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7 Hot Trends In B2B Marketing Analytics | - B2B.


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 7 Hot Trends In B2B Marketing Analytics October 7th, 2010 | By Maria Pergolino No matter what area of the B2B market you’re involved with, change is a constant. Social media?

Impressive Marketo User Summit


At this week’s Marketo Summit , I realized we’re right in the middle of B2B Marketing Event Season. 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. Marketo University. The program started with the Marketo University, with a beginner and an advanced track. They covered the main parts of the Marketo application: Lead Database, Design Studio, Marketing Activities and Analytics. Global Marketo Roll-Out. How Marketo Uses Marketo.

Six Steps for Marketing Forecasting Done Right

Modern B2B Marketing

As I wrote yesterday, in cases where the CSO lacks “bottom-up” visibility into future periods , highly accountable CMOs can fill the void with marketing forecasts. These are not “traditional” marketing forecasts, which take the form of a top-down market size analysis. Those kinds of “forecast” can be useful for strategic planning, but do not have the sufficient granular, actionable data required to be an equal counterpart to the sales forecast. million of bookings that are not currently in the sales forecast.”

Marketing Forecasting: The Hidden Secret of Today’s Most Accountable CMOs

Modern B2B Marketing

At executive staff and board meetings, the number one topic of discussion is never the upcoming marketing program or the new brand strategy – it’s almost always the sales forecast. Forecasts matter. CEOs and boards are impressed by accurate, forward-looking forecasts – and they are even more impressed the further out the CSO can make predictions with confidence.


Model the Stages of Your Revenue Cycle for Better Marketing Forecasting

Modern B2B Marketing

Last week, I introduced the idea of marketing forecasting and introduced six steps for marketing forecasting done right. This week, I will explore more detailed elements of the six step marketing forecasting methodology, beginning by discussing why it is so important to develop a rigorous model of the various stages of your company’s revenue cycle. Happy Paths and Detours.


Top 60 B2B Marketing Posts and Hottest Topics November 2010

B2B Marketing Zone Posts

Ten reasons to blog – even if nobody reads it - grow - Practical Marketing Solutions , November 7, 2010 Building an engaged community through a business blog can be extremely difficult — sometimes impossible. Social Media in B2B Marketing - Survey Results - Everything Technology Marketing , November 16, 2010 The B2B Technology Marketing Community on LinkedIn conducted a survey earlier this year to explore the rapidly changing landscape of social media in the context of B2B marketing. Twitter for B2B Marketing - MI6 Marketing Agency , November 18, 2010 Author: Chris Herbert.

The Top 5 Skills You Need to be a Marketable Marketer

Modern B2B Marketing

Forecasting skills - It is necessary to know what is coming next and have a plan to execute. The Top 5 Skills You Need to be a Marketable Marketer was posted at Modern B2B Marketing - Marketo Best Practices Blog. | [link]. These include: Analytics skills – Take responsibility for your marketing. This includes creating the reports you need in order to make good decisions.

Cloudy Crystal Balls: Why CSOs Have Limited Visibility into the Future

Modern B2B Marketing

CSO Insights reports in their 2010 Sales Performance Optimization survey that 51.4% of companies say their ability to accurately forecast revenue needs improvement, and only 5.1% say their ability exceeds expectations. Why are sales forecasts so inaccurate? In other words, it ignores the deals that will close in the forecast period but are not yet active.


17 Compelling And Highly Usable B2B Marketing Statistics

Modern B2B Marketing

B2B advertising spend on social media and lead generation sites is forecasted to grow at an annualized rate of 21% and 17% respectively to 2013. Source : AMR International B2B Online Marketing Assessment and Forecast to 2013. To learn more useful information about B2B marketing, subscribe to the Modern B2B marketing Blog or follow Marketo on Twitter. this year, to $129 billion.

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15 best Big Data companies and why they stand out


That way, they can look at specific bits of information and the links among them, so they can find answers to complex questions and find the proverbial needle in a haystack. Domo’s been around since 2010, but that’s still an absurdly large amount of funding for a company that’s just publicly entered the market. source: McKinsey ). But it’s not the amount of data that’s important.

Igniting Outsized Revenue Growth in 2011

Modern B2B Marketing

It’s the core reason why earlier this year we launched the Marketo Revenue Cycle Analytics solution, which helps organizations accurately measure and forecast the effect and ROI of sales and marketing activities across the revenue cycle. Igniting Outsized Revenue Growth in 2011 was posted at Modern B2B Marketing - Marketo Best Practices Blog. | [link].

5 Secrets to Marketing Automation Success

Fearless Competitor

Jon leads strategy and execution for all aspects of corporate communications, demand generation, brand, and product for Marketo (where he eats his own dog food and practices what he preaches). Before co-founding Marketo, Jon was a vice president at Epiphany, a CRM strategist at Exchange Partners, and a strategic consultant for Gemini Consulting. Just go to [link] and enter hashtag #b2bchat. Jon Miller, VP Marketing. Jon graduated Magna Cum Laude in Physics from Harvard College and has an MBA from the Stanford Graduate School of Business. What do you think? Thanks.

Unica Turns Blue: IBM’s Acquisition Further Proof of Marketing Automation & Analytics Growth

Modern B2B Marketing

Four years ago, when we were first raising money to found Marketo, many prospective investors expressed the opinion that marketing automation was a “failed category”, or was unnecessary, or was just something that the big CRM vendors would get around to some day.  We persevered, and found believers in our idea.  Marketo knows that marketing automation is just a piece of the puzzle.

