Customer Experience Matrix

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Can Old Database Marketers Learn Digital Tricks?

Customer Experience Matrix

Summary: Database marketing and digital marketing are more different than it seems. It’s self-evident that digital marketing (mostly on the Internet, but also mobile, in-game, and eventually interactive TV) is a major change from both traditional mass media and more recent database marketing (mail, email, telemarketing, CRM).

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Marketing Automation Vendor Consolidation: Lessons from History

Customer Experience Matrix

As I wrote in my June 30 post on consolidation among marketing automation vendors , I expect the number of competitors to shrink fairly quickly as new buyers concentrate their purchases among a handful of leading vendors. Will weaker marketing automation vendors merge with each other to establish a larger market presence?

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Marketing Automation vs. Demand Generation: What's the Difference?

Customer Experience Matrix

One of the first people I told about the new Guide to Demand Generation Systems -- an experienced database marketing consultant, no less -- was receptive to the Guide but asked whether there was any real difference between "demand generation" and "marketing automation" in general.

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B2B Marketers Are Buying Customer Data Platforms. Here's Why.

Customer Experience Matrix

I’d again explain this in part by the state of the existing customer data: the more advanced B2B marketers (who are the most likely CDP buyers) nearly all have a marketing automation system in place. So B2B marketers didn't need the rich customer profiles that a CDP creates. That quest leads directly to CDP.

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Marketo Conference: Small Changes, Big Picture

Customer Experience Matrix

Real Time Personalization already exists, obviously, and will remain a separate product that can work with any marketing automation system. This borders on integration of Web display with marketing automation, an extremely important trend. Every major marketing automation vendor has tried to do the same.

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Dueling Strategies: Adobe and Oracle Take Opposite Paths to Customer Experience Management

Customer Experience Matrix

Nor does Adobe manage the underlying customer database, marketing campaigns, or deep analytics. The delay is unfortunate, since the attention of the enterprise marketing automation world has already shifted to yesterday’s announcement that Oracle is acquiring Web “experience” management vendor FatWire Software.

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

Customer Experience Matrix

It also uses matches created elsewhere such as lead IDs used to synchronize CRM and marketing automation data or cookie IDs imported from Google Analytics. Claritix tells me this has been quite sufficient for their initial clients, who have liked the fact that set-up is virtually all automated or handled by the vendor.

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