Smashmouth Marketing

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A Painless Guide to Planning a Marketing Budget

Modern Marketing

by Brian Kardon | Tweet this I was with a group of CMOs last week, all of whom were knee-deep in developing their marketing budgets for 2012. But now I look forward to the marketing budget process. And I know precisely what my Marketing team has to do to hit those targets. To explain, I created a sample marketing budget below. o Inquiry to MQL 10% ( Marketing Qualified Lead ). o MQL to SAL 20% ( Sales Accepted Lead ).

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How Do Your Contact Engagement Initiatives Stack Up? [CHART]

Modern Marketing

by Joel Rothman | Tweet this To make the most of every contact interaction, it’s critical for marketers to consider how activities transpire across the entire funnel. Contact activity is an important metric in terms of Marketing Qualified Lead (MQL) generation and conversion.

Live Blogging the Eloqua Experience 2011 Keynote

Modern Marketing

by Jesse Noyes | Tweet this Eloqua Experience 2011 is a big event. 8:32AM: Eloqua’s CEO Joe Payne takes the stage. ” 8:36AM: Eloqua CMO, Brian Kardon, on stage. Marketing automation continues to grow, but penetration is still only between 8-10%.

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[Chart] Marketing Automation Means More Marketing Jobs

Modern Marketing

by Elle Woulfe | Tweet this We all know that marketing automation is a powerful tool for generating, scoring and qualifying leads. But according to benchmark data of Eloqua customers, it can also mean more marketing jobs and higher productivity.

Rules of B2B Lead Scoring – Who’s Hot, Who’s Not

Industrial Marketing Today

Lead scoring has become very important in today’s B2B marketing. Marketing’s role in interacting with prospects has expanded and goes further into the buy cycle than before. Lead scoring, a key component of lead nurturing and management, is an effective tool for aligning sales and marketing. In developing a lead scoring system, marketing has to make certain assumptions to classify prospects as hot or not. Leads sent to sales 1,372 1,058.

How to Measure Email Success in 2015: A Call to ROI

The Point

No matter what your marketing resolutions this year – more content, better creative, etc. – Since email continues to be a dominant channel for most B2B marketers, let me suggest that a good candidate for #1 on your “to do” list for 2015 is to improve the way you measure email campaigns.

Introducing: The Modern Marketer’s Guide to Video

Modern Marketing

by Amanda Batista | Tweet this Video marketing: You know you need it. But for many marketing organizations it’s difficult to strategize. These are pesky words that often seem to crush video marketing dreams. Need More Strategic Video Marketing Tips?

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4 Lessons Social Media Pros Can Learn from DemandGen

Modern Marketing

I run social media for a marketing automation vendor. I stand with one leg in the demand generation world and the other in social marketing. So this post is for my social marketing cronies. But these crazy lead generation guys, they are fully willing to promise an exact number of marketing qualified leads, sales accepted opportunities … right down to business closed.

4 B2B Marketing Hurdles – And How to Jump Right Over Them

Modern Marketing

Today’s post comes courtesy of Sean Callahan , Senior Manager, Content Marketing at LinkedIn. These days, B2B marketers are running hard just to stand still. They must run to stay up on new marketing technologies, and they hustle to stay ahead of their competitors – all the while trying to leap over the new hurdles that stand in their way. 1: Embrace full funnel marketing. 2: Too many marketers overemphasize the bottom of the funnel.

How to Practice Sales Enablement That Helps Reps Rock

Modern Marketing

Marketing also has an integral role in the success of sales. It’s more than just sharing research and consumption behaviors, classifying someone as a marketing qualified lead (MQL), and then graduating contacts to sales accepted leads (SALs).

5 Ways To Unite Sales And Marketing For Increased Revenues

The Forward Observer

Companies with strong alignment between marketing and sales achieve 20% revenue growth. A similar, counterproductive rivalry still exists in many companies today between the sales and marketing departments. Sales can think of marketing as irrelevant, "arts and crafts" party planners.

The Top 5 Mistakes Companies Make Building Demand Generation

Sales Engine

Most B2B companies are realizing that, to hit their growth goals, they need to shift the focus of their marketing from branding and awareness to lead generation. So they task marketing leadership with building a demand generation engine and run into myriad problems.

How To Predict Conversion Rates From Lead to Close With an ‘Exit Criteria’

Modern Marketing

This dynamic has always been the same: Marketing is frustrated by Sales not following up on their hard-won marketing qualified leads (MQLs), while sales complains that there aren’t enough “good” leads worthy of their attention.

4 Back to Basics Tips to Improve Lead Quality

Modern Marketing

by Contributor Friendly | Tweet this Editor’s Note: Today’s post comes courtesy of Brenda Stoltz, the CEO and founder of Ariad Partners , which provides provides creative, practical, sales-driven integrated inbound marketing, lead generation and strategy services.

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Define and Conquer: Tips to Improve Sales and Marketing Alignment

Modern Marketing

The following is the first of a two-part series on strategies to bridge the gap between sales and marketing. At its best, the relationship between sales and marketing is like a fresh romance. Sales still tells marketing it appreciates all the hard work and revenue contribution.

6 Ways Marketing Can Help Generate Early Leads for Sales

Modern Marketing

by Shawn Cook | Tweet this A marketer posed a perplexing question to me recently. What does sales want more,” he asked, “qualified leads or early leads?”. Getting to prospects is paramount, but so is focusing on the most qualified leads. Here are 6 ways that marketing can help make that possible. Marketers need to include a capabilities matrix, competitive matrix and an FAQ document as early in the lead nurturing process as possible.

