Customer Experience Matrix

JANUARY 19, 2016

As you know from previous blog posts , I’ve been borderline obsessed recently with systems that automatically create multi-step campaign flows. OneSpot was already on my list of interesting companies because they automatically reformat content to use in different channels. Even fewer support advertising along with other channels.

Automation 120

Automation Classified Ads Paid Search Agency Multi-Channel 120

Customer Experience Matrix

OCTOBER 22, 2009

Summary: SalesFusion combines all channels within marketing, and merges marketing automation with CRM as well. But let’s not forget that offline channels still account for nearly 90% of total advertising expenditures. Let’s start with SalesFusion’s strongest point, which is the scope of marketing channels supported.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

OCTOBER 4, 2011

I’ve tried to include only products that can connect to a “real” marketing database, meaning it supports separate tables for customers, transactions, and contact history, and that allow multi-step campaign flows. BullsEye Marketing Systems – generates sophisticated outbound campaigns.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Enterprise Management Marketing Automation 120

Customer Experience Matrix

JUNE 3, 2017

The system has since expanded to support more channels and message types. Each campaign has a target audience, goal (defined by a query), outcome (such as adding points to an account or tagging a customer profile), message, and “execution” (the channel-specific experience that includes the message).

Loyalty 120

Loyalty Enterprise Management Ideal Customer Profiles Work Management 120

Customer Experience Matrix

SEPTEMBER 28, 2011

The world clearly has more B2B marketing automation vendors than it needs – my master list of demand generation products includes two dozen. Here are some others, in rough order of industry familiarity: Alterian – extends beyond multi-channel campaign management to include Web content management, Web analytics, and social media monitoring.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Resource Management Marketing Management 120

Customer Experience Matrix

DECEMBER 4, 2012

But while I see just a few general systems trying to become vertical specialists, I do keep finding specialist products trying to serve additional markets. 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.

Marketing Automation Services 120

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 120

Customer Experience Matrix

OCTOBER 2, 2013

The company positions itself as a tool to deliver “personalized and relevant multi-channel communications”, which sure sounds like a CDP. But a few systems were so close to the border that I only made the final call after I had evaluated them in depth. idio was one of those.

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Enterprise Management Lead Ranking 120

Customer Experience Matrix

NOVEMBER 23, 2010

Alterian last week announced a new generation of products called Alchemy. The general idea seems to be that customer engagement involves digital dialogs while traditional campaign management is mostly about outbound messages. across channels. Happily, there’s more here than new labels.

Planning 120

Planning Marketing Management Multi-Channel Paid Search Agency 120

Customer Experience Matrix

NOVEMBER 21, 2014

The corporate home page says “Sailthru makes it easy to personalize every channel for every customer,” which is accurate enough. But plenty of other companies also help with omni-channel personalization. These are linked across channels to a customer identity that is usually known at the start of an interaction. data sources.

Lead Ranking 120

Lead Ranking Ideal Customer Profiles Personalization Classified Ads 120

Customer Experience Matrix

AUGUST 21, 2009

Summary: Aprimo Marketing Studio includes traffic generation features missing from nearly all existing marketing automation products. Consumer-oriented systems generally limit themselves to outbound email and multi-step campaigns, and sometimes provide real-time recommendations to call centers and Web sites.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Marketing Management Paid Search Agency 120

Customer Experience Matrix

NOVEMBER 4, 2010

Summary: Right On Interactive has added great life stage reporting to the data integration and output generation features of its earlier 5Buckets product. These features let Right On support multi-step campaigns although complex designs would be a challenge. Either way, it’s worth a look to see what you’re missing.

Salesforce.com 120

Salesforce.com Lead Ranking Lead Scoring Marketing Automation Services 120

Customer Experience Matrix

JUNE 5, 2012

The gaps in this approach are obvious to anyone familiar with standard marketing automation systems: no Web behavior tracking, no multi-step nurture campaigns, no marketing resource management. They’ve always avoided traditional marketing automation, so perhaps they feel a complete “marketing cloud” can be built without it.

Resource Management 120

Resource Management Salesforce.com Marketing Automation Services Marketing Management 120

Customer Experience Matrix

OCTOBER 1, 2014

It''s still far from a complete marketing automation system: there are no multi-step workflows, event triggers, recurring campaigns, behavior tracking, CRM synchronization, touchpoint integration, or transaction database. Users can also get lists of prospects similar to their uploaded customers, based on a system-generated predictive model.

