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Demandbase Debuts ABM Analytics for Optimal Marketing Performance
April 18, 2018
Demandbase officially announced ABM Analytics during its annual ABM Innovation Summit. The new tech, part of the company's account-based marketing platform, leverages its account identification technology to help marketers analyze performance from advertising to pipeline and revenue figures. "AI gives B2B marketers a clear view into the behavior of their target accounts," said CMO Peter Isaacson.
Facebook Peddles Future Behavior Data to Advertisers
April 17, 2018
Facebook reportedly has developed a new advertising service designed to predict the future behavior of consumers. The service uses FBLearner Flow, an artificial intelligence prediction engine the company introduced in 2016. The technology enables companies to target people based on decisions they haven't yet made. The data the new service taps is aggregated and anonymized.
HubSpot Sales Exec Brian Signorelli: Get Your Prospects to Call You
April 15, 2018
A number of trends have taken hold in the CRM space, according toHubSpot Sales Exec Brian Signorelli. "One of the first things that stands out to me is that, ironically, despite all the money that is spent on CRM overall, sales reps aren't spending that much time there," he said. "Instead, reps are using all these tools that are connected in some way to CRM, like email or sales acceleration."
The Danger of Underestimating Your Brand's Value
April 5, 2018
A solid brand is key to business success, but over the years I have seen many companies try to commit suicide by killing the brand identities they spent so many years and so much money creating. Many are now gone. Others are still around, but in a weakened position. You must give the customer a compelling, emotional reason to want to be connected to your company.
Zoho VP Rodrigo Vaca: AI Can Help Salespeople Seize the Moment
March 26, 2018
"The rise of artificial intelligence, for sales teams both internally and externally, is the biggest trend in the industry," observed Rodrigo Vaca, vice president of marketing for CRM at Zoho. If you think of CRM as the centerpiece for your company, and you marry that with the escalating amount of data that each company is gathering each day, ... you can do any sort of analysis on it."
Squandering Customer Loyalty Is Risky Business
March 22, 2018
Customers often make investments in their relationships with the businesses they choose to patronize. There is plenty of competition, so companies must pay attention. It's only when a company respects and wants a customer as much as the customer wants the company that things will go well, and a long-term brand relationship will be created. However, too many companies focus only on themselves.
Mobile Pay, Smart Speaker Brand Confusion Means No Winners
March 1, 2018
Google Pay launched last week, becoming the latest entry in the world of master-brand confusion. The new Google Pay combines features of Android Pay and Google Wallet, brands that each had different brand relationships with customers. That means the master brand message, which should be simple and clean, and which Google should have been building all along, is shaky at best.
AdRoll Creates New Division to Target B2B Marketers
February 28, 2018
AdRoll has announced RollWorks, a new division that will provide business-to-business marketers with highly targeted, personalized marketing at scale across multiple channels and devices. The result of a corporate restructuring, RollWorks will focus specifically on B2B marketing, while the AdRoll business unit will focus on the company's legacy products for e-commerce SMBs.
FutureProof Retail President Di Di Chan: Combine Your Strengths
February 27, 2018
FutureProof Retail aims to redefine the in-store checkout experience. "From the consumer point of view, when you go shopping you have people who help you and service you, and you walk away happy," said President Di Di Chan. "What we're doing is bringing the online offline, to centralize that service. It's not just the top VIP shopper who can enjoy that experience -- everyone can."
Google Launches Offensive Against Annoying Ads
February 15, 2018
Google's Chrome Web browser has begun blocking some of the Net's most annoying types of ads. Chrome's built-in ad filter blocks ads based on standards devised by the Coalition for Better Ads, an industry group whose membership roster includes Google, Facebook, Microsoft, Procter & Gamble, Unilever and The Washington Post. The group aims to improve consumer experiences with advertising.
Intel's Fake 5G Olympic Hail Mary
February 12, 2018
If there ever were a time when perception Trumped reality, this would be it. So much of what we see these days that looks real just isn't. I can connect a lot of this back to Steve Jobs, who was the master at this in the tech world. However, I'm worried that too many people don't realize that there were several times Steve missed jail by the skin of his teeth, largely because he did amazing work under pressure.
There May Be Gold in Them Thar Podcasts
February 2, 2018
User engagement with podcasts has been steadily increasing, and many listeners actually prefer longer-format content, based on results of Apple's Podcast Analytics reported this week. The service, which Apple launched late last year, gives podcasters a way to track performance metrics including number of listeners, total time listened and time per device.
Google's Ad Mute Option Could Be a Valuable Messaging Tool
January 26, 2018
Google on Thursday announced a new feature that will let users mute so-called "reminder ads" in third-party apps and websites that are powered by its ad engine. It plans to expand this feature to its own services, including Gmail, YouTube and Google Search, in the coming months. The new tool is the latest addition to Google's dashboard for ad controls.
The Top 20 CRM Blogs of 2017: Countdown, Part 1
January 22, 2018
Something very interesting is happening in the world of CRM blogs: CRM is becoming less and less of a subject. Oh, it's in there -- it's just being elbowed to the back of the stage by a whole host of other related disciplines and technologies. Customer experience, customer engagement and content marketing are vying with artificial intelligence, Internet of Things and bots to elbow ahead of CRM.
Salesfusion Launches Spiffy New Marketing Automation Tool
January 17, 2018
Salesfusion has launched version 12 of its marketing automation solution. It rebuilt Salesfusion 12 from the ground up to provide an architecture robust enough to support "the easiest-to-use, most modern campaign creation tools available to marketers today," said Greg Vilines, VP of product and engineering. It provides enterprise-grade power and features without the typical price tag, he added.
