Customer Experience Matrix

SEPTEMBER 3, 2018

Third party data also includes intent information based on behaviors beyond the company’s own Web site. It’s become increasingly central for business marketers as Account Based Marketing puts a premium on understanding potential buyers whether or not they're already in the company’s own database.

DemandBase 199

DemandBase Lead Ranking Paid Search Agency Work Management 199

Customer Experience Matrix

AUGUST 22, 2016

Yet there’s probably more variety among the vendors in this category than any other. data verification methods (phone call, test for email bounces, compare against other sources, etc.) special methods to associate personal and business emails, attach leads to accounts, find social media handles, etc.

Enterprise Management 120

Enterprise Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

JUNE 13, 2016

This is a trend that’s been clear for some time; it’s a big part of the intent data and predictive data excitement of the past year or two. It's also one foundation of the MadTech vision I offered last year.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Linkedin 120

Customer Experience Matrix

JANUARY 1, 2019

Yet, regardless of their intent, Salesforce and ARM are likely to find their clients using their acquisitions for CDP-style customer data management. ARM Holdings, itself owned by tech conglomerate SoftBank, is a chip technology company that purchased Treasure Data to manage Internet of Things data.

Marketing Management 215

Marketing Management Paid Search Agency Vendors Acquisitions 215

Customer Experience Matrix

AUGUST 8, 2011

For what it’s worth, I did pick up a pair of intriguing buzzwords: the need to display information in “context” and to pick the context based on the user’s “intent”. The general idea is that context and intent can tame the flood of raw information by giving users only the data they need in formats that make sense.

CRM 120

CRM Conference Privacy Display 120

Customer Experience Matrix

MAY 24, 2016

Customers who haven’t bought yet (okay, they’re really prospects) still have some intention when interacting with us – presumably to learn something about our company or products so they can decide whether they want to do business. You can download the slides here.).

Mobile Marketing 136

Mobile Marketing Conference CRM Mobile Advertising 136

Customer Experience Matrix

JANUARY 4, 2012

In particular, LeadFormix infers visitors' “intent” (i.e., While its feature list covers all the usual marketing automation categories, the company's real focus was always on providing the most useful information to sales people. interests) and sales stage from the Web contents they choose to view.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

AUGUST 27, 2015

So content analysis is not quite a natural byproduct of the ABM or predictive analytics: it takes some intentional effort. This is only possible if someone specifically goes to the trouble of tagging the content and capturing the tags. A corollary is that not all ABM and predictive systems can deliver this benefit.

Account Based Marketing 120

Account Based Marketing Work Management Analytics Linkedin 120

Customer Experience Matrix

NOVEMBER 19, 2011

The paradox is intentional: you can’t remember the future because it hasn’t happened, so that uncertainty is what you should remember. I described the old methods in the first two posts of the series, The Seven Deadly Sins of Marketing Automation System Selection and Marketers Do a Bad Job Selecting Marketing Automation Systems.

Marketing Automation Services 120

Marketing Automation Services Vendors Marketing Automation Automation 120

Customer Experience Matrix

JANUARY 9, 2017

I’m doubly glad that these articles appeared together because they reinforced my intent to revisit these issues in a more concise fashion than my rambling post on RoseColoredGlasses.Me. But the fact that all three were top of mind for its editors and, presumably, readers was enough to illustrate their importance.

Amazon 120

Amazon Facebook Intent Design 120

Customer Experience Matrix

OCTOBER 15, 2015

Some vendors also added intent data based on visits to a network of publisher Web sites, but those networks capture a small share of total Web activity. In some ways, this isn’t such a huge leap: Everstring and several other predictive marketing vendors have long assembled large databases of company and/or individual profiles.

Marketing Management 120

Marketing Management Paid Search Agency Lead Ranking Ad Exchange 120

Customer Experience Matrix

NOVEMBER 9, 2017

This opens up all sorts of opportunities for well-intentioned workers to cause damage. Because those systems are directly tied into corporate databases, they remove the firewall that (mostly) separated customer data and processes from end-user developers. Personal systems have a more fundamental problem: they’re personal.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Budget Programs 120

Customer Experience Matrix

JULY 25, 2014

intent, sentiment, themes, topics, entities, etc.); Oracle is supporting this vision by ingesting data from hundreds of partners; doing advanced quality assurance, identity matching, and “signal extraction” from unstructured data (i.e., and providing connectors to dozens of ad targeting, site customization, testing, and analysis systems.

