Customer Experience Matrix

NOVEMBER 19, 2008

As you might imagine, I’ve been trying to decide how to expand the set of products covered in the Raab Guide to Demand Generation Systems. The tentative list is Unica , Aprimo , Alterian , and Neolane. But I’ve also been approached by some of the other demand generation specialists.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vtrenz Demand Generation Agencies 120

Customer Experience Matrix

AUGUST 28, 2014

APIs can load data from other sources, potentially including other CRM marketing automation products, Web logs, order processing, call centers, media impressions, and pretty much anything else. Individual models predict the individual’s likelihood to be the best sales contact. Formal release was in May 2014.

Lead Ranking 120

Lead Ranking Activities Lead Scoring Marketing Automation Services 120

Customer Experience Matrix

JUNE 9, 2009

It lets Marketo sell seats to sales departments, which could be more lucrative than selling its core demand generation system. but there’s an online demo that seems to cover pretty much the whole product. Marketo is a Force.com application that works only with Salesforce.com, while Eloqua works with several CRM products.

Marketo 120

Marketo Work Management Marketing Automation Services Eloqua 120

Customer Experience Matrix

JULY 27, 2009

Summary: Genius.com is adding a URL shortener that will tie social media responses into the regular flow of demand generation and lead management. It generates short URLs that directly connect social media responses with Genius.com’s standard marketing and sales support features.

Social Media 120

Social Media Marketing Automation Services Work Management Marketing Management 120

Customer Experience Matrix

AUGUST 4, 2009

The folks at Marketo have always recognized that they can only succeed if more marketers learn the basics of demand generation. As a result, they’ve invested heavily in educational materials that are not directly related to their particular product. That sounds like a reasonable approach.

Lead Nurturing 120

Lead Nurturing Marketo Leads Lead 120

Customer Experience Matrix

FEBRUARY 12, 2009

This is why it’s hard to imagine that low-priced software can deliver similar performance to mainstream products. The company’s marketing is tightly targeted at very small businesses (under 25 employees) but its marketing features are competitive with demand generation products aimed at much larger firms.

Pricing 120

Pricing Price Impressions Marketing Management 120

Customer Experience Matrix

JUNE 13, 2016

When I first starting thinking about Account Based Marketing, I assumed that an ABM system would let marketers replicate at scale how sales teams manage key accounts: that is, to analyze each account in depth, set goals specific to that account, and then execute against those goals.

Account Based Marketing 120

Account Based Marketing Marketing Automation Services Work Management Buy 120

Customer Experience Matrix

OCTOBER 15, 2013

But the news on that front is mixed: a survey by one of the industry’s best analysts , Jim Lenskold, found 60% of marketing automation users reporting increases in the key value measures of lead quantity and quality. But will those users really do any better with a different product?

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation BtoB 120

Customer Experience Matrix

AUGUST 14, 2014

These firms scan company Web sites, social media, news sites, directories, and other sources to identify companies, extract attributes like revenue, growth rates, and technologies used, and flag events that might indicate a sales opportunity, such as opening a new office, launching a new product, or hiring new management.

Lead Ranking 120

Lead Ranking Work Management Marketing Management Lead Scoring 120

Customer Experience Matrix

MARCH 26, 2009

you know that I see a lot of demand generation systems. Naturally, the vendors showing them to me have all thought very carefully about their designs and made the best choices they could, typically based on feedback from their customers. Here, then, is a list of vendors (alphabetically) and their interfaces.

Enterprise Management 120

Enterprise Management Marketing Automation Services Work Management Marketing Management 120

Customer Experience Matrix

JULY 20, 2009

Summary: Active Conversion helps marketing and sales departments make the best use of leads they’ve generated outside the system. That's fewer functions than traditional demand generation, but if those are the functions you need, who cares? Registration is no longer required.)

Active Conversion 120

Active Conversion Lead Scoring Lead Ranking Lead Management 120

Customer Experience Matrix

JUNE 30, 2010

To make a free product viable, LoopFuse needed to engineer as much cost as possible out of the entire client life cycle. Other vendors have similar price points for the small business market (see my list of demand generation vendors ) although I suspect their internal costs are higher. rather than marketing automation.

