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1、MARTECH INTELLIGENCE REPORTMARKETINGAUTOMATIONPLATFORMS:A MARKETERS GUIDEGet the reportIn the 9th State of Marketing Report,discover marketings emerging trends from AI use cases to shifting data strategies,increased personalization,and beyond.See how theyre making progress.AI is marketers and challe

2、nge.#1 priority 2024 Third Door Media,Inc.2 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers GuideScope and methodology.3AI-powered marketing automation overview.4Figure 1:Marketing automation is on the rise,globally.4The replacement wave.5Figure 2:Martech rep

3、lacements,2020 to 2023.5The personalization imperative.6Figure 3:Buyers expectations are high.6Figure 4:How marketers are investing in the customer experience.6Marketing automation platforms for ABM.7The artificial intelligence and machine learning boom.7Big mergers are done;integration continues.8A

4、I-powered MAP capabilities overview.9Capabilities.9Dynamic content creation and delivery.9Lead management.10Predictive analytics.10Mobile marketing .11Account-based marketing.11Social/lead profile integration.11Native CRM integration.11 Third-party software connectivity.11Table 1:Select marketing au

5、tomation platform features .12AI and machine learning.13Choosing an AI-powered marketing automation platform.13The benefits of marketing automation .13MAP pricing .14Recommended steps to making an informed purchase.14Step one:Do you need a marketing automation platform?.14Step two:Identify and conta

6、ct appropriate vendors .16Step three:Scheduling the demo .16Step four:Check references,negotiate a contract .17Conclusion.18Vendor profiles.19Acoustic.19Acquia.21ActiveCampaign.23Act-On.25Adobe Marketo Engage.28Bloomreach.31Constant Contact.33Marigold.35Oracle Marketing.37Salesforce Marketing Cloud

7、Account Engagement.40SugarCRM.43Table of contents 2024 Third Door Media,Inc.3 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers GuideScope and methodologyThis report examines the current market for AI-powered marketing automation platforms(MAPs),and the conside

8、rations involved in implementing marketing automation software.It addresses the following questions:What factors are driving the use of AI-powered MAPs?What core capabilities do MAPs provide,and how are artificial intelligence and machine learning enhancing the traditional features of MAPs?Does my c

9、ompany need an AI-powered marketing automation platform?Who are the leading players in AI-powered marketing automation?How do I evaluate which platform is best for my business?If you are considering licensing an AI-powered MAP,this report will help you decide whether it would be a beneficial investm

10、ent.The report has been completely updated to include the latest industry statistics,developing market trends and new vendor profiles and product updates.(Going forward,well use the acronym MAP to refer to these AI-powered tools,given that the majority of marketing automation platforms on the market

11、 now feature AI and machine learning capabilities.)The vendors profiled in this report represent only some of the providers of these technologies;this is not a comprehensive list.This report is not a recommendation of any platform or company and is not meant to be an endorsement of any product,servi

12、ce or vendor.This report was prepared by conducting in-depth interviews with leading vendors and industry experts in the fourth quarter of 2023.These,in addition to third-party research,form the basis for this report.Editorial Adviser:Kim Davis,Editor at Large,MarTech,Third Door MediaWriter,Editor a

13、nd Analyst:Pamela Parker,Research Director,Third Door MediaFor the purposes of this report,a MAP is defined as follows:Software to execute,manage and automate repetitive marketing tasks and processes with the assistance of AI and machine learning to engage customers and prospects more effectively th

14、rough multiple channels(i.e.,email,mobile,social media and websites).Marketing automation focuses on the definition,scheduling,targeting and tracking of marketing campaigns,allowing marketing and sales organizations to nurture leads with highly personalized content aimed at attracting and retaining

15、customers.2024 Third Door Media,Inc.4 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers GuideThough MAPs arent the newest tools in marketers tech stacks,they are central to the business strategies of both B2B and B2C companies,especially those in the ecommerce

16、space.AI-powered marketing automation overviewAI-powered MAPs help businesses identify potential customers and automate the process of capturing leads and nurturing them to sales readiness using channels like email,social media,webpages and display ads.MAPs bring customers and prospects to customize

17、d landing pages and through other experiences designed to move them down the purchase funnel.These platforms integrate tightly with CRMs and CDPs,continuously collecting more data about leads to fuel insights and further personalization,with artificial intelligence and machine learning driving aspec

18、ts like segmentation,content creation and campaign optimization.Though MAPs arent the newest tools in marketers tech stacks,they are central to the business strategies of both B2B and B2C companies,especially those in the ecommerce space.MAPs help businesses automate and streamline their marketing e

19、fforts by providing a wide range of features and functionalities,such as automating repetitive tasks and workflows.For example,instead of manually sending out individual emails to each lead,a MAP can automatically send personalized emails based on predefined triggers and rules,as well as on insights

20、 generated through AI analysis.This not only saves time but also ensures that the right message is delivered to the right person at the right time based on the most current data available about that particular customer or prospect.The global marketing automation software market is expected to grow f

21、rom$5.75 billion in 2023 to$13.48 billion by 2028,representing a compound annual growth rate of 18.58%,according to ResearchandMarkets.(See Figure 1)Figure 1:Marketing automation spend is on the rise,globallySpending on software for marketing automation$15B$10B20232028$5B$0$5.75B$13.48BSource:Resear

22、chandMarkets 2024 Third Door Media,Inc.5 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers GuideThe replacement waveSome of this growth will come from marketers replacing the technology theyve been using for marketing automation.For the third year in a row,mark

23、eting automation was the most frequently replaced martech application,with nearly a quarter of respondents to MarTechs annual replacement survey reporting having replaced MAPs.(See Figure 2.)The personalization imperativeOne reason AI-powered marketing automation platforms are in demand is that pers

24、onalization is an increasingly important part of marketing.A recent survey shows 73%of respondents both consumers and business buyers expect companies to“understand my unique needs and expectations,”while 62%expect companies to anticipate their needs,and 56%expect offers to always be personalized,ac

25、cording to the Salesforce State of the Connected Customer report,5th edition.(See Figure 3)2020202120222023Marketing automationCMSEmail distributionAnalytics/business intelligenceCRM40%24%24%23%24%21%16%37%36%17%15%11%41%17%13%11%34%22%17%23%n 2023=294Q:What application(s)did you replace?Figure 2:To

26、p five martech replacementsSource:MarTech Replacement Survey 2023,conducted by Third Door Media 2024 Third Door Media,Inc.6 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers GuideOne reason AI-powered marketing automation platforms are in demand is that persona

27、lization is an increasingly important part of marketing.As a consequence,marketers are using the tools at their disposal,including marketing automation platforms,to deliver real-time,personalized,omnichannel experiences utilizing advanced audience segmentation,with a survey of CMOs conducted by LXA

28、finding that these are some of marketers highest-priority initiatives(See Figure 4).Figure 4:How marketers are investing in the customer experienceDelivering real-time experiencesPersonalizationProvide connected physicaland digital experiencesAdvanced audience segmentationOrchestrating omnichannel i

29、ntegrated marketing campaignsRewarding customer loyalty and advocacyWhich of the following customer experience initiatives are youfocused on achieving in the next 12 months?53%44%40%33%23%15%Source:The State of CX 2022,LXAMarketing automation platforms for ABMIn the B2B arena,where marketing automat

30、ion originally established itself as a key technology,marketers are increasingly adopting account-based marketing(ABM)practices,with 40 to 60%of programs currently leveraging marketing automation platforms to further these strategies,a survey conducted by Momentum ITSMA and the ABM Leadership Allian

31、ce found.Figure 3:Buyers expectations are highCustomers who agree with the following20202022The experience a company provides is as important as its product or servicesI expect companies to understand my unique needs and expectationsI expect companies to anticipate my needsI feel an emotional connec

32、tion to the brands I buy from the mostI expect offers to aways be personalizedMost companies treatme as a number80%88%66%73%56%62%53%62%52%56%65%56%Source:Salesforce State of the Connected Customer,5th edition 2024 Third Door Media,Inc.7 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Automa

33、tion Platforms:A Marketers Guide“Were in a phase now where companies see tech investment as a number-one priority,”said Will Nicholls,Chief Customer Officer of Momentum ITSMA,in a podcast on the topic.“Were seeing more and more adding tools to automate and create greater leverage for existing platfo

34、rms,in a sensible way that still preserves the principles of ABM.”The artificial intelligence and machine learning boomWhile vendors in the marketing automation category have long utilized machine learning to score leads,the boom in AI and ML is driving additional innovation among vendors.This,in tu

35、rn,is responsible for increased marketer interest in these solutions.In acknowledgment of the increased role of these technologies in digital marketing,weve evolved the title of this MIR to include“AI-Powered,”and well be exploring those capabilities in-depth throughout the report and vendor profile

36、s.One of the primary uses for AI among marketing automation vendors is to assist with the automation of customer journey orchestration,including recommendations for next-best-channel,next-best-content and next-best-offer.Some vendors also offer dynamic personalization powered by AI and segmentation

37、fueled by AI,where the system can,for example,predict a contacts likelihood to respond to a certain offer.Generative AI,in which AI is used to generate text,images,video or other content,is also gaining a place in marketing automation platforms,where it is assisting marketers to quickly create conte

38、nt for email campaigns,landing pages and other touchpoints.The use of tools like this is expected to increase marketers ability to efficiently create many versions of their messages,with each version tailored to the interests and needs of a particular segment.We expect AIs impact on marketing automa

39、tion to only increase in the coming years.Big mergers are done;integration continuesThe marketing automation market is dominated by a few cloud vendors,including Salesforce,Oracle and Adobe.These players have made acquisitions to strengthen their positions in the market and have successfully integra

40、ted them.After this start,weve seen consolidation as companies in related spaces have joined forces,though financiers have continued to support newer players,as well.Some industry watchers,including Forrester Research and Gartner,expect the functionality of marketing automation platforms and account

41、-based marketing platforms to grow closer or even unify over time.MAPs are expected to gain some ABM functions,such as orchestration,command over additional channels and data management functions,while,at the same time,ABM platforms add traditional MAP capabilities like outbound email management.One

42、 of the primary uses for AI among marketing automation vendors is to assist with the automation of customer journey orchestration,including recommendations for next-best-channel,next-best-content and next-best-offer.2024 Third Door Media,Inc.8 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing

43、Automation Platforms:A Marketers Guide Salesforce acquires ExactTarget,which had previously purchased marketing automation vendor Pardot.IBM spins off Watson Marketing,establishing Acoustic as an independent marketing cloud,also selling its Unica MAP to HCL Technologies.Acquia purchased Mautic and V

44、ista Partners later acquired Acquia.SugarCRM acquired Salesfusion and rebranded it as Sugar Market.Bloomreach raised$150 million and used some of it to acquire Exponea.Maropost acquired ecommerce platform Neto and renamed it Maropost Commerce Cloud.Constant Contact acquired SharpSpring to expand its

45、 offerings SMBs.Intuit purchased Mailchimp in a blockbuster deal valued at$12 billion.Communications platform MessageBird acquired SparkPost in a$600 million transaction made possible by an$800 million extension on its series C financing round.Meanwhile,Act-On raised$20 million in financing and Acti

46、veCampaign raised$240 million,while the smaller Sendlane took in$20 million.MessageGears,a customer engagement platform,acquired Swrve,a mobile app marketing platform.CM Group rebranded to Marigold with refreshed product names.Marigold Engage became the master brand for its email products.Keap acqui

47、red The Factory and launched implementation services.Zeta Global acquired certain assets of WhatCounts for an undisclosed amount.The primary purpose of this acquisition was to acquire technology assets and certain employees,with the goal of achieving significant synergies by integrating their Email

48、Service Platform(ESP).Oracle acquires Eloqua in December,making it the first vendor to offer marketing automation.Adobe acquired rival MAP vendor Marketo.CRM company Pipedrive purchased Mailigen in March.In December,marketing automation/attribution player Springbot acquired Matcha.Thryv Holdings acq

49、uired Sensis in March 2020 and rebranded it as Thryv in September 2021.Thryv acquired Vivial Media for$21 million.ActiveCampaign purchased Postmark and DMARC Digest.Bloomreach secured$175 million in additional funding for research,development,and expansion.CM Group merged with Cheetah Digital.Klaviy

50、o received a$100 million investment in August.HubSpot invested an undisclosed amount in work management platform ClickUp.Acoustic took in a strategic growth investment from Francisco Partners in October but did not disclose the deal amount.20122018202020222013201920212023Figure 5:A timeline of devel

51、opments in the MAP market 2024 Third Door Media,Inc.9 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers GuideAI-powered MAP overviewAs basic functions of marketing automation become somewhat commoditized,platform vendors try to differentiate on the ability to s

52、cale(especially to new marketing channels),usability,ease of implementation,customer experience features and the integration of artificial intelligence and machine learning capabilities.Vendors continue to expand training programs,as well as add-on professional services,to improve platform use.Onlin

53、e communities for both customers and developers are also increasingly important to strengthen platform support,advocacy and market penetration.Many MAP vendors have roots in email marketing,which continues to be a core function and is often the only function customers use.However,many platforms offe

54、r an evolving range of email marketing features,including advanced lead management,ABM tools and predictive analytics.Though the space has long been oriented toward B2B marketing,providers increasingly offer functionality tailored to B2C use cases,especially in ecommerce and for high-consideration p

55、urchases,with some vendors specializing in working with this type of client.Whatever their uses,todays MAPs offer open architectures that make it easier to integrate with the other parts of a martech stack.(See Table 1 for vendor capability comparisons.)CapabilitiesEvery solution in this report come

56、s with tools for email campaign development and execution(including landing pages),as well as lead capture,scoring and nurturing.They also typically provide centralized marketing databases and a basic level of reporting on web traffic,visitor behavior and campaign results.Additionally,native CRM int

57、egrations are included,as are app marketplaces or APIs to enable faster connections with other technologies.The market is quickly evolving,as marketers demand integrated marketing functionality and MAP vendors expand to B2C and DTC use cases.Vendors continue to add features for building,tracking and

58、 managing campaigns across channels and/or devices,and monitoring the flow of leads as they move from marketing to sales.Many vendors see marketing automation as just one element of a larger platform focused on customer engagement.These more advanced features include,but are not limited to:Dynamic c

59、ontent generation(email,SMS,landing pages and/or website);Email deliverability tools;Account-based marketing(ABM)features;Mobile marketing,including SMS;AI-based predictive analytics;and Social/lead profile integration.The following section discusses these core and advanced marketing automation capa

60、bilities in more depth.Dynamic content creation and delivery,sometimes powered by AI Virtually all MAPs let users create,send and measure personalized email campaigns.Where they differ is in how email,landing page and website content are created and personalized.Some offer wizard-based campaign desi

61、gn or content templates,while others provide a more customized approach.More recently,vendors have begun to offer generative AI capabilities for content Whatever their uses,todays MAPs offer open architectures that make it easier to integrate with the other parts of a martech stack.2024 Third Door M

62、edia,Inc.10 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers GuideVirtually all the MAPs in this report provide a standard set of analytics that track quantifiable data such as website visitor activity,pages viewed,time spent on site,emails opened,content down

63、loaded and campaign responsescreation,building in tools that create text and images for their messaging typically through integrations with providers like OpenAI or others.There are also differences in static vs.dynamically generated content,which adjusts on-the-fly as prospects interact with a webs

64、ite or form.Progressive profiling is often offered to pre-populate forms with known data and to capture additional prospect information each time individuals interact with campaigns.Message deliverability is also an important factor to consider.Some B2B marketing automation vendors offer dedicated I

65、P addresses to improve deliverability,and/or monitor deliverability by including their own email deliverability services or those from partners.Email and landing page previewing have become more important as marketers seek to reach their audience through mobile devices and to see what their message

66、will look like on a variety of different screens.Lead management,possibly augmented by AILead management comprises three functions:lead capture,lead scoring and lead nurturing.Leads are captured from the various sources feeding the marketing automation database.These include but are not limited to w

67、ebsite visitors,social media,paid digital campaigns,email marketing respondents,trade show attendees and purchased third-party lists.The ease with which additional lead sources can be captured,such as through an open API,and whether the platform offers landing page optimization,will differ among pla

68、tforms.Lead nurturing is the process of keeping prospects engaged through periodic,personalized communications or campaigns until they are ready to buy.MAPs may offer pre-built nurturing steps or actions,as well as allow users to customize their content and process.When done right,customization can

69、build a relationship between the brand and its prospects,and drive interaction with sales when the prospect is ready.This capability is also augmented with artificial intelligence and machine learning technologies,which can analyze vast amounts of data to suggest the next best action for engagement

70、for each lead.Lead scoring assigns a value to each lead based on a predetermined set of rules or criteria.Traditional lead scoring models are generally based on two sets of data values:behavior(i.e.,site purchases,browsing,social posts)and demographics/firmographics.Many MAPs now offer predictive sc

71、oring driven by AI and machine learning,which can incorporate hundreds of data points by sourcing websites,social networks and internal systems such as the CRM and marketing database itself to calculate scores.Predictive analytics driven by AI and MLVirtually all the MAPs in this report provide a st

72、andard set of analytics 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 based on machine learning.This uses algorithms to process data and s

73、urface trends or insights that enable marketers to customize visitor experiences and marketing campaigns.Several platforms have invested in AI to go a step beyond machine learning.This uses technology to mimic human intelligence and recommend marketing actions or outcomes.These may include highly pe

74、rsonalized website content or product recommendations based on analyses of consumption trends,on-site behavior,firmographics and CRM data.Other vendors rely on plug-and-play integration with predictive analytics tools to offer greater analytics and personalization capabilities.2024 Third Door Media,

75、Inc.11 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers GuideMobile marketing Creating an engaging experience for mobile prospects and customers is a must-have capability.As a result,many MAPs include responsive templates for email,landing pages and web forms.

76、Several vendors integrate with email testing tools such as Litmus,which allow users to preview email messages across clients and devices.More advanced mobile marketing features include SMS/texting,in-app marketing and remote platform management from mobile devices.In-app marketing features can inclu

77、de push notifications or ads based on geography(i.e.,geo-fencing or beaconing)or during events.Marketing automation vendors have also expanded platform access to mobile users,moving beyond automated alerts and remote data collection to full platform management.Account-based marketing Aligning market

78、ing initiatives with sales teams is a top ABM priority for marketers.The goal of ABM is to target marketing programs to prospect or customer buying teams,rather than individuals.The larger the purchase,the more people and departments are involved.MAP vendors continue to add new ABM features to enabl

79、e marketers to address the buying group in addition to individual members,achieving this through enhanced account nurturing and predictive scoring capabilities.Social/lead profile integration Most of the MAPs in this report provide some level of social media publishing,sharing and tracking within th

80、e platform for networks such as Facebook,Instagram,X(formerly known as Twitter)and LinkedIn.Some provide more advanced tools to monitor social posts and add social behavior to lead profiles,often using social engagement as a scoring factor.Other platforms enable the use of social media sign-on to ca

81、pture social profile data and build lead profiles.Native CRM integrationWith more businesses seeking to align marketing with sales,native or out-of-the-box integration with CRM systems has become a critical feature for MAPs.Salesforce,Microsoft Dynamics 365,Oracle NetSuite and SugarCRM are some of t

82、he most commonly available connectors.Data is synchronized between the two systems and shared in both directions at frequent intervals.For example,data that is added by a sales rep to an account record in the CRM will be automatically added to the record in the MAP so marketers can use it too.Third-

83、party software connectivity Vendors develop APIs and foster relationships with external developers via app marketplaces as a way for customers to access an expansive array of third-party software systems.The app marketplaces provide faster“plug-and-play”access between the systems,although there may

