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Thought Leadership Interview #8 – Brian Kardon, CMO of Eloqua

Fearless Competitor

I’m pleased to bring back a series of interviews with thought leaders in B2B Sales and Marketing from earlier this year. We interviewed a great marketing expert, Brian Kardon , Chief Marketing Officer of Eloqua. Most of our clients were forecasting like it was still 2009.  Companies tend to do what they did in the past, but marketing has been transformed.

New White Paper and Eloqua Prospect Profiler

Customer Experience Matrix

Eloqua yesterday announced Eloqua Prospect Profiler , which makes it easier for salespeople to review prospect behaviors that are captured by the demand generation system. The paper, Restoring the Balance: Why Marketing Holds the Key to Effective Selling in a Changed Business World , is available for free on the Raab Guide site and will eventually show up on the Eloqua site as well.

B2B Marketing Trends From Eloqua Experience 09 Via Twitter

Anything Goes Marketing

Earlier this month I left my newborn and poor wife at home for an unforgettable week at Eloqua Experience in San Francisco. This sold out event brought together some of smartest marketers from all over the world. While there were a few keynote speakers, the conference focused on having the Eloqua community share their experiences so we could all learn from each other.

Social Media Buzz at a Live Event

Digital Body Language

We just finished up Eloqua Experience 2009, which was a spectacular event all around. Marketers from around the world came to celebrate success, and we filled three days with great discussions, fabulous speakers, and new connections among the best marketers in the world. Tags: Facebook Social media Twitter Event Marketing

Marketing Automation Catching On Fire

The Effective Marketer

Some have even suggested that marketing automation market is floundering , but it is such a new market and offering that is innevitable to have doubts, especially with these many vendors in the space. With time, a shake out is likely (in fact, the recent acquisition of Unica and Aprimo may point to consolidation ) and the evolution of solutions will ensure marketing automation has a place in most marketing organizations, much like CRM is now standard for sales departments. Marketing automation is still in its infancy. What do you think ? Keep going!

Digital Body Language: Our B2B Facebook Marketing Strategy

Digital Body Language

It's a work-hard, play-hard world out there, and there's nothing better to end a day of deep discussions on marketing than sharing a few drinks or going out to grab a bite to eat. suspect we're not the only marketing team who was on one hand intrigued by the reach and the buzz of Facebook, but on the other hand not quite sure what would work from a B2B marketing perspective.

John Legend Coming to Interact 2014

It's All About Revenue

by Amanda Batista | Tweet this We are pleased to announce that award-winning singer songwriter John Legend will be a keynote speaker at  Interact 2014 , the digital marketing conference for B2C and B2B marketers which will bring together thought leaders and technical innovators from top brands across the globe. Together, let’s explore modern marketing’s bright future.

Four Practices to Increase Webinar Effectiveness

Digital Body Language

Are you using webinars as a lead-generation tactic in your marketing efforts? According to MarketingSherpa , webinars are "one of the top two lead-generation tactics for B-to-B technology marketing". Couple that with the current economic climate and you have a few great reasons to include webinars in your 2009 marketing strategy. Leverage offline channels.

How to Squeeze the Most Life from Your Content

Savvy B2B Marketing

Nearly half of marketers don't think (or aren't sure) they have enough content to fill their marketing needs. Those are the findings from an Executive Benchmark Survey of B2B marketers conducted by Bulldog Solutions and Frost & Sullivan. As a marketer, you should be concerned if you can relate to those findings. generate leads). Photo source:[link

Marketing Automation Venture Funding: Profitable or Profligate?

Fearless Competitor

Lead Generation Companies | Analysis of marketing automation space – great guest post. Here we feature the marketing automation experts at Software Advice. SoftwareAdvice does great analysis of the marketing automation space. Their recent post is a superb analysis of the marketing automation industry. billion in marketing automation vendors since 1998.

Tips on Using Twitter to Boost Your Marketing Efforts

Anything Goes Marketing

Well think again because the popularity of Twitter is growing at an alarming rate. I’m always trying to think about how marketers can better leverage the social media technologies that are out there and then share them with you. Many of these may not be worth it to you and your company but they’re good to keep in mind. I’ve already written a post on tips for using Twitter and email marketing but I wanted to take this to another level. This led me to research the ways that marketers are leveraging Twitter to improve their engagement with their target audiences.

Pedowitz Group's Sweet Suite Builds the Missing Link between Social Media and Marketing Automation

Customer Experience Matrix

Summary: Pedowitz Group’s Sweet Suite captures social media comments and forwards them to a company’s primary marketing automation system. It’s a small but critical step towards integrating social media with other marketing programs. Marketers and the vendors who support them are working feverishly to harvest the opportunities created by social media. These too are increasingly common, although most still operate outside of the marketing automation suites. But truly integrating social media with other marketing activities requires considerably more.

Demand Generation Usability Scores - Part 3

Customer Experience Matrix

Usability Items for Complex Marketing Programs (note: this is a slightly revised version of the original post, reflecting vendor feedback.) This post will complete the demand generation vendor usability scores by looking at items that contribute to usability for complex marketing programs. The underlying logic was explained in last Friday's post : marketers running complex programs need precise control over flows among many different campaigns. Marketers can define a large campaign flow that links the small, linear campaigns. Multiple scores per lead. 3.5 6 5.5

Thought Leadership Interview #8 – Brian Kardon, CMO of Eloqua

Fearless Competitor

I’m pleased to bring you a series of interviews with thought leaders in B2B Sales and Marketing. This This time we interviewed a great marketing expert, Brian Kardon, Chief Marketing Officer of Eloqua. Jim Dickey said it is like raising the high jump bar, when we could not clear the last height.  As a marketing expert, Brian, what are you observing in B2B sales?

Demand Generation Implementation Survey - Background Results

Customer Experience Matrix

nbr responses vendor 8 Marketo 6 Eloqua 3 3 LoopFuse 3 Pardot 2 Market2Lead 2 Treehouse Interactive 1 eTrigue 1 Vtrenz (Silverpop) 7 No Response 36 Another intriguing bit of contextual information is the deployment date of the systems. In any case, the ten deployments in the first four months of 2009 (or 12 if you count the two future dates) and 12 in 2008 highlights the newness and fast growth of the demand generation industry. But the numbers are very small, recency may also introduce some bias, and in any event even the earlier customers are highly satisfied.

Demand Generation Implementation -- Take My Survey, Please!

Customer Experience Matrix

Here is the cumulative percentage of total features deployed based on when they were first deployed: time since system deployment first week first month second month third month later cumulative % of used features 38% 65% 81% 86% 100% The recent discussion triggered by my post Pedowitz Group Offers Free Support for New Eloqua Clients raises an important question: Just how much can marketers realistically expect to accomplish during the initial stages of a demand generation system deployment? In theory, those could be defined even before a marketing automation system is selected.

Demand Generation Usability Scores - Part 4

Customer Experience Matrix

Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B complex 11 8.5 12 9.5 Although the focus of these last three posts has been on usability scoring, you may remember that the goal described in the blog post that started all this was to develop a summary comparison of demand generation vendors that marketers could match against their needs. Usability requirements are roughly similar for all marketers. Yes, some features apply more to simple marketing programs and others to complex programs. Choose whichever sounds best.

The 3 ingredients of business success today

Fearless Competitor

Marketing Automation — Good packages out there like Marketo and Eloqua. Content MarketingMarketing automation starves without great content. Trigger Events — look for InsideView for software and ShiftSelling for ideas. Marketing automation is the tool. And trigger events help your salespeople know when they are ready to buy. Tags: Lead Nurturing lead generation marketing campaigns marketing funnel One or two won’t do the job.  It’s three or die. Why does this three prong approach work so well today?

