Customer Experience Matrix

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BlueVenn Bundles Omnichannel Journey Management, Personalization, and Single Customer View

Customer Experience Matrix

BlueVenn has only been active in the U.S. market only since March 2016, although many U.S. marketers will recall its previous incarnation as SmartFocus.* The company offers what it calls an omnichannel marketing platform that builds a unified customer database, manages marketing campaigns, and generates personalized Web and email messages. The Venn in BlueVenn The unified database process, a.k.a.

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. The first question was which sites draw a big enough crowd to be useful. I used Alexa traffic rankings, which are far from perfect but good enough for this sort of project.

Why MarTech Fails: A Data Driven Answer

Customer Experience Matrix

I’ve sensed a certain weariness in recent discussions of marketing technology, as marketers realize their business problems remain even after massive investments in new systems. The term “martech fatigue” has crept into my conversations, suggesting that marketers are tired of buying new systems they often don't use. So what’s the problem? Many people have asked similar questions. Of course.

Can Customer Data Platforms Have Decision Functions? Discuss.

Customer Experience Matrix

I’ve had at four conversations in the past twenty four hours with vendors who build a unified customer database and use it to guide customer treatments. The immediate topic has been whether they should be considered Customer Data Platforms but the underlying question is whether Customer Data Platforms should include customer management features. It’s about what systems do and how they’re built.

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure.

Wondering How Customer Data Platforms Relate to Other Marketing Systems? Here's a Picture

Customer Experience Matrix

I was asked the other day about the distinction between Customer Data Platforms and Journey Orchestration Engines. My immediate answer was “Some CDPs are JOEs and some JOEs are CDPs. A CDP is a JOE if has journey orchestration. A JOE is a CDP if its data is accessible to other systems. Think Venn diagram with two intersecting circles.” Systems that do all three are both a CDP and a JOE. You betcha.

Should Customer Data Platforms Be "Marketer-Controlled"?

Customer Experience Matrix

Thomas Wieberneit argues in a thoughtful blog post that companies need one platform for consolidated customer data, but that Customer Data Platform isn’t it because the CDP is “marketer-controlled” by definition, and thus doesn’t support other departments. This hits a nerve. Many of the CDP vendors have told me their systems are used outside of marketing. Three things: History. User control.

#FlipMyFunnel Launches Account Based Marketing University

Customer Experience Matrix

Not the ABMU mascot It sometimes seems that Account Based Marketing is really Marketing Automation 2.0, in that many people leading the charge to ABM were also involved in launching B2B marketing automation ten years or so ago. How none of us has aged a day is a mystery we shan't discuss. There will be tests and a certificate of completion. They’re trying to get rid of it. !#$@#$ martech.)

Martech At The Crossroads: Agility or Simplicity?

Customer Experience Matrix

I’ll be giving a speech next week on the evolution of marketing technology, which doesn't follow the path you might think. Similarly, marketers up that time worked with the same data – audience counts and customer lists – they had since Ben Franklin and before. Those evolved slowly – personalized printing and modern campaign managers appeared in the 1980’s. But every action has a reaction.

Vendor 100

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

Landscape of Machine Intelligence Systems for Marketing

Customer Experience Matrix

I’ll be speaking next month at the MarTech conference on How Machine Intelligence Will Really Change Marketing. This required assembling a list of marketing systems using machine intelligence, which pretty much inevitably led to the logoscape below. I wasn’t initially enthusiastic about the idea – could there by anything less original?—but but have found the result surprisingly useful. Not so.

Study: Half of Marketing Jobs Will Be Replaced by Machine Intelligence

Customer Experience Matrix

Riesterer’s own talk followed exactly that template, a bit of consistency I always admire. This in turn got me thinking about my presentation on machine learning systems at the MarTech conference in March. I pretty much finished drafting it last week, but it was still an interesting exercise to imagine recasting it along the lines Riesterer proposed. The second step was offering a solution.

Mariana Uses Artificial Intelligence to Build Personas and Find Target Audiences

Customer Experience Matrix

Can computers understand an individual human’s personality (and then, presumably, use that understanding to better target marketing messages)? It turns out that’s no longer even a question: if you haven’t yet played with CrystalKnows , be prepared for some weirdly accurate insights into yourself and those you know well, based on public Internet information. This is where Mariana comes in.

