Why Are Marketing Automation Managers So Hard to Find?
OCTOBER 16, 2009
In addition to a marketing automation systems, these are usually CRM systems, content management systems, pay-per-click systems and reporting applications. Even though some vendors have been around for almost 10 years, Marketing Automation is still relatively new. According to Forrester, only 2-5% of B2B firms have invested in full-featured Marketing Automation. But that percentage is rapidly growing. Increasingly, B2B companies realize that Marketing Automation software requires skilled operators. New technology requires people with a new set of skills, nothing new about that.
7 Reasons Why Marketing Automation Projects Fail
AUGUST 24, 2009
No Interesting Content. For each persona you need to have relevant content: whitepapers, blog posts, case studies, webinars, and so on. Even more: the content should match the phase in the buying process, from awareness to validation. Tags: Demand Generation content marketing failure lead nurturing lead scoring marketing automation project failure Not Enough Leads.
25 Great B2B Content Marketing Articles
AUGUST 11, 2010
While doing research for my upcoming webinar on creating content that converts , I found many great articles on B2B Content Marketing. For example, the complex sale is usually unique to B2B selling, and that’s when you would map content to stages in the buying cycle. Joe Pulizzi, What is Content Marketing? Michele Linn, A 7-Step Plan for Getting Started with Content Marketing. Doug Kessler, The B2B Content Marketing Workbook. Ardath Albee, 23 Reasons Why Content Marketing Fails. Content Planning. Michele Linn, Is Less Content Better?
Will Marketing Automation Be Free?
AUGUST 10, 2010
Please leave a comment with your prediction… Webinar: The Secret To Creating Lead Nurturing Content That Converts. With the right content strategy, leads will move through the buying process more quickly and you’ll boost your conversion rates. Today Genius.com announced a free version of their Marketing Automation system. Only about a month ago, Loopfuse also started offering a free version of their Marketing Automation system. What does this mean for companies interested in adopting Marketing Automation? How Much Is Free? Genius.com. Users. unlimited. 5. 5,000. 2,500.
Drip Campaigns: Tips From Marketing Automation Monday
NOVEMBER 16, 2010
Often, the content of the email is kept short. Almost 30 people showed up for the first two Marketing Automation Monday meetups in San Francisco and Palo Alto. The topics for these meetings was drip campaigns and lead nurturing. Lots of good ideas and best practices were exchanged, and I wanted to give you a quick summary in this blog post. Database Segmentation. Segmentation came up several times. You need to tailor your drip campaigns to different audiences. Often, this is based on product, company size, industry or sales channel (direct, partner, affiliate). Paid search: 60 days.
Marketing Automation Trends for 2010
JANUARY 12, 2010
Creation of buyer-centric content. Genius.com’s Barbra Gago ( @barbragago ) recently published a great slideshare to help marketers learn how to create great content. One particular area I think is ripe for greater attention is really dealing with the need for more precisely targeted content. Many marketers find the volume of content they need to create is a stumbling block for better marketing automation; at the same time, they also lack ways to determine which content should be sent to particular people in particular circumstances. predictions. and Web 3.0
Is Content Marketing the New PR?
OCTOBER 20, 2009
Today my article on Content Marketing was published on the Genius.com blog, and I wondered whether I could visualize how Content Marketing is different from traditional public relations and advertising. You choose the mix of channels that they prefer (ebooks, webinars, video, blogs, podcasts, and so on) and create compelling content. The OLD Situation. The NEW Situation.
Process Turns Marketing Automation Into Revenue
OCTOBER 18, 2010
It mentions the importance of valuable content, the increasingly longer sales cycles and the “consumerized B2B sales processes. An example: they determine what their most important customer segments are, what content they need in the different phases of the buying process, and how leads will be routed throughout the organization. Process First. That was hard. Getting Started.
Evangelizing a Content Marketing Program
ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Content Marketing: Why 7 IV. Content Marketing: When 12 V. Content Marketing: How 17 VI.
JULY 12, 2010
But – just like any other SEO & Social Media tool – HubSpot will only deliver results if you put a fair amount of time into creating and promoting content: compelling content is what makes the HubSpot engine hum. You still have to create lots of compelling content, but HubSpot takes care of the rest. Marketing departments at mid-size companies. Small Businesses.
