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What a Top-Notch Lead Management Program Looks Like


Walk into any active sales room, and it’s easy to tell how time-intensive most sales operations are. To make the hours spent worthwhile, it’s important to ensure that your sales team is only talking to the most qualified leads. When executed well, lead management makes your marketing team more effective, your sales team more precise, and your leads happier.

7 Characteristics of Tomorrow’s Best B2B Marketers

Digital B2B Marketing

If you are looking for another article that lists search, social media, persona development or lead management, this is not it. You must understand and appreciate the importance of finance, sales, talent management, supply chain, product development and more to the business. Those are skills that can easily be learned by the right person. Photo Credit: The Wizard.

The Convergence of MarTech and AdTech Platforms


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.

Jesubi Doubles Sales Prospecting Efficiency

Customer Experience Matrix

Summary: Jesubi is designed to make sales prospecting as efficient as possible. Only a couple of other items hint that this is really a product for sales departments: manage calling queues, track appointment quality and record call history. Everything else about Jesubi needs to be understood in this context of inside sales productivity. 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. Just thought I’d point that out.

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, Track opportunities and pipeline, manage contact and account information. Primarily sales and sales management, some marketing. Account Management.

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DemandBase Adds Real-Time Access to Web Visitor Identities

Customer Experience Matrix

Last week they announced their next leap forward, an API to return detailed company information quickly enough to use it to tailor visitor treatments. These features were already available from DemandBase: what's new with ABR is exposing the data to other applications through a real time API. Similarly, client data such as customers and sales people must currently be loaded by DemandBase staff. This will also change, first with a self-service file upload and eventually with a direct API connection. It's another step in the company's systematic expansion.

Impressive Marketo User Summit


attended the advanced track, and it was a nice combination of detailed feature descriptions and lead management best practices. They covered the main parts of the Marketo application: Lead Database, Design Studio, Marketing Activities and Analytics. After the University, Douglas Laird and Jonathan Moody showed how QlikTech managed to roll out a Soccer-themed Marketo campaign in 15 countries and 13 languages in a matter of months. Forrester Lead Management Overview. Tags: lead management marketing automation Marketo University. Summarizing.

OfficeAutoPilot: Simple, Powerful, Low Cost Demand Generation for Small Business

Customer Experience Matrix

My personal definition of demand generations systems (see Introduction to Demand Generation Systems from the Raab Guide site) explicitly states that they do not incorporate sales automation. The division makes sense in most organizations, since marketing and sales are separate. See Should Demand Generation and Sales Automation Be Separate Systems? Sales and marketing are often handled by the same department, if not the same person, and owners want as few systems as possible to keep costs to a minimum. Users can add new fields to the lead profiles as needed.

Marketo's Enterprise Edition and Revenue Cycle Management: Looking Under the Hood

Customer Experience Matrix

Revenue Cycle Management blazes an important new trail for others to follow. Enterprise Edition supports these by adding user roles, “lead partitions” to control access to database segments and “workspaces” to make Marketo objects (contents, campaigns, lists, etc.) User roles (but not lead partitions or workspaces) are now available in Marketo’s Professional Edition as well. Related features include LDAP integration with enterprise security systems and a Web services API to call Marketo functions and access its data. Summary: Marketo continues to follow its own path.

20 Stats That Explain Why Marketers Still Struggle to Measure Social Media ROI [Data]


We've identified three core reasons why this is the case: Reason #1: Lack of an Integrated System. 7) By 2013, lead management campaigns integrating 4 or more digital channels are expected to outperform single- or dual-channel campaigns by 300%. There is tremendous potential in connecting social media data to your overall marketing analytics and relationship management software.

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Aprimo Marketing Studio Supports Sophisticated Business Marketers

Customer Experience Matrix

Small digression: most business marketing systems are designed around data from a sales automation system such as Eloqua and Market2Lead are based on sales automation data, but can incorporate external tables. This starts with the core functions of any business marketing system: outbound and multi-step email campaigns, landing pages, Web behavior tracking , lead scoring, integration, reporting and content management. Project management is especially powerful. External systems can also add names through the Marketing Studio API.

True Influence Opens a Window into Future Demand Generation

Customer Experience Matrix

This leads to more variety as vendors experiment with different approaches to a now-defined problem. CEO and co-founder Brian Giese had extensive experience in business sales and marketing and with existing demand generation systems when he began developing True Influence two years ago. But he also decided that marketers want Webinar integration, digital asset management, APIs to capture data from external Web forms, and a dedicated IP address for email. Campaign management reflects a particularly interesting set of design choices.

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. One way to explain this particular mix of features is to note that LeadLife’s founders previously sold sales automation software. Lead scoring is also quite sophisticated. Consider LeadLife.

Prediction: Statistical Methods Will Replace Conventional Rules for Marketing Decisions

Customer Experience Matrix

haven’t looked closely at any of these but they all seem to promise the core demand generation capabilities of email, landing pages, automated nurturing, lead scoring, and sales system integration. In other marketing automation segments, including MCIF systems and campaign management for consumer marketers, the ability to provide such services was the single most important difference between winners and losers. Well, I wouldn’t ask the question if I weren’t leading up to something. Lead scoring formulas are essentially rules as well. There is an alternative.

Pardot Offers Refined Demand Generation at a Small Business Price

Customer Experience Matrix

This involves rights management and content management features that seem arcane but are nevertheless critical when marketing responsibilities are divided by function, channel, region and product organizations. For example, its approach to revenue reporting is no better than average: the system imports revenue from the sales automation opportunity records, and then assigns it to the first campaign of the associated lead. Nor does Pardot have the refined user rights management and content management features associated with enterprise systems.

Cascading detail for sales enablement

B2B Marketing Confidential

Wednesday, February 10, 2010 Cascading detail for sales enablement Ive been working on a lot of sales enablement kits lately. My biggest learning on sales enablement came about ten years ago, when I did a study for a big enterprise technology company on marketing effectiveness. The most effective programs, in terms of ROI, were sales enablement programs. Good post Andy.

Treehouse Interactive Refines Its Features and Targets Larger Firms

Customer Experience Matrix

One telling statistic is that about half its new customers are replacing an existing marketing automation system – a sure sign that Treehouse offers features that only an experienced marketer will realize are missing from other products. A bit of background: Treehouse’s started in 1997 with the Sales View sales automation product. It added Marketing View marketing automation in 1999 and Reseller View partner management after that. The HTTP Send avoids API calls or Web Services, although Treehouse offers data exchange through Web Services as well. Here's an update.