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Marketo Conference: Is Predictive Modeling The Future of Marketing Automation?

Customer Experience Matrix

Marketo held its annual Marketing Nation Summit this week, hosting 4,000+ clients and partners. The event seemed relatively subdued for Marketo – I didn’t spot one costumed character – but the over-all atmosphere was positive. The company made two major product announcements, expanding the reach of Marketo campaigns into mobile apps and display ad retargeting. Those struck me as strategically valuable, helping to secure Marketo’s place at the center of its users’ customer management infrastructure. By that standard, predictive analytics is still far from overcrowded.

Marketo Adds Custom Objects. It's a Big Deal. Trust Me.

Customer Experience Matrix

My first question when Marketo announced its new mobile app connector this week wasn’t, “What cool new things can marketers do?” But one of Marketo’s biggest technical weaknesses has always been an inflexible data model. Sure enough, when I finally connected with Marketo SVP Products and Engineering Steve Sloan, he revealed that the mobile data is being managed through a new custom objects capability – one that Marketo didn’t announce prominently because they felt Marketing Nation attendees wouldn’t be interested. Well, maybe a little.)

Mariana Uses Artificial Intelligence to Build Personas and Find Target Audiences

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Mariana has prebuilt integrations with Twitter, Facebook, Salesforce.com CRM, Pardot, Eloqua, and Marketo. Can computers understand an individual human’s personality (and then, presumably, use that understanding to better target marketing messages)? So the real challenge isn’t having the computer analyze your data; it’s having enough data for the computer to analyze. Pretty cool, I must say.

Marketo Conference: Small Changes, Big Picture

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Marketo wrapped up its three day Marketing Nation conference yesterday, having once more displayed its own marketing prowess by attracting national media attention (see here and here ) with an appearance by Hillary Clinton. But it''s Acxiom, not Marketo, doing the hard part of matching advertising audiences with identified individuals. My main reaction was, what’s new? Fair enough.

Evangelizing a Content Marketing Program

in CMI’s recent survey: ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY14 LEAD GENERATION Through the use of marketing automa- tion software such as Marketo and Sales- force, one can easily track and attribute. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently.

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

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The leaders quadrant in this sector is quite crowded, with Act-On , Eloqua , Pardot , and Marketo all jostling for position. Act-On, Pardot, and Genius specialize in smaller companies than Marketo or Silverpop, which in turn serve generally smaller clients than Eloqua or Neolane. Today I’ll present the third and (mercifully?) They have one to fifteen marketing automation users.

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

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Mintigo’s conclusion across 186,500 B2B companies was that just three percent were using the most common marketing automation systems: Oracle Eloqua , Marketo, HubSpot, and Salesforce.com Pardot. One extremely important caveat is that these figures are counting clients, not revenue: HubSpot has three times as many clients than Marketo but 10% less 2013 revenue. But take a closer look.

ZenIQ Account Based Marketing System Maps Buying Centers, Finds Data and Exection Gaps, and Recommends Actions to Fill Them

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They can add contacts to campaigns in Salesforce, Marketo, Eloqua, Hubspot, Pardot, or other systems with a standard API connection. When I first starting thinking about Account Based Marketing, I assumed that an ABM system would let marketers replicate at scale how sales teams manage key accounts: that is, to analyze each account in depth, set goals specific to that account, and then execute against those goals. Then I saw ZenIQ. Later this year, ZenIQ plans to release machine learning-based recommendations that will, in effect, generate the rules themselves.

VEST Report: Competition in B2B Marketing Automation Isn't About Features

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Otherwise, the top players have remained the same: Infusionsoft , HubSpot , Act-On , Salesforce Pardot , Marketo , Oracle Eloqua , and Adobe. The only major changes captured in the new report are the custom table abilities added by Marketo and Ontraport. - the real action is outside the products. Look here for more information or to make a purchase. products are pretty stable, too.

B2B Marketing Trends for 2016

social media, data analytics and adwords; and companies such as Marketo and Hubspot. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly.

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

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For example, a recent survey from Marketo and Ascend2 found that 14% of buyers rated marketing automation as clearly unsuccessful and only 25% rated it as very successful: again, there was a big intermediate group of 61% who said is was only “somewhat successful”. The author included a link to the source of that quote, but unfortunately it was broken (it has since been fixed). Only 23.7%

Oracle Buys Eloqua: Winners and Losers for B2B Marketing Automation

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More concretely, Salesforce now has to think long and hard about Marketo ’s future. The expectation has always been that Marketo would remain independent, eventually as a public company. demand generation systems salesforce.com marketo eloqua marketing automation industry oracleThis was a bit of a surprise, given that Eloqua just went public in August. Wouldn’t that be nice?

