Customer Experience Matrix

JULY 29, 2008

I’ve been pondering recently how to classify demand generation systems. Right--classifying demand generation systems. As to channels: any demand generation system will generate outbound emails and Web landing pages, and send leads them to a sales automation system. Now I feel better.

Demand Generation 120

Demand Generation Work Management Demand Marketing Management 120

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

DECEMBER 3, 2008

My little tour of demand generation vendors landed at Pardot just before Thanksgiving. As you’ll recall from my post on Web activity statistics , Pardot is one of the higher-ranked vendors not already in the Raab Guide to Demand Generation Systems. So I was quite curious to see what they had to offer. Back to Pardot.

Demand Generation 120

Demand Generation Enterprise Management Small Business Marketing Pricing 120

Customer Experience Matrix

JULY 9, 2010

Summary: HiveFire Curata makes it easy to assemble and republish content on specialized topics, attracting visitors to your company’s Web site. Here’s an irony for you: the world is awash with content, but marketers struggle to find enough of it. Marketers have the same problem: they can’t use most of the content that’s available.

Aggregators 120

Aggregators Marketing Automation Services RSS Classified Ads 120

Customer Experience Matrix

NOVEMBER 6, 2009

Summary: As marketers add more content to meet needs throughout the purchase cycle, they must work harder to ensure prospects actually read it. One of the emergent themes at Tuesday’s session of the B2B Marketing University was the growing importance of marketing “content”. This isn’t really a contradiction.

Work Management 120

Work Management B2B Marketing B2B Content 120

Customer Experience Matrix

SEPTEMBER 18, 2011

Adam Needles’ new book Balancing the Demand Equation (available here from Amazon ) closes the gap. Needles is a well-known industry leader who is Chief Strategy Officer at demand generation agency Leftbrain DGA. His book starts with a review of changes in the B2B buying process and the new demands these place on B2B marketers.

Demand Generation Agencies 120

Demand Generation Agencies Demand Peer-to-peer Work Management 120

Customer Experience Matrix

FEBRUARY 4, 2014

the hot new feature is…SEO content rating. Yes, there’s continued growth in various aspects of social media marketing and in mobile-friendly content creation. Just click here to purchase your very own copy of the VEST and analyze to your heart’s content. You heard it here first. But that’s old news.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Top of Funnel 120

Customer Experience Matrix

MARCH 4, 2014

My post last month on DemandBase and Bizo ’s products to target Web display ads at individual businesses resulted in a call from Vendemore , a Stockholm, Sweden-based firm that has been providing similar services for seven and a half years. It provides more global coverage than U.S.-centric centric DemandBase and Bizo.

Top of Funnel 120

Top of Funnel Advertising Funnels Paid Search Agency Display 120

Customer Experience Matrix

JULY 17, 2009

Last Wednesday’s revised ranking of demand generation vendors by Web traffic reminded me that I never published notes from a conversation I had several months ago with Right On Interactive , developer of the 5Buckets marketing automation software. Now is a good time to remedy that. The system can also execute SQL queries.

Multi-Channel 120

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

Customer Experience Matrix

AUGUST 21, 2009

. - Consumer-oriented systems generally limit themselves to outbound email and multi-step campaigns, and sometimes provide real-time recommendations to call centers and Web sites. The landing pages, forms and related content management that these systems do provide are only designed to let marketers supplement an existing site.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Marketing Management Paid Search Agency 120

Customer Experience Matrix

AUGUST 13, 2013

These products address several interrelated challenges: distributing leads to partners without losing track of performance; distributing partner-customized versions of company-created content; and helping partners run their own marketing campaigns. The system then sends them personalized emails offering contents related to their behaviors.

Marketing Automation Services 120

Marketing Automation Services Advertising Agencies Marketing Management Marketing Automation 120

Customer Experience Matrix

JANUARY 31, 2010

For more on vendor classifications, see my list of demand generation vendors from last November.) In other words, Marketing Studio competes with high-end demand generation systems like Eloqua , Market2Lead and Neolane. Trigger dialogs have most of the same capabilities except for the advanced segmentation.

Paid Search Agency 120

Paid Search Agency Work Management Marketing Management Resource Management 120

Customer Experience Matrix

JULY 20, 2009

Summary: Active Conversion helps marketing and sales departments make the best use of leads they’ve generated outside the system. That's fewer functions than traditional demand generation, but if those are the functions you need, who cares? Registration is no longer required.)

