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The Rise of the Marketing Technologist Part 3: People, Process, Content and then Technology

ANNUITAS

I was sitting in some client meetings recently going over their Demand Generation Strategy, and something struck me as out of the ordinary…but in a good way. Only 18% of B2B marketers rate themselves as “highly effective” in Demand Generation.

The 14 Best Marketing Automation Tools

Webbiquity

HubSpot’s “all in one” marketing software includes a complete content management system (CMS) for building a website and blog, SEO and social tools, analytics, a landing page builder, and email segmentation and sequence automation.

Tools 49

Trending Sources

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

Mintigo’s conclusion across 186,500 B2B companies was that just three percent were using the most common marketing automation systems: Oracle Eloqua , Marketo, HubSpot, and Salesforce.com Pardot.

Genoo Aims to Shake Up Marketing Automation Market

Webbiquity

Marketing automation / demand generation software enables marketers to build microsites and use content marketing to capture leads and nurture them through the buying process. The company’s new marketing automation platform enables users to create complete websites as well as microsites and landing pages, automatically send emails triggered by specific actions, configure lead scoring, and integrate with Salesforce.com.

Optify Lets Agencies Provide Small Business with Marketing Automation, Distributed Marketing, and Sales Enablement

Customer Experience Matrix

The biggest obvious difference (if you ignore HubSpot’s $100 million or so in venture capital funding) is that HubSpot offers its own blogging and Web content management, while Optify provides WordPress and Drupal plug-ins for visitor tracking and landing pages.

Act-On Software Does List-Based Demand Generation

Customer Experience Matrix

If you look at the Web site of Act-On Software , you’ll see a typical set of demand generation features: email marketing, demand generation (equated with landing pages and forms), lead nurturing, Website visitor tracking, channel (partner) marketing, and lead scoring. Less oddly, it also doesn’t explain that – unlike every other demand generation I recall seeing – Act-On has no marketing database. (Or,

No Leads from Social Media? No Excuses.

The Point

I’ve written previously in this space about how corporate social media initiatives are so often in the hands of people, notably PR agencies, for whom lead generation is neither a priority nor a core competency. Navicure uses Marketo and Salesforce.com to track marketing ROI.).

PR 16

A Modest Proposal for Demand Generation Usability Measurement

Customer Experience Matrix

To provide a meaningful and consistent comparison of usability across demand generation vendors, you could: 1. You also need a standard Salesforce.com installation and perhaps company Web site to integrate during testing. Then generate reports for the tasks in those scenarios, showing the (a) tasks completed (b) time required (c) workload on different users and (d) error rates. As Tuesday’s post suggested, my thoughts on usability measurement have now crystallized.

How to Optimize Your B2B Marketing and Sales with Online Video

Modern B2B Marketing

Interested in demand generation best practices and Napa Valley wineries? Video has become a demand generation strategy your business cannot afford to ignore, and effective B2B marketers match video content to reflect the interest levels of their audience.

Video 26

How To Create A Revenue Generating B2B Marketing Strategy

bizible

How To Generate Pipeline. How Scale Pipeline and Revenue Generation. Generating And Managing Pipeline. After knowing where to reach your target audience and target market it’s time to generate pipeline and revenue. Here’s a list of demand generation tactics.

MQL 46

How Should I Structure My Marketing Automation Team?

Modern B2B Marketing

As head of our Customer Success/Account Management team here at Marketo, one question I hear frequently from new CMOs, VPs of Marketing and Directors of Marketing/Lead Generation is: “How can I build my marketing automation team?”.

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. The company made the announcement at Salesforce.com’s Dreamforce conference in San Francisco.

How Should I Structure My Marketing Automation Team?

Modern B2B Marketing

As head of our Customer Success/Account Management team here at Marketo, one question I hear frequently from new CMOs, VPs of Marketing and Directors of Marketing/Lead Generation is: “How can I build my marketing automation team?”.

An 8-Step Plan for Migrating to a New Marketing Automation Program

Hubspot

Last year Freeman’s employer, a telecom company called ShoreTel , moved from Eloqua to HubSpot, and it fell to Freeman, the head of demand generation at ShoreTel, to oversee the project. Start with landing pages and emails.

RFP 20

Digital Marketing Glossary, Part 1

Marketing Action

I read not long ago that a lot of folks confuse or conflate “lead generation” with “demand generation.” For online assets (like your website and emails), the term references the top portion of the page, that which is visible without scrolling. Guilty as charged.

