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Marketers Need New Strategies To Parry Cookieless Advertising
July 29, 2021
The impending loss of third-party digital cookies will soon force the e-commerce advertising industry to shift its strategies fast. These developments are issuing a real blow to advertisers seeking to leverage third-party data. At issue now is how brands will regroup from these substantial changes to online advertising.
Better CX Through Customer Journey Management
July 15, 2021
The need for better customer journeys is a challenging goal. Overcoming operational challenges to become more agile in meeting customer needs -- and raising the maturity of the customer experience team -- will be critical to staying competitive in this ever-changing business environment, advised Bloomfire CEO Mark Hammer.
Customer Data Platform: Build It or Buy It?
July 8, 2021
The build-versus-buy decision is an important one. Companies have been making similar choices about their technology stacks for decades. When it comes to customer data platforms, however, some organizations are rushing to make a determination. There are some important questions to ask before making a build-or-buy choice. Let's take a look at the factors involved.
Creating Paths of Engagement for Effective E-Commerce Journeys
July 6, 2021
From an initial expression of interest, to a purchase, to receiving ongoing support and ultimately buying again, customers take a variety of journeys as they interact with brands. The more a company considers and plans for the paths its customers will follow, the more likely it is that the business will be able to design effective journeys for those customers.
CRM's Virtuous Circle
July 6, 2021
First, cloud-based CRM democratized business information, then it erased the distance between customers and vendors. Now it is poised to expand into other areas with similar democratizing opportunities. I am speaking about how we work -- at least those of us in the knowledge economy -- but there's a good chance that CRM's reach will also influence the economy of essential workers too.
Salesforce Season
June 28, 2021
There may be two Salesforce seasons in a year -- the one we're finishing and one that happens just before Dreamforce. Roughly speaking, these seasons happen when the company disgorges a raft of new technologies both to update existing products and to bring forth new ones. This season covers a lot of ground; everything from sustainability to workforce management and vertical industry CRM solutions.
B2C Marketers Plan To Double the Volume of Digital Messages
June 24, 2021
The post-pandemic era is bringing many changes to how the marketing industry interacts with messaging strategies and how marketers work. Chief among these changes is the technology they use and the frequency with which they visit company offices. But one essential industry staple is not changing. This element is the extent to which B2C marketers rely on digital messaging to engage customers and prospects.
What Post-Pandemic Recovery Means to Sales Pros
June 9, 2021
The economic implications of Covid-19 have been devastating for many sectors and individuals. As we head into the summer of 2021 anticipating that most places in the U.S. will be fully open for business, many industries are looking at what the post-Covid recovery will mean for them. For sales professionals, the comeback might certainly bring a windfall but also presents challenges.
Coupon and Discount Advice to Encourage Online Sales
June 8, 2021
Everyone loves a deal, and e-commerce shoppers are no different. Coupons, discounts, and other offers can draw in new customers and build loyalty with existing ones. In fact, according to recent survey by Vericast, 83 percent of consumers bought at least one item in the last six months -- and 62 percent shopped with a brand for the first time -- because of a coupon or discount.
Grinding Data Into Information
June 8, 2021
A lot of time and treasure has already been spent on "going digital" with no clear understanding of what that should mean. But going digital should, at least in part, mean taking full responsibility for turning a business' mountain of customer data into usable information that advances the company mission.
How to Build a CX Business Case for Your CFO
May 25, 2021
Across all businesses, the entire C-suite leadership team is looking to validate an experience management program by asking one question: what is the financial impact of my CX investment? Making a business case to the financial leaders of your company means that you have to be prepared to answer any value-based questions they might throw your way.
Many CEOs Skeptical of Social Media Marketing
May 4, 2021
A survey of more than 200 CEOs maintains that poor digital marketing practices and meaningless metrics are "putting the board to sleep." According to the study, 62 percent of the CEOs believe that too much of marketing budgets is wasted on activities that don't deliver meaningful results, while nearly as many -- 60 percent -- think that the marketing potential of social media has been exaggerated.
Three-Part Evolution
April 30, 2021
I've been writing about the importance of platform as a tool and as a strategy for a while -- and not only with regard to Salesforce. I'd say most CRM vendors have a platform story; others like Oracle and Zoho come up as examples all the time. The difference with Salesforce is that it's looking beyond the platform to what it does, not only for its customers but also for the company's own positioning.
How to Avoid the Cost of Churn With Better Customer Experiences
April 27, 2021
Customer churn is costing mid-market companies an average of $5.5 million per year. Retailers need to avoid the expensive mistakes that result in such disastrous churn. This presents a clamorous alarm to marketers. One solution to this costly predicament is to get sales teams to work effectively, and consistently, in CRM platforms.
Need More From Your Digital Ad Spend? Adopt Contextual Alignment
April 21, 2021
Many digital marketers spend too much on targeting an already loyal customer base rather than tapping into new streams. Dr. Jorge Barraza, professor of applied psychology at the University of Southern California, has a plan to help advertisers reach consumers that would not normally buy their products, by using the principle of contextual alignment.
Newslettering vs. Blogging
April 16, 2021
Newsletters have become popular over the last few years; and especially over the past year during you-know-what when in-person meetings were taboo. Many companies are trying to figure out how to best leverage them, and new software platforms make it increasingly easy to produce one or more. What interests me about the newsletter format is how blog-like it is.
