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. It later extended to returning visitor attributes in real time so companies could pre-fill forms and personalize Web pages to match visitor interests.

DemandBase 120

DemandBase Advertising Agencies Marketing Automation Services Paid Search Agency 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

JULY 10, 2013

Finally, Optify has expanded into conventional marketing automation over the past 18 months and most recently added basic contact management and distribution of lead information, scores, and alerts to sales people. That''s theme number three. This is enough sales enablement to complete its sweep of the four themes.

Demand Generation Agencies 120

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

Customer Experience Matrix

OCTOBER 30, 2014

and then yesterday omnichannel personalization vendor Sailthru announced their own predictive solution. Many predictive modeling systems, especially for B2B lead scoring, supplement the client’s data with company and individual information they gather themselves from sources like social networks, Web sites, job boards, and government files.

Lead Ranking 120

Lead Ranking Enterprise Management Marketing Automation Services Work Management 120

Customer Experience Matrix

MAY 25, 2016

I’ve been writing about Demandbase since 2009, when they had already begun their climb from compiling company profiles to enhancing Web site visitor records to personalizing Web content to targeting Web display ads. But the Oracle announcement was last month’s news and the question with Demandbase is always, what’s next?

Account Based Marketing 0

Account Based Marketing DemandBase Eloqua Buy 0

Customer Experience Matrix

JULY 30, 2009

Summary: Hubspot offers a bundle of Web traffic generation and lead management features in one low-cost package. 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.

Small Business Marketing 120

Small Business Marketing Bundling Work Management Paid Search Agency 120

Customer Experience Matrix

JANUARY 5, 2016

I used Alexa traffic rankings, which are far from perfect but good enough for this sort of project. Compete.com gave similar rankings except that TrustRadius came in lower, although still in the top 10.) I sampled leading marketing automation vendors for different sized companies.

Marketing Automation Services 120

Marketing Automation Services Software Lead Ranking Paid Search Agency 120

Customer Experience Matrix

SEPTEMBER 3, 2018

The culprit was to be the EU’s General Data Protection Regulation, which would cut off the flow of personal data to third party brokers and, even more devastatingly, prevent marketers from buying third party data for fear it wasn’t legitimately sourced. Third party data is not dead yet. It was supposed to be. The expectations are real.

DemandBase 199

DemandBase Lead Ranking Paid Search Agency Work Management 199

Customer Experience Matrix

FEBRUARY 4, 2010

The accompanying article suggested the online marketers don’t give personalization a high priority, which supports the theme of my last few posts. As the headline suggests, about three-quarters of the marketers listed personalized email, display advertising and onsite pages as a high priority, but just under half are actually using them.

Online Marketing 120

Online Marketing Customer Surveys Advertising Channels Lead Scoring 120

Customer Experience Matrix

MARCH 20, 2007

Both full and fractional designs have their place in the testing cycle” is a useful reminder that it’s easy to get distracted by technical details and miss the larger perspective of the value provided by testing systems. Measuring the financial value of optimization comes back to last Wednesday's post on the credibility of marketing metrics.

Multivariate analysis 120

Multivariate analysis Lead Scoring Lead Ranking Optimization 120

Customer Experience Matrix

JANUARY 26, 2011

Most answers were scored from 0, 1 or 2, indicating whether a particular feature was available fully, partly, or not at all. I translated other answers such as starting price or number of employees into similar 0-2 ranges so I could combine everything in a scoring formula. The final result was three sets of scores for each vendor.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Report Marketing Management 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

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. Emails can include personalization tokens such as {first name}. More will be added over time.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Work Management Automation 120

Customer Experience Matrix

FEBRUARY 5, 2012

(In this and following charts, “feature availability” is the ratio the actual vendor scores to the highest possible scores. The scores are on a scale of 0 to 2, where 0 means a feature is missing, 1 means it is partly available, and 2 means it is fully available. Remember, though: more features is not always better.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

JANUARY 27, 2021

These deals all involve CDPs with marketing automation functions (that is, segmentation, message selection, campaigns, personalization, and cross-channel orchestration). It's also in the platform vendors’ interest to be open to those applications since they add value to the platform at little cost to the platform owner.

Marketing Automation Services 270

Marketing Automation Services Enterprise Management Marketing Management Lead Ranking 270

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

AUGUST 8, 2015

Intent vendors won’t necessarily capture every person in market for a particular product. It’s tempting just treat intent-based lists as sales leads. On the simplest level, you just apply the intent data to whatever type of program you’re testing (sales qualification, prospecting, lead scoring, reactivation, personalization, etc.)

Intent Data 120

Intent Data Intent Bombora Top of Funnel 120

Customer Experience Matrix

MAY 17, 2016

The most fundamental is an account-based view of your customer and prospect data: while traditional marketing automation systems are organized around individual leads, ABM demands organization around accounts. Account based lead scoring is also a relatively recent improvement that still isn’t universally available.

