Customer Experience Matrix

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Landscape of Machine Intelligence Systems for Marketing

Customer Experience Matrix

It's also the group with the most vendors I didn’t include – for example, there are probably 100 social media monitoring systems alone, most of which use at least some basic machine intelligence for language processing. I’ll be speaking next month at the MarTech conference on How Machine Intelligence Will Really Change Marketing. but have found the result surprisingly useful. Not so.

Mariana Uses Artificial Intelligence to Build Personas and Find Target Audiences

Customer Experience Matrix

It starts at $3,000 per month for a three month pilot, which includes the cost of advertising media at specified CPMs. Can computers understand an individual human’s personality (and then, presumably, use that understanding to better target marketing messages)? So the real challenge isn’t having the computer analyze your data; it’s having enough data for the computer to analyze.

The World May Be Ending But, If Not: 3 Tips To Be a Better Marketer in 2017

Customer Experience Matrix

Two particular milestones were last summer’s mass adoption of augmented reality in the form of Pokémon Go and this autumn’s sudden awareness of reality bubbles created by social media and fake news. The point of the scenario was that future marketing would be focused on convincing consumers to trust the marketer’s system to make day-to-day purchasing decisions. Et cetera. It is.

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

Customer Experience Matrix

But it doesn’t describe today’s self-directed, random-walk journeys through an ever-shifting media landscape. Scientists tell us that the attention span of the average human is now shorter than the attention span of a goldfish.(1) 1) In such a world, the chances of anyone reading this 2,000 word blog post are pretty much nil. The significance of the flow chart is what it replaced.

B2B Marketing Trends for 2016

Paul Gillin, B2B Social Media Strategist, Senior Trainer, Profitecture www.[link] Another good example is Top Rank’s Social Media Marketing Management. E – Engage Meaningfully via Social Media. more true, apparently, than in social media. social media. media, alignment with sales, collaboration, metrics and more, from 25 top influencers. B2B Marketing.

Marketing Technology of the Future: Beyond the Customer Data Platform

Customer Experience Matrix

Once suitably open architectures are in place, it should be easy to plug in new components like a better predictive modeling system, new type of video promotion, or the latest social media app. The last three minutes of my MarTech Conference presentation are driving me crazy. The preceding portions cover the current state of Customer Data Platforms. I have no trouble talking about that.

Intent Data Basics: Where It Comes From, What It's Good For, What To Test

Customer Experience Matrix

A smaller portion comes from other behaviors such as downloads, email clicks, or social media posts. So the intent lists are often considered prospects to be touched through email, targeted advertising, and other low-cost media. It lops a whole layer off the top of the funnel and finally lets you discard the wasted half of your advertising. But intent data is a complicated topic.

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Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

It was intriguing to see inbound marketing and social media marketing ranked so low on the Software Advice data – I read this to mean that marketers already get them from systems outside of marketing automation and don''t see much need for a change. The Interwebs have delivered an unusually rich trove of data about the marketing automation industry in the past few weeks.

Which B2B Marketing Automation Features Actually Get Used? Here's Some Data.

Customer Experience Matrix

Of course they differed in the precise categories used and their audiences, but they generally covered the major B2B marketing automation features: email, Web behavior tracking, landing pages, nurture campaigns, lead scoring, analytics, and social media marketing. Social media, another very broad category, was only on two lists but did rank at the bottom of both.

B2B Marketing Trends for 2016

Paul Gillin, B2B Social Media Strategist, Senior Trainer, Profitecture www.[link] Another good example is Top Rank’s Social Media Marketing Management. E – Engage Meaningfully via Social Media. more true, apparently, than in social media. social media. media, alignment with sales, collaboration, metrics and more, from 25 top influencers. B2B Marketing.

Mautic Offers Free, Open Source Marketing Automation

Customer Experience Matrix

On the other hand, the system automatically imported pictures of people on my test list, presumably from public social media profiles. The real power will come from pushing leads to external integrations with CRM, email, social media, and cloud storage. The only real question about free, open source marketing automation from Mautic is what took so long. What about the product itself?

Lytics Adds Marketing Recommendations to a Customer Data Platform

Customer Experience Matrix

Also in the CDP spirit, Lytics makes extensive use of external products within its data and analytics layers, relying on third party systems to connect social media, email and postal identities; to import social and Web site data; for reporting; and to do natural language processing. The company has been busy since then, raising $7 million to supplement its initial $2.2

MDC DOT Provides Marketing Automation for Direct Salespeople

Customer Experience Matrix

This customized content can include entire microsites, landing pages, emails, campaign flows, and social media posts. I briefly mentioned MDC Dot in an earlier blog post about giving sales people access to marketing automation capabilities. This may not have done them justice since they are more specialized than that general description implied.

Reltio Makes Enterprise Data Usable, and Then Uses It

Customer Experience Matrix

It now has about 30 clients, primarily large enterprises in retail, media, and life sciences. _ * marketer-controlled; multi-source unified persistent data; accessible to external systems. I’ve spent a lot of time recently talking to Customer Data Platform vendors, or companies that looked like they might be. One that sits right on the border is Reltio , which fits the CDP criteria* but goes beyond customer data to all types of enterprise information. You might call it “self-service MDM” but that’s an oxymoron right up there with “do-it-yourself brain surgery”. Or not.