Loopfuse 120

Loopfuse Marketing Automation Services Enterprise Management Marketing Management 120

Customer Experience Matrix

OCTOBER 19, 2010

Of the three classic competitive strategies – low price, great service and innovative products – there are plenty of low price options and leading vendors work aggressively to help their clients succeed. At best, superior support could built Alsa a small but loyal customer base.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120

Customer Experience Matrix

SEPTEMBER 16, 2010

I do have a minor ulterior motive in posting this list. Those of you familiar with the Raab Guide to Demand Generation Systems know it already contains very detailed information on major vendors ( Aprimo , Eloqua , Genius.com , Manticore Technology , Marketbright , Marketo , Neolane and Silverpop ). . - So bring it on. -

RFP 120

RFP Marketing Automation Services Marketing Automation Automation 120

Customer Experience Matrix

DECEMBER 9, 2008

Maybe “productivity” would be better; I think this comes close to the standard definition of labor productivity as output per hour. So maybe what you really need is “expert efficiency” and “novice efficiency”, or “expert and novice “productivity”, and discard “proficiency” altogether. My main take-aways for that are: 1.

Marketing Automation Services 120

Marketing Automation Services Demand Generation User-Generated Content Customer Surveys 120

Customer Experience Matrix

MARCH 12, 2010

It analyzes the situation of a hypothetical company facing a major product recall. This leaves Twitter and message boards as the best candidates -- Twitter because there's very little technology involved, and message boards because we assume that company has the necessary resources in place. Tune into the Webinar for more details.

Social Media 120

Social Media Resources Wiki Media 120

Customer Experience Matrix

OCTOBER 15, 2010

The best suggestion I can make is that they run whatever tests their volumes make practical. The main danger is that people who don’t know any better may use these numbers to allocate marketing funds to the more “productive” uses. But I still feel that assigning a fundamentally arbitrary financial value to those contacts is a mistake.

Allocation 120

Allocation Marketing Automation Services Marketo Demand Generation 120

Customer Experience Matrix

JULY 11, 2011

B2B marketing automation could still stall – as B2C marketing automation did – as a niche product for an elite group of sophisticated marketers. It's fine for vendors to expand their product scope, as several are. But the pattern is so strong and so consistent that the general conclusions seem reliable.

Marketing Automation Services 120

Marketing Automation Services Manticore Marketing Automation ActiveConversion 120

Customer Experience Matrix

FEBRUARY 4, 2010

For example, “manual onsite cross-selling promotions and product recommendations” has a higher deployment rate (63%) than “manual onsite personalized content and recommendations” (49%). It's the best I could do. Tags: digital marketing marketing database demand generation marketing automation online marketing.

Online Marketing 120

Online Marketing Customer Surveys Advertising Channels Lead Scoring 120

Customer Experience Matrix

AUGUST 24, 2016

Let’s continue the series by looking at differentiators related to Target Scoring, the second sub-function related to the ABM process of identifying target accounts. As the Guide defines it: Vendors in this category use statistical techniques to select target accounts.

Lead Ranking 120

Lead Ranking Vendors Account Based Marketing Lead Scoring 120

Customer Experience Matrix

MARCH 30, 2009

My personal definition of demand generations systems (see Introduction to Demand Generation Systems from the Raab Guide site) explicitly states that they do not incorporate sales automation. See Should Demand Generation and Sales Automation Be Separate Systems? for whether this will change.)

Demand Generation 120

Demand Generation Small Business Marketing Cost Demand 120

Customer Experience Matrix

JANUARY 17, 2009

The heart of my presentation on Wednesday ended up as a list of 37 “best practices” for marketing automation / demand generation programs. A bit of context: the presentation listed a sequence of steps for marketing campaign creation, deployment and analysis. The best practices are organized around those steps.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Marketing Automation 120

Customer Experience Matrix

NOVEMBER 25, 2008

I had a preliminary conversation last week with Mike Pilcher of Marketbright , one of the vendors I’ll probably end up adding to the Raab Guide to Demand Generation Systems. These seem pretty minor, although they do insert Marketbright more deeply into the sales process than most demand generation products.

Demand Generation 120

Demand Generation User-Generated Content Work Management Demand 120

Customer Experience Matrix

MAY 18, 2007

Somehow I received a copy of “ Increasing Revenue Through Automated Demand Generation ” (registration required), the kind of title that sends chills up my spine. Both products integrate with salesforce.com (and Eloqua with several others). Whether that is worth the extra money will depend on the situation.)

