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. It gives a strategic focus to your content planning, and readers of this blog know I’m a sucker for strategic focus. Measure wisely. Definitely worth the trip.

Conference 120

Conference B2B B2B Sales Planning 120

Customer Experience Matrix

FEBRUARY 15, 2016

Few systems for marketing strategy. 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. Decider systems for design.

Work Management 120

Work Management Marketing Management Planning Classified Ads 120

Customer Experience Matrix

NOVEMBER 14, 2016

One feature that did strike me as innovative was closer to HubSpot’s roots in search marketing: a new “content strategy” tool reflecting the shift from keywords to topics as the basis of search results. 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

JUNE 27, 2013

Adobe obviously has a leadership position in content creation, although I’ve never felt that does much good in selling customer management systems. (To More important, Adobe also has an unmatched position in Web analytics, Web advertising, and Web content management.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Automation Marketing Management 120

Customer Experience Matrix

MAY 17, 2016

ABM needs an extension of your existing stack, just as ABM itself is an extension of your existing marketing strategies. The joke in that is, there’s no such thing: you’d no more want a separate ABM stack than you’d want a stack for people in California or customers in the insurance industry.

Account Based Marketing 149

Account Based Marketing Conference ABM Funnel Advertising 149

Customer Experience Matrix

JULY 3, 2014

Indeed, this strategy has succeeded for many vendors: ExactTarget, Responsys, Silverpop, and Neolane all grew from mostly-email to broader systems that were purchased by larger vendors as the foundation of an all-compassing marketing suite. so those treatments lead the customer in a profitable direction. Finally, we come to services.

Work Management 120

Work Management Marketing Management Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

SEPTEMBER 18, 2011

Business marketers can find plenty of books on broad strategies and plenty of other books on specific tactics. Needles is a well-known industry leader who is Chief Strategy Officer at demand generation agency Leftbrain DGA. These fall under two major headings of content marketing and lead management.

Demand Generation Agencies 120

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

Customer Experience Matrix

JULY 20, 2016

The other part – marketing operations functions including planning, workflow, asset management, content distribution, and analytics – will reemerge under the Aprimo brand and be merged with distributed marketing specialist Revenew , which Marline also announced today it has just acquired. with BlueHornet. Good luck to all concerned!

Enterprise Management 120

Enterprise Management Resource Management Marketing Management Distribution 120

Customer Experience Matrix

JANUARY 22, 2013

The investment can be read as validation of Infusionsoft’s strategy of offering unified marketing automation, CRM, and ecommerce exclusively for very small businesses. It's certainly true that more companies are following the human services strategy and reporting good success.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Work Management Marketing Automation 120

Customer Experience Matrix

APRIL 24, 2015

The company tags its publishers' content with a 2,300-topic taxonomy, allowing it to associate visitors with intent based on the topics they consume. It’s a “Bombora inside” strategy and makes perfect sense: everything’s better with data. It identifies visitors based on IP address, domain, and registration forms on the publisher sites.

Bombora 120

Bombora Co-Registration B2B Advertising Agencies 120

Customer Experience Matrix

MARCH 24, 2016

I’ll also complain that many vendors lacked signage that explained what they did – not your fault, of course, and maybe a conscious strategy to force people to engage? Perhaps we could have one of the automated content generation vendors read all the vendor materials and write optimal signs for them! On to suggestions for next year.

Conference 120

Conference Marketing Automation Services Peer-to-peer Vendors 120

Customer Experience Matrix

JANUARY 5, 2012

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. As I wrote in a post last December , several strategies have emerged to deal with this challenge.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Work Management Automation 120

Customer Experience Matrix

OCTOBER 14, 2016

That approach – putting marketers in control by giving them a system pre-tailored to their needs – is very much the CDP strategy. 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

JUNE 28, 2015

Players retain all blocks they remove in their own stack, whose contents must remain visible to other players. But from a game design point of view, it adds strategy considerations such as picking the required blocks sooner and blocking other opponents from completing their stack. That makes the game considerably more interesting.

