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Lytics Adds Marketing Recommendations to a Customer Data Platform

Customer Experience Matrix

The company has been busy since then, raising $7 million to supplement its initial $2.2 CEO James McDermot said the label was changed because big companies thought a CDP sounded like an IT project, not something run by marketers. All told, the company has prebuilt connectors with more than 80 software-as-a-service products. These don’t seem to be on the company’s radar.

Hive9 Marketing Performance Management Includes Customer Journey Optimization

Customer Experience Matrix

Again, this is different from defining selection rules separately for each campaign, which is how conventional marketing automation and real-time interaction systems work. Attaching all campaigns to a single journey map simplifies creation of selection rules and provides greater visibility into relationships among campaigns. What the heck does that last sentence mean? It’s bright.

6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web. We also clarified that users can extract company-level profiles including attributes (industry, revenue, etc.) and key activities (Web site visits, topics researched) and scores at both company and individual levels. Standard integrations are available for Salesforce.com , Oracle Eloqua and Marketo. The system standardizes and deduplicates this data at the individual and company levels. Company models score each company’s likelihood to buy from the client.

Openprise Gives Marketers Easy(ish) Tool to Manage Their Data

Customer Experience Matrix

Most are marketing and sales operations staff supporting Salesforce.com and Marketo who use Openprise to supplement the limited data management capabilities native to those systems. Openprise works by connecting data sources, which are typically lists but sometimes API feeds, to “pipelines” that contain a sequence of if/then rules. Some can run in real time through API calls.

Optify Lets Agencies Provide Small Business with Marketing Automation, Distributed Marketing, and Sales Enablement

Customer Experience Matrix

Landing pages can be attached to an auto-responder email, while standard fields on forms are automatically mapped to Salesforce.com. The system can send each salesperson a daily email of newly qualified leads, selected with shared rules or separate rules for each salesperson. CRM integration is currently limited to sending data to Salesforce.com.

YesPath Takes Its Own Route to Managing ABM Journeys

Customer Experience Matrix

YesPath relies heavily on Bombora intent data to find companies and individuals (or, more precisely, anonymous cookies) that are interested in topics relevant to a marketer’s products. This lets YesPath programs (which are rather unimaginatively called “programs”) determine which companies on the client’s target list are in active buying cycles, even before they have visited the company Web site or responded to an outbound promotion. Account based marketing is clearly an important technique for B2B marketers, but I don’t see it displacing all other approaches.

Mega-List of Features in Marketing Automation (That You Won’t Find in CRM)

Modern B2B Marketing

salesforce.com, Microsoft Dynamics CRM), so why do I need marketing automation ”? marketing lead database goes beyond the data in your CRM system to include a rich view of all marketing interactions between each prospect and your company, including website visits, email clicks, scoring changes, data updates/history, and so on. N/A. No (except salesforce.com Radian6). Pricing.

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Will Marketing Technology Look Like iOS Someday?

Hubspot

In the end, there will only be a handful of colossal marketing software suites, each with the Tolkien-esque motto, "One suite to rule them all.". Companies don't want to be homogenized. Not every piece of software born in this star foundry needs to grow up to be a billion-dollar public company to achieve success and make marketing better. what do I do with all this?". Maybe.

Right On Interactive Offers Lifecycle Reporting

Customer Experience Matrix

When I reviewed Right On Interactive in a July 2009 post , the company was selling its 5Buckets marketing software as a multi-channel output generation tool that complemented conventional marketing automation systems. They can also load data to the system API. CRM integration: Right On can synchronize data with Salesforce.com and Microsoft CRM on a regular basis.

Aprimo Marketing Studio Supports Sophisticated Business Marketers

Customer Experience Matrix

Small digression: most business marketing systems are designed around data from a sales automation system such as Salesforce.com. 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. This is done by creating the project as a branching flow chart, with rules to determine what takes place at junction. External systems can also add names through the Marketing Studio API. You know who you are.

Treehouse Interactive Refines Its Features and Targets Larger Firms

Customer Experience Matrix

Other systems select campaign members with rules that can access a broader set of data. The HTTP Send avoids API calls or Web Services, although Treehouse offers data exchange through Web Services as well. GoToWebinar When I last wrote about Treehouse, it had just added Salesforce.com integration. These forms also contain update rules (controlling when data from one system replaces data in the other) and action rules (specifying when to take actions such as sending an email or updating a list subscription). Here's an update. form integration.

