Customer Experience Matrix

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

Customer Experience Matrix

Offline retailers have to work harder to get customer names and tie them to transactions, using indirect tools such as credit cards and loyalty programs. I’m currently drafting a paper on use of Customer Data Platforms by B2B SaaS marketers.

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Rating the Crowd-Sourced Marketing Software Review Sites

Customer Experience Matrix

This begged for a deeper look at the review sites to understand how they differ which, if any, could replace the work of professional reviewers (like me) and software guides (like my VEST report).

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Trending Sources

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

Customer Experience Matrix

Segment-based systems work best when only a few choices are available. Dynamic content within email campaigns often works exactly this way. Two vendors made the same point with me this week, which is reason enough for a blog post in mid-July.

Landscape of Machine Intelligence Systems for Marketing

Customer Experience Matrix

Nearly all of these are deciders – perhaps because they work with volumes of choices so huge that only computers can handle them. I’ll be speaking next month at the MarTech conference on How Machine Intelligence Will Really Change Marketing.

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

Can Customer Data Platforms Have Decision Functions? Discuss.

Customer Experience Matrix

For the record, I did work on a farm when I was a lad, and drove a tractor. **I'd I’ve had at four conversations in the past twenty four hours with vendors who build a unified customer database and use it to guide customer treatments.

2017 Retrospective: Things I Didn't Predict

Customer Experience Matrix

Consistent with this thought: the FCC plan to end Net Neutrality will give much more power to cable companies, which as highly regulated utilities have a long history of working closely with government authorities. Of course, that's only positive if the agents actually work in consumers’ interest. To be clear, what surprises me is that people think self-service will work or even that it’s desirable. It’s the time of year when people make predictions.

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Should Customer Data Platforms Be "Marketer-Controlled"?

Customer Experience Matrix

CDP technologies work at the enterprise level and, logically, CDPs should be enterprise assets.

Martech At The Crossroads: Agility or Simplicity?

Customer Experience Matrix

Similarly, marketers up that time worked with the same data – audience counts and customer lists – they had since Ben Franklin and before. 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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suitecx Offers Industrial-Strength Customer Journey Maps and More

Customer Experience Matrix

Early versions of suitecx have been used by the east bay group in their own work for years. 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

This was how direct mail marketers worked for decades, and often still do: it’s an efficient way to manage dozens or hundreds of cells within a large outbound campaign. Someone has to do the hard work of figuring out what treatments to deliver in each situation.

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

Customer Experience Matrix

My personal highlights were: - Sailthru introducing its next round of predictive modeling and personalization features and working to help users adopt them. I was out of the office all week, splitting my time between two conferences: Sailthru LIFT and Marketing Profs B2B Forum.

Marketing Technology of the Future: Beyond the Customer Data Platform

Customer Experience Matrix

And oh, to make this work well, Martech has to hugely improve its ability to measure the actual impact of each message – so advanced, predictive attribution also plays a leading role in the martech world of the tomorrow.

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. Here’s the thing: we all know that AI works because it can learn from data.

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.

Real Magnet Offers Complex Campaigns Withouth the Flow Charts

Customer Experience Matrix

The remaining work to implement the marketers’ choices is done by the system. That is, I have been looking for systems that automatically design campaigns (or deliver optimal customer treatments without campaigns), thereby removing the roadblock by doing the work on the marketers' behalf.

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

Customer Experience Matrix

We have to work out some safeguards so Sue doesn’t trip over a pile of invisible trash or get run over by a truck she has chosen not to see. I have seen the futures and they work. It would even mean less work for the computers and thus save money for RoseColoredGlasses.Me.

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

There’s still a bit of selection bias – it won’t work if a company isn’t on the Internet – but the impact is obviously much less. The Interwebs have delivered an unusually rich trove of data about the marketing automation industry in the past few weeks.

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

Customer Experience Matrix

Intent-based ads on social networks work roughly the same way, although the users are known individuals because they had to sign in. B2B marketers have can work with Bombora , The Big Willow , TechTarget , IDG , and DemandBase.

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Tealium Grows from Tag Manager to Customer Data Platform

Customer Experience Matrix

This is perfectly consistent with Tealium’s own “do it yourself marketing cloud” goal of letting its clients work with whatever decision and delivery tools they wish. It took me an embarrassingly long time to recognize why Tealium ’s AudienceStream is just a bit odd.

Does Future Marketing Technology Require Perfect Data?

Customer Experience Matrix

One result is an apparent assumption that future technology will work much better than today’s technology – not because anyone really thinks that future technology will be perfect, but because we can’t see where its imperfections will appear.

Is MarTech Is Too Important To Leave To The Marketers?

Customer Experience Matrix

To the extent that these firms are working with marketing departments, it’s still more evidence of marketing being in charge. Companies can’t just hope that each department working on its own will yield an optimal solution for the business as a whole.

