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Marketo Aims to Simplify Demand Generation

Customer Experience Matrix

Functionally, it covers all the demand generation bases: outbound email, landing pages, Web site monitoring, lead scoring, multi-step nurturing programs, prospect database, analytics, Salesforce.com integration. It even adds A/B testing for landing pages, which you don’t see everywhere. The system can also add the lead to a Salesforce.com database, assign or change the owner in Salesforce.com, and create a Salesforce.com task.

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. Market2Lead’s approach to Web pages is more flexible: users can either build and serve Web templates within Market2Lead, or they can embed Market2Lead tags in externally-hosted pages.

New Marketing Automation Options for Small Business in the VEST Report

Customer Experience Matrix

The system has an impressively broad scope, adding full Web site creation to the usual all-in-one mix of email, lead scoring, landing pages, and CRM. While GreenRope is new to the VEST report, the company itself was founded in 2008.

Optify Lets Agencies Provide Small Business with Marketing Automation, Distributed Marketing, and Sales Enablement

Customer Experience Matrix

Optify was founded in 2008 and launched its original product, a search engine optimization (SEO) tool, about a year later. The system can also create Facebook landing pages and track visitors to them. CRM integration is currently limited to sending data to Salesforce.com.

Act-On Software Does List-Based Demand Generation

Customer Experience Matrix

If you look at the Web site of Act-On Software , you’ll see a typical set of demand generation features: email marketing, demand generation (equated with landing pages and forms), lead nurturing, Website visitor tracking, channel (partner) marketing, and lead scoring. They can also create a registration page and form, auto-response message, invitation emails, reminders and follow-up emails. But remember that channel marketing listed on the home page?

Act-On 120

True Influence Opens a Window into Future Demand Generation

Customer Experience Matrix

In a third stage, variety diminishes as widely successful approaches become templates for standard configurations. Lead scores can be based on just a few attributes and activities: industry, job title, company size, location, lead source, email status, activity indicator, most recent activity date, and visits to specific Web pages. The system includes a resource library for both internal assets (templates, emails, Web forms, etc.)

LeadLife Mixes Advanced and Simple Features

Customer Experience Matrix

But it lacks other features that are equally advanced: approval workflows, templates linked to deployed content, split tests, campaign actions to update data values, support for channels beyond email, and, most important, any way to direct leads from one campaign to another. Emails, landing pages and Web surveys all support rule-driven content selection, which lets the system send different messages in different situations even without conventional branching.