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B2B Marketing Automation Platforms:A Marketer’s Guide

M A R T E C H I N T E L L I G E N C E R E P O R T :

A Marketing Land Research Report

© 2016 Third Door Media, Inc. • http://digitalmarketingdepot.com 1 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: A Marketer’s Guide

Table of ContentsScope and methodology ........................................................................................................ 2B2B marketing automation market overview ....................................................................... 3

Table 1: B2B Marketing automation systems revenue (in US$ millions)............................ 3 Table 2: How is the budget for marketing technology changing at your company? ........ 3 Table 3: How would you describe the availability and utilization of marketing technology at your company? ........................................................................................................................... 4

Consolidating vendor market attracts flood of venture capital ........................................... 4Table 4: Selected B2B marketing automation financial transactions, 2014-2015 .............5

B2B marketing automation market trends ............................................................................ 6Trend #1: Marketing automation vendors enhance data-driven ad capabilities via DMP acquisitions ........................................................................................ 6Trend #2: Predictive analytics become the springboard to more personalized B2B marketing approaches ......................................................................................................... 6Trend #3: Expansive marketing automation ecosystem leads to integration, strategy challenges .............................................................................................................. 7

Table 5: What would enable you to make better use of data technology in support of marketing and advertising?............................................................................................... 8

B2B marketing automation platform capabilities ................................................................. 8Table 6: Selected B2B marketing automation platform capabilities ............................... 12

Choosing a B2B marketing automation platform ............................................................... 13The benefits of using B2B marketing automation............................................................... 13Recommended steps to making an informed purchase ..................................................... 13Step One: Do you need a marketing automation platform? ............................................. 14Step Two: Identify and contact appropriate vendors ........................................................15Step Three: Scheduling the demo ..................................................................................... 16Step Four: Check references, negotiate a contract ........................................................... 16

Conclusion ............................................................................................................................. 17Vendor profiles ..................................................................................................................... 18

Act-On Software ................................................................................................................ 18Adobe Campaign .............................................................................................................. 21Autopilot............................................................................................................................ 23eTrigue ...............................................................................................................................25HubSpot ............................................................................................................................ 27IBM Marketing Cloud (formerly Silverpop) ........................................................................ 30Infusionsoft ........................................................................................................................ 32Kahuna ...............................................................................................................................35Marketo ............................................................................................................................. 37Oracle Eloqua .................................................................................................................... 39Salesforce Pardot ............................................................................................................... 42Salesfusion .........................................................................................................................45Teradata Integrated Marketing Cloud ............................................................................... 47

Resources .............................................................................................................................. 49




Scope and methodologyThis report examines the current market for B2B marketing automation platforms and the considerations involved in implementing marketing automation software. It addresses these questions:

• What trends are driving the adoption of B2B marketing automation platforms?• Who are the leading players in B2B marketing automation?• What capabilities do B2B marketing automation platforms provide?• Does my company need a marketing automation platform?• How do I go about evaluating which platform is best for my business?

If you are considering licensing a B2B marketing automation platform, this report will help you decide whether or not you need to. The report has been completely updated from its February 2015 publication to include the latest industry statistics, developing market trends, and new vendor profiles and product updates.

For the purposes of this report, B2B marketing automation is defined as follows: The use of software and web-based services to execute, manage, and automate marketing tasks and processes to more effectively market on multiple channels (i.e., email, mobile, social media, and websites). Marketing automation focuses on the definition, scheduling, segmentation, and tracking of marketing campaigns, allowing the marketing and sales organizations to nur-ture leads with highly personalized content aimed at attracting and retaining customers.

The vendors profiled in this report represent some of the choices available for B2B market-ing automation platforms; they are not a comprehensive list of B2B marketing automation vendors. This report is not a recommendation of any marketing automation platform or com-pany, and is not meant to be an endorsement of any particular product, service, or vendor.

This report was prepared by conducting in-depth interviews in December 2015 with leading vendors and industry experts. These, in addition to third-party research, form the basis for this report.

January 2016

Editorial Advisors: Scott Brinker, Chief Technology Officer, ion interactive; Conference Chair, MarTech; and author, Chief Marketing TechnologistBarry Levine, Martech Correspondent, Marketing Land

Writers: Brian Kelly, Principal, Candlewood CreativeKaren Burka, Senior Research Consultant

Editor: Claire Schoen, VP, Marketing Services, Third Door Media

http://www.ioninteractive.com

http://www.martechconf.com

http://chiefmartec.com

http://www.marketingland.com

B2B Marketing Automation by Salesforce

Sales and Marketing — together at last.

www.pardot.com

http://www.pardot.com




B2B marketing automation market overview B2B marketing automation continues to grow at a rapid pace, as marketers try to take advantage of the unprecedented volume of customer data coming from an expanding array of marketing channels. Raab Associates estimates that 2015 marketing automation systems revenue totaled $1.8 billion, the third consecutive year of 50% year-over-year increases (see Table 1).

Table 1: B2B marketing automation systems revenue (in US$ millions)

$225$325

$500

$750

$1,200

$1,800

$0

$200

$400

$600

$800

$1,000

$1,200

$1,400

$1,600

$1,800

$2,000

2010 2011 2012 2013 2014 2015 (P)

US$

Mill

ions

Source: Raab Associates

Nearly two thirds of B2B marketers plan to increase their marketing technology budgets in 2016, with one in five marketers planning a “significant increase,” according to the B2B Marketing Technology Strategy Report published by Informatica in partnership with Dun & Bradstreet and Ascend2 (see Table 2).

Table 2: How is the budget for marketing technology changing at your company?

19%

46%

29%

5%

1%

Increasing significantly

Increasing marginally

Not changing

Decreasing marginally

Decreasing significantly

Source: B2B Marketing Technology Strategy Report, published by Informatica in partnership with Dun & Bradstreet and Ascend2

B2B marketing automation continues to grow at a rapid pace, as marketers try to take advantage of the unprecedented volume of customer data coming from an expanding array of marketing channels.




Despite these positive forecasts, industry experts agree that B2B marketing automation platform penetration remains low relative to the size of the potential market. Educating the marketing end user is one of the biggest challenges facing B2B marketing automation vendors as they try to improve market penetration. Many B2B marketers with traditional marketing backgrounds still struggle to move beyond core tactics (e.g., search, website, and email marketing tasks) to more advanced marketing practices such as audience segmentation or personalization.

Nearly two thirds of B2B marketers admit that they don’t fully utilize the marketing technology they already have, according to Informatica’s B2B Marketing Technology Strategy Report (see Table 3). Platform ease-of-use and affordability are other factors that lead two out of three B2B marketers to say that they don’t have all the tools they need.

Marketing automation platform vendors are responding to this market opportunity in several ways. Some vendors have expanded their in-house options, including automated set-up; pre-built programs and templates; and self-serve training, user forums, and knowledge bases. Other vendors have partnered with marketing agencies to provide more robust platform management, creative development, and campaign execution services.

Table 3: How would you describe the availability and utilizationof marketing technology at your company?

7%

29%

28%

36%

Have all the tools neededand fully utilize them

Don’t have all the toolsneeded but fully utilizewhat we have

Have all the tools neededbut don’t fully utilizethem

Don’t have all the toolsneeded and don't fullyutilize what we have

Source: B2B Marketing Technology Strategy Report, published by Informatica in partnership with Dun & Bradstreet and Ascend2

Consolidating vendor market attracts flood of venture capital

The crowded B2B marketing automation vendor market is consolidating, although a flood of venture capital continues to flow to vendors, particularly companies targeting small and mid-sized businesses (SMBs).

In November 2015, Teradata announced plans to sell its marketing applications business, which includes Aprimo, eCircle, and the October 2015 acquisition FLXOne, a data management platform (DMP). With Oracle, IBM, Salesforce, and Adobe already entrenched in the market through prior acquisitions, Teradata’s marketing apps business could be purchased by a private equity firm. For example, Palo Alto-based HGGC acquired Selligent, a leading European marketing automation platform provider, in July 2015. Three months later, Selligent purchased StrongView. The combined company will operate under the Selligent brand and is focused on the B2C market.

Nearly two thirds of B2B marketers admit that they don’t fully utilize the marketing technology they already have...




Mid-market vendors Marketo and HubSpot each made purchases in 2015: Marketo bought A/B testing tool Vessel in May 2015; HubSpot acquired Rekindle, a professional connection mobile app in March 2015 (see Table 4).

Salesfusion raised $13.5 million in a two-part Series B round that concluded in November 2015, led by Noro-Moseley Partners. The company hired a new CEO in March 2015 and planned to use the capital to expand its sales and marketing efforts as well as introduce an updated platform, Salesfusion 360x. Autopilot, another SMB-focused platform, attracted $7 million in a July 2015 Series B round led by Salesforce Ventures and Stage One Capital. Kahuna, a mobile-focused marketing automation platform, raised $45 million in an August 2015 Series B round led by Tenaya Capital. Act-On and Infusionsoft each received significant funding in 2014, with Act-On subsequently hiring an ex-Salesforce executive as its CEO in October 2015.

Source: Third Door Media

Table 4: Selected B2B marketing automation financial transactions, 2014-2015

November 2015

May 2015

August 2015

October 2014

May 2014

February 2014

October 2015

March 2015

July 2014

April 2014

July 2015

Date

Salesfusion

Marketo

KahunaOracle

Infusionsoft

Autopilot

Oracle

StrongView

HubSpot

Salesforce

Act-On SoftwareIBM

Autopilot

Vendor

Venture funding

Acquisition

Venture funding Acquisition

Venture funding

Venture funding

Acquisition

Conclusion of two-part $13.5M Series B round led by Noro-Mose-ley Partners

Acquired mobile A/B testing tool Vessel for an undisclosed price

$45M Series B round led by Tenaya CapitalAcquired online testing and personalization tool Maxymiser for an undisclosed price

$55M Series D round led by Bain Capital

$10M Series B round led by Rembrandt Venture Partners

Acquired third-party data management tool BlueKai for an undisclosed price

Acquisition

Acquisition

Acquisition

Acquisition

Venture funding

StrongView acquired by Brussels-based Selligent (owned by pri-vate equity firm HGGC) and merged into Selligent brand

Acquired Rekindle, a professional connection app for an undis-closed price

Acquired RelateIQ, a data mining and sales automation tool, for $390M

$42M round led by Technology Crossover Ventures Acquired Silverpop for an undisclosed price

$7M Series B round led by Salesforce Ventures and Stage One Capital

Transaction Notes

http://www.marketo.com/




B2B marketing automation market trendsA number of significant trends are shaping the B2B marketing automation landscape, including:

1. Marketing automation vendors enhance data-driven ad capabilities via data management platform (DMP) acquisitions.

2. Predictive analytics become the springboard to more personalized B2B marketing approaches.

3. Expansive marketing automation ecosystem leads to integration, strategy challenges.

The following sections discuss each of these trends in more depth.

