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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? Marketing Automation Jobs.

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. But unlike most vendors, Beanstalk typically builds the scoring rules for its clients rather than leaving the clients on their own.

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Dreamforce 2009: Engaging Effectively with Social Networks using Salesforce.com

Modern B2B Marketing

In the demo, a salesforce.com rep tweeted out about a product issue. They were then able to tweet back with a link to the solution, solving a support issue without ever leaving Salesforce.com. Learn more in our Press Release: Marketo Connects Social Media With Marketing Automation.

Marketing Features in Salesforce.com Winter 10

Modern B2B Marketing

Once again Salesforce.com has delivered a great set of new features for Marketers in the Winter 10 release. In addition, you can now run campaign member workflows, triggers, and validation rules upon import of a campaign using the campaign member import and update wizards.

Salesforce.com Best Practices: Thought Leadership with David Taber, Author of Salesforce.com Secrets of Success

Modern B2B Marketing

David is the author of the new Prentice-Hall book, " Salesforce.com Secrets of Success ," which covers the people, policy, and process issues surrounding effective CRM solutions. David is the CEO of SalesLogistix, a specialist Salesforce.com implementer focused on improving business processes for Sales and Marketing alignment and effectiveness. The next interview in the B2B Marketing Thought Leader interview series is with David Taber.

Genius.com Accelerates The Close Part 1 - Smashmouth Product Review

Smashmouth Marketing

Both have the ability to do email marketing, website tracking, instant web visitor notification, visitor session replay, and have salesforce.com integration.

Genius.com Accelerates The Close Part 1 - Smashmouth Review

Smashmouth Marketing

Both have the ability to do email marketing, website tracking, instant web visitor notification, visitor session replay, and have salesforce.com integration.

Right On Interactive's 5Buckets Simplifies Multi-Channel Messaging

Customer Experience Matrix

Summary: Right On Interactive's 5Buckets connects lists from external customer management systems with many types of output vendors (email, print, fax, text message, automated voice). It's a low-cost, easy-to-use alternative to more powerful marketing automation systems for companies who don't need other marketing automation features. But time intervals between steps must still be built into the external selection rules.

First Look: Genius.com Adds Nurturing Campaigns to MarketingGenius

Customer Experience Matrix

The product was soon extended to integrate with Salesforce.com and to let the proxy server add Genius-generated popups that display personalized messages or offer an online chat. Later, the company added MarketingGenius, which lets marketers send email on behalf of salespeople and can react to Salesforce.com workflow rules. Genius Enterprise expands the company’s beachhead in marketing by adding automated lead nurturing and lead scoring.

Active Conversion Offers Strong Lead Management and Leaves Out the Rest

Customer Experience Matrix

The classic demand generation cycle starts with an outbound email campaign, captures replies on a landing page, scores the responses, and then sends qualified leads to a sales automation system and keeps the others for more nurturing. ActiveConversion assumes that other attributes will be stored in the external email system or Salesforce.com, and any selections using those attributes will be done in those systems.

Net-Results Simplifies Demand Generation for Small Business

Customer Experience Matrix

When Net-Results ’ showed me their marketing automation system, the demonstration ended so quickly that I wondered what was missing. Prospects enter Net-Results from external Web forms (more about that later), file imports, manual data entry, or Salesforce.com synchronization. The actions themselves can send an email, adjust a lead score, or send the lead to Salesforce.com. They can also take actions including sending the lead to Salesforce.com and issuing an alert.

OfficeAutoPilot: Simple, Powerful, Low Cost Demand Generation for Small Business

Customer Experience Matrix

My personal definition of demand generations systems (see Introduction to Demand Generation Systems from the Raab Guide site) explicitly states that they do not incorporate sales automation. See Should Demand Generation and Sales Automation Be Separate Systems? OfficeAutoPilot from MoonRay LLC is another small-business-oriented product that combines marketing and sales automation. Dispositions can be tied to rules to automate follow-up actions.

