Customer Experience Matrix

AUGUST 23, 2012

The non-specialist vendors such as IBM Unica and SAS, are not included in these figures but also have significant revenue in this segment. As before, vendors closer to the top have the most appropriate features for this segment, and those further to the right have the most similar customer base and company resources.

Eloqua 120

Eloqua Marketing Automation Services Lead Ranking Enterprise Management 120

Customer Experience Matrix

OCTOBER 11, 2020

Friday afternoon brought an unconfirmed Forbes report that communications platform Twilio is buying CDP Segment for $3.2 billion on roughly $300 million), 15x that Adobe paid for Marketo ($4.7 CDP Industry: Segment is/was the largest independent CDP vendor, although Tealium and Treasure Data are close.

Segmentation 276

Segmentation Marketing Management Buy Acquisitions 276

Customer Experience Matrix

FEBRUARY 1, 2012

It includes nearly 200 data points on 21 products, thumbnail sketches of each vendor’s strengths and weaknesses, and three industry quadrants showing leaders in different market segments. A year ago, the three largest core vendors were Eloqua, Marketo, and Genius, and Act-On was an also-ran. Specialization is increasing.

Marketing Automation Services 120

Marketing Automation Services Marketing Report Marketing Automation Automation 120

Customer Experience Matrix

APRIL 24, 2015

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.

Bombora 120

Bombora Co-Registration B2B Advertising Agencies 120

Customer Experience Matrix

JULY 11, 2011

One obvious question is whether different segments of the industry are growing at different rates. The micro-business segment is concentrated among three vendors: Infusionsoft and OfficeAutoPilot, which serve micro-businesses almost exclusively, and HubSpot, which estimates 50% of its clients are micro-businesses.

Marketing Automation Services 120

Marketing Automation Services Manticore Marketing Automation ActiveConversion 120

Customer Experience Matrix

NOVEMBER 4, 2014

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 lets users define and extract audience segments and can push alerts to execution systems as customers change audience segments in real time.

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Enterprise Management Marketing Management 120

Customer Experience Matrix

FEBRUARY 2, 2016

The system has prebuilt connectors to import data from popular vendors including Salesforce.com , Marketo , Hubspot , SAP , SugarCRM , and Facebook. Views can show results for user-defined segments. As I just said, Claritix’s chief function is assembling customer data from multiple sources.

Analysis 120

Analysis Marketing Analytics Tools Marketing Automation Services Salesforce.com 120

Customer Experience Matrix

JUNE 29, 2011

You probably saw ExactTarget ’s June 13 announcement of its strategic partnership with Marketo and Eloqua ’s June 21 announcement of its new AppCloud marketplace for connectors with other systems. In fact, the real head scratcher was why ExactTarget would deal with Marketo if it had ambitions to occupy the same central turf.

Eloqua 120

Eloqua Marketing Management Marketing Automation Services Lead Ranking 120

Customer Experience Matrix

FEBRUARY 13, 2014

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. million for Marketo.) As the Pepper Global slide suggests, different vendors are strongest in different customer segments.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

JUNE 27, 2014

Fliptop scores are loaded into a CRM or marketing automation system where they can be used to prioritize sales efforts and guide campaign segmentation. There are existing connectors for Salesforce.com, Marketo , and Eloqua and it’s fairly easy to connect with others. After the trial, clients are required to sign a one-year contract.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Reachforce 120

Customer Experience Matrix

MARCH 26, 2015

The system provides users with a multi-step process to import their data, select target segments, assign creative materials, set daily and/or total campaign budgets, define campaign end dates, and start executing campaigns. Terminus imports opportunity stage from the CRM system and can use this in segmentation. email-based targeting.

Paid Search Agency 120

Paid Search Agency Display Enterprise Management Marketing Automation Services 120

Customer Experience Matrix

JUNE 8, 2011

On one hand, I’ve seen plenty of systems that track customers through the buying process, including Eloqua , Marketo , Leadformix , Clear Saleing , C3 Metrics , and Encore Media Metrics. Rather, it lets users define any number of segmentation schemes and count the number of customers in each segment. This was intriguing.

