Room 2 Newsletter

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing
Automation Platforms 2014:
A BuyerвЂ™s Guide
A Digital Marketing Depot Research Report
M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Table of Contents
Scope and Methodology..............................................................................................................3
Marketing Automation Software Market Overview .................................................................4
Table 1: Digital MarketersвЂ™ Adoption of Marketing Automation Software.........................4
Table 2: B2B Marketing Automation Systems Revenue ($ millions)....................................5
Marketing Automation Market Trends........................................................................................5
Trend #1: Mergers and acquisitions among larger vendors open
new opportunities in SMB market...........................................................................................5
Table 3: Selected Marketing Automation Mergers & Acquisitions, 2012-2014..................6
Trend #2: Growth in third-party application ecosystems.........................................................7
Table 4: Selected Third-Party Applications for Marketing Automation Systems................7
Trend #3: Platforms expand features well beyond email marketing.......................................8
Trend #4: Marketing Automation Capabilities Outpace B2B MarketersвЂ™ Skillsets..................8
Table 5: Level of Marketing Automation Adoption.............................................................9
Table 6: Obstacles that Prevent More Effective Use of Marketing Automation.................9
Marketing Automation Platform Capabilities...........................................................................10
Table 7: Selected Marketing Automation Vendor Capabilities ........................................11
Email Marketing.................................................................................................................12
Landing Pages and Web Forms.........................................................................................12
Lead Management.............................................................................................................12
Reporting ...........................................................................................................................13
PPC/SEO Management.....................................................................................................13
Social Media.......................................................................................................................13
CRM Integration.................................................................................................................13
Third-Party App Support....................................................................................................13
Pricing ................................................................................................................................14
Table 8: Selected Marketing Automation Vendor Pricing.................................................14
Choosing a Marketing Automation Platform ..........................................................................15
The Pros and Cons of Marketing Automation.......................................................................15
Step One: Do You Need a Marketing Automation Platform? ..........................................16
Step Two: Identify and Contact Appropriate Vendors......................................................17
Step Three: Scheduling the Demo....................................................................................18
Step Four: Check References, Negotiate a Contract .......................................................18
Conclusion....................................................................................................................................19
Vendor Profiles............................................................................................................................20
Act-On Software ....................................................................................................................20
Adobe Campaign...................................................................................................................23
eTrigue....................................................................................................................................26
HubSpot.................................................................................................................................29
Marketo..................................................................................................................................32
Oracle Eloqua.........................................................................................................................35
Pardot.....................................................................................................................................38
Salesfusion..............................................................................................................................41
Sales Engine International......................................................................................................44
Silverpop................................................................................................................................46
Teradata..................................................................................................................................48
Resources.....................................................................................................................................51
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Scope and Methodology
This report was written for business-to-business (B2B) marketers who are looking to buy or
change marketing automation software platforms but are overwhelmed by all the options for
automating marketing tasks such as landing page development; email marketing campaign
execution; capturing, scoring, and nurturing leads; tracking website visitors; and analyzing
and reporting results. The goal of the report is to help the audience navigate those choices
and make a more informed decision about the current market of B2B marketing automation
vendors, and the features and capabilities that are most important to their organizations.
For the purposes of this report, B2B marketing automation is defined as a campaign
management system that drives prospect interactions with the brand, measures prospect
response to marketing programs, and delivers prospect information to sales representatives
through the companyвЂ™s CRM or sales force automation (SFA) systems. When used effectively,
marketing automation systems will deliver a continuous flow of qualified leads to the sales
force, as well as the data needed to close sales with those leads.
This report answers the following questions:
вЂў What trends are driving the adoption of marketing automation tools?
вЂў Who are the leading players in marketing automation?
вЂў What capabilities do marketing automation tools provide?
вЂў Does my company need a marketing automation tool?
вЂў How do I go about evaluating which tool is best for my business?
вЂў How are marketing automation platforms priced?
The report presents the key trends impacting the marketing automation software market, as
well as profiles of leading pure play marketing automation platform vendors that primarily
target the B2B market. WeвЂ™ve focused on vendors that provide an on-demand package of
B2B marketing automation capabilities including lead capture, scoring, and nurturing; email
marketing and landing page development; website visitor tracking; CRM system integration;
and data analysis and reporting. Enterprise marketing management (EMM) systems that
are offered by vendors such as IBM and SAS, and that include many different integrated
tools outside of marketing automation, are beyond the scope of this report. However, larger
enterprises would be well served to consider those solutions in the context of acquiring
marketing automation capabilities.
Digital Marketing Depot conducted in-depth interviews with leading marketing automation
vendors and industry experts. Interviews took place In December 2013 and January 2014.
These, in addition to third-party research, form the basis for this report.
Advisory Editor: Scott Brinker: Chief Technology Officer, ion interactive
(www.ioninteractive.com); and author/publisher, Chief Marketing Technologist
(http://chiefmartec.com)
Research/Writers: Brian Kelly, Candlewood Creative; Karen Burka
Editor: Claire Schoen, Digital Marketing Depot
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Marketing Automation
Software Market Overview
From the largest
enterprise to the
From the largest enterprise to the smallest company, B2B marketers are experiencing change
smallest company,
at an unprecedented speed. A proliferation of digital channels has made it increasingly difficult
B2B marketers are
to accurately target prospects and customers with the right messages at the right times. The
20th Century B2B buying cycle is nearly unrecognizable, as prospects manage more and more experiencing change
of the process themselves, creating decision short lists by researching brand websites and
at an unprecedented
social channels вЂ“ without ever speaking to a sales rep.
speed.
If youвЂ™re considering adopting a marketing automation solution in 2014, you are not alone.
To be effective, marketers must be creative, targeted, and aligned with sales goals; they must
also have greater visibility into buyer attributes and behaviors. Organizations of all sizes are
being inundated by data from multiple digital marketing channels and an increasing number of
consumer devices.
Faced with these challenging market dynamics and increasing ROI pressure, more marketers
are using marketing automation platforms to manage complex, multi-touch buyer ecosystems.
According to a September 2013 survey of digital marketers, more than 41% are using
marketing automation software; 26% plan to adopt it in the next year, and 33% donвЂ™t have
plans to use it (see Table 1).
Table 1: Digital MarketersвЂ™ Adoption of Marketing Automation Software
33%
41%
Using now
Adding in next 12 months
No plans to use
26%
Source: Third Door Media, 2014 Marketing Technology Adoption Survey
Marketing automation system revenue grew to $750 million in 2013, a 50% increase over
$500 million in 2012, according to Raab Associates Inc., a marketing automation research and
consulting firm (see Table 2). The 2012 revenue total represented a 61.5% increase over $325
million in 2011.
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Table 2: B2B Marketing Automation Systems Revenue ($ millions)
800
700
600
500
400
300
200
100
$750
$500
$325
$200
2010
2011
2012
2013
Note: Revenue estimates include pure play marketing automation vendor revenue as well as marketing automation
revenue generated by integrated business intelligence (BI) software platform providers such as IBM, SAS, and Oracle.
Source: Raab Associates Inc.
Marketing Automation Market Trends
The marketing automation software landscape is being shaped by a number of significant
trends, including:
1. Mergers and acquisitions among larger vendors opens new opportunities for SMB market.
2. Growth in third-party application ecosystems.
3. Platforms expand features well beyond email marketing.
4. Marketing automation capabilities outpace marketersвЂ™ skillsets.
Trend #1: Mergers and acquisitions among larger vendors open new
opportunities in SMB market
Large technology
companies continue
their quest to
provide cloud-based
marketing software
and services by
making significant
acquisitions in
the marketing
automation space.
Large technology companies continue their quest to provide cloud-based marketing software
and services by making significant acquisitions in the marketing automation space.
One year after its $871 million acquisition of Vienna, VA-based Eloqua, Oracle purchased
marketing automation platform provider Responsys for $1.5 billion in December 2013 (see
Table 3). To further expand its cloud-based marketing software portfolio, Oracle bought
Corente in January 2014, and social media/web content distribution software provider
Compendium in October 2013.
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Learn about Marketo's new pricing and editions at www.marketo.com
M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Table 3: Selected Marketing Automation Mergers & Acquisitions, 2012-2014
Acquired/
Merged
Acquirer
Date
Notes
Adobe
Neolane
Behance
June 2013
December 2012
$600 million acquisition
$150 million acquisition of social
network for artists
ExactTarget
Pardot
October 2012
$95.5 million purchase price
HubSpot
Chime
PrepWork
March 2013
March 2013
Financial terms not disclosed for
either acquisition
Marketo
Insightera
December 2013
Crowd Factory
April 2012
$20 million acquisition of inbound
marketing platform
Social media apps. Terms not
disclosed
Microsoft
(Dynamics CRM)
MarketingPilot
October 2012
Integrated into Dynamics CRM
product
Oracle
Corente
January 2014
Responsys
Compendium
Eloqua
December 2013
October 2013
December 2012
Terms not disclosed. Cloud-based
services provider
$1.5 billion acquisition
Financial terms not disclosed
$871 million purchase price
ExactTarget
June 2013
Clipboard
May 2013
Salesfusion
LoopFuse
January 2014
Terms not disclosed
Silverpop
CoreMotives
March 2012
Terms not disclosed. Improves
Microsoft Dynamics CRM
integration
Teradata
eCircle
October 2012
Terms not disclosed. Email and
social media management software
Salesforce
$2.5 billion acquisition of email
marketing services provider
$12.5 million purchase of social
bookmarking service
With such large
vendors crowding
the enterprise
In June 2013, Salesforce acquired email marketing services platform provider ExactTarget for
marketing
$2.5 billion. ExactTarget had previously purchased marketing automation platform Pardot in
October 2012 for $95.5 million in cash and stock.
automation space,
an opportunity
Marketo used funds from its April 2013 initial public offering (IPO) to acquire real-time
emerged in the small
personalization platform provider Insightera for $20 million in December 2013. According to its
business and midIPO registration, Marketo had $58.4 million in 2012 revenue with a net loss of $34.3 million.
market (SMB) arena
With such large vendors crowding the enterprise marketing automation space, an opportunity for independent
emerged in the small business and mid-market (SMB) arena for independent vendors to
vendors to expand
expand their capabilities and sales. Raab Associates estimates that SMB market penetration
their capabilities and
(companies generating $5-$20 million annually) is just 4%, compared to 36% of enterprises
sales.
with revenues of $500 million and more.
Source: Third Door Media
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Salesfusion acquired mid-market marketing automation platform provider LoopFuse in January
2014 for an undisclosed price. The company will focus on integrating LoopFuse social media
functionality into the Salesfusion platform, according to Salesfusion executives, and developing
a proprietary social listening platform for more comprehensive multichannel marketing.
Vendors such as Bislr, Leadsberry, Leadsius, Target360, Inbox25, and Salesformics have also
brought to market affordable marketing automation solutions that can be quickly implemented
and adopted. These platforms focus on lower pricing, ease of use, and native social media
integration at the expense of more advanced features that may not be suitable for SMBs.
Several vendors have entry level pricing at or below $500 per month. Low cost add-ons,
including automated setup, pre-built templates, self-service training, and user forums also have
become more prevalent.
Trend #2: Growth in third-party application ecosystems
While the larger companies have grown via mergers and acquisitions, there has also been
rapid growth in third-party applications that are used with marketing automation software.
This innovation continues to drive expansion of the marketplace, both for enterprise and SMB
marketers.
For example, there are apps for companies that want to integrate webinar registrations from
an outside platform into their marketing automation systems (see Table 4). The emergence of
these apps has enabled marketing automation vendors to more quickly broaden their existing
platformвЂ™s capabilities by overlaying software applications on top of the system. For marketers
and end-users, it provides the ability to customize a marketing automation package to their
organizationвЂ™s specific needs.
While the larger
companies have
grown via mergers
and acquisition, there
has also been rapid
growth in third-party
applications that are
used with marketing
automation software.
The degree to which a marketing automation software vendor opens its platform to third-party
applications varies, and has created several variations in marketing ecosystems. Some vendors
are taking a вЂ�suiteвЂ™ approach by selecting the apps and integrating them directly into the
platform; the customer is still buying everything from the one vendor.
Table 4: Selected Third-Party Applications for Marketing Automation Systems
Application
Company
Advanced landing pages, microsites, and mobile web apps
ion interactive
B2B data profiles and personalization
Demandbase
Call tracking for leads originating on the web
Ifbyphone
Content curation discovery, organization, and deployment
Curata
Content marketing workflow management and optimization
Kapost
Interactive content, such as contests and polls
SnapApp
Predictive sales and marketing analytics
Lattice Engines
Rich media advertising and content modules
Kwanzoo
Webinar registration and delivery
Citrix, GoToWebinar
Source: Chief Marketing Technologist Blog
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
At the other end of the spectrum are vendors offering open APIs, allowing third-party
developers to create custom software that plugs into the platform. More of an вЂ�a la carteвЂ™
approach, this lets potential clients pick and choose apps that are most relevant to their
business goals, and often appeals to SMB companies on a tight budget.
All of the vendors profiled in this report are offering some degree of third-party integration,
and some have developed вЂњapp marketplacesвЂќ where clients can select from an ever-growing
array of choices.
Trend #3: Platforms expand features well beyond email marketing
Nearly half of U.S.
consumers now use
Nearly half of U.S. consumers now use their mobile phones to access social networks, while
their mobile phones
another 16% do so via their tablets according to NielsenвЂ™s State of the Media: Consumer
Usage report. ItвЂ™s no longer a matter of choosing one social network over another, or targeting to access social
desktop users versus smartphone users. To be effective, B2B marketers must connect with their networks, while
prospects and customers through their preferred digital channels and communication devices. another 16% do so
via their tablets...
In response, marketing automation platform vendors have expanded beyond their core email
marketing capabilities to provide native support for social media publishing, including SMS
message delivery, and data capture and analysis. Several vendors are using APIs to capitalize
on the open sharing of information on Facebook, Twitter, and LinkedIn. Some tools capture
information from the social media network and add it to contact records, while others create a
social media dashboard within the marketing automation platform that enables users to track
social media campaigns, including landing pages, within the system.
In addition to social/mobile features, marketing automation software platforms are now
incorporating budget management and marketing resources management (MRM) tools as part
of their offerings. Just as the market called for integration of social and mobile, the push for a
better understanding of marketing ROI and resources allocation has led to these new features
being added as well.
This evolution will continue as marketing automation platform vendors capture more website
visitor data вЂ“ including such metrics as return visits, time on site, pages viewed, and forms
abandoned вЂ“ and merge it with external systems data including content management (CMS)
to push into the realm of web experience management. For example, MarketoвЂ™s acquisition of
personalization engine Insightera in December 2013 allows the platform vendor to dynamically
update web page content based on what visitors have previously viewed or purchased.
Trend #4: Marketing automation capabilities outpace B2B marketersвЂ™
skillsets
Despite the breadth of offerings within marketing automation systems, not all marketers are
keeping up with the capabilities these systems provide. The reasons for this include:
вЂў Underutilization of marketing automation capabilities by existing platform users;
вЂў Poor existing data quality and organizational data silos; and
вЂў Lack of strategic alignment and cooperation between internal sales and marketing
departments.
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
One in four marketers indicated a complete integration of their marketing automation
software, according to a 2013 BtoBOnline study, Marketing Automation: Best Practices in
a Rapidly Changing World (see Table 5). For 2014, however, nearly half of those surveyed
say they are moving toward complete integration, indicating a commitment to making the
marketing automation system work within the organization.
Table 5: Level of Marketing Automation Adoption
Stage four. Complete adoption with
integration of marketing automation
into sales and marketing initiatives
18%
22%
17%
Stage two. Moderate adoption
Stage one. Some adoption
52%
26%
29%
Stage three. Strong adoption
2%
One in four
marketers indicated
a complete
integration of
their marketing
automation
software...
36%
2014
28%
28%
2013
2012
10%
28%
Source: B2BOnline, Marketing Automation: Best Practices in a Rapidly Changing World
About one-third of respondents cited siloed organizations and poor data quality as the
primary obstacles to further integration (see Table 6). Nearly one in four respondents found the
marketing automation systems too complex to be used effectively.
Table 6: Obstacles that Prevent More Effective Use of Marketing Automation
Budget constraints
32%
Poor integration between sales and marketing
32%
Poor infrastructure to collect/analyze data
30%
Lack of lead data & support from sales
30%
23%
Complexity of marketing automation software
19%
Inability to find trained employees
17%
Poorly defined ROI
14%
Compatibility/interoperability issues
Belief that current methods are ok
12%
Lack of performance standards
12%
Source: B2BOnline, Marketing Automation: Best Practices in a Rapidly Changing World
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Many organizations still operate with data silos, where marketing and sales maintain separate
databases. To be most successful with marketing automation, all stakeholders need to be
working together, with resources and campaign strategies aligned. Most of the marketing
automation platforms profiled in this report encourage such cooperation by natively
integrating with CRM (i.e., sales automation) systems including Salesforce, Microsoft Dynamics,
and Sugar CRM.
In response to this trend of under-utilization, vendors are providing more professional services
to guide users, more in-depth training programs (including online user communities, webinars
and universities), as well as benchmarking and best practices libraries.
Many organizations
still operate with
data silos, where
marketing and sales
maintain separate
databases.
Marketing Automation Platform
Capabilities
Although email marketing continues to be a core capability for B2B marketing automation
platforms, the market is evolving toward integrated marketing functionality that provides
multichannel data collection and storage, campaign development and execution, and ROI
analysis and reporting. Ultimately, the goal is to provide customers with the ability to build,
track, and manage digital campaigns, and monitor the flow of leads as they move from
marketing to sales.
Virtually every marketing automation platform provides three core capabilities: email
marketing, website visitor tracking, and a central marketing database. From there, vendors
begin to differentiate by providing additional tools вЂ“ that may be included in the base price or
premium priced вЂ“ that offer advanced functionality in terms of the following:
вЂў Dynamic content generation, including email campaigns and landing pages;
вЂў Lead capture, scoring, and nurturing;
вЂў Scheduling and task management;
вЂў Multichannel marketing, including social media and PPC/SEO;
вЂў Multi-site and global support capabilities;
вЂў Third-party app integration, including CRM systems and social applications;
вЂў Budget tracking and forecasting; and
вЂў ROI analysis.
The following section examines some of the most important features and capabilities offered
by leading pure play marketing automation platform vendors (see Table 7).
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Table 7: Selected Marketing Automation Vendor Capabilities
Platform
Email Marketing
Dynamic
Content
Email
Lead
Scoring
Native CRM
(None, 1 or Integration1
2 separate
values)
Scheduled/
Drip
Triggered
Landing
pages
Adobe
Campaign
(formerly
Neolane)
4
4
4
4
2 values
Act-On
4
4
4
4
eTrigue
4
4
4
HubSpot
4
4
Marketo
4
Oracle
Eloqua
PPC/SEO Annual
Contract
Tracking Required
Social Media
Third-Party
App Support
API
App
Marketplace
4
4
8
4
8
4
8
8
8
4
4
8
4
4
4
4
4
4
4
8
8
8
4
4
4
MD,
OCRM,
SF
4
4
8
8
4
4
4
2 values
MD, NS,
SF, SU
4
4
4
4
4
4
4
4
2 values
MD, SF
8
8
8
8
4
4
8
4
8
2 values
MD, SG,
SLX, SF,
SU
4
4
4
4
4
4
8
4
4
4
2 values
MD, NS,
SF
4
4
4
8
4
4
8
4
4
4
2 values
SF
4
4
4
4
4
4
8
Analytics
Triggers
Profiling
MD,
OCRM,
SF
4
4
4
8
2 values
MD, NS,
SF, SG,
SU, SLX,
4
4
8
4
2 values
MD, SF
4
4
4
4
2 values
SF
4
4
4
4
2 values
MD, SF
4
4
4
4
2 values
Pardot
(Salesforce)
4
4
4
4
Sales
Engine IntвЂ™l
4
4
4
Salesfusion
4
4
Silverpop
4
Teradata
4
CRM system abbreviations: SG (Sage CRM), SF (Salesforce), OCRM (Oracle CRM), SB (Siebel), MD (Microsoft Dynamics), NS (NetSuite), SLX (SalesLogix), SU
(SugarCRM)
Source: Third Door Media
1
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Email Marketing
Virtually all
marketing
The vast majority of B2B marketing campaigns are email driven, whether to a prospectвЂ™s
automation
mobile device, tablet, or desktop, making email a primary feature of marketing automation
platforms provide
platforms.
the ability to create,
Virtually all marketing automation platforms provide the ability to create, send, and measure
send, and measure
personalized email campaigns. Where they differ is in how content is created and personalized
personalized email
(i.e., wizard-based content design vs. templates, or static vs. dynamically generated), message
campaigns.
triggers and scheduling capabilities, and the availability of A/B testing. Message deliverability
is an important factor to consider.
Some vendors offer dedicated IP addresses to improve deliverability, and/or monitor
deliverability by including ReturnPath or other email deliverability services. Email previewing
is an advanced function, but may be critical to marketers that want to reach their audience
through mobile devices and see what their message will look like on smaller screens.
Landing Pages and Web Forms
Landing page and web form templates that can be customized with brand logos, images,
and marketing content are included in most marketing automation platforms. Dynamic
landing pages can be adjusted automatically to reflect prospect activity. Static pages must
be developed separately for every prospect segment in the marketing database. Progressive
profiling is an advanced function that pre-populates forms with known data and uses a drip
approach to capture additional prospect information each time they interact with a campaign.
Lead Management
Lead management comprises three functions: lead capture, lead scoring, and lead nurturing.
вЂў Lead capture. Leads are captured from a variety of sources that feed the marketing
automation database, including: website visitors, email marketing respondents, trade show
attendees, and purchased third-party lists. Platforms will vary based on the ease with which
additional lead sources can be captured, such as through an open API, or whether or not
the platform offers landing page optimization.
вЂў Lead scoring. Lead scoring вЂ“ assigning a value to each lead based on a predetermined set
of rules or criteria вЂ“ is a feature of most marketing automation platforms. Scores can be
based on a number of factors, including demographic attributes such as job title, industry,
or company size; or behavioral actions such as email responses, website pages viewed,
and white paper downloads. Scores may change based on prospect activity. Marketing
automation platforms differ in the number of scoring attributes available and how much
customization the user can apply. For example, simple lead scoring factors is one type
of variable (i.e., demographics) while two-value scoring allows users to factor in both
behavioral and demographic criteria.
вЂў Lead nurturing. Lead nurturing is the process of keeping prospects engaged with the
brand through periodic, personalized communications or campaigns until they are ready
to make a purchase. Marketing automation platforms may offer a number of pre-built
nurturing steps or actions, as well as allow users to customize their content and process.
These efforts are meant to build a relationship between the customer and their prospects
and drive interaction with sales when and if the prospect is ready.
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Reporting
Paid and organic
search campaign
Every marketing automation platform comes with a set of standard reports or dashboards
tracking is becoming
that track quantifiable data such as website visitor activity, pages viewed, time spent on site,
emails opened, content downloaded, and campaign responses. These reports provide varying an increasingly
degrees of customization and may or may not be accessible in real time. Platforms differentiate important feature
in terms of their multichannel reporting capabilities (i.e., social media and/or PPC), and the
for marketing
availability of revenue and ROI analysis and reporting. More advanced analytics include
automation platform
revenue attribution, predictive modeling, funnels, and sales or marketing lifecycles. Many
users.
platforms will import revenue data from the userвЂ™s CRM to use in ROI calculations.
PPC/SEO Management
Paid and organic search campaign tracking is becoming an increasingly important feature for
marketing automation platform users. Many of the vendors profiled in this report provide and
integrate search source data, such as referral site or keyword, into prospect profiles. Several
platforms offer more advanced functionality, including tracking visitors to individual PPC
campaigns (i.e., banner clickthroughs) or Google AdWord groups.
Social Media
Marketing automation platforms vary widely in their approach to social media campaign
integration. Most platforms profiled in this report provide some level of social media
publishing, sharing, and tracking for major networks such as Facebook, Twitter, and LinkedIn,
which can be managed through the platform. Several vendors offer consulting services for
social media, while many are providing APIs or introducing applications that integrate social
media management with the platform. More advanced social media capabilities focus on
direct integration of campaign management, including building forms and personalized ads
within social media networks, and using social media sign on to capture data and build lead
profiles.
CRM Integration
Native integration with CRM systems has become a critical feature for marketing automation
platforms serving the B2B market. Most platforms include out-of-the-box connectors that
integrate the marketing automation and leading CRM databases. Data is synchronized
between the two systems and shared in both directions at frequent intervals. For example,
data that is added by a sales rep to an account record in the CRM will be automatically added
to the record in the marketing automation platform for marketing users to view, as well.
Salesforce, Microsoft Dynamics CRM, Oracle CRM, Sugar CRM, and NetSuite are the most
commonly available connectors. Marketing automation platforms differ in the number or level
of CRM data objects they support. Salesforce, for example, supports data at the lead, contact,
account, opportunity, activity, and campaign levels. Marketing automation platforms also differ
in how deeply CRM data can be customized, and by how CRM activities such as triggered
updates, real-time alerts, lead assignment and task mapping, and automated field mapping,
are initiated within the system.
Third-Party App Support
Marketing automation vendors are trying to position their platforms as central data repositories
that collect, store, and analyze data from numerous sources. As a result, most of the leading
platforms offer APIs and/or App Marketplaces to provide seamless integration with a variety
of external system applications. There may be additional fees to purchase Marketplace apps;
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B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
API users are generally charged on a per-call basis for each data download. With the current
growth in mobile devices and social media marketing, the number of applications and App
Marketplaces continues to grow.
Pricing
Virtually all marketing automation platforms offer SaaS-based pricing, meaning software is
licensed by the customer and hosted by the vendor. Several vendors targeting the enterprise
market also offer on-site installation and implementation services. Pricing is often based on
the number of contacts in the marketing database, the number of email marketing messages
sent each month, and/or the number of users (See Table 8). Most vendors require annual
contracts, and may offer discounts in exchange for the longer-term commitment.
Virtually all
marketing
automation
platforms offer
SaaS-based pricing,
meaning software
is licensed by the
customer and hosted
by the vendor.
Table 8: Selected Marketing Automation Vendor Pricing
Pricing/
Month
Maximum # of
Database Contacts
Act-On Software
$500
$700
$900
2,500
5,000
10,000
Pricing based on active database
contacts. Unlimited emailings available
for all pricing plans. Customized pricing
for marketers with larger active contact
databases
eTrigue
Ranges from
$1,000/month
to $3,500/
month
Ranges from 10,000 to
250,000
Pricing based on the number of
database email records. Customized
pricing available for enterprise customers
with databases of more than 250,000
email addresses
HubSpot
$200
$800
$2,400
NA
Pricing levels based on number of
database contacts. Services increase with
each pricing tier. For example, $200/
month pricing includes hosting, blogging
tools, and landing pages. $800/month
tier adds CRM integration, custom lead
scoring, and smart content
Marketo
$1,195
10,000
Reflects SMB pricing; enterprise pricing
is customized
Oracle Eloqua
$2,000
$4,000
10,000
10,000
Pricing level based on number of users
and database contacts. Customized
enterprise pricing is available. Unlimited
emailings included for all pricing plans
Pardot
$1,000
$2,000
$3,000
30,000
30,000
30,000
Features increase with each spending
tier. Clients pay an additional $300/
month for each additional 30,000
contacts up to 500,000, and $200/month
for each additional 30,000 contacts over
500,000
Salesfusion
$750
$1,500
$1,800
All plans include
30,000
All plans include unlimited emailings
and users. Customized pricing available
for more than 30,000 contacts based on
business size and services used
Vendor
Notes/Additional Fees
NA=not available
Source: Third Door Media
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B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Choosing a Marketing
Automation Platform
The Pros and Cons of Marketing Automation
B2B marketers have a wide variety of choices when it comes to selecting a marketing
automation platform. Global businesses with skilled internal staffs, large data marts, and
highly defined marketing processes may be best served by an enterprise-level platform with
dozens of add-on modules that can provide scale and more customized implementation
and professional services. SMBs can choose from an array of end-user focused platforms
that provide wizard-based interfaces and fast implementation that gets the company up and
running on the system in a matter of days.
Regardless of your companyвЂ™s size and marketing sophistication, marketing automation
platforms can provide the following benefits to the organization.
Global businesses
with skilled internal
staffs, large data
marts, and highly
defined marketing
processes may
be best served
by an enterpriselevel platform with
dozens of add-on
modules that can
provide scale and
more customized
implementation and
professional services.
Increased marketing efficiency. Automating time-consuming, manual tasks around content
creation, management and personalization, campaign scheduling and execution, data hygiene
(i.e. duplicate or inconsistent data residing in various silos), communication with sales, and lead
nurturing saves time and improves productivity.
Enhanced ability to generate more and better qualified leads. Marketing automation
combines multiple criteria, including demographic and behavioral data (pages visited,
downloads, filled out forms), with a lead scoring system, to generate and identify leads that are
ready and qualified for the sales team to contact.
A multichannel view of prospect behavior. TodayвЂ™s marketing automation platforms are
integrating multiple channels to create more comprehensive prospect profiles and more
holistic views of prospect behavior.
Better alignment of sales and marketing goals. Marketing automation software can help to
align sales and marketing efforts to ensure that sales reps are working with sales-ready leads.
By working cooperatively to set scoring parameters and define qualified leads, sales and
marketing become one team. Marketing works on building relationships with early-stage leads
to enable sales to focus their efforts on the most highly qualified prospects.
Improved lead conversion and ROI. Aberdeen GroupвЂ™s May 2012 study, Marketing Lead
Management, found that marketing automation platform users have a 53% higher conversion
rate from marketing response to marketing-qualified lead, and an annualized revenue growth
rate 3.1% higher than non-users.
Some of the challenges to be aware of with marketing automation include:
вЂў Complicated and time-consuming implementation and on boarding.
вЂў Under-utilization of platform features that lead to it only being used for email marketing.
вЂў Sales and/or marketing resistance to changing marketing processes can impede platform
adoption and efficiency.
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B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Understanding
your current
marketing processes,
knowing how to
measure success,
and being able to
Step One: Do You Need a Marketing Automation Platform?
identify where you
Deciding whether or not your company needs a marketing automation platform calls for the
are looking for
same evaluative steps involved in any software adoption, including a comprehensive selfassessment of your organizationвЂ™s business needs, staff capabilities, management support, and improvements, are
all critical pieces
financial resources. Use the following questions as a guideline to determine the answer.
of the marketing
Have we outgrown our current marketing system?
automation decisionMarketing automation is often a solution for companies that are growing rapidly and need to
making process.
scale their efforts. If you have data in multiple databases that cannot be consolidated, or are
Understanding your current marketing processes, knowing how to measure success, and being
able to identify where you are looking for improvements, are all critical pieces of the marketing
automation decision-making process. The following section outlines four steps to help your
organization begin that process and choose the marketing automation platform that is the
right fit for your business needs and goals.
using an email system that canвЂ™t deliver the level of behavioral targeting you need, it may be
time for marketing automation. Determine where the lost opportunities exist in your current
system.
В What marketing automation capabilities are most critical to our business?
Identify and prioritize your software requirements and the key capabilities youвЂ™ll need from the
new system. Do your sales reps need faster real time access to marketing data? Then native
CRM integration is a must have. Do you have a sophisticated social media presence? Then
social marketing management and integration will be important. By knowing what you need,
youвЂ™ll be in a better position to control the selection process and choose the platform that will
most benefit the organization.
What kind of marketing automation toolset do we need?
Marketing automation is not a one-size-fits-all solution; itвЂ™s important to find the right fit. Nearly
all companies offer the same basic capabilities for email, website tracking, and a marketing
database. Additional capabilities vary, however, so itвЂ™s important to identify what you need.
Is inbound marketing (social media, blogging, SEO) more important than outbound (email)?
Are reporting and analytics the key feature you need? Is lead scoring a crucial part of your
marketing process? Do you need greater capabilities in email segmentation and targeting?
Many marketing automation vendors started out as point solution providers, such as email,
analytics, or optimization tools. As marketing has evolved, so have the tools providers.
Knowing where each vendor has its roots may help identify what their core strengths are, and
help you align tools to your own marketing needs.
What are our goals?
It is critical to know up front what your goals for the marketing automation system are. Do you
want to improve the quality of leads handed off by marketing to sales? Or increase revenue
by increasing conversion at key stages in the buying cycle? Do you want to improve visibility
into the buying and sales cycles to optimize marketing engagement? Bring key stakeholders
together to establish the organizationвЂ™s goals.
Does management support this purchase?
Every marketer should have an executive sponsor to secure support at the C-level. Especially if
you are not the ultimate decision maker for this purchase, you need management to buy into
the idea before you go any further. Earning that buy-in takes some work. Present a compelling
case that the benefits of new software vastly outweigh the costs. This could include converting
more leads, making sales more efficient, and improving campaign ROI.
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B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Do we have the internal skillset and staff necessary?
To maximize your ROI, internal staff will need training and a willingness to develop and
execute new business processes. If your marketing and sales organizations have been
operating in silos, they will need to work more cooperatively to develop and execute new
lead scoring and routing systems, lead qualification definitions, and more effective marketing
collateral and communications. Identify someone in the organization who will take the lead on
the selection process, as well as who will be using the system once it has been adopted.
How will we measure success?
This is one of the toughest questions, and ties in directly to understanding why you are
adopting a marketing automation platform. If your goal is to increase conversions, youвЂ™ll need
to know what your conversion rate is before automation in order to measure the impact of
automation. If itвЂ™s to improve email efficiency, be prepared with metrics on open rates, clicks,
etc. In addition to measuring against your marketing goals, itвЂ™s wise to measure the depth and
breadth of platform usage. Many marketers end up using only basic email capabilities, which
ends up being a costly investment. Set benchmarks that will help evaluate the success of the
automation.
To maximize your
ROI, internal staff
will need training
and a willingness to
develop and execute
new business
processes.
Have we realistically assessed the cost?
Some marketing automation platforms are all inclusive, while others feature an array of add-on
tools and services that can significantly increase costs. In addition to the cost of the software
license itself (assuming you choose on demand hosting), consider the costs of ongoing
services and training, as well as the indirect costs associated with getting staff up and running
on the new system (i.e., more cooperation and data sharing between marketing and sales). If
you donвЂ™t have your own IT or design staff, be sure to ask questions about what these services
cost on an hourly basis. For example, if the platform offers templates, find out how many, and
how much it costs to customize template design.
Step Two: Identify and Contact Appropriate Vendors
Once you have determined that marketing automation software makes sense for your
business, spend time researching individual vendors and their capabilities. Make a list of all the
marketing capabilities you currently have, those that you would like to have, and those that
you canвЂ™t live without. This last category is critical, and could help you avoid a costly mistake.
For example, if lead scoring is crucial to your marketing process, this is one capability you will
focus on during vendor interviews and demos. If you find that one vendor doesnвЂ™t offer this
вЂњmust-haveвЂќ capability, itвЂ™s not a fit.
Take your list of capabilities and then do some research. The вЂњResourcesвЂќ section at the back
of this report includes a list of blogs, reports, and industry research that will help. (Many of the
vendors profiled in this report also provide white papers and interactive tools that can help.)
Then narrow your list down to those vendors that meet your criteria. Submit your list of the
marketing capabilities youвЂ™ve identified, and set a timeframe for them to reply. (Whether or
not you choose to do this in a formal RFI/RFP process is an individual preference, however be
sure to give the same list of capabilities to each vendor to facilitate comparison.) From the RFP
responses, you should be able to narrow your list down to three or four platforms to demo.
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B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Step Three: Scheduling the Demo
Set up demos with your short list of vendors within a relatively short time frame after receiving
the RFP responses, to help make relevant comparisons. Make sure that all potential internal
users are on the demo call, and pay attention to the following:
вЂў How easy is the platform to use?
вЂў Does the vendor seem to understand our business and our marketing needs?
вЂў Are they showing us our вЂњmust-haveвЂќ features?
вЂў If we ask a specific question, can they demonstrate the answer on the call?
