The top trends shaping CRM in 2018

The concept of CRM has shifted over the years from a Rolodex of business cards to a digital sales contact management system to its current incarnation as a fully-realised sales and marketing enablement solution. But as markets grow and fragment, and consumer behaviours and technologies evolve at a rapid pace, CRM must keep up with those changes in order to remain valuable to sales-driven organisations.

So what will CRM look...

By Dimitri Akhrin, 11 September 2018, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing.

Will the SaaS revolution stifle digital marketing innovation?

It’s a common perception that software as a service (SaaS) now drives digital industry innovation.

Companies like Salesforce, MailChimp, Kenshoo, Marin and Impact ushered in SaaS revolutions in their respective industries by introducing new technology and pricing models. But some people question, will SaaS really be good for digital innovation over the next decade?

The growth and popularity of SaaS...

By Anthony Clements, 07 September 2018, 0 comments. Categories: CRM, Data-driven marketing, Marketing Cloud.

CRM software giant Salesforce appoints Keith Block as co-CEO

Enterprise software giant Salesforce has promoted its former chief operating officer, Keith Block, to the role of co-CEO.

Reporting directly to the board and working alongside the cloud CRM specialist’s founder and CEO, Marc Benioff, who will remain chairman, Block’s move puts Salesforce in a very small camp of co-led companies which, funnily enough, includes rival Oracle - where the two originally met.

Block has served as the company’s vice chairman, president and director since joining in...

By Mark Jones, 08 August 2018, 0 comments. Categories: Advertising Technology, Automation, CRM, Data-driven marketing.

Salesforce snaps up Israeli cloud-based AI group Datorama for $800m

Salesforce has announced the acquisition of Israel-based Datorama, a cloud-based AI (artificial intelligence) company.

While terms of the deal weren’t disclosed, reports suggest the deal could be worth approximately $800m (£602m), as the US sales and marketing cloud tech giant looks to keep pace with rivals such as Adobe and Oracle.

Datorama enables more than 3,000 leading global agencies and brands - including PepsiCo, Ticketmaster, Trivago, Unilever, Pernod Ricard and Foursquare, make sense of...

By Mark Jones, 17 July 2018, 0 comments. Categories: Advertising, CRM, Customer Experience, Data Science.

How many marketers truly understand the customer journey – and if not, how can you quickly?

It may be a popular buzz-phrase but how many marketers have really got their heads around the role – and components – of a savvy customer journey, and what’s the answer to getting up and running if they’re a little behind?

‘Customer experience’ (CX) is without a doubt the most important phrase for anyone responsible for an organisation's service levels. And in the world of marketing, the phrase 'customer journey' should be just as pivotal.

A mechanism to ensure...

By Andy McCaul, 29 June 2018, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing.

Nine in 10 marketers admit their marketing automation is not up to scratch

For all the talk of marketing automation software’s power to streamline menial tasks, it seems few marketers are actually getting it right.

In fact, a survey by GetResponse and SmartInsights on the activities of 585 marketers across B2C and B2B firms, spanning 19 industries, found that less than one in 10 (8%) considered their use of marketing automation software to be meeting a high rate of effectiveness, while 28% rated their expertise with the software ‘basic’.

A further 19%, meanwhile,...

By Mark Jones, 14 June 2018, 0 comments. Categories: Automation, CRM, Email marketing.

Salesforce and Google ramp up data sharing partnership for CRM marketing

Following integration between their CRM and analytics products late last year, Salesforce and Google have announced that they will now share data between Salesforce Marketing Cloud and Google Analytics 360.

The tie-in between the two cloud-based products, which is already in trial with brands including Ticketmaster, would allow Salesforce customers to access insights from both platforms to build highly-personalised and reactive campaigns based on cross-channel insights.

Speaking to TechCrunch,...

By Mark Jones, 13 June 2018, 0 comments. Categories: CRM, Marketing Cloud, Personalised Marketing, Web Analytics.

CMOs and CFOs are working in harmony – but more can still be done to close the gap

CMOs and CFOs need to get along harmoniously to achieve digital transformation – that much we already know. Yet according to a new research report from Wipro Digital, the two C suites are seeing eye to eye on digital marketing budgets.

The study, which was based on responses from 50 CMOs and 50 CFOs at US companies, says the two are seeing eye to eye much more than ever before. Yet it’s not all peaches and cream; 36% in the financial side said marketers’ use of click through rates and...

By James Bourne, 01 June 2018, 0 comments. Categories: Content Marketing, CRM, Data-driven marketing.

The four most important metrics for any marketer to understand

Traditionally, marketers have tended to focus on clicks, unique visitors, leads and opportunities to measure campaigns and demonstrate their business impact.

While the marketing industry will never fully divert from these more traditional metrics, the competition is becoming tougher than ever before – with 589,008 new UK businesses setting up shop in 2017 alone. To truly stand out and drive a business forward in the modern day,...

By Jen Grant, 02 May 2018, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing.