Customer Experience Matrix

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Can Customer Data Platforms Have Decision Functions? Discuss.

Customer Experience Matrix

In tractor terms, they need the best motor possible for power applications and have other machines for tasks like pulling a plow. I’ve had at four conversations in the past twenty four hours with vendors who build a unified customer database and use it to guide customer treatments. That may seem pretty abstract but bear with me because this isn’t really about definitions.

Martech At The Crossroads: Agility or Simplicity?

Customer Experience Matrix

that may not have the best features for any particular function but offer a broad range of capabilities. When the purchase is made by individual marketers focused on their own needs, the best features will win and small, innovative martech vendors can flourish. I’ll be giving a speech next week on the evolution of marketing technology, which doesn't follow the path you might think.

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Predictive Marketing Vendors Look Beyond Lead Scores

Customer Experience Matrix

Infer plans to also recommend the best offer for each group, although this is not in the last week’s release – which is available today to current clients and will be opened to non-customers in early 2016. This is Mintigo’s attempt to build an automated campaign engine that picks the best treatment for each customer in each situation. They are, after all, experts at seeing the future.

3 Insights to Help Build Your Unified Customer Database

Customer Experience Matrix

The same split applies to what people would consider helpful in build in building a single customer view: people who consider the single view important are most interested in best practices, case studies, and planning assumptions – i.e., building a business case. You can download the full survey report here (registration required) and I’ve already written some analysis on the Institute blog.

Six Key Steps to Successful Marketing Automation Adoption

With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs Selecting a Marketing Automation platform can be a daunting task.

Campaign Management Is Dead. Here's What Next-Generation Marketing Automation Looks Like.

Customer Experience Matrix

In this environment, the best a company can do is react intelligently wherever a customer appears, taking into account both the current situation and whatever it knows about the customer’s past. The best message is the one that maximizes the long-term value of that relationship. But if you want to understand my thinking in more detail, please read on. Maybe you're unimpressed.

Customer Data Platforms Revisited: The Future of Marketing Data

Customer Experience Matrix

That coordination involves three basic tasks: gathering and unifying customer data from all sources; using that data to select the best treatment for each interaction; and delivering those treatments through the appropriate channel systems. To have the best odds of making a good selection, you’ll want to learn about as many vendors as possible in advance. In fact, most do not.

How Many Ads Per Day Do You See? Fewer Than It Seems (I Think)

Customer Experience Matrix

The 362 is nowhere near the widely cited figure of 5,000 per day, although the origins of that are mysterious at best. My cliché detector starts chirping as soon as anyone says today’s marketers face more competition than ever before. So competition has been tough for as long as anyone now living can remember. Well, I certainly thought so when I wrote the paper. Really? Just 362 ads per day?

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Pega Customer Decision Hub Offers High-End Customer Journey Orchestration

Customer Experience Matrix

The current incarnation of Customer Decision Hub ihas six components: Predictive Analytics Director to build offline predictive models, Adaptive Decision Manager to build self-learning real-time models, Decision Strategy Manager to set rules for making decisions, Event Strategy Manager to monitor for significant events, Next Best Action Advisor to deliver decisions to customer-facing systems, and Visual Business Director for planning, simulation, visualization, and over-all management. My previous posts about Journey Orchestration Engines (JOEs) have all pointed to new products.

B2B Marketing Trends for 2016

them the best rather than reaching for more eyeballs. the workforce around social business best practices. in training to enable their teams to make the best use of these new capabilities. technology will determine the best time and day to deliver the message. B2B Marketing. processes are fundamentally changing. know which half." Everything is now measurable. Look for.

Guide to ABM Vendors: What's in a Complete ABM Stack?

Customer Experience Matrix

If you do want help, you can start by hiring a scoring vendor to identify your best target accounts. Yesterday’s post announced our new Guide to ABM Vendors , which helps marketers make sense of the confusing variety of ABM-related systems. The post describes our framework of four ABM process steps, six system functions that support those steps, and six sub-functions that are hardest to find. All the functions are indeed required, but the sub-functions are optional. Customized Messages and Execution can be found in non-ABM systems such as Web site personalization or marketing automation.*

New Paper -- Which Social Media Marketing Methods Are Best For You?

Customer Experience Matrix

The actual mechanics of relating these factors are something you’ll best understand by downloading the paper. I’ve long been intrigued by the notion that complex business decisions can be reduced to relatively simple rules of thumb. Perhaps I shouldn’t admit this, at least when it comes to decisions I might be paid to make as a consultant. You can download the actual paper here.

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FlipMyFunnel Conference on Account-Based Marketing Comes to Austin on June 7

Customer Experience Matrix

This may not sound very significant but many marketing automation databases didn’t even have a distinct account object until recently, making account-based analysis difficult and unreliable at best. 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. Those were simpler times indeed.

