Customer Relationship Management Marketing automation: strategy, practice, evolutions and vendors Marketing automation and content marketing: Innovar Connect Process Revenue Acceleration Framework Marketing automation: an in-depth introduction looking at benefits, success factors and evolutions. Marketing automation originally referred to software developed to automate so-called repetitive tasks and was often seen as a subset of CRM (Customer Relationship Management) enabling marketing divisions to increase efficiency. Marketing automation has shifted away from the pure automation aspect to an integrated marketing approach whereby automated workflows, pre-defined scenarios and various customer-driven triggers are set up in a connected and omnichannel way. While most marketing automation software is rooted in the CRM and/or email marketing industry, and email marketing de facto is still the main channel used for automated marketing workflows, an increasing number of channels and touchpoints is being added constantly. Connecting the dots with marketing automation About J-P De Clerck
Who is winning the Marketing Cloud wars? March 05, 2014 The Hub takes an in-depth look at five tech giants and their race towards the first truly integrated digital marketing hub. This is the first in a series of Hub Monthly Features. IBM thought of it first, but Adobe got there before them. Welcome to the digital marketing cloud wars, where five legacy software companies take each other on in the battle to win the hearts and minds of CMOs across the land. The growing demand for the digital marketing cloud Recent years have seen explosive growth in the marketing technology sector, causing research firm Gartner to famously predict that CMOs would outspend CIOs on IT by the year 2017. As the complexity of reaching customers across a swath of digital options increases, brands are more willing to spend money on technology that will take some of the guesswork off their hands, automating their marketing across different channels, engaging customers on social, and using analytics to be more efficient in their targeting. Adobe Strengths:
Marketing automation: analysis of the ExactTarget/Salesforce deal How great is the cloud where you can connect everything? The ‘open’ spirit where everything nicely gets integrated. An open ecosystem with Salesforce as the undisputed leader. Marketo, Eloqua, Neolane, HubSpot, ExactTarget and all other marketing automation vendors: what do they have in common? It was expected and predicted that after the acquisition of Eloqua by Oracle end of last year, Salesforce would make a move in the marketing automation space. The consequences of the announced acquisition already show. Update: in the meantime, Marketo CEO Phil Fernandez reacted as well, emphasizing the strength of Marketo, the fact that Salesforce’s own customers have rated Marketo as the best marketing solution, the fact that the Salesforce move affirms the direction we’re heading in and underligns Marketo will continue working with ALL (in capitals) leading CRM solutions (keep watching what Microsoft will do with Dynamics CRM). Fernandez has to react of course, the laws of the stock market.
Quels enseignements tirer de l’acquisition de Neolane par Adobe ? par @bazzarab @jmichel_franco 01Business le 02/07/13 à 09h43 Benoist Bazzara, directeur agence CRM et Jean-Michel Franco, directeur des solutions et de l’information de Business & Decision IBM avec Coremetrics, Unica et Tealeaf ; Teradata avec Aprimo ; Microsoft avec MarketingPilot et Netbreeze ; Oracle avec Fatwire, Vitrue, Involver et Eloqua ; Salesforce.Com avec Radian6, Buddymedia et ExactTarget ; Adobe avec Omniture et Neolane… Voici quelques unes des plus spectaculaires fusions acquisitions qui ont eu lieu depuis le début de cette décade, dans le domaine des solutions d’entreprise, et toutes concernent les métiers du marketing. Commençons par analyser les chiffres : sous la dénomination de Digital Marketing, le marché représente déjà, selon le Gartner, 24% des dépenses marketing, soit 2,5 % des dépenses globales d’une entreprise. Si les chiffres sont là, les directions marketing n’avaient pas pour autant mobilisé l’attention des acteurs traditionnels des systèmes d’information.