Predictive Marketing Vendors Look Beyond Lead Scores

Customer Experience Matrix

It’s clear that 2015 has been the breakout year for predictive analytics in marketing, with at least $242 million in new funding, compared with $366 million in all prior years combined. But is it possible that predictive is already approaching commodity status? Maybe I shouldn't be surprised that predictive marketing vendors seem to have anticipated this. Mintigo ’s news came today.

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all.

The World May Be Ending But, If Not: 3 Tips To Be a Better Marketer in 2017

Customer Experience Matrix

About eighteen months ago I started presenting a scenario of a woman named Jane riding in a self-driving car, unaware that her smart devices were debating whether to stop for gas and let her buy a donut. The point of the scenario was that future marketing would be focused on convincing consumers to trust the marketer’s system to make day-to-day purchasing decisions. Et cetera. It is.

3 Insights to Help Build Your Unified Customer Database

Customer Experience Matrix

The Customer Data Platform Institute (which is run by Raab Associates) on Monday published results of a survey we conducted in cooperation with MarTech Advisor. The goal was to assess the current state of customer data unification and, more important, to start exploring management practices that help companies create the rare-but-coveted single customer view. You must have faith. Tools matter.

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. This would ordinarily be Scott Brinker's popular Chief MarTech Landscape but I've recently seen so many variations on the theme that I put together a composite slide instead. Enjoy!

Vendor 124

suitecx Offers Industrial-Strength Customer Journey Maps and More

Customer Experience Matrix

Customer journey mapping is now the buzziest of buzz words. Every self-respecting marketing automation system offers something called a “customer journey map,” even if it’s exactly the same as last year’s campaign designer or does nothing more than connect functionless icons on a virtual whiteboard. Sophisticated journey mapping has been around for more than a decade*.

The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey.

Why Time Is the Real Barrier to Marketing Technology Adoption and What To Do About It

Customer Experience Matrix

I was out of the office all week, splitting my time between two conferences: Sailthru LIFT and Marketing Profs B2B Forum. Both were well attended, well produced, and well worth while. My personal highlights were: - Sailthru introducing its next round of predictive modeling and personalization features and working to help users adopt them. I tried to get them so excited with use cases – a.k.a.

#Personalized Mona Lisa #Marketing #Humor #Fail

Customer Experience Matrix

Dear Internet, I was disappointed but not wholly surprised that you didn’t find Wednesday's post with Personalized Mona Lisa as self-evidently hilarious as I did. This isn’t the first time my sense of humor failed to match with yours. So here goes. Let’s start at the beginning. So a geologist was shown the rock formations, a hairdresser saw Mona's curls, an ophthalmologist saw her eye, and so on.

Marketers Are Struggling to Keep Up Customer Expectations: Here's Proof

Customer Experience Matrix

How pitiful is this: My wife left me alone all last weekend and the most mischief I could get into was looking for research about cross-channel customer views. The only defense I can make is I did promise a client a paper on the topic, which I finished Sunday night. But then I decided it was way too wonky and wrote a new, data-free version that people might actually read. I’m so ashamed.)

Campaign Management Is Dead. Here's What Next-Generation Marketing Automation Looks Like.

Customer Experience Matrix

Scientists tell us that the attention span of the average human is now shorter than the attention span of a goldfish.(1) 1) In such a world, the chances of anyone reading this 2,000 word blog post are pretty much nil. But if you want to understand my thinking in more detail, please read on. The first modern campaign manager, Third Wave Network’s MIND, was released in 1991. Maybe you're unimpressed.

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth.

Customer Data Platforms Revisited: The Future of Marketing Data

Customer Experience Matrix

It’s nearly two years since I introduced the concept of a Customer Data Platform , defined as a marketer-controlled system that builds a multi-source customer database and exposes it to external execution systems. Systems were included only if their data (or derived data such as model scores) was available to other systems for campaigns and messaging. But things aren’t quite so simple.

How Many Ads Per Day Do You See? Fewer Than It Seems (I Think)

Customer Experience Matrix

My cliché detector starts chirping as soon as anyone says today’s marketers face more competition than ever before. Sepia-toned glasses notwithstanding, marketers have had competitors at least since the railroads (or maybe canals) made it practical for customers to shop outside the local village – and for even longer if you lived in a city. Well, I certainly thought so when I wrote the paper.

