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

OCTOBER 10, 2012

I’ve now done more detailed research into the SetLogik B2B data management system I mentioned in my Dreamforce post. I originally saw SetLogik as a tool to associate marketing leads with sales opportunities, even when they are not connected directly within Salesforce.com. If anything, I’m even more impressed.

Enterprise Management 120

Enterprise Management Work Management Lead Ranking Marketing Management 120

Customer Experience Matrix

APRIL 12, 2011

Relate these to financial values when possible. Research Your Options Raab Associates’ B2B Marketing Automation Vendor Selection Tool (VEST) provides a good starting point for matching possible vendors to your requirements. 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 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. In fact, LucidEra is releasing a new module for lead conversion analysis today to address this very need.

Work Management 120

Work Management Marketing Management Demand Generation Marketing Automation Services 120

Customer Experience Matrix

JANUARY 7, 2012

Research firm Gleanster released its free “Gleansight” report on marketing automation late last month. Many readers of the report will be most interested in the vendor profiles and survey-based rankings. By contrast, marketing efficiency ranked fourth among top performers and much lower among all others. Back to the data.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Work Management 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

AUGUST 28, 2008

Research on the new Guide is proceeding nicely (thanks for asking), and should be wrapped up by the end of next week. 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. Ah, but what applications?

Demand Generation 120

Demand Generation Demand Marketing Management Generation 120

Customer Experience Matrix

FEBRUARY 26, 2009

If you suspected that my last two blog posts were a way to avoid writing a post that ranks vendors on usability, you’re probably right. As a reminder, I'm planning to build two usability scores, one for simple marketing programs and one for complex marketing programs.) (Yes, Complexity-focused products route leads explicitly.

Vtrenz 120

Vtrenz Market2Lead Work Management Marketing Automation Services 120

Customer Experience Matrix

OCTOBER 13, 2008

A little external research quickly drove home the point that usability is always based on context: it can only be measured for particular users for particular functions in particular situations. there’s no way to create a generic usability ranking. after the data is gathered, summarize it in a traditional score card fashion.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Lead Scoring 120

Customer Experience Matrix

OCTOBER 2, 2013

This may lead you to wonder whether there’s anything we actually left out. In most cases, I could judge whether a system fit before doing a lot of detailed research. For example, someone buying a home might start by researching schools, then switch to real estate listings, then to mortgages, then moving companies, and so on.

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Enterprise Management Lead Ranking 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.

Mobile Marketing 136

Mobile Marketing Conference CRM Mobile Advertising 136

Customer Experience Matrix

FEBRUARY 25, 2015

Sales could then push marketing back to its traditional narrow role of generating promotional materials and doing research. Advanced data enhancement and lead scoring make it easier for sales people to automate lead nurture processes without becoming marketing automation experts.

Marketing Automation Services 120

Marketing Automation Services Top of Funnel Marketing Funnels Marketing Automation 120

Customer Experience Matrix

NOVEMBER 18, 2018

Another announcement last week illustrates the point: a new program from a coalition of 2,600 socially-responsible “Certified B Corporations” such as Ben & Jerry’s aims to convince consumers to buy from companies that share their values. 1 Edelman , Sprout Social and Finn Partners show consumers want brands to lead on social issues.

Paid Search Agency 192

Paid Search Agency Advertising Agencies Privacy Protection Work Management 192

Customer Experience Matrix

APRIL 13, 2011

Yesterday' post described the first three steps in Raab Associates' vendor selection process: defining requirements, researching options, and testing vendors against scenarios. Work closely with sales to define lead scoring rules, hand-off mechanisms and service levels, and ways to capture results.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

NOVEMBER 16, 2014

Since then, he’s been gnawing at the bone of anonymous business leads, suspecting that there’s some way to gain value from people who are interested in a product but haven’t identified themselves to vendors. hushly lead identification marketing automation privacy prospect databases'

Marketing Automation Services 120

Marketing Automation Services Market2Lead Salesforce.com Privacy 120

Customer Experience Matrix

NOVEMBER 16, 2010

The primary goal was to speed and simplify user navigation, which its research found was the root cause of 70% of user problems. It’s worth noting that the “move to campaign” action can send leads to a specific step within another campaign – not a new feature but still rare within the industry. The new interface is a huge improvement.

