Customer Experience Matrix

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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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Mariana Uses Artificial Intelligence to Build Personas and Find Target Audiences

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Mariana has prebuilt integrations with Twitter, Facebook, Salesforce.com CRM, Pardot, Eloqua, and Marketo. Can computers understand an individual human’s personality (and then, presumably, use that understanding to better target marketing messages)?

Predictive Marketing Vendors Look Beyond Lead Scores

Customer Experience Matrix

The initial deployment is limited to Oracle Eloqua , which had the best APIs for the purpose, although Mintigo plans to add other marketing automation partners in the future.

Raab Report: Act-On, Eloqua, Pardot, and Marketo Vie to Lead in Mid-Size B2B Marketing Automation Segment

Customer Experience Matrix

The leaders quadrant in this sector is quite crowded, with Act-On , Eloqua , Pardot , and Marketo all jostling for position. Act-On, Pardot, and Genius specialize in smaller companies than Marketo or Silverpop, which in turn serve generally smaller clients than Eloqua or Neolane.

Lytics Adds Marketing Recommendations to a Customer Data Platform

Customer Experience Matrix

Execution systems on the list include Salesforce.com, Marketo, Eloqua, Act-On, Facebook, Twitter, Youtube, Demandware, Optimizely, Adobe Target, and most major email providers.

Acquisitions Reshape the Marketing Automation Industry: Growth at the Bottom, Room in the Middle, Fog at the Top

Customer Experience Matrix

We can no longer see the growth rates for mid-market heavy weights Pardot and Eloqua , but I’d be surprised if they beat Marketo. I suspect Pardot, Eloqua and Marketo will increasingly focus on selling to enterprises, and in Marketo’s case on expanding footprint within existing clients.

Brightfunnel Gives B2B Marketers Self-Service Revenue Attribution

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The system also has connectors to bring in data from Oracle Eloqua and Marketo , marketing automation, which will often include marketing programs and leads that never made it into Salesforce.

True Influence InsightBASE Simplifies Use of B2B Intent Data

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InsightBASE has standard integrations with Marketo , Oracle Eloqua , and Salesforce.com. Intent data is one of hottest topics in marketing today – see, for example, Oracle’s recent purchase of AddThis. But while the promise of intent data is irresistible – “reach prospects with demonstrated interest in your product!” – the reality is less appealing.

ZenIQ Account Based Marketing System Maps Buying Centers, Finds Data and Exection Gaps, and Recommends Actions to Fill Them

Customer Experience Matrix

They can add contacts to campaigns in Salesforce, Marketo, Eloqua, Hubspot, Pardot, or other systems with a standard API connection. When I first starting thinking about Account Based Marketing, I assumed that an ABM system would let marketers replicate at scale how sales teams manage key accounts: that is, to analyze each account in depth, set goals specific to that account, and then execute against those goals.

Terminus Offers Targeted Display Ads for B2B

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Integration is currently available for Salesforce.com CRM, Marketo , and HubSpot , with plans to add Salesforce.com Pardot and Oracle Eloqua shortly. - Tuesday’s post on the Adobe Marketing Cloud illustrated the complexity of solutions that combine many marketing and advertising components.

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

Customer Experience Matrix

This one isn’t so common yet, although Oracle Eloqua , Marketo , HubSpot and some others have announced some ad retargeting partnerships. I just finished the latest release of the B2B Marketing Automation Vendor Selection Tool , a.k.a. VEST Report.

Fliptop: A Customer Data Platform for Predictive Lead Scoring, Pure and Simple

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There are existing connectors for Salesforce.com, Marketo , and Eloqua and it’s fairly easy to connect with others. It’s been a while since I wrote about Customer Data Platforms , but only because I’ve been distracted by other topics.

Why Is B2B Marketing Automation Growing So Slowly?

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The most notable is Eloqua, which as a public company has to report its results. Last year, the top four industry vendors (Eloqua, Marketo, HubSpot, and Infusionsoft) added 49% more employees, compared with just 21% for the rest of the industry.

Bislr: A "Marketing Operating System" That Includes Marketing Automation As An App

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The current marketing automation leaders – Oracle Eloqua , Marketo , Salesforce Pardot , Silverpop , Act-On, etc.

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Oracle Buys BlueKai and Puts Marketing Databases In the Spotlight

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Oracle announced this morning that it is buying BlueKai , a leading Data Management Platform (DMP) technology vendor and operator of one of the largest data marketplaces.

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Top Five Metrics for Revenue Generation Marketers

Customer Experience Matrix

With both of these on my mind, I also paid new attention to Eloqua ’s list of five key revenue performance indicators (listed in the ‘Take a tour’ graphic on this page ). Eloqua’s list breaks those same factors down by stages. gleanster leadmd metrics marketing measurement eloqua

Hive9 Marketing Performance Management Includes Customer Journey Optimization

Customer Experience Matrix

Integration with Oracle Eloqua and Salesforce.com lets a new tactic automatically create a corresponding campaign in either system. Standard integrations are available for Salesforce.com, Oracle Eloqua, Marketo , Google Analytics , Adobe Marketing Analytics , and other systems.

New Marketing Automation Report: Venture Funding is Key to Success

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A year ago, the three largest core vendors were Eloqua, Marketo, and Genius, and Act-On was an also-ran. Today, the Marketo has more clients than Eloqua (although not more revenue), Pardot has replaced Genius in the third position, and Act-On is coming up fast.

6Sense Finds B2B Prospects Using Web Site Activities

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Standard integrations are available for Salesforce.com , Oracle Eloqua and Marketo. I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web. Since then, I’ve had a more detailed briefing, which clarified that their scope extends well beyond prospect lists to predictive models applied across all stages of the purchase cycle. We also clarified that users can extract company-level profiles including attributes (industry, revenue, etc.)

