Welcome!

@BigDataExpo Authors: Ed Featherston, Yeshim Deniz, Liz McMillan, Pat Romanski, Elizabeth White

Blog Feed Post

Breaking News: Eloqua Acquisition Irrelevant to Mid-market

Why consolidation isn't a cure for the big picture challenges organizations face with sales and marketing technology.

As evidenced by Gartner’s recent projection that CMOs will overtake CIOs in terms of IT spending by 2017, marketing technology has become big business, attracting the attention of larger enterprise software providers. Analysts expect the consolidation to continue as companies like IBM, Teradata and others rush to acquire some form of marketing automation to augment their existing solutions. With the entry of big business into this niche space, it may be time to assess if these providers routinely develop solutions oriented at all levels of business operations or if their position might influence the shortsightedness with which they consider the needs of small and mid-sized companies.

Consolidation is typical in the software business once an application genre has reached a level of market saturation and feature differentiation is diminished. Marketing automation software has arrived at this destination. Consolidation, which will undoubtedly make lots of money for Fortune 500 software companies, is unlikely to benefit most customers.

Oracle has spun the value of its acquisition to Eloqua’s customer base with a promise of enhancements through the integration of Big Data and business intelligence tools. That’s probably pretty exciting for some of Eloqua’s biggest customers, particularly those who are already using or are interested in buying some of Oracle’s other software solutions. These enterprise organizations are already poised to manage the complexity of large volumes of disparate data that will accompany this level of integration.

For most mid-sized organizations, flooding their marketing automation with more data will create an unwieldy beast. These companies will also be reluctant to invest in more marketing technology when so far, marketing automation has failed to deliver on its promise of a consistent volume of high quality leads and a pipeline of rich opportunities.

Why is that? Mid-sized organizations are discovering that marketing automation is just a piece of the puzzle. To achieve ROI on the technology, organizations must invest 10X its cost to effectively run it. Marketing automation requires resources to support database development, content creation, integrated campaign execution to support demand generation, sales enablement tools to support the opportunity stage and reporting to support effective decision-making.

Larger organizations have the staff, budget and content assets in place to use marketing automation to its full potential. Small and mid-sized companies simply can’t do everything that is required to make use of marketing automation in its current state. They don’t need more add-ons for business intelligence and Big Data. These organizations need talent and resources to run an effective digital marketing program and to make proper use of the technology they already own.

Mid-sized companies can’t afford to get caught up in the drama and excitement of what consolidation might mean for marketing automation technology. Eloqua customers in this space need to steel themselves against the sales pitch to come. They’ll need to save every penny just to squeeze ROI out of the investment they’ve already made. The smart ones may already be looking for a provider that has figured out how to deliver technology and digital marketing services at a price point that fits the budget.

Learn more about Marketing as a Service (MaaS).

Share

Read the original blog entry...

More Stories By Emily Mayfield

Emily Mayfield, Director of Marketing at Manticore Technology, oversees strategy and execution for demand generation, public relations, and corporate communication. In her blog Funnel Focus, she explores best practices in marketing performance management, demand generation, and online marketing. Prior to joining Manticore in 2008, Emily was Director of Marketing at AHR, Inc, where she launched the company's nationwide online real estate education program and managed its e-commerce site. Emily graduated from the University of Texas at Austin with a degree in Corporate Communications.

