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A Structured Approach to Demand Generation Analytics

ANNUITAS

One analytics vendor after another is selling you on their ability to analyze and make sense of “any” data. Demand Demand generation leaders know it’s not true, though. So what is the key to better demand generation analytics? Successful demand generation analytics must bridge the two. This post first ran in Demand Gen Report January 15, 2016.

Marketo’s Take on Salesforce.com’s ExactTarget Acquisition

Modern B2B Marketing

Author: Phil Fernandez Today, Salesforce.com announced plans to buy ExactTarget. Many of our customers, prospective customers and business partners may be wondering what this move means for Marketo, since we are a leader in the marketing software space and so many salesforce.com customers also choose Marketo as their marketing automation platform. Where marketing is going.

3 Skills Demand Generation Marketers Must Master Or Risk Going Extinct

bizible

Demand gen marketers are a lot like hunter gatherers. Can demand generation marketers really learn from cavemen? Do demand generation marketers have to adapt to changing environments, specifically changes in technology? Demand generation isn’t much different from hunting and tracking. The Analytic and Observation Skills Needed To Survive. demand generation

The Pond Just Got More Crowded: Google, Salesforce.com and Sequoia Invest in HubSpot

Customer Experience Matrix

Summary: HubSpot announced a $32 million investment yesterday by Sequoia Partners, Google and Salesforce.com. Salesforce.com and Google announced their long-anticipated entry into the marketing automation industry, in the baby-step form of investments in HubSpot. But if Salesforce.com likes what it sees, who knows where that will lead? intended to extend Google’s own business).

The Rise of the Marketing Technologist Part 3: People, Process, Content and then Technology

ANNUITAS

I was sitting in some client meetings recently going over their Demand Generation Strategy, and something struck me as out of the ordinary…but in a good way. Moving from tactics-based marketing to strategic Demand Generation will most likely require the development of a new skill set within your team.  Author: Jason Stewart @jstewart_1 Vice President, Demand Generation, ANNUITAS.

Marketing Automation News from Dreamforce: B2B More Integrated, B2C Stays Separate

Customer Experience Matrix

I spent the early part of this week at Salesforce.com ’s annual Dreamforce conference. If and when that does happen, only the most demanding companies will purchase a separate B2B marketing automation product. It’s not really surprising that Salesforce kept its B2C platform separate, since Salesforce''s core technology isn’t engineered for the massive data volumes and analytical processing needed for B2C in general and consumer Web marketing in particular. Here are my observations. The big news was for geeks. But I can’t say I personally found it all that exciting.

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Marketing Automation Beer Goggles: What I Think I Learned at Dreamforce

Customer Experience Matrix

I’m writing this on my way home from Dreamforce, the Salesforce.com user conference that has become the primary industry gathering for marketing automation vendors. The theme includes easier connectivity to external data, via standard connectors in general and the Salesforce.com AppExchange in particular. Congratulations and thanks to the Salesforce.com team that made it happen.

The 14 Best Marketing Automation Tools

Webbiquity

An enterprise-grade marketing automation and analytics platform with solutions for lead management, email marketing, consumer marketing, customer base marketing, and mobile marketing. Sample review: “The software, analytics, and support are amazing. Integrates with popular platforms like Microsoft Dynamics and Salesforce.com. Marketing can’t be automated.) Pricing:  free.

Tools 36

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

Mintigo’s conclusion across 186,500 B2B companies was that just three percent were using the most common marketing automation systems: Oracle Eloqua , Marketo, HubSpot, and Salesforce.com Pardot. b2b marketing automtion industry overview demand generation lead management software marketing automation 2014 industry forecast marketing software Here’s how I see things.

