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Marketing Automation is a Quantifiable Cycle

Marketing Automation (MA) is the effort to better manage [online] marketing channels. Mark Polly calls out a 2014 Frost & Sullivan Report to say MA will be a $1.9B industry by 2020. And Marisa Lather explains some ways to get your MA going the right way. Marketing Automation vs CRM The classic “purchase funnel” is a […]

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IBM Amplify: Cognitive Scoring Models

Lead scoring blends itself well into customer journeys or contact journeys. These models are designed to drive intelligent customer journeys. Getting it right can be a difficult process.  The presenter at IBM Amplify walked us through basics on content scoring and how to then make those models more cognitive (e.g. how a machine can give […]

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Oracle Eloqua – Lead Scoring

Most people are familiar with lead scoring, but do you feel confident that you are maximizing it’s potential?  If you are using Eloqua, the ease of setting up lead scoring is phenomenal!  The key to success in Lead Scoring, is continual review, which is where the issues come into play.  In this short post, I […]

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Pardot: Add Lead Grading to Optimize Your Lead Assignment #DF15

The concept of lead scoring has been around for several years, and many companies have begun some sort of lead scoring program. However, in a Dreamforce session today, I heard a surprising quote: 61% of B2B companies send all leads to sales but only 27% are qualified. (Marketing Sherpa) Or, in other words, 73% of […]

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