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.

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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.

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Moving the Sales Performance Bell Curve

A blueprint for turning average performers into top reps.

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.

Five Ways to Grow Revenue (and Lower Cost)

Pointclear

Increase the top line while reducing expense—it’s what every CEO wants—and what their sales and marketing leaders are looking for as well. Many execs are realizing that meeting this goal involves increasing investment in sales and marketing with a renewed focus on gaining market share instead of just stabilizing it. Companies that execute this strategy more effectively than the competition will grow faster, more profitably—and individuals responsible for these achievements will be rewarded.

Who Owns the Pipeline, Marketing or Sales?

Pointclear

Traditionally few would contest who owns the pipeline in any organization. It’s referred to as the sales pipeline and it’s owned by sales people, right? But is this still true? With the advent of new marketing automation capabilities, AI apps and other technology, marketing is inserting itself deeper in the pipeline at almost every level. I recently talked to Dan McDade with PointClear as part of a series on SLMA Radio that I’m hosting that deals with the issue of pipeline ownership.

How to Make Forecast If You’re Failing at the Half

Pointclear

We are almost at the yearly halfway point for most companies, and for many of them it’s a sad time. The sales manager has only a few weeks to make his or her first-half numbers and if they’re behind, he or she is not sleeping. It Started With the First Month of the First Quarter. When the salespeople fail to make their numbers in the first month of the first quarter, no one gets too excited, but alarms should have sounded. However, everyone’s still sleepy from finishing the last year.

What Is Sales Enablement and Why Should I Care?

Sales enablement is not really a new concept; it has been around for over 10 years. However, understanding the full application of sales enablement is a very different thing.

What is Value Selling and How to Generate Leads in Companies that Buy Value

Pointclear

Unless you are the low-price leader, value selling is essential to the success of your business. It's a rather straightforward proposition to sell on price only. The real challenge is to learn how to demonstrate that the extra cost of your product or service is worth it. That takes more persuasive skills, better navigation of the prospect organization, a broader understanding of strategic objectives - and frankly a likable demeanor - to convince your target of the value you offer.

Get 3X B2B Marketing ROI by Nurturing Leads

Pointclear

Lead nurture can triple the return on most marketing campaigns. By nurturing leads until they’re ready to turn over to sales, an organization can eliminate wasted marketing spend and increase sales results. Successful lead generation—inbound and outbound—requires nurturing. But it’s often the most underutilized marketing activity at a marketer’s disposal.

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Top 3 Tips on How to Validate, Calibrate Marketing Automation

Pointclear

How can you dramatically improve ROI on marketing automation investments? Read these top three tips for when and how to use marketing automation—and when not to. Save the bulk of your marketing automation efforts for lower-level executives: Senior executives are not as responsive to marketing automation as their junior counterparts: Senior execs don’t want to be treated like the human equivalent of a pinball—capturing your attention only after hitting the right bumpers and scoring enough points.

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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Use This Tool to Calculate Lead to Revenue

Pointclear

Accurate lead/revenue projections are a powerful tool that all B2B organizations need to manage sales and marketing. Problem is, most lead to revenue calculators out there are overly simplistic. A useful lead to revenue calculator includes all critically important metrics—including the impact of lead qualification and lead nurturing—on bottom line results. A good one differentiates between prospects and SQLs—which have way different potentials to impact revenue.

The Best Learning Methodologies for Developing Elite Sales Leaders

Speaker: Steven Rosen MBA, Author, Executive Coach, Speaker and Top 50 Sales Influencer

It is well recognised that the frontline sales managers are the key to driving performance in sales organizations. If you had to choose between investing in sales manager training vs sales rep training what would you do?

Enhance Sales Momentum

Pointclear

Momentum in sales and sports is a strange phenomenon. Most ‘players’ don’t realize it exists until it slows, stutters and grinds to a halt. Then everyone gets excited, but they don’t seem to recognize momentum has a life of its own. They don’t appreciate that there are things that both enhance momentum and kill it. In this article we’re going to discuss momentum killers for salespeople and organizations. In sports, all sorts of issues are blamed when teams suddenly stop winning.

Leads are Hard 

Pointclear

A Story From Yesteryear About Reader Service (aka Bingo) Cards. According to Wikipedia: “a reader service card or bingo card" was a reply card inserted in a magazine and used by readers to request free samples and literature from businesses who advertised in the issue. Many advertisers were listed on the reply card. Readers circled the advertisers they were interested in and mailed back (or faxed back) the card to the publisher which then provided their advertisers with the appropriate leads.

