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Just Released: ABM Vendor Guide Gives Detailed Comparison of 40 ABM Vendors

Customer Experience Matrix

Some of pause was due to vacation, but mostly it was because I’ve been working feverishly to finish the Raab Guide to Account Based Marketing Vendors , which I’ve released today and you can purchase here. This was a huge project with the almost insanely ambitious goal of making sense of the ABM vendor landscape. What made it challenging wasn’t just gathering detailed information on 40 vendors but the variety of the vendors serving ABM needs. Message creation is largely generic but some vendors specialize in account-based messages. Awesome!

How to select the perfect B2B data vendor


Just use this handy checklist of criteria, organized in three categories: the data product itself, the surrounding services that will help you get the most value from the data, and the factors that suggest the vendor candidate will be a satisfactory business partner for your company. Criteria for vendor evaluation. The data product. Characteristics of the vendor company.

5 Ways B2B Marketers Can Differentiate Their Brand in Google Search Results

KoMarketing Associates

But what about buyers further down the sales funnel who are evaluating B2B vendors more thoroughly through brand-related search queries? These tactics help differentiate an organization in Google search results and build trust and authenticity with potential buyers and prospects. What successes has your organization seen in differentiating your brand in Google search results?

ABM Vendor Guide: Features to Look for in Target Scoring Vendors

Customer Experience Matrix

My last post used data from our new Guide to ABM Vendors to describe differentiators among companies that provide external data for account based marketing. Let’s continue the series by looking at differentiators related to Target Scoring, the second sub-function related to the ABM process of identifying target accounts. As the Guide defines it: Vendors in this category use statistical techniques to select target accounts. Many scoring vendors gather external data from public or commercial sources (or both) to gain more inputs for their models.

Why Product Managers & Salespeople Should be Friends

Your Sales Management Guru

Why product managers and salespeople should be friends. In most companies, the product/service managers have limited interaction with the sale’s team except for the introduction of a new offering or at an annual customer summit. Generally, the product/service manager (PM) is responsible for determining what the future offering should have from a feature/function capability. They will gather customer feedback, listen to the market thought leaders, consider competitor products and try to foresee future needs. Better product/services released quicker helps everyone.

Getting the Most Out of Google Shopping as a B2B E-Commerce Vendor

KoMarketing Associates

Google Shopping results also send searchers directly to product listings, arguably making the path to conversion easier. Product Listing Ads (PLAs) and Shopping Campaigns. Product Listing Ads (PLAs), for example, highlight specific products and require the advertiser to connect a Google Merchant and AdWords account in order to create a new campaign. Shopping Campaigns.

SiriusDecisions Interview - From Pitching Products to Selling Value

The ROI Guy

The research clearly indicates that the issues are not around sales having enough leads, more sales training, improved social selling ability or increased product knowledge. The value articulation issue revolves around improving sales productivity. We need to move beyond product knowledge and superiority and focus on what’s most important to the buyer. What is the Value Gap?

The Single Most Important Element for Increasing B2B Lead Gen and Sales


Clearly the suggestion isn’t that enterprise software vendors should start taking out print advertisements in Vogue magazine, or that machine tool manufacturers should invest in splashy commercials on The Golf Channel. With more than 90% of B2B purchases beginning with research on the Web, maximizing online presence is crucial for B2B vendors. slow response creates friction.

The Seven Sins of Marketeing Automation System Selection

Customer Experience Matrix

The immediate result is you can’t factor those items into your vendor evaluation. Formal, written requirements provide a framework to prioritize your needs, explore them with vendors, and make a complete, consistent assessment of what you learn. Of course not, because you have specific requirements that those products probably don’t meet. Let the Vendor Drive.

5 Questions Every Business Website Must Answer


The problem is defined, the solution set narrowed, and now it’s time to choose between competing vendors. Do you sell a point solution or something that’s part of a broader product suite? Products only or also associated services? This is where you differentiate yourself from the pack. Who are you? What do you sell? Who do you sell to? How do I buy from you?

Oracle Selected as Strong Leader Among Digital Marketing Platforms

It's All About Revenue

The Ovum Decision Matrix further reviews each vendor with a radar diagram and a SWOT Assessment. Data-as-a-Service is a key service differentiator. This is a key differentiator. Wide and deep product range. It can now justifiably claim to cover most, if not all, digital marketing functional requirements with a wide and deep product range. ” (Page 8).

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Spotlight on Staff Bios as a Marketing Tool


As a B2B marketer with a focus on the professional services industries, I can’t stress enough the importance of “selling” people over services in this battle for differentiation. In fact, the staff makes up every point of differentiation, expertise, background, specific niches, relationships. differentiation Staff bios Video bios Marketing Strategy

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Oracle’s Maxymiser Named a Leader in Forrester Wave for Online Testing

It's All About Revenue

” As Forrester writes: "[Maxymiser’s] key differentiators are support for campaign planning and control, segment development and execution, professional services, and executive vision. The platform will appeal to marketing and digital experience teams wanting a close vendor relationship while being able to manage most of their optimization program via self-service."

