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7 Reasons Why Oracle's Market2Lead Acquisition Makes a Lot of Sense


Oracle has just acquired Market2Lead , one of the early Marketing Automation vendors. Market2Lead Probably Got A Good Deal. Market2Lead was one of the early Marketing Automation vendors. Actually in 2006, when I was a marketing manager at a software company in San Francisco, I selected Market2Lead as our Marketing Automation system. Selling the company to a well-known software company may be a very good outcome for Market2Lead (speculation, I have no inside information on this). The Market2Lead product has been developed using the Java programming language.

Oracle Buys Market2Lead Intellectual Assets

Customer Experience Matrix

Oracle tersely announced today that it had purchased the intellectual assets of demand generation vendor Market2Lead. This is an excellent fit for Oracle in that Market2Lead is a sophisticated product that is best suited to large, demanding marketing operations. Market2Lead CEO Geoff Rego explained some of the mechanics of the deal to me in a private conversation, but the details were not for publication. The effect is that those customers will have the option to stay with Market2Lead or migrate elsewhere over time.

Market2Lead User Interface: Attention to Detail Pays Off

Customer Experience Matrix

Summary: Market2Lead's revised user interface has plenty of refined details. I saw a demonstration of Market2Lead ’s new user interface last December, and they released it in February. It’s a good thing that Market2Lead moved more quickly than I did, because the new interface is a huge improvement. Market2Lead has posted an online demonstration. - Time flies.

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. But while many demand generation vendors simplify these features so marketers can run them for themselves, Market2Lead offers no such compromises. This is not to say that Market2Lead is especially hard to use. Let’s talk first about working with other company systems, because that strikes me as the most distinctive aspect of Market2Lead. But it’s just fine.

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. Rego has shown me a couple of approaches over the past few years, none of which quite worked out. But when we saw each other at Dreamforce last month, it seemed he had settled on a keeper. Members can block messages from a vendor if they wish.

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Oracle Integrates On Demand Marketing with On Demand CRM

Customer Experience Matrix

If I were more on the ball, I would have noticed that May 25 marked a full year since Oracle bought the intellectual property* of high-end B2B marketing automation vendor Market2Lead. Except for improved reporting, the features of the new Oracle product are pretty much the same as the old Market2Lead, which I last reviewed two years ago. So existing Market2Lead clients remained with the old company until it could migrate them to other marketing platforms. Once this is done, Market2Lead will complete its shutdown. Will competitors do the same?

Freelance Marketing Automation Consultant


I have hands-on experience with Marketo, Market2Lead, Pardot, Hubspot,, DemandTools, various Email Service Providers, multiple CMSs (Wordpress, Drupal), and a range of other tools. Tags: Demand Generation DemandTools drupal hubspot market2lead marketo pardot twitter wordpress This week I’m finishing up my day job as Sr Marketing Manager at Backbase, and will be available full-time for Marketing Automation Consulting. If you have Marketing Automation challenges, I’d love to hear from you ( or toll-free 1-888-4A-SLOTH). See you then!

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

Customer Experience Matrix

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. Still, they are much larger firms and do much more marketing than Manticore or Market2Lead. Interestingly, the other measure I found somewhat credible, IceRocket ’s count of blog mentions, ranks Alterian, Aprimo and Neolane considerably higher than Manticore and Market2Lead. How to choose?

Top-10 Demand Generation Vendor Blogs


Market2Lead Marketing Automation and Lead Management blog. The Market2Lead blog got a boost when Kevin Joyce joined the company. Tags: Demand Generation activeconversion eloqua hubspot market2lead marketbright marketo pardot reachforce readycontacts silverpop In my previous post I listed the Top-10 Demand Generation blog by marketers and consultants. Today I’ve put together a list of vendor blogs. In alphabetical order: ActiveConversion B2B Marketing Blog. This is my new discovery. Recently, they are writing more posts, and some good ones too!


What does the future hold in the marketing automation space?

Fearless Competitor

Things have been busy lately: Aprimo (a Find New Customers client) is acquired by Teradata Unica is acquired by IBM Market2Lead is acquired by Oracle Eloqua prepares to go public Now we wait for the other … Continue reading → Business relationships Leadership Leadership Lessons Management best practices Marketing Automation Sales-Marketing AlignmentLet’s shine up our crystal ball.

