Customer Experience Matrix

FEBRUARY 7, 2016

It's also important to note that the technical details of the algorithmic methods differ greatly from vendor to vendor, and of course each vendor is convinced that their method is by far the best approach. Of course, there are plenty of other points that differentiate these systems. Does the vendor provide marketing mix models?

Marketing Attribution 120

Marketing Attribution Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

NOVEMBER 9, 2015

It’s clear that 2015 has been the breakout year for predictive analytics in marketing, with at least $242 million in new funding, compared with $366 million in all prior years combined. What’s significant here is less the reporting than that Radius is moving beyond analytics to give clients lists of potential customers.

Lead Ranking 120

Lead Ranking Lead Scoring Work Management Marketing Automation Services 120

Customer Experience Matrix

MAY 21, 2015

Teradata’s marketing applications also extend beyond standard marketing automation to include marketing resource management and analytics. Indeed, there’s a case to be made that the company’s scope is superior to most competitive “marketing clouds”, which are usually pretty light on MRM and analytics and are often barely integrated.

Resource Management 120

Resource Management Hubspot Marketing Automation Services Enterprise Management 120

Customer Experience Matrix

FEBRUARY 5, 2015

Of course, none of this is your concern, Dear Reader. Of course, there’s still a huge opportunity – hundreds of thousands if not millions of potential clients have yet to buy their first system. Less is more, I suppose. Usually I do this by taking a close look at which features have become more common since the last report.

Marketing Automation Services 120

Marketing Automation Services Demand Generation Agencies Marketing Report Marketing Automation 120

Customer Experience Matrix

FEBRUARY 21, 2014

This started by providing visitor lists and real-time alerts to sales people who were interested in specific accounts. The client data, which of course is available only to the client who provided it, could be anything but is usually attributes such as account type, buying stage, and sales territory.

DemandBase 120

DemandBase Advertising Agencies Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

MARCH 29, 2017

billion in 2016 revenue for its marketing cloud (apparently including analytics and advertising products). But the IDC figures show that sales and customer service spend more on tech than marketing. One reference point is the known revenues of martech vendors. Adobe, which may well be the largest, just reported $1.6

Enterprise Management 120

Enterprise Management Work Management Spending Marketing Management 120

Customer Experience Matrix

AUGUST 14, 2014

Few people would suggest you learn salesmanship from the play Glengarry Glen Ross ,* but its central message rings true: good leads are the lifeblood of a sales organization.** Of course, there are plenty of important differences which impact which might make sense for you. At least a dozen firms are now following that path.

Lead Ranking 120

Lead Ranking Work Management Marketing Management Lead Scoring 120

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. Of course, the value of such a system depends on the actual actions it makes available.

Work Management 120

Work Management Marketing Management Marketing Automation Services Lead Ranking 120

Customer Experience Matrix

OCTOBER 15, 2015

Of course, the most direct competitors would be account based marketing vendors including Demandbase , Terminus , Azalead , Engagio , and Vendemore. 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 25, 2013

These systems that gather customer data from multiple sources, combine information related to the same individuals, perform predictive analytics on the resulting database, and use the results to guide marketing treatments across multiple channels. Of course, each has a different mix of features and its own market position.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Class 120

Customer Experience Matrix

AUGUST 6, 2009

Those companies have no dedicated marketing staff and often no specialized sales person. It showed that Infusionsoft has mastered the art of a clear, simple value proposition: “Fix Your Follow-up, Double Your Sales. But of course the fee itself was a barrier to sales. Guaranteed.” Um, any questions? (As

Small Business Marketing 120

Small Business Marketing Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

DECEMBER 2, 2010

Of course, this competition was always implicit – few small businesses would have purchased HubSpot plus one of those products. Web analytics, social media and CRM integration seem roughly equivalent. These programs include sales training, product training, and certification.

Small Business Marketing 120

Small Business Marketing Marketing Automation Services Hubspot Demand Generation Agencies 120

Customer Experience Matrix

NOVEMBER 6, 2017

Its specialty is measuring the impact of marketing content on long B2B sales cycles. Of course, without true incremental value, neither system can claim to develop an optimal spending allocation. Here’s a quick look at two products that tackle different parts of the attribution problem: content measurement and advertising measurement.

