Marketing Automation at Dreamforce 2013

DreamforceIt’s that time of the year again…Dreamforce 2013.  In past years this has been a who’s who’s of marketing automation vendors but this year is more about who will not be there:  Eloqua and Hubspot.

Both vendors had a large presence in past Dreamforce shows and these defections may be a result of Salesforce’s purchase of ExactTarget.  Salesforce has branded it the ‘ExactTarget Marketing Cloud’ and it will likely be a large focus at the show.

Marketo (Titanium sponsor), Silverpop (Platinum sponsor), and Act-On (Sliver sponsor) will all be at the even and may not view the ExactTarget Marketing Cloud as an immediate threat.  That said, Marketing Cloud will be the focus and it does seem to put ExactTarget at more of an advantage at the show.  For example, Pardot, which is part of ExactTarget, has been given a entire session called “Pardot – New Features and Roadmap” and features Zach Bailey who was interviewed by Marketing Automation Times on November 12, 2013.

“The Salesforce Marketing Cloud is interesting.  I think that where this is all headed is there is definitely going to be a convergence and consolidation in the marketing automation space.  Luckily we are in a great spot to take advantage of that in that we are one of the top 3 vendors.  We are excited what the future holds,” said Bailey.

Clearly the future looked bright for Bailey and the Pardot crew when they sold out to ExactTarget for $95M.  The remaining stand alone marketing automation companies attending Dreamforce are hoping their future can prosper in the Salesforce ecosystem as well.


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