Cost Per Thousand 120

Cost Per Thousand Marketing Automation Services Campaigns Ad Frequency 120

Customer Experience Matrix

FEBRUARY 1, 2010

Its survey provides strong support for the notion that marketers are “moving from a campaign-centric direct marketing model towards multi-channel customer engagement”: in fact, 51% said they were expending a fair or significant amount of effort on exactly that. Industry vendors who support them will thrive.

Database Marketing 120

Database Marketing Paid Search Agency Demand Generation Agencies Paid Content 120

Customer Experience Matrix

OCTOBER 21, 2010

Key conclusions are: "While customers have now broadly and deeply embraced new digital and social media channels of engagement, interaction and transaction, most senior marketers and IT executives admit their companies lack a clear understanding of how customers are using their channels and are not highly prepared to leverage those channels.

CMO 120

CMO Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

AUGUST 20, 2012

New channels. They illustrate the continued expansion of marketing automation to support true multi-channel marketing programs. As hinted by the color coding and confirmed by group, these features are already relatively common. These are features for marketing outside of email. Advanced marketing management.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Marketing Report 120

Customer Experience Matrix

FEBRUARY 25, 2010

Summary: Conversen makes it easy to generate dynamic messages across multiple channels. One way to avoid this complexity is to generate a file containing the customer records and segmentation variables and let channel-specific output systems generate the customized messages.

Multi-Channel 120

Multi-Channel Demand Generation Agencies Advertising Channels Marketing Automation Services 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. Registration is no longer required.)

Active Conversion 120

Active Conversion Lead Ranking Lead Scoring Lead Management 120

Customer Experience Matrix

APRIL 26, 2007

Loyalty Matrix also extends beyond digital channels to take data from all sources and produce multi-channel contact strategies. This would be a big change for Responsys, which now works mostly with lists that clients generate elsewhere. So something else is going on here.

Loyalty 120

Loyalty Buy Work Management Multi-Channel 120

Customer Experience Matrix

MARCH 9, 2015

I’m not talking about marketing with machine-generated data (e.g., In fact, testing the huge number of new martech options (or even generating Scott Brinker''s martech landscape supergraphic ) is something machines could do really well. Be sure you can easily introduce new data sources, components, objectives, and execution channels.

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Terms and Conditions Lead Ranking 120

Customer Experience Matrix

OCTOBER 18, 2007

The company originally specialized in email marketing but has since broadened to incorporate other channels. Neolane’s flow charts allow an additional level of personalized treatment, supporting sophisticated multi-step programs complete with branching logic. That part of the system seems quite impressive.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

JUNE 25, 2015

What made it modern was a standard relational database(2) and multi-step campaigns that that sent users down different paths depending on their actions during the campaign. What’s changed is visibility: marketers now can see vastly more data about their customers and can interact with them through vastly more channels.

Work Management 120

Work Management Marketing Management Marketing Automation Services Marketing Automation 120

Customer Experience Matrix

FEBRUARY 2, 2010

Thus, multi-step marketing campaigns or highly structured interaction dialogs are less useful than simply giving people a variety of choices and letting them guide the process for themselves. focused on lead generation) than their consumer marketing brethren.

Database Marketing 120

Database Marketing Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

NOVEMBER 25, 2008

I had a preliminary conversation last week with Mike Pilcher of Marketbright , one of the vendors I’ll probably end up adding to the Raab Guide to Demand Generation Systems. These seem pretty minor, although they do insert Marketbright more deeply into the sales process than most demand generation products. Hubba hubba, eh?

Demand Generation 120

Demand Generation User-Generated Content Work Management Demand 120

Customer Experience Matrix

JANUARY 17, 2009

The heart of my presentation on Wednesday ended up as a list of 37 “best practices” for marketing automation / demand generation programs. cross sell, up sell and retention campaigns: demand generation focuses primarily on campaigns to acquire new leads. So you’d want to look more closely at both paid services before making a choice.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Marketing Automation 120

Customer Experience Matrix

MARCH 25, 2009

If you look at the Web site of Act-On Software , you’ll see a typical set of demand generation features: email marketing, demand generation (equated with landing pages and forms), lead nurturing, Website visitor tracking, channel (partner) marketing, and lead scoring. But remember that channel marketing listed on the home page?

