Adrian Chang, Director of Customer Programs at Oracle Marketing Cloud on Trends to Watch for 2017 [Podcast]

We are so excited to bring you a new episode of Stack & Flow with our latest guest, Adrian Chang. He is the Director of Customer Programs at Oracle Eloqua, where he has worked for nearly ten years, and is a marketing automation pro. Obviously no stranger to the ever-evolving world of martech, Adrian helps the hosts break down this year’s Gartner Hype Cycle for Digital Marketing and Advertising, including why companies are investing more in technologies that will help marketers deliver the best of the brand with customer data. He also shares how to get started with machine learning, and what trends will be big in 2017.

The State of B2B Software Reviews, Martech Growth and the G2 Stack [Podcast]

G2Crowd is disrupting the traditional analyst quadrants. The online B2B software review company has built an impressive community made up of over 100,000 crowdsourced reviews from real-life users, then turns those thousands of data points into trend reports, a la Gartner and Forrester. In this episode of Stack & Flow, G2’s Chief Marketing Officer, Adrienne Weissman, shares her thoughts on how consumer review sites have helped to shape the B2B software buyer’s expectations, what the relatively young company is doing to drum up demand generation, and why good project management helps align their sales and marketing team for better ideation and execution.

Infer Grows Partner Ecosystem to Help Marketers Build Best-In-Class Programs

We believe that predictive intelligence serves as the brain of the sales and marketing stack. As such, we partner with technologies all across the stack to make sure it’s easy for our customers to fully power any workflow with predictive for maximum business impact. Today, we’re happy to share that Infer has officially joined the Oracle Marketing AppCloud and Terminus ABM Cloud ecosystems — extending upon our long-term collaboration with companies like Salesforce, Marketo and others.

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The ABM Cloud for Salesforce partner program is helping marketers understand the MarTech software product landscape and select best-in-class tools across functional categories to implement account-based marketing programs at scale. Our integration with Terminus lets marketers measure the quality of their ABM programs in real-time, enabling them to quickly fine-tune messaging and channels for maximum effectiveness and efficiency.

Infer Scores Now Available in Marketo Sales Insights

We’re excited to share that Infer Scores are now integrated with Marketo Sales Insights to give more reps visibility into their best-fit prospects so they can close deals faster. This Marketo view can be fully integrated within Salesforce records, where it displays Infer Scores as easy-to-understand stars and flames to help sales reps to more quickly identify and prioritize the leads that are most likely to convert.

Once Infer is configured with your Marketo instance, any administrator can edit the standard setup for Sales Insights. Infer’s scoring options appear in the drop-down menu of possible scoring fields for configuring this view into Marketo. Customers like Druva are already using the integration to help them predict their highest potential prospects

Melissa Davies for Infer

Infer’s Automated Form Monitor for Marketing Operations

Infer’s Automated Form Monitor, which is a simple WordPress plugin, helps marketing operations teams periodically test their site forms to ensure they’re operating properly.

How to Use Infer’s Automated Form Monitor Plugin

If you’re unfamiliar with installing and activating WordPress plugins, please see this post in the WordPress Codex.

After installing and activating the automated form monitor plugin, you will see an Admin Menu option called Form Monitor (see left screenshot). To begin monitoring your site forms, click the Form Monitor option, then follow these next steps:

 

  1. Download this CSV template.
  2. Double click the .zip file, and open the CSV file in your preferred spreadsheet or text editor (Excel, Numbers, Google Sheets, TextEdit, etc.).
  3. You will see a number of columns in the CSV file. Create and fill out one row for each form you want to monitor.

Introducing Infer Form Monitor: How a Simple Marketing Challenge Sparked Internal Innovation

As it’s often said, necessity is the mother of all invention. Recently, we decided to re-architect our Pardot Marketing Automation, and as part of this project, we began looking for a way to test all of the forms on our website in order to make sure they were working properly. Any Marketing Operations person will tell you that the last thing they want to worry about is whether they are forfeiting leads because of a broken form.

As we looked to the market for a solution to this problem, we were surprised that none existed — and, certainly not one that worked easily with WordPress and Pardot. So, we kicked off an internal project to find a better way to monitor the health of website forms. The result was our brand new Form Monitor, which is a simple WordPress plugin that comes fully integrated with Pardot and can be downloaded on the WordPress marketplace.

In the spirit of idea generation and innovation, we want to share our learnings with our friends in the broader marketing community. So, we sat down with our Senior Director of Product Marketing, Sean Zinsmeister, to learn more about the inspiration for the plugin, how it takes a big load off MOPS, and lessons learned along the way.

Predictive Analytics for B2B Sales and Marketing has Certainly “Crossed the Chasm”

This Q&A with Infer’s Sean Zinsmeister was originally published on MarTech Advisor.i1916_575e6510c2543

Predictive analytics for B2B sales and marketing has certainly “crossed the chasm”, but it’s still in the early adopters phase of the product development lifecycle, and will continue to mature. MarTech Advisor spoke to Infer’s Sean Zinsmeister about the predictive space and Infer’s product strategy.

Consolidation Versus Integration of Predictive Intelligence Platforms

I expect that we’ll see some consolidation, but even more integration as the industry evolves. The reality is that today’s marketing clouds are still fairly immature and cobbled together vs. providing one cohesive cloud. When you look at the predictive movement, there has been a lot of hype and a lot of vendors chasing shiny objects. Our strategy is not to build an all-in-one solution or a walled garden, but rather to deliver an open architecture that can share data, predictions, recommendations and action triggers across any marketing cloud, system of record or other specialized tool (i.e. AdRoll, Outreach, Pardot, Act-On, etc.).

Open architecture is especially important because martech is getting increasingly balkanized by salestech, and the go-to-market stack is expanding. Our approach is to build deeper hooks into engagement systems. This will in turn increase the predictive power of our models and allow us to drive more targeted segmentation, recommend appropriate next-best actions, and ultimately make all of a company’s systems run more efficiently.