Customer Experience Matrix

APRIL 28, 2009

This suggests that marketers are quickly gaining value from their systems, but also highlights the need for continued training to be sure they take advantage of all system capabilities. lead transfer to CRM 18 5 8 0 2 2 35 0.94 lead scoring 12 7 3 0 10 4 36.89 multi-step lead nurturing campaign 8 10 7 2 5 4 36 0.89

Demand Generation 120

Demand Generation User-Generated Content Customer Surveys Lead Scoring 120

Customer Experience Matrix

JULY 10, 2012

Last week’s post on lead scoring attracted more positive attention than I expected. This was doubly surprising because first, I didn’t think lead scoring was such a hot topic and second, I don’t really agree with the approaches I described. The approach was using lead scoring as a way to define lead stages.

Top of Funnel 120

Top of Funnel Marketing Funnels AIDA Lead Ranking 120

Customer Experience Matrix

APRIL 12, 2011

This series of posts presents the seven-step methodology we use at Raab Associates, along with related worksheets. Relate these to financial values when possible. Choosing a marketing automation system is a major decision. 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

FEBRUARY 12, 2007

This series of posts has followed what should seem like a logical progression: using the Lifetime Value figure; using components within that figure; comparing component values over time, across segments, and against forecasts; creating the forecast values with models; and using the models for simulation, planning, and optimization.

Lead Ranking 120

Lead Ranking Lead Scoring Analysis Trends 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

AUGUST 25, 2016

Our tour of sub-functions from the Raab Guide to ABM Vendors has now reached Execution. Differentiators include: channels supported (display advertising, social advertising, CRM, marketing automation, email, direct mail, telemarketing, text, mobile apps, content syndication, etc.)

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Account Based Marketing 120

Customer Experience Matrix

AUGUST 8, 2015

It’s tempting just treat intent-based lists as sales leads. Similarly, retargeting ads can be used to make hard sales offers or to more gently present brand messages and name-capturing content. Similarly, retargeting ads can be used to make hard sales offers or to more gently present brand messages and name-capturing content.

Intent Data 120

Intent Data Intent Bombora Top of Funnel 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. As I said, that implication is important but it's not exactly news.

Mobile Marketing 136

Mobile Marketing Conference CRM Mobile Advertising 136

Customer Experience Matrix

AUGUST 6, 2013

Still, the vendor comparison in our VEST report shows that RightWave’s core functionality – for lead generation, campaign management, scoring and distribution, and reporting – is on par with mid-tier leaders Pardot and Marketo.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

AUGUST 28, 2008

This means I have to nail down how I’ll present the results. 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. Lead nurturing: execute repeated contacts with leads over time.

Demand Generation 120

Demand Generation Demand Marketing Management Generation 120

Customer Experience Matrix

JULY 9, 2010

In fact, Curata provides a complete system to not just locate the right content but also to organize and present it to the marketer’s target audience. It then presents them for manual review before being posted to a Curata Web site, which automatically adds them to appropriate indexes for future reference. more subscriber information.

Aggregators 120

Aggregators Marketing Automation Services RSS Classified Ads 120

Customer Experience Matrix

JUNE 17, 2016

This made them a fifth subtype of Customer Data Platforms (CDPs), along with systems based on marketing, lead scoring, sales advisory, and tag management. In fact, Strikedeck referred to itself as “customer success automation” in an early discussion I had with them, although they don’t seem to be using that positioning at present.

Automation 120

Automation Marketing Automation Services Lead Ranking Trigger Marketing 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

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

DECEMBER 4, 2012

These include landing pages and forms for lead capture; email and postal mail; lead scoring on attributes and behaviors; branching multi-step campaigns; and bi-directional synchronization with Salesforce.com, Microsoft Dynamics, Outlook, and SugarCRM. 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

OCTOBER 12, 2009

The core of my presentation will be a 5-step measurement maturity model for B2B marketers. This progression leads to a maturity model. This stage also includes the closely related step of calculating the cost of those responses for a simple cost-per-response measure that can be used for a rough ranking of investments.

Lead Ranking 120

Lead Ranking Planning Lead Scoring Paid Search Agency 120

Customer Experience Matrix

SEPTEMBER 18, 2011

These fall under two major headings of content marketing and lead management. This is the concept of “Demand Process Integration”, which he calls a framework to connect content management with lead management so they reinforce each other. The discussion then switches to tactics.

Demand Generation Agencies 120

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

Customer Experience Matrix

JULY 15, 2013

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. It presents these to Vocus clients with an interface that suggests a reaction but lets users decide how to reply or repost across several social channels.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Social Marketing 120

Customer Experience Matrix

NOVEMBER 18, 2011

It also needs ways to present the information so marketers can easily understand it. Think about lead scoring, where the traditional approach is for a team of people to sit around a table and negotiate a set of scoring rules. 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 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. In itself, this progression isn’t news.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

Customer Experience Matrix

OCTOBER 2, 2013

This may lead you to wonder whether there’s anything we actually left out. It captures responses directly as the content is presented. Those predictions could be useful in their own right and also feed predictions of future value, which could support conventional lead scoring applications.

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Enterprise Management Lead Ranking 120

Customer Experience Matrix

DECEMBER 1, 2014

Fast-forward twelve months and the company has again adjusted its offering, now presenting itself as a “marketing intelligence platform” that helps business marketers find prospects who are similar to their current buyers. This latest vision was appealing enough to attract $54.7 If that’s what you want, take a closer look.

High Quality Lead 120

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

Customer Experience Matrix

JUNE 16, 2010

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. The point is to focus on your actual requirements and not a generic list of capabilities or vendor rankings.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Work Management Marketing Management 120

Customer Experience Matrix

JANUARY 22, 2013

Infusionsoft today announced it has acquired social lead generation vendor GroSocial. The system makes it easy for small business to generate leads through social marketing campaigns and track results. The system makes it easy for small business to generate leads through social marketing campaigns and track results.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Work Management Marketing Automation 120

Customer Experience Matrix

DECEMBER 14, 2009

True listening ranked fifth in the Visible Technologies/SiriusDecision survey (“monitor and respond” at 14%), and third in the B2B Magazine survey (“customer feedback” at 46%). Users who want more elaborate scoring, perhaps applying different weights to different kinds of activities, can export the raw data and calculate outside the system.

Social Media 120

Social Media Paid Content Enterprise Management Work Management 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. In any event, I’m curious about people’s actual experiences.

Demand Generation 120

Demand Generation Customer Surveys Demand Generation 120

Customer Experience Matrix

AUGUST 16, 2011

At least two vendors have tried to hit it: Predictive Response and BizConnector , whose product is Lead Follow-Up. Of the two, BizConnector’s Lead Follow-Up is more tightly focused, offering primarily a rules engine that allows lead nurturing and other workflows. Of course, the jackpot here is Salesforce.com.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Automation 120

Customer Experience Matrix

MARCH 9, 2015

The last three minutes of my MarTech Conference presentation are driving me crazy. Some will be the topic of other MarTech presentations. The implication of this is that there’s a lot of value gained from combining data from different sources into shared repositories. I have no trouble talking about that. Everything is biddable.

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Terms and Conditions Lead Ranking 120

Customer Experience Matrix

DECEMBER 8, 2011

This is harder than monitoring since it requires linking social identities to marketing leads and connecting to the social system’s API. The list below presents each vendor with a brief explanation of the table entries. Social platform integration: using native features of the social platforms by writing to their APIs.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Social Media 120

Customer Experience Matrix

JUNE 3, 2009

Maratona spent the rest of the time on business issues such as lead scoring, process flow and content creation. This reinforces the point that most companies will need help to take advantage of the new opportunities that demand generation systems present. Todd felt the campaign flows were “as easy as Visio”.

Work Management 120

Work Management Marketing Automation Services Marketing Management Demand Generation Agencies 120

Customer Experience Matrix

NOVEMBER 16, 2011

Present this information in a table with record counts and transaction volumes so it can be used to size and price your solution. This would include segmentation rules, content creation, processing logic, CRM integration, lead scoring, and any other tasks required to run the program.

Work Management 120

Work Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

MAY 24, 2009

He was also starting to think that maybe the company Web site could play a role in attracting leads. Discussing this idea let me to refine the presentation, which I now describe in terms of marketers catching up with changes in their role. In other words, he far behind the times. Fortunately for me, I don’t have to solve it.

Demand Generation 120

Demand Generation Enterprise Management Marketing Management Demand 120

Customer Experience Matrix

SEPTEMBER 30, 2010

Summary: Four critical metrics tell you most of what you need to show the value of your marketing efforts and to optimize your results. If the picture isn't enough reason to attend, the Webinar will also present four essential metrics of stage-based marketing measurement. valueless) leads drop out. And, here's a funny picture.

Budget Programs 120

Budget Programs ROI Forecasting Statistics 120

Customer Experience Matrix

OCTOBER 15, 2013

Key findings will be presented in a Webinar next Thursday, sponsored by TreeHouse Interactive ; you can register here. But the news on that front is mixed: a survey by one of the industry’s best analysts , Jim Lenskold, found 60% of marketing automation users reporting increases in the key value measures of lead quantity and quality.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation BtoB 120

Customer Experience Matrix

MARCH 4, 2014

This would offer a simple narrative about expanding B2B marketing automation beyond its home base in the middle of the funnel, where it nurtures known leads. The move down-funnel makes particular sense because it leverages the known individuals present in the marketing automation database. But that’s not quite right.

Top of Funnel 120

Top of Funnel Advertising Funnels Paid Search Agency Display 120

Customer Experience Matrix

JULY 28, 2010

As the latest round of enhancements illustrates, Manticore remains focused on the core demand generation features of email, landing pages, lead nurturing and sales integration. As a practical matter, I think most buyers will prefer systems with a broader scope, flashier presentation and more aggressive marketing.

Manticore 120

Manticore Marketing Automation Services Demand Generation Agencies Marketing Management 120

Customer Experience Matrix

JANUARY 18, 2007

The paper has plenty of the usual buzz words (customer advocacy, moments of truth, brand promise) but what stands out is a relatively unfamiliar (to me at least) claim that “emotive attributes…present the greatest opportunity for differentiation in the marketplace.”

Paper 120

Paper Work Management Marketing Management SIC 120