Lead generation is becoming simpler in practical terms—it’s easier than ever before to find and nurture prospective customers. But the forces driving it are complex, including the integration of marketing and sales tools and continued industry consolidation. “Today, all these tools, including marketing automation, CRM and email, are talking to one another,” said Adam Blitzer, VP-b2b marketing automation at ExactTarget’s Pardot. “Because of API management, every channel I use in marketing communicates with each other.” Blitzer said this new world of interconnectivity is particularly important not just for connecting all the marketing operations dots but also because customers prefer to communicate in different ways.
“Say you collect someone’s data from a Web form,” Blitzer said. “Being able to pass that seamlessly to a direct mail or email system is a powerful thing. Or consider when an email recipient clicks on a link. He then will visit a landing page with more engaging information, which in turn can trigger a direct mail piece.”
These capabilities weren’t possible a few years ago, he said.
Worldwide SaaS and Cloud Software 2012-2016 Forecast and 2011 Share
This infographic is based off a study that presents IDC’s view of worldwide software as a service and cloud software market performance by key vendors in 2011 and the anticipated market performance through 2016. The cloud software market reached $22.9 billion in revenue in 2011, a 30.9% year-over-year growth rate, and will grow to $67.3 billion by 2016 at a CAGR of 24.0%.
Learn more on what IDC has to say about cloud.
Clients’ desire to pursue aggressive digital strategies spurs new structure
In late March, global integrated brand agency Digitas, part of Publicis Groupe, announced the debut of a dedicated b2b marketing practice. Dennis Reilly, previously senior VP-marketing for the agency, serves as director of Digitas Business, working with clients such as Aflac, ConocoPhillips and Comcast B2B.
Reilly joined the agency in 1995 and for more than a decade has helped clients pioneer b2b CRM programs, digital sales enablement tools and peer networks. BtoB recently spoke to Reilly about Digitas Business and the latest trends in b2b advertising and marketing. Learn more
Content Marketing Inst., 2/1/11
When you think about content marketing, do you only think about the content you need to create? Creating compelling content is the first essential step, but if you stop there you’re probably not going to get the results you want.
I like to think about content marketing as an iterative process that I call Connection Cycle Marketing.
It all starts with great content, but there are a lot of other steps you need to take.