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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 This was a bit of a surprise, given that Eloqua just went public in August. It suggests that neither Oracle nor Eloqua management felt the company was substantially undervalued. Small businesses in particular can expect little love from an Oracle-ized Eloqua.

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Buying Parity: Thoughts on Marketo’s Acquisition of Crowd Factory

It's All About Revenue

Virtually every company in the marketing automation space – from SMB players like HubSpot and Pardot to B2C specialists like Neolane to up-market companies like Eloqua – offers a viable social media component to their demand generation system. Now everyone is betting on the nexus of demand generation and social media. For marketers whose social strategy centers on incentivized sharing – like sweepstakes and contests – the eventual Crowd Factory / Marketo offering could make sense. Social Media Crowd Factory Demand Generation Eloqua marketing automation Marketo

We Should Be Asking: “Why Didn’t Marketo Raise More?”

It's All About Revenue

When I heard word of Marketo’s $50 million round, my immediate response was, “Good for them; better for the industry,” predictable though it may sound. Whenever prominent institutional investors fund a company, the broader category also benefits from the attention, demand and innovation that follow. I fully expect this round – which, according to industry observers, brings Marketo’s total raise to $107 million – to brighten the spotlight that’s already shining on marketing automation and related categories like revenue performance management.

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

Customer Experience Matrix

Tuesday’s post looked at the micro-business sector leaders according to our VEST report and gave a bit of background on how the ratings are created. Today let's take a look at the same diagram for large businesses, which we define as companies with $500 million revenue or more. The chart shows Neolane and Aprimo (owned by Teradata) as the clear leaders, with Eloqua also very strong.

Are Machines the Future of Marketing?

Digital B2B Marketing

Marketing automation platforms like Marketo and Eloqua allow marketers to create complex business rules that are automatically executed, similar to the early bid management platforms. Demand Media showed the potential, prior to Google’s Panda and Penguin updates, to automate the identification of content opportunities. Are you ready? The Marketing Machines. Yikes!

The B2B Lead Generation-Demand Generation Book “Hall of Fame”


Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business . The practical guide to developing marketing content that people care about, and how to implement that content via social media and demand generation. Outsmarting Google: SEO Secrets to Winning New Business. Demand Generation and Lead Process.

6 Cringeworthy Marketing Technology Failures

Digital B2B Marketing

From marketing automation to demand side platforms to content management systems, technology puts the right message in front of the right person at the right time. Here is my best guess: Eloqua populates this content dynamically and they didn’t have enough content, or content that matched to the business rules, to populate the entire template for some individuals.

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.” Freedom from the often short-sighted quarterly demands of Wall Street.

10 Things Your CEO Needs to Know Now about B2B Demand Generation

Fearless Competitor

10 Things Your CEO Needs to Know Now about B2B Demand Generation. This man badly needs the help of a marketing leader well versed in B2B demand generation, who can create a program to fill sales funnels with warm leads. Here are Jeff Ogden , the award-winning President of Find New Customers shares his list of 10 Things Your CEO Need to Know Now about B2B demand generation.

What is Revenue Performance Management? – whiteboard discussion by Jon Miller of Marketo

Fearless Competitor

In this video, Jon Miller, VP of Marketing and co-founder of Marketo discusses in a whiteboard presentation how companies can improve fiscal results using Revenue Performance Management. While Marketo discusses Revenue Performance Management, it is our belief that the term “ Revenue Performance Management &# was actually coined by Eloqua.). Business relationships Chief Content Officer Demand Generation Leadership Leadership Lessons Management best practices Marketing Marketing Automation marketing campaigns Revenue Performance Management Sales-Marketing Alignment

Marketo Sales Insight Expands Salesforce Access to Marketing Data

Customer Experience Matrix

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 today officially launched “Sales Insight”, an application that makes prospect activity history directly available to sales people from within The moments are set up as real time triggers within Marketo.

Optify Lets Agencies Provide Small Business with Marketing Automation, Distributed Marketing, and Sales Enablement

Customer Experience Matrix

By contrast, the fourth trend seems to be driven by recognition that small business presents a huge opportunity. Both the agencies and their clients have been mostly small businesses – in the survey for our soon-to-be-published VEST report , Optify reports that 60% of its clients have under $5 million revenue. That''s theme number three. Emails are delivered through ExactTarget.

Can Find New Customers help my business?

Fearless Competitor

B2B Lead Generation | Can Find New Customers help my business? Can we help YOUR business? Editor’s Note: Forrester Research found 3 out of 4 companies that invested in lead management software (Eloqua, Marketo, Silverpop, Manticore, etc.) To learn if your business can benefit from Find New Customers , we have just 3 questions for you. Let’s find out.

