Top 10 Demand Generation Resolutions for 2014

The Point

It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? The only way to improve the effectiveness of your marketing strategies long-term is to test, and test consistently. Clean up your database.

In Defense of Unsolicited Email

The Point

Over at marketing automation firm Marketo , CEO Phil Fernandez just wrote a full-throated rant against the evils of unsolicited email and purchased email lists used indiscriminately: “How does anyone think that these are sensible emails to send to the CEO of a fast-growing public company?

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Marketing Automation vs. Demand Generation: What's the Difference?

Customer Experience Matrix

One of the first people I told about the new Guide to Demand Generation Systems -- an experienced database marketing consultant, no less -- was receptive to the Guide but asked whether there was any real difference between "demand generation" and "marketing automation" in general. All this is on top of the piece I was in the middle of writing, on how to cost-justify a demand generation system.

Why It’s Time to Start Leveraging Database Marketing for PPC

Directive Agency

As marketers, there are a million and two initiatives we run at once, and it can get difficult to keep track of what is working and what the data is telling us. Enter database marketing. What is Database Marketing? Internal Databases vs. External Databases.

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5 Campaign Ideas for When You Have No Content

The Point

For today’s B2B marketer, content is the fuel that feeds the demand generation engine. Games and contests aren’t likely to generate a high percentage of qualified leads as a rule, but they can still serve a serious business purpose. Market your Website’s resource center.

Unica and Alterian Lead Database Marketers to the Digital Promised Land

Customer Experience Matrix

Here are some quick thoughts on two items: Unica ’s acquisition of paid search bid management system MakeMeTop (now mercifully renamed Unica Search) and Alterian ’s recently-released and excellent annual marketing survey. The connection is that these both support my feeling that many members of the old-line database marketing community have failed to adapt to the new world of digital marketing.

New White Paper: Top 10 Tips for Lead Nurturing Success

The Point

Recently invested in marketing automation software? Inside, you’ll discover the secrets to success and core lead management principles that can increase response rates, convert more leads to opportunities, and accelerate the ROI from marketing automation software.

How to Reduce Unsubscribes Using Subscription Management

The Point

It prevents situations in which you may lose forever the ability to market to an individual because he/she happened to dislike one particular email.

Do Lead Nurturing Campaigns Always Need an Offer?

The Point

As further context, the 4-1-1 Rule that Jon references is a principle intended for Twitter and credited to Tipping Point Labs and Joe Pulizzi of the Content Marketing Institute. Jon wrote the book on lead nurturing ( literally ) but, personally, I have concerns about extending Twitter rules into the realm of email marketing. I expect any marketing email to have a tangible offer of immediate value, not just a link that the company deems I might find of interest.

How the Answer to One Question Can Tell You How to Market Your Technology

The Point

Whether a company should predominantly use inbound or outbound marketing; 2. The type of content most likely to work best for demand generation. At its essence, marketing commodity products is simply about being in the right place at the right time.

[Cartoon] Ellber & Email Marketing

Modern Marketing

Once Ellber wakes up, we’ll take a look at how his efforts pay off for the sales team but, while he catches his zzzz’s, check out how ‘Amazing eZPutty’ helps you get more from your email marketing!

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“Sirius” About Marketing Operations

Modern Marketing

When research firm SiriusDecisions held its first summit six years ago, the term marketing operations was a barely formed thought in the b2b world. “It Jonathan Block, of SiriusDecisions, says marketing operations is a fast-growing role. by Jesse Noyes | Tweet this.

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Are Webinars too Popular?

The Point

The article contains some valuable insights on where Webinars fit in today’s B2B demand generation mix, and is definitely worth a read. Webinar ROI can be increased substantially by leveraging the event as an archived recording, made available for on-demand viewing.

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Tempted to Do Away With Registration Forms? Think Again.

The Point

A client asks: “Now that we have our marketing automation system in place, is it really necessary to use registration forms in our lead nurturing (follow-up) campaigns?

10 Questions: Do You Need Marketing Automation?

The Point

A couple of weeks ago our firm prepared a detailed ROI analysis for a client helping them substantiate to their management the investment in a marketing automation platform. For other companies, the decision of whether or not to take the plunge into marketing automation is less of a slam-dunk.

Getting the Most from Salesforce.com: A Conversation with David Taber

The Point

Salesforce.com is a dominant player in the CRM category and an integral part of many companies’ lead management, database marketing, and demand generation programs. Unfortunately, the data in most CRM systems isn’t tight enough to help marketing.

Can Games Play a Role in B2B Marketing?

The Point

So where does this leave the B2B marketer? To learn more, I talked with Mark Talkington, a senior sales executive with Blockdot , a Spear Marketing Group partner and world-renowned digital studio specializing in Interactive Entertainment and Advergaming technologies. Demand generation?

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Interview with Brian Hansford

Onalytica B2B

Brian Hansford – VP of Marketing Performance at Heinz Marketing. Key Topics: B2B Marketing, Demand Generation, and Marketing Technology. Bio: I’m VP of Marketing Performance at Heinz Marketing, where I’ve worked the last 6 ½ years.

21 Tips & Other Impressions from the Marketo User Summit

The Point

Earlier this week, Marketo , the marketing automation company, held its second ever user conference in San Francisco. As a Marketo agency partner, I attended along with colleagues from Spear Marketing Group to greet clients, talk shop, and hear how other companies – including Marketo themselves – are putting technology to use in the service of improved lead management. For one, I can report that no companies are coming to our firm asking us to help them align sales and marketing.

Does Marketing Automation Work With a Cold List?

