Customer Experience Matrix

APRIL 3, 2013

Reachforce’s core business is assembling data on marketing prospects, which it then sells for as many uses as possible: appending to Web leads, enhancing existing databases, and buying as lists. ReachForce has just begun to offer the combined system, which is currently deployed at one pilot client.

Reachforce 120

Reachforce Buy Marketing Management B2B Marketing 120

Customer Experience Matrix

DECEMBER 18, 2012

The task is really the same as a sophisticated lead nurturing campaign: to monitor customer behavior and respond appropriately. Today’s B2B marketing automation systems are used primarily for lead nurturing. I therefore expect marketing automation vendors to instead shift toward features for acquisition marketers.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

MAY 8, 2018

This would inevitably lead to smaller firms being excluded from data acquisition. The best example is Google’s proposed consent tool for publishers , which limits consent to no more than twelve data partners. Some see this as a ploy by Google to hobble its competitors, and maybe they're right.

Advertising Agencies 166

Advertising Agencies Marketing Proposals Barriers Vendors 166

Customer Experience Matrix

JANUARY 22, 2013

Infusionsoft today announced it has acquired social lead generation vendor GroSocial. GroSocial is an interesting acquisition: about it three years old, it has about 20 employees and more than 25,000 customers. The system makes it easy for small business to generate leads through social marketing campaigns and track results.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Work Management Marketing Automation 120

Customer Experience Matrix

JANUARY 4, 2012

This would translate to around $7 million revenue, for a price of just over 1x revenue, compared with 4 to 5x revenue in other recent acquisitions. It made at least five acquisitions last year, all software-as-a-service companies selling some type of sales enablement.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

APRIL 18, 2012

With its usual fanfare, Marketo today announced the acquisition of social marketing campaign company Crowd Factory. Marketo is primarily focused on business marketing, and in particular lead generation, nurturing and analytics. Not as sexy as a social marketing acquisition but useful nevertheless.

Act-On 120

Act-On Marketing Automation Services Marketo Buy 120

Customer Experience Matrix

SEPTEMBER 7, 2016

Easier development, easier deployment, and easier acquisition created perfect environment for martech proliferation. This leads to integrated suites – marketing clouds, anyone? Building apps on platforms also sharply reduced integration costs, which had placed a severe limit on how many systems any marketing department could afford.

Work Management 120

Work Management Marketing Management Salesforce.com Vendors 120

Customer Experience Matrix

AUGUST 13, 2013

These products address several interrelated challenges: distributing leads to partners without losing track of performance; distributing partner-customized versions of company-created content; and helping partners run their own marketing campaigns. did they eventually buy? is there someone else at their company to talk to?

Marketing Automation Services 120

Marketing Automation Services Advertising Agencies Marketing Management Marketing Automation 120

Customer Experience Matrix

MARCH 4, 2014

This would offer a simple narrative about expanding B2B marketing automation beyond its home base in the middle of the funnel, where it nurtures known leads. I still do expect to see marketing automation systems move up-funnel towards acquisition. But that’s not quite right. But apparently it will happen later than I had expected.

Top of Funnel 120

Top of Funnel Advertising Funnels Paid Search Agency Display 120

Customer Experience Matrix

OCTOBER 15, 2015

But the new Everstring product isn’t the usual sharing of a prospect list with an ad platform, as in display retargeting, Facebook Custom Audiences , or LinkedIn Lead Accelerator. Rather, it finds prospects who are not yet on the marketer’s own list by scanning ad exchanges for promising individuals.

Marketing Management 120

Marketing Management Paid Search Agency Lead Ranking Ad Exchange 120

Customer Experience Matrix

OCTOBER 12, 2009

This progression leads to a maturity model. This requires a campaign management system to execute the campaigns and track their costs, and a marketing database that stores the identity, promotion history and response history of leads generated by the campaigns. At a minimum, this requires linking marketing leads to closed sales.

Lead Ranking 120

Lead Ranking Planning Lead Scoring Paid Search Agency 120

Customer Experience Matrix

OCTOBER 20, 2008

The short answer is demand generation systems serve marketers who are focused on the lead acquisition and nurturing portion of the customer life cycle, while marketing automation systems serve marketers who are responsible for managing the entire life cycle: acquisition, maintenance and retention.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Marketing Automation 120

Customer Experience Matrix

OCTOBER 31, 2008

Basically it defines a formula for calculating profit based on factors that are affected by a demand generation system: number of leads, lead-to-customer conversion rate, net margin per customer, acquisition cost, lead handling cost and sales cost.

