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Oracle Buys Eloqua: Winners and Losers for B2B Marketing Automation

Customer Experience Matrix

Oracle announced today that it has agreed to purchase B2B marketing automation leader Eloqua for $23.50 per share, which comes to $871 million. The deal makes obvious sense, in that it gives Oracle a much stronger position in the fast-growing B2B marketing automation industry*. This was a bit of a surprise, given that Eloqua just went public in August. But at least it’s possible.

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Hushly Helps Marketers Connect With Anonymous Web Site Visitors

Customer Experience Matrix

When this blog last left Geoff Rego in 2010 , he had just sold the assets of pioneering B2B marketing automation vendor Market2Lead to Oracle. Since then, he’s been gnawing at the bone of anonymous business leads, suspecting that there’s some way to gain value from people who are interested in a product but haven’t identified themselves to vendors. Rego has shown me a couple of approaches over the past few years, none of which quite worked out. But when we saw each other at Dreamforce last month, it seemed he had settled on a keeper.

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More New Systems Challenge the Marketing Automation Status Quo

Customer Experience Matrix

SimplyCast is yet another multi-channel system, although it was designed that way from its start in 2010 and – quite unusually these days -- uses its own messaging tools rather third party systems. b2b marketing systems demand generation marketing automation marketing automation trends new marketing automation systems small business marketing software Here are a few options.

Everstring Offers Fast, Flexible, Account-based Predictive Models for B2B Sales and Marketing

Customer Experience Matrix

Remember how much simpler life was back in 2010? Among our quaint notions, we thought that B2B companies couldn’t build predictive models because they didn’t have enough data about their customers and prospects. Today, at least a dozen vendors are offering predictive models for B2B lead scoring, sales intelligence, and customer success management. Everstring is relative newcomer to the B2B predictive modeling arena, founded in 2012 but only seriously entering the market after it received $12 million in Series A funding last August. Sounds pretty simple, eh?

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B2B Marketing Automation Industry Size and Segments

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As I mentioned yesterday, our new B2B Marketing Automation Vendor Selection Tool (VEST) asks vendors to estimate the number of clients in each of four size categories. million revenue estimate is reasonable but it excludes revenues from B2B marketing automation vendors not in the VEST report and the B2B revenues of B2C marketing automation firms. The $257.5 The 26.7%

Teradata Buys Aprimo for $525 Million: More Marketing Automation Consolidation To Come

Customer Experience Matrix

Teradata is a logical buyer, having a complementary campaign management system but lacking Aprimo’s marketing resource management, cloud-based technology and strong B2B client base (although Aprimo has stressed to me more than once that 60% of their revenue is from B2C clients). Moreoever, the existing firms skew heavily to B2B clients and smaller companies, which are not the primary clients targeted by big enterprise systems vendors. Summary: Teradata's acquisition of Aprimo takes the largest remaining independent marketing automation vendor off the market.

Ranking B2B Marketing Automation Vendors: How I Built My Scores (part 1)

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Summary: The first of three posts describing my new scoring system for B2B marketing automation vendors. I’ve finally had time to work up the vendor scores based on the 150+ RFP questions I distributed back in September. The result will be one of those industry landscape charts that analysts seem pretty much obliged to produce. On the other hand, such charts are immensely popular.

How Big Is the B2B Marketing Automation Industry?

Customer Experience Matrix

Summary: Here are my estimates for the size of the B2B marketing automation industry, broken down by customer segments. I've been working madly on my new report on B2B marketing automation vendors. These methods all yield similar figures -- around a $200 million in revenue for 2010. That said, here's an excerpt from the report: Revenues for B2B marketing automation systems (excluding related services) were $200 million in 2010, according to Raab Associates estimates. This group had about 500 clients generating $40 million revenue in 2010. Enjoy.

Raab Report: B2B Marketing Automation Revenues to Hit $525 Million in 2012

Customer Experience Matrix

I’ve just released the latest edition of my B2B Marketing Automation Vendor Selection Tool (VEST), which contains detailed analysis of all 22 B2B marketing automation systems. The one item that people usually find most interesting is the size of the industry. I put this at $325 million for 2011, a 50% increase from 2010. come at these figures in two ways.

