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| eloqua marketing automation platform: Marketing Automation with Eloqua Ben Griffith, 2013-12 This book is a practical guide following a step by step approach to create, edit, customize and upload your marketing campaign using Eloqua.If you are a marketing professional or business analyst who wants to use Eloqua to manage demand generation, lead scoring, e-mail marketing, and build digital marketing campaigns, this book is ideal for you. No previous knowledge of Eloqua is required. |
| eloqua marketing automation platform: Marketing Automation For Dummies Mathew Sweezey, 2014-04-14 Multiply the effectiveness of your campaigns with marketing automation Marketing automation technology has been shown to dramatically increase lead conversions and average deal sizes as well as improving forecasting and customer segmentation. A subset of CRM, it focuses on defining, scheduling, segmenting, and tracking marketing campaigns. This friendly book demystifies marketing automation in straightforward terms, helping you leverage the tools and handle the processes that will enable a seamless integration with your CRM program. Learn to establish a buyer profile, assess your needs, select tools, create a lead scoring model, and much more. Marketing automation is a next-generation, CRM-related tool for increasing lead conversions and improving forecasting and customer segmentation This book provides an easy-to-understand introduction to the tools and technology, helping you evaluate your current processes, choose the appropriate tools, and follow best practices in making the most of them Written by Mathew Sweezey, Marketing Automation Evangelist at Pardot (ExactTarget), a leading provider of marketing automation solutions Covers working with the marketing lifecycle, evaluating your assets, integrating marketing automation with CRM and with other processes, nurturing your leads, and using marketing automation to reach buyers via e-mail, social media, and more Marketing Automation For Dummies is the ideal guide to get you up and running with marketing automation, putting your business on the cutting edge and enhancing your competitiveness. |
| eloqua marketing automation platform: Marketing and Sales Automation Uwe Hannig, Uwe Seebacher, 2023-05-02 This book clarifies based on latest findings and research what one needs to know about marketing and sales automation, how to manage projects to implement them, select and implement tools, and what results can be achieved. It also outlines what can be expected in the future such as the automation of corporate communication and Human Resources. The range of topics spans from the creation of a valid data base in the context of applied AI for realizing predictive intelligence and the effects of data regulations such as the European General Data Protection Regulation (GDPR) when addressing customers and prospects to recommendations for selecting and implementing the necessary IT systems. Experts also report on their experiences in regard to Conversion-rate-optimization (CRO) and provide tips and assistance on how to optimize and ensure the highest RoI for marketing and sales automation. A special focus will be placed on the dovetailing of marketing and sales and the management of the customer journey as well as the improvement of the customer experience. |
| eloqua marketing automation platform: The Big Data-Driven Business Russell Glass, Sean Callahan, 2014-11-24 Get the expert perspective and practical advice on big data The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits makes the case that big data is for real, and more than just big hype. The book uses real-life examples—from Nate Silver to Copernicus, and Apple to Blackberry—to demonstrate how the winners of the future will use big data to seek the truth. Written by a marketing journalist and the CEO of a multi-million-dollar B2B marketing platform that reaches more than 90% of the U.S. business population, this book is a comprehensive and accessible guide on how to win customers, beat competitors, and boost the bottom line with big data. The marketplace has entered an era where the customer holds all the cards. With unprecedented choice in both the consumer world and the B2B world, it's imperative that businesses gain a greater understanding of their customers and prospects. Big data is the key to this insight, because it provides a comprehensive view of a company's customers—who they are, and who they may be tomorrow. The Big Data-Driven Business is a complete guide to the future of business as seen through the lens of big data, with expert advice on real-world applications. Learn what big data is, and how it will transform the enterprise Explore why major corporations are betting their companies on marketing technology Read case studies of big data winners and losers Discover how to change privacy and security, and remodel marketing Better information allows for better decisions, better targeting, and better reach. Big data has become an indispensable tool for the most effective marketers in the business, and it's becoming less of a competitive advantage and more like an industry standard. Remaining relevant as the marketplace evolves requires a full understanding and application of big data, and The Big Data-Driven Business provides the practical guidance businesses need. |
| eloqua marketing automation platform: Marketing Automation: Concepts and Strategies , 2024-10-26 Designed for professionals, students, and enthusiasts alike, our comprehensive books empower you to stay ahead in a rapidly evolving digital world. * Expert Insights: Our books provide deep, actionable insights that bridge the gap between theory and practical application. * Up-to-Date Content: Stay current with the latest advancements, trends, and best practices in IT, Al, Cybersecurity, Business, Economics and Science. Each guide is regularly updated to reflect the newest developments and challenges. * Comprehensive Coverage: Whether you're a beginner or an advanced learner, Cybellium books cover a wide range of topics, from foundational principles to specialized knowledge, tailored to your level of expertise. Become part of a global network of learners and professionals who trust Cybellium to guide their educational journey. www.cybellium.com |
| eloqua marketing automation platform: The Automation Advantage: Mastering Marketing Automation for Business Success Carl Corrigan, 2023-09-07 This book serves as a comprehensive guide to marketing automation, covering everything from strategy development to implementation and future trends. It aims to equip marketers with the knowledge and tools needed to thrive in the digital age of marketing and is designed to be read by senior leaders setting strategy, Marketing professionals building out automation capability and Marketeers who want to learn about Automation from the ground up. |