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B2B Marketing Trends for 2016

Paul Gillin, B2B Social Media Strategist, Senior Trainer, Profitecture www.[link] Another good example is Top Rank’s Social Media Marketing Management. E – Engage Meaningfully via Social Media. more true, apparently, than in social media. social media. media, alignment with sales, collaboration, metrics and more, from 25 top influencers. B2B Marketing.

New Paper -- Which Social Media Marketing Methods Are Best For You?

Customer Experience Matrix

It's a do-it-yourself guide to picking social media marketing methods. For the social media marketing paper, we defined eight goals: attract attention, build brand reputation, generate qualified traffic, generate qualified leads, nurture relationships with leads, retain and grow existing customers, provide customer support, and gather market intelligence. and TrustRadius.

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Everstring Takes Another $65 Million and (More Important) Launches Predictive Ad Targeting Solution

Customer Experience Matrix

These were typically sourced from public information such as Web sites, job postings, and social media. Everstring announced a $65 million funding round and new ad targeting product on Tuesday. (It It also released a new survey on predictive marketing which is probably interesting, but I just can't face after last weekend’s data binge.) But the new product is what’s really intriguing.

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Just Released: ABM Vendor Guide Gives Detailed Comparison of 40 ABM Vendors

Customer Experience Matrix

Execute Interactions Deliver Messages Execution These are systems that actually deliver messages in channels such as email, display advertising, social media advertising, the company Web site, or CRM. It’s nearly a month since my last blog post, which I think is the longest gap in the ten years I've been blogging. Some of pause was due to vacation, but mostly it was because I’ve been working feverishly to finish the Raab Guide to Account Based Marketing Vendors , which I’ve released today and you can purchase here. Hopefully the result is worth the effort. Awesome!

New Marketing Automation Options for Small Business in the VEST Report

Customer Experience Matrix

The media library supports images, files, articles, and videos (through Vimeo integration); the calendar provides full event management; surveys can change questions based on previous answers and include automated follow-up actions. Supported channels include email, SMS, direct mail, surveys, landing pages, and social media. Here are thumbnails of the others. You get the idea.

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

Customer Experience Matrix

It currently has about 400 clients, mostly in ecommerce and media. 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. The issue, at least in marketing technology, is that all systems address pretty much the same general problem of sending the right messages to the right customers (in the right time, place, medium, device, language, tone, etc.). Sailthru is a good example. But plenty of other companies also help with omni-channel personalization.

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New Frontiers in Data Driven Marketing

Customer Experience Matrix

The core issue is that marketing campaigns in advertising, traditional outbound media, and new social and inbound media all target increasingly-identifiable audiences rather than anonymous cookies, site visitors, viewers, or prospect lists. Translate offers across media and campaigns. Let’s just say you had to be there. New Challenges • Integrate ad tech and martech.

Will Machines Replace Marketers? Artificial Intelligence Isn't Ready Yet But Watch Your Back

Customer Experience Matrix

Yet the closest I can find to strategic planning is optimization of media plans by media mix model vendors like MMA , Analytic Partners , Nielsen and IRI. It works across email, landing pages, text messages, social posts, Facebook ads, app notifications, and other media. On the other hand, I think programmatic media buying does rise to the level of true AI.

Bombora Feeds B2B Data to Everyone

Customer Experience Matrix

We went through a bit of the back story: Madison Logic was founded as a B2B media company six years ago. Both businesses grew nicely, but the company found that selling media conflicted with finding partners to gather data. So last November is spun off the data piece as Madison Logic Data,, keeping Madison Logic as the media business. To which you probably say, who cares?

Marketing attribution systems: a quick look at the options

Customer Experience Matrix

Does the vendor create optimal media plans? Systems may do this at different levels of detail, with different levels of sophistication in the optimization, and with different degrees of integration to media buying systems. advertising optimization algorithmic attribution attribution vendors fractional attribution marketing attribution marketing measurement marketing ROI media mix modelsI’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). Or not.

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The Big Willow Links Intent Data to Devices to Companies.Another Flavor of Account Based Marketing

Customer Experience Matrix

The Big Willow uses data from media it serves directly and from the nightly feeds that ad networks and publishers send to media buyers. With interest in account based marketing (ABM) skyrocketing past even hot topics like intent data and predictive marketing, it’s no surprise to find debates over the true meaning of the term. This tells it which devices saw which content.

Next-Generation Marketing Automation Systems Target Small Business

Customer Experience Matrix

Not quite standard but increasingly common features include social media sharing and tracking, Webinar integration, visitor identification via reverse IP lookup, and capturing campaign information from Google AdWords. The new entrants are clustered towards the small business end of the market, where they see an opportunity for simpler systems at lower prices than existing market leaders.

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

Customer Experience Matrix

Their function lists closely resemble the older marketing automation products, but they differ in other ways including primary integration with CRM systems other than Salesforce, lower pricing, focus on ease of use at the expense of advanced features, more native social media integration, and, presumably, more modern technology under the hood. I think the answer is: probably not.

