I'm not a big fan of year-end summaries and forecasts, mostly because I produce summaries and forecasts all year round. But I pulled together a few thoughts last week in response to a request, only to discover I had misunderstood what was wanted. Rather than let my precious wisdom go to waste*, I'll share below what I think will be most important marketing technology trends of 2014. Customer Data Platforms mature. Marketers will have an increasing number of ways to build consolidated, multi-source customer databases without...
Monday, 16 December 2013
Friday, 13 December 2013
Let’s face it: no real work will get done next week, what with all the holiday parties and caroling and so forth. So you might as well set aside 2:00 to 3:00 p.m. Eastern time on Wednesday, December 18 and register for the Webinar I’m co-presenting with RedPoint Global on Customer Data Platforms.In addition to uncovering the secret relationship between cuneiform and Justin Bieber, you’ll learn about our latest discovery: a new species of Customer...
Tuesday, 10 December 2013
I stumbled over Woopra in their tiny booth during last month’s Dreamforce conference, where I was intrigued enough to let them scan my badge and promptly forgot why. Fortunately, a diligent sales rep followed up by email and I remembered it was worth a closer look. If you’ve been reading my recent posts, you won’t be surprised that I’ve decided they are yet another Customer Data Platform.In fact, the people most surprised by this news will...
Friday, 6 December 2013
As I wrote last week, it sometimes seems that every system I look at these days is a Customer Data Platform. Of course, this is partly because I’m choosing to look at that type of system, and partly because CDP vendors are reaching out to me. But I do believe another reason is that CDPs are an idea whose time has come: I’ve recently seen at least three CDPs that are just emerging from stealth or beta mode. All were developed because someone else...
Wednesday, 27 November 2013
When your only tool is a hammer, everything looks like a nail. I’ve been illustrating the point recently by asking whether every system I see is really a Customer Data Platform (CDP). The question comes up because nearly every customer management system builds its own customer database, which is one core function of a CDP. What distinguishes CDPs is that they make their database accessible to other execution systems and add some type of customer management intelligence. This intelligence ranges from behavior flags, segment codes,...
Friday, 22 November 2013
I spent the early part of this week at Salesforce.com’s annual Dreamforce conference. 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. It is apparently a major technical accomplishment and at least one of my technical friends was hugely impressed. But I can’t say I personally found it all that exciting. Perhaps we’ve reached the point where we expect technology...
Friday, 15 November 2013
There are about 3 million companies with revenue between $1 million and $5 million in the U.S., according to Manta. This is an enticingly huge market for marketing automation vendors, and one that seems largely untapped. The largest marketing automation vendor in the segment, Infusionsoft, has under 20,000 clients. This is barely scratching the surface. But this perspective is misleading. Many small businesses do their marketing through CRM,...
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