The Point

APRIL 29, 2021

The most common business case for using a separate email domain is that doing so can help protect a company’s main Web domain (companyname.com) from spam complaints, and thus minimize the chance of that same domain being blacklisted. The post Should I Use a Separate Domain for Marketing Emails? Is this something you’d recommend? ”.

Domain 173

Domain Email Marketing CAN-SPAM Marketing Management 173

The Point

OCTOBER 29, 2021

I can help.”) One of the biggest current trends in Account-Based Marketing (ABM) is the integration of chat technology and personalized conversations to identify, engage, and capture prospects from targeted accounts. can increase conversions AND speed time to sale. Progressive Profiling.

Account Based Marketing 350

Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

DECEMBER 3, 2013

The impact that Oracle’s acquisition of Eloqua will have on that company’s ability to compete effectively in the marketing automation space is fodder for debate. What is more clear, based on the Webcast invitation I received this week (below), is that it hasn’t done much for Eloqua’s own email marketing.

Webcast 100

Webcast Eloqua B2B Thought Leadership Webinar Metrics 100

The Point

JUNE 25, 2019

Fortunately, there are now some excellent third-party reporting, analytics and attribution tools that can help marketers get closer to attribution nirvana. Depending on the marketing automation platform (MAP) you use, this might be captured in different ways (for example: Pardot campaigns, Marketo acquisition programs).

Marketing Attribution 242

Marketing Attribution Work Management Marketing Management Marketing Automation Services 242

The Point

DECEMBER 11, 2018

There was a time, not so long ago, when Marketing Automation went through a similar transition. In the giddy, early days when solutions like Marketo first arrived on the scene, the reigning view was that the technology was all a company needed to solve their lead management and email marketing woes.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

FEBRUARY 28, 2023

Weaving that story into content, ads, and other campaign assets will help your company stand out. MDF Funds & How to Use Them Click To Tweet * Establish firm roles and responsibilities for the review process: marketing, corporate communications, sales, etc. Many will even help write the proposal to apply for funds.

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

OCTOBER 3, 2012

According to business information provider ZoomInfo (see graphic below, further data here ), more than 70 percent of business cards have one or more changes during a 12-month period. The most common changes (in order): job function, phone number, and mailing address.

InsideView 100

InsideView Zoominfo Content Landing Pages 100

The Point

MAY 19, 2020

It wasn’t that long ago, when marketing automation first burst on the scene, that the height of lead nurture sophistication was the simple, automated sending of multiple, sequential emails. Today, advances in marketing technology make such “automation” seem laughably basic. How does your current lead nurturing.

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Scoring 299

The Point

JUNE 30, 2017

A typical narrative in these situations: We’ve been hearing about ABM, our boss is asking about ABM, we want to try ABM, can you help us put together a campaign so we can test the waters and give ABM a try? There’s only one problem: there really is no such thing as an “ABM Campaign.”.

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

MARCH 22, 2019

I say this based, anecdotally, on the number of B2B marketers I talk to who either 1) don’t use lead scoring at all, or 2) have a lead scoring system that clearly doesn’t work (or is completely ignored by the sales team) and have no apparent motivation to fix it. How did we get here?

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

The Point

AUGUST 25, 2020

A basic assessment will enable you to identify gaps in resources, personnel, data, and technology that in turn can help prioritize investment, research and planning. Filling those gaps will make you better prepared to reap maximum benefit from a fully-deployed ABM strategy. – What technologies are available to support an ABM initiative?

Ideal Customer Profiles 147

Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

The Point

OCTOBER 20, 2014

Highlighted by the launch of Salesforce’s own analytics cloud , the current trend in marketing technology is clearly focused on helping marketers make smart decisions and build smarter campaigns. Ascend2’s research also reported that marketers view email as the least difficult lead gen tactic to execute.)

