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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 ”? Features and Capabilities of Marketing Automation versus CRM. Common features of a CRM system. Now, let’s compare that to the common features of marketing automation systems.

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

Customer Experience Matrix

This includes detailed research into keyword rankings for the client and competitors, analysis of Web pages for features that improve search ranks, an inbound link manager, and a Twitter client to publish posts and embed trackable URLs that measure campaign results.

Trending Sources

The 4 Stand Out Aspects of Salesforce Summer 11

Modern Marketing

While this release is not heavy on features by Salesforce.com standards, the company has been on an acquisition spree as of late and the Dreamforce keynote only a few months away, so I expect to see a lot more in the works. For me, four things in this release stand out: The rapid development of Chatter features. Salesforce.com’s development of numerous Force.com features and tools. The commitment to deliver features requested by Salesforce users.

Genoo Aims to Shake Up Marketing Automation Market

Webbiquity

Marketing automation / demand generation software enables marketers to build microsites and use content marketing to capture leads and nurture them through the buying process. The company’s new marketing automation platform enables users to create complete websites as well as microsites and landing pages, automatically send emails triggered by specific actions, configure lead scoring, and integrate with Salesforce.com.

Salesforce.com Best Practices: Thought Leadership with David Taber, Author of Salesforce.com Secrets of Success

Modern B2B Marketing

David is the author of the new Prentice-Hall book, " Salesforce.com Secrets of Success ," which covers the people, policy, and process issues surrounding effective CRM solutions. David is the CEO of SalesLogistix, a specialist Salesforce.com implementer focused on improving business processes for Sales and Marketing alignment and effectiveness. The features were working, but the business wasn't getting the payoff.

Treehouse Interactive Refines Its Features and Targets Larger Firms

Customer Experience Matrix

Summary: Treehouse Interactive has been slowly enhancing its marketing automation system with features that appeal to experienced users. Treehouse has been quietly but steadily growing its business (up 30% this year), improving its product, and attracting more demanding clients. The system also has an “instant polling” feature to embed surveys within any Web page. GoToWebinar When I last wrote about Treehouse, it had just added Salesforce.com integration.

Marqui Combines Content Management and Demand Generation

Customer Experience Matrix

Summary: Marqui started as a Web content management system and then added basic demand generation. Marqui is one of the oldest demand generation vendors, founded in 2000. It added demand generation features later in response to client requests. The entry of CMS vendors into the demand generation market is a bit of a mini-trend right now: others following the same path include Sitecore and Lyris-owned Hot Banana.

Net-Results Simplifies Demand Generation for Small Business

Customer Experience Matrix

Summary: Net-Results is simpler to use than comparable demand generation systems because it applies the same features to many tasks. But on reflection I realized that Net-Results offers a full set of demand generation functions. The demonstration was short because the system uses only a few features to deliver them. This simplifies the system in two ways: marketers have fewer features to learn, and they can reuse their work across many functions.

True Influence Opens a Window into Future Demand Generation

Customer Experience Matrix

Demand generation systems are in that second stage. CEO and co-founder Brian Giese had extensive experience in business sales and marketing and with existing demand generation systems when he began developing True Influence two years ago. So it’s possible to see True Influence, which was released at the end of last year, as his well-educated guess at what future demand generation systems will look like. These are not yet standard features on most demand generation products.

Act-On Software Does List-Based Demand Generation

Customer Experience Matrix

If you look at the Web site of Act-On Software , you’ll see a typical set of demand generation features: email marketing, demand generation (equated with landing pages and forms), lead nurturing, Website visitor tracking, channel (partner) marketing, and lead scoring. Less oddly, it also doesn’t explain that – unlike every other demand generation I recall seeing – Act-On has no marketing database. (Or,

Treehouse Interactive MarketingView Combines Demand Generation with Campaign ROI Tracking

Customer Experience Matrix

I originally spoke with Treehouse Interactive in late January, but didn’t write about them because weren’t quite ready to talk about their Salesforce.com integration. Since that’s critical to many demand generation users, I didn’t want to give a false impression by leaving it out. It’s actually quite a long story, dating back to the company’s initial sales automation system in 1997, followed by its MarketingView demand generation product in 1999.

OfficeAutoPilot: Simple, Powerful, Low Cost Demand Generation for Small Business

Customer Experience Matrix

My personal definition of demand generations systems (see Introduction to Demand Generation Systems from the Raab Guide site) explicitly states that they do not incorporate sales automation. See Should Demand Generation and Sales Automation Be Separate Systems? The latest version actually offers integration with Salesforce.com as well, making the system more suitable for larger organizations. The only other demand generation system I’ve seen use it is Marketo.

Pardot Offers Refined Demand Generation at a Small Business Price

Customer Experience Matrix

My little tour of demand generation vendors landed at Pardot just before Thanksgiving. As you’ll recall from my post on Web activity statistics , Pardot is one of the higher-ranked vendors not already in the Raab Guide to Demand Generation Systems. Pardot and other SMB systems don’t just offer a few simple features. The only common feature that’s missing in Pardot is rule-based branching within multi-step programs.

A Modest Proposal for Demand Generation Usability Measurement

Customer Experience Matrix

To provide a meaningful and consistent comparison of usability across demand generation vendors, you could: 1. For example, pretty much any kind of campaign would involve creating an email, but only some campaigns require adding custom fields to the system database. You also need a standard Salesforce.com installation and perhaps company Web site to integrate during testing. As Tuesday’s post suggested, my thoughts on usability measurement have now crystallized.

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

Customer Experience Matrix

Back in early January I posted a discussion on treatment of Company-Level Data in Demand Generation Systems. At that time, I posed a set of specific questions to the demand generation vendors in the Raab Guide. If it turns out once you drill into details that two are missing some small-but-critical feature, you have to either go with the one remaining or start the process again with another set of candidates. SFDC" stands for Salesforce.com.)

Abandon Your Marketing Automation System!?

LeadSloth

The plan is to go back to using only Salesforce.com with some cheap add-on tools for email, form submission and data quality. My first reaction was: no way, you should not want to do without any type of marketing automation system (for simplicity sake, I use this term as synonymous to demand generation and lead management ). However, when I started looking into Salesforce.com and the wide variety of add-ons, I was less convinced.

Doughnuts and Pizza Slices: Analyzing Consolidation and Competition Among Software Vendors

Customer Experience Matrix

Thus, a marketing automation system like Unica or Aprimo includes advertising management; CRM systems like Salesforce.com provide marketing automation; and ERM suites like SAP and Oracle include CRM.

Salesforce.com Certification: it’s for Marketers, too!

Modern B2B Marketing

As a Salesforce.com user group leader, I often talk to marketers who are looking to get more and/or better data out of their Salesforce.com system. Because of this, many marketers have picked up Salesforce.com admin skills that are highly valued at their companies. .

HubSpot's Strategy for Winning the Marketing Automation Horserace

Customer Experience Matrix

This lets HubSpot extend its scope without developing all the features or delivering all the services itself. He also cited previous enhancements including custom fields in list imports, custom lists and segments, increased email limit from 5,000 to 50,000 messages, better email templates, optimized email for mobile and social platforms, and improved Salesforce.com integration.

Segmentation, Social Media Drive Lead Nurturing Success for iDirect

The Point

All this presents real challenges for both demand generation and lead management. First, the company invested in Marketo , a leading marketing automation platform that integrated well with the company’s CRM system, Salesforce.com.

Active Conversion Offers Strong Lead Management and Leaves Out the Rest

Customer Experience Matrix

That's fewer functions than traditional demand generation, but if those are the functions you need, who cares? The classic demand generation cycle starts with an outbound email campaign, captures replies on a landing page, scores the responses, and then sends qualified leads to a sales automation system and keeps the others for more nurturing. For a more detailed description of this cycle, see Introduction to Demand Generation Systems in the Resources section of the Raab Guide.

