Oracle Unveils Its ‘Marketing Cloud’

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Oracle announced the launch of the Oracle Marketing Cloud, which combines technology from a number of the company’s acquisitions, including Eloqua,Compendium, Responsys, and BlueKai. Marketing Cloud will allow customers to run marketing campaigns (and manage data related to those campaigns) on web, social, mobile, and email. It also integrates with Oracle’s existing Social Cloud , and includes tools for content marketing. Salesforce […]






IBM Buys Silverpop

IBM and Silverpop

IBM announced that is has acquired Silverpop for an undisclosed sum.  Other IBM buys in the marketing space include Unica, Core Metrics and DemandTech. It’s either a strategic move that boosts Big Blue’s digital marketing platform or it’s an acquisition IBM had to make because everyone else is adding marketing automation capabilities to their product suite. Oracle purchased Eloqua two years […]






Forrester Marketing Automation Review

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Forrester Research has released it’s latest report: “The Forrester Wave™ Lead-To-Revenue Management Platform Vendors” in which top marketing automation vendors are evaluated on 75 criteria.  The criteria is grouped into three high-level buckets: Current Offering, Strategy, and Market Presence – which, combined, determined the Forrester Wave™ rankings. Adobe, Act-On CallidusCloud, IBM, Marketo, Oracle, Salesforce.com, Salesfusion, Silverpop are included in the report. According to […]






Oracle Buys Responsys for $1.5 Billion

Oracle and Responsys

Oracle continued it’s push to ‘own the CMO’ by saying it will acquire email marketing provider Responsys for $1.5 billion.  The company went public in 2011 at $12 a share and the deal works out to a 38 percent premium over Responsys’ closing price on Thursday.  Responsys clients include JetBlue Airways, Vodafone, Lenovo, and Epson. “Our […]






Hubspot Hires Joe Chernov

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Joe Chernov has joined Hubspot as VP of Content.  Chernov had been with Boston startup, Kinvey, that he joined just 22 days after Eloqua’s IPO in August 2012.  Prior to joining Kinvey, Chernov served as Eloqua’s VP of Content Marketing and had been with the company since 2009. Here is what Chernov had to say about […]






Marketing Automation at Dreamforce 2013

Dreamforce

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 […]






Marketing Automation Will Boost Your Bottom Line

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The modern professional has a lot on her plate. Whether you run a business, lead a marketing team or nurture sales leads, the balance of satisfying existing customers and gathering new business demands 100 percent focus and then some. That’s where marketing automation can help. Part personal assistant, part data specialist, this software knocks out […]






Four Essential Implementation Steps for Successful Marketing Automation

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We know that marketing automation (MA) platforms present deep potential for marketers to enhance connections with prospects – nothing mind-boggling there. A less broadly accepted concept, though, is that implementing MA for the greatest return takes work – quite a lot of work actually. Fail to respect the challenges MA presents, and your road will […]






Hubspot Inbound 2013 Recap

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Hubspot’s INBOUND 2013 Conference in Boston kicked off with co-founders Brian Halligan and Dharmesh Shah as they unveiled a new product to help companies manage their websites called the Content Optimization System, a social media tool in Social Inbox, and updated analytics to help marketers bridge the gap between their web analytics and their CRM […]