3 Types of Vendor Reports When You Need Marketing Automation

Act-On

Marketing automation reports can be a great source of info when looking for the right vendor. Consider these 3 types of vendor reports when researching. Marketing Automation Reports & Analytics analyst report crowd sourced report marketing automation reports research

Report 167

Landscape of MarTech Vendor Directories

Customer Experience Matrix

I'm making a presentation on marketing technology selection at B2BLeadsCon in New York next week, and had thought to start with the usual Oh-My-God-There-Are-So-Many-Vendors slide to get everybody's attention.

Vendor 261

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Ranking B2B Marketing Automation Vendors: Part 3

Customer Experience Matrix

The third and final post describes scoring for vendor strength. Beyond assessing a vendor's current product, buyers also want to understand the current and future market position of the vendor itself. The charts below show the results, without revealing specific vendor names.

Vendor 222

B2B Marketing Automation Vendor Strategies: What's Worked and What's Next

Customer Experience Matrix

I recently did a study of the strategies of B2B marketing automation vendors. What I found most intriguing was the sheer diversity of the approaches, showing that vendors continue to explore new paths to success. Most vendors used more than one strategy.

Vendor 226

Why Marketing Automation Customers are Migrating Downstream

The Point

Now, Steve happens to work in product marketing for Oracle Marketing Cloud , home of Eloqua, typically regarded as the most feature-rich (some would say: complex) marketing automation solution on the market. Most marketing automation failures come about from a lack of strategy.

Latest Marketing Technology Acquisitions Bypass Marketing Automation Vendors

Customer Experience Matrix

On May 6, AOL and Google announced their respective acquisitions of attribution vendors Convertro and Adometry. The particular not-ness that I have in mind is not being a marketing automation system.

Marketing Automation Vendor Selection: Summing Up

Customer Experience Matrix

It’s time to wrap up this series of posts on marketing automation vendor selection, which were based on my November 10 Webinar with Neolane (replay available here ). I gave my own ideas about what the future might hold in Marketing Vendor Selection: Trends You'll Need to Support.

Vendor 222

Predictive Marketing Vendors Look Beyond Lead Scores

Customer Experience Matrix

Maybe I shouldn't be surprised that predictive marketing vendors seem to have anticipated this. The past week brought three more announcements about predictive vendors expanding beyond lead scoring.

It's CDP Time for Marketing Cloud Vendors

Customer Experience Matrix

But the fact that all three vendors are addressing the topic raises some interesting questions. CRM and marketing automation systems don’t easily combine data from external sources. But CDPs have been developed by relatively small specialist vendors, which many enterprise buyers are reluctant to consider. It's taken a while but all three vendors now acknowledge that a CDP must store its own data. What should we look for next from these vendors?

Vendor 179

Raab Report: Financial Comparison of B2B Marketing Automation Vendors

Customer Experience Matrix

In a young industry like B2B marketing automation, the primary focus is growth, and I published some figures on that yesterday (repeated below). Since we do have revenue figures for the top four vendors, we can also look at their revenue per employee.

Why Are Marketing Automation Vendors Failing to Meet Their Customers’ Most Intense Need: Advanced Reporting?

InsightSquared

Marketing automation vendors are being cornered by a monster of their own creation. No doubt the marketing industry owes a debt of gratitude to the marketing automation industry.

Marketing Automation Selection: Finding a Future-Safe Vendor

Customer Experience Matrix

Marketers can do a better job of picking their marketing automation vendors if they roll up their sleeves and work at it. But you also need a vendor who will support your long-term success. Here are some ways to identify a “future-safe” vendor.

Vendor 212

Why Is Marketing Automation Maturity Still Woeful?

The Point

Almost 5 years ago, our agency conducted a survey to determine whether B2B companies were getting maximum value from their investment in marketing automation. Why does marketing automation as a whole continue to suffer from gross underutilization?

Microsoft Buys Marketing Automation Vendor MarketingPilot: Start of Something Big?

Customer Experience Matrix

Microsoft today announced the acquisition of marketing management system vendor MarketingPilot , which will become part of its Dynamics CRM group. B2B marketing automation systems are built for lead nurturing and provide a foundation adequate for that purpose.

