'Author: Caroline Watts Many marketers consider content to be primarily used for top-of-funnel lead generation techniques. By thinking of strategic ways you can incorporate your great thought leadership in other aspects of your marketing, you can extend the life of content and get much more use out of each piece. Content Marketing

Marketing automation is quickly becoming like the self-driving car for B2B marketing. Led by Eloqua (now part of Oracle) and Marketo (with a very successful IPO last week), today marketing automation companies are collectively worth billions. When Marketing Automation Is Unnecessary. Your Turn.

'Author: Dayna Rothman At Marketo, we’re all about the science of marketing. Everyone thinks of marketing automation as a new field. But few people know about our rich heritage as marketing automation pioneers – a story that stretches back to the experiments of Dr. Gustav Marketo.

Encore: Rise with @PattyAzzarello on Marketing Made Simple TV. If you don’t know her, she was the keynote speaker at the recent Marketo Summit and she wrote a great book for executives called Rise: 3 Practical Steps to Advance Your Career, Stand Out as a Leader and Like Your Life. Want to supercharge your WordPress blog?

'The SAAS marketing automation space is red-hot. Marketo just raised $79 million dollars – at the top end of the range predicted!  Find New Customers congratulates our many friends at Marketo. So Find New Customers likes Marketo a lot.). Marketo will list on the NASDAQ under the symbol MKTO.

'We congratulate Marketo on their IPO today, which further validates a very big market that is starting to produce multiple winners. Marketo’s story is an early chapter in a much larger saga that is just beginning to be written. It has become a present-day necessity for all marketers, regardless of industry or company size.

'Guest posts not only bring links, they bring an audience for your content marketing. And when you write a post for a very popular blog like Marketo , you get tons of audience. Guest post for Marketo : Igniting Word of Mouth – How WOM Reduced Teen Smoking in South Carolina  (722 social media shares already!).

Landing page and web form optimization for B2B isn’t just about conversions, it’s about speeding up marketing nurture and generating more revenue. 'Demandbase or ReachForce? Price, Match Rates and Integration are Key Considerations. SmartForms appends a survey’s worth of B2B data to leads at the moment of acquisition.

Once clients of mine get their marketing automation platform in place their entire focus changes. You are capable (obviously) and have setup key processes including lifecycle, scoring, marketing activities, and analytics. The number of names in Engaged status is a good representation of the size of a key marketing asset.

'LATEST VIDEO: FROM MARKETING STRATEGY TO REVENUES THROUGH AUTOMATION AND SOCIAL MEDIA. Two quick video clips kick off a conversation between four sales and marketing experts. One clip features Phil Fernandez, CEO of Marketo and the second clip shows Steve Jobs as he shares his vision for Apple’s new marketing strategy.

Feel free to see what he saw, Jeff Ogden on LinkedIn ) He wanted to crank up marketing, create a sales lead generation program , and drive more sales leads. This software firm’s idea of marketing was to continually email sales pitches to their marketing database. You can also sign up for free bi-weekly market tips here.

'If you only read 10 B2B Research Papers this year make it these, and in turn your marketing campaigns will be better-rounded, direct and thoughtful, helping you to capture the ‘Holy Grail’ of marketing – more sales opportunities and more closed deals at a lower cost! The Digital Marketing Evolution in B2B Marketing.

'The marketing automation train has left the station. Or, Or, more specifically, the marketing automation train is moving full steam ahead. To To get a sense of just how much marketing automation is growing, consider some of the following. Marketing Automation/Email Marketing CRM IDC SaaS

Summary: Generating quality leads is the first critical challenge in marketing; the second is qualification, and third is nurturing to sales ready. Embracing the unexpected – LeadMD found that its form visitors, most often marketers, felt more at ease with LeadMD because of the way ReachForce forms look and behave. This one:  .

Summary: Generating quality leads is the first critical challenge in marketing; the second is qualification, and third is nurturing to sales ready. Embracing the unexpected – LeadMD found that its form visitors, most often marketers, felt more at ease with LeadMD because of the way ReachForce forms look and behave. This one:  .

Anne wrangles words as a marketing content specialist for MarketStar. In a recent blog post from Marketo they back up the notion of using an agency , pointing out how agencies significantly shorten the time for success and improve overall results. Marketing Leadership Council says a tool is only 20% of a successful lead nurturing plan.

This report is valuable to the largest of enterprises who have significant budget available to invest in a complex and expensive CRM Lead Management system (aka, marketing automation).  Unfortunately, this leaves out a huge part of the market and CRM lead management solutions are not only for the largest companies in the world. 

Pierce leads Demand Generation at 360pi and runs a blog called Epic Marketing Fails. Buyers have changed forever, and marketers need to adapt. Executives are demanding that marketers prove ROI from their investments. As anyone who uses marketing automation knows, now more than ever it’s important to work smarter.

One of the biggest misconceptions in B2B marketing is that you have to be serious and not have any fun. Social media and content marketing give marketers more freedom than ever before to showcase their personalities, put a human face on their brand, and spread their marketing messages much more effectively through storytelling.

'You may have heard about the power of marketing automation to increase efficiency, but how, exactly does this happen? Speaking of lead quality, another obvious sign of efficiency is the ratio of quality leads that marketing delivers to sales.… Marketing Automation/Email Marketing marketing automation efficiency Marketo

'In this really fun and exciting show from SalesOpShop, join Gerhard Gschwandtner, Jeffrey Hayzlett , David Raab and Jeff Ogde n for a fun and engaging discussion of marketing today. And Jeffrey Hayzlett was a guest on Marketing Made Simple TV. You also hear from Phil Fernandez of Marketo and the late great Steve Jobs of Apple too.

They have not purchased marketing automation like Marketo or Eloqua. They have not fully invested in content marketing either – especially in relevant, engaging content that move buyers down the buying journey. Sign up for free bi-weekly marketing tips he re. Answer: Beleaguered sales people. You are!

'by Dayna Rothman Did you know that as a marketing agency of the future, you will fly around using a rocket pack in a post-Jetson era world saving the day by helping marketers manage their leads better? And did you know that your side-kick would be a trusted marketing automation robot?

'Lead generation is at the top of almost every B2B marketer’s responsibility list. marketing automation solution is one tool B2B marketers use for succeeding at these lead management challenges. Marketo is considered a leader in the lead management / marketing automation industry. and 6.9%

'by Jon Miller (@jonmiller) Marketo’s Definitive Guide to Lead Scoring defines lead scoring as a “shared sales and marketing methodology for ranking leads in order to determine their sales readiness.”. It turns out that data from the Marketo Benchmark on Revenue Performance can help answer that.  Get Stated Fast.

Integrating customer relationship management and marketing automation systems can be expensive, complicated and scary, but doing so is necessary for your organization''s optimal performance, writes Justin Gray, CEO of LeadMD. Via Marketo B2B Marketing and Sales Blog. Are You Paying Enough Attention To Your Sales Teams?

'On Tuesday Marketing Profs published some pretty darn interesting research. It found that many B2B marketers struggle to segment and target the correct audiences. After we read this study, we debated this finding in our marketing office. As markets develop sales cycles within those marketers lengthen.

What’s needed to fully exploit this resource is technology that automates the end-to-end process of assembling the information, identifying opportunities, and delivering the results to sales and marketing systems. Results can be exported to a marketing automation system or appear within the sales person’s CRM interface.

'by Dayna Rothman This year at Summit we had the privilege to speak with some of the brightest minds in marketing for a great discussion about the future of marketing. Leading the discussion were Marketo’s CEO Phil Fernandez and CMO Sanjay Dholakia. The thought leaders included: Chris Heuer , Internet Marketing Expert.

Mason is CMO of iLevel Solutions in New York and markets a cloud-based software platform to private equity firms worldwide. The 2,800 of us attending last week’s Marketo Summit all came for various reasons and got the opportunity to attend different agenda tracks. One speaker reminded us about a common pitfall – “We’re marketers.