Trend #1: Marketing automation vendors enhance data-driven ad capabilities via DMP acquisitions

The relationship between marketing automation and display advertising is growing, as website visitor retargeting becomes a more viable and effective marketing channel. Visitors who are retargeted with display ads are 70% more likely to convert on the website, according to Digital Information World and Wishpond.

But data silos continue to exist, and there can be disconnects between display/retargeted ad customer data and marketing automation platforms.

To facilitate data integration between display ad networks (such as AdRoll and Criteo) and marketing automation platforms, marketing automation vendors have been actively acquiring and partnering with data management platforms (DMP). By housing large customer databases, DMPs provide a common foundation for marketing automation and display advertising campaigns. DMPs can include first-party data already owned by marketers, as well as second- and third-party data that can add behavioral, demographic, and geographical data about anonymous visitors, as well.

Oracle Eloqua led the way by acquiring BlueKai in February 2014. Adobe launched its DMP, Adobe Audience Manager, in March 2015 as the eighth solution in its Marketing Cloud. The company subsequently released Audience Marketplace in November 2015, enabling Audience Manager customers and their partners to buy and sell second- and third-party data. Teradata acquired Netherlands-based DMP FLXone in October 2015, which included a partner ecosystem of more than 40 publishers, agencies, advertisers, and media trading desks, including AppNexus and MediaMath.

SMB vendors such as Act-On, Marketo, Salesfusion, and eTrigue are relying on plug-and-play data integration through app marketplaces, as well as an increased number of APIs to enable access to display advertising retargeting.

Trend #2: Predictive analytics become the springboard to more personalized B2B marketing approaches

More B2B marketers are utilizing the predictive analytics available through marketing automation platforms and their ecosystem partners. The result is a more intense focus on creating personalized user experiences and marketing campaigns at both the account and individual levels.

The relationship between marketing automation and display advertising is growing, as website visitor retargeting becomes a more viable and effective marketing channel.




Predictive analytics, which are widely used in B2C marketing, provide a more complete look at the customer by tracking current behavior and utilizing demographics to predict future outcomes. For B2B marketers, predictive analytics expand the accuracy of lead-scoring data points by sourcing and analyzing websites, social networks, and internal systems (such as the CRM and marketing database itself) to calculate lead scores.

Individuals or accounts can now be scored based on factors such as recent purchases, downloads, or event attendance, as well as business growth or similarity to customers that made a purchase. By knowing more about each customer, marketers can get closer to the goal of delivering targeted, personalized, and relevant messages to the right audience segments or individual users.

B2B marketing automation vendors launched new analytics tools in 2015 to enable personalized marketing approaches. Salesforce Pardot was readying the release of its Engagement Studio product in December 2015, to enable users to create more personalized buying experiences for prospects and customers. In June 2015, Act-On introduced Act-On Data Studio, an advanced data access and analytics tool that allows users to visualize, select, configure, and move data from Act-On to any Business Intelligence (BI) platform.

Many of the vendors profiled in this report rely on plug-and-play integration with predictive analytics tools such as Mintigo and Lattice Engines to offer greater analytics and personalization capabilities. Mintigo upgraded its features in 2015 by adding account-based lead scoring as well as an automated campaign engine called Predictive Campaigns that executes the most effective marketing treatment for individual customers based on each unique situation.

Trend #3: Expansive marketing automation ecosystem leads to integration, strategy challenges

B2B marketing automation vendors continue to open their platform architectures to offer customers access to an expansive array of independent software vendors (ISVs) and marketing apps. The rapid expansion of the marketing automation ecosystem, however, has created significant challenges for B2B marketers trying to successfully integrate disparate systems and data into a cohesive marketing strategy. More than 60% of marketing executives say that better integration among their marketing technologies would improve their marketing and advertising success, according to Marketing Data Technology: Cutting Through the Complexity, published by Winterberry Group (see Table 5).

Econsultancy’s September 2015 Quarterly Digital Intelligence Briefing similarly found that 56% of global marketers say that nonintegrated technology platforms are the leading obstacle to their ability to consistently integrate marketing activities.

More B2B marketers are utilizing the predictive analytics available through marketing automation platforms and their ecosystem partners.




Table 5: What would enable you to make better use of data technologyin support of marketing and advertising?

39%

39%

44%

48%

48%

57%

61%

61%

61%

More training on the apps/use cases supported

More clarity around privacy and data governance

More accurate/better performing data

More support from the C-suite

Larger budgets for supporting technologies

Better alignment of our internal processes

More experienced practitioners to lead efforts

Improved processes for sharing data between tools

Better integration of our existing tools

Source: Marketing Data Technology: Cutting Through the Complexity, published by Winterberry Group

Marketing automation platform vendors are trying to simplify the integration process by providing more “out-of-the-box” or “plug-and-play” access to their partner ecosystems. Oracle Eloqua added bulk APIs to facilitate ecosystem connections in 2015, while the IBM Marketing Cloud (formerly Silverpop) introduced its Universal Behavior Exchange to provide one-click access to apps in its partner ecosystem.

About half of marketers surveyed by Winterberry Group also cite organizational and strategic issues as challenges to their marketing technology success. As many traditional marketing organizations embrace digital channels, cultural and strategic shifts are necessary to effectively change marketing processes and workflows, as well as campaign goals and outcomes.

Internally, some marketing organizations have added Marketing Technologists as a position that better blends the creative art of marketing with the science of technology. For organizations lacking the internal talent or resources, B2B marketing automation vendors have expanded their professional and managed services.

B2B marketing automation platform capabilities B2B marketing automation is rooted in email marketing. As such, automating email campaign development and execution, including landing page creation and lead capture, scoring, and nurturing, are nearly ubiquitous capabilities across the platforms profiled in this report. Virtually all of the platforms also provide centralized marketing databases and a basic level of reporting on web traffic, visitor behavior, and campaign results. Combined, the core features offered by the majority of B2B marketing automation platforms profiled in this report include:

• Email marketing and landing page development;• Website visitor tracking;• Lead management (i.e., capture, scoring, and nurturing);• Centralized marketing database; • Native CRM integration; and • Data analysis and reporting.

As many traditional marketing organizations embrace digital channels, cultural and strategic shifts are necessary to effectively change marketing processes and workflows, as well as campaign goals and outcomes.




The market is quickly evolving, however, as B2B marketers demand more integrated marketing functionality. Vendors continue to add more advanced features, with the goal to provide users with the ability to build, track, and manage campaigns across digital and traditional channels and/or devices, and monitor the flow of leads as they move from marketing to sales. These features include – but are not limited to – the following:

• Dynamic content generation (email, landing pages, and/or website);• A “mobile-first” approach to multichannel campaign development and execution, with

push notifications and in-app ads;• Predictive analytics for personalized marketing;• ISV integration through an app marketplace or APIs;• Project management and workflow tools; and• Social listening, publishing, and profile integration.

The following section discusses several of these core and advanced marketing automation capabilities in more depth (see Table 6).

Email marketing and landing page development

The vast majority of B2B marketing campaigns are email-driven, whether to a prospect’s mobile device 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 content), message triggers and scheduling capabilities, and the availability of A/B testing. Websites and landing pages can be automatically personalized based on customer browsing and buying history. Landing page and web form templates can be customized with brand logos, images, and marketing content. 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. Message deliverability is also an important factor to consider. Some B2B marketing automation 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.

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 (but not limited to): website visitors, social media, paid digital campaigns, 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 the platform offers landing page optimization.

•Lead scoring. Lead scoring assigns a value to each lead based on a predetermined set of rules or criteria. Traditional lead scoring models are based on two sets of data values: behavior (i.e., site purchases, browsing, social posts) and demographics – with scores based on an average of 10 data points. Many B2B marketing automation platforms now offer predictive scoring, which can incorporate 200 or more data points by sourcing websites,

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




Creating an engaging experience for mobile prospects has become a must-have capability for every marketer.

social networks, and internal systems such as the CRM and marketing database itself to calculate scores.

•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 brand and its prospects, and drive interaction with sales when and if the prospect is ready.

Display ad/retargeting integration

B2B marketers are using a wider variety of digital marketing channels (i.e., paid search, organic search, display advertising, social media) to reach prospects and customers with relevant messages on their preferred devices. To facilitate better data integration between display ad networks such as AdRoll and Criteo and their platforms, marketing automation vendors have been actively acquiring and partnering with data management platforms (DMP). By housing large customer and prospect databases, DMPs provide a common foundation for marketing automation and display advertising campaigns. DMPs can include first-party data already owned by marketers, as well as second- and third-party data that can add behavioral, demographic, and geographical data about anonymous visitors, as well.

Mobile marketing (Optimization, in-app marketing, and mobile platform access)

Creating an engaging experience for mobile prospects has become a must-have capability for every marketer. As a result, B2B marketing automation platforms are beginning to include responsive templates for email, landing pages, and web forms. Several vendors integrate with email testing tools such as Litmus, which allows users to preview email marketing messages across more than 40 email clients and devices.

