2017

Customer Experience Matrix

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.

Trending Sources

#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.

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.

The Content Marketing Pyramid

The Ultimate Framework To Develop & Execute Your Content Marketing Strategy

Coherent Path Auto-Optimizes Promotions for Long Term Value

Customer Experience Matrix

One of the grand challenges facing marketing technology today is having a computer find the best messages to send each customer over time, instead of making marketers schedule the messages in advance. One roadblock has been that automated design requires predicting the long-term impact of each message: just selecting the message with the highest immediate value can reduce future income. This clearly requires optimizing against a metric like lifetime value. But that's really hard to predict.

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.

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.

The Personal Network Effect Makes Walled Gardens Stronger, But There's Still Hope

Customer Experience Matrix

I’m still chewing over the role of “walled garden” vendors including Google, Amazon, and Facebook, and in particular how most observers – especially in the general media – fail to grasp how those firms differ from traditional monopolists.

Best Practices for a Marketing Database Cleanse

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

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.

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.

Pega Does Vegas

Customer Experience Matrix

I spent the first part of this week at Pegasystems ’ PegaWorld conference in Las Vegas, a place which totally creeps me out.* Ironically or appropriately, Las Vegas’ skill at profit-optimized people-herding is exactly what Pega offers its own clients, if in a more genteel fashion.

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.

The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts.

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.

Martech Vendors Can't Avoid Ad Audience Battles

Customer Experience Matrix

It’s been said that sports are soap operas for men. You can see business news the same way: a drama with heroes, villains, intertwining story lines, and endless plot twists.

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.

Blueshift CDP Adds Advanced Features

Customer Experience Matrix

I reviewed Blueshift in June 2015 , when the product had been in-market for just a few months and had a handful of large clients. Since then they’ve added many new features and grown to about 50 customers. So let’s do a quick update.

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.

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.

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.

Lexer Grows Its Customer Data Platform from Social Listening Roots

Customer Experience Matrix

Customer Data Platform vendors come from many places, geographically and functionally. Lexer is unusual in both ways, having started in Australia as a social media listening platform. About two years ago the company refocused on building customer profiles with data from all sources.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

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

Will Privacy Regulations Favor Internet Giants?

Customer Experience Matrix

Last week’s MarTech Conference in San Francisco came and went in the usual blur of excellent presentations, interesting vendors, and private conversations. I’m sure each attendee had their own experience based on their particular interests.

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.

SessionM Expands from Loyalty to Full Customer Engagement Management

Customer Experience Matrix

SessionM launched in 2012 as a platform that increased user engagement by adding gamification and loyalty rewards to mobile apps. The system has since expanded to support more channels and message types. This puts it in competition with dozens of other customer engagement and personalization systems. Compared with these vendors, SessionM’s loyalty features are probably its most unusual feature. But it would be misleading to pigeonhole SessionM as a system for loyalty marketers.

Dynamic Yield Offers Flexible Omni-Channel Personalization

Customer Experience Matrix

There are dozens of Web personalization tools available. All do roughly the same thing: look at data about a visitor, pick messages based on that data, and deploy those messages. So how do you tell them apart? The differences fall along several dimensions. These include what data is available, how messages are chosen, which channels are supported, and how the system is implemented. Let’s look at how Dynamic Yield stacks up.

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.

Cheetah Digital Debuts in Las Vegas

Customer Experience Matrix

I spent the latter part of last week still in Las Vegas, switching to the client conference for Cheetah Digital , the newly-renamed spinoff of Experian’s Cross Channel Marketing division.

Infusionsoft Announces Freemium Marketing Automation to Expand Its User Base

Customer Experience Matrix

Infusionsoft has always presented combined methodical management of its own business with evangelical cheerleading for its small business clients. The contrast was even greater than usual at the company’s annual ICON conference in Phoenix this week.

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.)

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

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 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.

Funnel 138

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.

Tools 132

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.

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.