Customer Experience Matrix

MARCH 12, 2017

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.

Enterprise Management 184

Enterprise Management Work Management Ideal Customer Profiles Marketing Management 184

Customer Experience Matrix

JULY 3, 2018

Yesterday brought news that Acxiom had agreed to sell its marketing services business to Interpublic Group , a major ad holding company, for $2.3 Acxiom had restructured itself in March into the Market Services and LiveRamp groups and announced it was looking at strategic options, so the deal wasn’t especially surprising.

Work Management 120

Work Management Marketing Management Paid Search Agency Advertising Agencies 120

Customer Experience Matrix

MARCH 11, 2017

One of my favorite factoids comes from a Computerworld survey in which IT managers placed marketing technologies at 20th of 28 items on their priority list. But the disconnect between corporate IT and marketing technologists could be more than simply amusing. This also reduces marketing autonomy. Maybe both.

Enterprise Management 149

Enterprise Management Marketing Management Marketing Proposals Paper 149

Customer Experience Matrix

NOVEMBER 5, 2015

Teradata today announced it plans to sell its Marketing Applications business. It’s only three weeks since Teradata expanded its marketing suite by buying a new Data Management Platform – a move I felt made great sense. Point of reference: Salesforce.com reported $505 million revenue for its B2C marketing cloud in 2015.)

Enterprise Management 120

Enterprise Management Planning Marketing Management Marketing Automation Services 120

Customer Experience Matrix

NOVEMBER 14, 2016

The big news was a free version of HubSpot’s core marketing platform, joining free versions already available of its CRM and Sales systems. (In HubSpot’s tool helps marketers find the best topics to try to dominate with their content. This will be very valuable for marketers unfamiliar with the new search optimization methods.

Marketing Automation Services 0

Marketing Automation Services Hubspot Conference Marketing Automation 0

Customer Experience Matrix

OCTOBER 7, 2017

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.

Marketing AI 168

Marketing AI Work Management Marketing Management Marketing Analytics Tools 168

Customer Experience Matrix

JULY 1, 2015

I’ve recently found myself bouncing between three worlds: - today’s world , where I spend my time reviewing software and helping marketers choose martech products. Since most of that discussion is currently phrased in terms of building a marketing stack, let’s call it the world of “stacktech”.

Work Management 120

Work Management Marketing Management Planning Paid Search Agency 120

Customer Experience Matrix

MAY 24, 2016

It was that even information core customer information such as purchases should be referenced rather than copied. So there’s no opportunity for branding or nurturing or educating the customer – and, perhaps most frightening for a marketer – no way at all to reach potential new customers. Maybe you think I'm overreacting.

Mobile Marketing 136

Mobile Marketing Conference CRM Mobile Advertising 136

Customer Experience Matrix

DECEMBER 16, 2015

The gist of this is that people will increasingly delegate day-to-day decisions to computers, meaning that most purchases will be based on machines selling to other machines. (If After all, nearly all B2B purchases are already part of a larger relationship rather than isolated transactions.

Lead Ranking 120

Lead Ranking Lead Scoring Purchase Paid Search Agency 120

Customer Experience Matrix

MAY 24, 2014

Since then, Acxiom purchased online/offline identity matching vendor LiveRamp and SAP bought behavioral targeting vendor SeeWhy , tag management vendor Tealium announced connectors to several email platforms, and the Phillies lost nine of 14 baseball games. The positive connection is that all of these are about integrating customer data.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Acquisitions 120

Customer Experience Matrix

AUGUST 13, 2013

As I noted in a post last year , there is a universe of specialized marketing automation systems for companies that sell through channel partners. is there something else they might purchase? Marketing Advocate is designed to help technology resellers who lack in-house marketing skills. did they eventually buy?

Marketing Automation Services 120

Marketing Automation Services Advertising Agencies Marketing Management Marketing Automation 120

Customer Experience Matrix

OCTOBER 15, 2013

As I mentioned in last week''s post , I’m writing a paper on stages of marketing automation deployment. The premise of the paper and Webinar is marketing automation has a problem: clients who don’t move beyond basic email functions are unhappy. The paper itself will be available to Webinar attendees.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation BtoB 120

Customer Experience Matrix

DECEMBER 30, 2014

I’ve been working on that screenplay about marketing to things (see Do Self-Driving Cars Pick Their Own Gas Station? ). In no particular order: - message overload is a fundamental problem for marketers: people get so many messages that it’s increasingly difficult to break through the clutter.

