Customer Experience Matrix

Trending Sources

Oracle Buys Eloqua: Winners and Losers for B2B Marketing Automation

Customer Experience Matrix

Oracle announced today that it has agreed to purchase B2B marketing automation leader Eloqua for $23.50 per share, which comes to $871 million. This was a bit of a surprise, given that Eloqua just went public in August. It suggests that neither Oracle nor Eloqua management felt the company was substantially undervalued. The stock had been hovering around $17.50

Eloqua 112

Mariana Uses Artificial Intelligence to Build Personas and Find Target Audiences

Customer Experience Matrix

Mariana has prebuilt integrations with Twitter, Facebook, Salesforce.com CRM, Pardot, Eloqua, and Marketo. Can computers understand an individual human’s personality (and then, presumably, use that understanding to better target marketing messages)? So the real challenge isn’t having the computer analyze your data; it’s having enough data for the computer to analyze. Pretty cool, I must say.

Predictive Marketing Vendors Look Beyond Lead Scores

Customer Experience Matrix

The initial deployment is limited to Oracle Eloqua , which had the best APIs for the purpose, although Mintigo plans to add other marketing automation partners in the future. It’s clear that 2015 has been the breakout year for predictive analytics in marketing, with at least $242 million in new funding, compared with $366 million in all prior years combined. Mintigo ’s news came today.

Raab Report: Act-On, Eloqua, Pardot, and Marketo Vie to Lead in Mid-Size B2B Marketing Automation Segment

Customer Experience Matrix

The leaders quadrant in this sector is quite crowded, with Act-On , Eloqua , Pardot , and Marketo all jostling for position. In case you haven’t caught on to my color coding, blue type indicates that Eloqua and Neolane are leaders in the large company segment, while red type shows the others have their strongest position in this sector. Today I’ll present the third and (mercifully?)

Hive9 Marketing Performance Management Includes Customer Journey Optimization

Customer Experience Matrix

Integration with Oracle Eloqua and Salesforce.com lets a new tactic automatically create a corresponding campaign in either system. Standard integrations are available for Salesforce.com, Oracle Eloqua, Marketo , Google Analytics , Adobe Marketing Analytics , and other systems. What the heck does that last sentence mean? Listen closely: It’s new. It’s bright. It’s shiny. Bright.

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

Customer Experience Matrix

The chart shows Neolane and Aprimo (owned by Teradata) as the clear leaders, with Eloqua also very strong. Tuesday’s post looked at the micro-business sector leaders according to our VEST report and gave a bit of background on how the ratings are created. Today let's take a look at the same diagram for large businesses, which we define as companies with $500 million revenue or more.

Acquisitions Reshape the Marketing Automation Industry: Growth at the Bottom, Room in the Middle, Fog at the Top

Customer Experience Matrix

We can no longer see the growth rates for mid-market heavy weights Pardot and Eloqua , but I’d be surprised if they beat Marketo. suspect Pardot, Eloqua and Marketo will increasingly focus on selling to enterprises, and in Marketo’s case on expanding footprint within existing clients. See www.raabguide.com/vest for details. doubt we’ll see new numbers from them in the future.

True Influence InsightBASE Simplifies Use of B2B Intent Data

Customer Experience Matrix

InsightBASE has standard integrations with Marketo , Oracle Eloqua , and Salesforce.com. Intent data is one of hottest topics in marketing today – see, for example, Oracle’s recent purchase of AddThis. But while the promise of intent data is irresistible – “reach prospects with demonstrated interest in your product!” – the reality is less appealing. Even setting aside issues of accuracy and coverage , there are problems with both advertising and email, the two primary applications for intent data. Intent-based email lists are obviously contactable but volumes are often quite low.

Lytics Adds Marketing Recommendations to a Customer Data Platform

Customer Experience Matrix

Execution systems on the list include Salesforce.com, Marketo, Eloqua, Act-On, Facebook, Twitter, Youtube, Demandware, Optimizely, Adobe Target, and most major email providers. It’s just over one year since I first spoke with Lytics *, which at that time was (accurately) calling itself a Customer Data Platform but had not yet released a beta version of its product.

Brightfunnel Gives B2B Marketers Self-Service Revenue Attribution

Customer Experience Matrix

The system also has connectors to bring in data from Oracle Eloqua and Marketo , marketing automation, which will often include marketing programs and leads that never made it into Salesforce. Marketing without revenue attribution is like playing golf without keeping score: it might be fun but you can’t tell whether you’re doing a good job. But this doesn’t always happen for many reasons.

Bislr: A "Marketing Operating System" That Includes Marketing Automation As An App

Customer Experience Matrix

The current marketing automation leaders – Oracle Eloqua , Marketo , Salesforce Pardot , Silverpop , Act-On, etc. There was a really interesting discussion this week over on Scott Brinker’s ChiefMartec blog about the evolution of marketing automation systems into “platforms” that each support a swarm of satellite applications connected through open APIs. think the answer is: probably not.

