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

    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

    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...

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