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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. identify gaps in coverage, reach, or engagement by account and recommend corrective actions One final reminder: the just-published Guide to ABM Vendors helps marketers understand what tools they need to complete their ABM stack.

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

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. Criteria for vendor evaluation. Find out how—and how often—the vendor verifies and updates its data.

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.

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. ABM Process System Function Sub-Function Number of Vendors Identify Target Accounts Assemble Data External Data 28 Select Targets Target Scoring 15 Plan Interactions Assemble Messages Customized Messages 6 Select Messages State-Based Flows 10 Execute Interactions Deliver Messages Execution 19 Analyze Results Reporting Result Analysis 16 Your first reaction that may well be, What the heck is a State-Based Flow? That's no accident. Either approach can be effective.

How PeopleHR Found the Right Marketing Automation Vendor

Marketing Action

Finding the best marketing automation vendor for your business can be a difficult proposition. Finding the right fit for your business isn’t always easy, but it gets a lot easier when you can identify the factors that matter to you, which is what PeopleHR discovered during their vendor selection process. But of course, the right solution can (and should) do much more than that.

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. I had much less data to work with relating to vendor strength and there are many fewer conceptual issues. Specific rationales are in the table.

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

KoMarketing Associates

According to a 2013 post on Search Engine Land , advertisers should be actively managing their shopping campaigns, which includes creating the most unique product photo (to differentiate it from competitors’), making sure they are competitively priced, and providing  unique calls-to-action (i.e., Google Shopping Challenges for B2B E-Commerce Vendors. Screenshot taken 1/27/2014.

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. 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. This question disqualified a few vendors that look only at online interactions. How does the vendor do the attribution calculations? Or not.

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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. ABM Process System Function Sub-Function Number of Vendors Identify Target Accounts Assemble Data External Data 28 Select Targets Target Scoring 15 Plan Interactions Assemble Messages Customized Messages 6 Select Messages State-Based Flows 10 Execute Interactions Deliver Messages Execution 19 Analyze Results Reporting Result Analysis 16 According to the Guide: Vendors in this category build messages that are tailored to the recipient.

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.  Yes, differentiate yourself from the competition, but be truthful. Hence, the list. Our first four things that marketers need from us are…. 1.  

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. Marketers who don’t know what they want often rely on the vendors to tell them what’s important.

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. Differentiate your organization from competitors make it an effective sales tool by concisely answering these key questions for your prospective customers. Who are you? What do you sell? Who do you sell to?

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.  Yes, differentiate yourself from the competition, but be truthful. Hence, the list. Our first four things that marketers need from us are…. 1.  

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. In fact, the staff makes up every point of differentiation, expertise, background, specific niches, relationships. differentiation Staff bios Video bios Marketing Strategy

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. 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.

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. This has practical implications for how marketing automation vendors should position themselves, invest in product development, and supplement their products with services.

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. 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.

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. The problem is those messages themselves often aren’t differentiating, and even when they do, product and service features are generally easy for competitors to copy. Tell stories.

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. Of course you already know that. Perception vs. Reality - It's Not Pretty. CMO Corner

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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Brand mapping – Correspondence Analysis explained

The B2B Research Blog

How differentiated is your brand and where might there be white space? These are all critical questions for a marketer or indeed anyone managing a brand, but answering them isn’t always straightforward, as the following example illustrates.  It’s from a real-life study of how buyers of corporate IT systems perceive different vendor brands. Here’s what we found.  brands C, D, E and F).

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. Recently, Ovum, a leading market research firm, released their latest report: Ovum Decision Matrix: Selecting a Digital Marketing Platform, 2015-16. ” (Page 8). ” (Page 9).

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. With more than 90% of b2b purchases beginning with research on the Web, maximizing online presence is crucial for b2b vendors. Photo Credit: LGEPR via Compfight cc. Mixed messages.

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. The term "cross channel marketing" is hardly new. It's been around for hundreds of years. How much growth?

3 Seismic B2B Marketing Trends Seen At Dreamforce 2016

Radius

Even though predictive analytics is becoming a widely recognized category of B2B marketing and sales technology, these adjustments in product messaging mean that buyers should be prepared to hear the term “AI” used more often to describe feature sets that were previously called “predictive.”. 2) Data is the differentiator. “If this is not the next big thing, I don’t know what is.”.

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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. The most common reasons are: (1) failure to differentiate your offering from the competition and/or (2) failure to differentiate the buying experience from the competition. When are Sales Won or Lost? Actions. Summary.

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'm pleased to see that the majority of vendors (11 of 16) , and particularly those tending towards serving smaller clients, have in fact chosen against the flow chart approach. Here, then, is a list of vendors (alphabetically) and their interfaces.

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.

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.

B2B Sales Conversations — By Design

Avitage

The objective is to actually create value for customers, and differentiation for vendors, through conversations that deliver insights and useful ideas. To paraphrase David Packard, sales conversations are too important to leave to sales people. B2B sales conversations for key touch points should be designed. This optimizes conversation effectiveness and simplifies selling. It provides a common baseline that makes feedback and continuous improvement possible. How have you designed the sales conversations for your key touch points? Sales Enablement sales conversations

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. price range, and willingness to consider less established vendors. Simple enough.

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?

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. Image credit: MarketingProfs. Already widespread, content marketing will continue to grow. But that won’t last. Visual and video content will become increasing important.

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

KoMarketing Associates

total of 86 percent of respondents from a study by Research+Data Insights found that word of mouth from peers was the most influential factor in narrowing their options for potential vendors. B2B buyers are exploring a number of different channels when conducting vendor. Over It is that time in the year again. Demand Generation. source ). >. source ). source ). source ). source ).

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. As we illustrated in our 2015 Web Usability Report , 52% of respondents wanted to see About / Company Information when they got to a B2B vendor website. EMAIL COMMUNICATION.

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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?

Our Funnel is Flipped: ABM Takes Over #FlipMyFunnel

Lattice

New research from SiriusDecisions indicates that B2B buyers say a sales rep from their winning vendor is involved from the start 49-67% of the time. Customer Lifecycle – Moderate to large number of existing customers that receive differentiated outreach. How do you know two B2B marketers are talking about account-based marketing? Here’s my recap of a few sessions.

Why Demand Generation Should Be Perpetual

ANNUITAS

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.