Trending Sources

Landscape of MarTech Vendor Directories

Customer Experience Matrix

I'm making a presentation on marketing technology selection at B2BLeadsCon in New York next week, and had thought to start with the usual Oh-My-God-There-Are-So-Many-Vendors slide to get everybody's attention. considered labeling this a "landscape of landscapes" but quickly realized that (a) it's not all that witty and (b) six vendors isn't enough. Enjoy!

Vendor 124

Guide to ABM Vendors: What's in a Complete ABM Stack?

Customer Experience Matrix

Yesterday’s post announced our new Guide to ABM Vendors , which helps marketers make sense of the confusing variety of ABM-related systems. know you really want to learn which vendors do which functions, but, as I also explained yesterday, that's not a simple question to answer. Instead, let’s start with an overview of how the vendors as a group matched up against the sub-functions. The first obvious question is how many vendors deliver each sub-function. In fact, just eleven vendors qualify for a single category. The table below shows the details.

Just Released: ABM Vendor Guide Gives Detailed Comparison of 40 ABM Vendors

Customer Experience Matrix

Some of pause was due to vacation, but mostly it was because I’ve been working feverishly to finish the Raab Guide to Account Based Marketing Vendors , which I’ve released today and you can purchase here. This was a huge project with the almost insanely ambitious goal of making sense of the ABM vendor landscape. What made it challenging wasn’t just gathering detailed information on 40 vendors but the variety of the vendors serving ABM needs. Message creation is largely generic but some vendors specialize in account-based messages. Awesome!

How to select the perfect B2B data vendor

Biznology

Just use this handy checklist of criteria, organized in three categories: the data product itself, the surrounding services that will help you get the most value from the data, and the factors that suggest the vendor candidate will be a satisfactory business partner for your company. Criteria for vendor evaluation. The data product. Characteristics of the vendor company.

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Spectrum of Marketing Initiatives With so much advancement in vendor solutions designed to support and. B2B Marketing. know which half."

Raab Report: Financial Comparison of B2B Marketing Automation Vendors

Customer Experience Matrix

Since we do have revenue figures for the top four vendors, we can also look at their revenue per employee. The news is better for HubSpot, whose apparent productivity decrease (measured in clients-per-employee) vanishes when you measure revenue per employee instead. And the stock did rise 12% on the first day. Good for them, and congratulations. So they're worth a look.

Ranking B2B Marketing Automation Vendors: Part 2

Customer Experience Matrix

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. But the original set of scores seemed to favor more complex products, even for small business marketers. decided I could base this on the features each set of vendors provided. Hooray for me!

Why Social Media Matters for B2B Vendors

Webbiquity

B2B products and services don’t generally make the same kind of emotional connection with buyers that consumer brands do, and tactics that work for b2c marketers (e.g. There is, so far, no b2b version of Yelp , and its unlikely there will be anytime soon, as many companies worry about the legal liability entailed in either endorsing or disparaging a specific vendor.

Did Morgan Stanley just kill the single-vendor marketing suite?

chiefmartech

Out of the 88 participants in this survey conducted by Digital Ascendant — which I’m assuming is drawn from their network of CMOs and senior digital marketing leaders at major brands — 0% said it was critically important and only 9% said it was very important to obtain all their marketing technology from a single vendor. 81% have a higher tolerance level for more vendors.

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Spectrum of Marketing Initiatives With so much advancement in vendor solutions designed to support and. B2B Marketing. know which half."

5 of my favorite productivity apps

Biznology

into a great empire, I’m currently interwoven into a patchwork of agencies, partners, clients, vendors, projects, goals, and even some very cool — but very geographically disparate — teams. The post 5 of my favorite productivity apps appeared first on Biznology. While I aspire to build Gerr.is It makes my head swim. It makes your head swim. So, here we go. Trello.

How B2B Vendors Can Generate Trust and Credibility With Their Website

Hubspot

We looked at the results of the 2015 B2B Web Usability Survey and discovered what it would take for you as a B2B vendor to create credibility and trust. Vendors beware: Buyers judge your company’s credibility from their first impressions of your website. How are you supposed to know which content assets you need to establish yourself as a reputable vendor? How did you do?

B2B Buyers Don’t Trust Vendors’ Online Content: CMO Council

Fearless Competitor

And a former client of Find New Customers that I worked with for a short time was pounding their target customers with product offers – ugh! Read the original article at B2B Buyers Don’t Trust Vendor’s Online Content. __. Buyers are not happy with vendors, ” said Donovan Neale-May, executive director of the CMO Council, in an interview with CMO.com. My advice?

Vendor 102

Salesforce Purchases Deep Learning Artificial Intelligence Vendor MetaMind: Yeah, That's a MarTech Trend

Customer Experience Matrix

It’s worth a brief note to record that Salesforce.com purchased artificial intelligence vendor MetaMind on Monday. You can also see this as making marketers more productive in the sense of letting them generate more individualized customer treatments per work hour. This flexibility makes it a good choice for Salesforce to use as a foundation for all sorts of AI-based enhancements to its products. It’s safe to assume that other major platform vendors will follow a similar path. This vision of pervasive AI is how I personally expect the industry to develop.

Why Product Managers & Salespeople Should be Friends

Your Sales Management Guru

Why product managers and salespeople should be friends. In most companies, the product/service managers have limited interaction with the sale’s team except for the introduction of a new offering or at an annual customer summit. Generally, the product/service manager (PM) is responsible for determining what the future offering should have from a feature/function capability. They will gather customer feedback, listen to the market thought leaders, consider competitor products and try to foresee future needs. Better product/services released quicker helps everyone.

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Spectrum of Marketing Initiatives With so much advancement in vendor solutions designed to support and. B2B Marketing. know which half."

How B2B Marketers Can Leverage Social Media Product Advertising

KoMarketing Associates

The latest evolution is with the advent of product ads. Both Facebook and Pinterest recently announced two new types of product ads – Dynamic Product Ads (Facebook) and Multi-Image Promoted Pins (Pinterest). In this blog post, I’m going to cover Facebook and Pinterest’s new ad features related to product listings, as well as some key opportunities for B2B marketers.

Raab Report: B2B Marketing Automation Vendors Are Making Incremental, Not Radical, Changes To Their Products

Customer Experience Matrix

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. The actual average is 1.41.) Stay tuned.

Microsoft Buys Marketing Automation Vendor MarketingPilot: Start of Something Big?

Customer Experience Matrix

Microsoft today announced the acquisition of marketing management system vendor MarketingPilot , which will become part of its Dynamics CRM group. More specifically, it’s a major acquisition by a CRM vendor, helping to fulfill everyone's favorite prophecy that marketing automation and CRM will eventually merge. Financial terms were not disclosed.

How Do We Find People Who Are Ready to Buy Our Product?

The Point

A prospective client asks: “What are the best demand generation strategies for finding people who are ready to buy our product?”. For example, if you offer prospects a broad, educational white paper on trends in your product category, you’re more likely to generate a wide spectrum of leads, some more qualified than others, and many who are only mildly curious about your solution.

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Vendor Selection: Writing a Good Requirements Document

Customer Experience Matrix

Specifically, they can do two things: improve the selection process itself and look beyond features to assess the vendors. This post will focus on the selection process and the next will talk about judging vendors. These should be packaged into a formal requirements document so you have them all in one place, easily organized and available to share with vendors.

A Product Executive’s Perspective On Unlocking B2B Data’s Latent Potential

Radius

As always, Dreamforce 2016 left attendees buzzing on a variety of new products, perhaps none more notable than Artificial Intelligence (AI) and Predictive Analytics. We’ve seen an increase in adoption of predictive over the past few years, but marketers need to be wary of the “smoke and mirrors” that many vendors are using to position their offerings. How actionable is my data?

