October, 2010

Closing the loop: Why don't sales people update the CRM and what can be done about it?

B2B Lead Generation

Companies that adopt a closed-loop process connecting marketing and sales report a higher return on marketing investment (RMOI) than those that don’t. But RMOI just isn’t going to happen if your closed loop is a black hole. And that’s certainly the case at too many organizations judging from the feedback I received at my presentation this week at MarketingSherpa’s B2B Marketing Summit. (If

CRM 192

Eloqua Experience 2010

LeadSloth

This week I attended the Eloqua Experience, Eloqua’s user conference in San Francisco. The big news of this event is the launch of Eloqua 10. It’s the result of 2 years of hard work, and it looks very good. The revamped user interface makes working with Eloqua a lot of fun. Here is a preview: Eloqua 10 Campaign Builder (click to enlarge). I attended the session with Siteworx, an early adopter of Eloqua 10. They are raving about Eloqua 10.

Eloqua 187
Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

13 questions about social media and thought leadership

Chris Koch

Earlier this week I participated in one of MarketingProfs’ TechChats (just do a Twitter search on the #TechChat hashtag to find the dialogue). It’s a warm-up for the great dialogues we’ll be having at MarketingProfs’ SocialTech conference later this month in San Jose, where I’ll be speaking about social media and the B2B buying process. If you’re in B2B marketing, you gotta go to this thing. All the top social media pros will be there and the focus will be all B2B. I can’t wait.

Marketing Automation vs. Inbound Marketing

Industrial Marketing Today

If you believe everything you read (and lately there’s been a lot) about marketing automation, you’d think it is the killer app to solve all your lead generation problems. Then there are scores of B2B marketers who swear by inbound marketing as the path to lead generation nirvana. How do you separate hype from reality, especially when it comes to industrial marketing? Are we comparing apples to oranges when we talk about marketing automation versus inbound marketing?

75% of World Trade Flows Through Indirect Channels - Are You Enabling the Right People?

Speaker: Jay McBain, Principal Analyst – Channels, Partnerships & Ecosystems

We are in the middle of a major transformation of how companies go to market – in fact, 76% of global CEOs feel that their current business models will be unrecognizable in the next 3 years – and ecosystems are the main reason why. With the vast majority of business conducted through indirect channels around the world and given structural changes in our economy (before and after COVID-19), new buying journeys, subscription/consumption models, marketplace growth, and emerging technologies, most firms are now considering partner enablement as the key ingredient to survival (and success). The future of partnership ecosystems will be focused on driving intra-firm value creation, network effects, and partner co-innovation – a huge opportunity for firms to grow the right partners and enable them effectively.

7 Ways to Market to the Subconscious Brain: The Homer Simpson Guide to Content Marketing

Writing on the Web

The Homer Simpson Guide to Content Marketing" alt=" 7 Ways to Market to the Subconscious Brain: The Homer Simpson Guide to Content Marketing" />. Content marketing and the people who write marketing messages must understand how consumers’ brains work if they want to engage and create trust and loyalty.

More Trending

B2B Lead Generation Roundtable: A Heated Sales and Marketing Alignment Debate

B2B Lead Generation

When I asked members of the B2B Lead Generation Roundtable on LinkedIn how companies can improve alignment between sales and marketing, our discussion board was inundated with keen insight and brutal honesty. Marketers and sales professionals were clearly eager to square off about why we too often miss the mark and what we can do about it.

Process Turns Marketing Automation Into Revenue

LeadSloth

Today I read a blog post about 7 trends that speed up the adoption of marketing automation. It mentions the importance of valuable content, the increasingly longer sales cycles and the “consumerized&# B2B sales processes. These are all important trends, and many people will wonder: how do I get started? The Software is Great, But… Marketing Automation software is often positioned as the be-all and end-all.

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.

Why Lead Management Automation Really Matters

Chris Koch

We should care more about lead management automation in B2B marketing. Maybe we don’t care enough because we’re focusing on the wrong reasons for doing it. It isn’t because the software for automating this stuff has improved, or because it’s available through the cloud so you don’t have to deal with those people over in IT. No, there’s something bigger going on here. And that is a huge change in the buying process. In part it is being driven by social media.