Other questions to ask each vendor include:
1. How easy is it to integrate this software into my organization?
2. What is the on-boarding process?
3. How long does implementation take?
4. What kind of support and training are included in the base price?
5. How do I maximize adoption in my organization?
6. Will we have a dedicated account rep available to us?
7. Do current customers utilize the full functionality?
8. What new features are you focusing on for the coming year?
9. Can we do a test run for a few days on our own (i.e., a free trial)?
DonвЂ™t hesitate to ask for a demonstration of the specific capabilities that you have identified in
your RFI/RFP. Consider requesting product demos showing basic tasks and demonstrating core
reports:
1. Create and edit a new email from scratch.
2. Import a contact list from a CSV file.
3. Create and edit a new landing page from scratch.
4. Execute a simple campaign with an email, mailing list and landing page.
5. See a report showing email opens and click-throughs.
6. See a report showing web traffic and/or specific leads from an email campaign.
This is going to be an ongoing relationship; itвЂ™s important to feel that your questions are being
answered.
Step Four: Check References, Negotiate a Contract
Before deciding on a particular vendor, take the time to speak with one or two customer
references, preferably someone in a business similar to yours. The marketing automation
vendor should be able to supply you with several references if you cannot identify ones
yourself. Use this opportunity to ask any additional questions, and to find out more about any
questions that werenвЂ™t answered during the demo. Make sure that the person youвЂ™ve been
referred to is someone who is a primary user of the platform. Consider also asking these basic
questions:
вЂў Why did you move to a marketing automation platform?
вЂў Why did you select this platform over others?
вЂў Has this platform lived up to your expectations?
вЂў Did you receive the level of support you needed?
вЂў What CRM system is this platform integrated with?
вЂў Are you pleased with that integration?
вЂў How long did the system take to implement?
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 18
Before deciding
on a particular
vendor, take the
time to speak
with one or two
customer references,
preferably someone
in a business similar
to yours.
Email: [email protected]
M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
вЂў Were there any surprises that you wish youвЂ™d known about beforehand?
вЂў Where have you seen the most success? The biggest challenges?
вЂў How are you measuring your own success?
вЂў Would you recommend this platform?
Although not all vendors require an annual contract, many do. Once youвЂ™ve selected a vendor,
be sure to get in writing a list of what technology and support are covered in the contract. Ask
about what kinds of additional fees might come up. Are there charges for custom design, if so,
how much? What is the hourly charge for engineering services, and is there a minimum? What
partner organizations are available to install and integrate the platform? If we need to train a
new hire mid-year, what will that cost? Obtaining the answers up front вЂ“ and having them in
writing вЂ“ will ensure fewer surprises or additional costs down the road.
Once youвЂ™ve selected
a vendor, be sure to
get in writing a list of
what technology and
support are covered
in the contract.
Conclusion
Marketing automation platforms are becoming increasingly popular with B2B marketing
organizations that face a challenging economic environment. The proliferation of digital
channels has created both opportunities and challenges, enabling marketers to learn much
more about their customers and prospects, but making it difficult to accurately target fastmoving and fragmented audience segments with the right messages at the right times.
To be effective, marketers must be creative, targeted, aligned with sales goals, and have
greater visibility into buyer attributes and behaviors. Marketing automation platforms can help
to achieve these goals, and streamline a number of time-consuming tasks including landing
page and forms development; email marketing campaign execution; capturing, scoring, and
nurturing leads; tracking website visitors; integrating multichannel campaigns; and analyzing
and reporting results.
Finding the best marketing automation platform for your organization requires a rigorous
internal assessment of your businessвЂ™s marketing and sales strengths, challenges, needs, and
goals. Perform your due diligence when it comes to identifying, researching, and interviewing
marketing automation vendors. A successful conclusion to this process can result in greater
long-term ROI and ongoing business productivity. n
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Target Customer
8300 SW Creekside Place,
Suite 250
Beaverton, Oregon 97008
T: (503) 530-1555
www.act-on.com
вЂў Mid-market B2B companies in the technology, professional services, financial
services, manufacturing, education, and healthcare industries, as well as digital
marketing agencies
Key Customers
Jones Lang LaSalle Patten Industries
Swarovski
Knowledge Universe
Progressive
MBA Focus
Rapid Notify
Key Executives
Raghu Raghavan, Chief Executive Officer
Shawn Naggiar, Chief Revenue Officer
Atri Chatterjee, Chief Marketing Officer
Paul Nadeau, Chief Financial Officer
David Fowler, Chief Privacy and Deliverability Officer
Henry Harbury, Vice President, Engineering
Company Background
вЂў Founded in 2008, Act-On is headquartered in Beaverton, Oregon, with offices in
Roseville and San Mateo, CA; Scottsdale, AZ; Spokane, WA; London, U.K.; and
Bangalore, India.
вЂў Backed by venture capital firms Norwest Venture Partners, Trinity Ventures, U.S.
Venture Partners and Voyager Capital. Act-On has also received an investment from
Stanford University.
вЂў Acquired the assets of competitor Marketbright in July 2011, primarily to own its
marketing assets and convert MarketbrightвЂ™s customer base.
вЂў Opened its APIs in 2013 to allow third-party developers to build applications on top
of the platform.
Product Overview
вЂў SaaS-based marketing automation platform designed to appeal to B2B marketers
with few internal marketing and IT resources. Act-On stresses the platformвЂ™s ease of
use to quickly put actionable information in marketing end usersвЂ™ hands.
вЂў Quick Start menu provides one-click access to many of Act-OnвЂ™s features, including
email and landing page templates that can be dynamically customized by adding
text or survey questions and executed as bulk, drip, or triggered campaigns.
вЂў Data storage is cloud-based with no additional fees.
вЂў To track website visitors, customers add an Act-On widget to their site, enabling one-click
access to visitor data tied to the Act-On database. Anonymous visitors can be reversematched using an IP address database.
вЂў Act-OnвЂ™s lead management system nurtures, scores, and segments prospects based on
demographic, firmographic, and behavioral data. Marketing and sales users jointly set the
scoring parameters for lead qualification.
вЂў In 2013, Act-On launched Act-On Inbound, a new application that allows customers
to optimize their content, blog, and website for search engines, manage keywords for
both SEO and AdWords, and measure campaign effectiveness.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 20
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Product Details
Reporting and Analytics
8300 SW Creekside Place,
Suite 250
Beaverton, Oregon 97008
T: (503) 530-1555
www.act-on.com
вЂў Standard reports track site visitor activity, including time on site and pages viewed,
top referring sites, email responses, webinar attendance, landing page visits, and
forms submitted. Reports can be downloaded through Excel or CSV; users wanting
to run regression or correlation analysis need to use external tools such as Excel.
вЂў Platform provides the limited administrative capabilities, roles and access controls
needed by some large enterprise companies, but has management and provisioning
capabilities designed for marketing agencies with multiple client accounts.
Social Media Strategy
вЂў Twitter Prospector dashboard uses Twitter API to allow users to view and participate
in relevant Twitter conversations through a live feed.
вЂў Users can add social-sharing buttons to email campaigns and landing pages
to connect and broadcast campaigns to their social media channels, including
Facebook, Twitter, Pinterest, Google+, YouTube, and LinkedIn.
вЂў Benchmarking is available through the Act-On Insight dashboard, included in base
pricing, and enables users to compare web-based and social media traffic and views
against specified competitors.
CRM Integration
вЂў Provides native integration with Salesforce, SugarCRM, Microsoft Dynamics, NetSuite,
Sage, and SalesLogix. Half of current customers use Salesforce.com; some customers
continue to use automated FTP for flat file synchronizations with their CRM systems.
вЂў Automatically feeds marketing data into Salesforce in real time; the Salesforce
platform acts as the database of record. Users can choose which marketing segments
to import into Act-On database for campaign development and execution.
Segments are continually synched, allowing marketers to manage, recycle, and
reassign sales leads based on prospect behavior. High-scoring leads are pushed
into a sales вЂњhot prospect listвЂќ using the systemвЂ™s lead-scoring schema.
Third Party Integration
вЂў Point-and-click integration with Webex and GoToWebinar allows marketers to
schedule, send invites, and track responses to online events.
вЂў Out-of-the-box integration with data services such as Data.com, Data Prospect, and
ZoomInfo, as well as web analytics systems including Google Analytics and IBM
Digital Analytics.
вЂў The RESTful APIs which use OAuth for authentication enable third-party developers
to build applications that take advantage of Act-OnвЂ™s marketing automation platform.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 21
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Product Details
Pricing and Support
8300 SW Creekside Place,
Suite 250
Beaverton, Oregon 97008
T: (503) 530-1555
www.act-on.com
вЂў Three pricing levels based on the number of active contacts in the customerвЂ™s
database:
$500/month for up to 1,000 active contacts
$800/month for up to 5,000 active contacts
$1,000/month for up to 10,000 active contacts
вЂў Customized pricing for marketers with larger active contact databases.
вЂў Act-On Inbound is an add-on capability available to those who already have the ActOn Marketing Automation Platform. Pricing starts at $249/month for 500 Keywords
and 1,000 Pages.
вЂў No annual commitment required; month-to-month contracts available to all
customers
вЂў Act-On assigns a customer success representative to each account. Telephone and
24/7 email support is included in the base price.
вЂў Standard support includes Act-On University and Act-On Center of Excellence (an
online knowledgebase of webinars, checklists, best practices, and product guides) as
well as a user-populated wiki where users can share their issues and solutions.
Company Outlook
вЂў Act-On has a clear focus on the mid-market and seeks to provide an inexpensive,
scalable platform that small marketing teams can use quickly and easily. As such,
large enterprise companies may find that Act-On lacks some of the multi-location
access controls provided by other platforms targeting larger organizations.
вЂў New features coming in the near future include improved integration with social
media, ad retargeting, and content management systems. Act-On executives also
state that the company is continuously refining its integrated channel approach to
allow users to create campaigns that can be more easily deployed across multiple
environments, including web, email, social, and mobile.
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
PublisherвЂ™s Note: The integration of Neolane into the
Adobe Marketing Cloud is ongoing.
Target Customer
345 Park Avenue
San Jose, CA 95110-2704
(T) 877-722-7088
www.adobe.com
вЂў NeolaneвЂ™s former target customers were enterprise B2B and B2C marketers in the
retail, travel/hospitality, media and entertainment, and financial services industries.
вЂў As part of the Adobe Marketing Cloud, the target customer is now enterprises across
all verticals.
Key Customers
Accor Hotels
Dior
Samsung
Sony
Alcatel-Lucent
IKEA
Sephora Europe
Key Executives
Stephane Dehoche, VP, Adobe Campaign
Stephan Dietrich, VP, Adobe Campaign, Americas
Thomas Boudalier, VP, Engineering, Adobe Campaign
Suresh Vittal, VP, Marketing Strategy, Digital Marketing at Adobe
Company Background
вЂў Neolane was founded in 2001 in France; entered the U.S. market in 2007
вЂў Adobe Systems acquired privately held Neolane for $600 million in cash in June 2013
вЂў Neolane reportedly had $60 million in revenue annually as a provider of crosschannel campaign management technology
вЂў Adobe had previously acquired digital marketing firms Omniture (2009), Day
Software (2010), Demdex (2011), Auditude (2011), and Efficient Frontier (2012)
вЂў Additional Adobe Campaign offices in London, Copenhagen, and Paris
Product Overview
вЂў Neolane has been rebranded as Adobe Campaign, the sixth solution in the Adobe
Marketing Cloud, complementing the existing Analytics, Target, Social, Experience
Manager, and Media Optimizer offerings.
вЂў Adobe Campaign executes personalized inbound and outbound marketing programs
across email, web, social, mobile, direct mail, kiosk, call center, and point-of-sale
channel.
вЂў In mid-January 2014, Adobe announced integration between Adobe Campaign and
Adobe Experience Manager. This combination allows clients to work from a single
digital asset management repository and integrate data from both anonymous
visitors and identified customers to create a personalized customer experience.
вЂў Integration with Adobe Analytics will track customer interaction with online
and offline interactions, and send information with Adobe Campaign, pushing
personalized emails to customers to help close sales.
This integration is currently being upgraded to allow all information to be shared
in real time within the Adobe Marketing Cloud.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 23
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Product Details
Reporting and Analytics
345 Park Avenue
San Jose, CA 95110-2704
(T) 877-722-7088
www.adobe.com
вЂў NeolaneвЂ™s former standard reports included cost per lead, cost per opportunity,
and revenue per program. Neolane had been an Adobe Genesis partner, allowing
Adobe customers to seamlessly integrate cross-channel data from AdobeвЂ™s marketing
platforms.
