Customer Experience Matrix

OCTOBER 15, 2015

But the new Everstring product isn’t the usual sharing of a prospect list with an ad platform, as in display retargeting, Facebook Custom Audiences , or LinkedIn Lead Accelerator. Rather, it finds prospects who are not yet on the marketer’s own list by scanning ad exchanges for promising individuals.

Marketing Management 120

Marketing Management Paid Search Agency Lead Ranking Ad Exchange 120

Customer Experience Matrix

MARCH 16, 2016

to build personas by analyzing a sample of your existing customers. It currently offers two products: Prospect IQ to find new prospects and Conversion IQ to market to names already in the client's database. For Prospect IQ campaigns, users can define a target audience based industry, company size, location, and persona.

Ad Building 120

Ad Building Work Management Ideal Customer Profiles Marketing Management 120

Customer Experience Matrix

JUNE 14, 2013

Every marketer recognizes that the Web and social media could be rich sources of information about customers and prospects. I recently wrote about Lattice Engines , which has assembled these pieces to create prospect lists. Mintigo has also been mining Web and social data to build prospect lists, starting in 2011.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Social Marketing Ideal Customer Profiles 120

Customer Experience Matrix

MAY 24, 2016

The first was that customer systems should read most data directly from the system that created it rather than loading that data into a master database. It’s certainly true that the sheer volume of customer-related data has increased to the point where replicating it all into a central system would be a massive project.

Mobile Marketing 136

Mobile Marketing Conference CRM Mobile Advertising 136

Customer Experience Matrix

FEBRUARY 25, 2015

The talk had turned to the industry in general and I was ticking through my usual list of trends – external data, predictive modeling, sales enablement, advanced attribution, adtech and martech integration, local/partner marketing systems, all-in-one systems, content creation support, and of course customer data platforms.

Marketing Automation Services 120

Marketing Automation Services Top of Funnel Marketing Funnels Marketing Automation 120

Customer Experience Matrix

JUNE 11, 2015

Highspot mostly does what you’d expect from this sort of system: it lets users load content and sales people, tracks who sends which content to which prospects, and reports on results. Users can view, download, bookmark or email the selected content or do a live pitch to a prospect. A dashboard can highlight new and featured content.

Top of Funnel 120

Top of Funnel Salesforce.com Advertising Funnels Advertising Agencies 120

Customer Experience Matrix

JUNE 13, 2016

The prospect of seamlessly integrating third party data with a company’s own sales and marketing products is intriguing, although neither Salesforce nor Oracle has done much with it. Other vendors like Nimble and HubSpot have done a better job of simplifying access to third party data about an individual or company.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Linkedin 120

Customer Experience Matrix

AUGUST 29, 2013

My discussion last week of Infer , Mintigo , and Lattice Engines raised the question of what other B2B data vendors might be considered Customer Data Platforms. So far as I know, none of them maintains a permanent copy of a client’s own customer file, which is the essence of being a Customer Data Platform.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Ideal Customer Profiles 120

Customer Experience Matrix

JULY 7, 2015

I’ve been thinking about this because so my own predictions are premised on increasingly detailed knowledge about customers and prospects. But a quick look at today’s data shows that is far from true.

Paid Search Agency 120

Paid Search Agency Planning Ideal Customer Profiles Ad Exchange 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. Marketers pay $1 per name for prospects.

Marketing Automation Services 120

Marketing Automation Services Advertising Agencies Marketing Management Marketing Automation 120

Customer Experience Matrix

FEBRUARY 10, 2017

Lead Genius then identifies major file segments within the customer base and finds similar companies in the broader universe, estimating potential buyers and revenue by segment. Those are the firms that can most benefit from its comprehensive data, market analyses, and prospect lists. Pricing is tailored to each client.

Marketing AI 120

Marketing AI Account Based Marketing Lead Scoring Lead Ranking 120

Customer Experience Matrix

FEBRUARY 18, 2016

Vendors including Highspot , SnapApp , Ceros , Uberflip , and ion interactive all let marketers track customer behaviors within a piece of content – such as how much time is spent on each page or even regions within a page. Captora is focused on paid and organic search marketing, so it can’t pick which ads to display to which prospects.

Conference 120

Conference Marketing Automation Services Content Customer Satisfaction 120

Customer Experience Matrix

MAY 17, 2016

The joke in that is, there’s no such thing: you’d no more want a separate ABM stack than you’d want a stack for people in California or customers in the insurance industry. My own talk, not surprisingly, will be about the technology behind ABM – or, more precisely, how to build an ABM marketing technology stack.

