KoMarketing Associates

JUNE 29, 2016

Here are 8 examples of LinkedIn Groups we have found critical for B2B marketing professionals, based on their coverage of a range of digital marketing strategies, technologies, and discussion opportunities. Salesforce.com. From the group introduction: Salesforce.com. eMarketing Association Network. Salesforce app ecosystem.

Linkedin 141

Linkedin B2B Marketing Marketing Analytics Tools Work Management 141

Customer Experience Matrix

MARCH 6, 2016

Infusionsoft argues that their partner network is a competitive barrier that would be hard for another software vendor to overcome. As usual at these conferences, I spent a good chunk of my time cruising the exhibition floor for interesting new vendors. Two other vendors also caught my eye. I’m pretty sure they’re right.

Small Business Marketing 120

Small Business Marketing Work Management Marketing Management Planning 120

Customer Experience Matrix

AUGUST 21, 2018

Facebook reinstated social monitoring vendor Crimson Hexagon despite concerns that government agencies were using it to monitor public activities. There's more bad news for marketers and other business people: clients' customer data was exposed by Salesforce.com (although there’s no evidence that anything was actually leaked).

Privacy Policies 149

Privacy Policies Privacy Salesforce.com Amazon 149

Customer Experience Matrix

OCTOBER 24, 2014

SalesPredict is a perfect example: a small vendor with a powerful system that just launched earlier this year. The whole process takes just a few hours from making the Salesforce.com connection to seeing scored records, with most of the time spent downloading CRM data and scanning the Web for other information.

Lead Ranking 120

Lead Ranking Lead Scoring Automation Salesforce.com 120

Customer Experience Matrix

FEBRUARY 2, 2016

The system has prebuilt connectors to import data from popular vendors including Salesforce.com , Marketo , Hubspot , SAP , SugarCRM , and Facebook. There is no capability, for example, to write the assembled data back to source systems for their own use. Here’s a deeper look. It can connect with others through standard APIs.

Analysis 120

Analysis Marketing Analytics Tools Marketing Automation Services Salesforce.com 120

The Point

FEBRUARY 11, 2013

In 2011, she became President and CEO of Full Circle CRM , a company dedicated to helping VPs of Marketing use Salesforce.com to get accurate and useful performance data about marketing campaigns. HS: How are you different from marketing automation vendors like Eloqua or Marketo at addressing this issue?

Marketing Automation Services 100

Marketing Automation Services Salesforce.com Campaigns Budget Programs 100

Biznology

JUNE 6, 2018

According to Salesforce.com , 92% of customer interactions happen on the phone. Call tracking vendors expect users to use a CRM. Some vendors (CallRail) offer a rudimentary, quasi-CRM app (LeadCenter), that lacks the robust tools needed for true marketing automation. One vendor already building a chat-based hub is Podium.

Marketing Automation Services 167

Marketing Automation Services Top of Funnel Enterprise Management Work Management 167

Customer Experience Matrix

FEBRUARY 10, 2017

Lead Genius is a good example. Let’s look at those stages, using the four step structure of the Raab Guide to ABM Vendors. Nearly every vendor who does this applies some form of natural language processing to extract information from unstructured sources. Identify target accounts. So AI does indirectly drive interaction flows.

Marketing AI 120

Marketing AI Account Based Marketing Lead Scoring Lead Ranking 120

Customer Experience Matrix

JANUARY 20, 2016

Intent data is one of hottest topics in marketing today – see, for example, Oracle’s recent purchase of AddThis. B22B lead generation vendor True Influence today announced a new product to help fill these gaps. InsightBASE has standard integrations with Marketo , Oracle Eloqua , and Salesforce.com.

Intent Data 120

Intent Data Intent Lead Ranking Marketing Automation Services 120

Customer Experience Matrix

MARCH 26, 2015

For many smaller companies, a suite like Adobe, Oracle , IBM , Salesforce.com , SAS , or Teradata isn’t an option and would be overkill if it were. Some vendors do this better than others. Reports can be filtered by opportunity status, for example to show only closed deals. But such integrated solutions are rarely comprehensive.

Paid Search Agency 120

Paid Search Agency Display Enterprise Management Marketing Automation Services 120

Customer Experience Matrix

JUNE 11, 2015

The July release will supplement this with opportunity information from Salesforce.com CRM, allowing correlation of content usage with funnel stage conversions and revenue. But from a technology standpoint, what’s most interesting about Highspot is what the vendor calls “content genomics”.

