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.

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Guide to ABM Vendors: What's in a Complete ABM Stack?

Customer Experience Matrix

Yesterday’s post announced our new Guide to ABM Vendors , which helps marketers make sense of the confusing variety of ABM-related systems. I know you really want to learn which vendors do which functions, but, as I also explained yesterday, that's not a simple question to answer. Instead, let’s start with an overview of how the vendors as a group matched up against the sub-functions. The first obvious question is how many vendors deliver each sub-function.

Trending Sources

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.

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

Customer Experience Matrix

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. What made it challenging wasn’t just gathering detailed information on 40 vendors but the variety of the vendors serving ABM needs.

ABM Vendor Guide: Differentiators for Result Analysis

Customer Experience Matrix

and we wrap up our review of sub-functions from the Raab Guide to ABM Vendors with a look at Result Analysis. Not surprisingly, most of vendors who do ABM Result Analysis also do some sort of Execution (12 out of 16, to be exact). It's important to recognize that many of the Execution vendors will report only results of their own messages.

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. 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.

ABM Vendor Guide: Features to Look for in Target Scoring Vendors

Customer Experience Matrix

My last post used data from our new Guide to ABM Vendors to describe differentiators among companies that provide external data for account based marketing. As the Guide defines it: Vendors in this category use statistical techniques to select target accounts. Many scoring vendors gather external data from public or commercial sources (or both) to gain more inputs for their models.

ABM Vendor Guide: What to Look for in External Data Sources

Customer Experience Matrix

Last week’s posts introduced our new Raab Guide to ABM Vendors ( buy it here ) and introduced a framework four process ABM steps, six system functions, and six key sub-functions. But the sub-functions are still important for stack design and vendor selection. External data may seem like a commodity – after all, all vendors have access to pretty much the same sources. Yet there’s probably more variety among the vendors in this category than any other.

Raab Report: Financial Comparison of B2B Marketing Automation Vendors

Customer Experience Matrix

Since we do have revenue figures for the top four vendors, we can also look at their revenue per employee. But other marketers should also find them helpful as they try to understand each vendor's business situation and determine how well it matches the marketer's own needs.

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. I decided I could base this on the features each set of vendors provided.

Why Social Media Matters for B2B Vendors

Webbiquity

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. 85% of B2B buyers say they want B2B vendors to engage and interact with them online. •

From 2016 to 2017, 5X more marketing automation vendors were added than removed

chiefmartech

tl;dr — From 2016 to 2017, the marketing automation category of the marketing technology landscape grew yet again, by 36% , from 156 vendors to 212. Specifically: 142 vendors remained unchanged from last year. 4 vendors changed their name, focus, or ownership.

Survey Says: Your Blogging and Social Media Efforts Are “Not a Factor” in B2B Vendor Selection

KoMarketing Associates

Last year, we learned a lot about the objectives of the B2B buyer and how vendors may miss opportunities to connect and provide further value through their website presence. One of those points was in the impact of social media and blogging on the vendor selection process.

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Survey Says: Slow Web Page Load Time Hurting B2B Vendors

KoMarketing Associates

Also be sure to check out Dianna Huff’s latest post, “ Survey Says: Testimonials Give B2B Vendors Credibility ” as she looks at another interesting finding from our 2014 B2B Web Usability Report.

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Martech Vendors Can't Avoid Ad Audience Battles

Customer Experience Matrix

Yet another front opened up last week with an announcement from a consortium of adtech vendors , including AppNexus , LiveRamp , MediaMath , Index Exchange , LiveIntent , OpenX , and Rocket Fuel , that they had created a standard identity framework to support personal targeting of programmatic ads.

Did Morgan Stanley just kill the single-vendor marketing suite?

chiefmartech

But out of those participants who are confident — is a single-vendor approach to marketing technology important or not important, yes or no — the answer is clearly: no. 81% have a higher tolerance level for more vendors.

ABM Vendor Guide: Special Features to Deliver ABM Messages

Customer Experience Matrix

Our tour of sub-functions from the Raab Guide to ABM Vendors has now reached Execution. abm systems abm technology abm vendor guide abm vendor reviews account based marketing marketing execution marketing technology martech raab guide

MarTech Conference: Some Random Impressions and Interesting New Vendors

Customer Experience Matrix

A panel with Oracle , Salesforce.com and Marketo , where incisive questions from Chief Martech Himself Scott Brinker highlighted the different philosophies underlying each vendor’s marketing cloud and how few companies really deploy any cloud in full. - There were about seventy vendors covering an extraordinary range of functions.

Impact of Social Media and Blogging on B2B Vendor Selection

LEADership

The process of B2B vendor selection which traditionally was based on performance indicators of service, delivery, quality and price is now based on all of these, plus evolving factors such as just-in-time communication, process improvement and efficiency, enhanced supply chain management, etc.

Salesforce Purchases Deep Learning Artificial Intelligence Vendor MetaMind: Yeah, That's a MarTech Trend

Customer Experience Matrix

It’s worth a brief note to record that Salesforce.com purchased artificial intelligence vendor MetaMind on Monday. It’s safe to assume that other major platform vendors will follow a similar path. The argument would be that a general purpose AI engine allows enhancements across many different marketing functions, so there is scale economy for vendors who can use one AI tool.