Marketing Management 120

Marketing Management Linkedin Buy Privacy Policies 120

Customer Experience Matrix

APRIL 24, 2014

This limited scope is intentional: the company is moving towards more frequent, smaller releases to reduce the impact of change on existing users and to field new features sooner.

Small Business Marketing 120

Small Business Marketing Work Management Marketing Management API 120

Customer Experience Matrix

JUNE 13, 2016

It then enhances the contact and account data with attributes, events, and intent from the usual ABM data vendors. The system applies sophisticated matching to unify contact data and to link contacts to accounts. Now things start get interesting.

Account Based Marketing 120

Account Based Marketing Marketing Automation Services Work Management Buy 120

Customer Experience Matrix

AUGUST 6, 2013

The details of RightWave functionality are less important than the appeal of its fundamental business model. After seven years of development, the company has about twenty clients. This sounds considerably short of setting the world on fire, but it really reflects intentionally slow growth as the product matured.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

FEBRUARY 18, 2016

This tailoring will be enabled by behavioral and intent data, which were also popular topics at the conference. But I can easily imagine a world where humans create a few great pieces of tentpole content and use a lot of simple, machine-created messages to feed people to it.

Conference 120

Conference Marketing Automation Services Content Customer Satisfaction 120

Customer Experience Matrix

NOVEMBER 9, 2015

I wrote last month about Everstring ’s expansion to the world of intent data and account based marketing. They are, after all, experts at seeing the future. At least, recent announcements make clear that they’re all looking to move past simple model building.

Lead Ranking 120

Lead Ranking Lead Scoring Work Management Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 16, 2012

If you’re wondering about this blog and my otheractivities as an industry analyst: my current intent is to continue. That requires new best practices and success histories for optimization. That’s exactly what I’ll be working on. It will be fun.

Demand Generation Agencies 120

Demand Generation Agencies Work Management Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

MAY 21, 2015

Their general intention is to continue serving their existing target market (companies from 10 to 2,000 employees) with marketing and sales tools. HubSpot was less forthcoming than Teradata about future directions, perhaps because they see little change from the current course.

Resource Management 120

Resource Management Hubspot Marketing Automation Services Enterprise Management 120

Customer Experience Matrix

FEBRUARY 27, 2013

It might be able to support mid-size B2C systems, but that doesn’t seem to be Oracle’s intent. There are also issues of scalability and of specialized needs such as programs with hundreds or thousands of segments. It’s hard to imagine Eloqua competing in the top tier of B2C.

Eloqua 120

Eloqua Marketo Marketing Automation Services Marketing Management 120

Customer Experience Matrix

JULY 7, 2015

Contemplating these results does give me pause.

Paid Search Agency 120

Paid Search Agency Planning Ideal Customer Profiles Ad Exchange 120

Customer Experience Matrix

MAY 1, 2007

This at least captures the customer’s state when they “left your hands”, so to speak, and before their intentions were affected by other activities. Here in the real world, you’ll probably be stuck measuring customer intentions with something like a net promoter score.

Work Management 120

Work Management Product Allocation Intent 120

Customer Experience Matrix

OCTOBER 2, 2013

The full description on idio''s home page reads “idio understands your customer’s interests and intent through the content they consume and uses this to deliver personalized and relevant multi-channel communications” and that pretty much says it all. But, for now, let’s not worry about CDPs and take idio on its own terms.

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Enterprise Management Lead Ranking 120

Customer Experience Matrix

FEBRUARY 21, 2014

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. That could serve as a pretty complete summary of the state of the art for B2B marketing today, especially if you consider “content marketing” as implicitly included.

DemandBase 120

DemandBase Advertising Agencies Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

FEBRUARY 4, 2010

In fact, if I hadn’t seen the survey this morning, my intent was to write about the convergence of database and digital marketing, precisely because digital marketers are increasingly aware of the value and possibilities of working from a consolidated database.

