Oracle Buys Market2Lead Intellectual Assets

Customer Experience Matrix

Oracle tersely announced today that it had purchased the intellectual assets of demand generation 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. Those are presumably the firms in Oracle's target market. Market2Lead CEO Geoff Rego explained some of the mechanics of the deal to me in a private conversation, but the details were not for publication.

Market2Lead User Interface: Attention to Detail Pays Off

Customer Experience Matrix

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. One objective metric is mouse clicks: Market2Lead reports these were reduced by 300%.

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7 Reasons Why Oracle's Market2Lead Acquisition Makes a Lot of Sense

LeadSloth

Oracle has just acquired Market2Lead , one of the early Marketing Automation vendors. Market2Lead Probably Got A Good Deal. Market2Lead was one of the early Marketing Automation vendors. Actually in 2006, when I was a marketing manager at a software company in San Francisco, I selected Market2Lead as our Marketing Automation system. Marketing & Sales Belong Together. The Market Needs Consolidation.

Market2Lead Offers Enterprise-Strength Demand Generation System

Customer Experience Matrix

Market2Lead offers the usual list of demand generation functions: outbound email, Web forms and landing pages, automated lead nurturing, integration with sales, and campaign return on investment analysis. But while many demand generation vendors simplify these features so marketers can run them for themselves, Market2Lead offers no such compromises. This is not to say that Market2Lead is especially hard to use. Market2Lead is researching this capability.

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 The deal makes obvious sense, in that it gives Oracle a much stronger position in the fast-growing B2B marketing automation industry*.

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Freelance Marketing Automation Consultant

LeadSloth

This week I’m finishing up my day job as Sr Marketing Manager at Backbase, and will be available full-time for Marketing Automation Consulting. If you have Marketing Automation challenges, I’d love to hear from you ( or toll-free 1-888-4A-SLOTH). 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.

Will Marketing Automation Be Free?

LeadSloth

Today Genius.com announced a free version of their Marketing Automation system. Only about a month ago, Loopfuse also started offering a free version of their Marketing Automation system. What does this mean for companies interested in adopting Marketing Automation? Loopfuse gives as the main reason that adoption rate of Marketing Automation is still very low (5-10%), and that a disruptive offering is needed to get the remaining 90-95% on board.

Do Small Businesses Need Marketing Automation?

Customer Experience Matrix

Summary: Vendors who target small businesses include provide functions beyond traditional marketing automation. But larger firms need to be efficient too: so expect all marketing automation systems to eventually expand in similar ways. A couple have noted that my questions only cover standard marketing automation functions (email, landing pages, nurture campaigns, lead scoring, CRM integration and reporting), while their products offer additional functions.

Oracle Buys ATG: Bad News for Marketing Automation?

Customer Experience Matrix

As my model suggests it should, ATG also encompasses online CRM and online marketing, where Oracle’s Siebel line is also a little thin. What I really care about is the implications for marketing systems. I’d say the ATG purchase lessens the odds of Oracle buying a marketing automation vendor. Since ATG itself provides substantial online marketing functionality, there’s a smaller gap for Oracle to fill with a separate marketing automation purchase.

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Hard Data to Justify Your Marketing Automation Investment

Customer Experience Matrix

Summary: So you want some hard numbers to prove the value of marketing automation? A client asked yesterday if I had some benchmark information to justify the cost of her marketing automation project. Neolane “ Making the Business Case for Enterprise Marketing Software ”. The Heart of Growing Conversion Rates," 2008): Best in Class Average % higher Inquires to Marketing Qualified Leads (MQLs) nearly 10% 3.9%

Marketing Automation Vendor Consolidation: Lessons from History

Customer Experience Matrix

Summary: consolidation isn't new among marketing software vendors. As I wrote in my June 30 post on consolidation among marketing automation vendors , I expect the number of competitors to shrink fairly quickly as new buyers concentrate their purchases among a handful of leading vendors. This is a natural result of a maturing market, as technology-oriented pioneers are replaced by buyers less likely to research their options in depth.

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B2B Marketing University: For Now, Marketing Automation and CRM Are Still Separate

Customer Experience Matrix

Summary: Marketing automation and CRM systems may eventually converge, but for now marketers need help explaining why they need a system of their own. I hugely enjoyed yesterday’s Boston session of the Silverpop -sponsored B2B Marketing University. People still don’t understand the difference between marketing automation vs. CRM. Will Marketing automation and CRM remain separate?

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. This requires finding ways to attract masses of new customers as they enter the market.

Ranking the Demand Generation Vendors by Popularity (Yes, Life Really Is Just Like High School)

Customer Experience Matrix

My original plan had been to add several marketing automation vendors with significant presence in this market. So far the original list of Eloqua , Vtrenz , Marketo , Manticore Technology and Market2Lead has proven a good set of choices. After a close analysis of the alternatives, I have decided the Alexa.com traffic statistics are the best indicator of vendor market presence. What’s more interesting is the figures for the Marketing Automation group.

