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.

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.

Trending Sources

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.

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.

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.

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.

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.

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.

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.

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 59

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.

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.

SMB 16

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.

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.

SMB 15

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).

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 35

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.

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.

SalesPredict Offers Highly Automated, Highly Flexible Predictive Modeling

Customer Experience Matrix

SalesPredict is a perfect example: a small vendor with a powerful system that just launched earlier this year. User interface is a second differentiator. The final differentiator is flexibility.

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

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.

Business Buyers Relying More On 3rd Party Content

Marketing Insider Group

It found that content downloaded from trusted sources on the Internet was essential to pre-sales discovery, qualification and selection of vendors.

Vendor 123

Why Customer Experience is the Hot New Thing in Marketing

Act-On

Your customers’ experience is part of your product – and a way to differentiate yourself in the market. Customer experience is also a way to differentiate yourself from your competition. Which of the following best describes what your old vendor did wrong?

How to Develop a Brand Voice You Can Live With

Act-On

Or it might be that it’s just easier to recognize (and differentiate) a particular shade of blue than it is to recognize, say, a professional, upbeat tone with a sly sense of humor.

Oracle Selected as Strong Leader Among Digital Marketing Platforms

Modern Marketing

The Ovum Decision Matrix further reviews each vendor with a radar diagram and a SWOT Assessment. Data-as-a-Service is a key service differentiator. This is a key differentiator.

SWOT 118

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.

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.

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!

SMS 52

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.

Tealium Grows from Tag Manager to Customer Data Platform

Customer Experience Matrix

Like other tag management vendors, Tealium recognized several years ago that its core competency at capturing customer behavior could be applied to build unified customer profiles. It took me an embarrassingly long time to recognize why Tealium ’s AudienceStream is just a bit odd.

Three Reasons Content Curation is Overrated

Digital B2B Marketing

Curation, by itself, is not enough to differentiate you. But if you believe content curation is your ticket to thought leadership and differentiation, you will be sorely disappointed.

Marketing Techniology Landscape Supergraphic (2017): Martech 5000

chiefmartech

As always, a debt of inspiration is owed to Terry Kawaja , the godfather of vendor LUMAscapes. Vendors like Dell Boomi, Informatica, Jitterbit, Mulesoft, Segment, and Zapier are good examples of iPaaS and microservice platform enablers. Remember, marketing is about differentiation.

Seven Ways to Humanize B2B Marketing

Webbiquity

Thing is, the core message of most B2B products and services revolves around how a vendor’s offering helps its customers (companies and government agencies) do things better-faster-cheaper. So how can a B2B vendor stand out, and potentially create more sustainable competitive advantage?

Future Of B2B Marketing And Sales: 20 Experts Share Their 2017 Predictions

Radius

This year will be the year of differentiation. The explosive growth of the MarTech space (5,000+) vendors requires more clarification. Data Science, Machine Learning, or Predictive no longer function as a differentiator. Differentiating offerings, especially in buzz-heavy spaces, and implementing mature strategies are key trends. Revenue, that’s the name of the game in 2017. And has been for a long time.

What the Heck is Cross Channel Marketing and Why Would I Want To Do It?

Modern Marketing

According to Scott Brinker and the latest installment of his now legendary Marketing Technology Landscape Supergraphic there are nearly 4,000 martech vendors operating right now. Many marketing technology vendors can execute on some aspects of personalization.

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.

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.

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 58

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.

Why Demand Generation Should Be Perpetual

ANNUITAS

However, there is a fundamental problem to this campaign or tactical approach – buyers do not stop buying just because the campaign has ended and they certainly do not pause their buying process while vendors plan to launch their next campaigns.