A
Anonymous
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Publicamos informe de marketingland.com de marzo de 2016 en el que analiza las principales plataformas de marketing automation para empresas B2B así como las principales cuestiones a tener en cuenta a la hora de seleccionar software de este tipo.
El informe tiene la siguiente distribución:
Scope and methodology........................................................................................................2
B2B marketing automation market overview .......................................................................3
Table 1: B2B Marketing automation systems revenue (in US$ millions)............................3
Table 2: How is the budget for marketing technology changing at your company?........3
Table 3: How would you describe the availability and utilization of marketing technology at
your company? ........................................................................................................................... 4
Consolidating vendor market attracts flood of venture capital...........................................4
Table 4: Selected B2B marketing automation financial transactions,Zoiper Click2Dial 2014-2015 .............5
B2B marketing automation market trends............................................................................6
Trend #1: Marketing automation vendors enhance data-driven ad
capabilities via DMP acquisitions ........................................................................................6
Trend #2: Predictive analytics become the springboard to more personalized B2B
marketing approaches.........................................................................................................6
Trend #3: Expansive marketing automation ecosystem leads to integration,
strategy challenges..............................................................................................................7
Table 5: What would enable you to make better use of data technology in support of
marketing and advertising?...............................................................................................8
B2B marketing automation platform capabilities .................................................................8
Table 6: Selected B2B marketing automation platform capabilities...............................12
Choosing a B2B marketing automation platform ...............................................................13
The benefits of using B2B marketing automation...............................................................13
Recommended steps to making an informed purchase .....................................................13
Step One: Do you need a marketing automation platform?.............................................14
Step Two: Identify and contact appropriate vendors ........................................................15
Step Three: Scheduling the demo.....................................................................................16
Step Four: Check references, negotiate a contract...........................................................16
Conclusion.............................................................................................................................17
Vendor profiles .....................................................................................................................18
Act-On Software................................................................................................................18
Adobe Campaign..............................................................................................................21
Autopilot............................................................................................................................23
eTrigue...............................................................................................................................25
HubSpot ............................................................................................................................27
IBM Marketing Cloud (formerly Silverpop)........................................................................30
Infusionsoft........................................................................................................................32
Kahuna...............................................................................................................................35
Marketo .............................................................................................................................37
Oracle Eloqua....................................................................................................................39
Salesforce Pardot...............................................................................................................42
Salesfusion.........................................................................................................................45
Teradata Integrated Marketing Cloud...............................................................................47
Resources..............................................................................................................................49
Más información en http://www.erp-spain.com
El informe tiene la siguiente distribución:
Scope and methodology........................................................................................................2
B2B marketing automation market overview .......................................................................3
Table 1: B2B Marketing automation systems revenue (in US$ millions)............................3
Table 2: How is the budget for marketing technology changing at your company?........3
Table 3: How would you describe the availability and utilization of marketing technology at
your company? ........................................................................................................................... 4
Consolidating vendor market attracts flood of venture capital...........................................4
Table 4: Selected B2B marketing automation financial transactions,Zoiper Click2Dial 2014-2015 .............5
B2B marketing automation market trends............................................................................6
Trend #1: Marketing automation vendors enhance data-driven ad
capabilities via DMP acquisitions ........................................................................................6
Trend #2: Predictive analytics become the springboard to more personalized B2B
marketing approaches.........................................................................................................6
Trend #3: Expansive marketing automation ecosystem leads to integration,
strategy challenges..............................................................................................................7
Table 5: What would enable you to make better use of data technology in support of
marketing and advertising?...............................................................................................8
B2B marketing automation platform capabilities .................................................................8
Table 6: Selected B2B marketing automation platform capabilities...............................12
Choosing a B2B marketing automation platform ...............................................................13
The benefits of using B2B marketing automation...............................................................13
Recommended steps to making an informed purchase .....................................................13
Step One: Do you need a marketing automation platform?.............................................14
Step Two: Identify and contact appropriate vendors ........................................................15
Step Three: Scheduling the demo.....................................................................................16
Step Four: Check references, negotiate a contract...........................................................16
Conclusion.............................................................................................................................17
Vendor profiles .....................................................................................................................18
Act-On Software................................................................................................................18
Adobe Campaign..............................................................................................................21
Autopilot............................................................................................................................23
eTrigue...............................................................................................................................25
HubSpot ............................................................................................................................27
IBM Marketing Cloud (formerly Silverpop)........................................................................30
Infusionsoft........................................................................................................................32
Kahuna...............................................................................................................................35
Marketo .............................................................................................................................37
Oracle Eloqua....................................................................................................................39
Salesforce Pardot...............................................................................................................42
Salesfusion.........................................................................................................................45
Teradata Integrated Marketing Cloud...............................................................................47
Resources..............................................................................................................................49
Más información en http://www.erp-spain.com