Customer Experience Matrix

SEPTEMBER 16, 2017

One of the fascinating things about tracking Customer Data Platforms is the great variety among the vendors. But for me personally, it’s been endlessly intriguing to trace the paths that vendors have followed to become CDPs and learn where they plan to go next. It’s true that variety causes confusion for buyers.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Personalization Work Management 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. The only new vendor to make a splash recently has been SharpSpring , which went from zero to 500 agency clients in the past year. Look here for more information or to make a purchase.

Marketing Automation Services 120

Marketing Automation Services Marketing Report Marketing Automation Paid Search Agency 120

Customer Experience Matrix

JANUARY 5, 2016

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. I sampled leading marketing automation vendors for different sized companies. But they also differ in other ways.

Marketing Automation Services 120

Marketing Automation Services Software Lead Ranking Paid Search Agency 120

Customer Experience Matrix

JULY 7, 2017

Customer Data Platform vendors come from many places, geographically and functionally. This system displays the customer’s profile including a detailed interaction history and group memberships. Lexer is unusual in both ways, having started in Australia as a social media listening platform.

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Elasticity Adwords 120

Customer Experience Matrix

JUNE 20, 2018

Google also announced several enhancements last week that help retailers display their inventory on-line and drive traffic to local stores. June 20, 2018 RichRelevance Launches Next-Generation AI-Based Experience Personalization Personalization vendor RichRelevance has launched its next generation of AI-based personalization tools.

Marketing Management 120

Marketing Management Cross-Selling Mobile Advertising Newsletter 120

Customer Experience Matrix

SEPTEMBER 10, 2015

The second was Demandbase ’s acquisition of data-as-a-service vendor WhoToo , which offers its own set of 250 million profiles relating to 70 million business processionals. 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.

DemandBase 120

DemandBase Hubspot Mobile Advertising Adwords 120

Customer Experience Matrix

OCTOBER 15, 2015

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 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.

Marketing Management 120

Marketing Management Paid Search Agency Lead Ranking Ad Exchange 120

Customer Experience Matrix

FEBRUARY 5, 2015

I just finished the latest release of the B2B Marketing Automation Vendor Selection Tool , a.k.a. That’s a technical step backwards but will actually make it easier for buyers to access the detailed vendor information, and in particular to screen for vendors with particular capabilities. more micro-business vendors.

Marketing Automation Services 120

Marketing Automation Services Demand Generation Agencies Marketing Report Marketing Automation 120

Customer Experience Matrix

AUGUST 21, 2014

My favorite part of Goodwin’s talk was a marketing technology capability heat map that displayed all of a company’s tech strengths and weaknesses on one page. not to mention a hackathon, talent show, and, karaoke. not to mention a hackathon, talent show, and, karaoke. Seriously, Scott – who would not pay good money to attend?

Conference 120

Conference Planning Vendors Gartner 120

Customer Experience Matrix

OCTOBER 14, 2016

As I mentioned a couple of posts back , I’ve been surveying the borders of Customer Data Platform-land recently, trying to figure out which vendors fit within the category and which do not. Naturally, there are cases where the answer isn’t clear. Datorama is one of them. But this is still not a push-button solution.

Work Management 120

Work Management Marketing Management Analytics Paid Search Agency 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. Captora is focused on paid and organic search marketing, so it can’t pick which ads to display to which prospects.

Conference 120

Conference Marketing Automation Services Content Customer Satisfaction 120

Customer Experience Matrix

JULY 3, 2014

Today''s email vendors face an interesting business challenge. This puts vendor at the center of the marketing operations, helping them to retain clients and charge higher fees. Predictive analytics rely on external modeling tools, but the vendor will compensate with prebuilt models and with services to create custom models.

Work Management 120

Work Management Marketing Management Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

APRIL 15, 2015

The company made two major product announcements, expanding the reach of Marketo campaigns into mobile apps and display ad retargeting. As usual for me, I spent much of conference prowling the exhibit hall checking out old and new vendors. Unfortunately, I wasn’t able to gather enough technical detail to understand how they work.

Lead Ranking 120

Lead Ranking Marketing Automation Services Marketo Marketing Automation 120

Customer Experience Matrix

JUNE 13, 2016

But most vendors serving the ABM space have taken a much narrower approach, either in providing data about accounts, managing campaigns against externally-built account lists, or providing account-level metrics such as coverage, engagement, and funnel velocity. Those systems could in turn feed other channels such as display advertising.