Vendor 256

ABM Vendor Guide: Differentiators for Result Analysis

Customer Experience Matrix

and we wrap up our review of sub-functions from the Raab Guide to ABM Vendors with a look at Result Analysis. Not surprisingly, most of vendors who do ABM Result Analysis also do some sort of Execution (12 out of 16, to be exact). It's important to recognize that many of the Execution vendors will report only results of their own messages.

Vendor 120

Marketing Automation Vendors Are Not Delivering On Marketers’ Needs For Reporting And Analytics. Here’s Why.

InsightSquared

Marketers look to their marketing automation platforms (MAPs) not only to execute many of their demand generation activities, but also to understand the effectiveness of their marketing programs.

The top 3 things marketers want martech vendors to improve

chiefmartech

Participants in the study reported which capabilities they would like martech vendors to improve in order to better optimize marketing. Are you listening, my fellow martech vendor friends? Okay, martech vendors: the market has spoken.

Vendor 105

How PeopleHR Found the Right Marketing Automation Vendor

Marketing Action

Finding the best marketing automation vendor for your business can be a difficult proposition. In a lot of ways, it’s like searching for an email service provider (ESP), since email marketing is a key part of the functionality of most marketing automation platforms.

How Important Is Automation in B2B Sales?

Webbiquity

Ever since factory automation became commonplace, other business functions have embraced it as well. Automation removes laborious tasks from your workload and frees up your time to work on higher-level issues. Widespread Internet adoption introduced the concept of digital automation.

Vendor Selection: Writing a Good Requirements Document

Customer Experience Matrix

My last two posts (not counting this morning’s detour into Marketo-land) described common errors marketers make when selecting marketing automation systems. Specifically, they can do two things: improve the selection process itself and look beyond features to assess the vendors.

Vendor 216

Just Released: ABM Vendor Guide Gives Detailed Comparison of 40 ABM Vendors

Customer Experience Matrix

Some of pause was due to vacation, but mostly it was because I’ve been working feverishly to finish the Raab Guide to Account Based Marketing Vendors , which I’ve released today and you can purchase here. This was a huge project with the almost insanely ambitious goal of making sense of the ABM vendor landscape. What made it challenging wasn’t just gathering detailed information on 40 vendors but the variety of the vendors serving ABM needs.

Vendor 139

Guide to ABM Vendors: What's in a Complete ABM Stack?

Customer Experience Matrix

Yesterday’s post announced our new Guide to ABM Vendors , which helps marketers make sense of the confusing variety of ABM-related systems. Customized Messages and Execution can be found in non-ABM systems such as Web site personalization or marketing automation.* I know you really want to learn which vendors do which functions, but, as I also explained yesterday, that's not a simple question to answer. The first obvious question is how many vendors deliver each sub-function.

Vendor 120

B2B Marketing Automation Vendor Comparison -- Here's a Sample

Customer Experience Matrix

set their own weights for the different scoring categories and do detailed, side-by-side comparisons of vendors they select. Vendor names have been replaced with football teams and the specific details are excluded. In case it’s not obvious, you can move the little sliders on the “Sector Chart” tab to see how the different vendors move around depending on how you weight different categories of attributes. I’ve been having way too much fun working on my new industry report.

Ranking B2B Marketing Automation Vendors: How I Built My Scores (part 1)

Customer Experience Matrix

Summary: The first of three posts describing my new scoring system for B2B marketing automation vendors. I’ve finally had time to work up the vendor scores based on the 150+ RFP questions I distributed back in September. Vendor strength will be scored on a separate dimension.

Vendor 224

ABM Vendor Guide: Features to Customize Messages

Customer Experience Matrix

Moving along with our series on sub-functions described in the Raab Guide to ABM Vendors , let’s take a look at Customized Messages. The Guide lists just a half-dozen vendors in this category. That’s not because there are so few systems that do this: to the contrary, nearly any email, marketing automation, or Web personalization tool would fit the definition.

Vendor 120

ABM Vendor Guide: Special Features to Deliver ABM Messages

Customer Experience Matrix

Our tour of sub-functions from the Raab Guide to ABM Vendors has now reached Execution. As used in this Guide, execution may include direct integration with a delivery system, such as adding a name to a marketing automation campaign, sending a list of cookies and instructions to an ad buying system, or pushing a personalized message to a company Web site. Many can also push messages to other channels via marketing automation or CRM integration.

