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Marketo Conference: Small Changes, Big Picture

Customer Experience Matrix

Marketo wrapped up its three day Marketing Nation conference yesterday, having once more displayed its own marketing prowess by attracting national media attention (see here and here ) with an appearance by Hillary Clinton. But it''s Acxiom, not Marketo, doing the hard part of matching advertising audiences with identified individuals. My main reaction was, what’s new? Fair enough.

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

The Interwebs have delivered an unusually rich trove of data about the marketing automation industry in the past few weeks. Strong Growth Continues As I reported last week , I expect industry revenue to grow 60% in 2014, accelerating from the already-impressive 50% per year we saw in 2012 and 2013. Lots of Choices There are plenty of vendors beyond the handful of industry leaders.

Acquisitions Reshape the Marketing Automation Industry: Growth at the Bottom, Room in the Middle, Fog at the Top

Customer Experience Matrix

This is our flagship report on the industry, with nearly 200 data points on 23 vendors and separate ratings for micro-business, small to mid-size companies, and enterprise marketing departments. personally suggest that anyone interested in the industry buy a copy for themselves and another for someone they love. See www.raabguide.com/vest for details.

Vidyard Gains Momentum Among Marketo Users

Vidyard

More than 100 customers now using Vidyard’s integration into Marketo to track video engagement data and turn viewers into customers. KITCHENER, Ontario – December 2, 2015 –  Vidyard, the leading video marketing and analytics platform, today announced it has surpassed the milestone of 100 businesses using Vidyard’s integration into the Marketo engagement marketing platform. Vidyard is a highly engaged LaunchPoint partner, and we’re thrilled to see so many Marketo customers utilizing their solutions.”. About Marketo. Gainsight. Insight. ” Taulia. About Vidyard.

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.).

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Mega-List of Features in Marketing Automation (That You Won’t Find in CRM)

Modern B2B Marketing

by Jon Miller A common question I hear from marketers is “I already have a CRM system (e.g. salesforce.com, Microsoft Dynamics CRM), so why do I need marketing automation ”? Many CRM systems have a module for marketing. Architecture of Marketing Automation versus CRM. Features and Capabilities of Marketing Automation versus CRM. Common features of a CRM system.

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CRM Series: How Much CRM Experience Do You Need to Be Successful with Marketing Automation?

Modern B2B Marketing

Michael has successfully delivered over 200 marketing automation and CRM implementations across the globe. How much do we need to know about our CRM system to be good at this marketing automation stuff?” I seem to get a variation of this question at the beginning of nearly every implementation.  Most marketers have never had to know much about their CRM.  Lead Source.

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Oracle Buys Eloqua: Winners and Losers for B2B Marketing Automation

Customer Experience Matrix

It suggests that neither Oracle nor Eloqua management felt the company was substantially undervalued. The deal makes obvious sense, in that it gives Oracle a much stronger position in the fast-growing B2B marketing automation industry*. The company had already been pulling away from that market and now will almost surely give it even less attention. But at least it’s possible.

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Raab Report: Neolane, Aprimo, and Eloqua Rate Highest for Large Company B2B Marketing Automation

Customer Experience Matrix

Today let's take a look at the same diagram for large businesses, which we define as companies with $500 million revenue or more. These companies have large marketing departments that may manage hundreds of campaigns for different products in different locations. This is 5% of industry installations and 25% of industry revenue.

Data Touches Everything at the Marketo User Summit #MKTGNATION14

ANNUITAS

I’m almost done with the first day here at the Marketo Marketing Nation Summit, and I have noticed a trend, and it centers on data. The first session I attended was called Marketo & Salesforce: Helpful Audits, Alerts, & Workflow for Rapidly Growing Companies and featured our newest team member Jenny Robertson sharing her experiences from  Navicure , building out both Marketo and SFDC workflows and rules to help solve some very common data quality issues. It comes back to data, however — the elephant in the room for personalization. Netflix?

Vidyard Named Finalist for 2016 Marketo Revvie Awards

Vidyard

Vidyard recognized in the “Partner of the Year, LaunchPoint Technology” category for the success and impact of its video platform with joint Marketo customers. KITCHENER – April 19, 2016 – Vidyard, the video intelligence platform for business, today announced it is a finalist in the “ Partner of the Year, LaunchPoint Technology ” category in the 2016 Marketo Revvie Awards. In 2015, Vidyard surpassed the milestone of more than 100 Marketo customers using its platform to boost marketing and sales performance. About Marketo Revvie Awards. Learn more about it here.

Do You Need Marketing Automation to Do Lead Nurturing? Sort Of.

