Customer Experience Matrix

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Customer Experience Matrix

Dear Internet, I was disappointed but not wholly surprised that you didn’t find Wednesday's post with Personalized Mona Lisa as self-evidently hilarious as I did. And, while I know that explaining something never convinces anyone that it’s really funny, I think Personalized Mona Lisa has enough serious content to justify further discussion. So here goes. Let’s start at the beginning.

Martech At The Crossroads: Agility or Simplicity?

Customer Experience Matrix

Those evolved slowly – personalized printing and modern campaign managers appeared in the 1980’s. I’ll be giving a speech next week on the evolution of marketing technology, which doesn't follow the path you might think. Similarly, marketers up that time worked with the same data – audience counts and customer lists – they had since Ben Franklin and before. But every action has a reaction.

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

Customer Experience Matrix

The corporate home page says “Sailthru makes it easy to personalize every channel for every customer,” which is accurate enough. But plenty of other companies also help with omni-channel personalization. marketer looking for personalization solutions might add Sailthru to her list of options, but wouldn’t know whether it''s a good or poor fit without digging much deeper. fair number of multi-channel personalization systems use Mongo or something similar, but many others use conventional relational databases (which are less flexible) or other data stores. data store.

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Rating the Crowd-Sourced Marketing Software Review Sites

Customer Experience Matrix

Reviewer information on all sites except Software Advice starts with verifying that the user is a real person through requiring a LinkedIn log-in. This may sound like self-serving mumbo-jumbo, but I do think a professional reviewer can articulate the essence of many products more effectively than users who report only on their personal experience. But they also differ in other ways.

B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

Marketers Are Struggling to Keep Up Customer Expectations: Here's Proof

Customer Experience Matrix

Let's start with a truth universally acknowledged – that customers have rising expectations for personalized treatment. In other words, marketers are nowhere near as good at personalizing experiences as consumers think. It’s important to not to confuse real-time personalization with tracking customers across channels or even identifying customers at all.

suitecx Offers Industrial-Strength Customer Journey Maps and More

Customer Experience Matrix

None of this affects me personally, but if I were a real customer experience expert I'd be annoyed at cartoon versions being presented as the real thing. Customer journey mapping is now the buzziest of buzz words. Journey mapping is equally popular among agencies and consultants, although it also often is little more than a new label for the old sales funnel.

Guide to ABM Vendors: What's in a Complete ABM Stack?

Customer Experience Matrix

Customized Messages and Execution can be found in non-ABM systems such as Web site personalization or marketing automation.* Yesterday’s post announced our new Guide to ABM Vendors , which helps marketers make sense of the confusing variety of ABM-related systems. The post describes our framework of four ABM process steps, six system functions that support those steps, and six sub-functions that are hardest to find. All the functions are indeed required, but the sub-functions are optional. The first obvious question is how many vendors deliver each sub-function. There sure is!

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

Customer Experience Matrix

Existing recommendation engines and predictive models can easily tell you which content a person is most likely to pick or which product they are most likely to buy. Scientists tell us that the attention span of the average human is now shorter than the attention span of a goldfish.(1) In such a world, the chances of anyone reading this 2,000 word blog post are pretty much nil. think not.

B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

How Many Ads Per Day Do You See? Fewer Than It Seems (I Think)

Customer Experience Matrix

This can easily be converted to ad impressions per person per day. Bottom line, my numbers show 264 impressions per person per day. per person per day My cliché detector starts chirping as soon as anyone says today’s marketers face more competition than ever before. So competition has been tough for as long as anyone now living can remember. Really? Just 362 ads per day?

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Customer Data Platforms Revisited: The Future of Marketing Data

Customer Experience Matrix

The major observation is that current investment is heavily concentrated on the Decision layer, with interest in predictive modeling and message selection (which could also be labeled as personalization). But as personalized ad messages become increasingly possible, marketers will have ever-greater incentive to target and, ultimately, coordinate messages across channels using shared data.

Marketing Technology of the Future: Beyond the Customer Data Platform

Customer Experience Matrix

It also implies there’s a lot of value in “identity association” technologies that link related data to the same person. The last three minutes of my MarTech Conference presentation are driving me crazy. The preceding portions cover the current state of Customer Data Platforms. have no trouble talking about that. But to cover it succinctly I must first think it through in detail.

FlipMyFunnel Conference on Account-Based Marketing Comes to Austin on June 7

Customer Experience Matrix

could go on, but then you’d have no reason to attend in person. I’ll be joining an all-star cast of Account Based Marketing experts when the FlipMyFunnel Festival visits Austin on June 7. You can register here – it’s free. My own talk, not surprisingly, will be about the technology behind ABM – or, more precisely, how to build an ABM marketing technology stack.

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

Customer Experience Matrix

Execute Interactions Deliver Messages This includes systems to deliver emails, personalized messages on the company Web site, display advertisements, and includes alerts and advice to sales reps. Flows may also trigger actions other messages, such as purchasing more contact names or alerting a sales person. As used in this Guide, execution may include direct integration with a delivery system, such as adding a name to a marketing automation campaign, sending a list of cookies and instructions to an ad buying system, or pushing a personalized message to a company Web site.

