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The Rise of the Marketing Technologist Part 3: People, Process, Content and then Technology


I was sitting in some client meetings recently going over their Demand Generation Strategy, and something struck me as out of the ordinary…but in a good way. Moving from tactics-based marketing to strategic Demand Generation will most likely require the development of a new skill set within your team. Guess what, marketers? Step One: People. Step Two: Process.

The 14 Best Marketing Automation Tools


HubSpot’s “all in one” marketing software includes a complete content management system (CMS) for building a website and blog, SEO and social tools, analytics, a landing page builder, and email segmentation and sequence automation. Email marketing, campaign management, landing page design, lead nurturing and reporting. 1) Marketo. 2) HubSpot.

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Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

Mintigo’s conclusion across 186,500 B2B companies was that just three percent were using the most common marketing automation systems: Oracle Eloqua , Marketo, HubSpot, and Pardot. The Venture Beat slide lists some; we report on a good number of them in the VEST; and I''ve written about others on this blog. Here’s how I see things. The Mintigo results confirm this.

Genoo Aims to Shake Up Marketing Automation Market


Marketing automation / demand generation software enables marketers to build microsites and use content marketing to capture leads and nurture them through the buying process. The company’s new marketing automation platform enables users to create complete websites as well as microsites and landing pages, automatically send emails triggered by specific actions, configure lead scoring, and integrate with Note: this post was originally published on the WebMarketCentral blog in September 2009. per 1,000 emails sent. per month.

Act-On Software Does List-Based Demand Generation

Customer Experience Matrix

If you look at the Web site of Act-On Software , you’ll see a typical set of demand generation features: email marketing, demand generation (equated with landing pages and forms), lead nurturing, Website visitor tracking, channel (partner) marketing, and lead scoring. Less oddly, it also doesn’t explain that – unlike every other demand generation I recall seeing – Act-On has no marketing database. (Or, They can also create a registration page and form, auto-response message, invitation emails, reminders and follow-up emails.

No Leads from Social Media? No Excuses.

The Point

In a recent post , the folks over at Silicon Angle applied their usual insightful analysis to the results of an industry survey by marketing automation company Pardot , a survey that reports fully 42 percent of respondents (all B2B Marketers) have failed to generate any leads from their social media campaigns. Navicure uses Marketo and to track marketing ROI.). I agree.

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Do Small Businesses Need Marketing Automation?

Customer Experience Matrix

This helps business owners who need to generate revenue as efficiently as possible. A couple have noted that my questions only cover standard marketing automation functions (email, landing pages, nurture campaigns, lead scoring, CRM integration and reporting), while their products offer additional functions. The most common added function is sales force automation, but some also offer different combinations of e-commerce, order processing, customer support, blogging, Web site optimization and paid search. On one level, this broader scope makes perfect sense.

A Modest Proposal for Demand Generation Usability Measurement

Customer Experience Matrix

To provide a meaningful and consistent comparison of usability across demand generation vendors, you could: 1. You also need a standard installation and perhaps company Web site to integrate during testing. Then generate reports for the tasks in those scenarios, showing the (a) tasks completed (b) time required (c) workload on different users and (d) error rates. I’m really curious to learn what you think (on the assumption that “you”, the readers of this blog, include many demand generation vendors and users). sigh**. per year?

How to Optimize Your B2B Marketing and Sales with Online Video

Modern B2B Marketing

Interested in demand generation best practices and Napa Valley wineries? Video has become a demand generation strategy your business cannot afford to ignore, and effective B2B marketers match video content to reflect the interest levels of their audience. Here are my recommendations: Early Stage: Generate high interest by sharing viral videos. No problem.

How To Create A Revenue Generating B2B Marketing Strategy


How To Generate Pipeline. How Scale Pipeline and Revenue Generation. Generating And Managing Pipeline. After knowing where to reach your target audience and target market it’s time to generate pipeline and revenue. We’ve written about the core marketing technologies needed to sustain a healthy demand generation or account-based marketing program. Strategy.