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Latest Marketing Technology Acquisitions Bypass Marketing Automation Vendors

Customer Experience Matrix

LiveRamp, a partner of both Convertro and Adometry, connects individual identities across different media such as email and Web sites. On May 6, AOL and Google announced their respective acquisitions of attribution vendors Convertro and Adometry. That last item is just included to see if you’re paying attention. See my 2013 post on Adometry for details.)

Radius Provides High Quality Data on Small Businesses

Customer Experience Matrix

What Radius does will sound broadly familiar to loyal readers of this blog: it scans social media, Web pages, government records, and other online sources to build a list of more than 20 million U.S. This latest vision was appealing enough to attract $54.7 million in funding in September , bringing the announced total to over $80 million. businesses and their attributes. net new prospects”).

IgnitionOne Buys Knotice, Prompting Many Deep Thoughts

Customer Experience Matrix

But the extract below from the CDP Guide also shows how they complement each other: Knotice does “fuzzy” matching of names and addresses and sends email, while IgnitionOne buys online media and selects best customer treatments. Digital marketing technology vendor IgnitionOne today announced its acquisition of email and audience management vendor Knotice.

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New Raab VEST Report: B2B Marketing Automation Will Reach $1.2 Billion in 2014

Customer Experience Matrix

Yes, there’s continued growth in various aspects of social media marketing and in mobile-friendly content creation. I’ve just published the latest edition of our B2B Marketing Automation Vendor Selection Tool (VEST), with updated entries on all your favorites and several new entries to boot. A few interesting trends stood out: revenue growth is accelerating. billion. You heard it here first.

StrongView Moves Beyond Email to Real-Time, Contextual Marketing

Customer Experience Matrix

Necessary technologies include real-time analytics to select best treatments; dynamic message assembly to construct those treatments; and multi-channel routing to deliver the treatments via email, SMS, mobile apps, Web pages, social media, and display ads. Today''s email vendors face an interesting business challenge. On the whole, I’d say it does. Still, articulation is just a first step.

Oh Shiny! Cool Marketing Technology I'd Evaluate in Detail if I Didn't Keep Getting Distrac.Oh Shiny!

Customer Experience Matrix

Specifically, it connects Web advertisers with Web publishers for processes including negotiating media buys, storing and distributing advertising materials, checking for click and pixel fraud, and delivering leads the publishers have captured. The company is four years old, has about 2,500 clients, and has 3,500 media partners in its network. market.

CRM Evolution Conference: Mobile Really Does Change Everything About Marketing

Customer Experience Matrix

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. I snuck down to Washington DC yesterday for a few hours at the CRM Evolution conference, where a critical mass of industry experts triggered a chain reaction of interesting thoughts. The first was that customer systems should read most data directly from the system that created it rather than loading that data into a master database. This isn’t really a new idea – it’s called federated access and has been around for decades.

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Marketo Conference: Small Changes, Big Picture

Customer Experience Matrix

Marketo wrapped up its three day Marketing Nation conference yesterday, having once more displayed its own marketing prowess by attracting national media attention (see here and here ) with an appearance by Hillary Clinton. Still, the real focus was on Marketo’s own announcements, which included several product changes and a new positioning. (I My main reaction was, what’s new? Fair enough.

ABM Vendor Guide: What to Look for in External Data Sources

Customer Experience Matrix

special methods to associate personal and business emails, attach leads to accounts, find social media handles, etc. Last week’s posts introduced our new Raab Guide to ABM Vendors ( buy it here ) and introduced a framework four process ABM steps, six system functions, and six key sub-functions. The idea was that functions define major categories of systems, while the sub-functions differentiate systems within each category. The world isn’t really quite this simple, if only because many systems provide more than one function. Let’s start with the first sub-function, External Data.

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

Customer Experience Matrix

In February, Causata introduced prebuilt applications for cross-sell, acquisition, and return programs in financial services, communications, and digital media. It has taken me a while to connect the dots, but I’m now pretty sure I see a new type of software emerging. I’ll step in myself, and hereby christen the concept as “Customer Data Platform”. Those are something new.

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BlueConic Selects Targeted Messages Using a Cross-Channel Marketing Database

Customer Experience Matrix

It does this with “listeners” that can read data from forms or monitor behaviors via Javascript tags on Web pages, emails, and other media. This blog has mentioned BlueConic in passing a couple of times but never quite gotten around to reviewing it in detail. Until now. The delay may seem surprising, since BlueConic qualifies as a Customer Data Platform , a type of system I’ve been arguing will play an increasingly central role in marketers’ futures. The databases and connections are needed because today''s customers expect personalized, coordinated treatments across all channels.

LeadLiaison Helps Marketing Automation Users Break the Content Bottleneck

Customer Experience Matrix

Content can be linked to a social media publishing process that can release it immediately, schedule it for the future, or add it to a “buffer” of materials that are released at predefined intervals. You may have noticed that there are many B2B marketing automation systems available. I’m not sure exactly why they chose that term, apart from the fact that everybody likes revenue.