| | | Marketing Interactions | |  Eloqua | 13 articles |
| Page 1 of 1 | Previous | Next | MARKETING INTERACTIONS JUNE 7, 2012 The Ripple Effect of Shiny-Object Syndrome Even the ROI on Content Marketing eBook recently released by Kapost and Eloqua is predicated on 24 months of content marketing. Selling content marketing to B2B executives is hard. At least harder than it should be. But what strikes me as odd is their willingness to requestion their decision after they've finally been convinced. I'm getting more and more requiests from B2B marketers about how to present reasons why content marketing should stay a line item on the budget. The number one reason I believe this to be happening is due to the continuum nature of content marketing. | MARKETING INTERACTIONS SEPTEMBER 27, 2011  Prime Your B2B Marketing Mind However, the Real World Marketing Syllabus , presented by Brian Kardon of Eloqua is here to help all of us. Brian Kardon shares what Eloqua has dubbed The New 4Ps of Marketing , but as I reviewed the syllabus — and because I'm kind of cheeky — I decided that each weekly lesson deserved a "P" of its own: Personal - You know I'm all over this one. Well, I am. | | | | | |
| MARKETING INTERACTIONS SEPTEMBER 22, 2010 Juan Eloqua's Grande Guide to Sales Enablement Last month you were introduced to Juan Eloqua with the first Grande Guide in the series on Lead Scoring. As the grower of coffee and revenues, Juan makes it clear in his latest video, Dinner with the Eloquas , that success is not related to luck—as his son, Diego reports learning from his teacher. Download Juan Eloqua's Grande Guide to Sales Enablement (you won't want to miss my sidebar!) With Sirius Decisions reporting that sales cycles have lengthened by 22% over the last five years, he has a point. Luck must be replaced with intelligence. What do you say? | MARKETING INTERACTIONS AUGUST 6, 2009 Lessons Learned from Using Marketing Automation The executives interviewed used a variety of solutions including; Active Conversion, Aprimo, Eloqua, eTrigue, LoopFuse, Manticore Technology, Marketo, Market2Lead, Pardot and Silverpop Engage B2B (formerly VTrenz). There's a new report out from Demand Gen Report, sponsored by Manticore Technology, that reveals the reflections of 53 marketing executives who are using marketing automation systems. As the use of these systems is estimated at only 10% of the overall B2B market, these insights from the trenches will help both vendors and customers prepare for the best outcomes. Well done! | MARKETING INTERACTIONS JANUARY 12, 2012 B2B Content Marketing as Trojan Horse During the webinar, Joe mentioned that Eloqua's logo is getting smaller by design on the content they share. Do you actually think that no one recognizes that Eloqua is providing the content? By making themselves the secondary focus, Eloqua is actually helping their brand gain prominence, as counterintuitive as that may seem. I sat in on the Content Marketing for Real Marketers webinar, with Joe Chernov and Rebecca Lieb , hosted by #CMI and Joe Pulizzi. Diminishing the brand representation in favor of the story enables it to spread. use vs. leverage). bet you do. | MARKETING INTERACTIONS JULY 12, 2011  How to Get Buy-in for Marketing Automation Today, Eloqua released a new guide designed to help marketers gain C-level buy-in for marketing automation. This probably isn't what Joe, Brian and the rest of the folks over at Eloqua will be overjoyed that I chose to write about, but if you're looking for a template for how to create relevant, personalized marketing campaigns, go download this guide ! It's brilliant. | | | | | | | |
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MARKETING INTERACTIONS | WEDNESDAY, AUGUST 25, 2010 Juan Eloqua's Grande Guide to Lead Scoring
Eloqua has released the first in a series of B2B marketing guides labeled the Grande Guides. To have a bit of fun, they've also created Juan Eloqua - who's quite a Bold and Smoky guy whose specialty is growing fine coffee and, of course, revenues. What I want to discuss in this post is one of the predictions Eloqua makes at the end about the future of Lead Scoring. This first one is on Lead Scoring. If you haven't met Juan, you should. The Grande Guide to Lead Scoring is a nice educational piece. So I won't cover it here - go get your own copy. MORE >> -
MARKETING INTERACTIONS | THURSDAY, OCTOBER 21, 2010 What Does Your Funnel Look Like?
Steve Woods , from Eloqua, created a funnel to analyze marketing's impact on revenues. Yesterday, I wrote about static value. Today, I'm writing about the need to revisit your idea of the pipeline funnel to see if it might have changed without you noticing. Focus.com - thanks to Craig Rosenberg and Sarah Miller - invited 14 Focus Experts to share their picture and definition of the B2B sales and marketing pipeline funnel. was very happy to be included in the fun! Download your copy here. My funnel is more of a horizontal cylinder focused on the buyer perspective. MORE >> -
MARKETING INTERACTIONS | TUESDAY, DECEMBER 21, 2010  B2B Marketing Stocking Stuffers & Holiday Cheer
Don't overlook the Toe of Your Stocking: And, finally, take a listen to Joe Payne, CEO of Eloqua, discuss what's needed for a new breed of marketer in his interview with the folks at Software Advice. With the holiday break approaching, there are four resources I thought you might find useful to help you think about what you'd like to improve and add to your B2B marketing plans for the coming year. Pour yourself a glass of egg nog and settle in with this: The Top 10 B2B Marketing Mistakes - created by Dianna Huff. Not Marketing the Website (Being invisible is not the goal). MORE >> -
MARKETING INTERACTIONS | SUNDAY, NOVEMBER 29, 2009 27 Benefits from B2B Lead Nurturing
Companies like Genius.com , Marketo , Manticore Technology , Silverpop , Eloqua — and others — are the engines behind nurturing programs. Many B2B marketers will tell you they have a nurturing program. If you ask them what benefits they hope to gain, they'll likely talk about the goals for the program in relation to the number of sales opportunity conversions or revenues produced from marketing-driven customer acquisition. In no particular order, here are 27 benefits that came to me off the top: Interest/Pain identification. Increased credibility (propensity to opt in). MORE >> -
MARKETING INTERACTIONS | WEDNESDAY, DECEMBER 15, 2010  A Leaf on the Marketing Blog Tree
I'm honored to have my leaf on The Blog Tree created by Eloqua with JESS3. In their post about The Blog Tree , Eloqua refers to the new book Content Rules as their inspiration for re-imagining a list. And I especially like my lofty view from the top. But, what inspires me most about the Blog tree is that I'm reaping the benefit of all the other leaves as they send their insights and expertise up the tree to feed my thinking and let me play with their ideas. They've taken a simple—but boring and overused—idea of creating a resource and added context and creativity. MORE >>
- Webinar Q&A: Content is Marketing Currency MARKETING INTERACTIONS | SUNDAY, JUNE 6, 2010
- Content Design for Nurturing Insights - Marketing Interactions MARKETING INTERACTIONS | WEDNESDAY, AUGUST 20, 2008
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