Customer Experience Matrix

MAY 5, 2016

Or maybe, like me, you’ve decided that getting marketers to think in terms of accounts is a modest but real change whose true significance is that it finally aligns marketers with how the way salespeople have worked all along. None of that matters, according to Engagio ’s Jon Miller, because ABM is dead. Let’s look a little closer.

Account Based Marketing 120

Account Based Marketing Marketing Automation Services Service Paid Search Agency 120

Customer Experience Matrix

APRIL 26, 2011

Canterris , NurtureHQ , and mKubed all provide email, Web visitor tracking, nurture campaigns, lead scoring, and CRM integration ((Salesforce.com for Canterris and NurtureHQ; its own CRM for mKubed) for under $500 per month. This is a helpful middle ground between rules that treat all pages the same (e.g.

Small Business Marketing 120

Small Business Marketing Work Management Features Marketing Management 120

Customer Experience Matrix

NOVEMBER 5, 2009

Summary: Marketing automation and CRM systems may eventually converge, but for now marketers need help explaining why they need a system of their own. Joe Moloney gave a more detailed answer about limits in Salesforce.com in particular, including lack of CAN-SPAM compliance and limits on mass emails.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

DECEMBER 2, 2010

The company began with search engine optimization to attract traffic, and added landing pages, blogging, Web hosting, lead scoring, and Salesforce.com integration. It is now working on more robust outbound email, support for mobile Web pages, and APIs foroutside developers to create add-on applications.

Small Business Marketing 120

Small Business Marketing Marketing Automation Services Hubspot Demand Generation Agencies 120

Customer Experience Matrix

JULY 30, 2009

The current version also hosts landing pages and Web sites, manages a lead database with profiles and Web activity history, generates lead scores, sends alerts to sales people, and synchronizes data with Salesforce.com. But Hubspot also applies automation to improve results without making the user work harder.

Small Business Marketing 120

Small Business Marketing Bundling Work Management Paid Search Agency 120

Customer Experience Matrix

JUNE 9, 2009

Marketo today officially launched “Sales Insight”, an application that makes prospect activity history directly available to sales people from within Salesforce.com. The idea is to help the sales rep decide who to call first. An average Salesforce.com seat is around $100 per month these days. There are some subtle differences.

Marketo 120

Marketo Work Management Marketing Automation Services Eloqua 120

Customer Experience Matrix

JANUARY 22, 2014

Before jumping into the new systems, it helps to define a set of standard features to measure them against. nurture campaigns), and share leads with a CRM system like Salesforce.com. nurture campaigns), and share leads with a CRM system like Salesforce.com. Synchronization with Salesforce.com and SugarCRM are due by mid-2014.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Marketing Automation Automation 120

Customer Experience Matrix

JULY 10, 2013

You can also think of Optify as having worked its way down from the top of the funnel (SEO) to the middle (marketing automation) and towards the bottom (CRM). Landing pages can be attached to an auto-responder email, while standard fields on forms are automatically mapped to Salesforce.com. Emails are delivered through ExactTarget.

Demand Generation Agencies 120

Demand Generation Agencies Marketing Automation Services Paid Search Agency Small Business Marketing 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. Sales and marketing activities are increasingly intermingled, and sales people increasingly work with directly with marketing systems. Leads can enter from channels other than email.

Active Conversion 120

Active Conversion Lead Scoring Lead Ranking Lead Management 120

Customer Experience Matrix

JULY 21, 2009

The flash show when you enter the company’s Web site could easily be mistaken for a demand generation product – it lists campaign workflow, list segmentation, email templates, Salesforce.com integration and dynamic reporting. Automated synchronization is available for Salesforce.com using their standard APIs.

Efficiency 120

Efficiency Marketing Automation Services Work Management Marketing Management 120

Customer Experience Matrix

NOVEMBER 28, 2015

Modern Analytics has staff to help with that, but it can still be a substantial task. The good news is that set-up is done only when you’re defining the modeling process or adding new sources, so the manual work isn't repeated each time a model is built or records are scored. Model Factory stores the loaded data in its own database.

Analytics 120

Analytics API Work Management Salesforce.com 120

Customer Experience Matrix

OCTOBER 29, 2015

Most are marketing and sales operations staff supporting Salesforce.com and Marketo who use Openprise to supplement the limited data management capabilities native to those systems. Openprise works by connecting data sources, which are typically lists but sometimes API feeds, to “pipelines” that contain a sequence of if/then rules.

Work Management 120

Work Management Marketing Management Marketing Automation Services Lead Ranking 120

Customer Experience Matrix

JANUARY 31, 2010

Small digression: most business marketing systems are designed around data from a sales automation system such as Salesforce.com. Salespeole working with Salesforce.com can see a list of their leads with priority ratings. Neolane may be the most similar, since it also straddles the business and consumer marketing worlds.

Paid Search Agency 120

Paid Search Agency Work Management Marketing Management Resource Management 120

Customer Experience Matrix

JANUARY 8, 2009

Typically this is the company they work for, although there might be another relationship such as consultant or services vendor. But the wrinkle here is that most CRM systems in general, and Salesforce.com in particular, also have separate company and individual levels.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Demand Work Management 120

Customer Experience Matrix

OCTOBER 11, 2011

Marketo is stressing that Spark includes services to help clients take advantage of their systems. That’s all fine and should work. With its $750 price, no shopping cart, and a reliance Salesforce.com for CRM, Spark appeals to a different market of slightly larger companies.

Small Business Marketing 120

Small Business Marketing Marketo Marketing Automation Services Work Management 120

Customer Experience Matrix

OCTOBER 19, 2010

Of the three classic competitive strategies – low price, great service and innovative products – there are plenty of low price options and leading vendors work aggressively to help their clients succeed. I’m not sure it’s really a big issue and, in any case, other vendors provide similar help.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120

Customer Experience Matrix

SEPTEMBER 1, 2009

This simplifies the system in two ways: marketers have fewer features to learn, and they can reuse their work across many functions. Let’s run through the standard demand generation process to see how this works in practice. The actions themselves can send an email, adjust a lead score, or send the lead to Salesforce.com.

Demand Generation Agencies 120

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

Customer Experience Matrix

DECEMBER 4, 2012

I wrote in February about one set of these vendors: Balihoo and others that specialize in helping central marketing organizations work with channel partners such as dealers and franchisees. I'm sure plenty of other specialists exist as well. MindMatrix is one of them. Integrations with ACT! And Saleslogix are under development.

Marketing Automation Services 120

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 120

Customer Experience Matrix

OCTOBER 18, 2011

As you might have guessed from my recent list of B2C marketing automation systems , I’ve recently been spending some time helping consumer marketers to select vendors. This is more a return than a departure: although I’ve written mostly about B2B systems for the past few years, my earlier work was largely in consumer marketing.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120

Customer Experience Matrix

APRIL 2, 2015

What stood out was that the smoothest deployment happened when the creative and technical work was done by two independent agencies. These are used to help guide creative development and media placements, but not to target individual consumers. This gave the technical team the leverage to push back against unrealistic timelines.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 21, 2014

Equally helpful to me personally, it reinforced my intention to write about Bizo and DemandBase, both of which have recently briefed me on their latest product extensions. This is a major extension beyond traditional marketing automation, which works mostly through email to known prospects. Let’s start with DemandBase.

DemandBase 120

DemandBase Advertising Agencies Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

FEBRUARY 9, 2012

Even a system that could build programs just by reading marketers' minds wouldn’t work if those minds didn't know what they wanted in the first place. On a practical level, ease of use helps sell systems to people who otherwise wouldn’t buy them. Other vendors also have service arms and agency partners to help out on a project basis.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

JULY 22, 2010

Salesforce.com is the big question and no one would be surprised to see them make an acquisition. I had a conversation today with one vendor who argued that success still depends mostly on helping new users get value from their systems. The more interesting question is who will be the buyers. The obvious candidates are CRM vendors.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

JUNE 15, 2007

In short, this paper presents some potentially helpful insights. But there’s still no shortcut around the real work of requirements analysis, vendor evaluation and business planning. This means it is as likely to break apart the enterprise packages as to become the glue that holds them together.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

DECEMBER 26, 2014

In particular, LeadLiaison helps marketers create content, a critical bottleneck that is not addressed by most marketing automation systems. Identities are hidden in both directions, so the parties can’t easily circumvent the service to work together directly in the future. A Zapier connector supports integration with other systems.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120

Customer Experience Matrix

FEBRUARY 7, 2019

Rather, it seems that marketers still mostly act on their own, which is how it worked in the U.S. I did have the impression that European marketers rely more heavily on specialist consultants to help them out, but that might be biased by the fact that many of my meetings were with consultants. - until a few years ago.

Work Management 136

Work Management Marketing Management Paid Search Agency Vendors 136

Customer Experience Matrix

MARCH 30, 2009

The latest version actually offers integration with Salesforce.com as well, making the system more suitable for larger organizations. But this isn’t necessarily a problem: it’s how linear campaign designs work in most demand generation systems and, as I argued last week , helps to avoid confusion.

Demand Generation 120

Demand Generation Small Business Marketing Cost Demand 120

Customer Experience Matrix

DECEMBER 24, 2008

Back when I was writing a great deal about QlikView , I proposed that its fundamental value came from empowering business analysts to do work for themselves that would otherwise require IT support. Both capabilities must be available for the analysts the work independently. This brings us to ADVIZOR from ADVIZOR Solutions.

Work Management 120

Work Management Salesforce.com Demand Generation Agencies Vendors 120

Customer Experience Matrix

OCTOBER 10, 2011

The company starts with a standard set of rules that it has found work well for most clients. Speaking of CRM, Beanstalk has existing connectors for Salesforce.com , NetSuite and Leads360. They are welcome to work with outside agencies or do this work for themselves. But clients aren't required to use Beanstalk services.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

OCTOBER 2, 2011

HubSpot originally focused on “top of funnel” or “inbound” marketing, which boils down to helping marketers to attract Web traffic. The company is now doing more to help marketers nurture the leads its attracts. For what it’s worth, the amount of work remaining for users was also my original criticism of HubSpot’s SEO tools.

Marketing Automation Services 120

Marketing Automation Services Top of Funnel Work Management Hubspot 120

Customer Experience Matrix

OCTOBER 8, 2010

Thus, a marketing automation system like Unica or Aprimo includes advertising management; CRM systems like Salesforce.com provide marketing automation; and ERM suites like SAP and Oracle include CRM. Google would like to complete the offline portions of its marketing and advertising doughnuts, but Adobe doesn’t help much there.

Work Management 120

Work Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

JULY 14, 2009

Channel-specific marketing automation is less appealing but should help to keep marketing automation vendors on their toes. During this time, it’s become clear that marketers need features that go beyond editing Web pages, to helping them do a better job of understanding and reacting to customers.

Work Management 120

Work Management Marketing Management Marketing Automation Services Analytics 120

Customer Experience Matrix

OCTOBER 18, 2012

The vendor has integrated with Orbis Global for marketing resource management and has an AppExchange integration with Salesforce.com. These help to enforce regulatory constraints, such as age restrictions or opt-out compliance, or company policies such as limits on the number of messages within a time period.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Enterprise Management Interactive Marketing 120

Customer Experience Matrix

JUNE 18, 2008

That difference is that Market2Lead is designed to work with other company systems, rather than assuming it will provide almost all of the marketing department’s customer-facing functions. Let’s talk first about working with other company systems, because that strikes me as the most distinctive aspect of Market2Lead.

Market2Lead 120

Market2Lead Enterprise Management Demand Generation Agencies Demand Generation 120

Customer Experience Matrix

DECEMBER 13, 2008

You also need a standard Salesforce.com installation and perhaps company Web site to integrate during testing. Assembling these packages would be quite a bit of work, but only has to be done once. In addition, the test scenarios themselves should be help buyers to decide what they want to see demonstrated.

Demand Generation 120

Demand Generation Work Management Demand Marketing Management 120

Customer Experience Matrix

FEBRUARY 25, 2016

Many of the industry vendors are addressing that problem (the confusion, not Trump) by working together in the Account Based Marketing Consortium which, among other things, has published an excellent survey and nifty six-level functional framework. Azalead has API-level integration with Salesforce.com and Microsoft Dynamics CRM.

Account Based Marketing 120

Account Based Marketing Marketing Report Marketing Automation Services Paid Search Agency 120