lauraramos
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: Eloqua Experience folks, thanks for attending my session yesterday. Feel free to read my blog at:
6:00 PM Nov 4th
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Published research about lessons marketers can learn from B2B division Forrester Groundswell Awards winners.
5:57 PM Nov 4th
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: Congratulations to Eloqua Markie Award winners. Wonder where the press release, etc. is telling the rest of the marketing world?
5:55 PM Nov 4th
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: Omniture says realtime alerts increased contact ratios by to 100X and increased opportuntiies generated by 21X vs. no tools/process.
4:00 PM Nov 3rd
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: Omniture measures conversion across channel and pipeline. Lets them know where to invest marketing programs and why.
3:58 PM Nov 3rd
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Thanks to @, @, and @ for the tweets. Find me at to say "hi" and chat. Buy you a drink?
3:54 PM Nov 3rd
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RT: @:Mark, David, Jennifer - Omni personas -- based on frequency analysis of actual data on Marketers - Mikel Chertudi at
3:50 PM Nov 3rd
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: Surveys give audience info to help them do jobs better: ups participation. Covered survey results in Webinar; tied to product.
3:49 PM Nov 3rd
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: Waterfall + database segementation shows Omni needed to acquire 150K more names to feel the model. Content choice: research survey.
3:47 PM Nov 3rd
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: Omniture case study on how went from plan to execution to results. Started with revenue target and backed out the waterfall numbers.
3:43 PM Nov 3rd
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: 5. Marketing automation foundation. Took a while to get there. Started with online analytics (duh!) then integrated to SFA system.
3:39 PM Nov 3rd
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: 4. Thought-leading, audience driven campaigns. Better campaigns focus on a specific audience. Gail says: "Just do it; be courageous."
3:38 PM Nov 3rd
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: Audience Program group was last addition, most sophisticated. Connect demand gen to the rest of marketing: corp, product and events.
3:36 PM Nov 3rd
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: Omniture organization looks like: Audience Program Mgmt, Offer Development, Channel Execution, and Marketing Operations supports all.
3:35 PM Nov 3rd
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: 3. Become an audience-driven org. Omniture uses personas: online marketer, marketing exec, and analyst (business or Web).
3:33 PM Nov 3rd
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: It takes tenacity to succeed. ALL marketing shares SAL number, not just demand team. This keeps marketing on the same page w/ sales.
3:32 PM Nov 3rd
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: 2. Financially based waterfall targets - work w/ finance to agree on marketing goals. Get them to audit your process and targets.
3:31 PM Nov 3rd
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: Keys to success: common terminology and nomenclature. Talking their language by geo, product, audience, and industry.
3:29 PM Nov 3rd
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: 1: Sales engagement means taking in sales language: what do we contribute to the pipeline, how many sales accepted oppty do you need?
3:27 PM Nov 3rd
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Gail Ennis of Omniture offers 5 Tenants of Demand to Brand Marketing -- Continuous Optimization in marketing.
3:25 PM Nov 3rd
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- Name Laura Ramos
- Location San Francisco Bay Area
- Web http://www.b2bmar...
- Bio B2B marketing enthusiast, Forrester VP/analyst, B2B social media expert
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