Customer Experience Matrix

MAY 12, 2015

I briefly mentioned MDC Dot in an earlier blog post about giving sales people access to marketing automation capabilities. The initial tagging and subsequent redirection both require inserting some MDC Dot code onto whatever content the salesperson uses for the initial customer interaction.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Microsite Automation 120

Customer Experience Matrix

MAY 31, 2013

As I mentioned last week , there haven’t been many new B2C marketing automation products in recent years. Neolane has been one of these, growing from its roots in email to encompass other outbound and inbound channels, and more recently with a slew of social and mobile marketing features. But Neolane seems to pull it off.

Enterprise Management 120

Enterprise Management Interactive Marketing Marketing Management Campaigns 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. It could supplement a traditional marketing automation system or perhaps replace one. We'll start with the standard marketing automation functions.

Salesforce.com 120

Salesforce.com Lead Scoring Lead Ranking Marketing Automation Services 120

Customer Experience Matrix

MARCH 16, 2012

Sharma’s reaches a similar conclusion although he puts it in a larger context of social media (people expect to interact with a company Web site like they interact on social media), cloud, and mobile computing (marketers need content that can be presented on all types of devices). Here’s a piece from 2009.)

Salesforce.com 120

Salesforce.com Enterprise Management Marketing Automation Services Marketing Management 120

Customer Experience Matrix

AUGUST 16, 2011

I’ve long believed that B2B marketing automation is just a passing phase: that, ultimately, B2B marketing automation systems will be absorbed into CRM systems instead of operating independently. Vendors serving either marketing or sales will probably do a better job than vendors trying to serve both.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Automation 120

Customer Experience Matrix

JANUARY 4, 2012

The list of independent marketing automation systems shrank by one yesterday when Leadformix was purchased by sales enablement vendor CallidusCloud for $9 million. The price is surprisingly low for an established marketing automation vendor. In particular, LeadFormix infers visitors' “intent” (i.e.,

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 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. By contrast, mid-tier consumer marketers often have a hard time finding good options. Many marketing service providers manage Alterian systems for their clients.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Resource Management Marketing Management 120

Customer Experience Matrix

JANUARY 11, 2011

Summary: Here's a closer look at revenue per employee and marketing automation revenue in general. Some of the comments on last week’s post on the size of the B2B marketing automation industry led me to dig a bit more deeply into the question of revenue per employee. So maybe let’s credit them with $10 million.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation B2B Marketing 120

Customer Experience Matrix

FEBRUARY 1, 2012

I released the 2012 edition of our B2B Marketing Automation Vendor Selection Tool (VEST) report today, an event that deserves more hoopla that I’ve given it. It’s also interactive: you can change the weights assigned to different items and watch the vendors zoom around the quadrant as a result.

Marketing Automation Services 120

Marketing Automation Services Marketing Report Marketing Automation Automation 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. That''s theme number three.

Demand Generation Agencies 120

Demand Generation Agencies Marketing Automation Services Paid Search Agency Small Business Marketing 120

Customer Experience Matrix

DECEMBER 8, 2011

Social media is arguably overhyped as a marketing trend: it gets well under 10% of marketing budgets (different surveys have figures from 3% to 8%) and results are questionable (it was rated the least effective content marketing tactic in a recent MarketingProfs study ). Results are summarized in the table below. .

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Social Media 120

Customer Experience Matrix

JULY 17, 2009

Summary: Right On Interactive's 5Buckets connects lists from external customer management systems with many types of output vendors (email, print, fax, text message, automated voice). It's a low-cost, easy-to-use alternative to more powerful marketing automation systems for companies who don't need other marketing automation features.

Multi-Channel 120

Multi-Channel Marketing Automation Services Demand Generation Agencies Advertising Channels 120

Customer Experience Matrix

DECEMBER 13, 2011

The marketing automation industry continues to grow quickly, with many vendors announcing their client bases have more than doubled in 2011. But there’s also a growing realization that many marketing automation systems are used for only simple tasks – often no more than email, landing pages, and CRM integration.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

AUGUST 23, 2012

Both are general purpose marketing automation systems that serve large numbers of B2C as well as B2B clients. SalesFusion (which also ranked highly in the micro business segment; a good trick) and TreeHouse Interactive stand out in that region.

