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8 Steps to Guarantee Marketing Automation Success

It's All About Revenue

EmailMonday gathered an impressive list of statistics about marketing automation usage and its relevance for businesses in 2016 and beyond. Some key statistics from various sources include: • 91% of the most successful users agree that marketing automation is very important to marketing success across all channels (Ascend2). Research available marketing automation solutions.

Adobe Buys B2C Marketing Automation Leader Neolane: One Gap Filled, But Where's CRM?

Customer Experience Matrix

Adobe today announced plans to acquire Neolane , the largest remaining independent B2C marketing automation vendor (excluding email-focused providers like Responsys and Silverpop ). Adobe was on everyone’s list of potential buyers, and Neolane was ripe for acquisition or an initial public offering. That frankly didn’t take much insight, but I’ll brag a bit more about having pegged Adobe as needing to add marketing automation as far back as this post in 2009 and again in 2010. The deal is not particularly surprising.

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Microsoft buys LinkedIn: the largest martech acquisition in history?


” Marketing software has more power over marketers, especially for larger or more expensive solutions where switching costs can be high. (As anyone who has switched marketing automation platforms at scale will attest.) The potential of a vertically-connected ecosystem in the digital channel is what makes Microsoft’s acquisition of LinkedIn so powerful. billion.

Mega-List of Features in Marketing Automation (That You Won’t Find in CRM)

Modern B2B Marketing

by Jon Miller A common question I hear from marketers is “I already have a CRM system (e.g., Microsoft Dynamics CRM), so why do I need marketing automation ”? Many CRM systems have a module for marketing. Architecture of Marketing Automation versus CRM. Marketing Automation. Features and Capabilities of Marketing Automation versus CRM.

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Marketing Automation Integration: Ensuring Critical Connections

CMO Essentials

Ensuring Integration for Marketing Automation: However, the ability to utilize key data points means that you have to be able to acquire and manage that data. lone CRM as well wouldn’t be enough to sustain your efforts. What you need is an integrated system that acts not only as a marketing automation platform, but a contact management database and a reporting analytic engine as well.

Marketo’s Take on’s ExactTarget Acquisition

Modern B2B Marketing

Many of our customers, prospective customers and business partners may be wondering what this move means for Marketo, since we are a leader in the marketing software space and so many customers also choose Marketo as their marketing automation platform. Author: Phil Fernandez Today, announced plans to buy ExactTarget. Where marketing is going. Customer support.

Future of Marketing Automation: Grow or Die

Customer Experience Matrix

But this time I was able to answer right away because I’ve just finished a white paper on the future of B2B marketing automation, sponsored by Leadformix and available here for free download. The question answered by the paper is “What will marketing automation vendors do next?” To summarize the argument: marketing automation vendors must grow or die.

Enterprise automation: artificial intelligence in the making


It resides within an umbrella of services known as enterprise automation. Most recently, we have seen moves like Indian software consulting giant Infosys absorbing a US-based enterprise automation provider called Panaya for $200 million. Big Data and analytics software are both very powerful tools on their own that provide the groundwork that enterprises use to make their decisions.

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

Customer Experience Matrix

Microsoft today announced the acquisition of marketing management system vendor MarketingPilot , which will become part of its Dynamics CRM group. It has a pretty low profile in the B2B marketing automation world, partly because it serves a mix of B2C and B2B clients but mostly because it started as a marketing operations management system. Financial terms were not disclosed.

70 New (Really) Marketing Automation Stats

Marketing Action

Many of the marketing automation stats we regularly use – to make strategic decisions, craft presentations, prepare for sales calls – are getting a bit long in the tooth. Share only those with specific relevance to the business benefits of marketing automation. Marketing Automation. Data & Analytics. MARKETING AUTOMATION. DATA & ANALYTICS. license.

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87 New (Really) Marketing Automation Stats

Marketing Action

Many of the marketing automation stats we regularly use – to make strategic decisions, craft presentations, prepare for sales calls – are getting a bit long in the tooth. Share only those with specific relevance to the business benefits of marketing automation. Marketing Automation. Data & Analytics. MARKETING AUTOMATION. DATA & ANALYTICS. hours.

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

Customer Experience Matrix

Small-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. The company expects more than $200 million in revenue in 2011, which about equals my estimate for 2010 revenues for all B2B marketing automation. Expanding the solutions to offer reasonably complete marketing automation just isn't that hard, technically.

