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

APRIL 21, 2009

My own take is that the main factor is how well the marketers know what they want to do – that is, do they understand their data, know what marketing campaigns they want to set up, have the materials in hand and process flows defined, know what their scoring rules should be, etc. Of course, I’ll report on results when I have some.

Demand Generation 120

Demand Generation Customer Surveys Demand Generation 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

DECEMBER 9, 2008

I noticed a visitor to the Raab Guide to Demand Generation Systems site from a new source the other day, which turned out to be a mention on blog by Jason Stewart of Demandbase. Pergolino’s blog also has an entry with a long list of “ Marketing Automation People on Twitter ”, which has already wasted several hours of my precious time.

Demand Generation 120

Demand Generation Demand Generation Marketing Automation Services 120

Customer Experience Matrix

JUNE 2, 2009

Summary: marketing vendors offer several types of social media applications. InsideView is already integrated with major CRM vendors and with the Marketbright demand generation system. It can also search other Web sites for email addresses containing the targeted domain. Social media is this month’s Trend of the Year.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Marketing Management 120

Customer Experience Matrix

MAY 24, 2009

Summary: let's not forget that most companies are still not even doing simple demand generation. Systems for that might succeed even though advanced integration between sales and marketing is the long-run trend. And, my car hit a deer. I hit a deer last Thursday while driving to Boston for the Sales 2.0 conference.

Demand Generation 120

Demand Generation Enterprise Management Marketing Management Demand 120

Customer Experience Matrix

MARCH 5, 2009

I spent a good part of yesterday talking with demand generation vendors about the usability scores I've been publishing all week. Usability requirements are roughly similar for all marketers. Yes, some features apply more to simple marketing programs and others to complex programs. 0 0 0 0 0.5 0 0 0 0 0.5

Lead Scoring 120

Lead Scoring Lead Ranking Demand Generation Work Management 120

Customer Experience Matrix

MAY 5, 2009

Summary: My survey of demand generation deployments found that some companies deploy many features immediately, while others take two or three months to reach the same stage. A fast start depends on ample preparation. What's really interesting is the details themselves - go ahead and dig into the paper and see what you find.

Demand Generation 120

Demand Generation Customer Surveys Demand Generation 120

Customer Experience Matrix

JULY 28, 2010

Summary: Manticore Technology released some modest enhancements to its demand generation platform today. The company takes a conservative approach to marketing automation, stressing the importance of process over flashy software. Manticore Technology today released the latest version of its marketing automation system.

Manticore 120

Manticore Marketing Automation Services Demand Generation Agencies Marketing Management 120

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. Giese’s conclusion was that marketers’ overwhelming need is simplicity.

Demand Generation 120

Demand Generation Digital Asset Management Demand Marketing Management 120

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 3, 2009

Usability Items for Simple Marketing Programs (note: this is a slightly revised version of the original post, reflecting vendor feedback.) Yesterday's post described the background of this usability scoring project and gave scores for several items that apply to both simple and complex marketing programs. Simple 2 4 4 6 6 2.5

Demand Generation 120

Demand Generation Lead Scoring Lead Ranking Manticore 120

Customer Experience Matrix

JUNE 25, 2008

When I was researching last week’s piece on Market2Lead , one of the points that vendor stressed was their ability to create a full-scale marketing database with information from external sources to analyze campaign results. They even cited one demand generation vendor that had turned to them for help. (In

Work Management 120

Work Management Marketing Management Demand Generation Marketing Automation Services 120

Customer Experience Matrix

JULY 29, 2008

I’ve been pondering recently how to classify demand generation systems. Their ratings are based on market positions, with categories such as “leaders”, “visionaries”, and “contenders”. Right--classifying demand generation systems. For many marketing departments, that’s plenty. Now I feel better.

Demand Generation 120

Demand Generation Work Management Demand Marketing Management 120

Customer Experience Matrix

OCTOBER 31, 2008

The fourth and final item I had planned to add to the Demand Generation Guide Web site was posted yesterday. This is a spreadsheet on calculating the business value of a demand generation system. Tags: marketing automation lead management software selection raab guide demand generation.

Demand Generation 120

Demand Generation Lead Scoring Lead Ranking Demand 120

Customer Experience Matrix

JULY 15, 2009

Last week’s post on Web traffic rankings of demand generation vendors generated a couple of private responses from vendors, pointing out that the Alexa statistics include traffic to operational subdomains for client landing pages and user log-in. Client subdomains would presumably not be captured in the Alexa statistics.

Marketing Automation Services 120

Marketing Automation Services Work Management Demand Generation 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

MARCH 18, 2009

Since that’s critical to many demand generation users, I didn’t want to give a false impression by leaving it out. It’s actually quite a long story, dating back to the company’s initial sales automation system in 1997, followed by its MarketingView demand generation product in 1999. So now the story can be told.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Demand Enterprise Management 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

APRIL 28, 2009

Summary : a small survey of demand generation users shows that more than half deployed basic demand generation features within one week , and about 75% within one month. More complicated features take longer, but in general, 80% of the features ever deployed are in place by the end of two months. So far so good.

