The Point

OCTOBER 26, 2010

Companies are recognizing that simply sending one-off, one-size-fits-all broadcasts to an entire database regardless of buying persona or interest level is out of step with the reality of today’s selling cycle. Many of the companies we see buying marketing automation technology are upgrading from older-generation email broadcast platforms.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Marketing Budget 100

The Point

NOVEMBER 15, 2010

Verticals are often the first place marketers look when segmenting a lead nurturing program, but sometimes that priority is misguided. This is one example where content can drive segmentation. Business contacts can be more receptive to generic messages and even success stories from other industries than we think.

Lead Nurturing 100

Lead Nurturing Segmentation Sales Qualified Leads Campaigns 100

Customer Experience Matrix

JANUARY 31, 2010

This starts with the core functions of any business marketing system: outbound and multi-step email campaigns, landing pages, Web behavior tracking , lead scoring, Salesforce.com integration, reporting and content management. More impressively, Marketing Studio can also apply multiple rule-sets to the same score calculation.

Paid Search Agency 120

Paid Search Agency Work Management Marketing Management Resource Management 120

The Point

SEPTEMBER 9, 2009

What single hurdle keeps B2B marketers from achieving the best possible results from inbound marketing, social media, and lead nurturing? It’s content. (Or Or rather, it’s LACK of content.)

Lead Nurturing 100

Lead Nurturing Database Marketing Landing Pages Content 100

Online Marketing Institute

JULY 31, 2009

I would also put another group — one more focused on helping marketing align with, support, and enable sales: firms like BrightMarket, einsof, Longwood Software, and Salesforce.com with their Saleforce Content offering, to name a few. 9) Collaboration — capabilities like wikis, sales-contributed content, voting and tagging.

Enterprise Management 40

Enterprise Management Work Management DemandBase Marketing Management 40

Online Marketing Institute

JULY 31, 2009

Tools that analyze who’s clicking – and help B2B marketers make heads or tails out of Google’s analytics – are bleeding over into the lead management space. But I’m thinking about firms like Business.com, TechTarget, Buyerzone, and a ton of others who syndicate content, host catalogs, attract eyeballs, and offer to “sell” these leads.

Enterprise Management 40

Enterprise Management Work Management Marketing Management Lead Management 40

Online Marketing Institute

JULY 31, 2009

So I commend Eloqua on their next generation of marketing software and their efforts dedicated to the process of making marketing more accountable. I would like to hear about your scoring approaches and what you have done to achieve a common definition of qualified leads with sales. Tags: b2bmarketing.

Lead Ranking 40

Lead Ranking Lead Scoring Enterprise Management Work Management 40