Customer Experience Matrix

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Rating the Crowd-Sourced Marketing Software Review Sites

Customer Experience Matrix

Differences in the numbers of products in the main marketing categories also didn't seem meaningful – although they do illustrate how many products there are, in case anyone needs reminding. What did look interesting was the number of ratings and/or reviews for specific products. Some sites verify that the reviewer actually uses the product.

Landscape of Machine Intelligence Systems for Marketing

Customer Experience Matrix

found 23 categories with 140 systems, and know there are dozens of other products I could have included. Perhaps more surprising, there is also a rapidly growing number of products to create contents such as copy, email dialogs, and even Web pages. I’ll be speaking next month at the MarTech conference on How Machine Intelligence Will Really Change Marketing. Not so.

Mariana Uses Artificial Intelligence to Build Personas and Find Target Audiences

Customer Experience Matrix

It currently offers two products: Prospect IQ to find new prospects and Conversion IQ to market to names already in the client's database. Both products start by uploading a training set of target accounts or closed and won opportunities and contacts from CRM. The company was started in 2013 and officially released its product on March 1 of this year. Pretty cool, I must say.

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

Customer Experience Matrix

Still, the ultimate question is which approach will give better results, and I suspect machine intelligence – by making marketers more productive and thus freeing them to do more new things – will eventually win out. Riesterer’s own talk followed exactly that template, a bit of consistency I always admire. quick bit of Googling led to an article that quoted economist W.

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

suitecx Offers Industrial-Strength Customer Journey Maps and More

Customer Experience Matrix

But it also means the system is hugely flexible and will make serious users vastly more productive. suitecx also offers single-function “primer” products for a much more affordable $699 each (and a seven day free trial). Customer journey mapping is now the buzziest of buzz words. Sophisticated journey mapping has been around for more than a decade*.

Walker Sands / Chief Martech Study: Martech Maturity Has Skyrocketed

Customer Experience Matrix

Multi-product architectures are most common. They were probably referring to all-in-one products like HubSpot and Infusionsoft. Tech marketing agency Walker Sands and industry guru Scott Brinker of Chief Martech yesterday published a fascinating survey on the State of Marketing Technology 2017, which you can download here. Martech maturity has skyrocketed in the past year.

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. The first of these, MPI Max$ell, was introduced in 1984; other major products included OKRA Marketing (1986), Customer Insight (1987), and Harte-Hanks P/CIS (1988). The significance of the flow chart is what it replaced.

News from Krux, Demandbase, Radius: Customer Data Takes Center Stage

Customer Experience Matrix

DemandGraph isn’t exactly a product but rather a resource that Demandbase will use to power other products. If Dreamforce seems a little less crowded than you expected this week, perhaps it's because I didn’t attend. But I’m still tracking the news from Salesforce and other vendors from my cave in Philadelphia. If I’m sounding vague here it’s because, frankly, so was Demandbase.

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

ActionIQ Merges Customer Data Without Reformatting

Customer Experience Matrix

Like most CDPs, ActionIQ leaves actual message delivery to other products. ActionIQ was founded in 2014 and has been in production with its pilot client for over one year. The company formally launched its product last month. One of the fascinating things about the Customer Data Platform Institute is how developers from different backgrounds have converged on similar solutions. In their previous lives, both saw marketers struggling to assemble and activate useful customer data. Not surprisingly, they took a database-centric approach to solving the problem.

Pega Customer Decision Hub Offers High-End Customer Journey Orchestration

Customer Experience Matrix

My previous posts about Journey Orchestration Engines (JOEs) have all pointed to new products. The Customer Decision Hub from Pega (formerly PegaSystems) is certainly mature: the product can trace its roots back well over a decade, to a pioneering company called KiQ Limited, which was purchased in 2004 by Chordiant, which Pega purchased in 2010. Indeed, some features the product had a decade ago are still cutting edge today – my favorite is simulation of proposed decision rules to assess their impact before deployment. But some older systems qualify as well.

Customer Data Platforms Revisited: The Future of Marketing Data

Customer Experience Matrix

You may recall that I listed several sets of products as CDPs: B2B predictive lead scoring and customer success management; campaign management with an integrated customer database; and data management platforms to support online advertising. This means it’s hard to support all types of decisions within a single product. But things aren’t quite so simple. In fact, most do not.

Marketing Technology of the Future: Beyond the Customer Data Platform

Customer Experience Matrix

But they’ll still need people to come up with non-incremental products, non-obvious insights, and deals with other organizations. 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.

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

Customer Experience Matrix

This meant I had to cover many different topics in my research, drilling into different sets of details for different kinds of products. I won’t whine-brag about the amount of work involved but rest assured it was substantial.* Important data types include - companies (accounts), - contacts (people), - events (mergers, acquisitions, management changes, new products, etc.), - intent (based on content consumption) - technologies used (at the account) Select Targets Target Scoring Vendors in this category use statistical techniques to select target accounts. Awesome!

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

SalesPredict Offers Highly Automated, Highly Flexible Predictive Modeling

Customer Experience Matrix

Back in, say, 2008, a product like this would be big news. CRM users see a ranked list of customer records with a system-assigned persona derived using advanced natural language processing, suggested actions such as which products to offer, and the key data values that influenced the ranking. Today, I simply add them to my list and try to understand what makes them different.

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

Customer Experience Matrix

Number of Sub-Functions Number of Vendors 1 11 2 14 3 8 4 4 5 3 6 0 This is even truer when you recognize that the sub-functions themselves are very broad categories, so vendors who qualify for the same sub-function may be delivering significantly different products. That product won’t necessarily be limited to ABM applications, though, so you’ll have options beyond the vendors listed in the ABM Guide. Some of the messaging and delivery products do this within specific channels, which still leaves you to manually coordinate messages across channels. There sure is!

Datorama Applies Machine Intelligence to Speed Marketing Analytics

Customer Experience Matrix

This lets them manage a process that would otherwise require many different products and lots of technical support. The results can be displayed in Datorama’s own interface, read by business intelligence products like Tableau , or exported to other systems like marketing automation. The vendor says a typical proof of concept usually takes about one month, and it takes another one to two months more to convert the proof of concept into a production deployment. Naturally, there are cases where the answer isn’t clear. Datorama is one of them.

Reltio Makes Enterprise Data Usable, and Then Uses It

Customer Experience Matrix

Reltio works with a simple data model – or graph schema if you prefer – that captures relationships among basic objects including people, organizations, products, and places. 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. The company was founded in 2011 and released its product several years later. I’ve spent a lot of time recently talking to Customer Data Platform vendors, or companies that looked like they might be.

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3 Insights to Help Build Your Unified Customer Database

Customer Experience Matrix

Those who think it’s unimportant ask for product information, vendor lists, and pricing. The Customer Data Platform Institute (which is run by Raab Associates) on Monday published results of a survey we conducted in cooperation with MarTech Advisor. You can download the full survey report here (registration required) and I’ve already written some analysis on the Institute blog. Tools matter.

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

Customer Experience Matrix

It’s data that tells you an addressable individual is interested in your product. So most third-party intent data is based on visits to Web pages whose content attracts prospective buyers of specific products. But I’m including it here because so many retargeting vendors describe their products in terms of intent. But intent data is a complicated topic. What is intent data?

Intent 101

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.* For example, it could be tough to find out which products two customers bought in common. This makes things really quick.

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

Mintigo’s technology scans the Internet for things like job listings and Javascript tags and infers from those which products are used at every company it finds. This has practical implications for how marketing automation vendors should position themselves, invest in product development, and supplement their products with services. Here’s how I see things.

VEST Report: Competition in B2B Marketing Automation Isn't About Features

Customer Experience Matrix

products are pretty stable, too. The only major changes captured in the new report are the custom table abilities added by Marketo and Ontraport. - the real action is outside the products. 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. marketing automation martech VEST report

Why Designing Your Marketing Technology Stack is a Waste of Time

Customer Experience Matrix

The final success of firms depended on the quality of their products, distribution, and, yes, marketing, not in whether they used electric motors. My post last week about machine intelligence sparked a Twitter comment from @Jetlore, “The term 'machine learning' is like the term 'mobile' 7-10 years ago. The most obvious of those is electricity. By 1929 they provided nearly 80%.

Tealium Grows from Tag Manager to Customer Data Platform

Customer Experience Matrix

In fact, Tealium explicitly calls its product a CDP, using the tagline “build your own marketing cloud” to stress that it can connect systems from any vendor, not just components within a single vendor’s suite. It took me an embarrassingly long time to recognize why Tealium ’s AudienceStream is just a bit odd. To some degree, the difference is just a matter of presentation.

Usermind Makes Journey Orchestration Simple

Customer Experience Matrix

There can be separate maps for individuals, companies, products, customers, partners, or whatever other entities the user wants to work with. So Usermind fills an important gap – which is why the company has attracted $22 million in venture funding since it was founded in 2013, and why its investors waited until this year for it to launch the actual product.

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Strikedeck Adds Automation to Customer Success Management

Customer Experience Matrix

It also stores this data in what it called a “polyglot” data model of several technologies (Solr, Redis, Mongo, and Cassandra, fronted by Kafka data collection) that allows vastly more flexibility than a conventional marketing automation product. 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. This allows for standard treatments to be fully automated.

Mautic Offers Free, Open Source Marketing Automation

Customer Experience Matrix

This made commercial products more financially attractive to potential developers and probably scared off others who couldn’t compete for attention on an open-source shoestring. Or perhaps people felt that the real barriers to adoption were lack of time and skills, so even a free product would not unlock a large new segment of customers. What about the product itself?

Lytics Adds Marketing Recommendations to a Customer Data Platform

Customer Experience Matrix

It’s just over one year since I first spoke with Lytics *, which at that time was (accurately) calling itself a Customer Data Platform but had not yet released a beta version of its product. All told, the company has prebuilt connectors with more than 80 software-as-a-service products. The company has been busy since then, raising $7 million to supplement its initial $2.2

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

Customer Experience Matrix

The company made two major product announcements, expanding the reach of Marketo campaigns into mobile apps and display ad retargeting. At the risk of some unfair (and unjustifiably condescending) stereotyping, I’ll propose that part of their concern comes from a sort of Spock-like rationality that says only a few different products are really needed in any given segment. Some products sell mostly to smaller companies, some to companies with many different products, some to customers who want new prospect names, some who want to incorporate external behaviors, and so on.

Future Marketing: Will Machines Take Over Half the Consumer Economy?

Customer Experience Matrix

You might question some of my choices, but let me point out that even the clothing industry – where people theoretically want to make individual choices – is already seeing subscription business models where companies send products they think the consumer might like and the consumer can then keep what she wants. The key word in that sentence is “trust”. told you this was crude.

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

Customer Experience Matrix

Everstring announced a $65 million funding round and new ad targeting product on Tuesday. (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. It confirms that Everstring has become a leader in the field despite its relatively late entry.

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Predictive Analytics: Should Automated Content Selection Work by Segment or Individual?

Customer Experience Matrix

Among segment-based systems, collaborative filtering uses product selections almost exclusively: this is the classic “customers who looked at this product also considered these products” approach, which doesn’t take into account other aspects of the customer’s history. Two vendors made the same point with me this week, which is reason enough for a blog post in mid-July.

Marketing Automation User Satisfaction: Clearly, There's Room for Improvement (and maybe a little vodka)

Customer Experience Matrix

For every product review we ask "How likely is it that you would recommend this product to a friend or colleague?" on a 0-10 scale. We segment reviewers that rate a product 9-10 as Promoters, 7-8 as Passives, and 0-6 as Detractors. But I do have some data to share on the question of relative dissatisfaction. above the diagonal line in the chart below). But I doubt it.

True Influence InsightBASE Simplifies Use of B2B Intent Data

Customer Experience Matrix

But while the promise of intent data is irresistible – “reach prospects with demonstrated interest in your product!” – the reality is less appealing. B22B lead generation vendor True Influence today announced a new product to help fill these gaps. So, what distinguishes InsightBASE from other intent-based products? Intent data is one of hottest topics in marketing today – see, for example, Oracle’s recent purchase of AddThis. Even setting aside issues of accuracy and coverage , there are problems with both advertising and email, the two primary applications for intent data.

Marketo Adds Custom Objects. It's a Big Deal. Trust Me.

Customer Experience Matrix

This was a common limitation among early B2B marketing automation products but many have removed it over the years. Sure enough, when I finally connected with Marketo SVP Products and Engineering Steve Sloan, he revealed that the mobile data is being managed through a new custom objects capability – one that Marketo didn’t announce prominently because they felt Marketing Nation attendees wouldn’t be interested. My first question when Marketo announced its new mobile app connector this week wasn’t, “What cool new things can marketers do?” Well, maybe a little.)

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

Customer Experience Matrix

ZenIQ was founded in 2015 and released its product in early 2016. 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. 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. Now things start get interesting.

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

Customer Experience Matrix

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 means that solution statements sound pretty much alike, even when the actual products are different. It’s left up to the poor buyer to figure out what each product does and whether that is something she truly needs. In any event, there are several differentiators that determine whether a product like Sailthru is suitable for a particular situation. customer profiles.

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