Demand Generation 120

Demand Generation User-Generated Content Customer Surveys Lead Scoring 120

Customer Experience Matrix

NOVEMBER 19, 2008

As you might imagine, I’ve been trying to decide how to expand the set of products covered in the Raab Guide to Demand Generation Systems. My original plan had been to add several marketing automation vendors with significant presence in this market. The tentative list is Unica , Aprimo , Alterian , and Neolane.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vtrenz Demand Generation Agencies 120

Customer Experience Matrix

MAY 5, 2016

Maybe you think Account Based Marketing is utterly revolutionary or maybe you think it’s nothing new at all. Or maybe, like me, you’ve decided that getting marketers to think in terms of accounts is a modest but real change whose true significance is that it finally aligns marketers with how the way salespeople have worked all along.

Account Based Marketing 120

Account Based Marketing Marketing Automation Services Service Paid Search Agency 120

Customer Experience Matrix

JANUARY 23, 2017

Not the ABMU mascot It sometimes seems that Account Based Marketing is really Marketing Automation 2.0, in that many people leading the charge to ABM were also involved in launching B2B marketing automation ten years or so ago. How none of us has aged a day is a mystery we shan't discuss.

Account Based Marketing 120

Account Based Marketing Planning B2B Thought Leadership ABM 120

Customer Experience Matrix

MARCH 17, 2014

I took a preliminary peek at the results of the marketing automation deployment survey that VentureBeat and I have been fielding for the past few weeks. One of the rarely-spoken truths about B2B marketing automation is that a sizable minority of users – roughly one-third in most surveys – are not happy with their results.

Marketing Automation 120

Marketing Automation Buy Automation Demand Generation 120

Customer Experience Matrix

AUGUST 13, 2013

As I noted in a post last year , there is a universe of specialized marketing automation systems for companies that sell through channel partners. Pricing starts around $3,000 per year plus $100 per user per month, which is usually less than the cost of marketing automation and sales automation systems that NitroMojo would replace.

Marketing Automation Services 120

Marketing Automation Services Advertising Agencies Marketing Management Marketing Automation 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. A few weeks back, I wrote about social marketing features from consumer marketing automation vendors. I got details from two of them last week.

Act-On 120

Act-On Marketing Management Marketing Automation Services Features 120

Customer Experience Matrix

JANUARY 31, 2010

Summary: Aprimo Marketing Studio offers powerful features in an on-demand system for sophisticated business and consumer marketers. When I wrote about Aprimo Marketing Studio in a post last August , I was impressed by the scope of the product but reserved judgment because it hadn’t yet been launched. You know who you are.

Paid Search Agency 120

Paid Search Agency Work Management Marketing Management Resource Management 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. Of course, I’m generalizing about sets of vendors so there will be individual exceptions.

Marketing Automation Services 120

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

Customer Experience Matrix

OCTOBER 15, 2013

As I mentioned in last week''s post , I’m writing a paper on stages of marketing automation deployment. The premise of the paper and Webinar is marketing automation has a problem: clients who don’t move beyond basic email functions are unhappy. The paper itself will be available to Webinar attendees.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation BtoB 120

Customer Experience Matrix

SEPTEMBER 22, 2010

Marketo yesterday released Winning the Marketing Measurement Marathon , a white paper that I wrote for them. I'll also be speaking with Marketo in an October 7 Webinar hosted by American Marketing Association. I'll also be speaking with Marketo in an October 7 Webinar hosted by American Marketing Association. Please join us.

Paper 120

Paper Webinar Metrics Marketo Demand Generation 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. Could marketers finally be ready to spend on measurement? At least three vendors (Eloqua, Marketo and Silverpop) introduced new features aimed at improving marketers’ ability to use social media.

Marketing Automation Services 120

Marketing Automation Services Manticore Market2Lead Marketing Automation 120

Customer Experience Matrix

JUNE 4, 2014

The marketing automation user survey I mentioned last March has finally been published on the VentureBeat site (you can order it here ). The underlying logic runs along the lines that all major marketing automation systems have similar features, and certainly they share a core set that is more than adequate for most marketing organizations.

Marketing Automation Services 120

Marketing Automation Services Customer Surveys Marketing Automation Planning 120

Customer Experience Matrix

FEBRUARY 4, 2014

I’ve just published the latest edition of our B2B Marketing Automation Vendor Selection Tool (VEST), with updated entries on all your favorites and several new entries to boot. Yes, there’s continued growth in various aspects of social media marketing and in mobile-friendly content creation. mid-market leadership may be up for grabs.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Top of Funnel 120

Customer Experience Matrix

JUNE 13, 2016

When I first starting thinking about Account Based Marketing, I assumed that an ABM system would let marketers replicate at scale how sales teams manage key accounts: that is, to analyze each account in depth, set goals specific to that account, and then execute against those goals.

Account Based Marketing 120

Account Based Marketing Marketing Automation Services Work Management Buy 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. It does depend on marketing setting up the definitions, rather than letting sales people create their own. Marketo lets sales reps send emails and add prospects to demand generation campaigns.

Marketo 120

Marketo Work Management Marketing Automation Services Eloqua 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. If anyone else cares to expand on this list, even better. Neolane “ Making the Business Case for Enterprise Marketing Software ”.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Marketing Automation Marketing Qualified Leads 120

Customer Experience Matrix

FEBRUARY 12, 2009

The point of the story, other than showing why economists are poor comedians, is that the market is not always perfectly efficient. Now we come to Infusionsoft , which offers marketing automation, CRM and ecommerce for as little as $199 per month. If not, the marketing automation functions in Infusionsoft are worth considering.

Pricing 120

Pricing Price Impressions Marketing Management 120