Oracle’s Maxymiser Named a Leader in Forrester Wave for Online Testing

It's All About Revenue

” As Forrester writes: "[Maxymiser’s] key differentiators are support for campaign planning and control, segment development and execution, professional services, and executive vision. The platform will appeal to marketing and digital experience teams wanting a close vendor relationship while being able to manage most of their optimization program via self-service."

B2B Customer Review Websites: 3 Tips For Blowing Past Competitors

Influitive b2b

Code42’s thousands of happy and highly vocal customers are one of our strongest market differentiators,” said Angela. Angela wanted Code42’s customers to review its endpoint data protection and security product, CrashPlan. One of the top goals of the program was to point happy customers to places online where they could share honest feedback about Code42 and its products.

SalesPredict Offers Highly Automated, Highly Flexible Predictive Modeling

Customer Experience Matrix

SalesPredict is a perfect example: a small vendor with a powerful system that just launched earlier this year. Back in, say, 2008, a product like this would be big news. 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.

4 products Microsoft should build with LinkedIn


As someone who’s entrenched in the LinkedIn and Microsoft ecosystems, I thought I’d share four exciting products this acquisition makes possible: 1. Microsoft could also add automated email filtering and prioritization features with folder recommendations that improve email productivity. This byline by Infer’s Vik Singh was originally published on VentureBeat. billion. CRM 2.0.

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

The main basis for my prediction is high growth that vendors reported in 2013, and in particular a trend towards higher revenue per client among the vendors who share that information with me. Mintigo’s technology scans the Internet for things like job listings and Javascript tags and infers from those which products are used at every company it finds. Here’s how I see things.

Seven Ways to Humanize B2B Marketing


Attributes like product functionality, ROI, total cost of ownership (TCO), fitness for purpose, and integration capabilities are undeniably important. Thing is, the core message of most B2B products and services revolves around how a vendor’s offering helps its customers (companies and government agencies) do things better-faster-cheaper. Here are seven ideas.

Business Buyers Relying More On 3rd Party Content

B2B Marketing Insider

It found that content downloaded from trusted sources on the Internet was essential to pre-sales discovery, qualification and selection of vendors. These three sharing circles are actually led by organizations where content radiates from the execution or mid-level of the organization outward, informing both senior and junior/functional roles to gain alignment over vendor selection.

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Your Expo Hall Game Plan: Make the Most of Marketo’s Marketing Nation Summit 2014

Modern B2B Marketing

conference isn’t just a place to network – it can also be a place to kick off important internal initiatives, shop around for new vendors, and extend the functionality of your current marketing solutions. Depending on your goals, you can look at solutions that provide content creation, content production, or content distribution. Experienced with Marketing Automation: Vendor Audit.

The Most Important Force for Increasing Leads and Sales


Clearly it’s not that enterprise software vendors should start running print ads in Vogue magazine, or that machine tool manufacturers should invest in splashy TV commercials on The Golf Channel. With more than 90% of b2b purchases beginning with research on the Web, maximizing online presence is crucial for b2b vendors. Product/Service Friction. Low online visibility.

22 Tantalizing Content Marketing Stats and Facts


But the capacity of buyers to consume content hasn’t changed, making content quality (as noted by several contributors to the 2016 B2B Marketing Trends report ) the focus of differentiation moving forward. 34% watch product and informational videos. 34% want to watch product or informational videos. Image credit: MarketingProfs. But that won’t last. Video is vital.

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B2B Marketing: Virtual display saves money and increases engagement for complex solution


SUMMARY: Seagate Technology, a leader in data storage solutions, transported High Performance Storage Solutions that literally weighed a ton to show its product at trade shows and sales presentations. Read on to learn how this virtual version engaged prospects better and, essentially, simplified a complex product. Seagate’s product is for high-performance computing customers.

3 Seismic B2B Marketing Trends Seen At Dreamforce 2016


Especially when that CEO is Marc Benioff, the company is Salesforce, and the quote is about a new artificial intelligence product called Einstein that the company just launched in front of 170,000 people at Dreamforce. Rather, most companies in the predictive/AI space are arguing that data is the differentiator. “If this is not the next big thing, I don’t know what is.”.

Customer Experience Simplified

It's All About Revenue

Another 89% believe customer experience will be their main differentiator by 2017. There are nearly 4,000 vendors in the digital marketing space. I am a firm believer that we humans have a penchant for making (something) more complicated than necessary, a.k.a. overcomplicating everything. And we marketers take it to a whole new level. Here's some obligatory stats to back this up.

When are Sales Won or Lost?

Your Sales Management Guru

The sales manager can determine if there are salesperson deficiencies, salesperson effectiveness, Competitor strategies, product limitations, etc. When the decision between two vendors is extremely close, small differences maybe be the stated reason for selecting one vendor over another. When are Sales Won or Lost? WHY is this important to discover?  Actions. Summary.

3 Magic Questions a Sales Manager Must Know

Your Sales Management Guru

Exploring unexpressed potential needs, linking the implications of the current issues with other functions within the enterprise and tying the project to corporate objectives will both help the prospect build momentum internally and differentiate your offering. Often the committee will meet many days or weeks after all the vendor presentations. Why now? Why with us? Why do anything?

5 Overlooked Content Marketing Assets That Can Influence SEO

KoMarketing Associates

If  structured correctly , e-commerce sites in particular may be able to showcase their reviews in search engine results, ultimately having an opportunity to differentiate their listing from the rest. For general contact forms:  Consider adding cross-links on the confirmation page to case studies, white papers, free research, and product information. EMAIL COMMUNICATION. Image Source.

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Tealium Grows from Tag Manager to Customer Data Platform

Customer Experience Matrix

Like other tag management vendors, Tealium recognized several years ago that its core competency at capturing customer behavior could be applied to build unified customer profiles. In fact, Tealium explicitly calls its product a CDP, using the tagline “build your own marketing cloud” to stress that it can connect systems from any vendor, not just components within a single vendor’s suite.

50+ Statistics Designed to Influence B2B Marketing Budgets in the New Year

KoMarketing Associates

Four times as many online consumers would rather watch a video about a product than read about it. Additionally, 80 percent of them consider product videos to be important in the purchasing process. B2B buyers are exploring a number of different channels when conducting vendor. Over channel or product-focused), according to a study from the Leapfrog Marketing Institute.

Three Reasons Content Curation is Overrated

Digital B2B Marketing

Curation, by itself, is not enough to differentiate you. You are reinforcing someone else’s thought leadership With positive vendor profiles increasingly available for a fee and an increasing number of smaller firms that even provide product reviews, analyst content has lost much of its lustre. Does sharing someone else’s content make you a thought leader?

Multi-Step Campaign Interfaces: A Quick Vendor Survey

Customer Experience Matrix

Naturally, the vendors showing them to me have all thought very carefully about their designs and made the best choices they could, typically based on feedback from their customers. They do perfectly well with flow chart interfaces, which indeed are standard on enterprise marketing automation products (e.g. So I thought I'd take a little scan of the demand generation systems I've looked at to see how the vendors themselves had voted. Gone against the flow, as it were.) I don't expect this news to change the minds of vendors who made the opposite decision.

Is Your Business Ready for Predictive Lead Scoring?


Perhaps your sales team is losing confidence in your current lead scoring method because they’re not seeing conversions, or maybe you’re launching a new product and are evaluating how to create the most effective demand generation program so your team can hit the ground running. What lift are you expecting and how will you define success? Now, have you thought about cross-selling?

Why Demand Generation Should Be Perpetual


However, there is a fundamental problem to this campaign or tactical approach – buyers do not stop buying just because the campaign has ended and they certainly do not pause their buying process while vendors plan to launch their next campaigns.  When companies take a tactical campaign approach, the vendor is forcing the buyer to adopt to their cadence, which may not map well to the buyer.

Why Customer Experience is the Hot New Thing in Marketing


Everywhere, companies compete based on product, technology, price. Your customers’ experience is part of your product – and a way to differentiate yourself in the market. customer’s experience with you is becoming as important as your products. Customer experience is also a way to differentiate yourself from your competition. Competition in business is fierce.

Winning Executive Buy-In for Martech Investments


Scott Brinker , editor-in-chief of Chief Marketing Technologist , released a comprehensive graphic in March depicting over 3,800 different vendors and solutions. How could anyone differentiate between thousands of different marketing solutions, or even hundreds in a particular category — all claiming to be innovative, mission-critical, and superior to competitors? Winning Support.

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Matching Webinar Content to the Buying Cycle: Evaluation and Purchase Stages

It's All About Revenue

Editor's Note: Today's post comes courtesy of Tom Masotto, VP Product Marketing & Business Development at ON24 , a cloud-based webinar platform. 66% of respondents said that the winning vendor provided higher-quality content. 61% of B2B buyers agreed that the winning vendor delivered a better mix of content appropriate for each stage of the purchasing process.

A Failure to Communicate Value

The ROI Guy

If you allow your competitors to drive the value conversation they will frame the value to their advantage, as Forrester indicates 3 in 4 deals going to the vendor establishing the buying agenda and value framework (as opposed to 1 in 4 to the vendor winning the “bake-off”). So be provocative. Communicate this all as a visual story for today’s “short attention span” buyer.

Face-to-Face Selling Is Still Effective


While this is certainly not true for every product category, the reality is that in order to improve your sales and marketing effectiveness, you have to excel in face-to-face meetings. Body language, facial expressions, and voice tone are all examples of emotional cues that are not captured in email discussions, chat rooms, and even videoconferencing to help buyers evaluate vendors.