In an earlier post, I discussed the challenges of focusing on calling high to obtain C-Level appointments (what I refer to as the Glen Garry leads). Most CMOs have seen this movie before. They know that not only are these C-Level leads more expensive to obtain, but they do not necessarily perform better than other types of leads. However, in…
Category: Lead Generation
Do Leads with C-Level Executives Outperform Other Leads?
In my last post, I discussed the common challenge that CMOs face with sales leaders who become obsessively focused on getting “premium leads” with C-Level executives. See my post on “Glen Garry Leads.” Your gut instinct might tell you that leads with more senior executives will result in a higher lead-to-opportunity conversion rate or faster deal cycles. However, in my…
The ABCs of the Glen Garry Leads
There comes a point during every CMO’s tenure where the Head of Sales comes under pressure for missing sales targets then starts complaining about the quality of the leads being generated by marketing. The rant usually goes something like this: “The people we are setting appointments with are too junior. I need to talk to someone who is a decision…
Accelerate Your Lead Generation with Content Pre-Order
You are behind on your quarterly lead generation targets. The sales team is screaming that they need more prospects! You expected this would happen. And that is why you started working on a killer piece of content that is sure to be rocket fuel for your pipeline. But, this killer eBook, is behind schedule. It is still 6-8 weeks away…
Digital Marketing versus Field Marketing – Six Questions to Consider
Over the past five years, I’ve heard lots of Chief Marketing Officers, analyst firms and marketing consultants advocating for a centralized digital marketing team. At first this sounds like a great idea. Everything is shifting to digital marketing. So why not build a “Center of Excellence” staffed with your most skilled marketers? You could assemble all the experts in online…
Outsourced Demand Generation – 10 Sticking Points to Negotiate with Your Agency
Outside demand generation firms (sometimes called appointment scheduling) can be a critical component of your marketing strategy. They bring a level of data science and technology to cold calling that is difficult to replicate in-house. But the logistics of managing these outsourced sales processes are more complicated than you might think. Below are ten sticking points that often cause friction…
Outsourced Demand Generation – 10 Questions to Answer Before Hiring an Agency
Looking to boost your lead generation results this year? Using an outside appointment scheduling (sometimes called outsourced demand generation) firm could be a key piece of the puzzle. I’d recommend anyone selling B2B experiment with these outside firms. They bring a level of data science and marketing technology that is difficult to replicate in-house. But they are not magicians or…
Engineering Revenue – The New Mission of Marketing
Gone are the days of guessing, hoping and praying for results. Today’s marketer needs to scientifically, reliably and predictably generate demand using data-driven approaches and modern technology. I call this approach engineering revenue. And that is the new mission for today’s marketing organization.
Why You Shouldn’t Hire a VP of Demand Generation
I’m seeing more and more companies (startups in particular) replacing the CMO (or VP of Marketing) role with a VP of Demand Generation. When you talk to the CEOs making these decisions they often say – “I want someone who is going to focus on generating leads versus all the other ‘stuff’ that marketing does.” Of course, the implication is…
Building a Lead Generation Factory
Executives love to compare their marketing organizations to a machine or a factory. You input X dollars and after a period of time Y number of leads are generated. The factory model implies that the outcomes of marketing initiatives are predictable and reliable rather than being driven by luck or chance. But if marketers are to operate like factory workers…
