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Salesforce.com to acquire ExactTarget

Fearless Competitor

June 4/2013 It was announced this morning that Salesforce.com has reached an agreement to acquire ExactTarget. Salesforce.com is expanding their Marketing Cloud offering. With ExactTarget, they get a robust email platform and a marketing automation play with ExactTarget’s acquisition previously with Pardot. Self Education acquistion ExactTarget Pardot Salesforce.com

Breaking: Salesforce.com Announces the Marketing Cloud. So What is It?

It's All About Revenue

The “marketing cloud”, which salesforce.com has hinted at for a while, was announced today at Dreamforce ’12. This is good news for marketing automation customers. Marketers who use both Eloqua and salesforce.com will be able to enjoy an enhanced version of the social marketing cloud. The integration of marketing automation and tools like social sign-on with salesforce’s CRM and Data.com means marketers can cull the insights from the marketing cloud to append the profiles of individual leads and customers within their pipeline. So what is the “marketing cloud?”.

SalesForce.com Acquires ExactTarget

Volacci

The integration of web content management systems, marketing automation suites, social engagement platforms and CRM is quickly becoming a necessity in today''s business climate. The impact of the convergence of these technologies continues to grow, made evident today by the acquisition of ExactTarget by SalesForce.com. As a marketer, it''s exactly the kind of attention we need.

Marketo’s Take on Salesforce.com’s ExactTarget Acquisition

Modern B2B Marketing

Author: Phil Fernandez Today, Salesforce.com announced plans to buy ExactTarget. Many of our customers, prospective customers and business partners may be wondering what this move means for Marketo, since we are a leader in the marketing software space and so many salesforce.com customers also choose Marketo as their marketing automation platform. Where marketing is going.

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. The deal makes obvious sense, in that it gives Oracle a much stronger position in the fast-growing B2B marketing automation industry*. marketing automation platform can't do this because it bumps up against the competing platform of CRM.

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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%

SalesPredict Offers Highly Automated, Highly Flexible Predictive Modeling

Customer Experience Matrix

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. Well, the automation and flexibility are highly attractive, but the dependence on CRM data may limit its value if you want to incorporate other sources.

A Marketing Automation Evangelist and Change Management

ANNUITAS

ANNUITAS: What does the Marketing Automation Evangelist at Salesforce.com do on a daily basis?  Mathew Sweezey:  My role at Salesforce.com entails spearheading primary research efforts, writing up the analysis, and then translating that back to our audience with what can be learned from it. They sent the same emails, just automated the process. Download the eBook today.

Marketing Automation's Unhappy Users: Trouble in Paradise?

Customer Experience Matrix

As I mentioned in last week''s post , I’m writing a paper on stages of marketing automation deployment. The premise of the paper and Webinar is marketing automation has a problem: clients who don’t move beyond basic email functions are unhappy. So let’s look at some more data that illustrates the trouble in marketing automation paradise. One final survey reinforces this point.

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. 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. Here’s how I see things.

Salesforce.com Announces Site.com Web Site Management: Will Marketing Automation Features Follow?

Customer Experience Matrix

Salesforce.com yesterday announced the launch of Site.com , an enterprise-class Web site management system. The news didn’t seem to get much attention, perhaps because Salesforce.com itself pretty much buried it. But Salesforce.com VP of Product Management Anshu Sharma did post a detailed explanation of the rationale on a Salesforce.com blog. And, as the two giants converge, the marketing automation industry stands between them like a mushroom, waiting to be crushed or gobbled up (if giants eat mushrooms). Here’s a piece from 2009.)

The Pond Just Got More Crowded: Google, Salesforce.com and Sequoia Invest in HubSpot

Customer Experience Matrix

Summary: HubSpot announced a $32 million investment yesterday by Sequoia Partners, Google and Salesforce.com. This could be a real game-changer in the small business marketing automation landscape. Salesforce.com and Google announced their long-anticipated entry into the marketing automation industry, in the baby-step form of investments in HubSpot.

Next-Generation Marketing Automation Systems Target Small Business

Customer Experience Matrix

I’ve been gearing up for the next edition of our VEST report on B2B marketing automation systems, which involves catching up with established vendors and chasing down some new ones. nurture campaigns), and share leads with a CRM system like Salesforce.com. Synchronization with Salesforce.com and SugarCRM are due by mid-2014. continuously updated) as well as static. Among U.S-based

The Characteristics of a Marketing Automation Expert [Infographic]

It's All About Revenue

She has spent the last three years in content marketing and community management at salesforce.com and Radian6, and has a background in account management for interactive and full service advertising agencies. What does it take to become a marketing automation expert? Here are the characteristics of a true marketing automation expert. Follow her on Twitter at @amandalnelson.

Tomorrow People Leaves Salesforce.com in Favour of Workbooks CRM

Tomorrow People

Tomorrow People has selected British Cloud CRM provider Workbooks.com to replace its Salesforce.com CRM system after two years of using the Salesforce Professional Edition. Alistair Norman, Marketing Director at Tomorrow People commented, “Workbooks is not only far more cost-effective than Salesforce.com, it is also more intuitive for our users and much easier for us to customise.

MindMatrix Adds Sales Support to Marketing Automation

Customer Experience Matrix

One easily predictable trend in B2B marketing automation is that vendors will tailor their systems to specific industries. The reason may be that B2B marketing automation products have a narrower scope than B2C systems, meaning there’s less advantage in creating vertical editions. But MindMatrix is correct in saying that they’re not part of mainstream B2B marketing automation.

Dreamforce 2011: Salesforce.com Will Leave Marketing Automation Alone. But Revenue Performance Management Might Be Another Story.

Customer Experience Matrix

I spent most of this week at Salesforce.com ’s Dreamforce conference. 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. If the big question on the mind of the marketing automation industry has been whether Salesforce would launch its own product, the show provided what I consider to be a definitive answer: No (at least for now; never say never). All of which brings us back to B2B marketing automation. Peer pressure worked, and there I was. As a $2.1 Or maybe I'm being naive.

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.

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

Customer Experience Matrix

I spent the early part of this week at Salesforce.com ’s annual Dreamforce conference. The bad news was for B2B marketing automation. Conference presentations confirmed that Pardot, the B2B marketing automation system that Salesforce acquired as part of its ExactTarget acquisition, has been separated from the rest of ExactTarget and made part of the Sales cloud. There, Pardot is described only as providing lead scoring and nurture programs, which is a subset of what B2B marketing automation usually offers. Here are my observations. The big news was for geeks.

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

New Marketing Automation Options for Small Business in the VEST Report

Customer Experience Matrix

I’m revving up for the next edition of our B2B Marketing Automation Vendor Selection Tool (VEST) report, which will include six first-time entries. I’ve already written about two of those, Inbox25 and AutopilotHQ (formerly Bislr). This is very desirable for small organizations that want to automate their operations while running as few systems as possible. You get the idea.

LeadLiaison Helps Marketing Automation Users Break the Content Bottleneck

Customer Experience Matrix

You may have noticed that there are many B2B marketing automation systems available. But they do go far enough beyond standard marketing automation to justify a different label. In particular, LeadLiaison helps marketers create content, a critical bottleneck that is not addressed by most marketing automation systems. Zapier connector supports integration with other systems.

RedPoint Offers Broad, Deep B2C Marketing Automation

Customer Experience Matrix

On days when I have nothing else to be cranky about, I sometimes fuss at how business-to-business software vendors hijacked the term “marketing automation” despite its long and relatively honorable history describing systems for consumer marketing. That formula fell out of favor when the most prominent CRM system became B2B-oriented Salesforce.com , whose very name reflects its origins in B2B sales automation. The net result of all this harvesting by big buyers has been to clear the ground for the next crop of B2C marketing automation systems.

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Marketing Automation Systems are on the Rise

Webbiquity

Two common business terms combined describe the an increasingly popular outreach tool: marketing automation. According to marketing research firm Raab Associates , the marketing automation system industry will reach $750 million in 2013, growing 50 percent from 2012. But marketing automation systems aren’t meant to replace personal engagement. Guest post by Gene Morris.

