Customer Experience Matrix

B2B Marketers Are Buying Customer Data Platforms. Here's Why.

Customer Experience Matrix

I’m currently drafting a paper on use of Customer Data Platforms by B2B SaaS marketers. The topic is more intriguing than it sounds because it raises the dual questions of why CDPs haven’t previously been used much by B2B SaaS companies and what's changed.

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Rating the Crowd-Sourced Marketing Software Review Sites

Customer Experience Matrix

What began as a whimsical “ landscape of landscapes ” led me to realize crowd-sourced review sites are the most common type of vendor directory, accounting for 15 of the 23 sources listed in my original graphic.

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Trending Sources

BlueVenn Bundles Omnichannel Journey Management, Personalization, and Single Customer View

Customer Experience Matrix

BlueVenn has only been active in the U.S. market only since March 2016, although many U.S. marketers will recall its previous incarnation as SmartFocus.*

Singing the Customer Data Platform Blues: Who's to Blame for Disjointed Customer Data?

Customer Experience Matrix

I’m in the midst of collating data from 150 published surveys about marketing technology, a project that is fascinating and stupefying at the same time. A theme related to marketing data seems to be emerging that I didn’t expect, and many marketers won’t necessarily be happy to hear.

30 Ways to Get Inside the Mind of Your Target Buyer

Trust, support, and transparency: that's what your target buyer really wants. These 30 findings show the path from respect, to relationship, to business win.

Predictive Marketing Vendors Look Beyond Lead Scores

Customer Experience Matrix

It’s clear that 2015 has been the breakout year for predictive analytics in marketing, with at least $242 million in new funding, compared with $366 million in all prior years combined. But is it possible that predictive is already approaching commodity status?

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

Customer Experience Matrix

Mariana Uses Artificial Intelligence to Build Personas and Find Target Audiences

Customer Experience Matrix

Can computers understand an individual human’s personality (and then, presumably, use that understanding to better target marketing messages)?

Should Customer Data Platforms Be "Marketer-Controlled"?

Customer Experience Matrix

Thomas Wieberneit argues in a thoughtful blog post that companies need one platform for consolidated customer data, but that Customer Data Platform isn’t it because the CDP is “marketer-controlled” by definition, and thus doesn’t support other departments. This hits a nerve.

9 Experts Rethinking Demand Generation

How to strategically target your content and lead generation campaigns to disrupt the status quo and facilitate the sale.

Martech At The Crossroads: Agility or Simplicity?

Customer Experience Matrix

I’ll be giving a speech next week on the evolution of marketing technology, which doesn't follow the path you might think.

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Landscape of MarTech Vendor Directories

Customer Experience Matrix

I'm making a presentation on marketing technology selection at B2BLeadsCon in New York next week, and had thought to start with the usual Oh-My-God-There-Are-So-Many-Vendors slide to get everybody's attention.

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suitecx Offers Industrial-Strength Customer Journey Maps and More

Customer Experience Matrix

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

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.

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

Customer Experience Matrix

Scientists tell us that the attention span of the average human is now shorter than the attention span of a goldfish.(1) 1) In such a world, the chances of anyone reading this 2,000 word blog post are pretty much nil.

Increase Marketing ROI 10X and Prove It

See how a marketing team demonstrated 10X ROI and increased sales by 35% with marketing automation.

Marketers Are Struggling to Keep Up Customer Expectations: Here's Proof

Customer Experience Matrix

How pitiful is this: My wife left me alone all last weekend and the most mischief I could get into was looking for research about cross-channel customer views. The only defense I can make is I did promise a client a paper on the topic, which I finished Sunday night.

Customer Data Platforms Revisited: The Future of Marketing Data

Customer Experience Matrix

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.

Why MarTech Fails: A Data Driven Answer

Customer Experience Matrix

I’ve sensed a certain weariness in recent discussions of marketing technology, as marketers realize their business problems remain even after massive investments in new systems.

#Personalized Mona Lisa #Marketing #Humor #Fail

Customer Experience Matrix

Dear Internet, I was disappointed but not wholly surprised that you didn’t find Wednesday's post with Personalized Mona Lisa as self-evidently hilarious as I did. This isn’t the first time my sense of humor failed to match with yours.

