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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 MarketingAutomation Platforms 2014: A Buyer’s Guide

© 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 2 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 Buyer’s Guide

Table of ContentsScope and Methodology .............................................................................................................3Marketing Automation Software Market Overview ................................................................4

Table 1: Digital Marketers’ Adoption of Marketing Automation Software.........................4Table 2: B2B Marketing Automation Systems Revenue ($ millions) ...................................5

Marketing Automation Market Trends .......................................................................................5Trend #1: Mergers and acquisitions among larger vendors open new opportunities in SMB market ..........................................................................................5

Table 3: Selected Marketing Automation Mergers & Acquisitions, 2012-2014 .................6Trend #2: Growth in third-party application ecosystems ........................................................7

Table 4: Selected Third-Party Applications for Marketing Automation Systems ...............7Trend #3: Platforms expand features well beyond email marketing ......................................8Trend #4: Marketing Automation Capabilities Outpace B2B Marketers’ Skillsets .................8

Table 5: Level of Marketing Automation Adoption ............................................................9Table 6: Obstacles that Prevent More Effective Use of Marketing Automation ................9

Marketing Automation Platform Capabilities ..........................................................................10Table 7: Selected Marketing Automation Vendor Capabilities .......................................11Email Marketing ................................................................................................................12Landing Pages and Web Forms ........................................................................................12Lead Management ............................................................................................................12Reporting ..........................................................................................................................13PPC/SEO Management ....................................................................................................13Social Media ......................................................................................................................13CRM Integration ................................................................................................................13Third-Party App Support ...................................................................................................13Pricing ...............................................................................................................................14Table 8: Selected Marketing Automation Vendor Pricing ................................................14

Choosing a Marketing Automation Platform .........................................................................15The Pros and Cons of Marketing Automation ......................................................................15

Step One: Do You Need a Marketing Automation Platform? .........................................16Step Two: Identify and Contact Appropriate Vendors .....................................................17Step Three: Scheduling the Demo ...................................................................................18Step Four: Check References, Negotiate a Contract ......................................................18

Conclusion ...................................................................................................................................19Vendor Profiles ...........................................................................................................................20

Act-On Software ...................................................................................................................20Adobe Campaign ..................................................................................................................23eTrigue ...................................................................................................................................26HubSpot ................................................................................................................................29Marketo .................................................................................................................................32Oracle Eloqua ........................................................................................................................35Pardot ....................................................................................................................................38Salesfusion .............................................................................................................................41Sales Engine International .....................................................................................................44Silverpop ...............................................................................................................................46Teradata .................................................................................................................................48

Resources ....................................................................................................................................51




Scope and MethodologyThis 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 company’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:

• What trends are driving the adoption of marketing automation tools?• Who are the leading players in marketing automation?• What capabilities do marketing automation tools provide?• Does my company need a marketing automation tool?• How do I go about evaluating which tool is best for my business?• 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. We’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 BurkaEditor: Claire Schoen, Digital Marketing Depot

www.ioninteractive.com

http://www.candlewoodcreative.com/

http://digitalmarketingdepot.com




Marketing Automation Software Market Overview If you’re considering adopting a marketing automation solution in 2014, you are not alone.

From the largest enterprise to the smallest company, B2B marketers are experiencing change at an unprecedented speed. A proliferation of digital channels has made it increasingly difficult 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 of the process themselves, creating decision short lists by researching brand websites and social channels – without ever speaking to a sales rep.

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% don’t have plans to use it (see Table 1).

From the largest enterprise to the smallest company, B2B marketers are experiencing change at an unprecedented speed.

Source: Third Door Media, 2014 Marketing Technology Adoption Survey

Table 1: Digital Marketers’ Adoption of Marketing Automation Software

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.

Using now

Adding in next 12 months

No plans to use

41%

26%

33%

http://downloads.digitalmarketingdepot.com/MLD_1402_TechAdoptn_landingpage.html




Large technology companies continue their quest to provide cloud-based marketing software and services by making significant acquisitions in the marketing automation space.

Marketing Automation Market TrendsThe 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 marketers’ 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.

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.

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.

Table 2: B2B Marketing Automation Systems Revenue ($ millions)

$200

$325

$500

$750

100200300400500600700800

2010 2011 2012 2013

http://raabassociatesinc.com/2013/02/05/raab-report-b2b-marketing-automation-to-reach-800-million-in-2013/




With such large vendors crowding the enterprise marketing automation space, an opportunity emerged in the small business and mid-market (SMB) arena for independent vendors to expand their capabilities and sales.

In June 2013, Salesforce acquired email marketing services platform provider ExactTarget for $2.5 billion. ExactTarget had previously purchased marketing automation platform Pardot in October 2012 for $95.5 million in cash and stock.

Marketo used funds from its April 2013 initial public offering (IPO) to acquire real-time personalization platform provider Insightera for $20 million in December 2013. According to its IPO registration, Marketo had $58.4 million in 2012 revenue with a net loss of $34.3 million.

With such large vendors crowding the enterprise marketing automation space, an opportunity emerged in the small business and mid-market (SMB) arena for independent vendors to expand their capabilities and sales. Raab Associates estimates that SMB market penetration (companies generating $5-$20 million annually) is just 4%, compared to 36% of enterprises with revenues of $500 million and more.

