Customer Experience Matrix

JULY 1, 2023

Like everyone else in martech land, I’ve been pondering the future of marketing in a world populated with AI. Most research I’ve seen agrees with this Hubspot report that marketers’ top application for generative AI has been content creation (48%), followed closely by data analysis (45%) and learning how to things (45%).

Best Practices 177

Best Practices Work Management Differentiation Marketing Management 177

Customer Experience Matrix

FEBRUARY 7, 2016

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. The algorithmic approach is certainly preferred by most marketers, since it is based in actual data rather than marketers' (often inaccurate) assumptions.

Marketing Attribution 120

Marketing Attribution Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

MAY 30, 2014

I’m drafting this on the way back from the excellent Business Marketing Association conference in Chicago and the pilot has just announced we’re starting our descent to Philadelphia. But those felt like a more expository mode, describing solutions but not really offering to help marketers make the transition.

Conference 120

Conference Peer-to-peer Business Case Study 120

Customer Experience Matrix

JULY 31, 2015

Yesterday I released the mid-year edition of the VEST Report on B2B marketing automation vendors, thereby meeting my self-imposed deadline of July 31. Here are some observations: - market positions are pretty stable. That, of course, relates to the convergence of martech and ad tech into “madtech” that I've written about before.

Marketing Automation Services 120

Marketing Automation Services Marketing Report Marketing Automation Paid Search Agency 120

Customer Experience Matrix

OCTOBER 22, 2017

In the context of marketing systems, though, a POC is usually not so much an experiment as a partial implementation of an existing product. Of course, software buyers have always watched system demonstrations. What's being proven is the system's ability to execute key functions on the buyer's own data and/or systems.

Work Management 136

Work Management Marketing Management Marketing Automation Services Software 136

Customer Experience Matrix

FEBRUARY 5, 2015

I just finished the latest release of the B2B Marketing Automation Vendor Selection Tool , a.k.a. Of course, none of this is your concern, Dear Reader. All six of the vendors new to this report sell primarily to small businesses, and most are “all-in-one” systems that combine marketing automation with integrated CRM.

Marketing Automation Services 120

Marketing Automation Services Demand Generation Agencies Marketing Report Marketing Automation 120

Customer Experience Matrix

APRIL 30, 2015

A recent piece in TechCrunch quoted me as saying that “almost 70 percent of marketers are either unhappy or only marginally happy with their marketing automation software.” Answers came from 159 marketing automation users. Of course, that's all old data and you may wonder whether anything has changed.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Salesforce.com 120

Customer Experience Matrix

NOVEMBER 9, 2015

It’s clear that 2015 has been the breakout year for predictive analytics in marketing, with at least $242 million in new funding, compared with $366 million in all prior years combined. Maybe I shouldn't be surprised that predictive marketing vendors seem to have anticipated this. They are, after all, experts at seeing the future.

Lead Ranking 120

Lead Ranking Lead Scoring Work Management Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 18, 2016

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. But I wonder how many marketers or content creators are ready to take advantage of this information.

Conference 120

Conference Marketing Automation Services Content Customer Satisfaction 120

Customer Experience Matrix

APRIL 27, 2017

For Infusionsoft managers, the big news was a new product called Propel, which delivers prepackaged programs for business owners who don’t want to get involved in the details of marketing. But it also limits the market to the most aggressive small business owners. The success of this approach is far from certain.

Marketing Automation Services 0

Marketing Automation Services Marketing AI Work Management Marketing Management 0

Customer Experience Matrix

AUGUST 21, 2014

While the formal topic of the conference was “marketing technology”, its real theme was “marketing technology leadership”, and in particular emergence of the “chief marketing technology officer” as a critical role. chief marketing technology officer marketing technology martech conference'

Conference 120

Conference Planning Vendors Gartner 120

Customer Experience Matrix

AUGUST 5, 2014

I finished the latest release of the B2B Marketing Automation Vendor Selection Tool (VEST) yesterday, which is always a great relief. Of course, that isn’t all bad, since rolling around in industry data makes me as happy as a pig in mud.* But the elation lasted about two minutes, since I then had to write a press release announcing it.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Marketing Report 120

Customer Experience Matrix

OCTOBER 6, 2015

Marketers certainly see this as well. Focusing more specifically on data, Experian's 2015 Data Quality Benchmark Report , which had 1200 respondents, found that 99% agreed some type of customer data is essential for marketing success. But marketers also recognize that they have a long way to go.

