Customer Experience Matrix

DECEMBER 13, 2014

But, as BlueConic’s experience reminds us, practical marketing tasks like content creation, program flows, and result analysis are organized around groups of similar customers. This ensures resources are spent effectively and you have enough volume to measure results meaningfully.

Paid Search Agency 120

Paid Search Agency Advertising Agencies Multi-Channel Work Management 120

Customer Experience Matrix

DECEMBER 6, 2017

Other rules are possible, along with refinements such as making some strategies more valuable than others at reaching the goal and making some actions more effective than others at supporting a given strategy. (That’s the one she chose.) different actions can compete for the same resources.

Resources 136

Resources Class Course Conference 136

Customer Experience Matrix

JANUARY 9, 2017

It's a sort of “individual network effect” where the more data one entity has about an individual, the better job they can do giving that person the consistent experience they want. It’s pitifully easy to imagine a world where people live Apple or Facebook branded lives that are totally controlled by those organizations.

Amazon 120

Amazon Facebook Intent Design 120

Customer Experience Matrix

JANUARY 22, 2013

The company has alternated between charging an implementation fee and not charging for it – and determined that a paid fee, and the more extensive hand-holding this permits, is more effective at building a long-term business. Implementation services go beyond training to actually setting up initial marketing programs.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Work Management Marketing Automation 120

Customer Experience Matrix

FEBRUARY 3, 2010

Data from multiple sources lets database marketers make more effective predictions about the best treatments for each individual, and treatments across multiple channels are more effective when they are coordinated centrally. The consolidated database is the heart of the database marketing concept.

Work Management 120

Work Management Paid Search Agency Marketing Management Database Marketing 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. Indeed, there has been a fair amount of research questioning the validity of AIDA and similar “hierarchy of effects” models. The approach was using lead scoring as a way to define lead stages. As I said, heresy.

Top of Funnel 120

Top of Funnel Marketing Funnels AIDA Lead Ranking 120

Customer Experience Matrix

FEBRUARY 18, 2016

Captora is focused on paid and organic search marketing, so it can’t pick which ads to display to which prospects. The machine-based messages won't be brilliant but they'll be effective because they're highly tailored to their targets. I also have one other observation, which was totally unexpected (the best type!).

Conference 120

Conference Marketing Automation Services Content Customer Satisfaction 120

Customer Experience Matrix

JULY 17, 2015

Those are cases where getting precisely the right content in front of the customer is much more effective than offering everyone the most commonly-selected items. In fact, I’d argue that state-based segmentation is essential for individual-level optimization because states provide a framework to organize the masses of detailed customer data.

Segmentation 120

Segmentation Work Management Analytics Automation 120

Customer Experience Matrix

MARCH 16, 2012

Maybe the reason Salesforce.com decided not to purchase marketing automation system because they figured same functions would evolve organically from a combination of CRM and Web site management. That’s probably correct, although it would take longer than adding those features directly.

Salesforce.com 120

Salesforce.com Enterprise Management Marketing Automation Services Marketing Management 120

Customer Experience Matrix

AUGUST 10, 2010

The most successful organizations will be those whose people, processes and technology can most effectively exploit new opportunities as they appear. What does an organization optimized for flexibility look like? In this situation, any optimized process will rapidly become obsolete. So, the key requirement is flexibility itself.

Process 120

Process Marketing Management Marketing Automation Services Demand Generation 120

Customer Experience Matrix

JUNE 19, 2015

I suspect that’s true but still wonder whether those buyers will know how to use a system effectively once they get it. I missed the richness of commercial marketing automation products – even though I can’t identify a particular missing feature missing that Mautic needed to be effective. My problem is two-fold.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Work Management Automation 120

Customer Experience Matrix

JUNE 19, 2007

Fred recently gave a Webinar on Marketing Effectively on Your Terms and Your Time which did an excellent job laying out issues and solutions for today’s marketers. Most gurus seem to assume a flash of enlightenment will show each organization its own path. So far, I haven’t come across a specific methodology for doing this.

Paper 120

Paper Tips Paid Search Agency Webinar Metrics 120

Customer Experience Matrix

SEPTEMBER 9, 2009

Marketers need to master new skills at each stage; as they do, advertising budgets will shift to take advantage of the new medium's increased effectiveness. I’ll date it from 2008, although effective marketing uses of social media are just starting to emerge. For database marketers, the key skill is effective segmentation.

Social Media 120

Social Media Narrowcasting Media Database Marketing 120

Customer Experience Matrix

JUNE 11, 2007

All this thinking about the overwhelming number of business metrics has naturally led me consider balanced scorecards as a way to organize metrics effectively. I think it’s fair to say that balanced scorecards have had only modest success in the business world: the concept is widely understood, but far from universally employed.

Work Management 120

Work Management Marketing Proposals Marketing & Strategy Tagging 120

Customer Experience Matrix

APRIL 23, 2007

Last Thursday’s post on ad hoc analytical systems prompted an interesting set of comments about overcoming product-based organization at banks. But I do agree with the authors' fundamental point that systems and processes must be designed to deal with complexity effectively.

Custom Publishing 120

Custom Publishing Tagging Lead Scoring Lead Ranking 120

Customer Experience Matrix

MAY 4, 2007

If the match were made correctly, there could be a mutual halo effect between the organization and the advertiser. Quite likely: many marketers would welcome the opportunity to reach such highly targeted audiences, and many of the shirt buyers would gladly trade a price reduction for adding a logo or two.

Internet Marketing 120

Internet Marketing Tagging Rules Paid Search Agency 120

Customer Experience Matrix

MARCH 9, 2007

Benefits that matter to them include: - understanding how customers are being treated across different parts of the organization. I’ve made this point many times in this blog but I’ll say it again: the only way to focus an organization on customer experience is to measure the financial impact of that experience. better forecasting.

Marketing Management 120

Marketing Management Allocation Forecasting Budget Programs 120

Customer Experience Matrix

MARCH 9, 2015

Machines would almost surely assess results better than humans, since they’d be more objective and better able to look for subtle effects on customer behavior than human analysts. But they’ll still need people to come up with non-incremental products, non-obvious insights, and deals with other organizations. Humans keep things running.

Marketing Automation Services 120

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

Customer Experience Matrix

SEPTEMBER 30, 2010

The information is used to project future behaviors, to identify problem stages, to track changes in stage performance, and to compare the effects of marketing programs. Where leads in different cohorts (based on original source, acquisition date, marketing treatments, etc.)

Budget Programs 120

Budget Programs ROI Forecasting Statistics 120

Customer Experience Matrix

JANUARY 25, 2007

Aberdeen Group recently released “Creating a Customer-Centric Marketing Organization” available here (registration required). The paper is based on a survey of senior marketing executives at 500 small and mid-sized businesses.

Ideal Customer Profiles 120

Ideal Customer Profiles ROMI Paper Barriers 120

Customer Experience Matrix

APRIL 30, 2007

One option is to double-down on LTV, working to develop the incremental impact measures and to make them credible throughout the organization. So while trying very hard to make LTV work, we have to consider alternatives if we can’t come up with an effective approach. I don’t have a solution.

Product 120

Product Work Management Pricing Price 120

Customer Experience Matrix

OCTOBER 4, 2006

The pivotal sentences came a bit later, after listing several challenges that face support organizations: “There are fundamentally only three ways of meeting these challenges. You can make your contact center more effective, you can help customers help themselves and each other, or you can make your products require less service.”

Enterprise Management 120

Enterprise Management Web 2.0 Microsite Press 120

Customer Experience Matrix

FEBRUARY 2, 2010

In fact, good marketers will learn to integrate them effectively, letting each do what it does best. And, of course, both ultimately perform the basic marketing tasks of understanding their customers and using that knowledge effectively.

Database Marketing 120

Database Marketing Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

AUGUST 4, 2022

So rather than picking one most likely future, preparing for it, and hoping you’re right, your best bet is to be agile, so you can adapt effectively to whatever the future may be. Or you use a data clean room to match your customers with their customers, which is a more effective way of doing the same thing.

Marketing AI 292

Marketing AI Work Management Marketing Management Paid Search Agency 292

Customer Experience Matrix

JULY 25, 2009

Much has to do with timing: the major consumer-oriented products were developed when on-premise software was the standard, and the large organizations who are their major customers have been relatively slow to accept SaaS in general. Until recently, few SaaS vendors could handle such integration effectively.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Demand Generation Agencies 120

Customer Experience Matrix

MAY 5, 2023

The division of labor has seemed natural, if not inevitable, because it mirrors the specialization and linear flow of a factory production line – the archetype for industry organization for more than a century. But, wherever the products themselves come from, it will be up to the marketing AI to present them effective to the AI shoppers.

