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1、MARTECH INTELLIGENCE REPORTE L E V E N T H E D I T I O NB2BMARKETING AUTOMATIONPLATFORMS:A MARKETERS GUIDEMarketing is on the move.In our latest State of Marketing report,uncover insights from over 8,200+leading marketers worldwide.Learn Get the report at five major trends set to inform your strateg
2、y for the year ahead.See the 5 trends facing marketers working from anywhere.2023 Third Door Media,Inc.2 https:/martech.orgMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers GuideScope and methodology.2B2B marketing automation overview .4Figure 1:Marketing automation platform
3、s appear ripe for replacement.4Figure 2:75%of replaced systems had been in place between 1 and 5 years.5Figure 3:Marketing automation is on the rise,globally.5The personalization imperative.6Figure 4:Business buyers expectations are high.6Figure 5:Technology used by practitioners of account-based ma
4、rketing.6Big mergers are done;plenty of smaller ones on the horizon.7Select marketing automation providers acquisitions.7B2B MAP capabilities.8Capabilities.8Dynamic content creation and delivery.8Lead management.9Predictive analytics.9Mobile marketing .10Account-based marketing.10Social/lead profile
5、 integration.10Native CRM integration.10 Third-party software connectivity.10Proactive recommendations based on AI.11Choosing an enterprise B2B marketing automation platform.11The benefits of using B2B marketing automation.11B2B MAP pricing .12Recommended steps to making an informed purchase.12Step
6、One:Do you need a marketing automation platform?.12Step Two:Identify and contact appropriate vendors .13Step Three:Scheduling the demo .14Step Four:Check references,negotiate a contract .15Conclusion.16Vendor profiles.17Acoustic.17Acquia.21ActiveCampaign.23Adobe Marketo.25Bloomreach.28HCL Unica.31Or
7、acle Eloqua.33Salesforce.36SugarCRM.40Thryv.43Table of Contents 2023 Third Door Media,Inc.3 https:/martech.orgMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers GuideScope and methodologyThis report examines the current market for B2B marketing automation platforms(MAPs),and
8、the considerations involved in implementing marketing automation software.It addresses the following questions:What factors are driving B2B MAP use?What capabilities do B2B MAPs provide?Does my company need a marketing automation platform?Who are the leading players in B2B marketing automation?How d
9、o I evaluate which platform is best for my business?If you are considering licensing a B2B MAP,this report will help you decide whether it is a necessary investment.The report has been completely updated to include the latest industry statistics,developing market trends and new vendor profiles and p
10、roduct updates.For the purposes of this report,a MAP is defined as follows:Software to execute,manage and automate repetitive marketing tasks and processes to engage customers and prospects more effectively through multiple channels(i.e.,email,mobile,social media and websites).Marketing automation f
11、ocuses on the definition,scheduling,targeting 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 vendors profiled in this report represent only some of the providers;this
12、 is not a comprehensive list.This report is not a recommendation of any MAP or company and is not meant to be an endorsement of any product,service or vendor.This report was prepared by conducting in-depth interviews with leading vendors and industry experts in the fourth quarter of 2022.These,in ad
13、dition to third-party research,form the basis for this report.Editorial Adviser:Kim Davis,Editorial Director,MarTech,Third Door MediaWriter,Editor and Analyst:Pamela Parker,Research Director,Third Door MediaResearcher:Marianne Fulgenzi,Research Consultant 2023 Third Door Media,Inc.4 https:/martech.o
14、rgMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers GuideMAPs are often overlooked by marketers amid the chase after the shiny new thing.B2B marketing automation overview MAPs help businesses identify potential customers and automate the process of nurturing the leads to sal
15、es readiness using channels like email,social media,webpages and display ads to bring customers and prospects to customized landing pages and through other experiences designed to move them down the purchase funnel.These platforms integrate tightly with CRMs and CDPs,continuously collecting more dat
16、a about leads to fuel insights and further personalization,often with the assistance of artificial intelligence and machine learning.MAPs are often overlooked by marketers amid the chase after the shiny new thing.They are taken for granted in part because of their ubiquity and critical importance as
17、 the central hub of many businesses marketing stacks.Perhaps thats why,in a time of rapid change,marketers are replacing their MAPs more frequently than other technologies it is critical the MAP does what the business needs it to.MAPs were replaced by 23%of the respondents to our Third Door Media Ma
18、rTech Replacement Survey in 2022,similarly to the 23%that reported replacing MAPs in 2021.Figure 1:Marketing automation platforms appear ripe for replacementMarketing automationCRMSEO toolsEmail distributionWork and project managementVirtual events/Webinar platformE-commerceCMSABMAnalytics/business
19、intelligenceDigital asset managementAttribution/performance toolsCustomer data platformCustomer journey orchestration/analyticsData management platformMulti-function marketing suitee.g.Adobe Marketing Cloud,Salesforce Marketing Cloud,Oracle Marketing CloudIdentity resolutionDXPWhat marketing teams r
20、eplacedOut of the 18 categories we included in the survey,all were replaced by some respondents2022202125%20%15%10%5%0%Source:Third Door Media MarTech Replacement Survey,2022 2023 Third Door Media,Inc.5 https:/martech.orgMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers Guid
21、eThe global marketing automation software market is expected to grow from$5.84 billion in 2022 to$9.36 billion by 2026,representing a compound annual growth rate of 12.5%Digging down into the motivations for replacement,the marketers who said they replaced MAPs in 2022 generally went from one packag
22、ed commercial solution(rather than a home-grown application)to another commercial tool,with most seeking better features(58%)and improved integration(23%).Most platforms being replaced had been in use between 1 and 5 years(75%),while 11%of respondents said they were replacing systems in place betwee
23、n 6 and 10 years.(See Figure 2)Figure 2:75%of replaced systems had been in place between 1 and 5 yearsLess than a year1-2 years3-5 years6-10 yearsMore than 10 yearsDont know6%35%38%12%6%3%How long was the system youre replacing used for?Source:Third Door Media MarTech Replacement Survey,2022The glob
24、al marketing automation software market is expected to grow from$5.84 billion in 2022 to$9.36 billion by 2026,representing a compound annual growth rate of 12.5%,according to ResearchandMarkets.(See Figure 3)Figure 3:Marketing automation is on the rise,globallyGlobal MarketMarket forecast to grow at
25、 CAGR of 12.5%USD 5.84 billionUSD 9.36 billion20222026Source:ResearchandMarkets 2023 Third Door Media,Inc.6 https:/martech.orgMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers GuideB2B marketers are increasingly adopting account-based marketing techniques and theyre often lo
26、oking to their MAPs to assist them.The personalization imperativePersonalization is an increasingly important part of B2B marketing.Salesforces survey of B2B buyers and marketers found 69%expect companies to anticipate their needs,while 60%are comfortable with having their personal information gathe
27、red for the purpose of personalizing their experiences(See Figure 4).Figure 4:Business buyers expectations are high69%60%of business buyers expectcompanies to anticipatetheir needsof business buyers are comfortable with companies applying relevant personal information in exchange for personalized en
28、gagementSource:TDM MarTech Replacement Survey,2022B2B marketers are increasingly adopting account-based marketing techniques and theyre often looking to their MAPs to assist them.Indeed,MAPs are the most-used piece of technology by B2B marketers practicing account-based marketing(ABM),with a report
29、from the IT Services Marketing Association finding 71%of marketers used the technology for lead management and nurturing(see Figure 5).Figure 5:Technology used by practitioners of account-based marketingMarketing automation for lead management and nurturing71%Digital advertising and retargeting66%In
30、sights to gather market,account,and stakeholder intelligence51%Website personalization to serve relevant content41%Lead to account matching37%Dimensional mail to integrate personalized direct mail into digital marketing37%Contact data or predictive vendors to find relevant contacts or accounts35%Con
31、tent management31%Predictive analytics tools for account selection33%Business intelligence or ABM data aggregators to measure results by account29%Social listening20%Orchestration for intelligent account plans across teams and channels15%Chatbots or conversational interfaces15%Source:Korn Ferry Buye
32、r Preferences Study,2021.2023 Third Door Media,Inc.7 https:/martech.orgMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers GuideBig mergers are done;plenty of smaller ones on the horizonThe enterprise B2B marketing automation market is concentrated among a few cloud vendors,in
33、cluding Salesforce,Oracle and Adobe.Acquisitions by these players aimed at consolidating their positions at the top of the market have now been largely integrated.Oracle bought Eloqua in December 2012,becoming the first to add marketing automation to its offerings.Salesforce bought ExactTarget in 20
34、13,a year after that company purchased marketing automation vendor Pardot.In 2018 Adobe bought rival MAP vendor Marketo.In 2019 IBM spun off its Watson Marketing operation into the standalone marketing cloud provider Acoustic.IBM also sold its Unica MAP to HCL Technologies that year.That year also s
35、aw significant acquisition by independent MAP providers.Mautic was purchased by Acquia which was purchased by Vista Partners a few months later.In May,SugarCRM picked up Salesfusion and re-branded it Sugar Market.The pandemic year of 2020 saw acquisitions of smaller players,for the most part.CRM com
36、pany Pipedrive purchased Mailigen in March.December 2020 saw marketing automation/attribution player Springbot acquire Matcha.Meanwhile,Thryv Holdings acquired Sensis in March 2020,rebranding it as Thryv in September 2021.The consolidation kept going in 2021,with Bloomreach raising$150 million and u
37、sing some of that to purchase Exponea.Maropost acquired e-commerce platform Neto,subsequently rebranding the platform as Maropost Commerce Cloud.Constant Contact purchased SharpSpring,adding to its stable of offerings for SMBs.Meanwhile Intuit purchased Mailchimp.2022 was a quieter year for the sect
38、or,with Thryv acquiring Vivial Media for$21 million and Bloomreach bringing in$175 million in additional funding,which it said it would use for research and development and expansion.There will likely be more acquisitions and positioning shifts to come,as marketing automation capabilities are combin
39、ed with categories like CRM,lead management and campaign automation.Select marketing automation providers acquisitions 2022 Thryv acquires Ohio-based Vivial Media,a regional provider of small business digital and print marketing services,for$21 million.Bloomreach raises a$175 million Series F,saying
40、 it will invest in research and development as well as international expansion.2021 Intuit acquires Mailchimp,an email and marketing automation player,for$12.2 billion.Maropost acquires e-commerce platform Neto in March 2021 for$60 million,rebranding it as Maropost Commerce Cloud.Constant Contact pu
41、rchases SharpSpring for$240 million,adding to its stable of offerings for SMBs.Following a 2020 round of$100 million,ActiveCampaign raises$240 million in Series C funding.Investors say this puts its valuation at more than$3 billion.The company says it plans to invest in product development,expansion
