Customer Experience Matrix

Marketo Conference: Is Predictive Modeling The Future of Marketing Automation?

Customer Experience Matrix

Marketo held its annual Marketing Nation Summit this week, hosting 4,000+ clients and partners. The event seemed relatively subdued for Marketo – I didn’t spot one costumed character – but the over-all atmosphere was positive. The company made two major product announcements, expanding the reach of Marketo campaigns into mobile apps and display ad retargeting. Marketo has attracted a respectable array of partners who extend its capabilities.

Marketo Adds Custom Objects. It's a Big Deal. Trust Me.

Customer Experience Matrix

My first question when Marketo announced its new mobile app connector this week wasn’t, “What cool new things can marketers do?” But one of Marketo’s biggest technical weaknesses has always been an inflexible data model. I suspect that underestimates the technical savvy of Marketo users, but no matter. This will be more true once Marketo finishes its planned migration of activity data to a combination of Hadoop and HBase.

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Marketo Conference: Small Changes, Big Picture

Customer Experience Matrix

Marketo wrapped up its three day Marketing Nation conference yesterday, having once more displayed its own marketing prowess by attracting national media attention (see here and here ) with an appearance by Hillary Clinton. I wasn’t at the conference but Marketo briefed me on their plans.)

Mariana Uses Artificial Intelligence to Build Personas and Find Target Audiences

Customer Experience Matrix

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)?

Marketo's Engagement Engine Simplifies Complex Marketing Automation Campaigns

Customer Experience Matrix

But the good folks at Marketo have taken a step in that direction with their latest enhancement, which they call an “engagement program”. This would only take a small tweak in the current approach, which is one reason I like what Marketo has done.

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

Mintigo’s conclusion across 186,500 B2B companies was that just three percent were using the most common marketing automation systems: Oracle Eloqua , Marketo, HubSpot, and Salesforce.com Pardot. million for Marketo.)

VEST Report: Competition in B2B Marketing Automation Isn't About Features

Customer Experience Matrix

Otherwise, the top players have remained the same: Infusionsoft , HubSpot , Act-On , Salesforce Pardot , Marketo , Oracle Eloqua , and Adobe. The only major changes captured in the new report are the custom table abilities added by Marketo and Ontraport. -

Oracle Buys Eloqua: Winners and Losers for B2B Marketing Automation

Customer Experience Matrix

More concretely, Salesforce now has to think long and hard about Marketo ’s future. The expectation has always been that Marketo would remain independent, eventually as a public company. demand generation systems salesforce.com marketo eloqua marketing automation industry oracle

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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

Marketo was mostly missing until they provided key figures in their earnings call this afternoon. Room in the Middle: Marketo''s client count increased just 36% from mid-2012 to mid-2013 (although they’re projecting 54% revenue growth for 2013 vs. 2012).

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.

Marketo Raises Another $50 Million: Where Does the Money Go?

Customer Experience Matrix

Marketo this morning announced a new $50 million funding round, almost exactly one year to the day after raising $25 million in November 2010. All this new information begs for an update of the analysis of Marketo’s finances that I prepared last year. I won’t go into the same details, but the key figures for 2010 and 2011 are: This is good news, in that Marketo has managed to increase the all-important Revenue per Client figure. marketo funding marketing automation industry

Bombora Feeds B2B Data to Everyone

Customer Experience Matrix

One of the little patterns that caught my attention at last week’s Marketo conference was that several vendors mentioned using data from the same source: Madison Logic Data, which recently renamed itself Bombora *.

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

Customer Experience Matrix

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?

Customer Experience Matrix

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. Let me start by saying that the 50% revenue increase I’m projecting for B2B marketing automation in 2013 is a very healthy one.

Marketo Spark Targets Small Business Marketing Automation

Customer Experience Matrix

Marketo today announced the launch of Spark , a new brand aimed at small and mid-size business. Functionally, Spark is pretty much identical to the standard Marketo system. Most of these aren’t of interest to small business, and several involve additional charges even for Marketo’s regular packages. Spark starts at $750 per month with no annual contract, compared with Marketo’s $2,000 per month minimum and annual contract for its full-featured Professional Edition.

Marketo Files for IPO: Will High Growth Outweigh High Losses?

