Customer Experience Matrix

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Customer Experience Matrix

Dear Internet, I was disappointed but not wholly surprised that you didn’t find Wednesday's post with Personalized Mona Lisa as self-evidently hilarious as I did. And, while I know that explaining something never convinces anyone that it’s really funny, I think Personalized Mona Lisa has enough serious content to justify further discussion. So here goes. Let’s start at the beginning.

Rating the Crowd-Sourced Marketing Software Review Sites

Customer Experience Matrix

Every site except TrustRadius covered a broad range of business software from accounting to human resources to supply chain as well as CRM and marketing. TrustRadius was more focused on customer-related systems although it still had business intelligence and accounting. The first question was which sites draw a big enough crowd to be useful. This left seven sites worth a closer look.

Sailthru Offers End-to-End Omnichannel Personalization for B2C Marketers

Customer Experience Matrix

The corporate home page says “Sailthru makes it easy to personalize every channel for every customer,” which is accurate enough. But plenty of other companies also help with omni-channel personalization. marketer looking for personalization solutions might add Sailthru to her list of options, but wouldn’t know whether it''s a good or poor fit without digging much deeper. On the other hand, resolving that sort of ambiguity is what keeps me in business. Emails can be personalized using scripts written in Sailthru’s own Zephyr language. customer profiles.

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

Customer Experience Matrix

Let's start with a truth universally acknowledged – that customers have rising expectations for personalized treatment. consumers had stopped doing business with a brand due to a poor customer service experience and 56% have higher expectations for customer service than a year ago. In other words, marketers are nowhere near as good at personalizing experiences as consumers think.

B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. So, how do you personalize marketing? What are the business and. B2B Marketing.

Intent Data Basics: Where It Comes From, What It's Good For, What To Test

Customer Experience Matrix

Intent vendors won’t necessarily capture every person in market for a particular product. In some businesses, reaching only a small fraction of interested buyers is still very useful; in others – especially where there are relatively few buyers to begin with – the marketer may be forced to run her own outreach programs to capture as many as possible. What is intent data? Who sells it?

Intent 101

Mautic Offers Free, Open Source Marketing Automation

Customer Experience Matrix

Small businesses constantly cite cost as a major roadblock to adoption. But first let me cover one more business issue, which is that there are two ways to get Mautic. Mautic.com runs an enhanced version of the system called AllydeMautic, provided by Allyde , a for-profit business also run by Hurley. Emails can include personalization tokens such as {first name}.

MDC DOT Provides Marketing Automation for Direct Salespeople

Customer Experience Matrix

Those firms have very specific requirements for balancing central control over content and brand image with the agents’ desire for flexibility and personal client relationships. This is especially important for businesses that pay commissions to the customer’s original salesperson. Beyond low price, MDC Dot offers two key capabilities to suit its target audience.

Everstring Takes Another $65 Million and (More Important) Launches Predictive Ad Targeting Solution

Customer Experience Matrix

At this point, your inner business strategist may be wondering whether Everstring has bitten off more than it can chew or committed the cardinal sin of losing focus. The new funding is certainly impressive, although the record for a B2B predictive marketing vendor is apparently InsideSales’ $100 million Series C in April 2014. But the new product is what’s really intriguing.

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B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. So, how do you personalize marketing? What are the business and. B2B Marketing.

3 Insights to Help Build Your Unified Customer Database

Customer Experience Matrix

And, although we didn’t test their mental states, I doubt a significant fraction had multiple personality disorders. The most common answers are personalization and customer insights. Those require little or no integration between operational systems and the central database, since personalization can easily be supported by periodically synchronizing a few data elements.

BlueConic User-Driven Marketing Maturity Model: Surprises on the Road to Customer-Centric Marketing

Customer Experience Matrix

It requires not just knowing who the viewer is, but who she’s related to (child or spouse), the interests of that related person (soccer), and the temporal context (holiday gift buying season). This all ties back to the central notion of the maturity model: that technology, process, and organization must all be aligned at each stage for the business to execute effectively.

Matching Marketing Technology to Business Strategy: A Starting Framework

Customer Experience Matrix

When Scott asked for content suggestions during the early stages of the conference planning, my reaction was that one thing everyone needs is a framework for relating marketing technology investments to larger business strategy. The implication is that every business needs to adapt a strategy of customer intimacy. First, everyone doesn’t have the same business strategy. Norton.

Acquisitions Reshape the Marketing Automation Industry: Growth at the Bottom, Room in the Middle, Fog at the Top

Customer Experience Matrix

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. personally suggest that anyone interested in the industry buy a copy for themselves and another for someone they love. See www.raabguide.com/vest for details.

Hull.io Offers A Customer Data Platform for B2B Marketers

Customer Experience Matrix

The need for a Customer Data Platform – a marketer-controlled, unified, persistent, accessible customer database – applies equally to business and consumer marketing. Like many other CDPs, Hull doesn’t attempt “probabilistic” matching, which looks for patterns in behavior or data to associate identifiers that are likely to belong to the same person. It does use IP address to associate visitors with businesses, even if the individual is anonymous. Remember that Hull.io is dealing with smaller businesses, where replicating all the relevant data is not a huge burden.

