Customer Experience Matrix

3 Insights to Help Build Your Unified Customer Database

Customer Experience Matrix

The goal was to assess the current state of customer data unification and, more important, to start exploring management practices that help companies create the rare-but-coveted single customer view. But it’s a rich set of data so this post will highlight some other helpful insights.

Rating the Crowd-Sourced Marketing Software Review Sites

Customer Experience Matrix

Looking beyond selection tools: most sites supplement the reviews with industry reports, buyer guides, comparison grids, and similar information to help users make choices.

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Trending Sources

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

Customer Experience Matrix

These let non-technical users put data into formats they need without the help of technical staff. 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.*

Do CMOs Really Spend More on MarTech Than CIOs? A New Study Says No.

Customer Experience Matrix

They’ll certainly need help from marketing and other customer-facing tech teams.

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

Mariana Uses Artificial Intelligence to Build Personas and Find Target Audiences

Customer Experience Matrix

Finding enough of them to be useful is a major limitation for systems that rely on machine intelligence to help target marketing messages. Users create the marketing messages, helped by Mariana’s suggestions for which topics would interest each persona.

Landscape of MarTech Vendor Directories

Customer Experience Matrix

But on further reflection, I recognized that these landscapes are really a type of directory that helps marketers find available products.

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Amazon Buys Whole Foods: It's Not About Groceries

Customer Experience Matrix

Even without any intentional effort by the network owners, members of each network will have shared experiences that separate them from outsiders: try asking an Android user for help with your iPhone. My immediate point is that marketers and technologists should be aware of these trends because they help to explain much of what’s happening today in our industry and help to prepare for what might happen tomorrow.

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

Customer Experience Matrix

My personal highlights were: - Sailthru introducing its next round of predictive modeling and personalization features and working to help users adopt them. 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

But perhaps this data will help build your business case for investments to solve the problem. How pitiful is this: My wife left me alone all last weekend and the most mischief I could get into was looking for research about cross-channel customer views.

Campaign Management Is Dead. Here's What Next-Generation Marketing Automation Looks Like.

Customer Experience Matrix

I’ll tentatively adopt the term “plays” precisely because it’s vendor-neutral and because I think most people are familiar enough with sports plays for the analogy to be helpful.

Wondering How Customer Data Platforms Relate to Other Marketing Systems? Here's a Picture

Customer Experience Matrix

It's not clear the answer helped, but it did get me thinking about clarifying with a Venn diagram. Maybe that will help. I was asked the other day about the distinction between Customer Data Platforms and Journey Orchestration Engines.

#Personalized Mona Lisa #Marketing #Humor #Fail

Customer Experience Matrix

From the consumer perspective , personalization reduces choice by determining in advance which options the consumer will find most helpful. There are many times when the consumer has a specific purpose and is best served when personalization helps her accomplish it quickly and easily.

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

Customer Experience Matrix

to remove the homeless people from their virtual world, then some of that money could fund programs to help the actual homeless people.

Marketing Technology of the Future: Beyond the Customer Data Platform

Customer Experience Matrix

It helps even more if I know you don’t already have one. This will probably require help from other systems, but make sure the monitors are as independent as possible so they’re not fooled by shared mistakes.

Real Magnet Offers Complex Campaigns Withouth the Flow Charts

Customer Experience Matrix

I recently saw a useful distinction between AI – artificial intelligence, which is machines replacing people – and IA – intelligent assistance, which is machines helping people. Real Magnet support staff is also available to set up options when clients need help.

SalesPredict Offers Highly Automated, Highly Flexible Predictive Modeling

Customer Experience Matrix

This helps users understand the model and suggests criteria for targeting increased marketing investment. This is somewhat different from predictive modeling vendors who have focused primarily on helping marketers with lead scoring.

LeadLiaison Helps Marketing Automation Users Break the Content Bottleneck

Customer Experience Matrix

In particular, LeadLiaison helps marketers create content, a critical bottleneck that is not addressed by most marketing automation systems. LeadLiaison is adding a marketing content map that will help planning by showing the inventory of available content by buyer type of purchase stage.

Hushly Helps Marketers Connect With Anonymous Web Site Visitors

Customer Experience Matrix

When this blog last left Geoff Rego in 2010 , he had just sold the assets of pioneering B2B marketing automation vendor Market2Lead to Oracle. Since then, he’s been gnawing at the bone of anonymous business leads, suspecting that there’s some way to gain value from people who are interested in a product but haven’t identified themselves to vendors. Rego has shown me a couple of approaches over the past few years, none of which quite worked out.

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News from Krux, Demandbase, Radius: Customer Data Takes Center Stage

Customer Experience Matrix

to help clients identify shared customers without exposing their entire files to each other. If Dreamforce seems a little less crowded than you expected this week, perhaps it's because I didn’t attend.

The Personal Network Effect Makes Walled Gardens Stronger, But There's Still Hope

Customer Experience Matrix

Maybe you even add helpful suggestions for where to stop for fuel or lunch. Subscriptions might offer a way to help customers escape.

Pointillist Journey Orchestration Discovers Customer Paths for Itself (Marketing Automation is Doomed, I Tell You)

Customer Experience Matrix

And on automated tools to help load unstructured data and clean dirty data. This post will resume the tour I started in March of journey orchestration engines – our new friend JOE.