Marketing Automation’s Next Frontier: Madison Avenue

Digital B2B Marketing

Marketers have invested in marketing automation, content and, in many cases, creating complex business rules to determine what content and message to deliver when. This week Marketo announced that AdRoll, a provider of retargeting ads, is part of their LaunchPoint ecosystem. Marketing Technology bizo BlueKai Demandbase eloqua marketing automation marketoNot yet.

New Marketing Automation Report: Venture Funding is Key to Success

Customer Experience Matrix

We classify industry vendors into four groups: - micro business vendors (Infusionsoft and OfficeAutoPilot) - HubSpot (a category of its own because it’s not quite standard marketing automation and is big enough to treat separately) - enterprise vendors (Neolane, Aprimo, Silverpop, and Oracle) - core B2B marketing automation (everybody else: Eloqua, Marketo, Pardot, Genius, Act-On, et, al.)

Find New Customers congratulates the Demand Generation Experts in BtoB Magazine

Fearless Competitor

BtoB Demand Generation |Top Experts in B2B Magazine. The B2B lead generation consultancy Find New Customers congratulates the 15 men named top experts in Demand Generation in Who’s Who in B-To-B announced today in BtoB magazine. Phil Fernandez, President and CEO, Marketo (Sponsor of our white paper, How to Find New Customers ). Joe Payne, CEO, Eloqua Corp. Find New Customers helps companies (with between 150 and 5,000 employees who sell complex products to businesses) to implement world-class lead generation programs. Adam Blitzer, COO, Pardot.

Raab Report: Financial Comparison of B2B Marketing Automation Vendors

Customer Experience Matrix

I’ve been so busy analyzing the new VEST data that I missed the announcement that Eloqua’s would make its initial stock offering today. For companies like Eloqua and its competitors, there are really two big financial questions: how fast can they grow, and how can they become profitable? Still, this suggests that Marketo might be able to fetch a higher price than Eloqua.

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

Mintigo’s conclusion across 186,500 B2B companies was that just three percent were using the most common marketing automation systems: Oracle Eloqua , Marketo, HubSpot, and Pardot. One extremely important caveat is that these figures are counting clients, not revenue: HubSpot has three times as many clients than Marketo but 10% less 2013 revenue.

My List of Demand Generation Vendors, and Who They Sell To

Customer Experience Matrix

One of the audience members at the B2B Marketing University in Boston asked about demand generation systems for small businesses, and how to distinguish among the vendors in general. The table below presents a reasonably comprehensive list of demand generation (a.k.a. I haven't had a chance to review either product personally.) - Small Business: these products are sold to small businesses, often with just one or two people in the marketing department. Tags: demand generation marketing automation software selection demand generation Here it is.

A Busy Day in Marketing Automation Software

Fearless Competitor

B2B demand generation | Marketing automation software. Yesterday was a very busy day in the marketing automation space with big announcements from Marketo and Act-On Software. Marketo Launches Spark. Marketo launched Spark , their new product for the SMB market, starting at $750 per month. At Find New Customers we interpret this move as broadening their market in two ways: On the high-end, it frees up their flagship offering to move up-market against Eloqua. Full Disclosure: Marketo is a partner of Find New Customers. Hence a defensive move.

Marketing Automation, Set It and Forget It

Puzzle Marketer

Marketing automation combines technology, typically hosted, with business processes that score leads based on fixed criteria like title and size of company, as well as dynamic criteria, such as which web pages the person viewed, whether the individual attended a webinar or clicked through to an offer. It’s very demanding to send a personalized “Thank you” note to every one of your customers on the same day they make a sale. This business requirement would require monitoring, notification, editing, proofing, and executing for every item. Probably everyone.

Right Time, Real Time Selling

Fearless Competitor

Editor’s note: Eloqua has been acquired by Oracle and my LinkedIn Profile is at the top right of this blog, which is a blogging best practice and I welcome your visit. This blog is also included in the Marketo Big List of B2B Marketing Blogs , which is the source of the Top B2B Blog logo. Thanks, Marketo! eloqua selling Right Nows.” What do you think?

Pedowitz Group Offers Free Support for New Eloqua Clients

Customer Experience Matrix

The Pedowitz Group announced this morning that it was offering $15,000 in free consulting services and guaranteeing a five-day implementation to new clients who purchase Eloqua demand generation software. If you’re not familiar with The Pedowitz Group, President and CEO Jeff Pedowitz ran the professional services group at Eloqua for several years before starting the company. The firm also works with Marketo , Silverpop Engage B2B and MarketingGenius depending on client needs. ) Click here for the announcement.) (If

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. Even if these vendors are right that complexity is the key barrier to adoption, there’s no business opportunity unless their systems are simpler. Here is Marketo’s version: DemandCenter lies somewhere in between. I liked that one too.)

