Customer Experience Matrix

Trending Sources

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). Can computers understand an individual human’s personality (and then, presumably, use that understanding to better target marketing messages)? But many of your marketing targets are less visible. This is where Mariana comes in.

Marketers Are Struggling to Keep Up Customer Expectations: Here's Proof

Customer Experience Matrix

Here’s a fact-filled blog post that uses some my carefully assembled information. How pitiful is this: My wife left me alone all last weekend and the most mischief I could get into was looking for research about cross-channel customer views. The only defense I can make is I did promise a client a paper on the topic, which I finished Sunday night. Marketers certainly see this as well.

Campaign Management Is Dead. Here's What Next-Generation Marketing Automation Looks Like.

Customer Experience Matrix

Scientists tell us that the attention span of the average human is now shorter than the attention span of a goldfish.(1) In such a world, the chances of anyone reading this 2,000 word blog post are pretty much nil. But if you want to understand my thinking in more detail, please read on. The first modern campaign manager, Third Wave Network’s MIND, was released in 1991. think not.

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.” The author included a link to the source of that quote, but unfortunately it was broken (it has since been fixed). Only 23.7%

B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. ranging from single-person businesses to $1 billion+ corporations. A few recent success stories:  Doubled a large office products company's online footprint, launched a successful blog, increased organic search traffic to its main corporate site by 74% over a two- year period, and grew Web-generated leads by 79% in a challenging economic environment.

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. What MDC Dot really does is serve organizations that wrangle a herd of independent sales people, like financial advisors or direct sales representatives.

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. So I thought it worth some discussion. First, let’s clarify the topic. Other methods build segments based on customer life stage, demographics, and similar broad attributes.

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. Pricing is modest: a blog post costs $50 with five day turnaround. Here are thumbnails of the others. You get the idea.

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. Tuesday’s post on the Adobe Marketing Cloud illustrated the complexity of solutions that combine many marketing and advertising components. Some vendors do this better than others. sales stages.

B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. ranging from single-person businesses to $1 billion+ corporations. A few recent success stories:  Doubled a large office products company's online footprint, launched a successful blog, increased organic search traffic to its main corporate site by 74% over a two- year period, and grew Web-generated leads by 79% in a challenging economic environment.

Hive9 Marketing Performance Management Includes Customer Journey Optimization

Customer Experience Matrix

thought so.) My blog post listed three vendors from the MarTech show: Pointillist , Usermind , and Thunderhead. This coordination includes both gathering data from multiple sources and sending messages through other systems. Sending messages distinguishes journey orchestration engines from “pure” Customer Data Platforms, which assemble data but don’t make decisions about customer treatments.

Why Is B2B Marketing Automation Growing So Slowly?

Customer Experience Matrix

Specifically, they’ll have to expand their scope to incorporate all marketing activities: a 20% solution just won’t be enough. * 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. million) but just 28% in the second half ($50.7 million).

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. Here are my thoughts on this, folks. This means something specific. Again, this isn’t always available.

Rules 81

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. It also adds some that are less common, including social data appending, blogging, and Web content management. But I digress.

API 88

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. This latest vision was appealing enough to attract $54.7 million in funding in September , bringing the announced total to over $80 million. businesses and their attributes. net new prospects”).

B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. ranging from single-person businesses to $1 billion+ corporations. A few recent success stories:  Doubled a large office products company's online footprint, launched a successful blog, increased organic search traffic to its main corporate site by 74% over a two- year period, and grew Web-generated leads by 79% in a challenging economic environment.

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

Customer Experience Matrix

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. 4-Tell offers low-cost, easily-installed product recommendations for online retailers. The story here is a combination of accessibility and sophisticated features. market.

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. The SEO and calendar features are still in beta and will be rolled out this spring and summer. My main reaction was, what’s new? But it’s not enough to decide to be a platform.

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. For those of you who haven’t been paying close attention, a CDP is defined as a • marketer-controlled system that • supports external marketing execution based on • persistent, cross-channel customer data. Anyway, back to BlueConic.

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. This led to many pleasant hours scrolling through galleries of Harryhausen images. even found an illustration that vaguely matched the theme of each myth. But there’s a problem. could tell you he’s about to smash some myths, but who are we kidding? Get it?

