Customer Experience Matrix

MARCH 26, 2015

This means that integration has largely meant sharing audiences defined in a marketing automation system with demand side platforms (DSPs), so the DSPs can bid on audience members when they appear on ad networks. For B2B marketers, this has happened mostly through Demandbase and what was formerly Bizo (now part of LinkedIn).

Paid Search Agency 120

Paid Search Agency Display Enterprise Management Marketing Automation Services 120

Customer Experience Matrix

MARCH 5, 2009

I spent a good part of yesterday talking with demand generation vendors about the usability scores I've been publishing all week. Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B complex 11 8.5 12 11 simple 8 10 10 10 12 8.5 9 Now what? Choose whichever sounds best. 0 0 0 0 0.5

Lead Scoring 120

Lead Scoring Lead Ranking Demand Generation Work Management 120

Customer Experience Matrix

NOVEMBER 18, 2009

One of the audience members at the B2B Marketing University in Boston asked about demand generation systems for small businesses, and how to distinguish among the vendors in general. The table below presents a reasonably comprehensive list of demand generation (a.k.a. I'll be flying cross country to attend, so you could too.)

Marketing Automation Services 120

Marketing Automation Services Marketing Management Demand Generation Agencies Demand Generation 120

Customer Experience Matrix

MAY 8, 2014

I spent two productive days this week at Demand Gen Report’s B2B Content2Conversion Conference in New York. Incidentally, Demand Gen Report will be moving the conference from New York to Scottsdale, AZ for its next session, which will be February 16-19, 2015. They were all good, too, but I’m a big picture kind of person.

Conference 120

Conference B2B B2B Sales Planning 120

Customer Experience Matrix

JULY 28, 2010

Summary: Manticore Technology released some modest enhancements to its demand generation platform today. Manticore launched its B2B marketing automation system in 2003, making it one of the older vendors in the industry. Manticore wants clients to understand that demand generation is a business process. First some background.

Manticore 120

Manticore Marketing Automation Services Demand Generation Agencies Marketing Management 120

Customer Experience Matrix

AUGUST 29, 2013

My discussion last week of Infer , Mintigo , and Lattice Engines raised the question of what other B2B data vendors might be considered Customer Data Platforms. It’s easy to exclude companies that provide basic B2B lists ( D&B , Data.com , Netprospex , ZoomInfo , etc.) since they’re clearly in a different business.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Ideal Customer Profiles 120

Customer Experience Matrix

MARCH 4, 2014

This would offer a simple narrative about expanding B2B marketing automation beyond its home base in the middle of the funnel, where it nurtures known leads. ad networks b2b targeting customer success management demand generation display ad targeting IP address lookup marketing automation remarketing vendemore'

Top of Funnel 120

Top of Funnel Advertising Funnels Paid Search Agency Display 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 is always a fun project because it gives me an overview of what all the vendors have been up to for the past six months.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Top of Funnel 120

Customer Experience Matrix

AUGUST 22, 2013

One of these categories is systems for B2B lead scoring. marketing automation predictive modeling CRM lead scores b2b lead scoring customer data platform sales automation demand generation' Features will probably converge as vendors extend their products to attract more clients. But right now the groups are quite distinct.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Ideal Customer Profiles 120

Customer Experience Matrix

AUGUST 23, 2012

Marketo and Oracle (specifically, Oracle CRM On Demand Marketing ) are considerably further back in the leader quadrant. Both are general purpose marketing automation systems that serve large numbers of B2C as well as B2B clients. It’s important to recognize that Neolane and Aprimo are fundamentally different from the others.

Eloqua 120

Eloqua Marketing Automation Services Lead Ranking Enterprise Management 120

Customer Experience Matrix

JUNE 3, 2009

Summary: Silverpop Engage B2B has added an innovative visual campaign builder that supports complexity without the drawbacks of a Visio-style flow chart. This is the first of three planned posts on updated interfaces from demand generation vendors.) Since this matches my own oft-stated opinion, I readily agreed. But I digress.

