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Next-Generation Marketing Automation Systems Target Small Business

Customer Experience Matrix

I’ve been gearing up for the next edition of our VEST report on B2B marketing automation systems, which involves catching up with established vendors and chasing down some new ones. The new entrants are clustered towards the small business end of the market, where they see an opportunity for simpler systems at lower prices than existing market leaders. Among U.S-based

More New Systems Challenge the Marketing Automation Status Quo

Customer Experience Matrix

Last week’s post looked at newer marketing automation systems that focused on small businesses. The general notion is that small businesses are finding existing marketing automation products too hard to use and would be happy with something simpler, especially if it costs less. It will be adding these as it sells more to corporate marketers, who tend to need them.

MindMatrix Adds Sales Support to Marketing Automation

Customer Experience Matrix

One easily predictable trend in B2B marketing automation is that vendors will tailor their systems to specific industries. The reason may be that B2B marketing automation products have a narrower scope than B2C systems, meaning there’s less advantage in creating vertical editions. The system also provides a full set of standard marketing automation features.

The 14 Best Marketing Automation Tools

Webbiquity

Marketing automation software tools can be very helpful in making lead nurturing and sales acceleration efforts more effective—even if the category is badly misnamed. Marketing can’t be automated.) But “segmented prospect email followup sequence design and automation,” while a more accurate label for the category, certainly isn’t as catchy.

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LeadLiaison Helps Marketing Automation Users Break the Content Bottleneck

Customer Experience Matrix

You may have noticed that there are many B2B marketing automation systems available. But they do go far enough beyond standard marketing automation to justify a different label. In particular, LeadLiaison helps marketers create content, a critical bottleneck that is not addressed by most marketing automation systems.

eTrigue Puts a New Interface on Mature Marketing Automation Features

Customer Experience Matrix

Summary: eTrigue's new product is aimed at small-to-mid size businesses who want an easier alternative to leading marketing automation systems. With mature features and a $1,000 per month starting price, the system is worth a look. The campaign interface is just one of many components within a marketing automation system. The answer is a definite…maybe.

Bizo and DemandBase Lead B2B Marketing Automation to Web Advertising and Beyond

Customer Experience Matrix

That could serve as a pretty complete summary of the state of the art for B2B marketing today, especially if you consider “content marketing” as implicitly included. To reach that market, the company had to build its own version of “data management platform” (DMP) systems that manage lists of known entities, recognizes them when they appear on an external Web site, and delivers them an appropriate advertisement. This is a major extension beyond traditional marketing automation, which works mostly through email to known prospects. Let’s start with DemandBase.

Marketing Automation Systems are on the Rise

Webbiquity

Two common business terms combined describe the an increasingly popular outreach tool: marketing automation. According to marketing research firm Raab Associates , the marketing automation system industry will reach $750 million in 2013, growing 50 percent from 2012. But marketing automation systems aren’t meant to replace personal engagement.

How RightWave Solves the Marketing Automation Skill Shortage

Customer Experience Matrix

One of the main reasons that marketing automation has not been adopted more quickly is that too few marketers know how to fully use it. Marketing automation vendors have adopted different strategies to deal with their problem, including making their systems easier to use, offering extensive training, and providing services to run the systems for their clients.

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

Customer Experience Matrix

sales enablement: systems to share marketing information with sales ( Genius , SalesFusion , LeadFormix , RightOn Interactive , Optify) distributed marketing: systems shared between central marketing organizations and local branches, dealers, distributors, sales agents, etc. Its primary clients were then, and still remain, digital marketing agencies.

Marketing Automation Catching On Fire

The Effective Marketer

Some have even suggested that marketing automation market is floundering , but it is such a new market and offering that is innevitable to have doubts, especially with these many vendors in the space. With time, a shake out is likely (in fact, the recent acquisition of Unica and Aprimo may point to consolidation ) and the evolution of solutions will ensure marketing automation has a place in most marketing organizations, much like CRM is now standard for sales departments. Marketing automation is still in its infancy. Keep going!

Infor Epiphany Marketing and Interaction Advisor: Good Examples of B2C Marketing Automation

Customer Experience Matrix

Epiphany was one of the high-fliers of an earlier marketing automation boom: launched in 1997 with an initial public offering in 1999, it traded stock for a variety of customer management systems before its price collapsed. Infor has recently renewed its commitment to the Epiphany line, increasing investment in the product and its marketing. Neat trick.

