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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. One other factor clearly distinguishes SMB from Enterprise systems, and that’s pricing.


Infusionsoft: Impressive Marketing Power for a Very Low Price

Customer Experience Matrix

But most of us still assume there is a reasonable relationship between price and value. This is why it’s hard to imagine that low-priced software can deliver similar performance to mainstream products. If you really wanted it, the system does provide an API that would let someone with the right skills set it up. Infusionsoft pricing starts at $199 per month for a system limited to 10,000 leads and 25,000 emails per month. Other prices were unchanged.]

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Strikedeck Adds Automation to Customer Success Management

Customer Experience Matrix

On the other hand, several do use rules and/or predictive analytics to help manage the post-purchase portion of the customer relationship – making them possible Journey Orchestration Engines (JOEs). In fact, the execution is fully automated: users define rules, called “recipes”, that listen for triggers such as support issues, new contracts, or late invoices and specify the action to take when the trigger occurs. Pricing starts at $30,000 per year for 500 accounts.

Predictive Marketing Vendors Look Beyond Lead Scores

Customer Experience Matrix

Like the Pirate Code , Infer's recommendations are more guidelines than actual rules: it’s up to users to review the findings and decide what, if anything, to do with them. Mintigo’s actual implementation is considerably messier than that, but such is the price of working in the real world.

Sailthru Offers End-to-End Omnichannel Personalization for B2C Marketers

Customer Experience Matrix

This distinguishes it from systems that rely primarily on feeds from external systems via API connectors or batch files. Technical users can still set up a feed using API calls or JSON posts when necessary. Marketers should look closely at this aspect of Sailthru: while powerful, it''s not creating rules to send different content to different segments, doesn’t send sequences of messages over time, and doesn’t support real-time interaction flows.

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ZenIQ Account Based Marketing System Maps Buying Centers, Finds Data and Exection Gaps, and Recommends Actions to Fill Them

Customer Experience Matrix

At present, the actions are chosen by rules set up manually by marketers – although even this is a step ahead of having marketers directly assign accounts to specific campaigns. Later this year, ZenIQ plans to release machine learning-based recommendations that will, in effect, generate the rules themselves. Users can create such actions in ZenIQ today and embed them within "recipes" that also contain a rule for when they execute.

Content Creation Robots Are Here [Examples]

Content Marketing Institute

Rowe Price, Credit Suisse, and USAA. Though Narrative Science doesn’t publish pricing for Quill, I looked at Quora where one person reported a tier pricing system and shared numbers that were in the ballpark of what a few people in the industry confirmed to me.

6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

APIs can load data from other sources, potentially including other CRM marketing automation products, Web logs, order processing, call centers, media impressions, and pretty much anything else. Assignment rules might use purchase likelihood or a predictive model trained against a sample of companies in each buying stage. Pricing for 6Sense starts around $150,000 to $220,000 and is based on factors including the number of models created.

Datorama Applies Machine Intelligence to Speed Marketing Analytics

Customer Experience Matrix

The system’s developers set of goal of handling any data source, which led to a system that can ingest nearly any database type, API feed or file format, including JSON and XML; automatically identify the contents of each field; and map the fields to the standard data model. It can also clean, transform, classify, and reformat the inputs to make them more usable, applying advanced features like rules, formulas, and sentiment analysis.

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. Hive9 modules are priced separately.

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

Customer Experience Matrix

Openprise works by connecting data sources, which are typically lists but sometimes API feeds, to “pipelines” that contain a sequence of if/then rules. Alerts can be based on complex rules and delivered via email or text message. Some can run in real time through API calls.

Blueshift CDP Adds Advanced Features

Customer Experience Matrix

Customer data can be acquired through the vendor’s own Javascript tags, mobile SDK (new since 2015), API connectors, or file imports. Product data can load through file imports, a standard API, or a direct connector to DemandWare.

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

Customer Experience Matrix

The system can send each salesperson a daily email of newly qualified leads, selected with shared rules or separate rules for each salesperson. A proper API for bi-directional integration with any CRM system is under development. Distributed marketing also has its own pricing.

