Customer Experience Matrix

APRIL 30, 2015

A recent piece in TechCrunch quoted me as saying that “almost 70 percent of marketers are either unhappy or only marginally happy with their marketing automation software.” Answers came from 159 marketing automation users. The real difference is an unusually small middle group, 29% rating marketing automation as “somewhat effective”.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Salesforce.com 120

Customer Experience Matrix

MARCH 7, 2014

I speak with particular authority here, since Ontraport is the marketing automation system of record at Raab Associates – in part because they give me a free account, but mostly because it has the particular mix of email, Web forms, order processing, automation, and WordPress integration that suits my needs and have provided great customer support.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Work Management Marketing Management 120

Customer Experience Matrix

MARCH 25, 2009

recently on the idea that the boundaries between marketing and sales are breaking down because leads now interact with both departments throughout the purchase cycle. This is clearly inevitable: if nothing else, leads still visit your Web site (controlled by marketing) even after they are “turned over” to sales.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Demand Salesforce.com 120

Customer Experience Matrix

DECEMBER 18, 2012

But this time I was able to answer right away because I’ve just finished a white paper on the future of B2B marketing automation, sponsored by Leadformix and available here for free download. The question answered by the paper is “What will marketing automation vendors do next?” This is what’s covered in the white paper.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

AUGUST 6, 2013

One of the main reasons that marketing automation has not been adopted more quickly is that too few marketers know how to fully use it. Instead, RightWave offers what it calls “marketing automation as a service,” gives each client access to staff members who will set up and execute campaigns for them.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 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. What MDC Dot really does is serve organizations that wrangle a herd of independent sales people, like financial advisors or direct sales representatives.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Microsite Automation 120

Customer Experience Matrix

JANUARY 22, 2014

I’ve been gearing up for the next edition of our VEST report on B2B marketing automation systems, which involves catching up with established vendors and chasing down some new ones. Indeed, the only traditional marketing automation functions provided by Salesformics itself are workflow and basic (untracked) email.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Marketing Automation Automation 120

Customer Experience Matrix

FEBRUARY 12, 2013

Let me start by saying that the 50% revenue increase I’m projecting for B2B marketing automation in 2013 is a very healthy one. What really got me thinking about this was prepping for a Webinar I’ll be giving next Wednesday on the future of marketing automation ( register here ). companies with $5 million or more revenue.**

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Automation 120

Customer Experience Matrix

AUGUST 13, 2013

As I noted in a post last year , there is a universe of specialized marketing automation systems for companies that sell through channel partners. Pricing starts around $3,000 per year plus $100 per user per month, which is usually less than the cost of marketing automation and sales automation systems that NitroMojo would replace.

Marketing Automation Services 120

Marketing Automation Services Advertising Agencies Marketing Management Marketing Automation 120

Customer Experience Matrix

FEBRUARY 5, 2015

I just finished the latest release of the B2B Marketing Automation Vendor Selection Tool , a.k.a. All six of the vendors new to this report sell primarily to small businesses, and most are “all-in-one” systems that combine marketing automation with integrated CRM. VEST Report. Here’s what struck me. more micro-business vendors.

Marketing Automation Services 120

Marketing Automation Services Demand Generation Agencies Marketing Report Marketing Automation 120

Customer Experience Matrix

JUNE 4, 2013

They have been lacking large-scale email capability, which all types of sales and marketing departments require. They also get a toe-hold in B2C marketing and in marketing automation (via ExactTarget''s Pardot technology). Not so terrible for marketing automation in the short term. Adobe , where art thou?

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

JULY 3, 2013

It is clearly “all-in-one” sales and marketing software for very small business, combining marketing automation, CRM, and ecommerce along the lines of Infusionsoft and Ontraport (formerly OfficeAutoPilot). You can be certain that this is the first time “Boy Scout troops” has come up as a category of marketing automation users.

Small Business Marketing 120

Small Business Marketing Marketing Automation Services Communities Lead Ranking 120

Customer Experience Matrix

JUNE 12, 2014

I recently did a study of the strategies of B2B marketing automation vendors. In general, the winners have focused on two of the major strategy groups: reducing sales barriers and expanding distribution. b2b marketing automation marketing automation vendor strategies' Most vendors used more than one strategy.

Marketing Automation Services 120

Marketing Automation Services Vendors Marketing Automation Automation 120

Customer Experience Matrix

FEBRUARY 13, 2014

The Interwebs have delivered an unusually rich trove of data about the marketing automation industry in the past few weeks. Taken together, these provide a clearer picture than usual of the state of marketing automation. The reason is selection bias: most surveys are answered by people who are actively engaged in marketing automation.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

JANUARY 4, 2012

The list of independent marketing automation systems shrank by one yesterday when Leadformix was purchased by sales enablement vendor CallidusCloud for $9 million. The price is surprisingly low for an established marketing automation vendor. interests) and sales stage from the Web contents they choose to view.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

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.

Account Based Marketing 120

Account Based Marketing Marketing Automation Services Service Paid Search Agency 120

Customer Experience Matrix

OCTOBER 17, 2012

It has a pretty low profile in the B2B marketing automation world, partly because it serves a mix of B2C and B2B clients but mostly because it started as a marketing operations management system. B2B marketing automation systems are built for lead nurturing and provide a foundation adequate for that purpose.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

AUGUST 16, 2011

I’ve long believed that B2B marketing automation is just a passing phase: that, ultimately, B2B marketing automation systems will be absorbed into CRM systems instead of operating independently. So the real question is whether the core campaign management features are adequate substitutes for a marketing automation product.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Automation 120

Customer Experience Matrix

JULY 17, 2015

At an operational level, the individual-level systems use automated analytics to rank all possible content choices for each individual using that individual’s data. Segment-based systems either use rules to select content for each segment or use automated analytics to rank content choices for the segment as a whole.

