Customer Experience Matrix

AUGUST 13, 2010

Conversely, IBM is on a customer intelligence acquisition spree that has already included Coremetrics Web analytics, Sterling Commerce B2B integration and Cognos business analytics. Probably the most prominent survivor is Aprimo , but they’re more B2B.) Sorry, but I don’t see a connection. But you already knew that.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Acquisitions Marketing Management 120

Customer Experience Matrix

DECEMBER 13, 2020

But the real reason for its growth may be that interactions are shifting to digital channels where success will be based more on relentless analytics than an occasional flash of uniquely human insight. blockchain will quiet down. I’ll list blockchain only to point out that’s been an underachiever in the hype-generation department.

Marketing AI 367

Marketing AI Privacy Peer-to-peer Amazon 367

Customer Experience Matrix

DECEMBER 16, 2018

What this means for CDPs is that even vendors who started out simply assembling data or building databases have added applications, typically starting with analytical features such as segmentation, visualization, and predictive modeling, and then moving further towards execution with message selection and experience orchestration.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

Customer Experience Matrix

NOVEMBER 5, 2009

I hugely enjoyed yesterday’s Boston session of the Silverpop -sponsored B2B Marketing University. This isn’t an inherent problem with Software-as-a-Service itself: remember, the B2B marketing automation vendors themselves all operate on a SaaS model, and there is a growing number of SaaS business intelligence systems too.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

FEBRUARY 7, 2016

But algorithmic methods need a lot of data, so B2B marketers often use fractional methods as a more practical alternative. It's no accident that the only B2B specialist listed here, Bizible, is the only company that uses a fractional method.

Marketing Attribution 120

Marketing Attribution Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

OCTOBER 17, 2012

It has a pretty low profile in the B2B marketing automation world, partly because it serves a mix of B2C and B2B clients but mostly because it started as a marketing operations management system. There’s less value to sharing B2B strengths in execution, since each group builds and deploys programs independently. (In

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

FEBRUARY 5, 2015

I just finished the latest release of the B2B Marketing Automation Vendor Selection Tool , a.k.a. In any event, I didn’t commute to work today on my hoverboard, and you probably didn’t sit down to do advanced mobile marketing, predictive modeling or revenue analytics in your marketing automation system. VEST Report.

Marketing Automation Services 120

Marketing Automation Services Demand Generation Agencies Marketing Report Marketing Automation 120

Customer Experience Matrix

JANUARY 20, 2016

Intent data is one of hottest topics in marketing today – see, for example, Oracle’s recent purchase of AddThis. But while the promise of intent data is irresistible – “reach prospects with demonstrated interest in your product!” – the reality is less appealing.

Intent Data 120

Intent Data Intent Lead Ranking Marketing Automation Services 120

Customer Experience Matrix

NOVEMBER 5, 2015

Users can do analytics and build segments using Iterable’s own tools or export selected elements to other systems in a file. Nearly all B2B marketing automation systems do have form and page builders, but Iterative is targeted primarily at mid-tier B2C marketers, who are less likely to expect them. So where does this leave us?

Marketing Analytics Tools 120

Marketing Analytics Tools Advertising Channels Marketing Automation Services Work Management 120

Customer Experience Matrix

OCTOBER 15, 2015

The new funding is certainly impressive, although the record for a B2B predictive marketing vendor is apparently InsideSales’ $100 million Series C in April 2014. I’ve never thought of predictive modeling and testing as having much to do with each other, although both do use advanced analytics.

Marketing Management 120

Marketing Management Paid Search Agency Lead Ranking Ad Exchange 120

Customer Experience Matrix

APRIL 15, 2015

It also prompted many interesting discussions with them vendors themselves, who, not surprisingly, are an especially analytical and thoughtful group. I actually found this concern a bit overwrought – there are other segments, most obviously B2B marketing automation itself, that support many dozens of similar vendors.

Lead Ranking 120

Lead Ranking Marketing Automation Services Marketo Marketing Automation 120

Customer Experience Matrix

DECEMBER 19, 2017

In fact, we know that many CDPs support analytics without being connected to delivery systems, so this really shouldn’t come as a surprise. The survey also asked about company revenue, business type (B2B vs B2C), and region. Those are the companies most in need of data unification.

Marketing Automation Services 136

Marketing Automation Services Customer Surveys Planning Comparison 136

Customer Experience Matrix

MARCH 13, 2014

Products like Unica (now IBM ), Teradata Customer Interaction Manager, and SAS Marketing Automation were introduced before the earliest B2B marketing automation systems and B2C email products. The company also offers a suite of analytic applications for database management and predictive modeling.