Vtrenz 120

Vtrenz Campaigns Work Management Marketing Automation Services 120

Customer Experience Matrix

NOVEMBER 22, 2013

The bad news was for B2B marketing automation. Conference presentations confirmed that Pardot, the B2B marketing automation system that Salesforce acquired as part of its ExactTarget acquisition, has been separated from the rest of ExactTarget and made part of the Sales cloud.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

JULY 11, 2011

You know that red-hot B2B marketing automation industry? Our just-released update to the B2B Marketing Automation Vendor Selection Toolkit (VEST) shows that client counts grew just over 50% over the year ending in June, compared with nearly 100% growth for the year ending last December. Don’t look now, but growth is already slowing.

Marketing Automation Services 120

Marketing Automation Services Manticore Marketing Automation ActiveConversion 120

Customer Experience Matrix

FEBRUARY 21, 2014

That could serve as a pretty complete summary of the state of the art for B2B marketing today, especially if you consider “content marketing” as implicitly included. DemandBase had to build its own engines for real time bidding (RTB) and ad serving (Demand Side Platform or DSP) to support its approach.

DemandBase 120

DemandBase Advertising Agencies Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

AUGUST 13, 2010

Conversely, IBM is on a customer intelligence acquisition spree that has already included Coremetrics Web analytics, Sterling Commerce B2B integration and Cognos business analytics. Its acquisition is basically the completion of the consolidation of that space, not the start of consolidation among B2B marketing automation vendors.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Acquisitions Marketing Management 120

Customer Experience Matrix

SEPTEMBER 3, 2012

A serious demand generation program might move contacts through half dozen stages with several levels within each stage and several messages within each level. As if the infinite number of potential tests were not enough of a challenge, most B2B marketers also have relatively small program quantities to work with. lots of content.

Multivariate analysis 120

Multivariate analysis B2B Marketing Planning B2B 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. For example, LoopFuse reported 42% of respondents had marketing automation in place, a Forrester study reported 45% use among B2B enterprise marketers, and the Lenskold Group found 70% marketing automation usage.*

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Automation 120

Customer Experience Matrix

JULY 12, 2011

As I mentioned yesterday, our new B2B Marketing Automation Vendor Selection Tool (VEST) asks vendors to estimate the number of clients in each of four size categories. But not all of these are B2B marketers. This provides an interesting overview of the industry. The segments are defined based on revenue.

Marketing Automation Services 120

Marketing Automation Services Segmentation Marketing Automation Automation 120

Customer Experience Matrix

JANUARY 11, 2011

Some of the comments on last week’s post on the size of the B2B marketing automation industry led me to dig a bit more deeply into the question of revenue per employee. I don’t know the B2B fraction of Unica, Alterian or Neolane’s revenues, but it’s probably quite low: let's guess 15%. So maybe let’s credit them with $10 million.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation ActiveConversion 120

Customer Experience Matrix

JULY 31, 2012

I’ve just released the latest edition of my B2B Marketing Automation Vendor Selection Tool (VEST), which contains detailed analysis of all 22 B2B marketing automation systems. I estimate the non-B2B specialists and other marketing automation vendors (IBM, SAS, SAP, etc.)

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Report Marketing Management 120

Customer Experience Matrix

DECEMBER 20, 2012

Oracle announced today that it has agreed to purchase B2B marketing automation leader Eloqua for $23.50 The deal makes obvious sense, in that it gives Oracle a much stronger position in the fast-growing B2B marketing automation industry*. per share, which comes to $871 million. The stock had been hovering around $17.50

Eloqua 120

Eloqua Marketing Automation Services Enterprise Management Marketing Automation 120

Customer Experience Matrix

FEBRUARY 6, 2013

I’ve just finished the latest update of our B2B Marketing Automation Vendor Selection Tool (VEST), available on the raabguide.com Web site. Bottom line, then: Raab Associates official estimate of B2B marketing automation vendor revenues for 2013 is $750 million. That seemed a little more encouraging. How scientific can you get?

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Forecasting 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. One of the things this has forced me to do is come up with an estimate of industry size that I'm willing to defend in print.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

NOVEMBER 5, 2009

I hugely enjoyed yesterday’s Boston session of the Silverpop -sponsored B2B Marketing University. This isn’t an inherent problem with Software-as-a-Service itself: remember, the B2B marketing automation vendors themselves all operate on a SaaS model, and there is a growing number of SaaS business intelligence systems too.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

NOVEMBER 6, 2009

One of the emergent themes at Tuesday’s session of the B2B Marketing University was the growing importance of marketing “content”. Tags: demand generation marketing automation marketing content. This may mean shifting funds from content creation to content distribution and evaluation.

