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Rating the Crowd-Sourced Marketing Software Review Sites

Customer Experience Matrix

What began as a whimsical “ landscape of landscapes ” led me to realize crowd-sourced review sites are the most common type of vendor directory, accounting for 15 of the 23 sources listed in my original graphic. The next question was coverage by the sites of marketing technology. sampled leading marketing automation vendors for different sized companies.

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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Raab Report: Financial Comparison of B2B Marketing Automation Vendors

Customer Experience Matrix

Coincidentally, I was already planning to write today about industry financials. I’ve been creeping in that direction with the previous two posts about revenues, growth rates, and market share. In a young industry like B2B marketing automation, the primary focus is growth, and I published some figures on that yesterday (repeated below). Good for them, and congratulations.

Mautic Offers Free, Open Source Marketing Automation

Customer Experience Matrix

The only real question about free, open source marketing automation from Mautic is what took so long. The core features of B2B marketing automation have been well understood for nearly ten years and prices have been dropping steadily for about the same time. But pricing will remain well below standard marketing automation products.

New Marketing Automation Options for Small Business in the VEST Report

Customer Experience Matrix

I’m revving up for the next edition of our B2B Marketing Automation Vendor Selection Tool (VEST) report, which will include six first-time entries. I’ve already written about two of those, Inbox25 and AutopilotHQ (formerly Bislr). Workflows can manage both marketing campaigns and internal projects. Pricing is modest: a blog post costs $50 with five day turnaround.

Raab Report: Act-On, Eloqua, Pardot, and Marketo Vie to Lead in Mid-Size B2B Marketing Automation Segment

Customer Experience Matrix

final installment in my series of posts on leaders in the different B2B marketing automation sectors, as determined by the ratings in our VEST report. I’ve saved the best for last, in the sense that the small to mid-size sector is the heart of the industry and its most complicated arena. This covers a broad range of marketing users with widely varied needs.

Why Is B2B Marketing Automation Growing So Slowly?

Customer Experience Matrix

Let me start by saying that the 50% revenue increase I’m projecting for B2B marketing automation in 2013 is a very healthy one. But still, as I noted last week, the growth rate is slowing – and for some vendors seems to have fallen considerably in the second half of 2012. Figures for other vendors are not publicly available but I've seen hints that several have slowed as well.

Bislr: A "Marketing Operating System" That Includes Marketing Automation As An App

Customer Experience Matrix

There was a really interesting discussion this week over on Scott Brinker’s ChiefMartec blog about the evolution of marketing automation systems into “platforms” that each support a swarm of satellite applications connected through open APIs. This means the platform strategy provides less value than many vendors and investors assume, although it may be needed for competitive parity.

SDL Buys Marketing Automation Vendor Alterian for $107 Million

Customer Experience Matrix

So, it turns out that while I’ve been obsessing over vendor selection workbooks, our friends at marketing automation vendor Alterian up and got bought last week by language technology vendor SDL for about $107 million. Why didn't somebody tell me? I’m most familiar with SDL as a Web content management vendor, although their financial statements show that just over 75% of their revenue comes from manual and automated language translation. The company had more than $300 million revenue last year and is nicely profitable.

Marketing Automation Buyer Survey: Many Myths Busted but Planning is Still Key to Success

Customer Experience Matrix

The marketing automation user survey I mentioned last March has finally been published on the VentureBeat site (you can order it here ). For example, industry deep thinkers often say that deployment failure has more to do with bad users than bad software. demand generation survey marketing automation preparation marketing automation success factors venturebeat survey

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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. So it’s not surprising that LeadLiaison prefers to be called something else – in their case, “revenue generation software”. I’m not sure exactly why they chose that term, apart from the fact that everybody likes revenue. Marketers who want to build their own content are also covered.

What Brain Research Teaches about Selecting Marketing Automation Software

Customer Experience Matrix

He makes a few key points, including the importance of non-conscious learning to drive everyday decisions (it turns out that people who can only make conscious, rational decisions are pretty much incapable of functioning), the powerful influence of irrelevant facts (for example, being exposed to a random number influences the price you’re willing to pay for an unrelated object), and the need to suppress emotion when faced with a truly unprecedented problem (because your previous experience is irrelevant). Selecting software (or marketing approaches) falls into the same category.

