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. Target account lists can be built within Engagio or imported.

Account Based Marketing 120

Account Based Marketing Marketing Automation Services Service Paid Search Agency 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.** Some of the more important ones include: • Specific data sources, scanning techniques, and analytical methods.

Lead Ranking 120

Lead Ranking Work Management Marketing Management Lead Scoring 120

Customer Experience Matrix

FEBRUARY 5, 2015

It’s always been obvious that agencies were a sensible channel for marketing automation vendors to pursue, but I’m beginning to wonder whether agencies might turn out to be the primary channel for such systems, excepting only direct sales to large enterprises. Surely mobile can do more than that. But they’re exceptions.)

Marketing Automation Services 120

Marketing Automation Services Demand Generation Agencies Marketing Report Marketing Automation 120

Customer Experience Matrix

FEBRUARY 16, 2012

You may have seen yesterday’s announcement that Raab Associates’ marketing technology practice* has become part of LeftBrain DGA , an agencyspecializing in demand generation strategy and execution. My role at Left Brain will be to build the “optimization”practice, which means working on marketing analytics as well astechnology.

Demand Generation Agencies 120

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

Customer Experience Matrix

AUGUST 21, 2009

.* The new offering is designed to support all stages of interactive marketing, starting with traffic generation from paid search, Web banner ads and blogging, and continuing with visitor behavior tracking, landing pages and forms, interactive dialogs, multi-step email campaigns, lead scoring and CRM integration.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Marketing Management Paid Search Agency 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

JULY 30, 2009

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. Hubspot originally used its lead database largely for analytics. But I consider that optional.)

Small Business Marketing 120

Small Business Marketing Bundling Work Management Paid Search Agency 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

NOVEMBER 5, 2009

I still suspect they will, driven by the need for ever-closer cooperation between marketing and sales teams in managing prospect relationships. Technology may impede Software-as-a-Service sales automation vendors from adding marketing automation. See Who’s Afraid of the Big, Bad Wolf? (The

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 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. Marketo is releasing Revenue Cycle Analytics in stages. It seems that Marketo disagrees. It just starts earlier in the process.

Enterprise Management 120

Enterprise Management Marketo Marketing Management Marketing Automation Services 120

Customer Experience Matrix

MAY 19, 2010

The system also improves Web analytics by flagging responses from specific companies and market segments, even when visitors fail to identify themselves, delete cookies, or reach the site without clicking on email links. Similarly, client data such as customers and sales people must currently be loaded by DemandBase staff.

DemandBase 120

DemandBase Leadlander Jigsaw Marketing Automation Services 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. features to help generate initial Web leads. Marketers at larger companies may be more demanding.

Small Business Marketing 120

Small Business Marketing Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

NOVEMBER 16, 2010

The big exception on the data front is what Eloqua calls “revenue performance management” (RPM), which uses a new analytical database that tracks the movement of leads through stages within the buying process. It does say there’s a list of sixteen, of which some already exist. I don’t know which of these are already available.

Eloqua 120

Eloqua Allocation Enterprise Management Lead Scoring 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. This is a pretty common question so the answers were not very surprising.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 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. They believe this makes it easier for their target customers (under 25 employees) to see them as the next logical step beyond standard email.

Loopfuse 120

Loopfuse Marketing Automation Services Enterprise Management Marketing Management 120

Customer Experience Matrix

OCTOBER 22, 2009

And, while we’re on the subject, they need REALLY TIGHT integration between marketing and sales automation, if not one shared system. This brings us, somewhat abruptly, to SalesFusion360 , a B2B marketing automation system that does merge online, offline and sales channels. SalesFusion is now expanding its direct sales efforts.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

DECEMBER 9, 2008

Just paging through his notes, some of his suggestions include: - classifying users in several dimensions, including the job type, experience with the tasks, general computer experience, personality type, and general abilities (e.g. 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

NOVEMBER 19, 2010

Many costs are not fixed: staffing for customer support, marketing, sales and administrative functions will all increase as clients are added. Those are exactly the areas that Marketo is now pursuing through add-ons such as Revenue Cycle Analytics and Sales Insight, and enhancements for large companies in its Enterprise Edition.

Marketo 120

Marketo Enterprise Management Marketing Automation Services Marketing Management 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. Unlike most demand generation vendors, LoopFuse does not host landing pages or Web forms for its clients.

