Customer Experience Matrix

JANUARY 19, 2016

As you know from previous blog posts , I’ve been borderline obsessed recently with systems that automatically create multi-step campaign flows. OneSpot was already on my list of interesting companies because they automatically reformat content to use in different channels. The classification categories (a.k.a.

Automation 120

Automation Classified Ads Paid Search Agency Multi-Channel 120

Customer Experience Matrix

SEPTEMBER 8, 2017

The topic is more intriguing than it sounds because it raises the dual questions of why CDPs haven’t previously been used much by B2B SaaS companies and what's changed. And, while I don’t have firm data, my impression is that online-only retailers have been slower to buy CDPs than their multi-channel cousins.

Marketing Automation Services 168

Marketing Automation Services Buy Work Management B2B Marketing 168

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. The obvious solution is to add other channels and, even more important, features to control the decisions of when, how, and to whom messages are sent.

Work Management 120

Work Management Marketing Management Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

NOVEMBER 24, 2016

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. Offers can include multi-step flows with interactions over time and across channels.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

OCTOBER 22, 2009

Summary: SalesFusion combines all channels within marketing, and merges marketing automation with CRM as well. This one-stop-shopping will be most attractive to small and mid-size companies, although I expect that larger firms will eventually want it too. Look, I know online marketing is important.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JUNE 3, 2017

The system has since expanded to support more channels and message types. Each campaign has a target audience, goal (defined by a query), outcome (such as adding points to an account or tagging a customer profile), message, and “execution” (the channel-specific experience that includes the message). The company has raised $73.5

Loyalty 120

Loyalty Enterprise Management Ideal Customer Profiles Work Management 120

Customer Experience Matrix

OCTOBER 4, 2011

I’ve tried to include only products that can connect to a “real” marketing database, meaning it supports separate tables for customers, transactions, and contact history, and that allow multi-step campaign flows. Highly scalable and mature – the company has been growing quietly for six years and has some very large clients.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Enterprise Management Marketing Automation 120

Customer Experience Matrix

MARCH 6, 2016

The company made a few announcements, most notably a vastly improved email builder and tighter integration with online accounting software from Quickbooks Online and Xero. Some companies serving small business have indeed reached multi-million client counts (see table), but their products cost much less and are essential for basic operations.**

Small Business Marketing 120

Small Business Marketing Work Management Marketing Management Planning 120

Customer Experience Matrix

MARCH 12, 2017

Thomas Wieberneit argues in a thoughtful blog post that companies need one platform for consolidated customer data, but that Customer Data Platform isn’t it because the CDP is “marketer-controlled” by definition, and thus doesn’t support other departments. This hits a nerve. So there’s no technical reason to limit CDPs to marketing.

Enterprise Management 184

Enterprise Management Work Management Ideal Customer Profiles Marketing Management 184

Customer Experience Matrix

FEBRUARY 4, 2014

My data are a little less comprehensive than previously because several of the big vendors are now part of public companies and don’t share detailed information. The new systems offer a broad range of configurations, from ultra-simple interfaces with limited functions to elaborate multi-channel workflows that are correspondingly complex.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Top of Funnel 120

Customer Experience Matrix

DECEMBER 16, 2013

Marketers will have an increasing number of ways to build consolidated, multi-source customer databases without waiting for help from their IT departments. Customer Data Platforms mature. Digital advertising and customer marketing converge.

Trends 120

Trends Paid Search Agency Multi-Channel Ideal Customer Profiles 120

Customer Experience Matrix

MAY 21, 2012

Conversen is somewhat similar to Entiera in offering sophisticated multi-step campaigns, although its main differentiator is multi-channel dynamic content that makes it relatively easy to deliver different messages to different segments across multiple channels.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Advertising Agencies Marketing Automation 120

Customer Experience Matrix

DECEMBER 13, 2014

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. So it wasn’t too hard to imagine that the preceding stages would start with totally disconnected channels and move slowly to complete integration.

Paid Search Agency 120

Paid Search Agency Advertising Agencies Multi-Channel Work Management 120

Customer Experience Matrix

NOVEMBER 9, 2015

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. Radius also recently announced a very nice free offering, the CMO Insights Report.

