B2B Marketing Automation Platforms:: A Marketer's Guide

M A R T E C H I N T E L L I G E N C E R E P O R T:
B2B Marketing
Automation Platforms:
A Marketer’s Guide
FIFTH EDITION
A MarTech Today Research Report

Sales and Marketing —
together at last.
B2B Marketing Automation

by Salesforce
www.pardot.com
B2B Marketing Automation Platforms: A Marketer’s Guide
Table of Contents
Scope and methodology................................................................................................................. 2
B2B marketing automation overview........................................................................................... 3
Table 1: How do you expect your company’s martech budget and investment
to change in 2017?............................................................................................................ 3
Table 2: Most significant barriers to marketing automation success......................................... 4
Private equity firms acquire enterprise marketing automation vendors............................... 4
Table 3: Selected B2B marketing automation financial transactions, 2015-2016..................... 5
B2B marketing automation platform capabilities....................................................................... 5
Dynamic content creation (Email marketing and landing page development).................... 6
Lead management............................................................................................................... 6
Native CRM integration........................................................................................................ 7
Mobile marketing................................................................................................................. 7
Account-based marketing (ABM)......................................................................................... 7
Social/lead profile integration.............................................................................................. 7
Predictive analytics............................................................................................................... 7
Third-party software integration.................................................................................................... 8
Table 4: Selected B2B marketing automation capabilities........................................................ 8
Choosing a B2B marketing automation platform....................................................................... 9
The benefits of using B2B marketing automation................................................................ 9
B2B marketing automation platform pricing........................................................................ 9
Recommended steps to making an informed purchase..................................................... 10
Step One: Do you need a marketing automation platform?.............................................. 10
Step Two: Identify and contact appropriate vendors......................................................... 11
Step Three: Scheduling the demo...................................................................................... 12
Step Four: Check references, negotiate a contract.................................................................... 12
Conclusion....................................................................................................................................... 13
Vendor profiles............................................................................................................................... 14
Act-On Software................................................................................................................. 14
Adobe Campaign............................................................................................................... 17
AutopilotHQ....................................................................................................................... 20
eTrigue................................................................................................................................ 22
HubSpot............................................................................................................................. 24
IBM Watson Campaign Automation................................................................................... 27
Infusionsoft......................................................................................................................... 29
Kahuna................................................................................................................................ 31
Mapp Digital....................................................................................................................... 33
Marketo.............................................................................................................................. 35
Oracle Eloqua..................................................................................................................... 37
Salesforce Pardot................................................................................................................ 39
Salesfusion.......................................................................................................................... 41
SharpSpring........................................................................................................................ 43
Resources......................................................................................................................................... 45
© 2017 Third Door Media, Inc. • http://thirddoormedia.com 1 Email: martechtoday@digitalmarketingdepot.com

Scope and methodology

This report examines the current market for B2B marketing automation platforms and the
considerations involved in implementing marketing automation software. It addresses these
questions:
• What factors are driving the adoption of B2B marketing automation platforms?
• Who are the leading players in B2B marketing automation?
• What capabilities do B2B marketing automation platforms provide?
• Does my company need a marketing automation platform?
• How do I evaluate which platform is best for my business?
If you are considering licensing a B2B marketing automation platform, this report will help
you decide whether or not you need to. The report has been completely updated from its
January 2016 publication to include the latest industry statistics, developing market trends,
and new vendor profiles and product updates.
For the purposes of this report, B2B marketing automation is defined as follows: The use of
software and web-based services to execute, manage, and automate marketing tasks and
processes to more effectively market through multiple channels (i.e., email, mobile, social
media, and websites). Marketing automation focuses on the definition, scheduling, segmen-
tation, and tracking of marketing campaigns, allowing the marketing and sales organizations
to nurture leads with personalized content aimed at attracting and retaining customers.
The 14 vendors profiled in this report represent some of the choices available for B2B mar-
keting automation platforms; they are not a comprehensive list of B2B marketing automation
vendors. This report is not a recommendation of any marketing automation platform or com-
pany, and is not meant to be an endorsement of any particular product, service or vendor.
This report was prepared by conducting in-depth interviews with leading vendors and indus-
try experts in December 2016 and January 2017. These, in addition to third-party research,
form the basis for this report.
February 2017
Editorial Advisors:
Scott Brinker, Chief Technology Officer, ion interactive; Conference Chair, MarTech;
and Editor, chiefmartech.com
Writers:
Brian Kelly, Principal, Candlewood Creative
Karen Burka, Senior Research Consultant, Third Door Media
Editor: Claire Schoen, Director, Marketing Services Content, Third Door Media
© 2017 Third Door Media, Inc. • htp://thirddoormedia.com 2 Email: martechtoday@digitalmarketingdepot.com

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B2B marketing automation overview B2B marketing

automation platform
Marketing automation use continues to climb, as B2B marketers try to leverage data and vendors now offer
analytics into more personalized campaigns that create positive bottom-line impact. Marketing a wide range of
Automation Trends, published by Ascend2, found that 71% of B2B marketers already use capabilities that
marketing automation systems; another 23% intend to use marketing automation in the future.
include advanced
Nearly three-quarters of marketers expect their companies’ marketing technology (martech) features such as
budgets to increase in 2017, according to State of Marketing Technology 2017, published by account-based
chiefmartec.com and Walker Sands Communications (see Table 1). Another 28% expect their marketing, predictive
martech spending to remain level, while only two percent say their martech spending will analytics, and open
decrease.
architectures to
Table 1: How do you expect your company’s martech budget support the growing
and investment to change in 2017? martech ecosystem.
28%
Increase greatly
50% Increase slightly

Stay the same
2%
Decrease slightly
20%
Source: State of Marketing Technology 2017, published by chiefmartec.com and Walker Sands Communications
Many marketing automation systems have their roots in email marketing, which continues
to be a core function. However, B2B marketing automation platform vendors now offer a
wide range of capabilities that include advanced features such as account-based marketing,
predictive analytics, and open architectures to support the growing martech ecosystem. The
platforms are increasingly
Lack marketed
of an effective strategy to CMOs and CMTs – Chief Marketing Technologists
52% –
who are making more technology investment decisions for the organization. Seven out of 10
marketers have led a purchase
Complexity decision for at least one tool in the past42%
of system three years, according
to State of Marketing Technology 2017.
Inadequate contact data quality 38%
Still, martech industry experts debate the extent of marketing automation penetration and
use. State of Marketing Technology 2017, for example, found that just 10% of marketers
Lack of employee skills 32%
plan to purchase marketing automation systems in 2017. The study also reported that only
three percent of marketers say they are getting full value out of their tools. Better technology
Lack of relevant content 31%say they could better
strategy, analytics, and training are the top three ways marketers
leverage their tools.
Marketing-sales alignment 30%
Strategy is the biggest obstacle to marketing automation success, according to Ascend2’s
Marketing Automation Trends
Budget survey. More than half of B2B
constraints marketers surveyed said the lack
27%
0% 10% 20% 30% 40% 50% 60%

Stay the same
M A R T E C H I N T E L L I G E N C E R E P O R T: 2%
Decrease slightly
20%
of an effective strategy was their primary barrier (see Table 2). The high end of
the B2B marketing
Table 2: Most significant barriers to marketing automation success
automation
platforms market is
Lack of an effective strategy 52%
concentrated among
Complexity of system 42% a few cloud-based
vendors, including
Inadequate contact data quality 38% Salesforce, Oracle,
Lack of employee skills
and Adobe.
32%
Lack of relevant content 31%
Marketing-sales alignment 30%
Budget constraints 27%
0% 10% 20% 30% 40% 50% 60%
Source: Marketing Automation Trends, published by Ascend2
B2B marketing automation platform vendors are responding to this market opportunity in
several ways. Some vendors have expanded their in-house use and training options, including
automated set-up; pre-built programs and templates; and self-serve training, user forums, and
knowledge bases. Other vendors have partnered with marketing agencies to provide more
robust platform management, creative development, and campaign execution services.
Private equity firms acquire enterprise marketing automation vendors

The high end of the B2B marketing automation platforms market is concentrated among a few
cloud-based vendors, including Salesforce, Oracle, and Adobe. Two publicly traded enterprise
marketing automation vendors went private in 2016 (see Table 3). Marketo was acquired by
Vista Equity Partners in August 2016 for an estimated $1.8 billion; Teradata sold its marketing
applications business – including Aprimo – to Marlin Equity Partners in July 2016. Marlin split
the Teradata assets into two companies: the rebranded Aprimo, positioned as a marketing
operations management platform and combined with Revenew, a distributed marketing
solution; and MAPP Digital, Teradata’s “marketing execution” software merged with Blue
Hornet, an email marketing solution in Marlin’s portfolio.
The small and mid-sized business (SMB) marketing automation platforms market is crowded
and could be subject to further consolidation. Vendors such as Salesfusion and mobile-focused
Kahuna each launched significant funding rounds in 2015.

Table 3: Selected B2B marketing automation financial transactions, 2015-2016
Date Vendor Transaction Notes
July 2016 Teradata Divestiture Teradata sold its marketing applications business to Marlin Equity
Partners. The sale included the Aprimo marketing automation
platform
May 2016 Marketo Acquisition Marketo was acquired by Vista Equity Partners for $1.8B
Autopilot Series B $2M Series B funding round
November Salesfusion Series B $13.5M funding round led by Noro-Moseley Partners

2015
August 2015 Kahuna Series B $45M funding round led by Tenaya Capital
Oracle Acquisition Acquired online testing and personalization tool Maxymiser for an
undisclosed price
July 2015 Autopilot Series B $7M round led by Salesforce Ventures
May 2015 Marketo Acquisition Acquired mobile A/B testing tool Vessel for an undisclosed price
March 2015 HubSpot Acquisition Acquired Rekindle, a professional connection app for an undisclosed
price
Source: Third Door Media
B2B marketing automation platform

capabilities
The majority of B2B marketing automation vendors provide tools for email campaign
development and execution (including landing pages), as well as lead capture, scoring, and
nurturing. Virtually all of the platforms also provide centralized marketing databases and a
basic level of reporting on web traffic, visitor behavior, and campaign results. Combined, the
core features offered by most B2B marketing automation platforms profiled in this report
include:
• Email marketing and landing page development;

• Website visitor tracking;
• Lead management (i.e., capture, scoring, and nurturing);
• Centralized marketing databases;
• Native CRM integration; and
• APIs or app marketplace for plug-and-play Martech access.
The market is quickly evolving, however, as B2B marketers demand more integrated marketing
functionality. Vendors continue to add advanced features, with the goal of providing marketing
end-users with the ability to build, track, and manage campaigns across channels and/or
devices, and monitor the flow of leads as they move from marketing to sales. These features
include, but are not limited to:
• Dynamic content generation (email, landing pages, and/or website);

• Account-based marketing;

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• Mobile marketing (i.e., optimization, in-app push notifications); Progressive profiling

• Predictive analytics for personalized marketing; and is often offered to
• Social/lead profile integration.
pre-populate forms
The following section discusses several of these core and advanced marketing automation with known data and
capabilities in more depth (see Table 4). use a drip approach
to capture additional
Dynamic content creation (Email marketing and landing page prospect information
development) each time they
Virtually all marketing automation platforms provide the ability to create, send, and measure
interact with a
personalized email campaigns. Where they differ is in how email, landing page, and website campaign.
content is created and personalized (i.e., wizard-based content design vs. templates, or static
vs. dynamically generated content). Progressive profiling is often offered to pre-populate forms
with known data and use a drip approach to capture additional prospect information each time
they interact with a campaign.
Message deliverability is also an important factor to consider. Some B2B marketing automation
vendors offer dedicated IP addresses to improve deliverability, and/or monitor deliverability
by including ReturnPath or other email deliverability services. Email previewing is an advanced
function, but may be critical to marketers that want to reach their audience through mobile
devices and see what their message will look like on smaller screens.
Lead management
Lead management comprises three functions: lead capture, lead scoring, and lead nurturing.
• Lead capture. Leads are captured from a variety of sources that feed the marketing
automation database, including (but not limited to): website visitors, social media, paid digital
campaigns, email marketing respondents, trade show attendees, and purchased third-
party lists. Platforms will vary based on the ease with which additional lead sources can be
captured, such as through an API or whether the platform offers landing page optimization.
• Lead scoring. Lead scoring assigns a value to each lead based on a predetermined set
of rules or criteria. Traditional lead scoring models are based on two sets of data values:
behavior (i.e., site purchases, browsing, social posts) and demographics. Many B2B
marketing automation platforms now offer predictive scoring, which can incorporate 200 or
more data points by sourcing websites, social networks, and internal systems such as the
CRM and marketing database itself to calculate scores.
• Lead nurturing. Lead nurturing is the process of keeping prospects engaged with the brand
through periodic, personalized communications or campaigns until they are ready to buy.
Marketing automation platforms may offer a number of pre-built nurturing steps or actions,
as well as allow users to customize their content and process. These efforts are meant to
build a relationship between the brand and its prospects, and drive interaction with sales if
and when the prospect is ready.

