Customer Experience Matrix

DECEMBER 13, 2020

but there’s no doubt that many workers become more productive when they can automate processes without relying on IT professionals. Bear in mind that live events are often the most important new business source for B2B marketers, so major changes in how they work will ramify throughout the marketing and sales process.

Marketing AI 367

Marketing AI Privacy Peer-to-peer Amazon 367

Customer Experience Matrix

MAY 8, 2014

Brent Adamson of the CEB presented the Challenger Sales and Marketing models, which have been around for a few years now but still impress me. Buying processes differ with market maturity. This elevates the role of sales people and means they should be engaged earlier in the buying process. Definitely worth the trip.

Conference 120

Conference B2B B2B Sales Planning 120

Customer Experience Matrix

JUNE 2, 2018

This in turn makes possible things like micro-payments, which aren’t feasible if the cost of processing each transaction is too high, and public inspection of data, which again isn’t feasible if you need to control access for security reasons. Here we’ll accept another dubious assumption, that the blockchain processing is essentially free.

Marketing Management 120

Marketing Management Marketing Proposals Ad Exchange Copyright 120

Customer Experience Matrix

MARCH 12, 2017

When I was recently writing a paper for B2B CDP CaliberMind , they listed sales and customer success teams along with marketing as likely buyers of their product. CDPs built to support sales or customer success teams would probably look a bit different, even if they used the same underlying technology. Departmental buyers.

Enterprise Management 184

Enterprise Management Work Management Ideal Customer Profiles Marketing Management 184

Customer Experience Matrix

MARCH 7, 2014

I speak with particular authority here, since Ontraport is the marketing automation system of record at Raab Associates – in part because they give me a free account, but mostly because it has the particular mix of email, Web forms, order processing, automation, and WordPress integration that suits my needs and have provided great customer support.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Work Management Marketing Management 120

Customer Experience Matrix

AUGUST 28, 2014

Starting at the beginning, the system imports a list of each client’s customers and sales opportunities from CRM and marketing automation systems. APIs can load data from other sources, potentially including other CRM marketing automation products, Web logs, order processing, call centers, media impressions, and pretty much anything else.

Lead Ranking 120

Lead Ranking Activities Lead Scoring Marketing Automation Services 120

Customer Experience Matrix

JULY 10, 2012

Of course, stages make perfect intuitive sense, and they’re ultimately based on the AIDA (Awareness, Interest, Desire, Action) model of the sales process that has been around for more than 100 years.* But I suspect the process was always more chaotic than marketers cared to admit. No, I don’t have any evidence for this either.

Top of Funnel 120

Top of Funnel Marketing Funnels AIDA Lead Ranking 120

Customer Experience Matrix

AUGUST 22, 2016

Last week’s posts introduced our new Raab Guide to ABM Vendors ( buy it here ) and introduced a framework four process ABM steps, six system functions, and six key sub-functions. Internal data is most important later in the sales cycle, when prospects and customers are interacting with the company directly.

Enterprise Management 120

Enterprise Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

DECEMBER 16, 2018

Companies with quick, simple transactions have more data points and simpler purchase processes than companies with fewer, longer running, more complicated transactions. Yet buyers have no choice but to be thorough in their evaluation processes: at most companies today, a proper CDP is a foundation for business success.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

Customer Experience Matrix

MARCH 18, 2018

Often this can still be quite simple, such as a change in Web site personalization (involving just one channel for both source and delivery), an event-triggered email, or a prioritized contact list for sales teams. How much organizational change will be needed?

Ideal Customer Profiles 136

Ideal Customer Profiles Barriers Analysis Trigger Marketing 136

Customer Experience Matrix

JUNE 13, 2016

When I first starting thinking about Account Based Marketing, I assumed that an ABM system would let marketers replicate at scale how sales teams manage key accounts: that is, to analyze each account in depth, set goals specific to that account, and then execute against those goals. Then I saw ZenIQ.

Account Based Marketing 120

Account Based Marketing Marketing Automation Services Work Management Buy 120

Customer Experience Matrix

MARCH 23, 2011

Indeed, you could sniff that Infusionsoft is only now adding campaigns, in the sense of a container to link separate process flows. In fact, the company’s research has found that nearly half its clients do almost no email, using the system instead primarily for sales automation and service.

