Customer Experience Matrix

article thumbnail

6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

The advantage of Web site activity is it finds companies early in the buying cycle, when they are most open to considering new vendors. It’s important to clarify that 6Sense doesn’t receive individual contact information from its Web site partners; instead, Web site data is aggregated by company.

article thumbnail

New White Paper and Eloqua Prospect Profiler

Customer Experience Matrix

Despite its origins, the paper itself is quite generic and I think makes a valid argument: basically, that salespeople have less contact with prospects today because the prospects can gather so much information on their own. At a minimum, it keeps the company in the consideration set during the early stages of the buying cycle.

Eloqua 120
Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

article thumbnail

Clarifying the Differences Between Database and Digital Marketing

Customer Experience Matrix

By “addressable”, I mean there is information such as a mailing address or phone number that lets the marketer contact the individual. By “identifiable”, I mean information is available to link data about the same individual from multiple sources. Digital marketing does not use a database of addressable, identifiable individuals.

article thumbnail

Four Must-Have Metrics for Marketing Measurement

Customer Experience Matrix

Proper measurement must track through the end of the buying cycle, since a program’s impact on early stages might vanish or even be reversed at later stages. The information is used to project future behaviors, to identify problem stages, to track changes in stage performance, and to compare the effects of marketing programs.

article thumbnail

5 Steps to Marketing Measurement Maturity

Customer Experience Matrix

The result is both a more detailed understanding of the buying process and a way to decide which treatments are most valuable. Meeting these requirements implies capturing more information about leads, including static attributes (company, job title, etc.) and behaviors such as Web site visits and email responses.

article thumbnail

Prediction: Statistical Methods Will Replace Conventional Rules for Marketing Decisions

Customer Experience Matrix

My particular insight, if it is one, is that consensus has crystallized within the past month that marketing now remains dominant much deeper into the buying cycle, and that sales and marketing must work much more closely together as a result. Rules can’t deal optimally with that much information.