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. This isn’t at all to say that the products are equivalent. Today I’ll present the third and (mercifully?)

Eloqua 120

Eloqua Act-On Marketing Automation Services Marketo 120

Customer Experience Matrix

APRIL 15, 2015

The company made two major product announcements, expanding the reach of Marketo campaigns into mobile apps and display ad retargeting. Some products sell mostly to smaller companies, some to companies with many different products, some to customers who want new prospect names, some who want to incorporate external behaviors, and so on.

Lead Ranking 120

Lead Ranking Marketing Automation Services Marketo Marketing Automation 120

Customer Experience Matrix

JANUARY 20, 2016

But while the promise of intent data is irresistible – “reach prospects with demonstrated interest in your product!” – the reality is less appealing. B22B lead generation vendor True Influence today announced a new product to help fill these gaps. So, what distinguishes InsightBASE from other intent-based products?

Intent Data 120

Intent Data Intent Lead Ranking Marketing Automation Services 120

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. My original set of products was based on a general knowledge of which companies are most established, plus some consultation with vendors to learn who they felt were their main competitors.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vtrenz Demand Generation Agencies 120

Customer Experience Matrix

JANUARY 27, 2021

They believe – based no doubt on what buyers are telling them – that companies still want to buy an integrated product that meets their needs without any assembly required. More formally: In the long run, suites always win the competition between suites and best-of-breed systems.) Still a suite, but a different kind.

Marketing Automation Services 270

Marketing Automation Services Enterprise Management Marketing Management Lead Ranking 270

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. The final result was three sets of scores for each vendor. So far so good.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Report Marketing Management 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

DECEMBER 16, 2018

So far, we’ve seen two main trends emerge: extension of CDP product scope beyond the core of building the customer database itself and expansion into new industries. Product Scope CDP product scope has a more convoluted history than you might think. But the nature of software products is to expand their functions.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

Customer Experience Matrix

SEPTEMBER 16, 2017

As it developed, the company expanded its product and, in 2015, released its current flagship, Vizury Engage, an omnichannel personalization system sold primarily to banks and insurance companies. The messages are built by templates which can include variables such as first name and calculated values such as a credit limit.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Personalization Work Management 120

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. But a simpler explanation is that personalized recommendations are just technically harder.

Online Marketing 120

Online Marketing Customer Surveys Advertising Channels Lead Scoring 120

Customer Experience Matrix

JUNE 25, 2008

My understanding of competitive products was that they had similar capabilities, at least hypothetically, so I choose not to list that as a Market2Lead specialty. In fact, LucidEra is releasing a new module for lead conversion analysis today to address this very need. I plan to write more about LucidEra next week.)

Work Management 120

Work Management Marketing Management Demand Generation Marketing Automation Services 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. Infusionsoft’s challenge is to convince a large fraction* small business owners that their product is also essential. million $1.6

Small Business Marketing 120

Small Business Marketing Work Management Marketing Management Planning 120

Customer Experience Matrix

FEBRUARY 12, 2009

But most of us still assume there is a reasonable relationship between price and value. This is why it’s hard to imagine that low-priced software can deliver similar performance to mainstream products. Three of the five core demand generation functions are clearly there: outbound email, Web forms, and lead nurturing campaigns.

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). There are some subtle differences.

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

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

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

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

JULY 15, 2013

But Vocus doesn’t quite match the profile of standard marketing automation products. 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

SEPTEMBER 7, 2010

It’s a major improvement over traditional lead generation. I’ve seen marketing agencies and direct response media that work on a cost-per-lead basis. If you're aware of a similar product, please let me know. It makes email lead generation possible for companies that lack even basic skills in managing such programs.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Work Management Adwords 120

Customer Experience Matrix

JANUARY 22, 2013

Infusionsoft today announced it has acquired social lead generation vendor GroSocial. The system makes it easy for small business to generate leads through social marketing campaigns and track results. The system makes it easy for small business to generate leads through social marketing campaigns and track results.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Work Management Marketing Automation 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

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

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. But once that happens, the new Genius feature will let them manage all further interactions with the same tools and processes as leads from any other source.

Social Media 120

Social Media Marketing Automation Services Work Management Marketing Management 120

Customer Experience Matrix

DECEMBER 30, 2014

The trick will be to understand the algorithms that machines use to calculate value and to offer the most attractive bundles taking into account value, price, and actual cost. It would then ask only the best-served customers to make ratings. Some of this value will be shared with the consumer; some won’t. -

Planning 120

Planning Work Management Marketing Management Paid Search Agency 120

Customer Experience Matrix

DECEMBER 16, 2013

Systems that build such databases for specialized purposes such as lead enhancement, cross-channel campaign management, retention programs, and advertising audience management will increasingly provide more value to their clients by exposing the databases to other execution systems. The privacy dog won’t bark.

Trends 120

Trends Paid Search Agency Multi-Channel Ideal Customer Profiles 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

NOVEMBER 16, 2011

Here's what he'll be looking for: Background: a general description of your business, including the products, company size, and industry characteristics. Even though these are functional requirements, don’t be too specific in how things should work: you want enough flexibility for each vendor to showcase the best way to use their system.

Work Management 120

Work Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

DECEMBER 30, 2021

Connecting these dots reveals a clear picture: an industry that has stopped attracting new entrants but is now growing strongly on its own – with leading vendors stockpiling funds to compete against each other an elimination round where only a few can emerge as winners. Think Survivor meets Game of Thrones with a dash of Big Bang Theory.

Enterprise Management 260

Enterprise Management Work Management Marketing Automation Services Marketing Management 260

Customer Experience Matrix

FEBRUARY 26, 2012

This and similar seeds have since sprouted into a forest of products that help brand marketers work with dealers, distributors, franchisees, and agents. Some of these channel marketing systems focus on lead distribution, some on locally-customizable promotion materials, and some on campaign management. So it was worth taking a look.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Advertising Agencies Work Management 120

Customer Experience Matrix

NOVEMBER 7, 2011

Ideally you’ll have specific, quantifiable goals in terms of numbers of qualified leads, costs, and revenue created. The theory seems to be that the most popular products do the best job of meeting a broad spectrum of needs, and are thus most likely to suit the buyer. But that’s not the same as defining the best solution.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Vendors 120

Customer Experience Matrix

JULY 29, 2008

Since my ultimate goal is to help potential buyers decide which product to purchase, the obvious approach is to first classify the buyers themselves and then determine which systems best fit which group. I’ve been pondering recently how to classify demand generation systems. Like the rich, really big firms are different from you and I.

Demand Generation 120

Demand Generation Work Management Demand Marketing Management 120

Customer Experience Matrix

JUNE 30, 2010

They’ll make their money when users see the value they gain and pay for higher volumes and add-on features. To make a free product viable, LoopFuse needed to engineer as much cost as possible out of the entire client life cycle. Here’s where the free system comes back into play. Infusionsoft has repositioned itself as “email 2.0”

Loopfuse 120

Loopfuse Marketing Automation Services Enterprise Management Marketing Management 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. My reluctance to contribute to this error is the main reason I’ve carefully avoided any formal ranking of vendors over the years.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

FEBRUARY 2, 2010

This attitude leads to highly structured, finely segmented campaigns and carefully-plotted, rules-driven interaction flows which make the best possible use of whatever data is actually available. But presenting multiple choices is quite different from trying to guess in advance which one is best.

Database Marketing 120

Database Marketing Work Management Marketing Management Marketing Automation Services 120