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Why Marketing Automation Is A Must Have (For Every B2B VP of Sales.

B2Bbloggers

Manticore Technology released an eGuide, The Quintessential Marketing Automation Guide , that features a tremendous amount of insight and how-to advice from some of today’s most respected marketing and sales thought leaders, including Ardath Albee , Craig Rosenberg , and  Jill Konrath. Topics include content marketing, B2B social media, demand generation, marketing automation, and more.

Manticore VII Marketing Automation and Lead Generation Released

Webbiquity

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. Although the improved UI is the big change, the new version also adds integration with SalesForce.com for AdWords campaigns and improved lead generation capabilities. Privately held and self-funded, Manticore has grown at a 50+% clip since 2005. Share this on del.icio.us. Digg this!

Manticore Technology Sees Expertise as Key to Success as a Demand Generation Vendor

Customer Experience Matrix

Summary: Manticore Technology released some modest enhancements to its demand generation platform today. Manticore Technology today released the latest version of its marketing automation system. Each of these makes Manticore a bit more useful but none breaks new ground for the industry. So rather than review them in depth (you can read Manticore’s press release for details), I’ll look at Manticore’s broader business approach as outlined by Marketing Vice President Christopher Doran. Manticore doesn’t see it this way. First some background.

Manticore Offers A Lower Cost Alternative For Online Lead Generation

Customer Experience Matrix

Somehow I received a copy of “ Increasing Revenue Through Automated Demand Generation ” (registration required), the kind of title that sends chills up my spine. The paper, from Manticore Technology , recommends five best practices for business marketing: (1) define a unified marketing and sales pipeline; (2) deploy an integrated marketing and sales platform; (3) measure pipeline activity; (4) automate lead nurturing; and (5) focus on the top of the funnel. Manticore itself is pretty interesting. But, still, this is perfectly reasonable stuff.

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! Digg this!

Savvy Toolkit - The Lead Nurturing Cookbook

Savvy B2B Marketing

Manticore Technology has put together a Lead Nurturing Cookbook that belongs in the toolkit of every Savvy marketer. Talk about Inspirational Ideas and Practical Strategies - this is a menu for success serving up the following dishes: Delectable Demand Generation with Seasonal Fresh Leads. Inbound Lead Qualification with Sweet Sales Optimization.

Can Find New Customers help my business?

Fearless Competitor

B2B Lead Generation | Can Find New Customers help my business? Here are a few questions to ask yourself to learn if you need help with B2B lead generation : Are your salespeople struggling to uncover qualified sales opportunities ? Editor’s Note: Forrester Research found 3 out of 4 companies that invested in lead management software (Eloqua, Marketo, Silverpop, Manticore, etc.)

Ranking the Demand Generation Vendors by Popularity (Yes, Life Really Is Just Like High School)

Customer Experience Matrix

As you might imagine, I’ve been trying to decide how to expand the set of products covered in the Raab Guide to Demand Generation Systems. But I’ve also been approached by some of the other demand generation specialists. So far the original list of Eloqua , Vtrenz , Marketo , Manticore Technology and Market2Lead has proven a good set of choices. This doesn’t particularly surprise me, although seeing Alterian, Aprimo and Neolane rank well below Manticore Technology and Market2Lead is odd. But my real concern was the Other Demand Generation group. How to choose?

The Pond Just Got More Crowded: Google, Salesforce.com and Sequoia Invest in HubSpot

Customer Experience Matrix

Despite this background, yesterday’s announcement positioned the firm’s competitors as the mid-to-large company B2B marketing automation vendors, listing Eloqua , Marketo , Genius , Manticore , and Neolane by name. hubspot demand generation marketing automation inbound marketingThis could be a real game-changer in the small business marketing automation landscape.

B2B Marketing Automation Growth Slowed In First Half of 2011

Customer Experience Matrix

Here’s the actual data: As of: Client Count Year-Earlier Client Count Change in Client Count Growth Rate June 2011 17,215 11,098 6,117 55% December 2011 14,177 7,212 6,965 97% These figures come from eight vendors including all the industry heavyweights: Infusionsoft , OfficeAutoPilot , HubSpot , Pardot , Marketo , Eloqua , Manticore Technology , and Genius. The remaining five vendors in my data (Pardot, Marketo, Eloqua, Manticore Technology, and Genius) have 69% of their clients in the small and mid-size segments. You know that red-hot B2B marketing automation industry?

Finding Untapped Revenue in Your Marketing Database

LeadSloth

In Manticore’s Quintessential Marketing Automation GuideBook I’ve written a chapter on how to find untapped revenue in your marketing database. Sue Hay & Cari Baldwin : Supercharge Your Demand Generation with Marketing Automation. Tags: lead management marketing automation manticore technology But how do you create a solid lead nurturing plan? Download it here.

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

Customer Experience Matrix

The heaviest weight goes to lead generation and nurturing campaigns – a combined 40% across all buyer types. vendor rankings demand generation marketing automation software selectionThe result will be one of those industry landscape charts that analysts seem pretty much obliged to produce. This happens no matter how loudly analysts warn buyers not to make that mistake.

Book Review: eMarketing Strategies for the Complex Sale

Webbiquity

Marketing automation systems—from vendors like Eloqua , Marketo , Genoo , Manticore and others—are great tools for moving prospective buyers along the path from interest to desire to action. The brilliant Ardath Albee provides the missing piece, a reliable recipe marketing automation, demand generation and content marketing success in her new book, eMarketing Strategies for the Complex Sale.

Demand Generation Usability Scores - Part 3

Customer Experience Matrix

This post will complete the demand generation vendor usability scores by looking at items that contribute to usability for complex marketing programs. Explicitly direct leads from one campaign to another Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B 1 1 1 1 0.5 1 1 Linear campaigns embedded in larger campaign flows. Linear campaigns embedded in larger campaign flows Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B 0 0 1 1 0 0 1 Integrated a/b testing. Multiple scores per lead. 3.5 6 5.5

MarketingSherpa B2B Marketing Summit Boston

LeadSloth

Having seen many of the presentations in San Francisco, I found it useful to classify them in three main categories: Lead Generation. Manticore Technology (booth 2). Having seen many of the presentations in San Francisco, I found it useful to classify them in three main categories: Lead Generation. Manticore Technology (booth 2). Monday and Tuesday I’m attending the Boston MarketingSherpa B2B Marketing Summit. About two weeks ago I attended the San Francisco event, which had a similar program and exhibitors. This ensures that you get lots of real-life advice.

Demand Generation Usability Scores - Part 2

Customer Experience Matrix

Build a campaign as a list of stages Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B 0 0 1 1 1 0 1 Build linear campaigns outside of a larger campaign structure. Build linear campaigns outside of a larger campaign structure Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B 0 0 1 1 1 0 0 Define campaign schedules only at the campaign level, not for individual steps. Every system scored here meets this requirement in one way or another, but some other demand generation products do not.

Another Estimate of B2B Marketing Automation Revenue

Customer Experience Matrix

b2b marketing automation revenues industry size demand generationSummary: Here's a closer look at revenue per employee and marketing automation revenue in general. I get the same answers as before but now have more detail to back it up. Indeed, the figure for the three slowest-growing companies (Unica, Aprimo and Alterian) comes to $194,000. That’s pretty darn close to my $200,000 standard.

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. As the entries in the first column indicate, I've reviewed nearly all these vendors in either this blog or the Raab Guide to Demand Generation Systems. How about it guys?

Demand Generation Usability Scores - Part 1

Customer Experience Matrix

To start back at the beginning, the objective has been to find a practical, objective way to evaluate the usability of different demand generation systems. Obviously these aren't very specific scenarios, but I think the ability to efficiently deliver many different treatments to different customers is ultimately what separates simple from complex in a demand generation context. For example, every demand generation system provides an editor to create emails. (note: this is a slightly revised version of the original post, reflecting vendor feedback.) Okay then.

Demand Generation Usability Scores - Part 4

Customer Experience Matrix

I spent a good part of yesterday talking with demand generation vendors about the usability scores I've been publishing all week. Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B complex 11 8.5 12 9.5 Although the focus of these last three posts has been on usability scoring, you may remember that the goal described in the blog post that started all this was to develop a summary comparison of demand generation vendors that marketers could match against their needs. Here, then, is the final usability matrix. Here's the problem.

Lead Nurturing Cookbook

Client Bridge

Manticore is providing a free download of The Lead Nurturing Cookbook on its Funnel Focus blog. Recipes: Demand Generation. The eBook provides seven "recipes" for creating effective lead nurturing programs. Inbound Lead Qualification. Extended Lead Nurturing. Sales-Driven Lead Nurturing. Tradeshow Lead Follow-up. Customer Education. Revival Lead Nurturing.