Account Based Marketing 120

Account Based Marketing Marketing Automation Services Work Management Buy 120

Customer Experience Matrix

AUGUST 28, 2014

I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web. 6Sense wouldn''t be a CDP if it merely displayed its data on a CRM screen without letting the CRM system import it. We also clarified that users can extract company-level profiles including attributes (industry, revenue, etc.)

Lead Ranking 120

Lead Ranking Activities Lead Scoring Marketing Automation Services 120

Customer Experience Matrix

DECEMBER 8, 2011

So marketing automation vendors are understandably eager to support it in their systems. I recently took a quick tour of vendor sites to see what social features they’re offering. I need to stress that I’ve only credited vendors for features they list on their site. But social is clearly growing fast and has great potential.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Social Media 120

Customer Experience Matrix

JANUARY 31, 2013

Those other vendors work primarily with data about individual buyers, which comes largely from digital and direct media. The other vendors' clients are concentrated in ecommerce and they are answering more tactical questions about spending within the digital channels.

Marketing Mix 120

Marketing Mix Work Management Marketing Management Allocation 120

Customer Experience Matrix

JANUARY 24, 2018

I’ve been working for months to find a way to help marketers understand the differences between Customer Data Platform vendors. The final list also includes a few features that are present in all CDPs (or, more precisely, in all systems that I consider a CDP – we can’t control what vendors say about themselves). Vendor-neutral access.

Work Management 166

Work Management Marketing Management Vendors Ideal Customer Profiles 166

Customer Experience Matrix

AUGUST 18, 2016

Some of pause was due to vacation, but mostly it was because I’ve been working feverishly to finish the Raab Guide to Account Based Marketing Vendors , which I’ve released today and you can purchase here. This was a huge project with the almost insanely ambitious goal of making sense of the ABM vendor landscape.

Work Management 120

Work Management Marketing Automation Services Marketing Management Account Based Marketing 120

Customer Experience Matrix

MARCH 5, 2009

I spent a good part of yesterday talking with demand generation vendors about the usability scores I've been publishing all week. There might still be some others: two of the vendors haven't spoken with me, which could mean they agree with my ratings but, more likely, means they just haven't been paying attention. 9 Now what?

Lead Scoring 120

Lead Scoring Lead Ranking Demand Generation Work Management 120

Customer Experience Matrix

APRIL 10, 2014

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.

Marketo 120

Marketo Marketing Automation Services Conference Work Management 120

Customer Experience Matrix

JULY 10, 2013

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. This makes it a system for both small business and service vendors: two of my four themes. A dashboard lets users pick widgets to display selected information.

Demand Generation Agencies 120

Demand Generation Agencies Marketing Automation Services Paid Search Agency Small Business Marketing 120

Customer Experience Matrix

APRIL 24, 2015

One of the little patterns that caught my attention at last week’s Marketo conference was that several vendors mentioned using data from the same source: Madison Logic Data, which recently renamed itself Bombora *. The company was already familiar to me through clients who deal with it.

Bombora 120

Bombora Co-Registration B2B Advertising Agencies 120

Customer Experience Matrix

DECEMBER 14, 2016

Next year it will add display ad audiences and Facebook Custom Audiences. The vendor is also integrating with the R statistical system for predictive models and scoring. In addition to Web pages, BlueVenn can send batch and triggered emails, text messages, file transfers, and direct messages in Twitter and Facebook.

Marketing Management 120

Marketing Management Bundling Marketing Automation Services Personalization 120

Customer Experience Matrix

JANUARY 25, 2012

I had an intriguing demonstration yesterday from social CRM vendor Nimble. Once you’ve added a contact, Nimble will automatically display their most recent Twitter, Facebook and LinkedIn activity every time you call up their record and let you send them messages through any of those products or by email.

