Below is the deck I presented at the Online Marketing Summit a couple weeks back. It’s called “From Content to Customer” and it focuses on the nexus of B2B...
Below is the deck I presented at the Online Marketing Summit a couple weeks back. It’s called “From Content to Customer” and it focuses on the nexus of B2B content marketing and demand generation. Huge thanks to partner JESS3 for the creative genius. The substance was co-developed in concert with my colleague, Elle Woulfe, who moves the levers in our demand engine, and it’s in this duality – from “pre-funnel” creative content to “in funnel” functional content – that this...
Below is the deck I presented at the Online Marketing Summit a couple weeks back. It’s called “From Content to Customer” and it focuses on the nexus of B2B content marketing and demand generation....
If you work in B2B marketing, there’s a good chance you’ve heard about lead scoring. But maybe you’re wondering what exactly lead scoring means, who are the...
If you work in B2B marketing, there’s a good chance you’ve heard about lead scoring. But maybe you’re wondering what exactly lead scoring means, who are the types of companies using it and why you should do the same. Luckily, we caught up Brian Carroll, Executive Director of MECLABS, to get the answers. Check out his summary below. [youtube]http://www.youtube.com/watch?v=b38-TvOTbC8&feature=youtu.be[/youtube] What is lead scoring? Well, lead scoring is a way to quantify...
If you work in B2B marketing, there’s a good chance you’ve heard about lead scoring. But maybe you’re wondering what exactly lead scoring means, who are the types of companies using it and why...
It’s so sad to see when two people who have so much in common - all the same interests, the same sense of humour, the same goals – never become a couple. The...
It’s so sad to see when two people who have so much in common - all the same interests, the same sense of humour, the same goals – never become a couple. The same heartbreak often occurs among sales and marketing teams. This Valentine’s Day we have a few tips and tricks to help your sales and marketing departments to fall in love. It should be so easy. We just have to make them see the light on a few very common points…. Speaking the Same Language In order for a romance to...
It’s so sad to see when two people who have so much in common - all the same interests, the same sense of humour, the same goals – never become a couple. The same heartbreak often occurs among...
If you send every “lead” to sales, regardless of quality, they will have to kiss a lot of frogs to find the prince. Not everyone who fills out a form, attends a...
If you send every “lead” to sales, regardless of quality, they will have to kiss a lot of frogs to find the prince. Not everyone who fills out a form, attends a webinar or clicks through on one of your emails should be passed to sales. Marketers have to evaluate buyer fit (Do they map to your ideal customer profile?) and buyer behavior (Have they shown interest in what you sell?). What constitutes buyer fit and intent differs for every company. Lead scoring makes evaluation...
If you send every “lead” to sales, regardless of quality, they will have to kiss a lot of frogs to find the prince. Not everyone who fills out a form, attends a webinar or clicks through on one...
Goals are personal. As marketers we all have different ideas of what we need to accomplish. But when charting out gaps and room for improvement, it's nice to...
Goals are personal. As marketers we all have different ideas of what we need to accomplish. But when charting out gaps and room for improvement, it's nice to know what your peers are most concerned about. If you put improving how you manage your contacts or measure marketing effectiveness among your top goals for this year, don' worry. You're not alone. Our Revenue Lifecycle Assessment is a series of questions designed to assess current marketing maturity level in relation to...
Goals are personal. As marketers we all have different ideas of what we need to accomplish. But when charting out gaps and room for improvement, it's nice to know what your peers are most...
The most important question of any marketing database strategy is “What information is out there that I can access?” The second is “And what will it cost me?”...
The most important question of any marketing database strategy is “What information is out there that I can access?” The second is “And what will it cost me?” The drive behind many demand generation campaigns is to collect valuable data on prospects, stuff like name, email, phone number, company and maybe title. Appended third-party data can provide deeper insight into the company with info like revenue, industry, number of employees, and more. With this data in hand, you can...
The most important question of any marketing database strategy is “What information is out there that I can access?” The second is “And what will it cost me?” The drive behind many demand...
Pick up any sales or marketing trade pub, and you’re likely to see that 2011 was the year of social. While B2B companies have jumped on the bandwagon, demand...
Pick up any sales or marketing trade pub, and you’re likely to see that 2011 was the year of social. While B2B companies have jumped on the bandwagon, demand generation marketers often struggle to find its value. It’s one thing to tweet about your company and build a Facebook page, but B2B firms are now looking to tie Social to measurable lead generation. The beauty of social is that it can be a relatively low risk, low cost endeavor. What many marketers lack are just some...
Pick up any sales or marketing trade pub, and you’re likely to see that 2011 was the year of social. While B2B companies have jumped on the bandwagon, demand generation marketers often struggle to...
Eloqua has a very data oriented culture. Whenever possible, we make decisions only after asking "What does the data tell us?". With that in mind, I thought it...
Eloqua has a very data oriented culture. Whenever possible, we make decisions only after asking "What does the data tell us?". With that in mind, I thought it would be interesting to look at two standard email metrics over the course of the inaugural 2011 year of our Chart of the Week campaign, benchmarking against ourselves (over time) and the wider Eloqua population. Here are some interesting things we found: Our open rate and click through rate are both well above the...
Eloqua has a very data oriented culture. Whenever possible, we make decisions only after asking "What does the data tell us?". With that in mind, I thought it would be interesting to look at...
If enabling sales is one of your goals in 2012, then marketing is going to have ask the sales reps what they need. But if you go into the process unfocused and...
If enabling sales is one of your goals in 2012, then marketing is going to have ask the sales reps what they need. But if you go into the process unfocused and unprepared, you’re likely to run into some common, unproductive gripes from salespeople. Here are 4 examples of the kinds of non-strategic complaints you’ll need to expect and move beyond. 1. “Ya’ know, it’s all crap, crap, crap!” This is the kind of complaint that gets you nowhere. Yet, when a sales rep feels they’re...
If enabling sales is one of your goals in 2012, then marketing is going to have ask the sales reps what they need. But if you go into the process unfocused and unprepared, you’re likely to run...
