Customer Experience Matrix

JUNE 27, 2014

This model can score new leads and classify existing opportunities in the sales pipeline. Not surprisingly, the company’s Salesforce connector is very efficient, automatically pulling down leads, contacts, accounts, and opportunities through the Salesforce API and feeding them into the modeling system.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Reachforce 120

Customer Experience Matrix

AUGUST 22, 2013

One of these categories is systems for B2B lead scoring. The most typical application is deciding which leads should go to sales, be further nurtured by marketing automation, or discarded entirely. Scores that accurately filter non-productive leads are more important to those companies than individual lead profiles.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Ideal Customer Profiles 120

Customer Experience Matrix

NOVEMBER 19, 2010

Summary: Public data gives some insights into Marketo's financial history and prospects. Its pressing financial need is to raise revenue per client, which will lead it away from the low-cost, bitterly competitive market serving very small businesses. - million for 2009 and "triple that" ($13.5 million) for 2010.

Marketo 120

Marketo Enterprise Management Marketing Automation Services Marketing Management 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

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

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.

DemandBase 120

DemandBase Advertising Agencies Marketing Automation Services Paid Search Agency 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

JULY 20, 2009

Summary: Active Conversion helps marketing and sales departments make the best use of leads they’ve generated outside the system. Leads can enter from channels other than email. Information can come from sources beyond the lead itself. Filling out a Web form may also contribute to lead scoring.

Active Conversion 120

Active Conversion Lead Scoring Lead Ranking Lead Management 120

Customer Experience Matrix

MAY 18, 2007

The paper, from Manticore Technology , recommends five best practices for business marketing: (1) define a unified marketing and sales pipeline; (2) deploy an integrated marketing and sales platform; (3) measure pipeline activity; (4) automate lead nurturing; and (5) focus on the top of the funnel.

Manticore 120

Manticore Online Lead Generation Lead Generation Vtrenz 120

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. did they eventually buy? is there someone else at their company to talk to?

Marketing Automation Services 120

Marketing Automation Services Advertising Agencies Marketing Management Marketing 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. I recently wrote about Lattice Engines , which has assembled these pieces to create prospect lists. Mintigo has also been mining Web and social data to build prospect lists, starting in 2011.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Social Marketing Ideal Customer Profiles 120

Customer Experience Matrix

JANUARY 3, 2021

This ties into other trends that were already under way, including the importance of trust (earned by delivering on promises through fulfillment, not making promises in advertising) and the shift from prospecting with third party data to supporting customers with first party data.

Work Management 248

Work Management Marketing Management Software Paid Search Agency 248

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, 2015

For some reason, I suddenly saw a connection of this to external data: if vendors like NetProspex and InsideView could provide sales people with prospects and vendors like MDC provide tools to nurture those prospects, then sales people really don’t need marketing to do either of those things.

Marketing Automation Services 120

Marketing Automation Services Top of Funnel Marketing Funnels Marketing Automation 120

Customer Experience Matrix

JANUARY 20, 2016

But while the promise of intent data is irresistible – “reach prospects with demonstrated interest in your product!” – the reality is less appealing. B22B lead generation vendor True Influence today announced a new product to help fill these gaps. Intent-based email lists are obviously contactable but volumes are often quite low.

Intent Data 120

Intent Data Intent Lead Ranking Marketing Automation Services 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 8, 2015

So most third-party intent data is based on visits to Web pages whose content attracts prospective buyers of specific products. 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.

Intent Data 120

Intent Data Intent Bombora Top of Funnel 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. net new prospects”). This latest vision was appealing enough to attract $54.7

High Quality Lead 120

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

Customer Experience Matrix

FEBRUARY 13, 2014

Software Advice does show the number of prospective buyers by industry: not surprisingly, tech is still the most common industry among new buyers. Similarly, the Pepper Global data’s low ratings for lead activity tracking, lead capture, and Website visitor tracking reflect that marketers have systems in place for those.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

APRIL 1, 2009

That’s somewhat entertaining and can be useful to salespeople who might notice and reach out to current clients or prospects. The company only charges for incremental prospect names, so you pay don't again if someone visits your Web site twice. 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

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. And we’ll need to use every scrap of information as fully as possible to deliver as much value as we can.

Mobile Marketing 136

Mobile Marketing Conference CRM Mobile Advertising 136

Customer Experience Matrix

MAY 4, 2011

I suppose I should backtrack a bit here and acknowledge that I’m talking about marketing to customers – that is, people who have already made a purchase – rather than marketing to prospects or leads. So marketing automation vendors who thought the Salesforce.com / Intuit deal didn’t apply to them, might want to think again.

