By Dan McDade, President & CEO, PointClear

“I called them three times, and they didn’t get back to me so they must not have been interested.”

Have you, a member of your field sales team, or one of your inside reps ever called a prospect a few times without connecting and then given up? The answer is likely “yes” as the temptation is to assume a prospect isn’t interested and move on.

By Dan McDade, President & CEO, PointClear

“I called them three times, and they didn’t get back to me so they must not have been interested.”

Have you, a member of your field sales team, or one of your inside reps ever called a prospect a few times without connecting and then given up? The answer is likely “yes” as the temptation is to assume a prospect isn’t interested and move on.

Aprimo, a provider of cloud-based integrated marketing software, recently announced a new addition and enhancements to its Integrated Marketing Management (IMM) solutions. Focused on combining Teradata and Aprimo’s key offerings, the enhancements offer capabilities to drive Marketing Operations, Multi-Channel Campaign Management and Marketing Performance Measurement.

Aprimo also added a new offering to its IMM suite – Aprimo Real-Time Interaction Manager, an inbound marketing and offer management solution designed to analyze all customer interactions to ensure the best offer for each individual customer is delivered in real-time.

Genius.com today announced its international expansion with a new UK office. Mark Donkin will lead the office as Managing Director to further grow Genius’ global presence and better serve customers in the UK.  

“Establishing a physical presence in the UK is an exciting milestone for the company,” said Sam Weber, CEO of Genius.com. “We have seen early success in the UK with big brand customers like British Telecom, making it the natural progression for our global expansion. “Mark has extensive enterprise software experience particularly in aligning marketing and sales, making him an ideal candidate to head the office, manage our UK customers and expand our presence. We are thrilled to have him on board.”

The benefits of integrated marketing automation are extending into new areas of measurement, according to new research from The Lenskold Group. In addition to having improved visibility into ROI metrics, the new study found BtoB organizations employing automated solutions also have a greater probability of having highly effective and efficient marketing strategies.

According to the 2011 Lenskold Group Lead Generation Marketing ROI Study, 39% of marketers that have implemented marketing automation with CRM or sales systems were overall more likely to report and forecast revenue metrics, such as ROI and net present value (NPV), versus 24% of BtoB marketers without marketing automation.

The benefits of integrated marketing automation are extending into new areas of measurement, according to new research from The Lenskold Group. In addition to having improved visibility into ROI metrics, the new study found BtoB organizations employing automated solutions also have a greater probability of having highly effective and efficient marketing strategies.

According to the 2011 Lenskold Group Lead Generation Marketing ROI Study, 39% of marketers that have implemented marketing automation with CRM or sales systems were overall more likely to report and forecast revenue metrics, such as ROI and net present value (NPV), versus 24% of BtoB marketers without marketing automation.

While the data-driven approach has proven to be an elusive goal for many BtoB organizations, new dashboard tools allow front-line professionals to easily access data from multiple systems, adjust campaigns and tactics in real time with that data and achieve superior results.

Firms that manage by metrics report better alignment between sales and marketing, accelerated pipeline performance and deeper insights into ROI and other key performance areas. Key areas of measurement include web metrics, funnel metrics and opportunity or revenue reporting.

By Carlos Hidalgo, Executive Director of The Marketing Automation Institute and CEO of The Annuitas Group

“As we all know marketing automation is just not that simple!”  - Marketing Director Managing a Global Marketing Automation Implementation

Truer words have never been spoken. As organizations journey along the path of automation, they must think beyond just a simple software vendor selection. In order to have a successful marketing automation implementation, organizations need to also consider key strategies including:

By Carlos Hidalgo, Executive Director of The Marketing Automation Institute and CEO of The Annuitas Group

“As we all know marketing automation is just not that simple!”  - Marketing Director Managing a Global Marketing Automation Implementation

Truer words have never been spoken. As organizations journey along the path of automation, they must think beyond just a simple software vendor selection. In order to have a successful marketing automation implementation, organizations need to also consider key strategies including:

It’s no secret that the majority of BtoB companies are starting to take a deeper look at metrics. There is a growing trend among marketers now to use analytics and measurement tools as key performance indicators to drive pipeline and revenue performance.

According to DemandGen Report’s new Marketing Analytics and Revenue Management Survey, two-thirds of respondents said they are currently using contact/lead quality and campaign effectiveness as indicators of true marketing performance, 64% are analyzing lead conversion at funnel stages, 63% are measuring marketing-sourced leads and 43% track marketing’s influence on revenue/deals.