John Sweeney http://biz-builders.co.uk/blog b2b sales & marketing alignment, b2b marketing skills, marketing automation Tue, 19 Jul 2011 11:18:45 +0000 http://wordpress.org/?v=2.9.2 en hourly 1 Lead Nurturing: Automating the Buyer’s Journey http://biz-builders.co.uk/blog/2011/07/19/lead-nurturing-automating-the-buyers-journey-2/ http://biz-builders.co.uk/blog/2011/07/19/lead-nurturing-automating-the-buyers-journey-2/#comments Tue, 19 Jul 2011 11:18:45 +0000 John http://biz-builders.co.uk/blog/2011/07/19/lead-nurturing-automating-the-buyers-journey-2/

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”

]]> http://biz-builders.co.uk/blog/2011/07/19/lead-nurturing-automating-the-buyers-journey-2/feed/ 0 Lead Nurturing: Automating the Buyer’s Journey http://biz-builders.co.uk/blog/2011/07/19/lead-nurturing-automating-the-buyers-journey/ http://biz-builders.co.uk/blog/2011/07/19/lead-nurturing-automating-the-buyers-journey/#comments Tue, 19 Jul 2011 11:10:26 +0000 John http://biz-builders.co.uk/blog/2011/07/19/lead-nurturing-automating-the-buyers-journey/

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”

]]> http://biz-builders.co.uk/blog/2011/07/19/lead-nurturing-automating-the-buyers-journey/feed/ 0 Lead Nurturing: Automating the Buyer’s Journey ((tags: Marketing Automation, NetApp, B2B MARKETING, ELOQUA) http://biz-builders.co.uk/blog/2011/07/19/lead-nurturing-automating-the-buyers-journey-tags-marketing-automation-netapp-b2b-marketing-eloqua/ http://biz-builders.co.uk/blog/2011/07/19/lead-nurturing-automating-the-buyers-journey-tags-marketing-automation-netapp-b2b-marketing-eloqua/#comments Tue, 19 Jul 2011 11:07:18 +0000 John http://biz-builders.co.uk/blog/2011/07/19/lead-nurturing-automating-the-buyers-journey-tags-marketing-automation-netapp-b2b-marketing-eloqua/

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”

]]> http://biz-builders.co.uk/blog/2011/07/19/lead-nurturing-automating-the-buyers-journey-tags-marketing-automation-netapp-b2b-marketing-eloqua/feed/ 0 DemandGen UK Launch Party June 20th 2011 http://biz-builders.co.uk/blog/2011/06/20/demandgen-uk-launch-party-june-20th-2011/ http://biz-builders.co.uk/blog/2011/06/20/demandgen-uk-launch-party-june-20th-2011/#comments Mon, 20 Jun 2011 19:52:18 +0000 John http://biz-builders.co.uk/blog/2011/06/20/demandgen-uk-launch-party-june-20th-2011/
Img-20110620-00176

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]]> http://biz-builders.co.uk/blog/2011/06/20/demandgen-uk-launch-party-june-20th-2011/feed/ 0 Is Financial Services the next pin in the “Bowling Alley”? http://biz-builders.co.uk/blog/2011/06/10/is-financial-services-the-next-pin-in-the-bowling-alley/ http://biz-builders.co.uk/blog/2011/06/10/is-financial-services-the-next-pin-in-the-bowling-alley/#comments Fri, 10 Jun 2011 15:26:51 +0000 John http://biz-builders.co.uk/blog/2011/06/10/is-financial-services-the-next-pin-in-the-bowling-alley/

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-…

]]> http://biz-builders.co.uk/blog/2011/06/10/is-financial-services-the-next-pin-in-the-bowling-alley/feed/ 0 Better B2B Marketing for Europe! http://biz-builders.co.uk/blog/2011/05/18/better-b2b-marketing-for-europe/ http://biz-builders.co.uk/blog/2011/05/18/better-b2b-marketing-for-europe/#comments Wed, 18 May 2011 10:55:21 +0000 John http://biz-builders.co.uk/blog/2011/05/18/better-b2b-marketing-for-europe/

