Customer Experience Matrix

APRIL 3, 2013

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. Conversely, having a readily-available data source encourages marketers to build their own database.

Reachforce 120

Reachforce Buy Marketing Management B2B Marketing 120

Customer Experience Matrix

DECEMBER 18, 2012

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.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

APRIL 18, 2012

With its usual fanfare, Marketo today announced the acquisition of social marketing campaign company Crowd Factory. These include: Silverpop announced it had purchased CoreMotives , which adds marketing automation capabilities within Microsoft Dynamics CRM. Not as sexy as a social marketing acquisition but useful nevertheless.

Act-On 120

Act-On Marketing Automation Services Marketo Buy 120

Customer Experience Matrix

JUNE 4, 2013

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,

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 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. Acquisitions, on the other hand, can be strategically decisive. Performable also has existing connectors with a variety of social media, help desk, email, billing, chat and CRM systems.

Hubspot 120

Hubspot Marketing Automation Services API Salesforce.com 120

Customer Experience Matrix

AUGUST 26, 2014

The table also shows that customer acquisition cost has increased by 76%, which is even more than average revenue. HubSpot does make several references to supporting sales departments in its document, which a casual reader might interpret to mean it also provides CRM features. This makes sense: it’s harder to sell bigger accounts.

Paid Search Agency 120

Paid Search Agency Hubspot Eloqua Advertising Agencies 120

Customer Experience Matrix

MARCH 4, 2014

API integration with CRM and marketing automation systems also lets those systems assign businesses to the target lists. I still do expect to see marketing automation systems move up-funnel towards acquisition. Vendemore can also use cookies to identify site visitors for retargeting on other Web sites within an ad network.

Top of Funnel 120

Top of Funnel Advertising Funnels Paid Search Agency Display 120

Customer Experience Matrix

NOVEMBER 5, 2015

The Aprimo group was dominant in the years immediately following the acquisition but control shifted back to the older Teradata team more recently. One bit of evidence: the Aprimo brand was dropped in 2013. So what happens now? You heard it here first.

Enterprise Management 120

Enterprise Management Planning Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JANUARY 22, 2013

GroSocial is an interesting acquisition: about it three years old, it has about 20 employees and more than 25,000 customers. According to CEO Clate Mask, most of the money will be used for acquisitions, product development, and accelerated customer acquisition. Starting price is $30 per month after a 30 day free trial.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Work Management Marketing Automation 120

Customer Experience Matrix

SEPTEMBER 15, 2009

This puts pressure on marketing automation vendors, who also want to provide Web analytics and content management, and who are already being pressed by customer relationship management (CRM) vendors. This is a very unpleasant position, since both CMS and CRM vendors are much larger than the marketing automation specialists.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

DECEMBER 22, 2010

Summary: Teradata's acquisition of Aprimo takes the largest remaining independent marketing automation vendor off the market. other recent marketing system acquisitions, and wide knowledge that Aprimo was eager to sell, no one is particularly surprised by this transaction. Given the previous Unica deal.

Resource Management 120

Resource Management Marketing Automation Services Enterprise Management Work Management 120

Customer Experience Matrix

FEBRUARY 27, 2013

But my immediate reaction is that Oracle already has a B2C marketing system, cleverly called Oracle Marketing and derived from its Siebel acquisition. today's marketing automation manages just one slice of the customer life cycle, and indeed just one slice of the acquisition cycle. A true B2C system can accommodate any data model.

Eloqua 120

Eloqua Marketo Marketing Automation Services Marketing Management 120

Customer Experience Matrix

JUNE 29, 2011

The IMH, as we cognoscenti call it, combines ExactTarget's email, mobile, Web pages, Web visitor tracking, and social media with external touchpoints as well as Salesforce.com and Microsoft CRM. At the end of the day, I’d still put my money on the big CRM systems as the logical central repository for customer data.

Eloqua 120

Eloqua Marketing Management Marketing Automation Services Lead Ranking 120

Customer Experience Matrix

DECEMBER 4, 2012

I don’t quite think so: although sales integration is indeed important, I believe the next generation will be focused on serving other groups within the marketing department, including acquisition (advertising and social media) and administration (budgets, planning, content creation, workflow, etc.).

Marketing Automation Services 120

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 120

Customer Experience Matrix

JULY 22, 2010

The obvious candidates are CRM vendors. Salesforce.com is the big question and no one would be surprised to see them make an acquisition. Microsoft is another possibility, although its Dynamics CRM is sold mostly to smaller businesses than the typical marketing automation system.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

MARCH 8, 2011

In many ways, this investment strikes me as more significant than last year’s acquisitions of Unica by IBM and of Aprimo by Teradata , which were widely touted as “validating” the concept marketing automation and involved vastly more money ($1 billion combined). It followed $33 million in earlier funding since the company was founded in 2006.

Salesforce.com 120

Salesforce.com Enterprise Management Hubspot Marketing Automation Services 120

Customer Experience Matrix

OCTOBER 20, 2008

In fact, I've decided I need at least three pieces on the topic: one explaining demand generation in general; one explaining how it differs from marketing automation; and another distinguishing it from customer relationship management (CRM).

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Marketing Automation 120

Customer Experience Matrix

NOVEMBER 16, 2011

Marketing process: describe your current methods for customer acquisition, relationship development, and retention. A simple marketing automation deployment might integrate only with CRM. Remember: a solution that’s too sophisticated for your needs can be as ineffective as one that’s too simple.

