Our agency TopRank Marketing has been working with Marketo providing SEO, content and blog marketing consulting services for about 2 years. I finally had the opportunity to meet Marketing VP Jon Miller in person today prior to his presentation at Online Marketing Summit: Marketo’s Secret Sauce for Demand Generation.

Marketo is one of the fastest growing software companies in the U.S. and this session is a case study for how Marketo has achieved that rate of growth.

Marketo launched their main product about 2 years ago. In 2 years, they’ve signed up 400 customers at a value of about $30,000 per year in recurring revenue. The current run rate is over $12 million which is pretty impressive for a 3 year old company.

Marketo revenue cycle benchmarks show that Marketo spends about 50% more than comparable companies on Marketing but less on sales. Their customer acquisition cost are much less than other software companies. Marketo has a very efficient marketing and sales effort. How is that so? They use their own product and have made smart investments in their marketing efforts.

Rather than a sales cycle, Marketo focuses on the revenue cycle that starts from awareness to becoming a customer.

Awareness > All Names > Engaged > Prospect Qualified > Lead > Sales Lead > Opportunity > Customer

Marketo keeps their landing page forms very simple. They then actual manually check the company web site and decides if that inquiry is a worthwhile prospect. Since they’re marketing automation company, adding a manual process may seem contradictory but such activity helps sales people evaluate companies a lot more effectively.  Contacts are then nurtured and scored. If they score above a certain level, they become a “lead”.

Awareness – Investments in awareness and brand have paid off in a very big way for Marketo. They’v found it to be very effective to focus on content and thought leadership through tips, best practices and ideas that are available without registering.

Marketo’s blog is their single most effective marketing tactic. They’ve actually diverted marketing investment away from other activities and focused instead on blogging.   Woot! TopRank gets a shoutout as Marketo’s SEO agency.

PPC is the top converting tactic and their best leads are coming in from inbound: search and word of mouth. Once a prospect is generated, sales follow-ups are personalized and very soft touch.

What is Lead Nurturing? The art of maintaining permission to stay in front of your buyers as they educate themselves. The key to lead nurturing is relevance.

Types of Lead Nurturing: Stay in touch, Incomin lead processing, Accelerators, Lead lifecycle.  If you get a new prospect, about 1/4 are sales ready. Putting lead nurturing in place resulted in 50% more qualified sales leads at 33% of the cost.

Content mapping . Make sure content is relevant to where buyers are in the buying cycle. Think big, start small and move quickly. It doesn’t have to be your content either. You can package other content with your observations surrounding it.

Companies with sales people that spend the time to qualify leads ultimately generate more revenue.

Lead scoring rules focus on behaviors: Latent and Active. Latent means people engaging with content. Active means showing interest intent such as Googling Marketo’s brand name as well as downloading reviews, visit web site 2x in one week.

There’s a certain threshold that’s met to initiate follow up. There’s a huge drop off for leads that are not responded to with 5 minutes or less.

Inbound leads are segmented: target companies, enterprise companies, other. Also segmented by latent or active. Response time is based upon meeting scoring criteria.  Inbound calls, contact us forms, and qualified free trial requests get “Active” follow up. ie speedy follow up.

At the end of the 21 day lead nurturing period, a final email is sent giving options for recipient to self score themselves in terms of interest in Marketo.

No lead left behind: There’s an automated process that reminds sales teams to follow up. This dropped unresponded leads from 33% to 5%.

Lessons learned:  Focus on the entire revenue cycle, not just generating new leads. Do not understimate the value of creating content! Build trust and reduce risk vie thought leadership and social media. Leverage analytics.

You can learn more about Marketo on their blog and on Twitter .

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© Online Marketing Blog , 2010. | OMS10 B2B Marketing Case Study: Marketo | No comment | http://www.toprankblog.com

Cedric Chambaz, marketing manager search and SMB at Microsoft Advertising  - and a speaker at our Online Business Communities seminar on March 3rd on his admiration for Intel and his hatred of Marmite

Cedric Chambaz, marketing manager search and SMB at Microsoft Advertising  - and a speaker at our Online Business Communities seminar on March 3rd on his admiration for Intel and his hatred of Marmite

Question: With Google unveiling its Nexus One and Nokia and Samsun also preparing handsets to rival Apple’s iPhone, will 2010 be a tipping point for B2B marketers’ use of the mobile channel?

Question: With Google unveiling its Nexus One and Nokia and Samsun also preparing handsets to rival Apple’s iPhone, will 2010 be a tipping point for B2B marketers’ use of the mobile channel?

