Customer Experience Matrix

OCTOBER 7, 2017

I gave my presentation on Self-Driving Marketing Campaigns at the MarTech conference last week. That is, work is still organized into campaigns that deal with customer segments because the human manager needs to think in those terms. These vendors are still working with campaigns, not individual-level journey orchestration.

Marketing AI 168

Marketing AI Work Management Marketing Management Marketing Analytics Tools 168

Customer Experience Matrix

JUNE 3, 2009

Summary: Serena Software is pleased with Marketbright's Visio-style interface for complex campaigns. The real work is in designing the campaigns, not setting them up in the software. Serena didn’t build the complex campaigns for themselves. The work was done by an outside agency, Maratona Marketing.

Work Management 120

Work Management Marketing Automation Services Marketing Management Demand Generation Agencies 120

Customer Experience Matrix

APRIL 14, 2012

This included a full revamp of its customer interface, a new campaign builder and shopping cart, and new capabilities for Web analytics, lead scoring, and lead source reporting. A new interface and campaign builder are big projects. Stated so plainly, this doesn’t sound like much. The shopping cart is also significantly more powerful.

Lead Scoring 120

Lead Scoring Lead Ranking Analytics Campaigns 120

Customer Experience Matrix

DECEMBER 14, 2009

Summary: Social Agency’s Spredfast helps marketers schedule social media campaigns the same way they schedule paid advertising. I should have known that marketers talk first and listen later. I’m not talking about personal style, although the decibel level at any marketing conference speaks for itself.

Social Media 120

Social Media Paid Content Enterprise Management Work Management 120

Customer Experience Matrix

MARCH 13, 2014

Last year’s biggest marketing automation acquisitions were products for consumer marketing: ExactTarget by Salesforce.com , Neolane by Adobe , and Responsys by Oracle. Consumer marketers have had their own, highly sophisticated marketing automation systems for years.

Enterprise Management 120

Enterprise Management Marketing Automation Services Resource Management Marketing Management 120

Customer Experience Matrix

FEBRUARY 25, 2009

I spoke today with Genius.com , whose new nurture marketing system, Genius Enterprise, will officially launch next week. Later, the company added MarketingGenius, which lets marketers send email on behalf of salespeople and can react to Salesforce.com workflow rules. release seems to have awakened a long-dormant journalism gene.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

MARCH 26, 2009

The area where this comes up more often than any other is the design of multi-step campaign flows. I say this with the fervor of a reformed sinner, since for many years I looked at flow charts as the mark of an advanced marketing automation system. There are two basic approaches to this: use a flow chart, or present a list of steps.

Enterprise Management 120

Enterprise Management Marketing Automation Services Work Management Marketing Management 120

Customer Experience Matrix

NOVEMBER 9, 2015

It’s clear that 2015 has been the breakout year for predictive analytics in marketing, with at least $242 million in new funding, compared with $366 million in all prior years combined. Maybe I shouldn't be surprised that predictive marketing vendors seem to have anticipated this. They are, after all, experts at seeing the future.

Lead Ranking 120

Lead Ranking Lead Scoring Work Management Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 19, 2018

John Wanamaker, patron saint of marketing measurement. Attribution also seemed like a specific enough feature that it could be meaningfully distinguished from marketing measurement in general, which nearly any CDP could support to some degree. Marketing mix models. the marketing mix. Campaign analysis.

Allocation 120

Allocation Paid Search Agency Analysis Comparison 120

Customer Experience Matrix

MARCH 18, 2009

In fact, campaigns in MarketingView are nothing more (or less) than a list of actions attached to a form. In fact, it’s arguably just a slightly different version of the small linear campaigns I consider the basic building blocks of an easy-to-use campaign interface. See my earlier posts on the topic.) ROI reporting.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Demand Enterprise Management 120

Customer Experience Matrix

JANUARY 27, 2021

It’s easy (and correct) to see these deals as efforts to assemble comprehensive marketing suites. These deals all involve CDPs with marketing automation functions (that is, segmentation, message selection, campaigns, personalization, and cross-channel orchestration). Still a suite, but a different kind.

Marketing Automation Services 270

Marketing Automation Services Enterprise Management Marketing Management Lead Ranking 270

Customer Experience Matrix

SEPTEMBER 19, 2016

I delivered my presentation on the history of marketing technology last week at the Optimove CONNECT conference in Tel Aviv. The timeline* traces three categories: marketing channels; tools used by marketers to manage those channels; and data available to marketers. It’s not surprising the transition took so long.

