3 European Marketing Trends

by contributor on July 6, 2011 in Demand Generation

We recently hosted Eloqua Experience Europe, a two-day, London-based event where Europe’s top marketers gather to share ideas, learn, and network. If the EMEA market didn’t immediately join the marketing automation party, the region is in full swing now – as the record attendance at the event shows. EMEA marketers are creating innovative multi-channel campaigns, aligning sales and marketing departments, and driving revenue growth for their organizations.

Over two days, multiple track sessions, keynotes and conversations we spotlighted three big trends in the EMEA marketing world we wanted to spotlight here. Cheers!

Lead Nurturing Knows No Boundaries

EMEA marketers are building multi-touch lead nurturing programs as part of their overall marketing strategy, and achieving tremendous results. Companies like Sportingbet use nurture programs throughout their campaigns to improve both prospect and customer engagement. Lead nurturing is essential not only to their demand generation processes, but also plays a vital role in customer loyalty efforts. The marketing team at NetApp took their successful nurturing programs built in the U.S. across the ocean, constructing a hierarchical nurturing ecosystem for five European countries. They proved that great marketing extends beyond geographical boundaries.

Revenue Performance Management Is Ramping Up

The business category Revenue Performance Management (RPM) is quickly catching on and our European counterparts are no exception. EMEA marketers see the benefits of tracking sales and marketing efforts impact on revenue outcomes, and attributing revenue throughout the buying cycle. Colt, for example, is now adopting specific milestones and putting drivers in place to keep the company on the RPM path. Colt is a company on the road to Revenue Performance Management.

Marketers Want Seamless Integration Across Applications

When we first started rolling out Cloud Connectors, customers were clearly excited about integrating the various applications they used with our platform. Well, when Eloqua CEO, Joe Payne, unveiled the Eloqua AppCloud, the industry’s first marketplace for B2B marketing applications, it was obvious that marketers, no matter where they might be from, loved the idea of getting a full view of potential buyers. EMEA marketers are excited to get their hands on these marketing application integrations – essentially making their jobs more efficient and effective. It’s clear that integration across platforms is a growing demand among vendors.

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