Account Based Marketing 149

Account Based Marketing Conference ABM Funnel Advertising 149

Customer Experience Matrix

MARCH 6, 2016

I spent part of last week at ICON16, Infusionsoft ’s annual combination of customer conference, revival meeting, and group therapy session for small business owners. company services customers (2015) revenue (2015) revenue / customer GoDaddy domain registration, Web site hosting 13.8 million $1.6 million $1.6

Small Business Marketing 120

Small Business Marketing Work Management Marketing Management Planning 120

Customer Experience Matrix

FEBRUARY 6, 2014

Both of the acquired vendors had bright prospects at one time but fell by the wayside. 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.

Loopfuse 120

Loopfuse Marketing Automation Services Banners Vendors 120

Customer Experience Matrix

APRIL 17, 2015

Specifically, it hasn’t let users set up custom objects (although they’ve been able to import custom objects from Salesforce.com or Microsoft Dynamics CRM ). Indeed, even $300 per month Ontraport is about to add custom objects (and does a good job of explaining the concept in a typically wry video ).

Marketo 120

Marketo Enterprise Management Mobile Advertising Salesforce.com 120

Customer Experience Matrix

MAY 4, 2011

Intuit has more than 4 million customers, compared with 90,000 for Salesforce.com. The lack of accounting data is an important gap, because the accounting system is the ultimate source for information on customer identities and transactions. But it does make sense. The revenue differential isn’t as large ($3.5 billion for Intuit).

Salesforce.com 120

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

Customer Experience Matrix

JANUARY 20, 2016

But while the promise of intent data is irresistible – “reach prospects with demonstrated interest in your product!” – the reality is less appealing. They can also be based on use of specific technologies, allowing marketers to target competitors’ customers. The next step is to specify keywords to use as indicators of intent.

Intent Data 120

Intent Data Intent Lead Ranking Marketing Automation Services 120

Customer Experience Matrix

JANUARY 19, 2016

It also lets the system bid on advertising to non-customers as well as messages to current customers. Customers and prospects are identified through Web cookies, hashed (anonymized) email addresses linked to cookies, and third party services for device targeting. OneSpot also has its own real-time bidding engine.

Automation 120

Automation Classified Ads Paid Search Agency Multi-Channel 120

Customer Experience Matrix

MAY 12, 2015

The first is a structure that links customers to their original salesperson, even if they later contact the organization through a Web search or visit to the corporate Web site. This is especially important for businesses that pay commissions to the customer’s original salesperson. Salespeople can also set up their own contents.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Microsite Automation 120

Customer Experience Matrix

DECEMBER 19, 2011

He describes Influitive in a larger context of “social nurturing” by peers of a company’s prospects and “convergence of demand generation with customer marketing” since customers now provide the bulk of public information about a company. It has 16 customers, about half above the 20 advocate minimum.

Work Management 120

Work Management Peer-to-peer Marketing Management Planning 120

Customer Experience Matrix

AUGUST 8, 2015

So most third-party intent data is based on visits to Web pages whose content attracts prospective buyers of specific products. So the intent lists are often considered prospects to be touched through email, targeted advertising, and other low-cost media. How is it sold? There are two primary formats. More ways than you might think.

Intent Data 120

Intent Data Intent Bombora Top of Funnel 120

Customer Experience Matrix

JANUARY 15, 2010

Its concept of "Meaning Based Marketing" comes quite close to my idea of "content grazing" as a way to reduce marketing complexity while delivering the right content to each customer or prospect. But the core components of meaning extraction and self-adjusting content selection are certainly present in Autonomy's description.

Multivariate analysis 120

Multivariate analysis Enterprise Management Automation Work Management 120

Customer Experience Matrix

MARCH 4, 2014

It''s tempting to position Vendemore and similar firms at the top of the marketing funnel, as a way to connect with new prospects that have not yet identified themselves to a company. In two of those three cases, the result is actually to move further down the funnel, to existing customers, rather than higher up.

Top of Funnel 120

Top of Funnel Advertising Funnels Paid Search Agency Display 120

Customer Experience Matrix

AUGUST 22, 2016

To put things in a broader context, “external data” can be contrasted with “internal data”, which comes from a company’s own systems for CRM, marketing automation, Web analytics, order processing, customer support, etc. data verification methods (phone call, test for email bounces, compare against other sources, etc.)

