Customer Experience Matrix

JANUARY 3, 2021

Still closer to home for marketers, we’ve seen a new appreciation for the importance of customer experience, specifically extending past advertising to include product, delivery, service and support. Software plays a critical role but it’s a supporting actor in a drama where the excitement is in the streets.

Work Management 248

Work Management Marketing Management Software Paid Search Agency 248

Customer Experience Matrix

OCTOBER 15, 2015

Everstring announced a $65 million funding round and new ad targeting product on Tuesday. (It But the new product is what’s really intriguing. But the new Everstring product isn’t the usual sharing of a prospect list with an ad platform, as in display retargeting, Facebook Custom Audiences , or LinkedIn Lead Accelerator.

Marketing Management 120

Marketing Management Paid Search Agency Lead Ranking Ad Exchange 120

Customer Experience Matrix

JUNE 11, 2015

Highspot mostly does what you’d expect from this sort of system: it lets users load content and sales people, tracks who sends which content to which prospects, and reports on results. Users can set up collections (called “spots”) of materials for a particular product, sales team, funnel stage, region, or any other purpose.

Top of Funnel 120

Top of Funnel Salesforce.com Advertising Funnels Advertising Agencies 120

Customer Experience Matrix

MARCH 16, 2016

It currently offers two products: Prospect IQ to find new prospects and Conversion IQ to market to names already in the client's database. Both products start by uploading a training set of target accounts or closed and won opportunities and contacts from CRM. What does Mariana do with this information?

Ad Building 120

Ad Building Work Management Ideal Customer Profiles Marketing Management 120

Customer Experience Matrix

JUNE 13, 2016

This is fascinating since Microsoft intersects with LinkedIn in several areas: Dynamics CRM software, Office productivity software, and Bing online advertising. The prospect of seamlessly integrating third party data with a company’s own sales and marketing products is intriguing, although neither Salesforce nor Oracle has done much with it.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Linkedin 120

Customer Experience Matrix

AUGUST 8, 2015

It’s data that tells you an addressable individual is interested in your product. So most third-party intent data is based on visits to Web pages whose content attracts prospective buyers of specific products. But I’m including it here because so many retargeting vendors describe their products in terms of intent.

Intent Data 120

Intent Data Intent Bombora Top of Funnel 120

Customer Experience Matrix

JANUARY 20, 2016

But while the promise of intent data is irresistible – “reach prospects with demonstrated interest in your product!” – the reality is less appealing. B22B lead generation vendor True Influence today announced a new product to help fill these gaps. So, what distinguishes InsightBASE from other intent-based products?

Intent Data 120

Intent Data Intent Lead Ranking Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 6, 2014

Both of the acquired vendors had bright prospects at one time but fell by the wayside. Genius and LoopFuse were both good products run by smart people backed by venture funding (a lot for Genius, a little for LoopFuse). Obviously it needs to be a product that’s easy to learn and use, so training and support costs are kept at a minimum.

Loopfuse 120

Loopfuse Marketing Automation Services Banners Vendors 120

Customer Experience Matrix

OCTOBER 7, 2017

In other words, the manager robot needs a way to choose what the specialist robots will work on so they are doing the most productive tasks. For example, if good buyers naturally visit your Web site while poor prospects do not, then the Web site isn’t really “causing” people to buy more.

Marketing AI 168

Marketing AI Work Management Marketing Management Marketing Analytics Tools 168

Customer Experience Matrix

MARCH 6, 2016

Some companies serving small business have indeed reached multi-million client counts (see table), but their products cost much less and are essential for basic operations.** Infusionsoft’s challenge is to convince a large fraction* small business owners that their product is also essential. million $1.6 So it's worth a look.

Small Business Marketing 120

Small Business Marketing Work Management Marketing Management Planning 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. Marketers pay $1 per name for prospects.

Marketing Automation Services 120

Marketing Automation Services Advertising Agencies Marketing Management Marketing Automation 120

Customer Experience Matrix

MAY 24, 2016

Customers who haven’t bought yet (okay, they’re really prospects) still have some intention when interacting with us – presumably to learn something about our company or products so they can decide whether they want to do business. And we’ll need to use every scrap of information as fully as possible to deliver as much value as we can.

