Customer Experience Matrix

Trending Sources

Four Must-Have Metrics for Marketing Measurement

Customer Experience Matrix

Summary: Four critical metrics tell you most of what you need to show the value of your marketing efforts and to optimize your results. And, here's a funny picture. There’s still time to sign up for my October 7 Webinar on stage-based marketing measurement (sponsored by Marketo and hosted by the American Marketing Association ). Marketing ROI. Inputs: marketing costs and marketing-related revenue.

Don't Fix Your Marketing Process

Customer Experience Matrix

Summary: In a constantly changing world, flexibility is more important than optimization. Marketers need people, processes and technology that allow them to react quickly to new opportunities. The always-insightful Adam Needles is running a series of blog posts this week that summarize the “real state” of B2B demand generation. So far, his main points have been that the role of B2B marketing has expanded to cover the entire buying cycle from initial lead generation through closed deals and that new technology must be accompanied by changes in people, process and content to have an impact.

CMO Council: CMOs and CIOs Are Not Aligned

Customer Experience Matrix

Summary: a CMO Council survey shows that CMOs and CIOs agree they need to cooperate, but disagree on how well they're doing and what their roles should be. Both sides need to work harder to close an increasingly-unacceptable gap. This affects marketing automation vendors too, since they sell to both sides. The free 32-page summary provides a detailed analysis and commentary. Or both. You decide.

CMO 46

Teradata Buys Aprimo for $525 Million: More Marketing Automation Consolidation To Come

Customer Experience Matrix

Summary: Teradata's acquisition of Aprimo takes the largest remaining independent marketing automation vendor off the market. The market will probably split between enterprise-wide suites and more limited marketing automation systems. Teradata announced today that is acquiring marketing automation vendor Aprimo for a very hefty $525 million – even more than the $480 million that IBM paid for somewhat larger Unica in August. Given the previous Unica deal. This is obviously a huge decision for Teradata, a $1.7 billion company compared with IBM’s $100 billion in revenue.

Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs.

Alterian Alchemy Knits Together Marketing Components

Customer Experience Matrix

Summary: Alterian just announced Alchemy, which provides a new interface and tight integration across existing components. Alterian last week announced a new generation of products called Alchemy. It’s positioning these as “customer engagement solutions” rather than “campaign management” solutions. The general idea seems to be that customer engagement involves digital dialogs while traditional campaign management is mostly about outbound messages. Happily, there’s more here than new labels. across channels. These will be released throughout the first half of next year.

FAQ 33

Do Small Businesses Need Marketing Automation?

Customer Experience Matrix

Summary: Vendors who target small businesses include provide functions beyond traditional marketing automation. This helps business owners who need to generate revenue as efficiently as possible. But larger firms need to be efficient too: so expect all marketing automation systems to eventually expand in similar ways. The replies are rolling in from the survey of vendor features that I mentioned last week. Reminder: you can upload the 150+ questions for your own RFP from www.raabguide.com.) These include Genoo , Hubspot , Infusionsoft and OfficeAutoPilot.

Tableau Software Adds In-Memory Database Engine

Customer Experience Matrix

Summary: Tableau has added a large-scale in-memory database engine to its data analysis and visualization software. This makes it a lot more powerful. Hard to believe, but it's more than three years since my review of Tableau Software ’s data analysis system. Tableau has managed quite well without my attention: sales have doubled every year and should exceed $40 million in 2010; they have 5,500 clients, 60,000 users and 185 employees; and they plan to add 100 more employees next year. Ah, I knew them when. What really matters from a user perspective is that the product itself has matured.

Oracle Buys ATG: Bad News for Marketing Automation?

Customer Experience Matrix

So… Oracle bought ATG today for $6.00 per share or, as the press release puts it with charming nonchalance, “approximately $1.0 billion”. I can’t exactly say I told you so, since this particular pairing never crossed my mind. But if you look back at my “doughnuts and pizza slices” post on software acquisitions , it does make perfect sense. ATG is a specialist in e-commerce (the ERM doughnut in the online operations pizza slice), an area where Oracle’s traditional ERM products are weak. In other words, Oracle needs a Web analytics product. nuff said. So much for the obvious. Just ask Oedipus.

