Customer Experience Matrix

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 The deal makes obvious sense, in that it gives Oracle a much stronger position in the fast-growing B2B marketing automation industry*.

Eloqua 106

Ranking B2B Marketing Automation Vendors: Part 2

Customer Experience Matrix

Summary: Yesterday's post described the objectives of my product fit scores for B2B marketing automation vendors and how I set up the original weighting for individual elements.

Trending Sources

More New Systems Challenge the Marketing Automation Status Quo

Customer Experience Matrix

SimplyCast is yet another multi-channel system, although it was designed that way from its start in 2010 and – quite unusually these days -- uses its own messaging tools rather third party systems. Last week’s post looked at newer marketing automation systems that focused on small businesses.

Predictions for B2B Marketing in 2011

Customer Experience Matrix

Summary: 2011 will see continued adjustment as B2B lead generators experiment with the opportunities provided by new media. Mainstream B2B marketers will purchase marketing automation systems in large numbers, having finally heard about it often enough to believe it's worthwhile. I don't usually bother with the traditional "predictions for next year" piece at this time of year. But I happened to write one in response to a question at the Focus online community last week.

SMB 41

Don't Fix Your Marketing Process

Customer Experience Matrix

The always-insightful Adam Needles is running a series of blog posts this week that summarize the “real state” of B2B demand generation. So far, his main points have been that the role of B2B marketing has expanded to cover the entire buying cycle from initial lead generation through closed deals and that new technology must be accompanied by changes in people, process and content to have an impact.

B2B Marketing Automation Industry Size and Segments

Customer Experience Matrix

As I mentioned yesterday, our new B2B Marketing Automation Vendor Selection Tool (VEST) asks vendors to estimate the number of clients in each of four size categories. This represents a 50% growth over my estimate for 2010. But not all of these are B2B marketers.

Ranking B2B Marketing Automation Vendors: How I Built My Scores (part 1)

Customer Experience Matrix

Summary: The first of three posts describing my new scoring system for B2B marketing automation vendors. I’ve finally had time to work up the vendor scores based on the 150+ RFP questions I distributed back in September.

How Big Is the B2B Marketing Automation Industry?

Customer Experience Matrix

Summary: Here are my estimates for the size of the B2B marketing automation industry, broken down by customer segments. I've been working madly on my new report on B2B marketing automation vendors. These methods all yield similar figures -- around a $200 million in revenue for 2010. That said, here's an excerpt from the report: Revenues for B2B marketing automation systems (excluding related services) were $200 million in 2010, according to Raab Associates estimates.

Raab Report: B2B Marketing Automation Revenues to Hit $525 Million in 2012

Customer Experience Matrix

I’ve just released the latest edition of my B2B Marketing Automation Vendor Selection Tool (VEST), which contains detailed analysis of all 22 B2B marketing automation systems. I put this at $325 million for 2011, a 50% increase from 2010.

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

Customer Experience Matrix

Of course, the entry of as a direct competitor has long been the worst nightmare of B2B marketing automation vendors, who exist largely because doesn’t give marketers what they need.

List of Mid-Tier Business-to-Consumer Marketing Automation Systems

Customer Experience Matrix

The world clearly has more B2B marketing automation vendors than it needs – my master list of demand generation products includes two dozen. Portrait Software – purchased by Pitney Bowes in July 2010 and now part of the Pitney Bowes Business Insight group, along with former MapInfo and Group 1 Software products. By contrast, mid-tier consumer marketers often have a hard time finding good options.

MakesBridge Offers Powerful Features to Small Business Marketers

Customer Experience Matrix

It greatly expanded its features in 2010 and now offers a marketing automation system starting at $500 per month. makesbridge small business software demand generation b2b marketing automationSummary: MakesBridge offers a full set of marketing automation features with some special strengths that will appeal especially to small companies.

Ranking B2B Marketing Automation Vendors: Part 3

Customer Experience Matrix

Summary: The first two posts in this series described my scoring for product fit. The third and final post describes scoring for vendor strength. And I'll give a little preview of the charts these scores produce.without product names attached.

Constant Contact Adds Social CRM: Should Marketing Automation Vendors Be Worried?

Customer Experience Matrix

The company expects more than $200 million in revenue in 2011, which about equals my estimate for 2010 revenues for all B2B marketing automation. small business software demand generation b2b marketing automationSmall-business email provider Constant Contact yesterday announced the acquisition of "social CRM"* vendor Bantam Live. This is a major expansion for Constant Contact, placing it more squarely into competition with CRM and marketing automation vendors.

Another Estimate of B2B Marketing Automation Revenue

Customer Experience Matrix

Some of the comments on last week’s post on the size of the B2B marketing automation industry led me to dig a bit more deeply into the question of revenue per employee. I don’t know the B2B fraction of Unica, Alterian or Neolane’s revenues, but it’s probably quite low: let's guess 15%.

