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Marketo’s Take on Salesforce.com’s ExactTarget Acquisition

Modern B2B Marketing

Many of our customers, prospective customers and business partners may be wondering what this move means for Marketo, since we are a leader in the marketing software space and so many salesforce.com customers also choose Marketo as their marketing automation platform. Author: Phil Fernandez Today, Salesforce.com announced plans to buy ExactTarget. Where marketing is going.

New Report Confirms Immaturity of Most Marketing Automation Deployments

The Point

Newer users focus marketing automation on driving customer acquisition, whereas more mature users leverage the technology’s ability to impact on lead nurturing and customer marketing (e.g. “When we implemented (marketing automation) the first time, we jumped in without planning and found that it was not the best way to drive leads to sales.” cross-sell and up-sell).

7 Hot Trends In B2B Marketing Analytics | B2Bbloggers.com - B2B.

B2Bbloggers

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?

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

Mintigo’s conclusion across 186,500 B2B companies was that just three percent were using the most common marketing automation systems: Oracle Eloqua , Marketo, HubSpot, and Salesforce.com Pardot. Similarly, the Pepper Global data’s low ratings for lead activity tracking, lead capture, and Website visitor tracking reflect that marketers have systems in place for those.

Key Takeaways from IDC’s 2012 CMO Advisory Service Best Practice Series: Realizing the Vision of the 21st Century Lead Management

Modern B2B Marketing

by Dayna Rothman IDC recently released their 2012 CMO Advisory Service Best Practices Series: Realizing the Vision of the 21st Century Lead Management. Here are some questions that IDC sought to answer with their survey: How do leading companies staff and organize teams for effective lead management? What lead management metrics are most used?

Back to Basics: 7 Things Marketing Automation Software Can Do For Your Business

Modern B2B Marketing

Author: Ellen Gomes One of the questions we get asked a lot at Marketo is “what features are included in a marketing automation platform, and how can these features help my business?” Luckily, marketing automation offers a wide array of features to streamline marketing campaigns—from lead management to email marketing. Today, consumers have all the power.

The Top #Nifty50 Women in Technology on Twitter for 2012

Webbiquity

These are the leaders in the information and communications technology sector who truly “get” social media and social business. Stacey is flat-out awesome: Social Media Manager for Vocus/PRWeb as well as serving her country as a U.S. Active across social networks, Cindy leads Microsoft’s small- to midsized-business sales and marketing efforts as Vice President U.S.

My Secret Methods for Turning Marketing Leads into Qualified Sales Leads

Modern B2B Marketing

by Jon Miller The Definitive Guide to Sales Lead Qualification and Sales Development. Some of these best practices include common definitions for a qualified lead between marketing and sales; lead scoring to identify suspected quality leads; a strong lead management process to manage the handoffs; and the use of marketing automation to power the whole thing.

The Top #Nifty50 Women in Technology on Twitter for 2012

Webbiquity

These are the leaders in the information and communications technology sector who truly “get” social media and social business. Stacey is flat-out awesome: Social Media Manager for Vocus/PRWeb as well as serving her country as a U.S. Active across social networks, Cindy leads Microsoft’s small- to midsized-business sales and marketing efforts as Vice President U.S.

Marketing no longer gets a pass – inspiration from Marketo CEO Phil Fernandez

Modern B2B Marketing

by Maria Pergolino Phil Fernandez, CEO of Marketo, was a guest on the SLMA Radio show, a weekly program that showcases the voices of industry leaders. I’m always up for listening to a CEO talk about sales and marketing, so I listened to this the other day while packing up content for an upcoming trade show.  The trouble is, talking about analytics is hard. dollars and cents).

Afternoon Keynotes Energize at Marketo Summit (Live Blog)

Modern B2B Marketing

by Dayna Rothman What a packed day here at the Marketo User Summit! To start the afternoon keynotes we have Lori Wizdo from Forrester presenting on “The Lead to Revenue Management Zeitgeist”. We are transforming into being a revenue generator rather than a cost center and making decisions based on history and analytics.” We are trending in San Francisco. Awesome.

B2B 5

Revenue Performance Management to Marketing Automation: What Facebook was to MySpace?

It's All About Revenue

Lauren Carlson , of Software Advice , is one of the rising stars in the constellation of CRM, marketing automation and, now, Revenue Performance Management industries. Enter: Revenue Performance Management: The Next Great Enterprise Acronym , a post that she wrote which has everyone in the industry buzzing.  It’s with this post in mind that we invited Lauren to be interviewed on our blog. You came out of seemingly nowhere to become one of the most listened-to voices in CRM, marketing automation, and now Revenue Performance Management. by Joe Chernov | Tweet this. Facebook.

The Convergence of MarTech and AdTech Platforms

Captora

To ensure we have the same understanding of these concepts, it is useful to look at more traditional definitions of these terms: Marketing Technology – Platforms and tools used by marketing and sales organizations to manage and nurture leads, manage opportunities and customer contacts and funnel analytics and attribution. Display Advertising, Video Advertising.

B2B Lead Management Market Heats Up

delicious b2bmarketing

Home Forrester Research « Getting Up Close and Personal | Main | Social Technographics Data Now Available » March 20, 2008 B2B Lead Management Market Heats Up [Posted by Laura Ramos ] Since the start of this year, I’ve been receiving a boatload of briefing requests from companies wanting to show me their lead generation and management solutions. Most recently, Marketo just announced their lead management solution. There are four primary buckets of technology solutions aimed at solving the “how do I make lead generation activities more effective?”

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. Users can query this widget to find out more about these visitors and decide if they want to purchase full business contact information.

[Video] What Every Marketer Should Know: What Is Marketing Automation?

Modern B2B Marketing

With nearly 70% of businesses using (or currently implementing) a marketing automation platform, according to the Aberdeen Group’s State of Marketing Automation 2014: Processes that Produce , marketing automation has changed the way companies are approaching the vast marketing landscape. This mighty marketing machine works to automate and sync your various efforts: Lead generation.

Sales Lead Management: Thought Leadership with Aaron Ross

Modern B2B Marketing

Getting into lead generation was an accident. Back in 1999-2001, I was CEO of an internet company. I had more ego than understanding about lead generation and professional selling. After that experience, I decided I needed to learn how to build and manage a killer sales organization. So, I started literally at the bottom, responding to inbound website and 800# leads. That started my journey into lead generation, marketing & sales. What I like about marketing is that it leads and magnifies what happens in sales. Invest in sales lead generation.

Top 50 B2B Marketing Influencers On Twitter

B2B Marketing Insider

Forrester – Forrester Research, Inc – An independent research company that provides pragmatic advice to global leaders in business and technology. Marketo – Marketo.com – Marketing software. Comscore – We provide analytics for a Digital World, turning information into insights and actions for our clients to maximize the value of their digital investments.

Marketing in a Downturn Part 3: Aligning Sales and Marketing

Modern B2B Marketing

Read Part 1: Lead Generation and Nurture and Part 2: Content, Content, Content.). Historically, the relationship between marketing and sales has been (to put it politely) problematic, with lots of finger-pointing, and lots of valuable sales leads falling through the gaps between the two functions. Score Your Leads Collaboratively. Use Metrics to Show What’s Worked.

The B2B Lead Generation-Demand Generation Book “Hall of Fame”

NuSpark

Below are a variety of books that I consider the cream of the crop in b2b marketing and lead management.  I’ve built my practice utilizing key points made in each book in addition to my own lead generation experiences.  I would look forward to discussion on any books you think should be on my “hall of fame” list.  General B2B Marketing & Lead Generation. Ruth P.

The Thorny Question of Marketing Attribution: Does It Apply to B2B?

Biznology

Sure, we business marketers want to know where to invest our precious dollars.  This means all credit for the sale (or whatever is the desired outcome, like becoming a qualified lead) goes to the media channel that acquired the prospect (the first touch) OR the channel immediately before the outcome (the last touch).  Photo credit: dolphinsdock. What touch sequence is most productive? 

Email Marketing Is Growing Up — Leaving “Batch and Blast” Behind

WindMill Networking

We were reviewing my proposal for email nurture streams designed to move prospects from the top to the middle of the lead funnel. For both B2B and B2C lead generation efforts, the result is email that is more fun or helpful, and more likely to drive sales. As a case in point, marketing automation provider Marketo just acquired Crowd Factory , a social campaign management platform.

10 Marketing Terms You Need To Know – Pt. 1

EMagine B2B Blog

It organizes and automates the insight-focused capabilities from your CRM, lead management system, web analytics platform, and other campaign systems to create a smooth streamline across all channels. Many companies like Salesforce and Marketo offer software programs for B2B marketers. Contextual Advertising: a form of targeted marketing. See what I mean? Cool, right?