Enterprise Management 120

Enterprise Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

OCTOBER 26, 2009

Summary: a new survey suggests that marketers are less focused on lead generation than on final sales, growing current customers and building online communities. I don’t know quite what to make of the 2009 Survey on Marketing, Media and Measurement released earlier this month by custom content company King Fish Media. -

Social Media 120

Social Media Customer Surveys Social Marketing Media 120

Customer Experience Matrix

APRIL 3, 2013

Reachforce’s core business is assembling data on marketing prospects, which it then sells for as many uses as possible: appending to Web leads, enhancing existing databases, and buying as lists. (See my post from last October for more on SetLogik.) There’s an obvious peanut butter-meets-jelly type of logic to this match.

Reachforce 120

Reachforce Buy Marketing Management B2B Marketing 120

Customer Experience Matrix

JUNE 27, 2014

It’s been a while since I wrote about Customer Data Platforms , but only because I’ve been distracted by other topics. Clients can adjust the breakpoints to create custom performance ranges. b2b lead scoring customer data platform marketing automation predictive lead scoring'

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Reachforce 120

Customer Experience Matrix

AUGUST 26, 2010

The difference is that PinPoint scales to tens of millions of customer records, while DataPoint is limited to 100,000 customers, one million prospects, fifty data fields and quarterly file updates. Pricing is $2,000 per month, probably less than half what most marketing automation vendors charge for a 100,000 name installation.

Work Management 120

Work Management Marketing Automation Services Marketing Management Cost 120

Customer Experience Matrix

FEBRUARY 13, 2014

Mintigo sagely warns that industry penetration rates are not the same as share of marketing automation customers, since some industries are bigger than others. Software Advice does show the number of prospective buyers by industry: not surprisingly, tech is still the most common industry among new buyers. million for HubSpot and $85.1

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

JULY 21, 2009

Summary: Jesubi is designed to make sales prospecting as efficient as possible. You may not want to replace your CRM system with Jesubi, but dedicated prospecting teams should take a close look. Indeed, what impressed me about Jesubi was its very tight focus on prospecting productivity. Just thought I’d point that out.

Efficiency 120

Efficiency Marketing Automation Services Work Management Marketing Management 120

Customer Experience Matrix

FEBRUARY 27, 2013

Of course, it’s still possible that someone would purchase the company instead, but the asking price is probably too high, and the prospect of an IPO just made it higher. The fundamental reason is that marketing is ever-more-closely related to other business activities, as companies strive to provide an integrated customer experience.

Eloqua 120

Eloqua Marketo Marketing Automation Services Marketing Management 120

Customer Experience Matrix

APRIL 15, 2015

Those struck me as strategically valuable, helping to secure Marketo’s place at the center of its users’ customer management infrastructure. Some products sell mostly to smaller companies, some to companies with many different products, some to customers who want new prospect names, some who want to incorporate external behaviors, and so on.

Lead Ranking 120

Lead Ranking Marketing Automation Services Marketo Marketing Automation 120

Customer Experience Matrix

MAY 2, 2012

million, although it has been growing at a blistering pace – more than doubling last year – and now has over 35,000 customers. Still, the move makes perfect strategic sense, giving Intuit a stronger foothold in the marketing side of its small business customer base. That’s a hefty sum for a company with a reported revenue of $37.5

Marketing Automation Services 120

Marketing Automation Services Marketing Management Small Business Marketing Vendors 120

Customer Experience Matrix

JUNE 9, 2009

Summary: Marketo's new Sales Insight ranks prospects for sales people, based on recent Web and email activities. Marketo today officially launched “Sales Insight”, an application that makes prospect activity history directly available to sales people from within Salesforce.com. There are some subtle differences.

Marketo 120

Marketo Work Management Marketing Automation Services Eloqua 120

Customer Experience Matrix

SEPTEMBER 17, 2009

The press release is frustratingly vague (“With the ability to engage socially active customers and prospects in their preferred networks, marketers can link that knowledge to relevant communications that ignite conversations on behalf of the brand.”) The main application of this information is sending targeted emails.

Social Media 120

Social Media Segmentation Marketing Management Media 120

Customer Experience Matrix

FEBRUARY 2, 2010

Database marketers strive to gather ever-more information about their customers and (to a lesser extent, because less data is available) about their prospects. Again, this is a matter of degree: deciding which choices to present itself requires predictions about which items the customers will prefer. Sorry for the rant.

Database Marketing 120

Database Marketing Work Management Marketing Management Marketing Automation Services 120