Native CRM integration More B2B marketers

are using account-
Native or out-of-the-box integration with CRM systems has become a critical feature for
B2B marketing automation platforms. Salesforce, Microsoft Dynamics CRM, Oracle CRM, based marketing
Sugar CRM, and NetSuite are the most commonly available connectors. Data is synchronized (ABM) to better
between the two systems and shared in both directions at frequent intervals. For example, align sales and
data that is added by a sales rep to an account record in the CRM will be automatically added marketing and target
to the record in the marketing automation platform, as well.
their programs
to prospect or
Mobile marketing
customer buying
Creating an engaging experience for mobile prospects and customers is a must-have teams, rather than
capability. As a result, many B2B marketing automation platforms include responsive templates individuals.
for email, landing pages, and web forms. Several vendors integrate with email testing tools
such as Litmus, to allow users to preview email marketing messages across more than 40 email
clients and devices. More advanced mobile marketing features include in-app marketing and
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 have also expanded platform access to mobile users, moving
beyond automated alerts and remote data collection to full remote platform management.
Account-based marketing (ABM)

More B2B marketers are using account-based marketing (ABM) to better align sales and marketing
and target their programs to prospect or customer buying teams, rather than individuals. Many times,
a B2B buyer is not a single person. The larger the purchase, the more people and departments are
involved. B2B marketing automation vendors are adding new ABM features to their platforms to
enable this strategy, including enhanced account nurturing and scoring capabilities.
Social/lead profile integration

Most of the B2B marketing automation vendors profiled in this report provide some level of
social media publishing, sharing, and tracking within the platform for major networks such as
Facebook, Twitter, Google+, and LinkedIn. Some platforms provide more advanced social
media tools to monitor social posts and add social behavior to lead profiles. Other platforms
enable the use of social media sign-on to capture social profile data and build lead profiles.
Predictive analytics
Virtually all B2B marketing automation platforms come with a standard set of analytics and
reports that track quantifiable data such as website visitor activity, pages viewed, time spent
on site, emails opened, content downloaded, and campaign responses. More vendors are
offering predictive analytics and models, which expand the number of usable data points and
enable marketers to create more personalized visitor experiences and marketing campaigns at
both the account and individual levels. Several platforms use machine learning to recommend
content to visitors based on consumption trends, on-site behavior, firmographics, and CRM
data. Other vendors rely on plug-and-play integration with predictive analytics tools such as
Mintigo and Lattice Engines to offer greater analytics and personalization capabilities.
Third-party software integration

B2B marketing automation vendors continue to open their platform architectures through APIs to
offer customers access to an expansive array of third-party software and systems. The number of
apps and app marketplaces also continues to increase. There may be additional fees to purchase
marketplace apps; API users are generally charged on a per-call basis for each data download.

Table 4: Selected B2B marketing automation capabilities
Social Third-party software

Mobile marketing Account- Built-in
Dynamic Lead Native CRM integrated integration
Vendor based predictive
content creation management integration w/ lead
In-app Platform marketing analytics App
Optimization profiles API
notifications access marketplace
Act-On Email/landing 4 IN, MD, NS, 4 4 4 4 4 4 4 4

pages SF, SU,
Autopilot Email 4 SF 4 4 8 8 4 4 4 4
Adobe Campaign2 Email /landing 4 MD, OCRM, 4 4 4 4 4 4 4 4

pages/site SF, SAP
personalization
eTrigue Email 4 MD, SF, SU 4 4 4 4 8 4 4 8

Landing pages
HubSpot Email /landing 4 HubSpot 4 4 4 4 4 4 4 4

pages/site CRM, SF
personalization
IBM Watson Email /landing 4 MD, MG, 4 4 4 8 4 4 4 4

Campaign pages/site SF, SU
Automation personalization
Infusionsoft Email/Landing pages 4 NA 8 8 8 4 8 4 4 4
Kahuna Email /landing 4 8 4 4 8 8 4 4 4 8

pages/site
personalization
MAPP Digital Email /landing 4 4 4 4 4 8 8 4 4 8

pages/site
personalization
Marketo Email /landing 4 MD, SAP, SF 4 4 4 4 4 4 4 4

pages/site
personalization
Oracle Eloqua Email /landing 4 MD, SAP, SF 4 4 8 4 4 4 4 4

pages/site
personalization
Salesforce Pardot Email /landing 4 SF 4 4 4 4 4 4 4 4

pages/site
personalization
Salesfusion Email 4 BH, MD, 4 4 4 4 4 4 4 8

SG, IN, NS,
SF, SU
SharpSpring Email /landing 4 CRM, SF 4 4 4 8 4 4 4 4

pages/site
personalization
CRM abbreviations: BH (Bullhorn), IN (Infor CRM, formerly Saleslogix), MD (Microsoft Dynamics), MG (Magento), NS (NetSuite), OCRM (Oracle CRM), SF (Salesforce), SG
(Sage CRM), SF (Salesforce), and SU (SugarCRM).
2
Adobe social media capabilities are available through Adobe Social, a separately priced product.
Source: Third Door Media

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Choosing a B2B marketing automation The proliferation

of digital channels
platform and devices has
made it difficult for
The benefits of using B2B marketing automation B2B marketers to
The proliferation of digital channels and devices has made it difficult for B2B marketers to
accurately target
accurately target prospects with the right messages, on the right devices, at the right times. prospects with the
Prospects are managing more of the buying process themselves, creating decision short lists right messages, on
by researching brand websites and social channels, without ever speaking to a sales rep. To be the right devices, at
effective, B2B marketers must be creative, targeted, and aligned with sales goals; they must the right times.
also have greater visibility into buyer attributes and behaviors.
Faced with these challenging market dynamics and increasing ROI pressure, B2B marketers at
companies of all sizes can gain these benefits from a marketing automation platform:
• 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 saves 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
(pages visited, downloads, filled out forms) with a lead-scoring system to generate and
identify sales-qualified leads.
• A multichannel view of prospect behavior. Today’s marketing automation platforms are

integrating multiple channels to create more comprehensive prospect profiles and more
holistic views of prospect behavior.
• Better alignment of sales and marketing goals. Marketing automation software can help
align sales and marketing efforts to ensure that sales reps are working with sales-ready
leads. By working cooperatively to set scoring parameters and define qualified leads, sales
and marketing become one team. Marketing works on building relationships with early-
stage leads to enable sales to focus their efforts on the most highly qualified prospects.
• Improved lead conversion and ROI. According to Forrester Research, B2B marketers
that implement marketing automation experience a 10% increase in their sales pipeline
contribution.
B2B marketing automation platform pricing

Virtually all marketing automation platforms offer SaaS-based pricing, meaning software is
licensed by the customer and hosted by the vendor. Several vendors targeting the enterprise
market also offer on-site installation and implementation services. Pricing is often based on
the number 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 the
longer-term commitment.

Recommended steps to making an informed purchase Understanding your

current marketing
Understanding your current marketing processes, knowing how to measure success, and being
able to identify where you are looking for improvements, are all critical pieces of the marketing processes, knowing
automation platform decision-making process. The following section outlines four steps to how to measure
help your organization begin that process and choose the marketing automation platform that success, and
is the right fit for your business needs and goals. being able to
identify where you
Step One: Do you need a marketing automation platform? are looking for
Deciding whether or not your company needs a marketing automation platform calls for the improvements, are
same evaluative steps involved in any software adoption, including a comprehensive self- all critical pieces
assessment of your organization’s business needs, staff capabilities, management support, and of the marketing
financial resources. Use the following questions as a guideline to determine the answer. automation platform
decision-making
1. Have we outgrown our current marketing system? Marketing automation is often a
process.
solution for companies that are growing rapidly and need to scale their efforts. If you
have data in multiple databases that cannot be consolidated, or are using an email
system that can’t deliver the level of behavioral targeting you need, it may be time for
marketing automation.
2. What marketing automation capabilities are most critical to our business? Identify
and prioritize your software requirements and the key capabilities you’ll need from the
new system. 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. By knowing what
you need, you’ll be in a better position to control the selection process and choose the
platform that will most benefit the organization.
3. What kind of marketing automation platform do we need? Marketing automation

is not a one-size-fits-all solution; it’s important to find the right fit. Nearly all companies
offer the same basic capabilities for email, website tracking, and a marketing database.
Additional capabilities vary, however, so it’s important to identify what you need. Is
inbound marketing (social media, blogging, SEO) more important than outbound (email)?
Are reporting and analytics the key feature you need? Is lead scoring a crucial part of
your marketing process? Do you need greater capabilities in audience segmentation and
personalization?
4. What are our goals? It is critical to know upfront what your goals for the marketing
automation system are. 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 into 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
organization’s goals.
5. How will this platform integrate with our existing systems? If you already have some
marketing technology in place, (e.g., standalone tools for social media management,
SEO, webinar hosting) be sure to identify them so you can ask the marketing automation
vendor about integration. Virtually all marketing automation vendors offer APIs, but they
may be an add-on to the price of the platform.

6. Does management support this purchase? Every marketer should have an executive
sponsor to secure support at the C-level. If you are not the ultimate decision maker for
this purchase, you will need management to buy into the idea before you go any further.
Present a compelling case that the benefits of new software vastly outweigh the costs.
This could include converting more leads, making sales more efficient, and improving
campaign ROI.
7. Do we have the internal skillset and staff necessary? To maximize your ROI, internal
staff will need training and a willingness to develop and execute new business processes.
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 in the organization who will take the lead on the selection process, as well as
who will be using the system once it has been adopted.
8. How will we measure success? This is one of the toughest questions, and ties in
directly to understanding why you are adopting a marketing automation platform. If your
goal is to increase conversions, you’ll need to know what your conversion rate is before
automation in order to measure its impact. If it’s to improve email efficiency, be prepared
with metrics on open rates, clicks, etc. In addition to measuring against your marketing
goals, it’s wise to measure the depth and breadth of platform usage. Many marketers
only use basic email capabilities, which ends up being a costly investment.
9. Have we realistically assessed the cost? Some marketing automation platforms 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 indirect 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 don’t 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 templates,
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 for your
business, spend time researching individual vendors and their capabilities by doing the
following:
• Make a list of all the marketing capabilities you currently have, those that you would like to
have, and those that you can’t live without. This last category is critical, and could help you
avoid a costly mistake.
• Take your list of capabilities and then do some research. The “Resources” section at the
back of this report includes a list of blogs, articles, and industry research that will help.
(Many of the vendors profiled in this report also provide whitepapers and interactive tools
that can help.)
• Narrow your list down to the vendors that meet your criteria. Submit your list of the
marketing automation capabilities you’ve identified, and set a timeframe for them to reply.
• Decide whether or not you need to engage in a formal RFI/RFP process. This is an
individual preference, but be sure to give the same list of capabilities to each vendor to
facilitate comparison.

