Customer Experience Matrix

FEBRUARY 10, 2017

Lead Genius is a good example. The company is in the business of assembling B2B marketing lists – an industry dating back centuries to city directories and beyond. But Lead Genius was founded in 2011 to commercialize university research into combining AI with human inputs. Lead Genius does this too. Plan interactions.

Marketing AI 120

Marketing AI Account Based Marketing Lead Scoring Lead Ranking 120

Customer Experience Matrix

AUGUST 22, 2013

One of these categories is systems for B2B lead scoring. The models are applied to new records as they enter a client’s system, creating scores that are returned to marketing automation and CRM to use as those systems see fit. Infer pricing is based on the number of records processed and connected systems.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Ideal Customer Profiles 120

Customer Experience Matrix

JULY 10, 2013

sales enablement: systems to share marketing information with sales ( Genius , SalesFusion , LeadFormix , RightOn Interactive , Optify) distributed marketing: systems shared between central marketing organizations and local branches, dealers, distributors, sales agents, etc. That''s theme number three.

Demand Generation Agencies 120

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

Customer Experience Matrix

NOVEMBER 15, 2013

This is an enticingly huge market for marketing automation vendors, and one that seems largely untapped. The largest marketing automation vendor in the segment, Infusionsoft , has under 20,000 clients. Many small businesses do their marketing through CRM, email, and search advertising.

Small Business Marketing 120

Small Business Marketing Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JULY 15, 2013

Even in the small business sector, that count would make Vocus one of the largest marketing automation systems. But Vocus doesn’t quite match the profile of standard marketing automation products. So it''s best to treat Vocus Marketing Suite as a class unto itself.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Social Marketing 120

Customer Experience Matrix

SEPTEMBER 1, 2010

Summary: So you want some hard numbers to prove the value of marketing automation? A client asked yesterday if I had some benchmark information to justify the cost of her marketing automation project. Aberdeen Group has published many studies related to marketing automation. Here's a bunch.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Marketing Automation Marketing Qualified Leads 120

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 ). Results are summarized in the table below.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Social Media 120

Customer Experience Matrix

DECEMBER 13, 2011

The marketing automation industry continues to grow quickly, with many vendors announcing their client bases have more than doubled in 2011. But there’s also a growing realization that many marketing automation systems are used for only simple tasks – often no more than email, landing pages, and CRM integration.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

MARCH 4, 2011

Summary: Is stressing the need for process change making marketing automation too complicated, or a recognition of what it really takes for success? I’m not sure that whoever speaks for “conventional wisdom” would agree that marketing automation solutions must be expensive and complex. I know I do.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Loopfuse 120

Customer Experience Matrix

JUNE 27, 2014

When it gets a new client, it loads that company’s own customer list and sales from its CRM system, finds those companies and individuals in the Fliptop database, enhances their records with Fliptop data, and uses the combined information to build a predictive model that identifies the likelihood of someone making a purchase.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Reachforce 120

Customer Experience Matrix

FEBRUARY 26, 2012

One of first marketing automation systems I ever saw – this would be during the Reagan Presidency – was a custom-built dial-up network to distribute collateral to farm equipment dealers. Some of these channel marketing systems focus on lead distribution, some on locally-customizable promotion materials, and some on campaign management.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Advertising Agencies Work Management 120

Customer Experience Matrix

MAY 24, 2016

I snuck down to Washington DC yesterday for a few hours at the CRM Evolution conference, where a critical mass of industry experts triggered a chain reaction of interesting thoughts. Machine intelligence will provide the processing power to interpret this data correctly, continuously, and for millions of customers at a time.

Mobile Marketing 136

Mobile Marketing Conference CRM Mobile Advertising 136

Customer Experience Matrix

AUGUST 25, 2016

As used in this Guide, execution may include direct integration with a delivery system, such as adding a name to a marketing automation campaign, sending a list of cookies and instructions to an ad buying system, or pushing a personalized message to a company Web site.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Account Based Marketing 120

Customer Experience Matrix

OCTOBER 24, 2014

Results appear as lists in a CRM interface or as scores on a marketing databaset. The whole process takes just a few hours from making the Salesforce.com connection to seeing scored records, with most of the time spent downloading CRM data and scanning the Web for other information. Is SalesPredict right for you?

