Customer Experience Matrix

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Wondering How Customer Data Platforms Relate to Other Marketing Systems? Here's a Picture

Customer Experience Matrix

We just posted a answers to Frequently Asked CDP Questions on the CDP Institute blog. I was asked the other day about the distinction between Customer Data Platforms and Journey Orchestration Engines. My immediate answer was “Some CDPs are JOEs and some JOEs are CDPs.

Should Customer Data Platforms Be "Marketer-Controlled"?

Customer Experience Matrix

Thomas Wieberneit argues in a thoughtful blog post that companies need one platform for consolidated customer data, but that Customer Data Platform isn’t it because the CDP is “marketer-controlled” by definition, and thus doesn’t support other departments.

Mariana Uses Artificial Intelligence to Build Personas and Find Target Audiences

Customer Experience Matrix

People like me, who blog and Tweet incessantly, are easy enough to understand (or, at least, it’s easy to describe our carefully curated public personas).

3 Insights to Help Build Your Unified Customer Database

Customer Experience Matrix

You can download the full survey report here (registration required) and I’ve already written some analysis on the Institute blog. The Customer Data Platform Institute (which is run by Raab Associates) on Monday published results of a survey we conducted in cooperation with MarTech Advisor.

B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. socially promoted content that tripled blog traffic and quadrupled the number of blog-referred lead conversions in one year. magazine, and presented at blogging and social media conferences. B2B Marketing.

Are 70% of Marketing Automation Users Unhappy? Well, Not Exactly

Customer Experience Matrix

This lead to enough questions about the data that it now seems worth a blog post on the topic. A recent piece in TechCrunch quoted me as saying that “almost 70 percent of marketers are either unhappy or only marginally happy with their marketing automation software.”

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

The Venture Beat slide lists some; we report on a good number of them in the VEST; and I''ve written about others on this blog. The Interwebs have delivered an unusually rich trove of data about the marketing automation industry in the past few weeks.

MDC DOT Provides Marketing Automation for Direct Salespeople

Customer Experience Matrix

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.

Predictive Analytics: Should Automated Content Selection Work by Segment or Individual?

Customer Experience Matrix

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.

B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. socially promoted content that tripled blog traffic and quadrupled the number of blog-referred lead conversions in one year. magazine, and presented at blogging and social media conferences. B2B Marketing.

Just Released: ABM Vendor Guide Gives Detailed Comparison of 40 ABM Vendors

Customer Experience Matrix

It’s nearly a month since my last blog post, which I think is the longest gap in the ten years I've been blogging. Some of pause was due to vacation, but mostly it was because I’ve been working feverishly to finish the Raab Guide to Account Based Marketing Vendors , which I’ve released today and you can purchase here. This was a huge project with the almost insanely ambitious goal of making sense of the ABM vendor landscape.

New Marketing Automation Options for Small Business in the VEST Report

Customer Experience Matrix

Perhaps the most interesting feature of LeadLiaison is a content creation wizard that connects to a network of prequalified writers for blog posts, white papers, press releases, newsletters, Web pages, social media posts, and other materials.

Terminus Offers Targeted Display Ads for B2B

Customer Experience Matrix

Coincidentally, yesterday''s FierceCMO blog indirectly quotes Lenovo’s Michael Ballard on this very point: “ Adobe is not a solution for everyone because it requires a lot of expertise and attention.

Why Is B2B Marketing Automation Growing So Slowly?

Customer Experience Matrix

Of course, the minute I posted this blog, I started to see additional figures. Let me start by saying that the 50% revenue increase I’m projecting for B2B marketing automation in 2013 is a very healthy one.

B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. socially promoted content that tripled blog traffic and quadrupled the number of blog-referred lead conversions in one year. magazine, and presented at blogging and social media conferences. B2B Marketing.

Bislr: A "Marketing Operating System" That Includes Marketing Automation As An App

Customer Experience Matrix

There was a really interesting discussion this week over on Scott Brinker’s ChiefMartec blog about the evolution of marketing automation systems into “platforms” that each support a swarm of satellite applications connected through open APIs.

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What Makes a Good Marketing Platform? Rules for Platformality

Customer Experience Matrix

Today he wrote blog post about the latest entrants into the marketing platform derby, Abobe and IBM , which prompted a comment from me since I’ve been thinking about the need to define the features of a good platform system. That Scott Brinker is such a devil.

Rules 81

Radius Provides High Quality Data on Small Businesses

Customer Experience Matrix

What Radius does will sound broadly familiar to loyal readers of this blog: it scans social media, Web pages, government records, and other online sources to build a list of more than 20 million U.S.

Hive9 Marketing Performance Management Includes Customer Journey Optimization

Customer Experience Matrix

My blog post listed three vendors from the MarTech show: Pointillist , Usermind , and Thunderhead.

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

Customer Experience Matrix

I even mentioned them briefly in a blog post in late 2012. I’ve seen more interesting systems recently than I have time to review in depth. Here are some quick sketches of products you may want to explore in more detail.

Marketo Conference: Small Changes, Big Picture

Customer Experience Matrix

Marketo wrapped up its three day Marketing Nation conference yesterday, having once more displayed its own marketing prowess by attracting national media attention (see here and here ) with an appearance by Hillary Clinton.

BlueConic Selects Targeted Messages Using a Cross-Channel Marketing Database

Customer Experience Matrix

This blog has mentioned BlueConic in passing a couple of times but never quite gotten around to reviewing it in detail. Until now. The delay may seem surprising, since BlueConic qualifies as a Customer Data Platform , a type of system I’ve been arguing will play an increasingly central role in marketers’ futures.

