Customer Experience Matrix

B2B Marketers Are Buying Customer Data Platforms. Here's Why.

Customer Experience Matrix

This pushes them to look for a complete customer view that includes data from marketing automation, CRM, and additional systems like Web sites, social media, and content marketing. I’m currently drafting a paper on use of Customer Data Platforms by B2B SaaS marketers.

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BlueVenn Bundles Omnichannel Journey Management, Personalization, and Single Customer View

Customer Experience Matrix

The messages can include different forms of dynamic content including recommendations, coupons, and banners. BlueVenn has only been active in the U.S. market only since March 2016, although many U.S. marketers will recall its previous incarnation as SmartFocus.*

Trending Sources

Landscape of Machine Intelligence Systems for Marketing

Customer Experience Matrix

Some research I’ll cite at MarTech suggests that marketers split their time roughly equally between strategy and planning, program design and content creation, and data management and analytics.

2017 Retrospective: Things I Didn't Predict

Customer Experience Matrix

Daily press announcements include a constant stream of news from companies that have found some new way to accumulate data about where people are going, who they meet, what they’re buying, what they plan to buy, what content they’re consuming, and pretty much everything else. It’s the time of year when people make predictions.

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Stop Killing Your Content: 3 Reasons Your Content Falls Flat

billion on content creation Each year B2B organizations spend more than $5.2

Why Time Is the Real Barrier to Marketing Technology Adoption and What To Do About It

Customer Experience Matrix

The company is making those available to guide list selection and content personalization for both email and Web pages. I was out of the office all week, splitting my time between two conferences: Sailthru LIFT and Marketing Profs B2B Forum.

Marketers Are Struggling to Keep Up Customer Expectations: Here's Proof

Customer Experience Matrix

In a survey by personalization vendor Evergage , respondents who were already doing real-time personalization were most often basing it on immediately observable, potentially anonymous data including type of content viewed, location, time on site, and navigation behavior.

Customer Data Platforms Revisited: The Future of Marketing Data

Customer Experience Matrix

new focus on automated content creation and campaign design. Lack of skilled users and adequate content are already huge barriers to effective multi-channel marketing.

Marketing Technology of the Future: Beyond the Customer Data Platform

Customer Experience Matrix

And where will all that highly tailored content come from? You guessed it: automated content creation systems, which are more common and further advanced than you may realize. So the only piece the company can expect to own is the analytical layer – the bidding and content engines.

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth

#Personalized Mona Lisa #Marketing #Humor #Fail

Customer Experience Matrix

And, while I know that explaining something never convinces anyone that it’s really funny, I think Personalized Mona Lisa has enough serious content to justify further discussion.

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.

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

Customer Experience Matrix

The point was the difference between basing content selection on individuals and on segments. The distinction these vendors were making is between selecting content separately for each individual and selecting the same content for all members of a segment.

SalesPredict Offers Highly Automated, Highly Flexible Predictive Modeling

Customer Experience Matrix

Recommendations also draw on a common technology, whether the system is suggesting which products a customer is most likely to buy, which content they are most likely to download, or which offers they are most likely to accept.

Real Magnet Offers Complex Campaigns Withouth the Flow Charts

Customer Experience Matrix

The system integrates with major CRM and association management systems, and can access their contents to some degree.

The Marketing Landscape: Where Data and Content Merge

Understand the importance of good data and good content and how they work together to help your marketing efforts

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

Similarly, it’s no surprise to see the biggest obstacles are budget, employee skills, data quality and content. The Interwebs have delivered an unusually rich trove of data about the marketing automation industry in the past few weeks.

Future of Marketing Content: Reflections on the Content2Conversion Conference

Customer Experience Matrix

The first strand was the number of systems that offer detailed information about content consumption. Vendors including Highspot , SnapApp , Ceros , Uberflip , and ion interactive all let marketers track customer behaviors within a piece of content – such as how much time is spent on each page or even regions within a page. But I wonder how many marketers or content creators are ready to take advantage of this information.

Intent Data Basics: Where It Comes From, What It's Good For, What To Test

Customer Experience Matrix

So most third-party intent data is based on visits to Web pages whose content attracts prospective buyers of specific products. In addition, the data is aggregated by assigning the original Web content to standardized categories.

Intent 101

How Quickly Is the MarTech Industry Growing?

