In Defense of Unsolicited Email
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? Full disclaimer: my firm, Spear Marketing Group , is a leading Marketo partner.).
What is Predictive Marketing?
APRIL 6, 2016
Prior to 2011, the term "predictive marketing" had almost. Since then, the search volume and number of online citations for the term have grown rapidly each year; it's now a hot topic within B2B marketing and sales communities. Predictive marketing is the practice of utilizing predictive analytics, historical data, trends, and patterns to predict future outcomes.
Can Old Database Marketers Learn Digital Tricks?
Customer Experience Matrix
FEBRUARY 2, 2010
Summary: Database marketing and digital marketing are more different than it seems. Yesterday’s post touched briefly on what I see as a fundamental transition between database marketing and digital marketing, and in particular on the changes that marketers and their supporting vendors must make to navigate the change successfully. What’s less obvious is that the skills and attitudes that have served database marketers well for the past twenty or more years – an entire career for many – don’t transfer to the digital world.
Tempted to Do Away With Registration Forms? Think Again.
NOVEMBER 24, 2009
A client asks: “Now that we have our marketing automation system in place, is it really necessary to use registration forms in our lead nurturing (follow-up) campaigns? My response: I strongly believe offering direct links to resources without landing pages is a bad idea, especially because you can easily present pre-populated landing pages that demand very little of the reader.
Report From New York: How Agencies are Using Marketing Automation
JUNE 16, 2014
marketing User Conference in New York City for the first time. marketing Partners breakout, which focused on our agency partners. Talking with so many members of our agency community, I reveled in the talent that we have in our partner base – and was impressed by their marketing diversity. Direct Marketing > Digital Database Marketing.
Porcupines Part III: Nobody Puts Bunny in a Corner
B2B Marketing Unplugged
JULY 31, 2010
Still on about the porcupine and examining how marketers can turn perfectly lovely people (bunnies) into angry, demanding, rude monsters that our customer service people have to shoot. Marketers, though we would never, ever admit it, approach things more like trappers. Content marketing is not new but now that it has a spiffy name like database marketing we’re all about it. Educating your market about your area of expertise is a great way to stake out a leadership position. That’s not marketing, that’s a drive-by. And it’s not a bad thing.
Marketing Stim-Response Data Warehouses
B2B Marketing Confidential
OCTOBER 23, 2006
skip to main | skip to sidebar B2B Marketing Confidential B2B Marketing Confidential is published by a ten-year veteran of B2B Marketing who has worked with over 20 Fortune 500 companies. It aims to provide an unfiltered view of the craft from the perspective of a doer, as well as aggregating and analyzing major news from across the B2B marketing landscape.
MarketingPilot Offers Integrated Marketing Management for Mid-Size Companies
Customer Experience Matrix
FEBRUARY 23, 2011
MarketingPilot started as an operations management tool for mid-size direct marketers, with features for project management, list and media buying, source code tracking, expense capture, and vendor management. Since then it has expanded steadily to encompass the full range of marketing resource management and then gone ahead to add marketing database management and campaign execution. But it doesn’t really matter, because MarketingPilot is now positioned as an integrated marketing management product. But they’re all promised fairly soon.
Demandbase: A New Twist In The Lead Management Automation Market
JULY 31, 2009
Home Forrester Research « I was recently briefed by | Main | Going Corporate » August 26, 2008 Demandbase: A New Twist In The Lead Management Automation Market [Posted by Laura Ramos ] In a recent survey of over 2100 IT professionals who buy or recommend telecom and networking solutions, we found buyers turn to peers and colleagues first, followed by vendor, industry trade, or professional Web sites, to inform their purchase decisions. B2B marketers looking for ways to turn their Web sites into demand generation tools have some new solutions to consider. Would love to get your $.02.
B2B Lead Management Market Heats Up
JULY 31, 2009
Home Forrester Research « Getting Up Close and Personal | Main | Social Technographics Data Now Available » March 20, 2008 B2B Lead Management Market Heats Up [Posted by Laura Ramos ] Since the start of this year, I’ve been receiving a boatload of briefing requests from companies wanting to show me their lead generation and management solutions. My point: B2B marketers are looking elsewhere for help generating demand. 3) Marketing automation – lead by firms like Aprimo, Unica, Oracle/Siebel and SAS, this category is at the core of what Forrester calls the Marketing Technology Backbone.