Customer Experience Matrix

MARCH 2, 2015

But from Autopilot’s own perspective, its real differentiator is simplicity. The company’s other differentiator is a seriously aggressive pricing model. The current approach makes Autopilot easier to adopt although it also reduces the difference between Autopilot and other “marketing platforms” that have their own app stores.

Multi-Channel 120

Multi-Channel Marketing Automation Services Enterprise Management Marketing Management 120

Customer Experience Matrix

FEBRUARY 23, 2018

But in discussions with CDP vendors, it turned out that they weren’t necessarily differentiating between on-premises private clouds and off-premise private clouds, which might be running on private servers (think: Rackspace) or as “virtual private servers” on public clouds (think: Amazon Web Services).

Enterprise Management 120

Enterprise Management Vendors Comparison Amazon 120

Customer Experience Matrix

AUGUST 22, 2016

The idea was that functions define major categories of systems, while the sub-functions differentiate systems within each category. Last week’s posts introduced our new Raab Guide to ABM Vendors ( buy it here ) and introduced a framework four process ABM steps, six system functions, and six key sub-functions.

Enterprise Management 120

Enterprise Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

AUGUST 25, 2016

Differentiators include: channels supported (display advertising, social advertising, CRM, marketing automation, email, direct mail, telemarketing, text, mobile apps, content syndication, etc.) Most Execution firms in the Guide specialize in a particular channel, such as display advertising, social media advertising, Web content, or email.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Account Based Marketing 120

Customer Experience Matrix

APRIL 26, 2016

The differential suggests that buyers saw little potential for growth in the businesses that Teradata is selling. It’s true that Teradata lost $45 million on the marketing applications business last year, but that’s still less on a percentage basis than Marketo’s loss of $71 million.

Resource Management 120

Resource Management Marketing Management Planning Business 120

Customer Experience Matrix

NOVEMBER 21, 2014

In any event, there are several differentiators that determine whether a product like Sailthru is suitable for a particular situation. A marketer looking for personalization solutions might add Sailthru to her list of options, but wouldn’t know whether it''s a good or poor fit without digging much deeper. Perhaps I shouldn''t complain.

Lead Ranking 120

Lead Ranking Ideal Customer Profiles Personalization Classified Ads 120

Customer Experience Matrix

FEBRUARY 9, 2012

NurtureHQ hopes to differentiate itself as “dead easy marketing automation”, which it arguably is. Still, I’m not entirely ready to give up on technology as a major differentiator. Definitely take a look if you’re in that market for that sort of product. But there’s my problem: “that sort of product” is widely available already.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

FEBRUARY 13, 2014

But there are still significant differentiators. So far, every differentiator on this list can point to at least some measure of success. Sure, all marketing automation products share the same core features: email, landing pages and forms, web behavior tracking, nurture campaigns, lead scoring, CRM integration, and reporting.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

JUNE 4, 2013

The smart ones (and that''s most of them) already have a strategy in place to differentiate themselves from the big industry leaders. Small, independent marketing automation firms already had a tough time selling against big competitors, so this only makes their lives marginally harder. Tougher for marketing automation in the long term.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

OCTOBER 30, 2014

By now, you can probably recite along with me as I list the key differentiators for predictive systems. Now, Sailthru is interesting in its own right – it’s a Customer Data Platform with strong decisioning capabilities – but they’ll have to wait their turn. This week, I’ll stick with Wise.io. Let’s run through them with Wise.io

Lead Ranking 120

Lead Ranking Enterprise Management Marketing Automation Services Work Management 120

Customer Experience Matrix

DECEMBER 29, 2010

The acid test is when the individual vendors scores are plotted -- are different kinds of vendors pretty much where expected, without each category being so tightly clustered together that there's no meaningful differentiation? The charts below show the results, without revealing specific vendor names.

Marketing Automation Services 120

Marketing Automation Services Vendors Marketing Automation Paid Search Agency 120

Customer Experience Matrix

MAY 21, 2012

Conversen is somewhat similar to Entiera in offering sophisticated multi-step campaigns, although its main differentiator is multi-channel dynamic content that makes it relatively easy to deliver different messages to different segments across multiple channels. See my review from February 2010 for a more detailed explanation.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Advertising Agencies Marketing Automation 120

Customer Experience Matrix

DECEMBER 13, 2014

The very first stage of the model, Level 0, involves no differentiation at all: every customer is treated the same; in fact, customers may not even be identified. But there were still some new insights from BlueConic’s hands-on experience. Some that particularly struck me are: Listening first.

