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

Customer Experience Matrix

I spent the early part of this week at ’s annual Dreamforce conference. As near as I can tell, this is the same type of API-level integration available with any third-party system. For what it’s worth, the ExactTarget Marketing Cloud APIs are also part of Salesforce1, but don’t confuse that with sharing the same underlying platform.They don''t. app exchange customer data management dreamforce exacttarget marketing automation marketing software trends pardot predictive modeling Here are my observations. The big news was for geeks.

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Dreamforce 2011: Talks Platforms #DF11

It's All About Revenue

by Jesse Noyes | Tweet this This is the moment most of the people that flock to Dreamforce each year can’t wait for:’s CEO and Chairman Marc Benioff ‘s keynote addresses. But it was also about’s investments as it pushes deeper into enterprise operations market. In his second keynote, he did it again. million round for the startup.


Top tools to keep your contacts in order. in theory


It’s cut off its API from being used by all the other CRM platforms — dickish — and have tried to kill their CSV export tool — dick! Application programming interface Azmi v Kirklees Metropolitan Borough Council Berlin Blog Audience Customer relationship management Google Huawei ios iPad IPhone linkedin Motorola Now Smartwatch The New York Times

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What Makes a Good Marketing Platform? Rules for Platformality

Customer Experience Matrix

The only real requirements seems to be some sort of a marketplace – all loosely modeled on’s AppExchange, which in turn I see as inspired on Apple’s App Store. But, to my mind, a real marketing platform needs more than just an app store and a published API. That Scott Brinker is such a devil. Here are my thoughts on this, folks. This means something specific.

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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, 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 Simple contact management is built into the system, or users can integrate with, vTiger, SecondCRM, Wordpress, and Zoho. Although this approach is popular, there are others. to $9.99

10 New Year’s Resolutions to Improve Customer Experience


Use email address and website to records via a partner API. A sales leader at once told me: “We have a policy here called, stay in your lane.” You’ll encounter three major Varieties of data: Structured / Relational data: Stored in rows and columns (CSV, Excel,, Marketo, most SaaS). APIs, APIs, APIs, APIs. next year.

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Lytics Adds Marketing Recommendations to a Customer Data Platform

Customer Experience Matrix

Execution systems on the list include, 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.

10 (More) Marketing Terms You Need To Know

EMagine B2B Blog

The leaders in CRM services are, SugarCRM, Oracle and Workbooks. API – Application Programming Interface. API’s simply allow for software’s to interact with each other. Most CRM’s like SugarCRM and are considered to be a SaaS as well as Google Apps like Google Docs. CRM – Customer Relationship Management.


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

Customer Experience Matrix

Better still, Modern Analytics has experience connecting to APIs of common data sources such as , so a new feed from a familiar source usually takes just a few hours to set up. Scores from passing models are pushed to client systems in files, API calls, or whatever else has been set up during implementation. Remember when I asked two weeks ago whether predictive models are becoming a commodity ? 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.

6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

Standard integrations are available for , 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.

May The Force Be With You: 4 Takeaways From Cloudforce 2011

It's All About Revenue thinks the SaaS industry is ready for a re-launch. Cloud 2 ” is now the fundamental underpinning of’s application strategy. Expect future releases and announcements to be based on the idea that cloud platforms must be: Open in their architecture, development language and API’s. is committed to building a powerful development platform. At Cloudforce, again showcased the ability to use the platform for rapid application development. by Andrew Sinclair | Tweet this. VMforce. Heroku. Facebook.

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Hive9 Marketing Performance Management Includes Customer Journey Optimization

Customer Experience Matrix

Integration with Oracle Eloqua and lets a new tactic automatically create a corresponding campaign in either system. Standard integrations are available for, Oracle Eloqua, Marketo , Google Analytics , Adobe Marketing Analytics , and other systems. Other sources can be integrated through API connections or flat file imports. It’s bright. Bright.

Eloqua, Oracle & Why Modern Marketing Needs Open Systems

It's All About Revenue

This means, at a technology level, that integrations with leading CRM systems such as Oracle’s Siebel and other CRM systems,, and Microsoft CRM are necessary. It also means providing open APIs across the entire platform to facilitate bringing sales into the conversation at the right time, and enabling integrations across social media, data sources, event systems, video, and more in order to understand and connect with buyers wherever they are. Modern marketing, at its core, involves a deep understanding the buyer.

The 29 Best Social Media Monitoring Tools


Social media monitoring and analysis to measure the impact from campaigns and content, social attribution to help allocate budgets, and an analytics API to connect to dashboards and reporting tools. Social media monitoring is vital for virtually every B2B or B2C brand. 58% of consumers follow brands on social media. These tools can help you find out. 1) Socialbakers. 2) Netvibes. 9) Mention.

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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. Marketers recognize the potential reach of social media, but are rightly frightened that they can’t control the message. Marketing automation vendors have mostly worked on making it easy to post and share messages and to capture social data. See my December 8 post for details.)

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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 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.

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 CRM integration is currently limited to sending data to 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.

Eloqua Experience 2010


Eloqua is also taking a lesson from’s playbook by making it easier to extend Eloqua with 3rd party applications. The Eloqua API (application programming interface) has been available for a long time already, but there was no easy way for campaign managers to incorporate 3rd party applications in their marketing programs. They are raving about Eloqua 10. Overall.

