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

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New Tools Automate Insertion Orders, Vendor Bills, Reconciliations, and Payments

Bionic

Vendor Bills – Automate the process of receiving, organizing, and managing vendor bills related to the delivery of advertising media. Reconciliations – Automate the process of reconciling vendor bills against IOs, delivery, and performance. Reconcile Vendor Bills.

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. I considered labeling this a "landscape of landscapes" but quickly realized that (a) it's not all that witty and (b) six vendors isn't enough. I did look at every vendor shown in the graphic and each includes at least some marketing systems.

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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. I had much less data to work with relating to vendor strength and there are many fewer conceptual issues. This reflects the fact that buyers really do want vendors who have experience with similar companies.

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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. The table below shows results for each strategy for each set of vendors, grouped by the major strategy categories. Most vendors used more than one strategy. b2b marketing automation marketing automation vendor strategies

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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. We work with both enterprise and mid-market companies , and at the lower end of that spectrum, we find the main factors driving clients’ decision to switch to a different marketing automation platform are: 1) cost, combined with.

Ranking B2B Marketing Automation Vendors: Part 2

Customer Experience Matrix

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. The only necessary assumption is that vendors offer the features that their target buyers need most. For this analysis, I first calculated the average score for each feature in each vendor group.

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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 described the old methods in the first two posts of the series, The Seven Deadly Sins of Marketing Automation System Selection and Marketers Do a Bad Job Selecting Marketing Automation Systems. You’ll find a helpful (and free) vendor selection workbook in the Resources section of the Raab Guide site.

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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 176

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. This isn’t a new service for Radius but it’s one that only some of the other predictive modeling vendors provide. Needless to say, it’s a great way for Radius to show off its highly automated model building and the extent of its data.

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.

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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. But other marketers should also find them helpful as they try to understand each vendor's business situation and determine how well it matches the marketer's own needs.

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. That’s the conclusion of a new InsightSquared and Heinz Marketing report, titled “ Marketing Automation Platform (MAP) Satisfaction Survey 2018: Are Marketing Automation Vendors Still Meeting the Needs of Today’s Marketer?”. 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. Past innovations: a history of advanced thinking shows the vendor understands marketers’ needs and suggests they'll adapt well to the future. These are still surprisingly rare in B2B marketing automation systems.

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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. It has a pretty low profile in the B2B marketing automation world, partly because it serves a mix of B2C and B2B clients but mostly because it started as a marketing operations management system. B2B marketing automation systems are built for lead nurturing and provide a foundation adequate for that purpose.

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A Guide to Marketing Automation

Zoominfo

While marketing professionals understand marketing automation can streamline essential processes, many do not leverage these systems to their full advantage. Whether it be getting key stakeholders onboard, or simply deciding which tasks are going to be automated, jumping right into anything without carefully thinking it through will make any marketing professional cringe. Marketing automation is beneficial. What is Marketing Automation, And Why is it Important?

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.

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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.

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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.

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. This is what the findings were in a study done by Heinz Marketing and InsightSquared titled, Marketing Automation Platform (MAP) Satisfaction Survey 2018: Are Marketing Automation Vendors Still Meeting the Needs of Today’s Marketer?

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.

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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

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

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. The conclusion: most B2B companies were failing to follow even the most basic lead management best practices, even in areas that one would assume were a primary business case for purchasing marketing automation in the first place. Why does marketing automation as a whole continue to suffer from gross underutilization?

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 179

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 169

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. This post will focus on the selection process and the next will talk about judging vendors. But don’t think you’re writing the document for vendors.

Vendor 159

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? Blindly tossing data, one way, over an API wall, is a far cry from support for two-way data synchronization, seamless workflow automation across apps, and embedded UI of apps within primary platforms. Okay, martech vendors: the market has spoken.

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.

Vendor 156

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. I have never liked those charts because so many buyers consider only the handful of anointed “leaders”, even though one of the less popular vendors might actually be a better fit. Vendor strength will be scored on a separate dimension.

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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 156

Why do Marketers Switch Marketing Automation Solutions?

Oracle

When speaking with leading enterprise marketers who chose to re-platform, many expressed the need to change their marketing automation system due to issues with vendor support, price, performance, scalability and sometimes their own ability (or inability) to work with IT. Many vendors have solutions which are perfectly suited for small to medium-sized organizations. ” Switching to a new marketing automation solution can be a sizable commitment of money and effort.

Booking Demos for SaaS Vendors Made Easy

ActiveDEMAND

An appointment scheduler that’s part of your marketing automation system pre-fills information the system already knows, gives better-connected conversion data to ad platforms, better informs user journeys, and lets you better customize your marketing and digital platforms for your clients. Best of all, because marketing automation systems include a lot of automation tools, you can easily automate and manage your bookings and client meetings.

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. It lets you do what I think most buyers really want, which is to compare selected vendors side by side on their specific features. This is scrambled data and vendor names are replaced by sports teams. vendor rankings demand generation marketing automation marketing software evaluation

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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. The one point I make every time I discuss software selection is that you have to find a vendor that matches your own business needs. My reluctance to contribute to this error is the main reason I’ve carefully avoided any formal ranking of vendors over the years. for vendor fit.

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9 Things Marketers Need from Marketing Automation Vendors and Consultants – Part 1

ANNUITAS

Approximately 12 years ago, a new technology emerged and a new software category called “marketing automation” was born. Since then, the marketing automation space has grown consistently and significantly, and is now is at the precipice of going mainstream. According to SiriusDecisions , 40% of organizations will own automation by the year 2016. It seems each and every week that a new consultancy is born or another marketing automation company jumps into the fray.

Vendor Selection Best Practices, Predictive Marketing Explained, Content Marketing Integration, and Other New Papers on Raab Web site

Customer Experience Matrix

What Matters Most In Selecting Marketing Automation explores survey results that highlight common errors when buying a marketing automation system and offers recommendations for how to avoid them. Questions to Ask When Selecting Your Customer Data Platform helps marketers to understand what a CDP is, whether they need one, and what specific questions to ask vendors when trying to pick the right system.

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