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Nine Winning Digital Marketing Strategies From The B2B World

Webbiquity

The campaign scored high on relevance and impact as it creatively captured the attention of the audience in a cluttered marketing environment for security software. Guest post by Cheryl Joy.

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The 10 Best Customer Service and Customer Engagement Platforms

Webbiquity

Producers of a wide array of products—from vehicles to machine tools to jet engines to officer copiers—now have access to the kind of user and usage data that, not long ago, only SaaS software developers could capture. Owned by Salesforce.com.

Trending Sources

New Marketing Automation Options for Small Business in the VEST Report

Customer Experience Matrix

GreenRope workflow GreenRope is all-in-one software sold primarily to very small businesses such as lawyers, real estate agents, consultant, coaches and membership organizations. It has taken the approach of providing only core features and making them as easy to use as possible.

ICON16: How Infusionsoft Plans To Dominate Small Business Marketing (and Make Life Better For Small Businesses Everywhere)

Customer Experience Matrix

The company made a few announcements, most notably a vastly improved email builder and tighter integration with online accounting software from Quickbooks Online and Xero. These changes were evolutionary at best, but company leaders made clear this was on purpose: their current strategy is to make small improvements to ease of use, not add major new or deeper features. This is a major reason for developing the Small Business Success Method and baking it into the software.

Swyft Offers Low-Cost Interaction Management Software as a Service

Customer Experience Matrix

Summary: Swyft offers a Software-as-a-Service real-time interaction manager. It costs less than traditional versions of those products but has similar features. Pricing for agent-based applications (call centers, field sales, etc.)

Doughnuts and Pizza Slices: Analyzing Consolidation and Competition Among Software Vendors

Customer Experience Matrix

Summary: One way to understand consolidation and competitive trends affecting marketing software is to look at systems across several dimensions: how closely they relate to customers; whether they are operational or analytical; and whether they support online or offline activities.

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Dreamforce ’12: Tap into Marketo’s Social Marketing Experts

Modern B2B Marketing

Join Jon Miller, VP of Marketing Content and Strategy at Marketo and Chris Roeckl, VP Worldwide Field Marketing at Fluke Networks for a frank, soup-to-nuts discussion on everything about marketing automation, from the questions you should ask your sales rep when getting ready to buy a marketing automation solution, to the most utilized marketing automation features, and even information about pricing. B2B Marketing Salesforce.com b2b marketing

Genoo Aims to Shake Up Marketing Automation Market

Webbiquity

Marketing automation / demand generation software enables marketers to build microsites and use content marketing to capture leads and nurture them through the buying process. The company’s new marketing automation platform enables users to create complete websites as well as microsites and landing pages, automatically send emails triggered by specific actions, configure lead scoring, and integrate with Salesforce.com.

Do Small Businesses Need Marketing Automation?

Customer Experience Matrix

The replies are rolling in from the survey of vendor features that I mentioned last week. In addition, most small firms have pretty basic needs, so even the “light” editions of full-featured products like Salesforce.com can be overkill. Rather, the most successful small business systems tend to do one thing: think accounting ( Intuit Quickbooks), Web hosting ( Godaddy ), email services ( Constant Contact ) or CRM ( Salesforce.com ).

Why Does Marketing Technology Matter To Business Evolution?

Crimson Marketing

On one side, major enterprise-software companies are building and acquiring large “marketing cloud” offerings. It’s a spectacularly fertile field. We have leaders on the scale of Adobe, Oracle, and Salesforce.com making near $1 billion acquisitions and creating massive scale.

LeadLife Mixes Advanced and Simple Features

Customer Experience Matrix

I have my little checklist of features to define whether a demand generation system is suited for simple or complex marketing programs. It offers many features that appeal to large marketing departments: fine-grained user rights management, rule-based content selection, multiple scores per lead, central processes to score leads and transfer them to sales, APIs to integrate with external Web forms, campaign cost tracking, detailed ROI reporting, and project management with tasks.

Hubspot Offers Small Business Marketers a Big Bundle of Features

Customer Experience Matrix

Summary: Hubspot offers a bundle of Web traffic generation and lead management features in one low-cost package. The current version also hosts landing pages and Web sites, manages a lead database with profiles and Web activity history, generates lead scores, sends alerts to sales people, and synchronizes data with Salesforce.com. Implementations of these features are intentionally simple, since ease of use is more important than sophisticated options for small business marketers.

