MARKETING AUTOMATIONSolutionS

GuiDE to

MAY 2012

2

AUTOMATION OVERVIEW 3

ACT-ON SOFTWARE 4

APRIMO 5

ELOQUA 6

ETRIGUE 7

GENIUS 8

HUBSPOT 9

LEADLIFE SOLUTIONS 10

MANTICORE 11

MARKETO 12

NEOLANE 13

PARDOT 14

RIGHT ON INTERACTIVE 15

SALESFUSION 16

SILVERPOP 17

TREEHOUSE INTERACTIVE 18

TABLE OF CONTENTS

3

AUTOMATION OVERVIEW

The B2B marketing automation industry is growing rapidly, as organizations tap technology to enhance their demand generation efforts and implement processes for repeatable success. Marketing automation providers across the board indicated record-breaking growth in Q1 2012, as well as plans for aggressive expansion in personnel and product offerings.

According to SiriusDecisions benchmarks, 18% of B2B organizations are using a marketing automation platform. The research firm forecasts adoption rates to reach 40% by 2016.

For B2B marketers that realize the benefits of implementing a marketing automation system, rolling out and using the technology can be an intimidating venture. Due to the complexity of automating marketing programs, there are many issues to consider.

While adoption rates continue to climb, a vast majority (85%) of marketing automation users that have adopted a platform do not believe they are using its full potential, according to SiriusDecisions. As a result, experts emphasize the need for a clearly defined approach to get the most out of game-changing automation technology.

As new adopters navigate this roadmap to success, DemandGen Report is catering to growing community demand for marketing automation education. B2B organizations in the early stages of implementation are challenged to build a plan for effectiveness from the ground up.

Rather than rush to make an automation purchase before taking the time to define internal requirements, new adopters should survey their internal stakeholders to determine their expectations and needs from marketing automation technology. By taking a cross-functional approach to extend the decision-making process

beyond the marketing team, adopters that include sales, operations, customer service and finance stakeholders can more efficiently cater to the impact that automation technology will have on each team.

When selecting a vendor, it’s important to consider immediate and future internal strategy and plans. DemandGen Report advises adopters to focus on:

•the features that can extend the life of demand generation programs;

•Efficientlydeliveringreal-timeinformationandkeydata;

•Pickingasystemthatintegrateswithcurrentlyimplementedanddeployedtechnology;and

•Choosingvendorsthatfocusonprovidingrelevantthoughtleadershipcontentformarket-generatedsuccess.

In the Guide to Marketing Automation Solutions, DemandGen Report surveyed solution providers directly to deliver key informative insights on each organization’s business model, market approach and offerings, including:

•Corporate headquarters location;

•Companyinception;

•number of customers;

•Growthratesandprojections;

•Specialverticalfocus;

•Productoverviewandrecentlyaddedfeatures;

•Marketpositionandaccolades;and

•Pricingmodels.

*Solution providers are listed alphabetically and were each afforded the opportunity to share any and all relevant and updated information on the above points.

VENDOR PROFILE

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WHAT’S NEW?Act-On Software has introduced a number of new and updated features during the past 12 months. New advanced campaign capabilities include progressive profiling rules, dynamic content that targets different segments of a marketing list with relevant content, survey components, and enhanced search engine optimization features. New ROI reporting and analysis options include revenue performance reports to track specific ROI on marketing campaigns; campaign performance reports; and enhanced web site visitor tracking reports that include visits to landing pages, forms and Twitter. Finally, new integrations and performance enhancements include GoToWebinar and Litmus integration; the Hot Prospects real-time lead and opportunity barometer; profile-based lead scoring; and the ability to define a standard set of field names for lists and form fields.

GROWTH RATE AND PROJECTIONAct-On Software reported a growth rate in its customer base of 320% between Q2 2011 and Q2 2012. The company expects to continue its triple-digit growth during the second half of 2012

PRODUCT OVERVIEWThe Act-On Marketing Service comes with an integrated set of inbound and outbound marketing tools that work together to enable marketers to generate demand by tapping tools including web forms and landing page; tracking site visits, clicks and campaigns; using drip marketing and behavioral scoring and segmenting leads.

Customers also receive access to Act-On University, which offers live training classes and shares best practices on the platform’s core features.

INTEGRATION SUPPORTThe Act-On platform integrates with salesforce.com, Sugar CRM, Microsoft Dynamics CRM and SalesLogix. The platform also provides integration support for Litmus.com, Coremetrix, Google Analytics, Data.com, Facebook, Twitter, Bit.ly, WebEx Event Center and GoToWebinar. In addition, Act-On provides a SOAP-based API for custom integrations.

FEATURED CUSTOMERSAct-On Software’s primary customer focus is marketing teams working at large enterprises and mid-sized firms. Featured customers include Progressive, IBM, Associated Bank, Cisco, Motorola, InsideSales.com, HA Advantage and Liberty Tax Service.

