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Salesforce.com Acquisition of ExactTarget: Excerpts from the Industry

Salesforce.com Acquisition of ExactTarget: Excerpts from the Industry | The Marketing Technology Alert | Scoop.it

Excerpts from industry analysts and journalists...


SalesForce/ExactTarget Deal Means More Complexity For MarketersForrester

  • Raises the specter of further market consolidation by large players. By making a bold move into not just automation, but digital media, Salesforce will raise pressure on Adobe, IBM, Microsoft, SAP, and other traditional enterprise application providers to make similar moves, raising the valuations of Responsys, Neolane, and Silverpop. Salesforce can now monetize both seat licenses and media CPMs, and clearly wants to create a billion dollar business line in the marketing cloud.
  • As a large, established vendor, Salesforce will make it easier for marketing departments to convince their IT and procurement peers of adopting ET. If Salesforce chooses to suppress digital media CPM rates, existing ET customers benefit, but Salesforce would make it difficult for (now much) smaller vendors, like Responsys and Silverpop, to compete.

 

Salesforce.com Acquires ExactTarget - Gartner

  • Why ExactTarget?  With a marquis customer list, and the ability to support robust email marketing programs, they offer Salesforce.com and their customers the capabilities needed to build out the marketing cloud. In fact, when existing Salesforce.com customers were seeking support for complex email requirements, the folks in San Francisco would point customers east to the folks in Indianapolis…often enough that integration via the Salesforce.com APIs already exists.

 

Salesforce Acquires ExactTarget, Continues Marketing Automation Industry Consolidation - Customer Experience Matrix

  • I doubt Salesforce will suddenly stop integrating with other marketing automation vendors.  Small, independent marketing automation firms already had a tough time selling against big competitors, so this only makes their lives marginally harder.  The smart ones (and that's most of them) already have a strategy in place to differentiate themselves from the big industry leaders.
  • I've long argued that CRM and marketing automation should be part of the same system.  Like a broken clock, the time has come when I'm right.  Marketing automation sits between email and CRM, in the sense that it uses both heavily.  So Salesforce has effectively surrounded the marketing automation vendors with its purchase, even ignoring Pardot.  This means that Salesforce will be in the room with a solution when email and CRM users discuss expanding into marketing automation.  In many cases, clients will extend their Salesforce deployment without considering anyone else..

 

With ExactTarget Acquisition, Salesforce.com Has Spent Close To $3.5 Billion To Get Into The Chief Marketing Officer’s Suite - TechCrunch

  • If Salesforce.com does wish to push deep into lead management, it will need to either invest heavily in its own development or acquire a company, which will bring another hefty price tag. Last month, Marketo, a marketing automation leader, had a successful initial public offering. It opened at $13 per share. Today it is trading in the $22 range with a market capitalization of about $812 million. Eloqua, the other leader in the category, sold to Oracle late last year for $871 million. [TechCrunch blew it with this analysis, not realizing that Pardot came with ET!]

 

Salesforce to acquire Exact Target: I now pronounce you 'Marketing Cloud' - ZDNet

  • This move is precisely (I would have said "exactly" but that sounded redundant) what salesforce needed to do. They now have an excellent email marketing suite, a strong upper-end-of-the-small-and-through-the-middle-of-the-mid-market marketing automation suite (via the Exact Target acquisition of Pardot last year) and, as an added bonus, the social comms tool Co-Tweet, which was one of the underutilized gems owned by Exact Target. They are also acquiring a substantial customer base that is reasonably ripe for salesforce's other offerings.

 

Salesforce.com's ExactTarget Buy Equals Marketing Clout - InformationWeek

  • By combining ExactTarget's digital marketing capabilities with Salesforce.com's sales, service and social marketing capabilities, Salesforce said it will create "a world-class marketing platform across email, social, mobile and the Web." Salesforce marketing capabilities were previously limited to social channels, powered by capabilities gained through the acquisitions of Radian6 and Buddy Media. In contrast, rivals including IBM, Microsoft, Oracle, SAS and Teradata, among others, have much broader, multi-channel marketing capabilities, most on the strength of acquisitions over the last three years.