More advanced mobile marketing features include in-app marketing and platform management from mobile devices. In-app marketing features can include “push” notifications or ads based on geography (i.e., geofencing or beaconing) or during events. B2B marketing automation vendors have also expanded platform access to mobile users, moving beyond automated alerts and remote data collection to full platform management. This new feature allows users (sales reps or marketers) to execute campaigns from their mobile devices. (In April 2015, for example, Salesforce Pardot launched Salesforce Engage, an add-on allowing Pardot users to access prospect data across platforms and create nurturing campaigns through the Salesforce1 mobile app.)

Content marketing workflow tools

Content marketing has become a critical task, as B2B marketers struggle to break through the digital clutter crowding customer and prospect inboxes, websites, and social networks. B2B marketing automation vendors have expanded their content marketing capabilities, incorporating out-of-the-box responsive design to provide mobile users with a better screen experience and offering more dynamic content generation based on customer behavior. Websites and landing pages can be automatically personalized based on customer browsing and buying history, and web form templates can be customized with brand logos, images, and marketing content.




Managing the content creation and execution process has become more complicated, as a result, and involves more stakeholders across the organization. Several B2B marketing automation vendors have added workflow tools to manage the process, including such tasks as content creation, curation, scheduling, calendaring, and publishing.

Social media marketing

Most of the B2B marketing automation vendors profiled in this report provide some level of social media publishing, sharing, and tracking within the platform for major networks such as Facebook, Twitter, Google+, and LinkedIn. Some platforms provide more advanced social media tools to monitor social posts, and add social behavior to lead profiles; others enable the use of social media sign-ons on websites to capture social profile data and build lead profiles. And some platforms offer APIs or plug-in access to apps that integrate social media management.

Predictive analytics

Virtually all marketing automation platforms come with a set of standard analytics and reports 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.

More vendors are offering predictive analytics and models, which expand the number of usable data points and enable marketers to create more personalized visitor experiences and marketing campaigns at both the account and individual levels. Some platforms include these more advanced analytics tools; other vendors rely on plug-and-play integration with predictive analytics tools such as Mintigo and Lattice Engines to offer greater analytics and personalization capabilities.

CRM and ISV integration

Native integration with CRM systems has become a critical feature for marketing automation platforms serving the B2B market. Salesforce, Microsoft Dynamics CRM, Oracle CRM, SugarCRM, and NetSuite are the most commonly available connectors. 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.

Many of the platforms profiled in this report also offer APIs and/or app marketplaces to provide integration with a variety of ISVs. With the explosive growth in mobile devices and social media marketing, the number of apps and app marketplaces continues to increase. There may be additional fees to purchase marketplace apps; API users are generally charged on a per-call basis for each data download.

More vendors are offering predictive analytics and models, which expand the number of usable data points and enable marketers to create more personalized visitor experiences and marketing campaigns at both the account and individual levels.




Table 6: Selected B2B marketing automation capabilities

CRM system abbreviations: IN (Infor CRM – formerly Saleslogix), MD (Microsoft Dynamics), NS (NetSuite), OCRM (Oracle CRM), SB (Siebel), SF (Salesforce), SG (Sage CRM), SU (SugarCRM), and TD (Teradata).1Available for: email, landing pages, and/or website personalization.2Adobe social media capabilities are available through Adobe Social, a separately priced product.3Infusionsoft social media capabilities available through GroSocial, an add-on product.

Source: Third Door Media

Act-On

Infusionsoft3

Marketo

Salesfusion

Oracle Eloqua

Teradata (TIMC)

Kahuna

IBM Marketing Cloud

Salesforce Pardot

HubSpot

Autopilot

eTrigue

Adobe Campaign2

4IN, MD, NS, SF, SG, SU,

4 4EmailLanding pages

4 4 44 4 Through ecosystem

8

4

4

8

4

4

4

4

8 8 4EmailLanding pages

8 8 48 8 8

MD, SAP, SF

MD, SG, IN, NS, SF, SU

4

4

4

4

Email Landing pages

Website

EmailLanding pages

4

4

4

4

4

8

4

8

4

4

Built-in

8

MD, OCRM, SAP, SF

SF

4

4

4

4

Email Landing pages

Website

Email Landing pages

Website

4

4

4

4

4

8

4

4

4

4

Built-in

Built-in

8

MD, NS, SF, SU

4

4

4

4

Email Landing pages

Website

Email Landing pages

Website

4

4

4

4

8

4

8

4

4

8

8

Through ecosystem

MD, NS, SF, SU

4 4Email Landing pages

Website


4HubSpot CRM, SF


Website


8SF 8 4Email 4 8 48 4 8

4MD, SF, SU 4 4EmailLanding pages

4 8 88 4 8

4MD, OCRM, SF, SAP


Website

4 4 44 4 Built-in

Vendor

Mobile marketing ISV ecosystemNative CRM integration

Built-inpredictive analytics

API

Dynamic content1

Optimization

Social integrated

w/ lead profiles App

marketplace

Content marketingworkflow

tools In-app notifications

DMP interface/ integration

Platform access




Choosing a B2B marketing automation platform The benefits of using B2B marketing automation

The proliferation of digital channels has made it increasingly difficult for B2B marketers to accurately target prospects and customers with the right messages at the right times. Prospects are managing more of the buying 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.

Faced with these challenging market dynamics and increasing ROI pressure, B2B marketers at companies of all sizes can gain these benefits from a marketing automation platform:

• 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 can combine multiple criteria, including demographic and behavioral data (pages visited, downloads, filled out forms), with a lead scoring system, to generate and identify sales-qualified leads.

•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. According to Forrester Research, B2B marketers that implement marketing automation experience a 10% increase in their sales-pipeline contribution.

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. Most vendors require annual contracts, and may offer discounts in exchange for the longer-term commitment.

Recommended steps to making an informed purchase

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 platform decision-making process. The following section outlines four steps to

The proliferation of digital channels has made it increasingly difficult for B2B marketers to accurately target prospects and customers with the right messages at the right times.




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.

1. 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.

2. 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 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.

3. What kind of marketing automation platform 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 audience segmentation and personalization?

Many marketing automation vendors started out as point solution providers, such as email, analytics, or optimization tools. As marketing has evolved, so have the tool 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.

4. What are our goals? It is critical to know upfront 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? Or do you want to reach the growing portion of your leads that are mobile users? Bring key stakeholders together to establish the organization’s goals.

5. How will this system integrate with our existing systems? If you already have some marketing technology in place, (e.g., standalone tools for social media management, SEO, webinar hosting) be sure to identify these so you can ask the vendor about integration with the marketing automation platform. You’ll probably need to decide eventually between integrating the tool you currently use or transferring data to the marketing automation platform.

6. 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

Marketing automation is often a solution for companies that are growing rapidly and need to scale their efforts.




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.

7. 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 on 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.

8. 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 its impact. 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.

9. Have we realistically assessed the cost? Some marketing automation platforms are all inclusive, while others feature add-on tools and services that can significantly increase costs. In addition to the cost of the software license itself, 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 by doing the following:

• 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 responsive design for mobile users 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.)

• Narrow your list down to those vendors that meet your criteria. Submit your list of the marketing automation capabilities you’ve identified, and set a timeframe for them to reply.

• Decide whether or not you need to engage in a formal RFI/RFP process. This is an individual preference, but be sure to give the same list of capabilities to each vendor to facilitate comparison.

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




When written properly, an RFP will facilitate the sales process and ensure that everyone involved on both sides come to a shared understanding of the purpose, requirements, scope, and structure of the intended purchase.

The most effective RFPs only request relevant information from the vendors and provide ample information about your business and its marketing automation needs. Let the vendor know how you plan to use marketing automation, including your high-level strategic goals and KPIs and how you will evaluate the success of your marketing automation efforts. Include details about timelines and the existing digital technology you have deployed.

When written properly, an RFP will facilitate the sales process and ensure that everyone involved on both sides come to a shared understanding of the purpose, requirements, scope, and structure of the intended purchase. From the RFP responses, you should be able to narrow your list down to three or four platforms that you’ll want to demo.

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 onboarding 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 clickthroughs.6. See a report showing web traffic and/or specific leads from an email campaign.

This is 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, speak with one or two customer references, preferably someone in a business similar to yours. The vendor should be able to supply you with several references if you cannot identify ones yourself. Use this opportunity to ask any additional




To find the best marketing automation platform for your organization, conduct a rigorous internal assessment of your business’s marketing and sales strengths, challenges, needs, and goals.

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?• Did you migrate to this platform from another? If so, how was the conversion process?• Why did you select this platform over others?• How long did the system take to implement?• 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? • 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?• How responsive is customer service?• Has there been any down time?• What is the most useful, actionable (favorite) report the platform generates?• What do you wish they did differently?• Why 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, and, 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 you 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.

ConclusionB2B marketing automation continues to grow at a rapid pace, as marketers try to take advantage of the unprecedented volume of customer data coming from an expanding array of marketing channels. However, the opportunities have also created challenges. Many B2B marketers with traditional marketing backgrounds still struggle to move beyond core tactics (e.g., search, website, and email marketing tasks) to more advanced marketing practices such as audience segmentation or personalization. Platform ease-of-use and affordability are other factors that lead two out of three B2B marketers to say that they don’t have all the tools they need.

Yet, there are numerous benefits to automating manual marketing tasks, such as email campaign development and execution, landing page creation, and lead capture, scoring, and nurturing.

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 platform decision-making process. To find the best marketing automation platform for your organization, conduct 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, digital marketing agencies, and marketing departments of larger enterprises in the technology, business services, financial services, manufacturing, education, travel and hospitality, and healthcare industries.

Key customers

ASPCA Avery DennisonNYUTableauTruity Credit UnionXerox

Key executives

Andy MacMillan CEORaghu Raghavan, CTOKate Johnson, CFOAtri Chatterjee, CMO

Company overview

• Founded in 2008. • $74 million in venture funding, including a $42 million round in April 2014 led by

Technology Crossover Ventures. • Additional offices in Roseville and San Mateo, CA; Scottsdale, AZ; Chicago, IL;

Boston, MA; Reading, U.K.; and Bangalore, India.

