Customer Experience Matrix

JUNE 11, 2015

“Sales enablement” is something of a catch-all term for a wide range of solutions that help sales people do their jobs better. Highspot has staked out the corner of this world occupied by systems that help sales people find the right marketing materials. But the firm soon learned that this wasn’t enough.

Top of Funnel 120

Top of Funnel Salesforce.com Advertising Funnels Advertising Agencies 120

Customer Experience Matrix

JANUARY 27, 2021

The drive to build suites clarifies why predictive analytics vendors Bloomreach, RichRelevance, and Gpredictive are such frequent partners: stand-alone predictive tools are missing nearly all the features needed for a full marketing platform, so they have the most to gain from buying a CDP that fills those gaps.

Marketing Automation Services 270

Marketing Automation Services Enterprise Management Marketing Management Lead Ranking 270

Customer Experience Matrix

NOVEMBER 9, 2006

Yesterday I wrote about the strategic choices facing Web analytics vendors as their core product matures. They have three basic choices: - keep focused on Web analytics, improving their products and appealing to the most demanding users as a ‘best of breed” solution. Web analytics vendors will face the same dynamic.

Enterprise Management 120

Enterprise Management Analytics Marketing Management Multi-Channel 120

Customer Experience Matrix

JUNE 14, 2013

The result is substantially more effective marketing and sales operations, finally letting marketers use data the Web has so tantalizingly exposed. sentiment analysis social marketing automation marketing automation predictive modeling prospect database mintigo semantic analytics data enhancement interestbase web data analysis'

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Social Marketing Ideal Customer Profiles 120

Customer Experience Matrix

FEBRUARY 18, 2018

At most, they'll need to retool their sales and marketing. For example, this report from master data management vendor Semarchy found that customer experience, service and loyalty applications take priority over sales and marketing applications. But marketers may suffer more.

Enterprise Management 189

Enterprise Management Work Management Marketing Management Paid Search Agency 189

Customer Experience Matrix

DECEMBER 12, 2007

One theme I’ve picked up is a greater interest in advanced analytics. But the vendors tell me that interest is strong across all stages of the pre-purchase pipeline, so I suspect this uptick in sales is a precursor to continued expansion. I’m at the National Center for Database Marketing Conference this week.

Analytics 120

Analytics Budget Programs Vendors Paid Search Agency 120

Customer Experience Matrix

DECEMBER 13, 2020

But the real reason for its growth may be that interactions are shifting to digital channels where success will be based more on relentless analytics than an occasional flash of uniquely human insight. blockchain will quiet down. I’ll list blockchain only to point out that’s been an underachiever in the hype-generation department.

Marketing AI 367

Marketing AI Privacy Peer-to-peer Amazon 367

Customer Experience Matrix

MARCH 18, 2018

If the first project is purely analytical, such as customer profiling or journey analysis, then you don’t need to worry about connecting to execution systems, although you do need staff resources to properly interpret the data and possibly some analytical or reporting systems.

Ideal Customer Profiles 136

Ideal Customer Profiles Barriers Analysis Trigger Marketing 136

Customer Experience Matrix

DECEMBER 16, 2018

What this means for CDPs is that even vendors who started out simply assembling data or building databases have added applications, typically starting with analytical features such as segmentation, visualization, and predictive modeling, and then moving further towards execution with message selection and experience orchestration.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

Customer Experience Matrix

APRIL 21, 2016

This demanded a high initial investment but made expansion relatively easy – an approach that made sense when SAS's core analytical applications were pretty much essential to many clients. But the benefits of the new SaaS systems have made new sales harder, especially in peripheral markets such as marketing applications.

Work Management 120

Work Management Marketing Management API Resource Management 120

Customer Experience Matrix

NOVEMBER 9, 2015

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. What’s significant here is less the reporting than that Radius is moving beyond analytics to give clients lists of potential customers.

Lead Ranking 120

Lead Ranking Lead Scoring Work Management Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 7, 2016

Classic marketing mix models instead look at promotion expense by channel by market (usually a geographic region, sometimes a demographic or other segment) and find correlations over time between spending levels and sales. Does the vendor create optimal media plans?

