Customer Experience Matrix

FEBRUARY 3, 2011

Summary: Our new B2B Marketing Automation Vendor Selection Tool (VEST) has been carefully crafted to help marketers at every step of the selection process. Sector Charts What It Is: This is the vendor landscape chart that users love and analysts are apparently obligated to produce. For more information or to order, please click here.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Automation 120

Customer Experience Matrix

JULY 25, 2020

Our research has long shown that the most satisfied buyers base their selection on features, not cost or ease of use. user stories) and having vendors demonstrate those. (If Even if the vendors do the POCs for free, this is still a major commitment of staff time that won’t actually answer the question.

Work Management 194

Work Management Marketing Management Sample Vendors 194

Customer Experience Matrix

APRIL 1, 2020

Customer Data Platform vendor Amperity reported a less rosy result in its COVID-19 Retail Monitor , which draws data from Amperity’s retail clients. Retail Behavior Surveys Showing just how quickly the world changed, retail consumer research platform First Insight found that the impact of coronavirus on U.S. UK, and France.

Paid Search Agency 240

Paid Search Agency Companies Advertising Agencies Business 240

Customer Experience Matrix

FEBRUARY 23, 2018

Most Customer Data Platforms are Software as a Service products, meaning they run on servers managed by the vendor. So before releasing the CDP Vendor Comparison report – now available here – I added a line for on-premises deployment. But some clients prefer to keep their data in-house. public clouds.

Enterprise Management 120

Enterprise Management Vendors Comparison Amazon 120

Customer Experience Matrix

MARCH 4, 2018

market) is why so many European vendors have relocated to the U.S. in cloud adoption -- see, for example, this report from BARC Research. The ratio was seven out of 24 in the CDP Institute’s recent vendor comparison report , including nearly all of the Europe-based CDPs.) That (plus the larger size of the U.S.

Work Management 212

Work Management Marketing Management Allocation Paid Search Agency 212

Customer Experience Matrix

AUGUST 6, 2014

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. marketing automation software software vendor selection system requirements VEST report'

Marketing Automation Services 120

Marketing Automation Services Software Product Paid Search Agency 120

Customer Experience Matrix

MARCH 24, 2016

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. I’ll also complain that many vendors lacked signage that explained what they did – not your fault, of course, and maybe a conscious strategy to force people to engage? Just a thought.

Conference 120

Conference Marketing Automation Services Peer-to-peer Vendors 120

Customer Experience Matrix

NOVEMBER 16, 2014

When this blog last left Geoff Rego in 2010 , he had just sold the assets of pioneering B2B marketing automation vendor Market2Lead to Oracle. Once a Hushly member has downloaded vendor content, vendors can send emails to the member via Hushly. Members can block messages from a vendor if they wish.

Marketing Automation Services 120

Marketing Automation Services Market2Lead Salesforce.com Privacy 120

Customer Experience Matrix

FEBRUARY 15, 2016

Some research I’ll cite at MarTech suggests that marketers split their time roughly equally between strategy and planning, program design and content creation, and data management and analytics. I’ve classified vendors into those categories. This is the most populated area, with roughly half the categories and half the total vendors.

Work Management 120

Work Management Marketing Management Planning Classified Ads 120

Customer Experience Matrix

JULY 18, 2014

I had an interesting conversation this week with a vendor of marketing measurement systems on the question of why more marketers won’t buy his type of software. My vendor friend’s suspicion was that marketers don’t buy better measurement because, whatever they say in surveys, they really don’t want to be measured. End of discussion.

Analytics 120

Analytics Multi-Touch Attribution ROI Vendors 120

Customer Experience Matrix

FEBRUARY 25, 2015

This particular thought emerged quite unexpectedly during a vendor briefing yesterday. Sales could then push marketing back to its traditional narrow role of generating promotional materials and doing research. That''s pendulum swinging with a vengeance.

Marketing Automation Services 120

Marketing Automation Services Top of Funnel Marketing Funnels Marketing Automation 120

Customer Experience Matrix

JANUARY 20, 2016

B22B lead generation vendor True Influence today announced a new product to help fill these gaps. This contrasts with many intent-based advertising vendors, who serve ads to qualified audiences but don't tell clients exactly whom they’re reaching. That's possible but I haven’t done the research to confirm it.