ACCOLADESAct-On Software was named to AlwaysOn’s OnMedia 100 Top Private Companies for 2012. In addition, Gleanster rated Act-On Software “best” in marketing automation ease of use, ease of development and overall value in its Gleansight Benchmark Report. Act-On was also named one of the top three active marketing automation vendors in Gleanster’s 2012 report.

PRODUCT PRICINGPricing for the Act-On Marketing Service starts at $500 a month. Product pricing is all-inclusive, covering implementation and technical support, live training and best practices, and a dedicated client success manager.

FOUNDED: 2008

CORPORATE HEADQUARTERS:Beaverton, Oregon

NUMBER OF CUSTOMERS:Act-On Software currently serves

over 650 customers; about 85% of these are B2B firms.

VENDOR PROFILE

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PRODUCT OVERVIEW Aprimo’s integrated marketing software is designed to enable B2B and B2C marketers to effectively observe and react to constantly evolving marketing demands and, as a result, better shape campaigns to optimize budgets and streamline workflow across multiple channels. Aprimo provides tools to analyze marketing conditions, capitalize on social media, measure and analyze ROI, and create more meaningful and timely dialogue with potential customers.

INTEGRATION SUPPORTAprimo Real-Time Interaction Manager will soon be available on Salesforce’s AppExchange. Aprimo also offers implementation assistance and support through Aprimo University, and the company partners with third-party support provider EMMcare, which provides additional implementation support, in-person training and specialized product expertise.

FEATURED CUSTOMERSAprimo works primarily with enterprises and mid-sized firms in verticals including financial services, pharmaceutical, technology, retail, entertainment and marketing. Featured customers include mapping software company Esri, Hallmark, Ingram Micro, International Speedway Corporation, biopharma industry leader UCB, global recruiting company Michael Page International and Avenue100 Media Solutions.

ACCOLADESAprimo was positioned as a “Leader” in that Gartner Research Magic Quadrants for Integrated Marketing Management Multi-Channel Campaign Management and Marketing Resource Management. Aprimo also won a 2012 Gold Stevie Award in the “Marketing Solution -- New Version” category.

WHAT’S NEW?Aprimo has made a number of enhancements to its Integrated Marketing Management (IMM) solution, including new data-driven functionality provided via integrations with parent company Teradata’s data warehousing and analytics products. Other updates include a streamlined user interface, improved reporting tools, new mobile-access capabilities and the ability to integrate third-party data into marketing campaigns. Aprimo has also announced a new inbound marketing and offer-management solution within its IMM suite, Aprimo Real-Time Interaction Manager, that analyzes customer interactions to provide the best real-time offers for individual customers.

FOUNDED: 1998

CORPORATE HEADQUARTERS:Indianapolis, Indiana

NUMBER OF CUSTOMERS:Aprimo currently works with more than

400 firms in both B2B and B2C markets, including over 150,000

marketers worldwide.

VENDOR PROFILE

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PRODUCT OVERVIEWEloqua provides on-demand Revenue Performance Management solutions designed to help businesses sharply increase revenue and more accurately predict future business growth. Eloqua offers a wide range of products and services for fast growing businesses to align sales and marketing, identify and nurture revenue opportunities and measure marketing and sales effectiveness.

INTEGRATION SUPPORT Eloqua integrates with salesforce.com, Oracle CRM on Demand, Microsoft Dynamics, NetSuite, Saleslogix and a host of homegrown CRM solutions. In June 2011, Eloqua unveiled the Eloqua AppCloud, a marketplace that currently includes more than 50 B2B marketing applications. Eloqua also uses an open API that allows the company to partner with third-party developers.

FEATURED CUSTOMERSEnterprises represent 28% of Eloqua’s customer base, while mid-sized firms represent 45% and SMBs 27%. Eloqua has extensive experience in the high-tech and software industries, professional and technical services, and financial services, with additional customers representing business services, publishing, manufacturing, education and sports/entertainment. Featured customers include McAfee, PerkinElmer, Golden State Warriors, Rosetta Stone, Sony, Colt Technology, Dow Jones and Concur.

ACCOLADES Eloqua received a 2012 Gold Stevie Sales and Customer Service award for its Eloqua Discover for Salesforce.com solution, and a 2012 CODiE award in the “Best Sales & Marketing Intelligence” category for the Eloqua Marketing Automation platform. Other recent accolades include a 2011 Golden Bridge Award for the Eloqua10 platform, and in 2011 Corporate Executive Board recognized Eloqua’s Grande Guide series of e-books as the “Coolest” marketing campaign.

WHAT’S NEW? In June 2011 Eloqua officially announced the Eloqua AppCloud, an online marketplace for B2B marketing applications, that provides direct connectivity between more than 50 third-party solutions and Eloqua’s platform. In July 2011, Eloqua introduced Revenue Suite, a set of workflow tools for defining revenue cycle stages and dashboards that track the health of integrated sales and marketing pipelines. At the end of 2011, Eloqua released Eloqua Social Suite, a set of applications that help marketers take advantage of social media platforms, featuring social sharing and content apps, social data apps, and social reports and dashboards. In early 2012, Eloqua launched Eloqua Engage for the iPad, an email app that enables field sales professionals to access and customize pre-built templates and track recipient responses.

