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. Events and trade shows actually rank below all of these.

Lead Scoring 120

Lead Scoring Lead Ranking Customer Surveys Sales Qualified Leads 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. Leads can enter from channels other than email. Information can come from sources beyond the lead itself. Filling out a Web form may also contribute to lead scoring.

Active Conversion 120

Active Conversion Lead Scoring Lead Ranking Lead Management 120

Customer Experience Matrix

MAY 20, 2010

Specifically, eMarketer reported that the leading challenge in Web analytics was “talent”, cited by 58.4% My position is arguably strengthened by the relatively low ranking of "support/training" (37.6%) and "budget" (31.7%) in the answers. Perhaps I’m peerless. But the snippets published in eMarketer are enough for now. of respondents.

Lead Scoring 120

Lead Scoring Lead Ranking Analytics Peer-to-peer 120

Customer Experience Matrix

AUGUST 28, 2014

and key activities (Web site visits, topics researched) and scores at both company and individual levels. If 6Sense exposed model scores but no other data, it would qualify as a CDP by the thinnest margin possible. Company models score each company’s likelihood to buy from the client. Formal release was in May 2014.

Lead Ranking 120

Lead Ranking Activities Lead Scoring Marketing Automation Services 120

Customer Experience Matrix

OCTOBER 2, 2012

As I mentioned in my Marketing Automation Beer Goggles post, KXEN introduced a free lead scoring app for Salesforce.com users at Dreamforce. KXEN has since given me a closer look at the lead scoring product, underlying technology, and future plans. First for details on Predictive Lead Scoring itself.

Lead Ranking 120

Lead Ranking Salesforce.com Automation Lead Scoring 120

Customer Experience Matrix

AUGUST 23, 2012

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. In fact, the only category where Act-On scores higher than everyone else is pricing. Today I’ll present the third and (mercifully?) This isn’t at all to say that the products are equivalent.

Eloqua 120

Eloqua Act-On Marketing Automation Services Marketo 120

Customer Experience Matrix

APRIL 15, 2015

The main reason for this anomaly is that modeling systems are highly testable: buyers give each competitor a set of data, let them build a model, and can easily see whose scores do a better job of identifying right people. At the most abstract, marketing involves picking the best customer treatment in each situation.

Lead Ranking 120

Lead Ranking Marketing Automation Services Marketo Marketing Automation 120

Customer Experience Matrix

NOVEMBER 19, 2008

After a close analysis of the alternatives, I have decided the Alexa.com traffic statistics are the best indicator of vendor market presence. The table below shows the Alexa rankings and share statistics for the current Guide entries, the four marketing automation vendors already mentioned, and a dozen or so contenders.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vtrenz Demand Generation Agencies 120

Customer Experience Matrix

JANUARY 20, 2016

B22B lead generation vendor True Influence today announced a new product to help fill these gaps. The value of data from True Influence, or anyone else, can only be resolved through tests, which will probably give different results for different purposes. That's possible but I haven’t done the research to confirm it.

Intent Data 120

Intent Data Intent Lead Ranking Marketing Automation Services 120

Customer Experience Matrix

JULY 3, 2013

The other micro-business systems have avoided accounting, presumably because they saw little value in trying to displace Intuit QuickBooks. The best I could do was take a whirlwind tour of the system and capture some screenshots. Completed email can be previewed and spam scored.

Small Business Marketing 120

Small Business Marketing Marketing Automation Services Communities Lead Ranking 120

Customer Experience Matrix

MARCH 20, 2007

Both full and fractional designs have their place in the testing cycle” is a useful reminder that it’s easy to get distracted by technical details and miss the larger perspective of the value provided by testing systems. Measuring the financial value of optimization comes back to last Wednesday's post on the credibility of marketing metrics.

Multivariate analysis 120

Multivariate analysis Lead Scoring Lead Ranking Optimization 120

Customer Experience Matrix

OCTOBER 10, 2012

I originally saw SetLogik as a tool to associate marketing leads with sales opportunities, even when they are not connected directly within Salesforce.com. That’s important in itself, since those missing links are the greatest obstacle to showing the value of B2B marketing efforts through revenue attribution.

Enterprise Management 120

Enterprise Management Work Management Lead Ranking 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. Most answers were scored from 0, 1 or 2, indicating whether a particular feature was available fully, partly, or not at all. The final result was three sets of scores for each vendor. Email is info@raabguide.com.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Report Marketing Management 120

Customer Experience Matrix

JANUARY 27, 2021

More formally: In the long run, suites always win the competition between suites and best-of-breed systems.) It's also in the platform vendors’ interest to be open to those applications since they add value to the platform at little cost to the platform owner. These will likely be large enterprises.

Marketing Automation Services 270

Marketing Automation Services Enterprise Management Marketing Management Lead Ranking 270

Customer Experience Matrix

FEBRUARY 4, 2010

But a closer look* shows that the “future priority” numbers are also related to current deployment: items like basic email marketing have low future priority scores because they’re already in widespread use. It's the best I could do. The survey included both email (i.e., database) marketers and Web (i.e.,

Online Marketing 120

Online Marketing Customer Surveys Advertising Channels Lead Scoring 120

Customer Experience Matrix

JUNE 25, 2008

In fact, LucidEra is releasing a new module for lead conversion analysis today to address this very need. Just 64% of the best-in-class vendors had this capability, even though 92% had a lead management or demand generation system. They even cited one demand generation vendor that had turned to them for help. (In

Work Management 120

Work Management Marketing Management Demand Generation Marketing Automation Services 120

Customer Experience Matrix

MAY 17, 2016

The most fundamental is an account-based view of your customer and prospect data: while traditional marketing automation systems are organized around individual leads, ABM demands organization around accounts. Account based lead scoring is also a relatively recent improvement that still isn’t universally available.

Account Based Marketing 149

Account Based Marketing Conference ABM Funnel Advertising 149

Customer Experience Matrix

SEPTEMBER 16, 2017

The messages are built by templates which can include variables such as first name and calculated values such as a credit limit. The vendor is working an automated optimization system that will pick the best message for each customer instead. Results can be applied to tasks other than personalization, such as lead scoring.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Personalization Work Management 120

Customer Experience Matrix

JANUARY 22, 2014

Briefly, a standard B2B marketing automation system can send bulk emails to segmented lists, capture email responses on landing pages and forms, track email and Web site behaviors, score leads based on behaviors and profile attributes, execute multi-step workflows (i.e., and have the system return the best matching results.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Marketing Automation Automation 120

Customer Experience Matrix

FEBRUARY 12, 2009

But most of us still assume there is a reasonable relationship between price and value. Three of the five core demand generation functions are clearly there: outbound email, Web forms, and lead nurturing campaigns. If advanced lead scoring or Salesforce.com integration are show stoppers for you, then read no further.

Pricing 120

Pricing Price Impressions Marketing Management 120

Customer Experience Matrix

JUNE 9, 2009

Summary: Marketo's new Sales Insight ranks prospects for sales people, based on recent Web and email activities. Features include: - a ranked prospect list, based on measures of interaction intensity (represented by one, two or three flames) and prospect value (up to three stars).

Marketo 120

Marketo Work Management Marketing Automation Services Eloqua 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

OCTOBER 12, 2009

This progression leads to a maturity model. This stage also includes the closely related step of calculating the cost of those responses for a simple cost-per-response measure that can be used for a rough ranking of investments. You must also know the value of those responses. Here are the details. Measure Response.

Lead Ranking 120

Lead Ranking Planning Lead Scoring Paid Search Agency 120

Customer Experience Matrix

MARCH 6, 2016

These changes were evolutionary at best, but company leaders made clear this was on purpose: their current strategy is to make small improvements to ease of use, not add major new or deeper features. ThinkingChat promised "artificial intelligence lead capture agents" engage site visitors and capture contact information.

