Customer Experience Matrix

MAY 11, 2007

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. This makes Vtrenz more of an integrated online marketing solution than the other two—or, at least, it will if and when the Vtrenz technology is actually linked with Silverpop.

Vtrenz 120

Vtrenz Customer Experience Loyalty 120

Customer Experience Matrix

OCTOBER 11, 2006

So it came as a pleasant surprise to find that marketing automation vendor Vtrenz’ ( www.vtrenz.com ) series “Effective Relationship Marketing” presented a fairly comprehensive overview of its topic, including several points with no obvious direct relationship to Vtrenz products. The Vtrenz series is long for this sort of thing: three 16-page papers, one each on nurturing, growing and retaining customers.

Vtrenz 120

Vtrenz Relationship Customer Experience 120

Customer Experience Matrix

NOVEMBER 19, 2008

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. On the other hand, Silverpop is a major email service provider in its own right, so a large share of the Silverpop.com traffic probably has nothing to do with Vtrenz.

Vendor 120

Vendor Experience Customer Vtrenz 120

Customer Experience Matrix

JUNE 3, 2009

Silverpop Engage B2B (formerly Vtrenz) on Monday rele ased its first visual campaign builder, finally matching a feature offered by nearly all its competitors. Tags: marketing automation silverpop engage b2b vtrenz campaign management lead management software usability user interface demand generation Summary: Silverpop Engage B2B has added an innovative visual campaign builder that supports complexity without the drawbacks of a Visio-style flow chart. Thumbs up.

Campaign 120

Campaign Experience Customer Vtrenz 120

Customer Experience Matrix

OCTOBER 1, 2008

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). -

Vtrenz 120

Vtrenz Manticore Market2Lead Experience 120

Customer Experience Matrix

FEBRUARY 26, 2009

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. 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.

Rate 120

Rate Vtrenz Experience Market2Lead 120

Sales Lead Insights

JUNE 17, 2011

Will joined Silverpop in 2007 following the company's acquisition of Vtrenz, where he was President and CEO. This is one of a series of occasional interviews with top practitioners on topics of interest to B2B lead generation, marketing and new business development professionals. Marketing automation has become a growing issue for B2B marketers as they strive to maximize lead generation efforts and provide personalized touch points for all prospects.

Sales Lead 147

Sales Lead Marketing Automation Automation Sales 147

Customer Experience Matrix

JULY 8, 2009

Summary: Based on Web traffic rankings, new demand generation vendors with low prices are gaining market presence. Pardot and (perhaps) Genius.com look particularly strong. But Eloqua , Silverpop and Marketo remain industry leaders. 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. You can see that post here.

Vendor 152

Vendor Traffic Demand Loopfuse 152

Customer Experience Matrix

JULY 22, 2010

Again, there was already one transaction: Silverpop/Vtrenz in 2007. Summary: consolidation isn't new among marketing software vendors. When campaign management systems consolidated in the late 1990's and early 2000's, most were bought by enterprise software companies. The pattern will likely repeat itself.

Vendor 166

Vendor Experience Customer Marketing Automation 166

Customer Experience Matrix

MAY 18, 2007

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 ). Somehow I received a copy of “ Increasing Revenue Through Automated Demand Generation ” (registration required), the kind of title that sends chills up my spine.

Manticore 120

Manticore Online Lead Generation Cost Experience 120

Customer Experience Matrix

OCTOBER 27, 2006

Firms like Eloqua and Vtrenz provide a mix of features—essentially, email and Web campaigns for lead generation and nurturing—that don’t match my usual categories.

Differences 120

Differences Experience Vtrenz Customer 120

Customer Experience Matrix

FEBRUARY 13, 2009

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.) Question Eloqua Manticore Technology Market2 Lead Marketo Vtrenz Market bright Neolane Is there a distinct company table linked in a one-to-many relationship with individual records?

Experience 124

Experience Customer Market2Lead Vtrenz 124

Customer Experience Matrix

APRIL 28, 2009

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. I've been having a dandy time analyzing the results of my Demand Generation Implementation Survey. Responses are still coming in but I thought I'd at least post some preliminary results to whet your appetite.

Survey 120

Survey Demand Experience Customer 120

Customer Experience Matrix

FEBRUARY 24, 2009

Products including Silverpop Engage B2B (formerly Vtrenz), Market2Lead and Marketbright also let marketers set up small, sequential campaigns and embed them in selection framework. I’m going to diverge just slightly from my current obsession with usability to talk about a conversation I had today with Marketo President and CEO Phil Fernandez, who previewed the 3.0 release of his flagship product, scheduled for March 3. The changes that Fernandez described seemed good but subtle.

Marketo 120

Marketo Release Experience Customer 120

Customer Experience Matrix

FEBRUARY 4, 2009

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 ). My new obsession with Twitter (follow me as @draab) has led to several messages from people who seemed to have trouble choosing between Eloqua and Marketo.

Cost 120

Cost Demand Experience Customer 120

Customer Experience Matrix

JULY 3, 2008

The question here is whether most demand generation systems ( Eloqua , Vtrenz , Marketo , Market2Lead , Manticore , etc.) Back in March, I wrote a fairly dismissive post about on-demand business intelligence systems. My basic objection was that the hardest part of building a business intelligence system is integrating the source data, and being on-demand doesn’t make that any easier.

Demand 120

Demand Experience Customer Market2Lead 120

Customer Experience Matrix

MAY 15, 2008

Over the past few months, I’ve had conversations with “demand generation” software vendors including Eloqua , Vtrenz and Manticore , and been on the receiving end of a drip marketing stream from yet another (Moonray Marketing, lately renamed OfficeAutoPilot ).

Behavior 120

Behavior Experience Customer Demand 120

Customer Experience Matrix

JULY 25, 2009

And we’ll probably see marketing capabilities added by SaaS vendors in related industries such as email services (early example: Silverpop ’s acquisition of Vtrenz, now Engage B2B) and Web content management (see my reviews of Marqui and SiteCore ). Summary: Consumer-oriented marketing automation systems have been slower to adopt the Software-as-a-Service model than business marketing (demand generation) systems.

Customer 120

Customer Experience Software Service 120

Customer Experience Matrix

MAY 23, 2007

Demand generation systems like Vtrenz , Eloqua and Manticore combine email with some Web page creation and analytics. A few of the recent acquisitions (Acxiom Impact / Kefta, Omniture / Touch Clarity, Silverpop / Vtrenz) marry particular pairs of capabilities. What with all the recent acquisitions in the digital marketing industry, I thought I’d draw a little diagram of all the components needed for a complete solution. The results were a surprise.

Vtrenz 120

Vtrenz Experience Customer Online Marketing 120

delicious b2bmarketing

JULY 31, 2009

I would put the lead management automation crop here: Eloqua, Loopfuse, Manticore Technologies, Market2Lead, Marketo, and Vtrenz.

DemandBase 40

DemandBase Lead Management Leadlander Marketing & Strategy 40

delicious b2bmarketing

JULY 31, 2009

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.

Lead Management 40

Lead Management Marketing & Strategy Advertising Agency einsof 40