BOMB.ER.PL

zvswgogna

What the best marketing automation tool for B2B lead generation
A lot of the information on this post is outdated (circa 2011). The biggest surprise to most buyers is when services get layered on, and often you hear about "I ended up using only to send email it was too hard/too expensive to do the complete implementation."
I think everyone in the space will tell you they sell to every size company, but often they are not setup to deliver excellent service to every size company.
Generally, here how the market plays out. The top three players all have similar capabilities and features, but lean toward certain types of customers and needs. I tried to be objective, downplay my employer (Silverpop), but I sure every provider is itching to correct my assumptions.
Silverpop (where I work) Entered Marketing Automation in 2007 as a very large ESP and built MA capabilities into the platform over time. Priced minimum of $500/mo up to $millions/year. Strengths are with companies that are starting with email needs today and desiring to add increasing MA functionality over time. Because of the email legacy, deliverability/web tracking/multichanneldevice/and social are core to the platform focus is behavioral marketing. Pricing is generally lower because it often based on send volume not on database size,[url=http://www.sport.fr/sponsoring/uggpascher.html]bottes ugg femmes[/url], unless you send a lot. Does not require a CRM system, and integrates easily with most systems. Over $80M in revenue.
Marketo priced midrange, but generally focuses on high tech companies with modest level of sophisitication and lower email requirements on deliverability. Has "Marketo Spark" which is a pricing solution for small companies, but most buyers seem to end up with the more uprange package. Strengths in RPM and backoffice reporting geared more toward sales and less toward marketing use cases. About $35M in revenue (2012 est).
Pardot, Acton, Genius, Loopfuse generally similar in that the feature sets are lighter, the customers are smaller, and platform stability and scale may be a challenge. Usually flexible contract terms and trials because of the "app" like nature of the solution. Good for companies that need autotriggers and light capability. All under $10M in revenue.

xankara · Wysłany: Sob 21:52, 16 Mar 2024 Temat postu: