Trending Sources

The 14 Best Marketing Automation Tools

Webbiquity

Marketing automation software tools can be very helpful in making lead nurturing and sales acceleration efforts more effective—even if the category is badly misnamed. Marketing can’t be automated.) But “segmented prospect email followup sequence design and automation,” while a more accurate label for the category, certainly isn’t as catchy.

Tools 36

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

The Interwebs have delivered an unusually rich trove of data about the marketing automation industry in the past few weeks. Taken together, these provide a clearer picture than usual of the state of marketing automation. The reason is selection bias: most surveys are answered by people who are actively engaged in marketing automation.

More New Systems Challenge the Marketing Automation Status Quo

Customer Experience Matrix

Last week’s post looked at newer marketing automation systems that focused on small businesses. The general notion is that small businesses are finding existing marketing automation products too hard to use and would be happy with something simpler, especially if it costs less. It will be adding these as it sells more to corporate marketers, who tend to need them.

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 And most marketing and sales data is just that — garbage. So what is the key to better demand generation analytics? Successful demand generation analytics must bridge the two. Blog alignment Analytics big data Demand GenerationGarbage in; garbage out.

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. The bad news was for B2B marketing automation. 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. There, Pardot is described only as providing lead scoring and nurture programs, which is a subset of what B2B marketing automation usually offers. Here are my observations.

B2C 58

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.

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. MarketingPilot is best described as integrated marketing management for mid-tier companies. still doubt Salesforce.com will get the message any time soon, but maybe they'll start to reconsider. Financial terms were not disclosed.

How Should I Structure My Marketing Automation Team?

Modern B2B Marketing

In fact, football teams are a lot like marketing automation teams – you need talented players, of course, but you also need dedicated roles, internal coordination, and sound strategy. The Basic Structure of a Marketing Automation Team. Cloning programs and templates allows small teams to accomplish marketing automation on par with much larger companies.

How Should I Structure My Marketing Automation Team?

Modern B2B Marketing

In fact, football teams are a lot like marketing automation teams – you need talented players, of course, but you also need dedicated roles, internal coordination, and sound strategy. The Basic Structure of a Marketing Automation Team. Cloning programs and templates allow small teams to accomplish marketing automation on par with much larger companies.

Dreamforce 2011: Salesforce.com Will Leave Marketing Automation Alone. But Revenue Performance Management Might Be Another Story.

Customer Experience Matrix

I spent most of this week at Salesforce.com ’s Dreamforce conference. But I did notice about two years ago that pretty much everyone in the B2B marketing automation space was more or less assuming I’d attend. If the big question on the mind of the marketing automation industry has been whether Salesforce would launch its own product, the show provided what I consider to be a definitive answer: No (at least for now; never say never). All of which brings us back to B2B marketing automation. Peer pressure worked, and there I was. As a $2.1

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. This could be a real game-changer in the small business marketing automation landscape. Salesforce.com and Google announced their long-anticipated entry into the marketing automation industry, in the baby-step form of investments in HubSpot.

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

Customer Experience Matrix

Adobe today announced plans to acquire Neolane , the largest remaining independent B2C marketing automation vendor (excluding email-focused providers like Responsys and Silverpop ). It reinforces suspicions that Adobe was the mystery bidder for ExactTarget mentioned last month by Salesforce.com. That frankly didn’t take much insight, but I’ll brag a bit more about having pegged Adobe as needing to add marketing automation as far back as this post in 2009 and again in 2010. Predictable or not, this deal does fill a gaping hole in Adobe’s marketing cloud.

CRM 53

B2B and B2C Marketing Automation: Understanding the Differences

Customer Experience Matrix

As you might have guessed from my recent list of B2C marketing automation systems , I’ve recently been spending some time helping consumer marketers to select vendors. This is more a return than a departure: although I’ve written mostly about B2B systems for the past few years, my earlier work was largely in consumer marketing. Here are some observations - consumer marketers have to build databases; B2B marketers don’t. This is frustrating for consumer marketers, who see the huge variety, slick features, and attractive pricing of the B2B systems.

B2C 50

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

Customer Experience Matrix

That could serve as a pretty complete summary of the state of the art for B2B marketing today, especially if you consider “content marketing” as implicitly included. To reach that market, the company had to build its own version of “data management platform” (DMP) systems that manage lists of known entities, recognizes them when they appear on an external Web site, and delivers them an appropriate advertisement. This is a major extension beyond traditional marketing automation, which works mostly through email to known prospects. Let’s start with DemandBase.

