MODERN B2B MARKETING | TUESDAY, JULY 22, 2014
[Marketing, Marketing Automation] 4 Ways a Longer Consumer Buying Cycle Can Work FOR You
'Author: Maggie Jones Marketing consumer products with a long buying cycle can be a blessing and curse. On one hand, there’s a bigger lag between your marketing efforts and an actual purchase – if you’re marketing a car, for example, it might take weeks for a buyer to make her decision. How should I spend my marketing budget?
VIDYARD | MONDAY, JULY 21, 2014
[Marketing, Marketing Automation] Video Marketing Pioneer Vidyard Appoints New Chief Marketing Officer
'Vidyard, the world’s leading video marketing platform, today announced the hire of Tyler Lessard as their new Chief Marketing Officer to help the company extend its market leadership and sales momentum. The Vidyard platform addresses this challenge head-on and we continue to see an exponential increase in market demand.”
VIDYARD | MONDAY, JULY 21, 2014
[Marketing, Marketing Automation] Vidyard Enables Social Marketers With Powerful Video Analytics and Tools in HootSuite
'Vidyard, the world’s leading video marketing platform, today announced the launch of the new Vidyard app for HootSuite, the most widely adopted social relationship platform. The Vidyard app tackles a big need for video marketing enablement in social media, and is available now through the HootSuite App Directory. Press Release
VOICE-BASED MARKETING | FRIDAY, JULY 18, 2014
[Marketing, Marketing Automation] Don’t Make Marketing Decisions Based on Bad Data
'Effective marketing programs begin with tracking all of your marketing activities in order to figure out which are working and which aren’t. Marketing automation provide tools that allow you to track and control a lot of your marketing activities, all from one portal. Get the Most Out of Your Marketing Automation.
MODERN B2B MARKETING | THURSDAY, JULY 17, 2014
[Marketing, Marketing Automation] How to Double Your Marketing Team…WITHOUT New Hires
'Author: Josh Hill When I first heard about marketing automation , I was running demand generation programs for an economic research firm. One year after I’d implemented it, marketing automation had saved me 1,832 hours across the entire team — the equivalent of one full-time hire. Marketing Automation
MODERN B2B MARKETING | MONDAY, JULY 14, 2014
[Marketing, Marketing Automation] The 3-Step Guide to Better Blogging
Today, blogs are practically required of companies who take their marketing seriously, and for good reason – they’re a relatively inexpensive, but highly effective investment of your money and time. At Marketo, the blog falls under our content marketing function; other companies consider their blog to be a function of PR.
HINGE MARKETING | WEDNESDAY, JULY 9, 2014
[Marketing, Marketing Automation] Marketing Automation: What it is and How to Know if Your Firm Needs it
'What is marketing automation, and what can it do for your firm? You are able to measure results of each step of your lead generation and lead nurturing process as well as ROI of your marketing programs and campaigns. Marketing automation has been there all along. Marketing Programs. Social Marketing.
KOMARKETING ASSOCIATES | WEDNESDAY, JULY 2, 2014
[Marketing, Marketing Automation] As the Demand for Online Services Grows, Will The Product Based Business Fade Away?
“You see the signs around you every day, whether it is listening to your Internet radio, virtually hailing your Uber limo ride, finding and paying a flat-fee for legal document creation instead of by the hour, we are surrounded by services,” said Michael Ni, CMO/SVP, Marketing and Products at Avangate. Marketing and Digital Services.
MARKETING ACTION | MONDAY, JUNE 30, 2014
[Marketing, Marketing Automation] Terry Forsey Consulting Builds Business with Marketing Automation
'Editor’s note: We love success stories, especially those involving marketing automation. Even better: The success stories our clients tell when marketing automation allows them to succeed, sometimes even beyond what they hoped for. We started out looking not at any particular solution, but at the market in general.
CUSTOMER EXPERIENCE MATRIX | FRIDAY, JUNE 27, 2014
[Marketing, Marketing Automation] Fliptop: A Customer Data Platform for Predictive Lead Scoring, Pure and Simple
Fliptop scores are loaded into a CRM or marketing automation system where they can be used to prioritize sales efforts and guide campaign segmentation. There are existing connectors for Salesforce.com, Marketo , and Eloqua and it’s fairly easy to connect with others. So what makes Fliptop different from its competitors?
MODERN B2B MARKETING | THURSDAY, JUNE 26, 2014
[Marketing, Marketing Automation] Be Relevant or Die: The New Nature of Nurture
Is your marketing department contributing to your prospects’ frustration and harming your pipeline – or even worse, your bottom line? Harnessing relevance in your marketing efforts involves engaging , relevant , personalized content – you’ve heard it all before. Modern B2B Marketing But the simple truth?
BIZNOLOGY | WEDNESDAY, JUNE 25, 2014
[Marketing, Marketing Automation] 4 simple truths about content marketing re-imagined
'Content marketing is still a new field, and it remains dynamic and evolving. These all reveal the importance of content marketing to businesses, and the very management of day to day operations. Automating your content marketing can be dehumanizing. Marketing automation distances you from your audience.
