My friend and former business partner Michael Hoffman of ClientXClient recently sent a copy of his new book Customer Worthy, which explores use of his customer experience management tool, the CxC Matrix. I’ve long been a big fan of the Matrix*, which visualizes all the ways a customer can interact with a business. The new book provides a detailed explanation of Matrix concepts and applications. The core concept is to “Think Like a Customer” (a favorite Hoffman catch phrase), meaning to understand each contact from the customer’s point of view....
Wednesday, 26 May 2010
Tuesday, 25 May 2010
Oracle tersely announced today that it had purchased the intellectual assets of demand generation vendor Market2Lead. This is an excellent fit for Oracle in that Market2Lead is a sophisticated product that is best suited to large, demanding marketing operations. Those are presumably the firms in Oracle's target market.Market2Lead CEO Geoff Rego explained some of the mechanics of the deal to me in a private conversation, but the details were not for publication. However, a blog post by Eloqua's Joe Payne confirms that existing Market2Lead customers...
Thursday, 20 May 2010
Not to beat a dead horse, but Wednesday’s eMarketer reported on yet another survey that touched on the question of why marketers don’t measure. Although the Omniture 2010 Online Analytics Survey is obviously limited to Web analytics, the answers probably apply to other types of measurement as well.I wasn’t able to get a copy of the full survey results, despite two requests to Omniture and even filling it out myself, which was supposed to yield...
Wednesday, 19 May 2010
Summary: DemandBase has added real-time access to its data identifying Web site visitors, enabling Web sites to deliver customized pages. It's another step in the company's systematic expansion.It’s more than a year since my original post about DemandBase. At the time, they had just extended their product beyond basic IP-address-based Web visitor identification to provide company details and contact names. Last week they announced their next leap forward, an API to return detailed company information quickly enough to use it to tailor visitor...
Tuesday, 18 May 2010
I’ve spent a lot of time looking at surveys to understand marketers’ priorities. Another one crossed my desk today, taken by Aprimo at Argyle Executive Forum’s 2010 CMO Spotlight Forum: Retail and Consumer Goods & Services on April 29, 2010 in New York.The results are the most puzzling yet. The survey seems nice and simple: three questions with five answers each, and the answers contain similar categories. But the most common answer to each question suggests a different priority:Q: What is driving the highest degree of change to your marketing...
Last week's post Why Marketers Don't Measure generated some interesting debate on whether the problem is lack of time or lack of knowledge. It dawns on me that this should be a testable question -- something the assembled measurement gurus should find congenial. My initial thought is an a/b test of email headlines, one offering "quick and easy ways to improve your marketing measurement" (i.e., time) and the other offering "learn how to do a better job measuring your marketing results" (i.e., knowledge). These could offer a book, Webinar, white...
Tuesday, 11 May 2010
I had a small epiphany the other day when someone recommended that one of my clients needed a marketing measurement project. As author of The Marketing Performance Measurement Toolkit and a frequent speaker on the topic, I was surprised to find I didn’t like the idea. The problem was that this particular client had other marketing challenges that were more pressing. Even though their measurement could indeed be improved, a measurement project at this time would have been a distraction.This got me to thinking. If I, a certified measurement guru,...
Thursday, 6 May 2010
Summary: Genoo provides a simple Web site, demand generation and social marketing for $199 per month. It’s not the most sophisticated system or the prettiest, but some small businesses may find it's just what they need.Genoo offers a small-business-oriented Web marketing system at a small-business-friendly price of $199 per month. I’m somewhat grandly labeling it a “Web marketing system” rather than “demand generation” because its microsite could replace a small company’s primary Web site. Demand generation features are adequate, if a bit rudimentary,...
Tuesday, 4 May 2010
Summary: Two low-cost demand generation systems, Genoo and Act-On Software, have added unusually advanced social marketing features. A few weeks back, I wrote about social marketing features from consumer marketing automation vendors. Naturally our friends in the business marketing space have been adding such features as well. I got details from two of them last week.- Genoo, which offers a solid demand generation system for a rock-bottom $199/month, has placed a particular focus on capturing contact information from social interactions. People...
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