Customer Experience Matrix

AUGUST 14, 2014

Few people would suggest you learn salesmanship from the play Glengarry Glen Ross ,* but its central message rings true: good leads are the lifeblood of a sales organization.** Some vendors only rank leads while others build multiple models for different purposes. • At least a dozen firms are now following that path.

Lead Ranking 120

Lead Ranking Work Management Marketing Management Lead Scoring 120

Customer Experience Matrix

NOVEMBER 15, 2013

Many small businesses do their marketing through CRM, email, and search advertising. Companies that provide small businesses with online directories and ratings, search engine optimization, Web sites, and paid search marketing all have client bases that dwarf the small business marketing automation industry.

Small Business Marketing 120

Small Business Marketing Work Management Marketing Management Marketing Automation Services 120

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

JULY 10, 2013

By contrast, the fourth trend seems to be driven by recognition that small business presents a huge opportunity. Both the agencies and their clients have been mostly small businesses – in the survey for our soon-to-be-published VEST report , Optify reports that 60% of its clients have under $5 million revenue.

Demand Generation Agencies 120

Demand Generation Agencies Marketing Automation Services Paid Search Agency Small Business Marketing 120

Customer Experience Matrix

JULY 3, 2013

It is clearly “all-in-one” sales and marketing software for very small business, combining marketing automation, CRM, and ecommerce along the lines of Infusionsoft and Ontraport (formerly OfficeAutoPilot). And community management – well, that just doesn’t have much to do with how most small businesses operate.

Small Business Marketing 120

Small Business Marketing Marketing Automation Services Communities Lead Ranking 120

Customer Experience Matrix

OCTOBER 24, 2014

In this case, the main technical differentiator is extreme automation: SalesPredict imports customer data, builds models, scores current records, and deploys the results with virtually no human intervention. Results appear as lists in a CRM interface or as scores on a marketing databaset. User interface is a second differentiator.

Lead Ranking 120

Lead Ranking Lead Scoring Automation Salesforce.com 120

Customer Experience Matrix

JULY 8, 2009

Summary: Based on Web traffic rankings, new demand generation vendors with low prices are gaining market presence. Last November, after much consideration of alternatives , I settled on Alexa three-month Web traffic rankings as a reasonable way to measure the relative market presence of demand generation vendors. How about it guys?

Marketing Automation Services 120

Marketing Automation Services Marketing Management Demand Generation Vendors 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 22, 2014

The new entrants are clustered towards the small business end of the market, where they see an opportunity for simpler systems at lower prices than existing market leaders. nurture campaigns), and share leads with a CRM system like Salesforce.com. Synchronization with Salesforce.com and SugarCRM are due by mid-2014.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Marketing Automation Automation 120

Customer Experience Matrix

JULY 30, 2009

Summary: Hubspot offers a bundle of Web traffic generation and lead management features in one low-cost package. Small businesses willing to invest some effort should be pleased with the results. If the vendors fail, the business will go to consultants, ad agencies, and other service firms that do the clients’ marketing for them.

Small Business Marketing 120

Small Business Marketing Bundling Work Management Paid Search Agency 120

Customer Experience Matrix

OCTOBER 31, 2008

This is a spreadsheet on calculating the business value of a demand generation system. Basically it defines a formula for calculating profit based on factors that are affected by a demand generation system: number of leads, lead-to-customer conversion rate, net margin per customer, acquisition cost, lead handling cost and sales cost.

Demand Generation 120

Demand Generation Lead Scoring Lead Ranking Demand 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. But while this cycle is simple, the actual boundaries of business marketing are not so clearly marked. Leads can enter from channels other than email. Each of these is assigned a point value.

Active Conversion 120

Active Conversion Lead Scoring Lead Ranking Lead Management 120

Customer Experience Matrix

FEBRUARY 10, 2017

Lead Genius is a good example. The company is in the business of assembling B2B marketing lists – an industry dating back centuries to city directories and beyond. But Lead Genius was founded in 2011 to commercialize university research into combining AI with human inputs. Lead Genius does this too. Plan interactions.

