Customer Experience Matrix

MARCH 4, 2014

My post last month on DemandBase and Bizo ’s products to target Web display ads at individual businesses resulted in a call from Vendemore , a Stockholm, Sweden-based firm that has been providing similar services for seven and a half years. But apparently it will happen later than I had expected.

Top of Funnel 120

Top of Funnel Advertising Funnels Paid Search Agency Display 120

Customer Experience Matrix

DECEMBER 14, 2016

BlueVenn offers several options for defining customer segments, including cross tabs, geographic map overlays, and flow charts that merge and split different groups. To avoid nasty accidents, BlueVenn blocks changes in a field definition if the field is used elsewhere. but kept the name for itself.

Marketing Management 120

Marketing Management Bundling Marketing Automation Services Personalization 120

Customer Experience Matrix

FEBRUARY 6, 2013

The estimates are based on client counts and estimated revenue per client, and cross-checked with estimates using employee counts and estimated revenue per employee. Both methods give similar results.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Forecasting 120

Customer Experience Matrix

JUNE 5, 2007

I saw a couple of examples where a dashboard graph displayed two measures that represent trade-offs: say, inventory level vs. out-of-stock conditions, or call center time per call vs. call center cross-sell revenue. Results must still be related to ultimate business value to check whether the net change is positive or negative (e.g.,

Cross-Selling 120

Cross-Selling Display Marketing Report Positioning 120

Customer Experience Matrix

NOVEMBER 4, 2014

The company has been busy since then, raising $7 million to supplement its initial $2.2 Fair enough, but Lytics still perfectly fits my definition of a CDP: a marketer-controlled system that supports external marketing execution based on persistent, cross-channel customer data. These don’t seem to be on the company’s radar.

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Enterprise Management Marketing Management 120

Customer Experience Matrix

SEPTEMBER 26, 2013

I call their systems Customer Data Platforms and define them as “a marketer-controlled system that supports external marketing execution based on persistent, cross-channel customer data.” The CDP Guide clarifies these distinctions, but it’s still up to marketers to evaluate which differences will matter in their own business.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Ideal Customer Profiles 120

Customer Experience Matrix

MAY 21, 2012

But while Entiera was selling directly to marketers, Conversen's clients were mostly marketing agencies who offered it to their own customers. Experian’s stated rationale for the acquisition is to allow more sophisticated cross channel marketing dialogues than its existing tools provided.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Advertising Agencies Marketing Automation 120

Customer Experience Matrix

JULY 30, 2013

This is our flagship report on the industry, with nearly 200 data points on 23 vendors and separate ratings for micro-business, small to mid-size companies, and enterprise marketing departments. What jumps out is the concentration at the top of the chart, in the micro-business sector.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Acquisitions 120

Customer Experience Matrix

NOVEMBER 18, 2009

One of the audience members at the B2B Marketing University in Boston asked about demand generation systems for small businesses, and how to distinguish among the vendors in general. This has more to do with the degree of personal selling (and after-sale service) than anything else. I also promised a blog post on the topic.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Demand Generation Agencies Demand Generation 120

Customer Experience Matrix

DECEMBER 18, 2012

Like everyone else, I’m seeing greater use of social, mobile, and video; more cross-channel campaigns; closer cooperation between marketing and sales; and expanded use of analytics. This means they are in the strategically weak position of selling commodity products without strong ties to any particular set of users.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

APRIL 24, 2008

Like a doctor specialized in “diseases of the rich”, I've been writing mostly about technologies for large organizations: specialized databases, enterprise marketing systems, advanced business intelligence platforms. But the majority of businesses have nowhere near the resources needed to manage such systems.

Enterprise Management 120

Enterprise Management Marketing Management Software Cross-Selling 120

Customer Experience Matrix

FEBRUARY 5, 2012

Micro” vendors sell largely to businesses under $5 million in revenue; “core” vendors sell to B2B companies with $5 to $500 million in revenue, and “enterprise” vendors sell mostly to companies over $500 million revenue. Let’s start with the basics.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

MARCH 12, 2007

version shows a one line summary plus details for three types of changes (acquisition, renewal/retention, and cross sell), each split into recommendations for increased vs. decreased investment. Tags: lifetime value customer experience management business intelligence customer metrics. My final (?)

