Customer Experience Matrix

FEBRUARY 4, 2014

I’ve just published the latest edition of our B2B Marketing Automation Vendor Selection Tool (VEST), with updated entries on all your favorites and several new entries to boot. Yes, there’s continued growth in various aspects of social media marketing and in mobile-friendly content creation. mid-market leadership may be up for grabs.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Top of Funnel 120

Customer Experience Matrix

JUNE 30, 2010

Summary: LoopFuse has launched a free entry-level version of its marketing automation system. LoopFuse today promised to “transform” the marketing automation industry by offering a free version of its system. This requires finding ways to attract masses of new customers as they enter the market. LoopFuse knows that, of course.

Loopfuse 120

Loopfuse Marketing Automation Services Enterprise Management Marketing Management 120

Customer Experience Matrix

JULY 30, 2009

Summary: Hubspot offers a bundle of Web traffic generation and lead management features in one low-cost package. Yesterday’s post described one strategy to sell marketing automation to small businesses: provide a specific, turnkey service that requires virtually no skill or effort from the user.

Small Business Marketing 120

Small Business Marketing Bundling Work Management Paid Search Agency 120

Customer Experience Matrix

AUGUST 11, 2010

Summary: Adobe added Web content management, digital asset management and social media features to its arsenal when it purchased Day Software last month. But it still lacks key pieces of a complete marketing solution. Last month, Adobe announced their $240 million acquisition of Web content management vendor Day Software.

Digital Asset Management 120

Digital Asset Management Enterprise Management Marketing Management Marketing Automation Services 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. Events and trade shows actually rank below all of these.

Lead Scoring 120

Lead Scoring Lead Ranking Customer Surveys Sales Qualified Leads 120

Customer Experience Matrix

MARCH 8, 2011

This Friday I'll be presenting a 45 minute free Webinar, sponsored by Focus.com and hosted by the ever-popular Adam Needles, on preparing for a successful marketing automation deployment. But this webinar isn’t about why you should buy marketing automation – that’s been discussed at length by everyone in the business.

Marketing Automation 120

Marketing Automation Webinar Metrics Automation Purchase 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

SEPTEMBER 1, 2010

Summary: So you want some hard numbers to prove the value of marketing automation? A client asked yesterday if I had some benchmark information to justify the cost of her marketing automation project. Neolane “ Making the Business Case for Enterprise Marketing Software ”. Here's a bunch. Statistics include: • 16.5%

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Marketing Automation Marketing Qualified Leads 120

Customer Experience Matrix

JUNE 16, 2010

Summary: here are some checklists to help select a marketing automation system. On June 29, I'll be giving a Webinar on “Matching a Marketing Automation System to Your Needs”, part of a day-long set of all-star lead management presentations organized by the Focus online business community.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Work Management Marketing Management 120

Customer Experience Matrix

JUNE 9, 2009

It does depend on marketing setting up the definitions, rather than letting sales people create their own. a “lead feed” feature that can send “interesting moment” alerts via RSS, SMS, email, iPhone and other mobile devices. But, then again, how many salespeople really want to do that? -

Marketo 120

Marketo Work Management Marketing Automation Services Eloqua 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. One final interesting set of figures had to do with marketing measurement. The survey is still available on the SLMA Web site.)

Work Management 120

Work Management Marketing Management Demand Generation Agencies Lead Scoring 120

Customer Experience Matrix

APRIL 12, 2011

Choosing a marketing automation system is a major decision. 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. A disciplined selection process is essential to make a sound selection. The first three are below.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

JUNE 25, 2008

When I was researching last week’s piece on Market2Lead , one of the points that vendor stressed was their ability to create a full-scale marketing database with information from external sources to analyze campaign results. I was particularly intrigued at what Aberdeen found about the relative deployment rates for different capabilities.