Manticore 120

Manticore Online Lead Generation Lead Generation Vtrenz 120

Customer Experience Matrix

MARCH 2, 2009

To start back at the beginning, the objective has been to find a practical, objective way to evaluate the usability of different demand generation systems. The idea was to remind people that the question of which system is "best" has no simple answer precisely because different systems are good at different things.

Demand Generation 120

Demand Generation Lead Scoring Lead Ranking Manticore 120

Customer Experience Matrix

MAY 15, 2008

Over the past few months, I’ve had conversations with “demand generation” software vendors including Eloqua , Vtrenz and Manticore , and been on the receiving end of a drip marketing stream from yet another (Moonray Marketing, lately renamed OfficeAutoPilot ). It is now being offered elsewhere.)

Demand Generation 120

Demand Generation Demand Marketing Automation Services Marketing Management 120

Customer Experience Matrix

DECEMBER 20, 2012

Oracle does have an existing B2B marketing automation product, based on the technology it acquired from Market2Lead in 2010. Oracle may also be gaining a more sophisticated “cloud native” platform, since other Oracle products grew largely from on-premise roots.** The jury on that is very much still out.

Eloqua 120

Eloqua Marketing Automation Services Enterprise Management Marketing Automation 120

Customer Experience Matrix

DECEMBER 29, 2010

Summary: The first two posts in this series described my scoring for product fit. And I'll give a little preview of the charts these scores produce.without product names attached. Beyond assessing a vendor's current product, buyers also want to understand the current and future market position of the vendor itself.

Marketing Automation Services 120

Marketing Automation Services Vendors Marketing Automation Paid Search Agency 120

Customer Experience Matrix

JUNE 6, 2008

There are literally dozens of vendors offering “demand generation” software, which can be roughly defined as systems to generate and nurture leads before turning them over to sales. If I’m correct, then the demand generation vendors should be competing aggressively to attract reseller support.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Vendors Demand 120

Customer Experience Matrix

DECEMBER 13, 2008

To provide a meaningful and consistent comparison of usability across demand generation vendors, you could: 1. For example, a classic scatter plot could position the each system based on breadth (number of tasks completed) vs. productivity (error-free tasks completed per hour). What flaws or risks do you see?

Demand Generation 120

Demand Generation Work Management Demand Marketing Management 120

Customer Experience Matrix

JANUARY 26, 2011

The bad news is I can't actually sell it online, despite the best efforts of Web masters on two continents. To recap a bit, the new report is based on a survey of 18 vendors, who answered nearly 200 questions about their products and companies. Email is info@raabguide.com. See my posts over the past few weeks for details on that.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Report Marketing Management 120

Customer Experience Matrix

FEBRUARY 3, 2011

It uses our vendor scores to plot the relative positions of products in terms of how well they fit buyer needs. Sliders make it easy adjust the weights assigned to broad categories within product and vendor fit. This lets us place “leaders” in the upper right quadrant.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Automation 120

Customer Experience Matrix

JANUARY 29, 2011

I'll qualify this a bit by pointing out that OfficeAutoPilot is one of the systems aimed at small businesses, which means it includes the CRM and e-commerce components you don't find in products aimed at larger organizations.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Marketing Report 120

Customer Experience Matrix

MARCH 23, 2011

Of course, this is the same scope as traditional CRM, but the micro-business systems add stronger process automation than most CRM products. But that has more to do with pricing and sales models than the products themselves. Perhaps the frameworks will be disguised as deployment methodologies and best practices.

Work Management 120

Work Management Marketing Automation Services Marketing Management Marketing & Strategy 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.

Market2Lead 120

Market2Lead Buy Marketing Automation Services Eloqua 120

Customer Experience Matrix

FEBRUARY 1, 2011

Summary: Vendor scores from our new B2B Marketing Automation Vendor Selection Tool offer new proof of an old truth: there's no one best system for everyone. But I also believe the new VEST can help to educate people about product differences, leading them to look more deeply than they would otherwise. 9 for product fit and.75

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

JULY 31, 2008

Yesterday’s post on classifying demand generation systems prompted some strong reactions. Ranking implies a single score for each product. Vendor analyses attempt to describe what it's like to use a product. Do we prefer a product that is better at function A than function B, or vice versa?

Marketing Automation Services 120

Marketing Automation Services Lead Scoring Lead Ranking Comparison 120