Finding Untapped Revenue in Your Marketing Database
AUGUST 25, 2010
Create Content That Your Audience Needs. Several of the leading marketing practitioners and consultants have written chapters on topics ranging from sales & marketing collaboration to conversion optimization and content marketing: Jill Konrath : Candid Letter from Sales to Marketing. Ardath Albee : Use Content Intelligence to Drive Pipeline Momentum. Have Conversations.
7 Steps to Finding Untapped Revenue in Your Marketing Database
JUNE 17, 2010
This video gives an overview of the content of the webinar: Register here: https://www2.gotomeeting.com/register/594743683. This Tuesday (June 22nd) I’m presenting a webinar on the 7 steps to finding untapped revenue in your marketing database. Do you have many leads in your database who have never been followed up on? If yes, you have a lot of untapped revenue in your database.
Social CRM, Inbound Marketing and Marketing Automation
MAY 5, 2010
But it’s a lot of work to monitor all online discussions and contribute if needed: marketing automation could play role in automating this. I won’t automate great content, but at least it can take care of the logistics. It plays out in a slightly different way for each of them. Social CRM. For now I’ll focus on the “sales” part of CRM (Sales Force Automation).
Lead Nurturing Checklist for Marketing Automation
APRIL 15, 2010
Which content is available for nurturing? Content. Every campaign needs content. After you do some digging, you’ll be surprised how much content your organization has access to: sometimes you can even point to 3rd party blog posts. The success of the campaign depends on your ability to send relevant content to leads. How do you to segment your audience?
Content Marketing Playbook: Strategy and Roadmap
ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Conclusion 31 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 In 2008, General Electric CMO Beth Comstock had just.
What Lead Nurturing Content to Send When?
AUGUST 24, 2010
On Thursday I’m presenting a webinar with Treehouse Interactive , called “Lead Nurturing 101″ One of the registrants sent me the following question: How much of this webinar will be about content, i.e. exactly what to say in each subsequent email in a series designed to move someone from prospect stage to buying stage? What Is Lead Nurturing Content? Lead Nurturing content contains information that prospects need to make a purchase decision. The content can be on the vendor’s website, it can be sent out via email, or sent out by sales people.
What is the ROI of Lead Management?
AUGUST 17, 2009
For each stage and role you need to have optimized content. Earlier this year I downloaded Silverpop’s lead management workbook , and I planned to write about it. Unfortunately, not enough time… Last week I received a copy of Marketo’s Lead Nurturing workbook. Similar books, but each with their unique approach and lots of smart advice. Heck, why not nurture customers too?
Impressive Marketo User Summit
OCTOBER 15, 2010
The PR Newswire session announced an integration that makes it much easier to distribute press releases, videos and other content right from Marketo. Additionally, it will make it possible to measure the results of your content marketing efforts more accurately. At this week’s Marketo Summit , I realized we’re right in the middle of B2B Marketing Event Season. MarketingSherpa’s B2B Marketing Summit was last week, Pardot’s user conference was 2 weeks ago, and the Eloqua Experience is coming up next week. Marketo University. Global Marketo Roll-Out.
Pardot User Conference Proves They’re a Top Marketing Automation Vendor
SEPTEMBER 30, 2010
The sessions were about lead management, lead nurturing, content marketing, social media and Pardot product sessions. The past two days I attended the Pardot User Conference , and also presented a session on Lead Nurturing. Over 100 Pardot customers from all over North America attended this event. And that’s impressive. Learnings From The Conference. The conference had a nice balance of sessions. The Pardot team also showed how they are using Pardot within their own organization. This gives a good indication of a prospect’s intent. Marketing Automation User Conferences.
Staffing and Launching Your Content Marketing Program
ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Staffing Your Content Team 24 VI. Pros, Cons, and Costs of the Top 10 Content Distribution.
MarketingSherpa B2B Marketing Summit
AUGUST 23, 2010
Content that Converts – Marko Muellner and Thom Schoeborn from Webtrends. San Francisco: October 4-5 / Boston: October 25-26. Just like last year, I will be a blogging partner for MarketingSherpa's B2B Marketing Summit. Again, they have created a great program for B2B Marketers, covering both lead generation and lead nurturing strategies. What is nice about this summit is that most speakers are marketing practitioners, not vendors. Also, MarketingSherpa team members like Brian Carroll and Sergio Balegno are known for their excellent presentations. That makes $995.
