Customer Experience Matrix

What's Next for the CDP Industry?

Customer Experience Matrix

It’s been quite fascinating to watch the Customer Data Platform industry develop over the past few years. So far, we’ve seen two main trends emerge: extension of CDP product scope beyond the core of building the customer database itself and expansion into new industries.

Why Are There So Many Types of Customer Data Platforms? It's Complicated.

Customer Experience Matrix

I spend much of my time these days trying to explain Customer Data Platforms to people who suspect a CDP could help them but lack clear understanding of exactly what a CDP can do. At the end of our encounter they’re often frustrated: a simple definition of CDP still eludes them.

2018 Was a Great Year for Customer Data Platforms

Customer Experience Matrix

The CDP industry had a great 2018, growing by 60% and reaching $740 million revenue, according to the CDP Institute’s just-released Industry Update (click here to download ). The industry added 29 vendors and 2,653 employees, slightly more than the 26 vendors and 2,233 employees added in 2017.

Salesforce Customer 360 Solution to Share Data Without a Shared Database

Customer Experience Matrix

Salesforce has sipped the Kool-Aid: it led off the Dreamforce conference today with news of Customer 360 , which aims to “help companies move beyond an app- or department-specific view of each customer by making it easier to create a single, holistic customer profile to inform every interaction”.

Lead Generation Companies: How to Pick a Right One

Have you ever had a bad experience using a lead generation company? If the answer is yes, you are certainly not alone; fortunately, MarketJoy has put together 4 simple questions that you can use to judge your next potential lead gen partner.

Consumers Aren't As Into Personalization As You Think, and Other Survey Results

Customer Experience Matrix

I review a lot of surveys -- easily a dozen each week. Mostly they go into a big file which I mine occasionally for helpful factoids to spice up a paper or presentation. Sometimes I take a more thorough tour to look at some bigger issues. Today is one of those days.

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Oracle CX Unity Looks Like a Real Customer Data Platform

Customer Experience Matrix

I finally caught up with Oracle for a briefing on the CX Unity product they announced in October. Although it was clear at the time that CX Unity offered some version of unified customer data, it was hard to understand exactly what was being delivered. The picture is now much clearer.

What's Different About European CDPs?

Customer Experience Matrix

For reasons that made sense at the time, I recently interviewed myself about the CDP Institute's latest review of Europe-based CDP vendors. Here's how that went. What do you think potential CDP buyers would find the most interesting stats from this?

How to Build a CDP RFP Generator

Customer Experience Matrix

Recent discussions with Customer Data Platform buyers and vendors have repeatedly circled around a small set of questions: what are the use cases for CDP? This really means, when should you use a CDP and when should you use something else?) what are the capabilities of a CDP?

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Purpose-Driven Marketing Comes to Town

Customer Experience Matrix

“If you can fake sincerity, you’ve got it made” runs the old joke.

7 Cold Calling Tactics You Aren't Using but Should Be

Cold calling isn‘t dead; neither is it on its deathbed. In fact, it’s one of the most effective ways to increase sales and drive revenue. Learn 7 preperation strategies to lessen your stress, and to become a better closer!

CDP Myths vs Realities

Customer Experience Matrix

A few weeks ago, I critiqued several articles that attacked “myths” about Customer Data Platforms. But, on reflection, those authors had it right: it’s important to address misunderstandings that have grown as the category gains exposure. So here's my own list of CDP myths and realities.

Third Party Data Is Not Dead Yet

Customer Experience Matrix

Third party data is not dead yet. It was supposed to be.

State of Customer Data Platforms in Europe

Customer Experience Matrix

The Customer Data Platform Institute will be launching its European branch later this month with a series of presentations in London, Amsterdam and Hamburg.

Customer Data Platforms vs Master Data Management: How They Differ

Customer Experience Matrix

My wanderings through the Customer Data Platform landscape have increasingly led towards the adjacent realm of Master Data Management (MDM). Many people are starting to ask whether they’re really the same thing or could at least be used for some of the same purposes.

How B2B Marketing is Changing in 2018

Gain exclusive insights on priorities, tactics, and challenges from SMB Marketing Leaders.

Will GDPR Hurt Customer Data Platforms and the Marketers Who Use Them?

Customer Experience Matrix

Like an imminent hanging, the looming execution of the European Union’s General Data Protection Regulation (GDPR) has concentrated business leaders’ minds on their customer data.

Will GDPR Burst the Martech Bubble?

