Customer Experience Matrix

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Singing the Customer Data Platform Blues: Who's to Blame for Disjointed Customer Data?

Customer Experience Matrix

For example, even though 61% of companies in this Forbes Insights survey had a central database of some sort, only 14% had fully unified, accessible data. I’m in the midst of collating data from 150 published surveys about marketing technology, a project that is fascinating and stupefying at the same time. So far so good. But it inevitably raises the question of why the gap exists. suggests.

Rating the Crowd-Sourced Marketing Software Review Sites

Customer Experience Matrix

sampled leading marketing automation vendors for different sized companies. This lets the review site check the reviewer’s name, title, company, and industry, although these are not always fully displayed. Selection tools to identify suitable vendors are remarkably varied – in fact, the only filter shared by all sites is users' company size. But they also differ in other ways.

Mariana Uses Artificial Intelligence to Build Personas and Find Target Audiences

Customer Experience Matrix

The system then does its magic to look up the companies and individuals in that set, find data about them, and built personas based on common clusters of attributes. Clients can build one set of personas for their entire customer base or create separate personas within segments based on company size or industry. But many of your marketing targets are less visible. How many more?

Predictive Marketing Vendors Look Beyond Lead Scores

Customer Experience Matrix

Companies willing to share their Salesforce CRM data can get a report assessing the quality of their CRM records, listing the top five data elements that identify high-value prospects, and suggesting five market segments they might pursue. imagine that some companies will be reluctant to sign into Salesforce via the Radius Web site, but if you can get over that hurdle, it’s worth a look.

B2B Loyalty, The B2C Way

Find out how consumer loyalty principles can help B2B companies reward, recognize, and engage their customers

Landscape of MarTech Vendor Directories

Customer Experience Matrix

Again following the tradition of landscape publishers, I make no claims about the completeness of my list or the quality of any of the companies listed. I'm making a presentation on marketing technology selection at B2BLeadsCon in New York next week, and had thought to start with the usual Oh-My-God-There-Are-So-Many-Vendors slide to get everybody's attention. Enjoy!

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Why Time Is the Real Barrier to Marketing Technology Adoption and What To Do About It

Customer Experience Matrix

The company is making those available to guide list selection and content personalization for both email and Web pages. I was out of the office all week, splitting my time between two conferences: Sailthru LIFT and Marketing Profs B2B Forum. Both were well attended, well produced, and well worth while. One big focus at the conference was getting more to use them. What's the real obstacle?

suitecx Offers Industrial-Strength Customer Journey Maps and More

Customer Experience Matrix

This would start in diagnosticcx, which collects information about a company’s business, customers, and processes using customer and employee surveys, interviews, and direct experience. Customer journey mapping is now the buzziest of buzz words. Journey mapping is equally popular among agencies and consultants, although it also often is little more than a new label for the old sales funnel.

Pega Customer Decision Hub Offers High-End Customer Journey Orchestration

Customer Experience Matrix

The Customer Decision Hub from Pega (formerly PegaSystems) is certainly mature: the product can trace its roots back well over a decade, to a pioneering company called KiQ Limited, which was purchased in 2004 by Chordiant, which Pega purchased in 2010. Even more than those vendors, Pega focuses on selling to large companies, describing its market as primarily the Fortune 3000. Companies with the scale to afford the system can expect it to pay for itself: in one published study, the three-year cost was $7.7 But some older systems qualify as well.

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.

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

Customer Experience Matrix

An even higher proportion (60%) want their past behaviors used to expedite the shopping experience, and one-third (37%) are frustrated when companies don’t take that data into account. 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. Marketers certainly see this as well.

ActionIQ Merges Customer Data Without Reformatting

Customer Experience Matrix

Still, this is definitely a tool for big companies with skilled data analysts on staff. The company doesn’t publicly discuss the technical approach it takes to achieve its performance, but they did describe it privately and it makes perfect sense. The company formally launched its product last month. One of the fascinating things about the Customer Data Platform Institute is how developers from different backgrounds have converged on similar solutions. In their previous lives, both saw marketers struggling to assemble and activate useful customer data.

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

Customer Experience Matrix

This was realistic when interactions were limited to a few company-controlled touchpoints. In this environment, the best a company can do is react intelligently wherever a customer appears, taking into account both the current situation and whatever it knows about the customer’s past. Even company-initiated messages, while not wholly reactive, must be consistent with other treatments.

News from Krux, Demandbase, Radius: Customer Data Takes Center Stage

Customer Experience Matrix

Krux now has an “intelligent marketing hub” that can also load a company’s own data from CRM, Websites, mobile apps, and offline sources, and unify customer data to build complete cross-channel profiles. It lets Demandbase more easily build detailed profiles of people and companies, including history, interests, and relationships. billion for LinkedIn.

Real Magnet Offers Complex Campaigns Withouth the Flow Charts

Customer Experience Matrix

More than half of the company's 1000-plus clients are trade and professional associations, with additional concentrations in education and publishing. I recently saw a useful distinction between AI – artificial intelligence, which is machines replacing people – and IA – intelligent assistance, which is machines helping people. That sounds like Intelligent Assistance to me.

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.

Customer Data Platforms Revisited: The Future of Marketing Data

Customer Experience Matrix

There’s some investment on the Data layer in data gathering vendors, especially along the lines of acquisitions by big companies (Oracle/Datalogix, D&B/NetProspex, etc.). But any marketer can tell you, and every survey I’ve seen confirms, that most companies are nowhere near having fully integrated their customer data. But things aren’t quite so simple. In fact, most do not.

Marketing Technology of the Future: Beyond the Customer Data Platform

Customer Experience Matrix

If you''ve been wondering why companies like Oracle, Acxiom, and Nielsen have been buying big data aggregators, you can stop. One implication of data synergy is that the richest databases will live outside of your company’s own data center: they’ll be too big, too complicated, and updated too frequently to maintain a copy in-house. have no trouble talking about that. Contextual data.

SalesPredict Offers Highly Automated, Highly Flexible Predictive Modeling

Customer Experience Matrix

Users can drill further into each record to see more customer and company information including previous interactions, products owned, and won or lost deals. The company information is assembled from internal and external sources using SalesPredict’s own matching methods, so results are not at the mercy of data quality within the CRM. User interface is a second differentiator.

Datorama Applies Machine Intelligence to Speed Marketing Analytics

Customer Experience Matrix

But the company also calls itself a “marketing integration engine” that works with “all of your data”, which certainly goes beyond just advertising. Dig a bit deeper and the confusion just grows: the company works mostly with aggregated performance data, but also works with some individual-level data. Pricing is also non-trivial: a small company will pay in the five figures for a year’s service and a large company's bill could reach into seven figures. Naturally, there are cases where the answer isn’t clear. Datorama is one of them.

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.

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

Customer Experience Matrix

Behavior your company captures by itself is first-party intent data. Intent data is a marketer’s dream come true: rather than advertising to mass audiences in the hope of getting a handful of active buyers to identify themselves, just buy a list of those buyers and talk to them directly. But intent data is a complicated topic. Here’s a little primer on the topic. What is intent data?

Intent 101

FlipMyFunnel Conference on Account-Based Marketing Comes to Austin on June 7

Customer Experience Matrix

There are also some execution differences, such as creating content that is designed to elicit information about the account rather than content that’s aimed at attracting new leads from whatever company happens to show up. I’ll be joining an all-star cast of Account Based Marketing experts when the FlipMyFunnel Festival visits Austin on June 7. You can register here – it’s free.

Reltio Makes Enterprise Data Usable, and Then Uses It

Customer Experience Matrix

I’ve spent a lot of time recently talking to Customer Data Platform vendors, or companies that looked like they might be. The result is a customer profile that contains pretty much any data the company can acquire. The company was founded in 2011 and released its product several years later. One that sits right on the border is Reltio , which fits the CDP criteria* but goes beyond customer data to all types of enterprise information. You might call it “self-service MDM” but that’s an oxymoron right up there with “do-it-yourself brain surgery”. Or not.

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Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

Mintigo’s technology scans the Internet for things like job listings and Javascript tags and infers from those which products are used at every company it finds. There’s still a bit of selection bias – it won’t work if a company isn’t on the Internet – but the impact is obviously much less. Here’s how I see things. They are vastly more likely than average to have a system in place.

Tealium Grows from Tag Manager to Customer Data Platform

Customer Experience Matrix

This is one benefit of the company’s tag management legacy, where real-time execution is required. It took me an embarrassingly long time to recognize why Tealium ’s AudienceStream is just a bit odd. The oddity itself I saw immediately: while most marketing systems focus on sending messages to customers, AudienceStream is organized around overwriting data and sending it to other systems.

Usermind Makes Journey Orchestration Simple

Customer Experience Matrix

But the company uses the language of journeys and customer data stores. The company lists about a dozen standard integrations including major marketing automation, CRM, email, customer service, collaboration, and analytics systems. There can be separate maps for individuals, companies, products, customers, partners, or whatever other entities the user wants to work with.

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VEST Report: Competition in B2B Marketing Automation Isn't About Features

Customer Experience Matrix

But even though B2B marketing automation revenues are still growing nicely**, the industry itself is looking pretty stable these days. __ *Not in the VEST by their choice. ** I'm estimating 40% in 2015, although it’s now harder to know because so much revenue is hidden inside companies like Oracle, Salesforce, and IBM that don’t report it separately. products are pretty stable, too.