Demand Generation 120

Demand Generation Lead Scoring Lead Ranking Demand 120

Customer Experience Matrix

SEPTEMBER 30, 2010

Quick review: stage-based measurement tracks the ability of marketing programs to move leads through stages in the purchase process. In this situation, marketing ROI is calculated by summing all marketing costs for a cohort of customers sharing some common feature such as original source, acquisition date range or first purchase date.

Budget Programs 120

Budget Programs ROI Forecasting Statistics 120

Customer Experience Matrix

FEBRUARY 22, 2011

SAS today announced its acquisition of marketing resource management vendor AssetLink. This leads to another question: What are Oracle and SAP up to? Summary: SAS's purchase of AssetLink ensures it's a viable alternative to IBM/Unica and Teradata/Aprimo for integrated marketing management.

Resource Management 120

Resource Management Enterprise Management Marketing Automation Services Marketing Management 120

Customer Experience Matrix

MARCH 8, 2011

In many ways, this investment strikes me as more significant than last year’s acquisitions of Unica by IBM and of Aprimo by Teradata , which were widely touted as “validating” the concept marketing automation and involved vastly more money ($1 billion combined). But if Salesforce.com likes what it sees, who knows where that will lead?

Salesforce.com 120

Salesforce.com Enterprise Management Hubspot Marketing Automation Services 120

Customer Experience Matrix

DECEMBER 4, 2012

These include landing pages and forms for lead capture; email and postal mail; lead scoring on attributes and behaviors; branching multi-step campaigns; and bi-directional synchronization with Salesforce.com, Microsoft Dynamics, Outlook, and SugarCRM. Integrations with ACT! And Saleslogix are under development.

Marketing Automation Services 120

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 120

Customer Experience Matrix

OCTOBER 26, 2009

Summary: a new survey suggests that marketers are less focused on lead generation than on final sales, growing current customers and building online communities. Marketing Measurement Practices The group reported using three broad types of marketing success measurements: - 91% measured new customers acquired or leads generated. -

Social Media 120

Social Media Customer Surveys Social Marketing Media 120

Customer Experience Matrix

SEPTEMBER 15, 2009

The general argument seems to be that low adoption rates mean there's plenty of unmet need that will eventually lead to sales. The acquisition may make marketing automation vendors more attractive acquisition candidates for CMS vendors wishing to beef up their marketing capabilities.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

DECEMBER 18, 2007

This has mostly meant incremental development of existing components, including continued assimilation of past years’ acquisitions in Web analytics, email, marketing planning, lead management, and event detection. The one major acquisition in 2007 was Marketing Central, which provides hosted marketing resource management.

Enterprise Management 120

Enterprise Management Work Management Course Marketing Management 120

Customer Experience Matrix

OCTOBER 15, 2013

The great hope is that acquisitions by Oracle , Salesforce.com , Adobe , and other big software vendors finally push the industry across this classic Geoffrey Moore chasm from the beachhead niche to mainstream users, but that’s by no means certain to happen.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation BtoB 120

Customer Experience Matrix

FEBRUARY 19, 2015

Since last year’s funding, Ensighten has supported its strategy with acquisitions of tag management competitor TagMan in March 2014 and cloud analytics and predictive marketing vendor Anametrix in October 2014. This approach means the company’s real competitors are other marketing suites and customer data management systems.

Tagging 120

Tagging Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

FEBRUARY 2, 2010

This attitude leads to highly structured, finely segmented campaigns and carefully-plotted, rules-driven interaction flows which make the best possible use of whatever data is actually available. focused on lead generation) than their consumer marketing brethren.

Database Marketing 120

Database Marketing Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

NOVEMBER 2, 2010

But if you look back at my “doughnuts and pizza slices” post on software acquisitions , it does make perfect sense. That also leads further away from standard marketing automation. So… Oracle bought ATG today for $6.00 per share or, as the press release puts it with charming nonchalance, “approximately $1.0

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Marketing Management Marketing Automation 120

Customer Experience Matrix

JULY 22, 2010

As I wrote in my June 30 post on consolidation among marketing automation vendors , I expect the number of competitors to shrink fairly quickly as new buyers concentrate their purchases among a handful of leading vendors. Salesforce.com is the big question and no one would be surprised to see them make an acquisition.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

APRIL 15, 2012

This leads to different questions than I used to get, including the ever-popular “what’s a reasonable response rate for our emails?” One of the things I’m enjoying about my new role as head of analytics at Left Brain DGA is being closer to hands-on marketing than I was as a consultant.

Advertising Benchmark 120

Advertising Benchmark Eloqua B2B Click Rate 120

Customer Experience Matrix

APRIL 13, 2011

Work closely with sales to define lead scoring rules, hand-off mechanisms and service levels, and ways to capture results. Then you can start on what’s really important: better marketing results. Use the stages as a framework to plan, design and develop a balanced set of marketing programs. Document and improve internal marketing processes.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

NOVEMBER 16, 2010

It’s worth noting that the “move to campaign” action can send leads to a specific step within another campaign – not a new feature but still rare within the industry. First touch” reporting is useful for acquisition programs, while “all touch” shows which programs are reaching buyers even if it doesn’t show the programs’ actual influence.

Eloqua 120

Eloqua Allocation Enterprise Management Lead Scoring 120

Customer Experience Matrix

MAY 22, 2007

But they did catch my eye this morning with their announced purchase agreement for Inxight, one of the leading text analysis software vendors. Its high profile acquisitions such as Crystal Reports and the delightful Xcelsius product reflect this. Viewed from this perspective, the Inxight acquisition makes more sense.

Enterprise Management 120

Enterprise Management Business Press Acquisitions 120

Customer Experience Matrix

JUNE 29, 2011

ExactTarget’s answer was refreshingly honest: IMH lacks key B2B marketing automation features including lead scoring, advanced segmentation, and multi-step campaigns. In Eloqua’s case, most of the initial applications are connectors with other systems for Webinars, social communities, messaging and data acquisition.

Eloqua 120

Eloqua Marketing Management Marketing Automation Services Lead Ranking 120

Customer Experience Matrix

NOVEMBER 16, 2011

Marketing process: describe your current methods for customer acquisition, relationship development, and retention. This would include segmentation rules, content creation, processing logic, CRM integration, lead scoring, and any other tasks required to run the program.

Work Management 120

Work Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

APRIL 5, 2011

The concept is intriguing: instead of creating campaigns that predefine paths a lead can follow, you define the actions to take when customers are in a particular situation. Previous products include Verbind (later purchased by SAS ), Elity (eventually owned by Unica ), and Harte-Hanks Allink Agent (still around in some form).

Work Management 120

Work Management Campaigns Salesforce.com Marketing Automation Services 120

Customer Experience Matrix

MARCH 12, 2007

That still left the challenge of finding report layouts that lead users through the results. version shows a one line summary plus details for three types of changes (acquisition, renewal/retention, and cross sell), each split into recommendations for increased vs. decreased investment. There is no one right way to do that, of course.

Cross-Selling 120

Cross-Selling Sample Lead Scoring Lead Ranking 120

Customer Experience Matrix

NOVEMBER 8, 2006

The substance of the vendor’s argument was that the general-purpose vendors’ technologies cannot handle the high volume of data generated by Web logs and interactions, leading users to buy systems that are specifically designed for Web data. He might as well have raised a “Mission Accomplished” banner and snarled “bring ‘em on.”

Analytics 120

Analytics Banners Vendors Acquisitions 120

Customer Experience Matrix

FEBRUARY 12, 2013

I had figured to start off with my industry growth figures, but this led naturally to a question about long-term potential, which in turn leads to thoughts of market penetration rates. What really got me thinking about this was prepping for a Webinar I’ll be giving next Wednesday on the future of marketing automation ( register here ).

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Automation 120

Customer Experience Matrix

AUGUST 21, 2009

.* The new offering is designed to support all stages of interactive marketing, starting with traffic generation from paid search, Web banner ads and blogging, and continuing with visitor behavior tracking, landing pages and forms, interactive dialogs, multi-step email campaigns, lead scoring and CRM integration.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Marketing Management Paid Search Agency 120

Customer Experience Matrix

JULY 25, 2009

Business marketers generally limit their focus to lead generation and nurturing, which at most requires light synchronization with sales. This makes them harder for consumer marketers to run without assistance, and thus less suited to the self-service-based SaaS approach.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Demand Generation Agencies 120