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Oracle Buys Eloqua: Winners and Losers for B2B Marketing Automation

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Oracle announced today that it has agreed to purchase B2B marketing automation leader Eloqua for $23.50 per share, which comes to $871 million. 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.

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Oracle Buys Market2Lead Intellectual Assets

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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CEO Geoff Rego explained some of the mechanics of the deal to me in a private conversation, but the details were not for publication.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.

Low Cost Systems for Demand Generation

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This is a bit perplexing, since those products are at the opposite ends of the spectrum: Marketo being relatively low cost / limited functionality / easier to learn, and Eloqua being higher cost / richer functionality / takes more training. But what really concerns me is that these people are apparently limiting their consideration to just those two products. I do recognize that they are the best known vendors in the space (with apologies to Vtrenz , whose identity is somewhat blurred since its purchase by Silverpop ). Just kidding.or am I?) Click read my March 18 review.]


Ranking the Demand Generation Vendors by Popularity (Yes, Life Really Is Just Like High School)

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As you might imagine, I’ve been trying to decide how to expand the set of products covered in the Raab Guide to Demand Generation Systems. But I’ve also been approached by some of the other demand generation specialists. My original set of products was based on a general knowledge of which companies are most established, plus some consultation with vendors to learn who they felt were their main competitors. So far the original list of Eloqua , Vtrenz , Marketo , Manticore Technology and Market2Lead has proven a good set of choices. How to choose?

More Blathering About Demand Generation Software

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When I was researching last week’s piece on Market2Lead , one of the points that vendor stressed was their ability to create a full-scale marketing database with information from external sources to analyze campaign results. My understanding of competitive products was that they had similar capabilities, at least hypothetically, so I choose not to list that as a Market2Lead specialty. But I recently spoke with on-demand business intelligence vendor LucidEra , who also said they had found that demand generation systems could not integrate such information.

Marketo's Enterprise Edition and Revenue Cycle Management: Looking Under the Hood

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This is critical in large organizations, where regional and product groups may be responsible for different market segments and where users will have different functional specialties and approval authorities. As I commented in an earlier post on purchase funnel measurement , Marketo’s approach is not conceptually unique. The basic idea is to track leads through stages in a purchase funnel, which is similar to pipeline reporting in many sales automation systems. Market2Lead had something similar but is no longer sold.) available to different user groups. Huzzah.

First Look at New Marketo Release

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release of his flagship product, scheduled for March 3. Although I actually think that quite a few demand generation vendors share the Marketo philosophy, it’s still helpful to hear the distinction made clearly. Products including Silverpop Engage B2B (formerly Vtrenz), Market2Lead and Marketbright also let marketers set up small, sequential campaigns and embed them in selection framework. Tags: usability assessment marketing automation marketo lead management demand generation The changes that Fernandez described seemed good but subtle.

Marketing Automation Vendor Consolidation: Lessons from History

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As I wrote in my June 30 post on consolidation among marketing automation vendors , I expect the number of competitors to shrink fairly quickly as new buyers concentrate their purchases among a handful of leading vendors. Or will they simply be crushed as giants from related industries introduce their own products? The rest of the competitors, including the original market leaders, were nearly all purchased as line extensions by much larger firms. Of course, Oracle has already made its move by purchasing Market2Lead's intellectual assets.

Demandbase: A New Twist In The Lead Management Automation Market

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Home Forrester Research « I was recently briefed by | Main | Going Corporate » August 26, 2008 Demandbase: A New Twist In The Lead Management Automation Market [Posted by Laura Ramos ] In a recent survey of over 2100 IT professionals who buy or recommend telecom and networking solutions, we found buyers turn to peers and colleagues first, followed by vendor, industry trade, or professional Web sites, to inform their purchase decisions. However, many tech buyers visit vendor Web sites many times to learn about and compare products, yet few register or leave evidence of their activity.

B2B Lead Management Market Heats Up

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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. While honored, I also find reviewing these solutions confusing because there is a lot of variation in the product presentations and overlap between categories. This is a great post, which has also generated great comments.