Study: B-to-B Marketers Lagging With Social Media

delicious b2bmarketing

Sales & Marketing. --> Bloggers. --> Resources. FOLIO: Staff. --> Suppliers. --> Webinars. --> Events Industry Events. 2009 Eddie and Ozzie Awards Winners. Study: B-to-B Marketers Lagging With Social Media. Data shows about 40 percent of b-to-b brands aren’t using social marketing. Marketing/Comm/PR. Events. Marketing. Event Type.

Turn around a struggling business

Fearless Competitor

Here’s what we are going to do: Sit down with R&D, Marketing and Sales to re-craft our value proposition.  We need to clearly articulate the value customers get from working with us.  It’s not about us –  it’s about them. For info on companies and trigger events, we’ll use ZoomInfo or InsideView.  To map our selling process, we’ll use or Landslide.  And to automate our marketing activities, we’ll use Eloqua or Vtrenz. (A hypothetical introduction of a new CEO in a turnaround.  Jeff).

How to Create a Social Media Marketing Strategy


MarketingSherpa's 2009 Social Media & PR Benchmark Guide (PDF) provides a wealth of useful statistics and guidance. technologies." (If you parse that, it matches up pretty closely to the 4 C's model of social media marketing.) Tactics slated for cuts by large majorities of respondents included events, radio/TV, email to rented lists, and print ads. In It Came from Facebook!

Email Design Review Gallery « 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 Email Design Review Gallery Are you tired of what your marketing emails look like? Sure, our email marketing software has some canned templates but they are very bland. I was looking for some real-life good looking HTML emails I could use as a reference.

Demandbase: A New Twist In The Lead Management Automation Market

delicious b2bmarketing

Home Forrester Research « I was recently briefed by | Main | Going Corporate » August 26, 2008 Demandbase: A New Twist In The Lead Management Automation Market [Posted by Laura Ramos ] In a recent survey of over 2100 IT professionals who buy or recommend telecom and networking solutions, we found buyers turn to peers and colleagues first, followed by vendor, industry trade, or professional Web sites, to inform their purchase decisions. B2B marketers looking for ways to turn their Web sites into demand generation tools have some new solutions to consider. Would love to get your $.02.

Numeric Scoring: The Key To Lead Management Success

delicious b2bmarketing

Home Forrester Research « We’re renaming the blog | Main | New networks in the news » April 16, 2008 Numeric Scoring: The Key To Lead Management Success [Posted by Laura Ramos ] Recently I saw a preview of Eloqua’s spring release and it got me thinking about the role lead scoring plays in determining campaign effectiveness. hadn’t seen the product in a while and was impressed with the UI improvements the Eloqua team has produced. And this is where I think the marketing rubber hits the sales road. In my view, these marketers live by four best practices. Start dialing.

How Everybody Wins with HubSpot's Funding « 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 How Everybody Wins with HubSpot’s Funding As everyone in the marketing industry surely knows by now, HubSpot raised $32 million in additional funding. For Eloqua, at least, they say there’s no need to worry since HubSpot is serving a very different market.

2012 #Nifty50 Top Men in Technology on Twitter

Blue Focus Marketing

Brands willing to engage with and give back to their communities will see these efforts rewarded with increased sales, market share and—most important of all—improved brand loyalty. “ The future of profit is purpose. ”. As the Chief Marketing Officer of SAP , Jonathan oversees the development and execution of marketing strategy around the globe. Chris Adams – @chrishadams.

Give Old Spice (and P&G) The Credit It Deserves |


What may seem like a social only event – is certainly tied to a set of specific retailing strategies at the store level. There are a lot of super smart, creative, innovative and intelligent marketers in this world. Market share, and more importantly, MIND share is be gained every day. I’m thinking this was dreamed up in late 2008, early 2009. Yes or No? Lots more.

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How Do You Do It? – My super secret (shh!) 6 Tips for blogging success

Fearless Competitor

How do you do it? (In fact, Mike Volpe , Chief Marketing Officer at Hubspot said to me “ Jeff, at Hubspot we have many writers for our blog and it publishes frequently. And Mike invited me to appear on HubspotTV , now called Marketing Update.). Create one or more weekly events, shows, etc. Check out 5 Lessons a B2B Marketer Can Learn from “Breaking Bad.&#.

