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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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Your Must-Read Marketing Technology Summaries, Curated Friday, 4/24/15

Your Must-Read Marketing Technology Summaries, Curated Friday, 4/24/15 | The Marketing Technology Alert | Scoop.it

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

>> Marketing’s next act - Enterprise Irregulars: http://sco.lt/6jZ477

>> 3 Marketing Automation Strategies you can implement today - Smart Insights: http://sco.lt/83JXZh

>> The Future Of Marketing Automation – TechCrunch: http://sco.lt/7CwY4n

>> How Leads are Generated through Marketing Automation | Marketing Tech Blog: http://sco.lt/5Tvm2T

>> [FREE WHITE PAPER] How to Tame the Digital Marketing Beast | Tealium: http://sco.lt/971gBd

>> iNeoMarketing Now Bundles Software with MarTech Services for Single Monthly Price: http://sco.lt/6x5z8L

>> 9 Psychology-Backed Content Marketing Hacks To Expand Your Reach – TrackMaven: http://sco.lt/7ifDrV

>> Enterprise B2B marketers struggle to gauge effectiveness, ROI of content marketing – FierceCMO: http://sco.lt/7DiwgT

>> How Can Marketers Improve Landing Page Optimization? – eMarketer: http://sco.lt/9EcRur

>> The Top 14 Skills In The Red Hot Market For Marketing Jobs - Inbound.org: http://sco.lt/8Ayi5R

>> How B2B Tech Companies Market Products – Profs: http://sco.lt/8ATubp

>> Sprinklr: a unified view of the customer - The Hub: http://sco.lt/84nw0X

>> Principles for Effective Blog Design (Infographic) - Bluewire Media: http://sco.lt/7tsNV3                        

 

See ALL Top Curated Marketing Technology Summaries here.

___________________________________

About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who may not have the required resources, knowledge or expertise. Visit us at ineomarketing.com.

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Marketing’s next act - Enterprise Irregulars

Marketing’s next act - Enterprise Irregulars | The Marketing Technology Alert | Scoop.it

Predictive Analytics is the next step in Marketing Automation. Contact us to see how.

iNeoMarketing's insight:

So after the product is created and the positioning, personas and messaging are set in stone, the content engine gets revved-up. The MA schemes are set, and personalized campaigns are generated the a predictive overlay (Amazon machine learning) and a continual fresh supply of contact data match with dynamic content. MQLs are met and delivered to a marketing-run inside outreach department. Online demos and conferencing take place, bringing the client further down the path to purchase.


Is this the point where you bring in a salesperson?

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3 Marketing Automation Strategies you can implement today - Smart Insights

3 Marketing Automation Strategies you can implement today - Smart Insights | The Marketing Technology Alert | Scoop.it

Let iNeoMarketing create a new approach for your inbound and outbound marketing…and realize more revenue. Contact us.

iNeoMarketing's insight:

FWIW: I start with the notion that drip is for the internal DB, and nurturing is for people driven in via inbound efforts.

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The Future Of Marketing Automation - TechCrunch

The Future Of Marketing Automation - TechCrunch | The Marketing Technology Alert | Scoop.it

iNeoMarketing’s MarTech Managed Services drives more leads faster. Contact us to see how.

iNeoMarketing's insight:

Completely agree with the notion of Predictive-First. If we can get to a point where we're in an Amazon-like state, our B2B marketing efforts will be so damn efficient. Then add to that a continually fresh source of data, and you're in a state of pure optimization.

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How Leads are Generated through Marketing Automation | Marketing Tech Blog

How Leads are Generated through Marketing Automation | Marketing Tech Blog | The Marketing Technology Alert | Scoop.it
How Leads are Generated through Marketing Automation by Douglas Karr on Marketing Technology
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Scott Borhauer's curator insight, Today, 12:46 AM

Great Infographic.

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[FREE WHITE PAPER] How to Tame the Digital Marketing Beast | Tealium

[FREE WHITE PAPER] How to Tame the Digital Marketing Beast | Tealium | The Marketing Technology Alert | Scoop.it
THE BEAST IN THE MACHINE

There’s a beast living in your digital marketing machinery and he’s throwing a wrench into your best-laid marketing plans—you just may not fully realize it yet. The Beast represents complexity and delay, caused by a growing reliance on tag-based marketing technology and the inability to negotiate that complexity. The Beast is annoying and sometimes cruel, but he is not evil or malicious. He can be tamed. This guidebook tells you how to transform the Beast, and your digital operations so you can experience the full potential of your marketing technology investments.

FILL OUT THE FORM AND DOWNLOAD THE FULL REPORT NOW!


MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact us.

iNeoMarketing's insight:

Tealium is about tag management. Behind a reg form.

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9 Psychology-Backed Content Marketing Hacks To Expand Your Reach - TrackMaven

9 Psychology-Backed Content Marketing Hacks To Expand Your Reach - TrackMaven | The Marketing Technology Alert | Scoop.it

iNeoMarketing executes your revenue-generating efforts with the right metrics and the appropriate reports. Contact us to learn more.

iNeoMarketing's insight:

#7 and #8: take note!

