Oracle Buys Market2Lead Intellectual Assets

Customer Experience Matrix

Oracle tersely announced today that it had purchased the intellectual assets of demand generation vendor Market2Lead. This is an excellent fit for Oracle in that Market2Lead is a sophisticated product that is best suited to large, demanding marketing operations. Market2Lead CEO Geoff Rego explained some of the mechanics of the deal to me in a private conversation, but the details were not for publication.

7 Reasons Why Oracle's Market2Lead Acquisition Makes a Lot of Sense

LeadSloth

Oracle has just acquired Market2Lead , one of the early Marketing Automation vendors. Market2Lead Probably Got A Good Deal. Market2Lead was one of the early Marketing Automation vendors. Actually in 2006, when I was a marketing manager at a software company in San Francisco, I selected Market2Lead as our Marketing Automation system. I publish a list of all Marketing Automation vendors. It Puts Marketing Automation On The Map.

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Market2Lead User Interface: Attention to Detail Pays Off

Customer Experience Matrix

Summary: Market2Lead's revised user interface has plenty of refined details. I saw a demonstration of Market2Lead ’s new user interface last December, and they released it in February. One objective metric is mouse clicks: Market2Lead reports these were reduced by 300%.

Market2Lead Offers Enterprise-Strength Demand Generation System

Customer Experience Matrix

Market2Lead offers the usual list of demand generation functions: outbound email, Web forms and landing pages, automated lead nurturing, integration with sales, and campaign return on investment analysis. But while many demand generation vendors simplify these features so marketers can run them for themselves, Market2Lead offers no such compromises. This is not to say that Market2Lead is especially hard to use. But Market2Lead does not provide its own email services.

Freelance Marketing Automation Consultant

LeadSloth

This week I’m finishing up my day job as Sr Marketing Manager at Backbase, and will be available full-time for Marketing Automation Consulting. If you have Marketing Automation challenges, I’d love to hear from you ( or toll-free 1-888-4A-SLOTH). I have hands-on experience with Marketo, Market2Lead, Pardot, Hubspot, Salesforce.com, DemandTools, various Email Service Providers, multiple CMSs (Wordpress, Drupal), and a range of other tools.

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.

Oracle Buys Eloqua: Winners and Losers for B2B Marketing Automation

Customer Experience Matrix

Oracle announced today that it has agreed to purchase B2B marketing automation leader Eloqua for $23.50 The deal makes obvious sense, in that it gives Oracle a much stronger position in the fast-growing B2B marketing automation industry*. Oracle does have an existing B2B marketing automation product, based on the technology it acquired from Market2Lead in 2010. Market2Lead was very good system, but it lacked the huge market presence that Oracle gains from Eloqua.

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Ranking the Demand Generation Vendors by Popularity (Yes, Life Really Is Just Like High School)

Customer Experience Matrix

My original plan had been to add several marketing automation vendors with significant presence in this market. So far the original list of Eloqua , Vtrenz , Marketo , Manticore Technology and Market2Lead has proven a good set of choices. The table below shows the Alexa rankings and share statistics for the current Guide entries, the four marketing automation vendors already mentioned, and a dozen or so contenders.

Top-10 Demand Generation Vendor Blogs

LeadSloth

Market2Lead Marketing Automation and Lead Management blog. The Market2Lead blog got a boost when Kevin Joyce joined the company. He writes in-depth posts on Marketing Automation best practices. Pardot’s corporate blog has practical tips for email marketing, landing pages, search engine optimization and marketing automation. In my previous post I listed the Top-10 Demand Generation blog by marketers and consultants.

Do Small Businesses Need Marketing Automation?

Customer Experience Matrix

Summary: Vendors who target small businesses include provide functions beyond traditional marketing automation. But larger firms need to be efficient too: so expect all marketing automation systems to eventually expand in similar ways. A couple have noted that my questions only cover standard marketing automation functions (email, landing pages, nurture campaigns, lead scoring, CRM integration and reporting), while their products offer additional functions.

Oracle Buys ATG: Bad News for Marketing Automation?

Customer Experience Matrix

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. Since ATG itself provides substantial online marketing functionality, there’s a smaller gap for Oracle to fill with a separate marketing automation purchase. So… Oracle bought ATG today for $6.00

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Hard Data to Justify Your Marketing Automation Investment

Customer Experience Matrix

Summary: So you want some hard numbers to prove the value of marketing automation? A client asked yesterday if I had some benchmark information to justify the cost of her marketing automation project. Aberdeen Group has published many studies related to marketing automation. That makes it a bit harder to use Aberdeen data to justify a marketing automation investment. Here's a bunch.