Rules 120

Rules Conference Vendors Internet Marketing 120

Customer Experience Matrix

JUNE 4, 2013

The smart ones (and that''s most of them) already have a strategy in place to differentiate themselves from the big industry leaders. A truly complete customer-facing solution would encompass Web content management as well. Indeed, I see many Web content management vendors already adding marketing automation-type features.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

FEBRUARY 9, 2012

What they found “too hard” wasn’t the software, but the planning and content creation needed for serious marketing automation. None of this means that “ease of use” is a bad strategy for NurtureHQ and others. There are some already tools to help generate content, such as systems for news curation and video posting.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

NOVEMBER 17, 2010

Marketo's strategy has been clear from the start: spend heavily to establish a strong position despite a relatively late start in the market. As one of their competitors snippily commented on Twitter, "Does that make the total $50M or $60M? I lost track." I've lost track too, but it doesn't really matter.

Marketo 120

Marketo Demand Generation Lead Ranking Marketing Automation 120

Customer Experience Matrix

OCTOBER 2, 2011

The conference yielded a clear picture of HubSpot’s business strategy for the coming year. This strategy has two main elements, which were set out by CEO Brian Halligan in his keynote: - expansion to “middle of funnel” marketing. These include segmentation, building lead scoring models, and content selection.

Marketing Automation Services 120

Marketing Automation Services Top of Funnel Work Management Hubspot 120

Customer Experience Matrix

FEBRUARY 21, 2016

That’s a pretty sharp divergence but it eerily matches my observations last week about the landscape of machine intelligence systems for marketing: virtually no systems attempt to manage marketing strategy and planning, but a great many systems can automate supporting tasks such as trend analysis and data extraction.

Studies 120

Studies Marketing Management Planning Marketing Proposals 120

Customer Experience Matrix

MARCH 6, 2016

These changes were evolutionary at best, but company leaders made clear this was on purpose: their current strategy is to make small improvements to ease of use, not add major new or deeper features. So it's worth a look. DialogR could open this up to many more marketers, providing value for their businesses and customers alike.

Small Business Marketing 120

Small Business Marketing Work Management Marketing Management Planning 120

Customer Experience Matrix

SEPTEMBER 27, 2012

But I think it’s worth pondering anyway, if only as an interesting case study in business strategy. As with AdWords, a radically simpler marketing automation system would just ask users to make a handful of basic decisions about content and target audience, and would build everything else automatically.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Adwords 120

Customer Experience Matrix

MARCH 9, 2011

I started last week to write a review of Act-On Software’s latest release but got distracted by the larger and sexier question of Act-On’s business strategy. In Act-On's case, unusual advantages include: - “smart” content blocks that can be embedded like widgets in emails and Web pages. This simplifies content creation.

Act-On 120

Act-On Marketing Automation Services Work Management Marketing Management 120

Customer Experience Matrix

OCTOBER 17, 2012

I discussed some of this in last month’s post on ways to dominate the marketing automation industry : my preferred strategy, of radically easier execution, specifically depends on better analytics to make the systems automatically do more of the work in campaign design, execution, and optimization.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

MAY 23, 2012

Marketing plans should be based on corporate strategy, but long-term goals fade into the background once marketers start making tactical choices based on day-to-day results. Marketers should realize that the contents of this dashboard will change over time as their focus shifts to different programs and strategic goals.

Lead Ranking 120

Lead Ranking Contingency Planning Planning Lead Scoring 120

Customer Experience Matrix

OCTOBER 21, 2010

They also agree they have much work to do: - only 3% of CMOs and 1% of CIOs said their company was heavily committed and invested in interactive digital marketing strategies” - just 8% of CMOs and 6% of CIOs said they had fully integrated online and offline analytics But the relationship is far from perfect.

CMO 120

CMO Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

JUNE 1, 2007

ActiveStrategy builds scorecards that are specifically designed to link top-level business strategy with lower-level activities and results. Dashboards aren’t intended for detailed analysis, or even great precision, but rather summary information, abbreviated in form and content, enough to highlight exceptions and initiate action.”

