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What are the Marketing C's?

What are the differences between UEP/CS (User Engagement Platform/Customer Success, eg. Totango, Kissmetrics, Evergage) and MA (Marketing Automation)?

  • UEP vendors claim to offer responses to users and customers based on analytics. This looks quite similar to me as MA works to convert leads.

  • Answer:

    Hi, Marketing automation solutions are focused on the top and the middle of the funnel. In other words they are designed to help you find leads (or better, leads find you) and manage the process of marketing/sales by providing lead scoring as a measure of lead engagement with your public content. At Totango we're focused on the customer journey, from evaluation/trial, thru customer on-boarding, on going usage pre and post renewal. Also, we're focused on delivering insights into how customers are using the online product/service thru these phases. The typical front-office stack includes: Marketing Automation for Top/Middle of funnel CRM for sales process management (if needed) Customer Success and Engagement management for post-sales customer management - focus on adoption, renewal and up-sell

Guy Nirpaz at Quora Visit the source

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Today the funnel resembles more of an hourglass with lead generation flowing through into sales and then flowing into success (see presentation by Aaron Ross, CEO of Predictable Revenue: http://www.saleshacker.com/sales-hacker-conference/building-outbound-sales-through-predictable-revenue/). Marketing automation focuses on the lead generation portion and enhances inbound marketing efforts to allow you to nurture a lead to qualification (an MQL) before it flows into sales. For most B2B SaaS companies that employ a subscription based or recurring revenue model, customer adoption, onboarding, retention and growth is key to their success. There is a need to increase retention and growth while lowering the cost of customer acquisition. Most existing CRM platforms don't work for managing the SaaS customer lifecycle - but platforms purpose-built for customer success do. A CS platform will not only provide a comprehensive view of a customer - including their behaviours from said marketing automation tools, but they will provide customer insights (data like usage, activity and engagement), workflow and automation. The combination of insight + workflow + automation gives customer success the power to deliver customer success AND business results predictably, repeatably and scalably. Platforms that provide only analytics do not paint the complete picture (see http://bit.ly/1pIqRiH)

Pam McBride

Hey. So a User Engagement Platform or Customer Success platform (like Totango, Evergage) can help you reach out to visitors to engage and convert them to customers, as well as engage them for retention and reward activities.  Largely support and looking out to ensure a Customer's needs are met.Marketing Automation is similar (ex. Content Marketer) can also be used at every stage of the lifecycle of a customer. However, more often than not, marketing automation happens after an initial conversion. There are also tools that combine the two (Nudgespot) where you can Support/plan Customer Success/Marketing Automation.

Tara Rachel Thomas

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