Ignite Social Media) How to Use Twitter as an Effective Customer Service Platform: A Confused.com Case Study  (Socialnomics) Why You Should Market Like You (Want to) Cook  (Portent) 5 Email Marketing Strategies for Customer Retention  (Marketo). News & Notes

'B2B marketers struggle with common challenges. Research, guides, and marketing surveys help guide B2B marketers down the right path. Other times they reinforce the existing direction of marketing tactics and strategy. Optify’s 2013 B2B Marketing Benchmark Report. BtoB Research Defining the Modern Marketer.

'Every time I’m on a sales call, I ask the prospect how they measure the effectiveness of their marketing efforts. If you’re not using data analytics, tracking, or marketing automation software, you need to wake up and get your head in the game. Give your data a chance to help you make more informed marketing decisions.

'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. B2B Marketing Modern B2B Marketin

'Here are the top Internet strategy, marketing and technology links for the week of April 6, 2013… It’s Time to Stop Thinking Like Marketers  (Social Media Marketing) Data is Not Killing Creativity, it’s Just Changing How We Tell Stories  (Tech Crunch) Social Media for Customer Service: Just Do It!

'There’s been lots of chatter in the blogosphere, twittersphere and traditional media about the Marketo IPO filing earlier this week. Such as, “Is marketing automation a new business paradigm?” Is there a significant new market in the making?” The future role of marketing will be quite different. Corporate Act-On

Michael Loop is the co-founder of Datarati , Asia Pacific’s Fastest Growing Data Driven Marketing Automation Agency.  Michael has successfully delivered over 200 marketing automation and CRM implementations across the globe. How much do we need to know about our CRM system to be good at this marketing automation stuff?”

He is the CEO and chief marketing evangelist at LeadMD. The The company helps businesses generate and manage leads better through marketing automation processes and technologies. Integration is really kind of a dirty word in marketing – it scares a lot of execs to even say it. There are a lot of marketing “dinosaurs”.

'In the world of the consumer, it is easy enough to judge success with your online marketing efforts. When it comes to social media, B2B marketers are always suspicious as to how to define success. To put it plainly, success=sales. Even more obvious is success for eCommerce sites. Success+checkout thank you message. B2B Web Strategy

B2B marketing data vendor ReachForce today announced its purchase of SetLogik , which provides technology to build cloud-based marketing databases and do predictive modeling against them. Conversely, having a readily-available data source encourages marketers to build their own database. Everybody wins!

'New solutions provide continuous marketing data enrichment and insights to help marketers maximize revenue. The new Connected Marketing Data Hub offers an integrated suite with continuous data quality management and predictive marketing capabilities. It was clear what we needed to do to help, and the results are huge.

'New solutions provide continuous marketing data enrichment and insights to help marketers maximize revenue. The new Connected Marketing Data Hub offers an integrated suite with continuous data quality management and predictive marketing capabilities. It was clear what we needed to do to help, and the results are huge.

New solutions provide continuous marketing data enrichment and insights to help marketers maximize revenue. The new Connected Marketing Data Hub offers an integrated suite with continuous data quality management and predictive marketing capabilities. It was clear what we needed to do to help, and the results are huge.

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. Another way to look at it is this: Marketo would earn just 6% profit even if its sales and marketing costs were zero. It’s a major accomplishment.

by Jon Miller (@jonmiller) You are ready for marketing automation and are excited to get started. When building a business case for marketing automation , in addition to estimating the revenue growth and cost saving benefits, you’ll also need to understand the investment required to develop the other side of the business case.

Companies like Eloqua, Pardot, Marketo, and Hubspot do a remarkable job with online lead scoring. They have defined the marketing automation and lead scoring space. Incidentally, we use one of the companies above for lead scoring and marketing automation. Why don't marketers demand this!!!! They invented it.

Enterprise marketers today constantly seek new and creative ways to engage, qualify and convert prospects online. As a marketer responsible for your demand funnel, you are also looking for new ways to get answers to what you don’t know about your prospects. B2B Marketing Marketing Automation Marketing Funnel Modern B2B Marketing

'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. Sunday April 7 – If you are a super-nerd like me, you may have signed up for the inaugural Marketo Individual Certification Exam.

