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.** Some of the more important ones include: • Specific data sources, scanning techniques, and analytical methods. Types of predictive models available.

Lead Ranking 120

Lead Ranking Work Management Marketing Management Lead Scoring 120

Customer Experience Matrix

AUGUST 6, 2013

Still, the vendor comparison in our VEST report shows that RightWave’s core functionality – for lead generation, campaign management, scoring and distribution, and reporting – is on par with mid-tier leaders Pardot and Marketo. It’s a little hard to review software that isn’t used by its buyers.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

JUNE 14, 2013

Every marketer recognizes that the Web and social media could be rich sources of information about customers and prospects. Infer starts with your own customer data, enhances it with information mined from the Web, and generates predictive scores. Clients can also upload their own lists of customers or campaign respondents.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Social Marketing Ideal Customer Profiles 120

Customer Experience Matrix

AUGUST 6, 2009

Since marketing automation for small business was on my mind last week, I checked in with the good folks at Infusionsoft , whose 15,000 customers make them leaders in the field. Those companies have no dedicated marketing staff and often no specialized sales person. features to help generate initial Web leads.

Small Business Marketing 120

Small Business Marketing Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 13, 2014

Mintigo sagely warns that industry penetration rates are not the same as share of marketing automation customers, since some industries are bigger than others. Similarly, the Pepper Global data’s low ratings for lead activity tracking, lead capture, and Website visitor tracking reflect that marketers have systems in place for those.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing 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

AUGUST 21, 2009

Summary: Aprimo Marketing Studio includes traffic generation features missing from nearly all existing marketing automation products. These are supported with Web analytics and extensive marketing operations features including workflow, digital asset management and financial analysis. .

Marketing Automation Services 120

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

Customer Experience Matrix

NOVEMBER 16, 2010

It’s worth noting that the “move to campaign” action can send leads to a specific step within another campaign – not a new feature but still rare within the industry. This database is updated in near-real-time with operational transactions and can also receive opportunity outcomes from sales automation or other external systems.

Eloqua 120

Eloqua Allocation Enterprise Management Lead Scoring 120

Customer Experience Matrix

JULY 30, 2009

Summary: Hubspot offers a bundle of Web traffic generation and lead management features in one low-cost package. 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

MAY 19, 2010

Summary: DemandBase has added real-time access to its data identifying Web site visitors, enabling Web sites to deliver customized pages. Specifically, ABR returns data within 10 milliseconds of the initial page request, in time to customize even the first page served. It's another step in the company's systematic expansion.

DemandBase 120

DemandBase Leadlander Jigsaw Marketing Automation Services 120

Customer Experience Matrix

JUNE 19, 2015

Open source has been successful in related applications including analytics (R, Jaspersoft, Pentaho), CRM (SugarCRM, vTiger) and Web content management (WordPress, Joomla, Drupal). Or perhaps people felt that the real barriers to adoption were lack of time and skills, so even a free product would not unlock a large new segment of customers.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Work Management Automation 120

Customer Experience Matrix

JULY 9, 2009

Summary: Over the past year, columnar analytical database vendor ParAccel has methodically proven its claims about speed, scalability and easy deployment. The company is now ramping up its lead generation and inside sales operations, aiming to grow quickly beyond its dozen-plus existing installations. (To

Enterprise Management 120

Enterprise Management Advertising Benchmark Vendors Paid Search Agency 120

Customer Experience Matrix

JANUARY 20, 2016

B22B lead generation vendor True Influence today announced a new product to help fill these gaps. The notifications can be loaded as lists into a marketing automation or CRM system, where they can trigger advertising, sales calls, or other actions. The next step is to specify keywords to use as indicators of intent.

Intent Data 120

Intent Data Intent Lead Ranking Marketing Automation Services 120

Customer Experience Matrix

JANUARY 31, 2010

For more on vendor classifications, see my list of demand generation vendors from last November.) In other words, Marketing Studio competes with high-end demand generation systems like Eloqua , Market2Lead and Neolane. Eloqua and Market2Lead are based on sales automation data, but can incorporate external tables.

Paid Search Agency 120

Paid Search Agency Work Management Marketing Management Resource Management 120

Customer Experience Matrix

DECEMBER 2, 2010

Summary: HubSpot has continued to grow its customer base and expand its product. The company began with search engine optimization to attract traffic, and added landing pages, blogging, Web hosting, lead scoring, and Salesforce.com integration. Web analytics, social media and CRM integration seem roughly equivalent.

Small Business Marketing 120

Small Business Marketing Marketing Automation Services Hubspot Demand Generation Agencies 120

Customer Experience Matrix

JUNE 30, 2010

Other vendors have similar price points for the small business market (see my list of demand generation vendors ) although I suspect their internal costs are higher. The free product should increase the number of companies that try LoopFuse first, which will gain it paying customers down the road. rather than marketing automation.

Loopfuse 120

Loopfuse Marketing Automation Services Enterprise Management Marketing Management 120

Customer Experience Matrix

NOVEMBER 19, 2010

Now you can see why Marketo needed more money: its losses are actually growing despite having more customers and improved pricing. Many costs are not fixed: staffing for customer support, marketing, sales and administrative functions will all increase as clients are added. It truly does lose money on each new customer.

