1. 1Info-Tech Research Group Vendor Landscape: Lead Management Automation Info-Tech Research Group, Inc. Is a global leader in providing IT research and advice. Info-Tech’s products and services combine actionable insight and relevant advice with ready-to-use tools and templates that cover the full spectrum of IT concerns. © 1997-2013 Info-Tech Research Group Inc. Vendor Landscape: Lead Management Automation Facilitate closed-loop sales and marketing by selecting the right LMA platform. Info-Tech's products and services combine actionable insight and relevant advice with ready-to-use tools and templates that cover the full spectrum of IT concerns.© 1997 - 2013 Info-Tech Research Group

2. 2Info-Tech Research Group Vendor Landscape: Lead Management Automation Most organizations understand the need for closed-loop sales and marketing, but fulfilling this can be IT resource intensive. Use lead management automation (LMA) to successfully nurture promising leads and convert to them sales with minimal ongoing IT involvement. Introduction Enterprises seeking to select a solution for lead management automation (LMA). CIOs seeking to technology enable the lead management process with minimal, repeat IT involvement. Their LMA use case may include: Enterprise size Industry vertical Location-based marketing Value chain (B2B, B2C) This Research Is Designed For:This Research Will Help You: Understand what’s new in the lead management automation market. Evaluate LMA vendors and products for your enterprise needs. Determine which products are most appropriate for particular use cases and scenarios.

3. 3Info-Tech Research Group Vendor Landscape: Lead Management Automation Market Overview Content management, lead generation and scoring, as well as multi-channel support have become a Table Stakes capability and should no longer be used to differentiate solutions. Instead focus on social, mobile, event management, and CRM integration capabilities to best future-proof your investment. CRM suites did not do a good job of looping sales and marketing. Instead, it integrated them in a linear fashion. Marketing professionals knew that converting leads to qualified prospects is a looping process and LMA grew to address these sales and marketing needs. Organizations who opt for lead management solutions have typically been those B2B organizations with strong lead generation, scoring and nurturing needs, long acquisition cycles, and where emails are predominately used as marketing channels. Integration with CRM is still required and as important as ever - most LMA vendors connect with various CRM suites out of the box. Since Info-Tech’s last market evaluation in early 2012, Info-Tech has observed vendors even out the field, leading to much less variability in the 2013 market both on the product and vendor side. In this mature market today, vendors are playing catch- up with HTML5 mobile technologies, social integration, and event management features. They are rapidly moving to acquire or include social tools for tracking, engaging, and monitoring leads. Online and offline event management integration is increasingly becoming a table-stake LMA feature. Demand for mobile access of lead management has risen and has been addressed by many vendors to accommodate business users who are perpetually on the go. This market evaluation has demonstrated a significant convergence of lead management with email marketing and enterprise marketing management (EMM) markets. The maturity of the markets and the degree of market convergence suggests that Info-Tech may not be refreshing one or more of the Marketing Vendor Landscapes going forward and instead may combine some feature sets. How it got here Where it’s going

4. 4Info-Tech Research Group Vendor Landscape: Lead Management Automation LMA Vendor selection / knock-out criteria: market share, mind share, and platform coverage Act-On. A vendor with excellent integration with web conferencing technology and an innovative approach to pricing. Eloqua. Market leader for usability and mobile features, recently acquired by Oracle. Marketo. A vendor with good global support and an excellent user and expert community. Pardot. A vendor with many native CRM integrations and strong lead segmentation functionality and reporting. Right On Interactive (ROI). A vendor with high usability that offers a deep analysis of lead segments. Sales Engine International. Formerly known as Manticore Technologies, this vendor is focused on adding important features to the solution. Silverpop. A vendor that exhibits an excellent grasp of dynamic content and social marketing strategies. Sitecore. The strongest vendor for marketing strategy through web content marketing and web lead management. Included in this Vendor Landscape: Every vendor is on par with lead generation, scoring, and nurturing capabilities; however, social and mobile are key factors in the success of modern marketing. Some vendors demonstrate a knack for clever social and mobile marketing, while others are struggling to keep up with the market standard. For this Vendor Landscape, Info-Tech focused on those vendors that offer broad capabilities across multiple platforms and that have a strong market presence and/or reputational presence among mid- and large-sized enterprises.

