Customer Experience Matrix

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Terminus Offers Targeted Display Ads for B2B

Customer Experience Matrix

b2b display advertising b2b marketing marketing automation terminus Tuesday’s post on the Adobe Marketing Cloud illustrated the complexity of solutions that combine many marketing and advertising components. Despite my best efforts, and much cooperation from Adobe, I’m sure it still misses many nuances of how Adobe components do or don’t work together. email-based targeting. sales stages.

Rating the Crowd-Sourced Marketing Software Review Sites

Customer Experience Matrix

This lets the review site check the reviewer’s name, title, company, and industry, although these are not always fully displayed. What began as a whimsical “ landscape of landscapes ” led me to realize crowd-sourced review sites are the most common type of vendor directory, accounting for 15 of the 23 sources listed in my original graphic. This left seven sites worth a closer look.

#Personalized Mona Lisa #Marketing #Humor #Fail

Customer Experience Matrix

That’s actually perplexing, since most portraits of the era were intended to advertise the owners wealth and included ostentatious jewelry as part of the display. Dear Internet, I was disappointed but not wholly surprised that you didn’t find Wednesday's post with Personalized Mona Lisa as self-evidently hilarious as I did. So here goes. Let’s start at the beginning. You sure can.

Why Time Is the Real Barrier to Marketing Technology Adoption and What To Do About It

Customer Experience Matrix

Specific questions included whether ABM should deliver actual prospect names (at the risk of being measured solely on cost per lead); what measurements really do make sense (and whether marketers will pay for measurement separately from the ABM system); and how to extend ABM beyond display ad targeting. Both were well attended, well produced, and well worth while. What's the real obstacle?

Evangelizing a Content Marketing Program

more troubling, 85 percent of display ads are clicked on by 8. On a related note, 86 percent of consumers exhibit ban- ner blindness, unable to recall the last display ad they saw. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. All rights reserved.

suitecx Offers Industrial-Strength Customer Journey Maps and More

Customer Experience Matrix

It involves not just listing interactions or displaying them in a diagram, but also analyzing their contents, results, and supporting systems. visualcx supports the project by displaying the data in formats including story maps, process flows, interaction grids, a virtual wall with virtual sticky notes, and various summaries. Customer journey mapping is now the buzziest of buzz words.

VEST Report: Competition in B2B Marketing Automation Isn't About Features

Customer Experience Matrix

Probably the most interesting trend is integration of marketing automation with retargeting and display ad vendors, which has been announced in various forms by Marketo, Oracle, and Adobe. 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. Look here for more information or to make a purchase.

ZenIQ Account Based Marketing System Maps Buying Centers, Finds Data and Exection Gaps, and Recommends Actions to Fill Them

Customer Experience Matrix

Those systems could in turn feed other channels such as display advertising. When I first starting thinking about Account Based Marketing, I assumed that an ABM system would let marketers replicate at scale how sales teams manage key accounts: that is, to analyze each account in depth, set goals specific to that account, and then execute against those goals. Then I saw ZenIQ. At present, the actions are chosen by rules set up manually by marketers – although even this is a step ahead of having marketers directly assign accounts to specific campaigns. Now things start get interesting.

Pointillist Journey Orchestration Discovers Customer Paths for Itself (Marketing Automation is Doomed, I Tell You)

Customer Experience Matrix

It can also display other statistics in graphs next to the flow diagram, as well as letting users analyze subsets of the audience or even a trace the path of a single individual. This post will resume the tour I started in March of journey orchestration engines – our new friend JOE. Their core architectures just aren’t up to it. I’m not saying that JOEs will have no competition.

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Content Methodology: A Best Practices Report

social content • Paid search and display Divisible Content Across Channels V. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. contently.com by Rebecca Lieb and Joe Lazauskas 2Content Methodology: A Best Practices Report I. Definition II. Why a Content Methodology Is Needed III. Culture of Content: The Foundation. for Content Methodology IV.

Hive9 Marketing Performance Management Includes Customer Journey Optimization

Customer Experience Matrix

Tactics can be tied to Workfront for project management, filtered on pretty much any attribute, and displayed on a Gantt chart-style calendar. This coordination includes both gathering data from multiple sources and sending messages through other systems. What the heck does that last sentence mean? Your next question, presumably, is where can I buy one? (Oh, you’re not that easy to sell?

Future of Marketing Content: Reflections on the Content2Conversion Conference

Customer Experience Matrix

Captora is focused on paid and organic search marketing, so it can’t pick which ads to display to which prospects. But I also chatted with people from Adaptive Campaigns (which did not exhibit), whose system uses rules to generate highly customized programmatic display ads. I spent the early part of this week at Demand Gen Report 's Content2Conversion conference. The event was superbly run, as usual, but I didn't sense any over-arching pattern until I was literally on my out the door and stopped for one last chat with some colleagues. Of course, it’s clear that they should.

