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6 Things Good Lead Generation Vendors Do Right (That You May Be Doing Wrong)

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RESEARCH: Are folks responsible for reaching out to your market knowledgeable and prepared for quality conversation? NURTURE: Are you getting maximum return on marketing programs? Lead nurture programs done well triples your B2B sales lead generation marketing ROI. See this article for details on how this underutilized marketing activity—lead nurturing—can increase your lead rate from 5% to 15%. Of course leads are the desired outcome of most marketing programs.

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Chairs are Dead—and Other B2B Marketing Hogwash

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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. These approaches work well in both B2B and consumer marketing, covering the entire length of the lead funnel and the customer journey, respectively.”.

Trending Sources

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

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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. Our leads are equivalent to what SiriusDecisions calls a Level 4 or 5 lead—well-qualified leads. We invest about 10,000 touches to generate 50 leads.

How Much Leads Cost

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see marketing charts analysis of HubSpot’s “2017 Demand Generation Benchmarks Report” ). The EVP of Sales at this client, a big division of one of the world’s largest software companies, said that he received zero qualified leads from marketing—except for the PointClear outbound leads. Marketing on the other hand stated that they had provided sales with more than 4,000 leads. I review a lot of content on this topic and am amazed at what I find written about lead cost.

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Increase Marketing ROI 10X and Prove It

See how a marketing team demonstrated 10X ROI and increased sales by 35% with marketing automation

To Manage Sales You Must Manage Sales Leads

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Sales lead management is a marketing function, isn’t it?”. It was with a slight hesitation that the sales manager added the second sentence about sales lead management being a marketing function. With marketing automation it is a growing part of the job.

Dear CEO: The Era of Accountability Starts in 2017

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I just love the simplicity of it; not to mention that it absolutely captures what is wrong with marketing in many if not most companies today. Just 42% of marketing qualified leads are accepted and worked by sales. Which markets to pursue and where we are positioned in those markets.

Top B2B Marketing Blogs: Key Ingredients

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What makes up the perfect B2B marketing blog? First let’s establish that there are marketing blogs—and then there are B2B marketing blogs. Now that I’ve got you salivating, let’s begin our tasting menu of B2B marketing inspiration.

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B2B ABM: Seven Sales & Marketing Tips for 2017 - Tip #1: Should you leave a Voicemail?

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Should you leave a voicemail? One of the best responses to this question that I have seen is from a somewhat dated (2015) article in Eyes On Sales in which the author asks: “How many callbacks do you get if you DON'T leave a voicemail?”. The following is from my favorite author (“New Sales.

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Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales

Are You Building a Company or Just Laying “Marketing Brick”?

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Are you laying marketing brick at $30-60 bucks an hour or building a business you can be proud of? Early in my marketing career I was just laying marketing brick for a basic wage. I built market share and got an increasing piece of the sales reps’ time. Marketing Strateg

Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 4]

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There’s no doubt that Account-Based Marketing is on the up-and-up. What are sales and marketing leaders saying about it? Today in part 4, we hear from Scott Vaughan , Chief Marketing Officer at Integrate. Account Based Marketing (ABM) is not a new concept or idea.

PowerOpinions: Making Lead Scoring a Success Part 1 [Expert Advice]

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Marketing Automation makes it easier than ever to deliver more poor-quality leads to sales. The No Marketing Strategy Approach. Here’s why: Most companies don’t have a documented content marketing strategy. Marketing Automation Sales & Marketing Management

Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 1]

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According to a report by SiriusDecisions, 2015 State of Account-Based Marketing (ABM), more than 60 percent of companies plan to invest in technology for ABM to better align sales and marketing over the next twelve months. ABM aligns marketing and sales. Account-Based Marketing

7 Truths About Sales and Marketing (That CEOs Need to Know - Part 1)

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Understanding the CEO’s role in eliminating wasted marketing spend and increasing sales results—the first of a 9 part blog series. That’s because in most companies: Marketing measures itself on lead quantity rather than lead quality. Make marketing accountable for sourcing revenue.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

7 Steps to Gain the Market Share You Deserve (& Sometimes Don't!)

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Similar to De Tocqueville’s famous comment, “People get the government they deserve,” I think companies get the market share they deserve based on their ability to market. ” I think it is shockingly true that companies get the market share they deserve.

Why Cost per Lead is a Bad Way to Measure Your Return on Lead Generation Efforts

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While cost-per-lead measurement has been the de facto favorite for evaluating marketing programs, we are seeing radical and positive shifts in how marketing is evaluating qualified leads. Identify the most successful marketing initiatives.

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Persistence Pays—How 42 Lead Qualification Touchpoints Won a $1 Billion Deal

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Here’s another one: A services and technology company targeting the branding, design and advertising industry leverages PointClear’s account-based marketing services, including lead generation, qualification and nurture to keep their pipeline full of sales-qualified leads. PointClear is known for its perseverance.

Five Ways to Avoid Getting Burned by Outsourced B2B Sales Lead Generation

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As such, outbound has been replaced by email marketing and marketing automation programs that SPAM CANNON emails to the masses such as the following (I received this one yesterday): I run business development for XYZ, Inc. - There is no strategy in their market approach. Sales/marketing execs are desperate to do something, but afraid to risk the budget. See this blog for more about lists and testing PRIOR to using the list for marketing.).

