Customer Experience Matrix

SEPTEMBER 30, 2010

There’s still time to sign up for my October 7 Webinar on stage-based marketing measurement (sponsored by Marketo and hosted by the American Marketing Association ). 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.

Budget Programs 120

Budget Programs ROI Forecasting Statistics 120

Customer Experience Matrix

APRIL 5, 2009

This leads to more variety as vendors experiment with different approaches to a now-defined problem. But he also decided that marketers want Webinar integration, digital asset management, APIs to capture data from external Web forms, and a dedicated IP address for email. The lead record allows only four user-defined fields.

Demand Generation 120

Demand Generation Digital Asset Management Demand Marketing Management 120

Customer Experience Matrix

APRIL 28, 2009

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 Webinar campaign 5 13 5 1 6 5 35 0.86 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 Ranking 120

Customer Experience Matrix

NOVEMBER 30, 2011

Pretty much every system can send leads to Salesforce.com , but capabilities vary significantly once you start looking for more. Even better, attend SalesFusion's December 6 Webinar on the topic ( register here ). CRM integration is a fundamental feature of marketing automation.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation CRM Features 120

Customer Experience Matrix

SEPTEMBER 1, 2010

The Heart of Growing Conversion Rates," 2008): Best in Class Average % higher Inquires to Marketing Qualified Leads (MQLs) nearly 10% 3.9% The Heart of Growing Conversion Rates," 2008): Best in Class Average % higher Inquires to Marketing Qualified Leads (MQLs) nearly 10% 3.9% Statistics include: • 16.5% But lots of people do anyway.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Marketing Automation Marketing Qualified Leads 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., Synchronization with Salesforce.com and SugarCRM are due by mid-2014.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Marketing Automation Automation 120

Customer Experience Matrix

NOVEMBER 7, 2011

I’ll be giving a Webinar this Thursday on evaluating marketing automation software, sponsored by Neolane. Ideally you’ll have specific, quantifiable goals in terms of numbers of qualified leads, costs, and revenue created. But even general goals like supporting Webinars or running nurture campaigns are enough to give useful direction.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Vendors 120

Customer Experience Matrix

FEBRUARY 26, 2009

offering a white paper or promoting a Webinar) and the larger process of managing the flow of treatments. You must also consider how a system moves leads from one campaign to another. The complexity-oriented vendors do this with flow logic that explicitly routes leads among campaigns. Sorry about the parentheses.)

Vtrenz 120

Vtrenz Market2Lead Work Management Marketing Automation Services 120

Customer Experience Matrix

AUGUST 28, 2008

Lead nurturing: execute repeated contacts with leads over time. Score and distribute leads: assess leads and distribute them to sales when appropriate. Key functions including lead scoring, surveys, data enhancement, lead assignment, and CRM integration.

Demand Generation 120

Demand Generation Demand Marketing Management Generation 120

Customer Experience Matrix

MARCH 9, 2011

sequential campaign flows with conditional actions in each step and “early exit” conditions that can remove leads from the flow at any step. Most marketing automation systems offer conditional actions, which let the system send different messages to different lead segments. The same lead can belong to multiple lists.)

Act-On 120

Act-On Marketing Automation Services Work Management Marketing Management 120

Customer Experience Matrix

NOVEMBER 16, 2010

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. More substantively, multiple users can work on the same design simultaneously and the designs can be saved as reusable templates.

Eloqua 120

Eloqua Allocation Enterprise Management Lead Ranking 120

Customer Experience Matrix

MARCH 19, 2010

As part of the preparation for next Tuesday’s Webinar with 1to1 Media and Neolane (register here ), I poked around for some concrete examples of ROI from social media. Summary: some published examples of "hard" ROI from social media. Here’s what I found.

Social Media 120

Social Media ROI Examples Media 120

Customer Experience Matrix

JUNE 29, 2011

ExactTarget’s answer was refreshingly honest: IMH lacks key B2B marketing automation features including lead scoring, advanced segmentation, and multi-step campaigns. In Eloqua’s case, most of the initial applications are connectors with other systems for Webinars, social communities, messaging and data acquisition.

Eloqua 120

Eloqua Marketing Management Marketing Automation Services Lead Ranking 120

Customer Experience Matrix

NOVEMBER 4, 2010

lead scoring: users can define separate scores for customer fit and activities. Right On's default set holds two lead stages (investigate and evaluate) and two customer stages (value and advocate). You can also view my Marketo-sponsored Webinar on the topic.) The actual stages can be whatever the user wants. But there's more.

Salesforce.com 120

Salesforce.com Lead Ranking Lead Scoring Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 4, 2009

Act-On Software : a slightly different take, with strong Webinar support and an option to use its own low-cost sales automation system as an alternative to Salesforce.com Price starts at $499 per month. Tags: demand generation software marketing automation lead management software selection vendor evaluation crm software.

Demand Generation 120

Demand Generation Cost Marketing Management Demand 120

Customer Experience Matrix

FEBRUARY 12, 2013

What really got me thinking about this was prepping for a Webinar I’ll be giving next Wednesday on the future of marketing automation ( register here ). I had figured to start off with my industry growth figures, but this led naturally to a question about long-term potential, which in turn leads to thoughts of market penetration rates.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Automation 120

Customer Experience Matrix

MARCH 23, 2011

So far, though, their focus has seemed more tactical (“how to run a Webinar”) than strategic (“optimize the customer lifecycle”). This line of thought (plus lack of sleep and coffee – most of this was written on a late night plane ride) leads a final question. Vendors selling to larger companies have also been stressing education.

Work Management 120

Work Management Marketing Automation Services Marketing Management Marketing & Strategy 120

Customer Experience Matrix

JANUARY 7, 2010

There's no question in my mind that such cooperation will appear: it's inevitable as marketing’s role expands beyond lead generation to long-term relationship management. Note that Webinars and social media, which are also inbound marketing devices, are already being added to marketing automation products.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Work Management 120

Customer Experience Matrix

JUNE 20, 2011

In other words, if 100% of new buyers saw a white paper offer and just 50% saw a Webinar invitation, then the white paper has more influence than the Webinar. Now, let’s say just 10% of prospects see the Webinar invitation, compared with 50% of buyers. Or, you could apply lead scores or funnel stage definitions.

Marketing Attribution 120

Marketing Attribution Lead Ranking Paper Comparison 120

Customer Experience Matrix

MAY 20, 2009

I haven’t looked closely at any of these but they all seem to promise the core demand generation capabilities of email, landing pages, automated nurturing, lead scoring, and sales system integration. Well, I wouldn’t ask the question if I weren’t leading up to something. This brings us back to features.

Digital Asset Management 120

Digital Asset Management Work Management Marketing Management Rules 120

Customer Experience Matrix

DECEMBER 21, 2011

I’ve provided the actual numbers below: If you looked carefully at the previous survey, you probably noticed that a few important applications were missing, such as Webinars. A survey last February by Act-On Software had a more realistic range of applications.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Work Management Marketing Management 120

Customer Experience Matrix

JANUARY 28, 2016

The system then presents a choice of industry-appropriate campaign types such as subscription renewals, webinar promotions, birthday and anniversary messages, and welcome kits. Campaigns can also run processes such as a/b tests, lead scoring, landing pages, segmentation, or suppression lists.

Marketing AI 120

Marketing AI Work Management Campaigns Marketing Management 120

Customer Experience Matrix

MARCH 25, 2009

If you look at the Web site of Act-On Software , you’ll see a typical set of demand generation features: email marketing, demand generation (equated with landing pages and forms), lead nurturing, Website visitor tracking, channel (partner) marketing, and lead scoring. So far so good, and now we can talk about Webinars.

Act-On 120

Act-On Demand Generation Work Management Marketing Management 120

Customer Experience Matrix

SEPTEMBER 19, 2013

They generally return corrected and enhanced data and lead scores based on models built from the client’s customer files. These vendors vary considerably in the data they return, ranging from lead scores only to recommended marketing treatments to full customer profiles.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

NOVEMBER 1, 2013

I had a related discussion on Wednesday with Act-On Software , which just announced its own open API and expanded partner exchange Act-On''s technical lead said part of this project involving reworking its APIs from SOAP to RESTful protocols precisely because REST connectors are easier for partners to create.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Marketing Automation 120

Customer Experience Matrix

JUNE 3, 2009

The ability to explicitly direct leads from one contact stream to another is what separates the Engage B2B approach from simple linear campaign flows. In the new interface, track routes are objects within the contact stream, and can be opened to edit the decision rules that determine where the lead moves next. But I digress.

Vtrenz 120

Vtrenz Campaigns Work Management Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 10, 2011

Last week’s post used data from our B2B Marketing Automation Vendor Selection Tool (VEST) to identify leading vendors in categories such as lead generation, campaign management, and technology. Half relate to specific output channels: fax, RSS, social media, direct mail, email, external Web sites, and Webinars.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Marketing Automation 120

Customer Experience Matrix

APRIL 14, 2009

It offers many features that appeal to large marketing departments: fine-grained user rights management, rule-based content selection, multiple scores per lead, central processes to score leads and transfer them to sales, APIs to integrate with external Web forms, campaign cost tracking, detailed ROI reporting, and project management with tasks.

Enterprise Management 120

Enterprise Management Features Marketing Management Marketing Automation Services 120

Customer Experience Matrix

MARCH 4, 2009

Explicitly direct leads from one campaign to another. Users can directly send leads from one stage in a campaign to a different campaign. Marketo gets a half point because it can direct leads to lists, which in turn feed campaigns, but not to campaigns directly. Multiple scores per lead.

Demand Generation 120

Demand Generation Lead Ranking Lead Scoring Manticore 120

Customer Experience Matrix

JANUARY 17, 2009

They offer a limited version for free (one 30 minute Webinar per month), which is worth considering if you’d like to dip your toe into this sort of thing. The next level up is $949 per month, which is rather pricey compared with $99 per month for Go To Webinar , a platform we’ve used here which does roughly the same thing.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Marketing Automation 120

Customer Experience Matrix

FEBRUARY 16, 2009

Categories for the self-evaluation seem pretty obvious: they would be the standard demand generation functions (outbound email, landing pages and forms, nurturing campaigns, lead scoring, and Salesforce.com integration), maybe a menu for less standard functions (e.g. explicitly direct leads from one campaign to another.

Work Management 120

Work Management Marketing Management Marketing Automation Services Demand Generation 120

Customer Experience Matrix

JUNE 18, 2008

Market2Lead offers the usual list of demand generation functions: outbound email, Web forms and landing pages, automated lead nurturing, integration with sales, and campaign return on investment analysis.

Market2Lead 120

Market2Lead Enterprise Management Demand Generation Agencies Demand Generation 120