1. Perspectives on Marketo’s Product Release – Event Management and Webinar Integration

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    I attended the Marketo product release webinar introducing Marketo’s new event management functionality as part of Marketo’s new pioneer program, for early adopters of the latest Marketo functionality. Marketo’s event management allows users to set up templated event sequences for events such as webinars, and greatly reduces the amount of steps required to re-use assets from event to event. In addition, the first iteration supports direct API access with WebEx, with other integrations planned for the future. The functionality is a good start and part of an overall development plan from Marketo to better automate event management tied to marketing automation. It’s too early for me to review the functionality based on a brief introductory webinar – but it did get me thinking about some of the key drivers as to why Marketo has invested their product development team’s valuable time into this new set of features. Two key reasons stand out:...
  2. 7 Ways to Generate More Sales Revenue with Marketing Automation – Webinar Executive Summary

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    As part of the Marketo Revenue Masters Series, Mac McIntosh, Founding Partner of AcquireB2B and Jep Castelein, Founder of LeadSloth co-presented “7 Ways to Generate More Sales Revenue with Marketing Automation.” This is an executive summary of the 7 ways. Nurture your leads to get 3 out of 4 sales opportunities that come from prospects with longer-term needs Marketing automation can help drive sales revenue by nurturing leads so that sales opportunities come from customers with the right level of needs. Research conducted by Founding Partner of AcquireB2B Mac MacIntosh, has shown that approximately ¾ of sales revenue comes from long term opportunities over six months. The purpose of these lead nurturing campaigns is to move buyers from awareness, to inquiry, to consideration and finally to purchase by appealing to different audiences in different stages of the buying process. Those customers in the beginning stages of the buying process require...
  3. Why Consistency and Standards are So Important – Production and Program Management

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    I recently reviewed with our production team the importance of why we have consistency and standards around the practices and processes of our business. By way of background, some of the areas for which we have developed and manage standards include processes to: Create content like a publisher – creating content for multiple purposes and audiences through a single process (e.g. content for lead generation, lead nurturing & sales enablement) Produce webinars and all the various forms of content that results from it Produce vignettes – video-like content easily tailored for multiple audience Produce software demos – so that they are much more engaging and re-purposable than most Outsource automated lead management programs – Design, implement, on-board customers and operate the program Conduct content inventories & assessments – to align content to buyer roles, interest and stage; and identify content gaps and priorities Now to “the Why” – why standards and consistency are important. For...
  4. Applying Digital Body Language to Webinars

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    Digital Body Language (the phrase coined by Steve Woods of Eloqua) has become a key principle of B2B Digital Sales & Marketing. This involves using web behavior around content consumption to learn more about customers – their issues, interests, stage of the buying process and more. With automated lead management programs, it is used to score prospects and to deliver relevant content based on their interests and stage in their buying process. Webinars are a key component of nearly all B2B sales & marketing organizations’ lead generation programs. But companies are missing a significant opportunity to learn more about their audiences when they employ the generally practiced webinar format. When you conduct a webinar, what do you really know about your audience? Hopefully, you know their name, email address, perhaps organization and maybe role. You know they have a general interest in the topic, but not much more. How can we apply...
  5. How I Created Content Like a Publisher When Speaking at Bentley University

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    This coming week I have two presentations at Bentley University – first, guest lecturing at Terry Skelton’s class Fundamentals of Content Development as part of the Information Design & Corporate Communication department, and then speaking to Marketing and IDCC majors as part of a spotlight for careers in digital content marketing, hosted by Alyssa Hammond. To prepare, I followed a process that we use with our customers to ensure that both speakers and audience get the most out of an event experience, by creating content like a publisher. My presentation includes an overview of B2B Sales & Marketing today – concepts such as inbound marketing, content marketing, digital body language, marketing automation, lead management and the revenue engine. Then I explain how Avitage takes the concepts and puts them into practice through a specific approach and set of processes. Finally I review customer examples and recent case studies with BNA...
  6. Rethinking “Why do you do webinars?”

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    In our recent blog post “7 ways to take your webinars to the next level”, we discussed some specific techniques that can help you get more out of your webinars. The blog post was well received with engagement through our inbox, blog comments, LinkedIn, Twitter and was requested as a guest blog post by Shari Weiss (@sharisax). As we engaged in this dialog, it occurred to us that if you are running a webinar program or thinking about doing so, there is a fundamental “step forward” that you can take to best leverage the medium for your organization. Several years ago, if you asked a marketer why they run webinars, 10 times out of 10 the answer would be for two reasons – “one, to get our message out” and “two, to generate leads”. Today, while these are still important outcomes from a webinar program, we believe that they are trumped...
  7. 7 ways to take your webinars to the next level

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    Webinars are a key component in generating compelling and relevant content to feed your lead generation, lead nurturing and content marketing programs. We see all too often however that companies take a “show up and throw up” approach to webinars, and therefore are only scratching the surface in terms of capitalizing on the opportunity. Webinars should not be a random act of marketing or a point production, but rather fall within a webinar strategy with consistent execution and production. These are seven things you can do right now to take your webinars to the next level, and increase your ROW (Return on Webinars, of course). 1. Pre-produce the webinar Pre-producing the webinar greatly improves the webinar experience for both viewers and presenters. When pre-producing the webinar, the webinar will still be presented as if it’s live (it has just been pre-recorded and edited), followed by a live Q&A.  The pre-production...
  8. Implement a content marketing program – not random acts of marketing

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    The potential payoff for content marketing and lead nurturing has been well documented by marketing research firms, analysts, marketing automation vendors and (most importantly!) businesses that have successfully implemented lead management. However in the marketplace we see a wide gap in the success businesses have in implementing lead management; we see time and again the difference in results can be predicted based on the answer to a simple question – are you implementing a lead management program, or are you implementing “random acts” of marketing? Said another way, are you relying on your marketing automation software as your solution, or is your software enabling a well-managed program? Here are some ways to determine if you are taking the program-driven approach required to generate the desired revenue growth from lead management. Are the following items documented and understood by your internal teams and vendors/partners involved in managing your marketing? Clear goals...

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