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A Structured Approach to Demand Generation Analytics

ANNUITAS

Demand generation leaders know it’s not true, though. So what is the key to better demand generation analytics? We must take a different approach — a structured approach — to demand generation analytics. Big Data propaganda is rampant these days.

3 Skills Demand Generation Marketers Must Master Or Risk Going Extinct

bizible

Demand gen marketers are a lot like hunter gatherers. Can demand generation marketers really learn from cavemen? Do demand generation marketers have to adapt to changing environments, specifically changes in technology? demand generation

DemandCon: Why Storytelling Drives Demand Generation [Video]

Modern Marketing

As an example of this, Ernst pointed to Salesforce.com. For Ernst, demand generation starts with great storytelling. by Jesse Noyes | Tweet this. Jeff Ernst would like you to know that people don’t give a hoot about your product.

The Pond Just Got More Crowded: Google, Salesforce.com and Sequoia Invest in HubSpot

Customer Experience Matrix

Summary: HubSpot announced a $32 million investment yesterday by Sequoia Partners, Google and Salesforce.com. Salesforce.com and Google announced their long-anticipated entry into the marketing automation industry, in the baby-step form of investments in HubSpot.

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.

5 Common Content Syndication Mistakes

The Point

Though it predates what we think of today as “content marketing,” content syndication is still a cornerstone of many B2B companies’ demand generation strategies. If you offer a white paper on “Salesforce.com Success Tips” you’ll attract users of Salesforce.com.

CPL 83

Salesforce “State of Marketing” Report: Better Happy Than Good

The Point

In fact, there are many companies who may be perfectly ecstatic with marketing outcomes, until you dig deeper to discover that their campaigns aren’t really generating the results that matter. 75 percent of high-performing teams report that social is generating ROI.

Is Salesforce.com a Player in Marketing Automation Software?

Webbiquity

Salesforce.com is the cloud computing darling of customer relationship management (CRM) software. So, where does Salesforce.com stand as a marketing automation solution? Up front, Salesforce.com will garner appeal because the marketing app is bundled with the Sales Cloud 2 product.

B2B Marketing’s Measurement Problem

Digital B2B Marketing

In most B2B organizations, Salesforce.com or a similar solution is the system of record. Ultimately most B2B marketers focused on lead generation come to the conclusion that banners don’t drive leads , print advertising is ineffective or telemarketing still reigns supreme.

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.

The Rise of the Marketing Technologist Part 3: People, Process, Content and then Technology

ANNUITAS

I was sitting in some client meetings recently going over their Demand Generation Strategy, and something struck me as out of the ordinary…but in a good way. Only 18% of B2B marketers rate themselves as “highly effective” in Demand Generation.

The Problem With Account-Based Marketing

ANNUITAS

The vendors we work with for demand generation and the technologies we have invested in have yet to grow and evolve to accommodate the account-based approach, forcing us to work within the confines of their systems and continue to make decisions based on demographics, and not firmographics.

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.

Survey 131

Buying B2B Email Marketing Lists: Challenges and Recommendations

Digital B2B Marketing

Your Turn Will inbound marketing erode list buying, or will companies like Data.com (formerly JigSaw, now part of SalesForce.com) integrate data purchases into B2B sales and marketing operations and make them a key part of day-to-day activity? Buying email marketing lists.

List 58

The 14 Best Marketing Automation Tools

Webbiquity

Now owned by and tightly integrated with Salesforce.com, Pardot should at least be on the consideration list of marketing automation tools for any SMB already using Salesforce. Integrates with popular platforms like Microsoft Dynamics and Salesforce.com.

Tools 48

Marketing Automation's Unhappy Users: Trouble in Paradise?

Customer Experience Matrix

The great hope is that acquisitions by Oracle , Salesforce.com , Adobe , and other big software vendors finally push the industry across this classic Geoffrey Moore chasm from the beachhead niche to mainstream users, but that’s by no means certain to happen.

Salesforce.com and Oracle Buy Social Marketing Systems: Not the End of Marketing As We Know It

Customer Experience Matrix

Salesforce.com yesterday announced agreement to buy social media publishing vendor Buddy Media for $689 million, thereby adding another big fluffy piece to its “marketing cloud”. Just for symmetry, it’s worth pointing out that Salesforce.com acquired its own social monitoring system, Radian6 , in March 2011. Salesforce.com is another story. But Salesforce.com could close those gaps by gradually extending its existing products.

More New Systems Challenge the Marketing Automation Status Quo

Customer Experience Matrix

It also provides the rest of the standard marketing automation functions, including landing pages and microsites, Web behavior tracking, lead scoring, and integration with Salesforce.com. Last week’s post looked at newer marketing automation systems that focused on small businesses.

Why Change Management Comes into Play in B2B Marketing

ANNUITAS

That’s just not that easy to do while trying to drive demand for your organization. This week is Dreamforce14 , the Salesforce.com mega-event that takes over half of San Francisco. Blog Buyer''s Journey Change Management Dreamforce Mathew Sweezy Salesforce.com There’s no better time to be a B2B marketer – we know that. The opportunities for impact on an organization by marketers are tremendous.

6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

Standard integrations are available for Salesforce.com , Oracle Eloqua and Marketo. 6sense b2b demand generation b2b lead scoring predictive marketing predictive modeling sales prospecting web scanning web scraping I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web.

What The Top 4% of Account-Based Marketers Have in Common

ANNUITAS

I just received the latest issue of ABM in Action (October 2016), a monthly eMagazine dedicated to Account-Based Marketing from the publishers of Demand Gen Report, and I had to comment on the lead article.