BANT 32

HubSpot Expands Its Services But Stays Focused on Small Business

Customer Experience Matrix

The company began with search engine optimization to attract traffic, and added landing pages, blogging, Web hosting, lead scoring, and Salesforce.com integration. It is now working on more robust outbound email, support for mobile Web pages, and APIs foroutside developers to create add-on applications. demand generation marketing automation inbound marketing small business software

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. Although Hubspot positions itself as an “inbound marketing system,” it actually does more than the search engine optimization, blogging, social media interactions and related analytics needed to generate Web traffic. For example, the blogging system automatically connects the blog to social media sites that help to redistribute content.

Aprimo Marketing Studio Supports Sophisticated Business Marketers

Customer Experience Matrix

Summary: Aprimo Marketing Studio offers powerful features in an on-demand system for sophisticated business and consumer marketers. For more on vendor classifications, see my list of demand generation vendors from last November.) In other words, Marketing Studio competes with high-end demand generation systems like Eloqua , Market2Lead and Neolane. Users can build HTML emails, Web pages and multi-page microsites.

NurtureHQ Offers "Dead Easy Marketing Automation". Is That Enough?

Customer Experience Matrix

The case was made yet again this week in an excellent blog post by Joby Blume, describing his former company’s struggles with marketing automation. (Be Howard Sewell of Spear Marketing Group made a similar point on his own blog. There are some already tools to help generate content, such as systems for news curation and video posting. marketing process demand generation software marketing automation success factors marketing automation system deployment

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. The new offering is designed to support all stages of interactive marketing, starting with traffic generation from paid search, Web banner ads and blogging, and continuing with visitor behavior tracking, landing pages and forms, interactive dialogs, multi-step email campaigns, lead scoring and CRM integration.

Drinking Our Own Champagne: How Marketo Uses its Event Marketing Software at Dreamforce

Modern B2B Marketing

by Jen Howard Events are a vital component of demand generation and brand reinforcement platforms and represent a huge slice of total B2B marketing spend. Event Marketing Modern B2B Marketing b2b marketing Demand Generation event marketing Lead Management Lead Nurturing

Segmentation, Social Media Drive Lead Nurturing Success for iDirect

The Point

All this presents real challenges for both demand generation and lead management. First, the company invested in Marketo , a leading marketing automation platform that integrated well with the company’s CRM system, Salesforce.com.

Marketing Automation for the Inbound Challenged-Part 4: Vendors II

MLT Creative

As I look back on my first blog series, I must say: I picked quite the subject to tackle. It can be easily integrated with all CRM and SFA systems, including Salesforce.com. You can integrate your email with landing pages and surveys, as well as lead scoring and management.

Capture Website Visitors To Know Who Has Been Visiting - They Might Be Qualified Leads

delicious b2bmarketing

Home How it works Solutions Customers Company Free Trial Blog Get updates via email: What is ReadyContacts? ReadyContacts is a provider of role-based contact lists for targeted demand generation campaigns. Right from lead data capturing, lead nurturing to lead qualification , technology has been evolving to help automate the demand generation process and help marketing and inside sales work smarter.

Top 37 B2B Marketing Posts and Hot Topics August 2010

B2B Marketing Zone Posts

Traffic numbers may have been down in August, but the quality of blog posts certainly wasn’t. It’s a useful and dangerous tool to seamlessly forward visitors and search engine spiders to a new URL for one of several reasons including if a website needed to change its domain or a time sensitive page like a contest. Most are blog posts, but I’ve also included some eBooks. SEO vs. What’s Up, Blog? Is this how you greet your blog? Blogging is hard work.

Demandbase: A New Twist In The Lead Management Automation Market

delicious b2bmarketing

B2B marketers looking for ways to turn their Web sites into demand generation tools have some new solutions to consider. As part of a broader lead generation, on-demand platform, Demandbase offers a free, downloadable Web application built on Adobe AIR (one of 3 investors in an $8M round they also announced.) Demand Stream™ includes a Web widget that shows sales and marketing the names of companies visiting the Web site in near real-time.

B2B Lead Management Market Heats Up

delicious b2bmarketing

Home Forrester Research « Getting Up Close and Personal | Main | Social Technographics Data Now Available » March 20, 2008 B2B Lead Management Market Heats Up [Posted by Laura Ramos ] Since the start of this year, I’ve been receiving a boatload of briefing requests from companies wanting to show me their lead generation and management solutions. There are four primary buckets of technology solutions aimed at solving the “how do I make lead generation activities more effective?”