Articles By: Marketo

Enterprise Marketing Playbook Series: Lead Generation Metrics

In today’s marketing world, it’s crucial that enterprise marketers not only know how programs are performing, but also possess the data to prove that performance. To demonstrate the effectiveness of their campaigns, marketers need to set the right goals to measure. Read this playbook to learn how to measure and prove marketing ROI to get the proper credit for generating […]

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Enterprise Marketing Playbook Series: Sales and Marketing Alignment

In order for enterprise companies to be successful in today’s economy, sales and marketing teams must be aligned. Both departments must come together to develop strategies, processes and best practices to pave the foundation for collaboration. Understanding what marketing will provide and what to expect from sales is the first step. Use this playbook to begin your aligned lead generation […]

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Forrester Wave: Lead-to-Revenue Management Platform Vendors Q1 2014

Savvy B2B marketing leaders are going beyond revenue performance management to transform marketing into the architect of engagement across the customer life cycle. Lead-to-Revenue Management (L2RM) platform vendors are stepping up with tooling that enables customer-centric, multichannel, personalized marketing — at scale. Companies that have implemented an L2RM automation platform have seen results in both organizational maturity and business impact. […]

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Enterprise Marketing Playbook Series: Lead Generation Testing and Optimization

Enterprise marketers have larger sends and bigger budgets, which increases their need to A/B test new techniques, layouts, and messaging for lead generation campaigns. Optimizing and improving conversion rates can make a big difference in marketing ROI, and lead to proven tactics and techniques organizations can adopt over time. In this Enterprise Playbook, we’ll cover the following lead generation topics: […]

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The Definitive Guide to Marketing Automation

Looking to do better marketing with fewer resources? Our new Definitive Guide to Marketing Automation will show you how you can streamline, automate, and measure marketing tasks so efficiently that you’ll feel like you have an army of marketers at your disposal. You’ll learn: – How marketing automation differs from CRM and email marketing tools – The common features and […]

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