OMAHA!! Data-Driven Marketing and the Audible

11/25/14 5:03 AM

by Scott Fingerhut

The guy is amazing. Not only did he set the record for the most career touchdown passes in NFL history, but he also orchestrated (and had his receivers practice) the practical joke of playing keep away shortly after (see video here:

How successful would Peyton have been if he did the following:

  • meticulously studied and analyzed his opponents
  • used complex machine learning to predict behaviors of the other team
  • prepared a play book
  • executed every single play in order throughout the entire game

Not very – because football requires responsiveness and constant flexibility.

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Harness the Power of Third-Party Data [SlideShare]

11/20/14 6:54 AM

by Triniti Burton

Recently, we had the privilege of leading a webcast as part of Oracle Marketing Cloud’s “Spotlight on Success Series.” We were joined by marketing and demand gen leader, Meagen Eisenberg, who is VP of Customer Marketing at Docusign and a valued Integrate customer.  

This 45-minute webcast highlighted one of the core challenges that plagues the majority of today’s demand gen practitioners and marketing automation users – manual data processes.  If you are currently using Oracle Eloqua (or another marketing automation system), this post and session can help you understand:

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Marketing Ops' Favorite 4-Letter Word

11/19/14 12:01 PM

by David Crane

Our first #MarTechChat TweetChat session was exactly what we were hoping for – great insights that illuminated both important trends and intriguing debates within the world of Marketing Ops. We’re incredibly grateful to everyone who participated in the session, especially our two headlining practitioners: Leslie Cocco Alore and Alexa Bleecker! 

While there were many takeaways for consideration, one thing is certain: Ops practitioners are a dynamic breed of marketer with skills that set them apart. High-tech, fast-paced, analytical, curious and deeply connected with all business units, Ops pros are a proactive force within the organization and will shape the future of marketing. And surprise, surprise – they love data! 

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Don’t Ignore Telemarketing as a Demand Gen Tactic

11/18/14 5:03 AM

by Maureen Beattie

Digital marketing dominates the B2B marketing space, making telemarketing seem like an outdated, or at least an under-appreciated, marketing method for generating and qualifying leads.  Its association with intrusive phone calls and sometimes aloof call agents may keep this tactic from making it into your marketing mix.

Truth be told, telemarketing can be a very cost-effective and reliable way to generate qualified leads for your pipeline.  Admittedly it was not always included in my arsenal, but proven success over recent years has turned me into a telemarketing supporter.  The power of conversation and human touch with the right call center can yield rewarding results.  

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Building Quality Customer Engagements With Standardized Data

11/13/14 5:06 AM

by Mary Wallace

Marketers are inundated with data. From lead files, to web traffic reports to marketing automation data, marketers can’t – and shouldn’t - get away from it. Data provides the basis for optimizing marketing performance. In fact, data elevates marketing to the role of trusted business partner with sales, according to Pete Koliopoulos, VP of Marketing for Arrow Electronics, who spoke at this year’s Sirius Decisions Summit.

The problem is that data from diverse sources lives in different systems and formats, making it difficult to gain a consistent view and take action. Koliopoulos said data strategy often isn’t given adequate priority in enterprises because business executives overlook the impact that data has on sales and marketing productivity. How can we possibly still be failing to see the full impact data has on our business?

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Inside The Mind Of A GE Marketing Ops Executive

11/11/14 5:07 AM

by David Crane

When it comes to enterprises with a complex range of marketing needs and seemingly overwhelming goals, few stack up to GE. That’s why we were very excited to have the opportunity to interview Ramiro Ramon, General Manager of Marketing Strategy & Operations for GE Healthcare. Over the last two decades, Ramiro has focused on generating innovative strategies and customer-centric business models that have maximized revenue, market share and profits for both GE and Johnson & Johnson. Moreover, he serves on the Editorial Advisory Board and is a writing contributor for PM360 – the premier magazine for marketing decision makers in the pharmaceutical, biotech, and medical device industries.

We spoke with Ramiro about his take on the ways marketing technology is both influencing and being influenced by the marketing’s transformation. We also delved into the mindset, strategies and characteristics needed to be a great marketing ops leader in this evolving tech-focused landscape.  

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Marketing Ops Hashes It Out via #MarTechChat [TweetChat Session]

11/6/14 6:03 AM

by Scott Vaughan

Marketing Operations has become marketing’s nerve center, overseeing the convergence of marketing and technology to streamline processes, measure and analyze initiatives, optimize resources and provide strategic planning.

But this responsibility doesn’t end with marketing alone. Marketing Ops is increasingly charged with aligning marketing, sales and IT efforts. This means establishing expectations with external leadership and standardizing the use of data between cross-departmental technologies to continuously increase sales pipeline, conversion rates and lead velocity – an increasingly daunting assignment.

Join us on Twitter for a fast-paced, engaging discussion on the mission, purpose and role of Marketing Ops in a data and ROI-driven marketing world. This 30-minute TweetChat will feature leading Ops practitioners sharing their ideas, learnings and advice for marketing’s road ahead.

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Why Standardization Boosts Value Of Marketing Metrics

11/4/14 9:01 AM

by David Crane

A couple weeks back, Scott Vaughan’s post titled “Marketing Standardization: The Must Have for Marketers in 2015” exhorted the need for marketing orgs to standardize data, systems, measurements and expectations to free valuable resources that would be better used for other endeavors. While I wholeheartedly agree with his central thesis, I would take it a step further, at least with regard to standardizing measurement processes.

Standardizing measurement enables marketers to peform better. It allows them to:

  • More quickly compare the value of lead sources, assets, marketing tech systems, media investments, etc.
  • Do all this with greater accuracy to better inform decisions and make more effective optimizations.
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Integrate Third Party Data Or Get Left Behind [Webcast]

10/30/14 5:33 AM

by Triniti Burton

Marketers have more data at our fingertips than ever before. It’s coming at us from all angles. With our demand and lead generation efforts, we typically have dozens (or more) of third-party media partners and fulfillment sources generating leads or syndicating our content, sending us streams of prospect data. We even capture data from our webinars, events that we sponsor, or lists that we buy.

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Essential Guide To Integrated Marketing Systems [Whitepaper]

10/29/14 5:07 AM

by Triniti Burton

We recently released our newest whitepaper “Integrated Marketing Systems: The Essential Guide”. If you’re already sold on the value of integration and ready to put a plan into action, there’s no need to read the rest of this post. Just click the preceding link and get the whitepaper. It contains a simple three-step integration plan any marketing organization can follow to connect disparate marketing tech systems.

If however you’re still unsure whether there's value in connecting your marketing systems, let me share a few things we’ve learned through our efforts to understand the challenges facing marketers today and you can decide if integration is the right step for your marketing organization.

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