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. But they do go far enough beyond standard marketing automation to justify a different label. There is also an integrated phone dialer.

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. But when we saw each other at Dreamforce last month, it seemed he had settled on a keeper. Members can block messages from a vendor if they wish.

Sites 64

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. Scott was flatteringly enthusiastic and – I totally should have seen this coming – came back two weeks later with the suggestion that I present such a framework.

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. OneSpot was already on my list of interesting companies because they automatically reformat content to use in different channels.

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. 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. But I digress. Where was I?

Beyond Marketing Automation: Building a Complete Marketing Infrastructure

Customer Experience Matrix

This started as a post about Empathy Logic , a company that merges data from marketing automation, CRM, Web tracking, order processing, social monitoring, and other systems; lets marketers segment and select from this more complete set of data; and sends the resulting lists back to message delivery systems such as email and Web sites. So, yes, there’s a need for a company like Empathy Logic.

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. Specifically, the system crawls the client’s Web site and blog to find and classify existing content, and then tracks visitor behavior to offer new content relevant to what the visitor has already selected. But what’s the CDP angle?

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. Well, one of the sessions at the HubSpot conference said that having pictures in your blog posts increases readership, so I thought I'd give it a try. The new database is built with HBase , which accesses Hadoop files. workflows (hah!

The Seven Sins of Marketeing Automation System Selection

Customer Experience Matrix

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. 1. Ignoring Users. Selection teams often don’t take the the time to understand how future users of the system do their jobs today.

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. Epiphany was one of the high-fliers of an earlier marketing automation boom: launched in 1997 with an initial public offering in 1999, it traded stock for a variety of customer management systems before its price collapsed. has not bought a specific product).

B2C 56

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. The more concrete expressions of that strategy are the company’s product, service, and partner offerings. The actual product news at the conference was fairly modest.

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

Customer Experience Matrix

Other partners will be added over time. 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. Let’s start with DemandBase. So much for the mechanics.

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. By contrast, the fourth trend seems to be driven by recognition that small business presents a huge opportunity.

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. I’ve no complaints about any of it. Summary: HubSpot announced a $32 million investment yesterday by Sequoia Partners, Google and Salesforce.com. It followed $33 million in earlier funding since the company was founded in 2006.

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 ). But social is clearly growing fast and has great potential. Results are summarized in the table below.

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. But Pardot was also the only major marketing automation competitor without serious outside funding. Back to pricing.

Don't Fix Your Marketing Process

Customer Experience Matrix

The always-insightful Adam Needles is running a series of blog posts this week that summarize the “real state” of B2B demand generation. Summary: In a constantly changing world, flexibility is more important than optimization. Marketers need people, processes and technology that allow them to react quickly to new opportunities. Tomorrow’s post will apparently discuss the need to tie marketing efforts to revenue. This is good stuff and well articulated, but industry gurus have been making similar points for a long time. The real question is what to do about it.

MarTech Stack Jenga: Official Rules

Customer Experience Matrix

I'll leave the drinking game versions up to the Internet. _ *No surprise there: he's a practitioner and I'm a consultant. **The name Jenga is actually trademarked so we’ll have to pick something else if this ever gets beyond the blogging stage. Lacking adult supervision, Sangram and I spent too much time on the actual game design and came up with a seemingly workable idea.

Rules 23

LeadSpace Offers A No-Memory Approach to B2B Lead Scoring

Customer Experience Matrix

LeadSpace, like the other vendors, scans Web sites, blogs, Twitter feeds, LinkedIn profiles, job hunting sites, and other sources to build a picture of a company’s business, managers, technologies, and similar attributes. My discussion last week of Infer , Mintigo , and Lattice Engines raised the question of what other B2B data vendors might be considered Customer Data Platforms. It’s easy to exclude companies that provide basic B2B lists ( D&B , Data.com , Netprospex , ZoomInfo , etc.) since they’re clearly in a different business. Here’s what I found.

Marketing Automation Beer Goggles: What I Think I Learned at Dreamforce

Customer Experience Matrix

Obviously a single integrated solution is easiest for the buyer, but as Scott Brinker recently pointed out in an insightful blog post , platforms like Salesforce.com may actually make it practical for markets to mix and match individual products without the technical pain traditionally associated with integration. So what did I learn? The first was data. Maybe I need to get out more.