Paid Search Agency 120

Paid Search Agency Advertising Agencies Multi-Channel Work Management 120

Customer Experience Matrix

MAY 21, 2015

Teradata itself sees its primary differentiator as analytics. As readers of this blog know well, I feel all media (owned, earned, paid) and all users (anonymous and known) should be managed together.

Resource Management 120

Resource Management Hubspot Marketing Automation Services Enterprise Management 120

Customer Experience Matrix

OCTOBER 19, 2010

Alsa Marketing , a Montreal-based firm that launched its product in June, has one significant differentiator: it supports multiple languages (French, Spanish and English) in its user interface and in lead profiles. This leaves unique features as the only viable strategy for a new firm.*

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120

Customer Experience Matrix

MAY 4, 2011

The revenue differential isn’t as large ($3.5 For those of us used to thinking of Salesforce.com as the 900 pound gorilla, it’s disorienting to see Salesforce on the Intuit App Center, rather than the other way around. But it does make sense. Intuit has more than 4 million customers, compared with 90,000 for Salesforce.com.

Salesforce.com 120

Salesforce.com Marketing Automation Services Marketing Management Small Business Marketing 120

Customer Experience Matrix

JULY 22, 2011

In other words, the app markets are useful but not huge strategic differentiators. They instead extend the functionality of the core product and, mostly, simplify integration with other products that already exist independently. Acquisitions, on the other hand, can be strategically decisive.

Hubspot 120

Hubspot Marketing Automation Services API Salesforce.com 120

Customer Experience Matrix

FEBRUARY 7, 2016

Of course, there are plenty of other points that differentiate these systems. Systems may do this at different levels of detail, with different levels of sophistication in the optimization, and with different degrees of integration to media buying systems.

Marketing Attribution 120

Marketing Attribution Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JANUARY 8, 2007

When every customer has a unique relationship with a company based on personal preferences, the value of the brand (and its potential for competitive differentiation) rests more in product/service communications, distribution and delivery than in the product or service itself.”

Brand Identity 120

Brand Identity Branding Lead Ranking Paper 120

Customer Experience Matrix

APRIL 5, 2011

It seems to me that this approach is actually a more important differentiator for Whatsnexx than its state-based logic. The company has existing Infogates for Salesforce.com, Constant Contact, Deliva and CakeMail. It will add new Infogates as required by customers.

Work Management 120

Work Management Campaigns Salesforce.com Marketing Automation Services 120

Customer Experience Matrix

AUGUST 29, 2013

This is one of the major points of differentiation among vendors in this space, so it’s worth understanding exactly what kind of scores each company provides. But I haven’t done any testing or seen anyone else’s test results – so all I can say is that wise buyers will test for themselves before making a choice.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Ideal Customer Profiles 120

Customer Experience Matrix

NOVEMBER 7, 2011

In fact, given that most systems can meet your basic needs, functions may not be the most important differentiator. But functionality isn’t the only thing you need to consider in a vendor.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Vendors 120

Customer Experience Matrix

MAY 15, 2011

Where is the differentiation potential? • . • Data processing performance profiles are well understood. This makes it very easy to scope a system or project. Cons: • Let’s admit it; all homogenized milk tastes the same. In the process of conforming to a standard more detailed data is lost. year breaks?

Data Hygiene 120

Data Hygiene Stats Conference Work Management 120

Customer Experience Matrix

MARCH 26, 2009

In fact, if they're any kind of marketers at all, they'll argue it's a competitive differentiator. I don't expect this news to change the minds of vendors who made the opposite decision. But at least I'll feel more justified the next I tell one of them I disagree with their choice.

Enterprise Management 120

Enterprise Management Marketing Automation Services Work Management Marketing Management 120

Customer Experience Matrix

JANUARY 5, 2010

But as older vendors revamp their interfaces, it will become harder for buyers to differentiate along those lines. I don’t need to remind you that usability is a critical point of competition among industry vendors.

