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MARTECH INTELL IGENCE REPORT N I N T H E D I T I O N A MARTECH TODAY RESEARCH REPORT B2B MARKETING AUTOMATION PLATFORMS: A MARKETER’S GUIDE Stay Stay strong. Stay healthy. Stay home. Stay informed. Stay connected. Stay hopeful. Stay safe. salesforce.com © 2021 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 Figure 1. Marketing budget allocations across major resources by industry ................. 3 What role do MAPs play in today’s martech stack? ............................................................... 4 Figure 2: Marketing automation spending to top $25B by 2023 ................................... 4 Figure 3: The changing components of martech ecosystems ........................................ 5 How Marketing Automation Platforms integrate.................................................................. 6 Big mergers are done; plenty of smaller ones on the horizon ............................................. 7 Select marketing automation financial transactions ............................................................. 7 B2B marketing automation platform features ....................................................................... 8 Dynamic content creation ................................................................................................... 8 Figure 4: Select B2B marketing automation platform features ...................................... 9 Lead management ............................................................................................................ 10 Predictive analytics ............................................................................................................ 10 Mobile marketing .............................................................................................................. 10 Account-based marketing (ABM) ..................................................................................... 11 Social/lead profile integration ........................................................................................... 11 Native CRM integration ..................................................................................................... 11 Third-party software connectivity ...................................................................................... 11 Proactive recommendations based on AI .......................................................................... 11 Choosing an enterprise B2B marketing automation platform ............................................ 12 The benefits of using B2B marketing automation .............................................................. 12 B2B marketing automation platform pricing ...................................................................... 12 Recommended steps to making an informed purchase ..................................................... 13 Step One: Do you need a marketing automation platform? ............................................. 13 Step Two: Identify and contact appropriate vendors ......................................................... 14 Step Three: Scheduling the demo ...................................................................................... 15 Step Four: Check references, negotiate a contract ............................................................ 16 Conclusion .............................................................................................................................. 17 Vendor profiles ...................................................................................................................... 18 Acoustic .............................................................................................................................. 18 Acquia ................................................................................................................................ 21 Act-On Software ................................................................................................................. 23 HubSpot ............................................................................................................................. 25 Keap ................................................................................................................................... 27 Mailchimp ........................................................................................................................... 29 Marketo .............................................................................................................................. 31 Oracle Eloqua ..................................................................................................................... 34 Salesforce Pardot ................................................................................................................ 37 SharpSpring ........................................................................................................................ 40 Sugar Market ...................................................................................................................... 42 MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer’s Guide © 2021 Third Door Media, Inc. • http://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 the following questions: • What factors are driving B2B marketing automation platform use? • What capabilities do B2B marketing automation platforms provide? • Does my company need a marketing automation platform? • Who are the leading players in B2B marketing automation? • 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 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 repetitive 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, segmentation and tracking of marketing campaigns, allowing the marketing and sales organizations to nurture leads with highly personalized content aimed at attracting and retaining customers. The 11 vendors profiled in this report represent some of the choices available for B2B marketing 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 company 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 industry experts in November and December 2020. These, in addition to third-party research, form the basis for this report. Editorial Advisor: Kim Davis, Editorial Director of MarTech Today Writer, Editor and Analyst: Pamela Parker, Research Director, Third Door Media The affordable, powerful alternative to expensive marketing automation platforms. sharpspring.com See why 1,400+ marketing agencies and 6,500+ businesses choose us. Unlimited users | Unlimited support | No annual contract All the Features, Fraction of the Cost $ © 2021 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 Investments in marketing technology continue to be a priority for businesses across the board, as they strive to meet increased demands for personalization and a need to collect, authenticate and analyze rapidly increasing amounts of consumer data to improve the customer experience (CX). For B2B players, this often means a marketing automation platform. Though the COVID-19 pandemic resulted in budget cuts midway through 2020, CMOs surveyed by Gartner in its annual survey are optimistic about a return to normalcy. Fully 73% of CMOs surveyed expect the negative impacts of the pandemic to be short-lived. More than half (57%) of the respondents expect business performance to return to normal in the next 18 to 24 months. Martech spending has stayed strong over the past year, continuing to command 26.2% of marketing budgets, even through uncertain times. Digital channels in general accounted for nearly 80% of marketing budgets in 2020, perhaps partly reflecting the shift to digital we’ve seen due to widespread working from home and social distancing. In most industries, Gartner found that marketers are prioritizing martech over other resources (agencies/services, paid media, labor), spending the largest chunk of their budget on technology. Only in financial services, where martech receives the lowest priority, and in retail, where paid media gets precedence, is martech spending not equal to, or higher than, the allocations made to other areas. Figure 1: Marketing budget allocations across major resources by industry n = 420 marketing leaders (excludes ”don’t know”): base sizes vary by industry Q. How is your total marketing expense budget for the current fiscal yearbeing allocated to or spent on each of the following major resource categories? Source: 2020 Gartner CMO Spend Survey Note: Does not include percentages for ”other.” Financial services High tech CP Manufacturing Media Retail Travel & Hospitality Healthcare IT and business services 30% 15% 0% Mean percentage of budget summary Agencies/services Paid media Labor Marketing technology Martech spending has stayed strong over the past year, continuing to command 26.2% of marketing budgets, even through uncertain times. Marketing isn’t about technology. It’s about your customers. Let’s be real: it doesn’t matter which marketing platform you use. What matters is that you build lasting relationships with your customers and drive the actions that grow your business and theirs. We believe the best marketing takes more than technology. It takes passionate people who care about solving problems. That’s why we built a marketing platform designed to amplify a marketer’s intuition. We’re bringing humanity back to marketing. Marketing technology, reimagined. acoustic.com © 2021 Third Door Media, Inc. • http://thirddoormedia.com 4 Email: martechtoday@digitalmarketingdepot.com MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer’s Guide What role do MAPs play in today’s martech stack? In May of 2019, Forrester’s Laura Cross, VP and principal analyst on demand and account-based marketing, speculated in a blog post: “Will Marketing Automation Platforms Go Extinct or Rapidly Evolve to Keep Up With Demand Marketers’ Needs?” In the post, she noted that MAPs became the “center of the universe” for many B2B marketers after their debut in the early 2000s, but since have “not evolved to keep up with the needs of the modern demand marketer.” Indeed, marketing automation platforms are so well-established as to be rarely discussed. For example, it’s difficult to find independent projections on marketing automation spend, with the latest numbers from Forrester projected global spend to reach $25.1 billion by 2023, up from $11.4 billion in 2017, and that was published in April of 2018 as its Marketing Automation Technology Forecast, 2017-2023 (Global) (see Figure 2). Figure 2: Marketing automation spending to top $25B by 2023 ($ billion) 0 5 10 15 20 25 30 $11.4 2017 2023 $25.1 Source: Forrester Data: Marketing Automation Technology Forecast, 2017-2023 (Global), Forrester. Perhaps instead of going extinct, players have begun encroaching into categories like “multimedia marketing hubs” or “CRM lead management” or “account-based marketing.” Meanwhile, the must-have much-hyped platform, the customer data platform (CDP), has its eyes on B2B marketers, promising to handle vast amounts of data to deliver highly- personalized customer experiences. Adobe’s Real-time CDP announced new features aimed at B2B brands in November 2020, which include a pre-built connector to its B2B Marketing Automation Platform, Marketo Engage. Dun & Bradstreet, with its D&B Lattice CDP, also understandably has a primarily B2B focus. Meanwhile, the must-have much- hyped platform, the customer data platform (CDP), has its eyes on B2B marketers, promising to handle vast amounts of data to deliver highly-personalized customer experiences. © 2021 Third Door Media, Inc. • http://thirddoormedia.com 5 Email: martechtoday@digitalmarketingdepot.com MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer’s Guide Though CDP platforms are still relatively new, adoption has been rapid and these tools could eventually pose a threat to marketing automation platforms as they provide some of the same tools and functionalities. All that said, to some companies B2B Marketing Automation Platforms are still the center of the universe, so businesses must decide for themselves. At Gartner’s recent Marketing Symposium/Xpo, analysts highlighted the martech practices of what it calls “Genius” and “Gifted” (high-performing) brands, noting that: “No single technology product, save web analytics and digital marketing tag management, was adopted by 100% of Genius and Gifted brands. Instead, brands with high digital intelligence and complex martech stacks combine some of the core marketing technologies for analytics, data management, advertising, personalization and multichannel marketing.” The analyst firm also asked marketers about the technologies they were most likely to cut, keep and buy if faced with a budget decrease. Interestingly, B2B Marketing Automation showed up in both the “Keep” and the “Cut” columns, as some respondents found them essential and others thought they could do without them. Senior Director Analyst Colin Reid noted that this split was largely along B2B versus B2C lines, with companies focused largely on B2B putting the technology in the “Keep” column. Though CDP platforms are still relatively new, adoption has been rapid and these tools could eventually pose a threat to marketing automation platforms as they provide some of the same tools and functionalities. Figure 3: The changing components of martech ecosystems What marketers said they’d keep, cut and buy if faced with a budget decrease. Keep Cut Buy 1 Customer Data Platform Employee Advocacy Tools Multitouch Attribution 2 Web Analytics Multitouch Attribution Social Marketing Management Platform 3 Email Marketing Platform Account-Based Marketing Platforms Employee Advocacy Tools 4 Data Management Platform Influencer Marketing Platforms Personalization Platform 5 Social Marketing Management Platform Personalization Platform Digital Asset Management 6 B2B Marketing Automation including Lead Management Platforms Social Marketing Management Platform Social Analytics Platform 7 Multichannel Marketing Platform B2B Marketing Automation including Lead Management Platforms Mobile Marketing Analytics 8 Digital Commerce Platform Digital Asset Management Customer Data Platform 9 Social Analytics Platform SEM/SEO Tools Distributed Marketing Platform 10 Digital Asset Management Work or Project Management Platform SEM/SEO Tools 11 SEM/SEO Tools Loyalty or Advocacy Marketing Platform Loyalty or Advocacy Marketing Platform n = 387 Marketing technology leaders. Base sizes vary by segment Q. KEEP: What are the top marketing technologies you will prioritize keeping in your martech stack because if faced with a budget decrease? Q. CUT: What are the top marketing technologies you will prioritize cutting in your martech stack because if faced with a budget decrease? Q. BUY: Thinking about the totality of the capabilities made available by each of the following Data and Analytics solutions, what level of utilization currently exists within your company Source: Gartner 2020 Marketing Technology Survey © 2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. © 2021 Third Door Media, Inc. • http://thirddoormedia.com 6 Email: martechtoday@digitalmarketingdepot.com MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer’s Guide At the companies that depend on them, marketing automation platforms form the backbone of marketing operations, increasingly serving as sophisticated marketing orchestration platforms. A range of platforms is available to marketers depending on their firm’s size, budget and level of digital marketing sophistication. The more basic functions of marketing automation have become somewhat commoditized, so platform vendors mostly look to differentiate their platforms based on the ability to scale, usability, ease of implementation, machine learning capabilities to suggest audiences or messaging, and customer experience. Platform vendors are also looking to differentiate themselves by offering more support for increasingly sophisticated customers who have adopted the software and who are looking to justify the investment by proving ROI. Vendors continue to expand training programs, as well as add-on professional services available to customers, to improve platform use. Online communities – for both customers and developers – have also become increasingly important to strengthen platform support, advocacy and market penetration. Many marketing automation platform vendors have roots in email marketing, which continues to be a core function and is often the only function that customers use. However, many platforms offer an evolving range of features, including advanced lead management, account- based marketing (ABM) tools, predictive analytics and open architectures to support the growing martech ecosystem. Marketing automation platform users have become more tech savvy, as marketing skill sets have evolved significantly in recent years. As marketing becomes ever more tech- and data- centric, this has led to the rise in prevalence of the Marketing Operations specialist, combining business operations and IT skills to clean, harness and democratize data. How Marketing Automation Platforms integrate Account-based Marketing is increasingly replacing persona-based marketing, leading the way for greater demand of ABM capabilities among marketing technology platforms, and driving a convergence of marketing and sales. Sales and customer service professionals frequently use marketing automation platforms to better understand how customers are reacting to products and service. Most marketing automation platforms now have native integrations with CRM platforms, which is essential for ABM, as these three departments (sales, marketing, customer service) work together more to look at the entire customer experience. At the same time, with marketing automation platforms in general prioritizing user experience and scalability, there has been less of a focus on building out new technology than previously predicted. For example, personalization is one of the biggest trends driving marketing today. But while some marketing automation platforms do provide personalization capabilities, this is not an essential feature, and can be achieved using point solutions. B2B marketers should therefore not necessarily be put off if a marketing automation platform does not provide personalization as part of the platform. Marketing automation platforms form the backbone of marketing operations, increasingly serving as sophisticated marketing orchestration platforms. © 2021 Third Door Media, Inc. • http://thirddoormedia.com 7 Email: martechtoday@digitalmarketingdepot.com MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer’s Guide Many marketing automation vendors offer “app marketplaces” that provide information and support for integrating with third-party software partners. This can be an important area of differentiation for vendors, because cultivating relationships with developers who create add-ons and integration tools adds to the overall utility of the software without requiring the vendor to develop such integrations themselves. If you’re considering licensing a marketing automation platform, be sure to assess potential vendors’ efforts in this arena. Big mergers are done; plenty of smaller ones on the horizon The enterprise B2B marketing automation market is concentrated among a few cloud vendors, including Salesforce, Oracle and Adobe. Acquisitions by these players, Adobe and Salesforce in particular, have now been largely integrated and were aimed at consolidating their positions at the top of the market and broaden their offerings for B2B firms. Adobe’s biggest recent deal of was its 2018 purchase of rival marketing automation platform Marketo in September for $4.75 billion; the firm also bought Magento Commerce for $1.68 billion in May of that year. Meanwhile Salesforce acquired integration platform Mulesoft that May for $6.5 billion, analytics provider Datorama in July for $800 million, as well as interactive email outfit Rebel in October and CloudCraze in May for undisclosed sums (see sidebar). Among independent martech providers, we’ve seen the acquisition of Mautic by open-source cloud platform Acquia for an undisclosed sum in May of 2019, only to have the parent purchased by Vista Partners in September for $1B. Also in May, SugarCRM picked up Salesfusion and re-branded it Sugar Market, in a deal in which terms were not publicly disclosed. There has been less deal-making activity among vendors serving the small and mid- sized business (SMB) market. CRM company Pipedrive purchased Mailigen for an undisclosed sum in March of 2020. Facebook picked up Kustomer, largely described as a CRM firm but also boasting messaging automation functionality, in November 2020 for a reported $1 billion. December 2020 saw marketing automation/attribution player Springbot acquire Matcha, which will give it content management capabilities. There will likely be more acquisitions to come in 2021, as marketing automation capabilities are combined with categories like CRM, lead management and campaign automation. Select marketing automation financial transactions December 2020 • Springbot buys Matcha. Deal terms weren’t disclosed. November 2020 • Facebook acquires Kustomer for a reported $1B. March 2020 • Pipedrive buys Mailigen for an undisclosed sum. May 2019 • Acquia acquires Mautic (terms not disclosed). Vista Equity Partners later (Sept 2019) buys Acquia for $1B • SugarCRM buys Salesfusion (for undisclosed amount); rebrands it to Sugar Market . The acquisition followed the company’s buy of Collabspot and preceded its purchase of Corvana. These units are now called Sugar Connect and Sugar Discover, respectively. February 2019 • Mailchimp acquires Sawa (undisclosed sum) January 2019 • Infusionsoft rebrands as Keap. Expands product lineup with new editions • j2Global acquires iContact for $49M October 2018 • Salesforce acquires Rebel (undisclosed sum) September 2018 • Adobe acquires Marketo for $4.75B July 2018 • Salesforce acquires Datorama for $800M May 2018 • Adobe acquires Magento Commerce for $1.68B • Salesforce acquires Mulesoft $6.5B and CloudCraze (undisclosed sum) Source: Third Door Media, Crunchbase © 2021 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 B2B marketing automation platform features Virtually every B2B marketing automation vendor profiled in this report provides tools for email campaign development and execution (including landing pages), as well as lead capture, scoring and nurturing. The platforms also typically provide centralized marketing databases and a basic level of reporting on web traffic, visitor behavior and campaign results. Combined, the core features offered by most B2B marketing automation platforms profiled in this report include: • Email marketing and landing page development; • Lead management (i.e., capture, scoring and nurturing); • Native CRM integration; and • APIs or app marketplaces for faster martech system access. The market is quickly evolving, as B2B marketers demand integrated marketing functionality that rapidly translates into bottom-line return. Vendors continue to add more advanced features to provide marketing end-users with the ability to build, track and manage campaigns across channels and/or devices, and monitor the flow of leads as they move from marketing to sales. These features include, but are not limited to: • Dynamic content generation (email, landing pages and/or website); • Email deliverability tools; • Account-based marketing (ABM); • Mobile marketing; • AI-based predictive analytics; and • Social/lead profile integration. The following section discusses several of these core and advanced marketing automation capabilities in more depth (see Table 3). Dynamic content creation Virtually all marketing automation platforms provide the ability to create, send and measure personalized email campaigns. Where they differ is in how email, landing page and website content created and personalized. Some vendors offer wizard-based campaign design or content templates, while others provide a more customized approach. There are also differences in static vs. dynamically generated content, which adjusts on the fly as prospects interact with a website or form. Progressive profiling is often offered to pre- populate forms with known data and use a drip approach to capture additional prospect information each time they interact with campaigns. Message deliverability is also an important factor to consider. Some B2B marketing automation vendors offer dedicated IP addresses to improve deliverability, and/or monitor deliverability by including their own email deliverability services or those from partners. Email previewing is an advanced function but may be critical to marketers that want to reach their audience through mobile devices and see what their message will look like on smaller screens. The market is quickly evolving, as B2B marketers demand integrated marketing functionality that rapidly translates into bottom-line return. Virtually every B2B marketing automation vendor profiled in this report provides tools for email campaign development and execution (including landing pages), as well as lead capture, scoring and nurturing. © 2021 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 Platform Dynamic content creation Lead management Predictive Analytics (AI/ML) Mobile marketing ABM Social integrated w/ lead profiles Native CRM integration Third-party software connectivity SMS/ Push In-app notifications Remote platform access API App marketplace Acoustic Email /landing pages/site personalization 4 4 4 4 4 4 4 MD, NS, SF, SU 4 4 Acquia Email/landing pages/site personalization 4 4 4 4 4 4 4 CW, HUB, MS, PD SF, SU, VT, ZH 4 4 Act-On Email/landing pages 4 4 4 8 4 4 4 IN, MS, ONS, SF, SU, 4 4 HubSpot Email /landing pages/site personalization 4 4 4 4 4 4 4 HUB, SF 4 4 Keap Email/landing pages 4 4 8 8 8 4 8 Built-in CRM 4 4 Mailchimp Email 4 4 4 4 4 4 4 BA, PD, SF, SU, TG, VT 4 4 Marketo Email/landing pages/site personalization 4 4 4 4 4 4 4 MD, SF 4 4 Oracle Eloqua Email/landing pages/site personalization 4 4 4 4 4 4 4 IN, MS, OCRMOD, ONS, OSC, SF, SU 4 4 Salesforce Pardot Email/landing pages/site personalization 4 4 4 4 4 4 4 SF 4 4 Sugar Market Email 4 4 8 4 4 4 4 BH, MD, SG, IN, NS, SF, SU 4 4 SharpSpring Email/landing pages 4 4 4 4 4 4 4 SF 4 4 CRM abbreviations: Batchbook (BA), BH (Bullhorn), CW (ConnectWise), HUB (HubSpot), IN (Infor), Microsoft Dynamics 365 (MS), OCRMON (Oracle CRM On Demand), ONS (Oracle NetSuite), OSC (Oracle Sales Cloud), PD (Pipedrive), SF (Salesforce), SG (Sage CRM), SU (SugarCRM), Teamgate (TG), VT (VTiger), ZH (Zoho). Source: Third Door Media Figure 4: Select B2B marketing automation platform features © 2021 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 Lead management Lead management comprises three functions: lead capture, lead scoring and lead nurturing. Leads are captured from a variety of sources that feed the marketing automation database, including (but not limited to) website visitors, social media, paid digital campaigns, email marketing respondents, trade show attendees and purchased third-party lists. Platforms will vary based on the ease with which additional lead sources can be captured, such as through an open API, or whether the platform offers landing page optimization. Lead scoring assigns a value to each lead based on a predetermined set of rules or criteria. Traditional lead scoring models are generally based on two sets of data values: behavior (i.e., site purchases, browsing, social posts) and demographics/firmographics. Many B2B marketing automation platforms now offer predictive scoring driven by machine learning, which can incorporate hundreds of data points by sourcing websites, social networks and internal systems such as the CRM and marketing database itself to calculate scores. Lead nurturing is the process of keeping prospects engaged with the brand through periodic, personalized communications or campaigns until they are ready to buy. Marketing automation platforms may offer a number of pre-built nurturing steps or actions, as well as allow users to customize their content and process. These efforts are meant to build a relationship between the brand and its prospects, and drive interaction with sales if and when the prospect is ready. Predictive analytics Virtually all of the B2B marketing automation platforms profiled in this report provide a standard set of analytics that track quantifiable data such as website visitor activity, pages viewed, time spent on site, emails opened, content downloaded and campaign responses. More vendors are offering predictive analytics and models based on machine learning, which uses algorithms to process data and surface trends or insights that enable marketers to customize visitor experiences and marketing campaigns. Several platforms have invested in artificial intelligence (AI) to go a step beyond machine learning and use technology to “mimic” human intelligence and recommend marketing actions or outcomes. These may include highly personalized website content or product recommendations based on analysis of consumption trends, on-site behavior, firmographics and CRM data. Other vendors rely on plug-and-play integration with predictive analytics tools to offer greater analytics and personalization capabilities. Mobile marketing Creating an engaging experience for mobile prospects and customers is a must-have capability. As a result, many B2B marketing automation platforms include responsive templates for email, landing pages and web forms. Several vendors integrate with email testing tools such as Litmus, to allow users to preview email marketing messages across email clients and devices. More advanced mobile marketing features include SMS/texting, in-app marketing and remote platform management from mobile devices. In-app marketing features can include “push” notifications or ads based on geography (i.e., geo-fencing or beaconing) or during events. B2B marketing automation vendors have also expanded platform access to mobile users, moving beyond automated alerts and remote data collection to full platform management. Virtually all of the B2B marketing automation platforms profiled in this report provide a standard set of analytics that track quantifiable data such as website visitor activity, pages viewed, time spent on site, emails opened, content downloaded and campaign responses. Lead nurturing is the process of keeping prospects engaged with the brand through periodic, personalized communications or campaigns until they are ready to buy. © 2021 Third Door Media, Inc. • http://thirddoormedia.com 11 Email: martechtoday@digitalmarketingdepot.com MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer’s Guide Account-based marketing (ABM) Aligning marketing initiatives with sales teams has become a leading ABM priority for marketers. The goal is to target marketing programs to prospect or customer buying teams, rather than individuals (who may have moved into new positions or firms.) Most of the time, a B2B buyer is not a single person but a buying group. The larger the purchase, the more people and departments are involved. B2B marketing automation vendors continue to add new ABM features to their platforms to enable marketers to address the buying group as well as individual members, including enhanced account nurturing and predictive scoring capabilities. Social/lead profile integration Most of the B2B marketing automation vendors profiled in this report provide some level of social media publishing, sharing and tracking within the platform for networks such as Facebook, Instagram, Twitter and LinkedIn. Some platforms provide more advanced social media tools to monitor social posts and add social behavior to lead profiles, often using social engagement as a scoring factor. Other platforms enable the use of social media sign-on to capture