Customer Experience Matrix

SEPTEMBER 18, 2023

The survey does show that budget pressures are changing martech selection methods: more are selecting on cost (up from 43% to 54% for operating cost and 42% to 51% for initial cost), while selection on feature sophistication and breadth have fallen the most (26% to 15% and 41% to 24%). Martech departments are growing: true.

Enterprise Management 177

Enterprise Management Work Management Marketing Management Lead Ranking 177

Customer Experience Matrix

MAY 2, 2021

This isn’t always true but it will apply in most cases, especially when cost calculations include staff cost, on-going maintenance and feature updates, the risk of project failure or under-performance, and the opportunity cost of not using scarce developers to build other systems that do create unique advantages.

Work Management 292

Work Management Marketing Management Buy Ad Building 292

Customer Experience Matrix

NOVEMBER 29, 2007

This has left me looking for other ways to provide that service, preferably at a low cost. A half-day of consulting might cost $1,000, which is not bad at all when you consider that the software itself is free. One intriguing alternative is Infosolve Technologies. Of course, where smaller volumes are concerned, this is not an issue.

Cost 120

Cost Ideal Customer Profiles SMS Consulting 120

Customer Experience Matrix

SEPTEMBER 28, 2006

The Times article largely dismissed the Federal Trade Commission study I had quoted—which found 10 million identity thefts per year at a cost of $48 billion—in favor of a recent Department of Justice report that found only 3.6 million cases costing $3.3 The real discrepancy is in the cost of stolen personal data.

Cost 120

Cost Sample Case Studies Studies 120

Customer Experience Matrix

MAY 18, 2007

The main advantages Manticore claims over Eloqua are lower cost and easier, faster implementation. I’m glad to know about Manticore because people do occasionally ask about this sort of system and balk at the cost of Eloqua and even-more-expensive Vtrenz (just purchased by Silverpop ; see last week's post ).

Manticore 120

Manticore Online Lead Generation Lead Generation Vtrenz 120

Customer Experience Matrix

OCTOBER 29, 2023

While it’s technically possible to add those features to an existing data warehouse, it’s usually a major project that often costs more, takes longer, and delivers less useful results than installing a separate, conventional CDP. (As As always, the details depend on the situation.)

Marketing Management 177

Marketing Management Ideal Customer Profiles Profiling Vendors 177

Customer Experience Matrix

APRIL 27, 2020

Of course, some use cases are worth more than others and some sources cost more to integrate than others; you also have to consider the availability of the CDP itself, of central analytical and campaign systems, and of delivery system that can use the outputs.

Ad Building 227

Ad Building Paid Search Agency Work Management Marketing Management 227

Customer Experience Matrix

OCTOBER 19, 2010

Summary: Alsa Marketing is a late entry to small business marketing automation. They support multiple languages, which should gain them some business. Otherwise, though, it will be tough for them to compete with better-established players. It’s harder every day for a new company to enter the business-to-business marketing automation industry.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120

Customer Experience Matrix

APRIL 26, 2024

Specialist systems can be more cost-effective to build and deploy, because they use special data structures and features tailored to a particular industry’s needs. This will bring down the cost of CDPs, which has been an obstacle to expanding the base of CDP purchasers. That’s a typical development for a mature software category.

Enterprise Management 234

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 234

Customer Experience Matrix

JANUARY 27, 2021

It's also in the platform vendors’ interest to be open to those applications since they add value to the platform at little cost to the platform owner. But there’s a time and effort cost to the user of selecting, connecting, and learning to use each new application, regardless of whether the app is “free” or how easily it connects.

Marketing Automation Services 270

Marketing Automation Services Enterprise Management Marketing Management Lead Ranking 270

Customer Experience Matrix

SEPTEMBER 17, 2009

Summary: RightNow has extended its social media footprint by purchasing HiveLive, which lets companies build public and private communities. It also released a benchmark survey showing that online channels (email, chat, Web self-service) don't do much to reduce customer service telephone calls.

Communities 120

Communities Multi-Channel Cost Advertising Benchmark 120

Customer Experience Matrix

JUNE 2, 2018

But in practical terms, the benefit is much lower transaction costs because there’s no need for intermediaries to verify identities or register transactions. Transaction costs are not the problem, so blockchain isn't the solution. Blockchain could easily reduce costs by replacing existing payment mechanisms. Content rights.

Marketing Management 120

Marketing Management Marketing Proposals Ad Exchange Copyright 120

Customer Experience Matrix

JULY 25, 2020

Our research has long shown that the most satisfied buyers base their selection on features, not cost or ease of use. 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).