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Hive9 Marketing Performance Management Includes Customer Journey Optimization

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Standard integrations are available for Salesforce.com, Oracle Eloqua, Marketo , Google Analytics , Adobe Marketing Analytics , and other systems. This coordination includes both gathering data from multiple sources and sending messages through other systems. What the heck does that last sentence mean? Your next question, presumably, is where can I buy one? (Oh, you’re not that easy to sell?

Acquisitions Reshape the Marketing Automation Industry: Growth at the Bottom, Room in the Middle, Fog at the Top

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Marketo was mostly missing until they provided key figures in their earnings call this afternoon. Room in the Middle: Marketo''s client count increased just 36% from mid-2012 to mid-2013 (although they’re projecting 54% revenue growth for 2013 vs. 2012). We can no longer see the growth rates for mid-market heavy weights Pardot and Eloqua , but I’d be surprised if they beat Marketo.

B2B Marketing Trends for 2016

social media, data analytics and adwords; and companies such as Marketo and Hubspot. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly.

True Influence InsightBASE Simplifies Use of B2B Intent Data

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InsightBASE has standard integrations with Marketo , Oracle Eloqua , and Salesforce.com. Intent data is one of hottest topics in marketing today – see, for example, Oracle’s recent purchase of AddThis. But while the promise of intent data is irresistible – “reach prospects with demonstrated interest in your product!” – the reality is less appealing. Even setting aside issues of accuracy and coverage , there are problems with both advertising and email, the two primary applications for intent data. Intent-based email lists are obviously contactable but volumes are often quite low.

Lytics Adds Marketing Recommendations to a Customer Data Platform

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Execution systems on the list include Salesforce.com, Marketo, Eloqua, Act-On, Facebook, Twitter, Youtube, Demandware, Optimizely, Adobe Target, and most major email providers. It’s just over one year since I first spoke with Lytics *, which at that time was (accurately) calling itself a Customer Data Platform but had not yet released a beta version of its product.

Brightfunnel Gives B2B Marketers Self-Service Revenue Attribution

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The system also has connectors to bring in data from Oracle Eloqua and Marketo , marketing automation, which will often include marketing programs and leads that never made it into Salesforce. Marketing without revenue attribution is like playing golf without keeping score: it might be fun but you can’t tell whether you’re doing a good job. But this doesn’t always happen for many reasons.

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

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The current marketing automation leaders – Oracle Eloqua , Marketo , Salesforce Pardot , Silverpop , Act-On, etc. 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. think the answer is: probably not.

B2B Marketing Trends for 2016

social media, data analytics and adwords; and companies such as Marketo and Hubspot. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly.

Bombora Feeds B2B Data to Everyone

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One of the little patterns that caught my attention at last week’s Marketo conference was that several vendors mentioned using data from the same source: Madison Logic Data, which recently renamed itself Bombora *. The company was already familiar to me through clients who deal with it. But I had never gotten a clear picture of exactly what they do. To which you probably say, who cares?

Terminus Offers Targeted Display Ads for B2B

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Integration is currently available for Salesforce.com CRM, Marketo , and HubSpot , with plans to add Salesforce.com Pardot and Oracle Eloqua shortly. - ad inventory. Tuesday’s post on the Adobe Marketing Cloud illustrated the complexity of solutions that combine many marketing and advertising components. Nor does it address the challenges that users face in making sense of it all. pricing.

VEST Report: Latest Trends in Marketing Automation, and Where's My Hoverboard?

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This one isn’t so common yet, although Oracle Eloqua , Marketo , HubSpot and some others have announced some ad retargeting partnerships. I just finished the latest release of the B2B Marketing Automation Vendor Selection Tool , a.k.a. VEST Report. Less is more, I suppose. Of course, none of this is your concern, Dear Reader. Here’s what struck me. more micro-business vendors. social data.

6Sense Finds B2B Prospects Using Web Site Activities

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Standard integrations are available for Salesforce.com , Oracle Eloqua and Marketo. I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web. Since then, I’ve had a more detailed briefing, which clarified that their scope extends well beyond prospect lists to predictive models applied across all stages of the purchase cycle. We also clarified that users can extract company-level profiles including attributes (industry, revenue, etc.) and key activities (Web site visits, topics researched) and scores at both company and individual levels.

New Raab VEST Report: B2B Marketing Automation Will Reach $1.2 Billion in 2014

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This may be because the previous mid-market leaders, Marketo and Pardot in particular, have been focusing more on enterprise sales. I had thought that heavy funding would be necessary become a new market leader, which is the way Marketo, Act-On and HubSpot did it. But those that did provide information showed great growth in 2013, in most cases over the 50% I had predicted. billion.

