Customer Experience Matrix

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

Customer Experience Matrix

Looking at other business functions relevant to marketing, the study sees most types of creative jobs as relatively safe and most types of sales jobs at risk. Since there are many more people in the lower-level jobs than in management, it's safe to conclude that anything from half to two-thirds of marketing, content creation, sales, and technology jobs are at risk.

Predictive Marketing Vendors Look Beyond Lead Scores

Customer Experience Matrix

It then finds prospect segments with above-average sales results, segments that are receiving too much or too little attention from the sales team, and segments with significant changes in other key performance indicators. But is it possible that predictive is already approaching commodity status? They are, after all, experts at seeing the future. Mintigo ’s news came today.

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

Customer Experience Matrix

This means getting marketers excited about doing something (that’s where the “business porn” comes in) or scared about the consequences of not doing it (see the CEB Challenger Sales model , for example). 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.

suitecx Offers Industrial-Strength Customer Journey Maps and More

Customer Experience Matrix

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. Customer journey mapping is now the buzziest of buzz words. 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.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical. normal point of sales/marketing contact. CEO, CFO, and VP of Sales/Marketing.

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

Customer Experience Matrix

But the signposts are unreliable because trends are often interrupted – the classic example being the “ Great Horse Manure Crisis of 1894 ”, when experts predicted that major cities would soon be buried beneath horse droppings. I’m beginning to suspect the much-cited trend of marketing playing a larger role deeper into the sales funnel has reached a similar peak. Only time will tell.

SalesPredict Offers Highly Automated, Highly Flexible Predictive Modeling

Customer Experience Matrix

meant both that predictive models guide decisions at every stage in many marketing programs, and that models are used throughout the organization by marketing, sales, and service. Because it knows what to expect, the system can easily load customer data and sales results from those systems. Back in, say, 2008, a product like this would be big news. Is SalesPredict right for you?

Are 70% of Marketing Automation Users Unhappy? Well, Not Exactly

Customer Experience Matrix

The point of the original TechCrunch article was the growth of open, predictive-based platforms that unify sales and marketing, a direction I agree the industry will take. A recent piece in TechCrunch quoted me as saying that “almost 70 percent of marketers are either unhappy or only marginally happy with their marketing automation software.” You can buy it here if you’re interested.

Engagio Goes Beyond Account Based Marketing to Unify Marketing, Sales, and Service

Customer Experience Matrix

But Engagio's latest product, Engagio PlayMaker, actually does occupy a space in between marketing, sales development, field sales and customer success by connecting them without replacing existing marketing automation, CRM, or customer success systems. Some messages can be automated but most are assigned to human sales or service agents. But coordination across marketing, sales, and support departments is actually a pretty big deal. account based marketing engagio marketing-sales alignmentThe new boss is Account Based Everything. But I digress.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical. normal point of sales/marketing contact. CEO, CFO, and VP of Sales/Marketing.

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

Customer Experience Matrix

It’s tempting just treat intent-based lists as sales leads. Similarly, retargeting ads can be used to make hard sales offers or to more gently present brand messages and name-capturing content. 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.)

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Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

The real issues are budgetary (budgets and content), organizational (skills, data quality, sales feedback, sales integration, and performance standards), and technical (data collection and compatibility). The Interwebs have delivered an unusually rich trove of data about the marketing automation industry in the past few weeks. Here’s how I see things. The Mintigo results confirm this.

Strikedeck Adds Automation to Customer Success Management

Customer Experience Matrix

This made them a fifth subtype of Customer Data Platforms (CDPs), along with systems based on marketing, lead scoring, sales advisory, and tag management. 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. In practice, this classification is more potential than real because few if any customer success systems actually expose their data to other systems in true CDP fashion.

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. This Guide also distinguishes between “enhancement” of account and contact records already in a client’s systems and sale of “net new” records that a client does not already possess. The models most often predict whether an account will make a purchase, but they could also predict other events such as renewing a contract or becoming an opportunity in the sales pipeline. Awesome!

MDC DOT Provides Marketing Automation for Direct Salespeople

Customer Experience Matrix

I briefly mentioned MDC Dot in an earlier blog post about giving sales people access to marketing automation capabilities. What MDC Dot really does is serve organizations that wrangle a herd of independent sales people, like financial advisors or direct sales representatives. The system also can do basic lead scoring and assign prospects to sales funnel stages.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical. normal point of sales/marketing contact. CEO, CFO, and VP of Sales/Marketing.

