2017

Customer Experience Matrix

Trending Sources

Do CMOs Really Spend More on MarTech Than CIOs? A New Study Says No.

Customer Experience Matrix

Like many people in the marketing technology industry, I was tickled in 2011 when Gartner predicted that CMOs would soon have bigger tech budgets than CIOs , and even more tickled when Gartner said in 2016 that it had happened.

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.

#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.

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.

Customer Success and Marketing Alignment: The Key to Unlocking Customer Advocacy

Most B2B companies say the customer experience is a priority, but their teams are not prepared or coordinated enough to make this a reality.

Artificial Intelligence, Virtual Reality, and Government Control: Perfect World or Perfect Storm?

Customer Experience Matrix

If it weren’t the print edition, I would have sworn today’s New York Times business section had been personalized for me: there were articles on self-driving cars , virtual reality , and how “ Data Could Be the Next Tech Hot Button ”. That precisely matches my current set of obsessions.

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

Customer Experience Matrix

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.

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Optimove Optibot Automates Campaign Optimization

Customer Experience Matrix

I finally caught up with Optimove for a briefing on the Optibot technology they introduced last September. For a bit of background, Optimove is a Journey Orchestration Engine that focuses on customer retention. It assigns customers to states (which it calls microsegments) and sends different marketing campaigns to people in each state. See my original Optimove review from three years ago (!) for a more detailed explanation.

CrossEngage Orchestrates Customer Journeys Using Events

Customer Experience Matrix

It feels like forever since I first wrote about Journey Orchestration Engines (JOEs) , although it is just one year. Orchestration was already a hot term when I started, so I take neither credit nor blame for its continued popularity.

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

Corporate IT Will Regain Control Over Marketing Technology (And That's Okay)

Customer Experience Matrix

One of my favorite factoids comes from a Computerworld survey in which IT managers placed marketing technologies at 20th of 28 items on their priority list. This either shows that martech managers are less important than they think or explains why martech managers are needed in the first place.

Lead Genius Adds a Dash of Artificial Intelligence to Account Based Marketing

Customer Experience Matrix

You may have noticed that I’m writing a little less about artificial intelligence than I had been. It may be that Skynet has imprisoned the real David Raab to block him from issuing dire warnings about its imminent threat to humanity and replaced him with a less alarmist simulation. You can’t actually prove that isn’t happening.

Customer Data Platform Industry Profile: A Look Inside the Numbers

Customer Experience Matrix

My snarky twin at the Customer Data Platform Institute just published a new report on the CDP industry. Since few industry vendors release financial or business details, the report relies on public sources including Owler for revenue estimates, Crunchbase for funding history, and LinkedIn for employee counts. Most vendors did provide client counts, and several privately shared other information where the public data was clearly wrong. You can download the report here. I'll wait while you do that.

Forecast: Self-Assembling Application Bundles Will Manage Customer Experience

Customer Experience Matrix

I recently described a Deloitte paper on technology trends, focusing on their descriptions of IT management methods. The paper also covered broader trends including: Unstructured data, which they saw as a potentially bottomless source of insight.

7 B2B Marketing Strategies You Need to Know About

As B2B marketers, we know that our buyers' needs are ever-evolving, but it's not just our buyers that are changing.

CaliberMind Offers B2B Orchestration with a Twist

Customer Experience Matrix

I spent quite a bit of time debating with myself how to classify CaliberMind. But instead of presenting my conclusion and defending it, I’ll just tell you what CaliberMind does. We’ll circle back to classification at the end. Unify B2B data.

Monetate Adds Machine-Learning Based Real Time Ecommerce Personalization

Customer Experience Matrix

Monetate is one of the oldest and largest Web testing and personalization vendors, founded in 2008 and now serving more than 350 brands. Its core clients have been mid-to-large ecommerce companies, originally in the U.S. and now also in Europe. I’ve been meaning to write about them for some time but when we finally connected late last year they had a major launch coming this April, so it made sense to hold off a little longer. That day has come.

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.

