Customer Experience Matrix

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

Customer Experience Matrix

B2B marketers have traditionally focused on acquiring new leads, leaving the rest of the customer life cycle to sales, account, and customer success teams. I’m currently drafting a paper on use of Customer Data Platforms by B2B SaaS marketers.

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

Customer Experience Matrix

Looking at other business functions relevant to marketing, the study sees most types of creative jobs as relatively safe and most types of sales jobs at risk.

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Predictive Marketing Vendors Look Beyond Lead Scores

Customer Experience Matrix

It then finds prospect segments with above-average sales results, segments that are receiving too much or too little attention from the sales team, and segments with significant changes in other key performance indicators.

2017 Retrospective: Things I Didn't Predict

Customer Experience Matrix

Did you know that Amazon accounted for more than half of all Black Friday sales last week?) It’s the time of year when people make predictions. It’s not my favorite exercise: the best prediction is always that things will continue as they are, but what’s really interesting is change – and significant change is inherently unpredictable. See Nassim Nicholas Taleb's The Black Swan and Philip Tetlocks' Superforecasting on those topics.)

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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

suitecx Offers Industrial-Strength Customer Journey Maps and More

Customer Experience Matrix

Journey mapping is equally popular among agencies and consultants, although it also often is little more than a new label for the old sales funnel. Customer journey mapping is now the buzziest of buzz words.

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

Customer Experience Matrix

So we need to introduce a new split, of marketer-controlled vs. sales controlled. I was asked the other day about the distinction between Customer Data Platforms and Journey Orchestration Engines. My immediate answer was “Some CDPs are JOEs and some JOEs are CDPs.

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

Customer Experience Matrix

This includes both data a company gathers through direct interactions and data aggregated by third parties and offered for sale. After all, doesn't a a map of journey stages may look a lot like a campaign flow, or the even-more-ancient sales funnel?

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

Customer Experience Matrix

This means getting marketers excited about doing something (that’s where the “business porn” comes in) or scared about the consequences of not doing it (see the CEB Challenger Sales model , for example).

Increase Marketing ROI 10X and Prove It

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

SalesPredict Offers Highly Automated, Highly Flexible Predictive Modeling

Customer Experience Matrix

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. Because it knows what to expect, the system can easily load customer data and sales results from those systems.

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

Customer Experience Matrix

She checks her hair in the virtual mirror – she looks marvelous, as always – and walks into a store to find her favorite brand of shoes are on sale. possible self-delusion (her hair might not look so great), and commercial machinations (is that really a sale price for those shoes?).

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

Customer Experience Matrix

The point of the original TechCrunch article was the growth of open, predictive-based platforms that unify sales and marketing, a direction I agree the industry will take.

Here's Why Airlines Treat Customers Poorly

Customer Experience Matrix

By contrast, the airline executives in the survey– who were about 1/3 from operations, 1/3 from marketing, sales, and service, and 1/3 from other areas including IT and finance – placed human resources in the middle and organizational structure, consensus, and lack of vision at the bottom.

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

The real issues are budgetary (budgets and content), organizational (skills, data quality, sales feedback, sales integration, and performance standards), and technical (data collection and compatibility).

9 Experts Rethinking Demand Generation

How to strategically target your content and lead generation campaigns to disrupt the status quo and facilitate the sale

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. Similarly, retargeting ads can be used to make hard sales offers or to more gently present brand messages and name-capturing content.

Intent 101

Engagio Goes Beyond Account Based Marketing to Unify Marketing, Sales, and Service

Customer Experience Matrix

But Engagio's latest product, Engagio PlayMaker, actually does occupy a space in between marketing, sales development, field sales and customer success by connecting them without replacing existing marketing automation, CRM, or customer success systems. Some messages can be automated but most are assigned to human sales or service agents. But coordination across marketing, sales, and support departments is actually a pretty big deal.

MDC DOT Provides Marketing Automation for Direct Salespeople

Customer Experience Matrix

I briefly mentioned MDC Dot in an earlier blog post about giving sales people access to marketing automation capabilities. What MDC Dot really does is serve organizations that wrangle a herd of independent sales people, like financial advisors or direct sales representatives.

Amazon Buys Whole Foods: It's Not About Groceries

Customer Experience Matrix

This saves the effort of making individual sales and, more important, eliminates opportunities for members to leak out of the system. Most of the comments I’ve seen about Amazon ’s acquisition of Whole Foods have described it as Amazon (a) expanding into a new industry (b) continuing to disrupt conventional retail and (c) moving more commerce from offline to online channels.