Enterprise Management 120

Enterprise Management Marketing Automation Services Resource Management Marketing Management 120

Customer Experience Matrix

FEBRUARY 16, 2012

My role at Left Brain will be to build the “optimization”practice, which means working on marketing analytics as well astechnology. As B2B marketing automation technology worked through its initial deployments, the industry needed best practices to ensure successful implementation. That’s exactly what I’ll be working on.

Demand Generation Agencies 120

Demand Generation Agencies Work Management Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

SEPTEMBER 28, 2011

The world clearly has more B2B marketing automation vendors than it needs – my master list of demand generation products includes two dozen. Here are some others, in rough order of industry familiarity: Alterian – extends beyond multi-channel campaign management to include Web content management, Web analytics, and social media monitoring.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Resource Management Marketing Management 120

Customer Experience Matrix

DECEMBER 18, 2012

But this time I was able to answer right away because I’ve just finished a white paper on the future of B2B marketing automation, sponsored by Leadformix and available here for free download. Today’s B2B marketing automation systems are used primarily for lead nurturing. This is what’s covered in the white paper.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

MARCH 24, 2016

I’d love to see a track of sessions analyzing product groups within the big landscape: i.e., one for marketing automation, one for content marketing, one for marketing analytics, etc. We’d have vendors create preintegrated stacks with tools for research, content creation, campaign execution, optimization, and analytics.

Conference 120

Conference Marketing Automation Services Peer-to-peer Vendors 120

Customer Experience Matrix

AUGUST 3, 2010

I finally caught up with Marketo for a briefing on their Enterprise Edition (announced in March) and Revenue Cycle Analytics (announced in May). Revenue Cycle Analytics breaks some important new ground. But no one else has found a much better solution, particularly at the low volumes of most B2B marketing programs.

Enterprise Management 120

Enterprise Management Marketo Marketing Management Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 13, 2014

Mintigo’s conclusion across 186,500 B2B companies was that just three percent were using the most common marketing automation systems: Oracle Eloqua , Marketo, HubSpot, and Salesforce.com Pardot. Pepper Global is based on a survey of the B2B Technology Marketing Community on LinkedIn. Sadly, they didn''t publish additional details.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

APRIL 18, 2012

Marketo is primarily focused on business marketing, and in particular lead generation, nurturing and analytics. Crowd Factory has some B2B clients but is clearly aimed at large-scale consumer marketing. Few would be considered relevant for most B2B campaigns. As you see, Crowd Factory doesn’t fill many gaps.

Act-On 120

Act-On Marketing Automation Services Marketo Buy 120

Customer Experience Matrix

JUNE 2, 2015

B2B CDPs have favored analytical applications like lead scores and churn predictions. One thing that’s become clear since then is that only big companies will purchase a marketing database by itself. Everyone else wants to combine the database with a practical application.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Multi-Channel SMS 120

Customer Experience Matrix

OCTOBER 30, 2014

Many predictive modeling systems, especially for B2B lead scoring, supplement the client’s data with company and individual information they gather themselves from sources like social networks, Web sites, job boards, and government files. external data. It has about a dozen production clients and another two dozen or so in pilot.

Lead Ranking 120

Lead Ranking Enterprise Management Marketing Automation Services Work Management 120

Customer Experience Matrix

AUGUST 6, 2013

RightWave staff also helps with data quality and analytics, two other areas where many marketing departments lack expertise. rightwave marketing automation adoption marketing automation industry trends b2b marketing automation' The company is now starting to ramp up its sales efforts, so the true scope of its appeal will soon be clear.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

FEBRUARY 5, 2012

Last week's post took a horse race approach to data from our newly available B2B Marketing Automation Vendor Selection Tool (VEST): who’s ahead, who’s behind, and who is coming on strong. I’ll focus on the core vendors, since those are the systems that most B2B marketers will purchase. Real marketers care about what the systems can do.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

DECEMBER 22, 2010

Teradata is a logical buyer, having a complementary campaign management system but lacking Aprimo’s marketing resource management, cloud-based technology and strong B2B client base (although Aprimo has stressed to me more than once that 60% of their revenue is from B2C clients). Given the previous Unica deal.