PRODUCT PRICING

Eloqua’s pricing is based on the number of contacts in a company’s database; it includes unlimited usage of email, forms and landing pages. The typical cost for a database with less than 10,000 contacts varies between $2,000 and $6,400 per month, depending upon the selected service offering.

FOUNDED:1999

CORPORATE HEADQUARTERS:Vienna, Virginia

NUMBER OF CUSTOMERS:Eloqua works with more than 80,000

global users; the company’s customer base is 85% BtoB

and 15% BtoC.

VENDOR PROFILE

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GROWTH RATE AND PROJECTIONSeTrigue’s customer base grew 73% between Q2 2011 and Q2 2012. The company expects growth to continue at 70%-80% during the second half of 2012.

PRODUCT OVERVIEW eTrigue DemandCenter is a marketing automation platform designed to enable marketers to streamline the launch and management of campaigns to generate, nurture and qualify more leads. eTrigue provides the ability to monitor, react to and report on individual online behaviors and automatically follow-up to prospects with relevant and timely information. eTrigue DemandCenter functionality is designed to help marketers quickly launch email marketing programs, identify, qualify, score and track all prospect activities, and report on and optimize campaign effectiveness. eTrigue SalesPro is a Sales Acceleration tool designed to give sales reps the real-time sales intelligence they need to sell more effectively. Features include unlimited trackable email, web site activity tracking, email alerts and live tracking from within Salesforce CRM.

INTEGRATION SUPPORTeTrigue DemandCenter can be integrated with salesforce.com and Microsoft Dynamics CRM. A number of third-party professional services partners provide additional implementation support, up to and including full turnkey management.

FEATURED CUSTOMERS About 70% of eTrigue’s customers are enterprise deployments. The company has particular experience serving customers in the technology (hardware and software), IT services, healthcare, manufacturing, professional services (marketing) and financial industries. Featured customers include Cisco, Skype, Sesame Software, SoftMart and Integrant.

WHAT’S NEW? In the past year, eTrigue introduced new drag-and-drop campaign creation, visualization and management tools. It also added drag-and-drop tabbed prospect data displays and enhanced event integration capabilities for tracking and managing webcast and live-event attendance data.

ACCOLADES eTrigue received top honors in all categories of Gleanster’s Gleansight: Marketing Automation Benchmark Report, including Gleanster’s “Best” ranking in three of four evaluation categories and a top ranking in all categories. In 2011, eTrigue client Skype earned a DemandGen Report Sales & Marketing Alignment Award for using eTrigue DemandCenter marketing automation to achieve a 650% increase in qualified leads. Clients Sliver Peak Systems and Cisco have also been acknowledged in prior DemandGen Report awards for their use of eTrigue DemandCenter SaaS.

PRODUCT PRICINGeTrigue pricing is based on the number of contacts in the customer’s database. Pricing starts at $1,000 per month for less than 10,000 contacts and goes up to $3,500 per month for up to 250,000 contacts. Custom pricing is available for larger deployments. All pricing includes setup, training and unlimited support.

FOUNDED: 2005

CORPORATE HEADQUARTERS:San Jose, California

NUMBER OF CUSTOMERS:eTrigue works with more than

300 customers.

VENDOR PROFILE

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PRODUCT OVERVIEW Genius provides marketing automation, demand generation and email marketing solutions designed to enable marketing and sales teams to quickly identify and connect with their best prospects.

CRM INTEGRATION The company integrates directly with salesforce.com, along with various solutions via API and a number of pro services including SugarCRM, Oracle On Demand, Sage and NetSuite.

FEATURED CUSTOMERS Genius offers its suite of SaaS solutions to a variety of companies including Intuit, IntownSuites, Lumension Security, Newscale and Cisco Webex. The company works with the technology and telecom services sectors, as well as business services and manufacturing to kick start sales rates and enhance marketing effectiveness.

ACCOLADES Genius was rated number one on a list compiled by salesforce.com for its AppExchange for Marketing Automation and Demand Generation, and was named one of Inc.’s 500 fastest growing companies.

WHAT’S NEW? In July 2011, Genius announced the launch of its e-Commerce store, in addition to an enhanced self-help center, to help marketers in smaller companies ease the addition of automation tools and functions. The new online store is designed to enable users to upgrade their Genius accounts to meet growing email marketing and demand generation needs. Similar to a B2C e-Commerce transaction, users can select their product needs and add them to a shopping cart, submit credit card information and complete the transaction. The account changes are added within 12 hours.

FOUNDED: 2004

CORPORATE HEADQUARTERS:San Mateo, California

NUMBER OF CUSTOMERS:Genius works with more than 650 customers to manage marketing

automation and demand generation efforts.

VENDOR PROFILE

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GROWTH RATE AND PROJECTIONSHubSpot added about 2,000 new customers since the end of Q2 2011. According to the most recent available figures, HubSpot’s total revenue grew by 81% between 2010 and 2011, employee growth topped 73% during the same period and the company’s customer base now includes firms in 43 countries.

