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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

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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. And, no, they’re not my client.)

We Should Be Asking: “Why Didn’t Marketo Raise More?”

It's All About Revenue

When I heard word of Marketo’s $50 million round, my immediate response was, “Good for them; better for the industry,” predictable though it may sound. fully expect this round – which, according to industry observers, brings Marketo’s total raise to $107 million – to brighten the spotlight that’s already shining on  marketing automation and related categories like revenue performance management. When it comes to Marketo’s funding, the question most observers will ask is: Why did they need to raise $50 million just one year after securing $25 million?

Buying Parity: Thoughts on Marketo’s Acquisition of Crowd Factory

It's All About Revenue

Virtually every company in the marketing automation space – from SMB players like HubSpot and Pardot to B2C specialists like Neolane to up-market companies like Eloqua – offers a viable social media component to their demand generation system. For marketers whose social strategy centers on incentivized sharing – like sweepstakes and contests – the eventual Crowd Factory / Marketo offering could make sense. Companies that prefer a more organic model (create great content, facilitate sharing) may prefer Eloqua Social Suite. It also gives marketers options.

Yesterday's News: Marketo Plans IPO, Eloqua Eyes B2C

Customer Experience Matrix

There were two bits of news from Marketing Automation Land yesterday: Marketo announced it has filed a draft registration statement for an initial public offering, and Eloqua CEO Joe Payne was quoted as saying his company plans to expand into business-to-consumer marketing. The Marketo news is long-expected. have little doubt that Marketo can manage a successful IPO.

Marketo Files for IPO: Will High Growth Outweigh High Losses?

Customer Experience Matrix

Marketo made good today on its promise to file for an initial public offering (IPO). The S-1 registration statement gives considerable new information about Marketo’s business. Part is due to heavy spending on sales and marketing – 65% of revenue – but that’s not the whole story: Salesforce.com had also spent 65% on marketing before its IPO (although Eloqua spent just 40%).

Marketo Raises Another $50 Million: Where Does the Money Go?

Customer Experience Matrix

Marketo this morning announced a new $50 million funding round, almost exactly one year to the day after raising $25 million in November 2010. All this new information begs for an update of the analysis of Marketo’s finances that I prepared last year. I won’t go into the same details, but the key figures for 2010 and 2011 are: This is good news, in that Marketo has managed to increase the all-important Revenue per Client figure. Remember that Marketo said it has $70 million cash on hand? marketo funding marketing automation industryThere’s some truth to that.

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. Marketo and Oracle (specifically, Oracle CRM On Demand Marketing ) are considerably further back in the leader quadrant. 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.

Big deals for Marketo and Demandware, but what do they mean?

chiefmartech

Two billion-dollar M&A deals: Marketo was acquired by private equity firm Vista Equity Partners for $1.79 Marketo’s deal isn’t industry consolidation — at least not yet. Let’s start with Marketo. Marketo’s acquisition by Vista is not “consolidation.” Enabling key Marketo employees to start new ventures (unintentionally).

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Thank you, Marketo and Jill

Fearless Competitor

Thanks so much, Marketo and Jill. A new business has to start somewhere. Marketo approved the writing of the remarkable sales lead generation white paper entitled How to Find New Customers. And we have great relationships at companies like Eloqua, Silverpop, Act-on, Genoo and Aprimo. The B2B generation company Find New Customers started when. Thank you, Jon and Jill.

6 Cringeworthy Marketing Technology Failures

Digital B2B Marketing

Here is my best guess: Eloqua populates this content dynamically and they didn’t have enough content, or content that matched to the business rules, to populate the entire template for some individuals. On Facebook and across their site, Marketo believes I am actually Lauren, one of my colleagues. Marketing Technology Adobe eloqua Facebook marketo Neolane VerticalResponse

Survey: Marketing Automation Users Score a “C” in Maturity

The Point

B2B Marketing Lead Management Lead Nurturing Marketing Automation Uncategorized eloqua hubspot marketing automation best practices marketing automation strategy marketing automation success marketo pardot Spear Marketing Group has published an informative report detailing results of a survey designed to gauge the maturity of marketing automation deployments within the B2B community. Respondents were then assigned a grade based on how many of their responses aligned with those best practices. The report is available as a free download from the Spear Website.

Marketing automation is not marketing strategy

Biznology

Marketo, for example, sponsored a compelling study done by Sirius Decisions that explains the importance of a strong process in driving results when using marketing automation software.  B2B Marketing Internet Marketing Slider B-to-B marketing CRM Eloqua marketing automation Marketo Sirius Decisions (Photo credit: Wikipedia). This worries me.  But it’s only a tool. 

