Customer Experience Matrix

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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. What’s significant here is less the reporting than that Radius is moving beyond analytics to give clients lists of potential customers. They are, after all, experts at seeing the future.

Predictive Analytics: Should Automated Content Selection Work by Segment or Individual?

Customer Experience Matrix

At an operational level, the individual-level systems use automated analytics to rank all possible content choices for each individual using that individual’s data. Segment-based systems either use rules to select content for each segment or use automated analytics to rank content choices for the segment as a whole. So I thought it worth some discussion.

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

Customer Experience Matrix

This means getting marketers excited about doing something (that’s where the “business porn” comes in) or scared about the consequences of not doing it (see the CEB Challenger Sales model , for example). account based marketing marketing profs marketing technology martech predictive analytics sailthru technology adoptionBoth were well attended, well produced, and well worth while.

SalesPredict Offers Highly Automated, Highly Flexible Predictive Modeling

Customer Experience Matrix

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. Back in, say, 2008, a product like this would be big news. Is SalesPredict right for you?

Content Methodology: A Best Practices Report

Content serves as a powerful tool for sales. Sales staff are. industry metrics such as sales and leads, or. lead score • Sales-qualified leads (SQLs) • Opportunities • Search traffic • Return visitor rate Lead nurturing: Move leads. personas at each stage of their journey through the sales funnel. Use web analytics to examine which channels. Content. going.

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

In fact, what was most impressive was the relative consistency of the rankings, with ead nurturing, analytics, and lead scoring at the top in both surveys, email and campaign management in the middle, and list segmentation is at the bottom. The Interwebs have delivered an unusually rich trove of data about the marketing automation industry in the past few weeks. Here’s how I see things.

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

Customer Experience Matrix

This demanded a high initial investment but made expansion relatively easy – an approach that made sense when SAS's core analytical applications were pretty much essential to many clients. SAS’s growth and financial performance have been just fine despite the new competition, thanks to technical leadership in its core analytical products and pry-it-from-my-cold-dead-hands loyalty of its core customers. These applications combine previously separate SAS functions such as model building, visual analytics, segmentation, and content creation.

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

Customer Experience Matrix

But Engagio's latest product, Engagio PlayMaker, actually does occupy a space in between marketing, sales development, field sales and customer success by connecting them without replacing existing marketing automation, CRM, or customer success systems. Like Engagio’s earlier analytics products, PlayMaker starts by pulling data from Salesforce.com CRM and attaching leads to accounts. Some messages can be automated but most are assigned to human sales or service agents. But coordination across marketing, sales, and support departments is actually a pretty big deal.

True Influence InsightBASE Simplifies Use of B2B Intent Data

Customer Experience Matrix

The notifications can be loaded as lists into a marketing automation or CRM system, where they can trigger advertising, sales calls, or other actions. Once the lists are loaded into those systems, they can be used for email, advertising, sales calls, or other purposes. b2b marketing intent data lead scoring marketing automation predictive analyticsIntent data is one of hottest topics in marketing today – see, for example, Oracle’s recent purchase of AddThis. Intent-based email lists are obviously contactable but volumes are often quite low.

Study: How Much of Your Content Marketing Is Effective?

include time, money, and analytics. can open access to the necessary analytic tools and resources, and the right analytics help content marketers devote their time. for 2015 our goal is to make content for the whole sales funnel, including white papers, e-books, webinars, case studies, and. In 2014, many brands learned that a sales pitch doesn’t. content. 10.5% 9.1%

Mautic Offers Free, Open Source Marketing Automation

Customer Experience Matrix

Open source has been successful in related applications including analytics (R, Jaspersoft, Pentaho), CRM (SugarCRM, vTiger) and Web content management (WordPress, Joomla, Drupal). David Hurley, the open source industry veteran behind Mautic, argues that marketing automation has just now become widely enough understood for many marketers to purchase it without a lengthy sales cycle.

Brightfunnel Gives B2B Marketers Self-Service Revenue Attribution

Customer Experience Matrix

The simplest is just connecting marketing leads to closed sales, which is an issue because the data in sales systems is often incomplete. There wouldn’t be a problem if sales people religiously associated every lead with the right account. The system can use this to forecast the value and timing of future sales from deals currently in the pipeline.

