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Why Are Marketing Automation Managers So Hard to Find?

LeadSloth

Even though some vendors have been around for almost 10 years, Marketing Automation is still relatively new. According to Forrester, only 2-5% of B2B firms have invested in full-featured Marketing Automation. Increasingly, B2B companies realize that Marketing Automation software requires skilled operators. But – if you decide to hire a Marketing Automation manager – what should you look for, and where do you find them?

87 New (Really) Marketing Automation Stats

Marketing Action

Many of the marketing automation stats we regularly use – to make strategic decisions, craft presentations, prepare for sales calls – are getting a bit long in the tooth. Case in point: “Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% less cost.”.

Stats 54

Trending Sources

70 New (Really) Marketing Automation Stats

Marketing Action

Many of the marketing automation stats we regularly use – to make strategic decisions, craft presentations, prepare for sales calls – are getting a bit long in the tooth. Case in point: “Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% less cost.”.

Stats 56

70 New (Really) Marketing Automation Stats

Marketing Action

Many of the marketing automation stats we regularly use – to make strategic decisions, craft presentations, prepare for sales calls – are getting a bit long in the tooth. Case in point: “Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% less cost.”.

B2B PPC Optimization: Thought Leadership with Terry Whalen of CPC Search

Modern B2B Marketing

The next interview in the B2B Marketing thought leader interview series is with Terry Whalen, a partner at CPC Search , a full-service SEM agency that optimizes PPC campaigns on behalf of its clients. This interview is focused on search engine marketing as it relates specifically to B2B. Prior to running CPC Search, Terry led marketing initiatives at Citrix’s GoToMyPC, and before that he received his MBA from UC Berkeley’s Haas School of Business.

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How Are CRM and Marketing Automation Different?

LeadSloth

Last week I presented a session at Silverpop’s B2B Marketing University in Atlanta. In addition to Marketing Automation, there were two big topics: Social Media and CRM. Many attendees were confused by CRM vendors claiming to offer full marketing functionality. If that’s true, why would you still need Marketing Automation? So let’s dig in and find how Marketing Automation and CRM are different. Native Email Marketing.

Abandon Your Marketing Automation System!?

LeadSloth

I’m working on an interesting project right now: moving away from a marketing automation system. The company in question has used a comprehensive marketing automation system for about 2 years. In the early days it was used to sift through hundreds of new B2B leads per day to identify the valuable leads. In addition to cost savings, the thinking is that a full-blown marketing automation system just makes less sense with the new strategy.

Is your website a top performer — or a black hole for sales and marketing?

Webbiquity

Online tracking of web visitors has taken on added importance for sales and marketing. While web analytics software tells us important metrics like how many visitors we have, which pages they visit and for how long, sales and marketing need more leads.

Adobe Buys Omniture: Good for Marketers, Bad for Marketing Automation Vendors

Customer Experience Matrix

Summary: Adobe's agreement to purchase Omniture illustrates the on-going convergence of Web content management and Web analytics systems. This puts pressure on marketing automation vendors, who also want to provide Web analytics and content management, and who are already being pressed by customer relationship management (CRM) vendors. Let's take it as a given, then, that major Web content management systems will soon include integrated analytics.

CRM 2

Entiera Offers Consumer Marketing Automation Software as a Service

Customer Experience Matrix

Summary: Entiera is a sophisticated consumer marketing automation system, offered as a service and at a lower price than conventional competitors. Entiera Insight is a marketing automation system primarily for companies that sell to consumers. I’m highlighting this because most of my recent posts have been about B2B marketing automation (demand generation) systems, and the two types of systems are quite different.

Aprimo Marketing Studio Expands the Scope of Marketing Automation

Customer Experience Matrix

Summary: Aprimo Marketing Studio includes traffic generation features missing from nearly all existing marketing automation products. This broader scope should become standard as marketers try to truly integrate their programs. Aprimo is in the early stages of launching Aprimo Marketing Studio , a new Software-as-a-Service marketing automation suite that is separate from the existing Aprimo product.* This brings us back to Aprimo Marketing Studio.