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Enterprise B2B marketers struggle to gauge effectiveness, ROI of content marketing - FierceCMO

Enterprise B2B marketers struggle to gauge effectiveness, ROI of content marketing - FierceCMO | The Marketing Technology Alert | Scoop.it
Just 28 percent of enterprise B2B marketers think their content marketing is effective, down from 32 percent last year, according to a new study from the Content Marketing Institute.

CMI's report, "B2B Enterprise Content Marketing: 2015 Benchmarks, Budgets, And Trends – North America," which polled 395 enterprise B2B marketers, also found just 15 percent report that their organizations are successful at tracking content ROI.

The most common metric enterprise B2B marketers use for determining content success is website traffic (58 percent), followed by higher conversion rates (48 percent), sales lead quality (44 percent), sales (43 percent) and sales lead quantity (39 percent).


From MarTech 101 to Advanced Techniques, iNeoMarketing has you covered. Contact us.

iNeoMarketing's insight:

This is definitely not a surprise, given the impossible nature of attributing revenue to content marketing (unless it is an eCommerce offering).

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iNeoMarketing Now Bundles Software with MarTech Services for Single Monthly Price - iNeoMarketing

iNeoMarketing Now Bundles Software with MarTech Services for Single Monthly Price - iNeoMarketing | The Marketing Technology Alert | Scoop.it
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iNeoMarketing's curator insight, March 3, 7:13 AM

It's a unique approach: bringing both together into one monthly price so that there is greater control over costs. Go here to see more:

http://www.ineomarketing.com/#services 

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How Can Marketers Improve Landing Page Optimization? - eMarketer

How Can Marketers Improve Landing Page Optimization? - eMarketer | The Marketing Technology Alert | Scoop.it

Not having a fun time with IT? Contact us: we can act as your buffer to get the job done.

iNeoMarketing's insight:

LPO is one of the most important optimization challenges, and there are plenty of tools out there to assist the marketer (and they're not that difficult to use).

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The Top 14 Skills In The Red Hot Market For Marketing Jobs - Inbound.org

The Top 14 Skills In The Red Hot Market For Marketing Jobs - Inbound.org | The Marketing Technology Alert | Scoop.it

iNeoMarketing’s Outsourcing delivers the vetted talent you need under your complete management and control. Contact us to see how.

iNeoMarketing's insight:

I really don't understand #9 as it is an umbrella. Regardless, this is a nice comparison between LI's top skills vs. Marketing skills.

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Scott Borhauer's curator insight, Today, 12:42 AM

Are you looking for marketing talent on your team. If not, you should be. Take a look at this information.


Farid Mheir's curator insight, Today, 9:24 AM

Top skills on LinkedIn and for Marketing sound like software development and math/statistics: tell your kids to learn software development and be good in Science in school!

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How B2B Tech Companies Market Products - Profs

How B2B Tech Companies Market Products - Profs | The Marketing Technology Alert | Scoop.it

Dark marketing clouds ahead? Let us help you see clearly. Contact us.

iNeoMarketing's insight:

Honestly don't see a difference between the above and other verticals.

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Sprinklr: a unified view of the customer - The Hub

Sprinklr: a unified view of the customer - The Hub | The Marketing Technology Alert | Scoop.it

iNeoMarketing’s MarTech Managed Services solves numerous B2B Marketing challenges. Contact us to see how.

iNeoMarketing's insight:

Part of the newly-minted Social Relationship Platform. Again, best of breed vs. all in one.

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Principles for Effective Blog Design (Infographic) - Bluewire Media

Principles for Effective Blog Design (Infographic) - Bluewire Media | The Marketing Technology Alert | Scoop.it

This scoop comes to you compliments of ineomarketing.com.                                           

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Your Must-Read Marketing Technology Summaries, Curated Thursday, 4/23/15

Your Must-Read Marketing Technology Summaries, Curated Thursday, 4/23/15 | The Marketing Technology Alert | Scoop.it

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

>> The Age of the Full-Stack Marketer – Gartner: http://sco.lt/8V2ABF

>> I'm sorry, but marketing software is still a world in flux - Chief Marketing Technologist: http://sco.lt/7fwdof

>> [FREE REPORT] The CMO Technology Conundrum And How To Solve It | Oracle Marketing Cloud: http://sco.lt/8AxJmD

>> Back to Basics: What Content Marketers Need to Know About Google Analytics - Marketing Land: http://sco.lt/6d9hNR

>> The Data You're Probably Missing About Your Buyer Personas – Radius: http://sco.lt/8KOTqr

>> Data Is Driving The Next Wave Of Buyer Personas - Demand Gen Report: http://sco.lt/8SG1Z3

>> I’ve Built My Buyer Personas, Now What? – ClickZ: http://sco.lt/6tGR0b

>> The 7 Components of a Magnetic Inbound Marketing Strategy - Digital Marketing Institute: http://sco.lt/6CoZur

>> The 4 Biggest Marketing Ideas to Steal from the SaaS Community – Inturact: http://sco.lt/8966Hh

>> Best Organic Search Marketing (SEO) Platforms: Spring 2015 - G2: http://sco.lt/55CSGX

>> How to Actually Get Found in Search in 2015 [Infographic] – HubSpot: http://sco.lt/6jAqkD

 

See ALL Top Curated Marketing Technology Summaries here.

