Pointclear

Chairs are Dead—and Other B2B Marketing Hogwash

Pointclear

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. Maybe I was just sensitive. I mean, I grew up at a time when Paul McCartney was supposedly dead (he, thankfully, lives on). Poetry was dead. The theater was dead.

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

Pointclear

There’s plenty of mediocrity in lead generation—both in-house and outsourced. However, there are a lot of things good insourced operations and lead generation companies do well. While lead generation (or teleprospecting) is not rocket science, there are a lot of moving parts in a well-run lead generation machine. Failure to execute and coordinate all of the moving parts leads to poor results.

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

Pointclear

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.

Media 240

Is it Fraudulent to Spend Money on Lead Gen Without an ROI?

Pointclear

Thinking back on my career, I realized early on that marketing spending of any sort, whether for people or programs, must be rooted in my ability (and our marketing department’s ability) to justify the expense. Nothing else made sense to me then or now.

ROI 158

The Showpad Sales Transformation Maturity Model

The Showpad Sales Transformation Maturity Model helps organizations understand where they are today in terms of meeting buyer expectations — and how key teams can drive transformation that impacts the bottom-line. Download the free eBook for a pragmatic approach to growing sales maturity.

Six Steps Toward Building a Successful Sales Force

Pointclear

Building a successful sales force is not easy. Most sales managers will tell you it involves three fundamental steps: Hire the best-qualified candidates; train them; and compensate for results. But there is more to it than that.

If You Work for a Company that Doesn’t Believe in Marketing, Resign

Pointclear

Economist Milton Friedman said the main purpose of a business is to maximize profits for its owners (for a publicly-traded company, it’s for the stockholders). Jim Cathcart says, the purpose of business is to “make life better for someone.”

How to Blow $100,000 on a Lead Generation Campaign

Pointclear

The CMO of a Fortune 500 company offered the CRO the following options regarding spending $100,000 on a marketing campaign. He was willing to provide the sales team one of six choices: 200,000 targeted contacts (name and title) in the right vertical (no email addresses).

Dear CEO: The Era of Accountability Starts in 2017

Pointclear

(Photo Courtesy of Kenny Madden). This cartoon was sent to me in response to a blog I wrote a couple of weeks ago. 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.

Scoping Qualified Prospects for B2B Lead Generation: Shotgun or Laser?

Pointclear

A shotgun blast impacts a widely affected and less targeted area, while a laser beam is precise and accurate to its aim. Both have their place in sales and marketing. Which style works best for qualified lead generation and provides a lower cost per lead?

Humans and Bots: How to blend human skills and AI to build customer intimacy and drive growth

Join Genesys for this webinar to learn how leading companies are using blended AI to drive customer intimacy and revenue growth.

Why Sales Needs Fewer Leads

Pointclear

Most sales and marketing teams are looking for ways to generate more leads. It's likely a daily discussion for most of us, but have you ever considered that your sales reps need fewer leads—or more accurately, fewer raw, unfiltered, unqualified leads.

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From Chaos to Kickass -  Three steps to optimize sales and marketing results.

Pointclear

Organizations that optimize sales and marketing achieve kickass results by doing just three things well. Agree on their market, media and message. Measure what matters. Deliver fewer, but better, leads to sales. Agree. Sounds simple, yes, but most B2B companies are doing just the opposite.

Reaping the Value of Long-term Leads

Pointclear

Your sales team likes nothing better than getting leads with a high probability of closing soon. So much so that many reps often ignore every lead they don’t consider hot. Long-term leads often prove to be more valuable than those slated for a short-term decision.

Leads 141

What Determines Cost Per Lead

Pointclear

How much should a lead cost? Understanding what goes into generating a high-quality B2B lead helps you determine whether you're getting a good deal. It takes a skilled team, a proven cadence, multiple touch points, message testing, market analysis — and plenty of perseverance —t o produce the leads that truly contribute to revenue generation. While most people wouldn't quibble with the above reality, many still measure marketing success based on the cost per lead.

Leads 169

Moving the Sales Performance Bell Curve

A blueprint for turning average performers into top reps.

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

Pointclear

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.

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

Pointclear

We recently asked top industry experts the following question: As we enter the second half of 2015, have companies made the adjustments necessary to utilize lead scoring or is the status quo killing results? Why did we ask?

Leads 267

Increase Revenue, Decrease Costs - Download the Free eBook!

Pointclear

B2B marketers are certainly aware that business marketing data degrades quickly. Most know that there is no such thing as a “good list”. Keeping data clean is critical to lead generation success. Yet, it is frequently done wrong.

eBook 130

To Manage Sales You Must Manage Sales Leads

Pointclear

“Why,” I was asked, “must you manage sales leads in order to manage sales? 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.

Leads 254

In the Race to Win More Customers, Sales Needs Digital Transformation

Salesforce users were surveyed about the forces shaping today's workplace. Discover the results and why investments in digital transformation and automation are pushing sales teams ahead.

"Marketing is too important to be left to marketers."

Pointclear

This saying always amuses me. Partly because it’s true, partly because it’s funny, but also because it’s often misunderstood. 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.