B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. So, how do you personalize marketing? What are the business and. B2B Marketing.

LinkedIn Buys Fliptop: Why Account Based Marketing and Predictive Analytics Are a Natural Fit

Customer Experience Matrix

It's an interesting piece of news but I'm personally disappointed at the timing because I have been planning all week to write a post about the relationship between predictive analytics and account-based marketing (ABM). Predictive analytics vendor Fliptop today announced its acquisition by B2B social network LinkedIn. The Fliptop/LinkedIn deal is just more evidence of the connection.

Will Machines Replace Marketers? Artificial Intelligence Isn't Ready Yet But Watch Your Back

Customer Experience Matrix

Similarly, competitor analysis should be well within the capabilities of companies like Radius , Everstring and Growth Intelligence , which already ingest the contents of corporate Web sites to understand each company’s business. Business and marketing strategies are often compared to chess, a game that AI systems can famously play better than humans. Let’s look at each task in turn.

Bombora Feeds B2B Data to Everyone

Customer Experience Matrix

Both businesses grew nicely, but the company found that selling media conflicted with finding partners to gather data. So last November is spun off the data piece as Madison Logic Data,, keeping Madison Logic as the media business. Bombora’s core business is assembling data about B2B companies and individuals. But I had never gotten a clear picture of exactly what they do.

Salesforce Purchases Deep Learning Artificial Intelligence Vendor MetaMind: Yeah, That's a MarTech Trend

Customer Experience Matrix

There aren’t many details available: in the announcement , MetaMind founder Richard Socher said Salesforce will use its technology to "automate and personalize customer support, marketing automation, and many other business processes." In a way, that vagueness is exactly what’s most interesting about the deal: it supports the notion that AI will be embedded in many system features rather than limited to a handful of specific tasks. This vision of pervasive AI is how I personally expect the industry to develop. Those benefits are two sides of the same coin.

ICON16: How Infusionsoft Plans To Dominate Small Business Marketing (and Make Life Better For Small Businesses Everywhere)

Customer Experience Matrix

I spent part of last week at ICON16, Infusionsoft ’s annual combination of customer conference, revival meeting, and group therapy session for small business owners. This is based on Infusionsoft’s learning over the past ten years that the main barriers to success with its software are small businesses not knowing what to do with it and not seeing immediate value from the efforts. The real focus of the conference was introducing the latest version of Infusionsoft’s Small Business Success Method, an approach to helping small businesses plan their marketing programs.

ABM Vendor Guide: What to Look for in External Data Sources

Customer Experience Matrix

special methods to associate personal and business emails, attach leads to accounts, find social media handles, etc. add ownership relationships to accounts (headquarters/branch, parent/subsidiary, brand/franchisee, etc.) in general and to the D-U-N-S Number in particular fee structure (most are vendors charge per record and/or based on the data types; some are performance-based) Which of these are important will depend on your business needs and approach to ABM. The world isn’t really quite this simple, if only because many systems provide more than one function.

Hive9 Marketing Performance Management Includes Customer Journey Optimization

Customer Experience Matrix

Tactics have owners, budgets, start and end dates, revenue targets, types (usually a channel or asset) and other attributes such as journey stage, audience, business unit, geography, and language. Rules can avoid repeating messages to the same person and can select a “next best message” for the external system to deliver. What the heck does that last sentence mean? It’s bright. Shiny.

CRM Evolution Conference: Mobile Really Does Change Everything About Marketing

Customer Experience Matrix

Further reinforcing these trends is the customers’ increasing expectation for personalization. Customers who haven’t bought yet (okay, they’re really prospects) still have some intention when interacting with us – presumably to learn something about our company or products so they can decide whether they want to do business. I snuck down to Washington DC yesterday for a few hours at the CRM Evolution conference, where a critical mass of industry experts triggered a chain reaction of interesting thoughts. But the argument I heard this week was stronger than that.

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Automated Marketing Campaigns: An Immodest Proposal

Customer Experience Matrix

This is why you can find dozens of automated products to personalize Web sites but none to automate multi-step campaign design. 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. Ideally, you’d let machines evolve the stages and plays autonomously. plays”)?

Marketing Automation's Unhappy Users: Trouble in Paradise?

Customer Experience Matrix

Questions about satisfaction give a similarly ambiguous result: just over two-thirds of users in a Winsper Group survey reported themselves satisfied with the business value of their system, again meaning that nearly one-third were neutral or actively dissatisfied. As I mentioned in last week''s post , I’m writing a paper on stages of marketing automation deployment.

More New Systems Challenge the Marketing Automation Status Quo

Customer Experience Matrix

Last week’s post looked at newer marketing automation systems that focused on small businesses. The general notion is that small businesses are finding existing marketing automation products too hard to use and would be happy with something simpler, especially if it costs less. This means that filters must be carefully crafted to avoid sending too many messages to the same person.

