Customer Experience Matrix

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

Customer Experience Matrix

Sure enough, I'm also seeing CDPs with other types of specialties, such as products from regional markets (France, India, and Australia have each produced several) and for small and mid-size organizations (not happening much so far, but there are hints).

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Rating the Crowd-Sourced Marketing Software Review Sites

Customer Experience Matrix

Differences in the numbers of products in the main marketing categories also didn't seem meaningful – although they do illustrate how many products there are, in case anyone needs reminding. What did look interesting was the number of ratings and/or reviews for specific products.

Review 149

Trending Sources

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

Customer Experience Matrix

billion in 2016 revenue for its marketing cloud (apparently including analytics and advertising products).

Landscape of Machine Intelligence Systems for Marketing

Customer Experience Matrix

I found 23 categories with 140 systems, and know there are dozens of other products I could have included. Perhaps more surprising, there is also a rapidly growing number of products to create contents such as copy, email dialogs, and even Web pages.

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

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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suitecx Offers Industrial-Strength Customer Journey Maps and More

Customer Experience Matrix

But it also means the system is hugely flexible and will make serious users vastly more productive. suitecx also offers single-function “primer” products for a much more affordable $699 each (and a seven day free trial). Customer journey mapping is now the buzziest of buzz words.

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

Customer Experience Matrix

Existing recommendation engines and predictive models can easily tell you which content a person is most likely to pick or which product they are most likely to buy. Scientists tell us that the attention span of the average human is now shorter than the attention span of a goldfish.(1)

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

Customer Experience Matrix

One epiphany was learning that nearly everyone in the room already had a marketing automation product in place – something that would not have been true two or three years ago.

Attribution Will Be Critical for AI-Based Marketing Success

Customer Experience Matrix

In other words, the manager robot needs a way to choose what the specialist robots will work on so they are doing the most productive tasks. I gave my presentation on Self-Driving Marketing Campaigns at the MarTech conference last week.

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.

#Personalized Mona Lisa #Marketing #Humor #Fail

Customer Experience Matrix

In more conventional business terms, the company wants consumers to understand the breadth of its products and services and the promises made by its brand.

Marketing Technology of the Future: Beyond the Customer Data Platform

Customer Experience Matrix

But they’ll still need people to come up with non-incremental products, non-obvious insights, and deals with other organizations. The last three minutes of my MarTech Conference presentation are driving me crazy. The preceding portions cover the current state of Customer Data Platforms.

3 Insights to Help Build Your Unified Customer Database

Customer Experience Matrix

Those who think it’s unimportant ask for product information, vendor lists, and pricing. The Customer Data Platform Institute (which is run by Raab Associates) on Monday published results of a survey we conducted in cooperation with MarTech Advisor.

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

Customer Experience Matrix

This is a huge change from marketing today, which aims mainly to sell individual products. In the future, those product decisions will be handled by algorithms that consumers cannot understand in detail.

SalesPredict Offers Highly Automated, Highly Flexible Predictive Modeling

Customer Experience Matrix

Back in, say, 2008, a product like this would be big news. CRM users see a ranked list of customer records with a system-assigned persona derived using advanced natural language processing, suggested actions such as which products to offer, and the key data values that influenced the ranking.

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

Mintigo’s technology scans the Internet for things like job listings and Javascript tags and infers from those which products are used at every company it finds. This suggests they like the idea of marketing automation but aren''t happy with their particular product.

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

Customer Experience Matrix

It’s data that tells you an addressable individual is interested in your product. So most third-party intent data is based on visits to Web pages whose content attracts prospective buyers of specific products.

Intent 101

Amazon Buys Whole Foods: It's Not About Groceries

Customer Experience Matrix

No doubt there will be a certain amount of “incentivizing” of the network to pick a particular product, some of it under the table. But there will also be competition to build products and services that best meet member needs and to create brands that members are pleased to have chosen on their behalf.

Coherent Path Auto-Optimizes Promotions for Long Term Value

Customer Experience Matrix

In concrete terms, this often means cross-selling into product categories the customer hasn’t yet purchased. While this isn’t a new tactic, Coherent Path improves it by identifying intermediary products (on the "path" to the target) that the customer is most likely to buy now. The approach is to define a promotion calendar, pick product themes for each promotion, and then select the best offers within each theme for each customer.

Tealium Grows from Tag Manager to Customer Data Platform

Customer Experience Matrix

In fact, Tealium explicitly calls its product a CDP, using the tagline “build your own marketing cloud” to stress that it can connect systems from any vendor, not just components within a single vendor’s suite.

VEST Report: Competition in B2B Marketing Automation Isn't About Features

Customer Experience Matrix

products are pretty stable, too. the real action is outside the products. Yesterday I released the mid-year edition of the VEST Report on B2B marketing automation vendors, thereby meeting my self-imposed deadline of July 31. Look here for more information or to make a purchase.

Walker Sands / Chief Martech Study: Martech Maturity Has Skyrocketed

Customer Experience Matrix

Multi-product architectures are most common. They were probably referring to all-in-one products like HubSpot and Infusionsoft.

