Customer Experience Matrix

Landscape of Machine Intelligence Systems for Marketing

Customer Experience Matrix

Some research I’ll cite at MarTech suggests that marketers split their time roughly equally between strategy and planning, program design and content creation, and data management and analytics.

Study: Half of Marketing Jobs Will Be Replaced by Machine Intelligence

Customer Experience Matrix

This led to several hours of research into what’s being written about machine intelligence, which is something I like to do anyway. probability of computerization, and “Market Research Analysts and Marketing Specialists” with a 61% probability.

Trending Sources

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.

Landscape of MarTech Vendor Directories

Customer Experience Matrix

There are some interesting differences in approach but, like any good landscape creator, I'll simply give you a set of logos and let you research from there.

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

Customer Experience Matrix

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.

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

Customer Experience Matrix

Research from 1,396 B2B marketers. 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.

Why Designing Your Marketing Technology Stack is a Waste of Time

Customer Experience Matrix

Instead I did a bit of my own research into the early twentieth century transition from steam to electric power in factories, eventually finding the key information in a paper From Shafts to Wires: Historical Perspectives on Electrification by Warren D.

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

Customer Experience Matrix

The first insights come from G2 Crowd , a research firm that ranks software based on user ratings and social data.

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

Customer Experience Matrix

Sales could then push marketing back to its traditional narrow role of generating promotional materials and doing research. Trends are signposts of the future: they point to where we’re headed.

Brightfunnel Gives B2B Marketers Self-Service Revenue Attribution

Customer Experience Matrix

So marketers must either accept that they’ll miss some connections, do laborious manual research to make the right matches, or rely on specialized software to do the work.

True Influence InsightBASE Simplifies Use of B2B Intent Data

Customer Experience Matrix

That's possible but I haven’t done the research to confirm it. 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. Even setting aside issues of accuracy and coverage , there are problems with both advertising and email, the two primary applications for intent data.

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. 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.

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

Customer Experience Matrix

But the closest I could find were a couple of products that build profiles of groups the marketer defines in advance, such as brandAnalyzer by brandAnalyzer from Global Science Research and Empirical Insights from SG360.

Future-Proof Your Marketing Technology Stack: Whitepaper and Webinar

Customer Experience Matrix

Research sponsored by the Raab Associates Institute has recently uncovered the earliest known marketing technology – a cave painting that promotes a local barbecue restaurant. We’ll be presenting the paper and related research in a Webinar tomorrow (Thursday) at 12:30 p.m.

Oh Shiny! Cool Marketing Technology I'd Evaluate in Detail if I Didn't Keep Getting Distrac.Oh Shiny!

Customer Experience Matrix

Better still, these campaigns reach prospects when they are just starting their online research. I’ve seen more interesting systems recently than I have time to review in depth. Here are some quick sketches of products you may want to explore in more detail.

Seven Marketing Automation Myths to Ignore - Illustrated Edition

Customer Experience Matrix

In fact, our research shows that unsatisfied marketers often have purchased a system that didn’t meet their needs. Other research shows that users generally overcome obstacles they can control, like organization, training, and staffing levels. I’m sad.

CRM Evolution Conference: Mobile Really Does Change Everything About Marketing

Customer Experience Matrix

Beyond building our own relationship, this will consume their limited time so they can't use it to research competitors. I snuck down to Washington DC yesterday for a few hours at the CRM Evolution conference, where a critical mass of industry experts triggered a chain reaction of interesting thoughts. The first was that customer systems should read most data directly from the system that created it rather than loading that data into a master database.

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Hushly Helps Marketers Connect With Anonymous Web Site Visitors

Customer Experience Matrix

The system lets members send a list of questions to multiple vendors and tabulates the results, allowing more detailed anonymous research. 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.

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6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

and key activities (Web site visits, topics researched) and scores at both company and individual levels. I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web. Since then, I’ve had a more detailed briefing, which clarified that their scope extends well beyond prospect lists to predictive models applied across all stages of the purchase cycle.

ABM Vendor Guide: What to Look for in External Data Sources

Customer Experience Matrix

reports of new research contracts in the client's industry) custom research to supplement public information (in particular, some vendors do custom research to identify the IP addresses used by target accounts) custom taxonomies for intent analysis (because standard taxonomies may not be precise enough for specialized client needs) maturity of data management processes (how long they’ve been evolving, size of team, etc.)

MarTech Conference: Some Random Impressions and Interesting New Vendors

Customer Experience Matrix

brandAnalyzer by Global Science Research : uses a large, projectable consumer survey and social media traffic to build detailed psychological profiles of brand customers. I spent last Tuesday and Wednesday at the MarTech Conference in San Francisco, where close to 1,000 marketing technologists heard sage advice, shared experiences, and otherwise frolicked with their peers.

MarTech Conference: Chief Marketing Technology Officers Come Out and Play

Customer Experience Matrix

I got home late last night from the inaugural two-day MarTech conference in Boston, which was simply terrific.

Are Millennial Marketers More Analytical?

Customer Experience Matrix

But neither of us had seen any research on the topic, so we couldn’t judge whether it was likely to be true. There’s plenty of research on millennials’ (currently 19-34 years old) in general and a fair amount on their behavior in the workplace.

B2B Marketing Automation Vendor Strategies: What's Worked and What's Next

Customer Experience Matrix

The research identified 28 different strategies which fell into six major groups. I recently did a study of the strategies of B2B marketing automation vendors.

