Customer Experience Matrix

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

Customer Experience Matrix

This led to several hours of research into what’s being written about machine intelligence, which is something I like to do anyway. probability of computerization, and “Market Research Analysts and Marketing Specialists” with a 61% probability. Riesterer’s own talk followed exactly that template, a bit of consistency I always admire. Let’s go back to Riesterer’s three-part template.

Landscape of Machine Intelligence Systems for Marketing

Customer Experience Matrix

Some research I’ll cite at MarTech suggests that marketers split their time roughly equally between strategy and planning, program design and content creation, and data management and analytics. I’ve classified vendors into those categories. I’ll be speaking next month at the MarTech conference on How Machine Intelligence Will Really Change Marketing. These include: Lots of systems. Not so.

#Personalized Mona Lisa #Marketing #Humor #Fail

Customer Experience Matrix

Perhaps the viewer is even inspired to do a little research into why Mona is different. And perhaps you will be too…so I won’t share what my own research uncovered.) a thumbnail of the full picture, targeted at “anonymous”. 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.

Landscape of MarTech Vendor Directories

Customer Experience Matrix

There are some interesting differences in approach but, like any good landscape creator, I'll simply give you a set of logos and let you research from there. 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. Enjoy!

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Content Methodology: A Best Practices Report

Product and research divisions can provide dynamic. Testing and Optimization 33 Content Methodology: A Best Practices Report This report is based on research and a methodology by. case studies, research from Altimeter Group, and external. sources such as company websites, industry publications, and secondary research. Content. Methodology: A Best. All rights reserved.

Why Designing Your Marketing Technology Stack is a Waste of Time

Customer Experience Matrix

Instead I did a bit of my own research into the early twentieth century transition from steam to electric power in factories, eventually finding the key information in a paper From Shafts to Wires: Historical Perspectives on Electrification by Warren D. The most obvious of those is electricity. Devine, Jr., ( The Journal of Economic History , June 1983). By 1929 they provided nearly 80%.

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

Customer Experience Matrix

Research from 1,396 B2B marketers. I’ve been writing a paper on the stages that marketers go through when deploying their marketing automation systems, the basic point being it’s important not to stop with just one feature. That much is indisputable, but the next question seemed to call for some empirical data: which features are used most often? Here’s where things got interesting.

Future-Proof Your Marketing Technology Stack: Whitepaper and Webinar

Customer Experience Matrix

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

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True Influence InsightBASE Simplifies Use of B2B Intent Data

Customer Experience Matrix

That's possible but I haven’t done the research to confirm it. Intent data is one of hottest topics in marketing today – see, for example, Oracle’s recent purchase of AddThis. But while the promise of intent data is irresistible – “reach prospects with demonstrated interest in your product!” – the reality is less appealing. Even setting aside issues of accuracy and coverage , there are problems with both advertising and email, the two primary applications for intent data. Intent-based email lists are obviously contactable but volumes are often quite low.

Evangelizing a Content Marketing Program

numbers, as Altimeter explains in their excellent “Cul- ture of Content” research report: “Companies that evangelize, reinforce, and institution- alize the importance of content throughout and beyond. Those numbers aligns with our own research from. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. All rights reserved. Introduction 4 II. The hotel giant.

Brightfunnel Gives B2B Marketers Self-Service Revenue Attribution

Customer Experience Matrix

So marketers must either accept that they’ll miss some connections, do laborious manual research to make the right matches, or rely on specialized software to do the work. Marketing without revenue attribution is like playing golf without keeping score: it might be fun but you can’t tell whether you’re doing a good job. But this doesn’t always happen for many reasons.

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

Customer Experience Matrix

The first insights come from G2 Crowd , a research firm that ranks software based on user ratings and social data. second set of insights comes from Ascend2 and Research Partners , which asked its panel which inbound marketing tactics they considered most effective and most difficult to execute. But I do have some data to share on the question of relative dissatisfaction.

Will New Marketing Automation Tools Let Sales Climb Back Up The Funnel?

Customer Experience Matrix

Sales could then push marketing back to its traditional narrow role of generating promotional materials and doing research. Trends are signposts of the future: they point to where we’re headed. If the pendulum is really swinging the other way, then sales people will be taking a more active role earlier in the buying process. That''s pendulum swinging with a vengeance. Only time will tell.

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

Customer Experience Matrix

reports of new research contracts in the client's industry) custom research to supplement public information (in particular, some vendors do custom research to identify the IP addresses used by target accounts) custom taxonomies for intent analysis (because standard taxonomies may not be precise enough for specialized client needs) maturity of data management processes (how long they’ve been evolving, size of team, etc.) The idea was that functions define major categories of systems, while the sub-functions differentiate systems within each category.