Cross-Selling 120

Cross-Selling Sample Lead Scoring Lead Ranking 120

Customer Experience Matrix

SEPTEMBER 1, 2010

Neolane “ Making the Business Case for Enterprise Marketing Software ”. This paper contains step-by-step instructions for building a business case and even a link to a slide deck you can use as a template. Eloqua “ The Business Case for Integrated Demand Generation ” offers data from Forrester, CSO Insights and several Eloqua clients.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Marketing Automation Marketing Qualified Leads 120

Customer Experience Matrix

FEBRUARY 28, 2007

This only took a few days work, using a very slick and efficient business intelligence tool called QlikTech (for which Client X Client is a reseller, if anyone is interested). How much value is earned from original, renewal and cross sell orders, and how is this distributed over time? In the test system, I started with 3.3

Cross-Selling 120

Cross-Selling Forecasting Classified Ads Acquisitions 120

Customer Experience Matrix

APRIL 25, 2013

Certainly systems for Customer Data Integration (CDI) have been around for decades: these include specialized products like Harte-Hanks Trillium and SAS DataFlux , CDI features within general data management suites like Informatica and Pentaho , and integration within cloud-based business intelligence products like GoodData and Birst.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Class 120

Customer Experience Matrix

MARCH 27, 2007

One of our central propositions at Client X Client is that every business decision should be measured by its impact on customer lifetime value. But remember what most ROI analyses actually look like: they isolate whatever cost and revenue elements are needed to prove a particular business case.

ROI 120

ROI Cross-Selling Fulfillment Analysis 120

Customer Experience Matrix

FEBRUARY 4, 2010

For example, “manual onsite cross-selling promotions and product recommendations” has a higher deployment rate (63%) than “manual onsite personalized content and recommendations” (49%). Indeed, integration and sharing of online data is the real focus of the survey (and Coremetrics’ business).

Online Marketing 120

Online Marketing Customer Surveys Advertising Channels Lead Scoring 120

Customer Experience Matrix

JANUARY 22, 2007

Although Sterling’s immediate point is simply that retailers can sell more things if they work with partners, the paper is really proposing that the retailer accept primary responsibility for the entire customer experience for the products it sells. This is a more radical position than it may seem.

SIC 120

SIC Cross-Selling Cable Advertising Agencies 120

Customer Experience Matrix

FEBRUARY 24, 2009

That resonated with me because I’ve noticed several other demand generation vendors offering features that cross into traditional sales department territories, such as prospect portals and reseller management. That last point morphed into a discussion of the increased integration between marketing and sales.

Marketo 120

Marketo Marketing Automation Services Marketing Management Vtrenz 120

Customer Experience Matrix

MARCH 23, 2011

But there's an extra passion at Infusionsoft that I think comes from serving small business people. The company and its clients prefer the term “entrepreneur”; I’ve been toying with “micro-business” as a label. Marketing automation for micro-businesses is fundamentally different from marketing automation for larger firms.

Work Management 120

Work Management Marketing Automation Services Marketing Management Marketing & Strategy 120

Customer Experience Matrix

NOVEMBER 9, 2006

But while serving this group could be a viable business, these customers are likely to be highly price sensitive and hence not terribly profitable. This is definitely a harder path to follow, since it means selling to customers outside the vendors’ existing user base. This means sales can increase even if the vendor loses market share.

Enterprise Management 120

Enterprise Management Analytics Marketing Management Multi-Channel 120

Customer Experience Matrix

FEBRUARY 2, 2010

Most would probably prefer to work on customer management – cross sell, upsell and retention – where richer data is available. By contrast, digital marketers have happily embraced the notion of “inbound marketing”, which is precisely the art of attracting new people to their products.

Database Marketing 120

Database Marketing Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

DECEMBER 30, 2021

enterprise software companies, including Salesforce, Adobe, Oracle, Microsoft, and SAP, are chipping away at the market by selling CDPs as part of their packages. CDPs certainly can have no-code interfaces that empower business users to do things that might otherwise require a developer. This isn’t (just) a cranky-old-man digression.

Enterprise Management 260

Enterprise Management Work Management Marketing Automation Services Marketing Management 260

Customer Experience Matrix

MARCH 5, 2007

Adding the question-buttons didn’t take very long, so most of my attention went to the more challenging question of whether I could build the One Big Button that identifies business opportunities. Start with the three major divisions in the LTV model: original orders, renewal orders, and cross sell orders.