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. With its $750 price, no shopping cart, and a reliance for CRM, Spark appeals to a different market of slightly larger companies. Marketo today announced the launch of Spark , a new brand aimed at small and mid-size business. Functionally, Spark is pretty much identical to the standard Marketo system. So the news here is price. In other words, this is a price cut.

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 , Marketo , Hubspot , SAP , SugarCRM , and Facebook. It can connect with others through standard APIs. Most of the work in any marketing analytics project is integrating data from multiple systems. Here’s a deeper look. The matching happens at both the contact and account level.

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

Customer Experience Matrix

Everstring has standard integrations with , Marketo and Oracle Eloqua , which can send data for the initial model building and score new accounts as they are added to those systems. A real-time API can integrate with other CRM and marketing automation systems. Remember how much simpler life was back in 2010? Among our quaint notions, we thought that B2B companies couldn’t build predictive models because they didn’t have enough data about their customers and prospects. Many of the original scoring vendors specialized in a single application. Sounds pretty simple, eh?

The Role of Data in Predictive Marketing

Orb Intelligence

Begemoths and Marketo have recently acquired predictive marketing software companies ( RelateIQ and Insightera ), indicating that they are serious about data intelligence, too. Younger companies like my startup, Orb Intelligence , crawl information on the Web and from government filings and provide it via API to marketing software vendors. Where can you get more?

60 Marketing Acronyms Every Industry Pro Should Know


API: Application Programming Interface. APIs allow an application to extract information from a service and use that information in their own application, or sometimes for data analysis. It''s kind of like a phone for applications to have conversations -- an API literally "calls" one application and gets information to bring to you to use in your software. See SaaS.). A U.S.

Mintigo InterestBase Harvests Web and Social Data for Marketing and Sales

Customer Experience Matrix

Connectors are currently available for Marketo and , with an Eloqua connector due soon. External systems like Web sites can also accessed the data in real time via API calls. Every marketer recognizes that the Web and social media could be rich sources of information about customers and prospects. But harvesting that data has been frustratingly difficult.

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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 and Microsoft Dynamics CRM. A general purpose API allows custom integration with Web sites and other systems. Account Based Marketing. market.

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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 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 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 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. I first bumped into Kwanzoo about a year ago at a conference trade show and was frankly puzzled at what they offered. The mechanics were clear: a tool to generate HTML-based forms, surveys, banner ads, and social sharing links that could be used on Web sites or embedded in emails. Here’s the story.

Vidyard Expands Ecosystem, Adds SalesLoft to Increase Sales Effectiveness With Personalized Video Emails


Vidyard’s integration community includes, Eloqua, Marketo, HubSpot, Act-On, Adobe, Kapost, Hootsuite, ExactTarget and more. Vidyard’s robust set of open APIs and extensions allow developers like SalesLoft countless ways to build the potential of video into products and applications – all underpinned by unmatched analytics on video content and viewers. Vidyard.

Sales 14

Klout Founder says Lithium deal will propel new development

grow - Practical Marketing Solutions

The other point that was interesting was that all this data was out there — the fact that Twitter and Facebook had an API and all of these other services had an API was pretty cool to me.”. Additional revenue began coming in from the nearly 3,000 API partners including, The Huffington Post, and Hootsuite. The genesis of Klout circa 2008. Connections.

The Coming Battle Over Social CRM

Manhattan Marketing Maven

  The big guys, Oracle, Adobe and, bought up the first round of start-ups like Vitrue, Buddy Media and Wildfire , who pre-built social media applications and paved the way for thinking about how to identify, engage and stimulate brands’ fans. They use APIs to suck out consumer data. There’s a colossal social CRM battle shaping up. Software conglomerates will face-off against start-ups as both use big data strategies and big data infrastructures to mobilize friends, fans and followers in more sophisticated and more personal ways.   

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 ( 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, 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, Microsoft Dynamics CRM), so why do I need marketing automation ”? Typically, CRM vendors do not provide social functionality, though has made a big push in this area with their acquisitions of Radian6 and Buddy Media. No (except Radian6). No (except Buddy Media). Many CRM systems have a module for marketing.

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

Customer Experience Matrix

The vendor has integrated with Orbis Global for marketing resource management and has an AppExchange integration with The connections with external systems are made through Application Program Interfaces (APIs) provided by those systems, so the interaction managers handle those pretty similarly – although there are some differences in the types of connections they support.

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ExactTarget and Eloqua Stake Their Claim To Centralized Customer Management

Customer Experience Matrix

The IMH, as we cognoscenti call it, combines ExactTarget's email, mobile, Web pages, Web visitor tracking, and social media with external touchpoints as well as and Microsoft CRM. Eloqua’s AppCloud is obviously modeled on’s AppExchange and other application stores. The AppCloud is an extension of Eloqua’s earlier Cloud Connector initiative, which provides APIs for external systems to access Eloqua data and functions. So did I. But it took a little while to connect with the vendors to get the details, so I’m only now ready to write about them.

Highlights from the 2010 Dreamforce Keynote: The Cloud Computing Event of the Year

Modern B2B Marketing consumes 90% less energy than traditional software. Marc reminded us of the great work Salesforce foundation has done with $20 million in grants, 9,500 non-profit organizations using, and 225,000 hours of community service from their empoyees. It just ended minutes ago, and it was #awesome. Of course, we reviewed cloud computing. Service Cloud.