84、be additional fees.If a preferred app is not available on a vendors marketplace it doesnt mean the two systems wont connect just that some customization will be required.API use may incur additional charges,generally on a per-call basis for each data download App marketplaces can be an important are

85、a of differentiation for vendors.Cultivating relationships with developers who create add-ons and integration tools adds to the softwares utility without requiring the vendor to develop those integrations.If youre considering licensing a MAP,be sure to assess potential partners efforts in this arena

86、.With more businesses seeking to align marketing with sales,native or out-of-the-box integration with CRM systems has become a critical feature for MAPs.2024 Third Door Media,Inc.12 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers GuideTable 1:Select marketing

87、 automation platform featuresMAP capablitiesDynamic content capabilitiesLead management capabilitiesCampaign channel capabilitiesVendorLead managementAccount-Based Marketing functionalityCustomer journey analyticsIntegration of social data into lead profiles(a leads LinkedIn profile,for example).API

88、 accessApp marketplace for integrationsA mobile app enabling users to perform tasks while on the go.Acoustic4844448Acquia4444448Act-On4844488ActiveCampaign4444444Constant Contact4448444Salesforce4444444Marigold4448444VendorEmailWebsite landing pagesWebsite personalization(more extensive than landing

89、 pages)Mobile appsDisplay ad campaignsSMS messagingSocial media advertising or organic contentIn-app mobile In-app mobile notificationsnotificationsOther ChannelsOther ChannelsAcoustic44848484WhatsAppAcquia44884888Act-On48848484WebinarsActiveCampaign44888448Constant Contact44884448Salesforce44444448

90、Marigold44448444Google AdsVendorLead capture through the creation of landing pages and formsLead scoring/qualification using business rulesLead scoring/qualification using AI and/or machine learningLead management workflows and visualizations to manage the customer relationship through the entire li

91、fe cycleAcoustic4484Acquia4484Act-On4844ActiveCampaign4444Constant Contact4484Salesforce4444Marigold4444VendorEmailSMSDisplay advertisingSocial media advertising/marketingOther channelsAcoustic4484MMS,WhatsApp,mobile push,web formsAcquia4484push notificiations,landing pages,web push and personalizat

92、ion,ad tech,direct mailAct-On4844webinarsActiveCampaign4444landing pagesConstant Contact4484Salesforce4444Marigold4444MMS,LINE,WhatsApp,mobile push,web forms,landing pages,direct mail 2024 Third Door Media,Inc.13 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketer

93、s GuideThe proliferation of channels and devices makes it difficult to target prospects with the right messages,on the right devices,at the right times.AI and machine learningUsers will experience the influence of AIs development throughout advanced marketing automation platforms,where its being int

94、egrated to improve the performance of traditional functions,as described above.However,some platforms may offer users or administrators the option to customize the data“ingredients”used to formulate solutions or the weights given to the various inputs.Others may be more of a“black box,”where users d

95、ont necessarily know how the technology has arrived at a certain conclusion or recommendation.Choosing an AI-powered marketing automation platformThe benefits of marketing automation The proliferation of channels and devices makes it difficult to target prospects with the right messages,on the right

96、 devices,at the right times.The rapid shift to all-online interactions sparked by the COVID pandemic also raised the level of competition in the inbox,so relevant messaging is more important than ever.In the B2B arena,prospects are managing more of the buying process themselves.They are creating sho

97、rt lists of vendors by researching brand websites and social channels without ever speaking to a sales rep.Being effective in this environment means marketers must be creative,targeted and aligned with sales goals;they must also have visibility into buyer attributes and behaviors.Challenging market

98、dynamics and increased ROI pressure make these potential benefits of a MAP more attractive than ever:Increased marketing efficiency.Automating time-consuming,manual tasks around content creation,management and personalization;campaign scheduling and execution;data hygiene(i.e.duplicate or inconsiste

99、nt data residing in various silos);communication with sales;and lead nurturing saves time and improves productivity.The incorporation of AI and machine learning which we expect to grow dramatically in the coming years will drive even more efficiency,as these tools become more sophisticated and are a

100、ble to pick up more and more of the weight of repetitive tasks.One especially promising area is the potential for AI-generating personalized content for messaging,landing pages and campaign creative,with the technology determining how audiences should be segmented and who should receive what version

101、.Enhanced ability to generate more and better-qualified leads.Marketing automation can combine multiple criteria,including demographic,firmographic and behavioral data with a lead-scoring system to generate and identify sales-qualified leads.The addition of AI and machine learning makes this process

102、 even more effective,as the tools can bring together a large amount of data and may pick up on patterns missed by humans.A multichannel view of prospect behavior.Todays MAPs integrate multiple channels and devices including social media and mobile to create more comprehensive prospect profiles and h

103、olistic views of prospect behavior.Platforms with strong ABM capabilities let marketers see the behavior of a buying group,as well as learn the interests of each individual in it.Better alignment of sales and marketing goals.MAPs can help align sales and marketing efforts to ensure that sales reps a

104、re working with sales-ready leads.By jointly setting scoring parameters and defining qualified leads,sales and marketing work better together.Marketing focuses on building relationships with early-stage leads,which lets sales work on closing the most highly qualified prospects.2024 Third Door Media,

105、Inc.14 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers GuideVirtually all MAPs offer SaaS-based pricing,meaning software is licensed by the customer and hosted by the vendor.Improved lead conversion and ROI.Numerous studies have found that using a marketing a

106、utomation system can increase conversions.Forrester found that B2B marketers who implement marketing automation have a 10%increase in their sales-pipeline contribution.It can also result in a 15%increase in sales productivity and a 12%decrease in marketing overhead,according to tech research firm Nu

107、cleus Research.MAP pricing Virtually all MAPs offer SaaS-based pricing,meaning software is licensed by the customer and hosted by the vendor.Some vendors targeting the enterprise market also offer on-site installation and implementation services.Pricing is often based on the number of contacts in th

108、e 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 longer-term commitments.Many vendors dont disclose specific pricing but it c

109、an range from$350/year for a“lite”plan at a provider focused on small businesses to$180,000/year or more for a full-featured subscription from an enterprise vendor.Recommended steps to making an informed purchase When youre considering adopting a MAP or switching to a different vendor,its important

110、to understand your current marketing processes,decide on how to measure success and identify where youre looking for improvements.The following section outlines four steps to help your organization begin that process and choose the MAP that is the right fit for your business.Step one:Do you need a m

111、arketing automation platform?Deciding whether your company needs a MAP requires the same evaluative steps involved in any software adoption.These include a comprehensive self-assessment of your organizations business needs,staff capabilities,management support and financial resources.Use the followi

112、ng questions as a guideline to determine the answer.Have we outgrown our current marketing system?Marketing automation is often a solution for rapidly growing companies that need to scale their efforts.If you have data in multiple databases that cannot be consolidated or are using an email system th

113、at cant deliver the level of behavioral targeting you need,it may be time for marketing automation.Consider,also,how much time your staff is spending on repetitive tasks that could be sped up or eliminated by a marketing automation system.What marketing automation capabilities are most critical to o

114、ur business?Identify and prioritize your software requirements and the key capabilities youll need.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 2024 Third D

115、oor Media,Inc.15 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers GuideYou need to identify all the tools you already have so you can ask the marketing automation vendor about integration.integration will be important.Knowing all this puts you in a better posi

116、tion to control the selection process and choose the platform best for your organization.What kind of MAP do we need?Marketing automation is not a one-size-fits-all solution.Nearly all companies offer the same basic capabilities for email,website tracking and a marketing database.Additional capabili

117、ties vary,however,so its important to identify what you need.Is inbound marketing(social media,blogging,SEO)more important than outbound(email)?Are reporting and analytics the key features you need?Is lead scoring a crucial part of your marketing program?Do you need greater capabilities in audience

118、segmentation and personalization?What are our goals?It is critical to know your goals for the marketing automation system.Do you want to improve the quality of leads handed off by marketing to sales?Or grow revenue by increasing conversion at key stages in the buying cycle?Do you want to improve vis

119、ibility 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 organizations goals.How will it integrate with our existing tech stack?You need to identify all t

120、he tools you already have so you can ask the marketing automation vendor about integration.Many vendors offer app marketplaces,which provide faster access to the participating systems.Virtually all marketing automation vendors offer APIs,but they may be an add-on to the price of the platform.Does ma

121、nagement 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 going any further.Present a compelling case that the benefits of new softw

122、are vastly outweigh the costs.These benefits could include converting more leads,making sales more efficient and improving campaign ROI.Do we have the internal skill sets and staff we need?To maximize your ROI,staff will need training and a willingness to develop and execute new business processes.Y

123、ou may also need to consider several new hires.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 someo

124、ne who will be using the system once it has been adopted to take the lead in the selection process.How will we measure success?This is one of the toughest questions,and ties in directly to understanding why you are adopting a MAP.If your goal is to increase conversions,youll need to know what your c

125、onversion rate is before automation to measure its impact.If its to improve email efficiency,be prepared with metrics on open rates,clicks,etc.In addition to measuring against your marketing goals,its wise to measure the depth and breadth of platform usage.Many marketers only use basic email capabil

126、ities within their marketing automation platform,meaning theyre paying for features that arent being utilized.Have we realistically assessed the cost?Some MAPs are all-inclusive,while others feature add-on tools and services that can significantly increase costs.In addition to the cost of the softwa

127、re 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 dont have your own IT or design staff,be sure to ask questions

128、 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.2024 Third Door Media,Inc.16 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers GuideStep two:Ide

129、ntify and contact appropriate vendors Once you have determined that marketing automation software makes sense,research individual vendors and their capabilities.Make a list of all the marketing automation capabilities you currently have(i.e.,email campaign sending),those you would like to have(i.e.,

130、predictive scoring or recommendations)and those you cant live without(i.e.,plug-and-play CRM integration).This last category is critical and could help you avoid a costly mistake.Research vendors using that list to see which ones can meet your needs.Then send them the list of what you need and set a