42、 and building its partner ecosystem.Bloomreach raised$150 million,using some of the proceeds to purchase Exponea.It says it also intends to invest in engineering and product development.2020 Springbot buys Matcha for an undisclosed sum.Facebook acquires Kustomer for a reported$1 billion.Pipedrive bu
43、ys Mailigen for an undisclosed sum.Thryv Holdings buys Sensis for$200 million,rebranding it as Thryv.2019 Acquia acquires Mautic for an undisclosed sum.Later in the year Acquia is purchased by Vista Equity Partners for$1 billion.SugarCRM buys Salesfusion for an undisclosed sum;rebrands it as Sugar M
44、arket.This followed the companys purchase of Collabspot and preceded its purchase of Corvana.These units are now called Sugar Connect and Sugar Discover,respectively.Mailchimp acquires Sawa for an undisclosed sum.Infusionsoft rebrands as Keap and expands product lineup.j2Global acquires iContact for
45、$49 million.Source:Third Door Media,Crunchbase 2023 Third Door Media,Inc.8 https:/martech.orgMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers GuideMany MAP vendors have roots in email marketing,which continues to be a core function and is often the only function customers u
46、se.B2B MAP capabilitiesThe more basic functions of marketing automation have become somewhat commoditized,so platform vendors mostly try to differentiate on the ability to scale(especially to new marketing channels),usability,ease of implementation and customer experience features.One feature being
47、added by many vendors is the use of artificial intelligence and machine learning to suggest audiences or messaging.Vendors continue to expand training programs,as well as add-on professional services,to improve platform use.Online communities for both customers and developers are also increasingly i
48、mportant to strengthen platform support,advocacy and market penetration.Many MAP vendors have roots in email marketing,which continues to be a core function and is often the only function customers use.However,many platforms offer an evolving range of email marketing features,including advanced lead
49、 management,ABM tools and predictive analytics.Additionally,they are built with open architectures that make it easier to integrate with the other parts of a martech stack.(See Figure 1 for a vendor comparison.)CapabilitiesVirtually every solution in this report comes with tools for email campaign d
50、evelopment and execution(including landing pages),as well as lead capture,scoring and nurturing.They also typically provide centralized marketing databases and a basic level of reporting on web traffic,visitor behavior and campaign results.Additionally,native CRM integrations are included,as are app
51、 marketplaces or APIs to enable faster connections with other technologies.The market is quickly evolving,as B2B marketers demand integrated marketing functionality.Vendors continue to add features for building,tracking and managing campaigns across channels and/or devices,and monitoring the flow of
52、 leads as they move from marketing to sales.Many vendors see marketing automation as just one element of a larger platform focused on customer engagement.These more advanced features include,but are not limited to:Dynamic content generation(email,SMS,landing pages and/or website);Email deliverabilit
53、y tools;Account-based marketing(ABM)features;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.Dynamic content creation and delivery Virtually all MAPs
54、let users create,send and measure personalized email campaigns.Where they differ is in how email,landing page and website content are created and personalized.Some offer wizard-based campaign design or content templates,while others provide a more customized approach.2023 Third Door Media,Inc.9 http
55、s:/martech.orgMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers GuideThere 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
56、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 deliverabili
57、ty by including their own email deliverability services or those from partners.Email and landing page previewing has become more important as marketers seek to reach their audience through mobile devices and see what their message will look like on a variety of different screens.Lead managementLead
58、management comprises three functions:lead capture,lead scoring and lead nurturing.Leads are captured from the various sources feeding the marketing automation database.These include,but are not limited to,website visitors,social media,paid digital campaigns,email marketing respondents,trade show att
59、endees and purchased third-party lists.The ease with which additional lead sources can be captured,such as through an open API,and whether the platform offers landing page optimization,will differ among platforms.Lead nurturing is the process of keeping prospects engaged through periodic,personalize
60、d communications or campaigns until they are ready to buy.MAPs may offer pre-built nurturing steps or actions,as well as allow users to customize their content and process.When done right,customization can build a relationship between the brand and its prospects,and drive interaction with sales when
61、 the prospect is ready.This capability is also being augmented with artificial intelligence and machine learning technologies,which can analyze vast amounts of data to suggest the best next step for engagement.Lead scoring assigns a value to each lead based on a predetermined set of rules or criteri
62、a.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 MAPs now offer predictive scoring driven by machine learning,which can incorporate hundreds of data points by sourcing websites,soci
63、al networks and internal systems such as the CRM and marketing database itself to calculate scores.Predictive analyticsVirtually all the MAPs 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
64、,content downloaded and campaign responses.More vendors are offering predictive analytics and models based on machine learning.This uses algorithms to process data and surface trends or insights that enable marketers to customize visitor experiences and marketing campaigns.Several platforms have inv
65、ested in AI to go a step beyond machine learning.This uses technology to mimic human intelligence and recommend marketing actions or outcomes.These may include highly personalized website content or product recommendations based on analyses of consumption trends,on-site behavior,firmographics and CR
66、M data.Other vendors rely on plug-and-play integration with predictive analytics tools to offer greater analytics and personalization capabilities.Lead nurturing is the process of keeping prospects engaged through periodic,personalized communications or campaigns until they are ready to buy.2023 Thi
67、rd Door Media,Inc.10 https:/martech.orgMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers GuideWith more businesses seeking to align marketing with sales,native or out-of-the-box integration with CRM systems has become a critical feature for MAPs.Mobile marketing Creating an
68、engaging experience for mobile prospects and customers is a must-have capability.As a result,many MAPs include responsive templates for email,landing pages and web forms.Several vendors integrate with email testing tools such as Litmus,which allow users to preview email messages across clients and d
69、evices.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 ha
70、ve also expanded platform access to mobile users,moving beyond automated alerts and remote data collection to full platform management.Account-based marketing Aligning marketing initiatives with sales teams is a top ABM priority for marketers.The goal is to target marketing programs to prospect or c
71、ustomer buying teams,rather than individuals(who may have moved into new positions or firms.)The larger the purchase,the more people and departments are involved.Vendors continue to add new ABM features to enable marketers to address the buying group as well as individual members,including enhanced
72、account nurturing and predictive scoring capabilities.Social/lead profile integration Most of the MAPs 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 provide more advanced tools t
73、o 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 integrationWith more businesses seeking to align marketing with s
74、ales,native or out-of-the-box integration with CRM systems has become a critical feature for MAPs.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 i
75、ntervals.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 MAP so marketers can use it too.Third-party software connectivity Vendors continue to use APIs and app marketplaces as a way for customers to access an expansive ar
76、ray of third-party software systems.The app marketplaces provide faster“plug-and-play”access between the systems,although there may be additional fees to purchase.If a preferred app is not available on a vendors marketplace it doesnt mean the two systems wont connect just that some customization wil
77、l be required.API use may incur additional charges,generally on a per-call basis for each data download App marketplaces can be an important area of differentiation for vendors.Cultivating relationships with developers who create add-ons and integration tools adds to the softwares utility without re
78、quiring the vendor to develop those integrations.If youre considering licensing a MAP,be sure to assess potential partners efforts in this arena.2023 Third Door Media,Inc.11 https:/martech.orgMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers GuideProactive recommendations ba
79、sed on AIMartech vendors in many categories,including B2B marketing automation,are working to smooth the workflow for marketers using their product.One significant focus is giving users proactive recommendations or suggestions for best next steps based on aggregated data and historical usage pattern
80、s.Choosing an enterprise B2B marketing automation platformThe benefits of using B2B marketing automation The proliferation of channels and devices makes it difficult to target prospects with the right messages,on the right devices,at the right times.The rapid shift to all-online interactions sparked
81、 by the COVID pandemic also raised the level of competition in the inbox,so relevant messaging is more important than ever before.Prospects are managing more of the buying process themselves.They are creating short lists of vendors by researching brand websites and social channels without ever speak
82、ing to a sales rep.Being effective in this environment means marketers must be creative,targeted and aligned with sales goals;they must also have visibility into buyer attributes and behaviors.These challenging market dynamics and increased ROI pressure make these potential benefits of a MAP more at
83、tractive than ever: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 sav
84、es 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 with a lead scoring system to generate and identify sales-qualified leads.A multichannel view of pr
85、ospect behavior.Todays MAPs integrate multiple channels and devices including social media and mobile to create more comprehensive prospect profiles and holistic views of prospect behavior.Platforms with strong ABM capabilities let marketers see the behavior of a buying group,as well as learn the in
86、terests of each individual in it.Better alignment of sales and marketing goals.MAPs can help align sales and marketing efforts to ensure that sales reps are working with sales-ready leads.By jointly setting scoring parameters and defining qualified leads,sales and marketing become a better team.Mark
87、eting works on building relationships with early stage leads which lets sales focus 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 who implement m