The Point

On Focus.com , Holly asks: “Does marketing automation work if I only have a cold list of records? My response: It’s true that most marketing automation implementations involve either customers or existing prospects – people with whom the company has had prior contact – but there’s no reason why you couldn’t use the same technology against a cold list. We’ll be heavily leveraging the client’s marketing automation platform to broadcast the emails and track response.

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Case study in data-driven B2B customer acquisition marketing

Biznology

My new book, B2B Data-Driven Marketing: Sources, Uses, Results , is launching in a few weeks. While preparing case studies for book, I had the fun of interviewing a bunch of very smart B2B marketers to learn how they were applying data and analytics to their marketing objectives.

Demand Gen And The Whale: 5 Takeaways From Marketing World 2011

Modern Marketing

Recently, presented at a wonderful event in New Orleans – Frost & Sullivan’s Marketing World 2011. The format of the event encouraged genuine dialogue about the challenges facing demand generation professionals today. In one session, a woman asked “Do we think all of these metrics are going to stifle our creativity as marketers”? Lots of discussion, case studies, and debate on the role of social in demand generation. by Jennifer Horton | Tweet this.

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Searching For the Elusive Net New Name

Modern Marketing

In demand generation , we employ a myriad of tactics to grow our databases, feed our nurturing campaigns and, eventually, drive qualified sales opportunities and revenue. That’s not to say there’s no value in programs like webinars or content promotions run through media partners your target market depends on for resources and information. But if database growth is your mandate, make sure you have a mechanism in place to calculate the cost per net new name.

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Lead Gen: Don’t Go for the Quick Sale

The Point

Tags: B2B Marketing Database Marketing Demand Generation Lead Management Lead Nurturing Marketing Automation White Paper Syndication appointment setting funnelholic

Meet The Parents: 6 Things To Watch For After A Merger

Modern Marketing

Here are 6 signs to look out for on your journey to perfect synergy with your new marketing partner. Similarly, when you go through a merger, your marketing teams need to do some list building. Treat your newly acquired teams’ database like a purchased list. You might find some new employees have dynamite ideas for demand generation , but don’t have a fully integrated lead management process, for instance. by Gaea Connary | Tweet this.

The 100 Year History Lesson On Marketing Operations and MarTech

bizible

And this was the beginning of the accountable marketing mindset. In the 1920’s the careful attention to costs measurement of marketing effectiveness began. This mindset is alive and well today and we call it pipeline marketing. The Birth of Marketing Technology.

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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 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. When I wrote about Aprimo Marketing Studio in a post last August , I was impressed by the scope of the product but reserved judgment because it hadn’t yet been launched. Like Aprimo itself, Marketing Studio is a bit of an oddity because it serves both business and consumer marketers.

Segmentation, Social Media Drive Lead Nurturing Success for iDirect

The Point

When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. All this presents real challenges for both demand generation and lead management.

Why Companies Buy Marketing Automation Software

The Point

Recently, Lauren Carlson of research site Software Advice wrote a very perceptive and timely piece entitled “ Tailwinds for Marketing Automation Software ” about the broader market trends that, in her view, are driving the increased adoption of marketing automation technology.

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How to Optimize Your Marketing Database Strategy

Modern Marketing

by Anna Glushkovsky | Tweet this The most important question of any marketing database strategy is “What information is out there that I can access?”. The drive behind many demand generation campaigns is to collect valuable data on prospects, stuff like name, email, phone number, company and maybe title. Using cost of marketing campaigns or programs, you can derive the cost per lead and benchmark how one campaign performed stacked against another.

MarketingPilot Offers Integrated Marketing Management for Mid-Size Companies

Customer Experience Matrix

MarketingPilot started as an operations management tool for mid-size direct marketers, with features for project management, list and media buying, source code tracking, expense capture, and vendor management. Since then it has expanded steadily to encompass the full range of marketing resource management and then gone ahead to add marketing database management and campaign execution. marketing automation marketing resource management marketingpilot demand generation

Conversen Simplifies Complex Messages Through Multi-Channel Dynamic Content

Customer Experience Matrix

Summary: Conversen makes it easy to generate dynamic messages across multiple channels. It's more a supplement than a replacement for conventional campaign management but should save a lot of work for marketers and their agencies. The heart of Conversen are the marketing messages.

Coremetrics Survey: Online Marketers Eager to Consolidate Data Across Channels

Customer Experience Matrix

Summary: a survey sponsored by Coremetrics shows that online marketers are eager to merge data from multiple sources. This is the long-term solution to closing the gap between database and digital marketers. database) marketers and Web (i.e.,

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ROI now Guaranteed on Value Marketing Tools

The ROI Guy

Alinean announced this week an ROI Guarantee for Value Marketing Tool campaigns. Designed for B2B marketers, to drive better engagements and assure that lead generation goals are exceeded, this program combines compelling Interactive White Papers and Benefit Estimators with integrating e-mail marketing to exclusive targeted communities. Click here to learn more about Alinean Value Marketing Tools.

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Report From New York: How Agencies are Using Marketing Automation

Marketing Action

marketing User Conference in New York City for the first time. marketing Partners breakout, which focused on our agency partners. We all learned a few things about how agencies are using marketing automation. Direct Marketing > Digital Database Marketing.

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Normalization to Rationalization: Boost Marketing Efficiency and Outcomes Through Data Normalization

Synthio

Disparate data sources and marketing applications are leading to inconsistent and inaccurate data making it difficult for marketers to keep up with lead requirements and demonstrate marketing’s contribution to revenue. Marketing teams are used to hearing one thing over and over: “We need more leads!” The task of keeping up with demand never ends, and simply dumping more contacts into your database creates some unintended consequences.