Top 10 Demand Generation Resolutions for 2014
JANUARY 6, 2014
It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? 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. Clean up your database. Improve campaign measurement.
Dreamforce 2012 Database Marketing News – “Ferrari in the Garage”
B2B Lead Blog
SEPTEMBER 24, 2012
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
In Defense of Unsolicited Email
MARCH 18, 2014
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.).
How to Reduce Unsubscribes Using Subscription Management
APRIL 30, 2012
Subscription management turns the act of unsubscribing from a simple Yes/No question to one of: “Which types of communication would you like to receive from us?” 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. Maybe what they really mean is “I’m not interested in this topic.”.
The 100 Year History Lesson On Marketing Operations and MarTech
DECEMBER 3, 2015
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.
Report From New York: How Agencies are Using Marketing Automation
JUNE 16, 2014
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
10 Questions: Do You Need Marketing Automation?
MAY 6, 2010
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?
Marketing Automation vs. Demand Generation: What's the Difference?
Customer Experience Matrix
OCTOBER 20, 2008
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).
Segmentation, Social Media Drive Lead Nurturing Success for iDirect
SEPTEMBER 6, 2011
When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. All this presents real challenges for both demand generation and lead management. First, the company invested in Marketo , a leading marketing automation platform that integrated well with the company’s CRM system, Salesforce.com.
Top 5 Benefits of Adopting Marketing Automation
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.
Why Companies Buy Marketing Automation Software
OCTOBER 26, 2010
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?
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?.
Getting the Most from Salesforce.com: A Conversation with David Taber
JULY 15, 2010
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.
Entiera Offers Consumer Marketing Automation Software as a Service
Customer Experience Matrix
JULY 28, 2009
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. This is unusual among consumer marketing automation vendors. Back to Entiera.
Tempted to Do Away With Registration Forms? Think Again.
NOVEMBER 24, 2009
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.
21 Tips & Other Impressions from the Marketo User Summit
OCTOBER 14, 2010
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?
Marketing Automation Vendor Consolidation: Lessons from History
Customer Experience Matrix
JULY 22, 2010
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?
MarketingPilot Offers Integrated Marketing Management for Mid-Size Companies
Customer Experience Matrix
FEBRUARY 23, 2011
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.
Demandbase: A New Twist In The Lead Management Automation Market
JULY 31, 2009
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.
B2B Lead Management Market Heats Up
JULY 31, 2009
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. There are four primary buckets of technology solutions aimed at solving the “how do I make lead generation activities more effective?” This market has a lot of growth ahead of it! We can broaden our available market."