Customer Experience Matrix

MARCH 18, 2018

If the first project is purely analytical, such as customer profiling or journey analysis, then you don’t need to worry about connecting to execution systems, although you do need staff resources to properly interpret the data and possibly some analytical or reporting systems.

Ideal Customer Profiles 136

Ideal Customer Profiles Barriers Analysis Trigger Marketing 136

Customer Experience Matrix

NOVEMBER 9, 2015

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. What’s significant here is less the reporting than that Radius is moving beyond analytics to give clients lists of potential customers.

Lead Ranking 120

Lead Ranking Lead Scoring Work Management Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 21, 2014

This started by providing visitor lists and real-time alerts to sales people who were interested in specific accounts. The client data, which of course is available only to the client who provided it, could be anything but is usually attributes such as account type, buying stage, and sales territory.

DemandBase 120

DemandBase Advertising Agencies Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

OCTOBER 24, 2014

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. Because it knows what to expect, the system can easily load customer data and sales results from those systems.

Lead Ranking 120

Lead Ranking Lead Scoring Automation Salesforce.com 120

Customer Experience Matrix

AUGUST 14, 2014

Few people would suggest you learn salesmanship from the play Glengarry Glen Ross ,* but its central message rings true: good leads are the lifeblood of a sales organization.** Some of the more important ones include: • Specific data sources, scanning techniques, and analytical methods. There are probably others.

Lead Ranking 120

Lead Ranking Work Management Marketing Management Lead Scoring 120

Customer Experience Matrix

OCTOBER 4, 2016

Demandbase had its own announcement yesterday: something it calls “DemandGraph,” which is basically a combination of Demandbase’s existing business database with data gathering and analytical functions the Spiderbook system that Demandbase bought in May 2016. billion for LinkedIn.

DemandBase 166

DemandBase Ideal Customer Profiles Marketing Management Cross-Selling 166

Customer Experience Matrix

FEBRUARY 5, 2015

That’s a technical step backwards but will actually make it easier for buyers to access the detailed vendor information, and in particular to screen for vendors with particular capabilities. Predictive analytics are growing quickly but so far are still done by specialized vendors rather than built into the marketing automation platform.

Marketing Automation Services 120

Marketing Automation Services Demand Generation Agencies Marketing Report Marketing Automation 120

Customer Experience Matrix

JUNE 3, 2017

Data: SessionM can gather customer behaviors on Web and mobile apps from its own tags or using feeds from standard Web analytics tools. Customer data is organized into profiles and events, which lets the system store nearly any type of information without a complex data model.

Loyalty 120

Loyalty Enterprise Management Ideal Customer Profiles Work Management 120

Customer Experience Matrix

AUGUST 25, 2016

Differentiators include: channels supported (display advertising, social advertising, CRM, marketing automation, email, direct mail, telemarketing, text, mobile apps, content syndication, etc.)

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Account Based Marketing 120

Customer Experience Matrix

DECEMBER 18, 2012

Like everyone else, I’m seeing greater use of social, mobile, and video; more cross-channel campaigns; closer cooperation between marketing and sales; and expanded use of analytics. The reason is that post-sales interactions are increasingly automated and marketers have the best tools to manage automated interactions effectively.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

AUGUST 6, 2013

RightWave staff also helps with data quality and analytics, two other areas where many marketing departments lack expertise. What clients do use are extensive reporting tools that show marketing calendars, campaign results, customer profiles, Web tracking reports, funnel analysis, return on investment, and other information.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

AUGUST 22, 2016

To put things in a broader context, “external data” can be contrasted with “internal data”, which comes from a company’s own systems for CRM, marketing automation, Web analytics, order processing, customer support, etc. They may resell the data to marketers or use it themselves to support tasks such as account scoring or ad targeting. (To

Enterprise Management 120

Enterprise Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

OCTOBER 29, 2015

When I first described Customer Data Platforms two and half years ago, all the vendors offered an application such as predictive analytics or campaign management in addition to the "pure" CDP function of building the customer database. Current clients use Openprise in more modest ways, however.

