Marketing Deal Offers

  • Subscribe to our RSS feed.
  • Twitter
  • StumbleUpon
  • Reddit
  • Facebook
  • Digg

Tuesday, 9 June 2009

Marketo Sales Insight Expands Salesforce Access to Marketing Data

Posted on 09:48 by Unknown
Summary: Marketo's new Sales Insight ranks prospects for sales people, based on recent Web and email activities. It lets Marketo sell seats to sales departments, which could be more lucrative than selling its core demand generation system. But I expect the sales automation vendors to take the business for themselves.

Marketo today officially launched “Sales Insight”, an application that makes prospect activity history directly available to sales people from within Salesforce.com. I had a personal demonstration last week (are you impressed?), but there’s an online demo that seems to cover pretty much the whole product. Features include:

- a ranked prospect list, based on measures of interaction intensity (represented by one, two or three flames) and prospect value (up to three stars). The idea is to help the sales rep decide who to call first. Users can drill into the details of each account, including Web activities, emails and score history.

- a list of “interesting moments” for each prospect, showing activities that the company has deemed significant. The moments are set up as real time triggers within Marketo. They can be linked to a specific campaign or defined more generically (e.g., three Web site visits in two days). I found this the most interesting capability in the system, because it fills a middle ground between summarizing all activities and providing the item-by-item detail. It does depend on marketing setting up the definitions, rather than letting sales people create their own. But, then again, how many salespeople really want to do that?

- a “lead feed” feature that can send “interesting moment” alerts via RSS, SMS, email, iPhone and other mobile devices. Sales people can select the individuals and accounts to monitor and the types of activities that trigger alerts.

- an option to send emails and add prospects to Marketo campaigns.

- ability to track anonymous Web visits within the sales person’s territory, using IP lookup to identify the visiting company and location. This can be integrated with Demandbase and Jigsaw to download the names of contacts at those firms. The system can also open a window to LinkedIn to let the sales rep find network contacts of her own.

It’s irresistible to compare Sales Insight with Eloqua Prospect Profiler, launched two weeks ago (see my review), which also gives sales people access to prospect activities gathered by the marketing system. The products are designed around slightly different scenarios: while Marketo starts with a list to help the sales rep decide who to call, while Eloqua aims to help the rep understand a prospect she has already selected. Still, both systems provide views into the data and both let salespeople receive alerts about prospect activities.

There are some subtle differences. Marketo is a Force.com application that works only with Salesforce.com, while Eloqua works with several CRM products. Eloqua lets sales people define their own alerts rather than relying on marketing to predefine the “interesting moments”. Marketo lets sales reps send emails and add prospects to demand generation campaigns. Eloqua provides interesting graphs of activity trends. Marketo includes the anonymous visitor tracking.
It’s hard to say which product will be more appealing to sales people, but that probably won’t matter: any significantly attractive feature in one product will (and should) be quickly copied into the other. Competitors without any equivalent product are more at risk, but, you can bet they'll quickly add something similar if it becomes an issue.

What really matters is that these products provide an opportunity for the marketing system to integrate more deeply with sales. This is THE big industry trend right now, so much so that we’re probably due for some clever nay-saying. The attraction to vendors like Marketo and Eloqua is quite clear: they can expand the size of their installations by serving new customers within existing clients.

This could have a substantial impact on total revenues. At Marketo’s price of $49 per seat, a 20-user license would bring in another $1,000 per month. (Genius.com's Genius Pro, a somewhat similar tool that helps sales people track prospect activities, is also priced at $49 per seat.)Compare this with maybe $2,000 per client per month earned by most demand generation vendors. Figures like these radically change the economics of the demand generation business. They also explain why some vendors have been willing to sell to new clients at very low prices.

But these figures also raise the specter of sales automation vendors moving in the other direction. An average Salesforce.com seat is around $100 per month these days. From the Salesforce.com viewpoint, adding marketing automation for $1,000 to $2,000 per month per client isn't particularly exciting. But if that same application also justified another $49 for each seat, you're starting to talk real money.

Of course, this has always been the threat inherent in demand generation vendors’ symbiotic relationship with CRM in general and Salesforce.com in particular. I’m increasingly convinced that it’s just a matter of time before sales automation and demand generation / marketing automation do merge – and it will almost certainly be sales systems swallowing the marketing vendors, not the other way around.

That will put the business marketing world pretty much where consumer marketers have already landed: most companies will use the marketing features of their CRM vendors, except for a relatively small number of businesses with marketing needs so advanced that they can really need the special features of a “best of breed” system.

