Navigate the Channel

JANUARY 18, 2018

The new buzzword for improving interest in your products and services is demand generation , which is fast becoming a vital metric for many companies. Not only does good demand generation help the supply chain, it also leads to happier customers and more alignment between sales and marketing. Automate and Centralize.

Demand Generation Agencies 62

Demand Generation Agencies Demand Generation Marketing Qualified Leads Top of Funnel 62

Customer Experience Matrix

JULY 12, 2011

As I mentioned yesterday, our new B2B Marketing Automation Vendor Selection Tool (VEST) asks vendors to estimate the number of clients in each of four size categories. The segments are defined based on revenue. This provides an interesting overview of the industry. This represents a 50% growth over my estimate for 2010.

Marketing Automation Services 120

Marketing Automation Services Segmentation Marketing Automation Automation 120

Customer Experience Matrix

DECEMBER 28, 2010

Summary: Yesterday's post described the objectives of my product fit scores for B2B marketing automation vendors and how I set up the original weighting for individual elements. I decided I could base this on the features each set of vendors provided. A higher average means that more vendors provide the feature.

Marketing Automation Services 120

Marketing Automation Services Vendors Marketing Automation Automation 120

ANNUITAS

MAY 13, 2021

Marketing Automation Platforms (MAPs) are perhaps the most misunderstood component of the Demand Technology Stack. Is it simple to set up for an experienced team and intuitive enough for non-technical marketers to create and monitor programs and generate reports? Standardized, automated workflow management.

Enterprise Management 130

Enterprise Management Marketing Automation Services Analysis Work Management 130

Customer Experience Matrix

SEPTEMBER 1, 2009

Summary: Net-Results is simpler to use than comparable demand generation systems because it applies the same features to many tasks. When Net-Results ’ showed me their marketing automation system, the demonstration ended so quickly that I wondered what was missing.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Small Business Marketing Marketing Automation Services 120

Customer Experience Matrix

JANUARY 7, 2010

Summary: the demand generation market will continue to grow in 2010, and it may attract some new, big competitors from outside the industry. But the real excitement will be features that expand the scope of demand generation products to support inbound marketing, better measurement, and more efficient content creation.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Work Management 120

ANNUITAS

MARCH 17, 2015

You’ve vetted the vendors, selected your features, sized your database and scheduled your implementation; you are now ready to deploy your marketing automation platform, right? Without the correct staffing your marketing automation investment might as well be a car that sits in the garage, collecting dust.In The Power User.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Work Management Automation 100

Customer Experience Matrix

FEBRUARY 5, 2015

I just finished the latest release of the B2B Marketing Automation Vendor Selection Tool , a.k.a. That’s a technical step backwards but will actually make it easier for buyers to access the detailed vendor information, and in particular to screen for vendors with particular capabilities. more micro-business vendors.

Marketing Automation Services 120

Marketing Automation Services Demand Generation Agencies Marketing Report Marketing Automation 120

The Effective Marketer

MARCH 22, 2012

A must-watch presentation, though, is the keynote address “ The State of Demand Creation “, by Tony Jaros , SVP Research for SiriusDecisions. The State of Demand Generation 2012. Why is demand generation so important? Create sufficient content (how can we possibly keep up with demand for content?).

Demand Generation 100

Demand Generation Lead Ranking Demand Marketing Qualified Leads 100

Customer Experience Matrix

MAY 24, 2009

Summary: let's not forget that most companies are still not even doing simple demand generation. But then it was back to the bubble (so much more interesting than reality) with vendor meetings. The next step, which has barely begun, is for demand generation vendors to deliver solutions that support the new role.

Demand Generation 120

Demand Generation Enterprise Management Marketing Management Demand 120

Customer Experience Matrix

AUGUST 13, 2013

As I noted in a post last year , there is a universe of specialized marketing automation systems for companies that sell through channel partners. Here are two more vendors with related offerings: NitroMojo focuses primarily on lead distribution and tracking.

Marketing Automation Services 120

Marketing Automation Services Advertising Agencies Marketing Management Marketing Automation 120

Customer Experience Matrix

AUGUST 28, 2008

Now that I have that long post about analytical databases out of the way, I can get back to thinking about demand generation systems. But, as I think I wrote in a comment since then, I now believe the best approach is to define several applications and score the vendors in terms of their suitability for each.

