Customer Experience Matrix

JUNE 2, 2009

Summary: marketing vendors offer several types of social media applications. But none truly automates social media management, which is what's ultimately needed. Treehouse Interactive just introduced a “talk it up” feature that embeds “share this” buttons in Treehouse-generated Web pages and emails.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Marketing Management 120

Customer Experience Matrix

FEBRUARY 13, 2014

The Interwebs have delivered an unusually rich trove of data about the marketing automation industry in the past few weeks. Taken together, these provide a clearer picture than usual of the state of marketing automation. Here’s how I see things. They are vastly more likely than average to have a system in place.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

OCTOBER 15, 2013

As I mentioned in last week''s post , I’m writing a paper on stages of marketing automation deployment. The premise of the paper and Webinar is marketing automation has a problem: clients who don’t move beyond basic email functions are unhappy. The paper itself will be available to Webinar attendees.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation BtoB 120

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”. Oracle followed suit this morning with an acquisition of social media monitoring and semantic analysis vendor Collective Intellect.

Resource Management 120

Resource Management Salesforce.com Marketing Automation Services Marketing Management 120

Customer Experience Matrix

DECEMBER 20, 2012

Oracle announced today that it has agreed to purchase B2B marketing automation leader Eloqua for $23.50 The deal makes obvious sense, in that it gives Oracle a much stronger position in the fast-growing B2B marketing automation industry*. The impact on customer service is likely to be even more negative.

Eloqua 120

Eloqua Marketing Automation Services Enterprise Management Marketing Automation 120

Customer Experience Matrix

JANUARY 7, 2010

Summary: the demand generation market will continue to grow in 2010, and it may attract some new, big competitors from outside the industry. But the real excitement will be features that expand the scope of demand generation products to support inbound marketing, better measurement, and more efficient content creation.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Work Management 120

Customer Experience Matrix

SEPTEMBER 1, 2009

Summary: Net-Results is simpler to use than comparable demand generation systems because it applies the same features to many tasks. When Net-Results ’ showed me their marketing automation system, the demonstration ended so quickly that I wondered what was missing.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Small Business Marketing Marketing Automation Services 120

Customer Experience Matrix

JANUARY 8, 2009

I had an interesting email conversation last month with a Raab Guide buyer about the nuances of company-level data management in demand generation systems. He started from the perfectly reasonable premise that the demand generation system should give an overview of activity for all leads associated with a given company.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Demand Work Management 120

Customer Experience Matrix

JULY 10, 2013

sales enablement: systems to share marketing information with sales ( Genius , SalesFusion , LeadFormix , RightOn Interactive , Optify) distributed marketing: systems shared between central marketing organizations and local branches, dealers, distributors, sales agents, etc. That''s theme number three.

Demand Generation Agencies 120

Demand Generation Agencies Marketing Automation Services Paid Search Agency Small Business Marketing 120

Webbiquity

FEBRUARY 14, 2010

Marketing automation / demand generation software provider Manticore today announced the release of Manticore Technology VII, which includes a fully customizable user interface, email and landing page folders, an email delivery wizard, and drag-and-drop list building functionality.

Manticore 100

Manticore Marketing Automation Services Lead Generation Marketing Automation 100

Customer Experience Matrix

MARCH 8, 2011

Summary: HubSpot announced a $32 million investment yesterday by Sequoia Partners, Google and Salesforce.com. This could be a real game-changer in the small business marketing automation landscape. It’s not yet clear which vendors will dominate the industry or what form the successful systems will take.

Salesforce.com 120

Salesforce.com Enterprise Management Hubspot Marketing Automation Services 120

Customer Experience Matrix

NOVEMBER 5, 2009

Summary: Marketing automation and CRM systems may eventually converge, but for now marketers need help explaining why they need a system of their own. I hugely enjoyed yesterday’s Boston session of the Silverpop -sponsored B2B Marketing University. Vendors take note. See Who’s Afraid of the Big, Bad Wolf?

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

JUNE 30, 2010

Summary: LoopFuse has launched a free entry-level version of its marketing automation system. It's one example of how vendors are now competing to attract new users. LoopFuse today promised to “transform” the marketing automation industry by offering a free version of its system. LoopFuse knows that, of course.

