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| | THE POINT
MAY 6, 2010 [2010, Automation] 10 Questions: Do You Need Marketing Automation?
A couple of weeks ago our firm prepared a detailed ROI analysis for a client helping them substantiate to their management the investment in a marketing automation platform. For other companies, the decision of whether or not to take the plunge into marketing automation is less of a slam-dunk. How do you know where marketing automation will help? months?
| | B2BBLOGGERS
JUNE 10, 2010 [2010, Automation] 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. One great example of a social roadmap is the Altimeter Group’s Social CRM: The New Rules of Relationship Management. B2Bbloggers.com is an online magazine for B2B marketers. Technology Naughty Vs. Nice In 2010 2.
NOVEMBER 8, 2010 | THE POINT
[2010, Automation] Does Marketing Automation Work With a Cold List?
OCTOBER 26, 2010 | THE POINT
[2010, Automation] Why Companies Buy Marketing Automation Software
OCTOBER 14, 2010 | THE POINT
[2010, Automation] 21 Tips & Other Impressions from the Marketo User Summit
JULY 22, 2010 | CUSTOMER EXPERIENCE MATRIX
[2010, Automation] Marketing Automation Vendor Consolidation: Lessons from History
JULY 15, 2010 | THE POINT
[2010, Automation] Getting the Most from Salesforce.com: A Conversation with David Taber
JUNE 10, 2010 | B2BBLOGGERS
[2010, Automation] B2B Social Media Strategy: 5 Steps to Gaining Executive Buy-in.
| | CUSTOMER EXPERIENCE MATRIX
FEBRUARY 2, 2010 [2010, Automation] Can Old Database Marketers Learn Digital Tricks?
Summary: Database marketing and digital marketing are more different than it seems. Yesterday’s post touched briefly on what I see as a fundamental transition between database marketing and digital marketing, and in particular on the changes that marketers and their supporting vendors must make to navigate the change successfully. What’s less obvious is that the skills and attitudes that have served database marketers well for the past twenty or more years – an entire career for many – don’t transfer to the digital world.
| | THE POINT
OCTOBER 26, 2010 [2010, Automation] Why Companies Buy Marketing Automation Software
Recently, Lauren Carlson of research site Software Advice wrote a very perceptive and timely piece entitled “ Tailwinds for Marketing Automation Software ” about the broader market trends that, in her view, are driving the increased adoption of marketing automation technology. Marketing automation helps eliminate marketing waste. The reason?
| | THE POINT
NOVEMBER 8, 2010 [2010, Automation] Does Marketing Automation Work With a Cold List?
On Focus.com , Holly asks: “Does marketing automation work if I only have a cold list of records? My response: It’s true that most marketing automation implementations involve either customers or existing prospects – people with whom the company has had prior contact – but there’s no reason why you couldn’t use the same technology against a cold list. The client sourced the names from their CRM database and outside lists and has taken great pains to verify the contact information. How effective would using this cold list be?. and so on.
| | THE POINT
JULY 15, 2010 [2010, Automation] Getting the Most from Salesforce.com: A Conversation with David Taber
Salesforce.com is a dominant player in the CRM category and an integral part of many companies’ lead management, database marketing, and demand generation programs. Yet in my experience marketers often have a love-hate relationship with Salesforce, a tool originally designed for salespeople that now, like it or not, has become a critical part of the marketing machine.
CUSTOMER EXPERIENCE MATRIX | THURSDAY, JULY 22, 2010 [2010, Automation] Marketing Automation Vendor Consolidation: Lessons from History
Summary: consolidation isn't new among marketing software vendors. As I wrote in my June 30 post on consolidation among marketing automation vendors , I expect the number of competitors to shrink fairly quickly as new buyers concentrate their purchases among a handful of leading vendors. This is a natural result of a maturing market, as technology-oriented pioneers are replaced by buyers less likely to research their options in depth. Will weaker marketing automation vendors merge with each other to establish a larger market presence? MORE >>
THE POINT | THURSDAY, OCTOBER 14, 2010 [2010, Automation] 21 Tips & Other Impressions from the Marketo User Summit
Earlier this week, Marketo , the marketing automation company, held its second ever user conference in San Francisco. As a Marketo agency partner, I attended along with colleagues from Spear Marketing Group to greet clients, talk shop, and hear how other companies – including Marketo themselves – are putting technology to use in the service of improved lead management. Based on first-hand impressions, however, it’s not how the vast majority of clients are employing (or even thinking of) marketing automation. It’s all heady stuff. Think you have enough content? MORE >>