Act-On Software Does List-Based Demand Generation

Customer Experience Matrix

If you look at the Web site of Act-On Software , you’ll see a typical set of demand generation features: email marketing, demand generation (equated with landing pages and forms), lead nurturing, Website visitor tracking, channel (partner) marketing, and lead scoring. Even with these changes, the channel management features in Act-On don’t compare with Marketbright or Treehouse International.

SetLogik Offers B2B Marketers a Real Marketing Database

Customer Experience Matrix

I originally saw SetLogik as a tool to associate marketing leads with sales opportunities, even when they are not connected directly within Salesforce.com. But, while I haven’t run a test, the company certainly describes the features I'd want.

Abandon Your Marketing Automation System!?

LeadSloth

The plan is to go back to using only Salesforce.com with some cheap add-on tools for email, form submission and data quality. This changed over time: now the focus has shifted to pro-active outreach to a handful of executives, instead of targeting thousands of software developers. However, when I started looking into Salesforce.com and the wide variety of add-ons, I was less convinced. The Salesforce.com database has some big issues (e.g.

HubSpot's Strategy for Winning the Marketing Automation Horserace

Customer Experience Matrix

This lets HubSpot extend its scope without developing all the features or delivering all the services itself. He also cited previous enhancements including custom fields in list imports, custom lists and segments, increased email limit from 5,000 to 50,000 messages, better email templates, optimized email for mobile and social platforms, and improved Salesforce.com integration.

Pardot Offers Refined Demand Generation at a Small Business Price

Customer Experience Matrix

Pardot and other SMB systems don’t just offer a few simple features. The only common feature that’s missing in Pardot is rule-based branching within multi-step programs. This involves rights management and content management features that seem arcane but are nevertheless critical when marketing responsibilities are divided by function, channel, region and product organizations. It also limits database customization to adding user-defined fields to the prospect table.

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ClickDimensions Offers Marketing Automation as a Microsoft CRM Add-on

Customer Experience Matrix

Small business systems like Infusionsoft and OfficeAutoPilot solve this problem by bundling their own CRM features. Of course, another way to look at this is that the CRM vendors already do marketing automation – certainly Oracle/Siebel does, and plenty of folks would argue that Salesforce.com has adequate marketing automation capabilities for most purposes, although most experts (and I) would disagree. crm software small business software demand generation b2b marketing automatio

How Demand Generation Systems Handle Company Data: Diving into the Details

Customer Experience Matrix

More than anything else, this exercise reinforced my understanding of how hard it is to answer a seemly simple question about a software product’s capabilities. If it turns out once you drill into details that two are missing some small-but-critical feature, you have to either go with the one remaining or start the process again with another set of candidates. SFDC" stands for Salesforce.com.)

Net-Results Simplifies Demand Generation for Small Business

Customer Experience Matrix

Summary: Net-Results is simpler to use than comparable demand generation systems because it applies the same features to many tasks. The demonstration was short because the system uses only a few features to deliver them. This simplifies the system in two ways: marketers have fewer features to learn, and they can reuse their work across many functions. The actions themselves can send an email, adjust a lead score, or send the lead to Salesforce.com.

Segmentation, Social Media Drive Lead Nurturing Success for iDirect

The Point

First, the company invested in Marketo , a leading marketing automation platform that integrated well with the company’s CRM system, Salesforce.com. Many companies implementing marketing automation software let the technology drive strategy,” says Howard Sewell, Spear President. “We

Will Marketing Technology Look Like iOS Someday?

Hubspot

There are literally thousands of startup ventures pursuing new ideas in marketing software. This could be called the "ERP vision" of marketing consolidation -- following a path such as enterprise resource planning software did in the 1990s. 3) Software Is Easier Than Ever to Create.

THE HACKIES: A CMO’s guide to integrating marketing technologies

chiefmartech

We have consulted with clients that use Salesforce.com (SFDC) for their CRM, and we were tasked with integrating their newly-purchased marketing automation platform (MAP) with it. Automated integrations can also store field mappings, transform data and allow the transfer of data at scale, eliminating the risk of human error. However, just because a system has a feature doesn’t necessarily mean it will meet your requirements.

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OfficeAutoPilot: Simple, Powerful, Low Cost Demand Generation for Small Business

Customer Experience Matrix

The latest version actually offers integration with Salesforce.com as well, making the system more suitable for larger organizations. Available actions include adding or removing the lead from a sequence, adding or removing a tag from the lead profile, changing a data field, sending the lead an email or post card, sending an email to someone else (a sales rep or program administrator), adding or removing the lead from a fulfillment list, and sending the lead to the sales system.

