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Predictive Marketing Vendors Look Beyond Lead Scores

Customer Experience Matrix

Maybe I shouldn't be surprised that predictive marketing vendors seem to have anticipated this. The past week brought three more announcements about predictive vendors expanding beyond lead scoring. This isn’t a new service for Radius but it’s one that only some of the other predictive modeling vendors provide. They are, after all, experts at seeing the future.

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

Customer Experience Matrix

Although small businesses generally buy lower-priced systems, they have largely the same requirements as mid-size companies. The leaders quadrant in this sector is quite crowded, with Act-On , Eloqua , Pardot , and Marketo all jostling for position. In fact, the only category where Act-On scores higher than everyone else is pricing. Today I’ll present the third and (mercifully?)

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.

Ranking B2B Marketing Automation Vendors: How I Built My Scores (part 1)

Customer Experience Matrix

Summary: The first of three posts describing my new scoring system for B2B marketing automation vendors. I’ve finally had time to work up the vendor scores based on the 150+ RFP questions I distributed back in September. This is a combination of features, usability, technology, and price. vendor strength , which assesses a vendor’s current and future business position.

Eloqua, TopRank, Demandbase and More – OMS Minneapolis Wrapup


Steve Woods , Eloqua. Online buyers discover information in three ways, which require three different approaches to capitalize on: active search (use SEM), passive search (use content marketing and SEO), and influence (social media). • A common issue for B2B vendors: how do you sell “boring stuff&# online? Research, through social media, has to fill in much of this gap.

ExactTarget Acquires Pardot: Great Exit for Pardot, Questionable Future for ExactTarget

Customer Experience Matrix

ExactTarget announced its acquisition today of mid-tier marketing automation vendor Pardot , for just under $100 million ($95.5 That’s probably a good thing, since it will take time to train the ExactTarget people on the product and to find an effective price structure. Pardot’s pricing (more on that in a minute) probably won’t change much: while ExactTarget could afford to fund competitive price cutting, it’s a public company and wouldn’t want to increase losses still further. Back to pricing. million, to be exact). million 2011 figure. Not a good trend.

My List of Demand Generation Vendors, and Who They Sell To

Customer Experience Matrix

One of the audience members at the B2B Marketing University in Boston asked about demand generation systems for small businesses, and how to distinguish among the vendors in general. My brief answer was that the biggest difference was less functionality than the target markets the different vendors pursue. B2b marketing automation) vendors, with links to my reviews where I've written one. The vendors are divided into four categories based on my understanding of their target customers. The systems have very low starting prices tailored to low volumes.

The 14 Best Marketing Automation Tools


Options range from fairly simple, moderately priced systems targeted at midmarket companies to sophisticated suites for enterprise users. Pricing:  contact vendor. Pricing:  $200 to $2,400 per month, plus option add-ons; the $800 per month “Pro” option is most popular with midmarket companies. Pricing:  free. Pricing:  $1,000 to $3,000 per month.

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New Marketing Automation Report: Venture Funding is Key to Success

Customer Experience Matrix

I released the 2012 edition of our B2B Marketing Automation Vendor Selection Tool (VEST) report today, an event that deserves more hoopla that I’ve given it. The VEST provides by far the most detailed, objective information available on industry vendors. There was some speculation last year that the micro-business vendors were growing the fastest. Myth busted.

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. But Eloqua , Silverpop and Marketo remain industry leaders. 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. revisited that data today, adding a few new vendors and dropping some of the very minor ones. The leaders among demand generation systems are still Eloqua , Silverpop and Marketo.

The X Factor: The Convergence of Customer Experience and Web Experience Management

It's All About Revenue

If they want information, then they can just go to the web and bypass the vendor entirely. They can get it in a multitude of ways where the vendor has no control. The Apple regained the control by wrapping up a product in a much better experience than piracy sites and, by doing so, gained enough control to justify charging a reasonable price per song. The article ran Apr.

