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Are 70% of Marketing Automation Users Unhappy? Well, Not Exactly

Customer Experience Matrix

A recent piece in TechCrunch quoted me as saying that “almost 70 percent of marketers are either unhappy or only marginally happy with their marketing automation software.” Answers came from 159 marketing automation users. The quote refers to a question about how well marketing automation software met satisfaction and improved results, on a 1 to 5 scale.

Marketing Automation's Unhappy Users: Trouble in Paradise?

Customer Experience Matrix

As I mentioned in last week''s post , I’m writing a paper on stages of marketing automation deployment. The premise of the paper and Webinar is marketing automation has a problem: clients who don’t move beyond basic email functions are unhappy. So let’s look at some more data that illustrates the trouble in marketing automation paradise.

Oracle Buys Eloqua: Winners and Losers for B2B Marketing Automation

Customer Experience Matrix

Oracle announced today that it has agreed to purchase B2B marketing automation leader Eloqua for $23.50 per share, which comes to $871 million. The deal makes obvious sense, in that it gives Oracle a much stronger position in the fast-growing B2B marketing automation industry*. What if you're an enterprise marketer? Okay, now we can talk about Salesforce.com.

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Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

The Interwebs have delivered an unusually rich trove of data about the marketing automation industry in the past few weeks. Taken together, these provide a clearer picture than usual of the state of marketing automation. The reason is selection bias: most surveys are answered by people who are actively engaged in marketing automation.

Salesforce.com to acquire ExactTarget

Fearless Competitor

June 4/2013 It was announced this morning that Salesforce.com has reached an agreement to acquire ExactTarget. The combination of ExactTarget with Salesforce will create the market and technology leader in marketing. ExactTarget, a leading cloud marketing platform, is used by more than 6,000 companies including Coca-Cola, Gap and Nike to manage their digital marketing.

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.

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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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.

SalesForce.com Acquires ExactTarget

Volacci

The integration of web content management systems, marketing automation suites, social engagement platforms and CRM is quickly becoming a necessity in today''s business climate. The impact of the convergence of these technologies continues to grow, made evident today by the acquisition of ExactTarget by SalesForce.com. As a marketer, it''s exactly the kind of attention we need.

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.

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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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.

The Characteristics of a Marketing Automation Expert [Infographic]

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.

Marketing Automation News from Dreamforce: B2B More Integrated, B2C Stays Separate

Customer Experience Matrix

I spent the early part of this week at Salesforce.com ’s annual Dreamforce conference. The bad news was for B2B marketing automation. Conference presentations confirmed that Pardot, the B2B marketing automation system that Salesforce acquired as part of its ExactTarget acquisition, has been separated from the rest of ExactTarget and made part of the Sales cloud. There, Pardot is described only as providing lead scoring and nurture programs, which is a subset of what B2B marketing automation usually offers. Here are my observations.

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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. Here are thumbnails of the others. Most clients have fewer than ten employees.

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. The current marketing automation leaders – Oracle Eloqua , Marketo , Salesforce Pardot , Silverpop , Act-On, etc. But I digress.

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High Sales Efficiency Expectations with Marketing Automation [Infographic]

Sales Prospecting Perspectives

Sales Prospecting Perspectives is pleased to bring you a guest post from Brian Hansford , Director of Client Services and Marketing Automation Practice at Heinz Marketing. Demand generation has dramatically evolved from activity-based contact marketing to a core strategic function in organizations. Marketing Automation is a leading force in this evolution, and B2B marketers are rapidly increasing their acumen to provide a direct impact to revenue generation. Sales Alignment – Marketing Automation success relies heavily on alignment with sales.

Salesforce.com Announces Site.com Web Site Management: Will Marketing Automation Features Follow?

Customer Experience Matrix

Salesforce.com yesterday announced the launch of Site.com , an enterprise-class Web site management system. The news didn’t seem to get much attention, perhaps because Salesforce.com itself pretty much buried it. But Salesforce.com VP of Product Management Anshu Sharma did post a detailed explanation of the rationale on a Salesforce.com blog. And, as the two giants converge, the marketing automation industry stands between them like a mushroom, waiting to be crushed or gobbled up (if giants eat mushrooms). Here’s a piece from 2009.)

Microsoft Buys Marketing Automation Vendor MarketingPilot: Start of Something Big?

Customer Experience Matrix

Microsoft today announced the acquisition of marketing management system vendor MarketingPilot , which will become part of its Dynamics CRM group. MarketingPilot is best described as integrated marketing management for mid-tier companies. still doubt Salesforce.com will get the message any time soon, but maybe they'll start to reconsider. Financial terms were not disclosed.

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

Dreamforce 2011: Salesforce.com Will Leave Marketing Automation Alone. But Revenue Performance Management Might Be Another Story.

Customer Experience Matrix

I spent most of this week at Salesforce.com ’s Dreamforce conference. But I did notice about two years ago that pretty much everyone in the B2B marketing automation space was more or less assuming I’d attend. If the big question on the mind of the marketing automation industry has been whether Salesforce would launch its own product, the show provided what I consider to be a definitive answer: No (at least for now; never say never). All of which brings us back to B2B marketing automation. Peer pressure worked, and there I was. As a $2.1

How Should I Structure My Marketing Automation Team?

Modern B2B Marketing

In fact, football teams are a lot like marketing automation teams – you need talented players, of course, but you also need dedicated roles, internal coordination, and sound strategy. The Basic Structure of a Marketing Automation Team. Cloning programs and templates allows small teams to accomplish marketing automation on par with much larger companies.

