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Why Are Marketing Automation Managers So Hard to Find?


Even though some vendors have been around for almost 10 years, Marketing Automation is still relatively new. According to Forrester, only  2-5% of B2B firms have invested in full-featured Marketing Automation. Increasingly, B2B companies realize that Marketing Automation software requires skilled operators. But – if you decide to hire a Marketing Automation manager – what should you look for, and where do you find them? The situation with Marketing Automation reminds me most of Web Analytics. Marketing Automation Jobs. Email Marketing.

Beanstalk Data Adds Service to the Marketing Automation Recipe

Customer Experience Matrix

Exploring a new marketing automation system is like biting into a bonbon: part of the fun is you never know what you’ll find inside. It provides all the basic B2B marketing automation functions: mass email, landing pages and surveys, behavior tracking, lead scoring, nurture campaigns, and CRM integration. loyalty systems marketing automation software beanstalk data

Dreamforce 2009: Engaging Effectively with Social Networks using

Modern B2B Marketing

At this Dreamforce 2009 session led by Fernando Obregon Almazan,; Lorena Vales,; and Jonathan Hersh,, marketers learned about how and why companies should participate in social networking to generate brand awareness and create a viral effect when clients or prospects recommend their products. But what should you be doing?

Marketing Features in Winter 10

Modern B2B Marketing

Once again has delivered a great set of new features for Marketers in the Winter 10 release.  You will also be able to run workflows, triggers, and validation rules for leads created via web-to-lead.  This is more relevant than ever since marketers may wish to use to track events like seminars that may have a registration fee. 

Right On Interactive's 5Buckets Simplifies Multi-Channel Messaging

Customer Experience Matrix

Summary: Right On Interactive's 5Buckets connects lists from external customer management systems with many types of output vendors (email, print, fax, text message, automated voice). It's a low-cost, easy-to-use alternative to more powerful marketing automation systems for companies who don't need other marketing automation features. By my definitions (see Demand Generation vs Marketing Automation on the Raab Guide Web site), this makes 5Buckets a type of marketing automation system. Now is a good time to remedy that. The system can also execute SQL queries.

First Look: Adds Nurturing Campaigns to MarketingGenius

Customer Experience Matrix

The product was soon extended to integrate with and to let the proxy server add Genius-generated popups that display personalized messages or offer an online chat. Later, the company added MarketingGenius, which lets marketers send email on behalf of salespeople and can react to workflow rules. Genius Enterprise expands the company’s beachhead in marketing by adding automated lead nurturing and lead scoring. Setting up the synchronization is fully automated and updates are shared between the systems in real time. Probably not.

Smashmouth Review - Accelerates The Close Part 1

Smashmouth Marketing

Both have the ability to do email marketing, website tracking, instant web visitor notification, visitor session replay, and have integration. Enterprise adds marketing automation features such as lead scoring and automated lead conversion as well as advanced process design using the workflow design tool. Does it work? sales genius Accelerates The Close Part 1 - Smashmouth Product Review

Smashmouth Marketing

Both have the ability to do email marketing, website tracking, instant web visitor notification, visitor session replay, and have integration. Enterprise adds marketing automation features such as lead scoring and automated lead conversion as well as advanced process design using the workflow design tool. Does it work? Smashmouth recommendation: Thumbs Up. Accelerates The Close Part 1 - Smashmouth Review

Smashmouth Marketing

Both have the ability to do email marketing, website tracking, instant web visitor notification, visitor session replay, and have integration. Enterprise adds marketing automation features such as lead scoring and automated lead conversion as well as advanced process design using the workflow design tool. Does it work? Smashmouth recommendation: Thumbs Up.

Active Conversion Offers Strong Lead Management and Leaves Out the Rest

Customer Experience Matrix

The classic demand generation cycle starts with an outbound email campaign, captures replies on a landing page, scores the responses, and then sends qualified leads to a sales automation system and keeps the others for more nurturing. Yet some other features are fairly advanced: Active Conversion can identify anonymous Web site visitors through reverse IP lookup, find contact names for those companies in JigSaw , and either send the data to or let sales people access it withing Active Conversion itself. Registration is no longer required.)

OfficeAutoPilot: Simple, Powerful, Low Cost Demand Generation for Small Business

Customer Experience Matrix

My personal definition of demand generations systems (see Introduction to Demand Generation Systems from the Raab Guide site) explicitly states that they do not incorporate sales automation. See Should Demand Generation and Sales Automation Be Separate Systems? OfficeAutoPilot from MoonRay LLC is another small-business-oriented product that combines marketing and sales automation. The latest version actually offers integration with as well, making the system more suitable for larger organizations. for whether this will change.)