LoopFuse Offers Free Marketing Automation System: Another Step Towards Industry Consolidation

Customer Experience Matrix

Other vendors have similar price points for the small business market (see my list of demand generation vendors ) although I suspect their internal costs are higher. Features, ease of use, and support from the vendor and business partners are usually (and rightly) the main considerations. Marketo now calls itself a “the revenue cycle management company”, giving equal public weight to lead management, sales insight and analytics. Given how many other vendors are targeting small businesses, this certainly makes sense.

Marketing Automation 101

Modern B2B Marketing

by Jon Miller (@jonmiller) Every business is on a journey to grow and increase revenue. Marketing Automation Enables Modern Business Processes. Typically, only one-fifth of your leads are ready to make a purchase the first time they come in. Nurturing those who are not ready to buy on the first go-round can increase your sales leads by 50%. 2. And how do you get there?

The Language of Account-Based Marketing

LeanData

Account-Based Selling: The strategy of taking an account-centric approach to closing deals rather than focusing on just individual leads. Enrichment: Filling in missing information to give you a more complete picture of leads, contacts and accounts in your database. Cadence: The strategy of directing a measured stream of messaging and relevant content toward a prospect in hopes of furthering a business relationship – hopefully in a way that is relatively non-intrusive. Contact: Represents a person in the Salesforce system who has graduated from the lead status.

Marketing Automation: What it is and How to Know if Your Firm Needs it

Hinge Marketing

business development representative from your firm sends the prospect a personalized, customized email when scheduling the consultation because they have all of the prospect’s information about their interactions with your firm. During the consultation the business development representative has an intelligent, productive conversation with the prospect. Campaign Management.

Mega-List of Features in Marketing Automation (That You Won’t Find in CRM)

Modern B2B Marketing

Salesforce recently rebranded their social marketing application as the Marketing Cloud, and their website says you can use their solutions to “optimize campaigns from lead to close, on every channel”. Similarly, CRM systems are designed and optimized for a very different purpose, which is what creates the whitespace for marketing automation vendors (like Marketo). Business Goal.

CRM 39

Emergence of Demand Generation Role Drastically Alters Marketing Landscape

Fearless Competitor

This article, by the CEO of Marketo , Phil Fernandez is timely. by Phil Fernandez, CEO of Marketo. It is more and more common these days to see a director of “demand gen’ working alongside of counterparts who manage closely aligned departments such as marketing communications and corporate communications. Indeed, this is exactly the structure we have at my company, Marketo. One thing is certain: The demand generation role is a pretty new phenomenon in business and marketing. This was a deceptively big shift in business strategy and management.

B2B Marketers’ Big Challenges: GlobalSpec’s Industrial Summit Recap

Modern B2B Marketing

Presentations centered around issues that we all face as marketers, such as: how to prove ROI, tips for succeeding in the social sphere, and guidelines to generate quality leads. It is no longer business as usual, he pointed out, but business as un usual. Today’s marketers need to be more focused on analytics and link their efforts to organizational successes.

5 Strategies that Fuel the Sales and Marketing Machine

Modern B2B Marketing

It was the beginning of the year, a Marketo event to celebrate 2010′s sales success. The unshakable solidarity that we’re experiencing at Marketo is perhaps a symptom of our current growth. Marketo’s own lead management process – and sales and marketing philosophy – is driven by the same technology that we sell, a lead management , sales insight and revenue analytics platform.

B2B PPC Optimization: Thought Leadership with Terry Whalen of CPC Search

Modern B2B Marketing

Prior to running CPC Search, Terry led marketing initiatives at Citrix’s GoToMyPC, and before that he received his MBA from UC Berkeley’s Haas School of Business. How is B2B PPC campaign management different from B2C? But for B2B, we are typically only measuring a lead submission via AdWords, and all leads are not created equal. The value of a lead can be all over the map, because some leads are high-quality and some are low-quality. This interview is focused on search engine marketing as it relates specifically to B2B.

CPC 28

Modern B2B Lead Generation – 5 Key Areas to Manage

Modern B2B Marketing

Business buyers are becoming more savvy with social networking and other modern tools, using them to search for product information and exchange that information in peer-focused meeting spaces. Today’s Today’s marketers need to factor this into their lead generation tactics in order to attract and convert these prospects into qualified leads.