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

Customer Experience Matrix

This model can score new leads and classify existing opportunities in the sales pipeline. The one objective distinction is that FlipTop is publicly listed on the Salesforce.com App Exchange, meaning it has passed the Salesforce.com security reviews. typical scheme would create A, B, C, and D lead classes, where A leads are best. Infer takes a similar approach.)

Do Small Businesses Need Marketing Automation?

Customer Experience Matrix

Summary: Vendors who target small businesses include provide functions beyond traditional marketing automation. But larger firms need to be efficient too: so expect all marketing automation systems to eventually expand in similar ways. couple have noted that my questions only cover standard marketing automation functions (email, landing pages, nurture campaigns, lead scoring, CRM integration and reporting), while their products offer additional functions. Among those who use actual marketing systems, the most common are simple outbound email.

Mega-List of Features in Marketing Automation (That You Won’t Find in CRM)

Modern B2B Marketing

by Jon Miller A common question I hear from marketers is “I already have a CRM system (e.g. salesforce.com, Microsoft Dynamics CRM), so why do I need marketing automation ”? Many CRM systems have a module for marketing. Given this positioning, it’s no wonder that marketers often think they may not need anything else to run their modern marketing departments.

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CallidusCloud Buys LeadFormix Marketing Automation for $9 Million Cash

Customer Experience Matrix

The list of independent marketing automation systems shrank by one yesterday when Leadformix was purchased by sales enablement vendor CallidusCloud for $9 million. The price is surprisingly low for an established marketing automation vendor. This would translate to around $7 million revenue, for a price of just over 1x revenue, compared with 4 to 5x revenue in other recent acquisitions. Or maybe these comparisons are irrelevant because LeadFormix was never a standard marketing automation system to begin with.

Genoo Aims to Shake Up Marketing Automation Market

Webbiquity

Marketing automation / demand generation software enables marketers to build microsites and use content marketing to capture leads and nurture them through the buying process. Companies evaluating established providers such as Marketo , Eloqua , Silverpop’s B2B Engage and HubSpot would be well-advised to check out a relatively new contender as well— Genoo Marketing Automation. Pricing starts at $199 per month for a single user and microsite, with no limit on the number of leads in the account, plus $8.50 per 1,000 emails sent.

True Influence InsightBASE Simplifies Use of B2B Intent Data

Customer Experience Matrix

Intent data is one of hottest topics in marketing today – see, for example, Oracle’s recent purchase of AddThis. B22B lead generation vendor True Influence today announced a new product to help fill these gaps. The notifications can be loaded as lists into a marketing automation or CRM system, where they can trigger advertising, sales calls, or other actions. They can also be based on use of specific technologies, allowing marketers to target competitors’ customers. InsightBASE has standard integrations with Marketo , Oracle Eloqua , and Salesforce.com.

SalesPredict Offers Highly Automated, Highly Flexible Predictive Modeling

Customer Experience Matrix

A couple of weeks ago, I wrote that “predictive everywhere” is one of major trends in data-driven marketing. meant both that predictive models guide decisions at every stage in many marketing programs, and that models are used throughout the organization by marketing, sales, and service. Results appear as lists in a CRM interface or as scores on a marketing databaset.

Hushly Helps Marketers Connect With Anonymous Web Site Visitors

Customer Experience Matrix

When this blog last left Geoff Rego in 2010 , he had just sold the assets of pioneering B2B marketing automation vendor Market2Lead to Oracle. Since then, he’s been gnawing at the bone of anonymous business leads, suspecting that there’s some way to gain value from people who are interested in a product but haven’t identified themselves to vendors. On the vendor side, Hushly creates anonymous lead records in the client’s Salesforce.com instance, so companies can track their interactions with anonymous prospects and keep the history once the prospect identifies herself.

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Vocus Marketing Suite: Still Mostly Social But Marketing Automation is On the Way

Customer Experience Matrix

But since late 2011 the company has also offered a suite aimed at marketers, which now has more than 4,000 paid clients. Even in the small business sector, that count would make Vocus one of the largest marketing automation systems. But Vocus doesn’t quite match the profile of standard marketing automation products. Buying Signals” draws on Twitter only.

