Can Old Database Marketers Learn Digital Tricks?

Customer Experience Matrix

Summary: Database marketing and digital marketing are more different than it seems. Yesterday’s post touched briefly on what I see as a fundamental transition between database marketing and digital marketing, and in particular on the changes that marketers and their supporting vendors must make to navigate the change successfully. Digital marketers have no such illusions about the completeness of the data they could ever hope to assemble.

Unica and Alterian Lead Database Marketers to the Digital Promised Land

Customer Experience Matrix

Here are some quick thoughts on two items: Unica ’s acquisition of paid search bid management system MakeMeTop (now mercifully renamed Unica Search) and Alterian ’s recently-released and excellent annual marketing survey. The connection is that these both support my feeling that many members of the old-line database marketing community have failed to adapt to the new world of digital marketing. Industry vendors who support them will thrive.

Marketing Automation Vendor Consolidation: Lessons from History

Customer Experience Matrix

Summary: consolidation isn't new among marketing software vendors. As I wrote in my June 30 post on consolidation among marketing automation vendors , I expect the number of competitors to shrink fairly quickly as new buyers concentrate their purchases among a handful of leading vendors. This is a natural result of a maturing market, as technology-oriented pioneers are replaced by buyers less likely to research their options in depth.

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Where is B2B data-driven marketing headed?

Biznology

Data drives B2B marketing today, and it’s a fast-evolving arena. New tools, new technologies, and most importantly, new buying behavior among businesses—these changes are accelerating the pace and driving new directions for B2B data-driven marketing. Real-time marketing gets real.

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Picking A Provider? Meet BERQ.

Modern Marketing

Or perhaps you’re in the market for lead management solutions. For a marketing agency, you could look at the turn round time to complete a task and how big of a bite it will take out of your budget. by Anna Glushkovsky | Tweet this. You might need to buy a car.

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Customer Data Platforms Revisited: The Future of Marketing Data

Customer Experience Matrix

It’s nearly two years since I introduced the concept of a Customer Data Platform , defined as a marketer-controlled system that builds a multi-source customer database and exposes it to external execution systems. Vendor Categories So far so good, but it’s really just theory.

Lists and the Rest of the Story

ViewPoint

Finally, vendors simply get away with selling sub-optimal lists. It was a relatively expensive list and the vendor guaranteed 100% deliverability. Testing is extremely important if you use marketing automation. Read this blog (published by CMO by Adobe) for more information about calibrating and validating marketing automation. Database MarketingThere is no such thing as a good list.

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Lists and the Rest of the Story

ViewPoint

Finally, vendors simply get away with selling sub-optimal lists. It was a relatively expensive list and the vendor guaranteed 100% deliverability. Testing is extremely important if you use marketing automation. Read this blog (published by CMO by Adobe) for more information about calibrating and validating marketing automation. Database Marketing Account-Based MarketingThere is no such thing as a good list.

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How the Answer to One Question Can Tell You How to Market Your Technology

The Point

Whether a company should predominantly use inbound or outbound marketing; 2. I’ll explain: For a company selling a commodity-type product, or close to it, there’s little need to educate the market on why a particular company needs that product.

6 thorny data problems that Vex B2B marketers, and how to solve them

Biznology

Business-to-business marketers are plagued by data problems. Our legacy databases are not as robust as we need. Data entered by our sales people ends up as mush in our database. Test a few vendors to find the one that works best with your data.

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

Customer Experience Matrix

I’m currently drafting a paper on use of Customer Data Platforms by B2B SaaS marketers. That’s not surprising, since retailers have always been among the data-driven marketers. But there's another reason B2B marketers have been uncharacteristically slow adopters when it comes to CDPs.

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B2B prospecting data just keeps getting better

Biznology

B2B marketers typically select targets from prospecting lists based on such traditional variables as industry, company size, and job role/title. In fact, you might say that business marketers now have access to prospecting data as rich and varied as that available in consumer markets.

Marketing Big Data: Start this Year with a Plan

Reachforce

By now, we’ve all heard that at least 2% of our marketing leads database goes ‘bad’ every month. You’ve got new program plans and a data update will help to align to your target market and tag your target personas as these programs are kicking off. A data refresh will also enable you to leverage your inbound marketing to drive your marketing automation and outbound strategies. Being Thoughtful in our marketing.

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Understanding Relationships Within the Marketing Technology Landscape

Customer Experience Matrix

chiefmartec *, last week published a terrific Marketing Technology Landscape Supergraphic organizing nearly 1,000 vendors into 43 categories and six major classes. Scott Brinker, a.k.a.

My Leads Went Where??! – Lead Generation Horror Story #1

Reachforce

And when lead flow slows to a trickle, this sets off an understandable panic in the marketing corner. A new vendor? B2B Lead Generation Database Marketing inbound leads landing page optimizationIn the day to day challenge of lead generation, numbers matters.

Beware of dubious data providers: a 9-point checklist

Biznology

As a B2B marketer, I am always interested in new customer data sources, so I feel compelled to at least give them a listen. So, over time, I have come up with a 9-point assessment strategy to help marketers determine the likely legitimacy of a potential vendor, using approaches that can be replicated by anyone, at arm’s length. So, to get to the point, here is my list of yes/no questions, which can be examined fairly easily, without any direct contact with the vendor.

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Claritix Assembles Marketing Data for Analysis: Maybe That's Enough

Customer Experience Matrix

Most of the work in any marketing analytics project is integrating data from multiple systems. The system has prebuilt connectors to import data from popular vendors including Salesforce.com , Marketo , Hubspot , SAP , SugarCRM , and Facebook.

Reltio Makes Enterprise Data Usable, and Then Uses It

Customer Experience Matrix

I’ve spent a lot of time recently talking to Customer Data Platform vendors, or companies that looked like they might be. That puts it more in the realm of Master Data Management, except that MDM is highly technical while Reltio is designed to be used by marketers and other business people. It can work with data from multiple sources, relying on partner vendors such as SnapLogic and MuleSoft for data acquisition and Tamr , Alteryx , and Trifacta for data preparation.

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“Sirius” About Marketing Operations

Modern Marketing

When research firm SiriusDecisions held its first summit six years ago, the term marketing operations was a barely formed thought in the b2b world. “It Jonathan Block, of SiriusDecisions, says marketing operations is a fast-growing role. by Jesse Noyes | Tweet this.

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Clarifying the Differences Between Database and Digital Marketing

Customer Experience Matrix

Summary: Database and digital marketing are both data-driven. post described the different mindsets of database and digital marketers but it was pretty short on differences between the two marketing methods themselves. DB or Not DB Database marketing is built around a marketing database that contains addressable, identifiable individuals. The consolidated database is the heart of the database marketing concept.

Entiera Offers Consumer Marketing Automation Software as a Service

Customer Experience Matrix

Summary: Entiera is a sophisticated consumer marketing automation system, offered as a service and at a lower price than conventional competitors. Entiera Insight is a marketing automation system primarily for companies that sell to consumers. I’m highlighting this because most of my recent posts have been about B2B marketing automation (demand generation) systems, and the two types of systems are quite different. This is unusual among consumer marketing automation vendors.

Aprimo Marketing Studio Supports Sophisticated Business Marketers

Customer Experience Matrix

Summary: Aprimo Marketing Studio offers powerful features in an on-demand system for sophisticated business and consumer marketers. When I wrote about Aprimo Marketing Studio in a post last August , I was impressed by the scope of the product but reserved judgment because it hadn’t yet been launched. Like Aprimo itself, Marketing Studio is a bit of an oddity because it serves both business and consumer marketers. System scope also extends to inbound marketing.

Why RFPs Are Not Right for Everyone (and When You Still Need Them)

Customer Experience Matrix

The traditional process for selecting software involves gathering requirements, embedding these in a Request for Proposal, sending the RFP to qualified vendors, and making a decision based on the replies. In any event, RFPs are widely detested by vendors who often do huge amounts of work without knowing whether their efforts will be rewarded or even taken seriously. Tooker makes this case in his usual colorful fashion in his book The Business of Database Marketing.

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New Response Databases - Valuable Resource for B2B Marketers?

ViewPoint

Today we're honored to have guest blogger Ruth Stevens share her thoughts on database marketing. Marketers might ask, “Am I getting all the mid-sized law firms in the greater Chicago area?

Oracle Named a Leader for 5th Consecutive Year in Gartner Magic Quadrant for CRM Lead Management

Modern Marketing

Digital marketers are in a constant battle between driving leads and managing their CRM systems. Gartner’s CRM Lead Management report assesses the industry’s leading Marketing Automation platforms.

When Behavioral Tracking Gets Creepy

Webbiquity

Online behavioral tracking , in theory, is beneficial to both marketers and consumers. When marketers can track a web user’s behavior (anonymously) within a website or across certain ad network properties, they can serve up ads that are aligned with the user’s apparent interests.

Sales Operations Instant Lead Routing Technology Advances

Reachforce

SmartForms is designed to optimize results for each customer – it works with any marketing automation system and any CRM – and the data enrichment ties into how each sales or marketing operations team works. Marketing and Sales Funnel sales lead routing sales operations

Inbound Marketing Alone May Not Be Enough for Industrial Companies

Industrial Marketing Today

Inbound marketing with content has been getting all the attention lately. Consultants and practitioners of “pull” marketing want marketers to abandon “push” marketing because they say it is old school and no longer effective. Ergo, these people are too busy at work and couldn’t be bothered with anything that is deemed as interruption marketing. They know what they need and are looking at vendor sites for specific information.

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

Customer Experience Matrix

market only since March 2016, although many U.S. marketers will recall its previous incarnation as SmartFocus.* The Venn in BlueVenn The unified database process, a.k.a. The vendor is also integrating with the R statistical system for predictive models and scoring.

MarketingPilot Offers Integrated Marketing Management for Mid-Size Companies

Customer Experience Matrix

Yesterday's acquisition of AssetLink by SAS has prompted me to finally write about MarketingPilot , a vendor I've been following since its launch nearly ten years ago. MarketingPilot started as an operations management tool for mid-size direct marketers, with features for project management, list and media buying, source code tracking, expense capture, and vendor management. marketing automation marketing resource management marketingpilot demand generation

The Artificial Intelligence Impact: Friend or Foe to Marketing?

Act-On

Marketing, like most other fields, will feel AI’s impact in several areas, including database marketing techniques, search queries and search engine optimization (SEO), personalization, predictive customer service, sales forecasting, customer segmentation, pricing, and many others.

More Surveys Agree: Web and Non-Web Data Must Be Integrated

Customer Experience Matrix

It’s not that I’m obsessive, but just to gnaw a bit more on last week’s bone about the coming unification of Web and other marketing data. - a recent survey sponsored by enterprise marketing automation vendor Unica found that “integration with other marketing solutions” was the most commonly cited web analytics challenge (46%). So clearly data and system integration are indeed primary concerns for multi-channel marketing.

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Lead Gen: A proposed replacement for BANT

B2B Lead Generation

Tweet According to the MarketingSherpa 2012 Lead Generation Benchmark Report , 24% of marketers ask a timeline-to-purchase question on their lead capture forms. I suspect marketers do so because they have heard about “BANT qualified leads” and apply these criteria to Web forms.

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Sales Operations Instant Lead Routing Technology Advances

Reachforce

Working in concert with marketing automation systems like Marketo, Eloqua, Pardot, Hubspot, Silverpop and Act-On and CRMs like Salesforce and Microsoft Dynamics, no matter how teams route their sales leads, the SmartForms data is automatically added to marketing and sales databases, triggers routing workflows and speeds leads to the correct person, eliminating time consuming and potentially delay-inducing handling steps.

ExactTarget Survey: Lack of Skills Slows Growth of Digital Marketing

Customer Experience Matrix

Summary: a new survey from ExactTarget shows that digital marketing is growing faster than database marketing or mass media, and that agencies have a harder time adding digital capabilities than their clients.

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Marketo Conference: Small Changes, Big Picture

Customer Experience Matrix

Marketo wrapped up its three day Marketing Nation conference yesterday, having once more displayed its own marketing prowess by attracting national media attention (see here and here ) with an appearance by Hillary Clinton. It’s the core foundation to all aspects of marketing success.

Acxiom Uses Social Media Data to Segment Email Lists

Customer Experience Matrix

Summary: Acxiom's new social media marketing tool gathers public data about social media links and uses it to segment email lists. It's a different, and arguably more practical, approach to helping marketers take advantage of social media. Acxiom last week released a new “social media marketing” solution called Relevance-X Social. So Acxiom has taken its own database of more than 500 million email addresses and found the connections for each.

Customer Centricity Isn't Marketers' Major Concern--Yet

Customer Experience Matrix

Contrary to my initial impression that “customer centricity” was the major topic at the National Center for Database Marketing conference this week, a close look at the program shows just four of the 45 sessions had this as their focus. But the larger point remains: even though people have been building database marketing systems for many years by now, it’s still hard and there are always new technologies to incorporate. Reality can be so annoying.

Coremetrics Survey: Online Marketers Eager to Consolidate Data Across Channels

Customer Experience Matrix

Summary: a survey sponsored by Coremetrics shows that online marketers are eager to merge data from multiple sources. This is the long-term solution to closing the gap between database and digital marketers. database) marketers and Web (i.e.,

Survey 156

Dueling Strategies: Adobe and Oracle Take Opposite Paths to Customer Experience Management

Customer Experience Matrix

Adobe describes its scope as nothing less than optimizing customer experience and marketing spend across the entire customer journey, from first learning about a company through validation, purchase decision, product use, and commitment. Nor does Adobe manage the underlying customer database, marketing campaigns, or deep analytics. Either way, marketers will certainly need other vendors' products to manage their full customer relationships.