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

Ranking B2B Marketing Automation Vendors: Part 3

Customer Experience Matrix

Summary: The first two posts in this series described my scoring for product fit. The third and final post describes scoring for vendor strength. And I'll give a little preview of the charts these scores produce.without product names attached. As with product fit, I used different weights for different types of buyers. Specific rationales are in the table. Well, maybe I peeked a little.)

Case Study: Using a Scenario to Select Business Intelligence Software

Customer Experience Matrix

Summary: Testing products against a scenario is critical to making a sound selection. But the scenario has to reflect your own requirements. While this post shows results from one test, rankings could be very different for someone else. I’m forever telling people that the only reliable way to select software is to devise scenarios and test the candidate products against them. Define Requirements.

More on Marketo Financials: Despite Past Losses, Prospects Are Bright

Customer Experience Matrix

Summary: Public data gives some insights into Marketo's financial history and prospects. Despite past losses, the company is in a strong position to continue to compete aggressively. Here’s a bit more on this week's $25 million investment in Marketo : a piece in VentureWire quotes revenue for Markteo as $4.5 million for 2009 and "triple that" ($13.5 million) for 2010. million actual vs. $10.4

Doughnuts and Pizza Slices: Analyzing Consolidation and Competition Among Software Vendors

Customer Experience Matrix

Summary: One way to understand consolidation and competitive trends affecting marketing software is to look at systems across several dimensions: how closely they relate to customers; whether they are operational or analytical; and whether they support online or offline activities. Combining these provides interesting insights into who competes with whom and what they're likely to do next.

CRM 11

Hard Data to Justify Your Marketing Automation Investment

Customer Experience Matrix

Summary: So you want some hard numbers to prove the value of marketing automation? Here's a bunch. client asked yesterday if I had some benchmark information to justify the cost of her marketing automation project. This set off an hour-long scavenger hunt through my hard drive, followed by sporadic afterthoughts later in the day. Since this is a question that comes up pretty often, I figured I’d share some of the more useful results. If anyone else cares to expand on this list, even better. 1. Neolane “ Making the Business Case for Enterprise Marketing Software ”. Statistics include: • 16.5%


8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust.

Eloqua10 Offers a Much-Improved Interface and Revenue Reporting

Customer Experience Matrix

Summary: Eloqua10 provides much-needed update to Eloqua's user interface and a new reporting infrastructure for “revenue performance management”. Neither change is revolutionary but both substantially improve the company’s competitive position within the crowded B2B marketing automation industry. Eloqua is slated to officially release its long-promised Eloqua10 system on November 21.

Rapid Insight Provides Low-Cost Options for Desktop Data Transformation and Predictive Modeling

Customer Experience Matrix

Summary: Rapid Insight offers low-cost desktop tools for data transformation and automated regression modeling. They're a good choice for companies that need something simple yet powerful. Predictive modeling is widely used by consumer marketers to select names for mailing lists and to decide which products to offer existing customers. Nor do they have the skills to use a product like SAS.

Right On Interactive Offers Lifecycle Reporting

Customer Experience Matrix

Summary: Right On Interactive has added great life stage reporting to the data integration and output generation features of its earlier 5Buckets product. It could supplement a traditional marketing automation system or perhaps replace one. Either way, it’s worth a look to see what you’re missing. We'll start with the standard marketing automation functions. Contacts are rescored nightly.

Checklists for Selecting a Marketing Automation System

Customer Experience Matrix

Summary: here are some checklists to help select a marketing automation system. For more details, attend my Focus Webinar on June 29. On June 29, I'll be giving a Webinar on “Matching a Marketing Automation System to Your Needs”, part of a day-long set of all-star lead management presentations organized by the Focus online business community. Click here to register ; it’s free.)

A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey.

Omniture Study Suggests Marketers Doubt Value of Analytics Investment

Customer Experience Matrix

Not to beat a dead horse, but Wednesday’s eMarketer reported on yet another survey that touched on the question of why marketers don’t measure. Although the Omniture 2010 Online Analytics Survey is obviously limited to Web analytics, the answers probably apply to other types of measurement as well. Perhaps I’m peerless. But the snippets published in eMarketer are enough for now. But wait.

OneSource Survey: Salespeople Accept Value of Leads from Marketing

Customer Experience Matrix

Summary: A survey of business-to-business salespeople finds they (still) consider themselves their best source of qualified leads. But marketing-generated leads are gaining increasing respect and salespeople are increasingly looking for help from outside data vendors. Marketers should work closely with salespeople to reinforce these trends, which promise to lower the overall cost per sale.

Matching Social Media to Your Needs and Resources

Customer Experience Matrix

Summary: Marketers face so many choices that just deciding which to explore is a major challenge in itself. Here are some ways to match social media to your business objectives and resources. I’ll be giving a Webinar on March 23 ( register here ) with Neolane about cross channel marketing. At least that’s the official topic. media must be matched to your resources.

Conversen Simplifies Complex Messages Through Multi-Channel Dynamic Content

Customer Experience Matrix

Summary: Conversen makes it easy to generate dynamic messages across multiple channels. It's more a supplement than a replacement for conventional campaign management but should save a lot of work for marketers and their agencies. The problem is that this requires creating hundreds of versions of the messages and making sure that each is matched to the correct end-point. So where’s the catch?

The Ultimate Guide to Content Experience

The process of content marketing has typically been defined by a three-pillar system that consists of “Creation”, “Distribution”, and “Insights”. However, this system neglects to include the significant fourth pillar of content marketing: Experience.

ExactTarget Survey: Lack of Skills Slows Growth of Digital Marketing

Customer Experience Matrix

Summary: a new survey from ExactTarget shows that digital marketing is growing faster than database marketing or mass media, and that agencies have a harder time adding digital capabilities than their clients. It also suggests that marketers are moving into digital channels even when they can’t measure their value very well. You can buy the complete survey from Econsultancy.

Coremetrics Survey: Online Marketers Eager to Consolidate Data Across Channels

Customer Experience Matrix

Summary: a survey sponsored by Coremetrics shows that online marketers are eager to merge data from multiple sources. This is the long-term solution to closing the gap between database and digital marketers. I was debating yet another post on database vs digital marketing when I saw a Direct Newsline headline that said “ Online Marketers Talk The Talk, But Don't Walk The Walk ”. Sweet.

Kynetx Lets Marketers Customize User Experience Across Web Sites

Customer Experience Matrix

Summary: Kynetx lets marketers enhance and coordinate user experience across multiple Web sites. It’s so different from site-based Web personalization that the possibilities can be hard to grasp. But I think they’re substantial. The classic view of online anonymity is the 1993 New Yorker cartoon, “On the Internet, nobody knows you’re a dog.” Kynetx offers a more powerful alternative.

QlikView's New Release Focuses on Enterprise Deployment

Customer Experience Matrix

I haven’t written much about QlikView recently, partly because my own work hasn’t required using it and partly because it’s now well enough known that other people cover it in depth. But it remains my personal go-to tool for data analysis and I do keep an eye on it. The company released QlikView 10 in October and Senior Director of Product Marketing Erica Driver briefed me on it in a couple of weeks ago. Here’s what’s up. Business is good. If you follow the industry at all, you already know that QlikView had a successful initial public stock offering in July. Features are stable.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful.

HubSpot Expands Its Services But Stays Focused on Small Business

Customer Experience Matrix

Summary: HubSpot has continued to grow its customer base and expand its product. It's looking more like a conventional small-business marketing automation system every day. You have to admire a company that defines a clear strategy and methodically executes it. HubSpot has always aimed to provide small businesses with one easy-to-use system for all their marketing needs. The company began with search engine optimization to attract traffic, and added landing pages, blogging, Web hosting, lead scoring, and Salesforce.com integration. But I wouldn’t be surprised if they changed their minds.

Treehouse Interactive Refines Its Features and Targets Larger Firms

Customer Experience Matrix

Summary: Treehouse Interactive has been slowly enhancing its marketing automation system with features that appeal to experienced users. Its new clients are larger firms and half are switching from another marketing automation product that they found inadequate. This might foreshadow attrition problems at other vendors. It’s been nearly two years since my last review of Treehouse Interactive. Here's an update. The big news is, well, that there’s no big news. It added Marketing View marketing automation in 1999 and Reseller View partner management after that. form integration.

LoopFuse Captures More Web Traffic Data

Customer Experience Matrix

Summary: LoopFuse has extended its system to capture more Web traffic data, which lays the foundation for future analytics. LoopFuse recently released its latest enhancements, which it somewhat grandiosely labels as making it “ the First and Only Marketing Automation Solution with Inbound Marketing ”. In fact, as the subhead to their press release states, what they’ve really done is somewhat more modest: add “real-time Web traffic intelligence” by providing features to capture search terms, referring sites and page views, and link these to individual visitors. All of these are valuable reports.

Why Put Another $25 Million Into Marketo?

Customer Experience Matrix

So.our friends at Marketo announced today that they've received another $25 million in venture funding. As one of their competitors snippily commented on Twitter, "Does that make the total $50M or $60M? lost track." I've lost track too, but it doesn't really matter. Marketo's strategy has been clear from the start: spend heavily to establish a strong position despite a relatively late start in the market. Of course, it wasn't just a matter of spending (Microsoft Zune, anyone?); they needed a solid product and good marketing as well. On all fronts, Mission Accomplished.


2016 Email Marketing Metrics Benchmark Study

To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can be scarce.

Alsa Marketing Adds Multi-Language Capabilities to Low-Cost Marketing Automation

Customer Experience Matrix

Summary: Alsa Marketing is a late entry to small business marketing automation. They support multiple languages, which should gain them some business. Otherwise, though, it will be tough for them to compete with better-established players. It’s harder every day for a new company to enter the business-to-business marketing automation industry. Of the three classic competitive strategies – low price, great service and innovative products – there are plenty of low price options and leading vendors work aggressively to help their clients succeed. Alsa has some other unusual features.

Fractional Response Attribution is Worse Than Nothing

Customer Experience Matrix

Summary: Should companies apply fractional revenue attribution when more sophisticated methods are impractical? think not: it gives inaccurate results that could result in bad decisions. Better to avoid financial measures at all if you can't do them properly. spent most of the past week in San Francisco at overlapping conferences for the Direct Marketing Association and Marketo. My Marketo presentation was based on the marketing measurement white paper I recently wrote for them, which argues that measurement should be based on tracking buyers through stages in the purchase process.

Webinar and White Paper on Marketing Measurement

Customer Experience Matrix

Marketo yesterday released Winning the Marketing Measurement Marathon , a white paper that I wrote for them. This was timed to coincide release of their new Revenue Cycle Explorer , which adds advanced reporting to their Revenue Cycle Analytics line. See my August 3 post for more details on Revenue Cycle Analytics.) I'll also be speaking with Marketo in an October 7 Webinar hosted by American Marketing Association. Please join us.

150+ Questions for Your Marketing Automation RFP

Customer Experience Matrix

Summary: I've posted a list of nearly 200 RFP questions that I hope many people will adopt to their own needs. If it's used widely, buyers and vendors both benefit. Death, taxes and RFPs. For business software vendors, all three are equally inevitable – and it's not clear which they dislike most. In my on-going humble efforts to serve the industry, I’ve posted nearly 200 detailed questions that could serve as the backbone for many RFPs. The list is available in the Resources section at www.raabguide.com ; it’s free once you register.) Still, the approach has several drawbacks.

10 Key Marketing Trends for 2016

Learn how you can deliver the outstanding cross-channel experiences your contacts want.