Customer Experience Matrix

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Can Customer Data Platforms Have Decision Functions? Discuss.

Customer Experience Matrix

For the record, I did work on a farm when I was a lad, and drove a tractor. **I'd rather call it a System Level Unified Resource Provider, or SLURP. I’ve had at four conversations in the past twenty four hours with vendors who build a unified customer database and use it to guide customer treatments. That may seem pretty abstract but bear with me because this isn’t really about definitions.

Rating the Crowd-Sourced Marketing Software Review Sites

Customer Experience Matrix

This begged for a deeper look at the review sites to understand how they differ which, if any, could replace the work of professional reviewers (like me) and software guides (like my VEST report). Some provide other background about the reviewer’s activities on the review site and how their work has been rated. The first question was which sites draw a big enough crowd to be useful.

Martech At The Crossroads: Agility or Simplicity?

Customer Experience Matrix

Similarly, marketers up that time worked with the same data – audience counts and customer lists – they had since Ben Franklin and before. It was only in the 1960’s, when mailing lists were computerized, that new technologies begin to make more data available and marketers get new tools to work with it. But every action has a reaction. In short, martech today is at a crossroads.

Vendor 100

The World May Be Ending But, If Not: 3 Tips To Be a Better Marketer in 2017

Customer Experience Matrix

We have to work out some safeguards so Sue doesn’t trip over a pile of invisible trash or get run over by a truck she has chosen not to see. have seen the futures and they work. It would even mean less work for the computers and thus save money for RoseColoredGlasses.Me. Marketers who work outside the gatekeepers will face different challenges. Et cetera. It is.

B2B Marketing Trends for 2016

Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. get granular with marketing tactics and messages, and plan tactics based on what is likely to work in the. B2B Marketing. know which half."

Predictive Marketing Vendors Look Beyond Lead Scores

Customer Experience Matrix

Like Radius, Infer works by importing the client's CRM data and enhancing it with Infer's information. Mintigo’s actual implementation is considerably messier than that, but such is the price of working in the real world. 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.

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

Customer Experience Matrix

Segment-based systems work best when only a few choices are available. Dynamic content within email campaigns often works exactly this way. 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. So I thought it worth some discussion.

suitecx Offers Industrial-Strength Customer Journey Maps and More

Customer Experience Matrix

Early versions of suitecx have been used by the east bay group in their own work for years. Customer journey mapping is now the buzziest of buzz words. Every self-respecting marketing automation system offers something called a “customer journey map,” even if it’s exactly the same as last year’s campaign designer or does nothing more than connect functionless icons on a virtual whiteboard.

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

Customer Experience Matrix

My personal highlights were: - Sailthru introducing its next round of predictive modeling and personalization features and working to help users adopt them. 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. tried to get them so excited with use cases – a.k.a.

B2B Marketing Trends for 2016

Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. get granular with marketing tactics and messages, and plan tactics based on what is likely to work in the. B2B Marketing. know which half."

Campaign Management Is Dead. Here's What Next-Generation Marketing Automation Looks Like.

Customer Experience Matrix

This was how direct mail marketers worked for decades, and often still do: it’s an efficient way to manage dozens or hundreds of cells within a large outbound campaign. Someone has to do the hard work of figuring out what treatments to deliver in each situation. There are simply too many variables for that to work. The significance of the flow chart is what it replaced.

Real Magnet Offers Complex Campaigns Withouth the Flow Charts

Customer Experience Matrix

The remaining work to implement the marketers’ choices is done by the system. That is, I have been looking for systems that automatically design campaigns (or deliver optimal customer treatments without campaigns), thereby removing the roadblock by doing the work on the marketers' behalf. That sounds like Intelligent Assistance to me. Reports vary based on the campaign details.

Marketing Technology of the Future: Beyond the Customer Data Platform

Customer Experience Matrix

And oh, to make this work well, Martech has to hugely improve its ability to measure the actual impact of each message – so advanced, predictive attribution also plays a leading role in the martech world of the tomorrow. This won’t necessarily be the traditional “creative” work such as copywriting and design, which machines already do better than we care to admit. Contextual data.

Walker Sands / Chief Martech Study: Martech Maturity Has Skyrocketed

Customer Experience Matrix

This supports the previous point about best-of-breed working fairly well, whether or not the stack was well integrated. 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.

