Customer Data Platforms Revisited: The Future of Marketing Data

Customer Experience Matrix

Established vendors have grown quickly and attracted funding; new vendors have joined the mix, also often with substantial funding. A look at the entire CDP ecosystem uncovers important patterns that are hidden when you look at individual vendors or vendor categories.

The average enterprise uses 91 marketing cloud services

chiefmartech

The chart at the top of this post reveals one of the more striking findings that she shared (from page 190 in her report, with credit to cloud security provider Netskope ), showing the average number of cloud services an enterprise uses across different categories.

Trending Sources

Marketing Technology Landscape Supergraphic (2016)

chiefmartech

I’m posting this from the 2016 MarTech USA conference in San Francisco — a fitting venue to release the 2016 marketing technology landscape supergraphic. Feel free to share it in blog posts, presentation slide decks, reports, or any other vehicle where you would find it helpful.

New Forrester Research: B2B Should Use B2C Customer Loyalty Principles

Influitive b2b

For years, B2B marketers have largely viewed B2C loyalty tactics as irrelevant in their space. Plus, customer retention has long been seen as the responsibility of those in sales, service, and support. Deepen engagement to lock in loyalty. To that end, Collins reminds us that while loyalty programs may have started in the B2C world, the concept can apply to the B2B space.

PowerOpinions: Making Lead Scoring a Success Part 2 [Expert Advice]

ViewPoint

Funnels, in Miller's opinion, should not exist when the target market is finite because you cannot afford to lose ANY prospects. Much easier to pitch a close colleague than pushing a "name in field" in some outdated or inaccurate database. In Summary.

The Customer Experience Operating System (CX-OS)

chiefmartech

All images in this post are courtesy of IDC. In the early days of the martech industry, every application had to be a standalone solution. The customer experience operating system (CX-OS) is an operating system in a business sense. The CX-OS will evolve in a series of stages.

The New Cloud Stack: Here's What the Company of the Future Looks Like

Hubspot

In late June, something pretty massive happened in the world of tech, though chances are most people didn’t even notice it. You work in marketing , so who cares about this techie stuff? It''s about building for the future versus being stuck in the past.

Microsoft buys LinkedIn: the largest martech acquisition in history?

chiefmartech

This is the largest acqusition in Microsoft’s history — over three times the size of its acqusition of Skype for $8.5 billion in 2011 — and one of the largest in the history of the digital age (we’ll graciously look past that whole AOL acquiring TimeWarner fiasco ).

Discover the Solution to Your Biggest Data Challenges: Act-On Data Studio

Marketing Action

However, acquiring that data – and ensuring that we can get it when we want to, in the format we prefer, and take it where we choose – is where we sometimes run into problems. You can instantly filter, aggregate, and export data to your own in-house experts.

Rise of the Marketing Platform

Modern B2B Marketing

The evolution of marketing has historically been measured in decades: 1900s – 1920s: Marketing is focused on product attributes. But in the last few years, technology has taken marketing by storm. Five Big Trends in Marketing Today.

3 Surprising Ways to Succeed in Social Media

Marketing Action

Recently we sponsored a webinar: “The 7 Surprising Ways to Succeed in Social Media,” which more than lived up to its name. 500 CEO by CEO.com in 2012. In a recent conversation he gave me a few tips to share with Marketing Action readers. Tell stories in your own voice.

Top 10 B2B Inbound Marketing Predictions for 2015

KEO Marketing

Mobile’s rapid explosion will continue this year, and this will in turn fuel significant focus on local. Mobile and local go hand in hand, as people who conduct research on their mobile devices want to then take action right away by interacting with a business in their area.

PPC 34

5 Proven Steps to Creating a Lead Magnet That Attracts and Converts Prospects

Hinge Marketing

Ever wonder why your competitors seem to attract and lock in the best prospects? Assuming you have a decent website, there’s probably one crucial element standing in the way of capturing and keeping your ideal prospects: a lead magnet. Zero in on a format.

11 Ways to Give and Get Customer Love

Hubspot

Feature Customer Successes in Case Studies and Testimonials: If your product or service is one that helps make peoples' lives better in one way or another, feature your top customers in case studies or testimonials that you can publish on your website and share in social media.

4 products Microsoft should build with LinkedIn

Infer

As someone who’s entrenched in the LinkedIn and Microsoft ecosystems, I thought I’d share four exciting products this acquisition makes possible: 1. There’s no doubt that LinkedIn’s biggest asset is its social graph with data about virtually everyone in the business-to-business (B2B) world.

Prediction: Statistical Methods Will Replace Conventional Rules for Marketing Decisions

Customer Experience Matrix

Vendors who replace conventional decision rules with automated statistical methods may gain a key competitive advantage because the automated methods produce substantially and measurably better results. The question this raises in my mind is where the industry goes from here. The more sophisticated vendors will of course continue to add features, but it’s not clear that most marketers will be interested in the additional capabilities or be able to handle the added complexity.

Net-Results Simplifies Demand Generation for Small Business

Customer Experience Matrix

In an industry where every competitor is striving for grater ease of use, stand-out simplicity is an impressive achievement. This simplifies the system in two ways: marketers have fewer features to learn, and they can reuse their work across many functions. Let’s run through the standard demand generation process to see how this works in practice. Here’s where segments reappear, since Web behavior can be used in segment definitions and system reports are run against segments.

The ROI of Business Intelligence

The ROI Guy

These spreadsheets remain difficult and costly to maintain, introduce data and analytical errors, and lock key information within the hands of too few employees. According to 2005 research by Accenture, 15% of companies are at the proof-of-concept stage with BI, 22% are engaged in a pilot, and 36% have committed to one or more solutions. One in 10 isn't doing anything and 12% are monitoring the situation. billion in worldwide software revenues.