Customer Experience Matrix

NOVEMBER 21, 2021

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Buy 120

Buy Ad Building 120

Customer Experience Matrix

MARCH 17, 2014

b2b marketing automation buying marketing automation systems demand generation systems marketing automation evaluation criteria marketing automation failures marketing automation system selection' If you’ve recently purchased a marketing automation system, please take the survey yourself and encourage others to do the same.

Marketing Automation 120

Marketing Automation Buy Automation Demand Generation 120

Customer Experience Matrix

FEBRUARY 21, 2013

This reflects both greater market interest and, perhaps even more important, expansion of the product to connect directly with ad buying platforms. The company has grown rapidly in recent years. This makes it easier to convert the system’s findings into profitable marketing results.

Buy 120

Buy Allocation Media Ad Exchange 120

Customer Experience Matrix

MAY 25, 2016

The answer came yesterday with the announcement that Demandbase is buying Web data collector Spiderbook. This can be refined into several types of data including enhanced business and individual profiles, buying intent, topics of interest, and personal relationships with a company’s own staff.

Account Based Marketing 0

Account Based Marketing DemandBase Eloqua Buy 0

Customer Experience Matrix

APRIL 18, 2012

Crowd Factory is a certified cool product, which is probably reason enough for Marketo to buy them. The deal might be seen bet-hedging by Silverpop, although I suspect it’s more a way to penetrate smaller accounts too small to buy a separate, sophisticated marketing automation or email product.

Act-On 120

Act-On Marketing Automation Services Marketo Buy 120

Customer Experience Matrix

JUNE 13, 2016

Contacts in each account are assigned to one or more “buying centers” and then classified by their role and importance within each center. This classification relies on machine learning to map titles and interests to standard buying roles such as influencer and decision-maker. Marketers will also design the actions themselves.

Account Based Marketing 120

Account Based Marketing Marketing Automation Services Work Management Buy 120

Customer Experience Matrix

JULY 25, 2014

The more interesting question is who, if anyone, will buy the business from Bizo. Many LinkedIn customers would have considered this unacceptable use of their profiles, regardless of whether LinkedIn’s privacy policy actually allows it (which my quick reading suggests it does).

Marketing Management 120

Marketing Management Linkedin Buy Privacy Policies 120

Customer Experience Matrix

NOVEMBER 2, 2010

I’d say the ATG purchase lessens the odds of Oracle buying a marketing automation vendor. The logic is this: buying ATG suggests that Oracle, like IBM (which put Unica in its WebSphere organization), is focusing on online marketing rather than marketing automation in general. So much for the obvious.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Marketing Management Marketing Automation 120

Customer Experience Matrix

APRIL 3, 2013

Reachforce’s core business is assembling data on marketing prospects, which it then sells for as many uses as possible: appending to Web leads, enhancing existing databases, and buying as lists.

Reachforce 120

Reachforce Buy Marketing Management B2B Marketing 120

Customer Experience Matrix

MARCH 26, 2014

The InterWebs were buzzing this morning with an Atlanta Business Chronicle article reporting that IBM is negotiating to buy Silverpop. My only reaction was, What the heck took so long?

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Automation Marketing Management 120

Customer Experience Matrix

DECEMBER 20, 2012

Salesforce might well decide to buy them itself just as a defensive measure. The expectation has always been that Marketo would remain independent, eventually as a public company. But what if they get bought by potentially serious competitor like SAP or IBM , either before or after a public offering? But who doesn’t like a good soap opera?

Eloqua 120

Eloqua Marketing Automation Services Enterprise Management Marketing Automation 120

Customer Experience Matrix

JUNE 5, 2013

Since Salesforce said yesterday that other companies also wanted to buy ExactTarget, it seemed possible that SAP had lost the deal and purchased hybris as a second choice. Fresh on the heels of yesterday''s blockbuster ExactTarget / Salesforce.com deal , SAP today announced acquisition of e-commerce vendor hybris software.

