B2B Marketing Automation Platforms: A Marketer’s Guide

Jul 22, 2017 | Publisher: Techcelerate Ventures | Category: Business & Jobs |  | Collection: Martech | Views: 8 | Likes: 1

B2B Marketing Automation Platforms: A Marketer's Guide FIFTH EDITION M A R T E C H I N T E L L I G E N C E R E P O R T : A MarTech Today Research Report B2B Marketing Automation by Salesforce Sales and Marketing together at last. www.pardot.com 2017 Third Door Media, Inc. http://thirddoormedia.com 1 Email: martechtoday@digitalmarketingdepot.com MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer's Guide Table of Contents Scope and methodology ................................................................................................................ 2 B2B marketing automation overview .......................................................................................... 3 Table 1: How do you expect your company's martech budget and investment to change in 2017? ........................................................................................................... 3 Table 2: Most significant barriers to marketing automation success ........................................ 4 Private equity firms acquire enterprise marketing automation vendors .............................. 4 Table 3: Selected B2B marketing automation financial transactions, 2015-2016 .................... 5 B2B marketing automation platform capabilities ...................................................................... 5 Dynamic content creation (Email marketing and landing page development) ...................6 Lead management ..............................................................................................................6 Native CRM integration ....................................................................................................... 7 Mobile marketing ................................................................................................................ 7 Account-based marketing (ABM) ........................................................................................ 7 Social/lead profile integration ............................................................................................. 7 Predictive analytics .............................................................................................................. 7 Third-party software integration ................................................................................................... 8 Table 4: Selected B2B marketing automation capabilities ....................................................... 8 Choosing a B2B marketing automation platform ...................................................................... 9 The benefits of using B2B marketing automation ............................................................... 9 B2B marketing automation platform pricing ....................................................................... 9 Recommended steps to making an informed purchase .................................................... 10 Step One: Do you need a marketing automation platform? ............................................. 10 Step Two: Identify and contact appropriate vendors ........................................................ 11 Step Three: Scheduling the demo ..................................................................................... 12 Step Four: Check references, negotiate a contract ................................................................... 12 Conclusion ...................................................................................................................................... 13 Vendor profiles .............................................................................................................................. 14 Act-On Software ................................................................................................................ 14 Adobe Campaign .............................................................................................................. 17 AutopilotHQ ...................................................................................................................... 20 eTrigue ............................................................................................................................... 22 HubSpot ............................................................................................................................ 24 IBM Watson Campaign Automation .................................................................................. 27 Infusionsoft ........................................................................................................................ 29 Kahuna ............................................................................................................................... 31 Mapp Digital ...................................................................................................................... 33 Marketo .............................................................................................................................35 Oracle Eloqua .................................................................................................................... 37 Salesforce Pardot ............................................................................................................... 39 Salesfusion ......................................................................................................................... 41 SharpSpring ....................................................................................................................... 43 Resources ........................................................................................................................................ 45 MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer's Guide 2017 Third Door Media, Inc. htp://thirddoormedia.com 2 Email: martechtoday@digitalmarketingdepot.com Scope and methodology This report examines the current market for B2B marketing automation platforms and the considerations involved in implementing marketing automation software. It addresses these questions: What factors are driving the adoption of B2B marketing automation platforms? Who are the leading players in B2B marketing automation? What capabilities do B2B marketing automation platforms provide? Does my company need a marketing automation platform? How do I evaluate which platform is best for my business? If you are considering licensing a B2B marketing automation platform, this report will help you decide whether or not you need to. The report has been completely updated from its January 2016 publication to include the latest industry statistics, developing market trends, and new vendor profiles and product updates. For the purposes of this report, B2B marketing automation is defined as follows: The use of software and web-based services to execute, manage, and automate marketing tasks and processes to more effectively market through multiple channels (i.e., email, mobile, social media, and websites). Marketing automation focuses on the definition, scheduling, segmen- tation, and tracking of marketing campaigns, allowing the marketing and sales organizations to nurture leads with personalized content aimed at attracting and retaining customers. The 14 vendors profiled in this report represent some of the choices available for B2B mar- keting automation platforms; they are not a comprehensive list of B2B marketing automation vendors. This report is not a recommendation of any marketing automation platform or com- pany, and is not meant to be an endorsement of any particular product, service or vendor. This report was prepared by conducting in-depth interviews with leading vendors and indus- try experts in December 2016 and January 2017. These, in addition to third-party research, form the basis for this report. February 2017 Editorial Advisors: Scott Brinker, Chief Technology Officer, ion interactive; Conference Chair, MarTech; and Editor, chiefmartech.com Writers: Brian Kelly, Principal, Candlewood Creative Karen Burka, Senior Research Consultant, Third Door Media Editor: Claire Schoen, Director, Marketing Services Content, Third Door Media World leader in Marketing Automation for companies of any size We've Got Solutions for Every Digital Marketing Need From Acquisition to Advocacy, Drive Measurable Results Visit www.marketo.com to learn more about how Marketo can help you drive engagement. Lead Management Email Marketing Consumer Marketing Customer Base Marketing Mobile Marketing 2017 Third Door Media, Inc. http://thirddoormedia.com 3 Email: martechtoday@digitalmarketingdepot.com MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer's Guide B2B marketing automation overview Marketing automation use continues to climb, as B2B marketers try to leverage data and analytics into more personalized campaigns that create positive bottom-line impact. Marketing Automation Trends, published by Ascend2, found that 71% of B2B marketers already use marketing automation systems; another 23% intend to use marketing automation in the future. Nearly three-quarters of marketers expect their companies' marketing technology (martech) budgets to increase in 2017, according to State of Marketing Technology 2017, published by chiefmartec.com and Walker Sands Communications (see Table 1). Another 28% expect their martech spending to remain level, while only two percent say their martech spending will decrease. Table 1: How do you expect your company's martech budget and investment to change in 2017? 2% Increase greatly Increase slightly Stay the same Decrease slightly 50% 28% 20% 27% 30% 31% 32% 38% 42% 52% 0% 10% 20% 30% 40% 50% 60% Budget constraints Marketing-sales alignment Lack of relevant content Lack of employee skills Inadequate contact data quality Complexity of system Lack of an effective strategy Source: State of Marketing Technology 2017, published by chiefmartec.com and Walker Sands Communications Many marketing automation systems have their roots in email marketing, which continues to be a core function. However, B2B marketing automation platform vendors now offer a wide range of capabilities that include advanced features such as account-based marketing, predictive analytics, and open architectures to support the growing martech ecosystem. The platforms are incresingly marketed to CMOs and CMTs Chief Marketing Technologists who are making more technology investment decisions for the organization. Seven out of 10 marketers have led a purchase decision for at least one tool in the past three years, according to State of Marketing Technology 2017. Still, martech industry experts debate the extent of marketing automation penetration and use. State of Marketing Technology 2017, for example, found that just 10% of marketers plan to purchase marketing automation systems in 2017. The study also reported that only three percent of marketers say they are getting full value out of their tools. Better technology strategy, analytics, and training are the top three ways marketers say they could better leverage their tools. Strategy is the biggest obstacle to marketing automation success, according to Ascend2's Marketing Automation Trend survey. More than half of B2B marketers surveyed said the lack B2B marketing automation platform vendors now offer a wide range of capabilities that include advanced features such as account-based marketing, predictive analytics, and open architectures to support the growing martech ecosystem. 2017 Third Door Media, Inc. http://thirddoormedia.com 8 Email: martechtoday@digitalmarketingdepot.com MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer's Guide Table 4: Selected B2B marketing automation capabilities CRM abbreviations: BH (Bullhorn), IN (Infor CRM, formerly Saleslogix), MD (Microsoft Dynamics), MG (Magento), NS (NetSuite), OCRM (Oracle CRM), SF (Salesforce), SG (Sage CRM), SF (Salesforce), and SU (SugarCRM). 