| eloqua marketing automation platform: LinkedIn for Business Brian Carter, 2012-07-23 Increase Your LinkedIn Leads, Sales, and Profits: Attract Higher-Quality Leads, Market More Effectively, Boost Your Sales This book delivers a complete system for profiting from LinkedIn. Top social media marketer Brian Carter shows you how to use LinkedIn to supercharge your existing business-to-business marketing, advertising, and sales processes, generate more qualified leads, and build sales in powerful new ways! Through case studies, Carter reveals how innovative businesses of all types are achieving amazing results with LinkedIn and teaches specific, actionable lessons you can apply right now. Whether you’re an advertising expert, content marketer, sales professional, PR pro, B2B executive, or social media specialist, LinkedIn offers you far more power than you may realize--and this book will help you leverage all of it! YOU’LL LEARN HOW TO Identify the fastest, easiest ways to profit from LinkedIn Apply today’s 15 most valuable Internet marketing principles to your LinkedIn presence Network for dollars, with this book’s proven six-step relationship-building process Find hot prospects through quick LinkedIn prospecting and introductions Use LinkedIn as a “passive prospecting platform”: Generate more leads without more work! Attract “mega-leads” through LinkedIn Answers, Events, and Groups Strengthen brand awareness and spread key messages Leverage content marketing (infographics and more) to boost brand awareness and generate more leads Accelerate your sales cycle with LinkedIn Improve your lead funnel and ensure that prospects are qualified before they talk to salespeople Establish efficient weekly LinkedIn marketing routines Optimize LinkedIn ad campaigns to maximize clicks, leads, and sales |
| eloqua marketing automation platform: Digital Body Language Steven Woods, 2009 Woods helps B2B marketing professionals understand the new dynamics of marketing complex products and services. He walks through the new tools available to buyers, and explains how to read digital body language and respond most effectively. |
| eloqua marketing automation platform: The Agile Marketer Roland Smart, 2016-02-12 The marketer's guide to modernizing platforms and practices Marketing in the digital era is a whole new game: it's fundamentally about competing on the customer experience. Marketers must integrate a complex set of technologies to capture the customer's digital body language—and thereby deliver the right experiences, at the right times, via the right channels. This approach represents a formidable technological and practical challenge that few marketers have experience with. The methods that enable marketers to meet this challenge are emerging from an unexpected place: the world of software development. The Agile methodologies that once revolutionized software development are now revolutionizing marketing. Agile provides the foundation for alignment between the marketing and product management sides. It can unleash a whole array of new marketing opportunities for growth hacking as well as for baking marketing directly into your products or services. Beyond that, as a discipline it can serve as a bridge to strategic alignment, positioning the chief marketing officer alongside the chief product officer as the two primary drivers of the business. Written by a premier practitioner of modern marketing, this book will provide you with: Insights on the evolution of product development and management in the organization—and why marketing must partner with them in the new era An understanding of Agile methods and their application to marketing A plan for integrating Agile with your traditional methods Tactics to drive alignment with product management A pathway to becoming the steward of customer experience Rich with examples, case studies, illustrations, and exercises drawn from the author's wide-ranging experience (from startups to a top global technology company), The Agile Marketer will help you transform marketing in your organization, in spirit and practice—and help realize its critical roles in product management and the customer experience. |
| eloqua marketing automation platform: Social Roots Cindy Gordon, Andrew Weir, 2014-09-30 Social Roots traces the history of a fundamental economic shift that is underway. The shift is rooted in virtualization, a key innovation factor, but when combined with influence networks, the significance becomes transformative. The combined power of these dimensions is creating a new economic paradigm based on return on collaboration metrics rooted in social capital theory. Inside is the story of the near magical transformation, written specifically so we do not forget the significance of this decade of leadership in the influence economy. Many of the stories in the first part of Social Roots are about organizations that took the opportunity to experiment and experience the power of social networking approaches to conducting business; and social innovators striving to make the world a better place. Their contributions to creating the influence economy are numerous, and their story of how they achieved success creates a tapestry of insight. |
| eloqua marketing automation platform: Data-First Marketing Janet Driscoll Miller, Julia Lim, 2020-08-21 Supercharge your marketing strategy with data analytics In Data-First Marketing: How to Compete & Win in the Age of Analytics, distinguished authors Miller and Lim demystify the application of data analytics to marketing in any size business. Digital transformation has created a widening gap between what the CEO and business expect marketing to do and what the CMO and the marketing organization actually deliver. The key to unlocking the true value of marketing is data – from actual buyer behavior to targeting info on social media platforms to marketing’s own campaign metrics. Data is the next big battlefield for not just marketers, but also for the business because the judicious application of data analytics will create competitive advantage in the Age of Analytics. Miller and Lim show marketers where to start by leveraging their decades of experience to lay out a step-by-step process to help businesses transform into data-first marketing organizations. The book includes a self-assessment which will help to place your organization on the Data-First Marketing Maturity Model and serve as a guide for which steps you might need to focus on to complete your own transformation. Data-First Marketing: How to Compete & Win in the Age of Analytics should be used by CMOs and heads of marketing to institute a data-first approach throughout the marketing organization. Marketing staffers can pick up practical tips for incorporating data in their daily tasks using the Data-First Marketing Campaign Framework. And CEOs or anyone in the C-suite can use this book to see what is possible and then help their marketing teams to use data analytics to increase pipeline, revenue, customer loyalty – anything that drives business growth. |
| eloqua marketing automation platform: Architecting Experience Scot R. Wheeler, 2015-12-16 In a world with a seemingly infinite amount of content and scores of methods for consuming that content, marketing communication today is about appealing to individuals, person by person. Effectively appealing to customers requires delivery of brand experiences built on relevance and recognition of context. Just as in any conversation, delivering relevance in context requires understanding the person one is speaking with and shared environment. Wheeler answers the biggest question facing digital marketers today: with an ever expanding array of digital touch points at one's disposal, how does one deliver content and experiences around one's brand that build relationships and drives results? The quick answer to this is through the application of data and analytics to drive highly relevant, contextual targeted content and adaptive experience, but since this answer is not as easy to achieve as it is to say, Architecting Experience has been designed to help readers develop the understanding of marketing data, technology and analytics required to make this happen.-- |
