3 Types of Vendor Reports When You Need Marketing Automation

Act-On

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

Report 127

A Guide to Marketing Automation

Zoominfo

While marketing professionals understand marketing automation can streamline essential processes, many do not leverage these systems to their full advantage. Marketing automation is beneficial. What is Marketing Automation, And Why is it Important?

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Why Marketing Automation Customers are Migrating Downstream

The Point

Over at the Modern Marketing Blog , Steve Earl offers his theory as to why enterprise marketers choose to switch to a different marketing platform. Now, Steve happens to work in product marketing for Oracle Marketing Cloud , home of Eloqua, typically regarded as the most feature-rich (some would say: complex) marketing automation solution on the market. In the broader market, however, our agency’s experience tells a different story.

Why Is Marketing Automation Maturity Still Woeful?

The Point

Almost 5 years ago, our agency conducted a survey to determine whether B2B companies were getting maximum value from their investment in marketing automation. Why does marketing automation as a whole continue to suffer from gross underutilization?

B2B Marketing Automation Vendor Strategies: What's Worked and What's Next

Customer Experience Matrix

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. What I found most intriguing was the sheer diversity of the approaches, showing that vendors continue to explore new paths to success. Most vendors used more than one strategy.

Vendor 171

Ranking B2B Marketing Automation Vendors: Part 3

Customer Experience Matrix

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. I had much less data to work with relating to vendor strength and there are many fewer conceptual issues. As you'll see below, the bulk of the weight was assigned to concentration within each market.

Vendor 166

Marketing Automation Vendor Selection: Summing Up

Customer Experience Matrix

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 ). Marketers have been doing such a bad job of selecting systems that they should forget their old approach and start from scratch. I gave my own ideas about what the future might hold in Marketing Vendor Selection: Trends You'll Need to Support.

Vendor 166

Ranking B2B Marketing Automation Vendors: Part 2

Customer Experience Matrix

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. But the original set of scores seemed to favor more complex products, even for small business marketers. I decided I could base this on the features each set of vendors provided. The only necessary assumption is that vendors offer the features that their target buyers need most.

Vendor 172

Latest Marketing Technology Acquisitions Bypass Marketing Automation Vendors

Customer Experience Matrix

On May 6, AOL and Google announced their respective acquisitions of attribution vendors Convertro and Adometry. Since then, Acxiom purchased online/offline identity matching vendor LiveRamp and SAP bought behavioral targeting vendor SeeWhy , tag management vendor Tealium announced connectors to several email platforms, and the Phillies lost nine of 14 baseball games. The particular not-ness that I have in mind is not being a marketing automation system.

Vendor 192

Landscape of MarTech Vendor Directories

Customer Experience Matrix

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. I considered labeling this a "landscape of landscapes" but quickly realized that (a) it's not all that witty and (b) six vendors isn't enough. I did look at every vendor shown in the graphic and each includes at least some marketing systems.

Vendor 200

Raab Report: Financial Comparison of B2B Marketing Automation Vendors

Customer Experience Matrix

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). This may be one reason the market gave it a relatively conservative valuation. I’ll repeat that the financial markets care much less about that than growth.

Are Agencies the Future of Marketing Automation?

The Point

I was intrigued to read a recent post by David Raab, a leading analyst in the marketing automation space, on his blog, “Customer Experience Matrix,” in which he writes about the role that agencies play in the sale and management of marketing automation systems ( bold emphasis mine): “It seems that just about every (marketing automation vendor) now touts special features to support marketing agencies that resell the system to their clients or operate the system on the clients’ behalf.

Agency 185

Microsoft Buys Marketing Automation Vendor MarketingPilot: Start of Something Big?

Customer Experience Matrix

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. It has a pretty low profile in the B2B marketing automation world, partly because it serves a mix of B2C and B2B clients but mostly because it started as a marketing operations management system.

Vendor 196

Avoid these 10 Marketing Automation Rookie Mistakes

Oracle

If your company is considering marketing automation or you have recently implemented it, you are not alone. According to The State of the Marketing Technology Industry , only 3% of businesses surveyed use one of the four most common marketing automation systems. Clearly, a lot of marketers are going to be very new to this. They will have to try and convince stakeholders to budget for marketing automation. Some marketers will fail.

Why Are Marketing Automation Vendors Failing to Meet Their Customers’ Most Intense Need: Advanced Reporting?

InsightSquared

Marketing automation vendors are being cornered by a monster of their own creation. That’s the conclusion of a new InsightSquared and Heinz Marketing report, titled “ Marketing Automation Platform (MAP) Satisfaction Survey 2018: Are Marketing Automation Vendors Still Meeting the Needs of Today’s Marketer?”. No doubt the marketing industry owes a debt of gratitude to the marketing automation industry.

5 leading providers of enterprise marketing automation solutions

ClickZ

30-second summary: We provide five examples of enterprise-level providers of marketing automation solutions including industry case studies. The global marketing automation software market was $2.4 What is marketing automation software?

Marketing Automation Selection: Finding a Future-Safe Vendor

Customer Experience Matrix

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. Past innovations: a history of advanced thinking shows the vendor understands marketers’ needs and suggests they'll adapt well to the future. software evaluation marketing automation vendor selectio

Vendor 158

Marketing Automation: Lessons from 4 case studies

B2B Lead Generation

Tweet Marketing automation technology has become an indispensable tool in the complex sale marketer’s arsenal. Add lead scoring and tracking through that final conversion to sale and the task is flat out impossible without automation. Case Study #1 – Marketing Automation: 200% increase in lead volume for software company after implementation. Lincoln said the automation solution was even integrated with SmartBear’s webinar platform.

