Customer Experience Matrix

APRIL 1, 2009

Some time ago they released a free widget, DemandBase Stream, that shows the companies visiting your Web site in a news ticker on your computer desktop. It also captures the visitor stream to a company Web site and uses the IP address to identify the company. But they don’t intend to become a lead management system.

DemandBase 120

DemandBase Lead Scoring Lead Ranking Jigsaw 120

Customer Experience Matrix

JUNE 25, 2008

Yet another source, Aberdeen Group’s recent study on Lead Prioritization and Scoring: The Path to Higher Conversion (free with registration, for a limited time) also showed that linking marketing campaigns to closed deals to be the least commonly available among all the key capabilities required for effective lead management.

Work Management 120

Work Management Marketing Management Demand Generation Marketing Automation Services 120

Customer Experience Matrix

APRIL 20, 2010

But marketing-generated leads are gaining increasing respect and salespeople are increasingly looking for help from outside data vendors. Marketers should work closely with salespeople to reinforce these trends, which promise to lower the overall cost per sale.

Lead Scoring 120

Lead Scoring Lead Ranking Customer Surveys Sales Qualified Leads 120

Customer Experience Matrix

SEPTEMBER 1, 2010

The Heart of Growing Conversion Rates," 2008): Best in Class Average % higher Inquires to Marketing Qualified Leads (MQLs) nearly 10% 3.9% The Heart of Growing Conversion Rates," 2008): Best in Class Average % higher Inquires to Marketing Qualified Leads (MQLs) nearly 10% 3.9% Statistics include: • 16.5% But lots of people do anyway.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Marketing Automation Marketing Qualified Leads 120

Customer Experience Matrix

JULY 27, 2009

Summary: Genius.com is adding a URL shortener that will tie social media responses into the regular flow of demand generation and lead management. It generates short URLs that directly connect social media responses with Genius.com’s standard marketing and sales support features.

Social Media 120

Social Media Marketing Automation Services Work Management Marketing Management 120

Customer Experience Matrix

MAY 27, 2009

This gives prospects a generally positive feeling towards the company even if no personal relationships are created. At a minimum, it keeps the company in the consideration set during the early stages of the buying cycle. There’s nothing new about demand generation systems making prospect behavior available to sales people.

Eloqua 120

Eloqua Paper Profiling Marketing Automation Services 120

Customer Experience Matrix

JULY 28, 2010

The company takes a conservative approach to marketing automation, stressing the importance of process over flashy software. These include a few very large firms but mostly mid-size businesses and divisions of larger companies. Nor will it expand into marketing resource management features for planning and budgeting.

Manticore 120

Manticore Marketing Automation Services Demand Generation Agencies Marketing Management 120

Customer Experience Matrix

MAY 19, 2010

It's another step in the company's systematic expansion. At the time, they had just extended their product beyond basic IP-address-based Web visitor identification to provide company details and contact names. The company says it can associate three times as many visitors with U.S. business addresses as a conventional IP lookup.

DemandBase 120

DemandBase Leadlander Jigsaw Marketing Automation Services 120

Customer Experience Matrix

JUNE 3, 2009

The reason was not the Marketbright interface: of the six weeks it took to develop the company's first complex flow campaign, setting it up in Marketbright took twenty minutes. Maratona spent the rest of the time on business issues such as lead scoring, process flow and content creation. We did discuss testing in general.

Work Management 120

Work Management Marketing Automation Services Marketing Management Demand Generation Agencies 120

Customer Experience Matrix

JULY 30, 2009

Summary: Hubspot offers a bundle of Web traffic generation and lead management features in one low-cost package. But I don’t think that can scale: companies require many different services and will not want to buy and run each one separately. Hubspot originally used its lead database largely for analytics.

Small Business Marketing 120

Small Business Marketing Bundling Work Management Paid Search Agency 120

Customer Experience Matrix

FEBRUARY 24, 2009

The company also reworked the user interface--of more than 200 total changes in this upgrade, about 75 were tied to usability--although it still takes the same basic approach of building campaigns as lists of steps, rather than branching flow charts. The changes that Fernandez described seemed good but subtle.

Marketo 120

Marketo Marketing Automation Services Marketing Management Vtrenz 120

Customer Experience Matrix

APRIL 12, 2011

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. Your requirements are based on the tasks you must perform to meet your goals.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

JUNE 30, 2010

In practice, this means that only very small companies will actually be able to use the free system as their primary long-term marketing system. When they briefed me last week, they said the main purpose of the new system is really to entice trial among companies just starting with marketing automation. LoopFuse knows that, of course.

