Customer Experience Matrix

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Predictive Marketing Vendors Look Beyond Lead Scores

Customer Experience Matrix

This is based on combining the CRM data with Radius’ own massive database of information about businesses. This also extends beyond lead scoring to provide access to Infer’s own data about businesses (which it had previously kept to itself) and do several types of artificial intelligence-based recommendations. But is it possible that predictive is already approaching commodity status?

#Personalized Mona Lisa #Marketing #Humor #Fail

Customer Experience Matrix

In more conventional business terms, the company wants consumers to understand the breadth of its products and services and the promises made by its brand. There are many times when the consumer has a specific purpose and is best served when personalization helps her accomplish it quickly and easily. This isn’t the first time my sense of humor failed to match with yours. So here goes.

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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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

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. them the best rather than reaching for more eyeballs. What are the business and.

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

Customer Experience Matrix

Industries that sell to both business and consumers were split 50/50. You might question some of my choices, but let me point out that even the clothing industry – where people theoretically want to make individual choices – is already seeing subscription business models where companies send products they think the consumer might like and the consumer can then keep what she wants.

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. But it’s a rich set of data so this post will highlight some other helpful insights. 1. You must have faith. Tools matter.

MDC DOT Provides Marketing Automation for Direct Salespeople

Customer Experience Matrix

This is especially important for businesses that pay commissions to the customer’s original salesperson. 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.

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.

B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. them the best rather than reaching for more eyeballs. What are the business and.

Matching Marketing Technology to Business Strategy: A Starting Framework

Customer Experience Matrix

When Scott asked for content suggestions during the early stages of the conference planning, my reaction was that one thing everyone needs is a framework for relating marketing technology investments to larger business strategy. The implication is that every business needs to adapt a strategy of customer intimacy. First, everyone doesn’t have the same business strategy. Norton.

True Influence InsightBASE Simplifies Use of B2B Intent Data

Customer Experience Matrix

The contact data is drawn from True Influence’s master list of 30 million business contacts, which are continuously verified to ensure deliverability. 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-based email lists are obviously contactable but volumes are often quite low.

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.

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

Customer Experience Matrix

To move past the very obvious, ABM vendors – whose basic business is selling ads targeted to specific companies – could also use predictive analytics to refine their ad targeting. This could mean selecting the best people to reach within targeted accounts or selecting the most effective ad placements to reach those accounts.

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

Customer Experience Matrix

Similarly, competitor analysis should be well within the capabilities of companies like Radius , Everstring and Growth Intelligence , which already ingest the contents of corporate Web sites to understand each company’s business. Business and marketing strategies are often compared to chess, a game that AI systems can famously play better than humans. Let’s look at each task in turn.

B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. them the best rather than reaching for more eyeballs. What are the business and.

New Frontiers in Data Driven Marketing

Customer Experience Matrix

To make things even harder, direct access to data has expanded to many business users who don’t have the data management skills or sensitivity of expert analysts. Location- and context-aware programs are another aspect: the potential is obvious even though it’s not yet clear how to best exploit it. Let’s just say you had to be there. New Challenges • Integrate ad tech and martech.

ICON16: How Infusionsoft Plans To Dominate Small Business Marketing (and Make Life Better For Small Businesses Everywhere)

Customer Experience Matrix

I spent part of last week at ICON16, Infusionsoft ’s annual combination of customer conference, revival meeting, and group therapy session for small business owners. These changes were evolutionary at best, but company leaders made clear this was on purpose: their current strategy is to make small improvements to ease of use, not add major new or deeper features. This is based on Infusionsoft’s learning over the past ten years that the main barriers to success with its software are small businesses not knowing what to do with it and not seeing immediate value from the efforts.

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. Indeed, the company says as much in its FAQ on the deal : “Oracle plans to integrate several of its key technology assets, such as Big Data and Business Intelligence, to deliver enhanced value to Eloqua’s products.”

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

Customer Experience Matrix

Like all the others except ReachForce, the company builds a master database of information about businesses and individuals by scanning the social networks, company Web pages, job sites, paid search spend, search engine page rank, and other sources. typical scheme would create A, B, C, and D lead classes, where A leads are best. So what makes Fliptop different from its competitors?

Hive9 Marketing Performance Management Includes Customer Journey Optimization

Customer Experience Matrix

Tactics have owners, budgets, start and end dates, revenue targets, types (usually a channel or asset) and other attributes such as journey stage, audience, business unit, geography, and language. Rules can avoid repeating messages to the same person and can select a “next best message” for the external system to deliver. What the heck does that last sentence mean? It’s bright. Shiny.

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. Customers who haven’t bought yet (okay, they’re really prospects) still have some intention when interacting with us – presumably to learn something about our company or products so they can decide whether they want to do business. 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.

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What Makes a Good Marketing Platform? Rules for Platformality

Customer Experience Matrix

Last month he goaded me into coming up with a framework for relating marketing technology to business strategy , which I''ll present at the MarTech conference in August. People like Scott and myself can push things along out of public-mindedness and sheer intellectual curiousity, but we all have day jobs that keep us more than busy. That Scott Brinker is such a devil.

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Design Your Best Marketing Technology Stack and Plan the Transition: Sneak Peek at FlipMyFunnel Conference

Customer Experience Matrix

Here are some of the key points I’ll be making: - the stack is based on your business and marketing strategies. I’ve described the importance of strategy before but have now refined my explanation to show how marketing programs, business requirements, and functional requirements connect over-all marketing strategy with martech. transition planning must be systematic as well.

Automated Marketing Campaigns: An Immodest Proposal

Customer Experience Matrix

But while it’s easy for conventional predictive models to find the “next best action” in a particular situation, it’s much harder to find the best sequence of actions. Let’s start with the problem that’s already solved, of finding the single next best action. You can conceive of my perfect campaign as a collection of next best actions. plays”)?

Marketing Automation's Unhappy Users: Trouble in Paradise?

Customer Experience Matrix

But the news on that front is mixed: a survey by one of the industry’s best analysts , Jim Lenskold, found 60% of marketing automation users reporting increases in the key value measures of lead quantity and quality. As I mentioned in last week''s post , I’m writing a paper on stages of marketing automation deployment. The paper itself will be available to Webinar attendees.

IgnitionOne Buys Knotice, Prompting Many Deep Thoughts

Customer Experience Matrix

But the extract below from the CDP Guide also shows how they complement each other: Knotice does “fuzzy” matching of names and addresses and sends email, while IgnitionOne buys online media and selects best customer treatments. The only barrier is they may not think it’s a big enough business to be worth the trouble. These deals also reflect some other trends beyond acquisitions.

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StrongView Moves Beyond Email to Real-Time, Contextual Marketing

Customer Experience Matrix

Today''s email vendors face an interesting business challenge. On one hand, building a high-volume email engine is a lot harder than you’d think, so business is strong despite near-commodity status. StrongView is clear that these services are intended to help marketers supplement their own resources, not to convert the business into a service agency.

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Oh Shiny! Cool Marketing Technology I'd Evaluate in Detail if I Didn't Keep Getting Distrac.Oh Shiny!

Customer Experience Matrix

Pricing begins around $10,000 per month for small business clients and is set to meet client goals for lead cost and volume. The system also applies continuous, automated optimization to select the best treatments, merges profiles across channels, and can provide a simulated view of an individual customer journey to help marketers plan out their treatment rules market.

Raab Report: OfficeAutoPilot, Infusionsoft and HubSpot Rate Highest in Marketing Automation for Very Small Business

Customer Experience Matrix

Where the vendors differ is in the details of how they implement the common features, applying approaches that are generally best suited to one type of marketing organization. The chart above shows our ratings for the micro business sector, defined as companies with under $5 million in revenue. SalesFUSION and MakesBridge stand out especially in this group for micro-business users.

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

Customer Experience Matrix

Certainly systems for Customer Data Integration (CDI) have been around for decades: these include specialized products like Harte-Hanks Trillium and SAS DataFlux , CDI features within general data management suites like Informatica and Pentaho , and integration within cloud-based business intelligence products like GoodData and Birst. Those are something new. And you’d be right.

