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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.


Infusionsoft: Impressive Marketing Power for a Very Low Price

Customer Experience Matrix

But most of us still assume there is a reasonable relationship between price and value. This is why it’s hard to imagine that low-priced software can deliver similar performance to mainstream products. If you really wanted it, the system does provide an API that would let someone with the right skills set it up. Infusionsoft enforces double opt-in email procedures, monitors its clients results closely, and has a ‘three strikes” policy to educate and if necessary remove clients who violate the rules. Other prices were unchanged.] User rights (i.e.,

Strikedeck Adds Automation to Customer Success Management

Customer Experience Matrix

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). In fact, the execution is fully automated: users define rules, called “recipes”, that listen for triggers such as support issues, new contracts, or late invoices and specify the action to take when the trigger occurs. Strikedeck pricing is based primarily on the number of accounts, with some adjustments based on deal size. Pricing starts at $30,000 per year for 500 accounts.

Predictive Marketing Vendors Look Beyond Lead Scores

Customer Experience Matrix

Like the Pirate Code , Infer's recommendations are more guidelines than actual rules: it’s up to users to review the findings and decide what, if anything, to do with them. The actions can include sending an alert or creating a task in the CRM system, assigning the lead to a nurture campaign in marketing automation, or using an API to trigger another external action.

Lytics Adds Marketing Recommendations to a Customer Data Platform

Customer Experience Matrix

There are other capabilities Lytics would need to make optimal content recommendations, notably decision rules to address business goals such as selling excess inventory or satisfying unhappy customers. The initial release of the system was targeted at large enterprises and relied on traditional programing to connect with external systems using APIs.

ZenIQ Account Based Marketing System Maps Buying Centers, Finds Data and Exection Gaps, and Recommends Actions to Fill Them

Customer Experience Matrix

At present, the actions are chosen by rules set up manually by marketers – although even this is a step ahead of having marketers directly assign accounts to specific campaigns. Later this year, ZenIQ plans to release machine learning-based recommendations that will, in effect, generate the rules themselves. Users can create such actions in ZenIQ today and embed them within "recipes" that also contain a rule for when they execute. They can add contacts to campaigns in Salesforce, Marketo, Eloqua, Hubspot, Pardot, or other systems with a standard API connection.

Datorama Applies Machine Intelligence to Speed Marketing Analytics

Customer Experience Matrix

The system’s developers set of goal of handling any data source, which led to a system that can ingest nearly any database type, API feed or file format, including JSON and XML; automatically identify the contents of each field; and map the fields to the standard data model. It can also clean, transform, classify, and reformat the inputs to make them more usable, applying advanced features like rules, formulas, and sentiment analysis. Naturally, there are cases where the answer isn’t clear. Datorama is one of them. This isn't to say that Datorama lacks focus.

6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

APIs can load data from other sources, potentially including other CRM marketing automation products, Web logs, order processing, call centers, media impressions, and pretty much anything else. Assignment rules might use purchase likelihood or a predictive model trained against a sample of companies in each buying stage. Users can define segments based on these or other attributes and export their related data to CRM, marketing automation, ad targeting, or Web personalization systems via file transfers or API calls. Stages are defined in consultation with the client.

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. Hive9 modules are priced separately. It’s bright.

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

Customer Experience Matrix

Openprise works by connecting data sources, which are typically lists but sometimes API feeds, to “pipelines” that contain a sequence of if/then rules. Each rule checks whether a record meets a set of conditions (the “if”) and executes specified actions on those that qualify (the “then”). Alerts can be based on complex rules and delivered via email or text message.

5 Disruptions to Marketing, Part 3: Vertical Competition


Microservices & APIs (and open source) form the fabric of marketing infrastructure. Facebook is an example of a very strong vertical competitor — if a marketer wants to reach Facebook’s audience, they have to pay Facebook’s price, regardless of the other martech or adtech software they’re using. Click the image above for a larger version of the illustration.

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

Customer Experience Matrix

The system can send each salesperson a daily email of newly qualified leads, selected with shared rules or separate rules for each salesperson. proper API for bi-directional integration with any CRM system is under development. The company is planning an API to let clients export data directly. Distributed marketing also has its own pricing.

I've Discovered a New Class of System: the Customer Data Platform. Causata Is An Example.

