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? Database marketing is a methodical approach to the gathering and processing of consumer data that is stored and maintained in a company’s database. Internal Databases vs. External Databases. Let’s face it.

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Can Sales Grow Your Marketing Database? [Chart]

Modern Marketing

by Jesse Noyes | Tweet this Marketers never stop worrying about growing the size of their contact database. A marketer can produce fantastic pieces of content and run amazing events to grow their database, and yet completely miss an obvious avenue to grow their reach. Sales Enablement tools (as we like to call them at Eloqua) are an effective and convenient way to provide your Sales Team with marketing collateral that they can send to prospects.

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3 Top Topics from Topliners

Modern Marketing

Every day dynamic conversations are happening between marketers who want to increase their topline revenue. They’re happening at local Eloqua Customer Success Tours , during Eloqua University weekly Power Hour session, and of course, on Topliners.com. Do It: Data Quality – How to Create a Data Cleansing Program (Phase 1 – Analyze) – Carlos shares his foundational steps for beginning the journey of cleaning up a marketing database.

Identifying Buyer Profiles: 5 Ways To Segment Your Marketing Audience

Modern Marketing

We, as outbound marketers, owe it to our audiences to make sure that the information we’re offering is of the highest relevance and value. As such, you need to face the tough question: Is your email marketing messaging truly resonating with your audiences? (In Enough of the marketing tutorial. The Holy Grail of targeted marketing, these can be parsed in many ways: responsibility and/or job description, which department they work in, and which demographic they inhabit.

How to Make Your Data Squeaky Clean

Modern Marketing

No question it’s a valuable part of your marketing, but sometimes it can feel like a big mess. Develop, apply and share naming conventions with everyone who adds data to your CRM, marketing automation system, spreadsheets and any other systems you use. Not only does this apply to contact names, job titles and industries but also to your marketing campaigns; so you can instantly see what a contact has been sent. by Sylvia Jensen | Tweet this Data can get out of hand.

What Percentage of Your Data is Fake? [CHART]

Modern Marketing

And, if you have a job like mine, you probably have tools and techniques to identify and, where possible, clean these entries so that your database quality and marketing ability is improved. Eloqua provides a set of tools to deal with clean data. Having bogus data in your database is not great, but it is unavoidable. And, hey if that’s the real Slim Shady who is interested in marketing automation, then please stand up.

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4 B2B Marketing Trends Everyone will be Talking about at the SiriusDecisions Summit

Modern Marketing

by Jesse Noyes | Tweet this It’s impossible to escape the seismic shifts that have rocked the B2B marketing world in recent years. The marketers joining the SiriusDecisions Summit today want more than tools. Last year, we spoke to Jonathan Block , Sirius’s VP and Practice Director, about how marketing operations had arrived as a lasting discipline within growing organizations. This year, Jonathan shared the four B2B marketing trends people will be chatting about.

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3 Resources For A Squeaky Clean Marketing Database

Modern Marketing

If you’ve been using a marketing automation system for even a short amount of time you already understand the difficulties with keeping it clean. If Eloqua is your marketing automation platform, then you’ll also find this discussion about archiving/un-archiving assets helpful in your quest for cleanliness. Looking for more topics to help keep your database squeaky clean? by Heather Foeh | Tweet this.

10 Marketing Nightmares

Modern Marketing

Those working in B2B marketing have their own special blend of anxieties and fears. Things like typos in big campaigns, mis-fired tweets and screwed up presentations are enough to scare even the most competent marketer. Today, we spotlight 10 marketing nightmares – and explain how you can avoid them. You’ve promoted the webinar to thousands in your database, through social media, basically anyone who will listen. Accidentally Deleting a Big Group from Your Database.

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?”. Using cost of marketing campaigns or programs, you can derive the cost per lead and benchmark how one campaign performed stacked against another. So how do you optimize your marketing database in a way that will improve future campaigns?

“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 These days, you’d be hard pressed to walk through the offices of any b2b marketing department without bumping into a marketing operations manager – or team, for that matter. “It Jonathan Block, of SiriusDecisions, says marketing operations is a fast-growing role. by Jesse Noyes | Tweet this.

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How Marketing Can Enable Sales with Pre-Built Email Templates

Modern Marketing

A key component of marketing success is handing prospects over to sales for them to be converted into customers. Therefore, marketers should be nurturing prospects and getting them ready for sales and making things as easy as they can for sales to bring it home. Marketing automation can help. RelationshipOne had Ashley Wylie, the Digital, Outbound, and Database Marketing Manager for Lenovo, on as a guest on episode 58 of the Inspired Marketing Podcast.

