Customer Experience Matrix

JULY 3, 2014

But marketers want to integrate email with other messaging channels, so a stand-alone email platform is increasingly unattractive. The obvious solution is to add other channels and, even more important, features to control the decisions of when, how, and to whom messages are sent.

Work Management 120

Work Management Marketing Management Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

SEPTEMBER 28, 2011

Here are some others, in rough order of industry familiarity: Alterian – extends beyond multi-channel campaign management to include Web content management, Web analytics, and social media monitoring. Neolane – provides multi-channel campaign management, realtime interactions, and marketing resource management.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Resource Management Marketing Management 120

Customer Experience Matrix

DECEMBER 16, 2013

Marketers will have an increasing number of ways to build consolidated, multi-source customer databases without waiting for help from their IT departments. Customer Data Platforms mature. The privacy dog won’t bark.

Trends 120

Trends Paid Search Agency Multi-Channel Ideal Customer Profiles 120

Customer Experience Matrix

FEBRUARY 4, 2014

Yes, there’s continued growth in various aspects of social media marketing and in mobile-friendly content creation. The new systems offer a broad range of configurations, from ultra-simple interfaces with limited functions to elaborate multi-channel workflows that are correspondingly complex. You heard it here first.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Top of Funnel 120

Customer Experience Matrix

NOVEMBER 24, 2016

Obviously the system has been updated many times since then but its core approach to optimizing real-time decisions across all channels has stayed remarkably constant. Offers can include multi-step flows with interactions over time and across channels. It brings together audiences, offers, and actions.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

MAY 21, 2012

Conversen is somewhat similar to Entiera in offering sophisticated multi-step campaigns, although its main differentiator is multi-channel dynamic content that makes it relatively easy to deliver different messages to different segments across multiple channels.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Advertising Agencies Marketing Automation 120

Customer Experience Matrix

JUNE 29, 2011

But ExactTarget has added mobile, Web pages, and social in recent years. The IMH, as we cognoscenti call it, combines ExactTarget's email, mobile, Web pages, Web visitor tracking, and social media with external touchpoints as well as Salesforce.com and Microsoft CRM. As Captain Planet used to say, The Power Is Yours.

Eloqua 120

Eloqua Marketing Management Marketing Automation Services Lead Ranking 120

Customer Experience Matrix

OCTOBER 2, 2013

The company positions itself as a tool to deliver “personalized and relevant multi-channel communications”, which sure sounds like a CDP. The system then monitors the content selected by its clients’ customers in emails, Web pages, mobile platforms, and some social platforms and builds an interest profile for each customer.

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Enterprise Management Lead Ranking 120

Customer Experience Matrix

DECEMBER 4, 2012

I wrote in February about one set of these vendors: Balihoo and others that specialize in helping central marketing organizations work with channel partners such as dealers and franchisees. As the table accompanying my Balihoo post indicates, these are pretty much standard features for channel partner systems. Integrations with ACT!

Marketing Automation Services 120

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 120

Customer Experience Matrix

NOVEMBER 23, 2010

across channels. The campaign builder in particular has been updated to support trigger-driven, multi-step processes in a branching flow chart. Alchemy will also include revised and expanded versions of Alterian's social media, Web content management, Web analytics, and email solutions.

Planning 120

Planning Marketing Management Multi-Channel Paid Search Agency 120

Customer Experience Matrix

MARCH 16, 2012

Sharma’s reaches a similar conclusion although he puts it in a larger context of social media (people expect to interact with a company Web site like they interact on social media), cloud, and mobile computing (marketers need content that can be presented on all types of devices).

Salesforce.com 120

Salesforce.com Enterprise Management Marketing Automation Services Marketing Management 120

Customer Experience Matrix

AUGUST 20, 2012

New channels. They illustrate the continued expansion of marketing automation to support true multi-channel marketing programs. You may have noticed that social media is missing from these lists. I'm pretty sure that social media features are being added quickly although I don't have the data to prove it.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Marketing Report 120

Customer Experience Matrix

DECEMBER 13, 2012

It’s more than three years since my original post about SiteCore’s plans to transform itself from a Web content management system to a platform for cross-channel customer experience management. It seems to be working out – since that time, revenue has grown 40% per year and the number of clients has nearly doubled from 1,600 to 3,000.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 1, 2010

The really cool digital marketing stuff, including Web site development, Web advertising and most recently social media, has been executed by a different set of digital marketing agencies, specialist software vendors, and, ironically, media buyers at traditional ad agencies. Industry vendors who support them will thrive.

