Customer Experience Matrix

AUGUST 18, 2016

Second, I needed to identify differentiating features within each function: those are what buyers should consider when deciding which vendors to use. In the table below, the comments describe the differentiators that occur within each sub-function.

Work Management 120

Work Management Marketing Automation Services Marketing Management Account Based Marketing 120

Customer Experience Matrix

OCTOBER 24, 2014

In this case, the main technical differentiator is extreme automation: SalesPredict imports customer data, builds models, scores current records, and deploys the results with virtually no human intervention. User interface is a second differentiator. The final differentiator is flexibility.

Lead Ranking 120

Lead Ranking Lead Scoring Automation Salesforce.com 120

Customer Experience Matrix

MARCH 2, 2015

But from Autopilot’s own perspective, its real differentiator is simplicity. The company’s other differentiator is a seriously aggressive pricing model. The current approach makes Autopilot easier to adopt although it also reduces the difference between Autopilot and other “marketing platforms” that have their own app stores.

Multi-Channel 120

Multi-Channel Marketing Automation Services Enterprise Management Marketing Management 120

Customer Experience Matrix

FEBRUARY 23, 2018

But in discussions with CDP vendors, it turned out that they weren’t necessarily differentiating between on-premises private clouds and off-premise private clouds, which might be running on private servers (think: Rackspace) or as “virtual private servers” on public clouds (think: Amazon Web Services).

Enterprise Management 120

Enterprise Management Vendors Comparison Amazon 120

Customer Experience Matrix

AUGUST 22, 2016

The idea was that functions define major categories of systems, while the sub-functions differentiate systems within each category. Last week’s posts introduced our new Raab Guide to ABM Vendors ( buy it here ) and introduced a framework four process ABM steps, six system functions, and six key sub-functions.

Enterprise Management 120

Enterprise Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

JUNE 1, 2019

Most application vendors then stopped presenting their report builder as a differentiator. In the early days of the packaged software industry, application vendors competed to offer the best custom report builders within their products. Later, general-purpose reporting tools like Tableau came to dominate the market.

Ideal Customer Profiles 179

Ideal Customer Profiles Marketing Management Class Vendors 179

Customer Experience Matrix

AUGUST 25, 2016

Differentiators include: channels supported (display advertising, social advertising, CRM, marketing automation, email, direct mail, telemarketing, text, mobile apps, content syndication, etc.) Most Execution firms in the Guide specialize in a particular channel, such as display advertising, social media advertising, Web content, or email.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Account Based Marketing 120

Customer Experience Matrix

APRIL 26, 2016

The differential suggests that buyers saw little potential for growth in the businesses that Teradata is selling. It’s true that Teradata lost $45 million on the marketing applications business last year, but that’s still less on a percentage basis than Marketo’s loss of $71 million.

Resource Management 120

Resource Management Marketing Management Planning Business 120

Customer Experience Matrix

NOVEMBER 21, 2014

In any event, there are several differentiators that determine whether a product like Sailthru is suitable for a particular situation. A marketer looking for personalization solutions might add Sailthru to her list of options, but wouldn’t know whether it''s a good or poor fit without digging much deeper. Perhaps I shouldn''t complain.

Lead Ranking 120

Lead Ranking Ideal Customer Profiles Personalization Classified Ads 120

Customer Experience Matrix

FEBRUARY 9, 2012

NurtureHQ hopes to differentiate itself as “dead easy marketing automation”, which it arguably is. Still, I’m not entirely ready to give up on technology as a major differentiator. Definitely take a look if you’re in that market for that sort of product. But there’s my problem: “that sort of product” is widely available already.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

MAY 14, 2017

This is a big differentiator compared with conventional data warehouses, which are designed primarily to support analytical projects through batch updates and extracts. “Activation” means taking the next step of making the data available to use during customer interactions, ideally in real time and across all channels.

