Trending Sources

Infographic: The State of Marketing Automation Maturity

The Point

Are most B2B companies getting maximum value from their investment in marketing automation? Or are companies rushing to implement marketing automation without a full understanding or strategy for how to put that technology to best use? The post Infographic: The State of Marketing Automation Maturity appeared first on The Point. Click on the infographic below to view full size.

Is Marketing Automation Right for Every Company?

The Point

For those of us who work in and around the technology every day, it can seem like marketing automation is already pervasive. Analyst David Raab reports that for companies under $5 Million in revenue, marketing automation penetration is a miserly 5 percent. Which begs the question: is marketing automation right for every company? Industry data tells us something different.

Marketo Conference: Small Changes, Big Picture

Customer Experience Matrix

Marketo wrapped up its three day Marketing Nation conference yesterday, having once more displayed its own marketing prowess by attracting national media attention (see here and here ) with an appearance by Hillary Clinton. Real Time Personalization already exists, obviously, and will remain a separate product that can work with any marketing automation system. Fair enough.

Marketo's Engagement Engine Simplifies Complex Marketing Automation Campaigns

Customer Experience Matrix

But the good folks at Marketo have taken a step in that direction with their latest enhancement, which they call an “engagement program”. The system will go through the content in this order during each execution (which Marketo calls a “cast”), and send each person the first item they have not already received. This is something Marketo might want to reconsider.

B2B Marketing Trends for 2016

automation, persona development and mapping the customer journey. automation technology for more than lead to revenue and apply demand. Atri Chatterjee, Chief Marketing Officer, Act-On Software B2B Marketing Trends for 2016 34 Manage the Customer Experience Become Builders of Bridges B2B marketers who want to succeed will understand their collaborative role.

Happy 10th Birthday, Marketo!

Modern B2B Marketing

Author: Sanjay Dholakia Ten years ago this month, Phil Fernandez, David Morandi, and Jon Miller founded Marketo with one idea: to create a new kind of enterprise software company, one dedicated solely to the needs and mission of today’s marketing professional. Thank you for helping Marketo make the last decade so special. Here’s to the next 10! Modern Marketing b2b Consumer

New Marketing Automation Buyer’s Guide Offers Valuable Advice

The Point

TrustRadius , an online community designed to help business software users make better product selection, implementation, and usage decisions, just released their first-ever “ Buyer’s Guide to Marketing Automation Software.”. Marketo announced an open ecosystem platform strategy. • Act-On raised $42 million and appears heading for an IPO.

Marketo Spark Targets Small Business Marketing Automation

Customer Experience Matrix

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. Most of these aren’t of interest to small business, and several involve additional charges even for Marketo’s regular packages. Spark starts at $750 per month with no annual contract, compared with Marketo’s $2,000 per month minimum and annual contract for its full-featured Professional Edition. Whether Marketo actually makes any money at this price is questionable.

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

The Interwebs have delivered an unusually rich trove of data about the marketing automation industry in the past few weeks. Other than Raab Associates’ own VEST report , we’ve seen surveys of active buyers from Software Advice , usage figures based on direct observation from Mintigo and Venture Beat (using Datanyze) , and another broad-based survey from Pepper Global and Holger Shulze.

B2B Marketing Trends for 2016

automation, persona development and mapping the customer journey. automation technology for more than lead to revenue and apply demand. Atri Chatterjee, Chief Marketing Officer, Act-On Software B2B Marketing Trends for 2016 34 Manage the Customer Experience Become Builders of Bridges B2B marketers who want to succeed will understand their collaborative role.

Back to Basics: 7 Things Marketing Automation Software Can Do For Your Business

Modern B2B Marketing

Author: Ellen Gomes One of the questions we get asked a lot at Marketo is “what features are included in a marketing automation platform, and how can these features help my business?” Luckily, marketing automation offers a wide array of features to streamline marketing campaigns—from lead management to email marketing. Marketing Automation b2b Consumer

Survey: Marketing Automation Users Score a “C” in Maturity

The Point

Spear Marketing Group has published an informative report detailing results of a survey designed to gauge the maturity of marketing automation deployments within the B2B community. The survey asked marketing operations managers and other B2B marketing executives to rank their current deployment of marketing automation software in 33 separate categories relating to either key software functionality or generally accepted best practice. In some notable areas, the average marketing automation user appears to be achieving real business value.

6 Vital Features to Look for in Marketing Automation Software this Year

Modern B2B Marketing

The single most important improvement companies can make to their marketing strategies is investing in marketing automation software. Automation is the fuel that allows businesses to stay one step ahead of the game. Marketing automation software is not just a fancy synonym for customer relationship management software. Marketing Automation b2b

Marketing automation is not marketing strategy


Too often, these days, I am hearing B2B marketers mouth claims like “We got this new [fill in the brand] automation tool, so now we can reduce headcount.”  Or, “Once this automation system is installed, it will take our marketing to the next level.”  Marketers sometimes see automation as a silver bullet.  So, what should we be doing with automation, to ensure its success? 