Why Are Marketing Automation Managers So Hard to Find?

LeadSloth

Even though some vendors have been around for almost 10 years, Marketing Automation is still relatively new. According to Forrester, only  2-5% of B2B firms have invested in full-featured Marketing Automation. Increasingly, B2B companies realize that Marketing Automation software requires skilled operators. But – if you decide to hire a Marketing Automation manager – what should you look for, and where do you find them? The situation with Marketing Automation reminds me most of Web Analytics.

Model Factory from Modern Analytics Offers High Scale Preditive Modeling for Marketers

Customer Experience Matrix

Here’s another log for that fire: Model Factory from Modern Analytics , which promises as many models as you want for a flat fee starting at $5,000 per month. The "what" is pretty simple: it builds a large number of models in a fully automated fashion. Modern Analytics has staff to help with that, but it can still be a substantial task. Better still, Modern Analytics has experience connecting to APIs of common data sources such as Salesforce.com , so a new feed from a familiar source usually takes just a few hours to set up. The "how" is more complicated.

API 48

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. generally think of marketing systems as relying primarily on data from the company’s own marketing, sales, and operational systems. So what did I learn? The first was data.

Infor Epiphany Marketing and Interaction Advisor: Good Examples of B2C Marketing Automation

Customer Experience Matrix

Epiphany was one of the high-fliers of an earlier marketing automation boom: launched in 1997 with an initial public offering in 1999, it traded stock for a variety of customer management systems before its price collapsed. Infor has recently renewed its commitment to the Epiphany line, increasing investment in the product and its marketing. So much for Epiphany Marketing.

B2C 45

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. salesforce.com, Microsoft Dynamics CRM), so why do I need marketing automation ”? Many CRM systems have a module for marketing. Given this positioning, it’s no wonder that marketers often think they may not need anything else to run their modern marketing departments.

CRM 38

SalesPredict Offers Highly Automated, Highly Flexible Predictive Modeling

Customer Experience Matrix

A couple of weeks ago, I wrote that “predictive everywhere” is one of major trends in data-driven marketing. meant both that predictive models guide decisions at every stage in many marketing programs, and that models are used throughout the organization by marketing, sales, and service. Results appear as lists in a CRM interface or as scores on a marketing databaset.

Predictive Analytics and Modern Marketing: Q&A with Mintigo’s Atul Kumar

It's All About Revenue

Over the past year, Oracle Marketing Cloud has added more than 350 marketing applications and data partners to deliver the industry’s largest marketing technology ecosystem. The most recent addition to this list is Mintigo’s latest Oracle Marketing AppCloud application that brings predictive lead scoring and data enrichment capabilities directly within Eloqua.

Eloqua 106

Research Report: Lead Gen Not as Easy as Marketers Think

The Point

I just returned from a few days at Dreamforce in San Francisco, the annual circus-slash-conference hosted by CRM leader Salesforce.com, and was struck by the wave of technologies on display that centered on analytics. Yes, marketing technologies – and marketing automation in particular – make it easier than ever for companies to generate campaigns and leads.

LeadForce1 Adds Mind Reading to Marketing Automation

Customer Experience Matrix

It combines this with standard B2B marketing automation features to provide better-qualified leads to sales people. The B2B marketing automation industry has reached the stage where product features are similar and companies compete primarily on business and marketing savvy. The company’s product touches the standard marketing automation bases: outbound email, landing pages and forms, lead nurturing, scoring and integration with Salesforce.com. Summary: LeadForce1 infers Web visitors' intent and sales stage from the contents they read.

HubSpot & Salesforce Sign a Partnership Pact Through 2020

Hubspot

I’m thrilled to announce that HubSpot has renewed our ISVForce relationship with Salesforce.com through 2020. Nearly 20% of HubSpot marketing software customers use Salesforce.com’s CRM product. There are tens of thousands of Sidekick sales acceleration users who also enjoy Salesforce.com’s CRM product. think this type of deal is healthy for the market.