Marketing Management 120

Marketing Management Ideal Customer Profiles Case Studies Buyer Personas 120

Customer Experience Matrix

FEBRUARY 3, 2020

Of course, Salesforce is already far along in work on its own CDP, the Customer 360 Audiences component of Customer 360 Truth, which is due for general release around June. So this deal has little to do with Evergage as a CDP.

Buy 240

Buy Work Management Marketing Management Acquisitions 240

Customer Experience Matrix

FEBRUARY 25, 2015

I’m beginning to suspect the much-cited trend of marketing playing a larger role deeper into the sales funnel has reached a similar peak. But I also had in mind another system I had just seen, MDCDOT , which gives marketing automation functions to sales people. That''s pendulum swinging with a vengeance.

Marketing Automation Services 120

Marketing Automation Services Top of Funnel Marketing Funnels Marketing Automation 120

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. This puts vendor at the center of the marketing operations, helping them to retain clients and charge higher fees. StrongView , which was original email specialist StrongMail, has followed this course.

Work Management 120

Work Management Marketing Management Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

MARCH 24, 2015

At pretty much the same moment I was publishing my post on the merger of martech and adtech into madtech , Adobe was announcing its latest marketing products, including a press release on uniting “ Data-driven Marketing and Ad Tech ”. Of course, the products have all been modified to some degree since their acquisitions.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Planning 120

Customer Experience Matrix

OCTOBER 29, 2015

And since the essence of the CDP concept is letting marketers build the customer database for themselves, Openprise arguably provides the most important part of a CDP solution. Of course, the value of such a system depends on the actual actions it makes available. But Openprise could post data to such a database.

Work Management 120

Work Management Marketing Management Marketing Automation Services Lead Ranking 120

Customer Experience Matrix

AUGUST 6, 2014

Suffice it to say that Raab Associates'' B2B Marketing Automation Vendor Selection Tool (VEST) is written by a professional analyst (me) who has assembled 200 rigorously defined points of comparison on 25 marketing automation systems, allowing buyers to quickly find vendors who meet their needs.

Marketing Automation Services 120

Marketing Automation Services Software Product Paid Search Agency 120

Customer Experience Matrix

JULY 10, 2012

This verges on heresy, but I’m having an increasingly hard time with lead stages as a way to organize a marketing program. Of course, stages make perfect intuitive sense, and they’re ultimately based on the AIDA (Awareness, Interest, Desire, Action) model of the sales process that has been around for more than 100 years.*

Top of Funnel 120

Top of Funnel Marketing Funnels AIDA Lead Ranking 120

Customer Experience Matrix

MAY 24, 2016

In practical terms, it means marketers need to look more closely at the federated access capabilities of systems they consider and at how those systems will deal with history data and cross-channel identity matching, which often relies heavily on historical information. Maybe you think I'm overreacting.

Mobile Marketing 136

Mobile Marketing Conference CRM Mobile Advertising 136

Customer Experience Matrix

FEBRUARY 13, 2020

In fact, I’ve recently seen several situations where the CDP is primarily an access tool that connects a master data store to marketing systems. As with Real Time CDP, the role is simply to take already-assembled data and put it in a format that’s suitable for marketers (or potentially other business users).

Enterprise Management 286

Enterprise Management Marketing Management Ideal Customer Profiles Profiling 286

Customer Experience Matrix

JANUARY 11, 2011

Summary: Here's a closer look at revenue per employee and marketing automation revenue in general. Some of the comments on last week’s post on the size of the B2B marketing automation industry led me to dig a bit more deeply into the question of revenue per employee. This leaves all the other B2B marketing automation vendors.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation ActiveConversion 120

Customer Experience Matrix

OCTOBER 4, 2011

I spent yesterday prowling the exhibit hall at the Direct Marketing Association annual conference in Boston. This uncovered several additional candidates for mid-tier business-to-consumer marketing automation. BullsEye Marketing Systems – generates sophisticated outbound campaigns.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Enterprise Management Marketing Automation 120

Customer Experience Matrix

JUNE 4, 2013

They have been lacking large-scale email capability, which all types of sales and marketing departments require. They also get a toe-hold in B2C marketing and in marketing automation (via ExactTarget''s Pardot technology). Not so terrible for marketing automation in the short term. Adobe , where art thou?

