Customer Experience Matrix

Predictive Marketing Vendors Look Beyond Lead Scores

Customer Experience Matrix

Infer plans to also recommend the best offer for each group, although this is not in the last week’s release – which is available today to current clients and will be opened to non-customers in early 2016.

3 Insights to Help Build Your Unified Customer Database

Customer Experience Matrix

The same split applies to what people would consider helpful in build in building a single customer view: people who consider the single view important are most interested in best practices, case studies, and planning assumptions – i.e., building a business case.

Can Customer Data Platforms Have Decision Functions? Discuss.

Customer Experience Matrix

In tractor terms, they need the best motor possible for power applications and have other machines for tasks like pulling a plow. 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.

Martech At The Crossroads: Agility or Simplicity?

Customer Experience Matrix

that may not have the best features for any particular function but offer a broad range of capabilities. When the purchase is made by individual marketers focused on their own needs, the best features will win and small, innovative martech vendors can flourish.

Vendor 100

Secrets to Successful B2B Webinars

This best practice guide covers a variety of elements surrounding successful webinar strategy and execution

Customer Data Platforms Revisited: The Future of Marketing Data

Customer Experience Matrix

That coordination involves three basic tasks: gathering and unifying customer data from all sources; using that data to select the best treatment for each interaction; and delivering those treatments through the appropriate channel systems.

#Personalized Mona Lisa #Marketing #Humor #Fail

Customer Experience Matrix

There are many times when the consumer has a specific purpose and is best served when personalization helps her accomplish it quickly and easily. Yet this person who was effectively anonymous in life has now become literally the best known face in the world.

How Many Ads Per Day Do You See? Fewer Than It Seems (I Think)

Customer Experience Matrix

The 362 is nowhere near the widely cited figure of 5,000 per day, although the origins of that are mysterious at best. My cliché detector starts chirping as soon as anyone says today’s marketers face more competition than ever before.

CPM 111

Self-Driving Marketing Campaigns: Possible But Not Easy

Customer Experience Matrix

That lets it make the best choice in each situation, taking into account many more factors than humans can build into conventional decision rules.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

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.

The World May Be Ending But, If Not: 3 Tips To Be a Better Marketer in 2017

Customer Experience Matrix

In an ideal world the gatekeepers would constantly scan the market to find the best products for each customer. They'd offer less selection and favor suppliers who give the best deal to the gatekeeper itself.

New Paper -- Which Social Media Marketing Methods Are Best For You?

Customer Experience Matrix

The actual mechanics of relating these factors are something you’ll best understand by downloading the paper. I’ve long been intrigued by the notion that complex business decisions can be reduced to relatively simple rules of thumb.

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Marketing Automation Buyer Survey: Many Myths Busted but Planning is Still Key to Success

Customer Experience Matrix

And if you really care about marketing automation success, tilt the odds in your favor by buying the full report. __ * I really struggled to find the best way to present this data.

Survey 118

Which B2B Marketing Automation Features Actually Get Used? Here's Some Data.

Customer Experience Matrix

One anomaly worth noting is that while the chart below shows lead nurturing as more common than lead scoring, the order is reversed among best-in-class and laggards.

Is MarTech Is Too Important To Leave To The Marketers?

Customer Experience Matrix

Still, there’s no real reason to doubt that marketers are the best judges of what they need. I’m still pondering the relationship between marketing and IT : what it is, will be, and should be.

Walker Sands / Chief Martech Study: Martech Maturity Has Skyrocketed

Customer Experience Matrix

I have no problem accepting this one: 21% of respondents said they use a single-vendor suite, while 69% had some sort of multi-vendor approach (27% integrated best-of-breed, 21% fragmented best-of-breed, 21% limited piecemeal solutions).

MDC DOT Provides Marketing Automation for Direct Salespeople

Customer Experience Matrix

The redirection works best when the corporate Web site and the salespeople’s microsites are all on a subdomain hosted by MDC Dot. I briefly mentioned MDC Dot in an earlier blog post about giving sales people access to marketing automation capabilities.

Amazon Buys Whole Foods: It's Not About Groceries

Customer Experience Matrix

Either way, you have a society whose tribes that are mutually unaware at best and actively hostile at worst. Let’s put aside the deeper social implications of all this, in the best tradition of “other than that, how did you like the play, Mrs. Lincoln?” The best way to do this is to have members delegate as many decisions to the network as possible, starting with things like subscriptions for restocking groceries and on-demand transportation.

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. The approach is to define a promotion calendar, pick product themes for each promotion, and then select the best offers within each theme for each customer.

Marketo Conference: Is Predictive Modeling The Future of Marketing Automation?

Customer Experience Matrix

Both examples suggest replacing marketer-created rules to guide customer treatments with predictive systems that select the best action in each situation. At the most abstract, marketing involves picking the best customer treatment in each situation. Marketo held its annual Marketing Nation Summit this week, hosting 4,000+ clients and partners. The event seemed relatively subdued for Marketo – I didn’t spot one costumed character – but the over-all atmosphere was positive.

Why Designing Your Marketing Technology Stack is a Waste of Time

Customer Experience Matrix

Once the machines had been optimized for electric motors, and factories had been redesigned to make the best use of this new configuration, the pace of change slowed down. Applications then evolve into something completely different as people uncover the best ways to use the new technology.

FlipMyFunnel Conference on Account-Based Marketing Comes to Austin on June 7

Customer Experience Matrix

This may not sound very significant but many marketing automation databases didn’t even have a distinct account object until recently, making account-based analysis difficult and unreliable at best.

BlueConic User-Driven Marketing Maturity Model: Surprises on the Road to Customer-Centric Marketing

Customer Experience Matrix

I’m as fond of hearing my voice as most consultants, which is very fond indeed.

Predictive Analytics: Should Automated Content Selection Work by Segment or Individual?

Customer Experience Matrix

Segment-based systems work best when only a few choices are available. Two vendors made the same point with me this week, which is reason enough for a blog post in mid-July. The point was the difference between basing content selection on individuals and on segments.

Guide to ABM Vendors: What's in a Complete ABM Stack?

Customer Experience Matrix

If you do want help, you can start by hiring a scoring vendor to identify your best target accounts. Yesterday’s post announced our new Guide to ABM Vendors , which helps marketers make sense of the confusing variety of ABM-related systems. The post describes our framework of four ABM process steps, six system functions that support those steps, and six sub-functions that are hardest to find.

Future Marketing: Will Machines Take Over Half the Consumer Economy?

Customer Experience Matrix

‘Tis the season for predictions. I’m not going to plague you with any new ones right now, but did want to expand a bit on the long-term vision I’ve been talking about in speeches and described briefly last July as “robotech”.

Attribution Will Be Critical for AI-Based Marketing Success

Customer Experience Matrix

In essence, each customer has a personal robot following her around, figuring out what’s best for her alone, and then calling on the other robots to make it happen. I gave my presentation on Self-Driving Marketing Campaigns at the MarTech conference last week.

True Influence InsightBASE Simplifies Use of B2B Intent Data

Customer Experience Matrix

InsightBASE also differs from predictive marketing vendors who use intent data as inputs to their scoring systems and in some cases also provide lead lists: although predictive models almost surely do a better job of isolating the best prospects than InsightBASE’s simple profiles plus surge tracking, the models add considerable cost and complexity. Intent data is one of hottest topics in marketing today – see, for example, Oracle’s recent purchase of AddThis.

New Marketing Automation Options for Small Business in the VEST Report

Customer Experience Matrix

Beyond that, dbSignals uses the machine learning results to “reserve” the best prospect names for each client in advance of campaign selection. I’m revving up for the next edition of our B2B Marketing Automation Vendor Selection Tool (VEST) report, which will include six first-time entries.

Moving On: Lessons from the B2B Marketing Trenches

Customer Experience Matrix

Again, such comparisons are widely acknowledged as a best practice: my point here is they have immediate practical value, so they shouldn't just be relegated to the list of “nice but not necessary” things that no one ever quite gets around to doing.

A Tale of Two Sittings: Best of Times with HubSpot and Teradata

Customer Experience Matrix

Just be glad I don’t review housewares, or this could be about rating knives and forks: A Tale of Two Settings: It Was The Best of Tines, It Was The Worst of Tines. Yes, that title is a pun on Dickens’ Tale of Two Cities.

New Frontiers in Data Driven Marketing

Customer Experience Matrix

Location- and context-aware programs are another aspect: the potential is obvious even though it’s not yet clear how to best exploit it.

Will Machines Replace Marketers? Artificial Intelligence Isn't Ready Yet But Watch Your Back

Customer Experience Matrix

But while there are plenty of systems that predict the “next best message” or recommend what content the user is most likely to select, no one seems to have taken the obvious next step of using AI to design the best message sequence and refine it over time through automated testing.

LinkedIn Buys Fliptop: Why Account Based Marketing and Predictive Analytics Are a Natural Fit

Customer Experience Matrix

This could mean selecting the best people to reach within targeted accounts or selecting the most effective ad placements to reach those accounts. Predictive analytics vendor Fliptop today announced its acquisition by B2B social network LinkedIn.

Future of Marketing Content: Reflections on the Content2Conversion Conference

Customer Experience Matrix

And, on the way to the airport, I caught up with Idio , another system that automatically analyzes content and picks the best match for each individual – although Idio doesn’t do any content creation or dynamic customization. I also have one other observation, which was totally unexpected (the best type!). I spent the early part of this week at Demand Gen Report 's Content2Conversion conference.

Terminus Offers Targeted Display Ads for B2B

Customer Experience Matrix

Despite my best efforts, and much cooperation from Adobe, I’m sure it still misses many nuances of how Adobe components do or don’t work together. The system automatically monitors response and optimizes its bids to get the best results within a company’s campaign budget.

Oracle Buys Eloqua: Winners and Losers for B2B Marketing Automation

Customer Experience Matrix

It seems more likely that Oracle will slow down Eloqua enhancements as it evaluates the product’s direction and decides how to best integrate existing Oracle technologies. Oracle announced today that it has agreed to purchase B2B marketing automation leader Eloqua for $23.50

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ZenIQ Account Based Marketing System Maps Buying Centers, Finds Data and Exection Gaps, and Recommends Actions to Fill Them

Customer Experience Matrix

These correlations will be the basis for recommending the next best action for each account. When I first starting thinking about Account Based Marketing, I assumed that an ABM system would let marketers replicate at scale how sales teams manage key accounts: that is, to analyze each account in depth, set goals specific to that account, and then execute against those goals.

Pega Customer Decision Hub Offers High-End Customer Journey Orchestration

Customer Experience Matrix

The current incarnation of Customer Decision Hub ihas six components: Predictive Analytics Director to build offline predictive models, Adaptive Decision Manager to build self-learning real-time models, Decision Strategy Manager to set rules for making decisions, Event Strategy Manager to monitor for significant events, Next Best Action Advisor to deliver decisions to customer-facing systems, and Visual Business Director for planning, simulation, visualization, and over-all management.