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What’s Behind the Resurgence for Account-Based Marketing

LeanData

For B2B marketing and sales professionals, the term Account- Marketing (ABM) has been cropping up more and more in conversations, media articles and blogs, vendors, and event presentations. “Account based marketing isn’t a new term nor a new marketing strategy.

The 6 Stages of Successful Lead Management

Modern Marketing

What makes a lead management process successful? In the real world implementing lead management requires a degree of science, art and consensus. The first step in building a sustainable lead management process is a psychological one. The Six Ingredients of Lead Management.

Live From The Marketing Nation Summit Sessions: ABM, Content Marketing, Women In Tech and More

Modern B2B Marketing

Author: Ellen Gomes Throughout The Marketing Nation Summit, we’ve not only had amazing, insightful, and inspiring keynote speakers, but speakers who rocked the smaller stages in our breakout sessions. So how do you become an effective content marketer?

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5 Tips For Sponsoring Virtual Events

Modern Marketing

billion by 2015, according to Market Research Media. Absent a past relationship with partners it’s best to ask if the brand throwing the event has credibility with your market. MarketingProfs has a history for attracting digitally savvy marketers, which is why Eloqua is taking part in its Digital Marking World summit today. There’s great value for your lead nurturing program in knowing where you first met them. by Jesse Noyes | Tweet this.

Follow the Yellow Brick Road to Revenue Performance Management

Modern Marketing

Like Dorthy, most B2B marketers also find themselves on an undesirable journey in a foreign place- swept away by a cyclone of channel proliferation, 24×7 access to information, and a highly competitive environment. by Jesse Noyes | Tweet this.

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Hard Data to Justify Your Marketing Automation Investment

Customer Experience Matrix

Summary: So you want some hard numbers to prove the value of marketing automation? A client asked yesterday if I had some benchmark information to justify the cost of her marketing automation project. Neolane “ Making the Business Case for Enterprise Marketing Software ”. The Heart of Growing Conversion Rates," 2008): Best in Class Average % higher Inquires to Marketing Qualified Leads (MQLs) nearly 10% 3.9%

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Infer Launches New Predictive Behavior Scoring for Pardot; Expands Sales Intelligence Capabilities

Infer

a leading predictive sales and marketing platform that helps companies win more customers, today announced several enhancements to its product portfolio. Today, the company is adding new insights into “similar accounts” for every lead, contact, account or opportunity.

Infer Launches New Predictive Behavior Scoring; Expands Sales Intelligence Capabilities

Infer

a leading predictive sales and marketing platform that helps companies win more customers, today announced several enhancements to its product portfolio. Today, the company is adding new insights into “similar accounts” for every lead, contact, account or opportunity.

Quality Matters – Analyzing the Effect of Quality on the Lead Handoff Process

ANNUITAS

We are glad to have Steve Woods, CTO of Eloqua as a guest contributor to The Annuitas Group blog. Steve is a thought leader in the world of marketing automation and lead management and is also a prolific writer on topics related to demand generation and the current transitions within the marketing profession. Steve is also deeply involved with the Eloqua user community, with whom he regularly interacts through the discussions on his Eloqua Artisan blog.

Highlights from Growth Hackers AMA with Paul Albright

Captora

Growth marketers of the world, we heard your cries and we’re here to help! Here are just a few of the great questions he received from the growth marketing community: Sales enablement is a crucial part of scaling and growing a marketing technology company.

CMO 2

Survey Finds Growth in Pipelines and Sales Cycles for B2B Lead.

Industrial Marketing Today

A vast majority of the survey respondents reported that outbound tactics outperformed inbound initiatives for generating qualified leads. I am wondering if it is a result of the age-old disagreement between sales and marketing on the definition of a qualified lead.

SQO 2

What’s Behind the Resurgence for Account-Based Marketing

LeanData

For B2B marketing and sales professionals, the term Account- Marketing (ABM) has been cropping up more and more in conversations, media articles and blogs, vendors, and event presentations. “Account based marketing isn’t a new term nor a new marketing strategy.

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Beyond Financials: VC & IPO Due Diligence on Sales & Marketing Metrics

ViewPoint

Lauren Carlson, an analyst at Marketing Automation Software Guide , recently wrote an article that looks at marketing automation vendors like Marketo and Eloqua who are considering IPOs, their recent venture capital funding, and the type of financial performance they may need to warrant shareholder valuations comparable to publicly-held SaaS companies. Could the reasons why point to similar expense paths for the marketing automation vendors looking at going public?

PowerViews with Christopher Hosford – CRM/Marketing Automation/Social Convergence

ViewPoint

He is former editor-in-chief of Sales & Marketing Management magazine, and has written for Architectural Record, Inc. Companies are hiring social media people through their existing marketing budgets or recruiting social mavens in-house.” Marketing is changing so fast.

PowerViews with Chris Hosford – CRM/Marketing Automation/Social Convergence

ViewPoint

He is former editor-in-chief of Sales & Marketing Management magazine, and has written for Architectural Record, Inc. Companies are hiring social media people through their existing marketing budgets or recruiting social mavens in-house.” Marketing is changing so fast.

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. " --"What leads?

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.