Raab Report: Financial Comparison of B2B Marketing Automation Vendors

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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. For companies like Eloqua and its competitors, there are really two big financial questions: how fast can they grow, and how can they become profitable?

RedPoint Offers Broad, Deep B2C Marketing Automation

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Oracle ’s recent agreement to purchase Eloqua reinflamed that wound, since much of the commentary ignored Oracle’s extensive existing suite of consumer marketing systems. On days when I have nothing else to be cranky about, I sometimes fuss at how business-to-business software vendors hijacked the term “marketing automation” despite its long and relatively honorable history describing systems for consumer marketing.

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Marketing Automation Skills are Scarce: Strategies to Close the Gap

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Among B2B vendors, Eloqua is the poster child for this approach. The marketing automation industry continues to grow quickly, with many vendors announcing their client bases have more than doubled in 2011.

ReachForce Buys SetLogik: One-Stop-Shopping for B2B Marketing Data Plus Database

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The name is frightfully generic, but the key points are: cloud-based system, making it easy to deploy comprehensive customer view including data from marketing automation, CRM, transaction systems, and ReachForce’s own sources continuously updated and cleansed connectors available for Salesforce.com, Eloqua, and Marketo In other words, the ReachForce solution supplements rather than replaces your marketing automation or CRM database.

Everstring Offers Fast, Flexible, Account-based Predictive Models for B2B Sales and Marketing

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Everstring has standard integrations with Salesforce.com , Marketo and Oracle Eloqua , which can send data for the initial model building and score new accounts as they are added to those systems. Remember how much simpler life was back in 2010? Among our quaint notions, we thought that B2B companies couldn’t build predictive models because they didn’t have enough data about their customers and prospects.

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Microsoft Buys Marketing Automation Vendor MarketingPilot: Start of Something Big?

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Microsoft today announced the acquisition of marketing management system vendor MarketingPilot , which will become part of its Dynamics CRM group. Financial terms were not disclosed. MarketingPilot is best described as integrated marketing management for mid-tier companies.

Adobe Buys B2C Marketing Automation Leader Neolane: One Gap Filled, But Where's CRM?

Customer Experience Matrix

Price was $600 million, which is roughly in line with the 8x revenue paid for ExactTarget and Eloqua recently. Adobe today announced plans to acquire Neolane , the largest remaining independent B2C marketing automation vendor (excluding email-focused providers like Responsys and Silverpop ). Neolane announced $58 million revenue in 2012 and has been growing around 40% per year, which would yield about $80 million 2013 revenue.) The deal is not particularly surprising.

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Bizo and DemandBase Lead B2B Marketing Automation to Web Advertising and Beyond

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I had a fascinating chat earlier this week with a client who described his vision for using DemandBase to tailor messages to Web site visitors from target accounts, using Bizo to further tailor messages to individuals by title, using all this data to synch inbound and outbound campaigns in Eloqua , and eventually driving everything with predictive model scores from a tool like Lattice Engines. I’ll assume the Eloqua integration is most interesting to readers of this blog.

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

Customer Experience Matrix

The other pattern clearly visible is the two heavily-populated columns in the center, representing mid-market leaders Eloqua and Marketo. The high number of green cells (seven for Marketo and nine for Eloqua) shows that both products are feature-rich.

Openprise Gives Marketers Easy(ish) Tool to Manage Their Data

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Integrations with Oracle Eloqua , HubSpot and Salesforce Pardot are planned by end of this year.

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

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I’ve just finished the latest update of our B2B Marketing Automation Vendor Selection Tool (VEST), available on the raabguide.com Web site. The VEST is our evaluation of industry vendors, aimed primarily at companies choosing a marketing automation system.

eTrigue Puts a New Interface on Mature Marketing Automation Features

Customer Experience Matrix

Here’s a state-of-the-art version from Eloqua: This has the advantage of displaying the exact flow of leads, including branches that split apart and come together.

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

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Mintigo InterestBase Harvests Web and Social Data for Marketing and Sales

Customer Experience Matrix

Connectors are currently available for Marketo and Salesforce.com , with an Eloqua connector due soon. Every marketer recognizes that the Web and social media could be rich sources of information about customers and prospects. But harvesting that data has been frustratingly difficult.

3 Ways to Use Lead Scoring Within Your Marketing Automation Programs

Customer Experience Matrix

For example, Marketo’s Definitive Guide to Lead Scoring defines lead scoring as “a shared sales and marketing methodology for ranking leads in order to determine their sales-readiness.” ** Eloqua’s Grande Guide to Lead Scoring puts it nicely: lead scoring “helps marketing and sales professionals identify where each prospect is in the buying process.”. I wrote last week about the difficulty of linking marketing leads to sales results.

ExactTarget and Eloqua Stake Their Claim To Centralized Customer Management

Customer Experience Matrix

You probably saw ExactTarget ’s June 13 announcement of its strategic partnership with Marketo and Eloqua ’s June 21 announcement of its new AppCloud marketplace for connectors with other systems. That Eloqua sees itself as the center of a marketing infrastructure isn’t surprising, although it does show how far we've traveled from the once-common view of marketing automation as an auxiliary to the sales automation “system of record”.

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

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Despite this background, yesterday’s announcement positioned the firm’s competitors as the mid-to-large company B2B marketing automation vendors, listing Eloqua , Marketo , Genius , Manticore , and Neolane by name.

Social Media Features in Marketing Automation Systems: Who Does What?

Customer Experience Matrix

Social media is arguably overhyped as a marketing trend: it gets well under 10% of marketing budgets (different surveys have figures from 3% to 8%) and results are questionable (it was rated the least effective content marketing tactic in a recent MarketingProfs study ).