Customer Experience Matrix

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Singing the Customer Data Platform Blues: Who's to Blame for Disjointed Customer Data?

Customer Experience Matrix

I’m in the midst of collating data from 150 published surveys about marketing technology, a project that is fascinating and stupefying at the same time. theme related to marketing data seems to be emerging that I didn’t expect, and many marketers won’t necessarily be happy to hear. Many surveys present a familiar tune: most marketers want unified customer data but few have it. So far so good.

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. used Alexa traffic rankings, which are far from perfect but good enough for this sort of project.

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.

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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. wasn’t initially enthusiastic about the idea – could there by anything less original?—but but have found the result surprisingly useful. Not so.

The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves.

#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.

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.

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!

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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.

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.

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. tried to get them so excited with use cases – a.k.a.

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*.

Pega Customer Decision Hub Offers High-End Customer Journey Orchestration

Customer Experience Matrix

My previous posts about Journey Orchestration Engines (JOEs) have all pointed to new products. But some older systems qualify as well. In some ways they are even more interesting because they illustrate a mature version of the concept. The Customer Decision Hub from Pega (formerly PegaSystems) is certainly mature: the product can trace its roots back well over a decade, to a pioneering company called KiQ Limited, which was purchased in 2004 by Chordiant, which Pega purchased in 2010. It competes with the usual enterprise suspects: Adobe , Oracle , Salesforce.com , IBM , and SAS.

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.

ActionIQ Merges Customer Data Without Reformatting

Customer Experience Matrix

One of the fascinating things about the Customer Data Platform Institute is how developers from different backgrounds have converged on similar solutions. The leaders of ActionIQ , for example, are big data experts: Tasso Argyros founded Aster Data , which was later purchased by Teradata , and Nitay Joffe was a core contributor to HBase and the data infrastructure at Facebook. In their previous lives, both saw marketers struggling to assemble and activate useful customer data. Not surprisingly, they took a database-centric approach to solving the problem.

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.

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.

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) 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.

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.

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.

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.

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.

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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. 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.

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. 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. might have added a third meaning: that systems to do predictive modeling are everywhere as well.

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. The post describes our framework of four ABM process steps, six system functions that support those steps, and six sub-functions that are hardest to find. All the functions are indeed required, but the sub-functions are optional. Customized Messages and Execution can be found in non-ABM systems such as Web site personalization or marketing automation.* Instead, let’s start with an overview of how the vendors as a group matched up against the sub-functions.

A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey.

Datorama Applies Machine Intelligence to Speed Marketing Analytics

Customer Experience Matrix

As I mentioned a couple of posts back , I’ve been surveying the borders of Customer Data Platform-land recently, trying to figure out which vendors fit within the category and which do not. Naturally, there are cases where the answer isn’t clear. Datorama is one of them. At first glance, you’d think Datorama is definitely not a CDP: it positions itself as a “marketing analytics platform” and makes clear that its primary clients are agencies, publishers, and corporate marketers who want to measure advertising performance. This isn't to say that Datorama lacks focus.

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%

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

FlipMyFunnel Conference on Account-Based Marketing Comes to Austin on June 7

Customer Experience Matrix

I’ll be joining an all-star cast of Account Based Marketing experts when the FlipMyFunnel Festival visits Austin on June 7. You can register here – it’s free. My own talk, not surprisingly, will be about the technology behind ABM – or, more precisely, how to build an ABM marketing technology stack. Or at least that’s my take – I suspect some of the other speakers will take a more radical view.

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.

Pointillist Journey Orchestration Discovers Customer Paths for Itself (Marketing Automation is Doomed, I Tell You)

Customer Experience Matrix

This post will resume the tour I started in March of journey orchestration engines – our new friend JOE. But first I’ll interrupt myself to announce that I have officially decided to predict that JOEs will replace campaign management and marketing automation as the core system for marketing departments. Now that I’ve shared this exciting bit of news with you, let’s get back to the topic at hand.

Reltio Makes Enterprise Data Usable, and Then Uses It

Customer Experience Matrix

I’ve spent a lot of time recently talking to Customer Data Platform vendors, or companies that looked like they might be. One that sits right on the border is Reltio , which fits the CDP criteria* but goes beyond customer data to all types of enterprise information. That puts it more in the realm of Master Data Management, except that MDM is highly technical while Reltio is designed to be used by marketers and other business people. You might call it “self-service MDM” but that’s an oxymoron right up there with “do-it-yourself brain surgery”. Or not.

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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.

Why Designing Your Marketing Technology Stack is a Waste of Time

Customer Experience Matrix

My post last week about machine intelligence sparked a Twitter comment from @Jetlore, “The term 'machine learning' is like the term 'mobile' 7-10 years ago. It's simply something that all good software will do.” On reflection, this is absolutely correct – it is why there are already so many different uses of machine learning across the marketing landscape. The most obvious of those is electricity.

The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth.

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.

Does Future Marketing Technology Require Perfect Data?

Customer Experience Matrix

I mentioned in my last post that I’ve started to think in terms of three realities: today (the next two years), tomorrow (two to five years out), and later (after five years). Both the “madtech” vision of broad access to third-party data and the “robotech” vision of delegating decisions to machines assume that effectively complete data will be available about each customer.

VEST Report: Competition in B2B Marketing Automation Isn't About Features

Customer Experience Matrix

Yesterday I released the mid-year edition of the VEST Report on B2B marketing automation vendors, thereby meeting my self-imposed deadline of July 31. Look here for more information or to make a purchase. Updating the report gives a nice overview of recent industry developments. Here are some observations: - market positions are pretty stable. products are pretty stable, too.

Usermind Makes Journey Orchestration Simple

Customer Experience Matrix

Maybe you’ve been waiting with increasing impatience for me to finish reviewing the set of Journey Orchestration Engines (JOEs) I first mentioned in March. More likely, it slipped your mind entirely. But I do worry about such things so I’m especially pleased for finish out the set by telling you about Usermind. Usermind Journey I'm not saying that Usermind calls itself a JOE.

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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.