Customer Experience Matrix

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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 Salesforce.com Pardot. b2b marketing automtion industry overview demand generation lead management software marketing automation 2014 industry forecast marketing software Here’s how I see things.

Oracle Buys Eloqua: Winners and Losers for B2B Marketing Automation

Customer Experience Matrix

Oracle may also be gaining a more sophisticated “cloud native” platform, since other Oracle products grew largely from on-premise roots.** So that’s all fine, but what industry observers really want to know is how Salesforce.com will react. Okay, now we can talk about Salesforce.com. demand generation systems salesforce.com marketo eloqua marketing automation industry oracle

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Marketing Automation's Unhappy Users: Trouble in Paradise?

Customer Experience Matrix

The great hope is that acquisitions by Oracle , Salesforce.com , Adobe , and other big software vendors finally push the industry across this classic Geoffrey Moore chasm from the beachhead niche to mainstream users, but that’s by no means certain to happen. As I mentioned in last week''s post , I’m writing a paper on stages of marketing automation deployment.

6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

Standard integrations are available for Salesforce.com , Oracle Eloqua and Marketo. 6sense b2b demand generation b2b lead scoring predictive marketing predictive modeling sales prospecting web scanning web scraping I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web. Since then, I’ve had a more detailed briefing, which clarified that their scope extends well beyond prospect lists to predictive models applied across all stages of the purchase cycle. 6Sense uses this to build company and individual-level predictive models.

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

Customer Experience Matrix

This group had about 1,400 clients in mid-2012, generating an estimated $85 million in revenue. Marketo and Oracle (specifically, Oracle CRM On Demand Marketing ) are considerably further back in the leader quadrant. demand generation systems marketing software product reviews b2b marketing automation vendor rankings Raab VEST report large company marketing automation

eTrigue Puts a New Interface on Mature Marketing Automation Features

Customer Experience Matrix

This works directly from a Salesforce.com database, using the Salesforce.com email engine but applying eTrigue email authoring, campaign structures, Web tracking, and lead scores. eTrigue small business software demand generation b2b marketing automationWith mature features and a $1,000 per month starting price, the system is worth a look. The answer is a definite…maybe.

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

Customer Experience Matrix

Landing pages can be attached to an auto-responder email, while standard fields on forms are automatically mapped to Salesforce.com. CRM integration is currently limited to sending data to Salesforce.com. marketing services marketing automation small business marketing demand generation industry trends sales enablement marketing automation trends distributed marketing

Lots of Vendors Can Help You Find Leads on the Web

Customer Experience Matrix

LeadSpace scans for data on demand, rather than maintaining its own master database. Radius finds small business prospects that resemble current customers and deploys them to Salesforce.com, along with key profile information and lead scores. demand generation lead management lead prospecting prospect databases sales intelligence sales prospecting web scanning web scraping

Can CRM Add-Ons Replace Marketing Automation?

Customer Experience Matrix

Of course, the jackpot here is Salesforce.com. crm systems integrated systems demand generation b2b marketing automationI’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. It’s a view I discuss sparingly in public, since so many of my friends in the marketing automation industry have a vested interest to the contrary. At least two vendors have tried to hit it: Predictive Response and BizConnector , whose product is Lead Follow-Up.

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Salesforce.com and Oracle Buy Social Marketing Systems: Not the End of Marketing As We Know It

Customer Experience Matrix

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”. Just for symmetry, it’s worth pointing out that Salesforce.com acquired its own social monitoring system, Radian6 , in March 2011. Salesforce.com is another story. But Salesforce.com could close those gaps by gradually extending its existing products. This might actually be easier than acquiring a separate marketing automation system and shoe horning it into other Salesforce.com components.

MakesBridge Offers Powerful Features to Small Business Marketers

Customer Experience Matrix

HubSpot also has many micro-business clients but is not focused on them exclusively and – probably as a result – has a slightly different feature set: more Web traffic generation and no built-in contact management or shopping cart. Canterris , NurtureHQ , and mKubed all provide email, Web visitor tracking, nurture campaigns, lead scoring, and CRM integration ((Salesforce.com for Canterris and NurtureHQ; its own CRM for mKubed) for under $500 per month. See my List of Demand Generation Vendors for other options. MakesBridge is another contender.

Constant Contact Adds Social CRM: Should Marketing Automation Vendors Be Worried?

Customer Experience Matrix

Other entry points: accounting software like Intuit Quickbooks, email clients like Microsoft Outlook, personal productivity suites like Microsoft Office, Web hosting companies like GoDaddy , and of course CRM like Salesforce.com.) As a point of reference, Constant Contact says it is used by more than 400,000 organizations, compared with maybe 10,000 for all marketing automation systems combined. small business software demand generation b2b marketing automationAnd Constant Contact is just one of many small business email providers.

Do Small Businesses Need Marketing Automation?

Customer Experience Matrix

This helps business owners who need to generate revenue as efficiently as possible. In addition, most small firms have pretty basic needs, so even the “light” editions of full-featured products like Salesforce.com can be overkill. Rather, the most successful small business systems tend to do one thing: think accounting ( Intuit Quickbooks), Web hosting ( Godaddy ), email services ( Constant Contact ) or CRM ( Salesforce.com ). Tags: revenue generation demand generation marketing automation integrated systems small business software

Influitive Helps Marketers Build an Army of Advocates

Customer Experience Matrix

managing awards, and API-level integration to pull profile data ( LinkedIn ), record completed challenges ( Quora , Twitter , Facebook , LinkedIn) and announce completed challenges ( Salesforce.com Chatter). He describes Influitive in a larger context of “social nurturing” by peers of a company’s prospects and “convergence of demand generation with customer marketing” since customers now provide the bulk of public information about a company. Marketers recognize the potential reach of social media, but are rightly frightened that they can’t control the message.

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CallidusCloud Buys LeadFormix Marketing Automation for $9 Million Cash

Customer Experience Matrix

Callidus isn’t a sales automation system like Salesforce.com , but it does provide a range of other systems that help sales departments. These include: Salesforce Assessments (salesperson hiring /assessment) 03/28/11 Litmos (learning management) 06/10/2011 iCentera (on-demand portal software for sales enablement) 07/06/2011 Rapid Intake (collaborative rapid e-learning authoring) 09/08/2011 Webcom Inc. marketing automation lead scoring intent measurement sales enablement leadformix lead management software callidus demand generation

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LeadForce1 Adds Mind Reading to Marketing Automation

Customer Experience Matrix

The company’s product touches the standard marketing automation bases: outbound email, landing pages and forms, lead nurturing, scoring and integration with Salesforce.com. Tags: behavior identification web analytics demand generation marketing automation lead management Summary: LeadForce1 infers Web visitors' intent and sales stage from the contents they read. It combines this with standard B2B marketing automation features to provide better-qualified leads to sales people. This intrigues me in its own way although it's not as much fun as looking at cool new technologies.

Pardot Stays Focused on Small and Mid-Size Clients

Customer Experience Matrix

Pardot also has connectors for SugarCRM , NetSuite , and Microsoft CRM as well as Salesforce.com – not unique, but a broader range than most. marketing automation pardot demand generationI caught up last week with Pardot co-founder and Chief Operating Office Adam Blitzer. It had been over a year since I’d had a serious briefing from Pardot, although we do keep in touch and I have current information on them in my VEST report on industry vendors. For example, their Web site lists eight press releases during 2011, compared with 46 for Eloqua and 30 for Marketo.

Silverpop's Latest Release Targets Sophisticated Marketing Automation Buyers

Customer Experience Matrix

Engage still relies on Salesforce.com to produce revenue reports. But it now feeds Salesforce all campaigns that touched the lead and flags both the original source and the campaign that generated contact information. Salesforce.com integration. They can have the system create Salesforce.com tasks when a new lead is created, use Salesforce.com opportunity stages within campaign rules, and add leads to a Salesforce.com campaign at any step in a marketing automation program. silverpop engage b2b demand generation b2b marketing automation

ClickDimensions Grows Quickly by Offering B2B Marketing Automation as a Microsoft Dynamics CRM Add-On

Customer Experience Matrix

CoreMotives (purchased last March by Silverpop ) has a similar architecture within the Microsoft Dynamics world and Predictive Response (which I haven’t looked at in detail) is a similar add-on to Salesforce.com. demand generation software marketing systems microsoft dynamics crm app marketplace clickdimensions b2b marketing automationSounds like the idea has legs. The product has matured as well. The most important addition is a flow builder that supports branching campaigns. It can also check for whether a contact has opened an email or clicked on a link.

Doughnuts and Pizza Slices: Analyzing Consolidation and Competition Among Software Vendors

Customer Experience Matrix

Thus, a marketing automation system like Unica or Aprimo includes advertising management; CRM systems like Salesforce.com provide marketing automation; and ERM suites like SAP and Oracle include CRM. Tags: industry consolidation demand generation marketing automation analytical systems On Wednesday, IBM announced formal completion of its acquisition of Unica. Coincidence?

Demand Generation Vendor Traffic Rankings

Customer Experience Matrix

Summary: Based on Web traffic rankings, new demand generation vendors with low prices are gaining market presence. Last November, after much consideration of alternatives , I settled on Alexa three-month Web traffic rankings as a reasonable way to measure the relative market presence of demand generation vendors. The leaders among demand generation systems are still Eloqua , Silverpop and Marketo. Judging from the press releases on their Web site, this may be due to a new release last October that added Salesforce.com integration. Ready yet?)

