Adobe Experience Cloud Blog

FEBRUARY 15, 2017

A vertical approach can be very effective when marketing to target accounts as well, helping you and your organization deliver a more personalized experience. At Marketo, we have team members who are dedicated to verticals of interest. Call scripts: General guidance on what to say when cold calling prospects.

Verticals 132

Verticals Work Management Lead Ranking Sales Qualified Leads 132

The Point

DECEMBER 11, 2018

How can ABM best coexist with a more traditional funnel-based demand generation model? 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. And therein lies the first mistake.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

Adobe Experience Cloud Blog

APRIL 19, 2017

My recent switch from the enterprise consulting team to the education team at Marketo has given me greater exposure to customers who are either brand new to marketing automation or switching from another platform. Marketo suggests a “Crawl, Walk, Run” phased approach. What are my key KPIs and how am I going to report on them?

Marketing Automation Services 106

Marketing Automation Services Enterprise Management Marketing Management Marketo 106

Kabbage

NOVEMBER 9, 2016

Note: To make it easier to navigate this list, we broke it up into multiple categories. What do they talk about: Variety of B2B topics ranging from demand generation, content marketing, SEO, social media, etc. Why should I read it: If there’s one thing Marketo does really well, it’s content. B2B Marketing Blogs.

Advertising Agencies 226

Advertising Agencies Demand Generation Agencies Account Based Marketing Paid Search Agency 226

Kabbage

NOVEMBER 9, 2016

Note: To make it easier to navigate this list, we broke it up into multiple categories. What do they talk about: Variety of B2B topics ranging from demand generation, content marketing, SEO, social media, etc. Why should I read it: If there’s one thing Marketo does really well, it’s content. B2B Marketing Blogs.

Demand Generation Agencies 188

Demand Generation Agencies Advertising Agencies Paid Search Agency Account Based Marketing 188

Customer Experience Matrix

FEBRUARY 5, 2015

The new version includes a big technical change: instead of the interactive Flash document that was very cool but people often had trouble running, it’s now a combination of PDF for the core document and Excel spreadsheet for the detailed vendor scores. VEST Report. Okay, not zero: some companies surely do it better than others.

Marketing Automation Services 120

Marketing Automation Services Demand Generation Agencies Marketing Report Marketing Automation 120

The Effective Marketer

JUNE 1, 2012

Step 1: Sales and Marketing Alignment and Documentation. Make sure that you have documented (yes, written somewhere so that everyone can see) a few important definitions such as: What is a lead (and expand it to include MQL, SQL, SAL and any other relevant lead stages)? Demand Generation: Marketo’s Secret Sauce , by Marketo.

Marketing Automation Services 100

Marketing Automation Services Lead Ranking Marketing Automation Work Management 100

Adobe Experience Cloud Blog

APRIL 25, 2018

A little recognition can go a long way, so the next time a deal is closed, make sure the demand generation team gets a shoutout for properly scoring the lead in the first place. Do the same for your marketing team. When did sales last have a call with this prospect, and what should I send them next?”

Top of Funnel 134

Top of Funnel Sales Management Practices Enterprise Management 134

Adobe Experience Cloud Blog

JULY 21, 2017

This team member will be responsible for holding meetings with prospective accounts and managing (or collaborating with) the Business Development (or Sales Development) reps as they find and prospect new accounts. While your BDR’s and Account Executives crank away at their work, your VA is prospecting new accounts to target.

A/B testing 134

A/B testing Work Management Marketing Management B2B Thought Leadership 134

Adobe Experience Cloud Blog

DECEMBER 20, 2016

Data-driven targeting is better for marketers because it creates a better experience for our audiences. By all means, get your demand generation team on board! At LinkedIn, I meet with our demand generation team and ad operations team on a bi-weekly basis. Document Your Strategy.

B2B Thought Leadership 48

B2B Thought Leadership Thought Leadership Marketo Demand Generation 48

Customer Experience Matrix

FEBRUARY 26, 2009

I’d already noticed that the simplicity-focused vendors ( Marketo , Infusionsoft , OfficeAutoPilot and, as of yesterday, Genius.com ) build their campaigns as a list of steps with no branching flows. (To What I realized while writing my posts on Marketo and Genius.com is that you can’t view the individual campaigns in isolation.

Vtrenz 120

Vtrenz Market2Lead Work Management Marketing Automation Services 120

Content Marketing Institute

JANUARY 12, 2018

If you’ve tuned into the Content Marketing Institute for any length of time, you are no doubt familiar with the importance we place on the idea of developing a documented, strategic plan. Each year in our research, we find that a cohesive, documented strategy is one thing that separates successful vs. unsuccessful content marketers.

Marketing Strategy 111

Marketing Strategy Marketing & Strategy Enterprise Management Planning 111

Adobe Experience Cloud Blog

JANUARY 4, 2016

Here are some strategies we use at Marketo to achieve a consistent voice: Create brand guidelines. These guidelines will work best as living documents that are updated as you encounter new questions. Here’s a list to get started: Visual Guidelines— Do you use stock photography? Document these here.