| eloqua marketing automation platform: The New Rules of Marketing and PR David Meerman Scott, 2015-09-16 The most updated edition yet of the benchmark guide to marketing and PR, with the latest social media, marketing, and sales trends, tools, and real-world examples of success This is the fifth edition of the pioneering guide to the future of marketing. The New Rules of Marketing & PR is an international bestseller with more than 350,000 copies sold in over twenty-five languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to directly communicate with buyers, raise visibility, and increase sales. This practical guide is written for marketing professionals, PR professionals, and entrepreneurs who want to grow their businesses and create success. Learn how companies, nonprofits, and organizations of all sizes can leverage web-based content to get timely, relevant information to eager, responsive buyers for a fraction of the cost of big-budget campaigns. This fifth edition—the most extensively revised edition yet—includes: Dozens of compelling case studies with revisions Real-world examples of content marketing and inbound marketing strategies and tactics A fresh introduction A new chapter on sales and service Coverage of the latest social media platforms, including Periscope, Meerkat, and Snapchat The New Rules of Marketing & PR is an unparalleled resource for entrepreneurs, business owners, nonprofit managers, and all of those working in marketing or publicity departments. This practical guide shows how to devise successful marketing and PR strategies to grow any business. David Meerman Scott is a marketing strategist, bestselling author of ten books—including three international bestsellers—advisor to emerging companies such as HubSpot, and a professional speaker on marketing, leadership, and social media. Prior to starting his own business, he was marketing VP for two publicly traded US companies and was Asia marketing director for Knight-Ridder, at the time one of the world's largest information companies. |
| eloqua marketing automation platform: Oracle CX Cloud Suite Kresimir Juric, 2019-03-30 Gain a complete overview of Oracle CX Cloud Suite and its tools for functions ranging from marketing to sales and commerce to service Key FeaturesMake optimal use of your Oracle CX Cloud Suite to improve business resultsAchieve improved customer insights through Oracle CX’s advanced capabilitiesLearn how to design a CX solution architectureBook Description Oracle CX Cloud offers features and capabilities that help companies excel at sales, customer management, and much more. This book is a detailed guide to implementing cloud solutions and helping administrators of all levels thoroughly understand the platform. Oracle CX Cloud Suite begins with an introduction to high-level Oracle architecture and examines what CX offers over CRM. You’ll explore the different cloud-based tools for marketing, sales, and customer services, among others. The book then delves into deployment by covering basic settings, setting up users, and provisioning. You’ll see how to integrate the CX suite to work together to interact with the environment and connect with legacy systems, social connectors, and internet services. The book concludes with a use case demonstrating how the entire Oracle CX Suite is set up, and also covers how to leverage Oracle ICS and Oracle CX Cloud for hybrid deployment. By end of the book, you will have learned about the working of the Oracle CX Cloud Suite and how to orchestrate user experience across all products seamlessly. What you will learnDifferentiate between Oracle CRM and CX Cloud suitesExplore a variety of Oracle CX Cloud tools for marketing and salesSet up users and database connections during deploymentEmploy Cloud Suite CX tools to aid in planning and analysisImplement hybrid Oracle CX solutions and connect with legacy systemsIntegrate with social media connectors like Facebook and LinkedInLeverage Oracle ICS and Oracle CX Suite to improve business resultsWho this book is for This book is for administrators who want to develop and strengthen their Oracle CX Cloud Suite skills in the areas of configuration and system management. Whether you are a new administrator or an experienced professional, this book will enhance your understanding of the new Oracle CX features. |
| eloqua marketing automation platform: AI in Digital Marketing Maria Johnsen, 2024-08-19 This book presents a comprehensive and innovative exploration of the role of Artificial Intelligence (AI) in the digital marketing arena. It begins with historical context and fundamental AI principles, and subsequently, details AI's applications across a spectrum of areas, including data analytics, content creation, customer targeting, Search Engine Optimization (SEO), Pay Per Click (PPC) advertising, Social Media Marketing (SMM), and Email Marketing. A distinctive feature lies in the author's extensive real-world experience, providing many useful business applications of AI. The book is designed for marketing professionals, business executives, educators, and students, and offers numerous examples and case studies. |
| eloqua marketing automation platform: Making Rain with Events Scott Ingram, Allison Saget, Matt Heinz, Thom Singer, Frannie Danzinger, Mark Organ, Tim Hayden, Shawn Lacagnina, Anita Covelli (Wehnert), Brian Kardon, Debbie Qaqish, 2014-08-09 Every marketing executive who invests in events as part of their marketing mix should do themselves a favor and read this book. -Joe Pulizzi, Founder of the Content Marketing Institute, and Host of Content Marketing World Scott Ingram has brought together some of the top ideas, and best practices from a team of modern marketing experts. Learn how to create an integrated event marketing strategy where the results look like 1+1+1=10 Peter Micciche, Certain Adding the final link in your integrated marketing chain Allison Saget, Author of The Event Marketing Handbook Get beyond event logistics and get revenue results Matt Heinz, Heinz Marketing Connect your content marketing and event marketing strategies Thom Singer, The Conference Catalyst Set the tone for connecting Mark Organ, Influitive Mobilize your advocates Tim Hayden, TTH Strategy Leverage events as mobile moments Frannie Danzinger, Bizo Get more value from sponsors, and win when you're the sponsor Shawn Lacagnina, Skyline Maximize your trade show investments Anita Covelli (Wehnert), ReadyTalk Incorporate webinars into your event marketing mix Brian Kardon, Lattice Engines Improve event results with predictive marketing Debbie Qaqish, The Pedowitz Group Understand your event marketing maturity and how to get to the next level |
