Customer Experience Matrix

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Mariana Uses Artificial Intelligence to Build Personas and Find Target Audiences

Customer Experience Matrix

Finding enough of them to be useful is a major limitation for systems that rely on machine intelligence to help target marketing messages. This helps it pick the right person when several people share the same name and lets it build detailed, accurate profiles ncluding Twitter and Facebook handles, employer, job function, and interests. This is where Mariana comes in.

Real Magnet Offers Complex Campaigns Withouth the Flow Charts

Customer Experience Matrix

I recently saw a useful distinction between AI – artificial intelligence, which is machines replacing people – and IA – intelligent assistance, which is machines helping people. Real Magnet support staff is also available to set up options when clients need help. The remaining work to implement the marketers’ choices is done by the system. Reports vary based on the campaign details.

Datorama Applies Machine Intelligence to Speed Marketing Analytics

Customer Experience Matrix

Datorama keeps track of what it learns about common source systems, like Facebook , Adobe Analytics , or AppNexus , making it better at mapping those sources for future implementations. Datorama can also provide services to help users get set up or to run the system for them if they prefer. 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.

Mautic Offers Free, Open Source Marketing Automation

Customer Experience Matrix

It is also putting together its own set of templates and workflows to help users get started. It apparently could have imported more social data if I had connected with my own Facebook, Twitter, or LinkedIn accounts. The product should definitely help service vendors by reducing costs for their clients, assuming the service vendors decide it’s powerful enough for their purposes.

B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. little data to having too much, leading to the rise of reporting "vanity metrics" such as Facebook "Likes". Look for.

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

Customer Experience Matrix

But plenty of other companies also help with omni-channel personalization. They can also export lists for Facebook promotions or to other channels. 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. The issue, at least in marketing technology, is that all systems address pretty much the same general problem of sending the right messages to the right customers (in the right time, place, medium, device, language, tone, etc.). data store.

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Hull.io Offers A Customer Data Platform for B2B Marketers

Customer Experience Matrix

How it works is this: Hull has connectors for major customer-facing SaaS systems, such as Salesforce , Optimizely , HubSpot , Mailchimp , Facebook custom audiences, Slack , and Zendesk. While we’re making questionably helpful analogies, think of this as the Jive Lady translating for the sick passenger in the movie Airplane. The need for a Customer Data Platform – a marketer-controlled, unified, persistent, accessible customer database – applies equally to business and consumer marketing. Hull.io is an exception. That’s the “persistent” bit of the CDP definition.

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Will Machines Replace Marketers? Artificial Intelligence Isn't Ready Yet But Watch Your Back

Customer Experience Matrix

It works across email, landing pages, text messages, social posts, Facebook ads, app notifications, and other media. Given the hype that accompanies pretty much every new technical development, it’s helpful to see that AI-based marketing isn’t as far along as one might expect. After accumulating a list, I’ve decided it’s time to pull together an overview of the topic.

Terminus Offers Targeted Display Ads for B2B

Customer Experience Matrix

To help the system run smoothly, Lenovo has both dedicated internal Adobe teams, as well as full-time support people on Adobe''s payroll, which means the company spends equal amounts on both products and support services. ” And Lenovo uses just only two of Adobe’s eight solutions. Nor does it address the challenges that users face in making sense of it all. email-based targeting. pricing.

B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. little data to having too much, leading to the rise of reporting "vanity metrics" such as Facebook "Likes". Look for.

Next-Generation Marketing Automation Systems Target Small Business

Customer Experience Matrix

Before jumping into the new systems, it helps to define a set of standard features to measure them against. I’ve written about this extensively in the past, so I won’t go into great detail here. On the other hand, it adds a powerful survey tool, easy conversion of emails to Facebook, Twitter, and LinkedIn messages, and easily created “instant offers”. Among U.S-based

Radius Provides High Quality Data on Small Businesses

Customer Experience Matrix

Fast-forward twelve months and the company has again adjusted its offering, now presenting itself as a “marketing intelligence platform” that helps business marketers find prospects who are similar to their current buyers. This latest vision was appealing enough to attract $54.7 million in funding in September , bringing the announced total to over $80 million. net new prospects”).

More New Systems Challenge the Marketing Automation Status Quo

Customer Experience Matrix

MindFire provides prebuilt templates for common marketing programs, to further assist clients who need help using the system. Other advantages include Google Adword integration; tagging leads by search term and Facebook ad; integration with Webex and GoToWebinar for event management; and a partnership with ZoomInfo to add contact names from companies that visit the client’s Web site.