Customer Experience Matrix

When I spoke with Causata about two months ago, the association rules were pretty much the same for all clients, but they promised users would get more control in the future. These options can have qualification rules. Decision engines are called by external systems through a Web services API that can respond in under 50 milliseconds. Those are something new.

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[x+1] Origin Digital Marketing Hub Offers Cross-Channel Decision Management

Customer Experience Matrix

In theory, any decision manager could access the APIs of those providers, but [x+1] is designed specifically to integrate their data and manage the associated charges. [x+1] can also help sell the client’s own data to external syndicators. - Web media buying: [x+1] can manage real-time bids and other Web advertising purchases. making decisions based on rules and predictive models.

Infor Epiphany Marketing and Interaction Advisor: Good Examples of B2C Marketing Automation

Customer Experience Matrix

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. Users can also create global marketing rules that apply across campaigns. Let’s start with the marketing automation product, Infor Epiphany Marketing. Neat trick.

B2C 56

Selligent Brings a New B2C Marketing Automation Option to the U.S.

Customer Experience Matrix

They also include standard B2C features that are still lacking in most B2B products, such as precise control over user access to specific pieces of content, data, and system functions; planning hierarchy to schedule and budget for multiple marketing programs in separate organizations; and rules to limit the number of marketing messages each customer receives. Did I mention hints of almond?

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Bizo and DemandBase Lead B2B Marketing Automation to Web Advertising and Beyond

Customer Experience Matrix

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. Outside the DMP itself, DemandBase can store content and decision rules to guide bidding and select which ad is displayed to each account. To encourage this approach, its pricing is based on the number of unique individuals that marketers manage in its system, rather than impressions or ad budget. Let’s start with DemandBase. The system doesn’t store any information about individuals.

Thunderhead ONE Provides Powerful Journey Orchestration

Customer Experience Matrix

Other systems can feed data into ONE using a REST API or batch file imports. There are prebuilt API connectors for CRM, Microsoft Dynamics CRM , and SAP Cloud for Customer. Eligibility and relevance rules can ensure the chosen messages are truly appropriate. The systems also assemble the unified customer database needed to track customer journeys. until recently.

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YesPath Takes Its Own Route to Managing ABM Journeys

Customer Experience Matrix

In addition to assigning an account list and defining individual selection criteria, program set-up includes creating rules to classify accounts into buying stages. These rules draw on behaviors of all individuals within the account, looking primarily at direct interactions with the company Web site, CRM, and marketing automation. Other actions would be sent by API to execute Madison Logic display advertising, sales campaigns or other tasks, marketing automation campaigns, or acquire net new lead names from an external source. persona-based programs.

You can do some amazing things with Blogger

Confluent Forms

into your blog, and Google even provides them via the Google Libraries API! The underlying code of the site notes the page you’re viewing and changes the CSS rules accordingly, setting the correct background image for that page as well as the navigation indents. Blogger provides a ton of functionality and design freedom for our clients, and not just for blogs!

How Can Facebook Get its Mojo Back?

WindMill Networking

Unless you’ve been hiding under a rock for the last few months, you’re probably well aware of the collapse of Facebook’s stock price since its May IPO.  The company would go public, the share price would skyrocket, and those who participated either as an employee or early investor would have enough duckets to dominate every game in the Zynga portfolio overnight.  Timeline). 

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

Modern B2B Marketing

Pricing. update lead status based on changes to the lead score); automated list management; and lead routing / territory assignment rules. It provides the foundation for establishing clear rules governing how leads transition from one stage to the next and assigning Service Level Agreements for lead response and disposition. On the face of it, this is not a surprising question.

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A Framework for Real Time Decision Management: How SAS RTDM Fits In

Customer Experience Matrix

Maybe marketers don’t realize how much improvement they get from driving recommendation with predictive models rather than simple rules. Connections to touchpoints are typically through Web Services calls; connections to other sources are usually made through API calls and SQL queries. making decisions based on rules and predictive models. Maybe each of these plays a role.

Will Your Social Media Service Tell You When It Hits The Iceberg?

WindMill Networking

After all, mission critical social platforms, services or tools can and will change the rules of the game (did I say Klout ?) or, worse, pull the plug (more likely, the Cat 5e wires will be yanked from the network switch). The FeedBurner API is set to be decommissioned this month. The rules of real estate apply.  Benjamin Franklin. Global reach.  Deep pockets. 

KXEN Packages Automated Predictive Models within Salesforce Apps

Customer Experience Matrix

What’s new is a REST API that lets external applications send inputs over the Internet, wait while the engine builds a new model, and then receive the completed model formula. The limits of the lead scoring app are a design choice: the cloud prediction API allows as much end-user control as KXEN’s on-premise system. But KXEN isn’t planning to expose the full API any time soon.

DemandBase Adds Real-Time Access to Web Visitor Identities

Customer Experience Matrix

Last week they announced their next leap forward, an API to return detailed company information quickly enough to use it to tailor visitor treatments. These features were already available from DemandBase: what's new with ABR is exposing the data to other applications through a real time API. One use for the data is to feed rules that send different messages to different sets of customers and prospects. This will also change, first with a self-service file upload and eventually with a direct API connection. It's another step in the company's systematic expansion.


ClickSquared System Combines Marketing Database, Campaign Management and Multi-Channel Message Delivery

Customer Experience Matrix

The logic would be something like this: the prices of commercial systems haven't change, while the cost of building in-house systems has fallen because the requirements are well understood and developers can take advantage of third-party components and agile development methods. Customer data can be loaded via API posts or self-service file uploads. These is no built-in predictive modeling, although scores can be imported and used as variables into segment definitions and business rules. Users can execute custom attribution rules during their database build. options.

Conversen Simplifies Complex Messages Through Multi-Channel Dynamic Content

Customer Experience Matrix

segmentation-based approach would use three segmentation rules (New York or Los Angeles; if New York, high or middle income; if Los Angeles, high or middle income) to create four segments, each tied to a separate message. The key here is consistency: the rules used in filters, steps and dynamic content are exactly the same. This is both labor-intensive and error-prone.

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

Customer Experience Matrix

This means vendors are increasingly competing on other dimensions including their own marketing and sales skills, cost structures, supporting services, pricing, and financial resources. 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. 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.


SalesFusion Combines Online and Offline Marketing with CRM

Customer Experience Matrix

Beyond the usual outbound email and Web forms, the system provides: - Web analytics to support search engine optimization and Web advertising, - API-level integration with Google AdWords to support paid keyword campaigns, - IP-address lookup to identify the company and location of anonymous Web visitors (and send rule-based alerts to salespeople), - personalized URLs (PURLs) to tie in responses from offline campaigns. Users can build separate scoring rules for different marketing campaigns, regions, products or other entities. Look, I know online marketing is important.

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. 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). Treehouse pricing has changed a bit since my original post, now starting at $749 per month for up to 7,500 contacts in the database.

Right On Interactive Offers Lifecycle Reporting

Customer Experience Matrix

They can also load data to the system API. The scoring rules are built in the usual fashion, by assigning to points to different attribute values or different events, although the interface is nicer than most. Digging a bit deeper: users define the stages by creating segmentation rules similar to standard queries. Either way, it’s worth a look to see what you’re missing.

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. Consider LeadLife. My point exactly.

Aprimo Marketing Studio Supports Sophisticated Business Marketers

Customer Experience Matrix

This is done by creating the project as a branching flow chart, with rules to determine what takes place at junction. These rules can insert a predefined subflow, such as the review and revision process, which itself is shared across multiple projects. External systems can also add names through the Marketing Studio API. Emails and Web pages can dynamically select content blocks based on rules that read the attributes of each recipient. The same rule-building interface is used for content selection rules, segmentation queries, and lead scoring.

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

Customer Experience Matrix

Indeed, the functionality of OfficeAutoPilot compares favorably with conventional demand generation systems, while the pricing – starting at just under $600 per month for 50,000 contacts and 100,000 monthly emails – is hugely attractive. 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. for whether this will change.)

Marketo's Enterprise Edition and Revenue Cycle Management: Looking Under the Hood

Customer Experience Matrix

Related features include LDAP integration with enterprise security systems and a Web services API to call Marketo functions and access its data. Rules within each step can deliver different treatments to different segments, but everyone still moves to the same next step regardless. Pricing of Revenue Cycle Analytics starts at $1,500 per month and grows with database size. Summary: Marketo continues to follow its own path. Enterprise Edition adds the complex security needed by large organizations but sticks to simple campaign flows. available to different user groups.