Customer Experience Matrix

JUNE 9, 2009

Summary: Marketo's new Sales Insight ranks prospects for sales people, based on recent Web and email activities. It lets Marketo sell seats to sales departments, which could be more lucrative than selling its core demand generation system. But I expect the sales automation vendors to take the business for themselves.

Marketo 120

Marketo Work Management Marketing Automation Services Eloqua 120

Customer Experience Matrix

JUNE 27, 2021

Remember the growth in marketing and sales technologies was due mostly to the fact that marketing and sales teams could often buy what they wanted as a Software-as-a-Service subscription, with little or no involvement of the central IT team. Privacy rules created a parallel pressure for corporate-level involvement.

Work Management 296

Work Management Marketing Management Buy Ad Building 296

Customer Experience Matrix

FEBRUARY 3, 2020

Events in the past six months (stretching a bit to include early January 2020) include seven new funding rounds, three acquisitions of CDP vendors, four acquisitions by CDP vendors, and four asset sales by CDP companies. What’s particularly intriguing is the industry position of the firms in these deals.

Buy 240

Buy Work Management Marketing Management Acquisitions 240

Customer Experience Matrix

OCTOBER 27, 2006

- Access Markets International (AMI) Partners ( www.ami-partners.com ) published “Mid-Market CRM: Vendor Strategies for a New Frontier”, which found only 35% of mid-sized companies have an existing CRM installation. They are certainly not conventional CRM since they integrate with other sales and service products.

CRM 120

CRM Marketing Automation Services Marketing Management Vtrenz 120

Customer Experience Matrix

JANUARY 9, 2007

But customers really interact with companies: they interact with a company’s brand. Think of the brand as a mask that the company wears when dealing with customers. One company can have many masks, which each appear different to consumers. Sometimes a company will be selling its products directly, but often it will not.

Companies 120

Companies Brand Identity Branding Cross-Selling 120

Customer Experience Matrix

JANUARY 27, 2021

They have their sights set on providing a communications layer to support all customer-facing operations, including sales and service. In both visions, companies construct their own, highly customized collections of systems that are perfectly tailored to their needs. Still a suite, but a different kind.

Marketing Automation Services 270

Marketing Automation Services Enterprise Management Marketing Management Lead Ranking 270

Customer Experience Matrix

DECEMBER 13, 2020

Bear in mind that live events are often the most important new business source for B2B marketers, so major changes in how they work will ramify throughout the marketing and sales process. A closely related subplot is continued security breaches as companies fail to secure their data despite best efforts. remote work is here to stay.

Marketing AI 367

Marketing AI Privacy Peer-to-peer Amazon 367

Customer Experience Matrix

MARCH 9, 2020

Growth there began in 2017, paused as companies worked to meet the GDPR deadline of May 2018, and then resumed. Maturity can be measured by understanding of CDP, adoption levels, and the speed of sales cycles. Most CDP sales in France are made by French vendors, who sell little outside of France. and most mature.

Work Management 177

Work Management Marketing Management Vendors Paid Search Agency 177

Customer Experience Matrix

OCTOBER 27, 2019

SessionM/Mastercard: most CDP acquisitions have been made by companies that are not primarily marketing software vendors. For marketers, these deals mean their companies gain new options for access to a CDP. This is especially true for small and mid-size businesses that might lack the resources to buy and integrate a CDP on their own.

Enterprise Management 257

Enterprise Management Work Management Marketing Management Paid Search Agency 257

Customer Experience Matrix

FEBRUARY 18, 2018

company-owned) personally identifiable information and use deterministic matching to ensure accurate linkages. Most obviously, it raises companies’ awareness of customer data management, which is the core CDP use case. At most, they'll need to retool their sales and marketing. In particular, CDPs focus on first party (i.e.,

Enterprise Management 189

Enterprise Management Work Management Marketing Management Privacy 189

Customer Experience Matrix

DECEMBER 16, 2018

A cynic might argue the reason is that companies have developers on staff and need to keep them busy. New Industries Most early CDPs were deployed at retail and publishing companies. But the nature of software products is to expand their functions. I like to think of it as a challenge. In itself, this progression isn’t news.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

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.** Whether the vendor provides lists of individuals as well as companies. It returns individual names as well as companies. I wrote about them in June 2013.