5. 5Info-Tech Research Group Vendor Landscape: Lead Management Automation Criteria Weighting: LMA criteria & weighting factors Vendor is committed to the space and has a future product and portfolio roadmap. Strategy Vendor offers global coverage and is able to sell and provide post-sales support. Reach Vendor is profitable, knowledgeable, and will be around for the long-term. Viability Vendor channel strategy is appropriate and the channels themselves are strong. Channel The three year TCO of the solution is economical. Affordability The delivery method of the solution aligns with what is expected within the space. Architecture The solution’s dashboard is intuitive and easy to use, especially on mobile devices. Usability The solution provides basic and advanced feature/functionality. Features Usability ArchitectureAffordability Product Vendor ViabilityStrategy ChannelReach Product Evaluation Criteria Vendor Evaluation Criteria

6. 6Info-Tech Research Group Vendor Landscape: Lead Management Automation FeatureBasic/Adv.What we looked for: CRM Integration Basic Availability of generic connectors and native integrations with popular CRM systems. Full lead profile can be seen natively within the CRM by the sales rep. Advanced A large variety of out-of-the-box native CRM connectors available. Integration of analytics between the two systems. Event Integration BasicEvent-management module that is form-based and needs to be imported into the system. Advanced Productized out-of-the-box integration with web-conferencing services (e.g. WebEx, GTM, Adobe Connect). Capabilities and tools to increase customer engagement after the event, such as polling. Mobile Features Basic Tablet-based lead gathering at trade shows. Ability to see and use dashboards on a tablet and smartphone via a separate application or through the web. Advanced Integration with device QR scanning capabilities for scanning business cards at events. Mobile campaign execution, (e.g. SMS campaigns and mobile-optimized campaigns through other channels). Campaign Creation & Management Basic The ability to create landing pages, forms, and event webinar launch pages. The ability to author emails, social content (Twitter, LinkedIn, and Facebook). Full drag-and-drop UI. Advanced Workflow design method. Controlling interaction frequency for multichannel campaigns (for multiple products and multiple marketing managers). Preview and Spam Testing BasicEmail and form preview for multiple browsers. Whitelisting certifications. Advanced Assessment and recommendations for spam-tested messages, ideally including mobile devices. Spam reporting which includes key word analysis. A/B testing. Info-Tech evaluated a range of features: basic points were awarded for table stakes, more for advanced functionality* * Info-Tech scored each vendor’s features on a granular scale. Vendors were given partial marks for basic and advanced features, summing up to 1.0 if all the advanced criteria were satisfied. See Information Presentation: Scoring in the Appendix.Information Presentation: Scoring

7. 7Info-Tech Research Group Vendor Landscape: Lead Management Automation FeatureBasic/Adv.What we looked for: Social Basic Publish to social, share to social (Facebook Pages, Twitter feed, and LinkedIn Groups). Social dashboards. Advanced Ability to pull in customer profile data from social services (including location lookup). Social listening that helps with lead scoring. Automated responding to social posts to help with lead nurturing. Lead Generation, Scoring, and Nurturing BasicOut-of-the-box methods for lead scoring. Advanced Adaptive scores based on behavioral factors. Lead nurturing by continually updating and engaging with leads, by automating tasks or having these tasks are triggered by certain events/timelines. Multi-channel Support BasicEmail, web forms/landing pages. AdvancedSocial and mobile campaigns, including SMS. Location-based marketing. Data Management and Segmentation BasicCleansing, appending, and de-duplication capabilities. Easy exporting of lists into and from other tools. Advanced Ability to select a certain segment of leads, analyze them, rank them, and evaluate their possible ROI for a campaign. Subscriptions to data services such as Data.com for data integration and cleansing. Reporting and Analytics BasicAbility to take segments of the data and analyze them in real-time. Advanced Advanced analytics, with the ability to show up natively in CRM. Excel add-ins and integration with programs such as Chrystal Reports. Social analytics. Info-Tech evaluated a range of features: basic points were awarded for table stakes, more for advanced functionality* * Info-Tech scored each vendor’s features on a granular scale. Vendors were given partial marks for basic and advanced features, summing up to 1.0 if all the advanced criteria were satisfied. See Information Presentation: Scoring in the Appendix.Information Presentation: Scoring

8. 8Info-Tech Research Group Vendor Landscape: Lead Management Automation The Info-Tech Lead Management Automation (LMA) Vendor Shortlist Tool is designed to generate a customized shortlist of vendors based on your key priorities.Lead Management Automation (LMA) Vendor Shortlist Tool Identify leading candidates with the Lead Management Automation (LMA) Vendor Shortlist Tool Overall Vendor vs. Product Weightings Individual product criteria weightings: Features Usability Affordability Architecture Individual vendor criteria weightings: Viability Strategy Reach Channel This tool offers the ability to modify:

