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Marketo Conference: Is Predictive Modeling The Future of Marketing Automation?

Customer Experience Matrix

Marketo held its annual Marketing Nation Summit this week, hosting 4,000+ clients and partners. The event seemed relatively subdued for Marketo – I didn’t spot one costumed character – but the over-all atmosphere was positive. The company made two major product announcements, expanding the reach of Marketo campaigns into mobile apps and display ad retargeting. Those struck me as strategically valuable, helping to secure Marketo’s place at the center of its users’ customer management infrastructure.

Top 10 Marketing Automation Mistakes

The Point

It’s well documented that, of the companies who invest in marketing automation, many fail to achieve maximum return from that investment, or even utilize marketing automation technology to its full capacity. Many of the pitfalls that cause the returns on marketing automation to fall short can be distilled into a handful of common issues. Launching lead scoring too soon.

Marketo Adds Custom Objects. It's a Big Deal. Trust Me.

Customer Experience Matrix

My first question when Marketo announced its new mobile app connector this week wasn’t, “What cool new things can marketers do?” But one of Marketo’s biggest technical weaknesses has always been an inflexible data model. This was a common limitation among early B2B marketing automation products but many have removed it over the years. suspect that underestimates the technical savvy of Marketo users, but no matter. This will be more true once Marketo finishes its planned migration of activity data to a combination of Hadoop and HBase.

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. Fair enough.

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. automation, persona development and mapping the customer journey.

Raab Report: Act-On, Eloqua, Pardot, and Marketo Vie to Lead in Mid-Size B2B Marketing Automation Segment

Customer Experience Matrix

final installment in my series of posts on leaders in the different B2B marketing automation sectors, as determined by the ratings in our VEST report. I’ve saved the best for last, in the sense that the small to mid-size sector is the heart of the industry and its most complicated arena. Most require the full set of marketing automation functions but apply these in simple ways.

New Marketing Automation Buyer’s Guide Offers Valuable Advice

The Point

TrustRadius , an online community designed to help business software users make better product selection, implementation, and usage decisions, just released their first-ever “ Buyer’s Guide to Marketing Automation Software.”. Marketo announced an open ecosystem platform strategy. • Act-On raised $42 million and appears heading for an IPO.

Profile Management Product Updates: Account-Based Marketo Behavior Profiles, “Contains” Operator, and More

Infer

We’re excited to share all of our newest product features and updates in greater detail below. Account-Based Marketo Activity Profiles. We’re deepening our integration with Marketo to extend users the ability to build data-rich, account-based profiles using their Marketo Activity behavioral data. Any, All, or None” Selector. Contains” Operator. Insta-Publish. Press page.

Spring 2016 Product Release Highlights

Captora

This next generation of products and services will simplify marketers’ ability to prioritize, launch, and optimize a portfolio of high performing campaigns across Search, Advertising, and Social channels. New Product Release Highlights. Want to see a full product demo? The post Spring 2016 Product Release Highlights appeared first on Captora Blog.

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. automation, persona development and mapping the customer journey.

Doing More Together: Facebook and Marketo Drive Marketing Success

Modern B2B Marketing

It was a great opportunity to learn about Facebook’s product roadmap from their leaders, and how they see partners as an integral part of helping their customers drive success and business growth. For instance, Marketo’s integration with Facebook’s Offline Conversions API allows marketers to connect “offline” conversions, an event not measured by Facebook (e.g.

Meet SalesPredict at Marketo Marketing Nation Summit & SiriusDecisions 2016 Summit

SalesPredict

Doesn't have quite the same ring to it, but team SalesPredict is excited to be participating in two important industry events next month: Marketo's Marketing Nation Summit and SiriusDecisions 2016 Summit. Marketo Marketing Nation Summit | Booth #821 May 9-12, 2016 | MGM Grand | Las Vegas, NV | #MKTGnation. Marketing Events Predictive Marketing Marketing Automation B2Bmarketing ABM

Oracle Buys Eloqua: Winners and Losers for B2B Marketing Automation

Customer Experience Matrix

Oracle announced today that it has agreed to purchase B2B marketing automation leader Eloqua for $23.50 per share, which comes to $871 million. The deal makes obvious sense, in that it gives Oracle a much stronger position in the fast-growing B2B marketing automation industry*. marketing automation platform can't do this because it bumps up against the competing platform of CRM.

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4 Marketing Automation Must-Haves For Beginners

ANNUITAS

When I think about starting my career in marketing automation, I think of  the complete confusion of how everything should be setup. Rome wasn’t built in a day and neither was a fully automated marketing engine. There are many important things to focus on when starting to use a marketing automation platform such as Marketo or Eloqua. Start simply with the basics.

