Customer Experience Matrix

JUNE 12, 2014

I recently did a study of the strategies of B2B marketing automation vendors. Of the two dozen or so companies in the sample, six were clearly successful (defined as achieving major share within their segment), seven had failed to survive as independent companies and sold for a low price, and the rest fell somewhere in between.

Marketing Automation Services 120

Marketing Automation Services Vendors Marketing Automation Automation 120

Customer Experience Matrix

NOVEMBER 9, 2015

Maybe I shouldn't be surprised that predictive marketing vendors seem to have anticipated this. The past week brought three more announcements about predictive vendors expanding beyond lead scoring. This isn’t a new service for Radius but it’s one that only some of the other predictive modeling vendors provide.

Lead Ranking 120

Lead Ranking Lead Scoring Work Management Marketing Automation Services 120

Customer Experience Matrix

OCTOBER 29, 2023

Even the major marketing suite vendors, who initially argued a separate (“persistent”) database wasn’t necessary, eventually discarded that position and introduced products that matched our criteria. As CDP became popular, many vendors adopted the label whether or not they actually met even the looser definition.

Marketing Management 177

Marketing Management Ideal Customer Profiles Profiling Vendors 177

Customer Experience Matrix

AUGUST 14, 2014

These firms scan company Web sites, social media, news sites, directories, and other sources to identify companies, extract attributes like revenue, growth rates, and technologies used, and flag events that might indicate a sales opportunity, such as opening a new office, launching a new product, or hiring new management. .

Lead Ranking 120

Lead Ranking Work Management Marketing Management Lead Scoring 120

Customer Experience Matrix

JUNE 13, 2016

It gives Microsoft access to a rich trove of personal and company information, something it didn’t have before (although Microsoft probably collected more personal and company data than most of us realize). LinkedIn is primarily a social network with revenue from subscriptions, recruiting services, and advertising.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Linkedin 120

Customer Experience Matrix

NOVEMBER 17, 2011

Marketers can do a better job of picking their marketing automation vendors if they roll up their sleeves and work at it. But you also need a vendor who will support your long-term success. Here are some ways to identify a “future-safe” vendor. But it's not just about being first: no one company has all the good ideas.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

APRIL 2, 2015

By contrast, when the company used a combined creative-technical agency, the technical team’s objections were often overruled by agency management. Several presenters diagrammed the actual marketing systems in place at their companies. There were about seventy vendors covering an extraordinary range of functions.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

NOVEMBER 16, 2011

Specifically, they can do two things: improve the selection process itself and look beyond features to assess the vendors. This post will focus on the selection process and the next will talk about judging vendors. But don’t think you’re writing the document for vendors.

Work Management 120

Work Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

DECEMBER 29, 2010

The third and final post describes scoring for vendor strength. Beyond assessing a vendor's current product, buyers also want to understand the current and future market position of the vendor itself. I had much less data to work with relating to vendor strength and there are many fewer conceptual issues.

Marketing Automation Services 120

Marketing Automation Services Vendors Marketing Automation Paid Search Agency 120

Customer Experience Matrix

DECEMBER 28, 2010

Summary: Yesterday's post described the objectives of my product fit scores for B2B marketing automation vendors and how I set up the original weighting for individual elements. I decided I could base this on the features each set of vendors provided. A higher average means that more vendors provide the feature.

Marketing Automation Services 120

Marketing Automation Services Vendors Marketing Automation Automation 120

Customer Experience Matrix

SEPTEMBER 18, 2023

The need for unified customer data has now been so widely understood for so long that we just naturally assume that more companies will have developed it. It’s hard to imagine companies have actually abandoned their unified databases, but even if growth has only slowed, that would be a big surprise.

Enterprise Management 177

Enterprise Management Work Management Marketing Management Lead Ranking 177

Customer Experience Matrix

AUGUST 2, 2012

For companies like Eloqua and its competitors, there are really two big financial questions: how fast can they grow, and how can they become profitable? Eloqua is the only company in this group with published financial statements, so any profitability analysis has to be speculative. What about profitability? So they're worth a look.

Marketing Automation Services 120

Marketing Automation Services Vendors Comparison Marketing Automation 120

Customer Experience Matrix

OCTOBER 17, 2012

Microsoft today announced the acquisition of marketing management system vendor MarketingPilot , which will become part of its Dynamics CRM group. MarketingPilot is best described as integrated marketing management for mid-tier companies. Financial terms were not disclosed. I profiled them in a February 2011 post.)