Quantivo Offers High-Volume Customer Analytics at a Modest Price

Customer Experience Matrix

These are exciting times in the world of analytical systems. The Web has created new demands to handle unprecedented data volumes and semi-structured data. Its core is a data structure that sits somewhere between columnar – now the most common approach for analytical processing – and hierarchical indexes. Most clients are using the system for customer data analytics, and the vendor has created connectors for SAP, Salesforce.com, Marketo, Responsys, ExactTarget, Omniture, Google Analytics, IBM, Microsoft, and NCR systems. Yes there are trade-offs.

The 4 Stand Out Aspects of Salesforce Summer 11

It's All About Revenue

While this release is not heavy on features by Salesforce.com standards, the company has been on an acquisition spree as of late and the Dreamforce keynote only a few months away, so I expect to see a lot more in the works. Salesforce.com’s development of numerous Force.com features and tools. Analytics continuing to be a top level feature. believe that Chatter will be an integral part of all Salesforce.com products in the future. Analytics. You’ll notice that analytics gets a top-level category in the release notes. Chatter. Force.com. Facebook.

13 Events You Should Attend In 2013

It's All About Revenue

Batista , a freelance writer, editor and content developer.   As the former Managing Editor of DemandGen Report, Amanda covered the latest technology, trends and development in the marketing automation technology space, as well as the sales and marketing strategies central to demand generation.  . GAUGE (Google Analytics Users Great Event). New Media Expo (NMX AKA BlogWorld). 18-22.

B2B 77

Youcalc: On-Demand Analytics Without Stored Data

Customer Experience Matrix

Summary: Youcalc is an on-demand analytics vendor with 130 prepackaged applications primarily for sales and marketing reporting. Youcalc is fundamentally different from other on-demand analytics vendors like Birst , Cloud9 Analytics , Gooddata and Pivotlink : while those vendors all query data stored in their system, youcalc queries the source data directly. That is, youcalc provides analytical applications that read from an existing system, typically a Software-as-a-Service vendor like Salesforce.com or Google AdWords. No free lunch here, folks.

More New Systems Challenge the Marketing Automation Status Quo

Customer Experience Matrix

It also provides the rest of the standard marketing automation functions, including landing pages and microsites, Web behavior tracking, lead scoring, and integration with Salesforce.com. SharpSpring also started as a narrow application – in this case, Web visitor identification and analytics – and evolved into a full marketing automation platform selling through agencies.

Dreamforce Session Recap: Write Awesome Emails, Understand the Marketing Technology Landscape, and Rock Your Inbound and Outbound Marketing

Modern B2B Marketing

Dreamforce-goers have braved the elements of San Francisco, surviving a few rainy days under Salesforce.com’s huge inflatable structure connecting Moscone North and South. Jon showed a snapshot of actual data from Marketo’s own programs and showed all of the different types of programs our demand generation, content, and social teams run. Salesforce.com Be Human. Was it good?

Six FREE Tools To Measure Social Media for Business

PWB Marketing Blog

Facebook and other social networks equip you with limited analytic tracking tools. Google Analytics (free) – the most popular web analytics software, used by 53% of all websites. You can configure Google Analytics to measure social web traffic. Radian6  (paid) – acquired by the popular CRM company Salesforce.com earlier this year for $326 million.

Bizo and DemandBase Lead B2B Marketing Automation to Web Advertising and Beyond

Customer Experience Matrix

DemandBase had to build its own engines for real time bidding (RTB) and ad serving (Demand Side Platform or DSP) to support its approach. Marketing automation, Web analytics, and Web content management systems can all access this data via API calls for analytics and as inputs to their own selection and treatment rules. ad agencies b2b marketing automation bizo cross-channel marketing demandbase retargeting web advertising web analytics Let’s start with DemandBase. Astonishingly, four years have passed since I last wrote about them. So much for the mechanics.

LucidEra Takes a Shot at On-Demand Analytics

Customer Experience Matrix

Back in March, I wrote a fairly dismissive post about on-demand business intelligence systems. My basic objection was that the hardest part of building a business intelligence system is integrating the source data, and being on-demand doesn’t make that any easier. still think that’s the case, but did revisit the topic recently in a conversation with Ken Rudin, CEO of on-demand business analytics vendor Lucid Era. Although LucidEra has built a platform that supports generic on-demand business intelligence, it doesn’t sell the platform. Problem(s) solved, eh?