Oracle Integrates On Demand Marketing with On Demand CRM

Customer Experience Matrix

Summary: Oracle has integrated marketing automation with its on-demand CRM product. If I were more on the ball, I would have noticed that May 25 marked a full year since Oracle bought the intellectual property* of high-end B2B marketing automation vendor Market2Lead. I was actually briefed on May 17 by the Oracle team handling the resulting product but hadn’t noticed that the anniversary was approaching. In February they released the first “Oraclized” version of the product, now Oracle CRM On Demand Marketing. Will competitors do the same? wonder if they had cake?

Marketing Automation News from Dreamforce: B2B More Integrated, B2C Stays Separate

Customer Experience Matrix

The bad news was for B2B marketing automation. Conference presentations confirmed that Pardot, the B2B marketing automation system that Salesforce acquired as part of its ExactTarget acquisition, has been separated from the rest of ExactTarget and made part of the Sales cloud. There, Pardot is described only as providing lead scoring and nurture programs, which is a subset of what B2B marketing automation usually offers. In terms of infrastructure, Pardot will eventually work directly from the CRM data objects, rather than maintaining its own synchronized database.

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10 Very Smart People Weigh In on How to Rethink Marketing


Figure out how much of your marketing budget will go towards creative & content, and how much data science, analytics and automation technology you will need to execute your strategy. Founder, CRM Essentials, @BrentLeary. While the acquisition/conversion ratio is not as lopsided now as it was then,  it is still heavily skewed toward lead generation. 2.Daniel Newman.

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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. Problem solved?

70 New (Really) Marketing Automation Stats

Marketing Action

Many of the marketing automation stats we regularly use – to make strategic decisions, craft presentations, prepare for sales calls – are getting a bit long in the tooth. Share only those with specific relevance to the business benefits of marketing automation. Marketing Automation. Data & Analytics. MARKETING AUTOMATION. DATA & ANALYTICS. license.

PowerViews with Christopher Hosford – CRM/Marketing Automation/Social Convergence


” Convergence: Technology, CRM & Social Media. Click to start video at this point — In response to a question about the accelerating integration of database technology, sales force automation, marketing automation and social media, Christopher notes what has been a mantra for years now appears to be reaching a critical mass. What can I do? Stay Tuned

Infor Epiphany Marketing and Interaction Advisor: Good Examples of B2C Marketing Automation

Customer Experience Matrix

Epiphany was one of the high-fliers of an earlier marketing automation boom: launched in 1997 with an initial public offering in 1999, it traded stock for a variety of customer management systems before its price collapsed. Through all this, the company’s campaign management and CRM systems continued to sell with little change. 100 highest-revenue customers), and negatives (e.g.,

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6 Marketing Automation Lessons I Learned the Hard Way


Particularly I realized, more often than not, I was thinking about automation the wrong way. In the past nine or so years, I''ve evaluated, purchased, implemented, and used over ten different email marketing and marketing automation platforms (there may be more but I''ve lost count). Right now the marketing automation industry couldn''t be hotter. This is a good thing! Really.

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

Customer Experience Matrix

Summary: Teradata's acquisition of Aprimo takes the largest remaining independent marketing automation vendor off the market. The market will probably split between enterprise-wide suites and more limited marketing automation systems. Teradata announced today that is acquiring marketing automation vendor Aprimo for a very hefty $525 million – even more than the $480 million that IBM paid for somewhat larger Unica in August. This enterprise market is probably going to evolve into something distinct from traditional “marketing automation”.

Revenue Performance Management to Marketing Automation: What Facebook was to MySpace?

It's All About Revenue

Lauren Carlson , of Software Advice , is one of the rising stars in the constellation of CRM, marketing automation and, now, Revenue Performance Management industries. You came out of seemingly nowhere to become one of the most listened-to voices in CRM, marketing automation, and now Revenue Performance Management. have to credit most of my success to the amazing network of experts in the CRM and marketing automation space. Also, there is something to be said for being a young person in a young industry like marketing automation. That’s critical.

