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, 1 comment. 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.

Buying without blindfolds: Why businesses should demand a personalised free trial

Within the B2B environment, the promotion of cloud-based solutions is dominated by free trials that offer interested parties no more than a glimpse of the software in action.

The majority provide a ‘one-size fits all’ default demo, which can leave the customer guessing as to how the system works and wondering whether it will adapt to their own unique business proposition.

Many Freemiums provide little to no additional guidance, dialogue or customisation, the absence of which can make it difficult...

By Stuart McLaren, 20 September 2017, 0 comments. Categories: CRM.

LinkedIn beefs up Sales Navigator for enterprise

LinkedIn has released an enterprise edition of its Sales Navigator tool.

The company hope that the new features, which it says is aimed at ‘high-functioning sales organisations’, will help businesses make use of Linkedin user data to create better leads.

As well as the new edition, LinkedIn has bolstered the already available professional and team editions.

There are three new features aimed at enterprises.

TeamLink Extend 

Previously, a company looking to create a good introduction to a lead...

By Colm Hebblethwaite, 22 March 2017, 1 comment. Categories: CRM, Social Media Marketing.

Can AI and IoT influence CRM? Only one in three firms have ‘ambitious’ plans


Getting customer relationship management (CRM) right has always been pivotal, yet only a third of companies polled by marketing tech provider Wiraya say they have dedicated and ‘ambitious’ plans in place for their systems.

The study, which polled more than 500 respondents responsible for CRM systems within the UK, found a relatively even split; 34% say they work in a ‘traditional’ setting, using it continuously and commonly employing a CRM manager but without an...

By James Bourne, 21 February 2017, 0 comments. Categories: Advertising Technology, CRM, Customer Experience.

From CRM to CMR: How to make things work in the era of the connected customer


The idea that brands can decide how and when to engage their customers – on their terms and according to their rules – is out of date. Attempts to tell customers what to think or how to buy now receive short shrift from today’s savvy shoppers. As we enter the era of Consumer Managed Relationships, power has swung firmly back in favour of the customer.

The shift from CRM to CMR represents a sea-change in the dynamic between brands and consumers, with brands scrambling to...

By Juliet Schuler, 07 February 2017, 0 comments. Categories: CRM, Customer Experience, Mobile Marketing.

Customer management in 2017: How better data could make us more human

(c)iStock.com/Planet Flem

For several years there’s been a lot of chat in the marketing world about how technology has brought us to the age of the ‘empowered customer’.  A quick Google search for the phrase shows that some observers were making claims for this label to apply to the year 2014, only then to append the same to 2015 and then again to 2016. As we stand on the eve of yet another new year, I think we can work a little smarter in our predictions for trends in customer...

By Clint Oram, 16 January 2017, 1 comment. Categories: CRM, Customer Experience, Data-driven marketing.

Getting data management right: Using data to understand your customer base


Fragmentation – it’s one of digital marketing’s biggest hurdles. As defining customers becomes increasingly difficult, brands across the UK are looking to understand and segment their audiences recognising that it is essential for brands.

With so many channels available for businesses to speak to their audience, there is more data available on customers than ever before. But where do businesses begin when it comes to breaking down all of this data to truly understand...

By Wojciech Bednarz, 11 January 2017, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing, Data Science.

It's time to stop thinking like a salesperson - and start thinking like a marketer


The sales cycle has completely changed over the past decade - and you may not have even realised.

What do I mean? Consider how you might buy a television. 10 years ago, if you wanted a new TV, most of us would walk into a Best Buy and ask the salesperson what the options were, and what were the pros and cons of each different make and model. Nowadays, if you were to make the same purchase, before you even go to the store you’ve read third-party reviews, examined specs online, found...

By Joe Hyland, 09 January 2017, 0 comments. Categories: CRM, Customer Experience.