CPM 111

Marketing Technology of the Future: Beyond the Customer Data Platform

Customer Experience Matrix

The last three minutes of my MarTech Conference presentation are driving me crazy. The preceding portions cover the current state of Customer Data Platforms. I have no trouble talking about that. But it somehow got into my head that the last section should look at how CDPs will fit into the long-term future of marketing technology. But to cover it succinctly I must first think it through in detail.

Real Magnet Offers Complex Campaigns Withouth the Flow Charts

Customer Experience Matrix

I recently saw a useful distinction between AI – artificial intelligence, which is machines replacing people – and IA – intelligent assistance, which is machines helping people. Real Magnet , an email service provider turned marketing automation vendor with over 1,000 clients, doesn’t position itself as either. The remaining work to implement the marketers’ choices is done by the system.

Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs.

How Quickly Is the MarTech Industry Growing?

Customer Experience Matrix

Everyone in marketing knows there’s a lot of new marketing technology, but how quickly is martech really growing? Many people cite changes in Scott Brinker ’s iconic marketing technology landscape, which has roughly doubled in size every year since Brinker first published it in 2011. Fortunately, other data is available. This shows growth of around 12% per year from 2000 through 2012.

SalesPredict Offers Highly Automated, Highly Flexible Predictive Modeling

Customer Experience Matrix

A couple of weeks ago, I wrote that “predictive everywhere” is one of major trends in data-driven marketing. I meant both that predictive models guide decisions at every stage in many marketing programs, and that models are used throughout the organization by marketing, sales, and service. I might have added a third meaning: that systems to do predictive modeling are everywhere as well.

Walker Sands / Chief Martech Study: Martech Maturity Has Skyrocketed

Customer Experience Matrix

Tech marketing agency Walker Sands and industry guru Scott Brinker of Chief Martech yesterday published a fascinating survey on the State of Marketing Technology 2017, which you can download here. The 27 page report provides an insightful analysis of the data, which there’s no point to me duplicating in depth. But I will highlight a couple of findings that are most relevant to my own concerns.

Are 70% of Marketing Automation Users Unhappy? Well, Not Exactly

Customer Experience Matrix

A recent piece in TechCrunch quoted me as saying that “almost 70 percent of marketers are either unhappy or only marginally happy with their marketing automation software.” The author included a link to the source of that quote, but unfortunately it was broken (it has since been fixed). This lead to enough questions about the data that it now seems worth a blog post on the topic. Only 23.7%

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust.

News from Krux, Demandbase, Radius: Customer Data Takes Center Stage

Customer Experience Matrix

If Dreamforce seems a little less crowded than you expected this week, perhaps it's because I didn’t attend. But I’m still tracking the news from Salesforce and other vendors from my cave in Philadelphia. Three announcements caught my eye, all highlighting the increasing attention being paid to customer data. If I’m sounding vague here it’s because, frankly, so was Demandbase. billion for LinkedIn.

Intent Data Basics: Where It Comes From, What It's Good For, What To Test

Customer Experience Matrix

Intent data is a marketer’s dream come true: rather than advertising to mass audiences in the hope of getting a handful of active buyers to identify themselves, just buy a list of those buyers and talk to them directly. It lops a whole layer off the top of the funnel and finally lets you discard the wasted half of your advertising. But intent data is a complicated topic. What is intent data?

Intent 101

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

The Interwebs have delivered an unusually rich trove of data about the marketing automation industry in the past few weeks. Other than Raab Associates’ own VEST report , we’ve seen surveys of active buyers from Software Advice , usage figures based on direct observation from Mintigo and Venture Beat (using Datanyze) , and another broad-based survey from Pepper Global and Holger Shulze.

Tealium Grows from Tag Manager to Customer Data Platform

Customer Experience Matrix

It took me an embarrassingly long time to recognize why Tealium ’s AudienceStream is just a bit odd. The oddity itself I saw immediately: while most marketing systems focus on sending messages to customers, AudienceStream is organized around overwriting data and sending it to other systems. To some degree, the difference is just a matter of presentation. So Tealium does support customer messaging.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful.