Customer Experience Matrix

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Campaign Management Is Dead. Here's What Next-Generation Marketing Automation Looks Like.

Customer Experience Matrix

It didn’t specify the nationality of the goldfish. (2) The preceding generation of campaign managers, called MCIF systems, used proprietary columnar databases to wring adequate performance from the PC hardware available at the time. But if you want to understand my thinking in more detail, please read on. The first modern campaign manager, Third Wave Network’s MIND, was released in 1991.

suitecx Offers Industrial-Strength Customer Journey Maps and More

Customer Experience Matrix

The grids are automatically generated from the interaction list developed in diagosticcx or imported via spreadsheet. Customer journey mapping is now the buzziest of buzz words. Journey mapping is equally popular among agencies and consultants, although it also often is little more than a new label for the old sales funnel. The tool is designed around its own intended user journey.

News from Krux, Demandbase, Radius: Customer Data Takes Center Stage

Customer Experience Matrix

But beyond the standard DMP function of generating advertising audiences, Krux gives Salesforce a solid customer data foundation to support all kinds of marketing management. If Dreamforce seems a little less crowded than you expected this week, perhaps it's because I didn’t attend. But I’m still tracking the news from Salesforce and other vendors from my cave in Philadelphia.

Customer Data Platforms Revisited: The Future of Marketing Data

Customer Experience Matrix

The practical advantage of those systems over Data-only solutions is obvious: Decision systems deliver a revenue generating application while Data-only systems do not. It’s nearly two years since I introduced the concept of a Customer Data Platform , defined as a marketer-controlled system that builds a multi-source customer database and exposes it to external execution systems.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

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

Customer Experience Matrix

usually hedge my bets with this sort of prediction, but will abandon my typical caution because I’m convinced that campaign management and marketing automation are too deeply rooted in the old world of batch list generation to meet today’s need for continuous optimization of customer treatments. Their core architectures just aren’t up to it. I’m not saying that JOEs will have no competition.

Why Designing Your Marketing Technology Stack is a Waste of Time

Customer Experience Matrix

That 30 year span means a generation of managers spent their entire career dealing with the shift. My post last week about machine intelligence sparked a Twitter comment from @Jetlore, “The term 'machine learning' is like the term 'mobile' 7-10 years ago. The most obvious of those is electricity. Devine, Jr., ( The Journal of Economic History , June 1983). By 1929 they provided nearly 80%.

Next-Generation Marketing Automation Systems Target Small Business

Customer Experience Matrix

Looking beyond technology, the vendor provides access to a 15 million name email database, a telephone lead generation team, and other services that can supplement or even replace an in-house marketing department. The new entrants are clustered towards the small business end of the market, where they see an opportunity for simpler systems at lower prices than existing market leaders.

Marketing Automation User Satisfaction: Clearly, There's Room for Improvement (and maybe a little vodka)

Customer Experience Matrix

marketing automation effectiveness software satisfaction g2crowd demand generation Last week’s post on marketing automation and its discontents prompted several questions about whether the level of dissatisfaction is any higher with marketing automation than other systems. But I do have some data to share on the question of relative dissatisfaction. But I doubt it.

B2B Marketing Trends for 2016

The first generation of digital natives expects to be able to complete most of their selection process. preference, lead generation) isn't new, just more intense. inbound lead generation with more targeted, proactive campaigns. ABM to become a standard part of any B2B marketer’s demand generation. CEO can understand, including revenue generation, client acquisition and.

Mautic Offers Free, Open Source Marketing Automation

Customer Experience Matrix

That’s better than some commercial systems, but doesn’t include advanced lead scoring features like limiting the number of points that generated by repeating an action or reducing points for past behaviors over time. The only real question about free, open source marketing automation from Mautic is what took so long. Small businesses constantly cite cost as a major roadblock to adoption.

Brightfunnel Gives B2B Marketers Self-Service Revenue Attribution

Customer Experience Matrix

b2b marketing lead generation marketing analytics marketing technology revenue attributionMarketing without revenue attribution is like playing golf without keeping score: it might be fun but you can’t tell whether you’re doing a good job. But while keeping score in golf is simple, figuring out the impact of marketing programs is quite tough. But this doesn’t always happen for many reasons.

Which B2B Marketing Automation Features Actually Get Used? Here's Some Data.

Customer Experience Matrix

Here are details and links for the surveys I’ve summarized above: Holger Schulze, B2B Lead Generation Marketing Trends, 2013 Survey Results. I’ve been writing a paper on the stages that marketers go through when deploying their marketing automation systems, the basic point being it’s important not to stop with just one feature. Here’s where things got interesting.

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

Customer Experience Matrix

So any machine-based approach to customer management has to generate personas, life stages, and content to be complete.* I see no inherent reason that machines couldn’t ultimately do the persona and life stage definition. 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. The company made two major product announcements, expanding the reach of Marketo campaigns into mobile apps and display ad retargeting.

