Customer Experience Matrix

NOVEMBER 14, 2016

Maybe it's me, but the show seemed to lack some of its usual self-congratulatory excitement: for example, CEO Brian Halligan didn’t present the familiar company scorecard touting growth in customers and revenues. (A HubSpot’s tool helps marketers find the best topics to try to dominate with their content.

Marketing Automation Services 0

Marketing Automation Services Hubspot Conference Marketing Automation 0

Customer Experience Matrix

NOVEMBER 6, 2017

Here’s a quick look at two products that tackle different parts of the attribution problem: content measurement and advertising measurement. Its specialty is measuring the impact of marketing content on long B2B sales cycles. TrenDemon does a bit more than correlate content consumption and final outcomes.

Marketing AI 120

Marketing AI Click Fraud Paid Search Agency Allocation 120

Customer Experience Matrix

APRIL 26, 2024

Has anyone asked you recently about the past, present, and future of Customer Data Platforms? For example, if AI starts to create a huge variety of content personalized for each individual, that makes result analysis vastly more complicated. That's odd; people ask me those questions all the time. Here are my current answers.

Enterprise Management 156

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 156

Customer Experience Matrix

MAY 17, 2016

As often happens with these presentations, putting together a coherent treatment of the topic forced me to think things through in a bit more detail than I had previously. The other thing that often happens with these presentations is I spend way too much time picking images for my slides.

Account Based Marketing 149

Account Based Marketing Conference ABM Funnel Advertising 149

Customer Experience Matrix

FEBRUARY 21, 2016

This in turn got me thinking about my presentation on machine learning systems at the MarTech conference in March. 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.

Studies 120

Studies Marketing Management Planning Marketing Proposals 120

Customer Experience Matrix

AUGUST 25, 2016

Most Execution firms in the Guide specialize in a particular channel, such as display advertising, social media advertising, Web content, or email. Differentiators include: channels supported (display advertising, social advertising, CRM, marketing automation, email, direct mail, telemarketing, text, mobile apps, content syndication, etc.)

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Account Based Marketing 120

Customer Experience Matrix

JUNE 3, 2017

Rules can draw on machine learning models that predict content affinity, churn, lifetime value, near-time purchase, and engagement. At present, users have to control this manually through campaign and message rules. Clients can use the standard models or tweak them to fit special needs.

Loyalty 120

Loyalty Enterprise Management Ideal Customer Profiles Work Management 120

Customer Experience Matrix

AUGUST 21, 2018

European Union puts teeth in regulations that require removal of extremist content within one hour. Google, Apple and Microsoft are six, eight, and nine. Facebook isn’t anywhere on the list. California legislature passes strong data privacy law. advertisers infatuation with blockchain is starting to fizzle. But all is not perfect.

Privacy Policies 149

Privacy Policies Privacy Salesforce.com Amazon 149

Customer Experience Matrix

MARCH 24, 2016

Attendees I spoke with were uniformly pleased with the quality of the presentations. Perhaps we could have one of the automated content generation vendors read all the vendor materials and write optimal signs for them! We could have a speech recognition vendor listen to the presentations and score them for buzzword bingo.

Conference 120

Conference Marketing Automation Services Peer-to-peer Vendors 120

Customer Experience Matrix

NOVEMBER 3, 2018

Decision systems include several categories such as marketing planning and content management, but the most relevant here are analytics, including segmentation and predictive models, and personalization*, which selects the best message for each individual. There are some extra cost and effort involved but in some situations they're worth it.

Marketing Automation Services 325

Marketing Automation Services Work Management Marketing Management Multi-Channel 325

Customer Experience Matrix

MAY 8, 2014

As some who spends more time creating content than pondering it, I appreciated the opportunity to put content generation in a more broader perspective. Brent Adamson of the CEB presented the Challenger Sales and Marketing models, which have been around for a few years now but still impress me. Measure wisely.

Conference 120

Conference B2B B2B Sales Planning 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). Not that I'm bragging or anything.)

Salesforce.com 120

Salesforce.com Enterprise Management Marketing Automation Services Marketing Management 120

Customer Experience Matrix

DECEMBER 13, 2014

But the best part of my recent presentation with BlueConic was listening to the voice of someone else’s experience: in this case, the experience of more than 60 BlueConic clients, distilled into a maturity model that traced the stages they passed through on their way to full customer-centric marketing. Segments don’t enter into it.

Paid Search Agency 120

Paid Search Agency Advertising Agencies Multi-Channel Work Management 120

Customer Experience Matrix

OCTOBER 7, 2017

I gave my presentation on Self-Driving Marketing Campaigns at the MarTech conference last week. Most of the content followed the arguments I made here a couple of weeks ago, about the challenges of coordinating multiple specialist AI systems. That now strikes me as less of a barrier.

Marketing AI 168

Marketing AI Work Management Marketing Management Marketing Analytics Tools 168

Customer Experience Matrix

JULY 3, 2014

Rotating banners on the company Web site position StrongView as a “product platform” and “marketing cloud” as well as mentioning “cross-channel lifecycle marketing”, “present tense marketing”, “true one-to-one communication” and “the first customer insight solution supporting unlimited cross-channel interaction data”.

Work Management 120

Work Management Marketing Management Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

MARCH 9, 2015

The last three minutes of my MarTech Conference presentation are driving me crazy. Some will be the topic of other MarTech presentations. 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.

Marketing Automation Services 120

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

Customer Experience Matrix

JUNE 4, 2014

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.* So it''s correct that results ultimately depend on users rather than technology, but not in the simplistic way this is often presented.

Marketing Automation Services 120

Marketing Automation Services Customer Surveys Marketing Automation Planning 120

Customer Experience Matrix

JULY 15, 2013

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. As with Recommendations, users are presented with a list of messages they can review and reply to individually as appropriate.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Social Marketing 120

Customer Experience Matrix

JUNE 27, 2014

Reports also show which categories of data are contributing the most to the scoring models: this is more information than some systems provide and is presented quite understandably. At present, Fliptop only sends scores to other systems. Infer takes a similar approach.)

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Reachforce 120

Customer Experience Matrix

APRIL 27, 2017

Infusionsoft has always presented combined methodical management of its own business with evangelical cheerleading for its small business clients. For example, prebuilt campaign templates typically require users to create or customize the actual content, and often require them to set up campaign flows following cookbook-style directions.

Marketing Automation Services 0

Marketing Automation Services Marketing AI Work Management Marketing Management 0

Customer Experience Matrix

MAY 21, 2015

On the other hand, Tereadata seems to have something of a blind spot regarding advertising and anonymous customers: I got mixed messages from the various Teradata presentations about whether it considers support for paid media as part of its marketing applications. Teradata itself sees its primary differentiator as analytics.

Resource Management 120

Resource Management Hubspot Marketing Automation Services Enterprise Management 120

Customer Experience Matrix

OCTOBER 14, 2016

Its solution was to automate every step of the marketing measurement process as much as it could, using machine intelligence to identify information within new data sources, map those to a standard data model, present the results in dashboards, and uncover opportunities for improvement.

Work Management 120

Work Management Marketing Management Analytics Paid Search Agency 120

Customer Experience Matrix

JUNE 28, 2015

Players retain all blocks they remove in their own stack, whose contents must remain visible to other players. Remaining players are given one point for each group that is present in their stack. Play continues until the stack falls or all players have passed in sequence. Scoring: the player who causes the stack to collapse loses.

Rules 120

Rules Conference Vendors Internet Marketing 120

Customer Experience Matrix

MARCH 4, 2014

Users can assign spending limits, frequency caps, and ad contents to individual businesses or to lists of businesses. This allows marketers to send different contents to companies as the marketing automation system tracks them through different stages of the buying process. It provides more global coverage than U.S.-centric

Top of Funnel 120

Top of Funnel Advertising Funnels Paid Search Agency Display 120

Customer Experience Matrix

APRIL 13, 2016

The treatments are usually executed through external systems such as email service providers, CRM, or Web content management. Message contents can be drawn from a repository within ONE or from an external asset library. The key feature of these systems is they select customer treatments based on movement through a journey map.