9. 9Info-Tech Research Group Vendor Landscape: Lead Management Automation Appendix 1.Vendor Landscape Methodology: Overview 2.Vendor Landscape Methodology: Product Selection & Information Gathering 3.Vendor Landscape Methodology: Scoring 4.Vendor Landscape Methodology: Information Presentation 5.Vendor Landscape Methodology: Fact Check & Publication 6.Product Pricing Scenario

10. 10Info-Tech Research Group Vendor Landscape: Lead Management Automation Vendor Landscape Methodology: Overview Info-Tech’s Vendor Landscapes are research materials that review a particular IT market space, evaluating the strengths and abilities of both the products available in that space, as well as the vendors of those products. These materials are created by a team of dedicated analysts operating under the direction of a senior subject matter expert over a period of six weeks. Evaluations weigh selected vendors and their products (collectively “solutions”) on the following eight criteria to determine overall standing: Features: The presence of advanced and market-differentiating capabilities. Usability: The intuitiveness, power, and integrated nature of administrative consoles and client software components. Affordability: The three-year total cost of ownership of the solution. Architecture: The degree of integration with the vendor’s other tools, flexibility of deployment, and breadth of platform applicability. Viability: The stability of the company as measured by its history in the market, the size of its client base, and its financial performance. Strategy: The commitment to both the market-space, as well as to the various sized clients (small, mid-sized, and enterprise clients). Reach: The ability of the vendor to support its products on a global scale. Channel: The measure of the size of the vendor’s channel partner program, as well as any channel strengthening strategies. Evaluated solutions are plotted on a standard two by two matrix: Champions: Both the product and the vendor receive scores that are above the average score for the evaluated group. Innovators: The product receives a score that is above the average score for the evaluated group, but the vendor receives a score that is below the average score for the evaluated group. Market Pillars: The product receives a score that is below the average score for the evaluated group, but the vendor receives a score that is above the average score for the evaluated group. Emerging Players: Both the product and the vendor receive scores that are below the average score for the evaluated group. Info-Tech’s Vendor Landscapes are researched and produced according to a strictly adhered to process that includes the following steps: Vendor/product selection Information gathering Vendor/product scoring Information presentation Fact checking Publication This document outlines how each of these steps is conducted.

11. 11Info-Tech Research Group Vendor Landscape: Lead Management Automation Vendor Landscape Methodology: Vendor/Product Selection & Information Gathering Info-Tech works closely with its client base to solicit guidance in terms of understanding the vendors with whom clients wish to work and the products that they wish evaluated; this demand pool forms the basis of the vendor selection process for Vendor Landscapes. Balancing this demand, Info-Tech also relies upon the deep subject matter expertise and market awareness of its Senior, Lead, and Principle Research Analysts to ensure that appropriate solutions are included in the evaluation. As an aspect of that expertise and awareness, Info-Tech’s analysts may, at their discretion, determine the specific capabilities that are required of the products under evaluation, and include in the Vendor Landscape only those solutions that meet all specified requirements. Information on vendors and products is gathered in a number of ways via a number of channels. Initially, a request package is submitted to vendors to solicit information on a broad range of topics. The request package includes: A detailed survey. A pricing scenario (see Vendor Landscape Methodology: Price Evaluation and Pricing Scenario, below). A request for reference clients. A request for a briefing and, where applicable, guided product demonstration. These request packages are distributed approximately twelve weeks prior to the initiation of the actual research project to allow vendors ample time to consolidate the required information and schedule appropriate resources. During the course of the research project, briefings and demonstrations are scheduled (generally for one hour each session, though more time is scheduled as required) to allow the analyst team to discuss the information provided in the survey, validate vendor claims, and gain direct exposure to the evaluated products. Additionally, an end-user survey is circulated to Info-Tech’s client base and vendor-supplied reference accounts are interviewed to solicit their feedback on their experiences with the evaluated solutions and with the vendors of those solutions. These materials are supplemented by a thorough review of all product briefs, technical manuals, and publicly available marketing materials about the product, as well as about the vendor itself. Refusal by a vendor to supply completed surveys or submit to participation in briefings and demonstrations does not eliminate a vendor from inclusion in the evaluation. Where analyst and client input has determined that a vendor belongs in a particular evaluation, it will be evaluated as best as possible based on publicly available materials only. As these materials are not as comprehensive as a survey, briefing, and demonstration, the possibility exists that the evaluation may not be as thorough or accurate. Since Info-Tech includes vendors regardless of vendor participation, it is always in the vendor’s best interest to participate fully. All information is recorded and catalogued, as required, to facilitate scoring and for future reference.

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