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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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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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Reborn AutoPilot Aims to Simplify Multi-Channel Marketing

Customer Experience Matrix

The latest incarnation describes itself as “software for multi-channel marketing” but still provides core functions and connects with third party apps. These include Salesforce.com for CRM, InsideView and FullContact for data enhancement, Twilio for text messaging, Lob for postcards, Segment for event tracking, and GoodData for reporting.

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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.

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Teradata Integrates Its Marketing Automation Acquisitions for Enterprise Marketers

Customer Experience Matrix

Last year’s biggest marketing automation acquisitions were products for consumer marketing: ExactTarget by Salesforce.com , Neolane by Adobe , and Responsys by Oracle. These are advanced features for consumer marketing automation and almost unheard of in B2B systems. responsive design").

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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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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.