The Pond Just Got More Crowded: Google, Salesforce.com and Sequoia Invest in HubSpot

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Of course, the entry of Salesforce.com as a direct competitor has long been the worst nightmare of B2B marketing automation vendors, who exist largely because Salesforce.com doesn’t give marketers what they need. Summary: HubSpot announced a $32 million investment yesterday by Sequoia Partners, Google and Salesforce.com. intended to make money on its own) rather than strategic (i.e.,

LeadForce1 Adds Mind Reading to Marketing Automation

Customer Experience Matrix

It combines this with standard B2B marketing automation features to provide better-qualified leads to sales people. The B2B marketing automation industry has reached the stage where product features are similar and companies compete primarily on business and marketing savvy. Because B2B purchases are often made by a team of specialists, the system assigns interests separately to each individual but assigns a single sales stage to everyone from the same company. Summary: LeadForce1 infers Web visitors' intent and sales stage from the contents they read.

List of Mid-Tier Business-to-Consumer Marketing Automation Systems

Customer Experience Matrix

The world clearly has more B2B marketing automation vendors than it needs – my master list of demand generation products includes two dozen. Portrait Software – purchased by Pitney Bowes in July 2010 and now part of the Pitney Bowes Business Insight group, along with former MapInfo and Group 1 Software products. By contrast, mid-tier consumer marketers often have a hard time finding good options. The major B2C marketing automation vendors -- IBM/Unica , Teradata/Aprimo , and SAS are more attuned to the enterprise market. Decision Software Inc. Only available as a service.

Another Estimate of B2B Marketing Automation Revenue

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Some of the comments on last week’s post on the size of the B2B marketing automation industry led me to dig a bit more deeply into the question of revenue per employee. These figures also shine more light on the original question of industry size. I don’t know the B2B fraction of Unica, Alterian or Neolane’s revenues, but it’s probably quite low: let's guess 15%.

MakesBridge Offers Powerful Features to Small Business Marketers

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It greatly expanded its features in 2010 and now offers a marketing automation system starting at $500 per month. makesbridge small business software demand generation b2b marketing automationSummary: MakesBridge offers a full set of marketing automation features with some special strengths that will appeal especially to small companies. I’ve written quite a bit recently about marketing systems for very small businesses – a category I’ve tentatively labeled “micro-business” and pegged at under $5 million revenue. See my List of Demand Generation Vendors for other options.

Constant Contact Adds Social CRM: Should Marketing Automation Vendors Be Worried?

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The company expects more than $200 million in revenue in 2011, which about equals my estimate for 2010 revenues for all B2B marketing automation. small business software demand generation b2b marketing automationSmall-business email provider Constant Contact yesterday announced the acquisition of "social CRM"* vendor Bantam Live. This is a major expansion for Constant Contact, placing it more squarely into competition with CRM and marketing automation vendors. And Constant Contact is just one of many small business email providers.

Whatsnexx Manages Customer States, Not Campaigns

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It was formally launched in late 2010 and has four current customers. whatsnexx interaction management state-based systems b2b marketing automationWhatsnexx offers itself as a radically easier way to manage customer and prospect interactions than conventional marketing automation. agree that it's radically different: it works without a central marketing database and tracks customer states rather than assigning them to campaigns. Whether it’s radically simpler is another question. Some perspective is in order. Anyway, that’s the theory. But maybe I’m missing the point.

Ranking B2B Marketing Automation Vendors: Part 3

Customer Experience Matrix

Summary: The first two posts in this series described my scoring for product fit. The third and final post describes scoring for vendor strength. And I'll give a little preview of the charts these scores produce.without product names attached. As with product fit, I used different weights for different types of buyers. Specific rationales are in the table. Well, maybe I peeked a little.)