Loopfuse 120

Loopfuse Marketing Automation Services Enterprise Management Marketing Management 120

Customer Experience Matrix

MAY 12, 2009

The new service, called QuickStart, will also be delivered by Eloqua partners, giving them an opportunity to start a relationship that could lead to future paid business. The question isn’t whether it’s free or can be done in one day, but what’s included and how much your company must do in advance.

Eloqua 120

Eloqua Marketing Automation Services Marketing Management Demand Generation Agencies 120

Customer Experience Matrix

FEBRUARY 4, 2014

My data are a little less comprehensive than previously because several of the big vendors are now part of public companies and don’t share detailed information. I suppose that’s become increasingly important as marketing automation moves beyond its original role in lead management to help attract new leads at the top of the funnel. (Do

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Top of Funnel 120

Customer Experience Matrix

FEBRUARY 25, 2009

This gave salespeople a desktop “Tracker” that instantly alerted them when prospects responded to their emails, and showed which pages the prospects visited on their company Web site. What made SalesGenius special was doing this without installing tracking scripts on the company Web pages. So much for the theory.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

MAY 24, 2009

Summary: let's not forget that most companies are still not even doing simple demand generation. Systems for that might succeed even though advanced integration between sales and marketing is the long-run trend. I hit a deer last Thursday while driving to Boston for the Sales 2.0 And, my car hit a deer. conference.

Demand Generation 120

Demand Generation Enterprise Management Marketing Management Demand 120

Customer Experience Matrix

JANUARY 4, 2012

The list of independent marketing automation systems shrank by one yesterday when Leadformix was purchased by sales enablement vendor CallidusCloud for $9 million. While its feature list covers all the usual marketing automation categories, the company's real focus was always on providing the most useful information to sales people.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

JULY 1, 2012

I wrote last week about the difficulty of linking marketing leads to sales results. One reason the topic was on my mind is I’m also thinking a lot these days about lead scoring. But the ultimate goal is to identify the leads most likely to generate revenue.

Lead Ranking 120

Lead Ranking Lead Scoring Sales Qualified Leads Budget Programs 120

Customer Experience Matrix

AUGUST 3, 2010

Enterprise Edition also adds a “sandbox” environment for training, testing and development – the sort of things that small companies might do on a live system, but large organizations cannot safely allow. The other major big-company need that Enterprise addresses is more sophisticated integration with other corporate systems.

Enterprise Management 120

Enterprise Management Marketo Marketing Management Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 4, 2009

Treehouse Interactive : another company I spoke with recently, and another one I’m not writing about yet because they showed me some features that won’t be released for a while (early March). The company has a low profile but has been selling its demand generation product for nearly ten years. Click read my March 18 review.]

Demand Generation 120

Demand Generation Cost Marketing Management Demand 120

Customer Experience Matrix

JULY 17, 2009

Summary: Right On Interactive's 5Buckets connects lists from external customer management systems with many types of output vendors (email, print, fax, text message, automated voice). It's a low-cost, easy-to-use alternative to more powerful marketing automation systems for companies who don't need other marketing automation features.

Multi-Channel 120

Multi-Channel Marketing Automation Services Demand Generation Agencies Advertising Channels 120

Customer Experience Matrix

AUGUST 10, 2010

The conventional wisdom is that marketers need to become more efficient, more attuned to individual buyers’ movement through the purchase cycle, and better coordinated with sales departments. Henry Ford relentlessly, even obsessively, optimized his company to make Model T’s more efficiently.

Process 120

Process Marketing Management Marketing Automation Services Demand Generation 120

Customer Experience Matrix

JULY 8, 2009

The only important exception is LoopFuse , which I have deferred at the company's request. Major advances are still needed in usability, particularly for complex marketing programs, and in coordination with sales systems. Tags: vendor rankings demand generation marketing automation lead management. How about it guys?

Marketing Automation Services 120

Marketing Automation Services Marketing Management Demand Generation Vendors 120

Customer Experience Matrix

MARCH 18, 2009

It’s actually quite a long story, dating back to the company’s initial sales automation system in 1997, followed by its MarketingView demand generation product in 1999. This means you can’t define different paths based on other information in a lead record or on subsequent behaviors. lead scoring based on actual purchases.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Demand Enterprise Management 120

Customer Experience Matrix

MARCH 3, 2009

Decision rules are built with functions for specific data types Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B 1 1 1 1 1 1 1 Campaign stages send leads directly to sales. A stage within the flow for each campaign specifies when the system will transfer qualified leads to sales.