PRODUCT OVERVIEW HubSpot is an all-in-one marketing software platform for companies of all sizes. HubSpot’s software is designed to help organizations get found online by more qualified visitors, and help marketers convert more visitors into leads via enhanced tools and analytics for smarter marketing investments.

INTEGRATION SUPPORT HubSpot offers plug-and-play integration with salesforce.com, SugarCRM, Microsoft Dynamics CRM, NetSuite, Infusionsoft, Nimble and Highrise, and can integrate with virtually any open, web-based CRM through its API. HubSpot’s open API also allows third-party developers to build custom integrations and use HubSpot data. The company’s developer marketplace now includes over 50 apps.

HubSpot offers consulting, implementation assistance and support to all customers, and the company works with a network of several hundred partners, service providers and value-added resellers.

FEATURED CUSTOMERS HubSpot serves customers in a wide range of industries and occupations, with a strong focus on small businesses with 10-200 employees.

WHAT’S NEW? Key recent improvements to the HubSpot platform include an updated Marketing Dashboard with monthly goal tracking and A/B testing and analytics features, including a dedicated call-to-action module. HubSpot also added fully integrated email marketing capabilities, along with improved lead management tools that incorporate more data and offer greater flexibility. New enterprise lead nurturing tools allow users to quickly create targeted email campaigns, and a custom lead grader app offers customized lead scoring capabilities. The company also added automatic mobile-display optimization of email and web pages hosted on the HubSpot CMS.

ACCOLADES During 2011, HubSpot was named the “#2 Fastest Growing Software Company” and the “#33 Fastest Growing Company” overall in the Inc. 500, and Forbes identified HubSpot as one of “America’s 20 Most Promising Companies.” In addition, Deloitte named HubSpot the “#8 Fastest Growing Company” in North America.

PRODUCT PRICINGHubSpot offers three SaaS product tiers, “Basic,” “Professional” and “Enterprise,” with prices starting between $200 and $700 per month. Specific pricing varies based on the number of contacts that a HubSpot user stores in its leads database.

FOUNDED: 2006

CORPORATE HEADQUARTERS:Cambridge, Massachusetts

NUMBER OF CUSTOMERS:Hubspot currently serves more than 6,300 active customers. Approximately 4,100 of these

are B2B firms.

VENDOR PROFILE

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GROWTH RATE AND PROJECTIONSLeadLife reported a 52% growth rate in its customer base between Q2 2011 and Q2 2012. Total revenue grew by 34% from Q4 2011 to Q1 2012, and the company expects growth to continue at a rate of 50%-100% during the second half of 2012.

PRODUCT OVERVIEW LeadLife Solutions emphasizes the application of technology to processes. The company made enhancements to its Drip Marketing Campaign functionality, designed to offer marketers an intuitive user interface that supports complex nurturing sequences. By combining people and technology, LeadLife provides a complete lead management solution for its clients.

INTEGRATION SUPPORTLeadLife’s technology can be integrated with salesforce.com, SugarCRM and other leading CRM systems; custom integration is available for proprietary CRM systems. The platform also supports a Microsoft Outlook plugin, and an API is available for third-party developers.

LeadLife also offers bundled “Brawn and Brains” solutions that combine the company’s marketing automation technology with the services of lead management experts in specialties including Strategy, Content Creation, Design, Lead Nurturing, Lead Process Development and Analytics.

FEATURED CUSTOMERS LeadLife primarily serves firms in the SMB market. Customers represent industries including IT and business consulting services, technology and healthcare. Featured customers include TAB, Sutherland Global Services, Pyramid Consulting, RockTenn, Harvey Watt and The Gents’ Place.

WHAT’S NEW? In Q4 2011, LeadLife released its second-generation marketing automation product.The new version was rebuilt from the ground up; it features a web 2.0 user interface and a visual campaign builder with drag-and-drop functionality that allows marketers to build nurturing sequences based on each prospect’s buying process. Other key additions include a rules builder that allows users to set rules for lead scoring, CRM integration and data cleansing, along with more than 50 out-of-the-box reports that allow marketers to analyze campaigns, leads, assets and more. The updated solution also includes analyses to identify and target prospects and to assess planned activities against marketing forecasts.

ACCOLADES LeadLife President Lisa Cramer was recognized in the Top 10 of SLMA’s Top 50 Most Influential People in Sales Lead Management in 2009 and 2010.

PRODUCT PRICINGLeadLife pricing is based on three service tiers starting at $750, $1,500 and $2,500 per month, respectively. Custom packages are available with individual pricing.

FOUNDED: 2008

CORPORATE HEADQUARTERS:Atlanta, Georgia

NUMBER OF CUSTOMERS:LeadLife currently serves 70-150

customers.

VENDOR PROFILE

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GROWTH RATE AND PROJECTIONSManticore saw a consistent 30% growth in its customer base in 2009 and 2011, and projected 50% growth acceleration in 2011.