Active Conversion 120

Active Conversion Lead Scoring Lead Ranking Lead Management 120

Customer Experience Matrix

AUGUST 4, 2009

The folks at Marketo have always recognized that they can only succeed if more marketers learn the basics of demand generation. Indeed, it so happens that today’s post on Auditing Your Content Assets covers some of the same ground as the Marketo paper, including a quite similar worksheet for matching content to buyers.

Lead Nurturing 120

Lead Nurturing Marketo Leads Lead 120

Customer Experience Matrix

JUNE 4, 2014

The contrast here is with obstacles such as creating enough content, which were cited by people who were highly satisfied, suggesting those obstacles were ultimately overcome.* demand generation survey marketing automation preparation marketing automation success factors venturebeat survey'

Marketing Automation Services 120

Marketing Automation Services Customer Surveys Marketing Automation Planning 120

Customer Experience Matrix

JULY 30, 2009

The current version also hosts landing pages and Web sites, manages a lead database with profiles and Web activity history, generates lead scores, sends alerts to sales people, and synchronizes data with Salesforce.com. For example, the blogging system automatically connects the blog to social media sites that help to redistribute content.

Small Business Marketing 120

Small Business Marketing Bundling Work Management Paid Search Agency 120

Customer Experience Matrix

JUNE 3, 2009

Second of three posts on demand generation interfaces.) Maratona spent the rest of the time on business issues such as lead scoring, process flow and content creation. This reinforces the point that most companies will need help to take advantage of the new opportunities that demand generation systems present.

Work Management 120

Work Management Marketing Automation Services Marketing Management Demand Generation Agencies 120

Customer Experience Matrix

JUNE 17, 2009

Summary: Marqui started as a Web content management system and then added basic demand generation. Marqui is one of the oldest demand generation vendors, founded in 2000. But that date is a bit misleading because the company’s original product was a Web content management system (CMS).

Demand Generation 120

Demand Generation Marketing Management Demand Marketing Automation Services 120

Customer Experience Matrix

NOVEMBER 17, 2010

I find it a bit surprising that anyone can be $25-million-worth-of-certain about anything in such a young and volatile market, particularly because I still think B2B marketing automation will eventually be absorbed by larger CRM and/or Web content management suites. Tags: demand generation marketing automation marketo.

Marketo 120

Marketo Demand Generation Lead Ranking Marketing Automation 120

Customer Experience Matrix

AUGUST 11, 2010

Summary: Adobe added Web content management, digital asset management and social media features to its arsenal when it purchased Day Software last month. Last month, Adobe announced their $240 million acquisition of Web content management vendor Day Software. But it still lacks key pieces of a complete marketing solution. publishing.

Digital Asset Management 120

Digital Asset Management Enterprise Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JULY 25, 2009

Summary: Consumer-oriented marketing automation systems have been slower to adopt the Software-as-a-Service model than business marketing (demand generation) systems. demand generation) systems. By contrast, the demand generation systems are newer and are sold to smaller companies, which have been early adopters of SaaS.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Demand Generation Agencies 120

Customer Experience Matrix

AUGUST 10, 2010

The always-insightful Adam Needles is running a series of blog posts this week that summarize the “real state” of B2B demand generation. Tags: marketing process marketing automation marketing systems lead management demand generation. Tomorrow’s post will apparently discuss the need to tie marketing efforts to revenue.

Process 120

Process Marketing Management Marketing Automation Services Demand Generation 120

Customer Experience Matrix

AUGUST 13, 2010

If there’s any connection at all, it’s that this acquisition may spur Web content management vendors to accelerate their own acquisition of marketing automation capabilities. Tags: unica marketing automation industry consolidation enteprise marketing management low cost marketing software ibm demand generation.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Acquisitions Marketing Management 120

Customer Experience Matrix

OCTOBER 22, 2013

CRM in particular has a vastly worse rating, but even email, Web analytics, and Web content management show more detractors and fewer promoters. marketing automation effectiveness software satisfaction g2crowd demand generation' But I doubt it.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Automation Lead Scoring 120

Customer Experience Matrix

SEPTEMBER 16, 2010

I do have a minor ulterior motive in posting this list. Those of you familiar with the Raab Guide to Demand Generation Systems know it already contains very detailed information on major vendors ( Aprimo , Eloqua , Genius.com , Manticore Technology , Marketbright , Marketo , Neolane and Silverpop ).