Brand Identity 48

Brand Identity Branding Demand Generation Agencies Guidelines 48

Adobe Experience Cloud Blog

MARCH 30, 2017

Or maybe you’ve lived in the persona’s shoes yourself (this is a big one–it’s something I struggle with here at Marketo). Start with a handful of people–a mix of customers, prospects, and total strangers who look like your persona–and ask them about the details your persona documents. Mistake #2: You Aren’t Sharing.

Planning 48

Planning Buyer Personas Marketo Thought Leadership 48

Webbiquity

JULY 12, 2016

Options range from fairly simple, moderately priced systems targeted at midmarket companies to sophisticated suites for enterprise users. 1) Marketo. Sample review: “OpenEMM is first and foremost an email marketing package, with contacts database, subscriber list management, email targeting, and event-triggering.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Marketing Automation Marketing Management 100

Adobe Experience Cloud Blog

FEBRUARY 2, 2012

by Maria Pergolino Demand Generation Managers are responsible for finding and executing the program mix that is going to drive revenue for their organization. Super star demand gen managers know how to create the proper mix of demand by each line of business to ensure happy sales teams.

Budget Programs 48

Budget Programs Enterprise Management Work Management Marketing Management 48

Televerde

AUGUST 29, 2019

The increased adoption of ABM is driven by several factors: B2B buyers are no longer responding to generic messaging, as they increasingly expect marketers to speak directly to their unique needs (industry, role, etc.) We’ve compiled a list of tactics to help you overcome some of the most common challenges marketers face when executing ABM.

Account Based Marketing 61

Account Based Marketing Sales Management Tactics Marketing Strategy 61

Customer Experience Matrix

NOVEMBER 4, 2010

Each tactic has its own action, schedule, metrics, documents, and start and end dates. campaign reporting: users can manually enter campaign costs, target revenue, and actual revenue. You can also view my Marketo-sponsored Webinar on the topic.) This is competitive with or better than standard marketing automation systems.

Salesforce.com 120

Salesforce.com Lead Scoring Lead Ranking Marketing Automation Services 120

Adobe Experience Cloud Blog

JULY 8, 2015

Put together a simple document outlining the reasons for and benefits of the change, and distribute this along with a high-level plan for the timing and activities involved in your implementation. Web developers to integrate new demand generation forms in your website. Just make sure to cover all these roles.

Marketing Automation Services 48

Marketing Automation Services Marketing Automation Automation Marketing & Strategy 48

Ambal's Amusings

JULY 22, 2010

A messaging storyline for a marketing strategy is a documented approach to address the informational needs of each buying segment (persona), at each stage of the buying process in relation to the problems your offerings address. Blog Modern B2B Marketing Twitter Marketo InboundMarketer. Brian Carroll's blog B2B Lead Generation Blog.

B2B Marketing 100

B2B Marketing Planning B2B Trade Show 100

Jackie Walts

FEBRUARY 5, 2020

These notes can help you draft functional specs for implementation – a road map for kicking off and documentation for once it’s up. Demand generation professionals can’t work without reporting that shows what’s working and they need to review it regularly to focus on campaigns with the highest ROI.

Marketing Automation Services 59

Marketing Automation Services Marketing Automation Automation Work Management 59

Adobe Experience Cloud Blog

JULY 15, 2010

We know it’s a necessary tool for seed nurturing and demand generation , but in many cases, B2B marketers are still not sure where to begin. 1. Develop a plan – Ask yourself these three questions: WHO – Who is your target audience? Do you have a buyer persona? Share – The age old lesson of giving to others.

Social Media 48

Social Media B2B Thought Leadership Linkbait Media 48

Ambal's Amusings

MARCH 18, 2010

The best example I’ve seen documented recently is from Junta42. Here are the tangible results they documented within 4 business days of its launch: 3 new clients signed up. Blog Demand Generation Twitter abneedles. Brian Carroll's blog B2B Lead Generation Blog. Marketo's Modern B2B Marketing.

Viral Marketing 100

Viral Marketing B2B Marketing Campaigns B2B Thought Leadership 100

Adobe Experience Cloud Blog

JUNE 2, 2014

The files that they sent back and forth with their clients were mostly spreadsheets and PDF documents containing financial data, which usually aren’t big enough to trigger email file caps but certainly required a certain level of security and privacy measures. Or more accurately, it represents the segmentation and targeting aspects of STP.

Lead Ranking 48

Lead Ranking Lead Scoring Buy Work Management 48

KoMarketing Associates

JULY 24, 2018

And even mighty Marketo earned itself 34 percent more leads by testing the length of their forms. Generally, the fewer fields you have on a form, the better. Forms don’t have to just protect text-based documents, or even videos or email sequences. Expedia removed just one field on their sales page that was confusing visitors.