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How Should I Structure My Marketing Automation Team?

Modern B2B Marketing

As head of our Customer Success/Account Management team here at Marketo, one question I hear frequently from new CMOs, VPs of Marketing and Directors of Marketing/Lead Generation is: “How can I build my marketing automation team?”. Web Team – Landing page/form creation for our multiple language websites (one full-time employee). At Marketo, we have a much larger team.

Manticore VII Marketing Automation and Lead Generation Released


Marketing automation / demand generation software provider Manticore today announced the release of Manticore Technology VII, which includes a fully customizable user interface, email and landing page folders, an email delivery wizard, and drag-and-drop list building functionality. The company made the announcement at’s Dreamforce conference in San Francisco. Although the improved UI is the big change, the new version also adds integration with for AdWords campaigns and improved lead generation capabilities.

How Should I Structure My Marketing Automation Team?

Modern B2B Marketing

As head of our Customer Success/Account Management team here at Marketo, one question I hear frequently from new CMOs, VPs of Marketing and Directors of Marketing/Lead Generation is: “How can I build my marketing automation team?”. Web Team – Landing page/form creation for our multiple language websites. (1 One Demand Generation Manager (Lifecycle Strategy/Content/Campaigns).

An 8-Step Plan for Migrating to a New Marketing Automation Program


Last year Freeman’s employer, a telecom company called ShoreTel , moved from Eloqua to HubSpot, and it fell to Freeman, the head of demand generation at ShoreTel, to oversee the project. Map out the workflows, lists, contact fields, and content such as landing pages, emails, blog posts and images that you have in your existing marketing automation program.

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Digital Marketing Glossary, Part 1

Marketing Action

I read not long ago that a lot of folks confuse or conflate “lead generation” with “demand generation.” For online assets (like your website and emails), the term references the top portion of the page, that which is visible without scrolling. Emails and landing pages are the most-tested properties. Guilty as charged. Here’s Part 1, A through D.


HubSpot Expands Its Services But Stays Focused on Small Business

Customer Experience Matrix

The company began with search engine optimization to attract traffic, and added landing pages, blogging, Web hosting, lead scoring, and integration. It is now working on more robust outbound email, support for mobile Web pages, and APIs foroutside developers to create add-on applications. In terms of features, HubSpot still offers unmatched search engine optimization and only Genoo shares its ability to host a complete Web site (as opposed to just landing pages and microsites). One aspect of service is consulting support.

Hubspot Offers Small Business Marketers a Big Bundle of Features

Customer Experience Matrix

Summary: Hubspot offers a bundle of Web traffic generation and lead management features in one low-cost package. Although Hubspot positions itself as an “inbound marketing system,” it actually does more than the search engine optimization, blogging, social media interactions and related analytics needed to generate Web traffic. The current version also hosts landing pages and Web sites, manages a lead database with profiles and Web activity history, generates lead scores, sends alerts to sales people, and synchronizes data with

Aprimo Marketing Studio Supports Sophisticated Business Marketers

Customer Experience Matrix

Summary: Aprimo Marketing Studio offers powerful features in an on-demand system for sophisticated business and consumer marketers. For more on vendor classifications, see my list of demand generation vendors from last November.) In other words, Marketing Studio competes with high-end demand generation systems like Eloqua , Market2Lead and Neolane. Small digression: most business marketing systems are designed around data from a sales automation system such as Users can build HTML emails, Web pages and multi-page microsites.

Drinking Our Own Champagne: How Marketo Uses its Event Marketing Software at Dreamforce

Modern B2B Marketing

by Jen Howard Events are a vital component of demand generation and brand reinforcement platforms and represent a huge slice of total B2B marketing spend. We simply create a new event, build a landing page with registration form using our easy-to-use WYSIWYG editor, tie in the webinar event with the campaign, and voila! Visit us at Booth 817 or visit [link].

