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? Those days are long gone.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 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.”. I doubt it. What do you think?

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

APRIL 1, 2014

Rather than reinvent the follow-up process, we sat down with the BDR, documented her standard follow-up procedure (a series of phone calls and emails that stretched over a number of weeks) and automated every step using Marketo , a leading marketing automation platform. Marketo sends first follow-up email. Wait 2 weeks. Wait 8 weeks.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

SEPTEMBER 17, 2014

All campaigns were built and launched in Marketo, a leading marketing automation platform. Spear is a Marketo agency partner.) “A For “passive” leads (leads from online programs such as content syndication, banner ads, SEM, Webinars and social media), the Lead to MQL Conversion Rate increased a massive 75 percent.

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

DECEMBER 28, 2017

The guide features insights, projections, and opinions on current challenges, opportunities, and trends from 19 B2B marketing experts and practitioners, including leading executives from Marketo, Oracle, SiriusDecisions, and Forrester Research. You can download the entire guide here.

Marketing Report 176

Marketing Report Marketing Automation Automation Demand Generation Agencies 176

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

NOVEMBER 27, 2018

DK) One factor is the new Facebook algorithm , which prioritizes friends’ content over that of companies, so organic reach on the largest social network has gone down dramatically. In addition, the platform integrates with leading marketing automation platforms, such as Eloqua, HubSpot, Marketo, and Pardot. HS) Thanks Daniel!

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

AUGUST 22, 2014

But companies still need to be prepared to invest significant resources to garner return, particularly in the area of content development. B2B Marketing Lead Management Marketing Automation best marketing automation software marketing automation agency marketing automation partner marketing automation ROI Marketo agency Marketo partner'

Marketing Automation Services 100

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 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.) Compliments to the Marketo team for their first-rate production.). how to bring potential customers into dialogue with your company.

Lead Nurturing 100

Lead Nurturing Conversion Marketo Demand Generation 100

The Point

SEPTEMBER 30, 2013

Tailoring email content automatically to demographic criteria like persona, industry, and company size, as well as where the prospect is in the sales cycle. • Ensuring that inbound sales leads are all followed up with promptly and personally, independent of sales bandwidth.

Lead Nurturing 100

Lead Nurturing Demand Generation Agencies Marketing Automation Services Sales Qualified Leads 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. Any shortcuts in planning, content and other processes and resources are likely to have a proportionate effect on results.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

JUNE 20, 2012

Include a placeholder for an offer image – a simple cover image for downloadable content like white papers, a screen shot for videos or demos or free trials, or a speaker photo for online events. Consider carefully what content is “above the fold” – roughly equivalent to what the typical reader will see in his/her preview pane.

Template 100

Template Tips Landing Pages Marketo 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

JULY 13, 2012

In my last post , I talked about creative campaign ideas for when you have no content to offer. Or can you get away with a link to content, perhaps content that’s not even your own? Which leads to another question: do certain types of campaigns even need an offer in the first place? Occasionally? Not so much.”.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Campaigns 100

The Point

SEPTEMBER 1, 2009

As the place to send prospects once they’ve filled out your registration form, most thank you pages host the content on offer, a Google conversion code, a link to the corporate Website, and little else. Tags: B2B Marketing Demand Generation Landing Pages marketo online marketing thank you pages web design.

Landing Pages 100

Landing Pages Marketo Demand Generation Tagging 100

The Point

AUGUST 4, 2009

Do a quick Web search on “lead nurturing” these days, and you’ll find plenty of high-level, strategic content on the “whys” – how nurturing can improve demand generation ROI, increase conversion rates, accelerate sales cycles, recycle long-discarded prospects, etc.

Lead Nurturing 100

Lead Nurturing Leads Lead Marketing Qualified Leads 100

The Point

APRIL 8, 2010

Because we host our page on Marketo , the old information is pre-populated automatically for anyone who has previously opened one of our emails. This gives us the ability, if we so choose, to send highly relevant content at a later date to subscribers who have particular areas of interest. After all, you’ve earned them!

