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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 This was a bit of a surprise, given that Eloqua just went public in August. It suggests that neither Oracle nor Eloqua management felt the company was substantially undervalued.

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Buying Parity: Thoughts on Marketo’s Acquisition of Crowd Factory

Modern Marketing

Virtually every company in the marketing automation space – from SMB players like HubSpot and Pardot to B2C specialists like Neolane to up-market companies like Eloqua – offers a viable social media component to their demand generation system. Now everyone is betting on the nexus of demand generation and social media. Companies that prefer a more organic model (create great content, facilitate sharing) may prefer Eloqua Social Suite.

Trending Sources

Raab Report: Neolane, Aprimo, and Eloqua Rate Highest for Large Company B2B Marketing Automation

Customer Experience Matrix

Tuesday’s post looked at the micro-business sector leaders according to our VEST report and gave a bit of background on how the ratings are created. Today let's take a look at the same diagram for large businesses, which we define as companies with $500 million revenue or more.

We Should Be Asking: “Why Didn’t Marketo Raise More?”

Modern Marketing

When I heard word of Marketo’s $50 million round, my immediate response was, “Good for them; better for the industry,” predictable though it may sound. Whenever prominent institutional investors fund a company, the broader category also benefits from the attention, demand and innovation that follow. When it comes to Marketo’s funding, the question most observers will ask is: Why did they need to raise $50 million just one year after securing $25 million?

The Top 5 Mistakes Companies Make Building Demand Generation

Sales Engine

So they task marketing leadership with building a demand generation engine and run into myriad problems. They may still be necessary, just not in a demand generation function.) A demand generation program requires a consistent drum beat of content.

6 Cringeworthy Marketing Technology Failures

Digital B2B Marketing

From marketing automation to demand side platforms to content management systems, technology puts the right message in front of the right person at the right time. On Facebook and across their site, Marketo believes I am actually Lauren, one of my colleagues.

Big deals for Marketo and Demandware, but what do they mean?


Two billion-dollar M&A deals: Marketo was acquired by private equity firm Vista Equity Partners for $1.79 Marketo’s deal isn’t industry consolidation — at least not yet. Let’s start with Marketo.

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The 14 Best Marketing Automation Tools


1) Marketo. Sample review: “InTouch is a sales CRM and automated marketing tool, targeted at smaller businesses. 7) Oracle Eloqua. Best suited (like Marketo) for large enterprises. This was the ninth post in the Best Online Business Tools series. #1:

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The B2B Lead Generation-Demand Generation Book “Hall of Fame”


Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business . The practical guide to developing marketing content that people care about, and how to implement that content via social media and demand generation.

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

Customer Experience Matrix

By contrast, the fourth trend seems to be driven by recognition that small business presents a huge opportunity. This makes it a system for both small business and service vendors: two of my four themes.

Marketo Sales Insight Expands Salesforce Access to Marketing Data

Customer Experience Matrix

Summary: Marketo's new Sales Insight ranks prospects for sales people, based on recent Web and email activities. It lets Marketo sell seats to sales departments, which could be more lucrative than selling its core demand generation system. But I expect the sales automation vendors to take the business for themselves. The moments are set up as real time triggers within Marketo. an option to send emails and add prospects to Marketo campaigns.

New Marketing Automation Report: Venture Funding is Key to Success

Customer Experience Matrix

The table below shows growth for the remaining groups: As you see, core vendors grew almost twice as fast as the micro-business group and considerably faster than HubSpot. There was some speculation last year that the micro-business vendors were growing the fastest.

Marketing Automation’s Next Frontier: Madison Avenue

Digital B2B Marketing

Marketers have invested in marketing automation, content and, in many cases, creating complex business rules to determine what content and message to deliver when. This week Marketo announced that AdRoll, a provider of retargeting ads, is part of their LaunchPoint ecosystem.

Raab Report: Financial Comparison of B2B Marketing Automation Vendors

Customer Experience Matrix

I’ve been so busy analyzing the new VEST data that I missed the announcement that Eloqua’s would make its initial stock offering today. As we saw, Eloqua’s client count is growing considerably slower than all major competitors except Infusionsoft.

