Tag

Marketing Automation

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…

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…

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…

School Chalkboard

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…

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…

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…

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…

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…

Mountain Climbing

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…