B-to-B Labs

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Infographic: The State of Marketing Automation Maturity

The Point

Are most B2B companies getting maximum value from their investment in marketing automation? recent industry survey by Spear Marketing Group suggests: no. Or are companies rushing to implement marketing automation without a full understanding or strategy for how to put that technology to best use? Is this a technology problem relating to ease of use?

Is Marketing Automation Right for Every Company?

The Point

For those of us who work in and around the technology every day, it can seem like marketing automation is already pervasive. Analyst David Raab reports that for companies under $5 Million in revenue, marketing automation penetration is a miserly 5 percent. Even then, however, the vast majority of B2B marketers have yet to take the plunge. You can access the full podcast here.

Campaign Makeover: Simple Changes Increase Email Response by 25 Percent

The Point

I received an email recently from Kevin Payne, Senior Director of Field Marketing at customer service software provider [24]7. The number of leads was so impressive it gained the attention of Executive Staff. Kevin writes: “Below is one of our most successful email campaigns. What would you change?”. Click on the first thumbnail at right to see Kevin’s original campaign.

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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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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.

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

The Point

A prospective client asks: “We’re just getting our demand generation programs ramped up, and I’m not sure I’m ready for marketing automation. 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. Certainly. Comments welcome.

How to Sell Marketing Automation to Your CEO (& Other Burning Questions)

The Point

Recently I was asked to contribute some thoughts to Marketo’s new ebook, “ The Definitive Guide to Marketing Automation.” You can download a free copy of the ebook – 100 pages on everything you need to know about marketing automation – what it is, how it’s different from CRM, common features, keys to success, and more – by clicking here. Below is my contribution (see Page 71.).

Industrial Email Marketing is NOT Dead

Industrial Marketing Today

One would think new marketing tactics such as social media and blogging would have killed good ol’ email marketing. Visit my website for more content on industrial marketing.]. B2B E-Mail Marketing Content Marketing Industrial Lead Generation email marketing industrial email marketing Industrial Marketing lead nurturing Marketo That is simply not true. I am seeing manufacturers continue to [.]. This is only a content summary. Please click on the headline to read the full article.

Survey: Marketing Automation Users Score a “C” in Maturity

The Point

Spear Marketing Group has published an informative report detailing results of a survey designed to gauge the maturity of marketing automation deployments within the B2B community. The survey asked marketing operations managers and other B2B marketing executives to rank their current deployment of marketing automation software in 33 separate categories relating to either key software functionality or generally accepted best practice. In some notable areas, the average marketing automation user appears to be achieving real business value.

New Report Confirms Immaturity of Most Marketing Automation Deployments

The Point

A new report from Forrester Consulting, commissioned by marketing automation provider Silverpop , offers little in the way of groundbreaking insights, but does provide plenty of data confirming what most already know: that many companies are failing to realize the true potential from their investments in marketing automation. cross-sell and up-sell).

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.

Key to Marketing Automation Success: Process First, then Campaigns

The Point

In a phone call this week I was swapping war stories with a well-known sales and marketing consultant, who, like us, works with B2B companies to improve their return on marketing automation. And that fact, I would propose, is a good sign for a maturing market. It would appear that companies are now waking up to the fact that no marketing automation software can be successful without a proper strategic foundation. The bad news here is that marketing automation isn’t the magic wand that some companies apparently thought it was. emphasis mine).

Converting Trial & Freemium Users: Keep Selling Post-Trial

The Point

Lead nurturing programs designed to convert trial users tend to focus, as they should, on the very front end of the trial period, when it’s critical to make sure the user is fully engaged with the product being tested. However, with a marketing automation system in place, those same companies can still integrate telemarketing based on specific demographic or behavioral criteria.

Shocking Statistics about Lost Marketing Leads

Modern B2B Marketing

by Seth Resler It’s 10 o’clock in the morning…do you know where your leads are? On March 6th, Brian Caroll, author of Lead Generation for the Complex Sale , shared his marketing wisdom in a webinar. Check out a brief snippet of what he has to say: Are you shocked, shocked to discover that there are lost leads going on in your establishment? No worries.

