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Customer Experience Matrix
AUGUST 3, 2010
Summary: Marketo continues to follow its own path. Enterprise Edition adds the complex security needed by large organizations but sticks to simple campaign flows. I finally caught up with Marketo for a briefing on their Enterprise Edition (announced in March) and Revenue Cycle Analytics (announced in May).
Customer Experience Matrix
FEBRUARY 24, 2009
I’m going to diverge just slightly from my current obsession with usability to talk about a conversation I had today with Marketo President and CEO Phil Fernandez, who previewed the 3.0 Although I actually think that quite a few demand generation vendors share the Marketo philosophy, it’s still helpful to hear the distinction made clearly.
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Customer Experience Matrix
MARCH 4, 2009
Explicitly direct leads from one campaign to another. Users can directly send leads from one stage in a campaign to a different campaign. The underlying logic was explained in last Friday's post : marketers running complex programs need precise control over flows among many different campaigns.
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.
Customer Experience Matrix
MARCH 2, 2009
Because usability includes both ease-of-use and the suitability for a given task, a single usability score would be misleading because it must either favor construction of simple campaigns or of complex campaigns. The final piece of background is my definition of simple vs. complex campaigns.
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. Tags: software usability measurement marketing automation lead management software selection demand generation.
Customer Experience Matrix
JANUARY 5, 2010
I’m pleased to report that the 2010 edition of the Raab Guide to Demand Generation Systems is officially available today, with updated entries on all vendors (alphabetically: Eloqua , Manticore Technology , Market2Lead , Marketbright , Marketo , Neolane and Silverpop Engage B2B ). Social media. Sales access. Upgraded reporting.
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