State of the Market Survey – Calling All Marketing Automation And Demand Gen Consultants!


My company, Software Advice, is a free online resource for software buyers. We literally spend over 10 hours a day talking to software buyers on the phone, helping them sort through the hundreds of systems on the market to identify a short list. After we help them decide on which systems to research, ...

6 Tips for Getting Buy-In From the Boss


Here is the reality marketers face today: reduced budgets, fewer resources and hardened C-level execs who are unlikely to invest in any new technology. However, marketing automation has proven itself to be a powerful tool for marketers. In fact, Focus Research said that marketing automation has seen ...

The Breakdown: Email Marketing and Marketing Automation


One of the first steps in purchasing a new software system is buyer education. When it comes to marketing software, there is some confusion between email marketing and marketing automation software. Many buyers see the two as synonymous, but in reality, the systems are very different, with a varied feature ...

Executive Roundtable | SMBs Driving Growth of Marketing Automation


When I first started in the enterprise software industry, marketing automation software was a relatively quiet niche. There were a handful of vendors controlling the majority of the market share, but enough buzz to where new products were starting to make a play for a piece of that market. Today, marketing ...

Questions To Ask Your Vendor Before Buying


Many people, if given the chance to do something over again, would take it. It is almost certain that with more insight, you could have made a better, more informed decision. Using this as my premise, I decided to survey users of marketing automation software to find out what they would have changed ...

Marketing Automation Requires New Talent


The numbers don’t lie: B2B organizations are reporting a 10 percent loss in yearly revenue due to lack of marketing and sales alignment. Why is this? Because these companies either don’t have marketing automation software, or they have it, but marketers are still behind. There is a clear ...

What Content Do Buyers Want?


When you are looking to make a purchase – let’s say a new laptop – what do you do? Do you hop on the phone and call up Apple to get product specs and pricing information? In 1990, yes. In 2011, absolutely not. The buyer no longer relies on vendors entirely. They surf the Internet, going ...

How Reliable is the Cloud?


I can’t help but take notice of the recent string of cloud failures we’ve been hearing about this year. Blogger went down for about 20 hours last month and Microsoft’s BPOS hosted bundle also reported a significant amount of downtime. Perhaps the most notable was when Amazon’s ...

Want to Protect Your Content From Scrapers? Copyright it!


More and more, marketers are hearing that content is king. And guess what? It’s true. Publishing unique and engaging content on your site will not only attract visitors to your site, but also set you apart from your competition. Some sites, however, like to borrow content from other sites, brand ...

VC Funding in the Marketing Automation Market: Is it the Best Strategy?


Marketing automation software is still considered a relative newcomer in the enterprise software space. However, there are new entrants popping up regularly, leading to a lot of activity and buzz in the market. With the growth in this space, the topic of venture capital comes up fairly often. Some vendors ...

Lead Scoring: A Whiteboard Session with BlueBird Strategies


Lead scoring is crucial step in demand generation and can greatly improve the number and quality of leads that marketing passes on to sales. But how do you go about scoring leads? Mac McConnell over at BlueBird Strategies came into the Software Advice offices to host a whiteboard session on lead scoring. ...

Marketing Metrics: Which Ones to Track


In ye olde days of marketing (a few years ago), marketers had limited tools for tracking metrics. They could monitor simple things such as open and click rates for email campaigns, but they didn’t have much visibility beyond that. With modern technology and tools, such as marketing automation software, ...

What is Revenue Performance Management and is it Here to Stay?


In the world of enterprise software, we just love three-letter acronyms. The latest one of note is RPM or Revenue Performance Management. RPM refers to a strategy that goes beyond automating marketing campaigns to managing visibility into revenue and ultimately growing revenue faster and more effectively. ...

Is It Time to Shred the Whitepaper?


When was the last time you read a whitepaper that added real value to your research process? I’m racking my brain and finding it quite difficult to come up with anything. More often than not, today’s whitepapers are really just masked sales pitches, too long to keep the attention of today’s ...

Eloqua at SXSW: The Importance of Personal Branding in the Corporate Environment


Last week, Austin, TX was home to the SXSW Interactive, Music and Film Festival. During this time, the city is chocked full of great minds coming together to discuss the future of media. This year, Eloqua, a marketing automation vendor, hosted a panel titled “Media Tomorrow: The Message is the ...

Why Marketing Automation is Growing Stagnant and 5 Ways to Boost It


The marketing automation software industry is entering its 13th year. The industry really hit its stride in the early 2000s with the introduction of the SaaS model. Today, there are many vendors – sometimes a new one every week – competing for a piece of the market. Currently, the industry ...

Integrating Marketing Automation With Your CRM System


Arguably the most important value-add of implementing a marketing automation system is the alignment of marketing and sales. By being able to share lead information in real time, you can ensure that you are presenting the best messages to the right prospects at the exact right time. But all of this cannot ...

Making the Cut: Should Salesforce Make Your Marketing Automation Shortlist?


Salesforce.com is the cloud computing darling of customer relationship management (CRM) software. They have significant control of mind share in that space, and their legacy in customer service and sales force automation softwareis strong. However, CRM is a trifecta. It is made up of sales, service and ...
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