In support of this view, it’s worth noting that demand generation systems for small businesses already routinely include their own sales automation system. This integrated model will likely filter up into larger companies, even as CRM vendors add marketing automation features and move down from above. Vendors offering just marketing automation or just sales automation will be trapped in the middle – rarely a pleasant place for a vendor to be.
Email ThisBlogThis!Share to XShare to Facebook
Posted in demand generation marketing automation, eloqua, lead management, marketing and sales integration, marketo, sales force automation | No comments
Newer Post Older Post Home

0 comments:

Post a Comment

Subscribe to: Post Comments (Atom)

Popular Posts

  • eBay Offers $2.4 Billion for GSI Commerce: More Support for Marketing Automation
    eBay ’s $2.4 billion offer for e-commerce services giant GSI Commerce has been described largely in terms of helping eBay to compete with ...
  • Infer Keeps It Simple: B2B Lead Scores and Nothing Else
    I’ve nearly finished gathering information from vendors for my new study on Customer Data Platform systems and have started to look for patt...
  • NICE Buys Causata to Extend Its Customer Experience Management Position
    So, there I was around 7:30 Eastern time this morning, sending out reminder notices to vendors I need to interview for an upcoming report on...
  • thinkAnalytics Helps Marketers Optimize Customer Treatments
    Summary: thinkAnalytics provides a robust decision engine to help make optimal recommendations across channels. Too bad more people don...
  • Selligent Brings a New B2C Marketing Automation Option to the U.S.
    I’m writing this post on my old DOS-based WordPerfect software, to get in the proper mood for discussing business-to-consumer marketing auto...
  • So Many Measures, So Little Time
    I’ve been collating lists of marketing performance metrics from different sources, which is exactly as much fun as it sounds. One result th...
  • 4 Marketing Tech Trends To Watch in 2014
    I'm not a big fan of year-end summaries and forecasts, mostly because I produce summaries and forecasts all year round.  But I pulled to...
  • Marketo Raises Another $50 Million: Where Does the Money Go?
    Marketo this morning announced a new $50 million funding round, almost exactly one year to the day after raising $25 million in November 2...
  • James Taylor on His New Book
    A few months ago, James Taylor of Fair Isaac asked me to look over a proof of Smart (Enough) Systems , a book he has co-written with indust...
  • Vocus Marketing Suite: Still Mostly Social But Marketing Automation is On the Way
    If you’ve heard of Vocus at all, it’s probably as vendor serving public relations professionals. Its core offerings include a huge databas...

Categories

  • [x+1]
  • 1010Data
  • 2009 trends
  • 2010 predictions
  • 2011 predictions
  • 2013 marketing automation revenues
  • 2014 predictions
  • account data in marketing systems
  • acquisitions
  • acquistions
  • act-on software
  • active conversion
  • activeconversion
  • acxiom
  • ad agencies
  • ad servers
  • adam needles
  • adobe
  • adometry
  • advertising effectiveness
  • advocate management
  • affiliate marketing
  • agilone
  • aida model
  • aimatch
  • algorithmic attribution
  • alterian
  • analysis systems
  • analytical database
  • analytical databases
  • analytical systems
  • analytics tools
  • app exchange
  • app marketplace
  • application design
  • aprimo
  • are
  • artificial intelligence
  • ascend2
  • asset management
  • assetlink
  • atg
  • attribution analysis
  • attribution models
  • automated decisions
  • automated dialog
  • automated modeling
  • autonomy
  • b2b demand generation
  • b2b demand generation systems
  • b2b email marketing benchmarks
  • b2b lead scoring
  • b2b marketing
  • b2b marketing automation
  • b2b marketing automation industry consolidation
  • b2b marketing automation industry growth rate
  • b2b marketing automation revenues
  • b2b marketing automation systems
  • b2b marketing automation vendor rankings
  • b2b marketing data
  • b2b marketing industry consolidation
  • b2b marketing strategy
  • b2b marketing system comparison
  • b2c marketing automation
  • b2c marketing automation vendors
  • balanced scorecard
  • balihoo
  • barriers to marketing success
  • barry devlin
  • beanstalk data
  • behavior detection
  • behavior identification
  • behavior targeting
  • behavioral data
  • behavioral targeting
  • big data
  • birst
  • bislr
  • blogging software
  • brand experience
  • brand marketing
  • business intelligence
  • business intelligence software
  • business intelligence systems
  • business marketing
  • businses case
  • callidus
  • campaign flow
  • campaign management
  • campaign management software
  • causata
  • cdi
  • cdp
  • channel management
  • channel marketing
  • channel partner management
  • chordiant
  • cio priorities
  • clickdimensions
  • clicksquared
  • clientxclient
  • cloud computing
  • cmo surveys
  • cms
  • collaboration software
  • column data store
  • column-oriented database
  • columnar database
  • community management
  • compare marketing automation vendors
  • compiled data
  • complex event processing
  • consumer marketing
  • contact center systems
  • content aggregation
  • content distribution
  • content grazing
  • content management
  • content marketing
  • content matrix
  • content recommendations
  • content selections
  • content syndication
  • context automation
  • conversen
  • coremetrics
  • crm
  • crm integration
  • CRM lead scores
  • crm software
  • crm systems
  • crmevolution
  • cross-channel marketing
  • crowd sourcing
  • custom content
  • custom media
  • customer database
  • customer analysis
  • customer data
  • customer data integration
  • customer data management
  • customer data platform
  • customer data platforms
  • customer data quality
  • customer data warehouse
  • customer database
  • customer experience
  • customer experience management
  • customer experience matrix
  • customer information
  • customer management
  • customer management software
  • customer management systems
  • customer metrics
  • customer relationship management
  • customer satisfaction
  • customer success
  • customer support
  • cxc matrix
  • dashboards
  • data analysis
  • data cleaning
  • data cleansing
  • data enhancement
  • data integration
  • data loading
  • data mining
  • data mining and terrorism
  • data quality
  • data transformation tools
  • data visualization
  • data warehouse
  • database management
  • database marketing
  • database marketing systems
  • database technology
  • dataflux
  • datallegro
  • datamentors
  • david raab
  • david raab webinar
  • david raab whitepaper
  • day software
  • decision engiens
  • decision engines
  • decision management
  • decision science
  • dell
  • demand generation
  • demand generation implementation
  • demand generation industry
  • demand generation industry growth rate
  • demand generation industry size
  • demand generation industry trends
  • demand generation marketbright
  • demand generation marketing automation
  • demand generation software
  • demand generation software revenues
  • demand generation systems
  • demand generation vendors
  • demandforce
  • digiday
  • digital marketing
  • digital marketing systems
  • digital messaging
  • distributed marketing
  • dmp
  • dreamforce
  • dreamforce 2012
  • dynamic content
  • ease of use
  • ebay
  • eglue
  • eloqua
  • eloqua10
  • elqoua ipo
  • email
  • email marketing
  • email service providers
  • engagement engine
  • enteprise marketing management
  • enterprise decision management
  • enterprise marketing management
  • enterprise software
  • entiera
  • epiphany
  • ETL
  • eTrigue
  • event detection
  • event stream processing
  • event-based marketing
  • exacttarget
  • facebook
  • feature checklists
  • flow charts
  • fractional attribution
  • freemium
  • future of marketing automation
  • g2crowd
  • gainsight
  • Genius.com
  • genoo
  • geotargeting
  • gleanster
  • governance
  • grosocial
  • gsi commerce
  • high performance analytics
  • hiring consultants
  • hosted software
  • hosted systems
  • hubspot
  • ibm
  • impact of internet on selling
  • importance of sales execution
  • in-memory database
  • in-site search
  • inbound marketing
  • industry consolidation
  • industry growth rate
  • industry size
  • industry trends
  • influitive
  • infor
  • information cards
  • infusioncon 2013
  • infusionsoft
  • innovation
  • integrated customer management
  • integrated marketing management
  • integrated marketing management systems
  • integrated marketing systems
  • integrated systems
  • intent measurement
  • interaction advisor
  • interaction management
  • interestbase
  • interwoven
  • intuit
  • IP address lookup
  • jbara
  • jesubi
  • king fish media
  • kwanzoo
  • kxen
  • kynetx
  • large company marketing automation
  • last click attribution
  • lead capture
  • lead generation
  • lead management
  • lead management software
  • lead management systems
  • lead managment
  • lead ranking
  • lead scoring
  • lead scoring models
  • leadforce1
  • leadformix
  • leading marketing automation systems
  • leadlander
  • leadlife
  • leadmd
  • leftbrain dga
  • lifecycle analysis
  • lifecycle reporting
  • lifetime value
  • lifetime value model
  • local marketing automation
  • loopfuse
  • low cost marketing software
  • low-cost marketing software
  • loyalty systems
  • lyzasoft
  • makesbridge
  • manticore technology
  • mapreduce
  • market consolidation
  • market software
  • market2lead
