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Whodunnit? 4 Suspects in CRM Murder Mystery
May 01, 2014
CRM is often mistakenly viewed as a technology, but it is really a discipline -- and it's not a solo discipline, like a martial art or meditation. It's a team discipline in which every customer-facing employee can make a contribution. Whether those contributions are positive or negative depends on the teammates. In most cases where CRM is decreed to have "failed," the cause isn't the technology.
Partner Selling
April 30, 2014
If there's one thing that vendors and channel partners agree on, it's selling. Everyone agrees that more selling is better, but the discussion can diverge greatly from there. Vendors and their partners are not immune to the virus that affects direct sales people. We often hear direct sales people say their leads are no good and we hear marketing say that sales doesn't follow up. Sound familiar?
Marketing Automation's Next Gig
April 24, 2014
If you aren't sold on marketing automation yet, there's another reason to consider it before you end up down two touchdowns with three minutes to play. We usually think of marketing in its traditional role of new customer outreach, which is good but no longer enough. Keep in mind that in today's zero-sum markets, your competition has not stopped marketing to your customers, so why should you?
Marketo's Show
April 16, 2014
Marketo put on an interesting show last week at Moscone West in San Francisco. Still basking in last year's IPO, the company attracted a large and diverse audience of marketers who wanted to learn about modern marketing automation, and it was a good opportunity to take stock of where marketing has been and where it is going. The impression I got was that modern marketing is in its early phase.
Don't Overlook the Mobile Searcher
April 15, 2014
The mobile browser is not dead, exactly, but if it were an animal it might be on the endangered species list. Mobile users are spending more time using mobile apps and less and less time surfing the Web from their mobile devices, based on recent statistics from Flurry. Apps took up 86 percent of the average U.S. mobile consumer's time online, or 2 hours and 19 minutes per day, the firm reported.
SugarCRM Refines Customer Analytics for Sales
April 14, 2014
When SugarCRM debuts version 7.2 in the coming weeks, users already will have had a taste of one of its main themes: tighter integration around productivity tools aimed at better understanding a customer base. That is because SugarCRM has previewed two such integrations over the past month -- one with Marketo and one with Dun & Bradstreet -- both designed to improve the user experience.
Mobile, Local Ad Spend Zooms Down Runway
April 11, 2014
After years of surprising the industry with its middling adoption, it appears that location-based mobile advertising is poised to come into its own. U.S. mobile local advertising revenues will reach $4.5 billion in 2014, up from $2.9 billion in 2013, according to BIA/Kelsey. Mobile local ad revenues will have more than tripled by 2018, reaching $15.7 billion, it projected.
3 Ways to Source Ideas From Your Customers
April 03, 2014
The era of inbound marketing is upon us, but a great many businesses are fearful of it. Having worked as a magazine editor and a content marketer, I find the conversations very familiar: People who haven't written or who hate to write often fall back on the excuse, "I don't know what to write." A variation on that theme is people saying they don't know what their content should be about.
The Minimalist Guide to Inbound Marketing
March 31, 2014
Inbound marketing is an essential part of an online brand promotion strategy. It lets you target your audience directly and draw them in. Inbound marketing is the process of getting customers to come to your store before you try to sell them anything. Inbound marketing for e-commerce is no different. Give customers a reason to come to your site, and they're likely to return when ready to buy.
Determining an Online Customer's Value
March 25, 2014
Chris remembered his mom fumbling for her keys as she stepped out of the house, quickly locking the door and dashing toward the car. They were off to shop. Chris felt this to be a very clichéd way of shopping and always dreamt of an easier way to shop with less hassle. Jane, experiencing a very similar drill, never hated it once. Over decades, the experience of shopping has taken many forms.
Developing Customer IP
March 19, 2014
Sales people have been demanding better leads for a long time, and marketing today is in a position to provide them. At the same time, marketers have discovered that the kind of data they collect is as important as its volume. Marketers need to provide rich prospect profiles that answer many of sales people's most important questions: Is there a need? a budget? an executive sponsor?
Marketers, Start Your Engines
March 13, 2014
The connected car may be zooming into the mainstream: Apple has officially entered the market. The debut of CarPlay comes nearly a year after Apple first previewed iOS in the car, tweaking the platform to move Siri, Maps and other services to the dashboard. Apple showed off CarPlay and announced new partners Ferrari, Mercedes-Benz and Volvo early last week at the Geneva International Motor Show.
Does Apple's Quiet Loyalty Program Make CRM Sense?