Software 120

Software Display Vendors Tagging 120

Customer Experience Matrix

JANUARY 25, 2008

As I’ve mentioned before, Alterian has pursued a relatively quiet strategy of working through partners—largely marketing services providers (MSPs)—instead of trying to sell their software directly to corporate marketing departments. It was Alterian 's turn this week in my continuing tour of marketing automation vendors.

Enterprise Management 120

Enterprise Management Work Management Marketing Automation Services Marketing Management 120

Customer Experience Matrix

AUGUST 21, 2009

Neither group provides tools to build and manage a major corporate Web site (generally called "Web content management", although I've labeled it "Web site management" in the following table). The landing pages, forms and related content management that these systems do provide are only designed to let marketers supplement an existing site.

Marketing Automation Services 120

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

Customer Experience Matrix

MARCH 22, 2010

Ultimately, this line of reasoning concludes, marketing services agencies compete on database management, analytics, marketing strategy and client service, so software is a poor investment for their necessarily limited resources. Marketing content can be uploaded and edited within the system and then shared across campaigns.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Multi-Channel 120

Customer Experience Matrix

NOVEMBER 2, 2007

The system will store this information at the lowest level possible (preferably, down to individual interactions) and with the greatest detail (specifics about customer demographics, promotion contents, service issues, etc.), so all different kinds of analysis can be conducted on the same base.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

AUGUST 30, 2007

For example, the way you test pricing strategies is to offer different prices in the marketplace and see how customers react. I’d further suggest that many standard marketing measures, such as margin analysis, cross-sell ratios, and retail coverage, address those areas directly. Same for product testing and cross-sales promotions.

Paid Search Agency 120

Paid Search Agency Ads Cross-Selling Distribution 120

Customer Experience Matrix

JULY 30, 2009

Yesterday’s post described one strategy to sell marketing automation to small businesses: provide a specific, turnkey service that requires virtually no skill or effort from the user. For example, the blogging system automatically connects the blog to social media sites that help to redistribute content. But maybe that’s just me.

Small Business Marketing 120

Small Business Marketing Bundling Work Management Paid Search Agency 120

Customer Experience Matrix

NOVEMBER 15, 2007

This is an accurate reflection of SAS’s fundamental software strategy, which is to leverage generic capabilities by packaging them for specific business areas. Loyal readers of this blog know I divide a complete marketing system into five components: planning/budgets, project management, content management, execution, and analytics.

Resource Management 120

Resource Management Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

MAY 7, 2015

Of the three broad tasks I defined – planning, content creation, and execution – only content creation is served by what I consider to be strong AI* solutions. Business and marketing strategies are often compared to chess, a game that AI systems can famously play better than humans.

Marketing AI 120

Marketing AI Paid Content Work Management Lead Ranking 120

Customer Experience Matrix

MARCH 28, 2018

The could of course be an excellent acquisition strategy but we don’t know if it’s what Adobe has in mind. (I It’s true that the Cloud Profile could in theory be used on its own but Adobe would need to price it very aggressively to attract companies that don’t already own other Adobe components.

Ideal Customer Profiles 120

Ideal Customer Profiles Marketing Automation Services Profiling Marketing Management 120

Customer Experience Matrix

NOVEMBER 1, 2013

This means the platform strategy provides less value than many vendors and investors assume, although it may be needed for competitive parity. To me, this is a big problem with the platform strategy: even though third party vendors would like to connect with as many platforms as possible, there’s at least some cost in adding each new partner.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Marketing Automation 120

Customer Experience Matrix

DECEMBER 6, 2011

I’m most familiar with SDL as a Web content management vendor, although their financial statements show that just over 75% of their revenue comes from manual and automated language translation. I’d still argue the strategy was correct, but that Alterian didn’t have the financial resources or market clout to execute it.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Marketing Automation 120