My List of Demand Generation Vendors, and Who They Sell To

Customer Experience Matrix

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. The table below presents a reasonably comprehensive list of demand generation (a.k.a. Tags: demand generation marketing automation software selection demand generation

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Why Are Marketing Automation Managers So Hard to Find?

LeadSloth

First of all, in most cases the person is responsible for lead generation , lead nurturing and lead scoring. Tags: Demand Generation campaign manager jobs marketing automation marketing automation manager marketing operations requirements skills Even though some vendors have been around for almost 10 years, Marketing Automation is still relatively new. According to Forrester, only 2-5% of B2B firms have invested in full-featured Marketing Automation.

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Trending Sources

7 Reasons Why Marketing Automation Projects Fail

LeadSloth

A Marketing Automation system does not generate inquiries (or “raw leads&# ). Tags: Demand Generation content marketing failure lead nurturing lead scoring marketing automation project failure Needless to say, Marketing Automation software is very popular today.

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The Content Marketing Workbook | Velocity - the B2B marketing acceleration agency for technology companies

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Doug Kessler Tuesday, June 9th, 2009 Your prospects are being buffeted by a firehose of information. David Fideler says: June 12, 2009 at 2:00 am This is the single best overview I’ve yet seen on strategic B2B content marketing — and the design is fantastic. HOME | RSS FEEDS | SITEMAP | CLIENT ZONE | CONTACT US Who we are What we do Our clients About Velocity Our blog The B2B Content Marketing Workbook.by

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Demand Generation Blogs Continued

LeadSloth

In the spirit of Twitter’s Follow Friday I’d like to finally publish the remaining Demand Generation blogs that I enjoy reading. Earlier I published the Top 10 Demand Generation vendor blogs and the Top 10 Marketing Automation Blogs. Rebekah and her team write about demand generation, with lots of good articles on content marketing and social media. This blog provides a strategic perspective on the demand generation process.

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LoopFuse Offers No-Frills Demand Generation

Customer Experience Matrix

Summary: LoopFuse offers attractive but limited demand generation functions at an easy-to-swallow price. It’s been nearly a year since I took my first close look at the LoopFuse OneView demand generation system. LoopFuse provides a graphic email designer that can generate both text and HTML versions. Unlike most demand generation vendors, LoopFuse does not host landing pages or Web forms for its clients.

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Demand Generation Implementation Survey - Background Results

Customer Experience Matrix

I've been having a dandy time analyzing the results of my Demand Generation Implementation Survey. In any case, the ten deployments in the first four months of 2009 (or 12 if you count the two future dates) and 12 in 2008 highlights the newness and fast growth of the demand generation industry. Responses are still coming in but I thought I'd at least post some preliminary results to whet your appetite.

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Marqui Combines Content Management and Demand Generation

Customer Experience Matrix

Summary: Marqui started as a Web content management system and then added basic demand generation. Marqui is one of the oldest demand generation vendors, founded in 2000. It added demand generation features later in response to client requests. The entry of CMS vendors into the demand generation market is a bit of a mini-trend right now: others following the same path include Sitecore and Lyris-owned Hot Banana.

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Demand Generation Implementation -- Take My Survey, Please!

Customer Experience Matrix

Here is the cumulative percentage of total features deployed based on when they were first deployed: time since system deployment first week first month second month third month later cumulative % of used features 38% 65% 81% 86% 100% The recent discussion triggered by my post Pedowitz Group Offers Free Support for New Eloqua Clients raises an important question: Just how much can marketers realistically expect to accomplish during the initial stages of a demand generation system deployment?

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Company-Level Data in Demand Generation Systems

Customer Experience Matrix

I had an interesting email conversation last month with a Raab Guide buyer about the nuances of company-level data management in demand generation systems. He started from the perfectly reasonable premise that the demand generation system should give an overview of activity for all leads associated with a given company. The first is how the demand generation system treats company-level data.

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New Ebook – 65 Tips on B2B Demand Generation

The Point

Tags: B2B Marketing direct marketing b2b demand generation b2b lead generation Demand Generation

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Low Cost Systems for Demand Generation

Customer Experience Matrix

But even including that, the first year cost for most of these will be less.) : Manticore Technology : a full-featured demand generation product. See my 2007 blog entry for some information or buy the Raab Guide to Demand Generation Systems for a detailed review. The company has a low profile but has been selling its demand generation product for nearly ten years. I did publish a real review in July 2009.]

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Demand Generation Usability Scores - Part 1

Customer Experience Matrix

To start back at the beginning, the objective has been to find a practical, objective way to evaluate the usability of different demand generation systems. Obviously these aren't very specific scenarios, but I think the ability to efficiently deliver many different treatments to different customers is ultimately what separates simple from complex in a demand generation context. For example, every demand generation system provides an editor to create emails.

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Is Social Media Wasted on PR Agencies?

The Point

Except awareness and thought leadership represent only a fraction of the potential return from social media, and in fact (I would argue) place well behind the windfall that social media makes possible in the areas of lead generation and lead nurturing. If I were to have written the plan, the primary objectives would have read: * drive search-generated traffic and net new sales leads. * Aren’t PR agencies paid to generate awareness and propagate their clients’ points of view?