Enterprise Management 177

Enterprise Management Work Management Marketing Management Copywriting 177

Customer Experience Matrix

OCTOBER 13, 2008

I won’t claim a direct cause-and-effect relationship, but is it really just a coincidence that the stock market finally had a good day exactly when my new Guide to Demand Generation Systems is about to be released? Think about it. That said, the new Guide Web site is in the final testing and should be launched tomorrow.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Lead Scoring 120

Customer Experience Matrix

JANUARY 18, 2007

The paper then argues that most effective way to create advocacy is through emotional attributes, and poses the challenge of building these into everyday bank experiences. (I commented briefly on Net Promoter Scores here here, and they’ve also come up in Ron Shevlin’s Marketing ROI blog and Adelino de Almeida’s Profitable Marketing ).

Paper 120

Paper Work Management Marketing Management SIC 120

Customer Experience Matrix

JANUARY 26, 2007

But it’s mostly because I myself avoid RFPs when other, less formal approaches can be more effective. Although some organizations do indeed award points for the quality of your selection process itself, it's really the outcome--having a suitable system--that's important. But I don’t. The actual approaches vary.

RFP 120

RFP Vendors Marketing Proposals Sales Qualified Leads 120

Customer Experience Matrix

FEBRUARY 9, 2007

To stick with yesterday’s example of a retention program, a typical project plan might project that 5% more customers will be retained during the year the plan is in effect. Yet, in fact, any project justification should be based on incremental changes and should consider the effects of other projects. Get over it.

Optimization 120

Optimization Contingency Planning Customer Satisfaction Forecasting 120

Customer Experience Matrix

MARCH 11, 2008

The point of this story—well, one point anyway—is that innovations which look sensible to outsiders often don’t get adopted because they don’t add enough value to an already well-run organization. (I Unfortunately, I haven’t seen this in reality.

Ideal Customer Profiles 120

Ideal Customer Profiles Work Management Marketing Management Rules 120

Customer Experience Matrix

MAY 26, 2023

But you can safely bet that feature usage rates are similarly low through the organization.) In effect, it pairs the business user with a really smart developer who will properly execute what the user describes, let the user examine the results, and tweak the product until it meets her goals.

Enterprise Management 156

Enterprise Management Buy Work Management Marketing Management 156

Customer Experience Matrix

FEBRUARY 28, 2007

The user interface of the system is organized into tabs, each designed to answer a particular question. This effectively meant I could examine results for different segments, sliced pretty much whatever way I wanted. . - This shows value per Life Year per starting customer, but it’s organized by calendar year rather than Start Year.

Cross-Selling 120

Cross-Selling Forecasting Classified Ads Acquisitions 120

Customer Experience Matrix

JANUARY 24, 2015

GreenRope workflow GreenRope is all-in-one software sold primarily to very small businesses such as lawyers, real estate agents, consultant, coaches and membership organizations. This is very desirable for small organizations that want to automate their operations while running as few systems as possible.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Paid Search Agency Marketing Report 120

Customer Experience Matrix

AUGUST 18, 2016

Either approach can be effective. Information is organized into a rigorous framework to ensure accurate, apples-to-apples comparisons. Actions are generally completed through a separate execution system. Movement may mean reaching different steps in a single campaign or entering a different campaign.

Work Management 120

Work Management Marketing Automation Services Marketing Management Account Based Marketing 120

Customer Experience Matrix

OCTOBER 11, 2012

No surprise there: it’s unlikely the ExactTarget sales team understood Marketo or was effectively incented to sell it. I wonder about that one: while some companies do need both, they are usually run by separate organizations with little need for tight coordination.

Enterprise Management 120

Enterprise Management Marketing Automation Services Peer-to-peer Marketo 120

Customer Experience Matrix

JULY 25, 2013

Instead, it is organized in terms of “streams” that contain pools of content. Marketo does in fact plan to apply predictive modeling to the system, although I think they''re trying to find the most effective content sequence for all customers, rather than scoring content at the individual level.

Marketo 120

Marketo Marketing Automation Services Marketing Automation Marketing Management 120