Customer Experience Matrix

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Why MarTech Fails: A Data Driven Answer

Customer Experience Matrix

I’ve sensed a certain weariness in recent discussions of marketing technology, as marketers realize their business problems remain even after massive investments in new systems. The term “martech fatigue” has crept into my conversations, suggesting that marketers are tired of buying new systems they often don't use. So what’s the problem? Many people have asked similar questions. Of course.

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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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.

Secrets to Successful B2B Webinars

This best practice guide covers a variety of elements surrounding successful webinar strategy and execution

Landscape of MarTech Vendor Directories

Customer Experience Matrix

But the biggest category is the community review sites, of which the best known among markters are proably G2 Crowd , TrustRadius , and Software Advice. I'm making a presentation on marketing technology selection at B2BLeadsCon in New York next week, and had thought to start with the usual Oh-My-God-There-Are-So-Many-Vendors slide to get everybody's attention. Enjoy!

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#Personalized Mona Lisa #Marketing #Humor #Fail

Customer Experience Matrix

There are many times when the consumer has a specific purpose and is best served when personalization helps her accomplish it quickly and easily. The trick is knowing when that’s the best approach and when it’s better to let the consumer can see a bigger picture and maybe explore a bit before getting down to business. So here goes. Let’s start at the beginning. You sure can.

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.

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.

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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Walker Sands / Chief Martech Study: Martech Maturity Has Skyrocketed

Customer Experience Matrix

have no problem accepting this one: 21% of respondents said they use a single-vendor suite, while 69% had some sort of multi-vendor approach (27% integrated best-of-breed, 21% fragmented best-of-breed, 21% limited piecemeal solutions). Best of breed marketers get the most out of their martech tools. Martech maturity has skyrocketed in the past year.

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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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.*

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.

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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Zaius Offers Mid-Market Customer Data Platform Plus Analytics and Campaigns

Customer Experience Matrix

Zaius lacks more advanced optimization such as multi-variate tests that automatically create different combinations of features, finding segments within the audience that respond best to different versions, or predictive modeling. It wasn’t until the end of a long demonstration that I finally understood what Zaius is. Which is pretty ironic, since they’re an almost perfect example of a Customer Data Platform – that is, a system that assembles customer data from multiple systems and makes it available for marketing and analytics. So what fooled me about Zaius?

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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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.