Guía de software Marketing Automation para B2B. Por Marketingland.com [Informe completo de 53 pgs.] - ERP Spain.com - España y América Latina

Publicamos informe de marketingland.com de marzo de 2016 en el que analiza las principales plataformas de marketing automation para empresas B2B así como las principales cuestiones a tener en cuenta a la hora de seleccionar software de este tipo.

El informe tiene la siguiente distribución:

Scope and methodology........................................................................................................2

B2B marketing automation market overview .......................................................................3

Table 1: B2B Marketing automation systems revenue (in US$ millions)............................3

Table 2: How is the budget for marketing technology changing at your company?........3

Table 3: How would you describe the availability and utilization of marketing technology at

your company? ........................................................................................................................... 4

Consolidating vendor market attracts flood of venture capital...........................................4

Table 4: Selected B2B marketing automation financial transactions, 2014-2015 .............5

B2B marketing automation market trends............................................................................6

Trend #1: Marketing automation vendors enhance data-driven ad

capabilities via DMP acquisitions ........................................................................................6

Trend #2: Predictive analytics become the springboard to more personalized B2B

marketing approaches.........................................................................................................6

Trend #3: Expansive marketing automation ecosystem leads to integration,

strategy challenges..............................................................................................................7

Table 5: What would enable you to make better use of data technology in support of

marketing and advertising?...............................................................................................8

B2B marketing automation platform capabilities .................................................................8

Table 6: Selected B2B marketing automation platform capabilities...............................12

Choosing a B2B marketing automation platform ...............................................................13

The benefits of using B2B marketing automation...............................................................13

Recommended steps to making an informed purchase .....................................................13

Step One: Do you need a marketing automation platform?.............................................14

Step Two: Identify and contact appropriate vendors ........................................................15

Step Three: Scheduling the demo.....................................................................................16

Step Four: Check references, negotiate a contract...........................................................16

Conclusion.............................................................................................................................17

Vendor profiles .....................................................................................................................18

Act-On Software................................................................................................................18

Adobe Campaign..............................................................................................................21

Autopilot............................................................................................................................23

eTrigue...............................................................................................................................25

HubSpot ............................................................................................................................27

IBM Marketing Cloud (formerly Silverpop)........................................................................30

Infusionsoft........................................................................................................................32

Kahuna...............................................................................................................................35

Marketo .............................................................................................................................37

Oracle Eloqua....................................................................................................................39

Salesforce Pardot...............................................................................................................42

Salesfusion.........................................................................................................................45

Teradata Integrated Marketing Cloud...............................................................................47

Resources..............................................................................................................................49