Customer Experience Matrix

DECEMBER 8, 2011

Social media is arguably overhyped as a marketing trend: it gets well under 10% of marketing budgets (different surveys have figures from 3% to 8%) and results are questionable (it was rated the least effective content marketing tactic in a recent MarketingProfs study ).

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Social Media 120

Customer Experience Matrix

SEPTEMBER 13, 2012

When I first wrote about ClickDimensions in a February, 2011 post , the concept was intriguing – a marketing automation add-on to Microsoft Dynamics CRM – but the product itself had been available for less than six months and claimed barely 50 clients. This is comparable to standard marketing automation products.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120

Customer Experience Matrix

FEBRUARY 14, 2011

Now that I’m more or less finished launching the B2B Marketing Automation Vendor Selection Tool (VEST) , I can start catching up on the other topics. ClickDimensions does pretty much the standard marketing automation activities: email, landing pages, Web visitor tracking, drip marketing campaigns, and lead scoring.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation CRM Work Management 120

Customer Experience Matrix

NOVEMBER 16, 2011

My last two posts (not counting this morning’s detour into Marketo-land) described common errors marketers make when selecting marketing automation systems. I see two reasons: Marketers are like everybody else. But don’t think you’re writing the document for vendors. How did we come to this?

Work Management 120

Work Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

OCTOBER 18, 2007

Neolane , a Paris-based marketing automation software vendor, formally announced its entry to the U.S. market last week. I’ve been tracking Neolane for some time but chose not to write about it until they established a U.S. Its email heritage still shows in strong content management and personalization capabilities.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 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

MAY 25, 2016

I’ve been writing about Demandbase since 2009, when they had already begun their climb from compiling company profiles to enhancing Web site visitor records to personalizing Web content to targeting Web display ads. Content creation, journey orchestration, and email would be high on the list.

Account Based Marketing 0

Account Based Marketing DemandBase Eloqua Buy 0

Customer Experience Matrix

MAY 20, 2013

After all, Silverpop’s twin heritages in B2C email and B2B marketing automation both use simple data models: flat lists for email and basic lead/contact/account tables for B2B marketing automation. Neither build a company''s primary marketing database or shares data with external systems.

Enterprise Management 120

Enterprise Management Advertising Channels Marketing Automation Services Work Management 120

Customer Experience Matrix

FEBRUARY 2, 2016

It also uses matches created elsewhere such as lead IDs used to synchronize CRM and marketing automation data or cookie IDs imported from Google Analytics. Imported data includes contacts, funnel stages, campaigns, channels, revenue, and content. The matching happens at both the contact and account level.

Analysis 120

Analysis Marketing Analytics Tools Marketing Automation Services Salesforce.com 120

Customer Experience Matrix

MARCH 9, 2015

This has to be really intelligent automation that finds patterns, notices when they change, and optimizes treatments with minimal human guidance. And where will all that highly tailored content come from? You guessed it: automated content creation systems, which are more common and further advanced than you may realize.

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Terms and Conditions Lead Ranking 120

Customer Experience Matrix

MARCH 24, 2016

And, as an aside, I’m astounded that you found time to write a blog post on the Stackies within a day of the conference ending. Perhaps we could have one of the automated content generation vendors read all the vendor materials and write optimal signs for them! Do you NEVER sleep?) On to suggestions for next year.

Conference 120

Conference Marketing Automation Services Peer-to-peer Vendors 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.

Marketo 120

Marketo Demand Generation Lead Ranking Marketing Automation 120

Customer Experience Matrix

JUNE 22, 2011

The platform fills the center of Adobe’s three-part corporate mission to “make, manage, and measure” digital content and experiences. The other two pieces were already in place: “make” is Adobe’s original content creation business, while “measure” is Omniture Web analytics. This is certainly an advantage.

Enterprise Management 120

Enterprise Management Digital Asset Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

MARCH 9, 2011

At $500 per month with no annual contract, it’s priced to make it easy to get started with marketing automation. I started last week to write a review of Act-On Software’s latest release but got distracted by the larger and sexier question of Act-On’s business strategy. This simplifies content creation.