March 11, 2014
Apple has bumped up the discounts offered in a loyalty program available to customers who spend at least $5,000 on its products over 12 months. It reportedly added unlocked iPhones and Apple TVs to the program as well. Apple may be aiming to improve penetration in the enterprise market while shoring up its position in the education sector in the face of increasingly fierce competition from Google.
Salesfusion Bumps Up Lead Scoring in New Marketing Automation Release
March 10, 2014
Salesfusion has released a new version of its marketing automation platform enhanced with the lead-scoring capabilities it acquired with its purchase of LoopFuse. The end result of this newly integrated product is a marketing automation application that has predictive lead scoring and is priced and configured to be used by mid-market companies, said Salesfusion CEO Christian Nahas.
Mobile Email Marketing Rule No. 1: Short Subject Lines
March 06, 2014
OK people, it's 2014. Email marketing has been an important marketing tactic for a good 15-20 years. Email marketing for mobile devices is a newer variation of this tried-and-true channel, but it still isn't rocket science. So why, I ask you, do so many marketers still refuse to learn the most basic tenet of email marketing? Namely, that the subject line is the most important part of the content.
Microsoft Beats the Customer-Centricity Drum at Convergence
March 04, 2014
Microsoft on Tuesday kicked off its Microsoft Dynamics Convergence 2014 conference with a keynote address by Executive Vice President Kirill Tatarinov, whose running theme was the need for the companies to be customer-centric to stay competitive. "Technology has changed the social fabric, transforming how we engage, connect and interact with one another," Tatarinov said.
Pega's Next-Best-Action Marketing Learns on the Job
March 03, 2014
Pegasystems has rolled out Next-Best-Action Marketing 7.1. Built on Pega 7, it aims to provide marketing executives with the best customer service strategy -- the next best action -- for any given scenario, based on customer data captured by the system, along with rules configured by the user. The differentiator between this and other platforms is its self-learning functionality.
4 Ways to Waste Great Marketing Opportunities
February 28, 2014
CRM has always purported to be about relationships, but it's often used primarily for sales. That's kind of a good news, bad news situation. The bad news first: CRM got a bad rap when it didn't become a sales panacea (mostly for adoption issues). The good news: It exposed a void in the mix that marketing automation rushed to fill. The key to successful relationships is communication.
Marketers: Going Global Means Going Mobile
February 27, 2014
U.S. companies can be forgiven, perhaps, for their near-sighted view of global markets. North America and the more exotic European markets are enough for most companies, short of those with multinational aspirations, seeking foreign-based revenues. For those that do want to access markets in, say, Kenya or India, there are numerous barriers in their way.
The Travel Battle Rages On: May the Most Relevant Brand Win
February 25, 2014
The travel industry will increase 41 percent by 2016, making it worth $143 billion. With that much revenue on the line, booking sites are taking significant steps to ensure that they get their piece of the traveler pie. Brands no longer can offer experiences that are irrelevant to the end-user. Travel has become a user-centric industry, and the brand that serves up the most relevant content wins.
Clarus Offers Etailers a Prime-ish Loyalty Platform
February 24, 2014
If you were to administer truth serum and ask a retailer how it really felt about Amazon Prime, chances are the response would be that it's pure genius -- or pure evil genius, perhaps. Why? Because Amazon Prime encourages shoppers to come back and back again to browse and buy, and it's all based on an incentive that online consumers hold very dear: free shipping.
Transition State
February 20, 2014
The CRM market appears to be experiencing a transition state -- something betwixt and between, a time of high energy and great possibility, above all a time of change. A ball bouncing around a spinning roulette wheel is in a transition state; chemical reactions go through transition states as reactants become products. The key concept is indeterminacy.
Microsoft Dynamics CRM Gets a Fuel Injection
February 18, 2014
Microsoft on Tuesday unveiled a set of Microsoft Dynamics CRM features that will be generally available in the second quarter of this year. There are three main areas of change in this latest iteration: new marketing functionality; enhanced customer service options; and the introduction of a unified service desk for call centers. There are also additional social listening features.
iBeacon: It's Time for Mobile Marketers to See the Light
February 13, 2014
Never mind the Seattle Seahawks completely smoking the Broncos -- Super Bowl XLVIII may go down in history as the turning point for iBeacon. Apple's iBeacon is an indoor positioning system based on Bluetooth Low Energy technology. Its proximity-detection capabilities enable it to send relevant information -- including, most enticingly, targeted ads -- to a mobile device.

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