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. System scope also extends to inbound marketing.

Data-Driven Personalization: Why a Consolidated Marketing Automaton Platform Is Essential

Modern Marketing

RelationshipOne had Dart Bebel II, Director of Demand Gen and Database Marketing at Turnkey Vacation Rentals on as a guest on episode 56 of the Inspired Marketing Podcast. The conversation revolved around how Turnkey Vacation Rentals unified four disparate marketing platforms into a single instance Oracle Eloqua with micro-focused data for targeted customer outreach. Bringing Clarity to Marketing.

11 Infographics Marketers Should Keep Near Their Desks

Modern Marketing

For marketers this kind of visual organization is invaluable for one simple reason: we’ve got a lot on our minds. With that in mind, we wanted to present 11 infographics marketers will probably want to download, print out and keep near their desks. The State of Email Marketing. In an age where social media is all the rage, it can be easy to forget just how effective email marketing is. Data is not the sexiest topic for marketers.

Oracle Named a Leader for 5th Consecutive Year in Gartner Magic Quadrant for CRM Lead Management

Modern Marketing

Digital marketers are in a constant battle between driving leads and managing their CRM systems. With the ever growing and evolving CRM Lead Management market Gartner offers their Magic Quadrant evaluation of 17 providers to assist IT and Marketing Leaders to determine the right fit for their business. Gartner’s CRM Lead Management report assesses the industry’s leading Marketing Automation platforms.

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. I’m focused on helping B2B marketers improve revenue performance, communicate results with executive stakeholders throughout the organization, and use the data to help make strategic decisions.

5 Types of Marketing Automation for Businesses to Consider

PureB2B

Marketing has been around for a very long time. When we look at marketing technology, we can see that it’s enabled various channels such as print media, radio, and television for marketers to reach their audiences. Fast forward to now, these channels have become common contributors to many, many marketing strategies. Since the early 90’s the internet has evolved into the most flexible marketing channel we’ve ever seen. Email Marketing Software.

MartechCube Interview with Co-Founder and CEO, True Influence – Brian Giese

TrueInfluence

“Know your customer, know your market and know your competitors” 1. Brian is a recognized thought leader in marketing and sales process, analytic CRM and database marketing, with more than 30 years of operational experience. Brian drives True Influence’s vision of combining innovative technology with marketing expertise to help businesses connect with the right B2B purchase decision-makers. Can you tell us about your journey into this market?

Marketing Automation Vendor Consolidation: Lessons from History

Customer Experience Matrix

Summary: consolidation isn't new among marketing software vendors. As I wrote in my June 30 post on consolidation among marketing automation vendors , I expect the number of competitors to shrink fairly quickly as new buyers concentrate their purchases among a handful of leading vendors. This is a natural result of a maturing market, as technology-oriented pioneers are replaced by buyers less likely to research their options in depth.

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Numeric Scoring: The Key To Lead Management Success

delicious b2bmarketing

Home Forrester Research « We’re renaming the blog | Main | New networks in the news » April 16, 2008 Numeric Scoring: The Key To Lead Management Success [Posted by Laura Ramos ] Recently I saw a preview of Eloqua’s spring release and it got me thinking about the role lead scoring plays in determining campaign effectiveness. I hadn’t seen the product in a while and was impressed with the UI improvements the Eloqua team has produced. Poor marketing-sales integration hobbles growth.

How to Drive Your Marketing Automation Strategy Forward

Content Standard

You’ve invested a lot of time and money into your marketing automation platform (MAP). You finally feel like you have a good understanding of all its capabilities, be it Marketo, Eloqua, Silverpop, or any of the dozen others out there, and your recurring nightmares of funky token values, misdirected emails, and misaligned segments have, for the most part, subsided. Are you currently monitoring published blog content for opportunities to reach a segment of your database?

Demandbase: A New Twist In The Lead Management Automation Market

delicious b2bmarketing

Home Forrester Research « I was recently briefed by | Main | Going Corporate » August 26, 2008 Demandbase: A New Twist In The Lead Management Automation Market [Posted by Laura Ramos ] In a recent survey of over 2100 IT professionals who buy or recommend telecom and networking solutions, we found buyers turn to peers and colleagues first, followed by vendor, industry trade, or professional Web sites, to inform their purchase decisions. We too are seeing new entrants jump into this market.

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. I know Suresh Vittal includes lead management as a component of his enterprise marketing platform. We can broaden our available market."