Salesforce has announced integrations between its Marketing Cloud and Google Analytics 360 that equip marketers with a broad range of new capabilities. Marketers now can view consumer insights from both Marketing Cloud and Analytics 360 in a single journey analytics dashboard. If they see a high rate of browse abandons, they can create a tailored journey to re-engage them, for example.

HubSpot has rolled out platform integrations with Shopify and Workplace by Facebook, which are designed to support the marketing and sales efforts of SMBs. The Shopify integration lets e-commerce marketers sync specific merchant sales data from Shopify into HubSpot for use as a marketing signal; segment users based on products, deals and order history; and follow up on abandoned shopping carts.

For some time, it has been my impression that in the CRM market, all -- or at least most -- of the good ideas have been taken. It's been a long time since we've seen a new systemic approach to front-office business. It's even been a long time since we've seen a major innovation at the department level. CRM itself was a systemic innovation in the last decade of the last century.

Lattice Engines, a provider of account-based marketing tools driven by AI, has announced the launch of Lattice Atlas, calling it the first customer data platform for ABM. The new platform synchronizes all customer data across a single, integrated view, making it easier for customers to see their data, no matter the source. Customers often have to view data across multiple tools and workflows.

Companies that aim to upsell their existing customers should develop a hybrid message that reinforces their existing relationships while providing an incentive to break the status quo, suggests a new study. Corporate Visions previously has commissioned studies on how to shake prospective customers' status quo bias to persuade them to consider your products or services.

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 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.

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 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."

Salesforce has launched Salesforce Essentials, a collection of intelligent apps targeting SMBs. Built on the Salesforce Lightning framework, Essentials offers a consumer-like experience optimized for any device. Relevant information is displayed on one unified console, with drag-and-drop customization. "Essentials is easy to try, set up, use and maintain," said Salesforce SVP Marie Rosecrans.

Adam Smith famously referred to "the invisible hand" of the free market in his landmark book The Wealth of Nations, and with that made himself one of the very first political economists. Smith's observation was so on point that most of us assume markets run through the agency of individuals pursuing their enlightened self-interests, which helped drive the evolution of CRM as a tracking tool.

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 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."

Broken corporate processes have been contributing to negative customer experiences, a recent survey suggests. One thousand employees in U.S. companies with a workforce of 500 or more who work on a computer or mobile device for more than five hours a day responded to the online survey conducted by Nintex. Overall, 54 percent observed broken administrative processes within their organization.

DataFox has launched Account Scoring, a new product to help businesses and financial firms find and prioritize optimum target clients. DataFox offers clients data on more than two million companies to help them prioritize existing prospect accounts, as well as discover new companies to add to their CRM systems as potential high priorities, said CMO Mike Dorsey.

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 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 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.

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."

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."

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 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.

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.

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.

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.

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.

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.

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 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.

Bpm'online has introduced software update 7.11 for its intelligent CRM and BPM platform, with more than 200 improvements designed to accelerate strategy execution. Among other features, it provides new machine learning capabilities and predictive algorithms that offer users relevant information and automation within a specific context based on analysis of historical data.