Articles

Data & Analytics

The Quest for the Holy Grail of B2B Marketing Attribution

For centuries (well, years) B2B marketers have been seeking the elusive solution to attribution. Is their quest eternal?

Reading time: about 7 mins

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Marketing Strategy

Rise of the replicants: can artificial intelligence simulate real business conversations?

Intelligence may no longer be the preserve of us real people, but do your customers really want to develop a relationship with a replicant?

Reading time: about 5 mins

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marketing operations

GDPR: start asking for permission, or prepare to beg forgiveness

GDPR changes everything. Rather than tell you what you should be doing, we’re sharing our ten step action plan to make MarketOne’s marketing compliant.

Reading time: about 7 mins

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data & analytics

Are you suffering from source code insanity?

Marketing source codes have been around for decades. But do they still have a future in data-intensive, highly-integrated marketing model?

Reading time: about 9 mins

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demand generation

Scaling the strategic capabilities of a demand center

The demand center needs to lead the evolution of the business, without out-pacing it or stimulating an appetite that cannot be satisfied.

Reading time: about 10 mins

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MARKETING STRATEGY

Is it time to consider appointing a Mid-Funnel Agency of Record?

If your mid-funnel is messy, mismanaged or misunderstood, it’s likely you’d benefit from the help of a specialist.

Reading time: about 7 mins

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MARKETING OPERATIONS

Connected conversations: the Fantasy User Interface (FUI)

In a perfect world, what would be the best possible support we could offer our business development teams? What information would the ideal interface show, how would it help, and what would it look like?

Reading time: about 7 mins

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demand generation

Connected conversations: how smarter calling delivers greater ROI

Marketers have invested heavily in marketing technology in recent years – but isn’t it time the rich insight that it generates filtered down to the people manning the phones and live chat?

Reading time: about 9 mins

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marketing strategy

Perspective: the SiriusDecisions Demand Waterfall revisited in 2017

See how trends like Account Based Marketing, predictive analytics and customer experience are likely to influence the evolution of this iconic B2B framework.

Reading time: about 10 mins

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data & analytics

Question: what is the difference between a lead score and a buyer segment?

Most scoring programs focus on identifying buyers at the Marketing Qualified Lead stage. But this approach risks neglecting valuable segments that could yield immediate pipeline.

Reading time: about 9 mins

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CASE STUDY

HBF Health deploys automation ahead of schedule with MarketOne

Leading Australian insurer plans to use new platform to attract, convert and retain more members.

Reading time: about 7 mins

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CUSTOMER EXPERIENCE

Bringing marketing automation to automotive marketing

Nine ways in which marketing automation platforms drive highly personalized, omni-channel customer engagement in the automotive sector.

Reading time: about 9 mins

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marketing strategy

Full stack demand generation: a better experience and better results

When you get all the layers of the demand generation stack working in harmony, great things can happen. See our new animation bring it to life.

Reading time: about 10 mins

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data & analytics

Stop chasing rainbows and unicorns: take the time to get lead scoring right

There are no short cuts or quick fixes when it comes to lead scoring. Instead, you need to take time to implement the right model. Find out how.

Reading time: about 10 mins

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Data & Analytics

Why telemarketing is key to getting a return on your predictive analytics investment

Do these 5 things to get the most from your Predictive Analytics investment.

Reading time: about 12 mins

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Marketing Strategy

Death of the Demand Center?

The arguments for creating a demand center remain compelling, but are they really delivering the value we envisaged?

Reading time: about 10 mins

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MARKETING TECHNOLOGY

What you need to know (and do) about Cloud Connector deprecation

Cloud Connectors and Cloud Components are being discontinued from Eloqua. Find out what you should be doing.

Reading time: about 12 mins

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demand generation

Does B2B live chat really generate leads?

If you think live chat is just for customer service, you’re missing a trick. We see chat delivering up to 3x the lead rates of traditional outbound calling.

Reading time: about 7 mins

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data & analytics

Account Based Marketing: a data-driven perspective

ABM is big news. But to make a big success of it requires getting your first party data in order. Find out how.

Reading time: about 11 mins

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data & analytics

A big data problem or a big problem with data? Part II: the solution

Find out how to overcome the 5 most common data problems outlined in the first part of this article.

Reading time: about 13 mins

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