Aprimo Marketing Studio Expands the Scope of Marketing Automation

Customer Experience Matrix

Summary: Aprimo Marketing Studio includes traffic generation features missing from nearly all existing marketing automation products. The new offering is designed to support all stages of interactive marketing, starting with traffic generation from paid search, Web banner ads and blogging, and continuing with visitor behavior tracking, landing pages and forms, interactive dialogs, multi-step email campaigns, lead scoring and CRM integration. The demand generation vendors have been much more dynamic. I've summarized this in the following table.

NurtureHQ Offers "Dead Easy Marketing Automation". Is That Enough?

Customer Experience Matrix

The case was made yet again this week in an excellent blog post by Joby Blume, describing his former company’s struggles with marketing automation. (Be Howard Sewell of Spear Marketing Group made a similar point on his own blog. There are some already tools to help generate content, such as systems for news curation and video posting. marketing process demand generation software marketing automation success factors marketing automation system deploymentI don’t know whether to laugh or cry. It’s really nice. I think not. Naturally, NurtureHQ disagrees.

Segmentation, Social Media Drive Lead Nurturing Success for iDirect

The Point

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, Critically, the agency recommended archiving all newsletter content in a blog format, hosted in WordPress.

Fostering Innovation - Eloqua Experience Day Two Keynotes.


We heard from Kendall Collins, CMO of and Heidi Melin, SVP/CMO of Polycom , and thought leader and pioneer in business visualization Tom Wujec , Senior Fellow at Autodesk. Kendall Collins – Chief Marketing Officer – Kendall shared many experiences about what its like being the CMO of a company with over 80,000 customers and revenue exceeding $1.5B.

Marketing Automation for the Inbound Challenged-Part 4: Vendors II

B2B Ideas @ Work

As I look back on my first blog series, I must say: I picked quite the subject to tackle. Until next time, here are five more marketing automation vendors: Loop Fuse Loop Fuse's secret weapon is OneView, the only on-demand sales and marketing automation solution for companies that brings sales and marketing together to form one giant team.

Capture Website Visitors To Know Who Has Been Visiting - They Might Be Qualified Leads

delicious b2bmarketing

Home How it works Solutions Customers Company Free Trial Blog Get updates via email: What is ReadyContacts? ReadyContacts is a provider of role-based contact lists for targeted demand generation campaigns. Right from lead data capturing, lead nurturing to lead qualification , technology has been evolving to help automate the demand generation process and help marketing and inside sales work smarter. This is certainly a step in the right direction for marketing automation and online lead generation in making the process more intelligent. Not any more.

Top 37 B2B Marketing Posts and Hot Topics August 2010

B2B Marketing Zone Posts

Traffic numbers may have been down in August, but the quality of blog posts certainly wasn’t. It’s a useful and dangerous tool to seamlessly forward visitors and search engine spiders to a new URL for one of several reasons including if a website needed to change its domain or a time sensitive page like a contest. Most are blog posts, but I’ve also included some eBooks. Get Search Engine Optimized- Fast - Writing on the Web , August 13, 2010 How do you know if your blog posts are optimized for search engines ? SEO vs. What’s Up, Blog? Blog (218).

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Demandbase: A New Twist In The Lead Management Automation Market

delicious b2bmarketing

B2B marketers looking for ways to turn their Web sites into demand generation tools have some new solutions to consider. As part of a broader lead generation, on-demand platform, Demandbase offers a free, downloadable Web application built on Adobe AIR (one of 3 investors in an $8M round they also announced.) Demand Stream™ includes a Web widget that shows sales and marketing the names of companies visiting the Web site in near real-time. The lead management automation market, about which I blogged previously , continues to attract new players at a rapid rate.

B2B Lead Management Market Heats Up

delicious b2bmarketing

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?” My point: B2B marketers are looking elsewhere for help generating demand. Exciting times.

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