Customer Experience Matrix

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Mariana Uses Artificial Intelligence to Build Personas and Find Target Audiences

Customer Experience Matrix

And, yes, Crystal advises you how to interact with others based on those insights, going so far as to suggest changes to your emails to better fit the style of the recipient. Can computers understand an individual human’s personality (and then, presumably, use that understanding to better target marketing messages)? But many of your marketing targets are less visible. How many more?

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

Customer Experience Matrix

complete customer view cross-channel customer profiles customer data management customer data platforms customer expectations customer experience management real-time interaction managementHow 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. Marketers certainly see this as well.

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

Customer Experience Matrix

These are summarized in the table below: ABM Process System Function Sub-Function Identify Target Accounts Assemble Data External Data Select Targets Target Scoring Plan Interactions Assemble Messages Customized Messages Select Messages State-Based Flows Execute Interactions Deliver Messages Execution Analyze Results Reporting Result Analysis You might assume that a complete ABM stack would include systems that do all of the functions and sub-functions, but that’s only half right. All the functions are indeed required, but the sub-functions are optional. There sure is!

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

Customer Experience Matrix

This was realistic when interactions were limited to a few company-controlled touchpoints. What’s changed is visibility: marketers now can see vastly more data about their customers and can interact with them through vastly more channels. This includes both data a company gathers through direct interactions and data aggregated by third parties and offered for sale. think not.

Evangelizing a Content Marketing Program

actually choose to read, watch, and interact with is. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 4 II. Why This Guide 6 III. Instead, most.

suitecx Offers Industrial-Strength Customer Journey Maps and More

Customer Experience Matrix

It involves not just listing interactions or displaying them in a diagram, but also analyzing their contents, results, and supporting systems. suitecx is to static customer journey diagrams as Google Maps is to the Rand McNally Road Atlas: an interactive alternative with almost boundless functionality. Customer journey mapping is now the buzziest of buzz words.

Landscape of MarTech Vendor Directories

Customer Experience Matrix

As you see, this contains four sets of products: the original six landscapes, divided between the static images and the two interactive options (both very cool). 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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Just Released: ABM Vendor Guide Gives Detailed Comparison of 40 ABM Vendors

Customer Experience Matrix

Identify Target Accounts Plan Interactions Execute Interactions Analyze Results The next step was to define the system functions that support each process step. Plan Interactions Assemble Messages This includes building marketing messages and importing messages built in external systems. Execute Interactions Deliver Messages This includes systems to deliver emails, personalized messages on the company Web site, display advertisements, and includes alerts and advice to sales reps. Hopefully the result is worth the effort. The fundamental challenge was two-fold.

SalesPredict Offers Highly Automated, Highly Flexible Predictive Modeling

Customer Experience Matrix

Users can drill further into each record to see more customer and company information including previous interactions, products owned, and won or lost deals. A couple of weeks ago, I wrote that “predictive everywhere” is one of major trends in data-driven marketing. might have added a third meaning: that systems to do predictive modeling are everywhere as well. Is SalesPredict right for you?

B2B Marketing Trends for 2016

But as B2B buyers complete more of their journey before ever interacting with a. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly.

Tealium Grows from Tag Manager to Customer Data Platform

Customer Experience Matrix

It’s an important differentiator compared with other Customer Data Platforms, which often don’t support true real-time interactions. It took me an embarrassingly long time to recognize why Tealium ’s AudienceStream is just a bit odd. So it’s perfectly natural for AudienceStream to offer precise control over which attributes are sent to which systems in which situations. lots of connectors.

MDC DOT Provides Marketing Automation for Direct Salespeople

Customer Experience Matrix

The initial tagging and subsequent redirection both require inserting some MDC Dot code onto whatever content the salesperson uses for the initial customer interaction. I briefly mentioned MDC Dot in an earlier blog post about giving sales people access to marketing automation capabilities. Beyond low price, MDC Dot offers two key capabilities to suit its target audience.

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

Customer Experience Matrix

Plenty of other vendors have the potential to make the transition – in particular, products developed for real time interactions and Web personalization. I am saying the competition won’t come from today’s campaign management and marketing automation leaders.* This post will resume the tour I started in March of journey orchestration engines – our new friend JOE. Hours of fun, for sure.

