Marketing automation is a big and complex space. There are a host of traditional on-prem application vendors, and a growing number of impressive on-demand providers, like Eloqua and Marketo, all competing for market share in a space that has often gotten short shrift behind CRM and SFA. So it’s interesting to see a startup like Marketbright earn Series A investment this past summer–especially in the the difficult early-stage VC environment we’ve seen this year–and go on to start earning some market share of its own, primarliy in the B2B space.
The Marketbright team comes out of marketing ops at large enterprise technology companies, so it’s not surprising their focus as an early stage venture has been building the tools and systems necessary to streamline large-scale demand generation programs. Marketbright offers the essential basics of marketing automation, including campaign execution, lead scoring and qualification, closed-loop marketing analytics, and integration with CRM/SFA tools. But addressing the more complex challenges of larger scale marketing programs, Marketbright also provides channel marketing support, enabling marketers to syndicate channel campaigns and push leads out to partners; event management with support for managing event registration and event content; and content management support for corporate Web sites. Marketbright also pays the obligatory obeisance to Marketing ROI and performance accountability with a dashboard for program metrics.
While Marketbright has been building their customer base among companies like Business Objects, VMware and Serena, they have on-demand solutions for SMB as well, with pricing based on number of seats. They have a link on their solutions page that says “click for an online demo”, but there’s no link. Guess you have to call for a demo. I did call just to check it out, and after one click through the phone tree, they had a real live knowledgeable person answering the line. So if you’re shopping for marketing automation solutions, Marketbright is worth putting on the vetting list.