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What Microsoft's Acquisition Of LinkedIn Could Mean For B2B Marketers


Microsoft’s acquisition of LinkedIn holds enormous potential for helping B2B marketers reach their audiences and improve revenue generation. In this post we’ll discuss the possibilities that emerge from one of the biggest tech acquisitions to date. Microsoft’s acquisition of LinkedIn could mean we see sponsored ads inside Outlook. But what about Outlook? It doesn’t stop there.

Content Strategy Before Technology Acquisition

Sales Engine

Your CRM Should Start Giving You an Indication Customer relationship management (CRM) software such as Salesforce consolidates all customer information into one database, from personal data to purchase history. The more you can segment and track prospect behavior in the CRM, the better you can target content that creates an individualized approach. Stay with me here!

New developments in B2B marketing list acquisition


Many companies today use their marketing automation or CRM systems as their marketing databases, and populate them from a variety of internal and external sources. A new direction in B2B lists. LevelEleven’s target prospect is a sales manager or sales operations manager in any company that uses as their CRM system.  Photo credit: Wikipedia. Rented lists of prospects.

Oracle Named a Leader for 5th Consecutive Year in Gartner Magic Quadrant for CRM Lead Management

It's All About Revenue

Digital marketers are in a constant battle between driving leads and managing their CRM systems. With the ever growing and evolving CRM Lead Management market Gartner offers their Magic Quadrant evaluation of 17 providers to assist IT and Marketing Leaders to determine the right fit for their business. What is CRM Lead Management? Product News

Case study in data-driven B2B customer acquisition marketing


Five9’s solutions provide everything businesses need to run an inbound and/or outbound center for sales and marketing, customer service, or outsourcing, including sophisticated management tools for reporting, recording, workforce management, quality monitoring, and CRM integration. The post Case study in data-driven B2B customer acquisition marketing appeared first on Biznology.

Acquisitions Reshape the Marketing Automation Industry: Growth at the Bottom, Room in the Middle, Fog at the Top

Customer Experience Matrix

Sadly, the wave of acquisitions that swept the industry in the past year has made this harder: many major vendors are now part of a public company, which severely restricts the information they can share. Raab Associates officially released the new edition of our B2B Marketing Automation Vendor Selection Tool (VEST) yesterday. See for details.

Microsoft buys LinkedIn: the largest martech acquisition in history?


The potential of a vertically-connected ecosystem in the digital channel is what makes Microsoft’s acquisition of LinkedIn so powerful. Although Microsoft has already had positions in all three stages of this channel, their primary strength was in client software (Windows, Xbox, Internet Explorer) and their secondary strength was in marketing software (Dynamics CRM, Office, Cortana).

Customer Service – Your most powerful retention tool or your competitors most powerful acquisition tool?


Is customer service your most powerful retention tool or your competitors’ most powerful acquisition tool? Let Where is the customer scoring model or CRM system that is supposed to help the service reps know who they are talking to?  (Photo credit: Wikipedia). After all, aren’t I demonstrating my willingness to continue, deepen, and make my relationship more profitable? 

Marketo’s Take on’s ExactTarget Acquisition

Modern B2B Marketing

This is the future, and it’s why we are proud to be the leading independent marketing software company today working with ALL leading CRM solutions, including, Microsoft Dynamics, SAP, Oracle, Netsuite, and SugarCRM. Marketo’s Take on’s ExactTarget Acquisition was posted at Marketo Marketing Blog - Best Practices and Thought Leadership. | [link].

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

Customer Experience Matrix

Adobe was on everyone’s list of potential buyers, and Neolane was ripe for acquisition or an initial public offering. It still doesn’t put Adobe on equal footing with Oracle , Salesforce, SAP or Microsoft , since they all have major CRM platforms which Adobe does not. In fact, adding Neolane gives it a profile very similar to IBM , which also has strong Web and marketing automation products but not CRM (and which also shares Adobe’s digital-is-everything mono-vision). The deal is not particularly surprising.

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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. Features and Capabilities of Marketing Automation versus CRM. Common features of a CRM system.

