Marketo

Push vs. Pull Marketing: In B-to-B, You Need Both
April 5, 2013

The other day, a marketing colleague told me she was feeling under pressure to move all her efforts to inbound, or "pull," marketing. "Outbound is bad," she said. What? Well, I guess her feeling is understandable. Inbound marketing is all the rage today. Hubspot promotes it. Marketo promotes it. Seth Godin promotes it. With the new popularity of pull marketing, B-to-B marketers may be under the mistaken impression that push marketing is dead—or should be. How wrong they are. And here's why

The Dynamic Duo
January 1, 2013

All the buzz today is about social media, but keep in mind email is a productive channel that provides a high ROI. Let's start with research from the DMA in late 2011: Email is the channel that produces the highest ROI. For every dollar a marketer invests in this highly profitable channel, the ROI in 2012 is $39.40. It makes sense to leverage email and social initiatives to drive business for your company. Let's address some ways you can do this.

Where Marketing Automation is Heading: SiriusDecisions Weighs In
October 31, 2012

As we talked to marketing automation experts to prepare our recent white paper "52 Secrets to Marketing Automation Success," we saw an outpouring of fascinating predictions and analyses of the industry. Some discussions were simply too good not to share in full. Case in point, Jonathan Block and Jay Famico of SiriusDecisions prepared an extensive amount of research, all very enlightening about the future of the industry. When asked to provide their predictions on what will impact Marketing Automation in the next twelve months, Jonathan and Jay offered the following landscape evaluation

Top 10 Blunders of Lead Generation Marketers
October 24, 2012

Lead generation and nurturing are the primary goals of many marketing departments, and the modern Web offers more ways to generate those leads than ever before. Yet, there are countless ways for a lead-generation program to go wrong. Here are 10 blunders that waste marketing time, money and leads.

The Thorny Question of Marketing Attribution: Does It Apply to B-to-B?
August 27, 2012

Have you noticed how marketers are focusing on attribution these days? "Which media channel is really driving the sale?" they ask. "What touch sequence is most productive?" "Where should we assign credit?" There is much confusion and gnashing of teeth on this subject. But I say in B-to-B these are the junior questions, and just building blocks to the bigger issues.