Moving from AI to ‘applied intelligence’ to identify revenue sources and deliver business value

As companies increasingly adopt CRM technology and improve their data governance, they now have more customer and prospect data than ever before. They have reams of sales and marketing metrics. Yet in the post-GDPR era, with plummeting data confidence, growing numbers now admit the sales funnel is broken.

With a challenging economic climate and Brexit looming, it is not poor products or services...

By James Isilay, 22 November 2018, 1 comment. Categories: Advertising, Automation, CRM.

Transforming customer experience into an actionable marketing strategy: A guide

The workforce as we know it is changing and companies must be ready to adapt to fast change as we become ever more tech-centric. However, despite the digital noise there is one element that will always remain a constant requirement for success; delivering an excellent customer experience (CX) and maintaining a well-received brand image.

In our highly connected 'always on' digital world, CX...

By Michael FitzGerald, 12 November 2018, 1 comment. Categories: CRM, Customer Experience, Data-driven marketing, Web Analytics.

The era of fluidity: How to achieve genuine customer-centricity in a post-CRM world

We’re in the era of fluidity. As the Experience Economy has exploded, there has been a seismic shift in the power base from brands to customers and, with that, a series of dramatic changes in how we enable brands to successfully bond with people. We must now meet emotional, tangible and functional needs seamlessly in every, and any touchpoint the customer desires.

Accompanying this change is a raft of continually emerging technology solutions that can be utilised to plan and deliver the highly connected...

By Andrew Smith, 31 October 2018, 0 comments. Categories: CRM.

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.

Never mind CRM – what about partner relationship management?

The idea of customer relationship management, or CRM, has been around for years and companies such as Salesforce have built billion-dollar businesses around managing the direct sales relationship. But a recent Impartner survey shows that nine out of ten hiring managers are finding it difficult to recruit direct sales professionals and as a result, companies are increasingly turning to indirect sales to deliver business growth.

However, when it comes to managing the channel, CRM platforms, designed for the...

By Dave Taylor, 30 April 2018, 0 comments. Categories: CRM, Customer Experience.

Does brain hacking have a place in your CRM program?

It is no longer a secret: Reward systems that trigger chemicals in our brains and drive user engagement are built into many modern technologies.

In fact, a piece published by The New York Times titled “How Evil is Tech?” questioned the manner in which social media applications leverage random reward loops. These psychological techniques are designed like slot...

Avoiding Frankenclouds - why you need built, not bought

Here’s an interesting question – would you choose a solution that has been purpose built to handle all aspects of a marketer’s needs? Or would you prefer to use a solution that has been created through a variety of sources, in a vain attempt to offer some semblance of an all-encompassing offering, which would you go for?

For some organisations they have no choice but to work with what they have. Those investing in new solutions would likely use the former – let’s explore –...

By Grant Coleman, 19 March 2018, 0 comments. Categories: CRM, Data-driven marketing, Marketing Cloud.

Dropbox and Salesforce team up to drive enterprise collaboration and brand engagement

Leading collaboration Dropbox has announced that it is joining forces with the world’s most widely used CRM provider Salesforce. The news is certainly likely to give Dropbox a major boost as it prepares for its IPO later this year.   

The pair aim to deliver two new integrations they hope will allow for better inter-organisational collaboration and providing a better drive for brand engagement.

“Customer success is core to everything we do at Salesforce and it inspires our...

By Colm Hebblethwaite, 12 March 2018, 0 comments. Categories: CRM.

How to spend a limited digital marketing budget in 2018/19

It’s an important objective imposed on marketers every single year – how best to squeeze every drop out of the annual budget.

Even industry professionals who, on paper, have more cash to splash, are still pressed to make their spend go further. And then there are those less fortunate of course, who have their budgets cut whilst the targets remain as competitive as ever.

So, whichever scenario you find yourself in, if you’re faced with a ‘limited budget’, what should the focus be...

By Andy McCaul, 22 February 2018, 2 comments. Categories: CRM, Email marketing, Paid Search, Search Marketing.

How to be a maverick

Competition is increasing, the pace of change within business is getting faster and digital technology is disrupting traditional work practices.

The pressure to keep pace with digital transformation is a concern for many firms, according to the SalesTech report by CITE research and SugarCRM – 63% of companies are worried about the cost and effort needed to keep systems up to date and 34% view their organisations resisting change as...

By Clint Oram, 15 November 2017, 0 comments. Categories: Best Practice, CRM, Customer Experience.

CRM software roll out: Agile or waterfall?

 

Waterfall methodologies for the implementation of CRM solutions have been the standard for over twenty years. However, this method poses significant risks, as regardless of if the project results in success or failure, the largest portion of either is realized when the project is completed. As a result, you have severely limited ability to implement fixes if outcomes don’t align with your business...

By Brooke Campbell, 28 September 2017, 2 comments. Categories: CRM.