How to select the perfect B2B data vendor


Just use this handy checklist of criteria, organized in three categories: the data product itself, the surrounding services that will help you get the most value from the data, and the factors that suggest the vendor candidate will be a satisfactory business partner for your company.

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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.

Lots of Vendors Can Help You Find Leads on the Web

Customer Experience Matrix

Some vendors only rank leads while others build multiple models for different purposes. • Whether the vendor sells prospect lists or only enhance names provided by the client. Whether the vendor provides lists of individuals as well as companies.

Vendor 214

Ranking the Demand Generation Vendors by Popularity (Yes, Life Really Is Just Like High School)

Customer Experience Matrix

My original plan had been to add several marketing automation vendors with significant presence in this market. My original set of products was based on a general knowledge of which companies are most established, plus some consultation with vendors to learn who they felt were their main competitors. Yet there are so many more vendors I could add. The general rule is pretty obvious: pick the vendors that people are most interested in.

Marketing attribution systems: a quick look at the options

Customer Experience Matrix

I’ve seen a lot of attribution vendors recently. Quick searches for "attribution" on G2 Crowd and TrustRadius turned up lists of 29 and 17 vendors, respectively – neither including Brightfunnel or Claritix, incidentally. A closer look found that 13 appeared on both sites, that each site listed several relevant vendors that the other missed, and that both sites listed multiple vendors that were not really relevant. How does the vendor do the attribution calculations?

POS 160

SIEM Solution Using Native AWS Tools


For most companies, implementing good security practices includes a combination of Log Management, Log Retention, Event Alerting, & Correlation. As your Security and DevOps teams evaluate these 3rd-party vendors, consider using some native AWS tools to solve for most of these requirements. There are many Security Information and Event Management (SIEM) solutions available from a variety of companies that address these concerns when hosting in Amazon Web Services (AWS).

Tools 152

Data Visualization Is Just One Part of a Dashboard System

Customer Experience Matrix

Dashboard systems must gather data from source systems; transform and consolidate it; place it in structures suited for high-speed display and analysis; identify patterns, correlations and exceptions; and make it accessible to different users within the constraints of user interests, skills and authorizations. Tags: dashboards business intelligence analysis systems vendor evaluation score cards

What's Next for the CDP Industry?

Customer Experience Matrix

It took some time for the vendors to realize that the database itself was ultimately more valuable than any one application, because the database was more central to their clients’ needs. That CDP vendors will continue to expand their footprint is obvious.

Upside Down on Marketing Priorities


As the analysts from Regalix state, marketers are not finding a direct correlation. However, it is due to the fact that they do not know HOW to make that correlation. Regalix Research recently published their State of B2B Marketing 2015 report.

10 Unintentional Intent Signal Mistakes to Avoid, Part Two


Don’t confuse causation with correlation. It’s easy to confuse causation with correlation. To help establish terms, if one action causes another action, then they are probably correlated. Is a surging account correlated with an in-market prospect?

How an Absence of Privacy Shield Certification Could Put your Brand at Risk


Fear mongering through an (ironic) influx of emails and messaging left many questioning their practices and those of their vendors. At NetLine, we take this seriously and are encouraging marketers to get savvy around vetting their vendors. What it says when a vendor doesn’t have it.

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

The main basis for my prediction is high growth that vendors reported in 2013, and in particular a trend towards higher revenue per client among the vendors who share that information with me. If I were an email vendor, I''d think about that one.

What is Lead Qualification?

Ignite Tech

Infer examines activity data from your MAP (and third-party sources) and compares this to purchase histories from your CRM to see how prospect actions correlate with the actual buying behavior of your customers.

Customer Data Platform Guide Reviews Tools to Build Marketing Databases

Customer Experience Matrix

But someone who only read industry news and vendor promotions might think all anyone had to do was to plug in the latest cool application and it would immediately be filled with fresh clean data like water from a tap. You’ll want to read those closely when you’re selecting a vendor.

Review 251

Using AI Subject Line and Copywriting Tools Successfully

Modern Marketing

Clicks are an acceptable compromise that gets you to statistical significance much more quickly with a metric that correlates to conversions far better than opens does.

Tools 252

7 Common Content Marketing Mistakes And How to Avoid Them

Marketing Insider Group

Hubspot’s recent research had similar findings in correlation of publishing frequency and generated leads. Other vendors, such as Outbrain , have a pay-per-click model, which allows you to only pay for the traffic you actually receive.

What happened in Vegas? My 8 Takeaways from Oracle’s MME

Bulldog Solutions

It is exciting to see where Oracle will expand the marketing technology stack to create more openness between platforms and the ability for larger enterprise organizations to see the benefits of reducing their number of solution vendors. . Causality vs. Correlation.

7 Biggest Content Marketing Mistakes And How To Avoid Them

Marketing Insider Group

Hubspot’s recent research had similar findings in correlation of publishing frequency and generated leads. Other vendors, such as Outbrain , have a pay-per-click model, which allows you to only pay for the traffic you actually receive.

Avoiding The Predictive Analytics #Fail In Demand Generation


For predictive analytics to be meaningful, they must identify those factors that are the best indicators of a potential purchase — so it requires drawing correlations in your data between these factors and revenue outcomes. *This post first ran in Demand Gen Report , April 19, 2016.

