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Bear with me as I relate a quick story about lead nurturing: A few months back I became a sales lead. I sent an email to a marketing technology firm, one with whom I was vaguely familiar, about a client campaign for which I thought their technology might be useful…. Read More
Are most B2B companies getting maximum value from their investment in marketing automation? A recent industry survey by Spear Marketing Group suggests: no. As the infographic below illustrates, results from the survey suggest that, while the typical marketing automation user makes full use of some functionality, many more are failing… Read More
Spear Marketing Group has published an informative report detailing results of a survey designed to gauge the maturity of marketing automation deployments within the B2B community. The survey asked marketing operations managers and other B2B marketing executives to rank their current deployment of marketing automation software in 33 separate categories… Read More
I was intrigued to read a recent post by David Raab, a leading analyst in the marketing automation space, on his blog, “Customer Experience Matrix,” in which he writes about the role that agencies play in the sale and management of marketing automation systems (bold emphasis mine): “It seems that… Read More
I just returned from a few days at Dreamforce in San Francisco, the annual circus-slash-conference hosted by CRM leader Salesforce.com, and was struck by the wave of technologies on display that centered on analytics. Highlighted by the launch of Salesforce’s own analytics cloud, the current trend in marketing technology is… Read More
Sungard® Availability Services™ (Sungard AS) in Wayne, Pennsylvania is a global leader in disaster recovery, business continuity, and managed IT services. Sungard AS runs a highly successful demand generation program, an integrated mix of both online and offline campaigns, to generate a consistent flow of leads to the company’s sales… Read More
For those of us who work in and around the technology every day, it can seem like marketing automation is already pervasive. Industry data tells us something different. Analyst David Raab reports that for companies under $5 Million in revenue, marketing automation penetration is a miserly 5 percent. Even at… Read More