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A Structured Approach to Demand Generation Analytics

ANNUITAS

Demand generation leaders know it’s not true, though. So what is the key to better demand generation analytics? How can we better tie buying and content/channel interactions to opportunities and closed revenue in a closed-loop fashion — to fuel our  demand process optimization ? We Successful demand generation analytics must bridge the two.

3 Skills Demand Generation Marketers Must Master Or Risk Going Extinct

bizible

Demand gen marketers are a lot like hunter gatherers. Can demand generation marketers really learn from cavemen? Do demand generation marketers have to adapt to changing environments, specifically changes in technology? Demand generation isn’t much different from hunting and tracking. Successful demand generation analytics must bridge the two.

10 Things Your CEO Needs to Know Now about B2B Demand Generation

Fearless Competitor

10 Things Your CEO Needs to Know Now about B2B Demand Generation. beleaguered salesperson recently reached out to me and said “ I’ve called EVERYONE in our Salesforce.com database and I have zero prospects! This man badly needs the help of a marketing leader well versed in B2B demand generation, who can  create a program to fill sales funnels with warm leads.

DemandCon: Why Storytelling Drives Demand Generation [Video]

It's All About Revenue

As an example of this, Ernst pointed to Salesforce.com. For Ernst, demand generation starts with great storytelling. Demand Generation B2B b2b marketing Content Marketing crm DemandCon Forrester Research Jeff Ernst lead management Lead Nurturing Salesforce salesforce.com stories storytelling TEDby Jesse Noyes | Tweet this. Ernst remedy for this? Facebook.

The Pond Just Got More Crowded: Google, Salesforce.com and Sequoia Invest in HubSpot

Customer Experience Matrix

Summary: HubSpot announced a $32 million investment yesterday by Sequoia Partners, Google and Salesforce.com. Salesforce.com and Google announced their long-anticipated entry into the marketing automation industry, in the baby-step form of investments in HubSpot. But if Salesforce.com likes what it sees, who knows where that will lead? intended to extend Google’s own business).

A Marketing Automation Evangelist and Change Management

ANNUITAS

Take a look at some of the insightful answers Mathew shares and you’ll want to dig deeper into the aspect of change management as it relates to all we do in demand generation. ANNUITAS: What does the Marketing Automation Evangelist at Salesforce.com do on a daily basis?  Want to learn more about change management and Demand Generation Strategy? 

My List of Demand Generation Vendors, and Who They Sell To

Customer Experience Matrix

One of the audience members at the B2B Marketing University in Boston asked about demand generation systems for small businesses, and how to distinguish among the vendors in general. The table below presents a reasonably comprehensive list of demand generation (a.k.a. Most offer a CRM option (typically priced at $10 to $20 per seat per month) for companies who don't want to pay for Salesforce.com. Tags: demand generation marketing automation software selection demand generation also promised a blog post on the topic. Here it is.

Is Salesforce.com a Player in Marketing Automation Software?

Webbiquity

Salesforce.com is the cloud computing darling of customer relationship management (CRM) software. So, where does Salesforce.com stand as a marketing automation solution? Up front, Salesforce.com will garner appeal because the marketing app is bundled with the Sales Cloud 2 product. So, when should Salesforce.com make your marketing automation software shortlist?

5 Common Content Syndication Mistakes

The Point

Though it predates what we think of today as “content marketing,” content syndication is still a cornerstone of many B2B companies’ demand generation strategies. If you offer a white paper on “Salesforce.com Success Tips” you’ll attract users of Salesforce.com. And yet content syndication is no slam dunk. Excessive Use of Filters. So, filters are a balancing act.

CPL 87

Measuring the True Impact of Marketing Campaigns: A Conversation with Bonnie Crater

The Point

In 2011, she became President and CEO of Full Circle CRM , a company dedicated to helping VPs of Marketing use Salesforce.com to get accurate and useful performance data about marketing campaigns. I sat down with her recently to find out more about her company and what makes their solution different. HS: Where did the idea for Full Circle CRM’s product come from? HS: Thanks Bonnie!

B2B Marketing’s Measurement Problem

Digital B2B Marketing

In most B2B organizations, Salesforce.com or a similar solution is the system of record. Ultimately most B2B marketers focused on lead generation come to the conclusion that banners don’t drive leads , print advertising is ineffective or telemarketing still reigns supreme. Demand Generation Measurement lead generation SalesforceYour Turn.