| eloqua marketing automation platform: Inbound Marketing For Dummies Scott Anderson Miller, 2015-09-15 Don't chase business—bring new customers to you! Outdated sales tactics have you chasing leads and fishing for new business. In today's competitive world, nobody has time for that! Inbound Marketing For Dummies is a one-stop-shop for everything you need to know about inbound marketing techniques that attract the attention of your target audience. Whether you have a small or large business, this approachable text offers insight into creating, executing, promoting, and measuring inbound marketing tactics through easy-to-follow instructions on setting up and implementing a new strategic approach. With the information in this book, you can increase brand awareness, enhance brand loyalty, engage with target audience members, and attract new buyers all by leveraging your website, social media, blog, and other resources that are, most likely, already at your fingertips. A breath of fresh air brought on by the Digital Age, inbound marketing is a holistic, data-driven marketing approach that calls upon digital-based resources, such as your website, social media platforms, blogging, search engine optimization, etc., to establish your company as an authority in its industry—and to help customers find you, instead of require your sales team to chase after each and every customer. Build a reliable inbound marketing team Develop deeper relationships with your customers Convert inbound traffic into revenue Combine inbound and outbound marketing strategies to optimize your business' resources Inbound Marketing For Dummies is an essential guide for anyone looking to leverage tried and true inbound marketing strategies within their business. |
| eloqua marketing automation platform: Lead Generation For Dummies Dayna Rothman, 2014-03-07 Learn how to get your message heard above the online noise The buying process is greatly changed. With the Internet, the buyer is in charge. If your product is going to compete, you need to master 21st century lead generation, and this book shows you how. It's packed with effective strategies for inbound and outbound marketing tactics that will generate leads in today's market. You'll learn the basics of lead generation, inbound and outbound marketing, lead nurturing, ways to track ROI, and how to score leads to know when one is hot. Follow the steps to create your own personalized lead generation plan and learn how to sidestep common pitfalls. Lead generation involves a strategy for generating consumer interest and inquiry into your product as well as a process for nurturing those leads until each is ready to buy Techniques include content marketing through websites, blogs, social media, and SEO as well as outbound marketing strategies such as e-mail, PPC ads, content syndication, direct mail, and events This book explores the basics of lead generation, inbound and outbound marketing, lead nurturing, tracking ROI on campaigns, lead scoring techniques, and ways to avoid many common pitfalls Provides steps you can follow to create your own personalized lead generation plan Lead Generation For Dummies is the extra edge you need to compete in today's technologically enhanced marketplace. |
| eloqua marketing automation platform: Obsessed Marc Bresseel, Renout van Hove, 2019-12-02 Being obsessed with positive change and ideas can propel us to extraordinary achievements and can be a fantastic positive driver of change. In the age of AI wired consumers with irrationally high demands, we need to be obsessed with creating smooth, differentiated, relevant, exciting customer experiences and frictionless customer services. Any of those interactions should be driven by customer data - the pulse of every customer’s unique heartbeat, and an organisation that has adopted new methodologies, processes, and technology platforms. In Obsessed, we demystify the complex world of data and sales and marketing technology. We answer questions like: How do you build a data culture and strategy? How can you be more intentional about the technology foundation you choose to improve your marketing and sales engine across the customer lifecycle. How do you create an obsession for the right metrics that focus on value? How do you infuse Artifical Intelligence capabilities into your organization? Can you see GDPR as an enabler? Finally, we need a cultural paradigm shift in dealing with marketing technology and applying it to marketing and sales scenarios. An obsession with long term thinking and customer relationships based on value rather than short term. And that’s when you truly start rebooting your revenue engine. ABOUT THE AUTHOR Marc Bresseel started his professional career at IBM and subsequently grew further while at Microsoft. He was fortunate to kick off the Microsoft online services MSN, Hotmail, and Messenger as one of the early internet pioneers in Belgium. He managed the sales and marketing activities for MSN and Microsoft online services in the EMEA markets and became Global CMO for Microsoft Advertising. After sixteen years at Microsoft, Marc managed the top 14 markets for IPG Mediabrands. In 2014 he became a founding partner of Duval Union, an organization that provides business & marketing consulting, and marketing & communication execution to brands. |
| eloqua marketing automation platform: The Complete Guide to B2B Marketing Kim Ann King, 2015-03-23 To succeed at B2B marketing today, you must excel across all areas: from getting your message out, to generating demand, to enabling sales teams. New technologies and new techniques make excellence possible. Now, top B2B marketer Kim Ann King brings together all the best practices and tools you need to make excellence real. In The Complete Guide to B2B Marketing , King helps you succeed by focusing on the three pillars of cutting-edge B2B marketing: automation, personalization, and experimentation. Drawing on her pioneering experience at companies like Akamai and Open Market, King shows how to: Systematically assess your context and customer, via personas, profiles, and other powerful techniques Choose among today's panoply of marketing options, tools, and techniques Build a more agile B2B marketing organization, and link its goals more tightly to strategy More accurately estimate marketing spend and ROI Systematically optimize demand generation and many other key functions Leverage higher-value approaches to web/mobile, SEO, and customer community-building Gain more value from corporate standards and your creative services vendors Discover what worked and what didn't, and use this knowledge to improve more quickly You'll find comprehensive, actionable resources, including best-practices checklists for every tactic, vendor checklists for evaluating new marketing technologies, a complete corporate marketing plan outline, and a start-to-finish marketing communications case study. If you're a B2B marketer, you'll find The Complete Guide to B2B Marketing invaluable - whatever your company's size, product, service, or industry. |
| eloqua marketing automation platform: How to Work with A Digital Marketing Agency Hassan Bawab, 2014-02-10 Let s Get to Work! In this book, Hassan gets right down to business with helping you navigate the accelerating, exhilarating world of marketing automation. You’ll find out: What you should be doing today with marketing automation and why working with a digital agency is inescapable The right process and best practices for working with a digital marketing agency Detailed strategies to take before, during and after your engagement with an agency How marketing automation will propel us into the future Any company, no matter what industry, that works with a digital marketing agency or plans to, will benefit from this insightful and entertaining guidance. |