Intent Data 120

Intent Data Intent Lead Ranking Marketing Automation Services 120

Customer Experience Matrix

AUGUST 18, 2016

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.

Work Management 120

Work Management Marketing Automation Services Marketing Management Account Based Marketing 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). Vendor-neutral access.

Work Management 166

Work Management Marketing Management Vendors Ideal Customer Profiles 166

Customer Experience Matrix

FEBRUARY 10, 2017

But Lead Genius was founded in 2011 to commercialize university research into combining AI with human inputs. Let’s look at those stages, using the four step structure of the Raab Guide to ABM Vendors. Nearly every vendor who does this applies some form of natural language processing to extract information from unstructured sources.

Marketing AI 120

Marketing AI Account Based Marketing Lead Scoring Lead Ranking 120

Customer Experience Matrix

AUGUST 29, 2013

My discussion last week of Infer , Mintigo , and Lattice Engines raised the question of what other B2B data vendors might be considered Customer Data Platforms. Of course, every vendor argues it does this better than anyone else. Rather, it conducts a fresh scan as each client requests research into its target audience.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Ideal Customer Profiles 120

Customer Experience Matrix

AUGUST 21, 2014

not to mention a hackathon, talent show, and, karaoke. not to mention a hackathon, talent show, and, karaoke.

Conference 120

Conference Planning Vendors Gartner 120

Customer Experience Matrix

SEPTEMBER 19, 2016

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. In some industries, deep-pocketed old vendors with big research budgets are the technical leaders.

Marketing Management 0

Marketing Management Telemarketing Paid Search Agency Television marketing 0

Customer Experience Matrix

DECEMBER 5, 2011

We released two more vendor selection workbooks last week, both sponsored by Eloqua and available for free on the RaabGuide Web site. One is about estimating the cost of a marketing automation system and the other is about evaluating vendor services. The cost workbook was a particular challenge because the subject is so complex.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Cost 120

Customer Experience Matrix

OCTOBER 6, 2015

How pitiful is this: My wife left me alone all last weekend and the most mischief I could get into was looking for research about cross-channel customer views. The only defense I can make is I did promise a client a paper on the topic, which I finished Sunday night. Just 17% felt daily updates were adequate.

Marketing Management 120

Marketing Management Ideal Customer Profiles Case Studies Buyer Personas 120

Customer Experience Matrix

FEBRUARY 26, 2012

General purpose marketing automation vendors also compete for this business with what are usually called “distributed marketing” options. The company says these latter features are unique, and a couple hours of my competitive research seemed to confirm this. But remember those several hours of research? I could easily stop here.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Advertising Agencies Work Management 120

Customer Experience Matrix

JUNE 5, 2013

Fresh on the heels of yesterday''s blockbuster ExactTarget / Salesforce.com deal , SAP today announced acquisition of e-commerce vendor hybris software. I haven''t done enough research to judge whether SAP can effectively combine these pieces, but they''re making the right promises.

Work Management 120

Work Management Marketing Management Marketing Automation Services Salesforce.com 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. And remember, the complete set is available for free in our Vendor Selection Workbook in the Resource Library at the Raab Guide Web site.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

JULY 10, 2013

I only mention this because I’ve recently been looking at a lot of new (to me) vendors and haven’t been able to write about many of them. This makes it a system for both small business and service vendors: two of my four themes. The system can also create Facebook landing pages and track visitors to them.

Demand Generation Agencies 120

Demand Generation Agencies Marketing Automation Services Paid Search Agency Small Business Marketing 120

Customer Experience Matrix

AUGUST 28, 2014

I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web. and key activities (Web site visits, topics researched) and scores at both company and individual levels. and key activities (Web site visits, topics researched) and scores at both company and individual levels.

Lead Ranking 120

Lead Ranking Activities Lead Scoring Marketing Automation Services 120

Customer Experience Matrix

SEPTEMBER 16, 2010

If it's used widely, buyers and vendors both benefit. For business software vendors, all three are equally inevitable – and it's not clear which they dislike most. Vendors could prepare one set of answers and buyers would get faster and more reliable responses to a thorough set of questions. Death, taxes and RFPs.