SalesPredict Offers Highly Automated, Highly Flexible Predictive Modeling

Customer Experience Matrix

Back in, say, 2008, a product like this would be big news. In this case, the main technical differentiator is extreme automation: SalesPredict imports customer data, builds models, scores current records, and deploys the results with virtually no human intervention. automated modeling crm marketing automation predictive analytics predictive marketing predictive modeling salespredict

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. automation, persona development and mapping the customer journey.

VEST Report: Competition in B2B Marketing Automation Isn't About Features

Customer Experience Matrix

Yesterday I released the mid-year edition of the VEST Report on B2B marketing automation vendors, thereby meeting my self-imposed deadline of July 31. Otherwise, the top players have remained the same: Infusionsoft , HubSpot , Act-On , Salesforce Pardot , Marketo , Oracle Eloqua , and Adobe. products are pretty stable, too. marketing automation martech VEST report

Why Marketo and Microsoft Dynamics CRM Customers Have Gold in Their Sights

Modern B2B Marketing

At Marketo, we spend a lot of time thinking about how to help sales and marketing perform together  with the finesse of Olympians. If you’re a marketer using Microsoft Dynamics CRM, that tool is often a complete marketing automation platform. So are real life Microsoft Dynamics CRM and marketing automation customers becoming gold medalists? Marketing Automation b2b

Do You Need Marketing Automation to Do Lead Nurturing? Sort Of.

The Point

A prospective client asks: “We’re just getting our demand generation programs ramped up, and I’m not sure I’m ready for marketing automation. My answer: “It depends how you define “ lead nurturing ,” but technically: no, you don’t need marketing automation in order to nurture leads. Marketing automation simply takes nurturing to a whole new level. Certainly.

7 Marketing Automation Predictions: A SiriusDecisions Roundup

Modern B2B Marketing

Author: Charm Bianchini The 11 th annual SiriusDecisions Summit was held in Nashville last week and featured 30 new frameworks, customer ROI presentations, and multiple analyst and practitioner case studies. A key session that stood out and created a lot of buzz amongst the crowd:  Marketing Automation: What the Future Holds. Marketing Automation b2b ConsumerCurious where to start?

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

The Interwebs have delivered an unusually rich trove of data about the marketing automation industry in the past few weeks. Taken together, these provide a clearer picture than usual of the state of marketing automation. The reason is selection bias: most surveys are answered by people who are actively engaged in marketing automation. Here’s how I see things.

We Should Be Asking: “Why Didn’t Marketo Raise More?”

It's All About Revenue

When I heard word of Marketo’s $50 million round, my immediate response was, “Good for them; better for the industry,” predictable though it may sound. fully expect this round – which, according to industry observers, brings Marketo’s total raise to $107 million – to brighten the spotlight that’s already shining on  marketing automation and related categories like revenue performance management. When it comes to Marketo’s funding, the question most observers will ask is: Why did they need to raise $50 million just one year after securing $25 million?

20 Ideas from Power Users to Power Up Your B2B Marketing Automation

Modern B2B Marketing

Author: Zak Pines We’re at an exciting point in the evolution of marketing automation. Perhaps more importantly, as the industry matures, leading-edge marketing automation practitioners now have many years, or even a full decade, of experience under their belt. The first marketing automation win is to save your marketing team time.  Test, test, test your automated flows. 

How to Sell Marketing Automation to Your CEO (& Other Burning Questions)

The Point

Recently I was asked to contribute some thoughts to Marketo’s new ebook, “ The Definitive Guide to Marketing Automation.” You can download a free copy of the ebook – 100 pages on everything you need to know about marketing automation – what it is, how it’s different from CRM, common features, keys to success, and more – by clicking here. Below is my contribution (see Page 71.).

Introducing Marketo’s Email Lookbook for Spring/Summer 2014

Modern B2B Marketing

Personalization is becoming easier to achieve, as marketing automation platforms are now offering functionality to create better, more relevant email experiences with subscriber data. Add how-to videos to your email, or create animated gifs that swap out images of your newest deals and products. We highlight emails that are creative, inspiring, and beg to be opened! Timely Content.

Accelerating the Pace of Inbound Leads: An Interview with Paul Albright of Captora

The Point

Paul Albright boasts a 30-year track record of success in Silicon Valley, including executive roles at companies such as Marketo, SuccessFactors, NetApp, and Informatica. Marketing automation and CRM have now become mature, so Captora can now attack the ineffectiveness across the top of funnel. Captora improves the value those companies get from their marketing automation investment.

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Why is Inside Sales So Scared of Lead Nurturing?

The Point

Recent studies tell us while the adoption of marketing automation technology continues to gain momentum, fewer than 20 percent of marketing executives say that they are fully integrating the technology into their current sales and marketing initiatives. Whatever the motivation, any “push back” from Inside Sales to marketing automation and automated lead nurturing/qualification is misplaced.

