INDUSTRY INSIGHTS YOUR PEERS ARE READING
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. Marketing can’t be automated.) Pricing: contact vendor. ” — Marketing Insider Group. MORE
You begin to look at the options for marketing software, and. There are hundreds of different marketing software tools out there, most offering some variety of automation, email, and analytical functionality. With marketing automation, you get that email data plus much more. MORE
It’s time to wrap up this series of posts on marketing automation vendor selection, which were based on my November 10 Webinar with Neolane (replay available here ). I gave my own ideas about what the future might hold in Marketing Vendor Selection: Trends You'll Need to Support. MORE
If you’re a small or medium size business selling to consumers, you probably want to both automate and personalize your marketing campaigns. The solution, of course, is marketing automation linked to your customer relationship management (CRM) software. MORE
Marketers can do a better job of picking their marketing automation vendors if they roll up their sleeves and work at it. But you also need a vendor who will support your long-term success. Here are some ways to identify a “future-safe” vendor. MORE
It’s clear that 2015 has been the breakout year for predictive analytics in marketing, with at least $242 million in new funding, compared with $366 million in all prior years combined. Maybe I shouldn't be surprised that predictive marketing vendors seem to have anticipated this. MORE
Marketing automation vendors are being cornered by a monster of their own creation. No doubt the marketing industry owes a debt of gratitude to the marketing automation industry. MORE
The introductory concept is Trouble in Paradise: marketing automation is growing quickly but users are dissatisfied. In fact, our research shows that unsatisfied marketers often have purchased a system that didn’t meet their needs. I’m sad. MORE
But when it comes to marketing automation – if you know what to plan for and what to expect, it doesn’t have to be so painful. What is it you want marketing automation to achieve for you? Do make it clear that people are opting-in to receive your marketing messages. MORE
The third and final post describes scoring for vendor strength. Beyond assessing a vendor's current product, buyers also want to understand the current and future market position of the vendor itself. MORE
When speaking with leading enterprise marketers who chose to re-platform, many expressed the need to change their marketing automation system due to issues with vendor support, price, performance, scalability and sometimes their own ability (or inability) to work with IT. MORE
It’s always been obvious that agencies were a sensible channel for marketing automation vendors to pursue, but I’m beginning to wonder whether agencies might turn out to be the primary channel for such systems, excepting only direct sales to large enterprises. MORE
Microsoft today announced the acquisition of marketing management system vendor MarketingPilot , which will become part of its Dynamics CRM group. MarketingPilot is best described as integrated marketing management for mid-tier companies. MORE
As I mentioned in last week''s post , I’m writing a paper on stages of marketing automation deployment. The premise of the paper and Webinar is marketing automation has a problem: clients who don’t move beyond basic email functions are unhappy. MORE
Marketers look to their marketing automation platforms (MAPs) not only to execute many of their demand generation activities, but also to understand the effectiveness of their marketing programs. I’ve worked with marketers and MarTech tools for most of my career. MORE
Finding the best marketing automation vendor for your business can be a difficult proposition. In a lot of ways, it’s like searching for an email service provider (ESP), since email marketing is a key part of the functionality of most marketing automation platforms. MORE
Summary: consolidation isn't new among marketing software vendors. As I wrote in my June 30 post on consolidation among marketing automation vendors , I expect the number of competitors to shrink fairly quickly as new buyers concentrate their purchases among a handful of leading vendors. This is a natural result of a maturing market, as technology-oriented pioneers are replaced by buyers less likely to research their options in depth. MORE
I’ve been creeping in that direction with the previous two posts about revenues, growth rates, and market share. In a young industry like B2B marketing automation, the primary focus is growth, and I published some figures on that yesterday (repeated below). MORE
The only real question about free, open source marketing automation from Mautic is what took so long. The core features of B2B marketing automation have been well understood for nearly ten years and prices have been dropping steadily for about the same time. MORE
Yesterday I released the mid-year edition of the VEST Report on B2B marketing automation vendors, thereby meeting my self-imposed deadline of July 31. Here are some observations: - market positions are pretty stable. marketing automation martech VEST report MORE
I recently did a study of the strategies of B2B marketing automation vendors. Some approaches definitely had better track records than others, but it’s important to recognize that the market has changed over time, so past performance doesn’t necessarily indicate future success. MORE
Purchasing marketing automation software can be tricky, particularly if you’ve never utilized the software before. Marketing Automation marketing automation MORE
I’ve just published the latest edition of our B2B Marketing Automation Vendor Selection Tool (VEST), with updated entries on all your favorites and several new entries to boot. lots of new vendors. mid-market leadership may be up for grabs. MORE
I'm making a presentation on marketing technology selection at B2BLeadsCon in New York next week, and had thought to start with the usual Oh-My-God-There-Are-So-Many-Vendors slide to get everybody's attention. MORE
But the fact that all three vendors are addressing the topic raises some interesting questions. Why does this matter to technology and marketing professionals? That problem is the need of marketers (and others) to combine data from all sources into easily accessible customer profiles. CRM and marketing automation systems don’t easily combine data from external sources. It's taken a while but all three vendors now acknowledge that a CDP must store its own data. MORE
Research company TrustRadius just published their new edition of the “Buyer’s Guide to Marketing Automation Software,” and it’s a doozy. Incidentally, some of the most interesting reading is seeing how each vendor responded to critiques of its product.) MORE
As each new year approaches, marketing teams often search for ways to be more productive and successful. This means reviewing the past year’s accomplishments, identifying bad habits, and rethinking marketing processes. The first thing you can do is read our blog post from Friday for some tips on creating your 2017 marketing plan. This is where marketing automation helps. Ah, the life of today’s marketer. Is your tool built for sales or marketers? MORE
Summary: The first of three posts describing my new scoring system for B2B marketing automation vendors. I’ve finally had time to work up the vendor scores based on the 150+ RFP questions I distributed back in September. MORE
As I mentioned yesterday, our new B2B Marketing Automation Vendor Selection Tool (VEST) asks vendors to estimate the number of clients in each of four size categories. But not all of these are B2B marketers. MORE
Summary: Yesterday's post described the objectives of my product fit scores for B2B marketing automation vendors and how I set up the original weighting for individual elements. I decided I could base this on the features each set of vendors provided. MORE
So, it turns out that while I’ve been obsessing over vendor selection workbooks, our friends at marketing automation vendor Alterian up and got bought last week by language technology vendor SDL for about $107 million. I’m most familiar with SDL as a Web content management vendor, although their financial statements show that just over 75% of their revenue comes from manual and automated language translation. MORE
On May 6, AOL and Google announced their respective acquisitions of attribution vendors Convertro and Adometry. These announcements all illustrate the increasingly central role that data is playing in marketing technology. MORE
set their own weights for the different scoring categories and do detailed, side-by-side comparisons of vendors they select. Vendor names have been replaced with football teams and the specific details are excluded. In case it’s not obvious, you can move the little sliders on the “Sector Chart” tab to see how the different vendors move around depending on how you weight different categories of attributes. I’ve been having way too much fun working on my new industry report. MORE
Marketing automation reports can be a great source of info when looking for the right vendor. Consider these 3 types of vendor reports when researching. Marketing Automation Reports & Analytics analyst report crowd sourced report marketing automation reports research MORE
Over at the Modern Marketing Blog , Steve Earl offers his theory as to why enterprise marketers choose to switch to a different marketing platform. In the broader market, however, our agency’s experience tells a different story. MORE
Act-On
NOVEMBER 1, 2018
Marketing automation reports can be a great source of info when looking for the right vendor. Consider these 3 types of vendor reports when researching. Marketing Automation Reports & Analytics analyst report crowd sourced report marketing automation reports research
The Point
SEPTEMBER 25, 2018
Over at the Modern Marketing Blog , Steve Earl offers his theory as to why enterprise marketers choose to switch to a different marketing platform. In the broader market, however, our agency’s experience tells a different story.
Customer Experience Matrix
JUNE 12, 2014
I recently did a study of the strategies of B2B marketing automation vendors. Some approaches definitely had better track records than others, but it’s important to recognize that the market has changed over time, so past performance doesn’t necessarily indicate future success.