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. Just kidding.or am I?)

Pardot Offers Refined Demand Generation at a Small Business Price

Customer Experience Matrix

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. This pricing is low even among SMB demand generation systems. By comparison, limited versions cost $1,500 per month for Marketo and $1,000 for Manticore Technology , and both charge $2,400 per month for their cheapest complete offering. So I was quite curious to see what they had to offer. What I found was intriguing.

SMB 2

Demand Generation Systems Shift Focus to Tracking Behavior

Customer Experience Matrix

Over the past few months, I’ve had conversations with “demand generation” software vendors including Eloqua , Vtrenz and Manticore , and been on the receiving end of a drip marketing stream from yet another (Moonray Marketing, lately renamed OfficeAutoPilot ). Like the demand generation systems, SAS and Speed-Trap can record anonymous visits and later connect them to personal profiles once the user is identified. Tags: web analytics marketing automation behavior detection behavioral targeting demand generation But I suppose it’s not a real privacy violation.

How Demand Generation Systems Handle Company Data: Diving into the Details

Customer Experience Matrix

Back in early January I posted a discussion on treatment of Company-Level Data in Demand Generation Systems. At that time, I posed a set of specific questions to the demand generation vendors in the Raab Guide. In theory, this would imply that company data is stored once and applied to all the associated individuals, and that the demand generation system could aggregate data by company, use that data to calculate company-level lead scores, and change which company an individual is linked to. Yesterday the final answer trickled in. This turns out not to be the case.

Help! I Need a Marketing Automation Vendor with Social Media Savvy

WindMill Networking

According to The Annuitas Group, a demand generation consulting firm, there are more than 100 vendors , and their features vary significantly. Here are additional MA providers: eTrigue , Genius , Genoo , LeadFormix , LeadLife Solutions , Leadmaster , Manticore Technology , Marqui , Office Autopilot ,  Oracle CRM On Demand , Publitrac , RightOn Interactive , Sitecore , TreeHouse Interactive.

Marketing Automation Trends for 2010

LeadSloth

Christoper Doran , CMO, Manticore Technology. David Raab , Raab Associates & author, Raab Guide to Demand Generation Systems. The vast majority of leads generated on a website never have a meaningful conversation with a sales rep. Christoper Doran, CMO, Manticore Technology ( @cdoran ). Demand Generation? Manticore Technology wishes you a full-funnel in 2010. At the programmatic level, closed-loop reporting will provide insight into the which tactics are generating the strongest results. The response was overwhelming: see below for all 18 (!)

Continue Learning with these B2B Social Media Posts

Social Media B2B

Manticore Technology Demand Generation Manager Emily Mayfield examined her own successes and failures with social media in a recent, multi-touch marketing campaign featuring The Quintessential Marketing Automation Guidebook. Tags: Communications Facebook Jay Baer Ketchum Manticore Marketing Automation toprank As I gather a handful of relevant B2B social media posts that have either bubbled up through Twitter or from my RSS reader, sometimes I start with a theme and other times one emerges. It certainly makes things more interesting. Today, two themes emerged.

New Guide is Ready

Customer Experience Matrix

I've been distracted this week by an unrelated client deadline, but the new Raab Guide to Demand Generation Systems is indeed complete. Tags: marketing software marketing automation lead management demand generation

Marketo Releases Marketo Lead Management 3.0

WebMarketCentral

Marketo competes with products such as Eloqua , Silverpop Engage B2B (formerly Vtrenz), Marketbright and Manticore in the marketing automation / demand generation space. Marketing automation software vendor Marketo today announced the launch of its Marketo Lead Management 3.0 software suite. tags: marketing automation software, Marketo Lead Management 3.0,

Marketing Automation System Trends: What We Found in the Raab Guide

Customer Experience Matrix

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? I’m pleased to report that the 2010 edition of the Raab Guide to Demand Generation Systems is officially available today, with updated entries on all vendors (alphabetically: Eloqua , Manticore Technology , Market2Lead , Marketbright , Marketo , Neolane and Silverpop Engage B2B ). Market2Lead, Manticore Technology and Silverpop all introduced major interface upgrades. Social media. Sales access.

Marketing Automation Acceleration Package – our exciting new service

Fearless Competitor

Congratulations on your purchase of marketing automation , such as Eloqua , Marketo , SilverPop , Manticore , or Genius.com.  Is it working or is it merely collecting dust? But remarkable content and lead generation processes are fuel and a driver for that Ferrari. Join us every Thursday at 8pm ET/5pm PT for Twitter chat about b2b demand generation. It’s an engine.

Multi-Step Campaign Interfaces: A Quick Vendor Survey

Customer Experience Matrix

If you read this blog regularly (and who doesn't?), you know that I see a lot of demand generation systems. But the vast majority of demand generation systems are installed in much smaller marketing departments, where setting up campaigns is just a fraction of the user's job. So I thought I'd take a little scan of the demand generation systems I've looked at to see how the vendors themselves had voted. Tags: software usability measurement marketing automation lead management software selection demand generation My own opinion is quite firm: flow charts don't work.

Getting Closer to My Usability Ratings

Customer Experience Matrix

This makes sense, since marketers with sophisticated programs will want precise control over this routing. (In case you're wondering about other vendors I track, Eloqua , Neolane and Manticore Technology all set up flow charts without embedding the small list-style campaigns. Tags: software usability measurement marketing automation lead management demand generation If you suspected that my last two blog posts were a way to avoid writing a post that ranks vendors on usability, you’re probably right. But it turns out that those posts served a purpose beyond procrastination. Sorry.)

150+ Questions for Your Marketing Automation RFP

Customer Experience Matrix

Those of you familiar with the Raab Guide to Demand Generation Systems know it already contains very detailed information on major vendors ( Aprimo , Eloqua , Genius.com , Manticore Technology , Marketbright , Marketo , Neolane and Silverpop ). Tags: marketing automation request for proposal system requirements software selection raab guide demand generation Summary: I've posted a list of nearly 200 RFP questions that I hope many people will adopt to their own needs. If it's used widely, buyers and vendors both benefit. Death, taxes and RFPs. Buyers have different needs.

Demand Gen Cloud: Funnels and Pipelines are Old School

Smashmouth Marketing

Get the eBook and read what these other experts had to say about Pipelines and Funnels: Ardath Albee , CEO and B2B Marketing Strategist at Marketing Interactions Michael Brenner , Director of Online/Social Media at SAP North America Michael Damphousse , CEO/CMO of Green Leads LLC Christopher Doran , VP of Marketing at Manticore Technology Barbra Gago , Social Media Manager of Cloud9 Analytics Steve Gershik , CEO of 28Marketing Sue Hay , CEO of BeWhys Marketing Inc. Buyers put themselves in the funnel where they want to be. They jump around. The demand gen funnel is now in the cloud.

LucidEra Takes a Shot at On-Demand Analytics

Customer Experience Matrix

Campaign analysis in demand generation systems. The question here is whether most demand generation systems ( Eloqua , Vtrenz , Marketo , Market2Lead , Manticore , etc.) Tags: hosted software software as a service business intelligence software on-demand software analysis systems demand generation Back in March, I wrote a fairly dismissive post about on-demand business intelligence systems. My basic objection was that the hardest part of building a business intelligence system is integrating the source data, and being on-demand doesn’t make that any easier.

5 Steps to Getting Started with Lead Nurturing

Client Bridge

But at the end of the day, we all must stay focused on the fact that we do those things in order to not only generate leads but eventually convert leads to customers. Vendors include companies like HubSpot , Marketo , Eloqua and Manticore. Don't let the conversation end - we invest so much time and energy generating leads and developing relationships and yet many companies let these relationships atrophy. For those of us who are involved in the world of online marketing, it's easy to get infatuated with rankings and traffic. Register for a Demo. View the demo. New leads.

Software Tools for Inbound Marketing

Client Bridge

Email marketing - email is still a critical tool in the lead generation arsenal. This is important not only for lead generation opportunities but for brand management. Analytics - in order to turn your website into a lead generation machine, you need to be able to measure and track what is going on. Providers include HubSpot, Marketo, Silverpop, Eloqua and Manticore.

Online Marketing Systems Are Still Very Fragmented

Customer Experience Matrix

My diagram is divided into two main areas: traffic generation systems that lead visitors to a Web site, and visitor treatment systems that control what happens once people get there. Demand generation systems like Vtrenz , Eloqua and Manticore combine email with some Web page creation and analytics. What with all the recent acquisitions in the digital marketing industry, I thought I’d draw a little diagram of all the components needed for a complete solution. The results were a surprise. Now that I’m staring at the list of components, I see how far we have to go.