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Is “social media campaign” an oxymoron?

Chris Koch

If you had asked me a few years ago whether the traditional marketing campaign had any place in social media I would have scoffed. would have had only slightly less disdain for the audience for these campaigns. If all you do is run contests and campaigns on Facebook, how can you expect to hold onto prospects over the long term? But then I see something like HP Technology Services (HPTS)’ “Where’s the Humanity in Your Technology” campaign, or Hitachi Data Services ( HDS )’ Social Media Buzz campaign. You can read synopses of the programs here and here.)

Exclusive Interview Eloqua's Director Of Content @jchernov.

B2Bbloggers

Well, this week, in my interview Eloqua’s Director of Content, Joe Chernov ( @jchernov ), you’ll benefit from the same thing. Jeremy: Tell me a little bit about yourself, your role at Eloqua, and the size of the team that is responsible for social media, content marketing, and online communities. At Eloqua the entire company is responsible for social media. 

Eloqua’s “Juan Eloqua” Campaign: Email Creative at Its Best

The Point

The email below from marketing automation vendor Eloqua is part of one of those rare B2B campaigns that combines email marketing best practices with an impeccably executed creative concept. In the process, what is otherwise a fairly straightforward “get your free report” lead nurturing program is elevated to a degree that allows it to really stand out from the clutter.

Genoo Aims to Shake Up Marketing Automation Market

Webbiquity

Marketing automation / demand generation software enables marketers to build microsites and use content marketing to capture leads and nurture them through the buying process. Companies evaluating established providers such as Marketo , Eloqua , Silverpop’s B2B Engage and HubSpot would be well-advised to check out a relatively new contender as well— Genoo Marketing Automation. downloading a file, clicking a link in an email) to provide relevant content; No limit on the size or number of visits permitted to microsites. Share this on del.icio.us. Digg this!

Kwanzoo Builds Content for Cross-Channel Marketing

Customer Experience Matrix

These capabilities make Kwanzoo substantially more versatile than a conventional marketing automation system, which would rely on campaign flows or manually-embedded links to manage the page sequence and could only deploy on emails or microsites generated by the marketing automation system itself. Data captured by Kwanzoo can be directly posted to Eloqua , Marketo , Constant Contact and Salesforce.com. It quickly rises to $2,499 to embed units in emails, post data other than basic lead capture, support mobile formats, and use IP-address information for targeting.

17 Marketing Action Items in 140 Characters or Less

It's All About Revenue

Marilyn is an Eloqua client and attended the 2011 Eloqua Experience conference last week. Instead of writing out pages of notes that I would have to sort through and re-interpret, I found it more effective to tweet my takeaways throughout the 2011 Eloqua Experience conference sessions.  I forced myself to focus on 140-character (or less) “Elotweets”. Elotweet #4: Incorporate social media share buttons on campaign microsites & position campaign content as “sharable” Elotweet #5: Didn’t know you could add social media share links in emails.

33 Inspiring B2B digital marketing case studies

grow - Practical Marketing Solutions

Here we go: CONTENT MARKETING ADP : Developed a content marketing campaign to connect and engage with their target audience on a ADP solution using white papers and a diagnostic assessment tool. The campaign generated over $1 million in new sales opportunities with several deals closed within the first 3 months of launch. The campaign also included a two phase nurturing program.

Connecting the Dots Between Social Media & Demand Generation

It's All About Revenue

by Jesse Noyes | Tweet this Today’s blog post comes courtesy of Carmen Hill, of Babcock & Jenkins, an Eloqua partner and B2B marketing integrated agency focused on demand generation and pipeline acceleration. When mapping and developing content for your demand gen campaigns, consider how it can be shared beyond your direct list of contacts. Tip: Make it easy to share.

Is “social media campaign” an oxymoron?

Chris Koch

If you had asked me a few years ago whether the traditional marketing campaign had any place in social media I would have scoffed. would have had only slightly less disdain for the audience for these campaigns. If all you do is run contests and campaigns on Facebook, how can you expect to hold onto prospects over the long term? But then I see something like HP Technology Services (HPTS)’ “Where’s the Humanity in Your Technology” campaign, or Hitachi Data Services ( HDS )’ Social Media Buzz campaign. You can read synopses of the programs here and here.)

Announcing the Winners of SnapApp's First Annual Customer Awards: The Snappys!

SnapApp

Without further ado, the winners: Cool Cat Campaigner. This award recognizes the SnapApp customer with the best overall integrated marketing campaign. The Hyland/OnBase team used the assessment, "What kind of D+H Connections attendee are you?" as the tip of the spear for their D+H Connections tradeshow campaign. Winner: Blackbaud. Runner-Up: Hyland/OnBase. Winner: Ecova.

Social Media Features in Marketing Automation Systems: Who Does What?

