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 27, 2019

SessionM/Mastercard: most CDP acquisitions have been made by companies that are not primarily marketing software vendors. Teradata: major marketing software vendors have chosen to build their own CDPs rather than buying one. But with the marketing software vendors products now finally reaching the market, that era is ending.

Enterprise Management 257

Enterprise Management Work Management Marketing Management Paid Search Agency 257

Customer Experience Matrix

JULY 25, 2009

Summary: Consumer-oriented marketing automation systems have been slower to adopt the Software-as-a-Service model than business marketing (demand generation) systems. Software-as-a-Service (SaaS) is now the standard model for business-to-business marketing automation (a.k.a. demand generation) systems.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Demand Generation Agencies 120

Customer Experience Matrix

MAY 2, 2021

The build vs buy debate has existed as long as packaged software itself. That discussion, in turn, usually leads to a recommendation that companies build software which will create unique competitive advantage and otherwise buy when a satisfactory option exists.

Work Management 292

Work Management Marketing Management Buy Ad Building 292

Customer Experience Matrix

MAY 22, 2018

Selling enterprise software packages to mid-market firms doesn’t work very well, but embedding enterprise-class micro-services would let Adobe add advanced features without asking mid-market IT managers or business users to do more than they can handle. So, at least from a business viewpoint, let’s give Adobe credit for leading the way.

Enterprise Management 120

Enterprise Management Work Management Marketing Management eCommerce 120

Customer Experience Matrix

FEBRUARY 1, 2010

The gist of the argument is that traditional direct marketing agencies, marketing automation software vendors and marketing services providers have mostly remained focused on outbound campaigns. I’ve been talking about this a lot with consulting clients but don’t think I’ve written about it at length in this blog.

Database Marketing 120

Database Marketing Paid Search Agency Demand Generation Agencies Paid Content 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. These functions, plus supporting features for database management, content management, sales system synchronization, and reporting, form a basic template for measuring demand generation software.

Active Conversion 120

Active Conversion Lead Scoring Lead Ranking Lead Management 120

Customer Experience Matrix

FEBRUARY 13, 2014

Other than Raab Associates’ own VEST report , we’ve seen surveys of active buyers from Software Advice , usage figures based on direct observation from Mintigo and Venture Beat (using Datanyze) , and another broad-based survey from Pepper Global and Holger Shulze. But more interesting is that 77% come from somewhere else.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

MARCH 6, 2016

The company made a few announcements, most notably a vastly improved email builder and tighter integration with online accounting software from Quickbooks Online and Xero. Infusionsoft’s goal is to bake as much as possible of the methodology into the software, its partner ecosystem, and prebuilt assets such as campaign plans.

Small Business Marketing 120

Small Business Marketing Work Management Marketing Management Planning 120

Customer Experience Matrix

APRIL 14, 2012

This included a full revamp of its customer interface, a new campaign builder and shopping cart, and new capabilities for Web analytics, lead scoring, and lead source reporting. Lead scoring (nicely executed), Web analytics, and lead source reporting all fill major gaps in the product.

Lead Scoring 120

Lead Scoring Lead Ranking Analytics Campaigns 120

Customer Experience Matrix

DECEMBER 16, 2018

But the nature of software products is to expand their functions. But those explanations always felt a bit contrived and ran into the fact that retail, financial, travel, and telecommunications had always been the leading industries in customer data-driven marketing.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

Customer Experience Matrix

AUGUST 23, 2012

If there’s any one lesson from all these charts, it’s that picking the “leading” vendor is no guarantee of making a good choice. (And, no, they’re not my client.) eTrigue is the other noteworthy contender; it and LeadFormix are both close to the leader quadrant based on their vendor fit.

Eloqua 120

Eloqua Act-On Marketing Automation Services Marketo 120

Customer Experience Matrix

APRIL 9, 2014

I can think of several reasons for the discrepancy: GTCR isn’t a big software company looking to fill out an existing marketing suite; Vocus sells mostly to small business, not enterprises; Vocus hasn''t created enough buzz. Salesforce.com synch is bi-directional and works with lead and contact records. Those were all added last month.

Marketing Automation Services 120

Marketing Automation Services Salesforce.com Purchase Paid Search Agency 120

Customer Experience Matrix

OCTOBER 22, 2013

The first insights come from G2 Crowd , a research firm that ranks software based on user ratings and social data. I have my doubts about comparing software this way* but users certainly know whether or not they''re happy. marketing automation effectiveness software satisfaction g2crowd demand generation' But I doubt it.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Automation Lead Ranking 120

Customer Experience Matrix

FEBRUARY 4, 2014

I suppose that’s become increasingly important as marketing automation moves beyond its original role in lead management to help attract new leads at the top of the funnel. (Do Do I get SEO credit for using “top of the funnel”?) lots of new vendors.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Top of Funnel 120

Customer Experience Matrix

APRIL 15, 2024

The good news is those extensions often involve acquiring a leading application.) As we’ve already seen, platforms are a mixed blessing for application developers: they gain access to a larger audience but risk of being undercut by a platform product extension.

Enterprise Management 136

Enterprise Management Work Management Marketing Management Marketing AI 136

Customer Experience Matrix

JULY 3, 2013

It is clearly “all-in-one” sales and marketing software for very small business, combining marketing automation, CRM, and ecommerce along the lines of Infusionsoft and Ontraport (formerly OfficeAutoPilot). lead scores are created in two ways: conventional user-created scoring rules, and automated predictive modeling.