Genoo Offers Web Marketing for Small Business

Customer Experience Matrix

Summary: Genoo provides a simple Web site, demand generation and social marketing for $199 per month. I’m somewhat grandly labeling it a “Web marketing system” rather than “demand generation” because its microsite could replace a small company’s primary Web site. Demand generation features are adequate, if a bit rudimentary, and are supplemented by social marketing capabilities that do an above-average job of integrating social activities with traditional lead data.

Will Marketing Technology Look Like iOS Someday?

Hubspot

Facebook and Google alone are constantly changing, introducing new features and services, and sundowning old ones. Each new wave of innovation alters the playing field for marketing -- and opens up the opportunity for new marketing software to capitalize on it.

ClickDimensions Offers Marketing Automation as a Microsoft CRM Add-on

Customer Experience Matrix

Small business systems like Infusionsoft and OfficeAutoPilot solve this problem by bundling their own CRM features. Of course, another way to look at this is that the CRM vendors already do marketing automation – certainly Oracle/Siebel does, and plenty of folks would argue that Salesforce.com has adequate marketing automation capabilities for most purposes, although most experts (and I) would disagree. crm software small business software demand generation b2b marketing automatio

CRM 2

Dreamforce 14 – Hot or Not

LeanData

According to the Salesforce.com press release (dated Oct. 14, 2013), “Wave is natively integrated with the Salesforce1 Platform and shares the same trusted single sign-on, data security and compliance features of the platform. Hopefully, Salesforce.com can get that fixed in 2015.

Dreamforce 14 – Hot or Not

LeanData

According to the Salesforce.com press release (dated Oct. 14, 2013), “Wave is natively integrated with the Salesforce1 Platform and shares the same trusted single sign-on, data security and compliance features of the platform. Hopefully, Salesforce.com can get that fixed in 2015.

Genoo Aims to Shake Up Marketing Automation Space

WebMarketCentral

Marketing automation / demand generation software enables marketers to build microsites and use content marketing to capture leads and nurture them through the buying process. The company's new marketing automation platform enables users to create complete websites as well as microsites and landing pages, automatically send emails triggered by specific actions, configure lead scoring, and integrate with Salesforce.com.

ADVIZOR's In-Memory Database Supports Powerful Visualization

Customer Experience Matrix

This same notion of considering which users do which work has permiated my ideas of usability measurement for demand generation systems and usability in general. ADVIZOR features an in-memory database and some data manipulation, but its primary strength is visualization. Users can import data from text files, relational databases, Excel, Access, text files, Business Objects or Salesforce.com.

B2B Marketing ROI

delicious b2bmarketing

There is of course a lot more than deliverability that goes into an email service provider evaluation (feature set, ease of use, services component, etc.) In the grand scheme of things, 38 minutes for salesforce.com to get everything back up is pretty impressive.

ROI 1

B2B Lead Management Market Heats Up

delicious b2bmarketing

problem: 1) Web analytics – typically the stronghold of companies like Coremetrics, Omniture, and WebTrends, the analytics area bleeds over into lead management as companies go online to generate demand. My point: B2B marketers are looking elsewhere for help generating demand. Salesforce.com actually works well when there are marketing automation tools and processes feeding it with filtered and sales ready leads vs the other way around.

Top 60 B2B Marketing Posts and Hottest Topics November 2010

B2B Marketing Zone Posts

The following are the top items from featured sources based on social signals. There is now a Product and Services tab that lets you feature everything about your company and what you sell. Whether it’s trying new business models or pioneering sponsored posts, he is our canary in the coal mine, exploring the leading edges of our field. Microsoft Dynamics oracle crm on demand paul greenberg socialprise. Salesforce.com (26).

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