Revenue Performance Management is rooted first and foremost in clearly understanding buyers' interests, motivations and goals from the earliest stages of awareness through to purchase, account growth, and advocacy of our solutions. Buyers are motivated, or triggered by internal events at their company, guided by conversations with their peers and influenced by chance discovery of [...]
Marketers can no longer sit back and "buy attention" through mass media and then rely on professional salespeople to step in to guide buyers from discovery call through close. Engaging the changed buyer requires new insight. Search is the new sales person. "The buyer searching for information must be educated. Perceptions must change. Objections must [...]
In bringing together the leading data providers you can create a great business development platform centered around database lead generation, which can comprehensively cover B2B markets. My team and I use our experience along with our proprietary lead platform to effectively identify, qualify and deliver information to our target market, you can to. Steps: Campaign [...]
Many early-stage sales engagements happen almost exclusively online today sales and marketing executives who understand and plan for this will increase revenue. Buyers do not need a sales rep until they are further along in the discovery phase. These buyers are researching online, receiving and forwarding emails. These online behaviors can give us important clues [...]
Basic questions to ask about your marketing spend regarding how to improve lead generation: How much will it really cost? Is the objective clear: Are we looking to gain awareness, interest, or response? What are the expected results? On what basis are those results expected? Best and worst cases. Would you approve the campaign if [...]
Cost per lead kills companies because there is a very basic conflict of interest: One department sets quantity standards, while another department sets the budget and another group is responsible for implementing the budget and driving potential prospects in the door. This lead generation group has the responsibility to meet the quota set for quantity [...]
Lead management really comes down to the basics. In this post we outline how to approach common problems in bridging the gap between your sales and marketing departments. Symptoms of a Lead Quality Problem: Leads are delivered to sales with little, if any, specific lead-by-lead feedback. Marketing's objective defaults to quantity and CPL because there [...]
When marketing and selling to buyers it is important to understand not only why they might buy on behalf of the company, but also to understand why they might buy for their own personal reasons. Offer - the relevant message, or value proposition that you bring to the market. A great offer considers the following [...]
Media is defined as how you approach your target market. It closely relates to the market that you have segmented, targeted and qualified. It encompasses frequency, media channels, reach, calendar, audiences, creative and active reporting. Enough contact and content to engage, but enough space to respect the space and demands on a busy business prospect. [...]
"The way customers buy is changing profoundly. This mandate changes the way marketing and sales engage and develop customers. Leads that translate into qualified opportunities are at the core of the new engagement strategies. Focus on quality, rather than quantity. It provides a clear path to align critical activities to produce the best result." (David [...]