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Oracle Buys Eloqua: Winners and Losers for B2B Marketing Automation

Customer Experience Matrix

Oracle does have an existing B2B marketing automation product, based on the technology it acquired from Market2Lead in 2010. Market2Lead was very good system, but it lacked the huge market presence that Oracle gains from Eloqua. More concretely, Salesforce now has to think long and hard about Marketo ’s future. The stock had been hovering around $17.50 Wouldn’t that be nice?

Eloqua 112

The Risky Business of Exclusive Reselling

Acquiring Minds

Marketo, one of TPG’s marketing automation vendors, supported TPG’s position on the exclusivity issue in this blog post by Marketo CEO, Phil Fernandez. In the marketing automation space, Market2Lead was aquired by Oracle  earlier this year. Last month, Eloqua terminated its reselling relationship with The Pedowitz Group, a marketing automation reseller.

First Look at New Marketo Release

Customer Experience Matrix

I’m going to diverge just slightly from my current obsession with usability to talk about a conversation I had today with Marketo President and CEO Phil Fernandez, who previewed the 3.0 In Fernandez’ view, this reflects a fundamental philosophical difference from his competitors: Marketo sees marketing as reacting to prospect-initiated behaviors, not executing company-driven interaction paths. Although I actually think that quite a few demand generation vendors share the Marketo philosophy, it’s still helpful to hear the distinction made clearly.

Freelance Marketing Automation Consultant

LeadSloth

have hands-on experience with Marketo, Market2Lead, Pardot, Hubspot, Salesforce.com, DemandTools, various Email Service Providers, multiple CMSs (Wordpress, Drupal), and a range of other tools. Tags: Demand Generation DemandTools drupal hubspot market2lead marketo pardot salesforce.com 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).

Follow The Money To The CMO

B2Bbloggers

Oracle: Buys Market2Lead in May 2010. Marketo:  Buys Crowd Factory in April 2012. 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.  And follow they did.  It started with Adobe’s purchase of web analytics company Omniture in 2009. So began the gold rush…. Buys Vitrue in May 2012. Portfolio or suite?

CMO 38

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. 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.

Demand Generation Usability Scores - Part 3

Customer Experience Matrix

Marketo gets a half point because it can direct leads to lists, which in turn feed campaigns, but not to campaigns directly. 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 3.5 6 5.5

Could Facebook become a Lead Nurturing platform?

Buzz Marketing for Technology

When you think of lead nurturing platforms you typically think of firms like Eloqua, Marketo, Aprimo, LeadLife, Market2Lead, Silverpop, even Salesforce.com is getting into the lead nurturing space. But Facebook? Element #2 – Email – the most critical element of a lead nurturing platform is email. Even conduct the sale with payment options like PayPal in the future. Tweet This!

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. It's no surprise that Marketo has the highest score. Build a campaign as a list of stages. Simple 2 4 4 6 6 2.5

LoopFuse Offers Free Marketing Automation System: Another Step Towards Industry Consolidation

Customer Experience Matrix

Marketo now calls itself a “the revenue cycle management company”, giving equal public weight to lead management, sales insight and analytics. But Marketo will also find itself competing with established marketing automation vendors like Aprimo , Neolane and Unica. It will also be competing with Eloqua, Silverpop and, perhaps most dangerously, the Market2Lead technology recently purchased by Oracle. Tags: infusionsoft Genius.com demand generation marketing automation loopfuse marketo freemium leadforce1 lead management eloqua silverpop pardot crm software

CRM 2

Marketing Automation Trends for 2010

LeadSloth

Kevin Joyce , CMO, Market2Lead. Manager, Inbound Marketing, Marketo. Kevin Joyce, CMO, Market2Lead ( @nivenor1 ). Manager, Inbound Marketing, Marketo ( @InboundMarketer ). 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. have asked many of the vendors, consultants and thought leaders to give their opinion.

Sales 19

New Guide is Ready

Customer Experience Matrix

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). - to order in the next few days, contact me via email at draab@raabassociates.com More details to follow.

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 Salesforce.com 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.

Best 14

Hard Data to Justify Your Marketing Automation Investment

Customer Experience Matrix

Marketo , in its Webinar Secret Sauce for Demand Generation , generously revealed its own results comparing nurtured vs. non-nurtured leads. Summary: So you want some hard numbers to prove the value of marketing automation? Here's a bunch. client asked yesterday if I had some benchmark information to justify the cost of her marketing automation project. This set off an hour-long scavenger hunt through my hard drive, followed by sporadic afterthoughts later in the day. Since this is a question that comes up pretty often, I figured I’d share some of the more useful results.

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.

The results of “best marketing company” are in

Fearless Competitor

Marketo with 97 votes. Market2Lead had 53 votes. HubSpot is a superb marketing firm and Marketo is very good as well. ???The results are in. Out of 480 votes in total. HubSpo t  was the winner, with 172 votes. Genius.co m with 83 votes. Eloqua had 53 votes. Pardot had 5 votes. Salesforce.com 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. Several of the others are strong too. And companies like Neolane are not very good marketers.

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

Customer Experience Matrix

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 ). At least three vendors (Eloqua, Marketo and Silverpop) introduced new features aimed at improving marketers’ ability to use social media. Market2Lead, Manticore Technology and Silverpop all introduced major interface upgrades.

Getting Closer to My Usability Ratings

Customer Experience Matrix

offering a white paper or promoting a Webinar) and the larger process of managing the flow of treatments. I’d already noticed that the simplicity-focused vendors ( Marketo , Infusionsoft , OfficeAutoPilot and, as of yesterday, Genius.com ) build their campaigns as a list of steps with no branching flows. (To be wholly accurate, some of them do permit limited branching within each step. 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.

Demand Generation Vendor Traffic Rankings

Customer Experience Matrix

But Eloqua , Silverpop and Marketo remain industry leaders. The leaders among demand generation systems are still Eloqua , Silverpop and Marketo. Summary: Based on Web traffic rankings, new demand generation vendors with low prices are gaining market presence. Pardot and (perhaps) Genius.com look particularly strong. 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. You can see that post here. Results are in the following table.

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

Customer Experience Matrix

Here are the questions I asked, with summaries of answers from the five vendors in the current Raab Guide ( Eloqua , Manticore Technology , Market2Lead , Marketo , Vtrenz ) plus two I’ll be adding shortly ( Marketbright and Neolane.) As usual, even though I’ve looked at these products in detail, I’m ultimately reporting what the vendors told me. Question Eloqua Manticore Technology Market2 Lead Marketo Vtrenz Market bright Neolane Is there a distinct company table linked in a one-to-many relationship with individual records? Yesterday the final answer trickled in.

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.) My impression was they did, but Rudin said that LucidEra created its lead analysis system precisely because they did not. 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. Problem(s) solved, eh?

Low Cost Systems for Demand Generation

Customer Experience Matrix

My new obsession with Twitter (follow me as @draab) has led to several messages from people who seemed to have trouble choosing between Eloqua and Marketo. This is a bit perplexing, since those products are at the opposite ends of the spectrum: Marketo being relatively low cost / limited functionality / easier to learn, and Eloqua being higher cost / richer functionality / takes more training. Marketo is certainly a fine product, but marketers should still look around before picking it by default. It shouldn't be hard to figure out which one suits you better. Read it here.]

Marketing Automation Acceleration service launched

Fearless Competitor

To address this problem, many businesses invest in sophisticated tools from marketing automation software providers such as Eloqua , Marketo , Silverpop , Pardot , HubSpot , Genius.com and Market2Lead. John Neeson of SiriusDecisions estimates that “less than 25% of those who have marketing automation are taking full advantage of the system’s functionality.&#.

Multi-Step Campaign Interfaces: A Quick Vendor Survey

Customer Experience Matrix

flow list Act-On Software x ActiveConversion x Eloqua x Infusionsoft x LeadLife x LoopFuse x Manticore Technology x Market2Lead (1) x Marketbright (1) x Marketo x Neolane x OfficeAutoPilot x Pardot x Silverpop Engage B2B x Treehouse Interactive x True Influence x (1) embeds simple list- based campaign in a larger flow chart. If you read this blog regularly (and who doesn't?), you know that I see a lot of demand generation systems. As a result, they tend to be quite certain that they have made the right decisions and are correspondingly unreceptive should I suggest otherwise.