The Role of Data in Predictive Marketing

Orb Intelligence

Marketing software is becoming increasingly intelligent, with vendors building predictive algorithms to improve every aspect of demand generation and sales. Begemoths Salesforce.com and Marketo have recently acquired predictive marketing software companies ( RelateIQ  and  Insightera ), indicating that they are serious about data intelligence, too. Originally posted on VentureBeat.

Top 40 Twitter Feeds You’re Not Following

It's All About Revenue

Vicky Brock – A board director for Web Analytics Association, Vicky provides keen insight into web analysis. Dan Darcy – Dan, VP of Product Marketing for salesforce.com, shares views on tech, social media and business. Andrew Gaffney – Editor of the DemandGen report, Andrew scours the demand generation field for the latest news. Jen Pockell-Wilson – A VP at DemandBase, Jen is a demand generation guru. by Jesse Noyes | Tweet this Social media is a meritocracy, right? Well, not always. Often people with great things to say go unnoticed. Drop a name in the comments.

BtoB 24

Genoo Aims to Shake Up Marketing Automation Market

Webbiquity

Marketing automation / demand generation software enables marketers to build microsites and use content marketing to capture leads and nurture them through the buying process. The company’s new marketing automation platform enables users to create complete websites as well as microsites and landing pages, automatically send emails triggered by specific actions, configure lead scoring, and integrate with Salesforce.com. downloading a file, clicking a link in an email) to provide relevant content; No limit on the size or number of visits permitted to microsites. Digg this!

B2B 7

Salesforce.com Best Practices: Thought Leadership with David Taber, Author of Salesforce.com Secrets of Success

Modern B2B Marketing

David is the author of the new Prentice-Hall book, " Salesforce.com Secrets of Success ," which covers the people, policy, and process issues surrounding effective CRM solutions.  David is the CEO of SalesLogistix, a specialist Salesforce.com implementer focused on improving business processes for Sales and Marketing alignment and effectiveness. Q: David, why did you write this book? It does take some process changes to focus on the level of interest, the depth of demand in a Contact, rather than just lead flow.  If you want to go even further, don't focus on leads at all.

LeadForce1 Adds Mind Reading to Marketing Automation

Customer Experience Matrix

The company’s product touches the standard marketing automation bases: outbound email, landing pages and forms, lead nurturing, scoring and integration with Salesforce.com. Tags: behavior identification web analytics demand generation marketing automation lead management Summary: LeadForce1 infers Web visitors' intent and sales stage from the contents they read. It combines this with standard B2B marketing automation features to provide better-qualified leads to sales people. This intrigues me in its own way although it's not as much fun as looking at cool new technologies.

Why Are Marketing Automation Managers So Hard to Find?

LeadSloth

Note: if you’re looking for a Marketing Automation job, check out the positions below… Inspiration: Web Analytics 5 Years Ago. The situation with Marketing Automation reminds me most of Web Analytics. In the early days, Web Analytics was touted as the tool that has all the answers. But as Web Analytics guru Avinash Kaushik described, the 10/90 rule applied: for every dollar you spend on a tool, you need to spend 9 dollars on analysts to get the most out of the tool. Sales Force Automation software (primarily Salesforce.com). Email Marketing.

Lots of Vendors Can Help You Find Leads on the Web

Customer Experience Matrix

Some of the more important ones include: • Specific data sources, scanning techniques, and analytical methods. LeadSpace scans for data on demand, rather than maintaining its own master database. Radius finds small business prospects that resemble current customers and deploys them to Salesforce.com, along with key profile information and lead scores.