131、 timeframe for them to reply.Decide whether 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

132、 ample information about your business and its needs.Let the vendor know how you plan to use marketing automation,including your high-level strategic goals and KPIs and how you will evaluate the success of your marketing automation efforts.Include details about timelines and the existing digital tec

133、hnology you have deployed.When written properly,an RFP will facilitate the sales process and ensure both sides come to a shared understanding of the purpose,requirements,scope and structure of the intended purchase.From the RFP responses,you should be able to narrow your list down to three or four p

134、latforms to demo.Step three:Scheduling the demo Set up demos within a relatively short time frame after receiving the RFP responses to help make relevant comparisons.Make sure that all potential internal users are on the demo call or at the in-person meeting,and pay attention to the following:How ea

135、sy 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:4 How easy is it to integrate this softwar

136、e into my organization?4 What is the onboarding process?4 How long does implementation take?4 What kind of support and training are included in the base price?4 What does your partner and developer community look like?4 How can I maximize adoption in my organization?4 Will we have a dedicated accoun

137、t rep available to us?4 Do current customers utilize the full functionality?4 What new features are you focusing on for the coming year?4 Can we do a test run for a few days on our own(i.e.,a free trial)?The most effective RFPs only request relevant information from the vendors and provide ample inf

138、ormation about your business and its needs.2024 Third Door Media,Inc.17 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers Guide4 How do you protect and secure customer data?Do you have a roadmap for what you would do in the event of a hack or denial-of-service

139、attack?Dont 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 such as:4 Create and edit a new email from scratch.4 Import and segment data,using any AI or mach

140、ine-learning capabilities available.4 Base data management,cleansing and enrichment options.4 Create and edit a new landing page from scratch.4 Execute a simple campaign with an email,mailing list and landing page.4 See a report showing email opens,clickthroughs and landing page conversions.4 See a

141、report showing web traffic and/or specific leads from an email campaign.4 ROI dashboards and reports at the organization and campaign levels.4 Campaign attribution options and capabilities.This is an ongoing relationship its important to feel that your questions are being answered.Step four:Check re

142、ferences,negotiate a contract Before deciding on a vendor,check out its online community and review sites,and speak with one or two customer references,preferably someone in a business like yours.The vendor should be able to supply you with references,but you should also ask around in professional d

143、iscussion forums or at industry conferences(in-person or virtual)and networking events.Use this opportunity to ask any additional questions,and to find out more about questions that werent answered during the demo.Make sure that the person youve been referred to is a primary user of the platform.Ask

144、 the people working with this vendor these basic questions:4 Why did you license a marketing automation platform?4 Did you migrate to this platform from another?If so,how was the conversion process?4 Why did you select this platform over others?4 How long did the system take to implement?4 Has this

145、platform lived up to your expectations?4 Did you receive the level of support you needed?4 What CRM system is this platform integrated with?Are you pleased with that integration?4 Were there any surprises that you wish youd known about beforehand?4 Where have you seen the most success?The biggest ch

146、allenges?4 How are you measuring your own success?4 How responsive is customer service?4 Has there been any down time?4 What is the most useful,actionable(favorite)report the platform generates?4 What do you wish they did differently?4 Why would you recommend this platform?Before deciding on a vendo

147、r,check out its online community and review sites,and speak with one or two customer references,preferably someone in a business like yours.2024 Third Door Media,Inc.18 https:/martech.orgMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers GuideWith martech budgets under greater sc

148、rutiny in the current economic environment,marketing leaders are expected to be able to demonstrate ROI for any new technology investment.Although not all vendors require an annual contract,many do.Once youve selected a vendor,be sure to get in writing a list of what features and support are covered

149、 in the contract.A few things to ask about include the following: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 integr

150、ate the platform?If we need you to train a new hire mid-year,what will that cost?Obtaining the answers up front and having them in writing will ensure fewer surprises or additional costs down the road.ConclusionWith martech budgets under greater scrutiny in the current economic environment,marketing

151、 leaders are expected to be able to demonstrate ROI for any new technology investment.MAPs are critical for many businesses,offering numerous benefits by streamlining manual tasks including lead management,campaign development and landing page creation.As marketers and vendors continue to explore ho

152、w AI and machine learning can smooth workflows,automate processes and offer insights,these solutions are likely to provide even more utility.These platforms offer a wide range of advanced features,including AI-based predictive lead scoring and product recommendations,ABM and social media campaign in

153、tegration.They also integrate seamlessly with many third-party CRM and other point solutions to offer extended capabilities,with many vendors beginning to see themselves as the center of the customer experience.The key to ensuring ROI is to make sure the platform is easy to use and scale,and is suit

154、ed to your organizations goals.Vendors offer extensive training programs,online communities and strategic consulting services to encourage more comprehensive use and create a higher return on marketing automation investments.To identify the MAP vendor that is the right fit for your organization,it i

155、s imperative you understand your current marketing processes,recognize where you need to improve and know how you will measure success.By performing your due diligence in researching and interviewing marketing automation vendors,your search can come to a successful conclusion and result in greater l

156、ong-term ROI and business productivity.n 2024 Third Door Media,Inc.19 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers GuideTarget customer Acoustic supports B2C mid-market and enterprise brands across retail,financial services,insurance,tech an

157、d telecom,travel and hospitality,and more.Company overview Founded in 2019.600 employees.Acoustic most recently received a strategic growth investment from Francisco Partners in October 2022.Existing investor Centerbridge Partners remains the primary equity holder in the company.Acoustics diverse ra

158、nge of solutions includes unified marketing and digital customer experience insights,campaign execution,behavioral experience analytics and optimized pricing,promotion,markdown and collaboration technology.Acoustic is headquartered in Conway,AR,and has a global presence across the United States,Cana

159、da,England,Poland,China,Japan,India,Australia and Chile.Product overview Acoustic Connect is a B2C customer engagement platform designed with journey orchestration at its core.It allows brands to send personalized messages across email,mobile and more.The platform is able to capture customer signals

160、 and turn cues like intent,propensity to purchase or churn into insights that feed journey optimization strategies,unlock segmentation possibilities and allow brands to personalize messages.Use casesBy providing marketers with real-time visibility into the customer journey,Acoustic Connect supports

161、a range of use cases including multi-step journey orchestration,intent-based personalized content creation,cart abandonment workflows,welcome sequences,and re-engagement campaigns.Multi-step journey orchestration:Users can plan,coordinate,and automate customer interactions via various touchpoints to

162、 create a complete multichannel journey.Multichannel marketing:Marketers can independently create hyper-personalized multichannel campaigns across email,SMS,MMS,WhatsApp,mobile push,and more without relying on coding or developer support.Customer signals:Users can leverage customer signals collected

163、 from the website or app to trigger journeys,to personalize content,and to create segments based on experience or behavior.Acoustic also supports specific use cases such as cart abandonment workflows,welcome sequences and re-engagement campaigns all of which leverage customer signals and behavioral

164、insights to elevate the customer experience.Artificial intelligence and machine learning Acoustic employs AI and ML for the following applications:To suggest content personalization.For send time optimization.For anomaly detection.For customizable scoring.Acoustic1125 Oak St.,Ste 201,Conway,AR 72032

165、T:(866)820-Key customersAir FranceCuisinartIDP Connect PayPalPuraTicketmasterKey executivesMark Cattini,Chief Executive OfficerElmer Lai,Chief Financial Officer Scott Opiela,Chief Marketing Officer Chris Lanaux,Chief Product Officer 2024 Third Door Media,Inc.20 https:/martech.orgVENDOR PROFILESMARTE

166、CH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers GuideAnalytics and reportingAcoustic Connect offers several dashboards including:An Executive Dashboard that summarizes everything a CMO needs to know.An Experience Analytics Dashboard with information about the customer experience ai

167、med at increasing conversions.Channel-based dashboards,such as those for email,SMS,WhatsApp,and more.Dashboards are designed to help marketers understand the data,optimize campaign performance and explain ROI to the executive team.Collaboration and workflow Acoustic Connect offers user permissions,r

168、oles,and approval groups to effectively manage workflow.Users can easily collaborate within the same content,segments,or strategies to produce a campaign or implement an automation.By providing a single source of truth around campaign performance and customer engagement,Acoustic Connect allows marke

169、ters and CX leaders to leverage the same data and insights to create optimized customer interactions.Third-party integrations Acoustic Connect is an open platform with a set of APIs leveraged by iPaaS vendors,martech and adtech solution providers(e.g.,personalization,survey,call center,CRM,ecommerce

170、 and real-time content vendors),Acoustic customers and any integration that either needs to get data into or from Acoustic Connect.In addition to APIs,Acoustic Connect offers a modern cloud connection,data-streaming options for CDP integrations as well as traditional batch and scheduled data process

171、ing options.Pricing and support An annual contract is required.No free trial or other pre-purchase testing is available.Acoustic Connect supports upper mid-market to low-mid enterprise companies,with contracts that typically run over a single year.Audience size,channel volume,number of data connecti

172、ons,and automated strategies typically contribute to contract size,allowing for an extensive use of enterprise-grade processing,delivery,and send capabilities.As part of the standard subscription fees,Acoustic provides provisioning,deliverability,and support.Every Acoustic customer has access to a C

173、ustomer Success Manager,trainings and resources through Acoustic Academy,and 24x7x365 service for any product-related issues at no additional cost.Premium support is available for purchase.Acoustics premium level of support includes a dedicated Technical Account Manager,health checks and assessments

174、 to prevent problems and faster resolution/response times.Premium support also includes 24-60 hours of professional services annually(depending on the tier)that can be used to assist with special requests such as deliverability workshops,strategic assessments or best practice delivery,all provided b

175、y an in-house set of industry and channel experts.Acoustic1125 Oak St.,Ste 201,Conway,AR 72032T:(866)820- 2024 Third Door Media,Inc.21 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers GuideTarget customer Mid-market and enterprise businesses.Com