Marketing Management 0

Marketing Management Telemarketing Paid Search Agency Television marketing 0

Customer Experience Matrix

APRIL 27, 2017

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. But it also limits the market to the most aggressive small business owners. The success of this approach is far from certain.

Marketing Automation Services 0

Marketing Automation Services Marketing AI Work Management Marketing Management 0

Customer Experience Matrix

JANUARY 17, 2008

Loyal readers will recall a series of posts before New Years providing updates on the major marketing automation vendors: SAS , Teradata , and Unica. It has offered traditional campaign management as well, although with more of a business-to-business slant than its competitors. Now I have my answers, so now you get your post.

Work Management 120

Work Management Marketing Management Campaigns Allocation 120

Customer Experience Matrix

DECEMBER 18, 2012

But this time I was able to answer right away because I’ve just finished a white paper on the future of B2B marketing automation, sponsored by Leadformix and available here for free download. The question answered by the paper is “What will marketing automation vendors do next?” This is what’s covered in the white paper.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

AUGUST 13, 2013

As I noted in a post last year , there is a universe of specialized marketing automation systems for companies that sell through channel partners. Pricing starts around $3,000 per year plus $100 per user per month, which is usually less than the cost of marketing automation and sales automation systems that NitroMojo would replace.

Marketing Automation Services 120

Marketing Automation Services Advertising Agencies Marketing Management Marketing Automation 120

Customer Experience Matrix

JULY 1, 2023

Like everyone else in martech land, I’ve been pondering the future of marketing in a world populated with AI. Most research I’ve seen agrees with this Hubspot report that marketers’ top application for generative AI has been content creation (48%), followed closely by data analysis (45%) and learning how to things (45%).

Best Practices 177

Best Practices Work Management Differentiation Marketing Management 177

Customer Experience Matrix

JULY 20, 2016

When we last left Teradata Marketing Applications , it had just been sold to Marlin Equity Partners , whose major previous investment in marketing technology was SaaS email provider BlueHornet. Revenew competes in the latter arena, so it’s a nice complement to Aprimo’s marketing operations features. with BlueHornet.

Enterprise Management 120

Enterprise Management Resource Management Marketing Management Distribution 120

Customer Experience Matrix

FEBRUARY 2, 2016

Most of the work in any marketing analytics project is integrating data from multiple systems. It also uses matches created elsewhere such as lead IDs used to synchronize CRM and marketing automation data or cookie IDs imported from Google Analytics. The matching happens at both the contact and account level.

Analysis 120

Analysis Marketing Analytics Tools Marketing Automation Services Salesforce.com 120

Customer Experience Matrix

MAY 12, 2015

I briefly mentioned MDC Dot in an earlier blog post about giving sales people access to marketing automation capabilities. The second key feature makes it easy for sales people to use content created by the central marketing team by automatically inserting tags such as the salesperson’s name and contact information.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Microsite Automation 120

Customer Experience Matrix

JUNE 19, 2015

The only real question about free, open source marketing automation from Mautic is what took so long. The core features of B2B marketing automation have been well understood for nearly ten years and prices have been dropping steadily for about the same time. But pricing will remain well below standard marketing automation products.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Work Management Automation 120

Customer Experience Matrix

FEBRUARY 7, 2016

Bizible also popped up recently although I don’t recall the occasion; possibly something related to their interesting survey on “pipeline marketing” and attribution methods. The main questions I asked were: Does the system capture individual-level data, not just results by channel or campaign? Sometimes random is just random.

Marketing Attribution 120

Marketing Attribution Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

OCTOBER 4, 2011

I spent yesterday prowling the exhibit hall at the Direct Marketing Association annual conference in Boston. This uncovered several additional candidates for mid-tier business-to-consumer marketing automation. RedPoint – a suite of tools for database building, campaign management, and analytics.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Enterprise Management Marketing Automation 120

Customer Experience Matrix

OCTOBER 29, 2017

Some of the most impressive marketing systems I’ve seen have been developed for mobile phone marketing, especially for companies that sell prepaid phones. Many of these systems have developed outside the United States, since prepaid phones have a smaller market share here than elsewhere. Flytxt is a good example.