Work Management 194

Work Management Marketing Management Sample Vendors 194

Customer Experience Matrix

MAY 8, 2018

There’s nothing surprising about this: regulation often results in industry consolidation as compliance costs make it impossible for small firms to survive. (Addendum: see this Marketing Week article about data supplies being reduced, published the day after I wrote this post.)

Advertising Agencies 166

Advertising Agencies Marketing Proposals Barriers Vendors 166

Customer Experience Matrix

NOVEMBER 6, 2017

The system uses this data to calculate the cost of different types of click types, which it combines to create a “true” cost per action for each ad purchase. It compares this with the clients’ target cost per actions to determine where they are over- or under-investing.

Marketing AI 120

Marketing AI Click Fraud Paid Search Agency Allocation 120

Customer Experience Matrix

JANUARY 3, 2021

Almost overnight, fulfillment has gone from a boring cost center to a realm of intensive competition, innovation, and even a bit of heroism. In a similarly ironic way, the pandemic-driven boost to ecommerce has been accompanied by a parallel lesson in the importance of physical delivery.

Work Management 248

Work Management Marketing Management Software Paid Search Agency 248

Customer Experience Matrix

AUGUST 26, 2014

subscription and support costs are 25% of subscription revenue, in between Eloqua and Marketo. This ratio is important because it hints at the profitability of on-going operations regardless of sales costs. Marketo’s R&D costs are also now more in line, at 21% of revenue. As I say, pretty much what we suspected.

Paid Search Agency 120

Paid Search Agency Hubspot Eloqua Advertising Agencies 120

Customer Experience Matrix

APRIL 15, 2014

Let’s say your business strategy is to be a low cost provider. In this case, the goal of your tech strategy is always the same: “to deliver customer intimacy at low cost”. But the method could be “through extensive automation”, “through low labor cost via outsourcing”, or “through limiting services provided”.

Marketing Strategy 120

Marketing Strategy Marketing & Strategy Planning Business 120

Customer Experience Matrix

DECEMBER 11, 2019

Another path is to focus on specific industries or cost-sensitive segments where the big marketing clouds are at a disadvantage. I expect that to be increasingly common and, thus, a potential home for independent CDP systems as the market matures, competition heats up, and the big marketing cloud vendors release their own products.

Digital Experience Platform 156

Digital Experience Platform Marketing Automation Services Buy Marketing Management 156

Customer Experience Matrix

APRIL 2, 2013

The difference is that cost of revenue (costs of delivering service to clients, including subscription, support, professional services, and other) was 42% for Marketo, vs. 20% for Salesforce.com and 32% for Eloqua. Another way to look at it is this: Marketo would earn just 6% profit even if its sales and marketing costs were zero.

Marketo 120

Marketo Salesforce.com Eloqua Marketing Automation Services 120

Customer Experience Matrix

AUGUST 25, 2016

Differentiators include: channels supported (display advertising, social advertising, CRM, marketing automation, email, direct mail, telemarketing, text, mobile apps, content syndication, etc.)

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Account Based Marketing 120

Customer Experience Matrix

AUGUST 29, 2011

The company tightened its belt in response to economic conditions in 2009, in particular by reducing marketing and sales costs by nearly $4 million (more on that later). They also argue that much of their operating cost is fixed, so the incremental cost of servicing new customers is quite low. Ah, but what about sales costs?

Eloqua 120

Eloqua Marketing Automation Services Terms and Conditions Paid Search Agency 120

Customer Experience Matrix

NOVEMBER 24, 2016

Companies with the scale to afford the system can expect it to pay for itself: in one published study, the three-year cost was $7.7 Pega says few deployments cost less than $250,000 and most are over $1 million. I won't go into details of other Decision Hub components, but they’re equally advanced.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JUNE 19, 2015

Small businesses constantly cite cost as a major roadblock to adoption. Mautic certainly has an appeal for service vendors, since it removes the cost of payments to a HubSpot or Infusionsoft. So the opportunity seems obvious. It is also putting together its own set of templates and workflows to help users get started.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Work Management Automation 120

Customer Experience Matrix

FEBRUARY 6, 2014

Each reported thousands of freemium sign-ups that converted to paid accounts at a reasonable rate – “reasonable” being defined as an acceptable cost per new customer when the cost of the freemium accounts was included. Obviously it needs to be a product that’s easy to learn and use, so training and support costs are kept at a minimum.

