Genius and LoopFuse Are Acquired; Leadsius Picks Up the Freemium Banner

Customer Experience Matrix

The past week has seen two acquisition announcements in the B2B marketing automation space: LoopFuse by SalesFUSION and LeadRocket/Genius by CallidusCloud , which owns LeadFormix. Interestingly, both pursued a “freemium” strategy of offering their system for free to users with small databases. Since both vendors ultimately failed to survive, it might seem reasonable to conclude that freemium doesn’t work for B2B marketing automation, despite its successes elsewhere.

LoopFuse Captures More Web Traffic Data

Customer Experience Matrix

Summary: LoopFuse has extended its system to capture more Web traffic data, which lays the foundation for future analytics. LoopFuse recently released its latest enhancements, which it somewhat grandiosely labels as making it “ the First and Only Marketing Automation Solution with Inbound Marketing ”. Although LoopFuse might eventually add those functions, it hasn't yet and isn’t necessarily moving in that direction.

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Infusionsoft Gains $54 Million for Small Business Marketing Automation, Spends a Bunch on GroSocial

Customer Experience Matrix

The system makes it easy for small business to generate leads through social marketing campaigns and track results. The investment can be read as validation of Infusionsoft’s strategy of offering unified marketing automation, CRM, and ecommerce exclusively for very small businesses. Implementation services go beyond training to actually setting up initial marketing programs.

LoopFuse Offers Free Marketing Automation System: Another Step Towards Industry Consolidation

Customer Experience Matrix

Summary: LoopFuse has launched a free entry-level version of its marketing automation system. LoopFuse today promised to “transform” the marketing automation industry by offering a free version of its system. In practice, this means that only very small companies will actually be able to use the free system as their primary long-term marketing system. LoopFuse knows that, of course. rather than marketing automation.

Mautic Offers Free, Open Source Marketing Automation

Customer Experience Matrix

The only real question about free, open source marketing automation from Mautic is what took so long. The core features of B2B marketing automation have been well understood for nearly ten years and prices have been dropping steadily for about the same time. Small businesses constantly cite cost as a major roadblock to adoption. But first let me cover one more business issue, which is that there are two ways to get Mautic.

Why Is B2B Marketing Automation Growing So Slowly?

Customer Experience Matrix

Let me start by saying that the 50% revenue increase I’m projecting for B2B marketing automation in 2013 is a very healthy one. What really got me thinking about this was prepping for a Webinar I’ll be giving next Wednesday on the future of marketing automation ( register here ). I had figured to start off with my industry growth figures, but this led naturally to a question about long-term potential, which in turn leads to thoughts of market penetration rates.

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

Customer Experience Matrix

Summary: The first of three posts describing my new scoring system for B2B marketing automation vendors. vendor strength , which assesses a vendor’s current and future business position. In the interest of simplicity, my three charts will address marketers at small, medium and big companies. In practice, we all know that some small companies are very sophisticated marketers and some big companies are not.

Vendor 167

Act-On Buys Marketbright Assets

Customer Experience Matrix

Act-On Software announced last week that they had purchased the assets of Marketbright , a pioneering marketing automation vendor that has struggled in recent years. Beyond that, Raghaven cited several narrow benefits, including the chance of converting Marketbright customers to Act-On, the business knowledge and skills of key Marketbright employees, and some design features of the Marketbright system.

Act-On 152

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.

Vendor 156

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. My brief answer was that the biggest difference was less functionality than the target markets the different vendors pursue. B2b marketing automation) vendors, with links to my reviews where I've written one.