Work Management 120

Work Management Marketing Management Marketing Automation Services Lead Ranking 120

Customer Experience Matrix

JULY 25, 2014

But LinkedIn doesn''t need that data: it already has vastly better information in its own files. The Oracle announcement provided unintentional symmetry with Bizo: as LinkedIn was leaving the customer data sales business, Oracle was expanding its offerings.

Marketing Management 120

Marketing Management Linkedin Buy Privacy Policies 120

Customer Experience Matrix

FEBRUARY 16, 2012

My role at Left Brain will be to build the “optimization”practice, which means working on marketing analytics as well astechnology. This meant marketingprocess definition, marketing/sales alignment, and program strategy. It’s still important to execute thoseproperly, and always will be. That’s exactly what I’ll be working on.

Demand Generation Agencies 120

Demand Generation Agencies Work Management Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

OCTOBER 15, 2015

These were typically sourced from public information such as Web sites, job postings, and social media. I’ve never thought of predictive modeling and testing as having much to do with each other, although both do use advanced analytics.

Marketing Management 120

Marketing Management Paid Search Agency Lead Ranking Ad Exchange 120

Customer Experience Matrix

JULY 3, 2013

It is clearly “all-in-one” sales and marketing software for very small business, combining marketing automation, CRM, and ecommerce along the lines of Infusionsoft and Ontraport (formerly OfficeAutoPilot). Entry can trigger an email, assignment to a drip campaign, or sales agent notification. So far pretty normal.

Small Business Marketing 120

Small Business Marketing Marketing Automation Services Communities Lead Ranking 120

Customer Experience Matrix

SEPTEMBER 15, 2009

Summary: Adobe's agreement to purchase Omniture illustrates the on-going convergence of Web content management and Web analytics systems. This puts pressure on marketing automation vendors, who also want to provide Web analytics and content management, and who are already being pressed by customer relationship management (CRM) vendors.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

APRIL 25, 2013

These systems that gather customer data from multiple sources, combine information related to the same individuals, perform predictive analytics on the resulting database, and use the results to guide marketing treatments across multiple channels.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Class 120

Customer Experience Matrix

NOVEMBER 5, 2009

I still suspect they will, driven by the need for ever-closer cooperation between marketing and sales teams in managing prospect relationships. Technology may impede Software-as-a-Service sales automation vendors from adding marketing automation. See Who’s Afraid of the Big, Bad Wolf? (The

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

MAY 19, 2010

Last week they announced their next leap forward, an API to return detailed company information quickly enough to use it to tailor visitor treatments. Similarly, client data such as customers and sales people must currently be loaded by DemandBase staff. The first connectors are due shortly.

DemandBase 120

DemandBase Leadlander Jigsaw Marketing Automation Services 120

Customer Experience Matrix

NOVEMBER 16, 2011

Remember all that yammering about how today’s buyers do their own research, don’t talk to sales until late in the process, and get their information from social media rather than experts? But more complex scenarios could include inputs from Web analytics, order processing, point of sale, accounting, and elsewhere.

Work Management 120

Work Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

MARCH 2, 2007

Selecting a question would take you to the tab with the related information. Of course, it’s not trivial to get information on the results. An automated forecast based on toy sales by week would predict incredible sales each January. Many analytical capabilities are rapidly approaching commodity status.

Work Management 120

Work Management Business Marketing Management Acquisitions 120

Customer Experience Matrix

NOVEMBER 16, 2010

Users start on a customizable home page, which they populate from a pool of widgets for recently accessed items, favorite reports, upcoming campaigns and other information. This database is updated in near-real-time with operational transactions and can also receive opportunity outcomes from sales automation or other external systems.

Eloqua 120

Eloqua Allocation Enterprise Management Lead Scoring 120

Customer Experience Matrix

JUNE 25, 2008

When I was researching last week’s piece on Market2Lead , one of the points that vendor stressed was their ability to create a full-scale marketing database with information from external sources to analyze campaign results. In the meantime, the Aberdeen report provided some other interesting information.

