Customer Experience Matrix

AUGUST 29, 2013

- LeadSpace does build lead scores, something its Web site doesn’t reflect. In LeadSpace’s case, the company builds “ideal buyer profiles” that measure how similar a lead is to a sample of existing customers provided by a client. Most clients have multiple profiles for different products or customer segments.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Ideal Customer Profiles 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

FEBRUARY 21, 2014

Basically, it lets Bizo read audience segments created by Eloqua. Bizo then matches segment members to Bizo identities and delivers Web site, advertising or social messages tailored to each segment. I’ll assume the Eloqua integration is most interesting to readers of this blog.

DemandBase 120

DemandBase Advertising Agencies Marketing Automation Services Paid Search Agency 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.

Lead Scoring 120

Lead Scoring Lead Ranking Customer Surveys Sales Qualified Leads 120

Customer Experience Matrix

DECEMBER 1, 2014

Users can review the attribute list, create segments based on attributes, and analyze the attributes of each segment as a group. They can also flag existing segment members within the client’s current CRM database and import segment members who are not already in the client’s CRM (a.k.a. net new prospects”).

High Quality Lead 120

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

Customer Experience Matrix

SEPTEMBER 16, 2017

Message templates are embedded in what Vizury calls an engagement, which is associated with a segment definition and can include versions of the same message for different channels. These can be sent on a fixed schedule or be triggered when the customer enters or leaves a segment. pricing could be different.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Personalization Work Management 120

Customer Experience Matrix

JUNE 2, 2015

B2B CDPs have favored analytical applications like lead scores and churn predictions. B2C CDPs have often included campaign engines that manage triggers, query-based segmentations, and multi-step program flows in addition to predictive models. Segments are also built using forms to define one or more filters.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Multi-Channel SMS 120

Customer Experience Matrix

OCTOBER 29, 2015

Other data collection specialists include Segment.com , Aginity , Umbel , Lytics , NGData , and Woopra , although some of these do supplement database building with predictive model scores, segmentation, and/or event-based triggers. It’s primarily used to set up data processing flows for data cleaning, matching, and lead routing.

Work Management 120

Work Management Marketing Management Marketing Automation Services Lead Ranking 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. But, unlike data exchanges such as Zapier or Segment , Hull also keeps its own copy of the data. Those can be used along with other data to create triggers and define segments within Hull.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 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

SEPTEMBER 1, 2009

The key to Net-Results’ approach is to build everything around segments. 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.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Small Business Marketing Marketing Automation Services 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.,

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Marketing Automation Automation 120

Customer Experience Matrix

AUGUST 25, 2016

Of the final two, one supports measurement with advanced lead-to-account mapping (LeanData) and one attribution specialist (Bizible). Differenatiators for this group include: lead-to-account mapping to unify data corporate hierarchy mapping (headquarters/branch, parent/subsidiary, etc.)

Marketing Automation Services 120

Marketing Automation Services Account Based Marketing Vendors Differentiation 120

Customer Experience Matrix

AUGUST 3, 2010

This is critical in large organizations, where regional and product groups may be responsible for different market segments and where users will have different functional specialties and approval authorities. User roles (but not lead partitions or workspaces) are now available in Marketo’s Professional Edition as well.

Enterprise Management 120

Enterprise Management Marketo Marketing Management Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 18, 2018

It will also raise consumers' awareness of their data and their rights, which should lead to better quality customer information as consumers feel more confident that data they provide will be handled properly. These results suggest there’s a segment of privacy-focused consumers who would value a privacy-centric marketing approach.

Enterprise Management 189

Enterprise Management Work Management Marketing Management Paid Search Agency 189

Customer Experience Matrix

AUGUST 23, 2012

Our scoring reflects their need for special features for automated content selection, project management, complex lead scores, and tight control over the rights granted to individual users. The non-specialist vendors such as IBM Unica and SAS, are not included in these figures but also have significant revenue in this segment.

Eloqua 120

Eloqua Marketing Automation Services Lead Ranking Enterprise Management 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

JANUARY 5, 2011

Summary: Here are my estimates for the size of the B2B marketing automation industry, broken down by customer segments. The industry can be divided into three segments serving different types of clients: • Small business (under $20 million revenue). This segment covers a broad range of marketing users with widely varied needs.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

AUGUST 11, 2010

release attempted to do this by adding targeting capabilities, including segmentation and segment-driven personalization. Segments can be based on anonymous visitor characteristics such as referring site, search keywords and geolocation; on history captured in a registered visitor’s profile; and on attributes of the pages viewed.