The most effective RFPs only request relevant information from the vendors and provide ample When written
information about your business and its marketing automation needs. Let the vendor know properly, an RFP
how you plan to use marketing automation, including your high-level strategic goals and KPIs
will facilitate the
and how you will evaluate the success of your marketing automation efforts. Include details
about timelines and the existing digital technology you have deployed. sales process
and ensure that
When written properly, an RFP will facilitate the sales process and ensure that everyone everyone involved
involved on both sides come to a shared understanding of the purpose, requirements, scope, on both sides
and structure of the intended purchase. From the RFP responses, you should be able to narrow come to a shared
your list down to three or four platforms that you’ll want to demo.
understanding
of the purpose,
Step Three: Scheduling the demo
requirements, scope,
Set up demos with your short list of vendors within a relatively short timeframe after receiving and structure of the
the RFP responses, to help make relevant comparisons. Make sure that all potential internal intended purchase.
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 they demonstrate the answer on the call?
Other questions to ask each vendor include:
1. How easy is it to integrate this software into my organization?

2. What is the onboarding process?
3. How long does implementation take?
4. What kind of support and training are included in the base price?
5. How do I maximize adoption in my organization?
6. Will we have a dedicated account rep available to us?
7. Do current customers utilize the full functionality?
8. What new features are you focusing on for the coming year?
9. Can we do a test run for a few days on our own (i.e., a free trial)?
Don’t hesitate to ask for a demonstration of the specific capabilities that you have identified in
your RFI/RFP. Consider requesting product demos showing basic tasks and demonstrating core
reports:
1. Create and edit a new email from scratch.

2. Import a contact list from a CSV file.
3. Create and edit a new landing page from scratch.
4. Execute a simple campaign with an email, mailing list, and landing page.
5. See a report showing email opens and clickthroughs.
6. See a report showing web traffic and/or specific leads from an email campaign.
This is an ongoing relationship; it’s important to feel that your questions are being answered.
Step Four: Check references, negotiate a contract

Before deciding on a particular vendor, speak with one or two customer references, preferably
someone in a business similar to yours. The vendor should be able to supply you with several
references if you cannot identify ones yourself. Use this opportunity to ask any additional
questions, and to find out more about any questions that weren’t answered during the demo.

Make sure that the person you’ve been referred to is someone who is a primary user of the Although not all
platform. Consider also asking these basic questions: vendors require an
annual contract,
• Why did you move to a marketing automation platform?
• Did you migrate to this platform from another? If so, how was the conversion process? many do. Once
• Why did you select this platform over others? you’ve selected a
• How long did the system take to implement? vendor, be sure to
• Has this platform lived up to your expectations? get in writing a list
• Did you receive the level of support you needed? of what technology
• What CRM system is this platform integrated with? Are you pleased with that integration?
and support are
• Were there any surprises that you wish you’d known about beforehand?
• Where have you seen the most success? The biggest challenges? covered in the
• How are you measuring your own success? contract.
• How responsive is customer service?
• Has there been any down time?
• What is the most useful, actionable (favorite) report the platform generates?
• What do you wish they did differently?
• Why would you recommend this platform?
Although not all vendors require an annual contract, many do. Once you’ve 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 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 the answers upfront – and having
them in writing – will ensure fewer surprises or additional costs down the road.
Conclusion
B2B marketing automation continues to grow at a rapid pace, as marketers try to capture,
analyze, and act upon the unprecedented volume of customer data coming from an expanding
array of marketing channels. These opportunities have also created challenges. Many B2B
marketers with traditional marketing backgrounds struggle to move beyond core tactics (e.g.,
search, website, and email marketing) to more advanced marketing practices such as audience
segmentation or personalization. Platform ease-of-use, data quality, and a lack of clear strategy
are other factors that hinder marketing automation penetration and use.
Yet, there are numerous benefits to automating manual B2B marketing tasks, such as email
campaign development and execution, landing page creation, and lead capture, scoring, and
nurturing. Understanding your current marketing processes, knowing how to measure success,
and being able to identify where you are looking for improvements, are all critical pieces
of the decision-making process. Perform your due diligence when it comes to identifying,
researching, and interviewing marketing automation vendors. A successful conclusion to this
process can result in greater long-term ROI and ongoing business productivity. n

Vendor Profiles
Target customer
• Emerging growth and mid-market B2B companies across a variety of industries
including business and financial services, manufacturing, higher education, sports and
Act-On Software entertainment, technology, and healthcare.
121 SW Morrison Street,
Suite 1600 Key customers
Portland, OR 97204
T (877)-530-1555 Avery Dennison
www.act-on.com Dallas Mavericks
NYU
Six Flags Discovery Kingdom
Truity Credit Union
Xerox
Key executives
Andy MacMillan CEO
David Satterwhite, CRO
Kate Johnson, CFO
Michelle Huff, CMO
Company overview
• Founded in 2008.
• $74 million in venture funding.
• Additional offices in Roseville and San Mateo, CA; Scottsdale, AZ; Boston, MA;
Reading, U.K.; and Bangalore, India.
Product overview
• Integrated workspace introduced in April 2016 to support new use cases for the
CMO and the marketing organization.
• Launched Account-Based Marketing (ABM) Automation in May 2016, offering the
ability to execute automated, multi-channel account engagements at scale, with
enhanced nurturing and scoring capabilities at the account level.
• In October 2016, debuted Act-On for Microsoft Solutions, a product bundle
designed to complement Microsoft tools such Microsoft Dynamics CRM.
• Quick Start menu provides one-click access to Act-On features, including email and
landing page templates that can be dynamically customized and executed as bulk,
drip or triggered campaigns.
• Includes responsive design to support multiple devices.
• UI allows dashboard customization of home layout and components organized by
marketing activities to enhance content management and navigation.
• Tracks website visitors using add-on widget.
Anonymous visitors can be reverse-matched using an IP address database.
Lead management system nurtures, scores, and segments prospects based on
demographic, firmographic, and behavioral data.
Marketing and sales users jointly set the scoring parameters for lead qualification.
• Act-On Inbound optimizes content, blogs, and website for search engines; manages
keywords for both SEO and AdWords; and measures campaign effectiveness.
• Act-On Anywhere is a Chrome browser extension that makes Act-On engagement
data, assets and functionality available within the user’s current browsing context.
• Data storage is cloud based.

Vendor Profiles
Product Details
Social media strategy to use external tools such as Excel.
• Management and provisioning
• Social Media module added in August capabilities designed for marketing
2016 offers publishing, listening, and agencies with multiple client accounts.
Act-On Software reporting capabilities for marketers
121 SW Morrison Street, looking to tie social media into the Third-party software integration
Suite 1600 lead-to-revenue process.
Portland, OR 97204 Tracks social behaviors across • Native integration with Salesforce,
T (877)-530-1555 Facebook, LinkedIn, Twitter, and SugarCRM, Microsoft Dynamics CRM,
www.act-on.com Google+ to score, segment, and NetSuite, and Infor CRM (formerly
nurture leads and customers. Saleslogix).
Tracks social lead conversions Salesforce/CRM platform acts
and attributes revenue to specific as the database of record. Users
campaigns and channels. choose which marketing segments
• Social listening manages multiple social to import into Act-On database
streams from Twitter, Facebook, and for campaign development and
LinkedIn, with the ability to pin social execution.
posts and updates for follow up. Segments are continually synched,
• Users can add social-sharing buttons to allowing marketers to manage,
email campaigns and landing pages to recycle, and reassign sales leads
connect and broadcast campaigns to based on prospect behavior.
their social media channels, including High-scoring leads are pushed into
Facebook, Twitter, Pinterest, Google+, a sales “hot prospect list” using the
YouTube, Instagram and LinkedIn. system’s lead-scoring schema.
• Act-On Insight dashboard provides • Point-and-click integration with WebEx
social media and web-based traffic and GoToWebinar.
benchmarking against specified • Native integration with data services
competitors. such as Data Prospect and ZoomInfo,
as well as web analytics systems
Reporting and analytics including Google Analytics and IBM
Data Analytics.
• Standard reports track site visitor • RESTful APIs use OAuth for
activity, including time on site and authentication to enable third-party
pages viewed, top referring sites, email app development.
responses, webinar attendance, landing • Content marketing; BI, video
page visits, and forms submitted. marketing, data/analytics, social media,
• Funnel reports allow users to define call tracking, and sales enablement
funnels based on business process, integrations available.
track prospects through conversions,
measure overall flow and velocity Pricing and support
through the funnel, and compare
results across time periods. • Two pricing tiers: Professional and
• Act-On Data Studio is an advanced Enterprise.
data access and analytics tool that Professional starts at $600/month
enables users to visualize, select, for 1,000 active contacts.
configure, and move data from Act-On Enterprise starts at $2,000/month
to any BI platform. for 10,000 active contacts.
• Reports can be downloaded through • Dedicated Customer Success Manager
Excel or CSV; users wanting to run or team assigned to accounts
regression or correlation analysis need depending on edition at no additional

Vendor Profiles
Product Details
cost.
• Phone, chat, and 24/7 email support
included in the base price.
• Training and eLearning includes
Act-On Software Act-On University (self-paced and
121 SW Morrison Street, video tutorials) and Act-On Center of
Suite 1600 Excellence (an online knowledge base
Portland, OR 97204 of webinars, checklists, best practices,
T (877)-530-1555 and product guides) as well as a user-
www.act-on.com populated wiki where users can share
their issues and solutions.
Act-On Certification courses also
available.

Vendor Profiles
Target customer
• Enterprise B2C and B2B and B2B2C marketers in the retail, travel/hospitality, media
and entertainment, financial services, and government verticals.
Adobe Headquarters
345 Park Avenue Key customers
San Jose, CA 95110-2704
Tel: 408-536-6000 BP Epsilon
https://www.adobe.com/ Elsevier
marketing-cloud/campaign- HD Supply
management.html#x London Heathrow Airport
Travelocity
William Reed
Key executives
Brad Rencher, SVP and General Manager, Adobe Digital Marketing
Suresh Vittal, VP, Strategy, Adobe Marketing Cloud
Stephan Dietrich, VP, Adobe Campaign
Dave Bieselin, Senior Director, Engineering, Adobe Campaign
Company overview
• Adobe Systems was founded in December 1982.
• Adobe acquired Neolane for $600 million in cash in June 2013.
Neolane was founded in 2001 in France and entered the U.S. market in 2007.
• Neolane was rebranded as Adobe Campaign and is one of eight solutions in the
Adobe Marketing Cloud.
Adobe Marketing Cloud is a subscription-based service enabling users to
leverage centralized and shared data, content assets, and profiles.
Adobe Marketing Cloud’s additional solutions are: Adobe Analytics, Adobe
Target, Adobe Social, Adobe Experience Manager, Adobe Audience Manager,
Adobe Media Optimizer, and Adobe Primetime.
• Adobe has more than 40 worldwide offices in North America, Europe, Asia, South
America, the Middle East, and Africa.
Product overview
• Adobe Campaign offers the following six components: integrated customer profile,
targeted segmentation, cross-channel orchestration, contextual email, real-time
interaction management, and operational reporting.
• Flexible architecture enables a “hybrid” deployment model so customer data can be
held on premise while using Adobe Campaign for execution in the cloud.
• Cross-channel campaign management enables users to execute online and offline
personalized inbound and outbound marketing programs across email, web, social,
mobile, SMS, direct mail, kiosk, call center, and point-of-sale channels.
• Adobe Campaign Standard, a cloud-based offering ideal for email marketers, offers
a native cloud user interface, data management, workflow and journey design,
segmentation and targeting, and channel execution.
Professional services available for advanced cross-channel campaign
management functionality, with a step-by-step maturity assessment and process.
• Native integration with Adobe Experience Manager, Adobe Audience Manager,
Adobe Analytics, and Adobe Target to facilitate additional digital marketing
capabilities.

Vendor Profiles
Product Details
Adobe Audience Manager: visitors. Marketers can use
Offers direct integration to triggers in real-time decisions and
share audiences, conducts look- personalization across multiple
alike modeling, and leverages channels.
Adobe Headquarters anonymized data for retargeting People Core Service allows Adobe
345 Park Avenue strategies. Campaign to publish and share
San Jose, CA 95110-2704 Adobe Experience Manager: audiences (segments) with the
Tel: 408-536-6000 Enables joint clients to work from other solutions of the Marketing
https://www.adobe.com/ a single digital asset management Cloud, as well as take in behavioral
marketing-cloud/campaign- repository and integrates data segments from the Cloud back into
management.html#x from both anonymous visitors and Campaign.
identified customers.
Adobe Analytics: Provides real- Social media strategy
time remarketing capabilities for
addressing use cases such as cart • Social marketing campaign
or browsing abandonment issues. development and execution is available
Adobe Target: Provides through Adobe Social, a separate
contextually relevant emails, solution in the Adobe Marketing Cloud.
automated A/B tests, and product
recommendations in emails based Reporting and analytics
on web browsing behavior.
• Adobe Marketing Cloud core services • Provides more than 50 out-of-the-
connect Adobe Campaign with other box reports including messages sent,
Adobe Marketing Cloud solutions. throughput, opens, clicks, devices
Adobe Campaign leverages the used, tracking indicators, as well as
following core services: lead reports for lead management
Assets Core Service, a content activities and a conversion funnel.
repository, enables users to pull Through integration with Adobe
content from the Adobe Creative Analytics, users can create a holistic
Cloud into campaigns, emails or view of marketing campaigns with
channel strategies. intuitive and interactive analytics
Mobile Core Service enables dashboards and reports.
marketers to monitor analytics,
serve personalized offers, and Third-party software integration
entice inactive users. Included
with this service is a mobile • CRM connectors for Salesforce,
SDK that can be integrated with Microsoft Dynamics CRM, SAP, and
Campaign to allow for personalized Oracle CRM on Demand, providing
push notification and in-app real-time, bi-directional synchronization
messaging. This integration allows of lead, account, and opportunity data.
for the planning, execution, and • RedShift connector enables users
monitoring of mobile campaigns to leverage Big Data by storing
from one central hub. transactional data in Amazon Redshift
Triggers Core Service is a and access the information to segment,
Marketing Cloud Activation core target, and personalize messages in
service that allows marketers Adobe Campaign.
to identify, define, and monitor • Uses web services for straightforward
key consumer behaviors, and data and process integration with
then generate cross-solution operational front- and back-end systems.
communication to re-engage • Can run in a distributed architecture

Vendor Profiles
Product Details
mode to enable redundant key Pricing based on “Active Profiles”
processes and load balancing, or contacts in the database.
depending on business and technical Maintenance is included in each
constraints. license bundle.
Adobe Headquarters • Adobe Campaign has a “No CPM”
345 Park Avenue Pricing and support pricing approach.
San Jose, CA 95110-2704 • 24/7 support includes support, access
Tel: 408-536-6000 • Three license bundles – Standard, to major and minor product releases,
https://www.adobe.com/ Premium, and Ultimate – based on and software maintenance.
marketing-cloud/campaign- level of complexity and the functionality
management.html#x required to meet user needs.

Vendor Profiles
Target customer
• SMBs and mid-market B2B and B2C marketers spanning high-tech, SaaS, retail/e-
commerce, business services, financial services, and more.
Autopilot HQ
589 Howard Street, 2nd Floor
San Francisco, CA 94105
Key customers
(T) 800-714-9546 Crunchbase
https://autopilothq.com Freshdesk
Laser Clinics Australia
LiveChat
Lyft

Key executives
Michael Sharkey, CEO and Co-founder
Chris Sharkey, CTO and Co-founder
Peter Sharkey, CPO and Co-founder
Guy Marion, CMO/Head of Business
Company overview
• Raised a total of $20.5 million in venture funding from Salesforce Ventures,
Rembrandt Venture Partners, Southern Cross Venture Partners, Blackbird Ventures,
and Stage One Capital.
• Over 2,000 global customers in 2016.
• Engineering office in Sydney, Australia.
Product overview
• Visual marketing software with an open, connected platform to help companies
acquire, nurture, and grow high-paying customers using email, web, SMS, and direct
mail channels.
• Drag-and-connect canvas to create customer journeys from scratch or pre-built
templates.
• Connects over 700 purpose-built tools to capture leads, segment databases, and
trigger highly personalized journeys.
• Contact management is a central place to organize the database, manage leads,
create custom fields, and build dynamic or static segments and lists.

Vendor Profiles
Product Details
Social media strategy Pricing and support
• Social media profile and lead data • Pricing is based on number of contacts.
is automatically synchronized with No setup fees required.
Autopilot HQ contacts that are captured or imported • Two plan levels: Base or Business.
589 Howard Street, 2nd Floor into the Autopilot platform. • Base starts at $20/month for up to
San Francisco, CA 94105 1,000 contacts (paid annually) or $25/
(T) 800-714-9546 month (paid monthly), and includes:
https://autopilothq.com
Reporting and analytics
Unlimited journeys.
• Behavioral insights with a real-time Unlimited emails, Headsup
activity feed that provides event messages (in-app and on-site
monitoring for both known and messaging), and 250 SMS
anonymous visitors, pulling from messages per month (connect your
Autopilot’s universal tracking code that Twilio account for unlimited SMS).
can be added to any online property. Slack and Zapier integration.
• See channel engagement through Smart segmentation, contact
a reporting center and embedded management, and built-in
insights within the visual canvas editor. reporting.
Sales funnel reporting on website • Business starts at $40/month for up to
visitors, conversions, leads, 1,000 contacts (paid annually) or $50/
opportunities, and closed/won month (paid monthly), and includes
business. everything in Base plus:
Email and Headsup performance Salesforce integration.
reporting, with drill down to Segment integration.
key metrics, time trends, click API access.
rates, users, and URL (content) A/B testing.
performance. Premium support.
Touchpoint, attribution, and • Free 30-day trial available, no credit
conversion rate analysis. card required.
• Round-the-clock support, online help
Third-party software integration center, and access to Flight School - a
series of videos, research reports and
• Native integration with Salesforce online tutorials about both the platform
(CRM), Twilio (SMS mobile messaging), and marketing automation best
Segment (event tracking), Zapier (app practices.
connectors), Slack (team messaging), • 25,000 contact plans and above receive
and Lob (print postcards). a dedicated customer success manager.
Salesforce integration enables bi- • Start-up pricing available for qualified
directional synchronization of leads, companies.
contacts, and accounts.
Segment and Zapier integrate over
700 marketing technologies into
Autopilot, including MailChimp,
Shopify, Mixpanel, Pipedrive,
EventBrite, Wistia, Wufuu, and
GoToWebinar.

Vendor Profiles
Target customer
• Small and mid-market B2B companies and divisions within enterprise organizations.
Key customers
eTrigue
6399 San Ignacio Avenue Cisco
San Jose, CA 95119 MicroSurvey
(T) 800-858-8500 Oronite
www.etrigue.com Shell Lubricants
Key executives
Jeff Holmes, President and CEO
Jim Meyer, VP and General Manager
Ron Cootes, VP, Engineering
Tony Tissot, Senior Director, Marketing
Company overview
• Incorporated in 2011.
• The eTrigue solution was originally developed by a marketing and demand
generation agency for use with their customers. It was spun out in 2011 as a separate
company to leverage the software solution.
• DemandCenter Seven, a fully redesigned version of the application, will be available
in the second quarter of 2017.
• Self-funded.
Product overview
• DemandCenter® is a SaaS-based marketing automation platform redesigned for 2017
with a drag-and-drop campaign builder, WYSIWYG landing page editor, and drop-
down forms editor featuring standard and custom fields to facilitate content creation.
• More than 100 landing page and form templates available for customization.
• Dynamic Progressive Forms 3.0 designed to reduce form abandonment, featuring
graphical drag-and-drop form builder.
• Tracks leads at the contact and opportunity (won, open, closed) levels.
Tracks and maintains unlimited anonymous visitor data, including search term
referrals.
• Users can adjust campaigns on the fly, conduct A/B email tests, and schedule
message delivery for specific times.

Vendor Profiles
Product Details
Social media strategy • eTrigue for AppExchange allows users
to choose between bi-directional
• Social media source data captured, synchronizing and viewing active
including Facebook, LinkedIn, Twitter, prospects before they are added to the
and Google+. Salesforce CRM.
eTrigue • Social media sharing and “friend” links Prospects can then be added as
6399 San Ignacio Avenue are included in landing page and email “leads” or converted to “contacts”
San Jose, CA 95119 builders. based on qualification criteria.
(T) 800-858-8500 • Real-time email alerts on any lead
www.etrigue.com Reporting and analytics action can be sent to anyone and
also reported within the CRM or
• DemandCenter includes both pre- DemandCenter
configured and customizable real- Users can base alert triggers
time reporting dashboards that track on seven dimensions, including
lead sources, companies, campaigns, demographics, scoring, and timing.
messages, and geographies. • Native integration with Google
• 3-D Lead Scoring™ is based on three AdWords, Lithium, WebEx, and
dimensions: who, what, and when. GoToWebinar; an API is available for
Seven specific variables can custom system integrations.
be scored, including prospect
demographics, website activity, Pricing and support
campaign responses, brand
relationship, source, and buy time • Pricing ranges from $600/month for
(i.e., how long it takes for a lead to 1,000 contacts to $8,000/month for 1
become a customer). million contacts.
Lead segmentation occurs within a • Custom pricing available for enterprise
search-based interface and across customers with more than 1 million
any demographic or marketing contacts in their database.
activity. • Month-to-month pricing is available.
• Event campaigns can be scheduled • No setup or activation costs.
through the system, with responses – • Phone and email support is included
including registration and attendance in all pricing, as is training for the
– automatically synched between the customer’s first email campaign in the
event system and DemandCenter. first five days of the engagement.
Event data also can be integrated • Free web-based training is available for
into existing CRM systems and sales and marketing best practices.
used in triggered marketing
messages.
Third-party software integrations

• Native integration with Salesforce,
Microsoft Dynamics CRM, and Sugar
CRM.

