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A Structured Approach to Demand Generation Analytics


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


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 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 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 stories storytelling TEDby Jesse Noyes | Tweet this. Ernst remedy for this? Facebook.

Oracle Buys Eloqua: Winners and Losers for B2B Marketing Automation

Customer Experience Matrix

Oracle may also be gaining a more sophisticated “cloud native” platform, since other Oracle products grew largely from on-premise roots.** So that’s all fine, but what industry observers really want to know is how will react. Okay, now we can talk about demand generation systems marketo eloqua marketing automation industry oracle

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Salesforce “State of Marketing” Report: Better Happy Than Good

The Point

In fact, there are many companies who may be perfectly ecstatic with marketing outcomes, until you dig deeper to discover that their campaigns aren’t really generating the results that matter. 75 percent of high-performing teams report that social is generating ROI. You can download a copy of the report here (registration required.).

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A Marketing Automation Evangelist and Change Management


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 do on a daily basis?  Want to learn more about change management and Demand Generation Strategy? 

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 “ Success Tips” you’ll attract users of And yet content syndication is no slam dunk. Excessive Use of Filters. So, filters are a balancing act.

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 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!

Is a Player in Marketing Automation Software?

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

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


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.

B2B Marketing’s Measurement Problem

Digital B2B Marketing

In most B2B organizations, 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.

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 Pardot. b2b marketing automtion industry overview demand generation lead management software marketing automation 2014 industry forecast marketing software Here’s how I see things.

The Problem With Account-Based Marketing


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

Buying B2B Email Marketing Lists: Challenges and Recommendations

Digital B2B Marketing

Your Turn Will inbound marketing erode list buying, or will companies like (formerly JigSaw, now part of 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 DemandGen Reports email lists IDC Oceanos

List 50 and Oracle Buy Social Marketing Systems: Not the End of Marketing As We Know It

Customer Experience Matrix 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 acquired its own social monitoring system, Radian6 , in March 2011. is another story. But 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 components.

The 14 Best Marketing Automation Tools


Now owned by and tightly integrated with, 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 Marketing can’t be automated.) Google Review Count: 93,900. Pricing:  contact vendor. Showcase reviews:  SnapApp. 2) HubSpot.

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Why Change Management Comes into Play in B2B Marketing


That’s just not that easy to do while trying to drive demand for your organization. This week is Dreamforce14 , the 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 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.

Marketing Automation's Unhappy Users: Trouble in Paradise?

Customer Experience Matrix

The great hope is that acquisitions by Oracle , , 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.

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


Originally published on 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 blog post publishing on October 20th called “ The Importance of Attitude.” Don’t miss The Importance of Attitude publishing at on October 20th. 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?

6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

Standard integrations are available for , 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.

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 Simple contact management is built into the system, or users can integrate with, 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 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 sirius decisions

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

Fearless Competitor

The story of the fall was highlighted by the great 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.

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Marketing Automation Systems are on the Rise


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

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 integration. Ready yet?)

2014 is the Year of Video in B2B Marketing

Fearless Competitor

For more on video, please read this post from the wildly popular 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

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’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

eTrigue Puts a New Interface on Mature Marketing Automation Features

Customer Experience Matrix

This works directly from a database, using the 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.

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.