Customer Experience Matrix

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Ensighten Transforms Web Tags into Rich Customer Data

Customer Experience Matrix

If origin stories count, and I think they do, then it’s worth noting that Ensighten’s started in 2009 as a digital analytics agency. Looking back once more at last month’s post on the future of marketing data , you may recall that I briefly mentioned the intriguing rise of Web tag management systems as platforms to integrate customer data. Tealium highlighted the topic on Tuesday with $30.7 million in new funding , bringing the total to $77.9 Sounds like a Customer Data Platform to me. But I''ll get back to Tealium some other time. million if you''re keeping score).

Beanstalk Data Adds Service to the Marketing Automation Recipe

Customer Experience Matrix

Although it just hit my personal radar, the company was founded in 2007 and launched its product in 2009. Exploring a new marketing automation system is like biting into a bonbon: part of the fun is you never know what you’ll find inside. Thinking in those terms, Beanstalk Data is a tasty morsel. And it adds just enough spice to leave a pleasingly distinctive flavor.

Adobe Buys B2C Marketing Automation Leader Neolane: One Gap Filled, But Where's CRM?

Customer Experience Matrix

That frankly didn’t take much insight, but I’ll brag a bit more about having pegged Adobe as needing to add marketing automation as far back as this post in 2009 and again in 2010. Adobe today announced plans to acquire Neolane , the largest remaining independent B2C marketing automation vendor (excluding email-focused providers like Responsys and Silverpop ). Price was $600 million, which is roughly in line with the 8x revenue paid for ExactTarget and Eloqua recently. The deal is not particularly surprising.

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Neolane Interaction Tightly Integrates Real-Time and Outbound Marketing Campaigns

Customer Experience Matrix

One of its offerings, originally launched in 2009, is its real-time interaction manager, Neolane Interaction. As I mentioned last week , there haven’t been many new B2C marketing automation products in recent years. But this doesn’t mean the industry has been stagnant. New developments have come from established vendors who are steadily expanding their products. Neolane has been one of these, growing from its roots in email to encompass other outbound and inbound channels, and more recently with a slew of social and mobile marketing features. But Neolane seems to pull it off.

Gainsight Gives Customer Success Managers a Database of Their Own

Customer Experience Matrix

Gainsight was founded in 2009 and started taking paying customers in 2012. I had a conversation last week with a vendor whose pitch was all about providing execution systems with a shared database that contains a unified view of customer information from all sources. This post is not about that company. This will help users define the rules that drive alerts.

Salesforce.com Announces Site.com Web Site Management: Will Marketing Automation Features Follow?

Customer Experience Matrix

Here’s a piece from 2009.) Salesforce.com yesterday announced the launch of Site.com , an enterprise-class Web site management system. The news didn’t seem to get much attention, perhaps because Salesforce.com itself pretty much buried it. But Salesforce.com VP of Product Management Anshu Sharma did post a detailed explanation of the rationale on a Salesforce.com blog. My original reaction was “I told you so”, since I’ve been talking about the convergence of CRM and Web site management for years. Not that I'm bragging or anything.) Some of that gobbling has already begun.

Marketo Sales Insight Expands Salesforce Access to Marketing Data

Customer Experience Matrix

Summary: Marketo's new Sales Insight ranks prospects for sales people, based on recent Web and email activities. It lets Marketo sell seats to sales departments, which could be more lucrative than selling its core demand generation system. But I expect the sales automation vendors to take the business for themselves. Features include: - a ranked prospect list, based on measures of interaction intensity (represented by one, two or three flames) and prospect value (up to three stars). The idea is to help the sales rep decide who to call first. three Web site visits in two days).

Optimove Helps Optimize Customer Retention (And, Yes, It's a Customer Data Platform)

Customer Experience Matrix

Optimove was founded in 2009 and currently has about 70 clients, mostly in Europe. As I wrote last week , it sometimes seems that every system I look at these days is a Customer Data Platform. Of course, this is partly because I’m choosing to look at that type of system, and partly because CDP vendors are reaching out to me. The connections may be through file transfers or APIs.

