April 13, 2011
Econsultancy’s Digital Cream event took place in March . What was said of Marketing Automation?
“Very few people are actively doing this right now, but everybody wants to get better at it.
Common obstacles:
•Diverse data collection points and technology systems.
•Fragmenting channels and getting a single view of the customer.
•Where to start and fears about the disruption it [...]
September 9, 2010
I’ve recorded two new ‘B2B Marketing Automation Guide‘ podcasts that discuss B2B Marketing Automation. More are in the pipeline. You can also find them on iTunes.
No 1: The Business Case for Sales and Marketing Alignment
John Sweeney of Biz-Builders makes a case for Sales and Marketing Alignment and Marketing Automation. (Duration 16 mins)
No2: What B2B Buyer’s [...]
August 16, 2010
Great insights from Hugh Alford and TACK International, UK and International business training specialists, who published their 2010 Buyer’s Views of Salespeople (Free Exec Summary here) this month. The study captures the views of UK and International Buyers about their purchasing behaviour and what they think of salespeople.
Much of the study addresses ‘the art of [...]
July 26, 2010
Did you know email marketing open and click-through rates are in free-fall. Back in H2 2007, based on some industry averages, a B2B Marketer could expect 14% of email sent to be opened. Now that number is 11.2%. So for every 1,000 email sent only 112 will be opened.
July 19, 2010
There is almost no connection between what is taught on the CIM syllabus and the kind of metrics and analytics used by B2B Marketers in the UK. It doesn’t help that so many Marketers get a ‘nervous’ around numbers. Isn’t the whole reason they went into marketing the first place something to do with the fact that they are not very good at maths?
July 7, 2010
The temptation for b2b marketers will be to use ‘free software’ and attempt to build alignment without the involvement of sales. What % of ’strategic projects that use free software and don’t involve anyone but marketing succeed?
June 30, 2010
It takes a long time to gain a new customer. An ‘average sales cycle’ in B2B can be 3 months, 6 months or even 24 months. Industries vary but whatever speed the sales-cycles moves at Marketing needs to keep supplying more leads.
So press on with the campaign planned for this quarter? Isn’t that a contradiction [...]
June 23, 2010
Marketing Automation white-papers focus on features and benefis. However the business imperaitive is sales and marketing alignment – that’s a strategic issue
June 14, 2010
Review of ‘Think Outside the Inbox’(TOTI) by Adam Blitzer and David Cummings.
June 8, 2010
Earlier this year email marketing firm Emailvision surveyed over 400 UK Marketers on the matter of Marketing Training.
The key finding of the study for me is that only 45% of those questioned had access to any kind of training budget and the vast majority expected to fund their professional development themselves.
The skills most in demand [...]