SiteCore Adds Analytics and Marketing To Web Content Management

Customer Experience Matrix

Summary: SiteCore has added extensive analytical and marketing features to its Web content management system. The integrated analytics should save considerable effort for marketers. Channel-specific marketing automation is less appealing but should help to keep marketing automation vendors on their toes. I commented last month that more Web content management system (CMS) vendors are adding marketing automation features.

Best Practices for Marketing Automation and Demand Generation Campaigns

Customer Experience Matrix

The heart of my presentation on Wednesday ended up as a list of 37 “best practices” for marketing automation / demand generation programs. A bit of context: the presentation listed a sequence of steps for marketing campaign creation, deployment and analysis. The marketer assembles information about the target audience. leads, promotions, responses, orders: these are the traditional data sources used in most marketing systems.

Aberdeen Predicts Web Content Systems Will Add Marketing Automation: I Agree, But.

Customer Experience Matrix

Summary: a new Aberdeen Group report argues that Web content management systems should add customer management features and will ultimately compete with traditional marketing automation products. I’ve been convinced for some time that Web content management systems (CMS) will become important platforms for marketing automation. The new paradigm in customer engagement assumes consumers have control over the buying process, not marketers.

The Pond Just Got More Crowded: Google, Salesforce.com and Sequoia Invest in HubSpot

Customer Experience Matrix

This could be a real game-changer in the small business marketing automation landscape. Salesforce.com and Google announced their long-anticipated entry into the marketing automation industry, in the baby-step form of investments in HubSpot.

ActiveConversion Review - SMB Lead Management

LeadSloth

From Web Analytics to Demand Generation. ActiveConversion first became known for its sales-focused Web Analytics, such as identifying companies that visit your website (similar to Leadlander ). Lead Scoring. Lead scoring configuration. Email marketing.

Manticore VII Marketing Automation and Lead Generation Released

Webbiquity

Marketing automation / demand generation software provider Manticore today announced the release of Manticore Technology VII, which includes a fully customizable user interface, email and landing page folders, an email delivery wizard, and drag-and-drop list building functionality. Although the improved UI is the big change, the new version also adds integration with SalesForce.com for AdWords campaigns and improved lead generation capabilities.

B2B Email Benchmarks: Answers Vary Widely

Customer Experience Matrix

One of the things I’m enjoying about my new role as head of analytics at Left Brain DGA is being closer to hands-on marketing than I was as a consultant. This leads to different questions than I used to get, including the ever-popular “what’s a reasonable response rate for our emails?”

Review: Six Small Business CMS and Web Marketing Systems

Webbiquity

Should you look at something beyond a CMS—a web marketing system (WMS), that provides additional functions like customer relationship management (CRM) and email? For businesses looking beyond “free&# tools, here are six CMS and WMS options that can help you get more sales and marketing productivity out of your website, while being easy on your web content contributors. Web Marketing Platforms.

We need an app for that

Chris Koch

I’ve been working on a report for ITSMA clients this week about analytics and it got me thinking about the proverbial bigger picture of B2B marketing. We know from our research that we in marketing don’t do much with analytics—i.e., Only 50% of marketers in our survey said they had analytics programs, and of these, few were focused on predicting behavior; most were simply reporting past behavior. Make the analytics come to us. Lead scoring.

Top 80 B2B Marketing Posts for 2009

B2B Marketing Zone Posts

It’s always fun at this time of the year to look back at what’s happened in the world of B2B Marketing. This technique was also used to generate the Hot Trends in B2B Marketing for 2009. Top 80 Posts - December 1, 2008 to November 30, 2009. 10 Tips for Using Twitter And Email Marketing for B2B - Anything Goes Marketing , December 21, 2008. Brands that Tweet - Buzz Marketing for Technology , December 15, 2008. Beyond , July 23, 2009.

We need an app for that

Chris Koch

I’ve been working on a report for ITSMA clients this week about analytics and it got me thinking about the proverbial bigger picture of B2B marketing. We know from our research that we in marketing don’t do much with analytics—i.e., Only 50% of marketers in our survey said they had analytics programs, and of these, few were focused on predicting behavior; most were simply reporting past behavior. Make the analytics come to us. Lead scoring.

10 Hottest Topics in B2B Marketing for 2009

B2B Marketing Zone Posts

One of the really cool things about the B2B Marketing Zone and Browse My Stuff is the ability of the system to determine hot topics or trends based on the content that is being brought together in topic hubs. Using the system, we found that these are the hottest topics in B2B Marketing for 2009. Why are these the hottest topics during 2009? 2009 Big List of B2B Marketing and Sales Blogs , August 27, 2009. May 28, 2009. February 16, 2009.

Four reasons to stop measuring marketing

Chris Koch

It’s time to declare marketing metrics a failure once and for all. It’s difficult to parse out the contribution that marketing makes to a sale and it’s even more difficult to get salespeople to spend the time figuring out/checking the box/giving credit in the quest to determine whether marketing played a role in making the sale. Both marketing and sales should work together to reduce CPOD because that’s what really matters in terms of marketing’s contribution to the business.

Measure Your ROI on Social Media Leads

LeadSloth

Lead Source Measurement Needs Improvement. After that, Google Analytics provided similar tracking features by appending variables to the existing URL (see the Google URL Builder tool ). There are two big limitations for using this in B2B marketing: You can only see conversions, not opportunities or revenue (because that information is in the CRM system). Marketing Automation to Measure End-to-End ROI. How would you use this lead source tracking tool?

Four reasons to stop measuring marketing

Chris Koch

It’s time to declare marketing metrics a failure once and for all. It’s difficult to parse out the contribution that marketing makes to a sale and it’s even more difficult to get salespeople to spend the time figuring out/checking the box/giving credit in the quest to determine whether marketing played a role in making the sale. Both marketing and sales should work together to reduce CPOD because that’s what really matters in terms of marketing’s contribution to the business.

The Four Pillars Of Revenue Performance Management

Modern Marketing

We had just launched a succesful campaign to sell residential condos in South Beach, Miami that resulted in 2,600 legitimate “leads.” But with only two in-store agents to follow up on them, how could they respond before the leads went cold? The solution Eloqua came up with is known today as lead scoring , and it’s a fundamental building block of sales and marketing alignment. At this point we were onto something even bigger than marketing automation.

The Difference Between Drip Marketing and Closed Loop Marketing

Modern B2B Marketing

  While they often imply use of email and online marketing, they have been used to improve the success of marketing efforts long before today’s marketing technologies were available.   The increase in the terms usage is due to marketer’s ability to better implement these programs, due to email, website monitoring and web analytics, campaign tracking, and campaign optimizing allowing for A/B email and landing page testing. lead nurturing

Hubspot Offers Small Business Marketers a Big Bundle of Features

Customer Experience Matrix

Summary: Hubspot offers a bundle of Web traffic generation and lead management features in one low-cost package. Yesterday’s post described one strategy to sell marketing automation to small businesses: provide a specific, turnkey service that requires virtually no skill or effort from the user. So I believe the future lies with integrated marketing automation systems that combine many different functions while sharing data and processes whenever possible.

Marketing Automation Update: Manticore VII Released

WebMarketCentral

Marketing automation / demand generation software provider Manticore today announced the release of Manticore Technology VII, which includes a fully customizable user interface, email and landing page folders, an email delivery wizard, and drag-and-drop list building functionality. Although the improved UI is the big change, the new version also adds integration with SalesForce.com for AdWords campaigns and improved lead generation capabilities.

LoopFuse Offers No-Frills Demand Generation

Customer Experience Matrix

The process to set up multi-step campaigns (which the vendor calls “lead flows”) is now quite straightforward. Users first create the lead flow and link it to recipient and suppression lists that will determine who enters the flow. Esthetics aside, however, the actual capabilities of the lead flows are still somewhat limited. This leaves out other tasks that I consider basic, such as updating data within the LoopFuse database or removing a lead from the flow.