Customer Experience Matrix

Adtech grew a bit faster than the other categories in 2006 to 2010 and content marketing has grown faster than the average since 2006. Everyone in marketing knows there’s a lot of new marketing technology, but how quickly is martech really growing?

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales

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

Customer Experience Matrix

The contrast here is with obstacles such as creating enough content, which were cited by people who were highly satisfied, suggesting those obstacles were ultimately overcome.*

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Tealium Grows from Tag Manager to Customer Data Platform

Customer Experience Matrix

But it doesn’t do multi-step campaigns, predictive analytics, offer tracking, and supporting functions like content management. It took me an embarrassingly long time to recognize why Tealium ’s AudienceStream is just a bit odd.

Lytics Adds Marketing Recommendations to a Customer Data Platform

Customer Experience Matrix

The third step, which Lytics hasn’t yet taken, is to select the content itself. McDermot was quite adamant that the company is not in the content recommendation business, leaving that marketers’ creativity.

Amazon Buys Whole Foods: It's Not About Groceries

Customer Experience Matrix

Simply put, if the networks capture all direct customer interactions and don’t share their data with outsiders, the market for customer data platforms, journey orchestration engines, predictive analytics, content management systems, and other martech mainstays will vanish.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

Mautic Offers Free, Open Source Marketing Automation

Customer Experience Matrix

Open source has been successful in related applications including analytics (R, Jaspersoft, Pentaho), CRM (SugarCRM, vTiger) and Web content management (WordPress, Joomla, Drupal). Content building was more impressive.

MDC DOT Provides Marketing Automation for Direct Salespeople

Customer Experience Matrix

Those firms have very specific requirements for balancing central control over content and brand image with the agents’ desire for flexibility and personal client relationships. Salespeople can also set up their own contents.

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

Customer Experience Matrix

In current marketing practice, those decisions are made with a content map that plots available content against customer life stages and personas. This makes sure that appropriate content is available for each situation. So any machine-based approach to customer management has to generate personas, life stages, and content to be complete.* Automated content creation is already available to a surprising degree and will only get better.

Marketing Automation User Satisfaction: Clearly, There's Room for Improvement (and maybe a little vodka)

Customer Experience Matrix

CRM in particular has a vastly worse rating, but even email, Web analytics, and Web content management show more detractors and fewer promoters.

Seven Things Marketers Need to Know About Lead Generation

Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY

Why helpful, non-promotional content is the key to lead generation success. Lead generation is the process of attracting and converting strangers and prospects into someone who has indicated interest in your company's product or service.

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

Customer Experience Matrix

There are also some execution differences, such as creating content that is designed to elicit information about the account rather than content that’s aimed at attracting new leads from whatever company happens to show up.

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

Customer Experience Matrix

But, as BlueConic’s experience reminds us, practical marketing tasks like content creation, program flows, and result analysis are organized around groups of similar customers. I’m as fond of hearing my voice as most consultants, which is very fond indeed.

Attribution Will Be Critical for AI-Based Marketing Success

Customer Experience Matrix

Most of the content followed the arguments I made here a couple of weeks ago, about the challenges of coordinating multiple specialist AI systems. I gave my presentation on Self-Driving Marketing Campaigns at the MarTech conference last week.

Everstring Takes Another $65 Million and (More Important) Launches Predictive Ad Targeting Solution

Customer Experience Matrix

This lets marketers target messages very precisely, with key capabilities like frequency caps and content sequencing. Everstring announced a $65 million funding round and new ad targeting product on Tuesday. (It

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9 Experts Rethinking Demand Generation

How to strategically target your content and lead generation campaigns to disrupt the status quo and facilitate the sale

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

Customer Experience Matrix

If you want advanced customization, you’ll probably need a content building specialized tool. 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

If you want a real-world example, think how search engine optimization already boils down to “selling” content to the Google ranking algorithms). ‘Tis the season for predictions.

Usermind Makes Journey Orchestration Simple

Customer Experience Matrix

A key feature of Usermind is it makes integration easy by reading the contents of the source systems automatically, so any custom data elements or objects are incorporated without user effort. But there’s no predictive analytics, content creation, or message execution.

Moving On: Lessons from the B2B Marketing Trenches

Customer Experience Matrix

lots of content. We all know that content is king, but sometimes forget the king has a voracious appetite. But deploying the initial content is just the start: you then have to monitor performance, test alternatives, and periodically refresh the whole stream.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust