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.

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. But this week also saw the start of a big freemium push by Leadsius , a new small business marketing automation vendor I wrote about two weeks ago.

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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. But LoopFuse may have been more focused than anyone else.

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. This makes the strategy more appropriate for small marketing automation vendors who can't afford huge technology investments.

Mautic Offers Free, Open Source Marketing Automation

Customer Experience Matrix

Small businesses constantly cite cost as a major roadblock to adoption. The failure of freemium (though not open source) offerings from LoopFuse and Genius are strong evidence that being free is not enough. But first let me cover one more business issue, which is that there are two ways to get Mautic. Mautic.com runs an enhanced version of the system called AllydeMautic, provided by Allyde , a for-profit business also run by Hurley.

Demand Generation Vendor Traffic Rankings

Customer Experience Matrix

Alexa is a crude measure for many reasons -- although I do think the rankings correlate roughly with a vendor's volume of business and marketing actvitiy, I wouldn't go much further. Infusionsoft and Genius.com also rank very highly, but they serve broader markets (small business and salespeople, respectively) so a direct comparison with pure-play demand generation vendors may not be appropriate.

Vendor 158

Act-On Buys Marketbright Assets

Customer Experience Matrix

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. According to Act-On CMO David Applebaum, most buyers have 35 to 50 employees, which puts them firmly in the small business category. For what it’s worth, Genius and LoopFuse seem satisfied with their freemium results.

Act-On 154

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. 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.

Marketing Automation Skills are Scarce: Strategies to Close the Gap

Customer Experience Matrix

For example, LoopFuse found that nearly twice as many used email and web landing pages as lead scoring. It also gives access to more expertise than a small marketing department could ever build internally. As you might expect, this approach is most common among at the small business end of the marketing automation spectrum: Genoo , MakesBridge , and OfficeAutoPilot are good examples.

Why Is B2B Marketing Automation Growing So Slowly?

Customer Experience Matrix

For example, LoopFuse reported 42% of respondents had marketing automation in place, a Forrester study reported 45% use among B2B enterprise marketers, and the Lenskold Group found 70% marketing automation usage.* I’ve excluded business under $5 million revenue from this analysis because that’s a very different market. A BuyerZone survey returned 13% usage, although it probably included mostly small businesses. ** Here's the Manta data if you want to play along at home.