B2B Marketing Trends for 2016

Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. get granular with marketing tactics and messages, and plan tactics based on what is likely to work in the. B2B Marketing. know which half."

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.

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

Customer Experience Matrix

Intent-based ads on social networks work roughly the same way, although the users are known individuals because they had to sign in. B2B marketers have can work with Bombora , The Big Willow , TechTarget , IDG , and DemandBase. It lops a whole layer off the top of the funnel and finally lets you discard the wasted half of your advertising. But intent data is a complicated topic.

Intent 101

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

There’s still a bit of selection bias – it won’t work if a company isn’t on the Internet – but the impact is obviously much less. The Interwebs have delivered an unusually rich trove of data about the marketing automation industry in the past few weeks. Taken together, these provide a clearer picture than usual of the state of marketing automation. Here’s how I see things.

ActionIQ Merges Customer Data Without Reformatting

Customer Experience Matrix

What particularly sets ActionIQ apart is the ability to work with data from any source in its original structure. Or, more precisely, it’s the scalability plus flexibility: because all queries work by re-reading the raw data, users can redefine their variables at any time and apply them to all existing data. That’s true insofar as marketers work with previously defined variables and audience segments. ActionIQ reduces work for those analysts by making it easier to save and reuse their definitions. ActionIQ gives users an interface to segment its data directly.

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

Customer Experience Matrix

You may not need to catch ‘em all, but you certainly need to work with several.** Clearly this is more work but it does lead to simplest ABM stack possible. Everything in between is optional but helps to make your work easier and more effective. The really good conference organizers are probably working on this already. I’m looking at you, Scott and Nikki. Yesterday’s post announced our new Guide to ABM Vendors , which helps marketers make sense of the confusing variety of ABM-related systems. All the functions are indeed required, but the sub-functions are optional.

Pointillist Journey Orchestration Discovers Customer Paths for Itself (Marketing Automation is Doomed, I Tell You)

Customer Experience Matrix

Taking action within Pointillist works exactly as you’d think: for any event on the chart, the system can generate a list of customers that it will send to an external system. Pointillist was also working on letting users create calculated variables, such as a lifetime value or engagement score, that would be available for analysis or segmentation. This makes things really quick.

Tealium Grows from Tag Manager to Customer Data Platform

Customer Experience Matrix

This is perfectly consistent with Tealium’s own “do it yourself marketing cloud” goal of letting its clients work with whatever decision and delivery tools they wish. 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. So Tealium does support customer messaging.

Does Future Marketing Technology Require Perfect Data?

Customer Experience Matrix

One result is an apparent assumption that future technology will work much better than today’s technology – not because anyone really thinks that future technology will be perfect, but because we can’t see where its imperfections will appear. I’ve been thinking about this because so my own predictions are premised on increasingly detailed knowledge about customers and prospects.

Zaius Offers Mid-Market Customer Data Platform Plus Analytics and Campaigns

Customer Experience Matrix

The system loads data into a structured schema, so adding a new data elements takes some work. It wasn’t until the end of a long demonstration that I finally understood what Zaius is. Which is pretty ironic, since they’re an almost perfect example of a Customer Data Platform – that is, a system that assembles customer data from multiple systems and makes it available for marketing and analytics. If anyone should recognize a CDP when they see one, it’s me. Come to think of it, if anyone is going to call something a CDP even when it isn't, that’s probably me, too.

Mautic Offers Free, Open Source Marketing Automation

Customer Experience Matrix

The interface is straightforward and intuitive, using tabs to make advanced features available without intimidating clutter. I do have some quibbles – most annoyingly, objects like emails and contact records open in a “view” rather than “edit” mode, so an extra mouse click is almost always needed to get real work done. Small businesses constantly cite cost as a major roadblock to adoption.

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. It can work with data from multiple sources, relying on partner vendors such as SnapLogic and MuleSoft for data acquisition and Tamr , Alteryx , and Trifacta for data preparation. The point is that Reltio reduces the work involved – while adding a new source to a conventional data warehouse can easily take weeks or months, Reltio says it can add a new source to an existing installation in one day.

API 60

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. Maybe you’ve been waiting with increasing impatience for me to finish reviewing the set of Journey Orchestration Engines (JOEs) I first mentioned in March. More likely, it slipped your mind entirely. Usermind is all about simplicity.

