Customer Experience Matrix

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#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. Distribute the pieces among your uber-ironic friends and have them write on the back of each piece what customer segment would find the image most interesting. So here goes. Let’s start at the beginning.

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. But that''s exactly why I needed to write this. I have no trouble talking about that.

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

Customer Experience Matrix

I’ll try to write about them once that happens. 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.* Automated content creation is already available to a surprising degree and will only get better. By that standard, predictive analytics is still far from overcrowded.

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

Customer Experience Matrix

It's an interesting piece of news but I'm personally disappointed at the timing because I have been planning all week to write a post about the relationship between predictive analytics and account-based marketing (ABM). But, getting back to last week's conversations, what really struck me was a less obvious connection of ABM and predictive to content.

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. C – Create Compelling Content.

Will Machines Replace Marketers? Artificial Intelligence Isn't Ready Yet But Watch Your Back

Customer Experience Matrix

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. Content Creation Ironically, the most common reaction when I bring up machine-based marketing seems to be “well, they'll never write copy”. Message selection includes content recommendations and personalization.

Oh Shiny! Cool Marketing Technology I'd Evaluate in Detail if I Didn't Keep Getting Distrac.Oh Shiny!

Customer Experience Matrix

To do this, it analyzes search terms and content on the client’s and competitors’ Web sites, identifies opportunities for new promotions, and then (almost) automatically creates landing pages tailored to each search term. I’m intrigued enough to write this paragraph and send them an email requesting a briefing. The company was founded in 2012 with a public launch in September 2013.

MarTech Conference: Some Random Impressions and Interesting New Vendors

Customer Experience Matrix

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. Some of the unfamiliar ones I found most intriguing were (in alphabetical order): - Acrolinx : very sophisticated scoring of content to match its tone, complexity, subject, and other attributes to target audiences. It doesn’t write copy but does analyze the copy you give it. Or maybe the second MarTech experience is inherently less ground-breaking than the first.

BrightInfo: Content Recommendations Made Simple

Customer Experience Matrix

I spent much of last year writing about Customer Data Platform systems and have reviews on tap for a half dozen more. Today''s topic is BrightInfo , which uses semantic technology to automatically recommend the most relevant content to Web site and blog visitors. content recommendations customer data platform recommendation engines semantic analysis text analysis

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. C – Create Compelling Content.

Silverpop Announces Universal Behaviors to Provide Better Cross Channel Customer Experience

Customer Experience Matrix

Once Universal Behaviors are loaded into Silverpop, they become available within the system for queries, program triggers, rules within programs, dynamic content, personalization, scoring, and analysis – pretty much anything that could be done with standard Silverpop data. Silverpop has also created native integrations with Adobe and Episerver Web content management systems. These let those systems submit a visitor ID to Silverpop and receive Silverpop data to use in dynamic content and personalization. But it has partners who fill that gap.

VEST Report: Analytics Tops List of Upgraded Marketing Automation Features

Customer Experience Matrix

But the elation lasted about two minutes, since I then had to write a press release announcing it. The challenge with that is you need a “news hook”, meaning something that gives reporters a reason to write about your story. In fact, if you count lead scoring and content testing as part of analytics, seven of the dozen items fell into that category. Who knew?

What Really Creates Marketing Automation Success: Data from Gleanster

Customer Experience Matrix

I was principal author for much of the document and drafted the survey questions, although I didn’t write the individual vendor profiles or administer the survey. (I’ll For the combined group, the top two challenges cited were data quality and creating content; the next three were poor marketing processes, lack of staff, and selecting metrics. This is a really interesting divergence.

Bizo and DemandBase Lead B2B Marketing Automation to Web Advertising and Beyond

Customer Experience Matrix

That could serve as a pretty complete summary of the state of the art for B2B marketing today, especially if you consider “content marketing” as implicitly included. Equally helpful to me personally, it reinforced my intention to write about Bizo and DemandBase, both of which have recently briefed me on their latest product extensions. Marketing automation, Web analytics, and Web content management systems can all access this data via API calls for analytics and as inputs to their own selection and treatment rules. Let’s start with DemandBase. So much for the mechanics.

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. C – Create Compelling Content.

Selligent Brings a New B2C Marketing Automation Option to the U.S.

Customer Experience Matrix

I’m writing this post on my old DOS-based WordPerfect software, to get in the proper mood for discussing business-to-consumer marketing automation.* Back in the realm of the normal, Selligent also offers a graphical email/Web page designer that supports the usual design features, personalization, dynamic content. A deep dive left me seriously impressed. Did I mention hints of almond?

B2C 50

Optify Lets Agencies Provide Small Business with Marketing Automation, Distributed Marketing, and Sales Enablement

Customer Experience Matrix

I only mention this because I’ve recently been looking at a lot of new (to me) vendors and haven’t been able to write about many of them. By contrast, the fourth trend seems to be driven by recognition that small business presents a huge opportunity. I’ll use the extremely scientific approach of selecting Optify, since it appears in all four categories. That''s theme number three.