176、pany overview Founded in 2007.1,200 employees.Acquia was acquired by Vista Equity Partners in September 2019.Acquia acquired Widen in September 2021 to build out its digital asset management(DAM)and product information management(PIM)offerings.The companys marketing automation product,Acquia Campaig

177、n Studio,is based on the open-source Mautic platform,which the company acquired in 2019.Acquia empowers brands to create digital customer experiences that matter.With open-source Drupal at its core,the Acquia Digital Experience Platform(DXP)enables marketers,developers and IT operations teams to rap

178、idly compose and deploy digital products and services that leverage their content and data assets to engage customers personally and at scale.Acquia has offices in Boston,MA,and Tokyo,Japan.Product overview Acquia Campaign Studio,based on open-source Mautic,is a marketing automation platform that al

179、lows organizations to create,orchestrate and deploy customer experiences across all channels.Use cases Campaign Studio offers a drag-and-drop journey builder tool that allows marketers to orchestrate multi-step customer journeys by defining different paths that respond to what customers are doing in

180、 real time.This includes cross-channel,multi-touch and multi-step campaigns.Marketers can build individually personalized content quickly through a drag-and-drop email builder,from scratch or from a template,execute and monitor all aspects of their campaign directly;helping boost engagement,loyalty

181、and customer lifetime value.Campaign Studio empowers marketers to launch campaigns quickly through content creation,customer journey optimization and segmentation.Marketers can deliver personalized and multi-channel customer journeys with Acquias visual journey builder,automating coordinated touch p

182、oints across email,mobile and web.Marketers can increase customer engagement through A/B testing and data-driven optimization.Campaign Studio enables marketers to scale campaigns across multiple regions,languages,and customer segments through Acquias multi-tenant marketing solution,Acquia Campaign F

183、actory.Acquia Campaign Studio helps customers to be fully compliant with GDPR,CASL and has received EU Privacy Shield certification.Acquia53 State St.10th FlBoston MA,02109T:(888)922-Key customers ApplauseAsana RebelEABKey executives Stephen Reny,President and Chief Executive OfficerDries Buytaert,C

184、o-Founder,Chief Technology Officer,Chief Strategy OfficerJennifer Griffin Smith,Chief Market OfficerMark Picone,SVP and GM,Marketing Cloud 2024 Third Door Media,Inc.22 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers GuideArtificial intelligence

185、 and machine learning Acquia has not yet incorporated AI or machine learning capabilities into Campaign Studio.Analytics and reporting Acquia Campaign Studio offers detailed analytics and reporting capabilities,from quick-view dashboards personalized by user to deep dive read-outs on the real-time p

186、erformance of any campaign or individual marketing element(e.g.email,landing page,form,etc.).Journey analytics and optimization:Users can receive real-time insights and testing and adjust on the fly to deliver the most compelling experiences for every individual at any given moment in any given chan

187、nel.Collaboration and workflow Campaign Studios Campaign Factory allows users to multiple teams,geos or business units with a multi-tenant marketing automation solution.Campaign Factory allows users who work across regions and business units to leverage a unified experience,while the data still live

188、s in individual instances.Third-party integrations Campaign Studio is natively integrated with the Acquia CDP,which enables marketers to use real-time insights to create relevant cross-channel experiences while also augmenting the customer profile with interaction data from the campaigns.Acquia Camp

189、aign Studio also provides real-time integrations to third-party systems via plug-ins and custom integrations to support inbound and outbound data flow.Pricing and support An annual contract is required.A free trial or other pre-purchase testing is available.Acquia does not disclose its pricing.Consu

190、ltative services and dedicated account managers are made available.Acquia53 State St.10th FlBoston MA,02109T:(888)922- 2024 Third Door Media,Inc.23 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers GuideTarget customer SMBs to enterprises in all

191、industries across B2B,B2C and ecommerce.Company overview Founded in 2003.900 employees.ActiveCampaign acquired Postmark,a transactional email platform,in 2022,and OneSend,an email company focused on franchises,multi-location businesses and resellers,in 2023.The company raised$240M in venture capital

192、 in 2021.ActiveCampaign provides marketing automation,email marketing and CRM software to businesses of all sizes and in a variety of industries.Product overview ActiveCampaigns marketing automation platform helps businesses of all sizes with its mix of pre-built automations and integrations to powe

193、r personalized marketing,transactional emails and one-to-one interactions throughout the customer lifecycle.Use casesMarketing and sales teams can leverage the platform to improve communication and engagement across the customer lifecycle.Use cases include:Automating sales lead qualification.Managin

194、g and viewing the entire sales pipeline.Connecting to CRM and leveraging customer data from marketing and success interactions to personalized emails and SMS messages.Nurturing leads via different automation routes based on their interactions.Setting up dynamic email flows depending on interests,dem

195、ographic data and behavior.Customizing emails with product information directly from an online store to promote new launches,cross-sell and upsell.Leveraging pre-built automation that combines CRM,advanced segmentation and email marketing to orchestrate personalized automations for a connected custo

196、mer experience.Artificial intelligence and machine learningActiveCampaign employs AI and ML for the following applications:To suggest next-best actions.To suggest content personalization.To suggest customer journey design.For automatic campaign optimization.For lead and account scoring/prioritizatio

197、n.To generate content for marketing campaigns.To generate content for automated 1:1 sales emails,saved responses and direct email.ActiveCampaign1 North Dearborn St.,5th Fl.Chicago,IL,60602T:(800)357-Key customers HipcooksIconosquareKoiaMcCrindleParty HeadphonesThinkificKey executives Jason VandeBoom

198、,Founder and Chief Executive OfficerKelly OConnell,Chief Product OfficerShay Howe,Chief Marketing Officer 2024 Third Door Media,Inc.24 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers GuideAnalytics and reporting Reports help customers identify

199、trends across emails,automations,sales pipelines and more.Examples include:Deal reports that can help sales managers forecast and track a sales reps success.Conversion attribution reports to help identify which touchpoints are not delivering and discover new trends or opportunities.Reports to track

200、the success of an automation to optimize workflow and provide an optimal customer experience.Chat performance reports to see the origination URL of conversations,number of contacts acquired,average response times and more.Enterprise customers have access to custom reporting that allows them to build

201、 dashboards and reports based on specific team needs.Collaboration and workflow managementActiveCampaign says it offers an automation-first approach to streamlining communications and tasks.Sales and marketing teams can automate their processes to drive efficiency and enhanced collaboration between

202、teams.Capabilities include:Notifications and tags to update the contact field based on an action and steps to begin another information workflow once a goal is reached.Automation workflows to loop in data from the integration of third-party tools and apps to import key data into contact records or m

203、anage personalization within emails.Integrations with Slack,Google Sheets,Asana and M to better collaborate and stay on top of data and tasks that can drive efficiency.Third-party integrations ActiveCampaign integrates with more than 900 third-party apps,including direct,two-way integrations with to

204、ols like Shopify,Salesforce,WordPress,WooCommerce,Facebook Custom Audiences,Google Analytics and PayPal.Native integration with Microsoft Dynamics 365,Pipedrive,Salesforce,SugarCRM and Zoho.Custom objects give users a complete view of every customer and their touchpoints by unifying data from the ap

205、ps they use the most.The company manages an AppStudio and developer fund to support and allow developers to build connections and tools that integrate directly into the ActiveCampaign platform.Pricing and support No annual contract is required.A free trial or other pre-purchase testing is available.

206、ActiveCampaigns email and marketing automation solutions start at$29/month,paid annually,and range up to$149/month for the professional plan.The company also works with enterprises to develop custom packages.See the companys pricing page for bundles that include other solutions from the companys off

207、erings.ActiveCampaign provides free implementation,accelerated onboarding and training,along with 900+pre-built automation recipes.Customers can also access free ongoing training including study halls,webinars,consultative sessions and strategy workshops with ActiveCampaign support teams.ActiveCampa

208、ign1 North Dearborn St.,5th Fl.Chicago,IL,60602T:(800)357- 2024 Third Door Media,Inc.25 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers GuideTarget customer Act-On Software serves marketers across all levels of business.Clients include SMBs,mid

209、size companies and multibillion dollar enterprise businesses.Company overview Founded in 2008.172 employees.Act-On Softwares most recent round of funding came in March 2021 via$20 million of growth financing.Since its inception,Act-On has focused on empowering marketers to establish stronger connect

210、ions with customers.Since then,it has continually enhanced and expanded its platform to meet marketers ever-evolving needs,including the incorporation of artificial intelligence tools.Product overview Act-On provides a comprehensive marketing automation solution that helps marketing teams scale and

211、more effectively reach their target audience with a modern UI,native artificial intelligence and a low total cost of ownership.Use casesAct-On Software provides a solution for marketing teams,big or small,to do the work of many more people through the power of automation.Features include:Lead scorin

212、g and segmentation.Email automation.Marketing attribution and reporting.Automated nurturing programs.Email and SMS marketing.Multichannel lead generation.Customer insights to power sales.Artificial intelligence and machine learningAct-On employs AI and ML for the following applications:To suggest co

213、ntent personalization.For automatic campaign optimization.For lead and account scoring/prioritization.Analytics and reporting Standard performance reporting across all marketing channels includes campaigns,email,landing pages,website,forms,SMS and social.Users can track and improve performance over

214、time by measuring emails received/opened,click rate,specific links clicked,etc.Users outside the MA team can receive updates on critical marketing performance and sales notifications.Performance reporting is also available across other channels.Users can download data from reports,save a report,shar

215、e a report,set up report alerts or automatically send a report at specific times.Users can create dashboards by“pinning”report graphics to a dashboard and saving them.Act-On121 SW Morrison St#1600Portland,OR 97204T:(877)530-1555act- Key customersSharpAutoZoneHitachiBest BuyOregon State UniversityPro

