The Point

JULY 13, 2012

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? Take lead nurturing : is it strictly essential that every lead nurturing touch include a specific, gated, call to action?

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Campaigns 100

The Point

FEBRUARY 27, 2018

If you use a marketing automation platform such as Marketo , that software will track anonymous visitors to your Website by capturing their IP address and other information by means of a browser cookie. We recommend all marketers consult with legal counsel on how best to fully comply with GDPR. Let Visitors Opt-Out of Cookie Tracking.

Privacy Policies 231

Privacy Policies Marketing Automation Services B2B Marketing Marketing Management 231

The Point

FEBRUARY 11, 2013

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?

Marketing Automation Services 100

Marketing Automation Services Salesforce.com Campaigns Budget Programs 100

The Point

SEPTEMBER 17, 2014

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. Spear is a Marketo agency partner.) “A Re-posted with permission.

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

FEBRUARY 18, 2020

In the last decade, three of the top four B2B solutions: Eloqua, Marketo, and Pardot, have all been acquired by larger companies. The software freed up a backlog of campaigns waiting to be executed. The major software players in the marketing automation space have also seen a lot of changes in the last 5 years. Pipeline acceleration?

Marketing Automation Services 147

Marketing Automation Services Marketing Management Marketing Automation Automation 147

The Point

MARCH 18, 2014

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? Fernandez as an example – will never respond.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100

The Point

MAY 14, 2013

In follow-up to the recent 2013 Marketo Summit , the marketing team at ReachForce , a leading provider of B2B data services, sent a message to attendees (including this blogger) crowing about the success of their traffic builder campaign , an email that generated a 42.8% Marketo Summit – Free Beer, Gold for Everyone!”.

Demand Generation Agencies 100

Demand Generation Agencies Reachforce Advertising Agencies Marketo 100

The Point

FEBRUARY 11, 2014

Paul Albright boasts a 30-year track record of success in Silicon Valley, including executive roles at companies such as Marketo, SuccessFactors, NetApp, and Informatica. What content do you have and what’s the best content to leverage for each inbound marketing campaign? How does your content compare to your competition?

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Scoring 100

The Point

APRIL 1, 2014

2) Turf – Inside Sales fears that inserting marketing campaigns into the lead follow-up process will either a) diminish the value of their department or b) assign credit for SQLs elsewhere. The campaign is initiated when a contact is “added” to the campaign via a simple command within the client’s CRM, Salesforce.com.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

DECEMBER 16, 2013

Sirius Decisions wrote an insightful article last week about the acquisition by Marketo of Insightera (a Web personalization platform), and included was the following projection: “By 2015, we expect to see 71 percent of b-to-b organizations’ new inquiries coming via the corporate Web site.”. Fair enough. Virtually none.

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

AUGUST 1, 2013

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. Scoring on both demographic and behavioral attributes allows you to provide more meaningful and relevant data to sales.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 100

The Point

OCTOBER 30, 2013

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.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Landing Pages 100

The Point

AUGUST 8, 2013

B2B Marketing Campaign Measurement Demand Generation Lead Management Lead Nurturing Marketing Automation lead scoring lead scoring best practices lead scoring mistakes lead scoring schema lead scoring tips Marketo best practices marketo consultants Marketo lead scoring Marketo partner'

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Marketo 100

The Point

DECEMBER 11, 2018

In the giddy, early days when solutions like Marketo first arrived on the scene, the reigning view was that the technology was all a company needed to solve their lead management and email marketing woes. Not only is ABM success not measured by clicks, conversions, and leads, but the KPIs may vary according to campaign stage.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

SEPTEMBER 30, 2013

Without marketing automation, nurturing is relegated to only the most simple “batch & blast” campaigns – that is, one-time batch broadcasts to a fixed list. Can a regularly scheduled calendar of batch campaigns serve to maintain brand awareness and keep your company top of mind? And therein lies the difference. Comments welcome.

Lead Nurturing 100

Lead Nurturing Demand Generation Agencies Marketing Automation Services Sales Qualified Leads 100

The Point

MARCH 25, 2016

If your Webinar campaign is getting lost in the crowd, take a look at these 9 proven tips and techniques for increasing registration and attendance at online events. Marketo, Pardot) with your Webinar platform (e.g. Consider a 4-week paid search (SEM) campaign leading up to the date of the Webinar. Citrix, Webex.)

Webinar Metrics 100

Webinar Metrics SEM Marketo Marketing Automation Services 100

The Point

FEBRUARY 8, 2012

What it does mean, I would argue, is that no matter the inevitable pressure to start generating campaigns (to quickly prove the system’s worth, presumably), marketing automation is most effective when it’s preceded by a strategy and plan that reflects clear, defined business goals and metrics for success. No, not necessarily.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Process 100

The Point

APRIL 8, 2015

Some of the key findings in the report include: • 77% of respondents indicate they measure pipeline contribution from specific campaigns ( tweet this ). 85% of those surveyed said they currently segment email campaigns based on persona ( tweet this ). •

Lead Scoring 100

Lead Scoring Lead Ranking Marketing Automation Services Marketing Automation 100

The Point

SEPTEMBER 29, 2011

The subject of hot vs. cold leads was a prime topic at a Marketo roadshow event I attended earlier this month, when Paul Albright , the company’s Chief Revenue Officer, gave a compelling presentation on marketing metrics and some of the factors behind his company’s rapid success. Why is Marketo’s percentage so much higher than the average?

