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 ). But social is clearly growing fast and has great potential.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Social Media 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. I don’t know quite what to make of the 2009 Survey on Marketing, Media and Measurement released earlier this month by custom content company King Fish Media. -

Social Media 120

Social Media Customer Surveys Social Marketing Media 120

Customer Experience Matrix

APRIL 1, 2009

But it turns out that DemandBase has been inching its way up the value chain. DemandBase said they hadn’t made a formal study of the quality of those leads, but felt confident they were more than worth the cost. DemandBase plans to continue adding value, possibly by pushing automated messages to selected visitors.

DemandBase 120

DemandBase Lead Scoring Lead Ranking Jigsaw 120

Customer Experience Matrix

SEPTEMBER 3, 2018

And 44% of marketers told Trusted Media Brands that they expected GDPR would lead to more use of first party data vs. cookies. A recent Sizmek study found that 77% of marketers predicted data regulations such as GDPR would make targeting audiences with third party data increasingly difficult. But third party data isn’t going away.

DemandBase 199

DemandBase Lead Ranking Paid Search Agency Work Management 199

Customer Experience Matrix

FEBRUARY 21, 2014

The business value is that DemandBase is allowing marketers to tailor messages to target accounts even before they engage directly with the company, thereby (hopefully) luring new prospects into the top of the funnel and engaging them if they accounts don’t respond. .* So much for the mechanics.

DemandBase 120

DemandBase Advertising Agencies Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

JULY 3, 2013

It also includes full Web site management and social media monitoring and posting, but those are natural extensions for sales and marketing. The other micro-business systems have avoided accounting, presumably because they saw little value in trying to displace Intuit QuickBooks. Completed email can be previewed and spam scored.

Small Business Marketing 120

Small Business Marketing Marketing Automation Services Communities Lead Ranking 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’s a small but important step towards making social media a standard business tool. Companies must still find effective ways to monitor and respond to social media events.

Social Media 120

Social Media Marketing Automation Services Work 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. Although Hubspot positions itself as an “inbound marketing system,” it actually does more than the search engine optimization, blogging, social media interactions and related analytics needed to generate Web traffic.

Small Business Marketing 120

Small Business Marketing Bundling Work Management Paid Search Agency 120

Customer Experience Matrix

APRIL 9, 2014

At that time, the marketing product was missing key marketing automation features including lead scoring, multi-step workflows, and integration with Salesforce.com. But it only allows one score per customer. Salesforce.com synch is bi-directional and works with lead and contact records. Those were all added last month.

Marketing Automation Services 120

Marketing Automation Services Salesforce.com Purchase Paid Search Agency 120

Customer Experience Matrix

NOVEMBER 21, 2014

It has recently released the beta version of a predictive platform that automatically generates probability scores, rankings, and estimated values for nine actions such as making a purchase within the next 24 hours, opting out of future contacts within the next week, and expected revenue within the next thirty days.

Lead Ranking 120

Lead Ranking Ideal Customer Profiles Personalization Classified Ads 120

Customer Experience Matrix

FEBRUARY 13, 2014

In fact, what was most impressive was the relative consistency of the rankings, with ead nurturing, analytics, and lead scoring at the top in both surveys, email and campaign management in the middle, and list segmentation is at the bottom. This is a pretty common question so the answers were not very surprising.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

JUNE 19, 2015

After all, the real cost of marketing automation is the time spent running the system and creating content and the real value comes from improved business results. I started with the lead import feature, which was rather barebones. The flow can branch on a few lead behaviors (downloads asset, opens email, submits form, visits page).

