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Multi-Step Campaign Interfaces: A Quick Vendor Survey

Customer Experience Matrix

Naturally, the vendors showing them to me have all thought very carefully about their designs and made the best choices they could, typically based on feedback from their customers. The area where this comes up more often than any other is the design of multi-step campaign flows. If you read this blog regularly (and who doesn't?),

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First Look at New Marketo Release

Customer Experience Matrix

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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Marketo's Enterprise Edition and Revenue Cycle Management: Looking Under the Hood

Customer Experience Matrix

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).

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Demand Generation Usability Scores - Part 2

Customer Experience Matrix

Usability Items for Simple Marketing Programs (note: this is a slightly revised version of the original post, reflecting vendor feedback.) This post will continue with the scores for items that apply to usability for simple campaigns. Build a campaign as a list of stages.

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Marketing Automation System Trends: What We Found in the Raab Guide

Customer Experience Matrix

Summary: Social media and access for sales people were the two big trends among demand generation vendors last year. Even though this is limited to the vendors in the Guide, it's a pretty representative sample of the industry as a whole. The vendors also charged additional per-user fees for these modules. Social media. .

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Getting Closer to My Usability Ratings

Customer Experience Matrix

If you suspected that my last two blog posts were a way to avoid writing a post that ranks vendors on usability, you’re probably right. In particular, they helped me to clarify the distinction between small campaigns focused on a specific treatment (e.g. You must also consider how a system moves leads from one campaign to another.

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Demand Generation Usability Scores - Part 4

Customer Experience Matrix

I spent a good part of yesterday talking with demand generation vendors about the usability scores I've been publishing all week. There might still be some others: two of the vendors haven't spoken with me, which could mean they agree with my ratings but, more likely, means they just haven't been paying attention. 9 Now what?