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Marketo's Engagement Engine Simplifies Complex Marketing Automation Campaigns

Customer Experience Matrix

I’ve long said that the best campaign design would be one circle: the system executes the best treatment for each customer, waits a day, and repeats. But the good folks at Marketo have taken a step in that direction with their latest enhancement, which they call an “engagement program”. It has more than one step but does get away from the idea of a rigid, branching campaign flow.

9 Ideas (and 1 Big Lesson) from the Marketo Social Marketing Roadshow

The Point

Last week I attended (and was a presenter at) the Seattle edition of Marketo’s 2012 Social Marketing Rockstar Tour , a roving conference/seminar series being held this summer in cities nationwide. Marketo bills the event as an opportunity to hear, learn, and share advice on B2B social media marketing strategy. The real opportunity is with the friends and networks of those contacts.

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. Sure enough, when I finally connected with Marketo SVP Products and Engineering Steve Sloan, he revealed that the mobile data is being managed through a new custom objects capability – one that Marketo didn’t announce prominently because they felt Marketing Nation attendees wouldn’t be interested. but “Where is the data stored?” Well, maybe a little.)

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. I’ll try to write about them once that happens.

B2B Marketing Trends for 2016

inbound lead generation with more targeted, proactive campaigns. But marketers will have to do a better job of setting measurable business-oriented goals up front, then running campaigns and measuring results against those goals. activities, such as campaign effectiveness. For example, no longer will marketers schedule an email campaign. B2B Marketing. know which half."

Campaign Makeover: Simple Changes Increase Email Response by 25 Percent

The Point

Kevin writes: “Below is one of our most successful email campaigns. Click on the first thumbnail at right to see Kevin’s original campaign. A few days later, Kevin responded with the results: “Based on your input, I made the following changes to the Forrester campaign: 1. What would you change?”. Plus it doesn’t mention the offer. Shortened body copy text.

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Doing More Together: Facebook and Marketo Drive Marketing Success

Modern B2B Marketing

Marketo is happy to be one of the partners contributing to this vision through our integrations with Facebook that connect the dots between seemingly disparate activities, digitally and offline. 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.

Marketo Announces Japan Expansion

Modern B2B Marketing

And in our short history, it sure seems like people want Marketo. First, we heard customers in the UK asking for our technology; in 2011 we took the international plunge and hung the first global Marketo shingle up in Dublin. Needless to say, that shift plays right into Marketo’s hands. Read the full press release on Marketo’s Japanese expansion here.

Join Infer at Marketo Summit 2016

Infer

Marketo Summit is upon us yet again, and we’re geared up for a fantastic week of networking, learning, and connecting with thousands of data-driven marketers about the power that predictive can have on their businesses. Optimizing marketing campaign efficacy. The post Join Infer at Marketo Summit 2016 appeared first on Infer: Predictive Lead Scoring for Sales & Marketing.

B2B Marketing Trends for 2016

inbound lead generation with more targeted, proactive campaigns. But marketers will have to do a better job of setting measurable business-oriented goals up front, then running campaigns and measuring results against those goals. activities, such as campaign effectiveness. For example, no longer will marketers schedule an email campaign. B2B Marketing. know which half."

Do Lead Nurturing Campaigns Always Need an Offer?

The Point

In my last post , I talked about creative campaign ideas for when you have no content to offer. Which leads to another question: do certain types of campaigns even need an offer in the first place? Over at Marketo, Jon Miller wrote a fascinating post recently on “ The 4-1-1 Rule for Lead Nurturing ” in which he posits (and here I’m paraphrasing) that lead nurturing campaigns don’t always need to feature the latest white paper, Webinar, or video, and that these kinds of offers or promotions are best interspersed with what Jon refers to as “educational or entertaining content.”.

5 Email Reactivation Campaigns That Win Subscribers Back

Modern B2B Marketing

In the meantime, I’ll share five powerful reactivation campaigns for inspiration: 1. Marketo: Moving On is Hard. We tell our subscribers how it’s breaking our hearts that they haven’t engaged with Marketo emails in over a year. Author: Mike Madden “She loves me… she loves me not… she loves me! SHE REALLY LOVES MEEEEEEEEEE!!!”. We’ve all been there.

Top 10 Demand Generation Resolutions for 2014

The Point

Improve campaign measurement. Measuring opens and clicks may tell you something about email performance, but it says nothing about the impact that email campaign had on qualified leads, or opportunities, or revenue. Sure, when you’re pumping out campaigns every week, sometimes even a subject line test seems like a bridge too far, but it’s worth the effort. Test more.