Future of Marketing Content: Reflections on the Content2Conversion Conference

Customer Experience Matrix

But I also chatted with people from Adaptive Campaigns (which did not exhibit), whose system uses rules to generate highly customized programmatic display ads. As you know from the Machine Intelligence in Marketing Landscape in my last post, I’ve also identified a several other systems that use automated methods to generate and select content. I’ll even predict that machine generated content will be a major trend in the near future – precisely because it’s the only practical way for marketers to take full advantage of the detailed information now available on content consumption.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

True Influence InsightBASE Simplifies Use of B2B Intent Data

Customer Experience Matrix

B22B lead generation vendor True Influence today announced a new product to help fill these gaps. Intent data is one of hottest topics in marketing today – see, for example, Oracle’s recent purchase of AddThis. But while the promise of intent data is irresistible – “reach prospects with demonstrated interest in your product!” – the reality is less appealing. Even setting aside issues of accuracy and coverage , there are problems with both advertising and email, the two primary applications for intent data. So, what distinguishes InsightBASE from other intent-based products?

Will New Marketing Automation Tools Let Sales Climb Back Up The Funnel?

Customer Experience Matrix

Sales could then push marketing back to its traditional narrow role of generating promotional materials and doing research. Integration of advertising with marketing technology potentially gives sales people another route for generating their own prospects. Trends are signposts of the future: they point to where we’re headed. That''s pendulum swinging with a vengeance.

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

Customer Experience Matrix

Later this year, ZenIQ plans to release machine learning-based recommendations that will, in effect, generate the rules themselves. 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. Even automated recommendations in place, ZenIQ won’t select your target accounts or execute the recommended actions. Now things start get interesting.

Moving On: Lessons from the B2B Marketing Trenches

Customer Experience Matrix

serious demand generation program might move contacts through half dozen stages with several levels within each stage and several messages within each level. email marketing nurture programs marketing tips b2b marketing test design leftbrain dga content marketing demand generationIt was fun to work again as a hands-on marketer. Here are some insights based on the experience.

B2B Marketing Trends for 2016

The first generation of digital natives expects to be able to complete most of their selection process. preference, lead generation) isn't new, just more intense. inbound lead generation with more targeted, proactive campaigns. ABM to become a standard part of any B2B marketer’s demand generation. CEO can understand, including revenue generation, client acquisition and.

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

Customer Experience Matrix

It has recently released the beta version of a predictive platform that automatically generates probability scores, rankings, and estimated values for nine actions such as making a purchase within the next 24 hours, opting out of future contacts within the next week, and expected revenue within the next thirty days. 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. Sailthru is a good example. Perhaps I shouldn''t complain. customer profiles.

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New Marketing Automation Options for Small Business in the VEST Report

Customer Experience Matrix

Lead Liaison content creation Lead Liaison calls itself “revenue generation software” to indicate that it provides more than a standard B2B marketing automation product. Here are thumbnails of the others. 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.

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

Customer Experience Matrix

abm account based marketing b2b marketing lead generation target account marketingWith 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. As you might suspect, that is exactly what The Big Willow does. This tells it which devices saw which content.

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

Customer Experience Matrix

b2b marketing automation demand generation software marketing technology Raab VEST report I just finished the latest release of the B2B Marketing Automation Vendor Selection Tool , a.k.a. VEST Report. 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.

B2B Marketing Trends for 2016

The first generation of digital natives expects to be able to complete most of their selection process. preference, lead generation) isn't new, just more intense. inbound lead generation with more targeted, proactive campaigns. ABM to become a standard part of any B2B marketer’s demand generation. CEO can understand, including revenue generation, client acquisition and.

MarTech Madness: Marketing Technology Managers Come Out to Play in San Francisco

Customer Experience Matrix

These products differ from the earlier generation of journey managers in being tied to live customer data and execution systems, rather than simply drawing a map. MarTech Madness hit this week in San Francisco as 1,200 delighted marketing technologists escaped from their cubicles to cavort under the genial gaze of @chiefmartec Scott Brinker at the latest MarTech Conference. My own experience was a bit skewed because I was pulled into many side meetings, but the attendees seemed pleased and the sessions I did attend were excellent as always. Two mentions officially makes it a trend.

Marketing Automation Dissatisfaction: Are Users Buying the Wrong Systems?

Customer Experience Matrix

b2b marketing automation buying marketing automation systems demand generation systems marketing automation evaluation criteria marketing automation failures marketing automation system selection I took a preliminary peek at the results of the marketing automation deployment survey that VentureBeat and I have been fielding for the past few weeks. First, some context.

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New Frontiers in Data Driven Marketing

Customer Experience Matrix

There are plenty of other NLP applications, such as sentiment analysis, speech processing, data gathering, and even some slick “copy generation” methods (for example, Persado and Captora , which I described briefly last June ). Let’s just say you had to be there. But even without celebrities, I think the list is worth a quick look as you start planning for next year’s marketing programs.