88、arketing automation have a 10%increase in their sales-pipeline contribution.It can also result in a 15%increase in sales productivity and a 12%decrease in marketing overhead,according to tech research firm Nucleus Research.Martech vendors in many categories,including B2B marketing automation,are wor
89、king to smooth the workflow for marketers using their product.2023 Third Door Media,Inc.12 https:/martech.orgMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers GuidePlatformDynamic content creationLead managementPredictive Analytics (AI/ML)Mobile marketingABMSocial integrated
90、 w/lead profilesNative CRM integrationThird-party software connectivitySMS/PushIn-app notificationsRemote platform accessAPIApp marketplaceAcousticEmail/landing pages/site personalization4444444MS,MG,SF,SU44AcquiaEmail/landing pages/site personalization4444444CW,PD,SF,SU,ZH44ActiveCampaignEmail/land
91、ing pages/site personalization4444444MS,PD,SF,SU,ZH44Adobe MarketoEmail/landing pages/site personalization4444444MD,SF44BloomreachEmail/landing pages/site personalization4444444MD,PD,SF,SU,ZH44HCL UnicaEmail/landing pages/site personalization4444444SF44Oracle EloquaEmail/landing pages/site personali
92、zation4444444IN,MS,OCRMOD,ONS,OSC,SF,SU44Salesforce Marketing Cloud Account EngagementEmail/landing pages/site personalization4444444SF44Sugar MarketEmail4444444BH,MD,SG,IN,NS,SF,SU44Thryv Email/landing pages/site personalization 4844448Thryv44CRM abbreviations:Batchbook(BA),BH(Bullhorn),CW(ConnectW
93、ise),HUB(HubSpot),IN(Infor),MG(Magento),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 MediaTable 1:Select B2B marketing automation platform
94、 features 2023 Third Door Media,Inc.13 https:/martech.orgMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers GuideUnderstanding your current marketing processes,knowing how to measure success and being able to identify where you are looking for improvements,are critical inform
95、ation when deciding about a MAP.B2B MAP pricing Virtually all MAPs offer SaaS-based pricing,meaning software is licensed by the customer and hosted by the vendor.Some vendors targeting the enterprise market also offer on-site installation and implementation services.Pricing is often based on the num
96、ber of contacts in the marketing database,the number of email marketing messages sent each month and/or the number of users.Many vendors require annual contracts(although some offer month-to-month pricing)and may offer discounts in exchange for longer-term commitments.Recommended steps to making an
97、informed purchase Understanding your current marketing processes,knowing how to measure success and being able to identify where you are looking for improvements,are critical information when deciding about a MAP.The following section outlines four steps to help your organization begin that process
98、and choose the MAP that is the right fit your business.Step One:Do you need a marketing automation platform?Deciding whether your company needs a MAP requires the same evaluative steps involved in any software adoption.These include a comprehensive self-assessment of your organizations business need
99、s,staff capabilities,management support and financial resources.Use the following questions as a guideline to determine the answer.Have we outgrown our current marketing system?Marketing automation is often a solution for rapidly growing companies which need to scale their efforts.If you have data i
100、n multiple databases that cannot be consolidated or are using an email system that cant deliver the level of behavioral targeting you need,it may be time for marketing automation.What marketing automation capabilities are most critical to our business?Identify and prioritize your software requiremen
101、ts and the key capabilities youll need.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.Knowing all this puts you in the better po
102、sition to control the selection process and choose the platform best for your organization.What kind of MAP do we need?Marketing automation is not a one-size-fits-all solution.Nearly all companies offer the same basic capabilities for email,website tracking and a marketing database.Additional capabi
103、lities vary,however,so its 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 audienc
104、e segmentation and personalization?2023 Third Door Media,Inc.14 https:/martech.orgMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers GuideTo maximize your ROI,staff will need training and a willingness to develop and execute new business processes.You may also need to conside
105、r several new hires.What are our goals?It is critical to know your goals for the marketing automation system.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 i
106、nto 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 organizations goals.How will it integrate with our existing tech stack?You need to identify all the tools
107、you already have 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.Does management
108、support this purchase?Every marketer should have an executive sponsor to secure support at C-level.If you are not the ultimate decision maker for this purchase,you will need management to buy into the idea before going any further.Present a compelling case that the benefits of new software vastly ou
109、tweigh the costs.This could include converting more leads,making sales more efficient and improving campaign ROI.Do we have the internal skill sets and staff we need?To maximize your ROI,staff will need training and a willingness to develop and execute new business processes.You may also need to con
110、sider 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 who will be using th
111、e system once it has been adopted to take the lead in the selection process.How will we measure success?This is one of the toughest questions,and ties in directly to understanding why you are adopting a MAP.If your goal is to increase conversions,youll need to know what your conversion rate is befor
112、e automation to measure its impact.If its to improve email efficiency,be prepared with metrics on open rates,clicks,etc.In addition to measuring against your marketing goals,its wise to measure the depth and breadth of platform usage.Many marketers only use basic email capabilities,which ends up bei
113、ng a costly investment.Have we realistically assessed the cost?Some MAPs 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 in
114、direct 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 dont 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 t
115、emplates,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,research individual vendors and their capabilities by doing the following:Make a list of all the mar
116、keting automation capabilities you currently have(i.e.,email campaign sending),those you would like to have(i.e.,predictive scoring or recommendations)and those you cant live without(i.e.,plug-and-play CRM integration).This last category is critical and could help you avoid a costly mistake.2023 Thi
117、rd Door Media,Inc.15 https:/martech.orgMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers GuideWhen written properly,an RFP will facilitate the sales process and ensure both sides come to a shared understanding of the purpose,requirements,scope,and structure of the intended p
118、urchase.Research vendors using that list to see which ones can meet your needs.Then send them the list of what you need and set a timeframe for them to reply.Decide whether you need to engage in a formal RFI/RFP process.This is an individual preference but be sure to give the same list of capabiliti
119、es 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
120、goals and KPIs and how you will evaluate the success of your marketing automation efforts.Include details about timelines and the existing digital technology you have deployed.When written properly,an RFP will facilitate the sales process and ensure both sides come to a shared understanding of the p
121、urpose,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 to demo.Step Three:Scheduling the demo Set up demos within a relatively short time frame after receiving the RFP responses to help make relev
122、ant 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 the
123、y demonstrate the answer on the call?Other questions to ask each vendor include:4 How easy is it to integrate this software into my organization?4 What is the onboarding process?4 How long does implementation take?4 What kind of support and training are included in the base price?4 What does your pa
124、rtner and developer community look like?4 How do I maximize adoption in my organization?4 Will we have a dedicated account rep available to us?4 Do current customers utilize the full functionality?4 What new features are you focusing on for the coming year?4 Can we do a test run for a few days on ou
125、r own(i.e.,a free trial)?4 How do you protect and secure customer data?Do you have a roadmap for what you would do in the event of a hack?Dont hesitate to ask for a demonstration of the specific capabilities that you have identified in your RFI/RFP.Consider requesting product demos showing basic tas
126、ks and demonstrating core reports such as:4 Create and edit a new email from scratch.4 Import and segment data.4 Base data management,cleansing and enrichment options.2023 Third Door Media,Inc.16 https:/martech.orgMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers Guide4 Crea
127、te and edit a new landing page from scratch.4 Execute a simple campaign with an email,mailing list and landing page.4 See a report showing email opens,clickthroughs and landing page conversions.4 See a report showing web traffic and/or specific leads from an email campaign.4 ROI dashboards and repor
128、ts at the organization and campaign levels.4 Campaign attribution options and capabilities.This is an ongoing relationship;its important to feel that your questions are being answered.Step Four:Check references,negotiate a contract Before deciding on a vendor,check out its online community and revie
129、w sites,and speak with one or two customer references,preferably someone in a business like yours.The vendor should be able to supply you with references,but you should also ask around in professional discussion forums or at in-person conferences and networking events.Use this opportunity to ask any
130、 additional questions,and to find out more about any questions that werent answered during the demo.Make sure that the person youve been referred to is a primary user of the platform.Ask the people working with this vendor these basic questions:4 Why did you license a marketing automation platform?4
131、 Did you migrate to this platform from another?If so,how was the conversion process?4 Why did you select this platform over others?4 How long did the system take to implement?4 Has this platform lived up to your expectations?4 Did you receive the level of support you needed?4 What CRM system is this
132、 platform integrated with?Are you pleased with that integration?4 Were there any surprises that you wish youd known about beforehand?4 Where have you seen the most success?The biggest challenges?4 How are you measuring your own success?4 How responsive is customer service?4 Has there been any down t
133、ime?4 What is the most useful,actionable(favorite)report the platform generates?4 What do you wish they did differently?4 Why would you recommend this platform?4 How responsive is customer service?4 Has there been any down time?4 What is the most useful,actionable(favorite)report the platform genera
134、tes?4 What do you wish they did differently?4 Why would you recommend this platform?Although not all vendors require an annual contract,many do.Once youve 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
135、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 th
136、e answers up front and having them in writing will ensure fewer surprises or additional costs down the road.Before deciding on a vendor,check out its online community and review sites,and speak with one or two customer references,preferably someone in a business like yours.2023 Third Door Media,Inc.
137、17 https:/martech.orgMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers GuideConclusionWith martech budgets under greater scrutiny in the current economic environment,marketing leaders are expected to be able to demonstrate ROI for any new technology investment.MAPs are criti
138、cal for many businesses,offering numerous benefits by streamlining manual tasks,including lead management,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
139、 campaign integration.They also integrate seamlessly with many third-party CRM and other point solutions to offer extended capabilities,with many vendors beginning to see themselves as the center of the customer experience.The key to ensuring ROI is to make sure the platform is easy to use and scale
140、 and is suited to your organizations goals.Vendors offer extensive training programs,online communities and strategic consulting services to encourage more comprehensive use and create a higher return on marketing automation investments.To identify the MAP vendor that is the right fit for your organ
141、ization,it is imperative 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
142、in greater long-term ROI and business productivity.nWith martech budgets under greater scrutiny in the current economic environment,marketing leaders are expected to be able to demonstrate ROI for any new technology investment.2023 Third Door Media,Inc.18 https:/martech.orgVENDOR PROFILESMARTECH INT
143、ELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers GuideTarget customers B2B and B2C upper mid-market and enterprise marketing teams,supporting retailers,banks,insurance,e-commerce,education,travel,hospitality,media and entertainment.Company overview Acoustic L.P.helps businesses close
144、the digital experience gap by providing a holistic view into the customer experience and enabling them to deliver personalized experiences based on consumer needs and preferences.The Acoustic portfolio of companies helps businesses across industries grow customer lifetime value with award-winning te
145、chnology and dynamic client success teams.Product overview Acoustic Marketing Cloud is an end-to-end marketing engagement platform that helps companies and brands create continuous customer engagements,while providing visibility into the journey taken vs.the journey planned.Companies such as TicketM
146、aster,Harlequin,Republic Services,USO and others are able to create experiences that drive loyalty,acquisition,retention,and lifetime value.Acoustic Marketing Cloud is comprised of 5 components:Capture,Create,Select,Connect,and See.Capture:By connecting with customers ecosystems,capturing all the re
147、levant data on one data layer for example,from Acoustics insights layer and Tealeaf or from the CDP,CRM,or any other system thats already in the ecosystem.This data then flows to Acoustics functional capabilities:select,create and connect.Select allows marketers to segment audiences with a friendly,
148、no-code solution.Create includes Acoustics Multichannel Composer and Journey Orchestration capabilities,enabling marketers to develop hyper-personalized messages over multiple channels,creating elaborate journeys.Connect and Send Engine The insights from both marketing activity and the customer expe
149、rience are presented in a new user interface,replacing Acoustics existing analytics.See Acoustic Insights and Tealeaf allow marketers to better see and understand paths to conversion and abandonment as well as omnichannel performance across individual campaigns and orchestrated journeys.As a result,
150、marketers can see and understand how buyers move through the customer journey and why they abandon,and take action by engaging customers based on their actual experiences.Having these capabilities connected and working together with an automation enabled,easy to use,drag-and-drop interface,and an op
151、en architecture is how Acoustic helps clients build continuous customer journeys without needing large teams to manage and run it all.Drag-and-drop composing experience enables marketers of all levels to build emails without writing a single line of code.Automated journey programs enable marketers t
152、o execute at scale automated,multi-step campaigns across the entire customer journey(email,SMS,mobile push,social,web).Lead capture,nurturing and scoring models deliver high quality leads while decreasing customer acquisition costs.Built-in Litmus integration enables marketers with a Litmus account
153、to preview different email clients,including Gmail,Outlook,and iPhone and Android platforms,and receives reports such as geo-location(including city,state,and country),and average engagement time and preferred email client or device.Acoustic1125 Oak St.,Ste 201,Conway,AR 72032T:(866)820-Key customer
154、sAir New Zealand CuisinartFunding CircleGroupe SEB UK HelpPay PayPalKey executivesDennis Self,Chief Executive OfficerElmer Lai,Chief Financial OfficerScott Opiela,Chief Marketing OfficerChris Lanaux,Chief Product Officer 2023 Third Door Media,Inc.19 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGE
155、NCE REPORT:B2B Marketing Automation Platforms:A Marketers Guide 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 notification
156、s and in-app messages)to each contact.SMS,MMS and WhatsApp 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.Hyper-personalization th
157、rough relational tables ensure marketers can go beyond dynamic content to create highly personalized content and messages based on customer activity in the website or app.Lead management Journey orchestration.Lead scoring.Contact scoring.Native CRM integrations.Account-based management.Audience segm
158、entation and list management.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
159、management.Data enhancement and enrichment.Open connector to 3rd party applications.Data hygiene and cleansing.Response history and promotion management.Cross-channel consent management.Campaign channels Email,SMS,MMS mobile app push,social advertising,web,e-commerce,mobile messaging apps(WhatsApp,F
160、B Messenger),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,governance and distributed marketing.Analytics Campaign performance.Cha
161、nnel diagnostics and performance.Cross-channel attribution.More than 80 out-of-the-box reports and dashboards.Custom reports and dashboards.Behavioral analytics.Session replay.Heatmaps.Segmentation and audience reporting.Audience Health FA/B/n multi-variant testing reports.Data privacy GDPR.CCPA.ISO
162、 27001/27017/27018.SSAE-18 SOC 2 Type I.Right of Erasure.Right of Access.Integrations Integrates with CRM,CDP,web analytics,e-commerce and other marketing technology and advertising technology providers.Acoustic1125 Oak St.,Ste 201,Conway,AR 72032T:(866)820- 2023 Third Door Media,Inc.20 https:/marte
163、ch.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers Guide Out-of-the-box integrations with Salesforce,Microsoft Dynamics 365,Magento,and Sugar CRM.APIs set available for customized CRM app development.Acoustics open platform makes it easier for marketers t
164、o connect multiple applications into their marketing ecosystem with pre-integrated paid,owned,and earned channels.Customers pay as the volume of events syndicated across solutions increases.The Acoustic partner network delivers complementary agencies,partner offerings,and supporting services.Pricing
165、 and support Annual contract is required.Pricing is typically based on the number of messages sent(email,mobile push,SMS,etc.)for B2C clients.The majority of Acoustic Marketing Cloud contracts are 12/24/36-month terms.24/7 email and phone support included for all customers;an online support portal i
166、s 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.Acoustic1125 Oak St.,Ste 201,Conway,AR 72032T:(866)820- 2023 Third Door Media,Inc.2
167、1 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers GuideTarget customer Mid-market and enterprise businesses.Company overview Founded in 2007.1,400 employees.Acquia was acquired by Vista Equity Partners in September 2019.Acquia acquired Wide
168、n in September 2021 to build out its digital asset management(DAM)and product information management(PIM)offerings.Additional offices in:Madison,WI;Portland,OR;Santa Clara,CA;Toronto,Ontario;Brighton,U.K.;Reading,U.K.;Munich,Germany;Paris,France;Sydney,Australia;Tokyo,Japan;and Pune,India.Product ov
169、erview Acquia Campaign Studio(formerly Mautic)is a marketing automation platform that allows organizations to create,orchestrate and deploy customer experiences across all channels.Offers a drag-and-drop journey builder tool that allows marketers to orchestrate multi-step customer journeys by defini
170、ng different paths that respond to what customers are doing in real-time.This includes cross-channel,multi-touch and multi-step 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 aspect
171、s of their campaign directly;helping boost engagement,loyalty and customer lifetime value.Campaign channels 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,w
172、eb push&personalization,social media,ad tech,direct mail.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 per
173、sonalize messages across channels in the context of every customers journey,using customer profile and real-time engagement data to deliver relevant content to individuals via email and your website.Collaboration Manage multiple teams,geos,or business units with a multi-tenant marketing automation s
174、olution.Campaign Factory allows users to work across regions and business units leverage a unified experience,while the data still lives in individual instances.Analytics Acquia Campaign Studio offers detailed analytics and reporting capabilities,from quick-view dashboards personalized by user to de
175、ep dive read-outs on the real-time performance of any campaign or individual marketing element(e.g.email,landing page,form,etc.).Acquia53 State Street,10th Floor Boston,MA 02109 T:Key customers ApplauseAsana RebelDar Al KhaleejuTestKey executives Mike Sullivan,Chief Executive Officer Dries Buytaert,
176、Co-Founder and Chief Technology Officer Chris Andersen,Chief Financial Officer Mark Picone,SVP and GM,Marketing Cloud 2023 Third Door Media,Inc.22 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers Guide Journey Analytics and Optimization:User
177、s 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.Data privacy Acquia Campaign Studio enables customers to be fully compliant with GDPR,CASL and has received EU Privacy Shield ce
178、rtification.Integrations Natively integrated with Acquia CDP,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 St
179、udio,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 CDPs unified profile.Organize customer profiles into any customized s
180、egment,category,or tag that aligns with a marketing mission,strategy,or program.Acquia Campaign Studio provides real-time integrations to third-party systems via plug-ins and custom integrations to support inbound and outbound data flow.Pricing and support Pricing not disclosed.2023 Third Door Media
181、,Inc.23 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers GuideTarget customer SMBs to enterprises in all industries across B2B,B2C and e-commerce.Company overview 1,000 Employees.Founded in 2003.$360M in three rounds of venture capital fundi
182、ng,including$240M in April 2021.Customers in 170 countries worldwide.Product overview ActiveCampaigns Customer Experience Automation(CXA)platform enables businesses of all sizes to deliver personalized experiences at every stage of the customer lifecycle across email,social,messaging,chat,and text.B
183、usinesses can leverage pre-built automation that combines CRM,advanced segmentation and email marketing to orchestrate personalized automations for a connected customer experience to scale and drive growth.With more than 900 integrations including Shopify,Square,Facebook,Eventbrite,Wordpress and Sal
184、esforce,businesses can unite marketing and sales operations with a technology stack for a more efficient and cohesive experience across all channels.Marketing and sales teams can leverage the platform to improve communication and engagement across the customer lifecycle.Use cases include:Automate sa
185、les lead qualification Manage and view the entire sales pipeline Connect CRM and leverage customer data from marketing and success interactions to personalized emails,SMS,and chats.Nurture leads via different automation routes based on their interactions.Dynamic email flows depending on interests,de
186、mographic data,and behavior.Customized emails with product information direct from online store to promote new launches,cross-sell and upsell.Flexibility to set up conditions on which customers should receive email communications.Lead management Visibility of the entire sales pipeline and set up aut
187、omations to move lead across the pipeline based on interactions,conversations,or other qualifying attributes.Lead scoring to help apply a value to the deal to inform the sales team about who is ready for additional engagement.Sales reps can automatically trigger email notifications and assign tasks
188、based on lead score changes,so they can follow up personally with deals that are most likely to close.Campaign channels Native solutions for email,landing pages,SMS,webchat,and social media.Integrates with over 900 best-in-class sales,marketing,and success solutions,as well as tools like Shopify,Sla
189、ck,and Google Sheets.Automate customer experience at every touchpoint so each customer can get the right message at the right time,on the channel they are most likely to engage with.Drag-and-drop email designer that can set up personalized campaigns in minutes.ActiveCampaign1 North Dearborn St.,5th
190、Fl.Chicago,Illinois,60602T:800-357-Key customers Hipcooks Iconosquare Koia McCrindleParty HeadphonesThinkificKey executives Jason VandeBoom,Founder and Chief Executive OfficerShay Howe,Chief Marketing OfficerTony Newcome,Chief Technology OfficerDutta Satadip,Chief Customer Officer 2023 Third Door Me
191、dia,Inc.24 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers GuideCollaboration Automation-first approach to streamlining communications and tasks.Sales and marketing teams can automate their processes to drive efficiency and enhanced collabo
192、ration between teams.Notifications and tags to update the contact field based on an action and steps to begin another information workflow once a goal is reached.Automation workflows to loop in data from integration of third-party tools and apps to import key data into contact records or manage pers
193、onalization within emails.Connect with integrations like Slack,Google Sheets,Asana,and M to better collaborate and stay on top of data and tasks that can drive efficiency.Analytics Reports that help customers identify trends across emails,automations,sales pipelines,and more.Track interactions acros
194、s any channels,such as:Deal reports that can help sales managers forecast and track a sales reps success.Conversion attribution reports help confirm a campaigns success to identify which touchpoints are not delivering and discover new trends or opportunities.Track success of an automation to optimiz
195、e workflow and provide an optimal customer experience.Identify chat performance from the chat conversation dashboard to see origination URL of conversations,number of contacts acquired,average response times,and more.Enterprise customers have access to custom reporting.Build dashboards and reports b
196、ased on specific team needs.Data privacy ActiveCampaign tools scan code and infrastructure to automatically detect anomalous activity.Privacy matters.Data is classified and restricted to prioritize sensitive information.Each persons data is kept separate from others.Along with data centers,this sepa
197、ration helps keep data secure.ActiveCampaign networks use a layered access classification framework to provide data separation.Each client-protected data store,physical or virtual private cloud,is a fully security-hardened stack that includes endpoint and network threat prevention,application firewa
198、lling,and vulnerability scanning.Integrations Over 900 third-party apps and integrations,including direct,two-way integrations with tools like Shopify,Salesforce,WordPress,WooCommerce,Facebook Custom Audiences,Google Analytics,PayPal,and more.Native integration with Microsoft Dynamics 365,Pipedrive,
199、Salesforce,SugarCRM and Zoho.Custom objects that give users a complete view of every customer and their touchpoints by unifying data from the apps they use the most.An AppStudio and developer fund to support and allow developers to build connections and tools that integrate directly into ActiveCampa
200、ign platform.Pricing and support For info about pricing,please visit:https:/ Free 14-day trial.No annual contract required.Customer success commitment provides services like free implementation,accelerated onboarding and training,850+pre-built automation recipes,and more.Access free ongoing training
201、 includes study halls,webinars,consultative sessions,and strategy workshops with ActiveCampaign support teams.ActiveCampaign1 North Dearborn St.,5th Fl.Chicago,Illinois,60602T:800-357- 2023 Third Door Media,Inc.25 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:B2B Marketing Automation
202、Platforms:A Marketers GuideTarget customer SMB to enterprise-level B2B marketers and 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 19
203、82.28,783 employees as of FYQ2,2022.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.Product o
204、verview Cloud-based Marketo Engage features 10 major capabilities for:Marketing automation to create,automate,and measure campaigns across channels.Email to engage customers with relevant conversations in minutes.Mobile to communicate with customers using mobile devices.Social integration to identif
205、y 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 ensures best fit assets are presented.Sales Insight to drive account and prospect intelligence to sales.Sa
206、les insight actions to give sales engagement tools for prospecting and inbound follow-up.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 de
207、duplication and data cleansing enabled through turnkey integrations with a number of LaunchPoint partners,including RingLead,ReachForce,StrikeIron,and CRMFusion.Account-Based Marketing(ABM)capabilities offers unified lead and account-based strategies.Account insights and profiling to identify the ri
208、ght target accounts using data and AI.Account Smart Lists leverage AI and predictive scoring to reveal best fit accounts with or without contacts for campaign activation(e.g.activate accounts with no contacts on LinkedIn for paid media campaigns).Personalized experiences are automated across account
209、s with intelligent account nurturing.Account based insights delivered to sales offering full visibility across the buying team.Sales partnership capabilities shares customer intelligence across every touch of the buyer journey.Multi-attribute lead scoring across sales and marketing touches.Real-time
210、 data capture and bi-directional data integration sync with CRM.Power multiple sales engagement capabilities and digital sales playbooks.Prioritized lead and account engagement scores.Supported sales engagements and channels include email,phone,sales and Marketo(an Adobe Company)345 Park AvenueSan J
211、ose,CA 95110 T:408-536-Key customersCharles SchwabGE Panasonic Lumen RingCentral RocheKey ExecutivesShantanu Narayan,Chairman,President and Chief Executive Officer,AdobeVenu Tavisala,Senior Director,Product Management,Adobe Marketo EngageAmit Ahuja,SVP,Adobe Experience Cloud,Platform and PracticesBr
212、ian Glover,Senior Director,Product Marketing,B2B Customer Journeys 2023 Third Door Media,Inc.26 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers Guidemarketing nurture campaigns,preloaded email templates,suggested email categories,cross-chan
213、nel personalization.Individual and team performance data.Lead management Marketo Engage includes five essential capabilities:content personalization,cross-channel segments,lead management&nurturing,sales partnership,marketing impact analytics.Provides landing pages and progressive forms.Users can de