The Skinny on Lead Nurturing - 11 Experts Weigh In (part 1 of 2)

Pointclear

This year I've been talking a lot about Nurturing. It's a critical component in the sales and marketing process; yet, most companies aren't implementing it effectively—that is, if they are at all.

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

Pointclear

I consider SiriusDecisions to be the gold standard when it comes to best practices in B2B marketing and sales processes. So it’s with great pleasure that I conclude this series on ABM with feedback from SiriusDecisions.

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

Pointclear

I recently asked fellow industry leaders to weigh in on the rising popularity of Account-Based Marketing among B2B companies.

Successful Social Selling Best Practices Guide

This best practices guide focuses on helping you organize, harness and capitalize on the information, buying signals and qualified prospects identifying themselves to you online every single day.

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

Pointclear

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.

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

Pointclear

There’s no doubt that Account-Based Marketing is on the up-and-up. What are sales and marketing leaders saying about it?

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

Pointclear

What’s a good lead rate? How much should a lead cost? These are questions stirring in the minds of executives everywhere. Just google them.) The problem is they’re not so easy to answer; few have found success; and for that matter, are they even the right questions?

Leads 254

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

Pointclear

Marketing Automation makes it easier than ever to deliver more poor-quality leads to sales. A key to this trend is lead scoring.

Leads 251

Supercharge Your Sales Training ROI with eLearning

Speaker: Ray Makela, CEO, Sales Readiness Group, and David Jacoby, President, Sales Readiness Group

Companies spend about $20 billion a year on various forms of sales training, but many sales leaders report a low ROI from their sales training initiatives. Join us, along with Ray Makela and David Jacoby from Sales Readiness Group, as they break down the five essential factors to achieve sustainable success from your sales training investment, and how to leverage eLearning to maximize results.

What it Takes to be a Sales & Marketing Thought Leader [PowerViews LIVE Highlights]

Pointclear

On Tuesday, March 31, 2015, Gini Dietrich and Anthony Iannarino joined me on PowerViews LIVE for a value-packed discussion on Why Thought Leadership Matters: What it Takes to be a Sales & Marketing Opinion Leader.

Make Better Data-driven Marketing Decisions

Pointclear

You can never have too much of a good thing … right?

Data 244

My Favorite 'John Wayne' Thoughts for Marketers and Salespeople

Pointclear

I’m sure each of you has your favorite John Wayne movie quote. My favorites are from John Ford movies, and I think each can be adapted to the circumstances sales and marketing people face each day. Well, there are some things a man just can''t run away from.".

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

Pointclear

There’s a quote by Charles M. Schwab that goes like this: Three men were laying brick. The first was asked: "What are you doing?" He answered: "Laying some brick." The second man was asked: "What are you working for?" He answered: "Five dollars a day." The third man was asked: "What are you doing?"

Marketing and Sales Alignment for A Supercharged LinkedIn Strategy

Speaker: Candyce Edelen, CEO, PropelGrowth

Used properly, LinkedIn is the ultimate prospecting tool for B2B sales. It feeds a customer-centric sales process and enables a human-to-human interaction with very low cost compared to other prospecting methods. LinkedIn prospecting BLOWS AWAY the results from typical email marketing campaigns. You will receive far more positive replies from this than from any other outbound lead generation strategy. Join Candyce Edelen, CEO of PropelGrowth, to learn how over the course of 6 months, she was able to book hundreds of sales calls using LinkedIn.

5,000 Marketing Technology Tools (and Sales Execs Still Need to Find Over Half of Their Own Leads)

Pointclear

A 2017 MARTECH TODAY infographic lists the almost 5,000 companies that are part of the marketing technology landscape, up from just 150 in 2011. Yet, according to CSO Insights , despite the new tools, the mobile devices, the potential of social, and so on, many salespeople are working harder than ever just to achieve the same old results or worse.

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

Pointclear

I was the marketing manager of a medical device company and we were near the end of the day’s sales meeting. Forty salespeople were in the room; I was last on the program.

Leads 247

How to Set Your Outsourced Lead Generation Program Up for Success (pt 3)

Pointclear

In the first 2 parts of this series we discussed the role of executives and best practices for planning and preparation when outsourcing your lead generation program.

Status quo, you know, is Latin for 'the mess we're in.'

Pointclear

This title is a quote from Ronald Reagan. The status quo—that marketing management doesn’t understand the definition of a qualified lead—is nothing new. Here’s the problem. Salespeople consistently say that they do not get enough qualified leads.

2019 State of Sales Coaching: Managers, Reps, and Enablement Pros Weigh In

Speaker: Henry Bruckstein, Founder at Canam Research, and Jake Miller, Product Marketing Manager at Allego

Virtually every sales organization sees the value of good sales coaching. So why do so few organizations do it systematically and well? Join Henry Bruckstein, Founder of Canam Research, and Jake Miller, product marketing manager at Allego, to learn why--and more--from the new 2019 State of Sales Coaching survey. Our speakers will synthesize the different views from sales reps, managers and sales enablement pros to uncover common areas of misalignment, proven methods to overcome coaching barriers, and the best coaching approach for you.