Customer Experience Matrix

Some people have feared (or hoped) that the European Unions’ General Data Protection Regulation would force major change in the the marketing and advertising ecosystems by shutting off vital data flows.

Facebook, Privacy, and the Future of Personalization

Customer Experience Matrix

Readers of this blog and the CDP Institute newsletter know that I’ve been fussing for years about privacy-related issues with Facebook , Google , and others. With the issue now attracting much broader public attention, I’ve backed off my own coverage.

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?

Best Practices for Selling to Government Agencies

The US government spends over $235 billion on goods and services each year. Because of this, selling your product or service to a government agency can be a great way to increase profits. A government buyer also offers consistency, at least for the duration of your contract. However, there are key differences between selling to a customer or business and selling to the government. MarketJoy VP of Customer Success, Curtis Bendt, has used his vast experience in sales industry to craft a list of best practices for selling to government agencies to give you a more specific idea of what the process involves. MarketJoy also provides you with several tips on how to increase your chances of success.

The Light Bulbs Have Ears: Why Listening Is Voice-Activated Devices' Most Important Skill

Customer Experience Matrix

If one picture’s worth a thousand words, why is everyone rushing to replace graphical interfaces with voice-activated systems? The question has an answer, which we’ll get to below. But even though the phrasing is a bit silly, it truly is worth asking.

BadTech Is the Next New Thing

Customer Experience Matrix

Forget about Martech, Adtech, or even Madtech. The next big thing is BadTech. I’m referring to is the backlash against big tech firms – Google, Amazon, Apple, and above all Facebook – that have relentlessly expanded their influence on everyday life.

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What I Learned at the Customer Data Platform Workshop

Customer Experience Matrix

I ran a four hour workshop on Customer Data Platforms this week at the MarTech Conference in San Diego.* The attendees were a mix of marketers and technologists from brands, agencies, and vendor companies.

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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Paradigm of Strategic Value-Based Discounting for the B2B Industry

Competition has increased to new levels of intensity and organizations have begun to look for new ways to acquire customers. Discounted pricing is a strategic tool, which when used correctly can drive a variety of business goals, from marketing through to sales strategy

Get Ready for CDP Horror Stories as Customer Data Platforms Enter the Trough of Dillusionment

Customer Experience Matrix

It’s nearly a year since Gartner placed Customer Data Platforms at the top of its “hype cycle” for digital marketing technologies. The hype cycle shouldn’t be taken too literally but it does capture the growing interest in CDPs and reminds us to expect this attention to attract critics.

Can Customer Data Platforms Have Decision Functions? Discuss.

Customer Experience Matrix

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.

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.

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.

The Account-Based Marketing Playbook

Account-Based Marketing is a strategy, not a solution.

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.

MDC DOT Provides Marketing Automation for Direct Salespeople

Customer Experience Matrix

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.

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.

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.

The Sales Enablement Handbook

In the sphere of sales, it helps to get your definitions down. You might have thought sales operations and sales enablement are the same thing - but there are important differences. Both have the objective of improving sales performance, and although there is some overlap, they do this in different ways.

Collapse of Civilization Makes Marketers' Jobs Harder

Customer Experience Matrix

Political situations come and go but trust is the foundation of civilization itself. So I was genuinely shaken to see a report from the Edelman PR agency that trust in U.S.

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.

Will New Marketing Automation Tools Let Sales Climb Back Up The Funnel?

Customer Experience Matrix

Trends are signposts of the future: they point to where we’re headed. But the signposts are unreliable because trends are often interrupted – the classic example being the “ Great Horse Manure Crisis of 1894 ”, when experts predicted that major cities would soon be buried beneath horse droppings.

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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.

Lead Gen and Engagement: Find your Marketing Sweet Spot

Speaker: Dawn Colossi, CMO, FocusVision

A shift is occurring for B2B Marketers. We were measured by the number of leads we generate. So, we put gates up on our website, we stand in trade show booths and collect business cards, and run webinars or smaller events where we get people to sign up. Over time, we’ve become much better at measuring conversion rates and lead quality. Now that recent studies have shown that 49% of companies achieve a higher ROI by focusing on engagement over acquisition, there’s a shift from lead counts, lead quality to engagement. But as a B2B Marketer, what does engagement mean? How can you get there? How do you measure it? How do you show value to the business? Where does lead gen and lead quality fit in? Dawn Colossi, CMO of FocusVision and a recognized leader in data-driven marketing strategy, has answers based on hard won experience.