 

Our Take

  • For the CMO with SFDC and MA: You can maintain your MA without concern, regardless of vendor. You may, however, want to seriously consider the soon to be native ET/Pardot advantages, as that will reduce your operating costs to maintain separate systems.
  • For the CMO with SFDC but without MA: Your IT challenges will be resolved. CIO concerns will be overcome as SFDC acts as a Trojan Horse for your MA.
  • For the SMB marketplace: Your life just got a bit easier. Salesforce meets the needs of all sizes of businesses, and this bundled solution will improve your time-to-marketing efforts.
  • For Oracle/Eloqua: This is going to be difficult. Oracle wants to improve its CRM business, and the Eloqua acquisition to round out its offering makes sense. However, Salesforce want to improve its marketing capabilities, not necessarily its CRM business, so that it can fully assist the Marketing function. Big difference. Salesforce just cut Oracle off at the pass.
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Off for a Few Days...

Off for a Few Days... | The Marketing Technology Alert | Scoop.it

Labor Day weekend is upon us, so we'll be napping for a few days. Anyway, it's been a slow MarTech content time, so it's a good time to take time off. If anything urgent pops-up, we'll get a scoop out the door. Otherwise, we'll see you next Tuesday.

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Your Must-Read Marketing Tech Digest for Tuesday, 9/1/15 #MarTech #DigitalMarketing

Today’s digests of curated articles summarized for your quick review: 


 

 

See ALL Top Curated Marketing Technology Summaries here: http://www.scoop.it/t/the-marketing-automation-report

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Avoid these 10 Marketing Automation Rookie Mistakes - Oracle

Avoid these 10 Marketing Automation Rookie Mistakes - Oracle | The Marketing Technology Alert | Scoop.it

marketingIO executes your revenue-generating efforts with the right metrics and the appropriate reports. 

marketingIO's insight:

If you're in the market for a marketing automation solution, bookmark this.

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What the LinkedIn SlideShare Enhancements Mean for Marketers - LinkedIn

What the LinkedIn SlideShare Enhancements Mean for Marketers - LinkedIn | The Marketing Technology Alert | Scoop.it

MarTech is the best tool available to bridge the gap between Sales and Marketing. 

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The Secret to Running Smarter Retargeting Campaigns - Dynamic Yield

The Secret to Running Smarter Retargeting Campaigns - Dynamic Yield | The Marketing Technology Alert | Scoop.it

From MarTech 101 to Advanced Techniques, marketingIO has you covered. 

marketingIO's insight:

Details to each when you click through.

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Personality Matters: How one company doubled its ROI by customizing ads based on personality | MarketingExperiments Blog

Personality Matters: How one company doubled its ROI by customizing ads based on personality | MarketingExperiments Blog | The Marketing Technology Alert | Scoop.it

Dark marketing clouds ahead? Let marketingIO help you see clearly. 

marketingIO's insight:

So what's your persona? Of course, this is all moot with robust personalization.

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CMOs Continue to Report Low Usage of Marketing Analytics - Marketing Charts

CMOs Continue to Report Low Usage of Marketing Analytics - Marketing Charts | The Marketing Technology Alert | Scoop.it
Just 31% of projects use available or requested marketing analytics, well within the 29-37% range seen over the past 3-and-a-half years, according to US CMOs responding to the latest edition of The CMO Survey. B2C product companies appear to be leading the pack in usage of marketing analytics, however, at twice the rate of their B2B product counterparts (45.6% vs. 22.8%). B2B product companies also give the highest rating to marketing analytics’ contributions to their firms’ performance.


Overall, marketing analytics are most apt to be used for customer acquisition, customer retention, social media and segmentation, per the report."


marketingIO’s MarTech Managed Services solves numerous B2B Marketing challenges. 

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Infographic: Squeeze the most juice out of your marketing campaigns - B2B News Network

Infographic: Squeeze the most juice out of your marketing campaigns - B2B News Network | The Marketing Technology Alert | Scoop.it

marketingIO bridges the gap between your MarTech and your in-house experience. 

