Customer Experience Matrix

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.

Buy 109

Rating the Crowd-Sourced Marketing Software Review Sites

Customer Experience Matrix

The next question was coverage by the sites of marketing technology. Every site except TrustRadius covered a broad range of business software from accounting to human resources to supply chain as well as CRM and marketing.

Review 149

Trending Sources

Predictive Marketing Vendors Look Beyond Lead Scores

Customer Experience Matrix

It’s clear that 2015 has been the breakout year for predictive analytics in marketing, with at least $242 million in new funding, compared with $366 million in all prior years combined. Maybe I shouldn't be surprised that predictive marketing vendors seem to have anticipated this.

Landscape of Machine Intelligence Systems for Marketing

Customer Experience Matrix

I’ll be speaking next month at the MarTech conference on How Machine Intelligence Will Really Change Marketing. This required assembling a list of marketing systems using machine intelligence, which pretty much inevitably led to the logoscape below. Few systems for marketing strategy.

Increase Marketing ROI 10X and Prove It

See how a marketing team demonstrated 10X ROI and increased sales by 35% with marketing automation

Singing the Customer Data Platform Blues: Who's to Blame for Disjointed Customer Data?

Customer Experience Matrix

I’m in the midst of collating data from 150 published surveys about marketing technology, a project that is fascinating and stupefying at the same time. A theme related to marketing data seems to be emerging that I didn’t expect, and many marketers won’t necessarily be happy to hear.

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. The diagram labels the Data + Decision combination as a “Marketing Platform”.

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

Customer Experience Matrix

First to come to mind was marketing automation platforms (MAPs), which also select messages (like a JOE) but don’t build a unified customer database or offer open data access. So we need to introduce a new split, of marketer-controlled vs. sales controlled.

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. The thrust was that marketers know they need better data but still don’t give it priority. I’m not saying all marketing should be emotional.

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

Can Customer Data Platforms Have Decision Functions? Discuss.

Customer Experience Matrix

To clear the ground a bit, the definition of CDP, per the CDP Institute , is “a marketer-managed system that creates a persistent, unified customer database that is accessible to other systems". customer data platforms marketing architectures marketing data martech master data management

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

Customer Experience Matrix

Like many people in the marketing technology industry, I was tickled in 2011 when Gartner predicted that CMOs would soon have bigger tech budgets than CIOs , and even more tickled when Gartner said in 2016 that it had happened. Yes, marketers should control their internal systems.

Mariana Uses Artificial Intelligence to Build Personas and Find Target Audiences

Customer Experience Matrix

Can computers understand an individual human’s personality (and then, presumably, use that understanding to better target marketing messages)? But many of your marketing targets are less visible. You can call this Account Based Marketing if you like; Mariana does.

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

Customer Experience Matrix

But I think the topic is extraordinarily important, so here is a summary in sushi-sized bites: - the conventional flow-chart model of marketing campaigns can’t capture the complexity of today’s disjointed customer journeys. -

2017 Retrospective: Things I Didn't Predict

Customer Experience Matrix

The change does add new challenges for marketers who were already having a hard time figuring out where to put ads on a mobile phone screen. To take a more positive view: voice interfaces will force innovation in how marketers sell and put a premium on agent-based services that make more decisions for consumers. marketing clouds increase their share. The growth in marketing clouds shows marketers voting with their budgets to avoid integration.

Cable 57

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

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

Customer Experience Matrix

Marketers certainly see this as well. Focusing more specifically on data, Experian's 2015 Data Quality Benchmark Report , which had 1200 respondents, found that 99% agreed some type of customer data is essential for marketing success.

Marketing Technology of the Future: Beyond the Customer Data Platform

Customer Experience Matrix

But it somehow got into my head that the last section should look at how CDPs will fit into the long-term future of marketing technology. As anonymity becomes increasingly unavailable, marketers will know exactly who is receiving their advertising messages. Marketing to machines.

Martech At The Crossroads: Agility or Simplicity?

Customer Experience Matrix

I’ll be giving a speech next week on the evolution of marketing technology, which doesn't follow the path you might think. Similarly, marketers up that time worked with the same data – audience counts and customer lists – they had since Ben Franklin and before.

Vendor 100

Landscape of MarTech Vendor Directories

Customer Experience Matrix

I'm making a presentation on marketing technology selection at B2BLeadsCon in New York next week, and had thought to start with the usual Oh-My-God-There-Are-So-Many-Vendors slide to get everybody's attention.

Vendor 124

7 Common Marketing Mistakes and strategies to avoid them

This white paper addresses the 7 most common challenges marketers hit when marketing products, solutions, or services and offers proven advice on how to avoid these missteps and improve the success of your marketing efforts

Self-Driving Marketing Campaigns: Possible But Not Easy

Customer Experience Matrix

A recent Forrester study found that most marketers expect artificial intelligence to take over the more routine parts of their jobs, allowing them to focus on creative and strategic work. That’s not new: most marketing work today is done by human specialists, who also need to cooperate.

#Personalized Mona Lisa #Marketing #Humor #Fail

Customer Experience Matrix

Given that most marketing discussions today treat more personalization as the unquestioned goal, this is a conversation worth having. Marketers need to make considered decisions about when and how to apply it. After all, there's more to life than marketing.

#FlipMyFunnel Launches Account Based Marketing University

Customer Experience Matrix

Not the ABMU mascot It sometimes seems that Account Based Marketing is really Marketing Automation 2.0, in that many people leading the charge to ABM were also involved in launching B2B marketing automation ten years or so ago.

suitecx Offers Industrial-Strength Customer Journey Maps and More

Customer Experience Matrix

Every self-respecting marketing automation system offers something called a “customer journey map,” even if it’s exactly the same as last year’s campaign designer or does nothing more than connect functionless icons on a virtual whiteboard.

Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies

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

Customer Experience Matrix

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.” Answers came from 159 marketing automation users.

Surprising Results in Customer Data Platform Survey

Customer Experience Matrix

While CDP Institute members are obviously not typical marketers (being smarter, richer, and better looking), the answers still provide some intriguing insights into the marketplace. cdp customer data dmp marketing data marketing stack martech

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

Customer Experience Matrix

The point of the scenario was that future marketing would be focused on convincing consumers to trust the marketer’s system to make day-to-day purchasing decisions. This is a huge change from marketing today, which aims mainly to sell individual products.

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

The Interwebs have delivered an unusually rich trove of data about the marketing automation industry in the past few weeks. Taken together, these provide a clearer picture than usual of the state of marketing automation.

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

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. Marketing strategy isn’t a major problem in most cases, with just one survey as an exception.

Real Magnet Offers Complex Campaigns Withouth the Flow Charts

Customer Experience Matrix

Real Magnet , an email service provider turned marketing automation vendor with over 1,000 clients, doesn’t position itself as either. But its flagship feature is letting marketers create sophisticated, multi-step campaigns by answering handful of questions in a template.

SalesPredict Offers Highly Automated, Highly Flexible Predictive Modeling

Customer Experience Matrix

A couple of weeks ago, I wrote that “predictive everywhere” is one of major trends in data-driven marketing. I meant both that predictive models guide decisions at every stage in many marketing programs, and that models are used throughout the organization by marketing, sales, and service.

How Many Ads Per Day Do You See? Fewer Than It Seems (I Think)

Customer Experience Matrix

My cliché detector starts chirping as soon as anyone says today’s marketers face more competition than ever before. I thought I’d found a legitimate exception when writing a recent paper for QuickPivot (available here ) about the continued value of direct mail marketing.

CPM 111

Empathy: Your Lead Generation Superpower

Speaker: Brian Carroll, CEO & Founder of markempa

Today’s sales and marketing environment is a paradox. There has never been more marketing channels to reach potential customers. That's why we need to go beyond rational-logic based marketing to understand how our customers feel.

3 Insights to Help Build Your Unified Customer Database

Customer Experience Matrix

In any event, I’ve long argued that the real reason technologies like marketing automation and predictive modeling don’t get adopted more quickly are not the practical obstacles or lack of proven value, but lack of belief among managers that they are worthwhile.

Does Future Marketing Technology Require Perfect Data?

Customer Experience Matrix

Marketers and the technologists who support them need both the ideal vision of how things would work in a world of perfect data (which isn’t the same as a perfect world!) adtech data quality internet of things madtech marketing technology martech

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

Customer Experience Matrix

The marketing automation user survey I mentioned last March has finally been published on the VentureBeat site (you can order it here ). demand generation survey marketing automation preparation marketing automation success factors venturebeat survey

Survey 118

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

Customer Experience Matrix

I’ve been writing a paper on the stages that marketers go through when deploying their marketing automation systems, the basic point being it’s important not to stop with just one feature. More than 800 responses from the B2B Technology Marketing Community on LinkedIn.

Best Practices for a Marketing Database Cleanse

A framework comprising of best practices to consider and red flags to avoid