Radian6 Email Campaign Hits the Mark

The Point

There’s a lot to like about the email below received last week from Radian6 , makers of social media monitoring tools (and recently acquired by Even with images turned off, the only things missing in this email are the illustration and the company logo at top left.).

My online influencer research and engagement process


Unlike GroupHigh that makes one painfully click on little stars in order to select blogs for campaign lists, Inkybee allows me to pop in keyword terms and then go to sleep. I chop out all the mainstream media venues if they’re not germane to the campaign.

Marketing Automation Systems are on the Rise


Developing a personal rapport with businesses has been an enduring characteristic of successful B2B marketing, so it seem counterintuitive to rely on automated emails and social media platforms. Guest post by Gene Morris.

Marketo Adds Custom Objects. It's a Big Deal. Trust Me.

Customer Experience Matrix

Specifically, it hasn’t let users set up custom objects (although they’ve been able to import custom objects from or Microsoft Dynamics CRM ). Sloan said that even before this happens, data in the custom objects will be fully available to Marketo rules for list building and campaign flows. Again, this is pretty standard retargeting and look-alike targeting, with the advantage of tailoring messages to people in different stages in Marketo campaigns.

eTrigue Puts a New Interface on Mature Marketing Automation Features

Customer Experience Matrix

DemandCenter has a campaign flow interface that does seem easier to use than standard products. What makes the campaign builder different? It allows complex flows and is pretty much the way that most people diagram a campaign when they're planning it.

How Should I Structure My Marketing Automation Team?

Modern B2B Marketing

According to Cristan Hutto, Marketing Operations Manager at Websense, “With a team of my size (three), we are able to effectively support corporate campaigns and the global marketing managers with their regional marketing programs.” One technical program manager (HTML/email campaign launches).

How Should I Structure My Marketing Automation Team?

Modern B2B Marketing

According to Cristan Hutto, Marketing Operations Manager at Websense, “With a team of my size (three), we are able to effectively support corporate campaigns and the global marketing managers with their regional marketing programs.” One Technical Program Manager (HTML/Email Campaign Launches).

Lead Nurturing, Lead Scoring and the World Cup

Modern B2B Marketing

A way to leverage global marketing campaigns and a faster, easier way to create and change landing pages and capture leads. Before” was a three-stage cycle, delivering leads generated from awareness campaigns to the web and then onto their BDR. The Final Score: >700 emails campaigns.

[Cartoon] The Leads Are With Sales

Modern Marketing

by Michael Martin | Tweet this It was hard work and long hours , but Ellber finally got his email campaigns out. It turns out, not every person that opened the email – or even clicked through – is the right fit.

Using Big Data as Revenue Driver: Interview with’s Andy MacMillan

Modern B2B Marketing

Our customer, Motorola Solutions, saw a significant increase in form conversions from their email campaigns by moving to the use of targeted lists with segmented messages. All of this data along with company profiles is accessed in the cloud directly in

B2B 3

Lead Genius Adds a Dash of Artificial Intelligence to Account Based Marketing

Customer Experience Matrix

Lead Genius has a basic email campaign capability, including segment definition, email templates with personalization variables, and email sequences. There don’t seem to be any particular AI features here, although we’ll see in a moment that email does play a key role in Lead Genius’ AI utilization. Lead Genius sends emails through corporate or individual salespeople’s email accounts.

Can CRM Add-Ons Replace Marketing Automation?

Customer Experience Matrix

I wrote in February about ClickDimensions , which adds advanced email campaigns and Web tracking to Microsoft Dynamics CRM. Of course, the jackpot here is Predictive Response has a broader range, with more advanced email features, including split tests, content templates, and branching campaigns, as well as Web visitor tracking, lead scoring, dashboards, and some data cleansing on form entries.

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Digital Marketing Glossary, Part 1

Marketing Action

Note that we’re developing glossaries for SEO and email deliverability, so most terms that apply in those disciplines are left out of this one. For online assets (like your website and emails), the term references the top portion of the page, that which is visible without scrolling.


Mega-List of Features in Marketing Automation (That You Won’t Find in CRM)

Modern B2B Marketing, Microsoft Dynamics CRM), so why do I need marketing automation ”? Salesforce recently rebranded their social marketing application as the Marketing Cloud, and their website says you can use their solutions to “optimize campaigns from lead to close, on every channel”.

CRM 35

HubSpot's Strategy for Winning the Marketing Automation Horserace

Customer Experience Matrix

This involves strengthening its “middle of the funnel” tools for more powerful email, better segmentation and content selection, and enhancing lead profiles with data from social media. Indeed, CTO Dharmesh Shah said their goal is to “leapfrog” current marketing automation vendors by replacing their focus on email marketing with a focus on social media. HubSpot's purchase of Performable will also improve its Web analytics, event tracking, and email campaign capabilities.

