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More New Systems Challenge the Marketing Automation Status Quo

Customer Experience Matrix

Pricing is based on the number of contacts and messages sent; it starts at $500 per month for corporate users with up to 10,000 contacts. It supports agency clients with multi-account sign-on, precise user rights management, and exceptionally low pricing, beginning at $500 per month for up to five agency clients. Although this approach is popular, there are others. to $9.99 per month.

Pardot Offers Refined Demand Generation at a Small Business Price

Customer Experience Matrix

My little tour of demand generation vendors landed at Pardot just before Thanksgiving. As you’ll recall from my post on Web activity statistics , Pardot is one of the higher-ranked vendors not already in the Raab Guide to Demand Generation Systems. One other factor clearly distinguishes SMB from Enterprise systems, and that’s pricing. Pardot’s lowest-price system, $500 per month, may be too constrained for most companies (no CRM integration, maximum of five landing pages, etc.), This pricing is low even among SMB demand generation systems.


6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

APIs can load data from other sources, potentially including other CRM marketing automation products, Web logs, order processing, call centers, media impressions, and pretty much anything else. Users can define segments based on these or other attributes and export their related data to CRM, marketing automation, ad targeting, or Web personalization systems via file transfers or API calls. Pricing for 6Sense starts around $150,000 to $220,000 and is based on factors including the number of models created. and from a network of third-party Web sites.

Optify Lets Agencies Provide Small Business with Marketing Automation, Distributed Marketing, and Sales Enablement

Customer Experience Matrix

A proper API for bi-directional integration with any CRM system is under development. The company is planning an API to let clients export data directly. Distributed marketing also has its own pricing. marketing services marketing automation small business marketing demand generation industry trends sales enablement marketing automation trends distributed marketing

Market2Lead Offers Enterprise-Strength Demand Generation System

Customer Experience Matrix

Market2Lead offers the usual list of demand generation functions: outbound email, Web forms and landing pages, automated lead nurturing, integration with sales, and campaign return on investment analysis. But while many demand generation vendors simplify these features so marketers can run them for themselves, Market2Lead offers no such compromises. Although the interface is not particularly pretty, the effort to set up a simple campaign is probably about the same as in other demand generation systems. But it’s just fine.

True Influence Opens a Window into Future Demand Generation

Customer Experience Matrix

As the industry matures, second-generation products are designed to improve on the original products, either by adding new capabilities or by delivering the same capabilities faster, easier or cheaper. Demand generation systems are in that second stage. CEO and co-founder Brian Giese had extensive experience in business sales and marketing and with existing demand generation systems when he began developing True Influence two years ago. These are not yet standard features on most demand generation products. True Influence illustrates this nicely.

OfficeAutoPilot: Simple, Powerful, Low Cost Demand Generation for Small Business

Customer Experience Matrix

My personal definition of demand generations systems (see Introduction to Demand Generation Systems from the Raab Guide site) explicitly states that they do not incorporate sales automation. See Should Demand Generation and Sales Automation Be Separate Systems? Indeed, the functionality of OfficeAutoPilot compares favorably with conventional demand generation systems, while the pricing – starting at just under $600 per month for 50,000 contacts and 100,000 monthly emails – is hugely attractive. for whether this will change.)

Influitive Helps Marketers Build an Army of Advocates

Customer Experience Matrix

managing awards, and API-level integration to pull profile data ( LinkedIn ), record completed challenges ( Quora , Twitter , Facebook , LinkedIn) and announce completed challenges ( Chatter). The company plans additional API connections with Jive, ZenDesk , and other systems. He describes Influitive in a larger context of “social nurturing” by peers of a company’s prospects and “convergence of demand generation with customer marketing” since customers now provide the bulk of public information about a company. See my December 8 post for details.)

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Genoo Adds SEO To Web Site Management and Marketing Automation

Customer Experience Matrix

I’ve revised my big list of demand generation vendors to reflect this. The main cause of my misunderstanding was Genoo’s starting price of $199 per month, which is below any small or mid-size business system. But the lowest price for Genoo with CRM integration is $599 per month, and I consider CRM integration a required feature in a B2B marketing automation product. The company is setting up alliances with external consultants to help meet the demand. Albee also pointed to Genoo’s pricing as a reaction to customer requirements. per month per user.

DemandBase Adds Real-Time Access to Web Visitor Identities

Customer Experience Matrix

Last week they announced their next leap forward, an API to return detailed company information quickly enough to use it to tailor visitor treatments. These features were already available from DemandBase: what's new with ABR is exposing the data to other applications through a real time API. This will also change, first with a self-service file upload and eventually with a direct API connection. Pricing for ABR is set at $2,500 per month for unlimited use. It's another step in the company's systematic expansion. business addresses as a conventional IP lookup.

HubSpot Expands Its Services But Stays Focused on Small Business

Customer Experience Matrix

It is now working on more robust outbound email, support for mobile Web pages, and APIs foroutside developers to create add-on applications. HubSpot offers three pricing tiers that add service as well as features at the levels increase. A couple hundred of these are at the highest pricing tier, with the others split about evenly between the $3,000 and $9,000 levels. demand generation marketing automation inbound marketing small business softwareSummary: HubSpot has continued to grow its customer base and expand its product.

NurtureHQ Offers "Dead Easy Marketing Automation". Is That Enough?

Customer Experience Matrix

This means vendors are increasingly competing on other dimensions including their own marketing and sales skills, cost structures, supporting services, pricing, and financial resources. There are some already tools to help generate content, such as systems for news curation and video posting. marketing process demand generation software marketing automation success factors marketing automation system deploymentI don’t know whether to laugh or cry. New-ish marketing automation vendor NurtureHQ showed me its product recently. It’s really nice. I think not.

