Customer Experience Matrix

MARCH 3, 2009

Yesterday's post described the background of this usability scoring project and gave scores for several items that apply to both simple and complex marketing programs. This post will continue with the scores for items that apply to usability for simple campaigns. Build a campaign as a list of stages.

Demand Generation 120

Demand Generation Lead Scoring Lead Ranking Manticore 120

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. That's fewer functions than traditional demand generation, but if those are the functions you need, who cares? Leads can enter from channels other than email.

Active Conversion 120

Active Conversion Lead Scoring Lead Ranking Lead Management 120

Customer Experience Matrix

OCTOBER 31, 2008

The fourth and final item I had planned to add to the Demand Generation Guide Web site was posted yesterday. This is a spreadsheet on calculating the business value of a demand generation system. The system calculates profits from both sets of figures and shows the difference, which is the value of the new system.

Demand Generation 120

Demand Generation Lead Scoring Lead Ranking Demand 120

Customer Experience Matrix

AUGUST 28, 2014

and key activities (Web site visits, topics researched) and scores at both company and individual levels. If 6Sense exposed model scores but no other data, it would qualify as a CDP by the thinnest margin possible. Company models score each company’s likelihood to buy from the client. Formal release was in May 2014.

Lead Ranking 120

Lead Ranking Activities Lead Scoring Marketing Automation Services 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 Scoring 120

Customer Experience Matrix

JANUARY 22, 2014

Briefly, a standard B2B marketing automation system can send bulk emails to segmented lists, capture email responses on landing pages and forms, track email and Web site behaviors, score leads based on behaviors and profile attributes, execute multi-step workflows (i.e., continuously updated) as well as static.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Marketing Automation Automation 120

Customer Experience Matrix

JUNE 25, 2008

But I recently spoke with on-demand business intelligence vendor LucidEra , who also said they had found that demand generation systems could not integrate such information. They even cited one demand generation vendor that had turned to them for help. (In I plan to write more about LucidEra next week.)

Work Management 120

Work Management Marketing Management Demand Generation Marketing Automation Services 120

Customer Experience Matrix

AUGUST 28, 2008

Now that I have that long post about analytical databases out of the way, I can get back to thinking about demand generation systems. But, as I think I wrote in a comment since then, I now believe the best approach is to define several applications and score the vendors in terms of their suitability for each. Ah, but what applications?

Demand Generation 120

Demand Generation Demand Marketing Management Generation 120

Customer Experience Matrix

MARCH 18, 2009

Since that’s critical to many demand generation users, I didn’t want to give a false impression by leaving it out. It’s actually quite a long story, dating back to the company’s initial sales automation system in 1997, followed by its MarketingView demand generation product in 1999. So now the story can be told.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Demand Enterprise Management 120

Customer Experience Matrix

APRIL 5, 2009

As the industry matures, second-generation products are designed to improve on the original products, either by adding new capabilities or by delivering the same capabilities faster, easier or cheaper. This leads to more variety as vendors experiment with different approaches to a now-defined problem.

Demand Generation 120

Demand Generation Digital Asset Management Demand Marketing Management 120

Customer Experience Matrix

JULY 10, 2013

sales enablement: systems to share marketing information with sales ( Genius , SalesFusion , LeadFormix , RightOn Interactive , Optify) distributed marketing: systems shared between central marketing organizations and local branches, dealers, distributors, sales agents, etc. 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

APRIL 1, 2009

But it turns out that DemandBase has been inching its way up the value chain. DemandBase said they hadn’t made a formal study of the quality of those leads, but felt confident they were more than worth the cost. DemandBase plans to continue adding value, possibly by pushing automated messages to selected visitors.

DemandBase 120

DemandBase Lead Scoring Lead Ranking Jigsaw 120

Customer Experience Matrix

SEPTEMBER 1, 2009

Summary: Net-Results is simpler to use than comparable demand generation systems because it applies the same features to many tasks. But on reflection I realized that Net-Results offers a full set of demand generation functions. Let’s run through the standard demand generation process to see how this works in practice.

Demand Generation Agencies 120

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

Customer Experience Matrix

JANUARY 20, 2016

B22B lead generation vendor True Influence today announced a new product to help fill these gaps. The notifications can be loaded as lists into a marketing automation or CRM system, where they can trigger advertising, sales calls, or other actions. That's possible but I haven’t done the research to confirm it.

Intent Data 120

Intent Data Intent Lead Ranking Marketing Automation Services 120

Customer Experience Matrix

AUGUST 13, 2013

These products address several interrelated challenges: distributing leads to partners without losing track of performance; distributing partner-customized versions of company-created content; and helping partners run their own marketing campaigns. did they eventually buy? is there someone else at their company to talk to?

Marketing Automation Services 120

Marketing Automation Services Advertising Agencies Marketing Management Marketing Automation 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. Although Hubspot positions itself as an “inbound marketing system,” it actually does more than the search engine optimization, blogging, social media interactions and related analytics needed to generate Web traffic.

Small Business Marketing 120

Small Business Marketing Bundling Work Management Paid Search Agency 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. This pricing is low even among SMB demand generation systems.

Demand Generation 120

Demand Generation Enterprise Management Small Business Marketing Pricing 120

Customer Experience Matrix

MAY 24, 2009

Summary: let's not forget that most companies are still not even doing simple demand generation. Systems for that might succeed even though advanced integration between sales and marketing is the long-run trend. I hit a deer last Thursday while driving to Boston for the Sales 2.0 And, my car hit a deer. conference.