Is Salesforce.com a Player in Marketing Automation Software?

Webbiquity

Salesforce.com is the cloud computing darling of customer relationship management (CRM) software. They have significant control of mind share in that space, and their legacy in customer service and sales force automation software is strong. So, where does Salesforce.com stand as a marketing automation solution? Guest post by Lauren Carlson. However, CRM is a trifecta.

How RightWave Solves the Marketing Automation Skill Shortage

Customer Experience Matrix

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. Marketing automation vendors have adopted different strategies to deal with their problem, including making their systems easier to use, offering extensive training, and providing services to run the systems for their clients.

High Sales Efficiency Expectations with Marketing Automation [Infographic]

Sales Prospecting Perspectives

Sales Prospecting Perspectives is pleased to bring you a guest post from Brian Hansford , Director of Client Services and Marketing Automation Practice at Heinz Marketing. Marketing Automation is a leading force in this evolution, and B2B marketers are rapidly increasing their acumen to provide a direct impact to revenue generation. Heinz Marketing and OnTarget Consulting completed the 2014 Marketing Automation Effectiveness and Performance Survey and we developed this infographic to share the results. But ROI results don’t come quickly, and they’re often hard to measure.

Teradata Integrates Its Marketing Automation Acquisitions for Enterprise Marketers

Customer Experience Matrix

Last year’s biggest marketing automation acquisitions were products for consumer marketing: ExactTarget by Salesforce.com , Neolane by Adobe , and Responsys by Oracle. Consumer marketers have had their own, highly sophisticated marketing automation systems for years. These are advanced features for consumer marketing automation and almost unheard of in B2B systems.

Microsoft Buys Marketing Automation Vendor MarketingPilot: Start of Something Big?

Customer Experience Matrix

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. More specifically, it’s a major acquisition by a CRM vendor, helping to fulfill everyone's favorite prophecy that marketing automation and CRM will eventually merge.

Beanstalk Data Adds Service to the Marketing Automation Recipe

Customer Experience Matrix

Exploring a new marketing automation system is like biting into a bonbon: part of the fun is you never know what you’ll find inside. It provides all the basic B2B marketing automation functions: mass email, landing pages and surveys, behavior tracking, lead scoring, nurture campaigns, and CRM integration. loyalty systems marketing automation software beanstalk data

IBM May Buy Silverpop: B2B Marketing Automation and B2C Email Would Be Great Fit

Customer Experience Matrix

The other enterprise-level B2C email vendors ( ExactTarget , Responsys ) have already been bought at wondrously high prices, and every B2B marketing automation vendor I talk to tells me that potential investors are approaching them constantly. Although they bought B2C marketing automation leader Unica several years ago, they lack enterprise-scale B2C email engine and B2B marketing automation. enterprise marketing management ibm marketing automation marketing technology acquisitions silverpop My only reaction was, What the heck took so long? So we’ll see.

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How Should I Structure My Marketing Automation Team?

Modern B2B Marketing

In fact, football teams are a lot like marketing automation teams – you need talented players, of course, but you also need dedicated roles, internal coordination, and sound strategy. The Basic Structure of a Marketing Automation Team. Cloning programs and templates allow small teams to accomplish marketing automation on par with much larger companies. Marketing Automation

How Should I Structure My Marketing Automation Team?

Modern B2B Marketing

In fact, football teams are a lot like marketing automation teams – you need talented players, of course, but you also need dedicated roles, internal coordination, and sound strategy. The Basic Structure of a Marketing Automation Team. Cloning programs and templates allows small teams to accomplish marketing automation on par with much larger companies. Marketing 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. Both are general purpose marketing automation systems that serve large numbers of B2C as well as B2B clients. This is 5% of industry installations and 25% of industry revenue.

Marketing Automation Beer Goggles: What I Think I Learned at Dreamforce

Customer Experience Matrix

I’m writing this on my way home from Dreamforce, the Salesforce.com user conference that has become the primary industry gathering for marketing automation vendors. The theme includes easier connectivity to external data, via standard connectors in general and the Salesforce.com AppExchange in particular. So what did I learn? The first was data. Maybe I need to get out more.

