2016

Customer Experience Matrix

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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.

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.

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.

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. pretty much finished drafting it last week, but it was still an interesting exercise to imagine recasting it along the lines Riesterer proposed. Let’s go back to Riesterer’s three-part template.

150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more.

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.

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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Strikedeck Adds Automation to Customer Success Management

Customer Experience Matrix

I first started paying attention to “customer success management” systems when I realized they were assembling data from multiple sources to build a consolidated customer view – something that could potentially serve other departments throughout the organization. This made them a fifth subtype of Customer Data Platforms (CDPs), along with systems based on marketing, lead scoring, sales advisory, and tag management. In practice, this classification is more potential than real because few if any customer success systems actually expose their data to other systems in true CDP fashion.

Aprimo Brand Re-emerges as Marketing Operations Specialist and Merges with Revenew Distributed Marketing System

Customer Experience Matrix

When we last left Teradata Marketing Applications , it had just been sold to Marlin Equity Partners , whose major previous investment in marketing technology was SaaS email provider BlueHornet. At the time, I expected Marlin would merge the Teradata applications (mostly the old Aprimo product line, plus eCircle email and some other bits) with BlueHornet and was puzzled by why Marlin thought this would result in a good business. with BlueHornet. This makes a lot of sense to me. Mrketing operations was Aprimo’s original product and greatest competitive strength. Good luck to all concerned!

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation – and yet, many assets fail to provide true ROI. Download the eBook to avoid the three top problems that keep content from living up to its potential.

Future of Marketing Content: Reflections on the Content2Conversion Conference

Customer Experience Matrix

I spent the early part of this week at Demand Gen Report 's Content2Conversion conference. The event was superbly run, as usual, but I didn't sense any over-arching pattern until I was literally on my out the door and stopped for one last chat with some colleagues. Then I knitted together – at least to my own satisfaction – what had seemed to be disconnected observations. The first strand was the number of systems that offer detailed information about content consumption. But I wonder how many marketers or content creators are ready to take advantage of this information.

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.

Hive9 Marketing Performance Management Includes Customer Journey Optimization

Customer Experience Matrix

As I mentioned in last week's post on the MarTech Conference , there appears to be an emerging class of vendors doing what might be called “journey management” – although I think I’ll rename that “journey orchestration” since (a) orchestration is a trendier term right now and (b) orchestration more accurately reflects the key notion of a system that coordinates other systems.* It’s bright. Bright.

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.

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Content Marketing 2016: Staffing, Measurement, and Effectiveness

We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.

True Influence InsightBASE Simplifies Use of B2B Intent Data

Customer Experience Matrix

Intent data is one of hottest topics in marketing today – see, for example, Oracle’s recent purchase of AddThis. But while the promise of intent data is irresistible – “reach prospects with demonstrated interest in your product!” – the reality is less appealing. Even setting aside issues of accuracy and coverage , there are problems with both advertising and email, the two primary applications for intent data. Advertising can reach large numbers of people but just a tiny fraction will click on an ad and a tiny fraction of those will provide contact information.

ZenIQ Account Based Marketing System Maps Buying Centers, Finds Data and Exection Gaps, and Recommends Actions to Fill Them

Customer Experience Matrix

When I first starting thinking about Account Based Marketing, I assumed that an ABM system would let marketers replicate at scale how sales teams manage key accounts: that is, to analyze each account in depth, set goals specific to that account, and then execute against those goals. But most vendors serving the ABM space have taken a much narrower approach, either in providing data about accounts, managing campaigns against externally-built account lists, or providing account-level metrics such as coverage, engagement, and funnel velocity. Then I saw ZenIQ. Now things start get interesting.

Marketing attribution systems: a quick look at the options

Customer Experience Matrix

I’ve seen a lot of attribution vendors recently. If you're a regular reader here, you saw my reviews of Claritix ( last week ) and BrightFunnel ( in December). Last week caught up with Jeff Winsper of Black Ink , which I'll hopefully review before too long. Bizible also popped up recently although I don’t recall the occasion; possibly something related to their interesting survey on “pipeline marketing” and attribution methods. My rational brain knows that there’s probably no reason for this flurry of sightings beyond pure coincidence. Or not. Sometimes random is just random.