Vendor Profiles
Target customer
• Mid-market companies seeking growth.
Key customers
HubSpot
25 First Street, 2nd Floor Bass Pro Shops
Cambridge, MA 02141 NEC
(T) 888-482-7768 Shopify
www.hubspot.com ShoreTel
University of Southern California
Unum
Key executives
Brian Halligan, Co-founder and CEO
Dharmesh Shah, Co-founder and CTO
JD Sherman, COO
Kipp Bodnar, CMO
Company overview
• 1,500-plus employees.
• 21,600-plus customers in 90-plus countries.
• October 2014 IPO (NYSE: HUBS).
• European headquarters in Dublin; Asia-Pacific headquarters in Singapore.
• Additional offices in Sydney, Australia; Tokyo, Japan; and Portsmouth, NH.
Product overview
• HubSpot offers a SaaS-based marketing and sales platform, called the HubSpot
Growth Stack, which includes HubSpot CRM, HubSpot Marketing, and HubSpot
Sales, a suite of sales enablement tools.
HubSpot CRM and HubSpot Sales have a freemium tier and incremental tiers of
paid functionality, and can be used individually or together.
• HubSpot Marketing includes tools for lead capture and management, scoring,
nurturing, analytics, A/B testing, blogging, content management, social monitoring
and publishing, email marketing, and paid advertising.
Offers rules based or predictive lead scoring for any data point including email
and website actions, social media metrics, and form captures.
Scoring systems can be tested as well as segmented in a customer’s database.
Additional functionality enables trigger campaigns, profile and lead scoring
changes, and notifications when particular prospect behaviors occur.
• HubSpot Sales includes email tracking from the user’s inbox, notifications when leads
view site pages, and in-line information on competitor sites and emails users receive.
Can be used to schedule emails and follow-ups from within the user’s inbox.
• HubSpot CRM includes an all-in-one timeline to show interactions with customers,
and auto-populates information about companies and contacts.
• The HubSpot Website Platform uses a personalization engine to customize the
website experience for each visitor. It also includes free one-click SSL for Website
Platform customers as well as a web application firewall for added security.
• Mobile app provides platform access for both iPhone and Android users.
• Data is stored in the cloud.

Vendor Profiles
Product Details
Social media strategy and closed-loop ROI reporting,
allowing users to set custom criteria
• Social media capabilities center on to score leads and determine which
Social Inbox, an included social media leads are automatically sent to
publishing and monitoring tool. Salesforce.
HubSpot Highlights an individual’s lifecycle Users can build segments on any
25 First Street, 2nd Floor stage with a color-coded interface combination of HubSpot and
Cambridge, MA 02141 that links directly with HubSpot’s Salesforce data, and personalize
(T) 888-482-7768 other tools for follow-up and email content using Salesforce field
www.hubspot.com internal communication on social data.
media alerts. • Customers of both the HubSpot CRM
• Users can schedule and publish and HubSpot Marketing draw on the
posts to Twitter, Facebook, LinkedIn, same database and see a single view of
and Google+ from one or multiple contacts.
accounts.
• Tweets are categorized (customer, Pricing and support
prospect or active opportunity) and
then trigger alerts for sales, marketing • Tiered pricing plans for HubSpot
or customer service. Marketing are based on the number of
database contacts.
Reporting and analytics Freemium: Includes a lead
generation dashboard, lead flows,
• Reports track channel performance, collected forms, contact database,
conversion assists, time-to-completion, and lead insights (first 7 days of
and reverse funnel analysis. website activity after lead capture).
• Users can benchmark traffic, Starter: Starts at $50/month and
conversion, and inbound links for up to removes HubSpot branding and
10 competitors. time limit on website activity, and
• ROI tracked via multiple sources such adds custom form fields.
as organic and paid search, referrals, Basic: Starts at $200/month and
social media, email marketing, direct offers hosting, blogging tools,
traffic, and other campaigns. landing pages, social media tools,
• Monthly reports are delivered email marketing, and analytics.
automatically and can be customized. Professional: Starts at $800/month
• A reporting add-on provides highly and adds Salesforce integration,
customizable dynamic dashboards for smart content, advanced reporting,
both sales and marketing. and custom lead scoring to the
Basic package.
Third-party software integration Enterprise: Starts at $2,400/month
and adds A/B testing, predictive
• HubSpot is a Salesforce AppExchange lead scoring, and more advanced
partner and offers native integrations reporting to the Professional
with apps including Salesforce, Wistia, package.
Zendesk, SlideShare and GoToWebinar. • All pricing is for a minimum number of
In addition to these native integrations, database contacts. Fees apply as the
HubSpot has dozens of certified number of database contacts grows:
integrations with other tools. $100/thousand additional contacts
Salesforce capabilities include at the Basic level.
bi-directional synchronization $50/thousand additional contacts

Vendor Profiles
Product Details
at the Professional level. For an additional $50/month,
$10/thousand additional contacts Pro adds email click notifications,
at the Enterprise level. sequences, prospects, meetings,
• A 30-day free trial is available; an and unlimited access to email
annual contract is required. tracking history, email templates,
HubSpot • Additional $600 setup fee for Basic documents, and calling.
25 First Street, 2nd Floor customers, $3,000 for Professional • Advanced product training is available
Cambridge, MA 02141 customers, and $5,000 for Enterprise starting at $7,000.
(T) 888-482-7768 customers, which includes introductory • Email, phone, and Twitter support are
www.hubspot.com training. included in pricing.
• HubSpot Sales freemium edition Phone support available 8am to
includes Gmail and Outlook 8pm EST.
integration, HubSpot CRM integration, • HubSpot Academy is a free marketing
HubSpot API, email scheduling, how-to site offering customers guides,
email open notifications, and limited webinars, brainstorming worksheets,
access to email tracking history, email and inbound certification courses.
templates, documents, and calling.

Vendor Profiles
Target customer
• B2B and B2C SMBs to Fortune 1000 enterprises.
IBM Watson Campaign
Automation Key customers
1 New Orchard Road
Armonk, NY 10504 1-800-GOT-JUNK?
(T) 866-745-8767 AMD
https://www.ibm.com/us-en/ Carfax
marketplace/digital-marketing- CaringBridge
and-lead-management LifeShield
Mazda
Key executives
Pam Woehrle, VP, IBM Watson Campaign Automation Go-To-Market Leader
Company overview
• IBM acquired Silverpop in May 2014.
• IBM Watson Campaign Automation (built on the foundation of Silverpop Engage) is
part of the Watson Marketing portfolio of products.
• IBM Watson Campaign Automation uses multi-sourced customer data and individual
behaviors to inform and drive personalized interactions in real time.
• 5,000-plus brands use the IBM Watson Campaign Automation.
Product overview
• IBM Watson Campaign Automation focuses on the following capabilities:
Email: Email Insights Campaigns previews 30 different email clients including
Gmail, Outlook, and iPhone and Android platforms, and delivers reports such as
Geo-location (including city, state and country), average engagement time, and,
preferred email client or device.
Lead management: Lead capture, scoring, and nurturing to deliver high quality
leads and decrease customer acquisition costs.
Mobile: Capture mobile insights in real time and drive personalized mobile
experiences to each contact. IBM Watson Campaign Automation features
integrate mobile with other digital channels.
Social: Leverage social interactions to understand and respond to customers.
Analytics: Gain insights into customers’ actions.
Recommendations and personalization: Understand, capture, and respond to
customer preferences and behaviors.
Planning and budgeting: Budgeting, planning, and analytics that connect to
marketing, CRM, and finance systems.

Vendor Profiles
Product Details
Social media strategy Third-party software integration
• Provides social publishing and • Integrates with CRM, web analytics,
IBM Watson Campaign scheduling, social sharing, and social e-commerce, and other marketing
Automation sign-ins on landing pages for Twitter, technology providers.
1 New Orchard Road Facebook, LinkedIn, and/or RSS • Native integrations with Salesforce,
Armonk, NY 10504 feeds that coincide with IBM Watson Microsoft Dynamics CRM, Magento,
(T) 866-745-8767 Campaign Automation message sends. and Sugar CRM.
https://www.ibm.com/us-en/ • IBM Watson Campaign Automation • API set available for customized CRM
marketplace/digital-marketing- Social Audiences manages paid social app development.
and-lead-management media across existing customers and • IBM Universal Behavior Exchange
prospects or look-alike audiences. connects data from multiple
• Social sign-in currently supports the applications through IBM’s pre-
use of social identities from Facebook, integrated partner network across paid,
Twitter, LinkedIn, and Salesforce, as well owned, and earned channels.
as other major social networks. • IBM Watson Campaign Automation’s
Users can determine lead sources SilverLining Partner Network delivers
through the tools’ social tracking complimentary partner offerings and
features. (i.e., blog posts shared supporting services.
on Facebook will be attributed to
Facebook instead of the blog post Pricing and support
itself.)
• IBM does not publicly disclose pricing;
Reporting and analytics pricing is typically based on the size of
the customer database or the number
• More than 80 customizable reports of email transactions.
available. • The majority of IBM Watson Campaign
Includes customer behavior data Automation contracts are 12-15 month
from multiple marketing channels terms.
including email, campaigns, social, • 24/7 email and phone support included
and mobile. for all customers; an online support
• Excel Add-In to IBM Watson Campaign portal is also available.
Automation downloads all reporting • Add-on onboarding programs are
and activity data related to mailings. available.
• Web-based training is available and
custom, on-site training is offered for an
additional fee.

Vendor Profiles
Product Details

Vendor Profiles
Target customer
• Small businesses with between two and twenty-five employees.
Infusionsoft
1260 South Spectrum Boulevard Key customers
Chandler, AZ 85286
Keeping Current Matters
(T) 866-800-0004
LeftFoot Coaching Academy
www.infusionsoft.com
Milkhouse Candles
Money Finder
Rock and Rapid Adventures
TITIN
Key executives
Clate Mask, Co-founder and CEO
Terry Hicks, Chief Product Officer
Scott Martineau, Co-founder and Chief Customer Officer
Curtis Smith, Chief Financial Officer
Company overview
• 570 employees.
• Raised more than $125 million in venture funding, including a $55 million Series D
round in October 2014 led by Bain Capital Ventures.
• Other investors include Allure Ventures, Arthur Ventures, Goldman Sachs, Signal Peak
Ventures, and Mohr Davidow Ventures.
Product overview
• Infusionsoft provides CRM, sales automation, marketing automation, e-commerce,
payments, analytics, and mobile solutions. Infusionsoft’s ecosystem includes a
marketplace of apps, integrations, and service and technology partners, along with a
growing library of educational resources.
• CRM: Imports and organizes contacts (both online and offline) with tagging and
segmentation. Features include contact management, list management, custom
segmentation, calendar and task management, and lead scoring.
• Marketing Automation: Automates lead capture and follow-up, including triggered
personalized communications (i.e., emails, landing pages, forms) based on email
sends, opens, clicks, form submissions, and payment history. Features include
campaign builder, email builder, landing pages builder, web forms, and website
hosting.
• Sales Automation: Automatically “kicks off” follow-up emails, tasks, appointments,
and more. Features include lead scoring, sales pipeline management, and quotes
and orders.
• E-Commerce: Includes customizable storefronts, order forms, seamless payment
processing, and more. Features include digital storefronts, shopping cart, order
forms, and discounts and promotions.
• Payments: Infusionsoft’s payment processing allows users to collect payments
online through PayPal and accept all major credit cards. Features include payment
processing and post-purchase automation.
• Referral Program Management: Fleet of referral partners available to create custom
referral programs, and provide partners with a portal to access marketing materials.