214、velop and qualify potential buyers with personalized nurturing campaigns and scoring capabilities.Prioritize the best leads with quality and urgency ratings.Marketo Engage has invested in AI-driven capabilities like Predictive Audiences that support look-alike models and predictive models to help ma
215、rketers discover new unique audiences and prospects using data science,and Predictive Content for AI-powered emails and website experiences.Marketo Engage has invested in AI-driven capabilities like Predictive Audiences,that support look-alike models and predictive models to help marketers discover
216、new,unique audiences and prospects,using data science.Campaign channels Email.Mobile push notifications and in-app messages.Direct mail.Social media.Digital advertising.Website personalization.Conversation automation(chat).Webinar and conference services.Video/interactive applications.Tradeshows,sem
217、inars,and events.Collaboration Flexible and customized access,users,roles,and permissions across user base.Workspaces can be segmented or shared based on programs,databases,and instances for segmented teams.Task management for Sales included natively from within the application Command Center or fro
218、m the Tasks section of the Live Feed.Tasks can also be managed from within CRM systems.Marketing and sales coordination via lead and account intelligence and engagement blueprints.Analytics ROI reports include multi-touch attribution and aggregate impact of marketing on the revenue cycle over time,i
219、ncluding conversion rates plus flow and velocity through the funnel.Executive dashboards feature revenue cycle analytics identifying real-time metrics and trends.Marketo Measure(formerly Bizible)offers complete attribution across every marketing and sales touchpoint,a variety of attribution models,a
220、nd 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 c
221、ustomers move through the funnel.Advanced Journey Analytics 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 marketin
222、g touchpoints influence.Marketo(an Adobe Company)345 Park AvenueSan Jose,CA 95110 T:408-536- 2023 Third Door Media,Inc.27 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers GuideData privacy SOC 2-Type 2.GDPR.CCPA.HIPAA.ISO 27001 certified.Int
223、egrations Native integration with Microsoft Dynamics 365 and Salesforce and Veeva CRM.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 Engag
224、e.Turn-key integrations available for Oracle NetSuite,Sugar CRM,Zoho and others provided by Vertify and sold by Adobe with Marketo Engage.Partner ecosystem of data integrators and digital agencies includes Accenture Digital,Deloitte Digital,DigitasLBi,Informatica,Mulesoft,Talend,and Software AG.Part
225、ners can also be found through Adobe Exchange,Experience Cloud.Additional integrations available through Webhooks,and REST APIs.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
226、email infrastructure,or advanced database features.Annual contract required.Four pre-built bundles based on digital marketing maturity,including a newly added Growth package for small teams.All solutions include a Marketing Data Environment,which integrates profiles and engagement history to help ma
227、rketers 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 num
228、ber of web site visitors.All Marketo subscriptions include access to customer success managers.All customers receive global phone support and 24/7 web portal support,including chat.Professional services packages are available for implementation and consulting services.Premium-priced support services
229、 include access to named support professionals,accelerated service-level response,and sessions for proactive mentoring and business review.Marketo(an Adobe Company)345 Park AvenueSan Jose,CA 95110 T:408-536- 2023 Third Door Media,Inc.28 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:B2
230、B Marketing Automation Platforms:A Marketers GuideTarget audience B2C mid-market and enterprise in the retail/e-commerce space,including fashion,lifestyle and home goods,furniture,grocery and restaurant verticals.Company overview Founded in 2009.900 employees.Acquired Exponea,a data-enriched mail pr
231、ovider,in January 2021.Bloomreach offers multiple solutions to help brands deliver highly personalized commerce experiences.The companys suite of e-commerce personalization solutions encompasses three distinct toolsets:Discovery,which offers AI-driven personalized search and merchandising solutions.
232、Content,a headless CMS for commerce.Engagement,a customer data platform with built-in email capabilities that delivers highly personalized emails.Product overview Bloomreach offers a marketing automation platform that includes advanced targeting and AI-powered personalization.It helps brands build a
233、nd maintain audiences based on real-time customer behavior data.Use cases include:Data ingestion,unification and identity resolution.Combines customer data from all touchpoints and disparate sources into a single marketing view of the customer to create user profiles for both anonymous users and ide
234、ntified customers.Bloomreach can help brands build audience segments that update in real time as user behavior and purchase habits change.Web personalization and optimization.Enables the use of first-party data to display personalized content like countdown banners and product recommendations on the
235、 website.Marketers and digital teams can also A/B test and experiment with different visual appearances and leverage contextual personalization using AI to find the right variant for every customer.AI/ML and marketing intelligence.Rule-and AI-based recommendations can be used to create customer cont
236、ent.Campaign orchestration and execution.Zero-and first-party customer data captured with Bloomreach Engagement can orchestrate and execute personalized marketing campaigns via multiple channels from a single platform.Email design and creation.Marketers can create emails with a drag-and-drop editor
237、or design their own emails with Bloomreachs HTML builder.Lead management Bloomreachs marketing automation capabilities do not include lead management or ABM functionality.Campaign channels Bloomreach supports orchestrating campaigns on the following channels:web,email,SMS/MMS,WhatsApp,In-App messagi
238、ng,mobile/browser push notifications,webhooks,Adform,Facebook Ads,FB Conversions API and Google Ads.Bloomreach82 Pioneer WayMountain View,CA 94041T:650-943-Key customersBoohooPandoraNextOlukaiPrettyLittleThingAltard StateKey executivesRaj De Datta,Chief Executive OfficerBrian Walker,Chief Strategy O
239、fficerRob Rosenthal,Chief Revenue OfficerAmanda Elam,Chief Marketing Officer 2023 Third Door Media,Inc.29 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers GuideCollaboration A shared campaign calendar offers an overview of finished,ongoing o
240、r planned campaigns across different channels.Tabs can be switched for seamless connection between planning and execution.The software includes an array of out-of-the-box roles to restrict/enable access,a role hierarchy,combinations for more granularity,and splitting into Instance,Account and Projec
241、t levels.In addition,clients can define more granular custom access roles for their users,specifically in the Campaigns module.Roles are managed via SSO IAM.Bloomreach offers taxonomy management through tags,labels and initiatives(folders)for internal organization.Analytics and reporting Analyzes al
242、l email KPIs,including revenue and orders,with out-of-the-box visual dashboards.Bloomreach can also build advanced reports to track custom metrics.Campaign and program reporting.Cohort analysis.Retention analysis.Trend reporting.Data security The company provides security and compliance support and
243、supports accessing the platform through SSO.Consent management functionality lets marketers use consent categories and preference pages to manage consent across channels.Additionally,a smart frequency policy adjusts email/SMS cadence dynamically based on engagement.Certifications:ISO9001,ISO27001,IS
244、O27018 and ISO22301.GDPR and CCPA compliant,SOC2(Type 1)certified.Does not store PHI for HIPAA compliance.Third party integrations Imports and data:Microsoft SQL database and Azure SQL(native),Postgre SQL and Amazon Redshift database(native);MySQL database(native),Google Bigquery(native),Google Clou
245、d Storage(native),Amazon S3 file storage(native),SF TP file server(native),HTTPS web server(native).Email providers:Mailgun(API),Mailjet(API),Mandrill(API),Sendsay(API),Unisender(API),Sendinblue,Mailchimp,Emaillabs,Unione.SMS&MMS providers:CM Telecom SMS(API),Sinch SMS&MMS.E-commerce:Shopify(native
246、and connected integration),Magento Adtech(custom audiences):Adform(API),Facebook Ads(API),Google Ads(API),Facebook Conversions API,Facebook Lead Ads.Other:Amazon Alexa(API),Zapier(API),Custom HTTPS Webhook presets(API).Sales/CRM:Pipedrive,SalesForce CRM,Microsoft Dynamics CRM.Mobile App/Messaging:Wh
247、atsApp,Facebook Messenger.Services:Freshdesk,Trello,Slack.Pricing and support Specific pricing isnt publicly disclosed but pricing is based on product packages tailored to clients needs.Clients can choose from three product packages:CDP,Campaigns or CDXP.Each is available in Grow,Scale or Enterprise
248、 bundles.Annual contracts are required.Typical onboarding time is one to three months,according to independent review site G2Crowd.New clients are provided with training from the Academy program to understand the solution,ensure smooth data ingestion,and support the building of in-depth analyses and
249、 automated campaigns.An experienced project team is assigned to each client.Bloomreach offers a free set of services(with a predefined scope and cost)and assistance in selecting and implementing Bloomreach82 Pioneer WayMountain View,CA 94041T:650-943- 2023 Third Door Media,Inc.30 https:/martech.orgV
250、ENDOR PROFILESMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers Guideprofessionally designed plug-and-play use cases to accelerate adoption and decrease time-to-value.Post-implementation,Bloomreachs customer service team guides clients through the growth and expansion phases