B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

Pointillist Journey Orchestration Discovers Customer Paths for Itself (Marketing Automation is Doomed, I Tell You)

Customer Experience Matrix

Plenty of other vendors have the potential to make the transition – in particular, products developed for real time interactions and Web personalization. I am saying the competition won’t come from today’s campaign management and marketing automation leaders.* This post will resume the tour I started in March of journey orchestration engines – our new friend JOE. Hours of fun, for sure.

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

Customer Experience Matrix

Intent vendors won’t necessarily capture every person in market for a particular product. On the simplest level, you just apply the intent data to whatever type of program you’re testing (sales qualification, prospecting, lead scoring, reactivation, personalization, etc.) It lops a whole layer off the top of the funnel and finally lets you discard the wasted half of your advertising.

Intent 101

Tealium Grows from Tag Manager to Customer Data Platform

Customer Experience Matrix

Tealium’s iDMP stores both cookies and personal identifiers such email addresses. Devices used by the same person are then linked to each other. Users can give higher priority to more important actions and can limit how many times an action is executed for the same person (for example, to avoid sending too many messages or repeating the same message). Let’s step back a bit.

Mautic Offers Free, Open Source Marketing Automation

Customer Experience Matrix

Emails can include personalization tokens such as {first name}. The only real question about free, open source marketing automation from Mautic is what took so long. The core features of B2B marketing automation have been well understood for nearly ten years and prices have been dropping steadily for about the same time. Small businesses constantly cite cost as a major roadblock to adoption.

MDC DOT Provides Marketing Automation for Direct Salespeople

Customer Experience Matrix

Those firms have very specific requirements for balancing central control over content and brand image with the agents’ desire for flexibility and personal client relationships. I briefly mentioned MDC Dot in an earlier blog post about giving sales people access to marketing automation capabilities. Beyond low price, MDC Dot offers two key capabilities to suit its target audience.

Marketo Conference: Is Predictive Modeling The Future of Marketing Automation?

Customer Experience Matrix

Personally, I''ll bet on the machines in this contest, although with many caveats about how long it will take before humans are fully or even largely replaced. Proper value measurement – which means estimating the incremental impact on lifetime value of each marketing message – also relies on persons and life stages as a framework. Marketo held its annual Marketing Nation Summit this week, hosting 4,000+ clients and partners. The event seemed relatively subdued for Marketo – I didn’t spot one costumed character – but the over-all atmosphere was positive.

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

Customer Experience Matrix

Speaking of unrelated topics*, the Everstring funding follows quickly on the heels of another large investment -- $58 million – in automated testing and personalization vendor Optimizely , which itself followed Oracle’s acquisition of Optimizely competitor Maxymiser. I’ve never thought of predictive modeling and testing as having much to do with each other, although both do use advanced analytics.

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ZenIQ Account Based Marketing System Maps Buying Centers, Finds Data and Exection Gaps, and Recommends Actions to Fill Them

Customer Experience Matrix

It will also infer contacts’ personal interests, channel preferences, and optimal message frequency from their behaviors in marketing automation, CRM, and the Web site. When I first starting thinking about Account Based Marketing, I assumed that an ABM system would let marketers replicate at scale how sales teams manage key accounts: that is, to analyze each account in depth, set goals specific to that account, and then execute against those goals. Then I saw ZenIQ. Even automated recommendations in place, ZenIQ won’t select your target accounts or execute the recommended actions.

BlueConic User-Driven Marketing Maturity Model: Surprises on the Road to Customer-Centric Marketing

Customer Experience Matrix

It requires not just knowing who the viewer is, but who she’s related to (child or spouse), the interests of that related person (soccer), and the temporal context (holiday gift buying season). I’m as fond of hearing my voice as most consultants, which is very fond indeed. Click here to see the Webinar and download the related paper.) Some that particularly struck me are: Listening first.

MarTech Madness: Marketing Technology Managers Come Out to Play in San Francisco

Customer Experience Matrix

Concretely, imagine an ecommerce Web site that gives each customer different product descriptions based on her personality. That’s a step beyond current personalization or recommendation engines, which select the best message or product but don’t change how it's presented or use manually-created variations. It’s also a step closer to what a good human salesperson does, tailoring their presentation to whatever they feel will best resonate with the person they’re talking to. It’s also unusual in attracting people from both B2B with B2C companies, two groups that rarely mix.

New Marketing Automation Options for Small Business in the VEST Report

Customer Experience Matrix

It creates email templates with personalization and embedded links but no dynamic content. I’m revving up for the next edition of our B2B Marketing Automation Vendor Selection Tool (VEST) report, which will include six first-time entries. I’ve already written about two of those, Inbox25 and AutopilotHQ (formerly Bislr). Here are thumbnails of the others. You get the idea.