Work Management 120

Work Management Marketing Management Demand Generation Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 13, 2014

The main basis for my prediction is high growth that vendors reported in 2013, and in particular a trend towards higher revenue per client among the vendors who share that information with me. This is a pretty common question so the answers were not very surprising. Sadly, they didn''t publish additional details.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

JANUARY 3, 2007

For those who are not, let me correct the impression that marketing mix models simply take a company’s advertising budget and correlate it with changes in sales volume. I also question whether tools that predict aggregate sales by period can also project customer lifetime value.

Marketing Mix 120

Marketing Mix Marketing Management Advertising Agencies Allocation 120

Customer Experience Matrix

JANUARY 7, 2010

Continued sales growth, for sure: that’s easy enough when you’re starting with a small base. We can also be confident that the feature trends I described in my review of 2009 will continue: better support for social media, greater access for sales departments, and more flexible reporting. What will 2010 bring? me-too products.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Work Management 120

Customer Experience Matrix

OCTOBER 18, 2011

By very sharp contrast, B2B marketers rely primarily on their CRM system (that is, Salesforce.com or a competitor) as the primary data source, and complement that with information captured directly by the marketing automation systems’ own landing pages and Web tracking tags. This accounts for most of the work and most of the cost.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120

Customer Experience Matrix

SEPTEMBER 2, 2011

The Chatter group that Salesforce set up for Dreamforce itself struck me as a perfect example: it was filled with largely irrelevant noise that made it nearly impossible to see the useful information. Both share a vision of combining marketing automation data with sales data, and ideally with data from other sources.

Enterprise Management 120

Enterprise Management Marketing Automation Services Salesforce.com Work Management 120

Customer Experience Matrix

JANUARY 20, 2016

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. The notifications can be loaded as lists into a marketing automation or CRM system, where they can trigger advertising, sales calls, or other actions.

Intent Data 120

Intent Data Intent Lead Ranking Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 9, 2012

This means vendors are increasingly competing on other dimensions including their own marketing and sales skills, cost structures, supporting services, pricing, and financial resources. HubSpot’s marketing grader does a something like this although it only examines externally-available information.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

OCTOBER 18, 2007

Apart from personalization, Neolane doesn’t seem to offer execution features for channels such as Web sites, call centers and sales automation. Nor, so far as I can tell, does it offer real-time interaction management—that is, gathering information about customer behavior during an interaction and determining an appropriate response.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

SEPTEMBER 21, 2006

The balance involved aggregate sales information (six projects), operational data (five projects), and financial reporting (two projects). You could argue that sales and operations analysis ultimately help each company match products, prices and processes with customer needs—so, in a sense, they do improve the customer experience. (And

Customer Satisfaction 120

Customer Satisfaction Aggregators Analysis Distribution 120

Customer Experience Matrix

SEPTEMBER 25, 2006

My last two posts have dealt with activities that affect customers but are invisible to them: back-office analytics and information security. A sales forecasting system could alert customers to sales on items they are likely to order or warn that an item in their shopping cart is about to go out of stock.

Activities 120

Activities Lead Scoring Lead Ranking Allocation 120

Customer Experience Matrix

JULY 30, 2009

Although Hubspot positions itself as an “inbound marketing system,” it actually does more than the search engine optimization, blogging, social media interactions and related analytics needed to generate Web traffic. I've since been informed that Personality Grader was an April Fool's joke.])

Small Business Marketing 120

Small Business Marketing Bundling Work Management Paid Search Agency 120

Customer Experience Matrix

JUNE 15, 2009

To me, it seems a natural extension of the company’s “seeing is believing” sales approach as well as a good way to sidestep the barriers raised by corporate IT. This actually prompted some very deep thinking over the weekend, which will show up in my Information Management magazine column over the next several months.

Work Management 120

Work Management Marketing Management Service Software 120