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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…
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…
Re: Close the Gaps to Close More Sales with Marketing Automation
Sharon Drew Morgan recently wrote an article for Marketing Automation Software Guide outlining several gaps with marketing automation that are holding organizations back from realizing the full benefit of these systems. You can read the full article here. Building off of her points I’d like to add some further comments on the complexity of mapping…
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. 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…
Toronto Eloqua Success Tour Wrap-up
[image_video type=”image” title=”Communitech P2P 1″ style=”curved_shadow” image_url=”http://www.revenue-engineer.com/images/blog/Eloqua_Success_Tour_1.JPG”] All About Revenue Success Tour Thursday was a great day. In addition to perfect weather, Eloqua was hosting their 4th Toronto All About Revenue Success Tour. Located on the 18th floor rooftop of the Park Hyatt in downtown, thirty marketers from south-western Ontario gathered to compare notes on…
Communitech Strategic Marketing P2P
Building a Revenue Engine – Revenue Engineer [image_video type=”image” title=”Communitech P2P 1″ style=”curved_shadow” image_url=”http://www.revenue-engineer.com/images/blog/CommunitechP2P1.JPG”] [image_video type=”image” title=”Communitech P2P 1″ style=”curved_shadow” image_url=”http://www.revenue-engineer.com/images/blog/CommunitechP2P2.JPG”] [image_video type=”image” title=”Communitech P2P 1″ style=”curved_shadow” image_url=”http://www.revenue-engineer.com/images/blog/CommunitechP2P3.JPG”] This morning I had the pleasure of speaking to a group of technology marketers in Kitchener/Waterloo. This Strategic Marketing Peer2Peer session was put on by Communitech…
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…
Salesforce.com to become an SCRM and Marketing Automation vendor?
The News By now you’ve heard the news: Salesforce.com has acquired Radian6. According to the press release the plan is to “enhance all Salesforce products – extending the value of the Sales Cloud, Service Cloud, Chatter and Force.com with social intelligence”. This means your contact database can now include data and updates from contacts social…