Customer Experience Matrix
AUGUST 29, 2013
My discussion last week of Infer , Mintigo , and Lattice Engines raised the question of what other B2B data vendors might be considered Customer Data Platforms. It’s easy to exclude companies that provide basic B2B lists ( D&B , Data.com , Netprospex , ZoomInfo , etc.) since they’re clearly in a different business.
Customer Experience Matrix
AUGUST 22, 2013
One of these categories is systems for B2B lead scoring. The most typical application is deciding which leads should go to sales, be further nurtured by marketing automation, or discarded entirely. Scores that accurately filter non-productive leads are more important to those companies than individual lead profiles.
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Customer Experience Matrix
SEPTEMBER 8, 2017
I’m currently drafting a paper on use of Customer Data Platforms by B2B SaaS marketers. The topic is more intriguing than it sounds because it raises the dual questions of why CDPs haven’t previously been used much by B2B SaaS companies and what's changed. B2B is another vertical. The situation in B2B has now changed.
Customer Experience Matrix
FEBRUARY 10, 2017
Lead Genius is a good example. The company is in the business of assembling B2B marketing lists – an industry dating back centuries to city directories and beyond. But Lead Genius was founded in 2011 to commercialize university research into combining AI with human inputs. Lead Genius does this too. Plan interactions.
Customer Experience Matrix
FEBRUARY 21, 2014
That could serve as a pretty complete summary of the state of the art for B2B marketing today, especially if you consider “content marketing” as implicitly included. Like the client I mentioned at the start of this article, you can probably think of them as complementary rather than competing components of a complete B2B marketing solution.
Customer Experience Matrix
AUGUST 28, 2014
The Web site network is unusual if not unique among B2B data providers; the most similar offerings I can think of are audience profiles from B2C site networks, from owners of large B2B sites, and based on other B2B activity such as email response. . – and from a network of third-party Web sites. Formal release was in May 2014.
Customer Experience Matrix
OCTOBER 20, 2016
Indeed, many of the firms I originally identified as CDPs were lead scoring and customer success management vendors who serve primarily B2B clients. Its clients are mostly small, B2B companies – exactly the firms that were first to adopt software-as-a-service (SaaS) technologies including marketing automation and CRM.
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