Top of Funnel 120

Top of Funnel Salesforce.com Advertising Funnels Advertising Agencies 120

Customer Experience Matrix

JANUARY 22, 2014

I’ve been gearing up for the next edition of our VEST report on B2B marketing automation systems, which involves catching up with established vendors and chasing down some new ones. nurture campaigns), and share leads with a CRM system like Salesforce.com. Here are highlights of several vendors I’ve looked at recently.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Marketing Automation Automation 120

Customer Experience Matrix

APRIL 10, 2014

Marketo has described itself as a platform for at least a year now (see this press release , for example) and I’ve been talking about marketing systems as platforms for even longer. Every major marketing automation vendor has tried to do the same. Let me be clear. I’m not saying the platform approach is a bad one for Marketo.

Marketo 120

Marketo Marketing Automation Services Conference Work Management 120

Customer Experience Matrix

JUNE 30, 2010

It's one example of how vendors are now competing to attract new users. This will put substantial pricing pressure on vendors who, in many cases, are already struggling to reach sustainable margins. Other vendors – notably Pardot – have followed a similar cost-removal strategy.

Loopfuse 120

Loopfuse Marketing Automation Services Enterprise Management Marketing Management 120

Customer Experience Matrix

NOVEMBER 24, 2016

It competes with the usual enterprise suspects: Adobe , Oracle , Salesforce.com , IBM , and SAS. Even more than those vendors, Pega focuses on selling to large companies, describing its market as primarily the Fortune 3000. The interface to set up the arbitration rules is where Decision Hub’s maturity is most obvious.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

OCTOBER 29, 2015

When I first described Customer Data Platforms two and half years ago, all the vendors offered an application such as predictive analytics or campaign management in addition to the "pure" CDP function of building the customer database. Current clients use Openprise in more modest ways, however.

Work Management 120

Work Management Marketing Management Marketing Automation Services Lead Ranking 120

Customer Experience Matrix

AUGUST 6, 2013

For example, a recent Gleanster report found that 73% of top performers listed lack of skilled staff as one of the top challenges to success. Most of the sales information is presented within the Salesforce.com interface, although users can drill down into details held with RightWave.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

MAY 14, 2014

Lots of vendors have now taken to describing their systems as platforms – Oracle , Salesforce , IBM , Adobe , Marketo , HubSpot , InfusionSoft and even CallidusCloud. The only real requirements seems to be some sort of a marketplace – all loosely modeled on Salesforce.com’s AppExchange, which in turn I see as inspired on Apple’s App Store.

Rules 120

Rules Work Management Marketing Management API 120

markempa

FEBRUARY 18, 2013

The first technology that comes to mind is CRM software, such as Salesforce.com or Microsoft Dynamics. Heidi Melin, CMO, Eloqua , obviously has a certain amount of vested interest as a MA software vendor, and she pointed out the value of MA for marketers. “By Performing split testing on campaigns, such as email subject lines or copy.

Sales Management 120

Sales Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JULY 30, 2009

Marketing automation vendors entering this market are essentially betting that they can make their systems powerful enough to be useful and easy enough for a small business to run. If the vendors fail, the business will go to consultants, ad agencies, and other service firms that do the clients’ marketing for them.

Small Business Marketing 120

Small Business Marketing Bundling Work Management Paid Search Agency 120

Customer Experience Matrix

DECEMBER 4, 2012

One easily predictable trend in B2B marketing automation is that vendors will tailor their systems to specific industries. For example, the data model of B2B systems is largely fixed, so industry-specific data models (a major component of vertical systems) are largely irrelevant. Integrations with ACT!

Marketing Automation Services 120

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 120

ANNUITAS

MARCH 1, 2016

One analytics vendor after another is selling you on their ability to analyze and make sense of “any” data. Connect account-level outcomes to contact-level activity : CRM platforms such as Salesforce.com are largely organized around account and opportunity objects. Big Data propaganda is rampant these days. Garbage in; garbage out.

Demand Generation 100

Demand Generation Demand Elasticity Analytics 100

Customer Experience Matrix

JULY 21, 2009

The flash show when you enter the company’s Web site could easily be mistaken for a demand generation product – it lists campaign workflow, list segmentation, email templates, Salesforce.com integration and dynamic reporting. The system was originally developed for its own use by outsourced appointment generation vendor LeadJen.

Efficiency 120

Efficiency Marketing Automation Services Work Management Marketing Management 120

Customer Experience Matrix

JANUARY 31, 2010

For more on vendor classifications, see my list of demand generation vendors from last November.) Small digression: most business marketing systems are designed around data from a sales automation system such as Salesforce.com. For example, it could use different rules for leads from different geographic regions.

Paid Search Agency 120

Paid Search Agency Work Management Marketing Management Resource Management 120

Customer Experience Matrix

SEPTEMBER 7, 2010

I can’t recall a vendor with the same business model as LeadPAC from marketing automation vendor True Influence. The prospects come through LeadPAC’s partnerships with major consumer and business list vendors. Define the email to send, starting either with vendor-provided templates or by uploading a client's own template.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Work Management Adwords 120

Jackie Walts

MARCH 6, 2019

Ditto for diving into platforms like WordPress, ABM technology and some more advanced functions of Salesforce.com. New AI tools have made it easier and less expensive and there are more vendors to choose from. Here’s an example of what you can get with data append: Firmographics – URL, industry, address, size of company, location, etc.