Marketing Automation System Trends: What We Found in the Raab Guide

Customer Experience Matrix

Could marketers finally be ready to spend on measurement? I’m pleased to report that the 2010 edition of the Raab Guide to Demand Generation Systems is officially available today, with updated entries on all vendors (alphabetically: Eloqua , Manticore Technology , Market2Lead , Marketbright , Marketo , Neolane and Silverpop Engage B2B ). At least three vendors (Eloqua, Marketo and Silverpop) introduced new features aimed at improving marketers’ ability to use social media.

How Workflows Take Marketing Automation to the Next Level

Hubspot

Lead nurturing is a crucial part of any effective marketing strategy. Because if you’re not managing your leads properly, you're wasting your time, marketing resources, and money. Workflows go way beyond simple marketing automation , though. More effective marketing?

Top-10 Demand Generation Vendor Blogs

LeadSloth

In my previous post I listed the Top-10 Demand Generation blog by marketers and consultants. Most of these vendors blogs really get ‘online marketing’, so they talk about best practices rather then just touting their products, and they post regularly. In alphabetical order: ActiveConversion B2B Marketing Blog. Eloqua Marketing Insights and Digital Body Language. Genius.com B2B Marketing for Faster Sales Blog. Hubspot Internet Marketing Blog.

Hushly Helps Marketers Connect With Anonymous Web Site Visitors

Customer Experience Matrix

When this blog last left Geoff Rego in 2010 , he had just sold the assets of pioneering B2B marketing automation vendor Market2Lead to Oracle. Happily, both obstacles can be overcome through good marketing. hushly lead identification marketing automation privacy prospect databases

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Oracle Integrates On Demand Marketing with On Demand CRM

Customer Experience Matrix

Summary: Oracle has integrated marketing automation with its on-demand CRM product. If I were more on the ball, I would have noticed that May 25 marked a full year since Oracle bought the intellectual property* of high-end B2B marketing automation vendor Market2Lead. In February they released the first “Oraclized” version of the product, now Oracle CRM On Demand Marketing. Once this is done, Market2Lead will complete its shutdown.

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Because Email Just Isn’t Enough: Joe Payne on ExactTarget’s Acquisition of Pardot

Modern Marketing

But marketing automation is an exciting space, and as many other large organizations, from Oracle to IBM, try to buy their way into the party, I’ve found myself commenting again and again on where the market is headed. ( One of these commentaries is even immortalized in David Meerman Scott’s latest edition of Real-Time Marketing & PR.). For the marketing automation industry, this is validation of what we’ve been saying all along: Email just isn’t enough.

Demand Generation Usability Scores - Part 3

Customer Experience Matrix

Usability Items for Complex Marketing Programs (note: this is a slightly revised version of the original post, reflecting vendor feedback.) This post will complete the demand generation vendor usability scores by looking at items that contribute to usability for complex marketing programs. The underlying logic was explained in last Friday's post : marketers running complex programs need precise control over flows among many different campaigns.

Demand Generation Usability Scores - Part 2

Customer Experience Matrix

Usability Items for Simple Marketing Programs (note: this is a slightly revised version of the original post, reflecting vendor feedback.) Yesterday's post described the background of this usability scoring project and gave scores for several items that apply to both simple and complex marketing programs. The primary alternative, laying out a campaign on a Visio-style flow chart, is harder for most marketers to grasp.

New Guide is Ready

Customer Experience Matrix

A proper e-commerce site will be available shortly, but if anyone really can't wait, the salient details are: - 150+ point comparison matrix and detailed tables on: Eloqua, Manticore, Marketo, Market2Lead and Vtrenz, based on extensive vendor interviews and demonstrations - price: $595 for single copy, $995 for one-year subscription (provides access to updates as these are made--I expect to add more vendors and update entries on current ones). -

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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.

Marketo's Enterprise Edition and Revenue Cycle Management: Looking Under the Hood

Customer Experience Matrix

Executive Edition shows what Marketo believes is needed to service large marketing organizations. This is critical in large organizations, where regional and product groups may be responsible for different market segments and where users will have different functional specialties and approval authorities. Other enterprise-level marketing automation systems can create different branches within their campaigns, so different segments follow entirely separate paths.

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.

Demand Generation Usability Scores - Part 1

Customer Experience Matrix

They relate primarily to creation of marketing assets such as emails and landing pages, and to execution of lead scoring. Select marketing assets from shared libraries. Users can draw on existing libraries of marketing assets when setting up a campaign, rather than creating them from scratch. Select marketing assets from shared libraries Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B 1 1 1 1 1 1 1 Text search for assets.

Getting Closer to My Usability Ratings

Customer Experience Matrix

As a reminder, I'm planning to build two usability scores, one for simple marketing programs and one for complex marketing programs.) (Yes, 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.

