Good morning, and where is CX on the hype cycle?

You know the hype cycle? This is Gartner’s model for the lifecycle stages of a technology: from innovation to a high peak of inflated expectations, to a deep trough of disillusionment, the back up a gentle path of enlightenment to a plateau of use.

Where is CX right now? Are expectations inflated, and will disillusionment follow? We’re in special circumstances, undreamt of by Gartner, where customers’ expectations for experience have sky-rocketed in response to profoundly altered lifestyles and rapidly evolving relationships with brands. As Brian Solis said in his MarTech keynote, what’s coming out of COVID is “Generation Novel.” Gen N has really gotten over transactional relationships with faceless brands. It’s looking for meaningful relationships, solid values, and ethics.

It’s also quite willing to look at new brands and new ways of engagement. Let’s look back a year from now and assess whether CX as now conceived was up to this challenge: maybe it can go directly from peak expectations to table stakes, without falling into the trough.

Kim Davis,
Editorial Director, MarTech Today

 
 
 
CDP
 

Stackie winners get creative

 

Yesterday, Scott Brinker unveiled this year’s Stackie winners at the virtual MarTech conference.

For those unfamiliar, this annual awards program asks marketing technologists to create a single presentation slide that creatively visualizes the components of their martech stacks and how they relate to one another.

 

“You do not get points for having a massive stack, that is not the point of this,” said Brinker. “The point is to talk about sharing examples of real stacks that real companies use.”

 

Many of the Stackie entries showed martech stacks built with dozens of tools that marketers must manage and orchestrate within their organizations. But as the economic upheaval tied to the COVID-19 pandemic has disrupted budgets and even staffing levels for many companies, will that disruption be seen in the stacks?

“There’s been a lot of this quote, unquote, digital transformation, happening, and what that largely comes down to is a company’s getting a lot more serious about ‘What are these tools we’re using, the process around it, and how’s it delivering value to us and our customers?’” said Brinker.

Read more and see the winners here.

 

5 critical elements for local marketing success

This guide from MarTech Today examines the market for local marketing solutions and the 5 critical elements for local marketing success: Listing Management, Local SEO, Local Landing Pages, Reputation Management, and Paid Search and Social Media. Also included are profiles of 17 leading local marketing solution vendors and capabilities comparisons.

Read more »

 
CDP
 

Salesforce makes latest move in CDP race

Salesforce had been lagging behind Adobe and Oracle in the race to deploy a CDP across its suite of clouds, bringing a unified view of customer marketing, sales and service data. Then came its recent announcement that 360 Audiences, its CDP, would be available this month.

Audiences is a component of Salesforce 360 Truth, which incorporates a set of four core platform services: Data Manager (the ability to resolve identities for known customers — available for some time); a set of platform identity services (single sign-on and ID management); a Privacy Center (launching in November); and Customer 360 Audiences (the CDP).

“This is where people log in, capture data from different sources, do their customer segmentation, activate data out of the system, and get insights around the data they have,” said Chris O’Hara, Salesforce VP Product Marketing.

Read more here.

 
Diversity
 

Creating a diverse personnel pipeline is easier than you think

Creating a diverse workforce is a lot easier than most people think, and that was the topic of discussion during Wednesday’s MarTech Live panel discussion that featured Elizabeth Cotton, CEO and founder of Career Mingle and Dennis Schulz, national president and executive director of Blacks in Technology Foundation. 

The panel discussion focused on recruitment tactics and utilizing Historically Black Colleges and Universities (HBCUs) as personnel pipelines. There are 107 HBCUs in over 20 states in the U.S. as well as Washington, D.C. and the Virgin Islands. The personnel pipeline is made easier by recruiting more diverse candidates who tend to be more loyal to employees where they find co-workers that look like them with similar backgrounds. 

Why we care. Marketers constantly talk about identifying and implementing the proper customer experience, it is a task that can be made easier with a more diverse workforce.

Watch the session replay here »

 

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Quote of the Day
 

“Protecting our planet requires us to set bold goals. In 2020, we’ve committed to becoming carbon negative, zero waste, and preserving biodiversity. Today, we’re announcing that we’ll also be water positive by the end of the decade.” Brad Smith, Microsoft Corporation.