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INFOGRAPHIC: The 2015 Essential Social Media Ad Size Cheat Sheet - Social Media Delivered

INFOGRAPHIC: The 2015 Essential Social Media Ad Size Cheat Sheet - Social Media Delivered | The Marketing Technology Alert | Scoop.it

This scoop comes to you compliments of marketingIO.                                                          

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Your Must-Read Marketing Tech Digest for Monday, 8/31/15 #MarTech #DigitalMarketing

Today’s digests of curated articles summarized for your quick review: 


 

 

See ALL Top Curated Marketing Technology Summaries here: http://www.scoop.it/t/the-marketing-automation-report

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5 Best Practices for B2B E-Commerce Adoption - Salesforce

5 Best Practices for B2B E-Commerce Adoption - Salesforce | The Marketing Technology Alert | Scoop.it

MarTech requires constant optimization to continually squeeze ever improving performance.

marketingIO's insight:

Smart insight on managing the sales team's transition to include E-Commerce.

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Research Highlight: Making Marketing Dashboards Meaningful – ITSMA

Research Highlight: Making Marketing Dashboards Meaningful – ITSMA | The Marketing Technology Alert | Scoop.it

marketingIO executes your revenue-generating efforts with the right metrics and the appropriate reports. 

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How Marketing Funnels Work - Kissmetrics

How Marketing Funnels Work - Kissmetrics | The Marketing Technology Alert | Scoop.it

MarTech is the best tool available to bridge the gap between Sales and Marketing. 

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The Digital Commerce Opportunity: Time for B2Bs to Get Audacious | Capgemini

It’s time for B2Bs to get audacious and enter the fray. To do that, it’s especially important for B2Bs to think in terms of firm-wide digital transformation, that encompasses customer experience along with organizational change and technology, closely coupled with innovation. Indeed, we’re seeing a trend towards investment in innovation centers to drive digital transformation, which is an encouraging step. And at the heart of technology-driven innovation are platforms that allow for flexibility, customization, speed, scale and low risk.
   
For B2B enterprises, the digital commerce opportunity far outweighs the corresponding challenge right now. According to Gartner[2], B2Bs that successfully consumerize their digital commerce site could by 2018 see market share gains and boosted revenues by as much as 25%. With the right platform and partner in place, the possibilities for B2Bs are immense—and firmly within reach. 


From MarTech 101 to Advanced Techniques, marketingIO has you covered. 

marketingIO's insight:

Testify! At the very least, a skunk works project should be considered for FY16.

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Wishpond goes “free forever” to shake up marketing automation - Venture Beat

Wishpond goes “free forever” to shake up marketing automation - Venture Beat | The Marketing Technology Alert | Scoop.it
Wishpond has announced a new pricing model that is designed to shake up the MAP industry — a “free forever” plan designed for small businesses. The Vancouver-based company, which was founded in 2009, launched its MAP in 2012, and has since attracted over 5,000 users.

Under Wishpond’s free plan, businesses can create an unlimited number of landing pages, website popups, newsletters and automation campaigns. The plan enables businesses to generate up to 200 leads, after which they can sign up for one of Wishpond’s paid plans, which start at $69 per month — still a far cry from the four-figure asking prices touted by other vendors.


Not having a fun time with IT? marketingIO can act as your buffer to get the job done.

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LinkedIn acquires predictive marketing firm Fliptop to boost its Sales Solutions offering - Venture Beat

LinkedIn acquires predictive marketing firm Fliptop to boost its Sales Solutions offering - Venture Beat | The Marketing Technology Alert | Scoop.it
LinkedIn has acquired the predictive sales and marketing firm Fliptop in an effort to boost development of its own Sales Solutions offering. The professional social networking company says that the integration of the teams and technology will take several months. Financial terms have not been disclosed.

David Thacker, LinkedIn’s vice president of product, wrote in a post that Fliptop’s expertise will help it “accelerate our Sales Solutions product roadmap and make Sales Navigator even more effective.” Sales Solutions is the company’s business-to-business arm, and its main product is Sales Navigator, which assists in social selling. By integrating Fliptop’s predictive analytics into the product, customers should be able to better target individuals.


marketingIO’s Outsourcing delivers the vetted talent you need under your complete management and control. 

marketingIO's insight:

Predictive now a part of LinkedIn, ostensibly to identify similar contacts or companies where there will be success? So which CRM/MAP will LinkedIn buy? 

