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B2B marketing automation: An interview with Will Schnabel

Sales Lead Insights

This is one of a series of occasional interviews with top practitioners on topics of interest to B2B lead generation, marketing and new business development professionals. Marketing automation has become a growing issue for B2B marketers as they strive to maximize lead generation efforts and provide personalized touch points for all prospects. B2B marketing automation

Manticore Offers A Lower Cost Alternative For Online Lead Generation

Customer Experience Matrix

Somehow I received a copy of “ Increasing Revenue Through Automated Demand Generation ” (registration required), the kind of title that sends chills up my spine. The paper, from Manticore Technology , recommends five best practices for business marketing: (1) define a unified marketing and sales pipeline; (2) deploy an integrated marketing and sales platform; (3) measure pipeline activity; (4) automate lead nurturing; and (5) focus on the top of the funnel. As the recommendations suggest, it provides a hosted system for integrated lead generation and management.

Demand Generation Implementation Survey - Background Results

Customer Experience Matrix

I've been having a dandy time analyzing the results of my Demand Generation Implementation Survey. nbr responses vendor 8 Marketo 6 Eloqua 3 3 LoopFuse 3 Pardot 2 Market2Lead 2 Treehouse Interactive 1 eTrigue 1 Vtrenz (Silverpop) 7 No Response 36 Another intriguing bit of contextual information is the deployment date of the systems. In any case, the ten deployments in the first four months of 2009 (or 12 if you count the two future dates) and 12 in 2008 highlights the newness and fast growth of the demand generation industry. Fair enough.

Marketing Automation Vendor Consolidation: Lessons from History

Customer Experience Matrix

As I wrote in my June 30 post on consolidation among marketing automation vendors , I expect the number of competitors to shrink fairly quickly as new buyers concentrate their purchases among a handful of leading vendors. Will weaker marketing automation vendors merge with each other to establish a larger market presence? Let’s look at a similar consolidation about ten years ago, among the original marketing automation vendors.* Microsoft is another possibility, although its Dynamics CRM is sold mostly to smaller businesses than the typical marketing automation system.

Low Cost Systems for Demand Generation

Customer Experience Matrix

But what really concerns me is that these people are apparently limiting their consideration to just those two products. I do recognize that they are the best known vendors in the space (with apologies to Vtrenz , whose identity is somewhat blurred since its purchase by Silverpop ). But even including that, the first year cost for most of these will be less.) : Manticore Technology : a full-featured demand generation product. See my 2007 blog entry for some information or buy the Raab Guide to Demand Generation Systems for a detailed review. Just kidding.or am I?)