Eloqua 120

Eloqua Marketing Automation Services Lead Ranking Enterprise Management 120

Customer Experience Matrix

AUGUST 21, 2009

Summary: Aprimo Marketing Studio includes traffic generation features missing from nearly all existing marketing automation products. This broader scope should become standard as marketers try to truly integrate their programs. But in fact it’s a substantially broader scope than I’ve seen in other products.

Marketing Automation Services 120

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

Customer Experience Matrix

JANUARY 26, 2011

The good news is, my new B2B Marketing Automation report (more formally: the Vendor Selection Tool, or VEST) is now available. Of course, no one's business is truly typical, so the interactive version of the tool also lets you create your own custom scoring weights. Price for the interactive edition is $795.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Report Marketing Management 120

Customer Experience Matrix

DECEMBER 22, 2010

Summary: Teradata's acquisition of Aprimo takes the largest remaining independent marketing automation vendor off the market. The market will probably split between enterprise-wide suites and more limited marketing automation systems. Many would no doubt be delighted to sell at such prices.

Resource Management 120

Resource Management Marketing Automation Services Enterprise Management Work Management 120

Customer Experience Matrix

JANUARY 20, 2011

I suspect you may be getting tired of reading about the features in my new report comparing B2B marketing automation vendors, and want some actual information. But I finished the final interactive component of the report yesterday and I think it's exciting enough to be worth sharing. If that's not fun, what is?

Marketing Automation Services 120

Marketing Automation Services Sample Vendors Lead Scoring 120

Customer Experience Matrix

JANUARY 5, 2010

Marketo added features to capture Twitter posts and Helpstream customer support interactions within a lead’s activity history. The same three vendors also added new tools to give salespeople better access to information the marketing automation system has captured about their leads. Sales access.

Marketing Automation Services 120

Marketing Automation Services Manticore Market2Lead Marketing Automation 120

Customer Experience Matrix

JANUARY 17, 2011

I decided to make it an interactive document that lets users (viewers? Having three different sets of scores was a step in that direction, and making things interactive goes still further. I’ve been having way too much fun working on my new industry report. The Chosen?) Click here to download a sample of the format.

Marketing Automation Services 120

Marketing Automation Services Sample Comparison Vendors 120

Customer Experience Matrix

DECEMBER 27, 2010

Summary: The first of three posts describing my new scoring system for B2B marketing automation vendors. I’ve finally had time to work up the vendor scores based on the 150+ RFP questions I distributed back in September. The result will be one of those industry landscape charts that analysts seem pretty much obliged to produce.

Marketing Automation Services 120

Marketing Automation Services Lead Scoring Lead Ranking Vendors 120

Customer Experience Matrix

MARCH 18, 2009

I originally spoke with Treehouse Interactive in late January, but didn’t write about them because weren’t quite ready to talk about their Salesforce.com integration. 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.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Demand Enterprise Management 120

Customer Experience Matrix

OCTOBER 18, 2007

Neolane , a Paris-based marketing automation software vendor, formally announced its entry to the U.S. market last week. Neolane is important because it’s a full-scale competitor to Unica and the marketing automation suites of SAS and Teradata , which have pretty much had the high-end market to themselves in recent years.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

JUNE 2, 2016

I got all excited when I saw this description from messaging vendor Intercom about new "smart campaigns" in marketing automation that automatically send the best message at the best time in the best channel to each person without pre-designed campaign flows. Note: I haven't spoken with Intercom.

Campaigns 120

Campaigns Marketing Automation Services Trigger Marketing Work Management 120

Customer Experience Matrix

AUGUST 25, 2016

As used in this Guide, execution may include direct integration with a delivery system, such as adding a name to a marketing automation campaign, sending a list of cookies and instructions to an ad buying system, or pushing a personalized message to a company Web site.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Account Based Marketing 120

Customer Experience Matrix

APRIL 25, 2013

This differs quite radically from standard marketing automation systems, which use databases built elsewhere, rarely include integrated predictive modeling, and are focused primarily on moving customers through multi-step campaigns. This is fast enough to manage Web banner ads – something not all interaction managers can achieve.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Class 120

Customer Experience Matrix

FEBRUARY 10, 2017

Plan interactions. Execute interactions. So AI does indirectly drive interaction flows. Messages through other channels would have to be executed through marketing automation or CRM. Lead Genius sends emails through corporate or individual salespeople’s email accounts. Analyze results.