Acquisitions Reshape the Marketing Automation Industry: Growth at the Bottom, Room in the Middle, Fog at the Top

Customer Experience Matrix

personally suggest that anyone interested in the industry buy a copy for themselves and another for someone they love. Raab Associates officially released the new edition of our B2B Marketing Automation Vendor Selection Tool (VEST) yesterday. There are quite a few vendor comparisons out there, but none come close in the level of detail – which is what you really need to select a system.

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. My personal favorite definition of quality is “fitness for purpose”, which makes the point that the quality of data (or anything else) is related to how you’re going to use it. 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 world isn’t really quite this simple, if only because many systems provide more than one function.

LinkedIn Buys Fliptop: Why Account Based Marketing and Predictive Analytics Are a Natural Fit

Customer Experience Matrix

It's an interesting piece of news but I'm personally disappointed at the timing because I have been planning all week to write a post about the relationship between predictive analytics and account-based marketing (ABM). Predictive analytics vendor Fliptop today announced its acquisition by B2B social network LinkedIn. The Fliptop/LinkedIn deal is just more evidence of the connection.

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

Customer Experience Matrix

Message selection includes content recommendations and personalization. Are these “judgements” significantly more advanced than the “judgements” that go into a lead scoring predictive model or personalized content recommendation? I’m not really sure. This most definitely applies to marketing, where I found many artificial intelligence-based solutions once I began looking for them.

Bombora Feeds B2B Data to Everyone

Customer Experience Matrix

This means selling it intent and demographic audience segments for display advertising, marketing automation and email segmentation, Web audience analytics, data enhancement, content personalization, media purchasing, and predictive modeling. The company was already familiar to me through clients who deal with it. But I had never gotten a clear picture of exactly what they do. Fair enough.

Salesforce Purchases Deep Learning Artificial Intelligence Vendor MetaMind: Yeah, That's a MarTech Trend

Customer Experience Matrix

There aren’t many details available: in the announcement , MetaMind founder Richard Socher said Salesforce will use its technology to "automate and personalize customer support, marketing automation, and many other business processes." In a way, that vagueness is exactly what’s most interesting about the deal: it supports the notion that AI will be embedded in many system features rather than limited to a handful of specific tasks. This vision of pervasive AI is how I personally expect the industry to develop. Those benefits are two sides of the same coin.

Accelerating Waves of Marketing Technology: My Interview on Scott Brinker's ChiefmartechTV

Customer Experience Matrix

The official topic was accelerating waves of marketing technology , although we did manage to sneak in Personalized Mona Lisa. marketing software marketing technology martech personalization soctt brinkerI had the pleasure last week of appearing as the first guest on Scott Brinker's chiefmartechTV , an internet broadcast that will features interviews on marketing technology topics. You can view the broadcast here. See if you can count how many times my cat forces her way into the picture.

Terminus Offers Targeted Display Ads for B2B

Customer Experience Matrix

But the system isn’t tracking messages to specific individuals, so it can’t avoid showing the same message multiple times to the same person. Tuesday’s post on the Adobe Marketing Cloud illustrated the complexity of solutions that combine many marketing and advertising components. Nor does it address the challenges that users face in making sense of it all. email-based targeting. pricing.

Moving On: Lessons from the B2B Marketing Trenches

Customer Experience Matrix

But we did eventually conclude that simply publishing the results was not enough, and started to go through the results in person during weekly and monthly status meetings. I’ve just ended my six month tour as VP Optimization at LeftBrain DGA, and am now returning full time to my usual consulting, writing, and general shenanigans. It was fun to work again as a hands-on marketer. Big mistake.

OneSpot Offers Automated Content Selection Targeted at Long Term Results

Customer Experience Matrix

Email is personalized through API connections with email service providers. artificial intelligence automated marketing machine learning omni-channel marketing personalizationAs you know from previous blog posts , I’ve been borderline obsessed recently with systems that automatically create multi-step campaign flows. The content sequencing engine is a more recent addition.

CRM Evolution Conference: Mobile Really Does Change Everything About Marketing

Customer Experience Matrix

Further reinforcing these trends is the customers’ increasing expectation for personalization. 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. But the argument I heard this week was stronger than that.

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Ensighten Transforms Web Tags into Rich Customer Data

Customer Experience Matrix

As I’m sure you see coming, Ensighten’s next step is to assemble the tag data into detailed individual profiles for personalization, testing, attribution, and other purposes. Ensighten can deliver rule-driven personalized messages along with the custom page tags. It also provides services including Web site performance monitoring and privacy management and will apply machine learning to personalization and recommendations later this year. Tealium highlighted the topic on Tuesday with $30.7 million in new funding , bringing the total to $77.9

Hive9 Marketing Performance Management Includes Customer Journey Optimization

Customer Experience Matrix

Rules can avoid repeating messages to the same person and can select a “next best message” for the external system to deliver. This coordination includes both gathering data from multiple sources and sending messages through other systems. What the heck does that last sentence mean? That’s quite different from pre-defining an ideal customer journey and trying to force customers to follow it.