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My online influencer research and engagement process

Biznology

mean, you may think it’s a long way down the road to the chemist, but that’s just peanuts to the Internet ) to come up with a hyper-targeted list of online influencers with whom to engage during the online influencer outreach, long-tail blogger outreach, and social media marketing campaigns I run for my clients. [ Sign up for our emails here. Really big. Got it?

Radian6 Email Campaign Hits the Mark

The Point

There’s a lot to like about the email below received last week from Radian6 , makers of social media monitoring tools (and recently acquired by Salesforce.com.) Even with images turned off, the only things missing in this email are the illustration and the company logo at top left.). Most notable: not once in the entire copy is the company or product mentioned. What I like: 1.

Marketing Automation Systems are on the Rise

Webbiquity

Developing a personal rapport with businesses has been an enduring characteristic of successful B2B marketing, so it seem counterintuitive to rely on automated emails and social media platforms. series of emails may pique a client’s interest, followed by phone calls to get more in depth and a meeting to seal a deal. Guest post by Gene Morris. What is Marketing Automation?

What Tools and Management Systems Work Best for B2B Lead Generation

B2Bbloggers

From whitepapers to email campaigns to educational webinars and social media it can become hard to manage. Sales Management Systems Salesforce.com is a sales management system many companies rely on. Lead Nurturing Using Salesforce and other similar programs will allow your company the ability to target leads using a drip campaign approach.  50 Ways To Make 2011 Rock 2.

Email 11

[Cartoon] The Leads Are With Sales

It's All About Revenue

by Michael Martin | Tweet this It was hard work and long hours , but Ellber finally got his email campaigns out. It turns out, not every person that opened the email – or even clicked through – is the right fit. See how ‘Amazing eZPutty’ can help you solve all of your email marketing challenges in this fun infomercial … Share email.

Using Big Data as Revenue Driver: Interview with Data.com’s Andy MacMillan

Modern B2B Marketing

Our customer, Motorola Solutions, saw a significant increase in form conversions from their email campaigns by moving to the use of targeted lists with segmented messages. All of this data along with company profiles is accessed in the cloud directly in salesforce.com. One of which is Andy MacMillan, Salesforce Data.com’s Senior Vice President of Products and Marketing.

Lead Nurturing, Lead Scoring and the World Cup

Modern B2B Marketing

They were looking for four things: Ability to target limited telemarketing (BDRs) to call the right person. A way to leverage global marketing campaigns and a faster, easier way to create and change landing pages and capture leads. Before” was a three-stage cycle, delivering leads generated from awareness campaigns to the web and then onto their BDR. Target profiling and lead scoring.

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

Fearless Competitor

beleaguered salesperson recently reached out to me and said “ I’ve called EVERYONE in our Salesforce.com database and I have zero prospects! The top problem marketers say they have is creating engaging content.  As Joe Pulizzi of The Content Marketing Institute says “Content fuels everything in marketing today – lead nurturing, pay per click ads, email campaigns, etc.

How Should I Structure My Marketing Automation Team?

Modern B2B Marketing

According to Cristan Hutto, Marketing Operations Manager at Websense, “With a team of my size (three), we are able to effectively support corporate campaigns and the global marketing managers with their regional marketing programs.” Email Specialist – Schedules and creates all the programs/campaigns for email execution worldwide (one full-time employee). Basically, Ms.

How Should I Structure My Marketing Automation Team?

Modern B2B Marketing

According to Cristan Hutto, Marketing Operations Manager at Websense, “With a team of my size (three), we are able to effectively support corporate campaigns and the global marketing managers with their regional marketing programs.” Email Specialist – Schedules and creates all the programs/campaigns for email execution worldwide. (1 full-time employee). Basically, Ms.

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

Customer Experience Matrix

This includes detailed research into keyword rankings for the client and competitors, analysis of Web pages for features that improve search ranks, an inbound link manager, and a Twitter client to publish posts and embed trackable URLs that measure campaign results. Emails are delivered through ExactTarget. There are no real multi-step campaigns, however.

How to Ensure a Successful Inside Sales ‘Nurturing’ Campaign

Sales Prospecting Perspectives

From my experience working within Salesforce.com, we found an efficient way to capture useful information from our nurtured accounts and put it to use for our Inside Sales Reps. Capturing this information allows us to pull insightful reports for analysis, segment strategic lists for follow up or create customized email campaigns around this bucket of contacts. Few would argue that many accounts and prospects that need to be nurtured can often be overlooked. In the stream of advice and information discussing the inside sales process, I feel that lead nurturing is neglected.

Can CRM Add-Ons Replace Marketing Automation?

Customer Experience Matrix

Vendors have made the bet by building marketing automation add-ons to a CRM system instead of building a stand-alone marketing automation product.* I wrote in February about ClickDimensions , which adds advanced email campaigns and Web tracking to Microsoft Dynamics CRM. Of course, the jackpot here is Salesforce.com. Predictive Response has a broader range, with more advanced email features, including split tests, content templates, and branching campaigns, as well as Web visitor tracking, lead scoring, dashboards, and some data cleansing on form entries.

CRM 38

Mega-List of Features in Marketing Automation (That You Won’t Find in CRM)

Modern B2B Marketing

salesforce.com, Microsoft Dynamics CRM), so why do I need marketing automation ”? Salesforce recently rebranded their social marketing application as the Marketing Cloud, and their website says you can use their solutions to “optimize campaigns from lead to close, on every channel”. Similarly, Email and Online Marketing. emails). No (except salesforce.com Radian6).

CRM 38

Digital Marketing Glossary, Part 1

Marketing Action

Note that we’re developing glossaries for SEO and email deliverability, so most terms that apply in those disciplines are left out of this one. Emails and landing pages are the most-tested properties. The Email Experience Council ). Uses: Paid, earned, and owned media; sales, customer success, training, marketing campaigns, web pages, microsites, as offers, and more.

BANT 30

HubSpot's Strategy for Winning the Marketing Automation Horserace

Customer Experience Matrix

This involves strengthening its “middle of the funnel” tools for more powerful email, better segmentation and content selection, and enhancing lead profiles with data from social media. Indeed, CTO Dharmesh Shah said their goal is to “leapfrog” current marketing automation vendors by replacing their focus on email marketing with a focus on social media. HubSpot's purchase of Performable will also improve its Web analytics, event tracking, and email campaign capabilities. Here goes. The company is now doing more to help marketers nurture the leads its attracts.

How HubSpot Rocked 2011: A Year in Review

Hubspot

March 8: HubSpot raises $32 million in funding from Sequoia Capital, Google Ventures, and Salesforce.com. HubSpot added fully integrated email marketing capabilities. HubSpot launched enterprise lead nurturing tools so users could create highly targeted email campaigns in seconds. HubSpot Customer Achievements in 2011. HubSpot customers generated a grand total of 12.4

Drip Campaigns: Tips From Marketing Automation Monday

LeadSloth

The topics for these meetings was drip campaigns and lead nurturing. You need to tailor your drip campaigns to different audiences. via progressive profiling), so they could run more targeted campaigns. An email marketing vendor found out that people searching for "newsletters" are less sophisticated than those who search for "email software" That's useful info to fine-tune your nurturing programs. Several people mentioned they were feeding product usage information to their Marketing Automation system to tailor the drip campaigns.

Four Signs That You May Need Marketing Automation Help

Modern B2B Marketing

They can eliminate that backlog of campaigns and processes for you and then turn them over to your staff—or they can run everything until you get that needed marketer hired. by Kelly Waffle I recently finished a book on Thomas Edison. That is what we as marketers try to do with marketing automation—make the process of marketing more efficient, long-lasting, and available.

B2B 10

Is the In-House B2B Marketing Department Going Away?

Everything Technology Marketing

We sure see this trend in the marketing automation platforms we use on a daily basis – webcasts, email campaigns, lead management, and many more. Sure, marketing departments have always outsourced campaigns, creative services, and projects to ad/PR/creative agencies. One of the interesting topics that came up was outsourcing. Is marketing moving to a subscription based model?

Top 32 B2B Marketing Posts and Hot Topics of Social Media Forecast

B2B Marketing Zone Posts

Monday Marketing Term: Content Mapping - Marketing Genius Blog , April 26, 2010 Content mapping is the process of understanding and organizing the flow of content for your website, nurturing campaigns or blog, so it can be presented to your audience ( personas ) based on their needs and stage in the buying cycle. dials to tune in your lead generation process - B2B Lead Generation Blog , April 19, 2010 It’s important to think of lead generation as a process, rather than an isolated event, or a series of campaigns. Best of B2B Marketing. April 2010. like numbers. Thanks Chris!

Best 14

Active Conversion Offers Strong Lead Management and Leaves Out the Rest

Customer Experience Matrix

The classic demand generation cycle starts with an outbound email campaign, captures replies on a landing page, scores the responses, and then sends qualified leads to a sales automation system and keeps the others for more nurturing. Leads can enter from channels other than email. As an outgrowth of search engine marketing specialist FoundPages , the system naturally incorporates strong features for tracking Google AdWords campaigns, calculating return on investment, and measuring visitors’ Web activities. The nurturing campaigns themselves are also quite simple.

Aprimo Marketing Studio Supports Sophisticated Business Marketers

Customer Experience Matrix

Small digression: most business marketing systems are designed around data from a sales automation system such as Salesforce.com. This starts with the core functions of any business marketing system: outbound and multi-step email campaigns, landing pages, Web behavior tracking , lead scoring, Salesforce.com integration, reporting and content management. The system then draws on Aprimo’s heritage in marketing management to add detailed cost tracking, project management, asset workflow including annotation and commenting on PDFs, and a flexible campaign calendar.

LoopFuse Offers No-Frills Demand Generation

Customer Experience Matrix

The process to set up multi-step campaigns (which the vendor calls “lead flows”) is now quite straightforward. For example, the retrial node might check every hour to see whether someone has responded to a previous email. The only direct action available in an activity node is to send an email; all other options involve updates to the CRM system such as adding a lead, changing data, or assigning an activity. The conditional nodes can check for several specific conditions, such as email responses, Web page visits, CRM lead status, data values and lead scores.

Treehouse Interactive Refines Its Features and Targets Larger Firms

Customer Experience Matrix

Its marketing automation system offers the usual range of functions: email, Web analytics, landing pages, multi-step campaigns, lead scoring, CRM integration, ROI reporting. The greatest divergence from industry norms is Treehouse contacts always enter campaigns by completing a form. Other systems select campaign members with rules that can access a broader set of data. In addition, Treehouse originally required all subsequent campaign steps to execute the same actions on the same schedule. This might foreshadow attrition problems at other vendors.

Hubspot Offers Small Business Marketers a Big Bundle of Features

Customer Experience Matrix

The current version also hosts landing pages and Web sites, manages a lead database with profiles and Web activity history, generates lead scores, sends alerts to sales people, and synchronizes data with Salesforce.com. All that’s missing to be full-blown demand generation system is outbound email and lead nurturing campaigns—which the company has announced it will add. It's part of a general lack in Hubspot of the “campaign” orientation found in most marketing automation systems. Small businesses willing to invest some effort should be pleased with the results.

Act-On Software Does List-Based Demand Generation

Customer Experience Matrix

If you look at the Web site of Act-On Software , you’ll see a typical set of demand generation features: email marketing, demand generation (equated with landing pages and forms), lead nurturing, Website visitor tracking, channel (partner) marketing, and lead scoring. In most ways, working with Act-On is like working with other products: users build emails, landing pages and Web forms; track activities through page tags and cookies; do scoring and segmentation with activity history and lead attributes; and pass qualified leads to Salesforce.com. It’s pretty limited.