SalesFusion Combines Online and Offline Marketing with CRM

Customer Experience Matrix

This one-stop-shopping will be most attractive to small and mid-size companies, although I expect that larger firms will eventually want it too. But the system does offer a comprehensive solution for smaller firms and, at least on the CRM side, can integrate with more powerful solutions including Salesforce.com , Microsoft Dynamics CRM and Siebel CRM On Demand. The email features cover all the basic requirements: template-driven personalized messages, universal and campaign-level exclusion rules, and both static and dynamic list definitions. But these are awkward solutions.

OfficeAutoPilot: Simple, Powerful, Low Cost Demand Generation for Small Business

Customer Experience Matrix

The latest version actually offers integration with Salesforce.com as well, making the system more suitable for larger organizations. Leads can enter a sequence when they fill out a Web form, are manually added by the user, or trigger the conditions specified in a “global rule”. The system checks each lead against all the global rules every time the lead’s data changes, allowing real time response to lead activities. The rules let OfficeAutoPilot react to new behaviors even though the sequence itself is fixed in advance. for whether this will change.)

NurtureHQ Offers "Dead Easy Marketing Automation". Is That Enough?

Customer Experience Matrix

Before building its system, the company spent six months talking to current marketing automation users. Marketing automation gurus have long argued that companies need to define their processes in advance of deploying a new system. The case was made yet again this week in an excellent blog post by Joby Blume, describing his former company’s struggles with marketing automation. (Be sure to read the comments). I don’t know whether to laugh or cry. New-ish marketing automation vendor NurtureHQ showed me its product recently. It’s really nice. think not.

True Influence Opens a Window into Future Demand Generation

Customer Experience Matrix

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. For example: - emails and Web forms can be personalized with lead data, but don’t incorporate rule-selected content blocks. - the list selection interface uses a form that lets users apply values to a list of all data elements. On the brighter side: - The system API lets users easily adopt externally-built and -hosted Web forms to post into the True Influence database. But if Giese is right, they will be.

LeadLife Mixes Advanced and Simple Features

Customer Experience Matrix

It offers many features that appeal to large marketing departments: fine-grained user rights management, rule-based content selection, multiple scores per lead, central processes to score leads and transfer them to sales, APIs to integrate with external Web forms, campaign cost tracking, detailed ROI reporting, and project management with tasks. Emails, landing pages and Web surveys all support rule-driven content selection, which lets the system send different messages in different situations even without conventional branching. The company now has about 20 clients.

Infusionsoft: Impressive Marketing Power for a Very Low Price

Customer Experience Matrix

But the company has been around since 2001 and has thousands of customers, so there must be something to it. The company’s marketing is tightly targeted at very small businesses (under 25 employees) but its marketing features are competitive with demand generation products aimed at much larger firms. Of the other two, lead scoring is primitive at best (I only saw an ability to apply segment tags, which I suppose is all you really need; the company says lead scoring is available “but we don’t advertise it because we haven’t made it easy enough within the software yet”).

Pardot Offers Refined Demand Generation at a Small Business Price

Customer Experience Matrix

In fact, Pardot in particular provides advanced capabilities including progressive profiling (automatically changing the questions on forms as customer answer them) and dynamic content (rule-driven selection of content blocks within emails and Web pages). The only common feature that’s missing in Pardot is rule-based branching within multi-step programs. Even this is far from a fatal flaw, since (a) users can simulate it with rules that move customers from one program to another and (b) intra-program branching will be added by the end of this month. Back to Pardot.

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Market2Lead Offers Enterprise-Strength Demand Generation System

Customer Experience Matrix

That difference is that Market2Lead is designed to work with other company systems, rather than assuming it will provide almost all of the marketing department’s customer-facing functions. Let’s talk first about working with other company systems, because that strikes me as the most distinctive aspect of Market2Lead. Instead, it provides an API that lets users set up their emails with Market2Lead and then have them sent by external email specialists like Responsys and Exact Target. Each step within the campaign is defined by an automation rule. But it’s just fine.

B2B Marketing ROI

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B2B Marketing ROI The A to Z of B2B Let Your Website Do the Selling in B2B leave a comment » As a marketer, I have the opportunity to look at a wide variety of company websites when assessing our inbound leads. I am always surprised by the number of websites I come across that are not user friendly. If left unchecked, bots can quickly fill a company’s database with gibberish.