Customer Experience Matrix

JULY 15, 2013

But since late 2011 the company has also offered a suite aimed at marketers, which now has more than 4,000 paid clients. Even in the small business sector, that count would make Vocus one of the largest marketing automation systems. But Vocus doesn’t quite match the profile of standard marketing automation products.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Social Marketing 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*. Small businesses in particular can expect little love from an Oracle-ized Eloqua.

Eloqua 120

Eloqua Marketing Automation Services Enterprise Management Marketing Automation 120

Customer Experience Matrix

NOVEMBER 7, 2011

I’ll be giving a Webinar this Thursday on evaluating marketing automation software, sponsored by Neolane. Part of the content will be a list of Seven Deadly Sins of Marketing System Selection. The cost of skipping this step is that you don’t learn about existing business processes and user skills. So here goes.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Vendors 120

Customer Experience Matrix

OCTOBER 17, 2012

MarketingPilot is best described as integrated marketing management for mid-tier companies. 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.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

FEBRUARY 26, 2012

One of first marketing automation systems I ever saw – this would be during the Reagan Presidency – was a custom-built dial-up network to distribute collateral to farm equipment dealers. Some of these channel marketing systems focus on lead distribution, some on locally-customizable promotion materials, and some on campaign management.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Advertising Agencies Work 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. Neolane “ Making the Business Case for Enterprise Marketing Software ”. Here's a bunch.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Marketing Automation Marketing Qualified Leads 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

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. Not necessarily.

Marketing Automation Services 120

Marketing Automation Services Manticore Marketing Automation ActiveConversion 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.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

AUGUST 23, 2012

final installment in my series of posts on leaders in the different B2B marketing automation sectors, as determined by the ratings in our VEST report. I’ve saved the best for last, in the sense that the small to mid-size sector is the heart of the industry and its most complicated arena. And, no, they’re not my client.)

Eloqua 120

Eloqua Act-On Marketing Automation Services Marketo 120

Customer Experience Matrix

OCTOBER 19, 2010

Summary: Alsa Marketing is a late entry to small business marketing automation. They support multiple languages, which should gain them some business. It’s harder every day for a new company to enter the business-to-business marketing automation industry.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120

Customer Experience Matrix

MARCH 29, 2011

But what I really want to know is what it means for marketing automation. What makes the connection worth pondering is the approach to marketing automation taken by IBM, most recently in the Smarter Commerce initiative announced earlier this month. Not that I’m obsessed or anything. Bad bad bad. But I won’t.

Marketing Automation Services 120

Marketing Automation Services Paid Search Agency Marketing Automation Automation 120

Customer Experience Matrix

MAY 21, 2015

Just be glad I don’t review housewares, or this could be about rating knives and forks: A Tale of Two Settings: It Was The Best of Tines, It Was The Worst of Tines. Ah yes, in Las Vegas, at ONE: Teradata Marketing Festival, which is Teradata's conference for users of its marketing applications. But I digress. Where was I?

Resource Management 120

Resource Management Hubspot Marketing Automation Services Enterprise Management 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. rather than marketing automation. LoopFuse knows that, of course.

Loopfuse 120

Loopfuse Marketing Automation Services Enterprise Management Marketing Management 120

Customer Experience Matrix

SEPTEMBER 16, 2010

For business software vendors, all three are equally inevitable – and it's not clear which they dislike most. The best I could do was to make the questions as specific as possible. Beyond that, I’m creating separate weights for how important each answer is to small, medium and large marketing departments. Death, taxes and RFPs.

RFP 120

RFP Marketing Automation Services Marketing Automation 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

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 bad news is I can't actually sell it online, despite the best efforts of Web masters on two continents. 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

DECEMBER 29, 2010

From a buyer’s perspective, the big questions about vendors are whether they’ll remain in business, whether they’ll continue to support and update the product, and whether they understand the needs of customers like me. I had much less data to work with relating to vendor strength and there are many fewer conceptual issues.

Marketing Automation Services 120

Marketing Automation Services Vendors Marketing Automation Paid Search Agency 120

Customer Experience Matrix

AUGUST 16, 2015

I’ve long been intrigued by the notion that complex business decisions can be reduced to relatively simple rules of thumb. The good people at CommuniGator , a UK-based marketing automation system, were kind enough to sponsor a paper along those lines. It's a do-it-yourself guide to picking social media marketing methods.

Paper 120

Paper Social Media Social Marketing High Quality Lead 120

Customer Experience Matrix

JANUARY 27, 2021

It’s easy (and correct) to see these deals as efforts to assemble comprehensive marketing suites. These deals all involve CDPs with marketing automation functions (that is, segmentation, message selection, campaigns, personalization, and cross-channel orchestration). These will likely be large enterprises.

Marketing Automation Services 270

Marketing Automation Services Enterprise Management Marketing Management Lead Ranking 270

Customer Experience Matrix

SEPTEMBER 1, 2009

The system is aimed at small business but offers an interesting design lesson for everyone. When Net-Results ’ showed me their marketing automation system, the demonstration ended so quickly that I wondered what was missing. Net-Results’ drive for simplicity is based on its target market of small businesses.