Being sensitive to customer behaviour and needs is just as important online as it is in the physical world, says Darren Guarnaccia, VP of product marketing, Sitecore

A little planning goes a long way if you want to make the most of the social media landscape, says Gifford Morley-Fletcher, director of strategy and inbound marketing at Base One 

A little planning goes a long way if you want to make the most of the social media landscape, says Gifford Morley-Fletcher, director of strategy and inbound marketing at Base One 

Stuart Wheldon, client services director, Eloqua on the critical questions B2B marketers need to ask before embarking on a lead scoring programme

Stuart Wheldon, client services director, Eloqua on the critical questions B2B marketers need to ask before embarking on a lead scoring programme

Paul Hatcher, web development director at Base One, wonders if B2B marketers get too caught up in the glamour of social media and forget their audiences

Paul Hatcher, web development director at Base One, wonders if B2B marketers get too caught up in the glamour of social media and forget their audiences

Jim Pennypacker, president and CEO at Dance Communications, presents a simple model for understanding how to improve your thought leadership marketing capability

Jim Pennypacker, president and CEO at Dance Communications, presents a simple model for understanding how to improve your thought leadership marketing capability

Marketing automation is a term increasingly bandied about by marketing technology vendors; but is it something that more B2B practitioners should be taking notice of? Claire Weekes reports

Marketing automation is a term increasingly bandied about by marketing technology vendors; but is it something that more B2B practitioners should be taking notice of? Claire Weekes reports

Reviewed by Paul Godwin, planning director, Positive ThinkingPublished by John Wiley Sons

Reviewed by Paul Godwin, planning director, Positive ThinkingPublished by John Wiley Sons

Emerging technologies and communication channels have led to a sometimes confusing raft of new marketing roles and titles. Lucy Reiter reports

Scot McKee, MD at Birddog gets down with digital and causes a ruckus as he says traditional B2B communications are dead

Scot McKee, MD at Birddog gets down with digital and causes a ruckus as he says traditional B2B communications are dead

As more and more B2B marketers grapple with online lead generation, Alex Blyth uncovers the best techniques to get that campaign started

As more and more B2B marketers grapple with online lead generation, Alex Blyth uncovers the best techniques to get that campaign started

Max Firth, client director for PH Group, explains why tailoring your approach to pre-screened data can lead to optimal success

Max Firth, client director for PH Group, explains why tailoring your approach to pre-screened data can lead to optimal success

Claire Macland, senior EMEA marketing director at Juniper Networks, took on a major rebrand in just six months during this latest recession – and the brand emerged stronger. Lucy Fisher reports

Claire Macland, senior EMEA marketing director at Juniper Networks, took on a major rebrand in just six months during this latest recession – and the brand emerged stronger. Lucy Fisher reports

The growth of social media has provided B2B marketers with a range of new tools and platforms for market research, according to research from Forrester. Lucy Fisher reports

The growth of social media has provided B2B marketers with a range of new tools and platforms for market research, according to research from Forrester. Lucy Fisher reports

Marketing technology is fast becoming every marketer’s best friend, with prospects for its future looking rosy, finds Anna Goldie. But how can businesses make the most of it?

Marketing technology is fast becoming every marketer’s best friend, with prospects for its future looking rosy, finds Anna Goldie. But how can businesses make the most of it?

Customer testimonials form the basis of Citrix Online’s new TV campaign for its GoToMeeting product. Maxine-Laurie Marshall reports

Customer testimonials form the basis of Citrix Online’s new TV campaign for its GoToMeeting product. Maxine-Laurie Marshall reports

It’s easier to hand out medicine than to take it and consulting firms are no exceptions to the rule says Source Information Services’ Fiona Czerniawska.

It’s easier to hand out medicine than to take it and consulting firms are no exceptions to the rule says Source Information Services’ Fiona Czerniawska.

div xmlns=”http://www.w3.org/1999/xhtml”pa href=”http://blog.marketo.com/.a/6a00d83451b45369e20128768c64d1970c-pi” style=”float: right;”img alt=”Checklist” border=”0″ class=”asset asset-image at-xid-6a00d83451b45369e20128768c64d1970c ” src=”http://blog.marketo.com/.a/6a00d83451b45369e20128768c64d1970c-320pi” style=”margin: 0px 0px 5px 5px;” title=”Checklist”/img/a While a href=”http://www.marketo.com”marketing automation/a may allow your a href=”http://www.marketo.com/dg2-lead-nurturing”lead nurturing/a campaigns to be delivered to the right person at the right time and hot leads to pass to sales at the moment they are researching your product, that does not mean that your marketing programs do not need maintenance. By following this quick checklist, you will make sure your marketing automation campaigns continue to help leads move through your pipeline and keep your sales team happy. /p pstrongEvery week/strong/p ul liLook for big changes in PPC, SEO, or email campaign results that may indicate a form or link may be broken /li liReview leads to make sure sales has followed up quickly and appropriately /li liReview leads that did not get passed to sales ensuring all good leads were passed and none were overlooked /li /ul pstrongEvery Month/strong/p ul liTest something new each month to improve your landing pages and emails /li liImplement what’s learned from testing into other campaigns to improve campaign performance /li liAdd any new thought leadership to your nurturing campaigns /li liSchedule any new reports that may be useful to sales or management to be delivered to them automatically /li /ul pstrongEvery Quarter/strong/p ul liUpdate your nurturing campaigns with fresh, relevant content /li liMeet with your sales team to discuss lead scoring optimizations /li liUpdate the campaign calendar to ensure you will have new emails, landing pages, and content for the next quarter /li liLook for ways to do more segmentation and personalization in current campaigns to improve results /li liReview new features of your marketing automation system that may have been released during the previous quarter /li /ul pBy running through this simple checklist, you will make be sure to get the most out of your marketing automation tool while also keeping your management and sales teams happy. strongbr/strong/p/divdiv class=”feedflare” a href=”http://feeds.feedburner.com/~ff/modernb2bmarketing?a=TpZhzYwNQuo:nvbitjKkTtA:IZZ1qzr7sQ0″img src=”http://feeds.feedburner.com/~ff/modernb2bmarketing?d=IZZ1qzr7sQ0″ border=”0″/img/a a href=”http://feeds.feedburner.com/~ff/modernb2bmarketing?a=TpZhzYwNQuo:nvbitjKkTtA:bcOpcFrp8Mo”img src=”http://feeds.feedburner.com/~ff/modernb2bmarketing?d=bcOpcFrp8Mo” border=”0″/img/a /divimg src=”http://feeds.feedburner.com/~r/modernb2bmarketing/~4/TpZhzYwNQuo” height=”1″ width=”1″/

div xmlns=”http://www.w3.org/1999/xhtml”pa href=”http://blog.marketo.com/.a/6a00d83451b45369e20120a78ac639970b-pi” style=”FLOAT: right”img alt=”Bill Odell” border=”0″ class=”asset asset-image at-xid-6a00d83451b45369e20120a78ac639970b ” src=”http://blog.marketo.com/.a/6a00d83451b45369e20120a78ac639970b-800wi” style=”MARGIN: 0px 0px 5px 5px” title=”Bill Odell”/img/a This next a href=”http://blog.marketo.com/blog/thought_leader_interviews/”B2B Marketing Thought Leader Interview/a is with Bill Odell, vice president of marketing at a href=”http://www.helpstream.com/”Helpstream/a, a Social CRM solutions company.  Bill is responsible for the company’s overall marketing and go-to-market strategies and oversees all product marketing, partner marketing and corporate marketing activities.  Bill has 20 years of experience leading marketing for several innovative, category creating technology companies, including Sun Microsystems, Cisco, Compression Labs – the developer of DirectTV – and Interlace Systems./p pstrongWhat is social CRM?/strong/p pThere are many definitions floating around to describe Social CRM, but the one I like the best is one provided by Paul Greenberg, author of emCRM at the Speed of Light/em and arguably the most highly regarded expert on CRM. Paul describes Social CRM as “what we do when the customer controls the conversation.” Many companies today are realizing that the era of command and control, where companies dictate how they want to engage customers, has changed due to the rapid adoption of social software such as Facebook ,Twitter and YouTube. Just think about how one musician drew the attention of every major news network when he posted a homemade music video on YouTube – with 5 million hits in 48 hours - pointing out how United Airlines refused to compensate him for breaking his guitar. Today customers have a much larger say in how they want to engage with vendors and in fact, research has shown that they would prefer to engage socially, with a network of their peers, supported by the vendor. Social CRM enables that type of relationship./p pstrongWhy is this relevant to marketers?/strong/p pThere is so much hype today regarding social media for marketing that it’s hard to make sense with all the noise. I attend conferences with marketing professionals that are packed with people trying to understand what to do with social media. I spoke with one marketing person recently who came back from such a conference and complained that she had only become more confused and was searching for something to help her strong“make sense of the chaos.” /strongSocial CRM helps marketers leverage the power of social media by integrating it with existing marketing processes and systems such as CRM platforms and a href=”http://www.marketo.com/”Marketing Automation/a platforms. The power of this approach makes it easier for marketers to manage and monitor the effectiveness of social media marketing campaigns and understand what’s working and why./p pstrongSocial CRM is so cutting edge. How did you get involved in this area of marketing?/strong/p pActually, I became aware of Social CRM when I had a problem with my iTunes software. I shared my issue with a friend who pointed me to Apple’s customer forum where I could ask for help from other Apple customers. It turned out I got my answer in less than 10 minutes, complete with step-by-step instructions from another Apple customer who had the same problem. After years of trying to shift through company web sites searching for documentation or waiting on hold for some tech support person in India or the Philippines who may or may not know how to solve my problem, I now first look for help from a company’s customer community. So I guess I would say I became a believer by realizing the power of Social CRM first hand. With the ability to leverage Social CRM beyond customer service and into a href=”http://www.marketo.com/b2b-marketing-resources/sales-marketing-alignment.php”marketing and sales/a, I see an enormous potential in the market. /p pstrongI know Helpstream lets community members vote on ideas they have about a product or service. Why is this voting important and is there a benefit here for marketers?