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Oracle Buys Eloqua: Winners and Losers for B2B Marketing Automation

Customer Experience Matrix

It suggests that neither Oracle nor Eloqua management felt the company was substantially undervalued. The company had already been pulling away from that market and now will almost surely give it even less attention.

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How Brands Can Create Lasting Relationships on Social Media

Modern B2B Marketing

Author: Lisa Marcyes When I think about what makes social media so unique, I always come back to one thing: relationships. Nowadays, getting to know your audiences and building relationships with them is easier than ever.

Marketers Will Define Company Strategy

Modern B2B Marketing

Over the past few weeks, I’ve dug deeply into the results of “ The Rise of the Marketer ,” a survey from the Economist Intelligence Unit on behalf of Marketo, to highlight some of the study’s key insights. Because, the shopping and buying process has changed forever.

“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. These are revolutionary solutions that will truly put marketers in the driver’s seat to own the customer relationship. Develop Personal Relationships.

How One Seasonal Staple Creates Year-Round, Enduring Customer Relationships

Modern B2B Marketing

Here at Marketo, we talk about the Era of Engagement Marketing with these principles to guide companies on how to engage their buyers: As individuals. Author: Mike Stocker What’s small and red and tart and Americans eat 10.8 Billion of each holiday season? That’s right—Cranberries!

Manufacturers, It’s Time to Take Back Control in the Buying Cycle

Modern B2B Marketing

Instead, it requires using technology to build a set of cross-company processes that enable an evidence-based approach to sales and marketing to drive growth. Put another way, the whole company goes digital rather than half of it.

Data Touches Everything at the Marketo User Summit #MKTGNATION14


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.

Video: Building 1:1 Customer Relationships At Scale With Engagement Marketing

Influitive b2b

In this video interview with Chandar Pattabhiram , Group VP of Product and Corporate Marketing at Marketo, you’ll find out how the next generation of CMOs can leverage marketing technology to move away from mass marketing techniques and get back to building 1:1 relationships—in a way that is measurable and scalable. People don’t buy products, people buy stories,” says Chandar. Cultivating a customer-obsessed company culture.

Revenue Performance Management: An interview with Jon Miller, VP Marketing and Co-founder of Marketo

Sales Lead Insights

Jon Miller is VP marketing and co-founder of Marketo , one of the marketing automation solutions supported by AcquireB2B , our B2B agency specializing in driving more leads and sales with B2B marketing automation.

Mastering Brand Loyalty: What Subscription Service Companies Do Differently

Modern B2B Marketing

From makeup and gifts to toiletries and gourmet dinners, companies like Birchbox, Blue Apron, Trunk Club, Kiwi Crate, and Amazon are listening to consumers and betting their entire business on getting to know you better as a person.

How App Companies Can Increase Retention, Engagement and Customer Lifetime Value

Modern B2B Marketing

Parallel to this, a new ecosystem of mobile app companies has emerged and come into their own. In previous blog posts and presentations, I’ve discussed why marketers should embrace and extend technology , building continuous, relevant, and personalized relationships with their customers.

Yesterday's News: Marketo Plans IPO, Eloqua Eyes B2C

Customer Experience Matrix

There were two bits of news from Marketing Automation Land yesterday: Marketo announced it has filed a draft registration statement for an initial public offering, and Eloqua CEO Joe Payne was quoted as saying his company plans to expand into business-to-consumer marketing.

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. They expect companies to keep seamless track of their purchasing history, communication preferences, and desires… and they demand that companies use that information to create individual, personalized conversations.

4 Ways a Longer Consumer Buying Cycle Can Work FOR You

Modern B2B Marketing

Author: Maggie Jones Marketing consumer products with a long buying cycle can be a blessing and curse. But on the other hand, a lengthy buying cycle means you’ll have more opportunities to communicate. For example, let’s say Rita is interested a home security system from your company.

