Resources

While the pressure to justify spend may have jumpstarted the measurement movement in marketing, it is clear that there is a big appetite for insights beyond basic ROI metrics. As tools and processes continue to improve, the visibility of marketing’s role in revenue generation is climbing.

These days there is an explosion of marketing applications available "in the cloud". But each application is its own data silo. However, the continued evolution of cloud computing has enabled leading providers to build open platforms that provide integration and connect the dots between this growing list of applications.

The purpose of this study is to help marketers understand how their performance compares against other marketers that have adopted marketing automation capabilities as well as provide insight into major trends and best practices across B2B and B2C companies.

Marketing Sherpa digs into the most significant challenges to email marketing effectiveness in 2011. What strategies are the best B2B marketing experts using to break through the clutter and engage buyers?

Compare your current B2B email marketing technology against four core areas where marketing automation extends the power of email – audience targeting, automating marketing tactics, enabling sales and measuring results.

This report, based on lead management and demand generation best practices from 213 organizations, highlights current adoption trends and the pressures driving automated lead management investments.

Learn from the best! This valuable report identifies best practices in lead scoring and prioritization by analyzing the processes, capabilities, and performance of 180 top performing organizations. The Aberdeen Group offers hard numbers demonstrating increased revenue, higher conversion rates and lower cost per conversion at companies using lead scoring and prioritization.

Financial services companies today must compete in a rapidly changing business environment. Customers are increasingly reluctant to commit their financial resources to a single brand, and they are also more likely to take their business to a competing provider when an existing relationship fails to meet their expectations.

The traditional B2B transaction has been almost entirely a sales function rooted in face-to-face interactions. Now salespeople are increasingly dependent on their marketing teams to provide insights into which prospects are showing the strongest digital buying signals.

CEOs know the score: Grow fast enough, and all is forgiven. Miss the number and you’re toast. This white paper examines how Revenue Performance Management can be used to manage a company’s interactions with buyers through the entire purchase process to enable dramatically more predictable, rapid and profitable revenue growth.

Generating predictable revenue requires plans and processes that look beyond lead generation to deal acceleration and targeted B2B marketing throughout the marketing and sales funnels.

As competition intensifies and growth expectations increase, B2B marketers are under pressure to deliver measurable results and clearly demonstrate the value they provide. To succeed in this new era of accountability, marketers must consistently reach the right people through the right channels with the right message.

CSOs and CMOs are realizing that they need to find ways to help sales reps achieve higher targets by increasing their efficiency. Now many executives want to understand which investments assure the highest results?

There is an opportunity to realize significant gains in the selling process by optimizing what happens at the top end of the sales funnel - particularly the way qualified leads are handled before they get passed onto sales. How can marketing seize this opportunity? One way is to improve and automate what many companies already do manually: lead scoring.

How leading companies are using demand generation management techniques, traditionally applied to manufacturing, to optimize and accelerate the demand generation process.