Take a Sales Guy to Lunch: Bridging the Sales & Marketing Divide

The Point

It’s no secret that I am a fervent evangelist for marketing automation, and at our agency we see the real-life benefits every day in the form of clients generating higher conversion rates, more qualified leads, and shorter sales cycles. Barbara’s firm helps clients achieve business growth through strategic marketing management, sales leadership, and business process alignment. Lead generation is an important function of course, but there are many other strategic components, like branding, that require longer term vision and execution. Thanks Barbara!

Emergence of Demand Generation Role Drastically Alters Marketing Landscape

Modern B2B Marketing

It is more and more common these days to see a director of “demand gen’ working alongside of counterparts who manage closely aligned departments such as marketing communications and corporate communications. Indeed, this is exactly the structure we have at my company, Marketo. One thing is certain: The demand gen role is a pretty new phenomenon in business and marketing.

LeadMD’s Justin Gray Reveals 3 Components to Maximizing Marketing ROI, Industry Trends of the Future and More

Modern B2B Marketing

by Jason Miller Here at Marketo we are very excited about our upcoming 2012 Global User Summit. Gray: I founded LeadMD in 2009 to help businesses generate and manage leads better through marketing automation processes and technology. LeadMD helps develop, streamline, and maximize lead generation programs for both SMB and enterprise customers.

5 Ways to Give Your B2B Marketing Strategy a Makeover

Modern B2B Marketing

Website and email analytics give a clear view into whether or not you are providing the information or solutions that customers need. 3. By incorporating A/B testing as a tactic of your B2B marketing strategy, you can maximize conversion rates and get more leads for your money. Consider the numbers: Sending visitors to an optimized landing page can convert twice the amount of clicks, which equates to a 200% improvement in lead generation efforts. Provide tips via an e-newsletter and social networking channels to help customers with common business challenges. 5.

Lead Generation via Mathematical Marketing: Thought Leadership with Mark Klein

Modern B2B Marketing

The next interview in the B2B Marketing thought leader interview series is with Mark Klein, CEO of predictive analytics company Loyalty Builders. Tell us a little bit about how you got into mathematical marketing, and what you like most about it. I was working for IBM, who had purchased my third company, when they initiated a compensation plan for senior management based on the company's customer satisfaction scores. Secondly, customer satisfaction is a backwards-looking measure, and gave me no help in managing my small slice of that very big business.

Lead Generation via Mathematical Marketing: Thought Leadership with Mark Klein

Modern B2B Marketing

The next interview in the B2B Marketing thought leader interview series is with Mark Klein, CEO of predictive analytics company Loyalty Builders. Tell us a little bit about how you got into mathematical marketing, and what you like most about it. I was working for IBM, who had purchased my third company, when they initiated a compensation plan for senior management based on the company's customer satisfaction scores. Secondly, customer satisfaction is a backwards-looking measure, and gave me no help in managing my small slice of that very big business.

B2B Marketing in a Downturn Part 1: Lead Generation and Nurture

Modern B2B Marketing

While bailouts and austerity measures have helped most European countries to keep their heads above water (if only just, in some cases), those same austerity measures, coupled with the threat of a complete or partial collapse of the Eurozone, have dampened spending both by consumers and by businesses. Lead Generation and Lead Nurturing. Maximize the Value of Every Lead.

Demand Generation Tips: Thought Leadership With Sean Donahue of MarketingSherpa

Modern B2B Marketing

The next interview in the B2B Marketing thought leader interview series is with Sean Donahue , Senior Reporter for MarketingSherpa in charge of MarketingSherpa's newsletters that cover business-to-business marketing, mobile marketing, online publishing, search, subscription sales and great minds in marketing. Lead nurturing and lead scoring seem to be coming into the mainstream.

Marketing Automation Trends for 2010

LeadSloth

The need for new analytical skills. Manager, Inbound Marketing, Marketo. The vast majority of leads generated on a website never have a meaningful conversation with a sales rep. If there is no mechanism to pass the lead back to the marketing team (in an automated or semi-automated fashion), the lead is gone forever. Marketing automation solutions can facilitate remarketing to inactive leads, or so-called lead recycling, which helps drive value from a marketer’s most valuable asset, his or her lead database. predictions.

From Egg to Chicken - Marketing Investment Trends 2011

OnPath

The top ones being Social Media Monitoring, Web Analytics, Email Marketing, and CRM. The article also makes the case for HubSpot/Salesforce/Marketo. I am sure there are a lot of companies looking at making software “investments” separately. Hubspot offers an all-in-one marketing software platform for small and medium sized businesses. For example: 1. Or do you?