Lead Ranking 120

Lead Ranking Work Management Marketing Management Lead Scoring 120

Customer Experience Matrix

AUGUST 28, 2014

I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web. We also clarified that users can extract company-level profiles including attributes (industry, revenue, etc.) and key activities (Web site visits, topics researched) and scores at both company and individual levels.

Lead Ranking 120

Lead Ranking Activities Lead Scoring Marketing Automation Services 120

Customer Experience Matrix

NOVEMBER 14, 2016

Maybe it's me, but the show seemed to lack some of its usual self-congratulatory excitement: for example, CEO Brian Halligan didn’t present the familiar company scorecard touting growth in customers and revenues. (A A quick check of financial reports shows those are just fine: the company is expecting about 45% revenue increase for 2016.)

Marketing Automation Services 0

Marketing Automation Services Hubspot Conference Marketing Automation 0

Customer Experience Matrix

JUNE 11, 2019

Salesforce bought Tableau so it can “play an even greater role in driving digital transformation, enabling companies around the world to tap into data across their entire business and surface deeper insights to make smarter decisions, drive intelligent, connected customer experiences and accelerate innovation”. .

Enterprise Management 253

Enterprise Management Marketing Management Analytics Acquisitions 253

Customer Experience Matrix

MARCH 12, 2017

Thomas Wieberneit argues in a thoughtful blog post that companies need one platform for consolidated customer data, but that Customer Data Platform isn’t it because the CDP is “marketer-controlled” by definition, and thus doesn’t support other departments. This hits a nerve. So there’s no technical reason to limit CDPs to marketing.

Enterprise Management 184

Enterprise Management Work Management Ideal Customer Profiles Marketing Management 184

Customer Experience Matrix

NOVEMBER 18, 2018

The irony-impaired managers of the Association of National Advertisers (ANA) seem to have taken this as serious advice, last week announcing creation of a “Center for Brand Purpose” that will help companies publicize their social purpose. There are other, more parochial reasons for some companies to take strong policy positions.

Paid Search Agency 192

Paid Search Agency Advertising Agencies Privacy Protection Work Management 192

Customer Experience Matrix

MARCH 4, 2018

This study from Econsultancy suggests the difference is overstated if it exists at all: 9% of European countries reported a highly integrated tech stack, barely under the 10% figure for North American companies. Almost half the U.S. respondents believe GDPR wouldn’t affect them, even though GDPR applies globally.)

Work Management 212

Work Management Marketing Management Allocation Paid Search Agency 212

Customer Experience Matrix

JUNE 13, 2016

It gives Microsoft access to a rich trove of personal and company information, something it didn’t have before (although Microsoft probably collected more personal and company data than most of us realize). If nothing else, this confirms the foundational role of data and data management in marketing and sales technologies.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Linkedin 120

Customer Experience Matrix

SEPTEMBER 8, 2017

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. B2B marketers have traditionally focused on acquiring new leads, leaving the rest of the customer life cycle to sales, account, and customer success teams.

Marketing Automation Services 168

Marketing Automation Services Buy Work Management B2B Marketing 168

Customer Experience Matrix

MARCH 13, 2018

Payments are made via a crypto-token which is on sale as I write this. Nucleus Vision is also in the midst of its token sale. It rewards customers with yet another crypto-token (on sale in late April) for marketer-selected behaviors. Sales started yesterday (March 12) and are set to close by April 23.

Personalization 120

Personalization Ad Exchange Mobile Advertising Loyalty 120

Customer Experience Matrix

JUNE 25, 2012

In most configurations, leads are created in marketing automation and later transferred to Sales, which creates an opportunity that eventually becomes a closed sale with revenue attached. When Sales creates the opportunity, it often links it to a contact record other than the original marketing lead. But – spoiler alert!

