Customer Experience Matrix

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Martech At The Crossroads: Agility or Simplicity?

Customer Experience Matrix

Major SaaS vendors, most notably Salesforce.com , made their systems into platforms that provided a foundation for other systems. I’ll be giving a speech next week on the evolution of marketing technology, which doesn't follow the path you might think.

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Mariana Uses Artificial Intelligence to Build Personas and Find Target Audiences

Customer Experience Matrix

Mariana has prebuilt integrations with Twitter, Facebook, Salesforce.com CRM, Pardot, Eloqua, and Marketo. Can computers understand an individual human’s personality (and then, presumably, use that understanding to better target marketing messages)?

Customer Data Platforms Revisited: The Future of Marketing Data

Customer Experience Matrix

Indeed, the big marketing clouds from Oracle, Salesforce.com, IBM, Adobe, and others all include extensive Delivery layer functions.

SalesPredict Offers Highly Automated, Highly Flexible Predictive Modeling

Customer Experience Matrix

This is possible primarily because the painstaking work of preparing data for analysis – which is where model builders spend most of their time – is avoided by connecting to a few standard sources, currently Salesforce.com and Marketo with HubSpot soon to follow.

Lytics Adds Marketing Recommendations to a Customer Data Platform

Customer Experience Matrix

Execution systems on the list include Salesforce.com, Marketo, Eloqua, Act-On, Facebook, Twitter, Youtube, Demandware, Optimizely, Adobe Target, and most major email providers.

The Pond Just Got More Crowded: Google, Salesforce.com and Sequoia Invest in HubSpot

Customer Experience Matrix

Summary: HubSpot announced a $32 million investment yesterday by Sequoia Partners, Google and Salesforce.com. Salesforce.com and Google announced their long-anticipated entry into the marketing automation industry, in the baby-step form of investments in HubSpot.

Brightfunnel Gives B2B Marketers Self-Service Revenue Attribution

Customer Experience Matrix

Brightfunnel reads lead, account, and opportunity data from Salesforce.com and supplies missing connections based on things like company name. Since Salesforce.com can also capture lead source (i.e.,

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

Customer Experience Matrix

Specifically, it hasn’t let users set up custom objects (although they’ve been able to import custom objects from Salesforce.com or Microsoft Dynamics CRM ). My first question when Marketo announced its new mobile app connector this week wasn’t, “What cool new things can marketers do?” but “Where is the data stored?” It''s not that I''m obsessed with data. Well, maybe a little.) But one of Marketo’s biggest technical weaknesses has always been an inflexible data model.

Pega Customer Decision Hub Offers High-End Customer Journey Orchestration

Customer Experience Matrix

It competes with the usual enterprise suspects: Adobe , Oracle , Salesforce.com , IBM , and SAS. 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.

True Influence InsightBASE Simplifies Use of B2B Intent Data

Customer Experience Matrix

InsightBASE has standard integrations with Marketo , Oracle Eloqua , and Salesforce.com. 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.

New Marketing Automation Options for Small Business in the VEST Report

Customer Experience Matrix

The system offers advanced versions of the usual marketing automation functions: email, landing pages, Web forms and surveys, lead scoring, multi-step nurture flows, media hosting, and CRM integration with Salesforce.com , Microsoft Dynamics CRM , and Sugar CRM.

Terminus Offers Targeted Display Ads for B2B

Customer Experience Matrix

For many smaller companies, a suite like Adobe, Oracle , IBM , Salesforce.com , SAS , or Teradata isn’t an option and would be overkill if it were. Tuesday’s post on the Adobe Marketing Cloud illustrated the complexity of solutions that combine many marketing and advertising components.

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

Customer Experience Matrix

Like Engagio’s earlier analytics products, PlayMaker starts by pulling data from Salesforce.com CRM and attaching leads to accounts. Maybe you think Account Based Marketing is utterly revolutionary or maybe you think it’s nothing new at all. Or maybe, like me, you’ve decided that getting marketers to think in terms of accounts is a modest but real change whose true significance is that it finally aligns marketers with how the way salespeople have worked all along.

Fliptop: A Customer Data Platform for Predictive Lead Scoring, Pure and Simple

Customer Experience Matrix

The one objective distinction is that FlipTop is publicly listed on the Salesforce.com App Exchange, meaning it has passed the Salesforce.com security reviews. There are existing connectors for Salesforce.com, Marketo , and Eloqua and it’s fairly easy to connect with others.

