By Richard Hill, VP & Practice Lead for Marketing Automation, Quarry Integrated Communications
As a modern marketer, your task is not about “going mobile.” Not anymore. The question now is,“What’s the best way to get there?” A new technique called Responsive Web Design (RWD) is changing the game and giving B2B marketers a smart new option.
Marketo confirmed today that it plans to conduct an initial public offering. Industry sources expect the IPO to take place during Q3 of 2013, following a standard SEC review and other preparatory actions.
Experts say the Marketo IPO is designed to capitalize on the company’s strong Q4 and Q1 financial performance, as well as the buzz following Eloqua’s acquisition by Oracle, which was finalized this month.
HubSpot released LinkTally, a new tool to calculate how many times a link has been shared across Twitter, Google+, Facebook and LinkedIn.
According to a blog post by the tool's creator, HubSpot’s Social Media Scientist Dan Zarrella, LinkTally can help B2B marketers measure the effectiveness of their social media campaigns, including:
HubSpot increased its revenue, customer count and number of employees in 2012, according to the marketing automation firm’s financial report. ExactTarget also reported strong Q4 and 2012 results, with revenue of $292.3 million in 2012, a 41% increase compared to 2011.
Salesforce.com launched a Social Ads Platform for Twitter, enabling marketers to manage Twitter advertising alongside existing social marketing programs with the Salesforce Marketing Cloud.
With the new Salesforce Marketing Cloud Social Ads Platform for Twitter, brands and agencies will be able to:
Demandbase, the B2B targeting and personalization platform, launched Technology Targeting, a new feature of Demandbase Company-Targeted Advertising that enables advertisers to target and personalize display ads to business audiences based on the technologies they have deployed.
With Technology Targeting, advertisers can now specify the criteria of “technologies used” as part of their campaign targeting requirements. Marketers can target customers based on competitors’ clients, complementary solutions or other key attributes.
Marketing has traditionally been viewed as a cost center – money goes in, but it has been hard to measure the actual return on the investment. Marketers have been accustomed to speaking the language of clicks, page views, email open rates and other metrics, yet experts say these metrics don’t matter much to the CEO, CFO and others who are focused on the bottom line.
This dynamic is changing at a rapid pace, and marketers are being asked more frequently and more earnestly than ever before to justify marketing spend. According the IBM Global CMO Study, 75% say that return on marketing investment will be the primary measure of their effectiveness by 2015, but only half feel sufficiently prepared to provide hard numbers.
By Adam Blitzer, Vice President of B2B Marketing Automation, ExactTarget
I’ve seen marketing automation come a long way in the last few years. A rapid shift in marketers’ desire to show both brand impact and business results have fueled a transformation. With more marketers shifting to a revenue-oriented marketing model, this will be the year that even more companies get started with marketing automation.
Marketers can track exactly which campaigns and sources are producing their leads with Campaign Tracker For Google Analytics from CloudAmp.
TreeHouse Interactive announced a suite of design tools to enable marketers to create lead nurturing campaigns faster and more efficiently.
The new Action Studio, part of the company’s Marketing View marketing automation platform, has a drag-and-drop interface that provides unique access to behavioral and contact data when creating automated and personalized nurturing paths, according to company officials.
