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

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.

Vendor 152

ABM Vendor Guide: Features to Look for in Target Scoring Vendors

Customer Experience Matrix

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. As the Guide defines it: Vendors in this category use statistical techniques to select target accounts.

Vendor 120

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

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. So the customization vendors in the Guide either provide customization to support a different ABM function such as display advertising (Demandbase, Kwanzoo, Vendemore) or have a broadly-usable customization tool they have targeted at ABM applications (Evergage, SnapApp, Triblio).

Vendor 120

What Do B2B Buyers Really Want from Vendors?


They turn to their vendors for assistance. When we asked survey respondents if they would be more likely to work with a vendor who questioned their way of doing business by, for example, highlighting an organizational pain point or weakness they weren’t aware of, 65% replied, “Yes.”.

Simple Questions to Screen Customer Data Platform Vendors

Customer Experience Matrix

I’ve been working for months to find a way to help marketers understand the differences between Customer Data Platform vendors. The final list also includes a few features that are present in all CDPs (or, more precisely, in all systems that I consider a CDP – we can’t control what vendors say about themselves). Now that the list is set, the next step is to research which features are actually present in which vendors and publish the results. Vendor-neutral access.

Vendor 150

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

Deepening B2B customer relationships with “the funnel beyond the funnel”


Plus, as product development cycles get shorter and shorter, companies are learning that the only way to create differentiation between themselves and their competition is to concentrate on the holistic customer experience.

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ABM Vendor Guide: What to Look for in External Data Sources

Customer Experience Matrix

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. The idea was that functions define major categories of systems, while the sub-functions differentiate systems within each category. But the sub-functions are still important for stack design and vendor selection. Yet there’s probably more variety among the vendors in this category than any other.

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4 Trends That Show How the B2B Technology Buyer & Vendor Relationship is Changing


Is the dynamic between tech buyers and vendors changing in 2018? This post from Chanell Alexander at TrustRadius explores their recent findings on the disconnect between B2B tech buyers and vendors - and outlines how vendors can gain a competitive edge. The Disconnect Between B2B Tech Buyers and Vendors. So, how effective are vendors today at meeting buyer expectations and aligning with their purchasing journeys?

Differentiate or die! It’s the digital marketing curse…


While I am usually preaching differentiation to large businesses , I have been working with a lot of small businesses lately in my workshops and online courses. And some of them aren’t always happy about my advice, because their differentiation has always been about their location.

3 marketing technology myths we’ll debunk at the vendor-agnostic MarTech conference


As the world’s largest, vendor-agnostic marketing technology conference, MarTech gives you real-world insights into the good, the bad, and even the ugly of procuring, implementing, and operating marketing technology solutions. 100+ Martech Vendors on One Level Playing Field.

How PeopleHR Found the Right Marketing Automation Vendor

Marketing Action

Finding the best marketing automation vendor for your business can be a difficult proposition. He determined three areas of differentiation for his organization: real-time response, robust CRM integration, and strong support.

Getting the Most Out of Google Shopping as a B2B E-Commerce Vendor

KoMarketing Associates

Google Shopping Challenges for B2B E-Commerce Vendors. However, these challenges shouldn’t necessarily prevent B2B e-commerce vendors from integrating their products into Google Shopping.

Vendor 156

Multi-Step Campaign Interfaces: A Quick Vendor Survey

Customer Experience Matrix

Naturally, the vendors showing them to me have all thought very carefully about their designs and made the best choices they could, typically based on feedback from their customers. So I thought I'd take a little scan of the demand generation systems I've looked at to see how the vendors themselves had voted. I don't expect this news to change the minds of vendors who made the opposite decision. Here, then, is a list of vendors (alphabetically) and their interfaces.

Vendor 120

How to Compare Demand Generation Vendors: Choosing Summary Measures

Customer Experience Matrix

I’ve more or less decided to offer a free summary of the demand generation vendor information in the Raab Guide. This might cost me a few sales, but it will enable many more people to benefit from the Guide’s contents and will make the Guide more valuable to the sponsoring vendors. This suggests the summary should contain two components: a self-evaluation where people describe their situation, and a scoring mechanism to compare their needs with vendor strengths and weaknesses.

9 Things Marketers Need from Marketing Automation Vendors and Consultants – Part 2


In our last post , we introduced a list of 9 things marketers need from marketing automation vendors and consultants. We came up with this list to help make sense of “the noise” being generated by software vendors and service providers in the space (yes, we are one of those providers). Over the last few years, many consultants and vendors have been using the “quick and easy” language in their marketing and sales lingo.

9 Things Marketers Need from Marketing Automation Vendors and Consultants – Part 2


In our last post , we introduced a list of 9 things marketers need from marketing automation vendors and consultants. We came up with this list to help make sense of “the noise” being generated by software vendors and service providers in the space (yes, we are one of those providers). Over the last few years, many consultants and vendors have been using the “quick and easy” language in their marketing and sales lingo.

Get Off the Commodity Bus!

What Works - What Doesn't

Do you feel like you’re stuck trying to differentiate yourself in a crowded, “me-too” market like, for example, local IT service providers? What’s worked for you in differentiating yourself or your clients?

Oh, the Irony! Do Demand Generation Vendors Have A Sound Marketing Strategy?

