Digital B2B Marketing

MAY 21, 2013

Led by Eloqua (now part of Oracle) and Marketo (with a very successful IPO last week), today marketing automation companies are collectively worth billions. But despite big acquisitions and IPOs, it isn’t a shiny cure-all for your marketing woes. Marketing Technology eloqua marketing automation marketo'

Marketing Management 100

Marketing Management Marketing Automation Services Marketing Automation Automation 100

Customer Experience Matrix

AUGUST 13, 2010

This is wholly unsurprising: as the last and only big independent left in its space, Unica was obvious acquisition bait. Conversely, IBM is on a customer intelligence acquisition spree that has already included Coremetrics Web analytics, Sterling Commerce B2B integration and Cognos business analytics. But you already knew that.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Acquisitions Marketing Management 120

Customer Experience Matrix

APRIL 3, 2013

B2B marketing data vendor ReachForce today announced its purchase of SetLogik , which provides technology to build cloud-based marketing databases and do predictive modeling against them. See my post from last October for more on SetLogik.) There’s an obvious peanut butter-meets-jelly type of logic to this match.

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Reachforce Buy Marketing Management B2B Marketing 120

Leadspace

OCTOBER 5, 2016

The launch of Salesforce Einstein, together with their acquisition of Krux and recent announcements by Oracle and Microsoft, has catapulted AI into the center of the B2B marketing discussion. The Krux acquisition reflects their push into B2C marketing. The Krux acquisition reflects their push into B2C marketing.

Marketing AI 59

Marketing AI Account Based Marketing B2B Marketing Marketing Automation Services 59

Net-Results

SEPTEMBER 21, 2018

Doesn’t “consolidation” mean “less vendors exist because they are being consolidated”? The same number of marketing automation vendors exist today as did yesterday, so no consolidation has taken place. Same for when Oracle bought Eloqua. Transferring the ownership of Marketo from Vista to Adobe does not consolidate anything.

Marketo 40

Marketo Acquisitions Marketing Automation Services Eloqua 40

Customer Experience Matrix

JUNE 27, 2013

Adobe today announced plans to acquire Neolane , the largest remaining independent B2C marketing automation vendor (excluding email-focused providers like Responsys and Silverpop ). Price was $600 million, which is roughly in line with the 8x revenue paid for ExactTarget and Eloqua recently. The deal is not particularly surprising.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Automation Marketing Management 120

Customer Experience Matrix

JULY 22, 2011

The folks at HubSpot have been busy this summer, announcing their acquisition of Performable in June and their HubSpot App Marketplace last week. App markets are quite the fashion right now, and HubSpot’s joins the Eloqua AppCloud announced in June. Acquisitions, on the other hand, can be strategically decisive.

Hubspot 120

Hubspot Marketing Automation Services API Salesforce.com 120

Litmus

APRIL 13, 2021

Three years ago, there were 20 used by at least 1%—which goes to show how the ESP landscape is constantly changing with mergers, acquisitions, and new players. Oracle (includes Oracle Responsys , Oracle Eloqua , Bronto , NetSuite , Siebel , and Dyn ): 6.2%. Twelve companies were used by at least 1% of respondents. HubSpot : 5%.

Marketing Automation Services 102

Marketing Automation Services Enterprise Management Work Management Marketing Management 102

Directive Agency

APRIL 21, 2023

Directories offer 2 main growth solutions: Buyer intent data subscriptions : vendors get account-level intelligence on category, product profile, and comparison views. Cost-per-click (CPC) auctions : vendors bid to rank higher in a directory category page and pay per click to their site to generate leads.

Peer-to-peer 59

Peer-to-peer Work Management Marketing Management Cost Per Click 59

Customer Experience Matrix

FEBRUARY 12, 2013

But still, as I noted last week, the growth rate is slowing – and for some vendors seems to have fallen considerably in the second half of 2012. The most notable is Eloqua, which as a public company has to report its results. Figures for other vendors are not publicly available but I've seen hints that several have slowed as well.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Automation 120

Convince & Convert

FEBRUARY 27, 2015

While it may not seem obvious from the outset, there is incredible potential value in a video platform that integrates with the likes of Eloqua, Marketo, Act-On, and other MAPs.

Video Marketing 167

Video Marketing Rules Marketing Automation Services Planning 167

Rev

MAY 21, 2018

If you have a marketing automation platform — like Marketo, Oracle Eloqua, HubSpot, or Pardot — then you are probably using intent data. Acquisition costs in B2B can easily be $3k to $5k and more per closed-won deal. The Truth Intent Vendors Don’t Want to Talk About. First, what is intent data? The Intent Data You Already Use.

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Intent Data Intent Lead Ranking Lead Scoring 122

PureB2B

MAY 30, 2022

For instance, your business might find that your biggest clients are using marketing automation software like Marketo or Eloqua. The enterprises that use Marketo and Eloqua are usually large, with tens or hundreds of thousands of contacts, plentiful resources, and lots of technical know-how. Identify high-potential clients.