/strong/p pVoting is fantastic example of the power of Social CRM. As a former product manager, I know how difficult and time consuming it is to capture and assimilate customer input on new products and new product features. Often product managers are left with sifting through some long list of customer requests for enhancements and maybe vetting these with a few customers before locking down an MRD or PRD. With Idea Sharing or Voting, it’s very easy and very fast to get ideas for new products from customers and have the customer community vote on those product ideas. There are companies that routinely use this feature of Social CRM to develop new products that are much more aligned with customer needs. /p pstrongRecently I have seen some debate about whether social media is the responsibility of the marketing team or the customer support team. What do you think?/strong/p pYes, the debate about who owns social media has been raging for some time now, in fact the broader debate over who owns the customer relationship has been raging for years. Ironically, I am not sure the rise of social media will force any definitive answers to that question, but I do think that the forward looking companies are asking all functions to figure out how best to leverage social media. Given that social media has given customers more control over their the entire spectrum of their relationships with vendors – from customer service, marketing and to sales – it behooves companies to have a cross functional social media strategy./p pstrongWhat metrics should marketers include when reporting to their C-Suite about the results of a social CRM?/strong/p pFrom a marketing perspective, Social CRM enables marketers to:/p ul liHave a better handle on metrics for their social media investments. /li liLeverage the same reporting systems, their CRM systems and their Marketing Automation systems/li liTrack social media marketing campaigns. For example, with an active customer community in place, supported by a robust Social CRM platform, marketers can track the activity of prospects and customers in the community and pass this information over for lead scoring by a Marketing Automation system. /li liIn addition, marketers can bring in feeds from public social networks, like Twitter, to their Social CRM system for actionable insights./li /ul pThe C-Suite wants to know how social media marketing investments translate into business, and this is exactly what Social CRM enables marketers to communicate. /p pstrongWhat do you think will be some of the challenges and trends in social CRM for 2010?/strong/p pThere is a lot of noise in the market today around Social CRM. If you do a Google search on Social CRM today, you will get as many hits as you will for Marketing Automation searches. That is a good thing for the industry and it means people are genuinely seeking for more information, and ultimately solutions. One of the challenges for the industry will be making it easier for companies to understand the solutions landscape and how best to think about making investments. I often tell people the question the industry should focus on is “how” not “why.” The days of why Social CRM are largely behind us. It’s time to start educating companies on how to get started./p pstrongBonus Question: Outside of social CRM, what other emerging (or traditional) areas should marketers be focusing their time right now?/strong/p pI think marketing professionals still struggle on communicating the ROI of their marketing spend. While this is not a new issue, the recent economic downturn only exacerbated the need for marketers to do a better job of developing strategies that drive top line revenue. I did a presentation at a seminar earlier this year entitled “Defending Your Spend.” My opening comment was that the days of ‘spray and pray’ marketing spend were dead. Marketers simply have to do a better job articulating and measuring how their spend translates into sales. If we all do a better job on that issue, we will see an increase in marketing budgets and hopefully more successful businesses leads by marketing./p/divdiv class=”feedflare” a href=”http://feeds.feedburner.com/~ff/modernb2bmarketing?a=N75qrzGA_QU:mw1jpb4EFXA:IZZ1qzr7sQ0″img src=”http://feeds.feedburner.com/~ff/modernb2bmarketing?d=IZZ1qzr7sQ0″ border=”0″/img/a a href=”http://feeds.feedburner.com/~ff/modernb2bmarketing?a=N75qrzGA_QU:mw1jpb4EFXA:bcOpcFrp8Mo”img src=”http://feeds.feedburner.com/~ff/modernb2bmarketing?d=bcOpcFrp8Mo” border=”0″/img/a /divimg src=”http://feeds.feedburner.com/~r/modernb2bmarketing/~4/N75qrzGA_QU” height=”1″ width=”1″/

