Modern Demand Generation, Demystified 

Televerde

This is often the case for many marketers when it comes to demand generation. However, before you freak out and start questioning everything you thought you knew about demand generation, take a deep breath! So, what is demand generation?

Oracle Buys Eloqua: Winners and Losers for B2B Marketing Automation

Customer Experience Matrix

Oracle announced today that it has agreed to purchase B2B marketing automation leader Eloqua for $23.50 This was a bit of a surprise, given that Eloqua just went public in August. It suggests that neither Oracle nor Eloqua management felt the company was substantially undervalued.

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Low Cost Systems for Demand Generation

Customer Experience Matrix

My new obsession with Twitter (follow me as @draab) has led to several messages from people who seemed to have trouble choosing between Eloqua and Marketo. This is a bit perplexing, since those products are at the opposite ends of the spectrum: Marketo being relatively low cost / limited functionality / easier to learn, and Eloqua being higher cost / richer functionality / takes more training.

My List of Demand Generation Vendors, and Who They Sell To

Customer Experience Matrix

One of the audience members at the B2B Marketing University in Boston asked about demand generation systems for small businesses, and how to distinguish among the vendors in general. The table below presents a reasonably comprehensive list of demand generation (a.k.a. Most offer a CRM option (typically priced at $10 to $20 per seat per month) for companies who don't want to pay for Salesforce.com.

Demand Generation Usability Scores - Part 1

Customer Experience Matrix

To start back at the beginning, the objective has been to find a practical, objective way to evaluate the usability of different demand generation systems. In both cases, I see the basic flow as an outbound email, landing page, multi-step nurturing campaign, lead scoring, and transfer to a CRM system for sales followup. For example, every demand generation system provides an editor to create emails.

Raab Report: Neolane, Aprimo, and Eloqua Rate Highest for Large Company B2B Marketing Automation

Customer Experience Matrix

This group had about 1,400 clients in mid-2012, generating an estimated $85 million in revenue. The chart shows Neolane and Aprimo (owned by Teradata) as the clear leaders, with Eloqua also very strong. This doesn’t mean that every client actually connects them to CRM system.

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Eloqua Adds Free Implementation Offering

Customer Experience Matrix

On Monday, Eloqua announced a new free deployment service for its clients. It follows last month’s free deployment offer from Eloqua reseller Pedowitz Group , which generated quite a bit of comment on this blog. The new service, called QuickStart, will also be delivered by Eloqua partners, giving them an opportunity to start a relationship that could lead to future paid business. This is part of a larger industry trend to offer free deployment.

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Eloqua SmartStart Speeds Marketing Automation Deployment, But It's Still Work

Customer Experience Matrix

Summary: Eloqua's SmartStart gets marketers rolling in less than one week. It does require extensive preparation, but Eloqua leads you through that too. Let's face it, folks: putting a good demand generation program in place is real work. Eloqua last week announced a money-back satisfaction guarantee for clients who participate in its SmartStart deployment program.

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How Demand Generation Systems Handle Company Data: Diving into the Details

Customer Experience Matrix

Back in early January I posted a discussion on treatment of Company-Level Data in Demand Generation Systems. At that time, I posed a set of specific questions to the demand generation vendors in the Raab Guide. Here are the questions I asked, with summaries of answers from the five vendors in the current Raab Guide ( Eloqua , Manticore Technology , Market2Lead , Marketo , Vtrenz ) plus two I’ll be adding shortly ( Marketbright and Neolane.)

The ANNUITAS Perspective on the Adobe Acquisition of Marketo

ANNUITAS

For those of you with Marketo in your Demand Process technology stacks, your next question is probably what does this mean for me ? And what does this mean for our ANNUITAS Perpetual Demand Generation ® (PDG) investments? AND, Adobe invests in its products; whereas, we’ve seen a gap in Oracle and Salesforce’s commitment to the Eloqua and Pardot marketing automation platforms that they acquired.

The 14 Best Marketing Automation Tools

Webbiquity

CRM functionality combined with email marketing, lead nurturing, team collaboration/project management, sales pipeline management, and survey tools, particularly well suited for professional services firms. 7) Oracle Eloqua.

