Customer Experience Matrix

JULY 8, 2009

Summary: Based on Web traffic rankings, new demand generation vendors with low prices are gaining market presence. But Eloqua , Silverpop and Marketo remain industry leaders. The leaders among demand generation systems are still Eloqua , Silverpop and Marketo. Their ranking is still very low, but has increased substantially.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Demand Generation Vendors 120

Customer Experience Matrix

OCTOBER 24, 2014

In this case, the main technical differentiator is extreme automation: SalesPredict imports customer data, builds models, scores current records, and deploys the results with virtually no human intervention. Results appear as lists in a CRM interface or as scores on a marketing databaset. User interface is a second differentiator.

Lead Ranking 120

Lead Ranking Lead Scoring Automation Salesforce.com 120

Customer Experience Matrix

APRIL 18, 2012

With its usual fanfare, Marketo today announced the acquisition of social marketing campaign company Crowd Factory. Crowd Factory is a certified cool product, which is probably reason enough for Marketo to buy them. Marketo is primarily focused on business marketing, and in particular lead generation, nurturing and analytics.

Act-On 120

Act-On Marketing Automation Services Marketo Buy 120

Customer Experience Matrix

OCTOBER 29, 2015

Other data collection specialists include Segment.com , Aginity , Umbel , Lytics , NGData , and Woopra , although some of these do supplement database building with predictive model scores, segmentation, and/or event-based triggers. It’s primarily used to set up data processing flows for data cleaning, matching, and lead routing.

Work Management 120

Work Management Marketing Management Marketing Automation Services Lead Ranking 120

Customer Experience Matrix

FEBRUARY 10, 2017

Lead Genius is a good example. But Lead Genius was founded in 2011 to commercialize university research into combining AI with human inputs. Like many data gatherers, Lead Genius uses a combination of Web and other sources to build company and contact lists. Lead Genius does this too. Plan interactions.

Marketing AI 120

Marketing AI Account Based Marketing Lead Scoring Lead Ranking 120

Customer Experience Matrix

AUGUST 23, 2012

Our scoring reflects their need for special features for automated content selection, project management, complex lead scores, and tight control over the rights granted to individual users. Marketo and Oracle (specifically, Oracle CRM On Demand Marketing ) are considerably further back in the leader quadrant.

Eloqua 120

Eloqua Marketing Automation Services Lead Ranking Enterprise Management 120

Customer Experience Matrix

AUGUST 28, 2014

and key activities (Web site visits, topics researched) and scores at both company and individual levels. If 6Sense exposed model scores but no other data, it would qualify as a CDP by the thinnest margin possible. Standard integrations are available for Salesforce.com , Oracle Eloqua and Marketo. Formal release was in May 2014.

Lead Ranking 120

Lead Ranking Activities Lead Scoring Marketing Automation Services 120

Customer Experience Matrix

NOVEMBER 19, 2008

So far the original list of Eloqua , Vtrenz , Marketo , Manticore Technology and Market2Lead has proven a good set of choices. The table below shows the Alexa rankings and share statistics for the current Guide entries, the four marketing automation vendors already mentioned, and a dozen or so contenders. How to choose?

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vtrenz Demand Generation Agencies 120

Customer Experience Matrix

FEBRUARY 13, 2014

Mintigo’s conclusion across 186,500 B2B companies was that just three percent were using the most common marketing automation systems: Oracle Eloqua , Marketo, HubSpot, and Salesforce.com Pardot. million for Marketo.) Penetration reached eight percent among larger firms and varied substantially by industry. million for HubSpot and $85.1

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

JANUARY 20, 2016

B22B lead generation vendor True Influence today announced a new product to help fill these gaps. The value of data from True Influence, or anyone else, can only be resolved through tests, which will probably give different results for different purposes. That's possible but I haven’t done the research to confirm it.

Intent Data 120

Intent Data Intent Lead Ranking Marketing Automation Services 120

Customer Experience Matrix

JULY 10, 2013

Finally, Optify has expanded into conventional marketing automation over the past 18 months and most recently added basic contact management and distribution of lead information, scores, and alerts to sales people. By contrast, the fourth trend seems to be driven by recognition that small business presents a huge opportunity.

Demand Generation Agencies 120

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

Customer Experience Matrix

FEBRUARY 4, 2014

I suppose that’s become increasingly important as marketing automation moves beyond its original role in lead management to help attract new leads at the top of the funnel. (Do This may be because the previous mid-market leaders, Marketo and Pardot in particular, have been focusing more on enterprise sales. lots of new vendors.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Top of Funnel 120

Customer Experience Matrix

APRIL 9, 2014

x revenue, compared with the 6 to 7 x multiples paid for ExactTarget and Responsys by Salesforce.com and Oracle and the 14 x that Marketo commands in the stock market. At that time, the marketing product was missing key marketing automation features including lead scoring, multi-step workflows, and integration with Salesforce.com.

Marketing Automation Services 120

Marketing Automation Services Salesforce.com Purchase Paid Search Agency 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. That’s important in itself, since those missing links are the greatest obstacle to showing the value of B2B marketing efforts through revenue attribution.

Enterprise Management 120

Enterprise Management Work Management Lead Ranking Marketing Management 120

Customer Experience Matrix

APRIL 30, 2015

This lead to enough questions about the data that it now seems worth a blog post on the topic. About 18% gave a score of 1 or 2, 50% gave a 3, and 32% gave a 4 or 5. The 1 and 2 scores are clearly unhappy and I’d consider a 3 to show neutral or marginally satisfied. Hence the “almost 70 percent” quote. The short answer is no.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Salesforce.com 120

Customer Experience Matrix

JUNE 29, 2011

You probably saw ExactTarget ’s June 13 announcement of its strategic partnership with Marketo and Eloqua ’s June 21 announcement of its new AppCloud marketplace for connectors with other systems. In fact, the real head scratcher was why ExactTarget would deal with Marketo if it had ambitions to occupy the same central turf.

Eloqua 120

Eloqua Marketing Management Marketing Automation Services Lead Ranking 120

Customer Experience Matrix

FEBRUARY 26, 2009

If you suspected that my last two blog posts were a way to avoid writing a post that ranks vendors on usability, you’re probably right. I’d already noticed that the simplicity-focused vendors ( Marketo , Infusionsoft , OfficeAutoPilot and, as of yesterday, Genius.com ) build their campaigns as a list of steps with no branching flows. (To

Vtrenz 120

Vtrenz Market2Lead Work Management Marketing Automation Services 120

Customer Experience Matrix

JUNE 14, 2013

Infer starts with your own customer data, enhances it with information mined from the Web, and generates predictive scores. The system uses this data to assign individuals and companies such attributes as job title, company size, technologies used, hiring plans, and interest scores for products and topics.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Social Marketing Ideal Customer Profiles 120

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.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

APRIL 8, 2009

The firm also works with Marketo , Silverpop Engage B2B and MarketingGenius depending on client needs. ) But the reality is that most marketers need outside help to design their email campaigns, nurture programs, scoring rules, and CRM integration. Download the Raab Guide report on Vendor Usability Scores for more on this.)

Eloqua 120

Eloqua Work Management Marketing Automation Services Marketing Management 120

Customer Experience Matrix

NOVEMBER 4, 2010

lead scoring: users can define separate scores for customer fit and activities. Customer fit is based on static attributes such as title while activity score is based on events such as email opens or Twitter posts. It stores each contact’s stage and score histories so it can report on trends in these metrics as well.

Salesforce.com 120

Salesforce.com Lead Scoring Lead Ranking Marketing Automation Services 120

Customer Experience Matrix

OCTOBER 17, 2012

It only recently added standard B2B marketing automation features including a customer-level marketing database, outbound email, landing pages, lead scoring, Web behavior tracking, reporting, and Salesforce.com integration. B2B marketing automation systems are built for lead nurturing and provide a foundation adequate for that purpose.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

DECEMBER 13, 2011

For example, LoopFuse found that nearly twice as many used email and web landing pages as lead scoring. It's applied by Marketo , Pardot , Act-On Software , Genius , Net-Results , and many others. Simple systems let marketers get started with minimum preparation. full service.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

APRIL 3, 2013

Reachforce’s core business is assembling data on marketing prospects, which it then sells for as many uses as possible: appending to Web leads, enhancing existing databases, and buying as lists. There’s an obvious peanut butter-meets-jelly type of logic to this match.