pEarlier this month I left my newborn and poor wife at home for an unforgettable week at a href=”http://www.eloquaexperience.com/” target=”_blank”Eloqua Experience/a in San Francisco. This sold out event brought together some of smartest marketers from all over the world. While there were a few keynote speakers, the conference focused on having the Eloqua community share their experiences so we could all learn from each other.br /br /img style=”DISPLAY: block; FLOAT: none; MARGIN-LEFT: auto; MARGIN-RIGHT: auto” src=”http://adrianduane.smugmug.com/Other/Eloqua/My-Eloqua-Experience/IMG7950/704670916_vqVWP-S.jpg” /br /The main difference this year from last year was that we not only shared our knowledge and insights with each other but with the power of Twitter, we could share these with the rest of the globe. This made the event even more exciting as tweeters could listen to speakers, engage other tweeters, tweet their experiences, and see what others were tweeting about all at the same time! To better understand, how Eloqua pulled this off, see: a href=”http://digitalbodylanguage.blogspot.com/2009/11/social-media-buzz-at-live-event.html” target=”_blank”Social Media Buzz at a Live Event/a. The result was better than Eloqua could ever have expected. The content generated by the event attendees was almost as good as the content from the speakers themselves. Why? Because it’s real. It’s in the moment. What better way to get in the heads of those that attended than by reading their actual thoughts.br /br /a href=”http://lh6.ggpht.com/_lKU6yD-Lo5s/SwDbztpHyvI/AAAAAAAAATU/mAs0IintHT0/s1600-h/EE09_Eloqua_Experience_Twitter%5B6%5D.gif”img title=”EE09_Eloqua_Experience_Twitter” style=”BORDER-TOP-WIDTH: 0px; DISPLAY: inline; BORDER-LEFT-WIDTH: 0px; BORDER-BOTTOM-WIDTH: 0px; MARGIN-LEFT: 0px; MARGIN-RIGHT: 0px; BORDER-RIGHT-WIDTH: 0px” height=”216″ alt=”EE09_Eloqua_Experience_Twitter” src=”http://lh3.ggpht.com/_lKU6yD-Lo5s/SwDbz5Pzx1I/AAAAAAAAATY/C_HX7Dv7WMs/EE09_Eloqua_Experience_Twitter_thumb%5B4%5D.gif?imgmax=800″ width=”254″ align=”left” border=”0″ //aWhile I could write a number of blog posts on my own findings from this event, I decided to let Twitter write the post for me. Of course, I did sift through over 1,000 tweets for trends as well the most memorable tweets. The Eloqua product was much discussed at the event but I’ve excluded those tweets here as this post was focused on learnings for B2B marketers that goes beyond Eloqua. I hope you enjoy it and I encourage you to follow the Tweeters that I mention below. They are some of the best and brightest out there. And if you’re mad that I forgot a important moment or missed a cherished tweet of yours, add a comment at the bottom. /ph3Social Media And B2B Marketingbr //h3pSocial media played such a major factor at this event. This post as an example, was written from the product of social media (Twitter). At Eloqua Experience, there was a focus on helping marketers better understand the different aspects of social media, how to better leverage social media, and why they need to leverage it. One of the memorable moments on Day #1 was at the social media training session when all of students needed to set up a Twitter account (if they didn’t have one) and tweet using the a href=”http://www.search.twitter.com/ee09″#EE09/a hash tag. It actually caused Twitter to block the IP address at the hotel from accessing Twitter for a short period of time due to the amount of new Twitter accounts generated. Those at the event felt proud that they’re collective voice reverberated across the internet – powerful stuff!br /br /a href=”http://www.webinknow.com/” target=”_blank”David Meerman Scott/a was a fantastic speaker and adding all the golden nugget tweets from his presentation wouldn’t due it justice. I have added a few though. /ppbr /img style=”DISPLAY: block; FLOAT: none; MARGIN-LEFT: auto; MARGIN-RIGHT: auto” src=”http://www.rothytography.com/Eloqua/EE09-Keynote-Sessions/DSC08313/704966614_AifSJ-S.jpg” /br /Here is a small taste of what was discussed:/ppbr /a href=”http://twitter.com/tracyekraft”tracyekraft/a: Social Media Revolution a href=”http://bit.ly/1Q6I5R”http://bit.ly/1Q6I5R/a at Eloqua Experience learning how to be better w/social media. a href=”http://twitter.com/search?q=%23ee09″#ee09/abr /br /a href=”http://twitter.com/EricHorton” target=”_blank”EricHorton/a: Twitter just blocked the IP for the #ee09 Twitter training session. How will new users learn to reap the benefits from Twitter?br /br /a href=”http://twitter.com/jocebrown” target=”_blank”jocebrown/a: Social’s big impact in B2B marketing will be in how you interact with customers and develop advocates and relationships - Laura Ramos #EE09br /br /a href=”http://twitter.com/stevewoods” target=”_blank”stevewoods/a: Thought leadership and credibility, NOT community size are main drivers of why ppl engage in online communities - @lauraramos at #EE09br /br /a href=”http://twitter.com/chadhorenfeldt” target=”_blank”chadhorenfeldt/a: Track social media engagement, not ROI @lauraramos #EE09br /br /a href=”http://twitter.com/edthewebguy” target=”_blank”edthewebguy/a: #ee09 steve woods - if facebook was a country it would be the 4th most populousbr /br /a href=”http://twitter.com/rhonda” target=”_blank”rhonda/a: #EE09 It’s not about controlling the message it’s about getting information out there. @dmscottbr /br /a href=”http://twitter.com/Bpoz” target=”_blank”Bpoz/a: @dmscott: lose your fear of social media and lose control of your marketing. #EE09br /br /a href=”http://twitter.com/tillatorrens” target=”_blank”tillatorrens/a: New Rule by @dmscott - EARN attention by publishing your way in - via YouTube, blogs, etc #EE09br /br /a href=”http://twitter.com/chadhorenfeldt” target=”_blank”chadhorenfeldt/a: a href=”http://twitter.com/search?q=%23EE09″#EE09/a @a href=”http://twitter.com/dmscott”dmscott/a borrowed this from @a href=”http://twitter.com/yohda”yoda/a to describe new rules of marketing: u must unlearn what u have learned/ph3The Marketing Organization/h3pWhile many of my conversations are focused solely on technology, it’s the a href=”http://anythinggoesmarketing.blogspot.com/2009/10/how-to-build-lead-nurturing-culture.html”people and process that are the building blocks of a successful marketing organization/a. The tweets below focus mostly on the session held by Tony Jaros from a href=”http://siriusdecisions.com/” target=”_blank”SiriusDecisions/a and some additional tweets from the Omniture session who use much of what SiriusDecisions preaches. The marketing organizations that have the right people and are using the best practice strategies will have the most success. As an example, SiriusDecsions focused on the concept of what they called the a href=”http://www.demandgenreport.com/archives/feature-articles/221-siriusdecisions-summit-points-to-growing-need-for-demand-center-services-concept-.html” target=”_blank”Demand Center/a.br /br /a href=”http://twitter.com/lauraramos” target=”_blank”lauraramos/a: #EE09: Tony Jaros of Sirius Decisions talks about the gap in marketing skills, not the technology or relationship with sales.br /br /a href=”http://twitter.com/lauraramos” target=”_blank”lauraramos/a: #EE09: Now need 2 worry about how 2 facilitate demand through the entire waterfall. Don’t sell yourself short by thinking it’s anything lessbr //pa href=”http://twitter.com/lauraramos” target=”_blank”lauraramos/a: #EE09: Best marketing organizaitons will see the biggest change at the bottom of the waterfall. Waterfall is center of all marketing.br /br /a href=”http://twitter.com/jocebrown” target=”_blank”jocebrown/a: Neither a white paper not a product is a campaign….you need to be solving a problem….cannot continue to be tactically focused #EE09br /br /a href=”http://twitter.com/lauraramos” target=”_blank”lauraramos/a: #EE09: Quality marketing talent must support a wide variety of disciplines. Silos must go. Marketing automation experience will be key.br /br /a href=”http://twitter.com/jocebrown” target=”_blank”jocebrown/a:Frightening number of B2B marketers self taugh with no budget for training according to Sirius….huge performance gap #EE09br /br /a href=”http://twitter.com/lauraramos” target=”_blank”lauraramos/a: #EE09: The Demand Center is a center of excellence for program creation but with advisory, technical, and execution around buyer’s journey.br /br /a href=”http://twitter.com/jocebrown” target=”_blank”jocebrown/a: It’s the people and process not the technology that is stalling sophisticated nurturing and scoring - Laura Ramos #EE09br /br /a href=”http://twitter.com/lauraramos” target=”_blank”lauraramos/a: #EE09: Omniture organization looks like: Audience Program Mgmt, Offer Development, Channel Execution, and Marketing Operations supports all.br /br /a href=”http://twitter.com/lauraramos” target=”_blank”lauraramos/a: #EE09: 1: Sales engagement means taking in sales language: what do we contribute to the pipeline, how many sales accepted oppty do you need?br /br /a href=”http://twitter.com/paynejoe” target=”_blank”paynejoe/a: Avg CMO tenure 22 mnths. BUT if the CMO has a demand generation or sales enablement background he/she is 2 times liklier to make 5yrs #ee09br /h3Measuring Marketing Effectiveness/h3pThis was definitely a hot topic and Eloqua was lucky to not only have speakers like Laura Ramos and Tony Jaros but also CMOs from its customer base. A theme across many of these discussions was the need for marketing to demonstrate its impact to the rest of the business. This doesn’t just mean the pipeline influenced from a a href=”http://www.eloqua.com/platform/campaign_management/lead_nurturing/” target=”_blank”lead nurturing/a program but also can mean the effectiveness of a href=”http://www.eloqua.com/topics/lead-scoring.html” target=”_blank”lead scoring/a to the sales team.br //pa