Marketo Spark Targets Small Business Marketing Automation

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Marketo today announced the launch of Spark , a new brand aimed at small and mid-size business. Functionally, Spark is pretty much identical to the standard Marketo system. Most of these aren’t of interest to small business, and several involve additional charges even for Marketo’s regular packages. Spark starts at $750 per month with no annual contract, compared with Marketo’s $2,000 per month minimum and annual contract for its full-featured Professional Edition. Whether Marketo actually makes any money at this price is questionable.

What Makes a Good Marketing Platform? Rules for Platformality

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Lots of vendors have now taken to describing their systems as platforms – Oracle , Salesforce , IBM , Adobe , Marketo , HubSpot , InfusionSoft and even CallidusCloud. That Scott Brinker is such a devil. Last month he goaded me into coming up with a framework for relating marketing technology to business strategy , which I''ll present at the MarTech conference in August.

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Why Is B2B Marketing Automation Growing So Slowly?

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Last year, the top four industry vendors (Eloqua, Marketo, HubSpot, and Infusionsoft) added 49% more employees, compared with just 21% for the rest of the industry. Let me start by saying that the 50% revenue increase I’m projecting for B2B marketing automation in 2013 is a very healthy one. In actual dollars, the $250 million gain is much larger than the $175 million growth in 2012.

Marketo Raises Another $50 Million: Where Does the Money Go?

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Marketo this morning announced a new $50 million funding round, almost exactly one year to the day after raising $25 million in November 2010. All this new information begs for an update of the analysis of Marketo’s finances that I prepared last year. I won’t go into the same details, but the key figures for 2010 and 2011 are: This is good news, in that Marketo has managed to increase the all-important Revenue per Client figure. Remember that Marketo said it has $70 million cash on hand? marketo funding marketing automation industryThere’s some truth to that.

Marketo Files for IPO: Will High Growth Outweigh High Losses?

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Marketo made good today on its promise to file for an initial public offering (IPO). The S-1 registration statement gives considerable new information about Marketo’s business. Marketo’s other operating costs (research & development and general & administrative) are also high – 52% of revenue, compared with 35% for Salesforce.com and 33% for Eloqua.

Fliptop: A Customer Data Platform for Predictive Lead Scoring, Pure and Simple

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There are existing connectors for Salesforce.com, Marketo , and Eloqua and it’s fairly easy to connect with others. It’s been a while since I wrote about Customer Data Platforms , but only because I’ve been distracted by other topics. The CDP industry has been moving along nicely without my attention: new CDPs keep emerging and the existing vendors are growing.

More New Systems Challenge the Marketing Automation Status Quo

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Inbox25 also recently added a “contact stream” option, similar to Marketo’s engagement engine , that scans a prioritized list of content at regular intervals and sends each contact the highest-priority item they haven’t seen before. Last week’s post looked at newer marketing automation systems that focused on small businesses. Although this approach is popular, there are others.

MarTech Conference: Some Random Impressions and Interesting New Vendors

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I spent last Tuesday and Wednesday at the MarTech Conference in San Francisco, where close to 1,000 marketing technologists heard sage advice, shared experiences, and otherwise frolicked with their peers. It might just be me, but this MarTech felt a bit less intense – less tribal -- than the first, held last August in Boston. It might have been the larger crowd, more laid back West Coast audience, or that talking to so many exhibitors reduced the time attendees spent interacting with each other. Or maybe the second MarTech experience is inherently less ground-breaking than the first.

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

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You could make an interesting case for Marketo as a buyer – to gain market share and some good technology, while leveraging a stock valued at more than 10x revenue – but that doesn’t seem to be part of their strategy. The InterWebs were buzzing this morning with an Atlanta Business Chronicle article reporting that IBM is negotiating to buy Silverpop. My only reaction was, What the heck took so long? So it was a totally safe bet that Silverpop was fielding many offers as well. IBM as an acquirer also makes perfect sense. This makes Silverpop a perfect fit. So we’ll see.

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New Marketing Automation Report: Venture Funding is Key to Success

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We classify industry vendors into four groups: - micro business vendors (Infusionsoft and OfficeAutoPilot) - HubSpot (a category of its own because it’s not quite standard marketing automation and is big enough to treat separately) - enterprise vendors (Neolane, Aprimo, Silverpop, and Oracle) - core B2B marketing automation (everybody else: Eloqua, Marketo, Pardot, Genius, Act-On, et, al.)

How RightWave Solves the Marketing Automation Skill Shortage

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Still, the vendor comparison in our VEST report shows that RightWave’s core functionality – for lead generation, campaign management, scoring and distribution, and reporting – is on par with mid-tier leaders Pardot and Marketo. 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.