Posts Tagged ‘Marketing Automation’

A Busy January

Tuesday, January 17th, 2012

Is it still OK to say "Happy New Year" when it is already January 17th?  Since this is my first blog post of the year, I'm going to assume that it is still within the bounds of proper etiquette.  So:

Happy New Year!

It is hard to believe we are already seventeen days into 2012.  But, this is what happens when you and your team are heads down working on new and exciting things.  The most important thing we are working on is the next release of our platform.  Manticore Winter 2012 is slated for full availability in mid-February.  It is a major redesign of our product and brings to bear our six-plus years of marketing automation experience and detailed feedback from our customers and prospects.  We've designed Winter 2012 to seamlessly mesh with mid-sized companies marketing operations processes while simplifying the most common marketing activities.  We're receiving excellent reviews from those who have seen it.  If you'd like a quick preview, please contact us.

We're also participating in a couple of industry events this month.  Last week, I was honored to be the weekly guest on the Sales Lead Management Association's weekly SLMA Radio show.  Host Will Crist and I discussed a number of topics, including key prerequisites to implementing marketing automation and the role of content in demand generation and lead nurturing.  If you missed the broadcast, you can listen to it here.

Finally, the end of the month will bring our participation as a sponsor (and me as a speaker) at the 2nd Annual Content Marketing Retreat put on by the Langley Center for New Media.  Held January 26th and 27th in Langley, Washington (on Whidbey Island just north of Seattle), the retreat will allow creative marketers to learn about the latest strategies for designing, developing and executing content marketing programs.  We are very pleased to be participating in this event and encourage all of you to consider attending.  And please contact us for a code to get 20% off the registration fee!

I hope that the year has started off as productively busy for you as it has for us.  We're excited about what the New Year has in store.  Here's hoping that you all have a happy and prosperous 2012!

Share
Jeff Erramouspe

Tags: , , ,
Posted in B2B Marketing, Content Marketing, Lead Nurturing, Marketing Automation, Marketing Automation Software | No Comments

New DemandGen Report Survey Reveals Tips for Using Content to Connect with Buyers

Tuesday, August 30th, 2011

In today’s technology-driven society, conversations with buyers rarely happen face-to-face or even over the phone.  In fact, SiriusDecisions reports that the average b2b buyer is 70% of the way through their buying process before ever speaking to a sales rep. To connect effectively with modern buyers, it is essential that marketers deliver content digitally that speaks directly to the needs of the buyer.

Therefore, content has emerged as a key ingredient to digital marketing. However, it is also one of the most challenging areas for b2b marketers.

To get a closer look at this challenge, we teamed up with DemandGen Report to poll the marketing automation user community on the role of content in demand generation and overall marketing strategy. The survey found a growing interest in measuring the impact of specific content pieces on various phases of the sales funnel, with 31% of respondents indicating they currently measure and attribute the impact of specific content; and 59% indicating and interest in tools that can help measure the impact.

In this DemandGen Report: Blueprint for Using Content to Connect with Buyers, marketing automation power users and industry experts share lessons and best practices for building a content roadmap that connects with buyers and helps them move through the stages of the buying process. Download now to receive a step-by-step guide on how to:

  1. Conduct an audit of existing content and identify gaps
  2. Repurpose existing web or sales material into educational nurturing content
  3. Develop buyer personas
  4. Map content to buyer needs and stages
  5. Measure the success of your content and its contribution to your bottom line

 

 

 

If you’re a b2b marketer tasked with building a lead nurturing programs and content roadmaps, this DemandGen Report is a “must-read”.

 

Share
Jeff Erramouspe

Tags: , ,
Posted in Content Marketing, Lead Nurturing, Marketing Automation | No Comments

The Marketing Automation Institute Addresses Marketing Skills Gap

Friday, July 22nd, 2011

One of the biggest obstacles many organizations face when trying to effectively implement a marketing automation platform is filling the marketing skills gap necessary for success. The technology is such a small piece of it.

Marketers have historically been right brain creatives. However, to properly implement process and use marketing automation effectively, marketers must learn to use the left side of the brain. Before you can implement marketing automation successfully, you have to have a lead-to-close process worth automating and the skills – such as program management, copy writing, content development, creative development and data analysis – needed to continually executive campaigns.

Our responsibility as a vendor does not end with selling customers a platform and providing them with technical support, it’s also to provide marketers with the training and resources necessary for continued success, which is why  we are proud to one of the charter Vendor Council members of a new association dedicated to helping marketing automation users acquire the skills and education needed to maximize our technology – the Marketing Automation Institute.

The Marketing Automation Institute (MAI) officially launched on Monday as a new certification body and community for the industry. In collaboration with industry thought leaders and marketing automation vendors, the MAI is focused on providing educational training opportunities that help both BtoB and BtoC marketing professionals develop the skills needed to succeed in today’s ever-changing, increasingly buyer-focused market.

The community brings together an Executive Council and a Vendor Council, which will serve to both consult and provide direction for the MAI. The Executive Council consists of Jay Hidalgo (The Annuitas Group); Trish Bertuzzi (The Bridge Group); Craig Rosenberg (Focus); Larissa DeCarlo (Marketing Operations Works); Steve Gershik (28 Marketing); David Lewis (DemandGen International); and David Raab (Raab Associates).

Beginning in the Fall 2011, the MAI will offer Certified Marketing Automation Professional (CMAP) classes that focus on the most critical areas of the marketing automation industry. Initial classes will include: Marketing Automation Foundations; Lead Management Process Development; The Fundamentals of Marketing Operations; and Marketing Performance, Measurement & Benchmarking. Other classes will be offered as well and are in development.  Insiders agree that the new community, and nurturing the critical need for education, is a step forward in fostering a greater industry dialogue to enhance market education, technology usage and adoption.

Visit the Marketing Automation Institute website to learn more about it. For a limited time, the MAI is offering annual memberships at a discounted rate. Use the Manticore promo code MAN005 to become a member of MAI for only $199!

Share
Jeff Erramouspe

Tags: ,
Posted in B2B Marketing, Marketing Automation | No Comments
« Older Entries