The Point

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5 Reasons Your Sales Reps Aren’t Getting Enough Qualified Leads

The Point

Earlier this year, I talked to a CMO at a B2B tech company whose sales counterpart was lobbying strongly for the company to adopt Account-Based Marketing (ABM) as part of their demand generation strategy.

8 Questions to Help You Decide if Your Content is Good Enough

The Point

In contrast, lead nurturing content – content designed to nudge a prospect along the sales cycle – is often tailored to answer questions for those further along in the purchase process. Let’s be clear here – we’re not saying you should convert your white paper into sales collateral.

Which Comes First: Lead Nurturing or Inside Sales?

The Point

For a long time, “ lead nurturing ” was thought of as something you did with the leads that sales didn’t want. The theory was: leads come in, the sales team gets the hot ones, and the rest go to lead nurturing. The post Which Comes First: Lead Nurturing or Inside Sales?

Please Don’t Let Your Sales Reps Nurture Leads

The Point

Bear with me as I relate a quick story about lead nurturing: A few months back I became a sales lead. Perhaps I was an SQL (Sales Qualified Lead) at one point in the conversation, but no longer. A sales rep should be selling, period.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical.

5 Ways to Expand Lead Nurturing Beyond the Inbox

The Point

Email may still be the workhorse in how B2B companies build relationships, maintain awareness, qualify leads and nudge prospects along the sales cycle, but these days, it pays to think about “lead nurturing” as more just an email campaign.

Steal This Technique for Your Next Sales Email

The Point

I was reminded of this principle earlier today when a colleague forwarded an email received from a inside sales representative at a technology company looking to partner with our agency.

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3 Problems You Need to Solve Before You Buy New Marketing Technology

The Point

Moreover, in most cases those BDRs are often chartered with only identifying sales-ready leads (those ready to engage with the account team immediately) and then discard the rest. It builds credibility and moves prospects along the sales cycle.

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A Simple 2-Step Technique for Improving Lead Follow Up

The Point

In an era when “demand generation” and “content marketing” are virtually synonymous, most B2B sales leads are the result of a prospect downloading or requesting content. inside sales reps make contact with, and engage with, new prospects; and, as a result, 2.

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B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical.

4 Key Takeaways from the 2015 SiriusDecisions Summit

The Point

Demand Generation Marketers Need to Think Sales Enablement. More and more B2B marketers are now accountable for revenue targets, not just leads or even sales-ready prospects.

7 Steps to a Successful Account-Based Marketing (ABM) Strategy

The Point

Identifying target accounts either via sales input and/or predictive modeling. Predictive technology can help identify those accounts most likely to actually convert, independent of which accounts are simply on sales’ “hit list”.

10 Ways to Generate More Leads from Your Business Blog

The Point

Therefore, the #1 way to drive blog traffic, and more sales leads, is to ensure that 1) the title of each post is optimized for search, and that 2) the language drives interest and engagement.

Why is Inside Sales So Scared of Lead Nurturing?

The Point

Recent studies tell us while the adoption of marketing automation technology continues to gain momentum, fewer than 20 percent of marketing executives say that they are fully integrating the technology into their current sales and marketing initiatives.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical.

Video Tech Company Leverages SEM to Drive Enterprise Leads

The Point

The company chose Spear for the firm’s experience with other B2B technology clients , and also for their unique, holistic approach to SEM, one that focused not just on driving clicks and click volume, but rather qualified sales leads at the lowest possible cost.

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ABM & the Marketing Hype Cycle

The Point

It’s a significant development in the evolution of B2B marketing, and one worth evaluating in the context of your companies’ objectives, audience, and sales model.

B2B Copywriting: 5 Common Terms & Phrases to Avoid

The Point

What if “for more information” actually means requesting a sales rep to call? Copywriting success may depend on finding the precise mix of language that resonates with your audience, but success or failure can just as easily rest on which words you don’t use.

How Do We Find People Who Are Ready to Buy Our Product?

The Point

It’s much more cost-effective in the long term to use a mix of content – early, mid and late stage – to generate leads at every stage of the buyer’s journey, then nurture those leads that aren’t yet ready to engage with sales.

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Sorry, But “How Many Touches Does it Take to Make a Sale?” is No Longer a Valid Question

The Point

On a recent conference call with a prospective client, the Vice President of Sales chimed in with a question: “How many touches do you think it takes before someone becomes a lead?”. They often know more than sales people. They engage with sales people later in the buying process.

A Follow-Up Strategy for Content Syndication Leads

The Point

It’s important to recognize that content syndication leads are not like most sales leads. If you hand off content syndication leads to your sales force without setting these expectations, your program may be doomed to fail.

