Customer Experience Matrix

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Data Plus MarTech: HubSpot and Demandbase Join the Race

Customer Experience Matrix

The first was HubSpot ’s announcement yesterday that its CRM offerings would now include access to a 19 million account prospecting database. On the other hand, HubSpot also announced integration with LinkedIn for paid ad campaigns and said a Google AdWords integration is in beta, which are definitely move into outbound territory. No, not one bit.

HubSpot Jumps into the CRM Marketplace

Customer Experience Matrix

Hell probably didn’t freeze over today but there might have been a light frost: after years of rejecting the option, HubSpot today announced it will offer a CRM system. Audience response was predictably enthusiastic, since CRM features have been much desired by HubSpot users and resellers for years. HubSpot hopes this will encourage adoption of CRM by sales reps who have rejected it because it took too much work for too little value. HubSpot said it already has 100,000 Signals users, who greatly outnumber the 11,500 customers of its flagship marketing system.

A Tale of Two Sittings: Best of Times with HubSpot and Teradata

Customer Experience Matrix

It’s solid but not flashy, which is a pretty good summary of the Teradata style. I was barely home from Vegas before I headed up to Boston for HubSpot ’s Open House, a small event for primarily for business partners. HubSpot’s main user conference is the INBOUND show in September. adtech hubspot inbound marketing madtech marketing automation marketing clouds martech teradata

Walker Sands / Chief Martech Study: Martech Maturity Has Skyrocketed

Customer Experience Matrix

They were probably referring to all-in-one products like HubSpot and Infusionsoft. Tech marketing agency Walker Sands and industry guru Scott Brinker of Chief Martech yesterday published a fascinating survey on the State of Marketing Technology 2017, which you can download here. The 27 page report provides an insightful analysis of the data, which there’s no point to me duplicating in depth.

B2B Marketing Trends for 2016

industry blogs including Moz, HubSpot, MarketingSherpa, MarketingProfs, Social Media Examiner, and Ragan's PR Daily. social media, data analytics and adwords; and companies such as Marketo and Hubspot. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. know which half." Look for.

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. Yesterday I released the mid-year edition of the VEST Report on B2B marketing automation vendors, thereby meeting my self-imposed deadline of July 31. Look here for more information or to make a purchase. products are pretty stable, too.

Mautic Offers Free, Open Source Marketing Automation

Customer Experience Matrix

Mautic certainly has an appeal for service vendors, since it removes the cost of payments to a HubSpot or Infusionsoft. The only real question about free, open source marketing automation from Mautic is what took so long. The core features of B2B marketing automation have been well understood for nearly ten years and prices have been dropping steadily for about the same time.

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

Customer Experience Matrix

They can add contacts to campaigns in Salesforce, Marketo, Eloqua, Hubspot, Pardot, or other systems with a standard API connection. When I first starting thinking about Account Based Marketing, I assumed that an ABM system would let marketers replicate at scale how sales teams manage key accounts: that is, to analyze each account in depth, set goals specific to that account, and then execute against those goals. Then I saw ZenIQ. Later this year, ZenIQ plans to release machine learning-based recommendations that will, in effect, generate the rules themselves.

HubSpot Releases Social Inbox and Reveals So Much More

Customer Experience Matrix

I spent yesterday afternoon at HubSpot ’s “Open House” in Cambridge, MA, during which they briefed the community on their business progress, introduced their new Social Inbox, described their approach to marketing and sales alignment, explained their “ culture code ”, and answered questions. Users can respond directly, forward a post to someone else, or add the poster to a HubSpot campaign.

B2B Marketing Trends for 2016

industry blogs including Moz, HubSpot, MarketingSherpa, MarketingProfs, Social Media Examiner, and Ragan's PR Daily. social media, data analytics and adwords; and companies such as Marketo and Hubspot. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. know which half." Look for.

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

Customer Experience Matrix

Silverpop and HubSpot might also benefit but neither is fully focused on standard B2B marketing automation. Raab Associates officially released the new edition of our B2B Marketing Automation Vendor Selection Tool (VEST) yesterday. There are quite a few vendor comparisons out there, but none come close in the level of detail – which is what you really need to select a system.

Hull.io Offers A Customer Data Platform for B2B Marketers

Customer Experience Matrix

How it works is this: Hull has connectors for major customer-facing SaaS systems, such as Salesforce , Optimizely , HubSpot , Mailchimp , Facebook custom audiences, Slack , and Zendesk. The need for a Customer Data Platform – a marketer-controlled, unified, persistent, accessible customer database – applies equally to business and consumer marketing. Indeed, many of the firms I originally identified as CDPs were lead scoring and customer success management vendors who serve primarily B2B clients. Hull.io is an exception. That’s the “persistent” bit of the CDP definition.

