Marketing Automation at Dreamforce 2013


It’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 […]

Marc Benioff Talks About ExactTarget Purchase

Salesforce CEO Marc Benioff Keynotes Dreamforce Cloud Computing Event

Forbes interviewed CEO Marc Benioff and he shared new insight on the company’s purchase of ExactTarget. Question: You’ve said you’re confident that your most recent acquisition, the $2.5 billion purchase of ExactTarget, a cloud marketing platform provider, is going to be a success. Why? Somebody needs to be the platform that connects all these […]

Salesforce and ExactTarget … It’s Not About You

Salesforce Purchases ExactTarget

It’s interesting that most of the press and opinion that I have seen about the recent acquisition of ExactTarget by has focused on their entrance into the marketing automation space via the Pardot portion of the portfolio. This obsession with marketing automation is not, of course, an isolated phenomenon … ask a B2B marketer […] Snubs Eloqua on the AppExchange


Eloqua has gone missing from’s AppExchange.  The AppExhange is where partners display their solutions to the customer community and the removal of Eloqua is not surprising given the very public rivalry between CEO, Mark Benioff, and Oracle CEO, Larry Ellison. Eloqua maintains that the relationship with Salesforce will remain strong and Oracle’s roadmap for […]

Salesforce Purchases ExactTarget for $2.5 Billion

Salesforce Purchases ExactTarget announced that it will spend $2.5 billion to acquire ExactTarget which will be the company’s largest purchase to date. ExactTarget’s customers include Coca-Cola, Nike, and The Gap and it ran a $21 million loss on $292 million in revenue last year. This $2.5 billion price tag is far more than the Oracle deal for Eloqua […]

Marketo: Interview with Jon Miller

Jon Miller from Marketo

At Dreamforce 2012 we caught up with Jon Miller, VP of Marketing Content and Strategy at Marketo.  This interview was conducted before the public announcement that Oracle had purchased Eloqua for $871 million and ExactTarget had purchased Pardot for $95 million. What happened to Spark? Spark is still alive inside Marketo but we decided not […]

Eloqua Purchased by Oracle for $871 Million

Oracle has purchased Eloqua for $810 million as the company continues to invest in the Oracle Cloud to better compete with and SAP.  Eloqua, founded in 2000, went public in August and has yet to turn a profit. For the nine months ended Sept. 30, the company’s loss widened to $7.6 million on revenue of $68.8 million, 37% higher than […]

Eloqua: Interview with Heidi Melin

Heidi Melin, Eloqua CMO

At Dreamforce 2012 we caught up with Heidi Melin, Chief Marketing Officer at Eloqua: When I was CMO at Polycom we needed to demonstrate the value that Marketing was providing to the organization and I could not do that in a credible fashion without a marketing automation platform like Eloqua.  During our evaluation process there […]

Marketing Cloud to be Focus at Dreamforce

Screen shot 2012-09-14 at 10.26.05 AM

With Dreamforce starting next week, we thought it would be interesting to give a preview of the event.  Last year was all about ‘The Social Enterprise’ and from what Salesforce has already published, this year will be driven by ‘The Marketing Cloud’. The combination of Buddy Media (social media marketing platform) and Salesforce Radian6 (social […]

Dreamforce 2012 Marketing Automation Sessions

dreamforce_logo2 just published the sessions for their annual Dreamforce conference.  While the agenda builder allows you to sort session via the terms ‘Marketing Cloud’ or ‘Marketing Professionals’ there is no way to run a filter based on ‘Marketing Automation’.  Also missing is any session that has ‘Marketing Automation’ in the title. That said, we have […]