Customer Experience Matrix

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Landscape of Machine Intelligence Systems for Marketing

Customer Experience Matrix

Some research I’ll cite at MarTech suggests that marketers split their time roughly equally between strategy and planning, program design and content creation, and data management and analytics. I’ve classified vendors into those categories. Perhaps more surprising, there is also a rapidly growing number of products to create contents such as copy, email dialogs, and even Web pages.

Study: Half of Marketing Jobs Will Be Replaced by Machine Intelligence

Customer Experience Matrix

Since there are many more people in the lower-level jobs than in management, it's safe to conclude that anything from half to two-thirds of marketing, content creation, sales, and technology jobs are at risk. Riesterer’s own talk followed exactly that template, a bit of consistency I always admire. quick bit of Googling led to an article that quoted economist W.

#Personalized Mona Lisa #Marketing #Humor #Fail

Customer Experience Matrix

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. 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. So here goes. Let’s start at the beginning.

Usermind Makes Journey Orchestration Simple

Customer Experience Matrix

Another half-dozen are “coming soon.” A key feature of Usermind is it makes integration easy by reading the contents of the source systems automatically, so any custom data elements or objects are incorporated without user effort. But there’s no predictive analytics, content creation, or message execution. More likely, it slipped your mind entirely. Usermind is all about simplicity.

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150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more

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?

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

Customer Experience Matrix

Existing recommendation engines and predictive models can easily tell you which content a person is most likely to pick or which product they are most likely to buy. That level is needed because marketers have to create the content that the machines will choose from during those treatments. They will create content and process flows to execute those plays. think not.

Future of Marketing Content: Reflections on the Content2Conversion Conference

Customer Experience Matrix

The first strand was the number of systems that offer detailed information about content consumption. Vendors including Highspot , SnapApp , Ceros , Uberflip , and ion interactive all let marketers track customer behaviors within a piece of content – such as how much time is spent on each page or even regions within a page. On reflection, it struck me as amazing that we have this level of detail available, given that just a few years ago marketers couldn’t even tell whether a given piece of content had been looked at. Of course, it’s clear that they should.

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

Customer Experience Matrix

In a survey by personalization vendor Evergage , respondents who were already doing real-time personalization were most often basing it on immediately observable, potentially anonymous data including type of content viewed, location, time on site, and navigation behavior. The only defense I can make is I did promise a client a paper on the topic, which I finished Sunday night.

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.

Customer Data Platforms Revisited: The Future of Marketing Data

Customer Experience Matrix

Having a powerful database just makes them even more important. - new focus on automated content creation and campaign design. Lack of skilled users and adequate content are already huge barriers to effective multi-channel marketing. Systems were included only if their data (or derived data such as model scores) was available to other systems for campaigns and messaging.

Evangelizing a Content Marketing Program

ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Content Marketing: Why 7 IV. Content Marketing: When 12 V. Content Marketing: How 17 VI.

Marketing Technology of the Future: Beyond the Customer Data Platform

Customer Experience Matrix

And where will all that highly tailored content come from? You guessed it: automated content creation systems, which are more common and further advanced than you may realize. So the only piece the company can expect to own is the analytical layer – the bidding and content engines. The last three minutes of my MarTech Conference presentation are driving me crazy. Data synergy.

Predictive Analytics: Should Automated Content Selection Work by Segment or Individual?

Customer Experience Matrix

The point was the difference between basing content selection on individuals and on segments. The distinction these vendors were making is between selecting content separately for each individual and selecting the same content for all members of a segment. Dynamic content within email campaigns often works exactly this way. So I thought it worth some discussion.

Real Magnet Offers Complex Campaigns Withouth the Flow Charts

Customer Experience Matrix

The system integrates with major CRM and association management systems, and can access their contents to some degree. I recently saw a useful distinction between AI – artificial intelligence, which is machines replacing people – and IA – intelligent assistance, which is machines helping people. The remaining work to implement the marketers’ choices is done by the system.

suitecx Offers Industrial-Strength Customer Journey Maps and More

Customer Experience Matrix

It involves not just listing interactions or displaying them in a diagram, but also analyzing their contents, results, and supporting systems. 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.

Content Marketing Playbook: Strategy and Roadmap

ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Conclusion 31 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 In 2008, General Electric CMO Beth Comstock had just.