Webinar: Using Segmentation & Personas to Increase Conversion by 50-400%
JULY 23, 2010
Segmentation of your database and development of personas allow you to develop the right messages, content and offers. This will dramatically increase the effectiveness of your lead nurturing campaigns. This 30-minute webinar presents a step-by-step approach to segmenting your database and developing personas for your most important target groups. The following questions will be addressed: Do segmentation and personas really increase conversion? How many segments should I create? Do I segment my database by title, influence, industry, or something else? Which personas should I develop?
Webinar Recording: 7 Steps to Finding Untapped Revenue
JUNE 23, 2010
Table of Contents. 1. This is the recording of the webinar about the 7 Steps to Finding Untapped Revenue in Your Marketing Database , which took place on June 22nd, 2010. Please click the ‘play’ button to start. The total length is 28 minutes. To see the slides, please visit SlideShare. Introduction by Jep Castelein. 2. 1848 James Marshall Discovers Gold. 3. How Much REVENUE Are You Missing Out On? 4. NURTURE Leads to Assure More Revenue. 5. 50% of Leads are NOTReady to Make the Jump. 6. 23% BUY from a Competitor 6 Months after Initial Inquiry. 7. 10. # 3: Know them WELL.
Measuring Marketing ROI: Campaign Attribution and Campaign Influence
MARCH 24, 2010
In addition to determining the ROI for campaigns, additional ROI related questions are asked such as the ROI by channel (Webinar, SEM, Content Syndication, etc.) GUEST POST: this is a guest post by Saad Hameed ( @KaizenSaad ), an experienced marketing operations manager and founder of the Marketing Automation Association LinkedIn Group. The CEO/CFO of your organization may be asking you to measure Marketing Campaign ROI to determine marketing’s contribution to revenue. In B2B, a prospect doesn’t convert into a customer in a single interaction as is often the case with e-Commerce.
Content Methodology: A Best Practices Report
Content. Practices Report Copyright © 2016 Contently. Why a Content Methodology Is Needed III. Culture of Content: The Foundation. for Content Methodology IV. Components of a Content Methodology V. Create a Content Plan VI. Contents “ If you want to learn. content possible based. the content creation and. Competitive Content.
Genius Marketing Automation Blog Posts
JANUARY 14, 2010
Simple Steps to Get Started with Content Marketing. Tips for Creating Better Lead Nurturing Content. Some of you may know that I’ve been a guest blogger at Genius.com since last summer. The main topic has been Marketing Automation , with several other online marketing topics blended in. On the Genius blog I have some nice introductory articles, so I wanted to provide some links to those post here on the LeadSloth blog. Marketing Automation. These posts are about Marketing Automation and Lead Management: Lead Management Introduction. Lead Management Features. Now What?
MarketingSherpa B2B Marketing Summit Boston
OCTOBER 4, 2009
Content creation. Many marketing organizations now realize that both these activities are more successful if they use attractive content, so that is also addressed in a couple of sessions. Content creation. Many marketing organizations now realize that both these activities are more successful if they use attractive content, so that is also addressed in a couple of sessions. Monday and Tuesday I’m attending the Boston MarketingSherpa B2B Marketing Summit. About two weeks ago I attended the San Francisco event, which had a similar program and exhibitors.
8 Tips to Get Started with Marketing Automation
SEPTEMBER 24, 2009
Create Some Good Content. The key ingredient for lead nurturing is high-quality content, not about your solution itself, but about the broader issues that it addresses. Although more content is better, you can already start nurturing with a few pieces of good content. For example, Ness Technologies used 3 well-chosen content assets to run an entire campaign. Tags: Demand Generation b2b summit content marketing lead flow lead nurturing marketing automation marketing metrics marketingsherpa Choose Your Products and/or Business Unit. Set Your Goals.
LeadSloth Marketing Automation Blog – Survey Results
SEPTEMBER 24, 2009
Content Marketing (the latest trend). Content Marketing (the latest trend). LeadSloth Marketing Automation Blog – Survey Results. About two weeks ago I posted a survey that asked the LeadSloth readers what they wanted to read about. As it goes with surveys, it took some effort to get people to fill it out. But this week it reached critical mass, so I was able to draw some interesting conclusions. The Most Requested Topics. The top 6 topics mentioned in the survey were: Metrics & ROI. Marketing Automation Best Practices. Lead Nurturing / Drip campaigns. Social Media.