Source: Third Door Media

Table 3: Selected Marketing Automation Mergers & Acquisitions, 2012-2014

Adobe

Microsoft (Dynamics CRM)

HubSpot

Salesforce

ExactTarget

Oracle

Marketo

Silverpop

Salesfusion

Teradata

Acquirer

NeolaneBehance

MarketingPilot

ChimePrepWork

ExactTarget

Clipboard

Pardot

Corente

ResponsysCompendiumEloqua

Insightera

Crowd Factory

CoreMotives

LoopFuse

eCircle

Acquired/ Merged

June 2013December 2012

October 2012

March 2013March 2013

June 2013

May 2013

$600 million acquisition$150 million acquisition of social network for artists

Integrated into Dynamics CRM product

Financial terms not disclosed for either acquisition

$2.5 billion acquisition of email marketing services provider $12.5 million purchase of social bookmarking service

October 2012

January 2014

December 2013October 2013December 2012

December 2013

April 2012

March 2012

January 2014

October 2012

$95.5 million purchase price

Terms not disclosed. Cloud-based services provider$1.5 billion acquisitionFinancial terms not disclosed$871 million purchase price

$20 million acquisition of inbound marketing platformSocial media apps. Terms not disclosed

Terms not disclosed. Improves Microsoft Dynamics CRM integration

Terms not disclosed

Terms not disclosed. Email and social media management software

Date Notes




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.

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 platform’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 organization’s specific needs.

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 ‘suite’ approach by selecting the apps and integrating them directly into the platform; the customer is still buying everything from the one vendor.

Content curation discovery, organization, and deployment

Rich media advertising and content modules

Interactive content, such as contests and polls

Content marketing workflow management and optimization

Webinar registration and delivery

Curata

Kwanzoo

SnapApp

Kapost

Citrix, GoToWebinar

Source: Third Door Media

Advanced landing pages, microsites, and mobile web apps

Call tracking for leads originating on the web

Predictive sales and marketing analytics

B2B data profiles and personalization

Application

ion interactive

Ifbyphone

Lattice Engines

Demandbase

Company

Table 4: Selected Third-Party Applications for Marketing Automation Systems

Source: Chief Marketing Technologist Blog

http://chiefmartec.com/2013/10/emerging-third-party-era-marketing-automation




Nearly half of U.S. consumers now use their mobile phones to access social networks, while another 16% do so via their tablets...

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 ‘a la carte’ 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 “app marketplaces” 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 their mobile phones to access social networks, while another 16% do so via their tablets according to Nielsen’s State of the Media: Consumer Usage report. It’s no longer a matter of choosing one social network over another, or targeting desktop users versus smartphone users. To be effective, B2B marketers must connect with their prospects and customers through their preferred digital channels and communication devices.

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 – including such metrics as return visits, time on site, pages viewed, and forms abandoned – and merge it with external systems data including content management (CMS) to push into the realm of web experience management. For example, Marketo’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 marketers’ 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:

• Underutilization of marketing automation capabilities by existing platform users; • Poor existing data quality and organizational data silos; and• Lack of strategic alignment and cooperation between internal sales and marketing

departments.




One in four marketers indicated a complete integration of their marketing automation software...

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.

52%26%

36%

28%28%

28%

29%

22%

17%

2%10%

18%

Stage four. Complete adoption withintegration of marketing automation

into sales and marketing initiatives

Stage three. Strong adoption

Stage two. Moderate adoption 2014

2013

2012

Stage one. Some adoption

32%

32%

30%

30%

23%

19%

17%

14%

12%

12%

Budget constraints

Poor integration between sales and marketing

Poor infrastructure to collect/analyze data

Lack of lead data & support from sales

Complexity of marketing automation software

Inability to find trained employees

Poorly defined ROI

Compatibility/interoperability issues

Belief that current methods are ok

Lack of performance standards

Source: B2BOnline, Marketing Automation: Best Practices in a Rapidly Changing World

Source: B2BOnline, Marketing Automation: Best Practices in a Rapidly Changing World

Table 5: Level of Marketing Automation Adoption

Table 6: Obstacles that Prevent More Effective Use of Marketing Automation

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.




Many organizations still operate with data silos, where marketing and sales maintain separate databases.

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.

Marketing Automation Platform CapabilitiesAlthough 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 – that may be included in the base price or premium priced – that offer advanced functionality in terms of the following:

• Dynamic content generation, including email campaigns and landing pages;• Lead capture, scoring, and nurturing; • Scheduling and task management; • Multichannel marketing, including social media and PPC/SEO;• Multi-site and global support capabilities;• Third-party app integration, including CRM systems and social applications;• Budget tracking and forecasting; and • 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).




Table 7: Selected Marketing Automation Vendor Capabilities

eTrigue

Oracle Eloqua

Marketo

Adobe Campaign (formerly Neolane)

Salesfusion

Silverpop

Teradata

HubSpot

Sales Engine Int’l

Pardot (Salesforce)

Act-On

4 44 4 84 48 4 84

4 44 4 84 48 4 44

4 44 4 44 44 4 44

4 44 4 84 44 4 84

Scheduled/Drip

EmailTriggeredAnalytics Triggers Profiling API

App Marketplace

Landing pages

4 44 4 44 44 4 88

4 44 4 84 44 4 84

4 44 4 44 44 4 84

2 values MD, SF

2 values MD, OCRM,

SF

2 values MD, SF, SAP

2 values MD, OCRM,

SF

2 values MD, SG, SLX, SF,

SU

2 values MD, NS, SF

2 values SF

4 44 4 44 44 4 44

4 44 8 88 48 4 84

4 44 4 44 44 4 44

4 44 4 44 88 4 84

2 values SF

2 values MD, SF

2 values MD, NS, SF, SU

2 values MD, NS, SF, SG,

SU, SLX,

Platform Social Media PPC/SEOTracking

Annual Contract Required

Third-Party App SupportEmail Marketing

Dynamic Content

Lead Scoring

(None, 1 or 2 separate

values)

Native CRM Integration1

1CRM 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




Virtually all marketing automation platforms provide the ability to create, send, and measure personalized email campaigns.

Email Marketing

The vast majority of B2B marketing campaigns are email driven, whether to a prospect’s mobile device, tablet, or desktop, making email a primary feature of marketing automation platforms.

