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IT leaders say their organizations are targeting more investment on the analytics piece of CRM lead management tools. That's according to Gartner's most recent Magic Quadrant report for CRM Lead Management.
Gartner said that the 155 reference customers surveyed for this year's report said the main challenges to lead management projects included:
- a lack of alignment in marketing, sales, and other customer-facing departments (58%)
- a lack of sufficient resources or time within the marketing department (48%)
- the integration of lead management with other applications or business processes (40%)
- the measurement of business impact via analytics, BI tools, or KPIs (33%)
Only three vendors made it into the Leaders square of the Magic Quadrant -- Oracle, Marketo, and IBM, in that order. This year's Challengers square included Salesforce, Adobe, and HubSpot. Gartner's Niche Players square was the most crowded, at 11 vendors. They included bpmonline, Pegasystems, SugarCRM, CRMNEXT, Microsoft (for its Dynamics Marketing product), Act-On, CallidusCloud, MMIT, Zoho, Impartner, and Salesfusion.
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Australian marketing platform Simple has raised $10 million, taking the company’s total funding to $13 million to date. The capital will be used to accelerate growth and fund expansion in the US market. Based in Brisbane, Simple has offices in Sydney and Melbourne and has established its first sales team in San Francisco. The four-year-old company makes software that helps enterprise marketing teams organise their workflow to be more agile, providing data to help marketers improve campaign execution and results.
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View the 2016 CRM Market Leaders in each category listed below:
- Enterprise CRM Suite
- Midmarket CRM Suite
- Small-Business CRM Suite
- Sales Force Automation
- Incentive Management
- Marketing Solutions
- Business Intelligence
- Data Quality
- Consultancies
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Forrester conducted product evaluations in February 2016 and evaluated nine vendor companies: Adobe, Experian Marketing Services, IBM, Marketo, Oracle, Salesforce, SAP, SAS, and Teradata Marketing Applications. This report shows how each provider measures up and helps B2C marketers make the right choice. In the report, Forrester named Oracle a Leader for Enterprise Marketing Software Suites.
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Marketing automation platform Salesfusion and social media management platform Oktopost have announced an integration that will allow marketing and sales teams to visualize prospects' behaviors across all marketing channels, leverage behavioral insights from social media, and measure the effectiveness of social campaigns.
The news comes on the heels of Salesfusion raising $13.5 million in series B funding two weeks ago.
Oktopost was created to bridge the gap between social media and lead generation, providing marketers with a tool to establish ROI for social media marketing efforts. Salesfusion's marketing automation platform is a full service solution for small and medium-sized businesses, and the integration allows customers to easily gauge social marketing success.
marketingIO: One Source for All Marketing Technology Challenges. See our solutions.
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When comparing the marketing automation platform (MAP) market landscape, marketers will find that prospective vendors have many similarities. They all can create forms and landing pages and can prioritize and score leads. But what ultimately differentiates them are the advanced capabilities they offer, as well as the way each has positioned itself when challenged by specific use cases.
SiriusDecisions is excited to announce the release of the “SiriusView: Marketing Automation Platforms 2015,” the new edition of the SiriusDecisions publications most widely read by our clients. This report evaluates 12 MAP vendors based on features and functionality, usability, vendor viability, and service and support. We also have included the top five marketing automation trends we see in the marketplace and how these trends will impact organizations using a MAP.
The following excerpts provide a quick snapshot of what to consider when evaluating each vendor. Additional analysis is contained in the complete SiriusView.
MarTech is the New Black. Get fashionable.
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iNeoMarketing executes your revenue-generating efforts with the right metrics and the appropriate reports. Contact us to learn more.
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► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who do not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄
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DataHero, a self-service cloud data visualization tool, announced that it has integrated with Marketo. The integration is positioned to provide Marketo users with the tools needed to analyze lead, campaign and source activity to help target prospects that will have a bigger impact on the bottom line.
DataHero is designed to create charts based on patterns in the user’s cloud data. In addition, it offers the option to build custom charts to meet individual user needs. Charts and dashboards are automatically updated as the data in Marketo changes, providing real-time, on-demand insights.
► Receive a FREE daily summary of The Marketing Technology Alert ◄
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Digest...
Adobe has taken a lead in the fast-growing enterprise marketing software sector, according to a Forrester Research report to be published today. Adobe has “distanced itself from the pack” of competitors, said the report, beating out Salesforce.com and six other vendors assessed by Forrester. The ranking was based on 46 criteria covering things like current offerings, product roadmap, and market share. Increasingly, marketers are moving to buy integrated software suites that handle all of these things in one package. However, the traditional large enterprise vendors — Oracle, IBM and SAP — aren’t leading the race to offer enterprise marketing software suites. According to Forrester’s ranking, Adobe and Salesforce have asserted themselves as the two leaders. Forrester defines an enterprise marketing software suite (EMSS) as: an integrated portfolio of marketing technology products that provide analytics, automation, and orchestration of insight-driven customer interactions to support inbound and outbound marketing. ___________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Digest...