Enterprise Management 212

Enterprise Management Marketing Management Paid Search Agency Ad Frequency 212

Customer Experience Matrix

JANUARY 22, 2014

I’ve been gearing up for the next edition of our VEST report on B2B marketing automation systems, which involves catching up with established vendors and chasing down some new ones. nurture campaigns), and share leads with a CRM system like Salesforce.com. I’ll write about some others next week and then offer some general observations.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Marketing Automation Automation 120

Customer Experience Matrix

NOVEMBER 14, 2016

The big news was a free version of HubSpot’s core marketing platform, joining free versions already available of its CRM and Sales systems. (In HubSpot’s tool helps marketers find the best topics to try to dominate with their content. This will be very valuable for marketers unfamiliar with the new search optimization methods.

Marketing Automation Services 0

Marketing Automation Services Hubspot Conference Marketing Automation 0

Customer Experience Matrix

FEBRUARY 10, 2017

The company is in the business of assembling B2B marketing lists – an industry dating back centuries to city directories and beyond. It has since expanded from list gathering to all stages in the Account Based Marketing process, sprinkling in dashes of artificial intelligence at every step along the way. Plan interactions.

Marketing AI 120

Marketing AI Account Based Marketing Lead Scoring Lead Ranking 120

Customer Experience Matrix

SEPTEMBER 28, 2011

The world clearly has more B2B marketing automation vendors than it needs – my master list of demand generation products includes two dozen. By contrast, mid-tier consumer marketers often have a hard time finding good options. Many marketing service providers manage Alterian systems for their clients. Decision Software Inc.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Resource Management Marketing Management 120

Customer Experience Matrix

JULY 3, 2014

But marketers want to integrate email with other messaging channels, so a stand-alone email platform is increasingly unattractive. This puts vendor at the center of the marketing operations, helping them to retain clients and charge higher fees. There’s also a methodology to guide creation of campaigns and models.

Work Management 120

Work Management Marketing Management Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

OCTOBER 6, 2015

Marketers certainly see this as well. Focusing more specifically on data, Experian's 2015 Data Quality Benchmark Report , which had 1200 respondents, found that 99% agreed some type of customer data is essential for marketing success. But marketers also recognize that they have a long way to go.

Marketing Management 120

Marketing Management Ideal Customer Profiles Case Studies Buyer Personas 120

Customer Experience Matrix

JULY 10, 2013

sales enablement: systems to share marketing information with sales ( Genius , SalesFusion , LeadFormix , RightOn Interactive , Optify) distributed marketing: systems shared between central marketing organizations and local branches, dealers, distributors, sales agents, etc. That''s theme number three.

Demand Generation Agencies 120

Demand Generation Agencies Marketing Automation Services Paid Search Agency Small Business Marketing 120

Customer Experience Matrix

MARCH 2, 2015

Back then, they positioned themselves as a “marketing operating system” that provided core functions but would ultimately let users connect with third party apps. The latest incarnation describes itself as “software for multi-channel marketing” but still provides core functions and connects with third party apps. So what has changed?

Multi-Channel 120

Multi-Channel Marketing Automation Services Enterprise Management Marketing Management 120

Customer Experience Matrix

OCTOBER 14, 2016

At first glance, you’d think Datorama is definitely not a CDP: it positions itself as a “marketing analytics platform” and makes clear that its primary clients are agencies, publishers, and corporate marketers who want to measure advertising performance. Paradoxically, the main result of Datorama’s specialization is flexibility.

Work Management 120

Work Management Marketing Management Analytics Paid Search Agency 120

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 ”. These are Analytics, Target, Campaign and Audience Manager.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Planning 120

Customer Experience Matrix

OCTOBER 29, 2015

When I first described Customer Data Platforms two and half years ago, all the vendors offered an application such as predictive analytics or campaign management in addition to the "pure" CDP function of building the customer database. This means Openprise doesn’t meet the technical definition of a CDP.

Work Management 120

Work Management Marketing Management Marketing Automation Services Lead Ranking 120

Customer Experience Matrix

MAY 17, 2016

I’ll be joining an all-star cast of Account Based Marketing experts when the FlipMyFunnel Festival visits Austin on June 7. My own talk, not surprisingly, will be about the technology behind ABM – or, more precisely, how to build an ABM marketing technology stack. You can register here – it’s free.

Account Based Marketing 149

Account Based Marketing Conference ABM Funnel Advertising 149

Customer Experience Matrix

AUGUST 6, 2013

One of the main reasons that marketing automation has not been adopted more quickly is that too few marketers know how to fully use it. Instead, RightWave offers what it calls “marketing automation as a service,” gives each client access to staff members who will set up and execute campaigns for them.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120