Marketing Automation News from Dreamforce: B2B More Integrated, B2C Stays Separate

Customer Experience Matrix

I spent the early part of this week at Salesforce.com ’s annual Dreamforce conference. app exchange customer data management dreamforce exacttarget marketing automation marketing software trends pardot predictive modeling salesforce.com Here are my observations. The big news was for geeks. The main theme of the conference was Salesforce1, a new set of technologies that make it vastly easier to deliver and integrate mobile versions of Salesforce-based applications.

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Salesforce Purchases Deep Learning Artificial Intelligence Vendor MetaMind: Yeah, That's a MarTech Trend

Customer Experience Matrix

It’s worth a brief note to record that Salesforce.com purchased artificial intelligence vendor MetaMind on Monday. There aren’t many details available: in the announcement , MetaMind founder Richard Socher said Salesforce will use its technology to "automate and personalize customer support, marketing automation, and many other business processes."

Next-Generation Marketing Automation Systems Target Small Business

Customer Experience Matrix

nurture campaigns), and share leads with a CRM system like Salesforce.com. Synchronization with Salesforce.com and SugarCRM are due by mid-2014.

Bislr: A "Marketing Operating System" That Includes Marketing Automation As An App

Customer Experience Matrix

date from the mid-2000s and were originally built to feed leads to Salesforce.com. On the other hand, Bislr said it doesn’t synchronize with custom objects from Salesforce.com and it doesn’t directly control which users can edit specific marketing campaigns or assets.

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What Makes a Good Marketing Platform? Rules for Platformality

Customer Experience Matrix

The only real requirements seems to be some sort of a marketplace – all loosely modeled on Salesforce.com’s AppExchange, which in turn I see as inspired on Apple’s App Store. That Scott Brinker is such a devil.

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Radius Provides High Quality Data on Small Businesses

Customer Experience Matrix

In its current incarnation, Radius also imports a list of won and lost deals from each client’s CRM system (direct connection to Salesforce.com , batch imports from others) and shows how well each attribute correlates with success.

Marketing Automation's Unhappy Users: Trouble in Paradise?

Customer Experience Matrix

The great hope is that acquisitions by Oracle , Salesforce.com , Adobe , and other big software vendors finally push the industry across this classic Geoffrey Moore chasm from the beachhead niche to mainstream users, but that’s by no means certain to happen.

Teradata Integrates Its Marketing Automation Acquisitions for Enterprise Marketers

Customer Experience Matrix

Last year’s biggest marketing automation acquisitions were products for consumer marketing: ExactTarget by Salesforce.com , Neolane by Adobe , and Responsys by Oracle.

Hive9 Marketing Performance Management Includes Customer Journey Optimization

Customer Experience Matrix

Integration with Oracle Eloqua and Salesforce.com lets a new tactic automatically create a corresponding campaign in either system. Standard integrations are available for Salesforce.com, Oracle Eloqua, Marketo , Google Analytics , Adobe Marketing Analytics , and other systems.

Marketo Conference: Small Changes, Big Picture

Customer Experience Matrix

More important, the value of platforms has been widely recognized through the tech industry for decades: classic examples include Salesforce.com ’s own AppExchange, Apple ’s iPhone AppStore, Microsoft ’s operating system software, and, going way back, the original IBM System 360.

More New Systems Challenge the Marketing Automation Status Quo

Customer Experience Matrix

It also provides the rest of the standard marketing automation functions, including landing pages and microsites, Web behavior tracking, lead scoring, and integration with Salesforce.com. Last week’s post looked at newer marketing automation systems that focused on small businesses.

LeadLiaison Helps Marketing Automation Users Break the Content Bottleneck

Customer Experience Matrix

Salespeople can also send through Gmail , Salesforce.com , or Microsoft Dynamics CRM. You may have noticed that there are many B2B marketing automation systems available.

BlueConic Selects Targeted Messages Using a Cross-Channel Marketing Database

Customer Experience Matrix

There are standard integrations with Twitter, Facebook, and Salesforce.com, as well as a system development kit for integration with mobile apps. This blog has mentioned BlueConic in passing a couple of times but never quite gotten around to reviewing it in detail. Until now. The delay may seem surprising, since BlueConic qualifies as a Customer Data Platform , a type of system I’ve been arguing will play an increasingly central role in marketers’ futures.

