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Customer Experience Matrix

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ABM Vendor Guide: Differentiators for Result Analysis

Customer Experience Matrix

and we wrap up our review of sub-functions from the Raab Guide to ABM Vendors with a look at Result Analysis. Not surprisingly, most of vendors who do ABM Result Analysis also do some sort of Execution (12 out of 16, to be exact). Another two (Everstring and ZenIQ) didn't fall into the Execution group but came close.

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ABM Vendor Guide: Special Features to Deliver ABM Messages

Customer Experience Matrix

Our tour of sub-functions from the Raab Guide to ABM Vendors has now reached Execution. Differentiators include: channels supported (display advertising, social advertising, CRM, marketing automation, email, direct mail, telemarketing, text, mobile apps, content syndication, etc.)

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ABM Vendor Guide: What to Look for in External Data Sources

Customer Experience Matrix

Last week’s posts introduced our new Raab Guide to ABM Vendors ( buy it here ) and introduced a framework four process ABM steps, six system functions, and six key sub-functions. The idea was that functions define major categories of systems, while the sub-functions differentiate systems within each category.

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Does CDP Need a New Definition?

Customer Experience Matrix

Even the major marketing suite vendors, who initially argued a separate (“persistent”) database wasn’t necessary, eventually discarded that position and introduced products that matched our criteria. As CDP became popular, many vendors adopted the label whether or not they actually met even the looser definition.

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Ranking B2B Marketing Automation Vendors: Part 3

Customer Experience Matrix

The third and final post describes scoring for vendor strength. Beyond assessing a vendor's current product, buyers also want to understand the current and future market position of the vendor itself. I had much less data to work with relating to vendor strength and there are many fewer conceptual issues.

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Why Are There So Many Types of Customer Data Platforms? It's Complicated.

Customer Experience Matrix

Many email vendors have done this and it’s increasingly common among Web personalization and mobile app marketing products. In most cases, these vendors now deliver across multiple channels. The primary purpose of delivery systems is delivery, something that’s hard to do well and will remain the primary focus of vendors who do it.

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Customer Data Platforms vs Master Data Management: How They Differ

Customer Experience Matrix

But it does mean that the vendors may be able to meet CDP data requirements, even if you need more than their MDM module to do it. Another likely differentiator is that MDM systems run on SQL databases and work with structured data. This is the best way to manage standardized entity attributes.