Top 10 B2B Lead Scoring Mistakes (Part 1 of 2)

The Point

well-planned, well-designed, and optimized lead scoring schema can be a key contributor to sales productivity, sales engagement, and the rate at which inbound leads convert to Sales Qualified Leads, opportunities, and deals. Depending on the marketing automation platform you use, there are usually two ways to assign lead scores. Faulty inactivity campaigns. Score inflation.

Marketo Celebrates the Marketer, the Marketing Nation, and Unveils New Product Innovations–Keynote LiveBlog

Modern B2B Marketing

by Dayna Rothman After months spent tirelessly preparing, Marketo Summit is finally here! This year Summit kicks off with, “Welcome to the Marketing Nation”, featuring Phil Fernandez, CEO of Marketo, Patty Azzarello, Founder and CEO of the Azzarello Group, and a slew of other surprise guests. New Product Innovations. We want Marketo to be the hub that brings it all together.

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Case Study: Segmentation, New Creative Boosts Lead Conversion Rates by 75%

The Point

All campaigns were built and launched in Marketo, a leading marketing automation platform. Lead to MQL Conversion Rate for all leads across all product lines increased 33 percent. • For “passive” leads (leads from online programs such as content syndication, banner ads, SEM, Webinars and social media), the Lead to MQL Conversion Rate increased a massive 75 percent.

What Qualities Should You Look for in a Marketing Automation Manager?

Modern B2B Marketing

Author: Anastasia Pavlova Whether you’re a small to medium-sized business or a larger enterprise organization, marketing automation is your company’s best bet for staying competitive in this digital age. 53% of the B2B organizations and 43% of B2C and combination B2B/B2C organizations have adopted marketing automation systems.– Product or segment marketing. Sales.

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How to Automate Your Account-Based Marketing Strategy

Modern B2B Marketing

Thanks to a marketing automation platform that supports ABM , you can practice both, or just focus solely on ABM, at scale. In today’s digitally-empowered world, buyers are developing their own conclusions about your products and services long before they reach out to your sales team. Are you currently implementing ABM with a marketing automation platform? Acme Co.,

[Ebook] How Marketing Automation Empowers Small Teams

Modern B2B Marketing

The answer is to automate their processes. Enter, marketing automation! Marketing automation is a powerful software tool that automates and syncs various efforts (think campaign management, customer segmentation, and data analysis, to name a few). Marketing automation is an all-around winner. Marketing Automation b2b ConsumerBut, manual isn’t optimal.

Social media strategy leaders: Lisa Marcyes

Biznology

made the move to Marketo last year and have been so excited to have the opportunity to lead social media for one of the leading marketing software companies in the world! 2. currently manage all of the social media marketing strategy for Marketo. Product launches. By integrating a Marketing Automation Platform, you can track: Conversions. Welcome, Lisa ! Events.

More New Systems Challenge the Marketing Automation Status Quo

Customer Experience Matrix

Last week’s post looked at newer marketing automation systems that focused on small businesses. The general notion is that small businesses are finding existing marketing automation products too hard to use and would be happy with something simpler, especially if it costs less. It launched its full-scale marketing automation system last fall. Here are a few options.

Marketing Automation, Set It and Forget It

Puzzle Marketer

This obviously allows you to match your customers with sales transactions, but more importantly for marketers it allows you the option of layering on a marketing automation system that can deliver targeted messages at the right time without continuous management by additional personnel. You may even be sophisticated enough to break down your list by sales group, product, region, or industry. Marketing automation, what is it? Automate processes like these and scale the number of touch points, leads generated, and sales routed. You can scale your processes.

Infer Makes Headlines with Latest Product Innovations

Infer

In a recent byline article, Infer’s senior director of product marketing, Sean Zinsmeister, explains the pitfalls and opportunities of DIY predictive modeling, and which three key questions teams should ask themselves before putting the task of model building into the hands of the everyday marketer or other business function. ”  .

Why Is B2B Marketing Automation Growing So Slowly?

Customer Experience Matrix

Let me start by saying that the 50% revenue increase I’m projecting for B2B marketing automation in 2013 is a very healthy one. We’ve recently been seeing surveys that suggest something close to 50% adoption of marketing automation. Raab Associates' VEST report shows about 20,000 B2B marketing automation systems at those companies, yielding about 6% penetration. million vs. 39.6

Why Video Is Crucial to Your Marketing Automation Strategy

Modern B2B Marketing

Just like you’d do with any other piece of content, your marketing automation platform is a key piece of the puzzle here to map content to the lead profile. But chances are, you’re not using video in your marketing automation platform to help you better understand your leads. How to Make the Most of Video in Your Marketing Automation Platform. Marketing Automation b2b Consume

Lead Scores Too High? Maybe They Need An Expiration Date.

The Point

Amongst companies who adopt marketing automation technology, the problem of lead score inflation is a common one, mainly due to the rudimentary way in which most companies first decide to assign those scores. All credit for developing this approach (and helping with the description) goes to Dan Reed, Spear’s Technical Production Manager and resident marketing automation guru.