Trending Sources

ABM Vendor Guide: Differentiators for Result Analysis

Customer Experience Matrix

and we wrap up our review of sub-functions from the Raab Guide to ABM Vendors with a look at Result Analysis. Not surprisingly, most of vendors who do ABM Result Analysis also do some sort of Execution (12 out of 16, to be exact). It's important to recognize that many of the Execution vendors will report only results of their own messages.

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.

How to select the perfect B2B data vendor

Biznology

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.

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.

Differentiate or die! It’s the digital marketing curse…

Biznology

While I am usually preaching differentiation to large businesses , I have been working with a lot of small businesses lately in my workshops and online courses. And some of them aren’t always happy about my advice, because their differentiation has always been about their location.

ABM Vendor Guide: State-Based Flows to Orchestrate Account Treatments

Customer Experience Matrix

Next up in this series on ABM sub-functions described in the Raab Guide to ABM Vendors : State-Based Flows. The Guide states: Vendors in this category can automatically send different messages to the same contact in response to behaviors or data changes. That was not part of many older marketing automation systems, although several vendors have now retrofitted their products to support to some degree. _ * via its Predictive Campaign integration with Eloqua.

How PeopleHR Found the Right Marketing Automation Vendor

Marketing Action

Finding the best marketing automation vendor for your business can be a difficult proposition. He determined three areas of differentiation for his organization: real-time response, robust CRM integration, and strong support.

Lead 18

Ranking B2B Marketing Automation Vendors: Part 3

Customer Experience Matrix

The third and final post describes scoring for vendor strength. Beyond assessing a vendor's current product, buyers also want to understand the current and future market position of the vendor itself. The charts below show the results, without revealing specific vendor names.

Marketing attribution systems: a quick look at the options

Customer Experience Matrix

I’ve seen a lot of attribution vendors recently. Quick searches for "attribution" on G2 Crowd and TrustRadius turned up lists of 29 and 17 vendors, respectively – neither including Brightfunnel or Claritix, incidentally. A closer look found that 13 appeared on both sites, that each site listed several relevant vendors that the other missed, and that both sites listed multiple vendors that were not really relevant. How does the vendor do the attribution calculations?

POS 59

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

KoMarketing Associates

Google Shopping Challenges for B2B E-Commerce Vendors. However, these challenges shouldn’t necessarily prevent B2B e-commerce vendors from integrating their products into Google Shopping.

9 Things Marketers Need from Marketing Automation Vendors and Consultants – Part 2

ANNUITAS

In our last post , we introduced a list of 9 things marketers need from marketing automation vendors and consultants. We came up with this list to help make sense of “the noise” being generated by software vendors and service providers in the space (yes, we are one of those providers). Over the last few years, many consultants and vendors have been using the “quick and easy” language in their marketing and sales lingo.

SMB 16

ABM Vendor Guide: Features to Customize Messages

Customer Experience Matrix

Moving along with our series on sub-functions described in the Raab Guide to ABM Vendors , let’s take a look at Customized Messages. The Guide lists just a half-dozen vendors in this category. So the customization vendors in the Guide either provide customization to support a different ABM function such as display advertising (Demandbase, Kwanzoo, Vendemore) or have a broadly-usable customization tool they have targeted at ABM applications (Evergage, SnapApp, Triblio).

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. Let the Vendor Drive.

9 Things Marketers Need from Marketing Automation Vendors and Consultants – Part 2

ANNUITAS

In our last post , we introduced a list of 9 things marketers need from marketing automation vendors and consultants. We came up with this list to help make sense of “the noise” being generated by software vendors and service providers in the space (yes, we are one of those providers). Over the last few years, many consultants and vendors have been using the “quick and easy” language in their marketing and sales lingo.

5 Questions Every Business Website Must Answer

Webbiquity

The problem is defined, the solution set narrowed, and now it’s time to choose between competing vendors. This is where you differentiate yourself from the pack. Twitter, YouTube videos, text messaging…there’s no question attention spans are short.