Hushly Helps Marketers Connect With Anonymous Web Site Visitors

Customer Experience Matrix

On the vendor side, Hushly creates anonymous lead records in the client’s Salesforce.com instance, so companies can track their interactions with anonymous prospects and keep the history once the prospect identifies herself. When this blog last left Geoff Rego in 2010 , he had just sold the assets of pioneering B2B marketing automation vendor Market2Lead to Oracle.

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Model Factory from Modern Analytics Offers High Scale Preditive Modeling for Marketers

Customer Experience Matrix

Better still, Modern Analytics has experience connecting to APIs of common data sources such as Salesforce.com , so a new feed from a familiar source usually takes just a few hours to set up. Remember when I asked two weeks ago whether predictive models are becoming a commodity ? Here’s another log for that fire: Model Factory from Modern Analytics , which promises as many models as you want for a flat fee starting at $5,000 per month.

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6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

Standard integrations are available for Salesforce.com , Oracle Eloqua and Marketo. 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. We also clarified that users can extract company-level profiles including attributes (industry, revenue, etc.)

MarTech Conference: Some Random Impressions and Interesting New Vendors

Customer Experience Matrix

A panel with Oracle , Salesforce.com and Marketo , where incisive questions from Chief Martech Himself Scott Brinker highlighted the different philosophies underlying each vendor’s marketing cloud and how few companies really deploy any cloud in full. - 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.

Teradata Adds a Data Management Platform To Its Marketing Cloud.Who Will Be Next?

Customer Experience Matrix

I’m looking at you, Salesforce.com. Teradata on Tuesday announced it is adding a data management platform (DMP) to its marketing cloud through the acquisition of Netherlands-based FLXone. This is interesting on several levels, including: - It makes Teradata the third of the big marketing cloud vendors to add a DMP, joining Oracle DMP (BlueKai) and Adobe Audience Manager. I already expected the other cloud vendors to do this eventually; now I expect that will happen even sooner.

MindMatrix Adds Sales Support to Marketing Automation

Customer Experience Matrix

These include landing pages and forms for lead capture; email and postal mail; lead scoring on attributes and behaviors; branching multi-step campaigns; and bi-directional synchronization with Salesforce.com, Microsoft Dynamics, Outlook, and SugarCRM.

IBM May Buy Silverpop: B2B Marketing Automation and B2C Email Would Be Great Fit

Customer Experience Matrix

Plus, there just aren’t that many enterprise software companies who still need what Silverpop is offering: Oracle and Salesforce.com have already made their purchases, Adobe is part of the way there with Neolane, and SAS and Teradata have their own tools and are probably less interested in B2B because most buyers are small or mid-size firms. The InterWebs were buzzing this morning with an Atlanta Business Chronicle article reporting that IBM is negotiating to buy Silverpop.

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Salesforce.com Announces Site.com Web Site Management: Will Marketing Automation Features Follow?

Customer Experience Matrix

Salesforce.com yesterday announced the launch of Site.com , an enterprise-class Web site management system. The news didn’t seem to get much attention, perhaps because Salesforce.com itself pretty much buried it. But Salesforce.com VP of Product Management Anshu Sharma did post a detailed explanation of the rationale on a Salesforce.com blog. That’s the first Salesforce.com reference I can find to a “digital marketing platform”.

Beanstalk Data Adds Service to the Marketing Automation Recipe

Customer Experience Matrix

Speaking of CRM, Beanstalk has existing connectors for Salesforce.com , NetSuite and Leads360. Exploring a new marketing automation system is like biting into a bonbon: part of the fun is you never know what you’ll find inside. Thinking in those terms, Beanstalk Data is a tasty morsel.

RedPoint Offers Broad, Deep B2C Marketing Automation

Customer Experience Matrix

That formula fell out of favor when the most prominent CRM system became B2B-oriented Salesforce.com , whose very name reflects its origins in B2B sales automation. On days when I have nothing else to be cranky about, I sometimes fuss at how business-to-business software vendors hijacked the term “marketing automation” despite its long and relatively honorable history describing systems for consumer marketing.

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