Demandbase Adds Conversion Solution to ABM Platform
January 15, 2018
Demandbase has launched its Conversion Solution, adding AI-enabled intent data to its ABM platform, which already incorporates targeting and engagement solutions. It sends sales teams relevant and actionable alerts and insights across multiple channels in real time when one of their accounts is in the news, visiting their company's website, or demonstrating interest in their products.
Winning Tactics for Marketing in the Micro-Moment
January 10, 2018
Google believes that all the important consumer buying decisions happen in a brief flash of time. Understanding and responding to customer needs in those all-important, tiny moments is key to successful marketing, the company says. Specifically, they are the exact moments when people turn to a device because they want one or more of four things: to know, do, go or buy. Google has built a new marketing model around "micro-moments."
Verizon's Reawakening
January 5, 2018
Verizon is finally snapping out of the doldrums it has been stuck in for the last several years. It seems to be on a comeback trail, thanks to its new advertising campaign. All of a sudden, it is blowing its own horn again. Verizon and Verizon Wireless in recent years have made many high-profile missteps, goofs and errors, but it looks as though the company is finally taking a different route.
Big Players Scored in the E-Commerce Battles of 2017
January 2, 2018
Moves that allowed major e-commerce players to jockey for position both off and on the Internet made headlines in 2017. "The year was a triumph for market leaders," said Mike Comstock, a senior adviser at GrandCanals. "Leading companies like Amazon, Target and Walmart just got stronger, as they have the resources to either build or buy whatever they need to win."
6 Ways to Boost Your Mobile Commerce Performance
December 30, 2017
One thing the latest holiday sales season made crystal clear is that mobile commerce is on the rise. On Cyber Monday, mobile shopping totaled 47.4 percent of visits to retailers' websites, according to Adobe. However, etailers could do much more to milk the mobile shopping cow. "Traditional mobile sites aren't designed for the way people want to discover new products," said Qubit CEO Graham Cooke.
B2B Digital Ad Spending to Jump Next Year
December 18, 2017
B2B ad spending will increase 13 percent in 2018 to hit $4.6 billion from this year's estimated $4.07 billion, eMarketer has predicted. However, its proportion of all U.S. digital ad spending will remain unchanged at 4.9 percent, which implies growth in other digital ad spend areas as well. Desktops and laptops will continue to attract the bulk of B2B digital ad spend, according to eMarketer.
Most Marketers Struggle to Reach Targeted Customers
December 16, 2017
Sixty percent of the digital marketing professionals who responded to a recent survey reported difficulty in reaching their target audiences with messaging and content. Only 19 percent of those surveyed were "very familiar" with how automation could help drive marketing campaigns, according to Ytel. Fifty-eight percent of those surveyed said they liked to use phones for marketing.
B2B Tech Marketers Have Work Cut Out for Them
December 4, 2017
Product reliability and ease of use are key for B2B technology marketers, suggests a recent survey of technology product and service decision makers in the U.S. Four hundred B2B tech buyers participated in the survey, conducted for Lavidge by WestGroup Research. Overall, 68 percent cited reliability as the most critical criterion in their purchase decisions; 64 percent said ease of use was key.
New Integration Improves Engagement for B2B Marketers
November 17, 2017
BrightFunnel this week announced the integration of its BrightFunnel Revenue Intelligence Suite with Microsoft Dynamics. The integration will let enterprise B2B marketing teams analyze the impact of marketing investments on their companies' business. They'll be able to accurately measure marketing attribution to pipeline and revenue across every marketing channel, campaign and initiative.
Amazon Sneaks In Third-Party Seller Discounts
November 7, 2017
Amazon recently began reducing prices on merchandise sold by third-party sellers, ratcheting up its market share competition with discount stores, including Walmart. The company has started to display a new tag, "Discount Provided by Amazon." Price cuts so far have been a little less than 10 percent on goods sold by independent retailers. Amazon has been absorbing the losses itself.
New Relationship Marketing Hub Aims to Goose Conversion Rates
November 3, 2017
Optimove has released a new version of its relationship marketing hub. Optimove 6.0 lets users automate targeted marketing campaigns for new visitors as precisely as they can for current customers, the company said. It combines Web analytics with look-alike data, machine learning, and AI from its retention ecosystem to make accurate predictions of future spend before customers make a purchase.
7 Tips for Highly Effective Content Marketing
October 23, 2017
Content marketing, which bridges the divide between marketing and storytelling, is vital to attracting and keeping e-commerce customers. "Content marketing is the practice of sharing information your target audience will find helpful and valuable with the intention of creating a profitable customer relationship," said Ardath Albee, CEO of Marketing Interactions.
Email Marketing Goes Hand-in-Glove With E-Commerce Shipping
October 20, 2017
ShippingEasy on Thursday launched Automated Email Marketing as an addition to its customer management module. This new tool has a powerful rules engine that helps users increase sales, the company said. Among other things, it can set up a trigger to send an email to first-time buyers immediately after an order is downloaded -- customized with a logo and specific coupon code if desired.
Accenture, SAP Plot One CX Platform for All
October 18, 2017
Accenture Interactive and SAP Hybris have partnered to create a new platform that will let users build and curate end-to-end contextual, personalized customer experiences -- from marketing, e-commerce and offline shopping to customer service and loyalty management. The joint platform will target B2C and B2B firms in retail, telecommunications and resources.
New Tools Offer Wholesale Distributors Fast Track to E-Commerce
October 18, 2017
Epicor this week released Epicor Commerce Connect, a cloud-based application designed to help wholesale distributors quickly deploy e-commerce sites that will automate many of the steps required to move product to their customers. The Commerce Connect software is now available for Epicor Eclipse, a cloud-based platform geared toward helping companies deploy rich B2B and B2C solutions.
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