Dell To Resell Pardot Marketing Automation

Customer Experience Matrix

Dell announced today that it has added Pardot marketing automation to its list of Dell Cloud Business Software applications. Other products in the suite include for sales automation and customer service, Adobe EchoSign for e-signatures, AppExtremes Conga Composer for proposal creation, Dell’s own Boomi for application integration, and a Dell-built analytics platform. The Pardot system costs from $1,000 to $3,000 per month depending on the email volume, file size, and numbers of forms, landing pages, programs, and automation rules.

4 Steps to Maximize Your Marketing Data

It's All About Revenue

Additionally, if you, like myself, are working in high-tech in Silicon Valley, you’re aware that the popularity of company acquisitions is increasing by the day. Building a third party data tool into your marketing automation or CRM strategy can drastically increase the effectiveness of your marketing efforts as well as your sales team’s efficiency. 3. Do not delay any longer.

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Oracle Buys ATG: Bad News for Marketing Automation?

Customer Experience Matrix

But if you look back at my “doughnuts and pizza slices” post on software acquisitions , it does make perfect sense. As my model suggests it should, ATG also encompasses online CRM and online marketing, where Oracle’s Siebel line is also a little thin. Since Oracle is already strong in offline ERM and offline analytics, ATG leaves Oracle just one slice short of a pie. In other words, Oracle needs a Web analytics product. Nor have I forgotten that Oracle already bought marketing automation vendor Market2Lead, plugging a different set of holes. nuff said.

The Myth of Graduation – We Never Stop Learning


Analytics, search engine optimization, marketing automation, HTML, CMS , CRM and others are essential, basic tools for B2B marketing. Take marketing enablement and new skills acquisition seriously. Uncategorized Analytics Heinz Marketing marketing enablement MarkingProfs skills gap The StackGraduation is just one of many steps. How is that possible? Focus.

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

Customer Experience Matrix

But I did notice about two years ago that pretty much everyone in the B2B marketing automation space was more or less assuming I’d attend. If the big question on the mind of the marketing automation industry has been whether Salesforce would launch its own product, the show provided what I consider to be a definitive answer: No (at least for now; never say never). All of which brings us back to B2B marketing automation. Marketing automation is clearly too small to make a serious contribution to that goal. Peer pressure worked, and there I was. As a $2.1

Attribution Matters: Demystifying Social ROI in B2B Marketing

Modern B2B Marketing

Before we get started, let’s take a look as some assumptions I’ve made about your marketing and sales technology: Your sales team is using a customer relationship management (CRM) system and your marketing team is using a complete marketing automation platform. Connect Your CRM and SRP to Your Marketing Automation Platform. Awesome! Measure Your ROI.

Miss This One Thing & B2B Marketers Will Never Demonstrate ROI

KoMarketing Associates

Define & Track Conversions – Regardless of whether your organization uses goal tracking in Google Analytics or conversion metrics in comparable reporting platforms, make sure some form of conversion tracking is in place. This is essential for evaluating performance by acquisition channel and creating a signal for following up with sales personnel. It is, however, possible.

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PowerViews with Chris Hosford – CRM/Marketing Automation/Social Convergence


” Convergence: Technology, CRM & Social Media. Click to start video at this point — In response to a question about the accelerating integration of database technology, sales force automation, marketing automation and social media, Chris notes what has been a mantra for years now appears to be reaching a critical mass. What can I do? And you can show demos.

Unica Turns Blue: IBM’s Acquisition Further Proof of Marketing Automation & Analytics Growth

Modern B2B Marketing

Upon seeing the online media frenzy about the announcement of IBM’s intention to buy Unica, it was hard for me not to create a blog post of my own about the pending acquisition. Of particular note, this purchase price is a 120% premium to Unica’s recent market cap, which is a very high number and indicative of the value that marketing automation companies are able to create.

The 3-Step ToFu Recipe for Growth Marketers


First came CRM. CRM made sales and marketing more efficient in the bottom of the funnel. Then came marketing automation, which turned middle funnel marketing from a manual and disorganized process to a more streamlined and moderately automated one. But the top of the funnel has never had its own platform. Without them, the growth engine doesn’t run. Launch and Optimize.

Insights from Gleanster/Act-On Report: The Trouble with Marketing Technology

Marketing Action

Some of the most common standalone technologies, such as sales automation tools, social media, web analytics, and email marketing, just don’t integrate very well, and clearly, it’s a situation that’s holding a lot of B2B marketers back. Top Performers were also 19% more likely than the Average organization to use marketing automation technology. Don’t worry about 1:1 marketing.

The Step-By-Step Guide To Measuring Marketing ROI


Depending on your industry you’ll also include customer acquisition cost payback. While ROI is important, lowering customer acquisition costs is a competitive advantage for firms and a metric that should be managed. Accuracy in reporting and forecasting is why the entire marketing analytics sector exists. Step 1: Determine your key metrics. The first step is measuring pipeline.

Marketo Buys Crowd Factory, Silverpop Buys CoreMotives, and Other News from Pardot, Neolane, Act-On and OfficeAutoPilot

Customer Experience Matrix

With its usual fanfare, Marketo today announced the acquisition of social marketing campaign company Crowd Factory. Marketo is primarily focused on business marketing, and in particular lead generation, nurturing and analytics. These include: Silverpop announced it had purchased CoreMotives , which adds marketing automation capabilities within Microsoft Dynamics CRM. The company also announced plans to integrate Silverpop’s flagship Engage system with Dynamics CRM. Not as sexy as a social marketing acquisition but useful nevertheless.

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

Customer Experience Matrix

This could be a real game-changer in the small business marketing automation landscape. and Google announced their long-anticipated entry into the marketing automation industry, in the baby-step form of investments in HubSpot. It’s selling to small and mid-size companies and business-to-business marketers, who are just dipping their toes into marketing automation.

How Paid Media Performance Improves with Predictive Marketing and 1st Party Data

Modern B2B Marketing

It’s been really exciting to see the vast growth and development in technology supporting paid media acquisition. This blog will explore how paid media acquisition benefits from predictive marketing solutions and 1 st party data, through the perspectives of leaders at predictive marketing technology companies. Predictive: Not new, but very hot. Or do you plan to?

Marketing’s Battle: How Big Data and Marketing Technology Helps Win The Game

Crimson Marketing

It seems like the opposite of hard data, because intuition doesn’t appear to come at the end of a linear analytical process. Building the foundation for predictive analytics isn’t a cakewalk. Invest in IT architecture purpose-built for real-time processing and decision-making: distributed storage and processing, scalable analytical tools, and visual dashboards.

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Day Software Acquisition Adds Some Marketing Features to Adobe, But Gaps Remain

Customer Experience Matrix

Last month, Adobe announced their $240 million acquisition of Web content management vendor Day Software. Adobe was already a major force in Web development through its Dreamweaver, Flash and ColdFusion products, not to mention Omniture for Web analytics. In particular, it’s also one of the main benefits offered by the landing page, Web form and microsite features of marketing automation systems. Are these features really enough to replace a dedicated marketing automation system? But it still lacks key pieces of a complete marketing solution. publishing. Day’s 5.3

CMOs: Stop Believing These Digital Marketing Myths

Crimson Marketing

Marketing tools make your life more efficient and automated. “For many brands, social is the largest driver of new customer acquisitions and customer retention. But there’s a lot you can accomplish just by setting up conversion pixels and Google Analytics accounts correctly — and if you’re a B2B, making sure your CRM is integrated with your marketing efforts.”

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Doughnuts and Pizza Slices: Analyzing Consolidation and Competition Among Software Vendors

Customer Experience Matrix

Summary: One way to understand consolidation and competitive trends affecting marketing software is to look at systems across several dimensions: how closely they relate to customers; whether they are operational or analytical; and whether they support online or offline activities. On Wednesday, IBM announced formal completion of its acquisition of Unica. Coincidence? Yeah, probably.

Your Enterprise’s (Almost) Unfair Competitive Advantage

Modern B2B Marketing

Author: Shyna Zhang As an enterprise product marketer at Marketo, I spend a lot of time talking to enterprise executives about marketing automation. In the long term, while it might seem easier to stick with the marketing status quo, marketing automation gives enterprise marketers a competitive advantage so large that it seems unfair. Marketing Automation

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Vendor Selection: Writing a Good Requirements Document

Customer Experience Matrix

My last two posts (not counting this morning’s detour into Marketo-land) described common errors marketers make when selecting marketing automation systems. Marketing process: describe your current methods for customer acquisition, relationship development, and retention. Data sources: describe the internal and external systems that will feed your marketing automation platform.