Resources
Papers
- Marketing Automation for Beginners gives an overview of what marketing automation is and how to get started..
- Marketing Without Rules explains why manually-built rules are no longer adequate to manage customers and how predictive model-based methods can deliver better results.
- Future-Proof Your Marketing Technology offers an agile alternative to the traditional waterfall approach of planning for marketing technology.
- B2B Intent Data: a Practical Primer removes the mystery surrounding third party intent data, showing where it comes from, how it can be used, and how to test it for your business.
- Back to the Future with Direct Mail explores how digital data and modern technology can make targeted direct mail more effective than ever.
- Buyers Guide to Predictive Analytics for B2B Sales and Marketing shows how to select the predictive marketing system features that are most appropriate to your business needs.
- Creating the Ideal Customer Experience presents a step-by-step method for developing the marketing technology, business processes, and organizational structures needed to deliver a superior customer experience.
- How Predictive Insights Unlock Growth in New Markets shows how prospect lists and predictive model scores can help companies expand successfully into new markets.
- Applying Social and Behavioral Data to B2B Marketing describes how social and behavioral data can be gathered and used for effective B2B marketing.
- Maturity Model for Data-Driven Marketing offers advice on how marketers can manage their transitions to more sophisticated levels of a-driven marketing.
- Predictive Marketing Lists explores how predictive modeling has made it easier for B2B marketers to get good results from purchased lists.
- State of Lead Scoring 2015 presents results of a survey asking how B2B marketers are using lead scoring and the benefits they’ve received.
- The Case for a Real-Time Customer Data Platform shows how companies can benefit from CDPs and that additional value of CDPs that can ingest data in real time and provide users with real-time access to their contents.
- Which Social Media Marketing Methods Are Best For You presents a decision tool to help marketers select the social media methods that best meet their goals and resources.
- Technology Evaluation Best Practices describes the challenges that marketers face in selecting the right systems and lists best practices to follow for success.
- What Matters Most In Selecting Marketing Automation explores survey results that highlight common errors when buying a marketing automation system and offers recommendations for how to avoid them.
- Why Modern B2B Marketers Need Predictive Marketing explains why predictive modeling has become essential to B2B marketers and describes specific applications.
- Defining Your Marketing Technology Strategy presents a framework for coordinating your marketing systems and links to an online tool that analyzes your current situations and recommends how to improve your systems.
- Content Marketing Integration Workbook provides a set of checklists to help marketers understand how to integrate content marketing with their other marketing programs at the strategic, operational, and technical levels.
- Questions to Ask When Selecting Your Customer Data Platform helps marketers to understand what a CDP is, whether they need one, and what specific questions to ask vendors when trying to pick the right system.
- Picking the Right Marketing Automation Deployment Strategy examines the options marketers have when deploying a marketing automation system, the tools available the help them, and how to find a deployment strategy that fits your situation.
- Marketing Automation: What’s Your Next Step describes four stages of marketing automation deployment and how to avoid getting stuck in a partial implementation.
- Lead Scoring: Five Steps to Getting Started helps marketers to build their first lead scoring systems and lay a foundation for growth.
- Align Sales and Marketing Around the Customer presents a path to ensuring that marketing and sales deliver messages that meet customer needs.
- Proactive Listening shows how marketers can meet customer expectations for customized treatments.
- The Customer Data Platform describes an emerging class of products that combine marketing database management, centralizing treatment decisions, and integration with execution systems.
- Three Steps to Managing Social and Behavioral Data explores the sources and applications of social and behavioral data, and presents a process for deploying it in their business.
- Taming the Data Flood provides a step-by-step guide to converting digital behavior to consumable marketing information.
- Five Steps to Higher Marketing Data Quality shows the harm caused by bad marketing data and tells how you can improve it.
- Top Five Metrics for Revenue Generation Marketers defines the critical metrics needed to guide marketing programs and describes a process to help marketers develop them.
- Mid-Size Business and the Future of Marketing Automation describes the obstacles facing marketing automation today, strategies that vendors can adopt to overcome them, and how marketers can pick a vendor that matches their long-term needs.
- Technology Evaluation for Marketing Automation offers practical advice on how to get answers to important questions about the technology inside a marketing automation system.
- Marketing Automation One Step at a Time suggests how marketers can simplify deployment by moving in small stages.
- Cost Estimate Workbook helps marketers to estimate the full cost and economic value of a proposed marketing automation system.
- Services Assessment Workbook shows how to assess vendor service and support capabilities before you buy.
- CRM Integration Workbook provides explanations and a 10-page checklist of features to consider in assessing the CRM integration capabilities of a marketing automation system.
- Multi-Channel Content: Breaking the Complexity Barrier describes the challenges of coordinating customer treatments across channels and explores how multi-channel content with embedded decision rules can help.
- Vendor Selection Workbook offers a step-by-step methodology for selecting a marketing automation system. Each step is accompanied by a sample worksheet of information to gather.
- Six Mistakes to Avoid in Selecting a Marketing Automation System offers advice on looking beyond system features to find a product that will meet you needs today and tomorrow.
- Bridging the Gap from Marketing to Sales identifies the keys to successfully moving leads from marketing to sales.
- Winning the Marketing Measurement Marathon describes how measurement can help marketers succeed in today’s radically altered landscape.
- Request for Proposal Scoring Matrix provides a standard set of questions to ask in an RFP.
- Lead Management: Getting Started with a New Strategy for Buyer-Centric Marketing and Selling makes specific recommendations for how marketers can adapt to the new role in supporting the sales process beyond lead generation and nurturing.
- Breaking the Business Intelligence Log Jam explains how new database technologies can radically reduce the effort required to deliver business intelligence systems.
- Restoring the Balance: Why Marketing Holds the Key to Effective Selling in a Changed Business World explores how marketing data can help sales people understand prospects who no longer interact with sales directly until late in the buying cycle.
- Demand Generation Deployment Survey provides detailed analysis, results and recommendations from our exclusive survey of demand generation users. Find out what you can really accomplish in one week and how to make your deployment as smooth and successful as possible.
- New Rules For Sales and Marketing Management describes eight best practices that are now obsolete, and eight new practices to replace them. Key point: marketing and sales must coordinate their actions during all stages of the buying process, because neither can any longer “own” the customer–today, the customer is in control.
- Vendor Comparison: Usability Ratings and Special Features ranks Guide vendors based on usability for simple and complex marketing programs, and rates their ability to meet 22 hard-to-find special requirements. This excerpt from the full Guide will help you to quickly decide which vendors belong on your selection short list.
- 37 Marketing Automation Best Practices describes best practices for marketing automation and demand generation system deployment. It includes a scorecard to measure your strengths and weaknesses and to identify the best opportunities for improvement
- Introduction to Demand Generation Systems provides an overview of the scope, functions and technology used in demand generation products.
- Demand Generation vs Marketing Automation explains the differences between these two types of marketing systems.
- Demand Generation vs Customer Relationship Management compares the two types of systems with particular focus how CRM users should determine whether they need a demand generation system as well.
- Ranking Demand Generation Vendors by Market Presence analyzes the relative prominence of two dozen competitors in the demand generation market.
- Building Usability into Your System Selection shows how focusing your selection process on user tasks rather than system features will result in a better decision and faster implementation.
- Three Differences That Matter In Demand Generation Systems describes three questions about your business that can help identify which demand generation systems are worth close consideration.
Interactive Worksheets
- Business Case Worksheet explains how to estimate the business value you will gain from a demand generation system..
- Usability Assessment Worksheet provides a framework to compare the usability of different demand generation systems and summarize the results in a scorecard.