href=”http://twitter.com/lauraramos” target=”_blank”lauraramos/a: #EE09: all this [marketing] activity amounts to 18 to 30% of the pipe. Must look at influence in the waterfall, even if marketing doesn’t source it.br /br /a href=”http://twitter.com/lauraramos” target=”_blank”lauraramos/a: #EE09: @siriusdecisions Marketers must measure the performance of demand creation, not of marketing.br /br /a href=”http://twitter.com/SuaadSait” target=”_blank”SuaadSait/a: Benchmarking marketing statistics is NOT what matters, Baseline YOUR mktng data amp; set goals to grow as a commitment per @lauraramos #EE09br /br /a href=”http://twitter.com/jocebrown” target=”_blank”jocebrown/a: Nurturing value measured in pipeline velocity - Drew Clarke IBM #EE09br /br /a href=”http://twitter.com/rhonda” target=”_blank”rhonda/a: #ee09 Drew Clark on measuring nurturing: what type amp; how many activities lead participates in, what their role is in opp amp; in account.br /br /a href=”http://twitter.com/lauraramos” target=”_blank”lauraramos/a: #EE09: Waterfall + database segementation shows Omni needed to acquire 150K more names to feel the model. Content choice: research survey.br /br /a href=”http://twitter.com/lauraramos” target=”_blank”lauraramos/a: #EE09: Omniture measures conversion across channel and pipeline. Lets them know where to invest marketing programs and why.br /br /a href=”http://twitter.com/rhonda” target=”_blank”rhonda/a: @pteshima #EE09 ?’s CMOs ask: What initiatives drive ROI, how does sales amp; mktg funnel look, r my strategies working, how do I benchmark?br /br /object height=”344″ width=”425″param name=”movie” value=”http://www.youtube.com/v/diXAaPYyiqAamp;hl=en_USamp;fs=1amp;”param name=”allowFullScreen” value=”true”param name=”allowscriptaccess” value=”always”embed src=”http://www.youtube.com/v/diXAaPYyiqAamp;hl=en_USamp;fs=1amp;” type=”application/x-shockwave-flash” allowscriptaccess=”always” allowfullscreen=”true” height=”344″ width=”425″/embed/objecta href=”http://twitter.com/rhonda” target=”_blank”rhonda/a: #EE09 Scott Sheppard shares great ideas on rolling out lead scoring to your sales team: videos, distribute custom reports amp; driving adoptionbr /p/ph3Marketing Tactics/h3pIf you ask many marketers, one of the main reasons they came to Eloqua Experience was to pick up a few tips that they could take home with them and implement right away. This could mean learning how to clean your data so that it could be easy to segment off of or something simple as creating a control group that you send no marketing communication to and measuring how it fairs to the rest of the database. It’s very powerful when marketers themselves can share their results and let you know what is working and what isn’t.br /br /a href=”http://twitter.com/jill_rowley” target=”_blank”jill_rowley/a: @lauraramos - content needs to be about me and my needs, not you and your products, your awards. #EE09 #Eloquabr /br /a href=”http://twitter.com/JenPumpItUp” target=”_blank”JenPumpItUp/a: Session tip: How good is your lead scoring program? Only as good as your sales team buy-in. Make sure they’re a part from the start. #EE09br /br /a href=”http://twitter.com/rhonda” target=”_blank”rhonda/a: #EE09 marketers shld work w/ the sales team to help define a qualified lead for scoring… But DON’T ask them to help you prioritize assets!br /br /a href=”http://twitter.com/rhonda” target=”_blank”rhonda/a: #EE09 Incorporate time frame into ur scoring model to ensure recency is reflected in the “value” of the lead.br /br /a href=”http://twitter.com/rhonda” target=”_blank”rhonda/a: #EE09 Sales adoption of lead scoring is a paradigm shift-if rep reluctant, push adoption not just from top but via success of their peers.br /br /img style=”DISPLAY: block; FLOAT: none; MARGIN-LEFT: auto; MARGIN-RIGHT: auto” src=”http://www.rothytography.com/Eloqua/EE09-Campgrounds/DSC07780/704945822_Dd3rF-S.jpg” /br /a href=”http://twitter.com/lauraramos” target=”_blank”lauraramos/a: #EE09: Omniture says realtime alerts increased contact ratios by to 100X and increased opportuntiies generated by 21X vs. no tools/process.br /br /a href=”http://twitter.com/jfernandez” target=”_blank”jfernandez/a: I love the idea of misspellings within automated e-mails from Sales Rep to add a touch of authenticity. Brilliant stuff, @Omniture. #EE09br /br /a href=”http://twitter.com/Eloqua” target=”_blank”Eloqua/a: Omniture: EVERY email must be personalized and relevant. #EE09br /br /img style=”DISPLAY: block; FLOAT: none; MARGIN-LEFT: auto; MARGIN-RIGHT: auto” src=”http://www.rothytography.com/Eloqua/EE09-Keynote-Sessions/DSC07651/704957780_Q8dXf-S.jpg” /br /a href=”http://twitter.com/gclarkmt” target=”_blank”gclarkmt/a: Mikel Chertudi says Omniture only saw a 3% drop in conversions with their really long contact form versus a short form. #EE09br /br /a href=”http://twitter.com/gregforrest” target=”_blank”gregforrest/a: Omniture says do