Feature Articles

Despite 1,500 New Customers, Analysts Say 2010 Adoption Curve Is Behind Expectations

When marketing automation vendors saw a significant spike in adoption during the fourth quarter of 2009, many industry insiders predicted 2010 would be the “tipping point” where marketing automation took off and became a must-have for all BtoB marketers. Now, with three quarters of 2010 in the books, the category has shown substantial growth, but not the kind of explosive adoption some had predicted.

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Leaders in the space project the category has doubled from last year, as approximately 1,500 net new customers have adopted marketing automation systems in 2010. Leading solution providers, including Marketo, Pardot and Eloqua, have reported extensive growth.

October 5, 2010
Category: Feature Articles
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‘Pull Marketing’ Author Emphasizes Trigger Method For Engaging Prospects

KC-PHOTO Focused on providing marketers with an alternative approach to selling, “Pull Marketing” author Keith Chambers explores the importance of triggers to engage prospects in a product’s selling position and prompt them to purchase.

“There is a force in the marketing universe that compels humans to take anything that occurs as extraordinary and quickly make it ordinary,” Chambers says in his book. “I call it ‘pull.’ ‘Pull’ is ever present, relentless, and if you are not keenly aware of its effect, it is most likely costing you a great deal of money.”

DemandGen Report recently connected with Chambers to discuss Pull Marketing, the trigger strategy and the importance of making your organization “interesting.” The following are highlights of that interview:

September 21, 2010
Written by Demand Gen Report Team
Category: Feature Articles
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Content Marketing Emerging As “Secret Sauce” As Marketers Rely On Nurturing To Build Dialogue

B2B-Marketing-U With buying processes becoming less formal and sales representatives’ engagement being pushed back later in the buying cycle, lead nurturing is becoming an imperative tactic to start and maintain the conversation. To address this changing dynamic, marketers are now challenged to create meaningful dialogue with their prospects through nurturing.

Silverpop hosted its B2B University event today in New York City, where Director of Field Marketing & B2B Evangelist Adam Needles shared insights on the buyer-centric approach to marketing, and the levers of nurturing that marketers should tap to enhance efforts throughout the buying cycle.