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

FEBRUARY 4, 2014

I’ve just published the latest edition of our B2B Marketing Automation Vendor Selection Tool (VEST), with updated entries on all your favorites and several new entries to boot. Yes, there’s continued growth in various aspects of social media marketing and in mobile-friendly content creation. mid-market leadership may be up for grabs.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Top of Funnel 120

Customer Experience Matrix

AUGUST 27, 2020

Until recently, most marketers were content to leave privacy compliance in the hands of data and legal teams. This means marketers must become increasingly involved with the privacy systems to ensure a positive customer experience, gain access to the data they need, and ensure they use the data appropriately. Policy definition.

Privacy 180

Privacy Enterprise Management Work Management Marketing Management 180

Customer Experience Matrix

NOVEMBER 28, 2015

Of course, some buffets sell better food than others. Not every company will have the appetite for this sort of system, but those that do may fine Model Factory a welcome addition to their marketing technology smorgasbord. __ * Maybe I'm dating myself. You heard that right: an all-you-can eat, fixed-price buffet for predictive models.

Analytics 120

Analytics API Work Management Salesforce.com 120

Customer Experience Matrix

SEPTEMBER 6, 2020

This is a slightly different approach from our previous surveys but the result was the same: the most successful companies deploy structured management methods, put a dedicated team within marketing inside of martech, and select their systems based on features and integration, not cost or familiarity. No surprise but still good to reaffirm.

Customer Surveys 263

Customer Surveys Customer Satisfaction Privacy Paid Search Agency 263

Customer Experience Matrix

MAY 21, 2012

Experian Marketing Services yesterday announced its acquisition of marketing automation vendor Conversen. This is the third marketing automation acquisition in the past month, following Intuit’s purchase of Demandforce and FICO’s purchase of Entiera. See my review from February 2010 for a more detailed explanation.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Advertising Agencies Marketing Automation 120

Customer Experience Matrix

MARCH 9, 2015

But it somehow got into my head that the last section should look at how CDPs will fit into the long-term future of marketing technology. As anonymity becomes increasingly unavailable, marketers will know exactly who is receiving their advertising messages. I’d love to call this “contextual marketing” but that term is taken.

Marketing Automation Services 120

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

Customer Experience Matrix

APRIL 27, 2020

As coronavirus forces most marketers to work from home, I’ve also been pondering ways to deliver information that are more engaging than traditional Webinars and, ahem, blog posts. I’ve always found that an intriguing problem although I’ll admit few others have shared my fascination.

Ad Building 227

Ad Building Paid Search Agency Work Management Marketing Management 227

Customer Experience Matrix

SEPTEMBER 26, 2013

Simply put, marketers need better databases. If you’re a working marketer, you almost surely know this from personal experience. As customers interact across more channels, marketers need to not just meet them in every new location but recognize them and carry on a continuous conversation from one touchpoint to the next.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Ideal Customer Profiles 120

Customer Experience Matrix

SEPTEMBER 27, 2012

I wrote last August that it’s still possible for new B2B marketing automation vendors to challenge the industry leaders. The answer may not matter to marketers who don’t themselves work for a marketing automation vendor. make it radically easier for marketers to use existing functions.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Adwords 120

Customer Experience Matrix

OCTOBER 27, 2019

SessionM/Mastercard: most CDP acquisitions have been made by companies that are not primarily marketing software vendors. The exception that proves the rule is Salesforce’s purchase of Datorama, which it uses for marketing performance measurement, not as a CDP. This will make life more difficult for the independent CDP vendors.

Enterprise Management 257

Enterprise Management Work Management Marketing Management Paid Search Agency 257

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. A complete architecture has entries in each of these five categories.

Marketing Automation Services 325

Marketing Automation Services Work Management Marketing Management Multi-Channel 325

Customer Experience Matrix

OCTOBER 18, 2011

As you might have guessed from my recent list of B2C marketing automation systems , I’ve recently been spending some time helping consumer marketers to select vendors. This is more a return than a departure: although I’ve written mostly about B2B systems for the past few years, my earlier work was largely in consumer marketing.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120