Customer Experience Matrix

AUGUST 6, 2013

One of the main reasons that marketing automation has not been adopted more quickly is that too few marketers know how to fully use it. Instead, RightWave offers what it calls “marketing automation as a service,” gives each client access to staff members who will set up and execute campaigns for them.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

OCTOBER 15, 2013

As I mentioned in last week''s post , I’m writing a paper on stages of marketing automation deployment. The premise of the paper and Webinar is marketing automation has a problem: clients who don’t move beyond basic email functions are unhappy. The paper itself will be available to Webinar attendees.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation BtoB 120

Customer Experience Matrix

FEBRUARY 9, 2012

New-ish marketing automation vendor NurtureHQ showed me its product recently. Clean interface, easy to use, all the standard marketing automation features. Definitely take a look if you’re in that market for that sort of product. Other vendors have asked the same questions and reached the same conclusions.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

NOVEMBER 4, 2014

It’s just over one year since I first spoke with Lytics *, which at that time was (accurately) calling itself a Customer Data Platform but had not yet released a beta version of its product. CEO James McDermot said the label was changed because big companies thought a CDP sounded like an IT project, not something run by marketers.

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Enterprise Management Marketing Management 120

Customer Experience Matrix

AUGUST 28, 2014

I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web. and key activities (Web site visits, topics researched) and scores at both company and individual levels. and key activities (Web site visits, topics researched) and scores at both company and individual levels.

Lead Ranking 120

Lead Ranking Activities Lead Scoring Marketing Automation Services 120

Customer Experience Matrix

JULY 10, 2013

sales enablement: systems to share marketing information with sales ( Genius , SalesFusion , LeadFormix , RightOn Interactive , Optify) distributed marketing: systems shared between central marketing organizations and local branches, dealers, distributors, sales agents, etc. That''s theme number three.

Demand Generation Agencies 120

Demand Generation Agencies Marketing Automation Services Paid Search Agency Small Business Marketing 120

Customer Experience Matrix

JUNE 27, 2014

It’s been a while since I wrote about Customer Data Platforms , but only because I’ve been distracted by other topics. The CDP industry has been moving along nicely without my attention: new CDPs keep emerging and the existing vendors are growing. b2b lead scoring customer data platform marketing automation predictive lead scoring'

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Reachforce 120

Customer Experience Matrix

AUGUST 16, 2011

I’ve long believed that B2B marketing automation is just a passing phase: that, ultimately, B2B marketing automation systems will be absorbed into CRM systems instead of operating independently. But there are also a few vendors who have bet in favor of merged systems, so it wouldn’t be fair to ignore their view entirely.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Automation 120

Customer Experience Matrix

JULY 28, 2010

Summary: Manticore Technology released some modest enhancements to its demand generation platform today. The company takes a conservative approach to marketing automation, stressing the importance of process over flashy software. Manticore Technology today released the latest version of its marketing automation system.

Manticore 120

Manticore Marketing Automation Services Demand Generation Agencies Marketing Management 120

Customer Experience Matrix

APRIL 9, 2014

x revenue, compared with the 6 to 7 x multiples paid for ExactTarget and Responsys by Salesforce.com and Oracle and the 14 x that Marketo commands in the stock market. But the main reason is probably that just 15% of Vocus'' 2013 revenue came from its marketing automation products. It’s still a modest multiple of 2.4

Marketing Automation Services 120

Marketing Automation Services Salesforce.com Purchase Paid Search Agency 120

Customer Experience Matrix

DECEMBER 4, 2012

One easily predictable trend in B2B marketing automation is that vendors will tailor their systems to specific industries. The reason may be that B2B marketing automation products have a narrower scope than B2C systems, meaning there’s less advantage in creating vertical editions. Integrations with ACT!

Marketing Automation Services 120

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 120

LeadSloth

MARCH 22, 2009

I’m working on an interesting project right now: moving away from a marketing automation system. The plan is to go back to using only Salesforce.com with some cheap add-on tools for email, form submission and data quality. The company in question has used a comprehensive marketing automation system for about 2 years.