Dreamforce 2009: The Secrets to Email Marketing Success: A Marketing Panel

Modern B2B Marketing

Last Thursday at Dreamforce, I had the chance to attend The Secrets to Email Marketing Success: Marketing Panel. This panel session focused on how to get more from email marketing as well as discuss the latest trends and strategies in email marketing. The Sending one generic email to everyone doesn’t work. Go Viral - Encourage sharing in your email.

Genoo Offers Web Marketing for Small Business

Customer Experience Matrix

The commenting system captures a URL, link text and Twitter name in addition to the usual first/last name and email address. Submission can also trigger a confirmation email, send the visitor to a confirmation Web page, and send an alert email to company staff. and behaviors such as number of site visits, time since last visit, and number of emails. The system can send emails through list selections or nurture programs. Nurture programs contain one or more emails, each sent a specified number of days after the initial trigger event. So far so good.

ClickDimensions Offers Marketing Automation as a Microsoft CRM Add-on

Customer Experience Matrix

ClickDimensions does pretty much the standard marketing automation activities: email, landing pages, Web visitor tracking, drip marketing campaigns, and lead scoring. After all, separate systems must synchronize databases, campaigns, users, content libraries, activity histories, and other things, adding cost and complexity. Perhaps more important, ClickDimensions use the Dynamics CRM platform to handle data management, campaign workflows, and user rights. ClickDimensions has its own email engine, replacing the product’s original reliance on ExactTarget.

Net-Results Simplifies Demand Generation for Small Business

Customer Experience Matrix

Email campaigns are targeted at segments; Web visitors are classified into segments; behavior alerts are triggered by segments; lead scores are assigned to segments; leads are sent to the sales system based on segments; reports are run against segments. This process has five functions: send emails to prospects; capture responses on landing pages; score leads; send qualified leads to sales; and nurture non-qualified leads with multi-step campaigns. They’re assigned to campaigns by defining entry conditions for campaign steps, which the system calls “actions”.

How will the Salesforce/Jigsaw acquisition change the B2B industry?

Fearless Competitor

To look the problem, let’s examine just one industry, E-Commerce, and see the results of their email campaigns: less than 1 in 5 emails is opened (19.8%) and. But the Salesforce.com/Jigsaw deal opens new opportunities. To illustrate take that 17 required field signup form: Imagine if someone went to that white paper signup form and entered her email address. The data quality problem. If we don’t know you, we can’t sell to you. And if we ask for too much, we lose you. over 4.5% bounces, has an abuse complaint or unsubscribes. Source: MailChimp). Thanks.

SalesFusion Combines Online and Offline Marketing with CRM

Customer Experience Matrix

This breadth isn’t accompanied by tremendous depth: SalesFusion’s campaign management and built-in CRM tools are a bit limited. But the system does offer a comprehensive solution for smaller firms and, at least on the CRM side, can integrate with more powerful solutions including Salesforce.com , Microsoft Dynamics CRM and Siebel CRM On Demand. Results from all these channels are managed through a unified campaign structure, which creates a hierarchy of campaigns and subcampaigns to allow channel-level rollups. Look, I know online marketing is important.

Infusionsoft: Impressive Marketing Power for a Very Low Price

Customer Experience Matrix

Three of the five core demand generation functions are clearly there: outbound email, Web forms, and lead nurturing campaigns. The fifith core function, integration with Salesforce.com , is not provided because Infusionsoft has its own sales automation capabilities. If advanced lead scoring or Salesforce.com integration are show stoppers for you, then read no further. The system includes an email builder with the usual features such as personalization and required “unsubscribe” links. Two economists are walking on the street. At least it’s worth a closer look.