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 Ranking 120

Customer Experience Matrix

SEPTEMBER 18, 2011

Adam Needles’ new book Balancing the Demand Equation (available here from Amazon ) closes the gap. Needles is a well-known industry leader who is Chief Strategy Officer at demand generation agency Leftbrain DGA. His book starts with a review of changes in the B2B buying process and the new demands these place on B2B marketers.

Demand Generation Agencies 120

Demand Generation Agencies Demand Peer-to-peer Work Management 120

Customer Experience Matrix

JUNE 4, 2014

So it''s correct that results ultimately depend on users rather than technology, but not in the simplistic way this is often presented. And if you really care about marketing automation success, tilt the odds in your favor by buying the full report. __ * I really struggled to find the best way to present this data.

Marketing Automation Services 120

Marketing Automation Services Customer Surveys Marketing Automation Planning 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

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

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

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

MARCH 26, 2009

you know that I see a lot of demand generation systems. There are two basic approaches to this: use a flow chart, or present a list of steps. But the vast majority of demand generation systems are installed in much smaller marketing departments, where setting up campaigns is just a fraction of the user's job.

Enterprise Management 120

Enterprise Management Marketing Automation Services Work Management Marketing Management 120

Customer Experience Matrix

OCTOBER 15, 2013

Key findings will be presented in a Webinar next Thursday, sponsored by TreeHouse Interactive ; you can register here. marketing software demand generation systems marketing automation benefits marketing automation user satisfaction marketing automation adoption marketing automation systems marketing cloud'

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation BtoB 120

Customer Experience Matrix

JUNE 3, 2009

Second of three posts on demand generation interfaces.) This reinforces the point that most companies will need help to take advantage of the new opportunities that demand generation systems present. Summary: Serena Software is pleased with Marketbright's Visio-style interface for complex campaigns.

Work Management 120

Work Management Marketing Automation Services Marketing Management Demand Generation Agencies 120

Customer Experience Matrix

FEBRUARY 12, 2009

The company’s marketing is tightly targeted at very small businesses (under 25 employees) but its marketing features are competitive with demand generation products aimed at much larger firms. Three of the five core demand generation functions are clearly there: outbound email, Web forms, and lead nurturing campaigns.

Pricing 120

Pricing Price Impressions 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. But I did see a number of features I’d like added.

Aggregators 120

Aggregators Marketing Automation Services RSS Classified Ads 120

Customer Experience Matrix

JUNE 16, 2010

On June 29, I'll be giving a Webinar on “Matching a Marketing Automation System to Your Needs”, part of a day-long set of all-star lead management presentations organized by the Focus online business community. Program complexity is a little trickier, but I’d consider your needs complex if more than three or four of the factors are present.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Work Management Marketing Management 120

Customer Experience Matrix

MARCH 12, 2010

I won’t go into the details of the presentation, but thought I’d share this chart for selecting among social media. Tags: demand generation marketing automation social media optimization. At least that’s the official topic. The chart makes two major points: - different social media meet different business objectives.

Social Media 120

Social Media Resources Wiki Media 120

Customer Experience Matrix

OCTOBER 15, 2010

My Marketo presentation was based on the marketing measurement white paper I recently wrote for them, which argues that measurement should be based on tracking buyers through stages in the purchase process. Tags: last click attribution marketing measurement demand generation marketing automation marketo.

Allocation 120

Allocation Marketing Automation Services Marketo Demand Generation 120

Customer Experience Matrix

AUGUST 29, 2013

Rather, it conducts a fresh scan as each client requests research into its target audience. This is where its on demand approach comes in handy, since the interface can present information in categories tailored to each client’s needs. The company currently has more than 50 clients, mostly large B2B technology vendors.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Ideal Customer Profiles 120

Customer Experience Matrix

JULY 10, 2013

By contrast, the fourth trend seems to be driven by recognition that small business presents a huge opportunity. marketing services marketing automation small business marketing demand generation industry trends sales enablement marketing automation trends distributed marketing' Distributed marketing also has its own pricing.

Demand Generation Agencies 120

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

Customer Experience Matrix

NOVEMBER 5, 2009

But the other presenters disagreed, largely arguing that the separate groups have distinct needs. Tags: software as a service demand generation marketing automation sales automation. The discussion also segued into whether marketing automation and CRM will merge in the long run. See Who’s Afraid of the Big, Bad Wolf?

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

DECEMBER 14, 2009

The system does provide what Cho called a “minimalist” listening platform, which can automatically search across public listening tools ( Google , Google Blog Search , Social Mention , Twitter, Boardreader , Bing ) for key words, and present any results so users can review and republish or reply to them.

Social Media 120

Social Media Paid Content Enterprise Management Work Management 120

Customer Experience Matrix

JULY 16, 2009

Results can be streamed to an external viewer as an RSS feed or presented in standard reports. Techrigy’s user interface is generally okay, although I sometimes had a hard time finding functions such as how to rerun a report. This opens up a range of important applications beyond public social media tracking.

Marketing Management 120

Marketing Management Acquisitions Social Media Marketing Automation Services 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 5, 2008

I have mostly been focused this week on formats for the new Demand Generation Guide. The issue I’m wresting with is still how to present vendor summaries. As of last week’s post , I had decided to build a list of applications plus some common issues such as vendor background, technology and pricing.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Work Management Marketing Management 120

Customer Experience Matrix

MAY 15, 2008

Over the past few months, I’ve had conversations with “demand generation” software vendors including Eloqua , Vtrenz and Manticore , and been on the receiving end of a drip marketing stream from yet another (Moonray Marketing, lately renamed OfficeAutoPilot ). But it no longer seems to be the focus of their presentations.

Demand Generation 120

Demand Generation Demand Marketing Automation Services Marketing Management 120

Customer Experience Matrix

MARCH 25, 2009

If you look at the Web site of Act-On Software , you’ll see a typical set of demand generation features: email marketing, demand generation (equated with landing pages and forms), lead nurturing, Website visitor tracking, channel (partner) marketing, and lead scoring. I’ll come back to the database later.

Act-On 120

Act-On Demand Generation Work Management Marketing Management 120

Customer Experience Matrix

MARCH 2, 2009

So, having run out of reasons to delay, let me present the results. To start back at the beginning, the objective has been to find a practical, objective way to evaluate the usability of different demand generation systems. For example, every demand generation system provides an editor to create emails.

Demand Generation 120

Demand Generation Lead Ranking Lead Scoring Manticore 120

Customer Experience Matrix

AUGUST 4, 2008

I had a very productive conversation on Friday with Fred Yee, president of ActiveConversion , a demand generation system aimed primarily at small business. Few vendors would say that—the more common line is that advanced features are present but hidden from people who don’t need them.

Demand Generation 120

Demand Generation ActiveConversion Marketing Automation Services Demand 120

Customer Experience Matrix

JANUARY 5, 2012

This makes it even easier for me to doctor photographs for my presentations. Here’s more proof that the apocalypse is near: I’ve discovered the “remove background” feature in Powerpoint. The fabric of reality cannot long survive so much stress.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Work Management Automation 120

Customer Experience Matrix

MARCH 4, 2009

This post will complete the demand generation vendor usability scores by looking at items that contribute to usability for complex marketing programs. This reduces the amount of information presented to each user, making their jobs easier as well as preventing unauthorized activities.

Demand Generation 120

Demand Generation Lead Ranking Lead Scoring Manticore 120

Customer Experience Matrix

MARCH 8, 2011

This Friday I'll be presenting a 45 minute free Webinar, sponsored by Focus.com and hosted by the ever-popular Adam Needles, on preparing for a successful marketing automation deployment. You can register here.

Marketing Automation 120

Marketing Automation Webinar Metrics Automation Purchase 120

Customer Experience Matrix

JANUARY 17, 2009

I enjoyed my little presentation on BrightTalk last Wednesday, which you can still view by clicking here. (If The heart of my presentation on Wednesday ended up as a list of 37 “best practices” for marketing automation / demand generation programs. 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

AUGUST 20, 2012

An item present in every system would have a score of 2.0. Less predictably, there’s little change in reporting, CRM integration, database design, features targeted at ease of use, content creation, and pricing models. Items with the greatest change in average score are the ones that vendors are adapting most rapidly.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Marketing Report 120

Customer Experience Matrix

AUGUST 2, 2012

The table below presents clients, employees, and clients-per-employee ratios. Eloqua is the only company in this group with published financial statements, so any profitability analysis has to be speculative. One useful measure is employee counts, which are a reasonable proxy for expenses and operating efficiency.

Marketing Automation Services 120

Marketing Automation Services Vendors Comparison Marketing Automation 120

Customer Experience Matrix

AUGUST 16, 2011

Lead Follow-Up would probably suffice for small organizations, although it’s targeted more at individual salespeople than marketing departments. Each method has advantages: - separate systems can present specialized marketing functions without getting in the way of sales activities. That question has no simple answer.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Automation 120

Customer Experience Matrix

JANUARY 26, 2011

I'll be presenting some additional analysis based on what's in the reports over the next few weeks, and of course will make a formal announcement once the e-commerce bugs are worked out. You can see bar charts with overviews and then drill into the item-by-item details for each category. Price for the interactive edition is $795.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Report Marketing Management 120

Customer Experience Matrix

DECEMBER 8, 2011

The list below presents each vendor with a brief explanation of the table entries. Naturally, the vendors will borrow features from each other, so we can expect some convergence over time. A standard set of features will emerge as the industry figures out what’s really important.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Social Media 120

Customer Experience Matrix

DECEMBER 28, 2010

The only necessary assumption is that vendors offer the features that their target buyers need most. In practice, most of the reassigned points will go to basic features which are present in all systems. I decided I could base this on the features each set of vendors provided.

Marketing Automation Services 120

Marketing Automation Services Vendors Marketing Automation Automation 120

Customer Experience Matrix

MARCH 2, 2010

Let's face it, folks: putting a good demand generation program in place is real work. Because most policy decisions are made in advance, the company’s chief marketer doesn’t need to be constantly present. Summary: Eloqua's SmartStart gets marketers rolling in less than one week.

Eloqua 120

Eloqua Work Management Marketing Automation Services Marketing Automation 120