Work Management 120

Work Management B2B Marketing B2B Content 120

Customer Experience Matrix

AUGUST 1, 2012

I’ve gotten used to thinking of the B2B marketing automation industry as entering a consolidation phase, during which a handful of dominant vendors emerge and small vendors drop away. For B2B marketing automation, we’re not there yet. This share can only drop over time as new entrants emerge.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation B2B Marketing 120

Customer Experience Matrix

JANUARY 23, 2017

in that many people leading the charge to ABM were also involved in launching B2B marketing automation ten years or so ago. Not the ABMU mascot It sometimes seems that Account Based Marketing is really Marketing Automation 2.0, How none of us has aged a day is a mystery we shan't discuss.

Account Based Marketing 120

Account Based Marketing Planning B2B Thought Leadership ABM 120

Customer Experience Matrix

DECEMBER 27, 2010

Summary: The first of three posts describing my new scoring system for B2B marketing automation vendors. I’ve finally had time to work up the vendor scores based on the 150+ RFP questions I distributed back in September. The result will be one of those industry landscape charts that analysts seem pretty much obliged to produce.

Marketing Automation Services 120

Marketing Automation Services Lead Scoring Lead Ranking Vendors 120

Customer Experience Matrix

MARCH 17, 2014

One of the rarely-spoken truths about B2B marketing automation is that a sizable minority of users – roughly one-third in most surveys – are not happy with their results. Like the sheriff in Blazing Saddles who held himself hostage, I''m writing this to encourage more people to complete the survey so we can release it. First, some context.

Marketing Automation 120

Marketing Automation Buy Automation Demand Generation 120

Customer Experience Matrix

DECEMBER 13, 2020

Bear in mind that live events are often the most important new business source for B2B marketers, so major changes in how they work will ramify throughout the marketing and sales process. I don’t think the significance of this has been fully recognized. remote work is here to stay.

Marketing AI 367

Marketing AI Privacy Peer-to-peer Amazon 367

Customer Experience Matrix

FEBRUARY 7, 2019

It commonly referred to B2C as well as B2B. the term came to be more associated with B2B sales and customer service in general and the Salesforce.com Sales cloud in particular. In Europe, CRM is used very broadly to mean any and all customer data, extending far beyond sales, service, and marketing, and including both B2B and B2C.

Work Management 136

Work Management Marketing Management Paid Search Agency Vendors 136

Customer Experience Matrix

DECEMBER 12, 2010

Summary: 2011 will see continued adjustment as B2B lead generators experiment with the opportunities provided by new media. Mainstream B2B marketers will purchase marketing automation systems in large numbers, having finally heard about it often enough to believe it's worthwhile. So I figured I'd share it here as well.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

MAY 25, 2010

Oracle tersely announced today that it had purchased the intellectual assets of demand generation vendor Market2Lead. This is an excellent fit for Oracle in that Market2Lead is a sophisticated product that is best suited to large, demanding marketing operations. Tags: demand generation marketing automation market2lead oracle.

Market2Lead 120

Market2Lead Buy Marketing Automation Services Eloqua 120

Customer Experience Matrix

AUGUST 2, 2012

In a young industry like B2B marketing automation, the primary focus is growth, and I published some figures on that yesterday (repeated below). For companies like Eloqua and its competitors, there are really two big financial questions: how fast can they grow, and how can they become profitable?

Marketing Automation Services 120

Marketing Automation Services Vendors Comparison Marketing Automation 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. You can click here to access the new landing page and order forms.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Marketing Report 120

Customer Experience Matrix

DECEMBER 28, 2010

Summary: Yesterday's post described the objectives of my product fit scores for B2B marketing automation vendors and how I set up the original weighting for individual elements. But the original set of scores seemed to favor more complex products, even for small business marketers. Here's how I addressed the problem.

Marketing Automation Services 120

Marketing Automation Services Vendors Marketing Automation Automation 120

Customer Experience Matrix

JANUARY 3, 2013

That formula fell out of favor when the most prominent CRM system became B2B-oriented Salesforce.com , whose very name reflects its origins in B2B sales automation. These fill a demand for powerful but moderately-priced options by both marketing services providers and mid-sized companies.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Resource Management Work Management 120