Customer Experience Matrix

OCTOBER 15, 2013

As I mentioned in last week''s post , I’m writing a paper on stages of marketing automation deployment. The premise of the paper and Webinar is marketing automation has a problem: clients who don’t move beyond basic email functions are unhappy. The paper itself will be available to Webinar attendees.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation BtoB 120

Customer Experience Matrix

OCTOBER 30, 2014

and then yesterday omnichannel personalization vendor Sailthru announced their own predictive solution. automation. has almost fully automated the data loading, variable selection, model building, and scoring processes. Client include both consumer and business marketers. to handle very large volumes. million to $3.5

Lead Ranking 120

Lead Ranking Enterprise Management Marketing Automation Services Work Management 120

Customer Experience Matrix

FEBRUARY 21, 2014

Equally helpful to me personally, it reinforced my intention to write about Bizo and DemandBase, both of which have recently briefed me on their latest product extensions. It later extended to returning visitor attributes in real time so companies could pre-fill forms and personalize Web pages to match visitor interests.

DemandBase 120

DemandBase Advertising Agencies Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

DECEMBER 14, 2016

The company offers what it calls an omnichannel marketing platform that builds a unified customer database, manages marketing campaigns, and generates personalized Web and email messages. This puts a line of code on client Web sites to gather click stream data, manage first party cookies, and deliver personalized messages.

Marketing Management 120

Marketing Management Bundling Marketing Automation Services Personalization 120

Customer Experience Matrix

MAY 12, 2015

I briefly mentioned MDC Dot in an earlier blog post about giving sales people access to marketing automation capabilities. Those firms have very specific requirements for balancing central control over content and brand image with the agents’ desire for flexibility and personal client relationships.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Microsite Automation 120

Customer Experience Matrix

MARCH 6, 2016

I spent part of last week at ICON16, Infusionsoft ’s annual combination of customer conference, revival meeting, and group therapy session for small business owners. This all makes perfect sense and is wholly consistent with Infusionsoft’s historical focus on helping small business grow. Whether it’s realistic is another question.

Small Business Marketing 120

Small Business Marketing Work Management Marketing Management Planning 120

Customer Experience Matrix

APRIL 26, 2011

Summary: MakesBridge offers a full set of marketing automation features with some special strengths that will appeal especially to small companies. I’ve written quite a bit recently about marketing systems for very small businesses – a category I’ve tentatively labeled “micro-business” and pegged at under $5 million revenue.

Small Business Marketing 120

Small Business Marketing Work Management Features Marketing Management 120

Customer Experience Matrix

FEBRUARY 14, 2011

Now that I’m more or less finished launching the B2B Marketing Automation Vendor Selection Tool (VEST) , I can start catching up on the other topics. ClickDimensions does pretty much the standard marketing automation activities: email, landing pages, Web visitor tracking, drip marketing campaigns, and lead scoring. But I digress.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation CRM Work Management 120

Customer Experience Matrix

JULY 30, 2013

Raab Associates officially released the new edition of our B2B Marketing Automation Vendor Selection Tool (VEST) yesterday. This is our flagship report on the industry, with nearly 200 data points on 23 vendors and separate ratings for micro-business, small to mid-size companies, and enterprise marketing departments.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Acquisitions 120

Customer Experience Matrix

JANUARY 29, 2011

Thanks to the heroic efforts of my friends at OfficeAutoPilot , the new B2B Marketing Automation Vendor Selection Tool (VEST) is finally available for online sales. This gets to the heart of the marketing automation deployment challenge, which is helping marketers get real value from their systems from the start.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Marketing Report 120

Customer Experience Matrix

APRIL 27, 2017

Infusionsoft has always presented combined methodical management of its own business with evangelical cheerleading for its small business clients. For Infusionsoft managers, the big news was a new product called Propel, which delivers prepackaged programs for business owners who don’t want to get involved in the details of marketing.

Marketing Automation Services 0

Marketing Automation Services Marketing AI Work Management Marketing Management 0

Customer Experience Matrix

AUGUST 2, 2012

I’ve been so busy analyzing the new VEST data that I missed the announcement that Eloqua’s would make its initial stock offering today. In a young industry like B2B marketing automation, the primary focus is growth, and I published some figures on that yesterday (repeated below). And the stock did rise 12% on the first day.

