The world clearly has more B2B marketing automation vendors than it needs – my master list of demand generation products includes two dozen. By contrast, mid-tier consumer marketers often have a hard time finding good options. The major B2C marketing automation vendors -- IBM/Unica, Teradata/Aprimo, and SAS are more attuned to the enterprise market. Here are some others, in rough order of industry familiarity:Alterian – extends beyond multi-channel campaign management to include Web content management, Web analytics, and social media monitoring. ...
Wednesday, 28 September 2011
Tuesday, 20 September 2011
Useful Tips from Inbound Marketing Summit and Hubspot User Group
Posted on 19:05 by Unknown
I spent three days last week at the Inbound Marketing Summit and Hubspot User Group in Boston. These featured a flock of first-rate speakers who presented more useful information than I can jam into a single blog post. That said, here are highlights from my notes.Youngme Moon, Harvard Business School- when all competitors address the same customer problems, their products all seem the same - to differentiate, embrace your negatives and make them into positives- her examples: - the Mini Cooper highlighted that it was a small car,...
Posted in hubspot, inbound marketing, innovation, lead generation, social media marketing
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Sunday, 18 September 2011
Book Review: Adam Needles' Balancing the Demand Equation
Posted on 20:02 by Unknown
Business marketers can find plenty of books on broad strategies and plenty of other books on specific tactics. But a framework for connecting tactics to strategic goals has been missing. Adam Needles’ new book Balancing the Demand Equation (available here from BN.com and here from Amazon) closes the gap.Needles is a well-known industry leader who is Chief Strategy Officer at demand generation agency Leftbrain DGA. His book starts with a review of changes in the B2B buying process and the new demands these place on B2B marketers. ...
Tuesday, 13 September 2011
Pardot Stays Focused on Small and Mid-Size Clients
Posted on 19:19 by Unknown
I caught up last week with Pardot co-founder and Chief Operating Office Adam Blitzer. It had been over a year since I’d had a serious briefing from Pardot, although we do keep in touch and I have current information on them in my VEST report on industry vendors. Pardot is funny that way: with nearly 700 clients, they’re arguably the third-largest B2B marketing automation vendor and have a broad industry presence, but their formal marketing is relatively quiet. For example, their Web site lists eight press releases...
Friday, 2 September 2011
Dreamforce 2011: Salesforce.com Will Leave Marketing Automation Alone. But Revenue Performance Management Might Be Another Story.
Posted on 17:35 by Unknown
I spent most of this week at Salesforce.com’s Dreamforce conference. With 45,000 registrants, the company says that Dreamforce is now the largest technology industry gathering. I don’t know whether that’s true (as someone pointed out, the Consumer Electronics Show is much bigger, for starters). But I did notice about two years ago that pretty much everyone in the B2B marketing automation space was more or less assuming I’d attend. Peer pressure worked, and there I was.If the big question on the mind of the marketing automation industry has...
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