Customer Experience Matrix

APRIL 5, 2009

Demand generation systems are in that second stage. 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. These are not yet standard features on most demand generation products.

Demand Generation 120

Demand Generation Digital Asset 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. This pricing is low even among SMB demand generation systems.

Demand Generation 120

Demand Generation Enterprise Management Small Business Marketing Pricing 120

Customer Experience Matrix

NOVEMBER 5, 2009

Summary: Marketing automation and CRM systems may eventually converge, but for now marketers need help explaining why they need a system of their own. People still don’t understand the difference between marketing automation vs. CRM. Will Marketing automation and CRM remain separate? Vendors take note.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

MAY 5, 2016

But Engagio's latest product, Engagio PlayMaker, actually does occupy a space in between marketing, sales development, field sales and customer success by connecting them without replacing existing marketing automation, CRM, or customer success systems. Target account lists can be built within Engagio or imported.

Account Based Marketing 120

Account Based Marketing Marketing Automation Services Service Paid Search Agency 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. It can also check for whether a contact has opened an email or clicked on a link.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120

Customer Experience Matrix

AUGUST 16, 2011

I’ve long believed that B2B marketing automation is just a passing phase: that, ultimately, B2B marketing automation systems will be absorbed into CRM systems instead of operating independently. Vendors have made the bet by building marketing automation add-ons to a CRM system instead of building a stand-alone marketing automation product.*

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Automation 120

Customer Experience Matrix

OCTOBER 22, 2009

Summary: SalesFusion combines all channels within marketing, and merges marketing automation with CRM as well. But let’s not forget that offline channels still account for nearly 90% of total advertising expenditures. online chat and - telemarketing support through the CRM component. Look, I know online marketing is important.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JULY 21, 2009

It shows how specialized software can be much better at one function than general purpose systems. You may not want to replace your CRM system with Jesubi, but dedicated prospecting teams should take a close look. The latest stop on my little tour of not-really-demand-generation systems is Jesubi.

Efficiency 120

Efficiency Marketing Automation Services Work Management Marketing Management 120

Customer Experience Matrix

FEBRUARY 14, 2011

What’s missing from the list is CRM integration. That's no accident: ClickDimensions doesn’t integrate with CRM in the regular sense of synchronizing data. Rather, it works directly from Microsoft Dynamics CRM files. In other words, ClickDimensions is a Microsoft CRM add-on. But I digress.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation CRM Work Management 120

Customer Experience Matrix

JUNE 30, 2010

Other vendors have similar price points for the small business market (see my list of demand generation vendors ) although I suspect their internal costs are higher. For evidence that a free entry-level product does not automatically drive out higher priced systems, consider the hosted CRM market.

Loopfuse 120

Loopfuse Marketing Automation Services Enterprise Management Marketing Management 120

Customer Experience Matrix

APRIL 26, 2011

I’ve previously reviewed Genoo , which supplements the standard marketing automation features with Web hosting and built-in CRM but no shopping cart. See my List of Demand Generation Vendors for other options. Canterris and mKubed also host Web forms and landing pages but NurtureHQ apparently does not.

Small Business Marketing 120

Small Business Marketing Work Management Features Marketing Management 120

Customer Experience Matrix

AUGUST 28, 2014

6Sense wouldn''t be a CDP if it merely displayed its data on a CRM screen without letting the CRM system import it. Starting at the beginning, the system imports a list of each client’s customers and sales opportunities from CRM and marketing automation systems. Formal release was in May 2014.

Lead Ranking 120

Lead Ranking Activities Lead Scoring Marketing Automation Services 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. Now is a good time to remedy that.

Multi-Channel 120

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

Customer Experience Matrix

JUNE 9, 2009

It lets Marketo sell seats to sales departments, which could be more lucrative than selling its core demand generation system. Marketo today officially launched “Sales Insight”, an application that makes prospect activity history directly available to sales people from within Salesforce.com.

