A Busy Day in Marketing Automation Software

B2B demand generation | Marketing automation software

Yesterday was a very busy day in the marketing automation space with big announcements from Marketo and Act-On Software.

Marketo Launches SparkMarketing Automation

Marketo launched Spark, their new product for the SMB market, starting at $750 per month.

At Find New Customers we interpret this move as broadening their market in two ways:

  1. On the high-end, it frees up their flagship offering to move up-market against Eloqua. No longer will small companies be buying the flagship product. Future investments in the product can be targeted at large firms where companies like Eloqua and Aprimo/Teradata compete traditionally.
  2. On the low-end, Marketo has been feeling pressure as lower-end products grow more robust, like Pardot and Act-On Software. With product feature differences narrowing, Marketo facing growing pressures on maintaining a price premium. Hence a defensive move. Will it be enough to compete with Act-On and Pardot?

Act-On Software Announces Impressive Q3 Results

Speaking of Act-On Software, they announced very impressive results for Q3 – inking 164 new customers in the quarter, up from 132 in the prior quarter. In addition, recurring revenues grew by 400% over the same quarter in the prior year.

Act-On announced Hot Prospects – a Salesforce.com plug-in (similar in concept to an optional product offered by Marketo.) They also announced a partnership with InsideSales and the acquisition of MarketBright.

Lastly, Act-On hired new executives and added new offices.

Congratulations to both companies!

What do you think about the news from these two companies? We love comments and those who share.

Full Disclosure: Marketo is a partner of Find New Customers. Act-On Software is a client of Find New Customers.

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Jeff Ogden (@fearlesscomp) is the President of the B2B lead generation consultancy Find New Customers. Find New Customers helps companies dramatically improve revenue results by transforming the way they attract, engage and win new customers. Contact Find New Customers by calling (516) 495-9350 or sending an email to sales at findnewcustomers.com.

“If more companies listened to (Find New Customers) a lot more would be sold.” Dan McDade, Pointclear.


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