Predictive Marketing Vendors Look Beyond Lead Scores

Customer Experience Matrix

Maybe I shouldn't be surprised that predictive marketing vendors seem to have anticipated this. The past week brought three more announcements about predictive vendors expanding beyond lead scoring.

How Predictive Lead Scoring Takes The Guesswork Out Of Identifying The Leads Most Likely To Buy

Modern B2B Marketing

The files that they sent back and forth with their clients were mostly spreadsheets and PDF documents containing financial data, which usually aren’t big enough to trigger email file caps but certainly required a certain level of security and privacy measures. Lead Scoring

What is Intent Data? The Predictive Sales Trifecta

DiscoverOrg

Your website is likely one of your biggest lead sources … but it goes without saying that it’s not the only source of content online. When prospective buyers hit your website, you can track the activity and bump up lead scores accordingly.

Intent 316

Lots of Vendors Can Help You Find Leads on the Web

Customer Experience Matrix

Few people would suggest you learn salesmanship from the play Glengarry Glen Ross ,* but its central message rings true: good leads are the lifeblood of a sales organization.** Some vendors only rank leads while others build multiple models for different purposes. •

Vendor 206

For Behavior Detection, Simple Triggers May Do the Trick

Customer Experience Matrix

Vendors like Certona and [X+1] tell me they can usually make valuable distinctions among visitors after as few as a half-dozen clicks. This can be used to estimate the value of a lead in a lead scoring system. Information such as comparisons with competitors may be popular but could lead them to delay their decision or even end up purchasing something else. That said, even simple behavior-based triggers need some technical support.

What is Intent Data? The Predictive Sales Trifecta

DiscoverOrg

Your website is likely one of your biggest lead sources … but it goes without saying that it’s not the only source of content online. When prospective buyers hit your website, you can track the activity and bump up lead scores accordingly.

Intent 156

Marketing Automation Vendors Added Webinars, Social Media, and Dynamic Content in 2011

Customer Experience Matrix

Last week's post took a horse race approach to data from our newly available B2B Marketing Automation Vendor Selection Tool (VEST): who’s ahead, who’s behind, and who is coming on strong. The VEST survey, covering nearly 200 items per vendor, answers that question in glorious detail. I group vendors into three categories depending on their primary customers. The micro vendors have a little more room for improvement. What else were vendors working on last year?

Vendor 162

Predictive Analytics for B2B Sales and Marketing has Certainly “Crossed the Chasm”

Ignite Tech

When you look at the predictive movement, there has been a lot of hype and a lot of vendors chasing shiny objects. This is why larger vendors, like HubSpot, are entering the market with watered-down versions of predictive scoring, which is helping to broaden awareness for the opportunity.

True Influence InsightBASE Simplifies Use of B2B Intent Data

Customer Experience Matrix

B22B lead generation vendor True Influence today announced a new product to help fill these gaps. The notifications can be loaded as lists into a marketing automation or CRM system, where they can trigger advertising, sales calls, or other actions. This contrasts with many intent-based advertising vendors, who serve ads to qualified audiences but don't tell clients exactly whom they’re reaching.

Intent 130

4 Ways Marketing Automation Can Create a Pot o’ Gold

Marketing Action

Lead nurturing, account monitoring, campaign design and implementation, sales tracking, conversion, and customer retention can all be improved through marketing automation. Decreased costs: Marketing automation vendors typically offer their platforms as hosted or web-based solutions (e.g.,

How to do Lead Nurturing Right

Webbiquity

Marketing automation provider Marketo has just published The Definitive Guide to Lead Nurturing , a white paper that provides real value, covering the lead nurturing process from the basic how and why through ROI measurement.

Marketing Content That Sells

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Marketing Content That Sells When talking with lead nurturing and marketing automation vendors they all make it seem very easy.

Next-Generation Marketing Automation Systems Target Small Business

Customer Experience Matrix

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. nurture campaigns), and share leads with a CRM system like Salesforce.com.

5 Reasons Why Lead Management is more than Lead Nurturing and Scoring

Modern B2B Marketing

I think one mistake many marketers make is to think of their lead management requirements too narrowly — and to be honest, quite a few demand generation vendors make this mistake as well. As I wrote back in December, 2006, the fact that today's buyers take control of their buying processes using search, social media, and other online tools means that marketers need to move away from a mindset of "generating leads" and towards a model of " managing leads ".

Is it Time to Add Chatbots to Your Demand Generation Engine?

The Point

Martech vendors in the space, notably Drift , are elevating the concept of chatbots to something called “conversational marketing,” the notion that chatbots enable B2B marketers to replicate the consumer experience by providing an immediate, real-time, personalized conversation – at scale.

5 Key Differences Between Email Marketing and Marketing Automation

Act-On

You’ve started to gather a critical mass of leads. Before you compare vendors, you need to start with the most basic question: what is the difference between email marketing and marketing automation? Did the prospect/lead/customer open your email?

More New Systems Challenge the Marketing Automation Status Quo

Customer Experience Matrix

MindFire Studio grew out of MindFire’s original Look Who’s Clicking software, which is used by more than 1,100 printers and other graphics arts vendors to add personalized URLs to print promotions. The vendor says that between 3,000 and 5,000 clients use SimplyCast 360.

LeadLiaison Helps Marketing Automation Users Break the Content Bottleneck

Customer Experience Matrix

There are several third-party networks that offer this sort of service, but I’m not aware of any other marketing automation vendor that has developed their own. Users can define “buy signals” based on combinations of behaviors, which in turn can be trigger actions in workflows.