ADVIZOR's In-Memory Database Supports Powerful Visualization

Customer Experience Matrix

ADVIZOR features an in-memory database and some data manipulation, but its primary strength is visualization. Users can import data from text files, relational databases, Excel, Access, text files, Business Objects or Salesforce.com. They can map the table relationships and add some transformations and calculated fields during or after the import process. Tags: software usability measurement business intelligence software analytical database analysis systems

The Sales Game Has Changed: Here's How to Adapt

Hubspot

In fact, what Salesforce.com calls the Social Enterprise starts with developing a Customer Social Profile and interacting in modern ways. Here's how they are doing it: 1) Utilize the nuanced features of LinkedIn.

A Modest Proposal for Demand Generation Usability Measurement

Customer Experience Matrix

For example, pretty much any kind of campaign would involve creating an email, but only some campaigns require adding custom fields to the system database. You also need a standard Salesforce.com installation and perhaps company Web site to integrate during testing. Tags: software usability measurement marketing automation lead management software selection demand generation As Tuesday’s post suggested, my thoughts on usability measurement have now crystallized.

True Influence Opens a Window into Future Demand Generation

Customer Experience Matrix

In fact, he said he has actually removed features from the system because customers weren’t using them. These are not yet standard features on most demand generation products. The lead record allows only four user-defined fields. I was also surprised to find that each icon can have its own schedule – another feature typically reserved for advanced systems. True Influence has existing integrations with Salesforce.com and SugarCRM.

Active Conversion Offers Strong Lead Management and Leaves Out the Rest

Customer Experience Matrix

These functions, plus supporting features for database management, content management, sales system synchronization, and reporting, form a basic template for measuring demand generation software. From your perspective as a marketer, having more combinations available makes it more that someone will field a configuration closely tailored to your needs. This particular constellation of features is far from random.

Dreamforce 14 – Hot or Not

LeanData

According to the Salesforce.com press release (dated Oct. 14, 2013), “Wave is natively integrated with the Salesforce1 Platform and shares the same trusted single sign-on, data security and compliance features of the platform. Hopefully, Salesforce.com can get that fixed in 2015.

Dreamforce 14 – Hot or Not

LeanData

According to the Salesforce.com press release (dated Oct. 14, 2013), “Wave is natively integrated with the Salesforce1 Platform and shares the same trusted single sign-on, data security and compliance features of the platform. Hopefully, Salesforce.com can get that fixed in 2015.

Genoo Aims to Shake Up Marketing Automation Space

WebMarketCentral

Marketing automation / demand generation software enables marketers to build microsites and use content marketing to capture leads and nurture them through the buying process. The company's new marketing automation platform enables users to create complete websites as well as microsites and landing pages, automatically send emails triggered by specific actions, configure lead scoring, and integrate with Salesforce.com.

Marqui Combines Content Management and Demand Generation

Customer Experience Matrix

It added demand generation features later in response to client requests. Among conventional demand generation systems, Pardot is a spin-off from CMS vendor Hannon Hill and Marketbright includes extensive CMS features. Since the CMS marketplace is now almost totally commoditized, in particular by open source products like Joomla and Drupal , it makes sense for vendors to look for an adjacent field with greater profit potential.

B2B Marketing ROI

delicious b2bmarketing

There is of course a lot more than deliverability that goes into an email service provider evaluation (feature set, ease of use, services component, etc.) In the grand scheme of things, 38 minutes for salesforce.com to get everything back up is pretty impressive.

B2B Lead Management Market Heats Up

delicious b2bmarketing

There are at least 4 amorphous groups of solution providers also setting their sights on this space: 1) Lead generation services or tools – Because this category contains both service providers (that look more like agencies or telesales outsourcers) and software as a service vendors, there are probably more than I could possibly name. Spending time in the field is a great idea but generally impractical to execute. There are a pile of software offerings out there right now.

Top 60 B2B Marketing Posts and Hottest Topics November 2010

B2B Marketing Zone Posts

The following are the top items from featured sources based on social signals. There is now a Product and Services tab that lets you feature everything about your company and what you sell. Whether it’s trying new business models or pioneering sponsored posts, he is our canary in the coal mine, exploring the leading edges of our field. Salesforce.com (26). Really great content around B2B Marketing again this month.

8 Lessons From HubSpot’s $32 Million Round with Salesforce, Google, and Sequoia

Hubspot

We made an early choice to create the “inbound marketing” category versus joining either the marketing automation category or the Internet marketing software category. Free 30 Day Trial: HubSpot Software. Want to learn more about HubSpot software?

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