social profile data and build lead profiles. Native CRM integration With more businesses seeking to align marketing with sales, native or out-of-the-box integration with CRM systems has become a critical feature for B2B marketing automation platforms. Salesforce, Microsoft Dynamics 365, Oracle NetSuite and SugarCRM are some of the most commonly available connectors. Data is synchronized between the two systems and shared in both directions at frequent intervals. For example, data that is added by a sales rep to an account record in the CRM will be automatically added to the record in the marketing automation platform for marketing end- users to view and act upon, as well. Third-party software connectivity B2B marketing automation vendors continue to open their platform architectures through APIs and app marketplaces to offer customers access to an expansive array of third-party martech software systems. The app marketplaces provide faster “plug-and-play” access between the systems, although there may be additional fees to purchase the marketplace apps. If a preferred martech app is not available on a marketing automation vendor’s marketplace it doesn’t mean that the two systems won’t connect – it means that some customization will be required. API use does incur additional charges, generally on a per-call basis for each data download Proactive recommendations based on AI Martech vendors in many categories, including B2B marketing automation, are working to incorporate functionality that smooths the workflow for marketers using their software. One significant focus is providing users with proactive recommendations or suggestions for best next steps based on aggregated data and historical usage patterns. With more businesses seeking to align marketing with sales, native or out-of-the-box integration with CRM systems has become a critical feature for B2B marketing automation platforms. © 2021 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 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. Choosing an enterprise 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. The rapid shift to all-online interactions sparked by the COVID pandemic also raised the level of competition in the inbox, making relevant messaging more important than ever before. 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 and devices – including social media and mobile -- to create more comprehensive prospect profiles and 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. Numerous studies have found that using a marketing automation system can increase conversions. Forrester found that B2B marketers implementing marketing automation experience a 10% increase in their sales-pipeline contribution. Marketing automation can result in a 15% increase in sales productivity as well as a 12% decrease in marketing overhead, according to tech research firm Nucleus Research. 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 © 2021 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 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. annual contracts (although some offer month-to-month pricing) and may offer discounts in exchange for longer-term commitments. 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 features 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 up front what your goals for the marketing automation system will be. 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 martech stack? The odds are that you already have a martech stack in place, (e.g., several standalone tools for social media management, SEO, webinar hosting, etc.). You’ll need to identify them all so you can ask the marketing automation vendor about integration. Many vendors offer app marketplaces, which provide faster access to the participating systems. Virtually all marketing automation vendors offer APIs, but they may be an add-on to the price of the platform. © 2021 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 Some marketing automation platforms are all inclusive, while others feature add- on tools and services that can significantly increase costs. 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, staff will need training and a willingness to develop and execute new business processes. You may also need to consider several new hires. 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 automation capabilities you currently have (i.e., email blasting), those that you would like to have (i.e., predictive scoring or recommendations) and those that you can’t live without (i.e., plug-and-play CRM integration). This last category is critical and could help you avoid a costly mistake. • Take your list of capabilities and then do some research. 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. 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. © 2021 Third Door Media, Inc. • http://thirddoormedia.com 15 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. 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: • How easy is it to integrate this software into my organization? • What is the onboarding process? • How long does implementation take? • What kind of support and training are included in the base price? • What does your partner and developer community look like? • How do I maximize adoption in my organization? • Will we have a dedicated account rep available to us? • Do current customers utilize the full functionality? • What new features are you focusing on for the coming year? • Can we do a test run for a few days on our own (i.e., a free trial)? • How do you protect and secure customer data? Do you have a roadmap for what you would do in the event of a hack? 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 such as: • Create and edit a new email from scratch. • Import and segment data. • Base data management, cleansing and enrichment options. • Create and edit a new landing page from scratch. • Execute a simple campaign with an email, mailing list and landing page. • See a report showing email opens, clickthroughs and landing page conversions. • See a report showing web traffic and/or specific leads from an email campaign. • ROI dashboards and reports at the organization and campaign levels. • Campaign attribution options and capabilities. This is an ongoing relationship; it’s important to feel that your questions are being answered. © 2021 Third Door Media, Inc. • http://thirddoormedia.com 16 Email: martechtoday@digitalmarketingdepot.com MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer’s Guide Step Four: Check references, negotiate a contract Before deciding on a particular vendor, check out its online community and review sites, and speak with one or two customer references, preferably someone in a business similar to yours. The vendor should be able to supply you with You can also ask around at conferences and networking events that you attend. Use this opportunity to ask any additional questions, and to find out more about any questions that weren’t answered during the demo. 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 license 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? • 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 up front – and having them in writing – will ensure fewer surprises or additional costs down the road. Set up demos with your short list of vendors within a relatively short timeframe after receiving the RFP responses to help make relevant comparisons. © 2021 Third Door Media, Inc. • http://thirddoormedia.com 17 Email: martechtoday@digitalmarketingdepot.com MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer’s Guide Conclusion With martech budgets under greater scrutiny in the current environment, marketing leaders are expected to be able to demonstrate ROI for any new technology investment. Marketing automation platforms are a critical part of the martech ecosystem for many businesses, offering numerous benefits by streamlining manual B2B marketing tasks, including lead management, email campaign development and landing page creation. These platforms offer a wide range of advanced features, including AI-based predictive lead scoring and product recommendations, ABM and social media campaign integration. They also integrate seamlessly with many third-party CRM and other point solutions to offer extended capabilities. The key to ensuring ROI is to make sure the platform is easy to use and scale and is suited to your organization’s goals. Platform vendors offer extensive training programs, online communities and strategic consulting services to encourage more comprehensive platform use and create a higher return on marketing automation investments. To identify the marketing automation platform vendor that is the right fit for your organization, it is imperative that you understand your current marketing processes, recognize where you need to improve and know how you will measure success. By performing your due diligence in researching and interviewing marketing automation vendors, your search can come to a successful conclusion and result in greater long-term ROI and business productivity. n © 2021 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 Acoustic 115 Perimeter Center Pl The Terraces, Suite 700 Atlanta, GA 30346 T: (866) 820-5136 acoustic.com Key customers Wikipedia TJX Ticketmaster MetLife PayPal USO Key executives Dennis Self, CEO Elmer Lai, CFO Norman Guadagno, CMO Jeff Lundal, CCO Target customer • B2B and B2C upper mid-market and enterprise marketing teams, supporting retailers, banks, insurance, e-commerce, education, travel, hospitality, media, manufacturing and entertainment. Company overview • 900 Employees • Founded in 2019 after IBM Watson Marketing separated from IBM as a standalone company. • Backed by Centerbridge Partners • Acoustic powers thousands of marketing teams in more than 70 countries, sending more than 4 billion messages every week. Product overview • Acoustic Campaign offers the following capabilities: • Dynamic flowcharting enables marketers to quickly build multichannel digital campaigns (email, SMS, mobile push, social) with decision junctures and percentage-based splits that can fork to nine paths (not including the remainder path). Customer profile updates can be made directly from a campaign and current customer status is presented across an active program. • Lead capture, nurturing and scoring models deliver high quality leads while decreasing customer acquisition costs. • Email Insights previews 30 different email clients, including Gmail, Outlook and iPhone and Android platforms, and delivers reports such as geo-location (including city, state and country), average engagement time and preferred email client or device. • Inbox Monitoring helps clients ensure maximum deliverability to Inboxes across providers and, thus, engagement. • Mobile app messaging campaigns capture mobile insights in real time and drive personalized mobile experiences (push notifications and in-app messages) to each contact. • SMS campaigns reach customers quickly with personalized, targeted messages. • Social campaigns enable marketers to reach existing segments in social channels or to expand to reach new contacts that resemble existing profiles. • Personalization helps marketers understand, capture and respond to customer preferences and behaviors. • Budgeting and planning leverage marketing, CRM and finance systems to measure, track and optimize marketing performance. • Artificial intelligence is used throughout the Acoustic Marketing Cloud. • Acoustic Campaign saves marketers time and helps them drive to insights quickly via natural language requests for analysis and results. • Content Management to automatically apply metadata tags to digital marketing assets • Anomaly and struggle detection to optimize behavior on websites (landing pages) and in mobile apps. • Preferred location feature allows marketers to leverage AI-determined personal locations (such as “home” and “work”) to communicate personalized messages and offers while maintaining customer privacy. • Predictive weather events uses large datasets to build relative triggers that can personalize customer engagements. © 2021 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 • Acoustic powers digital experiences through a built-in CMS • Marketers use the CMS to building landing pages, lead capture forms, and entire websites. • The CMS is linked to Marketing Automation, so updates are synced across channels. • All content leverages the built-in personalization engine to tailor content and offers to individual customers. Lead management • Campaign orchestration. • Lead scoring. • Contact scoring. • Native CRM integrations. • Account-based management. • Audience segmentation and list management. • Distributed marketing. • Inbound and outbound marketing. • Child-relational tables. • Field-level sync. • Personalization. • Dynamic content. • Event-based triggers. Data cleansing • Customer profile build and management. • Cross-channel identity resolution. • Data governance and policy management. • Privacy and security management. • Data enhancement and enrichment. • Open connector to 3rd party applications. • Data hygiene and cleansing. • Response history and promotion management. • Cross-channel consent management. Channels upon which campaigns can be deployed • Email, SMS, mobile spp push, social advertising, web, e-commerce, mobile messaging apps (WeChat, LINE), print & direct mail, contact center. Collaboration • Features: Roles and permissions, financial planning and budgeting, collaboration and resource alignment, marketing calendar, orgs/business unit framework for multiple brands, distributed marketing. Analytics • Campaign performance. • Channel specific performance. • Cross-channel attribution. • More than 80 out-of-the-box reports and dashboards. • Custom reports and dashboards. • Behavioral analytics. • Session replay. • Heatmaps. • Inbox Monitoring offers reports to manage and predict inbox deliverability. • Segmentation and audience reporting. • Email Insights offers reports that provide email engagement insights. • Excel add-in downloads all campaign- related reporting and activity data. • A/B/n multi-variant testing reports. Data Privacy • GDPR. • CCPA. • ISO/IEC 2700. • SSAE-16 SOC Type II. • Right of Erasure. • Right of Access. Integrations • Integrates with CRM, web analytics, e-commerce and other marketing technology and advertising technology providers. • Out-of-the-box integrations with Salesforce, Microsoft Dynamics 365, Magento, and Sugar CRM. • APIs set available for customized CRM app development. • Acoustic Exchange connects multiple applications in a marketing ecosystem through Acoustic’s pre-integrated Acoustic 115 Perimeter Center Pl The Terraces, Suite 700 Atlanta, GA 30346 T: (866) 820-5136 acoustic.com © 2021 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 Acoustic 115 Perimeter Center Pl The Terraces, Suite 700 Atlanta, GA 30346 T: (866) 820-5136 acoustic.com partner network across paid, owned and earned channels. Clients pay as the volume of events syndicated across solutions increases. • The Acoustic Campaign partner network delivers complementary agencies, partner offerings, and supporting services. Pricing and support • Annual contract is required. • Free trial is available. • Pricing is typically based on the size of the customer database for B2B clients or the number of messages sent (email, mobile push, SMS, etc.) for B2C clients. • The majority of Acoustic Campaign contracts are 12/24-month terms. • 24/7 email and phone support included for all customers; an online support portal is also available. Some receive a dedicated customer success manager. • Onboarding support is standard across all Acoustic customers. • Experienced services organization provides technical integrations and strategic services. • Web-based training is available and custom, on-site training is offered for an • additional fee. © 2021 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 • Mid-market and enterprise businesses. Company overview • Founded in 2007. • 1,000+ employees. • Acquia was acquired by Vista Equity Partners in September 2019. • Acquia acquired Cohesion in September 2019. • Acquia acquired AgilOne in December 2019. • Acquia acquired Mautic in May 2019. • Offices: Boston, MA (HQ), Portland, OR, Santa Clara, CA, Toronto, Canada, Brighton, United Kingdom, Reading, United Kingdom, Munich, Germany, Paris, France, Sydney, Australia, Tokyo, Japan, Pune, India. Product overview • Acquia Campaign Studio (formerly Mautic) is a customer journey orchestration solution that allows brands to align their digital strategies, create, orchestrate and deliver exceptional customer experiences across all channels. • Offers a drag-and-drop interface that allows marketers to orchestrate the customer journey by defining different journeys that respond to what customers are doing in real-time. This includes cross-channel, multi-touch and multi-wave campaigns. • Marketers can build individually personalized content quickly through a drag-and- drop Email Builder, from scratch or from a template, execute and monitor all aspects of their campaign directly; helping boost engagement, loyalty and customer lifetime value. Channels on which campaigns can be conducted • With Acquia Campaign Studio, organizations can onboard any channel and orchestrate seamless, one-to-one customer experiences everywhere. This includes email, SMS, push notifications, landing pages, web push & personalization, social media, ad tech, direct mail, and emerging channels like voice, IoT & digital signage. • Marketers can develop engaging, responsive content for any medium through an intuitive drag & drop interface, with HTML, or with partners and agencies. Start with a template or build it for a seamless experience from start to finish. • Individually personalize messages across channels in the context of every customer’s journey, using customer profile and real-time engagement data to deliver relevant content to individuals via email and your website. Collaboration • Manage multiple teams: Campaign Factory lets users work across regions and business units to provide an experience that feels unified at every touchpoint. Acquia 53 State Street 10th Floor Boston MA 02109 T: 844–373–2128 acquia.com Key customers Shake Shack Lids ParkNow Applause Key executives Mike Sullivan, CEO Dries Buytaert, Co-Founder and CTO Chris Andersen, CFO Lynne Capozzi, CMO © 2021 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 Analytics & Reporting • Acquia Campaign Studio offers detailed analytics and reporting capabilities, from quick-view dashboards personalized by user to deep dive read-outs on the real-time performance of any campaign or individual marketing element (e.g. email, landing page, form, etc.). • Journey Analytics and Optimization: Users can receive real-time insights and testing and adjust on the fly to deliver the most compelling experiences for every individual at any given moment, in any given channel. Integrations • Natively integrated with Acquia Marketing Cloud, which enables marketers to: • Use deep, real-time insights from Acquia CDP to create relevant and impactful cross-channel experiences that maximize marketing ROI. • Leverage the 360 Profile to build and personalize campaigns in Acquia Campaign Studio, including machine learning-based segments and offline transaction data. • Interaction data such as email sends, opens, clicks, and any other subscribed events from. Acquia Campaign Studio is unified at the customer level into Acquia CDP’s unified profile. • Organize customer profiles into any customized segment, category, or tag that aligns with a marketing mission, strategy, or program. • Acquia Marketing Cloud provides real-time integrations to third-party systems via plug-ins, connector- based, template-based, and custom integrations to support inbound and outbound data flow, Data security • Acquia Campaign Studio enables customers to be fully compliant with GDPR, CASL and has received EU Privacy Shield certification. Pricing • Pricing not disclosed. Acquia 53 State Street 10th Floor Boston MA 02109 T: 844–373–2128 acquia.com © 2021 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 Act-On Software 121 SW Morrison St., Suite 1600 Portland, OR 97204 T: (877) 530-1555 act-on.com Target customer • Emerging growth and mid-market B2B & B2C companies seeking a highly configurable and powerful marketing automation platform, growth marketers looking to extend marketing performance across customer experiences, and buyers in a variety of industries that include business and financial services, manufacturing, higher education, insurance and technology. Company overview • 200 Employees. • Founded in 2008. • Raised a total of $74M in venture funding. • Act-On is the only independent and marketing-focused automation vendor in the market. The company’s solution is built by and for growth marketers, with customer campaigns, programs, strategies, and ambitions defining its priorities. • Offices in Portland, OR and Reading, U.K. Product overview • Offers a highly configurable platform that sets users up for success and adapts as their business needs evolve. • Delivers intuitive inbound and outbound multichannel marketing, contact capture, scoring, segmentation, targeting and lead