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Dreamforce 2011: Salesforce.com Will Leave Marketing Automation Alone. But Revenue Performance Management Might Be Another Story.

Customer Experience Matrix

I spent most of this week at Salesforce.com ’s Dreamforce conference. I also still expect that Salesforce will continue to enhance its core Sales application with features that make it better at specific marketing automation functions like complex campaign flows and Web tracking.

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

Customer Experience Matrix

Summary: HubSpot announced a $32 million investment yesterday by Sequoia Partners, Google and Salesforce.com. Salesforce.com and Google announced their long-anticipated entry into the marketing automation industry, in the baby-step form of investments in HubSpot. But if Salesforce.com likes what it sees, who knows where that will lead?

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Lead Genius Adds a Dash of Artificial Intelligence to Account Based Marketing

Customer Experience Matrix

But Lead Genius was founded in 2011 to commercialize university research into combining AI with human inputs. There don’t seem to be any particular AI features here, although we’ll see in a moment that email does play a key role in Lead Genius’ AI utilization. Certainly there’s room for more features and more AI use.

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SetLogik Offers B2B Marketers a Real Marketing Database

Customer Experience Matrix

I originally saw SetLogik as a tool to associate marketing leads with sales opportunities, even when they are not connected directly within Salesforce.com. This has been sadly lacking in most B2B marketing automation systems, which supplement the Salesforce.com database with barely-extensible lead profiles and contact histories.

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Microsoft Buys Marketing Automation Vendor MarketingPilot: Start of Something Big?

Customer Experience Matrix

It only recently added standard B2B marketing automation features including a customer-level marketing database, outbound email, landing pages, lead scoring, Web behavior tracking, reporting, and Salesforce.com integration. I profiled them in a February 2011 post.) The acquisition is significant on several levels.

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Vocus Marketing Suite: Still Mostly Social But Marketing Automation is On the Way

Customer Experience Matrix

But since late 2011 the company has also offered a suite aimed at marketers, which now has more than 4,000 paid clients. It lacks the Salesforce.com integration of B2B systems (due early next year), the lightweight CRM of micro-business systems, and the lead scoring and distribution of both.

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CallidusCloud Buys LeadFormix Marketing Automation for $9 Million Cash

Customer Experience Matrix

While its feature list covers all the usual marketing automation categories, the company's real focus was always on providing the most useful information to sales people. Callidus isn’t a sales automation system like Salesforce.com , but it does provide a range of other systems that help sales departments.