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

ViewPoint

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.

"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. So, what you get is an over-engineered, low-value deliverable that marketers then have to convince you that you need.

Trending Sources

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As such, outbound has been replaced by email marketing and marketing automation programs that SPAM CANNON emails to the masses such as the following (I received this one yesterday): I run business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.).

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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.

The Content Marketing Pyramid

The Ultimate Framework To Develop & Execute Your Content Marketing Strategy

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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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.

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

ViewPoint

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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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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The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves

Desperate and Fearful: Need Pipeline – Want Sales Lead Generation

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Sales/B2B Marketing execs feel intense need to do something, but are afraid to risk budget. The age-old problem is that: Sales has been conditioned to expect poor quality leads from marketing. Marketing complains that they do not get specific feedback from sales on leads. There’s a reason why there’s no alignment between marketing and sales. CEOs, Marketing and Sales must enter the Era of Accountability.

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.

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 1]

ViewPoint

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

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

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

What Should the Sales Close Rate Be?

ViewPoint

Those results factor in lead leakage of between 52% to 86% of the marketing qualified leads put into the top of the funnel. If you do the math, this tells us that sales reps are expected to work 1000 marketing qualified leads down to 14 to 48 sales qualified leads and close 20% or 30% of those leads respectively; and end up with 3 to 14 deals. Sales isn’t qualifying down from 1000 marketing qualified leads to 14 sales qualified leads.

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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.

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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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

The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts

5 (doable) ways to drive revenue growth now

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Involving planning, collaboration and accountability processes, these sure-fire action items will help marketing leaders like you make real sales impact. Here they are—the 5 silver bullets you need to drive revenue growth: Market focus and intelligence. A targeted vs. a scattershot prospect database based on a mutual (sales and marketing) understanding of the market is step number 1. Marketing measurement. That’s marketing’s job.

Bubble in the Funnel

ViewPoint

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.

Proof that Account-based Marketing Works

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Companies that spend less on their marketing programs and generate better and bigger deals using a super-targeted approach to marketing are using an approach that you might have heard about—account-based marketing. One healthcare IT solutions company with a complex solution and a finite market learned first-hand just how account-based marketing works. If you have any questions or comments on account-based marketing, please ask it in the comments section below.

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.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

Expert Panel’s Feedback on Our Lead to Revenue Calculator

ViewPoint

I start with Matt Heinz : If we could get more sales and marketing teams to develop and agree on this model TOGETHER, we’d have a foundation for much better, more efficient and effective sales results well into 2017 and beyond. Marketing should not be working outside the sweet spot.

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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

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

ViewPoint

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

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

ViewPoint

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?

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

ViewPoint

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.

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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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.

Best Practices for a Marketing Database Cleanse

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

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

ViewPoint

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

Is Your Lead Generation Strategy Broken?

ViewPoint

A broken lead generation strategy could mean trouble for your sales and marketing team, but not just because of the fundamental misalignment between the two departments. Have marketing and sales decided on a shared definition for a qualified sales lead?

PowerOpinions: Making Lead Scoring a Success Part 2 [Expert Advice]

ViewPoint

Because it has become clear that marketing automation is making it easier than ever to generate poor quality leads. Miller compares marketing automation to fishing with a net and account based marketing automation to fishing with a spear. Align sales and marketing objectives.

Customer Success and Marketing Alignment: The Key to Unlocking Customer Advocacy

Most B2B companies say the customer experience is a priority, but their teams are not prepared or coordinated enough to make this a reality