Customer Experience Matrix

APRIL 2, 2015

Several presenters diagrammed the actual marketing systems in place at their companies. A panel with Oracle , Salesforce.com and Marketo , where incisive questions from Chief Martech Himself Scott Brinker highlighted the different philosophies underlying each vendor’s marketing cloud and how few companies really deploy any cloud in full. -

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

DECEMBER 28, 2010

Summary: Yesterday's post described the objectives of my product fit scores for B2B marketing automation vendors and how I set up the original weighting for individual elements. I decided I could base this on the features each set of vendors provided. A higher average means that more vendors provide the feature.

Marketing Automation Services 120

Marketing Automation Services Vendors Marketing Automation Automation 120

Customer Experience Matrix

NOVEMBER 18, 2011

Many marketing automation vendors have added mobile interfaces for the marketers and salespeople who work with them. Third party developers will probably pioneer these capabilities, so look for marketing automation vendors who are good at integrating with outsiders and, eventually, have the money to acquire their technology.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Paid Search Agency 120

Customer Experience Matrix

AUGUST 2, 2012

The table below presents clients, employees, and clients-per-employee ratios. Since we do have revenue figures for the top four vendors, we can also look at their revenue per employee. Eloqua is the only company in this group with published financial statements, so any profitability analysis has to be speculative.

Marketing Automation Services 120

Marketing Automation Services Vendors Comparison Marketing Automation 120

Customer Experience Matrix

JUNE 27, 2021

It’s done by IT under “build” and “low-code” approaches, by the users themselves under “no-code”, and by the software vendor under “buy”. But it’s distinctly separate in “no-code” and “low-code”, since it’s purchased from the software vendor rather than built by either users or IT. We can ignore that for present purposes.)

Work Management 296

Work Management Marketing Management Buy Ad Building 296

Customer Experience Matrix

AUGUST 20, 2012

Indeed, with 208 data points on 22 vendors, there’s so much data that it’s a challenge to make sense of it. Since we only added one new vendor for this edition and kept all the old ones, the vendor base itself is largely stable. Items with the greatest change in average score are the ones that vendors are adapting most rapidly.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Marketing Report 120

Customer Experience Matrix

DECEMBER 16, 2018

It took some time for the vendors to realize that the database itself was ultimately more valuable than any one application, because the database was more central to their clients’ needs. But a more realistic explanation is that clients are always asking for new features and vendors are eager to oblige.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

Customer Experience Matrix

NOVEMBER 3, 2018

I’ve presented three different types of CDPs but hope the differences in what they do and which you’d want are fairly clear.** Many email vendors have done this and it’s increasingly common among Web personalization and mobile app marketing products. In most cases, these vendors now deliver across multiple channels.

Marketing Automation Services 325

Marketing Automation Services Work Management Marketing Management Multi-Channel 325

Customer Experience Matrix

JUNE 2, 2009

Summary: marketing vendors offer several types of social media applications. CRM vendor RightNow offers something similar under the label of Cloud Links. - InsideView is already integrated with major CRM vendors and with the Marketbright demand generation system. Social media is this month’s Trend of the Year.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Marketing Management 120

Customer Experience Matrix

MARCH 26, 2009

Naturally, the vendors showing them to me have all thought very carefully about their designs and made the best choices they could, typically based on feedback from their customers. There are two basic approaches to this: use a flow chart, or present a list of steps. If you read this blog regularly (and who doesn't?),

Enterprise Management 120

Enterprise Management Marketing Automation Services Work Management Marketing Management 120

Customer Experience Matrix

NOVEMBER 18, 2009

One of the audience members at the B2B Marketing University in Boston asked about demand generation systems for small businesses, and how to distinguish among the vendors in general. My brief answer was that the biggest difference was less functionality than the target markets the different vendors pursue.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Demand Generation Agencies Demand Generation 120

Customer Experience Matrix

JULY 28, 2010

Manticore launched its B2B marketing automation system in 2003, making it one of the older vendors in the industry. And the company will continue to stress its traditional message of ease of use – although at this point, most other demand generation vendors make a similar claim. First some background.

Manticore 120

Manticore Marketing Automation Services Demand Generation Agencies Marketing Management 120

Customer Experience Matrix

MARCH 4, 2018

The Customer Data Platform Institute will be launching its European branch later this month with a series of presentations in London, Amsterdam and Hamburg. market) is why so many European vendors have relocated to the U.S. That’s good news for CDP vendors, since GDPR has emerged as one of the primary use cases.