Customer Experience Matrix
DECEMBER 29, 2010
The third and final post describes scoring for vendor strength. Beyond assessing a vendor's current product, buyers also want to understand the current and future market position of the vendor itself.
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Customer Experience Matrix
NOVEMBER 19, 2011
It’s time to wrap up this series of posts on marketing automation vendor selection, which were based on my November 10 Webinar with Neolane (replay available here ). I gave my own ideas about what the future might hold in Marketing Vendor Selection: Trends You'll Need to Support.
|
Customer Experience Matrix
DECEMBER 28, 2010
Summary: Yesterday's post described the objectives of my product fit scores for B2B marketing automation vendors and how I set up the original weighting for individual elements. I decided I could base this on the features each set of vendors provided.
Customer Experience Matrix
AUGUST 21, 2015
I'm making a presentation on marketing technology selection at B2BLeadsCon in New York next week, and had thought to start with the usual Oh-My-God-There-Are-So-Many-Vendors slide to get everybody's attention.
Customer Experience Matrix
OCTOBER 17, 2012
Microsoft today announced the acquisition of marketing management system vendor MarketingPilot , which will become part of its Dynamics CRM group. MarketingPilot is best described as integrated marketing management for mid-tier companies.
Customer Experience Matrix
AUGUST 2, 2012
I’ve been creeping in that direction with the previous two posts about revenues, growth rates, and market share. In a young industry like B2B marketing automation, the primary focus is growth, and I published some figures on that yesterday (repeated below).
Webbiquity
JULY 12, 2016
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. Marketing can’t be automated.) Pricing: contact vendor. ” — Marketing Insider Group.
|
Customer Experience Matrix
NOVEMBER 17, 2011
Marketers can do a better job of picking their marketing automation vendors if they roll up their sleeves and work at it. But you also need a vendor who will support your long-term success. Here are some ways to identify a “future-safe” vendor.
Reachforce
MAY 2, 2016
Purchasing marketing automation software can be tricky, particularly if you’ve never utilized the software before. Marketing Automation marketing automation
Customer Experience Matrix
NOVEMBER 9, 2015
It’s clear that 2015 has been the breakout year for predictive analytics in marketing, with at least $242 million in new funding, compared with $366 million in all prior years combined. Maybe I shouldn't be surprised that predictive marketing vendors seem to have anticipated this.
Customer Experience Matrix
JUNE 17, 2019
But the fact that all three vendors are addressing the topic raises some interesting questions. Why does this matter to technology and marketing professionals? That problem is the need of marketers (and others) to combine data from all sources into easily accessible customer profiles. CRM and marketing automation systems don’t easily combine data from external sources. It's taken a while but all three vendors now acknowledge that a CDP must store its own data.
The Point
MARCH 3, 2015
It’s always been obvious that agencies were a sensible channel for marketing automation vendors to pursue, but I’m beginning to wonder whether agencies might turn out to be the primary channel for such systems, excepting only direct sales to large enterprises.
Modern Marketing
SEPTEMBER 19, 2018
When speaking with leading enterprise marketers who chose to re-platform, many expressed the need to change their marketing automation system due to issues with vendor support, price, performance, scalability and sometimes their own ability (or inability) to work with IT.
Act-On
SEPTEMBER 22, 2016
But when it comes to marketing automation – if you know what to plan for and what to expect, it doesn’t have to be so painful. What is it you want marketing automation to achieve for you? Do make it clear that people are opting-in to receive your marketing messages.
Customer Experience Matrix
OCTOBER 15, 2013
As I mentioned in last week''s post , I’m writing a paper on stages of marketing automation deployment. The premise of the paper and Webinar is marketing automation has a problem: clients who don’t move beyond basic email functions are unhappy.
InsightSquared
MARCH 29, 2018
Marketing automation vendors are being cornered by a monster of their own creation. No doubt the marketing industry owes a debt of gratitude to the marketing automation industry.
