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

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

FEBRUARY 21, 2014

Equally helpful to me personally, it reinforced my intention to write about Bizo and DemandBase, both of which have recently briefed me on their latest product extensions. It later extended to returning visitor attributes in real time so companies could pre-fill forms and personalize Web pages to match visitor interests.

DemandBase 120

DemandBase Advertising Agencies Marketing Automation Services Paid Search Agency 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 Ranking Lead Scoring Jigsaw 120

Customer Experience Matrix

MAY 25, 2016

I’ve been writing about Demandbase since 2009, when they had already begun their climb from compiling company profiles to enhancing Web site visitor records to personalizing Web content to targeting Web display ads. But the Oracle announcement was last month’s news and the question with Demandbase is always, what’s next?

Account Based Marketing 0

Account Based Marketing DemandBase Eloqua Buy 0

Customer Experience Matrix

SEPTEMBER 3, 2018

The culprit was to be the EU’s General Data Protection Regulation, which would cut off the flow of personal data to third party brokers and, even more devastatingly, prevent marketers from buying third party data for fear it wasn’t legitimately sourced. Then again, business marketing always relied heavily on third party data.

DemandBase 199

DemandBase Lead Ranking Paid Search Agency Work Management 199

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

OCTOBER 30, 2014

and then yesterday omnichannel personalization vendor Sailthru announced their own predictive solution. 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.

Lead Ranking 120

Lead Ranking Enterprise Management Marketing Automation Services Work 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

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

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

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 Ranking Lead Scoring Optimization 120

Customer Experience Matrix

FEBRUARY 4, 2010

The accompanying article suggested the online marketers don’t give personalization a high priority, which supports the theme of my last few posts. As the headline suggests, about three-quarters of the marketers listed personalized email, display advertising and onsite pages as a high priority, but just under half are actually using them.

Online Marketing 120

Online Marketing Customer Surveys Advertising Channels Lead Ranking 120

Customer Experience Matrix

APRIL 12, 2011

Relate these to financial values when possible. Bear in mind that company size alone doesn’t necessary predict the depth of your requirements: small businesses can run complex marketing programs, and large business programs may be simple. Define Requirements Create a list of your goals in buying the system.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

JANUARY 27, 2021

These deals all involve CDPs with marketing automation functions (that is, segmentation, message selection, campaigns, personalization, and cross-channel orchestration). But Twilio isn’t looking to build a marketing suite; their core business is call centers and (after buying SendGrid) email messaging.

Marketing Automation Services 270

Marketing Automation Services Enterprise Management Marketing Management Lead Ranking 270

Customer Experience Matrix

AUGUST 6, 2009

Summary: Infusionsoft knows exactly how to sell marketing automation to small business: promise more revenue, less work, strong support and a low price. Since marketing automation for small business was on my mind last week, I checked in with the good folks at Infusionsoft , whose 15,000 customers make them leaders in the field.

Small Business Marketing 120

Small Business Marketing Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 5, 2012

Micro” vendors sell largely to businesses under $5 million in revenue; “core” vendors sell to B2B companies with $5 to $500 million in revenue, and “enterprise” vendors sell mostly to companies over $500 million revenue. (In But aggregate data provides important context for understanding where the industry stands and where it’s headed.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

DECEMBER 4, 2012

In May I wrote about Demandforce , which specializes in local service businesses such as dentists and auto repair shops and had just been purchased by Intuit. Founded 14 years ago, the company has built its business serving the real estate industry, where individual agents and local agencies work in conjunction with large national franchises.

Marketing Automation Services 120

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 120

Customer Experience Matrix

AUGUST 8, 2015

Intent vendors won’t necessarily capture every person in market for a particular product. It’s tempting just treat intent-based lists as sales leads. On the simplest level, you just apply the intent data to whatever type of program you’re testing (sales qualification, prospecting, lead scoring, reactivation, personalization, etc.)

Intent Data 120

Intent Data Intent Bombora Top of Funnel 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. 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

AUGUST 22, 2016

They may resell the data to marketers or use it themselves to support tasks such as account scoring or ad targeting. (To special methods to associate personal and business emails, attach leads to accounts, find social media handles, etc. Let’s start with the first sub-function, External Data.

Enterprise Management 120

Enterprise Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

OCTOBER 15, 2015

But the new Everstring product isn’t the usual sharing of a prospect list with an ad platform, as in display retargeting, Facebook Custom Audiences , or LinkedIn Lead Accelerator. Rather, it finds prospects who are not yet on the marketer’s own list by scanning ad exchanges for promising individuals.

Marketing Management 120

Marketing Management Paid Search Agency Lead Ranking Ad Exchange 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. But I expect the sales automation vendors to take the business for themselves. I had a personal demonstration last week (are you impressed?), The idea is to help the sales rep decide who to call first.

Marketo 120

Marketo Work Management Marketing Automation Services Eloqua 120

Customer Experience Matrix

FEBRUARY 18, 2018

Like an imminent hanging, the looming execution of the European Union’s General Data Protection Regulation (GDPR) has concentrated business leaders’ minds on their customer data. They’re built to solve two of GDPR’s toughest technical challenges: connecting all internal sources of customer data and linking all data related to the same person.

Enterprise Management 189

Enterprise Management Work Management Marketing Management Paid Search Agency 189

Customer Experience Matrix

OCTOBER 20, 2016

The need for a Customer Data Platform – a marketer-controlled, unified, persistent, accessible customer database – applies equally to business and consumer marketing. Indeed, many of the firms I originally identified as CDPs were lead scoring and customer success management vendors who serve primarily B2B clients.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

JUNE 14, 2013

Doing it yourself takes multiple tools to gather different kinds of information, and then patching the result together into personal profiles. Infer starts with your own customer data, enhances it with information mined from the Web, and generates predictive scores. But harvesting that data has been frustratingly difficult.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Social Marketing Ideal Customer Profiles 120

Customer Experience Matrix

OCTOBER 22, 2009

Business marketers probably spend more online, but, once you add in the cost of salespeople, I’d guess that online spending still accounts for less than 10% of the combined total. The system’s features for lead scoring and routing are more impressive. Users can define value ranges (hot, warm, cold, etc.)

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 12, 2009

But most of us still assume there is a reasonable relationship between price and value. 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

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. Further reinforcing these trends is the customers’ increasing expectation for personalization.

Mobile Marketing 136

Mobile Marketing Conference CRM Mobile Advertising 136

Customer Experience Matrix

MARCH 18, 2009

It provides a pretty typical email builder, with a graphical editor that lets users modify HTML templates and insert personalization variables. The system is a little above-average in that emails can contain if/then rules to display different images based on differences in lead data. See my earlier posts on the topic.)

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Demand Enterprise Management 120

Customer Experience Matrix

APRIL 5, 2009

This leads to more variety as vendors experiment with different approaches to a now-defined problem. CEO and co-founder Brian Giese had extensive experience in business sales and marketing and with existing demand generation systems when he began developing True Influence two years ago. True Influence illustrates this nicely.

Demand Generation 120

Demand Generation Digital Asset Management Demand Marketing Management 120

Customer Experience Matrix

FEBRUARY 14, 2011

ClickDimensions does pretty much the standard marketing automation activities: email, landing pages, Web visitor tracking, drip marketing campaigns, and lead scoring. Small business systems like Infusionsoft and OfficeAutoPilot solve this problem by bundling their own CRM features. ClickDimensions calls this “Outlookcasting.”

Marketing Automation Services 120

Marketing Automation Services Marketing Automation CRM Work Management 120

Customer Experience Matrix

MAY 12, 2015

Those firms have very specific requirements for balancing central control over content and brand image with the agents’ desire for flexibility and personal client relationships. This is especially important for businesses that pay commissions to the customer’s original salesperson.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Microsite Automation 120

Customer Experience Matrix

SEPTEMBER 7, 2010

It’s a major improvement over traditional lead generation. I can’t recall a vendor with the same business model as LeadPAC from marketing automation vendor True Influence. I’ve seen marketing agencies and direct response media that work on a cost-per-lead basis. But here's the new part: users only pay for responses.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Work Management Adwords 120

Customer Experience Matrix

DECEMBER 14, 2009

I’m not talking about personal style, although the decibel level at any marketing conference speaks for itself. True listening ranked fifth in the Visible Technologies/SiriusDecision survey (“monitor and respond” at 14%), and third in the B2B Magazine survey (“customer feedback” at 46%). On reflection, this makes sense.

Social Media 120

Social Media Paid Content Enterprise Management Work Management 120

Customer Experience Matrix

AUGUST 11, 2010

release attempted to do this by adding targeting capabilities, including segmentation and segment-driven personalization. Surely not: marketers still need to maintain a marketing database, send emails, respond to trigger events, score leads, and integrate with CRM.

Digital Asset Management 120

Digital Asset Management Enterprise Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JANUARY 14, 2019

Consumer Attitudes: Personalization If marketers hold any truth to be self-evident, it’s that today’s consumers want and expect personalization. The reality is a bit different and depends greatly on the definition of “personalization”. We’ve just seen that consumer interest in personalization may not be quite as high we thought.

Customer Surveys 149

Customer Surveys Marketing Attribution Enterprise Management Personalization 149