Learn how Peter Herbert, Vice President of Marketing with VersionOne, transformed marketing to leveraging Account Based Marketing in their market place. As a result they converted 20% of their top 100 accounts, achieved 95% engagement with the targets, and are currently sourcing two thirds of the new business for the company .
Raul Mancha, Revenue Marketing Strategist at The Pedowitz Group, describes the current landscape of the Marketing Operations Function including integral roles and the market factors that have made it critical to the success of marketing.
You’ve just purchased Eloqua and you are excited to move the needle on your marketing journey towards Revenue Marketing. You have seen all of the amazing things that Eloqua can help your organization achieve, the sky is the limit, and you’re ready to hit the ground running. Are you unsure of where to start?
Kevin Joyce, Vice President of Revenue Marketing Strategy with The Pedowitz Group shares in this month's post, the first steps in the Revenue Marketing Journey and the steps necessary to make to make this happen.
The rapid adoption of marketing technologies and evolution of marketing organizations requires transformation. Colby Fazio, Sr. Revenue Marketing Strategist at TPG outlines the 4 most common obstacles inhibiting successful transformation.
This is Part 2 of a two-part blog series on how to take some of the headache out of the marketing budgeting process. In this post, the latter two of the four lenses of budgeting methodology, comparative measures and redundant spend are discussed
This is the first blog post in a two part series on The Four Lenses of Budgeting. As a CMO, budgeting for marketing spend is a critical function of your position and making tough, but smart choices, can make or break how your marketing team performs in the new year. This post covers the first two of the four lenses of budgeting to guide you in making your budgeting decisions for 2017.
Learn how Sanjay Dholaki, former CMO of Marketo, addressed his biggest challenge, scaling the growth of the company and the difficulties he faced growing and scaling the team, growing and scaling their footprint of the market and new markets overall.
Let me paint a picture of a campaign launch scenario. Copy is approved, graphics are in place, content is finalized, QA is complete, sales has been briefed – you’re at the finish line! And then, in the back of your mind, you may be asking…what happened to my A/B testing plan?
In this ever changing landscape of new technologies and pivoting businesses, being a part of the marketing industry can be downright exhausting, and at the same time it can be very rewarding. As a marketer, here are four things that I am thankful for this season.
We are hosting a webinar on the Rise of Marketing Operations where I review the marketing landscape in more detail. We will examine today’s marketing organization and how the marketing operations function aligns. We will discuss key roles and responsibilities of the marketing operations function.
Employee Advocacy programs fail when they ask employees to "Parrot" company content but succeed when they provide content and training that enable employees to build their personal brands. Tools like Grapevine6 are dramatically changing employee advocacy to focus on the employee brand first and create a win-win program.
Since 2007 the Content Marketing Institute has become the leading resource for what is now considered the content marketing industry. Joe Pulizzi, Founder and CEO of CMI, is the industry’s top evangelist, traveling the globe educating brands and marketers on how to become a content first organization.
I was looking for a file today and came across a blog I wrote in 2013 about how technology is transforming marketing and how marketing needed to take that bull by the horns. Inspired by a Gartner prediction that by 2017 the CMO will spend more money on technology than the CTO, I positioned the need for the role of marketing technology officer now, in 2013.
Much like we have a choice today selecting the next President of the United States, buyers of our products and services have the opportunity to select a partner or vendor to do business with. 76% of B2B buyers use three or more channels when researching a potential purchase (Blue Nile Research). This modern buying process provides an opportunity for marketers to place relevant and compelling content in prospect honey holes in order to drive awareness and ultimately engagement. Lead generation is a robust process, however having consulted for 5+ years at The Pedowitz Group I've found that if you excel at the following three fundamentals your lead generation engine will be more effective.
In Part 4 of the Center of Excellence White Paper you will learn the typical charter of a Digital and Content Group; Digital and Content organizational structure including key groups such as Content Strategy; roles, necessary skill-sets, and responsibilities for key group members; and benefits of an effective Digital and Content Group.
Account based marketing for demand generation is taking the B2B marketing space by storm. While account based anything has been the main objective for any sales team, marketers have just begun to hop on the ABM bandwagon within the last two years. Consider this post your one stop shop to begin to understand account based […]
When you purchase Marketo you ignite a chain reaction that can push you through the Revenue Marketing Journey™ to win a you a seat at the revenue table, or conversely you just wasted money on an expensive tool that pushes out emails. Which side of that purchase do you want to be on?
The expectation of marketers to deliver pipeline and revenue for their organizations is the new norm. The newly released 4-part Revenue Marketing™ Center of Excellence white paper details how your organization should be structured, role responsibilities and skill-sets needed to drive pipeline and revenue for your business.
Marketo announced that changes are coming to the way that the Marketo – Salesforce.com (SFDC) integration will work going forward. The former requirement to utilize the Marketo Lead Management (MLM) package from the Appexchange has gone away, making the integration much simpler.
How are you currently feeding your marketing automation system? With sales pushing you for more leads, more "great" leads, most marketers are constrained with resources and budgets and are running out of ways to continue scaling their top of the funnel (ToFu) results while keeping the quality high.
Prospect engagement with marketing automation and email marketing doesn't need to be a mystery. As these technologies advance and the capabilities expand, there are those who don't use it well and those who do.
The Pedowitz Group has a special opportunity to shine light into the brilliant minds of CMOs around the world for marketers at all stages in their career. Our first installment of the CMO Perspective features Tyler Lessard, CMO of Vidyard.
Clicking the “Activate” button on your Eloqua campaign can be one of the most nerve-racking actions you take within the marketing automation platform. There are probably disastrous scenarios running through your head as you remind yourself that you have indeed completed all the tasks necessary to launch and run a successful campaign. You're a pro, and you've done this before, but the pre-launch jitters still get to you.
Marketo marketing automation skills are in demand! If you run a quick LinkedIn Job search for Marketo, you’ll find a list of more than 1,300 job openings. That’s a huge number. But Marketo expertise can be a sliding scale and there are a few factors that determine whether an applicant has the right profile to be a true Marketo expert.
Oftentimes, marketing teams won't have seven individuals in the entire department, let alone dedicated solely to Marketing Operations. Just like you wouldn’t rely on a single person to produce ALL of the content, web and digital media for your company, you shouldn't rely on a single Marketing Automation resource either.
Marketo is an extremely powerful tool but a Marketing Center of Excellence is going to be key to making Marketo work for the long haul. Although a Marketo Admin to run the tool is necessary, you need to have strategy, campaign planning, a strong technical skill set and someone who is responsible for your data and analytics.
Read some of the big moments from MME16! Did you miss the 2016 Modern Marketing Experience (MME) in Las Vegas? You may be curious what all you missed, where the trends are shifting and what is coming next for the Oracle Marketing Cloud.
Marketo Summit has grown over the years, and walking the Summit floor, catching buses to sessions, and making sure to attend those keynotes is imperative. But there are few things that can be easily forgotten in the hustle of it all.
Facebook advertising is not complex and just about anyone can create an ad, as long as they have a fan page. And considering that Facebook has 1.55 billion active users, it is a tool that should be mandatory for businesses to execute their advertising strategy.
While there are a lot of project variables that impact a project’s ROI, change management plays a very important role in realizing organizational benefits. Lack of proactive change management is one of the main contributing factors when it comes to failure of technology implementations.