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The One Thing That’s Better Than Knowing Your Customers

grow - Practical Marketing Solutions

Current customers and potential customers who visit your site (a CRM like HubSpot can deduce this info for you). harder to decipher, but again, a CRM or Google Analytics can help). you can track manually or with a social CRM — example of Sprout Social below). Knowing your customers is a never-ending quest for most marketers. It’s why businesses exist. Surveys.

Oracle Integrates On Demand Marketing with On Demand CRM

Customer Experience Matrix

Summary: Oracle has integrated marketing automation with its on-demand CRM product. In February they released the first “Oraclized” version of the product, now Oracle CRM On Demand Marketing. This included a redesigned user interface that matches the look, feel, and terminology of Oracle’s on-demand CRM product, is available in the same 20 languages, and allows unified user IDs and log-ins. The new system uses the same data structures as the rest of Oracle CRM On Demand. Will competitors do the same? wonder if they had cake?

What Salesforce’s Acquisition Of Radian6 Means for Sales People

Sales Intelligence View

This is the first example of a CRM company making a definitive move into the Social Monitoring space. Salesforce argues that the acquisition of the company will enable it to enhance all of its products, including Sales Cloud, Service Cloud, Chatter and Not only will this acquisition accelerate our growth, it will extend the value of all of our offerings. Sales 2.0

7 Reasons Why Oracle's Market2Lead Acquisition Makes a Lot of Sense


People asked my opinion on this acquisition. Marketing Automation system either needs to have great connection to the CRM system, or it should all be integrated. Other CRM vendors claim to do Marketing Automation, but I believe those claims are unsubstantiated. Oracle has been a Java-company for a long time, and after the Sun acquisition they also own the Java technology itself. The winners will have tied their applications into other vital marketing and sales processes, either through integration or through acquisition. Market2Lead Probably Got A Good Deal.

A Secret No More: Eloqua on Salesforce’s Acquisition of Radian6

It's All About Revenue

Remarkably, nobody even pointed to financials ($326M in cash and stock) like they do with most acquisitions.  Here’s ours: CRM and social are no longer adjacent industries.  By now everyone has read the three tactical pillars of this acquisition: Salesforce will integrate Radian6 into their Sales and Service Cloud, giving reps on both ends of the customer lifecycle much-needed insights into buyers and prospects. by Joe Payne | Tweet this. My iPhone blew up this morning.  Salesforce has always been a future-forward company when it comes to social.  Surprise? Share email.

Why the sales funnel is alive and well and living on the web

grow - Practical Marketing Solutions

If you stack up all of the leads in an honest and robust CRM based on where they’re at in the buyer’s journey it will always resemble a funnel. If you stack up all of the leads in an honest and robust CRM based on where they’re at in the buyer’s journey it will always resemble a funnel. By Chad Pollitt, {grow} Community Member. Makes sense, right? No way. It doesn’t, and never did.

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. This means the $300 per month of even the cheapest marketing automation systems is a big increase that many small businesses will not be willing to pay. * I put "social CRM" in quotation marks because I personally am not quite sure what it really means.

4 B2B Insights from’s Acquisition of Radian6

Social Media B2B

Today announced the acquisition of Radian6. The addition of Radian6 to the suite of tools (even though the companies will still run separately) creates awareness among salespeople that company or industry mentions found through social media monitoring can be considered trackable events in their CRM tools. 2. While monitoring will also serve the company at the top of the funnel, tracking these mentions in a CRM will show salespeople that it is possible to engage at various stages of the buying process. 4. More Engagement Possible at More Levels.

ReachForce Buys SetLogik: One-Stop-Shopping for B2B Marketing Data Plus Database

Customer Experience Matrix

The SetLogik acquisition takes this a step further by letting them build databases to hold their data, thereby expanding the market beyond people with a database already in place. setlogik marketing database management data cleaning b2b marketing data marketing automation data cleansing setlogik acquisition data enhancement reachforceB2B marketing data vendor ReachForce today announced its purchase of SetLogik , which provides technology to build cloud-based marketing databases and do predictive modeling against them. See my post from last October for more on SetLogik.)