Marketing AI 120

Marketing AI Account Based Marketing Lead Scoring Lead Ranking 120

Customer Experience Matrix

JANUARY 31, 2010

Summary: Aprimo Marketing Studio offers powerful features in an on-demand system for sophisticated business and consumer marketers. Like Aprimo itself, Marketing Studio is a bit of an oddity because it serves both business and consumer marketers. Other business marketing systems generally cannot.) You know who you are.

Paid Search Agency 120

Paid Search Agency Work Management Marketing Management Resource Management 120

Customer Experience Matrix

JANUARY 20, 2011

You can also compare their scores, which, since you can change the weights applied to different inputs, means you can get your very own, custom comparative ranking. My purpose in all this is to help buyers look beneath the scores themselves to understand where the scores came from. If that's not fun, what is?

Marketing Automation Services 120

Marketing Automation Services Sample Vendors Lead Scoring 120

Customer Experience Matrix

DECEMBER 1, 2014

When I first spoke with Radius just over one year ago, the company had already pivoted from its initial concept as a mobile app to connect consumers with local business events, to building a comprehensive list of small businesses and their attributes. businesses and their attributes. If that’s what you want, take a closer look.

High Quality Lead 120

High Quality Lead Small Business Marketing Ideal Customer Profiles Lead Ranking 120

Customer Experience Matrix

APRIL 26, 2011

I’ve written quite a bit recently about marketing systems for very small businesses – a category I’ve tentatively labeled “micro-business” and pegged at under $5 million revenue. There are plenty of other vendors serving micro-businesses. These rules can be used in segmentation, lead scoring, and sales alerts.

Small Business Marketing 120

Small Business Marketing Work Management Features Marketing Management 120

Customer Experience Matrix

AUGUST 23, 2012

Tuesday’s post looked at the micro-business sector leaders according to our VEST report and gave a bit of background on how the ratings are created. Today let's take a look at the same diagram for large businesses, which we define as companies with $500 million revenue or more.

Eloqua 120

Eloqua Marketing Automation Services Lead Ranking Enterprise Management 120

Customer Experience Matrix

AUGUST 23, 2012

We define small to mid-size business as companies with $5 million to $500 million revenue. The VEST report provides separate client counts for small business ($5 million to $20 million revenue) and mid-size business ($20 million to $500 million). This covers a broad range of marketing users with widely varied needs.

Eloqua 120

Eloqua Act-On Marketing Automation Services Marketo 120

Customer Experience Matrix

APRIL 1, 2009

That is, they take business data from several including sources Hoovers, D&B , LexisNexis , AccuData , BusinessWatch Network , Jigsaw ) and merge it into one big contact list that people can use for outbound promotions or to enhance their own files. It’s a perfectly reasonable business, but not one I find especially exciting.

DemandBase 120

DemandBase Lead Scoring Lead Ranking Jigsaw 120

Customer Experience Matrix

DECEMBER 2, 2010

It's looking more like a conventional small-business marketing automation system every day. HubSpot has always aimed to provide small businesses with one easy-to-use system for all their marketing needs. Of course, this competition was always implicit – few small businesses would have purchased HubSpot plus one of those products.

Small Business Marketing 120

Small Business Marketing Marketing Automation Services Hubspot Demand Generation Agencies 120

Customer Experience Matrix

FEBRUARY 21, 2014

The business value is that DemandBase is allowing marketers to tailor messages to target accounts even before they engage directly with the company, thereby (hopefully) luring new prospects into the top of the funnel and engaging them if they accounts don’t respond. So much for the mechanics. Given that the total employed U.S.

DemandBase 120

DemandBase Advertising Agencies Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

DECEMBER 3, 2008

As you’ll recall from my post on Web activity statistics , Pardot is one of the higher-ranked vendors not already in the Raab Guide to Demand Generation Systems. Tags: marketing software marketing automation lead management software selection pardot crm software small business software demand generation.