The Complete Guide to SaaS Revenue Modeling

In today’s climate, it’s more important than ever for SaaS companies to build rock-solid financial models on which they can operate and make key business decisions. The teams at SaaSOptics and Burkland have teamed up to create a comprehensive guide to the most difficult aspect of financial modeling: revenue forecasting.

Content Marketing that Speaks to the Old Brain

Writing on the Web

You get better results with your content marketing when you speak to the “ old brain ,&# the one that’s also known as the primitive brain or the survival brain. Knowing how the brain works will help you write better as well as help you with presentations to influence others. There are a few principles to remember, and here’s a great story that makes this come alive… A Marketing Moment with a Homeless Man….

Facebook’s Like Button adds Life to your Content

Buzz Marketing for Technology

Like it or hate it – the Like button is here to stay. In the first week of its launch 50,000 like buttons were integrated on various websites and more than 1M “likes” were registered within 24 hours of its introduction. At last count well over 100,000 websites integrate some form of Facebook’s social plugins (including my site!).

Are Marketers Measuring Their Success or Someone Else’s?

B2B Lead Generation

Everyone’s getting squeezed for ROI. This is nothing new but the pressure is even higher for marketers who are looking at proving their revenue contribution. We've all heard the stories about the accolade-winning marketing campaigns that didn't move the sales needle. CEOs want far more than just awards and pretty brochures. They want proven results. They’re demanding marketers demonstrate – beyond a shadow of a doubt – that they’re driving revenue.

Using Customer Stories to Nurture Leads

NuSpark

Are you still using one-size-fits-all case studies in your marketing? You might be causing your sales efforts more harm than good. Here are some secrets that will help you write better case studies for lead nurturing and content marketing. A few years ago, the CEO of the company asked me to manage our sales references. Our prospects often asked our sales representatives if they could speak to a few of our … [ visit site to read more ].

Leads 152

The Best Sales Forecasting Models for Weathering Your Goals

Every sales forecasting model has a different strength and predictability method. It’s recommended to test out which one is best for your team. This way, you’ll be able to further enhance – and optimize – your newly-developed pipeline. Your future sales forecast? Sunny skies (and success) are just ahead!

Top 10 trends in B2B lead generation and how to take full advantage of them

Sales Lead Insights

Join me and your fellow B2B marketers at the Northern California Business Marketing Assocation's Sales Lead Roundtable on Wednesday, November 3rd in Palo Alto, CA at 8:30 am. I'm honored to be the guest speaker. My presentation is about The top 10 trends in B2B lead generation, and how to take full advantage of them. Date: Wednesday, November 3, 2020. Time: 8:30 to 10:30 am. Location: Scott's Seafood of Palo Alto. Use this link for more information or to register: [link].

Should we stop marketing to the CIO?

Chris Koch

Technology marketers have spent the last 25 years trying to get and keep the attention of the people with their hands on the technology tiller inside multi-billion dollar organizations, CIOs. And for nearly that long, pundits have been predicting that the CIO role would become extinct, and that the strategic decisions about technology would be subsumed into the business. Those pundits have always been wrong. But this time, they may finally be right—at least about certain types of CIOs.

Blasts 148

Basic Human Motivation: 4 Ways to Engage Readers

Writing on the Web

As content marketers, if you are writing content designed to persuade and influence, you need to know what makes people tick. There are universal drives that are common in all human beings, across cultures, across the globe. When you create content that appeals to either of these four basic drives, you can’t help but engage the hearts and minds of readers on a profound level. We can learn a lot from evolutionary studies.

3 More ROIs in Social Media – Conversations Leads and Advocates

Buzz Marketing for Technology

If you follow me you know I talk a lot about the ROI of Social Media since I happen to have stumbled on a great ROI using Social Media in providing support for our customers at Avaya. Social customer support I would argue is the single best place to focus your social media efforts since it can reduce customer churn and increase your retention rates faster than any other program I have ever seen before thereby delivering a strong ROI.