Beanstalk Data Adds Service to the Marketing Automation Recipe

Customer Experience Matrix

Campaign steps do support an unusual variety of output formats, including email, list exports, text messages, Facebook posts, digital printing, call center, and Web posts to external systems. The company is not exactly a marketing agency, but will help its clients to define strategies and develop creative in addition to setting up marketing automation programs.

Provenir Adds Social Listening to Customer Decisions: Another Customer Data Platform

Customer Experience Matrix

Although setting these up is inevitably rigorous, Provenir makes it as painless as possible by providing help such as letting users draw lines to map fields from one system to another; building rules through score cards, tables and decision trees; and warning if a flow is incomplete. The system can also monitor and post messages on Facebook. So, what the heck…welcome to the club!

B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. little data to having too much, leading to the rise of reporting "vanity metrics" such as Facebook "Likes". Look for.

4 Marketing Tech Trends To Watch in 2014

Customer Experience Matrix

Marketers will have an increasing number of ways to build consolidated, multi-source customer databases without waiting for help from their IT departments. Consumers will continue to allow marketers to track their behaviors, even if they become slightly more discreet about the personal information they post directly on social networks like Facebook, Instagram, and Twitter. I''m not a big fan of year-end summaries and forecasts, mostly because I produce summaries and forecasts all year round. Customer Data Platforms mature. Digital advertising and customer marketing converge.

Bizo and DemandBase Lead B2B Marketing Automation to Web Advertising and Beyond

Customer Experience Matrix

Equally helpful to me personally, it reinforced my intention to write about Bizo and DemandBase, both of which have recently briefed me on their latest product extensions. These now extend beyond display ads to social media advertising through Facebook and LinkedIn, Web site personalization through Adobe, Web analytics through Google Analytics and Adobe, and integration with Salesforce.com CRM, BlueKai DMP, and Eloqua marketing automation. Let’s start with DemandBase. Astonishingly, four years have passed since I last wrote about them. So much for the mechanics.

Optify Lets Agencies Provide Small Business with Marketing Automation, Distributed Marketing, and Sales Enablement

Customer Experience Matrix

The system can also create Facebook landing pages and track visitors to them. sales enablement: systems to share marketing information with sales ( Genius , SalesFusion , LeadFormix , RightOn Interactive , Optify) distributed marketing: systems shared between central marketing organizations and local branches, dealers, distributors, sales agents, etc. That''s theme number three.

Influitive Helps Marketers Build an Army of Advocates

Customer Experience Matrix

managing awards, and API-level integration to pull profile data ( LinkedIn ), record completed challenges ( Quora , Twitter , Facebook , LinkedIn) and announce completed challenges ( Salesforce.com Chatter). Marketers recognize the potential reach of social media, but are rightly frightened that they can’t control the message. Most social marketing applications sidestep the issue by focusing on creating communities ( Jive , Lithium ), monitoring conversations (Radian6 , Trackur ) and running promotions ( CrowdFactory , Nextbee ). See my December 8 post for details.)

InfusionCon 2013: InfusionSoft Keeps Its Focus on Helping Entrepreneurs

Customer Experience Matrix

This consistency is no accident: Infusionsoft managers are quite vocal on their very conscious efforts to build a culture that is committed to helping entrepreneurs and is itself entrepreneurial. Facebook is by far the most important online channel for Infusionsoft customers, in many cases replacing Web sites as the primary online presence. Reducing costs is a lower priority.

Nimble Adds Social Data to CRM

Customer Experience Matrix

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. From a corporate perspective, it means the system contains data that salespeople didn’t enter manually – helping to overcome their perpetual complaint that salespeople enter data into corporate CRM systems without getting anything in return. I had an intriguing demonstration yesterday from social CRM vendor Nimble. Here’s how it works.

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Kwanzoo Builds Content for Cross-Channel Marketing

Customer Experience Matrix

The second thing that makes Kwanzoo special is that its pages can be deployed on a client’s own Web site, on external sites and ad networks, embedded in emails, within Facebook, or on a mobile device. The Eloqua integration is especially elegant, using an Eloqua Cloud Connector (i.e., a parameterized API call) that makes the Kwanzoo pages available within Eloqua’s own content builder and can read Eloqua cookies in real time to help guide the response selection. I first bumped into Kwanzoo about a year ago at a conference trade show and was frankly puzzled at what they offered.

Lattice Engines Automates All Steps in Prospect Discovery

Customer Experience Matrix

The company also monitors Twitter, Facebook company pages, Quora, and LinkedIn profiles of people within each sales person’s network. It''s particularly helpful that Lattice Engines supports both prospecting and customer management -- further reducing the need for multiple products, and further encouraging cooperation between marketing and sales departments.

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Argyle Social Helps to Track Social Media Results

Customer Experience Matrix

It can currently post to Facebook, Twitter and Linked In. Summary : Argyle Social offers social media marketing with above-average features for tracking results. I’ve had a couple of conversations in recent months with Argyle Social , one of the zillions* of companies offering social media marketing tools. Argyle’s particular focus is making social media measurable. It does this in two ways: - embedding trackable URLs in social messages. This overcomes the fact that social media traffic often can’t be tied to a referring Web site. make a purchase or take some other targeted action).

Optimove Helps Optimize Customer Retention (And, Yes, It's a Customer Data Platform)

Customer Experience Matrix

Each campaign triggers a single action, which can be directed to email, banner ads, direct mail, Facebook custom audiences, in-app pop-ups, SMS, app message boards, call centers, or other channels. As I wrote last week , it sometimes seems that every system I look at these days is a Customer Data Platform. The connections may be through file transfers or APIs. It has a few U.S.

NextPrinciples Offers Integrated Social Marketing Automation

Customer Experience Matrix

And I want more help with creating social content, such as Facebook forms, sharing buttons to embed in emails and landing pages, multi-variate testing and optimization, and semantic analysis of content “meaning”. Social marketing is growing up. We’re seen this movie before, folks. It starts when a new medium is created – email, Web, now social. But that’s really okay.

Venntive Adds Communities to Small Business Marketing Automation and CRM

Customer Experience Matrix

Social media support includes keyword searches and alerts; real-time or scheduled posting to multiple Twitter, LinkedIn and Facebook accounts; and detailed tracking of results. But there''s a lot to learn and users will need help. It has taken me some time to form a clear picture of Venntive. But Venntive makes perfect sense one you consider their needs. So far pretty normal.

Coupons and Offers Slowly Shifting to Digital: Notes from LEADS Marketing Conference

Customer Experience Matrix

We saw some industry consultants creating targeted campaigns social (Facebook especially), where the economics are impressive (some are obscenely profitable). Brands and retailers absolutely need consulting help to understand all these. My colleague Michael Darviche covered the LEAD Marketing Conference in Chicago last week. Here’s his report. One fascinating area for the past few years has been the coupon and offers space. The Shopper Technology Institute's LEAD Marketing Conference offered telling insights to where it all goes next. Worse yet, they are mass distributed.

New White Paper and Eloqua Prospect Profiler

Customer Experience Matrix

Replacing the relationship-building is more difficult, but demand generation systems can help somewhat by responding appropriately to prospect behaviors. If this isn't clear, think in terms of data from directories (D&B, Hoovers, OneSource), news feeds (Google Alerts, Lexis-Nexis, Reuters), social networks (Jigsaw, Linked-In), and social media (blogs, Facebook, Twitter).

LoopFuse Captures More Web Traffic Data

Customer Experience Matrix

The new release also adds real-time social media monitoring (directly for Twitter and Facebook , and through Collecta for blogs, YouTube and other sources). Having them within a single system is particularly helpful for the small businesses targeted by LoopFuse, where all channels are likely to be handled by a small department and possibly the same individual. Summary: LoopFuse has extended its system to capture more Web traffic data, which lays the foundation for future analytics. These features are certainly useful. Users get a list of the assets ranked by number of page views.

HiveFire Curata Cuts the Work in Content Aggregation

Customer Experience Matrix

Content on the Web site can also be published through RSS subscriptions, email newsletters, Twitter, Facebook and LinkedIn. Because the system is hosted by Curata, it can be set up and maintained without help from the corporate IT department or Web team. Summary: HiveFire Curata makes it easy to assemble and republish content on specialized topics, attracting visitors to your company’s Web site. Here’s an irony for you: the world is awash with content, but marketers struggle to find enough of it. It’s like a sailor dying of thirst. Of course, sailors really do die of thirst.