Marketing Attribution 120

Marketing Attribution Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 21, 2014

This started by providing visitor lists and real-time alerts to sales people who were interested in specific accounts. The client data, which of course is available only to the client who provided it, could be anything but is usually attributes such as account type, buying stage, and sales territory.

DemandBase 120

DemandBase Advertising Agencies Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

MAY 21, 2015

Teradata’s marketing applications also extend beyond standard marketing automation to include marketing resource management and analytics. Indeed, there’s a case to be made that the company’s scope is superior to most competitive “marketing clouds”, which are usually pretty light on MRM and analytics and are often barely integrated.

Resource Management 120

Resource Management Hubspot Marketing Automation Services Enterprise Management 120

Customer Experience Matrix

APRIL 1, 2020

These range from obvious (consumers are accepting more product substitutions in the face of stock-outs) to intriguing (canned goods sales rose twice as much in the U.S. Grocery merchandising experts Symphony RetailAI have also launched a COVID-19 Insights Hub , which reports snippets of information with explanations. UK, and France.

Paid Search Agency 240

Paid Search Agency Companies Advertising Agencies Business 240

Customer Experience Matrix

NOVEMBER 14, 2016

The big news was a free version of HubSpot’s core marketing platform, joining free versions already available of its CRM and Sales systems. (In In Hubspeak, CRM is the underlying database that tracks and manages customer interactions, while Sales is tools for salesperson productivity in email and elsewhere.)

Marketing Automation Services 0

Marketing Automation Services Hubspot Conference Marketing Automation 0

Customer Experience Matrix

JUNE 17, 2016

This made them a fifth subtype of Customer Data Platforms (CDPs), along with systems based on marketing, lead scoring, sales advisory, and tag management. In practice, this classification is more potential than real because few if any customer success systems actually expose their data to other systems in true CDP fashion.

Automation 120

Automation Marketing Automation Services Lead Ranking Trigger Marketing 120

Customer Experience Matrix

OCTOBER 17, 2012

The B2C products are generally built on a more powerful foundation than B2B systems, in terms of having a more flexible database structure, deeper marketing operations support, and more powerful analytics. This might be possible but so far it seems that marketing and sales still need separate physical databases for adequate performance.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

NOVEMBER 24, 2016

Pega positions Customer Decision Hub as part of its core platform, which supports applications for marketing, sales automation, customer service, and operations. Indeed, some features the product had a decade ago are still cutting edge today – my favorite is simulation of proposed decision rules to assess their impact before deployment.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

OCTOBER 24, 2014

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. Because it knows what to expect, the system can easily load customer data and sales results from those systems.

Lead Ranking 120

Lead Ranking Lead Scoring Automation Salesforce.com 120

Customer Experience Matrix

DECEMBER 18, 2012

Like everyone else, I’m seeing greater use of social, mobile, and video; more cross-channel campaigns; closer cooperation between marketing and sales; and expanded use of analytics. The reason is that post-sales interactions are increasingly automated and marketers have the best tools to manage automated interactions effectively.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

AUGUST 14, 2014

Few people would suggest you learn salesmanship from the play Glengarry Glen Ross ,* but its central message rings true: good leads are the lifeblood of a sales organization.** Some of the more important ones include: • Specific data sources, scanning techniques, and analytical methods.

Lead Ranking 120

Lead Ranking Work Management Marketing Management Lead Scoring 120

Customer Experience Matrix

FEBRUARY 5, 2015

It’s always been obvious that agencies were a sensible channel for marketing automation vendors to pursue, but I’m beginning to wonder whether agencies might turn out to be the primary channel for such systems, excepting only direct sales to large enterprises. Surely mobile can do more than that. But they’re exceptions.)

Marketing Automation Services 120

Marketing Automation Services Demand Generation Agencies Marketing Report Marketing Automation 120

Customer Experience Matrix

MARCH 7, 2014

The new version also allows users to store incomplete steps while building a sequence, to assign actions to different task outcomes, and to track response using Google Analytics tags. It’s certainly worth a look if you’re in the market for a small business all-in-one sales and marketing system.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Work Management Marketing Management 120

Customer Experience Matrix

OCTOBER 4, 2016

Demandbase had its own announcement yesterday: something it calls “DemandGraph,” which is basically a combination of Demandbase’s existing business database with data gathering and analytical functions the Spiderbook system that Demandbase bought in May 2016.

