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First Look at New Marketo Release

Customer Experience Matrix

I’m going to diverge just slightly from my current obsession with usability to talk about a conversation I had today with Marketo President and CEO Phil Fernandez, who previewed the 3.0 The company also reworked the user interface--of more than 200 total changes in this upgrade, about 75 were tied to usability--although it still takes the same basic approach of building campaigns as lists of steps, rather than branching flow charts. What's ultimately more important than the uniqueness of Marketo's philosophy is how they have built it into their software.

Marketo's Enterprise Edition and Revenue Cycle Management: Looking Under the Hood

Customer Experience Matrix

Summary: Marketo continues to follow its own path. Enterprise Edition adds the complex security needed by large organizations but sticks to simple campaign flows. finally caught up with Marketo for a briefing on their Enterprise Edition (announced in March) and Revenue Cycle Analytics (announced in May). Since both are somewhat old news, and Marketo describes them in detail on its Web site, I’ll just make a few comments. Executive Edition shows what Marketo believes is needed to service large marketing organizations. It seems that Marketo disagrees.

Multi-Step Campaign Interfaces: A Quick Vendor Survey

Customer Experience Matrix

The area where this comes up more often than any other is the design of multi-step campaign flows. These organizations have marketing operations staff members whose entire job is to set up campaigns. But the vast majority of demand generation systems are installed in much smaller marketing departments, where setting up campaigns is just a fraction of the user's job. Tags: software usability measurement marketing automation lead management software selection demand generation There are two basic approaches to this: use a flow chart, or present a list of steps.

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.

Demand Generation Usability Scores - Part 3

Customer Experience Matrix

Explicitly direct leads from one campaign to another. Users can directly send leads from one stage in a campaign to a different campaign. The underlying logic was explained in last Friday's post : marketers running complex programs need precise control over flows among many different campaigns. Marketo gets a half point because it can direct leads to lists, which in turn feed campaigns, but not to campaigns directly. Marketers can define a large campaign flow that links the small, linear campaigns. 3.5 6 5.5

Marketing Automation Acceleration service launched

Fearless Competitor

BETHPAGE, NY, June 10, 2010  /24-7PressRelease/ — Nearly seven out of 10 businesses say that “generating high quality leads&# is their top challenge, according to researcher MarketingSherpa. But marketing automation software customers are realizing that tools alone do not address the high-quality leads problem. About Find New Customers LLC.

Demand Generation Usability Scores - Part 2

Customer Experience Matrix

This post will continue with the scores for items that apply to usability for simple campaigns. Build a campaign as a list of stages. Users can build a simple campaign by defining a linear sequence of stages. As discussed in last Friday's post , I see this is one of two truly key features for making simple campaigns easy to build. The primary alternative, laying out a campaign on a Visio-style flow chart, is harder for most marketers to grasp. But embedding the rules gives a much cleaner, simpler view of the campaign flow. Simple 2 4 4 6 6 2.5

Marketing Automation Trends for 2010

LeadSloth

Kevin Joyce , CMO, Market2Lead. Manager, Inbound Marketing, Marketo. The vast majority of leads generated on a website never have a meaningful conversation with a sales rep. If there is no mechanism to pass the lead back to the marketing team (in an automated or semi-automated fashion), the lead is gone forever. Marketing automation solutions can facilitate remarketing to inactive leads, or so-called lead recycling, which helps drive value from a marketer’s most valuable asset, his or her lead database. predictions. The Contributors.

Hard Data to Justify Your Marketing Automation Investment

Customer Experience Matrix

higher campaign response rates and conversion rates • 50% decrease in time to execute campaigns • 100% increase in number of campaigns • 85% decrease in cost per lead • 18% higher revenue • 9.3% Best in Class Non-Best-In-Class % higher Bid-to-Win Ratio Increase 24% 18% 33% Lead Conversion Rate increase 23% 16% 44% Average Revenue per Account increase 15% 12% 25% Average Deal Time decrease 13% 10% 30% Average return on marketing campaigns inrease 27% 13% 108% 4. 56.8% 16% % firms w/lead to first call conversion > 50% 48.7% Here's a bunch.