Work Management 120

Work Management Marketing Management Demand Generation Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 4, 2013

Okay, I freely admit that headlines like “the marketing funnel is dead” are a cheap trick to attract attention. But then came the punch line: instead of a funnel, marketers should think of managing each customer’s progress as a process, which is best represented – wait for it – as an escalator.

Marketing Funnels 120

Marketing Funnels Top of Funnel Work Management Paper 120

Customer Experience Matrix

AUGUST 14, 2014

This correlates to some degree with market presence. It is currently stressing uses of predictive modeling beyond traditional lead scoring and making it easier for clients to set up new models on their own. Here are brief profiles of the vendors I’ve identified in or near this space. There are probably others.

Lead Ranking 120

Lead Ranking Work Management Marketing Management Lead Scoring 120

Customer Experience Matrix

APRIL 29, 2009

Approach to Aligning Sales & Marketing , Wednesday, May 13, 1:30 p.m. White Paper When Best Practices Go Bad: New Rules for Sales and Marketing Management. Tags: david raab whitepaper demand generation marketing automation david raab webinar lead management sales best practices. Sponsored by Genius.com.

Paper 120

Paper Webinar Metrics Marketing Automation Services Marketing Management 120

Customer Experience Matrix

SEPTEMBER 18, 2011

Business marketers can find plenty of books on broad strategies and plenty of other books on specific tactics. His book starts with a review of changes in the B2B buying process and the new demands these place on B2B marketers. These fall under two major headings of content marketing and lead management.

Demand Generation Agencies 120

Demand Generation Agencies Demand Peer-to-peer Work Management 120

Customer Experience Matrix

JULY 27, 2009

Summary: Genius.com is adding a URL shortener that will tie social media responses into the regular flow of demand generation and lead management. It generates short URLs that directly connect social media responses with Genius.com’s standard marketing and sales support features.

Social Media 120

Social Media Marketing Automation Services Work Management Marketing Management 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. I don’t know whether Callidus will also try to expand LeadFormix sales among "pure" marketers.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation 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

OCTOBER 23, 2008

One illustrates my conception of how demand generation systems fit into the world of marketing systems, as follows: Is that cute or what? The others are a pair of flow charts illustrating four tasks within the lead managgement cycle. The others are a pair of flow charts illustrating four tasks within the lead managgement cycle.

Demand Generation 120

Demand Generation Demand Generation Marketing Automation Services 120

Customer Experience Matrix

APRIL 8, 2009

But the reality is that most marketers need outside help to design their email campaigns, nurture programs, scoring rules, and CRM integration. And yes, some marketers will get their system running with no more than telephone support. That's one reason Pedowitz works with several vendors.

Eloqua 120

Eloqua Work Management Marketing Automation Services Marketing Management 120

Customer Experience Matrix

APRIL 1, 2009

But now it matches that company against the main DemandBase database to actually apply details such as location, company size, industry, and further finds contact names that marketing or salespeople can reach out to. But they don’t intend to become a lead management system. I'd say that's significant.

DemandBase 120

DemandBase Lead Scoring Lead Ranking Jigsaw 120

Customer Experience Matrix

OCTOBER 14, 2008

For the moment, we have to turn our attention to marketing: press release should have gone out today but I haven't heard from the person working on it. Tags: lead management software selection raab guide demand generation. These will give a concrete view of the difference between the two formats. Tomorrow, perhaps.

Sample 120

Sample Work Management Marketing Management Demand Generation 120

Customer Experience Matrix

JULY 28, 2010

The company takes a conservative approach to marketing automation, stressing the importance of process over flashy software. I’m not sure this will be enough to thrive as the market develops, but customers will benefit regardless. Manticore Technology today released the latest version of its marketing automation system.

Manticore 120

Manticore Marketing Automation Services Demand Generation Agencies Marketing Management 120

Customer Experience Matrix

OCTOBER 27, 2008

Tags: marketing software marketing automation lead management software selection crm software demand generation.