Marketing automation platform Act-On andIfbyphone announced a partnership today that integrates Ifbyphone’s call tracking with Act-On’s technology, helping marketers add good old-fashioned phone calls to their digital marketing metrics. What that means is that Act-On customers will be able to monitor and track phone calls alongside other metrics such as website visits, email opens, and ad clicks, helping to build a better, more holistic view of return on investment for campaigns. Essentially it ties the last mile connection — you or me picking up the phone and directly calling a company — with the originating source of that engagement. ___________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Excerpt...
It’s the fact that the HubSpot CRM reverses the priority of CRM – from sales first to marketing first. So now, rather than CRM and sales leading the customer process, HubSpot reaches out through its marketing platform to engage customers and then automatically connects them through to the sales teams seamlessly. The CRM platform works almost behind the scenes, logging your sales emails, phone calls and leads as they are made, not after the fact. And because it is part of the one platform, the marketing data that has been accumulated through various touch points, from web, to download, to webinar and so on, is also immediately available to the sales team as the relationship moves closer to conversion. This new extension to an already powerful mid-market solution will strengthen what is already an attractive software platform. More importantly, it presents small and medium businesses with a compelling proposition – all in one, integrated sales and marketing automation. __________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Digest...
In addition to launching a CRM at its INBOUND 2014 event, HubSpot added a number of new features to its marketing platform, including enhanced attribution and revenue reporting, campaign wizard and a content calendar. These upgrades come as the company prepares to launch its IPO. “Our ultimate goal since we started HubSpot has been to help companies and agencies worldwide grow their business with inbound marketing,” Dharmesh Shah, HubSpot’s Co-founder and Chief Technology Officer, told attendees at INBOUND 2014. “The product launches represent massive leaps in what’s possible for marketers with HubSpot’s platform, and include features that will help marketers worldwide fundamentally transform the buying experience e for their prospects, customers, and leads.” Among the new features, Shah highlighted revenue reporting, which he called “the one metric that matters most.” The upgrade is an expansion of Revenue Reporting in HubSpot to work with a range of CRMs and tie marketing channels, content offers, and campaigns to the bottom line, he explained. __________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Digest...
HubSpot, the IPO-bound company that makes marketing software that runs in the cloud, expanded into two new lines of business today. Today it added two new product lines — one is a customer-relationship management (CRM) application, and the other it calls a sales acceleration application. HubSpot is going after companies that Salesforce and other CRM vendors tend to overlook. He called it the “mid-market,” or companies with 20 to 2,000 employees. A CRM add-on has been HubSpot’s most-requested addition from its 12000 customers. As for the sales acceleration part, HubSpot has changed the name of an existing tool called Signals, which debuted last year, to Sidekick. The basic point of Sidekick is to let you know when a potential sales lead is “engaging,” which is a fancy of way of saying checking out your stuff. __________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Digest...
As I say, this result was totally unexpected, but it can still be explained with 20/20 hindsight. I might have expected more development of features for social, mobile, and content marketing, which are top-of-mind for many marketers today. But social and content marketing are mostly managed outside of marketing automation and mobile is mostly limited to ensuring messages are viewable on mobile devices. By contrast, analytics is something most marketers do want from their marketing automation system and an area where great improvements are still possible. So a clear-eyed understanding of how marketing automation is actually used, as opposed to what people are talking about, would have predicted analytics as the focus of vendor attention. Other information based on VEST results includes: • Industry growth remains on track to reach the $1.2 billion in 2014 vendor revenues estimated by Raab Associates in February, a 50% increase on 2013. • Features are being added most aggressively by newer products including SimplyCast, SharpSpring, MindFire, and Microsoft Dynamics Marketing, which are filling in gaps in their offerings. • Despite fast growth and new competitors, leading vendors in each segment defined by the report have remained the same. The segments are micro-business (under $5 million revenue, small and mid-size business ($5 to $500 million revenue) and large enterprise (over $500 million revenue). Vendor ratings are determined by a transparent scoring process, using the VEST data points and separate weights for each segment. __________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Digest...
Salesforce ExactTarget Marketing Cloud (try saying that three times fast) has launched a new visual “Journey Builder” that promises to enable marketers to understand, define, and create coherent, unified customer experiences across Web, social, email, apps, advertising, sales, and service. That’s a big promise. And it’s available today. Salesforce plans to deliver on this promise by providing essentially a drag-and-drop graphical user interface for customer interactions, across all your media and channels. Salesforce calls it a “canvas,” which marketers can use to map customer journeys across apps and social and email, building flows and stages through which they hope to bring prospects and existing customers. Journey Builder is available today, but the new features won’t be available until about November/October of this year. Pricing will start at $5,000/month for a subscription, with the dollars rising as you send more messages to customers via the system. __________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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When I find a copy, I'll post for your review.
marketingIO: One Source for All Marketing Technology Challenges. See our solutions. Email your comments to joe_rizzo@marketingIO.com. I’ll publish it here.