Marketing Automation Vendor Consolidation: Lessons from History

Customer Experience Matrix

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. Will weaker marketing automation vendors merge with each other to establish a larger market presence? Let’s look at a similar consolidation about ten years ago, among the original marketing automation vendors.*

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

Customer Experience Matrix

Summary: Marketing automation and CRM systems may eventually converge, but for now marketers need help explaining why they need a system of their own. People still don’t understand the difference between marketing automation vs. CRM. Will Marketing automation and CRM remain separate? The discussion also segued into whether marketing automation and CRM will merge in the long run. Is Salesforce.com a threat to vendors of marketing automation solutions?

Marketing Automation System Trends: What We Found in the Raab Guide

Customer Experience Matrix

I’m pleased to report that the 2010 edition of the Raab Guide to Demand Generation Systems is officially available today, with updated entries on all vendors (alphabetically: Eloqua , Manticore Technology , Market2Lead , Marketbright , Marketo , Neolane and Silverpop Engage B2B ). The same three vendors also added new tools to give salespeople better access to information the marketing automation system has captured about their leads.

LoopFuse Offers Free Marketing Automation System: Another Step Towards Industry Consolidation

Customer Experience Matrix

Summary: LoopFuse has launched a free entry-level version of its marketing automation system. LoopFuse today promised to “transform” the marketing automation industry by offering a free version of its system. When they briefed me last week, they said the main purpose of the new system is really to entice trial among companies just starting with marketing automation. rather than marketing automation.

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. Three years ago, Oracle bought Market2Lead, a strong marketing automation solution targeting the business buyer.

Demand Generation Usability Scores - Part 3

Customer Experience Matrix

Explicitly direct leads from one campaign to another Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B 1 1 1 1 0.5 Linear campaigns embedded in larger campaign flows Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B 0 0 1 1 0 0 1 Integrated a/b testing. In the case of Market2Lead, this entry also encompasses an ability for rules to select entirely different assets at the same point in a campaign flow.

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. Although Oracle doesn’t use the term, this is very consistent with the revenue management concepts described by other B2B marketing automation vendors.

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Hushly Helps Marketers Connect With Anonymous Web Site Visitors

Customer Experience Matrix

When this blog last left Geoff Rego in 2010 , he had just sold the assets of pioneering B2B marketing automation vendor Market2Lead to Oracle. hushly lead identification marketing automation privacy prospect databases Since then, he’s been gnawing at the bone of anonymous business leads, suspecting that there’s some way to gain value from people who are interested in a product but haven’t identified themselves to vendors.

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Demand Generation Usability Scores - Part 2

Customer Experience Matrix

Build a campaign as a list of stages Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B 0 0 1 1 1 0 1 Build linear campaigns outside of a larger campaign structure. Build linear campaigns outside of a larger campaign structure Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B 0 0 1 1 1 0 0 Define campaign schedules only at the campaign level, not for individual steps.

How Workflows Take Marketing Automation to the Next Level

Hubspot

A workflow is series of automated actions that you can trigger to occur based on a person’s behaviors or contact information. Workflows go way beyond simple marketing automation , though. Your goal here is to waste less time, define the rules you want, and be able to automate it. According to a report released by Lenskold Group and The Pedowitz Group, 60% of survey respondents who use marketing automation say it has increased the quality of the leads that get passed to sales.

New Guide is Ready

Customer Experience Matrix

A proper e-commerce site will be available shortly, but if anyone really can't wait, the salient details are: - 150+ point comparison matrix and detailed tables on: Eloqua, Manticore, Marketo, Market2Lead and Vtrenz, based on extensive vendor interviews and demonstrations - price: $595 for single copy, $995 for one-year subscription (provides access to updates as these are made--I expect to add more vendors and update entries on current ones). -

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Demandbase: A New Twist In The Lead Management Automation Market

delicious b2bmarketing

Home Forrester Research « I was recently briefed by | Main | Going Corporate » August 26, 2008 Demandbase: A New Twist In The Lead Management Automation Market [Posted by Laura Ramos ] In a recent survey of over 2100 IT professionals who buy or recommend telecom and networking solutions, we found buyers turn to peers and colleagues first, followed by vendor, industry trade, or professional Web sites, to inform their purchase decisions.

