The Marketing Leap

Revenue Operations – How to Make Revenue Part of Your Culture [video]

I was recently invited to speak at The Marketing Leap conference in Kitchener, Ontario.  The event was hosted by the Team at Funnel Cake who provide analytics for revenue-obsessed marketers.  No surprise, I gave a talk on Revenue Operations and how to make revenue part of your organization’s culture. Revenue Operations is a new operational…

    Influencing Buyer Decisions Using Video

    Influencing Buyer Decisions Running Demand Generation at a company that offers the leading Video Marketing Platform means I have to include video as a major component of almost every campaign we run (we gotta eat our own dog-food!).  But when it comes down to it my responsibility is all about influencing buyer decisions to drive…

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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

    Fluff in marketing content is dead – or at least it should be.  This article serves as a reminder (and hopefully an example) of this.  Get to your point quickly to be more effective. Recent Events Several recent events have reminded me that short marketing content is not being used as often as it should…

    Vidyard Interview Splash

    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. And I’ve spent some time with Vidyard’s Jennifer Pepper talking about…

    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…

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    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…

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    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.  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.  I encourage you to share your…

    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…

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    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…

    Drip

    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…

    Fail

    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

    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…

    Tim Thomas Stanley Cup

    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…

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    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.  Specifically, I’ve witnessed a lot of organizations build a marketing automation system before they have a business process to automate.  Below is my take…

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    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.  My days are not spent reading textbooks, drowning myself in the latest news and industry trends, or preaching best practices…at least not…

    Bogo Sale

    The Problem with BOGO

    If you’re looking for hard-hitting, quality content you should check out some other Revenue Engineer posts.  This post is 95.2% insignificant rant! One of my biggest marketing pet -peeves is the term ‘BOGO’. Buy One, Get One. BOGO has been around for a long time but for some reason it has made a big comeback…