Everstring Takes Another $65 Million and (More Important) Launches Predictive Ad Targeting Solution

Customer Experience Matrix

From a more mundane perspective, limiting its focus to B2B prospect management lets Everstring concentrate its own marketing and sales efforts on a specific set of buyers, even as it slowly expands the range of problems it can help those buyers to solve. It confirms that Everstring has become a leader in the field despite its relatively late entry.

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Marketing attribution systems: a quick look at the options

Customer Experience Matrix

Classic marketing mix models instead look at promotion expense by channel by market (usually a geographic region, sometimes a demographic or other segment) and find correlations over time between spending levels and sales. 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. My rational brain knows that there’s probably no reason for this flurry of sightings beyond pure coincidence.

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Content Marketing 2016: Staffing, Measurement, and Effectiveness

approval workflows, email automation, analytics. percent, was lead conversions and sales. SALES 20 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Results and Analysis It’s reassuring that leads and sales, two elements. for more sophisticated engagement analytics like. marketers think about analytics in relation to ROI.

New Frontiers in Data Driven Marketing

Customer Experience Matrix

This means programs can be designed to incorporate predictive models in all kinds of treatment decisions, from content recommendations to sales call prioritization to banner ad selection. I recently gave a talk on New Frontiers in Data Driven Marketing, which managed to incorporate Barbie, Fred Astaire and Ginger Rogers, General Winfield Scott, and The Three Stooges. Okay, maybe not so new.

VEST Report: Latest Trends in Marketing Automation, and Where's My Hoverboard?

Customer Experience Matrix

It’s always been obvious that agencies were a sensible channel for marketing automation vendors to pursue, but I’m beginning to wonder whether agencies might turn out to be the primary channel for such systems, excepting only direct sales to large enterprises. I just finished the latest release of the B2B Marketing Automation Vendor Selection Tool , a.k.a. VEST Report. Here’s what struck me.

I've Discovered a New Class of System: the Customer Data Platform. Causata Is An Example.

Customer Experience Matrix

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. The new systems can also feed sales, customer service, online advertising, point of sale, and any other customer-facing systems.

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Marketo Conference: Small Changes, Big Picture

Customer Experience Matrix

In the case of customer management, the big question is whether the marketing system should be separate from sales and service systems. Your marketing platform is not an add-on to sales technology, or a component of an IT solution. the brain”), database (“marketing system of record”) and analytics. My main reaction was, what’s new? Fair enough.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Embrace new technology: tools like predictive analytics and "marketing stacks" hold great promise but need to be better utilized. sales departments.

A Tale of Two Sittings: Best of Times with HubSpot and Teradata

Customer Experience Matrix

Teradata’s marketing applications also extend beyond standard marketing automation to include marketing resource management and analytics. Indeed, there’s a case to be made that the company’s scope is superior to most competitive “marketing clouds”, which are usually pretty light on MRM and analytics and are often barely integrated. But I digress. Where was I? Fair enough.

Marketing Automation News from Dreamforce: B2B More Integrated, B2C Stays Separate

Customer Experience Matrix

Conference presentations confirmed that Pardot, the B2B marketing automation system that Salesforce acquired as part of its ExactTarget acquisition, has been separated from the rest of ExactTarget and made part of the Sales cloud. What this means is that Salesforce sees B2B marketing automation as just an appendage of sales automation. The logical consequence is to make lead scoring and nurture campaigns standard features within the Sales offering and discard Pardot as a separate product. I spent the early part of this week at Salesforce.com ’s annual Dreamforce conference.

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How RightWave Solves the Marketing Automation Skill Shortage

Customer Experience Matrix

RightWave staff also helps with data quality and analytics, two other areas where many marketing departments lack expertise. The system also gives sales users reports on new leads, activities of existing leads, and visits from target accounts. Most of the sales information is presented within the Salesforce.com interface, although users can drill down into details held with RightWave.

Future of Marketing Automation: Grow or Die

Customer Experience Matrix

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. If I had to predict one thing that isn’t utterly obvious, it's that B2B marketers will be more involved with managing customer relationships after the initial sale.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Embrace new technology: tools like predictive analytics and "marketing stacks" hold great promise but need to be better utilized. sales departments.