Real Examples of Social Media ROI

Customer Experience Matrix

million in tech spending by helping users share ideas on how to solve their problems more cheaply. Summary: some published examples of "hard" ROI from social media. As part of the preparation for next Tuesday’s Webinar with 1to1 Media and Neolane (register here ), I poked around for some concrete examples of ROI from social media. Here’s what I found. Socialnomics blog by Erik Qualman offers a dynamic video with 33 “salient examples and data points” about social media ROI. The company expected this to yield at least one sale which would cover the entire annual cost of the program.

Aprimo Marketing Studio Supports Sophisticated Business Marketers

Customer Experience Matrix

Marketing Studio offers a blog engine tailored to corporate needs: managers can review and approve posts; the system can automatically notify Twitter , LinkedIn and Facebook of new post; and each blog topic is assigned a different URL, which helps with search engine rank. Summary: Aprimo Marketing Studio offers powerful features in an on-demand system for sophisticated business and consumer marketers. You know who you are. took a look at the actual product last week. Bottom line: Aprimo delivered what they promised. Aprimo has not found a magical solution to this dilemma.

Spredfast Offers Systematic Management for Social Media Campaigns

Customer Experience Matrix

Summary: Social Agency’s Spredfast helps marketers schedule social media campaigns the same way they schedule paid advertising. Only later would they initiate conversations and, eventually, provide tools to help their friends spread the word. Another key feature is that Spredfast supports multiple “voices” of actual or constructed individuals, each having accounts in multiple channels ( Facebook , Twitter , blogs, etc.). This helps users tailor their posts to encourage coverage. Silly me. On reflection, this makes sense. Spredfast supports on-demand posting too.

Acxiom Uses Social Media Data to Segment Email Lists

Customer Experience Matrix

It's a different, and arguably more practical, approach to helping marketers take advantage of social media. Apparently (and I’m taking Acxiom’s word on this), this data is publicly available from most social networks ( Twitter , Facebook , MySpace , LinkedIn , Plaxo and some more specialized ones) once you know someone’s email address. Summary: Acxiom's new social media marketing tool gathers public data about social media links and uses it to segment email lists. Acxiom last week released a new “social media marketing” solution called Relevance-X Social.

Web Analytics Is Dead. So Is Customer Centricity. I Need a Drink.

Customer Experience Matrix

Even as analysts are still sorting through the implications of last week’s acquisition of Omniture by Adobe , the industry saw two additional important announcements this week: Omniture combining its data with comScore to help measure Web advertising audiences , and Nielsen working with Facebook to poll consumers on advertising impact. Indeed, if you want to use that data to help guide customer interactions across channels, the data must be not just centralized but also updated in real-time. But many marketers are just getting their arms around traditional Web analytics.

Pedowitz Group's Sweet Suite Builds the Missing Link between Social Media and Marketing Automation

Customer Experience Matrix

Probably the most common are products that make it easier to post comments or share links via Facebook , LinkedIn , Twitter and other public forums. Many of the monitoring systems also help users post responses to the messages they find. The system scans Twitter, Facebook and LinkedIn for mentions and can make automated replies when it finds something. This suggests that tools used to enhance phone agents’ effectiveness, such as context-sensitive recommendations and standardized scripts, can also help to guide social media agents.

Hubspot Offers Small Business Marketers a Big Bundle of Features

Customer Experience Matrix

For example, the blogging system automatically connects the blog to social media sites that help to redistribute content. Most seemed fairly useful when I played with them a bit, although the Web “personality grader” managed to be both inaccurate [“your Internet use primarily consists of emailing family pictures and checking your teenager’s Facebook”] and insulting [“engaging in more meaningful conversations and sharing less about your personal life may improve this grade”]. Small businesses willing to invest some effort should be pleased with the results.

Alterian Pushes Into Social Media Management with Techrigy Acquisition

Customer Experience Matrix

This isn’t about making it easy to react to comments on Twitter , add friends on Facebook , or research prospects on LinkedIn , which is how most marketing automation vendors are approaching social media. Sources include blogs, social networks (publicly-accessible sections of Facebook, MySpace , etc.), In any case, this is where the Alterian engine should help. Summary: Alterian's purchase of Techrigy marks the first integration of serious social media management with marketing automation. Others are sure to follow. Sparingly. But it did give a good flavor for the system.