Customer Experience Matrix

MARCH 3, 2009

This post will continue with the scores for items that apply to usability for simple campaigns. Build a campaign as a list of stages. Users can build a simple campaign by defining a linear sequence of stages. The primary alternative, laying out a campaign on a Visio-style flow chart, is harder for most marketers to grasp.

Demand Generation 120

Demand Generation Lead Scoring Lead Ranking Manticore 120

Customer Experience Matrix

MARCH 26, 2009

The area where this comes up more often than any other is the design of multi-step campaign flows. These organizations have marketing operations staff members whose entire job is to set up campaigns. Of course, holding an opinion strongly doesn't make it correct, even when I'm the one doing the holding.

Enterprise Management 120

Enterprise Management Marketing Automation Services Work Management Marketing Management 120

Customer Experience Matrix

MARCH 5, 2009

The main result of the conversations so far has been to clarify the items related to lead routing. Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B complex 11 8.5 The relative ranking of the different vendors hasn't been significantly affected. Here, then, is the final usability matrix.

Lead Scoring 120

Lead Scoring Lead Ranking Demand Generation Work Management 120

Customer Experience Matrix

FEBRUARY 4, 2009

My new obsession with Twitter (follow me as @draab) has led to several messages from people who seemed to have trouble choosing between Eloqua and Marketo. Marketo is certainly a fine product, but marketers should still look around before picking it by default. They focus on email nurturing campaigns and marketing measurement.

Demand Generation 120

Demand Generation Cost Marketing Management Demand 120

Customer Experience Matrix

NOVEMBER 18, 2009

Similarly, functionality is generally comparable although they may be less sophisticated at some tasks such as dynamic content generation (automatically altering an email or Web page based on lead characteristics) and branching campaign flows. Of course, these companies will sell to mid-size firms as well.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Demand Generation Agencies Demand Generation 120

Customer Experience Matrix

JULY 3, 2008

Rather, it sells preconfigured applications that use the platform for specific purposes including sales pipeline analysis, order analysis, and (just released) sales lead analysis. Of course, it also resurrects the customization and integration issues that the application-based strategy was intended to avoid. Problem(s) solved, eh?

Work Management 120

Work Management Marketing Management Demand Market2Lead 120

B2B Marketing Zone Posts

MAY 3, 2010

HP, P&G) to the channel… The Difference Between B2B Leads and Personas - Marketing Interactions , April 17, 2010 B2B marketers have relied on lead definitions to define their marketing programs for years. I wrote an eight part series on building an effective lead generation program a while back. I like numbers.

Forecasting 40

Forecasting Social Media B2B Marketing Social Marketing 40