Teradata Integrates Its Marketing Automation Acquisitions for Enterprise Marketers

Customer Experience Matrix

Last year’s biggest marketing automation acquisitions were products for consumer marketing: ExactTarget by Salesforce.com , Neolane by Adobe , and Responsys by Oracle. Consumer marketers have had their own, highly sophisticated marketing automation systems for years. But it would be wrong to see these as expanding the industry to a new set of users.

New Marketing Automation Report: Venture Funding is Key to Success

Customer Experience Matrix

I released the 2012 edition of our B2B Marketing Automation Vendor Selection Tool (VEST) report today, an event that deserves more hoopla that I’ve given it. The VEST provides by far the most detailed, objective information available on industry vendors. There was some speculation last year that the micro-business vendors were growing the fastest. Myth busted.

RedPoint Offers Broad, Deep B2C Marketing Automation

Customer Experience Matrix

On days when I have nothing else to be cranky about, I sometimes fuss at how business-to-business software vendors hijacked the term “marketing automation” despite its long and relatively honorable history describing systems for consumer marketing. Oracle ’s recent agreement to purchase Eloqua reinflamed that wound, since much of the commentary ignored Oracle’s extensive existing suite of consumer marketing systems. The net result of all this harvesting by big buyers has been to clear the ground for the next crop of B2C marketing automation systems.

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Beanstalk Data Adds Service to the Marketing Automation Recipe

Customer Experience Matrix

Exploring a new marketing automation system is like biting into a bonbon: part of the fun is you never know what you’ll find inside. It provides all the basic B2B marketing automation functions: mass email, landing pages and surveys, behavior tracking, lead scoring, nurture campaigns, and CRM integration. loyalty systems marketing automation software beanstalk data

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.

LeadLife Bundles Services with Marketing Automation

Customer Experience Matrix

LeadLife released a completely rebuild version of its marketing automation system last month. But LeadLife – like many other marketing automation vendors – found its clients tend to design campaigns as flow charts. Probably more important, LeadLife has also bundled marketing services with its software. Other companies have taken a similar approach.

B2B Marketing Automation Industry Size and Segments

Customer Experience Matrix

As I mentioned yesterday, our new B2B Marketing Automation Vendor Selection Tool (VEST) asks vendors to estimate the number of clients in each of four size categories. But if you do want to consider all these vendors as one industry, the minimum adjustment to make is to account for differences in price. But not all of these are B2B marketers. The 26.7%

And Our Forecast of B2B Marketing Automation Revenue for 2013 is.

Customer Experience Matrix

I’ve just finished the latest update of our B2B Marketing Automation Vendor Selection Tool (VEST), available on the raabguide.com Web site. The VEST is our evaluation of industry vendors, aimed primarily at companies choosing a marketing automation system. We use two methods: Vendor revenues. First, I thought I’d explain where the figures come from.

Ranking B2B Marketing Automation Vendors: How I Built My Scores (part 1)

Customer Experience Matrix

Summary: The first of three posts describing my new scoring system for B2B marketing automation vendors. I’ve finally had time to work up the vendor scores based on the 150+ RFP questions I distributed back in September. This is a combination of features, usability, technology, and price. Vendor strength will be scored on a separate dimension.

Raab Report: OfficeAutoPilot, Infusionsoft and HubSpot Rate Highest in Marketing Automation for Very Small Business

Customer Experience Matrix

One of the most important features of our VEST report on B2B marketing automation systems is that it divides marketing automation users into distinct segments, each having a different set of needs. Many vendors – especially those who target the middle sector – also try to serve all types of companies, adding to the confusion. Our scoring reflects those priorities.

Selligent Brings a New B2C Marketing Automation Option to the U.S.

Customer Experience Matrix

I’m writing this post on my old DOS-based WordPerfect software, to get in the proper mood for discussing business-to-consumer marketing automation.* The late 1990’s were really the last time we saw major innovation in the B2C market, when vendors like Unica and Aprimo released their then-innovative systems to create lists for direct mail and, somewhat later, email campaigns.

