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1 min read

INFOGRAPHIC: Understanding Marketing Automation

By Chandler Austin on Wed,Nov 23, 2011 @ 10:00 AM

From Hubspot, here's an infographic about how to use technology to move prospects and leads through your sales funnel.

Understanding Marketing Automation

Topics: Marketing Automation Sales Funnel Infographic Lead Management Lead Nurturing
1 min read

Find Out What Companies Are Viewing Your Website - New HubSpot App!

By Jack Barry on Wed,Nov 09, 2011 @ 09:06 AM

HubSpot just launched a new version of the Prospects application.  This application let's marketers see information on which companies have visited their website and how they got there.  Also, the newly updated app now offers even more detail including visitors from each company, content viewed, a map of their location and more.

Topics: Marketing Automation Inbound Marketing HubSpot

INFOGRAPHIC: Marketing Automation Statistics

By Chandler Austin on Wed,Oct 19, 2011 @ 10:00 AM

From Focus Inc., here's an infographic of trends and data about the marketing automation industry.

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Topics: Marketing Automation marketing automation software Infographic B2B Marketing
2 min read

Are You Failing at Marketing Automation?

By Chandler Austin on Thu,Oct 06, 2011 @ 10:00 AM

From the Hubspot Blog, here are 10 signs that your marketing automation efforts aren't productive.

"You have to hire help just to work the numbers."
Focus on quality rather than quantity. Analyzing marketing results should be done as close to real time as possible.

"You're using multiple systems and software packages to make it work."
The marketing tools you use shouldn't be hard to use. Review and reassess your software and infrastructure.

"You are more focused on testing instead of overall traffic and lead flow."
Traffic is the always-necessary first step.

"You think a drip campaign is going to spit out awesome leads and customers."
Review the leads you have generated to make sure they're in line with your target market. Ask yourself if you have the right information to do that analysis.

"You haven’t written a blog post this week."
Blog posts give you a recurring chance to demonstrate your knowledge to prospects and leads, often being better at conversions than testimonials.

"A majority of your traffic comes from paid media."
Organic search, social media, and direct traffic convert into leads and customers at higher rates than paid media. If more than half your leads are from paid sources, shift some of your budget from outbound to inbound marketing.

"You don’t know what sources are responsible for driving leads."
Automation is worthless if you don't know the source of your leads. Determine what is driving traffic to your site and database.

"You purchase “leads” from a database company."
If they've never heard of your company, how can they be "leads". This is ineffective and the opposite of inbound marketing.

"Your marketing automation system doesn’t integrate with your CRM."
CRM systems are intended to make managing leads and customers easier, just as marketing automation systems are intended to make marketing easier. If those systems can't interface, you will end up creating more work for yourself.

"Your marketing stops once the lead is handed off to a sales rep."
Marketing also carries the responsibility to make sure leads are fully worked. Sales and marketing teams must be aligned to operate effectively.

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Topics: Marketing Automation Inbound Marketing marketing automation software
1 min read

Marketing Automation Success Stories

By Chandler Austin on Mon,Mar 28, 2011 @ 09:00 AM

Keith Dawson of the CMO Site shares some successes within the marketing automation space and predictions for the future. CMOs are being asked to do more with fewer resources, and marketing automation is the best way to effectively stretch the impact of marketing dollars. IBM believes this, and has acquired several companies in the marketing automation space, including Unica, Coremetrics, and Sterling Commerce.

Among Unica's existing clients was E*Trade Financial Corp, which used their marketing software to automate repeated campaigns, processes, and data outputs. As a result, in each of the last three years, E*Trade's marketing output has increased by 30 to 63 percent. In addition, E*Trade saved 1500 man-hours on campaign execution in 2010.

IBM's research indicates that in the next few years, CMOs will need to grow in scope, scale and skills. Also, venture capital is betting on real-time marketing, predictive analytics, and cloud computing.

Companies like Capital One, LL Bean and Best Buy are among the 2500 companies that use IBM's marketing automation. Bath & Body Works increased search conversion by 31 percent and order size by 5 percent. ING adjusted its Web offers to be more dynamic and quadrupled the revenue generated over previous offers.

Small business can get these same level of results with marketing automation, but probably needs to start wit point solutions to address the toughest problems.

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Topics: Marketing Automation Marketing Strategy marketing automation software
1 min read

How B2B Marketers Should Be Using Social Media

By Chandler Austin on Tue,Mar 22, 2011 @ 11:00 AM

Don't confuse where you network with how to do it. Participating in the right channels doesn't mean you're fully leveraging social media. Success in social media for B2B companies isn't the same as for B2C companies. B2B marketers must establish deeper, more meaningful relationships. From Maria Pergolino on Futurelab, social media advice for B2B marketers.

Social Sharing
Sharing links should be on all landing pages and emails to encourage and allow your audience to share your content.

Social Media as a Lead Source
Append links to capture social media as a lead source and capture the ROI on your social media programs.

Social Media Referrers
Web reporting in marketing automation software can break down your website traffic from social media according to more specific demographics.

Triggering Campaigns from Social Media Interactions
Marketing automation systems can also be used to trigger campaigns off of customer data and actions.

Social Media Lead Scoring
Change lead scores based on social media interactions. Eg. Increase a lead score if you receive a favorable comment on Twitter.