2Adobe social media capabilities are available through Adobe Social, a separately priced product. Source: Third Door Media Adobe Campaign2 Infusionsoft Kahuna Salesforce Pardot MAPP Digital Salesfusion SharpSpring Marketo IBM Watson Campaign Automation Oracle Eloqua HubSpot Act-On eTrigue Autopilot 4 MD, OCRM, SF, SAP 4 4 Email /landing pages/site personalization 4 4 4 4 4 4 8 8 4 4 4 4 4 4 8 NA 4 4 Email/Landing pages 8 8 4 4 8 4 8 SF 8 4 4 4 Email /landing pages/site personalization Email /landing pages/site personalization 4 4 4 4 8 4 4 4 4 4 4 4 4 BH, MD, SG, IN, NS, SF, SU CRM, SF 8 4 8 4 4 4 Email /landing pages/site personalization Email Email /landing pages/site personalization 4 4 4 8 4 4 8 8 4 4 4 4 4 4 4 4 4 4 MD, SAP, SF MD, MG, SF, SU 4 8 4 4 Email /landing pages/site personalization Email /landing pages/site personalization 4 4 4 4 4 4 4 4 4 4 4 4 MD, SAP, SF 4 4 Email /landing pages/site personalization 4 4 4 4 4 4 4 HubSpot CRM, SF 4 4 Email /landing pages/site personalization 4 4 4 4 4 4 4 IN, MD, NS, SF, SU, 4 4 Email/landing pages 4 4 4 4 4 4 4 MD, SF, SU 4 4 Email Landing pages 4 8 8 4 4 4 8 SF 8 4 Email 4 4 4 4 4 4 Vendor Mobile marketing Third-party software integration Native CRM integration Account- based marketing API Dynamic content creation Optimization Social integrated w/ lead profiles App marketplace Lead management In-app notifications Built-in predictive analytics Platform access 2017 Third Door Media, Inc. http://thirddoormedia.com 9 Email: martechtoday@digitalmarketingdepot.com MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer's Guide Choosing a B2B marketing automation platform The benefits of using B2B marketing automation The proliferation of digital channels and devices has made it difficult for B2B marketers to accurately target prospects with the right messages, on the right devices, at the right times. Prospects are managing more of the buying process themselves, creating decision short lists by researching brand websites and social channels, without ever speaking to a sales rep. To be effective, B2B marketers must be creative, targeted, and aligned with sales goals; they must also have greater visibility into buyer attributes and behaviors. Faced with these challenging market dynamics and increasing ROI pressure, B2B marketers at companies of all sizes can gain these benefits from a marketing automation platform: Increased marketing efficiency. Automating time-consuming, manual tasks around content creation, management and personalization, campaign scheduling and execution, data hygiene (i.e. duplicate or inconsistent data residing in various silos), communication with sales, and lead nurturing saves time and improves productivity. Enhanced ability to generate more and better qualified leads. Marketing automation can combine multiple criteria, including demographic, firmographic, and behavioral data (pages visited, downloads, filled out forms) with a lead-scoring system to generate and identify sales-qualified leads. A multichannel view of prospect behavior. Today's marketing automation platforms are integrating multiple channels to create more comprehensive prospect profiles and more holistic views of prospect behavior. Better alignment of sales and marketing goals. Marketing automation software can help align sales and marketing efforts to ensure that sales reps are working with sales-ready leads. By working cooperatively to set scoring parameters and define qualified leads, sales and marketing become one team. Marketing works on building relationships with early- stage leads to enable sales to focus their efforts on the most highly qualified prospects. Improved lead conversion and ROI. According to Forrester Research, B2B marketers that implement marketing automation experience a 10% increase in their sales pipeline contribution. B2B marketing automation platform pricing Virtually all marketing automation platforms offer SaaS-based pricing, meaning software is licensed by the customer and hosted by the vendor. Several vendors targeting the enterprise market also offer on-site installation and implementation services. Pricing is often based on the number of contacts in the marketing database, the number of email marketing messages sent each month, and/or the number of users. Many vendors require annual contracts (although some offer month-to-month pricing) and may offer discounts in exchange for the longer-term commitment. The proliferation of digital channels and devices has made it difficult for B2B marketers to accurately target prospects with the right messages, on the right devices, at the right times. 2017 Third Door Media, Inc. http://thirddoormedia.com 10 Email: martechtoday@digitalmarketingdepot.com MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer's Guide Understanding your current marketing processes, knowing how to measure success, and being able to identify where you are looking for improvements, are all critical pieces of the marketing automation platform decision-making process. Recommended steps to making an informed purchase Understanding your current marketing processes, knowing how to measure success, and being able to identify where you are looking for improvements, are all critical pieces of the marketing automation platform decision-making process. The following section outlines four steps to help your organization begin that process and choose the marketing automation platform that is the right fit for your business needs and goals. Step One: Do you need a marketing automation platform? Deciding whether or not your company needs a marketing automation platform calls for the same evaluative steps involved in any software adoption, including a comprehensive self- assessment of your organization's business needs, staff capabilities, management support, and financial resources. Use the following questions as a guideline to determine the answer. 1. Have we outgrown our current marketing system? Marketing automation is often a solution for companies that are growing rapidly and need to scale their efforts. If you have data in multiple databases that cannot be consolidated, or are using an email system that can't deliver the level of behavioral targeting you need, it may be time for marketing automation. 