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. 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CEO Geoff Rego explained some of the mechanics of the deal to me in a private conversation, but the details were not for publication.

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


Oracle has just acquired Market2Lead , one of the early Marketing Automation vendors. There has been a lot of talk in the industry about possible consolidation, such as vendors going out of business, becoming irrelevant or being acquired. This is the first transaction involving a major software vendor, so it deserves some notice. Market2Lead Probably Got A Good Deal. Market2Lead was one of the early Marketing Automation vendors.


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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. But Market2Lead does not provide its own email services.

Top-10 Demand Generation Vendor Blogs


Today I’ve put together a list of vendor blogs. 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. Market2Lead Marketing Automation and Lead Management blog. The Market2Lead blog got a boost when Kevin Joyce joined the company. In my previous post I listed the Top-10 Demand Generation blog by marketers and consultants.

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. I revisited that data today, adding a few new vendors and dropping some of the very minor ones.

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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. My original set of products was based on a general knowledge of which companies are most established, plus some consultation with vendors to learn who they felt were their main competitors. So far the original list of Eloqua , Vtrenz , Marketo , Manticore Technology and Market2Lead has proven a good set of choices. Yet there are so many more vendors I could add.

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.

Multi-Step Campaign Interfaces: A Quick Vendor Survey

Customer Experience Matrix

Naturally, the vendors showing them to me have all thought very carefully about their designs and made the best choices they could, typically based on feedback from their customers. So I thought I'd take a little scan of the demand generation systems I've looked at to see how the vendors themselves had voted. I don't expect this news to change the minds of vendors who made the opposite decision. Here, then, is a list of vendors (alphabetically) and their interfaces.

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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. Since then, he’s been gnawing at the bone of anonymous business leads, suspecting that there’s some way to gain value from people who are interested in a product but haven’t identified themselves to vendors. Once a Hushly member has downloaded vendor content, vendors can send emails to the member via Hushly.

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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. Explicitly direct leads from one campaign to another Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B 1 1 1 1 0.5

Low Cost Systems for Demand Generation

Customer Experience Matrix

I do recognize that they are the best known vendors in the space (with apologies to Vtrenz , whose identity is somewhat blurred since its purchase by Silverpop ). To be fair, many of the vendors below charge an installation of that can be several thousand dollars or more, while Marketo doesn't. Before I get any complaints from other vendors in the industry, let me stress that the systems I've listed above are ones that I know have low price points.

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.) Build a campaign as a list of stages Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B 0 0 1 1 1 0 1 Build linear campaigns outside of a larger campaign structure. Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B 0 1 1 1 1 0.5

Oracle Buys Eloqua: Winners and Losers for B2B Marketing Automation

Customer Experience Matrix

Oracle does have an existing B2B marketing automation product, based on the technology it acquired from Market2Lead in 2010. Market2Lead was very good system, but it lacked the huge market presence that Oracle gains from Eloqua. One very specific reason is that B2B marketing automation vendors have always touted client counts as a competitive success metric, which encouraged them to sell to a lot of small clients to inflate that number.

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Oracle Integrates On Demand Marketing with On Demand CRM

Customer Experience Matrix

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. Although Oracle doesn’t use the term, this is very consistent with the revenue management concepts described by other B2B marketing automation vendors. The B2B marketing automation vendors are definitely mice dodging the footprints of elephants in all this.

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Will Marketing Automation Be Free?


This is supported by the main trends in the Marketing Automation market: The product scope of all marketing automation vendors is quite similar. There is severe competition (30+ vendors). Land grab is common, where vendors lower prices to get customers on board. Industry consolidation is starting (Market2lead acquired, LeadGenesys refocused). Some vendors will sell below cost to gain market share, so higher prices or acquisitions may follow.

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


Three years ago, Oracle bought Market2Lead, a strong marketing automation solution targeting the business buyer. Modern marketers need more than a vendor, they need a partner with the expertise to train, educate and guide them through a constantly changing communication and business landscape. by Joe Payne | Tweet this I never thought I’d be an industry pundit.

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

Customer Experience Matrix

Summary: Social media and access for sales people were the two big trends among demand generation vendors last year. 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 ). The vendors also charged additional per-user fees for these modules.

Oracle Buys ATG: Bad News for Marketing Automation?

