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Though it predates what we think of today as “content marketing,” content syndication is still a cornerstone of many B2B companies’ demand generation strategies. Like other inbound marketing programs – search, social media, and the like – content syndication is one more way to increase the chances that a qualified… Read More
Over at the IDC Technology Marketing Blog, analyst Sam Melnick posted an article recently with the intriguing title: “Are Ad Agencies Keeping Pace with the Marketing’s (sic) Massive Digital Uptake? (Hint: Maybe Not)” Melnick posits his question largely on the basis of IDC research that shows the rate of growth… Read More
Over at marketing automation firm Marketo, CEO Phil Fernandez just wrote a full-throated rant against the evils of unsolicited email and purchased email lists used indiscriminately: “How does anyone think that these are sensible emails to send to the CEO of a fast-growing public company? Do they really think that… Read More
Paul Albright boasts a 30-year track record of success in Silicon Valley, including executive roles at companies such as Marketo, SuccessFactors, NetApp, and Informatica. As co-founder and CEO of Captora, Paul is now channeling his expertise into a new generation of marketing technology that captures and converts new buyers across… Read More
SiriusDecisions wrote an insightful article last week about the acquisition by Marketo of Insightera (a Web personalization platform), and included was the following projection: “By 2015, we expect to see 71 percent of b-to-b organizations’ new inquiries coming via the corporate Web site.” The point being made by the article’s… Read More
The impact that Oracle’s acquisition of Eloqua will have on that company’s ability to compete effectively in the marketing automation space is fodder for debate. What is more clear, based on the Webcast invitation I received this week (below), is that it hasn’t done much for Eloqua’s own email marketing…. Read More
A client asks: “I notice that you’re recommending we gate our offer content behind landing pages as part of the lead nurturing campaign. Why is that necessary when we already know who these people are? Aren’t we just making it more difficult for people to respond?” As I discussed in… Read More