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A snapshot of martech use on websites shows it's most popular among B2B - Marketing Dive

A snapshot of martech use on websites shows it's most popular among B2B - Marketing Dive | The Marketing Technology Alert | Scoop.it

"

  • Datanyze crawled through some 40 million websites in search of martech tags or code.
  • The research found martech usage up across six categories: marketing automation, email marketing, analytics, tag management, ecommerce and web personalization.
  • IDC predicts martech spending in 2015 will reach $22.6 billion and will grow to $32.3 billion by 2018.

Marketing technology is a growing software space with IDC expecting 2015 spending to reach over $22 billion and almost doubling by 2018. To find out just how ubiquitous martech is, Datanyze crawled more than 40 million websites to find tags or code indicating the presence of martech. The results of this research found martech use up across six categories: marketing automation was up 4%, email marketing 3%, analytics 5%, tag management saw the largest growth at 9%, ecommerce 2%, and web personalization was up 7%."


Dark marketing clouds ahead? Let marketingIO help you see clearly. 

marketingIO's insight:

A few years ago, $17 billion was the projection. Unreal growth.

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CMOs to Invest More in Brand Experience with Content Marketing - ClickZ

CMOs to Invest More in Brand Experience with Content Marketing - ClickZ | The Marketing Technology Alert | Scoop.it

marketingIO’s MarTech Managed Services solves numerous B2B Marketing challenges. 

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Lead Scoring 101: How to Use Data to Calculate a Basic Lead Score - HubSpot

Lead Scoring 101: How to Use Data to Calculate a Basic Lead Score - HubSpot | The Marketing Technology Alert | Scoop.it

marketingIO bridges the gap between your MarTech and your in-house experience. 

marketingIO's insight:

Basics. 

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X Marks the Spot: Competency Maps Lead to Marketing Skills Treasure: SiriusDecisions

X Marks the Spot: Competency Maps Lead to Marketing Skills Treasure: SiriusDecisions | The Marketing Technology Alert | Scoop.it

"Organizations will always need to both hire new employees and train the ones they have. But the questions of “what should our marketers know?” and “what should we train them on?” remain valid.

This is where competency mapping comes into play.

In order to effectively train employees, marketing leadership must first “chart the path” and identify the core competencies (defined as the knowledge, skills, process and/or tools) necessary for success. It’s important to consider competencies that are specific to each marketing function (e.g. product marketing, field marketing or marketing operations) as well as the organization as a whole. Marketing leaders need to decide up front what competencies are critical for their organization ­– and this decision should be driven by their specific business needs, not based on the trendy marketing skills of the moment."


This scoop comes to you compliments of marketingIO.                                                          

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Your Must-Read Marketing Tech Digest for Friday, 8/28/15 #MarTech #DigitalMarketing

Today’s digests of curated articles summarized for your quick review: 


 

 

See ALL Top Curated Marketing Technology Summaries here: http://www.scoop.it/t/the-marketing-automation-report

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Marketing analytics’ biggest challenge is … marketers - Venture Beat

Marketing analytics’ biggest challenge is … marketers - Venture Beat | The Marketing Technology Alert | Scoop.it

From MarTech 101 to Advanced Techniques, marketingIO has you covered. 

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10 LinkedIn Tools for Your Small Business - Official Bluehost Blog

10 LinkedIn Tools for Your Small Business - Official Bluehost Blog | The Marketing Technology Alert | Scoop.it

Not having a fun time with IT? marketingIO can act as your buffer to get the job done.

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What are the benefits of Marketing-as-a-Service? - G2M Solutions

What are the benefits of Marketing-as-a-Service? - G2M Solutions | The Marketing Technology Alert | Scoop.it

marketingIO’s Outsourcing delivers the vetted talent you need under your complete management and control. 

marketingIO's insight:

Testify! FLASH: History repeats itself.

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Smac's curator insight, August 31, 2:17 AM

This is admirable information of Marketing as a service  G2M solutions. A firm named as acsg corp that provide SMAC solutions and resolves various pain points . For more visit: www.acsgcorporate.com/smac.html

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Price: Not the Most Important Driver of B-to-B Buying Decisions - SiriusDecisions

Price: Not the Most Important Driver of B-to-B Buying Decisions - SiriusDecisions | The Marketing Technology Alert | Scoop.it

Dark marketing clouds ahead? Let marketingIO help you see clearly. 

marketingIO's insight:

Just don't bust the budget.

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