Because Email Just Isn’t Enough: Joe Payne on ExactTarget’s Acquisition of Pardot

It's All About Revenue

Three years ago, Oracle bought Market2Lead, a strong marketing automation solution targeting the business buyer. by Joe Payne | Tweet this I never thought I’d be an industry pundit. But marketing automation is an exciting space, and as many other large organizations, from Oracle to IBM, try to buy their way into the party, I’ve found myself commenting again and again on where the market is headed. ( One of these commentaries is even immortalized in David Meerman Scott’s latest edition of Real-Time Marketing & PR.). In this environment, batch and blast marketing doesn’t cut it.

Increase Lead-to-Sales Ratios with Effective Lead Qualification and Scoring

B2B Lead Blog

Thanks to Kevin Joyce at Market2Lead for his post earlier this week. In addition to learning about Market2Lead, we want to share with our readers one of their whitepapers, Increase Lead-to-Sales Ratios with Effective Lead Qualification and Scoring. In it Market2Lead’s CEO Geoff Rego walks through some key pieces to

Follow The Money To The CMO


Oracle: Buys Market2Lead in May 2010. How Tech Companies Are Setting Sights On The Swelling Marketing Budget. It began in 2009. Tech companies woke up and saw the growing role of technology in the marketing department – web analytics, marketing automation, social media, digital advertising and digital creation. The CMO’s budget was surging and the CIO’s was receding. Tech companies started to follow the money long before Gartner Analyst Laura McLellan boldly declared earlier this year: “by 2017, the CMO will spend more on IT than the CIO.”. And follow they did. So began the gold rush….

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7 Reasons You Can’t Afford to Ignore Lead Nurturing


Source: Market2Lead). As a marketer, your most important job is to generate leads for your business. But what good are those leads if they’re not managed properly? These 7 statistics show that if you’re not taking advantage of lead nurturing , you’re losing customers and revenue, and very quickly. Only 25% of leads are legitimate and should go to sales. 50% are qualified but not ready to buy. Source: Gleanster Research). Nearly half of your leads will not be ready for a sales call immediately after their first conversion. Source: SilverPop/DemandGen Report). Source:

6 Essential Nurturing Workflows For Every B2B Company


By sending your contacts workflows based on their buyer persona and life cycle stage, you’ll decrease your sales cycle by 23% according to Market2Lead. Not everyone is ready to buy your product or service the first time they come to your site and that’s okay. Offer a longer, gated piece of content, like an ebook or a guide, that relates specifically to you and your brand. The Key Takeaway.

Oracle Buys ATG: Bad News for Marketing Automation?

Customer Experience Matrix

Nor have I forgotten that Oracle already bought marketing automation vendor Market2Lead, plugging a different set of holes. So… Oracle bought ATG today for $6.00 per share or, as the press release puts it with charming nonchalance, “approximately $1.0 billion”. I can’t exactly say I told you so, since this particular pairing never crossed my mind. But if you look back at my “doughnuts and pizza slices” post on software acquisitions , it does make perfect sense. Since Oracle is already strong in offline ERM and offline analytics, ATG leaves Oracle just one slice short of a pie. nuff said.

Will Marketing Automation Be Free?


Industry consolidation is starting (Market2lead acquired, LeadGenesys refocused). Today announced a free version of their Marketing Automation system. Only about a month ago, Loopfuse also started offering a free version of their Marketing Automation system. What does this mean for companies interested in adopting Marketing Automation? How Much Is Free? Let’s first look at the features of the free versions: Loopfuse. Users. unlimited. Emails / month. 5,000. 2,500. Contacts. 2,500. 3,000. Pageviews / month. 100,000. unlimited. Support. community-driven.

Going Big on Small: Joe Payne on HubSpot’s $32M Round

It's All About Revenue

Oracle bought Market2Lead. by Joe Payne | Tweet this. Much will be said over the next few days about HubSpot’s $32M Series D round. The pattern of conversations will look something like this: First there will be a burst of emotion (observers will shout congratulations from the rooftops and laud HubSpot for attracting Google Ventures and as investors). Second there’ll be a wave of sober dialogue about what this investment means for HubSpot’s business. Then there’ll be speculation about the larger industry – who is next to get funded, who is next to get acquired. Facebook.