Database Marketing 120

Database Marketing Paid Search Agency Demand Generation Agencies Paid Content 120

Customer Experience Matrix

FEBRUARY 26, 2012

Some of these channel marketing systems focus on lead distribution, some on locally-customizable promotion materials, and some on campaign management. All must mediate the delicate relationship between relatively sophisticated central marketing departments and their firmly independent channel partners. So it was worth taking a look.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Advertising Agencies Work Management 120

Customer Experience Matrix

OCTOBER 1, 2014

It''s still far from a complete marketing automation system: there are no multi-step workflows, event triggers, recurring campaigns, behavior tracking, CRM synchronization, touchpoint integration, or transaction database. Social media posting and listening is under development. Retargeting can be done through email lists or ad pixels.

Cost Per Thousand 120

Cost Per Thousand Marketing Automation Services Campaigns Ad Frequency 120

Customer Experience Matrix

AUGUST 21, 2009

.* The new offering is designed to support all stages of interactive marketing, starting with traffic generation from paid search, Web banner ads and blogging, and continuing with visitor behavior tracking, landing pages and forms, interactive dialogs, multi-step email campaigns, lead scoring and CRM integration.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Marketing Management Paid Search Agency 120

Customer Experience Matrix

JANUARY 22, 2014

Briefly, a standard B2B marketing automation system can send bulk emails to segmented lists, capture email responses on landing pages and forms, track email and Web site behaviors, score leads based on behaviors and profile attributes, execute multi-step workflows (i.e.,

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Marketing Automation Automation 120

Customer Experience Matrix

OCTOBER 21, 2010

Key conclusions are: "While customers have now broadly and deeply embraced new digital and social media channels of engagement, interaction and transaction, most senior marketers and IT executives admit their companies lack a clear understanding of how customers are using their channels and are not highly prepared to leverage those channels.

CMO 120

CMO Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

NOVEMBER 4, 2010

When I reviewed Right On Interactive in a July 2009 post , the company was selling its 5Buckets marketing software as a multi-channel output generation tool that complemented conventional marketing automation systems. These features let Right On support multi-step campaigns although complex designs would be a challenge.

Salesforce.com 120

Salesforce.com Lead Scoring Lead Ranking Marketing Automation Services 120

Customer Experience Matrix

APRIL 25, 2013

These systems that gather customer data from multiple sources, combine information related to the same individuals, perform predictive analytics on the resulting database, and use the results to guide marketing treatments across multiple channels.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Class 120

Customer Experience Matrix

MARCH 9, 2015

Social networks, mobile devices including phones and wearables, and the Internet of Things will provide ever-more details about the precise situation of each customer during each interaction. Be sure you can easily introduce new data sources, components, objectives, and execution channels. More about that later. Contextual data.

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Terms and Conditions Lead Ranking 120

Customer Experience Matrix

FEBRUARY 2, 2010

Thus, multi-step marketing campaigns or highly structured interaction dialogs are less useful than simply giving people a variety of choices and letting them guide the process for themselves. By contrast, most digital marketing contacts are initiated by the prospects themselves in response to an advertisement or social media message.