CRM 120

CRM Work Management Paid Search Agency Marketing Management 120

Customer Experience Matrix

MARCH 7, 2014

Nor does it hurt that I enjoy their corporate sense of humor – see their recent announcement of integration with Wistia for video display, featuring 9-year-old “Girl CEO” Phoebe Ray, daughter of the company founder. This makes it one of the industry''s larger vendors, although the company has kept a relatively low profile.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Work Management Marketing Management 120

Customer Experience Matrix

OCTOBER 15, 2010

Given this mindset, I was more than a little surprised to attend a DMA panel discussion where two of the more sophisticated marketing measurement vendors described their systems as providing fractional attribution. Both vendors also offer more advanced methods and both made clear that they used such methods in appropriate situations.

Allocation 120

Allocation Marketing Automation Services Marketo Demand Generation 120

Customer Experience Matrix

DECEMBER 10, 2013

On the other hand, Woopra does distinguish itself from conventional Web analytics vendors by stressing the fact that it tracks individuals, not Web pages. As its Dreamforce presence suggests, Woopra can integrate with Salesforce.com to both import CRM data and to display the information it has consolidated from multiple sources.

Ideal Customer Profiles 120

Ideal Customer Profiles Analytics Top of Funnel Marketing Management 120

Customer Experience Matrix

FEBRUARY 4, 2010

The article referred to a survey of online marketers sponsored by Web analytics vendor Coremetrics. As the headline suggests, about three-quarters of the marketers listed personalized email, display advertising and onsite pages as a high priority, but just under half are actually using them. But reality proves a bit more complex.

Online Marketing 120

Online Marketing Customer Surveys Advertising Channels Lead Scoring 120

Customer Experience Matrix

OCTOBER 11, 2011

I think the more important reason is that Spark gives Marketo a way to speak to small businesses with the distinct language and evangelistic fervor displayed by small business specialists. Those vendors have starting prices around $300 per month and offer built-in shopping carts and CRM. That’s all fine and should work.

Small Business Marketing 120

Small Business Marketing Marketo Marketing Automation Services Work Management 120

Customer Experience Matrix

MAY 24, 2016

Despite these issues, several practitioners and vendors at the conference said they were using the approach and had found it more practical than moving all customer data into a central repository. Interruptive” messages like display advertising and most marketing emails are already easy to ignore.

Mobile Marketing 136

Mobile Marketing Conference CRM Mobile Advertising 136

Customer Experience Matrix

JUNE 3, 2007

Dashboard systems must gather data from source systems; transform and consolidate it; place it in structures suited for high-speed display and analysis; identify patterns, correlations and exceptions; and make it accessible to different users within the constraints of user interests, skills and authorizations.

Correlation 120

Correlation Analysis Vendors Display 120

Customer Experience Matrix

MAY 20, 2013

I''m beginning to see those capabilities are specialties that are not necessarily core features of a CDP because they''re best purchased from third party vendors. Clients could also write their own integrations using a published Silverpop API or use tags to display Silverpop-generated content on any Web page.

Enterprise Management 120

Enterprise Management Advertising Channels Marketing Automation Services Work Management 120

Customer Experience Matrix

JUNE 14, 2013

Vendors are another matter: there’s inherent scale economy to scanning the Web and social media once and applying the results to many different clients. Predictive models can show how different attributes correlate with targeted behaviors such as purchasing a product.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Social Marketing Ideal Customer Profiles 120

Customer Experience Matrix

OCTOBER 10, 2009

This runs the risk of missing some critical requirement that no vendor has yet uncovered, but it saves a ton of work. And I can still argue that I’m piggybacking on the vendors’ own deep research and insights as embodied in their products. Price details are published on the vendor’s Web site.

Business 120

Business Aggregators Vendors Pricing 120

Customer Experience Matrix

JUNE 8, 2011

But, on the other hand, seeing another vendor offer this sort of analysis reinforces the importance of the concept. It also lets users select segment members and send them messages through Coremetrics’ products for email, display ad retargeting, and Web site personalization, although it's not clear the process can be automated.

Analysis 120

Analysis Eloqua Eye-Tracking Segmentation 120

Customer Experience Matrix

NOVEMBER 6, 2008

I spent a few minutes last week on the Web sites of about eight or nine on-demand business intelligence vendors, and within a few days received emails from two of them ostensibly asking about much earlier visits where I must have registered with my email address. The other vendor on my mind was Birst. Well, I think it's profound.)

Work Management 120

Work Management Marketing Management Demand Demand Generation Agencies 120