Marketing Foundations Analysis Tool: Gap Analysis, Recommendations, and Benchmark for Your Marketing Systems

Customer Experience Matrix

thirteen types of customer-facing systems, ranging from email and Web sites to display ads, retail point of sale, and customer account management. seven types of shared customer data processes , ranging from single customer view to predictive modeling to treatment selection to advanced analytics. That''s it -- just 29 items, although some do have subitems. Not bad for free.

Mintigo InterestBase Harvests Web and Social Data for Marketing and Sales

Customer Experience Matrix

The result is substantially more effective marketing and sales operations, finally letting marketers use data the Web has so tantalizingly exposed. sentiment analysis social marketing automation marketing automation predictive modeling prospect database mintigo semantic analytics data enhancement interestbase web data analysis But harvesting that data has been frustratingly difficult.

Openprise Gives Marketers Easy(ish) Tool to Manage Their Data

Customer Experience Matrix

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. The Amazon Redshift connector means Openprise could feed a data warehouse or CDP available to other analytic and execution systems.

Microsoft Buys Marketing Automation Vendor MarketingPilot: Start of Something Big?

Customer Experience Matrix

Most obviously, it’s another example of an adjacent vendor finding the marketing automation attractive: following Pardot ’s acquisition last week by email vendor ExactTarget , and earlier acquisitions of Leadformix by CallidusCloud (sales effectiveness), Alterian by SDL (Web content), SmartFocus by Emailvision (email), and Demandforce by Intuit (small business accounting).

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Embrace new technology: tools like predictive analytics and "marketing stacks" hold great promise but need to be better utilized. sales departments.

What Really Creates Marketing Automation Success: Data from Gleanster

Customer Experience Matrix

Value Drivers: Both groups agreed that the two most important predictors of marketing automation success are cooperation with sales and ability to measure return on investment. Both groups rated having an analytical culture as the fourth-most important value driver, while listing outside help, change management, and organizational resources as the least important. Back to the data.

Bizo and DemandBase Lead B2B Marketing Automation to Web Advertising and Beyond

Customer Experience Matrix

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. Marketing automation, Web analytics, and Web content management systems can all access this data via API calls for analytics and as inputs to their own selection and treatment rules. Let’s start with DemandBase. The system doesn’t store any information about individuals.

Beyond Marketing Automation: Building a Complete Marketing Infrastructure

Customer Experience Matrix

B2B marketing automation vendors generally position their systems as a replacement for separate applications including email, forms creation, Web analytics, content management, and reporting. Marketing automation vendors have little incentive to correct the error, since mentioning integration would only slow the sales cycle. So, yes, there’s a need for a company like Empathy Logic.

[x+1] Origin Digital Marketing Hub Offers Cross-Channel Decision Management

Customer Experience Matrix

This was an early form of what now called a Data Management Platform (DMP), which one articulate blogger defined as “a very smart, very fast cookie warehouse with analytical firepower to crunch, de-duplicate, and integrate your data with any technology platform you desire.” Knowing this, you might suspect there are other real time decision management vendors with roots in Web marketing.

Infor Epiphany Marketing and Interaction Advisor: Good Examples of B2C Marketing Automation

Customer Experience Matrix

The vendor divides the process into four steps: dynamic profiling (gathering the data); business rules (selecting options to consider); real-time analytics (self-managing predictive models); and arbitration (selecting the best option based on user objectives). The remains were scooped up in 2005 by SSA Global, which was itself purchased in 2006 by enterprise software vendor Infor.

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B2B and B2C Marketing Automation: Understanding the Differences

Customer Experience Matrix

But many B2C products leave them out. I’d guess the reason is B2C marketers more often have the capabilities available from other sources, such as a Web content management system or Web analytics product. But B2C marketers don’t have to deal with marketing-sales alignment, can usually measure results directly, and are often already running the same types of campaigns they expect to run with marketing automation. As you might have guessed from my recent list of B2C marketing automation systems , I’ve recently been spending some time helping consumer marketers to select vendors.

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