Demand Generation Agencies 100

Demand Generation Agencies Lead Gen Marketing Report Research 100

The Point

AUGUST 20, 2015

Marketing automation has yet to solve the reporting issue. Marketing automation has helped increase lead generation effectiveness by leaps and bounds, but campaign reporting is still a weak link. A recent survey on “marketing automation maturity” reported that only 58% of MA users report on revenue contribution.)

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Scoring Lead Ranking 100

The Point

JULY 17, 2017

IMPACT : Leverage marketing automation (through autoresponders, sales alerts, and other functionality) to ensure that all buyer inquiries are responded to promptly and systematically. FINDING : 72% of respondents said that the timeliness of a vendor’s response to inquiries was a significant factor in selecting a winning solution.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

The Point

JUNE 5, 2018

Earlier this year, Forrester Research conducted a detailed survey of more than 150 B2B marketing decision-makers with the intent of benchmarking the maturity of B2B marketing best practices, focused on revenue marketing and marketing automation. HJS: Marketers scored a mere 2.26

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

FEBRUARY 11, 2014

[PA] If you think about how marketing has evolved, you need to get your back-office systems sorted out before you attack the top of funnel opportunity. Marketing automation and CRM have now become mature, so Captora can now attack the ineffectiveness across the top of funnel. HS] Thanks Paul!

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Scoring 100

The Point

NOVEMBER 29, 2017

In an era when B2B marketing is so technology-driven, marketers can be forgiven for thinking that the only thing keeping them from success is one more layer in their technology stack. It seems almost quaint to suggest that B2B marketers should track success. Yes, there are technologies that will help. Or Predictive.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

APRIL 1, 2014

Recent studies tell us while the adoption of marketing automation technology continues to gain momentum, fewer than 20 percent of marketing executives say that they are fully integrating the technology into their current sales and marketing initiatives.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

APRIL 26, 2018

Modern B2B buyers want to be helped by a salesperson only after they’ve come to a few of their own conclusions. Intent data can help marketers identify a lot of that anonymous research activity. Unfortunately for me (and most others in B2B sales and marketing) there is no magic potion here to predict sales.

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

OCTOBER 29, 2014

For the most part, companies rely on instinct and, perhaps, lead scoring via marketing automation. Do you replace, or complement, the lead scoring that a marketer might already be getting from their marketing automation platform? What else can I sell to my current customers? Predictive analytics is different.

Lead Ranking 100

Lead Ranking Analytics Lead Scoring Conversion 100

The Point

OCTOBER 30, 2013

If you utilize a marketing automation platform, the registration form on your landing page will be pre-populated with the prospect’s contact information, so conceivably all he/she has to do is click on the “submit” button. Landing pages help drive further engagement. You’re not really asking for much.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Landing Pages 100

The Point

MAY 30, 2014

marketing automation and related technologies make it easier than ever for clients to produce campaigns and generate demand using in-house resources. Here’s where I think today’s B2B marketing agency can best compete: • Helping clients get the most out of marketing technology.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

APRIL 26, 2017

At the conference, I talked with a company called Sendoso that empowers marketers to send virtually anything, either digitally (a Starbucks gift certificate, say) or physically (a coffee mug, complete with handwritten note) as part of an automated campaign’s defined workflow, through integrations with systems like Marketo, Salesforce, and Engagio.

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

MARCH 12, 2012

I’ve made the case previously in this space how one of the easiest way to gain a quick return from any investment in marketing automation is to apply the technology towards more efficient and systematic follow-up to inbound leads. It’s a win-win for both sales AND marketing.

Top of Funnel 100

Top of Funnel Bandwidth Sales Qualified Leads Marketing Automation 100

The Point

FEBRUARY 11, 2013

Bonnie Crater is a five-time Vice President of Marketing, a former colleague of this blogger from our days at Oracle in the late 80s, and in 2000 was named one of the “Top 20 Female Executives in Silicon Valley” by San Jose Magazine. HS: How are you different from marketing automation vendors like Eloqua or Marketo at addressing this issue?

