Customer Experience Matrix

MARCH 18, 2018

What resources do you have available? Getting something done quickly means you want a project that uses existing resources to the greatest degree possible. But even an easy project is competing with other demands on company resources in general and on staff and managers’ time in particular. What use case will provide value?

Ideal Customer Profiles 136

Ideal Customer Profiles Barriers Analysis Trigger Marketing 136

Customer Experience Matrix

MAY 2, 2021

Processing/Same: both built and purchased systems depend on effective requirement definition, another critical task that can consume substantial project resources. At the margin, this shifts the balance towards built systems, at least for companies with the resources to use the tools effectively.

Work Management 292

Work Management Marketing Management Buy Ad Building 292

Customer Experience Matrix

AUGUST 16, 2015

The approach is built around three factors: the marketing methods available; the marketer's goals; and the marketer’s "situation", an umbrella term that includes resources, technology, and industry. and TrustRadius. Finally, we have the situation. Technology includes available execution tools and measurement tools.

Paper 120

Paper Social Media Social Marketing High Quality Lead 120

Customer Experience Matrix

MARCH 13, 2014

But as of earlier this year, everything is now marketed as part of a Teradata Integrated Marketing Cloud including Marketing Operations (largely Aprimo’s marketing resource management technology), Campaign Management (the Teradata campaign engine with a sprinkling of Aprimo features and new user interface), and Digital Messaging (based on eCircle).

Enterprise Management 120

Enterprise Management Marketing Automation Services Resource Management Marketing Management 120

Customer Experience Matrix

APRIL 30, 2019

That’s still a long shot, if only because the incumbent firms have huge revenues that give them the resources to fight back. The result could be a tipping point when network effects kick in and privacy-centric systems suddenly pull a mass audience away from the current, data-fueled incumbents.

Privacy Protection 219

Privacy Protection Privacy Eye-Tracking Mobile Advertising 219

Customer Experience Matrix

DECEMBER 11, 2019

And the deal gives AgilOne much deeper resources to fund growth than it had as an independent company. AgilOne will also gain by integrating with some of Mautic’s features, notably email and SMS delivery and complex customer journey management. What, if anything, does the deal tell us about the larger CDP industry?

Digital Experience Platform 156

Digital Experience Platform Marketing Automation Services Buy Marketing Management 156

Customer Experience Matrix

MARCH 29, 2017

More likely, all departments will need to coordinate their existing systems with a shared, enterprise-level resource. In some ways, this isn't a huge change because marketers have always co-existed with enterprise-core systems such as human resources and accounting.

Enterprise Management 120

Enterprise Management Work Management Spending Marketing Management 120

Customer Experience Matrix

FEBRUARY 24, 2016

This asks users about a dozen questions about their marketing methods, business processes, and organizational resources. But BlueConic was also working on little side project: an online self-assessment tool based on the maturity model.

Tools 0

Tools Paid Search Agency Ideal Customer Profiles Template 0

Customer Experience Matrix

OCTOBER 27, 2019

This is especially true for small and mid-size businesses that might lack the resources to buy and integrate a CDP on their own. For CDP vendors, these deals are a promising exit path from a crowded industry which will only become more competeitive (see below).

Enterprise Management 257

Enterprise Management Work Management Marketing Management Paid Search Agency 257

Customer Experience Matrix

APRIL 19, 2017

By contrast, the airline executives in the survey– who were about 1/3 from operations, 1/3 from marketing, sales, and service, and 1/3 from other areas including IT and finance – placed human resources in the middle and organizational structure, consensus, and lack of vision at the bottom.

Marketing Management 198

Marketing Management Ethics Loyalty Customer Surveys 198

Customer Experience Matrix

FEBRUARY 22, 2011

SAS today announced its acquisition of marketing resource management vendor AssetLink. While I also love that vision, I suspect that only a few large firms will have the resources to implement it. Summary: SAS's purchase of AssetLink ensures it's a viable alternative to IBM/Unica and Teradata/Aprimo for integrated marketing management.

Resource Management 120

Resource Management Enterprise Management Marketing Automation Services Marketing Management 120

Customer Experience Matrix

JULY 25, 2020

Buyers in general, and marketers in particular, lack the time and resources to create complete requirements lists based on their actual needs (although they're perfectly capable of copying huge, generic lists that apply to no one).