Eloqua 120

Eloqua Allocation Enterprise Management Lead Scoring 120

Customer Experience Matrix

MAY 24, 2009

I'm treating the four hour delay that followed as field research into customer relationship management, which ranged from great (the family-run auto shop that towed my car and took me in) to poor (the Enterprise car rental office that kept me waiting nearly two hours before admitting they didn’t have a vehicle available). conference.

Demand Generation 120

Demand Generation Enterprise Management Marketing Management Demand 120

Customer Experience Matrix

NOVEMBER 16, 2011

Remember all that yammering about how today’s buyers do their own research, don’t talk to sales until late in the process, and get their information from social media rather than experts? 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

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. Quick review: stage-based measurement tracks the ability of marketing programs to move leads through stages in the purchase process. valueless) leads drop out. And, here's a funny picture.

Budget Programs 120

Budget Programs ROI Forecasting Statistics 120

Customer Experience Matrix

MAY 30, 2007

The other striking result was that respondents ranked “operations/supply chain management” in seventh place (43%) on their list of divisions that play a vital role in achieving strategic goals. Sales (64%), customer service (61%), strategy/planning (59%), marketing (55%) and even product development (54%) and IT (45%) all ranked higher.

Customer Surveys 120

Customer Surveys Planning Marketing Management Lead Scoring 120

Customer Experience Matrix

AUGUST 21, 2009

.* The new offering is designed to support all stages of interactive marketing, starting with traffic generation from paid search, Web banner ads and blogging, and continuing with visitor behavior tracking, landing pages and forms, interactive dialogs, multi-step email campaigns, lead scoring and CRM integration.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Marketing Management Paid Search Agency 120

Customer Experience Matrix

FEBRUARY 26, 2012

Some of these channel marketing systems focus on lead distribution, some on locally-customizable promotion materials, and some on campaign management. The company says these latter features are unique, and a couple hours of my competitive research seemed to confirm this. But remember those several hours of research?

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Advertising Agencies Work Management 120

Customer Experience Matrix

OCTOBER 9, 2013

Of course they differed in the precise categories used and their audiences, but they generally covered the major B2B marketing automation features: email, Web behavior tracking, landing pages, nurture campaigns, lead scoring, analytics, and social media marketing. Yet both ranked towards the bottom of the list.

Lead Ranking 120

Lead Ranking Marketing Automation Services Marketing Automation Lead Scoring 120

Customer Experience Matrix

OCTOBER 2, 2007

My students had a variety of goals, but the two major ones they mentioned were the toughest issues in marketing: how to allocate resources across different channels and how to measure the impact of marketing on brand value. Channel allocation and brand value are inherently complex and there just are no simple ways to measure them.

Allocation 120

Allocation Multi-Channel Lead Ranking ROI 120

Customer Experience Matrix

APRIL 21, 2010

To be honest, I couldn’t quite follow her argument, but the gist seemed to be that true experts in the future will be people who can integrate information from multiple domains by leading teams of people who are themselves experts in different fields. In most cases, experts won't provide that kind of personal attention for free.

Opinions 120

Opinions Consulting Domain Internet Marketing 120

Customer Experience Matrix

MARCH 2, 2009

For better or worse, I've taken my usability scoring project as far as I can. Because usability includes both ease-of-use and the suitability for a given task, a single usability score would be misleading because it must either favor construction of simple campaigns or of complex campaigns. So it seemed best not to bother.