Mobile Marketing 136

Mobile Marketing Conference CRM Mobile Advertising 136

Customer Experience Matrix

FEBRUARY 21, 2014

Equally helpful to me personally, it reinforced my intention to write about Bizo and DemandBase, both of which have recently briefed me on their latest product extensions. This is a major extension beyond traditional marketing automation, which works mostly through email to known prospects. Let’s start with DemandBase.

DemandBase 120

DemandBase Advertising Agencies Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

FEBRUARY 13, 2014

Mintigo’s technology scans the Internet for things like job listings and Javascript tags and infers from those which products are used at every company it finds. Software Advice does show the number of prospective buyers by industry: not surprisingly, tech is still the most common industry among new buyers.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

AUGUST 29, 2013

But if you’re a marketer needing to identify and score B2B prospects, you’d still want to give them a look. Most clients have multiple profiles for different products or customer segments. LeadSpace provides both prospect lists (i.e., new names) as well as data enhancement (i.e., information on names provided by the client).

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Ideal Customer Profiles 120

Customer Experience Matrix

JUNE 9, 2009

Summary: Marketo's new Sales Insight ranks prospects for sales people, based on recent Web and email activities. Marketo today officially launched “Sales Insight”, an application that makes prospect activity history directly available to sales people from within Salesforce.com. There are some subtle differences.

Marketo 120

Marketo Work Management Marketing Automation Services Eloqua 120

Customer Experience Matrix

APRIL 17, 2015

This was a common limitation among early B2B marketing automation products but many have removed it over the years. While this one change won’t magically make Marketo a success in those markets, its prospects without the change were bleak.

Marketo 120

Marketo Enterprise Management Mobile Advertising Salesforce.com 120

Customer Experience Matrix

FEBRUARY 18, 2016

The uses for this information are obvious, including helping marketers to understand which topics are most appealing and giving salespeople insight into the interests of individual prospects. Captora is focused on paid and organic search marketing, so it can’t pick which ads to display to which prospects.

Conference 120

Conference Marketing Automation Services Content Customer Satisfaction 120

Customer Experience Matrix

APRIL 1, 2009

That’s somewhat entertaining and can be useful to salespeople who might notice and reach out to current clients or prospects. Their new product, DemandBase Professional, is another matter. The company only charges for incremental prospect names, so you pay don't again if someone visits your Web site twice.

DemandBase 120

DemandBase Lead Ranking Lead Scoring Jigsaw 120

Customer Experience Matrix

JANUARY 19, 2016

So when I saw that OneSpot calls its product a “content sequencing engine” you can bet they had my attention. Customers and prospects are identified through Web cookies, hashed (anonymized) email addresses linked to cookies, and third party services for device targeting. OneSpot continues to extend its technology.

Automation 120

Automation Classified Ads Paid Search Agency Multi-Channel 120

Customer Experience Matrix

APRIL 3, 2013

Reachforce’s core business is assembling data on marketing prospects, which it then sells for as many uses as possible: appending to Web leads, enhancing existing databases, and buying as lists. The two products will be combined in what ReachForce calls the “Connected Marketing Data Hub”. Everybody wins!

Reachforce 120

Reachforce Buy Marketing Management B2B Marketing 120

Customer Experience Matrix

AUGUST 26, 2010

Summary: DataMentors has launched a low-cost marketing database product with limited functionality. The new product, DataPoint, is a limited version of the company’s flagship PinPoint system. Warm up the eight track and fluff out my mullet, modern marketing automation products don’t have those types of limits. Fifty fields?

Work Management 120

Work Management Marketing Automation Services Marketing Management Cost 120

Customer Experience Matrix

AUGUST 27, 2015

This requires integration of predictive analytics within the ABM product, not just using predictive before ABM begins. So it's something to specifically ask prospective vendors about if you think you'll want it. I expect LinkedIn will use Fliptop's capabilities in these ways among others.

Account Based Marketing 120

Account Based Marketing Work Management Analytics Linkedin 120

Customer Experience Matrix

MARCH 4, 2014

My post last month on DemandBase and Bizo ’s products to target Web display ads at individual businesses resulted in a call from Vendemore , a Stockholm, Sweden-based firm that has been providing similar services for seven and a half years. It provides more global coverage than U.S.-centric centric DemandBase and Bizo.

Top of Funnel 120

Top of Funnel Advertising Funnels Paid Search Agency Display 120

Customer Experience Matrix

JANUARY 7, 2010

But the real excitement will be features that expand the scope of demand generation products to support inbound marketing, better measurement, and more efficient content creation. me-too products. 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

FEBRUARY 27, 2013

Of course, it’s still possible that someone would purchase the company instead, but the asking price is probably too high, and the prospect of an IPO just made it higher. This is pretty much consistent with a presentation last week by Oracle CEO Mark Hurd, along with Payne and Oracle EVP for Product Development Thomas Kuria.

Eloqua 120

Eloqua Marketo Marketing Automation Services Marketing Management 120

Customer Experience Matrix

JUNE 27, 2014

Fliptop wasn’t on my original list of CDPs, having launched its relevant product just after the initial CDP report was published. Clients can build separate models for different products or segments and receive a score for each model. At present, Fliptop only sends scores to other systems.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Reachforce 120

Customer Experience Matrix

FEBRUARY 24, 2009

release of his flagship product, scheduled for March 3. In Fernandez’ view, this reflects a fundamental philosophical difference from his competitors: Marketo sees marketing as reacting to prospect-initiated behaviors, not executing company-driven interaction paths. The changes that Fernandez described seemed good but subtle.

Marketo 120

Marketo Marketing Automation Services Marketing Management Vtrenz 120

Customer Experience Matrix

SEPTEMBER 17, 2009

The press release is frustratingly vague (“With the ability to engage socially active customers and prospects in their preferred networks, marketers can link that knowledge to relevant communications that ignite conversations on behalf of the brand.”) But, on talking to the company, it turns out there is a pretty interesting product here.

Social Media 120

Social Media Segmentation Marketing Management Media 120

Customer Experience Matrix

APRIL 15, 2015

The company made two major product announcements, expanding the reach of Marketo campaigns into mobile apps and display ad retargeting. Some products sell mostly to smaller companies, some to companies with many different products, some to customers who want new prospect names, some who want to incorporate external behaviors, and so on.

Lead Ranking 120

Lead Ranking Marketing Automation Services Marketo Marketing Automation 120

Customer Experience Matrix

JANUARY 15, 2010

Its concept of "Meaning Based Marketing" comes quite close to my idea of "content grazing" as a way to reduce marketing complexity while delivering the right content to each customer or prospect. The Autonomy brief has a slightly different scope from my own concept, perhaps because it’s tailored to fit the Autonomy product portfolio.

Multivariate analysis 120

Multivariate analysis Enterprise Management Automation Work Management 120

Customer Experience Matrix

DECEMBER 20, 2012

Oracle does have an existing B2B marketing automation product, based on the technology it acquired from Market2Lead in 2010. Oracle may also be gaining a more sophisticated “cloud native” platform, since other Oracle products grew largely from on-premise roots.** The jury on that is very much still out. We’ll see how they handle it.

Eloqua 120

Eloqua Marketing Automation Services Enterprise Management Marketing Automation 120

Customer Experience Matrix

SEPTEMBER 7, 2010

LeadPAC lets marketers order prospect lists based on segmentation criteria such as title, industry and company size. If you're aware of a similar product, please let me know. The prospects come through LeadPAC’s partnerships with major consumer and business list vendors. 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 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. This is why Callidus is a good buyer.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

JULY 8, 2009

Note: after I posted this, it was pointed out to me that the bulk of traffic on several sites relates to customer log-ins rather than marketing prospects. Silverpop's figures may also be inflated by its consumer email production business. Results are in the following table. For example, Alexa says that 89.4%

Marketing Automation Services 120

Marketing Automation Services Marketing Management Demand Generation Vendors 120

Customer Experience Matrix

AUGUST 22, 2013

Features will probably converge as vendors extend their products to attract more clients. It also differs in one very obvious way: it returns only scores, while competitors return both scores and enhanced profiles on individual prospects. But right now the groups are quite distinct.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Ideal Customer Profiles 120

Customer Experience Matrix

JUNE 30, 2010

The critical constraint is that volume is limited to 2,500 prospect names, 5,000 emails and 100,000 page views per month. The entry point of $350 per month (for up to 10,000 prospects with unlimited emails and page views) is much lower than the $1,000 to $2,000 starting price of most full-function marketing automation systems.

Loopfuse 120

Loopfuse Marketing Automation Services Enterprise Management Marketing Management 120