Virtually all marketing automation platforms provide the ability to create, send, and measure personalized email campaigns. Where they differ is in how content is created and personalized (i.e., wizard-based content design vs. templates, or static vs. dynamically generated), message 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.

•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.

•Lead scoring. Lead scoring – assigning a value to each lead based on a predetermined set of rules or criteria – 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.

•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.




Paid and organic search campaign tracking is becoming an increasingly important feature for marketing automation platform users.

Reporting

Every marketing automation platform comes with a set of standard reports or dashboards 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 degrees of customization and may or may not be accessible in real time. Platforms differentiate in terms of their multichannel reporting capabilities (i.e., social media and/or PPC), and the availability of revenue and ROI analysis and reporting. More advanced analytics include revenue attribution, predictive modeling, funnels, and sales or marketing lifecycles. Many platforms will import revenue data from the user’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;




Virtually all marketing automation platforms offer SaaS-based pricing, meaning software is licensed by the customer and hosted by the vendor.

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.

NA=not availableSource: Third Door Media

Table 8: Selected Marketing Automation Vendor Pricing

Act-On Software

Oracle Eloqua

HubSpot

Salesfusion

eTrigue

Pardot

Marketo

Vendor

$500$800$1,000

$2,000$4,000

$200$800$2,400

$750$1,500$1,800

Ranges from $1,000/month to $3,500/month

$1,000$2,000$3,000

$1,195

Pricing/Month

2,5005,00010,000

10,00010,000

NA

All plans include 30,000

Pricing based on active database contacts. Unlimited emailings available for all pricing plans. Customized pricing for marketers with larger active contact databases

Pricing level based on number of users and database contacts. Customized enterprise pricing is available. Unlimited emailings included for all pricing plans

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

All plans include unlimited emailings and users. Customized pricing available for more than 30,000 contacts based on business size and services used

Ranges from 10,000 to 250,000

30,00030,00030,000

10,000

Pricing based on the number of database email records. Customized pricing available for enterprise customers with databases of more than 250,000 email addresses

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

Reflects SMB pricing; enterprise pricing is customized

Maximum # of Database Contacts

Notes/Additional Fees




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.

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 company’s size and marketing sophistication, marketing automation platforms can provide the following benefits to the organization.

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. Today’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 Group’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:

• Complicated and time-consuming implementation and on boarding. • Under-utilization of platform features that lead to it only being used for email marketing.• Sales and/or marketing resistance to changing marketing processes can impede platform

adoption and efficiency.




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.

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.

Step One: Do You Need a Marketing Automation Platform?

Deciding whether or not your company needs a marketing automation platform calls for the same evaluative steps involved in any software adoption, including a comprehensive self-assessment of your organization’s business needs, staff capabilities, management support, and financial resources. Use the following questions as a guideline to determine the answer.

Have we outgrown our current marketing system? Marketing automation is often a solution for companies that are growing rapidly and need to scale their efforts. If you have data in multiple databases that cannot be consolidated, or are using an email system that can’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. What marketing automation capabilities are most critical to our business? Identify and prioritize your software requirements and the key capabilities you’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, you’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; it’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 it’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 organization’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.




To maximize your ROI, internal staff will need training and a willingness to develop and execute new business processes.

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, you’ll need to know what your conversion rate is before automation in order to measure the impact of automation. If it’s to improve email efficiency, be prepared with metrics on open rates, clicks, etc. In addition to measuring against your marketing goals, it’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.

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 don’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 can’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 doesn’t offer this “must-have” capability, it’s not a fit.

Take your list of capabilities and then do some research. The “Resources” 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 you’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.




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.

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:

• How easy is the platform to use?• Does the vendor seem to understand our business and our marketing needs?• Are they showing us our “must-have” features?• 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)?

Don’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; it’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 weren’t answered during the demo. Make sure that the person you’ve been referred to is someone who is a primary user of the platform. Consider also asking these basic questions:

• Why did you move to a marketing automation platform?• Why did you select this platform over others?• Has this platform lived up to your expectations?• Did you receive the level of support you needed?• What CRM system is this platform integrated with?• Are you pleased with that integration? • How long did the system take to implement?




Once you’ve selected a vendor, be sure to get in writing a list of what technology and support are covered in the contract.

• Were there any surprises that you wish you’d known about beforehand?• Where have you seen the most success? The biggest challenges?• How are you measuring your own success?• Would you recommend this platform?

Although not all vendors require an annual contract, many do. Once you’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 – and having them in writing – will ensure fewer surprises or additional costs down the road.

ConclusionMarketing 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 fast-moving 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 business’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


Vendor Profiles



Target Customer

• 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 Knowledge Universe MBA FocusPatten Industries Progressive Rapid NotifySwarovski Key Executives

Raghu Raghavan, Chief Executive OfficerShawn Naggiar, Chief Revenue OfficerAtri Chatterjee, Chief Marketing OfficerPaul Nadeau, Chief Financial OfficerDavid Fowler, Chief Privacy and Deliverability OfficerHenry Harbury, Vice President, Engineering

Company Background

• 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.

• 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.

• Acquired the assets of competitor Marketbright in July 2011, primarily to own its marketing assets and convert Marketbright’s customer base.

• Opened its APIs in 2013 to allow third-party developers to build applications on top of the platform.

Product Overview

• SaaS-based marketing automation platform designed to appeal to B2B marketers with few internal marketing and IT resources. Act-On stresses the platform’s ease of use to quickly put actionable information in marketing end users’ hands.

• Quick Start menu provides one-click access to many of Act-On’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.

• Data storage is cloud-based with no additional fees.• 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 reverse-matched using an IP address database.

• Act-On’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.

• 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.

8300 SW Creekside Place, Suite 250Beaverton, Oregon 97008 T: (503) 530-1555www.act-on.com

http://www.act-on.com/



Vendor Profiles



Reporting and Analytics

• 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.