LoopFuse Offers No-Frills Demand Generation

Customer Experience Matrix

Summary: LoopFuse offers attractive but limited demand generation functions at an easy-to-swallow price. It’s been nearly a year since I took my first close look at the LoopFuse OneView demand generation system. LoopFuse provides a graphic email designer that can generate both text and HTML versions. Unlike most demand generation vendors, LoopFuse does not host landing pages or Web forms for its clients. Another wizard helps users to generate HTML forms from scratch. Tags: demand generation marketing automation loopfuse

Marqui Combines Content Management and Demand Generation

Customer Experience Matrix

Summary: Marqui started as a Web content management system and then added basic demand generation. Marqui is one of the oldest demand generation vendors, founded in 2000. It added demand generation features later in response to client requests. The entry of CMS vendors into the demand generation market is a bit of a mini-trend right now: others following the same path include Sitecore and Lyris-owned Hot Banana. Whether demand generation is the right refuge is another question. This poses a serious sales challenge.

Company-Level Data in Demand Generation Systems

Customer Experience Matrix

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. The first is how the demand generation system treats company-level data. Some of the demand generation systems do indeed have a separate company table: it is one of the marks of a sophisticated design. So far so good.

Should Demand Generation and Sales Automation Be Separate Systems?

Customer Experience Matrix

Today, this is accomplished by synchronizing data between demand generation and sales automation systems. In fact, the division between demand generation and sales automation today is probably more a reflection of organizational divisions than technical imperatives. So are independent demand generation systems doomed to be assimilated into larger CRM products? But regardless of what Salesforce.com does in the short term, it's worth asking whether independent demand generation systems really have a long-term future.

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.

Marketo Sales Insight Expands Salesforce Access to Marketing Data

Customer Experience Matrix

It lets Marketo sell seats to sales departments, which could be more lucrative than selling its core demand generation system. Marketo today officially launched “Sales Insight”, an application that makes prospect activity history directly available to sales people from within Salesforce.com. I had a personal demonstration last week (are you impressed?), but there’s an online demo that seems to cover pretty much the whole product. Marketo is a Force.com application that works only with Salesforce.com, while Eloqua works with several CRM products.

Marketo Aims to Simplify Demand Generation

Customer Experience Matrix

As I wrote last week , demand generation vendors have a hard time differentiating their systems from each other. Functionally, it covers all the demand generation bases: outbound email, landing pages, Web site monitoring, lead scoring, multi-step nurturing programs, prospect database, analytics, Salesforce.com integration. Like every other demand generation vendor, Marketo has wrestled with how a branching, multi-step lead nurturing campaign can be made easy enough for non-specialist users. Marketo has a one-word elevator speech: simplicity.

2010 Will Bring New Features to Demand Generation Systems

Customer Experience Matrix

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. 2009 was a year of tremendous growth for demand generation systems (a.k.a. The task for the marketing automation vendors is making it easier to integrate such data and, in cases such as ad-embedded surveys, to generate it.

Market2Lead Offers Enterprise-Strength Demand Generation System

Customer Experience Matrix

Market2Lead offers the usual list of demand generation functions: outbound email, Web forms and landing pages, automated lead nurturing, integration with sales, and campaign return on investment analysis. But while many demand generation vendors simplify these features so marketers can run them for themselves, Market2Lead offers no such compromises. Although the interface is not particularly pretty, the effort to set up a simple campaign is probably about the same as in other demand generation systems. But it’s just fine.

True Influence Opens a Window into Future Demand Generation

Customer Experience Matrix

As the industry matures, second-generation products are designed to improve on the original products, either by adding new capabilities or by delivering the same capabilities faster, easier or cheaper. Demand generation systems are in that second stage. CEO and co-founder Brian Giese had extensive experience in business sales and marketing and with existing demand generation systems when he began developing True Influence two years ago. These are not yet standard features on most demand generation products. True Influence illustrates this nicely.

Net-Results Simplifies Demand Generation for Small Business

Customer Experience Matrix

Summary: Net-Results is simpler to use than comparable demand generation systems because it applies the same features to many tasks. But on reflection I realized that Net-Results offers a full set of demand generation functions. Let’s run through the standard demand generation process to see how this works in practice. Prospects enter Net-Results from external Web forms (more about that later), file imports, manual data entry, or Salesforce.com synchronization. This is another standard feature for demand generation systems.

Demand Generation Vendors Offer Few Social Media Applications

Customer Experience Matrix

Treehouse Interactive just introduced a “talk it up” feature that embeds “share this” buttons in Treehouse-generated Web pages and emails. InsideView is already integrated with major CRM vendors and with the Marketbright demand generation system. Ones I know about include Pardot , LoopFuse , TrueInfluence , Salesforce.com and ACT! by Sage This is a crude sort of integration – the data is simply presented in a window on the screen, not actually loaded into the demand generation or sales automation database. Social media is this month’s Trend of the Year.

OfficeAutoPilot: Simple, Powerful, Low Cost Demand Generation for Small Business

Customer Experience Matrix

My personal definition of demand generations systems (see Introduction to Demand Generation Systems from the Raab Guide site) explicitly states that they do not incorporate sales automation. See Should Demand Generation and Sales Automation Be Separate Systems? The latest version actually offers integration with Salesforce.com as well, making the system more suitable for larger organizations. Business marketers who can’t afford to pay more or want a low-risk way to get started with demand generation will find OfficeAutoPilot an intriguing option.