All posts tagged Marketing Automation

The Changing Role of Marketing Technology in 2014

Foundational systems emerge encouraging a focus on people and data.

The past eighteen months have seen a considerable investment in the marketing technology space. From large software acquisitions to public offerings, many are attempting to grab a piece of this fast growing industry with considerable market space still up for grabs. Continue reading →

The Four Key Takeaways from Eloqua Experience #EE13

Just last week, San Francisco was flooded with some of the brightest and most creative marketers in North America. The annual Eloqua Experience conference, hosted by Oracle and Eloqua, was filled with like-minded individuals, notable speakers, and more swag than anyone could bring home in their suitcases. There was much to be learned from every person that walked through the doors, but we’ve narrowed it down to the four most important takeaways from this year’s presentations: Continue reading →

Brand Loyalty and Communication [Infographic]

Your customers should be the most important thing in your business plan. You want to have satisfying and mutually-beneficial relationships that last over the years, and have loyal customers that inadvertently take on the role of brand ambassadors. But this doesn’t come easy, and it involves a lot of one key thing: communication.

In order to even begin to have successful relationships with your customers you need to know how to reach them. Whether they’re brand new or they’ve been buying from your company for years, the relationships still requires attention and proper care. The statistics surrounding marketing successes and failures may surprise you – it’s becoming increasingly more obvious that if you don’t connect with your customers in the right way, you will lose them. When you lose your customers, your sales drop and your costs increase.

Check out this infographic for a better idea of what kind of influence communication can have on your customer relationships.

Lead Scoring Best Practices: Deliver More and Higher Quality Leads to Your Sales Team

Lead Scoring

Lead scoring is the process of ranking a lead’s profile fit and level of interest according to a methodology agreed upon by both marketing and sales.  Leads are scored in a number of ways, assigned by points or ranked by using terms such as “hot,” “warm,” or “cold.”  According to Eloqua, this not only helps align the right follow-up to the corresponding inquiry, it also helps marketing and sales teams identify where each prospect is in the buying process.  Lead scoring methodologies incorporate a combination of demographic attributes, lead source and offer, budget, authority, need, and timeline (BANT) considerations.   Continue reading →

What is Revenue Performance Management?

Revenue Performance Management

Revenue Performance Management (RPM) is an emerging strategy that focuses on optimizing interactions with potential buyers across the entire revenue cycle and generating more predictable and rapid revenue growth.  According to Eloqua, RPM is a strategy for managing a company’s interactions with buyers through the entire purchase process to enable dramatically more predictable, rapid and profitable revenue growth.  Using RPM principles, fast growing companies can identify the drivers and impediments to revenue, rigorously measure them, and pull economic levers that will optimize revenue production.    According to Bob Thompson at CustomerThink.com, RPM is a technology-enabled strategy to increase total revenue productivity.  The idea behind RPM, is to better track, measure and optimize, the relationship between what goes in sales and marketing and the revenue of your business.  Continue reading →