Reachforce 120

Reachforce Buy Marketing Management B2B Marketing 120

Customer Experience Matrix

DECEMBER 3, 2008

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. By comparison, limited versions cost $1,500 per month for Marketo and $1,000 for Manticore Technology , and both charge $2,400 per month for their cheapest complete offering.

Demand Generation 120

Demand Generation Enterprise Management Small Business Marketing Pricing 120

Customer Experience Matrix

JUNE 30, 2010

They’ll make their money when users see the value they gain and pay for higher volumes and add-on features. Although their approach is based on superior technology, it's still a way to attract customers by offering radically greater value than competitors. who are entering this market from a different direction.

Loopfuse 120

Loopfuse Marketing Automation Services Enterprise Management Marketing Management 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. An IDC report from 2012 had similar results, ranking marketing automation seventh on a list of nine.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Automation 120

Customer Experience Matrix

DECEMBER 8, 2011

This is harder than monitoring since it requires linking social identities to marketing leads and connecting to the social system’s API. . • Importing social data: loading social data into the marketing automation database so it can be used for segmentation, analysis, and sharing with salespeople via CRM integration.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Social Media 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. This would include segmentation rules, content creation, processing logic, CRM integration, lead scoring, and any other tasks required to run the program.

Work Management 120

Work Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

SEPTEMBER 30, 2010

Summary: Four critical metrics tell you most of what you need to show the value of your marketing efforts and to optimize your results. 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 ). valueless) leads drop out.

Budget Programs 120

Budget Programs ROI Forecasting Statistics 120

Customer Experience Matrix

MARCH 8, 2011

But if Salesforce.com likes what it sees, who knows where that will lead? See my December 2009 post for a more detailed discussion of HubSpot's capabilities; basically, they are still pretty weak in outbound email, lead scoring, and nurturing, which are all core components of standard B2B marketing automation.

Salesforce.com 120

Salesforce.com Enterprise Management Hubspot Marketing Automation Services 120

Customer Experience Matrix

SEPTEMBER 1, 2010

Summary: So you want some hard numbers to prove the value of marketing automation? 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 18, 2009

I'm sure some of the vendors will tell me they're in the wrong place -- and since this ranking is based on their own perception of their target markets, I'll make adjustments when they do. The vendors are divided into four categories based on my understanding of their target customers.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Demand Generation Agencies Demand Generation 120

Customer Experience Matrix

MARCH 4, 2011

The real question is whether marketing automation can actually deliver value without marketers making a more substantial investment. And, while Act-On, Net-Results and Marketbright all argue that their systems are substantially easier to use than products like Pardot, Marketo and LoopFuse, those vendors surely disagree.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Loopfuse 120

Customer Experience Matrix

APRIL 28, 2009

Obviously any survey based on 36 net responses (and self-selected at that) has little statistical value, but I still think the broad results are extremely interesting. Tags: marketing automation software deployment low cost marketing software lead management demand generation implementation demand generation. the system itself 0.67

Demand Generation 120

Demand Generation Customer Surveys Demand Marketing Automation Services 120

Customer Experience Matrix

JUNE 10, 2008

One company that has made a concerted effort is newcomer Marketo. Marketo has a one-word elevator speech: simplicity. That’s not to say Marketo is a simple product. The system can also add the lead to a Salesforce.com database, assign or change the owner in Salesforce.com, and create a Salesforce.com task.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketo Marketing Automation Services 120

Customer Experience Matrix

MARCH 23, 2011

Rather, Infusionsoft clients have valued labor savings they gain from having one integrated system for marketing, sales, e-commerce, and service. Only a few Infusionsoft users have added value by running more complex processes, although the crowd at Infusioncom was clearly eager to join them.

Work Management 120

Work Management Marketing Automation Services Marketing Management Marketing & Strategy 120