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70 New (Really) Marketing Automation Stats

Marketing Action

Many of the marketing automation stats we regularly use – to make strategic decisions, craft presentations, prepare for sales calls – are getting a bit long in the tooth. Case in point: “Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% less cost.”. It’s from 2009. So we set off to uncover the most recent marketing stats.

Stats 54

87 New (Really) Marketing Automation Stats

Marketing Action

Many of the marketing automation stats we regularly use – to make strategic decisions, craft presentations, prepare for sales calls – are getting a bit long in the tooth. Case in point: “Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% less cost.”. It’s from 2009. So we set off to uncover the most recent marketing stats.

Stats 44

Why Are Marketing Automation Managers So Hard to Find?

LeadSloth

Even though some vendors have been around for almost 10 years, Marketing Automation is still relatively new. According to Forrester, only  2-5% of B2B firms have invested in full-featured Marketing Automation. Increasingly, B2B companies realize that Marketing Automation software requires skilled operators. But – if you decide to hire a Marketing Automation manager – what should you look for, and where do you find them? The situation with Marketing Automation reminds me most of Web Analytics.

70 New (Really) Marketing Automation Stats

Marketing Action

Many of the marketing automation stats we regularly use – to make strategic decisions, craft presentations, prepare for sales calls – are getting a bit long in the tooth. Case in point: “Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% less cost.”. It’s from 2009. So we set off to uncover the most recent marketing stats.

Marketing Automation Trends for 2010

LeadSloth

2009 was the year in which Marketing Automation really took off. Several new vendors appeared on the market, many existing vendors experienced rapid growth, and Marketing Automation as a term gained popularity among B2B marketers. In this post I want to focus on the trends in Marketing Automation for 2010. Integration of Social Media, Inbound Marketing and Marketing Automation. The need for new analytical skills. Sales & marketing alignment. Malcolm Friedberg , Principal, Left Brain Marketing.

B2B PPC Optimization: Thought Leadership with Terry Whalen of CPC Search

Modern B2B Marketing

The next interview in the B2B Marketing thought leader interview series is with Terry Whalen, a partner at CPC Search , a full-service SEM agency that optimizes PPC campaigns on behalf of its clients. This interview is focused on search engine marketing as it relates specifically to B2B. Prior to running CPC Search, Terry led marketing initiatives at Citrix’s GoToMyPC, and before that he received his MBA from UC Berkeley’s Haas School of Business. But for B2B, we are typically only measuring a lead submission via AdWords, and all leads are not created equal.

CPC 28

Inbound Marketing Automation

LeadSloth

Should Marketing Automation systems add Inbound Marketing tools as standard features? What is Inbound Marketing? Dharmesh Shah of Hubspot defines inbound marketing to include search, social media and blogs. In short: any marketing activity that draws people to your website. What is Marketing Automation? Why Automate Marketing?

Genoo Aims to Shake Up Marketing Automation Market

Webbiquity

Marketing automation / demand generation software enables marketers to build microsites and use content marketing to capture leads and nurture them through the buying process. Companies evaluating established providers such as Marketo , Eloqua , Silverpop’s B2B Engage and HubSpot would be well-advised to check out a relatively new contender as well— Genoo Marketing Automation. Pricing starts at $199 per month for a single user and microsite, with no limit on the number of leads in the account, plus $8.50 per 1,000 emails sent.

How Are CRM and Marketing Automation Different?

LeadSloth

Last week I presented a session at Silverpop’s B2B Marketing University in Atlanta. In addition to Marketing Automation, there were two big topics: Social Media and CRM. Many attendees were confused by CRM vendors claiming to offer full marketing functionality. If that’s true, why would you still need Marketing Automation? So let’s dig in and find how Marketing Automation and CRM are different. This was the list with strong points for a CRM system (compared to Marketing Automation): SFDC. Web Analytics.

Is your website a top performer — or a black hole for sales and marketing?

