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. But CDPs have been developed by relatively small specialist vendors, which many enterprise buyers are reluctant to consider. It's taken a while but all three vendors now acknowledge that a CDP must store its own data. Cynics might say it also confirms that software vendors define user requirements based on what their systems currently do, not what users actually need.

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Self-Serve is a Great Model for Vendors ? and Customers


Self-serve is an effective, cost-saving strategy for software vendors. And while workers reacted negatively to losing secretarial assistance for report generation and letter-writing, the adoption of new office productivity technologies that accelerated in the ensuing years validated the decision to expect employees to assume more responsibility. Both customers and vendors benefit from self-serve because it places the concept of customer value front and center.

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5 digital marketing facts to help validate your efforts


In addition to that impressive data point above, 78 percent of leads buy from the vendor that responds to them first. The post 5 digital marketing facts to help validate your efforts appeared first on Choozle: Digital Advertising Made Easy. “Why does that budget need to be that high?” ” “How can we prove that this strategy impacts our bottom line?” ” “…Where is all of this going?”

Sorry, But “How Many Touches Does it Take to Make a Sale?” is No Longer a Valid Question

The Point

The Rule of Seven harkens back to a day when the salesperson was in control, when buyers did little to no research before talking to vendors, and when marketing was simply a string of pitches extolling the virtues of a company’s product. On a recent conference call with a prospective client, the Vice President of Sales chimed in with a question: “How many touches do you think it takes before someone becomes a lead?”.

Half of B2B Tech Marketing Prospects Consume 11 or More Pieces of Vendor Content

Sword and the Script

A survey by Spiceworks Ziff Davis found B2B tech marketing prospects say they consume 11 or more piece of vendor content Pieces of content. It’s also worth pointing out that one in 10 say they don’t consume any vendor content at all.

Vendor 113

McKinsey Research Again Validates Social Technology Benefits

Paul Gillin

They say that with fewer constraints on social technologies at their companies, boundaries among employees, vendors, and customers will blur; that more employee teams will be able to organize themselves; and that data-driven decision making will rise in importance. Here are highlights from the fifth annual McKinsey study, “ How social technologies are extending the organization ” (registration required).

Getting the Most Out of Google Shopping as a B2B E-Commerce Vendor

KoMarketing Associates

Google Shopping Challenges for B2B E-Commerce Vendors. However, these challenges shouldn’t necessarily prevent B2B e-commerce vendors from integrating their products into Google Shopping. For B2B e-commerce vendors, adding the Google Trusted Store logo to their shopping experience can be a significant factor in establishing trust from evaluating buyers.

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5 Questions To Ask Your ABM Vendor In 2020


If Account-Based Marketing (ABM) is in the plan for 2020, then you’ve probably done your research and maybe even started talking to a few technology vendors. That’s why I’ve put together 5 questions to ask during your next vendor call. Not all vendors fit all initiatives. In this case, see if your vendor offers training and certification for general ABM, not just their own products. Some questions that might be helpful: How does the vendor approach the sales cycle?

Picking Your Best Marketing Automation Vendor: One Size Won't Fit All

Customer Experience Matrix

Summary: Vendor scores from our new B2B Marketing Automation Vendor Selection Tool offer new proof of an old truth: there's no one best system for everyone. The one point I make every time I discuss software selection is that you have to find a vendor that matches your own business needs. My reluctance to contribute to this error is the main reason I’ve carefully avoided any formal ranking of vendors over the years. for vendor fit.

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When it Comes to Choosing Data Vendors, Buyer Beware

HG Data

However, even if you succeed in implementing a comprehensive data strategy for your organization, you can still end up with poor results thanks to the clever shell game so many of my fellow data vendors play to hide the inadequacies of their data. Traditional vendors are packrats when it comes to data. The LeadJen Data ROI Study , for example, estimates that when lead data is not adequately validated the cost can be more than $20,000 in wasted time per sales rep.

4 Trends That Show How the B2B Technology Buyer & Vendor Relationship is Changing


Is the dynamic between tech buyers and vendors changing in 2018? This post from Chanell Alexander at TrustRadius explores their recent findings on the disconnect between B2B tech buyers and vendors - and outlines how vendors can gain a competitive edge. The Disconnect Between B2B Tech Buyers and Vendors. So, how effective are vendors today at meeting buyer expectations and aligning with their purchasing journeys?

2018 Martech 5000 Supergraphic: 5 Tips on How to Choose a Lead Gen Vendor


Marketers are faced with so many nuances and variables when choosing vendors for their martech stack. To help you sort through the options and make sense of the logo-lunacy, here are a few tips for how to choose a lead gen vendor. G2 Crowd boasts, “491,300+ validated user reviews to help you make smarter decisions” on software and business services. When sourcing lead generation vendors, marketers should consider the current and future capacity to support pipeline.

FAQ About PCI DSS – Essential Security For Businesses


You should not employ vendor-supplier defaults for safety parameters, such as system passwords. You must ensure that this scan is completed with a PCI SSC Approved Scanning Vendor. Contributed post.