Database Marketing 120

Database Marketing Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JUNE 22, 2014

Social marketing is growing up. It starts when a new medium is created – email, Web, now social. These are commercialized into “point solutions” are perform a single task such as social listening, posting, and measurement. We’re seen this movie before, folks. Pioneering marketers create custom tools to exploit it.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Social Marketing Automation 120

Customer Experience Matrix

JANUARY 24, 2015

This scope covers email, Web forms, multi-step campaign flows, and CRM. It recently added lead scoring and the ability to look up individuals on social networks. Supported channels include email, SMS, direct mail, surveys, landing pages, and social media. The system integrates via Zapier with ecommerce products.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Paid Search Agency Marketing Report 120

Customer Experience Matrix

NOVEMBER 20, 2012

Their descendants are now modules within integrated Portrait suite, including Portrait Explorer (visualization), Miner (predictive modeling), Uplift (model-based treatment selection), Foundation (data access and integration), Dialogue (multi-step outbound campaigns), and Interaction Optimizer (real-time decisions).

Interactive Marketing 120

Interactive Marketing Marketing Management Marketing Automation Services Campaigns 120

Customer Experience Matrix

FEBRUARY 24, 2014

Since I just wrote last Friday about how DMPs integrate with marketing automation to unify customer treatments in Web advertising and direct channels, I’m tempted to just point you to that post for an explanation of how this works and why it matters.

Enterprise Management 120

Enterprise Management Marketing Automation Services Work Management Marketing Management 120

Customer Experience Matrix

MARCH 29, 2016

It’s even more different from taking conventional multi-step campaigns and calling them "journeys”. Tactics have owners, budgets, start and end dates, revenue targets, types (usually a channel or asset) and other attributes such as journey stage, audience, business unit, geography, and language. These can be tailored to each client.

Work Management 120

Work Management Marketing Management Multi-Touch Attribution Optimization 120

Customer Experience Matrix

MAY 27, 2014

Captora , which last week announced $22 million in new funding , helps companies capture more leads from social, paid search, and organic search marketing. Its clients are mostly small retailers with $1 million to $5 million annual revenue, although the average size is growing.

Paid Content 120

Paid Content Paid Search Agency Ideal Customer Profiles Advertising Agencies 120

Customer Experience Matrix

FEBRUARY 10, 2011

The rest, including multi-language user interface and on-premise deployment, also deal with needs unique to large enterprises. Half relate to specific output channels: fax, RSS, social media, direct mail, email, external Web sites, and Webinars. The only real odd-ball here is online chat. What can I say?

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Marketing Automation 120

Customer Experience Matrix

SEPTEMBER 19, 2013

Most also perform their own scans of Web sites and social networks to extract sales-relevant information such as technology use and changes that suggest buying opportunities. The major difference is that they also recommend messages in other channels, such as Web site personalization or email campaigns.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

JANUARY 31, 2014

The approach is organized around events, such as an email open or click: there are different events for different channels, and each event can be assigned points for lead scoring, goals for behavior tracking, and costs for reporting. Integration with other CRM systems is due soon.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Marketing Management Marketing Automation 120

Customer Experience Matrix

OCTOBER 8, 2014

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. New Technologies • Predictive everywhere.

Work Management 120

Work Management Marketing Management Multi-Touch Attribution Planning 120

Customer Experience Matrix

NOVEMBER 22, 2013

Any way you slice it, focusing on platform technology is much less exciting than last year''s vision of "social enterprise". The ExactTarget Marketing Cloud does now include Salesforce’s previously-purchased social marketing components, Radian6 social monitoring and Social.com social advertising.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

MARCH 29, 2010

Summary: thinkAnalytics provides a robust decision engine to help make optimal recommendations across channels. That is, thinkAnalytics sits outside of the individual touchpoint systems, allowing it to deliver consistent recommendations across all channels. Too bad more people don't use it.

Enterprise Management 120

Enterprise Management Ideal Customer Profiles Marketing Automation Services Marketing Management 120

Customer Experience Matrix

MAY 26, 2011

This is especially true in customer management, where new touchpoints – Web, mobile, social, etc. What this means in practical terms is that companies wishing to coordinate customer treatments across channels need to knit together their separate touchpoints. appear at a dizzying pace.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

MAY 22, 2013

Even the leading survivors, including Neolane (founded 2001) and RedPoint (founded 2006) have their roots in traditional outbound campaigns, although they now support Web, social, and real-time interactions to varying degrees. As these example may suggest, one key theme for Selligent flows is tight integration across all channels.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Marketing Automation 120