  • marketbight
  • marketbright
  • marketgenius
  • marketing analysis
  • marketing analytics
  • marketing and sales integration
  • marketing automation
  • marketing automation adoption
  • marketing automation benefits
  • marketing automation consolidation
  • marketing automation cost
  • marketing automation deployment
  • marketing automation features
  • marketing automation industry
  • marketing automation industry growth rate
  • marketing automation industry trends
  • marketing automation market share
  • marketing automation market size
  • marketing automation maturity model
  • marketing automation net promoter score. marketing automation effectiveness
  • marketing automation pricing
  • marketing automation software
  • marketing automation software evaluation
  • marketing automation success factors
  • marketing automation system deployment
  • marketing automation system evaluation
  • marketing automation system features
  • marketing automation system selection
  • marketing automation system usage
  • marketing automation systems
  • marketing automation trends
  • marketing automation user satisfaction
  • marketing automation vendor financials
  • marketing automation vendor selection
  • marketing automation vendor strategies
  • marketing automion
  • marketing best practices
  • marketing cloud
  • marketing content
  • marketing data
  • marketing data management
  • marketing database
  • marketing database management
  • marketing education
  • marketing execution
  • marketing funnel
  • marketing integration
  • marketing lead stages
  • marketing management
  • marketing measurement
  • marketing mix models
  • marketing operating system
  • marketing operations
  • marketing optimization
  • marketing performance
  • marketing performance measurement
  • marketing platforms
  • marketing priorities
  • marketing process
  • marketing process optimization
  • marketing resource management
  • marketing return on investment
  • marketing ROI
  • marketing sales alignment
  • marketing service providers
  • marketing services
  • marketing services providers
  • marketing skills gap
  • marketing software
  • marketing software evaluation
  • marketing software industry trends
  • marketing software product reviews
  • marketing software selection
  • marketing software trends
  • marketing softwware
  • marketing suites
  • marketing system architecture
  • marketing system evaluation
  • marketing system ROI
  • marketing system selection
  • marketing systems
  • marketing technology
  • marketing tests
  • marketing tips
  • marketing to sales alignment
  • marketing training
  • marketing trends
  • marketing-sales integration
  • marketingpilot
  • marketo
  • marketo funding
  • marketo ipo
  • master data management
  • matching
  • maturity model
  • meaning based marketing
  • media mix models
  • message customization
  • metrics
  • micro-business marketing software
  • microsoft
  • microsoft dynamics crm
  • mid-tier marketing systems
  • mindmatrix
  • mintigo
  • mma
  • mobile marketing
  • mpm toolkit
  • multi-channel marketing
  • multi-language marketing
  • multivariate testing
  • natural language processing
  • neolane
  • net promoter score
  • network link analysis
  • next best action
  • nice systems
  • nimble crm
  • number of clients
  • nurture programs
  • officeautopilot
  • omnichannel marketing
  • omniture
  • on-demand
  • on-demand business intelligence
  • on-demand software
  • on-premise software
  • online advertising
  • online advertising optimization
  • online analytics
  • online marketing
  • open source bi
  • open source software
  • optimization
  • optimove
  • oracle
  • paraccel
  • pardot
  • pardot acquisition
  • partner relationship management
  • pay per click
  • pay per response
  • pedowitz group
  • pegasystems
  • performable
  • performance marketing
  • personalization
  • pitney bowes
  • portrait software
  • predictive analytics
  • predictive lead scoring
  • predictive modeling
  • privacy
  • prospect database
  • prospecting
  • qliktech
  • qlikview
  • qlikview price
  • raab guide
  • raab report
  • raab survey
  • Raab VEST
  • Raab VEST report
  • raab webinar
  • reachedge
  • reachforce
  • real time decision management
  • real time interaction management
  • real-time decisions
  • real-time interaction management
  • realtime decisions
  • recommendation engines
  • relationship analysis
  • reporting software
  • request for proposal
  • reseller marketing automation
  • response attribution
  • revenue attribution
  • revenue generation
  • revenue performance management
  • rfm scores
  • rightnow
  • rightwave
  • roi reporting
  • role of experts
  • rule-based systems
  • saas software
  • saffron technology
  • sales automation
  • sales best practices
  • sales enablement
  • sales force automation
  • sales funnel
  • sales lead management association
  • sales leads
  • sales process
  • sales prospecting
  • salesforce acquires exacttarget
  • salesforce.com
  • salesgenius
  • sap
  • sas
  • score cards
  • search engine optimization
  • search engines
  • self-optimizing systems
  • selligent
  • semantic analysis
  • semantic analytics
  • sentiment analysis
  • service oriented architecture
  • setlogik
  • setlogik acquisition
  • silverpop
  • silverpop engage
  • silverpop engage b2b
  • simulation
  • sisense prismcubed
  • sitecore
  • small business marketing
  • small business software
  • smarter commerce
  • smartfocus
  • soa
  • social campaign management
  • social crm
  • social marketing
  • social marketing automation
  • social marketing management
  • social media
  • social media marketing
  • social media measurement
  • social media monitoring
  • social media roi
  • social network data
  • software as a service
  • software costs
  • software deployment
  • software evaluation
  • software satisfaction
  • software selection
  • software usability
  • software usability measurement
  • Spredfast
  • stage-based measurement
  • state-based systems
  • surveillance technology
  • sweet suite
  • swyft
  • sybase iq
  • system deployment
  • system design
  • system implementation
  • system requirements
  • system selection
  • tableau software
  • technology infrastructure
  • techrigy
  • Tenbase
  • teradata
  • test design
  • text analysis
  • training
  • treehouse international
  • trigger marketing
  • twitter
  • unica
  • universal behaviors
  • unstructured data
  • usability assessment
  • user interface
  • vendor comparison
  • vendor evaluation
  • vendor evaluation comparison
  • vendor rankings
  • vendor selection
  • vendor services
  • venntive
  • vertica
  • visualiq
  • vocus
  • vtrenz
  • web analytics
  • web contact management
  • Web content management
  • web data analysis
  • web marketing
  • web personalization
  • Web site design
  • whatsnexx
  • woopra
  • youcalc
  • zoho
  • zoomix

