In theory, Account Based Marketing (ABM) is a narrowing of the funnel. In exchange for concentrating marketing resources on a limited number of accounts, you trade a higher Cost per Lead (CPL) for the promise of better conversion rates, lower churn, higher Average Customer Value, etc. However, in practice, ABM does not mean you have to limit your reach at the top of the funnel. Account based tactics can be used to compliment just about any approach to demand generation.
“I owed people money. I needed to make money fast.” This was the start of Garth Moulton’s career in technology. Garth Moulton is the SVP of Business Development at Pipl. Before Pipl, Garth co-founded and scaled Jigsaw which was acquired by Salesforce in 2010 to power their Data.com database. Garth recently stopped by LeadGenius to share some of lessons about hiring the right people, life after selling, and moments of disaster.
Relocation, career transition, discharge, deployment, redundancy elimination, asked to resign, [...]
This isn’t just a content strategy or a play at “thought leadership,” it’s also how we passively validate leads. Keeping one general principle front and center at every point of interaction helps small sales and marketing teams reinforce the appeal of their core product and find the leads that will have the most payoff.
How do you know when your outbound marketing efforts are missing the mark? Missed sales targets, low conversion numbers, lack of solid leads? Sure—those are all clear signs that something isn’t connecting with your target audience. But if you look a bit deeper, you will find more telling signs that may reveal problems you can troubleshoot before they get all the way down the pipeline and translate into lower-than-expected revenue.
We’re excited to tell you about a number of new LeadGenius features that are now live on your new LeadGenius dashboard. Our redesigned dashboard is the central place for you to view and sort your LeadGenius leads and view your outreach campaign performance.
The tricky thing about marketing teams — especially in the B2B space — is that each role on the team plays a very specific part in moving prospective buyers through the funnel. For example, your Community Manager is the kingpin of your content marketing distribution strategy, and is essential for driving top-funnel traffic, while your Demand Gen Manager typically lives at the bottom of the funnel, working closely with your sales team.
Building actionable buyer personas is an essential first step in creating effective marketing and sales strategy. Without knowing your audience, both your content and sales efforts are irrelevant. In The Science of Building Actionable Buyer Personas, Ryan Williams, VP of Sales at LeadGenius, Ryan Buckley, Co-Founder of Scripted, and Eric MacColl, Director of Marketing at Scripted discuss how to use CRM data to build in-depth personas while testing and iterating on your ideal customer profiles.
It can be a bitter pill to swallow. Most B2B marketing and sales professionals are emotionally devastated to learn that as many as half the contacts in their CRM or marketing automation database are out of date. The death of once accurate, high-quality leads can be difficult to come to terms with. Here are the cold, hard facts...
[Video & Slides] LeadGenius Co-Founder and Chief Scientist, Anand Kulkarni, discusses the future of automated, data driven sales at the SVDE Meetup Group presented by Treasure Data. September 2015.