Seven Marketing Automation Myths to Ignore - Illustrated Edition

Customer Experience Matrix

This blog post is my compromise: I’ll publish them here, which will make dropping them from the actual presentation much less painful. I’m sad.

LeadLiaison Helps Marketing Automation Users Break the Content Bottleneck

Customer Experience Matrix

But prices are either reasonable (if you’re a buyer) or ridiculously low (if, like me, you''re a sometime content creator), starting around $50 for a blog post. You may have noticed that there are many B2B marketing automation systems available.

Matching Marketing Technology to Business Strategy: A Starting Framework

Customer Experience Matrix

As you may know, I’m working with Scott Brinker of Chief Martech blog fame and Third Door Media on the MarTech marketing technology conference set for August 19-20 in Boston.* If you’re reading this blog, you should attend.

Hushly Helps Marketers Connect With Anonymous Web Site Visitors

Customer Experience Matrix

When this blog last left Geoff Rego in 2010 , he had just sold the assets of pioneering B2B marketing automation vendor Market2Lead to Oracle. Since then, he’s been gnawing at the bone of anonymous business leads, suspecting that there’s some way to gain value from people who are interested in a product but haven’t identified themselves to vendors. Rego has shown me a couple of approaches over the past few years, none of which quite worked out.

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A Tale of Two Sittings: Best of Times with HubSpot and Teradata

Customer Experience Matrix

As readers of this blog know well, I feel all media (owned, earned, paid) and all users (anonymous and known) should be managed together. Yes, that title is a pun on Dickens’ Tale of Two Cities.

OneSpot Offers Automated Content Selection Targeted at Long Term Results

Customer Experience Matrix

As you know from previous blog posts , I’ve been borderline obsessed recently with systems that automatically create multi-step campaign flows. So when I saw that OneSpot calls its product a “content sequencing engine” you can bet they had my attention.

Beyond Marketing Automation: Building a Complete Marketing Infrastructure

Customer Experience Matrix

HubSpot Launches New Version to Deliver Better-Targeted Content

Customer Experience Matrix

The company said the coming year will bring enhancements to existing components including the blogging and search engine optimization applications. HubSpot yesterday launched a “completely re-envisioned and rebuilt” version of its marketing system at its Inbound 2012 user conference.

BrightInfo: Content Recommendations Made Simple

Customer Experience Matrix

Today''s topic is BrightInfo , which uses semantic technology to automatically recommend the most relevant content to Web site and blog visitors. Behaviors across Web sites, landing pages, and blogs are all tracked by the same cookie, so each recommendation reflects a consolidated history.

The Seven Sins of Marketeing Automation System Selection

Customer Experience Matrix

I thought that was worth a blog post of its own. I’ll be giving a Webinar this Thursday on evaluating marketing automation software, sponsored by Neolane. Part of the content will be a list of Seven Deadly Sins of Marketing System Selection. So here goes. Ignoring Users.

Infor Epiphany Marketing and Interaction Advisor: Good Examples of B2C Marketing Automation

Customer Experience Matrix

Since many readers of this blog are unfamiliar with the B2C products, it’s worth taking a detailed look at Epiphany’s components.

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InfusionSoft ICON: Contined Focus on Helping Small Business

Customer Experience Matrix

But this is a marketing technology blog, not a theater review. Seth Godin gives speaks at so many conferences that I’m beginning to suspect there are several Seth Godin impersonators sharing the load. Be that as it may, Godin or someone looking like him gave a keynote at the InfusionSoft ICON conference this week, and he observed you only see videos of bicycle crashes on YouTube, not videos of people riding along smoothly.

Bizo and DemandBase Lead B2B Marketing Automation to Web Advertising and Beyond

Customer Experience Matrix

I’ll assume the Eloqua integration is most interesting to readers of this blog. I had a fascinating chat earlier this week with a client who described his vision for using DemandBase to tailor messages to Web site visitors from target accounts, using Bizo to further tailor messages to individuals by title, using all this data to synch inbound and outbound campaigns in Eloqua , and eventually driving everything with predictive model scores from a tool like Lattice Engines.

Optify Lets Agencies Provide Small Business with Marketing Automation, Distributed Marketing, and Sales Enablement

Customer Experience Matrix

The biggest obvious difference (if you ignore HubSpot’s $100 million or so in venture capital funding) is that HubSpot offers its own blogging and Web content management, while Optify provides WordPress and Drupal plug-ins for visitor tracking and landing pages.

The Pond Just Got More Crowded: Google, Salesforce.com and Sequoia Invest in HubSpot

Customer Experience Matrix

One other point from today: in a related blog post , Brian Halligan gives some insight into HubSpot’s business strategy and the reasons for this round of funding. Summary: HubSpot announced a $32 million investment yesterday by Sequoia Partners, Google and Salesforce.com.

Social Media Features in Marketing Automation Systems: Who Does What?

Customer Experience Matrix

Social media is arguably overhyped as a marketing trend: it gets well under 10% of marketing budgets (different surveys have figures from 3% to 8%) and results are questionable (it was rated the least effective content marketing tactic in a recent MarketingProfs study ).

ExactTarget Acquires Pardot: Great Exit for Pardot, Questionable Future for ExactTarget

Customer Experience Matrix

Incidentally, iGoDigital sounds like a very interesting acquisition in its own right: it may be today’s more important story. ** See my August 12 blog post for these figures and the ones that follow. ExactTarget announced its acquisition today of mid-tier marketing automation vendor Pardot , for just under $100 million ($95.5 million, to be exact). In one way, this was surprising: Pardot had seemed less interested in being purchased than others in the industry.