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Marketing Technology Landscape Supergraphic (2016)

chiefmartech

I’m posting this from the 2016 MarTech USA conference in San Francisco — a fitting venue to release the 2016 marketing technology landscape supergraphic. You can click on the image above for a larger version — which you’ll obviously need in order to be able to see anything more than a colorful blur. The 5 Stages of Maturity in Marketing Technology Categories.

Marketo Conference: Small Changes, Big Picture

Customer Experience Matrix

The product changes were quite modest: new search engine optimization features for entry level users; a global marketing calendar; and relabeling of InsightEra, which Marketo purchased in December, as Marketo Real Time Personalization. The SEO and calendar features are still in beta and will be rolled out this spring and summer. My main reaction was, what’s new? Fair enough.

Microsoft buys LinkedIn: the largest martech acquisition in history?

chiefmartech

This is the largest acqusition in Microsoft’s history — over three times the size of its acqusition of Skype for $8.5 billion in 2011 — and one of the largest in the history of the digital age (we’ll graciously look past that whole AOL acquiring TimeWarner fiasco ). I’d also claim that it’s the largest marketing technology acqusition ever. billion.

Nature or Nuture – How the Superstars Seal the Deal

Sales Intelligence View

In fact, a study done by Harvard University found that 4% of sales reps make 94% of the sales in the United States. By identifying and nurturing future buyers,  top sales reps always have warm calls to close instead of searching endlessly for those cold call needle in a haystack closes. Are they just born sellers, or do they know something that you don’t?

Customer Data Platforms Revisited: The Future of Marketing Data

Customer Experience Matrix

It turns out that there are several categories of specialist systems within each subtask, each doing similar or complementary things in slightly different ways. The list of vendors in each section isn''t necessarily comprehensive, especially in crowded segments like B2B marketing automation. In fact, most do not. more developments in cross-channel customer tracking.

3 Surprising Ways to Succeed in Social Media

Marketing Action

Recently we sponsored a webinar: “The 7 Surprising Ways to Succeed in Social Media,” which more than lived up to its name. Our speaker was Dave Kerpen, the founder and CEO of Likeable Local , which has social media software for small businesses, and co-founder and Chairman of Likeable Media , a social media and word-of-mouth marketing agency. 500 CEO by CEO.com in 2012.

Rise of the Marketing Platform

Modern B2B Marketing

The evolution of marketing has historically been measured in decades: 1900s – 1920s: Marketing is focused on product attributes. But in the last few years, technology has taken marketing by storm. What this means is that marketing has changed more in the last five years than in the hundred before that. Five Big Trends in Marketing Today. Ready for it? Why Now?

Your Enterprise’s (Almost) Unfair Competitive Advantage

Modern B2B Marketing

After all, change is hard, and ignoring a problem is easy—in the short term. In the long term, while it might seem easier to stick with the marketing status quo, marketing automation gives enterprise marketers a competitive advantage so large that it seems unfair. Step One: Lock in Top-down Organizational Alignment. Case in Point: Bio-Rad Laboratories.

MQL 17

Does Your Drip Marketing Leak Leads?

Modern B2B Marketing

by Maria Pergolino Does your drip marketing leak?  In the stampede to corral leads, B2B marketing efforts can lose momentum as soon as the prospects have moved into their sales cycle.  Once you’ve got them in, how do you establish a lead management cycle that nurtures the leads you worked so hard to get? More info means more response. Actually not true. It’s all about the email.

B2B 13

In (Partial) Defense of Tracking Cookies

Hubspot

No more feeling like you’re being stalked by those hiking boots you looked at last week, didn’t purchase, but now keep popping up in ads on every site you visit, begging to you to reconsider. So I understand why Mozilla has decided to block third-party cookies in Firefox , why Apple does the same in Safari, and why Microsoft has made Do Not Track the default setting on Internet Explorer 10.

Net-Results Simplifies Demand Generation for Small Business

Customer Experience Matrix

In an industry where every competitor is striving for grater ease of use, stand-out simplicity is an impressive achievement. This simplifies the system in two ways: marketers have fewer features to learn, and they can reuse their work across many functions. Let’s run through the standard demand generation process to see how this works in practice. Net-Results argues that its approach avoids the “vendor lock-in” that comes from using forms hosted by the demand generation vendor. Some have converted from a simpler predecessor product that was launched in 2006.

Prediction: Statistical Methods Will Replace Conventional Rules for Marketing Decisions

Customer Experience Matrix

The question this raises in my mind is where the industry goes from here. The more sophisticated vendors will of course continue to add features, but it’s not clear that most marketers will be interested in the additional capabilities or be able to handle the added complexity. But even though there are certainly substantial differences in usability among today’s systems, it’s hard to see why everyone won’t eventually be able to do roughly equal jobs of simplifying their interfaces. That last sentence was a bit of a leap, so let me fill in the blanks.

11 Ways to Give and Get Customer Love

Hubspot

Feature Customer Successes in Case Studies and Testimonials: If your product or service is one that helps make peoples' lives better in one way or another, feature your top customers in case studies or testimonials that you can publish on your website and share in social media. In what other ways do you show your customers some love? you ask? Customer Evangelism.