Social Validation
Promotions like white papers and webinars can include widgets that share what others are saying about it.

Integrated Programs
Social media is just one channel. Integrate it with all other campaign elements.

View Original Article

Topics: Marketing Automation Social Media Marketing B2B Internet Marketing Lead Scoring
1 min read

Mistakes to Avoid When Purchasing a Marketing Automation System

By Chandler Austin on Mon,Mar 14, 2011 @ 10:00 AM

Marketing technology specialist David Raab provides some insights on how to choose a marketing automation system. Automation systems have reached a point that they can benefit most marketing departments, but most buyers aren't yet equipped with the knowledge to make an effective purchase decision. Avoid the following errors:

Buying Because Everyone Else Is
Buy a marketing automation system because you need it. So first, define how you'll use it, what benefits you’ll get, and what financial value those benefits provide. (E.g. generate more leads, save production costs by creating your own pages, send better-qualified leads to sales.)

Choosing the System with the Most / Best / Coolest Features
A feature you don't use adds to cost and complexity, thus reducing the value you get from the system. Again, first define how you'll use the system to determine the features you need.

Considering Only the Industry Leaders
Becoming an industry leader isn't necessarily synonymous with having the best product. And the "industry-best" product doesn't necessarily fit your needs. If you've clearly defined your requirements, assessing a large number of vendors shouldn't be difficult.

Saving Time by Skipping Scenarios
Design some sample campaigns or other processes and watch the vendor execute them. You get to see the features you really need and not be distracted by the ones you don’t. This will ultimately speed your implementation as well as helping to ensure you select a system that actually does what you need.

Ignoring References
References tell you what kinds of companies have previously succeeded with the system. Even happy references can provide concrete information about what worked well and not-so-well.

Spending Too Little
Don’t save money by not training your staff, prepping your data, designing sound programs, or creating strong content.  Those investments are what will really determine whether you get value from your marketing automation system.

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Topics: Marketing Automation marketing automation software
1 min read

Revenue Performance Management

By Chandler Austin on Tue,Mar 08, 2011 @ 09:00 AM

The Future of Marketing: The Evolution from Demand Generation to Revenue Performance Management is a free webinar from the B2B Lead Roundtable that explains how companies are using revenue performance management to achieve competitive differentiation.

The Evolution from Demand Generation to Revenue Performance Management from B2B Lead Roundtable on Vimeo.

Topics: Marketing Automation Marketing Strategy B2B Lead Generation B2B Marketing Lead Management
1 min read

2011 B2B Marketing Advanced Practices Handbook

By Chandler Austin on Wed,Mar 02, 2011 @ 09:00 AM

MarketingSherpa is offering a handbook that guides marketers through their FUEL methodology for B2B marketing. The 2011 B2B Marketing Advanced Practices Handbook walks you through establishing a detailed B2B Marketing strategy to increase your contribution to sales pipelines and revenues.

  • Find and attract leads
  • Uncover qualified leads
  • Establish automated marketing processes
  • Lift results
10 Questions Answered in the Handbook:
  1. How can I address the top challenges facing B2B marketers?
  2. Who are you targeting? Identifying buyer personas.
  3. What are the best tactics in content development?
  4. What are the steps to creating an effective webinar strategy?
  5. How can you generate leads with a social media strategy?
  6. Is bad data hurting your business? Database quality and maintenance.
  7. How do you define a qualified lead?
  8. What do you ask when selecting an automation platform?
  9. What are the best tactics for delivering marketing value?
  10. What are the best tactics for improving marketing and sales analysis?
Benefits of the Handbook:
  • Improving any part of the marketing/sales funnel
  • Marketing to a growing number of people in the buying process
  • Generating high quality leads, lead scoring, lead nurturing
  • Creating high quality marketing content and messaging
  • Inbound and Outbound marketing tactics
  • Establishing an automated marketing process
  • Marketing analysis and analytics
Order/Download the Handbook Here

Topics: Marketing Automation Marketing Strategy B2B Marketing Lead Management Lead Conversion Lead Nurturing Lead Scoring
1 min read

B2B Marketing Automation from a CMO Perspective

By Chandler Austin on Tue,Mar 01, 2011 @ 09:00 AM

MarketingSherpa's special report addressing how CMOs use marketing automation, is available for free download. The report is the result of research conducted with almost 300 senior marketing decision makers. It focuses on in-depth analysis of the processes CMOs are using to optimize their marketing-sales pipelines, as well as implementation of the software applications that enable automation.

Contents of the report include:
  • CMO Challenges
    • B2B challenges increasing in pertinence
    • Marketing to a growing number of people involved in the buying process
    • Marketing to a lengthening sales cycle
  • Marketing Automation Maturity
    • Establishing marketing automation maturity
    • Case briefing: Marketing automation leads to 190% sales conversion increase
  • Marketing Automation KPIs
    • Benchmarking marketing automation performance
  • Recommended Actions
    • Identify funnel stages and definitions
    • Establish and optimize lead scoring and management methodologies
    • Develop and optimize lead nurturing campaigns
View Original Article

Topics: Marketing Automation B2B Lead Generation B2B Marketing Lead Management Lead Nurturing Lead Scoring