Marketing Automation Services 120

Marketing Automation Services Vendors Comparison Marketing Automation 120

Customer Experience Matrix

APRIL 12, 2011

Choosing a marketing automation system is a major decision. Be sure to include processes beyond what you do already: one of the reasons you’re looking at marketing automation is to expand what your department can accomplish. A disciplined selection process is essential to make a sound selection. The first three are below.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

DECEMBER 13, 2020

walled gardens (Facebook, Google, Amazon) face increasing competition from walled flower pots – that is, businesses with less data but a similar approach. Compilers like Neustar and Merkle are also entering the business. Yes, in-person events will return and many of us will welcome them with new appreciation for what we’ve missed.

Marketing AI 367

Marketing AI Privacy Peer-to-peer Amazon 367

Customer Experience Matrix

APRIL 15, 2014

.* When Scott asked for content suggestions during the early stages of the conference planning, my reaction was that one thing everyone needs is a framework for relating marketing technology investments to larger business strategy. The implication is that every business needs to adapt a strategy of customer intimacy. Bluff called.

Marketing Strategy 120

Marketing Strategy Marketing & Strategy Planning Business 120

Customer Experience Matrix

JUNE 30, 2010

Summary: LoopFuse has launched a free entry-level version of its marketing automation system. LoopFuse today promised to “transform” the marketing automation industry by offering a free version of its system. Personally, I’d argue that the really significant news out of LoopFuse is their newly tiered pricing structure.

Loopfuse 120

Loopfuse Marketing Automation Services Enterprise Management Marketing Management 120

Customer Experience Matrix

FEBRUARY 5, 2012

Last week's post took a horse race approach to data from our newly available B2B Marketing Automation Vendor Selection Tool (VEST): who’s ahead, who’s behind, and who is coming on strong. Moving the information into marketing automation required time-consuming file extractions and imports. Let’s start with the basics.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

JANUARY 31, 2010

Summary: Aprimo Marketing Studio offers powerful features in an on-demand system for sophisticated business and consumer marketers. Like Aprimo itself, Marketing Studio is a bit of an oddity because it serves both business and consumer marketers. Other business marketing systems generally cannot.) You know who you are.

Paid Search Agency 120

Paid Search Agency Work Management Marketing Management Resource Management 120

Customer Experience Matrix

DECEMBER 6, 2011

I wrote yesterday about our new workbook for marketing automation cost estimates. In terms of what you need, vendors offer three types of services: deployment: help with setting up your system support: help in operating your system after it’s deployed account service: help in growing your business.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

MARCH 25, 2009

Rather, salespeople must focus on what only they can do – provide nuanced, personal service – and delegate other tasks to resources that can handle them more cheaply and often more quickly. In many cases, those resources will be automated systems that are run by marketing. Yes, sales could duplicate those systems for itself.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Demand Salesforce.com 120

Customer Experience Matrix

JUNE 20, 2018

Google doesn’t do much business in China so this is about expanding in other markets and listing JD.com as a seller in Google Shopping. June 20, 2018 RichRelevance Launches Next-Generation AI-Based Experience Personalization Personalization vendor RichRelevance has launched its next generation of AI-based personalization tools.

Marketing Management 120

Marketing Management Cross-Selling Mobile Advertising Newsletter 120

Customer Experience Matrix

JULY 30, 2009

Small businesses willing to invest some effort should be pleased with the results. Yesterday’s post described one strategy to sell marketing automation to small businesses: provide a specific, turnkey service that requires virtually no skill or effort from the user. Hubspot has accepted this challenge.

Small Business Marketing 120

Small Business Marketing Bundling Work Management Paid Search Agency 120

Customer Experience Matrix

AUGUST 6, 2009

Summary: Infusionsoft knows exactly how to sell marketing automation to small business: promise more revenue, less work, strong support and a low price. 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.

Small Business Marketing 120

Small Business Marketing Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JANUARY 26, 2011

The good news is, my new B2B Marketing Automation report (more formally: the Vendor Selection Tool, or VEST) is now available. The sets represent fitness for small, mid-size and large businesses, and each set contains a product fit score and vendor fit score. The final result was three sets of scores for each vendor.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Report Marketing Management 120

Customer Experience Matrix

JANUARY 27, 2021

These deals all involve CDPs with marketing automation functions (that is, segmentation, message selection, campaigns, personalization, and cross-channel orchestration). But Twilio isn’t looking to build a marketing suite; their core business is call centers and (after buying SendGrid) email messaging.

