Industrial Marketing Today

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B2B Lead Generation without Lead Nurturing is Doomed to Fail

Industrial Marketing Today

Additional research from Forrester , CSO Insights , Brian Carroll and Marketo demonstrates that lead nurturing does produce measurable results as follows: Reduced the number of marketing-generated leads ignored by sales to as low as 25%. So there is no dearth of information about it. The Definitive Guide to Lead Nurturing from Marketo. B2B Lead Generation Industrial Marketing Strategies Sales Strategies Ardath Albee Brian Carroll Content Marketing Industrial Marketing lead nurturing Marketo Sales leadsSource: Marketing Sherpa/ KnowledgeStorm). What is lead nurturing?

If You Want Better Leads, Set Your Content Free

Industrial Marketing Today

Setting your marketing content free may sound like a radical idea for those who continue to believe in the old mantra “hand over your contact information if you want my white paper (or other content).” Jon Miller, VP Marketing, Marketo wrote in a recent post , “By eliminating the need for registration in order to gain access to your white papers, eBooks, and other valuable content, you remove the initial barriers to building relationships with prospects. Nowadays technical buyers expect to receive a certain amount of valuable content without giving up their contact information.

9 Ideas (and 1 Big Lesson) from the Marketo Social Marketing Roadshow

The Point

Last week I attended (and was a presenter at) the Seattle edition of Marketo’s 2012 Social Marketing Rockstar Tour , a roving conference/seminar series being held this summer in cities nationwide. Marketo bills the event as an opportunity to hear, learn, and share advice on B2B social media marketing strategy. The real opportunity is with the friends and networks of those contacts.

Doing More Together: Facebook and Marketo Drive Marketing Success

Modern B2B Marketing

Marketo is happy to be one of the partners contributing to this vision through our integrations with Facebook that connect the dots between seemingly disparate activities, digitally and offline. For instance, Marketo’s integration with Facebook’s Offline Conversions API allows marketers to connect “offline” conversions, an event not measured by Facebook (e.g.

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. social media, data analytics and adwords; and companies such as Marketo and Hubspot. Please contact john.moses@aggregage.com for more information. B2B Marketing. know which half."

Marketo Raises Another $50 Million: Where Does the Money Go?

Customer Experience Matrix

Marketo this morning announced a new $50 million funding round, almost exactly one year to the day after raising $25 million in November 2010. All this new information begs for an update of the analysis of Marketo’s finances that I prepared last year. I won’t go into the same details, but the key figures for 2010 and 2011 are: This is good news, in that Marketo has managed to increase the all-important Revenue per Client figure. Remember that Marketo said it has $70 million cash on hand? marketo funding marketing automation industry

Engagement is Everywhere: Marketo’s Spring 2015 Product Release

Modern B2B Marketing

For the first time, we are making it possible for marketers to engage their customers on any channel–-email, web, social media, digital advertising, and more—all from Marketo. Here’s a look at our new products, unveiled today at the Marketo Marketing Nation™ Summit : Marketo Mobile Engagement : With over 7.2 It’s time to finally break down these silos.

Top 10 Marketing Automation Mistakes

The Point

For example, Marketo users might see links that reference something that looks like: mkto-af53353.com.) If anything, the true value of marketing automation is that it allows you to email smarter, delivering information that’s more timely and relevant. For further information on a related topic, download our free white paper on “ Top 10 Tips for Lead Nurturing Success.”.

You’ve Set Up Marketo And Salesforce -- Now What? Why You Still Need Attribution

bizible

But even if you’ve set up a great marketing automation platform like Marketo and a solid CRM system like Salesforce, there’s still work to be done. While it’s a step in the right direction, “it doesn’t then connect the dots back into Marketo or Salesforce.com for that true 360-[degree] view of the customer.”. Marketo) and the CRM (e.g. What content did they view or download?

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. social media, data analytics and adwords; and companies such as Marketo and Hubspot. Please contact john.moses@aggregage.com for more information. B2B Marketing. know which half."

Marketo Files for IPO: Will High Growth Outweigh High Losses?

Customer Experience Matrix

Marketo made good today on its promise to file for an initial public offering (IPO). The S-1 registration statement gives considerable new information about Marketo’s business. Marketo’s other operating costs (research & development and general & administrative) are also high – 52% of revenue, compared with 35% for Salesforce.com and 33% for Eloqua.

