David Raab

Marketo’s Enterprise Edition and Revenue Cycle Management: Looking Under the Hood

Summary: Marketo continues to follow its own path. Enterprise Edition adds the complex security needed by large organizations but sticks to simple campaign flows. Revenue Cycle Management blazes an important new trail for others to follow. I finally caught up with Marketo for...

Manticore Technology Sees Expertise as Key to Success as a Demand Generation Vendor

Summary: Manticore Technology released some modest enhancements to its demand generation platform today. The company takes a conservative approach to marketing automation, stressing the importance of process over flashy software. I’m not sure this will be enough to thrive as the market...

Marketing Automation Vendor Consolidation: Lessons from History

Summary: consolidation isn't new among marketing software vendors. When campaign management systems consolidated in the late 1990's and early 2000's, most were bought by enterprise software companies. The pattern will likely repeat itself. As I wrote in my June 30 post on consolidation...

HiveFire Curata Cuts the Work in Content Aggregation

Summary: HiveFire Curata makes it easy to assemble and republish content on specialized topics, attracting visitors to your company’s Web site. Here’s an irony for you: the world is awash with content, but marketers struggle to find enough of it. It’s like a sailor...

LoopFuse Offers Free Marketing Automation System: Another Step Towards Industry Consolidation

Summary: LoopFuse has launched a free entry-level version of its marketing automation system. It's one example of how vendors are now competing to attract new users. Only the winners will survive industry consolidation, which may be here sooner than you think. LoopFuse...

Privacy: Does Anybody Care?

To paraphrase HL Mencken, no one ever went broke underestimating the American public's commitment to privacy. "Quit Facebook Day" reportedly generated 31,000 account closings, compared with the roughly 500,000 new accounts that Facebook adds each day. This lack of interest in privacy is a...

Using a Purchase Funnel to Measure Marketing Effectiveness: Better than Last-Click Attribution But Far...

Summary: Many vendors are now proposing to move beyond "last click" attribution to measure the impact of advertising on movement of customers through a sequence of buying stages. This is a definite improvement but not a complete solution. Marketers have long struggled to measure...

Customer Worthy (The Book) Offers Methodology for Customer Experience Management

My friend and former business partner Michael Hoffman of ClientXClient recently sent a copy of his new book Customer Worthy, which explores use of his customer experience management tool, the CxC Matrix. I’ve long been a big fan of the Matrix*, which...

Oracle Buys Market2Lead

Oracle tersely announced today that it had purchased the intellectual assets of demand generation vendor Market2Lead. This is an excellent fit for Oracle in that Market2Lead is a sophisticated product that is best suited to large, demanding marketing operations. Those are presumably...

Omniture Study Suggests Marketers Doubt Value of Analytics Investment

Not to beat a dead horse, but Wednesday’s eMarketer reported on yet another survey that touched on the question of why marketers don’t measure. Although the Omniture 2010 Online Analytics Survey is obviously limited to Web analytics, the answers probably apply to...

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