You’ve Set Up Marketo And Salesforce -- Now What? Why You Still Need Attribution

bizible

But even if you’ve set up a great marketing automation platform like Marketo and a solid CRM system like Salesforce, there’s still work to be done. While it’s a step in the right direction, “it doesn’t then connect the dots back into Marketo or Salesforce.com for that true 360-[degree] view of the customer.”. Marketo) and the CRM (e.g. What content did they view or download?

B2B Marketing Trends for 2016

inbound lead generation with more targeted, proactive campaigns. But marketers will have to do a better job of setting measurable business-oriented goals up front, then running campaigns and measuring results against those goals. activities, such as campaign effectiveness. For example, no longer will marketers schedule an email campaign. B2B Marketing. know which half."

Measuring the True Impact of Marketing Campaigns: A Conversation with Bonnie Crater

The Point

In 2011, she became President and CEO of Full Circle CRM , a company dedicated to helping VPs of Marketing use Salesforce.com to get accurate and useful performance data about marketing campaigns. HS: How are you different from marketing automation vendors like Eloqua or Marketo at addressing this issue? HS: Where did the idea for Full Circle CRM’s product come from?

Engagement is Everywhere: Marketo’s Spring 2015 Product Release

Modern B2B Marketing

For the first time, we are making it possible for marketers to engage their customers on any channel–-email, web, social media, digital advertising, and more—all from Marketo. They have created a strategy and then built campaigns spread across all the various channels in an effort to reach their customers and prospects on Facebook, Twitter, digital advertising , mobile, email , and more.

4 B2B Marketing Tips for Running Successful PPC Campaigns

Modern B2B Marketing

Author: Divya Dutt When I joined Marketo three years ago, I had previous experience running paid search campaigns at a B2C company. However, I quickly realized that pay-per-click (PPC) campaigns for typical B2B products are very different from those for B2C. In this blog, I’ll share these insights with you so you can ramp up your PPC campaigns. Comment them below!

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

The Point

Faulty inactivity campaigns. Companies routinely use “inactivity” campaigns to subtract points if, for example, a prospect takes no action for 3 months. Multiple campaigns assigning lead scores. Lead scoring has quickly become an integral part of a demand generation marketer’s arsenal. No separate scores for behavioral and demographic values. Score inflation.

Marketo Data Tells Us: Which Type of Emails Have the Highest Conversion Rates?

Modern B2B Marketing

Our last email campaign had a 5% click rate! You go back to your desk and begin to fumble around random marketing websites containing “best practice” campaign performance stats. Introducing Marketo Institute. Marketo Institute was started in 2014 by Marketo Co-founder Jon Miller. That’s why it’s called “drip campaign”—not “firehose campaign”.

5 Reasons to Gate Lead Nurturing Content

The Point

A client asks: “I notice that you’re recommending we gate our offer content behind landing pages as part of the lead nurturing campaign. Progressive profiling is an ideal method for capturing both additional demographic data (company size, industry) to drive campaign segmentation, and behavioral data that can help identify hot leads. Here’s why: 1. A click is not a response.

Top 10 Marketing Automation Mistakes

The Point

Frequently, this is due to a backlog of campaigns and other tactical needs – as soon as the platform is deployed, the company moves immediately into “campaign mode” to address that backlog, and never has the time thereafter to hit “pause” and address the big picture. For example, Marketo users might see links that reference something that looks like: mkto-af53353.com.)

In Defense of Unsolicited Email

The Point

Over at marketing automation firm Marketo , CEO Phil Fernandez just wrote a full-throated rant against the evils of unsolicited email and purchased email lists used indiscriminately: “How does anyone think that these are sensible emails to send to the CEO of a fast-growing public company? Full disclaimer: my firm, Spear Marketing Group , is a leading Marketo partner.).

Email 74

5 Tips For Supercharging Your Marketo Campaigns

Sales Intelligence View

Lead management isn’t for the faint of heart, but with these five pieces of advice, you’ll be well on your way to running successful marketing programs with Marketo. Marketing Marketing Intelligence Tips and Tricks Webinars Marketing Data Marketing Databases marketo

MobileIron Harnesses End-User Demand to Drive Mobile IT Sales Leads

The Point

They turned to their demand generation agency , Spear Marketing Group , for ideas and asked Spear to develop a pilot campaign that would test the efficacy of marketing MobileIron’s solution to the end user audience. Here’s how the campaign worked: 1. Typically an ad campaign succeeds when it generates a single response.

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

The Point

Sungard AS runs a highly successful demand generation program, an integrated mix of both online and offline campaigns, to generate a consistent flow of leads to the company’s sales force. Design, build and launch a nurture campaign targeted to “Mid Stage” leads. All campaigns were built and launched in Marketo, a leading marketing automation platform.

10 Tips for Driving Lead Nurturing Success (Infographic)

The Point

B2B Marketing Campaign Strategy Infographics Lead Management Lead Nurturing Marketing Automation lead nurturing best practices lead nurturing strategy lead nurturing tips Marketo agency Marketo best practices Marketo partner Here are some tips for driving lead nurturing success. Click on the image below to view full size.).

Marketo Data Tells Us: Which Industry Has the Best Email Performance?

Modern B2B Marketing

While your email campaigns may be hitting all of your marks, you may want to set your goals higher for 2016 based on how other companies in your space are doing. In case you’ve forgotten the three types of email campaigns , here’s a recap from the original blog post: Batch Emails : Also known as “batch and blast”. They excel in every type of email campaign. What We Learned.

New Marketing Automation Buyer’s Guide Offers Valuable Advice

The Point

Marketo announced an open ecosystem platform strategy. • Again, this has less to do with managing the software per se, and much more to do with developing the campaigns, programs, strategies, and content that are the fuel for a successful deployment. Marketo has done a couple of acquisitions. We have many clients who use Marketo and Hubspot side-by-side, for example.

Marketo Data Tells Us: Marketing Stats That Will Blow Your Mind

Modern B2B Marketing

Author: Johnny Cheng In my role at Marketo over the past few months, I’ve had the pleasure of paging through mounds of enticing Marketo data. I have seen some absolutely outstanding stats from some of Marketo’s top customers—stats covering everything from email sends to opportunities sourced. These stats show us how far marketers can take their marketing programs and campaigns.

Marketo Inspires, Do You Do The Same? Marketo Roadshow 2015

SnapApp

The Marketo Roadshow is rolling into town on Thursday, July 30th and we’re happy to be there as Silver Sponsors. Campaigns large and small take time: content creation, creative, and execution. Focus on a few high-quality campaigns. It’s better to deliver a smaller number of more robust and interesting campaigns than to have a lot of campaigns that don’t quite deliver value.

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. A complete marketing automation solution, like Marketo, scores and prioritizes your leads based on who they are and how they behave, then continuously delivers the best leads to each sales rep. Pipeline and Revenue Can be Attributed to Marketing Campaigns.

How to Bring Your Marketo Organization into a Multi-Touch Attribution World

bizible

Who is going tag links with utm parameters, who sets up the email campaign, who is launching the campaign on social? There’s nothing worse than doing the work to set up an awesome campaign, then forgetting to launch. Although multi-touch attribution continues to gain steam in the marketing world, it remains a foreign topic to many. Strategy. The same goes for goals. Process.

Marketo and Facebook—Delivering The Right Message at The Right Time

Modern B2B Marketing

But today, Marketo and Facebook have started to make this goal a reality for social advertising channels. With two integrations that connect our Engagement Marketing Platform to Facebook Custom Audiences, marketers can now bring personalized engagement to their Facebook campaigns and incorporate their social advertising into an ongoing conversation with their customers across all channels.

Marketo Data Tells Us: What’s the Truth Behind the Two Biggest Email Volume Myths?

Modern B2B Marketing

This could be a result of companies with larger databases having more well-known brand names so they are more careful with their email campaigns. If you have the resources, segment your email campaigns based on the audience persona (industry, demographic, geography, etc.) Marketo Data Tells Us: What’s the Truth Behind the Two Biggest Email Volume Myths? Email Myth #1.

Cracking the Code for ROI: Linking the Marketo and Google Worlds Together

Modern B2B Marketing

We have integrated Marketo’s Engagement Marketing Platform with Google AdWords. Armed with this information, marketers can now create more intelligent AdWords campaigns by focusing their bidding on the keywords that generate the most revenue—regardless of whether the purchase was made on or offline. Marketo’s Engagement Marketing Platform is now connected to Google Analytics.

How to Properly Diagnose a Failed Email Campaign

Content Standard

As Mark Twain said after his latest marketing promotion, “The reports of the death of the email campaign are greatly exaggerated.” Check out these root causes of failed email campaigns so you can turn things around, stat. You won’t know how well your email campaign performed without digging into the data. Let’s find out. Expired Lists. You can do better.

6 Holiday Campaigns That Drive the Customer Journey

Modern B2B Marketing

Throughout this season, you’ve probably seen, heard, and experienced thousands of holiday campaigns and messages designed to influence specific actions (whether you realized it or not). Let’s take a look at six holiday campaigns that drive the customer journey and what you can learn from them: 1. For the holidays, tie your content and campaigns into the same theme.

Platform Updates: New Salesforce Reporting Package, Nested Subqueries in Profile Management, Raw Marketo Signals, Short Fields for Profiles, and More

Infer

Campaign Performance Reports. Campaign Performance Report. This feature brings enhancements to all profile types by joining those profiles with the Task and Campaign tables from Salesforce directly into the Profile Builder. Raw Marketo Signals. Reports in this package include. Opportunity Velocity Reports. Account to Closed Won Reports. Account to Closed Won Report.