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Hello, Eloqua! Real time lead delivery from NetLine Portal in 6 easy steps

NetLine

Learn how to easily connect your NetLine Portal lead generation campaigns to Eloqua. As with all lead generation and demand generation tactics, timing is always of the essence and lead nurture is becoming increasingly important. Create a Form in Eloqua.

Measuring the True Impact of Marketing Campaigns: A Conversation with Bonnie Crater

The Point

In 2011, she became President and CEO of Full Circle CRM , a company dedicated to helping VPs of Marketing use Salesforce.com to get accurate and useful performance data about marketing campaigns. HS: Where did the idea for Full Circle CRM’s product come from?

B2B Lead Generation Blog: On B2B Demand Generation tools and Lead Generation Dashboards

B2B Lead Generation

B2B Lead Generation Blog About Free Resources Get FREE Updates Instantly Get A FREE Chapter from my book. Critical Success Factor #9 Effectiveness 8 Critical Success Factors for Lead Generation 2.0 This morning I talked with Jim Berkowitz, who writes the CRM Mastery E-Journal.

Is Salesforce.com a Player in Marketing Automation Software?

Webbiquity

Salesforce.com is the cloud computing darling of customer relationship management (CRM) software. However, CRM is a trifecta. Lauren Carlson is a CRM Market Analyst with Software Advice. Guest post by Lauren Carlson.

B2B Marketing University: For Now, Marketing Automation and CRM Are Still Separate

Customer Experience Matrix

Summary: Marketing automation and CRM systems may eventually converge, but for now marketers need help explaining why they need a system of their own. People still don’t understand the difference between marketing automation vs. CRM. Someone (I think it was end-of-day panelist Meg Heuer of Sirius Decisions ) also pointed out that CRM data is often very dirty, which isn't a problem for salespeople working with one record at a time, but making it hard to use for marketing.

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Interview with Brian Hansford

Onalytica B2B

Key Topics: B2B Marketing, Demand Generation, and Marketing Technology. I also began working with CRM systems to enable database marketing efforts and lead results analytics. Brian Hansford – VP of Marketing Performance at Heinz Marketing.

6 Ways to Eliminate the Demand Gen Blame Game

Modern Marketing

If you are a marketing leader involved in demand generation, you undoubtedly have had the following conversation with members of your marketing team, your inside sales group, or your field sales organization. It’s imperative that this happens in your CRM.

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LoopFuse Offers Free Marketing Automation System: Another Step Towards Industry Consolidation

Customer Experience Matrix

Other vendors have similar price points for the small business market (see my list of demand generation vendors ) although I suspect their internal costs are higher. For evidence that a free entry-level product does not automatically drive out higher priced systems, consider the hosted CRM market. Genius.com added a new Demand Generation edition that falls between its basic Email Marketing and full-blown Marketing Automation products.

The Top 25 Posts of 2012

Modern Marketing

by Jesse Noyes | Tweet this It was a busy year here on the Eloqua blog. Our Content to Customer presentation laid out how Eloqua approaches content, and how it aligns to the sales cycle. There were huge headlines, shifts in the landscape, and plenty of learning opportunities.

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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.

Social Selling: 10 Actionable Tips From LinkedIn’s Koka Sexton

Modern Marketing

This assessment comes from “the source” — or LinkedIn’s Senior Manager of Social Marketing, Koka Sexton , who shared some serious scoop about the effectiveness of social selling during a webinar hosted by Demand Gen Report this week. LinkedIn is, in all senses of the phrase, “Where it’s at,” as a vast majority ( 76%) of execs say they actively use the business social network to share content , according to Demand Gen Report’s B2B Buyer Behavior Survey.

11 Key Factors In Building Landing Pages for B2B Search Engine Marketing Initiatives

KoMarketing Associates

One of the most direct ways B2B marketers can improve SEO, PPC, and ultimately lead generation initiatives is through the development of landing pages, designed to showcase individual content marketing assets. B2B Online Marketing Blog Demand Generation

VEST Report: Latest Trends in Marketing Automation, and Where's My Hoverboard?

Customer Experience Matrix

All six of the vendors new to this report sell primarily to small businesses, and most are “all-in-one” systems that combine marketing automation with integrated CRM. b2b marketing automation demand generation software marketing technology Raab VEST report

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Sales Enablement Danger

ANNUITAS

However, even as amazing as email is for demand generation, used outside the context of a solid demand generation strategy, it can have a negative effect on productivity, communications, brand, revenue and growth. Blog Demand Generation Strategy sales enablement

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Demand Gen Pains Part 2: I Have Plenty of B2B Leads

Leadspace

If you spend your days as a B2B demand generation marketer trying to generate more leads—and better leads—too many leads might not sound like a problem. Strong medicine for healthy B2B demand generation campaigns.

6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

6Sense wouldn''t be a CDP if it merely displayed its data on a CRM screen without letting the CRM system import it. Starting at the beginning, the system imports a list of each client’s customers and sales opportunities from CRM and marketing automation systems. Standard integrations are available for Salesforce.com , Oracle Eloqua and Marketo. I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web.

Marketo Sales Insight Expands Salesforce Access to Marketing Data

Customer Experience Matrix

It lets Marketo sell seats to sales departments, which could be more lucrative than selling its core demand generation system. It’s irresistible to compare Sales Insight with Eloqua Prospect Profiler, launched two weeks ago (see my review ), which also gives sales people access to prospect activities gathered by the marketing system. Marketo is a Force.com application that works only with Salesforce.com, while Eloqua works with several CRM products.

Salesforce Einstein and the Challenge of AI for B2B Marketing

Leadspace

As I said today in Demand Gen Report , data is AI’s Achilles’ heel. No matter how good the algorithms, AI will not produce usable insights and information to drive demand generation if you cripple it with the static data in your CRM or purchased from traditional data vendors.

Cetera Financial Group, Lenovo and Prophix Software Boost Video Marketing Results with Vidyard for Eloqua

Vidyard

Cetera Financial Group, Lenovo and Prophix Software have recently turned to Vidyard to power their video marketing programs and turn videos into active tools for lead generation and customer insights.

The Two-Step for Sales Enablement

Modern Marketing

Fact: Most sales people use some form of CRM system. Fact: We use Salesforce.com as our CRM, including the Chatter application. Fact: We use Eloqua’s marketing automation platform. Treat the sales team like a prospect and deliver materials to them the same way the demand generation team does. The Two-Step for Sales Enablement is from Eloqua’s It’s All About Revenue, a Blog Covering Business To Business Marketing.

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

Customer Experience Matrix

You can also think of Optify as having worked its way down from the top of the funnel (SEO) to the middle (marketing automation) and towards the bottom (CRM). CRM integration is currently limited to sending data to Salesforce.com.

Cetera Financial Group, Lenovo and Prophix Software Boost Video Marketing Results with Vidyard for Eloqua

Vidyard

KITCHENER, Ontario – March 31, 2015 – The world’s leading modern marketers are realizing the power of video to engage their online audiences, and they are increasingly converting those viewers into customers by integrating video engagement data with their Eloqua marketing automation platform. “Video is one of the top-performing assets for us,” said Michael Ballard, Demand Generation Strategy and Operations Manager at Lenovo.

How to Generate More Opt-ins With Your Email Marketing Campaign

Modern Marketing

You also should consider adding relevant information about contacts, such as the types of conferences they attended, into your CRM system. An effective way to both generate new and nurture existing email subscribers is offering them a regular newsletter on an interesting topic.

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4 Dimensions of Effective B2B Marketing Plans

Modern Marketing

To deliver on these demands, marketing leaders have become more activity focused — executing more campaigns, programs and tactics into their markets. Then, they turn to marketing automation platforms and CRM to organize these activities, but struggle to optimize them for maximum impact.

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3 Lead Scoring Problems – And How to Solve Them

Modern Marketing

by Jesse Noyes | Tweet this Today’s guest post comes courtesy of Randy Ilas, Vice President of Product Development & Marketing at Harte-Hanks, an Eloqua partner. Randy is experienced in developing insight-driven demand generation programs for the b2b technology sector. But significant challenges still remain for most marketers in developing the right mix of leads that will generate the best results and not waste precious resources.

Social Media Features in Marketing Automation Systems: Who Does What?

Customer Experience Matrix

Importing social data: loading social data into the marketing automation database so it can be used for segmentation, analysis, and sharing with salespeople via CRM integration. demand generation software vendor comparison social media marketing marketing automation systems