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Marketing automation vendors

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

Act-on

Marketing automation features include leads management, website visitor tracking, webinar and events management, analytics and more. Fokus SMB.

Adobe Campaign (formerly Neolane)

Lead management capabilities, integration with Adobe technologies and partner ecosystem. Focus larger companies and SMB.

CallidusCloud

A web-based solution that can help users increase SEO, identify qualified leads, and improve conversion rates. Focus SMB.

Eloqua (Oracle)

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.

eTrigue

This SaaS application empowers employees at all levels to identify and convert sales leads efficiently. Focus SMB.

HubSpot

Provides a comprehensive marketing platform with automation and inbound marketing tools. Focus SMB and enterprises.

IBM

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.

InfusionSoft

Simplifies sales and marketing efforts by delivering everything you need in a single online system. Focus small businesses.

Launchpad

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.

Marketo

Customer data, web analytics and workflow management. Focus mide-market and enterprises.

Microsoft Dynamics Marketing

Dynamics Marketing provides deeper lead management functionality than the native functionality of Dynamics CRM.  Focus midsize businesses.

Ontraport

Business management platform that consolidates sales, marketing and business automation software. Focus small businesses.

Pardot (Salesforce)

Tools for lead scoring, email marketing, lead nurturing and more. Focus SMB.

Sales Engine International

Marketing automation, content creation and campaign execution. Focus small and large companies.

Salesfusion

Social media tools, lead scoring and nurturing, and email marketing. Focus SMB and mid-market.

Teradata (Aprimo)

Campaign Management, resource management. Focus enterprises and mid-market

Venntive

Marketing, sales, social media management, and collaboration tools. Focus small businesses

Zoho

Channel marketing management solution and marketing automation platform. Focus SMB

 

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