Customer Experience Matrix

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Mariana Uses Artificial Intelligence to Build Personas and Find Target Audiences

Customer Experience Matrix

Mariana has prebuilt integrations with Twitter, Facebook, Salesforce.com CRM, Pardot, Eloqua, and Marketo. Can computers understand an individual human’s personality (and then, presumably, use that understanding to better target marketing messages)? So the real challenge isn’t having the computer analyze your data; it’s having enough data for the computer to analyze. Pretty cool, I must say.

Customer Data Platforms Revisited: The Future of Marketing Data

Customer Experience Matrix

Indeed, the big marketing clouds from Oracle, Salesforce.com, IBM, Adobe, and others all include extensive Delivery layer functions. It’s nearly two years since I introduced the concept of a Customer Data Platform , defined as a marketer-controlled system that builds a multi-source customer database and exposes it to external execution systems. But things aren’t quite so simple.

SalesPredict Offers Highly Automated, Highly Flexible Predictive Modeling

Customer Experience Matrix

This is possible primarily because the painstaking work of preparing data for analysis – which is where model builders spend most of their time – is avoided by connecting to a few standard sources, currently Salesforce.com and Marketo with HubSpot soon to follow. A couple of weeks ago, I wrote that “predictive everywhere” is one of major trends in data-driven marketing.

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

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Mintigo’s conclusion across 186,500 B2B companies was that just three percent were using the most common marketing automation systems: Oracle Eloqua , Marketo, HubSpot, and Salesforce.com Pardot. 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.

New Marketing Automation Options for Small Business in the VEST Report

Customer Experience Matrix

The system offers advanced versions of the usual marketing automation functions: email, landing pages, Web forms and surveys, lead scoring, multi-step nurture flows, media hosting, and CRM integration with Salesforce.com , Microsoft Dynamics CRM , and Sugar CRM. Here are thumbnails of the others. That puts it firmly in Infusionsoft territory, and perhaps even towards the lower end of that.

True Influence InsightBASE Simplifies Use of B2B Intent Data

Customer Experience Matrix

InsightBASE has standard integrations with Marketo , Oracle Eloqua , and Salesforce.com. 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.

Lytics Adds Marketing Recommendations to a Customer Data Platform

Customer Experience Matrix

Execution systems on the list include Salesforce.com, Marketo, Eloqua, Act-On, Facebook, Twitter, Youtube, Demandware, Optimizely, Adobe Target, and most major email providers. 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.

Brightfunnel Gives B2B Marketers Self-Service Revenue Attribution

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Brightfunnel reads lead, account, and opportunity data from Salesforce.com and supplies missing connections based on things like company name. Since Salesforce.com can also capture lead source (i.e., 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. This is where Brightfunnel comes in.

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

Customer Experience Matrix

date from the mid-2000s and were originally built to feed leads to Salesforce.com. On the other hand, Bislr said it doesn’t synchronize with custom objects from Salesforce.com and it doesn’t directly control which users can edit specific marketing campaigns or assets. think the answer is: probably not. So let’s talk a little more about them. But I digress.

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

Customer Experience Matrix

Specifically, it hasn’t let users set up custom objects (although they’ve been able to import custom objects from Salesforce.com or Microsoft Dynamics CRM ). My first question when Marketo announced its new mobile app connector this week wasn’t, “What cool new things can marketers do?” but “Where is the data stored?” It''s not that I''m obsessed with data. Well, maybe a little.) But one of Marketo’s biggest technical weaknesses has always been an inflexible data model. This was a common limitation among early B2B marketing automation products but many have removed it over the years.

Next-Generation Marketing Automation Systems Target Small Business

Customer Experience Matrix

nurture campaigns), and share leads with a CRM system like Salesforce.com. Synchronization with Salesforce.com and SugarCRM are due by mid-2014. 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. Leadsius launched its first paid version around July 2013.

Salesforce Purchases Deep Learning Artificial Intelligence Vendor MetaMind: Yeah, That's a MarTech Trend

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It’s worth a brief note to record that Salesforce.com purchased artificial intelligence vendor MetaMind on Monday. There aren’t many details available: in the announcement , MetaMind founder Richard Socher said Salesforce will use its technology to "automate and personalize customer support, marketing automation, and many other business processes." In a way, that vagueness is exactly what’s most interesting about the deal: it supports the notion that AI will be embedded in many system features rather than limited to a handful of specific tasks.

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

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Like Engagio’s earlier analytics products, PlayMaker starts by pulling data from Salesforce.com CRM and attaching leads to accounts. Maybe you think Account Based Marketing is utterly revolutionary or maybe you think it’s nothing new at all. Or maybe, like me, you’ve decided that getting marketers to think in terms of accounts is a modest but real change whose true significance is that it finally aligns marketers with how the way salespeople have worked all along. None of that matters, according to Engagio ’s Jon Miller, because ABM is dead. The new boss is Account Based Everything.

