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Silverpop Acquires Vtrenz

Customer Experience Matrix

Last Tuesday, email marketer Silverpop announced it was acquiring Vtrenz , which provides an integrated email / Web marketing suite. I think it’s the most intriguing of the three, because the other two primarily added analytical capabilities, while Vtrenz adds a strong Web marketing component.

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

Customer Experience Matrix

So far the original list of Eloqua , Vtrenz , Marketo , Manticore Technology and Market2Lead has proven a good set of choices. One wrinkle is that Vtrenz is owned by Silverpop , so Silverpop.com presumably siphons off a great deal of traffic from Vtrenz.com. Yet there are so many more vendors I could add. How to choose?

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Getting Closer to My Usability Ratings

Customer Experience Matrix

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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Demand Generation Vendor Traffic Rankings

Customer Experience Matrix

Vendors who can deliver on these key requirements at reasonable price points should earn their place as tomorrow's industry leaders.

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Manticore Offers A Lower Cost Alternative For Online Lead Generation

Customer Experience Matrix

I’m glad to know about Manticore because people do occasionally ask about this sort of system and balk at the cost of Eloqua and even-more-expensive Vtrenz (just purchased by Silverpop ; see last week's post ). Otherwise, what Prospect Builder clearly does is maintain profiles of visitor behavior (emails received, Web pages viewed, etc.)

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First Look at New Marketo Release

Customer Experience Matrix

Products including Silverpop Engage B2B (formerly Vtrenz), Market2Lead and Marketbright also let marketers set up small, sequential campaigns and embed them in selection framework. Here is where it’s worth considering the approaches of other vendors.

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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.