The Point

JUNE 11, 2010

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. Matching a Marketing Automation System to Your Needs.

Lead Nurturing 100

Lead Nurturing Paper Marketing Automation Services Tips 100

The Point

MAY 13, 2009

This is becoming a common question, driven in part by the trend in B2B towards more proactive lead nurturing and the rapid adoption of marketing automation systems. Suddenly, companies have the tools at [.].

Lead Nurturing 100

Lead Nurturing Marketing Automation Services Database Marketing Newsletter 100

The Point

JUNE 29, 2009

Tags: B2B Marketing Database Marketing Demand Generation Lead Management Lead Nurturing Marketing Automation White Paper Syndication appointment setting funnelholic. The conclusion, not surprisingly: that prospects who have been nurtured over time are much more likely (by a factor of 15 [.].

Lead Gen 100

Lead Gen Sales Qualified Leads Leads Lead 100

The Point

NOVEMBER 24, 2009

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? After all, we already know who these people are, correct?

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking Lead Nurturing 100

Customer Experience Matrix

SEPTEMBER 29, 2009

It’s not that I’m obsessive, but just to gnaw a bit more on last week’s bone about the coming unification of Web and other marketing data. - a recent survey sponsored by enterprise marketing automation vendor Unica found that “integration with other marketing solutions” was the most commonly cited web analytics challenge (46%).

Enterprise Management 120

Enterprise Management Customer Surveys Marketing Management Marketing Automation Services 120

The Point

JULY 15, 2010

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. Data grooming is something that needs to be in every marketing VP’s budget! HS: How do marketing automation systems make Salesforce more useful?

Salesforce.com 100

Salesforce.com Marketing Automation Services Budget Programs Work Management 100

The Point

NOVEMBER 15, 2010

Most marketing automation platforms make it a simple task to “clone” emails and landing pages, and create variations on the fly. But even with the most sophisticated marketing automation technology at hand, doing so can be a tall order. Take advantage of it. Here are 5 ways to consider segmenting your campaign: 1.

Lead Nurturing 100

Lead Nurturing Segmentation Sales Qualified Leads Campaigns 100

The Point

OCTOBER 14, 2010

Earlier this week, Marketo , the marketing automation company, held its second ever user conference in San Francisco. Based on first-hand impressions, however, it’s not how the vast majority of clients are employing (or even thinking of) marketing automation. It’s all heady stuff.

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 100

Customer Experience Matrix

FEBRUARY 4, 2010

This seems to contradict my position: if email is run by personalization-oriented database marketers, while Web advertising and (perhaps) site content are run by behavioral-targeting-oriented digital marketers, then email personalization should be more common. database) marketers and Web (i.e.,

Online Marketing 120

Online Marketing Customer Surveys Advertising Channels Lead Scoring 120

Customer Experience Matrix

JANUARY 31, 2010

Aprimo was founded in 1998 and has more than 200 clients on its original marketing system, which offers modules for marketing automation and marketing resource management. Marketing Studio was launched in September 2009 and at this writing has 22 clients, including a mix of business and consumer marketers.

Paid Search Agency 120

Paid Search Agency Work Management Marketing Management Resource Management 120

Convince & Convert

SEPTEMBER 14, 2010

To do so efficiently requires a good database solution and marketing automation and filtration tools that incorporate social media intrinsically. The way to do this practically is to borrow a technique from social media and use tagging. Group them into personas related to the tagged characteristics.

Social Media 123

Social Media Work Management Marketing Management Media 123

Customer Experience Matrix

JULY 28, 2009

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. This is unusual among consumer marketing automation vendors.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

The Point

NOVEMBER 8, 2010

On Focus.com , Holly asks: “Does marketing automation work if I only have a cold list of records? The client sourced the names from their CRM database and outside lists and has taken great pains to verify the contact information. What will marketing automation do for us that a run-of-the-mill email engine wouldn’t?

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Microsite 100

Content Standard

JANUARY 9, 2015

You’ve invested a lot of time and money into your marketing automation platform (MAP). Sending personalized emails to niche segments will activate leads and cause more of them to convert, compared to mass emails to your entire database. Believe it or not, email is the most effective channel for reaching prospects.

Marketing Automation Services 40

Marketing Automation Services Marketing Automation Automation Marketing & Strategy 40

Online Marketing Institute

JULY 31, 2009

For those needing more capabilities to help with sales enablement or account-based communication, I would add: 8) Sales/marketing portal or workspace — includes account spaces/threaded discussions, sales call/activity prep, libraries for marketing content, task lists. Tags: b2bmarketing. Social networking stuff fits here too.

Enterprise Management 40

Enterprise Management Work Management DemandBase Marketing Management 40

Customer Experience Matrix

FEBRUARY 23, 2011

I say “roughly” because Neolane and Alterian are rooted in the campaign management side of marketing automation, while MarketingPilot is based on marketing resource management. That puts it into roughly the same class as much larger firms including Neolane (200 employees) and Alterian (370 employees).

Resource Management 120

Resource Management Digital Asset Management Enterprise Management Marketing Management 120

Customer Experience Matrix

JANUARY 18, 2015

The list of vendors in each section isn''t necessarily comprehensive, especially in crowded segments like B2B marketing automation. I should also stress that I’ve only included Decision-layer vendors who also build their own database. The following table shows what I found when I did this analysis.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Attribution Lead Ranking 120

The Point

SEPTEMBER 9, 2009

Tags: B2B Marketing Content marketing Database Marketing Installed Base Marketing Lead Management Lead Nurturing Marketing Automation Social Media techvalidate.

Lead Nurturing 100

Lead Nurturing Database Marketing Landing Pages Content 100

Webbiquity

MAY 29, 2012

Visitor tracking and marketing automation systems can now use various technologies to tag you, and from that point on, everything you do on the vendor’s website is attributed to YOU, individually.

Marketing Automation Services 100

Marketing Automation Services Cross-Selling Vendors Copyright 100

Customer Experience Matrix

FEBRUARY 25, 2010

It's more a supplement than a replacement for conventional campaign management but should save a lot of work for marketers and their agencies. One of the fundamental challenges in database marketing is that a seriously sophisticated campaign may send different messages to hundreds or even thousands of customer segments.

Multi-Channel 120

Multi-Channel Demand Generation Agencies Advertising Channels Marketing Automation Services 120

Online Marketing Institute

JULY 31, 2009

Many of the marketing automation companies have added some fairly sophisticated analytics to monitor prospect’s online behavior and help marketers qualify and score them based on Web site visits, registrations, and downloads. My point: B2B marketers are looking elsewhere for help generating demand.

Enterprise Management 40

Enterprise Management Work Management Marketing Management Lead Management 40

Online Marketing Institute

JULY 31, 2009

So I commend Eloqua on their next generation of marketing software and their efforts dedicated to the process of making marketing more accountable. Posted by Laura Ramos at 12:26 PM in B2B Marketing , Lauras Posts , Marketing Measurement | Permalink Digg This | Save to del.icio.us Tags: b2bmarketing.

Lead Ranking 40

Lead Ranking Lead Scoring Enterprise Management Work Management 40