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

FEBRUARY 13, 2014

The Interwebs have delivered an unusually rich trove of data about the marketing automation industry in the past few weeks. Taken together, these provide a clearer picture than usual of the state of marketing automation. Here’s how I see things. They are vastly more likely than average to have a system in place.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

FEBRUARY 9, 2012

New-ish marketing automation vendor NurtureHQ showed me its product recently. Clean interface, easy to use, all the standard marketing automation features. Definitely take a look if you’re in that market for that sort of product. Other vendors have asked the same questions and reached the same conclusions.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

JUNE 10, 2008

As I wrote last week , demand generation vendors have a hard time differentiating their systems from each other. Functionally, it covers all the demand generation bases: outbound email, landing pages, Web site monitoring, lead scoring, multi-step nurturing programs, prospect database, analytics, Salesforce.com integration.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketo Marketing Automation Services 120

Customer Experience Matrix

SEPTEMBER 1, 2009

Summary: Net-Results is simpler to use than comparable demand generation systems because it applies the same features to many tasks. When Net-Results ’ showed me their marketing automation system, the demonstration ended so quickly that I wondered what was missing.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Small Business Marketing Marketing Automation Services 120

Customer Experience Matrix

JANUARY 8, 2009

I had an interesting email conversation last month with a Raab Guide buyer about the nuances of company-level data management in demand generation systems. 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.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Demand Work Management 120

Customer Experience Matrix

JANUARY 7, 2010

Summary: the demand generation market will continue to grow in 2010, and it may attract some new, big competitors from outside the industry. But the real excitement will be features that expand the scope of demand generation products to support inbound marketing, better measurement, and more efficient content creation.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Work Management 120

Customer Experience Matrix

SEPTEMBER 23, 2010

Summary: Vendors who target small businesses include provide functions beyond traditional marketing automation. This helps business owners who need to generate revenue as efficiently as possible. But larger firms need to be efficient too: so expect all marketing automation systems to eventually expand in similar ways.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing 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. The process to set up multi-step campaigns (which the vendor calls “lead flows”) is now quite straightforward.

Loopfuse 120

Loopfuse Demand Generation Agencies Demand Generation Demand 120

Customer Experience Matrix

AUGUST 21, 2009

Summary: Aprimo Marketing Studio includes traffic generation features missing from nearly all existing marketing automation products. This broader scope should become standard as marketers try to truly integrate their programs. But in fact it’s a substantially broader scope than I’ve seen in other products.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Marketing Management Paid Search Agency 120

The Point

JULY 15, 2010

Salesforce.com is a dominant player in the CRM category and an integral part of many companies’ lead management, database marketing, and demand generation programs. DT: Well, the biggest misconception about Salesforce is that it’s something Sales reps like and Marketing folks don’t.

Salesforce.com 100

Salesforce.com Marketing Automation Services Budget Programs Work Management 100

Customer Experience Matrix

DECEMBER 2, 2010

It's looking more like a conventional small-business marketing automation system every day. HubSpot has always aimed to provide small businesses with one easy-to-use system for all their marketing needs. HubSpot has always aimed to provide small businesses with one easy-to-use system for all their marketing needs.

Small Business Marketing 120

Small Business Marketing Marketing Automation Services Hubspot Demand Generation Agencies 120

LeadSloth

MARCH 22, 2009

I’m working on an interesting project right now: moving away from a marketing automation system. The plan is to go back to using only Salesforce.com with some cheap add-on tools for email, form submission and data quality. The company in question has used a comprehensive marketing automation system for about 2 years.

Marketing Automation Services 100

Marketing Automation Services LEADSExplorer netFactor Leadlander 100

Customer Experience Matrix

MARCH 16, 2011

Summary: eTrigue's new product is aimed at small-to-mid size businesses who want an easier alternative to leading marketing automation systems. eTrigue officially announced its new DemandCenter marketing automation system on Tuesday, replacing an earlier product dating back more than five years.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Features 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. But there are also a few vendors who have bet in favor of merged systems, so it wouldn’t be fair to ignore their view entirely.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Automation 120

Vidyard

JULY 17, 2015

Kitchener, Ontario – July 15, 2015 – Demand Spring and Vidyard today announced a partnership to offer the industry’s first video marketing consulting service for B2B marketing and demand generation teams. Online video is one of the fastest growing and most effective areas of B2B marketing.

Marketing Automation Services 50

Marketing Automation Services Demand Generation Agencies Advertising Agencies Consulting 50

Customer Experience Matrix

JANUARY 4, 2012

The list of independent marketing automation systems shrank by one yesterday when Leadformix was purchased by sales enablement vendor CallidusCloud for $9 million. The price is surprisingly low for an established marketing automation vendor. In particular, LeadFormix infers visitors' “intent” (i.e.,

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

JULY 17, 2009

Summary: Right On Interactive's 5Buckets connects lists from external customer management systems with many types of output vendors (email, print, fax, text message, automated voice). It's a low-cost, easy-to-use alternative to more powerful marketing automation systems for companies who don't need other marketing automation features.

Multi-Channel 120

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

Vidyard

JULY 17, 2015

Kitchener, Ontario – July 15, 2015 – Demand Spring and Vidyard today announced a partnership to offer the industry’s first video marketing consulting service for B2B marketing and demand generation teams. Online video is one of the fastest growing and most effective areas of B2B marketing.