Seven Things Marketers Need to Know About Lead Generation

Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY

If you are a marketer who needs to generate more high-quality leads that will turn into sales opportunities and revenue, register now for this special event that will show you how to get started and moving in a profitable direction.

Mautic Offers Free, Open Source Marketing Automation

Customer Experience Matrix

David Hurley, the open source industry veteran behind Mautic, argues that marketing automation has just now become widely enough understood for many marketers to purchase it without a lengthy sales cycle.

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

Customer Experience Matrix

It can then use the information to predict future purchases and guide marketing and sales messages. If Dreamforce seems a little less crowded than you expected this week, perhaps it's because I didn’t attend.

MindMatrix Adds Sales Support to Marketing Automation

Customer Experience Matrix

The company’s justification for this claim is that it adds sales-marketing alignment to standard marketing automation features. Flows can be shared with sales users, with some or all features locked down to prevent unauthorized changes.

New Marketing Automation Options for Small Business in the VEST Report

Customer Experience Matrix

The system also extends beyond sales and marketing functions to include customer forums, Wikis, support tickets, project schedules with tasks assigned to individuals, and coupons.

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

Customer Experience Matrix

Two vendors made the same point with me this week, which is reason enough for a blog post in mid-July. The point was the difference between basing content selection on individuals and on segments.

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

Customer Experience Matrix

From a more mundane perspective, limiting its focus to B2B prospect management lets Everstring concentrate its own marketing and sales efforts on a specific set of buyers, even as it slowly expands the range of problems it can help those buyers to solve.

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

Customer Experience Matrix

But even if everyone shared all their data with me, the enterprise picture would remain foggy because enterprises are increasingly integrating marketing automation with advertising , sales, service, and Web management.

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.

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. There wouldn’t be a problem if sales people religiously associated every lead with the right account.

True Influence InsightBASE Simplifies Use of B2B Intent Data

Customer Experience Matrix

The notifications can be loaded as lists into a marketing automation or CRM system, where they can trigger advertising, sales calls, or other actions. Once the lists are loaded into those systems, they can be used for email, advertising, sales calls, or other purposes. Intent data is one of hottest topics in marketing today – see, for example, Oracle’s recent purchase of AddThis.

Moving On: Lessons from the B2B Marketing Trenches

Customer Experience Matrix

A greater focus on timing would have also forced a harder look at the fundamental premise of many B2B campaigns, which is that they can speed movement of prospects through the sales funnel.

New Frontiers in Data Driven Marketing

Customer Experience Matrix

This means programs can be designed to incorporate predictive models in all kinds of treatment decisions, from content recommendations to sales call prioritization to banner ad selection.

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

Customer Experience Matrix

Execute Interactions Deliver Messages This includes systems to deliver emails, personalized messages on the company Web site, display advertisements, and includes alerts and advice to sales reps. This Guide also distinguishes between “enhancement” of account and contact records already in a client’s systems and sale of “net new” records that a client does not already possess.

Terminus Offers Targeted Display Ads for B2B

Customer Experience Matrix

sales stages. Tuesday’s post on the Adobe Marketing Cloud illustrated the complexity of solutions that combine many marketing and advertising components.

ZenIQ Account Based Marketing System Maps Buying Centers, Finds Data and Exection Gaps, and Recommends Actions to Fill Them

Customer Experience Matrix

When I first starting thinking about Account Based Marketing, I assumed that an ABM system would let marketers replicate at scale how sales teams manage key accounts: that is, to analyze each account in depth, set goals specific to that account, and then execute against those goals. Vendors who offered these things told me that the account-specific planning I imagined wasn’t practical and, in fact, was rarely done even by account teams in sales.

VEST Report: Latest Trends in Marketing Automation, and Where's My Hoverboard?

Customer Experience Matrix

It’s always been obvious that agencies were a sensible channel for marketing automation vendors to pursue, but I’m beginning to wonder whether agencies might turn out to be the primary channel for such systems, excepting only direct sales to large enterprises.

Pega Customer Decision Hub Offers High-End Customer Journey Orchestration

Customer Experience Matrix

Pega positions Customer Decision Hub as part of its core platform, which supports applications for marketing, sales automation, customer service, and operations. My previous posts about Journey Orchestration Engines (JOEs) have all pointed to new products. But some older systems qualify as well. In some ways they are even more interesting because they illustrate a mature version of the concept.

Why Is B2B Marketing Automation Growing So Slowly?

Customer Experience Matrix

There’s some evidence that B2B marketing automation vendors are moving their sales and marketing in this direction. Since priority presumably translates to purchase intent, that seems to foreshadow a decline in new sales.

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. Fliptop scores are loaded into a CRM or marketing automation system where they can be used to prioritize sales efforts and guide campaign segmentation.