ANNUITAS

SEPTEMBER 21, 2018

A Memo from CEO Adam Needles to ANNUITAS clients on the Adobe Acquisition of Marketo. So don’t cancel your tickets for the next Marketo Marketing Nation Summit … that event likely has at least one more go-round.). – A short second … this is a welcome acquisition. Adobe GETS marketing. Good morning.

Marketo 193

Marketo Acquisitions Marketing Automation Services Enterprise Management 193

The Point

MARCH 3, 2015

It’s always been obvious that agencies were a sensible channel for marketing automation vendors to pursue, but I’m beginning to wonder whether agencies might turn out to be the primary channel for such systems, excepting only direct sales to large enterprises. Perhaps having agencies run them is the real solution instead.”.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Paid Search Agency Advertising Agencies 100

Customer Experience Matrix

OCTOBER 17, 2012

Microsoft today announced the acquisition of marketing management system vendor MarketingPilot , which will become part of its Dynamics CRM group. MarketingPilot is best described as integrated marketing management for mid-tier companies. The acquisition is significant on several levels.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Martech

NOVEMBER 13, 2023

The stack includes Pronto’s CRM (Pronto is an Australia-based business management vendor). The Onesend acquisition Chicago-based ActiveCampaign acquired the Australian platform Onesend in October. ActiveCampaign’s central offerings include marketing automation and email marketing as well as CRM.

Paid Search Agency 102

Paid Search Agency Marketing Automation Services Work Management SMS 102

Valasys

JANUARY 16, 2023

An increasing trend involves leveraging Customer Relationship Management (CRM) software to automate time-consuming marketing campaign duties. Because the benefits of using Salesforce for marketing automation considerably outweigh the expenses and work involved in integrating it, there has been an increase in its use. .

Marketing Automation Services 40

Marketing Automation Services Work Management Marketing Management Marketing Automation 40

Customer Experience Matrix

MAY 21, 2012

Experian Marketing Services yesterday announced its acquisition of marketing automation vendor Conversen. This is the third marketing automation acquisition in the past month, following Intuit’s purchase of Demandforce and FICO’s purchase of Entiera.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Advertising Agencies Marketing Automation 120

Customer Experience Matrix

MARCH 13, 2014

Last year’s biggest marketing automation acquisitions were products for consumer marketing: ExactTarget by Salesforce.com , Neolane by Adobe , and Responsys by Oracle. Consumer marketers have had their own, highly sophisticated marketing automation systems for years.

Enterprise Management 120

Enterprise Management Marketing Automation Services Resource Management Marketing Management 120

Customer Experience Matrix

MAY 13, 2012

Three weeks ago, Intuit shook up the low end of the marketing automation universe by purchasing small business marketing shooting star Demandforce. Since then, the company has continued to grow its marketing offerings, through acquisition and internal development. That’s great for FICO and for Entiera’s founders.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Buy 120

Customer Experience Matrix

JUNE 4, 2013

They have been lacking large-scale email capability, which all types of sales and marketing departments require. They also get a toe-hold in B2C marketing and in marketing automation (via ExactTarget''s Pardot technology). Not so terrible for marketing automation in the short term. Adobe , where art thou?

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

OCTOBER 15, 2013

As I mentioned in last week''s post , I’m writing a paper on stages of marketing automation deployment. The premise of the paper and Webinar is marketing automation has a problem: clients who don’t move beyond basic email functions are unhappy. The paper itself will be available to Webinar attendees.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation BtoB 120

Customer Experience Matrix

JANUARY 4, 2012

The list of independent marketing automation systems shrank by one yesterday when Leadformix was purchased by sales enablement vendor CallidusCloud for $9 million. The price is surprisingly low for an established marketing automation vendor. In particular, LeadFormix infers visitors' “intent” (i.e.,

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

DECEMBER 4, 2012

One easily predictable trend in B2B marketing automation is that vendors will tailor their systems to specific industries. The reason may be that B2B marketing automation products have a narrower scope than B2C systems, meaning there’s less advantage in creating vertical editions.