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Why Buyers Buy

Pointclear

Abraham Harold Maslow (April 1, 1908 – June 8, 1970) was an American psychologist who was best known for creating Maslow's hierarchy of needs, a theory of psychological health predicated on fulfilling innate human needs in priority, culminating in self-actualization. In 1943 Maslow stated that people are motivated to achieve certain needs and that some needs take precedence over others. Our most basic need is for physical survival, and this will be the first thing that motivates our behavior.

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Prevent Defense or Permit Offense? What a Football Argument Has to Do with B2B Sales Lead Generation

Pointclear

According to Wikipedia, the Prevent Defense is a defensive alignment in American football that seeks to prevent the offense from completing a long pass or scoring a touchdown in a single play and seeks to run out the clock. Super Bowl winning coach John Madden doesn’t quite agree with this definition. He has this to say about the prevent defense: "All a prevent defense does is prevent you from winning.". As we all know, disagreement is a fact of life.

Your Next Sales Coach is a Machine

Speaker: Matt McDarby & Dan Smaida, Managing Directors, Specialized Sales Systems

World-class sales managers have long used creative means to solve for time and distance. In this webinar, you’ll learn how modern sales managers are using new technology plus old-school sales management to develop their people without burning out.

Listen more, talk less … and drive more revenue

Pointclear

6 skills required for active listening. You’d think that the secret to having quality conversations would be being a good talker. But the opposite is true. It’s being a good listener. This is a skill that we teach our associates, who spend their days making dials (80 to 100 a day) and engaging B2B sales prospects on behalf of our clients.

How Not to Buy Leads

Pointclear

Last week a prospect told me that he needed higher quality leads than were currently being provided by two third-party outsourced solution providers. His definition of a lead was the loosest that I have ever heard. An employee of a targeted company needed only to download some content to be qualified as a lead. It did not matter if they were ready to buy – or even qualified to buy. As long as they worked for XYZ Company and downloaded the content they were a lead.

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How Much Leads Cost

Pointclear

I review a lot of content on this topic and am amazed at what I find written about lead cost. For example: “The average cost per lead across all the companies surveyed is almost $200 ($198.44).Admittedly, Admittedly, that’s a useless statistic, as these figures vary quite dramatically depending on industry, company size, etc.” (see see marketing charts analysis of HubSpot’s “2017 Demand Generation Benchmarks Report” ). Others stated that the range is between $35 – $100 for a B2B lead.

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How Many “Leads” Does $100,000 Buy?

Pointclear

A senior marketing executive once got so frustrated with his sales counterpart that he offered the following choices for spending $100,000 on a lead generation campaign: Option. Quantity. Vertical Qualified. Email Addresses. Contacts (Name, Title). 200,000. Companies (Three Contacts). 100,000. Content Aggregator “Leads”. 4,319. Appointment Setting. Sales Qualified Leads.

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Maximizing Sales Training ROI with eLearning

Speaker: Ray Makela, CEO Sales Readiness Group

Companies spend about $20 billion a year on various forms of sales training. Still, many sales leaders report low ROIs from their sales training initiatives. So how can you ensure that your investment in sales training is producing excellent results? Join us for this complimentary webinar as Ray Makela, CEO at the Sales Readiness Group, discusses five essential factors to achieve sustainable success from your sales training investment, and how to leverage eLearning to maximize results.

The Right Cadence Creates a New Lead with a $1 Billion Healthcare System

Pointclear

One of PointClear’s business development representatives, working on behalf of a global software company, made 11 touches (calls, voicemails and emails) and his persistence paid off. He landed a huge lead for our client (with a $1 billion company). The timing and number and type of touches makes up what is called a cadence, which must be carefully orchestrated. A typical B2B cadence includes five dials, three voicemails and three emails over a 10-day period (in this case it was nine days).

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

Pointclear

PointClear is known for its perseverance. While some sales people stop after placing one or two calls (if they don’t get the prospect on the phone or don’t get a call back, they deem the lead no good) our sales support associates keep trying. We know that in the lead generation, lead qualification and lead nurturing business, it takes multiple tries, across multiple cycles, to fully work a lead. Our success stories are attributed to this persistent (yet professional) approach to teleprospecting.

You Can’t Put in What God Left Out … and Other Important Things Learned in Business and Life

Pointclear

Jim Obermayer is the founder of the Sales Lead Management Association , and host of the Funnel Radio Channel. Jim recently interviewed PointClear’s Dan McDade about the five most important things he’s learned in business and life—in one of an ongoing series of radio programs featuring sales and marketing industry leaders. Following is an edited transcript, or you can listen to the program in its entirety here.