Lead Ranking 120

Lead Ranking Lead Scoring Automation Salesforce.com 120

Customer Experience Matrix

AUGUST 28, 2014

The part about “supports external marketing execution” is where data extraction comes in: it means that external systems can access data within the CDP for their own use. 6Sense wouldn''t be a CDP if it merely displayed its data on a CRM screen without letting the CRM system import it. Formal release was in May 2014.

Lead Ranking 120

Lead Ranking Activities Lead Scoring Marketing Automation Services 120

Customer Experience Matrix

AUGUST 25, 2016

Of the final two, one supports measurement with advanced lead-to-account mapping (LeanData) and one attribution specialist (Bizible). Differenatiators for this group include: lead-to-account mapping to unify data corporate hierarchy mapping (headquarters/branch, parent/subsidiary, etc.)

Marketing Automation Services 120

Marketing Automation Services Account Based Marketing Vendors Differentiation 120

Customer Experience Matrix

MARCH 4, 2014

API integration with CRM and marketing automation systems also lets those systems assign businesses to the target lists. This allows marketers to send different contents to companies as the marketing automation system tracks them through different stages of the buying process.

Top of Funnel 120

Top of Funnel Advertising Funnels Paid Search Agency Display 120

Customer Experience Matrix

OCTOBER 10, 2012

I originally saw SetLogik as a tool to associate marketing leads with sales opportunities, even when they are not connected directly within Salesforce.com. That’s important in itself, since those missing links are the greatest obstacle to showing the value of B2B marketing efforts through revenue attribution.

Enterprise Management 120

Enterprise Management Work Management Lead Ranking Marketing Management 120

Customer Experience Matrix

MAY 4, 2011

Given our industry's endless nattering about whether Salesforce.com will move into marketing automation, this should have attracted more attention (or, at least, enough attention that I would hear about it sooner than I did). What has this to do with marketing automation?

Salesforce.com 120

Salesforce.com Marketing Automation Services Marketing Management Small Business Marketing 120

Customer Experience Matrix

MARCH 23, 2011

Summary : Infusionsoft is making it easier to build campaigns and taken a new approach to helping clients plan their marketing programs. Both are needed for marketing automation to reach to a wider audience. Other savings come from running simple automated processes against that integrated data.

Work Management 120

Work Management Marketing Automation Services Marketing Management Marketing & Strategy 120

Customer Experience Matrix

NOVEMBER 18, 2011

As I wrote yesterday, no one knows exactly what we’ll want from our marketing automation systems in the future. The first wave of marketing automation features for social media is now several years old. Many marketing automation vendors have added mobile interfaces for the marketers and salespeople who work with them.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Paid Search Agency 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. Today’s marketers buy that way too. Marketers are marketers. How did we come to this?

Work Management 120

Work Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

OCTOBER 30, 2014

It can handle pretty much any type of data and includes advanced natural language processing to extract information from text. automation. has almost fully automated the data loading, variable selection, model building, and scoring processes. Client include both consumer and business marketers. external data.

Lead Ranking 120

Lead Ranking Enterprise Management Marketing Automation Services Work Management 120

Customer Experience Matrix

OCTOBER 29, 2015

It’s primarily used to set up data processing flows for data cleaning, matching, and lead routing. The Marketo integration reads only the lead object, although the activities object is being added. The Salesforce integration reads leads, contacts, opportunities, campaigns and accounts and will add custom objects.

Work Management 120

Work Management Marketing Management Marketing Automation Services Lead Ranking 120

Customer Experience Matrix

OCTOBER 20, 2016

The need for a Customer Data Platform – a marketer-controlled, unified, persistent, accessible customer database – applies equally to business and consumer marketing. Indeed, many of the firms I originally identified as CDPs were lead scoring and customer success management vendors who serve primarily B2B clients.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

NOVEMBER 4, 2010

It could supplement a traditional marketing automation system or perhaps replace one. When I reviewed Right On Interactive in a July 2009 post , the company was selling its 5Buckets marketing software as a multi-channel output generation tool that complemented conventional marketing automation systems.