Marketing Automation Services 120

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 120

Customer Experience Matrix

AUGUST 13, 2013

As I noted in a post last year , there is a universe of specialized marketing automation systems for companies that sell through channel partners. Here are two more vendors with related offerings: NitroMojo focuses primarily on lead distribution and tracking. Marketers pay $1 per name for prospects.

Marketing Automation Services 120

Marketing Automation Services Advertising Agencies Marketing Management Marketing Automation 120

Customer Experience Matrix

FEBRUARY 12, 2013

Let me start by saying that the 50% revenue increase I’m projecting for B2B marketing automation in 2013 is a very healthy one. 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. That means even the absolute increase was down: $11.2

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Automation 120

Customer Experience Matrix

JANUARY 22, 2013

Infusionsoft today announced it has acquired social lead generation vendor GroSocial. GroSocial is an interesting acquisition: about it three years old, it has about 20 employees and more than 25,000 customers. The system makes it easy for small business to generate leads through social marketing campaigns and track results.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Work Management Marketing Automation 120

Customer Experience Matrix

JULY 30, 2013

Raab Associates officially released the new edition of our B2B Marketing Automation Vendor Selection Tool (VEST) yesterday. This is our flagship report on the industry, with nearly 200 data points on 23 vendors and separate ratings for micro-business, small to mid-size companies, and enterprise marketing departments.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Acquisitions 120

Customer Experience Matrix

MARCH 26, 2014

The other enterprise-level B2C email vendors ( ExactTarget , Responsys ) have already been bought at wondrously high prices, and every B2B marketing automation vendor I talk to tells me that potential investors are approaching them constantly. My only reaction was, What the heck took so long?

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Automation Marketing Management 120

Customer Experience Matrix

DECEMBER 16, 2018

When the CDP concept was first defined, it referred to systems that built a customer database to support a specific marketing application such as predictive modeling or campaign management. But a more realistic explanation is that clients are always asking for new features and vendors are eager to oblige.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

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 ). Adobe was on everyone’s list of potential buyers, and Neolane was ripe for acquisition or an initial public offering.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Automation Marketing Management 120

Net-Results

JULY 18, 2019

There is this persistent myth that marketing automation platforms are there just to make your life easier. But from the perspective of a sales perspective at an actual marketing automation vendor, the people that come to us with an 80-line spreadsheet with requirements often don’t get it. Oftentimes?

Marketing Automation Services 63

Marketing Automation Services Marketing Automation Automation Paid Search Agency 63

ANNUITAS

DECEMBER 11, 2023

Go-to-market strategy and execution is rapidly evolving – driven by a combination of customer drivers, technology innovation and changing organizational strategy. Our ability to succeed through haphazard marketing and sales acquisition efforts is rapidly coming to an end. Marketing automation and AI collide This is inevitable.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

Customer Experience Matrix

AUGUST 13, 2010

IBM announced this morning that it was purchasing enterprise marketing automation leader Unica for $480 million, more than double the company’s current stock market valuation. This is wholly unsurprising: as the last and only big independent left in its space, Unica was obvious acquisition bait. But you already knew that.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Acquisitions Marketing Management 120

Vidyard

SEPTEMBER 1, 2015

About 15 years ago, marketing automation technology came on the scene, designed to help marketers more effectively and efficiently market across channels. It has grown in popularity, and according to SiriusDecisions , 40% of organizations will own automation by next year. So without further ado: Eloqua.

Marketing Automation Services 101

Marketing Automation Services Work Management Marketing Management Marketing Automation 101

Customer Experience Matrix

DECEMBER 22, 2010

Summary: Teradata's acquisition of Aprimo takes the largest remaining independent marketing automation vendor off the market. The market will probably split between enterprise-wide suites and more limited marketing automation systems. Given the previous Unica deal.

Resource Management 120

Resource Management Marketing Automation Services Enterprise Management Work Management 120

Zoominfo

SEPTEMBER 30, 2020

Today, we have things like automation, data, and buyer personas to fall back on. People want personalization — in fact, in a recent survey, 97% of professionals said it was important to them that vendor websites have relevant content that spoke directly to their company. And How Can They Help Marketers?