Terminus Offers Targeted Display Ads for B2B

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For many smaller companies, a suite like Adobe, Oracle , IBM , Salesforce.com , SAS , or Teradata isn’t an option and would be overkill if it were. Integration is currently available for Salesforce.com CRM, Marketo , and HubSpot , with plans to add Salesforce.com Pardot and Oracle Eloqua shortly. - ad inventory. But such integrated solutions are rarely comprehensive. pricing.

Marketing Automation's Unhappy Users: Trouble in Paradise?

Customer Experience Matrix

The great hope is that acquisitions by Oracle , Salesforce.com , Adobe , and other big software vendors finally push the industry across this classic Geoffrey Moore chasm from the beachhead niche to mainstream users, but that’s by no means certain to happen. As I mentioned in last week''s post , I’m writing a paper on stages of marketing automation deployment.

The Pond Just Got More Crowded: Google, Salesforce.com and Sequoia Invest in HubSpot

Customer Experience Matrix

Summary: HubSpot announced a $32 million investment yesterday by Sequoia Partners, Google and Salesforce.com. Salesforce.com and Google announced their long-anticipated entry into the marketing automation industry, in the baby-step form of investments in HubSpot. But if Salesforce.com likes what it sees, who knows where that will lead? intended to extend Google’s own business).

What Makes a Good Marketing Platform? Rules for Platformality

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The only real requirements seems to be some sort of a marketplace – all loosely modeled on Salesforce.com’s AppExchange, which in turn I see as inspired on Apple’s App Store. That Scott Brinker is such a devil. 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.

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6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

Standard integrations are available for Salesforce.com , Oracle Eloqua and Marketo. 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.) and key activities (Web site visits, topics researched) and scores at both company and individual levels.

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

Customer Experience Matrix

The one objective distinction is that FlipTop is publicly listed on the Salesforce.com App Exchange, meaning it has passed the Salesforce.com security reviews. There are existing connectors for Salesforce.com, Marketo , and Eloqua and it’s fairly easy to connect with others. This model can score new leads and classify existing opportunities in the sales pipeline.

BlueConic Selects Targeted Messages Using a Cross-Channel Marketing Database

Customer Experience Matrix

There are standard integrations with Twitter, Facebook, and Salesforce.com, as well as a system development kit for integration with mobile apps. This blog has mentioned BlueConic in passing a couple of times but never quite gotten around to reviewing it in detail. Until now. The delay may seem surprising, since BlueConic qualifies as a Customer Data Platform , a type of system I’ve been arguing will play an increasingly central role in marketers’ futures. The databases and connections are needed because today''s customers expect personalized, coordinated treatments across all channels.

Hushly Helps Marketers Connect With Anonymous Web Site Visitors

Customer Experience Matrix

On the vendor side, Hushly creates anonymous lead records in the client’s Salesforce.com instance, so companies can track their interactions with anonymous prospects and keep the history once the prospect identifies herself. 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.

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Microsoft Buys LinkedIn for $26.2 Billion: Get Ready for Software Vendors as Data Owners

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It still feels odd to think of a software company owning a data business, although Salesforce.com bought Jigsaw (now Data.com) in 2010 and Oracle purchased the BlueKai and Datalogix in 2014. Microsoft surprised pretty much everyone today by announcing a $26.2 billion acquisition of LinkedIn. This is fascinating since Microsoft intersects with LinkedIn in several areas: Dynamics CRM software, Office productivity software, and Bing online advertising. LinkedIn is primarily a social network with revenue from subscriptions, recruiting services, and advertising.

MindMatrix Adds Sales Support to Marketing Automation

Customer Experience Matrix

These include landing pages and forms for lead capture; email and postal mail; lead scoring on attributes and behaviors; branching multi-step campaigns; and bi-directional synchronization with Salesforce.com, Microsoft Dynamics, Outlook, and SugarCRM. One easily predictable trend in B2B marketing automation is that vendors will tailor their systems to specific industries.

Marketing Automation News from Dreamforce: B2B More Integrated, B2C Stays Separate

Customer Experience Matrix

I spent the early part of this week at Salesforce.com ’s annual Dreamforce conference. app exchange customer data management dreamforce exacttarget marketing automation marketing software trends pardot predictive modeling salesforce.com Here are my observations. The big news was for geeks. The main theme of the conference was Salesforce1, a new set of technologies that make it vastly easier to deliver and integrate mobile versions of Salesforce-based applications. It is apparently a major technical accomplishment and at least one of my technical friends was hugely impressed.

