Customer Experience Matrix

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Singing the Customer Data Platform Blues: Who's to Blame for Disjointed Customer Data?

Customer Experience Matrix

The gap is music to my ears, since helping marketers fill it is what keeps consultants like me in the business. Better tools, like Customer Data Platforms, can help by reducing the expertise needed. I’m in the midst of collating data from 150 published surveys about marketing technology, a project that is fascinating and stupefying at the same time. So far so good. suggests.

Can Customer Data Platforms Have Decision Functions? Discuss.

Customer Experience Matrix

From the CDP vendor’s viewpoint, this connectivity is helpful because it makes their system more important to their clients. The tractor analogy also helps show why data-only CDPs have been sold almost exclusively to large enterprises. That may seem pretty abstract but bear with me because this isn’t really about definitions. It’s about what systems do and how they’re built.

3 Insights to Help Build Your Unified Customer Database

Customer Experience Matrix

The goal was to assess the current state of customer data unification and, more important, to start exploring management practices that help companies create the rare-but-coveted single customer view. But it’s a rich set of data so this post will highlight some other helpful insights. 1. So agile is helpful but not a magic bullet. All central customer databases are not equal.

Rating the Crowd-Sourced Marketing Software Review Sites

Customer Experience Matrix

Looking beyond selection tools: most sites supplement the reviews with industry reports, buyer guides, comparison grids, and similar information to help users make choices. 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.

B2B Loyalty, The B2C Way

Find out how consumer loyalty principles can help B2B companies reward, recognize, and engage their customers

Landscape of MarTech Vendor Directories

Customer Experience Matrix

But on further reflection, I recognized that these landscapes are really a type of directory that helps marketers find available products. I'm making a presentation on marketing technology selection at B2BLeadsCon in New York next week, and had thought to start with the usual Oh-My-God-There-Are-So-Many-Vendors slide to get everybody's attention. Enjoy!

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

Customer Experience Matrix

My personal highlights were: - Sailthru introducing its next round of predictive modeling and personalization features and working to help users adopt them. You may have noticed a common theme in these moments: trying to help marketers do things that are clearly in their interest but they're somehow avoiding. Both were well attended, well produced, and well worth while.

Marketers Are Struggling to Keep Up Customer Expectations: Here's Proof

Customer Experience Matrix

But perhaps this data will help build your business case for investments to solve the problem. How pitiful is this: My wife left me alone all last weekend and the most mischief I could get into was looking for research about cross-channel customer views. The only defense I can make is I did promise a client a paper on the topic, which I finished Sunday night.

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

Customer Experience Matrix

Scientists tell us that the attention span of the average human is now shorter than the attention span of a goldfish.(1) In such a world, the chances of anyone reading this 2,000 word blog post are pretty much nil. 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. Maybe you're unimpressed.

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. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.

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

Customer Experience Matrix

This uses the Radius Business Graph database (notice a naming trend here?) to help clients identify shared customers without exposing their entire files to each other. 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. billion for LinkedIn.

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.

Marketing Technology of the Future: Beyond the Customer Data Platform

Customer Experience Matrix

It helps even more if I know you don’t already have one. This will probably require help from other systems, but make sure the monitors are as independent as possible so they’re not fooled by shared mistakes. The last three minutes of my MarTech Conference presentation are driving me crazy. The preceding portions cover the current state of Customer Data Platforms. Contextual data.

SalesPredict Offers Highly Automated, Highly Flexible Predictive Modeling

Customer Experience Matrix

This helps users understand the model and suggests criteria for targeting increased marketing investment. That said, SalesPredict’s primarily integration with Salesforce.com, user interface, and company name itself suggest the vendor’s main focus is on helping sales users spend their time on the most productive lead. Back in, say, 2008, a product like this would be big news.

Guide to ABM Vendors: What's in a Complete ABM Stack?

Customer Experience Matrix

Yesterday’s post announced our new Guide to ABM Vendors , which helps marketers make sense of the confusing variety of ABM-related systems. If you do want help, you can start by hiring a scoring vendor to identify your best target accounts. Everything in between is optional but helps to make your work easier and more effective. The post describes our framework of four ABM process steps, six system functions that support those steps, and six sub-functions that are hardest to find. All the functions are indeed required, but the sub-functions are optional. There sure is!

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

Datorama Applies Machine Intelligence to Speed Marketing Analytics

Customer Experience Matrix

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. But the company also calls itself a “marketing integration engine” that works with “all of your data”, which certainly goes beyond just advertising. This isn't to say that Datorama lacks focus.

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

Customer Experience Matrix

And on automated tools to help load unstructured data and clean dirty data. This post will resume the tour I started in March of journey orchestration engines – our new friend JOE. But first I’ll interrupt myself to announce that I have officially decided to predict that JOEs will replace campaign management and marketing automation as the core system for marketing departments.

LeadLiaison Helps Marketing Automation Users Break the Content Bottleneck

Customer Experience Matrix

In particular, LeadLiaison helps marketers create content, a critical bottleneck that is not addressed by most marketing automation systems. LeadLiaison is adding a marketing content map that will help planning by showing the inventory of available content by buyer type of purchase stage. You may have noticed that there are many B2B marketing automation systems available.

Hushly Helps Marketers Connect With Anonymous Web Site Visitors

Customer Experience Matrix

When this blog last left Geoff Rego in 2010 , he had just sold the assets of pioneering B2B marketing automation vendor Market2Lead to Oracle. Since then, he’s been gnawing at the bone of anonymous business leads, suspecting that there’s some way to gain value from people who are interested in a product but haven’t identified themselves to vendors. Rego has shown me a couple of approaches over the past few years, none of which quite worked out. But when we saw each other at Dreamforce last month, it seemed he had settled on a keeper. Members can block messages from a vendor if they wish.