Whatsnexx Manages Customer States, Not Campaigns

Customer Experience Matrix

It was formally launched in late 2010 and has four current customers. whatsnexx interaction management state-based systems b2b marketing automationWhatsnexx offers itself as a radically easier way to manage customer and prospect interactions than conventional marketing automation. I agree that it's radically different: it works without a central marketing database and tracks customer states rather than assigning them to campaigns. Whether it’s radically simpler is another question.

Raab Report: B2B Marketing Automation Industry Is Getting More, Not Less, Fragmented

Customer Experience Matrix

I’ve gotten used to thinking of the B2B marketing automation industry as entering a consolidation phase, during which a handful of dominant vendors emerge and small vendors drop away. For B2B marketing automation, we’re not there yet.

Silverpop's Latest Release Targets Sophisticated Marketing Automation Buyers

Customer Experience Matrix

Clients who needed those features had to remain on the previous system (Engage B2B). It still doesn’t offer all the features of the oldl B2B product because Silverpop decided that some were not worth duplicating. Silverpop suffered a widely-publicized security breach in December 2010. Merging the email and marketing automation systems does have the advantage of giving B2B marketers access to features developed for Silverpop’s advanced email business.

Experian Buys Conversen Marketing Automation to Strengthen Its Offerings

Customer Experience Matrix

See my review from February 2010 for a more detailed explanation. Nor is it surprising that acquisitions have been consumer marketing systems rather than B2B marketing automation: there’s ultimately more money in consumer marketing and the vicious dogfight in B2B marketing automation in the past few years has made profitability almost impossible for anyone. Experian Marketing Services yesterday announced its acquisition of marketing automation vendor Conversen.

2010 Will Bring New Features to Demand Generation Systems

Customer Experience Matrix

Summary: the demand generation market will continue to grow in 2010, and it may attract some new, big competitors from outside the industry. What will 2010 bring? Tags: 2010 predictions demand generation marketing automation b2b marketing But the real excitement will be features that expand the scope of demand generation products to support inbound marketing, better measurement, and more efficient content creation.

Eloqua10 Offers a Much-Improved Interface and Revenue Reporting

Customer Experience Matrix

Neither change is revolutionary but both substantially improve the company’s competitive position within the crowded B2B marketing automation industry.

IBM Buys Unica: Will Acquisitions Now Shift to B2B Marketing Automation?

Customer Experience Matrix

Conversely, IBM is on a customer intelligence acquisition spree that has already included Coremetrics Web analytics, Sterling Commerce B2B integration and Cognos business analytics. There’s been some comment (I’m looking at you, Jonathan Block of SiriusDecisions ) relating the IBM/Unica deal to consolidation with the B2B marketing automation industry. Probably the most prominent survivor is Aprimo , but they’re more B2B.)

Why Put Another $25 Million Into Marketo?

Customer Experience Matrix

I find it a bit surprising that anyone can be $25-million-worth-of-certain about anything in such a young and volatile market, particularly because I still think B2B marketing automation will eventually be absorbed by larger CRM and/or Web content management suites. So.our friends at Marketo announced today that they've received another $25 million in venture funding. As one of their competitors snippily commented on Twitter, "Does that make the total $50M or $60M? I lost track."

LeadForce1 Adds Mind Reading to Marketing Automation

Customer Experience Matrix

It combines this with standard B2B marketing automation features to provide better-qualified leads to sales people. The B2B marketing automation industry has reached the stage where product features are similar and companies compete primarily on business and marketing savvy. Because B2B purchases are often made by a team of specialists, the system assigns interests separately to each individual but assigns a single sales stage to everyone from the same company.

Marketo's Enterprise Edition and Revenue Cycle Management: Looking Under the Hood

Customer Experience Matrix

This is important because the structure of an operational marketing database, which most B2B marketing automation systems also use for reporting, makes it hard or impossible to do the necessary time-based analysis. But no one else has found a much better solution, particularly at the low volumes of most B2B marketing programs. Summary: Marketo continues to follow its own path.

Manticore Technology Sees Expertise as Key to Success as a Demand Generation Vendor

Customer Experience Matrix

Manticore launched its B2B marketing automation system in 2003, making it one of the older vendors in the industry. Summary: Manticore Technology released some modest enhancements to its demand generation platform today. The company takes a conservative approach to marketing automation, stressing the importance of process over flashy software. I’m not sure this will be enough to thrive as the market develops, but customers will benefit regardless.

Marketing Automation Vendor Consolidation: Lessons from History

Customer Experience Matrix

Decision Software has remained a small company while Aprimo is most successful in B2B marketing resource management. Summary: consolidation isn't new among marketing software vendors. When campaign management systems consolidated in the late 1990's and early 2000's, most were bought by enterprise software companies. The pattern will likely repeat itself.