Product overview

•Act-On Industry Solutions launched in November 2015 with specific offerings for healthcare, finance, manufacturing, travel & hospitality, and retail that consist of pre-built email and landing page templates, automated drip programs, a library of stock images, and benchmark stats specific to marketing performance of each industry.

• 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.

• Email and landing page composer uses drag-and-drop functionality. Includes responsive design to support multiple devices.

• UI allows users to customize dashboard including home layout and editable components organized by related marketing activities to enhance content management and navigation.

• Tracks website visitors using add-on widget. Anonymous visitors can be reverse-matched using an IP address database. 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.

•Act-On Inbound optimizes content, blogs, and website for search engines; manages keywords for both SEO and AdWords; and measures campaign effectiveness.

•Act-On Anywhere is a new app that makes Act-On engagement data, assets and functionality from Act-On available from within the user’s current browsing context.

• Data storage is cloud based.

Act-On Software8300 SW Creekside Place, Suite 250Beaverton, OR 97008 T (503) 530-1555www.act-on.com

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



Vendor Profiles



Product DetailsSocial media strategy

• Integrated with Oktopost social engagement platform to allow marketers to measure social effectiveness including conversions, lead generation, and revenue.

• Twitter Prospector dashboard uses Twitter API to allow users to participate in relevant Twitter conversations through 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, Instagram, and LinkedIn.

•Act-On Insight dashboard provides social media and web-based traffic benchmarking against specified competitors.

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.

• Funnel reports allow users to define funnels based on business process, track prospects through conversions, measure overall flow and velocity through the funnel, and compare results across time periods.

• Launched in June 2015, Act-On Data Studio is an advanced data access and analytics tool that enables users to visualize, select, configure, and move data from Act-On to any BI platform.

Users can choose from pre-configured data sets and aggregations or create their own using point-and-click queries and filters.

• Reports can be downloaded through Excel or CSV; users wanting to run regression or correlation analysis need to use external tools such as Excel.

• Management and provisioning

capabilities designed for marketing agencies with multiple client accounts.


• Native integration with Salesforce, SugarCRM, Sage CRM, Microsoft Dynamics CRM, NetSuite, and Infor CRM (formerly Saleslogix).

Salesforce/CRM platform acts as the database of record. Users 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.

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

• Native integration with data services such as Data Prospect and ZoomInfo, as well as web analytics systems including Google Analytics and IBM Data Analytics.

• RESTful APIs use OAuth for authentication to enable third-party app development.

Content marketing; video marketing, data/analytics, social media, call tracking, and sales enablement integrations available.

Pricing and support

• Two pricing tiers: Professional Edition and Enterprise Edition.

Professional starts at $600/month for 1,000 active contacts.Enterprise starts at $2,000/month for 10,000 active contacts.

• Customer success representative assigned to each account at no additional cost.

Act-On Software8300 SW Creekside Place, Suite 250Beaverton, OR 97008 T: (503) 530-1555www.act-on.com




Vendor Profiles



Product Details• Phone, chat, and 24/7 email support

included in the base price. • Training and eLearning includes

Act-On University (self-paced and video tutorials) 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.

Act-On Certification courses also available.

Act-On Software8300 SW Creekside Place, Suite 250Beaverton, OR 97008 T: (503) 530-1555www.act-on.com




Vendor Profiles



Target customer

• Enterprise B2C and B2B marketers in the retail, travel/hospitality, media and entertainment, financial services, and government verticals.

• As part of the Adobe Marketing Cloud, Adobe Campaign is integrated with several other Adobe solutions and targets enterprise customers across all verticals.

Key customers

DiorJustAnswerLA KingsRenaultSephoraVente-Privee

Key executives

Brad Rencher, SVP and General Manager, Adobe Digital Marketing Suresh Vittal, VP, Adobe Marketing CloudStephan Dietrich, VP, Adobe CampaignThomas Boudalier, VP, Engineering, Adobe Campaign

Company overview

• Adobe Systems was founded in December 1982.• Adobe acquired Neolane for $600 million in cash in June 2013.

Neolane was founded in 2001 in France and entered the U.S. market in 2007.• Neolane was rebranded as Adobe Campaign and is one of eight solutions in the

Adobe Marketing Cloud.Adobe Marketing Cloud is a subscription-based service enabling users to leverage centralized and shared data, content assets, and profiles. Adobe Marketing Cloud’s additional solutions are: Adobe Analytics, Adobe Target, Adobe Social, Adobe Experience Manager, Adobe Audience Manager, Adobe Media Optimizer, and Adobe Primetime.

• Adobe Systems has more than 40 worldwide offices in North America, Europe, Asia, South America, the Middle East, and Africa.

Product overview

• Adobe Campaign offers the following six components: integrated customer profile, targeted segmentation, cross-channel orchestration, contextual email, real-time interaction management, and operational reporting.

• Flexible architecture enables a “hybrid” deployment model that allows customer data to be held on premise while using Adobe Campaign for execution in the cloud.

• Cross-channel campaign management enables users to execute online and offline personalized inbound and outbound marketing programs across email, web, social, mobile, SMS, direct mail, kiosk, call center, and point-of-sale channels.

•Adobe Campaign Standard, a cloud-based offering specifically for email marketers, offers a native cloud user interface, data management, workflow and journey design, segmentation and targeting, and channel execution.

Professional services available for more advanced cross-channel campaign management functionality, with a step-by-step maturity assessment and process.

• Native integration with Adobe Experience Manager, Adobe Audience Manager, Adobe

Adobe Campaign 345 Park AvenueSan Jose, CA 95110-2704(T) 408-536-6000https://www.adobe.com/marketing-cloud/online-marketing-solutions.html

https://www.adobe.com/marketing-cloud/online-marketing-solutions.html





Vendor Profiles



Product DetailsAnalytics, and Adobe Target to facilitate additional digital marketing capabilities.

• Included integration with Marketing Cloud Profiles and Audience Core Services allows users to publish and share audiences (segments) with the other Marketing Cloud solutions, as well as take in behavior segments from the Cloud.

• Included Assets Core Service, a content repository, enables users to pull content from the Adobe Creative Cloud into campaigns, emails or channel strategies.

Social media strategy

• Social marketing campaign development and execution is available through Adobe Social, a separately priced solution in the Adobe Marketing Cloud.


• Provides more than 50 out-of-the-box reports including messages sent, throughput, opens, clicks, devices used, tracking indicators, as well as lead reports for lead management activities and a conversion funnel.

• Through integration with Adobe Analytics (another solution in the Adobe Marketing Cloud), users can create a holistic view of marketing campaigns with intuitive and interactive analytics dashboards and reports.


• CRM connectors for Salesforce, Microsoft Dynamics CRM, SAP, and Oracle CRM on Demand, providing real-time, bi-directional synchronization of lead, account, and opportunity data.

• Added in 2015, a RedShift connector enables users to leverage Big Data by storing transactional data in Amazon Redshift and access the information to segment, target, and personalize messages in Adobe Campaign.

• Uses web services for straightforward data and process integration with operational front- and back-end systems.

• Can run in a distributed architecture mode to enable redundant key processes and load balancing, depending on business and technical constraints.

Pricing and support

• Three license bundles – Standard, Premium, and Ultimate – based on level of complexity and the functionality required to meet user needs.

• Pricing based on “Active Profiles” or contacts in the database.

• Maintenance is included in each license bundle.

• Adobe Campaign has a “No CPM” pricing approach.

• 24/7 support includes support, access to major and minor product releases, and software maintenance.

Adobe Campaign 345 Park AvenueSan Jose, CA 95110-2704(T) 408-536-6000https://www.adobe.com/marketing-cloud/online-marketing-solutions.html






Vendor Profiles



Target customer

• SMBs and decentralized marketing departments within enterprises.

Key customers

DolbyFreshdeskInstapageNarrativePRYNT Key executives

Michael Sharkey, CEO and Co-founderChris Sharkey, CTO and Co-founderPeter Sharkey, PM and Co-founderGuy Marion, CMO and Growth

Company overview

• Founded in 2011 as Bislr, a broad-based marketing automation platform.Rebuilt, rebranded, and relaunched publicly as Autopilot in March 2015 to focus on custom journey automation, smart lead nurturing, ISV integrations, and real-time reporting.

• Raised more than $20 million in venture funding, including a $7 million Series B in July 2015, led by Salesforce Ventures and Stage One Capital.

Product overview

• Autopilot is an easy-to-use and visual platform for automating the customer journey, and enables users to send targeted emails, SMS, and in-app messages to prospects and customers.

•Headsup tool released in October 2015 to counter AdBlock software and add in-app and on-site engagement to its email and SMS marketing features.

•Journeys product uses drag-and-drop interface to build customer “journeys” or personalized marketing campaigns.

Marketing Guides library offers lead nurturing “journey” templates for users to download and execute.Contact management center for organizing leads, creating custom fields, and dynamic or static segments and lists.Universal Form Capture leverages existing website, blog or landing page infrastructure by enabling form capability with any platform out of the box.

• Data storage is cloud-based with no additional fees.

AutopilotLevel 1, 717 California StreetSan Francisco, CA 94108T: 800-714-9546https://autopilothq.com

https://autopilothq.com



Vendor Profiles




• Social media profile and lead data is automatically synchronized with contacts that are captured or imported into the Autopilot platform.


•Activity Feed provides real-time event monitoring for both “known” and “anonymous” visitors, pulling from Autopilot’s universal tracking code that can be added to any online property.

• Reports available through pre-built integration with GoodData.

Sales funnel reporting on website visitors, conversions, leads, opportunities, and closed/won business.Email performance reporting, with drill down to key performance metrics, time trends, click rates, users, and URL (content) performance.


• Native integration with Salesforce (CRM), Twilio (SMS mobile messaging), Lob (print postcards), Segment.io (event tracking), Slack (collaboration

tools) Segment (customer data hub), and InsideView (analytics and intelligence).

Salesforce integration enables bi-directional synchronizing of leads, contacts, and accounts.

• November 2015 integration with Zapier added to provide customers with pre-built access to Zapier’s ecosystem of 500-plus marketing automation apps, including MailChimp, Shopify, EventBrite, Wistia, Wufuu, Pipedrive, Insightly, and GoToWebinar.

Pricing and support

• Pricing based on number of database contacts and begins at $5/month for 500 contacts with month-to-month billing, or $4/month for 500 contacts with an annual contract; customized pricing for more than 1 million contacts in the database.

Includes unlimited emails.No set-up fees.

• Free 30-day trial.• Self-serve customer support model

includes Flight School series of videos, research reports and online tutorials about both the platform and marketing automation best practices.

AutopilotLevel 1, 717 California StreetSan Francisco, CA 94108T: 800-714-9546https://autopilothq.com




Vendor Profiles



Target customer

• Small and mid-market B2B companies and divisions within enterprise organizations.

Key customers

CiscoCompuComDPTShell LubricantsSkype Business Services (Microsoft)

Key executives

Jeff Holmes, President and CEOJim Meyer, VP and General ManagerRon Cootes, VP, EngineeringTony Tissot, Senior Director, Marketing

Company overview

• Incorporated in 2011.• 48 employees.• 440 customers.• Self-funded.• Additional office in London.

Product overview

• DemandCenter® is a SaaS-based marketing automation platform with a drag-and-drop campaign builder, WYSIWYG landing-page editor, and drop-down forms editor featuring standard and custom fields to facilitate content creation.

• More than 100 landing page and form templates are available for customization. •Dynamic Progressive Forms 3.0 designed to reduce form abandonment, featuring

graphical drag-and-drop form builder.• Tracks leads at the contact and opportunity (won, open, closed) levels.

Tracks and maintains unlimited anonymous visitor data, including search term referrals.

• Users can adjust campaigns on the fly, conduct A/B email tests, and schedule message delivery for specific times.

eTrigue 6399 San Ignacio AvenueSan Jose, CA 95119 (T) 800-858-8500www.etrigue.com

http://www.etrigue.com/



Vendor Profiles




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

• Social media sharing and “friend” links are included in landing page and email builders.


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

•3-D Lead Scoring™ is based on three dimensions: who, what, and when.

Seven specific variables can be scored including prospect demographics, website activity, campaign responses, brand relationship, source, 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.

• 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.

CRM and ISV Integration

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

•eTrigue for AppExchange allows users to choose between bi-directional synchronizing 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 sent to anyone and also reported within the CRM or DemandCenter.

Users can base alert triggers on seven dimensions, including demographics, scoring, and timing.

• Native integration with Google AdWords, Lithium, WebEx, and GoToWebinar; an API is available for custom system integrations.

Pricing and support

• Pricing ranges from $600/month for 1,000 contacts to $8,000/month for 1 million contacts.

• Custom pricing available for enterprise customers with more than 1 million contacts in their database.

• Month-to-month pricing is available.• There are no set-up or activation costs. • 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.

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




Vendor Profiles



Target customer

• Mid-market companies seeking growth.

Key customers

BoxGE HealthcareSamsungT MobileVerizonVolvo

Key executives

Brian Halligan, Co-founder and CEODharmesh Shah, Co-founder and CTOJD Sherman, COO Kipp Bodnar, CMO

Company overview

• Founded in 2006.• 1,000-plus employees.• 16,800-plus customers in 90-plus countries.• October 2014 IPO raised $125 million.

In early December 2015, HubSpot shares hit a record high and the company’s market capitalization reached more than $2 billion.

• European headquarters in Dublin; Asia-Pacific headquarters in Singapore. • Additional offices in Portsmouth, NH, and Singapore.

Product overview

• Offers both a SaaS-based marketing platform and a freemium sales platform that includes a CRM for the mid-market and a suite of sales enablement tools

Marketing platform includes tools for lead capture and management, scoring, nurturing, analytics, A/B testing, blogging, content management, social monitoring and publishing, email marketing, and paid advertising.Sidekick includes email tracking from the user’s inbox, notifications when leads view site pages, and in-line information on competitor sites and emails users receive. The tool can also be used to schedule emails and follow-ups from within the user’s inbox.HubSpot CRM is a free relationship management platform that includes an all-in-one timeline to show interactions with customers and auto-populates information about companies and contacts.

• 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.• Additional functionality enables trigger campaigns, profile and lead scoring changes,

and notifications when particular prospect behaviors occur.

HubSpot25 First Street, 2nd FloorCambridge, MA 02141(T) 888-482-7768www.hubspot.com

http://www.hubspot.com/



Vendor Profiles



Product Details• The HubSpot Website Platform

(formerly Content Optimization System or COS) uses a personalization engine to customize the website experience for each visitor. It also includes free one-click SSL for Website Platform customers as well as a web application firewall for added security.

• Mobile app provides platform access for both iPhone and Android users.

• Data is stored in the cloud.


• Social media capabilities center on Social Inbox, a social media publishing and monitoring tool included within HubSpot.

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

• Users can schedule and publish posts to Twitter, Facebook, LinkedIn, and Google+ from one or more accounts.

• Tweets are categorized (customer, prospect or active opportunity) and then trigger alerts for sales, marketing, or customer service.


• Reports track channel performance, conversion assists, time-to-completion, and reverse funnel analysis.

• Users can benchmark traffic, conversion, and inbound links for up to 10 competitors.

• ROI tracked via multiple sources such as organic and paid search, referrals, social media, email marketing, direct traffic, and other campaigns.

• Monthly reports are delivered automatically and can be customized.

• Also offers a reporting add-on that provides highly customizable dynamic dashboards for both sales and marketing.


• HubSpot is a Salesforce AppExchange partner and offers native integrations with apps including Salesforce, Wistia, Zendesk, SlideShare, and GoToWebinar.

• Dozens of certified integrations with other tools.

Salesforce capabilities include bi-directional synchronizing 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.

• Customers of both the HubSpot CRM and marketing platform draw on the same database and see a single view of contacts.

Pricing and support

• Tiered pricing plans based on the number of database contacts.

Basic: Starts at $200/month and offers hosting, blogging tools, landing pages, social media tools, email marketing, and analytics.Professional: Starts at $800/month and adds Salesforce integration, smart content, advanced reporting, and custom lead scoring to the Basic package.Enterprise: Starts at $2,400/month and adds A/B testing, predictive lead scoring, and more advanced reporting to the Professional package.

• All pricing is for a minimum number of database contacts. Fees apply as the number of database contacts grows:

$100/thousand additional contacts

HubSpot25 First Street, 2nd FloorCambridge, MA 02141(T) 888-482-7768www.hubspot.com




Vendor Profiles



Product Detailsat 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.

• Additional $600 set-up fee for Basic customers, $3,000 for Professional customers, and $5,000 for Enterprise customers, which includes introductory training.

• Advanced product training is available starting at $7,000.

• Email, phone, and Twitter support are included in pricing.

Phone support available 8am to 8pm EST.

• HubSpot Academy is a free marketing how-to site offering customers guides, webinars, brainstorming worksheets, and inbound certification courses. HubSpot

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




Vendor Profiles



Target customer

• B2B and B2C SMBs to Fortune 1000 enterprises.

Key customers

1-800-GOT-JUNK?AMDCarfax CaringBridgeLifeShieldMazda

Key executives

Pam Woerhle, VP, Worldwide Go-To-Market Leader Jeff Browning, SVP, Product Development

Company overview

• Founded in 1999.• Silverpop acquired by IBM in May 2014.• Silverpop Engage, the company’s flagship product, became the foundation for

the IBM Marketing Cloud in August 2015. IBM Marketing Cloud is part of the IBM Marketing Solutions portfolio of products (IBM Marketing Solutions was previously branded IBM ExperienceOne).

• IBM Marketing Cloud uses multi-sourced customer data and individual behaviors to inform and drive personalized interactions in real time.

• 5,000-plus brands use the IBM Marketing Cloud.

Product overview

• IBM Marketing Cloud focuses on the following key capabilities: Email: Campaigns that deliver relevant and timely communications based on online and offline behaviors.Lead management: Lead capture, scoring, and nurturing to deliver high quality leads and decrease customer acquisition costs.Mobile: Capture mobile insights in real time and drive personalized mobile experiences to each contact.Social: Leverage social interactions to better understand and respond to customers.Analytics: Maximize campaign performance and gain insights into customers’ actions.Recommendations and personalization: Understand, capture, and optimally respond to customer preferences and behaviors.Planning and budgeting: Budgeting, planning, and analytics that connect to marketing, CRM, and finance systems.

IBM Marketing Cloud (formerly Silverpop)200 Galleria Parkway, Suite 1000Atlanta, GA 30339 (T) 866-745-8767www.ibmmarketingcloud.com

http://www.ibmmarketingcloud.com/



Vendor Profiles




• Provides social publishing and scheduling, social sharing, and social sign-ins on landing pages for Twitter, Facebook, LinkedIn, and/or RSS feeds that coincide with IBM Marketing Cloud message sends.

• IBM Marketing Cloud Social Audiences offers a single tool to manage paid social media across existing customers and prospects or look-alike audiences.

• Social sign-in currently supports the use of social identities from Facebook, Twitter, LinkedIn, and Salesforce, as well as other major social networks.

Users can determine lead sources through the tool’s social tracking features. (i.e., blog posts shared on Facebook will be attributed to Facebook instead of the blog post itself.)


• More than 80 customizable reports available.

Includes customer behavior data from multiple marketing channels including email, campaigns, social, and mobile.

• Excel Add-In to IBM Marketing Cloud accounts downloads all reporting and activity data related to mailings.

CRM and ISV integrations

• Native integrations with Salesforce, Microsoft Dynamics CRM, NetSuite, and Sugar CRM.

• API set available for customized CRM app development.

• IBM Universal Behavior Exchange allows users to easily connect data from multiple applications through IBM’s pre-integrated partner network across paid, owned, and earned channels.