Work Management 120

Work Management Segmentation Analytics Automation 120

Customer Experience Matrix

JANUARY 7, 2012

Research firm Gleanster released its free “Gleansight” report on marketing automation late last month. These asked why people implement marketing automation, what challenges they face, and what contributes to success. The survey compared answers from top-performing marketing automation users with answers from everyone else.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Work Management 120

Customer Experience Matrix

FEBRUARY 4, 2014

I’ve just published the latest edition of our B2B Marketing Automation Vendor Selection Tool (VEST), with updated entries on all your favorites and several new entries to boot. This may be because the previous mid-market leaders, Marketo and Pardot in particular, have been focusing more on enterprise sales. lots of new vendors.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Top of Funnel 120

Customer Experience Matrix

FEBRUARY 21, 2014

This started by providing visitor lists and real-time alerts to sales people who were interested in specific accounts. The client data, which of course is available only to the client who provided it, could be anything but is usually attributes such as account type, buying stage, and sales territory. Given that the total employed U.S.

DemandBase 120

DemandBase Advertising Agencies Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

DECEMBER 5, 2011

One is about estimating the cost of a marketing automation system and the other is about evaluating vendor services. After much thought, I came up with four cost categories: direct system costs : the actual price paid for the marketing automation software itself. These are the other 75% of the typical marketing budget. of revenue.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Cost 120

Customer Experience Matrix

MAY 13, 2012

Three weeks ago, Intuit shook up the low end of the marketing automation universe by purchasing small business marketing shooting star Demandforce. Entiera was one of the few independent vendors still chasing the business of mid-size and enterprise marketing automation buyers. That’s great for FICO and for Entiera’s founders.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Buy 120

Customer Experience Matrix

JULY 1, 2012

I wrote last week about the difficulty of linking marketing leads to sales results. The practical use of lead scoring is to decide which leads to pass from marketing automation to sales, or, even more pragmatically, to predict which leads will be accepted by sales.*

Lead Ranking 120

Lead Ranking Lead Scoring Sales Qualified Leads Budget Programs 120

Customer Experience Matrix

FEBRUARY 9, 2012

New-ish marketing automation vendor NurtureHQ showed me its product recently. Clean interface, easy to use, all the standard marketing automation features. NurtureHQ hopes to differentiate itself as “dead easy marketing automation”, which it arguably is. I don’t know whether to laugh or cry. It’s really nice. I think not.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

OCTOBER 18, 2011

As you might have guessed from my recent list of B2C marketing automation systems , I’ve recently been spending some time helping consumer marketers to select vendors. B2B marketing automation systems start around $750 per month, or under $9,000 per year, and a typical B2B installation probably runs under $30,000 per year.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120

Customer Experience Matrix

SEPTEMBER 1, 2010

Summary: So you want some hard numbers to prove the value of marketing automation? A client asked yesterday if I had some benchmark information to justify the cost of her marketing automation project. higher sales quota achievement and 7% higher win rates • 100% increase in deal size 3. Here's a bunch. Statistics include: • 16.5%

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Marketing Automation Marketing Qualified Leads 120

Customer Experience Matrix

JANUARY 5, 2011

Summary: Here are my estimates for the size of the B2B marketing automation industry, broken down by customer segments. I've been working madly on my new report on B2B marketing automation vendors. Many are very small companies with just one or two marketing automation users. Services are also excluded.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

MARCH 16, 2012

And, as the two giants converge, the marketing automation industry stands between them like a mushroom, waiting to be crushed or gobbled up (if giants eat mushrooms). Web site management vendor SDL purchased Alterian last November and sales enablement vendor CallidusCloud bought LeadFormix in January.

Salesforce.com 120

Salesforce.com Enterprise Management Marketing Automation Services Marketing Management 120

Customer Experience Matrix

FEBRUARY 1, 2012

I released the 2012 edition of our B2B Marketing Automation Vendor Selection Tool (VEST) report today, an event that deserves more hoopla that I’ve given it. Although the VEST is primarily intended to help people who are buying a marketing automation system, its database also provides a statistical portrait of the industry.

Marketing Automation Services 120

Marketing Automation Services Marketing Report Marketing Automation Automation 120

Customer Experience Matrix

JULY 30, 2013

Raab Associates officially released the new edition of our B2B Marketing Automation Vendor Selection Tool (VEST) yesterday. Silverpop and HubSpot might also benefit but neither is fully focused on standard B2B marketing automation. This makes it increasingly meaningless to treat marketing automation as a distinct category.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Acquisitions 120

Customer Experience Matrix

DECEMBER 13, 2011

The marketing automation industry continues to grow quickly, with many vendors announcing their client bases have more than doubled in 2011. But there’s also a growing realization that many marketing automation systems are used for only simple tasks – often no more than email, landing pages, and CRM integration. automation.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation 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

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

JANUARY 5, 2012

The immediate subject of my attentions is next Tuesday’s Webinar “ Marketing Automation: One Step at a Time ”, sponsored by Act-On Software. The dominant image of this Webinar, and the eponymous white paper (available on the RaabGuide web site), is a high stone wall representing the effort required to deploy a marketing automation system.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Work Management Automation 120

Customer Experience Matrix

NOVEMBER 5, 2009

Summary: Marketing automation and CRM systems may eventually converge, but for now marketers need help explaining why they need a system of their own. People still don’t understand the difference between marketing automation vs. CRM. Will Marketing automation and CRM remain separate? Vendors take note.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120