2. What marketing automation capabilities are most critical to our business? Identify and prioritize your software requirements and the key capabilities you'll need from the new system. Do your sales reps need real-time access to marketing data? Then native CRM integration is a must have. Do you have a sophisticated social media presence? Then social marketing management and integration will be important. By knowing what you need, you'll be in a better position to control the selection process and choose the platform that will most benefit the organization. 3. What kind of marketing automation platform do we need? Marketing automation is not a one-size-fits-all solution; it's important to find the right fit. Nearly all companies offer the same basic capabilities for email, website tracking, and a marketing database. Additional capabilities vary, however, so it's important to identify what you need. Is inbound marketing (social media, blogging, SEO) more important than outbound (email)? Are reporting and analytics the key feature you need? Is lead scoring a crucial part of your marketing process? Do you need greater capabilities in audience segmentation and personalization? 4. What are our goals? It is critical to know upfront what your goals for the marketing automation system are. Do you want to improve the quality of leads handed off by marketing to sales? Or increase revenue by increasing conversion at key stages in the buying cycle? Do you want to improve visibility into the buying and sales cycles to optimize marketing engagement? Or do you want to reach the growing portion of your leads that are mobile users? Bring key stakeholders together to establish the organization's goals. 5. How will this platform integrate with our existing systems? If you already have some marketing technology in place, (e.g., standalone tools for social media management, SEO, webinar hosting) be sure to identify them so you can ask the marketing automation vendor about integration. Virtually all marketing automation vendors offer APIs, but they may be an add-on to the price of the platform. 2017 Third Door Media, Inc. http://thirddoormedia.com 12 Email: martechtoday@digitalmarketingdepot.com MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer's Guide 6. Does management support this purchase? Every marketer should have an executive sponsor to secure support at the C-level. If you are not the ultimate decision maker for this purchase, you will need management to buy into the idea before you go any further. Present a compelling case that the benefits of new software vastly outweigh the costs. This could include converting more leads, making sales more efficient, and improving campaign ROI. 7. Do we have the internal skillset and staff necessary? To maximize your ROI, internal staff will need training and a willingness to develop and execute new business processes. If your marketing and sales organizations have been operating in silos, they will need to work more cooperatively on lead scoring and routing systems, lead qualification definitions, and more effective marketing collateral and communications. Identify someone in the organization who will take the lead on the selection process, as well as who will be using the system once it has been adopted. 8. How will we measure success? This is one of the toughest questions, and ties in directly to understanding why you are adopting a marketing automation platform. If your goal is to increase conversions, you'll need to know what your conversion rate is before automation in order to measure its impact. If it's to improve email efficiency, be prepared with metrics on open rates, clicks, etc. In addition to measuring against your marketing goals, it's wise to measure the depth and breadth of platform usage. Many marketers only use basic email capabilities, which ends up being a costly investment. 9. Have we realistically assessed the cost? Some marketing automation platforms are all inclusive, while others feature add-on tools and services that can significantly increase costs. In addition to the cost of the software license itself, consider the costs of ongoing services and training, as well as the indirect costs associated with getting staff up and running on the new system (i.e., more cooperation and data sharing between marketing and sales). If you don't have your own IT or design staff, be sure to ask questions about what these services cost on an hourly basis. For example, if the platform offers templates, find out how many, and how much it costs to customize template design. Step Two: Identify and contact appropriate vendors Once you have determined that marketing automation software makes sense for your business, spend time researching individual vendors and their capabilities by doing the following: Make a list of all the marketing capabilities you currently have, those that you would like to have, and those that you can't live without. This last category is critical, and could help you avoid a costly mistake. Take your list of capabilities and then do some research. The "Resources" section at the back of this report includes a list of blogs, articles, and industry research that will help. (Many of the vendors profiled in this report also provide whitepapers and interactive tools that can help.) Narrow your list down to the vendors that meet your criteria. Submit your list of the marketing automation capabilities you've identified, and set a timeframe for them to reply. Decide whether or not you need to engage in a formal RFI/RFP process. This is an individual preference, but be sure to give the same list of capabilities to each vendor to facilitate comparison. 