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

JULY 8, 2009

Summary: Based on Web traffic rankings, new demand generation vendors with low prices are gaining market presence. Last November, after much consideration of alternatives , I settled on Alexa three-month Web traffic rankings as a reasonable way to measure the relative market presence of demand generation vendors. How about it guys?

Marketing Automation Services 120

Marketing Automation Services Marketing Management Demand Generation Vendors 120

Customer Experience Matrix

JULY 22, 2010

Summary: consolidation isn't new among marketing software vendors. When campaign management systems consolidated in the late 1990's and early 2000's, most were bought by enterprise software companies. Will weaker marketing automation vendors merge with each other to establish a larger market presence?

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

JANUARY 27, 2021

The drive to build suites clarifies why predictive analytics vendors Bloomreach, RichRelevance, and Gpredictive are such frequent partners: stand-alone predictive tools are missing nearly all the features needed for a full marketing platform, so they have the most to gain from buying a CDP that fills those gaps.

Marketing Automation Services 270

Marketing Automation Services Enterprise Management Marketing Management Lead Ranking 270

Customer Experience Matrix

FEBRUARY 5, 2012

Last week's post took a horse race approach to data from our newly available B2B Marketing Automation Vendor Selection Tool (VEST): who’s ahead, who’s behind, and who is coming on strong. The VEST survey, covering nearly 200 items per vendor, answers that question in glorious detail. Real marketers care about what the systems can do.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

OCTOBER 27, 2019

SessionM/Mastercard: most CDP acquisitions have been made by companies that are not primarily marketing software vendors. For CDP vendors, these deals are a promising exit path from a crowded industry which will only become more competeitive (see below). This will make life more difficult for the independent CDP vendors.

Enterprise Management 257

Enterprise Management Work Management Marketing Management Paid Search Agency 257

Customer Experience Matrix

DECEMBER 27, 2010

Summary: The first of three posts describing my new scoring system for B2B marketing automation vendors. I’ve finally had time to work up the vendor scores based on the 150+ RFP questions I distributed back in September. vendor strength , which assesses a vendor’s current and future business position.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Lead Scoring Vendors 120

Customer Experience Matrix

DECEMBER 6, 2011

Today I’ll describe the other one: evaluating vendor services. In terms of what you need, vendors offer three types of services: deployment: help with setting up your system support: help in operating your system after it’s deployed account service: help in growing your business. Different companies have different needs in each area.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

JULY 15, 2009

Last week’s post on Web traffic rankings of demand generation vendors generated a couple of private responses from vendors, pointing out that the Alexa statistics include traffic to operational subdomains for client landing pages and user log-in. In itself, this doesn’t bother me, since it provides data on actual use of the systems.

Marketing Automation Services 120

Marketing Automation Services Work Management Demand Generation Marketing Management 120

Customer Experience Matrix

MAY 2, 2012

Intuit last week announced an agreement to acquire local business marketing vendor Demandforce for $423.5 That’s a hefty sum for a company with a reported revenue of $37.5 Again, that’s down the road but it does put a ceiling on the pricing and growth prospects of companies currently serving those segments.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Small Business Marketing Vendors 120

Customer Experience Matrix

MAY 2, 2021

That discussion, in turn, usually leads to a recommendation that companies build software which will create unique competitive advantage and otherwise buy when a satisfactory option exists. many companies (especially big ones) already have systems that do much of what a CDP is intended to offer.

Work Management 292

Work Management Marketing Management Buy Ad Building 292

Customer Experience Matrix

FEBRUARY 3, 2020

Events in the past six months (stretching a bit to include early January 2020) include seven new funding rounds, three acquisitions of CDP vendors, four acquisitions by CDP vendors, and four asset sales by CDP companies. What’s particularly intriguing is the industry position of the firms in these deals.

Buy 240

Buy Work Management Marketing Management Acquisitions 240

Customer Experience Matrix

DECEMBER 16, 2018

It took some time for the vendors to realize that the database itself was ultimately more valuable than any one application, because the database was more central to their clients’ needs. A cynic might argue the reason is that companies have developers on staff and need to keep them busy. In itself, this progression isn’t news.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

Customer Experience Matrix

JUNE 27, 2021

But as customer experience rose to become a primary corporate priority, a trend accelerated by the pandemic, it became more important to integrate marketing and sales systems with the rest of the company. It’s done by IT under “build” and “low-code” approaches, by the users themselves under “no-code”, and by the software vendor under “buy”.

Work Management 296

Work Management Marketing Management Buy Ad Building 296

Customer Experience Matrix

JANUARY 1, 2019

The industry added 29 vendors and 2,653 employees, slightly more than the 26 vendors and 2,233 employees added in 2017. Vendor funding increased $568 million in 2018 vs $492 million in 2017. And increased competition from non-CDP vendors is clearly on the horizon. But the smooth growth hides some interesting twists.

Marketing Management 215

Marketing Management Paid Search Agency Vendors Acquisitions 215

Customer Experience Matrix

NOVEMBER 18, 2009

One of the audience members at the B2B Marketing University in Boston asked about demand generation systems for small businesses, and how to distinguish among the vendors in general. My brief answer was that the biggest difference was less functionality than the target markets the different vendors pursue.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Demand Generation Agencies Demand Generation 120

Customer Experience Matrix

NOVEMBER 3, 2018

But many companies have multiple source and delivery systems that are disconnected: these are the infamous silos. A second answer is that some companies already have chosen tools they want for analytics or personalization. In most cases, these vendors now deliver across multiple channels.

Marketing Automation Services 325

Marketing Automation Services Work Management Marketing Management Multi-Channel 325

Customer Experience Matrix

AUGUST 18, 2020

But bear in mind that 92% of consumers say they would avoid a company after a data breach. I recently took a quick scan of research on the issue, prompted in particular by a headline that nearly half of companies release software they know contains security flaws. So do many CDP vendors. Unfortunately, the problem is a big one.

Work Management 276

Work Management Marketing Management Privacy Fulfillment 276

Customer Experience Matrix

JUNE 2, 2009

Summary: marketing vendors offer several types of social media applications. CRM vendor RightNow offers something similar under the label of Cloud Links. - InsideView is already integrated with major CRM vendors and with the Marketbright demand generation system. Social media is this month’s Trend of the Year.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Marketing Management 120

Customer Experience Matrix

MARCH 9, 2020

This showed especially fast growth in Europe, with a year-on-year increase of 74% in the number of European vendors and 80% in European CDP employment, compared with growth outside of Europe of 38% in vendors and 59% in employment. Each market is served by native national vendors. The UK market is closest to the U.S.

Work Management 177

Work Management Marketing Management Vendors Paid Search Agency 177

Customer Experience Matrix

SEPTEMBER 15, 2009

This puts pressure on marketing automation vendors, who also want to provide Web analytics and content management, and who are already being pressed by customer relationship management (CRM) vendors. This sets up a new clash between marketing automation vendors and Web CMS vendors. That's a pretty unpleasant position.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

AUGUST 23, 2012

Today let's take a look at the same diagram for large businesses, which we define as companies with $500 million revenue or more. These companies have large marketing departments that may manage hundreds of campaigns for different products in different locations.

Eloqua 120

Eloqua Marketing Automation Services Lead Ranking Enterprise Management 120

Customer Experience Matrix

JULY 28, 2010

The company takes a conservative approach to marketing automation, stressing the importance of process over flashy software. Manticore launched its B2B marketing automation system in 2003, making it one of the older vendors in the industry. Manticore Technology today released the latest version of its marketing automation system.

Manticore 120

Manticore Marketing Automation Services Demand Generation Agencies Marketing Management 120

Customer Experience Matrix

JULY 25, 2020

user stories) and having vendors demonstrate those. (If Only big companies could afford to run them because they cost quite a bit in both cash (most vendors required some payment) and staff time (to set up and evaluate the results). That’s closer to the classic multi-vendor “bake-off”.

Work Management 194

Work Management Marketing Management Sample Vendors 194

Customer Experience Matrix

JUNE 11, 2019

By that measure, the purchases of data analytics vendors Looker by Google , Tableau by Salesforce , and Origami Logic by Intuit within a three week span must signify something. Sure: each of these vendors is striving to offer products based on advanced data management and analytics. Is there some commonality here?

Enterprise Management 253

Enterprise Management Marketing Management Analytics Acquisitions 253