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

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

MARCH 3, 2009

The flow of leads among these independent campaigns may be managed either through explicit routing (i.e., one campaign directly sends leads to another campaign) or implicitly (i.e., each campaign has its own entry conditions, and leads flow to whichever campaigns they are qualified for.) Training time during implementation.

Demand Generation 120

Demand Generation Lead Scoring Lead Ranking Manticore 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. Tags: marketing automation lead management software selection raab guide demand generation.

Demand Generation 120

Demand Generation Lead Scoring Lead Ranking Demand 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 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 4, 2009

But even including that, the first year cost for most of these will be less.) : Manticore Technology : a full-featured demand generation product. See my 2007 blog entry for some information or buy the Raab Guide to Demand Generation Systems for a detailed review. Just kidding.or Pricing starts at $599 per month. [I Read it here.]

Demand Generation 120

Demand Generation Cost Marketing Management Demand 120

Customer Experience Matrix

OCTOBER 20, 2008

One of the first people I told about the new Guide to Demand Generation Systems -- an experienced database marketing consultant, no less -- was receptive to the Guide but asked whether there was any real difference between "demand generation" and "marketing automation" in general.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Marketing Automation 120

Customer Experience Matrix

MARCH 5, 2009

I spent a good part of yesterday talking with demand generation vendors about the usability scores I've been publishing all week. The main result of the conversations so far has been to clarify the items related to lead routing. Perhaps I'm just starved for attention, but I do in fact appreciate the feedback. 9 Now what? 0 0 0 0 0.5

Lead Scoring 120

Lead Scoring Lead Ranking Demand Generation Work 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 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

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

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

AUGUST 22, 2013

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. Scores that accurately filter non-productive leads are more important to those companies than individual lead profiles.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Ideal Customer Profiles 120

Customer Experience Matrix

MAY 18, 2007

Somehow I received a copy of “ Increasing Revenue Through Automated Demand Generation ” (registration required), the kind of title that sends chills up my spine. As the recommendations suggest, it provides a hosted system for integrated lead generation and management.

Manticore 120

Manticore Online Lead Generation Lead Generation Vtrenz 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. • At least a dozen firms are now following that path.

Lead Ranking 120

Lead Ranking Work Management Marketing Management Lead Scoring 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

JULY 1, 2012

I wrote last week about the difficulty of linking marketing leads to sales results. One reason the topic was on my mind is I’m also thinking a lot these days about lead scoring. But the ultimate goal is to identify the leads most likely to generate revenue. .*

Lead Ranking 120

Lead Ranking Lead Scoring Sales Qualified Leads Budget Programs 120

Customer Experience Matrix

AUGUST 28, 2014

Starting at the beginning, the system imports a list of each client’s customers and sales opportunities from CRM and marketing automation systems. Individual models predict the individual’s likelihood to be the best sales contact. Of course, there are more important things about 6Sense than whether I consider it a CDP.

Lead Ranking 120

Lead Ranking Activities Lead Scoring 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

APRIL 20, 2010

Summary: A survey of business-to-business salespeople finds they (still) consider themselves their best source of qualified leads. But marketing-generated leads are gaining increasing respect and salespeople are increasingly looking for help from outside data vendors.

Lead Scoring 120

Lead Scoring Lead Ranking Customer Surveys Sales Qualified Leads 120

Customer Experience Matrix

NOVEMBER 14, 2016

The big news was a free version of HubSpot’s core marketing platform, joining free versions already available of its CRM and Sales systems. (In In Hubspeak, CRM is the underlying database that tracks and manages customer interactions, while Sales is tools for salesperson productivity in email and elsewhere.)

Marketing Automation Services 0

Marketing Automation Services Hubspot Conference Marketing Automation 0

Customer Experience Matrix

JUNE 25, 2012

Specifically, they assume that marketers know which marketing-generated lead is associated with each bit of revenue, and then go on like medieval theologians to debate how credit should be shared among promotions to that lead. The missing hare is that marketers often can’t link leads to revenue in the first place.

Activities 120

Activities Allocation Paid Search Agency Work Management 120

Customer Experience Matrix

JULY 21, 2009

Summary: Jesubi is designed to make sales prospecting as efficient as possible. It shows how specialized software can be much better at one function than general purpose systems. The latest stop on my little tour of not-really-demand-generation systems is Jesubi.

Efficiency 120

Efficiency Marketing Automation Services Work Management Marketing Management 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

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. The other clear message from the survey was that the main reason leads are not followed up is “not enough info”.

Work Management 120

Work Management Marketing Management Demand Generation Agencies Lead Scoring 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. But I expect the sales automation vendors to take the business for themselves.

Marketo 120

Marketo Work Management Marketing Automation Services Eloqua 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

SEPTEMBER 1, 2010

The Heart of Growing Conversion Rates," 2008): Best in Class Average % higher Inquires to Marketing Qualified Leads (MQLs) nearly 10% 3.9% The Heart of Growing Conversion Rates," 2008): Best in Class Average % higher Inquires to Marketing Qualified Leads (MQLs) nearly 10% 3.9% The data is a couple of years old but still valid.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Marketing Automation Marketing Qualified Leads 120

Customer Experience Matrix

APRIL 29, 2009

I have two Webinars and a newly published white paper you might find interesting: Webinar Making the Right Start with Demand Generation , Thursday, April 30, 2:00 p.m. This will discuss preparing for your new demand generation system, including requirements definition, vendor selection, and the initial deployment. Download here.

Paper 120

Paper Webinar Metrics Marketing Automation Services Marketing Management 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

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

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

MAY 27, 2009

Eloqua yesterday announced Eloqua Prospect Profiler , which makes it easier for salespeople to review prospect behaviors that are captured by the demand generation system. Replacing the relationship-building is more difficult, but demand generation systems can help somewhat by responding appropriately to prospect behaviors.

Eloqua 120

Eloqua Paper Profiling Marketing Automation Services 120

Customer Experience Matrix

JANUARY 5, 2010

Summary: Social media and access for sales people were the two big trends among demand generation vendors last year. Silverpop made it easier to add social media handles to lead records so these could be used to send messages. Sales access. Could this lead vendors to compete on other grounds entirely?

Marketing Automation Services 120

Marketing Automation Services Manticore Market2Lead Marketing Automation 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

APRIL 12, 2011

Be sure to include processes beyond what you do already: one of the reasons you’re looking at marketing automation is to expand what your department can accomplish. Your requirements are based on the tasks you must perform to meet your goals.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120