Customer Experience Matrix

Rating the Crowd-Sourced Marketing Software Review Sites

Customer Experience Matrix

Reviewer information on all sites except Software Advice starts with verifying that the user is a real person through requiring a LinkedIn log-in.

Review 149

LinkedIn Buys Fliptop: Why Account Based Marketing and Predictive Analytics Are a Natural Fit

Customer Experience Matrix

Predictive analytics vendor Fliptop today announced its acquisition by B2B social network LinkedIn. The Fliptop/LinkedIn deal is just more evidence of the connection. I expect LinkedIn will use Fliptop's capabilities in these ways among others.

Buy 72

Trending Sources

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

Pepper Global is based on a survey of the B2B Technology Marketing Community on LinkedIn. The Interwebs have delivered an unusually rich trove of data about the marketing automation industry in the past few weeks.

News from Krux, Demandbase, Radius: Customer Data Takes Center Stage

Customer Experience Matrix

billion for LinkedIn. If Dreamforce seems a little less crowded than you expected this week, perhaps it's because I didn’t attend. But I’m still tracking the news from Salesforce and other vendors from my cave in Philadelphia.

Which B2B Marketing Automation Features Actually Get Used? Here's Some Data.

Customer Experience Matrix

More than 800 responses from the B2B Technology Marketing Community on LinkedIn. I’ve been writing a paper on the stages that marketers go through when deploying their marketing automation systems, the basic point being it’s important not to stop with just one feature.

Marketo Adds Custom Objects. It's a Big Deal. Trust Me.

Customer Experience Matrix

Similarly, the advertising features make it simpler to export audiences to receive ads in Facebook , LinkedIn , and Google and to find similar audiences in ad platforms Turn , MediaMath , and Rocketfuel. My first question when Marketo announced its new mobile app connector this week wasn’t, “What cool new things can marketers do?” but “Where is the data stored?” It''s not that I''m obsessed with data. Well, maybe a little.)

Microsoft Buys LinkedIn for $26.2 Billion: Get Ready for Software Vendors as Data Owners

Customer Experience Matrix

billion acquisition of LinkedIn. This is fascinating since Microsoft intersects with LinkedIn in several areas: Dynamics CRM software, Office productivity software, and Bing online advertising. LinkedIn is primarily a social network with revenue from subscriptions, recruiting services, and advertising. Done correctly, integration of LinkedIn with Dynamics CRM could provide a major boost to that product’s utility while creating a new barrier to competition.

New Marketing Automation Options for Small Business in the VEST Report

Customer Experience Matrix

CRM includes opportunity tracking, unlimited user defined fields, and automatic search of Facebook and LinkedIn when new contacts are added; algorithms can automatically estimate the right number of points for different events to build a predictive lead score.

Just Released: ABM Vendor Guide Gives Detailed Comparison of 40 ABM Vendors

Customer Experience Matrix

It’s nearly a month since my last blog post, which I think is the longest gap in the ten years I've been blogging. Some of pause was due to vacation, but mostly it was because I’ve been working feverishly to finish the Raab Guide to Account Based Marketing Vendors , which I’ve released today and you can purchase here. This was a huge project with the almost insanely ambitious goal of making sense of the ABM vendor landscape.

New Frontiers in Data Driven Marketing

Customer Experience Matrix

I recently gave a talk on New Frontiers in Data Driven Marketing, which managed to incorporate Barbie, Fred Astaire and Ginger Rogers, General Winfield Scott, and The Three Stooges. Let’s just say you had to be there.

Terminus Offers Targeted Display Ads for B2B

Customer Experience Matrix

For B2B marketers, this has happened mostly through Demandbase and what was formerly Bizo (now part of LinkedIn). Tuesday’s post on the Adobe Marketing Cloud illustrated the complexity of solutions that combine many marketing and advertising components.

VEST Report: Latest Trends in Marketing Automation, and Where's My Hoverboard?

Customer Experience Matrix

Google Adwords integration and advertising through Facebook, Twitter, and LinkedIn audiences are more widely available but I don’t include them here. I just finished the latest release of the B2B Marketing Automation Vendor Selection Tool , a.k.a. VEST Report.

Data Plus MarTech: HubSpot and Demandbase Join the Race

Customer Experience Matrix

The addition of individual-level targeting puts Demandbase on a more even plane with LinkedIn , which of course already sells advertising to its own huge database of more than 350 million profiles. I’m sure Demandbase would argue it has its own advantages over LinkedIn.)

Next-Generation Marketing Automation Systems Target Small Business

Customer Experience Matrix

On the other hand, it adds a powerful survey tool, easy conversion of emails to Facebook, Twitter, and LinkedIn messages, and easily created “instant offers”.

LeadLiaison Helps Marketing Automation Users Break the Content Bottleneck

Customer Experience Matrix

The system can use IP address to identify the company of anonymous visitors and will look up possible contact names at those firms from external sources including Data.com and LinkedIn. You may have noticed that there are many B2B marketing automation systems available.