216、gressive Key executivesKate Johnson,Chief Executive OfficerRoger Rowe,Chief Financial OfficerSyed Mohtashim Ahmed,SVP of Engineering and OpsJeff Day,SVP of Marketing 2024 Third Door Media,Inc.26 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers G

217、uide Act-On Business Analytics provides more sophisticated reporting on marketing funnel performance,including CRM integration,complex cohort analysis,attribution reporting across channel and lead sources,and revenue impact reports to analyze which campaigns and programs drive the most revenue.Act-O

218、n also offers a comprehensive analytics engine assisted by AI,that lets users analyze any data set in the system,set custom filters,cross-segment with other data,and control the time period.Collaboration and workflowFeatures aimed at improving collaboration and streamlining workflow include:The abil

219、ity to send draft emails to another user for review and launch approval.This feature set enables separation of roles between content creators and campaign approvers.Additionally,each account has a marketing calendar,which automatically adds scheduled messaging and allows marketers to add internal ev

220、ents or sync to an external calendar.In Act-Ons multi-instance configuration,companies can segregate different business units or marketing regions through the marketing network,allowing corporate oversight and minimizing individual access.Assets(any content template)can be shared between instances a

221、nd modified to each business unit/partner/brands need.Act-Ons Sales Seat(sales access through native CRM integrations)and the Act-On Anywhere Sales enablement tool enables marketers to provide templates and assets such as forms and landing pages to sales teams to quickly and effectively build person

222、alized email communications with prospects.The Act-On template library provides a centralized source for individual campaign creators to jumpstart creation of email,form,landing page and automated journey content.Third-party integrations Act-On integrates natively with these CRMs:Salesforce,Zendesk

223、Sell,Microsoft Dynamics,SugarCRM and NetSuite.These integrations sync data in both directions,ensuring sales reps are updated with the latest marketing intelligence(qualified leads)and marketing teams can access the latest sales data.Act-On offers integrations with webinar platforms(Zoom,WebEx,and G

224、oToWebinar),social media tools(Oktopost,Twitter/X,Linkedin),Google Ads for metrics,and Litmus for email rendering preview.The company says it is working to expand native integrations with market-leading ABM solutions and data enrichment providers.The companys solution is designed with a flexible dat

225、a approach through native functionality(e.g.CRM integrations),extensive APIs(e.g.event-triggered emails),custom extension lists and custom touchpoints to provide customers flexibility for their specific needs.Act-On has released a webhooks capability and is already included in more than a dozen iPaa

226、S providers such as Zapier,Cazoomi SyncApps and tray.io.Pricing and support An annual contract is required.No free trial or other pre-purchase testing is available.Pricing packages vary on a number of factors,including the number of active contacts,number of marketing and sales users,and other add-o

227、n modules customers choose to purchase.Pricing typically starts at$1,000 per month,and the average Act-On contract runs$3,000 per month.Act-On provides the following offerings to all customers at no additional cost:Customer Success Manager.Technical support,offered from 9 a.m.GMT to 5 p.m.PST.Online

228、 training and product documentation.Act-On121 SW Morrison St#1600Portland,OR 97204T:(877)530-1555act- 2024 Third Door Media,Inc.27 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers Guide Office hours and ongoing product training.Customer-focused

229、webinars and workshops.Access to a library of online training content including videos and written guides.Act-On also offers the following services for additional fees:Deliverability consulting.Technical consulting.Content creation and design services.Automated program design and implementation.Prio

230、rity“Premium”support offering faster responses and more support channels(chat,phone,scheduled Zoom calls).Act-On has two standard implementation packages.Fast Track helps smaller teams get set up quickly(over 6 weeks).This runs$5000.Premium Onboarding package is for marketing teams looking for more

231、help to get up and running.It involves a series of strategy sessions,after which Act-On takes the lead for building out or migrating required segments,programs,customized subscription management tools,webinar integrations and reporting.This lists for$20,000.Act-On121 SW Morrison St#1600Portland,OR 9

232、7204T:(877)530-1555act- 2024 Third Door Media,Inc.28 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers GuideTarget customer SMB to enterprise-level B2B marketers and B2C considered-purchase marketers in a variety of industries,including technolog

233、y,business services,healthcare,financial services,education,manufacturing and telco.Company overview Parent company Adobe(ADBE:NASDAQ)was founded in 1982.29,000+employees worldwide.Adobe acquired Marketo in October 2018.Adobe maintains more than 50 offices around the world including in San Jose,San

234、Francisco,Lehi(Utah),Seattle,Atlanta,Denver,Portland,Dublin,London,Paris,Tel Aviv,Tokyo and Sydney.Product overview Adobe Marketo Engage is a marketing automation platform that lets users streamline,automate,and measure marketing tasks and workflows so they can increase operational efficiency and gr

235、ow revenue more quickly.Use cases Adobe Marketo Engage includes capabilities such as content personalization,cross-channel segments,lead management and nurturing,sales partnership,and marketing impact analytics.These allow users to:Create,automate,and measure campaigns across channels including emai

236、l,mobile and social media.Deliver targeted,personalized display ads.Dynamic interactions with customers on a website.Analyze performance to prove and improve business impact.Use predictive content functionality to ensure best-fit assets are presented.Create landing pages and progressive forms.Develo

237、p and qualify potential buyers with personalized nurturing campaigns and scoring capabilities.Prioritize the best leads with quality and urgency ratings as well as account engagement scores.Perform basic data cleansing natively.The data deduplication feature finds and merges duplicate users in the d

238、atabase.Users can set up automated workflows for data normalization.More advanced data deduplication and data cleansing are enabled through turnkey integrations with a number of partners.Use account-based marketing(ABM)capabilities to unify lead and account-based strategies.This includes account ins

239、ights and profiling to identify the right target accounts using data and AI.Account Smart Lists leverage AI and predictive scoring to reveal best-fit accounts with or without contacts for campaign activation(e.g.activate accounts with no contacts on LinkedIn for paid media campaigns).Personalized ex

240、periences are automated across accounts with intelligent account nurturing.Account-based insights delivered to sales offering full visibility across the buying team.Partner with sales by sharing customer intelligence across every touch of the buyer journey.Multi-attribute lead scoring across sales a

241、nd marketing touches is available.The system also performs real-time data capture and bi-directional data integration sync with CRM.It can power multiple sales engagement capabilities and digital sales playbooks.Adobe Marketo Engage345 Park AvenueSan Jose,CA 95110 T:408-536-Key customersCharles Schw

242、abGE Panasonic Lumen RingCentral RocheKey executivesShantanu Narayan,Chairman,President and Chief Executive Officer,AdobeVenu Tavisala,Senior Director,Product Management,Adobe Marketo EngageAmit Ahuja,SVP,Adobe Experience Cloud,Platform and ProductsBrian Glover,Senior Director,Product Marketing,B2B

243、Customer Journeys 2024 Third Door Media,Inc.29 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers GuideArtificial intelligence and machine learning Adobe Marketo Engage uses AI and ML for the following purposes:For content personalization in email

244、s and website experiences.To help marketers discover new unique audiences and prospects.For creating chatbots powered by generative AI that can answer customer questions in a contextual way reflecting a brands personality and tone.To generate conversation summaries and a chat interface to prepare sa

245、lespeople for conversations and meetings with customers and prospects.Analytics and reporting ROI reports include multi-touch attribution and the aggregate impact of marketing on the revenue cycle over time,including conversion rates plus flow and velocity through the funnel.Executive dashboards fea

246、ture revenue cycle analytics identifying real-time metrics and trends.Marketo Measure(formerly Bizible)offers complete attribution across every marketing and sales touchpoint,a variety of attribution models,and connectors to paid media channels.Performance Insights identifies programs and channels t

247、hat deliver the highest marketing ROI.Success Path Analyzer monitors key performance metrics for each stage of the customer journey.The Revenue Modeler defines customer journey stages and monitors how potential customers move through the funnel.Advanced Journey Analytics features a pivot-table UI fo

248、r ad hoc reporting on channel and campaign performance,including attribution and ROI.Opportunity Influence Analyzer demonstrates cross-channel marketing activities that influence deals to understand each marketing touchpoints influence.Collaboration and workflow Integration with Adobe Workfront for

249、collaboration and task management.Flexible and customized access,users,roles,and permissions across the user base.Workspaces can be segmented or shared based on programs,databases,and instances for segmented teams.Task management for Sales is included natively from within the application Command Cen

250、ter or from the Tasks section of the Live Feed.Tasks can also be managed from within CRM systems.Marketing and sales coordination via lead and account intelligence and engagement blueprints.Third-party integrations Native integration with Microsoft Dynamics 365,Salesforce and Veeva CRM.Supports two-

251、way synchronization.With CRM credentials,custom objects and fields can be synched automatically.Additions/deletions to CRM framework such as fields or objects are automatically updated in Marketo Engage.Turn-key integrations are available for Oracle NetSuite,SugarCRM,Zoho and others provided by Vert

252、ify and sold by Adobe with Marketo Engage.Partner ecosystem of data integrators and digital agencies includes Accenture Digital,Deloitte Digital,DigitasLBi,Informatica,Mulesoft,Talend,and Software AG.Partners can also be found through Adobe Exchange and Experience Cloud.Additional integrations are a

253、vailable through Webhooks,and REST APIs.Pricing and support Annual contract required.Pricing is based on the size of the marketing database,plus any additional infrastructure requested,such as advanced security,high-volume APIs,high-volume email infrastructure,or advanced database features.Adobe Mar

254、keto Engage345 Park AvenueSan Jose,CA 95110 T:408-536- 2024 Third Door Media,Inc.30 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers Guide Four pre-built bundles based on digital marketing maturity,including a newly added Growth package for smal

255、l teams.All solutions include a Marketing Data Environment,which integrates profiles and engagement history to help marketers build customer relationships by enabling personalized interactions.Any product/module not packaged in the solution can be purchased as an add-on.Products/modules are typicall