Aragon Research Names Vidyard ‘Hot Vendor’ in Enterprise Video

Vidyard

KITCHENER, Ontario – May 5, 2016 –  Aragon Research today named Vidyard, the video intelligence platform for business, a Hot Vendor in Enterprise Video for 2016 for its ability to personalize unique video content for each individual viewer and track detailed viewer engagement analytics within leading marketing automation, CRM and enterprise collaboration solutions. Aragon Research, Hot Vendors in Enterprise Video, Jim Lundy, April 20 2016). That is changing as vendors get stronger and technology simplifies processes. About Vidyard. Media Contact: Brad Hem. Press Releases

Marketing Automation Selection: Finding a Future-Safe Vendor

Customer Experience Matrix

Marketers can do a better job of picking their marketing automation vendors if they roll up their sleeves and work at it. But you also need a vendor who will support your long-term success. Here are some ways to identify a “future-safe” vendor. You also need to be sure the vendor is a fast follower, so its clients will quickly benefit from new ideas invented by everyone.

New Publication: 7 Essential Vendor Strategies for Crushing Amazon Revenue

Fathom

Our latest publication  7 Essential Vendor Strategies for Crushing Amazon Revenue can bring you up to speed. Keep Promoting with Sponsored Product Ads. Plus, you’ll gain access to an exclusive case study detailing the strategy of a top 100 shoe vendor, which increased revenue by 650% in six months with this 7 step Amazon strategy. consumers bypass the Web and immediately visit Amazon to search for products. With more than 300 million active online customers, your consumer base is looking for your products on Amazon. Obtain Quality Reviews via Amazon Vine.

Microsoft Buys LinkedIn for $26.2 Billion: Get Ready for Software Vendors as Data Owners

Customer Experience Matrix

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. Other vendors like Nimble and HubSpot have done a better job of simplifying access to third party data about an individual or company. Microsoft surprised pretty much everyone today by announcing a $26.2 billion acquisition of LinkedIn.

Rating the Crowd-Sourced Marketing Software Review Sites

Customer Experience Matrix

What began as a whimsical “ landscape of landscapes ” led me to realize crowd-sourced review sites are the most common type of vendor directory, accounting for 15 of the 23 sources listed in my original graphic. What did look interesting was the number of ratings and/or reviews for specific products. sampled leading marketing automation vendors for different sized companies.

New Sales Training Helps Evolve B2B Vendors from Product Pitches to Value Selling

The ROI Guy

Value Messaging for Provocative Prospecting ValueStory® Tool Basics ValueStory Certification Tips and Tricks Resources and Help “Much has been invested in new methods, trying to shift sales reps and channel partners from product pitches to value selling,” says Jim Ninivaggi, Practice Director of Sales Enablement for sales / marketing advisory firm SiriusDecisions.

B2B Marketing Automation Vendor Comparison -- Here's a Sample

Customer Experience Matrix

set their own weights for the different scoring categories and do detailed, side-by-side comparisons of vendors they select. Vendor names have been replaced with football teams and the specific details are excluded. Yes, I know these need some reformatting.) In case it’s not obvious, you can move the little sliders on the “Sector Chart” tab to see how the different vendors move around depending on how you weight different categories of attributes. The final report will show directly how much each category contributes to each vendor’s score. readers? The Chosen?)

ABM Vendor Guide: State-Based Flows to Orchestrate Account Treatments

Customer Experience Matrix

Next up in this series on ABM sub-functions described in the Raab Guide to ABM Vendors : State-Based Flows. ABM Process System Function Sub-Function Number of Vendors Identify Target Accounts Assemble Data External Data 28 Select Targets Target Scoring 15 Plan Interactions Assemble Messages Customized Messages 6 Select Messages State-Based Flows 10 Execute Interactions Deliver Messages Execution 19 Analyze Results Reporting Result Analysis 16 Your first reaction that may well be, What the heck is a State-Based Flow? That's no accident. Either approach can be effective.

