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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…
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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…
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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…
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Fluff in marketing content is dead – or at least it should be. This article serves as a reminder (and hopefully an example) of this. …
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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…
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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. …
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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. …
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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…
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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…
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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…
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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…
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…
Lead Scoring 202: Advanced Lead Scoring Features
Summary If yore using a flexible marketing automation system there are many ‘enhancements’ you can be build into your lead scoring programs. The list is growing all the time but I thought I’d list some of the popular advanced lead scoring enhancements I’ve built in the past. Program Feeders Traditionally there have been two methods…
Lead Scoring 201: Using Multiple Lead Scoring Programs
Summary The concept of lead scoring is fairly simple – give a contact points for how well they match up with profile attributes of your buyer personas and how engaged they are with you (determined by website visit, email engagement, requests for info, etc.). However, right out of the gate most organizations run into a…
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 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…
Lead Scoring 102: Select Lists
There’s been a lot of focus on lead scoring recently, especially in the Eloqua community. Historically, Eloqua has offered one of the most powerful lead scoring models, which is built on the Program Builder engine. Program Builder doesn’t score high on the user-friendly scale which has pushed Eloqua to launch an entirely new lead scoring…
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…
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…
Announcement: Revenue Engineer goes Agency!
Over the past few years it’s become apparent that one of the major causes of failed marketing automation platforms is the lack of internal resources and focus to build the basic system infrastructure. I’ve watched many companies waste money on systems they don’t support, which then limits the efficiency of their marketing team and the…