MarTech Madness: Marketing Technology Managers Come Out to Play in San Francisco

Customer Experience Matrix

Maybe that won’t happen soon enough to the very next Big Thing, but I’m pretty sure it will be a Big Thing in the not too distant future. __ *I really wanted to call this "smart content", but that's used by HubSpot for something else. MarTech Madness hit this week in San Francisco as 1,200 delighted marketing technologists escaped from their cubicles to cavort under the genial gaze of @chiefmartec Scott Brinker at the latest MarTech Conference. It’s also unusual in attracting people from both B2B with B2C companies, two groups that rarely mix. Two mentions officially makes it a trend.

Raab Report: OfficeAutoPilot, Infusionsoft and HubSpot Rate Highest in Marketing Automation for Very Small Business

Customer Experience Matrix

As the chart shows, the leaders in this segment are OfficeAutoPilot , Infusionsoft , and HubSpot. HubSpot isn’t quite as highly tailored to this segment, which is why it is a little further from the top than the other two. But HubSpot has a very large number of clients in this segment, so it is still quite far to the right. Our scoring reflects those priorities.

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.

B2B Marketing Trends for 2016

industry blogs including Moz, HubSpot, MarketingSherpa, MarketingProfs, Social Media Examiner, and Ragan's PR Daily. social media, data analytics and adwords; and companies such as Marketo and Hubspot. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. know which half." Look for.

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

Customer Experience Matrix

Summary: HubSpot announced a $32 million investment yesterday by Sequoia Partners, Google and Salesforce.com. Salesforce.com and Google announced their long-anticipated entry into the marketing automation industry, in the baby-step form of investments in HubSpot. But HubSpot plays in a different pond, where the frogs are more numerous and much livelier.

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

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. In actual dollars, the $250 million gain is much larger than the $175 million growth in 2012.

What Makes a Good Marketing Platform? Rules for Platformality

Customer Experience Matrix

Lots of vendors have now taken to describing their systems as platforms – Oracle , Salesforce , IBM , Adobe , Marketo , HubSpot , InfusionSoft and even CallidusCloud. That Scott Brinker is such a devil. Last month he goaded me into coming up with a framework for relating marketing technology to business strategy , which I''ll present at the MarTech conference in August.

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New Raab VEST Report: B2B Marketing Automation Will Reach $1.2 Billion in 2014

Customer Experience Matrix

Even more interesting, nearly everyone reported faster growth in revenue than in clients: to take one vendor that does provide statistics, HubSpot recently reported 50% revenue growth vs. 25% growth in number of clients. My data are a little less comprehensive than previously because several of the big vendors are now part of public companies and don’t share detailed information. billion.

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.)

HubSpot Files for IPO: Solid Financials for a Young Company

Customer Experience Matrix

HubSpot filed its much-anticipated S-1 for a public stock offering yesterday. In fact, Marketo today looks a lot like the HubSpot S-1.) - sales and marketing costs at 64% of revenue, well above Eloqua (which was growing much more slowly) and similar to Marketo (which was growing slightly faster). hubspot financial analysis hubspot ipo hubspot s-1 marketing automation industry growth

ICON16: How Infusionsoft Plans To Dominate Small Business Marketing (and Make Life Better For Small Businesses Everywhere)

Customer Experience Matrix

billion $420 - $520 Infusionsoft small business integrated sales and marketing software 35,000 $100 million $2,857 HubSpot integrated marketing and CRM software 18,100 $181 million $10,000 Infusionsoft managers recognize that expanding the customer base requires making marketing easier. It is already behind small business oriented competitors that permit custom data tables, including HubSpot and Ontraport. I spent part of last week at ICON16, Infusionsoft ’s annual combination of customer conference, revival meeting, and group therapy session for small business owners. million $1.6

Microsoft Buys LinkedIn for $26.2 Billion: Get Ready for Software Vendors as Data Owners

Customer Experience Matrix

Other vendors like Nimble and HubSpot have done a better job of simplifying access to third party data about an individual or company. Microsoft surprised pretty much everyone today by announcing a $26.2 billion acquisition of LinkedIn. This is fascinating since Microsoft intersects with LinkedIn in several areas: Dynamics CRM software, Office productivity software, and Bing online advertising. LinkedIn is primarily a social network with revenue from subscriptions, recruiting services, and advertising. It's also one foundation of the MadTech vision I offered last year.

Raab Report: Financial Comparison of B2B Marketing Automation Vendors

Customer Experience Matrix

We looked at those in Tuesday’s post ; I’ll repeat the caveat that figures for Eloqua and HubSpot are my own estimates based largely on client growth and (for HubSpot) changes in client mix. Infusionsoft, HubSpot, Act-On, and Net-Results all show a drop in the clients-per-employee ratio since last year, meaning they have become less efficient. So they're worth a look.

Marketing Automation Skills are Scarce: Strategies to Close the Gap

Customer Experience Matrix

HubSpot is following this approach most aggressively although others are also applying it in places. The marketing automation industry continues to grow quickly, with many vendors announcing their client bases have more than doubled in 2011. For example, LoopFuse found that nearly twice as many used email and web landing pages as lead scoring. I've seen four distinct strategies: training.

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.