Eloqua SmartStart Speeds Marketing Automation Deployment, But It's Still Work

Customer Experience Matrix

Tags: marketing automation low cost marketing software b2b marketing lead management eloqua demand generation

LoopFuse Offers Free Marketing Automation System: Another Step Towards Industry Consolidation

Customer Experience Matrix

Marketing automation (more precisely, B2B marketing automation) has now passed beyond the pioneer stage where fundamentally different approaches compete for acceptance. My fundamental conclusion is that the B2B marketing automation industry is about to enter the long-predicted stage of vendor consolidation, and that this will move quite quickly. Summary: LoopFuse has launched a free entry-level version of its marketing automation system.

Oracle Buys Market2Lead Intellectual Assets

Customer Experience Matrix

Note that Oracle's Seibel group already had a robust marketing automation solution for consumer marketers, so this does clarify that B2B marketing automation is different from B2C marketing automation. This is why I prefer the term "demand generation" for B2B marketing automation, although it's been a losing battle.) Oracle tersely announced today that it had purchased the intellectual assets of demand generation vendor Market2Lead.

Using a Purchase Funnel to Measure Marketing Effectiveness: Better than Last-Click Attribution But Far From Perfect

Customer Experience Matrix

Leadforce1 offers a range of typical B2B marketing automation features, but its main distinction is to infer each buyer's position in a four-stage funnel (discovery, evaluation, use, and affinity) based on Web behaviors. Summary: Many vendors are now proposing to move beyond "last click" attribution to measure the impact of advertising on movement of customers through a sequence of buying stages. This is a definite improvement but not a complete solution.

Marketing Automation System Trends: What We Found in the Raab Guide

Customer Experience Matrix

I’m pleased to report that the 2010 edition of the Raab Guide to Demand Generation Systems is officially available today, with updated entries on all vendors (alphabetically: Eloqua , Manticore Technology , Market2Lead , Marketbright , Marketo , Neolane and Silverpop Engage B2B ). Many of these trends will surely continue in 2010, but I think we can expect some new directions as well.

NICE Buys Causata to Extend Its Customer Experience Management Position

Customer Experience Matrix

NICE is little-known in marketing circles, although I had bumped into them previously when they bought decision management vendor eGlue in 2010.

ClickDimensions Offers Marketing Automation as a Microsoft CRM Add-on

Customer Experience Matrix

Now that I’m more or less finished launching the B2B Marketing Automation Vendor Selection Tool (VEST) , I can start catching up on the other topics. This potential expansion has always been the biggest cloud hovering over B2B marketing automation, which has arguably been allowed to develop only because the business remained too small for the major CRM vendors to care about. crm software small business software demand generation b2b marketing automation

Top-10 B2B Marketing Topics of 2010

Everything Technology Marketing

With 2010 coming to an end, it is time for a quick review of the most popular B2B marketing posts on the Everything Technology Marketing blog. 98) 3 - Is Traditional B2B Marketing Dead? (87) 87) 4 - What B2B Marekting tactics are Up, Down, Flat? (79)

The Best B2B Marketing Ideas of 2010

delicious b2bmarketing

The Best B2B Marketing Ideas of 2010 A guest post by Jeff Ogden , president of Find New Customers Although companies like Marketo, Eloqua and Kinaxis have produced terrific written content in blogs, e-books, etc., like Marketo’s new lead scoring e-book or Eloqua’s Grande series) here we want to focus on B2B marketing key #2—Entertain. As we like to say, “Personality is the missing ingredient in B2B marketing.&# 19, 2010.

A Simple B2B Marketing Framework

Everything Technology Marketing

We often discuss in this blog how B2B marketing is becoming more complex, and how to manage this complexity. Operationalizing the B2B Marketing Framework The next iteration of the B2B marketing framework will map out the buyers journey in greater detail.

11 B2B Marketing Predictions for 2011

Buzz Marketing for Technology

Around this time last year I wrote about the 10 B2B Marketing Predictions for 2010 and while I would say 7 out of 10 have already materialized and the others are on their way. So that begs the question – what’s on the horizon specifically for B2B Marketers next year?

A fascinating “hardcore” B2B social media success

grow - Practical Marketing Solutions

With many companies now engaged in social media marketing strategies for nearly two years or more, success stories are starting to emerge, even in the difficult marketing world of industrial B2B.

Best Email Marketing Tips, Tactics and Metrics of 2010


3 items that should be in your 2010 email budget by BtoB Magazine. Add Google Analytics to Emails and Gain B2B Lead Generation Intelligence by Industrial Marketing Today. 3 Steps to Grow Your B2B E-mail List More Effectively by ClickZ.