2010

Customer Experience Matrix

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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.

Predictions for B2B Marketing in 2011

Customer Experience Matrix

I don't usually bother with the traditional "predictions for next year" piece at this time of year. But I happened to write one in response to a question at the Focus online community last week. So I figured I'd share it here as well. Summary: 2011 will see continued adjustment as B2B lead generators experiment with the opportunities provided by new media. 1. Marketing automation hits an inflection point, or maybe two. Mainstream B2B marketers will purchase marketing automation systems in large numbers, having finally heard about it often enough to believe it's worthwhile.

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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.

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150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more.

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.

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Ranking B2B Marketing Automation Vendors: How I Built My Scores (part 1)

Customer Experience Matrix

Summary: The first of three posts describing my new scoring system for B2B marketing automation vendors. I’ve finally had time to work up the vendor scores based on the 150+ RFP questions I distributed back in September. The result will be one of those industry landscape charts that analysts seem pretty much obliged to produce. On the other hand, such charts are immensely popular.

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.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.

LeadForce1 Adds Mind Reading to Marketing Automation

Customer Experience Matrix

Summary: LeadForce1 infers Web visitors' intent and sales stage from the contents they read. It combines this with standard B2B marketing automation features to provide better-qualified leads to sales people. The B2B marketing automation industry has reached the stage where product features are similar and companies compete primarily on business and marketing savvy. This intrigues me in its own way although it's not as much fun as looking at cool new technologies. Of course, if you’re a vendor offering a cool new technology, the stakes are higher. Such is my take on LeadForce1.

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.

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.

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.)

Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Between November 5 and November 17, we surveyed 601 marketers with an 18-question online survey. A few weeks later, Adweek sent the questionnaire to 144 additional marketers. As the survey was answered by nearly our entire population target, the calculated margin of error was approximately 1 percent. Here's what we learned.

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.

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ClickSquared System Combines Marketing Database, Campaign Management and Multi-Channel Message Delivery

Customer Experience Matrix

Summary: ClickSquared is marketing services agency that, unlike most of its peers, has built its own marketing automation system. The main advantage is tight integration of database build, campaign management and message delivery. The vendor has just officially launched its system, which should meet the needs of most mid-tier consumer marketers. In a post last week , I casually described ClickSquared as a vendor delivering multi-channel messages for external campaign management systems. This was not wholly accurate. Apologies to all for over-simplification. options.

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%

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Content Methodology: A Best Practices Report

If you're concerned that your organization's content marketing isn't as effective as it could be, this report is for you.

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.

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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.

IBM Buys Unica: Will Acquisitions Now Shift to B2B Marketing Automation?

Customer Experience Matrix

IBM announced this morning that it was purchasing enterprise marketing automation leader Unica for $480 million, more than double the company’s current stock market valuation. This is wholly unsurprising: as the last and only big independent left in its space, Unica was obvious acquisition bait. It was also a motivated seller, since it faced an increasingly impossible struggle to fund the product enhancements necessary to compete with the likes of SAS , Teradata and Siebel / Oracle. Sorry, but I don’t see a connection. The other option would be email vendors like ExactTarget and Responsys.)

SAS, Unica and smartFocus Add Social Media Features

Customer Experience Matrix

Summary: major consumer-oriented marketing automation vendors have all added some type of social media capabilities. But some focus on monitoring conversations while others help marketers send more messages. Be sure you know which you're getting. On Monday, marketing automation vendors SAS and Unica both announced new social media capabilities. SAS provided quite a bit of detail while Unica did not , so I can’t compare the two announcements in depth. What’s really interesting is how widely those flavors vary. See my discussion last July for details.

Staffing and Launching Your Content Marketing Program

Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.

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.)

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.

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?

Content Marketing Playbook: Strategy and Roadmap

Every brand’s content roadmap is different; each path to success is unique to that brand’s story, perspective, assets, and goals. But there is an overarching approach that’s proven to work—one we’ve refined after helping hundreds of brands reach their content marketing goals and after speaking with some of the brightest minds in the industry.

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.