Earlier this year in August, IBM bought Unica for $480M. Unica is not necessary a pure marketing automation play, but it take a significant market share in the marketing management space. In a market review by Forrester in September 2009, Unica was repoprted to have $120M in revenue for 2008.
eTacts is a small email contact manger that could help Salesforce building a better marketing product. Everybody on the street agrees that Salesforce is weak on teh marketing side. They always wanted to stay out of that market, relying on 3rd party vendors. But now that the industry is growing quickly, it would not be surprising that they think about entering this market with a better product.
Aprimo was among the leader in larger marketing automation software. In the same Forrester market review Aprimo had $55M in revenue coming form 180 clients, of which 70% were above $1B in revenue. Aprimo was clearly for the large enterprise. SO either they grew significantly over the last 2 years to justify a higher price than Unica, or the whole market is boiling…
Now if IBM and Teradata are moving in that direction, and I suspect them to do so because marketing automation is a huge data driven initiative, I wouldn’t be surprised to see other players make a move as well. Among potential targets, there is Eloqua, Marketo or Silverpop that are possibly ahead of the curve.
Marketo is the fastest growing marketing automation platform. They are racking up client very rapidly, for a total of more than 800 now. They announced multiple funding rounds (up to E series) over the past 2 years for over $50M, which means that investors will look a an exit at a high price, and possibly not to hurry to go out. And Marketo need time to growth is Enterprise customer base.
Eloqua is the “oldest” player. They have been around since the late 90s. They tried to to go public but were never able to due to market condition. They announced about $40M in 3 rounds. Investors are probably looking for an exit due to the time it has been since first investments. But they are loosing ground to newer player like Marketo and that could hurt their valuation.
Silverpop is reported to have over $50M in revenue in 2008, which was among the biggest at the time. That could give them a high tag price if compare to Unica and Aprimo acquisition.
I believe that this will set the tone for 2011 in the marketing automation space.
I’m currently trying to crack down Reporting on my campaigns using Salesforce and Marketo.
The goal is (seems to be!) quite simple: I need to know, on a monthly basis:
A) How many Sales-Ready Leads each of my campaigns are generating.
B) How much revenue each of my campaigns are generating.
(See below for the description of a typical scenario.)
Challenge 1: Multiple “level” of leads
We have different “level” of leads, so no I cannot simply use the number of lead member a campaign have. We have “Prospect” & “Sales-Ready Leads”. Sales-Ready Leads are the one that have been qualified by our Triage team and assigned to sales rep. We differentiate the 2 level using the Lead Status in Salesforce. So my need is to report only the Sales-Ready Leads
Challenge 2: Campaign attribution
Most of our leads are touched by multiple campaigns and I don’t believe that I should only attribute the last or the first campaign.
With the current way Members to Campaigns relationship works in Salesforce, when I report on multiple campaigns, I get a higher total number of leads & revenue than the reality. For example,
- Lead is member of Campaign A & Campaign B.
- Lead is converted with an opportunity
- The opportunity close at 100$
The Campaign reports will show me:
- Campaign A generate 1 lead and 100$
- Campaign B generated 1 lead and 100$
So if I report to the board that each campaign generated 100$ and the total revenue of the company is actually 100$, my CEO will fire me on the spot!
Maybe the solution is outside Salesforce?
We also have a deep integration with Marketo, our Marketing automation platform. So if I can find a way to get that kind of reporting in Marketo instead of Salesforce, I would be as satisfied!
I don’t mind having to do some manual work to get the numbers, but I certainly do not want to start building complex Spreadsheets and CSV files manipulation to report on my campaigns.
Description of a typical scenario:
We sponsor a Webinar: 1,000 people registered, 50 request a demo and qualify right after the event. In the following 2 weeks another 50 leads become qualified Sales-Ready Leads by visiting our website and completing a demo request form. 2 Leads purchase a widget for $10,000. The following month, thanks to nurturing program, an additional 50 prospects become Sales-Ready Leads and 5 more leads purchased a widget for $10,000.
What I would like to know at the end of the month is:
After Month 1: Campaign Webinar generated 100 leads & $20,000.
After Month 2: Campaign Webinar generated 150 leads & $70,000.
Lors du dernier Usergroup de Slaesforce.com à Montréal, j’ai fait une présentation exposant comment il est possible d’aligne rles ventes et le marketing en implantant un processus simple de gestion des leads. Bien sur, le processus en question est configurer à l’aide du CRM Salesforce.com.
Voici donc la présentation:
Here is a typical scenario:
Marketing is sending email campaigns and some emails are bouncing back. Marketing would like to give visibility to sales on which of their leads bounced.
Why should sales care about invalid email addresses?
Most of the time, email addresses are bouncing because the person left the company. So knowing that suddenly one of your lead has left the company is a good opportunity to reengage with this account. Sales could call to find out who replace the person that left and and create a new lead.
On the other hand, for you clients, if suddenly your internal champion leaves the company, you want to make sure you reach out to the account to help them continue to use your product. The last thing you want is to loose an account because someone left the company and you were not aware…
Now you can do it easily using Marketo and Salesforce.com!
Watch this 4 minutes tutorial video to learn how to setup properly both Marketo and Salesforce.com.
*** For a larger view, click the small screen icon at the bottom right corner of the player ***
Learn how to cleanse and harmonize data across Marketo and Salesforce.com. Here are the notes I took from what Diana Lustenader, Marketing Specialist at Kapow technologies presented at the Marketo User Summit 2009.
- Lack of admin
- Multiple entry point
- Business process change
- User turnover
- Leads giving fall info
- Improper use
- List purchase
Effect of Dirty Data
- False or incomplete record
- Missed opportunities
- Missing business data
- Lower user adoption
- Misleading or incomplete reports
- Inconsistent formatting
- Prevent new duplicates
- Identify and merge existing dupes
- Capture more lead data
- Standard template for lead forms
- Increase visibility for sales and marketing
- Start to finish reporting
- Existing false or incomplete records
- Improper use (missed business data)
- Turnover (missed opportunities)
On the same topic, the next Montreal Salesforce Usergroup on October 7th, 2009 will be covering the Data Quality Challenge.
Here is a quick hack that can allow you to generate Google Analytics Tagged URL straight from a Campaign in Salesforce.com (SFDC) instead of going back and forth from SFDC and Google Analytics URL builder. More over, it allows you to standardize your tags.
Follow those 2 easy steps:
- Create a custom picklist field for each of the fields* you normally use to tag your URLs with Google URL builder.
- Create a custom formula fields that will actually build the tagged URL for you. Use the following generic formula by replacing each ___ with the SFDC field name:
And Voilà! You now have a Tagged URL ready to be added at the end of your destination URL.
*Tag URLs allow you to use the following 5 fields (bold fields are mandatory):
- Campaign Source (utm_source)
- Campaign Medium (utm_medium)
- Campaign Term (utm_term)
- Campaign Content (utm_content)
- Campaign Name (utm_campaign)
Here is an example of how I did it for a customer:
I only used the 3 mandatory fields for Google URL tagging: Campaign Source, Campaign Medium and Campaign Name (See below screenshot).
- I used the SFDC Campaign ID as the Campaign Name (but you could also use the Campaign Name)
- I used the standard field “Type” for the Campaign Medium
- I created a custom picklist field called “Source” for the Campaign Source”Source” in which I have listed all my differents ads sources.
- I used the following formula*:
“?utm_source=”+TEXT(Source__c) +”&utm_medium=”+TEXT(Type)+”&utm_campaign=”+ Id
* Don’t forget if you use a picklist fields to add the function “TEXT” in order to get the actual picklist value.