Customer Experience Matrix

MAY 5, 2016

Like Engagio’s earlier analytics products, PlayMaker starts by pulling data from Salesforce.com CRM and attaching leads to accounts. So – like all good marketers – Miller has found a distinctive message that accurately distills what’s unique about his product. Let’s look a little closer.

Account Based Marketing 120

Account Based Marketing Marketing Automation Services Service Paid Search Agency 120

Customer Experience Matrix

SEPTEMBER 7, 2016

The big changes started in the 1990’s when email and Web marketing provided a flood of data about customer behaviors and vendors responded with a flood of new systems to work with it. Major SaaS vendors, most notably Salesforce.com , made their systems into platforms that provided a foundation for other systems.

Work Management 120

Work Management Marketing Management Salesforce.com Vendors 120

Customer Experience Matrix

DECEMBER 10, 2013

Tag lines notwithstanding, Woopra wouldn’t qualify as a CDP if it only tracked Web behavior. It does this by directly capturing behaviors from Web site visits and mobile app interactions (via Javascript tags and API calls from iOS or Android) and by loading operational data such as purchases and customer service interactions.

Ideal Customer Profiles 120

Ideal Customer Profiles Analytics Top of Funnel Marketing Management 120

Customer Experience Matrix

MARCH 13, 2014

Last year’s biggest marketing automation acquisitions were products for consumer marketing: ExactTarget by Salesforce.com , Neolane by Adobe , and Responsys by Oracle. But it would be wrong to see these as expanding the industry to a new set of users.

Enterprise Management 120

Enterprise Management Marketing Automation Services Resource Management Marketing Management 120

Customer Experience Matrix

NOVEMBER 4, 2014

Execution systems on the list include Salesforce.com, Marketo, Eloqua, Act-On, Facebook, Twitter, Youtube, Demandware, Optimizely, Adobe Target, and most major email providers. The first step is to summarize customer behavior with scores for interaction momentum, quantity, frequency, responsiveness, and intensity.

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Enterprise Management Marketing Management 120

Customer Experience Matrix

JULY 10, 2013

Landing pages can be attached to an auto-responder email, while standard fields on forms are automatically mapped to Salesforce.com. Salespeople can view their contact list, drill down to individual profiles, aand drill further to see behavior details – even as far as each page viewed during a Web site visit.

Demand Generation Agencies 120

Demand Generation Agencies Marketing Automation Services Paid Search Agency Small Business Marketing 120

Customer Experience Matrix

JANUARY 31, 2010

Small digression: most business marketing systems are designed around data from a sales automation system such as Salesforce.com. The system can capture Web visitor behavior directly or integrate with Omniture SiteCatalyst. Salespeole working with Salesforce.com can see a list of their leads with priority ratings.

Paid Search Agency 120

Paid Search Agency Work Management Marketing Management Resource Management 120

Customer Experience Matrix

JUNE 30, 2010

Salesforce.com easily dominates despite the presence of surprisingly capable free products like ZohoCRM and FreeCRM. LeadForce1 launched a solution that uses advanced text analysis to measure user intent, and thus provide much better guidance to salespeople than conventional behavioral analysis.

Loopfuse 120

Loopfuse Marketing Automation Services Enterprise Management Marketing Management 120

Customer Experience Matrix

JULY 20, 2009

Yet some other features are fairly advanced: Active Conversion can identify anonymous Web site visitors through reverse IP lookup, find contact names for those companies in JigSaw , and either send the data to Salesforce.com or let sales people access it withing Active Conversion itself.

Active Conversion 120

Active Conversion Lead Scoring Lead Ranking Lead Management 120

Customer Experience Matrix

SEPTEMBER 13, 2012

Web behavior tracking, lead scoring, and social discovery (searching for and importing public data on LinkedIn ) are also available. The system already provided dynamic email content, although users have to write the selection rules in a scripting language – something many marketers will find intimidating.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120

Customer Experience Matrix

JULY 22, 2011

Unlike smartphone app stores or Salesforce.com AppExchange, the marketing automation vendor app markets won’t establish their products as “platforms” for a broad range of tasks (although the vendors can dream). The main feature of Performable is an ability to define “events”, which can be page visits, form submissions, or other Web behaviors.

Hubspot 120

Hubspot Marketing Automation Services API Salesforce.com 120

Customer Experience Matrix

DECEMBER 4, 2012

These include landing pages and forms for lead capture; email and postal mail; lead scoring on attributes and behaviors; branching multi-step campaigns; and bi-directional synchronization with Salesforce.com, Microsoft Dynamics, Outlook, and SugarCRM. The system also provides a full set of standard marketing automation features.

