Customer Experience Matrix

AUGUST 22, 2013

The most typical application is deciding which leads should go to sales, be further nurtured by marketing automation, or discarded entirely. Its reasoning is that scores provide the major value from its system and profiles would detract from them – perhaps because sales people might ignore them scores in favor of profile data.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Ideal Customer Profiles 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. Still, to the extent that CRM systems can offer demand generation functions, there may be a more limited market for demand generation than the vendors expect.

Work Management 120

Work Management Marketing Management Demand Generation Agencies Lead Scoring 120

Customer Experience Matrix

OCTOBER 26, 2009

Summary: a new survey suggests that marketers are less focused on lead generation than on final sales, growing current customers and building online communities. 63% measured customer retention or sales from current customers or lapsed customers. - without a sales force) than in other industries.

Social Media 120

Social Media Customer Surveys Social Marketing Media 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% higher campaign response rates and conversion rates • 50% decrease in time to execute campaigns • 100% increase in number of campaigns • 85% decrease in cost per lead • 18% higher revenue • 9.3%

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Marketing Automation Marketing Qualified Leads 120

Customer Experience Matrix

OCTOBER 31, 2008

Basically it defines a formula for calculating profit based on factors that are affected by a demand generation system: number of leads, lead-to-customer conversion rate, net margin per customer, acquisition cost, lead handling cost and sales cost.

Demand Generation 120

Demand Generation Lead Scoring Lead Ranking Demand 120

Customer Experience Matrix

OCTOBER 12, 2009

This requires a campaign management system to execute the campaigns and track their costs, and a marketing database that stores the identity, promotion history and response history of leads generated by the campaigns. At a minimum, this requires linking marketing leads to closed sales.

Lead Ranking 120

Lead Ranking Planning Lead Scoring Paid Search Agency 120

Customer Experience Matrix

JANUARY 7, 2010

Continued sales growth, for sure: that’s easy enough when you’re starting with a small base. We can also be confident that the feature trends I described in my review of 2009 will continue: better support for social media, greater access for sales departments, and more flexible reporting. What will 2010 bring? me-too products.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Work Management 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

JANUARY 22, 2014

Looking beyond technology, the vendor provides access to a 15 million name email database, a telephone lead generation team, and other services that can supplement or even replace an in-house marketing department. System pricing starts at $99 per month for up to 1,000 contacts; a system with 15,000 contacts costs $499 per month.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Marketing Automation Automation 120

Customer Experience Matrix

JANUARY 26, 2011

The profiles offer some narrative and scores for the components within the larger scores: 7 components within the profit fit (lead generation, campaign management, scoring, etc.) These give some insight into where the sales came from. and two within the vendor fit (company strength and sector expertise). This is priced at $295.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Report Marketing Management 120

Customer Experience Matrix

AUGUST 10, 2010

The always-insightful Adam Needles is running a series of blog posts this week that summarize the “real state” of B2B demand generation. The conventional wisdom is that marketers need to become more efficient, more attuned to individual buyers’ movement through the purchase cycle, and better coordinated with sales departments.

Process 120

Process Marketing Management Marketing Automation Services Demand Generation 120

Customer Experience Matrix

JULY 9, 2009

The company is now ramping up its lead generation and inside sales operations, aiming to grow quickly beyond its dozen-plus existing installations. (To This gave it time to refine its POC processes, add system features, and build initial client references. To provide some context: Vertica reports more than 100 clients.)

Enterprise Management 120

Enterprise Management Advertising Benchmark Vendors Paid Search Agency 120

Customer Experience Matrix

OCTOBER 30, 2006

Eloqua is sold as a system for lead generation and nurturing, not long-term management of on-going customer relationships. In fact, I think very highly of Eloqua in general. It’s obviously not true and can only result in their being included in sales situations which they will lose, or, even worse, will fail at should they win.

Eloqua 120

Eloqua Resource Management Marketing Automation Services Work Management 120

Customer Experience Matrix

JULY 25, 2009

Business marketers generally limit their focus to lead generation and nurturing, which at most requires light synchronization with sales. High labor costs mean that lower software prices would do little to encourage sales, since the buyer’s total expense would remain nearly the same.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Demand Generation Agencies 120

Customer Experience Matrix

OCTOBER 27, 2006

Firms like Eloqua and Vtrenz provide a mix of features—essentially, email and Web campaigns for lead generation and nurturing—that don’t match my usual categories. They are certainly not conventional CRM since they integrate with other sales and service products.

CRM 120

CRM Vtrenz Marketing Automation Services Marketing Management 120

Customer Experience Matrix

DECEMBER 22, 2015

The simplest is just connecting marketing leads to closed sales, which is an issue because the data in sales systems is often incomplete. A higher level ties specific marketing programs to individual leads, and through them to accounts and deals. But this doesn’t always happen for many reasons.

Marketing Automation Services 120

Marketing Automation Services Top of Funnel B2B Marketing Allocation 120

Customer Experience Matrix

MAY 20, 2011

He also finds a set of puzzle pieces that, when assembled, present a flow chart of standard B2B marketing tasks: program setup, lead generation, nurturing, scoring, transfer to sales, and reporting. Expect to spend time on organizational changes and coordinating with sales, finance, and IT departments. Our Story Begins.

Marketing Automation Services 120

Marketing Automation Services Training Marketing Automation Enterprise Management 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. This is what happened with sales automation software. I can’t say I’ve seen much of that either—so, again, maybe I’ve missed it.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Vendors Demand 120

Customer Experience Matrix

DECEMBER 12, 2010

Summary: 2011 will see continued adjustment as B2B lead generators experiment with the opportunities provided by new media. Since this measurement will draw on data from multiple systems, including sales and Web behaviors, it will occur in measurement systems that are outside the delivery systems themselves.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 1, 2011

But of course you know that I’ve now abandoned that position with the new B2B Marketing Automation Vendor Selection Tool (VEST) – which I’ll remind you is both totally awesome and available for sale on this very nice Web page. I’ll admit my change is partly about giving the market what it wants.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

JANUARY 17, 2009

. • multiple scores per lead: for companies with several products, the best practice to calculate a separate lead score for each. The scores may also have different thresholds for sending the lead to sales. define score formula jointly with sales: the salesperson is the ultimate judge of whether a lead is qualified.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Marketing Automation 120