Eloqua Experience 2010
OCTOBER 20, 2010
This week I attended the Eloqua Experience, Eloqua’s user conference in San Francisco. The big news of this event is the launch of Eloqua 10. It’s the result of 2 years of hard work, and it looks very good. The revamped user interface makes working with Eloqua a lot of fun. Here is a preview: Eloqua 10 Campaign Builder (click to enlarge). They are raving about Eloqua 10. Overall.
25 Great B2B Content Marketing Articles
AUGUST 11, 2010
While doing research for my upcoming webinar on creating content that converts , I found many great articles on B2B Content Marketing. Here are the 25 articles that I liked best. Most are blog posts, but I’ve also included some eBooks. My focus is on B2B, rather than B2C. Often, some of the basics are the same, but not always. For example, the complex sale is usually unique to B2B selling, and that’s when you would map content to stages in the buying cycle. So here are the articles: Overview Articles. Joe Pulizzi, What is Content Marketing? Personas. Content Planning. Content Reuse.
Great B2B Email Copywriters: Where Are You?
AUGUST 31, 2010
Lead Nurturing depends on great content. Not just eBooks, blog posts and webinars, but especially email content. Email is still the most effective way to promote your content, but it’s hard to get noticed in today’s overflowing inbox. However, a good email can make the difference between a 2% click rate and a 12% click rate. The email text itself is not the only thing that matters.
Will Marketing Automation Be Free?
AUGUST 10, 2010
Today Genius.com announced a free version of their Marketing Automation system. Only about a month ago, Loopfuse also started offering a free version of their Marketing Automation system. What does this mean for companies interested in adopting Marketing Automation? How Much Is Free? Let’s first look at the features of the free versions: Loopfuse. Genius.com. Users. unlimited. 5. Emails / month. 5,000. 2,500. Contacts. 2,500. 3,000. Pageviews / month. 100,000. unlimited. Support. community-driven. community-driven. So these offerings are closely matched. Why Free? Why are they doing this?
Sales 2.0: Marketing Automation & Salesforce Chatter
MARCH 8, 2010
Today I’m at the Sales 2.0 Conference in San Francisco. write about Marketing Automation, so why am I at a sales conference? I’m here because I believe Sales & Marketing should be on the same team. Marketing Automation can help both Marketing and Sales, but it requires intense collaboration: that’s what Sales 2.0 is all about. Chatter and Marketing Automation.
JULY 12, 2010
UPDATED REVIEW: My earlier review of HubSpot’s Inbound Marketing software was more than 1 year old and the software has evolved a lot: time for an update! I see two clearly distinct target groups for HubSpot: Small business owners. Marketing departments at mid-size companies. Both groups will use HubSpot to generate more inbound leads, but they have vastly different requirements. Conclusion.
Learn Holistic Lead Nurturing
SEPTEMBER 1, 2010
Would you like to learn how Lead Nurturing can turn more of your leads into revenue? On a single afternoon in New York City, Silverpop brings together several expert speakers to discuss Holistic Lead Nurturing strategies. The agenda covers B2B marketing trends, marketing infrastructure, nurturing dialogs, campaign development and implementation advice. Cost: FREE for qualified marketers.
5 Questions That Will Double Your Email Response Rates
AUGUST 16, 2010
Great lead nurturing content starts with great email copy. So I’ve created 5 questions to ask yourself when writing email copy. If you use these questions to optimize your emails, you’ll see a spectacular increase in response rates. Want to see more? Register for Tuesday’s webinar: https://www2.gotomeeting.com/register/579411539.
Plugging the Leak in the Middle of the Sales & Marketing Funnel
JUNE 18, 2010
Time & Date: Tue, Jun 22, 2010 11:00 AM PDT. I’ve recorded an introductory video on lead nurturing and how it can turn more raw leads into qualified leads. Effective lead nurturing will prevent prospects from falling out of the funnel before they are ready to talk to a sales person.
