Trending Sources

Dreamforce 2012 Database Marketing News – “Ferrari in the Garage”

B2B Lead Blog

With the big announcement of the Marketing Cloud at Dreamforce last week, and the statement that by 2015 the CMO will spend more on technology than the CTO, the vision being offered to those of us in sales and marketing technology and operations is that everyone has B2B database marketing and marketing automation perfected. Database Marketing

Oracle Named a Leader for 5th Consecutive Year in Gartner Magic Quadrant for CRM Lead Management

It's All About Revenue

Digital marketers are in a constant battle between driving leads and managing their CRM systems. With the ever growing and evolving CRM Lead Management market Gartner offers their Magic Quadrant evaluation of 17 providers to assist IT and Marketing Leaders to determine the right fit for their business. What is CRM Lead Management? Product News

Tips For Getting More Out of Marketing Automation

It's All About Revenue

The Friday Five —a collection of five curated articles from around the Internet — topic this go round: Marketing Automation. TIPS FOR GETTING MORE OUT OF MARKETING AUTOMATION. Here’s a few simple tips to help those in the latter category find marketing automation success. Read the full story on Chief Marketer. Marketing Automation

Top 10 Demand Generation Resolutions for 2014

The Point

If you don’t have that capability in place, look at marketing automation platforms like Marketo or reporting solutions like Full Circle CRM that can give you the data you’re looking for. 2. The only way to improve the effectiveness of your marketing strategies long-term is to test, and test consistently. Clean up your database. Improve campaign measurement.

In Defense of Unsolicited Email

The Point

Over at marketing automation firm Marketo , CEO Phil Fernandez just wrote a full-throated rant against the evils of unsolicited email and purchased email lists used indiscriminately: “How does anyone think that these are sensible emails to send to the CEO of a fast-growing public company? Full disclaimer: my firm, Spear Marketing Group , is a leading Marketo partner.).

New directions for B2B data-driven marketing


For us B2B marketers, the world is changing about as fast as we can stand.  My head spins at the speed with which new tools, applications, and approaches arrive on the scene. It’s a platform for communications, for selling, for just about every element of the marketing arsenal, and it’s is forcing marketers to think more carefully about customer and prospect data.

Report From New York: How Agencies are Using Marketing Automation

Marketing Action

marketing User Conference in New York City for the first time. marketing Partners breakout, which focused on our agency partners. Talking with so many members of our agency community, I reveled in the talent that we have in our partner base – and was impressed by their marketing diversity. Direct Marketing > Digital Database Marketing. Agency Corporat

What is Predictive Marketing?


Prior to 2011, the term "predictive marketing" had almost. Since then, the search volume and number of online citations for the term have grown rapidly each year; it's now a hot topic within B2B marketing and sales communities. Predictive marketing is the practice of utilizing predictive analytics, historical data, trends, and patterns to predict future outcomes.

API 92

An Act-On Conversation: Aaron Bolshaw Talks Automated Email Programs … and Why They’re Awesome

Marketing Action

That’s what automated email programs can be for marketers, empowering them to set up effective campaigns that run automatically, deliver the right message to the right person at the right time, and ultimately increase revenue and decrease effort. But many marketers – even those who use marketing automation – are unfamiliar with their value. Automated Programs.

Claritix Assembles Marketing Data for Analysis: Maybe That's Enough

Customer Experience Matrix

Most of the work in any marketing analytics project is integrating data from multiple systems. The imported data is loaded into MongoDB, a NoSQL database that offers great flexibility and ease of deployment. It also uses matches created elsewhere such as lead IDs used to synchronize CRM and marketing automation data or cookie IDs imported from Google Analytics.

Connecting the Dots: Marketing Big Data

B2B Lead Blog

Earlier this week we dreamed of having all of the information we need at our fingertips for making the most educated, data driven decisions possible for who and how we go to market. shameless promotion ahead – if you are looking for a starting place to begin segmenting your leads database, this is a really good place to start. We asked for as much help as possible here, explaining along the way the value of marketing having this information for more targeted programs going forward. Marketing: Lead source. Did we market to them while in active Sales cycle?

Can Old Database Marketers Learn Digital Tricks?

Customer Experience Matrix

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.

Top 5 Benefits of Adopting Marketing Automation

The Point

On , Craig Rosenberg asks: “What are the top benefits of adopting marketing automation?” My response: Based on our firm’s experience , the most common benefits of marketing automation are these: 1. Regardless of how good your inside sales team is, putting in place automated lead response via marketing automation ensures that every inbound lead receives a prompt, systematic, personalized response, and that none fall through the cracks. Lead Management Lead Nurturing Marketing Automation craig rosenberg

Stop Letting Your Customers Talk to Strangers

B2B Marketing Unplugged

Some companies put this group in the marketing department, probably because we are good with crayons and squishy brand stuff. They can be found in your sales or marketing operations centre, or possibly in a little known corner of the finance gulag. They probably have some extras in marketing or in corporate communications. Have I got a job for you. think it belongs on its own.

Segmentation, Social Media Drive Lead Nurturing Success for iDirect

The Point

When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. The company must direct end user inquiries promptly and efficiently to the sales channel, while responding to prospective partners and end users with a message tailored to iDirect’s specific experience in that company’s market.

10 Questions: Do You Need Marketing Automation?

The Point

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?

Marketo Conference: Small Changes, Big Picture

Customer Experience Matrix

Marketo wrapped up its three day Marketing Nation conference yesterday, having once more displayed its own marketing prowess by attracting national media attention (see here and here ) with an appearance by Hillary Clinton. Real Time Personalization already exists, obviously, and will remain a separate product that can work with any marketing automation system.

When Behavioral Tracking Gets Creepy


Online behavioral tracking , in theory, is beneficial to both marketers and consumers. When marketers can track a web user’s behavior (anonymously) within a website or across certain ad network properties, they can serve up ads that are aligned with the user’s apparent interests. Image credit 5 to 9 Branding. The site owner knows a bit more about you (e.g., Helpful?

The 100 Year History Lesson On Marketing Operations and MarTech


And this was the beginning of the accountable marketing mindset. In the 1920’s the careful attention to costs measurement of marketing effectiveness began. This mindset is alive and well today and we call it pipeline marketing. Let’s take a look at how far we’ve come in order to get a grip on where we are today with pipeline marketing. The Birth of Marketing Technology.

CPL 77

Why Companies Buy Marketing Automation Software

The Point

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?

Does Marketing Automation Work With a Cold List?

The Point

On , 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.

Entiera Offers Consumer Marketing Automation Software as a Service

Customer Experience Matrix

Summary: Entiera is a sophisticated consumer marketing automation system, offered as a service and at a lower price than conventional competitors. Entiera Insight is a marketing automation system primarily for companies that sell to consumers. I’m highlighting this because most of my recent posts have been about B2B marketing automation (demand generation) systems, and the two types of systems are quite different. But consumer marketing automation systems generally have more advanced database, segmentation, planning, project management and analytics.

Getting the Most from A Conversation with David Taber

The Point 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.

Data Append & Real-Time SmartForms- interview with DemandGen Report

B2B Lead Blog

DemandGen Report interviews Mary Firme, ReachForce Director of Marketing & Chief Lead Accelerator at the Dreamforce show. SmartForms can be deployed on any web form on blogs, webinar registrations, paid search landing pages – or anywhere leads are collected and passed to marketing automation and CRM systems. Enriched data allows for true understanding of lead quality as marketers can see in real-time the business characteristics of each lead and immediately trigger lead scoring, routing, segmentation and nurture fine-tuned to the lead traits.

Marketing Big Data: Start this Year with a Plan

B2B Lead Blog

By now, we’ve all heard that at least 2% of our marketing leads database goes ‘bad’ every month. You’ve got new program plans and a data update will help to align to your target market and tag your target personas as these programs are kicking off. data refresh will also enable you to leverage your inbound marketing to drive your marketing automation and outbound strategies. Lead/Prospect/Customer Data is a key foundation to all marketing campaigns and programs. Being Thoughtful in our marketing. Which 25%? Who knows. Routing Leads.

Web Form Innovation Shows Big Gains, Report Shows

B2B Lead Blog

Austin, TX (PRWEB) October 30, 2012  — ReachForce announced that  B2B lead data enrichment of web forms  produced huge marketing and sales performance gains including a 20-day reduction in the time needed to build a complete prospect profile and a 40% increase in sales pipeline. ReachForce SmartForms maximized lead flow with a shorter web form and appended a wealth of lead data to hit our client’s Eloqua marketing automation system. It works with any CRM and any marketing automation system – but neither s a requirement.

Tempted to Do Away With Registration Forms? Think Again.

The Point

A client asks: “Now that we have our marketing automation system in place, is it really necessary to use registration forms in our lead nurturing (follow-up) campaigns? Offering up pre-populated landing pages gives contacts the opportunity to update outdated or incorrect information, serving to maintain and improve the quality of your CRM data. 2. Can we do without?”.