Webbiquity

Online tracking of web visitors has taken on added importance for sales and marketing. While web analytics software tells us important metrics like how many visitors we have, which pages they visit and for how long, sales and marketing need more leads. Follow Lisa on Twitter @lisajcramer or connect on her B2B marketing blog. Guest post by Lisa Cramer.

Abandon Your Marketing Automation System!?

LeadSloth

I’m working on an interesting project right now: moving away from a marketing automation system. The company in question has used a comprehensive marketing automation system for about 2 years. In the early days it was used to sift through hundreds of new B2B leads per day to identify the valuable leads. In addition to cost savings, the thinking is that a full-blown marketing automation system just makes less sense with the new strategy. How to Replace a Marketing Automation System? Lead scoring based on attributes (e.g.

The Four Pillars Of Revenue Performance Management

It's All About Revenue

We had just launched a succesful campaign to sell residential condos in South Beach, Miami that resulted in 2,600 legitimate “leads.”  But with only two in-store agents to follow up on them, how could they respond before the leads went cold? The solution Eloqua came up with is known today as lead scoring , and it’s a fundamental building block of sales and marketing alignment. By 2009 our CEO, Joe Payne, was talking about indicators that would would help marketers standardize reports like income statements, balance sheets and cash flow statements.

Adobe Buys Omniture: Good for Marketers, Bad for Marketing Automation Vendors

Customer Experience Matrix

Summary: Adobe's agreement to purchase Omniture illustrates the on-going convergence of Web content management and Web analytics systems. This puts pressure on marketing automation vendors, who also want to provide Web analytics and content management, and who are already being pressed by customer relationship management (CRM) vendors. As I discussed in July , marketers have a lot to gain from tight integration between a Web content management system (CMS) like Adobe's Dreamweaver and Web analytics and optimization like Omniture.

Entiera Offers Consumer Marketing Automation Software as a Service

Customer Experience Matrix

Summary: Entiera is a sophisticated consumer marketing automation system, offered as a service and at a lower price than conventional competitors. Entiera Insight is a marketing automation system primarily for companies that sell to consumers. I’m highlighting this because most of my recent posts have been about B2B marketing automation (demand generation) systems, and the two types of systems are quite different. But consumer marketing automation systems generally have more advanced database, segmentation, planning, project management and analytics.

Aprimo Marketing Studio Expands the Scope of Marketing Automation

Customer Experience Matrix

Summary: Aprimo Marketing Studio includes traffic generation features missing from nearly all existing marketing automation products. This broader scope should become standard as marketers try to truly integrate their programs. Aprimo is in the early stages of launching Aprimo Marketing Studio , a new Software-as-a-Service marketing automation suite that is separate from the existing Aprimo product.* If you read that list quickly, it sounds pretty much like every other marketing automation vendor.

Manticore VII Marketing Automation and Lead Generation Released

Webbiquity

Marketing automation / demand generation software provider Manticore today announced the release of Manticore Technology VII, which includes a fully customizable user interface, email and landing page folders, an email delivery wizard, and drag-and-drop list building functionality. Although the improved UI is the big change, the new version also adds integration with SalesForce.com for AdWords campaigns and improved lead generation capabilities. The company’s original focus was on web analytics. The early-adopting high tech segment is perhaps 25% penetrated.

Best Practices for Marketing Automation and Demand Generation Campaigns

Customer Experience Matrix

The heart of my presentation on Wednesday ended up as a list of 37 “best practices” for marketing automation / demand generation programs. I’ll probably embed them in a white paper for the Raab Guide Web site in the near future, but for now I thought I’d share them here. (If you want the full slide deck, complete with moderately witty speaker notes, drop me at email at draab@raabassociates.com.) A bit of context: the presentation listed a sequence of steps for marketing campaign creation, deployment and analysis. The marketer assembles information about the target audience.

SiteCore Adds Analytics and Marketing To Web Content Management

Customer Experience Matrix

Summary: SiteCore has added extensive analytical and marketing features to its Web content management system. The integrated analytics should save considerable effort for marketers. Channel-specific marketing automation is less appealing but should help to keep marketing automation vendors on their toes. commented last month that more Web content management system (CMS) vendors are adding marketing automation features. In other words, it is a substantial player in a crowded market. Guarnaccia didn’t see it that way.

The Pond Just Got More Crowded: Google, Salesforce.com and Sequoia Invest in HubSpot

Customer Experience Matrix

This could be a real game-changer in the small business marketing automation landscape. Salesforce.com and Google announced their long-anticipated entry into the marketing automation industry, in the baby-step form of investments in HubSpot. But if Salesforce.com likes what it sees, who knows where that will lead? intended to extend Google’s own business).

Aberdeen Predicts Web Content Systems Will Add Marketing Automation: I Agree, But.

Customer Experience Matrix

Summary: a new Aberdeen Group report argues that Web content management systems should add customer management features and will ultimately compete with traditional marketing automation products. agree with one reservation: I doubt large companies will use a single system to manage all customer touchpoints. I’ve been convinced for some time that Web content management systems (CMS) will become important platforms for marketing automation. Author Ian Michiels has been evangelizing integrated marketing platforms for the past year or longer. Exactly.

Presenting Effective Charts « The Effective Marketer

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Presenting Effective Charts Are your impressive charts effective? Go to Juice Analytics website and download their free add-on to Excel that cleans up charts for a professional look. Did we generate quality leads? Did we generate quality leads?

B2B Email Benchmarks: Answers Vary Widely

Customer Experience Matrix

One of the things I’m enjoying about my new role as head of analytics at Left Brain DGA is being closer to hands-on marketing than I was as a consultant. This leads to different questions than I used to get, including the ever-popular “what’s a reasonable response rate for our emails?” found five relevant studies dating back to 2009. Here is the U.S.

Interview with The Funnelholic

Digital Body Language

Our conversation ranged across a number of topics, from the evolution of social media and its B2B marketing applicability, to measurement and the challenges of today's CMO. I got a lot out of our conversation, and I hope you will too. The Internet runs like a free market -- if there is demand someone will fill it. If ROI is measured too early, than marketing will fail.

ActiveConversion Review - SMB Lead Management

LeadSloth

From Web Analytics to Demand Generation. ActiveConversion first became known for its sales-focused Web Analytics, such as identifying companies that visit your website (similar to Leadlander ). Therefore I initially called them a ‘niche vendor’ However, the product has evolved into a fairly complete marketing automation suite for SMB companies. Lead Scoring.

Review: Six Small Business CMS and Web Marketing Systems

Webbiquity

Should you look at something beyond a CMS—a web marketing system (WMS), that provides additional functions like customer relationship management (CRM) and email? For businesses looking beyond “free&# tools, here are six CMS and WMS options that can help you get more sales and marketing productivity out of your website, while being easy on your web content contributors. It offers a solid set of features including site search, multiple permission levels for different types of contributors, a form-builder, and  built-in analytics. Web Marketing Platforms. Genoo.

The Difference Between Drip Marketing and Closed Loop Marketing

Modern B2B Marketing

  While they often imply use of email and online marketing, they have been used to improve the success of marketing efforts long before today’s marketing technologies were available.   The increase in the terms usage is due to marketer’s ability to better implement these programs, due to email, website monitoring and web analytics, campaign tracking, and campaign optimizing allowing for A/B email and landing page testing.   ROI will need to be determined for any email or marketing automation tools used for drip campaigns.

We need an app for that

Chris Koch

I’ve been working on a report for ITSMA clients this week about analytics and it got me thinking about the proverbial bigger picture of B2B marketing. We know from our research that we in marketing don’t do much with analytics—i.e., Only 50% of marketers in our survey said they had analytics programs, and of these, few were focused on predicting behavior; most were simply reporting past behavior. Even rarer is the ability to carry those analytics all the way through to a sale. Make the analytics come to us. Universal lead definition.