Drip Campaigns: Tips From Marketing Automation Monday
NOVEMBER 16, 2010
Almost 30 people showed up for the first two Marketing Automation Monday meetups in San Francisco and Palo Alto. The topics for these meetings was drip campaigns and lead nurturing. Lots of good ideas and best practices were exchanged, and I wanted to give you a quick summary in this blog post. Database Segmentation. Segmentation came up several times. You need to tailor your drip campaigns to different audiences. Often, this is based on product, company size, industry or sales channel (direct, partner, affiliate). Some companies were actively capturing more information on prospects (e.g.
7 Steps to Finding Untapped Revenue in Your Marketing Database
JUNE 17, 2010
This Tuesday (June 22nd) I’m presenting a webinar on the 7 steps to finding untapped revenue in your marketing database. Do you have many leads in your database who have never been followed up on? If yes, you have a lot of untapped revenue in your database. Attend this webinar to learn how to generate additional revenue from your existing leads.
Social CRM, Inbound Marketing and Marketing Automation
MAY 5, 2010
Today I’m a panelist at the Silverpop Client Summit and we’re talking about Social CRM, Inbound Marketing and Marketing Automation, moderated by Adam Needles. That’s a wide variety of topics, but I believe there is a clear relationship between them: Both CRM and Marketing Automation are changing because of Social Media and Inbound Marketing. Social CRM.
Lead Nurturing Checklist for Marketing Automation
APRIL 15, 2010
If you want to make a start with Lead Nurturing, what are the right questions to ask? And what are the decisions that you need to make? In this post I present a short checklist of questions to ask before you get started with lead nurturing: Do you want to nurture new leads, existing leads or both? How do you to segment your audience? Which content is available for nurturing? Segmentation. Content.
B2B Marketing Events 2010
FEBRUARY 15, 2010
Some featured events: Silverpop B2B Marketing University. I’m speaking at the B2B Marketing University. Although it’s organized by Silverpop, it’s primarily a thought leadership event: no product demos, customer cases, or other company promotions. Sales & Marketing 2.0 Conference. Even though the name makes you think otherwise, the Sales 2.0 conference this fall! Final Words.
What Lead Nurturing Content to Send When?
AUGUST 24, 2010
On Thursday I’m presenting a webinar with Treehouse Interactive , called “Lead Nurturing 101″ One of the registrants sent me the following question: How much of this webinar will be about content, i.e. exactly what to say in each subsequent email in a series designed to move someone from prospect stage to buying stage? The webinar will only cover this briefly, so therefore I’m giving some more details this blog post. By the way, you can still register for the webinar. What Is Lead Nurturing Content? Mapping Content to Buying Stages. Content for Nurturing Emails.
Process Turns Marketing Automation Into Revenue
OCTOBER 18, 2010
Today I read a blog post about 7 trends that speed up the adoption of marketing automation. It mentions the importance of valuable content, the increasingly longer sales cycles and the “consumerized B2B sales processes. These are all important trends, and many people will wonder: how do I get started? Unfortunately, there is more to it than just technology. Process First. That was hard.
Best CRM for Marketing Automation: Salesforce.com, Microsoft or Oracle?
SEPTEMBER 8, 2010
Forrester recently released a vendor evaluation for midmarket CRM vendors. If you look at Marketing Automation systems, the best supported CRM system is Salesforce.com. However, Forrester states that Microsoft Dynamics CRM may actually be a better CRM product. That brings up a range of questions: What does CRM integration mean? What if you’re choosing a CRM system today? Register now ».
Social Media & Marketing Automation
AUGUST 26, 2010
This week there was a discussion about Social Media and Marketing Automation in the LinkedIn Group of the Marketing Automation Association. Around the same time I got an email announcing Marketo’s Chatter for Sales Insight , integrating sales notifications in the Facebook-like interface of Salesforce.com Chatter. asked myself: Does Marketing Automation Get Social? How useful is this?
Finding Untapped Revenue in Your Marketing Database
AUGUST 25, 2010
It’s sort-of like living on top of a goldmine, but you have to dig to get to the gold. Lead Nurturing takes a lot of effort, but it’ll pay itself back ten times over. With a solid nurturing strategy you’ll find new sales opportunities from leads who you thought were not interested. But how do you create a solid lead nurturing plan? Know All About Your Audience. Have Conversations.