Vendor Profiles
Product Details
Social media strategy More than 170 apps and
integrations available, including
• Customizable templates for Facebook QuickBooks, Shopify, and Zapier.
contests and promotions. Content
Infusionsoft
management tools monitor feeds and Pricing and support
1260 South Spectrum Boulevard
schedule posts and tweets.
Chandler, AZ 85286
• Add-on GroSocial enables social media • Five options available on monthly or
(T) 866-800-0004
campaign and promotion development annual basis; no contract required:
www.infusionsoft.com
and management for Facebook, Twitter, Essentials: $199/month targets
and LinkedIn. small businesses with basic
• Includes drag-and-drop design marketing needs. Includes CRM
software and templates to create social and marketing automation.
content and promotions such as social Deluxe Sales: $299/month
photo contests, giveaways, video targets businesses with sales
contests, and viral vote promotions. teams. Includes CRM, marketing
• All leads and promotion entrants automation, and sales automation.
can be added automatically to the Deluxe E-Commerce: $299/month
platform. targets businesses with online
stores. Includes CRM, marketing
Reporting and analytics automation, and e-commerce.
Complete: $379/month targets
• Marketing reports provide website small businesses with both a sales
and web form activity, email statistics, team and an online store. Includes
broadcast reports, lead source ROI, and all of Infusionsoft’s Essentials,
overall campaign effectiveness. Deluxe Sales, and Deluxe
• Users can see real-time campaign E-Commerce features.
results, make adjustments on the fly, Team: $599/month targets small
and refine their marketing efforts to businesses with larger teams.
maximize their dollars spent. Includes all of Infusionsoft’s
• Features include website activity Essentials, Deluxe Sales, and
tracking, web form tracking, and Deluxe E-Commerce features.
reports. • Kickstart services are required for new
• Users can track visitor activity from customers and bundle consulting
their first visit to latest purchase, services and training resources. There
and use web analytics to track which are three Kickstart editions:
sources are producing the most leads, Kickstart Lite ($999): For businesses
automatically assign a lead source looking for basic guidance getting
to each website visitor, capture and started.
calculate an average time on page Kickstart ($1,999): For businesses
per visitor, identify browsing trends that need more in-depth guidance.
with visitor information, and track the Kickstart Pro ($2,999): For
number of contacts visiting each page. businesses with an effective
strategy in place.
Third-party software integration • Support is included with every
subscription and is available via live
• Marketplace is home to a small chat 24/7 or via phone during regular
business ecosystem of Infusionsoft- business hours in the U.S., U.K., and
certified service and technology Australia.
partners, apps, integrations, content,
and pre-built marketing campaigns.

Vendor Profiles
Target customer
• Mid-market and enterprise brands in retail/ecommerce, travel, healthcare,
entertainment, media, financial services, on-demand services, social, and education
Kahuna markets.
1400A Seaport Boulevard
Redwood City, CA 94063 Key customers
(T) 844-465-2486
www.kahuna.com Dollar Shave Club
GoPro
Hotel Tonight
Yahoo! Fantasy Sports
Yelp.com
Yummly
Key executives
Sameer Patel, CEO
Mihir Nanavati, Head of Product
David Verhaag, Head of Customer Success
Fayyaz Younas, Head of Engineering
Company overview
• Founded in May 2012.
• Raised $58 million in four venture funding rounds from SoftTech VC, Sequoia Capital,
and Tenaya Capital.
• Additional offices in New York City and Vancouver.
Product overview
• Cross-channel marketing automation platform that enables 1:1 personalization across
channels including email, web, mobile devices, Facebook retargeting, and SMS.
• Listens to consumer signals in real time; ingests and unifies consumer behavior data
across mobile, web, and other connected devices.
• Consumer segmentation enables behavioral, demographic, and lifecycle segments.
• Variety of campaign types supported: triggered (both based on user and external
events), conversion, lifecycle-type drip marketing, and consumer journey campaigns.
• Dynamic personalization of messages with user data
• Artificial intelligence (AI) features enable:
“Send time” optimization to time messages based on user likelihood to engage.
Cross channel optimization to determine best channel to message users.
A/E message optimization to identify which variant of messages work best in
campaigns.
Time delay optimization identifies how long to wait before messaging users.
Path optimization determines which steps customers will go through in their
journey towards goals.

Vendor Profiles
Product Details
Social media strategy Third-party software integration
• Kahuna Dynamic Audiences • APIs to integrate existing business
automatically retargets ads on intelligence or CRM tools.
Kahuna Facebook by using mobile app
1400A Seaport Boulevard behavior. Pricing and support
Redwood City, CA 94063 • Limits ad displays if the customer or
(T) 844-465-2486 prospect doesn’t respond or already • Monthly “Total Message Volume”
www.kahuna.com has made a purchase. model based on the number of
messages being sent to consumers.
Reporting and analytics • Two plans: mobile only and an
enterprise grade cross-channel plan.
• Cross-channel analytics focus on • Within each plan there are two tiers --
campaign performance, trend Lite and Pro.
analysis, and the direct impact on Lite comes with email and
audience engagement, retention, and knowledge-based support.
conversion. Pro includes phone and in-person
• KPI tracking and comprehensive support.
attrition metrics like opt-outs, uninstalls,
and unsubscribes.

Vendor Profiles
Target customer
• Mid-market and enterprise-level B2B and B2C marketers and agencies with clients
in verticals including retail and e-commerce, publishing and media, travel and
Mapp Digital hospitality, and entertainment and events.
9276 Scranton Road, Suite 500
San Diego, CA 92108 Key customers
(T) (619) 295-1856
Columbia Sportswear
www.mapp.com
Infinity
KFC
Puma
Thomas Cook
Xerox
Key executives
Mike Biwer, CEO
Claire Long, CFO
Steve Warren, Chief Revenue Officer
Tim LoGrasso, CTO
Company overview
• Mapp Digital launched in September 2016, a combination of email services provider
BlueHornet Networks and the digital marketing-related applications business
purchased by Marlin Equity Partners from Teradata in July 2016.
Mapp Digital includes Teradata Marketing Applications (data analytics); Ozone
Online (for marketing and advertising); Appoxee (mobile push); Argyle (social
monitoring); FLXone (data management platform); and eCircle (email and digital
marketing) and BlueHornet (email service).
• 3000-plus customers worldwide.
• 600 employees in eleven countries.
• Additional offices in San Francisco, Raleigh, Munich, Paris, London, Copenhagen,
Madrid, Milan, Eindhoven, Amsterdam, Krakow, and Manila.
Product overview
• A SaaS-based customer engagement platform that integrates marketing execution
across email, mobile, social, and the web.
A visual WYSIWYG editor with templates for digital message creation without
HTML knowledge.
Automated event-triggered, multi-step campaigns spanning channels.
Different journey routes within an orchestrated campaign based on a contact’s
behavior.
Segmentation tool for intuitive creation and editing via drag-and-drop interface,
surfacing of available data points and selection criteria through color-coded
palette and filtering, and simple configuration of complex selection criteria.
Rendering previews and SPAM analysis.
A/B testing.
Fast insight of messaging activity and detail in a calendar view.
• Includes a data management platform (DMP) to collect and operationalize data from
multiple sources.
• Four cloud data centers, including two in the U.S. and two in Germany.

Vendor Profiles
Product Details
Social media strategy • Cultivates partnerships with developers
and agencies such as Localz, Urban
• Provides embedded publishing, Airship, and pmOne to deliver end-to-
engagement, and monitoring tools. end analytic solutions and integrated
Mapp Digital • Publishes social updates directly to marketing applications.
9276 Scranton Road, Suite 500 Facebook, Twitter, and LinkedIn.
San Diego, CA 92108 • Engages with audiences across Pricing and support
(T) (619) 295-1856 Facebook, Twitter, and Instagram.
www.mapp.com • Social Audiences allows users to create • Flexible, modular set up with pricing
audience segments and then advertise based on the following dimensions:
to those segments on social properties. Modules purchased.
• Real-time social analytics dashboard. Number of digital touchpoints.
Optional professional services.
Reporting and analytics • In-house professional services include
multichannel campaign management,
• Includes a native reporting tool to track, DMP and biddable media services,
measure, and evaluate the success of data services, lead generation, strategy
each digital campaign. and consulting, and creative services.
• The reporting tool also includes raw • Annual and 36-month contracts
data exports and simplified data available with automatic renewal.
exports, and the ability to quickly • Maintenance, upgrades, and support
leverage this data for further analysis in are included in pricing.
an external CRM or BI tool.

• Flexible APIs to connect with CRM,
POS, and e-commerce tools.

Vendor Profiles
Target customer
• SMB to enterprise-level B2B and B2C marketers in a variety of industries including
technology, healthcare, financial services, education, manufacturing, and media.
Key customers
Marketo
901 Mariners Island Blvd., Charles Schwab
Suite 500 George Washington University
San Mateo, CA 94404 Intel
(T) 650-376-2300 Nokia
www.marketo.com PR Newswire
Sony
Key Executives
Steve Lucas, CEO
Chandar Pattabhiram, CMO
Greg Wolfe, Chief Customer Officer
Shaun Klopfenstein, CTO
Company overview
• 1,000 employees.
• Over 5,000 customers in 36 countries.
• Privately held by Vista Equity Partners as of September 2016.
• Acquired real-time personalization tool Insightera (December 2013) and mobile
technology provider Vessel (May 2015).
• Additional offices in Atlanta, Portland, Dublin, Tel Aviv, Tokyo, and Sydney.
Product overview
• Cloud-based Engagement Marketing Platform with 11 applications bundled into five
solutions: Email Marketing, Lead Management, Consumer Marketing, Customer Base
Marketing, and Mobile Marketing.
• Built-in segmentation engine tracks customer interactions across touchpoints.
Website tracking for known and anonymous visitors.
Lead capture, scoring, and management features includes unlimited dimensions.
• Customer Engagement Engine automates conversations across channels based on
demographic, firmographic, and behavioral data tracked and stored in the platform.
• WYSIWYG editor for email and landing page creation, including drag-and-drop
forms, social apps, and videos.
Automated A/B testing, progressive profiling, and social sign-on.
• Web Personalization add-on tool enables personalized web experiences with
messaging, images, offers, and more.
• Predictive Content uses machine learning to recommend content to each visitor based
on content consumption trends, on-site behavior, firmographics, and CRM data.
• Ad Bridge provides personalized display and retargeting ad capabilities across
Facebook, Google, LinkedIn, and other social networks and search engines.
• Mobile Engagement add-on tool offers cross-device campaigns and push/in-app
notifications and messages.
• Marketing calendar offers interactive tools to build and modify campaigns.

Vendor Profiles
Product Details
Reporting and analytics 650 marketing apps and services
covering analytics, content marketing,
• ROI reports include multi-touch events, mobile marketing, social media,
attribution and the aggregate impact video, sales tools, and digital marketing
of marketing on the revenue cycle over and advertising.
time, including conversion rates plus • Additional integrations available
Marketo flow and velocity through the funnel. through Webhooks, SOAP, and REST
901 Mariners Island Blvd., • Executive dashboards feature revenue APIs.
Suite 500 cycle analytics identifying real-time
San Mateo, CA 94404 metrics and trends. Pricing and support
(T) 650-376-2300 Program Analyzer identifies
www.marketo.com programs and channels that deliver • Five pre-built bundles for specific
the highest marketing ROI. solutions: Email Marketing, Mobile
Success Path Analyzer monitors key Marketing, Consumer Marketing, Lead
performance metrics for each stage Management, and Customer Base
of the revenue cycle. Marketing.
Revenue Modeler defines the All solutions include Marketo’s
revenue cycle stages and monitors Audience Hub.
how potential customers move Any product/module not packaged
through the funnel. in the solution can be purchased as
• Advanced Report Builder features an an add-on.
intuitive pivot table UI. • The Engagement Marketing Platform
• Opportunity Influence Analyzer is priced based on the size of the
demonstrates cross-channel marketing database, plus any
marketing activities that influence additional infrastructure requested,
deals to understand each marketing such as advanced security, high volume
touchpoint’s influence. APIs, high volume email infrastructure
or advanced database features.
Third-party software integration • Products/modules are typically priced
on a single scaling factor, such as
• Native integration with Microsoft database size, number of marketing
Dynamics and Salesforce. users, number of mobile activities or
Supports two-way synchronization; number of website visitors.
users enter CRM credentials; • All Marketo subscriptions include
custom objects and fields can be access to technical resources.
synched automatically. • Premium-priced support services
Additions/ deletions to CRM include access to named support
framework (i.e., fields or objects) professionals, accelerated service-level
are automatically updated in response, and sessions for proactive
Marketo. mentoring and business review.
• Turn-key integrations available for SAP
Sales Cloud, NetSuite, SugarCRM,
Zoho, and more.
• Partner ecosystem of data integrators
and digital agencies includes Accenture
Digital, Deloitte Digital, DigitasLBi,
Informatica, Mulesoft, Talend, and
Software AG.
• LaunchPoint app marketplace includes