Raab Report: B2B Marketing Automation Industry Is Getting More, Not Less, Fragmented

Customer Experience Matrix

I’ve gotten used to thinking of the B2B marketing automation industry as entering a consolidation phase, during which a handful of dominant vendors emerge and small vendors drop away. For B2B marketing automation, we’re not there yet. The figures for "other" are a bit misleading because the 2011 and 2012 figures include a few more companies than the 2010 data.

Silverpop's Latest Release Targets Sophisticated Marketing Automation Buyers

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Clients who needed those features had to remain on the previous system (Engage B2B). It still doesn’t offer all the features of the oldl B2B product because Silverpop decided that some were not worth duplicating. Silverpop suffered a widely-publicized security breach in December 2010. Merging the email and marketing automation systems does have the advantage of giving B2B marketers access to features developed for Silverpop’s advanced email business. These are all valuable additions to Silverpop’s B2B capabilities. progressive profiling. social sharing.

Experian Buys Conversen Marketing Automation to Strengthen Its Offerings

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See my review from February 2010 for a more detailed explanation. Nor is it surprising that acquisitions have been consumer marketing systems rather than B2B marketing automation: there’s ultimately more money in consumer marketing and the vicious dogfight in B2B marketing automation in the past few years has made profitability almost impossible for anyone. Experian Marketing Services yesterday announced its acquisition of marketing automation vendor Conversen. That’s a respectable installed base for this type of product.

2010 Will Bring New Features to Demand Generation Systems

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Summary: the demand generation market will continue to grow in 2010, and it may attract some new, big competitors from outside the industry. What will 2010 bring? Tags: 2010 predictions demand generation marketing automation b2b marketing But the real excitement will be features that expand the scope of demand generation products to support inbound marketing, better measurement, and more efficient content creation. 2009 was a year of tremendous growth for demand generation systems (a.k.a. business-to-business marketing automation. So much for the rear view mirror.

IBM Buys Unica: Will Acquisitions Now Shift to B2B Marketing Automation?

Customer Experience Matrix

Conversely, IBM is on a customer intelligence acquisition spree that has already included Coremetrics Web analytics, Sterling Commerce B2B integration and Cognos business analytics. There’s been some comment (I’m looking at you, Jonathan Block of SiriusDecisions ) relating the IBM/Unica deal to consolidation with the B2B marketing automation industry. Given that there are so few B2C marketing automation vendors left, the Web content management players are almost forced to consider buying a B2B marketing automation system. Sorry, but I don’t see a connection.

Eloqua10 Offers a Much-Improved Interface and Revenue Reporting

Customer Experience Matrix

Neither change is revolutionary but both substantially improve the company’s competitive position within the crowded B2B marketing automation industry. Summary: Eloqua10 provides much-needed update to Eloqua's user interface and a new reporting infrastructure for “revenue performance management”. Eloqua is slated to officially release its long-promised Eloqua10 system on November 21.

NICE Buys Causata to Extend Its Customer Experience Management Position

Customer Experience Matrix

NICE is little-known in marketing circles, although I had bumped into them previously when they bought decision management vendor eGlue in 2010. So, there I was around 7:30 Eastern time this morning, sending out reminder notices to vendors I need to interview for an upcoming report on Customer Data Platforms. This seemed a bit odd – Causata is based in San Francisco, so it was 4:30 a.m.

Why Put Another $25 Million Into Marketo?

Customer Experience Matrix

find it a bit surprising that anyone can be $25-million-worth-of-certain about anything in such a young and volatile market, particularly because I still think B2B marketing automation will eventually be absorbed by larger CRM and/or Web content management suites. So.our friends at Marketo announced today that they've received another $25 million in venture funding. As one of their competitors snippily commented on Twitter, "Does that make the total $50M or $60M? lost track." I've lost track too, but it doesn't really matter. they needed a solid product and good marketing as well.

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Marketo's Enterprise Edition and Revenue Cycle Management: Looking Under the Hood

Customer Experience Matrix

This is important because the structure of an operational marketing database, which most B2B marketing automation systems also use for reporting, makes it hard or impossible to do the necessary time-based analysis. But no one else has found a much better solution, particularly at the low volumes of most B2B marketing programs. Summary: Marketo continues to follow its own path. Enterprise Edition adds the complex security needed by large organizations but sticks to simple campaign flows. Revenue Cycle Management blazes an important new trail for others to follow. Huzzah.