Act-On 120

Act-On Demand Generation Work Management Marketing Management 120

Customer Experience Matrix

NOVEMBER 20, 2012

Their descendants are now modules within integrated Portrait suite, including Portrait Explorer (visualization), Miner (predictive modeling), Uplift (model-based treatment selection), Foundation (data access and integration), Dialogue (multi-step outbound campaigns), and Interaction Optimizer (real-time decisions).

Interactive Marketing 120

Interactive Marketing Marketing Management Marketing Automation Services Campaigns 120

Customer Experience Matrix

JANUARY 18, 2015

It’s nearly two years since I introduced the concept of a Customer Data Platform , defined as a marketer-controlled system that builds a multi-source customer database and exposes it to external execution systems. Each Decision system builds its own multi-source database and each integrates separately with the Delivery systems.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Attribution Lead Ranking 120

Customer Experience Matrix

APRIL 11, 2013

Their latest expansion moves them beyond digital channels to offline media including direct mail, television, and print. For each category, it shows the conversion count and revenue: so, for example, you see the number and revenue for multi-touch repeat purchases. and show the current member count in each funnel stage.

Multi-Touch Attribution 120

Multi-Touch Attribution Optimization Multi-Channel Allocation 120

Customer Experience Matrix

JUNE 6, 2008

There are literally dozens of vendors offering “demand generation” software, which can be roughly defined as systems to generate and nurture leads before turning them over to sales. If I’m correct, then the demand generation vendors should be competing aggressively to attract reseller support.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Vendors Demand 120

Customer Experience Matrix

JULY 29, 2009

Last week it was Helmsman Marketing , a five-month old company focused on helping small businesses run multi-step, multi-channel, outbound customer relationship campaigns. But I think it captures the key components of Helmsman: - multi-step: the system runs campaigns that deliver a sequence of messages.

Small Business Marketing 120

Small Business Marketing Marketing Management Marketing Automation Services Multi-Channel 120

Customer Experience Matrix

JUNE 18, 2008

Market2Lead offers the usual list of demand generation functions: outbound email, Web forms and landing pages, automated lead nurturing, integration with sales, and campaign return on investment analysis. Market2Lead also supports large marketers with multi-language capabilities. Market2Lead is researching this capability.

Market2Lead 120

Market2Lead Enterprise Management Demand Generation Agencies Demand Generation 120

Customer Experience Matrix

JANUARY 24, 2015

This scope covers email, Web forms, multi-step campaign flows, and CRM. Lead Liaison content creation Lead Liaison calls itself “revenue generation software” to indicate that it provides more than a standard B2B marketing automation product. Hatchbuck workflow Hatchbuck is another all-in-one product for very small businesses.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Paid Search Agency Marketing Report 120

Customer Experience Matrix

MAY 27, 2014

Persado offers a sort of multi-variate testing on steroids, using semantic and statistical algorithms to auto-generate and test thousands of alternative marketing messages across Web pages, apps, email, text, social, search and display advertising. .

Paid Content 120

Paid Content Paid Search Agency Ideal Customer Profiles Advertising Agencies 120

Customer Experience Matrix

FEBRUARY 10, 2011

Last week’s post used data from our B2B Marketing Automation Vendor Selection Tool (VEST) to identify leading vendors in categories such as lead generation, campaign management, and technology. The rest, including multi-language user interface and on-premise deployment, also deal with needs unique to large enterprises. What can I say?

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Marketing Automation 120

Customer Experience Matrix

MAY 28, 2015

The findings are organized into a list of customer interactions, which are classified by journey stage, channel, department, emotional outcome, segment, and other properties. The grids are automatically generated from the interaction list developed in diagosticcx or imported via spreadsheet.

Paid Search Agency 120

Paid Search Agency Multi-Channel API Display 120

Customer Experience Matrix

JANUARY 31, 2014

The approach is organized around events, such as an email open or click: there are different events for different channels, and each event can be assigned points for lead scoring, goals for behavior tracking, and costs for reporting.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Marketing Management Marketing Automation 120