We need an app for that

Chris Koch

I’ve been working on a report for ITSMA clients this week about analytics and it got me thinking about the proverbial bigger picture of B2B marketing. We know from our research that we in marketing don’t do much with analytics—i.e., Only 50% of marketers in our survey said they had analytics programs, and of these, few were focused on predicting behavior; most were simply reporting past behavior. Even rarer is the ability to carry those analytics all the way through to a sale. Make the analytics come to us. Universal lead definition.

Top 80 B2B Marketing Posts for 2009

B2B Marketing Zone Posts

It’s always fun at this time of the year to look back at what’s happened in the world of B2B Marketing.  We are happy to announce the Top Posts as defined by Social Filtering - meaning by everyone involved directly or indirectly.  This technique was also used to generate the Hot Trends in B2B Marketing for 2009. Top 80 Posts - December 1, 2008 to November 30, 2009. 10 Tips for Using Twitter And Email Marketing for B2B - Anything Goes Marketing , December 21, 2008. Brands that Tweet - Buzz Marketing for Technology , December 15, 2008.

Four reasons to stop measuring marketing

Chris Koch

It’s time to declare marketing metrics a failure once and for all. It’s difficult to parse out the contribution that marketing makes to a sale and it’s even more difficult to get salespeople to spend the time figuring out/checking the box/giving credit in the quest to determine whether marketing played a role in making the sale. Now. I’ve had some good conversations this week with ITSMA’s Julie Schwartz and with lead management guru Brian Carroll and we all agree that in the broadest sense, measuring marketing misses the point. Create a unified lead process.

10 Hottest Topics in B2B Marketing for 2009

B2B Marketing Zone Posts

One of the really cool things about the B2B Marketing Zone and Browse My Stuff is the ability of the system to determine hot topics or trends based on the content that is being brought together in topic hubs.  Using the system, we found that these are the hottest topics in B2B Marketing for 2009. Why are these the hottest topics during 2009? 2009 Big List of B2B Marketing and Sales Blogs , August 27, 2009. Twitter Analytics: Five Practical, Lesser Known Free Tools for B2B Professionals , August 31, 2009. February 16, 2009.

Marketing Analysis: Foundations for Great Analysis

Digital Body Language

One of the most commonly cited benefits of implementing a marketing automation system is the opportunity to improve your organization’s ability to analyze marketing effectiveness. However the final outcome of great marketing dashboards rests on a strong foundation of data. Data Quality: The next foundation for marketing analysis is data quality.

Four reasons to stop measuring marketing

Chris Koch

It’s time to declare marketing metrics a failure once and for all. It’s difficult to parse out the contribution that marketing makes to a sale and it’s even more difficult to get salespeople to spend the time figuring out/checking the box/giving credit in the quest to determine whether marketing played a role in making the sale. Now. I’ve had some good conversations this week with ITSMA’s Julie Schwartz and with lead management guru Brian Carroll and we all agree that in the broadest sense, measuring marketing misses the point. Create a unified lead process.

Measure Your ROI on Social Media Leads

LeadSloth

Lead Source Measurement Needs Improvement. After that, Google Analytics provided similar tracking features by appending variables to the existing URL (see the Google URL Builder tool ). There are two big limitations for using this in B2B marketing: You can only see conversions, not opportunities or revenue (because that information is in the CRM system). Marketing Automation to Measure End-to-End ROI. It ties into existing identified visitor tracking functionality (so clicks on GURLs and the entire web session are added to the lead record as metadata).

Marketing Automation Update: Manticore VII Released

WebMarketCentral

Marketing automation / demand generation software provider Manticore today announced the release of Manticore Technology VII, which includes a fully customizable user interface, email and landing page folders, an email delivery wizard, and drag-and-drop list building functionality. Although the improved UI is the big change, the new version also adds integration with SalesForce.com for AdWords campaigns and improved lead generation capabilities. The company's original focus was on web analytics. Tags: General Marketing Web Marketing

Medical Symptoms and B2B Marketing Processes

Digital Body Language

The natural flow of scoring leads, qualifying them, and then handing them off to sales is disrupted when a sales team is allowed to grab the best leads from the funnel regardless of where the scoring system has placed them. salesperson cherry picking leads that the lead scoring algorithm has not deemed ready for sales may be an indicator of a deeper underlying issue.

Having a blast with B2B email?

Acquiring Minds

Otherwise known as Batch & Blast email, B2B marketers have viewed this type of email as best for retention marketing, rather than acquiring customers. In the early days of email marketing, two powerful types of email were unavailable to B2B marketers: 1to1 Sales emails that allow sales reps to automate, personalize and track emails. Multi-Function Email Suites dominate B2B email marketing. Retention email marketing takes a back seat to acquisition marketing. Marketing automation vendors are extending their applications.

Hubspot Offers Small Business Marketers a Big Bundle of Features

Customer Experience Matrix

Summary: Hubspot offers a bundle of Web traffic generation and lead management features in one low-cost package. Yesterday’s post described one strategy to sell marketing automation to small businesses: provide a specific, turnkey service that requires virtually no skill or effort from the user. So I believe the future lies with integrated marketing automation systems that combine many different functions while sharing data and processes whenever possible. That would greatly limit the marketing automation vendors' business.

Genoo Aims to Shake Up Marketing Automation Space

WebMarketCentral

Marketing automation / demand generation software enables marketers to build microsites and use content marketing to capture leads and nurture them through the buying process. Companies evaluating established providers such as Marketo , Eloqua , Silverpop's B2B Engage and HubSpot would be well-advised to check out a relatively new contender as well— Genoo Marketing Automation. Pricing starts at $199 per month for a single user and microsite, with no limit on the number of leads in the account, plus $8.50 per 1,000 emails sent.

Take a Sales Guy to Lunch: Bridging the Sales & Marketing Divide

The Point

It’s no secret that I am a fervent evangelist for marketing automation, and at our agency we see the real-life benefits every day in the form of clients generating higher conversion rates, more qualified leads, and shorter sales cycles. But marketing automation can also have an impact on a more strategic level, addressing the frequent disconnect between marketing and sales, and also by helping to make marketing departments more accountable. BAS) I am pretty excited about the advances in marketing automation systems with built in analytics.

LoopFuse Offers No-Frills Demand Generation

Customer Experience Matrix

The process to set up multi-step campaigns (which the vendor calls “lead flows”) is now quite straightforward. Users first create the lead flow and link it to recipient and suppression lists that will determine who enters the flow. Esthetics aside, however, the actual capabilities of the lead flows are still somewhat limited. The only direct action available in an activity node is to send an email; all other options involve updates to the CRM system such as adding a lead, changing data, or assigning an activity. The system stores one score per lead.

SalesFusion Combines Online and Offline Marketing with CRM

Customer Experience Matrix

Summary: SalesFusion combines all channels within marketing, and merges marketing automation with CRM as well. Look, I know online marketing is important. Business marketers probably spend more online, but, once you add in the cost of salespeople, I’d guess that online spending still accounts for less than 10% of the combined total. My point here – have you met my pet, Peeve? – is that nobody needs a comprehensive online marketing suite. They need a comprehensive marketing suite, period, that includes both online and offline activities.

Demand Generation Implementation Survey: Half of Users Deploy Basic Features in One Week

Customer Experience Matrix

This suggests that marketers are quickly gaining value from their systems, but also highlights the need for continued training to be sure they take advantage of all system capabilities. lead transfer to CRM 18 5 8 0 2 2 35 0.94 CRM integration / synchronization 23 4 2 1 3 3 36 0.92 lead scoring 12 7 3 0 10 4 36.89 multi-step lead nurturing campaign 8 10 7 2 5 4 36 0.89 Web site analytics 14 7 6 2 2 4 35 0.89 But they’re certainly a popular marketing tool, so I guess people will run them through their demand generation system regardless. lead scoring 0.38