Customer Experience Matrix

I’d say the ATG purchase lessens the odds of Oracle buying a marketing automation vendor. Nor have I forgotten that Oracle already bought marketing automation vendor Market2Lead, plugging a different set of holes. If anything, they’re better served by having some marketing automation vendors remain independent, since this keeps prices down and encourages competitive innovation. So… Oracle bought ATG today for $6.00

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Demand Generation Usability Scores - Part 1

Customer Experience Matrix

(note: this is a slightly revised version of the original post, reflecting vendor feedback.) The only exceptions were a couple of cases where it seemed most fair to give a vendor half-credit. Similarly, a final scoring system should include other items such as vendor viability, or at least a proxies such as years in business, numbers of clients, and funding. I expect the vendors will let me know if they have questions, and will certainly adjust the scores if appropriate.

Getting Closer to My Usability Ratings

Customer Experience Matrix

If you suspected that my last two blog posts were a way to avoid writing a post that ranks vendors on usability, you’re probably right. I’d already noticed that the simplicity-focused vendors ( Marketo , Infusionsoft , OfficeAutoPilot and, as of yesterday, ) build their campaigns as a list of steps with no branching flows. (To The complexity-oriented vendors do this with flow logic that explicitly routes leads among campaigns.

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Do Small Businesses Need Marketing Automation?

Customer Experience Matrix

Summary: Vendors who target small businesses include provide functions beyond traditional marketing automation. The replies are rolling in from the survey of vendor features that I mentioned last week. One interesting reaction has come from vendors serving the smallest companies (I’m talking really small here -- under 10 employees). Vendors like NetSuite do offer such products, but they’re not targeted at very small businesses.

Never Waste an Opportunity: The Value of Lead Nurturing

Tomorrow People

According to Market2Lead, the sales cycle is nearly 25% shorter for nurtured leads. reports that the top marketing misalignment occurs when vendors rely on cold calls and sales personnel in the early stages of lead development, when leads rely on their own research and low-pressure engagement. In fact, buyers listed vendor websites and white papers or ebooks as two of the top three influences that helped them feel confident enough to make a purchase.

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

Customer Experience Matrix

It's one example of how vendors are now competing to attract new users. This will put substantial pricing pressure on vendors who, in many cases, are already struggling to reach sustainable margins. Other vendors – notably Pardot – have followed a similar cost-removal strategy. Other vendors have similar price points for the small business market (see my list of demand generation vendors ) although I suspect their internal costs are higher.

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

Customer Experience Matrix

Vendors take note. Is a threat to vendors of marketing automation solutions? by Market2Lead CMO Kevin Joyce for a good statement of the separatist position.) Technology may impede Software-as-a-Service sales automation vendors from adding marketing automation. Summary: Marketing automation and CRM systems may eventually converge, but for now marketers need help explaining why they need a system of their own.

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

Customer Experience Matrix

At that time, I posed a set of specific questions to the demand generation vendors in the Raab Guide. My original approach in the Guide had simply been to ask vendors whether they had a separate company table in their system. Yes, you can screen on non-functional criteria like cost, technical skills required, and vendor stability (not that those are exactly simple, either). But what if all three vendors fail on one detail or another?

Demand Generation Usability Scores - Part 4

Customer Experience Matrix

I spent a good part of yesterday talking with demand generation vendors about the usability scores I've been publishing all week. There might still be some others: two of the vendors haven't spoken with me, which could mean they agree with my ratings but, more likely, means they just haven't been paying attention. The relative ranking of the different vendors hasn't been significantly affected. What remains are scores for functionality, pricing and vendor background.

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. They even cited one demand generation vendor that had turned to them for help. (In

LucidEra Takes a Shot at On-Demand Analytics

Customer Experience Matrix

I still think that’s the case, but did revisit the topic recently in a conversation with Ken Rudin, CEO of on-demand business analytics vendor Lucid Era. The question here is whether most demand generation systems ( Eloqua , Vtrenz , Marketo , Market2Lead , Manticore , etc.) I’ve now carefully reviewed my notes on this topic, and can tell you that Marketo and Market2Lead currently have this capability, while the other vendors I’ve listed should have it before the end of the year.