2017 CMO Survey

The 2017 CMO Survey can provide you with the latest insights into marketplace dynamics, spending, and trends.

Marketing Technology of the Future: Beyond the Customer Data Platform

Customer Experience Matrix

The last three minutes of my MarTech Conference presentation are driving me crazy. The preceding portions cover the current state of Customer Data Platforms. I have no trouble talking about that.

How Many Ads Per Day Do You See? Fewer Than It Seems (I Think)

Customer Experience Matrix

My cliché detector starts chirping as soon as anyone says today’s marketers face more competition than ever before.

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#FlipMyFunnel Launches Account Based Marketing University

Customer Experience Matrix

Not the ABMU mascot It sometimes seems that Account Based Marketing is really Marketing Automation 2.0, in that many people leading the charge to ABM were also involved in launching B2B marketing automation ten years or so ago. How none of us has aged a day is a mystery we shan't discuss.

3 Insights to Help Build Your Unified Customer Database

Customer Experience Matrix

The Customer Data Platform Institute (which is run by Raab Associates) on Monday published results of a survey we conducted in cooperation with MarTech Advisor.

Best Practices for a Marketing Database Cleanse

A framework comprising of best practices to consider and red flags to avoid.

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

Customer Experience Matrix

About eighteen months ago I started presenting a scenario of a woman named Jane riding in a self-driving car, unaware that her smart devices were debating whether to stop for gas and let her buy a donut.

Real Magnet Offers Complex Campaigns Withouth the Flow Charts

Customer Experience Matrix

I recently saw a useful distinction between AI – artificial intelligence, which is machines replacing people – and IA – intelligent assistance, which is machines helping people.

SalesPredict Offers Highly Automated, Highly Flexible Predictive Modeling

Customer Experience Matrix

A couple of weeks ago, I wrote that “predictive everywhere” is one of major trends in data-driven marketing. I 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.

Here's Why Airlines Treat Customers Poorly

Customer Experience Matrix

Last week’s passenger-dragging incident at United Airlines left many marketers (and other humans) aghast that any company could purposely assault its own customer. As it happens, airline technology vendor Sabre published a survey of airline executives just before the event.

The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts.

Wondering How Customer Data Platforms Relate to Other Marketing Systems? Here's a Picture

Customer Experience Matrix

I was asked the other day about the distinction between Customer Data Platforms and Journey Orchestration Engines. My immediate answer was “Some CDPs are JOEs and some JOEs are CDPs. A CDP is a JOE if has journey orchestration. A JOE is a CDP if its data is accessible to other systems.

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

Customer Experience Matrix

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.” The author included a link to the source of that quote, but unfortunately it was broken (it has since been fixed).

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

The Interwebs have delivered an unusually rich trove of data about the marketing automation industry in the past few weeks.

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

Customer Experience Matrix

Intent data is a marketer’s dream come true: rather than advertising to mass audiences in the hope of getting a handful of active buyers to identify themselves, just buy a list of those buyers and talk to them directly.

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Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales.

How Quickly Is the MarTech Industry Growing?

Customer Experience Matrix

Everyone in marketing knows there’s a lot of new marketing technology, but how quickly is martech really growing? Many people cite changes in Scott Brinker ’s iconic marketing technology landscape, which has roughly doubled in size every year since Brinker first published it in 2011.

Attribution Will Be Critical for AI-Based Marketing Success

Customer Experience Matrix

I gave my presentation on Self-Driving Marketing Campaigns at the MarTech conference last week. Most of the content followed the arguments I made here a couple of weeks ago, about the challenges of coordinating multiple specialist AI systems.

Self-Driving Marketing Campaigns: Possible But Not Easy

Customer Experience Matrix

A recent Forrester study found that most marketers expect artificial intelligence to take over the more routine parts of their jobs, allowing them to focus on creative and strategic work. That’s been my attitude as well.

Amazon Buys Whole Foods: It's Not About Groceries

Customer Experience Matrix

Most of the comments I’ve seen about Amazon ’s acquisition of Whole Foods have described it as Amazon (a) expanding into a new industry (b) continuing to disrupt conventional retail and (c) moving more commerce from offline to online channels. Those are all true, I suppose, but I felt they missed the real story: this is another step in Amazon building a self-contained universe that its customers never have to leave. That sounds a bit more paranoid than it should.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation.