Mariana Uses Artificial Intelligence to Build Personas and Find Target Audiences
[March 24, 2016]
Can computers understand an individual human’s personality (and then, presumably, use that understanding to better target marketing messages)? It turns out that’s no longer even a question: if you haven’t yet played with CrystalKnows, be prepared for some weirdly accurate insights into yourself and those you know well, based on public Internet information. And, yes, […]
Marketing attribution systems: a quick look at the options
[February 22, 2016]
I’ve seen a lot of attribution vendors recently. If you’re a regular reader here, you saw my reviews of Claritix (last week) and BrightFunnel (in December). Last week caught up with Jeff Winsper of Black Ink, which I’ll hopefully review before too long. Bizible also popped up recently although I don’t recall the occasion; possibly […]
True Influence InsightBASE Simplifies Use of B2B Intent Data
[January 21, 2016]
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 […]
The Big Willow Links Intent Data to Devices to Companies…Another Flavor of Account Based Marketing
[December 2, 2015]
With interest in account based marketing (ABM) skyrocketing past even hot topics like intent data and predictive marketing, it’s no surprise to find debates over the true meaning of the term. I recently had a discussion along those lines with Charlie Tarzian and Neil Passero of The Big Willow, who argued that account based marketing […]
EverString Takes Another $65 Million and (More Important) Launches Predictive Ad Targeting Solution
[October 29, 2015]
EverString announced a $65 million funding round and new ad targeting product on Tuesday. (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.) The new funding is certainly impressive, although the record for a B2B predictive marketing vendor is apparently InsideSales’ […]
Data Plus MarTech: HubSpot and Demandbase Join the Race
[September 24, 2015]
There were two industry announcements this week that were unexpectedly related. The first was HubSpot’s announcement yesterday that its CRM offerings would now include access to a 19 million account prospecting database. The second wasDemandbase’s acquisition of data-as-a-service vendor WhoToo, which offers its own set of 250 million profiles relating to 70 million business processionals.
Mautic Offers Free, Open Source Marketing Automation
[July 16, 2015]
The only real question about free, open source marketing automation from Mautic is what took so long. The core features of B2B marketing automation have been well understood for nearly ten years and prices have been dropping steadily for about the same time. Open source has been successful in related applications including analytics (R, Jaspersoft, […]
Blueshift Offers a Simple B2C Customer Data Platform
[June 10, 2015]
It’s just over two years since I started writing about Customer Data Platforms. One thing that’s become clear since then is that only big companies will purchase a marketing database by itself. Everyone else wants to combine the database with a practical application. B2B CDPs have favored analytical applications like lead scores and churn predictions. […]
CRM Deployment: Do You Need the Drill or the Hole?
[May 12, 2015]
I was hanging a picture in my home over the weekend and it got me thinking about the deployments of CRM systems. Yeah, I know, I need a life. You can just ask my wife.
Adobe Marketing Cloud Marches Towards Martech and Adtech Integration
[April 15, 2015]
At pretty much the same moment I was publishing my post on the merger of martech and adtech into madtech, Adobe was announcing its latest marketing products, including a press release on uniting “Data-driven Marketing and Ad Tech” . Naturally, this caught my attention.
Should Sales & Marketing be changed to Marketing & Sales?
[February 19, 2015]
A recent study by Marketo and The Economist found that the majority of marketers feel their positions will encompass sales in the near future, as reported by ClickZ (link to full article).
Customer Data Platforms Revisited: The Future of Marketing Data
[January 22, 2015]
It’s nearly two years since I introduced the concept of a Customer Data Platform, defined as a marketer-controlled system that builds a multi-source customer database and exposes it to external execution systems. You may recall that I listed several sets of products as CDPs: B2B predictive lead scoring and customer success management; campaign management with […]
How Marketing Automation Can Be Successful Yet Fail
[December 18, 2014]
I have noticed a disturbing trend in working with digital marketing agencies. Their lead generation campaigns utilizing in-bound marketing techniques and solid marketing automation tools are highly successful in generating leads, but sometimes the campaigns and their services are being cancelled. No, it is not a lead quality issue — the leads generated meet exactly […]
SalesPredict Offers Highly Automated, Highly Flexible Predictive Modeling
[November 20, 2014]
A couple of weeks ago, I wrote that “predictive everywhere” is one of major trends in data-driven marketing. 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.
Dreamforce 2014: Process Is More Important Than Analytics
[October 23, 2014]
Salesforce.com’s Dreamforce conference this year was the usual mix of spectacle, congestion, and heart-felt philanthropy. But the main announcements felt fairly slight: a new “analytics cloud” that is primarily about visualization and a mobile app builder for the Salesforce1 platform.
HubSpot Jumps into the CRM Marketplace
[September 25, 2014]
Hell probably didn’t freeze over but there might have been a light frost: after years of rejecting the option, HubSpot today announced it will offer a CRM system.
Discover Leads On The Web With Different Vendors
[August 21, 2014]
Few people would suggest you learn salesmanship from the play Glengarry Glen Ross,* but its central message rings true: good leads are the lifeblood of a sales organization.** That’s why scanning the Internet to find new prospects is such an exciting opportunity. At least a dozen firms are now following that path.
Fliptop: A Customer Data Platform for Predictive Lead Scoring, Pure and Simple
[July 10, 2014]
It’s been a while since I wrote about Customer Data Platforms, but only because I’ve been distracted by other topics. The CDP industry has been moving along nicely without my attention: new CDPs keep emerging and the existing vendors are growing.
Microsoft Dynamics Expands To New Markets, Receives Updates
[June 12, 2014]
Microsoft announced that “significant new capabilities and marketing, customer care and social listening” are now available globally as part of its spring wave of updates for Dynamics CRM in 54 markets and 42 languages.
Report Shows CRM Software Market Grew By 14%
[May 15, 2014]
The customer relationship management software market grew by 13.7% in 2013, according to a new report from Gartner. That’s worldwide. The market reached $20.4 billion in 2013 compared to $18 billion in 2012. Software as a service (SaaS) represented over 41% of CRM total software revenue last year, according to the firm. Demand, it says, […]
Marketo Conference: Small Changes, Big Picture
[April 17, 2014]
Marketo wrapped up its three day Marketing Nation conference yesterday, having once more displayed its own marketing prowess by attracting national media attention (see here and here) with an appearance by Hillary Clinton. Still, the real focus was on Marketo’s own announcements, which included several product changes and a new positioning. (I wasn’t at the […]
Make the Most Out of Your Marketing Automation System
[March 27, 2014]
A successful Marketing Automation (MA) system is more than software and technology . . . More than automating your current marketing process . . . And more than a plug-and-play tool. When selecting a MA system, marketers often go through a checklist of desired product features and CEOs identify expected results. These, of course, are […]
New Raab VEST Report: B2B Marketing Automation Will Reach $1.2 Billion in 2014
[March 6, 2014]
I’ve just published the latest edition of our B2B Marketing Automation Vendor Selection Tool (VEST), with updated entries on all your favorites and several new entries to boot. This is always a fun project because it gives me an overview of what all the vendors have been up to for the past six months. A […]
More New Systems Challenge the Marketing Automation Status Quo
[February 13, 2014]
The general notion is that small businesses are finding existing marketing automation products too hard to use and would be happy with something simpler, especially if it costs less.
Advertisers Can Now Use Email Addresses, Twitter IDs To Tailor Ads To Twitter Users
[January 16, 2014]
Twitter announced some new features for advertisers today, specifically in the realm of tailored audiences.