вЂў Neolane was providing more than 50 out-of-the-box reports including most
common delivery tracking (messages sent, throughput, opens, clicks, devices used,
tracking indicators) as well as reports on leads for lead management activities, and a
conversion funnel.
вЂў Adobe Campaign now works with Adobe Analytics to create a holistic view of
marketing campaigns with intuitive and interactive analytic dashboards and reports.
Social Media Strategy
вЂў Adobe Campaign is integrated with the Adobe Marketing Cloud, allowing marketers
to leverage cross-channel campaign orchestration and execution with the rest of their
digital marketing strategies, including Adobe Social.
вЂў Neolane offered extensive social, local, and mobile marketing capabilities through its
Social Marketing module, and used the term вЂњSoLoMoвЂќ to demonstrate the crosschannel nature of these media.
вЂў In December 2012, Neolane announced its integration with FacebookвЂ™s Open Graph,
which allows users to obtain real-time customer information and integrate it directly
into their marketing databases.
CRM Integration
вЂў Neolane had offered CRM connectors for Salesforce, Microsoft Dynamics CRM,
and Oracle CRM on Demand, providing real-time, bi-directional synching of lead,
account, and opportunity data.
As Adobe Campaign, CRM integration will continue.
Third Party Integration
вЂў Adobe Campaign is integrated with the Adobe Marketing Cloud, allowing marketers
to leverage cross-channel campaign management and execution with the rest of their
digital marketing strategies.
вЂў Adobe Campaign is based on modern architecture and uses web services for
straightforward data and process integration with operational front- and back-end
systems.
вЂў Adobe Campaign is capable of running in a distributed architecture mode to enable
redundant key processes and load balancing, depending on business and technical
constraints.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 24
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Product Details
Pricing and Support
345 Park Avenue
San Jose, CA 95110-2704
(T) 877-722-7088
www.adobe.com
вЂў Adobe announced that all existing Neolane support infrastructure and personnel
from technical support, account management, R&D, and professional services will still
be involved.
вЂў In November 2013 Adobe Campaign announced it would no longer be priced by the
number of emails sent but rather based on clientвЂ™s size, customer profile, and other
factors.
вЂў Adobe will also charge a license/subscription fee and a customer profile fee.
вЂў Adobe is currently working on three bundles of service, addressing: email only,
multichannel, and all channels. Customers will be charged for only active profiles.
Company Outlook
вЂў With the incorporation of Adobe Campaign into the Adobe Marketing Cloud, Adobe
plans to focus on improvements such as:
Enhanced collaboration across the marketing organization.
Integrating digital behavior with the customer profile.
Linking the content and execution value chains.
Rethinking cross-channel orchestration.
вЂў There are still many improvements scheduled for Adobe Campaign. Tighter
integration with Adobe Experience Manager has been announced and Adobe
promises further integration news to come.
вЂў As a European company, Neolane had a strong footprint in North America, where
Adobe will actively pursue expansion of client base.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 25
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Target Customer
вЂў Mid-market B2B companies and divisions within enterprise organizations
723 The Alameda
San Jose, CA 95126
(T) 800-858-8500
www.etrigue.com
Key Customers
Compucom
Skype Business Services (Microsoft)
SAP Success Factors
Softsmart (Softmart)
Ticona
Key Executives
Jeff Holmes, President and CEO
Jim Meyer, VP and General Manager
Ron Cootes, VP, Engineering
Willy Lam, Senior Director, Engineering
Tony Tissot, Senior Director, Marketing
Company Overview
вЂў Founded in 2005
вЂў 47 employees
вЂў 318 customers
вЂў Self-funded
вЂў Additional office in Sacramento, CA
Product Overview
вЂў DemandCenter platform features WYSIWYG and drop-down editors designed to
appeal to marketing end users.
вЂў 100-plus landing page and form templates.
вЂў Progressive profiling allows users to pre-populate forms with known data and
use a drip approach to capture incremental amounts of data with each campaign
interaction. A/B testing is also included.
вЂў 3-D Lead Scoring utilizes three dimensions.
вЂў Users can adjust campaigns on the fly, and schedule message delivery at specific
times rather than a general time frame.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 26
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Product Details
Reporting and Analytics
723 The Alameda
San Jose, CA 95126
(T) 800-858-8500
www.etrigue.com
вЂў DemandCenter tracks leads at the contact and opportunity (won, open, closed)
levels.
вЂў The system tracks and maintains unlimited anonymous visitor data, including search
term referrals.
вЂў Lead scoring, called 3-D Lead Scoringв„ў by the company, is based on three
dimensions: who, what, and when.
вЂў Specific variables that can be scored include prospect demographics, website activity,
campaign responses, brand relationship, and buy time (i.e., how long it takes for a
lead to become a customer).
вЂў Lead segmentation occurs within a search-based interface and across any
demographic or marketing activity.
вЂў DemandCenter includes both pre-configured and customizable real-time reporting
dashboards that track lead sources, companies, campaigns, messages, and
geographies.
Social Media Strategy
вЂў Social media source data captured, including Facebook, LinkedIn, Twitter, and
Google+.
вЂў No social publishing or sharing tools currently available.
CRM Integration
вЂў eTrigue DemandCenter currently provides native integration with Salesforce and
Microsoft Dynamics CRM.
вЂў Through eTrigue for AppExchange, users can choose between bi-directional synching
and viewing active prospects before they are added to the Salesforce CRM.
Prospects can then be added as вЂњleadsвЂќ or converted to вЂњcontactsвЂќ based on
qualification criteria.
Real-time email alerts on any lead action can be reported within the CRM or
DemandCenter. Users can base alert triggers on demographics, scoring, or
timing.
вЂў DemandCenter also integrates with SalesforceвЂ™s live chat feature, opening a single,
pop-up window on the dashboard that includes historical prospect information to aid
sales reps in their communication with prospects.
Third-Party Integration
вЂў DemandCenter provides out-of-the box integration with WebEx and GoToWebinar;
an API is available for custom system integrations.
Event campaigns can be scheduled through the system, with responses вЂ“
including registration and attendance вЂ“ automatically synched between the event
system and DemandCenter.
Event data also can be integrated into existing CRM systems and used in
triggered marketing messages.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 27
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Product Details
Pricing and Support
723 The Alameda
San Jose, CA 95126
(T) 800-858-8500
www.etrigue.com
вЂў DemandCenter pricing is based on the number of database email records:
$1,000/month for up to 10,000 email addresses
$1,500/month for 10,001-30,000 email addresses
$2,000/month for 30,001-50,000 email addresses
$2,100/month for 50,001-75,000 email addresses
$2,200/month for 75,001-100,000 email addresses
$3,500/month for 100,000-250,000 email addresses.
вЂў Customized pricing is available for enterprise customers with databases of more than
250,000 email addresses.
вЂў There are no setup or activation costs. A dedicated IP address is available at $3,000 a
year and is an optional feature.
вЂў Phone and email support is included in all pricing, as is training for the customerвЂ™s first
email campaign in the first five days of the engagement.
вЂў Free web-based training is available for sales and marketing best practices;
customers can also attend ongoing вЂњCoffee with eTrigueвЂќ webinars for additional
training and marketing tips.
Company Outlook
вЂў Ongoing platform improvements focused on speed and flexibility.
вЂў Progressive profiling introduced in late 2012 to reduce form abandonment.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 28
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Target Customer
вЂў SMBs to enterprise marketers or agencies.
25 First Street, 2nd Floor
Cambridge, MA 02141
(T) 888-482-7768
www.hubspot.com
Key Customers
Alpha Software
Mimio
Rezdy Software
Global Plastic Sheeting
NEC Corporation of America
Key Executives
Brian Halligan, CEO
Dharmesh Shah, CTO
J.D. Sherman, COO
Mike Volpe, CMO
John Kinzer, CFO
Jim OвЂ™Neill, CIO
Mark Roberge, Chief Revenue Officer, Signals
Company Background
вЂў Founded in 2006
вЂў 600-plus employees
вЂў 10,000-plus customers in 56 countries
вЂў Acquired marketing automation software provider Performable in June 2011; social
media management platform Oneforty in August 2011; and notification aggregator
Chime and calendar app PrepWork in March 2013
вЂў HubSpot has raised $100 million in venture capital, including $35 million in
November 2012. The funding supported the growth of HubSpotвЂ™s Dublin office and
several acquisitions that have been key in developing HubSpotвЂ™s latest features and
product updates.
вЂў European headquarters in Dublin, Ireland; worldwide headquarters in Cambridge,
MA
Product Overview
вЂў The latest version of HubSpot software was introduced in August 2013.
вЂў Recent updates to the product include a new Content Optimization System (COS),
Social Inbox, a social media publishing and monitoring tool, and Signals, a freemium
sales tool.
вЂў The SaaS-based product includes tools for lead capture, scoring, nurturing, analytics,
and A/B testing. Additional workflow functionality allows users to trigger campaigns,
profile and lead scoring changes, and notifications when particular prospect
behaviors occur. Data is stored in the cloud.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 29
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Product Details
Reporting and Analytics
25 First Street, 2nd Floor
Cambridge, MA 02141
(T) 888-482-7768
www.hubspot.com
вЂў HubSpotвЂ™s reporting capabilities track channel performance, conversion assists, timeto-completion, and reverse funnel analysis; and benchmark traffic, conversion and
inbound links for up to 10 competitors.
вЂў Customers can track ROI via multiple sources such as organic and paid search,
referrals, social media, email marketing, direct traffic, and other campaigns. Monthly
PowerPoint reports are delivered automatically and can be customized.
вЂў HubSpot offers customized lead scoring for any data point including email and
website actions, social media metrics, and form captures. Scoring systems can be
tested as well as segmented in a customerвЂ™s database.
Social Media Strategy
вЂў HubSpotвЂ™s social media capabilities are integrated with Social Inbox, a social media
publishing and monitoring tool.
Social Inbox highlights an individualвЂ™s lifecycle stage with a color-coded
interface that links directly with HubSpotвЂ™s email tool for follow-up and internal
communication on social media alerts.
вЂў Users can schedule and publish posts to Twitter, Facebook, and LinkedIn from one or
multiple accounts, and monitor Twitter activity with contextual information integrated
into the userвЂ™s feed.
вЂў Tweets are identified as coming from a customer, prospect or active opportunity.
CRM Integration
вЂў Native integration with Salesforce for Professional and Enterprise customer systemsвЂ™
lead-scoring schema.
Third Party Integration
вЂў HubSpot offers a Salesforce connector for Professional and Enterprise customers that
are also Salesforce Professional, Enterprise, or Unlimited customers.
Capabilities include bi-directional synching and closed-loop ROI reporting,
allowing users to set custom criteria to score leads and determine which leads
are automatically sent to Salesforce.
Users can build segments on any combination of HubSpot and Salesforce data,
and personalize email content using Salesforce field data.
вЂў HubSpot is an AppExchange partner on Salesforce and offer native integrations with
Salesforce, Wistia, and GoToWebinar.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 30
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Product Details
Pricing and Support
25 First Street, 2nd Floor
Cambridge, MA 02141
(T) 888-482-7768
www.hubspot.com
вЂў HubSpot offers the following tiered pricing plan based on the number of database
contacts:
Basic: Starts at $200/month and offers hosting, blogging tools, and landing
pages.
Professional: Starts at $800/month and adds CRM integration, smart content, and
custom lead scoring to the Basic package.
Enterprise: Starts at $2,400/month and adds A/B testing and timeline
segmentation to the Professional package.
вЂў All pricing is for a minimum number of database contacts. The following fees apply as
the number of database contacts grows:
$100/thousand additional contacts at the Basic level.
$50/thousand additional contacts at the Professional level.
$10/thousand additional contacts at the Enterprise level.
вЂў A 30-day free trial is available; an annual contract is required.
вЂў The company charges a setup fee of $500 for Basic customers and $2,000 for
Professional and Enterprise customers, which includes introductory training.
вЂў Advanced product training is available starting at $7,000. Email and phone support is
included in pricing.
вЂў HubSpot Academy is a free marketing how-to site offering customers guides,
webinars, brainstorming worksheets, and inbound certification courses.
