Ian Michiels

How Top Performing B2B Marketers Target Buyers Using Social Media

Yes, social media can be a source of lead generation for B2B marketers. In fact, 85% of Top Performers indicated social media is a top five channel for lead generation in a recent 2013 survey from Gleanster Research. That's a little shocking considering widespread...

The 2013 Lead Nurturing Best Practices Checklist

It's easy to lose sight of the forest for the trees when embarking on lead nurturing initiatives. Research suggests that even Top Performing B2B marketers struggle to fully leverage nurture marketing tactics to capture revenue across the entire marketing and sales cycle. But, Top...

What is Progressive Profiling? Asking questions, but not too many at one time.

"Hi, how are you? What's your name? Where are you from? Where do you work? What industry is that? What brings you here? What products are you interested in? Are you satisfied with your current product? My industry is such-and-such; what about that are...

The Age of Agile Everything

Sometime between the creation of the Knorad Zuse K1 computer and Justin Bieber's 37 millionth follower on Twitter, using the word agile in business reached a tipping point. It's cool to be agile; quick, nimble, responsive, iterative. Who doesn't want that for their business!...

The Secret to Justifying Marketing Automation to C-Suite Executives (Outside of Marketing)

Research from a January 2013 Gleanster survey captured trends on the top challenges of marketing automation adoption. A simple data pivot provided a window into the unique challenges among users of marketing automation and organizations that have yet to take the plunge. For organizations...

Inspiring B2B Trends & Best Practices from DemandCon SF 2013

After attending DemandCon 2013, I thought I would share a few of the notable best practices and key takeaways from the event. Here are 10 takeaways from DemandCon SF 2013 (in no particular order). 1. The buyer doesn't really own the buying process All this…

What’s Wrong with Marketing Automation Today

Over the last decade, research has consistently shown two undeniable truths about marketing automation: Superior performing organizations are more likely to invest in marketing automation (want proof check out the Revenue Performance Management Gleansight Benchmark Report). We can actually correlate success with use of...

Why Value Trumps Selling in the Complex B2B Sales Cycle

In 2011 the Marketing Leadership Council surveyed 1900 customers to uncover insight regarding B2B purchasing behavior. It turns out, that on average (and with little variation among industries) customers will contact Sales when they independently completed about 60% of the purchasing decision process. That's...

Oracle Acquires Eloqua! – An Analyst Perspective

Bada bing bada boom; more movement in the Marketing Automation space. Today Oracle announced plans to acquire Eloqua for approximately $871M. Eloqua, the long-time 800-pound gorilla in the marketing automation space, went public back August 2012. Eloqua has more than 1,200...

10 Things Every Marketer Should Know About Big Data

Unless you have been living under a rock the last few years, you probably came across the term big data at some point. Maybe it was around the water cooler with colleagues. Or, maybe (more than likely) you saw references to big...

What the Eloqua IPO Means for Marketing Automation

Here's an excerpt from my recently published Market Insight: What the Eloqua IPO Means to Marketing Automation. "After years of anticipation and speculation, it's finally happened: The first initial public offering in the marketing automation space. Eloqua went public on the NASDAQ (ELOQ)...

Measuring Social Media ROI for B2B Marketers

Social media return on investment (ROI) is a tricky subject for marketers. But, for B2B marketers it's especially difficult given the nuances of a B2B sale. In a B2B setting, organizations are looking for targeted buyers in specific roles and functions; the offering is...

Best Practices for Creating a Social Media Engaged Sales Function

In the age of social media, salespeople must learn to embrace new and emerging channels and use them to gain a competitive advantage. However, it's important to temper the hot new buzzwords like "Social CRM" and "Sales 2.0 "with a dose of reality....

Lead Lifecycle Analytics: 15 Essential Metrics for Maximizing Revenue (INFOGRAPHIC)

Remind me again what those quarterly targets are really after… oh yeah, REVENUE! It's inevitable, at some point the success of Marketing and Sales is measured by one metric, revenue growth. In fact, 9 out of 10 organizations in the...

Return on Marketing Objectives – ROMI Gets a Makeover

Let's start by pointing out the elephant in the room. As much as we like to talk about Return on Marketing Investments (ROMI) being a critical metric for marketing success, very few organizations really calculate this metric; I mean really calculate it. ...

SMB’s Crossing the Chasm with Marketing Automation

For over a decade, email marketing has been the de facto channel for outbound marketing. An estimated 250 billion plus emails are sent each day and, of those, over 90% are spam. Buyers are simply becoming complacent to inbox clutter. As...

Drip Marketing vs. Trigger Marketing Campaigns… Is One Better Than The Other?

Drip campaigns are delivered based on pre-determined time intervals while trigger marketing campaigns are initiated based on prospect behavior. There are two primary tactics for nurturing leads: drip campaigns and trigger marketing campaigns. Seventy-nine percent (79%) of respondents from the recent Q3'11 Lead Scoring...

Top 3 Ways to Increase Your Organizations Social Intelligence

A few weeks ago, Gleanster published a new Gleansight report on Social Intelligence. The findings outline how Top Performing organizations have developed unique skill sets for capturing, disseminating and acting upon the insights that reside in social media. It turns out...

Dreamforce 2011 Analyst Perspective

Last month Salesforce.com hosted its annual Dreamforce Conference in San Francisco.  As usual, vendors and customers came out in force.  Just 2 years ago, SFDC was the first enterprise cloud computing company to reach $1B in annual revenue.  As of 2011, SFDC is trending...

How Your Closed Prospects Are Like The Vintage On A Fine Wine

In wine-making a vintage wine is one that is made from grapes that were all, or primarily, grown and harvested in a single year. The quality of a vintage is contingent on a number of different factors; location, weather, plant maturity, soil conditions, and the...

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