Marketing automation vendors
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If your firm is considering or is already in the process of acquiring marketing automation, then this page and the listing at the bottom are meant for you. Primarily the topic is discussed from a B2B SME company point of view, but most probably also startup companies or enterprises will find the information interesting.
Marketing automation enables companies to get better visibility on what buyers really like and how they behave. Thus it boosts the implementation of growth strategies, increases sales by improving market share, facilitates expansion to new international markets, supports the development of new products and business models or enhances go-to-market programs and processes. The technology itself is not the solution, but as a part of right path to growth, it will help the company to stand out from its competitors. Adopting marketing automation is not to be considered as a technical implementation project or an IT procurement initiative, but it should be closely linked to the renewal and improvement of business and customer operations. Here we shall focus on the vendors that offer B2B marketing automation as an online service. The typical features of the services include acquiring customer leads, lead scoring and nurturing, email marketing, development of landing pages, visitor tracking, CRM integration, data analysis and reporting. Enterprise marketing management (EMM) systems, offered by e.g. IBM and SAS, are not discussed here. Also dedicated real-time analytics (e.g. web analytics and social media analytics) and predictive analytics (customer success) solutions are excluded – even though they are closely related to the utilisation of market automation. New players are continuously entering in the marketing automation business, originating from startup world or adjacent solution providers, so the review is not including all the vendors in the domain. If the listing is excluding some key vendors that you consider relevant to the above mentioned focus and Finnish markets, please inform me. The review is based on the reports and evaluations of industry experts, information available on the web and my own experiences in the vendors and their solutions. A more detailed document on marketing automation vendors with key solution elements, targeted customer segments, possible industry focus, information on usage costs as well as vendor references in Finland, is available free-of-charge here or through the adjacent button. |
Download a detailed document on marketing automation vendors, free-of-charge:
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Vendor
name and website |
Vendor
summary |
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Marketing
automation features include leads management, website visitor tracking,
webinar and events management, analytics and more. Fokus SMB. |
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Lead management capabilities, integration with Adobe
technologies and partner ecosystem. Focus larger companies and SMB. |
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A web-based
solution that can help users increase SEO, identify qualified leads, and
improve conversion rates. Focus SMB. |
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The platform helps companies streamline their
marketing and sales efforts. The revenue performance management function
gives marketers the ability to show specific contributions. Focus SMB and
larger companies. |
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This SaaS
application empowers employees at all levels to identify and convert sales
leads efficiently. Focus SMB. |
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Provides a comprehensive marketing platform with
automation and inbound marketing tools. Focus SMB and enterprises. |
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Interactive
marketing through online and offline campaign management, website and content
personalization, activity-based campaign triggers, lead management,customer
data and Web analytics and workflow management. Focus large enterprises. |
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Simplifies sales and marketing efforts by delivering
everything you need in a single online system. Focus small businesses. |
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The software
helps marketers leverage acquisition data to better define traits in current
and prospective customers and then apply that to multi-channel outreach.
Focus small and larger companies. |
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Customer data, web analytics and workflow
management. Focus mide-market and enterprises. |
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Dynamics
Marketing provides deeper lead management functionality than the native
functionality of Dynamics CRM. Focus
midsize businesses. |
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Business management platform that consolidates
sales, marketing and business automation software. Focus small businesses. |
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Tools for
lead scoring, email marketing, lead nurturing and more. Focus SMB. |
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Marketing automation, content creation and campaign
execution. Focus small and large companies. |
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Social media
tools, lead scoring and nurturing, and email marketing. Focus SMB and
mid-market. |
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Campaign Management, resource management. Focus
enterprises and mid-market |
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Marketing, sales, social media management, and
collaboration tools. Focus small businesses |
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Channel marketing management solution and marketing
automation platform. Focus SMB |
