Is this what panic looks like? Eloqua's fixation with Loopfuse

It's good to watch your competitors. But at some point you just have to stop and start serving customers.

I'm biased on this one, but I had to laugh when I read the Loopfuse blog today. It turns out that Eloqua, Loopfuse's most direct, proprietary competition, is totally unconcerned by Loopfuse as a competitor.

The problem, unfortunately, is that the data says otherwise:

Mapping the time Eloqua spends fixated with Loopfuse

Those are the page views that Eloqua has been tallying on Loopfuse's site. I don't think I've ever been to Documentum's, Interwoven's, Microsoft Sharepoint's, etc. websites. (These are my competitors.) I'm serving customers, not competitors. Only the paranoid may survive, but only the customer-centric thrive.

Loopfuse has 20 pages on its site. The people at Eloqua must have to go back and forth between pages for a refresher course.

By the way, I've said it before but you really, really need to start using marketing automation software. Eloqua, Loopfuse, or something else. The chart above demonstrates the slightest power of this type of software. You're not running your business well if you're not leveraging web analytics and web automation.

Disclosure: I'm an advisor to Loopfuse.

Tech Culture
About the author

    Matt Asay is chief operating officer at Canonical, the company behind the Ubuntu Linux operating system. Prior to Canonical, Matt was general manager of the Americas division and vice president of business development at Alfresco, an open-source applications company. Matt brings a decade of in-the-trenches open-source business and legal experience to The Open Road, with an emphasis on emerging open-source business strategies and opportunities. He is a member of the CNET Blog Network and is not an employee of CNET. You can follow Matt on Twitter @mjasay.


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