Work Management 120

Work Management Marketing Automation Services Marketing Management Marketing & Strategy 120

Customer Experience Matrix

AUGUST 22, 2013

The most typical application is deciding which leads should go to sales, be further nurtured by marketing automation, or discarded entirely. Its reasoning is that scores provide the major value from its system and profiles would detract from them – perhaps because sales people might ignore them scores in favor of profile data.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Ideal Customer Profiles 120

Customer Experience Matrix

OCTOBER 12, 2009

Summary: marketing performance measurement can start with simple response tracking, and grow in stages to show business impact, track the buying process, optimize results and demonstrate strategic alignment. Each stage adds new data, systems, measures and processes. At a minimum, this requires linking marketing leads to closed sales.

Lead Ranking 120

Lead Ranking Planning Lead Scoring Paid Search Agency 120

Customer Experience Matrix

APRIL 12, 2011

A disciplined selection process is essential to make a sound selection. Then define how you’ll use the system to meet these goals, being as specific as you can about the actual processes involved. Be sure that some scenarios describe your more complicated processes, since these are most likely to highlight differences among systems.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

APRIL 13, 2011

Yesterday' post described the first three steps in Raab Associates' vendor selection process: defining requirements, researching options, and testing vendors against scenarios. Make A Decision Don’t let the selection process drag on. Document and improve internal marketing processes. How many programs do you run each month?

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

OCTOBER 24, 2014

I meant both that predictive models guide decisions at every stage in many marketing programs, and that models are used throughout the organization by marketing, sales, and service. Because it knows what to expect, the system can easily load customer data and sales results from those systems. User interface is a second differentiator.

Lead Ranking 120

Lead Ranking Lead Scoring Automation Salesforce.com 120

Customer Experience Matrix

JULY 3, 2018

The company grew to do all sorts of list processing, to manage custom marketing databases, to do identity resolution and to provide data enhancements for marketing lists. Indeed, Interpublic’s own discussion of the deal ( click here to download ) makes several references to data sales as an incremental revenue stream.

Work Management 120

Work Management Marketing Management Paid Search Agency Advertising Agencies 120

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). Entry can trigger an email, assignment to a drip campaign, or sales agent notification. So far pretty normal.

Small Business Marketing 120

Small Business Marketing Marketing Automation Services Communities Lead Ranking 120

Customer Experience Matrix

SEPTEMBER 18, 2011

His book starts with a review of changes in the B2B buying process and the new demands these place on B2B marketers. This is the concept of “Demand Process Integration”, which he calls a framework to connect content management with lead management so they reinforce each other. The discussion then switches to tactics.

Demand Generation Agencies 120

Demand Generation Agencies Demand Peer-to-peer Work Management 120

Customer Experience Matrix

JULY 1, 2012

I wrote last week about the difficulty of linking marketing leads to sales results. The practical use of lead scoring is to decide which leads to pass from marketing automation to sales, or, even more pragmatically, to predict which leads will be accepted by sales.*

Lead Ranking 120

Lead Ranking Lead Scoring Sales Qualified Leads Budget Programs 120

Customer Experience Matrix

OCTOBER 29, 2015

It’s primarily used to set up data processing flows for data cleaning, matching, and lead routing. Most are marketing and sales operations staff supporting Salesforce.com and Marketo who use Openprise to supplement the limited data management capabilities native to those systems. Openprise falls roughly into this second category.

Work Management 120

Work Management Marketing Management Marketing Automation Services Lead Ranking 120

Customer Experience Matrix

AUGUST 8, 2015

So behavior that isn’t gathered and processed quickly may be obsolete by the time it reaches the marketer. It’s tempting just treat intent-based lists as sales leads. Similarly, retargeting ads can be used to make hard sales offers or to more gently present brand messages and name-capturing content. How complete is it?

Intent Data 120

Intent Data Intent Bombora Top of Funnel 120

Customer Experience Matrix

NOVEMBER 16, 2011

Remember all that yammering about how today’s buyers do their own research, don’t talk to sales until late in the process, and get their information from social media rather than experts? So the carefully structured, professionally managed selection process is a thing of the past. Today’s marketers buy that way too.

Work Management 120

Work Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

SEPTEMBER 1, 2010

150% MQLs to Sales Accepted Leads (SALs) nearly 75% 58% 29% SALs to Sales Qualified Leads (SQLs) nearly 61% 49% 24% SQLs to Closed Business 31% 23% 35% Incidentally, SiriusDecisions reported newer but very similar figures in the recent Neolane-sponsored Webinar 'Making the Business Case for Marketing Automation'.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Marketing Automation Marketing Qualified Leads 120

Customer Experience Matrix

FEBRUARY 21, 2016

Looking at other business functions relevant to marketing, the study sees most types of creative jobs as relatively safe and most types of sales jobs at risk. I can think of a few approaches I can easily out-argue, such as random experimentation or buying new technology without addressing organizational and process issues.

Studies 120

Studies Marketing Management Planning Marketing Proposals 120

Customer Experience Matrix

AUGUST 16, 2011

Each method has advantages: - separate systems can present specialized marketing functions without getting in the way of sales activities. separate systems can use database designs optimized to process the entire database at once, instead of the one-record-at-a-time transactional processing needed for sales and service interactions.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Automation 120

Customer Experience Matrix

OCTOBER 4, 2016

It can then use the information to predict future purchases and guide marketing and sales messages. There’s also a liberal sprinkling of artificial intelligence throughout DemandGraph, used mostly in Spiderbook’s processing of unstructured Web data but also in some of the predictive functions.

DemandBase 166

DemandBase Ideal Customer Profiles Marketing Management Cross-Selling 166

Customer Experience Matrix

FEBRUARY 9, 2012

Marketing automation gurus have long argued that companies need to define their processes in advance of deploying a new system. So it only makes sense to sell marketing automation to companies without adequate processes, content, and other resources if those companies understand they’ll need to add those resources later.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

JUNE 27, 2014

When it gets a new client, it loads that company’s own customer list and sales from its CRM system, finds those companies and individuals in the Fliptop database, enhances their records with Fliptop data, and uses the combined information to build a predictive model that identifies the likelihood of someone making a purchase.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Reachforce 120

Customer Experience Matrix

AUGUST 25, 2016

Our tour of sub-functions from the Raab Guide to ABM Vendors has now reached Execution. Differentiators include: channels supported (display advertising, social advertising, CRM, marketing automation, email, direct mail, telemarketing, text, mobile apps, content syndication, etc.)

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Account Based Marketing 120

Customer Experience Matrix

JANUARY 31, 2013

But while traditional mix models look at direct correlations between advertising and sales, MMA’s current approach takes a more layered view. The main interface displays curves that represent the relationship between spending on each tactic and final sales. MMA was founded in 1989 and is one of the pioneers in marketing mix modeling.

Marketing Mix 120

Marketing Mix Work Management Marketing Management Allocation 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. These are advantages, not flaws, since a skilled user adds substantial value to both processes. If anything, I’m even more impressed.

Enterprise Management 120

Enterprise Management Work Management Lead Ranking Marketing Management 120

Customer Experience Matrix

JANUARY 5, 2012

More specifically, the wall represents the effort of a traditional best-practice approach, which requires reviewing all marketing processes, designing new programs, creating new content, and working out alignment with sales. Incremental deployment: Break the deployment process into small, manageable stages.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Work Management Automation 120

Customer Experience Matrix

MARCH 4, 2014

This allows marketers to send different contents to companies as the marketing automation system tracks them through different stages of the buying process. Vendemore CEO Christopher Engman says the system is used primarily to reach people at firms which have already begun a buying process. But that’s not quite right.

Top of Funnel 120

Top of Funnel Advertising Funnels Paid Search Agency Display 120

Customer Experience Matrix

MARCH 14, 2013

Without giving away all the goodies, some of the more interesting things we’ll cover include: - where social and behavioral data are used in the marketing process. what all this looks like from a sales person’s viewpoint. Sales people are more likely to leave the water and have a hot dog. what to do once you capture the data.

Webinar Metrics 120

Webinar Metrics Work Management Marketing Management Social Networks 120

Customer Experience Matrix

APRIL 10, 2014

In the case of customer management, the big question is whether the marketing system should be separate from sales and service systems. Your marketing platform is not an add-on to sales technology, or a component of an IT solution. You have to decide whom the platform will serve and what functions it will include. Fair enough.

Marketo 120

Marketo Marketing Automation Services Conference Work Management 120