How does Time affect Marketing Accountability?

Modern B2B Marketing

The research above clearly indicates how the ability to measure and forecast the impact marketing has on business metrics, such as revenue, plays a vital role to help marketing earn a seat at the revenue table. In 2010, Marketers can finally take control of their metrics, as solutions that address this issue are now available. Where is the disconnect?

Lessons from Sales and Marketing Revenue Masters

Modern B2B Marketing

Since the idea of Marketo popped into the minds of Marketo’s founders, Jon Miller and Phil Fernandez, marketing accountability was at the center of their thoughts. Internally at Marketo we began to call these people “The Revenue Masters.&#. Lessons from Sales and Marketing Revenue Masters was posted at Modern B2B Marketing - Marketo Best Practices Blog. | [link].

CEO Perspective: Marketing as a Revenue Driver

Modern B2B Marketing

Marketo’s CEO, Phil Fernandez, was one of the inaugural speakers for SLMA Radio, the Sales Lead Management Association’s (SLMA’s) weekly show bringing you the voice of industry leaders.  He talked about the changing roles of marketing and sales in today’s modern revenue cycle, and shared tips for how CMOs can change use marketing analytics to earn a seat at the revenue table.

The Metrics that Matter for Marketing Measurement

Modern B2B Marketing

recently listened to  Jon Miller, VP of Marketing at Marketo, and David Raab, Principal at Raab Associates, explain the problems held by Marketers today and how they can overcome them by using the right metrics when measuring success. Report: Revenue forecast: Forecast revenue by period. Forecast revenue by period. The Metrics that Matter for Marketing Measurement was posted at Modern B2B Marketing - Marketo Best Practices Blog. | [link]. What was already difficult, is becoming increasingly difficult. Measures and Metrics: Marketing costs (all stages).


What the World Needs Now: A Revenue Revolution

Modern B2B Marketing

Marketo’s CEO, Phil Fernandez was invited, once again, to share his thoughts on the weekly SLMA Radio show. Start seeing themselves as a revenue organization in the company by creating improved processes, taking measurement and making marketing forecasts. What the World Needs Now: A Revenue Revolution was posted at Modern B2B Marketing - Marketo Best Practices Blog. | [link]. In case you missed it, download the recording here or read below for a quick summary. Phil was recently inspired by reading Michael E. The world needs a revenue revolution. Want to hear more?

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BtoB Leading Edge Virtual Event: 3 Key Marketing Takeaways

Modern B2B Marketing

Here at Marketo, we exercise marketing forecasting to guarantee results, justify marketing budget and prove marketing as an essential part of the revenue team. Here at Marketo, the majority of our content does not lie behind forms. BtoB Leading Edge Virtual Event: 3 Key Marketing Takeaways was posted at Modern B2B Marketing - Marketo Best Practices Blog. | [link]. The bi-annual BtoB Leading Edge Virtual Event is one of the best thought leadership events for marketers focused on driving leads and accerlerating deals for their company. I

The New Secret Sauce to Demand Generation

Modern B2B Marketing

Back in January 2009, Marketo came out with a webinar entitled, The Secret Sauce to Demand Generation: How Marketo Nurtures, Scores and Accelerates Leads through the Revenue Cycle. appealed, somewhat humbly, to my readers of the Modern B2B Blog  to explain that this was not to promote Marketo, but rather, share our own demand generation and lead management processes.

5 Ways Sales Will Continue To Evolve

Modern B2B Marketing

For example, some buyers come to companies armed with prior research and recommendations (in fact, according to a 2010 Nielsen survey of 27,000 Internet users, 57 % of online respondents said they consider reviews prior to buying), while some still come to the table as a cold lead who need companies to educate and inform them before they make decisions. Improved Forecasting

What the CEO Needs from Marketing

Modern B2B Marketing

This week I listened to Umberto Milletti and Phil Fernandez, CEOs from Insideview and Marketo, give presentations about their expectations of Marketing. Measure and forecast metrics that matter to the CEO. This surprised me since Marketing has consistently been able to provide forecasts for opportunities that have been more accurate than sales revenue forecasts over the past year. 

The Future of Sales Lead Management – An Interview with SLMA’s James Obermayer

Modern B2B Marketing

by Katie Byrnes Marketo CEO, Phil Fernandez, had the chance to interview the CEO of the Sales Lead Management Association, James Obermayer at Dreamforce 2010. When you get top thought leaders in the industry to discuss best practices, techniques and forecasts, it’s quite an amazing thing to watch. Luckily, Marketo had the chance to capture this event live.

Why Most B2B Social Media Marketing Fails (And How To Fix It)

Modern B2B Marketing

Further, B2B marketing spending on social networking sites is predicted to rise 43.3% in 2010 according to eMarketer.  Set expectations at the start by forecasting realistic results – and provide an updated analytics report to key stakeholders monthly to evaluate progress. by Maria Pergolino A staggering 86% of B2B firms use social media, according to BizReport.

The Essential Skill Set For Modern B2B Marketers

Modern B2B Marketing

Forecasting – Creating an informative B2B marketing forecast is key to every marketing team.  With a solid forecast, marketing is able to look ahead and predict valuable information for the business. To learn more useful information on the essential skill set for modern marketers, subscribe to the Modern B2B marketing Blog RSS feed or follow Marketo on Twitter.