Quaero AdVantage CDP Bridges Identified and Anonymous Data

Customer Experience Matrix

It’s a common pattern: several vendors proudly roll out new products they developed in secret, only to find they’re all very similar. The amazing coincidence isn’t really so amazing: everyone sees the same problems and has the same technologies available to solve them.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

Boxever Puts Airline Data in Context for Better Passenger Experience

Customer Experience Matrix

Everyone loves a good origin story* and Boxever has a classic: the company started as system to recommend add-on purchases on airline booking sites but found that prospects lacked access to customer data, so it pivoted to build customer databases.

The Best Content Marketing Examples

B2B Marketing Insider

Last year we published 99 Amazing Content Marketing Examples. There were actually 106 examples there but “99+” felt better. This year, the list has almost doubled. So I’m giving up on counting them (You can count them below.)

How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation

Tony Zambito

Illustration by Hea Poh Lin. In the past five years, the often-unquestioned hymnal has been that to succeed in today’s digital world, businesses must produce content. Produce high-quality content, yes. But, produce massive amounts of it to get in front of customers.

The 17 Best Social Media Management Tools

Webbiquity

Monitoring and managing even a moderately active business social media presence can be time-consuming. The number of people using social media continues to grow, usage is increasing, and more networks require attention.

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Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies.

The Great Big List of 23 Types of B2B Marketing Campaigns, by Funnel Stage

bizible

Need ideas on how to generate high quality demand and turn prospects into customers? You’ve come to the right place. Here is a list of 23 types of B2B marketing campaigns, as well as descriptions of when they are typically appropriate to use. The list is broken down by stage of the funnel.

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An Email is Not a Campaign: the Case for Integrated Marketing

The Point

The reality of life as a professional marketer is that there is rarely, ever, enough time, budget, resources or bandwidth to plan, design, build, launch and manage every campaign as we would if we could. I get that. We all make compromises.

25 B2B Engagement Tactics For All Marketing Funnel Stages

bizible

With the myriad of available B2B marketing engagement opportunities, which strategies should marketers use, and at what point in the buying journey? At which of the marketing funnel stages are prospects prepared for various types of outreach?

Funnel 130

The Demise of the White Paper is Greatly Exaggerated

The Point

If you can say anything about marketers, it’s that we love obituaries. Yes, we love to declare things dead. Inbound Marketing? The MQL? Lead Funnels?

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Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure.

MarTech: Top 100 Influencers and Brands

Onalytica B2B

Martech is the blending of marketing and technology, with the aim of streamlining processes to achieve marketing goals and objectives. In this digital age, there is a huge demand for marketing technology to provide marketers with the tools they need to succeed.

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5 Reasons Your Sales Reps Aren’t Getting Enough Qualified Leads

The Point

Earlier this year, I talked to a CMO at a B2B tech company whose sales counterpart was lobbying strongly for the company to adopt Account-Based Marketing (ABM) as part of their demand generation strategy. The reason?

Reboot Buyer Insights To Drive B2B Growth

Tony Zambito

Illustration by Gregory Cresnar. B2B companies are faced with the most transformative era in business history.

Matrix of 31 Marketing Funnel Metrics [Infographic]

bizible

Marketing funnel metrics are always at the forefront of a B2B marketer’s mind. We’re constantly looking at conversion rates, cost data, social shares, open rates, and click-throughs -- just to name a few.

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How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all.

Rethinking Buyer Personas In An Era Of Digital Transformation

Tony Zambito

by Louis Prado. In the past five years, we have seen exponential disruption each year in multiple markets. Digital technologies and resulting transformation turning markets literally inside out.

The 15 Best Special-Purpose SEO Tools

Webbiquity

Given the importance of search engine optimization—organic search remains the top source of traffic for most B2B websites—t’s vital to use the right tools to help with various aspects of optimization, for any size website.

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8 Questions to Help You Decide if Your Content is Good Enough

The Point

The best demand generation campaigns start with content that your prospects want. Even the best data, and sparkling creative, can’t save you or your campaign if your content and offer isn’t up to scratch. Here are 8 simple questions to help you decide whether that content is good enough.

The 4 Levels of Sales Intelligence

Your Sales Management Guru

The Four Levels of Sales Intelligence. By Jeb Blount, Author of Sales EQ: How Ultra High Performers Leverage Sales-Specific Emotional Intelligence to Close the Complex Deal. The speed and complexity of the modern marketplace is the domain of intellectual agility.

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The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey.