Customer Experience Matrix

NOVEMBER 30, 2011

CRM integration is a fundamental feature of marketing automation. Pretty much every system can send leads to Salesforce.com , but capabilities vary significantly once you start looking for more. It then gives ten pages of checklists with specific features to consider. Then they learn they hard way what they should have asked.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation CRM Features 120

Customer Experience Matrix

AUGUST 11, 2010

Summary: Adobe added Web content management, digital asset management and social media features to its arsenal when it purchased Day Software last month. In particular, it’s also one of the main benefits offered by the landing page, Web form and microsite features of marketing automation systems.

Digital Asset Management 120

Digital Asset Management Enterprise Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JULY 30, 2009

Summary: Hubspot offers a bundle of Web traffic generation and lead management features in one low-cost package. The current version also hosts landing pages and Web sites, manages a lead database with profiles and Web activity history, generates lead scores, sends alerts to sales people, and synchronizes data with Salesforce.com.

Small Business Marketing 120

Small Business Marketing Bundling Work Management Paid Search Agency 120

Customer Experience Matrix

FEBRUARY 7, 2012

As before, the charts show three columns: change in feature availability over the past year among core marketing automation vendors; current availability among core vendors; and current availability among enterprise vendors. Given the lack of demand, it’s not too surprising that many vendors don’t offer strong testing features.

Enterprise Management 120

Enterprise Management Marketing Automation Services Work Management Marketing Management 120

Customer Experience Matrix

AUGUST 14, 2014

Few people would suggest you learn salesmanship from the play Glengarry Glen Ross ,* but its central message rings true: good leads are the lifeblood of a sales organization.** Some vendors only rank leads while others build multiple models for different purposes. • Infer runs multiple models against leads provided by the client.

Lead Ranking 120

Lead Ranking Work Management Marketing Management Lead Scoring 120

Customer Experience Matrix

JANUARY 7, 2010

But the real excitement will be features that expand the scope of demand generation products to support inbound marketing, better measurement, and more efficient content creation. I do expect vendors to converge on more standard social media features. Certainly those features will continue to grow. external data.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Work Management 120

Customer Experience Matrix

AUGUST 22, 2013

Features will probably converge as vendors extend their products to attract more clients. One of these categories is systems for B2B lead scoring. The most typical application is deciding which leads should go to sales, be further nurtured by marketing automation, or discarded entirely.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Ideal Customer Profiles 120

Customer Experience Matrix

NOVEMBER 15, 2013

ReachLocal’s new service, called ReachEdge, provides clients with a custom Web site, contact database, automated email streams to leads and customers, and automated alerts to company staff. Each category kicks off its own stream of messages (to the leads) and alerts (to company users), which can be spaced over time.

Small Business Marketing 120

Small Business Marketing Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

AUGUST 29, 2013

- LeadSpace does build lead scores, something its Web site doesn’t reflect. In LeadSpace’s case, the company builds “ideal buyer profiles” that measure how similar a lead is to a sample of existing customers provided by a client. Most clients have multiple profiles for different products or customer segments.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Ideal Customer Profiles 120

Customer Experience Matrix

APRIL 28, 2009

Summary : a small survey of demand generation users shows that more than half deployed basic demand generation features within one week , and about 75% within one month. More complicated features take longer, but in general, 80% of the features ever deployed are in place by the end of two months. lead scoring 12 7 3 0 10 4 36.89

Demand Generation 120

Demand Generation User-Generated Content Customer Surveys Lead Ranking 120

Customer Experience Matrix

JANUARY 27, 2021

The drive to build suites clarifies why predictive analytics vendors Bloomreach, RichRelevance, and Gpredictive are such frequent partners: stand-alone predictive tools are missing nearly all the features needed for a full marketing platform, so they have the most to gain from buying a CDP that fills those gaps.

Marketing Automation Services 270

Marketing Automation Services Enterprise Management Marketing Management Lead Ranking 270

Customer Experience Matrix

APRIL 14, 2012

This included a full revamp of its customer interface, a new campaign builder and shopping cart, and new capabilities for Web analytics, lead scoring, and lead source reporting. Lead scoring (nicely executed), Web analytics, and lead source reporting all fill major gaps in the product. Infusionsoft still has a ways to go.

Lead Ranking 120

Lead Ranking Lead Scoring Analytics Campaigns 120

Customer Experience Matrix

MAY 2, 2021

That discussion, in turn, usually leads to a recommendation that companies build software which will create unique competitive advantage and otherwise buy when a satisfactory option exists. A built system can include features that are not available in a purchased CDP, creating unique competitive advantage.

Work Management 292

Work Management Marketing Management Buy Ad Building 292

Customer Experience Matrix

JULY 20, 2009

Summary: Active Conversion helps marketing and sales departments make the best use of leads they’ve generated outside the system. These functions, plus supporting features for database management, content management, sales system synchronization, and reporting, form a basic template for measuring demand generation software.

Active Conversion 120

Active Conversion Lead Ranking Lead Scoring Lead Management 120

Customer Experience Matrix

AUGUST 23, 2012

Act-On’s position on top of the product fit range is a bit misleading: when you look at the components of that score (see below; this comparison chart is another VEST feature), the vendors are all very close. SalesFusion appears here as it did in the micro- and large-business charts: what can I say, they have rich features at a good price.

Eloqua 120

Eloqua Act-On Marketing Automation Services Marketo 120

Customer Experience Matrix

DECEMBER 16, 2018

But a more realistic explanation is that clients are always asking for new features and vendors are eager to oblige. But those explanations always felt a bit contrived and ran into the fact that retail, financial, travel, and telecommunications had always been the leading industries in customer data-driven marketing.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

Customer Experience Matrix

JUNE 19, 2015

The core features of B2B marketing automation have been well understood for nearly ten years and prices have been dropping steadily for about the same time. Allyde will eventually add other packages with more features. I started with the lead import feature, which was rather barebones. My general impression was positive.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Work Management Automation 120

Customer Experience Matrix

NOVEMBER 14, 2016

Many were features that already exist in other mid-tier systems, including branching visual workflows, sessions within Web analytics reports, parent/child relationships among business records, and detailed control over user permissions. This, in turn, lets HubSpot offer features that less well-connected competitors cannot duplicate.

Marketing Automation Services 0

Marketing Automation Services Hubspot Conference Marketing Automation 0

Customer Experience Matrix

FEBRUARY 4, 2014

the hot new feature is…SEO content rating. What I hadn’t realized before is that at least a half dozen vendors had added or improved features to help marketers build content that attracts search engine hits on selected keywords or concepts. Based on this data, I’m projecting a 60% increase in industry revenue for 2014, to $1.2

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Top of Funnel 120

Customer Experience Matrix

SEPTEMBER 7, 2016

This freed developers to create specialized features without building a complete infrastructure. This leads to integrated suites – marketing clouds, anyone? that may not have the best features for any particular function but offer a broad range of capabilities. This gives bigger, most established firms the advantage.

Work Management 120

Work Management Marketing Management Salesforce.com Vendors 120

Customer Experience Matrix

FEBRUARY 13, 2014

Users Want Core Marketing Automation Features Both Software Advice and Pepper Global asked what features marketing automation buyers want. Similarly, the Pepper Global data’s low ratings for lead activity tracking, lead capture, and Website visitor tracking reflect that marketers have systems in place for those.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

FEBRUARY 18, 2018

Some CDP vendors have added GDPR-specific features such as consent gathering, usage tracking, and data review portals. It will also raise consumers' awareness of their data and their rights, which should lead to better quality customer information as consumers feel more confident that data they provide will be handled properly.

Enterprise Management 189

Enterprise Management Work Management Marketing Management Paid Search Agency 189

Customer Experience Matrix

OCTOBER 29, 2015

It’s primarily used to set up data processing flows for data cleaning, matching, and lead routing. The Marketo integration reads only the lead object, although the activities object is being added. The Salesforce integration reads leads, contacts, opportunities, campaigns and accounts and will add custom objects.

Work Management 120

Work Management Marketing Management Marketing Automation Services Lead Ranking 120

Customer Experience Matrix

MAY 17, 2016

For this one, I finally got around to listing the specific features that ABM requires that are not part of standard marketing automation. Account based lead scoring is also a relatively recent improvement that still isn’t universally available. And lead nurture campaigns are still primarily organized around individuals.

