What Works - What Doesn't

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Can PR Firms Find Gold in Marketing Automation Services?

What Works - What Doesn't

With fewer and fewer pubs to pitch to – and less bang for the buck in pitching bloggers who may or may not have influence – it seems like showing they can generate valuable leads for a client is a good move for PR firms. Or Tags: PR/Marketing Trends B2B marketing demand generation HubSpot marketing automation Marketo PR trends Except I just did.

To Sell A Conference, Give Away Last Year’s “Takeaways”

What Works - What Doesn't

So even if you don’t get the prospect for the conference, you might have a lead for a product or service sale. What great, usable content is sitting around your organization you could be using to attract conference attendees – or sales leads? Gotten a pitch to attend a conference or trade show lately? Did you decide to spend the money, or ditch it and stay in the office?

Insights from the Marketo Summit

ANNUITAS

I have just returned from the Marketo Marketing Summit in San Francisco this week where I joined 7,000 other registered attendees from what I believe is now one of the premier B2B (and B2C) marketing events of the year. In the opening keynote by Phil Fernandez and throughout the conference, Marketo made mention of their study with The Economist where marketers ranked their top three priorities, which were. These individuals want marketing to lead and understand they also need to adapt to this new Buyer 2.0 It’s All About The Customer – And Marketing Must Respond.

Marketo Conference: Is Predictive Modeling The Future of Marketing Automation?

Customer Experience Matrix

Marketo held its annual Marketing Nation Summit this week, hosting 4,000+ clients and partners. The event seemed relatively subdued for Marketo – I didn’t spot one costumed character – but the over-all atmosphere was positive. The company made two major product announcements, expanding the reach of Marketo campaigns into mobile apps and display ad retargeting. Those struck me as strategically valuable, helping to secure Marketo’s place at the center of its users’ customer management infrastructure. By that standard, predictive analytics is still far from overcrowded.

Evangelizing a Content Marketing Program

B2C Marketers companies that excel at lead nurturing generate. 50% more sales-ready leads at a 33% lower cost 15 1,200 Blog posts per month Avg new monthly leads ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY11 Content marketing's impact also extends to social me- dia, where brands that don't have compelling content to. Do you want to drive more leads? leads.

Top 10 B2B Lead Scoring Mistakes (Part 1 of 2)

The Point

Lead scoring has quickly become an integral part of a demand generation marketer’s arsenal. well-planned, well-designed, and optimized lead scoring schema can be a key contributor to sales productivity, sales engagement, and the rate at which inbound leads convert to Sales Qualified Leads, opportunities, and deals. Multiple campaigns assigning lead scores.

5 Reasons to Gate Lead Nurturing Content

The Point

A client asks: “I notice that you’re recommending we gate our offer content behind landing pages as part of the lead nurturing campaign. It’s why click-to-lead conversion rates are never 100%, no matter how good your landing page. If you score clicks as “responses,” you risk over-inflating the value of leads who may only have passing interest in your content. Here’s why: 1.

Marketo Tells How to Use Social Media for Lead Generation

Paul Gillin

I often cite marketing automation vendor Marketo as a shining example of a company that gives away great information as a way to promote its business. Marketo recently contacted several B2B social media marketing pros to get their tips on how to generate leads with social platforms. Check out “ How to Use Social Media for Lead Generation.” It’s

Infer Scores Now Available in Marketo Sales Insights

Infer

We’re excited to share that Infer Scores are now integrated with Marketo Sales Insights to give more reps visibility into their best-fit prospects so they can close deals faster. Once Infer is configured with your Marketo instance, any administrator can edit the standard setup for Sales Insights. How to Use Infer Scores in Marketo Sales Insights. Click the Sales Insight option.

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B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.

10 Tips for Driving Lead Nurturing Success (Infographic)

The Point

When B2B companies invest in marketing automation technology, “lead nurturing” is often one of the key business objectives that spurs those organizations to take the plunge. Yet, upon deploying a new marketing automation platform, effective lead nurturing can often take months to take shape, longer still to provide the kind of business impact the marketers (and their management) had in mind.

Why is Inside Sales So Scared of Lead Nurturing?