Digital Asset Management 120

Digital Asset Management Enterprise Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

MAY 25, 2016

That solution, in case you missed it, links leads to accounts and makes account data available for segmentation, campaign rules, and personalization.* 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

DECEMBER 16, 2018

What this means for CDPs is that even vendors who started out simply assembling data or building databases have added applications, typically starting with analytical features such as segmentation, visualization, and predictive modeling, and then moving further towards execution with message selection and experience orchestration.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

Customer Experience Matrix

FEBRUARY 13, 2014

In fact, what was most impressive was the relative consistency of the rankings, with ead nurturing, analytics, and lead scoring at the top in both surveys, email and campaign management in the middle, and list segmentation is at the bottom. This is a pretty common question so the answers were not very surprising. million for Marketo.)

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

FEBRUARY 2, 2016

It also uses matches created elsewhere such as lead IDs used to synchronize CRM and marketing automation data or cookie IDs imported from Google Analytics. Views can show results for user-defined segments. The imported data is loaded into MongoDB, a NoSQL database that offers great flexibility and ease of deployment.

Analysis 120

Analysis Marketing Analytics Tools Marketing Automation Services Salesforce.com 120

Customer Experience Matrix

NOVEMBER 4, 2010

segmentation: users can define segments using a step-by-step query builder or by writing SQL. Contacts can enter a tactic from an assigned segment or flow from a previous tactic based on their response and a user-specified waiting period. It can also pull file segments and Salesforce.com campaign members as lists.

Salesforce.com 120

Salesforce.com Lead Scoring Lead Ranking Marketing Automation Services 120

Customer Experience Matrix

AUGUST 28, 2014

The key indicators can be very specific, such as searches for competitors’ names, visits to product detail pages, or activity by known leads. Users can define segments based on these or other attributes and export their related data to CRM, marketing automation, ad targeting, or Web personalization systems via file transfers or API calls.

Lead Ranking 120

Lead Ranking Activities Lead Scoring Marketing Automation Services 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. They can also define account segments to select accounts for playbooks or reporting. The system includes features to create and send emails, surveys, and in-app mobile messages.

Automation 120

Automation Marketing Automation Services Lead Ranking Trigger Marketing 120

Customer Experience Matrix

OCTOBER 10, 2012

I originally saw SetLogik as a tool to associate marketing leads with sales opportunities, even when they are not connected directly within Salesforce.com. This has been sadly lacking in most B2B marketing automation systems, which supplement the Salesforce.com database with barely-extensible lead profiles and contact histories.

Enterprise Management 120

Enterprise Management Work Management Lead Ranking Marketing Management 120

Customer Experience Matrix

APRIL 9, 2014

At that time, the marketing product was missing key marketing automation features including lead scoring, multi-step workflows, and integration with Salesforce.com. Salesforce.com synch is bi-directional and works with lead and contact records. Those were all added last month. But it only allows one score per customer.

Marketing Automation Services 120

Marketing Automation Services Salesforce.com Purchase Paid Search Agency 120

Customer Experience Matrix

APRIL 15, 2015

I actually found this concern a bit overwrought – there are other segments, most obviously B2B marketing automation itself, that support many dozens of similar vendors. lead scoring marketing automation marketo predictive analytics predictive marketing' By that standard, predictive analytics is still far from overcrowded.

Lead Ranking 120

Lead Ranking Marketing Automation Services Marketo Marketing Automation 120

Customer Experience Matrix

APRIL 12, 2011

In particular, match the scale and sophistication of your marketing operations to the different buyer segments used in the report. Be sure to include processes beyond what you do already: one of the reasons you’re looking at marketing automation is to expand what your department can accomplish.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

OCTOBER 2, 2013

This may lead you to wonder whether there’s anything we actually left out. Reports show selection rates by content, segment, or campaign, and can also show the most common topics published and the most commonly selected. Pricing is based on recommendation volume and starts around $60,000 per year for ten million recommendations. . •

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Enterprise Management Lead Ranking 120

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. Batch campaigns include powerful segmentation supported by a sophisticated query builder, splits and merges.

Paid Search Agency 120

Paid Search Agency Work Management Marketing Management Resource Management 120

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. It’s a little hard to review software that isn’t used by its buyers.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

DECEMBER 8, 2011

. • Importing social data: loading social data into the marketing automation database so it can be used for segmentation, analysis, and sharing with salespeople via CRM integration. This is harder than monitoring since it requires linking social identities to marketing leads and connecting to the social system’s API.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Social Media 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

OCTOBER 22, 2013

Here we see a very different story: marketing automation and lead nurturing (listed separately) are clear outliers in a bad way: among the less effective tactics and the hardest to execute. We segment reviewers that rate a product 9-10 as Promoters, 7-8 as Passives, and 0-6 as Detractors. above the diagonal line in the chart below).

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Automation Lead Scoring 120

Customer Experience Matrix

AUGUST 8, 2015

But sometimes you may only have an anonymous cookie or segment identifier that lets you reach them through only one channel and not by name. It’s tempting just treat intent-based lists as sales leads. Where does it come from? Lots of places. Behavior your company captures by itself is first-party intent data. How do you use it?

Intent Data 120

Intent Data Intent Bombora Top of Funnel 120