Give Us Freedom! Lessons for Corporate America

Digital B2B Marketing

In America, we relish our freedom. Many early European settlers to America were seeking freedom to live a Godly life, one they were not able to freely and openly live in Europe. Our nation’s founders fought to enshrine the freedom those early settlers came in search of when our nation was formed. With a long-term view, freedom to choose is winning over lock in models.

VDI can save you big! Don't count the savings just yet.

The ROI Guy

In a research study Alinean participated in on the total lifecycle costs of VDI compared to traditional desktops, VDI has proven to be about 10% more expensive in certain mainstream scenarios - particularly for traditional Office Workers, in an environment that is already well managed. The objectives in the study were to understand customer perceptions and expectations from VDI, gather real world data from deployed organizations, and provide customers with TCO guidance from a collection of industry experts. VDI indeed does not offer guarenteed savings.

ROI 3

4 products Microsoft should build with LinkedIn

Infer

Last week, Microsoft stunned the tech world with the largest ever software acquisition – the purchase of LinkedIn for $26.2 As someone who’s entrenched in the LinkedIn and Microsoft ecosystems, I thought I’d share four exciting products this acquisition makes possible: 1. In the News Thought Leadershipbillion. Redefined business email. Universal identity. CRM 2.0.

Eight steps to thriving on information overload

Buzz Marketing for Technology

In a world in which the pace of developments and amount of information available in any given domain is soaring out of sight, itâ??s intend to spend more of my time answering this question in a practical fashion, as this has become an absolutely vital issue in a world of information run amok. Running out of it is not a problem, but drowning in it is."

Tom Pisello: The ROI Guy: VDI can save you big! Don't count the.

Tom Pisello

In a research study Alinean participated in on the total lifecycle costs of VDI compared to traditional desktops, VDI has proven to be about 10% more expensive in certain mainstream scenarios - particularly for traditional Office Workers, in an environment that is already well managed. Winning the Social Media Popularity Contest Seeing ROI in the Cloud?

The Curse of the Grandfathers and Other Revenue Mishaps

B2B Marketing Unplugged

Even when he waves his issue of Men’s Health in my face while I’m dislocating an ovary on some machine, I’m still okay with him. Here’s how that works: Years and years ago he joined some gym and paid far too much but the agreement he signed locked in the rate permanently. Time to Get Your Pricing House  in Order. There’s a guy at my gym who annoys me. Having fun yet?

B2B 2

Why Google Doesn't Sweat Phone Apps

Biznology

There does seem to be an app for just about anything when you own an iPhone, so you'd think that Google might be worried about Apple's big lead in the important mobile marketplace. And Android has already passed iPhone in the number of units sold in the U.S., although Apple still has a big lead in other geographies. It's happening in a boring old standards committee.

Why is customer-centric marketing still more talk than action?

Reputation to Revenue

Michael Shrage’s recent Harvard Business Review post, Great Customers Inspire Great Innovations , got me thinking: Why, amid so much evidence of the power of customer-centric business, are so many companies still mired in inside-out operations? Busicom, a scientific calculator company, for example, commissioned Intel [in 1969] to design a chipset for its new programmable calculators.

Virtual Desktop (VDI) 9-11% more expensive than PCs?

The ROI Guy

In a presentation at Microsoft's Management Summit 2010, new research was previewed from Microsoft on the total lifecycle costs of VDI compared to traditional desktops, particularly for Office Workers. Microsoft’s objectives in the study were to understand customer perceptions and expectations from VDI, gather real world data from deployed organizations, and provide customers with TCO guidance from a collection of industry experts. The TCO model compared the Direct Costs of both solutions, including CAPEX – Hardware, Software, and OPEX – Administration, Operations, Fees.

The information processing view of humanity

Buzz Marketing for Technology

have just returned from a round-world trip, passing through Singapore, London, New York, San Francisco and back to Sydney in slightly less than two weeks. In fact, many bloggers say that they write mainly for themselves, in capturing some of the interesting things they are seeing and thinking. In my early 20s I imagined that my lifeâ??s suppose in some ways thatâ??s

The ROI of Business Intelligence

The ROI Guy

These spreadsheets remain difficult and costly to maintain, introduce data and analytical errors, and lock key information within the hands of too few employees. Business intelligence (BI) software offerings, such as that offered by Hyperion and SAS, hold great promise to automate consolidation, analysis, presentation, reporting and compliance capabilities necessary to free enterprise data for actionable insight. One in 10 isn't doing anything and 12% are monitoring the situation. In 2004, while most IT spending was flat, the BI market grew 11% to reach $4.3

The ROI of Business Intelligence

Tom Pisello

These spreadsheets remain difficult and costly to maintain, introduce data and analytical errors, and lock key information within the hands of too few employees. Business intelligence (BI) software offerings, such as that offered by Hyperion and SAS, hold great promise to automate consolidation, analysis, presentation, reporting and compliance capabilities necessary to free enterprise data for actionable insight. One in 10 isn't doing anything and 12% are monitoring the situation. In 2004, while most IT spending was flat, the BI market grew 11% to reach $4.3