Pricing and support

• IBM does not publicly disclose pricing; pricing is typically based on the size of the customer database or the number of email transactions.

• The majority of IBM Marketing Cloud contracts are 12-15 month terms.

• 24/7 email and phone support included for all customers; an online support portal is also available.

• Add-on onboarding programs are available.

• Web-based training is available and custom, on-site training is offered for an additional fee.

IBM Marketing Cloud (formerly Silverpop)200 Galleria Parkway, Suite 1000Atlanta, GA 30339 (T) 866-745-8767www.ibmmarketingcloud.com




Vendor Profiles



Target customer

• SMBs with between 2 to 25 employees.

Key customers

CleanCorp LeftFoot Coaching AcademyMilkhouse CandlesRock and Rapid AdventuresTITIN

Key executives

Clate Mask, Co-founder and CEOTerry Hicks, Chief Product OfficerElizabeth Pitt, Chief Customer OfficerScott Martineau, Co-founder and SVP, Product Strategy

Company overview

• Founded in 2001.• 650-plus employees.• Raised more than $125 million in venture funding, including a $55 million Series D

round in October 2014 led by Bain Capital Ventures.Other investors include Allure Ventures, Arthur Ventures, Goldman Sachs, Signal Peak Ventures, and Mohr Davidow Ventures.

• Additional office in Lehi, UT.

Product overview

• Centralizes customer interactions and daily activities; captures new leads and automates follow-up based on preferences and needs; identifies the best leads to close more sales faster; and automates repetitive tasks such as follow-up, contact management, billing, and payments.

• Provides CRM, marketing automation, sales automation, ecommerce and a payment solution, along with apps, integrations and partners, and a growing library of educational resources.

CRM: Imports and organizes contacts (both online and offline) with tagging and segmentation. Collects and scores leads based on behavior and marketing interactions, and prioritizes leads that are ready to buy. Tracks engagement and customizes follow-up messages based on unique customer profiles. Marketing automation: Automates lead capture and follow-up, including triggered personalized communications (i.e., emails, landing pages, forms) based on email sends, opens, clicks, form submissions, and payment history.Sales automation: Automatically “kicks off” follow-up emails, tasks, appointments, and more.Ecommerce: Includes customizable storefronts, order forms, seamless payment processing, and more.Payment solution: In partnership with WePay, Infusionsoft Payments offers competitive fees to enable small businesses to get approved and set up with a merchant account.

Infusionsoft1260 South Spectrum BoulevardChandler, AZ 85286 (T) 866-800-0004www.infusionsoft.com

http://www.infusionsoft.com



Vendor Profiles




• Customizable templates for Facebook contests and promotions. Content management tools monitor feeds and schedule posts and tweets.

• Add-on GroSocial enables social media campaign and promotion development and management for Facebook, Twitter, and LinkedIn.

Includes drag-and-drop design software and templates to create social content and promotions such as social photo contests, giveaways, video contests, and viral vote promotions.

• All leads and promotion entrants can be added automatically to the platform.

Non-Infusionsoft customers can embed forms and content from other marketing programs including MailChimp, Wufoo, HubSpot, SurveyMonkey, and Eventbrite.


• Tracks email and broadcast metrics to measure the number of emails that get delivered, opened, clicked, skipped, etc.

• Marketing reports provide web form activity, landing page performance, reach, and campaign effectiveness including open rates, clickthroughs, and social reach.

Real-time campaign results as well as on-the-fly adjustments.

• Website tracking includes visitor activity from first visit to purchase, and which sources produce the most leads.

• Visual lead scoring indicates hottest leads with flame icons and automatically assigns leads to appropriate sales reps.

• Pipeline management follows individuals and accounts, links multiple contacts, tracks deals through the process, and forecasts future sales.

Sales reports track conversions and revenue.

• Ecommerce reports allows users to track orders, sales totals, accounts receivables, payment reports, revenue by product, and more.

• Reports can be shared with teams or accessed directly from the Infusionsoft dashboard.


• Infusionsoft Marketplace features Infusionsoft-certified apps, integrations, content, pre-built marketing campaigns, consultants and developers.

• Includes nearly 200 marketing apps ranging from accounting and analytics, to calendar and contact management, to ecommerce and lead generation.

Users can select and install free, pre-built campaigns from the Marketplace inside the platform’s Campaign Builder.

Campaigns include all tags, merge fields, copy, web forms, and thank you pages depending on the type of campaign. Example campaigns include an email engagement, a hard-bounce recovery call, an NPS survey, and more.

Pricing and support

• Four editions available; no contract required.

Essentials: $199/month includes contact management and marketing automation tools.Deluxe Sales: $299/month includes all Essentials package tools plus enhanced CRM and sales automation features.Complete: $379/month includes all Essentials, Sales, and Ecommerce tools and features in one seamless system. Targeted to businesses with both a sales team and online store.





Vendor Profiles



Product DetailsTeam: $599/month includes contact management, marketing automation, sales automation, and ecommerce tools.

• All new customers required to purchase Kickstart Services training program for a $1,500 one-time fee.

Includes onboarding and data import, training through live webinars, tutorials, and an online Help Center.

• Standard Support (included in pricing) provides access to experts via phone and chat during regular business hours to resolve any questions or issues.

Users can upgrade to 24/7 support for a monthly fee.

• Professional services available starting at $199.





Vendor Profiles



Kahuna 1400A Seaport BoulevardRedwood City, CA 94063(T) 844-465-2486www.kahuna.com

Target customer

• Mid-market and enterprise brands in the travel, healthcare, entertainment, media, retail/ecommerce, financial services, on-demand services, social, and education markets.

Key customers

GoProOverstock.comSeatGeekThe Weather ChannelYelpYummly

Key executives

Adam Marchick, CEO and Co-founderJulie Ginches, CMO David Verhaag, VP, Customer SuccessFayyaz Younas, VP, Engineering

Company overview

• Founded in May 2012.• Raised $58 million in four venture funding rounds, including a $45 million Series B

round in August 2015 led by Tenaya Capital.• Additional office in New York City.

Product overview

• Mobile marketing automation platform that enables multi-channel in-app messaging, web messaging, push notifications, email, and Facebook ads.

• Cross-device tracking that unifies customer behavior data across mobile, web and other connected devices.

• Real-time, dynamic customer segmentation tools.• Personalized, behavior-based lifecycle and conversion campaigns.•RevIQ and SendOptimally tools optimize messages for timing, device, channel, and

content.Machine learning capabilities detect the best-performing message variant in real time and automatically adjust future distribution within that same campaign.Advanced location tracking and geo-fencing.

• Built-in A/B testing for up to five message variants at a time.

http://www.kahuna.com



Vendor Profiles




•Kahuna Dynamic Audiences automatically retargets ads on Facebook by using mobile app behavior.

Limits ad displays if the customer or prospect doesn’t respond or already has made a purchase.


• Campaign analytics focus on revenue tracking, goal tracking (including revenue, purchases, social shares, registrations, cart additions, etc.), and impact tracking.

•Ghost Push technology enables users to monitor the number of app uninstalls and push notification opt-outs that result from sent messages to adapt campaigns on the fly.

CRM and ISV integrations

• Kahuna’s Adaptive Campaigns enables users to integrate their existing BI or CRM tools to populate campaigns through SDK and API access.

Pricing and support

• Monthly Active Person model based on the number of customers or prospects who receive messages.

Prospect or customer can receive messages on multiple devices, but the user is only charged for one Monthly Active Person.

Kahuna 1400A Seaport BoulevardRedwood City, CA 94063(T) 844-465-2486www.kahuna.com




Vendor Profiles



Target customer

• SMB to enterprise-level B2B and B2C marketers in a variety of industries including technology, healthcare, financial services, education, manufacturing, and media.

Key customers

Charles SchwabGeorge Washington UniversityIntelNokiaPR NewswireSony

Key Executives

Phil Fernandez, chairman and CEOSanjay Dholakia, CMOSteve Winter, Executive VP, Worldwide Sales and OperationsNick Bonfiglio, SVP, Product Development

Company overview

• Founded in 2006.• Nearly 1,000 employees.• Over 4,300 customers in 36 countries. • May 2013 IPO (NASDAQ: MKTO). • Acquired real-time personalization provider Insightera for $20 million in December

2013, and A/B testing tool Vessel in May 2015.• Additional offices in Atlanta, Portland, Dublin, Tel Aviv, Tokyo, and Sydney.

Product overview

• Cloud-based Engagement Marketing Platform provides marketing automation, consumer engagement, real-time personalization, and marketing management.

• WYSIWYG editor for email and landing page creation, including drag-and-drop forms, social apps, and videos.

Automated A/B testing.Built-in segmentation engine.Progressive profiling.Social sign-on.

• Website tracking for both known and anonymous visitors.• Lead capture, scoring, and management features includes unlimited dimensions.• Marketing calendar offers workflow tools to manage tasks across departments and

track campaigns. •Real-time Personalization add-on tool enables predictive messaging, display, and

retargeting capabilities.Content recommendation engine uses predictive content analytics to personalize messaging based on preferences, on-site behavior, firmographics, and CRM data.Ad Bridge provides personalized display and retargeting ad capabilities across Facebook, Google, LinkedIn, and other social networks and search engines.

•Mobile Engagement add-on tool offers cross-device campaigns and push/in-app notifications and messages. Includes Marketo Moments app for remote platform access.

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




Vendor Profiles




• Social marketing applications include polls, social sharing, form fill, sweepstakes and referral campaigns, and Facebook tab publishing.

• Real-time social analytics dashboards and integration with lead profiles and campaigns.


• ROI reports include multi-touch attribution and the aggregate impact of marketing on the revenue cycle over time, including conversion rates plus flow and velocity through the funnel.

• Executive dashboards feature revenue cycle analytics identifying real-time metrics and trends.

Program Analyzer identifies which programs deliver the highest marketing ROI.Success Path Analyzer monitors key performance metrics for each stage of the revenue cycle.Revenue Modeler defines the revenue cycle stages and monitors how potential customers move through the funnel.