Lytics Adds Marketing Recommendations to a Customer Data Platform

Customer Experience Matrix

It’s just over one year since I first spoke with Lytics *, which at that time was (accurately) calling itself a Customer Data Platform but had not yet released a beta version of its product. All told, the company has prebuilt connectors with more than 80 software-as-a-service products.

Mautic Offers Free, Open Source Marketing Automation

Customer Experience Matrix

This made commercial products more financially attractive to potential developers and probably scared off others who couldn’t compete for attention on an open-source shoestring. What about the product itself? But pricing will remain well below standard marketing automation products.

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

Customer Experience Matrix

DemandGraph isn’t exactly a product but rather a resource that Demandbase will use to power other products. If Dreamforce seems a little less crowded than you expected this week, perhaps it's because I didn’t attend.

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

Customer Experience Matrix

Plenty of other vendors have the potential to make the transition – in particular, products developed for real time interactions and Web personalization. For example, it could be tough to find out which products two customers bought in common.

API 77

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

Customer Experience Matrix

The company made two major product announcements, expanding the reach of Marketo campaigns into mobile apps and display ad retargeting. At the risk of some unfair (and unjustifiably condescending) stereotyping, I’ll propose that part of their concern comes from a sort of Spock-like rationality that says only a few different products are really needed in any given segment. Marketo held its annual Marketing Nation Summit this week, hosting 4,000+ clients and partners.

Why Designing Your Marketing Technology Stack is a Waste of Time

Customer Experience Matrix

The final success of firms depended on the quality of their products, distribution, and, yes, marketing, not in whether they used electric motors.

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

Customer Experience Matrix

This meant I had to cover many different topics in my research, drilling into different sets of details for different kinds of products. Important data types include - companies (accounts), - contacts (people), - events (mergers, acquisitions, management changes, new products, etc.), - intent (based on content consumption) - technologies used (at the account) Select Targets Target Scoring Vendors in this category use statistical techniques to select target accounts.

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

Customer Experience Matrix

For every product review we ask "How likely is it that you would recommend this product to a friend or colleague?" We segment reviewers that rate a product 9-10 as Promoters, 7-8 as Passives, and 0-6 as Detractors.

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

Customer Experience Matrix

Number of Sub-Functions Number of Vendors 1 11 2 14 3 8 4 4 5 3 6 0 This is even truer when you recognize that the sub-functions themselves are very broad categories, so vendors who qualify for the same sub-function may be delivering significantly different products. That product won’t necessarily be limited to ABM applications, though, so you’ll have options beyond the vendors listed in the ABM Guide.

Predictive Analytics: Should Automated Content Selection Work by Segment or Individual?

Customer Experience Matrix

Among segment-based systems, collaborative filtering uses product selections almost exclusively: this is the classic “customers who looked at this product also considered these products” approach, which doesn’t take into account other aspects of the customer’s history.

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

Customer Experience Matrix

Everstring announced a $65 million funding round and new ad targeting product on Tuesday. (It But the new product is what’s really intriguing. It also released a new survey on predictive marketing which is probably interesting, but I just can't face after last weekend’s data binge.)

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Usermind Makes Journey Orchestration Simple

Customer Experience Matrix

There can be separate maps for individuals, companies, products, customers, partners, or whatever other entities the user wants to work with.

Rules 71

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

Customer Experience Matrix

‘Tis the season for predictions. I’m not going to plague you with any new ones right now, but did want to expand a bit on the long-term vision I’ve been talking about in speeches and described briefly last July as “robotech”.

Strikedeck Adds Automation to Customer Success Management

Customer Experience Matrix

It also stores this data in what it called a “polyglot” data model of several technologies (Solr, Redis, Mongo, and Cassandra, fronted by Kafka data collection) that allows vastly more flexibility than a conventional marketing automation product.

Marketo Adds Custom Objects. It's a Big Deal. Trust Me.

Customer Experience Matrix

This was a common limitation among early B2B marketing automation products but many have removed it over the years. Sure enough, when I finally connected with Marketo SVP Products and Engineering Steve Sloan, he revealed that the mobile data is being managed through a new custom objects capability – one that Marketo didn’t announce prominently because they felt Marketing Nation attendees wouldn’t be interested.

Acquisitions Reshape the Marketing Automation Industry: Growth at the Bottom, Room in the Middle, Fog at the Top

Customer Experience Matrix

If integration really happens at the top then we''ll end up with a bizarre symmetry, since the enterprise market will be mirroring the integrated sales / CRM / Web / ecommerce products already bought by micro-businesses.

ActionIQ Merges Customer Data Without Reformatting

Customer Experience Matrix

Like most CDPs, ActionIQ leaves actual message delivery to other products. ActionIQ was founded in 2014 and has been in production with its pilot client for over one year. The company formally launched its product last month. One of the fascinating things about the Customer Data Platform Institute is how developers from different backgrounds have converged on similar solutions.