Marketing Automation Services 50

Marketing Automation Services Demand Generation Agencies Advertising Agencies Consulting 50

Customer Experience Matrix

MARCH 25, 2009

recently on the idea that the boundaries between marketing and sales are breaking down because leads now interact with both departments throughout the purchase cycle. This is clearly inevitable: if nothing else, leads still visit your Web site (controlled by marketing) even after they are “turned over” to sales.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Demand Salesforce.com 120

Customer Experience Matrix

MARCH 18, 2009

I originally spoke with Treehouse Interactive in late January, but didn’t write about them because weren’t quite ready to talk about their Salesforce.com integration. Since that’s critical to many demand generation users, I didn’t want to give a false impression by leaving it out. So now the story can be told.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Demand Enterprise Management 120

The Mx Group

OCTOBER 18, 2017

I’m learning all about it as we deploy ABM efforts for our clients and ourselves as we market our agency. As an experienced marketing practitioner, I figured if I had questions about how to get started with account-based marketing, so might you! So what’s the deal — is account-based marketing totally new?

Account Based Marketing 72

Account Based Marketing Demand Generation Agencies Marketing Automation Services Salesforce.com 72

Customer Experience Matrix

OCTOBER 19, 2010

Summary: Alsa Marketing is a late entry to small business marketing automation. It’s harder every day for a new company to enter the business-to-business marketing automation industry. The vendor argues that this removes a critical roadblock for many marketers, who have trouble building such workflows on their own.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120

The Point

SEPTEMBER 6, 2011

When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. That was the experience for iDirect , a leading provider of satellite IP communications based in Herndon, Virginia. All this presents real challenges for both demand generation and lead management.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

Directive Agency

MARCH 7, 2019

Nadya Khoja is the Chief Growth Officer at Venngage infographics, and the creator of Drunk Entrepreneurs, a web series and podcast dedicated to interviewing industry-leading founders, CEOs and entrepreneurs on their successes, struggles, and strategies. Michelle Killebrew. Nancy Duarte. Melanie Deziel. Maria Pergolino.

Demand Generation Agencies 111

Demand Generation Agencies Enterprise Management Work Management Marketing Management 111

ANNUITAS

OCTOBER 9, 2014

Sales has always used an account-based approach while evaluating the leads they receive from marketing, as the first thing they look at is if the lead is from a company they believe could become a potential customer. There is a problem, however, with the account-based marketing approach.

Account Based Marketing 100

Account Based Marketing Marketing Automation Services Demand Generation Agencies Demand Generation 100

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

JUNE 18, 2008

Market2Lead offers the usual list of demand generation functions: outbound email, Web forms and landing pages, automated lead nurturing, integration with sales, and campaign return on investment analysis. Nearly all demand management systems have built-in email engines and Web servers for forms and microsites.

Market2Lead 120

Market2Lead Enterprise Management Demand Generation Agencies Demand Generation 120

ANNUITAS

JUNE 12, 2014

Sales has always used an account-based approach while evaluating the leads they receive from marketing, as the first thing they look at is if the lead is from a company they believe could become a potential customer. There is a problem, however, with the account-based marketing approach.

Account Based Marketing 100

Account Based Marketing Marketing Automation Services Demand Generation Agencies Sales Qualified Leads 100

Customer Experience Matrix

AUGUST 12, 2010

But I think its strategy of offering an intermediate product between email marketing and full marketing automation may actually be more useful in attracting new customers. LoopFuse also provides automated Salesforce.com integration, but doesn’t have Genius’s Web tracking technology.

Work Management 120

Work Management Marketing Automation Services Marketing Management Loopfuse 120

The Mx Group

AUGUST 1, 2018

You need to be knowledgeable about a broad array of concepts and strategies, so it’s important to have a go-to library of resources and tools to help you stay on top of your game. Marketo is a SaaS platform designed to help B2B organizations automate and measure marketing engagement, tasks and workflows. SiriusDecisions.

Resources 79

Resources B2B Marketing Marketing Automation Services Salesforce.com 79

Webbiquity

FEBRUARY 26, 2013

Two common business terms combined describe the an increasingly popular outreach tool: marketing automation. According to marketing research firm Raab Associates , the marketing automation system industry will reach $750 million in 2013, growing 50 percent from 2012. What is Marketing Automation?

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Work Management Marketing Management 100

Customer Experience Matrix

JULY 21, 2009

It shows how specialized software can be much better at one function than general purpose systems. The latest stop on my little tour of not-really-demand-generation systems is Jesubi. I would have guessed recruiting services or maybe offshore outsourcing.

Efficiency 120

Efficiency Marketing Automation Services Work Management Marketing Management 120

Webbiquity

AUGUST 29, 2011

Should you look at something beyond a CMS—a web marketing system (WMS), that provides additional functions like customer relationship management (CRM) and email? There’s no shortage of options, and the decision is an important one: you’ll be “married&# to the platform you choose for as long as your current site is up.

CMS Development 100

CMS Development Small Business Marketing Work Management Marketing Automation Services 100

The Mx Group

NOVEMBER 17, 2017

Marketing Expertise. B2B Marketing Strategy. Account-Based Marketing. Demand Gen and Lead Management. Marketing Automation Optimization. Marketing Technology Outsourcing. Sales and Marketing Alignment. How do you assign revenue opportunities that are unique to ABM-generated accounts?

Account Based Marketing 95

Account Based Marketing ABM Marketing Automation Services Demand Generation Agencies 95

Customer Experience Matrix

JULY 20, 2009

Summary: Active Conversion helps marketing and sales departments make the best use of leads they’ve generated outside the system. That's fewer functions than traditional demand generation, but if those are the functions you need, who cares? Leads can enter from channels other than email.

Active Conversion 120

Active Conversion Lead Scoring Lead Ranking Lead Management 120

Customer Experience Matrix

APRIL 26, 2011

Summary: MakesBridge offers a full set of marketing automation features with some special strengths that will appeal especially to small companies. I’ve written quite a bit recently about marketing systems for very small businesses – a category I’ve tentatively labeled “micro-business” and pegged at under $5 million revenue.

Small Business Marketing 120

Small Business Marketing Work Management Features Marketing Management 120