Loopfuse 120

Loopfuse Demand Generation Agencies Demand Generation Demand 120

Customer Experience Matrix

AUGUST 24, 2016

Let’s continue the series by looking at differentiators related to Target Scoring, the second sub-function related to the ABM process of identifying target accounts. As the Guide defines it: Vendors in this category use statistical techniques to select target accounts.

Lead Ranking 120

Lead Ranking Vendors Account Based Marketing Lead Scoring 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. This poses a serious sales challenge.

Demand Generation 120

Demand Generation Marketing Management Demand Marketing Automation Services 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

MAY 15, 2008

Over the past few months, I’ve had conversations with “demand generation” software vendors including Eloqua , Vtrenz and Manticore , and been on the receiving end of a drip marketing stream from yet another (Moonray Marketing, lately renamed OfficeAutoPilot ). However, those analytics are not yet in place.

Demand Generation 120

Demand Generation Demand Marketing Automation Services Marketing Management 120

Customer Experience Matrix

JANUARY 7, 2012

Value Drivers: Both groups agreed that the two most important predictors of marketing automation success are cooperation with sales and ability to measure return on investment. If anything, marketing automation will probably increase their marketing spend – hopefully with an even larger improvement in the revenues and leads to compensate.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Work Management 120

Customer Experience Matrix

DECEMBER 2, 2010

Web analytics, social media and CRM integration seem roughly equivalent. These programs include sales training, product training, and certification. They should both expand HubSpot’s sales and provide experts to help buyers that HubSpot sells directly. So far, HubSpot’s strategy has been working quite nicely.

Small Business Marketing 120

Small Business Marketing Marketing Automation Services Hubspot Demand Generation Agencies 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

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. A bit of context: the presentation listed a sequence of steps for marketing campaign creation, deployment and analysis. The marketer assembles information about the target audience.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Marketing Automation 120

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

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. There are some already tools to help generate content, such as systems for news curation and video posting.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

JULY 3, 2008

My basic objection was that the hardest part of building a business intelligence system is integrating the source data, and being on-demand doesn’t make that any easier. 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.

Work Management 120

Work Management Marketing Management Demand Market2Lead 120

Customer Experience Matrix

JULY 1, 2016

The main function provided by ABM specialists is account-level data aggregation. 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. But don’t tell anyone I told you.)

Account Based Marketing 120

Account Based Marketing ABM Work Management Marketing Management 120

Customer Experience Matrix

OCTOBER 8, 2010

Summary: One way to understand consolidation and competitive trends affecting marketing software is to look at systems across several dimensions: how closely they relate to customers; whether they are operational or analytical; and whether they support online or offline activities. The combination is tough to digest.

Work Management 120

Work Management Marketing Automation Services Marketing Management Vendors 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. The system starts with a standard list of keywords which clients can modify to match their business.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Jigsaw 120

Customer Experience Matrix

NOVEMBER 29, 2010

A bit of background: Treehouse’s started in 1997 with the Sales View sales automation product. Its marketing automation system offers the usual range of functions: email, Web analytics, landing pages, multi-step campaigns, lead scoring, CRM integration, ROI reporting. Web analytics. download and document management.

Features 120

Features Marketing Automation Services Marketing Management Salesforce.com 120

Customer Experience Matrix

MARCH 29, 2010

Its most common applications, churn reduction for telecommuncations companies and content recommendations for video-on-demand services, are in situations where customers explicitly identify themselves, so this is not an issue. The main issues with such servers are flexibility and scalability.

Enterprise Management 120

Enterprise Management Ideal Customer Profiles Marketing Automation Services Marketing Management 120

Customer Experience Matrix

NOVEMBER 17, 2010

Summary: LoopFuse has extended its system to capture more Web traffic data, which lays the foundation for future analytics. Having them within a single system is particularly helpful for the small businesses targeted by LoopFuse, where all channels are likely to be handled by a small department and possibly the same individual.

Loopfuse 120

Loopfuse Traffic Work Management Paid Search Agency 120

Customer Experience Matrix

DECEMBER 24, 2008

This same notion of considering which users do which work has permiated my ideas of usability measurement for demand generation systems and usability in general. The bulk of ADVIZOR sales come through vendors who have embedded it within their own products.

Work Management 120

Work Management Salesforce.com Demand Generation Agencies Vendors 120