Company Outlook
вЂў HubSpot seeks to expand into international markets and extend product offering
beyond the marketing space.
Signals, a freemium sales tool, is HubSpotвЂ™s first major leap beyond the marketing
space to suggest how the companyвЂ™s innovation can expand beyond marketing
software.
вЂў In January 2013, HubSpot opened its European headquarters in Dublin, Ireland to
support its growing international customer base.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 31
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Target Customer
вЂў Mid-market to enterprise-level B2B and B2C marketers in the technology, healthcare,
financial services, manufacturing, and media industries
901 Mariners Island Blvd.,
Suite 500
San Mateo, CA 94404
(T) 650-376-2300
www.marketo.com
Key Customers
Chrysler
Harvard Business School
Intel
Samsung
Webtrends
Eventbrite
Hootsuite
RingCentral
Sony
Key Executives
Phil Fernandez, President and CEO
David Morandi, Chief Technology Officer
Sanjay Dholakia, Chief Marketing Officer
Bill Binch, Senior VP, Sales and General Manager
Jason Holmes, Chief Customer Officer
Steve Sloan, Senior VP, of Products and Engineering
Fergus Gloster, Managing Director Marketo International, EMEA
Aden Forrest, Managing Director, ANZ
Greg Higham, Chief Information Officer
Jon Miller, VP, Marketing Content and Strategy
Anthony Nemelka, SVP, Strategy & Business Development
Company Background
вЂў Founded in January 2006
вЂў 400-plus employees
вЂў Went public in May 2013
вЂў Acquired real-time personalization provider Insightera for $20 million in December
2013
вЂў Additional offices in Portland, Dublin, and Sydney
Product Overview
вЂў Cloud-based marketing software platform features a suite of integrated applications
to deliver an email service provider (ESP), social campaign products, and business
intelligence software. Applications include:
Marketing Automation: Create, automate, and track campaigns and marketing
workflows across all marketing channels.
Multi-Channel Campaign Management: Manage and execute marketing
programs across multiple channels including email, web, mobile, events, and
social media.
Engagement Marketing: Build and grow long-term customer relationships with
dynamic, multi-step engagement marketing campaigns.
Customer Engagement Engine (CEE): Automatically delivers relevant dialogues.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 32
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Product Details
Reporting and Analytics
901 Mariners Island Blvd.,
Suite 500
San Mateo, CA 94404
(T) 650-376-2300
www.marketo.com
вЂў Provides a time-series data mart optimized for marketing analytics.
вЂў Reports on marketing program ROI, including multi-touch attribution, and analyzes
the aggregate impact of marketing on the revenue cycle over time, including
conversion rates plus flow and velocity through the funnel.
вЂў Revenue Cycle Analytics executive dashboards provide real-time metrics and trends
to optimize the revenue cycle.
вЂў Program Analyzer identifies which programs deliver the highest marketing ROI.
вЂў Ad Hoc Reports & Analysis creates ad hoc reports and dashboards with an intuitive
pivot table UI built for marketers.
вЂў Opportunity Influence Analyzer demonstrates the multiple programs and marketing
activities that influence deals to understand each marketing touch pointвЂ™s influence.
вЂў Revenue Modeler defines the detailed stages of the revenue cycle and monitors how
potential customers move through the funnel.
вЂў Success Path Analyzer monitors key performance metrics for each stage of the
revenue cycle.
Social Media Strategy
вЂў Social marketing applications include polls, social sharing, sweepstakes, and referrals
that share messages across social networks.
вЂў Social analytics include real-time dashboards and analytics for individual social
campaigns.
вЂў Integrates with Marketo marketing reports and revenue cycle analytics.
CRM Integration
вЂў Supports a two-way sync between Marketo and most CRMs.
Users enter CRM credentials and all custom objects and fields can be synced
automatically.
вЂў Bi-directional data synch allows users to add a lead or contact in either system, and
Marketo ensures both systems are updated.
Custom configurations are also supported.
вЂў Additions or deletions to the CRM framework such as fields or objects are
automatically updated in Marketo through the systemвЂ™s self-healing schema.
Third Party Integration
вЂў In November 2012, Marketo introduced LaunchPoint, a 100-plus partner app and
services network that enables customers to integrate additional software solutions
including Webtrends, HootSuite, Sundog, LeadMD, Microsoft Dynamics CRM, and
web event companies such as GoToWebinar.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 33
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Product Details
Pricing and Support
901 Mariners Island Blvd.,
Suite 500
San Mateo, CA 94404
(T) 650-376-2300
www.marketo.com
вЂў Marketing automation for B2B SMBs starts at $1,195/month for 10,000 contacts.
вЂў Enterprise B2B pricing is customized.
вЂў All Marketo contracts are for a one-year commitment. Quarterly payments are
available for SMB customers at an additional 10% per month.
Company Outlook
вЂў A majority of Marketo customers and revenue are B2B, but the company intends to
continue to target a range of B2C industries.
вЂў Marketo intends to expand vertical marketing efforts in order to increase market
penetration in certain industries.
вЂў The company will continue to pursue selective, strategic acquisitions, such as
the December 2013 purchase of Insightera to extend leadership in multichannel
relationship marketing.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 34
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Target Customer
вЂў Companies with $10 million to $15 million in revenue up to global enterprises in
a range of industries, including high-tech, professional services, manufacturing,
financial services, education, and sports and entertainment
Key Customers
1921 Gallows Road, Suite 200
Vienna, VA 22182-3900
(T) 866-327-8764
www.eloqua.com
ADP
Fidelity
McAfee
American Express
LinkedIn
SONY
Key Executives
*At publication Oracle issued the following announcement regarding Eloqua
management: вЂњEloqua employees will join Oracle as a part of a global team led by
EloquaвЂ™s President Alex Shootman. The vast majority of Eloqua employees have now
officially joined Oracle, ensuring continuity of EloquaвЂ™s product vision and customer
relationships.вЂќ
Company Background
вЂў Founded in 1999
вЂў 350-plus employees
вЂў 1,200-plus customers
вЂў Raised $35.8 million in two rounds of venture funding (2006 & 2007)
вЂў August 2012 IPO valued company at $368 million, or 4.4x sales of $85 million in the
12 months ending June 2012
вЂў Oracle acquired Eloqua in December 2013 for $810 million
Product Overview
вЂў An intuitive visual editor allows users to create landing pages and web forms.
вЂў Users can also develop personalized microsites through Eloqua Hypersites,в„ў which
greets prospects by name.
вЂў EloquaвЂ™s Co-Dynamic Lead Scoring technology uses a combination of contact profile
information as well as buying behavior, such as campaign responses, converted
forms, or web activity.
вЂў Eloqua for Sales is an add-on suite of sales tools that includes web visit alerts, prebuilt and customized email messages for multiple devices, and advanced buyer
profiling.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 35
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Product Details
Reporting and Analytics
1921 Gallows Road, Suite 200
Vienna, VA 22182-3900
(T) 866-327-8764
www.eloqua.com
вЂў Eloqua Insight is the platformвЂ™s included analytics and reporting tool.
вЂў Dashboards track and measure campaign engagement, cost, and activity summaries;
email clickthroughs, bouncebacks, and trends; form conversion and abandonment;
and landing page performance, trends, and visitor demographics.
вЂў Closed-loop reporting, which is part of Eloqua Insight, helps marketers understand
which campaigns are driving actual pipeline and revenue growth.
вЂў Eloqua Insight also includes industry specific benchmarking dashboards.
Social Media Strategy
вЂў вЂњChatter inside EloquaвЂќ embeds Salesforce Chatter directly within the Eloqua
marketing automation platform.
вЂў All Eloqua products include the Social Suite collection of apps.
Social Landing Page Apps. Accessible directly within the Eloqua landing page
editor. Additional social sharing and widgets are available to further integrate
social media with the Eloqua platform.
Social Data Apps. Available on the Eloqua AppCloud, these apps let marketers
access and manipulate social information either externally or within the Eloqua
database.
Social Reporting Apps. Social media reports and dashboards are available in
Eloqua Insight. These reports help marketers track inbound social traffic to
measure the impact of social on marketing campaigns and pipelines.
вЂў Additional integration expected with tools such as Yammer and Oracle Social
Network.
CRM Integration
вЂў An open platform designed to support Salesforce.com, Microsoft, and SAP in
addition to integrations with Oracle CRM and social applications.
Third Party Integration
вЂў The Eloqua AppCloud, launched in June 2011, provides plug-in access to 90-plus
add-on B2B marketing applications, including Radian6, Cvent, and WebEx. Eloqua
uses a web services API to integrate with other enterprise systems such as ERP,
content management, and data warehouses.
вЂў Oracle is committed to enabling customers to use EloquaвЂ™s marketing cloud in a
multi-vendor environment, including non-Oracle salesforce automation systems.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 36
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Product Details
Pricing and Support
1921 Gallows Road, Suite 200
Vienna, VA 22182-3900
(T) 866-327-8764
www.eloqua.com
вЂў Eloqua offers the following three вЂњproduct trimsвЂќ based on the number of users and
database contacts:
Marketer: $2,000/month for 10 users and up to 10,000 contacts, with unlimited
emails, forms, and landing pages. Includes best practices templates, standard
email and phone support, real time lead scoring and routing, Social Suite apps,
and Eloqua Insight Reporter dashboards and campaign tracking.
Team: $4,000/month for 50 users and up to 10,000 contacts. Includes all
Marketer package capabilities and adds dedicated IP addresses, custom multicity event management, segmentation, advanced data cleansing, real-time multimodel lead scoring, custom CRM integration and the Eloqua API.
Enterprise: Custom pricing is available for larger databases and an unlimited
number of users. Includes all Marketer and Team capabilities, as well as multiple
licenses for the Eloqua Insight Analyzer custom dashboard and reporting tool,
24/7 premier support, Sandbox test environment, and multiple databases for
separate business units.
вЂў Eloqua offers add-on professional services for companies that need additional help
onboarding or customizing the software for their business needs.
вЂў Options include SmartStart Standard for SMBs and the Eloqua Expert program that
offers access to a dedicated company consultant.
Company Outlook
вЂў As a part of Oracle, Eloqua customers can expect more seamless integration
with other Oracle solutions such as OracleвЂ™s Big Data and Business Intelligence
capabilities.
вЂў Specifically, Eloqua will become more tightly integrated with OracleвЂ™s Customer
Experience Cloud in the areas of social, sales, and service.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 37
Email: [email protected]
M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Target Customer
вЂў Small and mid-market B2B businesses, with future plans to service global B2B
enterprise-level businesses
Key Customers
950 E. Paces Ferry Road,
Suite 3300
Atlanta, GA 30326
(T) 404-492-6845
www.pardot.com
Fujitsu
Precor
Stanley Black & Decker
Key Executives
Adam Blitzer, VP and GM, Pardot
Derek Grant, Director, Sales
Zach Bailey, Senior Director, Engineering
Company Background
вЂў Pardot launched in 2007; it was acquired by ExactTarget in 2012 for $95 million
вЂў Salesforce purchased Pardot in July 2013 as part of its $2.5 billion acquisition of
ExactTarget acquisition
вЂў Salesforce.com does not disclose employee or customer count by product line; prior
to acquisition, Pardot reported 93 U.S.-based employees, and 1,000-plus customers
Product Overview
вЂў Pardot is a SaaS application that is now part of the Salesforce.com Sales Cloud.
вЂў The platform features WYSIWYG editors, templates, and wizards for campaign
creation.
вЂў A new email editor launched in 2013 features template customization by region,
as well as version control and the addition of several new templates optimized for
mobile.
вЂў Offers closed-loop ROI reporting, lead nurturing, and prospect tracking.
вЂў An automated rules builder and nurturing campaign engine provides automatic
marketing actions based on preset rules.
Mix and match criteria such as site search queries, software demos, and video
viewing, can be set to trigger lead scoring, notifications, and routing prospects to
content that corresponds to their interests.
Lead nurturing campaigns send prospects down pre-determined tracks,
delivering targeted messaging over time and adjusting based on how recipients
interact with the messaging.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 38
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Product Details
Reporting and Analytics
950 E. Paces Ferry Road,
Suite 3300
Atlanta, GA 30326
(T) 404-492-6845
www.pardot.com
вЂў Email reporting provides a visual heat map of a readerвЂ™s interactions with the
message, providing insight into email engagement.