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

]]> http://biz-builders.co.uk/blog/2011/05/18/better-b2b-marketing-for-europe/feed/ 0 The Do’s and Don’t’s of Lead Nurturing in EMEA http://biz-builders.co.uk/blog/2011/05/16/the-dos-and-donts-of-lead-nurturing-in-emea-3/ http://biz-builders.co.uk/blog/2011/05/16/the-dos-and-donts-of-lead-nurturing-in-emea-3/#comments Mon, 16 May 2011 13:46:44 +0000 John http://biz-builders.co.uk/blog/?p=255 Join me and a great panel of experts looking at how to build great lead nurture programmes in Europe

A BrightTALK Channel
]]> http://biz-builders.co.uk/blog/2011/05/16/the-dos-and-donts-of-lead-nurturing-in-emea-3/feed/ 0 Content Strategy and Marketing Automation generates revenue http://biz-builders.co.uk/blog/2011/04/27/content-strategy-and-marketing-automation-generates-revenue/ http://biz-builders.co.uk/blog/2011/04/27/content-strategy-and-marketing-automation-generates-revenue/#comments Wed, 27 Apr 2011 09:37:48 +0000 John http://biz-builders.co.uk/blog/2011/04/27/content-strategy-and-marketing-automation-generates-revenue/

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!

]]> http://biz-builders.co.uk/blog/2011/04/27/content-strategy-and-marketing-automation-generates-revenue/feed/ 0 Marketing Automation and its impact on EMEA marketers http://biz-builders.co.uk/blog/2011/04/26/marketing-automation-and-its-impact-on-emea-marketers/ http://biz-builders.co.uk/blog/2011/04/26/marketing-automation-and-its-impact-on-emea-marketers/#comments Tue, 26 Apr 2011 12:18:39 +0000 John http://biz-builders.co.uk/blog/?p=239

I found the article 5 reasons why Marketing Automation marks the end of the VP Marketing EMEA in software by John Watton of Shipserv really relevant to my work. I consider it a call to arms for B2B tech marketers in EMEA and echos many of the sentiments in the B2B Marketing Manfesto from Velocity Partners

Here are my thoughts on John’s views. Whilst I can see the trend you see longterm EMEA marketers still have a role to play in adapting US centric marketing automation so that it works in Europe. It’s not always possible to assume what worked in the US will work in EMEA.(I’m thinking more of the major non-English speaking markets rather than the UK.).

Tech companies also segment the US market more deeply and have the sales specialists to support that. European markets being smaller and with different languages and less specialist sales people need a different approach.

Savvy Europeans can also build better programmes learning from the experiences (and mistakes) made by US colleagues.

Devising demand generation activities across France/Germany/UK/Spain is always going to be a stretch for someone without European experience. My experience of Marketing Automation is that the execution teams need to be increasingly global.

Those at the forefront are also learning on the need to ‘tweak’
things like lead-scoring according to geography. For example, in markets where resources such as telemarketers are plentiful – the bar for a Marketing Qualified Lead is often set lower than the smaller markets who are less well resourced.

So all this is about your #3. There is plenty for EMEA peeps to do to make MA work in Europe. A lot of EMEA sales people have yet to be sold on the benefits -that’s the biggest job for Marketing

]]> http://biz-builders.co.uk/blog/2011/04/26/marketing-automation-and-its-impact-on-emea-marketers/feed/ 0 Marketing Automation is a Hot Topic! http://biz-builders.co.uk/blog/2011/04/13/marketing-automation-is-a-hot-topic/ http://biz-builders.co.uk/blog/2011/04/13/marketing-automation-is-a-hot-topic/#comments Wed, 13 Apr 2011 11:16:29 +0000 John http://biz-builders.co.uk/blog/?p=236 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 might cause.
Recommendations:

•Start with your data.
•Know what you’re automating and why, triggered events based on customer journey or behaviour are the obvious ones, but also consider the buying process and buying cycle in terms of how you nurture leads and move them along the path to action (sale, registration etc).
•Know what your goals are for automation (time, budget, customer service, sales etc).
•Align your campaigns with strategic objectives, rather than tactical campaign-based stuff so that you get board buy-in.
•Channel-wise, a good place to begin is email.
•Make sure implementation of any technology is led by marketing not IT”

Come on let’s go!

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