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Good Look at QlikView from a Microstrategy Consultant's Viewpoint

Customer Experience Matrix

I noticed some visitors this morning from the blog of Microstrategy consultancy Aellament , and found they have published a nice look at QlikView on their blog. It's worth a read, and quite interesting in their appreciation of the advantages that QlikView offers over the product they know best. They fairly point out some disadvantages too, of which I think lack of a unified metadata view is probably most significant. That's exactly what I've seen as QlikView's advantage and I think it's fundamentally reshaping the industry. build the data warehouses). This has always been the heavy lifting.

SiteCore Migrates from Web Content Management to Cross-Channel Customer Engagement

Customer Experience Matrix

In other words, SiteCore has been steadily executing on the strategy they described in 2009. It’s more than three years since my original post about SiteCore’s plans to transform itself from a Web content management system to a platform for cross-channel customer experience management. Letting external systems deliver the actual interactions causes no particular harm.

Insights from Eloqua's IPO Registration Statement

Customer Experience Matrix

Revenue increased roughly $10 million per year from 2006 through 2010, which is nothing to sneeze at although the higher base meant the percentage rate slumped significantly in 2009 and 2010, to about 25%. The company tightened its belt in response to economic conditions in 2009, in particular by reducing marketing and sales costs by nearly $4 million (more on that later).

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

Customer Experience Matrix

million for 2009 and "triple that" ($13.5 Data I've collected over the years shows that Marketo had about 120 clients at the start of 2009, 325 at the start of 2010, and should end 2010 with about 800. My records suggest that the headcount at the start of the 2009 was around 35, so the average headcount for that year was about 52. million in 2009 and $21 million in 2010.

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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Market2Lead User Interface: Attention to Detail Pays Off

Customer Experience Matrix

Summary: Market2Lead's revised user interface has plenty of refined details. But what's most important is it offers different ways to build simple and complex campaigns. This beats even the best "one size fits all" approach. Time flies. I saw a demonstration of Market2Lead ’s new user interface last December, and they released it in February. But I’m only now getting around to writing about it.

Silverpop Engage B2B Adds Visual Campaign Builder

Customer Experience Matrix

Summary: Silverpop Engage B2B has added an innovative visual campaign builder that supports complexity without the drawbacks of a Visio-style flow chart. Thumbs up. This is the first of three planned posts on updated interfaces from demand generation vendors.) Click here for a video demonstration.) Since this matches my own oft-stated opinion, I readily agreed. But I digress.

Marketbright's Campaign Flows Work Well for Serena Software

Customer Experience Matrix

Summary: Serena Software is pleased with Marketbright's Visio-style interface for complex campaigns. The real work is in designing the campaigns, not setting them up in the software. The short answer is that Serena is very pleased, since the flows make it easier to enforce complex processing rules that were otherwise difficult to define and execute. We did discuss testing in general.

New White Paper and Eloqua Prospect Profiler

Customer Experience Matrix

Eloqua yesterday announced Eloqua Prospect Profiler , which makes it easier for salespeople to review prospect behaviors that are captured by the demand generation system. In honor of the event, they sponsored a white paper by Yours Truly on the general topic of, um, why it’s important to make it easier for salespeople to review prospect behaviors that are captured by the demand generation system.

Lyzasoft: Independence for Analysts and Maybe Some Light on Shadow IT

Customer Experience Matrix

Long-time readers of this blog know that I have a deep fondness for QlikView as a tool that lets business analysts do work that would otherwise require IT support. QlikView has a very fast, scalable database and excellent tools to create reports and graphs. But quite a few other systems offer at least one of these.* See my post What Makes QlikTech So Good for more on this.)

QlikView Is Champion In Aberdeen AXIS (But Is This Graph Necessary?)