Mautic Offers Free, Open Source Marketing Automation

Customer Experience Matrix

David Hurley, the open source industry veteran behind Mautic, argues that marketing automation has just now become widely enough understood for many marketers to purchase it without a lengthy sales cycle. 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.

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

Customer Experience Matrix

From a more mundane perspective, limiting its focus to B2B prospect management lets Everstring concentrate its own marketing and sales efforts on a specific set of buyers, even as it slowly expands the range of problems it can help those buyers to solve. 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

Two vendors made the same point with me this week, which is reason enough for a blog post in mid-July. The point was the difference between basing content selection on individuals and on segments. have never considered the distinction to be especially important, since segment membership is determined by individual behaviors and individual-level decisions are guided by behavior patterns of groups.

Brightfunnel Gives B2B Marketers Self-Service Revenue Attribution

Customer Experience Matrix

The simplest is just connecting marketing leads to closed sales, which is an issue because the data in sales systems is often incomplete. There wouldn’t be a problem if sales people religiously associated every lead with the right account. The system can use this to forecast the value and timing of future sales from deals currently in the pipeline.

True Influence InsightBASE Simplifies Use of B2B Intent Data

Customer Experience Matrix

The notifications can be loaded as lists into a marketing automation or CRM system, where they can trigger advertising, sales calls, or other actions. Once the lists are loaded into those systems, they can be used for email, advertising, sales calls, or other purposes. 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. The mechanics of InsightBASE are straightforward.

New Marketing Automation Options for Small Business in the VEST Report

Customer Experience Matrix

The system also extends beyond sales and marketing functions to include customer forums, Wikis, support tickets, project schedules with tasks assigned to individuals, and coupons. all in one sales and marketing software b2b marketing automation Raab VEST report small business marketing software Here are thumbnails of the others. Most clients have fewer than ten employees.

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

Customer Experience Matrix

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. Vendors who offered these things told me that the account-specific planning I imagined wasn’t practical and, in fact, was rarely done even by account teams in sales. I was disappointed but figured it was just another case of expectations outpacing reality. Then I saw ZenIQ.

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

Customer Experience Matrix

But even if everyone shared all their data with me, the enterprise picture would remain foggy because enterprises are increasingly integrating marketing automation with advertising , sales, service, and Web management. Raab Associates officially released the new edition of our B2B Marketing Automation Vendor Selection Tool (VEST) yesterday. See www.raabguide.com/vest for details.

MindMatrix Adds Sales Support to Marketing Automation

Customer Experience Matrix

The company’s justification for this claim is that it adds sales-marketing alignment to standard marketing automation features. Flows can be shared with sales users, with some or all features locked down to prevent unauthorized changes. It's a pretty good deal considering the additional sales alignment features that MindMatrix provides. MindMatrix is one of them.

New Frontiers in Data Driven Marketing

Customer Experience Matrix

This means programs can be designed to incorporate predictive models in all kinds of treatment decisions, from content recommendations to sales call prioritization to banner ad selection. 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. Okay, maybe not so new.

SAS by the Sip: SAS Viya Offers Open APIs to Individual Services in the Cloud

Customer Experience Matrix

But the benefits of the new SaaS systems have made new sales harder, especially in peripheral markets such as marketing applications. I’ve subjected you to this long-winded exposition because it provides context for SAS’s major announcement at its conference: a true SaaS version called SAS Viya.* SAS held its annual Global Forum conference this week, which marked the company’s 40th anniversary. One key to its long-lived success was an early decision to sell software by annual subscription, rather than the one-time perpetual license standard in the industry when SAS started.

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Moving On: Lessons from the B2B Marketing Trenches

Customer Experience Matrix

greater focus on timing would have also forced a harder look at the fundamental premise of many B2B campaigns, which is that they can speed movement of prospects through the sales funnel. Nurture programs can educate potential buyers and build a favorable attitude towards the seller, thereby increasing the likelihood of making a sale once the buyer is ready. lots of content.