Customer Experience Matrix
FEBRUARY 4, 2014
I’ve just published the latest edition of our B2B Marketing Automation Vendor Selection Tool (VEST), with updated entries on all your favorites and several new entries to boot. lots of new vendors. mid-market leadership may be up for grabs.
Act-On
SEPTEMBER 26, 2016
You begin to look at the options for marketing software, and. There are hundreds of different marketing software tools out there, most offering some variety of automation, email, and analytical functionality. With marketing automation, you get that email data plus much more.
The Point
DECEMBER 16, 2015
Research company TrustRadius just published their new edition of the “Buyer’s Guide to Marketing Automation Software,” and it’s a doozy. Incidentally, some of the most interesting reading is seeing how each vendor responded to critiques of its product.)
InsightSquared
APRIL 12, 2018
Marketers look to their marketing automation platforms (MAPs) not only to execute many of their demand generation activities, but also to understand the effectiveness of their marketing programs. I’ve worked with marketers and MarTech tools for most of my career.
Customer Experience Matrix
JANUARY 17, 2011
set their own weights for the different scoring categories and do detailed, side-by-side comparisons of vendors they select. Vendor names have been replaced with football teams and the specific details are excluded. In case it’s not obvious, you can move the little sliders on the “Sector Chart” tab to see how the different vendors move around depending on how you weight different categories of attributes. I’ve been having way too much fun working on my new industry report.
Biznology
JUNE 6, 2018
If you’re a small or medium size business selling to consumers, you probably want to both automate and personalize your marketing campaigns. The solution, of course, is marketing automation linked to your customer relationship management (CRM) software.
Customer Experience Matrix
DECEMBER 6, 2011
So, it turns out that while I’ve been obsessing over vendor selection workbooks, our friends at marketing automation vendor Alterian up and got bought last week by language technology vendor SDL for about $107 million. I’m most familiar with SDL as a Web content management vendor, although their financial statements show that just over 75% of their revenue comes from manual and automated language translation.
Customer Experience Matrix
DECEMBER 27, 2010
Summary: The first of three posts describing my new scoring system for B2B marketing automation vendors. I’ve finally had time to work up the vendor scores based on the 150+ RFP questions I distributed back in September.
Marketing Action
APRIL 2, 2015
Finding the best marketing automation vendor for your business can be a difficult proposition. In a lot of ways, it’s like searching for an email service provider (ESP), since email marketing is a key part of the functionality of most marketing automation platforms.
Customer Experience Matrix
JUNE 19, 2015
The only real question about free, open source marketing automation from Mautic is what took so long. The core features of B2B marketing automation have been well understood for nearly ten years and prices have been dropping steadily for about the same time.
Customer Experience Matrix
JULY 31, 2015
Yesterday I released the mid-year edition of the VEST Report on B2B marketing automation vendors, thereby meeting my self-imposed deadline of July 31. Here are some observations: - market positions are pretty stable. marketing automation martech VEST report
Customer Experience Matrix
NOVEMBER 1, 2014
The introductory concept is Trouble in Paradise: marketing automation is growing quickly but users are dissatisfied. In fact, our research shows that unsatisfied marketers often have purchased a system that didn’t meet their needs. I’m sad.
Act-On
DECEMBER 5, 2016
As each new year approaches, marketing teams often search for ways to be more productive and successful. This means reviewing the past year’s accomplishments, identifying bad habits, and rethinking marketing processes. The first thing you can do is read our blog post from Friday for some tips on creating your 2017 marketing plan. This is where marketing automation helps. Ah, the life of today’s marketer. Is your tool built for sales or marketers?
Customer Experience Matrix
JULY 22, 2010
Summary: consolidation isn't new among marketing software vendors. As I wrote in my June 30 post on consolidation among marketing automation vendors , I expect the number of competitors to shrink fairly quickly as new buyers concentrate their purchases among a handful of leading vendors. This is a natural result of a maturing market, as technology-oriented pioneers are replaced by buyers less likely to research their options in depth.
Customer Experience Matrix
JULY 12, 2011
As I mentioned yesterday, our new B2B Marketing Automation Vendor Selection Tool (VEST) asks vendors to estimate the number of clients in each of four size categories. But not all of these are B2B marketers.
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