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Nimble's Social CRM Finds Its Way Into Office 365
September 21, 2017
Social sales and marketing software provider Nimble and cloud services consultant NeoCloud have partnered to deliver a simple, affordable contact management and CRM package for Microsoft Office 365. NeoCloud has agreed to bundle Nimble CRM into all of its Office 365 deployments, beginning this month. Nimble CRM adds employees' individual connections to a shared team relationship manager.
Account-Based Marketing Inspires New Software, Strategies
September 18, 2017
InsideView has released a new tool for business-to-business companies that have implemented account-based marketing. It is a fully redesigned version of InsideView Target, with the addition of ABM workflows and other enhancements. "Companies who want to [succeed] with ABM need to start with the right set of target accounts and people," said Joe Andrews, VP of product and solution marketing.
New Checklist Guides B2B Marketing Automation Platform Purchases
September 15, 2017
Four Quadrant this week released its Marketing Automation Buyer's Checklist for companies seeking to purchase a B2B marketing automation platform, or MAP. The checklist has eight major categories for evaluation and more than 35 subcategories. It lists more than 100 questions buyers should ask to make an informed assessment of MAP vendors' offerings.
The Vision Thing
September 15, 2017
Salesforce earlier this year introduced its Einstein Vision capability, an idea with a lot of promise but not a great deal of precedent. Who had applications that could see, and how would this be used? For decades, we've been content with scanning documents and analyzing them with OCR tools, or we've used bar codes and QR codes -- but it all came down to recognizing simple symbols.
AI Tool Captures and Updates Contacts Automatically
September 13, 2017
Nimble has partnered with CircleBack, which offers an AI-powered contact capture and cleaning tool that updates contacts and scans business cards automatically. The CircleBack tool captures email signatures in Gmail and G Suite in real time, automatically adding new contacts to a user's list. The tool photographs or scans business cards and adds the information to contact lists as well.
Rise in Mobile Commerce Fuels Demand for Omnichannel Service
August 30, 2017
Omnichannel support and communications are becoming essential for brands, as consumers' increasing use of mobile devices to make purchases and access content fuels their demand to be able to connect with companies when and how they want. However, brands lack the necessary expertise and infrastructure, and are turning to mobile network operators, or MNOs, to acquire omnichannel capabilities.
Zyme CCO Ted Dimbero: Connecting the Channel Data Dots
August 24, 2017
"Channel data management is about providing high-tech companies with all the data and information they need to effectively manage their distribution channels, sales and marketing," said Zyme CCO Ted Dimbero. "Traditionally, companies have relied on managing the channel fairly blindly. They may get monthly data, but a lot of the data is incomplete or too late to make important decisions."
Has Marketing Automation Started Making Sense?
August 21, 2017
B2B marketing automation has a long way to go, suggest the results of a recent survey of more than 350 marketing professionals in the United States and Europe. Act-On Software commissioned Econsultancy to conduct the research for its State of B2B Marketing report released last week. Only 51 percent of respondents said the CMO or equivalent took a keen interest in marketing automation.
Businesses Leverage Instagram Stories to New Heights
August 3, 2017
Instagram's Stories feature, which launched one year ago, has achieved widespread engagement among businesses that want to raise their brand awareness and expand their e-commerce penetration, the company said. The tool, launched in August 2016, allows users to create digital slide shows out of photos and videos in order to convey a story. More than 250 million daily active users are on Stories.
InsideView Launches Expert Consulting Service for B2B Marketers
July 31, 2017
InsideView has announced a consulting service to help B2B marketers implement account-based marketing. Expert Service, the first in the firm's planned series of InsideView Expert Services, delivers target market analytics and helps customers build a view of their total addressable market using a data visualization console. InsideView's TAM service is a blend of consulting, technology and data.
SEO, SEM Rule Retailers' Marketing Budgets
July 21, 2017
Retailers have been focusing on technologies to measure and assess customer response, and have been using the data they produce to drive e-commerce decisions, suggests a study of 136 enterprise retailers. Enterprise retailers with at least $500 million in annual revenues participated in the study, which was a joint effort of Adam Software, an Aprimo company; WBR Digital; and ChannelAdvisor.
3 Keys to Customer Satisfaction: Speed, Efficiency, Knowledge
July 20, 2017
Customers want fast service or support from knowledgeable people where, when and how they prefer to receive it, based on results of a study the CMO Council published Tuesday. Together with SAP Hybris, the CMO Council last year conducted an online survey of 2,000 respondents, equally divided between men and women. Fifty percent were in the U.S., and 25 percent each resided in Canada and Europe.
Facebook Launches 'Discover Growth' Global B2B Ad Campaign
July 20, 2017
Facebook on Wednesday launched "Discover Growth," a global ad campaign targeting B2B marketers. The 30-day U.S. ad campaign, which will target direct-response marketers as well as traditional brands, will run both on and off the Facebook platform. The on-platform campaign reportedly will consist of one ad per day on Facebook, Instagram and the Facebook Audience Network.
The 3 Crucial Stages of an Effective Content Marketing Strategy
July 12, 2017
There are three key stages of implementing a content-based lead generation strategy -- content development, targeting and prospect nurturing -- that marketers should take into account. However, they often focus on one stage more than the others, missing out on opportunities for optimization. That is one of the findings of a new study from NetLine, a B2B content syndication lead generation network.
4 Marketing Strategies That Can Boost B2B Sales: Study
June 29, 2017
Four business marketing strategies can boost business-to-business sales conversion rates by up to 25 percentage points, based on results of a survey Altman Vilandrie released this week. However, only 15 percent of businesses fully take advantage of them. Even those that do use the strategies sometimes fail to maximize sales conversions because of a lack of coordination and integration.
Experts Identify 6 Emerging Influencer Marketing Trends
June 23, 2017
Influencer marketing has become an area of strategic importance for marketing departments, according to Traackr. B2B technology companies are aware of the trend, according to the paper's coauthor, business consultant Mark Schaefer, but they lag in implementing influencer marketing programs. Interviews with 10 marketing experts suggest that influencer marketing requires a fundamental shift.
Digital River, Adobe Strengthen Cloud Commerce Alliance
June 22, 2017
Digital River has expanded its ties with Adobe Experience Manager to offer an end-to-end cloud commerce solution targeting the high-tech industry. The new solution, which is based on a 2015 agreement to integrate Digital River's cloud-based Global Commerce Platform with Adobe Experience Manager, offers brands a fresh approach for bolstering their direct channel strategy and competitive position.
Savvy Marketers Don't Ditch the Non-Digital
June 20, 2017
A good motto for modern marketing would be, "When in doubt, check the data." Perhaps an even better one would be, "When not in doubt, check the data to see if you should be." There's never been a time when we've had such an ability to compile, collate, analyze and understand marketing data. It's not possible to get by on intuition -- even if it's rooted in deep experience and personal knowledge.
Swiftpage CEO John Oechsle: Better Interactions Lead to More Transactions
June 15, 2017
"There are groups within companies that don't want to interact with a full-blown CRM application," said Swiftpage CEO John Oechsle. "They want to access it based on the functions they want it to perform. These small purpose-built apps are going to continue to evolve. Also, people want to interact with software using voice ... . They don't want to sit there and type."
Firms Eager to Try New Sales Technologies, Survey Suggests
June 13, 2017
More than 80 percent of high-growth sales organizations use five or more sales technologies, suggests a recent online survey of 400 companies. Velocify and the American Association of Inside Sales Professionals partnered on the research and released their findings on Tuesday. The average number of sales technologies in use was 10, based on the participants' reports.
Salesforce Parallelism
June 12, 2017
For several years now, Salesforce has built distinct product lines that all work off the same platform and can integrate in interesting ways. There are product lines for the enterprise, small and mid-sized businesses, business-to-business firms and business-to-consumer operations -- and probably some others that I haven't considered. The rationale for all of these new products is simple.
Zuora VP Matt Darrow: The Intelligence of the Subscription Model
June 2, 2017
"We think of 'subscription' broadly," said Matt Darrow, VP and general manager of product at Zuora. "It's when companies do business with customers with whom they have a known relationship, and those relationships are sticky. The subscription model is great for engagement because companies know that in order to be successful they need to deliver ongoing services that keep providing value."
Salesforce Offers Alternative to Old-School Partner Portals
June 1, 2017
Salesforce on Wednesday announced the Sales Cloud Lightning Partner Relationship Management app as a replacement for partner portals and electronic data interchanges that lack modern features such as built-in mobile, social analytics and AI capabilities. The PRM app has an interactive Guided Setup Wizard that lets channel managers configure, customize and deploy the app in days.
Google Brings Machine Learning to Online Marketing Assessment
May 26, 2017
Google earlier this week unveiled Google Attribution, a tool that uses machine learning to measure the effectiveness of online marketing campaigns across a variety of devices and channels. Part of a series of new measurement tools introduced at Google Marketing Next, Google Attribution aims to help marketers determine what is driving consumers to make their online purchasing decisions.
E-Commerce Gets the Einstein Treatment
May 17, 2017
E-commerce brings together several themes that relate to our current fascination with artificial intelligence, machine learning, bots, mobile technology and the like. It's actually more than that, because it represents an underserved part of CRM. Until fairly recently, there were few tools that retailers could use to reach online customers for marketing and sales.
Marketing Firm Zeta Global Turns Heads With $140M Funding Round
April 29, 2017
Cloud marketing automation firm Zeta Global on Thursday announced that it has raised $140 million in its largest ever round of financing. Former Apple CEO John Sculley and David Steinberg cofounded the company in 2007. GPI Capital led the Series F financing, which includes $115 million in equity and $25 million in debt. Zeta will use the funds to advance its growth plan through strategic acquisitions.
Take Marketing Off Autopilot and Get Creative
April 19, 2017
More than a quarter of marketers went into marketing because they wanted to be creative, researchers have found. So why do so many B2B marketing efforts seem exactly the same? The reason, in part, is that some things work well. In nature, convergent evolution leads different kinds of organisms to similar solutions when they work. The number of strategies that will lead to success is limited.
CloudCraze EVP Andrew Witherspoon: For Successful B2B, Set Aside Expectations
April 12, 2017
"If there's anything true about B2B service, you have to do it in the context of the customers themselves in order to be successful. That's our philosophy," said CloudCraze EVP Andrew Witherspoon. "What is the purpose of CRM and marketing? It's to reach out, find and engage prospects, and to move them through a buying cycle. All those capabilities are on a CRM platform.
What Is Verizon Promising With Its New Oath?
April 4, 2017
Verizon on Monday confirmed reports that it will rebrand its AOL and Yahoo businesses under a new entity called "Oath." AOL CEO Tim Armstrong delivered the message via a tweet. The rebranding is part of a plan to reinvest millions into the legacy digital content companies with the aim of creating a major new platform. The "Yahoo" and "AOL" names will live on under the overarching Oath brand.
Translating Website Visits Into Quality Leads
March 30, 2017
Back in the day -- like, 1993 -- every company had to have a website because it was the thing you did! A website was something new, fresh and shiny, and it allowed the marketing team to reach more people than ever before. It was on the Internet, which automatically made your company seem cool. It was totally rad! Within about 18 moths, though, everyone had a website and the novelty wore off.
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