Sales Qualified Leads 100

Sales Qualified Leads Lead Scoring Lead Ranking Leads 100

The Point

JUNE 20, 2012

The success of an email campaign depends on a number of variables, chief amongst them the quality of your list and the attractiveness of the offer. The growing adoption of marketing automation systems is empowering B2B marketers to develop, produce, and execute email campaigns more efficiently, and more effectively, than ever before.

Template 100

Template Tips Landing Pages Marketo 100

The Point

FEBRUARY 14, 2012

A client asks: “If we’re planning on using a particular white paper as part of a lead generation campaign, or even for lead nurturing , is it a good idea to remove that same content asset from our main Website? I’m concerned about people bypassing the campaign and just downloading the paper from our site.”.

Landing Pages 100

Landing Pages Marketing Websites Campaigns Lead Nurturing 100

The Point

MARCH 18, 2011

Late last year at the Dreamforce conference in San Francisco I was fortunate enough to chat with Maria Pergolino , Marketing Director at Marketo (and renowned all-around Content Marketing Queen.) a common mistake to avoid in designing lead nurturing campaigns. • a common mistake to avoid in designing lead nurturing campaigns. •

Lead Nurturing 100

Lead Nurturing Conversion Marketo Demand Generation 100

The Point

SEPTEMBER 6, 2011

First, the company invested in Marketo , a leading marketing automation platform that integrated well with the company’s CRM system, Salesforce.com. After interviewing a number of firms, they hired Spear Marketing Group , a Marketo solutions partner and a full-service agency known for its work in both demand generation and lead management.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

FEBRUARY 13, 2013

So often, new MA customers have a pent-up demand for campaigns, so they immediately launch into a series of “one-off” programs and never take the time to ask the question: what is it exactly that we want marketing automation to do for us? My advice: don’t just be a “campaign factory.”

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

NOVEMBER 27, 2018

In addition, the platform integrates with leading marketing automation platforms, such as Eloqua, HubSpot, Marketo, and Pardot. Beyond the ability to optimize social media strategy, this allows marketers to confidently demonstrate the value of any given social activity on the company’s bottom line.

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

JULY 21, 2016

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. Launching lead scoring too soon. Not testing enough.

Marketing Automation Services 80

Marketing Automation Services Marketing Automation Sales Management Automation 80

The Point

JANUARY 13, 2015

Since email continues to be a dominant channel for most B2B marketers, let me suggest that a good candidate for #1 on your “to do” list for 2015 is to improve the way you measure email campaigns. News Flash: opens and clicks do not measure the success of an email campaign. Nothing else really matters.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads ROI Sales Qualified Leads 100

The Point

FEBRUARY 27, 2012

visits career page, located outside of North America, no response to any campaign in 3 months). The method of assigning and subtracting scores described above is based largely on our work with clients using the Marketo platform , but the same overall approach could be adapted to work with virtually any other marketing automation system.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 100

The Point

NOVEMBER 16, 2011

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.

Social Media 100

Social Media Demand Generation Agencies Media Leads 100

The Point

APRIL 30, 2012

Because the page is hosted in Marketo , a leading marketing automation platform, the person’s email address, first name, last name, title, and country are all pre-populated, making it easy for the individual to update or correct outdated profile information.

Marketing Management 100

Marketing Management Marketing Automation Services Data Hygiene Ideal Customer Profiles 100

The Point

NOVEMBER 5, 2009

Companies like Eloqua and Marketo have 1-click integration into CRM systems that make it easy to synchronize marketing and sales processes and lead data. Now that process can be tracked from the beginning including the campaign strategy and prospect profile. Today, lead management in the CRM system starts when sales get the lead.

Salesforce.com 100

Salesforce.com Eloqua Work Management Marketing Management 100

The Point

DECEMBER 6, 2010

26 Must-Have Negative Keywords for B2B PPC Campaigns. Eloqua’s “Juan Eloqua” Campaign: Email Creative at Its Best. 21 Tips & Other Impressions from the Marketo User Summit. Comments after the fold. 7 Mistakes To Avoid In Your Next Webinar Invitation. Salesforce.com Webinar Invitation Gets It Right.

Lead Gen 100

Lead Gen Webinar Metrics Salesforce.com Eloqua 100

The Point

MAY 14, 2012

The keys to marketing automation ROI lie not in features but in strategy, collaboration, metrics, and the development of more sophisticated, multi-touch, triggered campaigns. Unfortunately, that pressure can steer marketers into a premature focus on mere process efficiencies and basic, tactical campaigns. cross-sell and up-sell).

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Report Automation 100

The Point

MAY 11, 2015

Creative is the “secret sauce” that sets one campaign, one white paper, one ebook, one Webinar apart from another. But it’s the creative we deliver – a catchy subject line, compelling visual, attention-grabbing headline, copy that drives action at every step – that more often makes the difference in driving campaign performance.

Creativity 100

Creativity Demand Generation Agencies B2B Marketing B2B 100

The Point

AUGUST 6, 2012

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. Infographics?

Marketo 100

Marketo Social Marketing Peer-to-peer Demand Generation Agencies 100

The Point

MAY 8, 2012

However, as a rule, copy length depends primarily on two factors: the type of campaign, and the type of offer. The degree to which you still need to “sell” the offer at hand once your reader is at the landing page is influenced in large part by the amount of information he or she received on the front end of the campaign.

Landing Pages 100

Landing Pages Microsite Terms and Conditions Paper 100

The Point

JANUARY 25, 2012

Where do most paid search (PPC) campaigns succeed or fail? Though it’s typical for marketers to invest more time and legwork in the mechanics of search (keywords, bid strategy, campaign structure), I’d argue that the majority of PPC campaigns are won or lost at the close: the landing page. The more detail, the better.

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100