Customer Experience Matrix

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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.

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.

Mariana Uses Artificial Intelligence to Build Personas and Find Target Audiences

Customer Experience Matrix

The difference is that Mariana uses its artificial intelligence to analyze connections between people – including unique access to the Twitter social graph, as well as where people work or have worked, groups they belong to, and the types of work they do. Conversion IQ follows a similar process except that Mariana works from a set of known contacts uploaded by the client.

Landscape of Machine Intelligence Systems for Marketing

Customer Experience Matrix

Nearly all of these are deciders – perhaps because they work with volumes of choices so huge that only computers can handle them. In the meantime, I hope this chart helps you realize the scope of machine intelligence applications in marketing today and inspires you to explore more deeply how they can help in your own work. but have found the result surprisingly useful. Not so.

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."

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.

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.

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.

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."

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.

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.

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.

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

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."

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.

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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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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

Customer Experience Matrix

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. Maybe you think Account Based Marketing is utterly revolutionary or maybe you think it’s nothing new at all. None of that matters, according to Engagio ’s Jon Miller, because ABM is dead. The new boss is Account Based Everything. Done truthfully, that could be called Honest ABE, which would be sort of fun. But I digress. Let’s look a little closer.

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.

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

Customer Experience Matrix

CI 360 works on a very flexible customer data hub, although that’s a separate product owned by SAS’s Master Data Management group. 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. This provided a steady income stream and focused attention on customer satisfaction to ensure renewals. In the SAS universe, this is truly revolutionary.

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LinkedIn Buys Fliptop: Why Account Based Marketing and Predictive Analytics Are a Natural Fit

Customer Experience Matrix

You can safely assume that both sets of vendors have noticed the relationship and that many are working to combine the two techniques. Predictive analytics vendor Fliptop today announced its acquisition by B2B social network LinkedIn. would have looked so much more prescient had they announced the acquisition after I had published this post!

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

Customer Experience Matrix

It works across email, landing pages, text messages, social posts, Facebook ads, app notifications, and other media. consider Persado and Captora to be true AI-based marketing because they can actually replace work done by humans. The system doesn’t do this yet but the vendor tells me they’re working on it. could do the job from start to finish. Let’s look at each task in turn.

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.

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

Customer Experience Matrix

You can also see this as making marketers more productive in the sense of letting them generate more individualized customer treatments per work hour. It’s worth a brief note to record that Salesforce.com purchased artificial intelligence vendor MetaMind on Monday. This vision of pervasive AI is how I personally expect the industry to develop. The cumulative impact will be to make all aspects of marketing more effective as treatments are tailored more precisely to individual customers and contexts. Those benefits are two sides of the same coin.

New Paper -- Which Social Media Marketing Methods Are Best For You?

Customer Experience Matrix

We considered seven social media methods: monitoring social behavior, generating publicity, pushing content, making content sharable, promoting content on social bookmarking sites like StumbleUpon and Reddit, working with influencers, and managing reviews on sites like Yelp! Perhaps I shouldn’t admit this, at least when it comes to decisions I might be paid to make as a consultant.

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Marketing attribution systems: a quick look at the options

Customer Experience Matrix

These resemble attribution except they work at the channel level and are not based on individual data. 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. Bizible also popped up recently although I don’t recall the occasion; possibly something related to their interesting survey on “pipeline marketing” and attribution methods. Or not. Sometimes random is just random.

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The Big Willow Links Intent Data to Devices to Companies.Another Flavor of Account Based Marketing

Customer Experience Matrix

That’s far from perfect but can work if there is just one business in a particular industry near that location. With interest in account based marketing (ABM) skyrocketing past even hot topics like intent data and predictive marketing, it’s no surprise to find debates over the true meaning of the term. As you might suspect, that is exactly what The Big Willow does.

Moving On: Lessons from the B2B Marketing Trenches

Customer Experience Matrix

It was fun to work again as a hands-on marketer. multivariate tests work. As if the infinite number of potential tests were not enough of a challenge, most B2B marketers also have relatively small program quantities to work with. This is where the drip program must work hard to keep them engaged. Here are some insights based on the experience. lots of content.

Terminus Offers Targeted Display Ads for B2B

Customer Experience Matrix

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. Tuesday’s post on the Adobe Marketing Cloud illustrated the complexity of solutions that combine many marketing and advertising components. Nor does it address the challenges that users face in making sense of it all. email-based targeting.