| eloqua marketing automation platform: Complete B2B Online Marketing William Leake, Lauren Vaccarello, Maura Ginty, 2012-07-24 Learn to take full advantage of search and social media for B2B marketing Business-to-business marketers have been slow to enter the online marketing arena, but now that the impact of search and social media marketing in the consumer marketplace is clearly documented, B2B marketers are ready for a complete guide to making the most of the medium. Written by experts with first-hand knowledge of the field, this book clearly explains how to leverage today's search engine marketing and social media technologies to get, nurture, and convert leads. Topics include strategy, branding, monitoring, resource allocation, and much more. B2B marketers need detailed, practical guidelines and strategies for how best to gain, nurture, and convert leads using today's Internet technologies and strategies This ultimate how-to guide examines strategic and branding considerations, search engine optimization techniques, and how to maximize the impact of banner ads and landing pages Explains how to use social media listening and monitoring tools, how to engage visitors, and how to allocate resources to ensure success Covers measuring results, improving web site usability, using metrics, and nurturing leads Skilled B2B marketers who are ready to take advantage of all that online marketing has to offer will find this guide provides exactly the know-how they need. |
| eloqua marketing automation platform: Using Computer Science in Marketing Careers Carla Mooney, 2019-07-15 Today, successful business professionals require both business and technology skills. In the marketing industry, professionals with computer science skills can pursue many career opportunities, from planning a company's digital marketing strategy to managing their e-commerce platform to drive online sales. This insightful book examines careers that combine interests in computer science and marketing, highlighting different jobs, educational requirements, and job search tips. By reading profiles of real jobs in the marketing industry, readers can be inspired by the success stories of people who blend a passion for computer science with a career in marketing. |
| eloqua marketing automation platform: B2B Marketing Toni J. Young, 2024-01-10 Welcome to a journey through the dynamic and ever-evolving world of B2B marketing. In this book, you delve deep into the strategies, tools, and insights that are reshaping how businesses connect, engage, and grow in the digital age. Whether you're a seasoned marketer, a business leader, or someone stepping into the vast universe of B2B marketing, this book is your compass to navigate the complex terrain of modern marketing practices. |
| eloqua marketing automation platform: Marketing with AI For Dummies Shiv Singh, 2024-10-01 Stay ahead in the marketing game by harnessing the power of artificial intelligence Marketing with AI For Dummies is your introduction to the revolution that’s occurring in the marketing industry, thanks to artificial intelligence tools that can create text, images, audio, video, websites, and beyond. This book captures the insight of leading marketing executive Shiv Singh on how AI will change marketing, helping new and experienced marketers tackle AI marketing plans, content, creative assets, and localized campaigns. You’ll also learn to manage SEO and customer personalization with powerful new technologies. Peek at the inner workings of AI marketing tools to see how you can best leverage their capabilities Identify customers, create content, customize outreach, and personalize customer experience with AI Consider how your team, department, or organization can be retooled to thrive in an AI-enabled world Learn from valuable case studies that show how large organizations are using AI in their campaigns This easy-to-understand Dummies guide is perfect for marketers at all levels, as well as those who only wear a marketing hat occasionally. Whatever your professional background, Marketing with AI For Dummies will usher you into the future of marketing. |
| eloqua marketing automation platform: Digital Analytics for Marketing A. Karim Feroz, Gohar F. Khan, Marshall Sponder, 2024-01-25 This second edition of Digital Analytics for Marketing provides students with a comprehensive overview of the tools needed to measure digital activity and implement best practices when using data to inform marketing strategy. It is the first text of its kind to introduce students to analytics platforms from a practical marketing perspective. Demonstrating how to integrate large amounts of data from web, digital, social, and search platforms, this helpful guide offers actionable insights into data analysis, explaining how to connect the dots and humanize information to make effective marketing decisions. The authors cover timely topics, such as social media, web analytics, marketing analytics challenges, and dashboards, helping students to make sense of business measurement challenges, extract insights, and take effective actions. The book’s experiential approach, combined with chapter objectives, summaries, and review questions, will engage readers, deepening their learning by helping them to think outside the box. Filled with engaging, interactive exercises and interesting insights from industry experts, this book will appeal to undergraduate and postgraduate students of digital marketing, online marketing, and analytics. Online support materials for this book include an instructor’s manual, test bank, and PowerPoint slides. |
| eloqua marketing automation platform: The New Rules of Marketing & PR David Meerman Scott, 2024-08-15 The updated ninth edition of the pioneering guide to generating attention for your idea or business, jam-packed with new AI techniques and fresh stories of success As the ways we communicate continue to evolve, keeping pace with the latest technology—including generative artificial intelligence (AI) like ChatGPT—can seem an almost impossible task. How can you keep your product or service from getting lost in the digital clutter? The ninth edition of The New Rules of Marketing and PR offers everything you need to speak directly to your audience, make a strong personal connection, and generate attention for your business. An international bestseller with half a million copies sold in twenty-nine languages, this revolutionary guide gives you a proven, step-by-step plan for deploying the power of social media, AI, and content to maintain your competitive advantage and get your ideas seen and heard by the right people at the right time. You'll discover the latest approaches for highly effective public relations, marketing, and customer communications—all at a fraction of the cost of traditional advertising! The latest edition of The New Rules of Marketing and PR has been completely revised to present highly effective strategies and tactics to help you get found by your buyers. The most important and comprehensive update to this international bestseller yet shows you details about the pros and cons of using generative AI, the most significant development in modern marketing and public relations since the first edition of this book was published back in 2007. The definitive guide on the future of marketing used as a primary resource in thousands of companies and hundreds of university courses, this must-have resource will help you: Incorporate the new rules that will keep you ahead of the digital marketing curve Make your marketing and public relations real-time by incorporating techniques like newsjacking to generate instant attention exactly when your audience is eager to hear from you Gain valuable insights through compelling case studies and real-world examples, showing you how to use the latest AI tools without losing the personal touch in your communications WThe ninth edition of The New Rules of Marketing and PR: How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly is the ideal resource for entrepreneurs, business owners, marketers, PR professionals, and managers in organizations of all types and sizes. |
