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. SalesFusion did just take an $8.25

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Top of Funnel 120

Customer Experience Matrix

JUNE 13, 2016

When I first starting thinking about Account Based Marketing, I assumed that an ABM system would let marketers replicate at scale how sales teams manage key accounts: that is, to analyze each account in depth, set goals specific to that account, and then execute against those goals.

Account Based Marketing 120

Account Based Marketing Marketing Automation Services Work Management Buy 120

Customer Experience Matrix

AUGUST 6, 2013

What clients do use are extensive reporting tools that show marketing calendars, campaign results, customer profiles, Web tracking reports, funnel analysis, return on investment, and other information. The system also gives sales users reports on new leads, activities of existing leads, and visits from target accounts.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 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. Similarly, retargeting ads can be used to make hard sales offers or to more gently present brand messages and name-capturing content. How do you test it?

Intent Data 120

Intent Data Intent Bombora Top of Funnel 120

Customer Experience Matrix

DECEMBER 10, 2013

Fortunately, a diligent sales rep followed up by email and I remembered it was worth a closer look. The event data lets it report on individual movement through funnel stages, performance of start-date cohorts, and paths through a Web site or app, in addition to the usual profile reports.

Ideal Customer Profiles 120

Ideal Customer Profiles Analytics Top of Funnel Marketing Management 120

Customer Experience Matrix

AUGUST 3, 2010

As I commented in an earlier post on purchase funnel measurement , Marketo’s approach is not conceptually unique. The basic idea is to track leads through stages in a purchase funnel, which is similar to pipeline reporting in many sales automation systems. Revenue Cycle Analytics breaks some important new ground.

Enterprise Management 120

Enterprise Management Marketo Marketing Management Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 21, 2014

This started by providing visitor lists and real-time alerts to sales people who were interested in specific accounts. The client data, which of course is available only to the client who provided it, could be anything but is usually attributes such as account type, buying stage, and sales territory.

DemandBase 120

DemandBase Advertising Agencies Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

JULY 28, 2010

Changes include a drag-and-drop design tool (similar to Microsoft Powerpoint); integration of opportunities and custom objects from Salesforce.com; better reporting on Web site visitors; and, real time sales alerts on Web activity. Each of these makes Manticore a bit more useful but none breaks new ground for the industry.

Manticore 120

Manticore Marketing Automation Services Demand Generation Agencies Marketing Management 120

Customer Experience Matrix

JANUARY 15, 2010

That is, tailoring large content streams for buyer segments and funnel stages is just too much work for both marketers (who can't afford to create the content and campaigns) and buyers (who don’t have time to read the results). The good folks at Autonomy apparently had similar thoughts.

Multivariate analysis 120

Multivariate analysis Enterprise Management Automation Work Management 120

Customer Experience Matrix

NOVEMBER 16, 2010

This database is updated in near-real-time with operational transactions and can also receive opportunity outcomes from sales automation or other external systems. Unfortunately, Eloqua hasn’t released the actual reports that will be provided for RPM. It does say there’s a list of sixteen, of which some already exist.

Eloqua 120

Eloqua Allocation Enterprise Management Lead Scoring 120

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

FEBRUARY 12, 2009

The fifith core function, integration with Salesforce.com , is not provided because Infusionsoft has its own sales automation capabilities. Reports do track response rates, conversion rates, and movement of opportunities through stages in the sales funnel.

Pricing 120

Pricing Price Impressions Marketing Management 120

Customer Experience Matrix

MARCH 5, 2009

Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B Marketing Channels Beyond Email and System-generated Web Pages 0 0 0 1 0 0 0 dealer / channel management (register and co-promote with channel partners) 1 0 0 0.5 0 0 0 track RSS readership (publish RSS feeds and track who reads each item) 0.5 0 0 0 0 0.5

Lead Scoring 120

Lead Scoring Lead Ranking Demand Generation Work Management 120

Customer Experience Matrix

JUNE 25, 2015

This includes both data a company gathers through direct interactions and data aggregated by third parties and offered for sale. After all, doesn't a a map of journey stages may look a lot like a campaign flow, or the even-more-ancient sales funnel? Maybe you're unimpressed. Maybe that cat video beckons.

Work Management 120

Work Management Marketing Management Marketing Automation Services Marketing Automation 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. Clear Saleing bills itself as an “advertising analytics platform”. But it’s far from the ultimate solution.

Top of Funnel 120

Top of Funnel Marketing Funnels Allocation Marketing Management 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

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. There wouldn’t be a problem if sales people religiously associated every lead with the right account. In fact, B2B marketers face several challenges on the road to perfect attribution.

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. But, smart as those strategies are, they’re fairly standard.

Marketing Automation Services 120

Marketing Automation Services Top of Funnel Work Management Hubspot 120

Customer Experience Matrix

MAY 28, 2015

Journey mapping is equally popular among agencies and consultants, although it also often is little more than a new label for the old sales funnel. None of this affects me personally, but if I were a real customer experience expert I'd be annoyed at cartoon versions being presented as the real thing.

Paid Search Agency 120

Paid Search Agency Multi-Channel API Display 120

Customer Experience Matrix

MARCH 30, 2009

My personal definition of demand generations systems (see Introduction to Demand Generation Systems from the Raab Guide site) explicitly states that they do not incorporate sales automation. The division makes sense in most organizations, since marketing and sales are separate. for whether this will change.) See my Infusionsoft review.)

Demand Generation 120

Demand Generation Small Business Marketing Cost Demand 120

Customer Experience Matrix

APRIL 11, 2013

The company says optimization typically yields a 20% to 40% improvement in ad-to-sales ratios. and show the current member count in each funnel stage. Adometry can also be connected directly to ad buying platforms, including systems for real time bidding on individual impressions.

Multi-Touch Attribution 120

Multi-Touch Attribution Optimization Multi-Channel Allocation 120

Customer Experience Matrix

DECEMBER 29, 2009

The system also tracks lead movement through sales funnel based on a combination of its own data and information imported from CRM. A “company dashboard” report lets both sales people and marketers see all visitors from a particular company, again based on IP address. LoopFuse does a particularly good job with CRM integration.

Loopfuse 120

Loopfuse Demand Generation Agencies Demand Generation Demand 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 poses a serious sales challenge. a marketing or sales manager). I see demand generation as a tasty little fish swimming among some much larger sharks.

Demand Generation 120

Demand Generation Marketing Management Demand Marketing Automation Services 120

Customer Experience Matrix

OCTOBER 8, 2014

This means programs can be designed to incorporate predictive models in all kinds of treatment decisions, from content recommendations to sales call prioritization to banner ad selection. Natural language processing for unstructured data management.

Work Management 120

Work Management Marketing Management Multi-Touch Attribution Planning 120

Customer Experience Matrix

NOVEMBER 28, 2012

attribution: the system tracks visitors through user-defined funnel stages, as defined by visits to specified Web pages or media exposures. Scoring formulas can incorporate external data, such as inventory levels or sales goals, so long as these are accessible to [x+1] via data import or API connections.

Marketing Management 120

Marketing Management Advertising Channels De-duplication Paid Search Agency 120