Ideal Customer Profiles 264

Ideal Customer Profiles Buyer Personas Planning Zoominfo 264

Digital B2B Marketing

MAY 21, 2013

Marketing automation is quickly becoming like the self-driving car for B2B marketing. Led by Eloqua (now part of Oracle) and Marketo (with a very successful IPO last week), today marketing automation companies are collectively worth billions. When Marketing Automation Is Unnecessary.

Marketing Management 100

Marketing Management Marketing Automation Services Marketing Automation Automation 100

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.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

NOVEMBER 2, 2010

But if you look back at my “doughnuts and pizza slices” post on software acquisitions , it does make perfect sense. What I really care about is the implications for marketing systems. I’d say the ATG purchase lessens the odds of Oracle buying a marketing automation vendor. So… Oracle bought ATG today for $6.00

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Marketing Management Marketing Automation 120

Martech

JULY 14, 2022

This shift from a reactive to proactive marketing approach is working well for many B2B companies. Read next: A deep dive into changes in the ABM space — our new ABM Marketing Intelligence Report. The vendors respond. Another notable development among ABM vendors is the move to consolidate ABM with demand generation.

Account Based Marketing 114

Account Based Marketing Enterprise Management Work Management Marketing Management 114

Net-Results

JULY 10, 2019

There is this persistent myth that marketing automation platforms are there just to make your life easier. But from the perspective of a sales perspective at an actual marketing automation vendor, the people that come to us with an 80-line spreadsheet with requirements often don’t get it. Oftentimes?

Marketing Automation Services 48

Marketing Automation Services Marketing Automation Automation Paid Search Agency 48

LeadSloth

AUGUST 10, 2010

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? There is severe competition (30+ vendors).

Marketing Automation Services 100

Marketing Automation Services Loopfuse Marketing Automation LeadGenesys 100

Customer Experience Matrix

SEPTEMBER 15, 2009

This puts pressure on marketing automation vendors, who also want to provide Web analytics and content management, and who are already being pressed by customer relationship management (CRM) vendors. This sets up a new clash between marketing automation vendors and Web CMS vendors.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

NOVEMBER 15, 2011

I presented my Seven Deadly Sins of Marketing Automation Software Selection during last week’s Webinar with Neolane. (To About half of buyers consider only one system , I’m told by various vendors. This would be fine if most marketers were experts at technology acquisition. To replay the Webinar, click here.)

Marketing Automation Services 120

Marketing Automation Services Marketing Automation RFP Automation 120

Vidyard

SEPTEMBER 2, 2015

About 15 years ago, marketing automation technology came on the scene, designed to help marketers more effectively and efficiently market across channels. It has grown in popularity, and according to SiriusDecisions , 40% of organizations will own automation by next year. Read the post.) Read the post.)

Marketing Automation Services 65

Marketing Automation Services Work Management Marketing Management Marketing Automation 65

Customer Experience Matrix

APRIL 13, 2011

Yesterday' post described the first three steps in Raab Associates' vendor selection process: defining requirements, researching options, and testing vendors against scenarios. And remember, the complete set is available for free in our Vendor Selection Workbook in the Resource Library at the Raab Guide Web site.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Martech

OCTOBER 1, 2021

What he is saying is that, outside of an emergency, marketing ops shouldn’t be running procurement processes (not, at least, in organizations large enough to employ professional buyers). In this concise summary, learn what these platforms do, how vendors differentiate themselves and the specific benefits of using these types of platforms.

Marketing Attribution 104

Marketing Attribution Marketing Automation Services Allocation InsideView 104

Customer Experience Matrix

SEPTEMBER 2, 2011

But I did notice about two years ago that pretty much everyone in the B2B marketing automation space was more or less assuming I’d attend. All of which brings us back to B2B marketing automation. Marketing automation is clearly too small to make a serious contribution to that goal.

Enterprise Management 120

Enterprise Management Marketing Automation Services Salesforce.com Work Management 120