•Real-time Personalization add-on tool’s predictive analytics and algorithms incorporate content consumption and preferences to identify lookalike prospects and visitors.

• Ad hoc reports and dashboards feature an intuitive pivot table UI built for marketers.

•Opportunity Influence Analyzer demonstrates cross-channel marketing activities that influence deals to understand each marketing touchpoint’s influence.


• Native integration with Microsoft Dynamics, SAP Sales Cloud, and

Salesforce.Supports two-way synchronization; users enter CRM credentials and all custom objects and fields can be synchronized automatically.Additions or deletions to the CRM framework such as fields or objects are automatically updated in Marketo through the system’s self-healing schema.

• Partner ecosystem of data integrators and digital agencies includes Accenture Digital, Deloitte Digital, and DigitasLBi.

•LaunchPoint app marketplace includes 550 marketing apps and services covering analytics, content marketing, events, mobile marketing, social media, video, sales tools, and digital marketing and advertising.

• Additional integrations available through Webhooks, as well as SOAP and REST APIs.

Pricing and support

• Four pricing tiers: Spark, Standard, Select, and Enterprise.

Spark: Aimed at small businesses and priced at $1,195/month for 10,000 contacts and five Sales Insight users.Standard: Priced at $1,795/month for 10,000 contacts and 10 Sales Insight users. Select: Priced at $3,195/month for 10,000 contacts and 20 Sales Insight users.Enterprise: Customized pricing.

• All prices are based on an annual contract (offering a 10% discount); quarterly pricing is available.

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




Vendor Profiles



Target customer

• SMBs to global enterprises in a range of industries, including high-tech, professional services, manufacturing, financial services, wealth management, asset management, insurance, education, life sciences, nonprofit, and sports and entertainment.

Key customers

Cetera Financial Group DellDow ChemicalEaton Thermo Fisher Scientific

Key executives

Kevin Akeroyd, GM, Oracle Marketing CloudJohn Stetic, Group VP, Product Management, Oracle Marketing CloudAndrea Ward, VP, Marketing, Oracle Marketing Cloud

Company overview

• Oracle founded in 1977; Eloqua founded in 1999.• Oracle acquired Eloqua in December 2012 for $810 million.

Eloqua previously filed an August 2012 IPO that valued the company at $368 million.

• Oracle Eloqua is now part of the Oracle Marketing Cloud product suite, which also includes:

Oracle Responsys (B2C cross-channel marketing);Oracle Content Marketing (formerly Compendium);Oracle Data Management Platform (formerly BlueKai);Maxymiser; andOracle Social Cloud.

• In January 2016, Oracle announced an agreement to acquire AddThis, a developer of audience tracking, and content sharing and recommendation tools.

Product overview

• A B2B cross-channel marketing platform featuring Campaign Canvas, a drag-and-drop interface to create personalized, dynamic content campaigns across email, social, display advertising, search advertising, and mobile.

• Lead scoring uses a combination of contact profile information and buying behavior, including campaign responses, converted forms, email clickthroughs, website activity, browsing behavior, and external events.

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

• Native integration with the Oracle Data Management Platform (DMP) allows users to automatically move audience segments from Oracle Eloqua to the Oracle DMP and execute targeted display and search campaigns as well as look-a-like modeling for prospecting on anonymous online prospects.

• Native integration with Oracle Content Marketing (OCM) enables users to access best practices and persona-based content.

OCM calendaring capabilities can also be extended to campaign tracking.

Oracle Eloqua1921 Gallows Road, Suite 200Vienna, VA 22182-3900(T) 866-327-8764www.eloqua.com

http://www.eloqua.com



Vendor Profiles




•Social Suite collection of apps included in the platform.

Social landing page apps are accessible directly within the Oracle Eloqua landing page editor. Additional social sharing and widgets are available to further integrate social media with the platform.Social data apps are available on the Oracle Eloqua AppCloud and allow users to access and manipulate social information either externally or within the Oracle Eloqua database.

• Native integration with Oracle Social Relationship Management, a solution within the separately priced Oracle Social Cloud.

Allows users to publish directly to social properties from the Campaign Canvas interface and execute social advertising campaigns. Social campaign reach and success metrics can be included in overall campaign reports.


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

Dashboards track and measure campaign engagement, cost, and activity summaries; email clickthroughs, bounces, and trends; form conversion and abandonment; and landing page performance, trends, and visitor demographics. Features closed-loop reporting to tie campaigns to pipeline and revenue growth.Includes industry specific benchmarking dashboards across 12 different indexes.


• An open platform designed to support Oracle Sales Cloud, Salesforce, Microsoft Dynamics CRM, and SAP.

REST API available to integrate with other enterprise systems such as ERP, content management, and data warehouses.

• The Oracle Eloqua AppCloud provides plug-in access to 150-plus add-on applications, including Cvent, WebEx, CloudWords, Pinterest, LookBook HQ, and LinkedIn.

Pricing and support

• Three “product trims” based on the number of users and database contacts.

Basic: $2,200/month for 10 users and starting at 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 Insight Reporter dashboards and campaign tracking.Standard: $4,400/month for 50 users and starting at 10,000 contacts. Includes all Basic package capabilities and adds dedicated IP addresses, segmentation, advanced data cleansing, real-time multi-model lead scoring, custom CRM integration, and the Oracle Eloqua API.Enterprise: Custom pricing is available for larger databases and an unlimited number of users. Includes all Basic and Standard capabilities, as well as multiple licenses for the Insight custom dashboard and reporting tool, 24/7 premier support, Sandbox test environment, and multiple databases for separate business units.

Oracle Eloqua1921 Gallows Road, Suite 200Vienna, VA 22182-3900(T) 866-327-8764www.eloqua.com




Vendor Profiles



Product Details• Add-on professional services available

for companies that need additional help onboarding or customizing the software for their business needs.

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

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




Vendor Profiles



Target customer

• SMBs to enterprise-level B2B organizations.

Key customers

Apartments.comBlue Cross/Blue Shield MinnesotaCareerBuilderPrecorTeach for AmericaTrulia

Key executives

Marc Benioff, CEOAlex Dayon, President, ProductsAdam Blitzer, SVP and GM, Pardot

Company overview

• Pardot launched in 2007.• Acquired by ExactTarget in October 2012 for $95 million.• Salesforce purchased Pardot in July 2013 as part of its $2.5 billion acquisition of

ExactTarget.• Pardot is now positioned within the Salesforce Sales Cloud, which also includes

SalesforceIQ, Data.com, and Salesforce Engage.• Salesforce offers several additional cloud-based product suites:

Marketing Cloud: Includes Journey Builder, Social Studio, and Customer Data Platform. Service Cloud: Includes Desk.com.Community Cloud: Includes Chatter;Analytics: Includes Wave Analytics, Sales Wave Analytics, and Service Wave Analytics;App Cloud: Includes Force.com and Heroku Enterprise; andIoT Cloud: Includes data processing engine Thunder.

• Salesforce does not disclose employee or customer count by product line.• Salesforce has offices in more than 24 countries.

Product overview

• A SaaS application that offers a suite of tools that includes lead nurturing, prospect tracking, and ROI reporting.

• Includes WYSIWYG editors, templates, and wizards for ease of campaign creation.• Visual email editor features dynamic template customization.

35 pre-designed templates available, including responsive templates.Rendering previews and SPAM analysis.A/B Testing.

• Uses both lead scoring based on prospect actions, and lead grading based on demographic fit to determine lead quality.

• Progressive profiling and dynamic content generation.

Salesforce Pardot One Market Street, Suite 300 San Francisco, CA 94105(T) (800) NO-SOFTWAREwww.salesforce.com

http://www.salesforce.com



Vendor Profiles



Product Details• 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.


• Social scheduling and publishing for Twitter, LinkedIn, and Facebook is included for all customers.

• Prospect look-up for LinkedIn, Twitter, Facebook, and Klout included at Pro level and above (available as an add-on for Standard customers).


• Campaign reporting measures cost per prospect, cost per opportunity, value revenue, and ROI to track prospect journeys from click to close.

• Lifecycle reporting shows prospect velocity through the marketing and sales cycles to show the average amount of time prospects spend in each stage of the funnel.

• Customizable email reporting, including an engagement snapshot with a visual heat map of reader interactions.

• Performance reporting also available on all individual modules (landing pages, video views, Google AdWords, etc).


• CRM integration with Salesforce and SalesforceIQ. Contact data is bi-directionally synchronized and de-duplicated; all clean records can be viewed in either Pardot or the CRM system.

In addition to prospect score and grade, users can view all prospect activity, including email opens, form views, AdWords ad clicks, visits, and site searches. Users can access custom objects, write tasks, and use assignment queues as part of automation rules and nurturing campaigns. Data syncing continues every two minutes; there are unlimited API calls between systems.

• Pardot also offers native integration with SugarCRM, Microsoft Dynamics, and Netsuite.

•Salesforce Engage, a Pardot add-on, enables sales teams to access additional sales empowerment features from within Salesforce or on their mobile device.

Users can send their own mini-campaigns using marketing-approved templates, view prospect data on the go, drop prospects into nurturing campaigns, and more within the Sales Cloud or on the Salesforce1 mobile app. Engage for Gmail also lets sales users track messages sent from their Gmail desktop client and access prospect activity information in a sidebar inside the Gmail interface.

• Integrates with WebEx, GoToWebinar, and ReadyTalk; connector available for EventBrite.

• Integrates PPC and SEO campaign data from Google AdWords and Google Analytics.

• Integrates with Wistia and Vidyard for video tracking, WordPress blog apps,





Vendor Profiles



Product DetailsSurveyMonkey, SnapApp for interactive content, Microsoft Outlook, and GoodData for Business Intelligence.

• Connectors available for sales automation tools such as Data.com, Twilio (telephony), and Olark (live chat).

• Open API allows for custom integrations.

Pricing and support

• Pardot offers three pricing levels.Standard: $1,000/month for up to 10,000 contacts. Pro: $2,000/month for up to 10,000 contacts; includes advanced features such as A/B testing, AdWords integration, API access, and social profiles. Ultimate: $3,000/month for up to 10,000 contacts; includes all

Standard and Pro features as well as customer user roles and object integrations, a dedicated IP address, and API access for up to 100,000 calls/day.

• Implementation carries a one-time fee that varies based on client requirements.

• Additional fees of $100/month for each additional 10,000 contacts.

• Annual contract required.• All packages include a client advocate,

support desk, live training webinars, email, and online forums.

Pro and Ultimate levels include chat support.Ultimate package includes phone support as an add-on. Custom training and support packages are available.





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 revenue.

Key customers

Cleveland CavaliersCoverallLeger HolidaysLexJetStrongwell

Key executives

Carol O’Kelley, CEOJames Delmerico, EVP, EngineeringChad Trainor, VP, SalesSuzanne Ward, VP, Product Management

Company overview

• Founded in 2007.• Acquired LoopFuse in late January 2014.• Raised $13.5 million in a two-part Series B round that concluded in November 2015,

led by Noro-Moseley Partners. • Hired new CEO, Carol O’Kelley, in March 2015.

Product overview

• Integrates data from multiple channels, including paid search, SEO, email, events, and direct mail. The platform includes the following capabilities:

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 page and form builders: 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.Lead capture, scoring, and nurturing: Allows users to build multiple scoring models to grade and route leads, and automatically connects to the CRM system to set rules for routing leads back to marketing when scores change.

Score based on web activity, emails, campaigns, forms, social behavior, and demographics.Segment prospects based on interests, buyers’ personas, and behaviors.

Event manager: Enables online and offline event creation, management, and tracking.

Integrates with Cisco WebEx and Citrix GoToMeeting.

Salesfusion3565 Piedmont Road NortheastAtlanta, GA 30305(T) 855-238-6522 www.Salesfusion.com

http://www.salesfusion.com/



Vendor Profiles




• Partnered with B2B social media management tools provider Oktopost in December 2015 to provide customers with the following integrated social media capabilities:

Access and view prospect and customer social interactions in Salesfusion or the user’s CRM.Score, segment, and build lists based on social behavior.Distribute content from the Salesfusion Asset Library or landing pages via social posts.Schedule and publish posts using multiple profiles across the social web.Track conversions and attribute opportunities to social campaigns.


• Pre-built reports available, as well as custom report builder and dashboards for multivariate reporting on any data set including contact data, activity data, campaign data, and/or CRM data.

• Website tracking includes keywords, page views, and visitor site flow.

Google Analytics integrated with Salesfusion data.

• AdWords integration through API enables Google paid search campaign tracking by keyword and ad group.

• SEO audits monitor page load speed; URL performance; title, heading, and description tags; page links; etc.

CRM and ISV Integration

• Native, bidirectional integration with Salesforce, Microsoft Dynamics, Infor CRM, NetSuite, SugarCRM, and Sage CRM.

• Included Marketing2CRM solution packs for each CRM system to integrate pre-built administrative tools; tables; email campaigns; and web, email, and forms data into lead and account records.

Pricing and support

• Two pricing plans available.Core: Pricing starts at $500/month for 1,000 contacts and unlimited users. Performance: Pricing begins at $850/month for 1,000 contacts and unlimited users.

• Onboarding includes technical set-up and CRM integration, as well as one-on-one live training sessions.

• Ongoing support includes a Dedicated Client Success Manager, 24/7 online (email and knowledgebase) support, and 15/5 live chat and phone support.

Salesfusion3565 Piedmont Road NortheastAtlanta, GA 30305(T) 855-238-6522 www.Salesfusion.com




Vendor Profiles



Target customer

• Mid-market and enterprise-level B2C and B2B marketers in verticals including retail, financial services, education, healthcare and pharmaceutical, manufacturing, entertainment and communications, business services, government, travel, and transportation.

Key customers

American ExpressCVSHertzProctor & GambleSirius XMVerizon

Key executives

Bob Fair, President, Teradata Marketing Applications DivisionAlex Meyer, COOTommy Richardson, CTO Applications

Company overview

• Parent company founded in 1979.• Released first CRM marketing application in 2003.• Spun off from parent company NCR in 2007; publicly traded as TDC on NYSE.• Teradata Corp. has more than 11,000 employees worldwide. Teradata Marketing

Applications division has about 1,500 employees around the globe. • Marketing applications acquisitions include:

Aprimo (December 2010); eCircle (May 2012), Ozone Online and Argyle Social (May 2014), Appoxee (January 2015), and data management platform FLXOne (October 2015).

• 2015 Big Data acquisitions to support enterprise Hadoop solutions include RainStor, Revelytix, Hadapt, and Think Big Analytics.

Product overview

• The Teradata Integrated Marketing Cloud (TIMC) features a Marketing Resource Management (MRM) solution that automates marketing planning, spend management, workflow and collaboration, asset management, and offer management.

• TIMC also includes the following solutions:Omni-Channel Marketing: Provides tools that help marketers deliver personalized inbound and outbound communications through real-time decision making, as well as offline and digital delivery, optimization, and analytics. Available separately or as part of the TIMC.Digital Marketing: Enables marketers that only want digital capabilities to create, test, execute, and optimize digital campaigns via email, mobile, social, and web. Marketing Analytics: Offers predictive and Big Data analytics across all campaigns, channels, and geographies as well as a full Data Management Platform (DMP), acquired in October 2015. Additional add-on modules are available to extend base app functionality, including digital asset management, and campaign data and performance visualization templates.

Teradata Integrated Marketing Cloud10000 Innovation Drive Dayton, OH 45342(T) 937-242-4030www.teradata.com

www.teradata.com

www.teradata.com


Vendor Profiles




•Teradata Social provides publishing and marketing capabilities embedded into TIMC.

•Digital Marketing Center publishes social updates directly to Facebook, Twitter, LinkedIn, and Instagram.

•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.

• Users can publish emails and microsites to Facebook and Twitter.

•Social Audiences allows users to create audience segments and then advertise to those segments on social properties


• Reporting and analytics focused on marketing operations and effectiveness.

More than 80 reports analyzing operations (spend, productivity, resourcing, activities, etc.) and marketing intelligence insight reports that evaluate campaign (communication) effectiveness, provide segmentation insight, and attribute usage in segmentation and applications.

• Predictive analytics for attribution, next best action, and forecasting.

• Leverages Hadoop for analytics on operational data from email, mobile, social, and web channels.


• Native integration with Salesforce.•Customer Interaction Manager offers an

extended data service to pull data from other databases into Teradata.

• Cultivates partnerships with developers and agencies such as ADAM Software, Localz, Brierley+Partners, Urban Airship, and Facebook to deliver end-to-end analytic solutions and integrated marketing applications.

Pricing and support

• Pricing based on the number of database contacts, as well as the products purchased and the following product dimensions:

Modules purchased; andNumber of customer addressable records on the database;

• Annual and 36-month contracts available with automatic renewal.

• Maintenance, upgrades, and support are included in pricing.

• Included professional services range from solution definition workshops to full customizations.

Teradata Integrated Marketing Cloud10000 Innovation Drive Dayton, OH 45342(T) 937-242-4030www.teradata.com

www.teradata.com

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

Digitalmarketingdepot.comMarketingland.comSearchengineland.comMarketingautomationtimes.com

Articles

“Teradata Plans to Sell its $200 Million Marketing Apps Business. Any Takers?” by David Raab, Principal, Raab Associates Inc.http://customerexperiencematrix.blogspot.com/2015/11/teradata-announces-intent-to-sell-its.html

“Teradata Looks to Supercharge its Marketing Cloud with New DMP Acquisition,” by Barry Levine, Martech Reporter, Third Door Media. http://marketingland.com/teradata-looks-to-supercharge-its-marketing-cloud-with-new-dmp-acquisi-tion-147335

“7 B2B Marketing Trends to watch in 2015,” by Tim Asimos, Director of Digital Innovation, circle S studio. http://www.business2community.com/b2b-marketing/7-b2b-marketing-trends-watch-2015-01073432#uykesbpw8yk3sDzH.99

“The Ultimate Marketing Automation Statistics Review,” by Jorie van Rijn, publisher, Email Monday. http://www.emailmonday.com/marketing-automation-statistics-overview

White papers and research reports

B2B Marketing Technology Strategy Report, published by Informatica in partnership with Dun & Bradstreet and Ascend2. http://ascend2.com/home/wp-content/uploads/Informatica-DNB-B2B-Marketing-Technology-Strategy-150917.pdf

B2B Marketing Automation Vendor Selection Tool (VEST), published in July 2015 by Raab Associates. http://raabguide.com/vest

Marketing Data Technology: Cutting Through the Technology, published in January 2015 by Winterberry Group in part-nership with Internet Advertising Bureau. http://www.winterberrygroup.com/ourinsights/wp

http://Chiefmartec.com

http://customerexperiencematrix.blogspot.com

http://digitalmarketingdepot.com/

http://marketingland.com/

http://searchengineland.com/

http://Marketingautomationtimes.com

http://customerexperiencematrix.blogspot.com/2015/11/teradata-announces-intent-to-sell-its.html

http://marketingland.com/teradata-looks-to-supercharge-its-marketing-cloud-with-new-dmp-acquisition-147335

http://marketingland.com/teradata-looks-to-supercharge-its-marketing-cloud-with-new-dmp-acquisition-147335

http://www.business2community.com/b2b-marketing/7-b2b-marketing-trends-watch-2015-01073432#uykesbpw8yk3sDzH.99

http://www.business2community.com/b2b-marketing/7-b2b-marketing-trends-watch-2015-01073432#uykesbpw8yk3sDzH.99

http://www.emailmonday.com/marketing-automation-statistics-overview

http://ascend2.com/home/wp-content/uploads/Informatica-DNB-B2B-Marketing-Technology-Strategy-150917.pdf

http://raabguide.com/vest

http://www.winterberrygroup.com/ourinsights/wp

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Documents