Assessing The Value of Your Lead Database
AUGUST 2, 2010
This Wednesday I’m presenting a webinar called “Search and Rescue for your lead database , hosted by Loopfuse. It presents a 7-step process to generate revenue from existing leads, who were previously assumed “lost. Part of this process is assessing the value of your existing leads. Unfortunately, there is no exact answer for this. See the video below for more details.
Upcoming Lead Management Events
JUNE 7, 2010
This week there are a couple of interesting Lead Management events, so I thought I’d share them with you in a short blog post: Hubspot Show & Tell , new features including lead management, June 8th (tomorrow). Genius Demand Gen Academy , series of 12 webinars, starting June 9th. MarketingSherpa Lead Management webinar , June 10th (sponsored by Eloqua). Hubspot Show & Tell.
5 Ways to Use Social Media in Marketing Automation
FEBRUARY 17, 2010
This is the first of three posts for the Silverpop B2B Marketing University , March 3rd in Washington DC. will be speaking about Marketing Automation features, the marketing technology ecosystem, and the impact of Social Media. Social Media. When talking about Social Media, most people immediately think of Twitter or Facebook. Lead Generation. Lead Nurturing. Lead Intelligence. Customer Support.
B2B Marketing Analytics
FEBRUARY 10, 2010
On Saturday I presented a session about B2B Marketing Analytics at AnalyticsCamp in Chapel Hill ( slides here ). My specialty is Marketing Automation, but Analytics and Reporting come up in pretty much any project I do. Even though I almost flunked my Statistics class in college, there’s no denying that Marketing Automation and Marketing Analytics are two sides of the same coin. Optimize ROI.
Why I’ve Joined Marketo
DECEMBER 14, 2010
Most readers of this blog will know that I’m passionate about Marketing Automation and Lead Management. As a consultant, I really enjoy helping organizations optimize their Marketing Automation efforts using the latest techniques and best practices. On this blog I write about this, trying to generate discussion, share ideas, and – in the process – learn a lot myself. To accelerate this learning process I’ve decided to join the Marketo consulting team, in which I can focus 100% on Marketing Automation and Lead Management. What’s Going to Happen With LeadSloth?
Marketing Automation Monday – NYC & SF – Dec 6th
NOVEMBER 29, 2010
The last two Marketing Automation meetups were well received by the attendees, so we’ve been working on an encore. This time not just in the Bay Area, but also in New York City (Austin, TX coming in January): Info & Registration for New York City. Info & Registration for San Francisco. The event in San Francisco is during Dreamforce, so we’re hoping some out-of-town attendees can also make it. Both events are at Monday December 6th at 6pm (local time). Snacks and drinks will be provided. We hope you can make it to one of these events.
Marketing Automation Monday
OCTOBER 28, 2010
Would you like to meet up with fellow Marketing Automation professionals to exchange tips and best practices? Join us at Marketing Automation Monday for an informal panel discussion on using drip marketing to find more qualified leads and for networking with other like-minded marketers. These are the dates & locations: San Francisco , November 8th: info & registration ». Palo Alto , November 15th: info & registration ». The agenda is still being confirmed, but most likely we will start around 5.30pm with drinks and snacks. Questions from the audience are encouraged. The Event.
Impressive Marketo User Summit
OCTOBER 15, 2010
At this week’s Marketo Summit , I realized we’re right in the middle of B2B Marketing Event Season. MarketingSherpa’s B2B Marketing Summit was last week, Pardot’s user conference was 2 weeks ago, and the Eloqua Experience is coming up next week. In this post I’m giving a short impression of the Marketo Summit. The Marketo User Summit was BIG: 600 customers and partners were attending. It was also very professionally done: from the full color program guide and the loot bag to the well-balanced program and fun Mardi Gras party. Marketo University. Summarizing.
