Marketing Automation Vendor Market Share

Marketing Automation Vendor Market ShareIs it possible to accurately measure marketing automation vendor market share using 100% publicly available information? Before I answer, let me provide a quick overview of tracking code.

All marketing automation vendors provide some form of tracking code. This code is added to a website, much the way Google Analytics tracking code is added to a website.

Tracking code is used to provide a variety of insights. A key insight is that marketers and salespeople can view detailed website activity for each converted visitor. A salesperson, for example, can base a conversation on what content a Lead viewed. (more…)

Posted in: Marketing Automation

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Controlling The Marketing Technology Stack

Marketing Technology StackIt’s no longer enough for marketers to think only in terms of a marketing automation system — marketers should be thinking about an entire marketing technology stack.

In 2011, Mark Andreessen famously said, “software is eating the world”. If this is the case, software has been particularly hungry in the marketing technology world. (more…)

Posted in: Marketing Automation

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The Hero’s Journey: A CRM Buyer’s Version

Hero's Journey: CRM Buyer's EditionMany iconic stories and movies, including Cinderella and Star Wars, closely follow Joseph Campbell’s monomyth, which was memorialized in Campbell’s book “The Hero With a Thousand Faces”.

The monomyth, or hero’s journey, was derived from observing the structure of many stories that were told over the course of human history. (more…)

Posted in: Buying CRM

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CRM Poll Results: What’s The Primary CRM System at Your Organization?

Since the beginning of 2016, we’ve been running a non-scientific CRM poll in which we ask the question, “What is the primary CRM system that’s in use at your organization?”.

We decided to name six CRM brands in the poll and then include an “Other” selection, which allows for typing in a free-form response. We also added “Spreadsheets” and “Homegrown” as named options.

What surprised us was that “Spreadsheets” is the third most common primary CRM system among respondents. (more…)

Posted in: CRM Industry

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Two Excellent Apps for Tracking Prospect & Customer Engagement

Prospect video engagementSalespeople and marketers are always looking for ways to not only better engage prospects and customers digitally but also to understand the effectiveness of that prospect and customer digital engagement.

There are two excellent applications for tracking and measuring prospect engagement with an organization’s digital assets. These are Wistia for videos and Attach for documents and slide presentations. (more…)

Posted in: Business Technology

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Google Trends and CRM Vendors

Google Trends - CRMIn the previous post, we wrote about interest in marketing automation vendors, based on Google brand searches over the course of 2015.

Not surprisingly, we discovered that the search term “hubspot” registers as having the most interest among marketing automation vendor brands.

We decided to run a similar comparison for CRM vendor brands. Google Trends is limited to five comparison terms, so we picked a range of CRM brands that have come up often in conversation, including two variants of Microsoft’s CRM application. We also chose a five year period, ending in December 2015, to show more of a long term trend. (more…)

Posted in: CRM Industry

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Google Trends and Marketing Automation Vendors

Google Trends and Marketing Automation VendorsGoogle Trends allows anyone to run comparisons across different search terms, companies and number of other categories that Google has come up with. The results show relative interest over a specified period of time.

We queried for a trend that compared five of the leading marketing automation systems, at least according to G2Crowd — HubSpot, Marketo, [Salesforce] Pardot, [Oracle] Eloqua and Act-On.

We used single word brand names and “search term” — we didn’t mix “search term” and “Company” categories across brands. In addition, we filtered for the U.S. only. (more…)

Posted in: Marketing Automation

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Managing Extension Numbers in CRM

CRM Extension NumbersAs VoIP and CRM mobile apps become more prevalent, it’s becoming less common for CRM users to swivel to a physical desk phone and manually dial a phone number.

CRM users are more likely than ever to dial numbers directly from their desktop screen or from their mobile device. However, the traditional all-in-one CRM Phone field that can include an extension number can cause misdials in certain scenarios. (more…)

Posted in: CRM Features

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