Terminus Offers Targeted Display Ads for B2B

Customer Experience Matrix

Integration is currently available for Salesforce.com CRM, Marketo , and HubSpot , with plans to add Salesforce.com Pardot and Oracle Eloqua shortly. - ad inventory. Tuesday’s post on the Adobe Marketing Cloud illustrated the complexity of solutions that combine many marketing and advertising components. Nor does it address the challenges that users face in making sense of it all. pricing.

VEST Report: Latest Trends in Marketing Automation, and Where's My Hoverboard?

Customer Experience Matrix

This one isn’t so common yet, although Oracle Eloqua , Marketo , HubSpot and some others have announced some ad retargeting partnerships. I just finished the latest release of the B2B Marketing Automation Vendor Selection Tool , a.k.a. VEST Report. Less is more, I suppose. Of course, none of this is your concern, Dear Reader. Here’s what struck me. more micro-business vendors. social data.

Why Is B2B Marketing Automation Growing So Slowly?

Customer Experience Matrix

The most notable is Eloqua, which as a public company has to report its results. Last year, the top four industry vendors (Eloqua, Marketo, HubSpot, and Infusionsoft) added 49% more employees, compared with just 21% for the rest of the industry. Let me start by saying that the 50% revenue increase I’m projecting for B2B marketing automation in 2013 is a very healthy one. million).

6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

Standard integrations are available for Salesforce.com , Oracle Eloqua and Marketo. 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. We also clarified that users can extract company-level profiles including attributes (industry, revenue, etc.) and key activities (Web site visits, topics researched) and scores at both company and individual levels.

Fliptop: A Customer Data Platform for Predictive Lead Scoring, Pure and Simple

Customer Experience Matrix

There are existing connectors for Salesforce.com, Marketo , and Eloqua and it’s fairly easy to connect with others. It’s been a while since I wrote about Customer Data Platforms , but only because I’ve been distracted by other topics. The CDP industry has been moving along nicely without my attention: new CDPs keep emerging and the existing vendors are growing.

Oracle Buys BlueKai and Puts Marketing Databases In the Spotlight

Customer Experience Matrix

If you look at Oracle’s diagram of their newly expanded Marketing Cloud, you’ll see BlueKai sitting beneath Responsys and Eloqua, providing a “universal customer profile” that allows them to act as “marketing orchestration” systems which, in turn, support programs across all channels – social, search, email, display, mobile, web, commerce, direct sales, and channel sales.

Buy 74

Top Five Metrics for Revenue Generation Marketers

Customer Experience Matrix

With both of these on my mind, I also paid new attention to Eloqua ’s list of five key revenue performance indicators (listed in the ‘Take a tour’ graphic on this page ). Even the two non-matching items are related: my fifth item is cost and Eloqua's is return, which is a combination of cost and revenue. Eloqua’s list breaks those same factors down by stages.

New Marketing Automation Report: Venture Funding is Key to Success

Customer Experience Matrix

We classify industry vendors into four groups: - micro business vendors (Infusionsoft and OfficeAutoPilot) - HubSpot (a category of its own because it’s not quite standard marketing automation and is big enough to treat separately) - enterprise vendors (Neolane, Aprimo, Silverpop, and Oracle) - core B2B marketing automation (everybody else: Eloqua, Marketo, Pardot, Genius, Act-On, et, al.)

RedPoint Offers Broad, Deep B2C Marketing Automation

Customer Experience Matrix

Oracle ’s recent agreement to purchase Eloqua reinflamed that wound, since much of the commentary ignored Oracle’s extensive existing suite of consumer marketing systems. On days when I have nothing else to be cranky about, I sometimes fuss at how business-to-business software vendors hijacked the term “marketing automation” despite its long and relatively honorable history describing systems for consumer marketing. This perspective has always been part of consumer marketing, where the classic description of Customer Relationship Management (CRM) was “marketing, sales and service”.

B2C 66

ReachForce Buys SetLogik: One-Stop-Shopping for B2B Marketing Data Plus Database

Customer Experience Matrix

The name is frightfully generic, but the key points are: cloud-based system, making it easy to deploy comprehensive customer view including data from marketing automation, CRM, transaction systems, and ReachForce’s own sources continuously updated and cleansed connectors available for Salesforce.com, Eloqua, and Marketo In other words, the ReachForce solution supplements rather than replaces your marketing automation or CRM database. See my post from last October for more on SetLogik.) There’s an obvious peanut butter-meets-jelly type of logic to this match. Everybody wins!

Marketing Automation Skills are Scarce: Strategies to Close the Gap

Customer Experience Matrix

Among B2B vendors, Eloqua is the poster child for this approach. The marketing automation industry continues to grow quickly, with many vendors announcing their client bases have more than doubled in 2011. But there’s also a growing realization that many marketing automation systems are used for only simple tasks – often no more than email, landing pages, and CRM integration. ease of use.

Raab Report: Financial Comparison of B2B Marketing Automation Vendors

Customer Experience Matrix

I’ve been so busy analyzing the new VEST data that I missed the announcement that Eloqua’s would make its initial stock offering today. For companies like Eloqua and its competitors, there are really two big financial questions: how fast can they grow, and how can they become profitable? Still, this suggests that Marketo might be able to fetch a higher price than Eloqua.

