Customer Experience Matrix

MAY 18, 2007

The paper, from Manticore Technology , recommends five best practices for business marketing: (1) define a unified marketing and sales pipeline; (2) deploy an integrated marketing and sales platform; (3) measure pipeline activity; (4) automate lead nurturing; and (5) focus on the top of the funnel.

Manticore 120

Manticore Online Lead Generation Lead Generation Vtrenz 120

Customer Experience Matrix

MAY 17, 2016

The most fundamental is an account-based view of your customer and prospect data: while traditional marketing automation systems are organized around individual leads, ABM demands organization around accounts. Account based lead scoring is also a relatively recent improvement that still isn’t universally available.

Account Based Marketing 149

Account Based Marketing Conference ABM Funnel Advertising 149

Customer Experience Matrix

FEBRUARY 4, 2014

I suppose that’s become increasingly important as marketing automation moves beyond its original role in lead management to help attract new leads at the top of the funnel. (Do Do I get SEO credit for using “top of the funnel”?) lots of new vendors.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Top of Funnel 120

Customer Experience Matrix

MAY 25, 2016

That solution, in case you missed it, links leads to accounts and makes account data available for segmentation, campaign rules, and personalization.* At the other end of the funnel, Demandbase will help salespeople choose messages by feeding them information about the likely interests of target individuals.

Account Based Marketing 0

Account Based Marketing DemandBase Eloqua Buy 0

Customer Experience Matrix

AUGUST 3, 2010

Enterprise Edition supports these by adding user roles, “lead partitions” to control access to database segments and “workspaces” to make Marketo objects (contents, campaigns, lists, etc.) User roles (but not lead partitions or workspaces) are now available in Marketo’s Professional Edition as well. available to different user groups.

Enterprise Management 120

Enterprise Management Marketo Marketing Management Marketing Automation Services 120

Customer Experience Matrix

MAY 12, 2015

Reports show email and Web activities, campaign results, and customers at each stage of the sales funnel. The system also can do basic lead scoring and assign prospects to sales funnel stages. Users can send emails, which come from the user’s own domain. Screens are designed for simplicity and mobile devices.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Microsite Automation 120

Customer Experience Matrix

JULY 10, 2013

Finally, Optify has expanded into conventional marketing automation over the past 18 months and most recently added basic contact management and distribution of lead information, scores, and alerts to sales people. This is enough sales enablement to complete its sweep of the four themes. I guess I should send them a t-shirt or something.

Demand Generation Agencies 120

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

Customer Experience Matrix

AUGUST 6, 2013

Still, the vendor comparison in our VEST report shows that RightWave’s core functionality – for lead generation, campaign management, scoring and distribution, and reporting – is on par with mid-tier leaders Pardot and Marketo. It’s a little hard to review software that isn’t used by its buyers.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

MAY 23, 2012

Even if marketers can’t measure revenue, they can set benchmarks for metrics like number of leads generated, funnel conversion rates, or cost per order. Again, the real need is to understand the factors that determine future results, such as response rates and funnel velocity. Projections. Operations.

Lead Ranking 120

Lead Ranking Contingency Planning Planning Lead Scoring 120

Customer Experience Matrix

AUGUST 8, 2015

It lops a whole layer off the top of the funnel and finally lets you discard the wasted half of your advertising. It’s tempting just treat intent-based lists as sales leads. But intent data is a complicated topic. It comes from different places, has different degrees of accuracy and coverage, and can be used in many different ways.

Intent Data 120

Intent Data Intent Bombora Top of Funnel 120

Customer Experience Matrix

JULY 28, 2010

Manticore offers a straightforward one: define the stages in your marketing funnel; benchmark performance at each stage and identify bottlenecks; create transitional content to move prospects into new stages; define nurture programs to reduce bottlenecks; execute the programs; measure the results and compare them with your goals.

Manticore 120

Manticore Marketing Automation Services Demand Generation Agencies Marketing Management 120

Customer Experience Matrix

NOVEMBER 16, 2010

It’s worth noting that the “move to campaign” action can send leads to a specific step within another campaign – not a new feature but still rare within the industry. More substantively, multiple users can work on the same design simultaneously and the designs can be saved as reusable templates.

Eloqua 120

Eloqua Allocation Enterprise Management Lead Scoring 120

Customer Experience Matrix

AUGUST 30, 2012

This is a major expansion beyond HubSpot’s original focus on “inbound marketing” to attract leads. Available actions include changing contact data, sending a record to CRM, updating a lead score, setting a lifecycle stage, and changing the call to action. It’s also one I agree with – see this post on why the marketing funnel is dead.)