Right On Interactive Offers Lifecycle Reporting

Customer Experience Matrix

Summary: Right On Interactive has added great life stage reporting to the data integration and output generation features of its earlier 5Buckets product. When I reviewed Right On Interactive in a July 2009 post , the company was selling its 5Buckets marketing software as a multi-channel output generation tool that complemented conventional marketing automation systems.

Pedowitz Group's Sweet Suite Builds the Missing Link between Social Media and Marketing Automation

Customer Experience Matrix

Many demand generation vendors now offer something along those lines. It can also generate a “social media score” for each individual, using whatever formula the marketer specifies, and provides a dashboard to track over-all social media results. But what's really important is that Sweet Suite reads the public profile of the mentioner, extracts key information such as name and number of followers, and sends the data to a demand generation system. Sweet Suite currently connects with Eloqua via an API, and is likely to connect with other systems in the future.

Conversen Simplifies Complex Messages Through Multi-Channel Dynamic Content

Customer Experience Matrix

Summary: Conversen makes it easy to generate dynamic messages across multiple channels. One way to avoid this complexity is to generate a file containing the customer records and segmentation variables and let channel-specific output systems generate the customized messages. Rules connect with data gathered from source systems through batch processes or a real-time API.

ClickSquared System Combines Marketing Database, Campaign Management and Multi-Channel Message Delivery

Customer Experience Matrix

The logic would be something like this: the prices of commercial systems haven't change, while the cost of building in-house systems has fallen because the requirements are well understood and developers can take advantage of third-party components and agile development methods. Customer data can be loaded via API posts or self-service file uploads. ClickSquared captures online response using standard link tracking and can generate heat map reports showing how often different links were clicked within an email or Web form. This was not wholly accurate. options.

Aprimo Marketing Studio Supports Sophisticated Business Marketers

Customer Experience Matrix

Summary: Aprimo Marketing Studio offers powerful features in an on-demand system for sophisticated business and consumer marketers. For more on vendor classifications, see my list of demand generation vendors from last November.) In other words, Marketing Studio competes with high-end demand generation systems like Eloqua , Market2Lead and Neolane. Batch flows can also update data attributes, calculate lead scores, create personalized URLs, add and remove names from groups, send email and generate output lists for other media. You know who you are.

Jesubi Doubles Sales Prospecting Efficiency

Customer Experience Matrix

The latest stop on my little tour of not-really-demand-generation systems is Jesubi. The flash show when you enter the company’s Web site could easily be mistaken for a demand generation product – it lists campaign workflow, list segmentation, email templates, integration and dynamic reporting. The system was originally developed for its own use by outsourced appointment generation vendor LeadJen. Automated synchronization is available for using their standard APIs. Just thought I’d point that out.

Entiera Offers Consumer Marketing Automation Software as a Service

Customer Experience Matrix

Summary: Entiera is a sophisticated consumer marketing automation system, offered as a service and at a lower price than conventional competitors. I’m highlighting this because most of my recent posts have been about B2B marketing automation (demand generation) systems, and the two types of systems are quite different. There is certainly some overlap: “execution” in marketing automation typically includes nearly all the demand generation functions except for landing pages and Web content management. This means I apply different standards to evaluate them.

Marketo's Enterprise Edition and Revenue Cycle Management: Looking Under the Hood

Customer Experience Matrix

Related features include LDAP integration with enterprise security systems and a Web services API to call Marketo functions and access its data. Pricing of Revenue Cycle Analytics starts at $1,500 per month and grows with database size. Tags: marketing automation enterprise marketing management marketing measurement marketo revenue attribution lead management demand generation Summary: Marketo continues to follow its own path. Enterprise Edition adds the complex security needed by large organizations but sticks to simple campaign flows. Huzzah.

SalesFusion Combines Online and Offline Marketing with CRM

Customer Experience Matrix

But the system does offer a comprehensive solution for smaller firms and, at least on the CRM side, can integrate with more powerful solutions including , Microsoft Dynamics CRM and Siebel CRM On Demand. SalesFusion promises a more flexible, visual campaign builder and dynamic content generation for delivery early next year. The lowest-priced full version costs $1,500 per month and includes up to 25,000 names, 75 users, and 125,000 monthly emails. Tags: multi-channel marketing demand generation marketing automation crm software

LeadLife Mixes Advanced and Simple Features

Customer Experience Matrix

I have my little checklist of features to define whether a demand generation system is suited for simple or complex marketing programs. It offers many features that appeal to large marketing departments: fine-grained user rights management, rule-based content selection, multiple scores per lead, central processes to score leads and transfer them to sales, APIs to integrate with external Web forms, campaign cost tracking, detailed ROI reporting, and project management with tasks. Pricing is based on primarily on email volume. Consider LeadLife. My point exactly.

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at a great price, I encourage to register before that deadline. What data to store centrally and what to read from source systems on demand. Then Beth McCullough , director of demand generation at WhiteHat Security , and Erin Peterson , VP of customer success & Salesforce user group leader at Mintigo , will build on that with their talk, Implementing an ABM Strategy.


Treehouse Interactive Refines Its Features and Targets Larger Firms

Customer Experience Matrix

Treehouse has been quietly but steadily growing its business (up 30% this year), improving its product, and attracting more demanding clients. The system can now generate HTML code to embed forms within external Web pages, allowing users to create standard Javascript or Facebook -compatible non-Javascript versions, or both. The HTTP Send avoids API calls or Web Services, although Treehouse offers data exchange through Web Services as well. It has since added a connector for Oracle CRM On Demand. This might foreshadow attrition problems at other vendors.