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Author: Mary Wallace

Mary Wallace is a modern marketer with the skills and ability to increase revenue and optimize campaign performance by leveraging technical, business, management, content, and marketing expertise. With over 25 years of industry experience, Mary has a diverse background in marketing, technology, media, consulting, and leadership that enables her to help clients implement solutions that produces optimal results. A leader in marketing automation and marketing technology, Mary provides thought leadership for a variety of publications.

Getting the Most Out of Your Third-Party Lead Acquisition

By Mary Wallace

May 17, 2016

Generating net-new names is critical to developing a revenue-producing marketing engine. Getting this right significantly increases your odds of success. The good news is that there are many options to get us there by driving people to our website and landing pages: think SEO, SEM, PPC, social media, content syndication and advertising. 

While there are innumerable channels to generate new names through internal efforts, the results can vary wildly. For example, the volume of new names can be slow, the quality is all over the place, or the alignment with optimum demographics for your solution can be weak.

To meet pipeline needs or accelerate contribution, many marketers acquire leads from a third party to add net-new names to the database. The most popular methods are to purchase a list, or syndicate content. 

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Optimize Your Customer Experience with Standardized Data

By Mary Wallace

July 28, 2015

Are you delivering the optimal customer experience? As Scott Vaughan notes in one of his recent blogs, it’s a topic of utmost importance to CMOs

Delivering an award-winning customer experience requires a holistic effort that transcends marketing – it involves the entire organization. Customers need consistent, accurate and targeted communication across the entire purchasing lifecycle.

Marketing often holds a significant amount of data on every customer or prospect in the pipeline. But to consistently deliver an authentic brand experience, every customer-facing role must have access to that data – from marketing to sales to customer success teams.

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How to Make Your Content Marketing Stand Out and Activate Customers

By Mary Wallace

“Slash Splash, Glub Glub...” That’s the sound of our customers and prospects drowning in a sea of our content.  We’re bombarding them on a daily basis, using a variety of “highways” to reach them: emails, websites, social media, phone calls, and the list goes on.  Much of it’s just sand sifting back and forth in an ocean that our customers have emotionally unsubscribed from. 

Despite industry saturation, content marketing remains incredibly important. It’s the key conduit to communicating with prospects and customers. With 30-million pieces of new content created every day, what can we marketers do to ensure our content stands out and activates customers?

There’s no silver bullet for effective content. However, there are smart, proven ways for creating valuable content that engages prospects and creates customers

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5 Secrets to Make Lead Gen Work for You

By Mary Wallace

Yin Yang is perhaps the most known and documented concept used within Taoism. With Yin/Yang, two halves come together to create wholeness.  Examples abound in everyday life: night and day; sun and shade; art and analytics.

Inbound and outbound marketing, when done right, are an example of Yin/Yang – two sides that make a whole.  Inbound marketing techniques draw potential customers to you while outbound techniques go to where the customers are less likely to find you on their own.

Regardless of how leads are generated, both inbound and outbound marketing techniques must fill the pipeline with MQL’s, SQL’s, sales opportunities, and deals.  The more sales opportunities and deals that marketing drives, the better the performance review in the boardroom.

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Getting the Most Out of Oracle Modern Marketing Experience 2015

By Mary Wallace

Modern Marketers are the new breed of pros hell-bent on mastering the art and science of marketing. These are the marketers that have jumped in with both feet embodying the Internet-inspired revolution of the customer being in the driver’s seat; they have committed to becoming marketing technology experts. At the core, they:

  • Are data-driven

  • Understand with specificity the components of their marketing mix that are driving meaningful interactions along specific stages of the customer journey

  • Customize messages to a highly targeted audience, across multiple devices and channels, over a specific period of time

These are the marketers set to converge in Las Vegas from March 31 to April 2 at Oracle’s Modern Marketing Experience 2015 (#MME2015).  And, it is not by chance that the term “modern marketer” was popularized by the Eloqua team (now part of Oracle).

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Optimizing a Career with Marketing Technology

By Mary Wallace

March 3, 2015

Not long ago, marketing was about the 4 Ps (product, price, place and promotion). It wasn’t about educating and engaging customers like it is today.  The change in marketing’s roles and responsibilities was led by the Internet – which shifted knowledge and power to the customer – and is now being propelled by marketing technology. 

Marketing capabilities are leading to specialization

Evolution is happening faster than ever, requiring more and more specialization.  That specialization is vital to a thriving marketing career. This is especially true for technical marketers who are responsible for the systems and data that power customer engagement.

They require a deep knowledge of how systems work and communicate with each other, and must understand the ways data should be stored to provide maximum accessibility and flexibility for use (e.g., analytics and segmentation). Additionally, they must have the skills to customize tech solutions and interpret the resulting data.

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6 Undervalued Demand Generation Data Points

By Mary Wallace

Successful demand gen marketers know that lead quality is a key factor in their ability to engage prospects and activate buyers.  In a recent study by Marketing Profs, nearly 60% of marketers surveyed indicated quality is the single most critical aspect of the leads they generate.  One key indicator of lead quality is accuracy and completeness of data on the lead.

Both marketing and sales operational efficiency are directly impacted by lead data quality because high-quality leads are more likely to convert to customers. Diluting a marketing database with low-quality leads results in wasted time and ineffective communications. 

Lead accuracy needs to be managed proactively, whether leads are generated in house or by a third party.  Here are six data factors that will create a positive return on your investment in generated leads.

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Building Quality Customer Engagements With Standardized Data

By Mary Wallace

November 13, 2014

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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How to Select the Best Marketing Ops Tools for Your Business

By Mary Wallace

We have shared a great deal of learnings about the importance of “Creating a MarTech Blueprint” to guide your technology investment and integration decisions. And, we have outlined successful formulas for adoption such as “Crawl, Walk, Run.” Today’s post is from Mary Wallace, a Marketing Ops leader who outlines how to identify the best tools – in the endless landscape of marketing tech providers – to meet your business and customer requirements.

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