Analysis 120

Analysis Eloqua Eye-Tracking Segmentation 120

Customer Experience Matrix

FEBRUARY 6, 2013

Sector revenues: We aggregate the vendor-provided client counts by industry segment (micro business, small business, mid-size business, and large business), which we multiply by the estimated average selling price in each segment. Of the other major vendors, Marketo and HubSpot have both been quiet recently.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Forecasting 120

Customer Experience Matrix

MARCH 16, 2016

Clients can build one set of personas for their entire customer base or create separate personas within segments based on company size or industry. Mariana has prebuilt integrations with Twitter, Facebook, Salesforce.com CRM, Pardot, Eloqua, and Marketo. You can call this Account Based Marketing if you like; Mariana does.

Ad Building 120

Ad Building Work Management Ideal Customer Profiles Marketing Management 120

Customer Experience Matrix

MAY 2, 2012

Because the micro-business segment is pretty distinct from the rest of marketing automation, the impact of the Demandforce acquisition will initially be limited to its direct competitors. Again, that’s down the road but it does put a ceiling on the pricing and growth prospects of companies currently serving those segments.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Small Business Marketing Vendors 120

Customer Experience Matrix

APRIL 9, 2014

x revenue, compared with the 6 to 7 x multiples paid for ExactTarget and Responsys by Salesforce.com and Oracle and the 14 x that Marketo commands in the stock market. Vocus announced on Monday that they were being acquired by private equity firm GTCR for $446.5 million in cash, a premium of 48% over their stock market price.

Marketing Automation Services 120

Marketing Automation Services Salesforce.com Purchase Paid Search Agency 120

Customer Experience Matrix

AUGUST 6, 2013

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.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

JULY 31, 2012

We distinguish four segments: micro-business with under $5 million revenue; small business with $5 to $50 million revenue, mid-size business with $50 to $500 million revenue, and large business with over $500 million revenue. It starts with the four largest B2B specialists: Infusionsoft, HubSpot, Marketo, and Eloqua.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Report Marketing Management 120

Customer Experience Matrix

FEBRUARY 5, 2015

What this says to me is that the all-in-one segment is more crowded and more mature than it has seemed. This one isn’t so common yet, although Oracle Eloqua , Marketo , HubSpot and some others have announced some ad retargeting partnerships. Okay, not zero: some companies surely do it better than others.

Marketing Automation Services 120

Marketing Automation Services Demand Generation Agencies Marketing Report Marketing Automation 120

Customer Experience Matrix

AUGUST 28, 2014

Standard integrations are available for Salesforce.com , Oracle Eloqua and Marketo. Users can define segments based on these or other attributes and export their related data to CRM, marketing automation, ad targeting, or Web personalization systems via file transfers or API calls.

Lead Ranking 120

Lead Ranking Activities Lead Scoring Marketing Automation Services 120

Customer Experience Matrix

JUNE 30, 2010

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. who are entering this market from a different direction.

Loopfuse 120

Loopfuse Marketing Automation Services Enterprise Management Marketing Management 120

Customer Experience Matrix

NOVEMBER 4, 2010

segmentation: users can define segments using a step-by-step query builder or by writing SQL. Contacts can enter a tactic from an assigned segment or flow from a previous tactic based on their response and a user-specified waiting period. It can also pull file segments and Salesforce.com campaign members as lists.

Salesforce.com 120

Salesforce.com Lead Scoring Lead Ranking Marketing Automation Services 120

Customer Experience Matrix

APRIL 2, 2015

A panel with Oracle , Salesforce.com and Marketo , where incisive questions from Chief Martech Himself Scott Brinker highlighted the different philosophies underlying each vendor’s marketing cloud and how few companies really deploy any cloud in full. - Persado wasn''t really new to me, but I''ve yet to review them formally.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

OCTOBER 10, 2012

The matching capabilities that initially caught my eye are just one part of a larger suite of functions to load, clean, standardize, merge, and enhance B2B data, ultimately storing it within a database where it can be used with SetLogik tools for segmentation, selection, reporting (including attribution), and predictive model-based lead scoring.