Activities 120

Activities Allocation Paid Search Agency Work Management 120

Customer Experience Matrix

JANUARY 4, 2012

The list of independent marketing automation systems shrank by one yesterday when Leadformix was purchased by sales enablement vendor CallidusCloud for $9 million. While its feature list covers all the usual marketing automation categories, the company's real focus was always on providing the most useful information to sales people.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

AUGUST 22, 2013

Like the others, Infer builds a proprietary database of pretty much every company on the Internet by scanning Web sites, blogs, social media, government records, and other sources for company information and relevant events. Infer gathers the individual detail needed for such profiles, but has decided so far not to make them available.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Ideal Customer Profiles 120

Customer Experience Matrix

JULY 1, 2012

I wrote last week about the difficulty of linking marketing leads to sales results. The practical use of lead scoring is to decide which leads to pass from marketing automation to sales, or, even more pragmatically, to predict which leads will be accepted by sales.*

Lead Ranking 120

Lead Ranking Lead Scoring Sales Qualified Leads Budget Programs 120

Customer Experience Matrix

JANUARY 20, 2016

InsightBASE monitors intent signals – in the form of visits to Web pages with relevant content – and notifies clients when there is surge in activity for companies on a target list. The notifications can be loaded as lists into a marketing automation or CRM system, where they can trigger advertising, sales calls, or other actions.

Intent Data 120

Intent Data Intent Lead Ranking Marketing Automation Services 120

Customer Experience Matrix

JUNE 27, 2014

Like all the others except ReachForce, the company builds a master database of information about businesses and individuals by scanning the social networks, company Web pages, job sites, paid search spend, search engine page rank, and other sources. So what makes Fliptop different from its competitors? Infer takes a similar approach.)

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Reachforce 120

Customer Experience Matrix

JUNE 13, 2016

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. The company reports 11 current clients.

Account Based Marketing 120

Account Based Marketing Marketing Automation Services Work Management Marketing Management 120

Customer Experience Matrix

AUGUST 13, 2013

As I noted in a post last year , there is a universe of specialized marketing automation systems for companies that sell through channel partners. is there someone else at their company to talk to? did they eventually buy? is there something else they might purchase?

Marketing Automation Services 120

Marketing Automation Services Advertising Agencies Marketing Management Marketing Automation 120

Customer Experience Matrix

AUGUST 22, 2016

(To put things in a broader context, “external data” can be contrasted with “internal data”, which comes from a company’s own systems for CRM, marketing automation, Web analytics, order processing, customer support, etc. External data may seem like a commodity – after all, all vendors have access to pretty much the same sources.

Enterprise Management 120

Enterprise Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

MARCH 7, 2014

Nor does it hurt that I enjoy their corporate sense of humor – see their recent announcement of integration with Wistia for video display, featuring 9-year-old “Girl CEO” Phoebe Ray, daughter of the company founder. This makes it one of the industry''s larger vendors, although the company has kept a relatively low profile.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Work Management Marketing Management 120

Customer Experience Matrix

OCTOBER 17, 2014

The most impressive demonstrations were operational processes such as remote order-taking and customer support, which are far removed from traditional sales automation. This is no longer a new thought, but few companies have actually done it. That’s important to everyone, not just Salesforce geeks. Winners will; losers won’t.

Analytics 120

Analytics Process Salesforce.com Allocation 120

Customer Experience Matrix

JULY 27, 2018

The reason that CDPs are not used outside of marketing is that companies fail to fund enterprise-wide customer databases, not that CDPs can’t deliver such databases. It seems that author Andy Hunn’s main message is that marketers need the combination of anonymized third party data and survey panel results offered by his own company, Resonate.

Enterprise Management 149

Enterprise Management Work Management Marketing Management Vendors 149

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

JULY 3, 2018

Yesterday brought news that Acxiom had agreed to sell its marketing services business to Interpublic Group , a major ad holding company, for $2.3 The company grew to do all sorts of list processing, to manage custom marketing databases, to do identity resolution and to provide data enhancements for marketing lists.

Work Management 120

Work Management Marketing Management Paid Search Agency Advertising Agencies 120

Customer Experience Matrix

AUGUST 6, 2013

There’s nothing especially new about marketing service providers offering this type of service, but RightWave does it at a price point – starting as low as $60,000 per year – that is comparable to what a good-sized company would pay for most marketing automation systems alone. I’ll be watching with great interest.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

MAY 21, 2015

I do suspect that at least part of the reason for the distinction is internal: the omni-channel products are based on Teradata’s original marketing automation products, Aprimo and Teradata Relationship Manager, while the digital products are based on eCircle email the company purchased in 2012. Fair enough.

Resource Management 120

Resource Management Hubspot Marketing Automation Services Enterprise Management 120