Marketing Automation News from Dreamforce: B2B More Integrated, B2C Stays Separate

Customer Experience Matrix

I spent the early part of this week at Salesforce.com ’s annual Dreamforce conference. As near as I can tell, this is the same type of API-level integration available with any third-party system. For what it’s worth, the ExactTarget Marketing Cloud APIs are also part of Salesforce1, but don’t confuse that with sharing the same underlying platform.They don''t. Here are my observations. The big news was for geeks.

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Dreamforce 2011: Salesforce.com Talks Platforms #DF11

Modern Marketing

by Jesse Noyes | Tweet this This is the moment most of the people that flock to Dreamforce each year can’t wait for: salesforce.com’s CEO and Chairman Marc Benioff ‘s keynote addresses. Salesforce.com announced that Heroku for the Enterprise packages were now available.

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Trending Sources

Top tools to keep your contacts in order. in theory

Biznology

It’s cut off its API from being used by all the other CRM platforms — dickish — and have tried to kill their CSV export tool — dick! I’m always struggling with my contacts. I think I have too many now.

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What Makes a Good Marketing Platform? Rules for Platformality

Customer Experience Matrix

The only real requirements seems to be some sort of a marketplace – all loosely modeled on Salesforce.com’s AppExchange, which in turn I see as inspired on Apple’s App Store. But, to my mind, a real marketing platform needs more than just an app store and a published API.

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Bislr: A "Marketing Operating System" That Includes Marketing Automation As An App

Customer Experience Matrix

There was a really interesting discussion this week over on Scott Brinker’s ChiefMartec blog about the evolution of marketing automation systems into “platforms” that each support a swarm of satellite applications connected through open APIs.

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BlueConic Selects Targeted Messages Using a Cross-Channel Marketing Database

Customer Experience Matrix

The profiles can be based on data imported from other systems via batch processes or APIs or captured by BlueConic itself. Data is exchanged with other sources and execution systems via REST APIs. There are standard integrations with Twitter, Facebook, and Salesforce.com, as well as a system development kit for integration with mobile apps. This blog has mentioned BlueConic in passing a couple of times but never quite gotten around to reviewing it in detail. Until now.

Lytics Adds Marketing Recommendations to a Customer Data Platform

Customer Experience Matrix

Execution systems on the list include Salesforce.com, Marketo, Eloqua, Act-On, Facebook, Twitter, Youtube, Demandware, Optimizely, Adobe Target, and most major email providers.

10 (More) Marketing Terms You Need To Know

EMagine B2B Blog

The leaders in CRM services are Salesforce.com, SugarCRM, Oracle and Workbooks. API – Application Programming Interface. API’s simply allow for software’s to interact with each other.

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Model Factory from Modern Analytics Offers High Scale Preditive Modeling for Marketers

Customer Experience Matrix

Better still, Modern Analytics has experience connecting to APIs of common data sources such as Salesforce.com , so a new feed from a familiar source usually takes just a few hours to set up. Scores from passing models are pushed to client systems in files, API calls, or whatever else has been set up during implementation. Remember when I asked two weeks ago whether predictive models are becoming a commodity ?

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6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

Standard integrations are available for Salesforce.com , Oracle Eloqua and Marketo. APIs can load data from other sources, potentially including other CRM marketing automation products, Web logs, order processing, call centers, media impressions, and pretty much anything else. Users can define segments based on these or other attributes and export their related data to CRM, marketing automation, ad targeting, or Web personalization systems via file transfers or API calls.

May The Force Be With You: 4 Takeaways From Cloudforce 2011

Modern Marketing

Salesforce.com thinks the SaaS industry is ready for a re-launch. Cloud 2 ” is now the fundamental underpinning of Salesforce.com’s application strategy. Expect future releases and announcements to be based on the idea that cloud platforms must be: Open in their architecture, development language and API’s. Salesforce.com is committed to building a powerful development platform. by Andrew Sinclair | Tweet this.

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Hive9 Marketing Performance Management Includes Customer Journey Optimization

Customer Experience Matrix

Integration with Oracle Eloqua and Salesforce.com lets a new tactic automatically create a corresponding campaign in either system. Standard integrations are available for Salesforce.com, Oracle Eloqua, Marketo , Google Analytics , Adobe Marketing Analytics , and other systems.

10 New Year’s Resolutions to Improve Customer Experience

Kapost

Use email address and website to records via a partner API. A sales leader at Salesforce.com once told me: “We have a policy here called, stay in your lane.” APIs, APIs, APIs, APIs. It’s that time of year again!