Spotlight on Staff Bios as a Marketing Tool

Marketri

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. When I choose a vendor specifically for a service the most important element is trust.

Tools 35

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

Webbiquity

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. This post originally appeared on MarketingProfs.

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. If I were an email vendor, I''d think about that one.

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. User interface is a second differentiator. The final differentiator is flexibility.

Seven Ways to Humanize B2B Marketing

Webbiquity

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. So how can a B2B vendor stand out, and potentially create more sustainable competitive advantage?

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.

Vendor 123

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.

SWOT 118

CMOs and Cross Channel: You Won't Believe How Much Perception Differs From Reality

It's All About Revenue

And they’re not partnering with vendors that can fulfill their promises." It is important to differentiate between cross channel coordination and orchestration. As the demand for multichannel campaign management (MCCM) grows, the number of vendors has grown, too.

The Most Important Force for Increasing Leads and Sales

Webbiquity

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. Business buyers won’t buy from vendors who lack visibility in search and social media.

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. 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. I don't expect this news to change the minds of vendors who made the opposite decision. Here, then, is a list of vendors (alphabetically) and their interfaces.

How to Compare Demand Generation Vendors: Choosing Summary Measures

Customer Experience Matrix

I’ve more or less decided to offer a free summary of the demand generation vendor information in the Raab Guide. This might cost me a few sales, but it will enable many more people to benefit from the Guide’s contents and will make the Guide more valuable to the sponsoring vendors. This suggests the summary should contain two components: a self-evaluation where people describe their situation, and a scoring mechanism to compare their needs with vendor strengths and weaknesses.

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. It took me an embarrassingly long time to recognize why Tealium ’s AudienceStream is just a bit odd.

What the Heck is Cross Channel Marketing and Why Would I Want To Do It?

It's All About Revenue

According to Scott Brinker and the latest installment of his now legendary Marketing Technology Landscape Supergraphic there are nearly 4,000 martech vendors operating right now. Many marketing technology vendors can execute on some aspects of personalization.

When are Sales Won or Lost?

Your Sales Management Guru

When the decision between two vendors is extremely close, small differences maybe be the stated reason for selecting one vendor over another. Even should another vendor be able to demonstrate similar functionality, the initiator has already “won”. When are Sales Won or Lost?

2017: The Year of the Data Driven CMO

It's All About Revenue

Tag Management vendors. Download The Truth About the Martech Stack to learn what differentiates leading marketing technology platforms from the rest. Happy New Year everyone! I hope everyone had a great holiday season and I wish nothing but the best for everyone in 2017 and beyond.

CMO 106

To Be Agile CMOs Must Align Digital and Traditional Marketing Strategies

It's All About Revenue

Many marketing technology vendors can execute on some aspects of personalization. But the ability to actually use personalization and targeting to integrate cross channel communications differentiates Modern Marketing solutions from other, less comprehensive alternatives.

Three Reasons Content Curation is Overrated

Digital B2B Marketing

Curation, by itself, is not enough to differentiate you. But if you believe content curation is your ticket to thought leadership and differentiation, you will be sorely disappointed.

Brand mapping – Correspondence Analysis explained

The B2B Research Blog

How differentiated is your brand and where might there be white space? It’s from a real-life study of how buyers of corporate IT systems perceive different vendor brands. We can see that attribute 2 is an especially strong differentiator.

3 Seismic B2B Marketing Trends Seen At Dreamforce 2016

Radius

2) Data is the differentiator. Although dozens of companies at Dreamforce were touting their predictive/AI capabilities, very few were attempting to differentiate their offerings based on modeling, machine learning, or algorithmic performance.

3 Seismic B2B Marketing Trends Seen At Dreamforce 2016

Radius

2) Data is the differentiator. Although dozens of companies at Dreamforce were touting their predictive/AI capabilities, very few were attempting to differentiate their offerings based on modeling, machine learning, or algorithmic performance.

22 Tantalizing Content Marketing Stats and Facts

Webbiquity

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.

Stats 128

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.