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 […]
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.
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.
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).
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 […]
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 — […]
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.
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 […]