5 Disruptions to Marketing, Part 3: Vertical Competition


Microservices & APIs (and open source) form the fabric of marketing infrastructure. As rule of thumb, the more stages from the vertical chain that marketers can bypass in their relationships with customers, for as many digital touchpoints as possible, the better.

I've Discovered a New Class of System: the Customer Data Platform. Causata Is An Example.

Customer Experience Matrix

When I spoke with Causata about two months ago, the association rules were pretty much the same for all clients, but they promised users would get more control in the future. These options can have qualification rules.

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[x+1] Origin Digital Marketing Hub Offers Cross-Channel Decision Management

Customer Experience Matrix

In theory, any decision manager could access the APIs of those providers, but [x+1] is designed specifically to integrate their data and manage the associated charges. [x+1] This means that [x+1] Hub is inevitably competing with the other products to be the one thing that rules them all.

CrossEngage Orchestrates Customer Journeys Using Events

Customer Experience Matrix

They all ingest data from multiple sources; convert it into unified customer profiles; apply rules and analytics to find the best message for each customer in each situation; and, send those messages to external systems for delivery.

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

Customer Experience Matrix

Epiphany was one of the high-fliers of an earlier marketing automation boom: launched in 1997 with an initial public offering in 1999, it traded stock for a variety of customer management systems before its price collapsed.

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Selligent Brings a New B2C Marketing Automation Option to the U.S.

Customer Experience Matrix

A separate “FrontOffice” module provides an interface for call center and other agents, and can apply rules to route customers to specific centers, teams, and agents. Basic campaign flows can send data to external systems via file exports or by calling an Application Program Interface (API).

B2C 50

5 Disruptions to Marketing, Part 3: Vertical Competition (2018 Update)


If you have not yet read Part 1: Digital Transformation (2018 Update) or Part 2: Microservices & APIs (2018 Update) , you might want to start there. If you’re unhappy with Google’s search advertising prices and policies, what are you going to do?

Bizo and DemandBase Lead B2B Marketing Automation to Web Advertising and Beyond

Customer Experience Matrix

Marketing automation, Web analytics, and Web content management systems can all access this data via API calls for analytics and as inputs to their own selection and treatment rules. Outside the DMP itself, DemandBase can store content and decision rules to guide bidding and select which ad is displayed to each account.

Thunderhead ONE Provides Powerful Journey Orchestration

Customer Experience Matrix

Other systems can feed data into ONE using a REST API or batch file imports. There are prebuilt API connectors for CRM, Microsoft Dynamics CRM , and SAP Cloud for Customer. Eligibility and relevance rules can ensure the chosen messages are truly appropriate.

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Important Marketing Terms that Every B2B Executive Should Know

Circle Studio

Application programming interface (API) – A set of rules, routines, protocols, and tools for building application software. Marketing mix – A set of marketing tools made up of the 4 Ps: product, price, promotion, and place. Every industry and trade has their own terminology—words and phrases that may be unfamiliar to those on the outside.

YesPath Takes Its Own Route to Managing ABM Journeys

Customer Experience Matrix

In addition to assigning an account list and defining individual selection criteria, program set-up includes creating rules to classify accounts into buying stages. These rules draw on behaviors of all individuals within the account, looking primarily at direct interactions with the company Web site, CRM, and marketing automation. Pricing of YesPath is based on the number of accounts in the system and starts at $3,000 per month for 500 accounts.

Dynamic Yield Offers Flexible Omni-Channel Personalization

Customer Experience Matrix

Data: Dynamic Yield can install its own Javascript tag to identify visitors and gather their information, or it can accept an API call with a visitor ID. Dynamic Yield largely relies on users to define selection rules. But dynamic content rules, machine-learning, and automated recommendations can improve results by tailoring the final message to each individual. One experience can return multiple products, with different products selected by different rules.


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

Modern B2B Marketing

Pricing. update lead status based on changes to the lead score); automated list management; and lead routing / territory assignment rules. by Jon Miller A common question I hear from marketers is “I already have a CRM system (e.g.