The Point

One of the reasons for this under-utilization, and the inability of some marketers to deploy, for example, automated lead nurturing at every stage of the selling process, is resistance from the sales organization, and in particular, Inside Sales. Whatever the motivation, any “push back” from Inside Sales to marketing automation and automated lead nurturing/qualification is misplaced.

Infographic: The State of Marketing Automation Maturity

The Point

As the infographic below illustrates, results from the survey suggest that, while the typical marketing automation user makes full use of some functionality, many more are failing to follow even the most basic lead management best practices , best practices that represent some of the most compelling business rationale for investing in marketing automation in the first place.

Top 10 Marketing Automation Mistakes

The Point

Launching lead scoring too soon. Lead scoring is a core marketing automation functionality, and a key driver for one of the primary benefits of the technology, namely sales productivity. well-planned, well-designed lead scoring schema ensures that sales reps are spending time with the leads that most merit the investment. Not setting up SPF and DKIM. Not testing enough.

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.

Raab Report: Act-On, Eloqua, Pardot, and Marketo Vie to Lead in Mid-Size B2B Marketing Automation Segment

Customer Experience Matrix

The leaders quadrant in this sector is quite crowded, with Act-On , Eloqua , Pardot , and Marketo all jostling for position. Act-On, Pardot, and Genius specialize in smaller companies than Marketo or Silverpop, which in turn serve generally smaller clients than Eloqua or Neolane. Today I’ll present the third and (mercifully?) They have one to fifteen marketing automation users.

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. How to ignite your company’s growth so marketing is filling your sales pipeline with more new buyers than needed to beat your future revenue goals…AND without increasing your cost per visit and cost per lead. 3.

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Case Study: Segmentation, New Creative Boosts Lead Conversion Rates by 75%

The Point

Sungard AS runs a highly successful demand generation program, an integrated mix of both online and offline campaigns, to generate a consistent flow of leads to the company’s sales force. In support of the company’s aggressive growth plans, the marketing team set out to focus energy on increasing the rate at which raw inquiries converted to qualified sales leads, opportunities and deals.

Lead Scores Too High? Maybe They Need An Expiration Date.

The Point

In the early stages of a recent client engagement, it became apparent that the schema already in place to determine and assign lead scores was, well: broken. The most glaring symptom was the absurdly high scores: hundreds of contacts had lead scores of more than 1,000, even though the supposed threshold for a sales-ready lead was a mere 100 points. and so on. Thanks Dan!

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.

Join Infer at Marketo Summit 2016

Infer

Marketo Summit is upon us yet again, and we’re geared up for a fantastic week of networking, learning, and connecting with thousands of data-driven marketers about the power that predictive can have on their businesses. Monitoring lead behavior to supercharge nurture programs. Stop by booth #706 for a demo, or schedule time to meet with an Infer exec. Where:  Room 318. Events

Marketo Summit 2013 #MUS13 Insiders Guide

B2B Lead Blog

The Marketo User Summit in San Francisco has expanded from the original 2 days to 3 days plus and the event is so jam-packed that it’s important to have a game plan to get the most out of it. Here’s the run down from Mary Firme, our Chief Lead Accelerator at ReachForce. If you have a year of experience in Marketo, study up, and take the exam. Us too! See You Soon!

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.”. Want to guess how many of those leads arrive via our clients’ Websites? Fair enough. doubt it.

Top 10 B2B Lead Scoring Mistakes (Part 2 of 2)

The Point

When a client says “We set up lead scoring but sales doesn’t pay any attention,” it’s a sure sign that something is amiss – and more likely the problem doesn’t rest with sales. Here’s Part 2 of our discussion of the most common B2B lead scoring mistakes. Examples of leads that fall into this category include students and competitors.

Marketo Data Tells Us: Which Channel Wins More, Faster

Modern B2B Marketing

So in this fourth blog in the Marketo Institute series, we’re going to look at the next two channel pipeline metrics: win rate and velocity. Without closed loop visibility from sales back to marketing, you often hear conversations like these: Marketing: “Here are some high converting leads!”. (3 months later). Sales: “Those leads were garbage.”. So, the win rate is 50%.