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Work Management Automation 120

Customer Experience Matrix

JANUARY 10, 2012

The most interesting recent enhancements are products for search engine optimization (SEO): “competitive intelligence” runs a multivariate analysis to identify factors that contribute to competitive pages’ ranking; and “content relevancy analyzer” scans high-ranking pages find theme words that search engines will use to determine relevance.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Marketing Automation 120

Customer Experience Matrix

APRIL 12, 2011

Relate these to financial values when possible. For a complete list of the steps, worksheets, and background materials, visit the Raab Guide Website and download the Vendor Selection Workbook from the Resource Library (registration required). Define Requirements Create a list of your goals in buying the system.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

JANUARY 22, 2014

Briefly, a standard B2B marketing automation system can send bulk emails to segmented lists, capture email responses on landing pages and forms, track email and Web site behaviors, score leads based on behaviors and profile attributes, execute multi-step workflows (i.e., continuously updated) as well as static.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Marketing Automation Automation 120

Customer Experience Matrix

JUNE 14, 2013

Every marketer recognizes that the Web and social media could be rich sources of information about customers and prospects. Semantic engines can extract information such as executive changes and product announcements from press releases and social media profiles. But harvesting that data has been frustratingly difficult.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Social Marketing Ideal Customer Profiles 120

Customer Experience Matrix

AUGUST 8, 2015

A smaller portion comes from other behaviors such as downloads, email clicks, or social media posts. It’s tempting just treat intent-based lists as sales leads. So the intent lists are often considered prospects to be touched through email, targeted advertising, and other low-cost media. How is it sold? How do you test it?

Intent Data 120

Intent Data Intent Bombora Top of Funnel 120

Customer Experience Matrix

JANUARY 31, 2010

This starts with the core functions of any business marketing system: outbound and multi-step email campaigns, landing pages, Web behavior tracking , lead scoring, Salesforce.com integration, reporting and content management. In addition, they support wait periods and can send leads and alerts to the sales system.

Paid Search Agency 120

Paid Search Agency Work Management Marketing Management Resource Management 120

Customer Experience Matrix

MAY 4, 2010

People who comment on a Genoo-hosted Web page or subscribe to a Genoo-originated RSS feed can be loaded into the system as contacts and these activities can factor into their lead score. However, the value is so obvious that I expect many other vendors will soon follow.

Act-On 120

Act-On Marketing Management Marketing Automation Services Features 120

Customer Experience Matrix

AUGUST 25, 2016

Most Execution firms in the Guide specialize in a particular channel, such as display advertising, social media advertising, Web content, or email. Our tour of sub-functions from the Raab Guide to ABM Vendors has now reached Execution. This narrows the field drastically.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Account Based Marketing 120

Customer Experience Matrix

OCTOBER 15, 2015

But the new Everstring product isn’t the usual sharing of a prospect list with an ad platform, as in display retargeting, Facebook Custom Audiences , or LinkedIn Lead Accelerator. These were typically sourced from public information such as Web sites, job postings, and social media.

Marketing Management 120

Marketing Management Paid Search Agency Lead Ranking Ad Exchange 120

Customer Experience Matrix

OCTOBER 1, 2011

My colleague Michael Darviche covered the LEAD Marketing Conference in Chicago last week. The Shopper Technology Institute's LEAD Marketing Conference offered telling insights to where it all goes next. Well, actually it has been here for the past 4-5 years in lead generation, and in banner advertising too. Here’s his report.

Conference 120

Conference Mobile Advertising Lead Scoring Lead Ranking 120

Customer Experience Matrix

FEBRUARY 4, 2014

Yes, there’s continued growth in various aspects of social media marketing and in mobile-friendly content creation. 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 You heard it here first.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Top of Funnel 120

Customer Experience Matrix

NOVEMBER 18, 2011

Social Media. The first wave of marketing automation features for social media is now several years old. These included making it easier to share emails and Web pages, tracking shares through embedded URLs, and monitoring social media conversations. Of course, some pay-per-lead programs have been around for years.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Paid Search Agency 120

Customer Experience Matrix

DECEMBER 4, 2012

Concretely, this refers to centrally-created marketing materials that are automatically personalized for individual sales people; desktop and smartphone alerts for Web activity by sales targets; and creation of personal Web sites, landing pages, and social media accounts. 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

AUGUST 22, 2016

They may resell the data to marketers or use it themselves to support tasks such as account scoring or ad targeting. (To special methods to associate personal and business emails, attach leads to accounts, find social media handles, etc. Let’s start with the first sub-function, External Data.