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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. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.

Strikedeck Adds Automation to Customer Success Management

Customer Experience Matrix

On the other hand, several do use rules and/or predictive analytics to help manage the post-purchase portion of the customer relationship – making them possible Journey Orchestration Engines (JOEs). I first started paying attention to “customer success management” systems when I realized they were assembling data from multiple sources to build a consolidated customer view – something that could potentially serve other departments throughout the organization. Again, though, they fall short on other parts of the definition, in this case the one related to journey mapping.

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. 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. The only real question about free, open source marketing automation from Mautic is what took so long. My problem is two-fold.

Just Released: ABM Vendor Guide Gives Detailed Comparison of 40 ABM Vendors

Customer Experience Matrix

But if nothing else, the report helped to clarify my own thinking about ABM technologies. It’s nearly a month since my last blog post, which I think is the longest gap in the ten years I've been blogging. 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. Hopefully the result is worth the effort. Either approach can be effective.

Lytics Adds Marketing Recommendations to a Customer Data Platform

Customer Experience Matrix

But it''s still a big stride towards helping marketers make choices that otherwise depend entirely on their own expertise. It’s just over one year since I first spoke with Lytics *, which at that time was (accurately) calling itself a Customer Data Platform but had not yet released a beta version of its product. In fact, Lytics could pretty much the poster child for the CDP concept.

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. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.

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

Customer Experience Matrix

Those struck me as strategically valuable, helping to secure Marketo’s place at the center of its users’ customer management infrastructure. It also probably helps that people buying predictive systems are generally more sophisticated marketers. But marketers won''t adopt that approach until (a) machines can also create content without the persona / lifestage framework and (b) humans are willing to trust the black box so completely they don''t need personas and lifestages to help understand what the machines are up to.

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

Customer Experience Matrix

From a more mundane perspective, limiting its focus to B2B prospect management lets Everstring concentrate its own marketing and sales efforts on a specific set of buyers, even as it slowly expands the range of problems it can help those buyers to solve. It confirms that Everstring has become a leader in the field despite its relatively late entry.

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BlueConic User-Driven Marketing Maturity Model: Surprises on the Road to Customer-Centric Marketing

Customer Experience Matrix

At that stage, all the central marketing system can do is “listen” to customer activities and make the data it assembles available to the channel systems to help guide their own decisions. I’m as fond of hearing my voice as most consultants, which is very fond indeed. Click here to see the Webinar and download the related paper.) Some that particularly struck me are: Listening first.

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 enablement tools like Velocify and Clari help salespeople pick the right treatment for each prospect, which can include sending them to automated campaigns. Trends are signposts of the future: they point to where we’re headed. If the pendulum is really swinging the other way, then sales people will be taking a more active role earlier in the buying process. Only time will tell.

Future of Marketing Content: Reflections on the Content2Conversion Conference

Customer Experience Matrix

The uses for this information are obvious, including helping marketers to understand which topics are most appealing and giving salespeople insight into the interests of individual prospects. 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. Then I knitted together – at least to my own satisfaction – what had seemed to be disconnected observations. So I might be overreacting.

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

Customer Experience Matrix

But plenty of other companies also help with omni-channel personalization. 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.). Sailthru is a good example. Perhaps I shouldn''t complain. customer profiles. data store.

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New Marketing Automation Options for Small Business in the VEST Report

Customer Experience Matrix

The company also provides extensive training and support materials, including a required three hour Quickstart package to help new clients use the system effectively. 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.

Hull.io Offers A Customer Data Platform for B2B Marketers

Customer Experience Matrix

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. Indeed, many of the firms I originally identified as CDPs were lead scoring and customer success management vendors who serve primarily B2B clients. Once you apply that filter, nearly all the remaining firms sell largely to B2C enterprise clients. Hull.io is an exception.

LinkedIn Buys Fliptop: Why Account Based Marketing and Predictive Analytics Are a Natural Fit

Customer Experience Matrix

In fact, the relationship is so obvious that it almost seems unnecessary to lay it out: predictive vendors help marketers find accounts to target; ABM helps marketers reach target accounts. Predictive analytics vendor Fliptop today announced its acquisition by B2B social network LinkedIn. The juxtaposition highlighted just how much predictive and ABM complement each other.

Engagio Goes Beyond Account Based Marketing to Unify Marketing, Sales, and Service

Customer Experience Matrix

Engagio tries to match on information within the lead record itself and, if that fails, appends data from LeadSpace to help. Maybe you think Account Based Marketing is utterly revolutionary or maybe you think it’s nothing new at all. Or maybe, like me, you’ve decided that getting marketers to think in terms of accounts is a modest but real change whose true significance is that it finally aligns marketers with how the way salespeople have worked all along. None of that matters, according to Engagio ’s Jon Miller, because ABM is dead. The new boss is Account Based Everything.

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

Customer Experience Matrix

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. Anyone who has chatted with me in recent months knows that I’ve added the impending domination of humans by intelligent machines to my usual list of obsessions. could do the job from start to finish. Let’s look at each task in turn.

Moving On: Lessons from the B2B Marketing Trenches

Customer Experience Matrix

simplicity helps. greater focus on comparing expected vs. actual results would have helped, since calculating the expectations would have probably required a closer focus on how long it took leads to move through the funnel. I’ve just ended my six month tour as VP Optimization at LeftBrain DGA, and am now returning full time to my usual consulting, writing, and general shenanigans.

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.