Predictive Acquisition: Get Up To Speed, Then Go After Those Promising Prospects


Enter predictive acquisition. Put simply, predictive acquisition helps you discover net-new prospects that look like your best customers – and identify other new prospects and markets, as well. Predictive acquisition can also help you identify promising current prospects within your CRM. Predictive Acquisition Best Practices. 1. Those days are over.

LinkedIn-Microsoft Deal Means The Intelligent Cloud Is Here


Today, Microsoft announced its intent to acquire LinkedIn for $26.2B — Satya Nadella’s biggest deal ever and maybe the largest technology acquisition in history. Surprisingly, many analysts are calling this a “social” consumer acquisition, rather than an enterprise one. Most companies struggle to keep their CRM data clean and the chief complaint from most CMOs is lack of quality customer intelligence. The ongoing concern for most enterprises is that cleaning CRM data isn’t easy because there isn’t a master data set or universally “true” data set to compare against.

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CRM+ When Regular CRM is No Longer Enough

Sales Intelligence View

Adds Intelligence to the Social Enterprise with Launch of CRM+. Or a news article showing the company just made an acquisition? It’s time for forward-looking intelligence in CRM to correct the ‘rear-view mirror’ approach currently provided by data companies,” said Umberto Milletti, CEO and founder of InsideView. said Umberto Milletti, CEO of InsideView.

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Oracle and Eloqua: Driving the Modern Marketing Era

It's All About Revenue

As of last Friday, February 8, 2013, Oracle completed the acquisition of Eloqua, and Eloqua’s products will become a core component of the Oracle Marketing Cloud. Read the whole press release announcing the acquisition. Additionally, the open Eloqua platform will continue to support multiple CRM systems.

Salesforce Social Media Acquisition of Buddy Media – Buddy Media CEO’s Personal Response Video


Buddy Media, a social media and marketing company that connects brands to customers through social media, has just signed a multi-million dollar deal with Salesforce and is now set to become a part of the cloud computing and CRM company. Highlights: Salesforce Acquisition. The deal will go into effect later this summer. Buddy Media CEO Video Response. News & Notes

A fascinating “hardcore” B2B social media success

grow - Practical Marketing Solutions

The case exemplifies an integrated approach to CRM, customer research, SEO, web design, content development, and social media marketing that I think you’ll enjoy! They also used the blog as a way to establish conversations in the industry. > Established “scorecard&# through their CRM system to track lead nurturing progress. BACKGROUND. STRATEGY. RESULTS. Website.

6 Tips for Turning Big Data into Great Customer Experiences

Buzz Marketing for Technology

The real-time data that your website and CRM systems are gathering is far more valuable than anything you can obtain from an outside vendor. Examples of the typical aggregate data you can capitalize on in a big data strategy: Acquisition source. Posted in Behavioral Targeting Business Intelligence Conversion Optimization Customer Experience Enterprise 2.0 We see this every day.

Content Strategy Before Technology Acquisition

Sales Engine

Your CRM Should Start Giving You an Indication Customer relationship management (CRM) software such as Salesforce consolidates all customer information into one database, from personal data to purchase history. The more you can segment and track prospect behavior in the CRM, the better you can target content that creates an individualized approach. Stay with me here!

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. The acquisition is significant on several levels. More specifically, it’s a major acquisition by a CRM vendor, helping to fulfill everyone's favorite prophecy that marketing automation and CRM will eventually merge.

Eloqua, Oracle & Why Modern Marketing Needs Open Systems

It's All About Revenue

This means, at a technology level, that integrations with leading CRM systems such as Oracle’s Siebel and other CRM systems,, and Microsoft CRM are necessary. Over the last five years, Eloqua has invested heavily in the open systems to make this possible; deep CRM integrations with all the leading CRM platforms, open APIs across the entire platform, and an AppCloud marketplace with apps that connect to dozens and dozens of systems. Marketing Efficiency b2b marketing crm Eloqua Eloqua Oracle deal marketing automation modern marketing Oracle

Your Customers Are Way More Efficient Than You Are

B2B Marketing Unplugged

Marketers spend a lot of time working on shorter sales cycles, end-to-end lead tracking, automated nurture programs and anything that reduces the cost of acquisition. CRM B2B marketing customer service linkedin porcupinesI just love sitting in the quiet zone on the train. Imagine my disappointment last week when I jumped on a crowded train and had to sit in the noisy bit.