less programs and make them better - get more out of them. #ee09br /br /a href=”http://twitter.com/tmcmullen” target=”_blank”tmcmullen/a: favorite idea of the day - create a control group when testing marketing campaigns/effectiveness #ee09br /br /a href=”http://twitter.com/hallim” target=”_blank”hallim/a: #EE09 data cleansing - tactics to support the overall strategy of demand generation and qualified leads into the sales piplinebr /br /a href=”http://twitter.com/chadhorenfeldt” target=”_blank”chadhorenfeldt/a: a href=”http://twitpic.com/o5sq5″http://twitpic.com/o5sq5/a - Great Eloqua data quality dashboard in Eloqua by @gregforrest #EE09 #b2b #marketingbr /br /a href=”http://twitter.com/jill_rowley” target=”_blank”jill_rowley/a: Tony Jaros from SiriusDecisions says something like….Lead nurturing turns garbage into gold. #EE09 #Eloqua/ph3Until Eloqua Experience 2010…/h3pI hope you enjoyed some of these tweets as much as I did and if you were at Eloqua Experience, I hope these tweets bring back some good memories. To end this post, I want to highlight some of the true marketing rock stars that were at the event. These people were the finalists for the a href=”http://www.eloquaexperience.com/content/marketingawards” target=”_blank”Markie awards/a. Here is Tweet from the Markie awards ceremony celebrating the achievements of the finalists:br /br /a href=”http://twitter.com/stevewoods” target=”_blank”stevewoods/a: Was a fantastic evening! Congrats all! RT @chadhorenfeldt: a href=”http://twitpic.com/o7l7g”http://twitpic.com/o7l7g/a - The Eloqua Markies finalists #EE09br /br /For more information on the winners, see: a href=”http://digitalbodylanguage.blogspot.com/2009/11/winners-of-2009-markie-awards.html” target=”_blank”Winners of the 2009 Markie Awards/a where you can learn more about the categories, the winners and why they won.br //ppBe sure to add comments on your favorite tweets or moments at EE09. Looking forward to Eloqua Experience 2010!br /br /Chad H. /ppa href=”http://www.twitter.com/chadhorenfeldt”@chadhorenfeldt/abr /br /PS: For videos from the event and some of the sessions I mentioned above, a href=”http://www.youtube.com/user/EloquaChannel#p/c/985BF0E3471C3109″ target=”_blank”check out the Eloqua YouTube Channel/a. For more pictures, Check out the a href=”http://www.facebook.com/eloqua”Eloqua Fanpage/a on Facebookbr /br /PPS: I would like to thank every tweeter at the event – you made this post possible. Believe me, it was hard choosing who to include! I would especially like to thank a href=”http://twitter.com/lauraramos” target=”_blank”@lauraramos/a, a href=”http://twitter.com/jocebrown” target=”_blank”@jocebrown/a and a href=”http://twitter.com/rhonda” target=”_blank”@rhonda/a who I used extensively.br /br /PPPS: I did mention that this post was not on the Eloqua technology but I did want to give a shout out to the a href=”http://www.pedowitzgroup.com/”Pedowitz Group/a and its a href=”http://eloqua.blogspot.com/2009/09/pedowitz-group-ties-in-twitter-activity.html”Sweet Platform/a that captured all of the tweets from the event in Eloqua and made it possible for me to analyze them. Very nice add-on and a big thank you./pdiv class=”blogger-post-footer”img width=’1′ height=’1′ src=’https://blogger.googleusercontent.com/tracker/25332113-2089114959921791189?l=anythinggoesmarketing.blogspot.com’ alt=” //divdiv class=”feedflare” a href=”http://feeds.feedburner.com/~ff/AnythingGoesMarketing?a=bna5KoGKuxo:mHiDHZ2eufU:yIl2AUoC8zA”img src=”http://feeds.feedburner.com/~ff/AnythingGoesMarketing?d=yIl2AUoC8zA” border=”0″/img/a a href=”http://feeds.feedburner.com/~ff/AnythingGoesMarketing?a=bna5KoGKuxo:mHiDHZ2eufU:63t7Ie-LG7Y”img src=”http://feeds.feedburner.com/~ff/AnythingGoesMarketing?d=63t7Ie-LG7Y” border=”0″/img/a a href=”http://feeds.feedburner.com/~ff/AnythingGoesMarketing?a=bna5KoGKuxo:mHiDHZ2eufU:7Q72WNTAKBA”img src=”http://feeds.feedburner.com/~ff/AnythingGoesMarketing?d=7Q72WNTAKBA” border=”0″/img/a a href=”http://feeds.feedburner.com/~ff/AnythingGoesMarketing?a=bna5KoGKuxo:mHiDHZ2eufU:F7zBnMyn0Lo”img src=”http://feeds.feedburner.com/~ff/AnythingGoesMarketing?i=bna5KoGKuxo:mHiDHZ2eufU:F7zBnMyn0Lo” border=”0″/img/a a href=”http://feeds.feedburner.com/~ff/AnythingGoesMarketing?a=bna5KoGKuxo:mHiDHZ2eufU:V_sGLiPBpWU”img src=”http://feeds.feedburner.com/~ff/AnythingGoesMarketing?i=bna5KoGKuxo:mHiDHZ2eufU:V_sGLiPBpWU” border=”0″/img/a a href=”http://feeds.feedburner.com/~ff/AnythingGoesMarketing?a=bna5KoGKuxo:mHiDHZ2eufU:qj6IDK7rITs”img src=”http://feeds.feedburner.com/~ff/AnythingGoesMarketing?d=qj6IDK7rITs” border=”0″/img/a a href=”http://feeds.feedburner.com/~ff/AnythingGoesMarketing?a=bna5KoGKuxo:mHiDHZ2eufU:gIN9vFwOqvQ”img src=”http://feeds.feedburner.com/~ff/AnythingGoesMarketing?i=bna5KoGKuxo:mHiDHZ2eufU:gIN9vFwOqvQ” border=”0″/img/a /divimg src=”http://feeds.feedburner.com/~r/AnythingGoesMarketing/~4/bna5KoGKuxo” height=”1″ width=”1″/