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| | B2B LEAD BLOG
SEPTEMBER 24, 2012 Dreamforce 2012 Database Marketing News – “Ferrari in the Garage”
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
| | THE POINT
OCTOBER 14, 2010 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?
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| | THE POINT
JULY 15, 2010 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. DT: Well, the biggest misconception about Salesforce is that it’s something Sales reps like and Marketing folks don’t. So the issue isn’t misuse…it’s under-use.
| | THE POINT
MAY 6, 2010 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?
| | THE POINT
OCTOBER 26, 2010 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?
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NOVEMBER 24, 2009 Tempted to Do Away With Registration Forms? Think Again.
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? My response: I strongly believe offering direct links to resources without landing pages is a bad idea, especially because you can easily present pre-populated landing pages that demand very little of the reader.
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THE POINT Does Marketing Automation Work With a Cold List?
| MONDAY, NOVEMBER 8, 2010
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. Case in point – we’re currently developing an integrated demand generation
campaign for a client targeting a select group of contacts at key accounts. How effective would using this cold list be?. MORE >>
THE POINT How to Reduce Unsubscribes Using Subscription Management
| MONDAY, APRIL 30, 2012
It prevents situations in which you may lose forever the ability to market
to an individual because he/she happened to dislike one particular email. Because the page is hosted in Marketo , a leading marketing automation
platform, the person’s email address, first name, last name, title, and country are all pre-populated, making it easy for the individual to update or correct outdated profile information. This can be a useful option if some individuals want to continue to receive your newsletter, for example, but not Webinar invitations. Time to give them that option. MORE >>
THE POINT Segmentation, Social Media Drive Lead Nurturing Success for iDirect
| TUESDAY, SEPTEMBER 6, 2011
embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. Using satellite technology for internet connectivity has particular appeal for companies with operations in remote, hard-to-reach locations, so it’s no surprise that iDirect’s market
is heavily segmented, focused on key sectors such as oil & gas, maritime, and federal/military. All this presents real challenges for both demand generation
and lead management. All-hands discovery session yields important insights, priorities. MORE >>
THE POINT Top 5 Benefits of Adopting Marketing Automation
| FRIDAY, FEBRUARY 4, 2011
On Focus.com , 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. Increased demand generation
ROI due to improved conversion of leads to sales opportunities. MORE >>
- Entiera Offers Consumer Marketing Automation Software as a Service
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. m highlighting this because most of my recent posts have been about B2B marketing automation
) systems, and the two types of systems are quite different. See the paper Demand Generation
vs. Marketing Automation
in the Resources section of the Raab Guide site for more on this topic.) MORE >>
- MarketingPilot Offers Integrated Marketing Management for Mid-Size Companies CUSTOMER EXPERIENCE MATRIX | WEDNESDAY, FEBRUARY 23, 2011
- Marketing Automation Vendor Consolidation: Lessons from History CUSTOMER EXPERIENCE MATRIX | THURSDAY, JULY 22, 2010
- Demandbase: A New Twist In The Lead Management Automation Market DELICIOUS B2BMARKETING | FRIDAY, JULY 31, 2009
- B2B Lead Management Market Heats Up DELICIOUS B2BMARKETING | FRIDAY, JULY 31, 2009
- Marketing Automation vs. Demand Generation: What's the Difference? CUSTOMER EXPERIENCE MATRIX | MONDAY, OCTOBER 20, 2008
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