вЂў Uses both lead scoring and lead grading to determine lead quality.
вЂў Lead scoring is numerical and based on prospect actions in response to marketing
efforts, including emails opened, white papers downloaded, and web pages viewed.
вЂў Lead grading (A - F) is based on how closely factors such as industry, job title, and
company size match an ideal customer profile.
вЂў Forms use progressive profiling to build a prospect profile over time while optimizing
for conversions.
вЂў Built in closed-loop reporting functionality tracks prospects from click to close.
Social Media Strategy
вЂў Social connectors for Twitter, LinkedIn, and Facebook are available to Enterprise and
Ultimate customers.
вЂў Prospect look-up for LinkedIn, Twitter, Facebook, and Klout.
CRM Integration
вЂў Native integration with Salesforce.com, SugarCRM, NetSuite, and Microsoft
Dynamics CRM.
вЂў Contact data is bi-directionally synced and de-duplicated, meaning all clean records
can be viewed in either the Pardot or CRM system.
In addition to the prospectвЂ™s score and grade, users can view all prospect activity,
including email opens, form views, AdWords ad clicks, visits, and site searches, to
help assign leads to sales.
вЂў On the Salesforce platform, users can drop prospects into nurturing campaigns from
within the CRM; campaign syncing allows for advanced ROI tracking.
вЂў The platformвЂ™s LeadDeck tool, free to all Pardot clients, is a desktop application that
provides users with real-time alerts of visitor activity.
Third Party Integration
вЂў Integrates with WebEx, GoToWebinar, and ReadyTalk to track and evaluate the
success of online events.
An EventBrite connector offers access to data from in-person marketing events.
вЂў PPC and SEO campaign data can be integrated from Google AdWords and Google
Analytics.
вЂў Pardot also integrates with Wistia for video tracking, Wordpress blog apps, Microsoft
Outlook, and GoodData for business intelligence.
вЂў Connectors for sales automation tools such as data.com, Twilio for telephony, and
Olark for live chat, are also available.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 39
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Product Details
Pricing and Support
950 E. Paces Ferry Road,
Suite 3300
Atlanta, GA 30326
(T) 404-492-6845
www.pardot.com
вЂў Pardot offers the following three pricing levels:
Standard: $1,000/month for a database of up to 10,000 contacts. Includes
standard marketing automation functionality.
Pro: $2,000/month for a database of up to 10,000 contacts. Includes Standard
functionality plus additional features including advanced email package, Google
AdWords integration, a marketing calendar, API access, and more.
Ultimate: $3,000/month for a database of up to 10,000 contacts. Includes Pro
marketing automation functionality plus additional features such as custom user
roles, permission-based folders, custom object integration, and more.
вЂў Implementation carries a one-time fee that varies based on client requirements.
вЂў Additional fees of $100/month for each additional 10,000 contacts.
вЂў An annual contract is required.
вЂў All three packages include a client advocate, support desk, live webinars, email, and
online forums. Select packages include chat and phone support.
Company Outlook
вЂў Pardot plans to expand beyond the mid-market to serve enterprise-level companies.
To do that, the company will capitalize on new parent SalesforceвЂ™s infrastructure to
scale the platformвЂ™s overall capabilities and eliminate synching between the two
systems to create a unified CRM and marketing automation database.
вЂў Currently, Pardot is focusing on security, permissions, and customization that
will allow large enterprises to control access across multiple business units and
geographies.
вЂў Additional plans include enhanced email testing and functionality, nurturing
workflows, new campaign reporting options for better revenue attribution, and
marketing playbooks to guide users through the creation of high-performance
campaigns.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 40
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Target Customer
One Concourse Parkway,
Suite 190
Atlanta, GA 30328
(T) 855-238-6522В www.Salesfusion.com
вЂў B2B SMBs and mid-market companies in the technology, professional services,
healthcare, and media industries with up to $500 million in revenues
Key Customers
Baxa
Coverall
PublisherвЂ™s Note: As this report was LexJet
being prepared in January 2014,
Salefusion announced its acquisition
of LoopFuse. We have incorporated
LoopFuse and its product features
into this profile.
CentricsIT
Earthlink
Managed Maintenance
Cleveland Cavaliers
Green Giant
PayX International
Key Executives
Christian Nahas, CEO
Chad Ruff, Founder and CTO
Kevin Miller, CMO
Eran Gil, EVP of Sales
Robert Pease (former LoopFuse), VP, Product Marketing
Bradley Young (former LoopFuse), Science Officer
Company Background
вЂў Salesfusion 360 launched in 2007 after acquiring online forms system AcxiomFire
вЂў Salesfusion acquired LoopFuse in late January 2014
вЂў Two weeks prior to the acquisition, Salesfusion raised $8.25 million in a Series B
financing round
вЂў 65-plus employees
вЂў 750 clients
вЂў Additional offices in Malvern, PA; London, UK; and Seattle, WA
Product Overview
вЂў Salesfusion is embedding LoopFuseвЂ™s social media publishing and monitoring tools
directly into the Salesfusion suite of products, adding social listening, publishing and
nurturing to the marketing automation suite for mid-sized businesses. The company
says that by mid-2014, all customers will have LoopFuse social intelligence and
predictive analytics.
вЂў SalesfusionвЂ™s platform is a modular marketing automation platform that integrates
data from multiple channels, including paid search, SEO, email, events, and direct
mail. The platform includes the following modules.
Email Marketing: Enables bulk, drip, triggered, and nurturing campaigns through
more than 750 html templates and a step-based user interface for campaign
development.
Landing Pages: A wizard-based tool for developing landing pages, event
registrations, surveys, online forms, and other lead capture vehicles. Form fields
are pre-mapped into CRM systems, with leads routed and assigned upon form
completion.
Multi-Channel Marketing (MCM): A campaign management tool designed to
integrate campaign channels in one interface.
Marketing2CRM: Provides native integration to numerous CRM systems (see
details in CRM Integration section below).
SocialFusion: A social media module that enables content publishing, sharing,
and tracking through a widget and URL shortener.
вЂў All data is stored in SalesfusionвЂ™s private cloud network.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 41
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Product Details
Reporting and Analytics
One Concourse Parkway,
Suite 190
Atlanta, GA 30328
(T) 855-238-6522В www.Salesfusion.com
вЂў WebForensics: A web visitor tracking and analytics tool that includes 30-plus standard
reports, mapping and geographic analysis, lead scoring models, and search and
keyword data that can be applied to SEO campaigns. An advanced dashboard
enables lead-to-revenue management.
вЂў LeadAnalyzer: Includes two lead scoring and management tools that allow users to
build multiple scoring models to grade and route leads, and automatically connect to
the CRM system to set rules for routing leads back to marketing when scores change.
Models can be scored according to geography, vertical market, or product line; and
based on web, email, forms or event activity, as well as demographics.
Social Media Strategy
вЂў SalesfusionвЂ™s SocialFusion module focuses on publishing, sharing, and tracking social
media content.
вЂў Through its acquisition of LoopFuse, and particularly the Social Signals component,
Salesfusion now offers social listening tools to identify buying intent and engage
social media users.
вЂў The company plans to extend clientвЂ™s customer acquisition capabilities by offering
identification of demand signals through its developing Social Nurture component.
вЂў Users also can monitor real-time mentions of their companyвЂ™s brand, products, and
services on popular social networks such as Facebook and Twitter.
вЂў Web-based content can be shortened and published to social media using
SalesfusionвЂ™s URL shortener, Itty Bitty. Users can automatically attach a social widget
to email and landing page campaigns to share campaigns individually on Facebook,
LinkedIn, and Twitter, or in a bundle that includes StumbleUpon and Digg, as well.
вЂў SocialFusionвЂ™s dashboard tracks prospects that share social media content and
automatically triggers more frequent campaigns or content to frequent sharers. More
specific data, including network source and page views, can be tracked by social
media traffic generated through the platformвЂ™s Itty Bitty tool, which cookies users.
вЂў Provides out-of-the box integration with LinkedIn.
вЂў Through its WordPress and Drupal plugins, users can monitor blog interactions and
include the data in lead scoring.
CRM Integration
вЂў Salesfusion focuses heavily on native integration with Salesforce.com, SugarCRM,
SalesLogix, Sage CRM, and Microsoft Dynamics CRM.
вЂў Through its Marketing2CRM module, solution packs included for each CRM system
integrate pre-built administrative tools, tables, and email campaigns; and web, email,
and forms data into lead and account records.
вЂў Only about one-sixth of Salesfusion customers used Salesforce.com. The LoopFuse
acquisition is expected to greatly increase that percentage.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 42
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Product Details
Third Party Integration
One Concourse Parkway,
Suite 190
Atlanta, GA 30328
(T) 855-238-6522В www.Salesfusion.com
вЂў SalesfusionвЂ™s web services platform currently integrates with GoogleвЂ™s AdWords, as
well as data infrastructure provider Citrix.
вЂў EventFusion provides native integration with WebEx and GoToMeeting. Users can
plan, track, and conduct ROI analysis on in-person and online events through prebuilt event workflows.
Pricing and Support
вЂў SalesfusionвЂ™s pricing offers the following tiers based on the number of database
contacts or leads:
Professional $750/month includes 30,000 contacts (additional contacts available).
Ultimate $1,500/month includes 30,000 contacts (additional contacts available).
Enterprise $1800/month includes 30,000 contacts (additional contacts available).
вЂў All pricing plans include unlimited users and bulk emailings.
вЂў The average customer spends between $1,500 and $2,500 per month, according to
Salesfusion executives.
вЂў Annual commitments are required.
вЂў All LoopFuse customers will be supported until the product is discontinued.
Company Outlook
вЂў The new combined company is currently building a new headquarters in the
Buckhead section of Atlanta.
LoopFuseвЂ™s founders plan to stay with Salesfusion after the acquisition.
вЂў Salesfusion will embed LoopFuse technologies into its products and continue
to be focused specifically on the midmarket. Many former LoopFuse customers
have already begun migrating to the Salesfusion platform; all current Salesfusion
customers will have LoopFuse social intelligence and predictive analytics by mid2014.
вЂў Salesfusion plans to support customers who bought the LoopFuse platform until all
customer migrations are complete.
вЂў As LoopFuse customers are migrated onto Salesfusion. The formerly available free
trials on LoopFuse have been eliminated. Those clients using the free version will be
offered incentives to purchase the new Salesfusion product.
вЂў Salesfusion continues to provide advanced capabilities, including multichannel
campaign management, custom tables, and ROI reporting for an affordable price.
The company positions its $750/month SMB pricing as a вЂњbridgeвЂќ for small
businesses ready to advance beyond low-cost email programs.
вЂў For 2014, the company will focus on integrating LoopFuse social signals functionality,
adding intelligence through predictive and prescriptive capabilities, and focusing on
building robust end-user experiences.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 43
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Target Customer
вЂў Mid-market B2B companies
Key Customers
9111 Jollyville Road, Suite 260
Austin, Texas 78759
(T) 512-241-3780
www.salesengineintl.com
Advantec
iHouse
Perfect Commerce
Solarus
Key Executives
Paul Rafferty, CEO
Mike Vannoy, COO
Ric Riddle, Vice President of Sales
Taylor Autry, Vice President of Engineering
Kim Cool, Director of Client Success
Company Background
вЂў Founded in 2001
вЂў 30 employees
вЂў 165 customers
вЂў In June 2012, Manticore Technology and Sales Engine International merged.
ManticoreвЂ™s marketing automation platform is now marketed under the Sales Engine
International brand
Product Overview
вЂў B2B integrated marketing agency Sales Engine International (SEI) and Manticore
Technology merged in June 2012 and now operate as Sales Engine International,
combining SEIвЂ™s B2B professional marketing services with ManticoreвЂ™s marketing
automation platform.
вЂў SEI features a drag-and-drop interface to create personalized emails and landing
pages from the systemвЂ™s template and form libraries.
вЂў Anonymous site visitors can be identified with SEIвЂ™s reverse IP lookup. SEI offers
progressive profiling and automates list updates when a contact reaches a lead
scoring threshold.
вЂў Scores appreciate according to online behavior and depreciate with inactivity. Leads
are automatically rescored and made visible to sales through CRM integration.