DemandBase 166

DemandBase Ideal Customer Profiles Marketing Management Cross-Selling 166

Customer Experience Matrix

JULY 3, 2013

It is clearly “all-in-one” sales and marketing software for very small business, combining marketing automation, CRM, and ecommerce along the lines of Infusionsoft and Ontraport (formerly OfficeAutoPilot). Entry can trigger an email, assignment to a drip campaign, or sales agent notification. So far pretty normal.

Small Business Marketing 120

Small Business Marketing Marketing Automation Services Communities Lead Ranking 120

Customer Experience Matrix

AUGUST 25, 2016

Differentiators include: channels supported (display advertising, social advertising, CRM, marketing automation, email, direct mail, telemarketing, text, mobile apps, content syndication, etc.)

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Account Based Marketing 120

Customer Experience Matrix

SEPTEMBER 15, 2009

Summary: Adobe's agreement to purchase Omniture illustrates the on-going convergence of Web content management and Web analytics systems. This puts pressure on marketing automation vendors, who also want to provide Web analytics and content management, and who are already being pressed by customer relationship management (CRM) vendors.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

OCTOBER 29, 2015

When I first described Customer Data Platforms two and half years ago, all the vendors offered an application such as predictive analytics or campaign management in addition to the "pure" CDP function of building the customer database. Current clients use Openprise in more modest ways, however.

Work Management 120

Work Management Marketing Management Marketing Automation Services Lead Ranking 120

Customer Experience Matrix

MARCH 29, 2011

IBM defines marketing automation as digital analytics, and puts digital analytics at the center of the business universe. The only thing that can be handled separately is marketing analytics, just like other types of specialized analytics. Okay, that's just quibbling about words.

Marketing Automation Services 120

Marketing Automation Services Paid Search Agency Marketing Automation Enterprise Management 120

Customer Experience Matrix

FEBRUARY 16, 2012

My role at Left Brain will be to build the “optimization”practice, which means working on marketing analytics as well astechnology. This meant marketingprocess definition, marketing/sales alignment, and program strategy. It’s still important to execute thoseproperly, and always will be. That’s exactly what I’ll be working on.

Demand Generation Agencies 120

Demand Generation Agencies Work Management Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

MAY 13, 2012

But it sell these largely as add-ons to its core predictive analytics products. So it’s likely they’ll use Entiera’s technology to support sales of their core analytical products to current customers and perhaps to deliver them more cost-effectively to new customers. But marketing services are clearly just a sideline for FICO.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Buy 120

Customer Experience Matrix

APRIL 25, 2013

These systems that gather customer data from multiple sources, combine information related to the same individuals, perform predictive analytics on the resulting database, and use the results to guide marketing treatments across multiple channels. All this is a very long-winded introduction to Causata , yet another member of this new class.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Class 120

Customer Experience Matrix

MARCH 29, 2017

billion in 2016 revenue for its marketing cloud (apparently including analytics and advertising products). But the IDC figures show that sales and customer service spend more on tech than marketing. One reference point is the known revenues of martech vendors. Adobe, which may well be the largest, just reported $1.6

Enterprise Management 120

Enterprise Management Work Management Spending Marketing Management 120

Customer Experience Matrix

AUGUST 6, 2013

RightWave staff also helps with data quality and analytics, two other areas where many marketing departments lack expertise. The system also gives sales users reports on new leads, activities of existing leads, and visits from target accounts. I’ll be watching with great interest.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

JANUARY 31, 2013

A good place to start is Marketing Management Analytics , known to its friends as MMA. But while traditional mix models look at direct correlations between advertising and sales, MMA’s current approach takes a more layered view. Outputs can show details by brand, product, region, sales channel and time period.

Marketing Mix 120

Marketing Mix Work Management Marketing Management Allocation 120

Customer Experience Matrix

NOVEMBER 5, 2009

I still suspect they will, driven by the need for ever-closer cooperation between marketing and sales teams in managing prospect relationships. Technology may impede Software-as-a-Service sales automation vendors from adding marketing automation. See Who’s Afraid of the Big, Bad Wolf? (The

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120