2017 Third Door Media, Inc. http://thirddoormedia.com 13 Email: martechtoday@digitalmarketingdepot.com MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer's Guide The most effective RFPs only request relevant information from the vendors and provide ample information about your business and its marketing automation needs. Let the vendor know how you plan to use marketing automation, including your high-level strategic goals and KPIs and how you will evaluate the success of your marketing automation efforts. Include details about timelines and the existing digital technology you have deployed. When written properly, an RFP will facilitate the sales process and ensure that everyone involved on both sides come to a shared understanding of the purpose, requirements, scope, and structure of the intended purchase. From the RFP responses, you should be able to narrow your list down to three or four platforms that you'll want to demo. Step Three: Scheduling the demo Set up demos with your short list of vendors within a relatively short timeframe after receiving the RFP responses, to help make relevant comparisons. Make sure that all potential internal users are on the demo call, and pay attention to the following: How easy is the platform to use? Does the vendor seem to understand our business and our marketing needs? Are they showing us our "must-have" features? If we ask a specific question, can they demonstrate the answer on the call? Other questions to ask each vendor include: 1. How easy is it to integrate this software into my organization? 2. What is the onboarding process? 3. How long does implementation take? 4. What kind of support and training are included in the base price? 5. How do I maximize adoption in my organization? 6. Will we have a dedicated account rep available to us? 7. Do current customers utilize the full functionality? 8. What new features are you focusing on for the coming year? 9. Can we do a test run for a few days on our own (i.e., a free trial)? Don't hesitate to ask for a demonstration of the specific capabilities that you have identified in your RFI/RFP. Consider requesting product demos showing basic tasks and demonstrating core reports: 1. Create and edit a new email from scratch. 2. Import a contact list from a CSV file. 3. Create and edit a new landing page from scratch. 4. Execute a simple campaign with an email, mailing list, and landing page. 5. See a report showing email opens and clickthroughs. 6. See a report showing web traffic and/or specific leads from an email campaign. This is an ongoing relationship; it's important to feel that your questions are being answered. Step Four: Check references, negotiate a contract Before deciding on a particular vendor, speak with one or two customer references, preferably someone in a business similar to yours. The vendor should be able to supply you with several references if you cannot identify ones yourself. Use this opportunity to ask any additional questions, and to find out more about any questions that weren't answered during the demo. When written properly, an RFP will facilitate the sales process and ensure that everyone involved on both sides come to a shared understanding of the purpose, requirements, scope, and structure of the intended purchase. 2017 Third Door Media, Inc. http://thirddoormedia.com 14 Email: martechtoday@digitalmarketingdepot.com MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer's Guide Make sure that the person you've been referred to is someone who is a primary user of the platform. Consider also asking these basic questions: Why did you move to a marketing automation platform? Did you migrate to this platform from another? If so, how was the conversion process? Why did you select this platform over others? How long did the system take to implement? Has this platform lived up to your expectations? Did you receive the level of support you needed? What CRM system is this platform integrated with? Are you pleased with that integration? Were there any surprises that you wish you'd known about beforehand? Where have you seen the most success? The biggest challenges? How are you measuring your own success? How responsive is customer service? Has there been any down time? What is the most useful, actionable (favorite) report the platform generates? What do you wish they did differently? Why would you recommend this platform? Although not all vendors require an annual contract, many do. Once you've selected a vendor, be sure to get in writing a list of what technology and support are covered in the contract. Ask about what kinds of additional fees might come up. Are there charges for custom design, and, if so, how much? What is the hourly charge for engineering services, and is there a minimum? What partner organizations are available to install and integrate the platform? If you need to train a new hire mid-year, what will that cost? Obtaining the answers upfront and having them in writing will ensure fewer surprises or additional costs down the road. Conclusion B2B marketing automation continues to grow at a rapid pace, as marketers try to capture, analyze, and act upon the unprecedented volume of customer data coming from an expanding array of marketing channels. These opportunities have also created challenges. Many B2B marketers with traditional marketing backgrounds struggle to move beyond core tactics (e.g., search, website, and email marketing) to more advanced marketing practices such as audience segmentation or personalization. Platform ease-of-use, data quality, and a lack of clear strategy are other factors that hinder marketing automation penetration and use. Yet, there are numerous benefits to automating manual B2B marketing tasks, such as email campaign development and execution, landing page creation, and lead capture, scoring, and nurturing. Understanding your current marketing processes, knowing how to measure success, and being able to identify where you are looking for improvements, are all critical pieces of the decision-making process. Perform your due diligence when it comes to identifying, researching, and interviewing marketing automation vendors. A successful conclusion to this process can result in greater long-term ROI and ongoing business productivity. n Although not all vendors require an annual contract, many do. Once you've selected a vendor, be sure to get in writing a list of what technology and support are covered in the contract. 