| eloqua marketing automation platform: Account-Based Marketing For Dummies Sangram Vajre, 2016-04-25 Grow your account list with an effective account-based marketing strategy Buyers have changed the B2B marketing game. Account-Based Marketing For Dummies is here to give you the tools to transform your current approach to find, reach, and engage with your potential customers on their terms to meet their ever-changing demands. Packed with expert tips and step-by-step instructions, this book shows you how to analyze current data to identify the accounts with the biggest ROI opportunities and execute effective, account-specific techniques that get results. This practical guide takes the intimidation out of account-based marketing in today's highly digitized world. You'll be armed with the knowledge you need to increase your reach in real time, giving you greater exposure to other decision-makers and influencers within an account. You'll discover how, through a combination of marketing technology and online advertising, your messages can be displayed where and when your customers already engage online. Align your sales and marketing teams for greater success in your ABM efforts Analyze data to identify key accounts Target your messages for real-time interaction Integrate your campaign with marketing automation software If you're a member of a sales or marketing team already using a CRM tool who's looking to increase your reach, Account-Based Marketing For Dummies has you covered! Account-Based Marketing For Dummies clears away the confusion surrounding this much-hyped topic. It offers simple, direct explanations of what account-based marketing is, why it's important, and how to do it. Any business marketing professional will benefit from a look at this book. —David Raab, Founder at Raab Associates If you're reading this book and just getting started with ABM, welcome to the future of what b-to-b marketing can be: insight-led, technology-enabled and, above all, customer focused. Our clients are delighted with the business impact they deliver using account-based marketing, and you will be, too. —Megan Heuer, Vice President and Group Director, SiriusDecisions Like a Hollywood agent, marketing's job is to get sales the 'audition,' not the part. Account-based marketing is the key to maximizing the number of the 'right' auditions for your sales team, and Account-Based Marketing For Dummies explains how. —Joe Chernov, VP of Marketing at InsightSquared Ever-advancing marketing technology is enabling a new generation of sales and marketing strategies to thrive, changing the playing field for companies of all sizes. This modern wave of account-based marketing has tremendous potential to improve your business, and Sangram Vajre is an insightful and enthusiastic guide to show you how. —Scott Brinker, Author of Hacking Marketing Account-based marketing is shifting how businesses use customer insights to capture more upmarket revenue. This book teaches a new wave of data-driven marketers how to embrace an enlightened quality-vs-quantity approach and execute a scalable ABM strategy that delivers real results. —Sean Zinsmeister, Senior Director of Product Marketing, Infer The book may be titled '...for dummies', but ABM is proving to be a smart approach for B2B marketers charged with generating sales pipeline and acquiring and delighting customers. Use this book to help you get started and advance your account-based marketing strategies and tactics that will thrill your sales colleagues, executive team and customers alike. —Scott Vaughan, CMO, Integrate |
| eloqua marketing automation platform: The SAGE Handbook of Digital Marketing Annmarie Hanlon, Tracy L. Tuten, 2022-06-10 Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing Part 2: Methodologies and Theories in Digital Marketing Part 3: Channels and Platforms in Digital Marketing Part 4: Tools, Tactics and Techniques in Digital Marketing Part 5: Management and Metrics in Digital Marketing Part 6: Ethical Issues in Digital Marketing |
| eloqua marketing automation platform: Digital Marketing Ira Kaufman, Chris Horton, 2014-10-17 Digital Marketing: Integrating Strategy and Tactics with Values is an easy-to-understand guidebook that draws on the latest digital tactics and strategic insights to help organizations generate sustainable growth through digital integration. It provides a roadmap to adopt a digital mindset, incorporate digital trends strategically, and integrate the most effective digital tactics and tools with core values to achieve competitive advantage. Bringing the reader through its five-step Path to Digital Integration (Mindset, Model, Strategy, Implementation, and Sustainability), Digital Marketing seeks to Outline the key drivers of change and leading digital marketing trends executives need to understand and incorporate to drive business opportunity. Evaluate the digital channels and technologies management teams can leverage to execute a successful Integrated Digital Marketing strategy. This includes insight into the latest digital tactics (website, social, mobile, search, content, and email marketing; data analytics) and social tools (Facebook, Twitter, YouTube, LinkedIn, Instagram, Pinterest, and Google Plus). Discover the impact of digital transformation on the organization, from the effect of digital tactics on the customer experience (CX) to the value of integrating internal digital strategies to facilitate collaboration and innovation. Guide aspiring leaders on how to combine core values and business goals with progressive digital strategies, tactics, and tools to generate sustainable outcomes for all stakeholders. This interactive guidebook provides a truly Connected Digital Experience (CDE): the Zappar augmented reality mobile app allows the reader to activate the Discover More and Play Video icons found throughout the book, instantly connecting the reader, via their mobile device, to additional content housed on our companion website, Digital Marketing Resource Center (www.dmresourcecenter.org). Play Video icons incorporate point-in-time video commenting solution Vusay to enable interactive social conversations around each video. Digital Marketing is the ideal guide for aspiring leaders – executives, instructors, owners, entrepreneurs, managers, students – at all stages of digital literacy. To request access to the resources in the Digital Marketing Resources Center, please contact Ira Kaufman at ira@entwinedigital.com. |
| eloqua marketing automation platform: Visual Content Marketing Stephen Gamble, 2016-04-18 Your ticket to generating better results through infographics Visual Content Marketing is a more than just a guide to infographics. Written for business people dealing with complex offerings, this is a hands-on, in-the-trenches guide to leveraging this emerging medium to reach bottomline business goals. Uniquely, this book addresses the full range of visual solutions, with an emphasis on using these products to create real business value. Inside, you'll learn the ins and outs of infographics, interactive pictograms, video, animations, data-driven visualizations, and other conversion-generating graphical content. Get inspired by the groundbreaking examples showcased here, and learn how to manage every aspect of visual content, from sourcing suppliers to leveraging content on the appropriate media platforms. Author Stephen Gamble is a leader in visual marketing solutions, with over twenty years of experience in the industry. Thousands look to his firm, Frame Concepts, for insider tips on generating revenue with the help of innovative graphics. This insider knowledge is at your fingertips in Visual Content Marketing. To meet your demanding business goals, you need new ideas. This book will show you how to infuse visual content where and when it counts. Generate high-quality leads and revenue with infographics, video, data visualizations, and more Identify the visual marketing and engagement strategies that will work for your business Source and manage talented content suppliers who will deliver on your strategic vision Integrate eye-popping visual solutions to update your brand and achieve your business goals Focusing on the visual is the secret to success in the effort to win customer engagement and attention. Visual Content Marketing is applicable to every business function and industry. With this book, you have the start-to-finish information you need to leverage visual solutions to great effect. |
| eloqua marketing automation platform: Smart Marketing With the Internet of Things Simões, Dora, Barbosa, Belem, Filipe, Sandra, 2018-07-20 The internet of things (IoT) enhances customer experience, increases the amount of data gained through connected devices, and widens the scope of analytics. This provides a range of exciting marketing possibilities such as selling existing products and services more effectively, delivering truly personalized customer experiences, and potentially creating new products and services. Smart Marketing With the Internet of Things is an essential reference source that discusses the use of the internet of things in marketing, as well as its importance in enhancing the customer experience. Featuring research on topics such as augmented reality, sensor networks, and wearable technology, this book is ideally designed for business professionals, marketing managers, marketing strategists, academicians, researchers, and graduate-level students seeking coverage on the use of IoT in enhancing customer marketing outcomes. |
| eloqua marketing automation platform: Superior Customer Value Art Weinstein, D. Hank Ellison, 2012-02-24 A customer-centric culture provides focus and direction for the organization, ensuring that exceptional value will be offered to customers this, in turn, results in enhanced market performance. Unfortunately, caught up in the daily economic and competitive pressures of running complex and fast-changing businesses, managers may lose sight of custo |
| eloqua marketing automation platform: Newsjacking David Meerman Scott, 2011-11-07 IN A 24/7/365, SECOND-BY-SECOND NEWS ENVIRONMENT, SAVVY OPERATERS REALIZE THERE ARE NEW WAYS TO GENERATE MEDIA ATTENTION. The rules have changed. The traditional PR model—sticking closely to a preset script and campaign timeline—no longer works the way it used to. Public discourse now moves so fast and so dynamically that all it takes is a single afternoon to blast the wheels off someone’s laboriously crafted narrative. Enter newsjacking: the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business. It creates a level playing field—literally anyone can newsjack—but, that new level favors players who are observant, quick to react, and skilled at communicating. It’s a powerful tool that can be used to throw an opponent or simply draft off the news momentum to further your own ends. In Newsjacking, marketing and PR expert and bestselling author David Meerman Scott offers a quick and punchy read that prepares you to launch your business ahead of the competition and attract the attention of highly-engaged audiences by taking advantage of breaking news. Newsjacking will provide you with: Tools that you can use to monitor the news Case studies and examples that demonstrate how to strike at the right time Information on how to make your content available online for journalists to find The potential risks of newsjacking Keys to developing the real-time mindset required to succeed with the strategies presented in the book Newsjacking is powerful, but only when executed in real-time. It is about taking advantage of opportunities that pop up for a fleeting moment then disappear. In that instant, if you are clever enough to add a new dimension to the story in real-time, the news media will write about you. |
| eloqua marketing automation platform: The Marketing Performance Blueprint Paul Roetzer, 2014-07-23 Discover what's possible when the art and science of marketing collide The Marketing Performance Blueprint is an actionable and innovative guide to unlocking your potential as a marketer and accelerating success for your business. With an eye toward the marketing industry's rapid evolution, this book focuses on the processes, technologies, and strategies that are redefining the marketing environment. Step by step, you will learn how to build performance-driven organizations that exceed ROI expectations and outpace the competition. Companies are demanding a more technical, scientific approach to marketing, and this guide provides the key information that helps marketing professionals choose the right tools and recruit the right talent to more effectively build brand, generate leads, convert sales, and increase customer loyalty. Marketers are facing increased pressure to connect every dollar spent to bottom-line results. As the industry advances, the tremendous gaps in talent, technology, and strategy leave many professionals underprepared and underperforming. The Marketing Performance Blueprint helps bridge those gaps: Align marketing talent, technology, and strategy to reach performance goals Drive digital marketing transformation within your organization Recruit, train, and retain a modern marketing team Propel growth through digital-savvy marketing agency partners Adapt more quickly to marketing technology advancements Create connected customer experiences Turn marketing data into intelligence, and intelligence into action Devise integrated marketing strategies that deliver real business results The marketers who will redefine the industry in the coming months and years will never stop challenging conventional knowledge and solutions. Whether in terms of evolved talent, advanced technology, or more intelligent and integrated strategies, these driven professionals will be in demand as the pioneers of the new marketing era. The Marketing Performance Blueprint helps marketers blaze a trail of their own by providing a roadmap to success. |