Privacy 120

Privacy Work Management Marketing Management Conference 120

Customer Experience Matrix

FEBRUARY 13, 2014

But there are still significant differentiators. So far, every differentiator on this list can point to at least some measure of success. Sure, all marketing automation products share the same core features: email, landing pages and forms, web behavior tracking, nurture campaigns, lead scoring, CRM integration, and reporting.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

AUGUST 25, 2016

Marketers who are looking for a primary tool to manage account relationships will be most interested in the first group.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

JUNE 4, 2013

The smart ones (and that''s most of them) already have a strategy in place to differentiate themselves from the big industry leaders. Small, independent marketing automation firms already had a tough time selling against big competitors, so this only makes their lives marginally harder. Tougher for marketing automation in the long term.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

JUNE 22, 2015

It’s an important differentiator compared with other Customer Data Platforms, which often don’t support true real-time interactions. Tealium now offers connectors to gather data in other ways including APIs, batch file transfers, and system development kits (SDKs) for mobile apps. speed is real-time when possible. data storage is extensive.

Marketing Automation Services 120

Marketing Automation Services Tagging Work Management Marketing Management 120

Customer Experience Matrix

OCTOBER 30, 2014

By now, you can probably recite along with me as I list the key differentiators for predictive systems. Now, Sailthru is interesting in its own right – it’s a Customer Data Platform with strong decisioning capabilities – but they’ll have to wait their turn. This week, I’ll stick with Wise.io. Let’s run through them with Wise.io

Lead Ranking 120

Lead Ranking Enterprise Management Marketing Automation Services Work Management 120

Customer Experience Matrix

DECEMBER 29, 2010

The acid test is when the individual vendors scores are plotted -- are different kinds of vendors pretty much where expected, without each category being so tightly clustered together that there's no meaningful differentiation? The charts below show the results, without revealing specific vendor names.

Marketing Automation Services 120

Marketing Automation Services Vendors Marketing Automation Paid Search Agency 120

Customer Experience Matrix

MAY 21, 2012

Conversen is somewhat similar to Entiera in offering sophisticated multi-step campaigns, although its main differentiator is multi-channel dynamic content that makes it relatively easy to deliver different messages to different segments across multiple channels. See my review from February 2010 for a more detailed explanation.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Advertising Agencies Marketing Automation 120

Customer Experience Matrix

DECEMBER 13, 2014

The very first stage of the model, Level 0, involves no differentiation at all: every customer is treated the same; in fact, customers may not even be identified. But there were still some new insights from BlueConic’s hands-on experience. Some that particularly struck me are: Listening first.

Paid Search Agency 120

Paid Search Agency Advertising Agencies Multi-Channel Work Management 120

Customer Experience Matrix

MAY 21, 2015

Teradata itself sees its primary differentiator as analytics. As readers of this blog know well, I feel all media (owned, earned, paid) and all users (anonymous and known) should be managed together.

Resource Management 120

Resource Management Hubspot Marketing Automation Services Enterprise Management 120

Customer Experience Matrix

OCTOBER 19, 2010

Alsa Marketing , a Montreal-based firm that launched its product in June, has one significant differentiator: it supports multiple languages (French, Spanish and English) in its user interface and in lead profiles. This leaves unique features as the only viable strategy for a new firm.*

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120

Customer Experience Matrix

MAY 4, 2011

The revenue differential isn’t as large ($3.5 For those of us used to thinking of Salesforce.com as the 900 pound gorilla, it’s disorienting to see Salesforce on the Intuit App Center, rather than the other way around. But it does make sense. Intuit has more than 4 million customers, compared with 90,000 for Salesforce.com.

Salesforce.com 120

Salesforce.com Marketing Automation Services Marketing Management Small Business Marketing 120

Customer Experience Matrix

JULY 22, 2011

In other words, the app markets are useful but not huge strategic differentiators. They instead extend the functionality of the core product and, mostly, simplify integration with other products that already exist independently. Acquisitions, on the other hand, can be strategically decisive.

Hubspot 120

Hubspot Marketing Automation Services API Salesforce.com 120

Customer Experience Matrix

JANUARY 24, 2018

Differentiating CDP Features: A CDP doesn’t have to do any of these although many do some and some do many. The system manages Personally Identifiable Information such as name, address, email, and phone number. PII is subject to privacy and security regulations that vary based on data type, location, permissions, and other factors.