Mariana Uses Artificial Intelligence to Build Personas and Find Target Audiences

Customer Experience Matrix

Mariana finds other people who match the personas, using its deep understanding of social data to accurately identify and find contact information on larger numbers of relevant people than other vendors. Mariana told me that while other vendors might find social profiles on less than 30% of the records on a B2B email list, it regularly finds data on 50% to 80%. How many more?

Seven Ways to Humanize B2B Marketing


Thing is, the core message of most B2B products and services revolves around how a vendor’s offering helps its customers (companies and government agencies) do things better-faster-cheaper. So how can a B2B vendor stand out, and potentially create more sustainable competitive advantage? One enterprise software vendor talks about making its IT customers into business heroes.

Raab Report: B2B Marketing Automation Revenues to Hit $525 Million in 2012

Customer Experience Matrix

I’ve just released the latest edition of my B2B Marketing Automation Vendor Selection Tool (VEST), which contains detailed analysis of all 22 B2B marketing automation systems. Vendors in the VEST are asked for estimates of their client counts by company size. Most vendors do provide the sector breakdown, although some are pretty rough estimates. It's a cheery bit of news.

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

Customer Experience Matrix

This is something I’ve already thought and written about quite a bit, but the discussion did advance my understanding of whether any marketing automation vendor gains a business advantage if third party applications can connect to all of them. This means the platform strategy provides less value than many vendors and investors assume, although it may be needed for competitive parity.

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True Influence InsightBASE Simplifies Use of B2B Intent Data

Customer Experience Matrix

B22B lead generation vendor True Influence today announced a new product to help fill these gaps. This contrasts with many intent-based advertising vendors, who serve ads to qualified audiences but don't tell clients exactly whom they’re reaching. InsightBASE has standard integrations with Marketo , Oracle Eloqua , and Pricing for InsightBASE is based on the number of domains monitored, starting at $2,500 per month for 2,500 domains with discounts for higher volumes. Intent-based email lists are obviously contactable but volumes are often quite low.

ZenIQ Account Based Marketing System Maps Buying Centers, Finds Data and Exection Gaps, and Recommends Actions to Fill Them

Customer Experience Matrix

But most vendors serving the ABM space have taken a much narrower approach, either in providing data about accounts, managing campaigns against externally-built account lists, or providing account-level metrics such as coverage, engagement, and funnel velocity. Vendors who offered these things told me that the account-specific planning I imagined wasn’t practical and, in fact, was rarely done even by account teams in sales. I was disappointed but figured it was just another case of expectations outpacing reality. Then I saw ZenIQ. Now things start get interesting.

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

Customer Experience Matrix

I’ve just finished the latest update of our B2B Marketing Automation Vendor Selection Tool (VEST), available on the Web site. The VEST is our evaluation of industry vendors, aimed primarily at companies choosing a marketing automation system. We use two methods: Vendor revenues. Of the other major vendors, Marketo and HubSpot have both been quiet recently.

The Thoreau Guide to Marketing Automation

It's All About Revenue

Before you choose a vendor, check out how deep their education offerings are. So many decisions people make at the beginning result in expensive retrofits because they sacrificed their vision for price. The Thoreau Guide to Marketing Automation is from Eloqua’s It’s All About Revenue, a Blog Covering Business To Business Marketing. Digital Marketing b2b marketing Eloqua marketing automation Marketing Automation Implementation Thoreau toplinersby Peter Armaly | Tweet this I once built a house, a vacation cottage in the woods of Ontario. Read on. Think, Draw, Plan.

Hive9 Marketing Performance Management Includes Customer Journey Optimization

Customer Experience Matrix

As I mentioned in last week's post on the MarTech Conference , there appears to be an emerging class of vendors doing what might be called “journey management” – although I think I’ll rename that “journey orchestration” since (a) orchestration is a trendier term right now and (b) orchestration more accurately reflects the key notion of a system that coordinates other systems.* It’s bright.

Why Is B2B Marketing Automation Growing So Slowly?