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Eloqua, Oracle & Why Modern Marketing Needs Open Systems

Modern Marketing

This means, at a technology level, that integrations with leading CRM systems such as Oracle’s Siebel and other CRM systems, Salesforce.com, and Microsoft CRM are necessary. It also means providing open APIs across the entire platform to facilitate bringing sales into the conversation at the right time, and enabling integrations across social media, data sources, event systems, video, and more in order to understand and connect with buyers wherever they are.

The 29 Best Social Media Monitoring Tools

Webbiquity

Social media monitoring and analysis to measure the impact from campaigns and content, social attribution to help allocate budgets, and an analytics API to connect to dashboards and reporting tools. Social media monitoring is vital for virtually every B2B or B2C brand.

Influitive Helps Marketers Build an Army of Advocates

Customer Experience Matrix

managing awards, and API-level integration to pull profile data ( LinkedIn ), record completed challenges ( Quora , Twitter , Facebook , LinkedIn) and announce completed challenges ( Salesforce.com Chatter). The company plans additional API connections with Jive, ZenDesk , and other systems. Marketers recognize the potential reach of social media, but are rightly frightened that they can’t control the message.

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Eloqua Experience 2010

LeadSloth

Eloqua is also taking a lesson from Salesforce.com’s playbook by making it easier to extend Eloqua with 3rd party applications. Another new product is Eloqua Discover for Salesforce.com. Eloqua Discover for Salesforce.com (click to enlarge).

Openprise Gives Marketers Easy(ish) Tool to Manage Their Data

Customer Experience Matrix

Most are marketing and sales operations staff supporting Salesforce.com and Marketo who use Openprise to supplement the limited data management capabilities native to those systems. Some can run in real time through API calls.

Optify Lets Agencies Provide Small Business with Marketing Automation, Distributed Marketing, and Sales Enablement

Customer Experience Matrix

Landing pages can be attached to an auto-responder email, while standard fields on forms are automatically mapped to Salesforce.com. CRM integration is currently limited to sending data to Salesforce.com. The company is planning an API to let clients export data directly.

The Role of Data in Predictive Marketing

Orb Intelligence

Begemoths Salesforce.com and Marketo have recently acquired predictive marketing software companies ( RelateIQ and Insightera ), indicating that they are serious about data intelligence, too. Originally posted on VentureBeat. Data You Need To Drive Your B2B Sales Engine.

Marketo Spark Targets Small Business Marketing Automation

Customer Experience Matrix

Exceptions are advanced features including revenue cycle reporting, email deliverability assistance, API access, fine-grained user rights management, and the Sales Insight salesperson application. With its $750 price, no shopping cart, and a reliance Salesforce.com for CRM, Spark appeals to a different market of slightly larger companies. Marketo today announced the launch of Spark , a new brand aimed at small and mid-size business.

Everstring Offers Fast, Flexible, Account-based Predictive Models for B2B Sales and Marketing

Customer Experience Matrix

Everstring has standard integrations with Salesforce.com , Marketo and Oracle Eloqua , which can send data for the initial model building and score new accounts as they are added to those systems. A real-time API can integrate with other CRM and marketing automation systems. Remember how much simpler life was back in 2010? Among our quaint notions, we thought that B2B companies couldn’t build predictive models because they didn’t have enough data about their customers and prospects.

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Claritix Assembles Marketing Data for Analysis: Maybe That's Enough

Customer Experience Matrix

The system has prebuilt connectors to import data from popular vendors including Salesforce.com , Marketo , Hubspot , SAP , SugarCRM , and Facebook. It can connect with others through standard APIs.

60 Marketing Acronyms Every Industry Pro Should Know

Hubspot

API: Application Programming Interface. APIs allow an application to extract information from a service and use that information in their own application, or sometimes for data analysis. APIs facilitate the data needed to provide solutions to customer problems.

Mintigo InterestBase Harvests Web and Social Data for Marketing and Sales

Customer Experience Matrix

Connectors are currently available for Marketo and Salesforce.com , with an Eloqua connector due soon. External systems like Web sites can also accessed the data in real time via API calls.

Azalead Account Based Marketing Tracks Web Site Visitors, Orchestrates Outbound Messages, and Reports on Results

Customer Experience Matrix

Users can export account lists for retargeting, connect via API with the company Web site to personalize messages shown to visitors from target firms, or send lists to CRM. Azalead has API-level integration with Salesforce.com and Microsoft Dynamics CRM. Account Based Marketing.

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Bizo and DemandBase Lead B2B Marketing Automation to Web Advertising and Beyond

Customer Experience Matrix

Marketing automation, Web analytics, and Web content management systems can all access this data via API calls for analytics and as inputs to their own selection and treatment rules. These now extend beyond display ads to social media advertising through Facebook and LinkedIn, Web site personalization through Adobe, Web analytics through Google Analytics and Adobe, and integration with Salesforce.com CRM, BlueKai DMP, and Eloqua marketing automation.

