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Genoo Aims to Shake Up Marketing Automation Market

Webbiquity

The company’s new marketing automation platform enables users to create complete websites as well as microsites and landing pages, automatically send emails triggered by specific actions, configure lead scoring, and integrate with Salesforce.com. Because Genoo is a SaaS offering and includes a flexible and powerful (Genoo’s own website runs on their platform) yet easy-to-use content management system (CMS) that allows non-technical users to create websites and pages, marketing departments can implement and use the product with little or no IT involvement.

The 14 Best Marketing Automation Tools

Webbiquity

Options range from fairly simple, moderately priced systems targeted at midmarket companies to sophisticated suites for enterprise users. Pricing:  contact vendor. Which means that it takes inbound from many angles – it’s not just your social that brings in people, there are landing pages with helpful information, blog posts, newsletters, etc. Pricing:  free.

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More New Systems Challenge the Marketing Automation Status Quo

Customer Experience Matrix

It also provides the rest of the standard marketing automation functions, including landing pages and microsites, Web behavior tracking, lead scoring, and integration with Salesforce.com. MindFire provides prebuilt templates for common marketing programs, to further assist clients who need help using the system. Although this approach is popular, there are others.

New Marketing Automation Options for Small Business in the VEST Report

Customer Experience Matrix

The system has an impressively broad scope, adding full Web site creation to the usual all-in-one mix of email, lead scoring, landing pages, and CRM. It creates email templates with personalization and embedded links but no dynamic content. Pricing starts at $99 per month for one user and 2,500 contacts and reaches $199 per month for three users and 10,000 contacts.

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

Customer Experience Matrix

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. The system can also create Facebook landing pages and track visitors to them. That''s theme number three.

MakesBridge Offers Powerful Features to Small Business Marketers

Customer Experience Matrix

In particular, they want a highly-integrated combination of standard marketing automation (email, landing pages and individual-level Website behavior tracking) with customer relationship management (tracking personal and telephone contacts with individuals). Canterris , NurtureHQ , and mKubed all provide email, Web visitor tracking, nurture campaigns, lead scoring, and CRM integration ((Salesforce.com for Canterris and NurtureHQ; its own CRM for mKubed) for under $500 per month. Canterris and mKubed also host Web forms and landing pages but NurtureHQ apparently does not.

Active Conversion Offers Strong Lead Management and Leaves Out the Rest

Customer Experience Matrix

The classic demand generation cycle starts with an outbound email campaign, captures replies on a landing page, scores the responses, and then sends qualified leads to a sales automation system and keeps the others for more nurturing. These functions, plus supporting features for database management, content management, sales system synchronization, and reporting, form a basic template for measuring demand generation software. Adding these items to an evaluation template is not especially difficult. Registration is no longer required.)

Marketo Aims to Simplify Demand Generation

Customer Experience Matrix

Functionally, it covers all the demand generation bases: outbound email, landing pages, Web site monitoring, lead scoring, multi-step nurturing programs, prospect database, analytics, Salesforce.com integration. It even adds A/B testing for landing pages, which you don’t see everywhere. The system can also add the lead to a Salesforce.com database, assign or change the owner in Salesforce.com, and create a Salesforce.com task. These templates can include variables selected from the Marketo database for personalization.

Alsa Marketing Adds Multi-Language Capabilities to Low-Cost Marketing Automation

Customer Experience Matrix

Of the three classic competitive strategies – low price, great service and innovative products – there are plenty of low price options and leading vendors work aggressively to help their clients succeed. These include support for multivariate tests on landing pages (but not emails); automated posting of Jigsaw and social media data into lead profiles; fractional revenue attribution; and SugarCRM synchronization. Alsa also provides prebuilt templates for standard campaign workflows. Summary: Alsa Marketing is a late entry to small business marketing automation.

Genoo Aims to Shake Up Marketing Automation Space

WebMarketCentral

The company's new marketing automation platform enables users to create complete websites as well as microsites and landing pages, automatically send emails triggered by specific actions, configure lead scoring, and integrate with Salesforce.com. Because Genoo is a SaaS offering and includes a flexible and powerful (Genoo's own website runs on their platform) yet easy-to-use content management system (CMS) that allows non-technical users to create websites and pages, marketing departments can implement and use the product with little or no IT involvement.

Act-On Software Does List-Based Demand Generation

Customer Experience Matrix

If you look at the Web site of Act-On Software , you’ll see a typical set of demand generation features: email marketing, demand generation (equated with landing pages and forms), lead nurturing, Website visitor tracking, channel (partner) marketing, and lead scoring. In most ways, working with Act-On is like working with other products: users build emails, landing pages and Web forms; track activities through page tags and cookies; do scoring and segmentation with activity history and lead attributes; and pass qualified leads to Salesforce.com.

Act-On Software Stresses Ease of Use

Customer Experience Matrix

At $500 per month with no annual contract, it’s priced to make it easy to get started with marketing automation. The home page all but screams as much, with a huge central panel of “quick start” links to different types of projects. In Act-On's case, unusual advantages include: - “smart” content blocks that can be embedded like widgets in emails and Web pages.

ClickDimensions Offers Marketing Automation as a Microsoft CRM Add-on

Customer Experience Matrix

ClickDimensions does pretty much the standard marketing automation activities: email, landing pages, Web visitor tracking, drip marketing campaigns, and lead scoring. Of course, another way to look at this is that the CRM vendors already do marketing automation – certainly Oracle/Siebel does, and plenty of folks would argue that Salesforce.com has adequate marketing automation capabilities for most purposes, although most experts (and I) would disagree. The system tracks the usual Web information: visits, page views, posted forms, posted fields, and so on.

Net-Results Simplifies Demand Generation for Small Business

Customer Experience Matrix

This process has five functions: send emails to prospects; capture responses on landing pages; score leads; send qualified leads to sales; and nurture non-qualified leads with multi-step campaigns. Prospects enter Net-Results from external Web forms (more about that later), file imports, manual data entry, or Salesforce.com synchronization. The actions themselves can send an email, adjust a lead score, or send the lead to Salesforce.com. Nearly all demand generation systems let marketers create and deploy landing pages outside of the company Web site.

True Influence Opens a Window into Future Demand Generation

Customer Experience Matrix

In a third stage, variety diminishes as widely successful approaches become templates for standard configurations. Lead scores can be based on just a few attributes and activities: industry, job title, company size, location, lead source, email status, activity indicator, most recent activity date, and visits to specific Web pages. Clients can also build and host their forms within True Influence if they prefer. - The base price includes a separate IP address. True Influence has existing integrations with Salesforce.com and SugarCRM.

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Marqui Combines Content Management and Demand Generation

Customer Experience Matrix

To accentuate the positive, the system provides hierarchical folders for marketing assets, version tracking, expiration dates, advanced templates, and fine-grained user rights management. It can also direct visitors who complete a form to another Web page. One particularly nice feature is tight integration of Marqui-generated pages with Google Website Optimizer. lists) by building rules; these can incorporate behaviors, such as email responses and Web page visits, as well as attributes and form responses. This poses a serious sales challenge.

Market2Lead Offers Enterprise-Strength Demand Generation System

Customer Experience Matrix

Market2Lead offers the usual list of demand generation functions: outbound email, Web forms and landing pages, automated lead nurturing, integration with sales, and campaign return on investment analysis. Market2Lead’s approach to Web pages is more flexible: users can either build and serve Web templates within Market2Lead, or they can embed Market2Lead tags in externally-hosted pages. Sales force contacts are, of course, captured through two-way integration Salesforce.com and other sales automation systems. But it’s just fine.

How to Compare Demand Generation Vendors: Choosing Summary Measures

Customer Experience Matrix

Categories for the self-evaluation seem pretty obvious: they would be the standard demand generation functions (outbound email, landing pages and forms, nurturing campaigns, lead scoring, and Salesforce.com integration), maybe a menu for less standard functions (e.g. price range, and willingness to consider less established vendors. build decision rules from prebuilt functions for specific situations, such as ‘X web page visits in past Y days’. Campaigns can be saved as templates and reused, but the initial construction starts with a blank list.

LeadLife Mixes Advanced and Simple Features

Customer Experience Matrix

But it lacks other features that are equally advanced: approval workflows, templates linked to deployed content, split tests, campaign actions to update data values, support for channels beyond email, and, most important, any way to direct leads from one campaign to another. Emails, landing pages and Web surveys all support rule-driven content selection, which lets the system send different messages in different situations even without conventional branching. Users build emails and Web pages by positioning objects (text, data entry fields, images, etc.) in layers.