Enterprise Management 120

Enterprise Management Work Management Lead Ranking Marketing Management 120

Customer Experience Matrix

DECEMBER 8, 2011

Importing social data: loading social data into the marketing automation database so it can be used for segmentation, analysis, and sharing with salespeople via CRM integration. Plenty of third party applications can do this, so providing it within the marketing automation system is mostly a matter of convenience.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Social Media 120

Customer Experience Matrix

NOVEMBER 16, 2011

My last two posts (not counting this morning’s detour into Marketo-land) described common errors marketers make when selecting marketing automation systems. This would include segmentation rules, content creation, processing logic, CRM integration, lead scoring, and any other tasks required to run the program. How did we come to this?

Work Management 120

Work Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

JULY 10, 2013

Users can create lists and segments based on all contact properties, activities, email history, and custom fields. By contrast, the fourth trend seems to be driven by recognition that small business presents a huge opportunity. Emails are delivered through ExactTarget. There are no real multi-step campaigns, however.

Demand Generation Agencies 120

Demand Generation Agencies Marketing Automation Services Paid Search Agency Small Business Marketing 120

Customer Experience Matrix

DECEMBER 13, 2011

It's applied by Marketo , Pardot , Act-On Software , Genius , Net-Results , and many others. It’s also likely that a dominant approach will emerge within each customer segment. Simple systems let marketers get started with minimum preparation. But even then, one size won’t fit everyone.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

MARCH 23, 2011

The exceptions are small marketing agencies and business coaches, who form a major segment of successful micro-business marketing automation users. You may I recently pointed out that Eloqua , Marketo and Pardot all have about half of their clients with under $20 million revenue (but I suspect very few under $5 million).

Work Management 120

Work Management Marketing Automation Services Marketing Management Marketing & Strategy 120

Customer Experience Matrix

SEPTEMBER 24, 2018

One of the more jarring aspects in Adobe ’s briefing last week about its Marketo acquisition* were several statements that suggested Marketo and Adobe’s other products were going to access shared customer data. Not because Marketo is a bad product or it doesn’t fill a big gap in the Adobe product line (B2B marketing automation).

Enterprise Management 295

Enterprise Management Work Management Marketing Management Marketing Automation Services 295

Customer Experience Matrix

DECEMBER 3, 2008

By comparison, limited versions cost $1,500 per month for Marketo and $1,000 for Manticore Technology , and both charge $2,400 per month for their cheapest complete offering. Pricing details are published on their Web site – which is itself typical of SMB products.) This pricing is low even among SMB demand generation systems.

Demand Generation 120

Demand Generation Enterprise Management Small Business Marketing Pricing 120

Customer Experience Matrix

AUGUST 21, 2012

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. The VEST segmentation is based on company size, as measured by revenue. So we use it as a proxy for the other client differences.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Marketing Report Marketing Automation 120

Customer Experience Matrix

MARCH 19, 2015

This means that building a new model only requires using activity history to identify the client’s responsive accounts and finding which segments have the highest concentrations of those accounts. Lists of new prospects require simply taking names from the highest-scoring segments. Sounds pretty simple, eh?

Lead Ranking 120

Lead Ranking B2B Sales Work Management Marketing Management 120

Customer Experience Matrix

MARCH 3, 2017

CaliberMind ingests data from Salesforce Sales cloud and Marketo , Oracle Eloqua , Salesforce Pardo t, and HubSpot marketing automation systems. Marketing automation systems could get the same details but usually take more general information, such as persona codes used in segmentation. We’ll circle back to classification at the end.

Marketing Analytics Tools 120

Marketing Analytics Tools Marketing Automation Services Classified Ads Enterprise Management 120

Customer Experience Matrix

DECEMBER 22, 2015

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. Marketers can analyze results by marketing program, time period, customer segment, or other variables.

Marketing Automation Services 120

Marketing Automation Services Top of Funnel B2B Marketing Allocation 120

Customer Experience Matrix

MARCH 4, 2009

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.

Demand Generation 120

Demand Generation Lead Scoring Lead Ranking Manticore 120

Customer Experience Matrix

MARCH 2, 2009

A simple campaign would do this for a single product, offer, customer segment and region, while a complex campaign could involve several of each. 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.

Demand Generation 120

Demand Generation Lead Scoring Lead Ranking Manticore 120