One of the most critical elements of any successful demand generation program is a common set of goals, measurements and processes among the sales & marketing department. That is why in this edition of DemandGen Report we are proud to profile three leading organizations as part of our first annual Sales & Marketing Alignment Awards.
This year’s winners range in size from Fortune 100 firms like Cisco Systems-- using alignment to optimize its SMB outreach--to fast track SMBs like Sourcefire—relying on alignment tools to reach big banks, government agencies, and mega retailers.
The common ingredients among these firms is their success in using tools such as lead scoring, email/web tracking and real-time alerts to increase the efficiency of their sales and marketing teams and ultimately close more business.
Utilizing eTrigue for lead scoring and activity tracking, the automation tools are helping Cisco’s call centers prioritize which prospects to target and then improving the results in scheduling qualified appointments for sales partners. The company’s marketing team credits the eTrigue solutions for helping Cisco increase appointments with SMB prospects by 25%.
Sourcefire recognized the need identify likely buyers and has utilized Eloqua to create an advanced lead-scoring program. The program allows Sourcefire to evaluate and adjust the quality and quantity of its leads based on feedback from the company’s sales organization. The lead scoring system has been able to show a 25% increase in sales productivity.
For the introduction of its CommerceMail service in late October of 2008, ADX deployed the Genius platform for real-time marketing and sales analytics and the results have been both fast and dramatic—enabling ADX to capture 60 qualified leads for their new service in the first 90 days.
Curata by HiveFire, Inc. helps marketers more effectively manage content curation, the process of finding, organizing and sharing online content. By combining these tasks in one easy-to-use platform, marketers save time on content marketing while simultaneously increasing brand visibility, boosting SEO, nurturing leads and establishing thought leadership.
The State of Demand Generation 2012 is a complimentary download that features trending insight and forecasts from nearly a dozen experts in the field. The report highlights demand generation trends on deck for 2012, including socializing the salesforce, connecting marketing to the C-Suite and mobile marketing, as well as strategies to create killer content and demonstrate clear value propositions.
By Kristin Hambelton, Vice President of Marketing, Neolane, Inc.
The Greek philosopher Heraclitus once said, “Nothing endures but change.” While this statement undoubtedly rang true thousands of years ago, the pace of change has accelerated so much that it carries substantially more meaning and weight today.
In today’s buyer-empowered selling market, progressive B2B organizations have realized that the traditional approach to marketing products and services requires a ramp-up in value add and buyer insight.
Content marketing is helping B2B companies better demonstrate their value proposition by demonstrating thought leadership and a strong understanding of prospective buyers’ needs, objectives and industry challenges.
DemandGen Report is hosting an educational conference exclusively for the B2B marketers aspiring to navigate for the sea of content.
When: Tuesday, April 24 2012.
Where: The Time Center - 242 West 41st Street, New York, NY 10036
department. That is why in this edition of DemandGen Report we are proud to profile three leading organizations as part of our first annual Sales & Marketing Alignment Awards. 
By Kristin Hambelton, Vice President of Marketing,