The 14 Best Marketing Automation Tools


Marketing automation software tools can be very helpful in making lead nurturing and sales acceleration efforts more effective—even if the category is badly misnamed. Marketing can’t be automated.) But “segmented prospect email followup sequence design and automation,” while a more accurate label for the category, certainly isn’t as catchy.

SMB 24

B2B Marketing Trends for 2016

automation, persona development and mapping the customer journey. automation technology for more than lead to revenue and apply demand. Atri Chatterjee, Chief Marketing Officer, Act-On Software B2B Marketing Trends for 2016 34 Manage the Customer Experience Become Builders of Bridges B2B marketers who want to succeed will understand their collaborative role.

To Make Marketing Automation Truly Hum, Look Beyond Software

Fearless Competitor

Last week, Jeff Ogden , President of Find New Customers spent a full day with a client of Marketo. This company was kind enough to demonstrate what they had set up in Marketo – for nurturing, lead scoring, etc.  I was not impressed. This company, who was struggling to get value from their software, did not lack technical skills- they had Marketo knowledge in-house.

Are 70% of Marketing Automation Users Unhappy? Well, Not Exactly

Customer Experience Matrix

A recent piece in TechCrunch quoted me as saying that “almost 70 percent of marketers are either unhappy or only marginally happy with their marketing automation software.” Answers came from 159 marketing automation users. The quote refers to a question about how well marketing automation software met satisfaction and improved results, on a 1 to 5 scale. Only 23.7%

Marketo Files for IPO: Will High Growth Outweigh High Losses?

Customer Experience Matrix

Marketo made good today on its promise to file for an initial public offering (IPO). The S-1 registration statement gives considerable new information about Marketo’s business. Marketo’s other operating costs (research & development and general & administrative) are also high – 52% of revenue, compared with 35% for and 33% for Eloqua.

Why Marketo and Microsoft Dynamics CRM Customers Have Gold in Their Sights

Modern B2B Marketing

At Marketo, we spend a lot of time thinking about how to help sales and marketing perform together  with the finesse of Olympians. If you’re a marketer using Microsoft Dynamics CRM, that tool is often a complete marketing automation platform. So are real life Microsoft Dynamics CRM and marketing automation customers becoming gold medalists? Marketing Automation b2b

Why Is B2B Marketing Automation Growing So Slowly?

Customer Experience Matrix

Let me start by saying that the 50% revenue increase I’m projecting for B2B marketing automation in 2013 is a very healthy one. We’ve recently been seeing surveys that suggest something close to 50% adoption of marketing automation. Raab Associates' VEST report shows about 20,000 B2B marketing automation systems at those companies, yielding about 6% penetration. million vs. 39.6

More New Systems Challenge the Marketing Automation Status Quo

Customer Experience Matrix

Last week’s post looked at newer marketing automation systems that focused on small businesses. The general notion is that small businesses are finding existing marketing automation products too hard to use and would be happy with something simpler, especially if it costs less. It launched its full-scale marketing automation system last fall. Here are a few options.

[Infographic] The Marketo(er’s) Guide to SXSW

Modern B2B Marketing

This year, Marketo is going big. We are hosting 10+ sessions featuring marketing thought leaders from organizations like My Fitness Pal, The Economist, Kaiser Permanente, Mashable, and of course, Marketo! And to learn more about what Marketo has in store for SXSW check out our microsite. Author: Dayna Rothman We can’t wait for SXSW! View the infographic in a new window here.

New Raab VEST Report: B2B Marketing Automation Will Reach $1.2 Billion in 2014

Customer Experience Matrix

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. b2b marketing automation demand generation systems lead generation systems marketing automation industry size marketing automation vendor rankings marketing software raab report VEST report

Acquisitions Reshape the Marketing Automation Industry: Growth at the Bottom, Room in the Middle, Fog at the Top

Customer Experience Matrix

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. Room in the Middle: Marketo''s client count increased just 36% from mid-2012 to mid-2013 (although they’re projecting 54% revenue growth for 2013 vs. 2012).

New Marketing Automation Report: Venture Funding is Key to Success

Customer Experience Matrix

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. So we’ll exclude them from further analysis. Myth busted.

Why Marketing Automation Software is like a set of nice golf clubs

Fearless Competitor

Find New Customers has had many clients who have purchased marketing automation such as Marketo and Act-On Software , but they are using it mainly for email marketing. Expensive software only used for email marketing! contact-form] Filed under: Buyer Personas , Find New Customers , Florida , Management best practices , Marketing , Marketing Automation.

VEST Report: Latest Trends in Marketing Automation, and Where's My Hoverboard?

