Recent Posts by Amanda Batista

Looking to add another thought leadership notch to your marketing maven belt? Perhaps your team moved marketing mountains this past year and you’re looking for a place to showcase your stuff? Join us this fall in London! The Modern Marketing Experience conference offers an unprecedented opportunity to gain insights from experts in marketing automation, social marketing, content marketing, and big data at a single premier event. With programs designed for Modern Marketing...

Nothing seems to brings marketers more joy (or stress) than metrics and measurement. In the report – Eloqua Community: The State of Content Marketing 2014, we teamed up with LookBook HQ to understand how well content marketers align their content with their buyer’s journey. We discovered that, due to the broad range of variables involved, modern marketers need more and better metrics to be better able to align their content with their buyer's journey and that as little as 12%...

The days of “speeds and feeds” driving discussions are over, as there has been a major transformation in how business and value are defined. These changes, as well as the role of content marketing, were explored this week at TechMarketing 360 in Dana Point, California. Today’s “relationship economy” requires marketers to rethink engagement and based on context and relevance, according to Juniper Networks CMO Brad Brooks. Think of the ‘Mac versus PC’ television ads, in which...

Inspired by a CMO Council report (June 2013) that suggested B2B buyers trust independent third party content more than vendor-branded content, we (LookBookHQ and Oracle Eloqua) wanted to explore the use of third party content in our recent report - Eloqua Community: The State of Content Marketing 2014 We found that, while Modern Marketers are sharing third party content, they are challenged to coherently integrate it within their own stories and narrative. So how are Modern...

Marketing organizations focus on building relationships with new audiences, but it's important that we always nurture the members of our existing communities, as well. A little bit goes a long way to delight, so we put together a list of 10 ways for you to demonstrate appreciation and value to your customers. Happy customers make supportive advocates, so always aim to help, enable, and support. Showing a little customer love doesn't require big, strategic efforts. A commitment...

We know content marketing works, but we also know that it can pose organizational challenges for marketing teams. Through our recent report – Eloqua Community: The State of Content Marketing 2014, we learned that nearly half (44%) of respondents identified content production as their biggest challenge. This trend is validated by other content marketing benchmark reports, which indicates that there’s a viable learning curve for marketers navigating the production process. When...

For years, pharmaceutical companies promoted products in person to healthcare professionals by utilizing the services of pharmaceutical sales reps, or “detail men.” While this method has been the tried and true approach, over the years the industry has changed and new channels have emerged, first in the form of direct to-consumer advertising. Now life sciences marketers are challenged to employ a digital — but personalized — approach to promoting their brands, with the goal of...

Last week we launched the Oracle Eloqua Community report: The State of Content Marketing 2014. Together with our friends at LookBook HQ we sought to benchmark content marketing with specific insight into earned, owned, and paid media strategies— what policies marketers are following—as well as how content is mapped along the buyer journey, and the key performance metrics that matter. Today we launch The State of Content Marketing 2014 infographic, which illustrates the report's...

While the sales cycle is getting longer and buyers continued to wait to engage with sales, B2B buyers are more satisfied with the process than they were a year ago, according to Demand Gen Report’s 2014 B2B Buyer Behavior Survey. The annual survey also found that as many as 34% of respondents said the number of team members involved in the B2B purchase process increased over the past year. We caught up with Demand Gen Report Managing Editor, Kim Zimmermann, for more on the...