• 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

• Twitter Prospector dashboard uses Twitter API to allow users to view and participate in relevant Twitter conversations through a live feed.

• 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.

• 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

• 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.

• 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 “hot prospect list” using the system’s lead-scoring schema.

Third Party Integration

• Point-and-click integration with Webex and GoToWebinar allows marketers to schedule, send invites, and track responses to online events.

• 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.

• The RESTful APIs which use OAuth for authentication enable third-party developers to build applications that take advantage of Act-On’s marketing automation platform.

Product Details





Vendor Profiles



Pricing and Support

• Three pricing levels based on the number of active contacts in the customer’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

• Customized pricing for marketers with larger active contact databases. • Act-On Inbound is an add-on capability available to those who already have the Act-

On Marketing Automation Platform. Pricing starts at $249/month for 500 Keywords and 1,000 Pages.

• No annual commitment required; month-to-month contracts available to all customers

• Act-On assigns a customer success representative to each account. Telephone and 24/7 email support is included in the base price.

• 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

• 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.

• 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.

Product Details





Vendor Profiles



Publisher’s Note: The integration of Neolane into the Adobe Marketing Cloud is ongoing.

Target Customer

• Neolane’s former target customers were enterprise B2B and B2C marketers in the retail, travel/hospitality, media and entertainment, and financial services industries.

• As part of the Adobe Marketing Cloud, the target customer is now enterprises across all verticals.

Key Customers

Accor Hotels Alcatel-LucentDior IKEASamsung Sephora EuropeSony

Key Executives

Stephane Dehoche, VP, Adobe Campaign Stephan Dietrich, VP, Adobe Campaign, AmericasThomas Boudalier, VP, Engineering, Adobe CampaignSuresh Vittal, VP, Marketing Strategy, Digital Marketing at Adobe

Company Background

• Neolane was founded in 2001 in France; entered the U.S. market in 2007• Adobe Systems acquired privately held Neolane for $600 million in cash in June 2013• Neolane reportedly had $60 million in revenue annually as a provider of cross-

channel campaign management technology• Adobe had previously acquired digital marketing firms Omniture (2009), Day

Software (2010), Demdex (2011), Auditude (2011), and Efficient Frontier (2012)• Additional Adobe Campaign offices in London, Copenhagen, and Paris

Product Overview

• 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.

• Adobe Campaign executes personalized inbound and outbound marketing programs across email, web, social, mobile, direct mail, kiosk, call center, and point-of-sale channel.

• 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.

• 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.

345 Park AvenueSan Jose, CA 95110-2704(T) 877-722-7088www.adobe.com

www.adobe.com

www.adobe.com


Vendor Profiles



Product DetailsReporting and Analytics

• Neolane’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 Adobe’s marketing platforms.

• 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.

• Adobe Campaign now works with Adobe Analytics to create a holistic view of marketing campaigns with intuitive and interactive analytic dashboards and reports.


• 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.

• Neolane offered extensive social, local, and mobile marketing capabilities through its Social Marketing module, and used the term “SoLoMo” to demonstrate the cross-channel nature of these media.

• In December 2012, Neolane announced its integration with Facebook’s Open Graph, which allows users to obtain real-time customer information and integrate it directly into their marketing databases.

CRM Integration

• 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.


• 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.

• Adobe Campaign is based on modern architecture and uses web services for straightforward data and process integration with operational front- and back-end systems.

• 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.


www.adobe.com

www.adobe.com


Vendor Profiles



Product DetailsPricing and Support

• Adobe announced that all existing Neolane support infrastructure and personnel from technical support, account management, R&D, and professional services will still be involved.

• In November 2013 Adobe Campaign announced it would no longer be priced by the number of emails sent but rather based on client’s size, customer profile, and other factors.

• Adobe will also charge a license/subscription fee and a customer profile fee.• 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

• 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.

• 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.

• As a European company, Neolane had a strong footprint in North America, where Adobe will actively pursue expansion of client base.


www.adobe.com

www.adobe.com


Vendor Profiles



Target Customer

• Mid-market B2B companies and divisions within enterprise organizations

Key Customers

CompucomSkype Business Services (Microsoft)SAP Success FactorsSoftsmart (Softmart)Ticona

Key Executives

Jeff Holmes, President and CEOJim Meyer, VP and General Manager Ron Cootes, VP, EngineeringWilly Lam, Senior Director, EngineeringTony Tissot, Senior Director, Marketing

Company Overview

• Founded in 2005• 47 employees• 318 customers• Self-funded• Additional office in Sacramento, CA

Product Overview

• DemandCenter platform features WYSIWYG and drop-down editors designed to appeal to marketing end users.

• 100-plus landing page and form templates.• 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.

• 3-D Lead Scoring utilizes three dimensions.• Users can adjust campaigns on the fly, and schedule message delivery at specific

times rather than a general time frame.

723 The Alameda San Jose, CA 95126 (T) 800-858-8500www.etrigue.com

www.etrigue.com

www.etrigue.com


Vendor Profiles




• DemandCenter tracks leads at the contact and opportunity (won, open, closed) levels.

• The system tracks and maintains unlimited anonymous visitor data, including search term referrals.

• Lead scoring, called 3-D Lead Scoring™ by the company, is based on three dimensions: who, what, and when.

• 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).

• Lead segmentation occurs within a search-based interface and across any demographic or marketing activity.

• DemandCenter includes both pre-configured and customizable real-time reporting dashboards that track lead sources, companies, campaigns, messages, and geographies.


• Social media source data captured, including Facebook, LinkedIn, Twitter, and Google+.

• No social publishing or sharing tools currently available.

CRM Integration

• eTrigue DemandCenter currently provides native integration with Salesforce and Microsoft Dynamics CRM.

• 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 “leads” or converted to “contacts” 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.