Rules 71

MDC DOT Provides Marketing Automation for Direct Salespeople

Customer Experience Matrix

The redirection works best when the corporate Web site and the salespeople’s microsites are all on a subdomain hosted by MDC Dot. I briefly mentioned MDC Dot in an earlier blog post about giving sales people access to marketing automation capabilities. This may not have done them justice since they are more specialized than that general description implied.

Datorama Applies Machine Intelligence to Speed Marketing Analytics

Customer Experience Matrix

But the company also calls itself a “marketing integration engine” that works with “all of your data”, which certainly goes beyond just advertising. Dig a bit deeper and the confusion just grows: the company works mostly with aggregated performance data, but also works with some individual-level data. As I mentioned a couple of posts back , I’ve been surveying the borders of Customer Data Platform-land recently, trying to figure out which vendors fit within the category and which do not. Naturally, there are cases where the answer isn’t clear. Datorama is one of them.

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

Customer Experience Matrix

Unfortunately, I wasn’t able to gather enough technical detail to understand how they work. I’ll try to write about them once that happens. On the other hand, you could argue that content recommendation engines like BrightInfo (also at the Marketo show) already work without personas and lifestages.although I think they usually focus on a near-term action like conversion rather than long-term impact like incremental lifetime value. Marketo held its annual Marketing Nation Summit this week, hosting 4,000+ clients and partners.

Pega Customer Decision Hub Offers High-End Customer Journey Orchestration

Customer Experience Matrix

So if you’re not working at one of those firms, consider the rest of this article a template for what you might look for elsewhere. My previous posts about Journey Orchestration Engines (JOEs) have all pointed to new products. But some older systems qualify as well. In some ways they are even more interesting because they illustrate a mature version of the concept. Obviously the system has been updated many times since then but its core approach to optimizing real-time decisions across all channels has stayed remarkably constant. It brings together audiences, offers, and actions.

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

Customer Experience Matrix

believe there''s a hint of the reason in those effectiveness vs. difficulty ratings: most marketers don’t fully deploy marketing automation because they find it too much work compared with the benefit they’d gain. But I do have some data to share on the question of relative dissatisfaction. The folks at G2 were kind enough to reformat some of their data for me.** But I doubt it.

BlueConic User-Driven Marketing Maturity Model: Surprises on the Road to Customer-Centric Marketing

Customer Experience Matrix

When I think of tailoring interactions to individuals, I think of working with each individual’s data directly. I’m as fond of hearing my voice as most consultants, which is very fond indeed. Click here to see the Webinar and download the related paper.) The good thing about hearing from someone else is you find out things you didn’t already know. Coordination later. Segmentation.

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

Customer Experience Matrix

Some of pause was due to vacation, but mostly it was because I’ve been working feverishly to finish the Raab Guide to Account Based Marketing Vendors , which I’ve released today and you can purchase here. 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.* It’s nearly a month since my last blog post, which I think is the longest gap in the ten years I've been blogging. The fundamental challenge was two-fold.

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. But Brightfunnel says that most clients work with Salesforc data alone. Brightfunnel is working on such a method but hasn’t released it yet. But this doesn’t always happen for many reasons.

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

Customer Experience Matrix

Within these categories, some strategies have worked better than others. I recently did a study of the strategies of B2B marketing automation vendors. The research identified 28 different strategies which fell into six major groups. What I found most intriguing was the sheer diversity of the approaches, showing that vendors continue to explore new paths to success.

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

Customer Experience Matrix

This is one reason I haven’t classified Sailthru as a customer data platform: although Sailthru does a great job of building a unified customer database, most CDPs are specifically designed to work with other systems when sending messages. 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. Sailthru is a good example. customer profiles.

B2C 90

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

Customer Experience Matrix

Let’s take a closer look at how all this works: ZenIQ starts by importing accounts and contacts from a company’s marketing automation and CRM systems, including static attributes and behaviors. This is the sort of work you’d previously have needed a pretty smart sales rep to handle properly. 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.

New Frontiers in Data Driven Marketing

Customer Experience Matrix

This makes it more possible to work across all media to improve targeting, to coordinate messages for each individual, and to measure the incremental impact of each promotion. If it works properly, it promises to revolutionize how marketing budgets are managed and to give a substantial business edge to companies that master it first. Let’s just say you had to be there.