Remove Campaign Remove Leads Remove Market2Lead Remove Marketo

First Look at New Marketo Release

Customer Experience Matrix

I’m going to diverge just slightly from my current obsession with usability to talk about a conversation I had today with Marketo President and CEO Phil Fernandez, who previewed the 3.0 The company also reworked the user interface--of more than 200 total changes in this upgrade, about 75 were tied to usability--although it still takes the same basic approach of building campaigns as lists of steps, rather than branching flow charts.

Marketo's Enterprise Edition and Revenue Cycle Management: Looking Under the Hood

Customer Experience Matrix

Summary: Marketo continues to follow its own path. Enterprise Edition adds the complex security needed by large organizations but sticks to simple campaign flows. I finally caught up with Marketo for a briefing on their Enterprise Edition (announced in March) and Revenue Cycle Analytics (announced in May). Since both are somewhat old news, and Marketo describes them in detail on its Web site, I’ll just make a few comments. It seems that Marketo disagrees.

Trending Sources

Multi-Step Campaign Interfaces: A Quick Vendor Survey

Customer Experience Matrix

The area where this comes up more often than any other is the design of multi-step campaign flows. These organizations have marketing operations staff members whose entire job is to set up campaigns. But the vast majority of demand generation systems are installed in much smaller marketing departments, where setting up campaigns is just a fraction of the user's job. If you read this blog regularly (and who doesn't?), you know that I see a lot of demand generation systems.

Demand Generation Usability Scores - Part 3

Customer Experience Matrix

Explicitly direct leads from one campaign to another. Users can directly send leads from one stage in a campaign to a different campaign. The underlying logic was explained in last Friday's post : marketers running complex programs need precise control over flows among many different campaigns. Marketo gets a half point because it can direct leads to lists, which in turn feed campaigns, but not to campaigns directly.

Demand Generation Usability Scores - Part 2

Customer Experience Matrix

This post will continue with the scores for items that apply to usability for simple campaigns. Build a campaign as a list of stages. Users can build a simple campaign by defining a linear sequence of stages. As discussed in last Friday's post , I see this is one of two truly key features for making simple campaigns easy to build. The primary alternative, laying out a campaign on a Visio-style flow chart, is harder for most marketers to grasp.

Demand Generation Usability Scores - Part 1

Customer Experience Matrix

Because usability includes both ease-of-use and the suitability for a given task, a single usability score would be misleading because it must either favor construction of simple campaigns or of complex campaigns. In working through the checklist items themselves, I quickly realized that some items apply to usability for both simple and complex campaigns. The final piece of background is my definition of simple vs. complex campaigns.

Getting Closer to My Usability Ratings

Customer Experience Matrix

In particular, they helped me to clarify the distinction between small campaigns focused on a specific treatment (e.g. I’d already noticed that the simplicity-focused vendors ( Marketo , Infusionsoft , OfficeAutoPilot and, as of yesterday, ) build their campaigns as a list of steps with no branching flows. (To What I realized while writing my posts on Marketo and is that you can’t view the individual campaigns in isolation.

Marketing Automation Trends for 2010


Kevin Joyce , CMO, Market2Lead. Manager, Inbound Marketing, Marketo. The vast majority of leads generated on a website never have a meaningful conversation with a sales rep. If there is no mechanism to pass the lead back to the marketing team (in an automated or semi-automated fashion), the lead is gone forever. If you aren’t recycling leads (and most marketers aren’t), you are wasting a significant percentage of your marketing dollars.

Twitter - Content - Lead Nurturing - Best of B2B Marketing

B2B Marketing Zone Posts

8 Tips for generating high quality leads that sales people love - B2B Lead Generation Blog , August 13, 2009. What IS and ISN’T Lead Nurturing - B2B Lead Generation Blog , August 26, 2009. Marketo’s Ebook: A Lesson In Content Marketing - Direct Connections , August 10, 2009. The #1 Factor in Executing Effective Campaigns - Market2Lead , August 28, 2009. Getting Going with Lead Nurturing - Marketing Genius Blog , August 27, 2009.

B2B Lead Management Market Heats Up

delicious b2bmarketing

Home Forrester Research « Getting Up Close and Personal | Main | Social Technographics Data Now Available » March 20, 2008 B2B Lead Management Market Heats Up [Posted by Laura Ramos ] Since the start of this year, I’ve been receiving a boatload of briefing requests from companies wanting to show me their lead generation and management solutions. Most recently, Marketo just announced their lead management solution. We marketers are good at creating campaigns.

Marketing Automation System Trends: What We Found in the Raab Guide

Customer Experience Matrix

I’m pleased to report that the 2010 edition of the Raab Guide to Demand Generation Systems is officially available today, with updated entries on all vendors (alphabetically: Eloqua , Manticore Technology , Market2Lead , Marketbright , Marketo , Neolane and Silverpop Engage B2B ). At least three vendors (Eloqua, Marketo and Silverpop) introduced new features aimed at improving marketers’ ability to use social media.

Low Cost Systems for Demand Generation

Customer Experience Matrix

My new obsession with Twitter (follow me as @draab) has led to several messages from people who seemed to have trouble choosing between Eloqua and Marketo. This is a bit perplexing, since those products are at the opposite ends of the spectrum: Marketo being relatively low cost / limited functionality / easier to learn, and Eloqua being higher cost / richer functionality / takes more training. They focus on email nurturing campaigns and marketing measurement.

Demand Generation Usability Scores - Part 4

Customer Experience Matrix

The main result of the conversations so far has been to clarify the items related to lead routing. Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B complex 11 8.5 Specialized features to manage those campaigns are available from several vendors, but they're not necessarily the ones with the highest scores for all campaign management features combined.

LucidEra Takes a Shot at On-Demand Analytics

Customer Experience Matrix

Rather, it sells preconfigured applications that use the platform for specific purposes including sales pipeline analysis, order analysis, and (just released) sales lead analysis. Campaign analysis in demand generation systems. The question here is whether most demand generation systems ( Eloqua , Vtrenz , Marketo , Market2Lead , Manticore , etc.) import sales results from CRM systems to measure campaign effectiveness.