Marketing Automation Services 120

Marketing Automation Services Work Management Ideal Customer Profiles Marketing Management 120

Customer Experience Matrix

FEBRUARY 27, 2013

This is pretty much consistent with a presentation last week by Oracle CEO Mark Hurd, along with Payne and Oracle EVP for Product Development Thomas Kuria. Oracle’s presentation showed they understand this quite clearly, and see exactly how Eloqua contributes to a solution.

Eloqua 120

Eloqua Marketo Marketing Automation Services Marketing Management 120

Customer Experience Matrix

NOVEMBER 30, 2011

The workbook was sponsored by SalesFusion , although they didn't influence the contents. I won’t be presenting but you'll get great information and a copy of the new workbook. The workbook lays out the types of integration, types of issues to consider, how to understand your needs, and how to assess vendor capabilities.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation CRM Features 120

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. Sadly, the audience didn’t seem to share my fascination with arcana (did you know that the Chinese invented paper in 100 CE? that Return on Investment analysis originated at DuPont in 1912?)

Marketing Management 0

Marketing Management Telemarketing Paid Search Agency Television marketing 0

Customer Experience Matrix

MAY 24, 2016

It's that when you strip away everything except what meets the customer’s present need, you lose the opportunity to communicate other messages that might serve your long term purposes. This leads towards materials like interactive content (which both is engaging and gathers information to tailor the next offer) and metrics like engagement.

Mobile Marketing 136

Mobile Marketing Conference CRM Mobile Advertising 136

Customer Experience Matrix

JANUARY 5, 2012

This makes it even easier for me to doctor photographs for my presentations. More specifically, the wall represents the effort of a traditional best-practice approach, which requires reviewing all marketing processes, designing new programs, creating new content, and working out alignment with sales.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Work Management Automation 120

Customer Experience Matrix

JANUARY 15, 2010

Summary: Autonomy is a leader in enterprise search and content management (it owns Interwoven). Its concept of "Meaning Based Marketing" comes quite close to my idea of "content grazing" as a way to reduce marketing complexity while delivering the right content to each customer or prospect. Automatically.”

Multivariate analysis 120

Multivariate analysis Enterprise Management Automation Work Management 120

Customer Experience Matrix

DECEMBER 4, 2012

Content personalization is especially sophisticated, supporting dynamic content (i.e., conditional logic) within templates; drawing personalization variables from user, partner, contact, and other tables; and providing precise control over which content attributes can be edited by a salesperson or other end-user.

Marketing Automation Services 120

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 120

Customer Experience Matrix

APRIL 2, 2015

Several presenters diagrammed the actual marketing systems in place at their companies. In fact, the very variety was intriguing: everything from content management to reporting to predictive modeling to social intelligence to data enhancement to plain old marketing automation. Many firms were familiar to me but others were new.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

AUGUST 8, 2015

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. A smaller portion comes from other behaviors such as downloads, email clicks, or social media posts.

Intent Data 120

Intent Data Intent Bombora Top of Funnel 120

Customer Experience Matrix

JULY 10, 2012

A campaign that just presented the most relevant materials would have a vastly simpler structure – essentially a big loop that kept coming back with more messages, which would only differ in which offers they included. Of these two proposals, the first one is the more radical since it implies a change in the structure of nurture campaigns.

Top of Funnel 120

Top of Funnel Marketing Funnels AIDA Lead Ranking 120

Customer Experience Matrix

SEPTEMBER 18, 2011

These fall under two major headings of content marketing and lead management. This is the concept of “Demand Process Integration”, which he calls a framework to connect content management with lead management so they reinforce each other. The discussion then switches to tactics. Needles saves his own contribution for last.

Demand Generation Agencies 120

Demand Generation Agencies Demand Peer-to-peer Work Management 120

Customer Experience Matrix

AUGUST 20, 2012

An item present in every system would have a score of 2.0. Less predictably, there’s little change in reporting, CRM integration, database design, features targeted at ease of use, content creation, and pricing models. Items with the greatest change in average score are the ones that vendors are adapting most rapidly. Stay tuned.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Marketing Report 120