New Paper -- Which Social Media Marketing Methods Are Best For You?

Customer Experience Matrix

For the social media marketing paper, we defined eight goals: attract attention, build brand reputation, generate qualified traffic, generate qualified leads, nurture relationships with leads, retain and grow existing customers, provide customer support, and gather market intelligence. It's a do-it-yourself guide to picking social media marketing methods. and TrustRadius.

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Oracle Buys Eloqua: Winners and Losers for B2B Marketing Automation

Customer Experience Matrix

demand generation systems salesforce.com marketo eloqua marketing automation industry oracleOracle announced today that it has agreed to purchase B2B marketing automation leader Eloqua for $23.50 per share, which comes to $871 million. This was a bit of a surprise, given that Eloqua just went public in August. The stock had been hovering around $17.50 The jury on that is very much still out.

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Why Is B2B Marketing Automation Growing So Slowly?

Customer Experience Matrix

marketing software trends b2b marketing automation industry growth rate b2b demand generation systemsLet me start by saying that the 50% revenue increase I’m projecting for B2B marketing automation in 2013 is a very healthy one. In actual dollars, the $250 million gain is much larger than the $175 million growth in 2012. million) but just 28% in the second half ($50.7 million vs. 39.6

Salesforce Purchases Deep Learning Artificial Intelligence Vendor MetaMind: Yeah, That's a MarTech Trend

Customer Experience Matrix

You can also see this as making marketers more productive in the sense of letting them generate more individualized customer treatments per work hour. It’s worth a brief note to record that Salesforce.com purchased artificial intelligence vendor MetaMind on Monday. This vision of pervasive AI is how I personally expect the industry to develop. The cumulative impact will be to make all aspects of marketing more effective as treatments are tailored more precisely to individual customers and contexts. Those benefits are two sides of the same coin.

Top Five Metrics for Revenue Generation Marketers

Customer Experience Matrix

myself have just completed a white paper on Top Five Metrics for Revenue Generation Marketers , sponsored by LeadMD , and touched on it in a separate Gleanster study, Revenue Performance Management - The Evolution of Marketing Automation. Marketing measurement is a perennially popular topic. The obvious question was whether these three sources agreed about what’s important.

New Raab VEST Report: B2B Marketing Automation Will Reach $1.2 Billion in 2014

Customer Experience Matrix

b2b marketing automation demand generation systems lead generation systems marketing automation industry size marketing automation vendor rankings marketing software raab report VEST report I’ve just published the latest edition of our B2B Marketing Automation Vendor Selection Tool (VEST), with updated entries on all your favorites and several new entries to boot. billion. We''ll see.

Marketing Automation's Unhappy Users: Trouble in Paradise?

Customer Experience Matrix

marketing software demand generation systems marketing automation benefits marketing automation user satisfaction marketing automation adoption marketing automation systems marketing cloud As I mentioned in last week''s post , I’m writing a paper on stages of marketing automation deployment. The paper itself will be available to Webinar attendees. One final survey reinforces this point.

Ensighten Transforms Web Tags into Rich Customer Data

Customer Experience Matrix

Frustrated by the limits that traditional tagging methods placed on clients’ ability to move quickly, the firm developed an engine to generate custom sets of tags for each Web site visitor. Looking back once more at last month’s post on the future of marketing data , you may recall that I briefly mentioned the intriguing rise of Web tag management systems as platforms to integrate customer data. Tealium highlighted the topic on Tuesday with $30.7 million in new funding , bringing the total to $77.9 Sounds like a Customer Data Platform to me. But I''ll get back to Tealium some other time.

What Makes a Good Marketing Platform? Rules for Platformality

Customer Experience Matrix

Some sort of self-generating wiki might work. That Scott Brinker is such a devil. Last month he goaded me into coming up with a framework for relating marketing technology to business strategy , which I''ll present at the MarTech conference in August. Here are my thoughts on this, folks. But, to my mind, a real marketing platform needs more than just an app store and a published API.

Rules 81

Bislr: A "Marketing Operating System" That Includes Marketing Automation As An App

Customer Experience Matrix

It''s debatable whether Bislr’s approach is significantly different from being a marketing automation “platform”, but Bislr itself is clearly part of a new generation. think the answer is: probably not. This means the platform strategy provides less value than many vendors and investors assume, although it may be needed for competitive parity. So let’s talk a little more about them.

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Teradata Integrates Its Marketing Automation Acquisitions for Enterprise Marketers

Customer Experience Matrix

Users can create emails and landing pages and preview how they would appear on different devices, although the system-generated contents don''t automatically reformat the outputs to fit the viewing platform (a.k.a., Last year’s biggest marketing automation acquisitions were products for consumer marketing: ExactTarget by Salesforce.com , Neolane by Adobe , and Responsys by Oracle.