Customer Experience Matrix

SEPTEMBER 18, 2023

Some industry vendors report business is booming, but most will admit buyers are taking longer to make decisions. Sure enough, the fraction of vendors who reported growth in CDP investment is down from last year’s survey, both for the past year and the current year. How is external data best integrated with a conventional CDP?

Enterprise Management 177

Enterprise Management Work Management Marketing Management Lead Ranking 177

Customer Experience Matrix

JANUARY 1, 2019

The industry added 29 vendors and 2,653 employees, slightly more than the 26 vendors and 2,233 employees added in 2017. Vendor funding increased $568 million in 2018 vs $492 million in 2017. And increased competition from non-CDP vendors is clearly on the horizon. But the smooth growth hides some interesting twists.

Marketing Management 215

Marketing Management Paid Search Agency Vendors Acquisitions 215

Customer Experience Matrix

JULY 25, 2020

user stories) and having vendors demonstrate those. (If There also needs to be an underlying framework to ensure the product can mature without extensive rework. Even if the vendors do the POCs for free, this is still a major commitment of staff time that won’t actually answer the question.

Work Management 194

Work Management Marketing Management Sample Vendors 194

Customer Experience Matrix

SEPTEMBER 6, 2018

Master Data Management can be loosely defined as maintaining and distributing consistent information about core business entities such as people, products, and locations. In fact some CDPs rely on MDM products to perform this function. This is the best way to manage standardized entity attributes.

Work Management 197

Work Management Marketing Management Ideal Customer Profiles Vendors 197

Customer Experience Matrix

APRIL 1, 2020

The index draws on trillions of Web visits tracked by Adobe systems to construct a digital consumer shopping basket tracking a mix of products including apparel, electronics, home and garden, computers, groceries, and more. Food and health products fell after an initial stock-up surge in mid-March. UK, and France.

Paid Search Agency 240

Paid Search Agency Companies Advertising Agencies Business 240

Customer Experience Matrix

JULY 27, 2018

Regarding the second, she states its best for marketing and IT departments to work together given the complex technical challenges of marketing systems in general and customer data matching in particular. So far a I know, though, she's wrong to suggest that CDP vendors and advocates (obviously including me) claim otherwise.

Enterprise Management 149

Enterprise Management Work Management Marketing Management Vendors 149

Customer Experience Matrix

MARCH 24, 2016

One person told me he liked the case studies best; no surprise there. I did feel the exhibit hall was more crowded than optimal, although some vendors seemed to like being able to grab attendees as they walked by. You’d show the best ones in between speeches or on a loop in the exhibit hall. Just a thought.

Conference 120

Conference Marketing Automation Services Peer-to-peer Vendors 120

Customer Experience Matrix

MARCH 14, 2017

They all ingest data from multiple sources; convert it into unified customer profiles; apply rules and analytics to find the best message for each customer in each situation; and, send those messages to external systems for delivery. Unified customer profiles make these products look like Customer Data Platforms.

Ideal Customer Profiles 214

Ideal Customer Profiles Work Management Terms and Conditions Elasticity 214

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.)

Marketing AI 149

Marketing AI Cable Paid Search Agency Amazon 149

Customer Experience Matrix

FEBRUARY 19, 2018

But as I gathered answers from the two dozen vendors who will be included the CDP Institute’s comparison report, I found that at best one or two provide the type of attribution I had in mind. Next best action and bidding models. This wasn't enough to include in the screening list. the marketing mix. Content performance analysis.

Allocation 120

Allocation Paid Search Agency Analysis Comparison 120

Customer Experience Matrix

OCTOBER 7, 2017

In essence, each customer has a personal robot following her around, figuring out what’s best for her alone, and then calling on the other robots to make it happen. These vendors are still working with campaigns, not individual-level journey orchestration. Whether that's a paradise or nightmare is beyond the scope of this discussion.

Marketing AI 168

Marketing AI Work Management Marketing Management Marketing Analytics Tools 168

Customer Experience Matrix

APRIL 15, 2015

The company made two major product announcements, expanding the reach of Marketo campaigns into mobile apps and display ad retargeting. As usual for me, I spent much of conference prowling the exhibit hall checking out old and new vendors. Marketo held its annual Marketing Nation Summit this week, hosting 4,000+ clients and partners.

