Customer Experience Matrix

JULY 27, 2018

She offers to debunk two common CDP “myths”: that “CDPs solve a problem unique to marketing” and that “'marketing-managed' means you don’t need IT’s help”. Critical articles can be helpful in clarifying what CDPs do and don’t offer. It's these applications that justify investment in a CDP.

Enterprise Management 149

Enterprise Management Work Management Marketing Management Vendors 149

Customer Experience Matrix

APRIL 1, 2020

Kantar says that just 8% of consumers expect brands to stop advertising but 77% want advertising to show how brands are being helpful, 75% think brands should avoid exploiting coronavirus and (only?) PR agency Global Results Communications just launched a COVID-19 Job Board to help people find work.

Paid Search Agency 240

Paid Search Agency Companies Advertising Agencies Business 240

Customer Experience Matrix

MARCH 24, 2016

One person told me he liked the case studies best; no surprise there. Video recordings would let people catch up on sessions they missed; if that’s too expensive, voice recordings to accompany the slides would be a big help. Maybe a better delineation among the tracks themselves would help too. Just a thought.

Conference 120

Conference Marketing Automation Services Peer-to-peer Vendors 120

Customer Experience Matrix

NOVEMBER 18, 2018

The irony-impaired managers of the Association of National Advertisers (ANA) seem to have taken this as serious advice, last week announcing creation of a “Center for Brand Purpose” that will help companies publicize their social purpose. It also opens the door to brands supporting socially harmful positions if those are the most popular.

Paid Search Agency 192

Paid Search Agency Advertising Agencies Privacy Protection Work Management 192

Customer Experience Matrix

DECEMBER 16, 2018

That is surely a helpful thing to have. So the best bet is that the CDP market will follow the same pattern as other markets, with best-of-breed products slowly replaced by integrated solutions, starting in the mid-market and working up into larger enterprises. That CDP vendors will continue to expand their footprint is obvious.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

Customer Experience Matrix

SEPTEMBER 30, 2014

Here you go: Technology Evaluation Best Practices describes the challenges that marketers face in selecting the right systems and lists best practices to follow for success. Ordinarily you would need to register to view these, but I spent the whole afternoon putting this together, so I want as many people as possible to see them.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Paper 120

Customer Experience Matrix

JANUARY 5, 2017

What’s new about Optibot is that defining microsegments and picking the best campaign actions per segment have now been automated. If it finds that different actions work better for different clusters, it will assign the best action to each group. (In See my original Optimove review from three years ago (!)

Automation 120

Automation Optimization Campaigns Segmentation 120

Customer Experience Matrix

APRIL 13, 2017

Then, it draws on that database to help test and personalize customer experiences. The new intelligent personalization engine automatically picks the best available content for each customer, drawing on both individual and group behaviors. These are needed to allow standard system functions.)

eCommerce 120

eCommerce Personalization Ideal Customer Profiles Marketing Management 120

Customer Experience Matrix

SEPTEMBER 18, 2023

How is external data best integrated with a conventional CDP? Answering those questions will help companies make better decisions and ultimately lead to greater martech success. The questions are worth asking because the reality is almost always more complicated than the simple answers.

Enterprise Management 177

Enterprise Management Work Management Marketing Management Lead Ranking 177

Customer Experience Matrix

APRIL 2, 2015

A panel of venture capitalists where at least one member argued that marketing technology is the one sector where best of breed systems can outcompete integrated suites, because the small performance advantage of best of breed systems translates into large financial value. But that leaves a lot of questions unanswered.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JULY 25, 2020

At best, they’ll learn about the scope of the different products. That means you can probably defer your POC until you’ve narrowed your selection to one or two options – something that will reduce the total effort, encourage the vendor to learn more about your situation, and help you to learn about the system you’re most likely to use.

Work Management 194

Work Management Marketing Management Sample Vendors 194

Customer Experience Matrix

AUGUST 21, 2015

But on further reflection, I recognized that these landscapes are really a type of directory that helps marketers find available products. But the biggest category is the community review sites, of which the best known among markters are proably G2 Crowd , TrustRadius , and Software Advice.