Marketing AI 120

Marketing AI Click Fraud Paid Search Agency Allocation 120

Customer Experience Matrix

FEBRUARY 22, 2011

The larger challenges are rooted in corporate culture and require changes in areas like pricing and sales compensation. They all seem to have adopted the grand vision of integrated marketing automation as a centrally-managed, analytically-driven process to coordinate customer contacts across all touchpoints.

Resource Management 120

Resource Management Enterprise Management Marketing Automation Services Marketing Management 120

Customer Experience Matrix

AUGUST 21, 2009

These are supported with Web analytics and extensive marketing operations features including workflow, digital asset management and financial analysis. Of course, I’m generalizing about sets of vendors so there will be individual exceptions. Of course, I’m generalizing about sets of vendors so there will be individual exceptions.

Marketing Automation Services 120

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

Customer Experience Matrix

OCTOBER 18, 2011

I’d guess the reason is B2C marketers more often have the capabilities available from other sources, such as a Web content management system or Web analytics product. Of course, the exception is building that new marketing database, which I’ve already noticed is much harder for B2C. But many B2C products leave them out.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120

Customer Experience Matrix

JUNE 25, 2008

Quite frankly, these results baffle me, because every demand generation vendor I’ve spoken with has the ability to import data from sales automation systems. Of course, this is true about pretty much any technology, but it’s especially important with lead management because it crosses departmental boundaries. I’d guess the latter.

Work Management 120

Work Management Marketing Management Demand Generation Marketing Automation Services 120

Customer Experience Matrix

APRIL 10, 2014

In the case of customer management, the big question is whether the marketing system should be separate from sales and service systems. Your marketing platform is not an add-on to sales technology, or a component of an IT solution. the brain”), database (“marketing system of record”) and analytics. Fair enough. “the

Marketo 120

Marketo Marketing Automation Services Conference Work Management 120

Customer Experience Matrix

MARCH 2, 2007

Of course, it’s not trivial to get information on the results. An automated forecast based on toy sales by week would predict incredible sales each January. Many analytical capabilities are rapidly approaching commodity status. Many analytical capabilities are rapidly approaching commodity status.

Work Management 120

Work Management Business Marketing Management Acquisitions 120

Customer Experience Matrix

FEBRUARY 9, 2012

This means vendors are increasingly competing on other dimensions including their own marketing and sales skills, cost structures, supporting services, pricing, and financial resources. Of course, marketers will still have to create content and design programs. But most marketers can find several systems that will meet their needs.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

JULY 30, 2009

Of course, these multi-function systems must still be suited to users with little time and expertise. Although Hubspot positions itself as an “inbound marketing system,” it actually does more than the search engine optimization, blogging, social media interactions and related analytics needed to generate Web traffic.

Small Business Marketing 120

Small Business Marketing Bundling Work Management Paid Search Agency 120

Customer Experience Matrix

SEPTEMBER 2, 2011

Of course, any true believer would dismiss me as part of a pre-digital generation, and therefore both obsolete and irrelevant as a human being. Both share a vision of combining marketing automation data with sales data, and ideally with data from other sources. I discussed RPM with both Eloqua and Marketo during Dreamforce.

Enterprise Management 120

Enterprise Management Marketing Automation Services Salesforce.com Work Management 120

Customer Experience Matrix

JANUARY 3, 2007

For those who are not, let me correct the impression that marketing mix models simply take a company’s advertising budget and correlate it with changes in sales volume. I also question whether tools that predict aggregate sales by period can also project customer lifetime value.

Marketing Mix 120

Marketing Mix Marketing Management Advertising Agencies Allocation 120

Customer Experience Matrix

JUNE 30, 2010

LoopFuse knows that, of course. Marketo now calls itself a “the revenue cycle management company”, giving equal public weight to lead management, sales insight and analytics. Of course, the really big question is whether Salesforce.com will make a similar move.

Loopfuse 120

Loopfuse Marketing Automation Services Enterprise Management Marketing Management 120

Customer Experience Matrix

JUNE 15, 2009

To me, it seems a natural extension of the company’s “seeing is believing” sales approach as well as a good way to sidestep the barriers raised by corporate IT. Of course, my correspondent had already been trying, so his question was whether I had any new ideas for how. You're welcome.) - Find a way to sell QlikView internally.

