Moira Smalley
I am a Research Analyst at Nucleus Research focused on marketing automation, customer relationship management (CRM), and related cloud applications. As a Research Analyst, I perform in-depth, financially-focused analyses of real-world enterprise software deployments to publish return on investment (ROI) case studies, research notes, high-level market research, and guidebooks. Prior to Nucleus, I worked in business in the technology and video game development industries, and as an analyst in the oil and energy sector.
I graduated with honors from Columbia University in the City of New York in 2012 with a Bachelor of Arts in Russian Language & Literature. I also recently completed coursework in electrical engineering, computer programming, and advanced mathematics at Boston University. I love to travel and immerse myself in other cultures - I have lived in Switzerland and studied abroad in Russia and France - and I am an avid runner and artist.
I graduated with honors from Columbia University in the City of New York in 2012 with a Bachelor of Arts in Russian Language & Literature. I also recently completed coursework in electrical engineering, computer programming, and advanced mathematics at Boston University. I love to travel and immerse myself in other cultures - I have lived in Switzerland and studied abroad in Russia and France - and I am an avid runner and artist.
r127 - Mautic ROI case study - uTest
r123 - Demystifying marketing automation costs
r113 - Marketing automation costs down 85 percent
r95 - Marketing automation increases productivity
r93 - When to implement marketing automation
r90 - Bpmonline ROI case study - Quint Wellington Redwood Group
r85 - Act-On ROI case study - Bisco Industries
r75 - Infusionsoft shares new strategy at ICON17
At ICON17, Infusionsoft announced Propel, a new product aimed at attracting new customers looking for a plug-and-play marketing solution, and presented its partner strategy. In addition, Infusionsoft announced landing page capabilities, and Facebook advertising services. Nucleus talked to current customers that have experienced positive returns from their Infusionsoft investments at the conference. One customer reported revenue growth above 280 percent, and all of the customers with whom Nucleus spoke would purchase Infusionsoft again.
r73 - Oracle Data Cloud Summit highlights DaaS
The Data Summit 2017 focused on how Oracle Data Cloud is driving innovation in the data as a service (DaaS) space, and enabling customers to run more intelligent marketing departments. Since Oracle’s acquisition of BlueKai Audience Data Marketplace in 2014, Oracle Data Cloud has developed a broad range of capabilities. Nucleus interviewed customers to identify which of these data capabilities are delivering the most value, and found the top drivers of value to be: Oracle Data Cloud’s third-party data, customer ID, and look-alike modeling capabilities.
r70 - CallidusCloud puts its money on LeadRocket
CallidusCloud is using 2017 to expand LeadRocket’s analytic capabilities and further improve its competitiveness in the marketing automation space. Nucleus found that LeadRocket customers are currently benefitting from the core capabilities within the product, and realizing productivity gains from five to 20 percent. The vendor’s relatively recent analytics acquisition has yet to deliver returns, but we expect to see improved analytic capabilities by early 2018.
r64 - Running an intelligent marketing department
Despite the hype around intelligence, only five percent of customers feel their marketing departments effectively leverage advanced analytics, machine learning, and predictive intelligence. Nucleus talked to one commerce service provider that is driving results with Marketo and EverString’s intelligent capabilities, increasing business from top-tier accounts by five percent, and quarterly revenue by 15 to 20 percent
6 Mistakes to Avoid During Your Marketing Automation Implementation
More business leaders are making technology decisions for their companies than ever before, and when it comes to marketing solutions, the stakes are high. Marketers are being held to higher standards, as executives demand more quantifiable metrics and data-driven decision-making. If you have been tasked with selecting and implementing a marketing automation solution, here are some common mistakes to avoid.
Garbage in is garbage out. If your data quality is poor, your marketing automation system
r55 - Assessing account based marketing
Account based marketing (ABM) recognizes that for business to business (B2B) companies, the activities of individual leads infrequently represent an entire company’s propensity to buy. ABM provides marketing and sales with the tools and analytic capabilities they need to more effectively target at the account level than with marketing automation or customer relationship management (CRM) alone. By talking with current Engagio customers, Nucleus found that ABM also mitigates costs associated with targeting at the account level and improves business outcomes like conversion rates, close rates, opportunity size and average sale price (ASP). However, Nucleus expects that ABM is unlikely to gain traction outside of the B2B, large enterprise space.
r53 - Guidebook - Optimizely
Nucleus found that Optimizely enables companies to reduce risk and improve the performance of their websites and mobile applications beyond basic testing. On average, customers say they perform almost 10 times more experiments with Optimizely, increasing conversion rates, developer productivity, and cost savings.
r51 - Marketing Automation Value Matrix 1H2017
With its process automation capabilities and low total cost of ownership (TCO), more companies are recognizing the ROI potential of marketing automation software and considering it a key component to their overall growth strategy. Marketing automation is one of the fastest growing markets in the enterprise software space, and competition is becoming increasingly steep as vendors expand usability and functionality to deliver increasing return on investment (ROI) to customers. In this inaugural Marketing Automation Value Matrix, Nucleus Research evaluates marketing automation solutions that most frequently make customers’ short lists, based on their current breadth and depth of functionality, degree of usability, and growth potential.
r49 - Two main factors affecting marketing ROI
Nucleus identified two main factors that affect the return on investment (ROI) of marketing automation deployments. These two factors – low total cost of ownership (TCO) and automation – are common across the marketing deployments we have evaluated, and are at the root of the variables contributing to ROI. They are also responsible for a wide array of direct and indirect benefits.
r45 - Guidebook - Apttus E-Commerce
With rapidly changing buying habits, there is an increasing need for business-to-business (B2B) companies to develop omni-channel selling strategies. Apttus’ intelligent e-commerce capabilities enable companies to support customers as they traverse multiple channels, on and offline. In analyzing the experience of Apttus customers, Nucleus found that deploying Apttus E-Commerce as part of the Apttus Quote-to-Cash (QTC) solution – for an integrated “Cart-to-Cash” experience – delivers benefits beyond core customer relationship management (CRM) and QTC software, shortening the sales cycle by decreasing time to quote by an additional 30.5 percentage points, and enabling buyers to complete transactions entirely through self-service e-commerce, without relying on sales. In addition, Apttus customers benefited from cost savings, increased product suite visibility, improved employee effectiveness, and improved customer experiences.
r38 - Assessing Adobe Marketing Cloud
Nucleus conducted in-depth interviews with current Adobe Marketing Cloud customers to determine whether the solution should make the short list. While Adobe Marketing Cloud is not a fit for companies looking for a plug-and-play solution, between its nine marketing solutions it provides the kind of breadth and depth customers need to execute complex marketing initiatives, and realize benefits such as increased employee productivity and cost savings.
r33 - Optimizely delivers more than traditional testing
Optimizely’s “Experimentation Platform” delivers an alternative to traditional A/B testing solutions. Optimizely equips marketers, product teams, and developers with the tools they need to run experiments on both the technical architecture and the front-end of their digital channels, test as many variations as they like, and look at results any time without skewing data.
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