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Demand Generation Usability Scores - Part 3

Customer Experience Matrix

This post will complete the demand generation vendor usability scores by looking at items that contribute to usability for complex marketing programs. Tags: software usability measurement marketing automation lead management demand generation Usability Items for Complex Marketing Programs (note: this is a slightly revised version of the original post, reflecting vendor feedback.)

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Demand Generation Usability Scores - Part 2

Customer Experience Matrix

Every system scored here meets this requirement in one way or another, but some other demand generation products do not. Tags: demand generation software software usability measurement marketing automation lead management Usability Items for Simple Marketing Programs (note: this is a slightly revised version of the original post, reflecting vendor feedback.)

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Demand Generation Usability Scores - Part 4

Customer Experience Matrix

I spent a good part of yesterday talking with demand generation vendors about the usability scores I've been publishing all week. Although the focus of these last three posts has been on usability scoring, you may remember that the goal described in the blog post that started all this was to develop a summary comparison of demand generation vendors that marketers could match against their needs.

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Marketo Sales Insight Expands Salesforce Access to Marketing Data

Customer Experience Matrix

It lets Marketo sell seats to sales departments, which could be more lucrative than selling its core demand generation system. Marketo lets sales reps send emails and add prospects to demand generation campaigns. Compare this with maybe $2,000 per client per month earned by most demand generation vendors. Figures like these radically change the economics of the demand generation business.

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True Influence Opens a Window into Future Demand Generation

Customer Experience Matrix

As the industry matures, second-generation products are designed to improve on the original products, either by adding new capabilities or by delivering the same capabilities faster, easier or cheaper. Demand generation systems are in that second stage. CEO and co-founder Brian Giese had extensive experience in business sales and marketing and with existing demand generation systems when he began developing True Influence two years ago.

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Demand Generation Deployment Survey: Preparation Saves Two Months

Customer Experience Matrix

Summary: My survey of demand generation deployments found that some companies deploy many features immediately, while others take two or three months to reach the same stage. A white paper on the Raab Guide site explores the results in detail. ** I finished my detailed analysis of the demand generation deployment survey results yesterday and posted it to the resource library of the Raab Guide site.

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Net-Results Simplifies Demand Generation for Small Business

Customer Experience Matrix

Summary: Net-Results is simpler to use than comparable demand generation systems because it applies the same features to many tasks. But on reflection I realized that Net-Results offers a full set of demand generation functions. Let’s run through the standard demand generation process to see how this works in practice. The fifth core function, capturing Web response, is Net-Results’ main deviation from standard demand generation techniques.

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Demand Generation Vendors Offer Few Social Media Applications

Customer Experience Matrix

Treehouse Interactive just introduced a “talk it up” feature that embeds “share this” buttons in Treehouse-generated Web pages and emails. InsideView is already integrated with major CRM vendors and with the Marketbright demand generation system. by Sage This is a crude sort of integration – the data is simply presented in a window on the screen, not actually loaded into the demand generation or sales automation database.

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Demand Generation Trends for 2009

Modern B2B Marketing

Last October, Craig Rosenberg shared some insightful best practices in one of my first thought leadership interviews, titled Lead Generation Best Practices: Thought Leadership with The Funnelholic. He recently turned the tables on me with seven questions of his own as part of his own interview series: Thought Leadership Interview #6: Miller Time: Marketo’s Jon Miller on Lead Generation and Management in 2009. What are the three trends you see emerging in 2009?

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More on Web Traffic Rankings for Demand Generation Vendors

Customer Experience Matrix

Last week’s post on Web traffic rankings of demand generation vendors generated a couple of private responses from vendors, pointing out that the Alexa statistics include traffic to operational subdomains for client landing pages and user log-in. Tags: marketing automation vendor rankings marketing measurement demand generation

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More on the Future of Demand Generation Systems

Customer Experience Matrix

Summary: let's not forget that most companies are still not even doing simple demand generation. Much of the conversation related to my blog post of the day before , which argued that self-adjusting statistical models will replace manually-generated business rules for alerts, lead scores, segmentation and message selection in demand generation systems.

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Should Demand Generation and Sales Automation Be Separate Systems?

Customer Experience Matrix

Today, this is accomplished by synchronizing data between demand generation and sales automation systems. In fact, the division between demand generation and sales automation today is probably more a reflection of organizational divisions than technical imperatives. So are independent demand generation systems doomed to be assimilated into larger CRM products? Tags: crm salesforce.com lead management sales automation demand generation

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OfficeAutoPilot: Simple, Powerful, Low Cost Demand Generation for Small Business

Customer Experience Matrix

My personal definition of demand generations systems (see Introduction to Demand Generation Systems from the Raab Guide site) explicitly states that they do not incorporate sales automation. See Should Demand Generation and Sales Automation Be Separate Systems? Business marketers who can’t afford to pay more or want a low-risk way to get started with demand generation will find OfficeAutoPilot an intriguing option.

