Customer Experience Matrix

APRIL 20, 2010

Summary: A survey of business-to-business salespeople finds they (still) consider themselves their best source of qualified leads. But marketing-generated leads are gaining increasing respect and salespeople are increasingly looking for help from outside data vendors.

Lead Scoring 120

Lead Scoring Lead Ranking Customer Surveys Sales Qualified Leads 120

Customer Experience Matrix

AUGUST 28, 2008

But, as I think I wrote in a comment since then, I now believe the best approach is to define several applications and score the vendors in terms of their suitability for each. Lead nurturing: execute repeated contacts with leads over time. This means I have to nail down how I’ll present the results.

Demand Generation 120

Demand Generation Demand Marketing Management Generation 120

Customer Experience Matrix

FEBRUARY 12, 2009

Three of the five core demand generation functions are clearly there: outbound email, Web forms, and lead nurturing campaigns. Subsequent events can add leads to new sequences and remove them from existing ones, thereby adjusting to customer behavior. To that extent, at least, you get what you pay for.

Pricing 120

Pricing Price Impressions Marketing Management 120

Customer Experience Matrix

JUNE 3, 2009

Marketbright uses the two-level approach that I consider an industry best practice: users can build simple linear campaigns with a wizard-driven interface, and embed these in a Visio-style flow chart to manage flows across campaigns.

Work Management 120

Work Management Marketing Automation Services Marketing Management Demand Generation Agencies 120

Customer Experience Matrix

JUNE 25, 2008

Yet another source, Aberdeen Group’s recent study on Lead Prioritization and Scoring: The Path to Higher Conversion (free with registration, for a limited time) also showed that linking marketing campaigns to closed deals to be the least commonly available among all the key capabilities required for effective lead management.

Work Management 120

Work Management Marketing Management Demand Generation Marketing Automation Services 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. The system does create emails for multi-step lead nurturing campaigns, although these are still sent by the external email serivce.

Active Conversion 120

Active Conversion Lead Scoring Lead Ranking Lead Management 120

Customer Experience Matrix

DECEMBER 7, 2011

The best example of this balance, and the most notable change in the system, is campaign design. Vendor staff will teach the client best practices such as building several small campaigns instead of a single complicated one. This involves a careful balance between complexity and power.

Marketing Automation Services 120

Marketing Automation Services Bundling Marketing Automation Automation 120

Customer Experience Matrix

OCTOBER 9, 2013

One anomaly worth noting is that while the chart below shows lead nurturing as more common than lead scoring, the order is reversed among best-in-class and laggards. More than 160 respondents; the table below shows responses for “industry average” companies. Research from 1,396 B2B marketers.

Lead Ranking 120

Lead Ranking Marketing Automation Services Marketing Automation Lead Scoring 120

Customer Experience Matrix

AUGUST 21, 2012

Where the vendors differ is in the details of how they implement the common features, applying approaches that are generally best suited to one type of marketing organization. Primary marketing interests are group emails, landing pages, and simple lead nurturing through email auto-responders.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Marketing Report Marketing Automation 120