ViewPoint

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Chairs are Dead—and Other B2B Marketing Hogwash

ViewPoint

In 2015, I wrote this blog for Sales & Marketing Magazine: Dead is Dead (in Sales & Marketing). It seemed like, suddenly, a lot of things were dying: cold calling was dead; telephone prospecting was dead; outbound marketing was dead … many said that even marketing was dead. Maybe I was just sensitive.

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Who Owns the Pipeline, Marketing or Sales?

ViewPoint

With the advent of new marketing automation capabilities, AI apps and other technology, marketing is inserting itself deeper in the pipeline at almost every level. He maintains that technology alone doesn’t address the need for marketing to generate more leads for sales. But is this still true?

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Why Marketing Management Must Master Deep Digital Analytics

ViewPoint

The director of marketing, 20 years into her career, was confronted with a bewildering cornucopia of reports, making her heretofore creative life difficult. She needs a bigger picture of the marketing return on investment, which is only available by looking deeply into the digital analytics. It wasn’t an easy conversation.

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"Marketing is too important to be left to marketers."

ViewPoint

It’s funny because it sounds like marketers are too stupid to be in charge of marketing. And, as a marketer, I love laughing at myself and those who do what I do. But my take on what it really means is that marketing is so important that it should be an integral part of the fabric of a company’s mindset, culture and strategy.

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Cadence—Multi-touch, Multi-media, Multi-cycle Marketing Multiplies Results

ViewPoint

For one client, it takes 9.82 touches to engage with a prospect. The result of these touches is what we call a disposition: PointClear's term for completing contact with a decision maker or company (some programs lend themselves to dispositioning by contact and some by company). This approach yields a 5% lead rate.

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Get 3X B2B Marketing ROI by Nurturing Leads

ViewPoint

Lead nurture can triple the return on most marketing campaigns. By nurturing leads until they’re ready to turn over to sales, an organization can eliminate wasted marketing spend and increase sales results. But it’s often the most underutilized marketing activity at a marketer’s disposal. True Nurture.

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Top 3 Tips on How to Validate, Calibrate Marketing Automation

ViewPoint

How can you dramatically improve ROI on marketing automation investments? Read these top three tips for when and how to use marketing automation—and when not to. If your targets are senior, I recommend you test a multi-touch campaign against an automated marketing effort to determine which method results in more revenue.