Are Machines the Future of Marketing?

Digital B2B Marketing

Marketing automation platforms like Marketo and Eloqua allow marketers to create complex business rules that are automatically executed, similar to the early bid management platforms. In Theory Strategy automation buzzfeed datapop demand media eloqua marketing technology marketo mediamath mediamind rocketfuel turn watsonAre you ready? The Marketing Machines. 1. Yikes!

ExactTarget and Eloqua Stake Their Claim To Centralized Customer Management

Customer Experience Matrix

You probably saw ExactTarget ’s June 13 announcement of its strategic partnership with Marketo and Eloqua ’s June 21 announcement of its new AppCloud marketplace for connectors with other systems. That Eloqua sees itself as the center of a marketing infrastructure isn’t surprising, although it does show how far we've traveled from the once-common view of marketing automation as an auxiliary to the sales automation “system of record”. In fact, the real head scratcher was why ExactTarget would deal with Marketo if it had ambitions to occupy the same central turf.

Measuring the True Impact of Marketing Campaigns: A Conversation with Bonnie Crater

The Point

HS: How are you different from marketing automation vendors like Eloqua or Marketo at addressing this issue? B2B Marketing Campaign Measurement CRM Demand Generation Marketing Automation Marketo bonnie crater eloqua full circle crm marketing measurement marketing metrics marketing ROI marketo salesforce.comIt was the third time they had worked on such a request.

When Marketing Automation Is the Wrong Solution

Digital B2B Marketing

Led by Eloqua (now part of Oracle) and Marketo (with a very successful IPO last week), today marketing automation companies are collectively worth billions. Marketing Technology eloqua marketing automation marketo You wouldn’t jump in your car to go from the living room to the kitchen or pull out the chainsaw to cut a stick of butter. You Don’t Have Scale.

What is Revenue Performance Management? – whiteboard discussion by Jon Miller of Marketo

Fearless Competitor

In this video, Jon Miller, VP of Marketing and co-founder of Marketo discusses in a whiteboard presentation how companies can improve fiscal results using Revenue Performance Management. While Marketo discusses Revenue Performance Management, it is our belief that the term “ Revenue Performance Management &# was actually coined by Eloqua.). “The following video comes from Marketing Automation Software Guide, a free online resource for marketing automation software buyers.&#. Find New Customers is one of few lead generation companies in New York. contact-form].

Marketo prices IPO at $13, at high end of the range

Fearless Competitor

Marketo just raised $79 million dollars – at the top end of the range predicted!  Find New Customers congratulates our many friends at Marketo. Marketo sponsored our very first white paper, How to Find New Customers , and has published several of our guest posts, including this recent one: Igniting Word of Mouth: How WOM Reduced Teenage Smoking in South Carolina. So Find New Customers likes Marketo a lot.). Marketo will have deep pockets to invest for even faster expansion – new employees, offices and even more marketing and feet on the street. And

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Getting Started Guide for Marketing Automation

The Effective Marketer

Grande Guide to Lead Nurturing , by Eloqua. Demand Generation: Marketo’s Secret Sauce , by Marketo. The Definitive Guide to Lead Scoring , by Marketo. Email Marketing Lead generation Marketing Automation eloqua Getting Started Guide marketoWith 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. Now what?

ReachForce Acquires SetLogik and Launches the ReachForce Connected Marketing Data Hub

B2B Lead Blog

Designed to integrate with leading marketing and sales automation platforms, like Marketo, Eloqua and salesforce.com, it supports marketing professionals to more effectively collect, qualify, target, and convert leads throughout the buyer’s lifecycle. B2B Lead Generation #MUS13 eloqua integrations marketo integrations salesforce.com integrationsAbout ReachForce.

Marketo Sales Insight Expands Salesforce Access to Marketing Data

Customer Experience Matrix

Summary: Marketo's new Sales Insight ranks prospects for sales people, based on recent Web and email activities. 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.

Marketing Automation’s Next Frontier: Madison Avenue

Digital B2B Marketing

Marketing Automation’s Baby Steps Last week we saw the first meaningful step in this direction with the announcement of Eloqua’s AdFocus offering, extending marketing automation’s segmentation and messaging to online display programs with Demandbase and Bizo. This week Marketo announced that AdRoll, a provider of retargeting ads, is part of their LaunchPoint ecosystem.

So…What’s the Relevance of the Marketo IPO?