Marketing Automation Services 120

Marketing Automation Services Vendors Gartner Software 120

Customer Experience Matrix

NOVEMBER 14, 2016

HubSpot’s tool helps marketers find the best topics to try to dominate with their content. Still, what you really want is a system that helps you create that content. This will be very valuable for marketers unfamiliar with the new search optimization methods. HubSpot does seem to be working on that.

Marketing Automation Services 0

Marketing Automation Services Hubspot Conference Marketing Automation 0

Customer Experience Matrix

AUGUST 27, 2015

In fact, the relationship is so obvious that it almost seems unnecessary to lay it out: predictive vendors help marketers find accounts to target; ABM helps marketers reach target accounts. This could mean selecting the best people to reach within targeted accounts or selecting the most effective ad placements to reach those accounts.

Account Based Marketing 120

Account Based Marketing Work Management Analytics Linkedin 120

Customer Experience Matrix

NOVEMBER 7, 2011

The theory seems to be that the most popular products do the best job of meeting a broad spectrum of needs, and are thus most likely to suit the buyer. Think of it this way: would you only consider three best-selling automobiles (Ford F-150 pickup, Chevy Silverado pickup, and Toyota Camry)? You won’t know unless you look.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Vendors 120

Customer Experience Matrix

MARCH 26, 2015

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. And Lenovo uses just only two of Adobe’s eight solutions.

Paid Search Agency 120

Paid Search Agency Display Enterprise Management Marketing Automation Services 120

Customer Experience Matrix

DECEMBER 1, 2017

It’s not my favorite exercise: the best prediction is always that things will continue as they are, but what’s really interesting is change – and significant change is inherently unpredictable. See Martin Gurri’s The Revolt of the Public for by far the best explanation I’ve seen of how the Internet affects politics.) Bosh, I say.

Marketing AI 149

Marketing AI Cable Paid Search Agency Amazon 149

Customer Experience Matrix

JULY 23, 2015

I’ll argue that a diagram which shows relationships between systems is more helpful than one that simply lists the different components. The worksheet lets you explore different sequences so you can pick the best one. I'll present a checklist for evaluating your stack design along those dimensions. -

Planning 120

Planning Conference Design Paid Search Agency 120

Customer Experience Matrix

JULY 3, 2014

This puts vendor at the center of the marketing operations, helping them to retain clients and charge higher fees. StrongView sees this as the future of marketing and has defined its strategy as helping marketers make the transition by providing the necessary technology and supporting services.

Work Management 120

Work Management Marketing Management Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

MARCH 6, 2016

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 all makes perfect sense and is wholly consistent with Infusionsoft’s historical focus on helping small business grow.

Small Business Marketing 120

Small Business Marketing Work Management Marketing Management Planning 120

Customer Experience Matrix

APRIL 24, 2014

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.

Small Business Marketing 120

Small Business Marketing Work Management Marketing Management API 120

Customer Experience Matrix

APRIL 15, 2015

Those struck me as strategically valuable, helping to secure Marketo’s place at the center of its users’ customer management infrastructure. It also probably helps that people buying predictive systems are generally more sophisticated marketers. Unfortunately, I wasn’t able to gather enough technical detail to understand how they work.

Lead Ranking 120

Lead Ranking Marketing Automation Services Marketo Marketing Automation 120

Customer Experience Matrix

FEBRUARY 18, 2016

The uses for this information are obvious, including helping marketers to understand which topics are most appealing and giving salespeople insight into the interests of individual prospects. I also have one other observation, which was totally unexpected (the best type!).

Conference 120

Conference Marketing Automation Services Content Customer Satisfaction 120

Customer Experience Matrix

MAY 31, 2013

Interaction performs the same basic functions as other interaction managers: it receives a request from an external touchpoint that is engaged with a customer, selects the best treatment, and returns the recommendation to the touchpoint. But Neolane seems to pull it off. it supports both anonymous and identified customer interactions. .

Enterprise Management 120

Enterprise Management Interactive Marketing Marketing Management Campaigns 120

Customer Experience Matrix

FEBRUARY 16, 2012

As B2B marketing automation technology worked through its initial deployments, the industry needed best practices to ensure successful implementation. That requires new best practices and success histories for optimization. But I’mstill here and happy to hear from people who need help in those areas. It will be fun.