Demand Generation 120

Demand Generation Lead Scoring Lead Ranking Manticore 120

Customer Experience Matrix

SEPTEMBER 1, 2009

Email campaigns are targeted at segments; Web visitors are classified into segments; behavior alerts are triggered by segments; lead scores are assigned to segments; leads are sent to the sales system based on segments; reports are run against segments. This requires users to add a bit of Javascript to company Web pages.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Small Business Marketing Marketing Automation Services 120

Customer Experience Matrix

JANUARY 31, 2010

(Small digression: most business marketing systems are designed around data from a sales automation system such as Salesforce.com. Eloqua and Market2Lead are based on sales automation data, but can incorporate external tables. In addition, they support wait periods and can send leads and alerts to the sales system.

Paid Search Agency 120

Paid Search Agency Work Management Marketing Management Resource Management 120

Customer Experience Matrix

DECEMBER 3, 2008

For example, its approach to revenue reporting is no better than average: the system imports revenue from the sales automation opportunity records, and then assigns it to the first campaign of the associated lead. But I didn’t check Pardot against my full list of possible features, so don’t get the impression that it does everything.

Demand Generation 120

Demand Generation Enterprise Management Small Business Marketing Pricing 120

Customer Experience Matrix

APRIL 5, 2009

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. The lead record allows only four user-defined fields. True Influence illustrates this nicely.

Demand Generation 120

Demand Generation Digital Asset Management Demand Marketing Management 120

Customer Experience Matrix

APRIL 28, 2009

. - Lead transfer to CRM doesn’t quite make the one month cut-off, but it’s also deployed by half the people in the first week, and almost everyone by the second month. Clearly moving leads to sales to a core demand generation function. You’ll note that the preceding four items were totally under marketing’s control. -

Demand Generation 120

Demand Generation User-Generated Content Customer Surveys Lead Scoring 120

Customer Experience Matrix

DECEMBER 18, 2007

This has mostly meant incremental development of existing components, including continued assimilation of past years’ acquisitions in Web analytics, email, marketing planning, lead management, and event detection. The one major acquisition in 2007 was Marketing Central, which provides hosted marketing resource management.

Enterprise Management 120

Enterprise Management Work Management Course Marketing Management 120

Customer Experience Matrix

MARCH 5, 2009

Every company has a specific set of needs that are addressed by a specific set of features. 0 events: quantity limits, wait lists, reminders (specialized campaigns to manage online and real-world events) Tailoring Messages to Individuals 0 0 1 0 0 0.5 But functional requirements are different. 0 0 0 0 0.5

Lead Scoring 120

Lead Scoring Lead Ranking Demand Generation Work Management 120

Customer Experience Matrix

AUGUST 18, 2010

Summary: LeadForce1 infers Web visitors' intent and sales stage from the contents they read. It combines this with standard B2B marketing automation features to provide better-qualified leads to sales people. Intent and sales stage reporting are not merely random cool features.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Jigsaw 120

Customer Experience Matrix

MARCH 30, 2009

My personal definition of demand generations systems (see Introduction to Demand Generation Systems from the Raab Guide site) explicitly states that they do not incorporate sales automation. The division makes sense in most organizations, since marketing and sales are separate. for whether this will change.) See my Infusionsoft review.)

Demand Generation 120

Demand Generation Small Business Marketing Cost Demand 120

Customer Experience Matrix

MAY 20, 2009

I haven’t looked closely at any of these but they all seem to promise the core demand generation capabilities of email, landing pages, automated nurturing, lead scoring, and sales system integration. It could destroy your company. The question this raises in my mind is where the industry goes from here. There is an alternative.

Digital Asset Management 120

Digital Asset Management Work Management Marketing Management Rules 120

Customer Experience Matrix

MAY 6, 2010

Submission can also trigger a confirmation email, send the visitor to a confirmation Web page, and send an alert email to company staff. Each lead can be tagged with multiple lead types. List criteria can be based on combinations of existing lead types, other lead attributes (location, industry, company size, budget, etc.)

Small Business Marketing 120

Small Business Marketing Marketing Management Planning Paid Search Agency 120