Account Based Marketing 149

Account Based Marketing Conference ABM Funnel Advertising 149

Customer Experience Matrix

AUGUST 13, 2013

These products address several interrelated challenges: distributing leads to partners without losing track of performance; distributing partner-customized versions of company-created content; and helping partners run their own marketing campaigns. The system then sends them personalized emails offering contents related to their behaviors.

Marketing Automation Services 120

Marketing Automation Services Advertising Agencies Marketing Management Marketing Automation 120

Customer Experience Matrix

JUNE 2, 2015

B2B CDPs have favored analytical applications like lead scores and churn predictions. What’s more important is that the segments can use a wide range of data including online behaviors, attributes from CRM and other systems, predictive model scores, and product information from catalogs. This is what gives the system its power.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Multi-Channel SMS 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. Mindmatrix does a good job with these features.

Marketing Automation Services 120

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 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. Rather, it finds prospects who are not yet on the marketer’s own list by scanning ad exchanges for promising individuals.

Marketing Management 120

Marketing Management Paid Search Agency Lead Ranking Ad Exchange 120

Customer Experience Matrix

FEBRUARY 25, 2009

The product was soon extended to integrate with Salesforce.com and to let the proxy server add Genius-generated popups that display personalized messages or offer an online chat. Genius Enterprise expands the company’s beachhead in marketing by adding automated lead nurturing and lead scoring.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 12, 2009

But most of us still assume there is a reasonable relationship between price and value. Three of the five core demand generation functions are clearly there: outbound email, Web forms, and lead nurturing campaigns. If advanced lead scoring or Salesforce.com integration are show stoppers for you, then read no further.

Pricing 120

Pricing Price Impressions Marketing Management 120

Customer Experience Matrix

JUNE 14, 2013

Doing it yourself takes multiple tools to gather different kinds of information, and then patching the result together into personal profiles. Infer starts with your own customer data, enhances it with information mined from the Web, and generates predictive scores. 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

OCTOBER 22, 2009

The email features cover all the basic requirements: template-driven personalized messages, universal and campaign-level exclusion rules, and both static and dynamic list definitions. The system’s features for lead scoring and routing are more impressive. Users can define value ranges (hot, warm, cold, etc.)

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JUNE 9, 2009

Summary: Marketo's new Sales Insight ranks prospects for sales people, based on recent Web and email activities. I had a personal demonstration last week (are you impressed?), Users can drill into the details of each account, including Web activities, emails and score history. - three Web site visits in two days).

Marketo 120

Marketo Work Management Marketing Automation Services Eloqua 120

Customer Experience Matrix

DECEMBER 16, 2018

At the same time, other people – often marketers who had found through personal experience that unified customer data was rarely available – started by build database-only CDPs, based on the same insight that the value was in the database. So, it always struck me as odd that they were adopting CDP at such different rates.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

Customer Experience Matrix

AUGUST 28, 2008

But, as I think I wrote in a comment since then, I now believe the best approach is to define several applications and score the vendors in terms of their suitability for each. Key functions include landing pages, data capture surveys, and trigger-based personalized email. Lead nurturing: execute repeated contacts with leads over time.

Demand Generation 120

Demand Generation Demand Marketing Management Generation 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. This narrows the field drastically.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Account Based Marketing 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

FEBRUARY 19, 2015

As I’m sure you see coming, Ensighten’s next step is to assemble the tag data into detailed individual profiles for personalization, testing, attribution, and other purposes. million if you''re keeping score). Ensighten can deliver rule-driven personalized messages along with the custom page tags.

Tagging 120

Tagging Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

OCTOBER 20, 2016

Indeed, many of the firms I originally identified as CDPs were lead scoring and customer success management vendors who serve primarily B2B clients. Like many other CDPs, Hull doesn’t attempt “probabilistic” matching, which looks for patterns in behavior or data to associate identifiers that are likely to belong to the same person.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

APRIL 26, 2011

In particular, they want a highly-integrated combination of standard marketing automation (email, landing pages and individual-level Website behavior tracking) with customer relationship management (tracking personal and telephone contacts with individuals). These rules can be used in segmentation, lead scoring, and sales alerts.

Small Business Marketing 120

Small Business Marketing Work Management Features Marketing Management 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. Further reinforcing these trends is the customers’ increasing expectation for personalization.

Mobile Marketing 136

Mobile Marketing Conference CRM Mobile Advertising 136

Customer Experience Matrix

FEBRUARY 18, 2018

They’re built to solve two of GDPR’s toughest technical challenges: connecting all internal sources of customer data and linking all data related to the same person. company-owned) personally identifiable information and use deterministic matching to ensure accurate linkages. In particular, CDPs focus on first party (i.e.,

Enterprise Management 189

Enterprise Management Work Management Marketing Management Paid Search Agency 189

Customer Experience Matrix

OCTOBER 2, 2013

This may lead you to wonder whether there’s anything we actually left out. The company positions itself as a tool to deliver “personalized and relevant multi-channel communications”, which sure sounds like a CDP. But a few systems were so close to the border that I only made the final call after I had evaluated them in depth.

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Enterprise Management Lead Ranking 120