The Point

Can a regularly scheduled calendar of batch campaigns serve to maintain brand awareness and keep your company top of mind? Reflect campaign information (sent, opened, clicked) automatically within your CRM system, giving sales reps more information about prospect behavior. Do I need it in order to do lead nurturing?”. It’s just not a particularly sophisticated way of going about it.

HubSpot Files for IPO: Solid Financials for a Young Company

Customer Experience Matrix

Since the company has been admirably transparent all along about its finances, there were no big surprises: they lose considerable money, as expected, but their expenses seem about in line. high absolute revenue level (well on track to exceed $100 million for the year, about 20% higher than Eloqua and 60% higher than Marketo at the time of S-1). million for all of 2013 and by $0.9

SalesPredict Offers Highly Automated, Highly Flexible Predictive Modeling

Customer Experience Matrix

This is possible primarily because the painstaking work of preparing data for analysis – which is where model builders spend most of their time – is avoided by connecting to a few standard sources, currently Salesforce.com and Marketo with HubSpot soon to follow. Results appear as lists in a CRM interface or as scores on a marketing databaset. The final differentiator is flexibility.

Marketo Buys Crowd Factory, Silverpop Buys CoreMotives, and Other News from Pardot, Neolane, Act-On and OfficeAutoPilot

Customer Experience Matrix

With its usual fanfare, Marketo today announced the acquisition of social marketing campaign company Crowd Factory. Crowd Factory is a certified cool product, which is probably reason enough for Marketo to buy them. Marketo is primarily focused on business marketing, and in particular lead generation, nurturing and analytics. Indeed, Marketo already had a reasonable set of B2B social marketing features. Here’s the chart I built last December in a post comparing social marketing features across the industry. Pardot added features for search marketing.

Marketo TV Discusses Social Selling with InsideView

Sales Intelligence View

During Dreamforce, Marketo the revenue performance management company hosted a “Marketo TV&# session where they met with dozens of people to discuss marketing automation, social media and Salesforce. This is the video featuring InsideView discussing the growing need for social media adoption in sales groups as well as high level thoughts on where the industry [.]. Sales Data Sales Intelligence Social Selling Technology B2B b2b sales CRM crm 2.0 Sales 2.0 customer 2.0 Enterprise 2.0

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Marketo’s Greatest Hits of 2012 – A B2B Marketing Retrospective

Modern B2B Marketing

As the year comes to a close and the threat of the Mayan Apocalypse safely behind us, I thought it would be interesting to collect Marketo’s most popular blog posts from the past year and revisit them as a Greatest Hits collection. Instead I present to you the most popular Marketo blog posts from 2011 based on views and shares. Let’s put on side one. 1. Hell Yes! completely disagree.

Microsoft Buys Marketing Automation Vendor MarketingPilot: Start of Something Big?

Customer Experience Matrix

Microsoft today announced the acquisition of marketing management system vendor MarketingPilot , which will become part of its Dynamics CRM group. MarketingPilot is best described as integrated marketing management for mid-tier companies. Even a good B2B platform might not. I’m not saying that a B2C platform could extend all the way to running CRM.

The Doctor Will See You Now: Lessons For Marketers From The Healthcare Technology Industry

Modern B2B Marketing

Why is marketing often somnolent in a giant industry that accounts for nearly 20% of our GDP? The fact that most marketing automation software integrates with your CRM makes it easy for BDRs to be alerted to leads that have warmed and display “cookied activity” prior to conversion, for a fuller understanding of the lead. Physicians famously have no time.  Physicians do.

What Does B2B Social Media Success Look Like?

Webbiquity

It’s not that B2B companies aren’t finding success in social media marketing, but more (in my experience at least) that they are less willing to publicly reveal their strategies for competitive reasons. Recently, that’s begun to change a bit as blogs like TopRank and Marketo have highlighted b2b social media success stories. Views of company videos. Results.

Marketo Sales Insight Expands Salesforce Access to Marketing Data

Customer Experience Matrix

Summary: Marketo's new Sales Insight ranks prospects for sales people, based on recent Web and email activities. It lets Marketo sell seats to sales departments, which could be more lucrative than selling its core demand generation system. Marketo today officially launched “Sales Insight”, an application that makes prospect activity history directly available to sales people from within Salesforce.com. I had a personal demonstration last week (are you impressed?), but there’s an online demo that seems to cover pretty much the whole product.

Infer Named a 2016 CRM Market Rising Star

Infer

Infer is honored to be named a 2016 CRM Market Rising Star! The Market Awards aim to recognize leaders in the CRM industry, and are selected based on a composite score that includes revenue, company growth, market share, customer wins, reputation for customer satisfaction, depth of product functionality, and company direction.