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More New Systems Challenge the Marketing Automation Status Quo

Customer Experience Matrix

It also provides the rest of the standard marketing automation functions, including landing pages and microsites, Web behavior tracking, lead scoring, and integration with Salesforce.com. Simple contact management is built into the system, or users can integrate with Salesforce.com, vTiger, SecondCRM, Wordpress, and Zoho. Although this approach is popular, there are others.

Model Factory from Modern Analytics Offers High Scale Preditive Modeling for Marketers

Customer Experience Matrix

Better still, Modern Analytics has experience connecting to APIs of common data sources such as Salesforce.com , so a new feed from a familiar source usually takes just a few hours to set up. Remember when I asked two weeks ago whether predictive models are becoming a commodity ? Here’s another log for that fire: Model Factory from Modern Analytics , which promises as many models as you want for a flat fee starting at $5,000 per month. You heard that right: an all-you-can eat, fixed-price buffet for predictive models. Can free toasters* and a loyalty card be far behind? How high?

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Radius Provides High Quality Data on Small Businesses

Customer Experience Matrix

In its current incarnation, Radius also imports a list of won and lost deals from each client’s CRM system (direct connection to Salesforce.com , batch imports from others) and shows how well each attribute correlates with success. 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”).

LeadLiaison Helps Marketing Automation Users Break the Content Bottleneck

Customer Experience Matrix

Salespeople can also send through Gmail , Salesforce.com , or Microsoft Dynamics CRM. CRM integration includes native connectors for all editions of Salesforce.com (not just the Professional edition, as with most marketing automation products), soon to be supplemented by Microsoft Dynamics and Sugar CRM. Content is served through short URLs to track consumption and sharing.

MarTech Conference: Some Random Impressions and Interesting New Vendors

Customer Experience Matrix

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. It might have been the larger crowd, more laid back West Coast audience, or that talking to so many exhibitors reduced the time attendees spent interacting with each other. Or maybe the second MarTech experience is inherently less ground-breaking than the first.

Teradata Integrates Its Marketing Automation Acquisitions for Enterprise Marketers

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Last year’s biggest marketing automation acquisitions were products for consumer marketing: ExactTarget by Salesforce.com , Neolane by Adobe , and Responsys by Oracle. But it would be wrong to see these as expanding the industry to a new set of users. Consumer marketers have had their own, highly sophisticated marketing automation systems for years. responsive design").

Teradata Adds a Data Management Platform To Its Marketing Cloud.Who Will Be Next?

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already expected the other cloud vendors to do this eventually; now I expect that will happen even sooner. I’m looking at you, Salesforce.com. Teradata on Tuesday announced it is adding a data management platform (DMP) to its marketing cloud through the acquisition of Netherlands-based FLXone. This is interesting on several levels, including: - It makes Teradata the third of the big marketing cloud vendors to add a DMP, joining Oracle DMP (BlueKai) and Adobe Audience Manager. The process takes 24 hours.) Of course, we’ll see what Teradata actually delivers in this regard.

Marketo Conference: Small Changes, Big Picture

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More important, the value of platforms has been widely recognized through the tech industry for decades: classic examples include Salesforce.com ’s own AppExchange, Apple ’s iPhone AppStore, Microsoft ’s operating system software, and, going way back, the original IBM System 360. The SEO and calendar features are still in beta and will be rolled out this spring and summer. Fair enough.

IBM May Buy Silverpop: B2B Marketing Automation and B2C Email Would Be Great Fit

Customer Experience Matrix

Plus, there just aren’t that many enterprise software companies who still need what Silverpop is offering: Oracle and Salesforce.com have already made their purchases, Adobe is part of the way there with Neolane, and SAS and Teradata have their own tools and are probably less interested in B2B because most buyers are small or mid-size firms. The InterWebs were buzzing this morning with an Atlanta Business Chronicle article reporting that IBM is negotiating to buy Silverpop. My only reaction was, What the heck took so long? IBM as an acquirer also makes perfect sense. So we’ll see.

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ICON16: How Infusionsoft Plans To Dominate Small Business Marketing (and Make Life Better For Small Businesses Everywhere)

Customer Experience Matrix

The total market is larger because Infusionsoft can also sell to companies outside the U.S. ** To put this in perspective: five million clients at $3,000 per client would give Infusionsoft $15 billion revenue, ranking it just behind SAP as the worlds fifth-largest software company and nearly three times Salesforce.com's 2016 revenue of $6.67 Note also that Salesforce.com is just two years older than Infusionsoft; by the time it had reached Infusionsoft's current age, its revenue was already $4 billion. In other words, Infusionsoft is growing much more slowly than Salesforce.com.