Demand Generation Agencies 120

Demand Generation Agencies Work Management Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

OCTOBER 19, 2010

Of the three classic competitive strategies – low price, great service and innovative products – there are plenty of low price options and leading vendors work aggressively to help their clients succeed. I’m not sure it’s really a big issue and, in any case, other vendors provide similar help.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120

Customer Experience Matrix

SEPTEMBER 26, 2013

The good news is that plenty of smart vendors have also recognized this need and are trying to help marketers on their journey. Here is some information to help make that judgment. CDPs are systems that help marketers build and update customer databases, and make those databases available to support marketing programs.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Ideal Customer Profiles 120

Customer Experience Matrix

APRIL 15, 2014

Methods to meet them are technology options, such as integrated suites, best of breed systems, and platforms-and-apps. The really critical challenge in setting your technology strategy is understanding the implications of each option so you can pick the technology strategy that best meets the business strategy requirements.

Marketing Strategy 120

Marketing Strategy Marketing & Strategy Planning Business 120

Customer Experience Matrix

AUGUST 27, 2020

Companies may prefer to stitch together several “best of breed” components or to find a privacy solution within a larger system. But the alerts issued by the policy, agreement, and business flow components do help users to identify violations. Bear in mind that one system need not provide all these functions.

Privacy 180

Privacy Enterprise Management Work Management Marketing Management 180

Customer Experience Matrix

DECEMBER 16, 2013

Marketers will have an increasing number of ways to build consolidated, multi-source customer databases without waiting for help from their IT departments. Rather than let my precious wisdom go to waste*, I''ll share below what I think will be most important marketing technology trends of 2014. Customer Data Platforms mature.

Trends 120

Trends Paid Search Agency Multi-Channel Ideal Customer Profiles 120

Customer Experience Matrix

JANUARY 22, 2013

The deal makes sense and will help Infusionsoft expand its social media capabilities, which have been limited. Naturally, Infusionsoft still strives to make its system as easy as possible to use, but its experience shows that new clients still need extensive help. It will continue to operate independently.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Work Management Marketing Automation 120

Customer Experience Matrix

AUGUST 28, 2014

I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web. Individual models predict the individual’s likelihood to be the best sales contact. 6Sense can also display the information on screen to help guide sales conversations, although it doesn’t (yet) recommend specific talking points.

Lead Ranking 120

Lead Ranking Activities Lead Scoring Marketing Automation Services 120

Customer Experience Matrix

SEPTEMBER 1, 2010

The Heart of Growing Conversion Rates," 2008): Best in Class Average % higher Inquires to Marketing Qualified Leads (MQLs) nearly 10% 3.9% The Heart of Growing Conversion Rates," 2008): Best in Class Average % higher Inquires to Marketing Qualified Leads (MQLs) nearly 10% 3.9% Statistics include: • 16.5%

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Marketing Automation Marketing Qualified Leads 120

Customer Experience Matrix

JANUARY 20, 2016

B22B lead generation vendor True Influence today announced a new product to help fill these gaps. Advertising can reach large numbers of people but just a tiny fraction will click on an ad and a tiny fraction of those will provide contact information. Intent-based email lists are obviously contactable but volumes are often quite low.

Intent Data 120

Intent Data Intent Lead Ranking Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 2, 2017

AdVantage’s features for working with identified customers are especially mature, handling different kinds of “fuzzy” name and address matching as well as creating a “golden record” of best values from all sources. Pricing is based on factors including number of sources, data volume, users, and applications.

Work Management 120

Work Management Marketing Management Ideal Customer Profiles Outgrow 120

Customer Experience Matrix

DECEMBER 18, 2012

The reason is that post-sales interactions are increasingly automated and marketers have the best tools to manage automated interactions effectively. This means they don’t help other marketers who do lead acquisition and marketing administration (planning, budgeting, project management, etc.).

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

NOVEMBER 17, 2011

Training and support: will the vendor help you to try existing features and proactively train you when they add something new? Educational services: will the vendor help you learn about marketing practices in general, beyond training on their system? Both are important if you’re going to get the most from their system.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120