| eloqua marketing automation platform: Marketing Communications PR Smith, Ze Zook, 2019-12-03 The authors have the uncommon knack of taking the complex and explaining it in a clear, compelling way. I recommend it if you want to learn the principles of strategic communications and get structured suggestions to create better campaigns. Dave Chaffey, Co-founder and Content Director, Smart Insights This book has the strongest focus of online and offline integration of any marketing communications textbook. A blended approach to marketing is in its DNA. Compared to the competition that too often uses a bolts-on approach to integration, this book is essential for giving students the precise skills employers will look for - to be able to implement genuinely integrated marketing campaigns. This new, seventh edition combines professional and academic expertise to ground big picture theory into real-world case studies, drawing from cutting-edge global companies like Snapchat and Spotify, that will teach students the why behind the how. With increased focus on social media and the latest digital technologies, this new edition will teach students: - How AI, the Internet of Things, Big Data, AR/VR and marketing automation can be used successfully in campaigns - The opportunity and risks of social media - How to navigate ethical and data management challenges - How to use the current preferred digital marketing tools and technology Covering the key themes of customer engagement, experience and journey, this book will allow students to become truly confident working in an environment of ongoing technological transformation. |
| eloqua marketing automation platform: Big Data: Concepts, Methodologies, Tools, and Applications Management Association, Information Resources, 2016-04-20 The digital age has presented an exponential growth in the amount of data available to individuals looking to draw conclusions based on given or collected information across industries. Challenges associated with the analysis, security, sharing, storage, and visualization of large and complex data sets continue to plague data scientists and analysts alike as traditional data processing applications struggle to adequately manage big data. Big Data: Concepts, Methodologies, Tools, and Applications is a multi-volume compendium of research-based perspectives and solutions within the realm of large-scale and complex data sets. Taking a multidisciplinary approach, this publication presents exhaustive coverage of crucial topics in the field of big data including diverse applications, storage solutions, analysis techniques, and methods for searching and transferring large data sets, in addition to security issues. Emphasizing essential research in the field of data science, this publication is an ideal reference source for data analysts, IT professionals, researchers, and academics. |
| eloqua marketing automation platform: DIGIPEDIA Deepa Sayal, 2019-10-09 The technology adoption on the information highway is supersonic. Digital is perhaps at the crux of this metamorphosis as Digital Transformative best practices hold the centrestage in this decade. Understanding the Digital best practices and strategies would not only open the doors to a number of opportunities but also help understand as to how do we integrate, synergise, blend all the mixes in this concoction in the right proportion along with other factors in order to achieve the best deliverables. This book not only talks of Digital marketing but many of its advanced versions and combinations, that we see soon in the impending decade, albeit in different versions. Whether you are an Individual, entrepreneur, media marketer, brand marketer or a student, this book will help you build your brand. You could Scale your business regionally, nationally and globally. What’s even interesting is that you choose your audience, you choose the genre and You could also generate volumes of customers, converse with them, educate them about your product and engage them like never before. So let’s do this journey together and see where does all this head to? There are plenty of examples that I have cited to understand and comprehend the Digital Transformative practices better. It answers questions such as: Imagine what the Digital world would look like ten years down the lane? What call for a great Digital Marketing strategy? The Role of Data and how it is going to evolve? Would artificial intelligence change digital dynamics? Would it eliminate jobs? What’s the secret and underlying principles to building a great digital business? How deep-seated is Virtual Reality going to become? The role of chatbots in the times to come? |
| eloqua marketing automation platform: Innovative HR and Marketing Strategies for Business Dr. R Rajkumar, 2024-08-07 Innovative HR and Marketing Strategies for Business provides a comprehensive framework for integrating human resource management and marketing to drive business growth. Covering ten key areas, the book explores topics such as modern HR innovations, digital transformation, talent acquisition, employee engagement, and cutting-edge marketing strategies like content marketing, storytelling, and data-driven decision-making. The book highlights the growing need for collaboration between HR and marketing teams to create seamless employer and customer branding. By leveraging technology, agile practices, and cross-functional collaboration, businesses can enhance both employee and customer experiences. Ideal for HR professionals, marketing executives, business leaders, and entrepreneurs, this book offers actionable insights and strategies to navigate the complexities of today’s business environment. Whether readers are looking to innovate in their talent management approaches or improve your marketing tactics, this book provides the tools and frameworks to position organization for long-term success. |
| eloqua marketing automation platform: Internet Marketing, Start-to-finish Catherine Juon, Dunrie Allison Greiling, Catherine Buerkle, 2011 This book is designed to help companies view Internet marketing strategically, bring together marketing, sales and operations functions that were previously separate and siloed, and systematically capture and apply data to drive dramatic improvements in performance. Drawing on their extensive experience with enterprise clients, Catherine Juon and Dunrie Greiling show how to implement a more iterative, measurable, and repeatable approach to Internet marketing, gain better information about which online strategies are working best, deliver better-qualified leads to sales, build an online sales engine to track every customer relationship from the very outset - and, above all, grow profits. Rather than covering individual Internet marketing tools in isolation, they show how to integrate the full strategic toolkit: social media, pay-per-click, Google AdWords, SEO, site usability, Google Analytics, audience analysis, CRM, lead generation, site navigation optimization, and more. Readers learn how to use metrics and data analysis far more effectively to inform adjustments in both long-term strategy and short-term tactics. Along the way, the authors offer new solutions to challenges discussed in no other book - including the challenges of marketing, advertising, and pricing when Google flattens all channels and geographies into a single gigantic marketplace |
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