Drip Campaigns: Tips From Marketing Automation Monday


The topics for these meetings was drip campaigns and lead nurturing. You need to tailor your drip campaigns to different audiences. via progressive profiling), so they could run more targeted campaigns. An email marketing vendor found out that people searching for "newsletters" are less sophisticated than those who search for "email software" That's useful info to fine-tune your nurturing programs. Email Sent on Behalf of Sales Reps.

THE HACKIES: A CMO’s guide to integrating marketing technologies


Is your marketing team having challenges in seamlessly planning and executing campaigns with the tools they use? While the vendor was listed as a partner on the MAP vendor’s web site and claimed having native integration support, I quickly realized that the integration was limited to simply passing a link to a survey for a specific set of recipients so that an email with that link can be sent to them. This article is a guest post by Steve Nakata of The Pedowitz Group.


Top 32 B2B Marketing Posts and Hot Topics of Social Media Forecast

B2B Marketing Zone Posts

Monday Marketing Term: Content Mapping - Marketing Genius Blog , April 26, 2010 Content mapping is the process of understanding and organizing the flow of content for your website, nurturing campaigns or blog, so it can be presented to your audience ( personas ) based on their needs and stage in the buying cycle. Best of B2B Marketing. April 2010. Great stuff this month in the world of B2B Marketing. The following are the top items from featured sources based on social signals.

Vidyard Expands Leading Video Platform to Help Marketers Generate More Leads with Video


With Vidyard, we’re able to understand exactly how our videos are performing and pass individual prospect engagement data to Hubspot and so high value leads are identified and immediately routed to sales”, says Tarah Cammett, Vice President of Marketing at VoltDB.

Four Signs That You May Need Marketing Automation Help

Modern B2B Marketing

They can eliminate that backlog of campaigns and processes for you and then turn them over to your staff—or they can run everything until you get that needed marketer hired. Why are we getting blacklisted after email campaigns go out?” “Why

How HubSpot Rocked 2011: A Year in Review


March 8: HubSpot raises $32 million in funding from Sequoia Capital, Google Ventures, and HubSpot added fully integrated email marketing capabilities. HubSpot launched enterprise lead nurturing tools so users could create highly targeted email campaigns in seconds.

Is the In-House B2B Marketing Department Going Away?

Everything Technology Marketing

We sure see this trend in the marketing automation platforms we use on a daily basis – webcasts, email campaigns, lead management, and many more. Sure, marketing departments have always outsourced campaigns, creative services, and projects to ad/PR/creative agencies.

Active Conversion Offers Strong Lead Management and Leaves Out the Rest

Customer Experience Matrix

The classic demand generation cycle starts with an outbound email campaign, captures replies on a landing page, scores the responses, and then sends qualified leads to a sales automation system and keeps the others for more nurturing. Leads can enter from channels other than email. But it only recently added even simple landing pages and Web forms, and still has limited lead scoring, email and nurturing features.

Aprimo Marketing Studio Supports Sophisticated Business Marketers

Customer Experience Matrix

Small digression: most business marketing systems are designed around data from a sales automation system such as This starts with the core functions of any business marketing system: outbound and multi-step email campaigns, landing pages, Web behavior tracking , lead scoring, integration, reporting and content management. Paid search campaigns are supported through integration with Omniture SearchCenter.

LoopFuse Offers No-Frills Demand Generation

Customer Experience Matrix

The process to set up multi-step campaigns (which the vendor calls “lead flows”) is now quite straightforward. For example, the retrial node might check every hour to see whether someone has responded to a previous email. The only direct action available in an activity node is to send an email; all other options involve updates to the CRM system such as adding a lead, changing data, or assigning an activity.

Treehouse Interactive Refines Its Features and Targets Larger Firms

Customer Experience Matrix

Its marketing automation system offers the usual range of functions: email, Web analytics, landing pages, multi-step campaigns, lead scoring, CRM integration, ROI reporting. The greatest divergence from industry norms is Treehouse contacts always enter campaigns by completing a form. Other systems select campaign members with rules that can access a broader set of data. GoToWebinar When I last wrote about Treehouse, it had just added integration.

Hubspot Offers Small Business Marketers a Big Bundle of Features

Customer Experience Matrix

The current version also hosts landing pages and Web sites, manages a lead database with profiles and Web activity history, generates lead scores, sends alerts to sales people, and synchronizes data with All that’s missing to be full-blown demand generation system is outbound email and lead nurturing campaigns—which the company has announced it will add. The database can include answers to survey questions and fields imported from

Act-On Software Does List-Based Demand Generation

Customer Experience Matrix

If you look at the Web site of Act-On Software , you’ll see a typical set of demand generation features: email marketing, demand generation (equated with landing pages and forms), lead nurturing, Website visitor tracking, channel (partner) marketing, and lead scoring. The components can include prebuilt surveys, which can be embedded in an email or linked to a separate Web form. They can also import lists and execute email campaigns.