Resource Management 120

Resource Management Marketing Automation Services Enterprise Management Work Management 120

Customer Experience Matrix

AUGUST 25, 2016

to unify data marketing campaign to opportunity mapping to support attribution combine data from marketing automation, Web analytics, and CRM track offline channels such as conferences, direct mail, outbound hone calls capture detailed interaction history for each Web visit (mouse clicks, scrolling, active time spent, etc.)

Marketing Automation Services 120

Marketing Automation Services Account Based Marketing Vendors Differentiation 120

Customer Experience Matrix

SEPTEMBER 26, 2013

That may not sound very new, but most B2B marketing automation products today build very limited databases while most B2C marketing automation products rely entirely on an external data warehouse. CDPs are systems that help marketers build and update customer databases, and make those databases available to support marketing programs.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Ideal Customer Profiles 120

Customer Experience Matrix

SEPTEMBER 2, 2011

But I did notice about two years ago that pretty much everyone in the B2B marketing automation space was more or less assuming I’d attend. All of which brings us back to B2B marketing automation. At the moment, it’s a bit of a blind spot because analytics and business intelligence have not been Salesforce strengths.

Enterprise Management 120

Enterprise Management Marketing Automation Services Salesforce.com Work Management 120

Customer Experience Matrix

MARCH 8, 2011

Even the most ambitious vision articulated by the vendors – radically more integrated, analytically-driven marketing management – won’t really change their sector of the marketing automation industry. But HubSpot plays in a different pond, where the frogs are more numerous and much livelier.

Salesforce.com 120

Salesforce.com Enterprise Management Hubspot Marketing Automation Services 120

Customer Experience Matrix

MARCH 29, 2011

IBM defines marketing automation as digital analytics, and puts digital analytics at the center of the business universe. The only thing that can be handled separately is marketing analytics, just like other types of specialized analytics. Okay, that's just quibbling about words.

Marketing Automation Services 120

Marketing Automation Services Paid Search Agency Marketing Automation Automation 120

Customer Experience Matrix

NOVEMBER 6, 2017

Its specialty is measuring the impact of marketing content on long B2B sales cycles. Such purchases often involve multiple Web site visits but still have a shorter buying cycle than complex B2B transactions. TrenDemon Let’s start with TrenDemon. Adinton has pixels to capture Web ad impressions as well as Web site visits.

Marketing AI 120

Marketing AI Click Fraud Paid Search Agency Allocation 120

Customer Experience Matrix

JULY 3, 2013

In fact, Sugarman said most of the company’s clients are B2B not B2C marketers. It supports pages, blogs, member sign-in, stores, coupons, advertising, support tickets, and tracking via Google Analytics. There are some additional fees for extra users, Web analytics, SMS messaging, and external data.

Small Business Marketing 120

Small Business Marketing Marketing Automation Services Communities Lead Ranking 120

Customer Experience Matrix

JUNE 22, 2011

The other two pieces were already in place: “make” is Adobe’s original content creation business, while “measure” is Omniture Web analytics. Nor does Adobe manage the underlying customer database, marketing campaigns, or deep analytics. It also provides some Web analytics, although I still think Oracle has a gap to fill there.

Enterprise Management 120

Enterprise Management Digital Asset Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

NOVEMBER 16, 2010

Neither change is revolutionary but both substantially improve the company’s competitive position within the crowded B2B marketing automation industry. Summary: Eloqua10 provides much-needed update to Eloqua's user interface and a new reporting infrastructure for “revenue performance management”.

Eloqua 120

Eloqua Allocation Enterprise Management Lead Scoring 120

Customer Experience Matrix

DECEMBER 13, 2012

Marketing automation systems still probably have advantages in analytics and other areas, although it’s hard to generalize. SiteCore does offer the key B2B marketing automation capability to synchronize with CRM products including Salesforce.com and Microsoft Dynamics CRM.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

NOVEMBER 21, 2014

Mongo is also fast and scalable and good for analytical processing in general. These predictive capabilities are among the biggest differentiators for Sailthru: predictions and recommendations are oriented to consumer marketing, not B2B lead scoring, and Sailthru doesn’t (yet) allow clients to choose what they wish to predict.

Lead Ranking 120

Lead Ranking Ideal Customer Profiles Personalization Classified Ads 120

Customer Experience Matrix

JULY 22, 2011

I couldn’t find a public list of the available HubSpot apps, but their press release cites a connector for Microsoft Dynamics CRM and my notes from May mention custom analytics and shopping cart integration. But marketplaces do make it easier to find compatible applications and, done right, ensure that deployment is very simple.

Hubspot 120

Hubspot Marketing Automation Services API Salesforce.com 120