'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. Sunday April 7 – If you are a super-nerd like me, you may have signed up for the inaugural Marketo Individual Certification Exam.

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. Sunday April 7 – If you are a super-nerd like me, you may have signed up for the inaugural Marketo Individual Certification Exam.

Marketers that focus on mass quantity of leads and ignore high quality leads, do so at their own peril. Marketing automation companies like Eloqua, Hubspot, Marketo, Pardot and ActOn score online leads. They assign scores based on marketing actions and triggers. All leads are NOT created equal. Yes, yes it can.

by Dayna Rothman Today’s marketers know that quality content is essential to marketing success. Unfortunately, today’s buyers are bombarded with multiple marketing messages. Marketers often use only two types of systems to create dynamic content, and neither is great. B2B Marketing Content Marketing

This is my opinion and it comes from over two years of trial and error using what I consider to be the best tools available for the social media marketer. Social is an essential channel for the modern marketer to have a presence, but it can’t become the number one revenue driver all by itself. Modern B2B Marketing Social Media

Marketing automation and content marketing: Innovar Connect Process Revenue Acceleration Framework – click for larger version. Marketers realize that an omnichannel customer can only be served properly when having a single customer view. fast growing market but what about content marketing? The reason?

Traditional white papers are likely the staple of your content marketing portfolio, and for good reason. Here’s a couple of reasons we may be seeing the change: Marketing overload – Buyers now receive 32% more marketing campaigns than they did just five years ago (SiriusDecisions).

'Ryan Gosling announced today that he’s leaving acting – and made ReachForce wonder if there is an unspoken backstory to do with revenue marketing and the upcoming Marketo Summit April 8 – 10. We can’t say if we spent tons or a lot of quality time with the hunky social marketing sensation.

'Ryan Gosling announced today that he’s leaving acting – and made ReachForce wonder if there is an unspoken backstory to do with revenue marketing and the upcoming Marketo Summit April 8 – 10. We can’t say if we spent tons or a lot of quality time with the hunky social marketing sensation.

Ryan Gosling announced today that he’s leaving acting – and made ReachForce wonder if there is an unspoken backstory to do with revenue marketing and the upcoming Marketo Summit April 8 – 10. We can’t say if we spent tons or a lot of quality time with the hunky social marketing sensation.

by Dayna Rothman Here is a scenario that resonates with many marketers using inbound marketing as part of their marketing mix. You create your blog, social accounts, maybe a couple of ebooks, and invest in marketing automation software. There are many ways to be successful with inbound marketing.

by Amy Guarino At Marketo, we often say that we’ve made the technology easy, but marketing is still hard. Working with a strong agency partner, either by outsourcing the entire solution to them, or using their skills on the marketing side of things can significantly shorten the time for success and improve overall results.

He is an expert in marketing automation and lead management best practices. In that spirit, we’ve asked some of the big brains on the marketing automation scene for tips, tricks and best practices that will help marketers make it rain with their next marketing automation program or campaign.

The introduction of marketing automation technology has provided a way for marketers to spread their word across an ever-increasing variety of channels. View Original Article

by Jon Miller (@jonmiller) Measuring the contribution that a given marketing program has on revenue and profits is the holy grail of marketing measurement. As a result, perhaps the most common question marketers ask is, “ did this program (this tradeshow, this email blast…) deliver a return on our investment (ROI) ?”. Example.

The idea that someday the CEO or Head of Sales will click a few buttons to set objectives, budget and timing and a machine will create and execute a marketing plan seems pretty far-fetched. When IBM’s Watson can tackle healthcare issues , marketing advice from machines doesn’t seem so unlikely anymore. Marketing Automation.

by Heidi Bullock Marketing automation is a great solution to help drive your business.  Marketers need to be more accountable, engage with customers and potential buyers, and also scale their activities.  With marketing automation software , it becomes easier to scale programs (e.g. Marketing Operations Manager.

by Dayna Rothman In Marketo’s recent Social Marketing Rockstar Tour, we visited 15 cities to talk about implementing, executing, and measuring social strategy. An intense interest in social media and a desire to learn how to use it more holistically in every marketing campaign. Social marketing rules of engagement.

by Dayna Rothman The digital revolution has transformed marketing. With the changing buyer, budget pressures, new social channels, and content, marketers have to do more with less. And marketing automation has become the new must-have technology to help marketers increase their reach.

