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.

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

(c)iStock.com/warchi

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

(c)iStock.com/Kikovic

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

(c)iStock.com/sorbetto

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.