Marketing Automation Services 270

Marketing Automation Services Enterprise Management Marketing Management Lead Ranking 270

Customer Experience Matrix

DECEMBER 16, 2018

At the same time, other people – often marketers who had found through personal experience that unified customer data was rarely available – started by build database-only CDPs, based on the same insight that the value was in the database. A cynic might argue the reason is that companies have developers on staff and need to keep them busy.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

Customer Experience Matrix

AUGUST 27, 2020

Identity resolution is on the border because responding to data subject requests (see next section) requires assembling all data belonging to the same person. Some privacy systems include identity resolution to make this possible, but others rely on external systems to provide a personal ID to use as a link. Data subject interactions.

Privacy 180

Privacy Enterprise Management Work Management Marketing Management 180

Customer Experience Matrix

DECEMBER 3, 2008

While last week’s post found that Marketbright aims at more sophisticated clients, Pardot explicitly targets small and midsize businesses (or SMBs as we fondly acronymize them [yes, that’s a word, at least according to [link] ]). So I was quite curious to see what they had to offer. What I found was intriguing.

Demand Generation 120

Demand Generation Enterprise Management Small Business Marketing Pricing 120

Customer Experience Matrix

FEBRUARY 24, 2017

I’ve sensed a certain weariness in recent discussions of marketing technology, as marketers realize their business problems remain even after massive investments in new systems. The term “martech fatigue” has crept into my conversations, suggesting that marketers are tired of buying new systems they often don't use. So what’s the problem?

Paid Search Agency 196

Paid Search Agency Advertising Agencies Marketing Management Budget Programs 196

Customer Experience Matrix

MARCH 27, 2008

I had an email yesterday from Blink Logic , which offers on-demand business intelligence. That could mean quite a few things but the most likely definition is indeed what Blink Logic provides: remote access to business intelligence software loaded with your own data. Still, that is a tiny fraction of the typical project schedule.)

Demand 120

Demand Business Aggregators Vendors 120

Customer Experience Matrix

MARCH 4, 2014

My post last month on DemandBase and Bizo ’s products to target Web display ads at individual businesses resulted in a call from Vendemore , a Stockholm, Sweden-based firm that has been providing similar services for seven and a half years. I still do expect to see marketing automation systems move up-funnel towards acquisition.

Top of Funnel 120

Top of Funnel Advertising Funnels Paid Search Agency Display 120

Customer Experience Matrix

AUGUST 6, 2014

Suffice it to say that Raab Associates'' B2B Marketing Automation Vendor Selection Tool (VEST) is written by a professional analyst (me) who has assembled 200 rigorously defined points of comparison on 25 marketing automation systems, allowing buyers to quickly find vendors who meet their needs.

Marketing Automation Services 120

Marketing Automation Services Software Product Paid Search Agency 120

Customer Experience Matrix

MAY 25, 2016

I’ve been writing about Demandbase since 2009, when they had already begun their climb from compiling company profiles to enhancing Web site visitor records to personalizing Web content to targeting Web display ads. Now you know better…and hopefully won’t make the same assumption about other marketing automation systems.

Account Based Marketing 0

Account Based Marketing DemandBase Eloqua Buy 0

Customer Experience Matrix

FEBRUARY 10, 2017

The company is in the business of assembling B2B marketing lists – an industry dating back centuries to city directories and beyond. Lead Genius has a basic email campaign capability, including segment definition, email templates with personalization variables, and email sequences. Lead Genius is a good example. Plan interactions.

Marketing AI 120

Marketing AI Account Based Marketing Lead Scoring Lead Ranking 120

Customer Experience Matrix

APRIL 1, 2013

Even though Raab Associates itself is a small business and runs in part on an Infusionsoft-like system ( OfficeAutoPilot ), I’m a professional manager by training and most of my clients are mid-size and big businesses. Small businesses can see changes in revenue or free time immediately. Reducing costs is a lower priority.

Small Business Marketing 120

Small Business Marketing Marketing Automation Services Conference Marketing Management 120

Customer Experience Matrix

JUNE 14, 2013

Doing it yourself takes multiple tools to gather different kinds of information, and then patching the result together into personal profiles. Lists containing members of a persona can be assigned to marketing campaigns and sent to external marketing automation or CRM systems for execution.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Social Marketing Ideal Customer Profiles 120

Customer Experience Matrix

JUNE 13, 2016

It gives Microsoft access to a rich trove of personal and company information, something it didn’t have before (although Microsoft probably collected more personal and company data than most of us realize). LinkedIn is primarily a social network with revenue from subscriptions, recruiting services, and advertising.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Linkedin 120