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Market2Lead offers the usual list of demandgeneration functions: outbound email, Web forms and landing pages, automated lead nurturing, integration with sales, and campaign return on investment analysis. This is not to say that Market2Lead is especially hard to use.
Oracle tersely announced today that it had purchased the intellectual assets of demandgeneration 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.
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. It’s a good thing that Market2Lead moved more quickly than I did, because the new interface is a huge improvement. Time flies.
This post will complete the demandgeneration 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.
To start back at the beginning, the objective has been to find a practical, objective way to evaluate the usability of different demandgeneration systems. For example, every demandgeneration system provides an editor to create emails. So, having run out of reasons to delay, let me present the results.
As you might imagine, I’ve been trying to decide how to expand the set of products covered in the Raab Guide to DemandGeneration Systems. The tentative list is Unica , Aprimo , Alterian , and Neolane. But I’ve also been approached by some of the other demandgeneration specialists. How to choose?
Summary: Based on Web traffic rankings, new demandgeneration 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 demandgeneration vendors.
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. They even cited one demandgeneration vendor that had turned to them for help. (In
I've been having a dandy time analyzing the results of my DemandGeneration Implementation Survey. In any case, the ten deployments in the first four months of 2009 (or 12 if you count the two future dates) and 12 in 2008 highlights the newness and fast growth of the demandgeneration industry. the system itself 0.67
In my previous post I listed the Top-10 DemandGeneration blog by marketers and consultants. Today I’ve put together a list of vendor blogs. Hubspot is probably both the most active and most popular blog of this list. Market2Lead Marketing Automation and Lead Management blog. Marketbright blog.
Back in early January I posted a discussion on treatment of Company-Level Data in DemandGeneration Systems. At that time, I posed a set of specific questions to the demandgeneration vendors in the Raab Guide. Yesterday the final answer trickled in. Results are summarized in the table at the end of this post.
I spent a good part of yesterday talking with demandgeneration vendors about the usability scores I've been publishing all week. Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B complex 11 8.5 12 11 simple 8 10 10 10 12 8.5 9 Now what? 0 0 0 0 0.5
But even including that, the first year cost for most of these will be less.) : Manticore Technology : a full-featured demandgeneration product. See my 2007 blog entry for some information or buy the Raab Guide to DemandGeneration Systems for a detailed review. Just kidding.or Pricing starts at $599 per month.
One of the audience members at the B2B Marketing University in Boston asked about demandgeneration 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.
I've been distracted this week by an unrelated client deadline, but the new Raab Guide to DemandGeneration Systems is indeed complete. Tags: marketing software marketing automation lead management demandgeneration.
Summary: Social media and access for sales people were the two big trends among demandgeneration vendors last year. This contrasts with traditional demandgeneration pricing on database size and/or activity volume, but is the way sales automation systems like Salesforce.com are usually sold. Upgraded reporting.
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. Tags: DemandGeneration DemandTools drupal hubspot market2lead marketo pardot salesforce.com twitter wordpress.
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.
Campaign analysis in demandgeneration systems. The question here is whether most demandgeneration systems ( Eloqua , Vtrenz , Marketo , Market2Lead , Manticore , etc.) , so I suppose I’ll have to start defining a standard set of my own. There may be a quiz.)
you know that I see a lot of demandgeneration systems. But the vast majority of demandgeneration systems are installed in much smaller marketing departments, where setting up campaigns is just a fraction of the user's job. Here, then, is a list of vendors (alphabetically) and their interfaces.
For more on vendor classifications, see my list of demandgeneration vendors from last November.) In other words, Marketing Studio competes with high-end demandgeneration systems like Eloqua , Market2Lead and Neolane. Other business marketing systems generally cannot.)
Other vendors have similar price points for the small business market (see my list of demandgeneration vendors ) although I suspect their internal costs are higher. They believe this makes it easier for their target customers (under 25 employees) to see them as the next logical step beyond standard email.
Major themes were greater access to detailed information, more precise targeting, and tighter integration with Salesforce.com. Although I actually think that quite a few demandgeneration vendors share the Marketo philosophy, it’s still helpful to hear the distinction made clearly.
Eloqua “ The Business Case for Integrated DemandGeneration ” offers data from Forrester, CSO Insights and several Eloqua clients. CSO Insights, “Optimizing Lead Generation: What’s the Payback,” 2006 Best in Class Average % higher % reps making quota 66.1% The data is a couple of years old but still valid. 51% win rates 55.6%
Summary: Vendors who target small businesses include provide functions beyond traditional marketing automation. This helps business owners who need to generate revenue as efficiently as possible. Vendors like NetSuite do offer such products, but they’re not targeted at very small businesses.
by Market2Lead CMO Kevin Joyce for a good statement of the separatist position.) Tags: software as a service demandgeneration marketing automation sales automation. But the other presenters disagreed, largely arguing that the separate groups have distinct needs. See Who’s Afraid of the Big, Bad Wolf?
Market2Lead had something similar but is no longer sold.) Tags: marketing automation enterprise marketing management marketing measurement marketo revenue attribution lead management demandgeneration. However, Marketo's implementation brings this reporting to a new level.
Kevin Joyce , CMO, Market2Lead. David Raab , Raab Associates & author, Raab Guide to DemandGeneration Systems. The vast majority of leads generated on a website never have a meaningful conversation with a sales rep. DemandGeneration? Kevin Joyce, CMO, Market2Lead ( @nivenor1 ).
Who cares what you’re selling, what are customers buying - Market2Lead , October 21, 2009. 2010 Blueprint for B2B DemandGeneration Success: Free Webinar with SiriusDecisions and the American Marketing Association - Modern B2B Marketing , October 19, 2009. Tags: Best. Mine’s Bigger than Yours!
Pull versus push for more effective lead nurturing campaigns - Market2Lead , September 29, 2009. New Ebook – 65 Tips on B2B DemandGeneration - Direct Connections , September 17, 2009. Tags: Best. Five Simple Tips for Managing a LinkedIn Group - PR Meets Marketing , September 7, 2009. What is a Social Business?
B2B marketers looking for ways to turn their Web sites into demandgeneration tools have some new solutions to consider. As part of a broader lead generation, on-demand platform, Demandbase offers a free, downloadable Web application built on Adobe AIR (one of 3 investors in an $8M round they also announced.)
4) “Pure play” lead management – this group is lead by Eloqua , but there are a LOT of firms throwing their hat into this ring including Vtrenz, Hubspot, Manticore, Market2Lead, Marketo, LoopFuse, einsof, iHance, Precience, among many others. That I’m sure to hear about them since I know I’ve missed adding many to this list.)
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