@BigDataExpo Stories
24Notion is full-service global creative digital marketing, technology and lifestyle agency that combines strategic ideas with customized tactical execution. With a broad understand of the art of traditional marketing, new media, communications and social influence, 24Notion uniquely understands how to connect your brand strategy with the right consumer. 24Notion ranked #12 on Corporate Social Responsibility - Book of List.
Businesses are struggling to manage the information flow and interactions between all of these new devices and things jumping on their network, and the apps and IT systems they control. The data businesses gather is only helpful if they can do something with it. In his session at @ThingsExpo, Chris Witeck, Principal Technology Strategist at Citrix, will discuss how different the impact of IoT will be for large businesses, expanding how IoT will allow large organizations to make their legacy ap...
What does it look like when you have access to cloud infrastructure and platform under the same roof? Let’s talk about the different layers of Technology as a Service: who cares, what runs where, and how does it all fit together. In his session at 18th Cloud Expo, Phil Jackson, Lead Technology Evangelist at SoftLayer, an IBM company, spoke about the picture being painted by IBM Cloud and how the tools being crafted can help fill the gaps in your IT infrastructure.
SYS-CON Events announced today that Niagara Networks will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Niagara Networks offers the highest port-density systems, and the most complete Next-Generation Network Visibility systems including Network Packet Brokers, Bypass Switches, and Network TAPs.
What happens when the different parts of a vehicle become smarter than the vehicle itself? As we move toward the era of smart everything, hundreds of entities in a vehicle that communicate with each other, the vehicle and external systems create a need for identity orchestration so that all entities work as a conglomerate. Much like an orchestra without a conductor, without the ability to secure, control, and connect the link between a vehicle’s head unit, devices, and systems and to manage the ...
DevOps at Cloud Expo – being held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA – announces that its Call for Papers is open. Born out of proven success in agile development, cloud computing, and process automation, DevOps is a macro trend you cannot afford to miss. From showcase success stories from early adopters and web-scale businesses, DevOps is expanding to organizations of all sizes, including the world's largest enterprises – and delivering real results. Am...
In this strange new world where more and more power is drawn from business technology, companies are effectively straddling two paths on the road to innovation and transformation into digital enterprises. The first path is the heritage trail – with “legacy” technology forming the background. Here, extant technologies are transformed by core IT teams to provide more API-driven approaches. Legacy systems can restrict companies that are transitioning into digital enterprises. To truly become a lea...
In his session at @ThingsExpo, Kausik Sridharabalan, founder and CTO of Pulzze Systems, Inc., will focus on key challenges in building an Internet of Things solution infrastructure. He will shed light on efficient ways of defining interactions within IoT solutions, leading to cost and time reduction. He will also introduce ways to handle data and how one can develop IoT solutions that are lean, flexible and configurable, thus making IoT infrastructure agile and scalable.
SYS-CON Events announced today that Sheng Liang to Keynote at SYS-CON's 19th Cloud Expo, which will take place on November 1-3, 2016 at the Santa Clara Convention Center in Santa Clara, California.
So, you bought into the current machine learning craze and went on to collect millions/billions of records from this promising new data source. Now, what do you do with them? Too often, the abundance of data quickly turns into an abundance of problems. How do you extract that "magic essence" from your data without falling into the common pitfalls? In her session at @ThingsExpo, Natalia Ponomareva, Software Engineer at Google, provided tips on how to be successful in large scale machine learning...
Cognitive Computing is becoming the foundation for a new generation of solutions that have the potential to transform business. Unlike traditional approaches to building solutions, a cognitive computing approach allows the data to help determine the way applications are designed. This contrasts with conventional software development that begins with defining logic based on the current way a business operates. In her session at 18th Cloud Expo, Judith S. Hurwitz, President and CEO of Hurwitz & ...
The Transparent Cloud-computing Consortium (abbreviation: T-Cloud Consortium) will conduct research activities into changes in the computing model as a result of collaboration between "device" and "cloud" and the creation of new value and markets through organic data processing High speed and high quality networks, and dramatic improvements in computer processing capabilities, have greatly changed the nature of applications and made the storing and processing of data on the network commonplace.
An IoT product’s log files speak volumes about what’s happening with your products in the field, pinpointing current and potential issues, and enabling you to predict failures and save millions of dollars in inventory. But until recently, no one knew how to listen. In his session at @ThingsExpo, Dan Gettens, Chief Research Officer at OnProcess, will discuss recent research by Massachusetts Institute of Technology and OnProcess Technology, where MIT created a new, breakthrough analytics model f...
Without a clear strategy for cost control and an architecture designed with cloud services in mind, costs and operational performance can quickly get out of control. To avoid multiple architectural redesigns requires extensive thought and planning. Boundary (now part of BMC) launched a new public-facing multi-tenant high resolution monitoring service on Amazon AWS two years ago, facing challenges and learning best practices in the early days of the new service. In his session at 19th Cloud Exp...
The Internet of Things can drive efficiency for airlines and airports. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Sudip Majumder, senior director of development at Oracle, will discuss the technical details of the connected airline baggage and related social media solutions. These IoT applications will enhance travelers' journey experience and drive efficiency for the airlines and the airports. The session will include a working demo and a technical d...
Almost two-thirds of companies either have or soon will have IoT as the backbone of their business in 2016. However, IoT is far more complex than most firms expected. How can you not get trapped in the pitfalls? In his session at @ThingsExpo, Tony Shan, a renowned visionary and thought leader, will introduce a holistic method of IoTification, which is the process of IoTifying the existing technology and business models to adopt and leverage IoT. He will drill down to the components in this fra...
Digital transformation is too big and important for our future success to not understand the rules that apply to it. The first three rules for winning in this age of hyper-digital transformation are: Advantages in speed, analytics and operational tempos must be captured by implementing an optimized information logistics system (OILS) Real-time operational tempos (IT, people and business processes) must be achieved Businesses that can "analyze data and act and with speed" will dominate those t...
I'm a lonely sensor. I spend all day telling the world how I'm feeling, but none of the other sensors seem to care. I want to be connected. I want to build relationships with other sensors to be more useful for my human. I want my human to understand that when my friends next door are too hot for a while, I'll soon be flaming. And when all my friends go outside without me, I may be left behind. Don't just log my data; use the relationship graph. In his session at @ThingsExpo, Ryan Boyd, Engi...
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 19th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world and ThingsExpo Silicon Valley Call for Papers is now open.
Adobe is changing the world though digital experiences. Adobe helps customers develop and deliver high-impact experiences that differentiate brands, build loyalty, and drive revenue across every screen, including smartphones, computers, tablets and TVs. Adobe content solutions are used daily by millions of companies worldwide-from publishers and broadcasters, to enterprises, marketing agencies and household-name brands. Building on its established design leadership, Adobe enables customers not o...