Demand Generation Usability Scores - Part 1

Customer Experience Matrix

Because usability includes both ease-of-use and the suitability for a given task, a single usability score would be misleading because it must either favor construction of simple campaigns or of complex campaigns. In working through the checklist items themselves, I quickly realized that some items apply to usability for both simple and complex campaigns. therefore ended up with three groups of scoring elements: those for simple campaigns, those for complex campaigns, and those shared by both. Trigger lead scoring outside a campaign step.

Getting Closer to My Usability Ratings

Customer Experience Matrix

In particular, they helped me to clarify the distinction between small campaigns focused on a specific treatment (e.g. offering a white paper or promoting a Webinar) and the larger process of managing the flow of treatments. I’d already noticed that the simplicity-focused vendors ( Marketo , Infusionsoft , OfficeAutoPilot and, as of yesterday, Genius.com ) build their campaigns as a list of steps with no branching flows. (To be wholly accurate, some of them do permit limited branching within each step. So that's my grand epiphany: every system has a lead routing approach.

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?

Twitter - Content - Lead Nurturing - Best of B2B Marketing

B2B Marketing Zone Posts

Tips for generating high quality leads that sales people love - B2B Lead Generation Blog , August 13, 2009. What IS and ISN’T Lead Nurturing - B2B Lead Generation Blog , August 26, 2009. Marketo’s Ebook: A Lesson In Content Marketing - Direct Connections , August 10, 2009. The #1 Factor in Executing Effective Campaigns - Market2Lead , August 28, 2009. Getting Going with Lead Nurturing - Marketing Genius Blog , August 27, 2009. B2B Lead Generation Checklist: 22 Success Tips - Sales Lead Insights , August 12, 2009. August 2009.

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. Most recently, Marketo just announced their lead management solution. There are four primary buckets of technology solutions aimed at solving the “how do I make lead generation activities more effective?” Lead farming?

Marketing Automation System Trends: What We Found in the Raab Guide

Customer Experience Matrix

Could marketers finally be ready to spend on measurement? I’m pleased to report that the 2010 edition of the Raab Guide to Demand Generation Systems is officially available today, with updated entries on all vendors (alphabetically: Eloqua , Manticore Technology , Market2Lead , Marketbright , Marketo , Neolane and Silverpop Engage B2B ). At least three vendors (Eloqua, Marketo and Silverpop) introduced new features aimed at improving marketers’ ability to use social media. Market2Lead, Manticore Technology and Silverpop all introduced major interface upgrades.

Low Cost Systems for Demand Generation

Customer Experience Matrix

My new obsession with Twitter (follow me as @draab) has led to several messages from people who seemed to have trouble choosing between Eloqua and Marketo. This is a bit perplexing, since those products are at the opposite ends of the spectrum: Marketo being relatively low cost / limited functionality / easier to learn, and Eloqua being higher cost / richer functionality / takes more training. Marketo is certainly a fine product, but marketers should still look around before picking it by default. They focus on email nurturing campaigns and marketing measurement.

CRM 2

Demand Generation Usability Scores - Part 4

Customer Experience Matrix

The main result of the conversations so far has been to clarify the items related to lead routing. Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B complex 11 8.5 12 9.5 Specialized features to manage those campaigns are available from several vendors, but they're not necessarily the ones with the highest scores for all campaign management features combined. Of course, I do realize that publishing this matrix lead to many more phone calls from vendors who want to know why they weren't listed in a given category.

LucidEra Takes a Shot at On-Demand Analytics

Customer Experience Matrix

Rather, it sells preconfigured applications that use the platform for specific purposes including sales pipeline analysis, order analysis, and (just released) sales lead analysis. Campaign analysis in demand generation systems. The question here is whether most demand generation systems ( Eloqua , Vtrenz , Marketo , Market2Lead , Manticore , etc.) import sales results from CRM systems to measure campaign effectiveness. Back in March, I wrote a fairly dismissive post about on-demand business intelligence systems. Problem(s) solved, eh? There may be a quiz.)