• DemandCenter also integrates with Salesforce’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

• 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 – including registration and attendance – automatically synched between the event system and DemandCenter. Event data also can be integrated into existing CRM systems and used in triggered marketing messages.


www.etrigue.com

www.etrigue.com


Vendor Profiles




• 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.

• Customized pricing is available for enterprise customers with databases of more than 250,000 email addresses.

• There are no setup or activation costs. A dedicated IP address is available at $3,000 a year and is an optional feature.

• Phone and email support is included in all pricing, as is training for the customer’s first email campaign in the first five days of the engagement.

• Free web-based training is available for sales and marketing best practices; customers can also attend ongoing “Coffee with eTrigue” webinars for additional training and marketing tips.

Company Outlook

• Ongoing platform improvements focused on speed and flexibility.• Progressive profiling introduced in late 2012 to reduce form abandonment.


www.etrigue.com

www.etrigue.com


Vendor Profiles



Target Customer

• SMBs to enterprise marketers or agencies.

Key Customers

Alpha Software Global Plastic SheetingMimio NEC Corporation of AmericaRezdy Software

Key Executives

Brian Halligan, CEODharmesh Shah, CTOJ.D. Sherman, COO Mike Volpe, CMOJohn Kinzer, CFOJim O’Neill, CIOMark Roberge, Chief Revenue Officer, Signals

Company Background

• Founded in 2006• 600-plus employees• 10,000-plus customers in 56 countries• 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

• HubSpot has raised $100 million in venture capital, including $35 million in November 2012. The funding supported the growth of HubSpot’s Dublin office and several acquisitions that have been key in developing HubSpot’s latest features and product updates.

• European headquarters in Dublin, Ireland; worldwide headquarters in Cambridge, MA

Product Overview

• The latest version of HubSpot software was introduced in August 2013.• 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.

• 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.

25 First Street, 2nd FloorCambridge, MA 02141(T) 888-482-7768www.hubspot.com

http://www.hubspot.com/



Vendor Profiles




• HubSpot’s reporting capabilities track channel performance, conversion assists, time-to-completion, and reverse funnel analysis; and benchmark traffic, conversion and inbound links for up to 10 competitors.

• 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.

• 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 customer’s database.


• HubSpot’s social media capabilities are integrated with Social Inbox, a social media publishing and monitoring tool.

Social Inbox highlights an individual’s lifecycle stage with a color-coded interface that links directly with HubSpot’s email tool for follow-up and internal communication on social media alerts.

• 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 user’s feed.

• Tweets are identified as coming from a customer, prospect or active opportunity.

CRM Integration

• Native integration with Salesforce for Professional and Enterprise customer systems’ lead-scoring schema.


• 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.

• HubSpot is an AppExchange partner on Salesforce and offer native integrations with Salesforce, Wistia, and GoToWebinar.





Vendor Profiles




• 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.

• 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.

• A 30-day free trial is available; an annual contract is required. • The company charges a setup fee of $500 for Basic customers and $2,000 for

Professional and Enterprise customers, which includes introductory training. • Advanced product training is available starting at $7,000. Email and phone support is

included in pricing. • HubSpot Academy is a free marketing how-to site offering customers guides,

webinars, brainstorming worksheets, and inbound certification courses.

Company Outlook

• HubSpot seeks to expand into international markets and extend product offering beyond the marketing space.

Signals, a freemium sales tool, is HubSpot’s first major leap beyond the marketing space to suggest how the company’s innovation can expand beyond marketing software.

• In January 2013, HubSpot opened its European headquarters in Dublin, Ireland to support its growing international customer base.





Vendor Profiles



Target Customer

• Mid-market to enterprise-level B2B and B2C marketers in the technology, healthcare, financial services, manufacturing, and media industries

Key Customers

Chrysler EventbriteHarvard Business School HootsuiteIntel RingCentralSamsung SonyWebtrends

Key Executives

Phil Fernandez, President and CEODavid Morandi, Chief Technology OfficerSanjay Dholakia, Chief Marketing OfficerBill Binch, Senior VP, Sales and General ManagerJason Holmes, Chief Customer OfficerSteve Sloan, Senior VP, of Products and EngineeringFergus Gloster, Managing Director Marketo International, EMEAAden Forrest, Managing Director, ANZGreg Higham, Chief Information OfficerJon Miller, VP, Marketing Content and StrategyAnthony Nemelka, SVP, Strategy & Business Development

Company Background

• Founded in January 2006• 400-plus employees • Went public in May 2013• Acquired real-time personalization provider Insightera for $20 million in December

2013 • Additional offices in Portland, Dublin, and Sydney

Product Overview

• 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.

901 Mariners Island Blvd., Suite 500San Mateo, CA 94404(T) 650-376-2300www.marketo.com

http://www.marketo.com/



Vendor Profiles




• Provides a time-series data mart optimized for marketing analytics. • 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.

• Revenue Cycle Analytics executive dashboards provide real-time metrics and trends to optimize the revenue cycle.

• Program Analyzer identifies which programs deliver the highest marketing ROI.• Ad Hoc Reports & Analysis creates ad hoc reports and dashboards with an intuitive

pivot table UI built for marketers.• Opportunity Influence Analyzer demonstrates the multiple programs and marketing

activities that influence deals to understand each marketing touch point’s influence. • Revenue Modeler defines the detailed stages of the revenue cycle and monitors how

potential customers move through the funnel. • Success Path Analyzer monitors key performance metrics for each stage of the

revenue cycle.


• Social marketing applications include polls, social sharing, sweepstakes, and referrals that share messages across social networks.

• Social analytics include real-time dashboards and analytics for individual social campaigns.

• Integrates with Marketo marketing reports and revenue cycle analytics.

CRM Integration

• Supports a two-way sync between Marketo and most CRMs.Users enter CRM credentials and all custom objects and fields can be synced automatically.