MODERN B2B MARKETING | MONDAY, JUNE 23, 2014
[Marketing, Marketing Automation] What Content Marketing ROI and a Beach in Fiji Have in Common
'Author: Hana Abaza Any marketer worth her salt is results driven. Marketers understand that in order to make an impact on the bottom line, you need insight into how people are interacting with you, your product, and the company or brand as a whole. So how does content marketing automation work, and how does it help you measure ROI?
MODERN B2B MARKETING | FRIDAY, JUNE 20, 2014
[Marketing, Marketing Automation] How Marketers Can Learn to Speak “IT”
People in sales, people in marketing. But soon I got an entirely different perspective when I quit IT…and went into marketing. The Marketing/IT Divide. Now that I’m on the other side, I realize that people in sales and marketing don’t do all those things to spite IT. Modern Marketing policed the policies. Bribery.
MODERN B2B MARKETING | MONDAY, JUNE 16, 2014
[Marketing, Marketing Automation] 4 Simple Ways to Make Automated Emails Feel Personal…AND On-Brand
'Author: Rachel Kavanagh There’s no doubt about it: automating your marketing can bring incredible efficiencies to your business, allowing you to scale your efforts without losing precision. After all, it’s widely accepted that it takes at least seven positive marketing messages to make a brand stick in a potential customer’s mind.
IT'S ALL ABOUT REVENUE | FRIDAY, JUNE 13, 2014
[Marketing, Marketing Automation] How to Nurture Contacts Beyond the Inbox
'by Contributor Friendly | Tweet this Editor’s Note: Today’s post comes courtesy of Pete Schott , Product Marketing Manager at Bizo. Pete is responsible for social, content and product marketing at Bizo , which specializes in business audience marketing. Follow Pete on Twitter @slapschott. Lead Nurturing
MODERN B2B MARKETING | WEDNESDAY, JUNE 11, 2014
[Marketing, Marketing Automation] The Future of Digital Marketing is Already Here
'Author: Mike Stocker Today, the needs of all marketers are converging, creating a common set of goals. As marketers, we now strive to: Build deep, enduring relationships with our customers at an individual, personalized level. This movie predicted that, 50 years from now , personalized, 1:1 marketing would be the status quo.
MODERN B2B MARKETING | WEDNESDAY, JUNE 4, 2014
[Marketing, Marketing Automation] Introducing Marketo’s Email Lookbook for Spring/Summer 2014
Today’s marketers need a combination of eye-catching design, clever text, and attention-grabbing headlines to engage and be top-of-mind for today’s consumers. They believe marketers should know who they are, where they live, and what their buying behavior looks like. Using multi-media marketing is one very effective way.
MODERN B2B MARKETING | MONDAY, JUNE 2, 2014
[Marketing, Marketing Automation] How Predictive Lead Scoring Takes The Guesswork Out Of Identifying The Leads Most Likely To Buy
At that time, I was the only marketer and employee #5 in the company, and we were starting to get some real traction in customer acquisition. Taste of Being A 10X Marketer. We ended up partnering with several major CPA associations and we built a bunch of microsites with relevant messaging to more effectively reach this new market.
MODERN B2B MARKETING | FRIDAY, MAY 30, 2014
[Marketing, Marketing Automation] Why Technology Makes Your Email Marketing MORE Personal, Not Less
At Marketo, we actually recommend sending these kinds of emails – often, the shopper just needs a gentle nudge. But because I’m an online marketer interested in email strategy and consumer behavior, I wasn’t annoyed for long. Perhaps separate marketing functions were in charge of each email type. Email Marketing
MODERN B2B MARKETING | THURSDAY, MAY 29, 2014
[Marketing, Marketing Automation] 4 Reporting Features You NEED in Marketing Automation
'Author: Frank Passantino Every marketing automation platform uses some type of reporting. But while every platform displays reports in different ways, and every marketer has different needs, there are some major insights that your marketing automation platform MUST be able to provide. Marketing Program Investment.
BUZZ MARKETING FOR TECHNOLOGY | WEDNESDAY, MAY 28, 2014
[Marketing, Marketing Automation] The Missing Link Between Media and Marketing
'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
MODERN B2B MARKETING | TUESDAY, MAY 27, 2014
[Marketing, Marketing Automation] Forget ‘The Bachelorette’: IT + Marketing is the New Romance
'Author: Heidi Bullock Not very long ago, the main interactions between marketers and the IT department were around upgrading phones, storing files on a backup drive, or maybe transferring someone to the coolest new Mac from an aging PC. Otherwise, marketers only approached IT when the situation was dire. Modern Marketing
MODERN B2B MARKETING | FRIDAY, MAY 23, 2014
[Marketing, Marketing Automation] How One Organisation is Becoming More Customer-Focused – and How You Can Too
As an occasional flyer on airline RyanAir, I’d received a marketing email with this simple headline: “We’re Changing”. Indeed, a few Google searches will reveal many examples of their marketing antics over the years – and a barrage of customer complaints. The Marketing U-Turn. Become a Marketing-First Organisation.
MODERN B2B MARKETING | WEDNESDAY, MAY 21, 2014
[Marketing, Marketing Automation] Why Marketing Doesn’t End at the Sale – Customer Obsessed Lifecycle Marketing
'Author: Amanda Scigaj Marketing’s role in an organization often boils down to creating new leads and revenue opportunities, and then passing them to sales. But most marketers know that it’s more cost effective to renew business with an existing customer than to acquire a new lead. Lifecycle Marketing Encourage Advocacy.
MODERN B2B MARKETING | THURSDAY, MAY 15, 2014
[Marketing, Marketing Automation] Why Best-of-Breed Marketing Solutions are Sweeter than Suite
'Author: Maggie Jones If you’re considering the move to marketing automation – or a switch from your current solution – there are a lot of factors to consider. And as we discuss in our new ebook, Sweeter than Suite Solutions: Choose Your Own Marketing Automation Platform , marketers often pay a high price for choosing stack solutions.
MODERN B2B MARKETING | TUESDAY, MAY 13, 2014
[Marketing, Marketing Automation] How to Jump Start Your Enterprise’s Move to Marketing Automation
'Author: Shyna Zhang No one has a better seat at the intersection of ‘digital’ and ‘customers’ than marketers. But even though marketing automation is at the center of the marketer’s ability to lead digital growth, enterprise marketers are some of its slowest adopters. Marketing Strategy.
MODERN B2B MARKETING | MONDAY, MAY 12, 2014
[Marketing, Marketing Automation] Two Heads are Better than One: When Science, Art, and Marketing Meet
'Author: Dayna Rothman A few months ago, we asked our social media followers to write marketing haikus inspired by one of our favorite marketing topics — email marketing, social media, content marketing, and marketing automation. To be featured in one of Marketo’s visual slide decks or infographics.
B2B MARKETING MENTOR | FRIDAY, MAY 9, 2014
[Marketing, Marketing Automation] Analysis of 300 Job Listings Reveals What Employers Are Looking For in a Content Marketing Manager
'According to the Content Marketing Institute (CMI), 93 percent of all B2B marketing companies use content marketing. Of course, to fuel a content marketing strategy, you need content: 58 percent of companies surveyed plan to increase their content marketing spending this year, while just 1 percent plan to decrease it.
MODERN B2B MARKETING | THURSDAY, MAY 8, 2014
[Marketing, Marketing Automation] Who’s Visiting Your Website? How to “Unmask” Anonymous Visitors
'Author: Maggie Jones If you’re a marketer – whether you market directly to individual consumers, or to businesses made up of individuals – you probably think a lot about why people buy. That’s why today, appealing to buyers is largely about personalized, customized, responsive marketing. But What About Anonymous Prospects?
MODERN B2B MARKETING | WEDNESDAY, MAY 7, 2014
[Marketing, Marketing Automation] Instagram, Barbershops, and the Power of Continuous Marketing
At this point, you may be saying “What the heck does story this have to do with marketing?” This small, locally owned barber shop was masterfully engaging in offline marketing. What is Continuous Marketing? If you want your marketing to be truly effective, you can’t just think in terms of “one-time campaigns.”
SAZBEAN | TUESDAY, MAY 6, 2014
[Marketing, Marketing Automation] Tips for Effective Lead Generation
'While we may have marketing to increase awareness or stay top-of-mind, the gold at the end of the rainbow is generating quality leads. Content marketing and communicating with customers via social channels are great ways to connect, but how do you leverage your efforts to generate leads? should be direct marketing or advertising.
MODERN B2B MARKETING | FRIDAY, MAY 2, 2014
[Marketing, Marketing Automation] Just Bought Marketing Automation? 9 Pro Tips for Success
'Author: Tania O''Connor I’d been a marketer for 17 years when I joined Marketo. In my previous job, as a marketing director at another company, I’d inherited Marketo’s marketing automation platform. Organize all of your marketing automation activity in folders, and follow a standard naming convention.
MODERN B2B MARKETING | TUESDAY, APRIL 29, 2014
[Marketing, Marketing Automation] Predictive Analytics: The Next Piece of the Social Puzzle
That means that to stay relevant and effective, marketers need to stay on their toes. Today, I’d like to talk about the latest piece of the social marketing puzzle – predictive analytics. This led to a shift from broadcasting marketing messages over social, to using social for listening and engagement. Interested? Social Media
MODERN B2B MARKETING | FRIDAY, APRIL 25, 2014
[Marketing, Marketing Automation] #CalendarProblems: 3 Signs Your Marketing Calendar is Holding You Back
'Author: Maggie Jones Today, I’d like to share some breaking news from the Bureau of Obviousness: marketers have a lot on their plates. Regardless of what kind of marketing you do, or the size of your team, or the annual revenue of your company, you’ve probably learned to multi-task in your sleep. Modern Marketing
THE FORWARD OBSERVER | THURSDAY, APRIL 24, 2014
[Marketing, Marketing Automation] Work Hard, or Work Smart? Automate Your B2B Lead Nurturing
'Artillery B2B Marketing Blog > The Forward Observer Are you losing touch with prospects who are not ready to buy, but might buy from you in the future? Automated lead nurturing will help you keep in touch. Reduce the percent of marketing-generated leads ignored by sales (from as high as 80% to as low as 25%). Ignore them.
THE FORWARD OBSERVER | THURSDAY, APRIL 24, 2014
[Marketing, Marketing Automation] Work Hard, or Work Smart? Automate Your Lead Nurturing
'Artillery B2B Marketing Blog > The Forward Observer Are you losing touch with prospects who are not ready to buy, but might buy from you in the future? Automated lead nurturing will help you keep in touch. Reduce the percent of marketing-generated leads ignored by sales (from as high as 80% to as low as 25%). Ignore them.
MODERN B2B MARKETING | TUESDAY, APRIL 22, 2014
[Marketing, Marketing Automation] 5 Mid-Funnel Lead Nurturing Mistakes
'Author: Steve Gershik Most marketers have their eyes on many moving targets — lead generation , conversion rates, new customer acquisition, customer retention, and even customer expansion. Not only will this make you a more effective marketer but, unlike flossing, you’ll have fun. Don’t Let Your Data Go Bad. Try it.
MODERN B2B MARKETING | MONDAY, APRIL 21, 2014
[Marketing, Marketing Automation] Moneyball for Marketers
We’ve talked about Moneyball and marketing automation on the blog before , and the analogy still rings true. Here’s a laundry list of lessons that marketers can learn from the Moneyball method. As a marketer, focus on the KPIs that truly reflect profits earned. For online marketers, this is admittedly old hat.
MODERN B2B MARKETING | THURSDAY, APRIL 17, 2014
[Marketing, Marketing Automation] Your Enterprise’s (Almost) Unfair Competitive Advantage
'Author: Shyna Zhang As an enterprise product marketer at Marketo, I spend a lot of time talking to enterprise executives about marketing automation. When your enterprise adopts marketing automation , it unleashes the power of marketing. Step Two: Shuffle Your Marketing Team.
BLOG MY CALLS | WEDNESDAY, APRIL 16, 2014
[Marketing, Marketing Automation] Q1 Phone Lead Score Data: 29% of Calls are 'Great Leads'
By now marketers are familiar with lead scoring for web leads. Marketing automation tools like Hubspot and Marketo evaluate leads and provide an actual lead quality ''score'' for each lead. This allows marketers to evaluate campaigns, not just for the number of leads they produce, but also the quality of those leads.
THE POINT | WEDNESDAY, APRIL 16, 2014
[Marketing, Marketing Automation] New Marketing Automation Buyer’s Guide Offers Valuable Advice
'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.”. The guide also includes insights from leading marketing automation practitioners.
MODERN B2B MARKETING | WEDNESDAY, APRIL 16, 2014
[Marketing, Marketing Automation] Using a Trial/Freemium Model? Here’s How to Convert Those Users into Customers
'Author: Steven Simoni If you’re a marketer with a Software-as-a-Service (SaaS) provider, you may have found that free trials and freemium models are an easy, low-risk way to introduce potential customers to your products. Through marketing automation. Marketing Automation So how can you make that happen?
MODERN B2B MARKETING | MONDAY, APRIL 14, 2014
[Marketing, Marketing Automation] Lead Generation for Dummies: 7 Lead Generation Strategies You Might Not Have Considered
'Author: Dayna Rothman Most marketers incorporate lead generation tactics like Facebook ads, events, ebook creation, email marketing, and more into their overall marketing mix. However, there are many additional creative and innovative lead generation strategies that marketers can tap into. Going Guerrilla. Newsjacking.
PAUL GILLIN | FRIDAY, APRIL 11, 2014
[Marketing, Marketing Automation] Marketo Tells How to Use Social Media for Lead Generation
'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.
MODERN B2B MARKETING | FRIDAY, APRIL 11, 2014
[Marketing, Marketing Automation] Marketing Trend Watch: 2014 Planning Survey
'Author: Maggie Jones As any marketer will tell you, planning isn’t something that happens once a year. In fact, when it comes to your marketing activities, planning is a continual, on-going activity – in order to be responsive, marketers are called upon to constantly review and reconfigure their plans. Modern Marketing
CUSTOMER EXPERIENCE MATRIX | THURSDAY, APRIL 10, 2014
[Marketing, Marketing Automation] Marketo Conference: Small Changes, Big Picture
'Marketo wrapped up its three day Marketing Nation conference yesterday, having once more displayed its own marketing prowess by attracting national media attention (see here and here ) with an appearance by Hillary Clinton. I wasn’t at the conference but Marketo briefed me on their plans.) Let me be clear. Fair enough.
CUSTOMER EXPERIENCE MATRIX | WEDNESDAY, APRIL 9, 2014
[Marketing, Marketing Automation] Vocus Purchased by Private Equity Firm GTCR: This Could Be Interesting
million in cash, a premium of 48% over their stock market price. x revenue, compared with the 6 to 7 x multiples paid for ExactTarget and Responsys by Salesforce.com and Oracle and the 14 x that Marketo commands in the stock market. marketing automation industry marketing software marketing suites vocus
MODERN B2B MARKETING | WEDNESDAY, APRIL 9, 2014
[Marketing, Marketing Automation] Tear Down This Wall Between Ad Tech and Marketing Automation
Yesterday, we announced a new strategic partnership between Marketo and Acxiom that will tear down the wall between ad tech and marketing automation. But before we get to this partnership, we need to understand why these two worlds (of ad tech and of marketing automation) were separated in the first place.
MODERN B2B MARKETING | FRIDAY, APRIL 4, 2014
[Marketing, Marketing Automation] The Dangers of a “Good Enough” Solution: The 4 Major Shortcomings of Generic Lead Scoring
'Author: Dayna Rothman As a smart marketer, you have probably considered a marketing automation solution for your business. And we know that every marketing team is unique and has different needs. Most of these basic marketing automation solutions have a single lead score associated with each lead or contact in the CRM.
THE FORWARD OBSERVER | TUESDAY, APRIL 1, 2014
[Marketing, Marketing Automation] B2B Smarketing: The 5 Steps To Make Sales and Marketing Work Together
'Artillery B2B Marketing Blog > The Forward Observer. Are you tired of the childish bickering and finger pointing between Sales and Marketing? In many B2B companies, similar divisions can exist between Sales and Marketing. For instance, sales people will complain about poor quality leads generated by marketing.
THE POINT | TUESDAY, APRIL 1, 2014
[Marketing, Marketing Automation] Why is Inside Sales So Scared of Lead Nurturing?
'Recent studies tell us while the adoption of marketing automation technology continues to gain momentum, fewer than 20 percent of marketing executives say that they are fully integrating the technology into their current sales and marketing initiatives. Marketo sends first follow-up email. Wait 2 weeks.
MODERN B2B MARKETING | TUESDAY, APRIL 1, 2014
[Marketing, Marketing Automation] The Definition of Omni-Channel Marketing – Plus 7 Tips
'Author: Mike Stocker Marketing is undergoing rapid and major changes. We’re moving away from mass, “push”-based marketing, and towards more personalized, 1:1 communication with consumers, through the many channels and on the many devices they use. What is Omni-Channel Marketing? First of all, what is omni-channel marketing?
MODERN B2B MARKETING | FRIDAY, MARCH 28, 2014
[Marketing, Marketing Automation] Your Expo Hall Game Plan: Make the Most of Marketo’s Marketing Nation Summit 2014
conference isn’t just a place to network – it can also be a place to kick off important internal initiatives, shop around for new vendors, and extend the functionality of your current marketing solutions. New to Marketing Automation: A Broad Approach. How can various marketing solutions work together to achieve separate goals?
MODERN B2B MARKETING | THURSDAY, MARCH 27, 2014
[Marketing, Marketing Automation] The State of Marketing Automation Trends 2014 [Infographic]
'Author: Dayna Rothman Finding the right marketing automation software is tough when you are searching for the first time. Did you know that 91% of buyers are evaluating marketing automation for the first time? Infographic Marketing Automation Please use the HTML code below to embed this graphic.
CUSTOMER EXPERIENCE MATRIX | WEDNESDAY, MARCH 26, 2014
[Marketing, Marketing Automation] IBM May Buy Silverpop: B2B Marketing Automation and B2C Email Would Be Great Fit
The other enterprise-level B2C email vendors ( ExactTarget , Responsys ) have already been bought at wondrously high prices, and every B2B marketing automation vendor I talk to tells me that potential investors are approaching them constantly. My only reaction was, What the heck took so long? This makes Silverpop a perfect fit.
MODERN B2B MARKETING | FRIDAY, MARCH 21, 2014
[Marketing, Marketing Automation] How to Lean into a Partner Ecosystem
'Author: Julie Ritchie If you’ve been paying attention to the digital marketing landscape lately, you may have noticed the rising popularity of partner ecosystems – LaunchPoint , Marketo’s partner ecosystem, just celebrated its first birthday. But what are partner ecosystems, and how do they help marketers do their jobs?
ANNUITAS | THURSDAY, MARCH 20, 2014
[Marketing, Marketing Automation] Notes from the Marketing Operations Executive Summit 2014
'Rather than write a summary of the fantastic Marketing Operations Executive Summit , which just wrapped up in San Diego yesterday, I thought I might share the highlights by pulling together my “stream of consciousness” twitter stream from the event. RT @RHsays What does sales need from marketing? Why the marketing tech explosion?
E-LIGN | THURSDAY, MARCH 20, 2014
[Marketing, Marketing Automation] The 2014 Digital Marketing Ecosystem
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. Every company needs a Marketing Technologist. Marketing Automation is a significant sales booster.
MODERN B2B MARKETING | THURSDAY, MARCH 20, 2014
[Marketing, Marketing Automation] Why Marketing Automation, Why Now?
If you’re in marketing, a “trend” you’ve probably heard about is marketing automation. So in a nutshell, what does marketing automation do, and why should you care? first purchased marketing automation (Marketo, specifically) while working at an another company several years ago.
THE POINT | TUESDAY, MARCH 18, 2014
[Marketing, Marketing Automation] In Defense of Unsolicited Email
'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? Stop buying lists.
MODERN B2B MARKETING | TUESDAY, MARCH 18, 2014
[Marketing, Marketing Automation] Why I Hate Tuesdays
Some Tuesday mornings I find two or three dozen new junk emails in my Marketo inbox. also get a lot of so-called “white hat” B2B marketing emails. Marketers need to stop buying mass targeted lists. Why I Hate Tuesdays was posted at Marketo Marketing Blog - Best Practices and Thought Leadership. | [link].
MODERN B2B MARKETING | TUESDAY, MARCH 18, 2014
[Marketing, Marketing Automation] Meet the New ‘Status Quo’: Personalized, Customized User Experiences
'Author: Frank Passantino As any marketer can tell you, the nature of commerce has dramatically changed in the last decade – in fact, it’s changed a lot in the last year. How can marketers turn that data into meaningful, actionable insights? Persona based marketing tools. Reporting and visualization of the customer.
MODERN B2B MARKETING | THURSDAY, MARCH 13, 2014
[Marketing, Marketing Automation] Here’s A Key Mistake That Many Marketing Automation Buyers Make
'Author: Jon Miller Too often, I see first-time marketing automation buyers focus too much of their attention on relatively small differences in cost, rather than growing the top-line opportunities that the right automated marketing solution can provide. Marketing Automation
VIDYARD | WEDNESDAY, MARCH 12, 2014
[Marketing, Marketing Automation] How ClearFit Combines Video and Marketo for More Clicks and Customers
'Because SiriusDecisions predicts that marketing automation adoption will rise by 50% before 2015, it’s really important for early adopters to start mastering their MAP to gain a competitive edge. Best in class marketers know this and are starting to combine their MAPs with video engagement data to reap the benefits.
MODERN B2B MARKETING | THURSDAY, MARCH 6, 2014
[Marketing, Marketing Automation] When Sales “Intelligence” is Actually Sales Interruption
'Author: Michael Berger There are many sales intelligence tools in the marketing automation space, all touting to help sales’ productivity by providing insight into buying behavior and helping sales to identify the hottest leads. Marketing Automation Sales In other words, they harm sales productivity. This is good.
MODERN B2B MARKETING | FRIDAY, FEBRUARY 28, 2014
[Marketing, Marketing Automation] Brand Loyalty isn’t Dead – Don’t “Buy” the Hype
Consumer marketers often site brands like Harley Davidson or Coca-Cola as brands who leverage sub-conscious loyalty – you might not think, “I’m a Coca-Cola person, through and through,” but you might sub-consciously associate Coca-Cola with your childhood, or the summertime, or their “Small World Machine” campaign. Digital Marketing
ANNUITAS | THURSDAY, FEBRUARY 27, 2014
[Marketing, Marketing Automation] Three Things a Demand Strategy is NOT
Instead, they purchase some type of marketing technology, load up a list, blast a few emails and call it a strategy. Demand Strategy does not start with a marketing technology solution. once heard someone say that if you have chaos, the only thing technology will do is automate the chaos. This couldn’t be more true.
MODERN B2B MARKETING | THURSDAY, FEBRUARY 27, 2014
[Marketing, Marketing Automation] Where B2B and B2C Blur: A Lesson from the Polar Vortex
'Author: Shyna Zhang Recently, I had dinner with a Marketing VP from a leading global shipping company. We often think of business-to-business (B2B) and business-to-consumer (B2C) best marketing practices as completely different from one another, but consumers are also professionals who make B2B purchasing decisions. Modern Marketing
VIEWPOINT | THURSDAY, FEBRUARY 27, 2014
[Marketing, Marketing Automation] Marketing Automation is Not Marketing Strategy
'We are republishing this blog by Ruth Stevens (originally run January 29, 2014) because she hits the nail on the head about marketing automation. In the opening paragraph she states: “Marketers sometimes see automation as a silver bullet. Marketing automation doesn’t identify your best target audiences.
MODERN B2B MARKETING | WEDNESDAY, FEBRUARY 26, 2014
[Marketing, Marketing Automation] Marketing Operations Triage: The Art of Getting Stuff Done
'Author: Veronica Holmes If you’re a marketer, two things in your life will be guaranteed: 1) people will ask you to do a lot of things, and 2) you won’t be able to do them all. What separates effective marketers from ineffective marketers is the ability to prioritize your projects. Modern Marketing
MODERN B2B MARKETING | TUESDAY, FEBRUARY 25, 2014
[Marketing, Marketing Automation] More Eyes on Your Video – How and Where to Share
'Author: Jon Spenceley Ask any marketer what’s on his or her mind this year, and video will likely be at the top of the list. All trends suggest that 2014 will be the year of video marketing. But although demand for video content is certainly growing, marketers still struggle to use video effectively. Modern Marketing
MODERN B2B MARKETING | FRIDAY, FEBRUARY 21, 2014
[Marketing, Marketing Automation] When Influencer Outreach Crosses the Line – And How to Cross Back Over
Part of my role as Marketo’s digital marketing evangelist is to manage influencer relations. recently asked some of my smart marketer friends to submit lead generation tips … and they did ! At Marketo, we create a lot of content, and I’m always worried that my next “ask” will cross the line. Modern Marketing Again.
MODERN B2B MARKETING | THURSDAY, FEBRUARY 20, 2014
[Marketing, Marketing Automation] Here’s How to Make Your Website As Personalized as Your Email
And they expect your marketing messages to cruise right along with them. But while email marketing professionals have gotten really good at connecting with their audiences one-to-one, the next frontier involves real-time personalized content on the web and on mobile devices. Today’s Marketer Must Be a Master of the Customer Experience.
VOICE-BASED MARKETING | WEDNESDAY, FEBRUARY 19, 2014
[Marketing, Marketing Automation] Marketing Analytics: A Must Have in 2014
'Listen up, marketing gurus! recent study from The Online Marketing Institute revealed 37% of executives overseeing online marketing campaigns are unhappy or dissatisfied with the level of digital analytics skills from their teams. Mobile Marketing. Email Marketing. Content Marketing. Marketing Automation.
MODERN B2B MARKETING | FRIDAY, FEBRUARY 14, 2014
[Marketing, Marketing Automation] Why Lead Nurturing is an Art AND a Science
Your nurture team needs to produce content, but it also needs to perform complex marketing operations. . On some marketing teams, all of your lead nurturing will be managed by one person; on other teams, it’ll be divided among several. The operations coordinator will spend a lot of time within your marketing automation system.
CUSTOMER EXPERIENCE MATRIX | THURSDAY, FEBRUARY 13, 2014
[Marketing, Marketing Automation] Marketing Automation 2014 Industry Overview: What the Surveys Tell Us
'The Interwebs have delivered an unusually rich trove of data about the marketing automation industry in the past few weeks. Taken together, these provide a clearer picture than usual of the state of marketing automation. I''d guess this is because they are answering specifically about marketing management.
MODERN B2B MARKETING | WEDNESDAY, FEBRUARY 12, 2014
[Marketing, Marketing Automation] How to Win Valentine’s Day the Marketing Way
And who knows more about return on investment, or ROI, than marketers? Using my marketing-inspired method, you can woo your sweetheart for less than $100. key principal in marketing is to know your audience. If not, take a cue from a marketer: it’s time to do some research. Modern Marketing The best part? together.
THE POINT | TUESDAY, FEBRUARY 11, 2014
[Marketing, Marketing Automation] Accelerating the Pace of Inbound Leads: An Interview with Paul Albright of Captora
'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. sat down with Paul recently to talk about his new company and where Captora fits into the ever-expanding landscape of marketing technology. HS] Thanks Paul!
VOICE-BASED MARKETING | TUESDAY, FEBRUARY 11, 2014
[Marketing, Marketing Automation] The Role of Voice Broadcasting in Marketing for Lead Nurturing and Customer Retention
'Last Friday I received a recorded voice broadcast in my office voicemail box from Marketo co-founder and VP of Marketing Jon Miller. It was promoting their upcoming Marketing Nation Summit , and it got me thinking a bit about the role of voice broadcasting in marketing. If not, why not?
3D2B | TUESDAY, FEBRUARY 11, 2014
[Marketing, Marketing Automation] Do This One Simple Thing to Boost Qualified B2B Leads
Start putting out feelers in the job market? Automate It. First, invest in the latest in marketing automation platform that can help you to capture leads, pre-qualify them, and prioritize them; for example, Marketo, Eloqua, Pardot or Act-On. Run for cover? How could you possible achieve such an absurd goal?
VOICE-BASED MARKETING | THURSDAY, FEBRUARY 6, 2014
[Marketing, Marketing Automation] Guest Post: 3 Paths to Messaging You Must Manage
Sales and marketing teams can overcome this problem by providing targeted, relevant messages to their prospects. Marketing Automation Tools. major development in the marketing world in the past 10 years has been the rise of tools like Hubspot, Marketo, and Pardot. Voice-Based Marketing Tools.
CUSTOMER EXPERIENCE MATRIX | TUESDAY, FEBRUARY 4, 2014
[Marketing, Marketing Automation] New Raab VEST Report: B2B Marketing Automation Will Reach $1.2 Billion in 2014
'I’ve just published the latest edition of our B2B Marketing Automation Vendor Selection Tool (VEST), with updated entries on all your favorites and several new entries to boot. Yes, there’s continued growth in various aspects of social media marketing and in mobile-friendly content creation. billion. You heard it here first.
CRIMSON MARKETING | TUESDAY, FEBRUARY 4, 2014
[Marketing, Marketing Automation] Jon Miller, Marketo Co-Founder and VP Marketing : How To Make Data Analytics a Natural Marketing Outcome [Podcast]
Marketing automation is the hot trend in technology marketing, but how do you move away from the daunting process of “data science”? ” Some of his key points include: Marketing must use the language of business, not the language of marketing, and have the right tools to earn a seat at the revenue table.
MODERN B2B MARKETING | TUESDAY, FEBRUARY 4, 2014
[Marketing, Marketing Automation] Why a Customer-Obsessed Culture is About More than Persona Marketing
But remember, segmentation and email marketing are only the first steps toward achieving real customer engagement. Not all marketers have marketing automation. The Changing Role of the Marketer. When marketing to your database, take more than customer personas into account. Lifecycle Marketing
VIDYARD | TUESDAY, FEBRUARY 4, 2014
[Marketing, Marketing Automation] How to use Video Marketing to Generate Leads
If you’re working with a marketing automation platform like Marketo or Eloqua, a gate can be especially powerful because your MAP will automatically create a contact record for a lead once the viewer fills out the field, and it will track the rest of the lead’s viewing behaviour once they have watched your video.
MODERN B2B MARKETING | MONDAY, FEBRUARY 3, 2014
[Marketing, Marketing Automation] Ditch the Carpool Lane! Why Marketing Automation is the Self-Driving Car
'Author: Maggie Jones As a marketer, your job is to guide your leads through the sales funnel, from anonymous prospects to happy customers. As a marketer, one of the best ways to nurture those leads is through relevant and engaging email marketing , delivered in a way that is both personal and powerful. The disadvantage?
CUSTOMER EXPERIENCE MATRIX | FRIDAY, JANUARY 31, 2014
[Marketing, Marketing Automation] More New Systems Challenge the Marketing Automation Status Quo
'Last week’s post looked at newer marketing automation systems that focused on small businesses. The general notion is that small businesses are finding existing marketing automation products too hard to use and would be happy with something simpler, especially if it costs less. Here are a few options. to $9.99 per month.