Work Management 120

Work Management Marketing Management Service Software 120

Customer Experience Matrix

OCTOBER 18, 2007

Neolane’s roots in email result in a strong email capability, of course. Apart from personalization, Neolane doesn’t seem to offer execution features for channels such as Web sites, call centers and sales automation. Analytics is the final function. This often results in less-than-perfect integration among the suite components.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

JANUARY 31, 2010

(Small digression: most business marketing systems are designed around data from a sales automation system such as Salesforce.com. Eloqua and Market2Lead are based on sales automation data, but can incorporate external tables. Of course, the bells and whistles wouldn’t matter if the core features were poor.

Paid Search Agency 120

Paid Search Agency Work Management Marketing Management Resource Management 120

Customer Experience Matrix

SEPTEMBER 20, 2006

True Customer Experience Management—defined, of course, as what Client X Client does—extends to every way a customer interacts with a company and its products, including things like brand advertising, product use, repair, and financing. Since my own firm is among these, I take particular interest in watching how others use the term.

Marketing Management 120

Marketing Management Vendors Press CRM 120

Customer Experience Matrix

DECEMBER 9, 2008

On that scale, University of Ottawa Professor Timothy Lethbridge must be some kind of genius, because his course notes on Software Usability express my opinions on the topic even better and in more detail than I’ve yet to do for myself. I’d be more specific and add skills such as analytical or technical knowledge.

Marketing Automation Services 120

Marketing Automation Services Demand Generation User-Generated Content Customer Surveys 120

Customer Experience Matrix

MARCH 5, 2009

Of course, I do realize that publishing this matrix lead to many more phone calls from vendors who want to know why they weren't listed in a given category. At the end of the day, this is what you really need to know to decide which systems to explore in depth. Since we've already collected this information in the Guide (and so much more!

Lead Scoring 120

Lead Scoring Lead Ranking Demand Generation Work Management 120

Customer Experience Matrix

AUGUST 4, 2022

The immediate impact of the data drought falls on advertisers, who now find it much harder to assemble audiences, target individuals programmatically, and to connect media impressions with sales results. Easy connection implies open APIs, schema-free data storage, and, of course, low- and no-code interfaces. Change is accelerating.

Marketing AI 292

Marketing AI Work Management Marketing Management Paid Search Agency 292

Customer Experience Matrix

JULY 3, 2008

I still think that’s the case, but did revisit the topic recently in a conversation with Ken Rudin, CEO of on-demand business analytics vendor Lucid Era. Rather, it sells preconfigured applications that use the platform for specific purposes including sales pipeline analysis, order analysis, and (just released) sales lead analysis.

Work Management 120

Work Management Marketing Management Demand Market2Lead 120

Customer Experience Matrix

JUNE 18, 2017

Of course, people who prefer a particular world view will be able to form their own networks, which will be economically viable because the personal network effect with outweigh the social network effect. This saves the effort of making individual sales and, more important, eliminates opportunities for members to leak out of the system.

Amazon 212

Amazon Paid Content Buy Marketing Management 212

Customer Experience Matrix

APRIL 5, 2007

I felt that way this morning when I was looking at the Web site for one of the mobile marketing systems and saw they had alliances with Web analytics vendors. Of course, the Web should not be isolated, and the trend is in fact towards cross-channel integration. In other words—am I beating a dead horse here?

Marketing Management 120

Marketing Management Analytics Advertising Channels Multi-Channel 120

Customer Experience Matrix

JULY 1, 2016

This in turn makes possible account-level analytics and orchestration. But data and analytics don’t create revenue by themselves, so vendors naturally stress their orchestration features. It’s important to recognize that both those systems also build an account-oriented database and provide ABM analytics.

Account Based Marketing 120

Account Based Marketing ABM Work Management Marketing Management 120

Customer Experience Matrix

AUGUST 18, 2010

Summary: LeadForce1 infers Web visitors' intent and sales stage from the contents they read. It combines this with standard B2B marketing automation features to provide better-qualified leads to sales people. Of course, if you’re a vendor offering a cool new technology, the stakes are higher. Such is my take on LeadForce1.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Jigsaw 120

Customer Experience Matrix

AUGUST 18, 2016

Execute Interactions Deliver Messages This includes systems to deliver emails, personalized messages on the company Web site, display advertisements, and includes alerts and advice to sales reps. Flows may also trigger actions other messages, such as purchasing more contact names or alerting a sales person.

Work Management 120

Work Management Marketing Automation Services Marketing Management Account Based Marketing 120