Comments on: Demand Generation vs. Marketing Automation: What’s the Difference? http://archive.raabassociatesinc.com/2008/09/demand-generation-vs-marketing-automation-what%e2%80%99s-the-difference/ published articles by David Raab Fri, 03 Oct 2008 14:06:18 -0500 http://wordpress.org/?v=2.8.6 hourly 1 By: links for 2008-09-03 | The Marketing Technology Blog http://archive.raabassociatesinc.com/2008/09/demand-generation-vs-marketing-automation-what%e2%80%99s-the-difference/comment-page-1/#comment-132 links for 2008-09-03 | The Marketing Technology Blog Wed, 03 Sep 2008 20:03:01 +0000 http://archive.raabassociatesinc.com/?p=349#comment-132 [...] Demand Generation vs. Marketing Automation: What’s the Difference? Both sets of systems maintain a contact database used to drive outbound marketing campaigns. Both provide reporting and analysis tools to understand promotion results. Both sometimes include marketing planning, content management, and project management. (tags: leadgeneration marketingautomation) SHARETHIS.addEntry({ title: "links for 2008-09-03", url: "http://www.marketingtechblog.com/2008/09/03/links-for-2008-09-03/" }); [...] [...] Demand Generation vs. Marketing Automation: What’s the Difference? Both sets of systems maintain a contact database used to drive outbound marketing campaigns. Both provide reporting and analysis tools to understand promotion results. Both sometimes include marketing planning, content management, and project management. (tags: leadgeneration marketingautomation) SHARETHIS.addEntry({ title: “links for 2008-09-03″, url: “http://www.marketingtechblog.com/2008/09/03/links-for-2008-09-03/” }); [...]

]]> By: Landon Ray http://archive.raabassociatesinc.com/2008/09/demand-generation-vs-marketing-automation-what%e2%80%99s-the-difference/comment-page-1/#comment-119 Landon Ray Mon, 01 Sep 2008 20:37:56 +0000 http://archive.raabassociatesinc.com/?p=349#comment-119 Wow, David.. interesting post. Not sure what to think of it. As founder and CEO of OfficeAutopilot, a leading.. uh, marketingautomationdemandgeneration platorm, I'm left not sure what we are... I'm thinking my competitors would be similarly befuddled. Seems to me that the two terms have been used interchangeably in the industry so far, so your distinction is interesting. In our case: 1. OfficeAutopilot DOES track all the website behavior you're talking about, but also tracks and responds to purchase history. So, we straddle the line here. 2. We've traditionally assumed that our clients have websites and internal resources to keep them up, so we collect data with our SmartForms that are added to your existing site, and via our API (for 3rd party data, like salesforce.com) That said, we're set to release landing pages in a couple weeks, and surveys right after.. so again, a straddle. 3. Multi-step triggered campaigns is a core feature of OfficeAutopilot, so we probably fit your demand gen model here. 4. mmm.. both again on the segmentation criteria. 5. Lead scoring is a key feature for us, so that puts us in the demand gen arena again. 6. We do have a pretty flexible database structure with purchase history, etc. Not sure where that puts us on your map. Over all, I guess you'd probably put us in the demand gen category, though frankly I've always hated the term. As a business owner, I'd prefer to be harvesting demand than generating it, thank you very much... :) I think, based on your criteria here, that I may be unfamiliar with the companies that offer what you're calling marketing automation. Marketo seems to be what you'd call demand gen, though they advertise as marketing automation. Vtrenz homepage title is 'marketing automation and lead management', though they've optimized their page for both marketing automation and demand gen. Manticore and Eloqua are probably demand gen by your definition, and self-identify as such. We call ourselves marketing automation and lead management. So, I dunno how helpful this distinction is... unless you can get all the players to agree to a new definition (which might not be a bad thing). Wow, David.. interesting post.

Not sure what to think of it. As founder and CEO of OfficeAutopilot, a leading.. uh, marketingautomationdemandgeneration platorm, I’m left not sure what we are…

I’m thinking my competitors would be similarly befuddled. Seems to me that the two terms have been used interchangeably in the industry so far, so your distinction is interesting.

In our case:

1. OfficeAutopilot DOES track all the website behavior you’re talking about, but also tracks and responds to purchase history. So, we straddle the line here.

2. We’ve traditionally assumed that our clients have websites and internal resources to keep them up, so we collect data with our SmartForms that are added to your existing site, and via our API (for 3rd party data, like salesforce.com) That said, we’re set to release landing pages in a couple weeks, and surveys right after.. so again, a straddle.

3. Multi-step triggered campaigns is a core feature of OfficeAutopilot, so we probably fit your demand gen model here.

4. mmm.. both again on the segmentation criteria.

5. Lead scoring is a key feature for us, so that puts us in the demand gen arena again.

6. We do have a pretty flexible database structure with purchase history, etc. Not sure where that puts us on your map.

Over all, I guess you’d probably put us in the demand gen category, though frankly I’ve always hated the term. As a business owner, I’d prefer to be harvesting demand than generating it, thank you very much… :)

I think, based on your criteria here, that I may be unfamiliar with the companies that offer what you’re calling marketing automation.

Marketo seems to be what you’d call demand gen, though they advertise as marketing automation.

Vtrenz homepage title is ‘marketing automation and lead management’, though they’ve optimized their page for both marketing automation and demand gen.

Manticore and Eloqua are probably demand gen by your definition, and self-identify as such.

We call ourselves marketing automation and lead management.

So, I dunno how helpful this distinction is… unless you can get all the players to agree to a new definition (which might not be a bad thing).

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