Customer Experience Matrix

I just finished the latest release of the B2B Marketing Automation Vendor Selection Tool , a.k.a. All six of the vendors new to this report sell primarily to small businesses, and most are “all-in-one” systems that combine marketing automation with integrated CRM. b2b marketing automation demand generation software marketing technology Raab VEST report VEST Report.

Big deals for Marketo and Demandware, but what do they mean?


Two billion-dollar M&A deals: Marketo was acquired by private equity firm Vista Equity Partners for $1.79 Marketo’s deal isn’t industry consolidation — at least not yet. Let’s start with Marketo. Marketo’s acquisition by Vista is not “consolidation.” Enabling key Marketo employees to start new ventures (unintentionally).

API 27

How to Sell Marketing Automation to Your CEO (& Other Burning Questions)

The Point

Recently I was asked to contribute some thoughts to Marketo’s new ebook, “ The Definitive Guide to Marketing Automation.” You can download a free copy of the ebook – 100 pages on everything you need to know about marketing automation – what it is, how it’s different from CRM, common features, keys to success, and more – by clicking here. Below is my contribution (see Page 71.).

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. The current marketing automation leaders – Oracle Eloqua , Marketo , Salesforce Pardot , Silverpop , Act-On, etc. But I digress.

API 88

Marketo Working To Simplify Marketing Automation Adoption


At this year’s Microsoft Convergence conference  Lauren Carlson , CRM Market Analyst at  Software Advice and Marketing Automation Software Guide  had the opportunity to interview Marketo’s VP of Marketing Jon Miller. Miller discusses Marketo ‘s recent announcement and integration with Microsoft Dymanics CRM. If it is anything like Miller describes it is certainly a step toward eliminating one of the barriers to marketing automation adoption. Most marketers have yet to truly understand that there is a different way with marketing automation.”

API 19

10 Tips for Driving Lead Nurturing Success (Infographic)

The Point

When B2B companies invest in marketing automation technology, “lead nurturing” is often one of the key business objectives that spurs those organizations to take the plunge. Yet, upon deploying a new marketing automation platform, effective lead nurturing can often take months to take shape, longer still to provide the kind of business impact the marketers (and their management) had in mind.

Raab Report: Financial Comparison of B2B Marketing Automation Vendors

Customer Experience Matrix

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 Still, this suggests that Marketo might be able to fetch a higher price than Eloqua.

Key to Marketing Automation Success: Process First, then Campaigns

The Point

In a phone call this week I was swapping war stories with a well-known sales and marketing consultant, who, like us, works with B2B companies to improve their return on marketing automation. In the case of our agency , though we still get our fair share of calls from companies who find themselves saddled with what amounts to an expensive email broadcast system, a growing percentage of our engagements are with companies who have yet to even purchase the software. The bad news here is that marketing automation isn’t the magic wand that some companies apparently thought it was.

Marketing Automation is Not Marketing Strategy


We are republishing this blog by Ruth Stevens (originally run January 29, 2014) because she hits the nail on the head about marketing automation. In the opening paragraph she states: “Marketers sometimes see automation as a silver bullet. Marketing automation doesn’t identify your best target audiences. Marketers sometimes see automation as a silver bullet. Stevens.

[Ebook] How Marketing Automation Empowers Small Teams

Modern B2B Marketing

The answer is to automate their processes. Enter, marketing automation! Marketing automation is a powerful software tool that automates and syncs various efforts (think campaign management, customer segmentation, and data analysis, to name a few). Marketing automation is an all-around winner. Marketing Automation b2b ConsumerSee, ABCDE!

Can Marketing Automation Save Your Content Strategy?

Content Standard

That’s where marketing automation comes in. Marketing automation tools can take over some of the more tedious aspects of content marketing management, reducing daily demands on marketers while also optimizing those marketing efforts. But make no mistake: When used properly, marketing automation technology can be a major source of stress relief. Assign Your Automation.

Raab Report: Neolane, Aprimo, and Eloqua Rate Highest for Large Company B2B Marketing Automation

Customer Experience Matrix

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. Marketo and Oracle (specifically, Oracle CRM On Demand Marketing ) are considerably further back in the leader quadrant. This is 5% of industry installations and 25% of industry revenue.

Vidyard Gains Momentum Among Marketo Users


More than 100 customers now using Vidyard’s integration into Marketo to track video engagement data and turn viewers into customers. KITCHENER, Ontario – December 2, 2015 –  Vidyard, the leading video marketing and analytics platform, today announced it has surpassed the milestone of 100 businesses using Vidyard’s integration into the Marketo engagement marketing platform. Vidyard is a highly engaged LaunchPoint partner, and we’re thrilled to see so many Marketo customers utilizing their solutions.”. About Marketo. Gainsight. Insight. ” Taulia. About Vidyard.