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Bislr: A "Marketing Operating System" That Includes Marketing Automation As An App

Customer Experience Matrix

There was a really interesting discussion this week over on Scott Brinker’s ChiefMartec blog about the evolution of marketing automation systems into “platforms” that each support a swarm of satellite applications connected through open APIs. Part of this had to do with the scope of the integration available (that is, which functions are accessible via the API). But I digress.

BlueConic Selects Targeted Messages Using a Cross-Channel Marketing Database

Customer Experience Matrix

The profiles can be based on data imported from other systems via batch processes or APIs or captured by BlueConic itself. Data is exchanged with other sources and execution systems via REST APIs. There are standard integrations with Twitter, Facebook, and Salesforce.com, as well as a system development kit for integration with mobile apps. Pure CDPs will become more attractive as integration becomes easier through more standard APIs and connectors, a promise that cloud-based systems often make but are just starting to deliver. Until now. Anyway, back to BlueConic.

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. 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. Although this approach is popular, there are others.

Fliptop: A Customer Data Platform for Predictive Lead Scoring, Pure and Simple

Customer Experience Matrix

The one objective distinction is that FlipTop is publicly listed on the Salesforce.com App Exchange, meaning it has passed the Salesforce.com security reviews. Not surprisingly, the company’s Salesforce connector is very efficient, automatically pulling down leads, contacts, accounts, and opportunities through the Salesforce API and feeding them into the modeling system.

Lytics Adds Marketing Recommendations to a Customer Data Platform

Customer Experience Matrix

Execution systems on the list include Salesforce.com, Marketo, Eloqua, Act-On, Facebook, Twitter, Youtube, Demandware, Optimizely, Adobe Target, and most major email providers. The initial release of the system was targeted at large enterprises and relied on traditional programing to connect with external systems using APIs. But perhaps I’m getting ahead of myself.

6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

Standard integrations are available for Salesforce.com , Oracle Eloqua and Marketo. 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. I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web.

Marketo Spark Targets Small Business Marketing Automation

Customer Experience Matrix

Exceptions are advanced features including revenue cycle reporting, email deliverability assistance, API access, fine-grained user rights management, and the Sales Insight salesperson application. So the news here is price. In other words, this is a price cut. HubSpot and Act-On have similar pricing to Spark, while Pardot runs a bit higher. Whether Marketo actually makes any money at this price is questionable. If Marketo simply wanted to lower its entry price, why bother to create a new brand? That’s all fine and should work.

Azalead Account Based Marketing Tracks Web Site Visitors, Orchestrates Outbound Messages, and Reports on Results

Customer Experience Matrix

Users can export account lists for retargeting, connect via API with the company Web site to personalize messages shown to visitors from target firms, or send lists to CRM. Azalead has API-level integration with Salesforce.com and Microsoft Dynamics CRM. general purpose API allows custom integration with Web sites and other systems. Account Based Marketing. market.

Infusionsoft: Impressive Marketing Power for a Very Low Price

Customer Experience Matrix

But most of us still assume there is a reasonable relationship between price and value. This is why it’s hard to imagine that low-priced software can deliver similar performance to mainstream products. The fifith core function, integration with Salesforce.com , is not provided because Infusionsoft has its own sales automation capabilities. If you really wanted it, the system does provide an API that would let someone with the right skills set it up. If advanced lead scoring or Salesforce.com integration are show stoppers for you, then read no further.

Pardot Offers Refined Demand Generation at a Small Business Price

Customer Experience Matrix

Functionally, it has all the capabilities you’d expect of a demand generation product: users create personalized emails and Web pages with a drag-and-drop interface; track responders with cookies; look up visitors' companies based on their IP address; run multi-step drip marketing campaigns; score leads based on activities and attributes; and integrate tightly with Salesforce.com and other CRM systems. One other factor clearly distinguishes SMB from Enterprise systems, and that’s pricing. Pricing details are published on their Web site – which is itself typical of SMB products.)

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Openprise Gives Marketers Easy(ish) Tool to Manage Their Data

Customer Experience Matrix

Most are marketing and sales operations staff supporting Salesforce.com and Marketo who use Openprise to supplement the limited data management capabilities native to those systems. Openprise works by connecting data sources, which are typically lists but sometimes API feeds, to “pipelines” that contain a sequence of if/then rules. Some can run in real time through API calls.

Claritix Assembles Marketing Data for Analysis: Maybe That's Enough

Customer Experience Matrix

The system has prebuilt connectors to import data from popular vendors including Salesforce.com , Marketo , Hubspot , SAP , SugarCRM , and Facebook. It can connect with others through standard APIs. Certainly price is an advantage: Claritix starts at $1,000 per month for up to 10,000 contacts in the database, with the cost per contact decreasing for higher volumes.