Customer Experience Matrix

I occasionally do some development work in QlikView and have made no secret that I think it's a great product. So part of me was pleased to learn that it had been listed as a—indeed, the only—“champion” in an Aberdeen Group AXIS report on BI/Performance Management software. For details, see What Makes QlikTech So Good? --by far the most popular post I've ever written.)

LoopFuse Offers No-Frills Demand Generation

Customer Experience Matrix

LoopFuse was founded in 2007 although it was largely in stealth mode through early 2009. Summary: LoopFuse offers attractive but limited demand generation functions at an easy-to-swallow price. It’s been nearly a year since I took my first close look at the LoopFuse OneView demand generation system. didn't write about them because the vendor was planning some major improvements and it made more sense to publish a review after these in place. We reconnected in December and the product is now ready for its close up. The conditional nodes make up some of the deficit.

Survey Suggests Marketers Are Moving from Paid to Social Media

Customer Experience Matrix

Presumably this was the result of the survey method – an online survey based on email invitations to the lists of King Fish and co-sponsors HubSpot , Junta42 and Upshot Institute. In addition to the industry skew, this probably reached a group that’s much more online-oriented than marketers as a whole. The best I can do is to treat the results very carefully: assuming that this group shares some characteristics of the broader universe, but keeping in mind that some answers might reflect its atypical composition. Here goes. 1. without a sales force) than in other industries.

Show Me the Numbers: Hard Data on Internet Use and Media Spend

Customer Experience Matrix

Probably the most comprehensive study along these lines was Global Faces and Networked Places , released by Neilsen in March 2009. Digging a little deeper within the social media category, the women’s blogger community BlogHer reported in its 2009 Women and Social Media Study that as of March 2009, 75% of women participated in social networks, compared with 55% who read blogs, 40% read message boards or forums, and 16% update status on platforms like Twitter. Forrester chart posted on Mashable shows interactive marketing spend by category, projected from 2009 to 2014.

SalesFusion Combines Online and Offline Marketing with CRM

Customer Experience Matrix

It merged in 2007 with online forms vendor AxiomFire and assumed its current name in January 2009. Summary: SalesFusion combines all channels within marketing, and merges marketing automation with CRM as well. This one-stop-shopping will be most attractive to small and mid-size companies, although I expect that larger firms will eventually want it too. Look, I know online marketing is important. But let’s not forget that offline channels still account for nearly 90% of total advertising expenditures. online chat and - telemarketing support through the CRM component.

LucidEra's Failure: More Evidence that Marketers Won't Pay for Measurement

Customer Experience Matrix

When I spoke with them again in October 2008, the number was 50 and it was still at 50 when we spoke in April 2009. For recent evidence along these lines, see the 2009 Marketing ROI and Measurements Study published by Lenskold Group and sponsored by MarketSphere , which found that “6 in 10 firms (59%) indicate having an increased demand for marketing measurements, analysis and reporting in 2009 without the budget necessary for those measurement efforts.” I’m just catching up with what happened while I was on vacation these past two weeks. penetration.

Spredfast Offers Systematic Management for Social Media Campaigns

Customer Experience Matrix

Summary: Social Agency’s Spredfast helps marketers schedule social media campaigns the same way they schedule paid advertising. It seems like common courtesy to listen to an existing conversation before jumping in with a comment. If social media worked the same way, companies would first buy a monitoring system to track what’s being said, followed by tools to respond to comments made by others. Only later would they initiate conversations and, eventually, provide tools to help their friends spread the word. Silly me. On reflection, this makes sense. Spredfast supports on-demand posting too.

Aberdeen Predicts Web Content Systems Will Add Marketing Automation: I Agree, But.

Customer Experience Matrix

Summary: a new Aberdeen Group report argues that Web content management systems should add customer management features and will ultimately compete with traditional marketing automation products. agree with one reservation: I doubt large companies will use a single system to manage all customer touchpoints. I’ve been convinced for some time that Web content management systems (CMS) will become important platforms for marketing automation. But this could change.) Aberdeen Group’s report Next Generation Web Content Management makes a convincing case for a similar position. Exactly.

