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


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. For one, there is greater recognition that marketing should deliver qualified leads that are fully vetted, closeable and likely to convert through the buyer’s journey. Cost-Per-Lead.

Can’t Anybody Here Play This (ROI*#@ing) Game?


Casey Stengel, the baseball legend, said it best, “You look up and down the bench and you have to say to yourself, can’t anybody here play this game?” I wonder about it when it comes to a marketing team’s willingness and ability to prove the ROI for their lead generation programs. The post Can’t Anybody Here Play This (ROI*#@ing) Game?

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Lead Generation: How using science increased teleprospecting sales handoffs 304%

B2B Lead Blog

There’s something I wish I would have known when I wrote my best-seller, Lead Generation for the Complex Sale. So, I wanted to see if this heuristic could be applied to lead generation through teleprospecting. Here’s the problem we were solving for: What messaging creates increased lead conversion and maximizes return on energy? Uncover a sales-ready lead.

Lead Generation: 5 tips to generate leads faster on LinkedIn

B2B Lead Blog

Tweet Wouldn’t it be great if you could just collect hot leads by spending a few minutes a day on LinkedIn? member of our B2B Lead Generation Roundtable LinkedIn Group was likely dreaming about this when he asked the group for a way to generate leads through LinkedIn that “doesn’t require a lot of time, engagement and endless keyword searches.”. Guess what? Title.

Lead Generation: Balancing lead quality and lead quantity

B2B Lead Blog

Tweet Lead generation is somewhat like a tightrope act. Generate too many leads, and the rope between Sales and Marketing breaks. If you don’t generate enough leads that turn into sales, your ROI plummets. This interaction was a great opportunity to capitalize on generating prospects interested in Siemens products. But something went wrong.

B2B Lead Generation: Are You Killing the Golden Goose?


This is the first in a series of four blogs about B2B Lead Generation marketing and sales metrics, and proverbs. Over the next four weeks we will talk about all of the statistics on the following table, though today we are going to focus on lead rate: Based on over 60,000 completed company dispositions per year (annualized for 2012). Track them by source.

Lead Generation: 43% say organic search drives most traffic, but only 29% say it drives most conversions

B2B Lead Blog

Tweet In the MarketingSherpa 2012 Lead Generation Benchmark Report , we asked 1,915 marketers about traffic volume and traffic that converts. Here’s what the data revealed …. Q: Which of the following sources generates the GREATEST VOLUME of traffic coming to your site? Q: Which of the following sources generates traffic with the greatest CONVERSION RATES on your site?

Lead Generation: How Lithium Technologies uses webinars to grow its customer database

B2B Lead Blog

Tweet If you’re looking for a consistent way to build a list of highly qualified leads – then you might want to pay closer attention to what Bonnie Thomas, Director of Content Strategy, Lithium Technologies, is doing. Thomas’ webcasts are more awareness focused, delivering new thought leadership or best practices, and are strong demand generators. Step #1. Step #2. Review slides.

How to Double Your Marketing & Sales ROI


In other words, every company with a pulse has mounds of cold cases in the form of lightly-worked and unworked leads. In an optimized salesforce, certain forensic practices that identify and deal with these unworked leads should become standard. PowerMinute™ is a series of 1 minute videos produced to give you helpful tips to energize your lead generation results. In the same way that forensic units use state-of-the-art techniques to solve criminal cold cases, companies can use “business forensic techniques” to get to the bottom of their very own sales cold cases.

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The Cost-Per-Lead Fallacy in Measuring B2B Lead Generation Investments (Pt 3 of 3)


The introductory post in this series addressed the problems and costs of applying the cost-per-lead metric to measure the success of B2B lead generation investments. In the second post, we looked at elements of a complex sale that impact B2B lead generation costs. Leads must offer high potential close value. Cost-Per-Lead. Cell B3: SAL KPIs.

Using affiliate marketing for lead generation - FAQ

Buyer Zone's Lead Generation Blog

And you benefit because it can increase sales or lead volume with minimal risk - which can be ideal for many businesses. Well, if your company needs to drive additional sales or leads, setting up an affiliate marketing program can help get additional sales and leads through the door at a low cost compared to other online marketing channels. Commissions or payments are set in a contract (in advance) based on volume of sales, visits, or leads provided by the affiliate. How does the affiliate site "send" leads to my site? How does it work exactly?