ExactTarget, Marketo Announce Strategic Partnership to Integrate Marketing Technologies

Modern B2B Marketing

You must be able to deliver on that promise by creating an innovative product that meets the needs of your customers.  We’ve done that with our market-leading Revenue Performance Management platform – a highly intuitive, easy-to-use suite that enables organizations to attack head-on one of the most critical aspects of business: how to create and accelerate revenue growth.

Marketing Automation, Set It and Forget It

Puzzle Marketer

This obviously allows you to match your customers with sales transactions, but more importantly for marketers it allows you the option of layering on a marketing automation system that can deliver targeted messages at the right time without continuous management by additional personnel. If you’re like many companies, you employ a marketing individual or team to collect your contacts information and execute campaigns in somewhat of a batch and blast situation. Marketing automation, what is it? Turn your marketing into a 24/7 sales generating machine.

An Interview with Jon Miller, Co-Founder of Marketo

ANNUITAS

We recently had the opportunity to connect with Jon Miller, Vice President of Marketing and Co-Founder of Marketo.  Jon leads strategy and execution for all aspects of Marketo’s hyper-efficient demand center (powered by Marketo’s solution, of course). In Marketo’s popular blog, Modern B2B Marketing , he explores everything from lead nurturing and social media to marketing ROI and revenue performance management (RPM). Marketo is one of the leaders in Revenue Performance Management (RPM). 

The 14 Best Marketing Automation Tools

Webbiquity

Marketing automation software tools can be very helpful in making lead nurturing and sales acceleration efforts more effective—even if the category is badly misnamed. Marketing can’t be automated.) Recent research shows that 63% of B2B companies that are growing faster than their competitors use marketing automation. ” —  Marketing Insider Group.

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Going from Good to Great Marketing: Leading and Managing Change

Modern B2B Marketing

by Dayna Rothman We have seen a huge transformation in marketing over the past 10-12 years. At the same time, marketers are constrained by tight budgets and are being asked to interact with buyers across a huge array of channels. All of these changes can prove to add up to numerous challenges, but they also open up new opportunities for marketers. But where do you start?

My Secret Methods for Turning Marketing Leads into Qualified Sales Leads

Modern B2B Marketing

by Jon Miller The Definitive Guide to Sales Lead Qualification and Sales Development. Some of these best practices include common definitions for a qualified lead between marketing and sales; lead scoring to identify suspected quality leads; a strong lead management process to manage the handoffs; and the use of marketing automation to power the whole thing.

Slidecast: Getting Leads (and More!) From Your Blog

The Point

If you’ve ever wondered how to turn a boring corporate blog into a vibrant, engaging lead generation machine, here’s your opportunity. Access my free Slidecast on “ Getting Leads (and More!) Plus you’ll hear a real-life case study showing how one company re-launched their blog and generated more than 500 leads in 9 months and a 700 percent ROI. Access the free Slidecast here.

5 Ways to Increase Your Email Conversion Rates: Key Takeaways from the Marketo Jumpstart Tour

Sales Intelligence View

InsideView  was a proud diamond sponsor of  Marketo’s JumpStart Tour  this summer, which concluded last week in Silicon Valley. The tour was a huge success with great attendance, emphasizing the high level of interest revolving around Marketing Automation and learning about best practices in email marketing, lead management, social marketing and even budgeting.

Top Findings from the Marketo Email Marketing Benchmark

Modern B2B Marketing

by Jon Miller The Marketo Email Marketing Benchmark tracks what’s working – and what’s not – for today’s email marketers and top performers. For even more email marketing findings and best practices, watch my American Marketing Association webinar , where I drill into some of the coolest findings from this innovative benchmark. More findings.

The Missing Link Between Media and Marketing

Buzz Marketing for Technology

It’s apparent that there’s a missing vital component in the quest to modernize marketing. Today’s marketing organizations are aggressively modernizing, automating and adding more digitally centered marketing tactics as they focus on their mandate to discover prospects and create new customers. To Integration between the two is a critical missing link.

