The trouble is, when most marketers hear the word 'analytics,' they tend to think of the metrics you'd typically associate with a web analytics tool like Google Analytics -- traffic, bounce rate, unique visitors, etc. HubSpot CMO Mike Volpe can clarify: "Web analytics measure things a webmaster cares about, like page load times, page views per visit, and time on site. Marketing analytics, on the other hand, measure business metrics like traffic, leads, and sales, and which events (both on and off your website) influence whether leads become customers. In search? MORE >>

That points to the evolving nature of the market, and the key functions of lead nurturing, scoring, and automated triggers becoming part of email marketing and other marketing solutions. Marketing Automation Software Guide published a  B2B Marketing Automation market map that shows a few other players I ignored for the timeline above, like SAP and Oracle because although they do have marketing automation capabilities it is not their core business (and I don’t agree with tagging Salesforce.com as a marketing automation solution). What do you think ? Very helpful article. MORE >>

Home Forrester Research « Getting Up Close and Personal | Main | Social Technographics Data Now Available » March 20, 2008 B2B Lead Management Market Heats Up [Posted by Laura Ramos ] Since the start of this year, I’ve been receiving a boatload of briefing requests from companies wanting to show me their lead generation and management solutions. Most recently, Marketo just announced their lead management solution. I know Suresh Vittal includes lead management as a component of his enterprise marketing platform. Lead farming? MORE >>

Nurture The Leads In Your Sales Funnel – On Social Media - Lead Views , August 27, 2010 Today, in most B2B companies, the marketing departments engage in Lead nurturing programs. Lead nurturing in fact becomes an integral part of the Lead Management process for those companies which use Marketing Automation solutions. In both these scenarios, emails emerge as the most popular lead nurturing channel. Here are a few options for optimizing your content for search marketing: Study Google and search engine optimization (time-consuming). Pause. MORE >>

Lead generation marketing efforts by Clik Arts saw their leads increase by 3x at first and then jump to an overall 6x increase, eventually getting them acquired by Intel in late 2009 due to their businesses overall success and use of an integrated digital marketing platform. Lead Generation Marketing Challenge. He needed a marketing platform that would bring him qualified customers, that he could manage on his own and that would fit within his startup budget. Solution For Their Lead Generation Marketing. The Results Of Their Lead Generation Marketing. MORE >>