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SAS by the Sip: SAS Viya Offers Open APIs to Individual Services in the Cloud

Customer Experience Matrix

SAS held its annual Global Forum conference this week, which marked the company’s 40th anniversary. One key to its long-lived success was an early decision to sell software by annual subscription, rather than the one-time perpetual license standard in the industry when SAS started. This provided a steady income stream and focused attention on customer satisfaction to ensure renewals. In recent years, much of the software industry has adopted a subscription model under the label of “Software as a Service” (SaaS). In the SAS universe, this is truly revolutionary.

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Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Between November 5 and November 17, we surveyed 601 marketers with an 18-question online survey. A few weeks later, Adweek sent the questionnaire to 144 additional marketers. As the survey was answered by nearly our entire population target, the calculated margin of error was approximately 1 percent. Here's what we learned.

MarTech Madness: Marketing Technology Managers Come Out to Play in San Francisco

Customer Experience Matrix

MarTech Madness hit this week in San Francisco as 1,200 delighted marketing technologists escaped from their cubicles to cavort under the genial gaze of @chiefmartec Scott Brinker at the latest MarTech Conference. My own experience was a bit skewed because I was pulled into many side meetings, but the attendees seemed pleased and the sessions I did attend were excellent as always. MarTech is unique in its focus on the process of marketing technology management, with sessions covering organizational, staffing, and training issues even more than the technology itself.

Just Released: ABM Vendor Guide Gives Detailed Comparison of 40 ABM Vendors

Customer Experience Matrix

It’s nearly a month since my last blog post, which I think is the longest gap in the ten years I've been blogging. Some of pause was due to vacation, but mostly it was because I’ve been working feverishly to finish the Raab Guide to Account Based Marketing Vendors , which I’ve released today and you can purchase here. This was a huge project with the almost insanely ambitious goal of making sense of the ABM vendor landscape. What made it challenging wasn’t just gathering detailed information on 40 vendors but the variety of the vendors serving ABM needs. The fundamental challenge was two-fold.

OneSpot Offers Automated Content Selection Targeted at Long Term Results

Customer Experience Matrix

As you know from previous blog posts , I’ve been borderline obsessed recently with systems that automatically create multi-step campaign flows. So when I saw that OneSpot calls its product a “content sequencing engine” you can bet they had my attention. OneSpot was already on my list of interesting companies because they automatically reformat content to use in different channels.

Salesforce Purchases Deep Learning Artificial Intelligence Vendor MetaMind: Yeah, That's a MarTech Trend

Customer Experience Matrix

It’s worth a brief note to record that Salesforce.com purchased artificial intelligence vendor MetaMind on Monday. There aren’t many details available: in the announcement , MetaMind founder Richard Socher said Salesforce will use its technology to "automate and personalize customer support, marketing automation, and many other business processes." In a way, that vagueness is exactly what’s most interesting about the deal: it supports the notion that AI will be embedded in many system features rather than limited to a handful of specific tasks. Those benefits are two sides of the same coin.

Content Strategy for Marketing

Learn about the benefits and key considerations in developing a content strategy for marketing that's sustainable, scalable and sale-able.

Future-Proof Your Marketing Technology Stack: Whitepaper and Webinar

Customer Experience Matrix

Research sponsored by the Raab Associates Institute has recently uncovered the earliest known marketing technology – a cave painting that promotes a local barbecue restaurant. Key selling points included freshness of the meat and how excited the kids would be. Archeologists disagree as to whether they also promised live music every Saturday night. You can download it here. Eastern time.

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Engagio Goes Beyond Account Based Marketing to Unify Marketing, Sales, and Service

Customer Experience Matrix

Maybe you think Account Based Marketing is utterly revolutionary or maybe you think it’s nothing new at all. Or maybe, like me, you’ve decided that getting marketers to think in terms of accounts is a modest but real change whose true significance is that it finally aligns marketers with how the way salespeople have worked all along. None of that matters, according to Engagio ’s Jon Miller, because ABM is dead. The new boss is Account Based Everything. Done truthfully, that could be called Honest ABE, which would be sort of fun. But I digress. Let’s look a little closer.