“Linking” Digital Advertising Seamlessly Across All Channels: Marketo and LinkedIn

Modern B2B Marketing

Author: Chandar Pattabhiram We’re just about to kick-off Day 3—the final day—of the Marketo Marketing Nation™ Summit 2015. By utilizing Marketo’s integration with LinkedIn’s Lead Accelerator, marketers can now tell a story in a personal and consistent way across channels as the customer or prospect continues to embark on a relationship with a brand. It’s been a great event so far.

Marketo and Facebook—Delivering The Right Message at The Right Time

Modern B2B Marketing

But today, Marketo and Facebook have started to make this goal a reality for social advertising channels. I am excited today to announce that we have teamed up with Facebook to unveil new solutions that make multi-channel marketing a lot easier. For example, a pharmaceutical vendor can now deliver coupons or informative content to a doctor who visits Facebook on her desktop. But how?

Cracking the Code for ROI: Linking the Marketo and Google Worlds Together

Modern B2B Marketing

We have integrated Marketo’s Engagement Marketing Platform with Google AdWords. Armed with this information, marketers can now create more intelligent AdWords campaigns by focusing their bidding on the keywords that generate the most revenue—regardless of whether the purchase was made on or offline. Marketo’s  Engagement Marketing Platform  is now connected to Google Analytics.

Vidyard Gains Momentum Among Marketo Users

Vidyard

More than 100 customers now using Vidyard’s integration into Marketo to track video engagement data and turn viewers into customers. KITCHENER, Ontario – December 2, 2015 –  Vidyard, the leading video marketing and analytics platform, today announced it has surpassed the milestone of 100 businesses using Vidyard’s integration into the Marketo engagement marketing platform. Vidyard is a highly engaged LaunchPoint partner, and we’re thrilled to see so many Marketo customers utilizing their solutions.”. About Marketo. For more information, visit www.marketo.com.  .

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. social media, data analytics and adwords; and companies such as Marketo and Hubspot. Please contact john.moses@aggregage.com for more information. B2B Marketing. know which half."

Accelerating the Pace of Inbound Leads: An Interview with Paul Albright of Captora

The Point

Paul Albright boasts a 30-year track record of success in Silicon Valley, including executive roles at companies such as Marketo, SuccessFactors, NetApp, and Informatica. For example, Captora can pass hidden field information into your marketing automation product to automate your scoring and nurturing programs. How does your content compare to your competition?

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Marketo’s Take on Salesforce.com’s ExactTarget Acquisition

Modern B2B Marketing

Many of our customers, prospective customers and business partners may be wondering what this move means for Marketo, since we are a leader in the marketing software space and so many salesforce.com customers also choose Marketo as their marketing automation platform. Author: Phil Fernandez Today, Salesforce.com announced plans to buy ExactTarget. Where marketing is going.

In Defense of Unsolicited Email

The Point

Over at marketing automation firm Marketo , CEO Phil Fernandez just wrote a full-throated rant against the evils of unsolicited email and purchased email lists used indiscriminately: “How does anyone think that these are sensible emails to send to the CEO of a fast-growing public company? Full disclaimer: my firm, Spear Marketing Group , is a leading Marketo partner.).

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HBR and Marketo Team Up: The Marketing Org for the Digital Age

Modern B2B Marketing

That is why Marketo has teamed up with Harvard Business Review Analytic Services to try and figure out this multi-headed monster. Case in point, not long ago my insurance company offered me some information over the phone about their credit card product. It is a challenge. Small, nimble teams? Scrums? You name it, we have researched or tried it. Recurring symptoms. What gives? S.O.S.

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New Marketing Automation Buyer’s Guide Offers Valuable Advice

The Point

Marketo announced an open ecosystem platform strategy. • Act-On raised $42 million and appears heading for an IPO. Marketo has done a couple of acquisitions. TrustRadius , an online community designed to help business software users make better product selection, implementation, and usage decisions, just released their first-ever “ Buyer’s Guide to Marketing Automation Software.”.

Sirius Decisions Thinks Websites Will Generate 71% of All B2B Sales Leads by 2015. I Disagree.

The Point

Sirius Decisions wrote an insightful article last week about the acquisition by Marketo of Insightera (a Web personalization platform), and included was the following projection: “By 2015, we expect to see 71 percent of b-to-b organizations’ new inquiries coming via the corporate Web site.”. Fair enough. What doesn’t sound right to me, however, is that 71% figure. Virtually none. doubt it.

5 Reasons to Gate Lead Nurturing Content

The Point

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. With a landing page, you’ll at least have the opportunity to capture his or her contact information. Here’s why: 1. click is not a response.

How to Optimize Google AdWords with Offline Conversion Tracking and Marketo

Modern B2B Marketing

Marketo Integration. Marketing automation is the source of information about which leads get qualified or turn into revenue, so there’s a perfect synergy between solutions such as Marketo and this new AdWords capability. That’s why I am excited that Marketo is the first marketing automation vendor to announce integration with this new feature. Why This Matters.

Why is Inside Sales So Scared of Lead Nurturing?

The Point

Rather than reinvent the follow-up process, we sat down with the BDR, documented her standard follow-up procedure (a series of phone calls and emails that stretched over a number of weeks) and automated every step using Marketo , a leading marketing automation platform. Marketo sends first follow-up email. 2. Marketo creates task in CRM to remind BDR to call lead 1 week later. 3.

SXSW CMO Panel Recap: Mashable, Equinox, Bloomberg LP, and Marketo Weigh in on the Current State of Marketing

Modern B2B Marketing

Author: Mike Moeller Earlier this week, Marketo was lucky enough to host a panel at SXSW in Austin, TX, with of some of the brightest minds in marketing. What follows is a recap of the discussion as covered by Mashable: Monday morning in Austin, dozens of marketers converged at the Marketo Engagement Lounge to discuss the modern marketing landscape. You can be both serious and fun.

Data Touches Everything at the Marketo User Summit #MKTGNATION14

ANNUITAS

I’m almost done with the first day here at the Marketo Marketing Nation Summit, and I have noticed a trend, and it centers on data. The first session I attended was called Marketo & Salesforce: Helpful Audits, Alerts, & Workflow for Rapidly Growing Companies and featured our newest team member Jenny Robertson sharing her experiences from  Navicure , building out both Marketo and SFDC workflows and rules to help solve some very common data quality issues. It comes back to data, however — the elephant in the room for personalization. What has driven rise of Amazon?

MobileIron Harnesses End-User Demand to Drive Mobile IT Sales Leads

The Point

Spear developed a multi-step demand generation program that combined online text and display advertising, mobile landing pages, social sharing, and automated email response powered by Marketo , MobileIron’s marketing automation platform. If end users want your product, but their IT department makes the purchase decision, can you leverage that demand to drive IT sales leads?

Top 10 Tips for Better Email Templates

The Point

Plus they display more information at a glance (i.e. Marketo users : Download a free set of professionally-designed email and landing page templates, along with complete instructions for how to download into Marketo, now available on the Spear Website. B2B Marketing Creative Demand Generation E-mail email design email marketing Graphic Design Marketo Uncategorized email best practices email templates marketo Marketo email templates marketo landing pages Marketo partner Marketo templatesKeep graphics to a minimum. Use sidebars.

Hillary’s Royal Blue Isn’t Quite Purple (And Other Trending Topics From the Marketo Water Cooler)

Sales Intelligence View

We struck up conversations with prospects, connected with influencers, presented and sat in on informative sessions, listened to exhilarating speeches, and even chatted with other vendors about their marketing solutions. Conferences Marketing b2b marketing Customer Segmentation Event Marketing Strategy Hillary Clinton Innovation Technology lead generation lead management marketing marketo Marketo Marketing Nation Summit We always aim to participate in the industry at multiple levels. Our attendance at last week’s Marketing Nation Summit was no different.

Marketo’s 1,000th Blog Post: Our Modern Marketing Definition Revisited

Modern B2B Marketing

Author: Jon Miller (@jonmiller) This is the 1,000th post to Marketo’s blog.  It seems fitting to commemorate the occasion by revisiting our very first post, “ Modern B2B Marketing Defined ”, and commenting on what’s changed – and what hasn’t – since August 8, 2006. We live in a word of information abundance and attention scarcity – and the pace of information creation is accelerating.

