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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. Most offer a CRM option (typically priced at $10 to $20 per seat per month) for companies who don't want to pay for Salesforce.com. Tags: demand generation marketing automation software selection demand generation also promised a blog post on the topic. Here it is.

Oracle Buys Market2Lead Intellectual Assets

Customer Experience Matrix

Oracle tersely announced today that it had purchased the intellectual assets of demand generation vendor Market2Lead. This is an excellent fit for Oracle in that Market2Lead is a sophisticated product that is best suited to large, demanding marketing operations. Market2Lead CEO Geoff Rego explained some of the mechanics of the deal to me in a private conversation, but the details were not for publication. The effect is that those customers will have the option to stay with Market2Lead or migrate elsewhere over time.

Oracle Buys Eloqua: Winners and Losers for B2B Marketing Automation

Customer Experience Matrix

Oracle does have an existing B2B marketing automation product, based on the technology it acquired from Market2Lead in 2010. Market2Lead was very good system, but it lacked the huge market presence that Oracle gains from Eloqua. marketing automation platform can't do this because it bumps up against the competing platform of CRM. The stock had been hovering around $17.50

Eloqua 112

Low Cost Systems for Demand Generation

Customer Experience Matrix

But even including that, the first year cost for most of these will be less.) : Manticore Technology : a full-featured demand generation product. See my 2007 blog entry for some information or buy the Raab Guide to Demand Generation Systems for a detailed review. The company has a low profile but has been selling its demand generation product for nearly ten years. More important to people who need it, the company offers partner management and channel sales management products that integrate with its demand generation offering.

How Demand Generation Systems Handle Company Data: Diving into the Details

Customer Experience Matrix

Back in early January I posted a discussion on treatment of Company-Level Data in Demand Generation Systems. At that time, I posed a set of specific questions to the demand generation vendors in the Raab Guide. In theory, this would imply that company data is stored once and applied to all the associated individuals, and that the demand generation system could aggregate data by company, use that data to calculate company-level lead scores, and change which company an individual is linked to. Yesterday the final answer trickled in.

B2B Marketing University: For Now, Marketing Automation and CRM Are Still Separate

Customer Experience Matrix

Summary: Marketing automation and CRM systems may eventually converge, but for now marketers need help explaining why they need a system of their own. People still don’t understand the difference between marketing automation vs. CRM. Someone (I think it was end-of-day panelist Meg Heuer of Sirius Decisions ) also pointed out that CRM data is often very dirty, which isn't a problem for salespeople working with one record at a time, but making it hard to use for marketing. Will Marketing automation and CRM remain separate? Vendors take note. 2.

Marketing Automation Trends for 2010

LeadSloth

Kevin Joyce , CMO, Market2Lead. David Raab , Raab Associates & author, Raab Guide to Demand Generation Systems. The vast majority of leads generated on a website never have a meaningful conversation with a sales rep. An attached CRM system can kick the records back into a marketing automation system’s lead nurturing program and alert the assigned sales rep if the leads become active. Demand Generation? At the programmatic level, closed-loop reporting will provide insight into the which tactics are generating the strongest results.

Sales 19

LucidEra Takes a Shot at On-Demand Analytics

Customer Experience Matrix

Back in March, I wrote a fairly dismissive post about on-demand business intelligence systems. My basic objection was that the hardest part of building a business intelligence system is integrating the source data, and being on-demand doesn’t make that any easier. still think that’s the case, but did revisit the topic recently in a conversation with Ken Rudin, CEO of on-demand business analytics vendor Lucid Era. Although LucidEra has built a platform that supports generic on-demand business intelligence, it doesn’t sell the platform. Problem(s) solved, eh?

Hard Data to Justify Your Marketing Automation Investment

Customer Experience Matrix

Eloqua “ The Business Case for Integrated Demand Generation ” offers data from Forrester, CSO Insights and several Eloqua clients. Second, they also report improvements that respondents specifically said were “a result of integration between marketing technologies and CRM”.) CSO Insights, “Optimizing Lead Generation: What’s the Payback,” 2006 Best in Class Average % higher % reps making quota 66.1% Marketo , in its Webinar Secret Sauce for Demand Generation , generously revealed its own results comparing nurtured vs. non-nurtured leads. Here's a bunch.

LoopFuse Offers Free Marketing Automation System: Another Step Towards Industry Consolidation

Customer Experience Matrix

Other vendors have similar price points for the small business market (see my list of demand generation vendors ) although I suspect their internal costs are higher. For evidence that a free entry-level product does not automatically drive out higher priced systems, consider the hosted CRM market. Genius.com added a new Demand Generation edition that falls between its basic Email Marketing and full-blown Marketing Automation products. In addition to Oracle, CDC Software (owner of Pivotal CRM and MarketFirst) recently invested in Marketbright.

CRM 2

9 Benefits of Lead Nurturing

Hubspot

Automate Nurturing Through the Sales Cycle - Market2Lead found that nurtured leads have a 23% shorter sales cycle. The same Market2Lead study found that nurtured leads have a 9% higher average deal size, showing that there is an opportunity to not only increase the number of sales but the size of sales using lead nurturing. 9. View this on-demand webinar now! Not convinced yet?

Marketing Automation System Trends: What We Found in the Raab Guide

Customer Experience Matrix

Summary: Social media and access for sales people were the two big trends among demand generation vendors last year. Could marketers finally be ready to spend on measurement? I’m pleased to report that the 2010 edition of the Raab Guide to Demand Generation Systems is officially available today, with updated entries on all vendors (alphabetically: Eloqua , Manticore Technology , Market2Lead , Marketbright , Marketo , Neolane and Silverpop Engage B2B ). Market2Lead, Manticore Technology and Silverpop all introduced major interface upgrades. Social media.

Marketing Automation Vendor Consolidation: Lessons from History

Customer Experience Matrix

Although the world has certainly changed since the late 1990’s, I see no reason to expect a different pattern among demand generation vendors. A few might survive as independents serving the most sophisticated clients. Of the remainder, the stronger firms will probably be purchased by companies seeking enter the demand generation space, and the weaker firms will quietly go out of business or be purchased for their client lists. The obvious candidates are CRM vendors. Of course, Oracle has already made its move by purchasing Market2Lead's intellectual assets.

B2B Lead Management Market Heats Up

delicious b2bmarketing

Home Forrester Research « Getting Up Close and Personal | Main | Social Technographics Data Now Available » March 20, 2008 B2B Lead Management Market Heats Up [Posted by Laura Ramos ] Since the start of this year, I’ve been receiving a boatload of briefing requests from companies wanting to show me their lead generation and management solutions. There are four primary buckets of technology solutions aimed at solving the “how do I make lead generation activities more effective?” Same goes for CRM.) This is a great post, which has also generated great comments.

Demandbase: A New Twist In The Lead Management Automation Market

delicious b2bmarketing

B2B marketers looking for ways to turn their Web sites into demand generation tools have some new solutions to consider. As part of a broader lead generation, on-demand platform, Demandbase offers a free, downloadable Web application built on Adobe AIR (one of 3 investors in an $8M round they also announced.) Demand Stream™ includes a Web widget that shows sales and marketing the names of companies visiting the Web site in near real-time. Ok, that’s enough for now. I’m sure this post will generate its fair share of comments, outrage, and controversy.