Customer Experience Matrix

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Predictive Marketing Vendors Look Beyond Lead Scores

Customer Experience Matrix

The past week brought three more announcements about predictive vendors expanding beyond lead scoring. That last option is an interesting extension in itself, meaning Infer could be used by marketers who have no interest in lead scoring.

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

Customer Experience Matrix

Of course, having enterprise core systems leads right back to having the IT department manage those systems and ensure that departmental systems are compatible.

Rating the Crowd-Sourced Marketing Software Review Sites

Customer Experience Matrix

I sampled leading marketing automation vendors for different sized companies. It turns out that G2Crowd and TrustRadius had consistently huge leads over the others.

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Martech At The Crossroads: Agility or Simplicity?

Customer Experience Matrix

The quest for rationalization leads to long-term planning, vision development, architecture design, corporate standards, and project prioritization: all the excellent practices that made corporate IT departments so unresponsive to marketers in the first place.

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Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure

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

Customer Experience Matrix

I was out of the office all week, splitting my time between two conferences: Sailthru LIFT and Marketing Profs B2B Forum. Both were well attended, well produced, and well worth while.

Customer Data Platforms Revisited: The Future of Marketing Data

Customer Experience Matrix

You may recall that I listed several sets of products as CDPs: B2B predictive lead scoring and customer success management; campaign management with an integrated customer database; and data management platforms to support online advertising.

Marketing Technology of the Future: Beyond the Customer Data Platform

Customer Experience Matrix

And oh, to make this work well, Martech has to hugely improve its ability to measure the actual impact of each message – so advanced, predictive attribution also plays a leading role in the martech world of the tomorrow.

Real Magnet Offers Complex Campaigns Withouth the Flow Charts

Customer Experience Matrix

Campaigns can also run processes such as a/b tests, lead scoring, landing pages, segmentation, or suppression lists. I recently saw a useful distinction between AI – artificial intelligence, which is machines replacing people – and IA – intelligent assistance, which is machines helping people.

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. its role beyond lead gen.

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

In fact, what was most impressive was the relative consistency of the rankings, with ead nurturing, analytics, and lead scoring at the top in both surveys, email and campaign management in the middle, and list segmentation is at the bottom.

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SalesPredict Offers Highly Automated, Highly Flexible Predictive Modeling

Customer Experience Matrix

The system can model against any user-defined list, meaning that SalesPredict can score new leads, identify churn risk, or find the most likely buyers for new products. Pricing was originally based on the number of leads but is currently being revised, with no new details available.

Are 70% of Marketing Automation Users Unhappy? Well, Not Exactly

Customer Experience Matrix

This lead to enough questions about the data that it now seems worth a blog post on the topic. A recent piece in TechCrunch quoted me as saying that “almost 70 percent of marketers are either unhappy or only marginally happy with their marketing automation software.”

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

Customer Experience Matrix

It’s tempting just treat intent-based lists as sales leads. On the simplest level, you just apply the intent data to whatever type of program you’re testing (sales qualification, prospecting, lead scoring, reactivation, personalization, etc.)

Intent 101

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

Fliptop: A Customer Data Platform for Predictive Lead Scoring, Pure and Simple

Customer Experience Matrix

This model can score new leads and classify existing opportunities in the sales pipeline. A typical scheme would create A, B, C, and D lead classes, where A leads are best. Bottom line: Fliptop does a very good job with predictive lead scoring.

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

Customer Experience Matrix

lead scoring marketing automation marketo predictive analytics predictive marketing 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. The company made two major product announcements, expanding the reach of Marketo campaigns into mobile apps and display ad retargeting.

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

Customer Experience Matrix

The most fundamental is an account-based view of your customer and prospect data: while traditional marketing automation systems are organized around individual leads, ABM demands organization around accounts. And lead nurture campaigns are still primarily organized around individuals.

Which B2B Marketing Automation Features Actually Get Used? Here's Some Data.

Customer Experience Matrix

Of course they differed in the precise categories used and their audiences, but they generally covered the major B2B marketing automation features: email, Web behavior tracking, landing pages, nurture campaigns, lead scoring, analytics, and social media marketing.

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

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

Customer Experience Matrix

Clearly this is more work but it does lead to simplest ABM stack possible. 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.

Mautic Offers Free, Open Source Marketing Automation

Customer Experience Matrix

The functions cover all the marketing automation bases: you can import contacts or enter them manually; assign them to lists; create emails, Web pages, and Web forms; upload other assets; assign points for lead scoring; build multi-step, branching campaign flows; and integrate with CRM systems.

Brightfunnel Gives B2B Marketers Self-Service Revenue Attribution

Customer Experience Matrix

The simplest is just connecting marketing leads to closed sales, which is an issue because the data in sales systems is often incomplete. A higher level ties specific marketing programs to individual leads, and through them to accounts and deals.

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. InsightBASE also differs from predictive marketing vendors who use intent data as inputs to their scoring systems and in some cases also provide lead lists: although predictive models almost surely do a better job of isolating the best prospects than InsightBASE’s simple profiles plus surge tracking, the models add considerable cost and complexity.

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all

MDC DOT Provides Marketing Automation for Direct Salespeople

Customer Experience Matrix

The system also can do basic lead scoring and assign prospects to sales funnel stages. I briefly mentioned MDC Dot in an earlier blog post about giving sales people access to marketing automation capabilities.

Strikedeck Adds Automation to Customer Success Management

Customer Experience Matrix

This made them a fifth subtype of Customer Data Platforms (CDPs), along with systems based on marketing, lead scoring, sales advisory, and tag management. 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.

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

Customer Experience Matrix

Here we see a very different story: marketing automation and lead nurturing (listed separately) are clear outliers in a bad way: among the less effective tactics and the hardest to execute.

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

Customer Experience Matrix

But the new Everstring product isn’t the usual sharing of a prospect list with an ad platform, as in display retargeting, Facebook Custom Audiences , or LinkedIn Lead Accelerator. Everstring announced a $65 million funding round and new ad targeting product on Tuesday. (It

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B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. its role beyond lead gen.

Future Marketing: Will Machines Take Over Half the Consumer Economy?

Customer Experience Matrix

The chart below shows in more detail how I think current trends lead to this conclusion; I won’t bore you by walking through it step-by-step. ‘Tis the season for predictions.

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

Customer Experience Matrix

Advanced data enhancement and lead scoring make it easier for sales people to automate lead nurture processes without becoming marketing automation experts. Trends are signposts of the future: they point to where we’re headed.

New Marketing Automation Options for Small Business in the VEST Report

Customer Experience Matrix

The system has an impressively broad scope, adding full Web site creation to the usual all-in-one mix of email, lead scoring, landing pages, and CRM. It recently added lead scoring and the ability to look up individuals on social networks.

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

Customer Experience Matrix

These predictive capabilities are among the biggest differentiators for Sailthru: predictions and recommendations are oriented to consumer marketing, not B2B lead scoring, and Sailthru doesn’t (yet) allow clients to choose what they wish to predict. 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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B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. its role beyond lead gen.

The Big Willow Links Intent Data to Devices to Companies.Another Flavor of Account Based Marketing

Customer Experience Matrix

abm account based marketing b2b marketing lead generation target account marketingWith interest in account based marketing (ABM) skyrocketing past even hot topics like intent data and predictive marketing, it’s no surprise to find debates over the true meaning of the term.

Future of Marketing Content: Reflections on the Content2Conversion Conference

Customer Experience Matrix

Still, it’s something to guard against; overconfidence can lead to cavalier decisions that are just as harmful as indecision based on fear. 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.

New Frontiers in Data Driven Marketing

Customer Experience Matrix

Most marketers are now familiar with basic predictive modeling applications like lead scoring and content recommendations.

Moving On: Lessons from the B2B Marketing Trenches

Customer Experience Matrix

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.