Ranking B2B Marketing Automation Vendors: How I Built My Scores (part 1)

Customer Experience Matrix

Summary: The first of three posts describing my new scoring system for B2B marketing automation vendors. I’ve finally had time to work up the vendor scores based on the 150+ RFP questions I distributed back in September. vendor strength , which assesses a vendor’s current and future business position. Vendor strength will be scored on a separate dimension.

Jeff Spicer, VP of Digital Marketing at VMware: How to Crack the Code for B2B Product Marketing in a Digital World [Podcast]

Crimson Marketing

For B2B product marketing, though, quite often is it a buying unit made of many individuals, and therefore more complex. That said, more and more B2B buying behavior takes place “before the buyer ever gets in touch with the vendor.”. The post Jeff Spicer, VP of Digital Marketing at VMware: How to Crack the Code for B2B Product Marketing in a Digital World [Podcast] appeared first on.

How PeopleHR Found the Right Marketing Automation Vendor

Marketing Action

Finding the best marketing automation vendor for your business can be a difficult proposition. Finding the right fit for your business isn’t always easy, but it gets a lot easier when you can identify the factors that matter to you, which is what PeopleHR discovered during their vendor selection process. But of course, the right solution can (and should) do much more than that.

Ranking B2B Marketing Automation Vendors: Part 3

Customer Experience Matrix

Summary: The first two posts in this series described my scoring for product fit. The third and final post describes scoring for vendor strength. And I'll give a little preview of the charts these scores produce.without product names attached. As with product fit, I used different weights for different types of buyers. Specific rationales are in the table.

The Biggest Gap in Marketing Software Selection Isn't Product Information

Customer Experience Matrix

My solution today was: Dear [First Name], A friend of mine who is building one of those "wisdom of the crowd" software review sites tells me her research shows that what buyers want most is "apples to apples" comparisons of product features. What stops marketers from choosing the right software isn’t a lack of information about product features.

HubSpot Ranked #1 Marketing Automation Software Vendor in VentureBeat Survey

Hubspot

The questions goes on and on, but fundamentally, the proliferation of players, products, and pricing options available makes choosing a marketing automation vendor a significant challenge. Last month, David Raab, an expert in the marketing automation field, estimated that the industry will grow roughly 50% in the upcoming year alone. How do you know if a solution is right for you?

Analyze your target’s buying process, for greater marketing efficiency

Biznology

Once you’ve won the business and they are beginning to use your product or service, you might invite them to a user group. B2B selling is a complicated affair, but you can simplify your marketing strategies dramatically with buying process analysis. This means that you lay out your prospect’s buying process, stage by stage, and then develop a selling process that maps to it. Voila!

Lots of Vendors Can Help You Find Leads on the Web

Customer Experience Matrix

These firms scan company Web sites, social media, news sites, directories, and other sources to identify companies, extract attributes like revenue, growth rates, and technologies used, and flag events that might indicate a sales opportunity, such as opening a new office, launching a new product, or hiring new management. Whether the vendor provides lists of individuals as well as companies.

Why Marketing Automation Vendors are Talking “Inbound Marketing” and “Content Marketing” [Chartapalooza]

It's All About Revenue

To which term – content marketing or inbound marketing – should marketing automation vendors hitch their messaging wagon? Why Marketing Automation Vendors are Talking “Inbound Marketing” and “Content Marketing” [Chartapalooza] is from Eloqua’s It’s All About Revenue, a Blog Covering Business To Business Marketing. The question is, Why ? Marketers love the next new thing.

Getting the Most Out of Google Shopping as a B2B E-Commerce Vendor

KoMarketing Associates

Google Shopping results also send searchers directly to product listings, arguably making the path to conversion easier. Product Listing Ads (PLAs) and Shopping Campaigns. Product Listing Ads (PLAs), for example, highlight specific products and require the advertiser to connect a Google Merchant and AdWords account in order to create a new campaign. Shopping Campaigns.