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Marketing 2.0
One Vendor’s View of the Marketplace
Henry Harbury, PhD
VP of Engineering
Market Size:At Least $4B
E-mail Marketing
Forrester Research
“US Interactive Marketing Forecast, 2007 To 2012”
In Transition to Marketing 2.0
“E-mail Marketing” “Marketing Automation”
Early Adopters
2% - 5% of the Market
WhatThe Marketer Wants
Target all prospects who:
 have ‘VP’ in their title
 are in NY, NJ, CT, MA
and who have recently
 responded to at least 3 of our emails
 attended at least 1 webinar
 visited our pricing page at least twice
What The Marketer Has To Do
Point Solutions + Data Silos + Manual Process = Major Headaches
WhatThe Marketer Really Needs
Marketing 2.0 for Everyone
• All tactical marketing channels on one platform
• Integrated reporting from aggregated data mart
TheVendor Landscape
AprimoAprimo
>$6k / mo>$6k / mo
LoopFuseLoopFuse
eTrigueeTrigue
EloquaEloqua
>$8k / mo>$8k / mo
MarketoMarketo
>$3k / mo>$3k / mo
GeniusGenius
>$3k / mo>$3k / mo
PardotPardot
$500 / mo$500 / mo
ExactTargeExactTarge
tt
>$5k / mo>$5k / mo
Vertical ResponseVertical Response
$5 CPM$5 CPM
LeadLanderLeadLander
$400 / mo$400 / mo
Constant ContactConstant Contact
$40 / mo$40 / mo
ResponsysResponsys
>$10k / mo>$10k / mo
How To Choose AVendor
Find a system that *you* can use yourself
• It should conform to your world view, not the other way about
Make sure you understand what it takes to operate
• Implementation can take months. Can you afford an extra headcount?
Choose a system that lets you evolve at your pace
• There should be no hidden fees as your sophistication grows
Avoid getting locked into long-term contracts
• This is a fast evolving market, and vendors don’t always keep up
Backup Slides
Network Topology

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Marketing 2.0: One Vendor's View of the Marketplace

  • 1. Marketing 2.0 One Vendor’s View of the Marketplace Henry Harbury, PhD VP of Engineering
  • 2. Market Size:At Least $4B E-mail Marketing Forrester Research “US Interactive Marketing Forecast, 2007 To 2012”
  • 3. In Transition to Marketing 2.0 “E-mail Marketing” “Marketing Automation” Early Adopters 2% - 5% of the Market
  • 4. WhatThe Marketer Wants Target all prospects who:  have ‘VP’ in their title  are in NY, NJ, CT, MA and who have recently  responded to at least 3 of our emails  attended at least 1 webinar  visited our pricing page at least twice
  • 5. What The Marketer Has To Do Point Solutions + Data Silos + Manual Process = Major Headaches
  • 7. Marketing 2.0 for Everyone • All tactical marketing channels on one platform • Integrated reporting from aggregated data mart
  • 8. TheVendor Landscape AprimoAprimo >$6k / mo>$6k / mo LoopFuseLoopFuse eTrigueeTrigue EloquaEloqua >$8k / mo>$8k / mo MarketoMarketo >$3k / mo>$3k / mo GeniusGenius >$3k / mo>$3k / mo PardotPardot $500 / mo$500 / mo ExactTargeExactTarge tt >$5k / mo>$5k / mo Vertical ResponseVertical Response $5 CPM$5 CPM LeadLanderLeadLander $400 / mo$400 / mo Constant ContactConstant Contact $40 / mo$40 / mo ResponsysResponsys >$10k / mo>$10k / mo
  • 9. How To Choose AVendor Find a system that *you* can use yourself • It should conform to your world view, not the other way about Make sure you understand what it takes to operate • Implementation can take months. Can you afford an extra headcount? Choose a system that lets you evolve at your pace • There should be no hidden fees as your sophistication grows Avoid getting locked into long-term contracts • This is a fast evolving market, and vendors don’t always keep up

Editor's Notes

  1. 10x the performance, 1/10th the cost Takes full advantage of cloud economics