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

Customer Experience Matrix

The company made two major product announcements, expanding the reach of Marketo campaigns into mobile apps and display ad retargeting. Marketo held its annual Marketing Nation Summit this week, hosting 4,000+ clients and partners. The event seemed relatively subdued for Marketo – I didn’t spot one costumed character – but the over-all atmosphere was positive. Those struck me as strategically valuable, helping to secure Marketo’s place at the center of its users’ customer management infrastructure. Marketo has attracted a respectable array of partners who extend its capabilities.

Everstring Takes Another $65 Million and (More Important) Launches Predictive Ad Targeting Solution

Customer Experience Matrix

But the new Everstring product isn’t the usual sharing of a prospect list with an ad platform, as in display retargeting, Facebook Custom Audiences , or LinkedIn Lead Accelerator. The new funding is certainly impressive, although the record for a B2B predictive marketing vendor is apparently InsideSales’ $100 million Series C in April 2014. But the new product is what’s really intriguing.

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Content Marketing Playbook: Strategy and Roadmap

CONSTRAINTS: For confidentiality reasons, the data must be displayed. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 3 II. Adopting a Winning Perspective 7 III. Back at GE and in.

The Big Willow Links Intent Data to Devices to Companies.Another Flavor of Account Based Marketing

Customer Experience Matrix

The Big Willow can then target advertising at those audiences, including Web display ads to companies that have not yet visited the client’s own Web site. With interest in account based marketing (ABM) skyrocketing past even hot topics like intent data and predictive marketing, it’s no surprise to find debates over the true meaning of the term. This tells it which devices saw which content.

New Frontiers in Data Driven Marketing

Customer Experience Matrix

We’ve seen this coming for some time but it’s now much more obvious as marketing automation vendors like Oracle and Adobe , display ad targeters like Bizo (now part of LinkedIn ) and Demandbase , and even tag managers like Signal (formerly BrightTag) and Tealium come at the challenge from different directions. Let’s just say you had to be there. Extract meaning from big data.

Sailthru Offers End-to-End Omnichannel Personalization for B2C Marketers

Customer Experience Matrix

Web pages can be personalized by displaying contents selected by the recommendation engine. Sailthru lets clients export lists based on profile data, can display individual customer profiles, and provides some limited API access to the profiles. I know this is blasphemy, but I’m beginning to have doubts about solution selling – the idea that marketers should describe the customer problems they solve, not the features of their products. This means that solution statements sound pretty much alike, even when the actual products are different. Sailthru is a good example. data store.

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Data Plus MarTech: HubSpot and Demandbase Join the Race

Customer Experience Matrix

What makes WhoToo really special is it has the technology to access its data with the split-second speed needed to purchase display and mobile ads in real time. There were two industry announcements this week that were unexpectedly related. The first was HubSpot ’s announcement yesterday that its CRM offerings would now include access to a 19 million account prospecting database.

Bombora Feeds B2B Data to Everyone

Customer Experience Matrix

This means selling it intent and demographic audience segments for display advertising, marketing automation and email segmentation, Web audience analytics, data enhancement, content personalization, media purchasing, and predictive modeling. The company was already familiar to me through clients who deal with it. But I had never gotten a clear picture of exactly what they do. Fair enough.

CRM Evolution Conference: Mobile Really Does Change Everything About Marketing

Customer Experience Matrix

Interruptive” messages like display advertising and most marketing emails are already easy to ignore. I snuck down to Washington DC yesterday for a few hours at the CRM Evolution conference, where a critical mass of industry experts triggered a chain reaction of interesting thoughts. The first was that customer systems should read most data directly from the system that created it rather than loading that data into a master database. This isn’t really a new idea – it’s called federated access and has been around for decades. But the argument I heard this week was stronger than that.

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6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

6Sense wouldn''t be a CDP if it merely displayed its data on a CRM screen without letting the CRM system import it. 6Sense can also display the information on screen to help guide sales conversations, although it doesn’t (yet) recommend specific talking points. I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web. Since then, I’ve had a more detailed briefing, which clarified that their scope extends well beyond prospect lists to predictive models applied across all stages of the purchase cycle. Formal release was in May 2014.

VEST Report: Latest Trends in Marketing Automation, and Where's My Hoverboard?

Customer Experience Matrix

But despite the slow growth, there’s no question that serious integration between Web display ads and marketing automation programs will become much more widely available. I just finished the latest release of the B2B Marketing Automation Vendor Selection Tool , a.k.a. VEST Report. Less is more, I suppose. Of course, none of this is your concern, Dear Reader. Here’s what struck me.

Latest Marketing Technology Acquisitions Bypass Marketing Automation Vendors

Customer Experience Matrix

But we’re not talking about just any type of customer data here: in each case, we’re talking about data related to display advertising, and about connecting that to data from a company’s direct customer interactions. On May 6, AOL and Google announced their respective acquisitions of attribution vendors Convertro and Adometry. See my 2013 post on Adometry for details.)