• 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.• Additions or deletions to the CRM framework such as fields or objects are

automatically updated in Marketo through the system’s self-healing schema.


• 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.





Vendor Profiles




• Marketing automation for B2B SMBs starts at $1,195/month for 10,000 contacts. • Enterprise B2B pricing is customized.• All Marketo contracts are for a one-year commitment. Quarterly payments are

available for SMB customers at an additional 10% per month.

Company Outlook

• A majority of Marketo customers and revenue are B2B, but the company intends to continue to target a range of B2C industries.

• Marketo intends to expand vertical marketing efforts in order to increase market penetration in certain industries.

• The company will continue to pursue selective, strategic acquisitions, such as the December 2013 purchase of Insightera to extend leadership in multichannel relationship marketing.





Vendor Profiles



Target Customer

• 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

ADP American ExpressFidelity LinkedInMcAfee SONY

Key Executives

*At publication Oracle issued the following announcement regarding Eloqua management: “Eloqua employees will join Oracle as a part of a global team led by Eloqua’s President Alex Shootman. The vast majority of Eloqua employees have now officially joined Oracle, ensuring continuity of Eloqua’s product vision and customer relationships.”

Company Background

• Founded in 1999• 350-plus employees• 1,200-plus customers• Raised $35.8 million in two rounds of venture funding (2006 & 2007)• August 2012 IPO valued company at $368 million, or 4.4x sales of $85 million in the

12 months ending June 2012• Oracle acquired Eloqua in December 2013 for $810 million

Product Overview

• An intuitive visual editor allows users to create landing pages and web forms. • Users can also develop personalized microsites through Eloqua Hypersites,™ which

greets prospects by name. • Eloqua’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.

• Eloqua for Sales is an add-on suite of sales tools that includes web visit alerts, pre-built and customized email messages for multiple devices, and advanced buyer profiling.

1921 Gallows Road, Suite 200Vienna, VA 22182-3900(T) 866-327-8764www.eloqua.com

www.eloqua.com

www.eloqua.com


Vendor Profiles




• Eloqua Insight is the platform’s included analytics and reporting tool.• 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.

• Closed-loop reporting, which is part of Eloqua Insight, helps marketers understand which campaigns are driving actual pipeline and revenue growth.

• Eloqua Insight also includes industry specific benchmarking dashboards.


• “Chatter inside Eloqua” embeds Salesforce Chatter directly within the Eloqua marketing automation platform.

• 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.

• Additional integration expected with tools such as Yammer and Oracle Social Network.

CRM Integration

• An open platform designed to support Salesforce.com, Microsoft, and SAP in addition to integrations with Oracle CRM and social applications.


• 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.

• Oracle is committed to enabling customers to use Eloqua’s marketing cloud in a multi-vendor environment, including non-Oracle salesforce automation systems.


www.eloqua.com

www.eloqua.com


Vendor Profiles




• Eloqua offers the following three “product trims” 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 multi-city event management, segmentation, advanced data cleansing, real-time multi-model 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.

• Eloqua offers add-on professional services for companies that need additional help onboarding or customizing the software for their business needs.

• Options include SmartStart Standard for SMBs and the Eloqua Expert program that offers access to a dedicated company consultant.

Company Outlook

• As a part of Oracle, Eloqua customers can expect more seamless integration with other Oracle solutions such as Oracle’s Big Data and Business Intelligence capabilities.

• Specifically, Eloqua will become more tightly integrated with Oracle’s Customer Experience Cloud in the areas of social, sales, and service.


www.eloqua.com

www.eloqua.com


Vendor Profiles



Target Customer

• Small and mid-market B2B businesses, with future plans to service global B2B enterprise-level businesses

Key Customers

FujitsuPrecorStanley Black & Decker

Key Executives

Adam Blitzer, VP and GM, PardotDerek Grant, Director, SalesZach Bailey, Senior Director, Engineering

Company Background

• Pardot launched in 2007; it was acquired by ExactTarget in 2012 for $95 million• Salesforce purchased Pardot in July 2013 as part of its $2.5 billion acquisition of

ExactTarget acquisition • 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

• Pardot is a SaaS application that is now part of the Salesforce.com Sales Cloud.• The platform features WYSIWYG editors, templates, and wizards for campaign

creation.• 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.

• Offers closed-loop ROI reporting, lead nurturing, and prospect tracking.• 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.

950 E. Paces Ferry Road, Suite 3300Atlanta, GA 30326 (T) 404-492-6845www.pardot.com

http://www.pardot.com/



Vendor Profiles




• Email reporting provides a visual heat map of a reader’s interactions with the message, providing insight into email engagement.

• Uses both lead scoring and lead grading to determine lead quality. • Lead scoring is numerical and based on prospect actions in response to marketing

efforts, including emails opened, white papers downloaded, and web pages viewed. • Lead grading (A - F) is based on how closely factors such as industry, job title, and

company size match an ideal customer profile. • Forms use progressive profiling to build a prospect profile over time while optimizing

for conversions.• Built in closed-loop reporting functionality tracks prospects from click to close.


• Social connectors for Twitter, LinkedIn, and Facebook are available to Enterprise and Ultimate customers.

• Prospect look-up for LinkedIn, Twitter, Facebook, and Klout.

CRM Integration

• Native integration with Salesforce.com, SugarCRM, NetSuite, and Microsoft Dynamics CRM.

• 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 prospect’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.

• On the Salesforce platform, users can drop prospects into nurturing campaigns from within the CRM; campaign syncing allows for advanced ROI tracking.

• The platform’s LeadDeck tool, free to all Pardot clients, is a desktop application that provides users with real-time alerts of visitor activity.


• 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. • PPC and SEO campaign data can be integrated from Google AdWords and Google

Analytics.• Pardot also integrates with Wistia for video tracking, Wordpress blog apps, Microsoft

Outlook, and GoodData for business intelligence.• Connectors for sales automation tools such as data.com, Twilio for telephony, and

Olark for live chat, are also available.





