Customer Experience Matrix

DECEMBER 14, 2009

Summary: Social Agency’s Spredfast helps marketers schedule social media campaigns the same way they schedule paid advertising. If social media worked the same way, companies would first buy a monitoring system to track what’s being said, followed by tools to respond to comments made by others.

Social Media 120

Social Media Paid Content Enterprise Management Work Management 120

Customer Experience Matrix

OCTOBER 26, 2009

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. - Media Preferences The main thrust of the survey was how marketers view different media. I’m not sure I trust the data, but it’s a pretty picture nevertheless.

Social Media 120

Social Media Customer Surveys Social Marketing Media 120

Customer Experience Matrix

JULY 16, 2009

Summary: Alterian's purchase of Techrigy marks the first integration of serious social media management with marketing automation. Marketing automation vendor Alterian yesterday announced its acquisition of social media monitoring company Techrigy. What really impresses me is that Techrigy is a serious social media monitoring solution.

Marketing Management 120

Marketing Management Acquisitions Social Media Marketing Automation Services 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

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 ). But social is clearly growing fast and has great potential.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Social Media 120

Customer Experience Matrix

AUGUST 12, 2010

On Monday, Genius.com announced “the first free, instant-on demand generation solution”, a description carefully crafted to distinguish their offering from the free version announced by LoopFuse in June. The same method is used in Web advertising, email links and linked embedded within social media messages.

Work Management 120

Work Management Marketing Automation Services Marketing Management Loopfuse 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. Social media. At least three vendors (Eloqua, Marketo and Silverpop) introduced new features aimed at improving marketers’ ability to use social media. Here’s a quick look at what I found.

Marketing Automation Services 120

Marketing Automation Services Manticore Market2Lead Marketing Automation 120

Customer Experience Matrix

MARCH 4, 2014

My post last month on DemandBase and Bizo ’s products to target Web display ads at individual businesses resulted in a call from Vendemore , a Stockholm, Sweden-based firm that has been providing similar services for seven and a half years. I still do expect to see marketing automation systems move up-funnel towards acquisition.

Top of Funnel 120

Top of Funnel Advertising Funnels Paid Search Agency Display 120

Customer Experience Matrix

AUGUST 21, 2009

. - Consumer-oriented systems generally limit themselves to outbound email and multi-step campaigns, and sometimes provide real-time recommendations to call centers and Web sites. Of course, I’m generalizing about sets of vendors so there will be individual exceptions. The demand generation vendors have been much more dynamic.

Marketing Automation Services 120

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

Customer Experience Matrix

MAY 27, 2009

Eloqua yesterday announced Eloqua Prospect Profiler , which makes it easier for salespeople to review prospect behaviors that are captured by the demand generation system. Replacing the relationship-building is more difficult, but demand generation systems can help somewhat by responding appropriately to prospect behaviors.

Eloqua 120

Eloqua Paper Profiling Marketing Automation Services 120

Customer Experience Matrix

AUGUST 28, 2014

APIs can load data from other sources, potentially including other CRM marketing automation products, Web logs, order processing, call centers, media impressions, and pretty much anything else. 6sense b2b demand generation b2b lead scoring predictive marketing predictive modeling sales prospecting web scanning web scraping'

Lead Ranking 120

Lead Ranking Activities Lead Scoring Marketing Automation Services 120

Customer Experience Matrix

AUGUST 14, 2014

These firms scan company Web sites, social media, news sites, directories, and other sources to identify companies, extract attributes like revenue, growth rates, and technologies used, and flag events that might indicate a sales opportunity, such as opening a new office, launching a new product, or hiring new management. .

Lead Ranking 120

Lead Ranking Work Management Marketing Management Lead Scoring 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. The system can also execute SQL queries.

Multi-Channel 120

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

Customer Experience Matrix

JULY 30, 2009

Although Hubspot positions itself as an “inbound marketing system,” it actually does more than the search engine optimization, blogging, social media interactions and related analytics needed to generate Web traffic. Hubspot also includes some functions that extend beyond traditional demand generation.