3D2B | FRIDAY, JANUARY 31, 2014
[Marketing, Marketing Automation] Are You Sabotaging the Magic of Marketing Automation?
'It’s only natural for marketers involved in business-to-business lead generation to be attracted to the lure of marketing automation. All of this creates a myriad of data points that marketing can use to optimize the website, attract more traffic, and provide more of the content that Web visitors love. Not so!
BIZNOLOGY | WEDNESDAY, JANUARY 29, 2014
[Marketing, Marketing Automation] Marketing automation is not marketing strategy
Too often, these days, I am hearing B2B marketers mouth claims like “We got this new [fill in the brand] automation tool, so now we can reduce headcount.” Or, “Once this automation system is installed, it will take our marketing to the next level.” Marketers sometimes see automation as a silver bullet.
MODERN B2B MARKETING | WEDNESDAY, JANUARY 29, 2014
[Marketing, Marketing Automation] How to Win at LinkedIn Sponsored Updates
Here’s a recent Sponsored Update from Marketo: But although these ads were introduced in July, many companies have yet to crack their code. After months of trial and error at Marketo, we’ve learned a few best practices worth sharing. Want to learn more about social marketing on LinkedIn? Target Like A Champ. You can. In Closing.
MODERN B2B MARKETING | TUESDAY, JANUARY 28, 2014
[Marketing, Marketing Automation] The CMO Six-Pack: How to Pump Up Your Pipeline
Today’s CMOs are held accountable for revenue generation, which requires a more systematic approach to market engagement, and a deeper understanding of technology. According to a study from MarketingSherpa, here are the top priorities of today’s CMOs: Achieving or increasing measurable marketing ROI. MARKETING AUTOMATION.
MODERN B2B MARKETING | FRIDAY, JANUARY 24, 2014
[Marketing, Marketing Automation] Why Single-Touch Doesn’t Make Sense in a Multi-Touch World
'Author: Michael Berger Although the world in which marketers are operating is changing quickly, the reports they are using to make decisions are not. One of a marketing report’s most important functions is the link between revenue and the campaigns responsible for generating that revenue. Marketing Automation
MODERN B2B MARKETING | WEDNESDAY, JANUARY 22, 2014
[Marketing, Marketing Automation] How to Give a Promotion You Won’t Regret
At Marketo, our data shows that internal hires to our sales team often ramp faster than outside hires. It makes sense: these hires are already immersed in our culture, understand the benefits of marketing automation , and have a good sense of how to succeed at the next level. Conquer. Repeat. . Here’s how it works: 1.
MODERN B2B MARKETING | MONDAY, JANUARY 20, 2014
[Marketing, Marketing Automation] Why You Should Include Phone Calls in Your Email Performance Metrics
'Author: Blair Symes Email remains one of the most popular vehicles for outbound marketing. Despite the abundance of articles and blog posts proclaiming the death of email marketing (Overcrowded inboxes! a 2013 benchmark report from MarketingSherpa found that 64% of companies planned to increase their investment in email marketing.
MODERN B2B MARKETING | FRIDAY, JANUARY 17, 2014
[Marketing, Marketing Automation] 9 Signs You’re Ready to Adopt Marketing Automation
'Author: Amy Guarino As the VP of Business Development at Marketo, I frequently hear from agencies whose clients are considering marketing automation. Often, their client is already running email campaigns to communicate with prospects, and they want to know: “Why should I start using marketing automation now ?”.
BLOG MY CALLS | THURSDAY, JANUARY 16, 2014
[Marketing, Marketing Automation] Call Leads Quickly: Some Stats and An Argument
'We had a grand argument in our marketing department this morning. The other side argued that every lead should simply drop into our marketing automation and email marketing platform and receive nurturing emails until they actually request a demo. They''re somewhat ''in-market.''. Both sides are viable. Good point.
MODERN B2B MARKETING | WEDNESDAY, JANUARY 15, 2014
[Marketing, Marketing Automation] The Definitive Guide to Lead Generation
'Author: Dayna Rothman Lead generation describes the marketing process of stimulating and capturing interest in a product or service for the purpose of developing sales pipeline. If you can generate more leads for your sales team, not only are you helping your company grow, but you are also helping marketing’s credibility.
MODERN B2B MARKETING | TUESDAY, JANUARY 14, 2014
[Marketing, Marketing Automation] 5 Internal Processes to Make You a Marketing Automation Superhero
'Author: Kimi Fowler Marketing automation can bring you and your team great power, and as Spider Man’s Uncle Ben once said, “With great power comes great responsibility.” Once you’ve got your marketing automation implemented, you need to use your new powers with respect and caution. Marketing Automation
MODERN B2B MARKETING | FRIDAY, JANUARY 10, 2014
[Marketing, Marketing Automation] What Snapchat Can Teach Us about Social Behavior, the Adoption Curve, and Market Value
And, because I’m in marketing, I also wondered what my adoption behavior could teach marketers. Marketers also need to figure out where their products will fall on the adoption curve. Once you’ve determined where on the adoption curve your product lies, you can figure out the best way to market to the appropriate group.