Act-On Software Does List-Based Demand Generation

Customer Experience Matrix

In most ways, working with Act-On is like working with other products: users build emails, landing pages and Web forms; track activities through page tags and cookies; do scoring and segmentation with activity history and lead attributes; and pass qualified leads to Salesforce.com. Scoring rules are pretty simple, but can both reference lead attributes and activities, and are updated in real time as new data arrives.

Treehouse Interactive MarketingView Combines Demand Generation with Campaign ROI Tracking

Customer Experience Matrix

I originally spoke with Treehouse Interactive in late January, but didn’t write about them because weren’t quite ready to talk about their Salesforce.com integration. It’s actually quite a long story, dating back to the company’s initial sales automation system in 1997, followed by its MarketingView demand generation product in 1999. The system is a little above-average in that emails can contain if/then rules to display different images based on differences in lead data.

SiteCore Adds Analytics and Marketing To Web Content Management

Customer Experience Matrix

Channel-specific marketing automation is less appealing but should help to keep marketing automation vendors on their toes. I commented last month that more Web content management system (CMS) vendors are adding marketing automation features. Otherwise, the company must rely on one team of workers to add new content and a separate team to incorporate the new content into the scoring rules.

How Demand Generation Systems Handle Company Data: Diving into the Details

Customer Experience Matrix

SFDC" stands for Salesforce.com.) In the case of the first question, which is a restatement of the original question about whether a separate company table exists, “yes” answers must be extended to clarify whether the link between that table and the individual records is imported from Salesforce.com or can be set within the demand generation system. Market2Lead and Marketbright also use the company data and links imported from Salesforce.com.

First Look at New Marketo Release

Customer Experience Matrix

Major themes were greater access to detailed information, more precise targeting, and tighter integration with Salesforce.com. But since this by itself won’t coordinate the separate campaigns, Marketo also lets users set up other campaigns (which sound suspiciously like flow charts, although they are not displayed that way) whose rules send prospects to one campaign or another. Tags: usability assessment marketing automation marketo lead management demand generation

Infusionsoft: Impressive Marketing Power for a Very Low Price

Customer Experience Matrix

Now we come to Infusionsoft , which offers marketing automation, CRM and ecommerce for as little as $199 per month. The fifith core function, integration with Salesforce.com , is not provided because Infusionsoft has its own sales automation capabilities. If advanced lead scoring or Salesforce.com integration are show stoppers for you, then read no further. If not, the marketing automation functions in Infusionsoft are worth considering.

Marqui Combines Content Management and Demand Generation

Customer Experience Matrix

Marqui’s VP Marketing Richard Sharp defines “marketing automation” as the combination of Web content management and campaign management. lists) by building rules; these can incorporate behaviors, such as email responses and Web page visits, as well as attributes and form responses. However, the rules cannot reference membership in other groups, which makes some things harder. Summary: Marqui started as a Web content management system and then added basic demand generation.

LeadLife Mixes Advanced and Simple Features

Customer Experience Matrix

It offers many features that appeal to large marketing departments: fine-grained user rights management, rule-based content selection, multiple scores per lead, central processes to score leads and transfer them to sales, APIs to integrate with external Web forms, campaign cost tracking, detailed ROI reporting, and project management with tasks. One way to explain this particular mix of features is to note that LeadLife’s founders previously sold sales automation software.

DemandBase Creeps Up the Value Chain

Customer Experience Matrix

It can also import a client’s list of target accounts from Salesforce.com and issuing alerts when those companies visit. DemandBase plans to continue adding value, possibly by pushing automated messages to selected visitors. This means that sales and marketing have to agree on rules for who does what—requiring considerably more cooperation than just throwing a lead over the wall once it's deemed “qualified”. I had a nice little chat with DemandBase two weeks ago.