Marketo 120

Marketo Work Management Marketing Automation Services Eloqua 120

Customer Experience Matrix

MAY 4, 2010

Summary: Two low-cost demand generation systems, Genoo and Act-On Software, have added unusually advanced social marketing features. Genoo , which offers a solid demand generation system for a rock-bottom $199/month, has placed a particular focus on capturing contact information from social interactions.

Act-On 120

Act-On Marketing Management Marketing Automation Services Features 120

Customer Experience Matrix

JULY 10, 2013

You can also think of Optify as having worked its way down from the top of the funnel (SEO) to the middle (marketing automation) and towards the bottom (CRM). Landing pages can be attached to an auto-responder email, while standard fields on forms are automatically mapped to Salesforce.com. Emails are delivered through ExactTarget.

Demand Generation Agencies 120

Demand Generation Agencies Marketing Automation Services Paid Search Agency Small Business Marketing 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. Leads can be captured on landing pages, imported from lists or added through Salesforce.com synchronization.

Small Business Marketing 120

Small Business Marketing Bundling Work Management Paid Search Agency 120

Customer Experience Matrix

DECEMBER 20, 2012

So that’s all fine, but what industry observers really want to know is how Salesforce.com will react. A marketing automation platform can't do this because it bumps up against the competing platform of CRM. Okay, now we can talk about Salesforce.com. Wouldn’t that be nice? We’ll see how they handle it.

Eloqua 120

Eloqua Marketing Automation Services Enterprise Management Marketing Automation 120

Customer Experience Matrix

NOVEMBER 4, 2010

These include sending an email via Salesforce.com or ExactTarget, creating a Salesforce.com task, generating an output file, and sending emails to Foursquare friends. This covers the basic needs, although most other products also offer options such as changing data and adding a contact to a list or campaign.

Salesforce.com 120

Salesforce.com Lead Scoring Lead Ranking Marketing Automation Services 120

Customer Experience Matrix

AUGUST 14, 2014

Use of the client''s internal data for model scoring, and whether this extends to sources beyond CRM. Whether the vendor sells prospect lists or only enhance names provided by the client. Whether the vendor provides lists of individuals as well as companies. So it doesn’t quite belong here, but it’s interesting nevertheless.

Lead Ranking 120

Lead Ranking Work Management Marketing Management Lead Scoring 120

Customer Experience Matrix

FEBRUARY 12, 2009

Now we come to Infusionsoft , which offers marketing automation, CRM and ecommerce for as little as $199 per month. The company’s marketing is tightly targeted at very small businesses (under 25 employees) but its marketing features are competitive with demand generation products aimed at much larger firms.

Pricing 120

Pricing Price Impressions Marketing Management 120

Customer Experience Matrix

JANUARY 20, 2009

Note that none of listed categories included behavioral information such as email clickthroughs or Web page visits, which demand generation vendors make so much of. The categories don’t make much sense to me because they overlap: products like Salesforce.com are both CRM systems and SaaS.

Work Management 120

Work Management Marketing Management Demand Generation Agencies Lead Scoring 120

Customer Experience Matrix

JANUARY 5, 2010

Summary: Social media and access for sales people were the two big trends among demand generation vendors last year. This contrasts with traditional demand generation pricing on database size and/or activity volume, but is the way sales automation systems like Salesforce.com are usually sold. Upgraded reporting.

Marketing Automation Services 120

Marketing Automation Services Manticore Market2Lead Marketing Automation 120

Customer Experience Matrix

AUGUST 23, 2012

Marketo and Oracle (specifically, Oracle CRM On Demand Marketing ) are considerably further back in the leader quadrant. Both are general purpose marketing automation systems that serve large numbers of B2C as well as B2B clients. This doesn’t mean that every client actually connects them to CRM system.