Loopfuse 120

Loopfuse Marketing Automation Services Enterprise Management Marketing Management 120

Customer Experience Matrix

FEBRUARY 9, 2012

New-ish marketing automation vendor NurtureHQ showed me its product recently. Clean interface, easy to use, all the standard marketing automation features. Definitely take a look if you’re in that market for that sort of product. But is it so much easier than the other products I just listed?

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

FEBRUARY 4, 2009

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 ). But there are plenty of other options, particularly for marketers with limited budgets. (To It shouldn't be hard to figure out which one suits you better. Maybe next week.

Demand Generation 120

Demand Generation Cost Marketing Management Demand 120

Customer Experience Matrix

AUGUST 21, 2009

Summary: Aprimo Marketing Studio includes traffic generation features missing from nearly all existing marketing automation products. This broader scope should become standard as marketers try to truly integrate their programs. The demand generation vendors have been much more dynamic.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Marketing Management Paid Search Agency 120

The Point

JULY 15, 2010

Salesforce.com is a dominant player in the CRM category and an integral part of many companies’ lead management, database marketing, and demand generation programs. DT: Well, the biggest misconception about Salesforce is that it’s something Sales reps like and Marketing folks don’t.

Salesforce.com 100

Salesforce.com Marketing Automation Services Budget Programs Work Management 100

LeadSloth

MARCH 22, 2009

I’m working on an interesting project right now: moving away from a marketing automation system. The plan is to go back to using only Salesforce.com with some cheap add-on tools for email, form submission and data quality. The company in question has used a comprehensive marketing automation system for about 2 years.

Marketing Automation Services 100

Marketing Automation Services LEADSExplorer netFactor Leadlander 100

Customer Experience Matrix

AUGUST 16, 2011

I’ve long believed that B2B marketing automation is just a passing phase: that, ultimately, B2B marketing automation systems will be absorbed into CRM systems instead of operating independently. But there are also a few vendors who have bet in favor of merged systems, so it wouldn’t be fair to ignore their view entirely.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Automation 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. In particular, LeadFormix infers visitors' “intent” (i.e.,

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

MAY 5, 2016

But Engagio's latest product, Engagio PlayMaker, actually does occupy a space in between marketing, sales development, field sales and customer success by connecting them without replacing existing marketing automation, CRM, or customer success systems. Target account lists can be built within Engagio or imported.

Account Based Marketing 120

Account Based Marketing Marketing Automation Services Service Paid Search Agency 120

Customer Experience Matrix

MARCH 25, 2009

Rather, salespeople must focus on what only they can do – provide nuanced, personal service – and delegate other tasks to resources that can handle them more cheaply and often more quickly. In many cases, those resources will be automated systems that are run by marketing. But that is inherently complex.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Demand Salesforce.com 120

Customer Experience Matrix

MAY 4, 2010

Summary: Two low-cost demand generation systems, Genoo and Act-On Software, have added unusually advanced social marketing features. A few weeks back, I wrote about social marketing features from consumer marketing automation vendors. I got details from two of them last week.

Act-On 120

Act-On Marketing Management Marketing Automation Services Features 120

Customer Experience Matrix

DECEMBER 3, 2008

My little tour of demand generation vendors landed at Pardot just before Thanksgiving. As you’ll recall from my post on Web activity statistics , Pardot is one of the higher-ranked vendors not already in the Raab Guide to Demand Generation Systems. So I was quite curious to see what they had to offer.

Demand Generation 120

Demand Generation Enterprise Management Small Business Marketing Pricing 120

Customer Experience Matrix

MARCH 18, 2009

I originally spoke with Treehouse Interactive in late January, but didn’t write about them because weren’t quite ready to talk about their Salesforce.com integration. Since that’s critical to many demand generation users, I didn’t want to give a false impression by leaving it out. So now the story can be told.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Demand Enterprise Management 120

LeadSloth

MARCH 8, 2010

I write about Marketing Automation, so why am I at a sales conference? I’m here because I believe Sales & Marketing should be on the same team. Marketing Automation can help both Marketing and Sales, but it requires intense collaboration: that’s what Sales 2.0 Today I’m at the Sales 2.0

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Salesforce.com Automation 100

Customer Experience Matrix

APRIL 5, 2009

This leads to more variety as vendors experiment with different approaches to a now-defined problem. Demand generation systems are in that second stage. This means new products reflect the lessons each vendor has drawn from the industry’s history to date. But if Giese is right, they will be.

