Obviously, Google has been working on this problem too, from a different angle, by allowing business owners to update their own information on Google Maps. Recently, I’ve been playing around with foursquare to get a better understanding of it, and think about how it might have a significant impact on B2B marketers. Whereas I’m far from a power user, I have unlocked a few badges (sadly, one of my first was the “Jetsetter” badge that is given for checking in at 5 airports), and I’m in strong contention for the Mayorship of Eloqua. The motivation to do this is startlingly small. MORE >>

How do the data, activities, and process aspects of the integration work together with our business? The market for marketing automation software is doing very well these days. This has lead to an unprecedented variety of options for marketers to choose from, and the range of options can be dizzying. While many of the discussions can focus on software and feature/function comparisons, this is only one element of success. To be truly successful, you need focus on the people, process, and technology changes with equal energy. What mistakes can be avoided? How are leads routed to sales? MORE >>

Destinations and Discussions Beyond the session content itself, the team worked to build a number of relevant destinations and discussions in order to keep the online conversation vibrant and flowing. We just finished up Eloqua Experience 2009, which was a spectacular event all around. Marketers from around the world came to celebrate success, and we filled three days with great discussions, fabulous speakers, and new connections among the best marketers in the world. was asked many times what we did to have that much social media buzz at a live event. MORE >>

First, the relative amounts of visitors who discover your offerings based on long tail phrases vs main terms provides an indication of whether your content marketing strategies are working effectively. One of the most valuable areas to gain an understanding of is the current state of how your prospects actively discover your company and your solutions. The richness of insights that can be gained with a deep understanding of how buyers are using search is nearly without parallel. These are the main search terms that would ideally lead prospective buyers to your web properties. MORE >>

Buying Your Way to Earned Media This is not a shortcut of the mantra of earned media; for this strategy to work, the content has to be interesting, relevant, useful, and valuable. Did it work? Content has long been a key driver of success for great B2B marketers in today's world. That's nothing new, and we've talked about related topics such as the content gap and the need to get more subject matter experts involved. However, one challenge that remains is how to draw attention to your content. That's a great way to build an audience, but it is NOT a fast way. MORE >>