Everstring Offers Fast, Flexible, Account-based Predictive Models for B2B Sales and Marketing

Customer Experience Matrix

Everstring has standard integrations with Salesforce.com , Marketo and Oracle Eloqua , which can send data for the initial model building and score new accounts as they are added to those systems. real-time API can integrate with other CRM and marketing automation systems. Pricing for Everstring is based on the types of models and volume. Pricing for real-time message selection isn’t yet set. Remember how much simpler life was back in 2010? Many of the original scoring vendors specialized in a single application. Sounds pretty simple, eh?

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

Customer Experience Matrix

Landing pages can be attached to an auto-responder email, while standard fields on forms are automatically mapped to Salesforce.com. CRM integration is currently limited to sending data to Salesforce.com. 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.

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 ( Salesforce.com Chatter). The company plans additional API connections with Jive, ZenDesk , and other systems. Pricing is free up to 20 active advocates, and then starts at $500 per month, growing at roughly $20 per advocate per month. Marketers recognize the potential reach of social media, but are rightly frightened that they can’t control the message. Influitive is currently in beta.

Mintigo InterestBase Harvests Web and Social Data for Marketing and Sales

Customer Experience Matrix

Connectors are currently available for Marketo and Salesforce.com , with an Eloqua connector due soon. External systems like Web sites can also accessed the data in real time via API calls. Pricing for InterestBase is based on the number of names in the client’s prospect pool, based on automated analysis of their actual customers. More advanced technology does exist.

Thunderhead ONE Provides Powerful Journey Orchestration

Customer Experience Matrix

Other systems can feed data into ONE using a REST API or batch file imports. There are prebuilt API connectors for Salesforce.com CRM, Microsoft Dynamics CRM , and SAP Cloud for Customer. Personalized content and data can also be pushed to other execution systems such as email through API connections, either in batch or real time. until recently. Journey mapping.

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

Customer Experience Matrix

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. These now extend beyond display ads to social media advertising through Facebook and LinkedIn, Web site personalization through Adobe, Web analytics through Google Analytics and Adobe, and integration with Salesforce.com CRM, BlueKai DMP, and Eloqua marketing automation. Let’s start with DemandBase. Astonishingly, four years have passed since I last wrote about them. So much for the mechanics.

Kwanzoo Builds Content for Cross-Channel Marketing

Customer Experience Matrix

Data captured by Kwanzoo can be directly posted to Eloqua , Marketo , Constant Contact and Salesforce.com. The Eloqua integration is especially elegant, using an Eloqua Cloud Connector (i.e., a parameterized API call) that makes the Kwanzoo pages available within Eloqua’s own content builder and can read Eloqua cookies in real time to help guide the response selection. Pricing is based on number of impressions and starts as low as $499 per month to put Kwanzoo units on Web pages. But the company reached out to me recently and provided a clearer explanation. True enough.

YesPath Takes Its Own Route to Managing ABM Journeys

Customer Experience Matrix

Model inputs include content consumption as sourced from Bombora, behaviors captured by a YesPath Javascript tag on the marketers’ own Web site and emails, and campaign responses imported from CRM ( Salesforce.com only so far) and marketing automation (the first integration will be announced shortly). Other actions would be sent by API to execute Madison Logic display advertising, Salesforce.com sales campaigns or other tasks, marketing automation campaigns, or acquire net new lead names from an external source. But don’t tell anyone I told you.) persona-based programs.

Mega-List of Features in Marketing Automation (That You Won’t Find in CRM)

Modern B2B Marketing

salesforce.com, Microsoft Dynamics CRM), so why do I need marketing automation ”? Pricing. Typically, CRM vendors do not provide social functionality, though salesforce.com has made a big push in this area with their acquisitions of Radian6 and Buddy Media. No (except salesforce.com Radian6). No (except salesforce.com Buddy Media). Marketing Automation. Read-only.

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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. They are priced accordingly: a single-channel Interaction Advisor installation starts around $150,000 and could run much higher. Neat trick. likelihood x value).

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KXEN Packages Automated Predictive Models within Salesforce Apps

Customer Experience Matrix

As I mentioned in my Marketing Automation Beer Goggles post, KXEN introduced a free lead scoring app for Salesforce.com users at Dreamforce. What’s new is a REST API that lets external applications send inputs over the Internet, wait while the engine builds a new model, and then receive the completed model formula. But KXEN isn’t planning to expose the full API any time soon.

Woopra Grows from Web Analytics to Multi-Source Customer Data, Insights and Actions

Customer Experience Matrix

It does this by directly capturing behaviors from Web site visits and mobile app interactions (via Javascript tags and API calls from iOS or Android) and by loading operational data such as purchases and customer service interactions. Woopra provides an API that lets external systems access its database, although it places some limits on volume to avoid performance issues.

