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Active Conversion Offers Strong Lead Management and Leaves Out the Rest

Customer Experience Matrix

Summary: Active Conversion helps marketing and sales departments make the best use of leads they’ve generated outside the system. The classic demand generation cycle starts with an outbound email campaign, captures replies on a landing page, scores the responses, and then sends qualified leads to a sales automation system and keeps the others for more nurturing. These functions, plus supporting features for database management, content management, sales system synchronization, and reporting, form a basic template for measuring demand generation software.

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. The company’s new marketing automation platform enables users to create complete websites as well as microsites and landing pages, automatically send emails triggered by specific actions, configure lead scoring, and integrate with Salesforce.com. For a truly custom design, the company will convert a layered PhotoShop file into a Genoo template for $500. Share this on del.icio.us.

Act-On Software Does List-Based Demand Generation

Customer Experience Matrix

If you look at the Web site of Act-On Software , you’ll see a typical set of demand generation features: email marketing, demand generation (equated with landing pages and forms), lead nurturing, Website visitor tracking, channel (partner) marketing, and lead scoring. In most ways, working with Act-On is like working with other products: users build emails, landing pages and Web forms; track activities through page tags and cookies; do scoring and segmentation with activity history and lead attributes; and pass qualified leads to Salesforce.com.

Jesubi Doubles Sales Prospecting Efficiency

Customer Experience Matrix

The flash show when you enter the company’s Web site could easily be mistaken for a demand generation product – it lists campaign workflow, list segmentation, email templates, Salesforce.com integration and dynamic reporting. Another way to look at it: Johnson showed me that it took 12 clicks to log an email in Salesforce.com, compared with about three clicks in Jesubi. Yes, it does list segmentation, emails and multi-step campaigns, but these are not the outbound email blasts or unattended lead nurturing campaigns of a conventional demand generation system.

Net-Results Simplifies Demand Generation for Small Business

Customer Experience Matrix

Email campaigns are targeted at segments; Web visitors are classified into segments; behavior alerts are triggered by segments; lead scores are assigned to segments; leads are sent to the sales system based on segments; reports are run against segments. This process has five functions: send emails to prospects; capture responses on landing pages; score leads; send qualified leads to sales; and nurture non-qualified leads with multi-step campaigns. Each lead is assigned to the first "child" action whose entry conditions it meets. Net-Results does not.

SalesFusion Combines Online and Offline Marketing with CRM

Customer Experience Matrix

But the system does offer a comprehensive solution for smaller firms and, at least on the CRM side, can integrate with more powerful solutions including Salesforce.com , Microsoft Dynamics CRM and Siebel CRM On Demand. The email features cover all the basic requirements: template-driven personalized messages, universal and campaign-level exclusion rules, and both static and dynamic list definitions. The system’s features for lead scoring and routing are more impressive. It merged in 2007 with online forms vendor AxiomFire and assumed its current name in January 2009.

LeadLife Mixes Advanced and Simple Features

Customer Experience Matrix

It offers many features that appeal to large marketing departments: fine-grained user rights management, rule-based content selection, multiple scores per lead, central processes to score leads and transfer them to sales, APIs to integrate with external Web forms, campaign cost tracking, detailed ROI reporting, and project management with tasks. Leads can be assigned to an event with a list or posted to the event from a Web form. The system keeps track of all events each lead is linked to and uses events as its primary vehicle for marketing performance measurement.

SiteCore Adds Analytics and Marketing To Web Content Management

Customer Experience Matrix

Capturing detailed information with such systems involves much more than adding one code snippet to a shared page template. For example, SiteCore supports lead scoring by assigning content scores (for technology, marketing, sales, pricing, tech support, etc.) to each Web page or, potentially, to components within a page. The lead score for each visitor’s interest in each category is the sum of the category scores for all the pages that person has visited. Summary: SiteCore has added extensive analytical and marketing features to its Web content management system.

How to Compare Demand Generation Vendors: Choosing Summary Measures

Customer Experience Matrix

Categories for the self-evaluation seem pretty obvious: they would be the standard demand generation functions (outbound email, landing pages and forms, nurturing campaigns, lead scoring, and Salesforce.com integration), maybe a menu for less standard functions (e.g. explicitly direct leads from one campaign to another. explicitly define lead scoring as a campaign step, but have it point to a central lead scoring function. explicitly define lead transfer to sales as a campaign step, but have it point to a central lead transfer function.

Marketing Features in Salesforce Summer 09

Modern B2B Marketing

There are many new features for marketer to check out in the Summer 09 release of Salesforce.com.   Some of my favorite new features are: Campaign Member Fields in Email Templates is great because you can put an email template in Salesforce for your sales team to use that references a field from a campaign, which could never be done before.   To set up email templates, click Setup |Communication Templates | Email Templates. After July 2009, you can create Custom Fields on Campaign Member Records.   You can register for it here.

Review: Six Small Business CMS and Web Marketing Systems

Webbiquity

But if you can live within a template (and most of these tools do offer a respectable array of options), you can save thousands of dollars on design and coding costs. Though the product had issues in its original incarnation, Adobe has fixed many of these issues since acquiring it in late 2009 and continues to invest in product development. Genoo doesn’t provide native CRM functionality, but does have a pre-built integration to Salesforce.com. Genoo’s offering includes training on how to use its lead-nurturing capabilities. CMS Only. Squarespace. LightCMS.

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. The company's new marketing automation platform enables users to create complete websites as well as microsites and landing pages, automatically send emails triggered by specific actions, configure lead scoring, and integrate with Salesforce.com. 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.

Tom Pisello: The ROI Guy: Alinean Launches Interactive White Papers

Tom Pisello

Wednesday, October 13, 2010 Alinean Launches Interactive White Papers Overcomes Marketing Information Overload, Transforming Traditional White Papers into Dynamic, Personalized Engagement Tools Alinean, the leading creator of value-based interactive sales and marketing tools for B2B vendors, today launched a new demand generation tool for B2B marketers – Alinean Interactive White Papers.