Enterprise Management 120

Enterprise Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

JULY 15, 2013

Its core offerings include a huge database of media contacts; media monitoring and social listening; and press release distribution. It lacks the Salesforce.com integration of B2B systems (due early next year), the lightweight CRM of micro-business systems, and the lead scoring and distribution of both.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Social Marketing 120

Customer Experience Matrix

MAY 24, 2016

Moreover, operational source systems often don’t keep old versions of important data that changes over time (such as lead scores or contract expiration dates), making historical analysis difficult if that data isn’t stored elsewhere. This matters because mobile interactions are inherently different.

Mobile Marketing 136

Mobile Marketing Conference CRM Mobile Advertising 136

Customer Experience Matrix

OCTOBER 2, 2013

This may lead you to wonder whether there’s anything we actually left out. What idio does is ingest content – typically from a publisher such as ESPN , Virgin Media , Guardian Media , or eConsultancy (all clients) – but also from brands with large content stores such as Diageo , Unilever , and C Spire (also all clients).

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Enterprise Management Lead Ranking 120

Customer Experience Matrix

JULY 9, 2010

The result is an organized archive that offers real value to someone interested in a topic. Users choose a format and then use a page designer to place widgets for articles, blog posts, lists of articles by category, author or entity, news streams, site search, media galleries, subscriptions and user registration.

Aggregators 120

Aggregators Marketing Automation Services RSS Classified Ads 120

Customer Experience Matrix

APRIL 5, 2009

This leads to more variety as vendors experiment with different approaches to a now-defined problem. Like all demand generation systems, True Influence can import lists, send emails, create Web forms and surveys, score leads, set up multi-step campaigns, and integrate with CRM systems.

Demand Generation 120

Demand Generation Digital Asset Management Demand Marketing 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. Also can capture results of Google Adwords campaigns and has a URL-shortener to track traffic from social media.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120

Customer Experience Matrix

JULY 17, 2009

Last Wednesday’s revised ranking of demand generation vendors by Web traffic reminded me that I never published notes from a conversation I had several months ago with Right On Interactive , developer of the 5Buckets marketing automation software. Tags: demand generation marketing automation lead management cross-channel marketing.

Multi-Channel 120

Multi-Channel Marketing Automation Services Demand Generation Agencies Advertising Channels 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. On the other hand, HubSpot’s lead scoring, email and nurture campaigns are quite limited compared with its competitors.

Small Business Marketing 120

Small Business Marketing Marketing Automation Services Hubspot Demand Generation Agencies 120

Customer Experience Matrix

DECEMBER 1, 2014

What Radius does will sound broadly familiar to loyal readers of this blog: it scans social media, Web pages, government records, and other online sources to build a list of more than 20 million U.S. This latest vision was appealing enough to attract $54.7 million in funding in September , bringing the announced total to over $80 million.

High Quality Lead 120

High Quality Lead Small Business Marketing Ideal Customer Profiles Lead Ranking 120

Customer Experience Matrix

MAY 12, 2015

This customized content can include entire microsites, landing pages, emails, campaign flows, and social media posts. The system also can do basic lead scoring and assign prospects to sales funnel stages. Salespeople can also set up their own contents.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Microsite Automation 120

Customer Experience Matrix

JUNE 29, 2011

The IMH, as we cognoscenti call it, combines ExactTarget's email, mobile, Web pages, Web visitor tracking, and social media with external touchpoints as well as Salesforce.com and Microsoft CRM. The goal is for third parties to extend the value of a core platform by building tools that enhance it.

Eloqua 120

Eloqua Marketing Management Marketing Automation Services Lead Ranking 120