3 B2C Companies That Have Tackled the Marketing ROI Challenge

Content Standard

For many B2C companies, content marketing poses a complete shift in mindset from anything they’ve done in the past. Many of its top customers would end up at the Overstock shopping site during normal web-surfing activities, buy something or not, and then navigate away from the website.

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4 Reasons to Attend Marketo’s Road to Success Virtual Event

Modern B2B Marketing

At Marketo, we really do think that all marketers – at big and small companies – are working hard to keep up with the latest and greatest trends in marketing. The Marketing Hourglass – Turning Know, Like, and Trust into Try, Buy, Repeat, and Refer.

Rules of Engagement from Marketo Summit: How Marketing Automation Wows Your Buyers

The Mx Group

At the Marketo Marketing Nation Summit! The event was full of great insights, but as a marketing automation specialist, I was most interested in the keynote by Marketo CEO Steve Lucas. Steve’s talk came down to this: The relationship between buyers and sellers has changed.

Live from Marketo’s Marketing Nation Summit: Chair Potatoes, Empathy Hacks, and Innovation in the Nation

Modern B2B Marketing

Author: Maggie Jones We’ve officially reached the final day of Marketo’s Marketing Nation Summit 2014. Marketo users chose from one of four tracks, ranging from basic forms/landing pages/emails to advanced, multi-stream nurturing. Choose the company you work for with care.

B2B Search Engine Marketing & Marketing Automation: An Interview with Marketo’s Jon Miller

KoMarketing Associates

Marketo is considered a leader in the lead management / marketing automation industry. Marketing automation can help you get there by enabling companies to streamline, automate, and measure marketing tasks and workflows. ” to “I’m ready to buy from this site!”

How We Built Our Content Marketing Stack to Drive 10x ROI


In the last year alone, the number of marketing technology companies has grown 94 percent , to 3,874 vendors and counting. Buying tools won’t help if you don’t have a strategy in place. Marketing stacks can look very different depending on a company’s priorities.

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Top Findings from the Marketo Email Marketing Benchmark

Modern B2B Marketing

by Jon Miller The Marketo Email Marketing Benchmark tracks what’s working – and what’s not – for today’s email marketers and top performers. When asked where they spend their time on email marketing, most companies spend a significant portion on creative and content creation.

Marketing Automation, Set It and Forget It

Puzzle Marketer

Whether you’re a B2B or B2C company, it’s advantageous to manage your customers and prospects in one of the many customer relationship management (CRM) systems. If you’re like many companies, you employ a marketing individual or team to collect your contacts information and execute campaigns in somewhat of a batch and blast situation. Your programs will also be able to run outside of your companies work hours.

Sales Intelligence Develops a 1:1 Relationship With Marketing

Sales Intelligence View

As more and more companies are trying to blur the lines between sales and marketing, leveraging sales intelligence applications to be used by both groups has become more important. InsideView will have a booth at the event and we will be in great company.

When Inbound Marketing Goes Wrong

The Effective Marketer

Marketo ‘s new whitepaper, “ Amplify Your Impact: How to Multiply the Effects of Your Inbound Marketing Program “, takes a different route from others out there. The reasons, according to Marketo, are many: Your aim is too wide. Content developed for inbound marketing should be more focused on your prospects’ problems and concerns than on your product or solution – Marketo.

3 B2C Companies That Have Tackled the Marketing ROI Challenge

Content Standard

For many B2C companies, content marketing poses a complete shift in mindset from anything they’ve done in the past. Many of its top customers would end up at the Overstock shopping site during normal web-surfing activities, buy something or not, and then navigate away from the website.

5 Essential Books to Understand B2B Sales 2.0

Modern B2B Marketing

by Katie Byrnes To effectively build relationships with prospects, sales teams need to learn to leverage evolving sales strategies. By utilizing social strategies and digital technologies in the revenue cycle, companies can leverage the power of Sales 2.0. Selling to Big Companies.

Fathom Talks (& Benefits of Transferring to a Cloud Storage Solution)


As an innovative, fast-moving company, we’re always on the lookout for tools and platforms that will increase efficiency and make our lives easier. Salesforce, Marketo and Docusign integration. How has that changed your view on what technology you bring into the company?