Salesforce.com 120

Salesforce.com Lead Scoring Lead Ranking Marketing Automation Services 120

Customer Experience Matrix

AUGUST 22, 2016

Last week’s posts introduced our new Raab Guide to ABM Vendors ( buy it here ) and introduced a framework four process ABM steps, six system functions, and six key sub-functions. They may resell the data to marketers or use it themselves to support tasks such as account scoring or ad targeting. (To

Enterprise Management 120

Enterprise Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

JULY 30, 2009

Summary: Hubspot offers a bundle of Web traffic generation and lead management features in one low-cost package. 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.

Small Business Marketing 120

Small Business Marketing Bundling Work Management Paid Search Agency 120

Customer Experience Matrix

APRIL 28, 2009

lead transfer to CRM 18 5 8 0 2 2 35 0.94 CRM integration / synchronization 23 4 2 1 3 3 36 0.92 lead scoring 12 7 3 0 10 4 36.89 multi-step lead nurturing campaign 8 10 7 2 5 4 36 0.89 data cleansing process 10 7 1 3 7 8 36 0.78 lead transfer to CRM 18 5 8 0 2 2 35 0.94 lead transfer to CRM 0.55

Demand Generation 120

Demand Generation User-Generated Content Customer Surveys Lead Scoring 120

Customer Experience Matrix

JANUARY 8, 2009

He started from the perfectly reasonable premise that the demand generation system should give an overview of activity for all leads associated with a given company. But the wrinkle here is that most CRM systems in general, and Salesforce.com in particular, also have separate company and individual levels. So far so good.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Demand Work Management 120

Customer Experience Matrix

NOVEMBER 21, 2014

This makes it extremely flexible, which is very important in the fluid world of marketing information. Mongo is also fast and scalable and good for analytical processing in general. There are no standard integrations for marketing automation or CRM. marketing automation personalization predictive marketing'

Lead Ranking 120

Lead Ranking Ideal Customer Profiles Personalization Classified Ads 120

Customer Experience Matrix

JULY 27, 2009

Summary: Genius.com is adding a URL shortener that will tie social media responses into the regular flow of demand generation and lead management. It generates short URLs that directly connect social media responses with Genius.com’s standard marketing and sales support features.

Social Media 120

Social Media Marketing Automation Services Work Management Marketing Management 120

Customer Experience Matrix

NOVEMBER 18, 2009

B2b marketing automation) vendors, with links to my reviews where I've written one. Most offer a CRM option (typically priced at $10 to $20 per seat per month) for companies who don't want to pay for Salesforce.com. (Incidentally, there's one more B2BU session left this year, in Seattle on December 1.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Demand Generation Agencies Demand Generation 120

Customer Experience Matrix

FEBRUARY 2, 2010

It’s self-evident that digital marketing (mostly on the Internet, but also mobile, in-game, and eventually interactive TV) is a major change from both traditional mass media and more recent database marketing (mail, email, telemarketing, CRM). In other words, we’re talking about a loss of control over the marketing process.

Database Marketing 120

Database Marketing Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

MARCH 18, 2009

The system is a little above-average in that emails can contain if/then rules to display different images based on differences in lead data. But without a way to visualize the flow of leads from one campaign to another, it would be difficult to use MarketingView for complex programs. See my earlier posts on the topic.) ROI reporting.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Demand Enterprise Management 120

Customer Experience Matrix

JANUARY 24, 2015

I’m revving up for the next edition of our B2B Marketing Automation Vendor Selection Tool (VEST) report, which will include six first-time entries. The system has an impressively broad scope, adding full Web site creation to the usual all-in-one mix of email, lead scoring, landing pages, and CRM.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Paid Search Agency Marketing Report 120

Customer Experience Matrix

JUNE 25, 2008

In fact, LucidEra is releasing a new module for lead conversion analysis today to address this very need. Just 64% of the best-in-class vendors had this capability, even though 92% had a lead management or demand generation system. So, having tipped our hat to process, let’s talk about technology instead.

Work Management 120

Work Management Marketing Management Demand Generation Marketing Automation Services 120