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Customer Experience News & Analysis

If You Build It, Will They Convert? 3 Content Marketing Steps

2014-03-September-Drinking-Tea-Wonka.jpgMarketers spend a lot of time and energy on content marketing initiatives -- understanding our customers, developing content that speaks to their needs, establishes our credibility, and distributing it through multiple channels. Our goals in doing all of this are to drive demand for our products, traffic to our site and leads into our funnel. Pretty straightforward, right? Well, success (or failure) to engage and convert web visitors with content all comes down to relevance and timeliness.

Sitecore Ups DAM Ante, Partners with Picturepark

Sitecore is boosting the role of digital asset management (DAM) in its web content management system (WCMS) offerings.

Earlier this summer, the CMS provider of customer experience management formed a partnership with DAM vendor ADAM Software. The alliance aimed to integrate ADAM's ability to bring up the correct version of media files with Sitecore's workflow aimed toward specific targets, like a social media ad campaign in a specific country.

Today, the company announced Sitecore website editors can also use Picturepark DAM systems to find and place digital assets onto websites. Picturepark offers on-the-fly image editing, live link updates and Adaptive Metadata management, according to officials at the Aarau, Switzerland-based provider.

iPipeline's New Platform Powered by Salesforce1

Digital marketing and sales provider iPipeline has announced an alliance with Salesforce.com that will provide sales agents across the enterprise with one-stop access to iPipeline’s integrated solutions.

The alliance means iPipeline's new AgentOne Desktop Solution will be delivered with the Salesforce1 platform. 

The Exton, Pa.-based provider plans to arm insurance-selling agents with integrations between the Salesforce Platform, iPipeline’s marketing, selling and processing solutions and other proprietary applications. The platform will debut for enterprise-wide deployment in the late fall/early winter. 

See the Whole Customer to Guide the Decision Journey

2014-02-September-Watermelons.jpgThe basis of the customer decision journey is that the customer follows a decision path that leads to a purchase. Vendors provide small pokes, prods and nudges along the way, often in the form of engaging content that keeps the customer moving toward buying something. The content needs to be highly personalized and based on demographics, individual buying patterns and other aspects of the buying experience.

While “the journey” is a better metaphor than many previous ones used by marketers, especially the militaristic “campaign” or industrial “funnel,” it tends to belie the complexity of the process of turning interest into purchase.

Amazon Widens Its Moat

2014-02-September-Forbidden-City.jpgLast Christmas Eve, Amazon received an early gift in the shape of a patent for "anticipatory package shipping." The patent describes a method for shipping a package of one or more items to an end destination’s geographical area without specifying the delivery address at time of shipment -- the final destination is defined en route. While last Christmas may have been good to Amazon on several fronts, this patent and some other actions it's pursuing indicate how determined Amazon is to expand the already sizable moat between it and other retailers.

Gleanster Names Leaders in 4 Key Software Categories

customer experience, Gleanster Research's Leaders in Four Key Software Categories

It's not the Gartner Magic Quadrant. It's not the Forrester Wave.

And that's exactly what Ian Michiels likes about it. Michiels' firm, Gleanster Research, has produced four software industry ranking reports. 

Gleanster calls each of them a FLASH, and the latest come in the areas of marketing automation, business intelligence, social engagement and web content management.

"What I like about our FLASH approach is it offers a different perspective than Forrester or Gartner," said Michiels, CEO and principal of the Pleasanton, Calif.-based research firm. "It's not about market presence or vision, which have value. And it's not biased by analyst opinion or relationships with Gleanster."

Counterproductive Search Engine Optimization

If search engine optimization brings the wrong customers to the wrong pages then everybody loses.

Discussion Point: Will the CMO Replace the CIO?

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You've heard it at technology conferences, you've read it in research reports, maybe you've even shared it at the water cooler.

CMOs drive technology decisions today. The CIO's job is obsolete. Soon we won't need CIOs.

It's not a new debate. By now, the topic is covered regularly in the media, including CMSWire. Take a look at headlines like "Goodbye CIO? Why the Role May Ultimately Disappear" and "Should the CIO Report to the CMO?"  Sometimes, it's a plea for survival: "Hey, CMO! Hey, CIO! Work Together or Lose Everything."