The Revenue Leader's Guide to Prospecting

Speaker: Christopher Ryan, Founder and CEO of Fusion Marketing Partners

Sales & Marketing departments that work together guarantee higher acquisition, better nurturing, and more effective sales. Join Christopher Ryan for this insightful webinar, presenting the wide funnel lead nurturing model. Don't miss out on this opportunity to get your teams working together and your revenue performance optimized.

Improve Lead Generation: Top Takeaways from MarketingSherpa's B2B Marketing Summit

B2B Lead Generation

If you didn’t get a chance to attend MarketingSherpa's B2B Summit in San Francisco a last week, you missed an excellent opportunity to gain knowledge you could have used right away for better results. I had a great time. For me, what was most valuable was learning and connecting with fellow attendees and hearing about how they’re driving results for their companies. I’m looking forward to gaining even more insight at the B2B Marketing Summit in Boston, October 25-26.

Add Google Analytics to Emails and Gain B2B Lead Generation Intelligence

Industrial Marketing Today

While working on an email campaign for a client who markets to manufacturers in the Process Controls and Automation industry, I was asked if there was an easy way to combine web analytics with email marketing. He was already using Google Analytics (GA) to monitor his Web site. However, there really wasn’t a good way for him to track site activity after each email campaign went out.

5 Sales Closing Techniques

Marketing Insider Group

With all of the discussion on marketing and sales, I thought it made sense to bring in a sales persepctives and guidance to the site. The following excerpt is certainly important to sales and comes from my colleague, Rob Krekstein

Sales 147

Social Media Lead Generation for B2B; My View

NuSpark

Social Media. It exists. It’s here to stay. It’s constantly evolving. It’s for branding, it’s for customer service, and it’s for lead generation. I won’t repeat what so many articles and blog posts discuss; Go ahead and Google the following: “social media ROI,” “social media B2B,” or “social media tactics”—and have fun reading and learning. One of my goals as a lead management firm is to consider social media as a strategy and its tactics for lead generation.

View 143

SaaSOptics SaaS Metrics Template

Download this template that includes calculations, formulas, definitions and a customizable dashboard. The template includes subscription momentum metrics (ARR, customer count, avg. ARR), churn and retention metrics, and customer lifetime value metrics.

Brain Scans Reveal 3 Elements of “Buying Brain”

Writing on the Web

As more brands are being studied in laboratories around the world, consumers are being hooked up to brain imaging machines, fMRI , EEG and other devices so that they are monitored while they read marketing messages and make decisions. Neuromarketing is extremely expensive market research to do, but fortunately most brains work the same, with some exceptions for age and gender.

Buy 157

Facebook can’t be stopped and here’s why!

Buzz Marketing for Technology

I am just putting the finishing touches on the 2nd Edition of Facebook Marketing for Dummies (Wiley) with my co-author Rich Krueger (and BTW we have sold over 20,000 copies in less than a year!). We also just completed Facebook Advertising for Dummies (Wiley) which is due to ship in November. And a question I get asked in every meeting when I present social media is – “so who is going to become the next Facebook?” and I am here to tell you – No one and here why ….

Guest Post: Best Practices in Marketing Automation

LeadSloth

By: Lisa J. Cramer, President & Co-Founder, LeadLife Solutions. There are certainly a lot of capabilities within marketing automation. As such there are a variety of best practices to be followed in order to maximize the use of these systems. Below are some of the best practices we have found within our customer base that helped drive success with marketing automation. Improve Lead Interaction with Good Segmentation.

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. Two of the key trends she identifies include (I’m paraphrasing): * increasing rejection of phone communication and the corresponding movement towards email and the Web.

Buy 138

How to Drive Revenue Through Retention Marketing & Sales Enablement

Speaker: Ruth Stevens, President of eMarketing Strategy

In a pandemic, it’s more important than ever to focus on retaining and expanding current customers. So, how can sales and marketing support the retention effort? Join Ruth Stevens as she dives into this fast-paced session and reviews the 7 key strategies for current customer marketing, to enable sales and expand customer value.