Work Management 194

Work Management Marketing Management Sample Vendors 194

Customer Experience Matrix

FEBRUARY 9, 2012

So it only makes sense to sell marketing automation to companies without adequate processes, content, and other resources if those companies understand they’ll need to add those resources later. Vendors who really want to expand the market beyond the resource-rich few should look in this direction.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

FEBRUARY 18, 2018

GDPR and digital transformation don't give IT new resources but they do mean it will be more involved. Marketing departments have been the primary buyers of Customer Data Platforms because corporate IT often lacks the interest and skills needed to meet marketing needs.

Enterprise Management 189

Enterprise Management Work Management Marketing Management Paid Search Agency 189

Customer Experience Matrix

SEPTEMBER 30, 2014

I''ve just gotten around to posting a bunch of new white papers in the Resources section of the Raab Guide Web site. Ordinarily you would need to register to view these, but I spent the whole afternoon putting this together, so I want as many people as possible to see them.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Paper 120

Customer Experience Matrix

OCTOBER 4, 2016

DemandGraph isn’t exactly a product but rather a resource that Demandbase will use to power other products. It lets Demandbase more easily build detailed profiles of people and companies, including history, interests, and relationships.

DemandBase 166

DemandBase Ideal Customer Profiles Marketing Management Cross-Selling 166

Customer Experience Matrix

SEPTEMBER 28, 2011

Neolane – provides multi-channel campaign management, realtime interactions, and marketing resource management. MarketingPilot – started as a marketing resource management system and has steadily expanded. It offers both hosted and on-premise options and uses a proprietary analytic database engine for key functions.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Resource Management Marketing Management 120

Customer Experience Matrix

JANUARY 12, 2019

I suspect that European marketers prefer campaign systems because European marketers have fewer technical resources than their counterparts in the U.S. The domination of the European industry by campaign CDPs is its most distinctive feature.

Vendors 136

Vendors Stats Paid Search Agency Advertising Agencies 136

Customer Experience Matrix

OCTOBER 22, 2013

Or is something else going on: maybe satisfaction is lowest in the most mature categories, like human resources, enterprise resource management, and accounting, because experienced users are the most demanding?

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Automation Lead Scoring 120

Customer Experience Matrix

APRIL 26, 2016

Or, Marlin may plan to split up its acquisitions and sell individual components such as marketing resource management and data management platform separately. In a move that borders on surreal, Teradata's Marketing Application division itself today announced the latest release of its integrated marketing cloud.

Resource Management 120

Resource Management Marketing Management Planning Business 120

Customer Experience Matrix

MAY 15, 2011

Cons: • Many companies don’t have the resources to handle very large volumes of data. These resources understand the role that standardized data plays in data analysis (like a good coat of primer on a wall) but also know that the real value is in what is different. Cons: • These resources can be hard to find.

Data Hygiene 120

Data Hygiene Stats Conference Work Management 120

Customer Experience Matrix

OCTOBER 17, 2012

Fulfilling this somewhat limited vision will take a lot of resources. but they do have the resources. Like users throughout marketing, users in both sales and marketing would benefit from sharing them. So, at least for now, that is the degree of marketing automation / CRM consolidation I expect.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

JULY 3, 2018

Although technology was always central to Acxiom's business, it was ultimately a services organization whose chief resource was a large team of experts in databases and direct marketing. It was also a favorite target of privacy advocates in those quaint days before online data gave them something much scarier to worry about.

Work Management 120

Work Management Marketing Management Paid Search Agency Advertising Agencies 120

Customer Experience Matrix

APRIL 13, 2011

And remember, the complete set is available for free in our Vendor Selection Workbook in the Resource Library at the Raab Guide Web site. Bring in outside resources, such as agencies and consultants, when you lack the internal expertise or time to do the work in-house. Talk To References This is an often-overlooked source of insight.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

JANUARY 7, 2012

Both groups rated having an analytical culture as the fourth-most important value driver, while listing outside help, change management, and organizational resources as the least important. The message is clear: success depends on a marketing department’s own skill level, not on outside resources.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Work Management 120

Customer Experience Matrix

APRIL 15, 2014

I do this analysis for my clients so we can be sure to find marketing systems that are consistent with their business approach and resources. These are modified by other parameters such as in-house vs. outsource, scope of channels, sophistication level, resources, and scale.