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Setting Yourself Up for Marketing Automation Success

Fathom

Marketing automation. It’s a marketer’s dream. But as much of a time saver as marketing automation is, the question is do you actually need it? Before you even implement the tool, its success within your organization and how easy it is to get it up and running will hinge on the drivers which led you to believe marketing automation is worth pursuing. To set yourself up for long term success, consider these common reasons organizations turn to marketing automation: Bandwidth and inability to balance. Marketing automation will eliminate random marketing.

Email 19

The 2014 Digital Marketing Ecosystem

Puzzle Marketer

For maybe the first time in history, there is a surplus of technology and strategy to help advance both sales and marketing of a business, while at the same time a lack of resources and understanding to utilize it to its fullest capacity. Closing the loop on marketing ROI becomes both easier and more complicated at the same time. Does the Marketing Automation tool provide any insight?

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Getting Started Guide for Marketing Automation

The Effective Marketer

With all the (deserved) hype surrounding marketing automation, is no wonder that many companies, startups especially, are adding the technology as a key component to their marketing activities. Problem is, sometimes the rush to get the software installed and running ends up trampling the creation of processes, content planning, and other key ingredients that are necessary for a successful marketing automation implementation. But let’s say you got approval and have purchased the marketing automation software of your dreams. Getting Started with Marketing Automation.

Email 39

Brightfunnel Gives B2B Marketers Self-Service Revenue Attribution

Customer Experience Matrix

Marketing without revenue attribution is like playing golf without keeping score: it might be fun but you can’t tell whether you’re doing a good job. But while keeping score in golf is simple, figuring out the impact of marketing programs is quite tough. In fact, B2B marketers face several challenges on the road to perfect attribution. This is where Brightfunnel comes in.

The 6 Step Inbound Marketing Process [Infographic]

Puzzle Marketer

I wanted to share this fantastic and easy to understand infographic I came across outlining the Inbound Marketing Process. According to their website, Impact Branding & Design is a “Creative team of inbound marketing professionals that develop and execute highly effective online marketing campaigns.” ” The Inbound Marketing Process infographic can be found on their original blog post here. I’ve outlined their 6 step process in the infographic below. It was created by an agency in Wallingford, CT called Impact Branding & Design.

Dialogue Marketing: A Conversation with Maria Pergolino

The Point

ideas for weaving social media into lead generation and lead nurturing programs. whether marketing automation can be a fit for small companies. • a common mistake to avoid in designing lead nurturing campaigns. • the outlook for Revenue Performance Management and marketing in general. Compliments to the Marketo team for their first-rate production.).

B2B Lead Generation without Lead Nurturing is Doomed to Fail

Industrial Marketing Today

Here’s the shocking reality of B2B lead generation – 79% of marketing leads never convert into sales opportunities. Source: Marketing Sherpa/ KnowledgeStorm). B2B marketing and lead generation experts point to a lack of lead nurturing as the primary cause of this poor performance. Why is lead nurturing important? Handing off these semi-qualified and not sales ready leads to sales before adequate lead nurturing only reinforces the impression that “marketing generates crappy leads.”. What is lead nurturing?

Segmentation, Social Media Drive Lead Nurturing Success for iDirect

The Point

When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. That was the experience for iDirect , a leading provider of satellite IP communications based in Herndon, Virginia. All this presents real challenges for both demand generation and lead management.

6 Ways To Supercharge Your Demand Generation Machine [Infographic]

NetLine B2B Marketing

It is a holistic and complex approach to marketing involving multiple areas of the organization. While their are many ways to approach demand generation, we wanted to share some of the top ways that NetLine clients have been able to streamline their demand generation processes leading to a significant improvement in their return-on-investment (ROI). Click to open ).

Marketo’s Greatest Blog Hits of 2011

Modern B2B Marketing

by Jason Miller With 2011 now in the history books I thought it would be interesting to collect Marketo’s most popular blog posts from the past year and revisit them as a Greatest Hits collection. Instead I present to you the most popular Marketo blog posts from 2011 based on views and shares. How Does Lead Response Time Impact Sales? Is Lead Generation on its Way Out?