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Multi-Step Campaign Interfaces: A Quick Vendor Survey

Customer Experience Matrix

I say this with the fervor of a reformed sinner, since for many years I looked at flow charts as the mark of an advanced marketing automation system. Such specialists are fairly common at big consumer marketers such as banks and retailers. These organizations have marketing operations staff members whose entire job is to set up campaigns. They do perfectly well with flow chart interfaces, which indeed are standard on enterprise marketing automation products (e.g.

Vendor 120

Aprimo Marketing Studio Supports Sophisticated Business Marketers

Customer Experience Matrix

Summary: Aprimo Marketing Studio offers powerful features in an on-demand system for sophisticated business and consumer marketers. When I wrote about Aprimo Marketing Studio in a post last August , I was impressed by the scope of the product but reserved judgment because it hadn’t yet been launched. Like Aprimo itself, Marketing Studio is a bit of an oddity because it serves both business and consumer marketers. System scope also extends to inbound marketing.

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

Customer Experience Matrix

I was going to (and still may) write a separate post about this, but basically that means you have to lay out the details of the marketing programs you expect to execute with the system, and then identify the features needed to support those programs. Here are the questions I asked, with summaries of answers from the five vendors in the current Raab Guide ( Eloqua , Manticore Technology , Market2Lead , Marketo , Vtrenz ) plus two I’ll be adding shortly ( Marketbright and Neolane.)

More Blathering About Demand Generation Software

Customer Experience Matrix

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. My understanding of competitive products was that they had similar capabilities, at least hypothetically, so I choose not to list that as a Market2Lead specialty.

Demand Generation Implementation Survey - Background Results

Customer Experience Matrix

nbr responses vendor 8 Marketo 6 Eloqua 3 Genius.com 3 LoopFuse 3 Pardot 2 Market2Lead 2 Treehouse Interactive 1 eTrigue 1 Vtrenz (Silverpop) 7 No Response 36 Another intriguing bit of contextual information is the deployment date of the systems. Tags: marketing automation software deployment low cost marketing software lead management demand generation implementation demand generation

Demand Generation Usability Scores - Part 4

Customer Experience Matrix

Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B complex 11 8.5 Although the focus of these last three posts has been on usability scoring, you may remember that the goal described in the blog post that started all this was to develop a summary comparison of demand generation vendors that marketers could match against their needs. Usability requirements are roughly similar for all marketers.

First Look at New Marketo Release

Customer Experience Matrix

In Fernandez’ view, this reflects a fundamental philosophical difference from his competitors: Marketo sees marketing as reacting to prospect-initiated behaviors, not executing company-driven interaction paths. This is a perfectly straightforward approach, although I suspect that marketers may find it hard to keep track of the selection rules as they get increasingly complicated. That last point morphed into a discussion of the increased integration between marketing and sales.

Low Cost Systems for Demand Generation

Customer Experience Matrix

But there are plenty of other options, particularly for marketers with limited budgets. Marketo is certainly a fine product, but marketers should still look around before picking it by default. However, marketing is their core function and they provide a decent set of features, although certainly not as polished as some other products I’ve mentioned. They focus on email nurturing campaigns and marketing measurement.

Going Big on Small: Joe Payne on HubSpot’s $32M Round

Modern Marketing

Because all industries – whether sports, academia or even marketing automation – come down to a single word: execution. I should note that Eloqua serves a very different market than HubSpot. HubSpot has carved out their own niche: Inbound marketing for small businesses. So with their 4,000 clients, HubSpot has penetrated less than.02% of its target market. Oracle bought Market2Lead. by Joe Payne | Tweet this.

Social Media - Twitter - Measurement - Sales - Best of B2B Marketing Zone

B2B Marketing Zone Posts

Best of B2B Marketing. Clarity - B2B Marketing Savvy , July 28, 2009. Buzz Marketing for Technology , July 23, 2009. Genius is Bringing GURLs to the Social Party - Marketing Interactions , July 28, 2009. BtoB Content Marketing: Six Places to Find Hidden Content Gems - Savvy B2B Marketing , July 27, 2009. Geek Good Intentions: Case of the Missing Twitter Brand - B2B Marketing Savvy , July 21, 2009. Buzz Marketing for Technology , July 30, 2009.

15 Need-To-Know Lead Qualification Stats for B2B Marketers (with Takeaways)

SnapApp

Marketing teams to stop measuring success by lead volume, and start collaborating more closely with the sales team to ensure they are delivering the right content to generate demand, nurture leads, and enable the sales reps further down the funnel. marketing only celebrates when sales does).

Top 80 B2B Marketing Posts for 2009

B2B Marketing Zone Posts

It’s always fun at this time of the year to look back at what’s happened in the world of B2B Marketing. This technique was also used to generate the Hot Trends in B2B Marketing for 2009. 10 Tips for Using Twitter And Email Marketing for B2B - Anything Goes Marketing , December 21, 2008. Brands that Tweet - Buzz Marketing for Technology , December 15, 2008. How to Create a Social Media Marketing Strategy - WebMarketCentral , March 24, 2009.