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Why Social Media Matters for B2B Vendors

Webbiquity SMM

There is, so far, no b2b version of Yelp , and its unlikely there will be anytime soon, as many companies worry about the legal liability entailed in either endorsing or disparaging a specific vendor. B2b buyers use social media tools throughout their buying processes, from problem-solving and how-to content in the initial research phase through product/vendor comparisons and customer experience validation. They expect vendors to use it as well.

Anatomy of a Buyer Intent Signal

Aberdeen HCM Essentials

Below is a list of the vital parts of a valid intent signal — for this example, I’ve used the category of ‘Corporate Wellness Programs,’ which would be targeted towards HR and benefits staff in medium and large corporations. Late Stage Words – words that indicate the buyer is choosing between vendors (i.e., price’, ‘vendor’, ‘consulting’, ‘WorkStride’, ‘LifeDojo’, etc.). Review Sites – sites that vendors pay to register on for exposure among category vendors (i.e.,

Building a Complete List of CRM Selection Criteria (or, Learning to Love Vendor White Papers)

Customer Experience Matrix

In stating that the points in the paper were all valid, I didn’t mean that the paper itself is a fair treatment of the subject. There are other, equally valid points that the paper leaves out. point solutions: low cost, fitness to task (either doing one thing simply or providing deep, sophisticated functionality), vertical specialization by industry or business function, and vendor expertise.

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

Customer Experience Matrix

Suffice it to say that Raab Associates'' B2B Marketing Automation Vendor Selection Tool (VEST) is written by a professional analyst (me) who has assembled 200 rigorously defined points of comparison on 25 marketing automation systems, allowing buyers to quickly find vendors who meet their needs. Similarly, crowd-sourced sites can provide valid information on how easy it is to use a piece of software and how well the company does at customer support.

Getting Prospects to Engage: Its all about the Metrics

The ROI Guy

3) They don’t always trust the results – Prospects often have a hard time believing the results of a vendor provided ROI analyses. In fact, less than 15% of prospects currently trust vendor provided ROI. As a vendor, if you provide your own homegrown ROI tool you will automatically face more scrutiny. 3rd party validation Adoption Alinean Benchmarking business value selling Discovery Pisello ROI Selling Success Stories

Vendor ROI: Can it be trusted?

The ROI Guy

As an IT buyer you often don't have time to do your own ROI analyses, and often rely a lot on vendors to help. But, can vendor ROI analyses be trusted? Just like a reporter putting together a news story, your reliance on vendor ROI analyses depends on having a credible source and questioning/validating the facts. Factoring in risk on vendor-provided costs and benefits will help to create a more realistic and achievable business case.

Show Me the Money

The ROI Guy

Vendor provided calculators may look good, but without independent validation, will do little to convince today’s skeptical buyer. 3rd party validation Alinean business case Financial Justification Frugalnomics IDC Pisello Randy Perry ROI ROI Analysis The importance of financial justification / ROI proof for proposed solutions has increased further, this according to research by IDC. Today, 95% of decision makers require a business value analysis on some / all of investments.

Blockchain Will Be Huge. We Think.

What Works - What Doesn't

They are 1) that every transaction must be valid, 2) the history of each transaction must be immutable (impossible to change) and 3) all nodes must reach a consensus on which transactions are valid.) One vulnerability, he told the conference, is the consensus model by which blockchain nodes continually check the validity of entries in the distributed ledger. Content Marketing For IT Vendors Tech Trends additive manufacturing bitcoin blockchain content marketing

Announcing The Inaugural B2B Web Usability Report

KoMarketing Associates

Towards the middle of last year, Dianna Huff reached out to Casie Gillette and me with a simple idea: We’d seen many reports on how B2B buyers find information online and what tactics B2B marketers were using to reach target audiences, but we couldn’t find anything of significance when it came to the buying experience once that buyer actually got to the vendor website. What elements of the B2B vendor site were most valuable? We were surprised but validated by this data.

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B2B Lead Generation Blog: Dont Depend on Technology To Fill the Sales/Marketing Chasm

B2B Lead Generation

« Lead Generation Summit Notes | Main | Podcast: How to Nurture Leads » Dont Depend on Technology To Fill the Sales/Marketing Chasm I found this article by Janet White, author of Buying Right: Vendor and Software Selection on CRM Guru interesting. Positioning: How To Test, Validate, And Bring Your Idea To MarketB2B Lead Generation Blog About Free Resources Get FREE Updates Instantly Get A FREE Chapter from my book.

How to Build Trust with B2B Buyers in Today’s Digital Marketing Environment

KoMarketing Associates

The February 2020 edition of “The CMO Survey” revealed that more customers place an emphasis on trusting relationships with vendors when it pertains to business, outpacing factors such as superior innovation, product quality, and low price. These tactics are meant to build validate vendor expertise as well as improve performance in broader B2B SEO initiatives. Third Party Validation.