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Marketo Lead Nurturing 100

The Point

NOVEMBER 16, 2011

Navicure uses Marketo and Salesforce.com to track marketing ROI.). I marvel at the sheer number of corporate blogs, some of them with a wealth of great content, that nonetheless make it virtually impossible to engage with that company. Calls to action need to appear in content. Good luck with that. promotional).

Social Media 100

Social Media Demand Generation Agencies Media Leads 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? First of all, I’m assuming that the content hosted on your Website is gated, that is, available only behind a registration form.

Landing Pages 100

Landing Pages Marketing Websites Campaigns Lead Nurturing 100

The Point

DECEMBER 6, 2010

21 Tips & Other Impressions from the Marketo User Summit. Instead, write the title with Google in mind – that is, imagine that the person is seeing no more than a search result, with no other context – not who you are as the author, what your blog is about, or the content of the actual post. Help Our Client Choose a Logo (Poll).

Lead Gen 100

Lead Gen Webinar Metrics Salesforce.com Eloqua 100

The Point

JULY 21, 2016

For example, Marketo users might see links that reference something that looks like: mkto-af53353.com.) It’s a common fallacy, as with martech in general, that simply the act of implementing marketing automation breeds success, and that the technology alone renders all other factors – content, offer, creative, etc. irrelevant.

Marketing Automation Services 80

Marketing Automation Services Marketing Automation Sales Management Automation 80

The Point

JANUARY 13, 2015

No matter what your marketing resolutions this year – more content, better creative, etc. – That likely means one of two options: • a marketing automation system like Eloqua , Marketo or Pardot that in turn integrates with a CRM database like Salesforce. no improvement matters if you can’t measure it.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads ROI Sales Qualified Leads 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. Surprising? Infographics?

Marketo 100

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

The Point

MAY 11, 2015

Good content – and, more specifically, here I mean offer content – is the fuel that feeds modern B2B marketing. Good content ensures that the information you’re offering is topical and relevant. When it comes to marketing success, data and content are simply the foundation.

Creativity 100

Creativity Demand Generation Agencies B2B Marketing B2B 100

The Point

DECEMBER 16, 2015

Let’s face it, most martech “guides” are written by, well, marketers, and are either sponsored by or authored by the technology vendors themselves, so the content needs to be read with a critical eye.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Planning 100

The Point

APRIL 16, 2014

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. TR) Marketing Automation drives a need for a significant amount of content.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Work Management Marketing Management 100

The Point

MARCH 29, 2012

If you post blog content to your Facebook or LinkedIn or Google Plus page, add those also. Offer downloadable content. One of the most effective ways to generate blog leads is to feature downloadable content – white papers, case studies, analyst reports – in your sidebar, and gate that content behind registration forms.

RSS 100

RSS Paper Case Study Case Studies 100

The Point

JANUARY 25, 2012

Be sure to include sufficient selling copy to a) adequately sell the offer, b) address any anticipated concerns or objections, and c) help ensure a high quality score by offering what Google calls “ relevant and original content ” – i.e. content related to the offer in the ad. Don’t include external links.

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

The Point

MAY 30, 2012

Spear developed a multi-step demand generation program that combined online text and display advertising, mobile landing pages, social sharing, and automated email response powered by Marketo , MobileIron’s marketing automation platform. Here’s how the campaign worked: 1.

Demand Generation Agencies 100

Demand Generation Agencies Work Management Demand Sales Leads 100

The Point

JANUARY 6, 2012

Since our agency was founded, we’ve compiled a significant store of informational content, and so, like many companies, our site’s resource center quickly grew from a single page, relatively clean and easy to browse, to a veritable laundry list of white papers, ebooks, podcasts, videos and more.

Resources 100

Resources Lead Generation Paid Search Agency Generation 100

The Point

JANUARY 6, 2014

If you don’t have that capability in place, look at marketing automation platforms like Marketo or reporting solutions like Full Circle CRM that can give you the data you’re looking for. Make content a part of every campaign planning discussion. Besides, good content will fuel demand gen success much more quickly than clever creative.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Autoresponders 100

The Point

MAY 8, 2012

An effective landing page does two things, I would argue: 1) it validates the viewer’s decision to click on whatever ad it was that led him or her to the page in the first place, and 2) it closes the deal.

Landing Pages 100

Landing Pages Microsite Terms and Conditions Paper 100