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

Customer Experience Matrix

But the closest I could find were a couple of products that build profiles of groups the marketer defines in advance, such as brandAnalyzer by brandAnalyzer from Global Science Research and Empirical Insights from SG360. Anyone who has chatted with me in recent months knows that I’ve added the impending domination of humans by intelligent machines to my usual list of obsessions.

Content Marketing Playbook: Strategy and Roadmap

STEP TWO: As you spend time researching each publisher’s ap- proach to content, make a list of: • Audience types those publishers are targeting. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I.

CRM Evolution Conference: Mobile Really Does Change Everything About Marketing

Customer Experience Matrix

Beyond building our own relationship, this will consume their limited time so they can't use it to research competitors. 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. This vision has (at least) two implications.

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

Customer Experience Matrix

Better still, these campaigns reach prospects when they are just starting their online research. I’ve seen more interesting systems recently than I have time to review in depth. Here are some quick sketches of products you may want to explore in more detail. 4-Tell offers low-cost, easily-installed product recommendations for online retailers. It now has signed more than 30 paying clients.

Seven Marketing Automation Myths to Ignore - Illustrated Edition

Customer Experience Matrix

In fact, our research shows that unsatisfied marketers often have purchased a system that didn’t meet their needs. Other research shows that users generally overcome obstacles they can control, like organization, training, and staffing levels. But our research found that marketers who used more features from the start were happier. But there’s a problem. Get it?

Hushly Helps Marketers Connect With Anonymous Web Site Visitors

Customer Experience Matrix

The system lets members send a list of questions to multiple vendors and tabulates the results, allowing more detailed anonymous research. When this blog last left Geoff Rego in 2010 , he had just sold the assets of pioneering B2B marketing automation vendor Market2Lead to Oracle. Since then, he’s been gnawing at the bone of anonymous business leads, suspecting that there’s some way to gain value from people who are interested in a product but haven’t identified themselves to vendors. Rego has shown me a couple of approaches over the past few years, none of which quite worked out.

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Staffing and Launching Your Content Marketing Program

CREATE EN G A G E. O P T IM I Z E ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY18 QUICK HITTER 250–500 words to introduce breaking news, research, or. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. All rights reserved. Introduction 3 II. 200,000 readers. night.

MarTech Conference: Some Random Impressions and Interesting New Vendors

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brandAnalyzer by Global Science Research : uses a large, projectable consumer survey and social media traffic to build detailed psychological profiles of brand customers. I spent last Tuesday and Wednesday at the MarTech Conference in San Francisco, where close to 1,000 marketing technologists heard sage advice, shared experiences, and otherwise frolicked with their peers. It might just be me, but this MarTech felt a bit less intense – less tribal -- than the first, held last August in Boston. Or maybe the second MarTech experience is inherently less ground-breaking than the first.

6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

and key activities (Web site visits, topics researched) and scores at both company and individual levels. I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web. Since then, I’ve had a more detailed briefing, which clarified that their scope extends well beyond prospect lists to predictive models applied across all stages of the purchase cycle. We also clarified that users can extract company-level profiles including attributes (industry, revenue, etc.) Standard integrations are available for Salesforce.com , Oracle Eloqua and Marketo.

MarTech Conference: Chief Marketing Technology Officers Come Out and Play

Customer Experience Matrix

I got home late last night from the inaugural two-day MarTech conference in Boston, which was simply terrific. While the formal topic of the conference was “marketing technology”, its real theme was “marketing technology leadership”, and in particular emergence of the “chief marketing technology officer” as a critical role. Many attendees held that job, either in title or de facto responsibilities.

Are Millennial Marketers More Analytical?

Customer Experience Matrix

But neither of us had seen any research on the topic, so we couldn’t judge whether it was likely to be true. There’s plenty of research on millennials’ (currently 19-34 years old) in general and a fair amount on their behavior in the workplace. After all, surveys often show that marketers and CEOs alike rate better measurement as a high priority.

B2B Marketing Trends for 2016

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

B2B Marketing Automation Vendor Strategies: What's Worked and What's Next

Customer Experience Matrix

The research identified 28 different strategies which fell into six major groups. I recently did a study of the strategies of B2B marketing automation vendors. Some approaches definitely had better track records than others, but it’s important to recognize that the market has changed over time, so past performance doesn’t necessarily indicate future success.

HubSpot Jumps into the CRM Marketplace

Customer Experience Matrix

The goal of all these features is to find useful relationships and information while minimizing manual research and data entry by sales reps. Hell probably didn’t freeze over today but there might have been a light frost: after years of rejecting the option, HubSpot today announced it will offer a CRM system. The news was the climax of the founders’ keynote at the company’s annual Inbound Conference, which has yet again doubled to reach 10,000 attendees. Audience response was predictably enthusiastic, since CRM features have been much desired by HubSpot users and resellers for years.

What Really Creates Marketing Automation Success: Data from Gleanster

Customer Experience Matrix

Research firm Gleanster released its free “Gleansight” report on marketing automation late last month. I was principal author for much of the document and drafted the survey questions, although I didn’t write the individual vendor profiles or administer the survey. (I’ll also share in the revenues, which come when vendors pay for the names of people who download the report.)

What Brain Research Teaches about Selecting Marketing Automation Software

Customer Experience Matrix

But I did recently stumble across Jonah Lehrer’s How We Decide , one of several recent books that explain the latest scientific research into human decision-making. Indeed, it’s frightening to recognize how much this research can help people manipulate others to act against their interests. In any event, my own dopamine receptors were most excited by research related to formal decision making, such as picking a new car, new house, or strawberry jam. I’m spending more time on airplanes these days, which means more time browsing airport bookshops.

B2B Marketing Trends for 2016

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

Beyond Marketing Automation: Building a Complete Marketing Infrastructure

Customer Experience Matrix

This started as a post about Empathy Logic , a company that merges data from marketing automation, CRM, Web tracking, order processing, social monitoring, and other systems; lets marketers segment and select from this more complete set of data; and sends the resulting lists back to message delivery systems such as email and Web sites. So, yes, there’s a need for a company like Empathy Logic.

idio Does Sophisticated Content Recommendation

Customer Experience Matrix

In most cases, I could judge whether a system fit before doing a lot of detailed research. For example, someone buying a home might start by researching schools, then switch to real estate listings, then to mortgages, then moving companies, and so on. Systems in our new Guide to Customer Data Platforms range from B2B data enhancement to campaign managers to audience platforms.

InfusionSoft ICON: Contined Focus on Helping Small Business

Customer Experience Matrix

It is also reacting to research showing that its customers wanted “better not more” solutions, a mantra that translates into prioritizing effective use over new capabilities. Seth Godin gives speaks at so many conferences that I’m beginning to suspect there are several Seth Godin impersonators sharing the load. Be that as it may, Godin or someone looking like him gave a keynote at the InfusionSoft ICON conference this week, and he observed you only see videos of bicycle crashes on YouTube, not videos of people riding along smoothly. This goes beyond making the system easy to use.

The Marketing Funnel Is Dead. Let's Have Dessert.

Customer Experience Matrix

Indeed, there has been a fair amount of research questioning the validity of AIDA and similar “hierarchy of effects” models. Last week’s post on lead scoring attracted more positive attention than I expected. This was doubly surprising because first, I didn’t think lead scoring was such a hot topic and second, I don’t really agree with the approaches I described. To clarify that second point, I’m not saying what I wrote was wrong or insincere. Rather, I consider it an accurate description of an approach I find problematic. My problem is the concept of lead stages themselves.

B2B Marketing Trends for 2016

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

Which B2B Marketing Automation Systems Have Hard-to-Find Features? The Answers May Surprise You

Customer Experience Matrix

It lists the 33 least common items of the 190 we captured in our research. Summary: A close look at which vendors have the least common features finds some are widely distributed, while others are concentrated among products for big companies. As always, you need to look at the details to see which products have what you need. You must look at the details to find the best match.

Optify Lets Agencies Provide Small Business with Marketing Automation, Distributed Marketing, and Sales Enablement

Customer Experience Matrix

This includes detailed research into keyword rankings for the client and competitors, analysis of Web pages for features that improve search ranks, an inbound link manager, and a Twitter client to publish posts and embed trackable URLs that measure campaign results. By contrast, the fourth trend seems to be driven by recognition that small business presents a huge opportunity.

Marketers Do a Bad Job Selecting Marketing Automation Systems

Customer Experience Matrix

42% of buyers rely on online research. I presented my Seven Deadly Sins of Marketing Automation Software Selection during last week’s Webinar with Neolane. (To replay the Webinar, click here.) If you’re wondering how many companies actually commit those sins, the sad answer is: a lot. Here are some statistics. About half of buyers consider only one system , I’m told by various vendors.

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Four Must-Have Metrics for Marketing Measurement

Customer Experience Matrix

Summary: Four critical metrics tell you most of what you need to show the value of your marketing efforts and to optimize your results. And, here's a funny picture. There’s still time to sign up for my October 7 Webinar on stage-based marketing measurement (sponsored by Marketo and hosted by the American Marketing Association ). Marketing ROI. Inputs: marketing costs and marketing-related revenue.