Demand Generation 120

Demand Generation Enterprise Management Marketing Management Demand 120

Customer Experience Matrix

FEBRUARY 13, 2014

In fact, what was most impressive was the relative consistency of the rankings, with ead nurturing, analytics, and lead scoring at the top in both surveys, email and campaign management in the middle, and list segmentation is at the bottom. This is a pretty common question so the answers were not very surprising.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

APRIL 12, 2011

Relate these to financial values when possible. For a complete list of the steps, worksheets, and background materials, visit the Raab Guide Website and download the Vendor Selection Workbook from the Resource Library (registration required). Define Requirements Create a list of your goals in buying the system.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

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 This may be because the previous mid-market leaders, Marketo and Pardot in particular, have been focusing more on enterprise sales. lots of new vendors.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Top of Funnel 120

Customer Experience Matrix

JANUARY 31, 2010

For more on vendor classifications, see my list of demand generation vendors from last November.) 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.

Paid Search Agency 120

Paid Search Agency Work Management Marketing Management Resource Management 120

Customer Experience Matrix

FEBRUARY 25, 2015

I’m beginning to suspect the much-cited trend of marketing playing a larger role deeper into the sales funnel has reached a similar peak. If the pendulum is really swinging the other way, then sales people will be taking a more active role earlier in the buying process. That''s pendulum swinging with a vengeance.

Marketing Automation Services 120

Marketing Automation Services Top of Funnel Marketing Funnels Marketing Automation 120

Customer Experience Matrix

JANUARY 20, 2009

Back in December, the Sales Lead Management Association and LEADTRACK published a survey on lead management practices that I haven’t previously had time to write about. I doubt they would have ranked highly had they been included. The survey is still available on the SLMA Web site.)

Work Management 120

Work Management Marketing Management Demand Generation Agencies Lead Scoring 120

Customer Experience Matrix

JUNE 19, 2015

David Hurley, the open source industry veteran behind Mautic, argues that marketing automation has just now become widely enough understood for many marketers to purchase it without a lengthy sales cycle. I started with the lead import feature, which was rather barebones. Lead scoring is also fairly powerful.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Work Management Automation 120

Customer Experience Matrix

JUNE 9, 2009

Summary: Marketo's new Sales Insight ranks prospects for sales people, based on recent Web and email activities. It lets Marketo sell seats to sales departments, which could be more lucrative than selling its core demand generation system. The idea is to help the sales rep decide who to call first.

Marketo 120

Marketo Work Management Marketing Automation Services Eloqua 120

Customer Experience Matrix

JULY 28, 2010

Summary: Manticore Technology released some modest enhancements to its demand generation platform today. 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.

Manticore 120

Manticore Marketing Automation Services Demand Generation Agencies Marketing Management 120

Customer Experience Matrix

FEBRUARY 25, 2009

Instead, links embedded in a Genius-generated email point to a proxy server that relays the visitor to company Web pages but keeps a record of the interactions as they pass through. This allows it to track all site visits, not only those routed to the proxy server by a Genius-generated link.) So much for the theory.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JANUARY 26, 2011

Most answers were scored from 0, 1 or 2, indicating whether a particular feature was available fully, partly, or not at all. I translated other answers such as starting price or number of employees into similar 0-2 ranges so I could combine everything in a scoring formula. The final result was three sets of scores for each vendor.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Report Marketing Management 120

Customer Experience Matrix

MAY 12, 2009

It follows last month’s free deployment offer from Eloqua reseller Pedowitz Group , which generated quite a bit of comment on this blog. The new service, called QuickStart, will also be delivered by Eloqua partners, giving them an opportunity to start a relationship that could lead to future paid business.

Eloqua 120

Eloqua Marketing Automation Services Marketing Management Demand Generation Agencies 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.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

DECEMBER 4, 2012

MindMatrix already has 30% of its business outside the real estate market and has recently begun to promote itself as a general purpose marketing automation system – or, more precisely, as the “next generation” of such systems. Flows can be shared with sales users, with some or all features locked down to prevent unauthorized changes.

Marketing Automation Services 120

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 120

Customer Experience Matrix

SEPTEMBER 18, 2011

Needles is a well-known industry leader who is Chief Strategy Officer at demand generation agency Leftbrain DGA. These fall under two major headings of content marketing and lead management. We’re talking about a massive overhaul of how we approach B2B demand generation and a significant re-orientation for B2B marketers.

Demand Generation Agencies 120

Demand Generation Agencies Demand Peer-to-peer Work Management 120

Customer Experience Matrix

FEBRUARY 12, 2009

But most of us still assume there is a reasonable relationship between price and value. The company’s marketing is tightly targeted at very small businesses (under 25 employees) but its marketing features are competitive with demand generation products aimed at much larger firms.

Pricing 120

Pricing Price Impressions Marketing Management 120

Customer Experience Matrix

NOVEMBER 18, 2009

One of the audience members at the B2B Marketing University in Boston asked about demand generation systems for small businesses, and how to distinguish among the vendors in general. This has more to do with the degree of personal selling (and after-sale service) than anything else. I also promised a blog post on the topic.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Demand Generation Agencies Demand Generation 120

Customer Experience Matrix

APRIL 26, 2011

HubSpot also has many micro-business clients but is not focused on them exclusively and – probably as a result – has a slightly different feature set: more Web traffic generation and no built-in contact management or shopping cart. See my List of Demand Generation Vendors for other options. MakesBridge is another contender.

Small Business Marketing 120

Small Business Marketing Work Management Features Marketing Management 120

Customer Experience Matrix

JULY 29, 2008

I’ve been pondering recently how to classify demand generation systems. Right--classifying demand generation systems. As to channels: any demand generation system will generate outbound emails and Web landing pages, and send leads them to a sales automation system. Now I feel better.

Demand Generation 120

Demand Generation Work Management Demand Marketing Management 120