Paper 120

Paper Demand CRM Marketing Automation Services 120

Customer Experience Matrix

SEPTEMBER 7, 2010

Summary: LeadPAC lets marketers pay for email responses as easily as they pay for search responses. It’s a major improvement over traditional lead generation. I can’t recall a vendor with the same business model as LeadPAC from marketing automation vendor True Influence. That's worth some excitement. Nothing new there.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Work Management Adwords 120

Customer Experience Matrix

APRIL 21, 2009

My own take is that the main factor is how well the marketers know what they want to do – that is, do they understand their data, know what marketing campaigns they want to set up, have the materials in hand and process flows defined, know what their scoring rules should be, etc. Of course, I’ll report on results when I have some.

Demand Generation 120

Demand Generation Customer Surveys Demand Generation 120

Customer Experience Matrix

AUGUST 3, 2010

Executive Edition shows what Marketo believes is needed to service large marketing organizations. This is critical in large organizations, where regional and product groups may be responsible for different market segments and where users will have different functional specialties and approval authorities.

Enterprise Management 120

Enterprise Management Marketo Marketing Management Marketing Automation Services 120

Customer Experience Matrix

MAY 19, 2010

The system also improves Web analytics by flagging responses from specific companies and market segments, even when visitors fail to identify themselves, delete cookies, or reach the site without clicking on email links. ABR is still a bit rough around the edges. Clever folks.

DemandBase 120

DemandBase Leadlander Jigsaw Marketing Automation Services 120

Customer Experience Matrix

MARCH 26, 2009

I say this with the fervor of a reformed sinner, since for many years I looked at flow charts as the mark of an advanced marketing automation system. Such specialists are fairly common at big consumer marketers such as banks and retailers. Such specialists are fairly common at big consumer marketers such as banks and retailers.

Enterprise Management 120

Enterprise Management Marketing Automation Services Work Management Marketing Management 120

Customer Experience Matrix

JULY 8, 2009

Summary: Based on Web traffic rankings, new demand generation vendors with low prices are gaining market presence. Last November, after much consideration of alternatives , I settled on Alexa three-month Web traffic rankings as a reasonable way to measure the relative market presence of demand generation vendors.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Demand Generation Vendors 120

Customer Experience Matrix

MARCH 25, 2009

recently on the idea that the boundaries between marketing and sales are breaking down because leads now interact with both departments throughout the purchase cycle. This is clearly inevitable: if nothing else, leads still visit your Web site (controlled by marketing) even after they are “turned over” to sales.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Demand Salesforce.com 120

Customer Experience Matrix

FEBRUARY 26, 2009

As a reminder, I'm planning to build two usability scores, one for simple marketing programs and one for complex marketing programs.) (Yes, The complexity-oriented vendors do this with flow logic that explicitly routes leads among campaigns. Yes, there are far too many parenthetical comments in this post.

Vtrenz 120

Vtrenz Market2Lead Work Management Marketing Automation Services 120

Customer Experience Matrix

AUGUST 28, 2008

Key functions including lead scoring, surveys, data enhancement, lead assignment, and CRM integration. Localized marketing: coordinate efforts by marketing groups for different product lines or geographic regions. Event management: execute marketing events such as Webinars.

Demand Generation 120

Demand Generation Demand Marketing Management Generation 120

Customer Experience Matrix

MAY 27, 2009

The paper, Restoring the Balance: Why Marketing Holds the Key to Effective Selling in a Changed Business World , is available for free on the Raab Guide site and will eventually show up on the Eloqua site as well. This makes it harder for salespeople to understand prospects and build relationships with them. Back to Eloqua Prospect Profiler.

Eloqua 120

Eloqua Paper Profiling Marketing Automation Services 120

Customer Experience Matrix

OCTOBER 31, 2008

Tags: marketing automation lead management software selection raab guide demand generation.

Demand Generation 120

Demand Generation Lead Scoring Lead Ranking Demand 120