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Articles:
DemandGen Report: Fifth Third Banks On Marketing Automation To Grow Correspondent Banking Unit
To support its more aggressive marketing and sales initiatives for the Correspondent Banking division, Fifth Third Bank selected Eloqua for the automation and management of marketing programs. “Eloqua is able to deliver valuable insight on our client base’s Digital Body Language, providing us with additional ways to help drive revenue even in a challenging economy,” Terry Lyons, VP, Fifth Third Bank’s Correspondent Banking Services.
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B2B Marketing POSTS by Laura Ramos: B2B Marketing’s Job #1: Sales Enablement
When marketing delivers a new batch of leads, sales wants to know quickly which have the most potential. In my research, I show how top marketers build practices that score leads numerically, route top-scoring leads to sales, and – more often – use visual tools to engage with sales. This is where many marketing automation vendors are heading and Eloqua has taken a major step in this direction with its announcement of Prospect Profiler today.
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CRM 2.0 The Conversation by Paul Greenberg: Philadelphia Flyers Rock! - When It Comes To Customer Experience, That Is
...the Philadelphia Flyers fan engagement program is by far the single most well thought out and successful CRM strategy and program Ive seen to date in professional sports. Bar none - including my beloved New York teams. Shame on the Rangers.
Using a combination of salesforce.com, marketing ubër-application Eloqua, and a stored value program ... [the Philadelphia Flyers] ... are able to capture the kind of information about a fan that lets them know fan behaviors from the time they walk out the door to the time they leave the stadium.
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The WebMarketCentral Blog: Marketing Automation: Bringing a Gun to a Knife Fight
One of the biggest challenges b2b marketers face is what to do with all of those "names" that come into your system that aren't really "leads" yet; contacts collected from white paper downloads, webinar registrations, trade shows and other activities. How do you separate hot leads from long-term leads from tire-kickers? How can you efficiently nurture those long-term prospects, learning more about their interests in the process, until they are really ready to engage with sales?
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B2B Marketing Online: PROFILE: Card sharp
Andrew Buckley, vice president of global marketing and strategy at American Express, doesn't shy away from a challenge. Having taken the decision a couple of years ago to 'globalise' marketing in the organisation, he's now working on the company-wide implementation of Eloqua's lead nurturing software – and the concomitant upskilling of staff in the organisation.
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eBooks:
Digital Body Language Chapter 4: The Profile of the New Buyer
An Excerpt from Digital Body Language, by Steven Woods
The first step in re-ordering one's thinking about a buyer's digital body language is observation. Without the ability to view and aggregate the telltale signs of digital body language, no marketer can use those signs to tailor their marketing messages and approaches. The marketer must understand the buyer along five key dimensions to leverage digital body language most effectively. They correspond to the key questions about a potential buyer that any sales professional would want to evaluate before initiating a sales cycle.
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Steven Woods: Beyond Lead Flow
Enabling Sales Through Marketing Automation
This paper explores areas in which marketing can help sales identify and manage deals in their sales pipeline through technologies and business processes that amplify existing CRM systems. Marketers need to recognize that determining lead criteria is only the first of
many steps they can take to enable their sales teams. New enhancements to CRM systems are driving truly evolutionary changes in marketing’s relationship to sales.
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Jill Konrath: How Marketing Can Impact Sales
The strategies outlined in Jill Konraths’s eBook, How Marketing Can Radically Impact Sales, are having a major impact on companies just like yours when it comes to critical problems that can seem intractable:
New sales reps are slow to get up to speed, sales reps fail to read prospect buying signals or pursue the wrong leads and forecasts are based on hunches instead of data... to name a few.
According to CSO Insights, firms who have invested in demand-creating marketing automation systems have achieved impressive results, most notably with sales win rates.
This eBook is a must-read for any marketer tasked with lead generation.
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Podcasts
What Makes a Successful Demand Generation Plan?
Gregg Holzrichter, senior director of global demand generation for VMware talks about what makes a successful demand generation plan, how VMware is successfully using marketing automation, and what his plans are for the future. Gregg honed his demand generation and sales and marketing alignment skills as a star marketer at Siebel Systems. Read More
Effective Marketing Automation with Knowlagent
Debbie Qaqish of Knowlagent, a call center solutions company talks about a unique business challenge -- nobody knows they need what Knowlagent provides (until they hear about it!). Read More
Automating the Lead to Sales Process with Aberdeen Group
Alan Hubbard of Aberdeen talks about the interesting results from their report:
- 53% of companies are currently using marketing automation solutions for lead management; this number is expected to jump to 83% in the next 24 months.
- To deploy a lead management solution, 54% of survey respondents indicated the need to demonstrate a return on marketing investment (ROMI) to justify implementation.
- 62% of best-in-class companies are focused on lead scoring and lead prioritization as strategic actions to focus sales efforts and reduce the sales cycle.
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Webinars
Social Media, Demand Generation, and the Evolution of Marketing
The new emphasis on social media is forcing marketing departments everywhere to find new ways to succeed as they transition into this new reality. In this information-packed session led by Steven Woods you’ll get beyond the buzzwords and hype surrounding social media and learn how to think about social media in the context of your demand generation strategy. With real world examples from a variety of industries, Woods will bring a new perspective and challenge the way we think about campaigns, marketing assets, analysis, and our prospects.
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Digital Body Language: Deciphering Customer Intentions in an Online World
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Eloqua Press Releases:
Eloqua First Marketing Automation Provider to Earn TRUSTe Certification
Company Becomes TRUSTe Sealholder for Commitment to Consumer Privacy Protection Read More
Eloqua Advances Marketing Automation and Redefines Sales Intelligence Tools with Launch of Eloqua Prospect Profiler
- New Sales Application Helps Reps Visualize Buyer Activity and Needs – Read More