Customer Experience Matrix

MAY 2, 2007

I think yesterday’s comments on lifetime value and product reporting need a bit of clarification. This is where product- and promotion-specific metrics are often used without consideration of their future value impact. Once a customer is acquired, it becomes much more plausible to consider each sale as independent.

Product 120

Product Acquisitions Tagging Contacts 120

Customer Experience Matrix

JULY 30, 2009

Small businesses willing to invest some effort should be pleased with the results. Yesterday’s post described one strategy to sell marketing automation to small businesses: provide a specific, turnkey service that requires virtually no skill or effort from the user. That would greatly limit the marketing automation vendors' business.

Small Business Marketing 120

Small Business Marketing Bundling Work Management Paid Search Agency 120

Customer Experience Matrix

DECEMBER 3, 2008

While last week’s post found that Marketbright aims at more sophisticated clients, Pardot explicitly targets small and midsize businesses (or SMBs as we fondly acronymize them [yes, that’s a word, at least according to [link] ]). So I was quite curious to see what they had to offer. What I found was intriguing. Back to Pardot.

Demand Generation 120

Demand Generation Enterprise Management Small Business Marketing Pricing 120

Customer Experience Matrix

SEPTEMBER 1, 2009

The system is aimed at small business but offers an interesting design lesson for everyone. For example, attributes for Web visits include pages visited and duration, while attributes for contacts include name, company and job title. Net-Results’ drive for simplicity is based on its target market of small businesses.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Small Business Marketing Marketing Automation Services 120

Customer Experience Matrix

MARCH 2, 2007

But I soon realized that things like “How much do revenue, marketing costs and product costs contribute to total value?” For example, they apply to the question of whether Web targeting should be based on automated behavior monitoring or structured tests. Tags: web analytics lifetime value business intelligence.

Work Management 120

Work Management Business Marketing Management Acquisitions 120

Customer Experience Matrix

DECEMBER 12, 2006

I sat in a three-hour presentation on business intelligence systems and took exactly three lines of notes. Not the most productive three hours I’ve ever spent, but so it goes. These were: - brand metrics vs. database marketing metrics. success stories: also in the context of promoting new systems.

Ad Building 120

Ad Building Business Database Marketing Analysis 120

Customer Experience Matrix

APRIL 27, 2017

Infusionsoft has always presented combined methodical management of its own business with evangelical cheerleading for its small business clients. For Infusionsoft managers, the big news was a new product called Propel, which delivers prepackaged programs for business owners who don’t want to get involved in the details of marketing.

Marketing Automation Services 0

Marketing Automation Services Marketing AI Work Management Marketing Management 0

Customer Experience Matrix

AUGUST 27, 2020

They might even use different privacy components from several larger systems, for example using a consent manager built into a Customer Data Platform and a data access manager built into a database’s core security functions. Now that we have a framework, let's apply it to a specific product. We'll start with BigID.

Privacy 180

Privacy Enterprise Management Work Management Marketing Management 180

Customer Experience Matrix

NOVEMBER 14, 2016

Maybe it's me, but the show seemed to lack some of its usual self-congratulatory excitement: for example, CEO Brian Halligan didn’t present the familiar company scorecard touting growth in customers and revenues. (A My own attention was more focused on the product announcements. HubSpot does seem to be working on that.

Marketing Automation Services 0

Marketing Automation Services Hubspot Conference Marketing Automation 0

Customer Experience Matrix

FEBRUARY 18, 2018

Like an imminent hanging, the looming execution of the European Union’s General Data Protection Regulation (GDPR) has concentrated business leaders’ minds on their customer data. This has been a boon for Customer Data Platform vendors, who have been able to offer their systems as solutions to many GDPR requirements.

Enterprise Management 189

Enterprise Management Work Management Marketing Management Paid Search Agency 189

Customer Experience Matrix

DECEMBER 16, 2015

If you want a real-world example, think how search engine optimization already boils down to “selling” content to the Google ranking algorithms). Industries that sell to both business and consumers were split 50/50. I did actually have a category for those that will remain transactional, but that column ended up blank.) economy is B2B.

Lead Ranking 120

Lead Ranking Lead Scoring Purchase Paid Search Agency 120

Customer Experience Matrix

JANUARY 12, 2019

For example, I’m aware of only one German CDP, which just seems very unlikely. Campaign systems help European marketers stretch their budgets because they include a broader range of features than other types of CDPs, reducing the need for additional products. Are there significant differences from country to country?