Work Management 120

Work Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

MARCH 24, 2015

Of course, the products have all been modified to some degree since their acquisitions. Adobe does connect with non-Adobe systems through Audience Manager, its data management platform, which can exchange data with a company’s own CRM or operational databases, business partners, and external data pools and ad networks.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Planning 120

Customer Experience Matrix

NOVEMBER 2, 2010

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.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Marketing Management Marketing Automation 120

Customer Experience Matrix

OCTOBER 12, 2009

Add the cost data already gathered in stage 1 (response measurement) and you can calculate a simple Return on Investment based on revenue / acquisition cost. These give a ROI measure that comes reasonably close to showing the true business impact of each acquisition campaign. Understand the Buying Process.

Lead Ranking 120

Lead Ranking Planning Lead Scoring Paid Search Agency 120

Customer Experience Matrix

NOVEMBER 15, 2007

Yes, you read that right: Web Analytics is listed both as a Solution Line and as a component of the CRM Solution. Another reason for overlapping products is that SAS has made many acquisitions as it expands its product scope. So is Profitability Management. Confused yet?

Resource Management 120

Resource Management Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

JUNE 22, 2011

The strategic purpose of the FatWire acquisition is self-evident: to fill a gap in Oracle’s customer-facing technologies, which already had ATG ecommerce and general Enterprise Content Management for Web sites, as well as Oracle CRM and Oracle Loyalty. Perhaps that justifies calling it more than plain old Web content management.

Enterprise Management 120

Enterprise Management Digital Asset Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

DECEMBER 5, 2006

I suppose it’s petty to complain about the size of the type used in a white paper, but you would think something called “The CEO’s Guide to CRM Success” would recognize that senior managers might struggle with a six point font. Did I just call a CRM white paper “charmingly earnest”? Get expert advice from technologists” to “10.

Paper 120

Paper Case Study Case Studies CRM 120

Customer Experience Matrix

FEBRUARY 2, 2010

It’s self-evident that digital marketing (mostly on the Internet, but also mobile, in-game, and eventually interactive TV) is a major change from both traditional mass media and more recent database marketing (mail, email, telemarketing, CRM). focused on lead generation) than their consumer marketing brethren.

Database Marketing 120

Database Marketing Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

SEPTEMBER 2, 2011

This is pretty much the notion of “Salesforce add-ons” that I wrote about on August 16 (see "Can CRM Add-Ons Replace Marketing Automation?" ). Perhaps RPM is a way for marketing automation vendors to attract Salesforce's attention as a potential strategic acquisition. Or maybe I'm being naive.

Enterprise Management 120

Enterprise Management Marketing Automation Services Salesforce.com Work Management 120

Customer Experience Matrix

AUGUST 21, 2009

.* The new offering is designed to support all stages of interactive marketing, starting with traffic generation from paid search, Web banner ads and blogging, and continuing with visitor behavior tracking, landing pages and forms, interactive dialogs, multi-step email campaigns, lead scoring and CRM integration.

Marketing Automation Services 120

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

Customer Experience Matrix

MARCH 22, 2010

Since then it has added email and other services through acquisitions and internal expansion. Campaign outputs can include dynamically-customized content for direct mail, email, and mobile (SMS) messages, as well as messages sent to CRM systems via an API.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Multi-Channel 120

Customer Experience Matrix

JUNE 2, 2011

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. The new system uses the same data structures as the rest of Oracle CRM On Demand. Will competitors do the same?

Work Management 120

Work Management Marketing Management Marketing Automation Services Market2Lead 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. Data warehouses are largely limited to structured data.

Enterprise Management 209

Enterprise Management Work Management Marketing Management Marketing Automation Services 209

Customer Experience Matrix

SEPTEMBER 24, 2018

One of the more jarring aspects in Adobe ’s briefing last week about its Marketo acquisition* were several statements that suggested Marketo and Adobe’s other products were going to access shared customer data. And without a CRM product to sell against Salesforce , Adobe still won’t be able to position itself as a Salesforce replacement.

Enterprise Management 295

Enterprise Management Work Management Marketing Management Marketing Automation Services 295

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 Vendors Contact Marketing 120

Customer Experience Matrix

MARCH 28, 2018

The could of course be an excellent acquisition strategy but we don’t know if it’s what Adobe has in mind. (I It’s true that the Cloud Profile could in theory be used on its own but Adobe would need to price it very aggressively to attract companies that don’t already own other Adobe components.

Ideal Customer Profiles 120

Ideal Customer Profiles Marketing Automation Services Profiling Marketing Management 120

Customer Experience Matrix

NOVEMBER 22, 2013

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. Data outside the CRM structure, such as detailed Web behaviors, will remain separate.)

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

NOVEMBER 8, 2013

As Gainsight sees it, this makes them the post-sales analogue to marketing automation systems (which manage acquisition) and CRM systems (which manage sales)*. – but Gainsight actually means something concrete: it helps customer success managers identify churn risks and sales opportunities among their clients.

Enterprise Management 120

Enterprise Management Marketing Management Ideal Customer Profiles Marketing Automation Services 120

Customer Experience Matrix

OCTOBER 8, 2010

On Wednesday, IBM announced formal completion of its acquisition of Unica. The circle surrounding that holds CRM systems, which deal with identified customers as well as prospects. Applications vendors expand by moving into adjacent doughnuts, typically moving inward: ERM vendors beef up their CRM capabilities (e.g.,

Work Management 120

Work Management Marketing Automation Services Marketing Management Vendors 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