Demand 54

Demand Marketing Automation Services Budget Programs Salesforce.com 54

Customer Experience Matrix

SEPTEMBER 1, 2009

Prospects enter Net-Results from external Web forms (more about that later), file imports, manual data entry, or Salesforce.com synchronization. The actions themselves can send an email, adjust a lead score, or send the lead to Salesforce.com. They can also take actions including sending the lead to Salesforce.com and issuing an alert.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Small Business Marketing Marketing Automation Services 120

LeadSloth

AUGUST 26, 2010

Around the same time I got an email announcing Marketo’s Chatter for Sales Insight , integrating sales notifications in the Facebook-like interface of Salesforce.com Chatter. Is it easy for the vendors to implement? Many vendors make it easy to add “share to Twitter/Facebook/LinkedIn/etc.&# How useful is this?

Marketing Automation Services 100

Marketing Automation Services Social Media Marketing Automation Social Marketing 100

Biznology

FEBRUARY 13, 2015

In 2009, we updated our original 2002 study on B2B Data Decay that has been cited by Dun & Bradstreet, Zoom, Jigsaw (now part of Salesforce.com) and others. An Outside List Example: During the last 3-months we have been working on a lead generation campaign for Adeptpros ( www.Adeptpros.com ), a developer of apps.

List Brokers 80

List Brokers Ad brokers B2B Work Management 80

Customer Experience Matrix

DECEMBER 6, 2010

For example, there’s now an “associative search” feature that means I can enter client names in a sales rep selection box and the system will find the reps who serve those clients. From an end-user perspective, none were especially exciting -- which simply confirms that QlikView already had pretty much all the features it needed.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Salesforce.com 120

B2B Marketing Analytics

APRIL 3, 2022

Every marketing leader takes immense pride in talking about the marketing analytics teams at their organizations when they have implemented attribution tools/frameworks and can provide attribution data either via salesforce.com or via in case of more mature analytics teams in platforms like Tableau, Looker, DOMO, etc.

Marketing Attribution 52

Marketing Attribution Multi-Touch Attribution Marketing Analytics Tools Allocation 52

Customer Experience Matrix

JANUARY 20, 2009

Note that none of listed categories included behavioral information such as email clickthroughs or Web page visits, which demand generation vendors make so much of. The categories don’t make much sense to me because they overlap: products like Salesforce.com are both CRM systems and SaaS.

Work Management 120

Work Management Marketing Management Demand Generation Agencies Lead Scoring 120

Customer Experience Matrix

DECEMBER 3, 2008

My little tour of demand generation vendors landed at Pardot just before Thanksgiving. As you’ll recall from my post on Web activity statistics , Pardot is one of the higher-ranked vendors not already in the Raab Guide to Demand Generation Systems. So I was quite curious to see what they had to offer. What I found was intriguing.

Demand Generation 120

Demand Generation Enterprise Management Small Business Marketing Pricing 120

Customer Experience Matrix

APRIL 5, 2009

This leads to more variety as vendors experiment with different approaches to a now-defined problem. This means new products reflect the lessons each vendor has drawn from the industry’s history to date. For example: - emails and Web forms can be personalized with lead data, but don’t incorporate rule-selected content blocks. -

Demand Generation 120

Demand Generation Digital Asset Management Demand Marketing Management 120

Orb Intelligence

DECEMBER 19, 2014

Marketing software is becoming increasingly intelligent, with vendors building predictive algorithms to improve every aspect of demand generation and sales. Some of the players, for example, SalesPredict and 6Sense , provide intelligent support for the full customer lifecycle, from scoring inbound leads to predicting customer churn.

Marketing Management 40

Marketing Management Lead Ranking Paid Search Agency Salesforce.com 40

chiefmartech

APRIL 4, 2017

Many martec vendors promote that they have built-in integrations to one or more systems. We have consulted with clients that use Salesforce.com (SFDC) for their CRM, and we were tasked with integrating their newly-purchased marketing automation platform (MAP) with it. Out-of-the-box integration: caveat emptor. REST versus SOAP API.

Enterprise Management 52

Enterprise Management Work Management Marketing Management Marketing Automation Services 52

Webbiquity

AUGUST 29, 2011

Solution Toolbox provides their own comparison of their system to Squarespace and LightCMS , but take it with a grain of salt; it’s biased in their favor of course and some of the specifics are out of date (for example, Squarespace now includes a forms-builder). Web Marketing Platforms.

CMS Development 100

CMS Development Small Business Marketing Work Management Marketing Automation Services 100