Yes, today's CMOs are expected to be technology-savvy managers with a hunger for big data, digital asset management, marketing automation and predictive analysis. They will own revenue goals and formulate sales projections for the CFO based on dashboards they monitor by the hour. 

But, honestly, do they even want to take on the responsibilities of an enterprise CIO? We decided to put the question before four experts who deal with this issue every day -- two technologists and two marketers. 

Week in Review: Digital Marketing is Hard + Networks Put People First

LinkedIn Conundrum
Two big changes to the social platform has this marketer scratching his head.

Digital Marketing: No Walk in the Park
Get ready for false starts and other struggles along the way

Jive's Social Business Approach
Jive's Summer release promises to put the end user first.

People Rule in This Space
Work like a network? That's just marketing spin.

Google Zaps Microsoft
Google quietly launched a number of upgrades to Google Docs, Sheets and Slides.

VMWare's Big Splash at #VMWorld
VMWare goes big on desktop, mobile and content management.

 

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Watch Your Favorite Tech Exec Get Wet: Ice Bucket Challenge

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The summer of 2014 will be known for many things. Among them, the cloud storage wars, Microsoft’s new Mobile First, Cloud First mantra, and the battle for the enterprise among Enterprise File Sync and Share (EFSS) vendors.

It will also go down as the summer of the ice bucket challenge when everyone from Cristiano Ronaldo toKaty Perry to Jack Black to Novak Djokovic to Taylor Swift and Oprah dumped buckets of ice over their heads to raise money to fund research and bring awareness to ALS, a disease of the nerve cells in the brain and spinal cord that control voluntary muscle movement.

Don't Leave Money on the Table With Sales Slipups

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Are sales inefficiencies costing your company millions? A recent survey by Apttus and Adobe found many organizations polled admit to profit-eroding problems ranging from flawed sales processes, inaccurate quotes and inexact sales forecasts.

Most surprising? “Twenty-five percent of sales professionals could not say with confidence whether or not their company is successful – a shocking depiction of the siloed, disconnected nature of many companies,” says Elliott Yama, AVP of Best Practice and Knowledge Management for Apttus.

News Bites: B2B or Not 2B?

The latest in marketing, funding, analysis and liking from the Great White North, The Coffee Capitol, the Eureka State and Old Dominion.

Can't You Just Get Along? CIO, CMO = No Strong Bond

In a digital world, marketing and IT functions have become inextricably linked. But are the players in each space getting along?

Not necessarily, according to a 2014 Accenture Interactive report  that shows that chief marketing officers (CMOs) and chief information officers (CIOs) don’t always share a strong bond.

To create its 2014 report, “Cutting across the CMO-CIO divide: Digital drives a new wave of collaboration,” Accenture Interactive polled an international group of more than 1,100 senior marketing and IT executives. The results found that while the relationship between these the holders of these two job titles has improved considerably over the past few years, there remains room for improvement.

“While 43 percent of marketers and 50 percent of IT leaders think their relationship with the other has improved over the past year, less than one-quarter (23 percent) of marketers think the level of collaboration between CMOs and CIOs and their organizations is at or approaching the ‘right level’ now,” according to the report.

Tweets to Treasure: Better Trend Analysis

2014-28-August-Sean Goggins and Ian Graves.jpgThere’s something intriguing about wandering anonymously through the day, going wherever you want, doing whatever you want — no questions asked, no calls from the office.

Too bad that rarely happens anymore.

Thanks to social networks like Twitter, a worldwide broadcast of your every move and mood is just 140-characters away. We've come a long way since 2008, when many of today's most tweet-happy users (myself included) complained about their fears of being followed and argued that the minutia of someone else's life isn’t interesting enough to distract their attention.

Nope, we've learned that Twitter really is the gateway to deeper, more meaningful communication — and allows people to more deeply connect, share resources, share online opportunities and collaborate.

And now researchers at the University of Missouri claim they've found a way to make Twitter even more useful for those who believe there's actually a lot of treasure in those tweets.

CMSWire Tweet Jam: How to Succeed with DAM #DAMChat

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Everywhere we look there's another DAM decision to be made. From creation of strategy, to software selection, to driving adoption, to successful integration, it's no wonder that many of us are left wondering how to actually succeed with DAM. Join in as we discuss the possibilities at our upcoming Tweet Jam!

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