Customer Experience Matrix

JANUARY 4, 2012

The list of independent marketing automation systems shrank by one yesterday when Leadformix was purchased by sales enablement vendor CallidusCloud for $9 million. 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.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

JUNE 13, 2016

billion acquisition of LinkedIn. The prospect of seamlessly integrating third party data with a company’s own sales and marketing products is intriguing, although neither Salesforce nor Oracle has done much with it. If nothing else, this confirms the foundational role of data and data management in marketing and sales technologies.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Linkedin 120

Customer Experience Matrix

MAY 13, 2012

Since then, the company has continued to grow its marketing offerings, through acquisition and internal development. But, in sharp contrast to the Intuit/Demandforce deal, I see this acquisition as shrinking rather than increasing competition in the relevant market segment. But marketing services are clearly just a sideline for FICO.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Buy 120

Customer Experience Matrix

JUNE 5, 2013

Fresh on the heels of yesterday''s blockbuster ExactTarget / Salesforce.com deal , SAP today announced acquisition of e-commerce vendor hybris software. Incidentally, the common thread for these acquisitions is the move for both vendors into direct B2C marketing.

Work Management 120

Work Management Marketing Management Marketing Automation Services Salesforce.com 120

Customer Experience Matrix

MARCH 4, 2014

In each case, the systems reaches people at target firms who can''t be identified by the sales force or marketing automation. I still do expect to see marketing automation systems move up-funnel towards acquisition. This will use paid advertising and social media, supported by unified databases built with Customer Data Platforms.

Top of Funnel 120

Top of Funnel Advertising Funnels Paid Search Agency Display 120

Customer Experience Matrix

NOVEMBER 5, 2015

There was no clue of a pending sale, although I strongly suspect the people briefing me had no idea it was coming. The Aprimo group was dominant in the years immediately following the acquisition but control shifted back to the older Teradata team more recently. One bit of evidence: the Aprimo brand was dropped in 2013.

Enterprise Management 120

Enterprise Management Planning Marketing Management Marketing Automation Services 120

Customer Experience Matrix

DECEMBER 1, 2017

Did you know that Amazon accounted for more than half of all Black Friday sales last week?) no Customer Data Platform acquisitions. I fully expect acquisitions to happen – oops, another prediction – but not very soon. Those firms continue to dominate life online, and advertising and ecommerce in particular.

Marketing AI 149

Marketing AI Cable Paid Search Agency Amazon 149

Customer Experience Matrix

AUGUST 26, 2014

(This ratio is important because it hints at the profitability of on-going operations regardless of sales costs. In fact, Marketo today looks a lot like the HubSpot S-1.) - sales and marketing costs at 64% of revenue, well above Eloqua (which was growing much more slowly) and similar to Marketo (which was growing slightly faster).

Paid Search Agency 120

Paid Search Agency Hubspot Eloqua Advertising Agencies 120

Customer Experience Matrix

APRIL 3, 2013

The SetLogik acquisition takes this a step further by letting them build databases to hold their data, thereby expanding the market beyond people with a database already in place. Conversely, having a readily-available data source encourages marketers to build their own database.

Reachforce 120

Reachforce Buy Marketing Management B2B Marketing 120

Customer Experience Matrix

OCTOBER 12, 2009

At a minimum, this requires linking marketing leads to closed sales. This typically means importing closed opportunity records from a sales automation system and linking those opportunities back to the original marketing lead. Understand the Buying Process. You can then optimize the combination of treatments across the process.

Lead Ranking 120

Lead Ranking Planning Lead Scoring Paid Search Agency 120

Customer Experience Matrix

JULY 30, 2013

Sadly, the wave of acquisitions that swept the industry in the past year has made this harder: many major vendors are now part of a public company, which severely restricts the information they can share. Neolane is an exception but only because they provided the VEST information just before Adobe acquired them in June.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Acquisitions 120

Customer Experience Matrix

AUGUST 13, 2013

The system also provides sales reps and sales managers with basic sales automation, including abilities to enter and rate new leads, review and prioritize existing leads, track call results, send materials from a central library, and schedule future calls.

Marketing Automation Services 120

Marketing Automation Services Advertising Agencies Marketing Management Marketing Automation 120

Customer Experience Matrix

FEBRUARY 27, 2013

But my immediate reaction is that Oracle already has a B2C marketing system, cleverly called Oracle Marketing and derived from its Siebel acquisition. today's marketing automation manages just one slice of the customer life cycle, and indeed just one slice of the acquisition cycle. I wholly agree with the theory.

Eloqua 120

Eloqua Marketo Marketing Automation Services Marketing Management 120

Customer Experience Matrix

FEBRUARY 22, 2011

SAS today announced its acquisition of marketing resource management vendor AssetLink. The larger challenges are rooted in corporate culture and require changes in areas like pricing and sales compensation. This requires integrating the marketing system with sales, customer service and Web systems. But those can be solved.

Resource Management 120

Resource Management Enterprise Management Marketing Automation Services Marketing Management 120

Customer Experience Matrix

DECEMBER 4, 2012

The company’s justification for this claim is that it adds sales-marketing alignment to standard marketing automation features. Flows can be shared with sales users, with some or all features locked down to prevent unauthorized changes. The interface lays out steps in the flow like a deck of cards, making it unusually straightforward.