Marketing Automation Services 100

Marketing Automation Services LEADSExplorer netFactor Leadlander 100

Customer Experience Matrix

FEBRUARY 14, 2011

Now that I’m more or less finished launching the B2B Marketing Automation Vendor Selection Tool (VEST) , I can start catching up on the other topics. ClickDimensions does pretty much the standard marketing automation activities: email, landing pages, Web visitor tracking, drip marketing campaigns, and lead scoring.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation CRM Work Management 120

The Point

JULY 15, 2010

Salesforce.com is a dominant player in the CRM category and an integral part of many companies’ lead management, database marketing, and demand generation programs. Actually, it’s much easier for Marketing and lead cultivation people to get instant value out of Salesforce.com (SFDC) than it is for reps.

Salesforce.com 100

Salesforce.com Marketing Automation Services Budget Programs Work Management 100

Customer Experience Matrix

OCTOBER 29, 2015

When I first described Customer Data Platforms two and half years ago, all the vendors offered an application such as predictive analytics or campaign management in addition to the "pure" CDP function of building the customer database. The Marketo integration reads only the lead object, although the activities object is being added.

Work Management 120

Work Management Marketing Management Marketing Automation Services Lead Ranking 120

LeadSloth

MARCH 8, 2010

I write about Marketing Automation, so why am I at a sales conference? I’m here because I believe Sales & Marketing should be on the same team. Marketing Automation can help both Marketing and Sales, but it requires intense collaboration: that’s what Sales 2.0 Today I’m at the Sales 2.0

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Salesforce.com Automation 100

The Effective Marketer

JUNE 1, 2012

With all the (deserved) hype surrounding marketing automation, is no wonder that many companies, startups especially, are adding the technology as a key component to their marketing activities. But let’s say you got approval and have purchased the marketing automation software of your dreams.

Marketing Automation Services 100

Marketing Automation Services Lead Ranking Marketing Automation Work Management 100

Customer Experience Matrix

NOVEMBER 18, 2009

One of the audience members at the B2B Marketing University in Boston asked about demand generation systems for small businesses, and how to distinguish among the vendors in general. My brief answer was that the biggest difference was less functionality than the target markets the different vendors pursue. Here it is.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Demand Generation Agencies Demand Generation 120

LeadSloth

NOVEMBER 16, 2010

Almost 30 people showed up for the first two Marketing Automation Monday meetups in San Francisco and Palo Alto. Some companies were actively capturing more information on prospects (e.g. Being in the Bay Area, a lot of the attendees worked for software companies. Database Segmentation. Segmentation came up several times.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Automation Marketing Management 100

Lead Liaison

OCTOBER 12, 2017

Why Does Microsoft Dynamics CRM and Marketing Automation Integration Matter? In this article we’ll discuss why Microsoft Dynamics CRM and marketing automation integration matter to businesses with a sales and marketing team. As a user myself, I first started using Salesforce.com. Sales Insight.

Marketing Automation Services 48

Marketing Automation Services Marketing Automation Lead Liaison CRM 48

Customer Experience Matrix

OCTOBER 10, 2012

I originally saw SetLogik as a tool to associate marketing leads with sales opportunities, even when they are not connected directly within Salesforce.com. That’s important in itself, since those missing links are the greatest obstacle to showing the value of B2B marketing efforts through revenue attribution.

Enterprise Management 120

Enterprise Management Work Management Lead Ranking Marketing Management 120

Customer Experience Matrix

MAY 4, 2010

Summary: Two low-cost demand generation systems, Genoo and Act-On Software, have added unusually advanced social marketing features. A few weeks back, I wrote about social marketing features from consumer marketing automation vendors. Act-On Software is another low-cost system, starting at $500 per month.

Act-On 120

Act-On Marketing Management Marketing Automation Services Features 120

LeadSloth

NOVEMBER 16, 2009

Last week I presented a session at Silverpop’s B2B Marketing University in Atlanta. In addition to Marketing Automation, there were two big topics: Social Media and CRM. Many attendees were confused by CRM vendors claiming to offer full marketing functionality. For CRM, I focused on Salesforce.com.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation CRM Salesforce.com 100

Customer Experience Matrix

FEBRUARY 21, 2014

That could serve as a pretty complete summary of the state of the art for B2B marketing today, especially if you consider “content marketing” as implicitly included. DemandBase had to build its own engines for real time bidding (RTB) and ad serving (Demand Side Platform or DSP) to support its approach.

