Maria Pergolino

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Maria Pergolino

Maria Pergolino

Marketo
Maria specializes in Inbound Marketing for Marketo, leading efforts in adoption of social media channels for brand awareness and demand generation. She has worked in marketing for over ten years, and specifically in online marketing including social media, search marketing, and lead generation and nurturing for the past six.
  • Marketo’s Demographic Lead Scoring – Some Less Frequently Used Scores
    0 comments 965 reads
    Posted on 2011-11-21

    Lead Scoring isn’t hard, but it does need regular tweaks. We have been adjusting ours every quarter or so for over three years, so I thought I would share some of our less obvious but super important scoring attributes.

    Here are some of the demographics we score that you might not normally consider:

    Bad data. Sometimes people will fill out a form with a first name of 111 or a first name of asdf, causing a mess in your database. How do we mark these leads as bad names? We take off points for the following:

    • First Name contains: 1; 2; 3; 4; 5; 6; 7; 8; 9 (Most of us don’t have a number in our name.)
    • First Name does not contain: a; e; i; o; u; y (You typically have a vowel in the first name, right?) Note: we don’t want to miss people that have abbreviated first names so we don’t take points off if the names are: J.T.; JT; JD; J.D.; RJ; R.J.; JR; J.R.; T.J.; TJ; DJ; D.J.; BJ; B.J.; CJ; C.J., J.J.; JJ; K.T.; KT; P.J.; PJ...
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  • How to Make Sure Your Lead Management Strategy is Kick Arse!
    0 comments 549 reads
    Posted on 2011-11-18

    Every game requires strategy…and managing leads is no different.

    It is not enough for a company to want to increase leads. To be successful, a brand’s leaders must develop a comprehensive plan to win more sales. In other words, businesses need a lead management strategy that kicks arse!

    At its most basic level, lead management is a game with winners and losers. Many companies simply play the game in order to grow their bottom line. When another player wins all of their customers, they don’t understand why. They didn’t invest enough time or thought into planning an unbeatable lead management strategy, so they were left in the dust by brands with a better idea of the game. If more time and energy is invested into a solid plan, a brand’s chances for success can be increased, while reducing its risk of failure.

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  • Lead Generation On The Go: 5 Ways to Innovate Your Mobile Plan
    0 comments 582 reads
    Posted on 2011-11-07

    Mobile is a must in this hand-held device-filled world- even for B2B marketers. Androids, iPhones, iPads, Kindles: Mobile devices are getting more varied and pervasive. Because of this, there are also more and more ways for people to find websites and for brands to realize lead generation opportunities – but only if your mix includes mobile marketing. Check out this round up of mobile lead generation methods:

    Mobile device-enabled websites. The rise of Smartphone technology combined with new consumer habits means that web sites must provide properly formatted content for consumption on mobile devices. Viewing a traditional website design on a mobile device typically just does not work. Enable your website for easy viewing on mobile devices to generate more on-the-go leads.

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  • Keep Your Mobile B2B Marketing on Track in Time for iPhone 5
    0 comments 814 reads
    Posted on 2011-11-04

    When it comes to tech talk, the word on everyone’s lips is “iPhone.” For months now, discussion has centered on the iPhone 5. This included speculation on features, design, and more. When Steve Jobs stepped down from his position as CEO of the company, even more questions arose. What will happen to the iPhone? How will Jobs’ predecessor Tim Cook handle the future of the mobile marketing product?

    Recently, however, Apple did introduce the iPhone 4S. While it is not quite the iPhone 5 people have been expecting, there are still many new features and innovations that can benefit any marketer looking to supplement their mobile marketing plan and stay on top of current tech trends.

    So with the iPhone 4S on the market since October 14th, and with the iPhone 5 still somewhere in the future,  it’s important to make sure you have a developed mobile B2B marketing plan. Here are a few things to keep in mind when implementing or updating your very own mobile plan....

