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Insights from the Marketo Summit

ANNUITAS

I have just returned from the Marketo Marketing Summit in San Francisco this week where I joined 7,000 other registered attendees from what I believe is now one of the premier B2B (and B2C) marketing events of the year. In the opening keynote by Phil Fernandez and throughout the conference, Marketo made mention of their study with The Economist where marketers ranked their top three priorities, which were.

The Top 4 Reasons Marketo Summit Matters to Your Business

Fathom

Each Spring, Marketo – one of the leading Marketing Automation platform providers – hosts its annual Summit conference, Marketing Nation. This year, Summit is taking a much broader focus on marketing and on its impact on business success, not necessarily just the Marketo platform.

9 Ideas (and 1 Big Lesson) from the Marketo Social Marketing Roadshow

The Point

Last week I attended (and was a presenter at) the Seattle edition of Marketo’s 2012 Social Marketing Rockstar Tour , a roving conference/seminar series being held this summer in cities nationwide. Social media used to mean launching a blog, or designing a corporate Facebook page.

10 Most Popular B2B Lead Blog Posts of 2016

B2B Lead Generation Blog

I’ve compiled a list of the 10 most popular and shared posts on the B2B Lead Blog, chosen by marketers, just like you, to help you get ready to have a great 2017. Tips On How to Use LinkedIn for Better Lead Generation. How to Use Trigger Events for More and Better Leads.

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B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. its role beyond lead gen.

Slidecast: Getting Leads (and More!) From Your Blog

The Point

If you’ve ever wondered how to turn a boring corporate blog into a vibrant, engaging lead generation machine, here’s your opportunity. Access my free Slidecast on “ Getting Leads (and More!) From Your Blog: 10 Tips for Higher Blog ROI.”

Do Lead Nurturing Campaigns Always Need an Offer?

The Point

Which leads to another question: do certain types of campaigns even need an offer in the first place? Take lead nurturing : is it strictly essential that every lead nurturing touch include a specific, gated, call to action? In his post, Jon proposes extending the rule to lead nurturing, and states that “some of the best (lead nurturing) emails provide useful and compelling content in the email itself” – that is to say: without an offer.

Top 10 Demand Generation Resolutions for 2014

The Point

Measuring opens and clicks may tell you something about email performance, but it says nothing about the impact that email campaign had on qualified leads, or opportunities, or revenue. Make your blog count.

Anatomy of a Blog Redesign – 10 Best Practices from Marketo

Modern B2B Marketing

Author: Jon Miller (@jonmiller) The Marketo Marketing Blog has long been one of Marketo’s most important and valuable marketing strategies. This post shares 10 best practices for blog design that we have incorporated into our new blog, and why. Generate leads.

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. its role beyond lead gen.

Marketo Email Campaign Keeps It Short & Sweet

The Point

A client confessed recently that one of the reasons his company had selected Marketo as a marketing automation provider was because he was so impressed by their marketing. Full disclosure: Spear Marketing Group is a Marketo agency partner.

Marketo Data Tells Us: Which Channel Wins More, Faster

Modern B2B Marketing

Author: Johnny Cheng In my recent blog on channel conversion rate , I mentioned conversion was only the initial piece of the puzzle. So in this fourth blog in the Marketo Institute series, we’re going to look at the next two channel pipeline metrics: win rate and velocity.

Top Marketing Blogs You Should Be Reading

Radius

For marketers, it probably doesn’t come as a surprise that blogs are the second most used tactic for content marketing (behind social media content). But if you’re like me, then chances are you’re pretty selective with your blog subscriptions and visits. B2B Marketing Blogs.

Marketo Data Tells Us: Which Type of Emails Have the Highest Conversion Rates?

Modern B2B Marketing

Introducing Marketo Institute. Marketo Institute was started in 2014 by Marketo Co-founder Jon Miller. Over the next several weeks, I am going to write a handful of blogs to share what I’ve learned from this data and will pull out best practice trends and correlations.

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. its role beyond lead gen.

3 Demand Generation Dangers in a B2B Blog Redesign

Reachforce

A big part of lead gen is content, and the simplest content machine on the web is a blog. The blog is our corporate thought leadership beacon, and it’s good mojo for our partners (blogroll!). The new blog goes live, and you’re feeling great, check that one off the to-do list.

3 Demand Generation Dangers in a B2B Blog Redesign

Reachforce

A big part of lead gen is content, and the simplest content machine on the web is a blog. The blog is our corporate thought leadership beacon, and it’s good mojo for our partners (blogroll!). The new blog goes live, and you’re feeling great, check that one off the to-do list.

Marketo Data Tells Us: What Is the Top Conversion Rate by Channel?

Modern B2B Marketing

It’s me, Johnny, with your next blog from the Marketo Institute! It’s a metric that lead generation marketers—from practitioners all the way up to CMOs—are measured on. But the ultimate conversion rate every demand gen marketer is measured on is lead to opportunity.

Marketo Data Tells Us: Which Industry Has the Best Email Performance?

Modern B2B Marketing

After posting my earlier blog around email performance , in which I revealed which types of email perform the best, I received a ton of requests to break it down by industry so marketers can compare the performance of their email campaigns to those of their peers.

Why Marketo and Microsoft Dynamics CRM Customers Have Gold in Their Sights

Modern B2B Marketing

Author: Brian Glover Are you a Microsoft Dynamics CRM customer struggling to get better leads, more of them, and truly understand the impact of marketing on pipeline and revenue? Prioritized Leads Are Delivered to Each Sales Rep.

Marketo Data Tells Us: Marketing Stats That Will Blow Your Mind

Modern B2B Marketing

Author: Johnny Cheng In my role at Marketo over the past few months, I’ve had the pleasure of paging through mounds of enticing Marketo data. Compared to the average send size which is 8,900 per email campaign across all Marketo customers, this is absolutely massive.

