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

LeadSloth

Oracle has just acquired Market2Lead , one of the early Marketing Automation vendors. Everybody expected Salesforce.com to make a first move, but Oracle surprised us here :- ). 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. It seems that Market2Lead is migrating their customers to other solutions, at least, Eloqua’s announcement gives that impression.

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. Okay, now we can talk about Salesforce.com. demand generation systems salesforce.com marketo eloqua marketing automation industry oracle

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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CEO Geoff Rego explained some of the mechanics of the deal to me in a private conversation, but the details were not for publication.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 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.

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

It's All About Revenue

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 Salesforce.com as investors).  Oracle bought Market2Lead.  Demand Generation Eloqua funding Google Ventures hubspot investment Joe Payne salesforce.com Venture Capitalby Joe Payne | Tweet this. Much will be said over the next few days about HubSpot’s $32M Series D round.  Second there’ll be a wave of sober dialogue about what this investment means for HubSpot’s business. 

Do Small Businesses Need Marketing Automation?

Customer Experience Matrix

In addition, most small firms have pretty basic needs, so even the “light” editions of full-featured products like Salesforce.com can be overkill. Rather, the most successful small business systems tend to do one thing: think accounting ( Intuit Quickbooks), Web hosting ( Godaddy ), email services ( Constant Contact ) or CRM ( Salesforce.com ). 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.

My List of Demand Generation Vendors, and Who They Sell To

Customer Experience Matrix

Most offer a CRM option (typically priced at $10 to $20 per seat per month) for companies who don't want to pay for Salesforce.com. 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.

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.

The results of “best marketing company” are in

Fearless Competitor

Market2Lead had 53 votes. Salesforce.com had 2 votes. ???The results are in. Out of 480 votes in total. HubSpo t  was the winner, with 172 votes. Marketo with 97 votes. Genius.co m with 83 votes. Eloqua had 53 votes. Pardot had 5 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.

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 ). This contrasts with traditional demand generation pricing on database size and/or activity volume, but is the way sales automation systems like Salesforce.com are usually sold. But enhanced reporting was the most common improvement of all.

Aprimo Marketing Studio Supports Sophisticated Business Marketers

Customer Experience Matrix

For more on vendor classifications, see my list of demand generation vendors from last November.) In other words, Marketing Studio competes with high-end demand generation systems like Eloqua , Market2Lead and Neolane. Small digression: most business marketing systems are designed around data from a sales automation system such as Salesforce.com. Eloqua and Market2Lead are based on sales automation data, but can incorporate external tables. Salespeole working with Salesforce.com can see a list of their leads with priority ratings. You know who you are. Good stuff.

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. SFDC" stands for Salesforce.com.) Market2Lead and Marketbright also use the company data and links imported from Salesforce.com. Yesterday the final answer trickled in. This turns out not to be the case.

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

Customer Experience Matrix

Joe Moloney gave a more detailed answer about limits in Salesforce.com in particular, including lack of CAN-SPAM compliance and limits on mass emails. Is Salesforce.com a threat to vendors of marketing automation solutions? by Market2Lead CMO Kevin Joyce for a good statement of the separatist position.) As Joe Moloney was listing the limits that Salesforce.com places on mass access to client data, I recalled that these are in place fundamentally to avoid large analytical queries that could slow down response for all other users of the shared systems.

LucidEra Takes a Shot at On-Demand Analytics

Customer Experience Matrix

Rudin, who has plenty of experience with both on-demand and analytics from working at Salesforce.com , Siebel , and Oracle , saw not one but two obstacles to business intelligence: integration and customization. These are supported by standard connectors to Salesforce.com, NetSuite (where Rudin was an advisory board member) and Oracle Order Management. The question here is whether most demand generation systems ( Eloqua , Vtrenz , Marketo , Market2Lead , Manticore , etc.) Back in March, I wrote a fairly dismissive post about on-demand business intelligence systems.

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

Customer Experience Matrix

Salesforce.com easily dominates despite the presence of surprisingly capable free products like ZohoCRM and FreeCRM. It will also be competing with Eloqua, Silverpop and, perhaps most dangerously, the Market2Lead technology recently purchased by Oracle. Of course, the really big question is whether Salesforce.com will make a similar move. Summary: LoopFuse has launched a free entry-level version of its marketing automation system. It's one example of how vendors are now competing to attract new users. LoopFuse knows that, of course. rather than marketing automation.

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Demand Generation Vendor Traffic Rankings

Customer Experience Matrix

Judging from the press releases on their Web site, this may be due to a new release last October that added Salesforce.com integration. 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. But Eloqua , Silverpop and Marketo remain industry leaders. 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. How about it guys?

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!

First Look at New Marketo Release

Customer Experience Matrix

Major themes were greater access to detailed information, more precise targeting, and tighter integration with Salesforce.com. Products including Silverpop Engage B2B (formerly Vtrenz), Market2Lead and Marketbright also let marketers set up small, sequential campaigns and embed them in selection framework. In Marketo’s case, though, it’s less a matter of adding sales-type functions than tightening its integration with Salesforce.com. release of his flagship product, scheduled for March 3. The changes that Fernandez described seemed good but subtle.

Marketing Automation Vendor Consolidation: Lessons from History

Customer Experience Matrix

Of course, Oracle has already made its move by purchasing Market2Lead's intellectual assets. Salesforce.com is the big question and no one would be surprised to see them make an acquisition. Summary: consolidation isn't new among marketing software vendors. When campaign management systems consolidated in the late 1990's and early 2000's, most were bought by enterprise software companies. The pattern will likely repeat itself. This is a natural result of a maturing market, as technology-oriented pioneers are replaced by buyers less likely to research their options in depth.

Low Cost Systems for Demand Generation

Customer Experience Matrix

Act-On Software : a slightly different take, with strong Webinar support and an option to use its own low-cost sales automation system as an alternative to Salesforce.com Price starts at $499 per month. My own consideration set also includes Marketbright , Market2Lead , MarketingGenius , LeadLife , LoopFuse , LeadGenesys , , eTrigue and SalesFusion360 , although I haven't looked at all of those in detail. 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. Just kidding.or am I?)

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Social Media - Twitter - Measurement - Sales - Best of B2B Marketing Zone

B2B Marketing Zone Posts

Definitions for marketing leads for use in lead generation - Market2Lead , July 14, 2009. Salesforce.com Best Practices: Thought Leadership with David Taber, Author of Salesforce.com Secrets of Success - Modern B2B Marketing , July 30, 2009. Best of B2B Marketing. July 2009. The following are the top items based on social signals. Digital De-Tox: Some Lesser Known Tools for 2.0 Clarity - B2B Marketing Savvy , July 28, 2009. Lessons on Using LinkedIn for Lead Generation - B2B Lead Generation Blog , July 29, 2009. Why you need to build your Social Capital? Hot Topics.

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B2B Lead Management Market Heats Up

delicious b2bmarketing

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. Salesforce.com actually works well when there are marketing automation tools and processes feeding it with filtered and sales ready leads vs the other way around. But does the B2B need the same platform components as B2C?)

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. would also put another group — one more focused on helping marketing align with, support, and enable sales: firms like BrightMarket, einsof, Longwood Software, and Salesforce.com with their Saleforce Content offering, to name a few. We generate, score and manage leads to sales completion and integration with Salesforce.com. In fact, 88% said Web sites were important in helping them decide what to buy. Feel free to chime in if I did.