Metrics to Drive Lead Generation Performance


Jim Lenskold is President of Lenskold Group and author of Marketing ROI, The Path to Campaign, Customer and Corporate Profitability (McGraw Hill, 2003). Jim has published articles and presented internationally on the topics of marketing ROI, marketing strategies and business growth strategies. Most B2B lead generation marketers are reporting performance metrics to senior executives but the portion also reporting financial contribution metrics are more likely to be outgrowing their competitors. Here are select highlights from this study.

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Social Media Pays Off Big for Over 1,000 Marketers Reporting 150% ROI or More

B2B Lead Blog

Tweet If you’ve been following the B2B Lead Blog for a while, you might recall this post , inspired by a spirited LinkedIn B2B Lead Roundtable Group discussion about whether social media truly delivered ROI. One of those charts, at right, looks at the ROI they’re getting from their social media efforts. Why or why not? Let me know in the comments below.

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Increasing Revenue: The ONE Measurement That Matters Most

Smart Selling Tools

Converting leads to prospects. Proving ROI and Value. Proving ROI and Value. Sales Effectiveness decision influencers lead generation methodical approaches opportunity management revenue velocity sales leads Sales Process Sales Prospecting sales techniques solution sellingSellers have only 8 hours a day, 215 (selling) days a year. Administrative Tasks.

The sales rep said, “I never got a lead yet that turned into a sale.”


As I closed my part of the program by projecting an ROI (number of raw inquiries, qualified leads, and projected sales) from our new lead generation program, I innocently asked if there were any questions. The leads she was getting maybe weren’t turning into a sale for her, and that was a different problem. James founded the Sales Lead Management Association.

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Webinar Replay: How CRM Revolutionized Marketing and Lead Generation at Volvo North America

B2B Lead Blog

John Johnston, eBusiness Marketing Manager for Volvo North America, frankly reveals what business was like before CRM, which included temporary employees manually distributing leads to sales and the communications challenges that ensued. Share and Enjoy: CRM Lead Generation Lead Management ROI Measurement Webcasts/Webinars Webinar Replay

Sales Energy Audits: How to Increase Revenue by Shifting Your Sales-Energy Use

Smart Selling Tools

Converting Leads. Proving ROI and Value. Proving ROI and Value. An organization with 100M in sales should generate 28M in incremental revenue by increasing their time spent with prospects from 35% to 45%. [1]. Sales Energy Audits: How to Increase Revenue by Shifting Your Sales-Energy Use. Today, nearly everyone agrees that it’s important to save energy.

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Optimizing Lead Distribution for Higher Conversion

B2B Lead Blog

Tweet The management of sales leads is critical to generating marketing ROI. Sadly, Sadly, sales leads often land on the scrap heap because marketers throw leads over the wall and then expect salespeople to catch them. I was recently asked by someone how to utilize lead distribution to gain the best results. So do you invest your hard-won leads on your top performers, or do you try to help your weaker salespeople? Many of you reading this post do not have a choice of who you distribute leads to. Test your lead distribution approach.

Lead Scoring: How to pick the right ingredients for high ROI

B2B Lead Blog

Tweet Marketers use lead scoring to slice all the potential deals in their pipelines and serve the sales team what it’s hungry for — leads that are ready to buy. Each attribute and action adds to a lead’s total score. When the score hits a pre-determined threshold, the lead is served to Sales. Lead scoring is a simple premise. Watch a webinar?

B2B Social Media: How do you measure the ROI of a LinkedIn InMail campaign?

B2B Lead Blog

According to Meagen Eisenberg, Vice President of Demand Generation, Docusign , one approach to tackling the challenge is to look at the overall awareness and engagement your campaigns generate in your target group and drill down on prospect behavior and metrics from there. Social Media: 4 simple steps to calculate social media ROI. Lead Management: 4 principles to follow.

16 Proven Ways to Get Better Opportunities Now (Part 2)

B2B Lead Blog

Marketers spend a lot of time and effort generating inbound leads, but they often struggle getting those leads to convert into sales opportunities and customers after they hand them off to sales. . In this post, I’ll share 16 proven ways get better sales opportunities from your lead generation and account based marketing. That won’t work for lead nurturing.