Marketing Automation Vendor Consolidation: Lessons from History

Customer Experience Matrix

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?

Marketing Automation vs. Demand Generation: What's the Difference?

Customer Experience Matrix

One of the first people I told about the new Guide to Demand Generation Systems -- an experienced database marketing consultant, no less -- was receptive to the Guide but asked whether there was any real difference between "demand generation" and "marketing automation" in general. In fact, I've decided I need at least three pieces on the topic: one explaining demand generation in general; one explaining how it differs from marketing automation; and another distinguishing it from customer relationship management (CRM).

Dueling Strategies: Adobe and Oracle Take Opposite Paths to Customer Experience Management

Customer Experience Matrix

Adobe describes its scope as nothing less than optimizing customer experience and marketing spend across the entire customer journey, from first learning about a company through validation, purchase decision, product use, and commitment. Nor does Adobe manage the underlying customer database, marketing campaigns, or deep analytics. Either way, marketers will certainly need other vendors' products to manage their full customer relationships. customer experience management Web content management adobe oracle b2b marketing automation

21 Tips & Other Impressions from the Marketo User Summit

The Point

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?

ReachForce Acquires SetLogik and Launches the ReachForce Connected Marketing Data Hub

B2B Lead Blog

New solutions provide continuous marketing data enrichment and insights to help marketers maximize revenue. AUSTIN, Texas – April 3, 2013 – ReachForce, a leader in B2B data solutions for marketers, announced it has acquired SetLogik, an innovator of cloud-based data and analytics solutions, to form the industry’s first Connected Marketing Data Hub. About ReachForce.

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. B2B marketers looking for ways to turn their Web sites into demand generation tools have some new solutions to consider. Alive and Kicking!

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. is an online magazine for B2B marketers. Your B2B Marketing Plan Doesn’t Need Twitter.

Buy 40

Evolution of Marketing for Professional Services: New Learning Frontiers

Hinge Marketing

Looking back just a few years, I am amazed by how much the marketing landscape has change. Unfortunately, the rapid evolution of marketing has not made things any easier. In fact, marketing continues to increase in both complexity and pace. Marketing technologies. By the late 1990s, marketing began to join in the technology conversation, if only tangentially.

How to Use Dynamic Content for "Smarter" Marketing


If you''ve been following inbound marketing for a while, you''ve probably heard of the term ''smart content'' before. What is smart content and how will it impact your marketing? To fully understand smart content and why it''s growing as a marketing term, it helps to step back and take a look at a larger shift happening across many of the popular products and services we use today.

Are You Ready For the Future of Email?

Marketing Action

She is the principal of SalesFolk , an agency that helps companies win friends and influence people (and increase leads and conversion) through persuasive, captivating sales and marketing copy. Recently Heather sat down with our own Aaron Bolshaw, Act-On’s Group Manager of Database Marketing, to talk about email. Marketers are the easiest crowd. Email Marketing

SIC 15

MarketingPilot Offers Integrated Marketing Management for Mid-Size Companies

Customer Experience Matrix

MarketingPilot started as an operations management tool for mid-size direct marketers, with features for project management, list and media buying, source code tracking, expense capture, and vendor management. Since then it has expanded steadily to encompass the full range of marketing resource management and then gone ahead to add marketing database management and campaign execution. But it doesn’t really matter, because MarketingPilot is now positioned as an integrated marketing management product. But they’re all promised fairly soon.

Sales Operations Instant Lead Routing Technology Advances

B2B Lead Blog

SmartForms is designed to optimize results for each customer – it works with any marketing automation system and any CRM – and the data enrichment ties into how each sales or marketing operations team works. SmartForms automated enrichment eliminates much of this friction and delay,” Firme explained. Marketing and Sales Funnel sales lead routing sales operations

ReachForce Acquires SetLogik and Launches the ReachForce Connected Marketing Data Hub

B2B Lead Blog

New solutions provide continuous marketing data enrichment and insights to help marketers maximize revenue. AUSTIN, Texas – April 3, 2013 – ReachForce, a leader in B2B data solutions for marketers, announced it has acquired SetLogik, an innovator of cloud-based data and analytics solutions, to form the industry’s first Connected Marketing Data Hub. The new Connected Marketing Data Hub offers an integrated suite with continuous data quality management and predictive marketing capabilities. About ReachForce.