PRODUCT OVERVIEW Manticore Technology’s marketing automation platform is designed to offer BtoB marketers the ability to manage marketing funnels from lead generation to closed business. With key features including real-time list segmentation; multi-touch sales and marketing nurture programs; lead response tracking and behavior profiling; multi-model lead scoring; real-time alerts and notifications and deep CRM integration, Manticore is focused on enabling Sales and Marketing teams to effectively prioritize efforts with the most qualified, purchase-ready leads.

CRM INTEGRATION Manticore’s custom connectors to salesforce.com, Oracle CRM On Demand, and Microsoft Dynamics CRM.

FEATURED CUSTOMERS Acquia, Planview, CSC, UPS, and ShareBuilder 401K. Overall, the company specializes in the vertical markets of financial services, business services, medical/pharmaceutical products and technology.

ACCOLADES Manticore Technology has been a member of the Austin Business Journal’s “Fast 50” – recognized as one of the fastest growing companies in Austin, TX – for the past four years.

WHAT’S NEW? In late 2010, Manticore focused on deepening integration capabilities through the release of a custom connector to Microsoft Dynamics CRM (Versions 4.0 and 2011), and an expansion of API capabilities to facilitate custom integrations with other systems. Other features include new drag-and-drop email and landing page editors and the Beta release of a comprehensive new Customer Support Community Portal with integrated knowledge base, support ticket tracking, forums and user groups. Through monthly release cycles, Manticore has released over 40 enhancements across all platform components.

FOUNDED: 2001

CORPORATE HEADQUARTERS:Austin, Texas

NUMBER OF CUSTOMERS:Manticore Technology works with 200 customers for marketing automation

management. More than 90% of those customers are B2B marketers.

VENDOR PROFILE

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GROWTH RATE AND PROJECTIONSMarketo customer base increased 73% between Q1 2011 and Q1 2012, and the company expects revenue growth of nearly 100% during the same period. Marketo forecasts a customer growth rate of 15% per quarter during Q2 and Q3 2012.

PRODUCT OVERVIEW Marketo is a global provider of Revenue Performance Management solutions. The Marketo Lead Management solution is designed to automate demand generation campaigns and deliver high quality leads. With Marketo Sales Insight, sales teams can prioritize and interact with the hottest leads and focus on stronger, more responsive contacts so they can close the right deals faster. Marketo Revenue Cycle Analytics is designed to enable marketers to measure, optimize and forecast all revenue cycles and compare performance and profit results.

INTEGRATION SUPPORTMarketo provides native integration with salesforce.com and interconnects with most CRM systems, including Microsoft Dynamics CRM, NetSuite, Oracle CRM On Demand, SalesLogix, SAP and SugarCRM. Marketo also offers a web services API, which enables custom integration with any CRM system. In March 2012, Marketo announced plans for enhanced integration with Microsoft Dynamics CRM, with an expected delivery date in early summer 2012.

FEATURED CUSTOMERS Marketo works primarily with large enterprises and mid-sized firms. The company’s solutions serve multiple vertical markets, including media, communications, technology, healthcare and life sciences, financial services, nonprofit and education, business services, manufacturing and energy. Featured customers include McKesson, Dell Retail, Elsevier, VMware Inc., Intel and James Hardie Building Products Inc.

ACCOLADES Marketo has been recognized by CRM Magazine as the “2011 CRM Market Leaders Awards” Winner for Marketing

Solutions, “Best Marketing Automation Application” by salesforce.com customers on the AppExchange, “Best Sales and Marketing 2.0 Solution Award” at the Sales & Marketing 2.0 Awards and also received the “Audience Choice Award of Fastest Growing Cloud Provider” at the UP 2010 Cloud Computing Conference.

PRODUCT PRICING

Marketo’s Lead Management solution, designed primarily for enterprises and mid-sized firms, comes in two editions: A Professional edition starting at $2,000 per month; and an Enterprise edition starting at $3,600 per month. Pricing for Spark by Marketo, designed primarily for SMB users, starts at $750 per month.

FOUNDED: 2006

CORPORATE HEADQUARTERS:San Mateo, California

NUMBER OF CUSTOMERS:Marketo works with more than 1,200

customers, primarily mid-sized and enterprise divisional.

WHAT’S NEW? In October 2011, Marketo introduced Spark by Marketo, a new solution designed especially for the SMB market, and launched a major update of its Revenue Cycle Analytics product. Marketo also released pre-built connectors for commonly used business applications, including online event management solutions such as Cisco WebEx, Citrix GoToWebinar, ON24 and Adobe Connect, and data enrichment solutions like Data.com. In addition, Marketo issued a major new release of Marketo Sales Insight; expanded its social marketing capabilities; introduced new dynamic content features; added a selection of out-of-the-box reporting and analysis dashboards; and increased its enterprise functionality with a set of next-generation APIs and security enhancements.

VENDOR PROFILE

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GROWTH RATE AND PROJECTIONSNeolane reported $44 million in revenue for 2011, driven by 47% year-over-year revenue growth. The company’s customer base grew by nearly 20% year-over-year from Q2 2011 to Q2 2012, and the company expects to remain on a similar growth trajectory during 2012. In January 2012 Neolane secured a $27 million financing round led by Battery Ventures and increased its global headcount by 50%.

PRODUCT OVERVIEW Neolane’s conversational marketing technology is designed to enable organizations to unify inbound and outbound communications strategies by providing a centralized system to track and manage all marketing activity data to generate targeted messaging and the best, most relevant offers based on customer behavior and established preferences. Neolane Leads, an application within the conversational marketing platform, is designed to enable marketers to intelligently capture, nurture, score and dispatch leads, sustain a conversation and measure results. Designed to help marketers communicate with customers across multiple touches and longer buying cycles, Neolane Leads incorporates features for automated lead nurturing. It also includes reporting tailored to B2B marketers’ needs, such as the ability to measure conversion rates in a multi-step sales cycle.

INTEGRATION SUPPORTNeolane integrates with multiple CRM systems including salesforce.com, Microsoft Dynamics CRM and Oracle/Siebel CRM On Demand. Neolane can also be integrated with third-party tools and plugins via an open API.

FEATURED CUSTOMERS Neolane’s customer base is composed primarily of large enterprises. The company serves firms in the financial services/insurance, healthcare/pharmaceutical, B2B technology, retail, media/entertainment and travel/hospitality industries. Featured customers include Alcatel Lucent, Barnesandnoble.com, Club Med, Macmillan, Orange and Sephora Europe.

WHAT'S NEW? In August 2011, the company provided details on Neolane Social Marketing (launched March 2011), an application within version 6 of Neolane’s conversational marketing platform designed to enable one-on-one customer dialogues within popular social media applications. In October 2011, the company announced the next generation of Neolane Interaction, a real-time recommendation engine that delivers the ability to generate real-time personalized marketing offers and content on brand pages.

ACCOLADES Neolane was named a “Visionary” firm in Gartner’s 2011 “Magic Quadrant for CRM Multichannel Campaign Management” and “Magic Quadrant for CRM Multichannel Campaign Management.” Neolane was also rated as a “strong leader” in the Raab Associates VEST report, and the company was named a “Leader” in “The Forrester Wave: Cross-Channel Campaign Management (CCCM),” Q1 2012.

PRODUCT PRICINGNeolane’s pricing model is based on multiple factors including the level of functionality provided (applications and options purchased); contacts records and the amount of transactional data; and SLAs to address business flexibility, availability and scalability requirements.

FOUNDED: 2001

CORPORATE HEADQUARTERS:Paris, France

NUMBER OF CUSTOMERS:Neolane currently serves more than 350

B2C and B2B organizations.

VENDOR PROFILE

14

GROWTH RATE AND PROJECTIONSPardot has seen 90% growth since the start of Q2 2011. The company projects at least 60% year-over-year growth during Q3 and Q4 2012, and has added 16 employees to date during 2012.

PRODUCT OVERVIEWPardot is a marketing automation software provider that focuses on providing companies with greater revenue and the opportunity to maximize efficiency with multi-touch sales cycles. The company’s management software features solutions for CRM, email integration, lead scoring and ROI reporting, designed to foster a strong relationship between sales and marketing departments. Pardot’s solutions are designed to help marketers generate more quality sales leads, shorten overall sales cycles and increase the impact of marketing campaigns. The platform also provides packages that allow access to company records via iPhone, provide real-time alerts on visitors and prospects, and enable an anonymous site visitor identification program.

INTEGRATION SUPPORT Pardot integrates with salesforce.com, SugarCRM, NetSuite and Microsoft Dynamics CRM. A web services API also is available from Pardot for custom integrations.

Pardot offers a number of other third-party integrations, including plug-ins for Microsoft Outlook, Apple Mail, Gmail, Mozilla Thunderbird, GoToWebinar, ReadyTalk, WebEx, GoodData, Twilio, Olark, Google Analytics, Google AdWords, Jigsaw/data.com, LinkedIn, bit.ly, FlipTop and AddThis. The company provides additional professional services and consulting via its partner network.

FEATURED CUSTOMERS Pardot works primarily with small and mid-sized firms, including those in the software, hardware and technology industries. Featured clients include Twilio, ComScore, CBeyond, Radian6 and Kapow.

WHAT’S NEW? In the past year, Pardot has added more than 100 new features. Major upgrades include social posting and profiling, new and improved email/form builders, complimentary GoodData reporting to all clients, integration with three major webinar providers (WebEx, GoToWebinar and ReadyTalk) and organizational tags.

ACCOLADESPardot was recently included on the AlwaysOn 2012 OnDemand list, recognizing the top 100 emerging Internet companies in the cloud computing and SaaS space. The Atlanta Business Chronicle previously named Pardot the “Fastest Growing Technology Company in Atlanta,” and The Technology Association of Georgia named the company one of the Top 10 Innovative Technology Companies in Georgia.

PRODUCT PRICINGPardot offers three pricing levels, all of which include unlimited database size and user seats. Specific pricing is based on feature usage, including email volume. The average Pardot customer invests around $1,200-$1,500 per month for the company’s marketing automation suite.