251、 and focuses on ongoing fast time to value,team enablement,success partnership built through business reviews,status meetings and management of the success plan,value measurement and thought leadership.Free online chat support.Support via Helpdesk/Intercom for technical issues is offered to all clie
252、nts during business hours.Add-on professional services include dedicated support,a dedicated consultant for a predetermined number of hours to assist with campaign creation,analytics,reporting,training and other tasks,or a value delivery manager to help with projects and tasks,ensure on-time deliver
253、y and allocate resources appropriately.Bloomreach82 Pioneer WayMountain View,CA 94041T:650-943- 2023 Third Door Media,Inc.31 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers GuideTarget customer Enterprise and midsize companies in the bankin
254、g,financial services,insurance,retail,healthcare,telco,and travel&hospitality markets.Company overview 155,000 Employees.Founded in 1976.HCL Technologies(HCL)is a leading global technology company that acquired select IBM products for security,marketing,commerce,and digital solutions in June 2019.HC
255、L took full ownership of the research and development,sales,marketing,delivery,and support for AppScan,BigFix,Commerce,Connections,Digital Experience(Portal and Content Manager),Notes Domino,and Unica.HCL Software is a division of HCL Technologies(HCL),which operates its primary software business.It
256、 develops,markets,sells and supports over 20 product families in the areas of DevSecOps,Automation,Digital Solutions,Data Management,Marketing and Commerce,and Mainframes.HCL Software has offices and labs in 21 countries around the world.Product overview HCL Unica is an enterprise class,integrated c
257、loud native marketing platform designed to deliver precision marketing at scale and help marketing strategists achieve goals around revenue targets,increased wallet share,customer loyalty and more.With nine fully integrated key modules and in-built optimization,the platform provides marketing practi
258、tioners end to end marketing capabilities to engage and deliver highly personalized customer experience across a wide variety of outbound,inbound,social and adtech channels direct mail,email,SMS,Push,WhatsApp,website,call center,IVR mobile,ATM,Kiosk,POS,LinkedIn,Google AdManager and Facebook.It simp
259、lifies the execution of complex marketing programs with a business-friendly UI/UX and seamlessly integrates with home grown and third-party marketing technology applications.Unica can be deployed through Docker framework or natively,on premise or on any cloud of your choice.This leading marketing au
260、tomation solution is highly scalable,robust and secure,while providing a single marketing system of record to implement omnichannel marketing strategies.Use cases focus on:Customer experience orchestration.Automated outbound campaigns.Omnichannel personalization and optimization.Personalized targeti
261、ng across digital channels and campaigns.Marketing resource planning.Lead management An included journey orchestration solution provides omnichannel lead engagement,nurturing and syndication.Deeper lead management and account-based marketing(ABM)capabilities available through out-of-the-box connecto
262、rs and REST APIs.HCL Unica330 Potrero Ave.Sunnyvale,CA 94085T:408-733- customers Does not disclose.Key executives Raj Iyer,Senior Vice President of Product Management,HCL SoftwareDario Debarbieri,VP and Head of Marketing,HCL SoftwareSteve Kopelic,Associate Vice President,Global Sales 2023 Third Door
263、 Media,Inc.32 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers GuideCampaign channels Out-of-the-box support and dynamic content capabilities for outbound(direct mail,print,display),inbound(website,landing page,kiosk,POS,ATM,branch,IVR,call
264、center),digital(email/SMS/push),social(WhatsApp,Twitter)and adtech(Google,Facebook,LinkedIn)channels.Collaboration Users able to outline their plans,programs and projects,as well as associate financial budgets,reconcile invoices and track KPIs and metrics.Marketing campaigns are planned as projects
265、and can be set up to define briefs/specs.Marketers then have a choice to manage their project/campaign planning tasks either through workflows or work boards.Projects can also be requisitioned and approved.Analytics More than 150 customizable out-of-the-box reports that span across planning,executio
266、n and optimization.Data privacy Unica can be hosted on a cloud of the customers choice,hosted by HCL(Unica Now)or On Prem.Unica has clearly defined network,device,access,monitoring and change management guidelines across and throughout HCL.These programs and policies are backed up by our team of INF
267、OSec and OPSec and DataSec corporate personnel.These programs are regularly reviewed and applied to all appropriate networking devices with quarterly audits and daily monitoring round the clock with security tools of many kinds and human attention continuously(24-7-365)including all remote employees
268、 and offices(around the globe)by our INFOSEC and OPSEC teams.Integrations Native integration with Salesforce.Over 500 REST APIs for general system,marketing technology and adtech integrations provided in the current v12.1 platform.Unica Link framework,supplemented with a number of prebuilt connector
269、s,further extends integration capabilities.Pricing and support Pricing varies based on the number of users and their usage levels.An annual contract is required.Free trials are available.Add-on professional services as well as a managed services offering called Unica Now are available.Unica Now incl
270、udes Cloud Native support on the cloud of the customers choice.On-premise support is also available.Fees vary based upon the location of the resource,duration and service level requirements.HCL Unica330 Potrero Ave.Sunnyvale,CA 94085T:408-733- 2023 Third Door Media,Inc.33 https:/martech.orgVENDOR PR
271、OFILESMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers GuideTarget customer 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 departmen
272、ts 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
273、,000 employees.Publicly traded(NYSE:ORCL).Oracle acquired Eloqua in December 2012.Oracle offerssuitesof 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 nu
274、rtures 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 buyers real-time activities.Targeting and segmentation capabilities that a
275、llow 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
276、 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 repurposing compe
277、lling 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
278、 observed behaviors and adapt experiences to the learned preferences of each individual.Oracle Eloquas 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 a
279、nd contact data ensuring its up to date in the system.Lead management Oracle Eloquas 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 2300 Oracle WayAustin,TX 7
280、8741T:737-867- customers AonCiscoDow JonesMazdaPaciolanSwisscomVertivKey executivesRob Tarkoff,Executive Vice President,and General Manager,Oracle Advertising and CXRob Pinkerton,Senior Vice President,Marketing,Oracle Advertising and CXSrishti Sofat,Senior Vice President,Oracle Advertising and CXKat
281、rina Gosek,Vice President,Product Management,Oracle Advertising and CX 2023 Third Door Media,Inc.34 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers Guide Oracle Eloquas native capabilities give marketers the ability to implement an ABM stra
282、tegy.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.Campaign channels Oracle Eloqua enables marketers to create optim
283、ized,personalized campaigns across email,display search,web,video,SMS,and mobile.Collaboration Oracle Eloquas 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 conten
284、t 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.Orac
285、le Eloquas 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
286、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
287、Sales input regarding the leads they want to follow-up with or track closely.Oracle Eloquas sales tools bring marketing and sales closer together,allowing for unified buyer intelligence to identify,prioritize,and track high-valued opportunities across the engagement cycle.Deploy detailed information
288、 about a prospect including web activity,email opens,form submits,and social activity providing sales with a more complete customer view and making it easier to prioritize potential opportunities and buyer interests.Analytics Oracle Eloquas marketing measurement capabilities bring powerful out-of-th
289、e-box and custom analytics and reporting,powered by Oracle Business Intelligence,to help marketers accurately track and measure business impact.Eloquas Account Engagement Dashboard enables marketers to identify,target and grow the most engaged accounts,with insights into products of interest and lev
290、el 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 Oracle has adopted processes
291、and practices to align with privacy regulations,including GDPR requirements.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 Integratio
292、n Cloud Service for NetSuite,SugarCRM,SAP CRM and Infor.In addition,REST API is available to integrate with other Oracle Eloqua 2300 Oracle WayAustin,TX 78741T:737-867- 2023 Third Door Media,Inc.35 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Mark
293、eters Guideenterprise 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,GoToWebi
294、nar,CloudWords,Pinterest,LookBook HQ,SnapApp and LinkedIn.Marketers can also leverage the Oracle AppCloud Development Framework to create apps to access third-party data and content sources across the enterprise.Pricing and support Annual contract not required.Monthly contracts offered.Oracle offers
295、 three pricing tiers based on the number of users and database contacts:Basic,Standard and Enterprise.Specific pricing models are not publicly disclosed.Add-on professional services are available for companies that need additional help onboarding or customizing the software for their business needs.