True Influence InsightBASE Simplifies Use of B2B Intent Data

Customer Experience Matrix

Intent data is one of hottest topics in marketing today – see, for example, Oracle’s recent purchase of AddThis. The notifications can be loaded as lists into a marketing automation or CRM system, where they can trigger advertising, sales calls, or other actions. They can also be based on use of specific technologies, allowing marketers to target competitors’ customers. InsightBASE has standard integrations with Marketo , Oracle Eloqua , and Salesforce.com. b2b marketing intent data lead scoring marketing automation predictive analytics

Dell To Resell Pardot Marketing Automation

Customer Experience Matrix

Dell announced today that it has added Pardot marketing automation to its list of Dell Cloud Business Software applications. Other products in the suite include Salesforce.com for sales automation and customer service, Adobe EchoSign for e-signatures, AppExtremes Conga Composer for proposal creation, Dell’s own Boomi for application integration, and a Dell-built analytics platform. The Pardot system costs from $1,000 to $3,000 per month depending on the email volume, file size, and numbers of forms, landing pages, programs, and automation rules.

B2B 13

Constant Contact Adds Social CRM: Should Marketing Automation Vendors Be Worried?

Customer Experience Matrix

This is a major expansion for Constant Contact, placing it more squarely into competition with CRM and marketing automation vendors. As I've noted previously, small businesses are particularly likely to adopt a single platform for all of their marketing and customer management needs because the inefficiencies of multiple platforms are so obvious and painful in a small organization. The company expects more than $200 million in revenue in 2011, which about equals my estimate for 2010 revenues for all B2B marketing automation.

Revenue Performance Management to Marketing Automation: What Facebook was to MySpace?

It's All About Revenue

Lauren Carlson , of Software Advice , is one of the rising stars in the constellation of CRM, marketing automation and, now, Revenue Performance Management industries. You came out of seemingly nowhere to become one of the most listened-to voices in CRM, marketing automation, and now Revenue Performance Management. have to credit most of my success to the amazing network of experts in the CRM and marketing automation space. Also, there is something to be said for being a young person in a young industry like marketing automation. Facebook.

Leads 20

HubSpot's Strategy for Winning the Marketing Automation Horserace

Customer Experience Matrix

Back on September 20, I posted various tips from the Inbound Marketing Summit and HubSpot User Group. This strategy has two main elements, which were set out by CEO Brian Halligan in his keynote: - expansion to “middle of funnel” marketing. HubSpot originally focused on “top of funnel” or “inbound” marketing, which boils down to helping marketers to attract Web traffic. The company is now doing more to help marketers nurture the leads its attracts. Mid funnel" is the territory of standard B2B marketing automation, although HubSpot largely avoids the term.

Four Signs That You May Need Marketing Automation Help

Modern B2B Marketing

That is what we as marketers try to do with marketing automation—make the process of marketing more efficient, long-lasting, and available. Most of us, like Edison, are dabbling in the great unknown with trials and errors when it comes to marketing automation. Are the stages of your revenue cycle mutually defined and accepted by sales and marketing?

Silverpop's Latest Release Targets Sophisticated Marketing Automation Buyers

Customer Experience Matrix

Summary: Silverpop has continued to extend the marketing automation capabilities of its Engage platform. The latest release adds features that are most important to enterprise marketers. More than a year has passed since Silverpop merged its email and marketing automation systems into a single product, Engage 8. The combined product offered advanced email but was missing some capabilities available in the previous marketing automation product. Engage still relies on Salesforce.com to produce revenue reports. Salesforce.com integration.

Customer Data Platforms Revisited: The Future of Marketing Data

Customer Experience Matrix

It’s nearly two years since I introduced the concept of a Customer Data Platform , defined as a marketer-controlled system that builds a multi-source customer database and exposes it to external execution systems. Customer Management Functions CDPs exist because marketers need to coordinate customer (and prospect) interactions across channels. better marketing attribution.

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. Companies evaluating established providers such as Marketo , Eloqua , Silverpop’s B2B Engage and HubSpot would be well-advised to check out a relatively new contender as well— Genoo Marketing Automation. With a boatload of advanced features and an affordable price point, Genoo hopes to earn a spot on the shortlist for any marketing automation / lead gen purchase.

9 Criteria for Selecting a Social Media Monitoring Tool

Webbiquity

With almost 200 social monitoring tools (and new entrants still coming to market), available at a range of price levels from free to if-you-have-to-ask-you-can’t-afford-it, how does an organization select the right social monitoring tool for its needs? The financial question needs to be directed to your CEO or CFO; the user issue to customer support; the enhancement idea to product management; and the product review to marketing. Salesforce.com ), marketing automation tools and web analytics packages. But how do you choose one? Range of coverage.

Tools 65