Vendors 136

Vendors Stats Paid Search Agency Advertising Agencies 136

Customer Experience Matrix

NOVEMBER 24, 2016

My previous posts about Journey Orchestration Engines (JOEs) have all pointed to new products. Indeed, some features the product had a decade ago are still cutting edge today – my favorite is simulation of proposed decision rules to assess their impact before deployment. But some older systems qualify as well.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

OCTOBER 22, 2017

In the context of marketing systems, though, a POC is usually not so much an experiment as a partial implementation of an existing product. Savvy buyers have insisted that demonstrations execute scenarios based on their own business processes. This can be done with a pilot project or during initial phases of a production installation.

Work Management 136

Work Management Marketing Management Marketing Automation Services Software 136

Customer Experience Matrix

JULY 27, 2018

That failure has created a business opportunity that CDPs have filled. There’s no technical reason a CDP can’t be used outside of marketing and some CDP vendors explicitly position their product as an enterprise system. This is why the most productive discussion around CDPs right now revolves around use cases.

Enterprise Management 149

Enterprise Management Work Management Marketing Management Vendors 149

Customer Experience Matrix

JUNE 11, 2015

Users can set up collections (called “spots”) of materials for a particular product, sales team, funnel stage, region, or any other purpose. The system will also analyze the inventory of available contents to find gaps or redundancies by sales stage, product, region, etc. A dashboard can highlight new and featured content.

Top of Funnel 120

Top of Funnel Salesforce.com Advertising Funnels Advertising Agencies 120

Customer Experience Matrix

OCTOBER 15, 2015

Everstring announced a $65 million funding round and new ad targeting product on Tuesday. (It But the new product is what’s really intriguing. Integration between marketing and advertising technologies has now gone from astute prediction to overexposed cliché, so nobody gets credit for creating another example.

Marketing Management 120

Marketing Management Paid Search Agency Lead Ranking Ad Exchange 120

Customer Experience Matrix

JUNE 2, 2016

Its self-description is “the first unified platform for orchestrating business operations”. So although they see themselves as enabling all kinds of business processes, I think it’s fair to view them largely in the context of customer management. The system can be connected to business intelligence tools for more advanced reporting.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Rules 120

Customer Experience Matrix

OCTOBER 24, 2014

SalesPredict is a perfect example: a small vendor with a powerful system that just launched earlier this year. Back in, say, 2008, a product like this would be big news. Users can drill further into each record to see more customer and company information including previous interactions, products owned, and won or lost deals.

Lead Ranking 120

Lead Ranking Lead Scoring Automation Salesforce.com 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. Quaero ’s AdVantage is a good example of a system with deep roots in the old methods – but updated to handle modern challenges. So they come up with similar solutions. Simultaneous rollout.

Work Management 120

Work Management Marketing Management Ideal Customer Profiles Outgrow 120

Customer Experience Matrix

OCTOBER 14, 2019

Meanwhile, actions by Google, Microsoft, Apple and other major browser are putting still more barriers in the way of data business as usual. Advertising was a big and important business before the Internet existed and would remain one if the Internet went dark tomorrow. Here’s a practical example.

Privacy 149

Privacy Advertising Agencies Advertisements Advertising 149

Customer Experience Matrix

MARCH 24, 2015

At pretty much the same moment I was publishing my post on the merger of martech and adtech into madtech , Adobe was announcing its latest marketing products, including a press release on uniting “ Data-driven Marketing and Ad Tech ”. Of course, the products have all been modified to some degree since their acquisitions.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Planning 120

Customer Experience Matrix

JANUARY 20, 2016

Intent data is one of hottest topics in marketing today – see, for example, Oracle’s recent purchase of AddThis. But while the promise of intent data is irresistible – “reach prospects with demonstrated interest in your product!” – the reality is less appealing. So, what distinguishes InsightBASE from other intent-based products?

Intent Data 120

Intent Data Intent Lead Ranking Marketing Automation Services 120

Customer Experience Matrix

DECEMBER 1, 2017

If the agents also serve other masters – such as companies that pay them to send business their way – consumers can easily be harmed. Chatbots, predictive models, and entire business process integrations have all been offered as things business users could create for themselves, often with a little help from artificially intelligent friends.

Marketing AI 149

Marketing AI Cable Paid Search Agency Amazon 149

Customer Experience Matrix

AUGUST 8, 2015

It’s data that tells you an addressable individual is interested in your product. So most third-party intent data is based on visits to Web pages whose content attracts prospective buyers of specific products. But I’m including it here because so many retargeting vendors describe their products in terms of intent.

Intent Data 120

Intent Data Intent Bombora Top of Funnel 120

Customer Experience Matrix

DECEMBER 4, 2012

The reason may be that B2B marketing automation products have a narrower scope than B2C systems, meaning there’s less advantage in creating vertical editions. For example, the data model of B2B systems is largely fixed, so industry-specific data models (a major component of vertical systems) are largely irrelevant.

Marketing Automation Services 120

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 120

Customer Experience Matrix

DECEMBER 6, 2010

The company released QlikView 10 in October and Senior Director of Product Marketing Erica Driver briefed me on it in a couple of weeks ago. Business is good. Most clients are still mid-sized businesses, which is QlikView’s traditional stronghold. Here’s what’s up. Total revenues will easily exceed $200 million for 2010.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Salesforce.com 120

Customer Experience Matrix

NOVEMBER 21, 2014

I know this is blasphemy, but I’m beginning to have doubts about solution selling – the idea that marketers should describe the customer problems they solve, not the features of their products. This means that solution statements sound pretty much alike, even when the actual products are different. Sailthru is a good example.

Lead Ranking 120

Lead Ranking Ideal Customer Profiles Personalization Classified Ads 120

Customer Experience Matrix

SEPTEMBER 11, 2013

Raab Associates is really two businesses: the technology consulting practice run by Yours Truly, and a marketing agency specializing in children’s books run by my beautiful and brilliant wife Susan. Eventually we took an unhopeful look at ZohoCRM , which I know as a popular small business system but had never considered particularly advanced.

CRM 120

CRM Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

DECEMBER 27, 2010

Recognizing that buyers will use the chart to select products no matter what I tell them, I settled on dimensions that are directly related to the purchase process: - product fit , which assesses how well a product matches buyer needs. vendor strength , which assesses a vendor’s current and future business position.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Lead Scoring Vendors 120

Customer Experience Matrix

JANUARY 29, 2011

I'll qualify this a bit by pointing out that OfficeAutoPilot is one of the systems aimed at small businesses, which means it includes the CRM and e-commerce components you don't find in products aimed at larger organizations.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Marketing Report 120

Customer Experience Matrix

MARCH 12, 2010

Here are some ways to match social media to your business objectives and resources. The chart makes two major points: - different social media meet different business objectives. An Example The table below gives a simple example of these ideas in action. At least that’s the official topic.

Social Media 120

Social Media Resources Wiki Media 120

Customer Experience Matrix

JUNE 15, 2009

To make a stronger business case for the purchase, include the value of shifting work from IT to business users, and of producing results faster. prompted an inquiry from a manager who has been trying for a year to convince his company to consider the product. Last week’s post about QlikView 9.0 Perhaps one of these will work.

Work Management 120

Work Management Marketing Management Service Software 120

Customer Experience Matrix

JANUARY 6, 2014

But BrightInfo is targeted at small and mid-size businesses, which are less concerned with such refinements. What those businesses do care about are easy deployment and low cost. BrightInfo officially released its product last September, after about a year of development. But what’s the CDP angle?

Classified Ads 120

Classified Ads Content Marketing Management Paid Search Agency 120

Customer Experience Matrix

JULY 25, 2009

Summary: Consumer-oriented marketing automation systems have been slower to adopt the Software-as-a-Service model than business marketing (demand generation) systems. Software-as-a-Service (SaaS) is now the standard model for business-to-business marketing automation (a.k.a. demand generation) systems.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Demand Generation Agencies 120

Customer Experience Matrix

AUGUST 6, 2013

For example, a recent Gleanster report found that 73% of top performers listed lack of skilled staff as one of the top challenges to success. The details of RightWave functionality are less important than the appeal of its fundamental business model. After seven years of development, the company has about twenty clients.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

NOVEMBER 7, 2011

The cost of skipping this step is that you don’t learn about existing business processes and user skills. Buyers who don’t set business objectives have no way to judge what the system should do or to measure its success after the fact. Of course not, because you have specific requirements that those products probably don’t meet.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Vendors 120