Improving the security of your containers in OCIR with Twistlock

Modern Marketing

To tackle these problems, Twistlock does three things: Uses over 30 upstream sources to source CVE information, then parses, correlates and consolidates the data into the Twistlock Intelligence Stream. By comparing multiple sources and going direct to vendors, Twistlock is able to provide a significantly reduced false positive rate vs. traditional vulnerability management tools. Introduction to OCIR.

1 Key SaaS Sales Metric to Fine-Tune Sales Productivity


Across the board, though, when comparing peer companies with similar sales models and at similar stages of growth, there is a strong correlation between growth and sales cycles. Sales is the Growth Engine. Sales is the engine driving SaaS company value.

10 Ways Artificial Intelligence Can Be Used in Marketing in 2020

Unbound B2B

Thankfully, some have seen these challenges as a business opportunity, and there are now several vendors providing Artificial Intelligence as a Service (AIaaS) to everyone.

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

Customer Experience Matrix

But most vendors serving the ABM space have taken a much narrower approach, either in providing data about accounts, managing campaigns against externally-built account lists, or providing account-level metrics such as coverage, engagement, and funnel velocity. Vendors who offered these things told me that the account-specific planning I imagined wasn’t practical and, in fact, was rarely done even by account teams in sales.

How to Structure your Market Development Funds for Digital Marketing

Computer Market Research

Vendors argue programs which feature MDF are in a world of flux, and partners–with limited digital marketing experience–struggle to execute these incentives. So, how can vendors more closely tailor market development funds to fit an evolving consumer landscape?

How to Structure your Market Development Funds for Digital Marketing

Computer Market Research

Many vendors argue that programs which feature market development funds are in a world of flux, and partners (with limited digital marketing experience) are struggling to adjust to end-customer’s transformative demands. Vendors realize partners are struggling with top-line revenue.

Three Things Twitter’s Marketing Team Needs to Do


I noticed in doing the research for my new book, The Ultimate Guide to Content Marketing Software , that the most successful vendors in each segment usually had a large, active Twitter following, while the least successful firms were missing or inactive on the platform.

When Sales and Marketing Collide – SMarketing

Marketing Insider Group

This doesn’t make sense and management teams are confusing correlation and causality. A vendor who believes in this may as well claim, “Christmas trees cause Christmas.”.

Sales 279

Marketing Automation Buyer Survey: Many Myths Busted but Planning is Still Key to Success

Customer Experience Matrix

Other answers revealed that satisfaction also depended on taking enough time to do a thorough vendor search, on evaluating multiple systems, and (less strongly) on using multiple features from the start.

Survey 271

Why Inflated Lead Scores are Tanking Your Marketing ROI


While in the past prospects followed a more linear journey—from identifying a problem, to searching for solutions, to selecting a vendor—today’s buyers follow a less direct path. Lead scoring isn’t the problem, the score’s correlation with actual buying intent is.

Why Workfront Chose Mintigo to Strategically Expand Up Market and Drive More Pipeline


While Workfront had numerous other data sources, he knew from experience how difficult it would be to create a sufficiently well-defined ICP on their own by gathering together all relevant data points and developing an understanding of the correlations between variables.

3 Ways Quality Intent Data Improves Your Demand Gen Strategies


You spent significant time and money building up your email list and there seemed to be a direct correlation to the number you sent and the results your email marketing generated. Third-party intent data has been available for years—but it’s difficult to know which vendors you can trust.

3 Enterprise Lessons Learned From MME16

Modern Marketing

In his keynote address, Oracle CEO Mark Hurd called out the macro economic trends by framing up the pressure he and his peer CEOs are under to perform, correlating that pressure as to why we as marketers need to respond with tangible results.

Eloqua 205

High Touch or Low Touch? Maybe That’s Not the Right Question

Modern Marketing

A rebuttal to my point (I can hear it being yelled) is that vendors must preserve the ability for their highest ARR (annual recurring revenue) customers to be successful at all costs and that high touch programs offer the level of attention those customers expect and require.

B2B Budgeting for 2015: 10 Key Marketing Research Reports & Guides

KoMarketing Associates

It provides insight into how B2B vendors need to reconsider digital marketing initiatives to keep up with buyer demand and expectations. Searchmetrics’ SEO Rank Correlations And Ranking Factors 2014.

Budget 331

Making Big Data Actionable for Paid Search Optimization


Plus you can collect browsing behavior and seemingly unrelated data on the sidelines that ultimately may correlate to some future value. With big data, correlations trump causation. and turns the problem into a game of correlations. There is a correlation.

How to Use the Tech Stack to Displace Competitors


If the incumbent vendor – your competitor – lacks any feature that you have, Battey says, you can ask your prospect how they’re going about gaining the value your feature gives. More data = more noise, amirite?

You’re Wasting Your Time on Social Media


For many companies, especially B2B vendors, these are completely unrealistic, impractical expectations. For many B2B companies, keeping up with SEO trends is a much more worthwhile investment, as this will directly correlate to bumping your website higher and higher on search engine rankings.