Demand Generation 120

Demand Generation Digital Asset Management Demand Marketing Management 120

Customer Experience Matrix

OCTOBER 19, 2010

Summary: Alsa Marketing is a late entry to small business marketing automation. It’s harder every day for a new company to enter the business-to-business marketing automation industry. The vendor argues that this removes a critical roadblock for many marketers, who have trouble building such workflows on their own.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120

The Effective Marketer

JUNE 1, 2012

With all the (deserved) hype surrounding marketing automation, is no wonder that many companies, startups especially, are adding the technology as a key component to their marketing activities. But let’s say you got approval and have purchased the marketing automation software of your dreams.

Marketing Automation Services 100

Marketing Automation Services Lead Ranking Marketing Automation Work Management 100

Customer Experience Matrix

JANUARY 5, 2010

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? Even though this is limited to the vendors in the Guide, it's a pretty representative sample of the industry as a whole. Social media.

Marketing Automation Services 120

Marketing Automation Services Manticore Market2Lead Marketing Automation 120

Customer Experience Matrix

FEBRUARY 14, 2011

Now that I’m more or less finished launching the B2B Marketing Automation Vendor Selection Tool (VEST) , I can start catching up on the other topics. ClickDimensions does pretty much the standard marketing automation activities: email, landing pages, Web visitor tracking, drip marketing campaigns, and lead scoring.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation CRM Work Management 120

LeadSloth

NOVEMBER 16, 2009

Last week I presented a session at Silverpop’s B2B Marketing University in Atlanta. In addition to Marketing Automation, there were two big topics: Social Media and CRM. Many attendees were confused by CRM vendors claiming to offer full marketing functionality. For CRM, I focused on Salesforce.com.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation CRM Salesforce.com 100

LeadSloth

MAY 16, 2009

This week I’m finishing up my day job as Sr Marketing Manager at Backbase, and will be available full-time for Marketing Automation Consulting. If you have Marketing Automation challenges, I’d love to hear from you ( or toll-free 1-888-4A-SLOTH). See you then!

Marketing Automation Services 100

Marketing Automation Services Consulting Market2Lead Marketing Automation 100

Customer Experience Matrix

AUGUST 12, 2010

But I think its strategy of offering an intermediate product between email marketing and full marketing automation may actually be more useful in attracting new customers. LoopFuse also provides automated Salesforce.com integration, but doesn’t have Genius’s Web tracking technology.

Work Management 120

Work Management Marketing Automation Services Marketing Management Loopfuse 120

Customer Experience Matrix

JULY 17, 2009

Summary: Right On Interactive's 5Buckets connects lists from external customer management systems with many types of output vendors (email, print, fax, text message, automated voice). 5Buckets isn’t actually a demand generation system, at least according to my usual definition. Now is a good time to remedy that.

Multi-Channel 120

Multi-Channel Marketing Automation Services Demand Generation Agencies Advertising Channels 120

Customer Experience Matrix

AUGUST 23, 2012

The non-specialist vendors such as IBM Unica and SAS, are not included in these figures but also have significant revenue in this segment. As before, vendors closer to the top have the most appropriate features for this segment, and those further to the right have the most similar customer base and company resources.

Eloqua 120

Eloqua Marketing Automation Services Lead Ranking Enterprise Management 120

Customer Experience Matrix

SEPTEMBER 13, 2012

When I first wrote about ClickDimensions in a February, 2011 post , the concept was intriguing – a marketing automation add-on to Microsoft Dynamics CRM – but the product itself had been available for less than six months and claimed barely 50 clients. This is comparable to standard marketing automation products.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120