Purchases are fun, but…….they don’t move the business needle

Fearless Competitor

Problem is, just spending money does not move the business needle. Too often we confuse business purchases with what is truly required to generate business results, especially quality sales leads for salespeople. Let me share some truisms about the kinds of purchases business executives make: Buying golf clubs does not make you a great golfer. I do too. Where they start?

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

Customer Experience Matrix

more micro-business vendors. 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. I''m also aware of several other vendors, not yet in the VEST, who also compete for this business. VEST Report. Less is more, I suppose. Here’s what struck me. social data.

Buying software is easy. Fixing lead generation is hard.

Fearless Competitor

SaaS marketing products like Marketo , Hubspot , Eloqua and the like are very, very easy to buy. This is not a knock on products from companies such as Marketo, Eloqua, Silverpop, Neolane, and Pardot. Find New Customers helps companies (with between 150 and 5,000 employees who sell complex products to businesses) to implement world-class lead generation programs.

Buy 73

The Simple Guide to Lead Nurturing

Fearless Competitor

B2B Demand Generation | Lead Nurturing. Creating lead nurturing campaigns in software such as Marketo, Eloqua, Silverpop, Aprimo, etc. Find New Customers helps companies (with between 150 and 5,000 employees who sell complex products to businesses) to implement world-class lead generation programs. I created a nice overview of lead nurturing and posted it to Slideshare.

Why I unsubscribed to Hubspot

Fearless Competitor

Marketo remembers me, Eloqua remembers me, heck even Find New Customers remembers its prospects. Downloading content from Marketo, for instance, just takes a couple of clicks. We help companies with between 150 and 5,000 employees who sell complex products to businesses to implement world-class lead generation programs. Adios Hubspot. It interferes with life.

Why Is B2B Marketing Automation Growing So Slowly?

Customer Experience Matrix

The most notable is Eloqua, which as a public company has to report its results. I’ve excluded business under $5 million revenue from this analysis because that’s a very different market. Last year, the top four industry vendors (Eloqua, Marketo, HubSpot, and Infusionsoft) added 49% more employees, compared with just 21% for the rest of the industry. million vs. 39.6

Which B2B Marketing Automation Systems Have Hard-to-Find Features? The Answers May Surprise You

Customer Experience Matrix

Since the chart is organized with small business systems to the left and big business systems to the right, this means the rarer features are most often found in products for big marketing departments. Indeed, nearly half of these items (14 of the 33) can be found in the small business columns (the first five on the left). You must look at the details to find the best match.

Marketing Automation Venture Funding: Profitable or Profligate?

Fearless Competitor

On one end of the spectrum, you’ve got Marketo, ( Jeff – our great white paper, How to Find New Customers , was sponsored by Marketo ) which has raised $58 million to-date and $35 million of that in the last twelve months. 2010 saw the largest flow of dollars into marketing automation vendors, including two sizable rounds by Marketo (5). VCs invested over $3.96 billion.

And Our Forecast of B2B Marketing Automation Revenue for 2013 is.

Customer Experience Matrix

Sector revenues: We aggregate the vendor-provided client counts by industry segment (micro business, small business, mid-size business, and large business), which we multiply by the estimated average selling price in each segment. Of the other major vendors, Marketo and HubSpot have both been quiet recently. I’ll get to the 2013 estimate in a bit.

B2B Lead Generation | Where Are You Today?

Fearless Competitor

A handful of companies are like the motorcycle on the right – Marketo, Eloqua , Kinaxis and Hubspot are a few that come to mind. Find New Customers helps companies (with between 150 and 5,000 employees who sell complex products to businesses) to implement world-class lead generation programs. B2B Lead Generation | Where Are You Today? It’s our gift to you.

Raab Report: B2B Marketing Automation Revenues to Hit $525 Million in 2012

Customer Experience Matrix

We distinguish four segments: micro-business with under $5 million revenue; small business with $5 to $50 million revenue, mid-size business with $50 to $500 million revenue, and large business with over $500 million revenue. It starts with the four largest B2B specialists: Infusionsoft, HubSpot, Marketo, and Eloqua. I come at these figures in two ways.

How to Prioritize Sales Leads Part 1 – Mac McConnell of Bluebird Strategies

Fearless Competitor

Marketing automation like Eloqua, Marketo and Silverpop have empowered companies to drive many more sales opportunities in an automated manner. Mac McConnell, partner and founder of BlueBird Strategies , (I was the host of a roundtable on B2B demand generation featuring Mac recently.) B2B Lead Generation | How to Prioritize Leads | Part 1 of 3. What do you think?

Spring 2016 Product Release Highlights


Now digital marketers can automate their ToFu campaign efforts with Captora’s ability to identify and prioritize demand, launch/optimize campaigns, and view real-time performance insights at scale across channels. Continuous Demand Intelligence. Captora’s content intelligence leverages advanced technologies and data science to deliver demand and content insights.