Sophisticated CRM Now at the Core of Customer Success
April 1, 2021
With most workers continuing to work remotely, CRM has become an important tool for managing relationship risk. Financial firms have to deal with market and operational risk, consumer retailers have to focus on supply chain risk, and all companies have to keep an eye on economic risk. Relationship risk is no different, and the role of the CRM is right at the center.
AI, ML Not Yet a Plug-and-Play Proposition for Marketers: Study
March 24, 2021
Personalization and automation, two of the hottest buzzwords in the lexicon of CRM practitioners, are all the rage for marketers these days. But only 14 percent of organizations are using artificial intelligence or machine language to automate their marketing campaigns. A survey by Rackspace Technology reveals that the majority of organizations worldwide lack the internal resources to support these high-powered CRM initiatives.
The Role of Marketing Attribution in the New Age of E-Commerce
March 24, 2021
When it comes to marketing strategies, nothing is more important than analyzing and measuring the actual effectiveness, influence, and ROI of every campaign. Understanding the contribution of every channel and the customer conversion process enables marketers to adapt and adjust accordingly. Let's discuss what marketing attribution is; and how it can help e-commerce companies grow their businesses.
Implementing Iterative ROI
March 22, 2021
In the old days you could identify weak spots in your business and purchase software systems designed to eliminate or at least to significantly reduce those liabilities. Performing an ROI analysis usually consisted of two parts: a before study to determine the business' steady state; and a post implementation analysis to determine improvement. Good as that sounds, such studies left out a lot.
The CRM Systems Training Issue
March 15, 2021
As the CRM solution set continues to grow, it's likely that training systems will be increasingly important. That growth has the effect of converging vendor functionality at roughly the same place, making tertiary product attributes like training systems important differentiators. Taking this into account, the next big thing in CRM might not be a new customer-facing app -- but one that faces employees.
The Three C's of Optimizing CRM Data
March 12, 2021
Monitoring and maintaining your data is an ongoing, strategic process. By educating your CRM users -- and making their data entry process as easy as possible -- you can ensure that better-quality data will be entering the system. Here's how you can give your company a true advantage -- and empower everyone who relies on your CRM's data.
Mirror Image Solutions
March 8, 2021
Two CRM vendors made news recently. Zoho had an analyst conference that reminded us that many businesses don't benefit enough from verticalized suites; and Microsoft introduced several vertical industry systems, including one for nonprofits. One could say that Zoho and Microsoft displayed mirror image solutions in some ways. Let's take closer look.
Get Your CRM Ready for Some Good News
March 1, 2021
There is budding optimism about the future. COVID-19 cases and deaths are in decline, financial indicators are decent and trending up, and forecasters are predicting a booming economy. This involves a lot of buying and selling at both the business-to-business and business-to-consumer ends of the spectrum. So now might be a very good time to take inventory on plant, equipment and employees through the lens of CRM.
Shifting Shopping Trends Push Retailers to Rethink Marketing
February 25, 2021
Shopping trends are expanding as the pandemic's effect on e-commerce continues, forcing retailers to adapt their marketing strategies to meet new consumer expectations and demands, according to a new report. Consumer adoption of digital shopping is driving increased use of user-generated content, new private labels, and access to product sampling.
New Customer Experience Needs and Commerce Trends for 2021
February 24, 2021
Commerce analysts do not see consumers shedding their newfound buying options in the wake of a post-pandemic marketplace. Concerns for health safety, social distancing, and remote working will remain priorities for many shoppers. Merchants who demonstrate that they are able to quickly get products to consumers, resolve issues with customer service, and provide fast delivery and returns will be the ones that thrive.
CRM's Pandemic Performance
February 1, 2021
If you step back and look at what the tech sector has demonstrated to us through COVID, you can feel impressed. Early in the crisis vendors like Salesforce and Zoho began offering their products for free, or at low cost, to companies and end users suddenly faced with working at home. Oracle, Salesforce and others also developed tracking apps that could be easily deployed on the Web to help health authorities track exposure and quarantines.
Misunderstood Loyalty
January 22, 2021
Both marketing and loyalty had delayed starts in the CRM world, and both exhibited traits of confusion among those charged with their rollouts; strongly evidenced by a lack of specificity in the early applications that carried their badges. Loyalty is back in the spotlight now; as multiple vendors have entered the loyalty market as both startups and established businesses take a swing at the ball.
Conversational Platform Trends for 2021
January 19, 2021
Live chat and conversational platform technologies have made significant advancements in recent years. Thanks to AI and machine learning, these implementations have gone beyond just being a customer support tool, to a crucial component of an e-commerce revenue engine. Here's what retailers need to know to get maximum conversions and satisfied customers from live chat tools in 2021 and beyond.
Consumers Becoming More Tolerant of Chatbots for Certain Tasks
January 15, 2021
If you want to smooth over irate clients and offer more efficient customer services, consider conversational bots instead of a roomful of human company reps. Researchers see consumers' comfort levels with a variety of chatbot technologies softening towards customer service, scheduling, banking, and therapy.
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Given the spread of the Covid-19 Delta variant, if my employer requires me to return to the company's location in 2021, I will...
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