Lauren Carlson

Proving the Value of Your Marketing Automation Investment – 3 Metrics That Matter

In the B2B marketing world, we are increasingly more focused on measurement. Leads, click-throughs, likes, etc., are all important data points that marketers are keeping track of. However, these are related largely to marketing activities. While measuring activities is beneficial and important, where marketing...

Keeping Service Agents Happy with Gamification

Within the enterprise, gamification - the process of adding gaming elements to a non-gaming activity to encourage action and participation - has gone from being a faux pas to an accepted growing trend. Currently, many software vendors are experimenting by adding gaming elements to...

A 6-Point Strategy for Getting Your Boss On Board With Marketing Automation

Here is the reality marketers face today: reduced budgets, fewer resources and hardened C-level execs who are unlikely to invest in any new technology. However, marketing automation has proven itself to be a powerful tool for marketers. In fact, Focus Research said that marketing...

Social Strategy For B2B Sales

Check out this infographic from InsideView: http://cdn.insideview.com/images/social-media-infographic.png. It illustrates the growth of social media usage in the B2B space. Though the data is, well, dated, it's less about the numbers and more about the overall trend. For a long time, social media was seen as...

CRM Implementation: Which Deployment is Best For You?

One the reasons the world of enterprise software is so interesting is that it is continually evolving. This quote from Box.com CEO Aaron Levie communicates this point quite eloquently: "Almost everything about this category—from how software is built to who's buying it—is undergoing massive...

Email Marketing vs. Marketing Automation

One of the first steps in purchasing a new software system is buyer education. When it comes to marketing software, there is some confusion between email marketing and marketing automation solutions. Many buyers see the two as synonymous, but in reality, the systems are...

Bringing Social to CRM – Marshall Lager Interview

When I attended CRM Evolution 2011 in August, it was clear the social media was all anyone could think about. We are at a point where companies are finally recognizing the power of social media. The next step is learning how to harness that...

Questions for Potential Buyers of Marketing Automation Software

Many people, if given the chance to do something over again, would take it. It is almost certain that with more insight, you could have made a better, more informed decision. Using this as my premise, I decided to survey users of marketing automation...

The Makings of a Modern Marketer

The numbers don't lie: B2B organizations are reporting a 10 percent loss in yearly revenue due to lack of marketing and sales alignment. Why is this? Because these companies either don't have marketing automation software, or they have it, but marketers are still behind. There...

CRM For the SMB With Google Docs

Many small businesses need a way to manage prospects, especially during periods of growth. Customer relationship management (CRM) software is a great tool for doing that. However, the truth is many of the most popular systems on the market are beyond the budgetary means...

Small Business CRM

Traditional CRM systems were relegated to the large enterprise space due to cost, maintenance and overall risk invovled. But times have changed. Today's CRM market is filled with many systems that are appropriate for the small business owner. These systems operate in the cloud,...

My Favorite Apps for a Mobile Sales Team

In an increasingly mobile business world, professionals operate day-to-day on their mobile devices. Because of this, vendors have worked to develop the best apps that can bring all the necessary business functionality to an individual on the go. One profession that stands to benefit...

Developing an Enterprise 2.0 Application Strategy

Ten years ago, the cloud was this mysterious entity that existed in the ether and supposedly held important data. Skepticism abounded. Today, we see a different cloud - one that has been proven to be reliable, functionally adequate and complex enough to handle even...

Roadblocks in Marketing Automation

If you are still under the veiled assumption that launching a marketing automation program is simple, it's time to wake up and get with reality. Yes, technology is meant to simplify our lives. If used appropriately, it usually does just that. However, don't confuse...

iCloud Ready For iEnterprise?

There has been a lot of buzz about Apple's latest brainchild, the iCloud. The purpose of the iCloud is to bring your information together across all Apple devices. Download a song on your iPod and it is automatically synched with your Mac, iPad, iPhone,...

Reliability in the Cloud

I can't help but take notice of the recent string of cloud failures we've been hearing about this year. Blogger went down for about 20 hours last month and Microsoft's BPOS hosted bundle also reported a significant amount of downtime. Perhaps the most notable...

The Top 5 Alternatives to Salesforce.com

Salesforce.com is the recognized 800-pound gorilla in cloud CRM software. However, while they may own "CRM" on the stock exchange, they do not own the market. Salesforce's tool is fairly intuitive with deep Sales Force Automation (SFA) functionality. It should definitely make your shortlist,...

VC Funding of Marketing Automation – Is It the Best Strategy?

Marketing automation software is still considered a relative newcomer in the enterprise software space. However, there are new entrants popping up regularly, leading to a lot of activity and buzz in the market. With the growth in this space, the topic of venture capital...

RPM – An Evolutionary Step in Marketing Automation?

In the world of enterprise software, we just love three-letter acronyms. The latest one of note is RPM or Revenue Performance Management. RPM refers to a strategy that goes beyond automating marketing campaigns to managing visibility into revenue and ultimately growing revenue faster and...

The End of the Whitepaper

When was the last time you read a whitepaper that added real value to your research process? I'm racking my brain and finding it quite difficult to come up with anything. More often than not, today's whitepapers are really just masked sales pitches, too...

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