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A Busy Day in Marketing Automation Software

Fearless Competitor

B2B demand generation | Marketing automation software. Yesterday was a very busy day in the marketing automation space with big announcements from Marketo and Act-On Software. Marketo launched Spark , their new product for the SMB market, starting at $750 per month. At Find New Customers we interpret this move as broadening their market in two ways: On the high-end, it frees up their flagship offering to move up-market against Eloqua. With product feature differences narrowing, Marketo facing growing pressures on maintaining a price premium.

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. Reachforce’s core business is assembling data on marketing prospects, which it then sells for as many uses as possible: appending to Web leads, enhancing existing databases, and buying as lists. The SetLogik acquisition takes this a step further by letting them build databases to hold their data, thereby expanding the market beyond people with a database already in place.

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. Marketers also benefit since they only have to buy, learn, and integrate a single system. Everstring is relative newcomer to the B2B predictive modeling arena, founded in 2012 but only seriously entering the market after it received $12 million in Series A funding last August. The late start has let it adopt a broader scope from the beginning, offering both lead scoring and new prospect identification. Sounds pretty simple, eh?

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Vocus Purchased by Private Equity Firm GTCR: This Could Be Interesting

Customer Experience Matrix

million in cash, a premium of 48% over their stock market price. It’s still a modest multiple of 2.4 x revenue, compared with the 6 to 7 x multiples paid for ExactTarget and Responsys by Salesforce.com and Oracle and the 14 x that Marketo commands in the stock market. I can think of several reasons for the discrepancy: GTCR isn’t a big software company looking to fill out an existing marketing suite; Vocus sells mostly to small business, not enterprises; Vocus hasn''t created enough buzz. marketing automation industry marketing software marketing suites vocu

Mintigo InterestBase Harvests Web and Social Data for Marketing and Sales

Customer Experience Matrix

Every marketer recognizes that the Web and social media could be rich sources of information about customers and prospects. Most tools do little more than keyword searches, which only capture a fraction of the potential information and only cover keywords that marketers know in advance are important. This enhanced data can be used in lead scoring or to help guide salespeople.

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

Customer Experience Matrix

The real focus of the conference was introducing the latest version of Infusionsoft’s Small Business Success Method, an approach to helping small businesses plan their marketing programs. 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. Nor are many of the tiniest businesses ever going to use a marketing agency. million $1.6

Brightfunnel Gives B2B Marketers Self-Service Revenue Attribution

Customer Experience Matrix

Marketing without revenue attribution is like playing golf without keeping score: it might be fun but you can’t tell whether you’re doing a good job. But while keeping score in golf is simple, figuring out the impact of marketing programs is quite tough. In fact, B2B marketers face several challenges on the road to perfect attribution. This is where Brightfunnel comes in.

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. The company made the announcement at Salesforce.com’s Dreamforce conference in San Francisco. 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. Digg this!

Kwanzoo Builds Content for Cross-Channel Marketing

Customer Experience Matrix

What puzzled me was the advantage of this over anyone else’s HTML content, including the content that could be generated using standard tools within most marketing automation systems. These capabilities make Kwanzoo substantially more versatile than a conventional marketing automation system, which would rely on campaign flows or manually-embedded links to manage the page sequence and could only deploy on emails or microsites generated by the marketing automation system itself. Integration is on the way with other marketing automation and CRM systems.

Review: Six Small Business CMS and Web Marketing Systems

Webbiquity

Should you look at something beyond a CMS—a web marketing system (WMS), that provides additional functions like customer relationship management (CRM) and email? “Free&# CMS options such as WordPress, Joomla and Drupal have an obvious appeal (price) to small businesses, but none are cost-free. For businesses looking beyond “free&# tools, here are six CMS and WMS options that can help you get more sales and marketing productivity out of your website, while being easy on your web content contributors. Pricing: $150-$600 per year ($12-$50 per month). Genoo.

How Are CRM and Marketing Automation Different?