Planning 120

Planning Work Management Marketing Management Paid Search Agency 120

Customer Experience Matrix

JULY 31, 2015

Yesterday I released the mid-year edition of the VEST Report on B2B marketing automation vendors, thereby meeting my self-imposed deadline of July 31. Look here for more information or to make a purchase. Here are some observations: - market positions are pretty stable. the really real action is elsewhere.

Marketing Automation Services 120

Marketing Automation Services Marketing Report Marketing Automation Paid Search Agency 120

Customer Experience Matrix

SEPTEMBER 19, 2016

I delivered my presentation on the history of marketing technology last week at the Optimove CONNECT conference in Tel Aviv. The timeline* traces three categories: marketing channels; tools used by marketers to manage those channels; and data available to marketers.

Marketing Management 0

Marketing Management Telemarketing Paid Search Agency Television marketing 0

Customer Experience Matrix

NOVEMBER 3, 2018

Decision systems include several categories such as marketing planning and content management, but the most relevant here are analytics, including segmentation and predictive models, and personalization*, which selects the best message for each individual. A complete architecture has entries in each of these five categories.

Marketing Automation Services 325

Marketing Automation Services Work Management Marketing Management Multi-Channel 325

Customer Experience Matrix

OCTOBER 22, 2017

In the context of marketing systems, though, a POC is usually not so much an experiment as a partial implementation of an existing product. The ultimate example of easier data loads is the one-click connection between many marketing automation and CRM “platforms” and applications that are pre-integrated with those platforms.

Work Management 136

Work Management Marketing Management Marketing Automation Services Software 136

Customer Experience Matrix

FEBRUARY 26, 2012

One of first marketing automation systems I ever saw – this would be during the Reagan Presidency – was a custom-built dial-up network to distribute collateral to farm equipment dealers. This and similar seeds have since sprouted into a forest of products that help brand marketers work with dealers, distributors, franchisees, and agents.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Advertising Agencies Work Management 120

Customer Experience Matrix

DECEMBER 18, 2012

But this time I was able to answer right away because I’ve just finished a white paper on the future of B2B marketing automation, sponsored by Leadformix and available here for free download. The question answered by the paper is “What will marketing automation vendors do next?” This is what’s covered in the white paper.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

MARCH 17, 2014

I took a preliminary peek at the results of the marketing automation deployment survey that VentureBeat and I have been fielding for the past few weeks. One of the rarely-spoken truths about B2B marketing automation is that a sizable minority of users – roughly one-third in most surveys – are not happy with their results.

Marketing Automation 120

Marketing Automation Buy Automation Demand Generation 120

Customer Experience Matrix

DECEMBER 20, 2012

Oracle announced today that it has agreed to purchase B2B marketing automation leader Eloqua for $23.50 The deal makes obvious sense, in that it gives Oracle a much stronger position in the fast-growing B2B marketing automation industry*. What if you're an enterprise marketer? per share, which comes to $871 million.

Eloqua 120

Eloqua Marketing Automation Services Enterprise Management Marketing Automation 120

Customer Experience Matrix

JUNE 4, 2013

I''ve been in meetings all day and just emerged to hear that Salesforce.com purchased ExactTarget. They have been lacking large-scale email capability, which all types of sales and marketing departments require. They also get a toe-hold in B2C marketing and in marketing automation (via ExactTarget''s Pardot technology).

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

FEBRUARY 18, 2016

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. But I wonder how many marketers or content creators are ready to take advantage of this information.

Conference 120

Conference Marketing Automation Services Content Customer Satisfaction 120

Customer Experience Matrix

APRIL 15, 2015

Marketo held its annual Marketing Nation Summit this week, hosting 4,000+ clients and partners. I’ve written about each of these individually in the past, but seeing them in the same place brought home the very crowded nature of this market. By that standard, predictive analytics is still far from overcrowded.

Lead Ranking 120

Lead Ranking Marketing Automation Services Marketo Marketing Automation 120

Customer Experience Matrix

JANUARY 1, 2019

Yet neither deal is a simple as a large marketing suite adding a CDP module. Salesforce is a marketing suite vendor but it purchased (and so far is selling) Datorama as a marketing performance analysis tool. They were surely the first over $100 million and possibly the first over $10 million.