Marketing Automation Services 120

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 120

Customer Experience Matrix

FEBRUARY 25, 2009

The product was soon extended to integrate with Salesforce.com and to let the proxy server add Genius-generated popups that display personalized messages or offer an online chat. Later, the company added MarketingGenius, which lets marketers send email on behalf of salespeople and can react to Salesforce.com workflow rules.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

AUGUST 12, 2010

The key term here is “instant-on”, which Genius defines to mean “instantly integrated website tracking, email marketing and social media campaign tracking” along with fully automated integration with Salesforce.com, including custom objects. Since Genius has highlighted the issue, let's dive into its Web tracking.

Work Management 120

Work Management Marketing Automation Services Marketing Management Loopfuse 120

Customer Experience Matrix

DECEMBER 13, 2012

The system then tracks the content consumed by each individual and compares their behavior to “profile cards” of personas such as frequent site visitors with high interest in business. Each person is assigned to the profile card they match most closely; people can be switched to a different card if their behaviors change.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JUNE 14, 2013

Predictive models can show how different attributes correlate with targeted behaviors such as purchasing a product. Connectors are currently available for Marketo and Salesforce.com , with an Eloqua connector due soon. Identity aggregators can link email, social media, and other addresses for the same individual.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Social Marketing Ideal Customer Profiles 120

Customer Experience Matrix

SEPTEMBER 1, 2009

Email campaigns are targeted at segments; Web visitors are classified into segments; behavior alerts are triggered by segments; lead scores are assigned to segments; leads are sent to the sales system based on segments; reports are run against segments. The key to Net-Results’ approach is to build everything around segments.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Small Business Marketing Marketing Automation Services 120

Customer Experience Matrix

JANUARY 4, 2012

LeadFormix combines its behavior analysis with anonymous visitor identification (inferring their company from the IP address), access to external prospect lists and enhancement data, and collaboration with partners and affiliates to share lead access. In particular, LeadFormix infers visitors' “intent” (i.e.,

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

AUGUST 14, 2014

. • 6Sense finds new prospects using behavioral data gathered from a network of "several thousand" Web publishers rather scanning public sources like others in this list. Radius finds small business prospects that resemble current customers and deploys them to Salesforce.com, along with key profile information and lead scores.

Lead Ranking 120

Lead Ranking Work Management Marketing Management Lead Scoring 120

Customer Experience Matrix

MAY 18, 2007

That is, it can generate outbound emails, build customized landing pages for email response, track behavior of Web site visitors, and execute multi-step lead nurturing campaigns with logical branching depending on prospect behavior. Both products integrate with salesforce.com (and Eloqua with several others).

Manticore 120

Manticore Online Lead Generation Lead Generation Vtrenz 120

Customer Experience Matrix

OCTOBER 19, 2010

Users can import lists, compose and send emails, build landing pages, execute multi-step event-triggered campaigns, monitor Web behaviors, score leads, exchange data with SugarCRM or (soon) Salesforce.com , and run reports. **sigh**) The system also provides a solid set of standard capabilities.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120

Customer Experience Matrix

MARCH 18, 2009

I originally spoke with Treehouse Interactive in late January, but didn’t write about them because weren’t quite ready to talk about their Salesforce.com integration. This is a very limited set of behavioral attributes compared with what’s available in other demand generation systems. This applies both to SalesView and Salesforce.com.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Demand Enterprise Management 120

Customer Experience Matrix

OCTOBER 18, 2011

By very sharp contrast, B2B marketers rely primarily on their CRM system (that is, Salesforce.com or a competitor) as the primary data source, and complement that with information captured directly by the marketing automation systems’ own landing pages and Web tracking tags. This accounts for most of the work and most of the cost.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120

Customer Experience Matrix

FEBRUARY 24, 2009

Major themes were greater access to detailed information, more precise targeting, and tighter integration with Salesforce.com. In Fernandez’ view, this reflects a fundamental philosophical difference from his competitors: Marketo sees marketing as reacting to prospect-initiated behaviors, not executing company-driven interaction paths.

Marketo 120

Marketo Marketing Automation Services Marketing Management Vtrenz 120

Customer Experience Matrix

FEBRUARY 21, 2014

These now extend beyond display ads to social media advertising through Facebook and LinkedIn, Web site personalization through Adobe, Web analytics through Google Analytics and Adobe, and integration with Salesforce.com CRM, BlueKai DMP, and Eloqua marketing automation. Other partners will be added over time.

DemandBase 120

DemandBase Advertising Agencies Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

JANUARY 20, 2009

Note that none of listed categories included behavioral information such as email clickthroughs or Web page visits, which demand generation vendors make so much of. The categories don’t make much sense to me because they overlap: products like Salesforce.com are both CRM systems and SaaS.

Work Management 120

Work Management Marketing Management Demand Generation Agencies Lead Scoring 120

Customer Experience Matrix

FEBRUARY 12, 2009

The fifith core function, integration with Salesforce.com , is not provided because Infusionsoft has its own sales automation capabilities. If advanced lead scoring or Salesforce.com integration are show stoppers for you, then read no further. It’s the multi-step, behavior-dependent campaign logic that’s otherwise hard to come by.

Pricing 120

Pricing Price Impressions Marketing Management 120

Customer Experience Matrix

AUGUST 21, 2009

.* The new offering is designed to support all stages of interactive marketing, starting with traffic generation from paid search, Web banner ads and blogging, and continuing with visitor behavior tracking, landing pages and forms, interactive dialogs, multi-step email campaigns, lead scoring and CRM integration.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Marketing Management Paid Search Agency 120

Customer Experience Matrix

FEBRUARY 13, 2014

Mintigo’s conclusion across 186,500 B2B companies was that just three percent were using the most common marketing automation systems: Oracle Eloqua , Marketo, HubSpot, and Salesforce.com Pardot. Penetration reached eight percent among larger firms and varied substantially by industry. But there are still significant differentiators.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

OCTOBER 22, 2009

But the system does offer a comprehensive solution for smaller firms and, at least on the CRM side, can integrate with more powerful solutions including Salesforce.com , Microsoft Dynamics CRM and Siebel CRM On Demand. no branching based on prospect behavior) at fixed intervals.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

DECEMBER 3, 2008

Functionally, it has all the capabilities you’d expect of a demand generation product: users create personalized emails and Web pages with a drag-and-drop interface; track responders with cookies; look up visitors' companies based on their IP address; run multi-step drip marketing campaigns; score leads based on activities and attributes; and integrate (..)

Demand Generation 120

Demand Generation Enterprise Management Small Business Marketing Pricing 120

Customer Experience Matrix

JULY 1, 2016

Model inputs include content consumption as sourced from Bombora, behaviors captured by a YesPath Javascript tag on the marketers’ own Web site and emails, and campaign responses imported from CRM ( Salesforce.com only so far) and marketing automation (the first integration will be announced shortly).

Account Based Marketing 120

Account Based Marketing ABM Work Management Marketing Management 120

Customer Experience Matrix

DECEMBER 26, 2014

Although content creation is probably LeadLiaison''s most unusual set of features, the system also does an above-average job at the standard marketing automation functions: email, multi-step workflows, behavior tracking, lead scoring, CRM integration, and analytics. Users can preview how their emails would look in different clients.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120

Customer Experience Matrix

JANUARY 31, 2014

It also provides the rest of the standard marketing automation functions, including landing pages and microsites, Web behavior tracking, lead scoring, and integration with Salesforce.com. Events also act as triggers for actions within workflows, which begin with contact lists and can be filtered based on attributes and behaviors.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Marketing Management Marketing Automation 120

Customer Experience Matrix

NOVEMBER 22, 2013

I spent the early part of this week at Salesforce.com ’s annual Dreamforce conference. Data outside the CRM structure, such as detailed Web behaviors, will remain separate.) app exchange customer data management dreamforce exacttarget marketing automation marketing software trends pardot predictive modeling salesforce.com'

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

NOVEMBER 1, 2013

date from the mid-2000s and were originally built to feed leads to Salesforce.com. On the other hand, Bislr said it doesn’t synchronize with custom objects from Salesforce.com and it doesn’t directly control which users can edit specific marketing campaigns or assets.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Marketing Automation 120

Customer Experience Matrix

MAY 8, 2013

The data includes Web and email behavior captured directly in HubSpot, data imported from Salesforce.com, and whatever else the system has available. Unstated but hovering in the background was the fact that Salesforce.com is an investor in HubSpot and might some day consider buying them to expand its own marketing scope.

Hubspot 120

Hubspot Salesforce.com Marketing Automation Services Ideal Customer Profiles 120