RFP 120

RFP Marketing Automation Services Marketing Automation Automation 120

Customer Experience Matrix

FEBRUARY 25, 2009

This makes it more of a competitor to traditional demand generation systems, although Genius Enterprise still lacks landing pages and surveys. I didn’t explore whether Genius includes more sophisticated demand generation features, such as split testing, rule-driven content selection, and profitability analysis.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

SEPTEMBER 15, 2009

Summary: Adobe's agreement to purchase Omniture illustrates the on-going convergence of Web content management and Web analytics systems. 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.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

AUGUST 20, 2009

These include a central content repository, conditional text within system-built emails, better response tracking, and deliverability monitoring services from Pivotal Veracity. Tags: unica demand generation marketing automation email service providers.

Marketing Automation Services 120

Marketing Automation Services Demand Generation Agencies Deliverability Demand Generation 120

Customer Experience Matrix

APRIL 14, 2010

SAS's new solution has analytical functions similar to Techrigy, including conversation monitoring and capture, content classification by topic and sentiment, drill-down to individual documents, influence measurement, and dashboards. smartFocus aims not to monitor general social media activity but to measure the influence of individuals.

Social Media 120

Social Media Enterprise Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JULY 10, 2013

The biggest obvious difference (if you ignore HubSpot’s $100 million or so in venture capital funding) is that HubSpot offers its own blogging and Web content management, while Optify provides WordPress and Drupal plug-ins for visitor tracking and landing pages. Distributed marketing also has its own pricing.

Demand Generation Agencies 120

Demand Generation Agencies Marketing Automation Services Paid Search Agency Small Business Marketing 120

Customer Experience Matrix

FEBRUARY 1, 2010

Of course I’m oversimplifying – much digital marketing does deal with people who have identified themselves – but there’s still a fundamental shift from targeting outbound campaigns at known individuals to managing interactions with anyone willing to engage. Industry vendors who support them will thrive.

Database Marketing 120

Database Marketing Paid Search Agency Demand Generation Agencies Paid Content 120

Customer Experience Matrix

NOVEMBER 23, 2010

The main changes, set for release next March, are: - an integrated framework to share customer information and marketing data (campaign plans, contents, etc.) Alchemy will also include revised and expanded versions of Alterian's social media, Web content management, Web analytics, and email solutions. across channels.

Planning 120

Planning Marketing Management Multi-Channel Paid Search Agency 120

Customer Experience Matrix

DECEMBER 19, 2011

Marketers define “challenges”, such as sharing content, making a referral, creating case studies, or providing a reference, and the system issues points to advocates who perform them. (See my December 8 post for details.) Influitive tackles the control issue head on. It applies game-based motivational methods to company advocates.

Work Management 120

Work Management Peer-to-peer Marketing Management Planning 120

Customer Experience Matrix

FEBRUARY 4, 2010

For example, “manual onsite cross-selling promotions and product recommendations” has a higher deployment rate (63%) than “manual onsite personalized content and recommendations” (49%). But the actual question asks about email, display advertising and onsite content personalized " based on individual online behavior ”.

Online Marketing 120

Online Marketing Customer Surveys Advertising Channels Lead Scoring 120

Customer Experience Matrix

SEPTEMBER 28, 2011

The world clearly has more B2B marketing automation vendors than it needs – my master list of demand generation products includes two dozen. By contrast, mid-tier consumer marketers often have a hard time finding good options. Many marketing service providers manage Alterian systems for their clients.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Resource Management Marketing Management 120

Customer Experience Matrix

DECEMBER 9, 2008

Of course, my own interest is applying it to measuring usability for demand generation systems. Perhaps when we set up the test tasks, we can involve specific contents that can later be checked for errors. The second half provides specific suggestions on: - measuring learnability (e.g. My main take-aways for that are: 1.

Marketing Automation Services 120

Marketing Automation Services Demand Generation User-Generated Content Customer Surveys 120

Customer Experience Matrix

JULY 22, 2010

Although the world has certainly changed since the late 1990’s, I see no reason to expect a different pattern among demand generation vendors. These include content management systems ( Autonomy Interwoven , EMC Documentum , OpenText , etc.) A few might survive as independents serving the most sophisticated clients.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120