Future of Marketing Automation: Grow or Die

Customer Experience Matrix

This means they don’t help other marketers who do lead acquisition and marketing administration (planning, budgeting, project management, etc.). marketing automation can expand in either direction along the customer path: backward to acquisition or forward to sales and service. But CRM systems are deeply embedded in sales departments, so they block growth in that direction.

Top 10 Takeaways from the “Rethinking the Role of Marketing” Report as Tweetable Stats

Marketing Action

The report, Rethinking the Role of Marketing , reveals that top performing marketing teams are taking full control of the customer journey – beginning with awareness and customer acquisition, and also encompassing the more lucrative customer retention and expansion stages. Marketing is only function that supports customer engagement across lifecycle #CRM #RethinkMarketing.

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Don’t Let Prospects Get Lost: Create a Customer Journey Map

Marketing Action

The recent report from Gleanster and Act-on, Rethinking the Role of Marketing , demonstrated that marketing teams have traditionally focused their time and money on only one part of the journey – customer acquisition. B2B Marketing CRM Demand & Lead Generation Lead Nurturing Sales & Marketing Alignment customer journey customer lifecycle journey lifecycle marketing Attract.

My Take: Salesforce Acquires ExactTarget, Continues Marketing Automation Industry Consolidation

Customer Experience Matrix

Tougher for marketing automation in the long term. I''ve long argued that CRM and marketing automation should be part of the same system. Marketing automation sits between email and CRM, in the sense that it relies heavily on them both. Email and CRM are two big customer-facing systems: you get absolutely no prize for knowing that your Web site is the third. (Ok, social is in there someplace too, but it''s still more smoke than fire.) A truly complete customer-facing solution would encompass Web content management as well. Salesforce isn''t done, or at least shouldn''t be.

Should Marketers Be the Stewards of the Customer Relationships? Gleanster Research Results

Marketing Action

To find out, Gleanster Research and Act-On Software conducted a comprehensive study to understand the state of customer lifecycle engagement, CRM, and what separates Top Performing organizations from Average firms in midsized B2B organizations. What is the Real Meaning of CRM? As it turns out, CRM can mean many things to many people. When asked “How do you define CRM?”

8 Million Sales Triggers Delivered

Sales Intelligence View

Summer of Sales Intelligence: InsideView Sees Huge Gains in Customers and Major CRM Platforms, Delivers 8 Million Sales Triggers in Recent Quarter. For example, a business event — like an acquisition or merger — that warrants sales outreach, or news event like a product launch, that matters to the ongoing sales conversation. Big Growth and Launch of CRM+. In August, the company launched CRM+, which brought its intelligence technology to a broader business sector including marketing, service, human resources and more. Success On All CRM Solutions.

How to Marry Digital and Human-Touch B2B Marketing

It's All About Revenue

He leads customer acquisition programs for Fortune 500 companies, and is passionate about building strong business relationships through professional phone conversations. Lead Quality 3DB2B b2b marketing communication crm digital communication human touch inside sales Jeff Kalter lead management lead quality online marketing outreach tactics It’s fast. It’s easy. And it’s ubiquitous.

A Scorecard for B2B Marketing Operations [Download Evaluation]


An attribution solution integrates with multiple other types of marketing technology, including the CRM. Advanced, multi-touch attribution solutions track all marketing touchpoints across the entire funnel and show those interactions inside the CRM. Attribution data organized by account in the CRM. Cost per acquisition. This scorecard is meant to help with that. MARTECH.

Marketing Hacks: 10 New Ways to Use Your Marketing Automation Platform


Marketers are no longer focused as narrowly on the acquisition of new customers; they’re spending time and resources nurturing their customers to be successful, and those customer relationships to be long-term. Leverage your marketing automation, CRM, and ERP data to understand when a buyer is ready for an upsell. Marketing is easy to overcomplicate. But that’s changing. Templates.