Anthony Botibol

Anthony Botibol

Anthony is our CMO and has a 15+ year career in technology marketing.

As well as being our leading contributor on the BlueVenn blog, Anthony is on the Advisory Board of the Customer Data Platform Institute and a regular contributor to many marketing media titles including MarTech Advisor and Marketing Tech News.

A few things you might not know about Anthony! He is a regular Ten Pin bowler and has even bowled a perfect 300 game. He is also a season ticket holder at his beloved Manchester United.

Feel free to connect with Anthony via Linkedin or Twitter.

Recent Posts by Anthony Botibol:

Nine Key Requirements to Consider When Investing in a Customer Data Platform

In a really interesting new research piece in November from Gartner called ‘Distilling Marketer Adoption, Views and Misperceptions of Customer Data Platforms’ it showed the results from a survey to 504 marketers, whereby 51% of respondents claimed that their CDP was their CRM system.

As the report states, “this misperception of a CDP as a CRM solution reflects a lack of appreciation for the advantages that many CDPs have over heritage CRM applications. These include scale, profile unification, segmentation and connection to marketing systems.”

Topics: Customer Data Platform cdp marketing database Single Customer View

Customer Data Platform vs Data Warehouse: What’s the difference?

As anyone familiar with Scott Brinker’s annual Marketing Technology Landscape ‘supergraphic’ will know, it can be challenging to keep up with new technologies – particularly with the proliferation of buzzwords, acronyms, and with many vendors in different categories claiming to have similar functionality.

In 2014 ‘Big Data’ was a buzzword that caught the marketing world, but has faded away to nothing more than an ambiguous term that really only defines the storage of lots of structured and unstructured data.

Topics: data warehouse Customer Data Platform

How Identity Resolution Enables Targeted, Personalized Marketing

Last week a customer told me "you can’t serve a customer you don’t understand, and you can’t understand a customer without knowing their behavior". Now there is nothing controversial about this statement and I think that most marketing professionals would agree. But although these principles are central for marketers to provide a personalized and omnichannel customer experience, it doesn’t mean they are necessarily doing everything they can to adhere to them.

Topics: identity resolution

How Does a Single Customer View Actually Improve Your Marketing?

Most marketers would agree that creating targeted campaigns based on clean, deduplicated customer data is a highly effective way of improving your marketing efforts. But when you ask the average marketer what their biggest problems are, you can be sure that a lack of clean, useable data will be nearly always be at the top of their list. 

Topics: Single Customer View

Optimizing the Customer Journey using Microsegments and Cross-Journey Communication

There’s no doubting that customers have more control over the buying process than ever before. Meandering through seemingly unlimited online and offline channels, perhaps even someone browsing on a mobile device or placing an order whilst physically in your store or premises, the journeys that our customers take are more complex, more varied and, plain and simply, different from the old days of linear marketing campaigns.

But how do you execute or measure a customer journey? How do you practically track a customer that could meander in any direction and lead them towards a conversion? Do campaigns still have a role to play?

Topics: customer journey

What Is Omnichannel Retailing and Should You Be Doing It?

The prospect of becoming an omnichannel retailer certainly sounds appealing: a seamless buying experience, happy customers and increased sales. However, becoming one is easier said than done.

Topics: omnichannel

Step-By-Step Guide for an Effective Customer Engagement Strategy

Customers are now more in tune than ever before with knowing what they want from a brand experience, and how they want to be engaged with. According to Accenture, 81% of consumers want brands to understand them better and know when, and when not, to approach them.

It’s clear that marketers understand this too because 77% believe real-time personalization through customer data is crucial. However, despite knowing this, only 33% of marketers admit to actually being able to truly personalize the customer experience in real-time.

Topics: customer engagement

Three Examples of Why Customer Retention is Essential to Businesses

Customer retention is valuable in more ways than you might initially expect. In fact, the cost of retaining a customer is up to seven times less than acquiring a new one. Moreover, repeat customers spend on average 33% more than new customers!

So whilst many companies are borderline obsessed with spending increasing amounts of time and budget dedicated to the acquisition of new customers, retaining customers is where you should really be focusing your efforts. 

Topics: customer retention

Top Five Customer Retention Strategies for Retail

Marketers, you should stop acquiring new customers.

Yes, that’s right! It might sound counter-productive, but it’s true.

The facts tell us that it’s becoming increasingly important for marketers to focus less on customer acquisition and more on selling to existing customers. After all, attracting a new customer can cost five times as much as retaining an existing customer.

Topics: customer retention

What Are the Customer Lifecycle Stages?

The customer lifecycle describes the various stages that a customer goes through before, during and after they complete a transaction with a brand. Customer lifecycle marketing is therefore the strategy (and execution of that strategy) by marketers to ensure that customers firstly, can navigate those stages easily, and secondly, to affect those stages so they can optimize the revenue potential or lifetime value of the customer.

Whilst there are many naming conventions for the customer lifecycle stages, most customer lifecycle models generally follow these five stages: awareness, consideration, purchase, advocacy and loyalty. For clarity, here is how I would define these stages:

Topics: customer lifecycle