B2B marketing automation: An interview with Will Schnabel

Sales Lead Insights

This is one of a series of occasional interviews with top practitioners on topics of interest to B2B lead generation, marketing and new business development professionals. Marketing automation has become a growing issue for B2B marketers as they strive to maximize lead generation efforts and provide personalized touch points for all prospects. Will joined Silverpop in 2007 following the company's acquisition of Vtrenz, where he was President and CEO.

Vtrenz Gives a Solid Overview of Relationship Marketing

Customer Experience Matrix

So it came as a pleasant surprise to find that marketing automation vendor Vtrenz’ ( www.vtrenz.com ) series “Effective Relationship Marketing” presented a fairly comprehensive overview of its topic, including several points with no obvious direct relationship to Vtrenz products. The Vtrenz series is long for this sort of thing: three 16-page papers, one each on nurturing, growing and retaining customers.

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Marketing Automation Vendor Consolidation: Lessons from History

Customer Experience Matrix

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. This is a natural result of a maturing market, as technology-oriented pioneers are replaced by buyers less likely to research their options in depth.

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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. After a close analysis of the alternatives, I have decided the Alexa.com traffic statistics are the best indicator of vendor market presence. Vtrenz is clearly a major vendor, so nothing is at stake here except bragging rights.

Why Most Consumer Marketing Automation Systems Are Not Software-as-a-Service, And When That Will Change

Customer Experience Matrix

Summary: Consumer-oriented marketing automation systems have been slower to adopt the Software-as-a-Service model than business marketing (demand generation) systems. Software-as-a-Service (SaaS) is now the standard model for business-to-business marketing automation (a.k.a. But consumer-oriented marketing automation products from vendors like Unica , SAS and Teradata are still commonly sold as traditional on-premise software.

Silverpop Engage B2B Adds Visual Campaign Builder

Customer Experience Matrix

Silverpop Engage B2B (formerly Vtrenz) on Monday rele ased its first visual campaign builder, finally matching a feature offered by nearly all its competitors. A track can include placeholder objects, letting users design a campaign before its marketing materials are ready. Tags: marketing automation silverpop engage b2b vtrenz campaign management lead management software usability user interface demand generation

Demand Generation Vendor Traffic Rankings

Customer Experience Matrix

Summary: Based on Web traffic rankings, new demand generation vendors with low prices are gaining market presence. Last November, after much consideration of alternatives , I settled on Alexa three-month Web traffic rankings as a reasonable way to measure the relative market presence of demand generation vendors. Note: after I posted this, it was pointed out to me that the bulk of traffic on several sites relates to customer log-ins rather than marketing prospects.

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Getting Closer to My Usability Ratings

Customer Experience Matrix

As a reminder, I'm planning to build two usability scores, one for simple marketing programs and one for complex marketing programs.) (Yes, 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.

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

Customer Experience Matrix

I was going to (and still may) write a separate post about this, but basically that means you have to lay out the details of the marketing programs you expect to execute with the system, and then identify the features needed to support those programs. 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.)

Low Cost Systems for Demand Generation

Customer Experience Matrix

I do recognize that they are the best known vendors in the space (with apologies to Vtrenz , whose identity is somewhat blurred since its purchase by Silverpop ). But there are plenty of other options, particularly for marketers with limited budgets. Marketo is certainly a fine product, but marketers should still look around before picking it by default. They focus on email nurturing campaigns and marketing measurement.

Demand Generation Implementation Survey - Background Results

Customer Experience Matrix

nbr responses vendor 8 Marketo 6 Eloqua 3 Genius.com 3 LoopFuse 3 Pardot 2 Market2Lead 2 Treehouse Interactive 1 eTrigue 1 Vtrenz (Silverpop) 7 No Response 36 Another intriguing bit of contextual information is the deployment date of the systems. Tags: marketing automation software deployment low cost marketing software lead management demand generation implementation demand generation

First Look at New Marketo Release

Customer Experience Matrix

In Fernandez’ view, this reflects a fundamental philosophical difference from his competitors: Marketo sees marketing as reacting to prospect-initiated behaviors, not executing company-driven interaction paths. This is a perfectly straightforward approach, although I suspect that marketers may find it hard to keep track of the selection rules as they get increasingly complicated. That last point morphed into a discussion of the increased integration between marketing and sales.

Demand Generation Systems Shift Focus to Tracking Behavior

Customer Experience Matrix

Over the past few months, I’ve had conversations with “demand generation” software vendors including Eloqua , Vtrenz and Manticore , and been on the receiving end of a drip marketing stream from yet another (Moonray Marketing, lately renamed OfficeAutoPilot ). Although the underlying technology is similar, the focus on individuals supports highly personalized marketing.

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.

Marketo Releases Marketo Lead Management 3.0

WebMarketCentral

Marketing automation software vendor Marketo today announced the launch of its Marketo Lead Management 3.0 Promising deeper support for a "conversational model of marketing," the new release provides 75 user interface enhancements as well as new features including: More fine-grained control over segmentation, targeting, and triggering; "Progressive profiling" on forms (i.e. tags: marketing automation software, Marketo Lead Management 3.0,

How Different is Small Company CRM?

Customer Experience Matrix

Access Markets International (AMI) Partners ( www.ami-partners.com ) published “Mid-Market CRM: Vendor Strategies for a New Frontier”, which found only 35% of mid-sized companies have an existing CRM installation. These studies reinforce the notions I presented yesterday, that (a) smaller firms are more likely to benefit from hosted CRM (b) smaller firms are a big market opportunity and (c) smaller firms have different needs from larger organizations.

B2B Lead Management Market Heats Up

delicious b2bmarketing

Home Forrester Research « Getting Up Close and Personal | Main | Social Technographics Data Now Available » March 20, 2008 B2B Lead Management Market Heats Up [Posted by Laura Ramos ] Since the start of this year, I’ve been receiving a boatload of briefing requests from companies wanting to show me their lead generation and management solutions. I know Suresh Vittal includes lead management as a component of his enterprise marketing platform. We can broaden our available market."