Demand Generation Usability Scores - Part 1

Customer Experience Matrix

Select marketing assets from shared libraries Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B 1 1 1 1 1 1 1 Text search for assets. Text search for assets Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B 1 1 1 1 1 1 1 Share marketing assets across campaigns. Live templates for asset frames Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B 1 1 1 0 1 1.5

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

Customer Experience Matrix

B2b marketing automation) vendors, with links to my reviews where I've written one. Tags: demand generation marketing automation software selection demand generation 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. My brief answer was that the biggest difference was less functionality than the target markets the different vendors pursue.

Getting Closer to My Usability Ratings

Customer Experience Matrix

But I also knew that some of the vendors focused on complex programs ( Market2Lead , Marketbright and arguably Silverpop/Vtrenz ) embed similar-looking list-style campaigns within a larger flow logic. Marketbright and the new Market2Lead interface use an actual flow chart; Silverpop/Vtrenz uses non-visual rules. Tags: software usability measurement marketing automation lead management demand generation

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Marketo's Enterprise Edition and Revenue Cycle Management: Looking Under the Hood

Customer Experience Matrix

Other enterprise-level marketing automation systems can create different branches within their campaigns, so different segments follow entirely separate paths. I’ve always considered branching campaign flows to be one of the key requirements for an enterprise-level marketing automation system. The basic idea is to track leads through stages in a purchase funnel, which is similar to pipeline reporting in many sales automation systems.

Demand Generation Vendor Traffic Rankings

Customer Experience Matrix

Tags: vendor rankings demand generation marketing automation lead management

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. by Joe Payne | Tweet this. Much will be said over the next few days about HubSpot’s $32M Series D round.

Aprimo Marketing Studio Supports Sophisticated Business Marketers

Customer Experience Matrix

In other words, Marketing Studio competes with high-end demand generation systems like Eloqua , Market2Lead and Neolane. Small digression: most business marketing systems are designed around data from a sales automation system such as Salesforce.com. Eloqua and Market2Lead are based on sales automation data, but can incorporate external tables. Tags: aprimo business marketing marketing automation database marketing lead management demand generation

Multi-Step Campaign Interfaces: A Quick Vendor Survey

Customer Experience Matrix

I say this with the fervor of a reformed sinner, since for many years I looked at flow charts as the mark of an advanced marketing automation system. They do perfectly well with flow chart interfaces, which indeed are standard on enterprise marketing automation products (e.g. Unica, Teradata Relationship Manager, SAS Marketing Automation, Siebel Marketing, Alterian, Aprimo, SmartFocus). If you read this blog regularly (and who doesn't?),

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How Demand Generation Systems Handle Company Data: Diving into the Details

Customer Experience Matrix

Here are the questions I asked, with summaries of answers from the five vendors in the current Raab Guide ( Eloqua , Manticore Technology , Market2Lead , Marketo , Vtrenz ) plus two I’ll be adding shortly ( Marketbright and Neolane.) Market2Lead and Marketbright also use the company data and links imported from Salesforce.com. Tags: low-cost marketing software marketing automation lead scoring lead management software selection demand generation

More Blathering About Demand Generation Software

Customer Experience Matrix

When I was researching last week’s piece on Market2Lead , one of the points that vendor stressed was their ability to create a full-scale marketing database with information from external sources to analyze campaign results. My understanding of competitive products was that they had similar capabilities, at least hypothetically, so I choose not to list that as a Market2Lead specialty. Tags: marketing software marketing automation lead management demand generation

Never Waste an Opportunity: The Value of Lead Nurturing

Tomorrow People

Lead Nurturing Automates the 3 Points. With automation tools, you can continue the engagement in a hands-free environment, while still participating in the conversation. Automatic emails, new content notifications, RSS feeds and social media updates can all be automated to deliver valuable information to previously engaged visitors on a regular basis. Perhaps the most valuable aspect of lead nurturing is the ability to automate.

Low Cost Systems for Demand Generation

Customer Experience Matrix

On the other hand, pricing starts at $199 per month for a 2 user system with pretty much all of their marketing features, and you’d be hard-pressed to spend more than $500 per month unless you want lots of users for non-marketing functions such as sales automation or order entry. Act-On Software : a slightly different take, with strong Webinar support and an option to use its own low-cost sales automation system as an alternative to Salesforce.com Price starts at $499 per month.

Demand Generation Usability Scores - Part 4

Customer Experience Matrix

Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B complex 11 8.5 Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B Marketing Channels Beyond Email and System-generated Web Pages 0 0 0 1 0 0 0 dealer / channel management (register and co-promote with channel partners) 1 0 0 0.5 Tags: software usability measurement demand generation marketing automation lead management software selection