Vendor Profiles



Product Details Pricing and Support

• 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.

• Implementation carries a one-time fee that varies based on client requirements.• Additional fees of $100/month for each additional 10,000 contacts.• An annual contract is required.• All three packages include a client advocate, support desk, live webinars, email, and

online forums. Select packages include chat and phone support.

Company Outlook

• Pardot plans to expand beyond the mid-market to serve enterprise-level companies. To do that, the company will capitalize on new parent Salesforce’s infrastructure to scale the platform’s overall capabilities and eliminate synching between the two systems to create a unified CRM and marketing automation database.

• Currently, Pardot is focusing on security, permissions, and customization that will allow large enterprises to control access across multiple business units and geographies.

• 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.





Vendor Profiles



Target Customer

• 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 CentricsIT Cleveland Cavaliers Coverall Earthlink Green GiantLexJet Managed Maintenance PayX International

Key Executives

Christian Nahas, CEOChad Ruff, Founder and CTOKevin Miller, CMO Eran Gil, EVP of SalesRobert Pease (former LoopFuse), VP, Product MarketingBradley Young (former LoopFuse), Science Officer

Company Background

• Salesfusion 360 launched in 2007 after acquiring online forms system AcxiomFire• Salesfusion acquired LoopFuse in late January 2014• Two weeks prior to the acquisition, Salesfusion raised $8.25 million in a Series B

financing round• 65-plus employees • 750 clients• Additional offices in Malvern, PA; London, UK; and Seattle, WA

Product Overview

• Salesfusion is embedding LoopFuse’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.

• Salesfusion’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.

• All data is stored in Salesfusion’s private cloud network.

One Concourse Parkway, Suite 190Atlanta, GA 30328(T) 855-238-6522 www.Salesfusion.com

Publisher’s Note: As this report was being prepared in January 2014, Salefusion announced its acquisition of LoopFuse. We have incorporated LoopFuse and its product features into this profile.

http://www.salesfusion.com/



Vendor Profiles




•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.

•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.


• Salesfusion’s SocialFusion module focuses on publishing, sharing, and tracking social media content.

• 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.

• The company plans to extend client’s customer acquisition capabilities by offering identification of demand signals through its developing Social Nurture component.

• Users also can monitor real-time mentions of their company’s brand, products, and services on popular social networks such as Facebook and Twitter.

• Web-based content can be shortened and published to social media using Salesfusion’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.

• SocialFusion’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 platform’s Itty Bitty tool, which cookies users.

• Provides out-of-the box integration with LinkedIn.• Through its WordPress and Drupal plugins, users can monitor blog interactions and

include the data in lead scoring.

CRM Integration

• Salesfusion focuses heavily on native integration with Salesforce.com, SugarCRM, SalesLogix, Sage CRM, and Microsoft Dynamics CRM.

• 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.

• Only about one-sixth of Salesfusion customers used Salesforce.com. The LoopFuse acquisition is expected to greatly increase that percentage.





Vendor Profiles



Product DetailsThird Party Integration

• Salesfusion’s web services platform currently integrates with Google’s AdWords, as well as data infrastructure provider Citrix.

• EventFusion provides native integration with WebEx and GoToMeeting. Users can plan, track, and conduct ROI analysis on in-person and online events through pre-built event workflows.

Pricing and Support

• Salesfusion’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).

• All pricing plans include unlimited users and bulk emailings. • The average customer spends between $1,500 and $2,500 per month, according to

Salesfusion executives. • Annual commitments are required. • All LoopFuse customers will be supported until the product is discontinued.

Company Outlook

• The new combined company is currently building a new headquarters in the Buckhead section of Atlanta.

LoopFuse’s founders plan to stay with Salesfusion after the acquisition.• 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 mid-2014.

• Salesfusion plans to support customers who bought the LoopFuse platform until all customer migrations are complete.

• 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.

• 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 “bridge” for small businesses ready to advance beyond low-cost email programs.

• 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.





Vendor Profiles



Target Customer

• Mid-market B2B companies

Key Customers

AdvanteciHousePerfect CommerceSolarus

Key Executives

Paul Rafferty, CEO Mike Vannoy, COORic Riddle, Vice President of SalesTaylor Autry, Vice President of EngineeringKim Cool, Director of Client Success

Company Background

• Founded in 2001 • 30 employees• 165 customers• In June 2012, Manticore Technology and Sales Engine International merged.

Manticore’s marketing automation platform is now marketed under the Sales Engine International brand

Product Overview

• B2B integrated marketing agency Sales Engine International (SEI) and Manticore Technology merged in June 2012 and now operate as Sales Engine International, combining SEI’s B2B professional marketing services with Manticore’s marketing automation platform.

• SEI features a drag-and-drop interface to create personalized emails and landing pages from the system’s template and form libraries.

• Anonymous site visitors can be identified with SEI’s reverse IP lookup. SEI offers progressive profiling and automates list updates when a contact reaches a lead scoring threshold.

• 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

• SEI’s reporting and analytics track website activity for known and anonymous visitors. • 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. • Visitors are assigned to a funnel stage based on their website visit paths. • The dashboard provides click path analysis, PPC campaign tracking, marketing ROI

analysis, revenue projections, and cross-campaign analysis. • Custom tables are not available.

9111 Jollyville Road, Suite 260 Austin, Texas 78759 (T) 512-241-3780 www.salesengineintl.com

www.salesengineintl.com



Vendor Profiles



Product DetailsSocial Media Strategy

• 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.

CRM Integration

• Key integration points with Microsoft Dynamics CRM include bi-directional synchronization, detailed lead activity tracking, campaign integration, and advanced lead scoring and filtering.