Marketo 120

Marketo Enterprise Management Marketing Automation Services Marketing Management 120

Customer Experience Matrix

JUNE 17, 2019

Adobe, Salesforce and Oracle all made announcements regarding Customer Data Platform products this week. None are world-changing: Salesforce described a planned extension of Customer 360 ; Abobe announced triggered journey campaigns that draw on its “real time CDP”, and Oracle described CDP services from systems integrators.

Enterprise Management 209

Enterprise Management Work Management Marketing Management Marketing Automation Services 209

Customer Experience Matrix

JULY 14, 2009

Summary: SiteCore has added extensive analytical and marketing features to its Web content management system. The integrated analytics should save considerable effort for marketers. SiteCore describes this as closing an “actionability chasm” between analytics and execution.

Work Management 120

Work Management Marketing Management Marketing Automation Services Analytics 120

Customer Experience Matrix

DECEMBER 29, 2009

Summary: LoopFuse offers attractive but limited demand generation functions at an easy-to-swallow price. It’s been nearly a year since I took my first close look at the LoopFuse OneView demand generation system. The process to set up multi-step campaigns (which the vendor calls “lead flows”) is now quite straightforward.

Loopfuse 120

Loopfuse Demand Generation Agencies Demand Generation Demand 120

Customer Experience Matrix

JUNE 17, 2009

Summary: Marqui started as a Web content management system and then added basic demand generation. Marqui is one of the oldest demand generation vendors, founded in 2000. It added demand generation features later in response to client requests. Whether demand generation is the right refuge is another question.

Demand Generation 120

Demand Generation Marketing Management Demand Marketing Automation Services 120

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 10, 2008

As I wrote last week , demand generation vendors have a hard time differentiating their systems from each other. Functionally, it covers all the demand generation bases: outbound email, landing pages, Web site monitoring, lead scoring, multi-step nurturing programs, prospect database, analytics, Salesforce.com integration.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketo Marketing Automation Services 120

Customer Experience Matrix

JANUARY 17, 2009

The heart of my presentation on Wednesday ended up as a list of 37 “best practices” for marketing automation / demand generation programs. leads, promotions, responses, orders: these are the traditional data sources used in most marketing systems. More information allows more accurate targeting and better lead scoring.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Marketing Automation 120

Customer Experience Matrix

JUNE 6, 2008

There are literally dozens of vendors offering “demand generation” software, which can be roughly defined as systems to generate and nurture leads before turning them over to sales. This is what happened with sales automation software. I can’t say I’ve seen much of that either—so, again, maybe I’ve missed it.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Vendors Demand 120

Customer Experience Matrix

MARCH 3, 2017

CaliberMind ingests data from Salesforce Sales cloud and Marketo , Oracle Eloqua , Salesforce Pardo t, and HubSpot marketing automation systems. It also uses those vendors to find identifiers belonging to the same person (such as multiple email addresses or alternative company names) and to link contact and lead records to accounts.

Marketing Analytics Tools 120

Marketing Analytics Tools Marketing Automation Services Classified Ads Enterprise Management 120

Customer Experience Matrix

DECEMBER 22, 2015

The simplest is just connecting marketing leads to closed sales, which is an issue because the data in sales systems is often incomplete. A higher level ties specific marketing programs to individual leads, and through them to accounts and deals. Since Salesforce.com can also capture lead source (i.e.,

Marketing Automation Services 120

Marketing Automation Services Top of Funnel B2B Marketing Allocation 120

Customer Experience Matrix

DECEMBER 21, 2011

But B2B marketing automation products are largely limited to data they generate internally or import from CRM. B2B marketing automation vendors generally position their systems as a replacement for separate applications including email, forms creation, Web analytics, content management, and reporting.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management 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. It adds some less typical features for telephone lead qualification, which makes sense for reasons we’ll get to later.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Jigsaw 120

Customer Experience Matrix

NOVEMBER 29, 2010

One telling statistic is that about half its new customers are replacing an existing marketing automation system – a sure sign that Treehouse offers features that only an experienced marketer will realize are missing from other products. A bit of background: Treehouse’s started in 1997 with the Sales View sales automation product.

Features 120

Features Marketing Automation Services Marketing Management Salesforce.com 120

Customer Experience Matrix

OCTOBER 2, 2011

The company is now doing more to help marketers nurture the leads its attracts. This involves strengthening its “middle of the funnel” tools for more powerful email, better segmentation and content selection, and enhancing lead profiles with data from social media. Benchmarking in general is another aspect of HubSpot’s strategy.

Marketing Automation Services 120

Marketing Automation Services Top of Funnel Work Management Hubspot 120

Customer Experience Matrix

OCTOBER 18, 2012

Epiphany was one of the high-fliers of an earlier marketing automation boom: launched in 1997 with an initial public offering in 1999, it traded stock for a variety of customer management systems before its price collapsed. 100 highest-revenue customers), and negatives (e.g., has not bought a specific product).

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Interactive Marketing Enterprise Management 120

Customer Experience Matrix

OCTOBER 8, 2014

Most marketers are now familiar with basic predictive modeling applications like lead scoring and content recommendations. But big data and multiplying channels offer them opportunities to do so much more – and, given the alternative of poor customer treatments, they really have no choice. New Technologies • Predictive everywhere.

Work Management 120

Work Management Marketing Management Multi-Touch Attribution Planning 120