10 Tips for a Successful Trade Show Follow-up Campaign

The Point

Note: these strategies assume that hot leads – those prospects who specifically requested follow-up or were otherwise graded as “high priority” on the show floor, get prompt response directly from sales. Most trade show leads are routinely ignored by sales.

Forrester thinks Content Marketing Isn’t Working – They’re Half Right

The Point

And more still, I would guess, probably feel that their content campaigns are “working” (generating response, engagement, sales leads) but perhaps aren’t yet convinced of bottom line value.

More Evidence That Waiting Even 5 Seconds to Contact a New Sales Lead Can Be Disastrous

The Point

In my experience, most of the mental energy and strategic thinking around the practice of lead nurturing and lead management is usually applied to the goal of accelerating prospects through the sales process – from MQL to SQL, from SQL to Opportunity, and so on.

Step Away from the Email Software and No-One Gets Hurt

The Point

Marketing technology is a dangerous weapon in the wrong hands, and nowhere is this more evident than in the recent surge of interest in automating BDR campaigns and other sales communication. Effective sales communication requires more than just automation.

9 Proven Ways to Increase Webinar Response

The Point

Try sending last-minute reminders in the form of “forwarded” emails from the assigned sales representative, including the contact’s first name and a personal note (e.g. Let’s face it: most business inboxes get flooded every day with Webinar invitations.

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Quit Obsessing About the Customer Journey

The Point

If Joe Prospect downloads a case study, is Joe further along in the sales cycle? And so we hear comments like the following: “We want our nurturing program to reach the right person, at the right time, with content that reflects that person’s stage in the sales cycle.”.

Is B2B Lead Generation Really This Difficult?

The Point

Marketers are judged (particularly by sales, and even more so in technology companies) on “what have you done for me lately.”

Top 10 Marketing Automation Mistakes

The Point

Lead scoring is a core marketing automation functionality, and a key driver for one of the primary benefits of the technology, namely sales productivity. A well-planned, well-designed lead scoring schema ensures that sales reps are spending time with the leads that most merit the investment.

Content Selling: How Sales Can Better Leverage Marketing Content

The Point

Recently I had the opportunity to sit down with Daniel Chalef, CEO of KnowledgeTree , developers of an intriguing new solution, built for both Salesforce.com and mobile (iOS), that enables sales teams to instantly find, surface, and present the ideal content in any selling situation.

RFP 101

Are Agencies the Future of Marketing Automation?

The Point

It’s always been obvious that agencies were a sensible channel for marketing automation vendors to pursue, but I’m beginning to wonder whether agencies might turn out to be the primary channel for such systems, excepting only direct sales to large enterprises.

Agency 101

5 Key Tips for Driving Attendance at Field Events

The Point

That venue could be the Ritz, it might be your local sales office – either way, you’ll need to convince the reader that he/she wants to spend an hour or more of his/her valuable time in that place.

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Measure Your Way to Lead Nurturing Success

The Point

But, more important is having clear, precise definitions for each stage – whatever those definitions are – that both marketing and sales buy into.

How to Measure Email Success in 2015: A Call to ROI

The Point

MQLs and SQLs can be useful measures for companies with complex products and long sales cycles, because they provide a picture of campaign success more immediately than would be the case waiting for leads to enter the pipeline or close as deals.

29 Tips to Improve B2B Email Campaign Performance

The Point

Using email fulfillment 1) enforces valid email addresses, 2) makes it easier for the recipient to access the content at a later date, and 3) allows you to trigger sales follow-up (or increase lead score) when he/she clicks on the link. Email results not what they should be?

Is Marketing Automation Right for Every Company?

The Point

Earlier this month, I was interviewed by James Obermayer of the Sales Lead Management Association (SLMA) as we discussed how companies can decide when marketing automation is a fit for their organization, and how best to take the plunge.

Is Technology Making Marketing Agencies Obsolete?

The Point

In theory, today’s marketing technology enables B2B companies to move prospects seamlessly from raw inquiry to qualified opportunity to paying customer, and then attribute that sale to the associated campaign.

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What’s the Big Deal About Predictive Analytics? A Conversation with Brian Kardon

The Point

He previously held top marketing roles at Eloqua, Forrester Research, and Reed Business Information before taking the reins as CMO at Lattice Engines , a pioneer in predictive applications for marketing and sales. HS) Lattice offers “advanced predictive analytics” for marketing and sales.

Case Study: How One Tech Company Used Humor to Launch a New Brand

The Point

This was a critically important initiative because Sungard AS employs an extensive lead nurturing program (that Spear helps design and manage) to maintain brand awareness within that database and convert prospects to sales opportunities.