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ViewPoint | The Truth About Lead Generation

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

Posted by James Obermayer Sep 9, 2014 8:30:00 AM

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. We can agree that without marketing (the ability to create demand and sell) no company succeeds, and yet so many companies fail to succeed as marketers. They may create a terrific product and learn how to manufacture it efficiently, and yet they approach marketing as an afterthought. I once heard a company president, during a company tour, say to his guests, “And here we have our overhead departments.”

I think it is shockingly true that companies get the market share they deserve. 

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Tags: B2B Marketing, Marketing Strategy

Inbound Leads: To Pre-qualify, or Not To Pre-qualify? 15 Expert Views, Part 3:

Posted by Dan McDade Aug 26, 2014 9:00:00 AM

Is it necessary to pre-qualify inbound leads? That’s the overarching question I recently presented to a panel of industry experts. Over the course of this three part series, you’ll hear from 15 leading voices in the world of sales, marketing and lead generation, as they share their insight in response to the following questions:

  • Are companies wise to invest money and time to pre-qualify inbound leads from marketing automation systems that have been assigned a “perfect” lead score?
  • Should CMOs feel confident that these leads from marketing automation are ready for sales to close
  • Without additional qualification measures (such as tele-qualifying), will these leads inevitably clog and choke the sales pipeline?

We started the first series hearing from author and consultant Ardath Albee; entrepreneur Kyle Porter; author and consultant Joanne Black; and consultant and speaker Dave Brock.

In the second part of the series, we heard from The Funnelholic’s Craig Rosenberg; Annuitas Group’s Carlos Hidalgo; Sales Lead Management Association’s Jim Obermayer; Direct Marketing News’ Ginger Conlon; consultant and trainer Dave Stein; and agency founder Matt Heinz.

We are now at the third and final part of this series, where we will hear from Connect & Sell’s Chad Burmeister; consultant and professor Ruth Stevens; sales guru Chris Tratar; Care.com’s Chris Snell; and finally, cleaning up is 60-Second Marketer’s founder and CEO, Jamie Turner.

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Tags: Lead Qualification, Inbound Marketing, Lead Management

It’s All About the People: A Review of "Never Be Closing"

Posted by Dan McDade Aug 21, 2014 8:30:00 AM

I enjoy reading and reviewing books. Recently, someone recommended a book co-written by Tim Hurson and Tim Dunne called, Never Be Closing: How to Sell Better Without Screwing Your Clients, Your Colleagues, or Yourself. Initially I did not care much for the title, much less the sub-heading, as I suspect the number of people motivated by “screwing their clients” is hardly anything to write home about. So, while I started the book with a lot of skepticism, to my surprise, I actually ended up really liking it.

Now, with that said, why should YOU read the book? Without giving it all away, I’ll share a small sample of what the book covers and what I found to be the most interesting and compelling aspects.

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Tags: Sales Process, Sales & Marketing Management

Inbound Leads: To Pre-qualify, or Not To Pre-qualify? 15 Expert Views, Part 2:

Posted by Dan McDade Aug 19, 2014 9:17:00 AM

Is it necessary to pre-qualify inbound leads? That’s the overarching question I recently presented to a panel of industry experts. Over the course of this three part series, you’ll hear from 15 leading voices in the world of B2B sales, marketing and lead generation, as they share their insight in response to the following questions:

  • Are companies wise to invest money and time to pre-qualify inbound leads from marketing automation systems that have been assigned a “perfect” lead score?
  • Should CMOs feel confident that these leads from marketing automation are ready for sales to close?
  • Without additional qualification measures (such as tele-qualifying), will these leads inevitably clog and choke the sales pipeline?

In the first part of the series, we heard from author and consultant Ardath Albee; entrepreneur Kyle Porter; author and consultant Joanne Black; and consultant and speaker Dave Brock.

Here, in the second of this three part series, we will hear from The Funnelholic’s Craig Rosenberg; Annuitas Group’s Carlos Hidalgo; Sales Lead Management Association’s Jim Obermayer; Direct Marketing News’ Ginger Conlon; consultant and trainer Dave Stein; and agency founder Matt Heinz.

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Tags: Lead Qualification, Inbound Marketing, Lead Management

Out With the Sales Rep, In With the Sales Guide: A Review of "Duct Tape Selling"

Posted by Dan McDade Aug 14, 2014 9:21:00 AM

Recently I read Duct Tape Selling: Think Like a Marketer—Sell Like a Superstar, by John Jantsch, and was impressed with both the quantity AND quality of new information it contained. No doubt ViewPoint readers will find it worth the read. On the dust cover, John writes: “Most people already know that the days of knocking on doors and hard selling are over. But as I travel around the world speaking to groups of business owners, marketers and sales professionals, the number one question I’m asked is: ‘What do we do now?’” And that’s why he wrote this book.

The premise behind John’s book is that “sales people are no longer just closers. They must attract, teach, convert, serve, and measure while developing a personal brand that stands for trust and expertise.”

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Tags: B2B Sales

Inbound Leads: To Pre-qualify, or Not To Pre-qualify? 15 Expert Views, Part 1:

Posted by Dan McDade Aug 12, 2014 9:49:00 AM

Is it necessary to pre-qualify inbound leads? That’s the overarching question I recently presented to a panel of industry experts. Over the course of this three part series, you’ll hear from 15 leading voices in the world of B2B sales, marketing and lead generation, as they share their insight in response to the following questions:

  • Are companies wise to invest money and time to pre-qualify inbound leads from marketing automation systems that have been assigned a “perfect” lead score?
  • Should CMOs feel confident that these leads from marketing automation are ready for sales to close?
  • Without additional qualification measures (such as tele-qualifying), will these leads inevitably clog and choke the sales pipeline?
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Tags: Lead Qualification

B2B Mobile Marketing: 15 Ideas You Can Use Today...

Posted by Jamie Turner Aug 5, 2014 9:00:00 AM

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.

The good news is that B2B mobile marketing can be every bit as useful in the business marketplace as it is in the consumer marketplace.

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Tags: B2B Marketing, Mobile Marketing

He said, “One of us is wrong, and it surely isn’t me!”

Posted by James Obermayer Jul 29, 2014 8:30:00 AM

The sales manager, Mark, was adamant that his salespeople were following up the good leads and only ignoring the unqualified, ‘never-gonna-buy’ leads. “They know instinctively,” he said, “who the buyers are, and Marketing isn’t finding enough ‘good’ leads. Not to put too fine a point on it, but you’re giving us crap more than 50% of the time; they’re students, prisoners and competitors.”

Was he right?

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Tags: Lead Generation, Lead Qualification, Sales Leads

2014 B2B Marketing Trends That Work

Posted by Larry Alton Jul 22, 2014 12:05:24 PM

As a B2B company, it’s paramount that you stay on top of trends so you know which to adopt and which to nix. This is a standout year for B2B marketing. The Content Marketing Institute recently released the annual North American report titled B2B Content Marketing: 2014 Benchmarks, Budgets and Trends—and the findings are impressive.

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Tags: B2B Marketing

5 Keys to Becoming a Sales First Company

Posted by Chris Tratar Jul 15, 2014 9:30:00 AM

By Chris Tratar, vice president of product marketing, SAVO

I know what you are thinking. We don’t want to become a sales first company, we are a customer first company. Being a customer first company is absolutely the right goal; however, in order to truly be a customer first company, you must initially become a sales first company. Becoming a sales first company is all about aligning everyone in your organization to support your sales team because they are the face of your brand and the person your customers turn to first to understand how your products and services can help them solve their toughest business challenges.

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Tags: Sales Process, Sales & Marketing Management