COVID-19 Update
Subscribe

DemandGen Reports

Study Highlights How and Why Top B2B Marketers Use Marketing Automation

By Matt McKenzie, Contributing Editor


What defines a successful marketing automation initiative? When it comes to lead generation, it's largely a matter of focusing on quality over quantity, according to a new study from Gleanster Research.

Gleanster's Gleansight Marketing Automation report surveyed more than 300 companies that have adopted marketing automation technology. Within that group, Gleanster analysts then identified top-performing companies, based on year-over-year improvements in three key areas: reductions in per-lead costs, increased customer acquisition rates, and increased return on marketing investments.

By comparing these top-performing organizations against others in the study, Gleanster analysts identified a number of differences in terms of why companies turn to marketing automation technology and what challenges they face along the way.

Case Study: SAP Uses ON24 Webcasting To Drive Community-Focused Marketing Strategy

SAP_screenshot_
Webcasting is a familiar tool for many B2B marketers. When software giant SAP partnered with ON24 for a recent webcasting initiative, however, it got a powerful reminder of the impact this technology can have on customer conversion rates and bottom-line revenue.

SAP is widely recognized as a leading enterprise software provider. Since its founding in 1972, the German-based company had grown to include more than 54,000 employees in 50 countries, serving a worldwide customer base exceeding 183,000. For SAP customers, partners, employees and independent experts, the company's SAP Community Network (SCN) represents a unique and valuable business resource.

Social Search Engine Identified Attributes Spike In Revenue To LoopFuse Implementation


LoopFuse recently reported that Identified, Inc, a search engine designed to enable organizations to use Facebook to organize and rank prospective employees, has doubled its revenue since implementing the OneView marketing automation platform in July 2011.

"LoopFuse has been a game-changer for our inside sales organization,” said Jen Picard, Product Marketing Director, Identified. "It has helped us identify sales-ready leads and nurture those that aren't yet ready to buy, effectively helping us double sales revenues month-over-month since October."

The company is utilizing LoopFuse OneView to accurately score leads based on buying interest and to execute automated email follow up campaigns.

More Articles...

  1. Pardot Winter 2012 Release Highlights Visual Tools For Campaign Building
  2. MOCCA Membership Approaches 1,000 Members As Group Prepares For Third Annual Forum in San Francisco
  3. Left Brain DGA Acquires Marketing Technology Practice of Raab Associates, Appoints David Raab VP Program Optimization
  4. Rainmaker Adds Cloud-Based Enhancements To B2B E-Commerce Solution
  5. Manticore Technology Unveils New Version Of Marketing Automation Platform