Implementing Your Lead Nurturing Campaigns; Free Templates That Help You Plan

NuSpark

Lead Nurture Planning. Considering that around 80% of leads never turn into sales, you need a proper lead nurturing plan, including lead scoring, with the goal to transform those leads you do have into potential sales opportunities. Lead Flow Planning Matrix.

Mautic Offers Free, Open Source Marketing Automation

Customer Experience Matrix

Mautic certainly has an appeal for service vendors, since it removes the cost of payments to a HubSpot or Infusionsoft. I started with the lead import feature, which was rather barebones. There are about twenty of these, including major vendors in each category.

Beanstalk Data Adds Service to the Marketing Automation Recipe

Customer Experience Matrix

It provides all the basic B2B marketing automation functions: mass email, landing pages and surveys, behavior tracking, lead scoring, nurture campaigns, and CRM integration. Lead scoring is also done the usual way: by assigning points to lead attributes and behaviors.

The Key Marketing Automation Players On Your Team

ANNUITAS

You’ve vetted the vendors, selected your features, sized your database and scheduled your implementation; you are now ready to deploy your marketing automation platform, right? With multiple years of experience, this user has every certification available from the marketing automation vendor.

The 14 Best Marketing Automation Tools

Webbiquity

Marketing automation software tools can be very helpful in making lead nurturing and sales acceleration efforts more effective—even if the category is badly misnamed. Pricing: contact vendor. Email marketing, campaign management, landing page design, lead nurturing and reporting.

Tools 263

Bislr: A "Marketing Operating System" That Includes Marketing Automation As An App

Customer Experience Matrix

This is something I’ve already thought and written about quite a bit, but the discussion did advance my understanding of whether any marketing automation vendor gains a business advantage if third party applications can connect to all of them.

How to Use B2B Marketing Automation to Personalize the Customer Experience

KoMarketing Associates

A study of thousands of US consumers showed strong tendencies for them to be satisfied or unsatisfied with companies based on how well those companies personalize their marketing : B2B buyers in particular expect their vendors to personalize.

New Marketing Automation Options for Small Business in the VEST Report

Customer Experience Matrix

I’m revving up for the next edition of our B2B Marketing Automation Vendor Selection Tool (VEST) report, which will include six first-time entries. It recently added lead scoring and the ability to look up individuals on social networks.

Boost Email Relevancy With Dynamic Content

Industrial Marketing Today

Dynamic content will automatically insert relevant content within your emails based on trigger rules and segmentation that you set up. Most major email service providers (ESPs) and Marketing Automation (MA) vendors provide the tools to easily create dynamic content within your emails. Either use an objective lead scoring system to separate prospects from customers or use some form of Recency, Frequency and Monetary (RFM) model to segment your database.

Hull.io Offers A Customer Data Platform for B2B Marketers

Customer Experience Matrix

Indeed, many of the firms I originally identified as CDPs were lead scoring and customer success management vendors who serve primarily B2B clients. This excludes the predictive modeling vendors and customer success managers, as well as the big marketing clouds that list a CDP as one of many components. Those can be used along with other data to create triggers and define segments within Hull.

Step-by-Step Guide to Selecting the Right Marketing Automation System - Part 1

Customer Experience Matrix

For a complete list of the steps, worksheets, and background materials, visit the Raab Guide Website and download the Vendor Selection Workbook from the Resource Library (registration required). Research Your Options Raab Associates’ B2B Marketing Automation Vendor Selection Tool (VEST) provides a good starting point for matching possible vendors to your requirements. If vendor staff executes the scenarios for you, be sure to understand how much the vendor built in advance.

Benefits Of Using Intent Data For B2B Marketing

Albacross

Predictive-scoring vendors use first-party data obtained from various sources to create customized models to help them identify prospects that are exhibiting buying behavior. First, a word on how traditional lead-scoring models work.

Lead Nurturing Basics: How to Nurture the B2B Buyer’s Journey in 5 Steps

Marketing Action

In fact, according to Forrester Research, prospects wait until they are 65% to 90% of the way through their journey before approaching a vendor. Nurtured leads make purchases that are 47% larger than those of non-nurtured leads , according to the Annuitas Group. Taking the Leads.

Vizury Combines Web Page Personalization with a Customer Data Platform

Customer Experience Matrix

One of the fascinating things about tracking Customer Data Platforms is the great variety among the vendors. But for me personally, it’s been endlessly intriguing to trace the paths that vendors have followed to become CDPs and learn where they plan to go next. These can be sent on a fixed schedule or be triggered when the customer enters or leaves a segment. The vendor is working an automated optimization system that will pick the best message for each customer instead.

Top 10 Marketing Automation Mistakes

The Point

Launching lead scoring too soon. Lead scoring is a core marketing automation functionality, and a key driver for one of the primary benefits of the technology, namely sales productivity.

MakesBridge Offers Powerful Features to Small Business Marketers

Customer Experience Matrix

There are plenty of other vendors serving micro-businesses. Canterris , NurtureHQ , and mKubed all provide email, Web visitor tracking, nurture campaigns, lead scoring, and CRM integration ((Salesforce.com for Canterris and NurtureHQ; its own CRM for mKubed) for under $500 per month. See my List of Demand Generation Vendors for other options. MakesBridge does a particularly good job of taming the mass of Web pages that are critical to reacting to lead behaviors.

ClickDimensions Offers Marketing Automation as a Microsoft CRM Add-on

Customer Experience Matrix

Now that I’m more or less finished launching the B2B Marketing Automation Vendor Selection Tool (VEST) , I can start catching up on the other topics. ClickDimensions does pretty much the standard marketing automation activities: email, landing pages, Web visitor tracking, drip marketing campaigns, and lead scoring. Email and Web activity data, as well as any activities captured by Dynamics itself, are available for lead scoring and event triggers.

CRM 141