News & Notes

He is the CEO and chief marketing evangelist at LeadMD. The The company helps businesses generate and manage leads better through marketing automation processes and technologies. Marketing metrics often go wrong, so what’s the right way to go? B2B Marketing Modern B2B MarketingSuccessful Measurement.

by Jon Miller (@jonmiller) Modern marketing in the digital age is not just about numbers and processes.  This is about your brand in general, but there is also a strong connection to how you market your company. Perhaps they are confused by the term automation. It lets you align your marketing to the buyer’s journey.

by Dayna Rothman For our recent Definitive Guide to Marketing Automation launch, I interviewed several marketing automation experts to get their input on key questions such as the future of marketing automation and it’s key benefits over an Email Service Provider (ESP).

by Dayna Rothman There are so many moving parts to today’s marketing landscape. Whether it’s thinking about how to build relationships with buyers, how to leverage the newest social media tool, or how to tie marketing effort to revenue , the modern marketer has a lot on her mind.

At Search Mojo we’re always looking for new and creative ways to utilize the capabilities of marketing automation software to help drive higher conversion rates for our landing pages and for those of our clients. The last question is one that many marketers may not fully consider. Is the offer compelling? News & Notes

by Dayna Rothman Marketing automation is not a new concept, according to the Google Ngram Viewer, the term was first used in 1980, and then started to gain traction in the late 1990s, peaking around 2004. And why has marketing automation suddenly come into the spotlight? In this world, we have marketing automation.

by Dayna Rothman Today’s post is by Janet Driscoll Miller, the President and CEO of Search Mojo, a search engine marketing firm. She has nearly twenty years of marketing experience, and in addition to her work in search engine marketing, Janet has a background in marketing communications. B2B Marketing Landing Pag

There were two bits of news from Marketing Automation Land yesterday: Marketo announced it has filed a draft registration statement for an initial public offering, and Eloqua CEO Joe Payne was quoted as saying his company plans to expand into business-to-consumer marketing. The Marketo news is long-expected.

SmartForms is designed to optimize results for each customer – it works with any marketing automation system and any CRM – and the data enrichment ties into how each sales or marketing operations team works. SmartForms automated enrichment eliminates much of this friction and delay,” Firme explained. About ReachForce.

SmartForms is designed to optimize results for each customer – it works with any marketing automation system and any CRM – and the data enrichment ties into how each sales or marketing operations team works. SmartForms automated enrichment eliminates much of this friction and delay,” Firme explained. About ReachForce.

Two common business terms combined describe the an increasingly popular outreach tool: marketing automation. According to marketing research firm Raab Associates , the marketing automation system industry will reach $750 million in 2013, growing 50 percent from 2012. What is Marketing Automation?

I was made aware of the new infographic “ The Evolution of Marketing Automation ” by Jaclyn from BlueGlass , the company that worked on it for Marketo. It provides you an interesting look back through time showing some key moments in marketing history and, of course, it ends with the advent of marketing automation.

by Dayna Rothman A couple of weeks back, I started a blog series about how to succeed with marketing automation post implementation. The core idea of the series is that implementing marketing automation software is only the beginning; you really need to align your people, processes, and technology in order to really be successful.

All Facebook) Marketing Automation 101  (marketo) Twitter seeks more, better advertising with new API  (GigaOM) What We Talk About When We Talk About “Social”  (Harvard Business Review) Are You Missing Out on This Amazing Opportunity? News & Notes

Ran is the VP of marketing for Leadspace , a pioneer in social lead targeting. An increasing number of CMOs view lead scoring, the process of ranking leads based on their sales-readiness , as a key component in their B2B marketing strategy. Making sense of some of this data enables marketers to take a gigantic step forward.