Why bad data always makes for bad decisions


We live in an increasingly digitised world where more and more of our day-to-day interactions occur via mobile app or online.  Every interaction in this digital world leaves a data footprint, with each footprint forming just one of the myriad parts of our digital identities. In an ideal world, this ‘identity data’ would allow businesses to gain real and valuable insights into their customers’ likes and...

By Karyn Bright, 28 September 2016, 0 comments. Categories: Big Data, CRM, Customer Experience, Data-driven marketing.

Why you need to swap channel-first for consumer-first thinking


In the ever-changing world of marketing, barely a week goes by without a new way of reaching and engaging with consumers emerging.

From the rise of new technologies, such as augmented reality (Pokemon Go, anyone?) to new channel features, for example Instagram Stories, marketers face a plethora of new channels to explore. Finding a channel is no longer a problem, knowing what to focus on and why,...

By Christopher Baldwin, 14 September 2016, 0 comments. Categories: CRM, Customer Experience.

How to engineer a customer acquisition strategy

Facebook announced recently that companies can now send consumers automated chatbot promotions through its Messenger app within 24 hours of a customer-initiated interaction.

The ads are only sent to people who’ve already voluntarily started a conversation with a business, but the potential is huge because of Messenger’s 900 million users and its widespread links with advertisers.

Businesses are naturally...

By Scott Horn, 13 September 2016, 1 comment. Categories: CRM.

Is it possible to reactivate a dead lead?


With so much focus on ROI in the modern business environment, it’s understandable that marketers want to maximise conversion rates from every campaign.

Efforts to personalise communication journeys and effectively nurture prospects through the funnel have never been so great. So, it’s pretty disheartening when the time comes to face the cold hard fact that a promising lead has gone dead.

But can that lead be resuscitated? Is there a best practice process to ensure the line of...

By Adam Oldfield, 24 August 2016, 0 comments. Categories: CRM, Customer Experience.

The importance of omnichannel marketing in bridging the 'isthmus'


The brand and the consumer sit on either side of the 'isthmus of marketing'. This separation between the two can seem like a wide barrier or a narrow, slim, space.

It keeps the brand from reaching the consumer and the consumer from reaching the brand, and keeps them both from joining forces and both benefiting from the convergence of their needs and desires.

Brands need to build a marketing canal across the 'isthmus' to allow consumers to select the lane or lanes that best fit their needs...

By Thaddeus Kubis, 16 August 2016, 0 comments. Categories: Content Marketing, CRM.

How to use customer loyalty to improve CRM


Fred Reicheld, who invented the net promoter score (NPS), describes it as “the one number you need to grow.” He’s not entirely wrong.

NPS can provide you with a window into your key relationships and a clear idea of how happy your customers are.  

But the process of building relationships, cultivating loyalty, and turning buyers into true promoters is multi-faceted. So, to get the most out of NPS, you need consider how it fits into your wider CRM strategy.


By Peter Linas, 16 August 2016, 0 comments. Categories: CRM, Customer Experience.

Marketing cloud giants join forces as Oracle snaps up NetSuite

(c)iStock.com/Jason Doiy

Marketing cloud giant Oracle has announced that it will acquire NetSuite for $9.3bn. 

It's entered into a definitive agreement which is set to close this year, and the sale is worth about $109.00 per share in cash.

Both NetSuite and Oracle are big players in the cloud marketing landscape. Oracle has an entire cloud-based marketing package that focuses on automation and analytics and NetSuite has a strong marketing automation portfolio which includes an integrated CRM.


By Rachael Power, 28 July 2016, 0 comments. Categories: Automation, CRM.

What's next for nextgen marketing and martech?


Both at my own company and elsewhere I’m increasingly hearing the expression next generation (or ‘nextgen’) being used in reference to marketing technology. 

This has got me thinking about what it actually means, and who gets to decide whether a new software product or release qualifies being defined as part of the next generation?

In human terms, each generation of children replace their parents, who in turn replace the grandparents’ generation.


By Ian Fremaux, 26 July 2016, 0 comments. Categories: Automation, CRM, Data-driven marketing.