256、y priced on a single scaling factor,such as database size,number of marketing users,number of mobile activities,or number of website visitors.All Marketo subscriptions include access to customer success managers.All customers receive global phone support and 24/7 web portal support,including chat.Pr

257、ofessional services packages are available for implementation and consulting services.Premium-priced support services include access to named support professionals,accelerated service-level response,and sessions for proactive mentoring and business review.Adobe Marketo Engage345 Park AvenueSan Jose,

258、CA 95110 T:408-536- 2024 Third Door Media,Inc.31 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers GuideTarget audience B2C mid-market and enterprise in the retail/e-commerce space,including fashion,lifestyle and home goods,furniture,grocery and

259、restaurant verticals.Company overview Founded in 2009.900 employees.Acquired Exponea,a data-enriched mail provider,in January 2021.Bloomreach offers multiple solutions to help brands deliver highly personalized commerce experiences.The companys suite of ecommerce personalization solutions encompasse

260、s three distinct toolsets:Discovery,which offers AI-driven personalized search and merchandising solutions.Content,a headless CMS for commerce.Engagement,a customer data platform with built-in email capabilities that delivers highly personalized emails.Product overview Bloomreach offers a marketing

261、automation platform that includes advanced targeting and AI-powered personalization.It helps brands build and maintain audiences based on real-time customer behavior data.Use cases Data ingestion,unification and identity resolution.Combines customer data from all touchpoints and disparate sources in

262、to a single marketing view of the customer to create user profiles for both anonymous users and identified customers.Bloomreach can help brands build audience segments that update in real time as user behavior and purchase habits change.Web personalization and optimization.Enables the use of first-p

263、arty data to display personalized content like countdown banners and product recommendations on the website.Marketers and digital teams can also A/B test and experiment with different visual appearances and leverage contextual personalization using AI to find the right variant for every customer.AI/

264、ML and marketing intelligence.Rule-and AI-based recommendations can be used to create customer content.Campaign orchestration and execution.Zero-and first-party customer data captured with Bloomreach Engagement can orchestrate and execute personalized marketing campaigns via multiple channels from a

265、 single platform.Email design and creation.Marketers can create emails with a drag-and-drop editor or design their own emails with Bloomreachs HTML builder.Artificial intelligence and machine learning Bloomreachs solution uses AI and ML to:Optimize send time and best channel.Generate content for ema

266、il,SMS and push notifications.Personalize messaging.Predict suitability of individual profiles for campaigns,such as excluding customers with high return rates from certain campaigns.Bloomreach82 Pioneer WayMountain View,CA 94041T:650-943-Key customersBoohoo Pandora NextOlukaiPrettyLittleThing Altar

267、d StateKey executivesRaj De Datta,Chief Executive OfficerBrian Walker,Chief Strategy OfficerRob Rosenthal,Chief Revenue OfficerAmanda Elam,Chief Marketing Officer 2024 Third Door Media,Inc.32 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers Guid

268、eAnalytics and reporting Analyzes all email KPIs,including revenue and orders,with out-of-the-box visual dashboards.Bloomreach can also build advanced reports to track custom metrics.Campaign and program reporting.Cohort analysis.Retention analysis.Trend reporting.Collaboration and workflow A shared

269、 campaign calendar offers an overview of finished,ongoing or planned campaigns across different channels.Tabs can be switched for seamless connection between planning and execution.The software includes an array of out-of-the-box roles to restrict/enable access,a role hierarchy,combinations for more

270、 granularity,and splitting into Instance,Account and Project levels.In addition,clients can define more granular custom access roles for their users,specifically in the Campaigns module.Roles are managed via SSO IAM.Bloomreach offers taxonomy management through tags,labels and initiatives(folders)fo

271、r internal organization.Third party integrations Imports and data:Microsoft SQL database and Azure SQL(native),Postgre SQL and Amazon Redshift database(native);MySQL database(native),Google Bigquery(native),Google Cloud Storage(native),Amazon S3 file storage(native),SF TP file server(native),HTTPS w

272、eb server(native).Email providers:Mailgun(API),Mailjet(API),Mandrill(API),Sendsay(API),Unisender(API),Sendinblue,Mailchimp,Emaillabs,Unione.SMS&MMS providers:CM Telecom SMS(API),Sinch SMS&MMS.E-commerce:Shopify(native and connected integration),Magento Adtech(custom audiences):Adform(API),Facebook A

273、ds(API),Google Ads(API),Facebook Conversions API,Facebook Lead Ads.Other:Amazon Alexa(API),Zapier(API),Custom HTTPS Webhook presets(API).Sales/CRM:Pipedrive,SalesForce CRM,Microsoft Dynamics CRM.Mobile App/Messaging:WhatsApp,Facebook Messenger.Services:Freshdesk,Trello,Slack.Pricing and support Spec

274、ific pricing isnt publicly disclosed but pricing is based on product packages tailored to clients needs.Clients can choose from three product packages:CDP,Campaigns or CDXP.Each is available in Grow,Scale or Enterprise bundles.Annual contracts are required.Typical onboarding time is one to three mon

275、ths,according to independent review site G2Crowd.New clients are provided with training from the Academy program to understand the solution,ensure smooth data ingestion,and support the building of in-depth analyses and automated campaigns.An experienced project team is assigned to each client.Bloomr

276、each offers a free set of services(with a predefined scope and cost)and assistance in selecting and implementing professionally designed plug-and-play use cases to accelerate adoption and decrease time-to-value.Post-implementation,Bloomreachs customer service team guides clients through the growth a

277、nd expansion phases and focuses on ongoing fast time to value,team enablement,success partnership built through business reviews,status meetings and management of the success plan,value measurement and thought leadership.Free online chat support.Support via Helpdesk/Intercom for technical issues is

278、offered to all clients during business hours.Add-on professional services include dedicated support,a dedicated consultant for a predetermined number of hours to assist with campaign creation,analytics,reporting,training and other tasks,or a value delivery manager to help with projects and tasks,ens

279、ure on-time delivery and allocate resources appropriately.Bloomreach82 Pioneer WayMountain View,CA 94041T:650-943- 2024 Third Door Media,Inc.33 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers GuideTarget customer Small to medium-sized organizat

280、ions across a variety of industries,and organizations with multiple locations,departments,or users,franchises,member-based associations and agency partners.Company overview Founded in 1995.1,000 employees.Constant Contact acquired SharpSpring in September of 2021.The company also acquired the Austra

281、lian SMS and email platform Vision6 in January of 2022.Constant Contact offers digital marketing tools designed to simplify online marketing for small businesses and nonprofits.Product overview Constant Contacts Lead Gen and CRM product is designed for sales and marketing directors who need to align

282、 their teams,convert their leads and demonstrate ROI.Use casesApplications for Constant Contacts software include:Artificial intelligence and machine learningConstant Contacts platform utilizes machine learning and AI for the following applications:To assist or write copy for campaigns.Analytics and

283、 reporting Constant Contact brings marketing and sales data together in comprehensive reporting and analytics.There are specific reports for different areas,and there are custom reports where users can create their own dashboards.Constant Contact1601 Trapelo Rd,3rd FloorWaltham,MA Key customersNot d

284、isclosed Key executivesFrank Vella,Chief Executive OfficerLaura Goldberg,Chief Marketing OfficerRuss Morton,Chief Product OfficerEric Raab,Chief Technology Officer Cookie-based web tracking Landing page design Lead capture through forms Contact management and CRM Marketing automation Email marketing

285、 Behavior-based automation Sales team management Sales team task management Sales pipeline and deal flow Lead Conversion Tracking Account management Reporting and Analytics Embeddable web chatbot Sales engagement Sales intelligence Marketing agency and multi-tenant management 2024 Third Door Media,I

286、nc.34 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers GuideCollaboration and workflow Constant Contact offers automated task management systems for individual users and teams.Users can see all tasks assigned to them,and manage them as they need

287、.Managers can assign tasks manually or automatically using automation tools.Third-party integrations Constant Contact integrates with CRMs,social and other platforms.For CRMs,the system syncs data between common objects like contacts,accounts and opportunities(deals).For social,the software allows f

288、or posting and listening for Facebook,Instagram and LinkedIn.Pricing and support No annual contract is required.No free trial or pre-purchase testing is offered.Pricing for Constant Contacts Lead Gen and CRM product starts at$449/month.Constant Contact offers onboarding for customers to get them ram

289、ped up on the platform and ongoing support beyond that.Additionally,customers can utilize professional services for specific marketing needs.Constant Contact1601 Trapelo Rd,3rd FloorWaltham,MA 2024 Third Door Media,Inc.35 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Automat

290、ion Platforms:A Marketers GuideTarget customer Marigold works with SMBs,mid-market and enterprise companies in verticals like agencies,CPG,financial services,franchises,higher education,media and publishing,non-profits,professional services,restaurants,retail,and travel and hospitality.Company overv

291、iew Founded in 2023.1,000 employees.In early 2023,the previously combined Cheetah Digital and CM Group(made of Selligent,Sailthru,Emma,Campaign Monitor,Liveclicker and Vuture)rebranded to become Marigold.Later in 2023,Marigold announced new solution names within the Relationship Marketing offering:M

292、arigold Engage+,Marigold Engage,Marigold Engage Express(including Emma by Marigold and Campaign Monitor by Marigold),Marigold Grow,Marigold Loyalty and Marigold LiveContent powered by Liveclicker.Marigold offers a variety of solutions tailored to companies of different sizes,industries and levels of

293、 maturity.Product overviewMarigold Engage,which encompasses the companys marketing automation solutions,includes Marigold Engage+,Marigold Engage and Marigold Engage Express.Marigold Engage+is an enterprise-class omnichannel messaging platform.It is highly configurable and supported by a services or

294、ganization with deep industry,use case and campaign execution expertise.Marigold Engage is an omnichannel messaging platform built for marketers and designed to activate marketing-focused growth plans.Marigold Engage Express offers intuitive,out-of-the-box,omnichannel solutions,purpose-built for spe

