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Why Most Consumer Marketing Automation Systems Are Not Software-as-a-Service, And When That Will Change

Customer Experience Matrix

Summary: Consumer-oriented marketing automation systems have been slower to adopt the Software-as-a-Service model than business marketing (demand generation) systems. Software-as-a-Service (SaaS) is now the standard model for business-to-business marketing automation (a.k.a. But consumer-oriented marketing automation products from vendors like Unica , SAS and Teradata are still commonly sold as traditional on-premise software. In short, there’s nothing inherent in consumer marketing that prevents use of the SaaS model.

Getting Closer to My Usability Ratings

Customer Experience Matrix

offering a white paper or promoting a Webinar) and the larger process of managing the flow of treatments. I’d already noticed that the simplicity-focused vendors ( Marketo , Infusionsoft , OfficeAutoPilot and, as of yesterday, Genius.com ) build their campaigns as a list of steps with no branching flows. (To be wholly accurate, some of them do permit limited branching within each step. But I also knew that some of the vendors focused on complex programs ( Market2Lead , Marketbright and arguably Silverpop/Vtrenz ) embed similar-looking list-style campaigns within a larger flow logic.

Low Cost Systems for Demand Generation

Customer Experience Matrix

But what really concerns me is that these people are apparently limiting their consideration to just those two products. I do recognize that they are the best known vendors in the space (with apologies to Vtrenz , whose identity is somewhat blurred since its purchase by Silverpop ). But there are plenty of other options, particularly for marketers with limited budgets. Marketo is certainly a fine product, but marketers should still look around before picking it by default. They focus on email nurturing campaigns and marketing measurement. Just kidding.or am I?)

CRM 2

First Look at New Marketo Release

Customer Experience Matrix

In Fernandez’ view, this reflects a fundamental philosophical difference from his competitors: Marketo sees marketing as reacting to prospect-initiated behaviors, not executing company-driven interaction paths. This is a perfectly straightforward approach, although I suspect that marketers may find it hard to keep track of the selection rules as they get increasingly complicated. Products including Silverpop Engage B2B (formerly Vtrenz), Market2Lead and Marketbright also let marketers set up small, sequential campaigns and embed them in selection framework.

How Demand Generation Systems Handle Company Data: Diving into the Details

Customer Experience Matrix

If it turns out once you drill into details that two are missing some small-but-critical feature, you have to either go with the one remaining or start the process again with another set of candidates. Of course, this means you have to know what those details are, which in turn requires still more preliminary work. I was going to (and still may) write a separate post about this, but basically that means you have to lay out the details of the marketing programs you expect to execute with the system, and then identify the features needed to support those programs.

Marketo Releases Marketo Lead Management 3.0

WebMarketCentral

Marketing automation software vendor Marketo today announced the launch of its Marketo Lead Management 3.0 Promising deeper support for a "conversational model of marketing," the new release provides 75 user interface enhancements as well as new features including: More fine-grained control over segmentation, targeting, and triggering; "Progressive profiling" on forms (i.e.

Demandbase: A New Twist In The Lead Management Automation Market

delicious b2bmarketing

Home Forrester Research « I was recently briefed by | Main | Going Corporate » August 26, 2008 Demandbase: A New Twist In The Lead Management Automation Market [Posted by Laura Ramos ] In a recent survey of over 2100 IT professionals who buy or recommend telecom and networking solutions, we found buyers turn to peers and colleagues first, followed by vendor, industry trade, or professional Web sites, to inform their purchase decisions. B2B marketers looking for ways to turn their Web sites into demand generation tools have some new solutions to consider. Alive and Kicking!

B2B Lead Management Market Heats Up

delicious b2bmarketing

Home Forrester Research « Getting Up Close and Personal | Main | Social Technographics Data Now Available » March 20, 2008 B2B Lead Management Market Heats Up [Posted by Laura Ramos ] Since the start of this year, I’ve been receiving a boatload of briefing requests from companies wanting to show me their lead generation and management solutions. My point: B2B marketers are looking elsewhere for help generating demand. 3) Marketing automation – lead by firms like Aprimo, Unica, Oracle/Siebel and SAS, this category is at the core of what Forrester calls the Marketing Technology Backbone.