Marketing Automation Trends for 2010


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. Sales & marketing alignment. Chris Frank , Director of Marketing, TreeHouse Interactive. Malcolm Friedberg , Principal, Left Brain Marketing.

Top 32 B2B Marketing Posts and Hot Topics of Social Media Forecast

B2B Marketing Zone Posts

Best of B2B Marketing. Great stuff this month in the world of B2B Marketing.  Five Big Shifts in Social Media Marketing - Webbiquity , April 19, 2010 Social media reflects a larger trend toward buyer empowerment that has changed not only the practice but the underlying philosophies of marketing over the past several years. HP, P&G) to the channel… The Difference Between B2B Leads and Personas - Marketing Interactions , April 17, 2010 B2B marketers have relied on lead definitions to define their marketing programs for years. April 2010.

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B2B Social Media Strategy: 5 Steps to Gaining Executive Buy-in.


The job is often handed to the PR pros, online marketing executives, customer service managers, or anyone who recognized the power of social media early on. And according to Morgan Stanley, social media users surpassed email users in July of 2009 but social media usage surpassed email in November of 2007 (based on time spent). is an online magazine for B2B marketers.

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The Danger of Email Marketing Benchmarks « 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 The Danger of Email Marketing Benchmarks A recent article from BtoB Online about email deliverability reminded me of how dangerous this whole thing of email marketing deliverability numbers can be. Our open rates average 30%. Is this good?

B2B Lead Generation Blog: Webcast: 8 Critical Success Factors for B2B Lead Generation

B2B Lead Generation Blog

Recent Posts Learn the New Rules for Selling to Crazy-Busy Prospects BtoB 2010 Lead Generation Guide just published Thoughts on how the human touch impacts marketing performance 5 Steps To Creating A Lead Gen Machine & The Predictable Revenue That CEOs Love 100 Tips for Trade Show Lead Generation LinkedIn B2B Lead Generation Roundtable Group Turns One Lead Generation 2.0

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Aprimo Marketing Studio Supports Sophisticated Business Marketers

Customer Experience Matrix

Summary: Aprimo Marketing Studio offers powerful features in an on-demand system for sophisticated business and consumer marketers. When I wrote about Aprimo Marketing Studio in a post last August , I was impressed by the scope of the product but reserved judgment because it hadn’t yet been launched. Like Aprimo itself, Marketing Studio is a bit of an oddity because it serves both business and consumer marketers. Neolane may be the most similar, since it also straddles the business and consumer marketing worlds. You know who you are. Good stuff.

Is Foursquare Relevant for B2B Marketers?

Digital Body Language

Recently, I’ve been playing around with foursquare to get a better understanding of it, and think about how it might have a significant impact on B2B marketers. Whereas I’m far from a power user, I have unlocked a few badges (sadly, one of my first was the “Jetsetter” badge that is given for checking in at 5 airports), and I’m in strong contention for the Mayorship of Eloqua.

B2B 2

B2B Lead Generation Blog: On B2B Demand Generation tools and Lead Generation Dashboards

B2B Lead Generation Blog

Recent Posts Learn the New Rules for Selling to Crazy-Busy Prospects BtoB 2010 Lead Generation Guide just published Thoughts on how the human touch impacts marketing performance 5 Steps To Creating A Lead Gen Machine & The Predictable Revenue That CEOs Love 100 Tips for Trade Show Lead Generation LinkedIn B2B Lead Generation Roundtable Group Turns One Lead Generation 2.0 What do you think?

Search Engine Marketing and B2B – #B2BChat


About | Advertise | Submissions | Write for Us CrowdsourcedFRD Home Advertising Branding Content Marketing Lead Gen SEO-SEM Social Media More Strategy Design PR eBooks Educational Facebook Guest Posts Twitter Search Engine Marketing and B2B – #B2BChat May 19th, 2010 | By Andrew Spoeth This post is brought to you through a partnership between and the B2B Search Strategy Summit.