Marketing AI 120

Marketing AI Account Based Marketing Lead Scoring Lead Ranking 120

Customer Experience Matrix

JUNE 5, 2013

In any case, SAP did tell a good story: real-time interactions seamlessly presenting customers with consistent information, dialogues, and purchases across all channels, with a central role for the Web. This is certainly the long term goal for most marketers, although few are close to delivering it.

Work Management 120

Work Management Marketing Management Marketing Automation Services Salesforce.com 120

Customer Experience Matrix

APRIL 17, 2015

This was a common limitation among early B2B marketing automation products but many have removed it over the years. Marketo is increasingly squeezed between enterprise marketing suites and smaller, cheaper B2B marketing automation specialists. The strategic importance of this development to Marketo is high.

Marketo 120

Marketo Enterprise Management Mobile Advertising Salesforce.com 120

Customer Experience Matrix

DECEMBER 13, 2014

BlueConic gets involved at Level 1, where treatments are tailored to the individual but each interaction managed independently within each channel. At that stage, all the central marketing system can do is “listen” to customer activities and make the data it assembles available to the channel systems to help guide their own decisions.

Paid Search Agency 120

Paid Search Agency Advertising Agencies Multi-Channel Work Management 120

Customer Experience Matrix

NOVEMBER 21, 2014

These are linked across channels to a customer identity that is usually known at the start of an interaction. It can store several identifiers for the same customer, which is how it coordinates interactions in different channels. There are no standard integrations for marketing automation or CRM. message delivery.

Lead Ranking 120

Lead Ranking Ideal Customer Profiles Personalization Classified Ads 120

Customer Experience Matrix

AUGUST 25, 2016

to unify data marketing campaign to opportunity mapping to support attribution combine data from marketing automation, Web analytics, and CRM track offline channels such as conferences, direct mail, outbound hone calls capture detailed interaction history for each Web visit (mouse clicks, scrolling, active time spent, etc.)

Marketing Automation Services 120

Marketing Automation Services Account Based Marketing Vendors Differentiation 120

Customer Experience Matrix

JULY 3, 2014

Rotating banners on the company Web site position StrongView as a “product platform” and “marketing cloud” as well as mentioning “cross-channel lifecycle marketing”, “present tense marketing”, “true one-to-one communication” and “the first customer insight solution supporting unlimited cross-channel interaction data”.

Work Management 120

Work Management Marketing Management Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

MAY 3, 2013

Over the past year, the company has added “social listening” capabilities and begun offering itself to marketing agencies as a customer interaction manager. It has met with good success and is now offering its “social listening platform” more broadly. Would it be even cooler to call them grafs or, better still, grafz?

Marketing Automation Services 120

Marketing Automation Services Marketing Management Paid Search Agency Wikipedia 120

Customer Experience Matrix

NOVEMBER 16, 2014

When this blog last left Geoff Rego in 2010 , he had just sold the assets of pioneering B2B marketing automation vendor Market2Lead to Oracle. hushly lead identification marketing automation privacy prospect databases' Members can grant other people access to their library for collaboration.

Marketing Automation Services 120

Marketing Automation Services Market2Lead Salesforce.com Privacy 120

Customer Experience Matrix

MAY 20, 2013

Silverpop’s new features load customer behaviors from all sources into a central database, match identities to create a unified customer view, and make the resulting information available for real-time, automated interactions across all channels. Silverpop falls short on the third CDP function, which is integrated predictive modeling.

Enterprise Management 120

Enterprise Management Advertising Channels Marketing Automation Services Work Management 120

Customer Experience Matrix

MAY 21, 2015

I do suspect that at least part of the reason for the distinction is internal: the omni-channel products are based on Teradata’s original marketing automation products, Aprimo and Teradata Relationship Manager, while the digital products are based on eCircle email the company purchased in 2012.

Resource Management 120

Resource Management Hubspot Marketing Automation Services Enterprise Management 120