Oracle Buys BlueKai and Puts Marketing Databases In the Spotlight

Customer Experience Matrix

If you look at Oracle’s diagram of their newly expanded Marketing Cloud, you’ll see BlueKai sitting beneath Responsys and Eloqua, providing a “universal customer profile” that allows them to act as “marketing orchestration” systems which, in turn, support programs across all channels – social, search, email, display, mobile, web, commerce, direct sales, and channel sales.

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

Customer Experience Matrix

Recommendations can appear on Web pages, mobile devices, display ads, or emails (where recommendations are updated by calls to the central server each time the email is opened). I’ve seen more interesting systems recently than I have time to review in depth. Here are some quick sketches of products you may want to explore in more detail. It now has signed more than 30 paying clients. market.

More New Systems Challenge the Marketing Automation Status Quo

Customer Experience Matrix

SharpSpring has built an exceptionally simple interface, featuring a single “new” button to add any type of object, screen overlays to illustrate available features and link to instructional videos, and real-time display of emails and forms as they are built. Last week’s post looked at newer marketing automation systems that focused on small businesses. Here are a few options.

Silverpop Announces Universal Behaviors to Provide Better Cross Channel Customer Experience

Customer Experience Matrix

Clients could also write their own integrations using a published Silverpop API or use tags to display Silverpop-generated content on any Web page. At their annual Amplify conference last week, Silverpop unveiled the culmination of a two year project that conveniently matches the Customer Data Platform (CDP) concept I’ve been describing for the past month. While the timing is just coincidental, Silverpop’s Universal Behaviors provide more evidence that a new breed of system is emerging. Silverpop falls short on the third CDP function, which is integrated predictive modeling.

Teradata Adds a Data Management Platform To Its Marketing Cloud.Who Will Be Next?

Customer Experience Matrix

Unlike Oracle and Adobe, Teradata has stated (in a briefing about the announcement) that it intends to use the DMP as the primary data store for all components of its suite. I see this as a huge difference from the other vendors, who maintain separate databases for each of their suite components and integrate them largely by swapping audience files with a few data elements on specified customers. (In fact, Adobe just last week briefed analysts on a new batch integration that pushes Campaign data into Audience Manager to build display advertising lookalike audiences.

StrongView Moves Beyond Email to Real-Time, Contextual Marketing

Customer Experience Matrix

Necessary technologies include real-time analytics to select best treatments; dynamic message assembly to construct those treatments; and multi-channel routing to deliver the treatments via email, SMS, mobile apps, Web pages, social media, and display ads. Today''s email vendors face an interesting business challenge. On the whole, I’d say it does. Still, articulation is just a first step.

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Marketo Conference: Small Changes, Big Picture

Customer Experience Matrix

Marketo wrapped up its three day Marketing Nation conference yesterday, having once more displayed its own marketing prowess by attracting national media attention (see here and here ) with an appearance by Hillary Clinton. This borders on integration of Web display with marketing automation, an extremely important trend. My main reaction was, what’s new? Fair enough.

Seven Marketing Automation Myths to Ignore - Illustrated Edition

Customer Experience Matrix

In truth, there is plenty of change: new vendors entering the space, existing vendors being bought and repositioning themselves, and expanding scope to include consumer marketing, display ads, external data, better databases, identity resolution across channels, mobile apps and formats, advanced attribution, social promotions and new types of content. But there’s a problem. Get it?

4 Marketing Tech Trends To Watch in 2014

Customer Experience Matrix

The advantage will be marketing programs that span both channels, delivering personally targeted information via display advertising and simplifying personalized marketing on mobile platforms that don’t support conventional cookies. I''m not a big fan of year-end summaries and forecasts, mostly because I produce summaries and forecasts all year round. But I pulled together a few thoughts last week in response to a request, only to discover I had misunderstood what was wanted. Customer Data Platforms mature. Digital advertising and customer marketing converge. The privacy dog won’t bark.

MarTech Conference: Chief Marketing Technology Officers Come Out and Play

Customer Experience Matrix

I got home late last night from the inaugural two-day MarTech conference in Boston, which was simply terrific. 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. Many attendees held that job, either in title or de facto responsibilities.

Marketing Foundations Analysis Tool: Gap Analysis, Recommendations, and Benchmark for Your Marketing Systems

Customer Experience Matrix

thirteen types of customer-facing systems, ranging from email and Web sites to display ads, retail point of sale, and customer account management. Way back in January, I began working with SAP on a set of worksheets to help marketers assess their customer management systems. Survey-takers will also be shown how their current systems compare with everyone else who answered the questions.

Azalead Account Based Marketing Tracks Web Site Visitors, Orchestrates Outbound Messages, and Reports on Results

Customer Experience Matrix

Measurement: Azalead offers a summary dashboard and more detailed information on retargeting, display ads, and Web site visitors. Account Based Marketing. Perhaps you’ve heard of it? Okay, just kidding: ABM gets just slightly less attention than Donald Trump and arguably generates a similar amount of confusion. You can download them both here. market. The system reports on impressions (i.e.,