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MarTech Conference: Chief Marketing Technology Officers Come Out and Play

Customer Experience Matrix

I got home late last night from the inaugural two-day MarTech conference in Boston, which was simply terrific. While the formal topic of the conference was “marketing technology”, its real theme was “marketing technology leadership”, and in particular emergence of the “chief marketing technology officer” as a critical role. Many attendees held that job, either in title or de facto responsibilities.

InfusionSoft ICON: Contined Focus on Helping Small Business

Customer Experience Matrix

The point was well taken and crystallized my feeling about InfusionSoft itself: the company is expanding successfully at a breakneck pace – better 50 percent per year -- but has remained so consistently focused on its goal of helping small business that it looks like little is happening. There is an improved PayPal integration, several dashboard widgets for business insights, some subtle performance improvements, and full support for the Chrome browser. infusionsoft small business marketing software But this is a marketing technology blog, not a theater review.

Raab Report: Act-On, Eloqua, Pardot, and Marketo Vie to Lead in Mid-Size B2B Marketing Automation Segment

Customer Experience Matrix

final installment in my series of posts on leaders in the different B2B marketing automation sectors, as determined by the ratings in our VEST report. I’ve saved the best for last, in the sense that the small to mid-size sector is the heart of the industry and its most complicated arena. We define small to mid-size business as companies with $5 million to $500 million revenue.

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

Customer Experience Matrix

Salesforce’s list of business groups includes the Sales Cloud, Service Cloud, and ExactTarget Marketing Cloud. As this suggests, and conference presentations confirm, Salesforce has kept B2C marketing distinct from its Sales and Service businesses, most importantly at the data and platform levels. Even in an app-based world, individual users won''t be making personal decisions about how to run core business processes. I spent the early part of this week at Salesforce.com ’s annual Dreamforce conference. Here are my observations. The big news was for geeks.

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Silverpop Announces Universal Behaviors to Provide Better Cross Channel Customer Experience

Customer Experience Matrix

Silverpop''s two-year gestation cycle is a good example. I can''t say precisely why so many are emerging more or less simultaneously, but suspect a combination of business conditions and ever-more-urgent marketer needs. But there are limits to Silverpop''s customer integration powers: it doesn’t do “fuzzy” matching to merge similar identifiers or import third-party reference databases that contain such links. I''m beginning to see those capabilities are specialties that are not necessarily core features of a CDP because they''re best purchased from third party vendors.

Infusionsoft Gains $54 Million for Small Business Marketing Automation, Spends a Bunch on GroSocial

Customer Experience Matrix

The system makes it easy for small business to generate leads through social marketing campaigns and track results. The investment can be read as validation of Infusionsoft’s strategy of offering unified marketing automation, CRM, and ecommerce exclusively for very small businesses. infusionsoft marketing automation grosocial social marketing management small business software

Future of Marketing Automation: Grow or Die

Customer Experience Matrix

The reason is that post-sales interactions are increasingly automated and marketers have the best tools to manage automated interactions effectively. Marketing automation vendors who want to expand their business need to service these other groups or risk some other system becoming the central platform for marketing management. This is what’s covered in the white paper.

Microsoft Buys LinkedIn for $26.2 Billion: Get Ready for Software Vendors as Data Owners

Customer Experience Matrix

It still feels odd to think of a software company owning a data business, although Salesforce.com bought Jigsaw (now Data.com) in 2010 and Oracle purchased the BlueKai and Datalogix in 2014. That's important because companies that start by planning a stable data layer are best positioned to manage the accelerating changes in decision and delivery systems. Microsoft surprised pretty much everyone today by announcing a $26.2 billion acquisition of LinkedIn. LinkedIn is primarily a social network with revenue from subscriptions, recruiting services, and advertising.

Marketing Automation Skills are Scarce: Strategies to Close the Gap

Customer Experience Matrix

It's also a partial solution at best, since no one thinks marketing can be fully automated. As you might expect, this approach is most common among at the small business end of the marketing automation spectrum: Genoo , MakesBridge , and OfficeAutoPilot are good examples. For example, LoopFuse found that nearly twice as many used email and web landing pages as lead scoring.