Demand Generation Agencies 120

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

Customer Experience Matrix

NOVEMBER 9, 2015

Companies willing to share their Salesforce CRM data can get a report assessing the quality of their CRM records, listing the top five data elements that identify high-value prospects, and suggesting five market segments they might pursue. It takes zero effort on the marketer’s part and the answer comes back in 24 hours.

Lead Ranking 120

Lead Ranking Lead Scoring Work Management Marketing Automation Services 120

Customer Experience Matrix

MARCH 2, 2015

If there’s a substantive difference between the earlier Autopilot vision and the latest edition, it’s that the vendor spoke in 2013 of making it easy to build custom apps for Autopilot, while today they speak of integrating with existing best-of-breed systems. Whether this can satisfy new small business users remains to be seen.

Multi-Channel 120

Multi-Channel Marketing Automation Services Enterprise Management Marketing Management 120

Customer Experience Matrix

DECEMBER 16, 2018

A cynic might argue the reason is that companies have developers on staff and need to keep them busy. B2B might seem an exception but that’s only because its specialized systems are marketing automation and sales automation, which are very familiar to many marketing technologists.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

Customer Experience Matrix

DECEMBER 13, 2012

Most decision managers assume content is best stored with the touchpoint systems, while SiteCore wants to store most content itself. 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.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JANUARY 24, 2015

I’m revving up for the next edition of our B2B Marketing Automation Vendor Selection Tool (VEST) report, which will include six first-time entries. GreenRope workflow GreenRope is all-in-one software sold primarily to very small businesses such as lawyers, real estate agents, consultant, coaches and membership organizations.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Paid Search Agency Marketing Report 120

Customer Experience Matrix

SEPTEMBER 26, 2013

That may not sound very new, but most B2B marketing automation products today build very limited databases while most B2C marketing automation products rely entirely on an external data warehouse. The systems that do build databases are designed to be used by IT departments, not marketers.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Ideal Customer Profiles 120

Customer Experience Matrix

MARCH 23, 2011

Summary : Infusionsoft is making it easier to build campaigns and taken a new approach to helping clients plan their marketing programs. Both are needed for marketing automation to reach to a wider audience. But there's an extra passion at Infusionsoft that I think comes from serving small business people.

Work Management 120

Work Management Marketing Automation Services Marketing Management Marketing & Strategy 120

Customer Experience Matrix

JUNE 27, 2014

Like all the others except ReachForce, the company builds a master database of information about businesses and individuals by scanning the social networks, company Web pages, job sites, paid search spend, search engine page rank, and other sources. A typical scheme would create A, B, C, and D lead classes, where A leads are best.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Reachforce 120

Customer Experience Matrix

MAY 20, 2013

I can''t say precisely why so many are emerging more or less simultaneously, but suspect a combination of business conditions and ever-more-urgent marketer needs. Neither build a company''s primary marketing database or shares data with external systems. Many CDPs have been quietly maturing for several years.

Enterprise Management 120

Enterprise Management Advertising Channels Marketing Automation Services Work Management 120

Customer Experience Matrix

JUNE 13, 2016

It still feels odd to think of a software company owning a data business, although Salesforce.com bought Jigsaw (now Data.com) in 2010 and Oracle purchased the BlueKai and Datalogix in 2014. That would force other CRM and marketing automation vendors to follow suit, although it's hard to imagine them matching the depth of LinkedIn's data.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Linkedin 120

Customer Experience Matrix

SEPTEMBER 7, 2010

Summary: LeadPAC lets marketers pay for email responses as easily as they pay for search responses. I can’t recall a vendor with the same business model as LeadPAC from marketing automation vendor True Influence. I’ve seen marketing agencies and direct response media that work on a cost-per-lead basis.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Work Management Adwords 120

Customer Experience Matrix

JANUARY 20, 2016

The notifications can be loaded as lists into a marketing automation or CRM system, where they can trigger advertising, sales calls, or other actions. The contact data is drawn from True Influence’s master list of 30 million business contacts, which are continuously verified to ensure deliverability.

Intent Data 120

Intent Data Intent Lead Ranking Marketing Automation Services 120

Customer Experience Matrix

NOVEMBER 16, 2011

My last two posts (not counting this morning’s detour into Marketo-land) described common errors marketers make when selecting marketing automation systems. I see two reasons: Marketers are like everybody else. Data sources: describe the internal and external systems that will feed your marketing automation platform.

Work Management 120

Work Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

JULY 3, 2014

Today''s email vendors face an interesting business challenge. On one hand, building a high-volume email engine is a lot harder than you’d think, so business is strong despite near-commodity status. But marketers want to integrate email with other messaging channels, so a stand-alone email platform is increasingly unattractive.

Work Management 120

Work Management Marketing Management Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

APRIL 25, 2013

This differs quite radically from standard marketing automation systems, which use databases built elsewhere, rarely include integrated predictive modeling, and are focused primarily on moving customers through multi-step campaigns. It plans to expand these to automatically select the best option in a given situation.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Class 120

Customer Experience Matrix

JANUARY 7, 2010

But the real excitement will be features that expand the scope of demand generation products to support inbound marketing, better measurement, and more efficient content creation. business-to-business marketing automation. inbound marketing. me-too products. external data. content grazing.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Work Management 120