Tag Archives: wcm

Lead Management Automation Systems Compared

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Stagnant email service providers becoming irrelevant? (see conclusion)

In a previous post there was a lively discussion about the terms Demand Generation and Lead Management Automation (LMA) systems. The consensus was that Lead Management System is part of the demand generation process, and focuses on managing leads you already have in your database (and capturing/importing new leads). Some example features:

  • building landing pages and registration forms
  • tracking the source of leads
  • collecting as much information as possible (web & data analytics)
  • nurturing via email and other channels
  • calculating a lead score until the prospect is sales-ready

But how does that compare to email marketing, web analytics and landing page optimization tools? In talking to several marketing managers, they often asked: “How do LMA systems compare to {fill in any other marketing software}”. In the next paragraphs I compare LMA systems with other popular marketing systems, and I hope to go more in-depth in future posts.

Email Marketing

Lead Management Systems can send out batch emails to a list, similar to Email Services Providers (ESPs) like VerticalResponse, ExactTarget and Constant Contact. Interesting enough, I’ve heard of several companies that still use ESPs in addition to their Lead Management System, not sure why. Let me know if you have ideas.

Lead Management Systems also provide lots of advanced email features, such as drip-marketing, event-based emails, heavily segmented and personalized emails (e.g. sent from the account of the responsible sales person), and event reminder emails. However, ESPs are also moving forward, and for example ExactTarget now also offers drip-marketing support.

Data Management

Some demandgen vendors provide data management features for deduplication and normalization. My personal opinion is that these features are usually somewhat limited, and that they’re not mature enough to replace specialized data cleaning solutions (Ringlead, DemandTools). But that may change soon, as LMA vendors keep expanding their offerings.

Web Analytics

All Lead Management Systems offer some kind of web analytics, mostly focused on marketing metrics. Only LMA systems aimed at smaller companies tend to offer generic web analytics (page views, referrers, etc.). In all other cases, you would still need a general-purpose Web Analytics systems, such Google Analytics, Coremetrics, Omniture or WebTrends.

There are also some specialized Web Analytics vendors that identify the company name of anonymous leads (Leadlander) or website activity for known leads (Genius.com). However, more and more LMA systems include this functionality. It ranges from fairly basic (Market2lead) to more comprehensive (Marketo, Genius Enterprise, ActiveConversion, LeadGenesys, Pardot).

Web Content Management

Lead Management Systems also do not replace Web Content Management systems, although it may be more common to have WCM features in Demand Generation in the future (earlier post). The only web pages they currently manage are landing pages or microsites. Those are usually hosted on a subdomain such as http://marketing.company.com. There are some exceptions: both Marketbright and Marqui include a full WCM system.

Landing page optimization & Website Personalization

An area where many Lead Management Systems can still improve is landing page optimization. In my opinion they should offer more features to optimize landing page conversion, which critical for Search Marketing efforts. There are dedicated vendors with a superior feature set, such as ion interactive, magnify360 and Sitebrand.

I’ve heard some vendors thinking about personalizing offers based on behavior of anonymous visitors to make it more likely that they register for an offer. Currently I’m not aware of any LMA vendors that offer this functionality: let me know if you know more about this…

Search Marketing

Search Engine Optimization and Pay-per-Click management are usually not included in Lead Management Systems. At most, LMA systems provide reporting on the lead source (which keywords, and organic search or PPC). It looks like SEO and PPC management will stay separate from Lead Management for the short to medium term. Personally I expect this will be integrated in the long term, as lead acquisition and lead management naturally complement each other, and cover the entire demand generation cycle.

Conclusion

Lead Management Automation vendors are rapidly expanding their functionality, but will not replace all specialized tools any time soon. I think we’ll see a consolidation of the industry of the next couple of years. Specialized vendors need to keep innovating, otherwise they will falter. Some categories are there to stay, such as Web Content Management and Web Analytics, but each will also expand their marketing automation features.

I’m not sure about Email Service Providers: In my opinion they either need to move towards lead management or become irrelevant. ExactTarget, Lyris and Silverpop are on the move, but VerticalResponse is at risk: even for small companies there are more effective lead management solutions (such as InfusionSoft).

What do you think: is there a future for pure-play ESPs?

Web Content Management for Lead Generation

This week’s news about the acquisition of Content Management vendor Interwoven by Autonomy made me think about the importance of website management for lead generation. Nowadays, most lead generation campaigns revolve around the website: SEO, AdWords, Email campaigns and even direct mail usually point to a website to capture responses. So the website clearly has an important role in lead generation.

Thinking about lead generation, what functionality would you expect in a CMS? I would look for the following:

  • Updates possible by non-technical users (WYSIWYG)
  • Search Engine Optimized & SEO Reporting
  • Landing pages
  • Registration forms integrated with Salesforce.com
  • A/B or multi-variate testing
  • Web Analytics integration, and automatic inclusion of other tracking code
  • Real-time visitor reporting (similar to Demandbase Stream)
  • Press Release distribution to PRWeb and others
  • Behavioral targeting
  • Fast downloads for downloads for trial software, videos and Flash demos (CDN)

There are some vendors that focus on these areas. First of all Hot Banana, who’s been focused on creating a ‘Marketing CMS’ for quite a while already, further emphasized after their acquisition by Lyris. However, few of their clients are in industries that rely on lead generation (such as tech companies).

I-Dialogue has also been around for many years, and their solution works from within Salesforce.com. They seem to be more focused on closed communities, but please correct me if I’m wrong.

There is one demand generation vendor that integrates a full Web Content Management system: Marqui. However, they had financial difficulties and have been acquired in the fall of 2008 by a group of investors: now they’re hiring again, so let’s hope that their new management can execute their vision.

In addition to their core SEO functionality, Hubspot offers a basic CMS for their entry-level customers. However, those are typically small companies, who are most likely migrating from either template-based Site Building tools or simple plain HTML websites: no advanced features to be found here.

Demand Generation software vendor Pardot is part of the Hannon-Hill group, a CMS vendor. Adam Blitzer, co-founder of Pardot, told me that Hannon-Hill just launched eCrowds, a hosted CMS for SMBs, and they are actively cross-selling the Pardot marketing automation system (see ‘add-on’ section on their pricing page). Also, there is some product integration: Pardot’s tracking tags and forms can easily be inserted into an eCrowds-based site. That’s interesting, and I’m curious to see how many customers will start using both.

There are also companies focused on landing pages alone, rather than a full CMS. For example, ion interactive and OnDialog (formerly Plurapage). When I lasted talked to OnDialog they were moving towards a full marketing suite, because landing pages along didn’t give enough revenue. Ion interactive has followed a strong thought-leadership campaign, including a recently published book on post-click marketing,and they seem to do pretty well, although they also introduced lower entry-level pricing.

Altogether, my gut feeling is that CMS software can definitely be optimized to support lead generation, but few customers are willing to pay a premium for it today. Most likely, website management will be added as an add-on to Demand Generation systems, or vice-versa. When the worst of the credit crunch is over (say 2010) we may even see some acquisitions: will Marketo or Eloqua acquire a CMS vendor, or will CMS vendors acquire marketing automation companies? What is your take?