campaign Leads Market2Lead Marketo Rules 
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 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
FEBRUARY 26, 2009
In particular, they helped me to clarify the distinction between small campaigns focused on a specific treatment (e.g. I’d already noticed that the simplicity-focused vendors ( Marketo , Infusionsoft , OfficeAutoPilot and, as of yesterday, Genius.com ) build their campaigns as a list of steps with no branching flows.
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.
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 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.
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