Customer Experience Matrix

JANUARY 5, 2010

Summary: Social media and access for sales people were the two big trends among demand generation vendors last year. Social media. At least three vendors (Eloqua, Marketo and Silverpop) introduced new features aimed at improving marketers’ ability to use social media. Here’s a quick look at what I found. Sales access.

Marketing Automation Services 120

Marketing Automation Services Manticore Market2Lead Marketing Automation 120

Customer Experience Matrix

MARCH 16, 2016

Mariana finds other people who match the personas, using its deep understanding of social data to accurately identify and find contact information on larger numbers of relevant people than other vendors. Mariana has prebuilt integrations with Twitter, Facebook, Salesforce.com CRM, Pardot, Eloqua, and Marketo. How many more?

Ad Building 120

Ad Building Work Management Ideal Customer Profiles Marketing Management 120

Customer Experience Matrix

DECEMBER 19, 2011

Marketers recognize the potential reach of social media, but are rightly frightened that they can’t control the message. Most social marketing applications sidestep the issue by focusing on creating communities ( Jive , Lithium ), monitoring conversations (Radian6 , Trackur ) and running promotions ( CrowdFactory , Nextbee ).

Work Management 120

Work Management Peer-to-peer Marketing Management Planning 120

Customer Experience Matrix

AUGUST 28, 2014

Standard integrations are available for Salesforce.com , Oracle Eloqua and Marketo. It then matches against company profiles that 6Sense itself has gathered from the usual Web sources – public social media, Web sites, job boards, directories, etc. – and from a network of third-party Web sites.

Lead Ranking 120

Lead Ranking Activities Lead Scoring Marketing Automation Services 120

Customer Experience Matrix

JUNE 27, 2014

Like all the others except ReachForce, the company builds a master database of information about businesses and individuals by scanning the social networks, company Web pages, job sites, paid search spend, search engine page rank, and other sources.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Reachforce 120

Customer Experience Matrix

NOVEMBER 4, 2014

Also in the CDP spirit, Lytics makes extensive use of external products within its data and analytics layers, relying on third party systems to connect social media, email and postal identities; to import social and Web site data; for reporting; and to do natural language processing.

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Enterprise Management Marketing Management 120

Customer Experience Matrix

FEBRUARY 5, 2015

social data. Maybe my biggest surprise was finding that many if not most vendors have now added features to automatically look up new contacts in social networks and add that data to their marketing automation or CRM profile. Perhaps having agencies run them is the real solution instead.

Marketing Automation Services 120

Marketing Automation Services Demand Generation Agencies Marketing Report Marketing Automation 120

Customer Experience Matrix

OCTOBER 17, 2012

B2B systems strengths are concentrated elsewhere, in execution capabilities like email design, landing pages, multi-step campaigns, and social messaging. B2B marketing automation systems are built for lead nurturing and provide a foundation adequate for that purpose.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

JULY 22, 2011

App markets are quite the fashion right now, and HubSpot’s joins the Eloqua AppCloud announced in June. Performable also has existing connectors with a variety of social media, help desk, email, billing, chat and CRM systems. The company gave me a brief preview of the App Marketplace back in May, when the public beta had just launched.

Hubspot 120

Hubspot Marketing Automation Services API Salesforce.com 120

Customer Experience Matrix

JULY 10, 2013

Optify can build a unified contact profile by connecting names, email addresses, social accounts, and multiple cookies for the same person, using site log-ins, email clicks, and form submits on different devices. This lets reports show Web visits, conversions and other subsequent activity from search, social, and email campaigns.

Demand Generation Agencies 120

Demand Generation Agencies Marketing Automation Services Paid Search Agency Small Business Marketing 120

Customer Experience Matrix

SEPTEMBER 2, 2011

They plan to do this by becoming the platform for the “social enterprise”, which they see as the next major generation of computing. Their equivalent is Salesforce Chatter, the social network for company workers they see as connecting all company systems. Oh dear, I do sound pretty crotchety, don’t I?

Enterprise Management 120

Enterprise Management Marketing Automation Services Salesforce.com Work Management 120

Customer Experience Matrix

JANUARY 31, 2010

In other words, Marketing Studio competes with high-end demand generation systems like Eloqua , Market2Lead and Neolane. Eloqua and Market2Lead are based on sales automation data, but can incorporate external tables. (For more on vendor classifications, see my list of demand generation vendors from last November.)

Paid Search Agency 120

Paid Search Agency Work Management Marketing Management Resource Management 120

Customer Experience Matrix

SEPTEMBER 16, 2010

Those of you familiar with the Raab Guide to Demand Generation Systems know it already contains very detailed information on major vendors ( Aprimo , Eloqua , Genius.com , Manticore Technology , Marketbright , Marketo , Neolane and Silverpop ). In theory it should be possible for social media to provide a public forum for such issues.

RFP 120

RFP Marketing Automation Services Marketing Automation Automation 120

Customer Experience Matrix

MARCH 8, 2011

Despite this background, yesterday’s announcement positioned the firm’s competitors as the mid-to-large company B2B marketing automation vendors, listing Eloqua , Marketo , Genius , Manticore , and Neolane by name. Now THAT's what I call openness.

Salesforce.com 120

Salesforce.com Enterprise Management Hubspot Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 13, 2014

Mintigo’s conclusion across 186,500 B2B companies was that just three percent were using the most common marketing automation systems: Oracle Eloqua , Marketo, HubSpot, and Salesforce.com Pardot. There’s still a bit of selection bias – it won’t work if a company isn’t on the Internet – but the impact is obviously much less.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

AUGUST 23, 2009

Summary: Pedowitz Group’s Sweet Suite captures social media comments and forwards them to a company’s primary marketing automation system. It’s a small but critical step towards integrating social media with other marketing programs. But social media are for interactions, not broadcasts.

Marketing Automation Services 120

Marketing Automation Services Social Media Work Management Marketing Management 120

Customer Experience Matrix

MARCH 25, 2012

The mechanics were clear: a tool to generate HTML-based forms, surveys, banner ads, and social sharing links that could be used on Web sites or embedded in emails. Data captured by Kwanzoo can be directly posted to Eloqua , Marketo , Constant Contact and Salesforce.com.

Advertising Channels 120

Advertising Channels Eloqua Ad Building Paid Search Agency 120

Customer Experience Matrix

MARCH 29, 2016

Integration with Oracle Eloqua and Salesforce.com lets a new tactic automatically create a corresponding campaign in either system. Standard integrations are available for Salesforce.com, Oracle Eloqua, Marketo , Google Analytics , Adobe Marketing Analytics , and other systems. These can be tailored to each client.

Work Management 120

Work Management Marketing Management Multi-Touch Attribution Optimization 120

Customer Experience Matrix

FEBRUARY 10, 2011

The other pattern clearly visible is the two heavily-populated columns in the center, representing mid-market leaders Eloqua and Marketo. The high number of green cells (seven for Marketo and nine for Eloqua) shows that both products are feature-rich. It’s interesting that the second group are the items shared by Marketo and Eloqua.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Marketing Automation 120

Customer Experience Matrix

SEPTEMBER 13, 2011

For example, their Web site lists eight press releases during 2011, compared with 46 for Eloqua and 30 for Marketo. The biggest news in its latest release, announced August 31 , was using Qwerly to copy public social media profiles into the marketing database. Again, good stuff but not revolutionary.

Ideal Customer Profiles 120

Ideal Customer Profiles Marketing Automation Services Eloqua Paid Search Agency 120

Customer Experience Matrix

FEBRUARY 24, 2014

Marketing orchestration” is a considerable jump beyond the traditional role of “marketing automation”, but I’ll save that analysis for another day.

Enterprise Management 120

Enterprise Management Marketing Automation Services Work Management Marketing Management 120

Customer Experience Matrix

MARCH 19, 2015

The Internet has changed that, providing oceans of relevant detail from company Web sites, social media, job boards, and other sources. businesses into clusters based on similarities in products, technologies used, hiring patterns, news events, social data, and other factors. Fit scores alone are much more limited.

Lead Ranking 120

Lead Ranking B2B Sales Work Management Marketing Management 120

Customer Experience Matrix

NOVEMBER 1, 2013

The current marketing automation leaders – Oracle Eloqua , Marketo , Salesforce Pardot , Silverpop , Act-On, etc. It also adds some that are less common, including social data appending, blogging, and Web content management. date from the mid-2000s and were originally built to feed leads to Salesforce.com.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Marketing Automation 120

Customer Experience Matrix

APRIL 17, 2013

The system scans public databases, company Web pages, and selected social networks to find significant events such as title changes, product launches, job openings, new locations, and investments. Users can export lists to Excel and Marketo, with connectors for Eloqua and other marketing automation systems on the way.

Automation 120

Automation Ideal Customer Profiles Salesforce.com Eloqua 120

Customer Experience Matrix

MAY 20, 2009

As I and others have written, the immediate implication of this change is that marketing systems should provide salespeople with more information about prospect behaviors – what Steve Woods of Eloqua elegantly calls “digital body language”. The question is which of these features will turn out to be really essential.

Digital Asset Management 120

Digital Asset Management Work Management Marketing Management Rules 120

Customer Experience Matrix

SEPTEMBER 23, 2009

Problems include Flash, video, audio and other non-HTML Web content; venues like mobile, digital video recorders and interactive TV; widgets that migrate through social networks; and plain old cookie deletion. demand generation vendors: Eloqua , Silverpop , Marketo , etc.) Thus, the business-oriented marketing automation vendors (i.e.,

Enterprise Management 120

Enterprise Management Analytics Work Management Marketing Automation Services 120