296、Oracle Eloqua 2300 Oracle WayAustin,TX 78741T:737-867- 2023 Third Door Media,Inc.36 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers GuideTarget customer High-growth companies to enterprise-level organizations across all industries,market se
297、gments,and geographies.Company overview Salesforce was founded in 1999;Marketing Cloud Account Engagement was founded in 2007 and acquired by Salesforce in 2013.Salesforce Customer 360 is the companys vision for helping customers with their digital transformations.With Customer 360,all teams marketi
298、ng,sales,service,commerce,IT,and analytics have a single view of customer data on an integrated CRM platform powered by AI.Salesforce acquired Evergage Marketing Cloud Personalization in February 2020.Salesforce has offices in more than 30 countries,over 55,000+employees and 150,000 customers global
299、ly.Salesforce does not disclose employee or customer count by product line.Product overview Marketing Cloud Account Engagement aligns marketing,sales,and service teams with a single source of truth,and can scale as the business grows.Built on the Salesforce Customer 360 platform,Account Engagement a
300、llows organizations to build scalable demand generation programs and get started with account-based marketing.The seamless integration and visibility of data enriched by AI across marketing and sales create a frictionless customer experience between digital and human touchpoints.Primary use cases fo
301、cus on:Marketing,sales,and service alignment.Demand generation campaigns and journeys.Lead management.Account-based marketing.Lifecycle Marketing(upsell/cross-sell).Account relationship building and management.Adoption marketing.Sales alerts.Marketing content and campaigns for sales.Sales insights a
302、nd analytics.B2B marketing analytics and attribution.Lead management Key features include:Lead Management:Drive high-quality leads to the website and determine when leads are sales-ready to close deals faster.Einstein Artificial Intelligence:Use intelligent scoring models to convert key leads faster
303、 by focusing on leads with the highest propensity to buy,engaging them at the right time,and identifying the marketing efforts that resulted in the highest ROI.Sales Emails and Alerts:Empower sales and service with alerts,actions,and personalized emails powered by marketing delivered templates.Engag
304、ement History Dashboards:Align marketing and sales on a common set of analytics to understand buyer behavior and needs.B2B Marketing Analytics:Understand which ABM campaigns performed best,why they performed well,and predict future performance based on AI-powered Marketing Cloud Account Engagement(f
305、ormerly Salesforce Pardot)415 Mission StreetSan Francisco,CA 94105T:800-NO-SOFTWARES Key customersGrammarly McAfee NBC Universal Mastercard NI Sika Key executivesLidiane Jones,EVP and GM,Digital ExperiencesEric Zenz,SVP Product Management,Marketing ApplicationsShannon Duffy,EVP,Cloud MarketingDavid
306、Schmaier,President,Chief Product Officer 2023 Third Door Media,Inc.37 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers Guiderecommendations to maximize ROI.Account-Based Marketing:Use artificial intelligence and predictive analytics to ident
307、ify accounts with a high propensity to buy.Then use buyer and account data to identify key account pipeline and focus teams on delivering 1:1 personalized experiences for high-value segments.Campaign channels Account Engagement serves as the engine to automate and orchestrate the overall buying jour
308、ney.External Actions allow marketers to trigger webinar registrations,survey sends,and SMS sends from Engagement Studio using their favorite third part apps.Native forms and the new drag-and-drop landing page builder allow marketers to capture leads across multiple online channels.Progressive profil
309、ing on forms allows marketers to collect additional first and zero party data,enriching the lead or contacts profile and providing a customer experience across website,landing pages,emails and more.Using Marketing Cloud Advertising,marketers can create personalized 1:1 customer experiences across so
310、cial networks.Using Marketing Cloud Personalization,marketers can expand personalized experiences across all digital channels and give sellers suggested next best actions.Account Engagement is built on the Salesforce platform,allowing both marketing and sales to see critical insights.Collaboration T
311、he Customer 360 Platform helps B2B teams capture leads,track activities and behavior,nurture and qualify leads,and work as a more aligned marketing and sales team.Account Engagements Stack app promotes transparency across teams by allowing marketing to quickly notify sales and service when prospects
312、 interact with high-value content and provide next best actions.Engagement Studio marketers have access to a simple and intuitive canvas to build out automated and intelligent nurturing programs that adjust based on who a prospect is,the actions they perform,and the likelihood to convert and purchas
313、e.Users can quickly respond to change,and efficiently make adjustments to their marketing workflows and assets.This solution is fully integrated with Salesforce CRM workflows,allowing the marketing and sales team to work in tandem to convert leads and accounts to customers.Analytics Pre-built dashbo
314、ards measure engagement patterns,pipeline growth,and return on investment for marketing initiatives.The data provided across these dashboards uncover insight about how the current engagement strategy,content,and collaboration are resonating with both new prospects and existing customers.The B2BMA Ac
315、count Based Marketing dashboard allows marketers to identify and target key accounts.Engagement History dashboards,embedded within CRM records,ensure sales teams never miss a buying signal.These insights are surfaced directly in the CRM across leads,contacts,accounts,and opportunities.Einstein Artif
316、icial Intelligence assigns prospects behavior scores and grades depending on how they interact with content.Einstein Key Account Identification allows teams to tier and target accounts based on their propensity to buy.Marketing teams have the same visibility into the deals and purchase history,allow
317、ing them to target key accounts for cross-selling or upselling opportunities.Marketing Cloud Account Engagement415 Mission StreetSan Francisco,CA 94105T:800-NO-SOFTWARES 2023 Third Door Media,Inc.38 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Mar
318、keters GuideData privacy Encrypts all data at rest by default across all customer accounts.Account Engagement encryption works alongside Salesforce Shield and network security best practices to protect data at rest and in transit across systems.Privacy frameworks and regulations such as GDPR enforce
319、 controls on how data controllers interface with data processors such as Salesforces Account Engagement.Data Processing Addendum to SFs Master Subscription Agreement defines how Salesforce Account Engagement legally complies with GDPR and CCPA via mechanisms such as Binding Corporate Rules.Contractu
320、ally guarantees numerous security controls and certifications to customers,allowing customers to comply transitively.Customer data is hosted in the U.S.European privacy and data residency requirements are covered by Salesforces Binding Corporate Rules,allowing EU-US data transfer.Integrations API VS
321、 Enhancements have allowed for faster third-party integrations and omni-channel engagement.Extensibility features such as External Actions and External Activity allow marketing teams to connect third-party apps to Engagement Studio and trigger webinar registrations,SMS sends,and more as part of an a
322、utomated customer journey.The Salesforce AppExchange is a leading enterprise cloud marketplace with ready-to-install apps,solutions,and consultants.Partners include:Zoom,6Sense,Demandbase,Cvent,Qualified,Google,Facebook and LinkedIn.Account Engagement admins can set up a Marketing App Extension for
323、each third-party app they use to collect prospect data and specify the activity type they would like to capture.The Salesforce Partners program pairs customers with top global consulting agencies and technology leaders.In addition to technical expertise,Salesforce partners tailor their insights with
324、 an industry focus with the goal of ensuring customer success for every use case.Account Engagement APIs include object APIs and an Import API to provide a programmatic way to insert or update large amounts of prospect data in Account Engagement.Pricing and support Offers four editions:Account Engag
325、ement Growth,Account Engagement Plus,Account Engagement Advanced,and Account Engagement Premium.Base editions include 10,000 or 75,000 contacts(depending on the edition)and more contacts are available at an additional cost.Growth Edition:$1,250/month,up to 10,000 contacts(billed annually).Plus Editi
326、on:$2,500/month,up to 10,000 contacts(billed annually).Advanced Edition:$4K/month,up to 10,000 contacts(billed annually)Premium Edition:$15K/month,up to 75,000 contacts(billed annually).All packages include access to:Online Customer Hub:Help and Training Portal,knowledge articles,guided automated jo
327、urneys,and webinars,available on-demand.Trailhead:A fun way to learn in-demand skills and and earn resume-worthy credentials from anywhere.Trailblazer Community:Over 11 million customer Trailblazers and 1,300 Trailblazer community groups across 90 countries worldwide.Customers can join conversations
328、 with Account Engagement partners,clients,and thought leaders.Salesforce Success Plans:The Standard Success Plan is included with all Salesforce products and helps customers achieve goals with self-guided resources.Premier Support is included with Marketing Cloud Account Engagement415 Mission Street
329、San Francisco,CA 94105T:800-NO-SOFTWARES 2023 Third Door Media,Inc.39 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers Guidethe Premium edition and available at an additional cost for other editions based on client requirements.Additional re
330、sources with Premier Support include expert coaching,specialized guidance,24/7 technical phone support,and business value/technical health reviews.Marketing Cloud Account Engagement415 Mission StreetSan Francisco,CA 94105T:800-NO-SOFTWARES 2023 Third Door Media,Inc.40 https:/martech.orgVENDOR PROFIL
331、ESMARTECH INTELLIGENCE REPORT:B2B Marketing Automation Platforms:A Marketers GuideTarget customer Small to medium-sized enterprises,typically with headcount between 100-2,500 full-time employees and a marketing organization of 5-15 people.Serving primarily B2B customers across a variety of industrie
332、s with strong experience in software,manufacturing,professional&financial services and recruitment.Company overview 500+Employees.Founded in 2004.SugarCRM Inc.acquired Salesfusion in May 2019,which was rebranded as Sugar Market,the integrated marketing automation solution part of the SugarCRM platfo
333、rm.SugarCRM acquired Node Inc.in August 2020 to gain predictive customer intelligence to democratize AI,creating a new brand,SugarPredict.Deal terms werent disclosed.Office locations include Cupertino,CA;Denver,CO;Raleigh,NC;London,England;Munich,Germany;Craiova,Romania;Novi Sad,Serbia;and Sydney,Australia.Product overview Sugar Market is a multichannel marketing automation platform that allows us