Measurable Marketing Blog
August 10, 2009
Stick With Your Lead Scoring System
Posted by Trask Rogers
One of the largest advantages in integrating a marketing automation platform into your company is the ability to create a rich lead scoring system. In theory (and in practice), this is a huge step. In the past, scoring leads involved:
• Outsourcing qualification to a telemarketing firm
• Painstaking manual labor on a contact by contact basis
• Costly custom database solutions
• Scoring? Just send me the contact info!
August 3, 2009
Mind the Gap: Narrowing the Chasm between Marketing and Sales
Posted by Eric Edwards
Marketing is undergoing a seismic shift in how business is being conducted. You could call it an inflection point. Marketers are beginning to be recognized as pivotal players in their organization. Some innovative marketing organizations are even beginning to be viewed as profit-centers vs. cost-centers. Marketing Automation is helping change that perspective.
Marketo recently hosted a Webinar called Can Marketing Help Sales Sell? that investigates the collaboration between Marketing and Sales departments. Clearly, the MA industry has come a long way in the past five years.
July 15, 2009
Subject Lines: The Good, the Bad and the Ugly
Posted by Alicia Bonnington
Email blast subject lines can often times become an afterthought. You’ve worked hard on all the other components of your email campaign, including compelling copy, well thought-out graphics and list and then a subject line is thrown together at the last minute and the email is blasted.
Like a personalized party invitation, the subject line sets the mood of your email. I think that the subject line is one of the most important components of an email campaign. The subject line determines whether the recipient will open the email, delete it, ignore it or mark it as spam.
July 13, 2009
Shedding Some Light: Search Engine Optimization (SEO)
Posted by Dan Supinski
Let's discuss basic SEO and the positive behaviors that it has encouraged throughout the online community. After we've taken some time understanding the concept I would enjoy reading what you thought, or if you had an entirely different take on SEO.
Virtual highways are here to stay.
It puts a smile on my face when I think about the simplicity of Search Engine Optimization(SEO). To give some context let's treat the internet as if it were a highway. This highway has a foundation, pavement, lines, signs, and other connecting highways. To improve the SEO for any one website we need to follow a set of rules laid out by Google. These rules direct us, the marketers, on how to build effective highways and educate us on the necessary tasks involved to maintaining these highways. The foundation is built with basic tagging, keywords, and descriptions that are relevant to the content provide within our websites. This is a positive push that gently nudges people to drive within the lines.
July 1, 2009
“It’s Gonna Be Like Buttah” Part II of II – Facing the Brutal Facts About Adopting New Technology
Posted by Steve Snyder
At Rubicon, we develop open partnerships where we help our clients
reach their business goals. We work with clients who understand the
value that we bring as an extension of their team. I actually had a new
prospective client say this just the other day, and I quote: “I don’t
want a “YES” team. I want a partner who is going to be honest and tell
me when I am doing something the wrong way, and help me do it the right
way”. <cue orchestra> (sniff)Oh, yes, we want to work with
you!<big hug>
June 29, 2009
“It’s Gonna Be Like Buttah” Part I of II -My Observations On Adopting New Technology
Posted by Steve Snyder
I spent many years in the software industry, working with both consumer
and enterprise software. I got to observe the challenges of the
adoption of software in the enterprise. In another job I helped roll
out a new financial system in a creative agency. In my last position I
led the attempt to install a Learning Management system in a
construction company, and I helped develop and train on an application
that was to be used by every employee in the same company. I learned a
lot from these experiences. Adopting a new software application can be
a challenge, especially for those with limited technical training.
Further, understanding what the Total Cost of Ownership (TCO) will be
and what kind of team needs to be in place for success is often outside
the knowledge base of those making the buying decisions.
June 16, 2009
The Evolution of B2B Sales and Marketing Tools
Posted by Scott Rankin
I started my career as a Marketing intern about seven years ago and remember the days of server based CRM solutions, overly- complex applications to track web analytics and most importantly batch and blast email marketing tools that didn’t communicate back to Sales and Marketing. Even though these technologies are still around, the adoption of B2B Marketers using integration solutions has significantly increased, especially for the smaller SMB and Corporate spaces.
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