Vendor Profiles
Target customer
• SMBs to global enterprises in a range of industries, including high-tech, professional
services, manufacturing, financial services, wealth management, asset management,
insurance, education, life sciences, nonprofit, and sports and entertainment.
Oracle Eloqua
500 Oracle Parkway Key customers
Redwood Shores, CA 94065 Cetera Financial Group
(T) 650-506-7000 Dell
www.oracle.com/ Eaton
marketingcloud Samsung France
Thermo Fisher Scientific
Thomson Reuters
Key executives
Laura Ipsen, GM and SVP, Oracle Marketing Cloud
Steve Krause, Group VP, Product Management, Oracle Marketing Cloud
Jennifer Renaud, Senior Director, Marketing, Oracle Marketing Cloud
Company overview
• Oracle founded in 1977; Eloqua founded in 1999.
• Oracle acquired Eloqua in December 2012 for $810 million.
• Oracle Eloqua is now part of the Oracle Marketing Cloud product suite, which also
includes:
Oracle Responsys (B2C cross-channel marketing);
Oracle Content Marketing (formerly Compendium);
Oracle Data Management Platform (formerly BlueKai);
Oracle Maxymiser; and
Oracle Social Marketing.
Product overview
• B2B marketing automation platform featuring Campaign Canvas, a drag-and-drop
interface to create personalized, dynamic content campaigns across email, social,
display advertising, search advertising, and mobile.
Lead scoring uses a combination of contact profile information and buying
behavior, including campaign responses, converted forms, email clickthroughs,
website activity, browsing behavior, and external events.
• Program Canvas, introduced in 2016, helps marketers leverage data transformation
tools to improve data workflows and increase speed to lead.
Drag-and-drop canvas simplifies data transformation and normalization processes
and CRM integrations.
Includes a ‘Listener Framework’ that listens for changes on lead score models,
forms, and new contact creation.
• Profiler and Engage are part of an add-on suite of sales tools that includes site visit
alerts, pre-built and customized email messages for multiple devices, and advanced
buyer profiling.
• Native integration with the Oracle Data Management Platform (DMP) allows users to
automatically move audience segments from Oracle Eloqua to the Oracle DMP.
• Native integration with Oracle Content Marketing (OCM) to access best practices and
persona-based content.

Vendor Profiles
Product Details
Social media strategy Certain, Demandbase, Lattice, WebEx,
GoToWebinar, CloudWords, Pinterest,
• Social Suite collection of apps includes: LookBook HQ, SnapApp, and LinkedIn.
Social landing page apps accessible • Marketers can also leverage the
directly within the Oracle Eloqua Appcloud Development Framework to
landing page editor. create their own apps to action third-
Oracle Eloqua
Social data apps are available party data and content sources across
500 Oracle Parkway
on the Oracle Eloqua AppCloud the enterprise.
Redwood Shores, CA 94065
and allow users to access and
(T) 650-506-7000
manipulate social information either Pricing and support
www.oracle.com/
externally or within the Oracle
marketingcloud
Eloqua database. • Three “product trims” based on
• Native integration with Oracle Social the number of users and database
Relationship Management, a solution contacts.
within the separately priced Oracle • Basic: $2,000/month for 10 users
Social Cloud. and starting at 10,000 contacts,
Allows users to publish directly with unlimited emails, forms, and
to social properties from the landing pages. Includes best practices
Campaign Canvas interface templates, standard email and phone
and execute social advertising support, real time lead scoring and
campaigns. routing, Social Suite apps, and Insight
Social campaign reach and Reporter dashboards.
success metrics can be included in • Standard: $4,000/month for 50 users
campaign reports. and starting at 10,000 contacts.
Includes all Basic package capabilities
Reporting and analytics and adds dedicated IP addresses,
segmentation, advanced data
• Insight is the platform’s real-time cleansing, real-time multi-model lead
analytics and reporting tool. scoring, custom CRM integration, and
Dashboards track and measure the Oracle Eloqua API.
campaign engagement, cost, • Enterprise: Custom pricing is available
and activity; email clickthroughs, for larger databases and an unlimited
bounces, and trends; form number of users. Includes all Basic
conversion and abandonment; and and Standard capabilities, as well
landing page performance, trends, as multiple licenses for the Insight
and visitor demographics. custom dashboard and reporting tool,
Features closed-loop reporting 24/7 premier support, Sandbox test
to tie campaigns to pipeline and environment, and multiple databases
revenue growth. for separate business units.
• Add-on professional services available
Third-party software integration for companies that need additional help
onboarding or customizing the software.
• An open platform designed to support Options include SmartStart
Oracle Sales Cloud, Salesforce, Standard for SMBs and the Oracle
Microsoft Dynamics CRM, and SAP. Eloqua Expert program that offers
REST API available to integrate access to a dedicated company
with other enterprise systems. consultant.
• The Oracle Eloqua AppCloud provides
access to 500-plus partners featuring
over 700 integrations including Cvent,

Vendor Profiles
Target customer
• SMBs to enterprise-level organizations across all verticals and geographies.
Key customers
Salesforce Pardot
One Market Street, Suite 300 Precor
San Francisco, CA 94105 RxBar
(T) (800) NO-SOFTWARE Stanley Black & Decker
www.pardot.com Surfair
Valpak
Xirrus WiFi
Key executives
Marc Benioff, Chairman and CEO
Parker Harris, Co-Founder and CTO
Alexandre Dayon, President and Chief Product Officer
Mike Kostow, SVP and GM, Pardot
Company overview
• Pardot launched in 2007.
Acquired by Salesforce in July 2013 as part of Salesforce’s $2.5 billion acquisition
of ExactTarget.
Positioned within the Salesforce Sales Cloud (also includes SalesforceIQ and
Data.com, among other products).
• Salesforce offers numerous cloud-based product suites, including: Marketing Cloud,
Service Cloud, Community Cloud, App Cloud, IoT Cloud, Commerce Cloud, and
Wave Analytics.
• Salesforce has more than 24,000 employees globally. It does not disclose employee
or customer count by product line.
• Salesforce has offices in more than 24 countries.
Product overview
• Pardot offers a suite of data-driven automation tools that deliver a personalized,
cohesive customer experience.
• Pardot Engagement Studio allows marketers to combine all of their marketing tools
into one central canvas, to build, visualize, test, and improve campaign effectiveness.
35 pre-designed templates available, including responsive templates optimized
for mobile.
WYSIWYG editors, templates, and wizards to create campaigns without code.
Visual email editor features dynamic template customization.
Program locking prevents multiple users from editing the same engagement
program at the same time.
Versioning in Engagement Studio allows users to edit their existing programs to
accommodate changes to specific steps within the program flow.
• Uses both lead scoring based on prospect actions and lead grading based on
demographic fit.
• Automated rules builder and nurturing campaign engine provide automatic
marketing actions based on rules.
Mix-and-match criteria such as site search queries, software demos, and video

Vendor Profiles
Product Details
viewing can be set to trigger automation and CRM platforms.
lead scoring, notifications, and • Integrates with WebEx, GoToWebinar,
routing prospects to content that and ReadyTalk; connector available for
corresponds to their interests. EventBrite.
• Supports ABM goals to help businesses • Native integration with Google
Salesforce Pardot get started with strategically targeting, AdWords and Google Analytics.
One Market Street, Suite 300 engaging, and nurturing key accounts. • Integrates with Wistia and Vidyard,
San Francisco, CA 94105 WordPress blog apps, SurveyMonkey,
(T) (800) NO-SOFTWARE Social media strategy SnapApp, Microsoft Outlook, and
www.pardot.com GoodData.
• Customers can create social posts • Connectors available for sales
and publish to LinkedIn, Twitter, and automation tools such as Data.com,
Facebook from within Pardot. Twilio (telephony), and Olark (live chat).
• Schedule and post to multiple • Open REST API for custom integrations.
platforms in one step, track prospect
interaction with social campaigns, and Pricing and support
unlock insights with social profiling.
• Three pricing levels.
Reporting and analytics Standard: $1,000/month for up to
10,000 contacts.
• Provides native activity reports for email, Pro: $2,000/month for up to 10,000
social media engagement, webinar/live contacts; includes advanced
event attendance, paid search, video features such as A/B testing,
performance (if integrated), live chat (if AdWords integration, API access,
integrated), and natural search. and social profiles.
• Email reporting includes information on Ultimate: $3,000/month for up
delivery rate, opens, clicks, bounces, to 10,000 contacts; includes all
forwards, and spam complaints. Standard and Pro features as
• Closed-loop reporting with CRM allows well as customer user roles and
marketers to filter reports within the object integrations, a dedicated IP
CRM and create custom reports for address, and API access for up to
trend analysis, cohort reporting, and 100,000 calls/day.
marketing ROI forecasting. • Implementation carries a one-time
• Add-on Wave for B2B Marketing fee that varies based on client
consolidates Pardot data and plugs into requirements.
the Salesforce Sales Cloud and third- • Additional fees of $100/month for each
party data sources (such as Google additional 10,000 contacts.
Analytics) so users can instantly view • Annual contract required.
and report on metrics. • All packages include a client advocate,
support desk, live training webinars,
Third-party software integration email, and online forums.
• Salesforce Engage priced at $50/user
• Native integration with Salesforce per month.
and SalesforceIQ. Contact data is • Wave for B2B Marketing priced at
bi-directionally synchronized and de- $300/app per month (includes 10,000
duplicated. contacts and up to 5 users) plus $75 for
• Salesforce Engage, a Pardot add-on, every 10,000 contacts/month (requires
enables sales teams to connect with Pardot Pro or Ultimate with Salesforce
prospects by integrating marketing Enterprise Edition or above).

Vendor Profiles
Target Customer
• B2B SMBs and mid-market companies in the technology, professional services,
healthcare, and media industries with up to $500 million in revenue.
Salesfusion
3565 Piedmont Road Northeast Key customers
Atlanta, GA 30305
(T) 855-238-6522 Cataract Steel
www.Salesfusion.com Cleveland Cavaliers
Coverall
LexJet
Strongwell
Key executives
Carol O’Kelley, CEO
Malinda Wilkinson, CMO
Gavin Harris, Vice President, Sales
Greg Vilines, Vice President, Product Management
Company overview
• Raised $13.5 million in a two-part Series B round that concluded in November 2015,
led by Noro-Moseley Partners.
• Acquired LoopFuse in late January 2014.
• Supports 400-plus customers in 21 countries.
Product overview
• Integrates data from multiple channels, including paid search, SEO, email, events,
and direct mail. The platform includes the following capabilities:
Email marketing: Enables bulk, drip, triggered, and nurturing campaigns through
more than 750 html templates and a step-based user interface for campaign
development.
Landing page and form builders: A wizard-based tool for developing landing
pages, event registrations, surveys, online forms, and other lead-capture vehicles.
Form fields are pre-mapped into CRM systems, with leads routed and assigned
upon form completion.
Lead capture, scoring, and nurturing: Allows users to build multiple scoring
models to grade and route leads, and automatically connects to the CRM system
to set rules for routing leads back to marketing when scores change.
Score based on web activity, emails, campaigns, forms, social behavior, and
demographics.
Segment prospects based on interests, buyers’ personas, and behaviors.
Event manager: Enables online and offline event creation, management, and
tracking.
Integrates with Cisco WebEx and Citrix GoToMeeting.
• Account-based marketing: account scoring and reports.