Customer Experience Matrix

There are literally dozens of vendors offering “demand generation” software, which can be roughly defined as systems to generate and nurture leads before turning them over to sales. It’s a situation that cries out for vendors to specialize in different customer segments, but so far the only division along those lines seems to be that some vendors focus on small businesses while others target mid-size and larger organizations. This post was going to profile one such vendor.

How to Break Free of the Pack? Differentiate for Success

The ROI Guy

So how can you best differentiate your offerings and break free from the pack? As you try to differentiate for success, doing all you can to match the right combination of capabilities to their given situation , and align offerings to help them realize a business result is essential. Competition has never been greater for customer mindshare. Sales cycles are extended, more stakeholders are involved in each decision, and more competitors seem to be invited into every deal.

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

5 Questions Every Business Website Must Answer


The problem is defined, the solution set narrowed, and now it’s time to choose between competing vendors. This is where you differentiate yourself from the pack. Twitter, YouTube videos, text messaging…there’s no question attention spans are short.

3 Questions to Help You Audit Your Positioning Statement


Give the prospect a break – differentiate! ” Failure to differentiate creates market confusion and that inevitably leads to longer sales cycles. As you can see, lack of differentiation is a problem in the BI market, one that has persisted for at least three years.

The Seven Sins of Marketeing Automation System Selection

Customer Experience Matrix

The immediate result is you can’t factor those items into your vendor evaluation. Formal, written requirements provide a framework to prioritize your needs, explore them with vendors, and make a complete, consistent assessment of what you learn. Let the Vendor Drive.

B2B Vendor, Customer Perspectives Differ on "Affinity"


The CMO Council recently released a major study entitled Profitability from Customer Affinity , on the difficulty faced by vendors in establishing customer-centric business practices. The small cost differential didn't justify the hassle of switching, so I stayed with Comcast.

Spotlight on Staff Bios as a Marketing Tool


As a B2B marketer with a focus on the professional services industries, I can’t stress enough the importance of “selling” people over services in this battle for differentiation. When I choose a vendor specifically for a service the most important element is trust.

Tools 68

Six Ways to Gain Influence With B2B Buyers

B2B Marketing Directions

One survey included 438 individuals who played a key role in a significant business technology purchase during the previous year, and the second was a survey of 240 individuals who worked for business technology vendors in a marketing or sales capacity.

Oracle Marketing Cloud Named a Leader in Gartner's Multichannel Marketing Hub Magic Quadrant

Modern Marketing

Connected customer data across the entire marketing and customer experience platform has been a strategic focus for Oracle and something we feel will become an even greater differentiator going forward.

Building Your MarTech Stack Into an Ecosystem

Modern B2B Marketing

Marketing teams are under tremendous pressure to do more, produce better results, and to incorporate the latest technology in the hopes that it will increase competitive differentiation. There are a number of sources available to discover new products (CabinetM, Capterra, G2 Crowd, Trust Radius) but narrowing down a category of vendors is challenging. The Current Vendor Process. Vendor Strategy Realized.

Build 88

B2B Buyers Invest in Solutions To Generate a Competitive Advantage

KoMarketing Associates

Some of the factors B2B buyers weigh when it comes to working with B2B solution providers are whether the vendor can support their company goals (77.1 percent) and sharpen competitive differentiation (68.2 percent) claim they do not like vendors who talk too much about themselves or try to get to know their company. They also try to steer away from those who act more like vendors than partners (19.6

What’s your story? It’s your most important sales weapon.

The Forward Observer

With a compelling sales story you can quickly break through, differentiate your company, build trust and preference, and justify a premium price. One of the biggest benefits of a strong sales story is that it helps differentiate your company.

The Single Most Important Element for Increasing B2B Lead Gen and Sales


Clearly the suggestion isn’t that enterprise software vendors should start taking out print advertisements in Vogue magazine, or that machine tool manufacturers should invest in splashy commercials on The Golf Channel. This post originally appeared on MarketingProfs.

Positioning in the BI Marketspace: A Herd Mentality?


There are two opposing explanations for this kind of “me too” positioning, an approach which provides companies with no real differentiation. McKinsey describes this behavior as “a tendency to follow the herd rather than create strongly differentiated brand messages.”.

Will CDP Buyers Consider Private Clouds as On-Premise Deployment?

Customer Experience Matrix

Most Customer Data Platforms are Software as a Service products, meaning they run on servers managed by the vendor. So before releasing the CDP Vendor Comparison report – now available here – I added a line for on-premises deployment. Several vendors argued that on-premises is an old-fashioned concept that’s largely been replaced by private clouds as a solution for companies that want to retain direct control over their systems and data.

Vendor 120

Reborn AutoPilot Aims to Simplify Multi-Channel Marketing

Customer Experience Matrix

Email and landing pages are still native to the product but the vendor has added tools to import, edit, and reuse HTML from external Web sites and email systems. But from Autopilot’s own perspective, its real differentiator is simplicity.

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.

3 Seismic B2B Marketing Trends Seen At Dreamforce 2016


2) Data is the differentiator. Although dozens of companies at Dreamforce were touting their predictive/AI capabilities, very few were attempting to differentiate their offerings based on modeling, machine learning, or algorithmic performance.

Trends 230

What Abraham Maslow Can Teach Us About Customer Experience

B2B Marketing Directions

Each element in the diagram is a type of need, or an outcome, or a condition that most B2B customers want to satisfy, achieve, or experience in their relationship with a vendor. Economic impact - The vendor's solution was (or can be) purchased at a reasonable price.