SalesFusion Combines Online and Offline Marketing with CRM

Customer Experience Matrix

Summary: SalesFusion combines all channels within marketing, and merges marketing automation with CRM as well. Look, I know online marketing is important. Business marketers probably spend more online, but, once you add in the cost of salespeople, I’d guess that online spending still accounts for less than 10% of the combined total. is that nobody needs a comprehensive online marketing suite.

Take a Sales Guy to Lunch: Bridging the Sales & Marketing Divide

The Point

It’s no secret that I am a fervent evangelist for marketing automation, and at our agency we see the real-life benefits every day in the form of clients generating higher conversion rates, more qualified leads, and shorter sales cycles. But marketing automation can also have an impact on a more strategic level, addressing the frequent disconnect between marketing and sales, and also by helping to make marketing departments more accountable.

Marqui Combines Content Management and Demand Generation

Customer Experience Matrix

It’s a good choice for organizations that need both and don’t have very sophisticated marketing requirements. The entry of CMS vendors into the demand generation market is a bit of a mini-trend right now: others following the same path include Sitecore and Lyris-owned Hot Banana. Marqui’s VP Marketing Richard Sharp defines “marketing automation” as the combination of Web content management and campaign management. a marketing or sales manager).

Demand Generation Implementation Survey: Half of Users Deploy Basic Features in One Week

Customer Experience Matrix

This suggests that marketers are quickly gaining value from their systems, but also highlights the need for continued training to be sure they take advantage of all system capabilities. lead transfer to CRM 18 5 8 0 2 2 35 0.94 lead scoring 12 7 3 0 10 4 36.89 multi-step lead nurturing campaign 8 10 7 2 5 4 36 0.89 Web site analytics 14 7 6 2 2 4 35 0.89 lead transfer to CRM 0.55 Web site analytics 0.45 multi-step lead nurturing campaign 0.25

True Influence Opens a Window into Future Demand Generation

Customer Experience Matrix

This leads to more variety as vendors experiment with different approaches to a now-defined problem. CEO and co-founder Brian Giese had extensive experience in business sales and marketing and with existing demand generation systems when he began developing True Influence two years ago. Giese’s conclusion was that marketers’ overwhelming need is simplicity. The lead record allows only four user-defined fields.

API 2

LeadLife Mixes Advanced and Simple Features

Customer Experience Matrix

I have my little checklist of features to define whether a demand generation system is suited for simple or complex marketing programs. It offers many features that appeal to large marketing departments: fine-grained user rights management, rule-based content selection, multiple scores per lead, central processes to score leads and transfer them to sales, APIs to integrate with external Web forms, campaign cost tracking, detailed ROI reporting, and project management with tasks.

MarketingSherpa B2B Marketing Summit Boston

LeadSloth

Monday and Tuesday I’m attending the Boston MarketingSherpa B2B Marketing Summit. In this post some thoughts about the program… First of all, the best thing about this event is that the speakers are marketing practitioners, not vendors. Having seen many of the presentations in San Francisco, I found it useful to classify them in three main categories: Lead Generation. Lead Management. The Marketing Automation Vendors. Lead Management.

Demand Generation Usability Scores - Part 4

Customer Experience Matrix

The main result of the conversations so far has been to clarify the items related to lead routing. Although the focus of these last three posts has been on usability scoring, you may remember that the goal described in the blog post that started all this was to develop a summary comparison of demand generation vendors that marketers could match against their needs. Usability requirements are roughly similar for all marketers.

Infusionsoft Pushes the Right Buttons for Small Business Marketing

Customer Experience Matrix

Summary: Infusionsoft knows exactly how to sell marketing automation to small business: promise more revenue, less work, strong support and a low price. The system is designed for entrepreneurs, not full-time marketers. Since marketing automation for small business was on my mind last week, I checked in with the good folks at Infusionsoft , whose 15,000 customers make them leaders in the field. features to help generate initial Web leads.