This coming weekend (Dec 18th), we will be releasing LoopFuse OneView v3.29. The coming release focuses on adding Conversion Analytics to our existing Lead Capture Forms, and Inbound Marketing / Search Engine Marketing functionality. These new features enable marketers to analyze which referring sites, search engines, and keywords are leading to the highest level of lead capture form conversions.
Archive for the ‘Inbound Marketing’ Category
Looking Forward: LoopFuse OneView 3.29
Wednesday, December 15th, 2010Inbound Marketing With Loopfuse
Friday, December 10th, 2010Inbound Marketing Channels
Tuesday, November 30th, 2010A well-designed Loopfuse Lead Flow will funnel traffic from your inbound marketing channel. Your presence in cyberspace and the content which drives engagement creates an avenue for a click. That click starts the opportunity to connect in a relevant, personal and timely way with a stranger. Turning that stranger into a friend is the art and science behind the powerful Loopfuse demand generation engine. (more…)
The role of Business Directories in Marketing Automation
Wednesday, November 17th, 2010Web analytics data provides B2B Marketing executives a wealth of information regarding their outbound and inbound marketing initiatives. A critical and passively-collected component in a website visitor’s profile, is the distinct company or ISP used by a prospect while browsing your website. Visiting company information collected from site visitors provides marketers with indicators on just how broadly and deeply marketing efforts have penetrated a company. However, making that information actionable by marketing and sales alike is made easier with a consolidated marketing toolset, as found with most marketing automation software.
Although much of the information collected by web analytics software is collected passively (by resolving IP addresses to a Company’s name), the enriching of that data with third-party business directories such as Hoovers, Jigsaw, and LinkedIn is where the value lies for marketing and sales.
The value of business directory data is lost if it is kept in a silo, because the data is only valuable when it is joined with other behavior data from a prospect which may be composed of web analytics, email marketing, and CRM information.
Now armed with a complete view of a prospect along with business directory information, an organization can:
- Target a visiting company with focused campaigns.
- Identify and contact key personnel and decision makers.
- Effectively segment a lead database, ie. company size, revenue amount, industry, etc…
Although much of the value contained within business directories is nothing new to marketers and sales reps, as you can see, the real value is in making it actionable. Making information actionable is only possible when you have a clear picture of a particular prospect or company within one database (or marketing dashboard), such as those found in marketing automation solutions. Subscribing to business directory services without a plan on how that information will be used in your marketing campaigns will rarely if ever show fruit. Likewise, services such as Leadlander, that simply track users and display company information remain an island of unactionable information and don’t solve the problem faced by marketers today: How do I leverage all of my different databases of information for my marketing strategies? The answer is in selecting a marketing automation vendor that focuses on aggregating of all the random bits of information for you, in one place, so you can leverage it in your marketing initiatives.
B2B Marketing: Where does the Funnel begin?
Thursday, November 4th, 2010In a previous post I described how B2B Marketing professionals today view online marketing, employing the 4Cs: Campaign, Customer, Channel, and Customer. For this new content-driven strategy to function properly, a Marketing Automation system is essential, as it automates many of the labor-intensive tasks associated with deploying multi-channel campaigns and other outbound marketing tasks.
Since customers are able to find your content via different channels (twitter, google search, PPC ads, linkedin, youtube, etc…), it is paramount to include inbound marketing whenever we discuss the marketing and sales funnel:
Inbound Marketing and Marketing Automation Funnel
It should be made clear to everyone reading, that online B2B Marketing absolutely requires the marrying of inbound marketing and marketing automation data. A complete view of marketing campaigns is impossible without the ability to analyze customer-content interaction data. Making matters worse is the fact that disjointed systems lack the capability to inform marketers on what campaigns are producing the highest-value leads via different channels.
First and Only Marketing Automation Solution with Inbound Marketing
Wednesday, November 3rd, 2010LoopFuse, the leader in sales and marketing automation for small and medium-sized businesses (SMB), announced today the release of OneView v3.28, featuring inbound, content and search engine marketing. OneView, the best-of-breed marketing automation platform, is the first and only marketing automation solution to offer inbound marketing. The addition of these latest features, also available in FreeView, greatly reduces the “swivel chair effect” by integrating all of the most cutting-edge marketing tools in a single, user-friendly application.
4Cs of B2B Marketing: Campaign, Customer, Channel, Content
Monday, November 1st, 2010When I originally had the idea to write this post, I decided to focus on our new marketing automation platform release and how the menu system had changed. I soon realized that the real story was not product-specific, but the underlying reason for the change; To align a menu system with how business-leaders today think about online marketing and sales.
So how is it that today’s B2B Marketing professionals think? Enter the 4Cs:
