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Why Most Consumer Marketing Automation Systems Are Not Software-as-a-Service, And When That Will Change

Customer Experience Matrix

Summary: Consumer-oriented marketing automation systems have been slower to adopt the Software-as-a-Service model than business marketing (demand generation) systems. Software-as-a-Service (SaaS) is now the standard model for business-to-business marketing automation (a.k.a. But consumer-oriented marketing automation products from vendors like Unica , SAS and Teradata are still commonly sold as traditional on-premise software.

Getting Closer to My Usability Ratings

Customer Experience Matrix

offering a white paper or promoting a Webinar) and the larger process of managing the flow of treatments. As a reminder, I'm planning to build two usability scores, one for simple marketing programs and one for complex marketing programs.) (Yes, But I also knew that some of the vendors focused on complex programs ( Market2Lead , Marketbright and arguably Silverpop/Vtrenz ) embed similar-looking list-style campaigns within a larger flow logic.

Low Cost Systems for Demand Generation

Customer Experience Matrix

I do recognize that they are the best known vendors in the space (with apologies to Vtrenz , whose identity is somewhat blurred since its purchase by Silverpop ). But there are plenty of other options, particularly for marketers with limited budgets. Marketo is certainly a fine product, but marketers should still look around before picking it by default. I did publish a real review in July 2009.] They focus on email nurturing campaigns and marketing measurement.

First Look at New Marketo Release

Customer Experience Matrix

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. This is a perfectly straightforward approach, although I suspect that marketers may find it hard to keep track of the selection rules as they get increasingly complicated. That last point morphed into a discussion of the increased integration between marketing and sales.

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

Customer Experience Matrix

If it turns out once you drill into details that two are missing some small-but-critical feature, you have to either go with the one remaining or start the process again with another set of candidates. I was going to (and still may) write a separate post about this, but basically that means you have to lay out the details of the marketing programs you expect to execute with the system, and then identify the features needed to support those programs.