Marketing Automation Services 100

Marketing Automation Services Salesforce.com Campaigns Budget Programs 100

The Point

MAY 18, 2010

I was reminded today of just how successful the marketing automation vendors have been (to their credit, it must be said) in defining their solutions as the answer to today’s marketing problems. If so, what do you use, and how does it help build your pipeline?&#. Do you use a specific software for lead nurturing?

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Lead Nurturing 100

The Point

FEBRUARY 27, 2012

Amongst companies who adopt marketing automation technology, the problem of lead score inflation is a common one, mainly due to the rudimentary way in which most companies first decide to assign those scores. attends Webinar, VP-level title or above). assign negative scores for undesired behavior or demographics, or inactivity (e.g.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 100

The Point

NOVEMBER 27, 2018

HS) How does Oktopost help companies capture engagement and ROI from organic social? (DK) DK) Oktopost is a B2B social media management platform that enables marketers to build, measure and execute a social media strategy that caters to the specific needs of B2B marketers.

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

MAY 9, 2017

Steve Patti is a former B2B CMO, agency CEO, and CxO advisor with 30 years of international experience helping brands grow revenues. I talked to Steve recently about the rise of Account-Based Marketing (ABM) , ABM content, and how and where branding and messaging play a role in ABM success.

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

The Point

OCTOBER 14, 2010

Earlier this week, Marketo , the marketing automation company, held its second ever user conference in San Francisco. Based on first-hand impressions, however, it’s not how the vast majority of clients are employing (or even thinking of) marketing automation. It’s all heady stuff.

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 100

The Point

JANUARY 13, 2015

Since email continues to be a dominant channel for most B2B marketers, let me suggest that a good candidate for #1 on your “to do” list for 2015 is to improve the way you measure email campaigns. Unless you’re measuring true email performance – no change you make to copy, design, mobile-friendliness, offer, deliverability, etc.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads ROI Sales Qualified Leads 100

The Point

JULY 15, 2010

Marketing people naturally tend to think in terms of campaigns and “mass&# activities, and that’s exactly what SFDC (or any good CRM system) can help automate in a hurry. Unfortunately, the data in most CRM systems isn’t tight enough to help marketing. DT: Let me give two answers here.

Salesforce.com 100

Salesforce.com Marketing Automation Services Budget Programs Work Management 100

The Point

FEBRUARY 5, 2010

A couple of months ago, in a respected marketing Webzine, there appeared a case study detailing a software company that had gone to impressive lengths to make the most of their investment in marketing automation. But is all that necessary? Not really. But 40 emails? Not so much.

Lead Nurturing 100

Lead Nurturing Rules Leads Lead 100

The Point

NOVEMBER 5, 2009

It’s no secret that I am a fervent evangelist for marketing automation, and at our agency we see the real-life benefits every day in the form of clients generating higher conversion rates, more qualified leads, and shorter sales cycles. HS) Where do you see as the greatest opportunity to improve marketing and sales processes?

Salesforce.com 100

Salesforce.com Eloqua Work Management Marketing Management 100

The Point

NOVEMBER 15, 2010

Most marketing automation platforms make it a simple task to “clone” emails and landing pages, and create variations on the fly. But even with the most sophisticated marketing automation technology at hand, doing so can be a tall order. Take advantage of it. Here are 5 ways to consider segmenting your campaign: 1.

Lead Nurturing 100

Lead Nurturing Segmentation Sales Qualified Leads Campaigns 100

The Point

SEPTEMBER 6, 2011

First, the company invested in Marketo , a leading marketing automation platform that integrated well with the company’s CRM system, Salesforce.com. Many companies implementing marketing automation software let the technology drive strategy,” says Howard Sewell, Spear President. “We

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

JUNE 14, 2011

A client confessed recently that one of the reasons his company had selected Marketo as a marketing automation provider was because he was so impressed by their marketing. Tangentially, I’d argue that more companies should select marketing agencies by the same criteria.).

Marketo 100

Marketo Email Campaigns Campaigns Advertising Agencies 100