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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.

ANNUITAS Named Finalist for Marketo Revvie Award

ANNUITAS

ANNUITAS Named Finalist for Marketo Revvie Award. ANNUITAS ®, a demand generation strategy and change management firm, has been named a finalist for a Marketo Revvie Award in the Digital Services Partner of the Year Category. Presented by Marketo, the leading marketing software and solutions provider, the Revvie Awards program recognizes companies that effectively use Marketo to attract and engage customers. Marketo users will vote on finalists and the winners will be announced at the Marketo Marketing Nation Summit 2016 in May.

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.

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.

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.

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.

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.

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

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.

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.

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.

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.

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.

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.

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.

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.

Why Marketo and Microsoft Dynamics CRM Customers Have Gold in Their Sights

Modern B2B Marketing

Author: Brian Glover Are you a Microsoft Dynamics CRM customer struggling to get better leads, more of them, and truly understand the impact of marketing on pipeline and revenue? The tight coordination and importance of timing reminds me of sales and marketing, but instead of a baton, marketing hands off the right lead at the perfect time, and sales wins the gold (literally).

Marketo Email Campaign Keeps It Short & Sweet

The Point

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. Quite apart from the merits of their technology, Marketo does indeed have a reputation for (to borrow a time-worn phrase): eating their own dog food. Is this an email design to make art directors swoon? To wit: 1.

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%.

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.

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.

Marketo’s Definitive Guide to Lead Scoring

Fearless Competitor

B2B Lead Generation | Only 1 out of 5 companies have a lead scoring methodology in place. This data, from a recent study on sales leads by Vorsight and The Bridge Group was appalling. With most companies dumping unfiltered leads to sales and on 1/2 of those salespeople making quota – it’s clear that the world of B2B Sales and Marketing is dysfunctional today.

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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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 + SnapApp = Integrations As Easy As Pie

SnapApp

As Thanksgiving approaches, I’m pretty thankful for SnapApp’s integration with Marketo. Maybe, but considering how much I’m in Marketo, and how much I think about ways my campaigns can engage prospects – it’s really not that weird. On top of that, you don’t always need a lead form. SnapApp’s REST API can read Marketo cookies! Weird thing to be thankful for? Real Results.

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?

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.

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: Which Industry Has the Best Email Performance?

Modern B2B Marketing

Nurture emails are primarily used to lead prospects through the sales funnel and warm up leads for a sales handoff. know I sound like a broken record, but despite its proven success at Marketo and beyond, there are still plenty of email marketers that don’t realize the potential of trigger emails. Marketo Data Tells Us: Which Industry Has the Best Email Performance?

SnapApp Named Marketo Revvie Awards “LaunchPoint Innovator” Finalist

SnapApp

The team here at SnapApp is thrilled to announce we’ve been named a finalist for the Marketo Revvies Awards in the LaunchPoint Innovator category. The LaunchPoint Innovator award recognizes the Marketo LaunchPoint partner who invested deeply in building an innovative solution on Marketo’s open platform.  . Our partnership with Marketo has been a huge part of that mission.

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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“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. Now go out and make friends!

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.

New Marketing Automation Buyer’s Guide Offers Valuable Advice

The Point

The 44-page guide is based on 400 in-depth reviews and more than 10,000 comparisons performed by Marketing Automation buyers, and provides a very detailed and useful comparison of the leading brands. 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.