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Observations from the 2017 Marketo Summit

The Point

This week was my eighth consecutive Marketo Summit, all of them as a sponsor/exhibitor. Marketo has their mojo back. It’s been a tumultuous year for Marketo since being acquired by Vista Equity Partners in late 2016. Email may be losing its B2B dominance. But here are my main observations from the week.

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Hosted Landing Pages vs. Embedded Forms

The Point

A client asks: “Should we be hosting our campaign landing pages in Marketo? We’ve always hosted them on our main site and simply embedded Marketo forms. This question comes up all the time in client work, and not just with Marketo customers. But those companies are in the minority, especially within B2B. Effectiveness.

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5 Basic Things Every B2B Marketer Needs to Do to Prepare for GDPR

The Point

Following on the heels of CAN-SPAM (US) and CASL (Canada), the General Data Protection Regulation (GDPR) is the latest in a series of government regulations that promises to have a major impact on the way B2B marketers conduct business. We recommend all marketers consult with legal counsel on how best to fully comply with GDPR.

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Why Is Marketing Automation Maturity Still Woeful?

The Point

Almost 5 years ago, our agency conducted a survey to determine whether B2B companies were getting maximum value from their investment in marketing automation. Not in the least, according to a recent UK survey , which reported, amongst other findings, that just 2% of B2B marketers use marketing automation to its full capacity.

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

The Point

Here’s Part 2 of our discussion of the most common B2B lead scoring mistakes. Most B2B companies have a certain lead score threshold at which prospects are deemed ready for sales. For Part 1 of this post, click here.). Scoring every Web page visit the same. Scoring “contact sales” incorrectly.

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

The Point

Drawn from that experience, here are 10 examples of the most common scoring mistakes we see B2B companies make: 1. Demographic scores are best thought of as how interested you are in a prospect. No separate scores for behavioral and demographic values. Behavioral scores are how interested that prospect is in you.

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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. Here are 21 of the more useful, practical or inspiring ideas on lead nurturing, content marketing and demand generation that I heard: 1. Marketo has more than 300 content assets on offer on its Website.).

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