RedPoint Offers Broad, Deep B2C Marketing Automation

Customer Experience Matrix

Content management includes an editor to create outputs for email, Web, SMS, Twitter, Facebook, FourSquare, LinkedIn and other formats. On days when I have nothing else to be cranky about, I sometimes fuss at how business-to-business software vendors hijacked the term “marketing automation” despite its long and relatively honorable history describing systems for consumer marketing.

B2C 72

Bizo and DemandBase Lead B2B Marketing Automation to Web Advertising and Beyond

Customer Experience Matrix

These now extend beyond display ads to social media advertising through Facebook and LinkedIn, Web site personalization through Adobe, Web analytics through Google Analytics and Adobe, and integration with Salesforce.com CRM, BlueKai DMP, and Eloqua marketing automation.

Social Media Features in Marketing Automation Systems: Who Does What?

Customer Experience Matrix

Social media is arguably overhyped as a marketing trend: it gets well under 10% of marketing budgets (different surveys have figures from 3% to 8%) and results are questionable (it was rated the least effective content marketing tactic in a recent MarketingProfs study ).

Customer Data Platform Industry Profile: A Look Inside the Numbers

Customer Experience Matrix

Since few industry vendors release financial or business details, the report relies on public sources including Owler for revenue estimates, Crunchbase for funding history, and LinkedIn for employee counts. My snarky twin at the Customer Data Platform Institute just published a new report on the CDP industry.

LeadSpace Offers A No-Memory Approach to B2B Lead Scoring

Customer Experience Matrix

LeadSpace, like the other vendors, scans Web sites, blogs, Twitter feeds, LinkedIn profiles, job hunting sites, and other sources to build a picture of a company’s business, managers, technologies, and similar attributes. My discussion last week of Infer , Mintigo , and Lattice Engines raised the question of what other B2B data vendors might be considered Customer Data Platforms. It’s easy to exclude companies that provide basic B2B lists ( D&B , Data.com , Netprospex , ZoomInfo , etc.)

Lead 32

The Biggest Gap in Marketing Software Selection Isn't Product Information

Customer Experience Matrix

Companies like g2crowd (my main point of reference here, although not my friend’s business) do a reasonably good job at controlling for these by requiring users to verify their identity by logging in through LinkedIn.

Nimble Adds Social Data to CRM

Customer Experience Matrix

Once you’ve added a contact, Nimble will automatically display their most recent Twitter, Facebook and LinkedIn activity every time you call up their record and let you send them messages through any of those products or by email. I had an intriguing demonstration yesterday from social CRM vendor Nimble.

CRM 33

Influitive Helps Marketers Build an Army of Advocates

Customer Experience Matrix

managing awards, and API-level integration to pull profile data ( LinkedIn ), record completed challenges ( Quora , Twitter , Facebook , LinkedIn) and announce completed challenges ( Salesforce.com Chatter). Marketers recognize the potential reach of social media, but are rightly frightened that they can’t control the message.

Help 30

Lattice Engines Automates All Steps in Prospect Discovery

Customer Experience Matrix

The company also monitors Twitter, Facebook company pages, Quora, and LinkedIn profiles of people within each sales person’s network. There’s nothing new about using public information to identify business opportunities: it’s why lawyers chase ambulances and bankers phone lottery winners.

Silverpop's Latest Release Targets Sophisticated Marketing Automation Buyers

Customer Experience Matrix

The system can publish directly to Twitter, Facebook, and LinkedIn accounts. Summary: Silverpop has continued to extend the marketing automation capabilities of its Engage platform. The latest release adds features that are most important to enterprise marketers. More than a year has passed since Silverpop merged its email and marketing automation systems into a single product, Engage 8.

ClickDimensions Grows Quickly by Offering B2B Marketing Automation as a Microsoft Dynamics CRM Add-On

Customer Experience Matrix

Web behavior tracking, lead scoring, and social discovery (searching for and importing public data on LinkedIn ) are also available. When I first wrote about ClickDimensions in a February, 2011 post , the concept was intriguing – a marketing automation add-on to Microsoft Dynamics CRM – but the product itself had been available for less than six months and claimed barely 50 clients.

CRM 9

Marketo Sales Insight Expands Salesforce Access to Marketing Data

Customer Experience Matrix

The system can also open a window to LinkedIn to let the sales rep find network contacts of her own. Summary: Marketo's new Sales Insight ranks prospects for sales people, based on recent Web and email activities. It lets Marketo sell seats to sales departments, which could be more lucrative than selling its core demand generation system. But I expect the sales automation vendors to take the business for themselves.

LinkedIn Buys Bizo and Oracle Adds Database Services: Everything Is Going According To Plan

Customer Experience Matrix

The past week brought two industry announcements: acquisition of Bizo by LinkedIn and new “Data as a Service” offerings from Oracle. It gives LinkedIn more tools to expand its marketing offerings and lets Bizo use LinkedIn data to improve targeting within its own products. Some eyebrows were raised by a statement on LinkedIn’s blog that it will sell off Bizo’s Data Solutions business, which markets Bizo’s 120 million name database of business contacts.

Buy 2

Venntive Adds Communities to Small Business Marketing Automation and CRM

Customer Experience Matrix

Social media support includes keyword searches and alerts; real-time or scheduled posting to multiple Twitter, LinkedIn and Facebook accounts; and detailed tracking of results. It has taken me some time to form a clear picture of Venntive.