Small Business Marketing 120

Small Business Marketing Marketing Automation Services Communities Lead Ranking 120

Customer Experience Matrix

JANUARY 27, 2021

As such, they’ll find themselves increasingly competing with general purpose data management tools from other software providers and from data management and analytics tools built into the big cloud platforms (Google Cloud, AWS, Azure). The data and decision CDPs already define CDP in terms of the same core capabilities.

Marketing Automation Services 270

Marketing Automation Services Enterprise Management Marketing Management Lead Ranking 270

Customer Experience Matrix

APRIL 30, 2015

A recent piece in TechCrunch quoted me as saying that “almost 70 percent of marketers are either unhappy or only marginally happy with their marketing automation software.” This lead to enough questions about the data that it now seems worth a blog post on the topic. You can buy it here if you’re interested.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Salesforce.com 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

MARCH 29, 2017

And from a revenue perspective, there’s no way that marketing technology companies make up half the total revenue of the software industry. It’s hard to imagine the market is really that fragmented, even allowing for expenses that are unrelated to software. In this model, those are also part of the enterprise core.

Enterprise Management 120

Enterprise Management Work Management Spending Marketing Management 120

Customer Experience Matrix

OCTOBER 27, 2008

Over the weekend I completed "Demand Generation vs. Customer Relationship Management", the third in my trio of papers explaining where demand generation systems fit into the larger world of customer management software. Like the other two, they are available at the Raab Guide to Demand Generation Systems Web site [link]. The new one is below.

Paper 120

Paper Demand CRM Marketing Automation Services 120

Customer Experience Matrix

JULY 28, 2010

The company takes a conservative approach to marketing automation, stressing the importance of process over flashy software. This fills a key gap between buying the software and hiring an actual marketing consultant. Tags: marketing software manticore technology marketing automation lead management demand generation.

Manticore 120

Manticore Marketing Automation Services Demand Generation Agencies Marketing Management 120

Customer Experience Matrix

OCTOBER 15, 2013

The great hope is that acquisitions by Oracle , Salesforce.com , Adobe , and other big software vendors finally push the industry across this classic Geoffrey Moore chasm from the beachhead niche to mainstream users, but that’s by no means certain to happen. Join me at next week’s Webinar for a roadmap to making this happen.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation BtoB 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. The system can also integrate with event management software and Google AdWords.

Marketing Automation Services 120

Marketing Automation Services Advertising Agencies Marketing Management Marketing Automation 120

Customer Experience Matrix

FEBRUARY 9, 2012

What they found “too hard” wasn’t the software, but the planning and content creation needed for serious marketing automation. That’s not a software problem. What does this mean for the software vendors themselves? If the real keys to success are marketers’ skills and processes, does it really matter what’s in the software?

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

APRIL 8, 2009

The Pedowitz Group announced this morning that it was offering $15,000 in free consulting services and guaranteeing a five-day implementation to new clients who purchase Eloqua demand generation software. This has less to do with learning the software than with knowing what works and how to apply it to their own business.

Eloqua 120

Eloqua Work Management Marketing Automation Services Marketing Management 120

Customer Experience Matrix

JULY 21, 2009

It shows how specialized software can be much better at one function than general purpose systems. Yes, it does list segmentation, emails and multi-step campaigns, but these are not the outbound email blasts or unattended lead nurturing campaigns of a conventional demand generation system. Just thought I’d point that out.

Efficiency 120

Efficiency Marketing Automation Services Work Management Marketing Management 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

JANUARY 20, 2009

Back in December, the Sales Lead Management Association and LEADTRACK published a survey on lead management practices that I haven’t previously had time to write about. The other clear message from the survey was that the main reason leads are not followed up is “not enough info”.

Work Management 120

Work Management Marketing Management Demand Generation Agencies Lead Scoring 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

SEPTEMBER 7, 2016

I can’t prove this, but I think what triggered martech hypergrowth was Software-as-a-Service (SaaS). This leads to integrated suites – marketing clouds, anyone? Martech managers can follow the natural logic of their positions, which leads to greater centralization, large multi-function systems, and increasingly frustrated marketers.

Work Management 120

Work Management Marketing Management Salesforce.com Vendors 120

Customer Experience Matrix

SEPTEMBER 1, 2010

Neolane “ Making the Business Case for Enterprise Marketing Software ”. The Heart of Growing Conversion Rates," 2008): Best in Class Average % higher Inquires to Marketing Qualified Leads (MQLs) nearly 10% 3.9% Since this is a question that comes up pretty often, I figured I’d share some of the more useful results.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Marketing Automation Marketing Qualified Leads 120

Customer Experience Matrix

AUGUST 5, 2014

In fact, if you count lead scoring and content testing as part of analytics, seven of the dozen items fell into that category. marketing analytics marketing automation marketing automation priorities marketing software trends Raab VEST report' It’s a great cliché and all, but I am not a farm boy.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Marketing Report 120

Customer Experience Matrix

AUGUST 12, 2010

This cost includes not just the software, but also the time spent to learn and operate the system, to develop new campaigns, and to design new business processes. That is, it captures and tracks leads but doesn’t do sophisticated lead nurturing. For that reason alone, it’s worth watching.

Work Management 120

Work Management Marketing Automation Services Marketing Management Loopfuse 120

Customer Experience Matrix

DECEMBER 3, 2008

For example, its approach to revenue reporting is no better than average: the system imports revenue from the sales automation opportunity records, and then assigns it to the first campaign of the associated lead. This is a common approach, but quite simplistic. It recently signed its 100th client.

Demand Generation 120

Demand Generation Enterprise Management Small Business Marketing Pricing 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