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Study: Disconnect On Responsibility For Customer Experience

Act-On-TransparentWhile 80% of marketers believe that they have a peripheral role in the customer relationship, 85% feel that sales and support teams are currently responsible for the customer experience. This is just one of the key findings from a new study published by Act-On Software, in association with Gleanster Research.

The study 0f 750 B2B marketers examined their role in the customer lifecycle and supporting the customer experience.

New Gleanster Research Shows RPM Hinges On Analytics & Aligned Approach To Revenue

Gleanster_PhotoWhile BtoB organizations migrate toward the practice of Revenue Performance Management (RPM), the concept is still in its infancy and requires greater sales and marketing alignment to be optimally effective, according to new Gleanster Research.

Although marketing automation technology adopters utilize features like lead scoring, nurturing, and CRM integration, the Gleanster report, found that these tactics fail to address fundamental areas of RPM: connectivity, and dashboards and analytics.

Eloqua’s IPO Filing Stirs Dialogue Among Analysts, Competitors On Industry Impact


The recent news of Eloqua’s IPO filing brought renewed attention to the marketing automation and revenue performance management. The majority of competitors and industry analysts applauded the move as a milestone event for the category. At the same time, the revealing look inside Eloqua’s business and financial performance, drew industry commentary from competitors.

Experts suggested the move further validates the growing impact of automation solutions, and overall vendor positioning. "Eloqua's recent IPO filing highlights not only the continual growth the marketing automation market is experiencing, but also the commitment of vendors to expand the functionality and services offered,” said Jonathan Block, VP and Service Director of Reputation Management Strategies advisory services at SiriusDecisions, Inc. “The IPO also hopefully signals a new era of greater financial reporting transparency, which can only benefit customers through their due diligence in choosing a marketing automation vendor."

Study Highlights How and Why Top B2B Marketers Use Marketing Automation

By Matt McKenzie, Contributing Editor


What defines a successful marketing automation initiative? When it comes to lead generation, it's largely a matter of focusing on quality over quantity, according to a new study from Gleanster Research.

Gleanster's Gleansight Marketing Automation report surveyed more than 300 companies that have adopted marketing automation technology. Within that group, Gleanster analysts then identified top-performing companies, based on year-over-year improvements in three key areas: reductions in per-lead costs, increased customer acquisition rates, and increased return on marketing investments.

By comparing these top-performing organizations against others in the study, Gleanster analysts identified a number of differences in terms of why companies turn to marketing automation technology and what challenges they face along the way.

Study Highlights How and Why Top B2B Marketers Use Marketing Automation

By Matt McKenzie, Contributing Editor


What defines a successful marketing automation initiative? When it comes to lead generation, it's largely a matter of focusing on quality over quantity, according to a new study from Gleanster Research.

Gleanster's Gleansight Marketing Automation report surveyed more than 300 companies that have adopted marketing automation technology. Within that group, Gleanster analysts then identified top-performing companies, based on year-over-year improvements in three key areas: reductions in per-lead costs, increased customer acquisition rates, and increased return on marketing investments.

By comparing these top-performing organizations against others in the study, Gleanster analysts identified a number of differences in terms of why companies turn to marketing automation technology and what challenges they face along the way.

Eloqua’s IPO Filing Stirs Dialogue Among Analysts, Competitors On Industry Impact


The recent news of Eloqua’s IPO filing brought renewed attention to the marketing automation and revenue performance management. The majority of competitors and industry analysts applauded the move as a milestone event for the category. At the same time, the revealing look inside Eloqua’s business and financial performance, drew industry commentary from competitors.

Experts suggested the move further validates the growing impact of automation solutions, and overall vendor positioning. "Eloqua's recent IPO filing highlights not only the continual growth the marketing automation market is experiencing, but also the commitment of vendors to expand the functionality and services offered,” said Jonathan Block, VP and Service Director of Reputation Management Strategies advisory services at SiriusDecisions, Inc. “The IPO also hopefully signals a new era of greater financial reporting transparency, which can only benefit customers through their due diligence in choosing a marketing automation vendor."

New Gleanster Research Shows RPM Hinges On Analytics & Aligned Approach To Revenue

Gleanster_PhotoWhile BtoB organizations migrate toward the practice of Revenue Performance Management (RPM), the concept is still in its infancy and requires greater sales and marketing alignment to be optimally effective, according to new Gleanster Research.

Although marketing automation technology adopters utilize features like lead scoring, nurturing, and CRM integration, the Gleanster report, found that these tactics fail to address fundamental areas of RPM: connectivity, and dashboards and analytics.

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