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Marketo’s 1,000th Blog Post: Our Modern Marketing Definition Revisited

Modern B2B Marketing

Author: Jon Miller (@jonmiller) This is the 1,000th post to Marketo’s blog.  It seems fitting to commemorate the occasion by revisiting our very first post, “ Modern B2B Marketing Defined ”, and commenting on what’s changed – and what hasn’t – since August 8, 2006. The 2008 recession permanently altered how companies think about measurement. What Hasn’t Changed. What Has Changed.

More on Marketo Financials: Despite Past Losses, Prospects Are Bright

Customer Experience Matrix

Summary: Public data gives some insights into Marketo's financial history and prospects. Here’s a bit more on this week's $25 million investment in Marketo : a piece in VentureWire quotes revenue for Markteo as $4.5 Data I've collected over the years shows that Marketo had about 120 clients at the start of 2009, 325 at the start of 2010, and should end 2010 with about 800.

The Top #Nifty50 Women in Technology on Twitter for 2012

Webbiquity

Senior Director of Marketing at marketing automation software provider Marketo, Maria writes for several marketing blogs, and is a frequent contributor to Marketo’s award winning blog, Modern B2B Marketing. She’s also the founding editor of bizSanDiego Magazine and ran her own PR firm from 2005 to 2008. That will be our top focus for next year. Stacey Acevero. sacevero.

Marketo Aims to Simplify Demand Generation

Customer Experience Matrix

One company that has made a concerted effort is newcomer Marketo. Marketo has a one-word elevator speech: simplicity. That’s not to say Marketo is a simple product. Like every other demand generation vendor, Marketo has wrestled with how a branching, multi-step lead nurturing campaign can be made easy enough for non-specialist users. Marketo’s solution is to do away with the branches. Other components of Marketo are more conventional, although still designed with simplicity in mind. Marketo was founded in late 2005 by veterans of Epiphany.

The Top #Nifty50 Women in Technology on Twitter for 2012

Webbiquity

Senior Director of Marketing at marketing automation software provider Marketo, Maria writes for several marketing blogs, and is a frequent contributor to Marketo’s award winning blog, Modern B2B Marketing. She’s also the founding editor of bizSanDiego Magazine and ran her own PR firm from 2005 to 2008. That will be our top focus for next year. Stacey Acevero. sacevero.

New Guide is Ready

Customer Experience Matrix

proper e-commerce site will be available shortly, but if anyone really can't wait, the salient details are: - 150+ point comparison matrix and detailed tables on: Eloqua, Manticore, Marketo, Market2Lead and Vtrenz, based on extensive vendor interviews and demonstrations - price: $595 for single copy, $995 for one-year subscription (provides access to updates as these are made--I expect to add more vendors and update entries on current ones). - to order in the next few days, contact me via email at draab@raabassociates.com More details to follow.

Pardot Offers Refined Demand Generation at a Small Business Price

Customer Experience Matrix

By comparison, limited versions cost $1,500 per month for Marketo and $1,000 for Manticore Technology , and both charge $2,400 per month for their cheapest complete offering. My little tour of demand generation vendors landed at Pardot just before Thanksgiving. As you’ll recall from my post on Web activity statistics , Pardot is one of the higher-ranked vendors not already in the Raab Guide to Demand Generation Systems. So I was quite curious to see what they had to offer. What I found was intriguing. Pardot and other SMB systems don’t just offer a few simple features. Back to Pardot.

CRM 2

LucidEra Takes a Shot at On-Demand Analytics

Customer Experience Matrix

The question here is whether most demand generation systems ( Eloqua , Vtrenz , Marketo , Market2Lead , Manticore , etc.) My impression was they did, but Rudin said that LucidEra created its lead analysis system precisely because they did not. I’ve now carefully reviewed my notes on this topic, and can tell you that Marketo and Market2Lead currently have this capability, while the other vendors I’ve listed should have it before the end of the year. Back in March, I wrote a fairly dismissive post about on-demand business intelligence systems. Problem(s) solved, eh?

Peace on Earth: 12 Days of Marketing and Sales Collaboration

Modern B2B Marketing

Tags: Sales Marketing Alignment alignment holidays marketing marketo sales

Lead nurturing thoughts

B2B Lead Generation Blog

We need the human touch. I was interviewed on the subject of lead nurturing by Jon Miller, VP of Marketing at Marketo and he writes the Modern B2B Marketing Blog. It's surprising how many marketers now say they do “lead nurturing” but in reality they are just sending monthly email campaigns or monthly newsletters with some call to action. If all you do is send generic email marketing messages to your early stage leads over and over and over again, you're missing the point. Consistency is good but being relevant and then consistent is even better.