Revenue Performance Management: An interview with Jon Miller, VP Marketing and Co-founder of Marketo

Sales Lead Insights

Jon Miller is VP marketing and co-founder of Marketo , one of the marketing automation solutions supported by AcquireB2B , our B2B agency specializing in driving more leads and sales with B2B marketing automation. This is one of a series of occasional interviews with top practitioners on topics of interest to B2B lead generation, marketing and new business development professionals.

How to Reduce Unsubscribes Using Subscription Management

The Point

I’ve written previously in this space about how to reduce unsubscribes by giving prospects and customers the option to update their contact information rather than forcing them to opt out of email entirely. Or if customers want to receive critical product updates, but not information on training classes. Maybe what they really mean is “I’m not interested in this topic.”.

Your Expo Hall Game Plan: Make the Most of Marketo’s Marketing Nation Summit 2014

Modern B2B Marketing

Over 100 expo sponsors and over 3,500 marketers will be attending the Marketo Marketing Nation Summit  this year, making it the perfect place to review your company’s marketing automation technologies and processes. Don’t stop there; you can researcg Marketo’s full partner ecosystem at the Marketo Launchpoint site , or use a third-party site like Crunchbase. Plan Ahead.

Do Lead Nurturing Campaigns Always Need an Offer?

The Point

Over at Marketo, Jon Miller wrote a fascinating post recently on “ The 4-1-1 Rule for Lead Nurturing ” in which he posits (and here I’m paraphrasing) that lead nurturing campaigns don’t always need to feature the latest white paper, Webinar, or video, and that these kinds of offers or promotions are best interspersed with what Jon refers to as “educational or entertaining content.”. In my last post , I talked about creative campaign ideas for when you have no content to offer. Which leads to another question: do certain types of campaigns even need an offer in the first place?

Dreamforce ’12: Tap into Marketo’s Social Marketing Experts

Modern B2B Marketing

As you put together your agenda, definitely check out Marketo’s individual sessions below and be sure to RSVP to our Masterpieces party on September 18! See how Marketo does it! During this session, you will see how Salesforce customers, including our very own Heather Watkins, Marketo Sr. Join Marketo’s Sr. In addition, all attendees will receive a package filled with fun gifts and insider information for selecting a marketing automation tool. Go behind the scenes of the Marketo Community with Heather Watkins, Sr. Enjoy! 1. – 1:30 p.m.

Marketo’s Marketing Nation Summit Wrap-Up: Practical Innovation, Being Human, and Going Beyond the Keyword

Modern B2B Marketing

Author: Dayna Rothman This year’s Marketo Marketing Nation Summit was a complete whirlwind. And if you missed our day two recap, check out Live from Marketo’s Marketing Nation Summit: Chair Potatoes, Empathy Hacks, and Innovation in the Nation. He is Marketo’s Digital Marketing Evangelist and can always be counted on for a humorous and very lively performance. Winner: Acquia.

Marketo Celebrates the Marketer, the Marketing Nation, and Unveils New Product Innovations–Keynote LiveBlog

Modern B2B Marketing

by Dayna Rothman After months spent tirelessly preparing, Marketo Summit is finally here! This year Summit kicks off with, “Welcome to the Marketing Nation”, featuring Phil Fernandez, CEO of Marketo, Patty Azzarello, Founder and CEO of the Azzarello Group, and a slew of other surprise guests. We want Marketo to be the hub that brings it all together. Brave New You. What’s more?

9 Proven Ways to Increase Webinar Response

The Point

An effective registration page, one that maximizes conversion rates, reinforces the value of the event – perhaps by providing additional, more detailed information like speaker bios or an agenda. 5. Marketo, Pardot) with your Webinar platform (e.g. Let’s face it: most business inboxes get flooded every day with Webinar invitations. Sell the event, not the product. Citrix, Webex.)

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Social media strategy leaders: Lisa Marcyes

Biznology

made the move to Marketo last year and have been so excited to have the opportunity to lead social media for one of the leading marketing software companies in the world! 2. currently manage all of the social media marketing strategy for Marketo. make an effort not be too pushy or “sales-y,” but instead take an informative approach. Welcome, Lisa ! Events.