Does Future Marketing Technology Require Perfect Data?

Customer Experience Matrix

Sharing among complementary companies – for example, airlines and hotels – will be easier to negotiate than sharing with anyone through public exchanges. I mentioned in my last post that I’ve started to think in terms of three realities: today (the next two years), tomorrow (two to five years out), and later (after five years). But a quick look at today’s data shows that is far from true.

Strikedeck Adds Automation to Customer Success Management

Customer Experience Matrix

The company had 18 clients when we spoke in late May. I first started paying attention to “customer success management” systems when I realized they were assembling data from multiple sources to build a consolidated customer view – something that could potentially serve other departments throughout the organization. This made them a fifth subtype of Customer Data Platforms (CDPs), along with systems based on marketing, lead scoring, sales advisory, and tag management. Again, though, they fall short on other parts of the definition, in this case the one related to journey mapping.

Just Released: ABM Vendor Guide Gives Detailed Comparison of 40 ABM Vendors

Customer Experience Matrix

Execute Interactions Deliver Messages This includes systems to deliver emails, personalized messages on the company Web site, display advertisements, and includes alerts and advice to sales reps. Important data types include - companies (accounts), - contacts (people), - events (mergers, acquisitions, management changes, new products, etc.), - intent (based on content consumption) - technologies used (at the account) Select Targets Target Scoring Vendors in this category use statistical techniques to select target accounts. Hopefully the result is worth the effort. Awesome!

Mautic Offers Free, Open Source Marketing Automation

Customer Experience Matrix

You can import a CSV file but not an Excel spreadsheet or other format; map the input file to database fields but not see a sample of the results; create custom fields but not custom tables; apply tags during the import but not link people within the same organization using a company field. The only real question about free, open source marketing automation from Mautic is what took so long.

MDC DOT Provides Marketing Automation for Direct Salespeople

Customer Experience Matrix

It’s actually a crowded space, with companies like Balihoo and MindMatrix competing aggressively for sales. 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. Salespeople can also set up their own contents.

Lytics Adds Marketing Recommendations to a Customer Data Platform

Customer Experience Matrix

The company has been busy since then, raising $7 million to supplement its initial $2.2 CEO James McDermot said the label was changed because big companies thought a CDP sounded like an IT project, not something run by marketers. All told, the company has prebuilt connectors with more than 80 software-as-a-service products. These don’t seem to be on the company’s radar.

Which B2B Marketing Automation Features Actually Get Used? Here's Some Data.

Customer Experience Matrix

This is exactly what you’d expect; indeed, my paper was inspired by the lament that many companies use marketing automation as nothing more than a glorified email engine. More than 160 respondents; the table below shows responses for “industry average” companies. Here’s where things got interesting. Where they differ is how frequently they report the different features are used.

Marketo Conference: Is Predictive Modeling The Future of Marketing Automation?

Customer Experience Matrix

The company made two major product announcements, expanding the reach of Marketo campaigns into mobile apps and display ad retargeting. Some products sell mostly to smaller companies, some to companies with many different products, some to customers who want new prospect names, some who want to incorporate external behaviors, and so on. This contrasts sharply with marketing automation, where many companies still buy the first system they consider and few conduct an extensive pre-purchase trial. By that standard, predictive analytics is still far from overcrowded.

Future Marketing: Will Machines Take Over Half the Consumer Economy?

Customer Experience Matrix

You might question some of my choices, but let me point out that even the clothing industry – where people theoretically want to make individual choices – is already seeing subscription business models where companies send products they think the consumer might like and the consumer can then keep what she wants. The key word in that sentence is “trust”. told you this was crude.

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

Customer Experience Matrix

In some ways, this isn’t such a huge leap: Everstring and several other predictive marketing vendors have long assembled large databases of company and/or individual profiles. That may turn out to be the case, but the company does have an internal logic guiding its decisions. It confirms that Everstring has become a leader in the field despite its relatively late entry.

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3 Insights to Help Build Your Unified Customer Database

Customer Experience Matrix

The goal was to assess the current state of customer data unification and, more important, to start exploring management practices that help companies create the rare-but-coveted single customer view. If you’re looking for a dog that didn’t bark, you might have expected companies using agile to be exceptionally likely to either have a database or be planning one. You must have faith.

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

Customer Experience Matrix

In this case, I was certainly familiar with the general notion of a maturity model, as a sequence of increasingly-sophisticated stages that companies pass through on their way to the highest level. I’m as fond of hearing my voice as most consultants, which is very fond indeed. Click here to see the Webinar and download the related paper.) Coordination later. Segmentation. Complexity of data.