Enterprise technology from OptifiNow bridges the gap between marketing generated leads and sales converted customers. Marketing professionals use OptifiNow to manage leads and to create campaigns to nurture those leads into qualified sales opportunities. Sales professionals use OptifiNow to turn qualified opportunities into closed sales.
By Joe Cordo, CMO, Extraprise
When marketers identify the need to leverage transactional and behavioral data they are making a conscious decision to build a marketing data structure that is optimized for lifecycle marketing. Forrester Research defines the four stages of the customer lifecycle as discover, explore, engage and buy.
From more visual content marketing to the rise of the B2B brands, a panel of experts weighed in with their predictions for the future of marketing automation in 2013. The webinar, “2013 Demand Gen: What Does the Future Hold?” was sponsored by Demandbase.
While white papers still have their role as part of a marketing strategy, users are looking for content that can provide them with a snapshot of trends, said Maria Pergolino, VP of Marketing for Apttus. “Content marketing is going to become more sophisticated and visual,” she said, adding that social media sites such as Pinterest are becoming more mainstream and infographics are becoming more common. “You can’t just double the number of white papers and double your success.”
Vocus, a provider of cloud-based marketing software, announced new and enhanced features in its Marketing Suite, which now integrates email, social media, search and publicity.
The iContact email platform, which Vocus acquired last year, is now fully integrated into the Vocus Marketing Suite. The Buying Signals module monitors social media to notify marketers when customers are ready to buy their product or service. The Business Streams feature provides marketers with a single management point to receive marketing opportunities such as sales leads, media interview requests and social media conversations.
Email marketing provider Yesmail Interactive has updated its Market Intelligence tool to collect customer data from a wider range of social media and other content channels.
According to a company news release, Yesmail Market Intelligence now collects data from email, Facebook, Twitter, YouTube, Google+, display ad networks and the web. It also now provides screen captures of competitors' mail web site pages and tracks how their featured content changes over time.
Compendium announced the release of Compendium 4.0, which adds integrations with social media platforms and marketing partners such as Eloqua, ExactTarget and Hootsuite and content scoring functionality among other features.
Other features of the upgrade include a flexible publishing platform for the creation of branded content hubs and an editorial calendar with a seamless view of the organization’s content marketing efforts.
Marketing automation provider Act-On Software released its Q4 and full-year 2012 results, including major gains in revenue and customer acquisition.
According to a company news release, revenue in 2012 increased 298% over 2011. The number of customers increased by 234% during 2012, including 354 new customers added during Q4. Act-On also doubled its headcount during this period to more than 150 employees.
The ROI Customer Lifecycle Marketing system from Right On Interactive, a customer lifecycle marketing company, now enables marketers to score the Twitter activity of prospects and customers and use the data to nurture leads, increase engagement and strengthen customer relationships.
“Most social media marketing solutions are ‘megaphone’ applications that are designed to broadcast messages to prospects and customers,” said Troy Burk, CEO and Founder of Right On Interactive. “Our Twitter integration is unique because it actually allows marketers to apply lead scoring technology to social media channels.”
Bulldog Solutions and Full Circle CRM plan to jointly develop a Revenue Performance Solution for Salesforce.com that is expected to tie together the critical components needed to measure revenue performance.
The new offering will combine the Revenue Performance Improvement Maturity Model from Bulldog Solutions with Full Circle CRM, Salesforce.com and other popular marketing automation offerings.
Predictions are always a tricky business. That's especially true when you're looking at the future of marketing automation – a technology, and an industry, that continues to evolve at a lightning-quick pace.
We put together the demand gen industry's equivalent of an All-Star team as we compiled the Demand Gen Report 2013 Marketing Automation Forecast.
This year's forecast E-book includes input from an outstanding group of consultants, integrators and industry thought leaders, all of whom bring a wealth of real-world experience to the table.
DOWNLOAD YOUR FREE COPY OF THE DEMAND GEN REPORT 2013 MARKETING AUTOMATION FORECAST