7 Common Marketing Mistakes and strategies to avoid them

This white paper addresses the 7 most common challenges marketers hit when marketing products, solutions, or services and offers proven advice on how to avoid these missteps and improve the success of your marketing efforts

4 Things a CMO Should Do to Build Their Marketing Dream Team (Part One)

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I pitched him the question, “What makes a dream marketing team and how should a CMO build one?” All CMOs need to work towards making the company sustainable from a marketing standpoint. B2B Marketing Sales & Marketing Management

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B2B ABM: Seven Sales & Marketing Tips for 2017 - Tip #4: How Much Should Leads Cost?

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Here are a few examples that will help you understand your cost per lead: Example #1 We once worked with the marketing director at a division of one of the world’s largest software companies. Now let’s assume that you are looking for a 10x ROMI (return on marketing investment).

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4 Tips to Power Up Prospecting in 2015: #1 Believe it Works!

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Throughout the presentation, he debunks the argument of inbound marketing “experts” and social selling gurus who preach that outbound is out, and inbound is … well, in. For one thing, inbound marketing alone can never generate enough leads to work and fill a pipeline.

Digital Relevance: Developing Marketing Content and Strategies that Drive Results

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Ardath Albee’s new book Digital Relevance: Developing Market ing Content and Strategies that Drive Results was published by Palgrave Macmillan (January 6, 2015). Developing Marketing Content. Marketing Strategy Content Marketing

Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies

Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 5]

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I consider SiriusDecisions to be the gold standard when it comes to best practices in B2B marketing and sales processes. Here's the thing: Account-Based Marketing is not really about lead generation at all. It's a marketing strategy dictated by the sales go-to-market model.

Marketing Automation is Not Marketing Strategy

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We are republishing this blog by Ruth Stevens (originally run January 29, 2014) because she hits the nail on the head about marketing automation. In the opening paragraph she states: “Marketers sometimes see automation as a silver bullet.

The Whole Truth - Why CEOs Need to Know What Makes Sales and Marketing Click

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Understanding the CEO’s role in eliminating wasted marketing spend and increasing sales results—the final of a multi-part blog series. Many challenges facing Sales and Marketing have been around since the beginning of time. Make marketing accountable.

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The Quest for Good Leads: Are You Asking the Right Questions?

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That said, for several years the elephant in the room has been inbound marketing and inbound marketing lead rates. Many of today’s inbound pundits suffer from an over-reliance on inbound marketing (what I like to call “ inbounditis ”). What’s a good lead rate?

The Marketing Landscape: Where Data and Content Merge

Understand the importance of good data and good content and how they work together to help your marketing efforts

Time to Stop Making Sales & Marketing Excuses in 2015

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From my perspective, having interviewed hundreds of managers on SLMA Radio, and managed 20+ sales and marketing teams (interim management) through the years, it’s the excuses that drag down organizations. Lead Generation Sales & Marketing Management “If only I had a qualified lead!”. “I

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Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 2]

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As Account-Based Marketing continues to rise in popularity among B2B companies, I decided to pick the brains of fellow industry experts and get their input on the matter. Today, in part 2, we hear from Adam New-Waterson , Chief Marketing Officer at LeanData. Account-Based Marketing

B2B Mobile Marketing: 15 Ideas You Can Use Today.

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Are you interested in learning more about B2B mobile marketing? If you’re like many people, you can think of a lot of ways B2C companies use mobile marketing. But if you work in the B2B world, then you might be stuck trying to come up with B2B mobile marketing ideas.

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Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 3]

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I recently asked fellow industry leaders to weigh in on the rising popularity of Account-Based Marketing among B2B companies. Account-Based Marketing, because of technology, is steadily advancing from the B2B big dollar, small prospect list marketplace, into mid-market B2B sales arena.

Empathy: Your Lead Generation Superpower

Speaker: Brian Carroll, CEO & Founder of markempa

Today’s sales and marketing environment is a paradox. There has never been more marketing channels to reach potential customers. That's why we need to go beyond rational-logic based marketing to understand how our customers feel.

Your Marketing Team Isn't As Good As They Think - Just Ask Sales

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How often do we think we are good enough, or better than our competitors, and yet our market share isn’t growing, or the competitors are gaining on us? Lead Generation Marketing Strategy Lead Qualification

Looking to enhance sales lead performance? Put process before technology.

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Then implement the workflow that encourages both sales and marketing to be acccountable for their role in revenue generation. Finally figure out how you can deliver the marketing-nurtured opportunities that sales will follow up on and close. We had a conversation about the importance of process surrounding Market, Media, Message and Metrics. Here's a synopis: Market: There's no such thing as a good list without a lot of work on marketing's part.

Q4 Does Not Mean Wait Until 2018

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For every 1,000 suspects you disposition (complete contact with) between now and the end of this year you should expect (on average) the following results: 40 to 50 fully qualified sales opportunities (not lightly qualified marketing leads). When marketing activity slows down this time of the year, executives will generally start evaluating options in January, make decisions in February and start executing on those decisions in March.

Bubble in the Funnel

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We generate, qualify and nurture leads using Account-Based Marketing processes. Only 42% of marketing generated leads were accepted and worked in those same years.

Best Practices for a Marketing Database Cleanse

A framework comprising of best practices to consider and red flags to avoid