Why’s that Ferrari collecting dust?

Fearless Competitor

But in trying to solve that challenge, companies make a fundamental error: The lack of high quality leads problem renders business leaders highly susceptible to the siren song of marketing automation companies, like Eloqua , Marketo , Silverpop , Genius.com , Market2Lead , HubSpot ,  Pardot and the like. The MarketingSherpa chart at right tells the story. agree. You need a race car.

Demand Generation Usability Scores - Part 4

Customer Experience Matrix

Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B complex 11 8.5 12 9.5 Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B Marketing Channels Beyond Email and System-generated Web Pages 0 0 0 1 0 0 0 dealer / channel management (register and co-promote with channel partners) 1 0 0 0.5 0 0 0 track RSS readership (publish RSS feeds and track who reads each item) 0.5 0 0 0 0 0.5 0 capture costs of Pay Per Click advertising programs directly from the vendor 0 0 0 0.5 0 0 0.5

B2B Marketing University: For Now, Marketing Automation and CRM Are Still Separate

Customer Experience Matrix

by Market2Lead CMO Kevin Joyce for a good statement of the separatist position.) typically include a CRM option for clients who don’t want to pay for a separate Salesforce.com or other license - firms aimed at larger installations ( Marketo , Eloqua , Pardot , Genius.com ) are providing widgets that give sales people direct access to marketing automation information. 3. Summary: Marketing automation and CRM systems may eventually converge, but for now marketers need help explaining why they need a system of their own. But there were a couple of topics that caught my fancy: 1.

Demand Generation Implementation Survey - Background Results

Customer Experience Matrix

nbr responses vendor 8 Marketo 6 Eloqua 3 Genius.com 3 LoopFuse 3 Pardot 2 Market2Lead 2 Treehouse Interactive 1 eTrigue 1 Vtrenz (Silverpop) 7 No Response 36 Another intriguing bit of contextual information is the deployment date of the systems. I've been having a dandy time analyzing the results of my Demand Generation Implementation Survey. Responses are still coming in but I thought I'd at least post some preliminary results to whet your appetite. Hopefully I'll be able to post a more substantive analysis tonight or tomorrow. This introduces yet another source of sample bias.

Twitter - Content - Lead Nurturing - Best of B2B Marketing

B2B Marketing Zone Posts

Marketo’s Ebook: A Lesson In Content Marketing - Direct Connections , August 10, 2009. The #1 Factor in Executing Effective Campaigns - Market2Lead , August 28, 2009. Marketo’s Ebook: A Lesson In Content Marketing , August 10, 2009. Best of B2B Marketing. August 2009. The following are the top items based on social signals. Twitter Analytics: Five Practical, Lesser Known Free Tools for B2B Professionals - B2B Marketing Savvy , August 31, 2009. How B2Bs can Improve SEO by Avoiding Duplicate Content - Modern B2B Marketing , August 18, 2009. Need Content? August 23, 2009.

B2B Lead Management Market Heats Up

delicious b2bmarketing

Most recently, Marketo just announced their lead management solution. The problem is: these platforms are heavy on campaign design, execution, and reporting and light on lead management. 4) “Pure play” lead management – this group is lead by Eloqua , but there are a LOT of firms throwing their hat into this ring including Vtrenz, Hubspot, Manticore, Market2Lead, Marketo, LoopFuse, einsof, iHance, Precience, among many others. work for a company called Pardot, which offers a service similar to Marketo. But does the B2B need the same platform components as B2C?)

B2B 0

Demandbase: A New Twist In The Lead Management Automation Market

delicious b2bmarketing

would put the lead management automation crop here: Eloqua, Loopfuse, Manticore Technologies, Market2Lead, Marketo, and Vtrenz. Home Forrester Research « I was recently briefed by | Main | Going Corporate » August 26, 2008 Demandbase: A New Twist In The Lead Management Automation Market [Posted by Laura Ramos ] In a recent survey of over 2100 IT professionals who buy or recommend telecom and networking solutions, we found buyers turn to peers and colleagues first, followed by vendor, industry trade, or professional Web sites, to inform their purchase decisions. Alive and Kicking!