B2B Marketing University Part 2: Marketing Content Has to Work Harder

Customer Experience Matrix

Summary: As marketers add more content to meet needs throughout the purchase cycle, they must work harder to ensure prospects actually read it. One of the emergent themes at Tuesday’s session of the B2B Marketing University was the growing importance of marketing “content”. The general logic was that marketers increasingly interact with prospects throughout different stages of the sales cycle, and each stage needs different materials. The materials also need to be tailored to different types of buyers – or “personas” if you want to get fancy – so you need even more variety.

B2B Marketing University: For Now, Marketing Automation and CRM Are Still Separate

Customer Experience Matrix

Summary: Marketing automation and CRM systems may eventually converge, but for now marketers need help explaining why they need a system of their own. hugely enjoyed yesterday’s Boston session of the Silverpop -sponsored B2B Marketing University. You can catch another session in Atlanta next week and in Seattle on December 1.) I won’t try to recap four hours of insights from Adam Needles from Silverpop, Carlos Hidalgo of Annuitas Group and Joe Moloney of Conselltants (no Web site, it seems), as well as Yours Truly. But there were a couple of topics that caught my fancy: 1. Vendors take note. 2.

Net-Results Simplifies Demand Generation for Small Business

Customer Experience Matrix

The Net-Results system was launched in April 2009 and the vendor says it now has “hundreds” of clients. Summary: Net-Results is simpler to use than comparable demand generation systems because it applies the same features to many tasks. The system is aimed at small business but offers an interesting design lesson for everyone. When Net-Results ’ showed me their marketing automation system, the demonstration ended so quickly that I wondered what was missing. But on reflection I realized that Net-Results offers a full set of demand generation functions. Net-Results does not.

Demand Generation Vendor Traffic Rankings

Customer Experience Matrix

Summary: Based on Web traffic rankings, new demand generation vendors with low prices are gaining market presence. Pardot and (perhaps) Genius.com look particularly strong. But Eloqua , Silverpop and Marketo remain industry leaders. Last November, after much consideration of alternatives , I settled on Alexa three-month Web traffic rankings as a reasonable way to measure the relative market presence of demand generation vendors. You can see that post here. revisited that data today, adding a few new vendors and dropping some of the very minor ones. Results are in the following table. Ready yet?)

5 Steps to Marketing Measurement Maturity

Customer Experience Matrix

Summary: marketing performance measurement can start with simple response tracking, and grow in stages to show business impact, track the buying process, optimize results and demonstrate strategic alignment. Each stage adds new data, systems, measures and processes. I’ll be talking about marketing measurement this Tuesday at Silverpop ’s B2B Marketing University seminar in Palo Alto, with a repeat performance in Boston on November 4. The core of my presentation will be a 5-step measurement maturity model for B2B marketers. This post will give you a brief summary. Here are the details. 1.

Beautiful BABI: SiSense PrismCubed Offers Business Intelligence for Business Analysts

Customer Experience Matrix

Summary: SiSense PrismCubed offers a reasonable option for a business-analyst business intelligence system. It’s probably a little harder to use than some competitors, but gives a bit more power and flexibility in return. SiSense PrismCubed, officially launched this past August, is another member of the growing set of business intelligence systems aimed at empowering business analysts to build their own applications. I’ve also written about QlikView and Lyza , and think there are others. These systems also provide report creation and distribution. category fall into one or another such group.

Survey Looks for Hostility to Behavioral Targeting, and Finds It

Customer Experience Matrix

Summary: a new survey found that most Americans oppose behavior-based Web targeting. The authors clearly had an agenda, but the industry still needs to present its side of the story. recent survey conducted by professors by UC/Berkeley and University of Pennsylvania concluded (to quote its full title) that “Contrary to what marketers say, Americans Reject Tailored Advertising and Three Activities That Enable It.” Is it just me, or do I detect a bit of hostility? doubt that really had much impact on the results. People may have interpreted the unstated alternative as no advertising at all.

