Customer Experience Matrix

APRIL 18, 2012

With its usual fanfare, Marketo today announced the acquisition of social marketing campaign company Crowd Factory. Crowd Factory is a certified cool product, which is probably reason enough for Marketo to buy them. Marketo is primarily focused on business marketing, and in particular lead generation, nurturing and analytics.

Act-On 120

Act-On Marketing Automation Services Marketo Buy 120

Customer Experience Matrix

AUGUST 3, 2010

Summary: Marketo continues to follow its own path. I 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.

Enterprise Management 120

Enterprise Management Marketo Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JUNE 9, 2009

Summary: Marketo's new Sales Insight ranks prospects for sales people, based on recent Web and email activities. It lets Marketo sell seats to sales departments, which could be more lucrative than selling its core demand generation system. But I expect the sales automation vendors to take the business for themselves.

Marketo 120

Marketo Work Management Marketing Automation Services Eloqua 120

Customer Experience Matrix

NOVEMBER 19, 2010

Summary: Public data gives some insights into Marketo's financial history and prospects. Here’s a bit more on this week's $25 million investment in Marketo : a piece in VentureWire quotes revenue for Markteo as $4.5 But Marketo itself says the reported figures are indeed active clients and I've no basis to doubt them.

Marketo 120

Marketo Enterprise Management Marketing Automation Services Marketing Management 120

Customer Experience Matrix

FEBRUARY 13, 2014

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.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

OCTOBER 24, 2014

Back in, say, 2008, a product like this would be big news. In this case, the main technical differentiator is extreme automation: SalesPredict imports customer data, builds models, scores current records, and deploys the results with virtually no human intervention. The final differentiator is flexibility.

Lead Ranking 120

Lead Ranking Lead Scoring Automation Salesforce.com 120

Customer Experience Matrix

AUGUST 4, 2009

The folks at Marketo have always recognized that they can only succeed if more marketers learn the basics of demand generation. As a result, they’ve invested heavily in educational materials that are not directly related to their particular product. Tags: marketing best practices demand generation marketing automation.

Lead Nurturing 120

Lead Nurturing Marketo Leads Lead 120

Customer Experience Matrix

FEBRUARY 24, 2009

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 release of his flagship product, scheduled for March 3. Marketo’s approach is to trigger campaigns based on specified events or list criteria.

Marketo 120

Marketo Marketing Automation Services Marketing Management Vtrenz 120

Customer Experience Matrix

DECEMBER 20, 2012

Oracle announced today that it has agreed to purchase B2B marketing automation leader Eloqua for $23.50 The deal makes obvious sense, in that it gives Oracle a much stronger position in the fast-growing B2B marketing automation industry*. per share, which comes to $871 million. The stock had been hovering around $17.50

Eloqua 120

Eloqua Marketing Automation Services Enterprise Management Marketing Automation 120

Customer Experience Matrix

FEBRUARY 4, 2014

I’ve just published the latest edition of our B2B Marketing Automation Vendor Selection Tool (VEST), with updated entries on all your favorites and several new entries to boot. I added four new vendors to the report, all of which have just begun to market their products aggressively. Do I get SEO credit for using “top of the funnel”?)

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Top of Funnel 120

Customer Experience Matrix

AUGUST 6, 2013

One of the main reasons that marketing automation has not been adopted more quickly is that too few marketers know how to fully use it. Instead, RightWave offers what it calls “marketing automation as a service,” gives each client access to staff members who will set up and execute campaigns for them.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

FEBRUARY 1, 2012

I released the 2012 edition of our B2B Marketing Automation Vendor Selection Tool (VEST) report today, an event that deserves more hoopla that I’ve given it. Although the VEST is primarily intended to help people who are buying a marketing automation system, its database also provides a statistical portrait of the industry.

Marketing Automation Services 120

Marketing Automation Services Marketing Report Marketing Automation Automation 120

Customer Experience Matrix

JULY 30, 2013

Raab Associates officially released the new edition of our B2B Marketing Automation Vendor Selection Tool (VEST) yesterday. Marketo was mostly missing until they provided key figures in their earnings call this afternoon. Silverpop and HubSpot might also benefit but neither is fully focused on standard B2B marketing automation.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Acquisitions 120

Customer Experience Matrix

AUGUST 23, 2012

These companies have large marketing departments that may manage hundreds of campaigns for different products in different locations. Our scoring reflects their need for special features for automated content selection, project management, complex lead scores, and tight control over the rights granted to individual users.

