Customer Experience Matrix

NOVEMBER 3, 2018

I’ve for years divided customer management systems into three broad categories, which are best seen as layers in a unified architecture. Like message delivery, those are complicated tasks that can easily be the sole focus of a “best of breed” product or products. In most cases, these vendors now deliver across multiple channels.

Marketing Automation Services 325

Marketing Automation Services Work Management Marketing Management Multi-Channel 325

Customer Experience Matrix

MARCH 9, 2020

This showed especially fast growth in Europe, with a year-on-year increase of 74% in the number of European vendors and 80% in European CDP employment, compared with growth outside of Europe of 38% in vendors and 59% in employment. But it always seems best to get information from people who live in the region. based firms.

Work Management 177

Work Management Marketing Management Vendors Paid Search Agency 177

Customer Experience Matrix

DECEMBER 16, 2018

It took some time for the vendors to realize that the database itself was ultimately more valuable than any one application, because the database was more central to their clients’ needs. But a more realistic explanation is that clients are always asking for new features and vendors are eager to oblige.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

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 Only big companies could afford to run them because they cost quite a bit in both cash (most vendors required some payment) and staff time (to set up and evaluate the results). At best, they’ll learn about the scope of the different products.

Work Management 194

Work Management Marketing Management Sample Vendors 194

Customer Experience Matrix

SEPTEMBER 6, 2018

MDM and (some) CDP systems also create a “golden record” containing the business’s best guess at customer attributes such as name and address. But it does mean that the vendors may be able to meet CDP data requirements, even if you need more than their MDM module to do it. 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

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

MAY 8, 2018

The best example is Google’s proposed consent tool for publishers , which limits consent to no more than twelve data partners. Since they can’t verify every vendor, many are considering cutting off smaller suppliers. Nor will the limited geographic reach of GDPR blunt its impact: it looks like most U.S.

Advertising Agencies 166

Advertising Agencies Marketing Proposals Barriers Vendors 166

Customer Experience Matrix

APRIL 1, 2020

Customer Data Platform vendor Amperity reported a less rosy result in its COVID-19 Retail Monitor , which draws data from Amperity’s retail clients. Defense, productivity and education software, and communications are doing the best. Extreme growth was concentrated in hard-hit areas including California, New Hampshire and Oregon.

Paid Search Agency 240

Paid Search Agency Companies Advertising Agencies Business 240

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

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

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

SEPTEMBER 7, 2016

The big changes started in the 1990’s when email and Web marketing provided a flood of data about customer behaviors and vendors responded with a flood of new systems to work with it. But it wasn't until the late 2000’s that the number of vendors truly exploded. And it only gets worse (from the martech vendor point of view).

Work Management 120

Work Management Marketing Management Salesforce.com Vendors 120

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

MAY 6, 2017

Yet another front opened up last week with an announcement from a consortium of adtech vendors , including AppNexus , LiveRamp , MediaMath , Index Exchange , LiveIntent , OpenX , and Rocket Fuel , that they had created a standard identity framework to support personal targeting of programmatic ads.

Marketing Management 120

Marketing Management Paid Search Agency Vendors Ads 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. The vendor maps new sources into the system and can define logic to create custom events. (A

Ideal Customer Profiles 214

Ideal Customer Profiles Work Management Terms and Conditions Elasticity 214

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

FEBRUARY 7, 2016

I’ve seen a lot of attribution vendors recently. Quick searches for "attribution" on G2 Crowd and TrustRadius turned up lists of 29 and 17 vendors, respectively – neither including Brightfunnel or Claritix, incidentally. This question disqualified a few vendors that look only at online interactions.

Marketing Attribution 120

Marketing Attribution Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

APRIL 15, 2015

As usual for me, I spent much of conference prowling the exhibit hall checking out old and new vendors. By far the most notable presence was predictive modeling vendors – Leadspace , Mintigo , Lattice Engines , Infer , Fliptop , SalesPredict , 6Sense , Everstring plus maybe some others I’m forgetting.

Lead Ranking 120

Lead Ranking Marketing Automation Services Marketo Marketing Automation 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

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 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

JUNE 13, 2016

Other vendors like Nimble and HubSpot have done a better job of simplifying access to third party data about an individual or company. That would force other CRM and marketing automation vendors to follow suit, although it's hard to imagine them matching the depth of LinkedIn's data.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Linkedin 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

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

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. The drag-and-drop campaign builder is attractive; more important, actions in external apps appear as icons, making them as accessible the vendor''s own features.

Multi-Channel 120

Multi-Channel Marketing Automation Services Enterprise Management Marketing Management 120

Customer Experience Matrix

NOVEMBER 9, 2015

Maybe I shouldn't be surprised that predictive marketing vendors seem to have anticipated this. The past week brought three more announcements about predictive vendors expanding beyond lead scoring. This isn’t a new service for Radius but it’s one that only some of the other predictive modeling vendors provide.

Lead Ranking 120

Lead Ranking Lead Scoring Work Management Marketing Automation Services 120

Customer Experience Matrix

AUGUST 14, 2014

Some vendors only rank leads while others build multiple models for different purposes. • Whether the vendor sells prospect lists or only enhance names provided by the client. Whether the vendor provides lists of individuals as well as companies. Here are brief profiles of the vendors I’ve identified in or near this space.

Lead Ranking 120

Lead Ranking Work Management Marketing Management Lead Scoring 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. Predictive analytics rely on external modeling tools, but the vendor will compensate with prebuilt models and with services to create custom models.

Work Management 120

Work Management Marketing Management Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

JANUARY 20, 2016

B22B lead generation vendor True Influence today announced a new product to help fill these gaps. This contrasts with many intent-based advertising vendors, who serve ads to qualified audiences but don't tell clients exactly whom they’re reaching. 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

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. For actual buyers with clear priorities, the difference among these vendors’ scores will almost always be much larger. Today I’ll present the third and (mercifully?) And, no, they’re not my client.)

Eloqua 120

Eloqua Act-On Marketing Automation Services Marketo 120

Customer Experience Matrix

DECEMBER 29, 2010

The third and final post describes scoring for vendor strength. Beyond assessing a vendor's current product, buyers also want to understand the current and future market position of the vendor itself. I had much less data to work with relating to vendor strength and there are many fewer conceptual issues.

Marketing Automation Services 120

Marketing Automation Services Vendors Marketing Automation Paid Search Agency 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

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

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. Now things start get interesting.

Account Based Marketing 120

Account Based Marketing Marketing Automation Services Work Management Buy 120