Demand Generation 120

Demand Generation Lead Scoring Lead Ranking Manticore 120

Customer Experience Matrix

JANUARY 8, 2007

My exploration of the relationship between brand marketing and customer experience management somehow landed me at the Web page of BrandAmplitude LLC , a consultancy specializing in brand strategy and research. According to the paper, the change is caused by interactive marketing tools that provide vast amounts of customer-level data.

Brand Identity 120

Brand Identity Branding Lead Ranking Paper 120

Customer Experience Matrix

MARCH 23, 2011

In fact, the company’s research has found that nearly half its clients do almost no email, using the system instead primarily for sales automation and service. Rather, Infusionsoft clients have valued labor savings they gain from having one integrated system for marketing, sales, e-commerce, and service.

Work Management 120

Work Management Marketing Automation Services Marketing Management Marketing & Strategy 120

Customer Experience Matrix

SEPTEMBER 17, 2006

I’ve been researching software to model the flow of customers through an organization. The thought is to take literally the mantra that “the value of a business is the value of its customer relationships” by modeling the relationships individually and viewing an aggregate result.

CRM 120

CRM Lead Ranking Terms and Conditions Aggregators 120

Customer Experience Matrix

JULY 22, 2010

As I wrote in my June 30 post on consolidation among marketing automation vendors , I expect the number of competitors to shrink fairly quickly as new buyers concentrate their purchases among a handful of leading vendors. But what, exactly, will the consolidation look like?

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

DECEMBER 22, 2015

Marketing without revenue attribution is like playing golf without keeping score: it might be fun but you can’t tell whether you’re doing a good job. But while keeping score in golf is simple, figuring out the impact of marketing programs is quite tough. Since Salesforce.com can also capture lead source (i.e.,

Marketing Automation Services 120

Marketing Automation Services Top of Funnel B2B Marketing Allocation 120

Customer Experience Matrix

FEBRUARY 1, 2011

Summary: Vendor scores from our new B2B Marketing Automation Vendor Selection Tool offer new proof of an old truth: there's no one best system for everyone. My reluctance to contribute to this error is the main reason I’ve carefully avoided any formal ranking of vendors over the years. The assumption is wrong but it’s hard to shake.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

MAY 7, 2015

But the closest I could find were a couple of products that build profiles of groups the marketer defines in advance, such as brandAnalyzer by brandAnalyzer from Global Science Research and Empirical Insights from SG360. Model scores and recommendation engines often replace complex segmentation rules even though some other rules remain.

Marketing AI 120

Marketing AI Paid Content Work Management Lead Ranking 120

Customer Experience Matrix

FEBRUARY 23, 2009

I’ve continued to refine my checklist of items for scoring demand generation vendors on "ease of use for basic functions". Results are promising in that my draft rankings agree with my intuitive sense of where different vendors fall on the continuum. This should help clarify why I’ve chosen the path I’m following.

Work Management 120

Work Management Marketing Management Marketing Automation Services Software 120

Customer Experience Matrix

JANUARY 14, 2019

This is consistent with the personalization results: if European consumers place less value on personalization, it makes sense that they’d be less willing to share their personal data to enable personalized treatments. But European marketers rank lower on other measures that indicate maturity. It’s important to qualify this message.

Customer Surveys 149

Customer Surveys Marketing Attribution Enterprise Management Personalization 149

Customer Experience Matrix

AUGUST 18, 2010

It combines this with standard B2B marketing automation features to provide better-qualified leads to sales people. The company’s product touches the standard marketing automation bases: outbound email, landing pages and forms, lead nurturing, scoring and integration with Salesforce.com. Such is my take on LeadForce1.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Jigsaw 120

Customer Experience Matrix

DECEMBER 21, 2011

The focus is online marketing (remember that Adobe owns Omniture, Day Software, Demdex and now Efficient Frontier) but the survey is especially interesting because it asked about adoption, value received, and effort required. Maybe the survey-takers are getting poor results because they’re not putting in the necessary resources.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Work Management Marketing Management 120