Mautic Offers Free, Open Source Marketing Automation

Customer Experience Matrix

I do have some quibbles – most annoyingly, objects like emails and contact records open in a “view” rather than “edit” mode, so an extra mouse click is almost always needed to get real work done. But, for the most part, things worked efficiently and about as I expected.

Walker Sands / Chief Martech Study: Martech Maturity Has Skyrocketed

Customer Experience Matrix

This supports the previous point about best-of-breed working fairly well, whether or not the stack was well integrated.

MDC DOT Provides Marketing Automation for Direct Salespeople

Customer Experience Matrix

The redirection works best when the corporate Web site and the salespeople’s microsites are all on a subdomain hosted by MDC Dot. I briefly mentioned MDC Dot in an earlier blog post about giving sales people access to marketing automation capabilities.

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

Customer Experience Matrix

I believe there''s a hint of the reason in those effectiveness vs. difficulty ratings: most marketers don’t fully deploy marketing automation because they find it too much work compared with the benefit they’d gain.

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

Customer Experience Matrix

Unfortunately, I wasn’t able to gather enough technical detail to understand how they work. On the other hand, you could argue that content recommendation engines like BrightInfo (also at the Marketo show) already work without personas and lifestages.although I think they usually focus on a near-term action like conversion rather than long-term impact like incremental lifetime value. Marketo held its annual Marketing Nation Summit this week, hosting 4,000+ clients and partners.

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

Customer Experience Matrix

Taking action within Pointillist works exactly as you’d think: for any event on the chart, the system can generate a list of customers that it will send to an external system. Mapping new event types requires some basic technical skills but Pointillist is working to make it simpler.

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BlueConic User-Driven Marketing Maturity Model: Surprises on the Road to Customer-Centric Marketing

Customer Experience Matrix

When I think of tailoring interactions to individuals, I think of working with each individual’s data directly. I’m as fond of hearing my voice as most consultants, which is very fond indeed.

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

Customer Experience Matrix

Within these categories, some strategies have worked better than others. I recently did a study of the strategies of B2B marketing automation vendors.

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

Customer Experience Matrix

You may not need to catch ‘em all, but you certainly need to work with several.** Clearly this is more work but it does lead to simplest ABM stack possible. Everything in between is optional but helps to make your work easier and more effective. The really good conference organizers are probably working on this already. Yesterday’s post announced our new Guide to ABM Vendors , which helps marketers make sense of the confusing variety of ABM-related systems.

Attribution Will Be Critical for AI-Based Marketing Success

Customer Experience Matrix

That is, work is still organized into campaigns that deal with customer segments because the human manager needs to think in those terms. These vendors are still working with campaigns, not individual-level journey orchestration.

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.

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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. But Brightfunnel says that most clients work with Salesforc data alone.

ActionIQ Merges Customer Data Without Reformatting

Customer Experience Matrix

What particularly sets ActionIQ apart is the ability to work with data from any source in its original structure. Or, more precisely, it’s the scalability plus flexibility: because all queries work by re-reading the raw data, users can redefine their variables at any time and apply them to all existing data. That’s true insofar as marketers work with previously defined variables and audience segments.

Sailthru Offers End-to-End Omnichannel Personalization for B2C Marketers

Customer Experience Matrix

This is one reason I haven’t classified Sailthru as a customer data platform: although Sailthru does a great job of building a unified customer database, most CDPs are specifically designed to work with other systems when sending messages. I know this is blasphemy, but I’m beginning to have doubts about solution selling – the idea that marketers should describe the customer problems they solve, not the features of their products.

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Moving On: Lessons from the B2B Marketing Trenches

Customer Experience Matrix

It was fun to work again as a hands-on marketer. multivariate tests work. As if the infinite number of potential tests were not enough of a challenge, most B2B marketers also have relatively small program quantities to work with.

Reltio Makes Enterprise Data Usable, and Then Uses It

Customer Experience Matrix

Reltio works with a simple data model – or graph schema if you prefer – that captures relationships among basic objects including people, organizations, products, and places. It can work with data from multiple sources, relying on partner vendors such as SnapLogic and MuleSoft for data acquisition and Tamr , Alteryx , and Trifacta for data preparation. I’ve spent a lot of time recently talking to Customer Data Platform vendors, or companies that looked like they might be.

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New Frontiers in Data Driven Marketing

Customer Experience Matrix

This makes it more possible to work across all media to improve targeting, to coordinate messages for each individual, and to measure the incremental impact of each promotion.

Datorama Applies Machine Intelligence to Speed Marketing Analytics

Customer Experience Matrix

But the company also calls itself a “marketing integration engine” that works with “all of your data”, which certainly goes beyond just advertising. Dig a bit deeper and the confusion just grows: the company works mostly with aggregated performance data, but also works with some individual-level data.