Marketing Action

There’s been lots of chatter in the blogosphere, twittersphere and traditional media about the Marketo IPO filing earlier this week. Not because vendors like Eloqua, Marketo, or Act-On say so, but because it adds value and businesses are ready for it. The post So…What’s the Relevance of the Marketo IPO? But none of these articles really look at the bigger story here.

Marketing Automation, Set It and Forget It

Puzzle Marketer

– Joe Chernov, Eloqua ( in an interview with Venturebeat.com ) 3 Advantages to building a marketing automation system at your company: You can “set it and forget it” Once you do the work up front to create your content and your set of rules, your program will run with little oversight. Content Marketing Email Marketing Lead Generation Mobile Marketing Online Advertising b2b b2c Eloque lead generation lead scoring marketing automation Marketo Oracle SalesForce smsMarketing automation, what is it? Turn your marketing into a 24/7 sales generating machine.

Right Time, Real Time Selling

Fearless Competitor

Editor’s note: Eloqua has been acquired by Oracle and my LinkedIn Profile is at the top right of this blog, which is a blogging best practice and I welcome your visit. This blog is also included in the Marketo Big List of B2B Marketing Blogs , which is the source of the Top B2B Blog logo. Thanks, Marketo! eloqua selling Right Nows.” What do you think?

A Brief History of Marketing

The Effective Marketer

I was made aware of the new infographic “ The Evolution of Marketing Automation ” by Jaclyn from BlueGlass , the company that worked on it for Marketo. Another marketing automation vendor, Eloqua, also published an infographic about the same time as HubSpot titled “ A History of Disruptive Innovations in Marketing ” which focused mostly on the technology advances. Content Marketing Email Marketing Marketing Automation eloqua hubspot infographic marketing history marketoMaybe I am being too picky. What do you think?

The Risky Business of Exclusive Reselling

Acquiring Minds

Last month, Eloqua terminated its reselling relationship with The Pedowitz Group, a marketing automation reseller. Rob Brewster, SVP Business Development at Eloqua explained in a blog post  that The Pedowitz Group’s decision to partner with some of Eloqua’s competitors jeopardized Eloqua’s IP (Intellectual Property) and caused Eloqua to make the change.

The 6 Best Slideshare Decks on Content Marketing

B2B Marketing Insider

In this deck, my friends from Eloqua and JESS3 show you how to get some business done with content marketing and address every stage of the buyer’s journey in your marketing strategy. From Content to Customer by Eloqua & JESS3 from Eloqua. Visual Content Marketing: Capture and Engage Your Audience from Marketo. hope you enjoy and let me know what you think.

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Pedowitz Group Offers Free Support for New Eloqua Clients

Customer Experience Matrix

The Pedowitz Group announced this morning that it was offering $15,000 in free consulting services and guaranteeing a five-day implementation to new clients who purchase Eloqua demand generation software. Click here for the announcement.) (If you’re not familiar with The Pedowitz Group, President and CEO Jeff Pedowitz ran the professional services group at Eloqua for several years before starting the company. Tags: software usability measurement demand generation marketing automation marketo lead management raab guide eloqua silverpop demand generation

Good-Bye Genoo. Hello and nice to meet you, Act-On Software

Fearless Competitor

So we moved. (As much as we love these firms, software from great companies like Marketo and Eloqua are not affordable for us.). Marketing act-on software Find New Customers genoo marketoThe sales lead generation firm Find New Customers is finally changing marketing automation vendors. We are, in effect, changing horses. We used Genoo since FindNewCustomers.com was founded in 2009. Our entire website was built using Genoo landing pages. But no more. No offense to them, as they remain a fine product for small companies, as it gets the job done. Thank you all.

Top Two Areas of Struggle in Marketing Automation Implementation

Marketing to Business Executives Blog

Suppliers reporting were: Aprimo , Eloqua , Marketo , Manticore , and Silverpop.  Buyer behavior Core marketing skills Implementation success Lead management Marketing automation Marketing measurement Marketing technology Aprimo Automation Eloqua Implementing marketing automation Manticore Technology Marketing Marketo Setting objectives SilverpopThe results aren’t there.

Impressive Marketo User Summit

LeadSloth

At this week’s Marketo Summit , I realized we’re right in the middle of B2B Marketing Event Season. MarketingSherpa’s B2B Marketing Summit was last week, Pardot’s user conference was 2 weeks ago, and the Eloqua Experience is coming up next week. In this post I’m giving a short impression of the Marketo Summit. The Marketo User Summit was BIG: 600 customers and partners were attending. Marketo University. The program started with the Marketo University, with a beginner and an advanced track. Global Marketo Roll-Out.

How SnapApp Is Prepping for Marketo’s Marketing Nation Summit 2014

SnapApp

Here’s the best part: all these engagements can have a lead form that integrates with your marketing platform: Marketo, Eloqua , ExactTarget , Pardot, Act-On, and HubSpot-- it all can be done! See It In Action At The Marketo Summit! We’re attending the Marketo Summit from April 7th to 9th in San Francisco and have begun our own marketing campaign using interactive content.

Kwanzoo Builds Content for Cross-Channel Marketing

Customer Experience Matrix

Data captured by Kwanzoo can be directly posted to Eloqua , Marketo , Constant Contact and Salesforce.com. The Eloqua integration is especially elegant, using an Eloqua Cloud Connector (i.e., a parameterized API call) that makes the Kwanzoo pages available within Eloqua’s own content builder and can read Eloqua cookies in real time to help guide the response selection. lead capture dynamic content marketing automation multi-channel marketing eloqua kwanzooBut the company reached out to me recently and provided a clearer explanation. True enough.

Smart B2B Content, Awesome B2B Content and the Grid

Social Media B2B

We have gathered some recent posts that focus on content, including a new infographic from Eloqua and Jess3 that shows content along the funnel, a way to think creating smart content and tips to make your content awesome. from Eloqua Blog. Last June, Eloqua published the first infographic on the then-nascent content marketing industry. from Marketo blog. Blogging Communications Marketing Circle Research Eloqua Hubspot Marc Meyer marketoEvery B2B social media approach needs to start with remarkable content. If it is not shared, it is not discovered.

VEST Report: Competition in B2B Marketing Automation Isn't About Features

Customer Experience Matrix

Otherwise, the top players have remained the same: Infusionsoft , HubSpot , Act-On , Salesforce Pardot , Marketo , Oracle Eloqua , and Adobe. The only major changes captured in the new report are the custom table abilities added by Marketo and Ontraport. - the real action is outside the products. Look here for more information or to make a purchase.

Marketing Automation Catching On Fire

The Effective Marketer

Note: I used publicly available data and wasn’t able to find Eloqua’s Series A, so I deducted based on valuation of their second round. Forrester Report (B2B Lead Management Automation Market Overview, Sept 2009) says: “…we estimate that currently between 2% and 5% of B2B firms have invested in full-featured LMA functionality …&# Eloqua (via CMO Brian Kardon) feel 5-7% market penetration is closer. Interesting to note that the majority of the players only came to existence not even 5 years ago. This nascent industry still has lots of growth to do.

A Tough Road for Marketing Automation

The Effective Marketer

Email Marketing Marketing Automation Marketing Planning Marketing Strategy eloqua linkedin marketing automation times marketoMarketing Automation is a hot topic. News about  multi-million dollar investments  in the space has sparked not only interest from marketers but a multitude of competitors crowding  an already jammed market. Is like driving down the highway only to see the traffic stopping right after you take the next curve. As the traffic is slowly moves, some cars faster than others, many drivers start wondering if they should take the next exit.

Is Salesforce.com a Player in Marketing Automation Software?

Webbiquity

In this case, we suggest seeking out a best-of-breed vendor, such as Marketo , Eloqua , Genius , Manticore Technology , Genoo or the wide variety of other systems. Guest post by Lauren Carlson. Salesforce.com is the cloud computing darling of customer relationship management (CRM) software. However, CRM is a trifecta. It is made up of sales, service and—wait for it—marketing!

Top 10 B2B Companies on Twitter [March 2011]

Social Media B2B

Marketo ( @Marketo ). Other B2B company Twitter accounts that were ranked, but did not make the top 10 were @Accenture , @Eloqua , @Intel , @MarketingSherpa , @Oracle , @Salesforce and @SAP. Social Networks Twitter Cisco CMEGroup ComScore emarketer Forrester gartner Hubspot marketingprofs marketo radian6 top 10 twitterEarlier this year we established a set of criteria to rank B2B company Twitter accounts. Below you will find this month’s version of the rankings. When ranked against the other B2B company Twitter accounts, @MarketingProfs comes out on top.

Spring 2016 Product Release Highlights

Captora

Captora extends its certified platform integrations across marketing automation and CRM tools by providing support for Middle of Funnel (MoFu) and Bottom of Funnel (BoFu) products from companies such as Marketo, Oracle/Eloqua, Act-On, Salesforce/Pardot, and Hubspot. New Product Release Highlights. Continuous Demand Intelligence. Enterprise-grade Functionality & Integration.

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.)

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