2017 Third Door Media, Inc. http://thirddoormedia.com 15 Email: martechtoday@digitalmarketingdepot.com Vendor Profiles MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer's Guide Target customer Emerging growth and mid-market B2B companies across a variety of industries including business and financial services, manufacturing, higher education, sports and entertainment, technology, and healthcare. Key customers Avery Dennison Dallas Mavericks NYU Six Flags Discovery Kingdom Truity Credit Union Xerox Key executives Andy MacMillan CEO David Satterwhite, CRO Kate Johnson, CFO Michelle Huff, CMO Company overview Founded in 2008. $74 million in venture funding. Additional offices in Roseville and San Mateo, CA; Scottsdale, AZ; Boston, MA; Reading, U.K.; and Bangalore, India. Product overview Integrated workspace introduced in April 2016 to support new use cases for the CMO and the marketing organization. Launched Account-Based Marketing (ABM) Automation in May 2016, offering the ability to execute automated, multi-channel account engagements at scale, with enhanced nurturing and scoring capabilities at the account level. In October 2016, debuted Act-On for Microsoft Solutions, a product bundle designed to complement Microsoft tools such Microsoft Dynamics CRM. Quick Start menu provides one-click access to Act-On features, including email and landing page templates that can be dynamically customized and executed as bulk, drip or triggered campaigns. Includes responsive design to support multiple devices. UI allows dashboard customization of home layout and components organized by marketing activities to enhance content management and navigation. Tracks website visitors using add-on widget. Anonymous visitors can be reverse-matched using an IP address database. Lead management system nurtures, scores, and segments prospects based on demographic, firmographic, and behavioral data. Marketing and sales users jointly set the scoring parameters for lead qualification. Act-On Inbound optimizes content, blogs, and website for search engines; manages keywords for both SEO and AdWords; and measures campaign effectiveness. Act-On Anywhere is a Chrome browser extension that makes Act-On engagement data, assets and functionality available within the user's current browsing context. Data storage is cloud based. Act-On Software 121 SW Morrison Street, Suite 1600 Portland, OR 97204 T (877)-530-1555 www.act-on.com 2017 Third Door Media, Inc. http://thirddoormedia.com 16 Email: martechtoday@digitalmarketingdepot.com Vendor Profiles MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer's Guide Product Details Social media strategy Social Media module added in August 2016 offers publishing, listening, and reporting capabilities for marketers looking to tie social media into the lead-to-revenue process. Tracks social behaviors across Facebook, LinkedIn, Twitter, and Google+ to score, segment, and nurture leads and customers. Tracks social lead conversions and attributes revenue to specific campaigns and channels. Social listening manages multiple social streams from Twitter, Facebook, and LinkedIn, with the ability to pin social posts and updates for follow up. Users can add social-sharing buttons to email campaigns and landing pages to connect and broadcast campaigns to their social media channels, including Facebook, Twitter, Pinterest, Google+, YouTube, Instagram and LinkedIn. Act-On Insight dashboard provides social media and web-based traffic benchmarking against specified competitors. Reporting and analytics Standard reports track site visitor activity, including time on site and pages viewed, top referring sites, email responses, webinar attendance, landing page visits, and forms submitted. Funnel reports allow users to define funnels based on business process, track prospects through conversions, measure overall flow and velocity through the funnel, and compare results across time periods. Act-On Data Studio is an advanced data access and analytics tool that enables users to visualize, select, configure, and move data from Act-On to any BI platform. Reports can be downloaded through Excel or CSV; users wanting to run regression or correlation analysis need to use external tools such as Excel. Management and provisioning capabilities designed for marketing agencies with multiple client accounts. Third-party software integration Native integration with Salesforce, SugarCRM, Microsoft Dynamics CRM, NetSuite, and Infor CRM (formerly Saleslogix). Salesforce/CRM platform acts as the database of record. Users choose which marketing segments to import into Act-On database for campaign development and execution. Segments are continually synched, allowing marketers to manage, recycle, and reassign sales leads based on prospect behavior. High-scoring leads are pushed into a sales "hot prospect list" using the system's lead-scoring schema. Point-and-click integration with WebEx and GoToWebinar. Native integration with data services such as Data Prospect and ZoomInfo, as well as web analytics systems including Google Analytics and IBM Data Analytics. RESTful APIs use OAuth for authentication to enable third-party app development. Content marketing; BI, video marketing, data/analytics, social media, call tracking, and sales enablement integrations available. Pricing and support Two pricing tiers: Professional and Enterprise. Professional starts at $600/month for 1,000 active contacts. Enterprise starts at $2,000/month for 10,000 active contacts. Dedicated Customer Success Manager or team assigned to accounts depending on edition at no additional Act-On Software 121 SW Morrison Street, Suite 1600 Portland, OR 97204 T (877)-530-1555 www.act-on.com 2017 Third Door Media, Inc. http://thirddoormedia.com 17 Email: martechtoday@digitalmarketingdepot.com Vendor Profiles MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer's Guide Product Details cost. Phone, chat, and 24/7 email support included in the base price. Training and eLearning includes Act-On University (self-paced and video tutorials) and Act-On Center of Excellence (an online knowledge base of webinars, checklists, best practices, and product guides) as well as a user- populated wiki where users can share their issues and solutions. Act-On