Demand Generation 120

Demand Generation Demand Marketing Management Generation 120

Customer Experience Matrix

JUNE 25, 2008

When I was researching last week’s piece on Market2Lead , one of the points that vendor stressed was their ability to create a full-scale marketing database with information from external sources to analyze campaign results. They even cited one demand generation vendor that had turned to them for help. (In

Work Management 120

Work Management Marketing Management Demand Generation Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 13, 2014

The Interwebs have delivered an unusually rich trove of data about the marketing automation industry in the past few weeks. Taken together, these provide a clearer picture than usual of the state of marketing automation. The reason is selection bias: most surveys are answered by people who are actively engaged in marketing automation.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Marketing Insider Group

AUGUST 10, 2020

Modern marketing demands that we thoroughly understand our audience and use targeting and segmentation for optimal demand generation. We have seen a steady rise of ABM, an approach where we align demand generation efforts against a predetermined and strategic set of accounts.

Account Based Marketing 328

Account Based Marketing ABM Work Management Marketing Management 328

Customer Experience Matrix

JULY 29, 2008

I’ve been pondering recently how to classify demand generation systems. Right--classifying demand generation systems. In particular, really big companies are likely to have separate marketing operations in different regions and perhaps for different product lines and customer segments.

Demand Generation 120

Demand Generation Work Management Demand Marketing Management 120

Zoominfo

FEBRUARY 25, 2021

What is Lead Generation? Usually considered a sub-objective of a Demand Generation strategy, Lead generation refers to the process of attracting and converting prospects into paying customers, or at the very least getting them into the sales funnel. Marketing Automation Platform (MAP). Sales Automation.

Sales Management 240

Sales Management Lead Generation Lead Ranking Sales Qualified Leads 240

Capstone Insights

NOVEMBER 26, 2019

Marketing automation is a straightforward way to increase a company’s efficiency and effectiveness in demand generation. When using marketing automation at scale, several platform attributes become critical. The same is true of marketing automation. The five drivers of scale in marketing automation.

Marketing Automation Services 52

Marketing Automation Services Enterprise Management Marketing Automation Work Management 52

DealSignal

APRIL 10, 2024

Intent data allows you to identify and target these specific folks, almost in real time. The type of intent signals a user is leaving and the strength of those signals can indicate a user’s interest in your product, which is invaluable for creating targeted marketing campaigns or delivering strong sales cadences.

Intent Data 52

Intent Data Ideal Customer Profiles Intent Marketing Automation Services 52

Customer Experience Matrix

DECEMBER 3, 2008

My little tour of demand generation vendors landed at Pardot just before Thanksgiving. As you’ll recall from my post on Web activity statistics , Pardot is one of the higher-ranked vendors not already in the Raab Guide to Demand Generation Systems. So I was quite curious to see what they had to offer.

Demand Generation 120

Demand Generation Enterprise Management Small Business Marketing Pricing 120

Zoominfo

MARCH 15, 2022

So if your ad is not getting clicked on, then it’s not going to be presented first or as often,” says Lauren Temmler, senior demand generation manager at ZoomInfo. However, make sure you consider your target audience. You might split a campaign where half of it targets MQLs and the other half targets opportunities.

Budget Programs 130

Budget Programs Paid Search Agency Lead Ranking Work Management 130

Webbiquity

JULY 12, 2016

Marketing automation software tools can be very helpful in making lead nurturing and sales acceleration efforts more effective—even if the category is badly misnamed. Marketing can’t be automated.) Recent research shows that 63% of B2B companies that are growing faster than their competitors use marketing automation.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Marketing Automation Marketing Management 100

Customer Experience Matrix

JULY 11, 2011

You know that red-hot B2B marketing automation industry? Our just-released update to the B2B Marketing Automation Vendor Selection Toolkit (VEST) shows that client counts grew just over 50% over the year ending in June, compared with nearly 100% growth for the year ending last December.

Marketing Automation Services 120

Marketing Automation Services Manticore Marketing Automation ActiveConversion 120

Jackie Walts

JANUARY 8, 2020

Demand generation is more effective if your company uses a marketing automation platform. Marketing automation helps get communication out, enables you to segment your audience, helps you get leads to sales and most importantly – lets you track efforts to get the highest possible return. Lots of raw leads?

Marketing Automation Services 54

Marketing Automation Services Work Management Marketing Automation Automation 54

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. This will remind marketing automation aficionados of HubSpot, which has made a similar journey.

