Tag Archives: Marketing Technology

SiriusView: Web Content Management

SiriusDecisions’ recently published SiriusView: Web Content Management evaluates and scores 10 vendors serving the Web content management (WCM) needs of today’s b-to-b marketing professionals. In this post, we provide a snapshot of when you should consider each vendor.

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SiriusDecisions: 2014 Marketing Automation Report

How much can a market really change in 12 months? In the marketing automation market, quite a lot! Over the past year, Salesforce.com and Adobe entered the market through acquisitions (ExactTarget/Pardot and Neolane, respectively), the percentage of b-to-b companies using marketing automation platforms increased, and marketing automation capabilities expanded beyond emails and registration forms. All of this means that when we drafted the 2014 version of our SiriusView: Marketing Automation Platforms, it involved more time, more effort and more spirited analyst debate than last year. Last year, we surveyed 11 marketing automation platforms. This year, we surveyed 17 vendors and scored them across six categories. Below, I have listed each of the vendors we included and SiriusDecisions’ take on when they should be considered.

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How Do Marketing Automation and MRM Interact?

A minority of b-to-b marketing organizations that use a marketing automation platform (MAP) also have a marketing resource management (MRM) solution (according to a 2011 SiriusDecisons survey). We’re often asked by these organizations, and by organizations that have one of these platforms and are considering the other, how the two work together. Here are four key points of integration between these platforms:

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Emerging Marketing Technology Suites

In our recent blog post, Eight 2014 Predictions for Marketing Automation, we briefly mentioned the expanding footprint of marketing technology suites. Through acquisition or organic growth, vendors are building collaborative marketing suites that offer marketers a broader marketing platform to provide solutions for marketing automation, analytics, social media, web content management and marketing resource management. Players include: Oracle Marketing Cloud, IBM Enterprise Marketing Management solution, Teradata Integrated Marketing Management solution, SiteCore’s Customer Engagement Platform and Adobe’s Marketing Cloud. Through our research and interactions with clients, we’ve seen a number of benefits and drawbacks that these solutions can present for digital marketers. Acquisitions are forcing companies to decide whether to standardize on a unified suite of applications or to continue a “best of breed” approach. In either case, the market landscape and competitive dynamics between vendors are rapidly changing. Potential benefits of a marketing technology stack include:

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Marketing Automation Benchmark: How Do You Stack Up?

Do you know how your marketing automation performance stacks up? Do you have a benchmark or authoritative standard you can reference to compare your marketing automation performance to peer organizations? Do you have a way to compare the number of resources you use for marketing automation to similar organizations? Unfortunately, the answer is no for most companies, but the answer for you can be yes.

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Marketing Automation Platforms: Minimum Requirements

The word “computer” once meant “a person who makes calculations, especially with a calculating machine.” That definition is now out of date; today, dictionaries define a computer as “an electronic device for storing and processing data, typically in binary form, according to instructions in a variable program.” Similarly, the term “marketing automation” once referred to technology that programmatically distributed email through an automated workflow and captured leads through online registration forms. Now, SiriusDecisions defines marketing automation as “a technology solution that helps enable the seeding, creation, nurturing and acceleration of demand among prospects and customers.” But what does that mean? What are the minimum requirements an application must meet in order to be labeled a marketing automation platform? SiriusDecisions has identified 16 such requirements that span three areas: campaign management, lead management and platform management.

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Marketing Automation Platform Migration: Timing

Every year, nearly 10 percent of b-to-b organizations with a marketing automation platform (MAP) in place switch to a new marketing automation vendor. Why? The reasons range from seeking a platform with more usability or more features to infrastructure changes after a merger or acquisition to executive preference (e.g. the new CMO previously used vendor XYZ). When organizations have a limited number of active programs, forms and emails, MAP migration can be quick (e.g. one to three days) and use a “prepare, suspend, migrate and activate” approach. In more complex environments with dozens of active programs, MAP migration is more challenging and requires a phased approach, including a period when the old and new MAP exist in parallel.

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Salesfusion to Acquire LoopFuse

Jay Famico is a smart guy. Less than one week after his blog post Eight 2014 Predictions for Marketing Automation, Salesfusion has agreed to acquire LoopFuse (terms not disclosed). Given Salesfusion’s recent infusion of series B funding led by BLH Venture Partners, Hallett Capital, and Noro-Moseley Partners, it comes as no surprise that some of that funding will be used to invest in expansion and growth. As the top-tier MAP leaders continue to focus on larger enterprises in terms of product direction and community support, the small to mid-size customer base for MAPs needs some leadership. So it is interesting to see that the first announcement of 2014 comes from the smaller tier of MAP players as they try to claim leadership with small to mid-size marketing organizations.

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Best Practices in Vendor Email Deliverability for Shared IP Addresses

A number of marketing and sales technologies (e.g. marketing automation platforms [MAPs], email service providers, event management software) heavily rely on email. Most vendors in these categories use shared IP addresses across the majority of their client base. What does this mean for their clients? Typically, it’s a really good thing, as clients with low email volumes achieve higher deliverability by being grouped with the email volume of other organizations, a shared IP address is more affordable, and net new clients do not need to provide for IP warming. However, using shared IP ranges can also have negative repercussions, as one client with bad sending practices or poor list maintenance practices can affect email deliverability for other clients. How can a vendor avoid these problems? SiriusDecisions has seen vendor clients put in place the following best practices:

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Upland Software Acquires Clickability

Just over two years ago, Limelight Networks announced the acquisition of Clickability, a software-as-a-service Web content management (WCM) provider that enables digital marketers to create, manage and publish content on any device, as well as track and personalize visitor experiences. By adding Web content management capabilities to its existing video platform, site acceleration, mobility and advertising services, Limelight was poised to provide an integrated suite of marketing services. So we were surprised when, on December 23, Limelight announced the sale of Clickability to Upland Software, a cloud provider of enterprise work management (EWM) software designed to provide end-to-end management process for prioritizing, allocating, managing, and monitoring resources and work throughout the enterprise.

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