Marketing Automation Services 62

Marketing Automation Services Account Based Marketing Enterprise Management Work Management 62

ANNUITAS

MAY 5, 2020

But if you’ve outgrown your current marketing automation platform and have plans to evaluate other options, discuss this with potential candidates during the interview (especially if you’d like this hire to be involved in the vendor evaluation process). Are you looking primarily at email open and click rates, and web analytics?

Marketing Automation Services 130

Marketing Automation Services Demand Work Management Marketing Management 130

KoMarketing Associates

JANUARY 25, 2013

It would be interesting to know what factors B2B marketers look at when determining the cost per lead for social media (as well as SEO), since labor costs outside of contracting vendors often do not come into play. Content Offers Ranked by Impact on Lead Acquisition Quantity. Content Offers Ranked by Impact on Lead Acquisition Quality.

Demand Generation 120

Demand Generation Advertising Benchmark Customer Surveys Demand 120

Customer Experience Matrix

JULY 22, 2010

Summary: consolidation isn't new among marketing software vendors. As I wrote in my June 30 post on consolidation among marketing automation vendors , I expect the number of competitors to shrink fairly quickly as new buyers concentrate their purchases among a handful of leading vendors. The obvious candidates are CRM vendors.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Vidyard

SEPTEMBER 1, 2015

That’s probably why more than 100 vendors have swelled the ranks of those offering automation tools. Marketers need to figure out and make use of this fantastic software, and that’s why it seems almost as many blogs as vendors have popped up to help. So without further ado: Eloqua. Read the post.). Get reading, learn, and enjoy!

Marketing Automation Services 101

Marketing Automation Services Work Management Marketing Management Marketing Automation 101

Leadspace

JANUARY 4, 2017

The real-time CRM and Marketing Automation data vendors (including Leadspace) should have another big year based on the growing acknowledgement that this type of service dramatically enhances the performance of these massive CRM and MA investments companies have made. It’s beautiful when it’s that simple, and this one is.

Enterprise Management 116

Enterprise Management Paid Content Marketing Management Marketing Automation Services 116

Customer Experience Matrix

MARCH 8, 2011

In many ways, this investment strikes me as more significant than last year’s acquisitions of Unica by IBM and of Aprimo by Teradata , which were widely touted as “validating” the concept marketing automation and involved vastly more money ($1 billion combined). But if Salesforce.com likes what it sees, who knows where that will lead?

Salesforce.com 120

Salesforce.com Enterprise Management Hubspot Marketing Automation Services 120

ANNUITAS

SEPTEMBER 9, 2011

Observation 1: Salesforce.com is not going to acquire a Marketing Automation Vendor anytime soon. While many were eagerly awaiting an acquisition announcement during the keynotes, nothing of consequence was announced. Other vendors on display were Genius , eTrigue , HubSpot , Aprimo and ActOn to name a few.

Marketing Automation Services 100

Marketing Automation Services Salesforce.com Marketing Management B2B Thought Leadership 100

ClickZ

JANUARY 13, 2020

That is exactly where Convertr came in and has since helped the likes of Oracle, Cisco, Dell, Dennis Publishing, Mediacom and Contentive, enhance their digital marketing through real-time efficiencies in customer acquisition and data partnerships. Becoming a connective glue in a crowded marketplace.

Privacy 61

Privacy Work Management Privacy Policies Marketing Management 61

chiefmartech

SEPTEMBER 21, 2018

As TechCrunch noted in their coverage of the news, “[This acquisition] was a pretty nice return for Vista Equity partners, which purchased Marketo in May 2016 for $1.8 It was a fun evening of discussion!). billion in cash. They held onto it for two years and hauled in a hefty $2.95 billion in profit.”

Enterprise Management 82

Enterprise Management Marketo Work Management Marketing Automation Services 82

Vidyard

SEPTEMBER 2, 2015

That’s probably why more than 100 vendors have swelled the ranks of those offering automation tools. Marketers need to figure out and make use of this fantastic software, and that’s why it seems almost as many blogs as vendors have popped up to help. But there aren’t that many hours in a day, so how do you pick which blogs to follow?

Marketing Automation Services 65

Marketing Automation Services Work Management Marketing Management Marketing Automation 65

Customer Experience Matrix

SEPTEMBER 2, 2011

So I wouldn’t be surprised to see Salesforce encourage third party developers to build marketing automation systems using Salesforce's Force.com and Heroku platforms and Database.com database, or to see them encourage existing vendors to migrate to the Salesforce.com infrastructure. Or maybe I'm being naive.

Enterprise Management 120

Enterprise Management Marketing Automation Services Salesforce.com Work Management 120

Heinz Marketing

MARCH 29, 2018

Allison has a distinguished and decorated career spanning both sales and marketing leadership roles at companies such as Oracle, Eloqua, NextJ Systems and more. This week I’m excited to feature Allison Munro , head of sales & marketing for Viafoura. Here in her own words is how she gets stuff done.

