Customer Experience Matrix

NOVEMBER 5, 2009

Summary: Marketing automation and CRM systems may eventually converge, but for now marketers need help explaining why they need a system of their own. People still don’t understand the difference between marketing automation vs. CRM. Will Marketing automation and CRM remain separate? Vendors take note.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 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

JUNE 15, 2007

Our friends at Accenture have once again illustrated the point with a paper “ Surveying and Building Your CRM Future ,” whose subtitle promises “a New CRM Software Decision-Making Model”. Each combination neatly maps to a different class of CRM software. Large firms have multiple CRM implementations.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Paper 120

Customer Experience Matrix

NOVEMBER 14, 2016

The big news was a free version of HubSpot’s core marketing platform, joining free versions already available of its CRM and Sales systems. (In In Hubspeak, CRM is the underlying database that tracks and manages customer interactions, while Sales is tools for salesperson productivity in email and elsewhere.)

Marketing Automation Services 0

Marketing Automation Services Hubspot Conference Marketing Automation 0

Customer Experience Matrix

SEPTEMBER 13, 2006

The American Power Conversion profile in particular described how “In 2004, APC launched a CRM program that included identifying touch points customers have with the company, capturing information on failed interactions, and determining what was needed to fix customer satisfaction at those points. David Raab

CRM 120

CRM Ideal Customer Profiles Customer Satisfaction Marketing Management 120

Customer Experience Matrix

JUNE 2, 2016

Its main screen sets the tone by offering just three tabs: Analytics, Journeys, and Integration. The company lists about a dozen standard integrations including major marketing automation, CRM, email, customer service, collaboration, and analytics systems. Another half-dozen are “coming soon.”

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Rules 120

Customer Experience Matrix

OCTOBER 24, 2014

Results appear as lists in a CRM interface or as scores on a marketing databaset. The whole process takes just a few hours from making the Salesforce.com connection to seeing scored records, with most of the time spent downloading CRM data and scanning the Web for other information. User interface is a second differentiator.

Lead Ranking 120

Lead Ranking Lead Scoring Automation Salesforce.com 120

Customer Experience Matrix

DECEMBER 19, 2017

If we allow that a deployed CDP could be present in companies where one customer-facing system does almost everything or the customer facing systems are connected to marketing automation or CRM, then 74% of the deployed CDPs are covered. I’ve compared these results below with several other surveys that asked similar questions.

Marketing Automation Services 136

Marketing Automation Services Customer Surveys Planning Comparison 136

Customer Experience Matrix

AUGUST 25, 2016

Many can also push messages to other channels via marketing automation or CRM integration. Differentiators include: channels supported (display advertising, social advertising, CRM, marketing automation, email, direct mail, telemarketing, text, mobile apps, content syndication, etc.)

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Account Based Marketing 120

Customer Experience Matrix

OCTOBER 17, 2012

Microsoft today announced the acquisition of marketing management system vendor MarketingPilot , which will become part of its Dynamics CRM group. More specifically, it’s a major acquisition by a CRM vendor, helping to fulfill everyone's favorite prophecy that marketing automation and CRM will eventually merge.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 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

MAY 5, 2016

But Engagio's latest product, Engagio PlayMaker, actually does occupy a space in between marketing, sales development, field sales and customer success by connecting them without replacing existing marketing automation, CRM, or customer success systems. Let’s look a little closer. What’s new in PlayMaker is, well, plays.

Account Based Marketing 120

Account Based Marketing Marketing Automation Services Service Paid Search Agency 120

Customer Experience Matrix

FEBRUARY 2, 2016

Most of the work in any marketing analytics project is integrating data from multiple systems. It also uses matches created elsewhere such as lead IDs used to synchronize CRM and marketing automation data or cookie IDs imported from Google Analytics. The matching happens at both the contact and account level.

Analysis 120

Analysis Marketing Analytics Tools Marketing Automation Services Salesforce.com 120

Customer Experience Matrix

FEBRUARY 5, 2015

All six of the vendors new to this report sell primarily to small businesses, and most are “all-in-one” systems that combine marketing automation with integrated CRM. Predictive analytics are growing quickly but so far are still done by specialized vendors rather than built into the marketing automation platform.

Marketing Automation Services 120

Marketing Automation Services Demand Generation Agencies Marketing Report Marketing Automation 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

MAY 2, 2021

The risk is greater for systems like CDPs, which have requirements that are less familiar to many corporate IT groups than operational systems like order processing or CRM. Outputs/Build Advantage: existing systems may have connectors in place to deliver outputs to company reporting, marketing, messaging, analytical, and other systems.

Work Management 292

Work Management Marketing Management Buy Ad Building 292

Customer Experience Matrix

JUNE 17, 2016

On the other hand, several do use rules and/or predictive analytics to help manage the post-purchase portion of the customer relationship – making them possible Journey Orchestration Engines (JOEs). Again, though, they fall short on other parts of the definition, in this case the one related to journey mapping.

Automation 120

Automation Marketing Automation Services Lead Ranking Trigger Marketing 120

Customer Experience Matrix

DECEMBER 18, 2012

Like everyone else, I’m seeing greater use of social, mobile, and video; more cross-channel campaigns; closer cooperation between marketing and sales; and expanded use of analytics. But CRM systems are deeply embedded in sales departments, so they block growth in that direction.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

SEPTEMBER 15, 2009

Summary: Adobe's agreement to purchase Omniture illustrates the on-going convergence of Web content management and Web analytics systems. This puts pressure on marketing automation vendors, who also want to provide Web analytics and content management, and who are already being pressed by customer relationship management (CRM) vendors.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

SEPTEMBER 26, 2013

Even though the CDP vendors started with different applications, their shared abilities for identity matching, database management, analytics, and integration will allow them to support more of the same functions over time. Convergence is coming. Details count. From there, it''s up to you.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Ideal Customer Profiles 120

Customer Experience Matrix

OCTOBER 4, 2016

Krux now has an “intelligent marketing hub” that can also load a company’s own data from CRM, Websites, mobile apps, and offline sources, and unify customer data to build complete cross-channel profiles. DemandGraph isn’t exactly a product but rather a resource that Demandbase will use to power other products.