Marketo Releases Marketo Lead Management 3.0

WebMarketCentral

Marketing automation software vendor Marketo today announced the launch of its Marketo Lead Management 3.0 With more than 200 new features, the release is the most significant since the product's initial launch in early 2008. tags: marketing automation software, Marketo Lead Management 3.0, software suite.

Technologies for Email Deliverability

Modern B2B Marketing

Disclosure: Marketo uses StrongMail technology, and the techniques described below, to optimize our email services for deliverability.). Note: Marketo uses this information to automatically process bounces for customers.). For more email marketing best practices, download the joint Marketo-StrongMail whitepaper, 20 Quick Tips for Improving Your Email Programs Where do most marketing automation and CRM solutions fail when it comes to deliverability? In this situation, there are two components to deliverability. The second is on the end-user for following through with them.

Marketing Automation and Strategy: Thought Leadership with Robert Moreau

Modern B2B Marketing

But over the last 7-10 years, B2B has really evolved to practice many of the same principals B2C has been practicing for quite some time, and now, with the introduction of technology (like Marketo ) the gap is really closing between the two. The next interview in the B2B Marketing thought leader interview series is with Robert J. Tell us a little bit about how you got into B2B marketing. and what you like most about it. originally started my career in direct marketing where I worked with some of the largest B2B and B2C companies in the world. How creative and messaging works together.

B2B Email Deliverability: Your Reputation Matters

Modern B2B Marketing

Disclosure: Marketo uses Return Path's technology to monitor and manage our own reputation as well as that of our clients.). B2B marketers struggling for growth in today's economy know they need to get maximum results for their email marketing efforts, but too many do not understand the critical role deliverability plays in the process of turning prospects into revenue-driving customers. All the creativity and planning that goes into a targeted email marketing. campaign is meaningless if your emails don't reach their intended inboxes. But the impact can be worse. In one word: reputation.

IDC Analyst Connection: Coordinating Marketing and Sales across the Entire Revenue Cycle

Modern B2B Marketing

Michael Gerard, Research Vice President for IDC's CMO Advisory Practice and Executive Advisory Group, recently published an Analyst Connection sponsored by Marketo titled Coordinating Marketing and Sales Across the Entire Revenue Cycle. In this, Michael answers several questions about sales and marketing alignment. Here are some excerpts (or download the full PDF ): As B2B customers become more sophisticated and competition increases, the integration of marketing and sales becomes even more critical for meeting and exceeding market demands. What does coordination mean?

New White Paper on B2B Lead Nurturing

WebMarketCentral

Marketing automation provider Marketo has just released Blind Date to White Wedding: Best Practices for Lead Nurturing that creates B2B relationships, builds trust and increases sales , a white paper on B2B lead nurturing. The Close. The Win.").

Testing Your B2B Marketing: Thought Leadership with Hunter Boyle

Modern B2B Marketing

The next interview in the B2B Marketing thought leader interview series is with Hunter Boyle, Managing Editor for MarketingExperiments. Hunter's passion for finding what works and what doesn't work in optimizing marketing communications has equated to best practices to help marketers generate leads more effectively. 1. Tell us a little bit about how you got into B2B marketing and what you like most about it. I got into marketing from the creative side, because my background includes writing, design and Web development. Use "friction" to your advantage. Stay relevant. Great question.

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Lead Generation via Mathematical Marketing: Thought Leadership with Mark Klein

Modern B2B Marketing

The next interview in the B2B Marketing thought leader interview series is with Mark Klein, CEO of predictive analytics company Loyalty Builders. Like me, Mark is a direct marketing expert whose background in science and passion for mathematics equates into a desire to help marketers improve their campaigns. 1. Tell us a little bit about how you got into mathematical marketing, and what you like most about it. I was working for IBM, who had purchased my third company, when they initiated a compensation plan for senior management based on the company's customer satisfaction scores.

Lead Generation via Mathematical Marketing: Thought Leadership with Mark Klein

Modern B2B Marketing

The next interview in the B2B Marketing thought leader interview series is with Mark Klein, CEO of predictive analytics company Loyalty Builders. Like me, Mark is a direct marketing expert whose background in science and passion for mathematics equates into a desire to help marketers improve their campaigns. 1. Tell us a little bit about how you got into mathematical marketing, and what you like most about it. I was working for IBM, who had purchased my third company, when they initiated a compensation plan for senior management based on the company's customer satisfaction scores.

The Definitive Guide To Lead Nurturing

Modern B2B Marketing

The history of lead nurturing has evolved from drip marketing, a communication sent at a specific cadence regardless of user action, into a more sophisticated email strategy using marketing automation tools like Marketo. This lead nurturing has been the norm and the marketing standard since around 2008. Why Is Lead Nurturing Important? Lead Nurturing—Evolved. Segment a lead database.

