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Oracle Buys Eloqua: Winners and Losers for B2B Marketing Automation

Customer Experience Matrix

Oracle announced today that it has agreed to purchase B2B marketing automation leader Eloqua for $23.50 per share, which comes to $871 million. It suggests that neither Oracle nor Eloqua management felt the company was substantially undervalued. The deal makes obvious sense, in that it gives Oracle a much stronger position in the fast-growing B2B marketing automation industry*.

Eloqua 106

Marketing Automation Trends for 2010

LeadSloth

2009 was the year in which Marketing Automation really took off. Several new vendors appeared on the market, many existing vendors experienced rapid growth, and Marketing Automation as a term gained popularity among B2B marketers. In this post I want to focus on the trends in Marketing Automation for 2010. Integration of Social Media, Inbound Marketing and Marketing Automation. Kevin Joyce , CMO, Market2Lead. Manager, Inbound Marketing, Marketo. The single biggest challenge that automation can address is reporting. predictions. The Contributors.

Hard Data to Justify Your Marketing Automation Investment

Customer Experience Matrix

Summary: So you want some hard numbers to prove the value of marketing automation? client asked yesterday if I had some benchmark information to justify the cost of her marketing automation project. Aberdeen Group has published many studies related to marketing automation. These follow a standard format: use performance to classify companies as best-in-class (top 20%), average (mid 50%) and laggard (bottom 30%) companies, and then look at differences the business processes and technology. Here's a bunch. The data is a couple of years old but still valid.

First Look at New Marketo Release

Customer Experience Matrix

I’m going to diverge just slightly from my current obsession with usability to talk about a conversation I had today with Marketo President and CEO Phil Fernandez, who previewed the 3.0 The company also reworked the user interface--of more than 200 total changes in this upgrade, about 75 were tied to usability--although it still takes the same basic approach of building campaigns as lists of steps, rather than branching flow charts. What's ultimately more important than the uniqueness of Marketo's philosophy is how they have built it into their software.

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

Customer Experience Matrix

Summary: Marketo continues to follow its own path. finally caught up with Marketo for a briefing on their Enterprise Edition (announced in March) and Revenue Cycle Analytics (announced in May). Since both are somewhat old news, and Marketo describes them in detail on its Web site, I’ll just make a few comments. Executive Edition shows what Marketo believes is needed to service large marketing organizations. User roles (but not lead partitions or workspaces) are now available in Marketo’s Professional Edition as well. It seems that Marketo disagrees.

Marketing Automation Acceleration service launched

Fearless Competitor

John Neeson of SiriusDecisions estimates that “less than 25% of those who have marketing automation are taking full advantage of the system’s functionality.&#. Chris Selland Capital says “For the most part, marketing automation outsourcing is the way to go. from DemandGenReport white paper ‘Don’t Buy Marketing Automation and Let It Collect Dust&#.

LoopFuse Offers Free Marketing Automation System: Another Step Towards Industry Consolidation

Customer Experience Matrix

Summary: LoopFuse has launched a free entry-level version of its marketing automation system. LoopFuse today promised to “transform” the marketing automation industry by offering a free version of its system. In practice, this means that only very small companies will actually be able to use the free system as their primary long-term marketing system. When they briefed me last week, they said the main purpose of the new system is really to entice trial among companies just starting with marketing automation. rather than marketing automation.

My List of Demand Generation Vendors, and Who They Sell To

Customer Experience Matrix

B2b marketing automation) vendors, with links to my reviews where I've written one. Clever of me to write this while they're all distracted by DreamForce , don't you think?) - Entrepreneurs: these products are aimed at companies where the owner does their own marketing, or perhaps one employee who does marketing along with other functions. Most offer a CRM option (typically priced at $10 to $20 per seat per month) for companies who don't want to pay for Salesforce.com. Of course, these companies will sell to mid-size firms as well. Here it is.

Marketing Automation System Trends: What We Found in the Raab Guide

Customer Experience Matrix

Could marketers finally be ready to spend on measurement? I’m pleased to report that the 2010 edition of the Raab Guide to Demand Generation Systems is officially available today, with updated entries on all vendors (alphabetically: Eloqua , Manticore Technology , Market2Lead , Marketbright , Marketo , Neolane and Silverpop Engage B2B ). At least three vendors (Eloqua, Marketo and Silverpop) introduced new features aimed at improving marketers’ ability to use social media. Market2Lead, Manticore Technology and Silverpop all introduced major interface upgrades.

B2B Marketing University: For Now, Marketing Automation and CRM Are Still Separate

Customer Experience Matrix

Summary: Marketing automation and CRM systems may eventually converge, but for now marketers need help explaining why they need a system of their own. People still don’t understand the difference between marketing automation vs. CRM. Will Marketing automation and CRM remain separate? The discussion also segued into whether marketing automation and CRM will merge in the long run. Is Salesforce.com a threat to vendors of marketing automation solutions? by Market2Lead CMO Kevin Joyce for a good statement of the separatist position.) Vendors take note. 2.

How Demand Generation Systems Handle Company Data: Diving into the Details

Customer Experience Matrix

Back in early January I posted a discussion on treatment of Company-Level Data in Demand Generation Systems. My original approach in the Guide had simply been to ask vendors whether they had a separate company table in their system. In theory, this would imply that company data is stored once and applied to all the associated individuals, and that the demand generation system could aggregate data by company, use that data to calculate company-level lead scores, and change which company an individual is linked to. Yesterday the final answer trickled in.

Demand Generation Usability Scores - Part 3

Customer Experience Matrix

Marketo gets a half point because it can direct leads to lists, which in turn feed campaigns, but not to campaigns directly. Explicitly direct leads from one campaign to another Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B 1 1 1 1 0.5 1 1 Linear campaigns embedded in larger campaign flows. Linear campaigns embedded in larger campaign flows Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B 0 0 1 1 0 0 1 Integrated a/b testing. Multiple scores per lead. 3.5 6 5.5 3.5 6 5.5

Demand Generation Usability Scores - Part 2

Customer Experience Matrix

Build a campaign as a list of stages Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B 0 0 1 1 1 0 1 Build linear campaigns outside of a larger campaign structure. Build linear campaigns outside of a larger campaign structure Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B 0 0 1 1 1 0 0 Define campaign schedules only at the campaign level, not for individual steps. Figures for Eloqua were changed from the original values based on information provided by the company.)

Demandbase: A New Twist In The Lead Management Automation Market

delicious b2bmarketing

Home Forrester Research « I was recently briefed by | Main | Going Corporate » August 26, 2008 Demandbase: A New Twist In The Lead Management Automation Market [Posted by Laura Ramos ] In a recent survey of over 2100 IT professionals who buy or recommend telecom and networking solutions, we found buyers turn to peers and colleagues first, followed by vendor, industry trade, or professional Web sites, to inform their purchase decisions. Demand Stream™ includes a Web widget that shows sales and marketing the names of companies visiting the Web site in near real-time.

Top 32 B2B Marketing Posts and Hot Topics of Social Media Forecast

B2B Marketing Zone Posts

The biggest disconnect for companies is that a marketer’s definition of a lead can often be quite different than how sales defines what they need to accept a lead as qualified for follow-up. That’s individuals moving, not companies. Buzz Marketing for Technology , April 6, 2010 When you think of lead nurturing platforms you typically think of firms like Eloqua, Marketo, Aprimo, LeadLife, Market2Lead, Silverpop, even Salesforce.com is getting into the lead nurturing space. LinkedIn Adds the Ability to Follow Companies , April 30, 2010. April 2010.

Demand Generation Vendor Traffic Rankings

Customer Experience Matrix

But Eloqua , Silverpop and Marketo remain industry leaders. The leaders among demand generation systems are still Eloqua , Silverpop and Marketo. The only important exception is LoopFuse , which I have deferred at the company's request. Tags: vendor rankings demand generation marketing automation lead management Summary: Based on Web traffic rankings, new demand generation vendors with low prices are gaining market presence. Pardot and (perhaps) Genius.com look particularly strong. You can see that post here. Results are in the following table. How about it guys?

Why’s that Ferrari collecting dust?

Fearless Competitor

Almost 7 out of 10 companies say “ Generating high-quality leads &# is their #1 problem. All those companies make fine software and they’re right — to a point. Marketing automation software is an “enabler&# of business to business demand generation. Marketing automation is just like that race car. Companies today need a Chief Content Officer.

Low Cost Systems for Demand Generation

Customer Experience Matrix

My new obsession with Twitter (follow me as @draab) has led to several messages from people who seemed to have trouble choosing between Eloqua and Marketo. This is a bit perplexing, since those products are at the opposite ends of the spectrum: Marketo being relatively low cost / limited functionality / easier to learn, and Eloqua being higher cost / richer functionality / takes more training. Marketo is certainly a fine product, but marketers should still look around before picking it by default. It shouldn't be hard to figure out which one suits you better. Read it here.]

Demand Generation Usability Scores - Part 4

Customer Experience Matrix

Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B complex 11 8.5 12 9.5 Every company has a specific set of needs that are addressed by a specific set of features. Tags: software usability measurement demand generation marketing automation lead management software selection I spent a good part of yesterday talking with demand generation vendors about the usability scores I've been publishing all week. As a result, I've made a number of small adjustments which have been retroactively edited into the previous posts.

Demand Generation Implementation Survey - Background Results

Customer Experience Matrix

nbr responses vendor 8 Marketo 6 Eloqua 3 Genius.com 3 LoopFuse 3 Pardot 2 Market2Lead 2 Treehouse Interactive 1 eTrigue 1 Vtrenz (Silverpop) 7 No Response 36 Another intriguing bit of contextual information is the deployment date of the systems. There was actually another dated 6/01/2208, which I treated as 2008. I was also curious to see the six responses for implementations during 3/09 and 4/09; obviously, these companies haven't gotten past their first or second month. I've been having a dandy time analyzing the results of my Demand Generation Implementation Survey.

B2B Lead Management Market Heats Up

delicious b2bmarketing

Home Forrester Research « Getting Up Close and Personal | Main | Social Technographics Data Now Available » March 20, 2008 B2B Lead Management Market Heats Up [Posted by Laura Ramos ] Since the start of this year, I’ve been receiving a boatload of briefing requests from companies wanting to show me their lead generation and management solutions. Most recently, Marketo just announced their lead management solution. Recently, I’ve heard from companies like Bulldog Solutions, InsideView, Jigsaw, netFactor, Reachforce, PointClear, Genius, Leads360, among others. Exciting times.