Lead Ranking 120

Lead Ranking Marketing Automation Services Marketo Marketing Automation 120

Customer Experience Matrix

AUGUST 27, 2015

Predictive analytics vendor Fliptop today announced its acquisition by B2B social network LinkedIn. The original inspiration for the planned post was a set of three back-to-back conversations I had last Friday with one ABM vendor and two predictive analytics companies (none of which were Fliptop or LinkedIn).

Account Based Marketing 120

Account Based Marketing Work Management Analytics Linkedin 120

Customer Experience Matrix

AUGUST 21, 2015

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. I did look at every vendor shown in the graphic and each includes at least some marketing systems.

Marketing Automation Services 120

Marketing Automation Services Vendors Gartner Software 120

Customer Experience Matrix

SEPTEMBER 16, 2017

One of the fascinating things about tracking Customer Data Platforms is the great variety among the vendors. But for me personally, it’s been endlessly intriguing to trace the paths that vendors have followed to become CDPs and learn where they plan to go next. It’s true that variety causes confusion for buyers.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Personalization Work Management 120

Customer Experience Matrix

JUNE 13, 2016

This is fascinating since Microsoft intersects with LinkedIn in several areas: Dynamics CRM software, Office productivity software, and Bing online advertising. The prospect of seamlessly integrating third party data with a company’s own sales and marketing products is intriguing, although neither Salesforce nor Oracle has done much with it.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Linkedin 120

Customer Experience Matrix

FEBRUARY 2, 2017

It’s a common pattern: several vendors proudly roll out new products they developed in secret, only to find they’re all very similar. It’s a bit less common for vendors to be so open about these details; Quaero management's transparency is probably another result of their maturity. So they come up with similar solutions.

Work Management 120

Work Management Marketing Management Ideal Customer Profiles Outgrow 120

Customer Experience Matrix

JANUARY 20, 2016

But while the promise of intent data is irresistible – “reach prospects with demonstrated interest in your product!” – the reality is less appealing. B22B lead generation vendor True Influence today announced a new product to help fill these gaps. So, what distinguishes InsightBASE from other intent-based products?

Intent Data 120

Intent Data Intent Lead Ranking Marketing Automation Services 120

Customer Experience Matrix

MARCH 2, 2015

Email and landing pages are still native to the product but the vendor has added tools to import, edit, and reuse HTML from external Web sites and email systems. It sees itself as filling the gap between simple email systems and enterprise marketing automation products.

Multi-Channel 120

Multi-Channel Marketing Automation Services Enterprise Management Marketing Management 120

Customer Experience Matrix

JULY 3, 2014

Today''s email vendors face an interesting business challenge. This puts vendor at the center of the marketing operations, helping them to retain clients and charge higher fees. This may set a world record for buzzword intensity, but that’s okay so long as the underlying product matches the implied promises.

Work Management 120

Work Management Marketing Management Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

SEPTEMBER 26, 2013

But someone who only read industry news and vendor promotions might think all anyone had to do was to plug in the latest cool application and it would immediately be filled with fresh clean data like water from a tap. But too few marketers know who the CDP vendors are, what they do, and how they differ. It’s why CDPs are so important.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Ideal Customer Profiles 120

Customer Experience Matrix

AUGUST 23, 2012

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. This isn’t at all to say that the products are equivalent. For actual buyers with clear priorities, the difference among these vendors’ scores will almost always be much larger.

Eloqua 120

Eloqua Act-On Marketing Automation Services Marketo 120

Customer Experience Matrix

AUGUST 14, 2014

These firms scan company Web sites, social media, news sites, directories, and other sources to identify companies, extract attributes like revenue, growth rates, and technologies used, and flag events that might indicate a sales opportunity, such as opening a new office, launching a new product, or hiring new management.

Lead Ranking 120

Lead Ranking Work Management Marketing Management Lead Scoring 120

Customer Experience Matrix

AUGUST 21, 2014

not to mention a hackathon, talent show, and, karaoke. not to mention a hackathon, talent show, and, karaoke. not to mention a hackathon, talent show, and, karaoke. Seriously, Scott – who would not pay good money to attend? -. chief marketing technology officer marketing technology martech conference'

Conference 120

Conference Planning Vendors Gartner 120

Customer Experience Matrix

JULY 17, 2015

Two vendors made the same point with me this week, which is reason enough for a blog post in mid-July. But the two vendors in question ( Evergage and Jetlore ) and another I spoke with earlier ( Sailthru ) were downright religious about the superiority of their approach (individual-level selections in every case).