Eloqua 120

Eloqua Marketing Automation Services Lead Ranking Enterprise Management 120

Customer Experience Matrix

JUNE 4, 2013

So this fills a gap in their core product offerings. They also get a toe-hold in B2C marketing and in marketing automation (via ExactTarget''s Pardot technology). Not so terrible for marketing automation in the short term. Not so terrible for marketing automation in the short term. Adobe , where art thou?

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

AUGUST 2, 2012

In a young industry like B2B marketing automation, the primary focus is growth, and I published some figures on that yesterday (repeated below). The standout performer in all these tables is Marketo, but bear in mind that they’ve also taken much more investment than any of the others ($107.5 What about profitability?

Marketing Automation Services 120

Marketing Automation Services Vendors Comparison Marketing Automation 120

Customer Experience Matrix

OCTOBER 17, 2012

It has a pretty low profile in the B2B marketing automation world, partly because it serves a mix of B2C and B2B clients but mostly because it started as a marketing operations management system. B2B marketing automation systems are built for lead nurturing and provide a foundation adequate for that purpose.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

JULY 11, 2011

You know that red-hot B2B marketing automation industry? Our just-released update to the B2B Marketing Automation Vendor Selection Toolkit (VEST) shows that client counts grew just over 50% over the year ending in June, compared with nearly 100% growth for the year ending last December. Don’t look now, but growth is already slowing.

Marketing Automation Services 120

Marketing Automation Services Manticore Marketing Automation ActiveConversion 120

Customer Experience Matrix

FEBRUARY 6, 2013

I’ve just finished the latest update of our B2B Marketing Automation Vendor Selection Tool (VEST), available on the raabguide.com Web site. The VEST is our evaluation of industry vendors, aimed primarily at companies choosing a marketing automation system. Of the other major vendors, Marketo and HubSpot have both been quiet recently.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Forecasting 120

Customer Experience Matrix

JUNE 30, 2010

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. To make a free product viable, LoopFuse needed to engineer as much cost as possible out of the entire client life cycle.

Loopfuse 120

Loopfuse Marketing Automation Services Enterprise Management Marketing Management 120

Customer Experience Matrix

JULY 31, 2012

I’ve just released the latest edition of my B2B Marketing Automation Vendor Selection Tool (VEST), which contains detailed analysis of all 22 B2B marketing automation systems. I estimate the non-B2B specialists and other marketing automation vendors (IBM, SAS, SAP, etc.)

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Report Marketing Management 120

Customer Experience Matrix

FEBRUARY 12, 2013

Let me start by saying that the 50% revenue increase I’m projecting for B2B marketing automation in 2013 is a very healthy one. What really got me thinking about this was prepping for a Webinar I’ll be giving next Wednesday on the future of marketing automation ( register here ). companies with $5 million or more revenue.**

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Automation 120

Customer Experience Matrix

JULY 10, 2013

Optify was founded in 2008 and launched its original product, a search engine optimization (SEO) tool, about a year later. Finally, Optify has expanded into conventional marketing automation over the past 18 months and most recently added basic contact management and distribution of lead information, scores, and alerts to sales people.

Demand Generation Agencies 120

Demand Generation Agencies Marketing Automation Services Paid Search Agency Small Business Marketing 120

Customer Experience Matrix

MARCH 4, 2011

Summary: Is stressing the need for process change making marketing automation too complicated, or a recognition of what it really takes for success? I’m not sure that whoever speaks for “conventional wisdom” would agree that marketing automation solutions must be expensive and complex. There are vendors on both sides of the argument.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Loopfuse 120

Customer Experience Matrix

SEPTEMBER 2, 2011

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. But even if people get better at filtering noise, that filtering still takes energy from other, more directly productive purposes. All of which brings us back to B2B marketing automation.

Enterprise Management 120

Enterprise Management Marketing Automation Services Salesforce.com Work Management 120

Customer Experience Matrix

JUNE 5, 2012

What are marketers to make of all this activity, not to mention Marketo ’s acquisition in April of social marketing vendor Cloud Factory ? Both Marketo and Oracle already offer robust marketing platforms, so they presumably see social media as a supplement rather than a replacement. But Marketo hasn’t hinted at this approach.)

