John Sweeney

One of my DemandGen clients Erin Rampey has kindly agreed to revisit a presentation she gave at Eloqua Experience in London last month. This is all about Global Deployment of Marketing Automation:

<script src=’http://ajax.googleapis.com/ajax/libs/swfobject/2.2/swfobject.js’></script><div id=’myChannel_1311073648′><script type=’text/javascript’>swfobject.embedSWF(‘http://www.brighttalk.com/clients/flashplatform/viewerdefault/loader.swf’,'myChannel_1311073648′,’705′,’660′,’9.0.115.0′,’http://www.brighttalk.com/clients/flashplatform/common/swfs/expressInstall.swf’,{channelid:’43′,commid:’31309′,autoStart:’false’,fromdc:’false’,css:”},{wmode:’transparent’,allowfullscreen:’true’,allowscriptaccess:’always’});</script>A BrightTALK Channel</div>

A very useful perspective on the Marketing Automation Journey . Erin’s views on us are “The DemandGen team offers great support and bring energy, enthusiasm and  expertise to every Marketing Automation challenge”

One of my DemandGen clients Erin Rampey has kindly agreed to revisit a presentation she gave at Eloqua Experience in London last month. This is all about Global Deployment of Marketing Automation:

<script src=’http://ajax.googleapis.com/ajax/libs/swfobject/2.2/swfobject.js’></script><div id=’myChannel_1311073648′><script type=’text/javascript’>swfobject.embedSWF(‘http://www.brighttalk.com/clients/flashplatform/viewerdefault/loader.swf’,'myChannel_1311073648′,’705′,’660′,’9.0.115.0′,’http://www.brighttalk.com/clients/flashplatform/common/swfs/expressInstall.swf’,{channelid:’43′,commid:’31309′,autoStart:’false’,fromdc:’false’,css:”},{wmode:’transparent’,allowfullscreen:’true’,allowscriptaccess:’always’});</script>A BrightTALK Channel</div>

A very useful perspective on the Marketing Automation Journey . Erin’s views on us are “The DemandGen team offers great support and bring energy, enthusiasm and  expertise to every Marketing Automation challenge”

One of my DemandGen clients Erin Rampey has kindly agreed to revisit a presentation she gave at Eloqua Experience in London last month. This is all about Global Deployment of Marketing Automation: http://www.brighttalk.com/webcast/43/31309

A very useful perspective on the Marketing Automation Journey . Erin’s views on us are “The DemandGen team offers great support and bring energy, enthusiasm and  expertise to every Marketing Automation challenge”

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I’m not very familiar with Aprimo but hope I don’t cause offence by classifying then as a Marketing Automation vendor..but good to see a big investment from a UK Bank.

I already see lots of hi-tech companies who accept the business case for sales and marketing alignment and marketing automation.

Is this the beginning of Financial Services marketing automation journey. I appreciate that they have their own set of requirements different to the tech sector. Interested to hear how FS companies address alignment.

http://econsultancy.com/uk/press-releases/5643-lloyds-banking-group-enhances-…

It’s John Sweeney here.

I wanted to let you know about a BrightTALK webcast I’m hosting in a few weeks. It’s called “Lead Nurturing in EMEA – The Do’s and Don’t’s”. I’ll be talking to a panel of really smart people

- John Watton – B2B Marketer of the year 2009

- Teri O’Neal – who is part of the team driving NetApp’s global Marketing Automation programme

- Stan Woods – MD of Velocity Partners one of Europe’s cleverest B2B Marketing Agencies

Our discussion will focus on how forward-thinking Hi-Tech companies are using Marketing Automation technologies to generate sales revenue across EMEA.

I hope you can join us. More details and Sign-Up here
http://www.brighttalk.com/webcast/28361

Best Regards

John Sweeney

Here is a great webinar masterclass on developing a content strategy post deployment of Marketing Automation that can be found on Brian Carroll’s B2B Round Table Blog. The guest speaker is Michelle Mogelson Levy, AVP at ECI Telecom and the title is  “How Content Strategy is Transforming an Entire Marketing and Sales Organization”

How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising Results from B2B Lead Roundtable on Vimeo.

If you are a B2B Marketing Director in EMEA looking to maximise Marketing Automation utilization there are plenty of great tips here.

Michelle explains how ECI moved from simple to complex lead nurturing through the development of a content strategy. Key steps along the way include;

1. Aligning marketing campaigns to the buyer journey
2. Conducting a content audit to establish what materials are available for each stage of the journey
3. Take time to carefully define what each asset delivers to customers and prospects and ‘fill the gaps’

The Results?

Open rates for campaigns were an eye-watering 78% leading to 23% post click conversion. (This compares very favourably with Sherpa Industry Benchmarks (24% open rates and 12% click through rate).

So ECI are clearly doing something right. Michelle attributes success to “Right content, right audience and right place”. ECI were able to increase the flow of leads to sales and generate a clear link between marketing revenue and pipeline/revenue.

It not easy to get notices in telecom industry but ECI campaigns enjoy a tremendous level of engagement by talking about the business issues and truly mapping their campaign to the buyers journey.

Thanks for sharing!