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Marketo made good today on its promise to file for an initial public offering (IPO). The S-1 registration statement gives considerable new information about Marketo’s business. Perhaps stock investors will look only at Marketo’s growth rate.

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

Customer Experience Matrix

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

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What Makes a Good Marketing Platform? Rules for Platformality

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Lots of vendors have now taken to describing their systems as platforms – Oracle , Salesforce , IBM , Adobe , Marketo , HubSpot , InfusionSoft and even CallidusCloud. That Scott Brinker is such a devil.

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New Raab VEST Report: B2B Marketing Automation Will Reach $1.2 Billion in 2014

Customer Experience Matrix

This may be because the previous mid-market leaders, Marketo and Pardot in particular, have been focusing more on enterprise sales. I had thought that heavy funding would be necessary become a new market leader, which is the way Marketo, Act-On and HubSpot did it.

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.

Hive9 Marketing Performance Management Includes Customer Journey Optimization

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Standard integrations are available for Salesforce.com, Oracle Eloqua, Marketo , Google Analytics , Adobe Marketing Analytics , and other systems.

More New Systems Challenge the Marketing Automation Status Quo

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Inbox25 also recently added a “contact stream” option, similar to Marketo’s engagement engine , that scans a prioritized list of content at regular intervals and sends each contact the highest-priority item they haven’t seen before.

6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

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.)

MarTech Conference: Some Random Impressions and Interesting New Vendors

Customer Experience Matrix

A panel with Oracle , Salesforce.com and Marketo , where incisive questions from Chief Martech Himself Scott Brinker highlighted the different philosophies underlying each vendor’s marketing cloud and how few companies really deploy any cloud in full. - I spent last Tuesday and Wednesday at the MarTech Conference in San Francisco, where close to 1,000 marketing technologists heard sage advice, shared experiences, and otherwise frolicked with their peers.

IBM May Buy Silverpop: B2B Marketing Automation and B2C Email Would Be Great Fit

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You could make an interesting case for Marketo as a buyer – to gain market share and some good technology, while leveraging a stock valued at more than 10x revenue – but that doesn’t seem to be part of their strategy. The InterWebs were buzzing this morning with an Atlanta Business Chronicle article reporting that IBM is negotiating to buy Silverpop. My only reaction was, What the heck took so long?

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Raab Report: Neolane, Aprimo, and Eloqua Rate Highest for Large Company B2B Marketing Automation

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Marketo and Oracle (specifically, Oracle CRM On Demand Marketing ) are considerably further back in the leader quadrant. Tuesday’s post looked at the micro-business sector leaders according to our VEST report and gave a bit of background on how the ratings are created.

Raab Report: Financial Comparison of B2B Marketing Automation Vendors

Customer Experience Matrix

The standout performer in all these tables is Marketo, but bear in mind that they’ve also taken much more investment than any of the others ($107.5 Still, this suggests that Marketo might be able to fetch a higher price than Eloqua.

Marketo Buys Crowd Factory, Silverpop Buys CoreMotives, and Other News from Pardot, Neolane, Act-On and OfficeAutoPilot

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With its usual fanfare, Marketo today announced the acquisition of social marketing campaign company Crowd Factory. Crowd Factory is a certified cool product, which is probably reason enough for Marketo to buy them. Marketo is primarily focused on business marketing, and in particular lead generation, nurturing and analytics. Indeed, Marketo already had a reasonable set of B2B social marketing features. But it’s not fair to let Marketo get all the attention.

Marketing Automation Skills are Scarce: Strategies to Close the Gap

Customer Experience Matrix

It's applied by Marketo , Pardot , Act-On Software , Genius , Net-Results , and many others. 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

Customer Experience Matrix

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.

Raab Report: OfficeAutoPilot, Infusionsoft and HubSpot Rate Highest in Marketing Automation for Very Small Business

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Act-On and Marketo also have strong positions in this sector, even though their features – especially in Marketo’s case – are not necessarily the best fit.

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.

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

Customer Experience Matrix

Most are marketing and sales operations staff supporting Salesforce.com and Marketo who use Openprise to supplement the limited data management capabilities native to those systems. The Marketo integration reads only the lead object, although the activities object is being added.

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.