For this reason, many marketing automation system users and companies using systems are looking to certify these skills for themselves and their team members. Happily, Marketo has just announced a new personal Marketo certification that will launch at the Marketo Summit 2013.

by Dayna Rothman You have decided to purchase marketing automation software and now you need to present your business case to internal stakeholders. If you need help, take a look at our brand new Sample Marketing Automation Internal Selling Template for some guidance. B2B Marketing Marketing Automation

Marketing automation technology can help. If you’re new to our blog, read on; if you’ve been around a while, consider checking out one of our more advanced posts such as The ROI of Marketing Automation. Marketing Automation Enables Modern Business Processes. What You Can Do with Marketing Automation.

by Dayna Rothman Since the dawn of civilization people have found ways to market their goods to potential buyers, and through intense competition modern marketing was born. As technology has become more and more embedded in the lives of consumers, marketing has evolved at a rapid pace. Marketing Automation Modern B2B Marketing

Tips for Making Your Blog a Content Marketing Magnet by @heidicohen via @smexaminer. Creating a Marketing Ecosystem for Your Business @blogcastfm featuring @ducttape. Introducing The Definitive Guide To Marketing Automation by @marketo. Here are our favorites from this week's crop of posts. Good stuff.

Recently I was asked to contribute some thoughts to Marketo’s new ebook, “ The Definitive Guide to Marketing Automation.” What are the most important things to look for in a marketing automation vendor? What do you think the future of marketing automation will look like in the next few years?

by Dayna Rothman For our recent Definitive Guide to Marketing Automation launch, I interviewed several marketing automation experts to get their input on key questions such as how to be successful with marketing automation and how to sell the technology to internal stakeholders. Ease of use and support.

Let me start by saying that the 50% revenue increase I’m projecting for B2B marketing automation in 2013 is a very healthy one. What really got me thinking about this was prepping for a Webinar I’ll be giving next Wednesday on the future of marketing automation ( register here ). million vs. 39.6 million). million.

by Jon Miller This is an excerpt from our latest comprehensive guide, the 100-page Definitive Guide to Marketing Automation. Download the entire ebook  here for free to learn everything you ever wanted to know about marketing automation. Raise your hand if your company has the ability to send marketing emails.

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?

With physical mail being halted on Saturdays this got me thinking about the best times to send emails in the world of B2B marketing , and if weekends are indeed a good time to do so. Mike Volpe chimed in on the conversation with a link to the Science of Email Marketing presentation. B2B Marketing Email Marketing Modern B2B Marketing

I’ve just finished the latest update of our B2B Marketing Automation Vendor Selection Tool (VEST), available on the raabguide.com Web site. The VEST is our evaluation of industry vendors, aimed primarily at companies choosing a marketing automation system. ll get to the 2013 estimate in a bit. That seemed downright scary.

by Dayna Rothman There is a lot of discussion about buying marketing automation, but we less often we see information about implementation strategies and what to do after go-live. Implementing a marketing automation solution is just the beginning to achieving marketing greatness. This is Lesson 1: Discover.

by Jon Miller Creating great content is only part of the content marketer’s challenge. In the “old days” before the content marketing explosion, this was much easier – you could simply list a few whitepapers on a webpage and be done. would add that a good resource center should serve as the hub of all your inbound marketing efforts.

To address the challenge, Marketing started to play a larger role in the revenue process. This is precisely why having a marketing automation platform is so critical for today’s modern marketers. There literally isn’t any other way to keep up with the demands of modern marketing. Watch the clip now.

With that being said here are the top metrics that I measure here at Marketo on a weekly basis. In social media, share of voice refers to the number of conversations about your company vs. your competitors/market. Building a Kick-Ass Social Media Dashboard was posted at Modern B2B Marketing - Marketo Best Practices Blog. | [link].

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. As a modern marketer, you will need to: Be accountable for revenue. Automate processes.