Customer Experience Matrix

But still, as I noted last week, the growth rate is slowing – and for some vendors seems to have fallen considerably in the second half of 2012. The most notable is Eloqua, which as a public company has to report its results. Figures for other vendors are not publicly available but I've seen hints that several have slowed as well. million) but just 28% in the second half ($50.7

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

Customer Experience Matrix

B2B marketing data vendor ReachForce today announced its purchase of SetLogik , which provides technology to build cloud-based marketing databases and do predictive modeling against them. Pricing is based on data volume, whether the client wants a one-time append or continuous cleaning, and on the data sources included. See my post from last October for more on SetLogik.) There’s an obvious peanut butter-meets-jelly type of logic to this match. Conversely, having a readily-available data source encourages marketers to build their own database. Everybody wins!

Pardot User Conference Proves They’re a Top Marketing Automation Vendor


To organize a user conference, a vendor needs critical mass. Of the vendors on my list of Marketing Automation vendors, only a handful have enough customers to make this happen. In May I attended Silverpop’s user conference, and the Marketo and Eloqua user conferences are coming up in October. However, if I ask people which vendors they think are most popular, few are mentioning Pardot. They’re not spending as much on marketing as the other vendors. simple and reasonable pricing. And that’s impressive. Pardot’s Secret.

RedPoint Offers Broad, Deep B2C Marketing Automation

Customer Experience Matrix

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. 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. These fill a demand for powerful but moderately-priced options by both marketing services providers and mid-sized companies.

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Marketo Sales Insight Expands Salesforce Access to Marketing Data

Customer Experience Matrix

But I expect the sales automation vendors to take the business for themselves. It’s irresistible to compare Sales Insight with Eloqua Prospect Profiler, launched two weeks ago (see my review ), which also gives sales people access to prospect activities gathered by the marketing system. The products are designed around slightly different scenarios: while Marketo starts with a list to help the sales rep decide who to call, while Eloqua aims to help the rep understand a prospect she has already selected. Eloqua provides interesting graphs of activity trends.

Terminus Offers Targeted Display Ads for B2B

Customer Experience Matrix

Some vendors do this better than others. Integration is currently available for CRM, Marketo , and HubSpot , with plans to add Pardot and Oracle Eloqua shortly. - ad inventory. pricing. Tuesday’s post on the Adobe Marketing Cloud illustrated the complexity of solutions that combine many marketing and advertising components. email-based targeting.

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

Customer Experience Matrix

Today, at least a dozen vendors are offering predictive models for B2B lead scoring, sales intelligence, and customer success management. Many of the original scoring vendors specialized in a single application. This lets the vendor charge more to each client and blocks out potential competitors. Everstring has standard integrations with , Marketo and Oracle Eloqua , which can send data for the initial model building and score new accounts as they are added to those systems. Pricing for Everstring is based on the types of models and volume.

API 44

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

Customer Experience Matrix

Adobe today announced plans to acquire Neolane , the largest remaining independent B2C marketing automation vendor (excluding email-focused providers like Responsys and Silverpop ). Price was $600 million, which is roughly in line with the 8x revenue paid for ExactTarget and Eloqua recently. In the meantime, we’ll see which approach is more popular – and what becomes of the stand-alone marketing automation vendors who are caught in between. The deal is not particularly surprising. Predictable or not, this deal does fill a gaping hole in Adobe’s marketing cloud.

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6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web. Standard integrations are available for , Oracle Eloqua and Marketo. The advantage of Web site activity is it finds companies early in the buying cycle, when they are most open to considering new vendors. Pricing for 6Sense starts around $150,000 to $220,000 and is based on factors including the number of models created. We also clarified that users can extract company-level profiles including attributes (industry, revenue, etc.)

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

Customer Experience Matrix

The CDP industry has been moving along nicely without my attention: new CDPs keep emerging and the existing vendors are growing. There are existing connectors for, Marketo , and Eloqua and it’s fairly easy to connect with others. Pricing for Fliptop is based on data volume and starts at $2,500 per month. So what makes Fliptop different from its competitors?

Teradata Buys Aprimo for $525 Million: More Marketing Automation Consolidation To Come

Customer Experience Matrix

Summary: Teradata's acquisition of Aprimo takes the largest remaining independent marketing automation vendor off the market. Teradata announced today that is acquiring marketing automation vendor Aprimo for a very hefty $525 million – even more than the $480 million that IBM paid for somewhat larger Unica in August. Aprimo is probably the vendor best positioned to benefit because its MRM systems inherently work across an entire marketing department (although I’m sure many Aprimo deployments are more limited). Many would no doubt be delighted to sell at such prices.

eTrigue Puts a New Interface on Mature Marketing Automation Features

Customer Experience Matrix

With mature features and a $1,000 per month starting price, the system is worth a look. Even if these vendors are right that complexity is the key barrier to adoption, there’s no business opportunity unless their systems are simpler. But pricing of DemandCenter is actually lower than most vendors in that segment, starting at $1,000 per month for a 10,000 name database.

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

Customer Experience Matrix

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. Integrations with Oracle Eloqua , HubSpot and Salesforce Pardot are planned by end of this year. Openprise falls roughly into this second category.

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

Customer Experience Matrix

only mention this because I’ve recently been looking at a lot of new (to me) vendors and haven’t been able to write about many of them. This makes it a system for both small business and service vendors: two of my four themes. Distributed marketing also has its own pricing. Its primary clients were then, and still remain, digital marketing agencies. That''s theme number three.

2013 Marketing Automation Trends That Will Boost Your Social Media

WindMill Networking

Digital marketers continued to explore ways to integrate social media with traditional lead generation, and many automation vendors began rolling out software features to encourage that integration. The When I did my blog post on marketing automation vendors with social media features , I was struck by the lack of consistency between the social features offered in each platform.

6 Tips to Increase Your Email Marketing ROI

Content Standard

As director of marketing operations at Skyword, I get dozens of emails every day from vendors offering the latest and greatest tools. Reach out for a sales call only at the right time—when they view your pricing or demo page, when the lead reaches a certain lead score, or when they request more info. Curt Franke – Application Sales Manager, Eloqua (Oracle Marketing Cloud).

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RightNow, Oracle and The Customer

It's All About Revenue

Oracle paid a 20% premium (based on the company’s most recent closing price) – a signal that RightNow was “bought” and not sold, which begs the question, “What is special about the RightNow brand?”. Gianforte famously pioneered the Cloud Challenge program, which guaranteed pricing for five years, eliminated long-term contracts and created more usage flexibility. At last week’s Eloqua Experience conference, our newly anointed “Director of Customer Culture,” Heather Foeh, introduced our Customer Bill of Rights. Me, I have a different angle. The answer: the customer.

Influitive Helps Marketers Build an Army of Advocates

Customer Experience Matrix

Marketing automation vendors have mostly worked on making it easy to post and share messages and to capture social data. Influitive founder Mark Organ was co-founder of marketing automation pioneer Eloqua. Pricing is free up to 20 active advocates, and then starts at $500 per month, growing at roughly $20 per advocate per month. Marketers recognize the potential reach of social media, but are rightly frightened that they can’t control the message. See my December 8 post for details.) Influitive tackles the control issue head on. Influitive is currently in beta.

Pardot Stays Focused on Small and Mid-Size Clients

Customer Experience Matrix

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. Pardot is funny that way: with nearly 700 clients, they’re arguably the third-largest B2B marketing automation vendor and have a broad industry presence, but their formal marketing is relatively quiet. For example, their Web site lists eight press releases during 2011, compared with 46 for Eloqua and 30 for Marketo. Of course, other vendors disagree. Again, good stuff but not revolutionary.

6 Marketing Lessons I Learned from Lean Software Geeks

It's All About Revenue

Then a Japanese competitor started beating them with far lower prices. Create a Simple Price Explanation. Price can make or break a deal. So framing the discussion around price can be one of marketing’s most vital tasks. Maurya’s team knew they needed a simple explanation for price. They anchored their price against the costs of solutions they knew their customers were already using. Marketing Lessons I Learned from Lean Software Geeks is from Eloqua’s It’s All About Revenue, a Blog Covering Business To Business Marketing. Be Honest, and Earnest.