Marketing Automation Services 120

Marketing Automation Services Manticore Market2Lead Marketing Automation 120

Customer Experience Matrix

MAY 11, 2010

Despite this, some marketing software includes extensive measurement features and some vendors have even attempted to differentiate their products with those features. It’s why seatbelts are required by law – because many buyers won’t pay extra for them despite their proven value. Speedometers too, come to think of it.)

Advertising Agencies 120

Advertising Agencies Vendors Paid Search Agency Education 120

Customer Experience Matrix

AUGUST 5, 2008

Specifically, the two big differentiators of Vertica are its use of sorted data and of shared-nothing (MPP) hardware. But it’s always good to hear things straight from the source. The briefing pretty much confirmed what I already knew and have written here and elsewhere.

Paid Search Agency 120

Paid Search Agency Verticals Differentiation Paper 120

Customer Experience Matrix

FEBRUARY 14, 2008

The question now is whether other data quality vendors will take a similar approach or this will be a long-term point of differentiation for DataFlux. But even so, they have done well to recognize and seize the opportunity when it presented itself. Not everyone is quite so responsive.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 120

Customer Experience Matrix

JANUARY 25, 2007

It defines a “closed loop process” as one that “successfully brings together the right metrics, differentiating capabilities, and integrated and sophisticated technologies.” What they really mean by that will sound very familiar to regular readers of this blog.

Ideal Customer Profiles 120

Ideal Customer Profiles ROMI Paper Barriers 120

Customer Experience Matrix

APRIL 3, 2007

Now that I’ve had some time to sift through the materials I assembled, it’s possible to make some more precise observations about what differentiates the different systems. (And if it’s on the Web, it might be true, right?) Voting vs. Ad Serving: this seems to be the Great Divide. and three mention mobile ad serving, but none mention both.

Mobile Marketing 120

Mobile Marketing Marketing Management Paid Search Agency Web 2.0 120

Customer Experience Matrix

JUNE 30, 2010

The window for new entrants is rapidly closing, so any new player will need a major differentiator that creates a clear advantage and distinct identity. The survivors will serve particular market segments: primarily small vs. large businesses, plus possibly some vertical industry specialization.

Loopfuse 120

Loopfuse Marketing Automation Services Enterprise Management Marketing Management 120

Customer Experience Matrix

MARCH 22, 2010

Although integrated multi-channel delivery is indeed a key differentiator for ClickSquared, the firm also offers its own campaign management system, called “Click 3G”. In a post last week , I casually described ClickSquared as a vendor delivering multi-channel messages for external campaign management systems. This was not wholly accurate.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Multi-Channel 120

Customer Experience Matrix

OCTOBER 6, 2006

One is that operational excellence is not enough: companies must also differentiate among their customers during operational contacts so each customer can be treated appropriately. This has important practical implications.

Planning 120

Planning Paid Search Agency Deliverability Segmentation 120

Customer Experience Matrix

JANUARY 18, 2007

The paper has plenty of the usual buzz words (customer advocacy, moments of truth, brand promise) but what stands out is a relatively unfamiliar (to me at least) claim that “emotive attributes…present the greatest opportunity for differentiation in the marketplace.”

Paper 120

Paper Work Management Marketing Management SIC 120

Customer Experience Matrix

FEBRUARY 2, 2010

Control is also a major differentiator when it comes to marketing measurement. focused on lead generation) than their consumer marketing brethren. Perhaps the proudest claim of database marketers is that all their efforts are highly and precisely measurable.

Database Marketing 120

Database Marketing Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

AUGUST 18, 2016

Second, I needed to identify differentiating features within each function: those are what buyers should consider when deciding which vendors to use. In the table below, the comments describe the differentiators that occur within each sub-function.

Work Management 120

Work Management Marketing Automation Services Marketing Management Account Based Marketing 120

Customer Experience Matrix

AUGUST 24, 2016

My last post used data from our new Guide to ABM Vendors to describe differentiators among companies that provide external data for account based marketing. Let’s continue the series by looking at differentiators related to Target Scoring, the second sub-function related to the ABM process of identifying target accounts.

Lead Ranking 120

Lead Ranking Vendors Account Based Marketing Lead Scoring 120