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A Framework for Real Time Decision Management: How SAS RTDM Fits In

Customer Experience Matrix

Maybe marketers don’t realize how much improvement they get from driving recommendation with predictive models rather than simple rules. Connections to touchpoints are typically through Web Services calls; connections to other sources are usually made through API calls and SQL queries.

Flytxt Offers Broad and Deep Customer Management

Customer Experience Matrix

The intelligence (decision) layer provides rules, recommendations, visualization, packaged and custom analytics, and reporting. To be a little more precise, Flytxt’s application layer uses API connectors to send messages to actual delivery systems such as Web sites and email engines. But it does provide APIs to extract reports and selected data elements and can build custom connectors as needed. Pricing is based on number of customers, revenue-gain sharing, or both.


KXEN Packages Automated Predictive Models within Salesforce Apps

Customer Experience Matrix

What’s new is a REST API that lets external applications send inputs over the Internet, wait while the engine builds a new model, and then receive the completed model formula. But KXEN isn’t planning to expose the full API any time soon.

DemandBase Adds Real-Time Access to Web Visitor Identities

Customer Experience Matrix

Last week they announced their next leap forward, an API to return detailed company information quickly enough to use it to tailor visitor treatments. These features were already available from DemandBase: what's new with ABR is exposing the data to other applications through a real time API. One use for the data is to feed rules that send different messages to different sets of customers and prospects. Pricing for ABR is set at $2,500 per month for unlimited use.

Conversen Simplifies Complex Messages Through Multi-Channel Dynamic Content

Customer Experience Matrix

A segmentation-based approach would use three segmentation rules (New York or Los Angeles; if New York, high or middle income; if Los Angeles, high or middle income) to create four segments, each tied to a separate message. This helps to avoid unintentional consequences when a rule is changed.

ClickSquared System Combines Marketing Database, Campaign Management and Multi-Channel Message Delivery

Customer Experience Matrix

The logic would be something like this: the prices of commercial systems haven't change, while the cost of building in-house systems has fallen because the requirements are well understood and developers can take advantage of third-party components and agile development methods. Customer data can be loaded via API posts or self-service file uploads. Users can execute custom attribution rules during their database build. Campaigns are based on business rules.

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.

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

Customer Experience Matrix

This means vendors are increasingly competing on other dimensions including their own marketing and sales skills, cost structures, supporting services, pricing, and financial resources. I can't think of any products that recommend the right marketing programs, but proper analytics can identify patterns that reveal opportunities, and it’s perfectly conceivable that a rule-based system could check for known issues and make recommendations. I don’t know whether to laugh or cry.

SalesFusion Combines Online and Offline Marketing with CRM

Customer Experience Matrix

Beyond the usual outbound email and Web forms, the system provides: - Web analytics to support search engine optimization and Web advertising, - API-level integration with Google AdWords to support paid keyword campaigns, - IP-address lookup to identify the company and location of anonymous Web visitors (and send rule-based alerts to salespeople), - personalized URLs (PURLs) to tie in responses from offline campaigns.

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. These forms also contain update rules (controlling when data from one system replaces data in the other) and action rules (specifying when to take actions such as sending an email or updating a list subscription).

Right On Interactive Offers Lifecycle Reporting

Customer Experience Matrix

They can also load data to the system API. The scoring rules are built in the usual fashion, by assigning to points to different attribute values or different events, although the interface is nicer than most.

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.

Aprimo Marketing Studio Supports Sophisticated Business Marketers

Customer Experience Matrix

This is done by creating the project as a branching flow chart, with rules to determine what takes place at junction. These rules can insert a predefined subflow, such as the review and revision process, which itself is shared across multiple projects. External systems can also add names through the Marketing Studio API. Emails and Web pages can dynamically select content blocks based on rules that read the attributes of each recipient.

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

Customer Experience Matrix

Indeed, the functionality of OfficeAutoPilot compares favorably with conventional demand generation systems, while the pricing – starting at just under $600 per month for 50,000 contacts and 100,000 monthly emails – is hugely attractive. 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”. Lead scoring in OfficeAutoPilot is handled by an independent process similar to the “global rules”.