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  • Why B2B Companies Should Use Foursquare
    0 comments 4,704 reads
    Posted on 2011-11-01

    The explosion of social media has effects far beyond how B2Bs market.  Companies everywhere struggle with the question of how to manage their B2B social media efforts and along with that, how much access they should allow their employees to social media while on the job.

    Consider some of these statistics:

    A recent 2011 Robert Half Technology study interviewed 1400 CIOs (chief information officers) of companies with over 100 employees.

    As a follow-up to their 2009 survey, they found the following results with regard to using social networking sites at work:

    • 31% of companies prohibit all access (down from 54% in 2009)
    • 51% of companies permit access for business purposes only (up from 19% in 2009)
    • 14% of companies permit access for limited personal use (down from 16% in 2009)
    • 4% of companies permit any access for personal use (down...
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  • Are You Lost In A B2B Sales Lead Paradox?
    0 comments 923 reads
    Posted on 2011-10-28

    Your B2B marketing department has done its job.  They’ve filled the funnel with sales leads.  The sales department followed through on the leads provided but somehow your close-ratios are dropping.  What happened?

    This scenario isn’t unusual, sometimes leads fall through cracks or systems fail, but the important thing is to identify the weak links in your lead generation chain and avoid the blame game between opposite ends of the office.

    If you are finding issues in your lead generation process, check these 5 reasons why you may be losing opportunities and what you can do to fix it:

    1. Your Lead Scoring Is Off The Mark

    The work you do on the front end has a huge impact on the back end of your sales process.  Nowhere is this more evident...

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  • Sharing With Google+ Improves Marketing Effectiveness
    0 comments 1,294 reads
    Posted on 2011-10-27

    This tiny new button could have a big impact!

    Up until recently, using Google’s “+1″ button really didn’t do much of anything. Now, Google has made it so that people can use the +1 feature to share content with their circles as a part of their Google+ profile.

    Starting in June and prior to launching Google+, Google added +1 buttons on news stories and websites. When pushed, they did basically nothing. Well, nothing real useful, as it would allow users to see what their contacts had +1ed. It would appear next to the search result on Google’s search pages, but that was about all.

    Now, the +1 feature will work very similarly to the “Like” feature Facebook has seeded...

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  • Chart Chat: Social Media Platforms and B2B Marketing
    0 comments 1,152 reads
    Posted on 2011-10-25

    Back on August 18th, MarketingSherpa posted a chart highlighting which social networks, according to their research, were the most successful when it came to inbound marketing. What is both interesting and useful about this chart is that not only does it give percentages, but it sections these percentages off according to their focus: B2B, B2C, or both. When it comes to us at Marketo, our focus is the B2B results. What can we learn from the information presented in this chart? Here is some insight we gleaned from the graphic:

    Click to Enlarge

    Content is important! Blogs rank second highest on...

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  • B2B Social Media Myths – My favorite lessons from Jay Baer at MarketingSherpa’s B2B Summit
    0 comments 1,135 reads
    Posted on 2011-10-24
    • Your customers are using social media- it’s a myth to think they are not. B2B companies who ignore it are missing opportunities to interact with their customers and prospects.
    • Search is a big deal, and social media is important to fuel search success. Want people on your website?  Get social.
    • B2C and B2B social media aren’t that different. It’s just some of the tactics that are different. 


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  • Identifying the Hottest Social Networks and Niche Sites for Your Target Audience
    0 comments 1,090 reads
    Posted on 2011-10-17

    In the buyer driven atmosphere of 2011, B2B marketing can’t ignore social media.  For the last decade, the net has been morphing into one huge social community with niches of interest breaking off and creating their own networking sites.

    Such online channels can’t be overlooked. The comScore 2010 U.S. Digital Year in Review tells us that 9 out of every 10 U.S. Internet users now visit a social network each month, with the average visitor spending more than 4 hours monthly.

    No wonder, in 2011, U.S. marketers will spend $3.08 billion advertising dollars on social networking websites (According to new estimates from eMarketer.)

    To spend your marketing dollars most efficiently, you need to find the sites your target market frequents.

    Check out some of these offerings to see where your target audience might...

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