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Aprimo Marketing Studio Supports Sophisticated Business Marketers

Customer Experience Matrix

For more on vendor classifications, see my list of demand generation vendors from last November.) In other words, Marketing Studio competes with high-end demand generation systems like Eloqua , Market2Lead and Neolane. Eloqua and Market2Lead are based on sales automation data, but can incorporate external tables. Summary: Aprimo Marketing Studio offers powerful features in an on-demand system for sophisticated business and consumer marketers. You know who you are.

Marketing Automation Trends for 2010


Several new vendors appeared on the market, many existing vendors experienced rapid growth, and Marketing Automation as a term gained popularity among B2B marketers. I have asked many of the vendors, consultants and thought leaders to give their opinion. Kevin Joyce , CMO, Market2Lead. Kevin Joyce, CMO, Market2Lead ( @nivenor1 ). responding to the continuing shift in power from vendor to buyer that Web 2.0

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

Customer Experience Matrix

Market2Lead had something similar but is no longer sold.) This delay could prove costly, since funnel-based marketing measurement is a hot topic and other vendors could well build or partner to deploy something similar in the interim. Summary: Marketo continues to follow its own path. Enterprise Edition adds the complex security needed by large organizations but sticks to simple campaign flows. Revenue Cycle Management blazes an important new trail for others to follow.

The 2010 marketing technology proto-landscape did consolidate by 61%


The 2011 marketing technology landscape was my first attempt at organizing vendors in the martech space. having acquired Eloqua, Responsys, Market2Lead, ATG, RightNow, Maxymiser, BlueKai, NetSuite, and Endeca ( plus many more not included on my 2010 proto-landscape). Officially, my first published marketing technology landscape graphic was in 2011. That was the one where I categorized around 150 marketing technology companies.

9 Benefits of Lead Nurturing


An study found that 35-50% of sales go to the vendor that responds first to an inquiry, and a HubSpot study found that response rates decline as the age of a lead increases. Automate Nurturing Through the Sales Cycle - Market2Lead found that nurtured leads have a 23% shorter sales cycle. Not yet doing email nurturing of your leads? You are missing out on a big opportunity.

Demand Generation Implementation Survey - Background Results

Customer Experience Matrix

As of April 29, I've received 40 responses, of which I've discarded two as incomplete and two because they related to vendors I considered irrelevant ( Zoho and Ad Giants PitchRocket). One measure of this is the distribution of vendors reported by the respondents, which clearly doesn't reflect the installed base of the industry. Obviously, however, the quantities are too small and sample bias too significant to break out results by vendor.)

First Look at New Marketo Release

Customer Experience Matrix

Although I actually think that quite a few demand generation vendors share the Marketo philosophy, it’s still helpful to hear the distinction made clearly. Here is where it’s worth considering the approaches of other vendors. Products including Silverpop Engage B2B (formerly Vtrenz), Market2Lead and Marketbright also let marketers set up small, sequential campaigns and embed them in selection framework.

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


An study found that 35-50% of sales go to the vendor that responds first to an inquiry. Close leads faster : Market2Lead found nurtured leads have a 23% shorter sales cycle. You’ve heard the saying, “time is money”. Increasing sales productivity is one of the most powerful growth levers for any company. A well-oiled inbound sales machine means reps spend less time working low quality leads, and more time closing sales. More leads in, more revenue out.

B2B Lead Management Market Heats Up

delicious b2bmarketing

4) “Pure play” lead management – this group is lead by Eloqua , but there are a LOT of firms throwing their hat into this ring including Vtrenz, Hubspot, Manticore, Market2Lead, Marketo, LoopFuse, einsof, iHance, Precience, among many others. The lead management vendors are developing one-to-one email capabilities that help sales people be more consistent and productive. It is such a good platform for CRM and one that can be extended with the vendor solutions from the App exchange.

Demandbase: A New Twist In The Lead Management Automation Market

delicious b2bmarketing

Home Forrester Research « I was recently briefed by | Main | Going Corporate » August 26, 2008 Demandbase: A New Twist In The Lead Management Automation Market [Posted by Laura Ramos ] In a recent survey of over 2100 IT professionals who buy or recommend telecom and networking solutions, we found buyers turn to peers and colleagues first, followed by vendor, industry trade, or professional Web sites, to inform their purchase decisions.