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Mega-List of Features in Marketing Automation (That You Won’t Find in CRM)

Modern B2B Marketing

salesforce.com, Microsoft Dynamics CRM), so why do I need marketing automation ”? Features and Capabilities of Marketing Automation versus CRM. Common features of a CRM system. Now, let’s compare that to the common features of marketing automation systems. Features of marketing automation systems. It includes automated data field updates (e.g. Architecture.

CRM 38

The 4 Stand Out Aspects of Salesforce Summer 11

It's All About Revenue

While this release is not heavy on features by Salesforce.com standards, the company has been on an acquisition spree as of late and the Dreamforce keynote only a few months away, so I expect to see a lot more in the works. For me, four things in this release stand out: The rapid development of Chatter features. Salesforce.com’s development of numerous Force.com features and tools. The commitment to deliver features requested by Salesforce users. Analytics continuing to be a top level feature. Here is the complete list of Chatter features.

Genoo Aims to Shake Up Marketing Automation Market

Webbiquity

Marketing automation / demand generation software enables marketers to build microsites and use content marketing to capture leads and nurture them through the buying process. The company’s new marketing automation platform enables users to create complete websites as well as microsites and landing pages, automatically send emails triggered by specific actions, configure lead scoring, and integrate with Salesforce.com. downloading a file, clicking a link in an email) to provide relevant content; No limit on the size or number of visits permitted to microsites. Digg this!

Optify Lets Agencies Provide Small Business with Marketing Automation, Distributed Marketing, and Sales Enablement

Customer Experience Matrix

This includes detailed research into keyword rankings for the client and competitors, analysis of Web pages for features that improve search ranks, an inbound link manager, and a Twitter client to publish posts and embed trackable URLs that measure campaign results. Users can create lists and segments based on all contact properties, activities, email history, and custom fields.

Treehouse Interactive Refines Its Features and Targets Larger Firms

Customer Experience Matrix

Summary: Treehouse Interactive has been slowly enhancing its marketing automation system with features that appeal to experienced users. Treehouse has been quietly but steadily growing its business (up 30% this year), improving its product, and attracting more demanding clients. The system also has an “instant polling” feature to embed surveys within any Web page. GoToWebinar When I last wrote about Treehouse, it had just added Salesforce.com integration. It has since added a connector for Oracle CRM On Demand. other advanced features. Here's an update.

Marqui Combines Content Management and Demand Generation

Customer Experience Matrix

Summary: Marqui started as a Web content management system and then added basic demand generation. Marqui is one of the oldest demand generation vendors, founded in 2000. It added demand generation features later in response to client requests. The entry of CMS vendors into the demand generation market is a bit of a mini-trend right now: others following the same path include Sitecore and Lyris-owned Hot Banana. Among conventional demand generation systems, Pardot is a spin-off from CMS vendor Hannon Hill and Marketbright includes extensive CMS features.

Do Small Businesses Need Marketing Automation?

Customer Experience Matrix

The replies are rolling in from the survey of vendor features that I mentioned last week. In addition, most small firms have pretty basic needs, so even the “light” editions of full-featured products like Salesforce.com can be overkill. Rather, the most successful small business systems tend to do one thing: think accounting ( Intuit Quickbooks), Web hosting ( Godaddy ), email services ( Constant Contact ) or CRM ( Salesforce.com ). Their buyers need more than traditional marketing automation features. On one level, this broader scope makes perfect sense.

Net-Results Simplifies Demand Generation for Small Business

Customer Experience Matrix

Summary: Net-Results is simpler to use than comparable demand generation systems because it applies the same features to many tasks. But on reflection I realized that Net-Results offers a full set of demand generation functions. The demonstration was short because the system uses only a few features to deliver them. This simplifies the system in two ways: marketers have fewer features to learn, and they can reuse their work across many functions. Let’s run through the standard demand generation process to see how this works in practice.

True Influence Opens a Window into Future Demand Generation

Customer Experience Matrix

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. So it’s possible to see True Influence, which was released at the end of last year, as his well-educated guess at what future demand generation systems will look like. In fact, he said he has actually removed features from the system because customers weren’t using them. True Influence illustrates this nicely.

Act-On Software Does List-Based Demand Generation

Customer Experience Matrix

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. Less oddly, it also doesn’t explain that – unlike every other demand generation I recall seeing – Act-On has no marketing database. (Or, as CEO Raghu Raghavan comments below, it doesn't require one.) I’ll come back to the database later. This is more than many other products offer. It’s pretty limited.

