Customer Experience Matrix

FEBRUARY 2, 2016

The system has prebuilt connectors to import data from popular vendors including Salesforce.com , Marketo , Hubspot , SAP , SugarCRM , and Facebook. Collaboration features let users attach virtual “sticky notes” to screen images and share these via Slack or Claritix’s own communication channels. Here’s a deeper look.

Analysis 120

Analysis Marketing Analytics Tools Marketing Automation Services Salesforce.com 120

Customer Experience Matrix

JULY 30, 2009

Summary: Hubspot offers a bundle of Web traffic generation and lead management features in one low-cost package. Marketing automation vendors entering this market are essentially betting that they can make their systems powerful enough to be useful and easy enough for a small business to run. Hubspot has accepted this challenge.

Small Business Marketing 120

Small Business Marketing Bundling Work Management Paid Search Agency 120

Customer Experience Matrix

JANUARY 22, 2014

I’ve been gearing up for the next edition of our VEST report on B2B marketing automation systems, which involves catching up with established vendors and chasing down some new ones. Before jumping into the new systems, it helps to define a set of standard features to measure them against.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Marketing Automation Automation 120

Customer Experience Matrix

DECEMBER 3, 2008

My little tour of demand generation vendors landed at Pardot just before Thanksgiving. As you’ll recall from my post on Web activity statistics , Pardot is one of the higher-ranked vendors not already in the Raab Guide to Demand Generation Systems. Pardot and other SMB systems don’t just offer a few simple features.

Demand Generation 120

Demand Generation Enterprise Management Small Business Marketing Pricing 120

Customer Experience Matrix

FEBRUARY 10, 2017

Let’s look at those stages, using the four step structure of the Raab Guide to ABM Vendors. Nearly every vendor who does this applies some form of natural language processing to extract information from unstructured sources. Certainly there’s room for more features and more AI use. Pricing is tailored to each client.

Marketing AI 120

Marketing AI Account Based Marketing Lead Scoring Lead Ranking 120

Customer Experience Matrix

MARCH 2, 2015

These include Salesforce.com for CRM, InsideView and FullContact for data enhancement, Twilio for text messaging, Lob for postcards, Segment for event tracking, and GoodData for reporting. The company’s other differentiator is a seriously aggressive pricing model.

Multi-Channel 120

Multi-Channel Marketing Automation Services Enterprise Management Marketing Management 120

Customer Experience Matrix

JANUARY 7, 2010

But the real excitement will be features that expand the scope of demand generation products to support inbound marketing, better measurement, and more efficient content creation. Perhaps most important, many potential buyers still don’t understand the value provided by these systems—although vendors are working very hard to educate them.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Work Management 120

Webbiquity

JULY 12, 2016

Options range from fairly simple, moderately priced systems targeted at midmarket companies to sophisticated suites for enterprise users. Pricing: contact vendor. Pricing: $200 to $2,400 per month, plus option add-ons; the $800 per month “Pro” option is most popular with midmarket companies. Pricing: free.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Marketing Automation Marketing Management 100

Customer Experience Matrix

JUNE 30, 2010

It's one example of how vendors are now competing to attract new users. They’ll make their money when users see the value they gain and pay for higher volumes and add-on features. Personally, I’d argue that the really significant news out of LoopFuse is their newly tiered pricing structure.

Loopfuse 120

Loopfuse Marketing Automation Services Enterprise Management Marketing Management 120

Customer Experience Matrix

OCTOBER 10, 2012

I originally saw SetLogik as a tool to associate marketing leads with sales opportunities, even when they are not connected directly within Salesforce.com. This has been sadly lacking in most B2B marketing automation systems, which supplement the Salesforce.com database with barely-extensible lead profiles and contact histories.

Enterprise Management 120

Enterprise Management Work Management Lead Ranking Marketing Management 120

Customer Experience Matrix

JUNE 11, 2015

The July release will supplement this with opportunity information from Salesforce.com CRM, allowing correlation of content usage with funnel stage conversions and revenue. A dashboard can highlight new and featured content. This is currently measured by tracking how often each item is used by sales people and read by recipients.

Top of Funnel 120

Top of Funnel Salesforce.com Advertising Funnels Advertising Agencies 120

Customer Experience Matrix

APRIL 10, 2014

The product changes were quite modest: new search engine optimization features for entry level users; a global marketing calendar; and relabeling of InsightEra, which Marketo purchased in December, as Marketo Real Time Personalization. The SEO and calendar features are still in beta and will be rolled out this spring and summer.

Marketo 120

Marketo Marketing Automation Services Conference Work Management 120

Customer Experience Matrix

MARCH 26, 2015

For many smaller companies, a suite like Adobe, Oracle , IBM , Salesforce.com , SAS , or Teradata isn’t an option and would be overkill if it were. Some vendors do this better than others. Here are a few features to consider when comparing Terminus with other B2B advertising solutions: - self-service. ad inventory. sales stages.

Paid Search Agency 120

Paid Search Agency Display Enterprise Management Marketing Automation Services 120

Customer Experience Matrix

JULY 10, 2013

I only mention this because I’ve recently been looking at a lot of new (to me) vendors and haven’t been able to write about many of them. This makes it a system for both small business and service vendors: two of my four themes. What Optify does offer inbound marketers is extensive support for search engine optimization.

Demand Generation Agencies 120

Demand Generation Agencies Marketing Automation Services Paid Search Agency Small Business Marketing 120

Customer Experience Matrix

OCTOBER 29, 2015

When I first described Customer Data Platforms two and half years ago, all the vendors offered an application such as predictive analytics or campaign management in addition to the "pure" CDP function of building the customer database. Pricing of Openprise is based on data volume processed, not number of records.

Work Management 120

Work Management Marketing Management Marketing Automation Services Lead Ranking 120

Customer Experience Matrix

AUGUST 6, 2013

Marketing automation vendors have adopted different strategies to deal with their problem, including making their systems easier to use, offering extensive training, and providing services to run the systems for their clients. In other words, RightWave has the features to support pretty much any program marketers might want.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

APRIL 3, 2013

B2B marketing data vendor ReachForce today announced its purchase of SetLogik , which provides technology to build cloud-based marketing databases and do predictive modeling against them. SetLogik’s predictive modeling features make it even easier for marketers to get a return on their investment once the database is in place.

Reachforce 120

Reachforce Buy Marketing Management B2B Marketing 120

Customer Experience Matrix

JULY 15, 2013

If you’ve heard of Vocus at all, it’s probably as vendor serving public relations professionals. It lacks the Salesforce.com integration of B2B systems (due early next year), the lightweight CRM of micro-business systems, and the lead scoring and distribution of both. So it''s best to treat Vocus Marketing Suite as a class unto itself.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Social Marketing 120

Customer Experience Matrix

OCTOBER 11, 2011

Exceptions are advanced features including revenue cycle reporting, email deliverability assistance, API access, fine-grained user rights management, and the Sales Insight salesperson application. So the news here is price. In other words, this is a price cut.

Small Business Marketing 120

Small Business Marketing Marketo Marketing Automation Services Work Management 120

Customer Experience Matrix

JUNE 9, 2009

But I expect the sales automation vendors to take the business for themselves. Marketo today officially launched “Sales Insight”, an application that makes prospect activity history directly available to sales people from within Salesforce.com. I had a personal demonstration last week (are you impressed?),

Marketo 120

Marketo Work Management Marketing Automation Services Eloqua 120

Customer Experience Matrix

JANUARY 4, 2012

The list of independent marketing automation systems shrank by one yesterday when Leadformix was purchased by sales enablement vendor CallidusCloud for $9 million. The price is surprisingly low for an established marketing automation vendor. In particular, LeadFormix infers visitors' “intent” (i.e.,

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

MARCH 13, 2014

Last year’s biggest marketing automation acquisitions were products for consumer marketing: ExactTarget by Salesforce.com , Neolane by Adobe , and Responsys by Oracle. These are advanced features for consumer marketing automation and almost unheard of in B2B systems.

Enterprise Management 120

Enterprise Management Marketing Automation Services Resource Management Marketing Management 120

Customer Experience Matrix

DECEMBER 2, 2010

The company began with search engine optimization to attract traffic, and added landing pages, blogging, Web hosting, lead scoring, and Salesforce.com integration. As both sets of systems expand their scope, their features will overlap more and marketers will compare them directly. One aspect of service is consulting support.

Small Business Marketing 120

Small Business Marketing Marketing Automation Services Hubspot Demand Generation Agencies 120

Customer Experience Matrix

DECEMBER 4, 2012

One easily predictable trend in B2B marketing automation is that vendors will tailor their systems to specific industries. I wrote in February about one set of these vendors: Balihoo and others that specialize in helping central marketing organizations work with channel partners such as dealers and franchisees. Integrations with ACT!

Marketing Automation Services 120

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 120

LeadSloth

MARCH 22, 2009

The plan is to go back to using only Salesforce.com with some cheap add-on tools for email, form submission and data quality. 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. Smart or foolish? Background.

Marketing Automation Services 100

Marketing Automation Services LEADSExplorer netFactor Leadlander 100

Customer Experience Matrix

OCTOBER 19, 2010

Of the three classic competitive strategies – low price, great service and innovative products – there are plenty of low price options and leading vendors work aggressively to help their clients succeed. This leaves unique features as the only viable strategy for a new firm.* Alsa has some other unusual features.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120

Customer Experience Matrix

AUGUST 28, 2014

I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web. The extraction features are important – at least to me – because they determine whether 6Sense qualifies as a “ customer data platform ” (CDP), a type of system I see as fundamental for future marketing.

Lead Ranking 120

Lead Ranking Activities Lead Scoring Marketing Automation Services 120

Customer Experience Matrix

OCTOBER 18, 2011

As you might have guessed from my recent list of B2C marketing automation systems , I’ve recently been spending some time helping consumer marketers to select vendors. Only a few B2B vendors can add custom tables to systems and I doubt any could accommodate a fundamental departure from the core CRM data structure.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120

LeadSloth

NOVEMBER 16, 2009

Many attendees were confused by CRM vendors claiming to offer full marketing functionality. Strong Features of CRM. For CRM, I focused on Salesforce.com. Products & Pricing. So in short, those are the features that individual sales people will benefit from. Strong Features of Marketing Automation.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation CRM Salesforce.com 100

Customer Experience Matrix

DECEMBER 10, 2013

On the other hand, Woopra does distinguish itself from conventional Web analytics vendors by stressing the fact that it tracks individuals, not Web pages. As its Dreamforce presence suggests, Woopra can integrate with Salesforce.com to both import CRM data and to display the information it has consolidated from multiple sources.

Ideal Customer Profiles 120

Ideal Customer Profiles Analytics Top of Funnel Marketing Management 120

Customer Experience Matrix

JULY 17, 2009

Summary: Right On Interactive's 5Buckets connects lists from external customer management systems with many types of output vendors (email, print, fax, text message, automated voice). It's a low-cost, easy-to-use alternative to more powerful marketing automation systems for companies who don't need other marketing automation features.

Multi-Channel 120

Multi-Channel Marketing Automation Services Demand Generation Agencies Advertising Channels 120

Customer Experience Matrix

AUGUST 12, 2010

The key term here is “instant-on”, which Genius defines to mean “instantly integrated website tracking, email marketing and social media campaign tracking” along with fully automated integration with Salesforce.com, including custom objects. Since Genius has highlighted the issue, let's dive into its Web tracking.

Work Management 120

Work Management Marketing Automation Services Marketing Management Loopfuse 120

Customer Experience Matrix

DECEMBER 19, 2011

Marketing automation vendors have mostly worked on making it easy to post and share messages and to capture social data. My thumbnail description doesn’t cover the important technical features that make Influitive practical, including controls over how challenges are issued (who is eligible, date limits, quantity limits, etc.),

Work Management 120

Work Management Peer-to-peer Marketing Management Planning 120

Customer Experience Matrix

FEBRUARY 9, 2012

New-ish marketing automation vendor NurtureHQ showed me its product recently. Clean interface, easy to use, all the standard marketing automation features. Other vendors have asked the same questions and reached the same conclusions. Other vendors also have service arms and agency partners to help out on a project basis.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

APRIL 13, 2016

As I wrote a couple of posts back , I’ve recently noticed a new set of vendors offering “journey optimization engines”*. The key feature of these systems is they select customer treatments based on movement through a journey map. All told, this is an exceptionally broad set of data management features.

Marketing Automation Services 120

Marketing Automation Services Work Management Ideal Customer Profiles Marketing Management 120

Customer Experience Matrix

DECEMBER 13, 2012

I chalk this up to their heritage as a content management vendor. Both approaches have their merits: central storage makes coordination easier but requires continued extension of system features to handle new formats; touchpoint storage makes it harder to know what content is actually available and appropriate.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JANUARY 5, 2010

Summary: Social media and access for sales people were the two big trends among demand generation vendors last year. Even though this is limited to the vendors in the Guide, it's a pretty representative sample of the industry as a whole. The vendors also charged additional per-user fees for these modules. Social media.

Marketing Automation Services 120

Marketing Automation Services Manticore Market2Lead Marketing Automation 120