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. A B2C platform can support those other functions. I’m not saying that a B2C platform could extend all the way to running CRM.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

FEBRUARY 1, 2012

The enterprise vendors don’t release meaningful installation counts – some refuse to provide any data and others don’t distinguish B2B from B2C clients. A year ago, the three largest core vendors were Eloqua, Marketo, and Genius, and Act-On was an also-ran. So we’ll exclude them from further analysis.

Marketing Automation Services 120

Marketing Automation Services Marketing Report Marketing Automation Automation 120

Customer Experience Matrix

JULY 30, 2013

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). I doubt we’ll see new numbers from them in the future. Thanks, guys.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Acquisitions 120

Customer Experience Matrix

JUNE 4, 2013

They also get a toe-hold in B2C marketing and in marketing automation (via ExactTarget''s Pardot technology). 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. -

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

JULY 11, 2011

The remaining five vendors in my data (Pardot, Marketo, Eloqua, Manticore Technology, and Genius) have 69% of their clients in the small and mid-size segments. B2B marketing automation could still stall – as B2C marketing automation did – as a niche product for an elite group of sophisticated marketers.

Marketing Automation Services 120

Marketing Automation Services Manticore Marketing Automation ActiveConversion 120

Customer Experience Matrix

AUGUST 6, 2013

Still, the vendor comparison in our VEST report shows that RightWave’s core functionality – for lead generation, campaign management, scoring and distribution, and reporting – is on par with mid-tier leaders Pardot and Marketo.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

AUGUST 28, 2014

Standard integrations are available for Salesforce.com , Oracle Eloqua and Marketo. The Web site network is unusual if not unique among B2B data providers; the most similar offerings I can think of are audience profiles from B2C site networks, from owners of large B2B sites, and based on other B2B activity such as email response.

Lead Ranking 120

Lead Ranking Activities Lead Scoring Marketing Automation Services 120

Customer Experience Matrix

JANUARY 11, 2011

The other big players in enterprise marketing automation are SAS, Teradata and SmartFocus, but they are almost entirely B2C so far I know. total employees comes to about 470 (I have to make guesses for a couple of small vendors and reduce the Silverpop total to account for its large B2C business). That yields $56 million.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation ActiveConversion 120

Customer Experience Matrix

DECEMBER 13, 2011

This is the traditional strategy for B2C marketing automation and at B2B firms large enough to afford substantial pre-deployment investments. It's applied by Marketo , Pardot , Act-On Software , Genius , Net-Results , and many others. Simple systems let marketers get started with minimum preparation.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

DECEMBER 22, 2010

Teradata is a logical buyer, having a complementary campaign management system but lacking Aprimo’s marketing resource management, cloud-based technology and strong B2B client base (although Aprimo has stressed to me more than once that 60% of their revenue is from B2C clients). This is obviously a huge decision for Teradata, a $1.7

Resource Management 120

Resource Management Marketing Automation Services Enterprise Management Work Management 120

Customer Experience Matrix

OCTOBER 10, 2012

In fact, I’ve recently taken to citing the B2B systems' fixed, built-in database as the fundamental difference distinguishing them from B2C systems, which connect to externally-managed databases with any structure. The system has an Eloqua connector today and a Marketo connector in the works.

Enterprise Management 120

Enterprise Management Work Management Lead Ranking Marketing Management 120

Customer Experience Matrix

MARCH 8, 2011

Despite this background, yesterday’s announcement positioned the firm’s competitors as the mid-to-large company B2B marketing automation vendors, listing Eloqua , Marketo , Genius , Manticore , and Neolane by name.

Salesforce.com 120

Salesforce.com Enterprise Management Hubspot Marketing Automation Services 120

Customer Experience Matrix

OCTOBER 11, 2012

During the call, company management reported little overlap in clients: ExactTarget sells mostly to B2C enterprise marketers, while Pardot sells to small and mid-size B2B. ExactTarget also said their relationship with Marketo , announced June 2011 and now ended, had produced little business. In itself, that's not so terrible.

Enterprise Management 120

Enterprise Management Marketing Automation Services Peer-to-peer Marketo 120