Kwanzoo Builds Content for Cross-Channel Marketing

Customer Experience Matrix

Data captured by Kwanzoo can be directly posted to Eloqua , Marketo , Constant Contact and Salesforce.com. a parameterized API call) that makes the Kwanzoo pages available within Eloqua’s own content builder and can read Eloqua cookies in real time to help guide the response selection. I first bumped into Kwanzoo about a year ago at a conference trade show and was frankly puzzled at what they offered.

THE HACKIES: A CMO’s guide to integrating marketing technologies

chiefmartech

We have consulted with clients that use Salesforce.com (SFDC) for their CRM, and we were tasked with integrating their newly-purchased marketing automation platform (MAP) with it. REST versus SOAP API. Each system’s API is often unique in almost every way. If you were to compare the API documentation between Marketo and Eloqua (and I have, extensively and repeatedly), you would see that they differ significantly.

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Thunderhead ONE Provides Powerful Journey Orchestration

Customer Experience Matrix

Other systems can feed data into ONE using a REST API or batch file imports. There are prebuilt API connectors for Salesforce.com CRM, Microsoft Dynamics CRM , and SAP Cloud for Customer.

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Klout Founder says Lithium deal will propel new development

grow - Practical Marketing Solutions

The other point that was interesting was that all this data was out there — the fact that Twitter and Facebook had an API and all of these other services had an API was pretty cool to me.”. The genesis of Klout circa 2008.

Vidyard Expands Ecosystem, Adds SalesLoft to Increase Sales Effectiveness With Personalized Video Emails

Vidyard

Vidyard’s integration community includes Salesforce.com, Eloqua, Marketo, HubSpot, Act-On, Adobe, Kapost, Hootsuite, ExactTarget and more.

YesPath Takes Its Own Route to Managing ABM Journeys

Customer Experience Matrix

Model inputs include content consumption as sourced from Bombora, behaviors captured by a YesPath Javascript tag on the marketers’ own Web site and emails, and campaign responses imported from CRM ( Salesforce.com only so far) and marketing automation (the first integration will be announced shortly). Account based marketing is clearly an important technique for B2B marketers, but I don’t see it displacing all other approaches.

Mega-List of Features in Marketing Automation (That You Won’t Find in CRM)

Modern B2B Marketing

salesforce.com, Microsoft Dynamics CRM), so why do I need marketing automation ”? Typically, CRM vendors do not provide social functionality, though salesforce.com has made a big push in this area with their acquisitions of Radian6 and Buddy Media. No (except salesforce.com Radian6).

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Infor Epiphany Marketing and Interaction Advisor: Good Examples of B2C Marketing Automation

Customer Experience Matrix

The vendor has integrated with Orbis Global for marketing resource management and has an AppExchange integration with Salesforce.com.

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ExactTarget and Eloqua Stake Their Claim To Centralized Customer Management

Customer Experience Matrix

The IMH, as we cognoscenti call it, combines ExactTarget's email, mobile, Web pages, Web visitor tracking, and social media with external touchpoints as well as Salesforce.com and Microsoft CRM. Eloqua’s AppCloud is obviously modeled on Salesforce.com’s AppExchange and other application stores. The AppCloud is an extension of Eloqua’s earlier Cloud Connector initiative, which provides APIs for external systems to access Eloqua data and functions.

Highlights from the 2010 Dreamforce Keynote: The Cloud Computing Event of the Year

Modern B2B Marketing

Salesforce.com consumes 90% less energy than traditional software. Marc reminded us of the great work Salesforce foundation has done with $20 million in grants, 9,500 non-profit organizations using Salesforce.com, and 225,000 hours of community service from their empoyees.

Drip Campaigns: Tips From Marketing Automation Monday

LeadSloth

Often, this was an automated process, using the Marketing AUtomation system's API. Another company was saving those replies straight into Salesforce.com. Some used customizations of Salesforce.com, others add-on products from their Marketing Automation vendors, one company was using a Business Intelligence tool, and yet others developed a custom solution. Almost 30 people showed up for the first two Marketing Automation Monday meetups in San Francisco and Palo Alto.

What I learned at Dreamforce 2011

ViewPoint

To accomplish this, social profile has been integrated with LinkedIn, Twitter, Facebook and takes advantage of open API. Every Salesforce.com org comes with 4,000 Chatter FREE licenses which provides a cost effective way for every business to improve their communication efforts.

HubSpot Spreads Its Wings

Customer Experience Matrix

In both cases, what’s really happening is the vendor has published APIs that make it easier for other vendors to build products that integrate with their systems. Such APIs are available to varying degrees for other marketing automation products too, so an app marketplace isn’t quite as huge a leap as it may seem. The folks at HubSpot have been busy this summer, announcing their acquisition of Performable in June and their HubSpot App Marketplace last week.