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The Marketing Leap

How to Make Revenue Part of Your Culture

On February 29, 2016 I spoke at the #MarketingLeap conference put on by FunnelCake. I was able to share my experience building a Revenue Operations team at Vidyard and highlight why you need one, when to build it, and how to get executive buy-in. ivermectin for sale tractor supply You can view the video of…

Influencing Buyer Decisions Using Video

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The Truth About Email Testing

Everyone and their brother/sister are now singing the praises of A/B and multivariate email testing.  But as a marketer I like to differentiate myself so I’ll play devil’s advocate.  This post challenges these email testing methods to see how accurate they really are.  The results are a little scary. Background After almost a decade in…

Short Grass, Short Marketing Content

Marketing Content: Short and Sweet Wins the Race

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Marketing Automation and Video

It’s been a while since I’ve posted – and for several good reasons: It’s summer! The Demand Generation agency I’m with, Verticurl, was successfully acquired by Ogilvy/WPP! A few other big things are in the works but I’ll hold the announcements until future posts. noromectin sheep drench And I’ve spent some time with Vidyard’s Jennifer…

Grand Central Station

Eloqua Contact Routing Made Easy

Summary One particularly painful challenge that Eloqua users often face is contact routing between programs.  Eloqua is extremely flexible and built to manage routing effectively.  However, new users often don’t understand the full depth of flexibility causing this piece of the puzzle to be overlooked early in a deployment.  Unknown to Eloqua Admins the problem…

Campaign Creation Template

I lead an extremely unstructured life.  Chauffer to two busy kids, husband to my wonderful wife, conference calls at all hours of the day and night (perks of working for a truly global company), frequent travel, and all the side projects you can imagine (including the never-ending basement reno!).  No two days are ever the…

And the Markie goes to…

Over the years I’ve been involved in several projects that have been nominated for Markie Awards.  This year was no exception with my client, FIS Global, being nominated for two Markies; Best Lead Nurturing Program and Best Lead Scoring Program.  Double nominations are rare and a huge accomplishment for the FIS team! Overall, 11 Verticurl…

School Chalkboard

Lead Scoring University

Lead Scoring has long an important piece of demand generation and will likely continue to grow in complexity and value. india covid ivermectin   I’ve compiled some of my experiences in the posts listed below.  I hope you enjoy and it helps you find fast and more value from your lead scoring efforts. ivermectin dose…

School Chalkboard

Lead Scoring 301: Webinar and Video Lead Scoring

Summary Traditional lead scoring allows us to score on profile data from within our marketing automation system and even from outside platforms such as CRM and data-warehouses.  We can also score based on engagement data stored in our marketing automaton system such as e-mail clicks, website visits, and form submits.  However, this misses one important…

Eloqua Experience 2012

Eloqua Experience 2012 Pre-Game Show

Overview Eloqua Experience 2012 North America is almost upon us!  This year Eloqua’s annual user conference promises to be bigger than ever.  Although previous events have taken place in San Francisco, Eloqua has moved it to Orlando this year to accommodate their rapidly growing client base which is no longer west coast centric (or at…

Gangnam Style Content

Content is king and the fuel for your revenue engine.  Unfortunately, it’s also one of the hardest pieces to master.  Content marketing is a rapidly expanding discipline with a growing array of options to help you pump out better content faster. Hubspot has long stood as one of the leading content super-producers in the marketing arena.  They always seem…

Riding the wave

Riding the Marketing Automation Wave

Eloqua Product Manager, Egan Cheung, recently posted a great chart on the ‘It’s All About Revenue’ blog highlighting the growth of Eloqua and Marketing Automation skills among top managers.  It’s unclear whether this growth is caused by the promotion of people with Eloqua skills to management positions or simply the expansion of the Eloqua customer…

Taking the ‘Lead’ out of #LeadNurturing

Several people have recently asked me when the best time to nurture a lead is.  My answer is “all the time”.  If you have access to a system capable of automating the process why not leverage it as much as possible!  In fact, the term ‘Lead Nurturing’ may no longer be accurate since we are…

Scores

Why Lead Scoring is a Terrible Idea

Summary One of the most commonly pitched features of Marketing Automation is lead scoring.  This gives MA users the ability to score the quality of a leads explicit profile information (job title, industry, revenue…) and implicit engagement activity (website visits, event registrations, email click-throughs…) allowing your sales team to prioritize leads and focus their efforts…

Why Marketing Automation Can Fail and How to Ensure it Doesn’t

Summary This article examines some common causes of failed marketing automation implementations and presents solutions to help mitigate these risks. The Problem Over the past few years I’ve read many articles about the high rate of marketing automation failure.  I’ve also witnessed some failures first hand.  Failure can come in the form of low ROI…

Marketing Automation Mind Map

Inside the Mind of Marketing Automation [Infographic]

This Revenue Engineer article features guest writer Richard Hill, a Practice Leader at Quarry Integrated Communications. As resident marketing automation advocate, Richard is responsible for helping Quarry’s clients succeed in adopting and mastering this new breed of game changing technology. Quarry is a Certified Agency Partner with Eloqua. You’re a marketing automation advocate. You’re passionate…

Lead vs. Lead: Point of Interest vs. Point of Contact

B2B companies all experience similar problems when implementing lead management processes and technologies.  However, few problems are as universal as how they define a lead.  I don’t mean the definition of a qualified lead that marketing and sales agree on.  I’m referring to what a lead is at its core.  Is it a person or…

Marketing Lessons from the Stanley Cup Playoffs

The NHL playoffs are over and the Stanley Cup has been awarded to the best team.  As a Canucks fan this is a hard pill for me to swallow but it’s not the first time I’ve experienced disappointment.  In situations like these I like to take a lesson or two away to offset the damage…

Marketing Automation: Privilege and Process

This post highlights my experience with the start of the marketing automation market, my view on one cause of marketing automation failure, and my advice on how to avoid this pitfall. tippmix radar apk   Specifically, I’ve witnessed a lot of organizations build a marketing automation system before they have a business process to automate. …

Three Stages of the New Revenue Funnel

History The traditional revenue engine is growing. It started with a sales stage. Then a demand generation stage was stacked on top. Now another stage is appearing: social. With the advent of new technology these 3 stages are being integrated into a single, predictable process. Starting from the bottom up… Stage 3: Sales This stage…

Revenue Engineer Blog

7 Things You Will Ask About The Revenue Engineer Blog

What are you? Let’s start with what I’m not.  I’m not a best practice consultant, I don’t claim to be an industry expert, and I don’t have the patience to be an academic. giving dog ivermectin at home   My days are not spent reading textbooks, drowning myself in the latest news and industry trends,…

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Talk To Strangers & Random Video Chat

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