Resource Management 120

Resource Management Salesforce.com Marketing Automation Services Marketing Management 120

Customer Experience Matrix

SEPTEMBER 16, 2010

Those of you familiar with the Raab Guide to Demand Generation Systems know it already contains very detailed information on major vendors ( Aprimo , Eloqua , Genius.com , Manticore Technology , Marketbright , Marketo , Neolane and Silverpop ). Naturally, people will disagree with some of my weights. But that’s a healthy debate.

RFP 120

RFP Marketing Automation Services Marketing Automation Automation 120

Customer Experience Matrix

DECEMBER 27, 2010

Summary: The first of three posts describing my new scoring system for B2B marketing automation vendors. Recognizing that buyers will use the chart to select products no matter what I tell them, I settled on dimensions that are directly related to the purchase process: - product fit , which assesses how well a product matches buyer needs.

Marketing Automation Services 120

Marketing Automation Services Lead Scoring Lead Ranking Vendors 120

Customer Experience Matrix

NOVEMBER 5, 2015

They also briefed me at that time on a slew of updates to their other marketing products, demonstrating continued forward movement. Teradata told me separately that their marketing cloud business grew 22% year-on-year this quarter, suggesting that the decline came in the older, on-premise products and/or related services.

Enterprise Management 120

Enterprise Management Planning Marketing Management Marketing Automation Services 120

Customer Experience Matrix

APRIL 9, 2014

x revenue, compared with the 6 to 7 x multiples paid for ExactTarget and Responsys by Salesforce.com and Oracle and the 14 x that Marketo commands in the stock market. But the main reason is probably that just 15% of Vocus'' 2013 revenue came from its marketing automation products. It’s still a modest multiple of 2.4

Marketing Automation Services 120

Marketing Automation Services Salesforce.com Purchase Paid Search Agency 120

Customer Experience Matrix

JUNE 29, 2011

You probably saw ExactTarget ’s June 13 announcement of its strategic partnership with Marketo and Eloqua ’s June 21 announcement of its new AppCloud marketplace for connectors with other systems. In fact, the real head scratcher was why ExactTarget would deal with Marketo if it had ambitions to occupy the same central turf.

Eloqua 120

Eloqua Marketing Management Marketing Automation Services Lead Ranking 120

Customer Experience Matrix

APRIL 3, 2013

The two products will be combined in what ReachForce calls the “Connected Marketing Data Hub”. SetLogik’s predictive modeling features make it even easier for marketers to get a return on their investment once the database is in place. Everybody wins!

Reachforce 120

Reachforce Buy Marketing Management B2B Marketing 120

Customer Experience Matrix

JUNE 13, 2016

ZenIQ assembles account data from a company’s CRM, marketing automation, and Web systems; supplements this with account and contact information from external sources; assesses the current state of each account; and takes actions to improve that state. I was disappointed but figured it was just another case of expectations outpacing reality.

Account Based Marketing 120

Account Based Marketing Marketing Automation Services Work Management Buy 120

Customer Experience Matrix

JUNE 14, 2013

Semantic engines can extract information such as executive changes and product announcements from press releases and social media profiles. Predictive models can show how different attributes correlate with targeted behaviors such as purchasing a product. More advanced technology does exist.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Social Marketing Ideal Customer Profiles 120

Customer Experience Matrix

OCTOBER 15, 2010

I spent most of the past week in San Francisco at overlapping conferences for the Direct Marketing Association and Marketo. My Marketo presentation was based on the marketing measurement white paper I recently wrote for them, which argues that measurement should be based on tracking buyers through stages in the purchase process.

Allocation 120

Allocation Marketing Automation Services Marketo Demand Generation 120

Customer Experience Matrix

MARCH 26, 2015

To help the system run smoothly, Lenovo has both dedicated internal Adobe teams, as well as full-time support people on Adobe''s payroll, which means the company spends equal amounts on both products and support services. ” automated optimization. And Lenovo uses just only two of Adobe’s eight solutions. email-based targeting.

Paid Search Agency 120

Paid Search Agency Display Enterprise Management Marketing Automation Services 120

Customer Experience Matrix

JANUARY 20, 2016

But while the promise of intent data is irresistible – “reach prospects with demonstrated interest in your product!” – the reality is less appealing. B22B lead generation vendor True Influence today announced a new product to help fill these gaps. So, what distinguishes InsightBASE from other intent-based products?

Intent Data 120

Intent Data Intent Lead Ranking Marketing Automation Services 120