Work Management 212

Work Management Marketing Management Allocation Paid Search Agency 212

Customer Experience Matrix

SEPTEMBER 28, 2017

I escaped from my cave this week to present at two conferences: the first-ever “Customer Data Platform Summit” hosted by AgilOne in Los Angeles, preceding Shop.org, and the Technology for Marketing conference in London, where BlueVenn sponsored me. There were some interesting developments. There were some interesting developments.

Multi-Touch Attribution 136

Multi-Touch Attribution Marketing AI Work Management Marketing Management 136

Customer Experience Matrix

FEBRUARY 13, 2020

You’re likely aware that some analysts and CDP vendors disagree with the CDP Institute definition, arguing a CDP should include analytics and experience orchestration. This is wrinkle that wouldn’t be present in a CDP that provided ingestion, profile creation, and access as part of one system.

Enterprise Management 286

Enterprise Management Marketing Management Ideal Customer Profiles Profiling 286

Customer Experience Matrix

FEBRUARY 7, 2016

I’ve seen a lot of attribution vendors recently. Quick searches for "attribution" on G2 Crowd and TrustRadius turned up lists of 29 and 17 vendors, respectively – neither including Brightfunnel or Claritix, incidentally. This question disqualified a few vendors that look only at online interactions.

Marketing Attribution 120

Marketing Attribution Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

OCTOBER 7, 2017

I gave my presentation on Self-Driving Marketing Campaigns at the MarTech conference last week. These vendors are still working with campaigns, not individual-level journey orchestration. There are a handful of attribution vendors who do use data-driven approaches, usually referred to as “algorithmic”.

Marketing AI 168

Marketing AI Work Management Marketing Management Marketing Analytics Tools 168

Customer Experience Matrix

MARCH 24, 2016

Attendees I spoke with were uniformly pleased with the quality of the presentations. I did feel the exhibit hall was more crowded than optimal, although some vendors seemed to like being able to grab attendees as they walked by. We could have a speech recognition vendor listen to the presentations and score them for buzzword bingo.

Conference 120

Conference Marketing Automation Services Peer-to-peer Vendors 120

Customer Experience Matrix

AUGUST 21, 2014

Conference chair Scott Brinker assembled an all-star cast of presenters and, more important, a finely balanced mix of topics from industry trends to practical issues of planning, hiring, organization, and technology choices. (I I got home late last night from the inaugural two-day MarTech conference in Boston, which was simply terrific.

Conference 120

Conference Planning Vendors Gartner 120

Customer Experience Matrix

JULY 30, 2013

Raab Associates officially released the new edition of our B2B Marketing Automation Vendor Selection Tool (VEST) yesterday. This is our flagship report on the industry, with nearly 200 data points on 23 vendors and separate ratings for micro-business, small to mid-size companies, and enterprise marketing departments.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Acquisitions 120

Customer Experience Matrix

JUNE 3, 2017

Compared with these vendors, SessionM’s loyalty features are probably its most unusual feature. At present, users have to control this manually through campaign and message rules. The system can generate presentation-ready messages or send data elements for the delivery system to transform into the published format.

Loyalty 120

Loyalty Enterprise Management Ideal Customer Profiles Work Management 120

Customer Experience Matrix

JULY 3, 2014

Today''s email vendors face an interesting business challenge. This puts vendor at the center of the marketing operations, helping them to retain clients and charge higher fees. The key to all this is the one unfamiliar phrase on the previous list: “present tense marketing”. On the whole, I’d say it does.

Work Management 120

Work Management Marketing Management Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

AUGUST 23, 2012

Today I’ll present the third and (mercifully?) Act-On’s position on top of the product fit range is a bit misleading: when you look at the components of that score (see below; this comparison chart is another VEST feature), the vendors are all very close. This isn’t at all to say that the products are equivalent.

Eloqua 120

Eloqua Act-On Marketing Automation Services Marketo 120

Customer Experience Matrix

SEPTEMBER 30, 2016

I’ve spent a lot of time recently talking to Customer Data Platform vendors, or companies that looked like they might be. It can work with data from multiple sources, relying on partner vendors such as SnapLogic and MuleSoft for data acquisition and Tamr , Alteryx , and Trifacta for data preparation.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 120

Customer Experience Matrix

NOVEMBER 14, 2016

Maybe it's me, but the show seemed to lack some of its usual self-congratulatory excitement: for example, CEO Brian Halligan didn’t present the familiar company scorecard touting growth in customers and revenues. (A Both integrations were presented as first steps towards deeper relationships.

Marketing Automation Services 0

Marketing Automation Services Hubspot Conference Marketing Automation 0

Customer Experience Matrix

AUGUST 21, 2018

Facebook reinstated social monitoring vendor Crimson Hexagon despite concerns that government agencies were using it to monitor public activities. The past month alone offers plenty of news to alarm consumers: Google tracks location even after users turn off Location Sharing. Amazon’s facial recognition software falsely matched 28 U.S.

Privacy Policies 149

Privacy Policies Privacy Salesforce.com Amazon 149

Customer Experience Matrix

OCTOBER 14, 2016

As I mentioned a couple of posts back , I’ve been surveying the borders of Customer Data Platform-land recently, trying to figure out which vendors fit within the category and which do not. Naturally, there are cases where the answer isn’t clear. Datorama is one of them. But this is still not a push-button solution.

Work Management 120

Work Management Marketing Management Analytics Paid Search Agency 120

Customer Experience Matrix

JANUARY 24, 2018

I’ve been working for months to find a way to help marketers understand the differences between Customer Data Platform vendors. The final list also includes a few features that are present in all CDPs (or, more precisely, in all systems that I consider a CDP – we can’t control what vendors say about themselves). Javascript tag.

Work Management 166

Work Management Marketing Management Vendors Ideal Customer Profiles 166

Customer Experience Matrix

DECEMBER 8, 2011

So marketing automation vendors are understandably eager to support it in their systems. I recently took a quick tour of vendor sites to see what social features they’re offering. I need to stress that I’ve only credited vendors for features they list on their site. But social is clearly growing fast and has great potential.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Social Media 120

Customer Experience Matrix

JANUARY 26, 2011

The good news is, my new B2B Marketing Automation report (more formally: the Vendor Selection Tool, or VEST) is now available. To recap a bit, the new report is based on a survey of 18 vendors, who answered nearly 200 questions about their products and companies. The final result was three sets of scores for each vendor.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Report Marketing Management 120

Customer Experience Matrix

JUNE 28, 2015

Individual blocks can also be marked with the logo of a specific vendor although this has no effect on the game play. Remaining players are given one point for each group that is present in their stack. On the other hand, this seems the perfect thing to have at a vendor booth. Player with the most points wins.

Rules 120

Rules Conference Vendors Internet Marketing 120

Customer Experience Matrix

NOVEMBER 7, 2011

The immediate result is you can’t factor those items into your vendor evaluation. Formal, written requirements provide a framework to prioritize your needs, explore them with vendors, and make a complete, consistent assessment of what you learn. Let the Vendor Drive. Lack of Purpose. Talk Only to Leaders. Work Without Experts.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Vendors 120

Customer Experience Matrix

JUNE 13, 2016

But most vendors serving the ABM space have taken a much narrower approach, either in providing data about accounts, managing campaigns against externally-built account lists, or providing account-level metrics such as coverage, engagement, and funnel velocity. Now things start get interesting.

Account Based Marketing 120

Account Based Marketing Marketing Automation Services Work Management Buy 120

Customer Experience Matrix

AUGUST 8, 2015

Search queries are an obvious indicator of intent, but search engine vendors don’t sell lists based on query terms because they’d rather sell you ads based on those terms. But I’m including it here because so many retargeting vendors describe their products in terms of intent. The second format is lists of email addresses.

Intent Data 120

Intent Data Intent Bombora Top of Funnel 120

Customer Experience Matrix

JULY 25, 2014

But Oracle presented it in terms that make clear it sees a new, central role for data in the marketing technology stack – a view I share wholeheartedly. Among other things, the Oracle product will set a benchmark for pricing of similar services by other vendors.

Marketing Management 120

Marketing Management Linkedin Buy Privacy Policies 120

Customer Experience Matrix

SEPTEMBER 19, 2016

I delivered my presentation on the history of marketing technology last week at the Optimove CONNECT conference in Tel Aviv. It’s really difficult to retrofit old systems with new technologies, which is one reason vendors like Oracle and IBM keep buying new companies to supplement current products.

Marketing Management 0

Marketing Management Telemarketing Paid Search Agency Television marketing 0

Customer Experience Matrix

NOVEMBER 30, 2011

The workbook lays out the types of integration, types of issues to consider, how to understand your needs, and how to assess vendor capabilities. I won’t be presenting but you'll get great information and a copy of the new workbook. It then gives ten pages of checklists with specific features to consider.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation CRM Features 120