Buying B2B Email Marketing Lists: Challenges and Recommendations

Digital B2B Marketing

Your Turn Will inbound marketing erode list buying, or will companies like Data.com (formerly JigSaw, now part of SalesForce.com) integrate data purchases into B2B sales and marketing operations and make them a key part of day-to-day activity? Demand Generation B2B lists buying email lists Data.com DemandGen Reports email lists IDC Oceanos Salesforce.com

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The Rise of the Marketing Technologist Part 3: People, Process, Content and then Technology

ANNUITAS

I was sitting in some client meetings recently going over their Demand Generation Strategy, and something struck me as out of the ordinary…but in a good way. Moving from tactics-based marketing to strategic Demand Generation will most likely require the development of a new skill set within your team.  Guess what, marketers? Step One: People. Step Two: Process.

The Problem With Account-Based Marketing

ANNUITAS

The vendors we work with for demand generation and the technologies we have invested in have yet to grow and evolve to accommodate the account-based approach, forcing us to work within the confines of their systems and continue to make decisions based on demographics, and not firmographics. Consider how leads vs. contacts work in Salesforce.com.

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

Mintigo’s conclusion across 186,500 B2B companies was that just three percent were using the most common marketing automation systems: Oracle Eloqua , Marketo, HubSpot, and Salesforce.com Pardot. b2b marketing automtion industry overview demand generation lead management software marketing automation 2014 industry forecast marketing software Here’s how I see things.

Why Change Management Comes into Play in B2B Marketing

ANNUITAS

That’s just not that easy to do while trying to drive demand for your organization. This week is Dreamforce14 , the Salesforce.com mega-event that takes over half of San Francisco. revisited a recent ANNUITAS eBook, Change Management – Staying Relevant, Productive and Sane in the Changing Landscape of Demand Generation, co-produced with Mathew Sweezey from Salesforce.com and pulled out two big barriers to change: Lack of Leadership: Change needs to come from the top, and be demonstrated by example. There’s no better time to be a B2B marketer – we know that.

What The Top 4% of Account-Based Marketers Have in Common

ANNUITAS

I just received the latest issue of ABM in Action (October 2016), a monthly eMagazine dedicated to Account-Based Marketing from the publishers of Demand Gen Report, and I had to comment on the lead article. Don’t short-circuit the fundamentals of demand generation strategy when you embrace ABM. So what do those top 4% of Account-Based Marketers have in common?

Why sales isn’t off the hook for generating referral leads

Amplifinity

Originally published on Salesforce.com. Marketers get it, too, and they’re ready to help sales teams generate more referrals and follow up on the great leads. Before marketing can generate qualified referral leads, they need to know how your team defines “qualified.”. Yet, while most formal lead-generation efforts are now owned and managed by marketing, only 51.3

Great work with Find New Customers client Mintigo yesterday

Fearless Competitor

Yesterday, I was working with their content marketing expert, Sophia Wong.  I told Sophia about the Salesforce.com blog post publishing on October 20th called “ The Importance of Attitude.” Don’t miss The Importance of Attitude publishing at Salesforce.com on October 20th. Salesforce.com loved this story too, about how I was so badly hurt and going through a divorce, but i never stopped smiling and never complained. Happy clients are the key to a growing business. ”  She asked me to send her a draft and I did. Thanks, Sophia. What do you think?

Salesforce.com and Oracle Buy Social Marketing Systems: Not the End of Marketing As We Know It

Customer Experience Matrix

Salesforce.com yesterday announced agreement to buy social media publishing vendor Buddy Media for $689 million, thereby adding another big fluffy piece to its “marketing cloud”. Just for symmetry, it’s worth pointing out that Salesforce.com acquired its own social monitoring system, Radian6 , in March 2011. Salesforce.com is another story. But Salesforce.com could close those gaps by gradually extending its existing products. This might actually be easier than acquiring a separate marketing automation system and shoe horning it into other Salesforce.com components.

The World-Class Network of Jeff Ogden of Find New Customers

Fearless Competitor

The story of the fall was highlighted by the great Salesforce.com blog post, The Importance of Attitude. One of the most important assets of anyone in marketing today is their network. And I’m proud of my network – for good reason. who directed all the shows. want to be humble and understated but that’s the only way to describe the network. blog a lot for one simple reason.