Mautic Offers Free, Open Source Marketing Automation

Customer Experience Matrix

It is also putting together its own set of templates and workflows to help users get started. The product should definitely help service vendors by reducing costs for their clients, assuming the service vendors decide it’s powerful enough for their purposes.

Lytics Adds Marketing Recommendations to a Customer Data Platform

Customer Experience Matrix

But it''s still a big stride towards helping marketers make choices that otherwise depend entirely on their own expertise.

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

Customer Experience Matrix

Yesterday’s post announced our new Guide to ABM Vendors , which helps marketers make sense of the confusing variety of ABM-related systems. If you do want help, you can start by hiring a scoring vendor to identify your best target accounts. Everything in between is optional but helps to make your work easier and more effective.

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

Customer Experience Matrix

Those struck me as strategically valuable, helping to secure Marketo’s place at the center of its users’ customer management infrastructure. It also probably helps that people buying predictive systems are generally more sophisticated marketers. 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.

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

Customer Experience Matrix

At that stage, all the central marketing system can do is “listen” to customer activities and make the data it assembles available to the channel systems to help guide their own decisions. I’m as fond of hearing my voice as most consultants, which is very fond indeed.

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

Customer Experience Matrix

From a more mundane perspective, limiting its focus to B2B prospect management lets Everstring concentrate its own marketing and sales efforts on a specific set of buyers, even as it slowly expands the range of problems it can help those buyers to solve.

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Strikedeck Adds Automation to Customer Success Management

Customer Experience Matrix

On the other hand, several do use rules and/or predictive analytics to help manage the post-purchase portion of the customer relationship – making them possible Journey Orchestration Engines (JOEs). I first started paying attention to “customer success management” systems when I realized they were assembling data from multiple sources to build a consolidated customer view – something that could potentially serve other departments throughout the organization.

Will New Marketing Automation Tools Let Sales Climb Back Up The Funnel?

Customer Experience Matrix

Sales enablement tools like Velocify and Clari help salespeople pick the right treatment for each prospect, which can include sending them to automated campaigns. Trends are signposts of the future: they point to where we’re headed.

True Influence InsightBASE Simplifies Use of B2B Intent Data

Customer Experience Matrix

B22B lead generation vendor True Influence today announced a new product to help fill these gaps. Intent data is one of hottest topics in marketing today – see, for example, Oracle’s recent purchase of AddThis. But while the promise of intent data is irresistible – “reach prospects with demonstrated interest in your product!” – the reality is less appealing.

Datorama Applies Machine Intelligence to Speed Marketing Analytics

Customer Experience Matrix

Datorama can also provide services to help users get set up or to run the system for them if they prefer. As I mentioned a couple of posts back , I’ve been surveying the borders of Customer Data Platform-land recently, trying to figure out which vendors fit within the category and which do not. Naturally, there are cases where the answer isn’t clear. Datorama is one of them.

Sailthru Offers End-to-End Omnichannel Personalization for B2C Marketers

Customer Experience Matrix

But plenty of other companies also help with omni-channel personalization. I know this is blasphemy, but I’m beginning to have doubts about solution selling – the idea that marketers should describe the customer problems they solve, not the features of their products.

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New Marketing Automation Options for Small Business in the VEST Report

Customer Experience Matrix

The company also provides extensive training and support materials, including a required three hour Quickstart package to help new clients use the system effectively.

Just Released: ABM Vendor Guide Gives Detailed Comparison of 40 ABM Vendors

Customer Experience Matrix

But if nothing else, the report helped to clarify my own thinking about ABM technologies. It’s nearly a month since my last blog post, which I think is the longest gap in the ten years I've been blogging. Some of pause was due to vacation, but mostly it was because I’ve been working feverishly to finish the Raab Guide to Account Based Marketing Vendors , which I’ve released today and you can purchase here.

Moving On: Lessons from the B2B Marketing Trenches

Customer Experience Matrix

simplicity helps. A greater focus on comparing expected vs. actual results would have helped, since calculating the expectations would have probably required a closer focus on how long it took leads to move through the funnel.

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

Customer Experience Matrix

In fact, the relationship is so obvious that it almost seems unnecessary to lay it out: predictive vendors help marketers find accounts to target; ABM helps marketers reach target accounts.

Future of Marketing Content: Reflections on the Content2Conversion Conference

Customer Experience Matrix

The uses for this information are obvious, including helping marketers to understand which topics are most appealing and giving salespeople insight into the interests of individual prospects. I spent the early part of this week at Demand Gen Report 's Content2Conversion conference. The event was superbly run, as usual, but I didn't sense any over-arching pattern until I was literally on my out the door and stopped for one last chat with some colleagues.

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

Customer Experience Matrix

Given the hype that accompanies pretty much every new technical development, it’s helpful to see that AI-based marketing isn’t as far along as one might expect.

Terminus Offers Targeted Display Ads for B2B

Customer Experience Matrix

To help the system run smoothly, Lenovo has both dedicated internal Adobe teams, as well as full-time support people on Adobe''s payroll, which means the company spends equal amounts on both products and support services. ”