Customer Experience Matrix
AUGUST 30, 2012
HubSpot yesterday launched a “completely re-envisioned and rebuilt” version of its marketing system at its Inbound 2012 user conference. The main thrust of the new release was dynamic customization of emails, landing pages, and forms based on each contact’s profile and behaviors. This is a major expansion beyond HubSpot’s original focus on “inbound marketing” to attract leads.
Customer Experience Matrix
AUGUST 23, 2012
Today I’ll present the third and (mercifully?) final installment in my series of posts on leaders in the different B2B marketing automation sectors, as determined by the ratings in our VEST report. I’ve saved the best for last, in the sense that the small to mid-size sector is the heart of the industry and its most complicated arena. We define small to mid-size business as companies with $5 million to $500 million revenue.
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Customer Experience Matrix
AUGUST 23, 2012
Tuesday’s post looked at the micro-business sector leaders according to our VEST report and gave a bit of background on how the ratings are created. Today let's take a look at the same diagram for large businesses, which we define as companies with $500 million revenue or more. These companies have large marketing departments that may manage hundreds of campaigns for different products in different locations.
Customer Experience Matrix
AUGUST 20, 2012
One of my favorite parts about putting out a new edition of the VEST report is I get to dive into a pile of new data about industry trends. Think Scrooge McDuck and his pool filled with gold coins. Indeed, with 208 data points on 22 vendors, there’s so much data that it’s a challenge to make sense of it. The approach I settled on this time is to compare the average score of each item against its average in the previous edition, six months earlier.
Customer Experience Matrix
AUGUST 2, 2012
I’ve been so busy analyzing the new VEST data that I missed the announcement that Eloqua’s would make its initial stock offering today. The valuation was a bit disappointing – $368 million, or just over four times revenue trailing 12-month revenue – but certainly a good return on its backers’ investment of about $41 million. And the stock did rise 12% on the first day.
Customer Experience Matrix
AUGUST 1, 2012
I’ve gotten used to thinking of the B2B marketing automation industry as entering a consolidation phase, during which a handful of dominant vendors emerge and small vendors drop away. That’s why I was a bit surprised when yesterday’s blog post showed that the “big four” industry vendors (Infusionsoft, HubSpot, Marketo, and Eloqua) are actually growing slower than the “next four” largest (Pardot, Act-On Software, Net-Results, and SalesFusion).
Customer Experience Matrix
AUGUST 21, 2012
One of the most important features of our VEST report on B2B marketing automation systems is that it divides marketing automation users into distinct segments, each having a different set of needs. This matters because the systems all do roughly the same things, making it hard for inexperienced buyers to tell them apart. Many vendors – especially those who target the middle sector – also try to serve all types of companies, adding to the confusion.
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