Salesforce becoming ever more valuable for marketers – but data integration still a problem

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Two in three UK companies say Salesforce is more valuable to them today than this time last year, according to a report from Bluewolf.

Bluewolf – an IBM company but also a Salesforce strategic partner – issued its global State of Salesforce study, which this publication duly covered back in September. Yet the company’s latest missive shows UK...

By James Bourne, 10 January 2017, 0 comments. Categories: Data-driven marketing, Marketing Cloud.

New kid on the block: Nielsen launches Marketing Cloud software in the UK

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It seems these days that every month brings a new marketing cloud solution, but a new player to the marketplace made us sit up and pay attention.

Consumer insights and data experts Nielsen launched Nielsen Marketing Cloud in the UK last week. It’s already been up and running in the US since April, where it’s seen considerable success, particularly with consumer packaged goods (CPG) businesses.

By Rachael Power, 23 June 2016, 0 comments. Categories: Data-driven marketing, Marketing Cloud.

Cannes Lions insight: How the creative marketing industry has changed

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Whether we like it or not modern marketing is remarkably different to what it was like even five years ago. The last three years have seen seismic shifts in how the industry operates and some of us just haven’t been prepared for it and others haven’t welcomed it.

This change has been most apparent at the annual Cannes Lions International Festival of Creativity. For those unaware of the Festival – firstly you need to ask yourself how you...

By Sylvia Jensen, 22 June 2016, 1 comment. Categories: Marketing Cloud, Personalised Marketing.

Salesforce launches Marketing Cloud Lightning

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Salesforce has announced the launch of Marketing Cloud Lightning this week – a new user experience, platform and ecosystem that it claims will give marketers the power to run one to one customer journeys across sales, service and marketing.

The new announcement follows the launch earlier this year of Salesforce’s sales and services offerings built on the Lightning platform – Sales Cloud Lightning and Service Cloud Lightning. The Lightning platform is based on the...

By Liz Morrell, 11 May 2016, 0 comments. Categories: Advertising Technology, Campaigns, Marketing Cloud.

New Adobe Marketing Cloud cross device network to enable “people-based marketing”

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With customers browsing across devices, the challenge of consistently marketing to them whatever device they are using is one of the biggest to currently face the industry.  Consumers want a seamless transition between devices but with current technology focused on recognising devices rather than the people using them (unless they log-in to a site) it’s been hard to join up. A new report from Adobe published this week shows that 79% of people – and 90% of...

By Liz Morrell, 23 March 2016, 0 comments. Categories: Content Marketing, Data-driven marketing, Marketing Cloud.

Adobe aims to deliver new levels of personalised, data-driven ad buying

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Adobe has announced the rollout of what it claims is the industry’s most advanced global programmatic advertising platform for advertisers and media publishers, using Adobe Marketing Cloud solutions.

The solution will, the company claims, deliver new levels of personalised, transparent, data driven and efficient ad buying and delivery.

Using Adobe Media Optimizer advertisers are able to take direct control of automated ad buying for...

By Liz Morrell, 01 October 2015, 0 comments. Categories: Advertising, Advertising Technology, Marketing Cloud, Programmatic.

SAP claims to reinvent CRM with new product portfolio launch

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SAP has this week announced plans to unveil a new portfolio of SAP hybris tools that it claims will help businesses transform their customer relationships through simpler and yet more detailed connectivity to the customer.

The first of the trio of new products, SAP hybris Profile Solution, will the company claims, allow all customer interactions, contexts and behaviours to be captured to then create a continually evolving and dynamic profile of the customer that will allow businesses to...

By Liz Morrell, 15 September 2015, 0 comments. Categories: Advertising, CRM, Customer Experience, Data-driven marketing, Marketing Cloud.

Analysing increased adoption of big data, IoT and cloud in digital marketing initiatives

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Big data, the Internet of Things and the cloud are increasingly being used to support and drive digital marketing initiatives, according to a new survey released this week.

The survey, from 2nd Watch, shows that digital marketers are increasingly expanding their use of such technologies in order to support their digital marketing efforts with some diverting resources from other projects to enable such a move. It signals an...

By Liz Morrell, 30 July 2015, 0 comments. Categories: Big Data, Data-driven marketing, Marketing Cloud.