nurturing. • Open ecosystem for simple integration of the technology stack, with native CRM integrations for Salesforce, Microsoft Dynamics, Sugar CRM, and NetSuite. • Designed to empower growth marketers to deliver consistent customer experiences, drive product adoption and advocacy. Lead management • Act-On says its customers enjoy the best email deliverability rates in the industry. It also offers deep integrations with event planning solutions and SMS messaging directly from within the product. • Built-in email, landing page, and form templates and design features allow customers to brand and personalize communications and the nurture program builder is exceptionally intuitive and powerful. • Account-based marketing, transactional emailing, social media engagement and connections with virtually any marketing technology enables a broad range of marketing features for managing and nurturing leads. Channels upon which campaigns can be deployed • Act-On enables multi-channel marketing through: • Promotional and transactional emailing, • SMS messaging, • Landing pages, • Forms, • SEO tools, • Social media, • ABM, and • Event marketing. Key customers RLH Sharp RSA Canada Avery Dennison Simpleview Oregon State University Foundation Key executives Kate Johnson, CEO Bill Pierznik, COO Brian Gaffney, SVP, Worldwide Sales David Greenberg, SVP, Marketing © 2021 Third Door Media, Inc. • http://thirddoormedia.com 24 Email: martechtoday@digitalmarketingdepot.com Vendor profiles MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer’s Guide Analytics • Engagement Insights offers a templated approach using Google Sheets and Excel to provide real-time insight into engagement, shareable across the organization without manual configuration and customization. • Data Studio visualizes and exports data to business intelligence (BI) tools. • 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. • Website Prospector tracks and scores visitor behaviors prior to capturing contact data, to enable richer contact profiling Data Privacy • Compliant with GDPR and CCPA. Integrations • Native CRM integrations with Salesforce, Microsoft Dynamics 365, Sugar CRM, Pipeliner CRM, and NetSuite. • Out-of-the-box integration with Zoom Webinars, WebEx and GoToWebinar. • Act-On Anywhere provides email templates and Act-On tracking capabilities from Gmail and Outlook inboxes. • Open APIs available for additional app development and integration, including Silver status with Zapier. Pricing and support • Annual contract is required. • No free trial is available. • Act-On pricing is based on active contacts, not database size. This allows customers to pay for engagement with active contacts, rather than lists and junk data. • Two pricing tiers: Professional and Enterprise. • Professional starts at $900/month • Enterprise starts at $2,000/month • Act-On services and support packages are designed to address and adapt to business’ unique marketing goals. Support packages include live, in- person phone support, quarterly success reviews and business check- ins. Support team enjoys a CSAT score above 98%. • Fast Track Onboarding is $5,000. • There are three support packages: • Silver is standard and included. • Gold ($6,000) includes a dedicated support manager. • Platinum ($15,000) includes a dedicated support manager and a customer success manager. • Product bootcamp training is offered. Act-On Software 121 SW Morrison St., Suite 1600 Portland, OR 97204 T: (877) 530-1555 act-on.com © 2021 Third Door Media, Inc. • http://thirddoormedia.com 25 Email: martechtoday@digitalmarketingdepot.com Vendor profiles MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer’s Guide HubSpot 25 First St., 2nd Floor Cambridge MA 02141 T: 888-482-7768 hubspot.com Target customer B2B and B2C customers, mostly mid-market and scaling SMBs. Company overview • 4000 Employees. • Founded in 2006. • Publicly traded (NYSE: HUBS). • In December 2020, HubSpot committed to putting $20M into social impact investing, with an eye toward helping “dismantle systemic racism through meaningful, long- term change.” • European headquarters in Dublin; Asia-Pacific headquarters in Singapore; Latin America headquarters in Bogotá, Colombia. • Additional offices in Berlin, Germany; Sydney, Australia; Tokyo, Japan; and • Portsmouth, NH. • HubSpot is a customer relationship management (CRM) platform that provides software and support to help businesses grow better. The platform includes marketing, sales, service, and website management products that start free and scale to meet customers’ needs at any stage of growth. Product overview • The HubSpot Growth Platform is a full software stack for marketing, sales and customer success, with a free CRM at its core. The platform components are: • HubSpot Marketing Hub: Includes tools for lead capture and management, scoring, nurturing, analytics, A/B testing, blogging, content management, social monitoring and publishing, email marketing and paid advertising. Offers rules- based or predictive lead scoring for any data point including email and website actions, social media metrics and form captures.Scoring systems can be tested as well as segmented in a customer’s database.Additional functionality includes the ability to trigger campaigns, profile and lead scoring changes, and notifications when particular prospect behaviors occur. • HubSpot Sales Hub: Sales productivity software for sales teams at growing businesses. The software includes email tracking from the user’s inbox, notifications when leads view site pages, and in-line information on competitor sites and emails users receive. Can be used to schedule emails and follow-ups from within the user’s inbox. • HubSpot Service Hub: A service tool for growing businesses that want to prioritize the needs of the customer. Tools include a unified inbox called Conversations, knowledge base tools, and customer feedback measures. • HubSpot CRM: A CRM and growth tool for businesses who are just starting to formalize their sales process. Helps align sales teams and supports business growth by organizing details about an organization’s contacts, companies, sales process and customers in one place. • HubSpot CMS: Uses a personalization engine to customize the website experience for each visitor. Includes free one-click SSL, as well as a web application firewall for added security. • Mobile app provides platform access for both iPhone and Android users. • Data is stored in the cloud Key customers SurveyMonkey Classpass DoorDash Airstream Care.com Randstad Key executives Brian Halligan, Co-founder and CEO Dharmesh Shah, Co-founder and CTO Yamini Rangan, Chief Customer Officer Kipp Bodnar, CMO © 2021 Third Door Media, Inc. • http://thirddoormedia.com 26 Email: martechtoday@digitalmarketingdepot.com Vendor profiles MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer’s Guide Channels upon which campaigns can be deployed • Blogs, websites. • Email. • Paid media campaigns. • Social media management through Social Inbox, an included social media publishing and monitoring tool. • Highlights an individual’s lifecycle stage with a color-coded interface that links directly with HubSpot’s other tools for follow-up and internal communication on social media alerts. • Users can schedule and publish posts to Twitter, Facebook, LinkedIn from one or multiple accounts. • Tweets are categorized (customer, prospect or active opportunity) and then trigger alerts for sales, marketing or customer service. Analytics • Reports track channel performance, conversion assists, time-to-completion • and reverse funnel analysis. • Users can benchmark traffic, conversion and inbound links for up to 10 • competitors. • ROI tracked via multiple sources such as organic and paid search, referrals, • social media, email marketing, direct traffic and other campaigns. • Monthly reports are delivered automatically and can be customized. • A reporting add-on provides customizable dynamic dashboards for • both sales and marketing. Data Privacy • HubSpot is GDPR compliant. Integrations • Runs a partner program featuring a vibrant ecosystem of certified non- HubSpot tools that complement and integrate with HubSpot. It features over 500 powerful integrations, with several new partners joining each month. Pricing and support • Annual contract required. • Free trial available. • Pricing is based on the number of contacts you plan to market to, with a variety of plans, including: • Starter: Starts at 1,000 marketing contacts for at $45/month • Professional: Starts at 2,000 marketing contacts for $800/month • Enterprise: Starts at 10,000 marketing contacts for $3200/ month • Email, phone and Twitter support are included in pricing. Phone support available 7am to 8pm EST. • HubSpot Academy is a free marketing how-to site offering customers guides, webinars, brainstorming worksheets and inbound certification courses. HubSpot 25 First St., 2nd Floor Cambridge MA 02141 T: 888-482-7768 hubspot.com © 2021 Third Door Media, Inc. • http://thirddoormedia.com 27 Email: martechtoday@digitalmarketingdepot.com Vendor profiles MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer’s Guide Keap 1260 South Spectrum Blvd. Chandler, AZ 85286 T: 866-800-0004 keap.com Target customer • Small businesses with two to 25 employees. Company overview • Founded in 2001. • 400 employees. • Raised more than $140M in venture funding. • Investors include Bain Capital Ventures, Goldman Sachs, Signal Peak Ventures, and Mohr Davidow Ventures • $100M+ annual revenue. Product overview • Keap centralizes customer information in a suite of tools including: • CRM. • Sales automation. • Marketing automation. • E-commerce. • Payments. • Analytics. • Mobile solutions. Lead Management • Contact management. • Contact segmentation (tags). • Saved searches, filters, and contact lists. • Tasks. • Web forms. • Landing pages. • Company records. • Lead scoring. • Customizable dashboard. • Pipeline management. • Advanced Automation. • Easy Automation Builder. Data cleansing • Automated list management for email engagement monitoring. • Data migration services. • List hygiene services. Key customers The Bestseller Academy Skillastics Artist Management Services Magic Evan Brooklyn Music Factory Advocates 4 Angels Key executives Clate Mask, Co-founder and CEO Scott Martineau, Co-founder and Chief Marketing Officer Kaja Jezycki Chief People & Operations Officer, General Counsel Rajesh Bhatia, Chief Technology Officer © 2021 Third Door Media, Inc. • http://thirddoormedia.com 28 Email: martechtoday@digitalmarketingdepot.com Vendor profiles MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer’s Guide Marketing channels • Email, SMS, phone, affiliates. Collaboration and/or task management • Automated reminders, task management, workflow management, invoices, billing and payments management, appointment scheduling, order forms. • Gmail and Outlook Syncs. Reporting and analytics • Marketing Reports • Conversions by sales stage, lead source, and other criteria. • Form completion, email open rates, and click-throughs. • Marketing and campaign performance. • Contact action. • Sales Reports • Revenue by a lead source, contact interests, products, and other criteria. • Activity history and sales generated by each rep on the team. • Projected revenue based on current efforts. • Activity and revenue from referrals. • Custom opportunity reports by owner, sales stage, and activity. • Order and Billing Reports • Sales, receivables, payments, credits, and subscription revenue. • Income by lead source, product, or invoice. • Customer lifetime value. • Orders, failed credit card, and unpaid invoices. • Admin Reports • User logins, leads added, contacts added, and updates. • All tasks by user, type, due date, completion status, and associated notes. Data privacy and security • PCI DSS. • Third-party data center providers must have recently completed a Service Organization Controls (SOC) 2 Type II audit. • Two-factor security authentication Third-party software integration • Keap Marketplace includes 250 small business service and technology ecosystem partners, apps, integrations, content, and pre-built marketing campaigns. Developer programs and tools • The Keap Developer Community provides information on available APIs. • PartnerEdition lets certified partners and developers create and deploy campaigns to their own customers’ apps. • Keap Marketplace lets anyone share or sell re-usable solutions to Keap customers in an online marketplace. Pricing and support • Keap product lineup includes: • Keap Grow: $79/month (+expert coaching) • Keap Pro: $149/month (+expert coaching) • Infusionsoft by Keap: $199/month (+expert coaching) • Free trial available. • Support is included with every subscription and is available via live chat 24/7 or via phone during regular business hours in the U.S., U.K., and Australia. • Expert Coaching is an individually tailored consultative service. Keap 1260 South Spectrum Blvd. Chandler, AZ 85286 T: 866-800-0004 keap.com © 2021 Third Door Media, Inc. • http://thirddoormedia.com 29 Email: martechtoday@digitalmarketingdepot.com Vendor profiles MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer’s Guide Target customer • Fortune 100 companies. Most customers are small businesses, particularly in the commerce and technology industries. Company overview • 1200 Employees. • Founded in 2001. • Privately owned. No VC funding. • Mailchimp is the trading name of its operator, Rocket Science Group. • Headquarted in Atlanta, GA with additional offices in Brooklyn, NY, Oakland, CA, Santa Monica, CA and Vancouver, BC, Canada. Product overview • All-in-one marketing platform for businesses with an emphasis on growth marketing. • Facebook, Google, Instagram (organic social posting, ads, remarketing). • Postcards. • Automations. • CRM. • Email. • Shoppable landing pages. • Websites. • Domains. • Reporting and analytics. • Signup forms. • Behavioral targeting. • Creative assistant. • Dynamic content. • Subject line helper. • Customer journeys. • Surveys. • Smart recommendations. Lead management • Lead generation and nurturing. • Analytics Behavioral targeting Segmentation Predicted demographics Tags & contact profiles • Campaigns Email. Landing pages. Signup forms. Postcards. Ads. • Facebook ads. • Instagram ads. • Landing pages. • Google remarketing ads. Key customers Dollar Shave Club GitHub Magnolia Market Chronicle Books TEDTalks UrbanSitter Key executives Ben Chestnut, Co-founder and CEO Dan Kurzius, Co-founder Tom Klein, Chief Marketing Officer Carine Roman, Chief Customer Officer Mailchimp 675 Ponce de Leon Ave. NE Suite 5000 Atlanta, GA 30308 Mailchimp.com © 2021 Third Door Media, Inc. • http://thirddoormedia.com 30 Email: martechtoday@digitalmarketingdepot.com Vendor profiles MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer’s Guide Organic social posting. • Smart features: Address finder. Lookalike audience finder (ads and postcards). • Lead management. • Audience dashboard. • Archive contacts. Channels upon which campaigns can be deployed • Mailchimp provides marketing tools for: Email, Facebook ads, Instagram ads, Landing pages, Google remarketing ads, sign-up forms, postcards, customer relationship management, websites, organic social posting. Collaboration • Integrations give users the option to connect the collaboration and task management tools of their choice to the Mailchimp account. Analytics • Mailchimp’s advanced analytics monitors real-time marketing data across channels and provides growth, engagement, and revenue reports for users. • Campaign reports analyze clicks, opens, and revenue. Data privacy • Mailchimp’s legal team partners with developers and engineers to make sure Mailchimp’s products and features comply with applicable international spam and privacy laws. • Retains a law firm in the UK to consult on EU privacy issues. • Undergoes annual verification with a U.S. based, third-party compliance reviewer under the Privacy Shield verification program, and it has certified compliance with the EU-U.S./Swiss-U.S. Privacy Shield Frameworks. • Member of the ANA, ESPC, OTA, and MAAWG. • Mailchimp corporate attorneys and legal compliance manager are active members of the International Association of Privacy Professionals (IAPP) and collectively hold the certifications of CIPP/US, CIPP/G, and CIPP/E. Integrations • Shoppable landing pages through a partnership with Square. • Buy Button on websites and landing pages through partnership with Stripe • Native integration through connected sites with Shopsync, WooCommerce, BigCommerce, Magento, Magento 2, PrestaShop, Big Cartel, Drupal Commerce, Miva, and Ubercart. • Marketplace access to hundreds of third-party apps and web services. • Custom integrations through API with Google Analytics, EA Pro Reports, Glew Ecommerce Analytics, and Power BI. • The Mailchimp API is designed to help create custom solutions or integrate with RESTful APIs. The REST architectural style is an integral part of API 3.0. Developers use Mailchimp API 3.0 to sync email activity and campaign stats with their databases, manage audiences, view and control automation workflows, and test calls and endpoints before pushing to production. Pricing and support • No annual contract required. • Free trial is available. • Mailchimp offers tiered pricing based on number of subscribers and emails sent per month. • Free Plan • Essentials Plan starts at $9.99/ month. • Standard Plan starts at $14.99/ month. • Premium Plan starts at $299/month. • No consultative or integration services offered directly by Mailchimp, but the company has a network of experts who collaborate with small business owners to assist with marketing, development, and design projects. Mailchimp 675 Ponce de Leon Ave. NE Suite 5000 Atlanta, GA 30308 Mailchimp.com © 2021 Third Door Media, Inc. • http://thirddoormedia.com 31 Email: martechtoday@digitalmarketingdepot.com Vendor profiles MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer’s Guide Marketo (an Adobe Company) 345 Park Avenue San Jose, CA 95110 T: 408-536-6000 adobe.com Target customer • SMB to enterprise-level B2B marketers and some B2C considered-purchase marketers in a variety of industries, including technology, business services, healthcare, financial services, education, manufacturing, and telco. Company overview • Parent company Adobe founded in 1982. • 22,634 employees. • More than 13,000 customers around the world. • Marketo acquired by Adobe in October 2018. • More than 50 Adobe offices around the world including in San Jose, San Francisco, Lehi (Utah), Seattle, Atlanta, Denver, Portland, Dublin, London, Paris, Tel Aviv, Tokyo and Sydney. • Annual revenue of $11.171 billion in FY2019. Product overview • Cloud-based Marketo Engage features 10 major capabilities for: • Marketing automation to create, automate, and measure campaigns across channels. • Account insights and profiling to identify the right target accounts using data and AI. • Email to engage customers with relevant conversations in minutes. • Mobile to communicate with customers using mobile devices. • Social integration to identify potential and current customers. • Targeted, personalized display ads. • Dynamic interactions with customers on a web site. • Marketing analytics to prove and improve business impact. • Predictive content. • Marketo Sales Connect to coordinate sales and marketing. Capabilities • Lead Management • Marketo Engage: Provides landing pages and progressive forms. Users can develop and qualify potential buyers with personalized nurturing campaigns and scoring capabilities. Prioritize the best leads with quality and urgency ratings. Integrations with Salesforce, Microsoft Dynamics, SAP, and other CRM systems to increase lead management effectiveness. Data cleansing • Marketo Engage natively performs basic data cleansing. • Data deduplication feature finds and merges duplicate users in the database. • Users can set up automated workflows for data normalization. • More advanced data deduplication and data cleansing enabled through turnkey integrations with a number of LaunchPoint partners, including RingLead, ReachForce, StrikeIron, and CRMFusion. Key customers CenturyLink Charles Schwab GE Panasonic RingCentral Roche Key Executives Shantanu Narayan, Chairman, President and CEO, Adobe Aseem Chandra, Digital Experience SVP Product Marketing, Adobe Suresh Vittal, Digital Experience VP of Product & Technology, Adobe Brian Glover, Director, Marketo Engage Product Marketing, Adobe © 2021 Third Door Media, Inc. • http://thirddoormedia.com 32 Email: martechtoday@digitalmarketingdepot.com Vendor profiles MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer’s Guide Marketing channels • Email. • Mobile push notifications and in-app messages. • Direct mail. • Social media. • Digital advertising. • Web sites. • E-commerce sites. • Webinar and conference services. • Video/interactive applications. • Tradeshows, seminars, and events. Collaboration and/or task management • Task management included natively from within the application Command Center or from the Tasks section of the Live Feed. • Tasks can also be managed from within CRM systems. Reporting and analytics • ROI reports include multi-touch attribution and aggregate impact of marketing on the revenue cycle over