Customer Experience Matrix

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Singing the Customer Data Platform Blues: Who's to Blame for Disjointed Customer Data?

Customer Experience Matrix

Many surveys present a familiar tune: most marketers want unified customer data but few have it. I’m in the midst of collating data from 150 published surveys about marketing technology, a project that is fascinating and stupefying at the same time. A theme related to marketing data seems to be emerging that I didn’t expect, and many marketers won’t necessarily be happy to hear. suggests.

Should Customer Data Platforms Be "Marketer-Controlled"?

Customer Experience Matrix

It’s true that different departmental applications will probably need the CDP data to be presented slightly differently. 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. User control.

Study: Half of Marketing Jobs Will Be Replaced by Machine Intelligence

Customer Experience Matrix

This in turn got me thinking about my presentation on machine learning systems at the MarTech conference in March. That's all interesting, but what does it mean for my presentation? My MarTech presentation will offer some specific suggestions on how to do that. Riesterer’s own talk followed exactly that template, a bit of consistency I always admire.

Predictive Marketing Vendors Look Beyond Lead Scores

Customer Experience Matrix

In particular, its finding new market segments that clients might enter – something different from simply scoring leads that clients present to it or even from finding individual prospects that look like current customers. But is it possible that predictive is already approaching commodity status? Maybe I shouldn't be surprised that predictive marketing vendors seem to have anticipated this.

B2B Marketing Trends for 2016

magazine, and presented at blogging and social media conferences. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly. know which half."

Landscape of MarTech Vendor Directories

Customer Experience Matrix

I'm making a presentation on marketing technology selection at B2BLeadsCon in New York next week, and had thought to start with the usual Oh-My-God-There-Are-So-Many-Vendors slide to get everybody's attention. This would ordinarily be Scott Brinker's popular Chief MarTech Landscape but I've recently seen so many variations on the theme that I put together a composite slide instead. Enjoy!

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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.

#Personalized Mona Lisa #Marketing #Humor #Fail

Customer Experience Matrix

The idea of Personalized Mona Lisa is that someone decided to offer “personalized” versions of Mona Lisa by presenting each individual with a portion of the painting that was related to their interests. From the company perspective , personalization limits the value presented to the consumer. This isn’t the first time my sense of humor failed to match with yours. So here goes.

Why Time Is the Real Barrier to Marketing Technology Adoption and What To Do About It

Customer Experience Matrix

Yours Truly presenting to the Sailthru attendees about building better data. I was out of the office all week, splitting my time between two conferences: Sailthru LIFT and Marketing Profs B2B Forum. Both were well attended, well produced, and well worth while. The company is making those available to guide list selection and content personalization for both email and Web pages.

B2B Marketing Trends for 2016

magazine, and presented at blogging and social media conferences. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly. know which half."

Marketing Technology of the Future: Beyond the Customer Data Platform

Customer Experience Matrix

The last three minutes of my MarTech Conference presentation are driving me crazy. Some will be the topic of other MarTech presentations. Now all I have to do is figure out how to cram this into three minutes of my presentation. The preceding portions cover the current state of Customer Data Platforms. I have no trouble talking about that. Here’s what I have so far.

Real Magnet Offers Complex Campaigns Withouth the Flow Charts

Customer Experience Matrix

The system then presents a choice of industry-appropriate campaign types such as subscription renewals, webinar promotions, birthday and anniversary messages, and welcome kits. I recently saw a useful distinction between AI – artificial intelligence, which is machines replacing people – and IA – intelligent assistance, which is machines helping people.

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

Customer Experience Matrix

Similarly, retargeting ads can be used to make hard sales offers or to more gently present brand messages and name-capturing content. Intent data is a marketer’s dream come true: rather than advertising to mass audiences in the hope of getting a handful of active buyers to identify themselves, just buy a list of those buyers and talk to them directly. But intent data is a complicated topic.

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

Customer Experience Matrix

As often happens with these presentations, putting together a coherent treatment of the topic forced me to think things through in a bit more detail than I had previously. The other thing that often happens with these presentations is I spend way too much time picking images for my slides. You can register here – it’s free. It was a tough choice and won’t tell you where I ended up.

B2B Marketing Trends for 2016

magazine, and presented at blogging and social media conferences. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly. know which half."