SiteCore Adds Analytics and Marketing To Web Content Management

Customer Experience Matrix

Summary: SiteCore has added extensive analytical and marketing features to its Web content management system. The integrated analytics should save considerable effort for marketers. SiteCore describes this as closing an “actionability chasm” between analytics and execution. The chasm is created by the traditional approach of using analytical systems (often sold as externally hosted services) that are separate from the underlying content management system. Companies running several separate analytical systems may need several sets of tags.

LoopFuse Offers No-Frills Demand Generation

Customer Experience Matrix

Summary: LoopFuse offers attractive but limited demand generation functions at an easy-to-swallow price. It’s been nearly a year since I took my first close look at the LoopFuse OneView demand generation system. Unlike most demand generation vendors, LoopFuse does not host landing pages or Web forms for its clients. It lets it generate some page-oriented Web analytics reports similar to Google Analytics. In addition to Salesforce.com, the vendor has a standard integration for SugarCRM. Tags: demand generation marketing automation loopfuse

Marketo Aims to Simplify Demand Generation

Customer Experience Matrix

As I wrote last week , demand generation vendors have a hard time differentiating their systems from each other. Functionally, it covers all the demand generation bases: outbound email, landing pages, Web site monitoring, lead scoring, multi-step nurturing programs, prospect database, analytics, Salesforce.com integration. Like every other demand generation vendor, Marketo has wrestled with how a branching, multi-step lead nurturing campaign can be made easy enough for non-specialist users. One company that has made a concerted effort is newcomer Marketo.

Marqui Combines Content Management and Demand Generation

Customer Experience Matrix

Summary: Marqui started as a Web content management system and then added basic demand generation. Marqui is one of the oldest demand generation vendors, founded in 2000. It added demand generation features later in response to client requests. The entry of CMS vendors into the demand generation market is a bit of a mini-trend right now: others following the same path include Sitecore and Lyris-owned Hot Banana. Among conventional demand generation systems, Pardot is a spin-off from CMS vendor Hannon Hill and Marketbright includes extensive CMS features.

Doughnuts and Pizza Slices: Analyzing Consolidation and Competition Among Software Vendors

Customer Experience Matrix

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. Tags: industry consolidation demand generation marketing automation analytical systems

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42 B2B Marketing Acronyms and Abbreviations

Digital B2B Marketing

DSP : Demand Side Platform. Salesforce.com. GA : Google Analytics. Some days B2B marketing discussions seem more like a reading of alphabet soup. With lines like “we need SME commitment before developing DDMs for the ABM program”, it is no wonder marketers often struggle to communicate internally. If so, add it to the comments (and please define it!),

SME 104
SME CPM CPC CPL 104

ActiveConversion Review - SMB Lead Management

LeadSloth

From Web Analytics to Demand Generation. ActiveConversion first became known for its sales-focused Web Analytics, such as identifying companies that visit your website (similar to Leadlander ). Salesforce.com integration. ActiveConversion also integrates with Salesforce.com , although using Salesforce is not a requirement. Marketing & Web Analytics.

2010 Will Bring New Features to Demand Generation Systems

Customer Experience Matrix

Summary: the demand generation market will continue to grow in 2010, and it may attract some new, big competitors from outside the industry. But the real excitement will be features that expand the scope of demand generation products to support inbound marketing, better measurement, and more efficient content creation. 2009 was a year of tremendous growth for demand generation systems (a.k.a. It's just a matter of time before CRM vendors (yes, I mean Salesforce.com ) and Web content management vendors decide to compete seriously for marketing automation business.

Bah, Humbug: Let's Not Forget the True Meaning of On-Demand

Customer Experience Matrix

I was skeptical the other day about the significance of on-demand business intelligence. But I’ve also been thinking about the related notion of on-demand predictive modeling. True on-demand modeling – which to me means the client sends a pile of data and gets back a scored customer or prospect list – faces the same obstacle as on-demand BI: the need for careful data preparation. Indeed, if you Google “on demand predictive model”, you will find just a handful of vendors, including CopperKey , Genalytics and Angoss. still am. third-party databases).