Lead Ranking 120

Lead Ranking Lead Scoring Work Management Marketing Automation Services 120

Customer Experience Matrix

OCTOBER 2, 2013

The company positions itself as a tool to deliver “personalized and relevant multi-channel communications”, which sure sounds like a CDP. All this explains why a small company whose product launched in 2011 has already landed so many large enterprises among its dozen or so clients. idio was one of those.

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Enterprise Management Lead Ranking 120

Customer Experience Matrix

JUNE 5, 2013

Since Salesforce said yesterday that other companies also wanted to buy ExactTarget, it seemed possible that SAP had lost the deal and purchased hybris as a second choice. But as Salesforce.com made clear in its own call yesterday, they were most attracted by ExactTarget''s multi-channel marketing capabilities.

Work Management 120

Work Management Marketing Management Marketing Automation Services Salesforce.com 120

Customer Experience Matrix

DECEMBER 13, 2012

It’s more than three years since my original post about SiteCore’s plans to transform itself from a Web content management system to a platform for cross-channel customer experience management. Smaller companies would pay less, but SiteCore will never be a system you can get for $1,000 per month.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

NOVEMBER 21, 2014

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. These are linked across channels to a customer identity that is usually known at the start of an interaction.

Lead Ranking 120

Lead Ranking Ideal Customer Profiles Personalization Classified Ads 120

Customer Experience Matrix

DECEMBER 4, 2012

I wrote in February about one set of these vendors: Balihoo and others that specialize in helping central marketing organizations work with channel partners such as dealers and franchisees. The company has nearly 250 clients and about 34,000 end-users, making it larger than most B2B marketing automation vendors. Integrations with ACT!

Marketing Automation Services 120

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 120

Customer Experience Matrix

JULY 15, 2013

But since late 2011 the company has also offered a suite aimed at marketers, which now has more than 4,000 paid clients. It presents these to Vocus clients with an interface that suggests a reaction but lets users decide how to reply or repost across several social channels.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Social Marketing 120

Customer Experience Matrix

MARCH 26, 2015

To help the system run smoothly, Lenovo has both dedicated internal Adobe teams, as well as full-time support people on Adobe''s payroll, which means the company spends equal amounts on both products and support services. ” The company says this is more accurate than targeting based on IP address. email-based targeting. sales stages.

Paid Search Agency 120

Paid Search Agency Display Enterprise Management Marketing Automation Services 120

Customer Experience Matrix

NOVEMBER 23, 2010

across channels. The campaign builder in particular has been updated to support trigger-driven, multi-step processes in a branching flow chart. The company also plans to expand integration with KXEN for predictive analytics, although it hasn’t set a release date. Happily, there’s more here than new labels.

Planning 120

Planning Marketing Management Multi-Channel Paid Search Agency 120

Customer Experience Matrix

OCTOBER 1, 2014

Since then, the company has added tools to help marketers make better use of this data, culminating in 2012 with Launchpad, which combined email and postal prospect lists, delivery services, display ads, and response analysis. The company is adding integration with post card mailers. V12 sends the emails from its own domain.

Cost Per Thousand 120

Cost Per Thousand Marketing Automation Services Campaigns Ad Frequency 120

Customer Experience Matrix

SEPTEMBER 17, 2009

Summary: RightNow has extended its social media footprint by purchasing HiveLive, which lets companies build public and private communities. It also released a benchmark survey showing that online channels (email, chat, Web self-service) don't do much to reduce customer service telephone calls.

Communities 120

Communities Multi-Channel Cost Advertising Benchmark 120

Customer Experience Matrix

MARCH 16, 2012

Sharma’s reaches a similar conclusion although he puts it in a larger context of social media (people expect to interact with a company Web site like they interact on social media), cloud, and mobile computing (marketers need content that can be presented on all types of devices).