Loopfuse 120

Loopfuse Marketing Automation Services Banners Vendors 120

Customer Experience Matrix

SEPTEMBER 6, 2020

This is a slightly different approach from our previous surveys but the result was the same: the most successful companies deploy structured management methods, put a dedicated team within marketing inside of martech, and select their systems based on features and integration, not cost or familiarity. No surprise but still good to reaffirm.

Customer Surveys 263

Customer Surveys Customer Satisfaction Privacy Paid Search Agency 263

Customer Experience Matrix

OCTOBER 1, 2014

Once a campaign is built, users can save it to a shopping cart where V12 shows the cost. Reports include campaign quantities and responses, allow users to drill down to individual responders, and can calculate a simple Return on Investment based on actual costs and user-provided assumptions for response value.

Cost Per Thousand 120

Cost Per Thousand Marketing Automation Services Campaigns Ad Frequency 120

Customer Experience Matrix

NOVEMBER 16, 2011

But Marketo has said that it earns back the acquisition cost in less than one year. (Marketo has never confirmed this figure, although they’ve never offered an alternative, either.) There’s some truth to that. So that loss per client seems awfully large even allowing for future revenues and timing differences. Something doesn't add up here.

Marketo 120

Marketo Eloqua Comparison Acquisitions 120

Customer Experience Matrix

DECEMBER 30, 2014

But most agree that they’ll want machines to have some discretion such as how far to travel for the lowest price gasoline or how to balance cost vs. quality when selecting hotel rooms. It''s perfectly logical: that might be the best way to reduce long-term cost of ownership. Today, many companies ask every customer to submit a rating.

Planning 120

Planning Work Management Marketing Management Paid Search Agency 120

Customer Experience Matrix

OCTOBER 27, 2019

But agencies have special needs and are often very cost-sensitive. Assuming they continue to work with other vendors' technologies, the agencies represent a market for CDP vendors that won’t go away. If anything, it’s likely to grow as more agencies offer customer data-based services.

Enterprise Management 257

Enterprise Management Work Management Marketing Management Paid Search Agency 257

Customer Experience Matrix

OCTOBER 16, 2017

It can import ad costs and ingest offline purchases to use in measuring results. These drop cookies to track customers over time and can track ads that are seen, even if they’re not clicked, as well as detailed Web site behaviors. The system can stitch together customer identities using known identifiers.

Paid Search Agency 149

Paid Search Agency Allocation Classified Ads Ideal Customer Profiles 149

Customer Experience Matrix

FEBRUARY 12, 2009

On the other hand, Infusionsoft actually does a better job than some demand generation systems of tracking marketing costs. Users can attach a fixed cost and per-response cost to each lead source, which can be an outbound marketing campaign or an inbound source such as Web ads, trade shows, or traditional advertising.

Pricing 120

Pricing Price Impressions Marketing Management 120

Customer Experience Matrix

APRIL 19, 2017

So airlines do need to make customer dignity a priority, even at the occasional cost of operational efficiency. Even if you believe businesses have no ethical obligations beyond seeking maximum profit, it’s bad practice to be perceived as heartless beasts because customers won’t want to do business with you.

Marketing Management 198

Marketing Management Ethics Loyalty Customer Surveys 198

Customer Experience Matrix

AUGUST 13, 2013

Corporate marketers can build campaigns with multiple events, create landing pages, capture revenues and costs, distribute leads with complex routing rules, score leads on behaviors and salesperson ratings, and measure performance. The system can also integrate with event management software and Google AdWords.

Marketing Automation Services 120

Marketing Automation Services Advertising Agencies Marketing Management Marketing Automation 120

Customer Experience Matrix

APRIL 2, 2015

If you want a (pseudo) equation: integration for best of breed costs pretty much the same regardless of company size, while the benefits increase with company size. So there’s a point beneath which the costs outweigh the benefit. The real question is whether SaaS technologies will reduce integration costs or make them volume-related.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

NOVEMBER 19, 2010

Costs are likely to be very close to the same $200,000 per employee (this includes everything, not just salary). Marketo was founded in late 2005, so let’s figure it averaged 10 employees during the previous two years, and that they cost only $150,000 because the early stage doesn’t involve marketing costs. million total.

Marketo 120

Marketo Enterprise Management Marketing Automation Services Marketing Management 120

Customer Experience Matrix

APRIL 27, 2017

So will making the system so easy to use that customer support costs are close to zero. Although “partner first” would make sense even without Propel, leveraging partners is a key way for Infusionsoft to grow quickly while keeping costs down and margins high. This will clearly attract a new set of less-committed users.

Marketing Automation Services 0

Marketing Automation Services Marketing AI Work Management Marketing Management 0