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

Mintigo’s conclusion across 186,500 B2B companies was that just three percent were using the most common marketing automation systems: Oracle Eloqua , Marketo, HubSpot, and Pardot. million for Marketo.)

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. The table below presents a reasonably comprehensive list of demand generation (a.k.a. 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.

eTrigue Puts a New Interface on Mature Marketing Automation Features

Customer Experience Matrix

Summary: eTrigue's new product is aimed at small-to-mid size businesses who want an easier alternative to leading marketing automation systems. Even if these vendors are right that complexity is the key barrier to adoption, there’s no business opportunity unless their systems are simpler.

Marketing Automation, Set It and Forget It

Puzzle Marketer

Marketing automation combines technology, typically hosted, with business processes that score leads based on fixed criteria like title and size of company, as well as dynamic criteria, such as which web pages the person viewed, whether the individual attended a webinar or clicked through to an offer. It’s very demanding to send a personalized “Thank you” note to every one of your customers on the same day they make a sale.

VEST Report: Latest Trends in Marketing Automation, and Where's My Hoverboard?

Customer Experience Matrix

more micro-business vendors. All six of the vendors new to this report sell primarily to small businesses, and most are “all-in-one” systems that combine marketing automation with integrated CRM. If there’s a logical connection between those businesses, I don’t want to know about it.

Pedowitz Group Offers Free Support for New Eloqua Clients

Customer Experience Matrix

The Pedowitz Group announced this morning that it was offering $15,000 in free consulting services and guaranteeing a five-day implementation to new clients who purchase Eloqua demand generation software. If you’re not familiar with The Pedowitz Group, President and CEO Jeff Pedowitz ran the professional services group at Eloqua for several years before starting the company.

Why Is B2B Marketing Automation Growing So Slowly?

Customer Experience Matrix

The most notable is Eloqua, which as a public company has to report its results. I’ve excluded business under $5 million revenue from this analysis because that’s a very different market.

Which B2B Marketing Automation Systems Have Hard-to-Find Features? The Answers May Surprise You

Customer Experience Matrix

Since the chart is organized with small business systems to the left and big business systems to the right, this means the rarer features are most often found in products for big marketing departments. Nor is it simply that these items are small business specialties.

And Our Forecast of B2B Marketing Automation Revenue for 2013 is.

Customer Experience Matrix

Sector revenues: We aggregate the vendor-provided client counts by industry segment (micro business, small business, mid-size business, and large business), which we multiply by the estimated average selling price in each segment.

Raab Report: B2B Marketing Automation Revenues to Hit $525 Million in 2012

Customer Experience Matrix

We distinguish four segments: micro-business with under $5 million revenue; small business with $5 to $50 million revenue, mid-size business with $50 to $500 million revenue, and large business with over $500 million revenue.

Spring 2016 Product Release Highlights


Now digital marketers can automate their ToFu campaign efforts with Captora’s ability to identify and prioritize demand, launch/optimize campaigns, and view real-time performance insights at scale across channels. Continuous Demand Intelligence.

The Pond Just Got More Crowded: Google, and Sequoia Invest in HubSpot

Customer Experience Matrix

This could be a real game-changer in the small business marketing automation landscape. It’s selling to small and mid-size companies and business-to-business marketers, who are just dipping their toes into marketing automation. intended to extend Google’s own business).

How to Nurture Contacts Beyond the Inbox

Modern Marketing

Pete is responsible for social, content and product marketing at Bizo , which specializes in business audience marketing. Finalists for the award included Marketo, Adobe Campaigns, and Bronto Software.

Infer Makes Headlines with Latest Product Innovations


While self-service modeling solutions represent an exciting new frontier for these markets, businesses should be cautious to understand the tradeoffs before jumping in feet-first. This “In the News” roundup highlights Infer’s insights and coverage from around the web.

