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Lytics Adds Marketing Recommendations to a Customer Data Platform

Customer Experience Matrix

The company has been busy since then, raising $7 million to supplement its initial $2.2 CEO James McDermot said the label was changed because big companies thought a CDP sounded like an IT project, not something run by marketers. These don’t seem to be on the company’s radar.

6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web. We also clarified that users can extract company-level profiles including attributes (industry, revenue, etc.) and key activities (Web site visits, topics researched) and scores at both company and individual levels. Standard integrations are available for , Oracle Eloqua and Marketo.

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Hive9 Marketing Performance Management Includes Customer Journey Optimization

Customer Experience Matrix

Again, this is different from defining selection rules separately for each campaign, which is how conventional marketing automation and real-time interaction systems work. Other sources can be integrated through API connections or flat file imports.

Openprise Gives Marketers Easy(ish) Tool to Manage Their Data

Customer Experience Matrix

Most are marketing and sales operations staff supporting and Marketo who use Openprise to supplement the limited data management capabilities native to those systems. Alerts can be based on complex rules and delivered via email or text message.

Optify Lets Agencies Provide Small Business with Marketing Automation, Distributed Marketing, and Sales Enablement

Customer Experience Matrix

Landing pages can be attached to an auto-responder email, while standard fields on forms are automatically mapped to The system can send each salesperson a daily email of newly qualified leads, selected with shared rules or separate rules for each salesperson.

Infor Epiphany Marketing and Interaction Advisor: Good Examples of B2C Marketing Automation

Customer Experience Matrix

Through all this, the company’s campaign management and CRM systems continued to sell with little change. The vendor has integrated with Orbis Global for marketing resource management and has an AppExchange integration with

B2C 56

YesPath Takes Its Own Route to Managing ABM Journeys

Customer Experience Matrix

YesPath relies heavily on Bombora intent data to find companies and individuals (or, more precisely, anonymous cookies) that are interested in topics relevant to a marketer’s products. This lets YesPath programs (which are rather unimaginatively called “programs”) determine which companies on the client’s target list are in active buying cycles, even before they have visited the company Web site or responded to an outbound promotion.

Mega-List of Features in Marketing Automation (That You Won’t Find in CRM)

Modern B2B Marketing, Microsoft Dynamics CRM), so why do I need marketing automation ”? These filters should include a combination of demographic and firmographic attributes (title, company size, location) as well as behavioral filters and CRM information. No (except Radian6).

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3 Game-Changing Benefits of the Terminus + Salesforce Integration for Account-Based Marketing


We use the API to add accounts in your Salesforce database to your Terminus advertising campaigns in an automated nightly process, allowing accounts to dynamically flow in and out of campaigns based on predefined rules.

Will Marketing Technology Look Like iOS Someday?


In the end, there will only be a handful of colossal marketing software suites, each with the Tolkien-esque motto, "One suite to rule them all.". Companies don't want to be homogenized. Well, take a look at's AppExchange.

Right On Interactive Offers Lifecycle Reporting

Customer Experience Matrix

When I reviewed Right On Interactive in a July 2009 post , the company was selling its 5Buckets marketing software as a multi-channel output generation tool that complemented conventional marketing automation systems. They can also load data to the system API.

Aprimo Marketing Studio Supports Sophisticated Business Marketers

Customer Experience Matrix

Small digression: most business marketing systems are designed around data from a sales automation system such as This starts with the core functions of any business marketing system: outbound and multi-step email campaigns, landing pages, Web behavior tracking , lead scoring, integration, reporting and content management. This is done by creating the project as a branching flow chart, with rules to determine what takes place at junction.

Treehouse Interactive Refines Its Features and Targets Larger Firms

Customer Experience Matrix

Other systems select campaign members with rules that can access a broader set of data. The HTTP Send avoids API calls or Web Services, although Treehouse offers data exchange through Web Services as well. GoToWebinar When I last wrote about Treehouse, it had just added integration. The company is a particularly good fit for channel marketers who can benefit from its Reseller View system.

SalesFusion Combines Online and Offline Marketing with CRM

Customer Experience Matrix

This one-stop-shopping will be most attractive to small and mid-size companies, although I expect that larger firms will eventually want it too. But the system does offer a comprehensive solution for smaller firms and, at least on the CRM side, can integrate with more powerful solutions including , Microsoft Dynamics CRM and Siebel CRM On Demand. Users can build separate scoring rules for different marketing campaigns, regions, products or other entities.

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

Customer Experience Matrix

The latest version actually offers integration with as well, making the system more suitable for larger organizations. Leads can enter a sequence when they fill out a Web form, are manually added by the user, or trigger the conditions specified in a “global rule”. The system checks each lead against all the global rules every time the lead’s data changes, allowing real time response to lead activities. For example, there is no separate account or company level.

NurtureHQ Offers "Dead Easy Marketing Automation". Is That Enough?

Customer Experience Matrix

Before building its system, the company spent six months talking to current marketing automation users. Marketing automation gurus have long argued that companies need to define their processes in advance of deploying a new system. The case was made yet again this week in an excellent blog post by Joby Blume, describing his former company’s struggles with marketing automation. (Be I don’t know whether to laugh or cry.

LeadLife Mixes Advanced and Simple Features

Customer Experience Matrix

It offers many features that appeal to large marketing departments: fine-grained user rights management, rule-based content selection, multiple scores per lead, central processes to score leads and transfer them to sales, APIs to integrate with external Web forms, campaign cost tracking, detailed ROI reporting, and project management with tasks. Rules can dynamically select survey questions, so a single survey page can ask the same visitor different questions over time.

True Influence Opens a Window into Future Demand Generation

Customer Experience Matrix

But he also decided that marketers want Webinar integration, digital asset management, APIs to capture data from external Web forms, and a dedicated IP address for email. For example: - emails and Web forms can be personalized with lead data, but don’t incorporate rule-selected content blocks. - On the brighter side: - The system API lets users easily adopt externally-built and -hosted Web forms to post into the True Influence database.

Infusionsoft: Impressive Marketing Power for a Very Low Price

Customer Experience Matrix

But the company has been around since 2001 and has thousands of customers, so there must be something to it. The company’s marketing is tightly targeted at very small businesses (under 25 employees) but its marketing features are competitive with demand generation products aimed at much larger firms. The fifith core function, integration with , is not provided because Infusionsoft has its own sales automation capabilities.

Pardot Offers Refined Demand Generation at a Small Business Price

Customer Experience Matrix

In fact, Pardot in particular provides advanced capabilities including progressive profiling (automatically changing the questions on forms as customer answer them) and dynamic content (rule-driven selection of content blocks within emails and Web pages). The only common feature that’s missing in Pardot is rule-based branching within multi-step programs. My little tour of demand generation vendors landed at Pardot just before Thanksgiving.


Market2Lead Offers Enterprise-Strength Demand Generation System

Customer Experience Matrix

That difference is that Market2Lead is designed to work with other company systems, rather than assuming it will provide almost all of the marketing department’s customer-facing functions. Let’s talk first about working with other company systems, because that strikes me as the most distinctive aspect of Market2Lead. Instead, it provides an API that lets users set up their emails with Market2Lead and then have them sent by external email specialists like Responsys and Exact Target.

B2B Marketing ROI

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