Treehouse Interactive Refines Its Features and Targets Larger Firms

Customer Experience Matrix

The messages will be sent under the recipient’s own identity in systems including Facebook, MySpace , Twitter , LinkedIn and Digg. Summary: Treehouse Interactive has been slowly enhancing its marketing automation system with features that appeal to experienced users. Its new clients are larger firms and half are switching from another marketing automation product that they found inadequate. This might foreshadow attrition problems at other vendors.

HiveFire Curata Cuts the Work in Content Aggregation

Customer Experience Matrix

Content on the Web site can also be published through RSS subscriptions, email newsletters, Twitter, Facebook and LinkedIn. Summary: HiveFire Curata makes it easy to assemble and republish content on specialized topics, attracting visitors to your company’s Web site. Here’s an irony for you: the world is awash with content, but marketers struggle to find enough of it. It’s like a sailor dying of thirst. Of course, sailors really do die of thirst.

Real Examples of Social Media ROI

Customer Experience Matrix

Summary: some published examples of "hard" ROI from social media. As part of the preparation for next Tuesday’s Webinar with 1to1 Media and Neolane (register here ), I poked around for some concrete examples of ROI from social media. Here’s what I found. Socialnomics blog by Erik Qualman offers a dynamic video with 33 “salient examples and data points” about social media ROI.

Aprimo Marketing Studio Supports Sophisticated Business Marketers

Customer Experience Matrix

Marketing Studio offers a blog engine tailored to corporate needs: managers can review and approve posts; the system can automatically notify Twitter , LinkedIn and Facebook of new post; and each blog topic is assigned a different URL, which helps with search engine rank. Summary: Aprimo Marketing Studio offers powerful features in an on-demand system for sophisticated business and consumer marketers. You know who you are.

Acxiom Uses Social Media Data to Segment Email Lists

Customer Experience Matrix

Apparently (and I’m taking Acxiom’s word on this), this data is publicly available from most social networks ( Twitter , Facebook , MySpace , LinkedIn , Plaxo and some more specialized ones) once you know someone’s email address. Summary: Acxiom's new social media marketing tool gathers public data about social media links and uses it to segment email lists. It's a different, and arguably more practical, approach to helping marketers take advantage of social media.

Pedowitz Group's Sweet Suite Builds the Missing Link between Social Media and Marketing Automation

Customer Experience Matrix

Probably the most common are products that make it easier to post comments or share links via Facebook , LinkedIn , Twitter and other public forums. The system scans Twitter, Facebook and LinkedIn for mentions and can make automated replies when it finds something. Summary: Pedowitz Group’s Sweet Suite captures social media comments and forwards them to a company’s primary marketing automation system.

Demand Generation Vendors Offer Few Social Media Applications

Customer Experience Matrix

This lets people easily send a Tweet, post to a Facebook wall or create a LinkedIn article that points to the original content. It lets marketers or sales people specify companies and individuals to monitor, and then scans media including social networks (LinkedIn, Facebook), public forums (blogs, wikis, Diggs, Twitter), paid sources (D&B, Zoom, Jigsaw,) and Web pages for information about those entities.

Alterian Pushes Into Social Media Management with Techrigy Acquisition

Customer Experience Matrix

This isn’t about making it easy to react to comments on Twitter , add friends on Facebook , or research prospects on LinkedIn , which is how most marketing automation vendors are approaching social media. message boards/forums (such as LinkedIn discussions), wikis (such as Wikipedia ), video and photo sharing sites ( Flickr , YouTube ), and some mainstream media blogs ( The New York Times , Wall Street Journa l).

Genius.com Adds Short URLs to Capture Social Media Replies

Customer Experience Matrix

In Genius’s case, this means that visitors can be associated with a company via their IP address, offered an online chat and scored on their activities and form responses, while salespeople can be alerted to important events, find related data or leads in JigSaw or LinkedIn , replay the Web site visit and access the full activity history. Summary: Genius.com is adding a URL shortener that will tie social media responses into the regular flow of demand generation and lead management.

URL 2

Red Herring CMO Conference: What Do Marketers Really Want?

Customer Experience Matrix

LinkedIn) and for business-oriented communities. I’ve spent the last two days at Red Herring Magazine’s CMO8 conference , which was both excellent and a welcome change from my usual focus on the nuts and bolts of marketing systems. Reflecting Red Herring’s own audience, the speakers and audience were largely from technology companies and many presentations were about business-to-business rather than business to consumer marketing.

HubSpot Announces LinkedIn, Facebook Partnerships and Free Marketing Automation Edition at INBOUND Conference

Customer Experience Matrix

A new LinkedIn integration shows profiles from LinkedIn Sales Navigator within HubSpot CRM screens for users who have a Sales Navigator subscription. These relationships reflect the growing prominence of HubSpot among CRM/marketing automation vendors, which gives companies like Microsoft and LinkedIn a reason to pick HubSpot as a partner. crm facebook freemium hubspot inbound marketing linkedin marketing automation