Small Business Marketing 120

Small Business Marketing Bundling Work Management Paid Search Agency 120

Customer Experience Matrix

FEBRUARY 4, 2014

Yes, there’s continued growth in various aspects of social media marketing and in mobile-friendly content creation. b2b marketing automation demand generation systems lead generation systems marketing automation industry size marketing automation vendor rankings marketing software raab report VEST report'

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Top of Funnel 120

Customer Experience Matrix

JANUARY 31, 2010

For more on vendor classifications, see my list of demand generation vendors from last November.) In other words, Marketing Studio competes with high-end demand generation systems like Eloqua , Market2Lead and Neolane. Trigger dialogs have most of the same capabilities except for the advanced segmentation.

Paid Search Agency 120

Paid Search Agency Work Management Marketing Management Resource Management 120

Customer Experience Matrix

AUGUST 10, 2010

The always-insightful Adam Needles is running a series of blog posts this week that summarize the “real state” of B2B demand generation. Marketers face continued rapid change in the methods and media they have available. Marketers need people, processes and technology that allow them to react quickly to new opportunities.

Process 120

Process Marketing Management Marketing Automation Services Demand Generation 120

Customer Experience Matrix

FEBRUARY 1, 2010

The really cool digital marketing stuff, including Web site development, Web advertising and most recently social media, has been executed by a different set of digital marketing agencies, specialist software vendors, and, ironically, media buyers at traditional ad agencies. Industry vendors who support them will thrive.

Database Marketing 120

Database Marketing Paid Search Agency Demand Generation Agencies Paid Content 120

Customer Experience Matrix

OCTOBER 19, 2010

These include support for multivariate tests on landing pages (but not emails); automated posting of Jigsaw and social media data into lead profiles; fractional revenue attribution; and SugarCRM synchronization. Also can capture results of Google Adwords campaigns and has a URL-shortener to track traffic from social media.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120

Customer Experience Matrix

AUGUST 22, 2013

Like the others, Infer builds a proprietary database of pretty much every company on the Internet by scanning Web sites, blogs, social media, government records, and other sources for company information and relevant events.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Ideal Customer Profiles 120

Customer Experience Matrix

SEPTEMBER 16, 2010

I do have a minor ulterior motive in posting this list. Those of you familiar with the Raab Guide to Demand Generation Systems know it already contains very detailed information on major vendors ( Aprimo , Eloqua , Genius.com , Manticore Technology , Marketbright , Marketo , Neolane and Silverpop ).

RFP 120

RFP Marketing Automation Services Marketing Automation Automation 120

Customer Experience Matrix

DECEMBER 19, 2011

Marketers recognize the potential reach of social media, but are rightly frightened that they can’t control the message. Most social marketing applications sidestep the issue by focusing on creating communities ( Jive , Lithium ), monitoring conversations (Radian6 , Trackur ) and running promotions ( CrowdFactory , Nextbee ).

Work Management 120

Work Management Peer-to-peer Marketing Management Planning 120

Customer Experience Matrix

JUNE 16, 2010

It then lists the key system function for each category and the specific features related to those functions. The first column describes the media you'll use and the second lists business characteristics contributing to program complexity. Required media can be directly compared with the media supported by potential vendors.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Work Management Marketing Management 120

Customer Experience Matrix

APRIL 20, 2010

For example, the State of Inbound Marketing 2010 survey from Hubspot found that outbound leads (from telemarketing, trade shows and direct mail) cost an average of $332, compared with $134 per inbound lead (from social media and Web sites). Tags: marketing sales alignment lead management demand generation.

Lead Scoring 120

Lead Scoring Lead Ranking Customer Surveys Sales Qualified Leads 120

Customer Experience Matrix

AUGUST 11, 2010

Summary: Adobe added Web content management, digital asset management and social media features to its arsenal when it purchased Day Software last month. release attempted to do this by adding targeting capabilities, including segmentation and segment-driven personalization.