Customer Experience Matrix

This is harder than monitoring since it requires linking social identities to marketing leads and connecting to the social system’s API. This contrasts sharply with mature categories like email, landing pages, and nurture campaigns, where dozens of features are shared by most systems. But social is clearly growing fast and has great potential.

Case Study: Modern Marketing Meets Storytelling Comic Strips

It's All About Revenue

Editor’s Note: Today’s post comes courtesy of Bill Schilling , B2B marketing director and marketing technologist at Imation , where he leads a revenue-focused digital marketing team responsible for integrating marketing automation with content, website, search, social media and CRM to grow new inquiries, leads and sales opportunities. This strategy inspires everything we do - from our campaign microsite , advertising and email to how we interact on social media and event. Powered by Oracle. Know Your Villains. Read more about The Clog and Follow The Clog.

My List of Demand Generation Vendors, and Who They Sell To

Customer Experience Matrix

Similarly, functionality is generally comparable although they may be less sophisticated at some tasks such as dynamic content generation (automatically altering an email or Web page based on lead characteristics) and branching campaign flows. One of the audience members at the B2B Marketing University in Boston asked about demand generation systems for small businesses, and how to distinguish among the vendors in general. My brief answer was that the biggest difference was less functionality than the target markets the different vendors pursue. Here it is.

Marketing Automation: Like Bringing a Gun to a Knife Fight

Webbiquity

One of the biggest challenges b2b marketers face is what to do with all of those “names&# that come into your system that aren’t really “leads&# yet; contacts collected from white paper downloads, webinar registrations, trade shows and other activities. How do you separate hot leads from long-term leads from tire-kickers? Most sales people still don’t.

B2B Pay Per Click Advertising

LeadSloth

To generate demand for your products, it’s not enough to nurture the existing leads in your database. You also need a steady stream of fresh leads coming in. There are many ways to find these new leads: inbound marketing, search advertising, tradeshows, lead programs, etc. It’s true that measuring true ROI usually takes a longer time and more effort than measuring ROI for B2C campaigns – so, when the ROI data does start to come in, it’s all the more exciting. Jep: How do you track opportunities or revenue associated with specific AdWords Campaigns?

Help! I Need a Marketing Automation Vendor with Social Media Savvy

WindMill Networking

If you’re a progressive marketer who integrates social with lead nurture, you should focus on automation vendors who can accommodate your combination of social media- and CRM-driven engagement styles. Below is my own list of vendors who integrate social with traditional lead nurture, including links to their web pages on social capabilities. Where Do I Start? dynamics.

Top 32 B2B Marketing Posts and Hot Topics of Social Media Forecast

B2B Marketing Zone Posts

HP, P&G) to the channel… The Difference Between B2B Leads and Personas - Marketing Interactions , April 17, 2010 B2B marketers have relied on lead definitions to define their marketing programs for years. The biggest disconnect for companies is that a marketer’s definition of a lead can often be quite different than how sales defines what they need to accept a lead as qualified for follow-up. wrote an eight part series on building an effective lead generation program a while back. Could Facebook become a Lead Nurturing platform?

Aprimo Marketing Studio Supports Sophisticated Business Marketers

Customer Experience Matrix

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. Eloqua and Market2Lead are based on sales automation data, but can incorporate external tables. This starts with the core functions of any business marketing system: outbound and multi-step email campaigns, landing pages, Web behavior tracking , lead scoring, Salesforce.com integration, reporting and content management. You know who you are.

Genoo Aims to Shake Up Marketing Automation Space

WebMarketCentral

Marketing automation / demand generation software enables marketers to build microsites and use content marketing to capture leads and nurture them through the buying process. Companies evaluating established providers such as Marketo , Eloqua , Silverpop's B2B Engage and HubSpot would be well-advised to check out a relatively new contender as well— Genoo Marketing Automation. downloading a file, clicking a link in an email) to provide relevant content; No limit on the size or number of visits permitted to microsites.

Marketing Automation: Bringing a Gun to a Knife Fight

WebMarketCentral

One of the biggest challenges b2b marketers face is what to do with all of those "names" that come into your system that aren't really "leads" yet; contacts collected from white paper downloads, webinar registrations, trade shows and other activities. How do you separate hot leads from long-term leads from tire-kickers? They apply technology to a difficult process.

Tailwinds for marketing automation software

B2B Marketing Online

Vendors such as Genius, Eloqua, Marketo and Pardot are reaping the benefits and growing fast. Marketing automation empowers marketing to define its contribution to the sales pipeline, tracking each sale back to one or more marketing campaigns. Marketing automation tools supporting drip marketing campaigns and lead nurturing can build relationships with buyers during a longer sales process. There are more channels to reach customers – email, microsites, social networks – and businesses must develop more cohesive marketing plans. What does that mean?