Using Marketing Automation to Build Awareness

Experiture

Experiture Blog - Customer Experience Marketing Platform - Best Practices and thought leadership. A company can enhance lifetime value by implementing customer engagement marketing programs through each customer lifecycle stage, from awareness through engagement to sale. Marketing automation in the form of automated, ongoing personalized messaging, engages customers at every stage of the customer lifecycle. Using Marketing Automation to Build Awareness.

Using Marketing Automation to Build Awareness

Experiture

Experiture Blog - Customer Experience Marketing Platform - Best Practices and thought leadership. A company can enhance lifetime value by implementing customer engagement marketing programs through each customer lifecycle stage, from awareness through engagement to sale. Marketing automation in the form of automated, ongoing personalized messaging, engages customers at every stage of the customer lifecycle. Using Marketing Automation to Build Awareness.

Using Marketing Automation to Build Awareness

Experiture

Experiture Blog - Customer Experience Marketing Platform - Best Practices and thought leadership. A company can enhance lifetime value by implementing customer engagement marketing programs through each customer lifecycle stage, from awareness through engagement to sale. Marketing automation in the form of automated, ongoing personalized messaging, engages customers at every stage of the customer lifecycle. Using Marketing Automation to Build Awareness.

Evolution not Revolution: The Future of Marketing Automation

Oracle

So, how does this apply to Marketing Automation? Marketing Automation is still growing up , and in terms of sophistication it's probably still in its teen years, just past the teenage angst stage, and now moving into an age of conformity where it realises mum & dad aren't so bad! Even if the future of Marketing Automatoin is not revolutionary, it will definitely still be evolutionary. Marketers Will Be More Empowered. Marketing Automation

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. Marketing can’t be automated.) But “segmented prospect email followup sequence design and automation,” while a more accurate label for the category, certainly isn’t as catchy. Here are 14 of the best marketing automation tools based on their popularity with reviewers.

Marketing Automation Vendors Are Not Delivering On Marketers’ Needs For Reporting And Analytics. Here’s Why.

InsightSquared

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. However marketers are largely dissatisfied with the reporting their MAPs offer. I’ve worked with marketers and MarTech tools for most of my career. Like my competitors, I too struggled with building effective reporting for marketers.

B2B Marketing Automation Vendor Comparison -- Here's a Sample

Customer Experience Matrix

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.

The One Marketing Automation Guide You’ll Ever Need?

The Point

Research company TrustRadius just published their new edition of the “Buyer’s Guide to Marketing Automation Software,” and it’s a doozy. Let’s face it, most martech “guides” are written by, well, marketers, and are either sponsored by or authored by the technology vendors themselves, so the content needs to be read with a critical eye. Incidentally, some of the most interesting reading is seeing how each vendor responded to critiques of its product.)

SDL Buys Marketing Automation Vendor Alterian for $107 Million

Customer Experience Matrix

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.

Vendor 180

Predictive Marketing Vendors Look Beyond Lead Scores

Customer Experience Matrix

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. I wrote last month about Everstring ’s expansion to the world of intent data and account based marketing. It takes zero effort on the marketer’s part and the answer comes back in 24 hours.

Marketing Automation Vendor Consolidation: Lessons from History

Customer Experience Matrix

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.

Vendor 171

Marketing Automation Won’t Solve All Your Marketing Problems

Oracle

Marketers want their jobs to be easy. We don’t expect them to be easy, because other marketers tell us that marketing is hard, but we can hope just the same. And as the calendar is approaching late December, there is even some thought that we can ask for marketing guidance and simplicity as our collective holiday gift. There is also the declining response rates as people are inundated with marketing messages that do not engage them. Marketing Automation

4 Things To Look For In A Marketing Automation Platform

Oracle

I've spent a lot of time lately with CEOs, CMOs, and other marketing professionals. For the first time, marketers are being held accountable for revenue target s as their top most priority. First, all of our customers are facing increased competition from companies where marketing is at the core of the company. Those of us in marketing are going to be held more and more responsible for measurable goals. Because it is the fabric of modern marketing.

Can you do top-of-funnel marketing automation without CRM?

Biznology

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. Fortunately for SMB marketers, CRM is becoming main stream. Marketing automation combined with CRM is a real benefit to sales organizations. Email marketing hub.

CRM 138

Marketing Automation's Unhappy Users: Trouble in Paradise?

Customer Experience Matrix

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. Last week’s post provided statistics that show how many marketers fail to make this transition, but it didn’t actually show why this matters.

4 Signs You Should Call Your Marketing Automation Partner

Oracle

Whatever the reason, marketers often go it alone. There are those in the marketing automation space who have learned to recognize the following four signs that they should seek help. Call and ask the vendor if there is an offering for a dedicated expert resource you can regularly consult. Call the vendor. It can pay to get a check-up on your marketing automation efforts. Advise the vendor that you wish to be part of their strategic advisory body.

It's CDP Time for Marketing Cloud Vendors

Customer Experience Matrix

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.

Vendor 177

Top 10 Marketing Automation Mistakes

The Point

It’s well documented that, of the companies who invest in marketing automation, many fail to achieve maximum return from that investment, or even utilize marketing automation technology to its full capacity. Many of the pitfalls that cause the returns on marketing automation to fall short can be distilled into a handful of common issues. In our agency’s work with marketing automation users , we’ve identified 10 of the most common mistakes to avoid: 1.

What Is Marketing Automation: Definition, Benefits & Uses

Single Grain

Marketing automation is extremely important to improve the overall success ratio of your marketing campaigns because it manages every activity related to marketing. The marketing automation software market is set to grow from $3.3