Customer Experience Matrix

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Data Security is a Problem Marketers Must Help Fix

Customer Experience Matrix

So I doubt many marketers have found spare time to worry about data security – which most would consider someone else’s problem. So, like it or not, security is a marketer’s problem too. What’s a marketer to do? System security in general is managed outside of most marketing departments. Or you can worry about locusts.

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Purpose-Driven Marketing Comes to Town

Customer Experience Matrix

Confirming the worst stereotypes of marketers as cynical hucksters, the press release promotes its mission with the argument that “purpose-led brands grow two to three times faster than their competitors.” The ANA’s grasp of causation may be no stronger than its sense of morality, but there’s no question it's in tune with the marketing herd.

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Should Customer Data Platforms Be "Marketer-Controlled"?

Customer Experience Matrix

Thomas Wieberneit argues in a thoughtful blog post that companies need one platform for consolidated customer data, but that Customer Data Platform isn’t it because the CDP is “marketer-controlled” by definition, and thus doesn’t support other departments. Many of the CDP vendors have told me their systems are used outside of marketing.

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B2B Marketers Are Buying Customer Data Platforms. Here's Why.

Customer Experience Matrix

I’m currently drafting a paper on use of Customer Data Platforms by B2B SaaS marketers. That’s not surprising, since retailers have always been among the data-driven marketers. B2B marketers have definitely been slow to pick up on CDPs, which may seem surprising given their frenzied adoption of other martech.

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Attribution Will Be Critical for AI-Based Marketing Success

Customer Experience Matrix

I gave my presentation on Self-Driving Marketing Campaigns at the MarTech conference last week. But the human manager can only make a relatively small number of decisions about what the robots should do, and that puts severe limits on how complicated the marketing process can become. That’s an important insight.

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

Customer Experience Matrix

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.

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#FlipMyFunnel Launches Account Based Marketing University

Customer Experience Matrix

Not the ABMU mascot It sometimes seems that Account Based Marketing is really Marketing Automation 2.0, in that many people leading the charge to ABM were also involved in launching B2B marketing automation ten years or so ago. How none of us has aged a day is a mystery we shan't discuss.