Net-Results Simplifies Demand Generation for Small Business

Customer Experience Matrix

When Net-Results ’ showed me their marketing automation system, the demonstration ended so quickly that I wondered what was missing. Prospects enter Net-Results from external Web forms (more about that later), file imports, manual data entry, or synchronization. The actions themselves can send an email, adjust a lead score, or send the lead to They can also take actions including sending the lead to and issuing an alert. The system is aimed at small business but offers an interesting design lesson for everyone.

Act-On Software Does List-Based Demand Generation

Customer Experience Matrix

In most ways, working with Act-On is like working with other products: users build emails, landing pages and Web forms; track activities through page tags and cookies; do scoring and segmentation with activity history and lead attributes; and pass qualified leads to Scoring rules are pretty simple, but can both reference lead attributes and activities, and are updated in real time as new data arrives. Lead nurturing is also very limited at present: there is no automated or event-trigged email execution, and no multi-step campaign structures.

Treehouse Interactive MarketingView Combines Demand Generation with Campaign ROI Tracking

Customer Experience Matrix

I originally spoke with Treehouse Interactive in late January, but didn’t write about them because weren’t quite ready to talk about their integration. It’s actually quite a long story, dating back to the company’s initial sales automation system in 1997, followed by its MarketingView demand generation product in 1999. The balance use the company's sales automation product, SalesView, (which is what let them get away without integration for so long), and a partner portal called ResellerView. So now the story can be told.

SiteCore Adds Analytics and Marketing To Web Content Management

Customer Experience Matrix

Channel-specific marketing automation is less appealing but should help to keep marketing automation vendors on their toes. commented last month that more Web content management system (CMS) vendors are adding marketing automation features. Otherwise, the company must rely on one team of workers to add new content and a separate team to incorporate the new content into the scoring rules. This page-centric view of the world makes sense for a CMS vendor, but it's a pretty big switch from the campaign-centric view of most marketers and most marketing automation systems.

How Demand Generation Systems Handle Company Data: Diving into the Details

Customer Experience Matrix

SFDC" stands for In the case of the first question, which is a restatement of the original question about whether a separate company table exists, “yes” answers must be extended to clarify whether the link between that table and the individual records is imported from or can be set within the demand generation system. Market2Lead and Marketbright also use the company data and links imported from Tags: low-cost marketing software marketing automation lead scoring lead management software selection demand generation

First Look at New Marketo Release

Customer Experience Matrix

Major themes were greater access to detailed information, more precise targeting, and tighter integration with But since this by itself won’t coordinate the separate campaigns, Marketo also lets users set up other campaigns (which sound suspiciously like flow charts, although they are not displayed that way) whose rules send prospects to one campaign or another. This is a perfectly straightforward approach, although I suspect that marketers may find it hard to keep track of the selection rules as they get increasingly complicated.

Infusionsoft: Impressive Marketing Power for a Very Low Price

Customer Experience Matrix

Now we come to Infusionsoft , which offers marketing automation, CRM and ecommerce for as little as $199 per month. The fifith core function, integration with , is not provided because Infusionsoft has its own sales automation capabilities. If advanced lead scoring or integration are show stoppers for you, then read no further. If not, the marketing automation functions in Infusionsoft are worth considering. Going to $299 per month adds ecommerce, sales automation, affiliate management and the API. User rights (i.e.,

Marqui Combines Content Management and Demand Generation

Customer Experience Matrix

Marqui’s VP Marketing Richard Sharp defines “marketing automation” as the combination of Web content management and campaign management. lists) by building rules; these can incorporate behaviors, such as email responses and Web page visits, as well as attributes and form responses. However, the rules cannot reference membership in other groups, which makes some things harder. The system can exchange data with, NetSuite and Microsoft CRM Dynamics, but does not allow field-by-field update rules. This poses a serious sales challenge.

LeadLife Mixes Advanced and Simple Features

Customer Experience Matrix

It offers many features that appeal to large marketing departments: fine-grained user rights management, rule-based content selection, multiple scores per lead, central processes to score leads and transfer them to sales, APIs to integrate with external Web forms, campaign cost tracking, detailed ROI reporting, and project management with tasks. One way to explain this particular mix of features is to note that LeadLife’s founders previously sold sales automation software. Many of LeadLife's strengths and weaknesses are typical for sales automation systems.

DemandBase Creeps Up the Value Chain

Customer Experience Matrix

It can also import a client’s list of target accounts from and issuing alerts when those companies visit. DemandBase plans to continue adding value, possibly by pushing automated messages to selected visitors. This means that sales and marketing have to agree on rules for who does what—requiring considerably more cooperation than just throwing a lead over the wall once it's deemed “qualified”. Tags: prospecting marketing automation lead management compiled data sales leads demand generation Their new product, DemandBase Professional, is another matter.

True Influence Opens a Window into Future Demand Generation

Customer Experience Matrix

For example: - emails and Web forms can be personalized with lead data, but don’t incorporate rule-selected content blocks. - the list selection interface uses a form that lets users apply values to a list of all data elements. The system does simplify the diagrams a bit by embedding the decision rules within the lines that link the icons instead of creating separate decision icons. I was also surprised to find that each icon can have its own schedule – another feature typically reserved for advanced systems. Demand generation systems are in that second stage.


How to Compare Demand Generation Vendors: Choosing Summary Measures

Customer Experience Matrix

Categories for the self-evaluation seem pretty obvious: they would be the standard demand generation functions (outbound email, landing pages and forms, nurturing campaigns, lead scoring, and integration), maybe a menu for less standard functions (e.g. build decision rules from prebuilt functions for specific situations, such as ‘X web page visits in past Y days’. build decision rules from prebuilt functions for specific situations, such as ‘X web page visits in past Y days’. This raises the issue of exactly what should be in the summary listings.

Gainsight Gives Customer Success Managers a Database of Their Own

Customer Experience Matrix

As Gainsight sees it, this makes them the post-sales analogue to marketing automation systems (which manage acquisition) and CRM systems (which manage sales)*. The information is presented through Gainsight’s own interface, which runs on ’s platform, making it easy to integrate with Salesforce itself. This will help users define the rules that drive alerts.

Marketing Features in Salesforce Summer 09

Modern B2B Marketing

There are many new features for marketer to check out in the Summer 09 release of After July 2009, you can create Custom Fields on Campaign Member Records. Other new features include: Auto-response email and updates are now available in, which means you can set up automated emails & field updates based on campaign member behavior and attributes using workflow rules.   You will do this in coordination with your administrator by creating workflow rules. and are grouped with the Sales Cloud enhancements.

SiteCore Migrates from Web Content Management to Cross-Channel Customer Engagement

Customer Experience Matrix

In other words, SiteCore has been steadily executing on the strategy they described in 2009. The other important difference is decision rules. SiteCore doesn’t talk about them much, although does deliver them in the form of campaigns flows and dynamic content rules. Cards are used in decision rules to select contents and treatments for each person.

B2B Marketing ROI

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Written by Adam Blitzer June 16, 2009 at 5:38 pm Posted in Design , Marketing Strategy SpamAssassin Rules and what they Mean for your Emails leave a comment » For the past several years I have been following  SpamAssassin’s rule set  and I am always amazed by how many seemingly innocuous things (e.g. Is there something here for me? Can I get to it easily? Marin.

Sales Lead Management: Thought Leadership with Aaron Ross

Modern B2B Marketing

The next interview in the B2B Marketing thought leader interview series is with Aaron Ross, formerly with and founder of PebbleStorm:CEOFlow. Where better to learn that than doing sales at I had no professional sales experience (raising venture capital doesn't count), and the only opening they had for me at the time was answering the 800#. In The Fatal Mistake Boards and VP Sales Will Make In 2009 Planning , I discuss how lead generation causes new customer acquisition and salespeople fullfill it. 2. Simple to say, hard to do :).

Right On Interactive Offers Lifecycle Reporting

Customer Experience Matrix

It could supplement a traditional marketing automation system or perhaps replace one. When I reviewed Right On Interactive in a July 2009 post , the company was selling its 5Buckets marketing software as a multi-channel output generation tool that complemented conventional marketing automation systems. We'll start with the standard marketing automation functions.

Aprimo Marketing Studio Supports Sophisticated Business Marketers

Customer Experience Matrix

Small digression: most business marketing systems are designed around data from a sales automation system such as Eloqua and Market2Lead are based on sales automation data, but can incorporate external tables. This starts with the core functions of any business marketing system: outbound and multi-step email campaigns, landing pages, Web behavior tracking , lead scoring, integration, reporting and content management. This is done by creating the project as a branching flow chart, with rules to determine what takes place at junction.

Treehouse Interactive Refines Its Features and Targets Larger Firms

Customer Experience Matrix

Summary: Treehouse Interactive has been slowly enhancing its marketing automation system with features that appeal to experienced users. Its new clients are larger firms and half are switching from another marketing automation product that they found inadequate. It added Marketing View marketing automation in 1999 and Reseller View partner management after that. Its marketing automation system offers the usual range of functions: email, Web analytics, landing pages, multi-step campaigns, lead scoring, CRM integration, ROI reporting. Here's an update.

B2B Lead Generation Blog: Closed Loop Feedback: The Missing Lead Generation Huddle

B2B Lead Generation Blog

Recent Posts Learn the New Rules for Selling to Crazy-Busy Prospects BtoB 2010 Lead Generation Guide just published Thoughts on how the human touch impacts marketing performance 5 Steps To Creating A Lead Gen Machine & The Predictable Revenue That CEOs Love 100 Tips for Trade Show Lead Generation LinkedIn B2B Lead Generation Roundtable Group Turns One Lead Generation 2.0 It works wonders!