Revenue Strategies

This section highlights news, announcements and advancements in the area of Revenue Performance Management. The B2B market is increasingly subscribing to the “work backwards” approach to predict revenue and better manage the pipeline.

Eloqua Lauches AppCloud Connector To Integrate Marketing Ecosystem

eloquaAC At Eloqua Experience Europe June 21, 2011, Eloqua unveiled the “Eloqua AppCloud,” calling it an “online marketplace for BtoB marketing applications.”

Designed as a platform for the marketing application community, Eloqua launched its AppCloud with 20 “connectors,” including Lithium Technologies, Jigsaw and ON24, but anticipates a substantial expansion of the platform, with new applications focused on social, data and conferencing, according to Eloqua CMO Brian Kardon.

June 24, 2011
Category: Revenue Strategies
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How Your Closed Prospects Are Like The Vintage On A Fine Wine

By Ian Michiels, Principal Analyst, Gleanster Research

In wine-making a vintage wine is one that is made from grapes that were all, or primarily, grown and harvested in a single year.

June 21, 2011
Written by Demand Gen Report Team
Category: Revenue Strategies
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MarketingProfs BtoB Forum Provides Tips On Engaging The Changing Buyer

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While marketing automation adoption continues to grow, many BtoB organizations are not capitalizing on the features and functions as part of a more efficient marketing strategy, largely due to a lack of knowledge and training.

During MarketingProfs’ BtoB Forum June 14-15 in Boston, this disconnect was addressed by Bryan Brown, Director of Product Strategy at Silverpop. Brown discussed the critical elements of marketing automation during his keynote presentation “Successful Lead Gen Demystified: Tips From The Trenches.” Brown emphasized how BtoB marketers can build a successful automated engagement strategy and improve lead gen accordingly.

DemandGen Report had the chance to catch up with Brown to discuss some of the specific features and functionality that are being utilized to help BtoB marketers and sales teams optimize marketing messaging and cater to the changing, knowledge-empowered buyer.

June 21, 2011
Category: Revenue Strategies
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SiriusDecisions: Alignment, Change Management Key To Realizing ROI Of Marketing Technology

The good news is marketing organizations have doubled technology spending in the last two years, according to new research presented at last month’s 2011 SiriusDecisions Summit. However, while investment has increased rapidly, BtoB companies continue to struggle with implementation and adoption.

Because successful utilization of these new technologies often depends on changes in organizational structure and processes, many organizations are stuck at the starting gate and unable to reap the full benefits of technologies driving the demand generation approach.

June 7, 2011
Written by Demand Gen Report Team
Category: Revenue Strategies
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Survey Shows Marketers Not Optimizing The Full Use Of Automation Systems

Most companies have received a passing grade when it comes to the basic curriculum for marketing automation deployment, but the advanced classes of the technology are proving to be difficult. A new survey by DemandGen Report found a wide majority are successfully utilizing email marketing, web forms and landing page tools, but are struggling to successfully deploy more advanced tools such as lead nurturing and lead scoring are taking more time to master.

The Marketing Automation Growth Curve survey, conducted in March and April of this year, targeted firms that have already deployed a marketing automation system. The survey found most marketers are starting with the basic tools and then graduating over time to more sophisticated functionality, such as lead nurturing and lead scoring.

June 6, 2011
Written by Demand Gen Report Team
Category: Revenue Strategies
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A New Era of Sales: Benchmark Research

By Godard Abel, CEO and Co-Founder, BigMachines

For those on the outside looking in, sales is a seemingly straightforward profession with one simple goal in mind: selling. While that premise certainly carries some degree of truth, the full reality is that the industry has become increasingly more complex and competitive. The challenges salespeople face on a daily basis continue to mount – higher quotas, changing metrics and new sales channels. Each new challenge presents a new system or process to learn that takes valuable time away from actually selling.

May 24, 2011
Written by Demand Gen Report Team
Category: Revenue Strategies
Hits: 2083

Paymetric Cuts Overhead Costs Via Marketing Automation Solutions

The economic downturn caused many BtoB organizations to downsize, creating an even greater challenge to “do more with less.” By leveraging marketing automation technology, Paymetric, Inc., a provider of integrated and secure electronic payment acceptance solutions, doubled its running campaigns by tightly integrating marketing automation and CRM tools.

With less than five salespeople, Paymetric was challenged to re-energize its marketing efforts to extend campaign development and better analyze prospect behavior. Migrating from an automation system that was not cost efficient for its business model, Paymetric tapped Pardot in October 2009 to implement its automation features, including email marketing, nurturing, scoring and social media tools.

May 24, 2011
Written by Demand Gen Report Team
Category: Revenue Strategies
Hits: 1933

Kicking B2B marketing insights into action

Source: MathMarketing.com

Hugh Macfarlane, Founder & CEO of MathMarketing, writes...

At the end of day 2 at DemandCon, B2B marketing attendees should have all the advice you need to create a truly excellent Funnel Plan. The trick will be applying what you have learnt when you return to your B2B marketing company, and you are faced with the same problems that were there when you left for the conference. Whether its resource-shortages, process faults or a lack of alignment, your team will only be as strong as the processes that underlie it. You need to be confident that these processes are in order, and that the whole team understands them. So how do you turn all the good advice from DemandCon into an actionable plan?

For starters, attending the final session ‘Turning Funnel Insights Into Action’ on day 2 of DemandCon. The express aim of this session is to “provide a summary of key takeaways as well as prescriptive action items attendees can take home and apply to their businesses immediately.” The format of the presentation will be a panel of three experts who will provide ‘real-world’ examples of how to do this.

May 23, 2011
Written by Demand Gen Report Team
Category: Revenue Strategies
Hits: 1674

Episode#11: Tom Pisello, Founder, Alinean

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DemandGen Report Editor Andrew Gaffney caught up with Tom Pisello, Founder of Alinean and Author of the ROI Guy Blog at the SiriusDecisions Summit May 4-6, 2011 in San Francisco, which drew a crowd of more than 1,000 sales and marketing professionals. Pisello shared some of the key takeaways from the Summit, including the increased focus on sales enablement solutions and strategies.

Noting the critical need for BtoB marketing and sales team to nurture the problem of “frugalnomics,” or more empowered, skeptical buyers, Pisello shared details about Alinean’s interactive tools designed to move buyers through the buying cycle. To speak to the new breed of BtoB buyers, Alinean offers interactive white papers, diagnostic assessment tools and ROI benefit calculators to help organizations deliver relevant, engagement offers throughout the buying cycle.