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. But Eloqua , Silverpop and Marketo remain industry leaders. 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. The leaders among demand generation systems are still Eloqua , Silverpop and Marketo.

Top 50 B2B Marketing Influencers On Twitter

B2B Marketing Insider

Forrester – Forrester Research, Inc – An independent research company that provides pragmatic advice to global leaders in business and technology. Marketo – – Marketing software. NoyesJesse – Jesse Noyes – Managing Editor @ Eloqua.

How to Measure Email Success in 2015: A Call to ROI

The Point

A campaign can generate a phenomenal open rate, an astonishing click rate, and even hundreds of leads, and yet contribute virtually nothing to the business. And best of all, the revenue that the campaign delivered to the business.

Ranking B2B Marketing Automation Vendors: How I Built My Scores (part 1)

Customer Experience Matrix

vendor strength , which assesses a vendor’s current and future business position. Raab Associates’ primary business for the past two decades has been selecting systems, so we have a well-defined methodology for vendor scoring. I was particularly worried about the small business weights.

Demand Generation Usability Scores - Part 3

Customer Experience Matrix

This post will complete the demand generation vendor usability scores by looking at items that contribute to usability for complex marketing programs. Marketo gets a half point because it can direct leads to lists, which in turn feed campaigns, but not to campaigns directly. Explicitly direct leads from one campaign to another Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B 1 1 1 1 0.5

Infer Partners with Terminus to Introduce Predictive Ad Targeting that Drives Advertising ROI through Top-of-the-Funnel Engagement


a leading predictive sales and marketing platform that helps companies win more customers, today announced a Predictive Ad Targeting Platform that helps businesses target their highest-potential accounts and fuel deeper engagement.

Infusionsoft Helps Clients Map Their Marketing Strategy

Customer Experience Matrix

But there's an extra passion at Infusionsoft that I think comes from serving small business people. The company and its clients prefer the term “entrepreneur”; I’ve been toying with “micro-business” as a label. The micro-business owner's life is tied to the company’s success in the way that even the most loyal employee's or corporate manager's life is not. Marketing automation for micro-businesses is fundamentally different from marketing automation for larger firms.

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Demand Generation Usability Scores - Part 1

Customer Experience Matrix

To start back at the beginning, the objective has been to find a practical, objective way to evaluate the usability of different demand generation systems. Obviously these aren't very specific scenarios, but I think the ability to efficiently deliver many different treatments to different customers is ultimately what separates simple from complex in a demand generation context. For example, every demand generation system provides an editor to create emails.

Low Cost Systems for Demand Generation

Customer Experience Matrix

My new obsession with Twitter (follow me as @draab) has led to several messages from people who seemed to have trouble choosing between Eloqua and Marketo. This is a bit perplexing, since those products are at the opposite ends of the spectrum: Marketo being relatively low cost / limited functionality / easier to learn, and Eloqua being higher cost / richer functionality / takes more training.

LucidEra Takes a Shot at On-Demand Analytics

Customer Experience Matrix

Back in March, I wrote a fairly dismissive post about on-demand business intelligence systems. My basic objection was that the hardest part of building a business intelligence system is integrating the source data, and being on-demand doesn’t make that any easier. I still think that’s the case, but did revisit the topic recently in a conversation with Ken Rudin, CEO of on-demand business analytics vendor Lucid Era.

More Content is Not Always Better – Wise Words from Chris Vandermarel


And to understand how companies can make the most of their content, we sat down with Chris Vandermarel, Demand Generation Manager at Toronto-based LookBookHQ. Past roles at ESRI and the Activa Group gave Vandermarel a solid background in marketing automation and demand generation, but it was a chance meeting that brought him to LookBookHQ. “By How has content marketing evolved since you started in demand generation?

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33 Inspiring B2B digital marketing case studies

grow - Practical Marketing Solutions

The results of the campaign generated 1,700 leads, 125 webinar participants, 5,000 views on Slideshare and $1 million in new business. With a target audience of about 2,000, nearly $8 million in new pipeline business was closed. Did you find one relevant to your business?