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

OCTOBER 17, 2012

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. Financial terms were not disclosed. MarketingPilot is best described as integrated marketing management for mid-tier companies.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

APRIL 15, 2012

Here’s some detail from the study itself (you'll have to click on this to make it legible): Eloqua Marketing Metrics Outlook 2011 You’d expect Eloqua to put out a good study on this topic, and they do. The best-in-class, average, and laggard classifications illustrate the huge gap between even average performers and best-in-class.

Advertising Benchmark 120

Advertising Benchmark Eloqua B2B Click Rate 120

Customer Experience Matrix

JUNE 27, 2013

Price was $600 million, which is roughly in line with the 8x revenue paid for ExactTarget and Eloqua recently. Adobe was on everyone’s list of potential buyers, and Neolane was ripe for acquisition or an initial public offering. The deal is not particularly surprising.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Automation Marketing Management 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. App markets are quite the fashion right now, and HubSpot’s joins the Eloqua AppCloud announced in June. Acquisitions, on the other hand, can be strategically decisive.

Hubspot 120

Hubspot Marketing Automation Services API Salesforce.com 120

Customer Experience Matrix

NOVEMBER 16, 2011

By comparison, arch-rival Eloqua will earn about $70 million this year on 1,000 clients, or $70,000 per client.) But Marketo has said that it earns back the acquisition cost in less than one year. As I wrote last year, this is a critical problem for the company. (By Ah, but there’s a fly in that honey. There’s some truth to that.

Marketo 120

Marketo Eloqua Comparison Acquisitions 120

Customer Experience Matrix

FEBRUARY 12, 2013

The most notable is Eloqua, which as a public company has to report its results. My theory is that marketing automation has a low priority because it is far from a complete customer management solution – or even a complete customer acquisition system. So if you’re working in the industry, don’t circulate that resume just yet.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Automation 120

Customer Experience Matrix

JULY 22, 2010

Eloqua and Silverpop are the obvious candidates. Salesforce.com is the big question and no one would be surprised to see them make an acquisition. Note that many of these are already part of larger suites whose owners could easily afford a marketing automation acquisition.

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). But if Salesforce.com likes what it sees, who knows where that will lead?

Salesforce.com 120

Salesforce.com Enterprise Management Hubspot Marketing Automation Services 120

Customer Experience Matrix

SEPTEMBER 2, 2011

I discussed RPM with both Eloqua and Marketo during Dreamforce. Perhaps RPM is a way for marketing automation vendors to attract Salesforce's attention as a potential strategic acquisition. There’s an element of that in Revenue Performance Management, which stakes a claim to a much larger territory than marketing automation by itself.

Enterprise Management 120

Enterprise Management Marketing Automation Services Salesforce.com Work Management 120

Customer Experience Matrix

OCTOBER 11, 2012

ExactTarget announced its acquisition today of mid-tier marketing automation vendor Pardot , for just under $100 million ($95.5 The acquisition's value to ExactTarget is less clear. million, to be exact). In one way, this was surprising: Pardot had seemed less interested in being purchased than others in the industry.

Enterprise Management 120

Enterprise Management Marketing Automation Services Peer-to-peer Marketo 120

Customer Experience Matrix

FEBRUARY 24, 2014

In short – and I don’t use this term loosely – the BlueKai acquisition could truly be a “game changer” that forces other enterprise software vendors to also give marketers the CDP-style database building tools they’ve needed so desperately. As of this morning, Oracle’s competitors have a new gap in their product lines.

Enterprise Management 120

Enterprise Management Marketing Automation Services Work Management Marketing Management 120

Customer Experience Matrix

JUNE 2, 2011

This is quite different from competitive products like Eloqua , which are sold mostly to B2B marketers. It’s a dangerous but exciting position. _ * It wasn’t an outright acquisition because Salesforce.com wouldn’t permit integration with an Oracle-owned product.

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

MAY 23, 2007

What with all the recent acquisitions in the digital marketing industry, I thought I’d draw a little diagram of all the components needed for a complete solution. Demand generation systems like Vtrenz , Eloqua and Manticore combine email with some Web page creation and analytics. The results were a surprise. Interesting days are ahead.

Enterprise Management 120

Enterprise Management Marketing Management Vtrenz Online Marketing 120