Marketing Automation Services 120

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 120

Customer Experience Matrix

OCTOBER 15, 2015

From a more mundane perspective, limiting its focus to B2B prospect management lets Everstring concentrate its own marketing and sales efforts on a specific set of buyers, even as it slowly expands the range of problems it can help those buyers to solve.

Marketing Management 120

Marketing Management Paid Search Agency Lead Ranking Ad Exchange 120

Customer Experience Matrix

JUNE 4, 2013

They have been lacking large-scale email capability, which all types of sales and marketing departments require. This means that Salesforce will in the room with a solution when marketing and sales departments discuss their marketing automation options. So this fills a gap in their core product offerings.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

JULY 25, 2014

The past week brought two industry announcements: acquisition of Bizo by LinkedIn and new “Data as a Service” offerings from Oracle. The Oracle announcement provided unintentional symmetry with Bizo: as LinkedIn was leaving the customer data sales business, Oracle was expanding its offerings.

Marketing Management 120

Marketing Management Linkedin Buy Privacy Policies 120

Customer Experience Matrix

MAY 2, 2007

It’s important to distinguish measurements of customer acquisition efforts from measurements of other customer contacts. Once a customer is acquired, it becomes much more plausible to consider each sale as independent.

Product 120

Product Acquisitions Tagging Contacts 120

Customer Experience Matrix

NOVEMBER 16, 2011

But Marketo has said that it earns back the acquisition cost in less than one year. There’s some truth to that. So that loss per client seems awfully large even allowing for future revenues and timing differences.

Marketo 120

Marketo Eloqua Comparison Acquisitions 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

APRIL 1, 2013

most clients want either to increase sales or free up the owner's time. Modest as these changes are, the company says its users wanted them more than new acquisition channels. including actual content; on-demand training videos integrated with the product, and accelerated expansion of sales and service partner networks.

Small Business Marketing 120

Small Business Marketing Marketing Automation Services Conference Marketing Management 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

FEBRUARY 6, 2007

Probably the most common conventional application is setting allowable acquisition costs. Indeed, cost per subscriber is a typical yardstick in evaluating acquisitions in industries including telecommunications (landline, mobile, cable) and utilities (gas, water, electric).

Allocation 120

Allocation Acquisitions Cable Cost 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. 63% measured customer retention or sales from current customers or lapsed customers. - without a sales force) than in other industries.

Social Media 120

Social Media Customer Surveys Social Marketing Media 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

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

NOVEMBER 16, 2011

Remember all that yammering about how today’s buyers do their own research, don’t talk to sales until late in the process, and get their information from social media rather than experts? Marketing process: describe your current methods for customer acquisition, relationship development, and retention. How did we come to this?

Work Management 120

Work Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

SEPTEMBER 30, 2010

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. Where leads in different cohorts (based on original source, acquisition date, marketing treatments, etc.)

Budget Programs 120

Budget Programs ROI Forecasting Statistics 120

Customer Experience Matrix

APRIL 15, 2012

They do provide an intriguing breakdown within each industry of results by email type (acquisition, editorial, marketing, research, and other) but I can’t make sense of the numbers: if you combine them in a weighted average, the result is nowhere near the same as the figures reported for each group as a whole. What Does It All Mean?

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. Use the stages as a framework to plan, design and develop a balanced set of marketing programs. Invest in the staff training and content to execute those programs successfully.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

APRIL 25, 2013

The new systems can also feed sales, customer service, online advertising, point of sale, and any other customer-facing systems. In February, Causata introduced prebuilt applications for cross-sell, acquisition, and return programs in financial services, communications, and digital media. These will further speed deployment.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Class 120

Customer Experience Matrix

JUNE 29, 2011

That Eloqua sees itself as the center of a marketing infrastructure isn’t surprising, although it does show how far we've traveled from the once-common view of marketing automation as an auxiliary to the sales automation “system of record”. But ExactTarget has added mobile, Web pages, and social in recent years.

Eloqua 120

Eloqua Marketing Management Marketing Automation Services Lead Ranking 120

Customer Experience Matrix

MARCH 7, 2007

Yesterday described the calculations for acquisition orders. This calculation would include all back-end values (renewal plus cross sell), since changing the length of the customer lifetime would also change how long the customer is available for cross sales. Today will finish up with renewal and cross sell orders.

Cross-Selling 120

Cross-Selling Ad Building Acquisitions Business 120

Customer Experience Matrix

MARCH 2, 2007

It involves comparing the results of on-going efforts—things like different customer acquisition programs—and shifting investments from below-average to above-average performers. An automated forecast based on toy sales by week would predict incredible sales each January. But here’s where we get back to human judgment.

Work Management 120

Work Management Business Marketing Management Acquisitions 120

Customer Experience Matrix

FEBRUARY 12, 2013

There’s some evidence that B2B marketing automation vendors are moving their sales and marketing in this direction. Since priority presumably translates to purchase intent, that seems to foreshadow a decline in new sales. But while that's comforting on some levels, it still suggests lower future sales.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Automation 120

Customer Experience Matrix

NOVEMBER 16, 2010

This database is updated in near-real-time with operational transactions and can also receive opportunity outcomes from sales automation or other external systems. 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