IgnitionOne Buys Knotice, Prompting Many Deep Thoughts

Customer Experience Matrix

Neustar, whose core business is linking people to phone numbers, is one example: it recently introduced “PlatformOne”, which it describes as a “centralized marketing solution” that gives marketers “a complete, real-time portrait of their customers and prospects based on accurate data, enabling a personalized dialogue across all marketing channels.”

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

Customer Experience Matrix

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. I’ve seen more interesting systems recently than I have time to review in depth. market.

CommandIQ Gives Marketers Flexible Database and Messaging Options

Customer Experience Matrix

drag-and-drop email builder lets users create HTML messages including personalized contents drawn from the system database. Similar conditions apply to other online businesses including ecommerce and elearning…which is exactly where the company has found the bulk of its initial clients. The only thing that’s certain is a CDP will create a multi-source database of customer information.

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Raab Report: OfficeAutoPilot, Infusionsoft and HubSpot Rate Highest in Marketing Automation for Very Small Business

Customer Experience Matrix

The chart above shows our ratings for the micro business sector, defined as companies with under $5 million in revenue. These are very small companies, typically run personally by an owner. As of July 2012, marketing automation vendors reported more than 17,000 micro-business installations, just over 60% of the industry total. Our scoring reflects those priorities.

MarTech Conference: Chief Marketing Technology Officers Come Out and Play

Customer Experience Matrix

That being the case, I think it doesn''t insult anyone to say that the two that most resonated with me personally were by Laura McLellan of Gartner – source of the famous “marketing will spend more than IT by 2017” forecast, which she reported has already come true -- and Clorox Director of Marketing Technology Shawn Goodwin. But why stop there?

MindMatrix Adds Sales Support to Marketing Automation

Customer Experience Matrix

In May I wrote about Demandforce , which specializes in local service businesses such as dentists and auto repair shops and had just been purchased by Intuit. Founded 14 years ago, the company has built its business serving the real estate industry, where individual agents and local agencies work in conjunction with large national franchises. MindMatrix is one of them.

Marketing Automation News from Dreamforce: B2B More Integrated, B2C Stays Separate

Customer Experience Matrix

But I can’t say I personally found it all that exciting. Salesforce’s list of business groups includes the Sales Cloud, Service Cloud, and ExactTarget Marketing Cloud. As this suggests, and conference presentations confirm, Salesforce has kept B2C marketing distinct from its Sales and Service businesses, most importantly at the data and platform levels. It also includes the iGoDigital predictive personalization technology that came along with the ExactTarget acquisition. I spent the early part of this week at Salesforce.com ’s annual Dreamforce conference.

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Silverpop Announces Universal Behaviors to Provide Better Cross Channel Customer Experience

Customer Experience Matrix

Silverpop''s two-year gestation cycle is a good example. I can''t say precisely why so many are emerging more or less simultaneously, but suspect a combination of business conditions and ever-more-urgent marketer needs. Once Universal Behaviors are loaded into Silverpop, they become available within the system for queries, program triggers, rules within programs, dynamic content, personalization, scoring, and analysis – pretty much anything that could be done with standard Silverpop data. Silverpop falls short on the third CDP function, which is integrated predictive modeling.

Beanstalk Data Adds Service to the Marketing Automation Recipe

Customer Experience Matrix

Nothing wrong with that; Beanstalk is targeted at small to mid-size businesses for whom basic is just fine. Although it just hit my personal radar, the company was founded in 2007 and launched its product in 2009. Exploring a new marketing automation system is like biting into a bonbon: part of the fun is you never know what you’ll find inside. Anyway, back to BeanStalk.

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

Customer Experience Matrix

By contrast, the fourth trend seems to be driven by recognition that small business presents a huge opportunity. Both the agencies and their clients have been mostly small businesses – in the survey for our soon-to-be-published VEST report , Optify reports that 60% of its clients have under $5 million revenue. That''s theme number three. Emails are delivered through ExactTarget.

RedPoint Offers Broad, Deep B2C Marketing Automation

Customer Experience Matrix

On days when I have nothing else to be cranky about, I sometimes fuss at how business-to-business software vendors hijacked the term “marketing automation” despite its long and relatively honorable history describing systems for consumer marketing. They will be soon applied to select offers for Web personalization. Oracle ’s recent agreement to purchase Eloqua reinflamed that wound, since much of the commentary ignored Oracle’s extensive existing suite of consumer marketing systems. One vendor taking advantage of this opening is RedPoint.

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HubSpot Launches New Version to Deliver Better-Targeted Content

Customer Experience Matrix

Having that flexibility in product for small-to-mid-size businesses could open up some possibilities that truly do make HubSpot unique. hubspot dynamic content marketing automation personalization behavioral targetingHubSpot yesterday launched a “completely re-envisioned and rebuilt” version of its marketing system at its Inbound 2012 user conference. But it removes a major annoyance.

Design Your Best Marketing Technology Stack and Plan the Transition: Sneak Peek at FlipMyFunnel Conference

Customer Experience Matrix

Here are some of the key points I’ll be making: - the stack is based on your business and marketing strategies. I’ve described the importance of strategy before but have now refined my explanation to show how marketing programs, business requirements, and functional requirements connect over-all marketing strategy with martech. transition planning must be systematic as well.