4) “Pure play” lead management – this group is lead by Eloqua , but there are a LOT of firms throwing their hat into this ring including Vtrenz, Hubspot, Manticore, Market2Lead, Marketo, LoopFuse, einsof, iHance, Precience, among many others. As an example: marketing automation tools like Eloqua, and web analytics tools like Omniture and WebTrends, work from the same fundamental data source: Javascript-based page tags on web pages. You don’t need this as much in B2C you need more of a scalable platform with a huge drip email engine, web pages and analytics.