Work Management 120

Work Management Marketing Management Marketing Automation Services Salesforce.com 120

Customer Experience Matrix

MAY 21, 2012

There’s little reason for an outsider to buy in such an unpleasant neighborhood.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Advertising Agencies Marketing Automation 120

Customer Experience Matrix

MAY 26, 2023

More fundamentally, there’s no reason to expect people to use all the features of the products they buy. That’s what pushes companies to buy new systems to fill in the gaps. This is certainly a problem: thanks to the miracle of SaaS, it’s often easier to buy a new system than the fully research the features of systems already in place.

Enterprise Management 156

Enterprise Management Buy Work Management Marketing Management 156

Customer Experience Matrix

JUNE 5, 2012

Salesforce.com yesterday announced agreement to buy social media publishing vendor Buddy Media for $689 million, thereby adding another big fluffy piece to its “marketing cloud”. The acquisitions are more problematic for marketing automation vendors, who now need to build, buy, or connect with social marketing systems to remain competitive.

Resource Management 120

Resource Management Salesforce.com Marketing Automation Services Marketing Management 120

Customer Experience Matrix

JUNE 13, 2016

Microsoft surprised pretty much everyone today by announcing a $26.2 billion acquisition of LinkedIn. This is fascinating since Microsoft intersects with LinkedIn in several areas: Dynamics CRM software, Office productivity software, and Bing online advertising.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Linkedin 120

Customer Experience Matrix

AUGUST 13, 2010

Given that there are so few B2C marketing automation vendors left, the Web content management players are almost forced to consider buying a B2B marketing automation system. I discussed this a bit in my post on Adobe’s acquisition of Day Software and in the industry consolidation post.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Acquisitions Marketing Management 120

Customer Experience Matrix

AUGUST 27, 2015

Predictive analytics vendor Fliptop today announced its acquisition by B2B social network LinkedIn. It's an interesting piece of news but I'm personally disappointed at the timing because I have been planning all week to write a post about the relationship between predictive analytics and account-based marketing (ABM).

Account Based Marketing 120

Account Based Marketing Work Management Analytics Linkedin 120

Customer Experience Matrix

MAY 13, 2012

Three weeks ago, Intuit shook up the low end of the marketing automation universe by purchasing small business marketing shooting star Demandforce. Last week the action shifted to the high end, where FICO announced its purchase of Entiera , one of the few remaining enterprise class products.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Buy 120

Customer Experience Matrix

OCTOBER 17, 2012

Microsoft today announced the acquisition of marketing management system vendor MarketingPilot , which will become part of its Dynamics CRM group. Financial terms were not disclosed. MarketingPilot is best described as integrated marketing management for mid-tier companies.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

JANUARY 4, 2012

The list of independent marketing automation systems shrank by one yesterday when Leadformix was purchased by sales enablement vendor CallidusCloud for $9 million. The price is surprisingly low for an established marketing automation vendor.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

SEPTEMBER 15, 2009

And if since nearly everyone has or needs a CRM and CMS system, it will actually be easier for companies to use the expanded features in their existing systems than to buy a separate marketing automation product. Improved CRM or CMS offerings might actually meet marketers needs. If anybody has a good counter argument, I'd be happy to hear it.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

JUNE 27, 2013

Adobe today announced plans to acquire Neolane , the largest remaining independent B2C marketing automation vendor (excluding email-focused providers like Responsys and Silverpop ). Price was $600 million, which is roughly in line with the 8x revenue paid for ExactTarget and Eloqua recently.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Automation Marketing Management 120

Customer Experience Matrix

JUNE 1, 2009

Summary: The Internet has given more power to buyers and changed the buying process. The deer that ran into my car on May 21 provided still more posthumous marketing insights when the insurance company declared my car a total loss and I had to buy a new one on short notice. 5/28 11:22 a.m. auto response – Doc Subaru 11:33 a.m.

Process 120

Process Buy Pricing Price 120

Customer Experience Matrix

APRIL 26, 2007

Speaking of integrated systems, consider yesterday’s announcement that email marketing provider Responsys has purchased Loyalty Matrix , which offers on-demand marketng analytics.

Loyalty 120

Loyalty Buy Work Management Multi-Channel 120

Customer Experience Matrix

DECEMBER 26, 2007

The problem for the software vendors is that once a company builds its own system, it’s unlikely to buy an outside product: if the internal system works, there’s no need to replace it, and if it doesn’t work, well, then, the idea has been tested and failed, hasn’t it?

Work Management 120

Work Management Marketing Management Marketing Automation Services Buy 120

Customer Experience Matrix

APRIL 4, 2007

In February, the news was Web analytics vendor Omniture buying behavioral targeting vendor TouchClarity. It doesn’t take a crystal ball to foresee continuing consolidation among online marketing systems vendors. Today , email specialist Acxiom Digital announced it is purchasing Web targeting specialist Kefta.

Buy 120

Buy Marketing Management Personalization Multi-Channel 120

Customer Experience Matrix

JANUARY 27, 2021

It also recalls other recent CDP acquisitions including Acquia buying AgilOne, Chapsvision buying NP6, SAP buying Emarsys, and Wunderkind buying SmarterHQ. But Twilio isn’t looking to build a marketing suite; their core business is call centers and (after buying SendGrid) email messaging.

Marketing Automation Services 270

Marketing Automation Services Enterprise Management Marketing Management Lead Ranking 270

Customer Experience Matrix

DECEMBER 6, 2011

I wrote yesterday about our new workbook for marketing automation cost estimates. Today I’ll describe the other one: evaluating vendor services. Both are available free at the Raab Guide Web site. The problem with services is simple: you won’t use them until you’ve already bought the product.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

MAY 2, 2012

Intuit last week announced an agreement to acquire local business marketing vendor Demandforce for $423.5 That’s a hefty sum for a company with a reported revenue of $37.5 million, although it has been growing at a blistering pace – more than doubling last year – and now has over 35,000 customers.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Small Business Marketing Vendors 120

Customer Experience Matrix

DECEMBER 22, 2010

Summary: Teradata's acquisition of Aprimo takes the largest remaining independent marketing automation vendor off the market. The market will probably split between enterprise-wide suites and more limited marketing automation systems.

Resource Management 120

Resource Management Marketing Automation Services Enterprise Management Work Management 120

Customer Experience Matrix

OCTOBER 11, 2020

Friday afternoon brought an unconfirmed Forbes report that communications platform Twilio is buying CDP Segment for $3.2 So buying a CDP they can deploy immediately gains them time and a mature product. It comes two years after Twilio’s $3 billion purchase of email platform SendGrid. Even the big clouds struggled, of course).

Segmentation 276

Segmentation Marketing Management Buy Acquisitions 276

Customer Experience Matrix

OCTOBER 27, 2019

I believe the reason for these deals is that the buyers want to offer services that depend on unified customer data, but find it’s easier and cheaper to buy the necessary technology than to develop it internally. They simply realized that buying was the better option. The implications of this are substantial.

Enterprise Management 257

Enterprise Management Work Management Marketing Management Paid Search Agency 257

Customer Experience Matrix

APRIL 20, 2007

It’s hard to find a short label for Experian , whose business is to gather data about people and companies and then use it for credit reports and marketing. The company’s Marketing Solutions group offers database building, targeting and message delivery for direct mail and electronic channels, as well as syndicated consumer research.

Buy 120

Buy Aggregators Internet Marketing Traffic 120

Customer Experience Matrix

JUNE 18, 2017

The owners of those universes control the information their occupants receive, and, through that, control what they buy, who they meet, and ultimately what they think. Both offer buying services that compete with Amazon. But each of the major players is entering the turf of the others. Could a pipe owner grow its own network?

Amazon 212

Amazon Paid Content Buy Marketing AI 212

Customer Experience Matrix

JULY 25, 2020

Call me a c**k-eyed optimist, but marketers may actually be getting better at buying software. This is partly because they are a way of getting concrete answers about the value of a system: when someone asks, “What’s the use case for system X”, they’re really asking, “How will I benefit from buying it?”

Work Management 194

Work Management Marketing Management Sample Vendors 194

Customer Experience Matrix

APRIL 15, 2024

This poses an obvious threat to customer cloud vendors like Salesforce, in good part because it expands the ability of IT and data teams to build their own solutions rather than buying them. Viewed in this light, Informatica helps Salesforce to compete by strengthening its ties with IT and data teams.

Enterprise Management 136

Enterprise Management Work Management Marketing Management Marketing AI 136