Treehouse Interactive MarketingView Combines Demand Generation with Campaign ROI Tracking

Customer Experience Matrix

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. 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. Finding a demand generation system that old is always a surprise, since most products were launched much more recently.

OfficeAutoPilot: Simple, Powerful, Low Cost Demand Generation for Small Business

Customer Experience Matrix

My personal definition of demand generations systems (see Introduction to Demand Generation Systems from the Raab Guide site) explicitly states that they do not incorporate sales automation. See Should Demand Generation and Sales Automation Be Separate Systems? The latest version actually offers integration with Salesforce.com as well, making the system more suitable for larger organizations. Business marketers who can’t afford to pay more or want a low-risk way to get started with demand generation will find OfficeAutoPilot an intriguing option.

Pardot Offers Refined Demand Generation at a Small Business Price

Customer Experience Matrix

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. Pardot and other SMB systems don’t just offer a few simple features. The only common feature that’s missing in Pardot is rule-based branching within multi-step programs. But I didn’t check Pardot against my full list of possible features, so don’t get the impression that it does everything. Back to Pardot.

SMB 2

A Modest Proposal for Demand Generation Usability Measurement

Customer Experience Matrix

To provide a meaningful and consistent comparison of usability across demand generation vendors, you could: 1. For example, pretty much any kind of campaign would involve creating an email, but only some campaigns require adding custom fields to the system database. You also need a standard Salesforce.com installation and perhaps company Web site to integrate during testing. Tags: software usability measurement marketing automation lead management software selection demand generation Define a set of business scenarios that must be supported by the system. sigh**.

How Demand Generation Systems Handle Company Data: Diving into the Details

Customer Experience Matrix

Back in early January I posted a discussion on treatment of Company-Level Data in Demand Generation Systems. At that time, I posed a set of specific questions to the demand generation vendors in the Raab Guide. In theory, this would imply that company data is stored once and applied to all the associated individuals, and that the demand generation system could aggregate data by company, use that data to calculate company-level lead scores, and change which company an individual is linked to. SFDC" stands for Salesforce.com.) Yesterday the final answer trickled in.

Salesforce.com Certification: it’s for Marketers, too!

Modern B2B Marketing

As a Salesforce.com user group leader, I often talk to marketers who are looking to get more and/or better data out of their Salesforce.com system.  Some marketers work with their administrators to create fields which allow for better data capture or segmentation, while others are responsible to manage this all on their own. 

Abandon Your Marketing Automation System!?

LeadSloth

The plan is to go back to using only Salesforce.com with some cheap add-on tools for email, form submission and data quality. My first reaction was: no way, you should not want to do without any type of marketing automation system (for simplicity sake, I use this term as synonymous to demand generation and lead management ). However, when I started looking into Salesforce.com and the wide variety of add-ons, I was less convinced. The Salesforce.com database has some big issues (e.g. You can create reports and dashboards in Salesforce.com to provide analytics.

Segmentation, Social Media Drive Lead Nurturing Success for iDirect

The Point

All this presents real challenges for both demand generation and lead management. First, the company invested in Marketo , a leading marketing automation platform that integrated well with the company’s CRM system, Salesforce.com. At the meeting, attended by the iDirect marketing team and representatives from both insides sales and the field sales organization, priorities shifted.

Doughnuts and Pizza Slices: Analyzing Consolidation and Competition Among Software Vendors

Customer Experience Matrix

Thus, a marketing automation system like Unica or Aprimo includes advertising management; CRM systems like Salesforce.com provide marketing automation; and ERM suites like SAP and Oracle include CRM. In practice, the specialists in each field tend to be better than components of the larger surrounding suites: this is the essence of a “best of breed” strategy. Coincidence?

HubSpot's Strategy for Winning the Marketing Automation Horserace

Customer Experience Matrix

This lets HubSpot extend its scope without developing all the features or delivering all the services itself. He also cited previous enhancements including custom fields in list imports, custom lists and segments, increased email limit from 5,000 to 50,000 messages, better email templates, optimized email for mobile and social platforms, and improved Salesforce.com integration. HubSpot is quite clear that it isn’t aiming to serve the most demanding users, but remains focused on small businesses who want a single, simple solution to their basic marketing needs.

Active Conversion Offers Strong Lead Management and Leaves Out the Rest

Customer Experience Matrix

That's fewer functions than traditional demand generation, but if those are the functions you need, who cares? The classic demand generation cycle starts with an outbound email campaign, captures replies on a landing page, scores the responses, and then sends qualified leads to a sales automation system and keeps the others for more nurturing. These functions, plus supporting features for database management, content management, sales system synchronization, and reporting, form a basic template for measuring demand generation software.