Demand Generation 120

Demand Generation Enterprise Management Small Business Marketing Pricing 120

Customer Experience Matrix

SEPTEMBER 1, 2009

The system is aimed at small business but offers an interesting design lesson for everyone. This process has five functions: send emails to prospects; capture responses on landing pages; score leads; send qualified leads to sales; and nurture non-qualified leads with multi-step campaigns.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Small Business Marketing Marketing Automation Services 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

OCTOBER 30, 2014

Many predictive modeling systems, especially for B2B lead scoring, supplement the client’s data with company and individual information they gather themselves from sources like social networks, Web sites, job boards, and government files. Scores will reflect the latest data. Client include both consumer and business marketers.

Lead Ranking 120

Lead Ranking Enterprise Management Marketing Automation Services Work Management 120

Customer Experience Matrix

JUNE 19, 2015

Small businesses constantly cite cost as a major roadblock to adoption. But first let me cover one more business issue, which is that there are two ways to get Mautic. Mautic.com runs an enhanced version of the system called AllydeMautic, provided by Allyde , a for-profit business also run by Hurley.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Work Management Automation 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

JANUARY 20, 2016

B22B lead generation vendor True Influence today announced a new product to help fill these gaps. The contact data is drawn from True Influence’s master list of 30 million business contacts, which are continuously verified to ensure deliverability. Intent-based email lists are obviously contactable but volumes are often quite low.

Intent Data 120

Intent Data Intent Lead Ranking Marketing Automation Services 120

Customer Experience Matrix

JANUARY 15, 2007

So in organizing my thoughts on the topic of lifetime value modeling, it’s natural that I ended up building one. The question I’m wrestling with is, just how detailed must a lifetime value model must be to be useful? The question then becomes, what does it take to build a lifetime value model that’s adequate for the purpose?

Lead Ranking 120

Lead Ranking Lead Scoring Work Management Marketing Management 120

Customer Experience Matrix

SEPTEMBER 3, 2018

And 44% of marketers told Trusted Media Brands that they expected GDPR would lead to more use of first party data vs. cookies. It’s become increasingly central for business marketers as Account Based Marketing puts a premium on understanding potential buyers whether or not they're already in the company’s own database.

DemandBase 199

DemandBase Lead Ranking Paid Search Agency Work Management 199

Customer Experience Matrix

FEBRUARY 13, 2014

In fact, what was most impressive was the relative consistency of the rankings, with ead nurturing, analytics, and lead scoring at the top in both surveys, email and campaign management in the middle, and list segmentation is at the bottom. This is a pretty common question so the answers were not very surprising.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

JANUARY 26, 2011

Most answers were scored from 0, 1 or 2, indicating whether a particular feature was available fully, partly, or not at all. I translated other answers such as starting price or number of employees into similar 0-2 ranges so I could combine everything in a scoring formula. 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

JANUARY 5, 2016

I used Alexa traffic rankings, which are far from perfect but good enough for this sort of project. Compete.com gave similar rankings except that TrustRadius came in lower, although still in the top 10.) TrustRadius was more focused on customer-related systems although it still had business intelligence and accounting.

Marketing Automation Services 120

Marketing Automation Services Software Lead Ranking Paid Search Agency 120

Customer Experience Matrix

MAY 25, 2016

This has landed them at the center of today’s Account Based Marketing excitement which, in turn, paved the way further developments such as last month’s announcement that Demandbase data and account scores would be part of Oracle Eloqua ’s ABM solution.

Account Based Marketing 0

Account Based Marketing DemandBase Eloqua Buy 0

Customer Experience Matrix

FEBRUARY 12, 2007

This series of posts has followed what should seem like a logical progression: using the Lifetime Value figure; using components within that figure; comparing component values over time, across segments, and against forecasts; creating the forecast values with models; and using the models for simulation, planning, and optimization.

Lead Ranking 120

Lead Ranking Lead Scoring Analysis Trends 120

Customer Experience Matrix

NOVEMBER 21, 2014

On the other hand, resolving that sort of ambiguity is what keeps me in business. These predictive capabilities are among the biggest differentiators for Sailthru: predictions and recommendations are oriented to consumer marketing, not B2B lead scoring, and Sailthru doesn’t (yet) allow clients to choose what they wish to predict.

Lead Ranking 120

Lead Ranking Ideal Customer Profiles Personalization Classified Ads 120