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Wrapping up Eloqua Experience 10 in Europe

July 13, 2010 11:35 AM | By Stuart Wheldon
It was fantastic to see a full house at Eloqua Experience 10 in London. With an inspiring view across The City from Altitude 360 at Millbank Tower, it was a great opportunity for Eloqua users throughout Europe to meet their colleagues from other geographies, their peers in other companies, and Eloqua’s executive team.  Attendees were able to learn the latest techniques implementing marketing automation campaigns to not only drive marketing success, but also generate revenue for their organisations.  This convergence – the nexus of marketing and revenue – formed the substantive backdrop of the event, a message that resonated most...
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Marketing automation: The rise of the machines?

February 5, 2010 8:53 AM | By Joel Harrison
‘Automation’ is a word that could strike fear into the minds of the average cinema-goer, back in the golden age of science fiction last century. It conjured up images of soulless robots, marching relentlessly to subjugate us under their tyrannous regime and enslave or kill us... It’s a theme that starts with Metropolis and runs right through to The Terminator and The Matrix – more recently revived by David Tennant in Doctor Who. So when we add the word ‘automation’ to marketing, should we be fearful? Are marketers about to be replaced by a wave of sinister robots hell bent...
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Is Breast Always Best?

October 26, 2009 5:16 PM | By John Williams
That was indeed the question I mulled over when travelling home from the recent B2B Marketing conference on lead generation. It’s not often that I think about breasts, and that may have been the result of too much wine, but the parallels between lead nurturing and breast feeding suddenly struck me. You see, there is a line. Like breast feeding, you can nurture for too long and before you know it you’re the subject of a Channel 4 documentary with two seven year olds clamped limpet-like to your teats. You enjoy the contact, the interaction, the reliance and it makes...
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Traditional marketing is dead, long live cheap digital marketing - not that old chestnut again!

September 22, 2009 5:51 PM | By James Farmer
I was just on our B2B Marketing LinkedIn Group (a plug already!) and I read a response to a question I have heard a lot lately. “Where do I put my marketing spend in 2010?” Do I keep a good mix or bin traditional marketing in favour of digital, as it’s cheaper. The thing is, in today’s market I think this general talk of shifting away from traditional spend to digital is already outdated. “Digital” is not new anymore, I know we’re not yet hanging out with Star Trek's Captain Picard but come on; we’re online most of the day...
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SaaS, social media and the economics of smart buyers

September 8, 2009 1:46 PM | By Stuart Wheldon
There are a few trends in the industry that are worth commenting on in that they relate in a very interesting way. Economics shifts towards renewal/retention: Software-as-a-Service and subscription-based revenue models in other industries have shifted the economic weight away from the upfront sale and towards the renewal in those businesses. Information access becomes free: The information resources available on the Internet have put buyer education in the hands of buyers, allowing them to educate themselves more easily than ever before. Brand reputation control shifts to the audience: Social media has taken brand reputation out of the control of marketers...
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