SalesPredict Offers Highly Automated, Highly Flexible Predictive Modeling

Customer Experience Matrix

Recommendations also draw on a common technology, whether the system is suggesting which products a customer is most likely to buy, which content they are most likely to download, or which offers they are most likely to accept. A couple of weeks ago, I wrote that “predictive everywhere” is one of major trends in data-driven marketing. User interface is a second differentiator.

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

Customer Experience Matrix

So most third-party intent data is based on visits to Web pages whose content attracts prospective buyers of specific products. In addition, the data is aggregated by assigning the original Web content to standardized categories. Similarly, retargeting ads can be used to make hard sales offers or to more gently present brand messages and name-capturing content. Lots of places.

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. The initial tagging and subsequent redirection both require inserting some MDC Dot code onto whatever content the salesperson uses for the initial customer interaction.

Tealium Grows from Tag Manager to Customer Data Platform

Customer Experience Matrix

But it doesn’t do multi-step campaigns, predictive analytics, offer tracking, and supporting functions like content management. It took me an embarrassingly long time to recognize why Tealium ’s AudienceStream is just a bit odd. So it’s perfectly natural for AudienceStream to offer precise control over which attributes are sent to which systems in which situations. Let’s step back a bit.

Staffing and Launching Your Content Marketing Program

ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Staffing Your Content Team 24 VI. Pros, Cons, and Costs of the Top 10 Content Distribution.

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

Similarly, it’s no surprise to see the biggest obstacles are budget, employee skills, data quality and content. The real issues are budgetary (budgets and content), organizational (skills, data quality, sales feedback, sales integration, and performance standards), and technical (data collection and compatibility). Here’s how I see things. The Mintigo results confirm this.

OneSpot Offers Automated Content Selection Targeted at Long Term Results

Customer Experience Matrix

So when I saw that OneSpot calls its product a “content sequencing engine” you can bet they had my attention. When I read that “OneSpot’s machine learning technology serially delivers multiple pieces of content to your users based on their interests and digital journey stage,” I thought I might have found the Holy Grail itself. The content sequencing engine is a more recent addition.

Will New Marketing Automation Tools Let Sales Climb Back Up The Funnel?

Customer Experience Matrix

The talk had turned to the industry in general and I was ticking through my usual list of trends – external data, predictive modeling, sales enablement, advanced attribution, adtech and martech integration, local/partner marketing systems, all-in-one systems, content creation support, and of course customer data platforms. Trends are signposts of the future: they point to where we’re headed.

SAS by the Sip: SAS Viya Offers Open APIs to Individual Services in the Cloud

Customer Experience Matrix

These applications combine previously separate SAS functions such as model building, visual analytics, segmentation, and content creation. SAS held its annual Global Forum conference this week, which marked the company’s 40th anniversary. One key to its long-lived success was an early decision to sell software by annual subscription, rather than the one-time perpetual license standard in the industry when SAS started. This provided a steady income stream and focused attention on customer satisfaction to ensure renewals. In the SAS universe, this is truly revolutionary.

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Content Methodology: A Best Practices Report

Content. Practices Report Copyright © 2016 Contently. Why a Content Methodology Is Needed III. Culture of Content: The Foundation. for Content Methodology IV. Components of a Content Methodology V. Create a Content Plan VI. Contents “ If you want to learn. content possible based. the content creation and. Competitive Content.

Mautic Offers Free, Open Source Marketing Automation

Customer Experience Matrix

Open source has been successful in related applications including analytics (R, Jaspersoft, Pentaho), CRM (SugarCRM, vTiger) and Web content management (WordPress, Joomla, Drupal). After all, the real cost of marketing automation is the time spent running the system and creating content and the real value comes from improved business results. Content building was more impressive.

MarTech Madness: Marketing Technology Managers Come Out to Play in San Francisco

Customer Experience Matrix

As usual, I spent much of my conference time prowling the exhibition booths. I was struck by the number of content-related exhibitors – nearly half, based on my analysis of the conference program. Many of those were doing standard content management tasks such as workflow, approvals, and repository management. That’s different from capturing behaviors with interactive content, as described above, although the same system could do both: in fact, I'd put LookBook HQ in both categories. This is a category that also caught my eye at the Content2Conversion conference last month.