Class 52

Marketing Automation's Unhappy Users: Trouble in Paradise?

Customer Experience Matrix

The great hope is that acquisitions by Oracle , Salesforce.com , Adobe , and other big software vendors finally push the industry across this classic Geoffrey Moore chasm from the beachhead niche to mainstream users, but that’s by no means certain to happen. As I mentioned in last week''s post , I’m writing a paper on stages of marketing automation deployment.

More New Systems Challenge the Marketing Automation Status Quo

Customer Experience Matrix

It also provides the rest of the standard marketing automation functions, including landing pages and microsites, Web behavior tracking, lead scoring, and integration with Salesforce.com. Simple contact management is built into the system, or users can integrate with Salesforce.com, vTiger, SecondCRM, Wordpress, and Zoho. Although this approach is popular, there are others.

Content Selling: How Sales Can Better Leverage Marketing Content

The Point

Recently I had the opportunity to sit down with Daniel Chalef, CEO of KnowledgeTree , developers of an intriguing new solution, built for both Salesforce.com and mobile (iOS), that enables sales teams to instantly find, surface, and present the ideal content in any selling situation. telesales Content marketing content selling daniel chalef knowledgetree salesforce.com sirius decisions

RFP 102

6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

Standard integrations are available for Salesforce.com , Oracle Eloqua and Marketo. 6sense b2b demand generation b2b lead scoring predictive marketing predictive modeling sales prospecting web scanning web scraping I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web. Since then, I’ve had a more detailed briefing, which clarified that their scope extends well beyond prospect lists to predictive models applied across all stages of the purchase cycle. 6Sense uses this to build company and individual-level predictive models.

2014 is the Year of Video in B2B Marketing

Fearless Competitor

For more on video, please read this post from the wildly popular Salesforce.com blog:- written by yours truly. Tips for Video in B2B marketing Filed under: B2B demand generation , B2B lead generation , Demand Generation , Video. B2B demand generation B2B lead generation Demand Generation Video sight and sound Video Production Services

Raab Report: Neolane, Aprimo, and Eloqua Rate Highest for Large Company B2B Marketing Automation

Customer Experience Matrix

This group had about 1,400 clients in mid-2012, generating an estimated $85 million in revenue. Marketo and Oracle (specifically, Oracle CRM On Demand Marketing ) are considerably further back in the leader quadrant. demand generation systems marketing software product reviews b2b marketing automation vendor rankings Raab VEST report large company marketing automation

Demand Generation Vendor Traffic Rankings

Customer Experience Matrix

Summary: Based on Web traffic rankings, new demand generation vendors with low prices are gaining market presence. Last November, after much consideration of alternatives , I settled on Alexa three-month Web traffic rankings as a reasonable way to measure the relative market presence of demand generation vendors. The leaders among demand generation systems are still Eloqua , Silverpop and Marketo. Judging from the press releases on their Web site, this may be due to a new release last October that added Salesforce.com integration. Ready yet?)

eTrigue Puts a New Interface on Mature Marketing Automation Features

Customer Experience Matrix

This works directly from a Salesforce.com database, using the Salesforce.com email engine but applying eTrigue email authoring, campaign structures, Web tracking, and lead scores. eTrigue small business software demand generation b2b marketing automationWith mature features and a $1,000 per month starting price, the system is worth a look. The answer is a definite…maybe.

Marketing Automation Systems are on the Rise

Webbiquity

Marketing Automation and Demand Generation b2b marketing tactics email service providers marketing automation software marketing automation systems Marketo Microsoft Dynamics Raab Associates Salesforce.com what is marketing automationGuest post by Gene Morris. Two common business terms combined describe the an increasingly popular outreach tool: marketing automation.

Going Big on Small: Joe Payne on HubSpot’s $32M Round

It's All About Revenue

The pattern of conversations will look something like this: First there will be a burst of emotion (observers will shout congratulations from the rooftops and laud HubSpot for attracting Google Ventures and Salesforce.com as investors).  And as niches go, HubSpot’s is a compelling one:  They sell demand generation and web traffic tools to companies with fewer than 100 employees.  The strong players are benefitting from this increase in awareness and demand.  It’s not yet shooting fish in a barrel, but long gone are the days of casting from shore and hoping for a bite.

