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| Page 1 of 1 | Previous | Next | CUSTOMER EXPERIENCE MATRIX NOVEMBER 15, 2011  Marketers Do a Bad Job Selecting Marketing Automation Systems I presented my Seven Deadly Sins of Marketing Automation Software Selection during last week’s Webinar with Neolane. To replay the Webinar, click here.) If you’re wondering how many companies actually commit those sins, the sad answer is: a lot. Here are some statistics. About half of buyers consider only one system , I’m told by various vendors. 42% of buyers rely on online research. | CUSTOMER EXPERIENCE MATRIX NOVEMBER 18, 2011  Marketing Vendor Selection: Trends You'll Need to Support As I wrote yesterday, no one knows exactly what we’ll want from our marketing automation systems in the future. But it's still worth taking a guess at what looks likely. Here are some trends I expect will be important. Social Media. The first wave of marketing automation features for social media is now several years old. The second wave is just starting. Mobile. Video. Benchmarks. Testing. | | | | | |
| CUSTOMER EXPERIENCE MATRIX NOVEMBER 7, 2011  The Seven Sins of Marketeing Automation System Selection I’ll be giving a Webinar this Thursday on evaluating marketing automation software, sponsored by Neolane. Part of the content will be a list of Seven Deadly Sins of Marketing System Selection. thought that was worth a blog post of its own. So here goes. Ignoring Users. Selection teams often don’t take the the time to understand how future users of the system do their jobs today. Lack of Purpose. | CUSTOMER EXPERIENCE MATRIX NOVEMBER 16, 2011 Marketo Raises Another $50 Million: Where Does the Money Go? Marketo this morning announced a new $50 million funding round, almost exactly one year to the day after raising $25 million in November 2010. In accompanying commentary, the company also revealed its 2010 revenue was $14 million, that it expects 140% revenue growth in 2011 (meaning about $34 million), and that it has about $70 million remaining of its total $107 million raised to date. All this new information begs for an update of the analysis of Marketo’s finances that I prepared last year. As I wrote last year, this is a critical problem for the company. Ah, but there’s a fly in that honey. | CUSTOMER EXPERIENCE MATRIX NOVEMBER 19, 2011  Marketing Automation Vendor Selection: Summing Up It’s time to wrap up this series of posts on marketing automation vendor selection, which were based on my November 10 Webinar with Neolane (replay available here ). ve summarized them in three commandments. Forget the Past. Marketers have been doing such a bad job of selecting systems that they should forget their old approach and start from scratch. Remember the Future. Change the Present. | CUSTOMER EXPERIENCE MATRIX NOVEMBER 16, 2011  Vendor Selection: Writing a Good Requirements Document My last two posts (not counting this morning’s detour into Marketo-land) described common errors marketers make when selecting marketing automation systems. How did we come to this? see two reasons: Marketers are like everybody else. Today’s marketers buy that way too. So the carefully structured, professionally managed selection process is a thing of the past. Marketers are marketers. | | | | | | | |
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CUSTOMER EXPERIENCE MATRIX | THURSDAY, NOVEMBER 17, 2011  Marketing Automation Selection: Finding a Future-Safe Vendor
Marketers can do a better job of picking their marketing automation vendors if they roll up their sleeves and work at it. wrote yesterday about building a requirements document to define the features you'll look for. But you also need a vendor who will support your long-term success. Here are some ways to identify a “future-safe” vendor. Past innovations: a history of advanced thinking shows the vendor understands marketers’ needs and suggests they'll adapt well to the future. But it's not just about being first: no one company has all the good ideas. MORE >> -
CUSTOMER EXPERIENCE MATRIX | WEDNESDAY, NOVEMBER 30, 2011 Fabulicious Workbook Helps Assess CRM Integration Features of Marketing Automation Systems
CRM integration is a fundamental feature of marketing automation. Pretty much every system can send leads to Salesforce.com , but capabilities vary significantly once you start looking for more. Sadly, most marketers pay little attention to these nuances until they've already selected a product. Then they learn they hard way what they should have asked. In hopes of avoiding these mistakes, Raab Associates has just published a workbook on assessing integration capabilities before you buy. It then gives ten pages of checklists with specific features to consider. the topic. MORE >>
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