JP DC

J-P is the founder of i-SCOOP. He's a trusted digital transformation consultant. J-P is active on the crossroads of marketing, management, customer service, publishing, digital technologies, psychology, media and IT since 1992.

Marketing automation goes social and so does Marketo

A while back I wrote about Forrester’s Laura Ramos report on the ‘lead management automation’ market. One of the companies that ranked high for lead scoring and nurturing was US-based marketing automation software vendor Marketo. Earlier this week Marketo announced that it has integrated B2B social media capabilities with its lead management solution.

In a press release the company says these capabilities, powered by integrations with third-party social media solutions such as Salesforce for Twitter and Helpstream’s Social CRM Suite, allow marketers to monitor conversations on social sites such as Twitter and to use that information in lead nurturing, lead scoring, lead segmentation and trigger-based email marketing.

A simple example: when a prospect tweets a request for more information, Marketo can now track the Twitter conversation as a Marketo activity, give it a lead score, augment the lead’s profile, and trigger the appropriate follow-up and lead nurturing campaigns.

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How does my customer behave online: the Eloqua point of view

How do you call the customer that finds you and decides when he wants to talk to you or get information from you? I called him the ‘pull’ customer before myself and when we look at how he behaves online, we talk about his ‘digital footprints’.

Another nice way of looking at the digital behavior and footprints of the online customer comes from US-based marketing automation and lead management vendor Eloqua.

The company coined a new concept, which is called the Digital Body Language™ (yes, it is indeed trademarked). Eloqua came with it in a report, called “Digital Body Language, reading and responding to your prospects’ buying behaviour in the Web 2.0 world”.

In brief Eloqua says in the report that in B2B sales the face-to-face contact always was very important and that such a sales contact consisted, besides the ‘talk’, of a lot of body talk. The best sales persons were those that were able to read the ‘buying signs’ and body language of their buyers.

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