Act-On 120

Act-On Marketing Automation Services Work Management Marketing Management 120

Customer Experience Matrix

APRIL 2, 2015

In fact, the very variety was intriguing: everything from content management to reporting to predictive modeling to social intelligence to data enhancement to plain old marketing automation. It doesn’t write copy but does analyze the copy you give it. Many firms were familiar to me but others were new.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JULY 30, 2009

Yesterday’s post described one strategy to sell marketing automation to small businesses: provide a specific, turnkey service that requires virtually no skill or effort from the user. If the vendors fail, the business will go to consultants, ad agencies, and other service firms that do the clients’ marketing for them.

Small Business Marketing 120

Small Business Marketing Bundling Work Management Paid Search Agency 120

Customer Experience Matrix

FEBRUARY 4, 2010

If I were feeling particularly tendentious, I could argue other data in survey supports my claim that digital marketers are relatively disinterested in personalization. But the actual question asks about email, display advertising and onsite content personalized " based on individual online behavior ”. It's the best I could do.

Online Marketing 120

Online Marketing Customer Surveys Advertising Channels Lead Scoring 120

Customer Experience Matrix

NOVEMBER 18, 2009

B2b marketing automation) vendors, with links to my reviews where I've written one. I'm sure some of the vendors will tell me they're in the wrong place -- and since this ranking is based on their own perception of their target markets, I'll make adjustments when they do. I'll be flying cross country to attend, so you could too.)

Marketing Automation Services 120

Marketing Automation Services Marketing Management Demand Generation Agencies Demand Generation 120

Customer Experience Matrix

JANUARY 31, 2010

This starts with the core functions of any business marketing system: outbound and multi-step email campaigns, landing pages, Web behavior tracking , lead scoring, Salesforce.com integration, reporting and content management. The same rule-building interface is used for content selection rules, segmentation queries, and lead scoring.

Paid Search Agency 120

Paid Search Agency Work Management Marketing Management Resource Management 120

Customer Experience Matrix

JUNE 2, 2015

It’s just over two years since I started writing about Customer Data Platforms. One thing that’s become clear since then is that only big companies will purchase a marketing database by itself. But even the B2C CDPs rely on external systems such as email agents and Web content managers to deliver the campaign messages.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Multi-Channel SMS 120

Customer Experience Matrix

JULY 29, 2008

What was I writing about? So that’s my current thinking on the subject: one dimension measures the ability to coordinate distributed marketing programs, and the other measures the scope of functions provided. Tags: marketing automation software selection market software vendor evaluation demand generation.

Demand Generation 120

Demand Generation Work Management Demand Marketing Management 120

Customer Experience Matrix

FEBRUARY 25, 2009

Yesterday’s chance to write the first review (I think) of Marketo’s 3.0 I spoke today with Genius.com , whose new nurture marketing system, Genius Enterprise, will officially launch next week. Knowing I’ll have another scoop if I write about it at once, I find I can’t resist. Probably not.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

MARCH 14, 2013

I won’t subject you to a post like “what B2B marketers can learn from moving companies”, which is one of my least favorite ploys for repackaging old advice in a “fun” format. In fact, I only mention it to explain why I haven’t been writing with my usual frequency and why this post is relatively brief.

Webinar Metrics 120

Webinar Metrics Work Management Marketing Management Social Networks 120

Customer Experience Matrix

APRIL 5, 2009

For example: - emails and Web forms can be personalized with lead data, but don’t incorporate rule-selected content blocks. - Prices are being revised at this writing but are generally intended to be competitive in the middle tier of the demand generation market. Capabilities in these areas tend to be adequate but minimal.

Demand Generation 120

Demand Generation Digital Asset Management Demand Marketing Management 120

Customer Experience Matrix

DECEMBER 9, 2008

For marketing automation systems in particular, I think it’s reasonable to assume that all users will be trained in the tasks they perform. Perhaps when we set up the test tasks, we can involve specific contents that can later be checked for errors. Happily, Lethbridge provides additional refinement of the concepts.

Marketing Automation Services 120

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

Customer Experience Matrix

MAY 22, 2013

I’m writing this post on my old DOS-based WordPerfect software, to get in the proper mood for discussing business-to-consumer marketing automation.* market, it is well established in Europe, where it serves 400 brands in eleven countries. A deep dive left me seriously impressed.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Marketing Automation 120

Customer Experience Matrix

NOVEMBER 15, 2009

Summary: a new Aberdeen Group report argues that Web content management systems should add customer management features and will ultimately compete with traditional marketing automation products. I’ve been convinced for some time that Web content management systems (CMS) will become important platforms for marketing automation.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Automation Marketing Management 120

Customer Experience Matrix

MARCH 2, 2010

Skeptical creature that I am, I wanted to hear the details before writing about it. This covers CRM integration, adding Web tracking scripts to company Web pages, assembling images and email formats, data cleansing, landing page subdomain set-up, specifying forms content and designing the lead scoring matrix.

Eloqua 120

Eloqua Work Management Marketing Automation Services Marketing Automation 120

Customer Experience Matrix

FEBRUARY 10, 2009

In that same spirit, here are summaries of three blog posts I doubt I’ll ever have time to actually write. Next look at the content of the mentions: are they positive or negative? Tags: marketing automation twitter software selection demand generation. The Future of Technology Analysts. by veteran consultant Graham Hill.

Peer-to-peer 120

Peer-to-peer Demand Generation Marketing Automation Services Demand 120

Customer Experience Matrix

JULY 1, 2016

For exactly that reason, I also don’t see specialized ABM systems replacing the core marketing databases and decision engines that coordinate all marketing efforts. This is a primary difference from conventional marketing automation products, which deliver email and often other types of messages directly.

Account Based Marketing 120

Account Based Marketing ABM Work Management Marketing Management 120

Customer Experience Matrix

DECEMBER 12, 2010

But I happened to write one in response to a question at the Focus online community last week. Marketing automation hits an inflection point, or maybe two. Mainstream B2B marketers will purchase marketing automation systems in large numbers, having finally heard about it often enough to believe it's worthwhile.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 23, 2011

Yesterday's acquisition of AssetLink by SAS has prompted me to finally write about MarketingPilot , a vendor I've been following since its launch nearly ten years ago. I say “roughly” because Neolane and Alterian are rooted in the campaign management side of marketing automation, while MarketingPilot is based on marketing resource management.

Resource Management 120

Resource Management Digital Asset Management Enterprise Management Marketing Management 120

Customer Experience Matrix

MAY 27, 2014

. • Captora , which last week announced $22 million in new funding , helps companies capture more leads from social, paid search, and organic search marketing. The pages are linked to marketing automation forms that capture the resulting leads.

Paid Content 120

Paid Content Paid Search Agency Ideal Customer Profiles Advertising Agencies 120

Customer Experience Matrix

SEPTEMBER 20, 2011

Web Content Management panel with leaders from Bridgeline, Sitecore, Percussion, and Ektron - content management systems have evolved to deliver personalized customer experiences across all channles - I only mention this because it supports my own view that Web content systems are candidates to encompass the marketing automation industry.

Inbound Marketing 120

Inbound Marketing Hubspot Burn Rate Marketing Management 120

Customer Experience Matrix

NOVEMBER 15, 2012

integration with campaign and content systems. Early decision systems were not connected to outbound campaign managers or to content stores. But today they are often part of a larger marketing suite that includes an outbound campaign manager. The systems returns tags, IDs or URLs but not actual content. deployment model.

Marketing Management 120

Marketing Management Marketing Automation Services Multi-Channel Touchpoints 120

Customer Experience Matrix

MARCH 29, 2010

As I mentioned in my post on PegaSystems’ acquisition of Chordiant , I’ve been planning for months to write about the thinkAnalytics recommendation system. It was more because I've been giving the topic low priority because the market for such systems seems to be moving slowly despite the clear benefits they provide.

Enterprise Management 120

Enterprise Management Ideal Customer Profiles Marketing Automation Services Marketing Management 120

Customer Experience Matrix

MAY 20, 2009

Another possibility is that vendors will compete on their ability to help marketers use their systems – that is, by providing marketing training, usage reviews, and professional services. Whether those rules are embedded in list definitions, campaign flows or dynamic content doesn’t matter.

Digital Asset Management 120

Digital Asset Management Work Management Marketing Management Rules 120