B2B Marketing Solutions Company

Last week I spent some time in Michigan where we teamed up with Adobe and Demandbase to explore lifecycle marketing from a B2B lens. Marketing Profs recently published an article on some of the issues B2B marketers face on a consistent basis, and our seminars really aimed to tackle two of these glaring issues:

• One major obstacle to measurement is poor data infrastructure. 34% say they do not have the right tools to collect and analyze marketing program data.
• Another challenge is a lack of understanding of the metrics needed at each stage of the buying decision. 22% cite this as a top obstacle to...

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Earlier this week, Gartner published a Magic Quadrant report and positioned ExactTarget’s Pardot marketing automation a “Visionary” in CRM lead management. This is a great accomplishment that we believe reinforces our position as the solution to help business streamline sales and accelerate revenue growth with a powerful, yet easy to use cloud-based application.

We believe this openness of our solution is essential to helping marketers unlock the power of data in their CRM, analytics and content management to power more effective marketing. We also believe that, as a part of ExactTarget, we are...

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As a follow-up to the article I wrote for ClickZ the other day, I wanted to talk a bit more about the use of technology and the adoption of best practices in large B2B organizations.

My research for the ClickZ article looked at B2B companies on the Fortune 500* and their adoption of modern marketing tools. But when you look at the raw data, it becomes clear that there are three easy lessons for any B2B marketer.

Lesson 1: Technology is only the beginning

When adopting radical new technologies, the technology itself is often only part of the story. The other part is a shift in thinking or action....

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During a game of trivia the other night, I decided to cheat! I pulled out my phone, and was able to find out “Silent Bob’s” real name in less than 10 seconds.

This availability of information has programmed our society to have very high expectations when it comes to the question-and-answer process. If we have a hard time finding the answer to a question, we often get frustrated and build a negative connotation with brands that make it difficult to find information we seek.  This is not a new concept, so when I went to check out some of the most prolific B2B brands, I was surprised to see how...

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Vero, a division of Suncorp Group, a leading provider of general insurance, banking, life insurance and wealth management in Australia and New Zealand, is constantly looking for ways to separate themselves from their competition. As a B2B company selling exclusively through brokerage firms, that’s not always easy to do.

Vero wanted to unlock the power of their data housed in salesforce.com to streamline communications across their multiple lines of business and to offer engaging, personalized emails.

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Many organizations don’t fit squarely into a B2B or B2C bucket. More often, companies have multiple marketing teams, divisions or business units that focus on different marketing and sales objectives. One team may manage vendor or partner relationships; another drives online sales; while yet another supports a lengthy direct sales cycle.

We are in the midst of a transformational shift in the Revenue Performance Management market whereby:

• The buying process has changed; customers now touch dozens of online and offline information sources before they ever talk to a sales representative or buy...

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Each week, marketers from around the world join the ExactTarget Nexus partner ecosystem on Twitter for a conversation about trends and best practices in the interactive marketing industry.  We call the virtual coffee chat the Nexus Café.

Last week we had the opportunity to speak with Tim Kopp, ExactTarget’s Chief Marketing Officer, on corporate marketing strategy.  In an ever-changing digital marketing environment, Tim shared his thoughts on developing an effective marketing strategy and making adaptations to position for changes in the marketplace.  A summary of the conversation is below:

@ET... Read More »

The ExactTarget Nexus team invites you to participate in our #NexusCafe Twitter chat tomorrow and every Thursday from 11am-12pm ET, where we discuss emerging topics and trends from across the digital marketing world. The virtual coffee chat is held directly on Twitter, hosted by @ETNexus.  Follow the #NexusCafe hashtag in CoTweet or other Twitter application and add the hashtag to your tweet in order to participate.

We’re chatting tomorrow with Tim Kopp, ExactTarget’s Chief Marketing Officer, on Corporate Marketing Strategy.  Tim is responsible for all aspects of ExactTarget's marketing...Read More »

Volvo Construction Equipment North America sells a variety of multi-purpose machines that are used by companies in many industries including road construction, forestry, mining, and building demolition. To engage customers and provide content that aids the product evaluation and purchase process, Volvo uses email to deliver relevant product information with links to comprehensive product details and video on Volvo websites. Volvo uses its CRM system to track customer details, eMail activities, social interaction, online form submissions, web links and more. This method helps Volvo Construction...Read More »