Everstring Offers Fast, Flexible, Account-based Predictive Models for B2B Sales and Marketing

Customer Experience Matrix

Everstring has standard integrations with Salesforce.com , Marketo and Oracle Eloqua , which can send data for the initial model building and score new accounts as they are added to those systems. Remember how much simpler life was back in 2010? Among our quaint notions, we thought that B2B companies couldn’t build predictive models because they didn’t have enough data about their customers and prospects. The Internet has changed that, providing oceans of relevant detail from company Web sites, social media, job boards, and other sources. Sounds pretty simple, eh?

API 39

Adobe Buys B2C Marketing Automation Leader Neolane: One Gap Filled, But Where's CRM?

Customer Experience Matrix

Price was $600 million, which is roughly in line with the 8x revenue paid for ExactTarget and Eloqua recently. Adobe today announced plans to acquire Neolane , the largest remaining independent B2C marketing automation vendor (excluding email-focused providers like Responsys and Silverpop ). Neolane announced $58 million revenue in 2012 and has been growing around 40% per year, which would yield about $80 million 2013 revenue.) The deal is not particularly surprising. Adobe was on everyone’s list of potential buyers, and Neolane was ripe for acquisition or an initial public offering.

CRM 53

Openprise Gives Marketers Easy(ish) Tool to Manage Their Data

Customer Experience Matrix

Integrations with Oracle Eloqua , HubSpot and Salesforce Pardot are planned by end of this year. When I first described Customer Data Platforms two and half years ago, all the vendors offered an application such as predictive analytics or campaign management in addition to the "pure" CDP function of building the customer database. Openprise falls roughly into this second category.

And Our Forecast of B2B Marketing Automation Revenue for 2013 is.

Customer Experience Matrix

Information dribbling in over the past few months has shown a downward trend: Eloqua reported its income for the 2013 would be up 34%, compared with 39% growth the year before; figures released when ExactTarget bought Pardot suggested Pardot’s 2012 revenue would grow no more than 50%, compared with more than 100% in 2011; Neolane just yesterday reported 40% growth in 2012 vs. 47% the year before.

Microsoft Buys Marketing Automation Vendor MarketingPilot: Start of Something Big?

Customer Experience Matrix

This foundation technology matters because it’s pretty clear that the future of marketing systems is to have a shared platform – think Salesforce.com AppExchange, or the similar marts created by Eloqua , Marketo , HubSpot , and indeed Microsoft Dynamics itself – supporting a variety of plug-and-play applications. Financial terms were not disclosed. But the real significance may be greater.

Which B2B Marketing Automation Systems Have Hard-to-Find Features? The Answers May Surprise You

Customer Experience Matrix

The other pattern clearly visible is the two heavily-populated columns in the center, representing mid-market leaders Eloqua and Marketo. The high number of green cells (seven for Marketo and nine for Eloqua) shows that both products are feature-rich. It’s interesting that the second group are the items shared by Marketo and Eloqua. The only real odd-ball here is online chat.

Bizo and DemandBase Lead B2B Marketing Automation to Web Advertising and Beyond

Customer Experience Matrix

I had a fascinating chat earlier this week with a client who described his vision for using DemandBase to tailor messages to Web site visitors from target accounts, using Bizo to further tailor messages to individuals by title, using all this data to synch inbound and outbound campaigns in Eloqua , and eventually driving everything with predictive model scores from a tool like Lattice Engines. Other partners will be added over time. I’ll assume the Eloqua integration is most interesting to readers of this blog. Basically, it lets Bizo read audience segments created by Eloqua.

3 Ways to Use Lead Scoring Within Your Marketing Automation Programs

Customer Experience Matrix

This makes it easier to focus on advancing leads from one stage to the next while retaining the rigor of a statistically based approach. * For example, Marketo’s Definitive Guide to Lead Scoring defines lead scoring as “a shared sales and marketing methodology for ranking leads in order to determine their sales-readiness.” ** Eloqua’s Grande Guide to Lead Scoring puts it nicely: lead scoring “helps marketing and sales professionals identify where each prospect is in the buying process.”. I wrote last week about the difficulty of linking marketing leads to sales results.

eTrigue Puts a New Interface on Mature Marketing Automation Features

Customer Experience Matrix

Here’s a state-of-the-art version from Eloqua: This has the advantage of displaying the exact flow of leads, including branches that split apart and come together. Summary: eTrigue's new product is aimed at small-to-mid size businesses who want an easier alternative to leading marketing automation systems. Bear in mind that’s a two-part proposition. The answer is a definite…maybe.

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

Customer Experience Matrix

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. By contrast, the fourth trend seems to be driven by recognition that small business presents a huge opportunity.

Mintigo InterestBase Harvests Web and Social Data for Marketing and Sales

Customer Experience Matrix

Connectors are currently available for Marketo and Salesforce.com , with an Eloqua connector due soon. Every marketer recognizes that the Web and social media could be rich sources of information about customers and prospects. But harvesting that data has been frustratingly difficult. More advanced technology does exist. An average client starts around $3,000 per month.