FOUNDED: 2007

CORPORATE HEADQUARTERS:Atlanta, Georgia

NUMBER OF CUSTOMERS:Pardot currently serves approximately

1,000 customers.

VENDOR PROFILE

15

GROWTH RATE AND PROJECTIONSIn 2011, Right On Interactive increased its customer base by nearly 30%, and the number of customers using the firm’s ROI Customer Lifecycle Marketing solution has increased by 44% during the first two months of 2012. The company experienced 12 consecutive months of positive revenue performance and growth in 2011. Right On Interactive expects to double its customer base year-over-year during both 2012 and 2013.

PRODUCT OVERVIEWRight On Interactive launched its ROI Customer Lifecycle Marketing solution in 2011. This software solution provides a customer engagement blueprint for sales and marketing teams, allowing them to decide where to invest resources to drive revenue. Right On Interactive delivers insights into customer and prospect engagement, automates marketing campaigns, and graphically shows the progress of every prospect and customer.

INTEGRATION SUPPORT The ROI Customer Lifecycle Marketing solution integrates with salesforce.com, SalesLogix, Avectra, RealPage and DDI. Right On Software maintains relationships with a network of resellers and referral partners, technology partners offering complementary products, and consulting partners that provide professional services and implementation support.

FEATURED CUSTOMERS Right On Interactive serves customers in verticals including financial services, associations, technology, real estate, healthcare and marketing. Featured customers include Delta Faucet, LightBound, Slimband, URD Inc. and Wild Birds Unlimited.

WHAT’S NEW? During the past year, Right On Interactive has upgraded its ROI Customer Lifecycle Marketing solution with a number of new features. These include a new email module embedded in the core platform; form and landing page creation tools integrated with the platform’s content management system; enhancements to the platform’s interactive Customer Lifecycle Map; and advanced reporting features, including those for email and landing page tracking.

ACCOLADESRight On Interactive was included in the December, 2011 Gleanster Gleansight: Marketing Automation vendor report, which spotlighted and benchmarked best practices in the marketing automation industry. The company also placed in the top tier rating of “Best” in three out of four evaluation categories defined by Gleanster.

PRODUCT PRICINGThe Right On Interactive Customer Lifecycle Marketing solution starts at $2,000 per month, with specific pricing based on the size of a customer’s contact list.

FOUNDED: 2006

CORPORATE HEADQUARTERS:Indianapolis, Indiana

NUMBER OF CUSTOMERS:Right On Interactive serves 75 direct

customers, 80% of which are B2B firms. Including channel customers, the

firm serves more than 350 customers.

VENDOR PROFILE

16

GROWTH RATE AND PROJECTIONS:SalesFUSION added 45 customers in Q2 2011.

PRODUCT OVERVIEW SalesFUSION released its 6.0 platform in January 2011, which includes features focused on event management and dynamic email content, featuring 750 new email templates and additional social media publishing tools. The company plans to offer native integration for GoToWebinar, Webex and Live Meeting as part of its overall event management platform and has a roadmap through Q2 2011 that includes a social media listening and campaign station to complement its web site monitor product.

INTEGRATION SUPPORT SalesFUSION currently offers its CRM accelerator for salesforce.com, Microsoft Dynamics 4.0 Premise and Online, and all versions of Dynamics 2011, as well as a pre-built integration to Microsoft, salesforce.com, SugarCRM and Sage SalesLogix.

FEATURED CUSTOMERS SalesFUSION specializes in working with firms in the technology, media, business services and healthcare industries. Featured clients include Hitachi, Green Giant, Coverall, Canvas Systems, LexJet, Corus360 and SmartBrief.

WHAT’S NEW?In January 2011, SalesFUSION saw a host of new products rolled out in the version 6.0 platform including event management, advanced email management and version 1.0 of its social media dashboard.

FOUNDED: 2007

The company began as FirstReef, LLC in 2003, but became SalesFUSION, Inc. in 2007, following the acquisition of

AxiomFire

CORPORATE HEADQUARTERS: East Cobb, Georgia

NUMBER OF CUSTOMERS:SalesFUSION works with 250

direct customers in 11 countries.

VENDOR PROFILE

17

GROWTH RATE AND PROJECTIONSSilverpop’s customer base has grown by about 35% since Q1 2011, and the company has added approximately 120 customers so far during 2012.

PRODUCT OVERVIEWSilverpop is a provider of marketing automation solutions built atop a scalable email marketing platform. The technology is designed to empower marketers by delivering highly relevant communications that efficiently drive revenue while also building brand loyalty. Silverpop’s Engage platform enables marketers to create and manage sophisticated multi-channel marketing campaigns that nurture customer and prospect relationships from interest, to conversion and beyond. Silverpop Engage helps marketers develop dynamic, repeatable and measurable marketing programs, generate, score and nurture contacts, increase response rates, route only qualified leads to sales and offer insight into marketing’s bottom line contribution to revenue.

