Customer Experience Matrix

AUGUST 6, 2013

Still, the vendor comparison in our VEST report shows that RightWave’s core functionality – for lead generation, campaign management, scoring and distribution, and reporting – is on par with mid-tier leaders Pardot and Marketo. The company is now starting to ramp up its sales efforts, so the true scope of its appeal will soon be clear.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

FEBRUARY 13, 2014

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. There’s still a bit of selection bias – it won’t work if a company isn’t on the Internet – but the impact is obviously much less.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 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. At least three vendors (Eloqua, Marketo and Silverpop) introduced new features aimed at improving marketers’ ability to use social media. Sales access. Could marketers finally be ready to spend on measurement?

Marketing Automation Services 120

Marketing Automation Services Manticore Market2Lead Marketing Automation 120

Customer Experience Matrix

JULY 10, 2013

sales enablement: systems to share marketing information with sales ( Genius , SalesFusion , LeadFormix , RightOn Interactive , Optify) distributed marketing: systems shared between central marketing organizations and local branches, dealers, distributors, sales agents, etc.

Demand Generation Agencies 120

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

Customer Experience Matrix

JUNE 14, 2013

Every marketer recognizes that the Web and social media could be rich sources of information about customers and prospects. Doing it yourself takes multiple tools to gather different kinds of information, and then patching the result together into personal profiles. But harvesting that data has been frustratingly difficult.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Social Marketing Ideal Customer Profiles 120

Customer Experience Matrix

MARCH 3, 2009

Build a campaign as a list of stages Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B 0 0 1 1 1 0 1 Build linear campaigns outside of a larger campaign structure. The flow of leads among these independent campaigns may be managed either through explicit routing (i.e.,

Demand Generation 120

Demand Generation Lead Scoring Lead Ranking Manticore 120

Customer Experience Matrix

SEPTEMBER 1, 2010

A client asked yesterday if I had some benchmark information to justify the cost of her marketing automation project. The Heart of Growing Conversion Rates," 2008): Best in Class Average % higher Inquires to Marketing Qualified Leads (MQLs) nearly 10% 3.9% Here's a bunch. Statistics include: • 16.5% But lots of people do anyway.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Marketing Automation Marketing Qualified Leads 120

Customer Experience Matrix

NOVEMBER 16, 2011

My last two posts (not counting this morning’s detour into Marketo-land) described common errors marketers make when selecting marketing automation systems. But more complex scenarios could include inputs from Web analytics, order processing, point of sale, accounting, and elsewhere. How did we come to this?

Work Management 120

Work Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

FEBRUARY 4, 2009

My new obsession with Twitter (follow me as @draab) has led to several messages from people who seemed to have trouble choosing between Eloqua and Marketo. Marketo is certainly a fine product, but marketers should still look around before picking it by default. Pricing starts at $599 per month. I reviewed it here in March.

Demand Generation 120

Demand Generation Cost Marketing Management Demand 120

Customer Experience Matrix

MARCH 5, 2009

The main result of the conversations so far has been to clarify the items related to lead routing. Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B complex 11 8.5 Still, I hate to disappoint those of you who were looking for more information. Here, then, is the final usability matrix.

Lead Scoring 120

Lead Scoring Lead Ranking Demand Generation Work Management 120

Customer Experience Matrix

SEPTEMBER 30, 2010

There’s still time to sign up for my October 7 Webinar on stage-based marketing measurement (sponsored by Marketo and hosted by the American Marketing Association ). Quick review: stage-based measurement tracks the ability of marketing programs to move leads through stages in the purchase process. valueless) leads drop out.

Budget Programs 120

Budget Programs ROI Forecasting Statistics 120

Customer Experience Matrix

FEBRUARY 12, 2013

I had figured to start off with my industry growth figures, but this led naturally to a question about long-term potential, which in turn leads to thoughts of market penetration rates. There’s some evidence that B2B marketing automation vendors are moving their sales and marketing in this direction.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Automation 120

Customer Experience Matrix

DECEMBER 22, 2015

The simplest is just connecting marketing leads to closed sales, which is an issue because the data in sales systems is often incomplete. A higher level ties specific marketing programs to individual leads, and through them to accounts and deals. Since Salesforce.com can also capture lead source (i.e.,

Marketing Automation Services 120

Marketing Automation Services Top of Funnel B2B Marketing Allocation 120

Customer Experience Matrix

OCTOBER 11, 2012

Looking over the published materials and listening to the investor relations conference call, it seems that ExactTarget’s motive was gaining access to Pardot’s lead nurturing and scoring capabilities. ExactTarget also said their relationship with Marketo , announced June 2011 and now ended, had produced little business.

Enterprise Management 120

Enterprise Management Marketing Automation Services Peer-to-peer Marketo 120

Customer Experience Matrix

MARCH 19, 2015

Today, at least a dozen vendors are offering predictive models for B2B lead scoring, sales intelligence, and customer success management. The late start has let it adopt a broader scope from the beginning, offering both lead scoring and new prospect identification. Lead scoring usually runs from $60,000 to $100,000 per year.

Lead Ranking 120

Lead Ranking B2B Sales Work Management Marketing Management 120

Customer Experience Matrix

MARCH 3, 2017

CaliberMind ingests data from Salesforce Sales cloud and Marketo , Oracle Eloqua , Salesforce Pardo t, and HubSpot marketing automation systems. It also uses those vendors to find identifiers belonging to the same person (such as multiple email addresses or alternative company names) and to link contact and lead records to accounts.

Marketing Analytics Tools 120

Marketing Analytics Tools Marketing Automation Services Classified Ads Enterprise Management 120

Customer Experience Matrix

MARCH 30, 2009

My personal definition of demand generations systems (see Introduction to Demand Generation Systems from the Raab Guide site) explicitly states that they do not incorporate sales automation. The division makes sense in most organizations, since marketing and sales are separate. for whether this will change.) See my Infusionsoft review.)

Demand Generation 120

Demand Generation Small Business Marketing Cost Demand 120

Customer Experience Matrix

MARCH 4, 2009

Explicitly direct leads from one campaign to another. Users can directly send leads from one stage in a campaign to a different campaign. Marketo gets a half point because it can direct leads to lists, which in turn feed campaigns, but not to campaigns directly. Multiple scores per lead.

Demand Generation 120

Demand Generation Lead Scoring Lead Ranking Manticore 120

Customer Experience Matrix

MARCH 2, 2009

In both cases, I see the basic flow as an outbound email, landing page, multi-step nurturing campaign, lead scoring, and transfer to a CRM system for sales followup. One final caveat on the scores: they're based on my best information about the vendors, but it's possible something has changed or I missed something in my research.

Demand Generation 120

Demand Generation Lead Scoring Lead Ranking Manticore 120