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. Marketo and Oracle (specifically, Oracle CRM On Demand Marketing ) are considerably further back in the leader quadrant.

Why sales isn’t off the hook for generating referral leads

Amplifinity

Originally published on Salesforce.com. Marketers get it, too, and they’re ready to help sales teams generate more referrals and follow up on the great leads. Before marketing can generate qualified referral leads, they need to know how your team defines “qualified.”.

Content Selling: How Sales Can Better Leverage Marketing Content

The Point

Recently I had the opportunity to sit down with Daniel Chalef, CEO of KnowledgeTree , developers of an intriguing new solution, built for both Salesforce.com and mobile (iOS), that enables sales teams to instantly find, surface, and present the ideal content in any selling situation.

RFP 100

eTrigue Puts a New Interface on Mature Marketing Automation Features

Customer Experience Matrix

This works directly from a Salesforce.com database, using the Salesforce.com email engine but applying eTrigue email authoring, campaign structures, Web tracking, and lead scores. eTrigue small business software demand generation b2b marketing automation

Demand Generation Vendor Traffic Rankings

Customer Experience Matrix

Summary: Based on Web traffic rankings, new demand generation vendors with low prices are gaining market presence. Last November, after much consideration of alternatives , I settled on Alexa three-month Web traffic rankings as a reasonable way to measure the relative market presence of demand generation vendors. The leaders among demand generation systems are still Eloqua , Silverpop and Marketo.

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

Customer Experience Matrix

Landing pages can be attached to an auto-responder email, while standard fields on forms are automatically mapped to Salesforce.com. CRM integration is currently limited to sending data to Salesforce.com.

Marketing Automation Systems are on the Rise

Webbiquity

Marketing Automation and Demand Generation b2b marketing tactics email service providers marketing automation software marketing automation systems Marketo Microsoft Dynamics Raab Associates Salesforce.com what is marketing automationGuest post by Gene Morris.

Going Big on Small: Joe Payne on HubSpot’s $32M Round

Modern Marketing

The pattern of conversations will look something like this: First there will be a burst of emotion (observers will shout congratulations from the rooftops and laud HubSpot for attracting Google Ventures and Salesforce.com as investors). And as niches go, HubSpot’s is a compelling one: They sell demand generation and web traffic tools to companies with fewer than 100 employees. The strong players are benefitting from this increase in awareness and demand.

The Two-Step for Sales Enablement

Modern Marketing

Fact: We use Salesforce.com as our CRM, including the Chatter application. Treat the sales team like a prospect and deliver materials to them the same way the demand generation team does. Sales & Marketing Alignment b2b marketing content for sales crm Demand Generation lead management marketing automation sales and marketing alignment sales enablement Salesforce Chatter salesforce.com

RightNow, Oracle and The Customer

Modern Marketing

Most of the buzz has focused either deal size (more than 9x revenue) or competitive implications (particularly what the acquisition means for Salesforce.com’s Service Cloud). Demand Generation Evernote Oracle RightNow salesforce.comby Joe Payne | Tweet this Oracle announced yesterday that it will acquire RightNow Technologies, a SaaS company that provides customer service solutions.

LoopFuse Offers No-Frills Demand Generation

Customer Experience Matrix

Summary: LoopFuse offers attractive but limited demand generation functions at an easy-to-swallow price. It’s been nearly a year since I took my first close look at the LoopFuse OneView demand generation system. LoopFuse provides a graphic email designer that can generate both text and HTML versions. Unlike most demand generation vendors, LoopFuse does not host landing pages or Web forms for its clients.

Lots of Vendors Can Help You Find Leads on the Web

Customer Experience Matrix

LeadSpace scans for data on demand, rather than maintaining its own master database. Radius finds small business prospects that resemble current customers and deploys them to Salesforce.com, along with key profile information and lead scores.

Marqui Combines Content Management and Demand Generation

Customer Experience Matrix

Summary: Marqui started as a Web content management system and then added basic demand generation. Marqui is one of the oldest demand generation vendors, founded in 2000. It added demand generation features later in response to client requests. The entry of CMS vendors into the demand generation market is a bit of a mini-trend right now: others following the same path include Sitecore and Lyris-owned Hot Banana.

Company-Level Data in Demand Generation Systems

Customer Experience Matrix

I had an interesting email conversation last month with a Raab Guide buyer about the nuances of company-level data management in demand generation systems. He started from the perfectly reasonable premise that the demand generation system should give an overview of activity for all leads associated with a given company. The first is how the demand generation system treats company-level data.

Can CRM Add-Ons Replace Marketing Automation?

Customer Experience Matrix

Of course, the jackpot here is Salesforce.com. crm systems integrated systems demand generation b2b marketing automationI’ve long believed that B2B marketing automation is just a passing phase: that, ultimately, B2B marketing automation systems will be absorbed into CRM systems instead of operating independently. It’s a view I discuss sparingly in public, since so many of my friends in the marketing automation industry have a vested interest to the contrary.

CRM 48

Should Demand Generation and Sales Automation Be Separate Systems?

Customer Experience Matrix

Today, this is accomplished by synchronizing data between demand generation and sales automation systems. In fact, the division between demand generation and sales automation today is probably more a reflection of organizational divisions than technical imperatives. So are independent demand generation systems doomed to be assimilated into larger CRM products? I’ve been focusing (obsessing?)