Certification courses also available. Act-On Software 121 SW Morrison Street, Suite 1600 Portland, OR 97204 T (877)-530-1555 www.act-on.com 2017 Third Door Media, Inc. http://thirddoormedia.com 18 Email: martechtoday@digitalmarketingdepot.com Vendor Profiles MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer's Guide Target customer Enterprise B2C and B2B and B2B2C marketers in the retail, travel/hospitality, media and entertainment, financial services, and government verticals. Key customers BP Epsilon Elsevier HD Supply London Heathrow Airport Travelocity William Reed Key executives Brad Rencher, SVP and General Manager, Adobe Digital Marketing Suresh Vittal, VP, Strategy, Adobe Marketing Cloud Stephan Dietrich, VP, Adobe Campaign Dave Bieselin, Senior Director, Engineering, Adobe Campaign Company overview Adobe Systems was founded in December 1982. Adobe acquired Neolane for $600 million in cash in June 2013. Neolane was founded in 2001 in France and entered the U.S. market in 2007. Neolane was rebranded as Adobe Campaign and is one of eight solutions in the Adobe Marketing Cloud. Adobe Marketing Cloud is a subscription-based service enabling users to leverage centralized and shared data, content assets, and profiles. Adobe Marketing Cloud's additional solutions are: Adobe Analytics, Adobe Target, Adobe Social, Adobe Experience Manager, Adobe Audience Manager, Adobe Media Optimizer, and Adobe Primetime. Adobe has more than 40 worldwide offices in North America, Europe, Asia, South America, the Middle East, and Africa. Product overview Adobe Campaign offers the following six components: integrated customer profile, targeted segmentation, cross-channel orchestration, contextual email, real-time interaction management, and operational reporting. Flexible architecture enables a "hybrid" deployment model so customer data can be held on premise while using Adobe Campaign for execution in the cloud. Cross-channel campaign management enables users to execute online and offline personalized inbound and outbound marketing programs across email, web, social, mobile, SMS, direct mail, kiosk, call center, and point-of-sale channels. Adobe Campaign Standard, a cloud-based offering ideal for email marketers, offers a native cloud user interface, data management, workflow and journey design, segmentation and targeting, and channel execution. Professional services available for advanced cross-channel campaign management functionality, with a step-by-step maturity assessment and process. Native integration with Adobe Experience Manager, Adobe Audience Manager, Adobe Analytics, and Adobe Target to facilitate additional digital marketing capabilities. Adobe Headquarters 345 Park Avenue San Jose, CA 95110-2704 Tel: 408-536-6000 https://www.adobe.com/ marketing-cloud/campaign- management.html#x 2017 Third Door Media, Inc. http://thirddoormedia.com 19 Email: martechtoday@digitalmarketingdepot.com Vendor Profiles MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer's Guide Product Details Adobe Audience Manager: Offers direct integration to share audiences, conducts look- alike modeling, and leverages anonymized data for retargeting strategies. Adobe Experience Manager: Enables joint clients to work from a single digital asset management repository and integrates data from both anonymous visitors and identified customers. Adobe Analytics: Provides real- time remarketing capabilities for addressing use cases such as cart or browsing abandonment issues. Adobe Target: Provides contextually relevant emails, automated A/B tests, and product recommendations in emails based on web browsing behavior. Adobe Marketing Cloud core services connect Adobe Campaign with other Adobe Marketing Cloud solutions. Adobe Campaign leverages the following core services: Assets Core Service, a content repository, enables users to pull content from the Adobe Creative Cloud into campaigns, emails or channel strategies. Mobile Core Service enables marketers to monitor analytics, serve personalized offers, and entice inactive users. Included with this service is a mobile SDK that can be integrated with Campaign to allow for personalized push notification and in-app messaging. This integration allows for the planning, execution, and monitoring of mobile campaigns from one central hub. Triggers Core Service is a Marketing Cloud Activation core service that allows marketers to identify, define, and monitor key consumer behaviors, and then generate cross-solution communication to re-engage visitors. Marketers can use triggers in real-time decisions and personalization across multiple channels. People Core Service allows Adobe Campaign to publish and share audiences (segments) with the other solutions of the Marketing Cloud, as well as take in behavioral segments from the Cloud back into Campaign. Social media strategy Social marketing campaign development and execution is available through Adobe Social, a separate solution in the Adobe Marketing Cloud. Reporting and analytics Provides more than 50 out-of-the- box reports including messages sent, throughput, opens, clicks, devices used, tracking indicators, as well as lead reports for lead management activities and a conversion funnel. Through integration with Adobe Analytics, users can create a holistic view of marketing campaigns with intuitive and interactive analytics dashboards and reports. Third-party software integration CRM connectors for Salesforce, Microsoft Dynamics CRM, SAP, and Oracle CRM on Demand, providing real-time, bi-directional synchronization of lead, account, and opportunity data. RedShift connector enables users to leverage Big Data by storing transactional data in Amazon Redshift and access the information to segment, target, and personalize messages in Adobe Campaign. Uses web services for straightforward data and process integration with operational front- and back-end systems. Can run in a distributed architecture Adobe Headquarters 345 Park Avenue San Jose, CA 95110-2704 Tel: 408-536-6000 https://www.adobe.com/ marketing-cloud/campaign- management.html#x 2017 Third Door Media, Inc. http://thirddoormedia.com 20 Email: martechtoday@digitalmarketingdepot.com Vendor Profiles MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer's Guide Product Details mode to enable redundant key processes and load balancing, depending on business and technical constraints. Pricing and support Three license bundles Standard, Premium, and Ultimate based on level of complexity and the functionality required to meet user needs. Pricing based on "Active Profiles" or contacts in the database. Maintenance is included in each license bundle. Adobe Campaign has a "No CPM" pricing approach. 