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IBM Marketing Cloud Competitors

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IBM Marketing Software Review—An Independent Marketing Software Analysis

Best Fit & Alternative Solutions

Sweet Spot
Short list IBM Marketing Cloud when:

  • Social and mobile marketing with geo/location services are material components in your marketing mix.
  • You seek a solution with equally strong email marketing (as with an email service provider) and marketing automation.
  • Your company pursues a mix of B2B and B2C markets.
  • You use Salesforce.com or Microsoft Dynamics CRM. Silverpop offers vendor-managed integration for both the Microsoft Dynamics CRM and Salesforce.com CRM systems. For Microsoft CRM users, Silverpop offers both Silverpop for Microsoft Dynamics CRM and CoreMotives, with the former being an integration to the flagship product and the later being a native Microsoft solution.

Alternative Solutions
Buyers may be best advised to consider alternative marketing software products when:

  • You are a one person marketing department looking to automate lead management for the first time.
  • Customers that use CRM software other than Microsoft CRM or Salesforce (such as one of the many Oracle CRM systems, SAP, SugarCRM and others) may avoid system integration, synchronization and other technical efforts by purchasing a marketing software application that offers a vendor-managed integration with their CRM system.
  • Companies with significant Pay Per Click (PPC) spend may be better off to procure a marketing system which captures PPC source data such as adword cost.
  • You are an SMB and total cost of ownership (TCO) is a key decision driver. Compared to some other marketing automation software applications, the IBM marketing software may result in a higher TCO for smaller companies.

IBM Marketing Cloud Competitors

IBM competitors cross overlapping email marketing and marketing automation software sectors. In the email marketing sector, IBM faces competition from Act-On Software, Genius, and even the more focused email providers such as Constant Contact, Salesforce ExactTarget, iContact, Mailigen, Responsys and VerticalResponse.

IBM software competitors in the marketing automation software industry include Aprimo, Marketo and the Oracle Marketing Cloud at the higher end and Act-On Software, HubSpot and Salesforce Pardot in the SMB market.

IBM Marketing Cloud Final Thoughts

IBM’s marketing software empowers marketers to reach their target audience more often, over more channels and with more relevant messaging. The company’s marketing technology has fueled over 1,600 customer acquisitions and more than a decade of solid growth.

The IBM Marketing Cloud is one of the few marketing software solutions that has over the last decade applied supporting technology to the transformation of marketing personalization—an evolution from mass marketing to customer segmentation. And now the company aims to continue this progression with marketing software capable of leveraging individual behaviors in order to treat prospects and customers as distinct individuals; essentially a B21 (Business To One) approach. While the goal is without argument, any experienced marketer knows the process is complex and the challenge immense. Stay tuned as we watch and report back on IBM’s progress in achieving what may be the holy grail of marketing automation. End

Silverpop ReviewSilverpop Marketing ReviewSilverpop Social MarketingSilverpop CRM IntegrationSilverpop PriceSilverpop Company ViabilitySilverpop Strengths & WeaknessesSilverpop Competitors

 

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Comments (5) — Comments for this page are closed —

Guest Shelly Shifley
  I'm glad this review included a look at mobile as thats our newest focus. The Intl Advertising Bureau just put out some research that shows mobile makes up 23% of customer media consumption, but only 1% of marketers spend. This disconnect leaves marketers sitting on the sidelines and unable to capitalize in what is clearly a significant and growing opportunity. I think part of the problem is the lack of mobile marketing tools which are embedded, or at least closely integrated, into lead management and marketing automation software systems. It sounds like this software is ahead of the pack with regard to geo location and mobile marketing tools. Great review!

Guest Jas
  integration is the key - forcing users to switch between two systems (silverpop and salesforce) creates inefficiences that inevitably lead to system redundancy and feature waste. piggy back off the existing crm (data-sharing and syncing) as much as possible or it belies its claim to automate...

Guest Teri Johanas
  Im glad you included cloud deliverability and data center measures in the review. When we purchased Salesforce we really didn’t consider uptime assurance or the possibility of cloud downtime, and Salesforce’s July 10 global outage as well as the downtime incurred just two week before that have clearly emphasized how important data center redundancy and safeguard measures are. When even the largest SAAS CRM vendors have problems keeping their online service up, it shows this must be an area for due diligence when reviewing the smaller providers.

Guest Sanjay Rajopah
  It seems a bit ironic to me that even though digital marketing has ushered in an era of marketing measurability like weve never had before, the marketing software systems weve reviewed cant attribute campaigns to closed revenues other than by assigning the campaign that first touched the prospect. We need to understand the impact of every campaign touch which contributed to a new sale so that we can attribute back those allocations to the campaigns and really measure campaign ROI for every campaign. Please let me know if Im missing something here.
  Denise Chuck Schaeffer
    Campaign attribution analysis is a difficult and missing feature for most lead management and marketing automation systems. For most solutions, they attribute the campaign of first touch or last touch to new revenue. Also recognize that few marketing automation systems actually do any campaign ROI reporting, and instead revert to the campaign reporting available in the CRM or MRM system to which they integrate. It's a particularly unfortunate gap when recognizing the need for accurate campaign ROI analysis. When only attributing revenue to one campaign, you are obviously failing to attribute the impact (and revenue allocation) to other campaigns that may have advanced the prospect through the sales cycle. The end result of course is that the campaign attributed for 100% of the success is overstated while all other campaigns that contributed to the sale are understated – which leaves campaign ROI reporting inaccurate and may inappropriately influence subsequent marketing budget allocation and spend.
 

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