Summary: DataMentors has launched a low-cost marketing database product with limited functionality. It's an interesting test of what marketers really want.Marketing database software and service vendor DataMentors last week tossed its hat into the ever-more-crowded ring of marketing automation for small(ish) businesses. The new product, DataPoint, is a limited version of the company’s flagship PinPoint system. Like PinPoint, it combines DataMentor’s DataFuse data cleansing and matching software with a private-label version of SmartFocus campaign...
Thursday, 26 August 2010
Wednesday, 18 August 2010
LeadForce1 Adds Mind Reading to Marketing Automation
Posted on 17:03 by Unknown
Summary: LeadForce1 infers Web visitors' intent and sales stage from the contents they read. It combines this with standard B2B marketing automation features to provide better-qualified leads to sales people. The B2B marketing automation industry has reached the stage where product features are similar and companies compete primarily on business and marketing savvy. This intrigues me in its own way although it's not as much fun as looking at cool new technologies. Of course, if you’re a vendor offering a cool new technology, the stakes are...
Friday, 13 August 2010
IBM Buys Unica: Will Acquisitions Now Shift to B2B Marketing Automation?
Posted on 07:10 by Unknown
IBM announced this morning that it was purchasing enterprise marketing automation leader Unica for $480 million, more than double the company’s current stock market valuation. This is wholly unsurprising: as the last and only big independent left in its space, Unica was obvious acquisition bait. It was also a motivated seller, since it faced an increasingly impossible struggle to fund the product enhancements necessary to compete with the likes of SAS, Teradata and Siebel / Oracle. Conversely, IBM is on a customer intelligence acquisition spree...
Thursday, 12 August 2010
Genius.com Offers Free Edition: How Much Does It Lower True Cost of Entry?
Posted on 07:13 by Unknown
Summary: Genius.com has added a free version of its system. But I think its strategy of offering an intermediate product between email marketing and full marketing automation may actually be more useful in attracting new customers.On Monday, Genius.com announced “the first free, instant-on demand generation solution”, a description carefully crafted to distinguish their offering from the free version announced by LoopFuse in June. The key term here is “instant-on”, which Genius defines to mean “instantly integrated website tracking, email marketing...
Wednesday, 11 August 2010
Day Software Acquisition Adds Some Marketing Features to Adobe, But Gaps Remain
Posted on 08:56 by Unknown
Summary: Adobe added Web content management, digital asset management and social media features to its arsenal when it purchased Day Software last month. But it still lacks key pieces of a complete marketing solution.Last month, Adobe announced their $240 million acquisition of Web content management vendor Day Software. Adobe was already a major force in Web development through its Dreamweaver, Flash and ColdFusion products, not to mention Omniture for Web analytics. But Day fills out its line by adding enterprise-class content management,...
Tuesday, 10 August 2010
Don't Fix Your Marketing Process
Posted on 14:01 by Unknown
Summary: In a constantly changing world, flexibility is more important than optimization. Marketers need people, processes and technology that allow them to react quickly to new opportunities.The always-insightful Adam Needles is running a series of blog posts this week that summarize the “real state” of B2B demand generation. So far, his main points have been that the role of B2B marketing has expanded to cover the entire buying cycle from initial lead generation through closed deals and that new technology must be accompanied by changes in...
Tuesday, 3 August 2010
Marketo's Enterprise Edition and Revenue Cycle Management: Looking Under the Hood
Posted on 13:27 by Unknown
Summary: Marketo continues to follow its own path. Enterprise Edition adds the complex security needed by large organizations but sticks to simple campaign flows. Revenue Cycle Management blazes an important new trail for others to follow.I finally caught up with Marketo for a briefing on their Enterprise Edition (announced in March) and Revenue Cycle Analytics (announced in May). Since both are somewhat old news, and Marketo describes them in detail on its Web site, I’ll just make a few comments.Executive Edition shows what Marketo believes is...
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