LeadSloth

Last week I presented a session at Silverpop’s B2B Marketing University in Atlanta. In addition to Marketing Automation, there were two big topics: Social Media and CRM. Many attendees were confused by CRM vendors claiming to offer full marketing functionality. If that’s true, why would you still need Marketing Automation? So let’s dig in and find how Marketing Automation and CRM are different. For CRM, I focused on Salesforce.com. Products & Pricing. Strong Features of Marketing Automation.

YesPath Takes Its Own Route to Managing ABM Journeys

Customer Experience Matrix

Account based marketing is clearly an important technique for B2B marketers, but I don’t see it displacing all other approaches. For exactly that reason, I also don’t see specialized ABM systems replacing the core marketing databases and decision engines that coordinate all marketing efforts. Today, the core roles are most often filled by marketing automation, although there are emerging alternatives such as Customer Data Platforms and Journey Orchestration Engines. Most of these tools will eventually add ABM features if they don’t have them already.

Engagio Goes Beyond Account Based Marketing to Unify Marketing, Sales, and Service

Customer Experience Matrix

Maybe you think Account Based Marketing is utterly revolutionary or maybe you think it’s nothing new at all. Or maybe, like me, you’ve decided that getting marketers to think in terms of accounts is a modest but real change whose true significance is that it finally aligns marketers with how the way salespeople have worked all along. Of course, Miller is a master marketer, so we could just chalk up his claim to skill at attracting attention. So – like all good marketers – Miller has found a distinctive message that accurately distills what’s unique about his product.

MakesBridge Offers Powerful Features to Small Business Marketers

Customer Experience Matrix

Summary: MakesBridge offers a full set of marketing automation features with some special strengths that will appeal especially to small companies. I’ve written quite a bit recently about marketing systems for very small businesses – a category I’ve tentatively labeled “micro-business” and pegged at under $5 million revenue. This group of marketers has different needs from even slightly larger companies. It greatly expanded its features in 2010 and now offers a marketing automation system starting at $500 per month. MakesBridge is another contender.

Abandon Your Marketing Automation System!?

LeadSloth

I’m working on an interesting project right now: moving away from a marketing automation system. The plan is to go back to using only Salesforce.com with some cheap add-on tools for email, form submission and data quality. The company in question has used a comprehensive marketing automation system for about 2 years. In the early days it was used to sift through hundreds of new B2B leads per day to identify the valuable leads. How to Replace a Marketing Automation System? The Salesforce.com database has some big issues (e.g.

CRM 2

6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

The extraction features are important – at least to me – because they determine whether 6Sense qualifies as a “ customer data platform ” (CDP), a type of system I see as fundamental for future marketing. As a quick refresher, CDP is defined as “a marketer-controlled system that supports external marketing execution based on persistent, cross-channel customer data.” The part about “supports external marketing execution” is where data extraction comes in: it means that external systems can access data within the CDP for their own use. Formal release was in May 2014.

LeadForce1 Adds Mind Reading to Marketing Automation

Customer Experience Matrix

It combines this with standard B2B marketing automation features to provide better-qualified leads to sales people. The B2B marketing automation industry has reached the stage where product features are similar and companies compete primarily on business and marketing savvy. The company’s product touches the standard marketing automation bases: outbound email, landing pages and forms, lead nurturing, scoring and integration with Salesforce.com. Pricing is based on the modules purchased, number of users and number of leads.

NurtureHQ Offers "Dead Easy Marketing Automation". Is That Enough?

Customer Experience Matrix

New-ish marketing automation vendor NurtureHQ showed me its product recently. Clean interface, easy to use, all the standard marketing automation features. Definitely take a look if you’re in that market for that sort of product. NurtureHQ hopes to differentiate itself as “dead easy marketing automation”, which it arguably is. Before building its system, the company spent six months talking to current marketing automation users. But I’m beginning to think those marketers were really saying something else. It’s really nice.

How to Achieve Clean Data in B2B Marketing

It's All About Revenue

Editor's Note: Today's post comes courtesy of Amanda Nelson, Director of Marketing at RingLead , where she leads the content marketing strategy and execution. She has spent the last three years in content marketing and community management at salesforce.com and Radian6, and has a background in account management for interactive and full service advertising agencies. Even if you’re the best marketer in the world using stellar practices, over time, your contact data will decay. Leads are the oxygen in your database. years.

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