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Marketing Automation, Data Management Tools Play Starring Role At Dreamforce

Salesforce.com’s annual Dreamforce conference is emerging as one of those juggernaut events, where year after year the crowds just keep getting bigger. The numbers by themselves are impressive, with 30,000 people converging in San Francisco’s Moscone Center, but the energy and activity of those registrants is different than other events.

I’ve been attending trade shows and user conferences for more than 20 years and I have never seen lines stretching across two halls to attend keynote sessions or swarms of people waiting for the expo hall to open.

And just like a hit Broadway show playing to sold-out crowds, Dreamforce had a few new stars emerge from the cast this year. The first to step out to center stage was the marketing automation category. With both Marketo and Eloqua playing lead roles as Platinum sponsors of this year’s Dreamforce, attendees were no longer asking what marketing automation is, but now more pointed questions about how they could and should be using it alongside salesforce.com.

Marketo Maps Predictive Path For Marketers With Revenue Cycle Explorer

screenshot2Marketo recently announced the general availability of its Revenue Cycle Explorer, the latest addition to Marketo’s Revenue Cycle Analytics, designed to provide a unique methodology to make it easy to measure, understand, optimize and predict the revenue cycle.

Supporting the need for the new revenue tracking applications, Marketo pointed to Forrester Research, which showed that while 20% of companies believe they excel at measuring performance of their marketing initiatives, 76% agree that the ability to track ROI fosters more respect.

Marketo Launches Chatter for Sales Insight on Salesforce.com’s ChatterExchange

Marketo recently announced the launch of Chatter for Sales Insight on salesforce.com’s ChatterExchange, designed to help accelerate the market shift to Cloud2, the next cloud computing paradigm. The integration between Marketo Sales Insight and Salesforce Chatter is designed to increase sales effectiveness with real-time feeds so sales professionals can prioritize their best leads and opportunities and drive greater revenue through the revenue cycle.

Marketo Reaches 500 Customer Milestone; Closes $10 Million In Series D Funding

Marketo made simultaneous announcements this week that the company has surpassed the 500 customer mark in just two years, and that it has closed $10 million in Series D funding to further accelerate the company’s rapid growth curve.

Phil Fernandez, president and CEO of Marketo, said the company added 119 new customers in the first quarter of 2010. He told DemandGen Report that the company has set an internal goal to grow its customer base to 1,000 by the end of the year, which would require it to step up its already rapid growth rate to an average of more than 165 per quarter.

“Seed Nurturing” and The Future of Lead Nurturing

Jon_Miller_-_VP_Marketing_-_MarketoBy Jon Miller, VP Marketing, Marketo

BtoB marketing has dramatically evolved over the past few years. Early on, the primary focus was on “closing the deal,” investing dollars on mass marketing, advertising, and branding regardless of measurable ROI, and encouraging the sales team to reach out to every prospect regardless of level of interest or qualification.

Spikes In Sales, Pipeline Activity Point To 2010 Emerging As Breakout Year

Last month we published an article predicting adoption of demand generation and marketing automation solutions was poised for a growth surge in 2010. However, the fourth quarter sales growth reported by several vendors, combined with a significant uptick in pipeline activity during the first few weeks of the New Year, point to 2010 emerging as a breakout year for the category.

Leading Demand Gen Solution Providers Connect To Form “The Marketing Cloud”

Just as cloud computing has transformed CRM and other core business functions, several industry leaders have joined together to help create an end-to-end cloud solution for marketing applications. Launched for the first time at Dreamforce 2009, the Marketing Cloud is a collection of cloud-based marketing services designed to “make internal marketing operations more efficient and external marketing programs more effective.”

Founded as an alliance between Alfresco, Demandbase, Hoovers (a D&B company), Marketo, Jigsaw, ON24 and PivotLink, the Marketing Cloud is positioned to deliver fast, easy and cost-effective options for marketers to integrate data silos, automate processes, foster collaboration and develop actionable marketing insights.

Zuora Product Launch Campaigns Find Right Cadence To Boost Sales

Zuora’s solutions are focused on streamlining its clients’ efforts to build, manage and grow their subscription businesses. Led by industry veterans from salesforce.com and WebEx, the company was backed by cloud-computing pioneer Marc Benioff as an early investor. With a limited budget, Redwood City, CA-based Zuora's marketing team needed a cost-effective way to convert this media buzz into actionable leads and opportunities. Zuora needed to manage an array of sophisticated product launch campaigns and to monitor the Web activity behavior of named and anonymous prospects.

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