Work Management 82

Work Management Enterprise Management Marketing Management Paid Search Agency 82

Anyword

NOVEMBER 7, 2018

A number of vendors provide email advertising platforms that support this strategy. Her work has included building numerous brands that attracted acquisition, including Mercury Interactive (by HP) and Identify (by BMC), along with senior positions at ECI Telecom, Leadspace and ControlUp. 2) It’s simple.

Optimization 42

Optimization Marketing & Strategy Work Management Marketing Management 42

Engagio

JULY 31, 2017

Vendors typically use one of three methods to collecting this behavioral data to determine intent: analyzing activity on social networks such as scanning posts; analyzing content consumption across a publishing network and analyzing engagement with display advertising across the public Internet.

Intent Data 85

Intent Data Account Based Marketing Intent ABM 85

chiefmartech

JUNE 6, 2016

Marketo’s acquisition by Vista is not “consolidation.” ” It doesn’t result in fewer marketing technology vendors in the marketing technology landscape. In software development terms, Salesforce’s acquisition of Demandware is more like “horizontal scaling” than “vertical scaling.”

Marketo 40

Marketo Marketing Automation Services Peer-to-peer API 40

Online Marketing Institute

NOVEMBER 28, 2012

Business-to-business marketers are underutilizing social media and its potential, according to new data from Eloqua , a marketing automation company. Of 548 b-to-b marketers surveyed by Eloqua, about 40 percent say they are not yet using social media marketing. By TJ Raphael. 11/27/2012 -15:36 PM. Marketing/Comm/PR. Production/Manuf.

B to B 40

B to B Paid Content Social Media CMS Development 40

Ambal's Amusings

DECEMBER 17, 2009

Her clients who are technology vendors and venture firms leverage her strategic marketing and go-to-market expertise. My “a-ha” moment came earlier this year in conversations with some very smart people in the marketing automation market, including Kim Albee of Genoo and Steve Woods of Eloqua. Seamus Walsh's Tip.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management B2B Thought Leadership 100

Lead Liaison

APRIL 8, 2019

In our six years in business, we’ve seen it happen over and over again, Oracle acquiring Eloqua , Upland Software acquiring LeadLander , Adobe acquires Marketo …the number of acquisitions goes on and on. Just look at the list of recent acquisitions on MarTech Today. Consolidation in the martech space is nothing new.

Lead Liaison 11

Lead Liaison Marketing Management Marketing Automation Services Leadlander 11

Hubspot

MAY 13, 2013

Recent acquisitions (Eloqua acquired by Oracle, Pardot by ExactTarget, and others) are also signs of a market headed in the right direction. Instead, you need to focus on solutions, since all vendors solve problems differently. 6) Marketing expertise by the vendor really, really matters. Marketing changes a lot, and fast.

Marketing Automation Services 28

Marketing Automation Services Marketing Automation Automation RFP 28

Online Marketing Institute

JULY 31, 2009

However, many tech buyers visit vendor Web sites many times to learn about and compare products, yet few register or leave evidence of their activity. I would put the lead management automation crop here: Eloqua, Loopfuse, Manticore Technologies, Market2Lead, Marketo, and Vtrenz.

Enterprise Management 40

Enterprise Management Work Management DemandBase Marketing Management 40

Martech

JULY 26, 2021

Being a power user of Marketo or HubSpot, Pardot or Eloqua. I have been to countless vendor conferences,” he told the room, “at which I heard how their solutions could create seamless, delightful customer experiences. The Connexity acquisition brings with it a lucrative retail customer base. Quote of the day.

Paid Content 93

Paid Content Marketing Automation Services Work Management Marketing Management 93

ClickZ

MARCH 13, 2020

Meaningful ABM metrics are focused on business outcomes—improved acquisition, speeding up pipeline velocity, and expansion of existing accounts. Account-based marketing evolved from earlier technologies including email marketing, and automation tools such as Pardot, Eloqua and Marketo.

Account Based Marketing 107

Account Based Marketing ABM Top of Funnel Enterprise Management 107

Customer Experience Matrix

FEBRUARY 24, 2014

Oracle announced this morning that it is buying BlueKai , a leading Data Management Platform (DMP) technology vendor and operator of one of the largest data marketplaces. This is the first time we’ve seen a major enterprise software vendor draw that picture quite so clearly.

Enterprise Management 120

Enterprise Management Marketing Automation Services Work Management Marketing Management 120

Heinz Marketing

SEPTEMBER 3, 2018

And you, I’m sure, get pitched dozens of times a day, by the thousands of marketing technology vendors out there. When you get those unsolicited messages, or when you get pitches from vendors, what are some elements of things that actually stand out that get you to take notice? Paul: Yes, we did.

Top of Funnel 42

Top of Funnel B2B Thought Leadership Work Management B2B Sales 42