Getting Started Guide for Marketing Automation

The Effective Marketer

With all the (deserved) hype surrounding marketing automation, is no wonder that many companies, startups especially, are adding the technology as a key component to their marketing activities. Problem is, sometimes the rush to get the software installed and running ends up trampling the creation of processes, content planning, and other key ingredients that are necessary for a successful marketing automation implementation. But let’s say you got approval and have purchased the marketing automation software of your dreams. Getting Started with Marketing Automation.

Intuit / Salesforce.com Alliance Is No April Fool's Joke

Customer Experience Matrix

Am I the only one who missed the April 1 announcement of a strategic alliance between Salesforce.com and Intuit ? Given our industry's endless nattering about whether Salesforce.com will move into marketing automation, this should have attracted more attention (or, at least, enough attention that I would hear about it sooner than I did). In case you too missed the news, it comes down to this: Salesforce.com will be available on Intuit’s App Center and be deployed so that the Intuit and Salesforce.com databases are synchronized. But it does make sense.

eTrigue Puts a New Interface on Mature Marketing Automation Features

Customer Experience Matrix

Summary: eTrigue's new product is aimed at small-to-mid size businesses who want an easier alternative to leading marketing automation systems. eTrigue officially announced its new DemandCenter marketing automation system on Tuesday, replacing an earlier product dating back more than five years. But marketing automation systems actually compete on more than ease of use.

9 Things Marketers Need from Marketing Automation Vendors and Consultants – Part 1

ANNUITAS

Approximately 12 years ago, a new technology emerged and a new software category called “marketing automation” was born.  Since then, the marketing automation space has grown consistently and significantly, and is now is at the precipice of going mainstream.  According to SiriusDecisions ,  40% of organizations will own automation by the year 2016. With these questions and conversations in mind, I have compiled a list of nine things marketers need from marketing automation solution providers and consultants.  Marketing automation is an enabling technology.

Marketing Automation Catching On Fire

The Effective Marketer

Some have even suggested that marketing automation market is floundering , but it is such a new market and offering that is innevitable to have doubts, especially with these many vendors in the space. With time, a shake out is likely (in fact, the recent acquisition of Unica and Aprimo may point to consolidation ) and the evolution of solutions will ensure marketing automation has a place in most marketing organizations, much like CRM is now standard for sales departments. Just a few marketing automation companies have already raised over $170 million dollars combined.

Marketing Automation Venture Funding: Profitable or Profligate?

Fearless Competitor

Lead Generation Companies | Analysis of marketing automation space – great guest post. Here we feature the marketing automation experts at Software Advice. SoftwareAdvice does great analysis of the marketing automation space. Their recent post is a superb analysis of the marketing automation industry. billion in marketing automation vendors since 1998.

Adobe Buys B2C Marketing Automation Leader Neolane: One Gap Filled, But Where's CRM?

Customer Experience Matrix

Adobe today announced plans to acquire Neolane , the largest remaining independent B2C marketing automation vendor (excluding email-focused providers like Responsys and Silverpop ). It reinforces suspicions that Adobe was the mystery bidder for ExactTarget mentioned last month by Salesforce.com. That frankly didn’t take much insight, but I’ll brag a bit more about having pegged Adobe as needing to add marketing automation as far back as this post in 2009 and again in 2010. The deal is not particularly surprising.

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My Take: Salesforce Acquires ExactTarget, Continues Marketing Automation Industry Consolidation

Customer Experience Matrix

I''ve been in meetings all day and just emerged to hear that Salesforce.com purchased ExactTarget. They also get a toe-hold in B2C marketing and in marketing automation (via ExactTarget''s Pardot technology). I''d guess those were bonuses rather than primary drivers of the deal. Frankly, of the two, entry into B2C marketing seems more important because it''s such a large business and Salesforce.com needs to know where its next several billion dollars in revenue will come from. - Not so terrible for marketing automation in the short term. Adobe , where art thou?