Account Based Marketing 149

Account Based Marketing Conference ABM Funnel Advertising 149

Customer Experience Matrix

JUNE 16, 2010

On June 29, I'll be giving a Webinar on “Matching a Marketing Automation System to Your Needs”, part of a day-long set of all-star lead management presentations organized by the Focus online business community. Even buyers who assess their needs may need some help figuring out what features those needs imply. Here's a bit of a preview.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Work Management Marketing Management 120

Customer Experience Matrix

JANUARY 22, 2014

Before jumping into the new systems, it helps to define a set of standard features to measure them against. nurture campaigns), and share leads with a CRM system like Salesforce.com. nurture campaigns), and share leads with a CRM system like Salesforce.com. Leadsberry is among the oldest of these systems, launched in July 2012.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Marketing Automation Automation 120

Customer Experience Matrix

FEBRUARY 5, 2012

As you might expect, products for larger companies have more features available. (In In this and following charts, “feature availability” is the ratio the actual vendor scores to the highest possible scores. Remember, though: more features is not always better. What really matters is specific features.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

APRIL 9, 2014

At that time, the marketing product was missing key marketing automation features including lead scoring, multi-step workflows, and integration with Salesforce.com. Salesforce.com synch is bi-directional and works with lead and contact records. Those were all added last month. But it doesn''t support a/b splits within the flows.

Marketing Automation Services 120

Marketing Automation Services Salesforce.com Purchase Paid Search Agency 120

Customer Experience Matrix

JANUARY 5, 2016

I sampled leading marketing automation vendors for different sized companies. It turns out that G2Crowd and TrustRadius had consistently huge leads over the others. When it comes to depth, TrustRadius and DiscoverCloud stand out, although I was also impressed by the feature details and actual pricing information in G2Crowd.

Marketing Automation Services 120

Marketing Automation Services Software Lead Ranking Paid Search Agency 120

Customer Experience Matrix

DECEMBER 4, 2012

The company’s justification for this claim is that it adds sales-marketing alignment to standard marketing automation features. As the table accompanying my Balihoo post indicates, these are pretty much standard features for channel partner systems. Mindmatrix does a good job with these features. Integrations with ACT!

Marketing Automation Services 120

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 120

Customer Experience Matrix

JULY 3, 2013

More puzzling was Venntive’s decision to include a full accounting system and a community management features such as private discussion forums, Wikis, events, and custom fields for groups within its database. One problem with writing about a system like Venntive is evaluating its huge number of features. So far pretty normal.

Small Business Marketing 120

Small Business Marketing Marketing Automation Services Communities Lead Ranking 120

Customer Experience Matrix

JULY 15, 2013

It lacks the Salesforce.com integration of B2B systems (due early next year), the lightweight CRM of micro-business systems, and the lead scoring and distribution of both. On the other hand, it does offer email and landing pages, two marketing automation basics, as well as several features borrowed from Vocus PR software.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Social Marketing 120

Customer Experience Matrix

FEBRUARY 2, 2016

It also uses matches created elsewhere such as lead IDs used to synchronize CRM and marketing automation data or cookie IDs imported from Google Analytics. Collaboration features let users attach virtual “sticky notes” to screen images and share these via Slack or Claritix’s own communication channels.

Analysis 120

Analysis Marketing Analytics Tools Marketing Automation Services Salesforce.com 120

Customer Experience Matrix

AUGUST 25, 2016

Of the final two, one supports measurement with advanced lead-to-account mapping (LeanData) and one attribution specialist (Bizible). Differenatiators for this group include: lead-to-account mapping to unify data corporate hierarchy mapping (headquarters/branch, parent/subsidiary, etc.)

Marketing Automation Services 120

Marketing Automation Services Account Based Marketing Vendors Differentiation 120

Customer Experience Matrix

DECEMBER 18, 2012

The task is really the same as a sophisticated lead nurturing campaign: to monitor customer behavior and respond appropriately. Today’s B2B marketing automation systems are used primarily for lead nurturing. I therefore expect marketing automation vendors to instead shift toward features for acquisition marketers.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

OCTOBER 19, 2010

Of the three classic competitive strategies – low price, great service and innovative products – there are plenty of low price options and leading vendors work aggressively to help their clients succeed. This leaves unique features as the only viable strategy for a new firm.* Alsa has some other unusual features.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120

Customer Experience Matrix

MAY 8, 2018

This would inevitably lead to smaller firms being excluded from data acquisition. Brinker argues that fundamental structural features – including low barriers to entry, low operating costs of SaaS, ever-changing needs, micro-services architectures, and many more – favor continued growth (but carefully avoids making any prediction).

Advertising Agencies 166

Advertising Agencies Marketing Proposals Barriers Vendors 166