HubSpot Jumps into the CRM Marketplace

Customer Experience Matrix

The goal of all these features is to find useful relationships and information while minimizing manual research and data entry by sales reps. Hell probably didn’t freeze over today but there might have been a light frost: after years of rejecting the option, HubSpot today announced it will offer a CRM system. The news was the climax of the founders’ keynote at the company’s annual Inbound Conference, which has yet again doubled to reach 10,000 attendees.

What Brain Research Teaches about Selecting Marketing Automation Software

Customer Experience Matrix

But I did recently stumble across Jonah Lehrer’s How We Decide , one of several recent books that explain the latest scientific research into human decision-making. Indeed, it’s frightening to recognize how much this research can help people manipulate others to act against their interests. In any event, my own dopamine receptors were most excited by research related to formal decision making, such as picking a new car, new house, or strawberry jam.

What Really Creates Marketing Automation Success: Data from Gleanster

Customer Experience Matrix

Research firm Gleanster released its free “Gleansight” report on marketing automation late last month. I was principal author for much of the document and drafted the survey questions, although I didn’t write the individual vendor profiles or administer the survey. (I’ll

Beyond Marketing Automation: Building a Complete Marketing Infrastructure

Customer Experience Matrix

idio Does Sophisticated Content Recommendation

Customer Experience Matrix

In most cases, I could judge whether a system fit before doing a lot of detailed research. For example, someone buying a home might start by researching schools, then switch to real estate listings, then to mortgages, then moving companies, and so on.

Lead Genius Adds a Dash of Artificial Intelligence to Account Based Marketing

Customer Experience Matrix

But Lead Genius was founded in 2011 to commercialize university research into combining AI with human inputs. You may have noticed that I’m writing a little less about artificial intelligence than I had been. It may be that Skynet has imprisoned the real David Raab to block him from issuing dire warnings about its imminent threat to humanity and replaced him with a less alarmist simulation. You can’t actually prove that isn’t happening.

The Marketing Funnel Is Dead. Let's Have Dessert.

Customer Experience Matrix

Indeed, there has been a fair amount of research questioning the validity of AIDA and similar “hierarchy of effects” models. Last week’s post on lead scoring attracted more positive attention than I expected. This was doubly surprising because first, I didn’t think lead scoring was such a hot topic and second, I don’t really agree with the approaches I described. To clarify that second point, I’m not saying what I wrote was wrong or insincere.

Which B2B Marketing Automation Systems Have Hard-to-Find Features? The Answers May Surprise You

Customer Experience Matrix

It lists the 33 least common items of the 190 we captured in our research. Summary: A close look at which vendors have the least common features finds some are widely distributed, while others are concentrated among products for big companies.

InfusionSoft ICON: Contined Focus on Helping Small Business

Customer Experience Matrix

It is also reacting to research showing that its customers wanted “better not more” solutions, a mantra that translates into prioritizing effective use over new capabilities. Seth Godin gives speaks at so many conferences that I’m beginning to suspect there are several Seth Godin impersonators sharing the load.

Optify Lets Agencies Provide Small Business with Marketing Automation, Distributed Marketing, and Sales Enablement

Customer Experience Matrix

This includes detailed research into keyword rankings for the client and competitors, analysis of Web pages for features that improve search ranks, an inbound link manager, and a Twitter client to publish posts and embed trackable URLs that measure campaign results.

Marketers Do a Bad Job Selecting Marketing Automation Systems

Customer Experience Matrix

42% of buyers rely on online research. I presented my Seven Deadly Sins of Marketing Automation Software Selection during last week’s Webinar with Neolane. (To To replay the Webinar, click here.) If you’re wondering how many companies actually commit those sins, the sad answer is: a lot.

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Four Must-Have Metrics for Marketing Measurement

Customer Experience Matrix

During my extensive, um, research, I was very pleased to find the following picture to illustrate the concept of stages: I like this picture both because it's amusing (a major priority) and also because it illustrates that stage definitions are constructed, not discovered. (I

B2B Email Benchmarks: Answers Vary Widely

Customer Experience Matrix

One of the things I’m enjoying about my new role as head of analytics at Left Brain DGA is being closer to hands-on marketing than I was as a consultant. This leads to different questions than I used to get, including the ever-popular “what’s a reasonable response rate for our emails?”

LeadSpace Offers A No-Memory Approach to B2B Lead Scoring

Customer Experience Matrix

Rather, it conducts a fresh scan as each client requests research into its target audience. I haven’t seen that particular feature in competitive systems but it’s not something I’ve specifically researched. My discussion last week of Infer , Mintigo , and Lattice Engines raised the question of what other B2B data vendors might be considered Customer Data Platforms. It’s easy to exclude companies that provide basic B2B lists ( D&B , Data.com , Netprospex , ZoomInfo , etc.)

CMO Council: CMOs and CIOs Are Not Aligned

Customer Experience Matrix

Incidentally, both groups cited online research much more often than industry analysts, peer groups or formal needs assessments and RFPs. Summary: a CMO Council survey shows that CMOs and CIOs agree they need to cooperate, but disagree on how well they're doing and what their roles should be.

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Marketo Files for IPO: Will High Growth Outweigh High Losses?

Customer Experience Matrix

Marketo’s other operating costs (research & development and general & administrative) are also high – 52% of revenue, compared with 35% for Salesforce.com and 33% for Eloqua. Marketo made good today on its promise to file for an initial public offering (IPO).