Joe Gelata

Joe helps clients achieve maximum output from their revenue engine by leveraging best practice business processes and technology such as marketing automation, CRM, and analytics platforms. With experience in sales and marketing from an agency and client perspective Joe is well positioned to build new and streamline existing business processes, automate them, and identify further opportunities for revenue growth.

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. You can view the video of the presentation below.

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…

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…

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…

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…

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.  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…