Work Management 166

Work Management Marketing Management Vendors Ideal Customer Profiles 166

Customer Experience Matrix

FEBRUARY 7, 2016

Of course, there are plenty of other points that differentiate these systems. Systems may do this at different levels of detail, with different levels of sophistication in the optimization, and with different degrees of integration to media buying systems.

Marketing Attribution 120

Marketing Attribution Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JANUARY 8, 2007

When every customer has a unique relationship with a company based on personal preferences, the value of the brand (and its potential for competitive differentiation) rests more in product/service communications, distribution and delivery than in the product or service itself.”

Brand Identity 120

Brand Identity Branding Lead Ranking Paper 120

Customer Experience Matrix

APRIL 5, 2011

It seems to me that this approach is actually a more important differentiator for Whatsnexx than its state-based logic. The company has existing Infogates for Salesforce.com, Constant Contact, Deliva and CakeMail. It will add new Infogates as required by customers.

Work Management 120

Work Management Campaigns Salesforce.com Marketing Automation Services 120

Customer Experience Matrix

AUGUST 29, 2013

This is one of the major points of differentiation among vendors in this space, so it’s worth understanding exactly what kind of scores each company provides. But I haven’t done any testing or seen anyone else’s test results – so all I can say is that wise buyers will test for themselves before making a choice.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Ideal Customer Profiles 120

Customer Experience Matrix

FEBRUARY 21, 2012

Some of these issues are mitigated by Quantivo’s other major differentiator: it was designed from the start as a true multi-tenant cloud-based solution. Non-SQL queries require a Quantivo-built user interface, meaning users cannot stick with their familiar SQL-based business intelligence tools.

Enterprise Management 120

Enterprise Management Pricing Price Work Management 120

Customer Experience Matrix

NOVEMBER 7, 2011

In fact, given that most systems can meet your basic needs, functions may not be the most important differentiator. But functionality isn’t the only thing you need to consider in a vendor.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Vendors 120

Customer Experience Matrix

MAY 15, 2011

Where is the differentiation potential? • . • Data processing performance profiles are well understood. This makes it very easy to scope a system or project. Cons: • Let’s admit it; all homogenized milk tastes the same. In the process of conforming to a standard more detailed data is lost. year breaks?

Data Hygiene 120

Data Hygiene Stats Conference Work Management 120

Customer Experience Matrix

MAY 26, 2011

But every vendor I've spoken with says this integration is easy, so it doesn’t seem to be a major point of differentiation. To some degree they also compete their ability to connect with data sources and touchpoint systems. RTD is based on the SigmaDynamics product, originally built in 2002 and purchased by Oracle in 2006.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

MARCH 26, 2009

In fact, if they're any kind of marketers at all, they'll argue it's a competitive differentiator. I don't expect this news to change the minds of vendors who made the opposite decision. But at least I'll feel more justified the next I tell one of them I disagree with their choice.

Enterprise Management 120

Enterprise Management Marketing Automation Services Work Management Marketing Management 120

Customer Experience Matrix

JANUARY 5, 2010

But as older vendors revamp their interfaces, it will become harder for buyers to differentiate along those lines. I don’t need to remind you that usability is a critical point of competition among industry vendors.

Marketing Automation Services 120

Marketing Automation Services Manticore Market2Lead Marketing Automation 120

Customer Experience Matrix

MAY 11, 2010

Despite this, some marketing software includes extensive measurement features and some vendors have even attempted to differentiate their products with those features. It’s why seatbelts are required by law – because many buyers won’t pay extra for them despite their proven value. Speedometers too, come to think of it.)

Advertising Agencies 120

Advertising Agencies Vendors Paid Search Agency Education 120

Customer Experience Matrix

NOVEMBER 25, 2008

Marketbright sees its most important differentiator as a sophisticated architecture designed to coordinate marketing activities throughout a large organization. These seem pretty minor, although they do insert Marketbright more deeply into the sales process than most demand generation products.

Demand Generation 120

Demand Generation User-Generated Content Work Management Demand 120

Customer Experience Matrix

SEPTEMBER 20, 2011

That said, here are highlights from my notes.

Inbound Marketing 120

Inbound Marketing Hubspot Burn Rate Marketing Management 120