DemandBase 120

DemandBase Advertising Agencies Marketing Automation Services Paid Search Agency 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

DECEMBER 13, 2012

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. I chalk this up to their heritage as a content management vendor. Like SiteCore, they aim to be a company’s core marketing platform.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JANUARY 5, 2010

Summary: Social media and access for sales people were the two big trends among demand generation vendors last year. Could marketers finally be ready to spend on measurement? Even though this is limited to the vendors in the Guide, it's a pretty representative sample of the industry as a whole. Social media. Sales access.

Marketing Automation Services 120

Marketing Automation Services Manticore Market2Lead Marketing Automation 120

Customer Experience Matrix

JANUARY 20, 2016

B22B lead generation vendor True Influence today announced a new product to help fill these gaps. InsightBASE monitors intent signals – in the form of visits to Web pages with relevant content – and notifies clients when there is surge in activity for companies on a target list.

Intent Data 120

Intent Data Intent Lead Ranking Marketing Automation Services 120

ViewPoint

JULY 11, 2011

Curious about how long each has been a public company, I checked on the years in which their stocks were offered: Salesforce.com – 2004; SuccessFactors – 2007; and NetSuite – 2007. Could the reasons why point to similar expense paths for the marketing automation vendors looking at going public?

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Launch Marketing

JANUARY 11, 2019

RealMassive is an Austin-based tech startup that connects tenants, investors, owners, properties and brokers in a modern, global commercial real estate (CRE) marketplace that is fueled by big data to provide an intuitive property list and search tools, digital marketing capabilities and real-time performance analytics.

Ideal Customer Profiles 48

Ideal Customer Profiles Marketing Automation Services Marketing Automation Automation 48

Customer Experience Matrix

JULY 21, 2009

It shows how specialized software can be much better at one function than general purpose systems. The flash show when you enter the company’s Web site could easily be mistaken for a demand generation product – it lists campaign workflow, list segmentation, email templates, Salesforce.com integration and dynamic reporting.

Efficiency 120

Efficiency Marketing Automation Services Work Management Marketing Management 120

ANNUITAS

MARCH 1, 2016

One analytics vendor after another is selling you on their ability to analyze and make sense of “any” data. And most marketing and sales data is just that — garbage. Connect account-level outcomes to contact-level activity : CRM platforms such as Salesforce.com are largely organized around account and opportunity objects.

Demand Generation 100

Demand Generation Demand Elasticity Analytics 100

Customer Experience Matrix

JULY 30, 2009

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. But I don’t think that can scale: companies require many different services and will not want to buy and run each one separately.

Small Business Marketing 120

Small Business Marketing Bundling Work Management Paid Search Agency 120

Customer Experience Matrix

APRIL 13, 2016

As I wrote a couple of posts back , I’ve recently noticed a new set of vendors offering “journey optimization engines”*. The treatments are usually executed through external systems such as email service providers, CRM, or Web content management. This, of course, is a function they share with Customer Data Platforms.

Marketing Automation Services 120

Marketing Automation Services Work Management Ideal Customer Profiles Marketing Management 120

Customer Experience Matrix

JANUARY 7, 2010

But the real excitement will be features that expand the scope of demand generation products to support inbound marketing, better measurement, and more efficient content creation. business-to-business marketing automation. I do expect vendors to converge on more standard social media features. inbound marketing.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Work Management 120

Adobe Experience Cloud Blog

NOVEMBER 15, 2012

by Jon Miller A common question I hear from marketers is “I already have a CRM system (e.g. salesforce.com, Microsoft Dynamics CRM), so why do I need marketing automation ”? Many CRM systems have a module for marketing. Architecture of Marketing Automation versus CRM. Marketing Automation.

Marketing Automation Services 48

Marketing Automation Services Enterprise Management Work Management Marketing Management 48

NuSpark Consulting

JULY 17, 2010

We attempt to set the record straight as we simply look at Marketing Automation systems as compared to Email Programs. We’ve been testing a variety of Marketing Automation programs; the ones we like we have agreed to offer as potential solutions to our clients. Marketing Automation gives you that intelligence.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Email Marketing 100