Blog Archive

  • ►  2013 (55)
    • ►  December (4)
    • ►  November (5)
    • ►  October (4)
    • ►  September (3)
    • ►  August (5)
    • ►  July (5)
    • ►  June (5)
    • ►  May (6)
    • ►  April (6)
    • ►  March (1)
    • ►  February (6)
    • ►  January (5)
  • ►  2012 (56)
    • ►  December (4)
    • ►  November (3)
    • ►  October (6)
    • ►  September (4)
    • ►  August (7)
    • ►  July (3)
    • ►  June (4)
    • ►  May (5)
    • ►  April (3)
    • ►  March (4)
    • ►  February (8)
    • ►  January (5)
  • ►  2011 (74)
    • ►  December (9)
    • ►  November (8)
    • ►  October (6)
    • ►  September (5)
    • ►  August (5)
    • ►  July (3)
    • ►  June (6)
    • ►  May (5)
    • ►  April (6)
    • ►  March (8)
    • ►  February (7)
    • ►  January (6)
  • ►  2010 (75)
    • ►  December (9)
    • ►  November (9)
    • ►  October (5)
    • ►  September (6)
    • ►  August (7)
    • ►  July (3)
    • ►  June (6)
    • ►  May (9)
    • ►  April (4)
    • ►  March (6)
    • ►  February (6)
    • ►  January (5)
  • ▼  2009 (96)
    • ►  December (2)
    • ►  November (4)
    • ►  October (5)
    • ►  September (9)
    • ►  August (7)
    • ►  July (16)
    • ▼  June (9)
      • Marqui Combines Content Management and Demand Gene...
      • Cloud-Based QlikView Still Isn't Available as a Se...
      • QlikView 9.0 Reaches for Broader Business Intellig...
      • Marketo Sales Insight Expands Salesforce Access to...
      • Market2Lead User Interface: Attention to Detail Pa...
      • Marketbright's Campaign Flows Work Well for Serena...
      • Silverpop Engage B2B Adds Visual Campaign Builder
      • Demand Generation Vendors Offer Few Social Media A...
      • How the Buying Process Has Changed, and How It Has...
    • ►  May (5)
    • ►  April (11)
    • ►  March (11)
    • ►  February (11)
    • ►  January (6)
  • ►  2008 (59)
    • ►  December (6)
    • ►  November (3)
    • ►  October (8)
    • ►  September (1)
    • ►  August (5)
    • ►  July (8)
    • ►  June (5)
    • ►  May (5)
    • ►  April (6)
    • ►  March (3)
    • ►  February (3)
    • ►  January (6)
  • ►  2007 (84)
    • ►  December (4)
    • ►  November (6)
    • ►  October (6)
    • ►  September (1)
    • ►  August (4)
    • ►  July (7)
    • ►  June (16)
    • ►  May (20)
    • ►  April (20)
Powered by Blogger.

About Me

Unknown
View my complete profile