295、cific verticals and use cases,including SMBs,agencies,higher ed,non-profit and franchises.It is ideal for organizations looking for a turnkey solution.Marigold Engage Express includes Emma by Marigold and Campaign Monitor by Marigold.Use casesMarketers turn to Marigold to help them meet consumer nee

296、ds across all channels and touchpoints.Common use cases include:Acquisition:Marketers can engage consumers through interactive experiences such as surveys,polls,giveaways and games that ask for and directly receive zero-party data from the customer.Engagement:Users can deliver intelligent cross-chan

297、nel messaging and meet customers in the right moment and channel by sending relevant,contextual communications across email,mobile,social and beyond.Marketers can personalize content to unique customer needs and preferences as well as design and deploy agile real-time customer journeys with value-ad

298、ded offers.Loyalty:Marketers can use enterprise loyalty management tools to create emotionally engaging interactions to drive visit recency,frequency and spend,as well as encourage customer advocacy.Artificial intelligence and machine learningMarigold Engage utilizes AI and ML for the following purp

299、oses:To suggest next-best actions.Marigold11 Lea Ave.Nashville,TN Key customersAmerican AirlinesCignaFocus BrandsLeMondeUniversity of Notre DameVans Key executivesWellford Dillard,Chief Executive OfficerDesta Price,Chief Product OfficerJohn Gregitis,Chief Revenue OfficerWendy Werve,Chief Marketing O

300、fficer 2024 Third Door Media,Inc.36 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers Guide To suggest content personalization.For automatic campaign optimization.To generate creative for email campaigns.To personalize landing pages on the fly.Fo

301、r send time optimization.Analytics and reporting Marigold Engage includes a selection of out-of-the-box campaign-level reports,which provide marketers with a detailed view of metrics,including standard disposition data,heat maps,detailed analysis of Apple MPP,bot mitigation and location.More advance

302、d marketing intelligence toolsets let users build dynamic reports and dashboards to reveal campaign summary details,mobile response,domain delivery and email performance.Collaboration and workflow Customers can use an agency account structure(multiple sub-accounts under one administrative account)wh

303、ich helps customers collaborate on campaigns across teams and clients,while still maintaining control over account activity.Users can also set granular permissions for different users in their accounts,share templates between sub-accounts,and lock elements of their email templates to maintain brand

304、control if needed.Permission-based access governs what is assigned to the marketer;corporate is set with an admin level so they have full control.When content is created,it can be assigned to one or more locations which restricts access.When corporate creates a campaign or offer,franchisees can opt

305、in or out of that promotion.The tool provides a one-click template section with a preview area,responsive templates for mobile and multiple languages.It features a centralized repository of templates,mailing schedules,and access to all appropriate first-party data with associated governance rules.Th

306、is enables global marketing leaders to allow and restrict changes as desired and provides the ability to set parameters for scheduling,delivery,and other variables to ensure regional locations and small franchises are afforded enterprise-grade deliverability and performance.Third-party integration M

307、arigold offers a variety of connection options including assistance with integrations to Snowflake,Salesforce CRM,Microsoft Dynamics CRM,SugarCRM,Shopify,Magento,or any other system from CRM to POS,inventory to analytics.Pricing and support An annual contract is not required.A free trial or other pr

308、e-purchase testing is available.Depending upon customer needs including send volumes,solution add-ons,customized setup,and professional services,annual costs can range from just over$100 to more than$10M.Marigold Engage can serve businesses of all sizes.Marigold Engage Express is fit for the SMB mar

309、ket while Marigold Engage and Engage+are made for the global enterprise.Marigold provides a base level of support for free,with costs increasing for support packages to meet more comprehensive needs.Online help centers,in-app support options,and Marigolds support team are available around the clock

310、and around the globe to answer customer inquiries.Marigold operates a Global Strategy and Services team that can help customers with strategic and technical advisory,creative and design,assessments,audits and roadmaps,loyalty program design,analytics and insights and more.Several support packages ar

311、e available along with dedicated options.Marigold11 Lea Ave.Nashville,TN 2024 Third Door Media,Inc.37 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers GuideTarget customer Enterprise,mid-market or small businesses in B2B or B2B2C that require nu

312、rturing/lead scoring for large considered purchases or long sales cycles.Sales and/or marketing departments looking to align internally and personalize the digital customer experience.Industries include,but are not limited to tech,manufacturing,financial services and insurance,travel and transportat

313、ion,consumer packaged goods,and media and communication.Company overview Founded in 1977.135,000 employees.Publicly traded(NYSE:ORCL).Oracle acquired Eloqua in December 2012.Oracle offers suites of integrated applications plus secure,autonomous infrastructure in the Oracle Cloud.Product overview Ora

314、cle Eloqua is a marketing automation solution for cross-channel campaign orchestration that nurtures leads across each stage of the buying process.Use cases Campaign orchestration to create dynamic campaigns that intrigue buyers and adapt the multi-touch experience based on a buyers real-time activi

315、ties.Marketers can create optimized,personalized campaigns across email,display search,web,video,SMS,and mobile.Targeting and segmentation capabilities allow users to create rich customer profiles and target the right individuals with the most relevant information throughout the sales cycle.Customiz

316、able lead management capabilities enable marketers to leverage relevant data for powerful real-time automated lead scoring and routing across multiple campaigns and business lines.Achieving sales and marketing alignment with unified buyer intelligence to identify,prioritize,and track high-valued opp

317、ortunities and top-tier accounts across the sales cycle.Oracle Eloqua natively supports ABM,allowing marketers to better understand and identify accounts,expand their footprint within those accounts,engage relevantly with the right stakeholders and grow advocates for repeat sales.Data management and

318、 activation allow marketers to take the next best action with a contact based on real-time digital behaviors.Asset management for design and repurposing compelling emails,landing pages and content blocks that engage customers and efficiently manage assets across teams and campaigns.Marketing measure

319、ment and insights through flexible and powerful out-of-the-box reporting and detailed dashboards.Advanced intelligence capabilities that apply data science to observed behaviors and adapt experiences to the learned preferences of each individual.Oracle Eloquas data management capabilities allow for

320、data deduplication,normalization,and augmentation to keep data clean and updated.Eloqua enables integration with dozens of third parties to complete account and contact data ensuring its up to date in the system.Oracle Marketing 2300 Oracle WayAustin,TX 78741T:737-867- customersAon CiscoDow Jones Ma

321、zda Paciolan Swisscom VertivKey executivesRob Tarkoff,Executive Vice President,and General Manager,Oracle Advertising and CXRob Pinkerton,Senior Vice President,Marketing,Oracle Advertising and CXSrishti Sofat,Senior Vice President,Oracle Advertising and CXKatrina Gosek,Vice President,Product Managem

322、ent,Oracle Advertising and CX 2024 Third Door Media,Inc.38 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Marketing Automation Platforms:A Marketers GuideArtificial intelligence and machine learning Oracle Eloqua employs AI and ML for the following applications:To suggest next-best act

323、ions.To suggest content personalization For automatic campaign optimization For lead and account scoring/prioritizationAnalytics and reporting Oracle Eloquas marketing measurement capabilities bring powerful out-of-the-box and custom analytics and reporting,powered by Oracle Business Intelligence,to

324、 help marketers accurately track and measure business impact.Eloquas Account Engagement Dashboard enables marketers to identify,target and grow the most engaged accounts,with insights into products of interest and level of account engagement.Closed-loop reporting lets marketing teams see how sales o

325、pportunity revenue is attributed to marketing campaigns,enabling users to analyze overall campaign revenue performance(ROI)to identify the best and worst-performing campaigns.Collaboration and workflow Oracle Eloquas asset creation and management capabilities give marketers the ability to create com

326、pelling emails,landing pages,and forms,and manage those assets across their lifecycle.With reusable content blocks in the landing page and email editors,marketers can recycle marketing and brand-approved elements to power their scaled content needs.Managers and admins simply create approved content

327、blocks,and using permission settings,they can restrict who can edit and what can be edited for each block.Oracle Eloquas Program Canvas powers lead management,including lead routing and lead scoring.Program“Listener Steps”can decision on changes in contact information such as lead score,and take dif

328、ferent actions based on whether the lead exists already in the CRM,including updating the lead score,creating the lead in the CRM and routing the lead to sales with a task to offer a Demo.The Program Canvas not only manages tasks to route leads but also enables marketers to create lead-scoring model

329、s that will manage the criteria that qualify a lead.This automates the task of qualifying leads based on sales input regarding the leads they want to follow up with or track closely.Oracle Eloquas sales tools bring marketing and sales closer together,allowing for unified buyer intelligence to identi

330、fy,prioritize and track high-valued opportunities across the engagement cycle.Deploy detailed information about a prospect including web activity,email opens,form submissions and social activity providing sales with a more complete customer view and making it easier to prioritize potential opportuni

331、ties and buyer interests.Third-party integrations Oracle Eloqua supports native bi-directional integrations with Oracle Sales,Oracle CRM On Demand,Salesforce,and Microsoft Dynamics 365.Additional integrations are available through a partner or Oracle Integration Cloud Service for NetSuite,SugarCRM,S

332、AP CRM and Infor.In addition,REST API is available to integrate with other enterprise systems such as ERP,content management and data warehouses.The Oracle AppCloud provides access to 500-plus app partners with over 700 integrations,including LinkedIn Sales Navigator,Microsoft Outlook for Sales Tool

333、s,WeChat,AddThis,Cvent,Certain,Demandbase,Lattice,WebEx,GoToWebinar,CloudWords,Pinterest,LookBook HQ,SnapApp and LinkedIn.Marketers can also leverage the Oracle AppCloud Development Framework to create apps to access third-party data and content sources across the enterprise.Oracle Marketing 2300 Oracle WayAustin,TX 78741T:737-867- 2024 Third Door Media,Inc.39 https:/martech.orgVENDOR PROFILESMART