CRM Evolution Conference: Mobile Really Does Change Everything About Marketing

Customer Experience Matrix

I snuck down to Washington DC yesterday for a few hours at the CRM Evolution conference, where a critical mass of industry experts triggered a chain reaction of interesting thoughts. The first was that customer systems should read most data directly from the system that created it rather than loading that data into a master database. This isn’t really a new idea – it’s called federated access and has been around for decades. It’s certainly true that the sheer volume of customer-related data has increased to the point where replicating it all into a central system would be a massive project.

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Microsoft Buys LinkedIn for $26.2 Billion: Get Ready for Software Vendors as Data Owners

Customer Experience Matrix

Microsoft surprised pretty much everyone today by announcing a $26.2 billion acquisition of LinkedIn. This is fascinating since Microsoft intersects with LinkedIn in several areas: Dynamics CRM software, Office productivity software, and Bing online advertising. It gives Microsoft access to a rich trove of personal and company information, something it didn’t have before (although Microsoft probably collected more personal and company data than most of us realize). LinkedIn is primarily a social network with revenue from subscriptions, recruiting services, and advertising.

Content Methodology: A Best Practices Report

If you're concerned that your organization's content marketing isn't as effective as it could be, this report is for you.

Accelerating Waves of Marketing Technology: My Interview on Scott Brinker's ChiefmartechTV

Customer Experience Matrix

I had the pleasure last week of appearing as the first guest on Scott Brinker's chiefmartechTV , an internet broadcast that will features interviews on marketing technology topics. The official topic was accelerating waves of marketing technology , although we did manage to sneak in Personalized Mona Lisa. You can view the broadcast here. See if you can count how many times my cat forces her way into the picture. marketing software marketing technology martech personalization soctt brinker

Avention DataVision Gives Sales and Marketing Systems Unified Access to B2B Customer Data Quality and Alerts

Customer Experience Matrix

My look last week at True Influence’s InsightBASE , a relatively new-fangled approach to intent data, was karmically balanced by a conversation with Avention , a old-line data aggregator that traces its roots to CD-ROM business lists from Lotus OneSource. The folks at Avention had reached out to discuss their latest product, DataVision , which extends Avention’s reach from sales enablement to marketing systems. The goal is giving clients a single data source to support both departments. But different isn’t necessarily better.

ICON16: How Infusionsoft Plans To Dominate Small Business Marketing (and Make Life Better For Small Businesses Everywhere)

Customer Experience Matrix

I spent part of last week at ICON16, Infusionsoft ’s annual combination of customer conference, revival meeting, and group therapy session for small business owners. The company made a few announcements, most notably a vastly improved email builder and tighter integration with online accounting software from Quickbooks Online and Xero. These changes were evolutionary at best, but company leaders made clear this was on purpose: their current strategy is to make small improvements to ease of use, not add major new or deeper features. Whether it’s realistic is another question. million $1.6

Claritix Assembles Marketing Data for Analysis: Maybe That's Enough

Customer Experience Matrix

Most of the work in any marketing analytics project is integrating data from multiple systems. Claritix carries this insight to one logical conclusion by offering a system that does data assembly, basic reporting, and little else. Here’s a deeper look. As I just said, Claritix’s chief function is assembling customer data from multiple sources. It can connect with others through standard APIs.

Staffing and Launching Your Content Marketing Program

Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.

Azalead Account Based Marketing Tracks Web Site Visitors, Orchestrates Outbound Messages, and Reports on Results

Customer Experience Matrix

Account Based Marketing. Perhaps you’ve heard of it? Okay, just kidding: ABM gets just slightly less attention than Donald Trump and arguably generates a similar amount of confusion. You can download them both here. The purpose of the framework is to help marketers understand the differences between ABM vendors. market. We’ll start with an overview of what Azalead does. million impressions.