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Building Your Content Brand In The Content Marketing Arms Race

B2Bbloggers

Soon, every vendor in just about every market will be offering eBooks, white papers, videos and hard-covers. Fostering Innovation – Eloqua Experience Day Two Keynotes 10. Unleashing Your Revenue Engine – Eloqua Experience Keynote Recent Guest Bloggers 1. But now everybody is in on the game. In other words, what used to be a real differentiator will become the new minimum.

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Your B2B Marketing Plan Doesn't Need Twitter. Or Does It.

B2Bbloggers

Here are three reasons why: A greatly expanded network of strategic partners, industry influencers, prospects, qualified vendors, research and reference sources, and professional friendships. Fostering Innovation – Eloqua Experience Day Two Keynotes 10. Unleashing Your Revenue Engine – Eloqua Experience Keynote Recent Guest Bloggers 1. Or Does It? You know it all. Great!

#B2BChat: Analysts, Analyst Relations and Influencers in B2B.

B2Bbloggers

Much of this is as a result of the increased pace of technology development, as well as economic uncertainty and a desire on the part of both vendors and end-users alike to mitigate risk in purchasing/partnership decisions. Fostering Innovation – Eloqua Experience Day Two Keynotes 10. Unleashing Your Revenue Engine – Eloqua Experience Keynote Recent Guest Bloggers 1.

B2B Marketing Predictions: Six Things That Won't Happen In 2011.

B2Bbloggers

Marketing Automation vendors will not stop duking it out in the blogosphere Throughout 2010, Marketo, Eloqua, Genius, Loopfuse, et al have been openly dueling with each other on their blogs , on other’s people’s blogs , social networks , and in the press. Fostering Innovation – Eloqua Experience Day Two Keynotes 10. Unleashing Your Revenue Engine – Eloqua Experience Keynote Recent Guest Bloggers 1. Predictions. And More Predictions. It’s that time of year for endless optimism and lists of b2b marketing predictions for what is going to shape the upcoming year.

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Predictive Marketing Vendors Look Beyond Lead Scores

Customer Experience Matrix

Maybe I shouldn't be surprised that predictive marketing vendors seem to have anticipated this. The past week brought three more announcements about predictive vendors expanding beyond lead scoring. This isn’t a new service for Radius but it’s one that only some of the other predictive modeling vendors provide. They are, after all, experts at seeing the future.

Raab Report: Financial Comparison of B2B Marketing Automation Vendors

Customer Experience Matrix

I’ve been so busy analyzing the new VEST data that I missed the announcement that Eloqua’s would make its initial stock offering today. For companies like Eloqua and its competitors, there are really two big financial questions: how fast can they grow, and how can they become profitable? Still, this suggests that Marketo might be able to fetch a higher price than Eloqua.

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

Customer Experience Matrix

The non-specialist vendors such as IBM Unica and SAS, are not included in these figures but also have significant revenue in this segment. As before, vendors closer to the top have the most appropriate features for this segment, and those further to the right have the most similar customer base and company resources. This is 5% of industry installations and 25% of industry revenue.

Infer Releases New Predictive Behavior Scoring for Oracle Eloqua

Infer

Infer Inc. , a leading predictive sales and marketing platform that helps companies win more customers, today announced the most advanced predictive behavioral modeling solution for the Oracle Eloqua platform. After proven success with early customers, Infer is rolling out its updated behavior scoring solution for any company that uses the Oracle Eloqua marketing automation system.

Microsoft Buys Marketing Automation Vendor MarketingPilot: Start of Something Big?

Customer Experience Matrix

Microsoft today announced the acquisition of marketing management system vendor MarketingPilot , which will become part of its Dynamics CRM group. More specifically, it’s a major acquisition by a CRM vendor, helping to fulfill everyone's favorite prophecy that marketing automation and CRM will eventually merge. Financial terms were not disclosed.

The Sales Perspective – An Interview with Jill Rowley of Eloqua

ANNUITAS

For example, is this a buyer that is researching the question, “Why marketing automation?” or maybe, “Why Eloqua?” or have they even gotten to the point of “Why?”   By engaging early in the conversation, the sales person has a better understanding of how educated the buyer is and can then map relevant activities and content. Social media gives me the opportunity to be part of the conversation and share content whether it is Eloqua-branded, industry articles, or thought-leadership pieces.  We recently had the chance to catch-up with Jill Rowley a.k.a Marketing Automation

Oracle Eloqua Named a Leader in the Gartner Magic Quadrant for CRM Lead Management

It's All About Revenue

by Eloqua | Tweet this The 2013 Gartner Magic Quadrant for CRM Lead Management has been published and Oracle Eloqua is in the Leaders quadrant for the second consecutive year.  Gartner evaluates vendors in a Magic Quadrant on two main dimensions – completeness of vision and ability to execute on that vision. 

Why Marketing Automation Vendors are Talking “Inbound Marketing” and “Content Marketing” [Chartapalooza]

It's All About Revenue

At Eloqua, we’re proud our content marketing program has earned more awards than anyone else in our category. To which term – content marketing or inbound marketing – should marketing automation vendors hitch their messaging wagon? Content Marketing Eloqua google insights inbound marketing marketing automation seoThe question is, Why ? Marketers love the next new thing.

ABM Vendor Guide: State-Based Flows to Orchestrate Account Treatments

Customer Experience Matrix

Next up in this series on ABM sub-functions described in the Raab Guide to ABM Vendors : State-Based Flows. ABM Process System Function Sub-Function Number of Vendors Identify Target Accounts Assemble Data External Data 28 Select Targets Target Scoring 15 Plan Interactions Assemble Messages Customized Messages 6 Select Messages State-Based Flows 10 Execute Interactions Deliver Messages Execution 19 Analyze Results Reporting Result Analysis 16 Your first reaction that may well be, What the heck is a State-Based Flow? That's no accident. Either approach can be effective.

Ranking B2B Marketing Automation Vendors: How I Built My Scores (part 1)

Customer Experience Matrix

Summary: The first of three posts describing my new scoring system for B2B marketing automation vendors. I’ve finally had time to work up the vendor scores based on the 150+ RFP questions I distributed back in September. vendor strength , which assesses a vendor’s current and future business position. Vendor strength will be scored on a separate dimension.

Eloqua Goes Titanium

It's All About Revenue

by Joe Chernov | Tweet this Salesforce.com dubs their annual Dreamforce conference “The Cloud Computing Event of the Year.”  We think that’s an understatement.  It might just be the event of the year.  It’s got it all: superstar speakers, a veritable “who’s who” list of attendees, all the top cloud vendors, and always an immensely entertaining entertainer.  Because it’s such an epic event, Eloqua is thrilled to have upped our involvement in 2011.  Digital Marketing cloud computing Demand Generation Dreamforce Dreamforce 2011 Eloqua Marc Benioff marketing TwitterShare email.

4 Key Marketing Technology Takeaways From A Forrester Wave

It's All About Revenue

report entitled “The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014.”. In the report, principal analyst Lori Wizdo writes that L2RM platforms “generate a great deal of customer insight that has not been leveraged to any great degree by the current functionality of the platform vendors. The vendor web site is an important first impression engagement forum.

Acquisitions Reshape the Marketing Automation Industry: Growth at the Bottom, Room in the Middle, Fog at the Top

Customer Experience Matrix

Raab Associates officially released the new edition of our B2B Marketing Automation Vendor Selection Tool (VEST) yesterday. This is our flagship report on the industry, with nearly 200 data points on 23 vendors and separate ratings for micro-business, small to mid-size companies, and enterprise marketing departments. See www.raabguide.com/vest for details.

Eloqua, TopRank, Demandbase and More – OMS Minneapolis Wrapup

Webbiquity

Steve Woods , Eloqua. Online buyers discover information in three ways, which require three different approaches to capitalize on: active search (use SEM), passive search (use content marketing and SEO), and influence (social media). • A common issue for B2B vendors: how do you sell “boring stuff&# online? Research, through social media, has to fill in much of this gap.

ExactTarget and Eloqua Stake Their Claim To Centralized Customer Management

Customer Experience Matrix

You probably saw ExactTarget ’s June 13 announcement of its strategic partnership with Marketo and Eloqua ’s June 21 announcement of its new AppCloud marketplace for connectors with other systems. But it took a little while to connect with the vendors to get the details, so I’m only now ready to write about them. That Eloqua sees itself as the center of a marketing infrastructure isn’t surprising, although it does show how far we've traveled from the once-common view of marketing automation as an auxiliary to the sales automation “system of record”. So did I. Oh well.

Yesterday's News: Marketo Plans IPO, Eloqua Eyes B2C

Customer Experience Matrix

There were two bits of news from Marketing Automation Land yesterday: Marketo announced it has filed a draft registration statement for an initial public offering, and Eloqua CEO Joe Payne was quoted as saying his company plans to expand into business-to-consumer marketing. Previous marketing automation leaders including Eloqua, Unica, and Aprimo all ended up as part of larger organizations.

Help! I Need a Marketing Automation Vendor with Social Media Savvy

WindMill Networking

According to The Annuitas Group, a demand generation consulting firm, there are more than 100 vendors , and their features vary significantly. This means that picking the right automation vendor is a lot harder than choosing a flavor of ice cream at Baskin-Robbins. One of the most common questions about marketing automation that I hear is, “Can you give me the names of some vendors?”

Insights from Eloqua's IPO Registration Statement

Customer Experience Matrix

Summary: Eloqua's registration statement offers new and interesting details about its business. Eloqua last week filed for an initial public offering of its stock. Eloqua’s was no exception. expected it to grow as Eloqua sold into larger accounts. Eloqua doesn’t offer an explanation, but my guess is heavy competition forced them to reduce prices during this period.

How Marketers Are Managing The Buyer Journey [Infographic]

It's All About Revenue

In 2012, Forrester indicated that buyers could be up to 90% through their buyer’s journey before even reaching out to a vendor. As you’ll see from our latest infographic done in partnership with Oracle Eloqua, there are plenty of opportunities. by contributor | Tweet this Editor’s Note: Today’s post comes courtesy of Jen Augustin, Senior Director of Marketing, Bizo.

Going Public is a Mile Marker, Not a Finish Line

It's All About Revenue

At Eloqua, we consider an IPO to be a mile marker, not a finish line. Today, when we began selling shares of Eloqua (ELOQ) to the public on the NASDAQ stock exchange, we crossed just another mile marker on our journey to become a company that changes the way others do business. They have chosen us because we’re not simply a vendor hunting logos. Here at the NASDAQ, Eloqua is just stepping out of the starting block, and our goal is to see our customers on the medal stand. This is the single most important metric impacting our business.

9 Things Marketers Need from Marketing Automation Vendors and Consultants – Part 2

ANNUITAS

In our last post , we introduced a list of 9 things marketers need from marketing automation vendors and consultants.  We came up with this list to help make sense of “the noise” being generated by software vendors and service providers in the space (yes, we are one of those providers).  Over the last few years, many consultants and vendors have been using the “quick and easy” language in their marketing and sales lingo.  Instead of promising “everything”, the vendor/consultant community should focus on their sweet spot.  If you don’t offer it, let your prospects know.

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9 Things Marketers Need from Marketing Automation Vendors and Consultants – Part 2

ANNUITAS

In our last post , we introduced a list of 9 things marketers need from marketing automation vendors and consultants.  We came up with this list to help make sense of “the noise” being generated by software vendors and service providers in the space (yes, we are one of those providers).  Over the last few years, many consultants and vendors have been using the “quick and easy” language in their marketing and sales lingo.  Instead of promising “everything”, the vendor/consultant community should focus on their sweet spot.  If you don’t offer it, let your prospects know.

Spin A Story That Stands Above The Noise: Content Marketing Tips From ?Ardath Albee

It's All About Revenue

Join Ardath Albee , author of eMarketing Strategies for the Complex Sale , and our community of modern marketers at Eloqua Experience 2013 at the Hilton Union Square in San Francisco. Learning what’s needed to solve a problem is a progressive experience — as is building trust in a vendor and the confidence to make a purchase decision. Stories are difficult to copy. Can you explain?

Marketing automation is not marketing strategy

Biznology

Even the marketing automation software vendors themselves recognize the importance of strategy for their own success, as well as that of their clients.  Eloqua, too, makes a strong case for strategy in its guide, “6 Pitfalls to Avoid in Your Marketing Automation Journey,”   which contains the important reminder to avoid putting “too much focus on technology, and not enough focus on buyers.”.

Social Media Features in Marketing Automation Systems: Who Does What?

Customer Experience Matrix

So marketing automation vendors are understandably eager to support it in their systems. recently took a quick tour of vendor sites to see what social features they’re offering. need to stress that I’ve only credited vendors for features they list on their site. As I wrote above, most vendors probably have most of them even though the chart doesn’t show them.

The Use of Third Party Content: Who’s Down With OPC (Other People’s Content)?