Tealium Grows from Tag Manager to Customer Data Platform

Customer Experience Matrix

To some degree, the difference is just a matter of presentation. It took me an embarrassingly long time to recognize why Tealium ’s AudienceStream is just a bit odd. The oddity itself I saw immediately: while most marketing systems focus on sending messages to customers, AudienceStream is organized around overwriting data and sending it to other systems. Let’s step back a bit.

Marketing Automation Buyer Survey: Many Myths Busted but Planning is Still Key to Success

Customer Experience Matrix

So it''s correct that results ultimately depend on users rather than technology, but not in the simplistic way this is often presented. And if you really care about marketing automation success, tilt the odds in your favor by buying the full report. __ * I really struggled to find the best way to present this data. But the lesson isn’t just that features matter.

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

Customer Experience Matrix

In short, Pointillist both builds a robust, unified customer database and presents exceptional tools to analyze and act on the customer journey. This post will resume the tour I started in March of journey orchestration engines – our new friend JOE. Their core architectures just aren’t up to it. I’m not saying that JOEs will have no competition. This makes things really quick.

ActionIQ Merges Customer Data Without Reformatting

Customer Experience Matrix

ActionIQ presents its approach as offering self-service data access for marketers and other non-technical users. One of the fascinating things about the Customer Data Platform Institute is how developers from different backgrounds have converged on similar solutions. The leaders of ActionIQ , for example, are big data experts: Tasso Argyros founded Aster Data , which was later purchased by Teradata , and Nitay Joffe was a core contributor to HBase and the data infrastructure at Facebook. In their previous lives, both saw marketers struggling to assemble and activate useful customer data.

Mautic Offers Free, Open Source Marketing Automation

Customer Experience Matrix

Users are presented with a free-form canvas to build emails or Web pages, with the usual controls for fonts, colors, inserted images, URL links, etc. The only real question about free, open source marketing automation from Mautic is what took so long. Small businesses constantly cite cost as a major roadblock to adoption. So the opportunity seems obvious. See this post for more on that.)

Strikedeck Adds Automation to Customer Success Management

Customer Experience Matrix

In fact, Strikedeck referred to itself as “customer success automation” in an early discussion I had with them, although they don’t seem to be using that positioning at present. I first started paying attention to “customer success management” systems when I realized they were assembling data from multiple sources to build a consolidated customer view – something that could potentially serve other departments throughout the organization. Again, though, they fall short on other parts of the definition, in this case the one related to journey mapping.

Reltio Makes Enterprise Data Usable, and Then Uses It

Customer Experience Matrix

These can also be done in Reltio itself, using built-in machine learning and data presentation tools to provide deep views into customers and accounts, including recommendations for products and messages. 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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BlueConic User-Driven Marketing Maturity Model: Surprises on the Road to Customer-Centric Marketing

Customer Experience Matrix

But the best part of my recent presentation with BlueConic was listening to the voice of someone else’s experience: in this case, the experience of more than 60 BlueConic clients, distilled into a maturity model that traced the stages they passed through on their way to full customer-centric marketing. Part of the presentation was a set of examples presented by BlueConic CMO Dan Gilmartin.

Datorama Applies Machine Intelligence to Speed Marketing Analytics

Customer Experience Matrix

Its solution was to automate every step of the marketing measurement process as much as it could, using machine intelligence to identify information within new data sources, map those to a standard data model, present the results in dashboards, and uncover opportunities for improvement. As I mentioned a couple of posts back , I’ve been surveying the borders of Customer Data Platform-land recently, trying to figure out which vendors fit within the category and which do not. Naturally, there are cases where the answer isn’t clear. Datorama is one of them.

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

Customer Experience Matrix

My interpretation is that the micro-business sector is the least mature and still presents the greatest untapped opportunity – even if buyers are still limited to the small proportion of business owners who are “tech geeks”. Raab Associates officially released the new edition of our B2B Marketing Automation Vendor Selection Tool (VEST) yesterday. See www.raabguide.com/vest for details.

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

Customer Experience Matrix

At present, the actions are chosen by rules set up manually by marketers – although even this is a step ahead of having marketers directly assign accounts to specific campaigns. 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. I was disappointed but figured it was just another case of expectations outpacing reality. Then I saw ZenIQ.

New Frontiers in Data Driven Marketing

Customer Experience Matrix

All that cross-channel coordination means marketers have more ways to present the right message to each individual, which turn means each message much be available in the format of each touchpoint. I recently gave a talk on New Frontiers in Data Driven Marketing, which managed to incorporate Barbie, Fred Astaire and Ginger Rogers, General Winfield Scott, and The Three Stooges.

Moving On: Lessons from the B2B Marketing Trenches

Customer Experience Matrix

What this meant in both cases was that response was primarily driven by the people at each stage, not by the specifics of the materials presented. We also found that reviewing individual results was not enough; when we found larger patterns worth reporting, we had to present them explicitly as well. It was fun to work again as a hands-on marketer. lots of content. simplicity helps.

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

Customer Experience Matrix

Human-built rules still determine which messages are available and when messages will be presented. What separates it from other personalization tools is that it optimizes against long-term value, such as revenue over the 14 days following each message, and its decisions take into account messages previously presented. could do the job from start to finish. I’m not really sure.

Future-Proof Your Marketing Technology Stack: Whitepaper and Webinar

Customer Experience Matrix

We’ll be presenting the paper and related research in a Webinar tomorrow (Thursday) at 12:30 p.m. Research sponsored by the Raab Associates Institute has recently uncovered the earliest known marketing technology – a cave painting that promotes a local barbecue restaurant. Key selling points included freshness of the meat and how excited the kids would be. You can download it here.

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

Customer Experience Matrix

User-tuned content" appeals to me in part because my own MarTech presentation was on machine intelligence, and one strand of development I foresee is combining systems that recognize individual customers during marketing interactions, systems that identify individual users’ personas (e.g. 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 unusual in attracting people from both B2B with B2C companies, two groups that rarely mix.

Marketing attribution systems: a quick look at the options

Customer Experience Matrix

I've presented the vendors listed in the two review sites below, grouping them based on which site included them and whether I qualified them as relevant to a quest for an attribution vendor. I’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). Last week caught up with Jeff Winsper of Black Ink , which I'll hopefully review before too long. My rational brain knows that there’s probably no reason for this flurry of sightings beyond pure coincidence. Or not.

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Fliptop: A Customer Data Platform for Predictive Lead Scoring, Pure and Simple

Customer Experience Matrix

Reports also show which categories of data are contributing the most to the scoring models: this is more information than some systems provide and is presented quite understandably. At present, Fliptop only sends scores to other systems. It’s been a while since I wrote about Customer Data Platforms , but only because I’ve been distracted by other topics.

What Makes a Good Marketing Platform? Rules for Platformality

Customer Experience Matrix

Last month he goaded me into coming up with a framework for relating marketing technology to business strategy , which I''ll present at the MarTech conference in August. That Scott Brinker is such a devil. Scott naturally shot back with some concrete suggestions, which has in turn led me to publish some additional thoughts and to begin considering a more detailed exploration of the topic.

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

Customer Experience Matrix

As previously mentioned, Bislr presents itself as a “marketing operating system” that hosts user-selected apps in the same way as a smartphone or tablet. I think the answer is: probably not. This means the platform strategy provides less value than many vendors and investors assume, although it may be needed for competitive parity. So let’s talk a little more about them. But I digress.

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Radius Provides High Quality Data on Small Businesses

Customer Experience Matrix

Fast-forward twelve months and the company has again adjusted its offering, now presenting itself as a “marketing intelligence platform” that helps business marketers find prospects who are similar to their current buyers. This latest vision was appealing enough to attract $54.7 million in funding in September , bringing the announced total to over $80 million. net new prospects”).

Marketing Automation's Unhappy Users: Trouble in Paradise?

Customer Experience Matrix

Key findings will be presented in a Webinar next Thursday, sponsored by TreeHouse Interactive ; you can register here. As I mentioned in last week''s post , I’m writing a paper on stages of marketing automation deployment. The paper itself will be available to Webinar attendees. So let’s look at some more data that illustrates the trouble in marketing automation paradise.

StrongView Moves Beyond Email to Real-Time, Contextual Marketing

Customer Experience Matrix

Rotating banners on the company Web site position StrongView as a “product platform” and “marketing cloud” as well as mentioning “cross-channel lifecycle marketing”, “present tense marketing”, “true one-to-one communication” and “the first customer insight solution supporting unlimited cross-channel interaction data”. Today''s email vendors face an interesting business challenge.

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CRM Evolution Conference: Mobile Really Does Change Everything About Marketing

Customer Experience Matrix

It's that when you strip away everything except what meets the customer’s present need, you lose the opportunity to communicate other messages that might serve your long term purposes. Our job as marketers is to meet the customer’s needs in whatever sequence she presents them, not to push her down a predetermined path. 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. But the argument I heard this week was stronger than that.

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