Terminus Offers Targeted Display Ads for B2B

Customer Experience Matrix

sales stages. Tuesday’s post on the Adobe Marketing Cloud illustrated the complexity of solutions that combine many marketing and advertising components. Despite my best efforts, and much cooperation from Adobe, I’m sure it still misses many nuances of how Adobe components do or don’t work together. Nor does it address the challenges that users face in making sense of it all. pricing.

Marketing attribution systems: a quick look at the options

Customer Experience Matrix

Classic marketing mix models instead look at promotion expense by channel by market (usually a geographic region, sometimes a demographic or other segment) and find correlations over time between spending levels and sales. 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.

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VEST Report: Latest Trends in Marketing Automation, and Where's My Hoverboard?

Customer Experience Matrix

It’s always been obvious that agencies were a sensible channel for marketing automation vendors to pursue, but I’m beginning to wonder whether agencies might turn out to be the primary channel for such systems, excepting only direct sales to large enterprises. I just finished the latest release of the B2B Marketing Automation Vendor Selection Tool , a.k.a. VEST Report. Here’s what struck me.

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

Customer Experience Matrix

When it gets a new client, it loads that company’s own customer list and sales from its CRM system, finds those companies and individuals in the Fliptop database, enhances their records with Fliptop data, and uses the combined information to build a predictive model that identifies the likelihood of someone making a purchase. So what makes Fliptop different from its competitors?

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

Customer Experience Matrix

Internal data is most important later in the sales cycle, when prospects and customers are interacting with the company directly. real-time processes to identify Web site visitors, auto-fill Web forms or verify form entries, show data to sales people, support ad targeting, etc. 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.

Why Is B2B Marketing Automation Growing So Slowly?

Customer Experience Matrix

There’s some evidence that B2B marketing automation vendors are moving their sales and marketing in this direction. But while that's comforting on some levels, it still suggests lower future sales. Let me start by saying that the 50% revenue increase I’m projecting for B2B marketing automation in 2013 is a very healthy one. million) but just 28% in the second half ($50.7 million).

Next-Generation Marketing Automation Systems Target Small Business

Customer Experience Matrix

Salesformics is designed primarily to give sales people a pleasant-to-use CRM system, while offering marketing automation and dashboards to everyone in the organization. I’ve been gearing up for the next edition of our VEST report on B2B marketing automation systems, which involves catching up with established vendors and chasing down some new ones. continuously updated) as well as static.

CRM Evolution Conference: Mobile Really Does Change Everything About Marketing

Customer Experience Matrix

It’s true you might miss some interesting patterns – perhaps raincoat sales spike the weekend after a big storm, which you wouldn’t know if you hadn’t tracked weather during the preceding week. The days of buyers leisurely gathering a wide variety of information, slowly forming opinions about their options, and interacting with your marketing materials and sales people along the way are already gone. 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.

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Oracle Buys BlueKai and Puts Marketing Databases In the Spotlight

Customer Experience Matrix

If you look at Oracle’s diagram of their newly expanded Marketing Cloud, you’ll see BlueKai sitting beneath Responsys and Eloqua, providing a “universal customer profile” that allows them to act as “marketing orchestration” systems which, in turn, support programs across all channels – social, search, email, display, mobile, web, commerce, direct sales, and channel sales.

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New Raab VEST Report: B2B Marketing Automation Will Reach $1.2 Billion in 2014

Customer Experience Matrix

This may be because the previous mid-market leaders, Marketo and Pardot in particular, have been focusing more on enterprise sales. I had thought that heavy funding would be necessary become a new market leader, which is the way Marketo, Act-On and HubSpot did it. But those that did provide information showed great growth in 2013, in most cases over the 50% I had predicted. billion.

6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

Starting at the beginning, the system imports a list of each client’s customers and sales opportunities from CRM and marketing automation systems. Individual models predict the individual’s likelihood to be the best sales contact. 6Sense can also display the information on screen to help guide sales conversations, although it doesn’t (yet) recommend specific talking points. 6sense b2b demand generation b2b lead scoring predictive marketing predictive modeling sales prospecting web scanning web scraping Stages are defined in consultation with the client.

Marketo Conference: Small Changes, Big Picture

Customer Experience Matrix

In the case of customer management, the big question is whether the marketing system should be separate from sales and service systems. Your marketing platform is not an add-on to sales technology, or a component of an IT solution. The third layer includes delivery in different channels (email, social, landing pages, sales, web/mobile personalization, search). Fair enough.