Marketing Automation, Set It and Forget It

Puzzle Marketer

Whether you’re a B2B or B2C company, it’s advantageous to manage your customers and prospects in one of the many customer relationship management (CRM) systems. If you’re like many companies, you employ a marketing individual or team to collect your contacts information and execute campaigns in somewhat of a batch and blast situation. You may even be sophisticated enough to break down your list by sales group, product, region, or industry. That process is generally called “lead nurturing,” which is a popular buzzword in the industry.

Segmentation, Social Media Drive Lead Nurturing Success for iDirect

The Point

Using satellite technology for internet connectivity has particular appeal for companies with operations in remote, hard-to-reach locations, so it’s no surprise that iDirect’s market is heavily segmented, focused on key sectors such as oil & gas, maritime, and federal/military. All this presents real challenges for both demand generation and lead management.

ReachForce Acquires SetLogik and Launches the ReachForce Connected Marketing Data Hub

B2B Lead Blog

AUSTIN, Texas – April 3, 2013 – ReachForce, a leader in B2B data solutions for marketers, announced it has acquired SetLogik, an innovator of cloud-based data and analytics solutions, to form the industry’s first Connected Marketing Data Hub. “As a SaaS company ourselves, we recognize the value of the model in bringing offerings quickly and easily to companies.

The CMO Six-Pack: How to Pump Up Your Pipeline

Modern B2B Marketing

Recommended Solution: Marketo. 2. Ask yourself: “Is my customer’s business better after working with my company and using my product?” Econsultancy reports that only 26% of companies have a well-developed strategy in place for improving the customer experience. Product and Industry Optimizing the sales funnel. Gaining greater insight into our audience. Did You Know?

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Why Put Another $25 Million Into Marketo?

Customer Experience Matrix

So.our friends at Marketo announced today that they've received another $25 million in venture funding. Marketo's strategy has been clear from the start: spend heavily to establish a strong position despite a relatively late start in the market. Obviously Marketo has a plan in mind and has convinced some pretty savvy investors that it makes sense. Certainly Marketo could be acquired by one of those companies but I don't think the price would be high enough to make the VCs happy. Where does this all lead, both for Marketo and its competitors? lost track."

Mariana Uses Artificial Intelligence to Build Personas and Find Target Audiences

Customer Experience Matrix

Both products start by uploading a training set of target accounts or closed and won opportunities and contacts from CRM. The system then does its magic to look up the companies and individuals in that set, find data about them, and built personas based on common clusters of attributes. These are cleaned, enhanced with company and individual data, and assigned personas.

Optify Lets Agencies Provide Small Business with Marketing Automation, Distributed Marketing, and Sales Enablement

Customer Experience Matrix

Placing them in the larger industry perspective gives me a chance to at least drop all their names and makes it easier to decide which to profile next. I’ll use the extremely scientific approach of selecting Optify, since it appears in all four categories. CRM integration is currently limited to sending data to Salesforce.com. That''s theme number three.

Are You Part of the Predictive Lead Gen Generation?

IKO-Systems

All modern methods necessitate an extensive quantity of research for targeted leads, as well as CRM and marketing automation software to manage and track prospects and clients. Instead of scattershot tactics, companies integrating predictive solutions take pin-point focus upon select and profitable leads in a prioritized and organized way unlike any before.  . Making a Change. link].

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3 Tips for Achieving Alignment Between Marketing and Sales in the Field

Modern B2B Marketing

They get your company’s message outside the office walls and directly where it matters: in front of potential customers and industry heavy-weights. Here at Marketo, field team members are mapped directly to regional and industry-focused teams and meet with them at a regular cadence, typically weekly. Meet regularly with field team members. Sales Marketing Alignment b2b

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A New Democracy for the Modern Marketer

Sales Intelligence View

The modern marketing engineers at Marketo have set out to revolutionize the way companies interact with their customers – primarily through email marketing campaigns. The days of stale marketing campaigns that closely resemble spam are over for those of us that use Marketo. Until recently, each company had to figure all this out on their own. Resources: Marketo: [link].

Marketing Automation Catching On Fire

The Effective Marketer

With time, a shake out is likely (in fact, the recent acquisition of Unica and Aprimo may point to consolidation ) and the evolution of solutions will ensure marketing automation has a place in most marketing organizations, much like CRM is now standard for sales departments. Marketing Automation Timeline So let’s take a look at the marketing automation companies in play today (mostly US based in this case) and when they were founded. This nascent industry still has lots of growth to do. It is certainly a great time to be in this industry. What do you think ?

The 2014 Digital Marketing Ecosystem

Puzzle Marketer

Take this common example, a company exec or CMO attends an industry event and buys in to the latest marketing craze. If it’s any type of intelligent or dynamic campaign, a CRM such as SalesForce, Oracle, Zoho, Sugar, or a dozen others are needed. How does the CRM connect to the company’s sales data? Does it post to into the CRM “out of the box?”.

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