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Because Email Just Isn’t Enough: Joe Payne on ExactTarget’s Acquisition of Pardot

It's All About Revenue

But marketing automation is an exciting space, and as many other large organizations, from Oracle to IBM, try to buy their way into the party, I’ve found myself commenting again and again on where the market is headed. ( For the marketing automation industry, this is validation of what we’ve been saying all along: Email just isn’t enough. Marketers need tools like lead scoring, lead nurturing and the ability to send sophisticated, multi-channel campaigns from a single platform. What we saw in both cases was that the consolidation didn’t lead to tougher competition.

Will Marketing Automation Be Free?

LeadSloth

Today Genius.com announced a free version of their Marketing Automation system. Only about a month ago, Loopfuse also started offering a free version of their Marketing Automation system. What does this mean for companies interested in adopting Marketing Automation? Loopfuse gives as the main reason that adoption rate of Marketing Automation is still very low (5-10%), and that a disruptive offering is needed to get the remaining 90-95% on board. Industry consolidation is starting (Market2lead acquired, LeadGenesys refocused). How Much Is Free? Genius.com.

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. I’d say the ATG purchase lessens the odds of Oracle buying a marketing automation vendor. The logic is this: buying ATG suggests that Oracle, like IBM (which put Unica in its WebSphere organization), is focusing on online marketing rather than marketing automation in general. Since ATG itself provides substantial online marketing functionality, there’s a smaller gap for Oracle to fill with a separate marketing automation purchase. billion”. nuff said.

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. This is largely because Marketing systems typically contain many more leads than Sales wants in CRM. Although Oracle doesn’t use the term, this is very consistent with the revenue management concepts described by other B2B marketing automation vendors. Will competitors do the same?

Top 32 B2B Marketing Posts and Hot Topics of Social Media Forecast

B2B Marketing Zone Posts

HP, P&G) to the channel… The Difference Between B2B Leads and Personas - Marketing Interactions , April 17, 2010 B2B marketers have relied on lead definitions to define their marketing programs for years. The biggest disconnect for companies is that a marketer’s definition of a lead can often be quite different than how sales defines what they need to accept a lead as qualified for follow-up. I wrote an eight part series on building an effective lead generation program a while back. Could Facebook become a Lead Nurturing platform?

B2B Lead Management Market Heats Up

delicious b2bmarketing

Home Forrester Research « Getting Up Close and Personal | Main | Social Technographics Data Now Available » March 20, 2008 B2B Lead Management Market Heats Up [Posted by Laura Ramos ] Since the start of this year, I’ve been receiving a boatload of briefing requests from companies wanting to show me their lead generation and management solutions. Most recently, Marketo just announced their lead management solution. And it’s not clear to me if lead management automation deserves to be a separate category or to be subsumed as part of the broader marketing platform. (I