It's All About Revenue

by Amanda Batista | Tweet this Inspired by a CMO Council report (June 2013) that suggested B2B buyers trust independent third party content more than vendor-branded content, we (LookBookHQ and Oracle Eloqua) wanted to explore the use of third party content in our recent report – Eloqua Community: The State of Content Marketing 2014. Know it, and walk it!

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. My brief answer was that the biggest difference was less functionality than the target markets the different vendors pursue. B2b marketing automation) vendors, with links to my reviews where I've written one. The vendors are divided into four categories based on my understanding of their target customers. also promised a blog post on the topic. Here it is.

When Marketing Automation Is the Wrong Solution

Digital B2B Marketing

Led by Eloqua (now part of Oracle) and Marketo (with a very successful IPO last week), today marketing automation companies are collectively worth billions. Marketing Technology eloqua marketing automation marketo You wouldn’t jump in your car to go from the living room to the kitchen or pull out the chainsaw to cut a stick of butter. When Marketing Automation Is Unnecessary.

Is “social media campaign” an oxymoron?

Chris Koch

Marketing automation vendor Eloqua released a SlideShare entitled 10 ways to “solve” Facebook for B2B. The presentation mostly hypes Eloqua’s Facebook campaign, but a couple of things stood out for me. One was that a sweepstakes drove 43% of the traffic to Eloqua’s Facebook page, far more than other sources. ITSMA Research Latest Post Social Media B2B marketing Business-to-business Eloqua Facebook ITSMA LinkedIn marketing Marketing Automation SlideShare Thought Leadership Twitterwould have had only slightly less disdain for the audience for these campaigns.

Eloqua’s “Juan Eloqua” Campaign: Email Creative at Its Best

The Point

The email below from marketing automation vendor Eloqua is part of one of those rare B2B campaigns that combines email marketing best practices with an impeccably executed creative concept. In this email, however, nothing escapes the creative treatment, not the “from” field (Juan Eloqua), the name of the offer (Grande Guide), even the download button. Absolutely not.

Does Rapid Technology Adoption Breed Long Term Success? [CHART]

It's All About Revenue

There were as many IT executives in attendance scouting out marketing solutions and questioning vendors as there were marketers. I’m not sure you would have seen that — even five years ago.  As Oracle Open World unfolds this week it be interesting to see if that trend continues. CHART] is from Eloqua’s It’s All About Revenue, a Blog Covering Business To Business Marketing.

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

The Point

HS: How are you different from marketing automation vendors like Eloqua or Marketo at addressing this issue? However, our approach is very different from the marketing automation vendors and here are three examples. HS: Where did the idea for Full Circle CRM’s product come from? It was the third time they had worked on such a request. HS: What’s the key problem you solve?

The 14 Best Marketing Automation Tools

Webbiquity

Pricing:  contact vendor. Showcase reviews:  201 Digital. 7) Oracle Eloqua. dotmailer Drip eConsultancy HubSpot Hunter & Bard InTouch JumpLead Leadpages Leadsius marketing automation tools Marketing Insider Group MarketingLand Marketo OpenEMM Oracle Eloqua Pardot SalesAutopilot SimplyCast SmartBug Media SnappAppMarketing can’t be automated.) ” —  201 Digital.

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The 4 Things I Never Want to Hear on a Sales Call

It's All About Revenue

And I get calls from vendors all the time. When a vendor calls, I use it as an opportunity to dissect their sales call techniques, looking for what works and what doesn’t. I’ve sold in the past and I know what it’s like to pitch someone like me – it’s not pleasant.  So I’m sharing tips on what I never want to hear on a sales call. 1. “Our claim to fame is [insert vendor babble]…” If you have to start with that statement, it completely deflates the impact of the differentiator. At all. Tell me more” 3.

Why Your CMO Doesn’t Like You

It's All About Revenue

If you want to impress the CMO, you need to responsibility for projects and not ship the work off while expecting a great return. “I find all too often that managers lacking experience expect others, or more commonly vendors, to go away and do the work and return to them when it is done,” said John McAuliffe, CMO of VFM Leonardo. But often personality isn’t the problem; it’s performance.

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New Marketing Automation Report: Venture Funding is Key to Success

Customer Experience Matrix

I released the 2012 edition of our B2B Marketing Automation Vendor Selection Tool (VEST) report today, an event that deserves more hoopla that I’ve given it. The VEST provides by far the most detailed, objective information available on industry vendors. There was some speculation last year that the micro-business vendors were growing the fastest. Myth busted.