Customer Experience Matrix

AUGUST 28, 2008

Now that I have that long post about analytical databases out of the way, I can get back to thinking about demand generation systems. But, as I think I wrote in a comment since then, I now believe the best approach is to define several applications and score the vendors in terms of their suitability for each. Ah, but what applications?

Demand Generation 120

Demand Generation Demand Marketing Management Generation 120

Customer Experience Matrix

JANUARY 31, 2010

This starts with the core functions of any business marketing system: outbound and multi-step email campaigns, landing pages, Web behavior tracking , lead scoring, Salesforce.com integration, reporting and content management. Paid search campaigns are supported through integration with Omniture SearchCenter.

Paid Search Agency 120

Paid Search Agency Work Management Marketing Management Resource Management 120

Customer Experience Matrix

DECEMBER 8, 2011

This is harder than monitoring since it requires linking social identities to marketing leads and connecting to the social system’s API. This contrasts sharply with mature categories like email, landing pages, and nurture campaigns, where dozens of features are shared by most systems.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Social Media 120

Customer Experience Matrix

NOVEMBER 16, 2010

Users start on a customizable home page, which they populate from a pool of widgets for recently accessed items, favorite reports, upcoming campaigns and other information. Campaign design has been wholly revamped. Users now drag campaign components into a blank canvas, and then connect and configure them.

Eloqua 120

Eloqua Allocation Enterprise Management Lead Ranking 120

Customer Experience Matrix

DECEMBER 2, 2010

The company began with search engine optimization to attract traffic, and added landing pages, blogging, Web hosting, lead scoring, and Salesforce.com integration. It is now working on more robust outbound email, support for mobile Web pages, and APIs foroutside developers to create add-on applications.

Small Business Marketing 120

Small Business Marketing Marketing Automation Services Hubspot Demand Generation Agencies 120

Customer Experience Matrix

APRIL 18, 2012

With its usual fanfare, Marketo today announced the acquisition of social marketing campaign company Crowd Factory. Marketo is primarily focused on business marketing, and in particular lead generation, nurturing and analytics. Few would be considered relevant for most B2B campaigns. Data comes from several sources.

Act-On 120

Act-On Marketing Automation Services Marketo Buy 120

Customer Experience Matrix

NOVEMBER 18, 2011

These included making it easier to share emails and Web pages, tracking shares through embedded URLs, and monitoring social media conversations. Beyond the execution technology itself, these features will require substantial increase in analytical horsepower to make sense of the results. Social Media. Automation.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management 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

AUGUST 11, 2010

Adobe was already a major force in Web development through its Dreamweaver, Flash and ColdFusion products, not to mention Omniture for Web analytics. In particular, it’s also one of the main benefits offered by the landing page, Web form and microsite features of marketing automation systems. publishing.

Digital Asset Management 120

Digital Asset Management Enterprise Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

APRIL 5, 2009

This leads to more variety as vendors experiment with different approaches to a now-defined problem. But he also decided that marketers want Webinar integration, digital asset management, APIs to capture data from external Web forms, and a dedicated IP address for email. The lead record allows only four user-defined fields.

Demand Generation 120

Demand Generation Digital Asset Management Demand Marketing Management 120

Customer Experience Matrix

MARCH 9, 2011

The home page all but screams as much, with a huge central panel of “quick start” links to different types of projects. In Act-On's case, unusual advantages include: - “smart” content blocks that can be embedded like widgets in emails and Web pages. tracking within Act-On emails sent through Microsoft Outlook.

Act-On 120

Act-On Marketing Automation Services Work Management Marketing Management 120

Customer Experience Matrix

FEBRUARY 9, 2012

Many said they never progressed beyond email because the next step was too hard. I can't think of any products that recommend the right marketing programs, but proper analytics can identify patterns that reveal opportunities, and it’s perfectly conceivable that a rule-based system could check for known issues and make recommendations.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

JULY 29, 2008

These offices must work on their own projects but still share plans and materials to coordinate across hundreds of marketing campaigns. As to channels: any demand generation system will generate outbound emails and Web landing pages, and send leads them to a sales automation system.

Demand Generation 120

Demand Generation Work Management Demand Marketing Management 120

Customer Experience Matrix

OCTOBER 9, 2013

Of course they differed in the precise categories used and their audiences, but they generally covered the major B2B marketing automation features: email, Web behavior tracking, landing pages, nurture campaigns, lead scoring, analytics, and social media marketing.

Lead Ranking 120

Lead Ranking Marketing Automation Services Marketing Automation Lead Scoring 120

Customer Experience Matrix

MAY 7, 2015

Marketing planning, which includes the all-important task of campaign design, is almost wholly untouched by AI. Yet the closest I can find to strategic planning is optimization of media plans by media mix model vendors like MMA , Analytic Partners , Nielsen and IRI. Let’s look at each task in turn.

Marketing AI 120

Marketing AI Paid Content Work Management Lead Ranking 120

Customer Experience Matrix

DECEMBER 29, 2009

The process to set up multi-step campaigns (which the vendor calls “lead flows”) is now quite straightforward. Users first create the lead flow and link it to recipient and suppression lists that will determine who enters the flow. Esthetics aside, however, the actual capabilities of the lead flows are still somewhat limited.

Loopfuse 120

Loopfuse Demand Generation Agencies Demand Generation Demand 120

Customer Experience Matrix

DECEMBER 21, 2011

This started as a post about Empathy Logic , a company that merges data from marketing automation, CRM, Web tracking, order processing, social monitoring, and other systems; lets marketers segment and select from this more complete set of data; and sends the resulting lists back to message delivery systems such as email and Web sites.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Work Management Marketing Management 120

Customer Experience Matrix

JULY 28, 2009

My template for demand generation systems includes outbound email, landing pages, lead scoring, nurturing campaigns, and CRM integration, while my template for (consumer) marketing automation has planning, project management, content management, execution, and analysis.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

JANUARY 31, 2014

They shared a similar approach of offering limited features in exchange for lower cost: messaging was largely limited to emails (except in Salesformics ) and campaign flows were basically linear. The system supports email, print, SMS, Twitter, and voice messages, typically delivered via integration with third party systems.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Marketing Management Marketing Automation 120

Customer Experience Matrix

OCTOBER 18, 2012

Through all this, the company’s campaign management and CRM systems continued to sell with little change. Recent improvements include a unified interface for inbound and outbound campaigns, tighter integration among its components, greater scalability, support for more channels, and pre-packaged solutions for specific applications.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Interactive Marketing Enterprise Management 120

Customer Experience Matrix

JUNE 17, 2009

Today, content management and campaign management can be purchased separately although they are tightly integrated. Marqui’s VP Marketing Richard Sharp defines “marketing automation” as the combination of Web content management and campaign management. It can also direct visitors who complete a form to another Web page.

Demand Generation 120

Demand Generation Marketing Management Demand Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 23, 2011

Since then it has expanded steadily to encompass the full range of marketing resource management and then gone ahead to add marketing database management and campaign execution. Although the overlap between these products is growing, they are still quite different.

Resource Management 120

Resource Management Digital Asset Management Enterprise Management Marketing Management 120

Customer Experience Matrix

JUNE 10, 2008

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. It even adds A/B testing for landing pages, which you don’t see everywhere.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketo Marketing Automation Services 120

Customer Experience Matrix

DECEMBER 7, 2011

The best example of this balance, and the most notable change in the system, is campaign design. But LeadLife – like many other marketing automation vendors – found its clients tend to design campaigns as flow charts. This involves a careful balance between complexity and power. Back to LeadLife.

Marketing Automation Services 120

Marketing Automation Services Bundling Marketing Automation Automation 120

Customer Experience Matrix

NOVEMBER 29, 2010

Its marketing automation system offers the usual range of functions: email, Web analytics, landing pages, multi-step campaigns, lead scoring, CRM integration, ROI reporting. The greatest divergence from industry norms is Treehouse contacts always enter campaigns by completing a form.

Features 120

Features Marketing Automation Services Marketing Management Salesforce.com 120

Customer Experience Matrix

APRIL 14, 2009

(You'll find most of the list in our report on Vendor Usability Scores on the Raab Guide site.) I’ll forgive them the color scheme because LeadLife had the good sense to agree with me on the much more important issue of flow-chart vs. step-based campaign design. Consider LeadLife.

Enterprise Management 120

Enterprise Management Features Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JANUARY 17, 2009

If you want the full slide deck, complete with moderately witty speaker notes, drop me at email at draab@raabassociates.com.) A bit of context: the presentation listed a sequence of steps for marketing campaign creation, deployment and analysis. 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. Many show a reassuring confidence in their own systems, running exactly the sorts of lead generation and nurturing programs they are proposing for others.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Vendors Demand 120