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 100

How to select the perfect B2B data vendor

Biznology

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 149

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 100

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 116

What Do B2B Buyers Really Want from Vendors?

Aberdeen CMO Essentials

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 125

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. The charts below show the results, without revealing specific vendor names.

Vendor 130

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 100

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.

Vendor 109

5 Ways B2B Marketers Can Differentiate Their Brand in Google Search Results

KoMarketing Associates

But what about buyers further down the sales funnel who are evaluating B2B vendors more thoroughly through brand-related search queries? These tactics help differentiate an organization in Google search results and build trust and authenticity with potential buyers and prospects.

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

chiefmartech

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.

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

Biznology

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.

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?

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.

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

ANNUITAS

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.

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 130

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 100

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

ANNUITAS

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.

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.

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.

B2B Vendor, Customer Perspectives Differ on "Affinity"

WebMarketCentral

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.

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.

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 133

5 Questions Every Business Website Must Answer

Webbiquity

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

Aberdeen CMO Essentials

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.

Spotlight on Staff Bios as a Marketing Tool

Marketri

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 56

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.

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

Webbiquity

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.

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 100

Apply Big Data to Create Irresistible Customer Experiences

Modern Marketing

In 2013, research by Walker predicted that by 2020 customer experience will overtake price and product as the main differentiator. We’ve also outlined a set of questions that you may want to consider when researching digital analytics vendors.

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.

5 Tips for Building a High-Performance Marketing Plan

Act-On

A message could center on a differentiator you’re creating, or it could be your business purpose or mission, or it could be something very aspirational or forward thinking.

Plan 202

3 Seismic B2B Marketing Trends Seen At Dreamforce 2016

Radius

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

Evolution not Revolution: The Future of Marketing Automation

Modern Marketing

As an organisation trying to run integrated ABM, you'll probably have to choose: a data vendor, a predictive vendor for account targeting, maybe a 3rd party data vendor for anonymous account profiles, and then display partners — phew!

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.

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

Vendor 100

CMOs and Cross Channel: You Won't Believe How Much Perception Differs From Reality

Modern Marketing

And they’re not partnering with vendors that can fulfill their promises." It is important to differentiate between cross channel coordination and orchestration. As the demand for multichannel campaign management (MCCM) grows, the number of vendors has grown, too.