API 2

Jesubi Doubles Sales Prospecting Efficiency

Customer Experience Matrix

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, Salesforce.com integration and dynamic reporting. Another way to look at it: Johnson showed me that it took 12 clicks to log an email in Salesforce.com, compared with about three clicks in Jesubi. Johnson said about 40% of Jesubi clients use it as their primary CRM system, while the balance integrate it with Salesforce.com or another CRM tool. Just thought I’d point that out.

Right On Interactive Offers Lifecycle Reporting

Customer Experience Matrix

They can also load data to the system API. These include sending an email via Salesforce.com or ExactTarget, creating a Salesforce.com task, generating an output file, and sending emails to Foursquare friends. CRM integration: Right On can synchronize data with Salesforce.com and Microsoft CRM on a regular basis. Either way, it’s worth a look to see what you’re missing.

HubSpot Expands Its Services But Stays Focused on Small Business

Customer Experience Matrix

The company began with search engine optimization to attract traffic, and added landing pages, blogging, Web hosting, lead scoring, and Salesforce.com integration. It is now working on more robust outbound email, support for mobile Web pages, and APIs foroutside developers to create add-on applications. One distinct disadvantage is that most small business marketing automation systems offer their own low-cost alternative to Salesforce.com, while HubSpot does not. HubSpot offers three pricing tiers that add service as well as features at the levels increase.

Youcalc: On-Demand Analytics Without Stored Data

Customer Experience Matrix

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. Youcalc is priced at an astonishingly low $19.95 per user per month, which gives access to 130+ prebuilt applications for products including Salesforce.com, SugarCRM , Google AdWords, Google Analytics , MailChimp and 37Signals ’ BaseCamp (project management) and Highrise (contact management). Unfortunately, these prices may not last. The system accesses standard sources (Salesforce.com, AdWords, etc.)

QlikView's New Release Focuses on Enterprise Deployment

Customer Experience Matrix

The share price has nearly doubled since launch, incidentally.) This involves geeky things aimed at like a documented data format for faster loads, simpler embedding of QlikView as an app within external Web sites, faster repainting of pages in the AJAX client, more multithreading, centralized user management and section access controls, better audit logging, and prebuilt connectors for products including SAP and Salesforce.com. There’s also a new API that lets external objects to display data from QlikView charts. Here’s what’s up. Business is good. Features are stable.

Treehouse Interactive Refines Its Features and Targets Larger Firms

Customer Experience Matrix

The HTTP Send avoids API calls or Web Services, although Treehouse offers data exchange through Web Services as well. GoToWebinar When I last wrote about Treehouse, it had just added Salesforce.com integration. The CRM integration can now capture the search phrase and other referral details for leads imported from Salesforce.com Web to Lead forms: this required special processing since Salesforce.com embeds the information within a text string. This might foreshadow attrition problems at other vendors. Here's an update. See my original post for more details.

Aprimo Marketing Studio Supports Sophisticated Business Marketers

Customer Experience Matrix

Small digression: most business marketing systems are designed around data from a sales automation system such as Salesforce.com. This starts with the core functions of any business marketing system: outbound and multi-step email campaigns, landing pages, Web behavior tracking , lead scoring, Salesforce.com integration, reporting and content management. External systems can also add names through the Marketing Studio API. Salespeole working with Salesforce.com can see a list of their leads with priority ratings. You know who you are. Good stuff.

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. I don’t know whether to laugh or cry. New-ish marketing automation vendor NurtureHQ showed me its product recently. It’s really nice. Clean interface, easy to use, all the standard marketing automation features. Definitely take a look if you’re in that market for that sort of product. But there’s my problem: “that sort of product” is widely available already. think not. Naturally, NurtureHQ disagrees.

True Influence Opens a Window into Future Demand Generation

Customer Experience Matrix

But he also decided that marketers want Webinar integration, digital asset management, APIs to capture data from external Web forms, and a dedicated IP address for email. On the brighter side: - The system API lets users easily adopt externally-built and -hosted Web forms to post into the True Influence database. Clients can also build and host their forms within True Influence if they prefer. - The base price includes a separate IP address. True Influence has existing integrations with Salesforce.com and SugarCRM. Demand generation systems are in that second stage.

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

Customer Experience Matrix

The latest version actually offers integration with Salesforce.com as well, making the system more suitable for larger organizations. 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. OfficeAutoPilot’s sales automation is not as sophisticated as specialized sales automation systems like Salesforce.com or even Goldmine. Two versions are available, priced at $29 per month and $79 per month.