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

Pointclear

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). Make it your mantra (like PointClear associates do). For one client, it takes 9.82 touches to engage with a prospect.

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An Allbound Marketing Approach Closes Your Revenue Gaps

Pointclear

How to drive revenue from all sources is the second of 7 Truths about Sales and Marketing that CEOs need to know. This post is part of a series about the CEO’s role in eliminating wasted marketing spend and increasing sales results.

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. But it’s often the most underutilized marketing activity at a marketer’s disposal. Advanced lead generation—the approach PointClear employs on behalf of its clients—nets 154 highly qualified leads against a list of 1,000, or a 15.4%

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

Pointclear

PointClear is known for its perseverance. Here’s What PointClear Persistence Looks Like. Here’s another one: A services and technology company targeting the branding, design and advertising industry leverages PointClear’s account-based marketing services, including lead generation, qualification and nurture to keep their pipeline full of sales-qualified leads. Calls were split: 5 were make to decision-makers/influencers and 5 were made to executive assistants.

Improve Sales Lead Generation via Marketing Analytics Part 1: Four Steps

Pointclear

When it comes to improving sales lead generation results, using marketing technology without analytics expertise and business acumen results in a numbers glut devoid of action items. Regular marketing analytics reviews are critical success factors supporting our mission.

Guest Post: Successful Lead Generation – One Size Does Not Fit All

Jonathan Farrington

According to recent research, B2B companies are using multiple lead generation tactics including, email marketing, search engine optimization, teleprospecting, inbound marketing, direct mail and trade shows. Decision makers and influencers identified.

Guest Post: Yikes! We have met the enemy and it is us!

Jonathan Farrington

Neil Rackham delivered the keynote address at this year’s national US Business Marketing Association meeting and is quoted in “BtoB Magazine” as follows: “ Sales and marketing are two functions with an identical mission, so how can they be like ships passing in the night?”.

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Guest Post: The Fallacy of Appointment Setting

Jonathan Farrington

Companies like yours typically sell complex, relatively expensive B2B solutions requiring the involvement of multiple decision makers and multiple levels of evaluation. Are these the type of people you want engaging your market for the first time?

Our AE’s Would NEVER Have Been Persistent Enough to Uncover This Opportunity

Pointclear

Calls were split between five to decision-maker/influencers and five to executive assistants. We spoke with three decision-maker/influencers and two executive assistants. In another example, our target market was CFO’s at the fifty largest utilities in the US. Just today I was copied on a note sent to one of the BDR’s that supports PointClear’s sales team. If you are going to wait until the market comes to you then you should expect fewer, smaller deals.

What's it take to generate leads that fuel your forecast?

Pointclear

Continued engagement in the form of account-focused outreach (also referred to as Account Based Marketing) makes sure your company is on their radar when the right disruption happens to necessitate a decision, when their current solution’s weaknesses reach the boiling point, or when competition encroaches and fear sets in. So the first question is answered: A “real” lead is qualified and nurtured by Marketing—and ready for Sales to take over and turn into revenue.

Lead Generation Lies That are Wreaking Havoc with Your Sales

Pointclear

Outbound calling is interruption marketing. I received a lot of positive feedback about the article and decided to ask our PointClear PowerViews Alumni (those who have been on the PowerViews show ) for their input on the most dangerous lead gen lies out there. Here’s what they had to say: Ardath Albee | Marketing Interactions. Value is important, but B2B buyers are often deeply invested at a personal level in the decisions they make. Marketing is a variable expense.

Dear CEO: Fix these three things and increase revenue

Pointclear

Companies with optimized sales and marketing organization achieve results by doing three things well. Just three: Agree on your market, media and message. Here is what you must do to fix it: Agree on market, lead definition, message. Walk out of your office and ask the first three marketers and the first three sales executives you see these three questions: How do you define our market? Are we marketing to IT decision makers in the Fortune 100?

Lead Generation: A Watched Pot Never Boils

Pointclear

This is the third in a series of four blogs about lead generation, marketing and sales metrics, and proverbs. Qualified Rate includes leads, pipeline (specific action required by PointClear) and nurtures (qualified companies with no immediate pain/need or interest). Also, while this may not seem intuitive, our experience over the years has shown that the more senior level decisions makers (C-level, Sr.

B2B Sales Lead Management: A Bird in Hand is Worth Two in the Bush

Pointclear

This is the second in a series of four blogs about B2B sales lead management, marketing and sales metrics, and proverbs. Something else not well understood in marketing and sales circles is the importance of certain metrics. This second blog is about the importance of valuing qualified inbound and outbound marketing prospects and the proverb “A bird in hand is worth two in the bush.”. Marketing Automation companies!

Guest Post: Undead, Out Bound, Bloated Data and Dashing Dashboards

Jonathan Farrington

Over the past couple of months I have been asked by several publications to predict what will happen in marketing and sales in 2013. 2012 will be the year that outbound marketing dies”. “In New tools such as marketing automation are great – we use it.