Pardot User Conference Proves They’re a Top Marketing Automation Vendor
SEPTEMBER 30, 2010
The past two days I attended the Pardot User Conference , and also presented a session on Lead Nurturing. Over 100 Pardot customers from all over North America attended this event. And that’s impressive. Learnings From The Conference. The conference had a nice balance of sessions. The sessions were about lead management, lead nurturing, content marketing, social media and Pardot product sessions. The Pardot team also showed how they are using Pardot within their own organization. This gives a good indication of a prospect’s intent. Marketing Automation User Conferences.
Webinar Recording: 7 Steps to Finding Untapped Revenue
JUNE 23, 2010
This is the recording of the webinar about the 7 Steps to Finding Untapped Revenue in Your Marketing Database , which took place on June 22nd, 2010. Please click the ‘play’ button to start. The total length is 28 minutes. To see the slides, please visit SlideShare. Table of Contents. 1. Introduction by Jep Castelein. 2. 1848 James Marshall Discovers Gold. 3. How Much REVENUE Are You Missing Out On? 4. NURTURE Leads to Assure More Revenue. 5. 50% of Leads are NOTReady to Make the Jump. 6. 23% BUY from a Competitor 6 Months after Initial Inquiry. 7. 10. # 3: Know them WELL.
MarketingSherpa B2B Marketing Summit
AUGUST 23, 2010
San Francisco: October 4-5 / Boston: October 25-26. Just like last year, I will be a blogging partner for MarketingSherpa's B2B Marketing Summit. Again, they have created a great program for B2B Marketers, covering both lead generation and lead nurturing strategies. What is nice about this summit is that most speakers are marketing practitioners, not vendors. Also, MarketingSherpa team members like Brian Carroll and Sergio Balegno are known for their excellent presentations. DIY Lead Scoring – Melissa Centrella from Virgin HealthMiles. That makes $995.
Email Newsletters: a Best Practice That Needs to Die
AUGUST 5, 2010
DemandBase has just announced a webinar series called B2B Marketing Best Practices that Need to Die (I will present one of the sessions). Today, I’m working on my presentation for Monday’s lead nurturing webinar 7 steps to finding untapped revenue in your marketing database , where I’m presenting real best practices. That made me think: in lead nurturing, are there any common “best practices that are actually ineffective? For example, the monthly newsletter. totally agree. If you send prospects an email, it better be relevant. And stop sending that monthly newsletter.
Webinar: Using Segmentation & Personas to Increase Conversion by 50-400%
JULY 23, 2010
Segmentation of your database and development of personas allow you to develop the right messages, content and offers. This will dramatically increase the effectiveness of your lead nurturing campaigns. This 30-minute webinar presents a step-by-step approach to segmenting your database and developing personas for your most important target groups. The following questions will be addressed: Do segmentation and personas really increase conversion? How many segments should I create? Do I segment my database by title, influence, industry, or something else? Which personas should I develop?
Measuring Marketing ROI: Campaign Attribution and Campaign Influence
MARCH 24, 2010
GUEST POST: this is a guest post by Saad Hameed ( @KaizenSaad ), an experienced marketing operations manager and founder of the Marketing Automation Association LinkedIn Group. The CEO/CFO of your organization may be asking you to measure Marketing Campaign ROI to determine marketing’s contribution to revenue. The question is straight forward, yet what you may have already discovered is that the answer on what to measure and how to measure is not simple. In B2B, a prospect doesn’t convert into a customer in a single interaction as is often the case with e-Commerce. Summary.
B2B Marketing Automation Twitter Contest
MARCH 6, 2010
Genius.com has launched the Marketing Automation Tweeter contest to identify the most popular Tweep who tweets about Marketing Automation. 25 people are nominated, including myself. thought it would be fun to try to find additional criteria for finding the top Marketing Automation Tweeters. used two: Twitter Grader and the number of Tweets containing “Marketing Automation. It is clear most of the nominees belong to the Twitter elite, with Twitter Grades in the upper nineties. If you haven’t voted yet, please do so now ! This is the list: Nominee. TwitterGrade. # of Tweets. 100. 0.