5 Creative Ways Cloud Software Companies Can Market Throughout The Customer Lifecycle

Modern B2B Marketing

Author: Celia Brown Cloud technology has revolutionized the way we develop, deploy, and buy software. As tech marketers, the Cloud presents us with the opportunity to take our customer relationships to a new level and better understand and respond to their experiences as they interact with our software and people. Due to the subscription-based nature of Cloud software contracts, Marketing needs to have a longer term and continuous view on engaging the customer relationship.

A New Democracy for the Modern Marketer

Sales Intelligence View

The modern marketing engineers at Marketo have set out to revolutionize the way companies interact with their customers – primarily through email marketing campaigns. The days of stale marketing campaigns that closely resemble spam are over for those of us that use Marketo.

How to Optimize Your B2B Marketing and Sales with Online Video

Modern B2B Marketing

How video engages prospects throughout the buying cycle. Mid Stage: Begin to concentrate more exclusively on your brand, and evangelize your value propositions with basic company introductions, product demo overviews and short customer testimonials.

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Why B2B Lead Nurturing Can Be The Golden Ticket to Sales Success

The Forward Observer

Leads are the lifeblood of any B2B business , and many companies are good at generating them. Unfortunately, when many companies get a lead that is not ready to buy right away , the lead then tends to get ignored , lost, or later picked up by a competitor.

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. Marketo blog: The Definitive Guide To Lead Nurturing.

Marketo Book Club: Sales 2.0

Modern B2B Marketing

In case you haven’t had the chance to check out Marketo’s B2B Sales and Marketing Book Club , we’ve decided to showcase one book every week. Why we are interested in this book : Buying behavior has changed forever. Marketo Book Club: Sales 2.0 Move over Oprah.

Understand the Full Buying Process of your Buyers

Ambal's Amusings

2010 will be an interesting year for B2B marketers, as a number of trends coalesce to fundamentally change the way we interact with buyers and engage them in a buying process. Click and download FREE eBook from Marketo and ClickDocuments.

How to Convert Raw Leads into Best Friends Forever

Modern B2B Marketing

Instead of letting those leads evaporate (or, on the other end of the spectrum, scaring them with aggressive conversion tactics), let’s use digital channels to cultivate and develop them into powerful relationships that lead to bigger purchases, more sales, and greater advocacy.

Hey Marketing, It’s your SDR Team calling!


So, given the importance of this relationship, how come so many companies struggle to get it right? Your marketing team needs to buy into this premise as well and leverage technology to ensure these leads don’t become the responsibility of the SDR’s.

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B2B Lead Generation without Lead Nurturing is Doomed to Fail

Industrial Marketing Today

It is a fact of life that the bulk of your site visitors and/or conversions from landing pages are not ready to buy now. This is because of the prevalent trend of industrial buyers using online resources to go deeper and deeper into their buying cycle before engaging with your sales people. According to Kelly Gay, KnowledgeStorm CEO, “79% of all leads generated by marketing are not followed up by sales in a typical technology company.

A 3-Step Data-Oriented Approach to Effective Influencer Marketing

Modern B2B Marketing

Would you buy ad space on a publication without asking who reads it? For example, a health-and-fitness company enlisting Kim Kardashian for a product geared towards a female audience. Building a real relationship and generating trust with the influencer is paramount.

ClickInsights: How B2B marketers should forge customer relationships by providing compelling content?

Ambal's Amusings

One of the many goals of B2B marketing is to continuously forge better customer relationship. We have invited B2B Experts to shed light on the following question: " What is your one tip on how B2B marketers should forge customer relationships by providing compelling content?

Back to Basics: 7 Things Marketing Automation Software Can Do For Your Business

Modern B2B Marketing

Author: Ellen Gomes One of the questions we get asked a lot at Marketo is “what features are included in a marketing automation platform, and how can these features help my business?” They conduct their own research before making buying decisions.