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Tips

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…

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…

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…

Focus

The Secret to a Successful Marketing Automation Implementation: Focus

I recently read a great planning document that clearly outlined 32 steps to successfully rolling out a marketing automation system.  It spread tasks such as ‘document customer profiles’, ‘integrate with CRM’, and ‘build lead scoring’ over a one year period which creates a great road-map to a complete marketing platform.  It seemed pretty simple.  This…