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IBM May Buy Silverpop: B2B Marketing Automation and B2C Email Would Be Great Fit

Customer Experience Matrix

The other enterprise-level B2C email vendors ( ExactTarget , Responsys ) have already been bought at wondrously high prices, and every B2B marketing automation vendor I talk to tells me that potential investors are approaching them constantly. Although they bought B2C marketing automation leader Unica several years ago, they lack enterprise-scale B2C email engine and B2B marketing automation. The only surprise in this deal is the price, rumored to be about $270 million or 3x revenue. This makes Silverpop a perfect fit.

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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. If that sounds familiar, it’s because I recently mentioned similar claims from Net-Results , Act-On Software , and t Marketbright.

Marketo Spark Targets Small Business Marketing Automation

Customer Experience Matrix

So the news here is price. In other words, this is a price cut. To me, it looks like a reaction to the success of other low cost small business systems, including HubSpot , Act-On Software , and Pardot. HubSpot and Act-On have similar pricing to Spark, while Pardot runs a bit higher. Whether Marketo actually makes any money at this price is questionable. If Marketo simply wanted to lower its entry price, why bother to create a new brand? One reason is to try to avoid cannibalizing sales of its other, higher-priced editions.

Infusionsoft Gains $54 Million for Small Business Marketing Automation, Spends a Bunch on GroSocial

Customer Experience Matrix

Infusionsoft today announced it has acquired social lead generation vendor GroSocial. Starting price is $30 per month after a 30 day free trial. The system makes it easy for small business to generate leads through social marketing campaigns and track results. Implementation services go beyond training to actually setting up initial marketing programs.

The Real Cost of a Bad (Marketing Automation) Decision

Marketing Action

Before helping to found IQM (our marketing agency , which happens to use marketing automation software as a staple), I was involved in several marketing automation system implementations that had varying levels of success. cautionary tale about choosing marketing automation. The HaveItYourWay (HIYW) company had a small marketing team.

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How to Assess Marketing Automation Vendor Services Before You Buy - Yet Another Workbook

Customer Experience Matrix

I wrote yesterday about our new workbook for marketing automation cost estimates. Today I’ll describe the other one: evaluating vendor services. In terms of what you need, vendors offer three types of services: deployment: help with setting up your system support: help in operating your system after it’s deployed account service: help in growing your business. Buyers must understand those needs to know what they want a vendor to provide. marketing automation vendor selection marketing software evaluation

Vendor Selection: Writing a Good Requirements Document

Customer Experience Matrix

My last two posts (not counting this morning’s detour into Marketo-land) described common errors marketers make when selecting marketing automation systems. How did we come to this? I see two reasons: Marketers are like everybody else. Today’s marketers buy that way too. Marketers are marketers. But all is not lost.

How Much Does Marketing Automation Cost?

Modern B2B Marketing

by Jon Miller (@jonmiller) You are ready for marketing automation and are excited to get started. When building a business case for marketing automation , in addition to estimating the revenue growth and cost saving benefits, you’ll also need to understand the investment required to develop the other side of the business case. How Much Does Marketing Automation Cost?

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B2B and B2C Marketing Automation: Understanding the Differences

Customer Experience Matrix

As you might have guessed from my recent list of B2C marketing automation systems , I’ve recently been spending some time helping consumer marketers to select vendors. This is more a return than a departure: although I’ve written mostly about B2B systems for the past few years, my earlier work was largely in consumer marketing. Here are some observations - consumer marketers have to build databases; B2B marketers don’t. This is frustrating for consumer marketers, who see the huge variety, slick features, and attractive pricing of the B2B systems.

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2013 Marketing Automation Trends That Will Boost Your Social Media

WindMill Networking

Pin It Social Media and Marketing Automation: Looking for ways to integrate social media with traditional lead generation? This year was a good time in the budding romance between social media and marketing automation (MA) platforms. Consolidation might provide vendors with the resources to develop more complete sets of social media-related functions.

Marketing Automation: How to Choose the Right Software for Your Firm

Hinge Marketing

If you missed our previous article, Marketing Automation: What it is and How to Know if Your Firm Needs it , it may be helpful to read it before tackling this one. With so many marketing automation software solutions available, all with different capabilities and price points, it can be a daunting task to figure out which one is best for your firm.

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