Do Small Businesses Need Marketing Automation?

Customer Experience Matrix

We’ve already seen this with Oracle ’s purchase of Market2Lead (now apparently embedded in the Oracle OnDemand CRM system) and, depending on how you look at it, in IBM ’s purchase of Unica. Summary: Vendors who target small businesses include provide functions beyond traditional marketing automation. This helps business owners who need to generate revenue as efficiently as possible. But larger firms need to be efficient too: so expect all marketing automation systems to eventually expand in similar ways. Reminder: you can upload the 150+ questions for your own RFP from

How Workflows Take Marketing Automation to the Next Level


Market2Lead also found that leads that go through automated workflows have a 23% shorter sales cycle. Lead nurturing is a crucial part of any effective marketing strategy. Because if you’re not managing your leads properly, you're wasting your time, marketing resources, and money. Workflows take lead nurturing to the next level. What Are Workflows, Exactly? 3) Using Workflows Saves Time.

What Your Sales & Marketing Teams SHOULD Be Talking About


In fact, according to Market2Lead , nurtured leads have a 23% shorter sales cycle. As marketers, we know how important it is to have strong alignment with our sales teams. But creating that alignment? It's not always so easy. We talk a lot about closed-loop marketing -- being able to tie every single lead, customer, and dollar back to the initiative that created it. So glad you asked!

Never Waste an Opportunity: The Value of Lead Nurturing

Tomorrow People

According to Market2Lead, the sales cycle is nearly 25% shorter for nurtured leads. When a new visitor arrives at your website, there are two ways to seize the opportunity and guide them to becoming customers. Both opportunities can evaporate in the blink of an eye without the proper systems in place. Lead Nurturing 101. The goal is to encourage both return visits and eventually, sales.

Demand Generation Usability Scores - Part 3

Customer Experience Matrix

Explicitly direct leads from one campaign to another Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B 1 1 1 1 0.5 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. Integrated a/b testing Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B 1 0 1 0 1 1 1 Rule-based content selection. These show Neolane, Market2Lead, Eloqua and Silverpop as the leaders. 1 0.5 0 1 0.5

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. Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B 0 1 1 1 1 0.5 Simple 2 4 4 6 6 2.5

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. This has more to do with the degree of personal selling (and after-sale service) than anything else. I also promised a blog post on the topic. Here it is. Incidentally, there's one more B2BU session left this year, in Seattle on December 1.

4 Failing Marketing Relationships You Need to Fix ASAP


Not only does nurturing leads shorten the sales cycle by 23% according to Market2Lead , but it also leaves your potential customers looking at your company as an ally, not a disturbance. You know when you’ve been in a bad relationship for so long that it’s almost impossible to end it? leave it like it is. Are you actually connecting with your customers through email? on marketing spend!

Top 32 B2B Marketing Posts and Hot Topics of Social Media Forecast

B2B Marketing Zone Posts

Buzz Marketing for Technology , April 6, 2010 When you think of lead nurturing platforms you typically think of firms like Eloqua, Marketo, Aprimo, LeadLife, Market2Lead, Silverpop, even is getting into the lead nurturing space. Best of B2B Marketing. April 2010. Great stuff this month in the world of B2B Marketing. The following are the top items from featured sources based on social signals. Power has gradually shifted over the past couple of decades from manufacturers (e.g. Some definitions are more complete than others. My 5 favorite B2B marketing numbers. I disagree.

9 Benefits of Lead Nurturing


Automate Nurturing Through the Sales Cycle - Market2Lead found that nurtured leads have a 23% shorter sales cycle. The same Market2Lead study found that nurtured leads have a 9% higher average deal size, showing that there is an opportunity to not only increase the number of sales but the size of sales using lead nurturing. Not yet doing email nurturing of your leads?

Hard Data to Justify Your Marketing Automation Investment

Customer Experience Matrix

The key finding here is that nurturing tripled the number of “slow” leads (taking longer than one month) that eventually reached Marketing Qualified status: with nurturing without nurturing % higher Fast Leads (MQL 20% 20% 0 Slow Leads (MQL>1 mo) 20% 6.67% 200% Market2Lead (before they were absorbed by Oracle ) told me they had analyzed their own customers' data and found: • 9% higher average deal size for nurtured leads vs. non-nurtured leads • 23% shorter deal time for nurtured than non-nurtured leads. Summary: So you want some hard numbers to prove the value of marketing automation?