Why Designing Your Marketing Technology Stack is a Waste of Time

Customer Experience Matrix

Once the machines had been optimized for electric motors, and factories had been redesigned to make the best use of this new configuration, the pace of change slowed down. Applications then evolve into something completely different as people uncover the best ways to use the new technology. The most obvious of those is electricity. By 1929 they provided nearly 80%.

Marketing Automation Buyer Survey: Many Myths Busted but Planning is Still Key to Success

Customer Experience Matrix

And if you really care about marketing automation success, tilt the odds in your favor by buying the full report. __ * I really struggled to find the best way to present this data. The marketing automation user survey I mentioned last March has finally been published on the VentureBeat site (you can order it here ). But the lesson isn’t just that features matter.

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B2B Marketing Trends for 2016

them the best rather than reaching for more eyeballs. the workforce around social business best practices. in training to enable their teams to make the best use of these new capabilities. technology will determine the best time and day to deliver the message. B2B Marketing. processes are fundamentally changing. know which half." Everything is now measurable. Look for.

MDC DOT Provides Marketing Automation for Direct Salespeople

Customer Experience Matrix

The redirection works best when the corporate Web site and the salespeople’s microsites are all on a subdomain hosted by MDC Dot. I briefly mentioned MDC Dot in an earlier blog post about giving sales people access to marketing automation capabilities. This may not have done them justice since they are more specialized than that general description implied.

Which B2B Marketing Automation Features Actually Get Used? Here's Some Data.

Customer Experience Matrix

One anomaly worth noting is that while the chart below shows lead nurturing as more common than lead scoring, the order is reversed among best-in-class and laggards. I’ve been writing a paper on the stages that marketers go through when deploying their marketing automation systems, the basic point being it’s important not to stop with just one feature. Here’s where things got interesting.

Marketo Conference: Is Predictive Modeling The Future of Marketing Automation?

Customer Experience Matrix

Both examples suggest replacing marketer-created rules to guide customer treatments with predictive systems that select the best action in each situation. At the most abstract, marketing involves picking the best customer treatment in each situation. Marketo held its annual Marketing Nation Summit this week, hosting 4,000+ clients and partners. The event seemed relatively subdued for Marketo – I didn’t spot one costumed character – but the over-all atmosphere was positive. As usual for me, I spent much of conference prowling the exhibit hall checking out old and new vendors.

Future Marketing: Will Machines Take Over Half the Consumer Economy?

Customer Experience Matrix

The bulk of the change will happen in the retail sector, where I think nearly every purchase will be based either on a direct subscription – such as contracting with a dealer to service your car rather than buying each repair individually – or an indirect subscription – such as having an automated travel agent pick the best airline, hotel, rental car, and restaurants for each trip.

B2B Marketing Trends for 2016

them the best rather than reaching for more eyeballs. the workforce around social business best practices. in training to enable their teams to make the best use of these new capabilities. technology will determine the best time and day to deliver the message. B2B Marketing. processes are fundamentally changing. know which half." Everything is now measurable. Look for.

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

Customer Experience Matrix

Segment-based systems work best when only a few choices are available. Two vendors made the same point with me this week, which is reason enough for a blog post in mid-July. The point was the difference between basing content selection on individuals and on segments. So I thought it worth some discussion. First, let’s clarify the topic.

BlueConic User-Driven Marketing Maturity Model: Surprises on the Road to Customer-Centric Marketing

Customer Experience Matrix

But the best part of my recent presentation with BlueConic was listening to the voice of someone else’s experience: in this case, the experience of more than 60 BlueConic clients, distilled into a maturity model that traced the stages they passed through on their way to full customer-centric marketing. I’m as fond of hearing my voice as most consultants, which is very fond indeed.

True Influence InsightBASE Simplifies Use of B2B Intent Data

Customer Experience Matrix

InsightBASE also differs from predictive marketing vendors who use intent data as inputs to their scoring systems and in some cases also provide lead lists: although predictive models almost surely do a better job of isolating the best prospects than InsightBASE’s simple profiles plus surge tracking, the models add considerable cost and complexity. Intent 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. It can add new keywords as needed.

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

Customer Experience Matrix

These correlations will be the basis for recommending the next best action for each account. 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. Then I saw ZenIQ. At present, the actions are chosen by rules set up manually by marketers – although even this is a step ahead of having marketers directly assign accounts to specific campaigns.

Future of Marketing Content: Reflections on the Content2Conversion Conference

Customer Experience Matrix

And, on the way to the airport, I caught up with Idio , another system that automatically analyzes content and picks the best match for each individual – although Idio doesn’t do any content creation or dynamic customization. also have one other observation, which was totally unexpected (the best type!). 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.

New Marketing Automation Options for Small Business in the VEST Report

Customer Experience Matrix

Beyond that, dbSignals uses the machine learning results to “reserve” the best prospect names for each client in advance of campaign selection. I’m revving up for the next edition of our B2B Marketing Automation Vendor Selection Tool (VEST) report, which will include six first-time entries. I’ve already written about two of those, Inbox25 and AutopilotHQ (formerly Bislr). You get the idea.

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

Customer Experience Matrix

Just be glad I don’t review housewares, or this could be about rating knives and forks: A Tale of Two Settings: It Was The Best of Tines, It Was The Worst of Tines. By “prescriptive”, it means recommending the types of marketing programs to create, as opposed to predicting which existing marketing campaigns are best for an individual customer. But I digress. Where was I? Fair enough.

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

Customer Experience Matrix

Interactive content and journey management are definitely candidates, but the consensus at the deepest (and best lubricated) discussion seemed to be what you might call user-tuned content* – that is, content that adjusts to the viewer’s behavior, presumably using artificial intelligence to choose what to do next. That’s a step beyond current personalization or recommendation engines, which select the best message or product but don’t change how it's presented or use manually-created variations. Two mentions officially makes it a trend.

LinkedIn Buys Fliptop: Why Account Based Marketing and Predictive Analytics Are a Natural Fit

Customer Experience Matrix

This could mean selecting the best people to reach within targeted accounts or selecting the most effective ad placements to reach those accounts. Predictive analytics vendor Fliptop today announced its acquisition by B2B social network LinkedIn. would have looked so much more prescient had they announced the acquisition after I had published this post!

Will Machines Replace Marketers? Artificial Intelligence Isn't Ready Yet But Watch Your Back

Customer Experience Matrix

But while there are plenty of systems that predict the “next best message” or recommend what content the user is most likely to select, no one seems to have taken the obvious next step of using AI to design the best message sequence and refine it over time through automated testing. After accumulating a list, I’ve decided it’s time to pull together an overview of the topic.

New Frontiers in Data Driven Marketing

Customer Experience Matrix

Location- and context-aware programs are another aspect: the potential is obvious even though it’s not yet clear how to best exploit it. 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. Let’s just say you had to be there. Extract meaning from big data.

Moving On: Lessons from the B2B Marketing Trenches

Customer Experience Matrix

Again, such comparisons are widely acknowledged as a best practice: my point here is they have immediate practical value, so they shouldn't just be relegated to the list of “nice but not necessary” things that no one ever quite gets around to doing. It was fun to work again as a hands-on marketer. Here are some insights based on the experience. lots of content. simplicity helps. Big mistake.

Terminus Offers Targeted Display Ads for B2B

Customer Experience Matrix

Despite my best efforts, and much cooperation from Adobe, I’m sure it still misses many nuances of how Adobe components do or don’t work together. The system automatically monitors response and optimizes its bids to get the best results within a company’s campaign budget. Nor does it address the challenges that users face in making sense of it all. email-based targeting. sales stages.

Marketing attribution systems: a quick look at the options

Customer Experience Matrix

It's also important to note that the technical details of the algorithmic methods differ greatly from vendor to vendor, and of course each vendor is convinced that their method is by far the best approach. 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. Or not.

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Oracle Buys Eloqua: Winners and Losers for B2B Marketing Automation

Customer Experience Matrix

It seems more likely that Oracle will slow down Eloqua enhancements as it evaluates the product’s direction and decides how to best integrate existing Oracle technologies. That may be the best for Eloqua’s customers in the long run, but the changes will take time to deliver and necessarily distract from near-term product enhancements. The stock had been hovering around $17.50

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Fliptop: A Customer Data Platform for Predictive Lead Scoring, Pure and Simple

Customer Experience Matrix

typical scheme would create A, B, C, and D lead classes, where A leads are best. It’s been a while since I wrote about Customer Data Platforms , but only because I’ve been distracted by other topics. The CDP industry has been moving along nicely without my attention: new CDPs keep emerging and the existing vendors are growing. So what makes Fliptop different from its competitors?

Next-Generation Marketing Automation Systems Target Small Business

Customer Experience Matrix

and have the system return the best matching results. I’ve been gearing up for the next edition of our VEST report on B2B marketing automation systems, which involves catching up with established vendors and chasing down some new ones. But it’s still worth scanning the new entrants to see how they’ve departed from older approaches. Leadsius launched its first paid version around July 2013.

Hive9 Marketing Performance Management Includes Customer Journey Optimization

Customer Experience Matrix

Rules can avoid repeating messages to the same person and can select a “next best message” for the external system to deliver. This coordination includes both gathering data from multiple sources and sending messages through other systems. What the heck does that last sentence mean? That’s quite different from pre-defining an ideal customer journey and trying to force customers to follow it.

CRM Evolution Conference: Mobile Really Does Change Everything About Marketing

Customer Experience Matrix

The customer’s experience is made simple and direct – at its best, she sees one choice (the thing she really wants or needs) and a button to accept it. 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.

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