Marketing Automation User Satisfaction: Clearly, There's Room for Improvement (and maybe a little vodka)

Customer Experience Matrix

CRM in particular has a vastly worse rating, but even email, Web analytics, and Web content management show more detractors and fewer promoters. I’m not sure how to interpret this – is the average marketing automation system really easier and better than those other types of software? But I do have some data to share on the question of relative dissatisfaction. But I doubt it.

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

Customer Experience Matrix

But, getting back to last week's conversations, what really struck me was a less obvious connection of ABM and predictive to content. Two of the vendors described using their systems to select which content to send to specific accounts or individuals. It's an important idea because it promises to improve results by delivering more relevant content for the same price.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Copyright © 2015 Contently. contently.comBy Jordan Teicher Content. Contents GOING LONG: HOW 5 B2B TECH BRANDS BUILT VALUABLE AUDIENCES THROUGH HIGH-QUALITY, LONGFORM CONTENT CONTENTLY3 Brands aren’t just publishing. Introduction 4 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Red Bull has long been the strongest example of this.

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

Customer Experience Matrix

In current marketing practice, those decisions are made with a content map that plots available content against customer life stages and personas. This makes sure that appropriate content is available for each situation. So any machine-based approach to customer management has to generate personas, life stages, and content to be complete.* I see no inherent reason that machines couldn’t ultimately do the persona and life stage definition. Automated content creation is already available to a surprising degree and will only get better.

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

Customer Experience Matrix

The gist of this is that people will increasingly delegate day-to-day decisions to computers, meaning that most purchases will be based on machines selling to other machines. (If you want a real-world example, think how search engine optimization already boils down to “selling” content to the Google ranking algorithms). The key word in that sentence is “trust”. told you this was crude.

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

Customer Experience Matrix

But, as BlueConic’s experience reminds us, practical marketing tasks like content creation, program flows, and result analysis are organized around groups of similar customers. 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.) Some that particularly struck me are: Listening first. Coordination later.

Marketing Automation Buyer Survey: Many Myths Busted but Planning is Still Key to Success

Customer Experience Matrix

The contrast here is with obstacles such as creating enough content, which were cited by people who were highly satisfied, suggesting those obstacles were ultimately overcome.* We also found that people who evaluated on “breadth of features” were far more satisfied than people who evaluated on price, ease of learning, or integration. But the lesson isn’t just that features matter.

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B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content. B2B Marketing.

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

Customer Experience Matrix

This lets marketers target messages very precisely, with key capabilities like frequency caps and content sequencing. Everstring announced a $65 million funding round and new ad targeting product on Tuesday. (It also released a new survey on predictive marketing which is probably interesting, but I just can't face after last weekend’s data binge.)

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True Influence InsightBASE Simplifies Use of B2B Intent Data

Customer Experience Matrix

InsightBASE monitors intent signals – in the form of visits to Web pages with relevant content – and notifies clients when there is surge in activity for companies on a target list. 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. Intent-based email lists are obviously contactable but volumes are often quite low. That's possible but I haven’t done the research to confirm it.

Marketing attribution systems: a quick look at the options

Customer Experience Matrix

I’ve seen a lot of attribution vendors recently. If you're a regular reader here, you saw my reviews of Claritix ( last week ) and BrightFunnel ( in December). Last week caught up with Jeff Winsper of Black Ink , which I'll hopefully review before too long. 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. My rational brain knows that there’s probably no reason for this flurry of sightings beyond pure coincidence. Or not. Sometimes random is just random.

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New Marketing Automation Options for Small Business in the VEST Report

Customer Experience Matrix

The features within these functions are unusually sophisticated for a micro-business system: email includes dynamic content and a/b tests; Web pages also support a/b testing; Web forms allow progressive profiling; email and Web responses can automatically trigger a follow-up action. It creates email templates with personalization and embedded links but no dynamic content.

Study: How Much of Your Content Marketing Is Effective?

Copyright © 2015 Contently. By Jordan Teicher Study: How Much of Your Content. 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE? Content marketing is having a moment. billion dollars on content marketing this year, and that number is growing fast. Our content measurement survey from. 68% 16.7%

CRM Evolution Conference: Mobile Really Does Change Everything About Marketing

Customer Experience Matrix

This leads towards materials like interactive content (which both is engaging and gathers information to tailor the next offer) and metrics like engagement. 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. The first was that customer systems should read most data directly from the system that created it rather than loading that data into a master database. This isn’t really a new idea – it’s called federated access and has been around for decades.

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