Buzz Marketing: Thought Leadership with Paul Dunay

Modern B2B Marketing

The next interview in our B2B Marketing thought leader interview series is with Paul Dunay of the Buzz Marketing for Technology blog and podcast. Paul has spent more than 20 years in marketing, creating buzz for leading technology companies such as Google, IBM, Microsoft, Oracle, SAP, Avaya and Cisco. He is currently Global Director of Integrated Marketing for BearingPoint. Emerging markets at the time was a nice term for dotcoms where we provided a full suite of services ranging from naming to identity creation to web site design to public relations and marketing plans and lastly advertising.

B2B Marketing Communications: Thought Leadership with Dianna Huff

Modern B2B Marketing

The next interview in our B2B Marketing thought leader interview series is with Dianna Huff, B2B Marketing Communications Consultant. Dianna also writes for the Marcom Writer Blog , and provides some great tips to help B2B marketing professionals develop integrated marketing campaigns for effective. lead management. started my career back in the late 80s, early 90s — I used to write newsletters for various organizations on a volunteer basis. I had also always worked in a manufacturing environment, even in college. From reading your blog, I see that you write a lot about integrated marketing.

Best of 2008: Cool Web Tools, Part 3

WebMarketCentral

Examples include David Raab's Guide to Demand Generation Systems , Marketo's Landing Page Test Calculator and this podcast from Laura Ramos on using Web 2.0 Need a tool to help you collaborate with colleagues online? How about one to automatically create animated GIFs? You'll find all of these and others in this final set of cool web tools and resources from last year.

SEO 1

3 Demand Generation Dangers in a B2B Blog Redesign

B2B Lead Blog

And as Neil Patel, Eloqua, Marketo and Hubspot have shown us, when B2B content is crafted correctly, it becomes a killer tool for attracting qualified prospects to your sales funnel. Simple fix – add your analytics back in and any tracking scripts like Marketo, Eloqua, Hubspot or Pardot (or any others). But… you just broke part of your lead gen machine. Maybe not. Ours didn’t.

3 Demand Generation Dangers in a B2B Blog Redesign

B2B Lead Blog

And as Neil Patel, Eloqua, Marketo and Hubspot have shown us, when B2B content is crafted correctly, it becomes a killer tool for attracting qualified prospects to your sales funnel. Simple fix – add your analytics back in and any tracking scripts like Marketo, Eloqua, Hubspot or Pardot (or any others). But… you just broke part of your lead gen machine. Maybe not. Ours didn’t.

Best of 2007: Articles and Blog Posts on SEM

WebMarketCentral

Ten Tips for Lead Generation Landing Pages by TopRank Online Marketing Blog Guest blogger Jon Miller of Marketo points out that "improving your landing pages can increase your conversions by 40% or more.(and) well-crafted search marketing program can provide not only broad brand exposure at a very reasonable cost (with CPMs of $10 or less), but also high-ROI lead generation. fade a bit."

SalesPredict Offers Highly Automated, Highly Flexible Predictive Modeling

Customer Experience Matrix

Back in, say, 2008, a product like this would be big news. This is possible primarily because the painstaking work of preparing data for analysis – which is where model builders spend most of their time – is avoided by connecting to a few standard sources, currently Salesforce.com and Marketo with HubSpot soon to follow. User interface is a second differentiator.

Briefly: My Interview with Jon Miller

WebMarketCentral

Jon Miller at marketing automation vendor Marketo , just posted his interview with me, B2B Marketing Thought Leadership: Tom Pick. I'm a bit too modest to be totally comfortable with a title like that, but I appreciate the compliment nonetheless. So, if you'd like to read my blathering on about marketing innovation, blogging, social bookmarking, SEO, SMO, SEM, b2b lead generation, lead management and B2B marketing and PR in general (which maybe you do, since you're here after all), check out Jon's interview

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Nurturing Sales Leads

Modern B2B Marketing

Check out this online video, where Marketo's CEO explains why companies need to get started with lead nurturing and how they can use automated processes to drive 35% more qualified sales leads for the same money. If you ask most executives to describe where revenue comes from in their organization, they'll usually talk about the "sales cycle" or "sales funnel". But as we all now know, the ways buyers research and purchase B2B solutions has been transformed by search and social media. Looking for more information? Check out our complete list of lead nurturing resources and best practice

Streamline Customer Acquisition to Grow With Reduced Funding

Modern B2B Marketing

Perhaps mostly important, Ken writes that capital-efficient growth can only come from streamlined customer acquisition processes that takes advantage of the latest internet-era tools, such as salesforce.com; WebEx, GoToMeeting, or ReadyTalk; and Marketo. At Marketo, we use these tools to drive our own high-volume revenue cycle, so I know it works. At Marketo, we've recently published The Big Easy Guidebook to Marketing Automation to help our prospects understand some of the differences between "The Hard Way" and "The Easy Way". Manage your complexity. Enjoy

64 B2B Marketing Tools and Resources

Modern B2B Marketing

Many of these are authored by the team at Marketo, but certainly not all of them. Supercharge Your Demand Generation with Personalization (Marketo on-demand webinar). Marketing Automation Market Trends 2008 (analyst report). There is an amazing amount of great content about B2B marketing out there, ranging from trends in demand generation to best practices in lead nurturing, lead scoring, and landing page optimization to how to buy and select marketing automation systems. As always, if you have an additional tool or resource you'd like to share, please let me know.

B2B Marketing Thought Leadership: Tom Pick

Modern B2B Marketing

Companies need to have the right tools in place (and Marketo's marketing automation software system is one of the best) and then have the right processes in place to use those tools. B2B marketing professionals in today's economy are always looking for new ways to do more with less and still gain a competitive advantage within the marketplace. As part of a new feature on this blog, I will be interviewing industry thought leaders to provide expert advice on lead generation, making the most of your current leads with effective lead management, and increasing your marketing ROI.

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The Power of Being Recommended

Sazbean

Friends 2008 1 bw (Photo credit: Marion Doss) We generally listen more to our friends and colleagues over what a company or individual who is trying to sell us something says.  It makes sense. Marketo has some great advice on how to become the recommended brand… We’re now at “the end of the beginning” of social media marketing. Since they’re trying to get us to spend money, their intensions are suspect. Which is why recommendations can be so powerful when it comes to building a business. Not only are the deals usually easier to seal, the customers usually are better.

Five Things You Should Know About Marketing to Millennials

Modern B2B Marketing

This diagnosis was really brought to light at Marketo’s company-wide Revenue Kickoff meeting earlier this month. And millennials have had a lot of things to orient us, from the DotCom boom (and bust), 9/11, and the 2008 economic downturn. Author: Marissa Lyman I have a confession. Up until a few months ago, I didn’t realize I was a millennial. That seems horrifically unaware. Awesome.

Marketing Automation Industry Growth

Fathom

Some of the factors  influencing  its growth are changing buyer behaviors ; the emphasis on revenue generation and measurement in the wake of the 2008 recession; and the ease of adoption through the software-as-as-service (SaaS) delivery model (via Marketo).… The marketing automation train has left the station. Or, billion in 2010 to $4.8 billion in 2015.

That was SOOOO Last Decade: 7 Words and Phrases Marketers Use that Must DIE in 2014

Modern B2B Marketing

mail:  I first  wrote about this one  in October of 2008. Drip Campaigns : First off, let me admit that we use “drip campaign” here at Marketo (it was mentioned in  39 of our articles  over the past few years). Author: DJ Waldow “Sticks and stones may break my bones, but words will never hurt me.” Ready? Here we go. 1. It’s time to drop it. ” Ahhhh!

Words 49

It’s Not Just Politics: The Evolution of Marketing in Presidential Campaigns

Modern B2B Marketing

The 2008 campaign year was an unprecedented turning point in which candidates embraced social media. This Author: Renata Bell As the primaries heat up, politicians are leveraging digital marketing and social media to capture the hearts (and votes) of U.S. voters. Having a strong digital presence is now table stakes  for political candidates. When Digital Marketing Meets Politics.

That was SOOOO Last Decade: 7 Words and Phrases Marketers Use that Must DIE in 2014

Modern B2B Marketing

mail:  I first  wrote about this one  in October of 2008. Drip Campaigns : First off, let me admit that we use “drip campaign” here at Marketo (it was mentioned in  39 of our articles  over the past few years). Author: DJ Waldow “Sticks and stones may break my bones, but words will never hurt me.” Ready? Here we go. 1. It’s time to drop it. ” Ahhhh!

Words 36

SiriusDecisions Summit 2009 – What we learned at the 2008 Summit, and why we are excited for 2009

Modern B2B Marketing

Here at Marketo, everyone is very excited about the upcoming SiriusDecisions 2009 Summit being held May 13-15 in Scottsdale, Arizona.     It became clear to many of the attendees, including Marketo, that sales not only needed to understand how marketing contributed to the sales process, but that sales needed to be able to see a 360 degree view of each individual lead from first click, showing marketing interactions with the lead, plus the results of their own personal efforts.  through opportunity completion and beyond. 

Get More Email Opens and Clicks Using Behavioral Targeting

Modern B2B Marketing

When David Daniels, founder of the Relevancy Group, was an analyst at Jupiter Research (acquired by Forrester Research in 2008), he reported that targeting emails based on Web click-stream data increased open rates by more than 50%, and increased conversion rates by more than 350%.  . Author: Jon Miller Knowing who your customers are is great, but knowing how they behave is even better.