Lead Nurturing: Unique tracks and impactful tests

B2B Lead Generation Blog

Tweet I was recently interviewed by Marketo for their Definitive Guide to Lead Nurturing eBook, and I wanted to share some ideas that didn’t find their way into the guide as well as some additional thoughts on lead nurturing with you. This is the essence of lead nurturing. Without relevance, lead nurturing becomes just another marketing campaign. Think relevance.

Do Lead Nurturing Campaigns Always Need an Offer?

The Point

Which leads to another question: do certain types of campaigns even need an offer in the first place? Take lead nurturing : is it strictly essential that every lead nurturing touch include a specific, gated, call to action? Jon wrote the book on lead nurturing ( literally ) but, personally, I have concerns about extending Twitter rules into the realm of email marketing. have my concerns, however, about extending it to lead nurturing and the email medium. In my last post , I talked about creative campaign ideas for when you have no content to offer.

Infographic: Top 10 Reasons to Hire a Full-Service Demand Generation Agency

The Point

Ad Agencies B2B Marketing Demand Generation lead generation B2B demand generation agency demand generation agency how to choose an agency lead generation agency Marketo agency marketo agency partner pardot agency pardot agency partner why hire an agency Agencies aren’t for everyone. Click on the infographic to view full size.

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Do You Need Marketing Automation to Do Lead Nurturing? Sort Of.

The Point

Do I need it in order to do lead nurturing?”. My answer: “It depends how you define “ lead nurturing ,” but technically: no, you don’t need marketing automation in order to nurture leads. After all, a simple monthly email newsletter to your database – something you can accomplish with only the most basic email service provider (ESP) – nurtures leads. Certainly.

Marketo Data Tells Us: Which Type of Emails Have the Highest Conversion Rates?

Modern B2B Marketing

Introducing Marketo Institute. Marketo Institute was started in 2014 by Marketo Co-founder Jon Miller. His vision was to gather data across all Marketo customers and provide marketers with fact-based insights and data-driven best practices to help them succeed in an ever-changing digital world. This scene often feels too familiar: You: Yes! Your Boss: Is that good?

Marketo Inspires, Do You Do The Same? Marketo Roadshow 2015

SnapApp

The Marketo Roadshow is rolling into town on Thursday, July 30th and we’re happy to be there as Silver Sponsors. As a data driven marketer, you need to think beyond the lead form. Roadshows like this one allow for a collection of forward-thinking marketers to gather and talk big ideas and brainstorm on how they can make their customer experiences even better! The problem? Start Small.

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. Gainsight. Insight. ” Taulia.

Marketo Data Tells Us: What Is the Top Conversion Rate by Channel?

Modern B2B Marketing

It’s me, Johnny, with your next blog from the Marketo Institute! It’s a metric that lead generation marketers—from practitioners all the way up to CMOs—are measured on. But the ultimate conversion rate every demand gen marketer is measured on is lead to opportunity. The darker shade of green indicates where leads converted at a higher rate. What Is Conversion Rate?

Marketo Data Tells Us: Marketing Stats That Will Blow Your Mind

Modern B2B Marketing

Author: Johnny Cheng In my role at Marketo over the past few months, I’ve had the pleasure of paging through mounds of enticing Marketo data. have seen some absolutely outstanding stats from some of Marketo’s top customers—stats covering everything from email sends to opportunities sourced. These stats show us how far marketers can take their marketing programs and campaigns.

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

The Point

If end users want your product, but their IT department makes the purchase decision, can you leverage that demand to drive IT sales leads? That was the question contemplated by the marketing team at MobileIron , a leading provider of mobile device management technology. Therefore, IT’s interest in implementing a BYOD initiative can lag behind the interest of their constituent users.

Profile Management Product Updates: Account-Based Marketo Behavior Profiles, “Contains” Operator, and More

Infer

Account-Based Marketo Activity Profiles. We’re deepening our integration with Marketo to extend users the ability to build data-rich, account-based profiles using their Marketo Activity behavioral data. For example, users can create a profile that will trigger an alert when any contact or lead from that specific account engages in activity on the company’s website.