The 22 Best Virtual Event Platforms


Those scores were then combined to produce an overall rank; though, as explained below, most of these tools didn’t have enough ratings to produce a valid combined score. Pricing: contact vendor. Pricing: contact vendor. Pricing: contact vendor.

How to Map SEO Keyword Research to the B2B Buyer Journey

KoMarketing Associates

Understanding the B2B buyer’s journey , from awareness to vendor validation to sales readiness, becomes critical in developing a successful online marketing program. Navigational queries are more representative of the vendor-specific research process, including validation of the B2B vendors’ expertise and capabilities. What percentage of the top (first page) search engine results include vendor-specific product or solution-based web pages?

Your Feedback is Needed! This Year’s B2B Website Usability Survey

KoMarketing Associates

Earlier this year, we released findings from a survey we ran in conjunction with Dianna Huff, asking B2B buyers about the role vendor websites play in the B2B buying process. We’d seen many reports on how B2B buyers find information online and what tactics B2B marketers were using to reach target audiences, but we couldn’t find anything of significance when it came to the buying experience once that buyer actually got to the vendor website.

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Act-On’s a Leader in the Forrester Wave™ and What That Means to You


So, with that said, we were pretty excited to see Act-On Software named a Leader among lead-to-revenue management (L2RM) platform vendors in the Forrester Research, Inc., report: The Forrester Wave™: Lead-to-Revenue Management Platform Vendors, Q4 2016. “… What Act-On might miss in depth, it reaches in breadth,” writes author Lori Wizdo, Principal Analyst for Forrester Research in the report. They asked about a vendor’s support for different marketing and organizational strategies.

Tips From Demand Gen Report’s 2014 B2B Buyer Behavior Survey


Eloqua: The report notes that respondents are waiting a longer period to initiate engagement with vendors. Are vendors doing a better job at guiding the journey through content? Are buyers simply accessing information outside of vendor branded environments? Who on the vendor side should be the key stakeholders in managing this process?

The LinkedIn Publishing Platform Puts Power in the Hands of the B2B Buyer

KoMarketing Associates

But there is a bigger story here; the one that speaks to the fact that the B2B vendor is losing more and more control of the message they want to try to convey to their potential buying audiences. Buyers no longer need to rely on vendor information. They can research and explore vendor information across a range of platforms and social networks. Even when the buyer gets to the vendor site, there is still a significant period of time between evaluation and validation.

What's Next for the CDP Industry?

Customer Experience Matrix

It took some time for the vendors to realize that the database itself was ultimately more valuable than any one application, because the database was more central to their clients’ needs. Another reason is that CDPs also included third stream of vendors: tag managers whose original focus was on building connectors to ingest and distribute data. But a more realistic explanation is that clients are always asking for new features and vendors are eager to oblige.

Informatica Buys AllSight and What It Means for the CDP Industry

Customer Experience Matrix

Informatica announced last week that has purchased AllSight , a Toronto-based Customer Data Platorm vendor. This is interesting on several levels: A CDP vendor is being bought by an established enterprise data management firm. which purchased Treasure Data , is not a typical enterprise software vendor. The purchase confirms what we already knew: business managers recognize they need unified customer data and enterprise software vendors will offer them solutions.

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Three factors to consider when choosing a CFM platform


30-second summary: Most CFM vendors offer a few standard features, such as flexible surveying capabilities and basic analytics tools, but their offerings can vary a great deal from there. Look for a vendor with a robust team of data scientists who act as product managers, validating the vendor’s solutions, and leading problem solving with data science best practices and techniques. CFM vendors vary widely in the level of customization and overall support they offer.

Building Your MarTech Stack Into an Ecosystem


There are a number of sources available to discover new products (CabinetM, Capterra, G2 Crowd, Trust Radius) but narrowing down a category of vendors is challenging. The Current Vendor Process. In the good old days, we had the option of picking up the phone and calling vendors to ask questions. What I will say is that this is only manageable if you are dealing with a very short list of vendors. Vendor Strategy Realized.

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How an Absence of Privacy Shield Certification Could Put your Brand at Risk


Fear mongering through an (ironic) influx of emails and messaging left many questioning their practices and those of their vendors. As a Privacy Shield certified buyer engagement platform , we’re positioned to help marketers better understand the importance of seeking vendors that comply with global privacy protection regulations. At NetLine, we take this seriously and are encouraging marketers to get savvy around vetting their vendors.

How Print Publications Impact B2B Content Marketing Development

KoMarketing Associates

As the MarketingSherpa article infers, B2B buyers’ review of vendor information extends beyond online research. Print publications play an important role in validating vendor trustworthiness and potential capability. These findings provide further validation but, in this case, SEO teams can look for opportunities to support classic PR outreach objectives as well.

Not All Deterministic Identity Graphs Are Created Equal


Marketers today often gauge the quality of an identity vendor based on match rates, and accurate match rates are largely determined by whether an identity graph is deterministic or probabilistic. However, we believe an identity graph’s foundation must be deterministic in order to execute people-based marketing , and it is important to understand how a vendor defines deterministic and applies this science to its graph.