Summary: Aprimo Marketing Studio offers powerful features in an on-demand system for sophisticated business and consumer marketers. You know who you are. When I wrote about Aprimo Marketing Studio in a post last August, I was impressed by the scope of the product but reserved judgment because it hadn’t yet been launched. I took a look at the actual product last week. Bottom line: Aprimo delivered what they promised.Like Aprimo itself, Marketing Studio is a bit of an oddity because it serves both business and consumer marketers. The needs of...
Sunday, 31 January 2010
Thursday, 21 January 2010
Summary: Kynetx lets marketers enhance and coordinate user experience across multiple Web sites. It’s so different from site-based Web personalization that the possibilities can be hard to grasp. But I think they’re substantial.The classic view of online anonymity is the 1993 New Yorker cartoon, “On the Internet, nobody knows you’re a dog.” Today, we realize that our online identities are not as private as they then seemed. But from a marketer’s...
Friday, 15 January 2010
Summary: Autonomy is a leader in enterprise search and content management (it owns Interwoven). Its concept of "Meaning Based Marketing" comes quite close to my idea of "content grazing" as a way to reduce marketing complexity while delivering the right content to each customer or prospect.In my last post, I proposed the (somewhat tongue-in-cheek) term of “content grazing” to describe automatically extracting small bits of information from company documents and feeding them to prospects and customers. The notion had been on my mind for some time,...
Thursday, 7 January 2010
Summary: the demand generation market will continue to grow in 2010, and it may attract some new, big competitors from outside the industry. But the real excitement will be features that expand the scope of demand generation products to support inbound marketing, better measurement, and more efficient content creation. 2009 was a year of tremendous growth for demand generation systems (a.k.a. business-to-business marketing automation. By some measures, it's looking more mature: buyers are appearing outside the initial niche of software and technology...
Tuesday, 5 January 2010
Summary: Social media and access for sales people were the two big trends among demand generation vendors last year. But enhanced reporting was the most common improvement of all. Could marketers finally be ready to spend on measurement?I’m pleased to report that the 2010 edition of the Raab Guide to Demand Generation Systems is officially available today, with updated entries on all vendors (alphabetically: Eloqua, Manticore Technology, Market2Lead, Marketbright, Marketo, Neolane and Silverpop Engage B2B).Preparing the updates gave me a good...
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