The Pipeline ? 25% Increase in Sales Training ROI ? Sales.

The Pipeline

25% Increase in Sales Training ROI – Sales eXchange – 115. Some aspects of sales training are easy to measure others not so, but it is a fair question when I am asked what they can expect from an ROI standpoint. 25% Increase in Sales Training ROI – Sales eXchange – 115 [link] via/ @renbor. 25% Increase in Sales Training ROI – Sales eXchange – 115 [link] / via @Renbor.

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Marketing Analytics: 3 steps to help Sales and Marketing improve productivity

B2B Lead Blog

They would be wise to follow the lead of Aimee Miller, Vice President of Marketing,  AppFolio , a property management software company. The consultant helped by using marketing automation to enhance AppFolio’s lead-lifecycle performance reporting. The steps AppFolio took to achieve its lead-management goals. 1. This included: The number of new leads created during that period.

Email Marketing: 3 lead nurture paths you should automate

B2B Lead Blog

Tweet Marketing automation can help you manage lead nurturing efforts in a complex marketplace. In today’s B2B Lead Roundtable Blog post, we’ll look at three lead nurture tracks you should automate to aid your email marketing efforts from a MarketingSherpa Lead Gen Summit 2013 presentation featuring Keith Lincoln, Vice President of Marketing, SmartBear. Path #1.

It’s Not What You Say, It’s What the Prospect Experiences

Smart Selling Tools

This level of stimulated involvement generates the not only the impetus for change in the prospect’s mind, but places your solution at the nexus of that emerging relationship. ROI Tools. ROI tools that the prospect directly interacts with are often quite effective. Experiential learning is the process of gaining practical or fundamental meaning from direct experience. moments.

Lead Nurturing: Unique tracks and impactful tests

B2B Lead Blog

Tweet I was recently interviewed by Marketo for their Definitive Guide to Lead Nurturing eBook, and I wanted to share some ideas that didn’t find their way into the guide as well as some additional thoughts on lead nurturing with you. This is the essence of lead nurturing. Without relevance, lead nurturing becomes just another marketing campaign. Think relevance.

Nine Simple Tactics to Drive a Higher Return on Trade Show Investment

B2B Lead Blog

He went on to explain how to get a better return on your trade-show investment through lead scoring. Now I’m going to share nine tactics that will drive those lead scores – and your ROI – even higher: Do thorough research. Find out which attendees fit your Universal Lead Definition. If you have access to the registration list, analyze it. Are they interested?

Blog Carnival: Calculating the ROI of Social Media - Think.

The 1to1 Media Blog

ViewPoint | The Truth About Lead Generation. Topic: Blog Carnival: Calculating the ROI of Social Media. Blog Carnival: Calculating the ROI of Social Media. In addition to reach, in 2011, 66 percent of respondents measured traffic from social sites to desired Web properties as an indicator of success; 53 percent reported monitoring social mentions of their brands across social sites; 40 percent measured the share of social conversations; and 38 percent tied lead generation activities to social efforts. Blog Carnival: Calculating the ROI of Social Media.

Follow the Money: The Primary Responsibility for CMOs


Generate Demand. Branding has gotten a lot of attention in B2B over the last ten years or so, as traditional agencies, to generate more revenue, jumped on the band wagon of brand measurement and improvement for B2B. Generating demand (the easiest chore) can be a money pit, if the results are not guiding the 2-15% of a company’s yearly revenue spend (on marketing). Bibliography.

Lead Gen Tactics from 4 MarketingSherpa Case Studies

B2B Lead Blog

Tweet Our sister publication, MarketingSherpa, publishes three weekly newsletter case studies, and in the B2B beat in particular, those weekly articles routinely feature a story covering marketers tackling lead generation for the complex sale. For this B2B Lead Roundtable Blog post, I want to offer four of those case studies published over the last couple of years addressing that very topic. Case Study #1 – Local B2B Marketing: 150% boost in lead generation. 150% increase in lead generation from 2010 to 2011. 1,500% ROI on SEO in 2011.

15 Tips to Generate More Leads in 2015 (Part 3, featuring tips 11-15)

B2B Lead Blog

Tweet To kick off the new year I’m sharing 15 ideas on improving your lead management. As you’ll see this series isn’t just about getting more leads, but about generating better and higher quality of leads. And these 15 tips (across all three blog posts) will help make your lead management more effective. Use a single voice when communicating with leads.

The Most Important B2B Marketing Metrics for CEOs

B2B Lead Blog

Thus, their marketers are constantly reminded that more leads are needed, as fast as possible. When the revenue doesn’t immediately materialize, CEOs will lament, “Why can’t I see ROI from marketing?” How much revenue can be directly attributed to leads coming from Marketing (i.e., the lead generation program in a specific time period)? On revenue?

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Content Marketing Tips for Lead Nurturing

B2B Lead Blog

Tweet I was asked by a reader to provide some examples of what lead nurturing touches may look like. Lead nurturing is something that’s fairly easy to understand, but for many, it’s become a frustrating thing consistently execute for two reasons: Lack of content. No plan for consistency. I’ve found that many marketers get stuck on not having enough good and effective lead nurturing content. My advice is to start accumulating and building your lead nurturing library now. How do you build your library of relevant lead nurturing content ? What can you do online?

B2B Lead-Gen: Top tactics for a crisis-proof strategy

B2B Lead Blog

Most lead-generation marketers are not in crisis, but many could use an orderly process to help combat challenges. chatted with Jen Doyle, Senior Research Manager at MECLABS, about her work as lead author of the MarketingSherpa 2012 Lead Generation Benchmark Report (coming out this spring). Email Summit: What’s the best lead generation tactic?

Value Proposition: What motivates prospects to buy from you?

B2B Lead Blog

It’s just another way we can look at trying to increase revenue and possibly generate more leads at the same time. B2B Social Media: How do you measure the ROI of a LinkedIn InMail campaign? Sales Leads B2B marketing Email marketing lead generation value proposition Tweet One day at the office, I decided to put a dollar bill on my cubicle wall.

The Cost-Per-Lead Fallacy in Measuring B2B Lead Generation Investments (Pt 1 of 3)


As much as marketing and sales best practices—not to mention just plain common sense—dictate that cost-per-lead not play a prominent role in managing and measuring B2B lead generation investments, the metric continues to prevail. The problems and costs of a cost-per-lead approach. Part 3: Measuring the Value of Sales Leads (Look for this article on May 3rd

B2B Webinar: How Integrated Social Media and SEO Increased Lead Generation by 70 percent and Doubled Annual Revenue

B2B Lead Blog

Tweet If anyone knows the smartest, most innovative approaches marketers are using right now to drive more ROI, it’s Sergio Balegno. It analyzes how 3,342 B2B marketers are strategically leveraging social marketing and proving its value to the C-suite, which is what Sergio will discuss at our next B2B Lead Roundtable Webinar on June 21. One B2B company used this combination to pull 70 percent more leads and double annual revenue per account. Share and Enjoy: Lead Generation Social Media Webcasts/Webinars


Thriving in the Pressure Cooker: 5 tips for optimize your time, knowledge for better lead gen

B2B Lead Blog

So it is with generating leads – yet, when the funnel needs to be fed now, we toss in more leads, turn up the pressure, and voila! Master the essentials of lead generation.  ( Universal Lead Definition: Why 61% of B2B marketers are wasting resources and how they can stop ). Uncover qualified leads. Tweet It’s year-end. Get their feedback and ideas.

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New BuyerZone lead generation resource center - About Leads.

Buyer Zone's Lead Generation Blog

About Leads. BuyerZones About Leads blog is your chance to learn from the experts in online lead generation. Well talk about lead sources, sales techniques, lead nurturing, online marketing, and more. Well also share some insights weve developed in 10+ years of online lead gen work. You can also meet our bloggers , or click below to learn more about filling your inbound lead pipeline. New BuyerZone lead generation resource center. Check out BuyerZones new Lead Generation Resource Center ! About Leads.

Nancy’s Sales App of the Week: @MyHushly

Smart Selling Tools

This week, Nancy profiles Hushly , a smart marketing tool that increases the ROI on your gated-content and lead generation. Hushly is like a safety-net that turns anonymous web visitors into known leads. That’s when it becomes a lead that goes into your marketing automation or CRM system. You will still capture a lead. That’s it for this week’s ToolSkool.