Eloqua 120

Eloqua Marketing Automation Services Lead Ranking Enterprise Management 120

Customer Experience Matrix

FEBRUARY 13, 2014

Mintigo’s conclusion across 186,500 B2B companies was that just three percent were using the most common marketing automation systems: Oracle Eloqua , Marketo, HubSpot, and Salesforce.com Pardot. Those top three are the key improvements that marketing automation provides over simple email or CRM systems, so this prioritization makes sense.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

AUGUST 21, 2009

.* The new offering is designed to support all stages of interactive marketing, starting with traffic generation from paid search, Web banner ads and blogging, and continuing with visitor behavior tracking, landing pages and forms, interactive dialogs, multi-step email campaigns, lead scoring and CRM integration.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Marketing Management Paid Search Agency 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. The obvious candidates are CRM vendors. Salesforce.com is the big question and no one would be surprised to see them make an acquisition.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

DECEMBER 2, 2010

The company began with search engine optimization to attract traffic, and added landing pages, blogging, Web hosting, lead scoring, and Salesforce.com integration. Since my July 2009 review , HubSpot has further extended the system to include social media monitoring and sharing, limited list segmentation and simple drip marketing campaigns.

Small Business Marketing 120

Small Business Marketing Marketing Automation Services Hubspot Demand Generation Agencies 120

Customer Experience Matrix

FEBRUARY 9, 2012

Particular strengths in: • split testing (separately for email subject lines and versions) • lead scoring (automatically reduces scores from older events) • CRM integration ( Highrise , Capsule CRM , Sugar CRM , Salesforce.com , and an open API) • marketing analysis (users can track multiple outcomes per campaign) • content management (nice email/form/page (..)

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

DECEMBER 29, 2009

Summary: LoopFuse offers attractive but limited demand generation functions at an easy-to-swallow price. It’s been nearly a year since I took my first close look at the LoopFuse OneView demand generation system. But data from account or opportunity tables is not available, even though it’s imported from CRM.

Loopfuse 120

Loopfuse Demand Generation Agencies Demand Generation Demand 120

Customer Experience Matrix

FEBRUARY 13, 2009

Back in early January I posted a discussion on treatment of Company-Level Data in Demand Generation Systems. At that time, I posed a set of specific questions to the demand generation vendors in the Raab Guide. SFDC" stands for Salesforce.com.) Yesterday the final answer trickled in.

Demand Generation 120

Demand Generation Work Management Market2Lead Marketing Automation Services 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. It added demand generation features later in response to client requests. This poses a serious sales challenge.

Demand Generation 120

Demand Generation Marketing Management Demand Marketing Automation Services 120

Customer Experience Matrix

JULY 1, 2016

This lets YesPath programs (which are rather unimaginatively called “programs”) determine which companies on the client’s target list are in active buying cycles, even before they have visited the company Web site or responded to an outbound promotion. Selection criteria can also include data such as title imported from CRM.

Account Based Marketing 120

Account Based Marketing ABM Work Management Marketing Management 120

Customer Experience Matrix

NOVEMBER 29, 2010

Its marketing automation system offers the usual range of functions: email, Web analytics, landing pages, multi-step campaigns, lead scoring, CRM integration, ROI reporting. GoToWebinar When I last wrote about Treehouse, it had just added Salesforce.com integration. It has since added a connector for Oracle CRM On Demand.

Features 120

Features Marketing Automation Services Marketing Management Salesforce.com 120

Customer Experience Matrix

MAY 25, 2010

Oracle tersely announced today that it had purchased the intellectual assets of demand generation vendor Market2Lead. This is an excellent fit for Oracle in that Market2Lead is a sophisticated product that is best suited to large, demanding marketing operations. Those are presumably the firms in Oracle's target market.

Market2Lead 120

Market2Lead Buy Marketing Automation Services Eloqua 120

Customer Experience Matrix

FEBRUARY 17, 2011

Small-business email provider Constant Contact yesterday announced the acquisition of "social CRM"* vendor Bantam Live. This is a major expansion for Constant Contact, placing it more squarely into competition with CRM and marketing automation vendors.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Contact Marketing 120