Will Marketing Technology Look Like iOS Someday?

Hubspot

Facebook and Google alone are constantly changing, introducing new features and services, and sundowning old ones. Each new wave of innovation alters the playing field for marketing -- and opens up the opportunity for new marketing software to capitalize on it. 2) Brands Are Always Seeking Differentiation. Well, take a look at Salesforce.com's AppExchange. Maybe. Neither?

Genoo Offers Web Marketing for Small Business

Customer Experience Matrix

Summary: Genoo provides a simple Web site, demand generation and social marketing for $199 per month. Genoo offers a small-business-oriented Web marketing system at a small-business-friendly price of $199 per month. I’m somewhat grandly labeling it a “Web marketing system” rather than “demand generation” because its microsite could replace a small company’s primary Web site. Demand generation features are adequate, if a bit rudimentary, and are supplemented by social marketing capabilities that do an above-average job of integrating social activities with traditional lead data.

ClickDimensions Offers Marketing Automation as a Microsoft CRM Add-on

Customer Experience Matrix

Small business systems like Infusionsoft and OfficeAutoPilot solve this problem by bundling their own CRM features. Of course, another way to look at this is that the CRM vendors already do marketing automation – certainly Oracle/Siebel does, and plenty of folks would argue that Salesforce.com has adequate marketing automation capabilities for most purposes, although most experts (and I) would disagree. The system tracks the usual Web information: visits, page views, posted forms, posted fields, and so on. What’s missing from the list is CRM integration. But I digress.

Dreamforce 14 – Hot or Not

LeanData

According to the Salesforce.com press release (dated Oct. 14, 2013), “Wave is natively integrated with the Salesforce1 Platform and shares the same trusted single sign-on, data security and compliance features of the platform. However, most Salesforce.com reports have multiple fields, sorting, and summary info which will be difficult to view on mobile devices even with a strong UI.

Genoo Aims to Shake Up Marketing Automation Space

WebMarketCentral

Marketing automation / demand generation software enables marketers to build microsites and use content marketing to capture leads and nurture them through the buying process. The company's new marketing automation platform enables users to create complete websites as well as microsites and landing pages, automatically send emails triggered by specific actions, configure lead scoring, and integrate with Salesforce.com. downloading a file, clicking a link in an email) to provide relevant content; No limit on the size or number of visits permitted to microsites.

ADVIZOR's In-Memory Database Supports Powerful Visualization

Customer Experience Matrix

This same notion of considering which users do which work has permiated my ideas of usability measurement for demand generation systems and usability in general. ADVIZOR features an in-memory database and some data manipulation, but its primary strength is visualization. Users can import data from text files, relational databases, Excel, Access, text files, Business Objects or Salesforce.com. They can map the table relationships and add some transformations and calculated fields during or after the import process. This brings us to ADVIZOR from ADVIZOR Solutions.

B2B Marketing ROI

delicious b2bmarketing

There is of course a lot more than deliverability that goes into an email service provider evaluation (feature set, ease of use, services component, etc.) In the grand scheme of things, 38 minutes for salesforce.com to get everything back up is pretty impressive. Limiting choices via drop downs instead of free-form text — this makes fields like industry, job title, etc.

B2B Lead Management Market Heats Up

delicious b2bmarketing

problem: 1) Web analytics – typically the stronghold of companies like Coremetrics, Omniture, and WebTrends, the analytics area bleeds over into lead management as companies go online to generate demand. My point: B2B marketers are looking elsewhere for help generating demand. 3) Marketing automation – lead by firms like Aprimo, Unica, Oracle/Siebel and SAS, this category is at the core of what Forrester calls the Marketing Technology Backbone. Spending time in the field is a great idea but generally impractical to execute. Here’s the problem. Lots of stuff, huh? Michael A.

Top 60 B2B Marketing Posts and Hottest Topics November 2010

B2B Marketing Zone Posts

The following are the top items from featured sources based on social signals. There is now a Product and Services tab that lets you feature everything about your company and what you sell.  I highly recommend you take a few minutes to start creating your Product and Services page, even if you can’t fully optimize the look and design yet. Whether it’s trying new business models or pioneering sponsored posts, he is our canary in the coal mine, exploring the leading edges of our field. Microsoft Dynamics oracle crm on demand paul greenberg socialprise. There better be.