time, including conversion rates plus flow and velocity through the funnel. • Executive dashboards feature revenue cycle analytics identifying real-time metrics and trends. • Bizible by Marketo offers complete attribution across every marketing and sales touchpoint, a variety of attribution models, and connectors to paid media channels. • Performance Insights identifies programs and channels that deliver the highest marketing ROI. • Success Path Analyzer monitors key performance metrics for each stage of the customer journey. • Revenue Modeler defines customer journey stages and monitors how potential customers move through the funnel. • Advanced Report Builder features a pivot-table UI for ad hoc reporting on channel and campaign performance, including attribution and ROI. • Opportunity Influence Analyzer demonstrates cross-channel marketing activities that influence deals to understand each marketing touchpoint’s influence. Data privacy and security • SOC 2-Type 2. • GDPR. • CCPA. • HIPAA. • ISO 27001 certified. Third-party software integration • Native integration with Microsoft Dynamics 365, Salesforce, and SAP C4C. • Supports two-way synchronization. • With CRM credentials, custom objects and fields can be synched automatically. • Additions/deletions to CRM framework such as fields or objects are automatically updated in Marketo. • Turn-key integrations available for Oracle NetSuite, SugarCRM, and Zoho. • Partner ecosystem of data integrators and digital agencies includes Accenture Digital, Deloitte Digital, DigitasLBi, Informatica, Mulesoft, Talend, and Software AG. • LaunchPoint app marketplace includes 550 marketing apps and services covering analytics, content marketing, events, mobile marketing, social media, video, sales tools, and digital marketing and advertising. • Additional integrations available through Webhooks, SOAP, and REST APIs. Developer programs and tools • Developer program provides access to documentation around the Marketo API. • Getting Started. • REST API. • Lead Tracking (through Munchkin code). • Webhooks. • Web personalization. Marketo (an Adobe Company) 345 Park Avenue San Jose, CA 95110 T: 408-536-6000 adobe.com © 2021 Third Door Media, Inc. • http://thirddoormedia.com 33 Email: martechtoday@digitalmarketingdepot.com Vendor profiles MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer’s Guide • Marketo Mobile Engagement (MME). • Email scripting. • Client Libraries. Pricing and support • Pricing based on the size of the marketing database, plus any additional infrastructure requested, such as advanced security, high volume APIs, high volume email infrastructure, or advanced database features. • Annual contract required. • No free trial available. • Five pre-built bundles for the Email Marketing, Account-Based Marketing, Consumer Marketing, Lead Management and Customer Base Marketing solutions. • All solutions include Marketo Engagement Platform, which helps marketers build customer relationships by enabling personalized interactions. • Any product/module not packaged in the solution can be purchased as an add-on. • Products/modules are typically priced on a single scaling factor, such as database size, number of marketing users, number of mobile activities, or number of web site visitors. • All Marketo subscriptions include access to customer success managers. • All customers receive 24/7 web portal support. • Global phone support is available with paid support options. • Professional services packages are available for implementation and consulting services. • Premium-priced support services include access to named support professionals, accelerated service-level response, and sessions for proactive mentoring and business review. Marketo (an Adobe Company) 345 Park Avenue San Jose, CA 95110 T: 408-536-6000 adobe.com © 2021 Third Door Media, Inc. • http://thirddoormedia.com 34 Email: martechtoday@digitalmarketingdepot.com Vendor profiles MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer’s Guide Target audience • B2B or B2B2C organizations that are enterprise, mid-market or small businesses that require nurturing / lead scoring for large considered purchases or long sales cycles. • Sales and/or marketing departments who are looking to align internally and personalize the digital customer experience. • Industries include, but are not limited to: High tech, manufacturing, financial services and insurance, travel and transportation, consumer packaged goods, and media and communication. Company overview • Founded in 1977. • 135,000 employees. • Publicly traded (NYSE: ORCL). • Oracle acquired Eloqua in December 2012. • Oracle offers suites of integrated applications plus secure, autonomous infrastructure in the Oracle Cloud. Product Overview • Oracle Eloqua is a marketing automation solution for cross-channel campaign orchestration that nurtures leads across each stage of the buying process using best- in-class applications to drive sales with: • Campaign orchestration to create dynamic campaigns that intrigue buyers and adapt the multi-touch experience based on a buyer’s real-time activities. • Targeting and segmentation capabilities that allow users to create rich customer profiles and target the right individuals with the most relevant information throughout the sales cycle. • Lead management capabilities that are customizable and leverage key data points while driving high-quality leads. • Sales and marketing alignment with unified buyer intelligence to identify, prioritize, and track high-valued opportunities and top-tier accounts across the sales cycle. • Data management and activation that allow marketers to take the next best action with a contact based on real-time digital behaviors. • Asset management for design and re-purposing compelling emails, landing pages and content blocks that engage customers and efficiently manage assets across teams and campaigns. • Marketing measurement and insights through flexible and powerful out-of-the- box reporting and detailed dashboards. • Advanced intelligence capabilities that apply data science to observed behaviors and adapt experiences to the learned preferences of each individual. Lead management • Oracle Eloqua’s lead management capabilities enable marketers to leverage relevant data for powerful real-time automated lead scoring and routing across multiple campaigns and business lines. • Oracle Eloqua’s native capabilities give marketers the ability to implement an ABM strategy. As marketers develop their ABM strategy they can use Eloqua to better understand and identify accounts, expand their footprint within those accounts, engage relevantly with the right stakeholders and grow advocates for repeat sales. Oracle Eloqua 2300 Oracle Way Austin, TX 78741 T: 737-867-1000 www.oracle.com/cx/marketing/ automation Key customers DocuSign Panasonic Mack Trucks Movember Kansas City Chiefs Tampa Bay Lightning Key executives Rob Tarkoff, EVP, Oracle Advertising and Customer Experience Nate Skinner, SVP, Marketing, Oracle Advertising and Customer Experience Shashi Seth, SVP, Oracle Marketing Holly Simmons, VP, Product Management, Oracle Marketing © 2021 Third Door Media, Inc. • http://thirddoormedia.com 35 Email: martechtoday@digitalmarketingdepot.com Vendor profiles MAR TECH INTELLIGENCE REPOR T: B2B Marketing Automation Platforms: A Marketer’s Guide Data cleansing/normalization • Oracle Eloqua’s data management capabilities allow for data deduplication, normalization, and augmentation to keep data clean and updated. Eloqua enables integration with dozens of third parties to complete account and contact data ensuring it’s up to date in the system. Marketing channels • Oracle Eloqua enables marketers to create optimized, personalized campaigns across email, display search, web, video and mobile. Collaboration and/or task management • Oracle Eloqua’s asset creation and management capabilities give marketers the ability to create compelling emails, landing pages, and forms, and manage those assets across their lifecycle. With re-usable content blocks in the landing page and email editors, marketers can recycle marketing and brand-approved elements to power their scaled content needs. Managers & Admins simply create approved content blocks, and using permission settings, they can restrict who can edit and what can be edited for each block. • Oracle Eloqua’s Program Canvas powers lead management, including lead routing and lead scoring. Program “Listener Steps” can decision-on changes in contact information such as lead score, and take different actions based on whether the lead exists already in the CRM, including updating the lead score, creating the lead in the CRM and routing the lead to Sales with a task to offer a Demo. The Program Canvas not only manages tasks to routes leads, but also enables marketers to create the lead scoring models that will manage the criteria that qualify a lead. This automates the task of qualifying leads based on Sales input regarding the leads they want to follow-up with or track closely. Reporting and analytics • Oracle Eloqua’s marketing measurement capabilities bring powerful out-of-the-box and custom analytics and reporting, powered by Oracle Business Intelligence, to help marketers accurately track and measure business impact. • Eloqua’s Account Engagement Dashboard enables marketers to identify, target and grow the most engaged accounts, with insights into products of interest and level of account engagement. • Closed-Loop Reporting lets marketing teams see how sales opportunity revenue is attributed to marketing campaigns, enabling users to analyze overall campaign revenue performance (ROI) to identify the best and worst- performing campaigns. Data privacy and security • Oracle has adopted processes and practices to align with privacy regulations, including GDPR requirements. Third-party software integrations • Oracle Eloqua supports native bi- directional integrations with Oracle Sales, Oracle CRM On Demand, Salesforce, and Microsoft Dynamics 365. Additional integrations are available through a partner or Oracle Integration Cloud Service for NetSuite, SugarCRM, SAP CRM and Infor. In addition, REST API is available to integrate with other enterprise systems such as ERP, content management and data warehouses. • The Oracle AppCloud provides access to 500-plus app partners with over 700 integrations, including LinkedIn Sales Navigator, Microsoft Outlook for Sales Tools, WeChat, AddThis, Cvent, Certain, Demandbase, Lattice, WebEx, GoToWebinar, CloudWords, Pinterest, LookBook HQ, SnapApp and LinkedIn. Oracle Eloqua 2300 Oracle Way Austin, TX 78741 T: 737-867-1000 www.oracle.com/cx/marketing/ automation