Salesforce.com 120

Salesforce.com Marketing Automation Services Marketing Management Small Business Marketing 120

Customer Experience Matrix

SEPTEMBER 7, 2010

It’s a major improvement over traditional lead generation. LeadPAC lets marketers order prospect lists based on segmentation criteria such as title, industry and company size. I’ve seen marketing agencies and direct response media that work on a cost-per-lead basis. That's worth some excitement. Nothing new there.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Work Management Adwords 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. Serena is now running into conflicts when a given prospect is in more than one marketing campaign. Both Todd and Maratona’s Cari Baldwin told stories about prospects who believed the emails werebeing sent personally.

Work Management 120

Work Management Marketing Automation Services Marketing Management Demand Generation Agencies 120

Customer Experience Matrix

APRIL 3, 2013

Reachforce’s core business is assembling data on marketing prospects, which it then sells for as many uses as possible: appending to Web leads, enhancing existing databases, and buying as lists. (See my post from last October for more on SetLogik.) There’s an obvious peanut butter-meets-jelly type of logic to this match.

Reachforce 120

Reachforce Buy Marketing Management B2B Marketing 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. Marketo today officially launched “Sales Insight”, an application that makes prospect activity history directly available to sales people from within Salesforce.com. There are some subtle differences.

Marketo 120

Marketo Work Management Marketing Automation Services Eloqua 120

Customer Experience Matrix

FEBRUARY 18, 2016

The uses for this information are obvious, including helping marketers to understand which topics are most appealing and giving salespeople insight into the interests of individual prospects. Captora is focused on paid and organic search marketing, so it can’t pick which ads to display to which prospects. So I might be overreacting.

Conference 120

Conference Marketing Automation Services Content Customer Satisfaction 120

Customer Experience Matrix

FEBRUARY 25, 2009

This gave salespeople a desktop “Tracker” that instantly alerted them when prospects responded to their emails, and showed which pages the prospects visited on their company Web site. Genius Enterprise expands the company’s beachhead in marketing by adding automated lead nurturing and lead scoring. So much for the theory.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

MARCH 6, 2016

Of course, the only people who really need to worry about Infusionsoft’s business prospects are its investors and employees, although channel partners and clients do have some stake in the results. Of these, I found WickedReports the most interesting: they use customer tracking to do multi-channel lead attribution and customer value analysis.

Small Business Marketing 120

Small Business Marketing Work Management Marketing Management Planning 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. Marketing Measurement Practices The group reported using three broad types of marketing success measurements: - 91% measured new customers acquired or leads generated. -

Social Media 120

Social Media Customer Surveys Social Marketing Media 120

Customer Experience Matrix

JULY 8, 2009

Note: after I posted this, it was pointed out to me that the bulk of traffic on several sites relates to customer log-ins rather than marketing prospects. The only vendor with a really major drop in ranking was Lead Genesys , another long-time industry participant. Results are in the following table. For example, Alexa says that 89.4%

Marketing Automation Services 120

Marketing Automation Services Marketing Management Demand Generation Vendors 120

Customer Experience Matrix

FEBRUARY 24, 2009

In Fernandez’ view, this reflects a fundamental philosophical difference from his competitors: Marketo sees marketing as reacting to prospect-initiated behaviors, not executing company-driven interaction paths. In Marketo, each campaign is a relatively small, self-contained sequence of steps that is triggered by a particular prospect need.

Marketo 120

Marketo Marketing Automation Services Marketing Management Vtrenz 120

Customer Experience Matrix

JANUARY 5, 2010

Marketo added features to capture Twitter posts and Helpstream customer support interactions within a lead’s activity history. Silverpop made it easier to add social media handles to lead records so these could be used to send messages. Sales access. The vendors also charged additional per-user fees for these modules. So much for 2009.

Marketing Automation Services 120

Marketing Automation Services Manticore Market2Lead Marketing Automation 120

Customer Experience Matrix

JANUARY 4, 2012

LeadFormix combines its behavior analysis with anonymous visitor identification (inferring their company from the IP address), access to external prospect lists and enhancement data, and collaboration with partners and affiliates to share lead access.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

SEPTEMBER 1, 2009

Email campaigns are targeted at segments; Web visitors are classified into segments; behavior alerts are triggered by segments; lead scores are assigned to segments; leads are sent to the sales system based on segments; reports are run against segments. Each lead is assigned to the first "child" action whose entry conditions it meets.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Small Business Marketing Marketing Automation Services 120

Customer Experience Matrix

MAY 12, 2015

The system also can do basic lead scoring and assign prospects to sales funnel stages. Several sequences can be assigned to the same campaign and execute in priority order. This allows more complex treatments despite the simple design of the individual sequences.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Microsite Automation 120

Customer Experience Matrix

MARCH 4, 2014

It''s tempting to position Vendemore and similar firms at the top of the marketing funnel, as a way to connect with new prospects that have not yet identified themselves to a company. 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.

Top of Funnel 120

Top of Funnel Advertising Funnels Paid Search Agency Display 120