Lead Generation 168

Lead Generation Optimization Generation Opt-out 168

Adobe Experience Cloud Blog

OCTOBER 27, 2010

Effective demand generation teams will often have an internal, documented Service Level Agreement (SLA) between the two departments, an agreement which defines what a lead is, who follows up, how the lead engagement takes place, and how quickly a lead must be processed. Step 5: Close the loop via Sales and Marketing “huddles”.

Top of Funnel 48

Top of Funnel Optimization Lead Ranking Lead Scoring 48

Adobe Experience Cloud Blog

OCTOBER 26, 2010

Prior to the Marketo user summit I had heard a few great examples of nurturing programs being created without a lot of content, but after I shared some of these stories at the event I was approached by many others with similar stories. They have lots of data sheets and documentation, but not much else. What can they do?

Lead Nurturing 48

Lead Nurturing B2B Thought Leadership Peer-to-peer Leads 48

Customer Experience Matrix

DECEMBER 8, 2011

. - Facebook forms: use forms within Facebook pages and apps to gather customer permissions - social sign-in: use social media sign-in services to replace marketing automation forms - personalized Facebook ads : display different ad versions on a Facebook page based on the user’s profile, including both Facebook and non-Facebook data Marketo - sharing: (..)

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Social Media 120

Adobe Experience Cloud Blog

JUNE 1, 2012

Growth Fusion is a boutique integrated marketing agency with a strong focus on ROI-driven Customer Acquisition and Demand Generation. Rajesh is a Marketo expert and has hands-on experience defining projects and implementing them at both venture-backed start-ups and consulting firms. We are very excited to welcome him.

Social Media 48

Social Media Practices Marketing Automation Services Media 48

Heinz Marketing

MARCH 21, 2022

The other thing that did stand out to me though, is what you just referred to less than 10% of companies actually have a lead management system in place most are using Salesforce or some form of apex coding or Marketo or some other system to manage their lead flow.

Work Management 70

Work Management Marketing Management Budget Programs Marketing Budget 70

LEADership

SEPTEMBER 17, 2013

The buying process, the signing of the documents and the delivery confirmation, etc. Jon Miller, VP-marketing at Marketo Inc., says, “A fundamental shift in lead generation is a move from “rented” to “owned” attention.” The whole experience even during the buying process has been very pleasing.

B2B Thought Leadership 40

B2B Thought Leadership Top of Funnel Work Management Marketing Management 40

Adobe Experience Cloud Blog

JULY 20, 2009

The next interview in the B2B Marketing thought leader interview series is with John Watton, VP Marketing at ShipServ , the leading e-marketplace for maritime shipping (and also a Marketo customer). So now information is delivered through a mix of video, digital documents, podcasts, flash demos and eBooks.

B2B Thought Leadership 48

B2B Thought Leadership Thought Leadership B2B Marketing Enterprise Management 48

Ambal's Amusings

OCTOBER 15, 2009

Brian Carroll's blog B2B Lead Generation Blog. Marketo's Modern B2B Marketing. Marketing and Sales Alignment – Marketo eBook (New!). Marketing and Sales Alignment – Marketo eBook (New!). ” These are real-world metrics that every marketer should track in their lead generation program: Number of inquiries?

ROI 100

ROI B2B Marketing Paid Search Agency Planning 100

Adobe Experience Cloud Blog

JULY 27, 2012

by Dayna Rothman You are working on your social media strategy and have determined your target audience, messaging, and how you plan to participate. At Marketo, we have created a Social Media Policy document that outlines what social networks to participate in, how often, and what the ground rules are. Let’s Get Social!

Social Media 48

Social Media Ad Building Media B2B Thought Leadership 48

Customer Experience Matrix

MARCH 30, 2009

My personal definition of demand generations systems (see Introduction to Demand Generation Systems from the Raab Guide site) explicitly states that they do not incorporate sales automation. See Should Demand Generation and Sales Automation Be Separate Systems? for whether this will change.)

Demand Generation 120

Demand Generation Small Business Marketing Cost Demand 120

Heinz Marketing

JUNE 14, 2018

This week I’m very excited to feature Kathy Mammon , Senior Director of Demand Generation and Marketing Operations at Splash. Kathy has run demand generation for companies such as LivePerson, Lattice Engines, Magnetic and Newscred. Marketo and BrightFunnel. Join me with Kathy next week for a free GDPR 2.0

Demand Generation 40

Demand Generation Work Management Demand Generation 40

Heinz Marketing

SEPTEMBER 19, 2022

What ExO graphics are, and how it better defines target markets above the funnel. Recommendations for how often target sales lists and criteria should be updated. And a lot of companies sometimes aim a little too large when they think about their target addressable market. Matt: Well, who you sell to matters.

Top of Funnel 88

Top of Funnel Ideal Customer Profiles Demand Generation Marketing AI 88