24/7 support includes support, access to major and minor product releases, and software maintenance. Adobe Headquarters 345 Park Avenue San Jose, CA 95110-2704 Tel: 408-536-6000 https://www.adobe.com/ marketing-cloud/campaign- management.html#x 2017 Third Door Media, Inc. http://thirddoormedia.com 21 Email: martechtoday@digitalmarketingdepot.com Vendor Profiles MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer's Guide Target customer SMBs and mid-market B2B and B2C marketers spanning high-tech, SaaS, retail/e- commerce, business services, financial services, and more. Key customers Crunchbase Freshdesk Laser Clinics Australia LiveChat Lyft Key executives Michael Sharkey, CEO and Co-founder Chris Sharkey, CTO and Co-founder Peter Sharkey, CPO and Co-founder Guy Marion, CMO/Head of Business Company overview Founded in 2012. Raised a total of $20.5 million in venture funding from Salesforce Ventures, Rembrandt Venture Partners, Southern Cross Venture Partners, Blackbird Ventures, and Stage One Capital. Over 2,000 global customers in 2016. Engineering office in Sydney, Australia. Product overview Visual marketing software with an open, connected platform to help companies acquire, nurture, and grow high-paying customers using email, web, SMS, and direct mail channels. Drag-and-connect canvas to create customer journeys from scratch or pre-built templates. Connects over 700 purpose-built tools to capture leads, segment databases, and trigger highly personalized journeys. Contact management is a central place to organize the database, manage leads, create custom fields, and build dynamic or static segments and lists. Autopilot HQ 589 Howard Street, 2nd Floor San Francisco, CA 94105 (T) 800-714-9546 https://autopilothq.com 2017 Third Door Media, Inc. http://thirddoormedia.com 22 Email: martechtoday@digitalmarketingdepot.com Vendor Profiles MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer's Guide Product Details Social media strategy Social media profile and lead data is automatically synchronized with contacts that are captured or imported into the Autopilot platform. Reporting and analytics Behavioral insights with a real-time activity feed that provides event monitoring for both known and anonymous visitors, pulling from Autopilot's universal tracking code that can be added to any online property. See channel engagement through a reporting center and embedded insights within the visual canvas editor. Sales funnel reporting on website visitors, conversions, leads, opportunities, and closed/won business. Email and Headsup performance reporting, with drill down to key metrics, time trends, click rates, users, and URL (content) performance. Touchpoint, attribution, and conversion rate analysis. Third-party software integration Native integration with Salesforce (CRM), Twilio (SMS mobile messaging), Segment (event tracking), Zapier (app connectors), Slack (team messaging), and Lob (print postcards). Salesforce integration enables bi- directional synchronization of leads, contacts, and accounts. Segment and Zapier integrate over 700 marketing technologies into Autopilot, including MailChimp, Shopify, Mixpanel, Pipedrive, EventBrite, Wistia, Wufuu, and GoToWebinar. Pricing and support Pricing is based on number of contacts. No setup fees required. Two plan levels: Base or Business. Base starts at $20/month for up to 1,000 contacts (paid annually) or $25/ month (paid monthly), and includes: Unlimited journeys. Unlimited emails, Headsup messages (in-app and on-site messaging), and 250 SMS messages per month (connect your Twilio account for unlimited SMS). Slack and Zapier integration. Smart segmentation, contact management, and built-in reporting. Business starts at $40/month for up to 1,000 contacts (paid annually) or $50/ month (paid monthly), and includes everything in Base plus: Salesforce integration. Segment integration. API access. A/B testing. Premium support. Free 30-day trial available, no credit card required. Round-the-clock support, online help center, and access to Flight School - a series of videos, research reports and online tutorials about both the platform and marketing automation best practices. 25,000 contact plans and above receive a dedicated customer success manager. Start-up pricing available for qualified companies. Autopilot HQ 589 Howard Street, 2nd Floor San Francisco, CA 94105 (T) 800-714-9546 https://autopilothq.com 2017 Third Door Media, Inc. http://thirddoormedia.com 23 Email: martechtoday@digitalmarketingdepot.com Vendor Profiles MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer's Guide Target customer Small and mid-market B2B companies and divisions within enterprise organizations. Key customers Cisco MicroSurvey Oronite Shell Lubricants Key executives Jeff Holmes, President and CEO Jim Meyer, VP and General Manager Ron Cootes, VP, Engineering Tony Tissot, Senior Director, Marketing Company overview Incorporated in 2011. The eTrigue solution was originally developed by a marketing and demand generation agency for use with their customers. It was spun out in 2011 as a separate company to leverage the software solution. DemandCenter Seven, a fully redesigned version of the application, will be available in the second quarter of 2017. Self-funded. Product overview DemandCenter is a S

This report examines the current market for B2B marketing automation platforms and the considerations involved in implementing marketing automation software. It addresses these questions:

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