Helmsman Shows How To Serve Small Business Marketers

Customer Experience Matrix

Helmsman released its product in April 2009 and currently has about 20 systems in place. Summary: Helmsman Marketing offers turnkey marketing campaigns for small business. It's a great way to meet their needs, but probably not the model that will ultimately prevail in small business marketing automation. I’ve spent a lot of time recently talking to marketing automation vendors hoping to sell to small businesses. They all seem to think this market is under-served and therefore open for them to dominate. Ok, that last sentence is a mouthful. These are all managed by the vendor itself.

Entiera Offers Consumer Marketing Automation Software as a Service

Customer Experience Matrix

Tasks cannot be assigned to specific individuals, although this should be added by the end of 2009. Summary: Entiera is a sophisticated consumer marketing automation system, offered as a service and at a lower price than conventional competitors. Entiera Insight is a marketing automation system primarily for companies that sell to consumers. I’m highlighting this because most of my recent posts have been about B2B marketing automation (demand generation) systems, and the two types of systems are quite different. This means I apply different standards to evaluate them. Back to Entiera.

More Surveys Agree: Web and Non-Web Data Must Be Integrated

Customer Experience Matrix

It’s not that I’m obsessive, but just to gnaw a bit more on last week’s bone about the coming unification of Web and other marketing data. - a recent survey sponsored by enterprise marketing automation vendor Unica found that “integration with other marketing solutions” was the most commonly cited web analytics challenge (46%). This was followed by “verifying accuracy of data (inflation/deflation)” (41%) and “not comprehensive/missing types of data” (32%). It’s interesting that the question was about Web analytics in particular – even analyzing Web results by itself requires non-Web data.

Hubspot Offers Small Business Marketers a Big Bundle of Features

Customer Experience Matrix

It extended this in 2009 email alerts triggered when user-selected leads visit the Web site. Summary: Hubspot offers a bundle of Web traffic generation and lead management features in one low-cost package. Small businesses willing to invest some effort should be pleased with the results. Yesterday’s post described one strategy to sell marketing automation to small businesses: provide a specific, turnkey service that requires virtually no skill or effort from the user. Of course, these multi-function systems must still be suited to users with little time and expertise.

Web Analytics Is Dead. So Is Customer Centricity. I Need a Drink.

Customer Experience Matrix

Even as analysts are still sorting through the implications of last week’s acquisition of Omniture by Adobe , the industry saw two additional important announcements this week: Omniture combining its data with comScore to help measure Web advertising audiences , and Nielsen working with Facebook to poll consumers on advertising impact. Both announcements share several interesting features: they don't rely on traditional Web analytics (tracking page views); they involve vendors who report data from consumer panels; and they relate to measuring advertising measurement. Who Owns The Data?

Acxiom Uses Social Media Data to Segment Email Lists

Customer Experience Matrix

Summary: Acxiom's new social media marketing tool gathers public data about social media links and uses it to segment email lists. It's a different, and arguably more practical, approach to helping marketers take advantage of social media. Acxiom last week released a new “social media marketing” solution called Relevance-X Social. Disclosure: I am a consultant to Acxiom, although I had nothing to do with this product). So Acxiom has taken its own database of more than 500 million email addresses and found the connections for each. Relevance-X includes two other components.

RightNow Adds Social Community Capabilities (But Don't Expect Support Costs to Fall as a Result)

Customer Experience Matrix

Summary: RightNow has extended its social media footprint by purchasing HiveLive, which lets companies build public and private communities. It also released a benchmark survey showing that online channels (email, chat, Web self-service) don't do much to reduce customer service telephone calls. In keeping with my recent posts about broader utilization of social media, I had a chat earlier this week with on-demand CRM vendor RightNow , who updated me on their recent purchase of HiveLive. If I understood correctly, RightNow and HiveLive can do this already. Either way, it’s food for thought.

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