Work Management 120

Work Management Segmentation Analytics Automation 120

Customer Experience Matrix

DECEMBER 29, 2010

Summary: The first two posts in this series described my scoring for product fit. The third and final post describes scoring for vendor strength. And I'll give a little preview of the charts these scores produce.without product names attached. As with product fit, I used different weights for different types of buyers.

Marketing Automation Services 120

Marketing Automation Services Vendors Marketing Automation Paid Search Agency 120

Customer Experience Matrix

DECEMBER 18, 2012

The question answered by the paper is “What will marketing automation vendors do next?” The reason is that post-sales interactions are increasingly automated and marketers have the best tools to manage automated interactions effectively. To summarize the argument: marketing automation vendors must grow or die.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 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. Infusionsoft’s challenge is to convince a large fraction* small business owners that their product is also essential. million $1.6

Small Business Marketing 120

Small Business Marketing Work Management Marketing Management Planning 120

Customer Experience Matrix

SEPTEMBER 19, 2016

It’s really difficult to retrofit old systems with new technologies, which is one reason vendors like Oracle and IBM keep buying new companies to supplement current products. In true JOE fashion, the system selects the best treatment in each situation rather than pushing customers down predefined campaign sequences.

Marketing Management 0

Marketing Management Telemarketing Paid Search Agency Television marketing 0

Customer Experience Matrix

NOVEMBER 7, 2011

The immediate result is you can’t factor those items into your vendor evaluation. Formal, written requirements provide a framework to prioritize your needs, explore them with vendors, and make a complete, consistent assessment of what you learn. Let the Vendor Drive. But that’s not the same as defining the best solution.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Vendors 120

Customer Experience Matrix

APRIL 13, 2017

Monetate is one of the oldest and largest Web testing and personalization vendors, founded in 2008 and now serving more than 350 brands. It can also build a product catalog either by scraping product information directly from the Web site or by importing batch files. Pricing for Monetate has also changed with the new product.

eCommerce 120

eCommerce Personalization Ideal Customer Profiles Marketing Management 120

Customer Experience Matrix

JUNE 13, 2016

But most vendors serving the ABM space have taken a much narrower approach, either in providing data about accounts, managing campaigns against externally-built account lists, or providing account-level metrics such as coverage, engagement, and funnel velocity. ZenIQ was founded in 2015 and released its product in early 2016.

Account Based Marketing 120

Account Based Marketing Marketing Automation Services Work Management Buy 120

Customer Experience Matrix

NOVEMBER 14, 2016

My own attention was more focused on the product announcements. In Hubspeak, CRM is the underlying database that tracks and manages customer interactions, while Sales is tools for salesperson productivity in email and elsewhere.) The company also announced enhancements to existing products. Makes a lot of sense to me.

Marketing Automation Services 0

Marketing Automation Services Hubspot Conference Marketing Automation 0

Customer Experience Matrix

JULY 11, 2011

Our just-released update to the B2B Marketing Automation Vendor Selection Toolkit (VEST) shows that client counts grew just over 50% over the year ending in June, compared with nearly 100% growth for the year ending last December. You might think the slower rate is expected because each period starts from a larger base. Not necessarily.

Marketing Automation Services 120

Marketing Automation Services Manticore Marketing Automation ActiveConversion 120

Customer Experience Matrix

NOVEMBER 17, 2011

Marketers can do a better job of picking their marketing automation vendors if they roll up their sleeves and work at it. But you also need a vendor who will support your long-term success. Here are some ways to identify a “future-safe” vendor. A vendor needs resources to enhance its product and adapt to unexpected developments.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

OCTOBER 17, 2012

Microsoft today announced the acquisition of marketing management system vendor MarketingPilot , which will become part of its Dynamics CRM group. MarketingPilot is best described as integrated marketing management for mid-tier companies. Financial terms were not disclosed. I profiled them in a February 2011 post.)

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

JANUARY 26, 2011

The good news is, my new B2B Marketing Automation report (more formally: the Vendor Selection Tool, or VEST) is now available. The bad news is I can't actually sell it online, despite the best efforts of Web masters on two continents. The final result was three sets of scores for each vendor. Email is info@raabguide.com.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Report Marketing Management 120