Customer Experience Matrix

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”.

Adobe, Microsoft and SAP Announce Open Data Initiative: It's CDP Turf But No Immediate Threat

Customer Experience Matrix

One of the more jarring aspects in Adobe ’s briefing last week about its Marketo acquisition* were several statements that suggested Marketo and Adobe’s other products were going to access shared customer data.

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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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.

See the PureCloud call center in action

All cloud contact centers are not created equal. Register now for an upcoming live demo covering supervisor, admin, and agent experience in PureCloud!

Third Party Data Is Not Dead Yet

Customer Experience Matrix

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

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.

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.

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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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.

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.

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!

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.

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.

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.

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?

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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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.

Is the Bloom off the Blockchain Tulip?

Customer Experience Matrix

Blockchain is the sort of cool technology that should excite me, but for some reason it does not.

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.

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.

Announcing the Talking Stack Podcast on Martech News

Customer Experience Matrix

Over the past several months, I’ve been conspiring with MarTech Advisor ’s Chitra Iyer and Amit Varshneya and industry expert Anand Thaker to produce a podcast devoted to martech news of the week.

How B2B Marketing is Changing in 2018

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

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.

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.

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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.

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.

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

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.

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.

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.

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.

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.

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.

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.

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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Building Trust Requires Innovation

Customer Experience Matrix

Trust has been chasing me like a hungry mosquito. It seems that everyone has suddenly decided that creating trust is the key to success, whether it’s in the context of data sharing, artificial intelligence, or customer retention.

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The Account-Based Marketing Playbook

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

Do Customer Data Platforms Need Identity Matching? The Answer May Surprise You.

Customer Experience Matrix

I spend a lot of time with vendors trying to decide whether they are, or should be, a Customer Data Platform. I also spend a lot of time with marketers trying to decide which CDPs might be right for them.

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.

Adobe Adds Experience Cloud Profile: Why It's Good News for Customer Data Platforms

Customer Experience Matrix

"A CDP by any other name still stores unified customer data." Adobe on Tuesday announced the Experience Cloud Profile, which it described as a “complete, real-time view of customers” including data from outside of Adobe Cloud systems.

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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Maximize Your ABM

Speaker: Jeff Marcoux, VP Product Strategy & Marketing at TTEC

If you are considering implementing account-based marketing, chances are you have also explored technology options. The process of buying new tools along with the massive organizational shift required for ABM can be overwhelming for even the most seasoned marketers. This session will help you start off on the right foot. Whether you've never implemented ABM, or tried before but felt unsuccessful, you can get started in the right direction. You will even be able to take advantage of the data you have coming in to utilize ABM across your entire cycle.