RFP 120

RFP Marketing Automation Services Marketing Automation Automation 120

Customer Experience Matrix

APRIL 12, 2011

For a complete list of the steps, worksheets, and background materials, visit the Raab Guide Website and download the Vendor Selection Workbook from the Resource Library (registration required). If vendor staff executes the scenarios for you, be sure to understand how much the vendor built in advance. The first three are below.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

NOVEMBER 15, 2011

About half of buyers consider only one system , I’m told by various vendors. 42% of buyers rely on online research. If you’re wondering how many companies actually commit those sins, the sad answer is: a lot. Here are some statistics. And it’s a safe bet they haven’t done a very detailed requirements analysis either.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation RFP Automation 120

Customer Experience Matrix

JANUARY 7, 2012

Research firm Gleanster released its free “Gleansight” report on marketing automation late last month. I was principal author for much of the document and drafted the survey questions, although I didn’t write the individual vendor profiles or administer the survey.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Work Management 120

Customer Experience Matrix

MARCH 23, 2011

And true branching campaigns – as opposed to sequential campaigns with splits inside each step – still aren’t found in most marketing automation systems (although those vendors argue they’re not needed. I don’t want to make too much of this, since many vendors – and surely all the good ones – care deeply about their customers’ success.

Work Management 120

Work Management Marketing Automation Services Marketing Management Marketing & Strategy 120

Customer Experience Matrix

SEPTEMBER 2, 2011

I do recall that some (traditional, structured) research has shown that human brains physically adjust when they must process unstructured inputs. Between native apps and organic product growth, today’s B2B marketing automation vendors definitely face some serious threats from Salesforce even if it doesn’t target them directly.

Enterprise Management 120

Enterprise Management Marketing Automation Services Salesforce.com Work Management 120

Customer Experience Matrix

FEBRUARY 26, 2009

If you suspected that my last two blog posts were a way to avoid writing a post that ranks vendors on usability, you’re probably right. I’d already noticed that the simplicity-focused vendors ( Marketo , Infusionsoft , OfficeAutoPilot and, as of yesterday, Genius.com ) build their campaigns as a list of steps with no branching flows. (To

Vtrenz 120

Vtrenz Market2Lead Work Management Marketing Automation Services 120

Customer Experience Matrix

AUGUST 21, 2009

If you read that list quickly, it sounds pretty much like every other marketing automation vendor. Both sets of vendors generally do a decent job with asset management, Web analytics and other reporting, although only the consumer-oriented systems tend to offer serious support for planning, workflow and detailed financial analysis.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Marketing Management Paid Search Agency 120

Customer Experience Matrix

MAY 24, 2016

Despite these issues, several practitioners and vendors at the conference said they were using the approach and had found it more practical than moving all customer data into a central repository. Beyond building our own relationship, this will consume their limited time so they can't use it to research competitors.

Mobile Marketing 136

Mobile Marketing Conference CRM Mobile Advertising 136

Customer Experience Matrix

MAY 24, 2009

I'm treating the four hour delay that followed as field research into customer relationship management, which ranged from great (the family-run auto shop that towed my car and took me in) to poor (the Enterprise car rental office that kept me waiting nearly two hours before admitting they didn’t have a vehicle available). conference.

Demand Generation 120

Demand Generation Enterprise Management Marketing Management Demand 120

Customer Experience Matrix

MARCH 14, 2013

It’s sponsored by Mintigo , a hard-to-classify vendor with technology to scan the Web for prospects and predict their interests. But I did finish my research before they packed up our computers, so the content itself will be solid. You can register here.

Webinar Metrics 120

Webinar Metrics Work Management Marketing Management Social Networks 120

Customer Experience Matrix

JANUARY 26, 2007

The traditional process for selecting software involves gathering requirements, embedding these in a Request for Proposal, sending the RFP to qualified vendors, and making a decision based on the replies. Sometimes you can conduct a “bake off” by giving vendors a specified problem and actual data, and seeing how they solve it.

RFP 120

RFP Vendors Marketing Proposals Sales Qualified Leads 120