[Note: I update this post periodically to keep the information reasonably current.]Summary: Demand generation features often sound similar, but the different vendors do aim at different types of clients. If you're looking for a system, try to find a vendor who will match your company.One of the audience members at the B2B Marketing University in Boston asked about demand generation systems for small businesses, and how to distinguish among the vendors in general. My brief answer was that the biggest difference was less functionality than the target...
Wednesday, 18 November 2009
Sunday, 15 November 2009
Aberdeen Predicts Web Content Systems Will Add Marketing Automation: I Agree, But...
Posted on 19:17 by Unknown
Summary: a new Aberdeen Group report argues that Web content management systems should add customer management features and will ultimately compete with traditional marketing automation products. I agree with one reservation: I doubt large companies will use a single system to manage all customer touchpoints.I’ve been convinced for some time that Web content management systems (CMS) will become important platforms for marketing automation. The logic is that Web sites are increasingly the primary method of interaction between a company and its...
Friday, 6 November 2009
B2B Marketing University Part 2: Marketing Content Has to Work Harder
Posted on 08:42 by Unknown
Summary: As marketers add more content to meet needs throughout the purchase cycle, they must work harder to ensure prospects actually read it.One of the emergent themes at Tuesday’s session of the B2B Marketing University was the growing importance of marketing “content”. The general logic was that marketers increasingly interact with prospects throughout different stages of the sales cycle, and each stage needs different materials. The materials also need to be tailored to different types of buyers – or “personas” if you want to get fancy – so...
Thursday, 5 November 2009
B2B Marketing University: For Now, Marketing Automation and CRM Are Still Separate
Posted on 12:43 by Unknown
Summary: Marketing automation and CRM systems may eventually converge, but for now marketers need help explaining why they need a system of their own.I hugely enjoyed yesterday’s Boston session of the Silverpop-sponsored B2B Marketing University. (You can catch another session in Atlanta next week and in Seattle on December 1.) I won’t try to recap four hours of insights from Adam Needles from Silverpop, Carlos Hidalgo of Annuitas Group and Joe Moloney of Conselltants (no Web site, it seems), as well as Yours Truly. But there were a couple of topics...
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