DemandBase 166

DemandBase Ideal Customer Profiles Marketing Management Cross-Selling 166

Customer Experience Matrix

OCTOBER 30, 2014

These are loaded into client systems where they can generate reports (see below) or be integrated with CRM or customer support agent interfaces. A new self-service edition is limited to specific marketing automation, customer support, and CRM systems and costs somewhat less. self-service. million to $3.5

Lead Ranking 120

Lead Ranking Enterprise Management Marketing Automation Services Work Management 120

Customer Experience Matrix

MARCH 24, 2015

These are Analytics, Target, Campaign and Audience Manager. Adobe does connect with non-Adobe systems through Audience Manager, its data management platform, which can exchange data with a company’s own CRM or operational databases, business partners, and external data pools and ad networks. The balance will be added over time.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Planning 120

Customer Experience Matrix

FEBRUARY 21, 2014

Marketing automation, Web analytics, and Web content management systems can all access this data via API calls for analytics and as inputs to their own selection and treatment rules. ad agencies b2b marketing automation bizo cross-channel marketing demandbase retargeting web advertising web analytics'

DemandBase 120

DemandBase Advertising Agencies Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

FEBRUARY 7, 2016

Attribution Systems G2 Crowd and TrustRadius Abakus : individual data; online and offline; algorithmic; optimal media plans Bizible : individual data; online and offline; fractional; merges marketing automation plus CRM data; B2B C3 Metrics : individual data; online and TV; algorithmic; optimal media plans Conversion Logic : individual data; online (..)

Marketing Attribution 120

Marketing Attribution Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JUNE 14, 2013

This week it announced a new platform , InterestBase, that gives clients an interface to define target groups, analyze group members’ interests, push prospect lists to marketing automation and CRM systems, and enhance individual lead records. Marketers can use titles and other attributes to define their own target groups, called personas.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Social Marketing Ideal Customer Profiles 120

Customer Experience Matrix

FEBRUARY 13, 2014

In fact, what was most impressive was the relative consistency of the rankings, with ead nurturing, analytics, and lead scoring at the top in both surveys, email and campaign management in the middle, and list segmentation is at the bottom. Sadly, they didn''t publish additional details. But there are still significant differentiators.

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. These include: Silverpop announced it had purchased CoreMotives , which adds marketing automation capabilities within Microsoft Dynamics CRM. But what I find intriguing is how little the two businesses overlap.

Act-On 120

Act-On Marketing Automation Services Marketo Buy 120

Customer Experience Matrix

MAY 4, 2010

Web site visits driven from Twitter are flagged in the activity history of individual leads and in general Web analytics reports, although Act-On does not tie them to the originator like Genoo. But it’s an unusual feature for a demand generation system, which typically defers to CRM for managing interactions with individuals.

Act-On 120

Act-On Marketing Management Marketing Automation Services Features 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

JUNE 3, 2017

Data: SessionM can gather customer behaviors on Web and mobile apps from its own tags or using feeds from standard Web analytics tools. It can also ingest data from other sources such as a Customer Data Platform or CRM system.

Loyalty 120

Loyalty Enterprise Management Ideal Customer Profiles Work Management 120

Customer Experience Matrix

OCTOBER 4, 2011

RedPoint – a suite of tools for database building, campaign management, and analytics. Consolidated Technologies Group – a hosted system offering data hygiene, CRM, campaign management, digital asset management, and analytics. Can be hosted by a service provider or run on-premise by the client.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Enterprise Management Marketing Automation 120

Customer Experience Matrix

APRIL 28, 2009

lead transfer to CRM 18 5 8 0 2 2 35 0.94 CRM integration / synchronization 23 4 2 1 3 3 36 0.92 Web site analytics 14 7 6 2 2 4 35 0.89 Looking at the table, we see: - virtually everyone (more than 90%) does outbound email, campaign reponse reporting, lead transfer to CRM, and CRM integration. No surprises there.

Demand Generation 120

Demand Generation User-Generated Content Customer Surveys Lead Ranking 120

Customer Experience Matrix

JUNE 2, 2015

B2B CDPs have favored analytical applications like lead scores and churn predictions. What’s more important is that the segments can use a wide range of data including online behaviors, attributes from CRM and other systems, predictive model scores, and product information from catalogs. Again, nothing fancy but it gets the job done.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Multi-Channel SMS 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. Performable also has existing connectors with a variety of social media, help desk, email, billing, chat and CRM systems.

Hubspot 120

Hubspot Marketing Automation Services API Salesforce.com 120

Customer Experience Matrix

NOVEMBER 18, 2011

Beyond the execution technology itself, these features will require substantial increase in analytical horsepower to make sense of the results. They’re also moving past CRM to tap other internal systems like accounting, manufacturing and order processing. Many marketers claim they want better analysis but few have made the investment.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Paid Search Agency 120

Customer Experience Matrix

OCTOBER 18, 2011

By very sharp contrast, B2B marketers rely primarily on their CRM system (that is, Salesforce.com or a competitor) as the primary data source, and complement that with information captured directly by the marketing automation systems’ own landing pages and Web tracking tags. This accounts for most of the work and most of the cost.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120