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Compelling Retention Messaging Strategy Boosts ABM Efforts

If the goal of account-based marketing is about acquiring and retaining the best long-term customers within organizations, the customer story you tell includes two crucial parts—the acquisition message (why change from what you’re doing today?) and the retention message (why stay with us now and in the future?).

Pardot Rolls to Record Results Behind Customer and Partner Momentum

Marketing automation vendor Pardot reported its most successful quarter to date, adding 143 new clients in Q2 2012. The company also sealed a significant deal with Dell in the second quarter, with the computer manufacturer now offering Pardot to its small business customers. Also in Q2, Pardot was awarded a large line of credit from Silicon Valley Bank, which, according to the company, will be used to fund its growth and customer service initiatives. Pardot’s client list includes more than 1,300 companies worldwide.

Key Ingredients Of Successful Lead Management Strategy Outlined By Annuitas Group CEO

Lead management has been a hot discussion in marketing circles during the early part of 2011. However, while the attention to the handling and care of leads is a welcome priority, there is still a lot of confusion as to a real definition and guidelines for lead management.

DemandGen Report had the opportunity to catch up with Carlos Hidalgo, CEO of The Annuitas Group, to talk more about how the company is applying its own Lead Management FrameworkSM successfully with clients across a number of different verticals. The Grand Rapids, MI-based consultancy recently expanded its staff by more than 50% and increased its client roster by 50%.

Starting From Scratch:
 Marketing Automation Best Practice for New Adopters

For BtoB marketers that are realizing the potential benefits of implementing a marketing automation system, rolling out and utilizing the technology can be an intimidating venture. Due to the complexity of automating marketing programs, there are various components to consider.

According to MarketingSherpa’s 2011 B2B Marketing Benchmark Report, 54% of CMOs have either begun or completed their implementation of marketing automation software, and another 17% intend to begin implementation. The report also found that 79% of CMOs have established some kind of automation process.

“Many companies rush to make an automation purchase before taking the time to define their internal requirements, such as what will they need from the automation solution,” said Carlos Hidalgo, President,  The Annuitas Group. “It is best to approach the purchase of automation in a cross-functional manner that includes groups beyond marketing including sales, operations, customer service and finance as these decisions will have an impact on each of these functional areas.”

Future Proof Your Marketing Automation: 7 Considerations to Select a System That Won’t Turn Obsolete

David_03_06By David M. Raab, Principal, Raab Associates

It’s almost a cliché that today’s buyers can gather product information for themselves. No one has taken this to heart more than marketing automation vendors, which publish mountains of information on their own web sites and subsidize distribution of still more by third parties. But even the most complete information and insightful analysis can’t accurately predict the future. Since the future is when you’ll use any marketing automation system you buy today, that’s a problem.

Author Dan McDade Tells “The Truth About Leads,” Shares Insights Into Defining Target Markets


dan mcdadeAfter introducing the somewhat radical idea that sales reps actually need fewer leads, author Dan McDade’s new book “The Truth About Leads,” has generated a lot of buzz among marketing and sales execs. Noting that many organizations still struggle to define and agree a quality lead, McDade points out that the pressure to fill the pipeline often finds marketing teams passing off leads to sales too early.

Hexaware Lands Closed Loop Sales & Marketing Alignment Via CRM & MAP Integration

New leads are often the most coveted prize, but repeat business and cross-selling to existing clients are often an overlooked source of revenue. Hexaware, a rapidly expanding IT and Process outsourcing services company, was generating most of its repeat business from strong service and delivery referrals, but struggled to manage those referrals without a centralized database or CRM system.

Quickly progressing from “non-existent” marketing to implementing automation software from Eloqua in 2007, Hexaware centralized its database to efficiently integrate with a CRM system. The company went from having little to no market intelligence to having the ability to record and track all online (web and email) and offline (events) touch points.

DemandGen International CEO Shares Insights Into Changing Use Cases For Marketing Automation

dl-1At the recent SiriusDecisions conference in Arizon, DemandGen Report sat down with David Lewis, founder and CEO of DemandGen International, one of the leading automation and consultancies in the industry. A pioneer in the space, Lewis was one of the early adopters of marketing automation during his days as a marketing executive, and has helped guide the successful rollout of these tools and processes and a number of large enterprises.

During the discussion, Lewis shared insights into the changing use cases for marketing automation, as companies are now going deeper into lead management to track marketing performance and the “cold to close” impact of marketing on revenue and closed business.  Tune in to this 7-minute discussion for keen insights into the changing landscape of marketing operations and lead management from one of the top thought leaders in the industry.

Episode#11: Tom Pisello, Founder, Alinean


DemandGen Report Editor Andrew Gaffney caught up with Tom Pisello, Founder of Alinean and Author of the ROI Guy Blog at the SiriusDecisions Summit May 4-6, 2011 in San Francisco, which drew a crowd of more than 1,000 sales and marketing professionals. Pisello shared some of the key takeaways from the Summit, including the increased focus on sales enablement solutions and strategies.

Noting the critical need for BtoB marketing and sales team to nurture the problem of “frugalnomics,” or more empowered, skeptical buyers, Pisello shared details about Alinean’s interactive tools designed to move buyers through the buying cycle. To speak to the new breed of BtoB buyers, Alinean offers interactive white papers, diagnostic assessment tools and ROI benefit calculators to help organizations deliver relevant, engagement offers throughout the buying cycle.

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