INTEGRATION SUPPORT Silverpop Engage offers integration with salesforce.com, and its acquisition of CoreMotives will provide additional Microsoft Dynamics CRM integration capabilities. Silverpop also offers packaged integrations with 12 other applications. The company’s SilverLining Network connects customers with more than 40 technology, consulting and agency partners.

FEATURED CUSTOMERSSilverpop’s customer base is focused on mid-market and enterprise companies. About 50% of its clients are companies with less than $100 million in revenue, while 40% fall between $100 million and $1 billion in revenue. The company’s clients represent a wide range of industries, including technology, financial services, retail, education, healthcare, publishing and advertising/marketing. Top customers include Air New Zealand, Blue Cross Blue Shield, Bonnier, Carfax, Cisco, Demco, Girl

WHAT’S NEW?Since April 2011, Silverpop has rolled out an extensive list of new features. Support for progressive web forms allow marketers to ask new questions each time a contact visits a website or landing page, and Silverpop Engage now supports the use of multiple lead scoring models that allow better segmentation by product line, geographies, loyalty levels and other factors. A new “Snooze” feature allows customers to take a temporary break from email messages rather than opting out completely, and a Social Connect portfolio adds a number of tools for location-based marketing, social media publishing and social sign-in. Other new features include a native add-in for Microsoft Excel, multi-factor authentication for secure access, and an iPad application that allows offline data collection for sales reps and other field employees.

Scouts of America, King Arthur Flour, Netprospex, Nielsen, Newell Rubbermaid, Pepperdine University, Pitney Bowes, Shazam, Siemens, TechSmith and Whereoware.

PRODUCT PRICINGSliverpop determines customer pricing based on the size of the customer’s database and the number of transactions to be processed.

FOUNDED: 1999

CORPORATE HEADQUARTERS:Atlanta, Georgia

NUMBER OF CUSTOMERS:Silverpop currently works with 1,500

customers representing more than 4,000 B2B and B2C

brands.

VENDOR PROFILE

18

GROWTH RATE AND PROJECTIONSTreeHouse Interactive reported year-over-year growth of 20% between Q2 2011 and Q2 2012. The company also reported Q1 2012 revenue growth of 40%, including a significant increase in its B2C customer base, and it expects growth of 20%-40% during the second half of 2012.

PRODUCT OVERVIEWMarketing View from TreeHouse Interactive is a solution that focuses on helping marketers realize fast time to value when implementing marketing automation. The solution includes capabilities to help with outbound email, form and building landing pages, social media, content marketing, lead nurturing, web analytics, lead scoring and CRM integration. Marketing View can be integrated with other products from TreeHouse Interactive, which include Sales View and Reseller View. Sales View is a CRM back end for Marketing View, and is ideally suited to companies that can’t afford or don’t want to manage a full-blown CRM system. Reseller View is a partner relationship management (PRM) system for companies that depend on partners to get their products or services to market. TreeHouse provides closed loop ROI for leads passed to partners.

INTEGRATION SUPPORTTreeHouse offers out-of-the box integrations with salesforce.com, Oracle CRM On Demand and TreeHouse Interactive Sales View. TreeHouse integrates with other CRM systems via a full-featured web services API package with full query language. TreeHouse is an Oracle Gold Partner and a member of the salesforce.com AppExchange.

FEATURED CUSTOMERSTreeHouse Interactive works primarily with B2B enterprises, in addition to some SMB clients, with an emphasis on the technology and online retail markets. Featured customers include Blackbird Vineyards, Real Salt Lake, SGI and Quantum Corp.

WHAT’S NEW?TreeHouse Interactive has added Facebook Forms support to its Marketing View solution, allowing marketers to create and deploy more robust forms. New company-based behavioral tracking, scoring, targeting and nurturing accumulates individual behaviors for all contacts within the database and reports this activity by company. Behavioral activity alerts allow marketers to set threshold-based limits for tracking and reporting prospect behavior for marketing follow-up. Marketing View also includes new form, landing page and survey analytics tools, in addition to GoToWebinar integration and enhanced Salesforce CRM integration with the ability to link to Salesforce Opportunity Objects.

ACCOLADESStoel Rives LLP and the Utah Technology Council recently honored the TreeHouse Interactive Marketing View demand generation and marketing automation solution as one of the top Utah innovations for 2010. It had honorable mention at the annual ceremony for its Talk it Up Program, which integrates social media and the solution’s Remote Forms capability.

PRODUCT PRICINGTreeHouse Interactive is priced on a per-contact model starting at $749 per month for 7,500 contacts. All features, including integrations with CRM systems and Reveal Web Analytics and alerts, are included at most contract levels.

INCEPTION: 1997

CORPORATE HEADQUARTERS:Salt Lake City, Utah

NUMBER OF CUSTOMERS:TreeHouse Interactive currently

works with more than 100 customers, primarily in the

B2B market.

DemandGen Report is a targeted e-media publication spotlighting the strategies and solutions that help companies better align their sales and marketing organizations, and ultimately, drive growth. A key component of the publication’s editorial focuses on the sales and marketing automation tools that enable companies to better measure and manage their multi-channel demand generation efforts.

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