True Influence Opens a Window into Future Demand Generation

Customer Experience Matrix

For example: - emails and Web forms can be personalized with lead data, but don’t incorporate rule-selected content blocks. - The system does simplify the diagrams a bit by embedding the decision rules within the lines that link the icons instead of creating separate decision icons. True Influence has existing integrations with Salesforce.com and SugarCRM. People develop new products because they feel they can offer something existing products do not.

How to Compare Demand Generation Vendors: Choosing Summary Measures

Customer Experience Matrix

Categories for the self-evaluation seem pretty obvious: they would be the standard demand generation functions (outbound email, landing pages and forms, nurturing campaigns, lead scoring, and Salesforce.com integration), maybe a menu for less standard functions (e.g. build decision rules from prebuilt functions for specific situations, such as ‘X web page visits in past Y days’.

Marketing Features in Salesforce Summer 09

Modern B2B Marketing

There are many new features for marketer to check out in the Summer 09 release of Salesforce.com. After July 2009, you can create Custom Fields on Campaign Member Records. Other new features include: Auto-response email and updates are now available in Salesforce.com, which means you can set up automated emails & field updates based on campaign member behavior and attributes using workflow rules.

Gainsight Gives Customer Success Managers a Database of Their Own

Customer Experience Matrix

As Gainsight sees it, this makes them the post-sales analogue to marketing automation systems (which manage acquisition) and CRM systems (which manage sales)*. This will help users define the rules that drive alerts.

B2B Marketing ROI

delicious b2bmarketing

Written by Adam Blitzer April 14, 2009 at 10:00 am Posted in Email Marketing Tagged with deliverability , Email Marketing Reputation Monitoring with Twitter leave a comment » Like blogging before it, Twitter has pushed us even further into an era of an unprecedented for reputation monitoring.

B2B 1

SiteCore Migrates from Web Content Management to Cross-Channel Customer Engagement

Customer Experience Matrix

In other words, SiteCore has been steadily executing on the strategy they described in 2009. The other important difference is decision rules. SiteCore doesn’t talk about them much, although does deliver them in the form of campaigns flows and dynamic content rules.

Sales Lead Management: Thought Leadership with Aaron Ross

Modern B2B Marketing

The next interview in the B2B Marketing thought leader interview series is with Aaron Ross, formerly with salesforce.com and founder of PebbleStorm:CEOFlow. Where better to learn that than doing sales at salesforce.com? In The Fatal Mistake Boards and VP Sales Will Make In 2009 Planning , I discuss how lead generation causes new customer acquisition and salespeople fullfill it.

Right On Interactive Offers Lifecycle Reporting

Customer Experience Matrix

It could supplement a traditional marketing automation system or perhaps replace one. Since then, Right On has expanded its functions, dropped the 5Buckets name, and repositioned itself as a marketing automation alternative focused on “customer lifecycle marketing”.

Aprimo Marketing Studio Supports Sophisticated Business Marketers

Customer Experience Matrix

Small digression: most business marketing systems are designed around data from a sales automation system such as Salesforce.com. Eloqua and Market2Lead are based on sales automation data, but can incorporate external tables. This starts with the core functions of any business marketing system: outbound and multi-step email campaigns, landing pages, Web behavior tracking , lead scoring, Salesforce.com integration, reporting and content management.

Treehouse Interactive Refines Its Features and Targets Larger Firms

Customer Experience Matrix

Summary: Treehouse Interactive has been slowly enhancing its marketing automation system with features that appeal to experienced users. Its new clients are larger firms and half are switching from another marketing automation product that they found inadequate. A bit of background: Treehouse’s started in 1997 with the Sales View sales automation product. It added Marketing View marketing automation in 1999 and Reseller View partner management after that.

B2B Lead Generation Blog: Closed Loop Feedback: The Missing Lead Generation Huddle

B2B Lead Generation Blog

Neither Salesforce.com nor Sugar CRM are. B2B Lead Generation Blog About Free Resources Get FREE Updates Instantly Get A FREE Chapter from my book.