Vendor Profiles
Product Details
Social media strategy packs for each CRM system to integrate
pre-built administrative tools, tables,
• Partners with B2B social media email campaigns, and web, email,
management tools provider Oktopost and forms data, into lead and account
Salesfusion to provide customers with the following records.
3565 Piedmont Road Northeast integrated social media capabilities: • Google Analytics integrated with
Atlanta, GA 30305 Access and view prospect and Salesfusion data; AdWords integration
(T) 855-238-6522 customer social interactions in through API enables Google paid
www.Salesfusion.com Salesfusion or the user’s CRM. search campaign tracking by keyword
Score, segment, and build lists and ad group.
based on social behavior.
Distribute content from the Pricing and support
Salesfusion Asset Library or landing
pages via social posts. • Platform and SaaS pricing available.
Schedule and publish posts using SaaS: Entry level packages include
multiple profiles across the social custom email, landing page
web. template, nurture, and email
Track conversions and attribute campaign creation.
opportunities to social campaigns. Apprentice: 10 hours/month
starting at $1,750.
Reporting and analytics Journeyman: 15 hours/month
starting at $2,500.
• Pre-built reports available, as well as Mastermind: 25 hours/month
custom report builder and dashboards starting at $4,000.
for multivariate reporting on any data Platform Only: Pricing starts at
set including contact data, activity data, $500/month for 1,000 contacts and
campaign data, and/or CRM data. unlimited users.
• Website tracking includes keywords, No tiered functionality
page views, and visitor flow. pricing, all features and
• SEO audits monitor page load speed, functions are included.
URL performance, title, heading and • Onboarding includes technical set-up
description tags, page links, etc. and CRM integration, as well as one-
on-one live training sessions.
Third-party software integration • Ongoing support includes a dedicated
Client Success team, 24/7 online (email
• Native, bi-directional integration with and knowledgebase) support, and 15/5
Salesforce, Microsoft Dynamics, Infor live chat and phone support.
CRM, NetSuite, SugarCRM, Sage CRM,
and Bullhorn.
• Included Marketing2CRM solution

Vendor Profiles
Target customer
• SMB B2B/B2C companies and marketing agencies. Top verticals include technology,
professional/financial services, e-commerce, manufacturing, healthcare, education,
SharpSpring and travel/hospitality.
550 SW 2nd Avenue
Gainesville, FL 32601 Key customers
(T) 888-428-9605
www.sharpspring.com AgencySquared
Core Integrated Marketing
International Board of Credentialing and Continuing Education Standards
MFG.com
mXtr Automation
WSI World
Key executives
Rick Carlson, CEO
Travis Whitton, CTO
Andrew Dod, CMO
Ed Lawton, CFO
Company overview
• Founded 2012.
• Publicly held (NASDAQ: SHSP).
• 1,100-plus agencies and 5,000-plus businesses in 56 countries.
• 150-plus employees.
• Additional offices in Boston and Kiev, Ukraine.
Product overview
• Drag-and-drop, WYSIWYG editors for emails, forms, blogs, landing pages, and
landing page funnels allow customers to incorporate dynamic content.
• Buyer personas, dynamic lists/advanced segmentation, workflows, and a flexible rules
engine.
• VisitorID uses reverse-IP lookup to identify anonymous site visitors and provides
contact information, including names, emails, and phone numbers.
• A built-in CRM, native integration with Salesforce, open API, and Zapier/PieSync
integrations with other CRMs.
• Customized lead scoring (based on lead attributes and actions), daily VisitorID
reports, and sales notifications to prioritize hot leads.
• Reporting/analytics provide end-to-end ROI on campaigns and granular performance
of emails, (including A/B testing), forms, workflows, and overall marketing/sales
activities.
• Shopping cart integration captures web transactions and attributes them to
campaigns; shopping cart abandonment captures prospects who didn’t complete
their transactions.
• Agency-focused features include a customizable interface, domain, login, and
notifications; single sign-on; sharable templates; and other client-management tools.

Vendor Profiles
Product Details
Social media strategy Pricing and support
• Share blog posts across social networks • Month-to month pricing; no annual
with social-sharing widgets and contract required.
SharpSpring automated RSS email syndication tools. $400/month for 1,500 contacts.
550 SW 2nd Avenue • Social CRM integration provides photos $600/month for 10,000 contacts.
Gainesville, FL 32601 and links to Facebook, LinkedIn, and $800/month for 20,000 contacts.
(T) 888-428-9605 Twitter accounts in a lead’s profile. Custom agency and enterprise
www.sharpspring.com • Social Assistant allows customers to pricing available.
add new leads and opportunities on- • All plans include:
the-fly, while browsing networks like Full set of marketing and sales
Google+, Facebook, LinkedIn, and automation features.
Twitter. Unlimited, free customer support
and training by phone and email.
Reporting and analytics Unlimited users.
Customer Success Manager.
• Provides end-to-end campaign ROI Contextual, in-app support, and
(costs and revenue). 100-plus training videos.
• Tracks email success with clicks, opens, • 60-day onboarding: $1,800 for initial
bounces, and deliveries, plus A/B setup, training, and consultation with a
testing. dedicated onboarder.
• Life-of-the-lead history tracks • Certification program: Earn Silver, Gold
interactions for every contact, including or Platinum Certification based on
site visits, email sends/opens/clicks, SharpSpring expertise.
calls, opportunities, sales, and more. • Professional services: Import and sync
• Custom marketing dashboards/reports services, HTML and CSS Services,
on campaigns, forms, emails, and automation services, development
website activity. services, and data restoration.
• Supports multiple sales pipelines and
customizable sales stage/conversion
reporting and pipeline management
tools.
• Google AdWords integration
provides impressions, clicks, costs,
and conversions by campaign and
keywords.

• Native integration with Salesforce.
• Universal CMS compatibility.
• Third-party/native form mapping.
• Native integrations with Google
AdWords, WebEx, GoToWebinar,
ShutterStock, and more.
• Open API and integrations with Zapier
and PieSync to sync with hundreds
other applications, like Google
Contacts, PayPal or SurveyMonkey.

Resources
Blogs
“Chief Marketing Technologist,” by Scott Brinker. http://Chiefmartec.com
“Customer Experience Matrix,” by David M. Raab. http://customerexperiencematrix.blogspot.com
Websites
Digitalmarketingdepot.com
Marketingland.com
MarTech Today
Searchengineland.com
Articles
“5 Disruptions to Marketing,” by Scott Brinker, Co-founder and CTO, ion interactive.
http://chiefmartec.com/2016/12/5-marketing-disruptions-digital-transformation/
“7 Things That Illustrate What Marketers Think About the Future of Technology,” by Chandar Pattabhiram, Head of
Marketing, Marketo.
http://blog.marketo.com/2017/01/7-findings-that-illustrate-what-marketers-think-about-the-future-of-technology.html
White papers and research reports

State of Marketing Technology 2017, published by chiefmartec.com and Walker Sands Communications.
http://www.walkersands.com/State-of-Martech
The Clear & Complete Guide to Account Based Marketing, published by Engagio. www.engagio.com
Marketing Automation Trends: Survey Summary Report, published by Ascend2.

http://ascend2.com/home/wp-content/uploads/Marketing-Automation-Trends-Survey-Summary-Report-160210.pdf
Marketing Automation Trends for Success, published by Three Deep in partnership with Ascend2.
http://ascend2.com/home/wp-content/uploads/Three-Deep-Marketing-Automation-Trends-for-Success-Final.pdf

B2B Marketing Automation Platforms:: A Marketer's Guide

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B2B Marketing Automation Platforms:: A Marketer's Guide

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M A R T E C H I N T E L L I G E N C E R E P O R T:

A MarTech Today Research Report

B2B Marketing Automation

© 2017 Third Door Media, Inc. • http://thirddoormedia.com 1 Email: martechtoday@digitalmarketingdepot.com

Scope and methodology

© 2017 Third Door Media, Inc. • htp://thirddoormedia.com 2 Email: martechtoday@digitalmarketingdepot.com

We’ve Got Solutions for Every

Lead Email Consumer Customer Base Mobile

B2B marketing automation overview B2B marketing

50% Increase slightly

0% 10% 20% 30% 40% 50% 60%

© 2017 Third Door Media, Inc. • http://thirddoormedia.com 3 Email: martechtoday@digitalmarketingdepot.com

Lack of relevant content 31%

Marketing-sales alignment 30%

Budget constraints 27%

0% 10% 20% 30% 40% 50% 60%

Source: Marketing Automation Trends, published by Ascend2

Private equity firms acquire enterprise marketing automation vendors

© 2017 Third Door Media, Inc. • http://thirddoormedia.com 4 Email: martechtoday@digitalmarketingdepot.com

Table 3: Selected B2B marketing automation financial transactions, 2015-2016

Date Vendor Transaction Notes

Autopilot Series B $2M Series B funding round

November Salesfusion Series B $13.5M funding round led by Noro-Moseley Partners

July 2015 Autopilot Series B $7M round led by Salesforce Ventures

Source: Third Door Media

B2B marketing automation platform

• Email marketing and landing page development;

• Dynamic content generation (email, landing pages, and/or website);

© 2017 Third Door Media, Inc. • http://thirddoormedia.com 5 Email: martechtoday@digitalmarketingdepot.com

Salesfusion is Software WITH a Service to ensure your

• Mobile marketing (i.e., optimization, in-app push notifications); Progressive profiling

© 2017 Third Door Media, Inc. • http://thirddoormedia.com 6 Email: martechtoday@digitalmarketingdepot.com

Native CRM integration More B2B marketers

Account-based marketing (ABM)

Social/lead profile integration

Third-party software integration

© 2017 Third Door Media, Inc. • http://thirddoormedia.com 7 Email: martechtoday@digitalmarketingdepot.com

Table 4: Selected B2B marketing automation capabilities

Social Third-party software

Act-On Email/landing 4 IN, MD, NS, 4 4 4 4 4 4 4 4

Adobe Campaign2 Email /landing 4 MD, OCRM, 4 4 4 4 4 4 4 4

eTrigue Email 4 MD, SF, SU 4 4 4 4 8 4 4 8

HubSpot Email /landing 4 HubSpot 4 4 4 4 4 4 4 4

IBM Watson Email /landing 4 MD, MG, 4 4 4 8 4 4 4 4

Infusionsoft Email/Landing pages 4 NA 8 8 8 4 8 4 4 4

Kahuna Email /landing 4 8 4 4 8 8 4 4 4 8

MAPP Digital Email /landing 4 4 4 4 4 8 8 4 4 8

Marketo Email /landing 4 MD, SAP, SF 4 4 4 4 4 4 4 4

Oracle Eloqua Email /landing 4 MD, SAP, SF 4 4 8 4 4 4 4 4

Salesforce Pardot Email /landing 4 SF 4 4 4 4 4 4 4 4

Salesfusion Email 4 BH, MD, 4 4 4 4 4 4 4 8

SharpSpring Email /landing 4 CRM, SF 4 4 4 8 4 4 4 4

Source: Third Door Media

© 2017 Third Door Media, Inc. • http://thirddoormedia.com 8 Email: martechtoday@digitalmarketingdepot.com

Choosing a B2B marketing automation The proliferation

• Increased marketing efficiency. Automating time-consuming, manual tasks around content

• A multichannel view of prospect behavior. Today’s marketing automation platforms are

B2B marketing automation platform pricing

© 2017 Third Door Media, Inc. • http://thirddoormedia.com 9 Email: martechtoday@digitalmarketingdepot.com

Recommended steps to making an informed purchase Understanding your

3. What kind of marketing automation platform do we need? Marketing automation

© 2017 Third Door Media, Inc. • http://thirddoormedia.com 10 Email: martechtoday@digitalmarketingdepot.com

Step Two: Identify and contact appropriate vendors