Hubspot 120

Hubspot Top of Funnel Ideal Customer Profiles Landing Pages 120

Customer Experience Matrix

NOVEMBER 18, 2011

Benchmarking requires standard definitions to allow comparisons across program types, funnel stages, responses, and industry groups. Think about lead scoring, where the traditional approach is for a team of people to sit around a table and negotiate a set of scoring rules. Pay per Result.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Paid Search Agency 120

Customer Experience Matrix

MARCH 5, 2009

The main result of the conversations so far has been to clarify the items related to lead routing. Of course, I do realize that publishing this matrix lead to many more phone calls from vendors who want to know why they weren't listed in a given category. Perhaps I'm just starved for attention, but I do in fact appreciate the feedback.

Lead Scoring 120

Lead Scoring Lead Ranking Demand Generation Work Management 120

Customer Experience Matrix

FEBRUARY 12, 2009

Three of the five core demand generation functions are clearly there: outbound email, Web forms, and lead nurturing campaigns. If advanced lead scoring or Salesforce.com integration are show stoppers for you, then read no further. If not, the marketing automation functions in Infusionsoft are worth considering.

Pricing 120

Pricing Price Impressions Marketing Management 120

Customer Experience Matrix

JUNE 9, 2010

This is no different from the “sales funnel” that sales managers have long measured, nor from the AIDA model (awareness, interest, desire, action) that structures traditional brand marketing. But to ignore the impact on all stages except one is an oversimplification that can easily lead to false conclusions and poor marketing decisions.

Top of Funnel 120

Top of Funnel Marketing Funnels Allocation Marketing Management 120

Customer Experience Matrix

DECEMBER 22, 2015

The simplest is just connecting marketing leads to closed sales, which is an issue because the data in sales systems is often incomplete. A higher level ties specific marketing programs to individual leads, and through them to accounts and deals. Since Salesforce.com can also capture lead source (i.e.,

Marketing Automation Services 120

Marketing Automation Services Top of Funnel B2B Marketing Allocation 120

Customer Experience Matrix

OCTOBER 2, 2011

This strategy has two main elements, which were set out by CEO Brian Halligan in his keynote: - expansion to “middle of funnel” marketing. HubSpot originally focused on “top of funnel” or “inbound” marketing, which boils down to helping marketers to attract Web traffic. To be clear, this isn't about building a simpler interface.

Marketing Automation Services 120

Marketing Automation Services Top of Funnel Work Management Hubspot 120

Customer Experience Matrix

SEPTEMBER 3, 2012

Survival and conversion rates show the shape of the funnel, but not the dimension of time. A greater focus on comparing expected vs. actual results would have helped, since calculating the expectations would have probably required a closer focus on how long it took leads to move through the funnel. throughput matters.

Multivariate analysis 120

Multivariate analysis B2B Marketing Planning B2B 120

Customer Experience Matrix

OCTOBER 9, 2013

Of course they differed in the precise categories used and their audiences, but they generally covered the major B2B marketing automation features: email, Web behavior tracking, landing pages, nurture campaigns, lead scoring, analytics, and social media marketing. Note that not everyone is a marketing automation user.

Lead Ranking 120

Lead Ranking Marketing Automation Services Marketing Automation Lead Scoring 120

Customer Experience Matrix

MARCH 30, 2009

Leads can enter a sequence when they fill out a Web form, are manually added by the user, or trigger the conditions specified in a “global rule”. The system checks each lead against all the global rules every time the lead’s data changes, allowing real time response to lead activities.

Demand Generation 120

Demand Generation Small Business Marketing Cost Demand 120

Customer Experience Matrix

JUNE 20, 2011

Or, you could apply lead scores or funnel stage definitions. So, a report might find that 40% of “stage 3 leads” (whatever they are) made a purchase after attending a Webinar, while just 15% of “stage 3 leads” made a purchase if they didn't attend a Webinar.

Marketing Attribution 120

Marketing Attribution Lead Ranking Paper Comparison 120

Customer Experience Matrix

JUNE 17, 2009

In this view, content management is responsible for attracting, engaging and capturing leads, while campaign management captures, nutures, and sends leads to sales. This leads to an elaborate metaphor about hiding in coral reefs, but I'll restrain myself. a marketing or sales manager).

Demand Generation 120

Demand Generation Marketing Management Demand Marketing Automation Services 120

Customer Experience Matrix

DECEMBER 29, 2009

The process to set up multi-step campaigns (which the vendor calls “lead flows”) is now quite straightforward. Users first create the lead flow and link it to recipient and suppression lists that will determine who enters the flow. Esthetics aside, however, the actual capabilities of the lead flows are still somewhat limited.

Loopfuse 120

Loopfuse Demand Generation Agencies Demand Generation Demand 120

Customer Experience Matrix

OCTOBER 8, 2014

Most marketers are now familiar with basic predictive modeling applications like lead scoring and content recommendations. This is another area that has received little attention so far, especially in terms of refinements like testing and optimization. New Technologies • Predictive everywhere.

Work Management 120

Work Management Marketing Management Multi-Touch Attribution Planning 120