Customer Experience Matrix

MARCH 4, 2014

It''s tempting to position Vendemore and similar firms at the top of the marketing funnel, as a way to connect with new prospects that have not yet identified themselves to a company. In two of those three cases, the result is actually to move further down the funnel, to existing customers, rather than higher up.

Top of Funnel 120

Top of Funnel Advertising Funnels Paid Search Agency Display 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. This is a major extension beyond traditional marketing automation, which works mostly through email to known prospects. Given that the total employed U.S.

DemandBase 120

DemandBase Advertising Agencies Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

FEBRUARY 25, 2015

I’m beginning to suspect the much-cited trend of marketing playing a larger role deeper into the sales funnel has reached a similar peak. Integration of advertising with marketing technology potentially gives sales people another route for generating their own prospects.

Marketing Automation Services 120

Marketing Automation Services Top of Funnel Marketing Funnels Marketing Automation 120

Customer Experience Matrix

AUGUST 8, 2015

It lops a whole layer off the top of the funnel and finally lets you discard the wasted half of your advertising. So most third-party intent data is based on visits to Web pages whose content attracts prospective buyers of specific products. But intent data is a complicated topic. How is it sold? There are two primary formats.

Intent Data 120

Intent Data Intent Bombora Top of Funnel 120

Customer Experience Matrix

JULY 28, 2010

Manticore launched its B2B marketing automation system in 2003, making it one of the older vendors in the industry. So rather than review them in depth (you can read Manticore’s press release for details), I’ll look at Manticore’s broader business approach as outlined by Marketing Vice President Christopher Doran. First some background.

Manticore 120

Manticore Marketing Automation Services Demand Generation Agencies Marketing Management 120

Customer Experience Matrix

SEPTEMBER 3, 2012

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. Survival and conversion rates show the shape of the funnel, but not the dimension of time. multivariate tests work. throughput matters. acceleration is hard.

Multivariate analysis 120

Multivariate analysis B2B Marketing Planning B2B 120