Cross-Selling 120

Cross-Selling Ad Building Business Acquisitions 120

Customer Experience Matrix

JANUARY 14, 2019

The majority of consumers do say they’re more loyal to brands that understand them and provide good service, and more likely to stop doing business with brands with poor service. Looking beyond personalization to the broader question of trust, we again see that Europeans place less trust in business than U.S. 470 agency professionals.

Customer Surveys 149

Customer Surveys Marketing Attribution Enterprise Management Personalization 149

Customer Experience Matrix

FEBRUARY 7, 2019

Many are seeking to position themselves as early adopters or experts, sensing a big business opportunity. This makes it harder for CDP vendors to sell their products. The Netherlands, German, Nordic and UK markets show more cross-over, probably because English is widely spoken in all of them. Separate martech staff is rare.

Work Management 136

Work Management Marketing Management Paid Search Agency Vendors 136

Customer Experience Matrix

MARCH 8, 2007

So far the posts in this series have described how to identify and rank opportunities for business improvements in acquisition, renewal and cross sell orders. That’s easy enough for acquisition and cross sell orders, since both are being ranked by return on (marketing) investment.

Cross-Selling 120

Cross-Selling Ad Building Acquisitions Business 120

Customer Experience Matrix

JANUARY 24, 2018

cross device match”). Business to Business. This refers to companies that sell to other businesses rather than to consumers. businesses) and for individuals within those accounts. Probabilistic match (a.k.a. Account-level data. The system can maintain separate customer records for accounts (i.e.,

Work Management 166

Work Management Marketing Management Vendors Ideal Customer Profiles 166

Customer Experience Matrix

MAY 27, 2014

By sophisticated, I means that recommendations are based on individual and group behaviors, can aim at upsell, cross sell, top sellers, or personal history; and can be modified based on user-specified rules for exclusions, promoted items, filters such as gender or region, or particular categories.

Paid Content 120

Paid Content Paid Search Agency Ideal Customer Profiles Advertising Agencies 120

Customer Experience Matrix

MAY 20, 2011

He starts by making a plan, which means he identifies the business benefits expected from this project. Each type of business has different requirements and is served by different vendors: I won’t list the details here but they’re in the Workbook. It’s a cliché but how else can I sell this to Disney? Back to our story.

Marketing Automation Services 120

Marketing Automation Services Training Marketing Automation Enterprise Management 120

Customer Experience Matrix

JUNE 2, 2011

In fact, the company says that 30 to 40% of its On Demand Marketing clients are business-to-consumer marketers selling considered purchases such as financial services and higher education. These are mostly relevant to large companies, which fits nicely with Oracle’s customer base.

Work Management 120

Work Management Marketing Management Marketing Automation Services Market2Lead 120

Customer Experience Matrix

DECEMBER 2, 2015

For example, actions can be classified by broad types (cross sell, upsell, retention, winback, price level, product line, customer support, education, etc.) In most businesses, such changes happen relatively rarely, so the number of customers with recalculated scores on any given day is a tiny fraction of the full base.

Marketing Proposals 120

Marketing Proposals Campaigns Automation Work Management 120

Customer Experience Matrix

AUGUST 2, 2007

Plus, I’ve been busy with other things—in particular, a pilot QlikTech implementation at a Very Large Company that shall remain nameless. Results have been astonishing—we were able to deliver a cross sell analysis in hours that the client had been working on for years using conventional business intelligence technology.

Cross-Selling 120

Cross-Selling Gartner Analysis Distribution 120

Customer Experience Matrix

AUGUST 6, 2007

Let’s look at the cross-sell report I mentioned on Thursday. Since each record relates to the purchase of a single product, a simple cross tab of the input data won’t provide the information we want. When we built the cross sell report for our client, we split results based on the number of total purchases made by each customer.

Examples 120

Examples Cross-Selling User-Generated Content Aggregators 120

Customer Experience Matrix

DECEMBER 14, 2006

Businesses exist to create value for their stakeholders, which you can define narrowly as the owners or more broadly as owners, workers, customers, neighbors, and larger community. Perhaps you create a “customer advocate” within each product team who is compensated on cross-sales of other products. It’s surely not a goal in itself.

Lead Ranking 120

Lead Ranking Work Management Cross-Selling Marketing Management 120

Customer Experience Matrix

JANUARY 17, 2009

household and company levels: consumers should be grouped by households and business leads by their company, division or project. many specialized campaigns: the best practice marketer deploys many campaigns, each tailored to a specific customer segment or business need. These are more effective because they are more tightly targeted.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Marketing Automation 120