New Guide is Ready

Customer Experience Matrix

A proper e-commerce site will be available shortly, but if anyone really can't wait, the salient details are: - 150+ point comparison matrix and detailed tables on: Eloqua, Manticore, Marketo, Market2Lead and Vtrenz, based on extensive vendor interviews and demonstrations - price: $595 for single copy, $995 for one-year subscription (provides access to updates as these are made--I expect to add more vendors and update entries on current ones). - I've been distracted this week by an unrelated client deadline, but the new Raab Guide to Demand Generation Systems is indeed complete.

Demand Generation Usability Scores - Part 1

Customer Experience Matrix

Select marketing assets from shared libraries Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B 1 1 1 1 1 1 1 Text search for assets. Text search for assets Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B 1 1 1 1 1 1 1 Share marketing assets across campaigns. Share marketing assets across campaigns Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B 1 1 1 0 1 1 1 Live templates for asset frames. But I quickly ran into a problem. Okay then.

Marketing Automation Trends for 2010


Kevin Joyce , CMO, Market2Lead. Kevin Joyce, CMO, Market2Lead ( @nivenor1 ). 2009 was the year in which Marketing Automation really took off. Several new vendors appeared on the market, many existing vendors experienced rapid growth, and Marketing Automation as a term gained popularity among B2B marketers. In this post I want to focus on the trends in Marketing Automation for 2010. I have asked many of the vendors, consultants and thought leaders to give their opinion. The response was overwhelming: see below for all 18 (!) predictions. Creation of buyer-centric content.

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

Customer Experience Matrix

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. Summary: Social media and access for sales people were the two big trends among demand generation vendors last year. But enhanced reporting was the most common improvement of all. Here’s a quick look at what I found.

Getting Closer to My Usability Ratings

Customer Experience Matrix

But I also knew that some of the vendors focused on complex programs ( Market2Lead , Marketbright and arguably Silverpop/Vtrenz ) embed similar-looking list-style campaigns within a larger flow logic. Marketbright and the new Market2Lead interface use an actual flow chart; Silverpop/Vtrenz uses non-visual rules. 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. You’re also spending way too much time worrying about my blog, although I appreciate the attention. But they hide it well.) Sorry.)

The results of “best marketing company” are in

Fearless Competitor

Market2Lead had 53 votes. ???The results are in. Out of 480 votes in total. HubSpo t was the winner, with 172 votes. Marketo with 97 votes. m with 83 votes. Eloqua had 53 votes. Pardot had 5 votes. had 2 votes. Bizzagent had 1 vote. Neolane had 1 vote. We readily acknowledge that this was not a scientific survey. But without question, it did highlight the best marketing companies. HubSpot is a superb marketing firm and Marketo is very good as well. Several of the others are strong too. And companies like Neolane are not very good marketers.

LeadTip: The new B2B Lead Exchange Service is launched

Fearless Competitor

Geoff Rego, who recently sold Market2Lead to Oracle, just announced this new company and invited me to help spread the word. Lead Generation Companies | LeadTip Launches. Jigsaw pioneered the idea of sharing contact information. Now LeadTip pioneers the idea of exchanging sale lead information. As the President of the B2B lead generation consultancy, Find New Customers , fresh ways of acquiring quality sales leads always interests me. We have a special offer for readers of this blog. Click here to get a special deal on LeadTip. Here are some comments from their blog. What do you think?

LucidEra Takes a Shot at On-Demand Analytics

Customer Experience Matrix

The question here is whether most demand generation systems ( Eloqua , Vtrenz , Marketo , Market2Lead , Manticore , etc.) I’ve now carefully reviewed my notes on this topic, and can tell you that Marketo and Market2Lead currently have this capability, while the other vendors I’ve listed should have it before the end of the year. Back in March, I wrote a fairly dismissive post about on-demand business intelligence systems. I still think that’s the case, but did revisit the topic recently in a conversation with Ken Rudin, CEO of on-demand business analytics vendor Lucid Era.