Vendor Selection: Writing a Good Requirements Document

Customer Experience Matrix

But don’t think you’re writing the document for vendors. This would include segmentation rules, content creation, processing logic, CRM integration, lead scoring, and any other tasks required to run the program. My last two posts (not counting this morning’s detour into Marketo-land) described common errors marketers make when selecting marketing automation systems.

Social Media Features in Marketing Automation Systems: Who Does What?

Customer Experience Matrix

Social media is arguably overhyped as a marketing trend: it gets well under 10% of marketing budgets (different surveys have figures from 3% to 8%) and results are questionable (it was rated the least effective content marketing tactic in a recent MarketingProfs study ). Social platform integration: using native features of the social platforms by writing to their APIs.

Claritix Assembles Marketing Data for Analysis: Maybe That's Enough

Customer Experience Matrix

Imported data includes contacts, funnel stages, campaigns, channels, revenue, and content. There is no capability, for example, to write the assembled data back to source systems for their own use. Most of the work in any marketing analytics project is integrating data from multiple systems. No fancy attribution methodologies or custom journey maps here (although they’re on the way).

YesPath Takes Its Own Route to Managing ABM Journeys

Customer Experience Matrix

Model inputs include content consumption as sourced from Bombora, behaviors captured by a YesPath Javascript tag on the marketers’ own Web site and emails, and campaign responses imported from CRM ( Salesforce.com only so far) and marketing automation (the first integration will be announced shortly). The system could apply machine learning to select content delivered by an action, but most YesPath clients have so far preferred to select the content in advance. Most of these tools will eventually add ABM features if they don’t have them already. persona-based programs.

Predictions for B2B Marketing in 2011

Customer Experience Matrix

But I happened to write one in response to a question at the Focus online community last week. But enterprise marketers have additional needs related to scalability, content sharing and user rights management, which SMB systems are not designed to address. The content explosion implodes: marketers will rein in runaway content generation by adopting a more systematic approach to understanding the types of content needed for different customer personas at different stages in the buying cycle. So I figured I'd share it here as well. SMB systems will lead the way.

SMB 41

Blueshift Offers a Simple B2C Customer Data Platform

Customer Experience Matrix

It’s just over two years since I started writing about Customer Data Platforms. But even the B2C CDPs rely on external systems such as email agents and Web content managers to deliver the campaign messages. Blueshift lets users specify a sequence of steps by filling out forms to define the segment, channel, and content template for each step and time between steps. Content templates do incorporate some visualization, as well as tokens for personalization and machine learning-based product recommendations. How low? How simple? Well, one measure is implementation time.

How to Get the Most from Social and Behavioral Data: Webinar, March 19

Customer Experience Matrix

In fact, I only mention it to explain why I haven’t been writing with my usual frequency and why this post is relatively brief. But I did finish my research before they packed up our computers, so the content itself will be solid. Raab Associates has been gradually relocating from New York to Pennsylvania over the past two weeks. You can register here.

Useful Tips from Inbound Marketing Summit and Hubspot User Group

Customer Experience Matrix

Web Content Management panel with leaders from Bridgeline, Sitecore, Percussion, and Ektron - content management systems have evolved to deliver personalized customer experiences across all channles - I only mention this because it supports my own view that Web content systems are candidates to encompass the marketing automation industry. I spent three days last week at the Inbound Marketing Summit and Hubspot User Group in Boston. These featured a flock of first-rate speakers who presented more useful information than I can jam into a single blog post. and 4 to 6 p.m.;

Balihoo Offers "Local Marketing Automation" for Channel Partners

Customer Experience Matrix

content distribution with pre-packaged campaigns in email, direct mail, mobile, online ads, print, and broadcast media. Analyzing this table is easily worth a post of its own but I doubt I’ll have time to write it. So I'll make do with a few quick observations: - pretty much every system in the space provides content distribution and localization for print and email. Bear in mind that there are plenty of other products that focus strictly on content distribution. Either is a big step beyond basic content distribution. So it was worth taking a look.

Dueling Strategies: Adobe and Oracle Take Opposite Paths to Customer Experience Management

Customer Experience Matrix

The platform fills the center of Adobe’s three-part corporate mission to “make, manage, and measure” digital content and experiences. The other two pieces were already in place: “make” is Adobe’s original content creation business, while “measure” is Omniture Web analytics. But Adobe also explicitly limits its scope to digital channels, and implicitly limits its concern to content creation, delivery, and evaluation. Otherwise, Adobe expects even digital content such as emails to be delivered by third party products. Good stuff but nothing earth-shaking.

A Framework for Real Time Decision Management: How SAS RTDM Fits In

Customer Experience Matrix

integration with campaign and content systems. Early decision systems were not connected to outbound campaign managers or to content stores. Regarding content: the decision systems traditionally returned a content ID that the execution system converted to actual content internally. The systems returns tags, IDs or URLs but not actual content.

My List of Demand Generation Vendors, and Who They Sell To

Customer Experience Matrix

Clever of me to write this while they're all distracted by DreamForce , don't you think?) - Entrepreneurs: these products are aimed at companies where the owner does their own marketing, or perhaps one employee who does marketing along with other functions. Similarly, functionality is generally comparable although they may be less sophisticated at some tasks such as dynamic content generation (automatically altering an email or Web page based on lead characteristics) and branching campaign flows. I also promised a blog post on the topic. Here it is.

ClickDimensions Grows Quickly by Offering B2B Marketing Automation as a Microsoft Dynamics CRM Add-On

Customer Experience Matrix

The system already provided dynamic email content, although users have to write the selection rules in a scripting language – something many marketers will find intimidating. When I first wrote about ClickDimensions in a February, 2011 post , the concept was intriguing – a marketing automation add-on to Microsoft Dynamics CRM – but the product itself had been available for less than six months and claimed barely 50 clients. Sounds like the idea has legs. The product has matured as well. The most important addition is a flow builder that supports branching campaigns.

What Makes QlikTech So Good?

Customer Experience Matrix

Perhaps I’ll write about them some other time. disclaimer: although Client X Client is a QlikTech reseller, they have no responsibility for the contents of this blog.). To carry on a bit with yesterday’s topic— QlikTech fascinates me on two levels: first, because it is such a powerful technology, and second because it’s a real-time case study in how a superior technology penetrates an established market. in a future post. Perhaps I shall. But I think it’s important to first explain exactly just what makes QlikView so good. What they barely do is discuss the technology itself.

Open Letter to Scott Brinker: Suggestions for Next MarTech Conference

Customer Experience Matrix

And, as an aside, I’m astounded that you found time to write a blog post on the Stackies within a day of the conference ending. Perhaps we could have one of the automated content generation vendors read all the vendor materials and write optimal signs for them! I’d love to see a track of sessions analyzing product groups within the big landscape: i.e., one for marketing automation, one for content marketing, one for marketing analytics, etc. Dear Scott: Congratulations to you and Third Door Media on another great MarTech conference. Do you NEVER sleep?) Best, David.

Venntive Adds Communities to Small Business Marketing Automation and CRM

Customer Experience Matrix

One problem with writing about a system like Venntive is evaluating its huge number of features. In some parallel universe where sleep is optional, I would have explored each function in depth before writing about it. They can include social sharing buttons, surveys, event links, contact data, or dynamic content selected by embedded if-then rules. So far pretty normal.

SMS 2

Blog Posts I'll Never Write (With Apologies to Borges)

Customer Experience Matrix

In that same spirit, here are summaries of three blog posts I doubt I’ll ever have time to actually write. Next look at the content of the mentions: are they positive or negative? Finally, really understand the content, taking into account things like sarcasm and emoticons, and maybe convert this into some sort of long-term attitude measure (enthusiastic, skeptical, objective, etc.). Jorge Luis Borges wrote surreal stories that dealt largely with the nature of literature and authorship. The Future of Technology Analysts. by veteran consultant Graham Hill.

Act-On Software Stresses Ease of Use

Customer Experience Matrix

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. So let me try again. Act-On has over 200 clients.

Coremetrics Survey: Online Marketers Eager to Consolidate Data Across Channels

Customer Experience Matrix

For example, “manual onsite cross-selling promotions and product recommendations” has a higher deployment rate (63%) than “manual onsite personalized content and recommendations” (49%). That said, it’s still interesting that the survey shows personalized email (52% deployed) as not significantly more common than personalized advertising (50%) or personalized site content (49%). Sweet.

B2B Marketing University Part 2: Marketing Content Has to Work Harder

Customer Experience Matrix

Summary: As marketers add more content to meet needs throughout the purchase cycle, they must work harder to ensure prospects actually read it. One of the emergent themes at Tuesday’s session of the B2B Marketing University was the growing importance of marketing “content”. But much of the information now delivered through Web interactions was previously delivered in person by salespeople, who could just talk or write an email. Since Web interactions require formally prepared “content”, the need for content has grown. This isn’t really a contradiction.

Aberdeen Predicts Web Content Systems Will Add Marketing Automation: I Agree, But.

Customer Experience Matrix

Summary: a new Aberdeen Group report argues that Web content management systems should add customer management features and will ultimately compete with traditional marketing automation products. I’ve been convinced for some time that Web content management systems (CMS) will become important platforms for marketing automation. Aberdeen Group’s report Next Generation Web Content Management makes a convincing case for a similar position. Marketers now have to embrace the customer centric shift and deliver relevant, timely content when and where the buyer wants to receive it.

MarketingPilot Offers Integrated Marketing Management for Mid-Size Companies

Customer Experience Matrix

Yesterday's acquisition of AssetLink by SAS has prompted me to finally write about MarketingPilot , a vendor I've been following since its launch nearly ten years ago. Here's a quick inventory of strengths and weaknesses: - just about any MRM feature you can imagine: planning, budgeting, project management, vendor management, media buying, content management, creative mark-up, approval workflows, etc. Since then it has expanded steadily to encompass the full range of marketing resource management and then gone ahead to add marketing database management and campaign execution.