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About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who may not have the required resources, knowledge or expertise. Visit us at ineomarketing.com.

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The Age of the Full-Stack Marketer - Gartner

The Age of the Full-Stack Marketer - Gartner | The Marketing Technology Alert | Scoop.it

Orange #MarTech is the New Black

iNeoMarketing's insight:

Learn MarTech. Know MarTech. Live MarTech.

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I'm sorry, but marketing software is still a world in flux - Chief Marketing Technologist

I'm sorry, but marketing software is still a world in flux - Chief Marketing Technologist | The Marketing Technology Alert | Scoop.it

Predictive Analytics is the next step in Marketing Automation. Contact us to see how.

iNeoMarketing's insight:

Scott Brinker offers 5 examples as to how the world of MarTech continues to grow in a variety of directions while the Circle of MarTech Life continues to evolve. MarTech isn't one entity: it's a group of solar systems that make up a universe.

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CIM Academy's curator insight, April 23, 4:39 AM

To what extent do you utilise marketing technology to support marketing activities? This article suggests that technology will increasingly play an important role for the professional marketer. 

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[FREE REPORT] The CMO Technology Conundrum And How To Solve It | Oracle Marketing Cloud

[FREE REPORT] The CMO Technology Conundrum And How To Solve It | Oracle Marketing Cloud | The Marketing Technology Alert | Scoop.it

iNeoMarketing’s MarTech Managed Services drives more leads faster. Contact us to see how.

iNeoMarketing's insight:

A smart, thoughtful piece for the MarTech Manager and above. And you can download the report here:  http://demand.eloqua.com/LP=5525 

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Back to Basics: What Content Marketers Need to Know About Google Analytics - Marketing Land

Back to Basics: What Content Marketers Need to Know About Google Analytics - Marketing Land | The Marketing Technology Alert | Scoop.it

iNeoMarketing executes your revenue-generating efforts with the right metrics and the appropriate reports. Contact us to learn more.

iNeoMarketing's insight:

So through your review of this article, you can see the folly of attributing ROI directly to content. Unless it is a direct sale, eCommerce-like product, this approach has a boatload of leaks, and that boat gonna sink.

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The Data You're Probably Missing About Your Buyer Personas - Radius

The Data You're Probably Missing About Your Buyer Personas - Radius | The Marketing Technology Alert | Scoop.it

MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact us to see how.

iNeoMarketing's insight:

The graphic says it all regarding the data you need to collect from a sampling of your buyers. 

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Data Is Driving The Next Wave Of Buyer Personas - Demand Gen Report

Data Is Driving The Next Wave Of Buyer Personas - Demand Gen Report | The Marketing Technology Alert | Scoop.it

From MarTech 101 to Advanced Techniques, iNeoMarketing has you covered. Contact us.

iNeoMarketing's insight:

Solid research from external and internal sources should drive the development of personas, not a bunch of "I think" statements from around the conference table.

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I’ve Built My Buyer Personas, Now What? - ClickZ

I’ve Built My Buyer Personas, Now What? - ClickZ | The Marketing Technology Alert | Scoop.it

iNeoMarketing’s Outsourcing delivers the vetted talent you need under your complete management and control. Contact us to see how.

iNeoMarketing's insight:

Persona's drive core messaging which then permeates content. It's possible to shape your complete marketing strategy into marketing strategies for each persona, but for the most part it's about messaging. However, verticalization definitely takes into account personas.

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Leo J. Bogee III's curator insight, April 23, 4:17 PM

"Armed with comprehensive buyer personas will give you the detailed insights you need to make campaign and content creation so much easier".       Starting a campaign without knowing who is actually going to read it and not knowing how your product or service will benefit them would be tough climb in building your brands differentiation. 

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MarTech Services Package Drives More Demand Gen from Existing Marketing Departments - iNeoMarketing

MarTech Services Package Drives More Demand Gen from Existing Marketing Departments - iNeoMarketing | The Marketing Technology Alert | Scoop.it

Designed for the company that needs extra help, and perfect for those looking to enhance their current team with Marketing Technologists. On site or off site.

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The 7 Components of a Magnetic Inbound Marketing Strategy - Digital Marketing Institute

The 7 Components of a Magnetic Inbound Marketing Strategy - Digital Marketing Institute | The Marketing Technology Alert | Scoop.it

Dark marketing clouds ahead? Let us help you see clearly. Contact us.

iNeoMarketing's insight:

#6 is a questionable part of the overall agenda.

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The 4 Biggest Marketing Ideas to Steal from the SaaS Community - Inturact

The 4 Biggest Marketing Ideas to Steal from the SaaS Community - Inturact | The Marketing Technology Alert | Scoop.it

iNeoMarketing’s MarTech Managed Services solves numerous B2B Marketing challenges. Contact us to see how.

iNeoMarketing's insight:

Nothing that you don't already know. #2 and #3 should be combined.

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