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Treehouse Interactive MarketingView Combines Demand Generation with Campaign ROI Tracking

Customer Experience Matrix

Since that’s critical to many demand generation users, I didn’t want to give a false impression by leaving it out. It’s actually quite a long story, dating back to the company’s initial sales automation system in 1997, followed by its MarketingView demand generation product in 1999. Finding a demand generation system that old is always a surprise, since most products were launched much more recently.

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Appointment Setting: Where Does It Fit In Today’s Demand Generation Mix?

The Point

With inbound marketing all the rage, where does that leave old-school lead generation techniques such as cold calling and appointment setting? Tags: B2B Marketing Demand Generation Lead Management Lead Nurturing lead generation telemarketing appointment setting b2b demand generation b2b lead generation Cold Calling

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Act-On Software Does List-Based Demand Generation

Customer Experience Matrix

If you look at the Web site of Act-On Software , you’ll see a typical set of demand generation features: email marketing, demand generation (equated with landing pages and forms), lead nurturing, Website visitor tracking, channel (partner) marketing, and lead scoring. Less oddly, it also doesn’t explain that – unlike every other demand generation I recall seeing – Act-On has no marketing database. (Or,

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How to Compare Demand Generation Vendors: Choosing Summary Measures

Customer Experience Matrix

I’ve more or less decided to offer a free summary of the demand generation vendor information in the Raab Guide. Categories for the self-evaluation seem pretty obvious: they would be the standard demand generation functions (outbound email, landing pages and forms, nurturing campaigns, lead scoring, and Salesforce.com integration), maybe a menu for less standard functions (e.g.

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Best Practices for Marketing Automation and Demand Generation Campaigns

Customer Experience Matrix

The heart of my presentation on Wednesday ended up as a list of 37 “best practices” for marketing automation / demand generation programs. cross sell, up sell and retention campaigns: demand generation focuses primarily on campaigns to acquire new leads. advanced response attribution: traditional methods often credit a lead to whichever campaign contacted them first, or whichever generated the first response.

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Crunchy, salty, nutritious news & views on B2B marketing for technology companies | Velocity - the B2B marketing acceleration agency for technology companies

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So click here to find out whether they changed my mind… Read more… Stan Woods | June 16th, 2009 | one comment The Content Marketing Workbook It’s here. Read more… Doug Kessler | June 11th, 2009 | 3 comments Choose your patients carefully The most respected surgeons in the world have the best survival rates. We… Read more… Neil Stoneman | May 8th, 2009 | 4 comments Why we steal from our clients.

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Demand Generation Implementation Survey: Half of Users Deploy Basic Features in One Week

Customer Experience Matrix

Summary : a small survey of demand generation users shows that more than half deployed basic demand generation features within one week , and about 75% within one month. Yesterday’s post described the responders to my online survey on demand generation implementation. I’m a bit surprised to see Webinars ranking so highly, given that support for them is rather limited in many demand generation systems.

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B2B Demand Generation in the Age of Accountability, Measurability, and Automation : MarketingProfs Articles

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3

ClickInsights: How can B2B marketers use content effectively for demand generation?

Ambal's Amusings

We have invited B2B Experts to shed light on the following question: How to use content effectively for demand generation? Brian Carroll's blog B2B Lead Generation Blog. B2B Lead Generation Benchmark Study 2009. B2B Lead Generation Benchmark Study 2009.

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MarketingSherpa Seeks Case Study speakers for 2009 B2B Demand Generation Summits

B2B Lead Generation Blog

If you have a great B2B story to tell, think about sharing it with other B2B marketers at MarketingSherpa’s 6th Annual B2B Demand Generation Summit 2009. Experienced B2B marketers who want to present will need to submit speech proposals by May 21, 2009. Here’s what they are looking for: B-to-B marketers to present Case Studies on real-life tests and tactics in demand generation.

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How Demand Generation Systems Handle Company Data: Diving into the Details

Customer Experience Matrix

Back in early January I posted a discussion on treatment of Company-Level Data in Demand Generation Systems. At that time, I posed a set of specific questions to the demand generation vendors in the Raab Guide. yes, if client chooses no no not now; next release will allow client to choose no yes, if client chooses yes, if client chooses Can the demand generation system establish or modify company-to-individual relationships, and have these changes apply to CRM records?

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B2B Lead Generation Blog: On B2B Demand Generation tools and Lead Generation Dashboards

B2B Lead Generation Blog

B2B Lead Generation Blog About Free Resources Get FREE Updates Instantly Get A FREE Chapter from my book. Critical Success Factor #9 Effectiveness 8 Critical Success Factors for Lead Generation 2.0

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The Pond Just Got More Crowded: Google, Salesforce.com and Sequoia Invest in HubSpot

Customer Experience Matrix

See my December 2009 post for a more detailed discussion of HubSpot's capabilities; basically, they are still pretty weak in outbound email, lead scoring, and nurturing, which are all core components of standard B2B marketing automation.

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