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“Linking” Digital Advertising Seamlessly Across All Channels: Marketo and LinkedIn

Modern B2B Marketing

Author: Chandar Pattabhiram We’re just about to kick-off Day 3—the final day—of the Marketo Marketing Nation™ Summit 2015. They approached LinkedIn and Marketo to solve that problem for them. Together, Marketo and LinkedIn have made doing this a lot easier.

Lead Nurturing: Unique tracks and impactful tests

B2B Lead Generation Blog

Tweet I was recently interviewed by Marketo for their Definitive Guide to Lead Nurturing eBook, and I wanted to share some ideas that didn’t find their way into the guide as well as some additional thoughts on lead nurturing with you. This is the essence of lead nurturing.

Top Marketing Blogs You Should Be Reading

Radius

For marketers, it probably doesn’t come as a surprise that blogs are the second most used tactic for content marketing (behind social media content). But if you’re like me, then chances are you’re pretty selective with your blog subscriptions and visits. B2B Marketing Blogs.

Marketo and Facebook—Delivering The Right Message at The Right Time

Modern B2B Marketing

But today, Marketo and Facebook have started to make this goal a reality for social advertising channels. The first integration between Marketo and Facebook Custom Audiences empowers marketers to better target “known” customers on Facebook with relevant information.

Cracking the Code for ROI: Linking the Marketo and Google Worlds Together

Modern B2B Marketing

We have integrated Marketo’s Engagement Marketing Platform with Google AdWords. In other words, if one of these prospects connects with a sales rep, and ultimately ends up purchasing, Marketo feeds that conversion back to Google AdWords.

Marketo’s 1,000th Blog Post: Our Modern Marketing Definition Revisited

Modern B2B Marketing

Author: Jon Miller (@jonmiller) This is the 1,000th post to Marketo’s blog. Lead nurturing is based on the premise of sending relevant content instead of hard promotions. Close readers of this blog will note that we’ve dropped “B2B” from the title.

Campaign Makeover: Simple Changes Increase Email Response by 25 Percent

The Point

We’re getting ready for a second broadcast and after reading one of your recent blog posts, I can already think of at least one thing that we could do better. The number of leads was so impressive it gained the attention of Executive Staff.

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28 (of the) Best Business Blogging Guides and Tips of 2013

Webbiquity

So it’s not surprising that 76% of b2b companies and 72% of b2c enterprises now have corporate blogs. Still—not every company that blogs realizes the medium’s full potential. How can you attract more sales prospects to your blog? Optimize your blog for search?

Marketo Data Tells Us: What Can Marketers Learn from the Golden Ratio?

Modern B2B Marketing

Author: Johnny Cheng Following my blog earlier this month on win rate and velocity , we’ve finally reached the most important metric of the series… drum roll please … The Golden Ratio! All attribution is based on first-touch (lead source).

Purple Spaghetti and True Confessions | #KreweChats on Marketo [Episode #8]

Fathom

Get the inside scoop on Marketo best practices and also hear marketers collaborate — and commiserate– as they make a big impact on their organization. The Success Pack Analyzer gets you a bird’s eye view of lead velocity. MQL-SQL-OMG!

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Marketo’s Take on Salesforce.com’s ExactTarget Acquisition

Modern B2B Marketing

Many of our customers, prospective customers and business partners may be wondering what this move means for Marketo, since we are a leader in the marketing software space and so many salesforce.com customers also choose Marketo as their marketing automation platform.

Why Cost Per Lead Can Be a Bad Metric

ANNUITAS

A recent study by Ascend2 shows that 25% of respondents state that their cost per lead (CPL) is increasing. For years marketers have been keen to show cost per lead (or in the words of Jon Miller from Marketo – investment per lead) as a metric that has meaning.

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Data Touches Everything at the Marketo User Summit #MKTGNATION14

ANNUITAS

I’m almost done with the first day here at the Marketo Marketing Nation Summit, and I have noticed a trend, and it centers on data. The first session I attended was called Marketo & Salesforce: Helpful Audits, Alerts, & Workflow for Rapidly Growing Companies and featured our newest team member Jenny Robertson sharing her experiences from Navicure , building out both Marketo and SFDC workflows and rules to help solve some very common data quality issues.

HBR and Marketo Team Up: The Marketing Org for the Digital Age

Modern B2B Marketing

That is why Marketo has teamed up with Harvard Business Review Analytic Services to try and figure out this multi-headed monster.

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3 Ways to Make Your Corporate Blog’s Sidebar Work Harder

The Point

Want a simple way to have your corporate blog show measurable results? Capturing new subscribers is one of the most efficient ways to convert random visitors into loyal readers that you can nurture over time and eventually turn into actionable sales leads. Share this blog!

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Getting Started with Video for Lead Generation

Modern B2B Marketing

Author: Margot Mazur Lead generation is a huge part of a well rounded B2B marketing strategy. Done right, it can be an important and valuable lead generation tool, building trust with your audience and expanding your marketing strategy. . Add a Lead Generation Form.

How to Optimize Google AdWords with Offline Conversion Tracking and Marketo

Modern B2B Marketing

Until now, however, the AdWords conversion tracking tools have only worked for basic online conversions, such as a lead submission (form fill-out) or e-commerce transaction. Marketo Integration. Here are four examples of how this can work: Demographic scoring to qualify leads.

4 Value Selling Tools to Move Leads Down the Funnel

Modern B2B Marketing

Author: David Svigel Buyer behavior has changed; contact with your prospects occurs later in the sales cycle, and your leads come armed with more information than ever before about your products and services. They’re potential sales leads, but may need a little nudge.