Small Business Marketing 120

Small Business Marketing Work Management Marketing Management Planning 120

Customer Experience Matrix

NOVEMBER 18, 2018

Another announcement last week illustrates the point: a new program from a coalition of 2,600 socially-responsible “Certified B Corporations” such as Ben & Jerry’s aims to convince consumers to buy from companies that share their values. 1 Edelman , Sprout Social and Finn Partners show consumers want brands to lead on social issues.

Paid Search Agency 192

Paid Search Agency Advertising Agencies Privacy Protection Work Management 192

Customer Experience Matrix

MAY 24, 2016

Moreover, operational source systems often don’t keep old versions of important data that changes over time (such as lead scores or contract expiration dates), making historical analysis difficult if that data isn’t stored elsewhere. The paper hides most of big picture but lets the user see the one detail she cares about at the moment.

Mobile Marketing 136

Mobile Marketing Conference CRM Mobile Advertising 136

Customer Experience Matrix

OCTOBER 17, 2012

MarketingPilot is best described as integrated marketing management for mid-tier companies. It only recently added standard B2B marketing automation features including a customer-level marketing database, outbound email, landing pages, lead scoring, Web behavior tracking, reporting, and Salesforce.com integration.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

SEPTEMBER 18, 2011

These fall under two major headings of content marketing and lead management. This is the concept of “Demand Process Integration”, which he calls a framework to connect content management with lead management so they reinforce each other. This is not a book filled with tactical best practices. The stakes are pretty high.”

Demand Generation Agencies 120

Demand Generation Agencies Demand Peer-to-peer Work Management 120

Customer Experience Matrix

DECEMBER 16, 2018

At the same time, other people – often marketers who had found through personal experience that unified customer data was rarely available – started by build database-only CDPs, based on the same insight that the value was in the database. So, it always struck me as odd that they were adopting CDP at such different rates.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

Customer Experience Matrix

DECEMBER 13, 2011

For example, LoopFuse found that nearly twice as many used email and web landing pages as lead scoring. It's also a partial solution at best, since no one thinks marketing can be fully automated. This is a much less common strategy, in part because it's technically demanding and expensive to execute. full service.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 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. Alsa has some other unusual features.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120

Customer Experience Matrix

DECEMBER 16, 2015

If you want a real-world example, think how search engine optimization already boils down to “selling” content to the Google ranking algorithms). The chart below shows in more detail how I think current trends lead to this conclusion; I won’t bore you by walking through it step-by-step.

Lead Ranking 120

Lead Ranking Lead Scoring Purchase Paid Search Agency 120

Customer Experience Matrix

MAY 12, 2015

The redirection works best when the corporate Web site and the salespeople’s microsites are all on a subdomain hosted by MDC Dot. The system also can do basic lead scoring and assign prospects to sales funnel stages. Several sequences can be assigned to the same campaign and execute in priority order.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Microsite Automation 120

Customer Experience Matrix

OCTOBER 26, 2009

Summary: a new survey suggests that marketers are less focused on lead generation than on final sales, growing current customers and building online communities. Marketing Measurement Practices The group reported using three broad types of marketing success measurements: - 91% measured new customers acquired or leads generated. -

Social Media 120

Social Media Customer Surveys Social Marketing Media 120

Customer Experience Matrix

JULY 15, 2013

It lacks the Salesforce.com integration of B2B systems (due early next year), the lightweight CRM of micro-business systems, and the lead scoring and distribution of both. So it''s best to treat Vocus Marketing Suite as a class unto itself.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Social Marketing 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. Scores can be built for individuals as well as accounts, although account scores are most important for ABM.

Lead Ranking 120

Lead Ranking Vendors Account Based Marketing Lead Scoring 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. This allows leads to follow different paths within the same campaign.

Demand Generation Agencies 120

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