7 Truths About Sales and Marketing (That CEOs Need to Know - Part 1)

Pointclear

Understanding the CEO’s role in eliminating wasted marketing spend and increasing sales results—the first of a 9 part blog series. One of my favorite authors and speakers, Mike Weinberg, says the following about the CEO’s role in companies: “As goes the leader, so goes the organization.

Found - The Best Sales Learning Methodologies

Speaker: Joe DiDonato, Chief of Staff, Baker Communcations, Inc

Finding the right learning approach for each topic you have to deliver to your learners can seem like a “problem of endless choices.” In this webinar, corporate learning expert, Joe DiDonato, shares how his teams solved these problems, as well as how new educational technology (EdTech) is changing the sales landscape for all of us. He will also tell you what he shared with the Venture Capitalist community on how to pick which EdTech technologies will likely succeed based on educational research. Joe is an engaging storyteller that uses easy-to-understand language, who promises to share what methods succeeded and which methods failed over his long career.

B2B ABM: Seven Sales & Marketing Tips for 2017 - Tip #1: Should you leave a Voicemail?

Pointclear

Should you leave a voicemail? One of the best responses to this question that I have seen is from a somewhat dated (2015) article in Eyes On Sales in which the author asks: “How many callbacks do you get if you DON'T leave a voicemail?”. The following is from my favorite author (“New Sales.

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Marketing and Sales Alignment—Still Conversation Worthy in 2017

Pointclear

The age-old issue of how Sales and Marketing work together (or not) is still on the table. While everyone agrees the two organizations must be in sync to meet revenue goals and scale, the finger pointing continues.

Why Don’t Companies Want to Talk to Anyone?

Pointclear

It’s truly strange when companies enter the stealth mode. They hide phone numbers, dial-by-name directories, and employee names, but still imply you’re important to them! I called someone I know, but had not spoken to in some months. The result pushed me over the edge in frustration. This is how it went. Them. “Hi, Hi, we’re very interested in talking with you; please press 1 for sales and 2 for customer service.” No other choices were given from the automated attendant.

5 (doable) ways to drive revenue growth now

Pointclear

Looking for a simple and seemingly magical solution to a complicated problem of growing revenue? You’ve come to the wrong place. But, if you’re seeking real answers to this age-old question, we have something for you. PointClear has proven methods for driving sales—and they’re discussed in detail in a white paper available for download now. What we call our “silver bullets” aren’t a quick fix for what’s ailing your pipeline.

The 7 Things You Need to Know for Effective Sales Forecasting

Find out why waiting for perfection is costing you money.

What Percent of Leads Should Sales Close?

Pointclear

The answer to this question is a lot more complicated than it looks. There are many factors that impact the percent of leads that should be closed by sales. This blog will take you through five factors that impact lead close rate and a calculation you can use to determine the minimum close rates your product or solution requires. The five main factors in lead close rate are: Market definition. Lead definition. Lead cost. Process for following up on leads. Lead nurturing.

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

Pointclear

Shifting to Outcome-based Accountability and Revenue Metrics. 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.

The Whole Truth - Why CEOs Need to Know What Makes Sales and Marketing Click

Pointclear

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.

Looking to enhance sales lead performance? Put process before technology.

Pointclear

When it comes time to exploring how you can increase lead generation ROI, that is, produce better leads more cost effectively, move "technology" to the bottom your to-do list. Technology is great at automating best practices, but you have to have them in place first. So start by engineering your processes to focus on lead quality not quantity. Then implement the workflow that encourages both sales and marketing to be acccountable for their role in revenue generation.

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From Sales Enablement to Sales Performance: Moving the Needle on the Metrics That Matter

Speaker: Mike Kunkle, Vice President, Sales Transformation Services, Fast Lane Digital

More than 8 analyst firms, the Association for Talent Development, and the Sales Enablement Society have all defined “sales enablement” – each slightly differently. In hundreds of organizations, the sales enablement function is run differently, with a different focus, responsibilities, and initiatives. To make matters worse, according to a 2017 study by CSO Insights, “Sales enablement is a growing trend, but sales performance is not improving. Clearly, something is missing.” What’s missing is a clear focus on driving measurable improvement in sales performance and the expertise required to truly move the needle on the metrics that matter. Want to step up, separate yourself from the pack, and maximize your company’s investment in Sales Enablement? Then join sales transformation expert Mike Kunkle for this webinar (where your questions are welcomed and expected!)