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. B2B marketing automation vendors will need to rearchitect their systems on the more sophisticated platform.

How B2B Vendors Can Generate Trust and Credibility With Their Website

Hubspot

We looked at the results of the 2015 B2B Web Usability Survey and discovered what it would take for you as a B2B vendor to create credibility and trust. Vendors beware: Buyers judge your company’s credibility from their first impressions of your website.

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 ). I gave my own ideas about what the future might hold in Marketing Vendor Selection: Trends You'll Need to Support.

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. What are the vendor’s growth projections?

Vendor Selection: Writing a Good Requirements Document

Customer Experience Matrix

Specifically, they can do two things: improve the selection process itself and look beyond features to assess the vendors. This post will focus on the selection process and the next will talk about judging vendors. But don’t think you’re writing the document for vendors.

7 Questions to Ask Your Marketing Automation Vendor

Reachforce

Knowing what your company needs from the software, what to seek in a software application, and what signifies a reputable vendor can all help you hone in on the perfect choice.

Beware the Siren Call of Pre-Qualified Leads

The Point

There is a growing trend in the content syndication space, and among Cost Per Lead (CPL) programs in general, for media vendors to offer B2B clients the option of pre-qualified leads. No lead generation vendor will qualify and convert leads better than you will.

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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.

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.

What’s New in B2B Marketing Planning: Interview with a Marketing Analytics Vendor

Marketri

In this next installment of our blog series, we asked Chris Sietsema, a Digital Marketing Consultant and Owner of Teach To Fish Digital, to give us some insight into his experience with SEO and Marketing Analytics.

Aragon Research Names Vidyard ‘Hot Vendor’ in Enterprise Video

Vidyard

KITCHENER, Ontario – May 5, 2016 – Aragon Research today named Vidyard, the video intelligence platform for business, a Hot Vendor in Enterprise Video for 2016 for its ability to personalize unique video content for each individual viewer and track detailed viewer engagement analytics within leading marketing automation, CRM and enterprise collaboration solutions. Aragon Research, Hot Vendors in Enterprise Video, Jim Lundy, April 20 2016).

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.

Top 14 Most Popular EHR Vendors

Fathom

Many physicians are frustrated by their Electronic Health Record (EHR) vendors. In fact, a February 2013 study by Black Book rankings found 17% of physician practices are looking to switch EHR vendors by the end of 2013. 44% felt their EHR vendor was unresponsive to their needs.

9 Things Marketers Need from Marketing Automation Vendors and Consultants – Part 1

ANNUITAS

As with any space that is in its early stages, the marketing automation space has had its fair share of new businesses and vendors emerge. According to some who track this space, there are over 110 technology vendors alone. While the automation vendors do a great job of educating users on how to use the features of their solutions, there is a gaping hole that exists in users knowing the process, strategy or tactics the tool is actually automating.

New Publication: 7 Essential Vendor Strategies for Crushing Amazon Revenue

Fathom

Our latest publication 7 Essential Vendor Strategies for Crushing Amazon Revenue can bring you up to speed. Plus, you’ll gain access to an exclusive case study detailing the strategy of a top 100 shoe vendor, which increased revenue by 650% in six months with this 7 step Amazon strategy. The post New Publication: 7 Essential Vendor Strategies for Crushing Amazon Revenue appeared first on Fathom. Catching the attention of online shoppers can be difficult.

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

Customer Experience Matrix

Other vendors like Nimble and HubSpot have done a better job of simplifying access to third party data about an individual or company. That would force other CRM and marketing automation vendors to follow suit, although it's hard to imagine them matching the depth of LinkedIn's data. Microsoft surprised pretty much everyone today by announcing a $26.2 billion acquisition of LinkedIn.

Rating the Crowd-Sourced Marketing Software Review Sites

Customer Experience Matrix

What began as a whimsical “ landscape of landscapes ” led me to realize crowd-sourced review sites are the most common type of vendor directory, accounting for 15 of the 23 sources listed in my original graphic. I sampled leading marketing automation vendors for different sized companies.

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Ranking B2B Marketing Automation Vendors: How I Built My Scores (part 1)

Customer Experience Matrix

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. Vendor strength will be scored on a separate dimension.

5 (+ 1) Questions to Ask Predictive Analytics Vendors: SiriusDecisions Edition

Leadspace

For anyone attending—and even for those not attending but who still have an interest in predictive analytics—I thought it would be useful to revisit these five questions to ask vendors. (I’ve Believe it or not, some predictive analytics vendors basically give you a data dump.

Web Marketing 3.0: Finding the Right Web Vendor

EMagine B2B Blog

Long-time valuable clients and trusted vendors are going out of business. In today’s economy, marketing professionals are being bombarded on all sides. Your budgets and staff are leaner than ever. The pressure is on to create new markets as the U.S. economy continues to struggle. Add to that mix the need to learn and implement [.]. B2B Web Strategy