Marketing Strategy 120

Marketing Strategy Marketing & Strategy Planning Business 120

Customer Experience Matrix

NOVEMBER 19, 2011

You’ll find a helpful (and free) vendor selection workbook in the Resources section of the Raab Guide site. I gave advice on improving the selection process in Vendor Selection: Writing a Good Requirements Document and Marketing Automation Selection: Finding a Future-Safe Vendor. Believe it or not, there’s much more to be said on this topic.

Marketing Automation Services 120

Marketing Automation Services Vendors Marketing Automation Automation 120

Customer Experience Matrix

FEBRUARY 25, 2015

Those shifts could be permanent or vary dynamically based on fluctuations in needs, resources, and individual interests. All-in-one systems and customer data platforms both unify marketing and CRM technologies, making it easier to shift boundaries between marketing and sales responsibilities.

Marketing Automation Services 120

Marketing Automation Services Top of Funnel Marketing Funnels Marketing Automation 120

Customer Experience Matrix

APRIL 21, 2016

They will eventually be followed by marketing resource management. The initial CI 360 release includes two modules, Discover (mobile and Web reporting) and Engage (digital interactions including testings). CI 360 works on a very flexible customer data hub, although that’s a separate product owned by SAS’s Master Data Management group.

Work Management 120

Work Management Marketing Management API Resource Management 120

Customer Experience Matrix

JUNE 5, 2013

What I do know is that Salesforce and ExactTarget have a reasonable idea of what''s needed and the resources to build it. Similarly, it has claimed some real-time interaction management, but I don''t know how well it works. How well and how quickly they execute remains to be seen -- but you can say the same for SAP.

Work Management 120

Work Management Marketing Management Marketing Automation Services Salesforce.com 120

Customer Experience Matrix

DECEMBER 22, 2010

Teradata is a logical buyer, having a complementary campaign management system but lacking Aprimo’s marketing resource management, cloud-based technology and strong B2B client base (although Aprimo has stressed to me more than once that 60% of their revenue is from B2C clients). Given the previous Unica deal.

Resource Management 120

Resource Management Marketing Automation Services Enterprise Management Work Management 120

Customer Experience Matrix

OCTOBER 17, 2014

But, like the growing centrality of mobile, it’s something that companies need to address by giving them resources. People like decision management guru James Taylor have long known this and distinguished operational decisions from strategic decisions, so I guess this isn’t really a new thought, either. Winners will; losers won’t.

Analytics 120

Analytics Process Salesforce.com Allocation 120

Customer Experience Matrix

NOVEMBER 9, 2017

The main reason is probably that modern marketing revolves around customer data and customer-facing systems, which are still managed by a corporate resource (not necessarily IT: could be Web development, marketing ops, or an outside vendor).

Enterprise Management 120

Enterprise Management Work Management Marketing Management Budget Programs 120

Customer Experience Matrix

JUNE 4, 2014

I’d love to go through the survey results in more detail because I think they provide important insights about the organization, integration, training, outside resources, project goals, and other issues. So it''s correct that results ultimately depend on users rather than technology, but not in the simplistic way this is often presented.

Marketing Automation Services 120

Marketing Automation Services Customer Surveys Marketing Automation Planning 120

Customer Experience Matrix

APRIL 14, 2012

It is expanding its service offerings, app marketplace, and network of consulting partners – a critical resource for small businesses that often have little in-house marketing talent. The company now has 8,500 customers, 30,000 users, and expected revenue of $40 million in 2012, up 50% over $26 million in 2011.

Lead Scoring 120

Lead Scoring Lead Ranking Analytics Campaigns 120

Customer Experience Matrix

JANUARY 19, 2009

This is in the Resources section of the Raab Guide to Demand Generation Systems site; you have to register and then log in. As promised, I've written a white paper with the 37 Marketing Automation Best Practices listed in last week's post. Registration is free.

Paper 120

Paper Practices Best Practices Demand Generation 120

Customer Experience Matrix

DECEMBER 19, 2011

An army of advocates can be a tremendous resource, but without a way to attract, nurture and direct them, they’re just a random mob. Advocates can also earn badges and progress through levels, which gives them new reasons to stay active. The system can also offer games, contests, and direct messages.

Work Management 120

Work Management Peer-to-peer Marketing Management Planning 120