Reporting and Analytics
вЂў SEIвЂ™s reporting and analytics track website activity for known and anonymous visitors.
вЂў Custom links can be used to track third-party web activity, including social media
usage or clicks on banner ads and other PPC program interactions.
вЂў Visitors are assigned to a funnel stage based on their website visit paths.
вЂў The dashboard provides click path analysis, PPC campaign tracking, marketing ROI
analysis, revenue projections, and cross-campaign analysis.
вЂў Custom tables are not available.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 44
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Product Details
Social Media Strategy
вЂў Focused on services; in-house social media specialists help customers develop and
execute their social media strategies outside of the platform.
Includes social media account set up and maintenance, as well as channel
performance reporting.
9111 Jollyville Road, Suite 260
Austin, Texas 78759
(T) 512-241-3780
www.salesengineintl.com
CRM Integration
вЂў Key integration points with Microsoft Dynamics CRM include bi-directional
synchronization, detailed lead activity tracking, campaign integration, and advanced
lead scoring and filtering.
вЂў Key integration points with Salesforce include executive marketing dashboards,
campaign integration, lead scoring and promotion code tracking.
вЂў The SEI API is available for customers wishing to integrate with additional CRMs,
interact with a data warehouse, or provide mashups for internal use, and is
implemented as a SOAP-based Web Service.
Third Party Integration
вЂў Integration with GoToWebinar allows marketers to schedule, send invites, and
track responses to online events, while offering a consistent branding experience
throughout the webinar event.
Pricing and Support
вЂў Industry sources estimate SEI pricing begins at $12,000 per year based on the
number of database records, and requires an annual contract.
вЂў All customers receive standard technical support at no additional cost. This includes:
Dedicated Customer Success Manager.
Unlimited support via web, phone or email for up to two users.
Weekly live training sessions.
Quarterly product usage analysis and ROI.
Forum support.
24/7 service availability monitoring.
24/7 CRM integration availability monitoring.
Company Outlook
вЂў SEI announced in 2013 that it would вЂњrelease a unique, full-service demand
generation offering that is expected to continue to fuel growth through 2014 and
beyond.вЂќ
вЂў At publication of this report, the product has not been released. The company last
officially released any news of this offering in October 2013.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 45
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Target Customer
вЂў B2B and B2C SMBs to Fortune 100 enterprises in a wide range of industries
Key Customers
200 Galleria Parkway, Suite 1000
Atlanta, GA 30339
(T) 866-745-8767
www.silverpop.com
Carfax
Houston Chronicle
Mazda
PaperStyle
CaringBridge
King Arthur Flour
MudPie
USA Financial
Key Executives
Bill Nussey, President and CEO
Jim McCormick, EVP and CFO
Will Schnabel, Managing Director and SVP, International Business Development
Jeff Browning, SVP of Product Development
Todd McCormick, SVP of Sales
Loren McDonald, VP, Industry Relations
Company Background
вЂў Originally an email marketing company and founded in 1999, the privately held
company is headquartered in Atlanta, GA.
вЂў The company acquired Vtrenz in 2007, to become a SaaS provider of both email
marketing and marketing automation solutions.
вЂў In 2011, Silverpop acquired PlacePunch, a location-based marketing platform that
incorporates rewards programs, check-in contests, location-based offers, and checkin messaging that drives email opt-ins, reporting, and analytics.
вЂў Silverpop acquired CoreMotives in 2012, a marketing automation solution that
operates completely within Microsoft Dynamics CRM.
Product Overview
вЂў Silverpop Engage offers email marketing tools and marketing automation
functionality that leverage behavior to increase efficiency and relevancy while
improving ROI and driving revenue. Specifically, SilverpopвЂ™s technology focuses on
the following areas:
Marketing Database: Collect comprehensive customer data.
Universal Behaviors: Understand and act on buyer behaviors.
Interaction Engine: Automate individualized messages.
Multi-Channel: Right place, right time.
Single Identity: Deliver a consistent, relevant user experience.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 46
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Product Details
Reporting and Analytics
вЂў SilverpopвЂ™s Excel Add-In pulls reporting data into Excel and creates custom reports.
With the Excel Add-In, users can connect Excel to Silverpop Engage accounts and
download all reporting and activity data related to mailings.
200 Galleria Parkway, Suite 1000
Atlanta, GA 30339
(T) 866-745-8767
www.silverpop.com
Social Media Strategy
вЂў Silverpop EngageвЂ™s Social Connect tools provide social publishing and scheduling,
social sharing, and social sign-ins on landing pages for Twitter, Facebook, LinkedIn,
and/or RSS feeds that coincide with Engage email sends.
вЂў The social sign-in currently supports the use of social identities from Facebook,
Twitter, LinkedIn, and Salesforce. Users can determine lead sources through the
toolsвЂ™ social tracking features. For example, blog posts shared on Facebook will be
attributed to Facebook instead of the blog post itself.
вЂў The tool works across major location-based social networks including Facebook,
Foursquare, and Twitter. SilverpopвЂ™s Pop-In app supports remote data collection via
an iPad for field-based interactions.
CRM Integration
вЂў Native integration with Salesforce, Microsoft Dynamics CRM, and NetSuite.
вЂў API set available for customized CRM app development.
вЂў Third Party Integration
вЂў Silverpop partners with leading technology providers in many areas from couponing
and CRM to mobile, social, and web analytics.
Pricing and Support
вЂў Engage pricing is highly customized according to the size of the customer database
and the number of transactions.
Industry sources estimate pricing begins at $1,000 per month.
вЂў Silverpop requires an annual commitment and encourages long-term contracts of up
to three years.
вЂў Silverpop provides 24/7 email and phone support for all customers, including an
online support portal.
вЂў New clients needing additional onboarding services can purchase a Silverpop
SureProgram.
вЂў Offers premium-priced customizable web-based and on-site training.
Company Outlook
вЂў Silverpop has expanded its focus by leveraging tools and techniques that capture
customer behavior and leverage automation to drive customer communication.
вЂў Silverpop will continue to support an extensive partner network to provide customers
with the flexibility to integrate with the best-in-breed technology providers that make
the most sense for their particular needs.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 47
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Product Details
Target Customer
вЂў Enterprise-level and mid-market B2C and B2B marketers
900 East 96th Street, Suite 400
Indianapolis, IN 46240
(T) 317-814-6465
www.teradata.com
Key Customers
Bank of America
Merrill Lynch
Johnson Financial Group
Standard Life
Lending Tree
Warner Bros.
Key Executives
Bob Boehnlein, General Manager, Marketing Operations/IMM
Gonzalo Hidalgo, General Manager, Campaign Management/IMM
Thomas Wilke, General Manager, Digital Messaging/IMM
Robin Fleming, VP Cloud Services
Lisa Arthur, CMO
Alex Meyer, COO
Company Background
вЂў Founded in 1998 as Aprimo
вЂў 1,500 employees in 15 offices worldwide
вЂў More than 1,500 customers
вЂў Aprimo was acquired by Teradata in December 2010 for $525 million; company
renamed Teradata
вЂў Teradata also acquired eCircle , a digital marketing platform, in June 2012
Product Overview
вЂў Positioned as an enterprise Integrated Marketing Management (IMM) solution that
comprises four key вЂњpillars:вЂќ Marketing Operations; Campaign Management; Digital
Messaging; and Analytical Applications.
Marketing Operations connects campaign results with internal operations and
spend.
Campaign Management performs segmentations, manages offers, creates
personalization based on customer behavior, conducts marketing analysis of
cross-channel initiatives, enables personalized messages across online and offline
channels, and combines social media data with other cross-channel data.
Digital Messaging Center sends personalized digital messages and integrates results
and real-time data from email, mobile, and social channels into a single view. This
technology, obtained through the eCircle acquisition, includes a Social Adapter that
helps marketers craft and tailor messages to match customer preferences using preexisting data obtained from Facebook and other social networks.
Marketing Analytics and Data Management solution offers a 360-degree view
of the customer across disparate systems. Marketers can coordinate offers
and content across multiple channels with a common data platform; develop
personalized dashboards that provide real-time campaign visibility; and honor
customer privacy by prioritizing data and offers based on individual preference
and permission. Key solutions include: Master Data Management; Demand
Chain Management; and Service to Sales.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 48
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Product Details
Reporting and Analytics
900 East 96th Street, Suite 400
Indianapolis, IN 46240
(T) 317-814-6465
www.teradata.com
вЂў Marketing analytics and data management features are designed to help clients
better understand data patterns, customer interactions, and cross-channel marketing
effectiveness with digital marketing attribution. Key solutions include master data
and demand chain management, as well as a service-to-sales app that incorporates
customer data collected from the web, phone calls, and retail locations to create
personalized communications.
Social Media Strategy
вЂў Social Adapter available in latest versions.
вЂў Digital Messaging Center publishes social updates directly to Facebook and Twitter.
вЂў Social Adapter tool enables users to both publish and track social media data from
networks including Facebook and Twitter, and integrate the results into marketing
campaign data to deliver more targeted, personalized messages.
вЂў Users can publish emails and microsites to Facebook and Twitter; users of Digital
Messaging Center also can publish social updates directly social networks.
CRM Integration
вЂў Includes native integration with Salesforce and offers add-on access to Microsoft
Dynamics CRM and Oracle through its technology partners. The platform sends leads
to the CRM once they are nurtured, scored, and qualified.
вЂў Real-Time Interaction Manager includes the service-to-sales app on the Salesforce
AppExchange. The app includes an offer repository, contact database, analytics, and
a business rules engine.
Third Party Integration
вЂў Teradata cultivates partnerships to deliver end-to-end analytic solutions and
integrated marketing applications.
вЂў The company uses both proprietary and standardized adapters to integrate client
solutions with a range of other enterprise software solutions.
Pricing and Support
вЂў Pricing and support are highly customized and quoted on an individual basis.
Industry estimates put the initial base price at $50,000 annually, with additional
implementation and support fees.
вЂў Each pillar can be purchased separately or integrated out of the box.
вЂў Teradata solutions are available as cloud-based, SaaS platforms or as on-site
installations.
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Vendor Profiles
Product Details
900 East 96th Street, Suite 400
Indianapolis, IN 46240
(T) 317-814-6465
www.teradata.com
вЂў Teradata Applications are available add-on services providing a full range of
consulting and implementation services with industry specialization and expertise,
including:
Pre-sales assessments of requirements.
Implementation and associated technical services.
Training and education for users and system administrators.
Ongoing remote support to increase user adoption and ROI.
Marketing Maturity Assessments.
вЂў Teradata University is an online portal available for product training and best
practices.
Company Outlook
вЂў TeradataвЂ™s integrated offerings are being positioned as an enterprise IMM solution.
Its four product pillars feature numerous add-on modules and advanced capabilities
that can scale with marketersвЂ™ efforts and offer more global functionality (for example,
simplified Chinese and Brazilian Portuguese to enhance its appeal).
вЂў The company continues to work on providing more seamless integration across these
four pillars, and with TeradataвЂ™s Big Data systems.
вЂў To continue its appeal to mid-sized and large enterprise marketers, Teradata IMM
solutions also feature new installation and deployment tools to quicken and simplify
implementation and usability. Cost and complexity may be an issue for some
businesses at the lower end of the market.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 50
Email: [email protected]
M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2014: A BuyerвЂ™s Guide
Resources
Blogs
вЂњChief Marketing Technologist,вЂќ by Scott Brinker. http://Chiefmartec.com
вЂњCustomer Experience Matrix,вЂќ by David M. Raab. http://customerexperiencematrix.blogspot.com
Websites
www.marketingautomationtimes.com
www.marketingland.com
www.digitalmarketingdepot.com
www.forrester.com
Research Reports/Surveys
Marketing Automation: Best Practices in a Rapidly Changing World, published by B2BOnline and Marketo.
www.marketo.com/reports/btob-research-insights-marketing-automation-best-practices-in-a-rapidly-changing-world/
B2B Marketing Automation Vendor Selection Tool (VEST), published by Raab Associates.
http://raabassociatesinc.com/2013/02/05/raab-report-b2b-marketing-automation-to-reach-800-million-in-2013/
2014 Marketing Technology Adoption Survey, published by Third Door Media.
В© 2014 Third Door Media, Inc. вЂў http://digitalmarketingdepot.com 51
Email: [email protected]