Salesforce launches next generation Marketing Cloud

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Marketing vendor Salesforce has launched the next generation version of its Marketing Cloud giving marketers the ability to now create any journey possible, according to the company.

The business has unveiled a number of enhancements to the platform. These include enhancements to its Journey Builder functionality which it says no allows companies to have one place to map and optimise journeys across sales, service, marketing, customer apps and more.

The company has also enhanced its...

By Liz Morrell, 22 June 2015, 0 comments. Categories: Customer Experience, Data-driven marketing, Marketing Cloud.

How Micro Focus transformed its legacy marketing platform and enhanced sales

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Micro Focus is certainly an intriguing company from a branding perspective. Its tagline is “application modernisation and management”, yet many will recognise the company as the de facto arbiter of the 55 year old COBOL language, made famous by Grace Hopper, as well as its Borland portfolio and IBM mainframes.

The company admitted there was a ‘lack of market awareness’ of the Micro Focus brand and turned to Oracle Marketing Cloud to transform its marketing...

By James Bourne, 01 April 2015, 0 comments. Categories: Case Studies, Customer Experience, Marketing Cloud.

Record investment in digital marketing technology forecast for this year

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Companies are planning record investment in digital marketing technology this year, according to a new report from Econsultancy, in partnership with Oracle Marketing Cloud.

The research, part of an annual Marketing Budgets Report, found that 79% of companies are planning to increase their spending specifically on digital marketing technology – the biggest investment since the research was launched in 2010 and an increase of 13% on last year.

The number of companies planning the...

Do B2B marketers have a trust issue when seeking external help?

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Outsourcing provides a company with experienced assistance that might not normally be available from its own internal staff, but could this solution be on its way out in B2B marketing circles?

Hinge, a professional services marketing, gathered responses from 530 professional services firms for its 2015 Professional Services Marketing Priorities report to find that only 13.2% exclusively use external resources.

The overwhelming trend is for these companies to favour having some form...

By Simon Holland, 18 February 2015, 0 comments. Categories: CRM, Customer Experience, Marketing Cloud, Personalised Marketing.

Software should do more to infiltrate the sales and marketing divide

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Sales and marketing departments are not collaborating enough and the onus should be on software companies to bring these silos together for the good of their business.

New research from CallidusCloud states that only 15.7% of respondents have aligned the two departments in their organisation, 63% do not fully share data and 62.5% have all or part of their lead data in systems that are only visible to marketing.

An abysmal 41% of sales and marketing representatives admitted using...

Marketing technology industry set for explosive revenue gains

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Companies investing in marketing technology will continue to raise their budgets, with global vendor revenue forecasted to touch $32.2 billion by 2018.

The projections, part of an IDC webinar on the marketing software revolution, reveal a compound annual growth rate (CAGR) of 12.4% and total spend of $130 billion across the five-year stretch between 2014 and...

Apple mobile device targeting leads wave of updates to Adobe Marketing Cloud

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Adobe has rolled out support for iBeacon in the latest batch of updates to its Adobe Marketing Cloud product, making it possible for marketers to target content using the location of shoppers.

Media can now be sent across a number of channels to consumers, with marketers being able to deliver a promotional message through a retailer’s app when a shopper is in a specific store.

Using Marketing Cloud, marketers are able to follow the previous action up with an email campaign...

Salesforce wants to break down the barriers between marketing, sales and customer service

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Customer relationship management (CRM) company Salesforce has taken the wraps off its latest edition of Social Studio.

While being primarily targeted at the burgeoning content marketing industry adding features that mean you might never need to use Twitter or Facebook’s interface again, Salesforce’s updated utility excels at enabling departments to collaborate on social engagement.

With Social Studio, marketers can use the software’s new social listening engine to...

Scott Roth, Return Path CMO: What I learned from my mentor at ExactTarget

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Earlier this week, email marketing intelligence provider Return Path announced the appointment of Scott Roth as its new chief marketing officer. As reported, it was a particularly interesting move: Roth had been at ExactTarget, which was hoovered up by Salesforce, and was also partnered with Return Path for several years.

Roth’s new job spec includes everything from brand...

By James Bourne, 31 October 2014, 0 comments. Categories: Campaigns, Marketing Cloud.