Manticore Technology Sees Expertise as Key to Success as a Demand Generation Vendor

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Manticore launched its B2B marketing automation system in 2003, making it one of the older vendors in the industry. Summary: Manticore Technology released some modest enhancements to its demand generation platform today. The company takes a conservative approach to marketing automation, stressing the importance of process over flashy software. I’m not sure this will be enough to thrive as the market develops, but customers will benefit regardless. Manticore Technology today released the latest version of its marketing automation system. First some background. At least, that's my opinion.

Marketing Automation Vendor Consolidation: Lessons from History

Customer Experience Matrix

Decision Software has remained a small company while Aprimo is most successful in B2B marketing resource management. Summary: consolidation isn't new among marketing software vendors. When campaign management systems consolidated in the late 1990's and early 2000's, most were bought by enterprise software companies. The pattern will likely repeat itself. 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.

Eloqua SmartStart Speeds Marketing Automation Deployment, But It's Still Work

Customer Experience Matrix

Tags: marketing automation low cost marketing software b2b marketing lead management eloqua demand generation

LoopFuse Offers Free Marketing Automation System: Another Step Towards Industry Consolidation

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Marketing automation (more precisely, B2B marketing automation) has now passed beyond the pioneer stage where fundamentally different approaches compete for acceptance. My fundamental conclusion is that the B2B marketing automation industry is about to enter the long-predicted stage of vendor consolidation, and that this will move quite quickly. Summary: LoopFuse has launched a free entry-level version of its marketing automation system. It's one example of how vendors are now competing to attract new users. LoopFuse knows that, of course. rather than marketing automation.

Oracle Buys Market2Lead Intellectual Assets

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Note that Oracle's Seibel group already had a robust marketing automation solution for consumer marketers, so this does clarify that B2B marketing automation is different from B2C marketing automation. This is why I prefer the term "demand generation" for B2B marketing automation, although it's been a losing battle.) If there's a single major distinction between the two types of systems, it's the heavy reliance of B2B marketing automation on sales automation data, which in practical terms means reliance on Salesforce.com.

Using a Purchase Funnel to Measure Marketing Effectiveness: Better than Last-Click Attribution But Far From Perfect

Customer Experience Matrix

Leadforce1 offers a range of typical B2B marketing automation features, but its main distinction is to infer each buyer's position in a four-stage funnel (discovery, evaluation, use, and affinity) based on Web behaviors. Summary: Many vendors are now proposing to move beyond "last click" attribution to measure the impact of advertising on movement of customers through a sequence of buying stages. This is a definite improvement but not a complete solution. Marketers have long struggled to measure the impact of individual promotions. But it’s far from the ultimate solution.

Marketing Automation System Trends: What We Found in the Raab Guide

Customer Experience Matrix

Could marketers finally be ready to spend on measurement? I’m pleased to report that the 2010 edition of the Raab Guide to Demand Generation Systems is officially available today, with updated entries on all vendors (alphabetically: Eloqua , Manticore Technology , Market2Lead , Marketbright , Marketo , Neolane and Silverpop Engage B2B ). Many of these trends will surely continue in 2010, but I think we can expect some new directions as well. Summary: Social media and access for sales people were the two big trends among demand generation vendors last year. Social media.

ClickDimensions Offers Marketing Automation as a Microsoft CRM Add-on

Customer Experience Matrix

Now that I’m more or less finished launching the B2B Marketing Automation Vendor Selection Tool (VEST) , I can start catching up on the other topics. This potential expansion has always been the biggest cloud hovering over B2B marketing automation, which has arguably been allowed to develop only because the business remained too small for the major CRM vendors to care about. The initial version of ClickDimensions was released in September 2010, although the company’s own email engine wasn’t added until December. What’s missing from the list is CRM integration.