Demand Generation Agencies 120

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

Engagio

NOVEMBER 14, 2023

Account-based marketing (ABM) has not only altered the trajectory of B2B marketing; it has fundamentally reshaped the way companies go to market. Platforms enable the creation of target account lists by unifying first- and third-party data.

Marketing AI 62

Marketing AI Account Based Marketing Peer-to-peer Marketing Automation Services 62

Zoominfo

AUGUST 19, 2021

It requires a series of complex operations , including: Cleanse: A systematic way to automate database health, including processes like record deduplication, normalization , standardization, and segmentation. Incomplete coverage or missing records make it difficult to reach target markets.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Lead Ranking 100

Biznology

AUGUST 8, 2019

Martin: Twenty years ago, we would buy databases from trade publications and data vendors, and use them to cold call, trying to reach senior executives. Sellers—even smaller brands—are using marketing automation like InfusionSoft, Marketo and a local provider called Doppler emBlue to conduct event-triggered campaigns. It can backfire.

Demand Generation Agencies 106

Demand Generation Agencies Enterprise Management Marketing Automation Services B2B Marketing 106

Customer Experience Matrix

FEBRUARY 6, 2013

I’ve just finished the latest update of our B2B Marketing Automation Vendor Selection Tool (VEST), available on the raabguide.com Web site. The VEST is our evaluation of industry vendors, aimed primarily at companies choosing a marketing automation system. We use two methods: Vendor revenues.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Forecasting 120

Zoominfo

AUGUST 20, 2021

Here are a few different use cases: Customer Service and Support B2C Customer Acquisition B2B Demand Generation and Account-Based Marketing B2B Sales Acceleration and Buyer Enablement. Pricing models vary between vendors. Can you use your MAP and CRM data for targeting, audience building, and qualifying website visitors?

Marketing Automation Services 130

Marketing Automation Services Enterprise Management Work Management Marketing Management 130

Rollworks

MARCH 20, 2019

In the world of account-based marketing (ABM) , this can result in target accounts with little to no engagement and sub-optimal pipeline and revenue. If you want to build an account-based strategy that helps you win big, developing a strong ideal customer profile (ICP) is critical. Not the ideal outcome! What went wrong?

Ideal Customer Profiles 40

Ideal Customer Profiles Demand Generation Template Account Based Marketing 40

Customer Experience Matrix

JUNE 30, 2010

Summary: LoopFuse has launched a free entry-level version of its marketing automation system. It's one example of how vendors are now competing to attract new users. LoopFuse today promised to “transform” the marketing automation industry by offering a free version of its system. LoopFuse knows that, of course.

Loopfuse 120

Loopfuse Marketing Automation Services Enterprise Management Marketing Management 120

Zoominfo

FEBRUARY 25, 2021

What Is Lead Generation? Usually considered a sub-objective of a Demand Generation strategy, Lead generation refers to the process of attracting and converting prospects into paying customers, or at the very least getting them into the sales funnel. What does a “good lead” look like anyway?

Sales Management 177

Sales Management Lead Generation Lead Ranking Sales Qualified Leads 177

Customer Experience Matrix

JANUARY 5, 2011

Summary: Here are my estimates for the size of the B2B marketing automation industry, broken down by customer segments. I've been working madly on my new report on B2B marketing automation vendors. Including those vendors would at least double the total figure. They have three to fifteen marketing automation users.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Zoominfo

OCTOBER 5, 2021

Here are a few different use cases: Customer Service and Support B2C Customer Acquisition B2B Demand Generation and Account-Based Marketing B2B Sales Acceleration and Buyer Enablement Section 2: Pricing Models Your budget is a key factor that can affect which chat platform you choose.

Marketing Automation Services 130

Marketing Automation Services Enterprise Management Work Management Marketing Management 130

Customer Experience Matrix

DECEMBER 8, 2011

So marketing automation vendors are understandably eager to support it in their systems. I recently took a quick tour of vendor sites to see what social features they’re offering. I need to stress that I’ve only credited vendors for features they list on their site. Results are summarized in the table below.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Social Media 120

Customer Experience Matrix

AUGUST 23, 2012

Our scoring reflects their need for special features for automated content selection, project management, complex lead scores, and tight control over the rights granted to individual users. This group had about 1,400 clients in mid-2012, generating an estimated $85 million in revenue.

Eloqua 120

Eloqua Marketing Automation Services Lead Ranking Enterprise Management 120