• Key integration points with Salesforce include executive marketing dashboards, campaign integration, lead scoring and promotion code tracking.

• 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.


• 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

• Industry sources estimate SEI pricing begins at $12,000 per year based on the number of database records, and requires an annual contract.

• 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

• SEI announced in 2013 that it would “release a unique, full-service demand generation offering that is expected to continue to fuel growth through 2014 and beyond.”

• At publication of this report, the product has not been released. The company last officially released any news of this offering in October 2013.

9111 Jollyville Road, Suite 260 Austin, Texas 78759 (T) 512-241-3780 www.salesengineintl.com




Vendor Profiles



Target Customer

• B2B and B2C SMBs to Fortune 100 enterprises in a wide range of industries

Key Customers

Carfax CaringBridgeHouston Chronicle King Arthur FlourMazda MudPiePaperStyle USA Financial

Key Executives

Bill Nussey, President and CEOJim McCormick, EVP and CFOWill Schnabel, Managing Director and SVP, International Business DevelopmentJeff Browning, SVP of Product DevelopmentTodd McCormick, SVP of SalesLoren McDonald, VP, Industry Relations

Company Background

• Originally an email marketing company and founded in 1999, the privately held company is headquartered in Atlanta, GA.

• The company acquired Vtrenz in 2007, to become a SaaS provider of both email marketing and marketing automation solutions.

• In 2011, Silverpop acquired PlacePunch, a location-based marketing platform that incorporates rewards programs, check-in contests, location-based offers, and check-in messaging that drives email opt-ins, reporting, and analytics.

• Silverpop acquired CoreMotives in 2012, a marketing automation solution that operates completely within Microsoft Dynamics CRM.

Product Overview

• 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, Silverpop’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.

200 Galleria Parkway, Suite 1000Atlanta, GA 30339 (T) 866-745-8767www.silverpop.com

www.silverpop.com

www.silverpop.com


Vendor Profiles




• Silverpop’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.


• Silverpop Engage’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.

• The social sign-in currently supports the use of social identities from Facebook, Twitter, LinkedIn, and Salesforce. Users can determine lead sources through the tools’ social tracking features. For example, blog posts shared on Facebook will be attributed to Facebook instead of the blog post itself.

• The tool works across major location-based social networks including Facebook, Foursquare, and Twitter. Silverpop’s Pop-In app supports remote data collection via an iPad for field-based interactions.

CRM Integration

• Native integration with Salesforce, Microsoft Dynamics CRM, and NetSuite.• API set available for customized CRM app development.• Third Party Integration• Silverpop partners with leading technology providers in many areas from couponing

and CRM to mobile, social, and web analytics.

Pricing and Support

• 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. • Silverpop requires an annual commitment and encourages long-term contracts of up

to three years.• Silverpop provides 24/7 email and phone support for all customers, including an

online support portal. • New clients needing additional onboarding services can purchase a Silverpop

SureProgram. • Offers premium-priced customizable web-based and on-site training.

Company Outlook

• Silverpop has expanded its focus by leveraging tools and techniques that capture customer behavior and leverage automation to drive customer communication.

• 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.

200 Galleria Parkway, Suite 1000Atlanta, GA 30339 (T) 866-745-8767www.silverpop.com

www.silverpop.com

www.silverpop.com


Vendor Profiles



Product Details

900 East 96th Street, Suite 400Indianapolis, IN 46240(T) 317-814-6465www.teradata.com

Target Customer

• Enterprise-level and mid-market B2C and B2B marketers

Key Customers

Bank of America Johnson Financial Group Lending Tree Merrill Lynch Standard Life 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 ServicesLisa Arthur, CMO Alex Meyer, COO

Company Background

• Founded in 1998 as Aprimo• 1,500 employees in 15 offices worldwide• More than 1,500 customers• Aprimo was acquired by Teradata in December 2010 for $525 million; company

renamed Teradata• Teradata also acquired eCircle , a digital marketing platform, in June 2012

Product Overview

• Positioned as an enterprise Integrated Marketing Management (IMM) solution that comprises four key “pillars:” 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 pre-existing 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.

www.teradata.com

www.teradata.com


Vendor Profiles




• 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 Adapter available in latest versions.• Digital Messaging Center publishes social updates directly to Facebook and Twitter.• 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.

• 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

• 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.

• 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.


• Teradata cultivates partnerships to deliver end-to-end analytic solutions and integrated marketing applications.

• The company uses both proprietary and standardized adapters to integrate client solutions with a range of other enterprise software solutions.

Pricing and Support

• 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.

• Each pillar can be purchased separately or integrated out of the box. • Teradata solutions are available as cloud-based, SaaS platforms or as on-site

installations.


www.teradata.com

www.teradata.com


Vendor Profiles



Product Details• 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.

• Teradata University is an online portal available for product training and best practices.

Company Outlook

• Teradata’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 marketers’ efforts and offer more global functionality (for example, simplified Chinese and Brazilian Portuguese to enhance its appeal).

• The company continues to work on providing more seamless integration across these four pillars, and with Teradata’s Big Data systems.

• 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.


www.teradata.com




ResourcesBlogs

“Chief Marketing Technologist,” by Scott Brinker. http://Chiefmartec.com“Customer Experience Matrix,” by David M. Raab. http://customerexperiencematrix.blogspot.com

Websites

www.marketingautomationtimes.comwww.marketingland.comwww.digitalmarketingdepot.comwww.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.

http://Chiefmartec.com

http://customerexperiencematrix.blogspot.com

www.marketingautomationtimes.com

www.marketingland.com

http://digitalmarketingdepot.com

www.forrester.com

www.marketo.com/reports/btob-research-insights-marketing-automation-best-practices-in-a-rapidly-changing-world/

www.marketo.com/reports/btob-research-insights-marketing-automation-best-practices-in-a-rapidly-changing-world/



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