Customer Experience Matrix

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The Biggest Gap in Marketing Software Selection Isn't Product Information

Customer Experience Matrix

My solution today was: Dear [First Name], A friend of mine who is building one of those "wisdom of the crowd" software review sites tells me her research shows that what buyers want most is "apples to apples" comparisons of product features. and ask specific enough questions to get meaningful answers.

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Unica Strategy Stays the Course

Customer Experience Matrix

On the product front, they continue their long-time strategy of offering all the software a marketing department would need. Hally said Detect is now Unica’s third-best-selling product, with one to two dozen installations. It’s been a good year for Unica, which will break $100 million in annual revenue for the first time.

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In a World Run by AI, The Best Data Wins

Customer Experience Matrix

This suggests that fewer specialist martech products will be needed, since truly new applications are relatively rare. Moreover, the productivity benefits of integrated suites are magnified when AI can easily orchestrate tasks within the suite, but not those on the outside. Rather, it’s the way they are treated.

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Salesforce Buys Evergage But Not For CDP

Customer Experience Matrix

Notably, the firms that engaged in asset sales were much smaller: only IgnitionOne would have fallen within the top thirty and their deal might be considered more of an acquisition, since Zeta Global is apparently still selling the product. So this deal has little to do with Evergage as a CDP.

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Raab VEST Report: Testing Features, Data Quality and Content Management Still Lag in Marketing Automation Products

Customer Experience Matrix

Testing features are much more available among enterprise systems, whose clients are more likely to conduct tests as a matter of course. They used to be fairly rare but are now available in more than half of the core products. The rest have long been standard for consumer marketing automation products and enterprise B2B.

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How Lego Bocks Explain Why Bloomreach Bought Exponea

Customer Experience Matrix

Of course, the biggest CDP acquisition of all, Twilio’s purchase of Segment, doesn’t fit this mold. They believe – based no doubt on what buyers are telling them – that companies still want to buy an integrated product that meets their needs without any assembly required. Still a suite, but a different kind.

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More Thoughts On Measurements for Product Managers

Customer Experience Matrix

I’m still thinking about how to measure product performance a customer-based world. Where I ended up yesterday was pretty much that there’s no alternative to using lifetime value, which specifically means calculating the incremental impact of each product sale on a customer’s future value. One shouldn’t make too much of these issues.