Genius and LoopFuse Are Acquired; Leadsius Picks Up the Freemium Banner

Customer Experience Matrix

Vendors like HubSpot and Infusionsoft have tried many approaches but ended up requiring significant up-front investment from new clients, specifically to screen out buyers who won’t put in enough work to succeed. The past week has seen two acquisition announcements in the B2B marketing automation space: LoopFuse by SalesFUSION and LeadRocket/Genius by CallidusCloud , which owns LeadFormix. Both of the acquired vendors had bright prospects at one time but fell by the wayside. Interestingly, both pursued a “freemium” strategy of offering their system for free to users with small databases.

Useful Tips from Inbound Marketing Summit and Hubspot User Group

Customer Experience Matrix

I spent three days last week at the Inbound Marketing Summit and Hubspot User Group in Boston. hubspot lead generation inbound marketing innovation social media marketingThese featured a flock of first-rate speakers who presented more useful information than I can jam into a single blog post. That said, here are highlights from my notes. Sorry Youngme, but I still detest IKEA. Let's face it: the reason most people buy there is price.) and 4 to 6 p.m.; these yield 20-40% more connections than calling at 10 a.m.

HubSpot's Strategy for Winning the Marketing Automation Horserace

Customer Experience Matrix

Back on September 20, I posted various tips from the Inbound Marketing Summit and HubSpot User Group. Naturally, the conference also included public and private discussions of HubSpot itself, but I thought those were best shared in a separate post. The conference yielded a clear picture of HubSpot’s business strategy for the coming year. HubSpot originally focused on “top of funnel” or “inbound” marketing, which boils down to helping marketers to attract Web traffic. HubSpot also plans to automate functions that are simply too hard for most marketers to do manually.

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

Of the other major vendors, Marketo and HubSpot have both been quiet recently. I’ve just finished the latest update of our B2B Marketing Automation Vendor Selection Tool (VEST), available on the raabguide.com Web site. The VEST is our evaluation of industry vendors, aimed primarily at companies choosing a marketing automation system. First, I thought I’d explain where the figures come from.

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

Customer Experience Matrix

This will remind marketing automation aficionados of HubSpot, which has made a similar journey. The biggest obvious difference (if you ignore HubSpot’s $100 million or so in venture capital funding) is that HubSpot offers its own blogging and Web content management, while Optify provides WordPress and Drupal plug-ins for visitor tracking and landing pages.

Claritix Assembles Marketing Data for Analysis: Maybe That's Enough

Customer Experience Matrix

The system has prebuilt connectors to import data from popular vendors including Salesforce.com , Marketo , Hubspot , SAP , SugarCRM , and Facebook. Most of the work in any marketing analytics project is integrating data from multiple systems. Claritix carries this insight to one logical conclusion by offering a system that does data assembly, basic reporting, and little else.

Social Media Features in Marketing Automation Systems: Who Does What?

Customer Experience Matrix

Social media is arguably overhyped as a marketing trend: it gets well under 10% of marketing budgets (different surveys have figures from 3% to 8%) and results are questionable (it was rated the least effective content marketing tactic in a recent MarketingProfs study ). But social is clearly growing fast and has great potential. Results are summarized in the table below.

Marketo Spark Targets Small Business Marketing Automation

Customer Experience Matrix

To me, it looks like a reaction to the success of other low cost small business systems, including HubSpot , Act-On Software , and Pardot. HubSpot and Act-On have similar pricing to Spark, while Pardot runs a bit higher. infusionsoft hubspot officeautopilot marketo marketing automation systems pardot small business softwareMarketo today announced the launch of Spark , a new brand aimed at small and mid-size business. Functionally, Spark is pretty much identical to the standard Marketo system. So the news here is price. In other words, this is a price cut.

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

Customer Experience Matrix

But both are also quite low compared with industry peers: Marketo will average about $3,000 per month per client in 2012 and even down-market HubSpot should get $600. Per employee figures are $225,000 for Marketo and $151,000 for HubSpot, which were growing at least as fast as Pardot. ExactTarget announced its acquisition today of mid-tier marketing automation vendor Pardot , for just under $100 million ($95.5 million, to be exact). In one way, this was surprising: Pardot had seemed less interested in being purchased than others in the industry. Back to pricing. Not a good trend.

HubSpot Reports 82% Revenue Growth

Customer Experience Matrix

HubSpot released its 2012 Year in Review today, reporting 82% revenue growth, to $52.5 This reflects HubSpot's aggressive moves to serve larger companies and provide expanded features for traditional marketing automation such as more robust email and lead nurturing. hubspot marketing automation industry growth ratemillion. Number of clients grew by 42%, to 8,440.

Genoo Adds SEO To Web Site Management and Marketing Automation

Customer Experience Matrix

hubspot search engine optimization marketing automation low cost marketing software web contact management genooI had an earful last week from Genoo president Kim Albee, who told me that I’ve misclassified her target customers as “micro businesses” (under $5 million revenue) for the past two years. She tells me nearly all of her clients are larger than that. I’ve revised my big list of demand generation vendors to reflect this. The main cause of my misunderstanding was Genoo’s starting price of $199 per month, which is below any small or mid-size business system.

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