The Two-Step for Sales Enablement

It's All About Revenue

Fact: We use Salesforce.com as our CRM, including the Chatter application. Treat the sales team like a prospect and deliver materials to them the same way the demand generation team does. Sales & Marketing Alignment b2b marketing content for sales crm Demand Generation lead management marketing automation sales and marketing alignment sales enablement Salesforce Chatter salesforce.comby Melissa Madian | Tweet this There was a time I would experience a what-if-no-one-reads-my-stuff panic before sending information out to the sales team.

The 14 Best Marketing Automation Tools

Webbiquity

Now owned by and tightly integrated with Salesforce.com, Pardot should at least be on the consideration list of marketing automation tools for any SMB already using Salesforce. Integrates with popular platforms like Microsoft Dynamics and Salesforce.com. Marketing can’t be automated.) Google Review Count: 93,900. Pricing:  contact vendor. Showcase reviews:  SnapApp. 2) HubSpot.

SMB 22

Optify Lets Agencies Provide Small Business with Marketing Automation, Distributed Marketing, and Sales Enablement

Customer Experience Matrix

Landing pages can be attached to an auto-responder email, while standard fields on forms are automatically mapped to Salesforce.com. CRM integration is currently limited to sending data to Salesforce.com. marketing services marketing automation small business marketing demand generation industry trends sales enablement marketing automation trends distributed marketing

RightNow, Oracle and The Customer

It's All About Revenue

Most of the buzz has focused either deal size (more than 9x revenue) or competitive implications (particularly what the acquisition means for Salesforce.com’s Service Cloud). I’ll let the journalists, analysts and affected companies debate those two issues. Demand Generation Evernote Oracle RightNow salesforce.comby Joe Payne | Tweet this Oracle announced yesterday that it will acquire RightNow Technologies, a SaaS company that provides customer service solutions. Me, I have a different angle. The answer: the customer. RightNow stands for something.

LoopFuse Offers No-Frills Demand Generation

Customer Experience Matrix

Summary: LoopFuse offers attractive but limited demand generation functions at an easy-to-swallow price. It’s been nearly a year since I took my first close look at the LoopFuse OneView demand generation system. LoopFuse provides a graphic email designer that can generate both text and HTML versions. Unlike most demand generation vendors, LoopFuse does not host landing pages or Web forms for its clients. Another wizard helps users to generate HTML forms from scratch. Tags: demand generation marketing automation loopfuse

Company-Level Data in Demand Generation Systems

Customer Experience Matrix

I had an interesting email conversation last month with a Raab Guide buyer about the nuances of company-level data management in demand generation systems. He started from the perfectly reasonable premise that the demand generation system should give an overview of activity for all leads associated with a given company. The first is how the demand generation system treats company-level data. Some of the demand generation systems do indeed have a separate company table: it is one of the marks of a sophisticated design. So far so good.

Marqui Combines Content Management and Demand Generation

Customer Experience Matrix

Summary: Marqui started as a Web content management system and then added basic demand generation. Marqui is one of the oldest demand generation vendors, founded in 2000. It added demand generation features later in response to client requests. The entry of CMS vendors into the demand generation market is a bit of a mini-trend right now: others following the same path include Sitecore and Lyris-owned Hot Banana. Whether demand generation is the right refuge is another question. This poses a serious sales challenge.

What The Top 4% of Account-Based Marketers Have in Common

ANNUITAS

I just received the latest issue of ABM in Action (October 2016), a monthly eMagazine dedicated to Account-Based Marketing from the publishers of Demand Gen Report, and I had to comment on the lead article. Don’t short-circuit the fundamentals of demand generation strategy when you embrace ABM. So what do those top 4% of Account-Based Marketers have in common?

Should Demand Generation and Sales Automation Be Separate Systems?

Customer Experience Matrix

Today, this is accomplished by synchronizing data between demand generation and sales automation systems. In fact, the division between demand generation and sales automation today is probably more a reflection of organizational divisions than technical imperatives. So are independent demand generation systems doomed to be assimilated into larger CRM products? But regardless of what Salesforce.com does in the short term, it's worth asking whether independent demand generation systems really have a long-term future.