Pardot Offers Refined Demand Generation at a Small Business Price

Customer Experience Matrix

While last week’s post found that Marketbright aims at more sophisticated clients, Pardot explicitly targets small and midsize businesses (or SMBs as we fondly acronymize them [yes, that’s a word, at least according to [link] ]). Note: other SMB-oriented vendors including ActiveConversion and OfficeAutoPilot also have entry pricing in the $500 per month range, although neither publishes the details.)

Demand Generation Vendor Traffic Rankings

Customer Experience Matrix

Alexa is a crude measure for many reasons -- although I do think the rankings correlate roughly with a vendor's volume of business and marketing actvitiy, I wouldn't go much further. Infusionsoft and Genius.com also rank very highly, but they serve broader markets (small business and salespeople, respectively) so a direct comparison with pure-play demand generation vendors may not be appropriate. ActiveConversion is not new but also has a low price point.

Vendor 141

Still More on Assessing Demand Generation Systems

Customer Experience Matrix

I had a very productive conversation on Friday with Fred Yee, president of ActiveConversion , a demand generation system aimed primarily at small business. In fact, this was so interesting that I didn’t look very closely at the ActiveConversion system. This is no reflection on the product, which seems to be well designed, is very reasonably priced, and has a particularly interesting integration with the Jigsaw online business directory to enhance lead information.

My List of Demand Generation Vendors, and Who They Sell To

Customer Experience Matrix

One of the audience members at the B2B Marketing University in Boston asked about demand generation systems for small businesses, and how to distinguish among the vendors in general. I haven't had a chance to review either product personally.) - Small Business: these products are sold to small businesses, often with just one or two people in the marketing department.

B2B Marketing Automation Growth Slowed In First Half of 2011

Customer Experience Matrix

We now ask vendors to estimate their client counts based on four segments: - micro-businesses, under $5 million in revenue; - small businesses, $5 to $20 million revenue; - mid-size business, $20 to $500 million revenue, and - large business, $500 million or more revenue. The remaining five vendors in my data (Pardot, Marketo, Eloqua, Manticore Technology, and Genius) have 69% of their clients in the small and mid-size segments.

B2B Marketing University: For Now, Marketing Automation and CRM Are Still Separate

Customer Experience Matrix

The movement is coming mostly from the marketing automation side, presumably because there is more money to gain by moving into sales from marketing systems than vice versa: - marketing automation systems for small businesses ( Infusionsoft , Office Autopilot , Net-Results , ActiveConversion , etc.) Summary: Marketing automation and CRM systems may eventually converge, but for now marketers need help explaining why they need a system of their own.

CRM 168