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Because Email Just Isn’t Enough: Joe Payne on ExactTarget’s Acquisition of Pardot

Modern Marketing

But marketing automation is an exciting space, and as many other large organizations, from Oracle to IBM, try to buy their way into the party, I’ve found myself commenting again and again on where the market is headed. ( For the marketing automation industry, this is validation of what we’ve been saying all along: Email just isn’t enough. Marketers need tools like lead scoring, lead nurturing and the ability to send sophisticated, multi-channel campaigns from a single platform.

Will Marketing Automation Be Free?

LeadSloth

Today Genius.com announced a free version of their Marketing Automation system. Only about a month ago, Loopfuse also started offering a free version of their Marketing Automation system. What does this mean for companies interested in adopting Marketing Automation? Loopfuse gives as the main reason that adoption rate of Marketing Automation is still very low (5-10%), and that a disruptive offering is needed to get the remaining 90-95% on board.

Trending Sources

Oracle Buys ATG: Bad News for Marketing Automation?

Customer Experience Matrix

But if you look back at my “doughnuts and pizza slices” post on software acquisitions , it does make perfect sense. I’d say the ATG purchase lessens the odds of Oracle buying a marketing automation vendor. The logic is this: buying ATG suggests that Oracle, like IBM (which put Unica in its WebSphere organization), is focusing on online marketing rather than marketing automation in general. That also leads further away from standard marketing automation.

Oracle Integrates On Demand Marketing with On Demand CRM

Customer Experience Matrix

Summary: Oracle has integrated marketing automation with its on-demand CRM product. If I were more on the ball, I would have noticed that May 25 marked a full year since Oracle bought the intellectual property* of high-end B2B marketing automation vendor Market2Lead. This is largely because Marketing systems typically contain many more leads than Sales wants in CRM. The company’s other big marketing automation product, Siebel Marketing, is on-premise software.

Going Big on Small: Joe Payne on HubSpot’s $32M Round

Modern Marketing

Because all industries – whether sports, academia or even marketing automation – come down to a single word: execution. It means interest in the established marketing automation and emerging Revenue Performance Management sectors continues to swell. Oracle bought Market2Lead. Follow the money and it will lead you directly to our industry. It’s been less than 10 months since I first blogged about a major development in the lead management industry.

B2B Lead Management Market Heats Up

delicious b2bmarketing

Home Forrester Research « Getting Up Close and Personal | Main | Social Technographics Data Now Available » March 20, 2008 B2B Lead Management Market Heats Up [Posted by Laura Ramos ] Since the start of this year, I’ve been receiving a boatload of briefing requests from companies wanting to show me their lead generation and management solutions. Most recently, Marketo just announced their lead management solution. Customer-centricity is essential to lead management maturity.