eTrigue is a software-as-a-service marketing automation application that is used by B2B marketing organizations. It is designed as a Salesforce.com add-on and is available in the Salesforce AppExchange. The system helps marketers align leads more effectively with sales teams and provides features for lead scoring, lead nurturing, email marketing, and campaign analytics. eTrigue entered the competitive marketing automation industry in 2005.
eTrigue is focused primarily on B2B companies. The system is used by both small and large firms, and is available in different packages to meet the needs of different-sized companies. Notable clients include Cisco and Fujitsu. SalesPro is its entry-level package, with features to help sales teams email prospects, track their website behavior, and receive alerts about buyer activity. The Professional and Unlimited packages offer more robust marketing automation functionality for lead nurturing, lead capture forms, and an advanced landing page builder.
eTrigue is especially popular among technology, healthcare, and professional services firms. Although it could be used by B2C marketing organizations, those buyers will likely want to evaluate packages designed specifically for them. The system is designed primarily for email and online marketing. However, it does offer some lightweight functionality for multi-channel marketing.
The following are the primary features of eTrigue:
|Lead nurturing||List management||Salesforce CRM integration|
|Lead scoring||Smart lead capture forms||Database management tools|
|Lead management||Batch email marketing||Web activity tracking|
|Owner statements||Email payment reminders||Check mailing|
|Campaign analytics||Email deliverability tools||Real-time sales alerts|
While eTrigue covers most of the functionality needed by marketing firms, it is missing some of the more advanced social media integration tools that competing systems offer. Its multi-channel campaign management tools are also not as robust as systems designed specifically for multi-channel or B2C marketing.
eTrigue presents the following as key differentiators in their product:
- No IT assistance required for setup
- Robust real-time lead alerts for sales representatives
- 100% purely web-based deployment
- Flexible reporting engine on any variable
- Pre-built, customizable email and landing page templates
- Salesforce.com and Microsoft CRM integration
- Straightforward, easy-to-use system that can be learned with minimal training
eTrigue is priced based on the number of contacts in the database and begins at $1,000 per month. The SaaS application is turn-key and comes complete with startup training and pre-configured templates. Options for a dedicated IP address are available.
eTrigue was founded in 2005 by executives from 3marketeers, the leading Silicon Valley advertising and marketing agency, who required sophisticated marketing automation capabilities and ease of use. The company has grown quickly and nearly doubled its customer base each year. eTrigue remains privately held and employs over 50 people.
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