Customer Experience Matrix

JULY 8, 2009

ActiveConversion is not new but also has a low price point. Major advances are still needed in usability, particularly for complex marketing programs, and in coordination with sales systems. Silverpop's figures may also be inflated by its consumer email production business.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Demand Generation Vendors 120

Customer Experience Matrix

JULY 20, 2009

Summary: Active Conversion helps marketing and sales departments make the best use of leads they’ve generated outside the system. These functions, plus supporting features for database management, content management, sales system synchronization, and reporting, form a basic template for measuring demand generation software.

Active Conversion 120

Active Conversion Lead Scoring Lead Ranking Lead Management 120

Customer Experience Matrix

JULY 11, 2011

Also bear in mind that several vendors have recently received large infusions of funding, which they'll spend on sales and marketing to further accelerate growth. There a few mid-sized vendors who didn’t make the report at all, including Act-On Software and ActiveConversion, which have about 300 clients each.

Marketing Automation Services 120

Marketing Automation Services Manticore Marketing Automation ActiveConversion 120

Customer Experience Matrix

NOVEMBER 5, 2009

I still suspect they will, driven by the need for ever-closer cooperation between marketing and sales teams in managing prospect relationships. Technology may impede Software-as-a-Service sales automation vendors from adding marketing automation. See Who’s Afraid of the Big, Bad Wolf?

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

NOVEMBER 18, 2009

This has more to do with the degree of personal selling (and after-sale service) than anything else. These vendors have geared their sales process to selling to large firms, with the in-person demonstrations, technical reviews, formal proposals and contract negotiations that implies. I also promised a blog post on the topic.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Demand Generation Agencies Demand Generation 120

Customer Experience Matrix

DECEMBER 3, 2008

For example, its approach to revenue reporting is no better than average: the system imports revenue from the sales automation opportunity records, and then assigns it to the first campaign of the associated lead. But I didn’t check Pardot against my full list of possible features, so don’t get the impression that it does everything.

Demand Generation 120

Demand Generation Enterprise Management Small Business Marketing Pricing 120