Marketo’s Take on Salesforce.com’s ExactTarget Acquisition

Modern B2B Marketing

Author: Phil Fernandez Today, Salesforce.com announced plans to buy ExactTarget. Many of our customers, prospective customers and business partners may be wondering what this move means for Marketo, since we are a leader in the marketing software space and so many salesforce.com customers also choose Marketo as their marketing automation platform.

The Pond Just Got More Crowded: Google, Salesforce.com and Sequoia Invest in HubSpot

Customer Experience Matrix

Summary: HubSpot announced a $32 million investment yesterday by Sequoia Partners, Google and Salesforce.com. This could be a real game-changer in the small business marketing automation landscape. Salesforce.com and Google announced their long-anticipated entry into the marketing automation industry, in the baby-step form of investments in HubSpot.

Raab Report: Neolane, Aprimo, and Eloqua Rate Highest for Large Company B2B Marketing Automation

Customer Experience Matrix

These companies have large marketing departments that may manage hundreds of campaigns for different products in different locations. Our scoring reflects their need for special features for automated content selection, project management, complex lead scores, and tight control over the rights granted to individual users.

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. eTrigue officially announced its new DemandCenter marketing automation system on Tuesday, replacing an earlier product dating back more than five years. But marketing automation systems actually compete on more than ease of use.

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. In general, the market seems to reward growth over profitability, so these results may depress their price somewhat. This makes Silverpop a perfect fit.

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Can CRM Add-Ons Replace Marketing Automation?

Customer Experience Matrix

I’ve long believed that B2B marketing automation is just a passing phase: that, ultimately, B2B marketing automation systems will be absorbed into CRM systems instead of operating independently. It’s a view I discuss sparingly in public, since so many of my friends in the marketing automation industry have a vested interest to the contrary. Of course, the jackpot here is Salesforce.com. Neither matches the scope of even a mid-tier marketing automation product, but many of the “missing” features would be available in other Salesforce add-ons.

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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.

My Take: Salesforce Acquires ExactTarget, Continues Marketing Automation Industry Consolidation

Customer Experience Matrix

I''ve been in meetings all day and just emerged to hear that Salesforce.com purchased ExactTarget. They have been lacking large-scale email capability, which all types of sales and marketing departments require. They also get a toe-hold in B2C marketing and in marketing automation (via ExactTarget''s Pardot technology). I''d guess those were bonuses rather than primary drivers of the deal. Sure, Marketo ''s stock dropped 8.43% vs. yesterday''s close, on a pretty quiet day in the market (S&P down 0.62%, Oracle down 0.93%). Adobe , where art thou?

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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9 Things Marketers Need from Marketing Automation Vendors and Consultants – Part 1

ANNUITAS

Approximately 12 years ago, a new technology emerged and a new software category called “marketing automation” was born.  Since then, the marketing automation space has grown consistently and significantly, and is now is at the precipice of going mainstream.  According to SiriusDecisions ,  40% of organizations will own automation by the year 2016. For such a young and small market segment, it’s already quite crowded with many options. This needs to be addressed if marketing is going to meet the demand of today’s business. 2.    More transparency.

Is Salesforce.com a Player in Marketing Automation Software?

Webbiquity

Salesforce.com is the cloud computing darling of customer relationship management (CRM) software. They have significant control of mind share in that space, and their legacy in customer service and sales force automation software is strong. It is made up of sales, service and—wait for it—marketing! So, where does Salesforce.com stand as a marketing automation solution?

How Should I Structure My Marketing Automation Team?

Modern B2B Marketing

In fact, football teams are a lot like marketing automation teams – you need talented players, of course, but you also need dedicated roles, internal coordination, and sound strategy. The Basic Structure of a Marketing Automation Team. Cloning programs and templates allow small teams to accomplish marketing automation on par with much larger companies.

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.

Adobe Buys B2C Marketing Automation Leader Neolane: One Gap Filled, But Where's CRM?

Customer Experience Matrix

Adobe today announced plans to acquire Neolane , the largest remaining independent B2C marketing automation vendor (excluding email-focused providers like Responsys and Silverpop ). It reinforces suspicions that Adobe was the mystery bidder for ExactTarget mentioned last month by Salesforce.com. That frankly didn’t take much insight, but I’ll brag a bit more about having pegged Adobe as needing to add marketing automation as far back as this post in 2009 and again in 2010. Predictable or not, this deal does fill a gaping hole in Adobe’s marketing cloud.

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Why Are Marketing Automation Managers So Hard to Find?

LeadSloth

Even though some vendors have been around for almost 10 years, Marketing Automation is still relatively new. According to Forrester, only  2-5% of B2B firms have invested in full-featured Marketing Automation. Increasingly, B2B companies realize that Marketing Automation software requires skilled operators. But – if you decide to hire a Marketing Automation manager – what should you look for, and where do you find them? The situation with Marketing Automation reminds me most of Web Analytics. Email Marketing.

Getting Started Guide for Marketing Automation

The Effective Marketer

With all the (deserved) hype surrounding marketing automation, is no wonder that many companies, startups especially, are adding the technology as a key component to their marketing activities. Problem is, sometimes the rush to get the software installed and running ends up trampling the creation of processes, content planning, and other key ingredients that are necessary for a successful marketing automation implementation. But let’s say you got approval and have purchased the marketing automation software of your dreams. Happy automation!

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 Venture Funding: Profitable or Profligate?

Fearless Competitor

Lead Generation Companies | Analysis of marketing automation space – great guest post. Here we feature the marketing automation experts at Software Advice. SoftwareAdvice does great analysis of the marketing automation space. Their recent post is a superb analysis of the marketing automation industry. VCs invested over $3.96 and Unica.