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

Customer Experience Matrix

BlueConic gets involved at Level 1, where treatments are tailored to the individual but each interaction managed independently within each channel. What changes at this level is that interactions within each channel are now coordinated by the central engine. It’s only at Level 3 that interactions are coordinated across channels, and even then the scope is limited to online channels.

B2B Marketing Trends for 2016

But as B2B buyers complete more of their journey before ever interacting with a. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly.

Hive9 Marketing Performance Management Includes Customer Journey Optimization

Customer Experience Matrix

This still isn't a purely objective process because some human or machine judgement is still needed to exclude irrelevant details, assign interactions to journey stages, and select the most important sequences. Again, this is different from defining selection rules separately for each campaign, which is how conventional marketing automation and real-time interaction systems work.

Future of Marketing Content: Reflections on the Content2Conversion Conference

Customer Experience Matrix

Vendors including Highspot , SnapApp , Ceros , Uberflip , and ion interactive all let marketers track customer behaviors within a piece of content – such as how much time is spent on each page or even regions within a page. 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. The first strand was the number of systems that offer detailed information about content consumption.

SAS by the Sip: SAS Viya Offers Open APIs to Individual Services in the Cloud

Customer Experience Matrix

The initial CI 360 release includes two modules, Discover (mobile and Web reporting) and Engage (digital interactions including testings). SAS held its annual Global Forum conference this week, which marked the company’s 40th anniversary. One key to its long-lived success was an early decision to sell software by annual subscription, rather than the one-time perpetual license standard in the industry when SAS started. This provided a steady income stream and focused attention on customer satisfaction to ensure renewals. In the SAS universe, this is truly revolutionary.

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BlueConic Selects Targeted Messages Using a Cross-Channel Marketing Database

Customer Experience Matrix

This definition distinguishes CDPs from traditional marketing automation products, which do their own execution, and from real-time interaction managers, which lack persistent data stores. BlueConic’s pricing is already data-centric: fees are based on numbers of profile and channels, not interactions or messages. blueconic cross-channel marketing customer data platform integrated marketing interaction management marketing automation marketing data management real time decision management Until now. Anyway, back to BlueConic.

B2B Marketing Trends for 2016

But as B2B buyers complete more of their journey before ever interacting with a. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly.

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

Customer Experience Matrix

But several offered some kind of interactive content, which I’d define as content that captures information about the user either through recording behaviors or explicitly asking for input ( HapYak , ion interactive , LookBook HQ , SnapApp , and arguably Uberflip and Vidyard ). That’s different from capturing behaviors with interactive content, as described above, although the same system could do both: in fact, I'd put LookBook HQ in both categories. It’s also unusual in attracting people from both B2B with B2C companies, two groups that rarely mix.

Marketing attribution systems: a quick look at the options

Customer Experience Matrix

This question disqualified a few vendors that look only at online interactions. I’ve seen a lot of attribution vendors recently. If you're a regular reader here, you saw my reviews of Claritix ( last week ) and BrightFunnel ( in December). Last week caught up with Jeff Winsper of Black Ink , which I'll hopefully review before too long. Bizible also popped up recently although I don’t recall the occasion; possibly something related to their interesting survey on “pipeline marketing” and attribution methods. Or not. Sometimes random is just random.

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Lytics Adds Marketing Recommendations to a Customer Data Platform

Customer Experience Matrix

The first step is to summarize customer behavior with scores for interaction momentum, quantity, frequency, responsiveness, and intensity. 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. Data and analytics are included in the system; execution is not.

Marketo Adds Custom Objects. It's a Big Deal. Trust Me.

Customer Experience Matrix

For people who understand such things, the importance is clear: custom objects open the path to Marketo supporting new channels and interactions, removing a major roadblock to competing as the core decision engine of an enterprise-grade customer management system. My first question when Marketo announced its new mobile app connector this week wasn’t, “What cool new things can marketers do?” but “Where is the data stored?” It''s not that I''m obsessed with data. Well, maybe a little.) But one of Marketo’s biggest technical weaknesses has always been an inflexible data model.

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

Customer Experience Matrix

Users can create dynamic lists and see a detailed history of an individual’s interactions. There was a really interesting discussion this week over on Scott Brinker’s ChiefMartec blog about the evolution of marketing automation systems into “platforms” that each support a swarm of satellite applications connected through open APIs. think the answer is: probably not. But I digress.

New Frontiers in Data Driven Marketing

Customer Experience Matrix

This, in turn, requires integrated systems to gather the necessary data in a single location, track interactions with individuals, send appropriate messages, and monitor results. I recently gave a talk on New Frontiers in Data Driven Marketing, which managed to incorporate Barbie, Fred Astaire and Ginger Rogers, General Winfield Scott, and The Three Stooges. Extract meaning from big data.

Next-Generation Marketing Automation Systems Target Small Business

Customer Experience Matrix

The system’s particular strength is tracking customer activities across different channels by assigning them campaign codes; this covers emails, Web visits, social media responses, and CRM interactions. I’ve been gearing up for the next edition of our VEST report on B2B marketing automation systems, which involves catching up with established vendors and chasing down some new ones. Among U.S-based

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

Customer Experience Matrix

These are linked across channels to a customer identity that is usually known at the start of an interaction. The identity might be available because the customer is interacting with a mobile app for which she has registered, is responding to an email or text message that was already tied to her identity, has logged into an ecommerce Web site, or is known through a cookie that was previously linked to her identity. It can store several identifiers for the same customer, which is how it coordinates interactions in different channels. Sailthru is a good example. data store.

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I've Discovered a New Class of System: the Customer Data Platform. Causata Is An Example.

Customer Experience Matrix

Similarly, there have long been specialized systems for real-time interaction management (such as Infor Interaction Advisor and Oracle Real Time Decisions ) and for predictive modeling ( SAS , IBM SPSS , KXEN ). This is fast enough to manage Web banner ads – something not all interaction managers can achieve. Those are something new. And you’d be right.

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CRM Evolution Conference: Mobile Really Does Change Everything About Marketing

Customer Experience Matrix

For example, you wouldn’t store the minute-by-minute history of weather in every location if it were only relevant at times and places of customer interactions. Instead, you’d look up the weather in the customer’s location when an interaction began and store it as part of the interaction history. Instead, mobile is simply how things work whether the interaction is on the Web, in email, in social media, by text message, or, for the Luddites among us, by voice. This matters because mobile interactions are inherently different. Maybe you think I'm overreacting.

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Marketing Automation's Unhappy Users: Trouble in Paradise?

Customer Experience Matrix

Key findings will be presented in a Webinar next Thursday, sponsored by TreeHouse Interactive ; you can register here. 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. So let’s look at some more data that illustrates the trouble in marketing automation paradise.

Infor Epiphany Marketing and Interaction Advisor: Good Examples of B2C Marketing Automation

Customer Experience Matrix

The crown jewel turned out to be RightPoint, a pioneering real-time interaction manager since renamed Interaction Advisor. This is already a contrast to B2B marketing automation, where the database is part of the system and structures are largely limited to contacts, accounts, and marketing interactions. Interaction Advisor handles all these quite nicely. Neat trick.

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StrongView Moves Beyond Email to Real-Time, Contextual Marketing

Customer Experience Matrix

Rotating banners on the company Web site position StrongView as a “product platform” and “marketing cloud” as well as mentioning “cross-channel lifecycle marketing”, “present tense marketing”, “true one-to-one communication” and “the first customer insight solution supporting unlimited cross-channel interaction data”. Today''s email vendors face an interesting business challenge.

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

Customer Experience Matrix

The new version includes a big technical change: instead of the interactive Flash document that was very cool but people often had trouble running, it’s now a combination of PDF for the core document and Excel spreadsheet for the detailed vendor scores. I just finished the latest release of the B2B Marketing Automation Vendor Selection Tool , a.k.a. VEST Report. Less is more, I suppose.

Hushly Helps Marketers Connect With Anonymous Web Site Visitors

Customer Experience Matrix

On the vendor side, Hushly creates anonymous lead records in the client’s Salesforce.com instance, so companies can track their interactions with anonymous prospects and keep the history once the prospect identifies herself. 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.

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Neolane Interaction Tightly Integrates Real-Time and Outbound Marketing Campaigns

Customer Experience Matrix

One of its offerings, originally launched in 2009, is its real-time interaction manager, Neolane Interaction. Interaction performs the same basic functions as other interaction managers: it receives a request from an external touchpoint that is engaged with a customer, selects the best treatment, and returns the recommendation to the touchpoint. However, it differs in several key details: - it supports both batch (outbound) and real time interactions. It’s found in some but not all interaction managers. But Neolane seems to pull it off.