Dreamforce 2009: The Secrets to Email Marketing Success: A Marketing Panel

Modern B2B Marketing

Last Thursday at Dreamforce, I had the chance to attend The Secrets to Email Marketing Success: Marketing Panel. This panel session focused on how to get more from email marketing as well as discuss the latest trends and strategies in email marketing.

Genoo Offers Web Marketing for Small Business

Customer Experience Matrix

The commenting system captures a URL, link text and Twitter name in addition to the usual first/last name and email address. Submission can also trigger a confirmation email, send the visitor to a confirmation Web page, and send an alert email to company staff. and behaviors such as number of site visits, time since last visit, and number of emails. The system can send emails through list selections or nurture programs.

ClickDimensions Offers Marketing Automation as a Microsoft CRM Add-on

Customer Experience Matrix

ClickDimensions does pretty much the standard marketing automation activities: email, landing pages, Web visitor tracking, drip marketing campaigns, and lead scoring. After all, separate systems must synchronize databases, campaigns, users, content libraries, activity histories, and other things, adding cost and complexity. Perhaps more important, ClickDimensions use the Dynamics CRM platform to handle data management, campaign workflows, and user rights.

Net-Results Simplifies Demand Generation for Small Business

Customer Experience Matrix

Email campaigns are targeted at segments; Web visitors are classified into segments; behavior alerts are triggered by segments; lead scores are assigned to segments; leads are sent to the sales system based on segments; reports are run against segments. This process has five functions: send emails to prospects; capture responses on landing pages; score leads; send qualified leads to sales; and nurture non-qualified leads with multi-step campaigns.

SalesFusion Combines Online and Offline Marketing with CRM

Customer Experience Matrix

This breadth isn’t accompanied by tremendous depth: SalesFusion’s campaign management and built-in CRM tools are a bit limited. But the system does offer a comprehensive solution for smaller firms and, at least on the CRM side, can integrate with more powerful solutions including , Microsoft Dynamics CRM and Siebel CRM On Demand. Campaign data includes budgets, actual costs, and revenues imported from sales opportunities.

Infusionsoft: Impressive Marketing Power for a Very Low Price

Customer Experience Matrix

Three of the five core demand generation functions are clearly there: outbound email, Web forms, and lead nurturing campaigns. The fifith core function, integration with , is not provided because Infusionsoft has its own sales automation capabilities. If advanced lead scoring or integration are show stoppers for you, then read no further. After all, any email client can send an email and any Web system can put up a landing page.

Aprimo Marketing Studio Expands the Scope of Marketing Automation

Customer Experience Matrix

The new offering is designed to support all stages of interactive marketing, starting with traffic generation from paid search, Web banner ads and blogging, and continuing with visitor behavior tracking, landing pages and forms, interactive dialogs, multi-step email campaigns, lead scoring and CRM integration. Consumer-oriented systems generally limit themselves to outbound email and multi-step campaigns, and sometimes provide real-time recommendations to call centers and Web sites.

SiteCore Adds Analytics and Marketing To Web Content Management

Customer Experience Matrix

Guarnaccia offered a Web site marketing maturity model that started with traffic statistics and extended to user experience statistics, content profiling, segmentation, conversion tracking, campaign management, sales enablement (using the IP address to identify visitor location and company), testing and optimization, and real time personalization. Still, the company does plan move beyond Web marketing by adding outbound email campaigns in a few weeks.

Getting More Out of Each Click with "Post-Click Marketing"


VisitorTrack service provides robust geo-targeting (so you know exactly where visitors are coming from) and email notification, but it's biggest strength is detailed and customizable reporting capability. It's also fully integrated with

How to Compare Demand Generation Vendors: Choosing Summary Measures

Customer Experience Matrix

Categories for the self-evaluation seem pretty obvious: they would be the standard demand generation functions (outbound email, landing pages and forms, nurturing campaigns, lead scoring, and integration), maybe a menu for less standard functions (e.g. Explanations are below; I’m listing them here to make this post a little easier to read): - build a campaign as a list of steps. explicitly direct leads from one campaign to another.

Top 60 B2B Marketing Posts and Hottest Topics November 2010

B2B Marketing Zone Posts

Buyers Set the Pace for B2B eMarketing - Marketing Interactions , November 16, 2010 The ability to instantly publish content, send email, and Tweet give the impression that speed is a marketer’s friend. How Content Travels and Works in Social: Stories and People - Social Marketing Forum , November 28, 2010 Content is a key element in all forms of marketing: without good and relevant content there are no emails, there is no sharing and your site or blog doesn’t rank in search engines.

Optimizing Trial Conversion Rates With Lead Nurturing

Modern B2B Marketing

If prospects sign up for a product trial, they almost always receive an initial ‘thank you’ email. However, in many cases that’s the only email they will ever receive. A drip email campaign with usage tips will already make a big difference.