Digital Asset Management 120

Digital Asset Management Enterprise Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

SEPTEMBER 28, 2011

The world clearly has more B2B marketing automation vendors than it needs – my master list of demand generation products includes two dozen. By contrast, mid-tier consumer marketers often have a hard time finding good options. Many marketing service providers manage Alterian systems for their clients.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Resource Management Marketing Management 120

Customer Experience Matrix

JULY 9, 2010

In fact, Curata provides a complete system to not just locate the right content but also to organize and present it to the marketer’s target audience. This attracts the marketer’s target customers and positions the marketer’s firm as an authority in the field.

Aggregators 120

Aggregators Marketing Automation Services RSS Classified Ads 120

Customer Experience Matrix

NOVEMBER 23, 2010

Alchemy will also include revised and expanded versions of Alterian's social media, Web content management, Web analytics, and email solutions. Tags: marketing automation enteprise marketing management campaign management alterian demand generation. These will be released throughout the first half of next year.

Planning 120

Planning Marketing Management Multi-Channel Paid Search Agency 120

Customer Experience Matrix

JANUARY 10, 2012

I had an earful last week from Genoo president Kim Albee, who told me that I’ve misclassified her target customers as “micro businesses” (under $5 million revenue) for the past two years. I’ve revised my big list of demand generation vendors to reflect this. She tells me nearly all of her clients are larger than that.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Marketing Automation 120

Customer Experience Matrix

OCTOBER 21, 2010

Key conclusions are: "While customers have now broadly and deeply embraced new digital and social media channels of engagement, interaction and transaction, most senior marketers and IT executives admit their companies lack a clear understanding of how customers are using their channels and are not highly prepared to leverage those channels. .

CMO 120

CMO Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

FEBRUARY 13, 2014

It was intriguing to see inbound marketing and social media marketing ranked so low on the Software Advice data – I read this to mean that marketers already get them from systems outside of marketing automation and don''t see much need for a change. So there you have it, folks: my current snapshot of our rapidly changing industry.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

APRIL 1, 2009

It can also import a client’s list of target accounts from Salesforce.com and issuing alerts when those companies visit. According to the company, it typically finds that 50-60% of the Web site visitors come through a generic Internet Service Provider connection and thus can’t be traced to a particular company.

DemandBase 120

DemandBase Lead Scoring Lead Ranking Jigsaw 120

Customer Experience Matrix

JANUARY 17, 2009

The heart of my presentation on Wednesday ended up as a list of 37 “best practices” for marketing automation / demand generation programs. A bit of context: the presentation listed a sequence of steps for marketing campaign creation, deployment and analysis. The marketer assembles information about the target audience.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Marketing Automation 120

Customer Experience Matrix

JUNE 5, 2012

Salesforce.com yesterday announced agreement to buy social media publishing vendor Buddy Media for $689 million, thereby adding another big fluffy piece to its “marketing cloud”. Oracle followed suit this morning with an acquisition of social media monitoring and semantic analysis vendor Collective Intellect. In a word, no.

Resource Management 120

Resource Management Salesforce.com Marketing Automation Services Marketing Management 120

Customer Experience Matrix

AUGUST 20, 2012

You may have noticed that social media is missing from these lists. Don’t be alarmed – it's just that most social media features were not covered in the previous edition, so we can't calculate growth rates. Here’s a list of all the new items and their scores. As you see, they’re all still relatively rare.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Marketing Report 120

Customer Experience Matrix

AUGUST 23, 2009

Summary: Pedowitz Group’s Sweet Suite captures social media comments and forwards them to a company’s primary marketing automation system. It’s a small but critical step towards integrating social media with other marketing programs. Many demand generation vendors now offer something along those lines.

Marketing Automation Services 120

Marketing Automation Services Social Media Work Management Marketing Management 120

Customer Experience Matrix

DECEMBER 2, 2010

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. Web analytics, social media and CRM integration seem roughly equivalent.

Small Business Marketing 120

Small Business Marketing Marketing Automation Services Hubspot Demand Generation Agencies 120