Online Marketing 120

Online Marketing Customer Surveys Advertising Channels Lead Scoring 120

Customer Experience Matrix

MAY 27, 2009

The behavior data captured by marketing automation systems restores the balance by providing an alternate source of insights into prospect interests and intentions. This makes it harder for salespeople to understand prospects and build relationships with them.

Eloqua 120

Eloqua Paper Profiling Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 12, 2013

Since priority presumably translates to purchase intent, that seems to foreshadow a decline in new sales. If you want another hint that the sky may be falling, how about this: a recent Econsultancy survey found that marketing automation is now lower priority among marketers than a year ago (top three for 11% vs. 15%).

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Automation 120

Customer Experience Matrix

DECEMBER 13, 2006

The girl’s father pulls him aside and says, “Young man, I want to know whether your intentions are honorable.” So I was quite surprised to hear several attendees questioning the concept—as in “we’re not sure customer centricity is for us.” This reminds me of the boy who goes to a girl’s home to pick her up for a date.

Database Marketing 120

Database Marketing Conference Consulting Contact Marketing 120

Customer Experience Matrix

OCTOBER 26, 2009

54% measured brand-marketing-style metrics such as awareness, perception or intent. Marketing Measurement Practices The group reported using three broad types of marketing success measurements: - 91% measured new customers acquired or leads generated. - 63% measured customer retention or sales from current customers or lapsed customers. -

Social Media 120

Social Media Customer Surveys Social Marketing Media 120

Customer Experience Matrix

JULY 20, 2009

These tags are needed even for attributes such as company size or buying intentions, since the standard lead database – which cannot be changed – stores only contact name, company, title and email address. Even here, selections can only be based on a handful of tracked Web behaviors and whatever custom tags the user has set up in Web forms.

Active Conversion 120

Active Conversion Lead Scoring Lead Ranking Lead Management 120

Customer Experience Matrix

JUNE 30, 2010

LeadForce1 launched a solution that uses advanced text analysis to measure user intent, and thus provide much better guidance to salespeople than conventional behavioral analysis. . - Genius.com added a new Demand Generation edition that falls between its basic Email Marketing and full-blown Marketing Automation products.

Loopfuse 120

Loopfuse Marketing Automation Services Enterprise Management Marketing Management 120

Customer Experience Matrix

SEPTEMBER 20, 2006

Sure enough, the next paragraph reveals their intentions. The clue is the qualifier “conventional”. Apparently RightNow offers some form of unconventional CRM that overcomes the traditional limits.

Marketing Management 120

Marketing Management Vendors Press CRM 120

Customer Experience Matrix

DECEMBER 26, 2007

Rather, the intent is to feed the leads to call centers or account managers who will call the customer, assess the situation, and react appropriately. Distribution can be based on channel capacity and channel priorities by customer segment: the highest-ranked leads are handled first.

Work Management 120

Work Management Marketing Management Marketing Automation Services Buy 120

Customer Experience Matrix

JULY 30, 2009

All that’s missing to be full-blown demand generation system is outbound email and lead nurturing campaigns—which the company has announced it will add. Implementations of these features are intentionally simple, since ease of use is more important than sophisticated options for small business marketers.

Small Business Marketing 120

Small Business Marketing Bundling Work Management Paid Search Agency 120

Customer Experience Matrix

AUGUST 24, 2016

Target Scoring isn’t just any use of predictive analytics, which can also include things like finding surges in content consumption (used to identify intent) or recommending the best content to send an individual. Target scoring is more than tracking intent surges, which do not capture other factors that contribute to likelihood of purchase.

Lead Ranking 120

Lead Ranking Vendors Account Based Marketing Lead Scoring 120

Customer Experience Matrix

JANUARY 12, 2018

And what makes that autonomy possible is situational awareness – the car's ability to understand its surrounding environment, including its occupant’s intentions, and to respond appropriately. What makes the self-driving car appealing isn’t that it can listen or speak, but that it can act autonomously. and clarity.

Activities 174

Activities Marketing AI Paid Search Agency Paid Social Agency 174