Vendor 120

B2B Marketing Automation Vendor Comparisons: New Report Next Week and The Coolest Sample Yet

Customer Experience Matrix

I suspect you may be getting tired of reading about the features in my new report comparing B2B marketing automation vendors, and want some actual information. This is scrambled data and vendor names are replaced by sports teams.

Sample 208

Picking Your Best Marketing Automation Vendor: One Size Won't Fit All

Customer Experience Matrix

Summary: Vendor scores from our new B2B Marketing Automation Vendor Selection Tool offer new proof of an old truth: there's no one best system for everyone. So vendors with mostly small clients are at the left, and vendors with mostly large clients are at the right.

Vendor 199

ABM Vendor Guide: State-Based Flows to Orchestrate Account Treatments

Customer Experience Matrix

Next up in this series on ABM sub-functions described in the Raab Guide to ABM Vendors : State-Based Flows. The Guide states: Vendors in this category can automatically send different messages to the same contact in response to behaviors or data changes. That was not part of many older marketing automation systems, although several vendors have now retrofitted their products to support to some degree. _ * via its Predictive Campaign integration with Eloqua.

Vendor 120

Marketing Automation Vendor Consolidation: Lessons from History

Customer Experience Matrix

Summary: consolidation isn't new among marketing software vendors. As I wrote in my June 30 post on consolidation among marketing automation vendors , I expect the number of competitors to shrink fairly quickly as new buyers concentrate their purchases among a handful of leading vendors. Will weaker marketing automation vendors merge with each other to establish a larger market presence? Other, less successful vendors simply vanished.

Vendor 174

SDL Buys Marketing Automation Vendor Alterian for $107 Million

Customer Experience Matrix

So, it turns out that while I’ve been obsessing over vendor selection workbooks, our friends at marketing automation vendor Alterian up and got bought last week by language technology vendor SDL for about $107 million. I’m most familiar with SDL as a Web content management vendor, although their financial statements show that just over 75% of their revenue comes from manual and automated language translation.

Vendor 181

Demand Generation Vendor Traffic Rankings

Customer Experience Matrix

Summary: Based on Web traffic rankings, new demand generation vendors with low prices are gaining market presence. Last November, after much consideration of alternatives , I settled on Alexa three-month Web traffic rankings as a reasonable way to measure the relative market presence of demand generation vendors. I revisited that data today, adding a few new vendors and dropping some of the very minor ones.

The 14 Best Marketing Automation Tools

Webbiquity

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.) Pricing: contact vendor. 9: The 14 Best Marketing Automation Tools.

Tools 259

How to Assess Marketing Automation Vendor Services Before You Buy - Yet Another Workbook

Customer Experience Matrix

I wrote yesterday about our new workbook for marketing automation cost estimates. Today I’ll describe the other one: evaluating vendor services. In terms of what you need, vendors offer three types of services: deployment: help with setting up your system support: help in operating your system after it’s deployed account service: help in growing your business. Buyers must understand those needs to know what they want a vendor to provide.

Vendor 163

Three Myths and Misconceptions About Email Automation

Act-On

Are you effectively using automation in your email campaigns? An even better question might be – are you even using automation in your email campaigns? Nowadays the demand for email marketing automation is bigger than ever. Myth #1: Automation is a time saver.

Email 266

From 2016 to 2017, 5X more marketing automation vendors were added than removed

chiefmartech

tl;dr — From 2016 to 2017, the marketing automation category of the marketing technology landscape grew yet again, by 36% , from 156 vendors to 212. Marketing automation remains a bellwether of martech. Specifically: 142 vendors remained unchanged from last year.

Raab Report: B2B Marketing Automation Vendors Are Making Incremental, Not Radical, Changes To Their Products

Customer Experience Matrix

Indeed, with 208 data points on 22 vendors, there’s so much data that it’s a challenge to make sense of it. Since we only added one new vendor for this edition and kept all the old ones, the vendor base itself is largely stable.

Vendor 193