Salesforce.com 120

Salesforce.com Enterprise Management Marketing Automation Services Marketing Management 120

Customer Experience Matrix

FEBRUARY 26, 2012

Some of these channel marketing systems focus on lead distribution, some on locally-customizable promotion materials, and some on campaign management. All must mediate the delicate relationship between relatively sophisticated central marketing departments and their firmly independent channel partners. So it was worth taking a look.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Advertising Agencies Work Management 120

Customer Experience Matrix

NOVEMBER 4, 2010

When I reviewed Right On Interactive in a July 2009 post , the company was selling its 5Buckets marketing software as a multi-channel output generation tool that complemented conventional marketing automation systems. These features let Right On support multi-step campaigns although complex designs would be a challenge.

Salesforce.com 120

Salesforce.com Lead Scoring Lead Ranking Marketing Automation Services 120

Customer Experience Matrix

OCTOBER 21, 2010

Key conclusions are: "While customers have now broadly and deeply embraced new digital and social media channels of engagement, interaction and transaction, most senior marketers and IT executives admit their companies lack a clear understanding of how customers are using their channels and are not highly prepared to leverage those channels.

CMO 120

CMO Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

FEBRUARY 25, 2010

Summary: Conversen makes it easy to generate dynamic messages across multiple channels. One way to avoid this complexity is to generate a file containing the customer records and segmentation variables and let channel-specific output systems generate the customized messages. This would further simplify marketers’ lives.

Multi-Channel 120

Multi-Channel Demand Generation Agencies Advertising Channels Marketing Automation Services 120

Customer Experience Matrix

AUGUST 21, 2009

.* The new offering is designed to support all stages of interactive marketing, starting with traffic generation from paid search, Web banner ads and blogging, and continuing with visitor behavior tracking, landing pages and forms, interactive dialogs, multi-step email campaigns, lead scoring and CRM integration.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Marketing Management Paid Search Agency 120

Customer Experience Matrix

APRIL 26, 2007

According to the press release, Responsys hopes to become “the only on-demand marketing company capable of helping marketers not only deliver – but predict and deliver – the right messages to each customer, via email, direct mail and mobile.” So something else is going on here.

Loyalty 120

Loyalty Buy Work Management Multi-Channel 120

Customer Experience Matrix

MARCH 9, 2015

If you''ve been wondering why companies like Oracle, Acxiom, and Nielsen have been buying big data aggregators, you can stop. Be sure you can easily introduce new data sources, components, objectives, and execution channels. So the only piece the company can expect to own is the analytical layer – the bidding and content engines.

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Terms and Conditions Lead Ranking 120

Customer Experience Matrix

DECEMBER 15, 2006

This includes three related to multi-variate testing (e.g. I counted six sessions on customer list acquisition and enhancement; five related to marketing programs such as loyalty and multi-channel coordination; four on being cuustomer-centric; three on business-to-business marketing; and two concerned with marketing results measurement.

Marketing Management 120

Marketing Management Planning Paid Search Agency Multi-Channel 120

Customer Experience Matrix

DECEMBER 3, 2008

The only common feature that’s missing in Pardot is rule-based branching within multi-step programs. This involves rights management and content management features that seem arcane but are nevertheless critical when marketing responsibilities are divided by function, channel, region and product organizations.

Demand Generation 120

Demand Generation Enterprise Management Small Business Marketing Pricing 120

Customer Experience Matrix

NOVEMBER 9, 2006

expand into non-Web areas, in particular multi-channel customer analytics. They have generally found that competitive products from non-specialist vendors continually improve, reducing the number of companies willing to pay extra for an advanced "best of breed" solution. Web analytics vendors will face the same dynamic.

Enterprise Management 120

Enterprise Management Analytics Marketing Management Multi-Channel 120

Customer Experience Matrix

OCTOBER 2, 2007

My students had a variety of goals, but the two major ones they mentioned were the toughest issues in marketing: how to allocate resources across different channels and how to measure the impact of marketing on brand value. Channel allocation and brand value are inherently complex and there just are no simple ways to measure them.

Allocation 120

Allocation Multi-Channel Lead Ranking ROI 120

Customer Experience Matrix

OCTOBER 18, 2007

The company originally specialized in email marketing but has since broadened to incorporate other channels. The company, founded in 2001, now has over 100 installed clients. Neolane’s flow charts allow an additional level of personalized treatment, supporting sophisticated multi-step programs complete with branching logic.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120