Customer Experience Matrix

JULY 22, 2010

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. Will weaker marketing automation vendors merge with each other to establish a larger market presence?

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

APRIL 18, 2012

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. The company also announced plans to integrate Silverpop’s flagship Engage system with Dynamics CRM.

Act-On 120

Act-On Marketing Automation Services Marketo Buy 120

Customer Experience Matrix

AUGUST 21, 2009

Summary: Aprimo Marketing Studio includes traffic generation features missing from nearly all existing marketing automation products. Aprimo is in the early stages of launching Aprimo Marketing Studio , a new Software-as-a-Service marketing automation suite that is separate from the existing Aprimo product.*

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Marketing Management Paid Search Agency 120

Customer Experience Matrix

JULY 22, 2011

The folks at HubSpot have been busy this summer, announcing their acquisition of Performable in June and their HubSpot App Marketplace last week. Such APIs are available to varying degrees for other marketing automation products too, so an app marketplace isn’t quite as huge a leap as it may seem.

Hubspot 120

Hubspot Marketing Automation Services API Salesforce.com 120

Customer Experience Matrix

SEPTEMBER 2, 2011

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. 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.

Enterprise Management 120

Enterprise Management Marketing Automation Services Salesforce.com Work Management 120

Customer Experience Matrix

JUNE 22, 2011

The other two pieces were already in place: “make” is Adobe’s original content creation business, while “measure” is Omniture Web analytics. Nor does Adobe manage the underlying customer database, marketing campaigns, or deep analytics. It also provides some Web analytics, although I still think Oracle has a gap to fill there.

Enterprise Management 120

Enterprise Management Digital Asset Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

MARCH 8, 2011

This could be a real game-changer in the small business marketing automation landscape. Salesforce.com and Google announced their long-anticipated entry into the marketing automation industry, in the baby-step form of investments in HubSpot. If you heard a loud thud late Tuesday afternoon, it was the sound of two shoes dropping.

Salesforce.com 120

Salesforce.com Enterprise Management Hubspot Marketing Automation Services 120

Customer Experience Matrix

NOVEMBER 16, 2011

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. How did we come to this?

Work Management 120

Work Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

NOVEMBER 15, 2007

The Web site lists 13 “Solution Lines” ranging from “Activity-Based Management” to “Web Analytics”. The “Customer Relationship Management” Solution Line has 13 subcategories of its own (clearly no triskaidekaphobia here), ranging from “Credit Scoring” to “Web Analytics”. SAS being SAS, these are indeed listed alphabetically.)

Resource Management 120

Resource Management Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

MARCH 22, 2010

Summary: ClickSquared is marketing services agency that, unlike most of its peers, has built its own marketing automation system. Since then it has added email and other services through acquisitions and internal expansion. The system provides automated data cleansing and customer matching capabilities.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Multi-Channel 120

Customer Experience Matrix

FEBRUARY 17, 2011

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.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Contact Marketing Vendors 120

Customer Experience Matrix

NOVEMBER 22, 2013

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.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

JUNE 17, 2019

CRM and marketing automation systems don’t easily combine data from external sources. Because the marketing clouds are built from acquisitions that remain technically separate, integrations for each component are developed and delivered in whatever sequence the vendor thinks best.

Enterprise Management 209

Enterprise Management Work Management Marketing Management Marketing Automation Services 209

Customer Experience Matrix

JUNE 27, 2012

Dell announced today that it has added Pardot marketing automation to its list of Dell Cloud Business Software applications. 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. That is some pretty good company to keep.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Salesforce.com 120

Customer Experience Matrix

JUNE 2, 2011

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. Will competitors do the same?

Work Management 120

Work Management Marketing Management Marketing Automation Services Market2Lead 120

Customer Experience Matrix

SEPTEMBER 23, 2009

Even as analysts are still sorting through the implications of last week’s acquisition of Omniture by Adobe , the industry saw two additional important announcements this week: Omniture combining its data with comScore to help measure Web advertising audiences , and Nielsen working with Facebook to poll consumers on advertising impact.

Enterprise Management 120

Enterprise Management Analytics Work Management Marketing Automation Services 120

Customer Experience Matrix

OCTOBER 8, 2010

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. Operating systems, databases and hardware support them all.

Work Management 120

Work Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

OCTOBER 18, 2012

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.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Interactive Marketing Enterprise Management 120

Customer Experience Matrix

FEBRUARY 23, 2011

Yesterday's acquisition of AssetLink by SAS has prompted me to finally write about MarketingPilot , a vendor I've been following since its launch nearly ten years ago. I say “roughly” because Neolane and Alterian are rooted in the campaign management side of marketing automation, while MarketingPilot is based on marketing resource management.

Resource Management 120

Resource Management Digital Asset Management Enterprise Management Marketing Management 120

Customer Experience Matrix

AUGUST 18, 2016

I ended up with six functions**: ABM Process System Function Comment Identify Target Accounts Assemble Data Data includes existing accounts and contacts from marketing automation and CRM, external information including events and interests, and information about net new accounts and contacts.

Work Management 120

Work Management Marketing Automation Services Marketing Management Account Based Marketing 120

Customer Experience Matrix

OCTOBER 31, 2007

They are getting ready to release version 6 of their marketing automation software, Teradata Relationship Manager (formerly Teradata CRM). Teradata mentioned technical incompatibility with Aprimo’s.NET foundation as well as competitive overlap with Aprimo’s own marketing automation software.)

Enterprise Management 120

Enterprise Management Work Management Marketing Automation Services Marketing Management 120