Marketing Management 215

Marketing Management Paid Search Agency Vendors Acquisitions 215

Customer Experience Matrix

OCTOBER 20, 2016

The need for a Customer Data Platform – a marketer-controlled, unified, persistent, accessible customer database – applies equally to business and consumer marketing. This excludes the predictive modeling vendors and customer success managers, as well as the big marketing clouds that list a CDP as one of many components.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

SEPTEMBER 28, 2011

The world clearly has more B2B marketing automation vendors than it needs – my master list of demand generation products includes two dozen. By contrast, mid-tier consumer marketers often have a hard time finding good options. Many marketing service providers manage Alterian systems for their clients.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Resource Management Marketing Management 120

Customer Experience Matrix

MAY 21, 2012

Experian Marketing Services yesterday announced its acquisition of marketing automation vendor Conversen. This is the third marketing automation acquisition in the past month, following Intuit’s purchase of Demandforce and FICO’s purchase of Entiera. See my review from February 2010 for a more detailed explanation.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Advertising Agencies Marketing Automation 120

Customer Experience Matrix

NOVEMBER 21, 2014

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. This makes it extremely flexible, which is very important in the fluid world of marketing information. data sources. message selection.

Lead Ranking 120

Lead Ranking Ideal Customer Profiles Personalization Classified Ads 120

Customer Experience Matrix

MAY 13, 2012

Three weeks ago, Intuit shook up the low end of the marketing automation universe by purchasing small business marketing shooting star Demandforce. Last week the action shifted to the high end, where FICO announced its purchase of Entiera , one of the few remaining enterprise class products.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Buy 120

Customer Experience Matrix

JUNE 14, 2013

Every marketer recognizes that the Web and social media could be rich sources of information about customers and prospects. Most tools do little more than keyword searches, which only capture a fraction of the potential information and only cover keywords that marketers know in advance are important.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Social Marketing Ideal Customer Profiles 120

Customer Experience Matrix

FEBRUARY 24, 2016

On reflection, this is absolutely correct – it is why there are already so many different uses of machine learning across the marketing landscape. The analogy with machine learning and with marketing technology in general is clear. It's simply something that all good software will do.” The most obvious of those is electricity.

Design 120

Design Planning Marketing Management Marketing Automation Services 120

Customer Experience Matrix

NOVEMBER 15, 2011

I presented my Seven Deadly Sins of Marketing Automation Software Selection during last week’s Webinar with Neolane. (To 66% of buyers base their selection process on meetings within marketing. You do also have to wonder how other 34% make a decision if they’re NOT talking to anyone in marketing. Here are some statistics.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation RFP Automation 120

Customer Experience Matrix

SEPTEMBER 30, 2010

Summary: Four critical metrics tell you most of what you need to show the value of your marketing efforts and to optimize your results. There’s still time to sign up for my October 7 Webinar on stage-based marketing measurement (sponsored by Marketo and hosted by the American Marketing Association ). Marketing ROI.

Budget Programs 120

Budget Programs ROI Forecasting Statistics 120

Customer Experience Matrix

JULY 22, 2010

Summary: consolidation isn't new among marketing software vendors. As I wrote in my June 30 post on consolidation among marketing automation vendors , I expect the number of competitors to shrink fairly quickly as new buyers concentrate their purchases among a handful of leading vendors. The pattern will likely repeat itself.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

FEBRUARY 4, 2013

Okay, I freely admit that headlines like “the marketing funnel is dead” are a cheap trick to attract attention. Too tired to do any serious work on a recent plane flight, I scanned a random white paper that argued the traditional idea of a funnel didn’t capture the need to treat customers individually as they move towards a purchase.

Marketing Funnels 120

Marketing Funnels Top of Funnel Work Management Paper 120

Customer Experience Matrix

JANUARY 31, 2013

I’ve been spending a lot of time recently looking at marketing measurement systems. A good place to start is Marketing Management Analytics , known to its friends as MMA. MMA was founded in 1989 and is one of the pioneers in marketing mix modeling. Mix models remain the heart of the company’s business.

Marketing Mix 120

Marketing Mix Work Management Marketing Management Allocation 120