Content Marketing 2016: Staffing, Measurement, and Effectiveness
Copyright © 2015 Contently. contently.comBy Jordan Teicher Content. Contents GOING LONG: HOW 5 B2B TECH BRANDS BUILT VALUABLE AUDIENCES THROUGH HIGH-QUALITY, LONGFORM CONTENT CONTENTLY3 Brands aren’t just publishing. Introduction 4 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Red Bull has long been the strongest example of this.
B2B Marketing University: What Do You Want to Learn About?
AUGUST 27, 2009
Prospects now have instant access to much more information, so marketing’s involvement reaches much further down the sales cycle: they need to nurture prospects with relevant content until they are sales-ready. There has been quite a bit of change in B2B marketing over the past couple of years. Buyers have moved online, which has had a major impact on the buying process. Sales people are still very important, but they can focus on facilitating the buying process rather than distributing information. 10 years ago, email marketing was in its infancy. Enter Silverpop.
SEO Optimization - 3 Steps to Success
JULY 14, 2009
All search engines have approximately the same approach: they rank based on relevant content and page popularity. Relevant content means that the keywords from the search query appear frequently on the page, and in the right places (Title, URL, Headings). You can use SEO Browser to see how Google sees your site: check that all content and links are visible in this text-only view. Use unique content on each page: if you use the same or similar content, you run the risk that the Search Engines think they are duplicates (and only show one of them).
Demand Generation Blogs Continued
JULY 10, 2009
Rebekah and her team write about demand generation, with lots of good articles on content marketing and social media. In the spirit of Twitter’s Follow Friday I’d like to finally publish the remaining Demand Generation blogs that I enjoy reading. Earlier I published the Top 10 Demand Generation vendor blogs and the Top 10 Marketing Automation Blogs. Of course, there were many great blogs that I forgot to include, so here are the remaining ones! B2B Marketing Zone. DemandGen Report. Rebekah Donaldson’s “Red on Marketing. Gary Katz, Marketing Operations at Work.
Inbound Marketing & Marketing Automation
JUNE 23, 2009
SEO has not exactly been a science: you have to optimize your site’s structure and content, and you ask other sites to link to you. blogging, creation of high-quality content, and website conversion optimization. The Marketing Automation industry is evolving continuously. Many digital marketers are using marketing automation tools to automate lead nurturing. But if you want to expand your business, you also need to continuously add new leads to your database. Traditional lead sources are tradeshows or lead programs with magazines. “Isn’t that Search Marketing?.
B2B Marketing Trends for 2016
They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content. B2B Marketing.
Top-10 Marketing Automation Blogs
APRIL 24, 2009
Ardath is a talented independent marketing consultant who writes about using content to engage with prospective customers; she really gets Marketing & Sales collaboration. David’s posts are about content-based marketing, which is an important ingredient of successful lead generation. A couple of people recently asked me which blogs I’m frequently reading. So here’s the list. Please send me your favorite blogs, because there must be lots of great Marketing Automation blogs that I haven’t found yet! Jame Ervin ’s @Work blog (@ jameane ). Thanks!
MarketingSherpa’s Email Summit 2009
MARCH 15, 2009
Leveraging user-generated content. Today MarketingSherpa’s Email Summit started in Miami. It is focused on advanced email strategies, which is an important part of the demand generation process. Most of the case studies seem to be B2C rather than B2B. The focus is on list- and trigger-based emails and on landing pages, rather than on the full Lead Management Automation functionality. Nevertheless, there are lots of interesting advanced email topics that are just as relevant for B2B demand generation specialists. Some highlights from the agenda : Email Strategies. Email Analytics.
From Mealy to Meaty: How to Create Better Content
JUNE 28, 2016
Many of us content marketers have been operating under a faulty premise. Every year, we’ve made it a priority to create more and more content. Even this year, 76% of B2B content marketers say they will create more content. But does more content result in better content? We could get more strategic about curating some content. So what to do? .
What is structured content?
SEPTEMBER 15, 2016
Structured content is the most important trend in digital marketing that you’ve probably never heard of. Of all the stories and advice in our book Outside-In Marketing: Using Big Data to Guide Your Content Marketing , the one that has attracted the most questions from my colleagues is the section on structured content. All that did was change the shape of the content.
Study: How Much of Your Content Marketing Is Effective?
Copyright © 2015 Contently. contently.com By Jordan Teicher Study: How Much of Your Content. 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE? Content marketing is having a moment. billion dollars on content marketing this year, and that number is growing fast. Our content measurement survey from. 68% 16.7%