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Customer Experience Management (CXM) Articles

What B2B Marketers Can Learn from Super Bowl Advertisers

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$4.5 million. That’s the record-breaking, going rate at NBC for a 30-second spot in this year’s Super Bowl, according to AdWeek. And brands are doing everything they can think of to squeeze the most value out their hefty investments.

From Doritos’ “Crash the Super Bowl” campaign, which will run two customer-created ads during the Feb. 1 game, to the multi-social media war room and event strategy of Bud Light, B2B marketers can learn a lot from Super Bowl advertisers — including the fact "puppies never fail."

Customer Communities: Strategy or Tactic?

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It used to be that transactions were the trigger for relationships.

You walked into a local store to purchase something, and if the transaction was pleasant, you were more likely to return. Organizations tend to view relationships primarily through the lens of transactions: how many times has someone purchased a product, used support, emailed, etc. In this world, the transaction was the beginning of the relationship and opened up access to connect with individual employees and other customers.

Social media changes that. Now the relationship triggers the transaction.

Salesforce Offers a Peek at the State of Marketing

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It's a big world of marketing technology, as we reported earlier this week.

It's an even bigger world of people that marketers are trying to connect with through those technologies. The more marketers know about those people and where they get information, the better.

"Everybody is dealing with the rapid evolution of marketing," said Jeff Rohrs, vice president of marketing insights at Salesforce, which this week released the Salesforce Marketing Cloud 2015 State of Marketing Report, its annual flagship research report based on data from more than 5,000 global marketers. "... The good news is we've never had more ways to connect with consumers. The bad news is we've never had more ways to connect with consumers."

Insite Software Taps New CEO to Lead B2B E-Commerce Efforts

B2B e-commerce provider Insite Software has tapped a tech software industry veteran as its new CEO and moved its former CEO to another executive position.

Insite named Tony Abena, 25-year industry veteran and former chief operating officer of Deloitte Investments, an internal start-up division within Deloitte LLP, its new chief executive. Former Insite Software CEO Steve Shaffer remains with the company and will serve as president and chief financial officer.

Abena is hardly unfamiliar to the Minneapolis, Minn.-based provider. He was a member of its board of directors since last June. According to his LinkedIn profile, he has been CEO at Insite since last October, but today's announcement appears to the formal public news.

The Year Emotional Intelligence Meets Customer Experience

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Despite the fact that we are in an age where everything seems to be computerized and automated, this is the year that businesses will start to feel more human. Customers will feel more and more like businesses are listening to their individual wants and needs.

 

Q1 Planning: Top Marketing Technology, Social Business Conferences & Events (14-Jan-15)

Our industry event planner gives you the heads-up on what key industry events are coming around the corner. If we've missed something, don't hesitate to add your event to the list. (You can also view the full calendar here.)

You're Invited: Security and Compliance in the Cloud

Join CMSWire and M-Files with Doculabs on January 22nd for a one-hour webinar to better protect your information in the cloud and ensure compliance.

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6 Sites Are the Fastest, Most Secure: Is Yours One of Them?

Six websites earned recognition as the fastest and most secure over the recent holiday season, based on anonymous consumer data aggregated across more than 26 million domains worldwide.

Ghostery, a global marketing technology company that provides online transparency and control to consumers and businesses, claims the sites ranked the highest on its newly developed Ghostscore Website Optimization Index. The index is based on a data-driven engine that ranks website performance and security across key industries worldwide.

Ghostery CEO and founder Scott Meyer boasted that the index will help establish a new global standard for website efficiency and profitability. "A lot of companies that use our marketing cloud management service have been asking us how they are doing, relative to other companies. We decided to create a tool to help answer the question," Meyer told CMSWire.

Turn Sales into Customer Ambassadors: Reward Renewals

A talent manager friend of mine puts it bluntly: “people do what they’re paid to do.” More specifically, she means people do what they’re incented to do -- especially through bonuses, commissions and other performance-based compensation. It’s attaining payment for achievement that motivates people, especially when that payment is also accompanied by recognition, promotions and status among one’s peers. Base salary is important – but it’s not all about the base.

Omnichannel Retail Gains Momentum at #nrf15

For the first time ever, the National Retail Federation’s (NRF) Big Show kicked off on a Sunday. The idea being that an extra day would give the estimated 35,000 plus attendees more time to walk the EXPO Hall floor and engage with the wide variety of vendors in attendance at the Javits Center in New York. Sunday’s keynote, Game Changer: Loyalty and Performance Lessons from Passionate Sports Fandom, was clearly designed to get people out as representatives of three of four of the major professional sports leagues (NBA, NFL and NHL) were speaking, but the major keynote was held for Monday after NRF CEO and president Matthew Shay’s opening remarks. Keynote speaker Ben Bernanke, Chairman of the Federal Reserve from 2006 - 2014, focused his comments on “macro-economic trends for US, global and emerging economies as well as retail’s impact on the US GDP.”

Teradata Acquires Mobile Marketing Automation Platform

Teradata scooped up an Israeli mobile marketing automation provider in an acquisition officials said gives Teradata's marketing cloud applications direct, two-way contact with the mobile devices.

Teradata's acquisition of Appoxee closed last month but was announced publicly today. Appoxee's brand will be retired, and its solutions integrated into the Teradata Integrated Marketing Cloud beginning immediately. It will also be integrated with the Teradata Digital Marketing Center.

"Appoxee adds several additional mobile capabilities to Teradata’s portfolio," Michael Lummus, director of strategy for digital markets, told CMSWire. "These include mobile push notifications, in-app messaging, data collection, analytics and optimization. This acquisition gives Teradata’s applications direct, two-way contact with the mobile devices that connect billions of global consumers with brands."

Digital Start-Up Top Dog: Symphony Commerce #nrf15

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The retail industry has a top dog among digital commerce start-ups.

Symphony Commerce won the first annual Digital Commerce Startup Competition, the National Retail Federation announced today at its 104th Annual Convention and EXPO. Better known as the NRF BIG Show, the four-day conference wraps up tomorrow at the Jacob K. Javits Center.

Symphony, run by CEO and co-founder Harish Abbott, received the title at the New York City-based exposition -- in the same city where retail was celebrated by this same organization for the first time more than 100 years ago.

10 Things Online Retailers Must Do in 2015

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The 2014 holiday shopping season brought online commerce to new heights, with double-digit growth in US online sales on both on desktops and mobile devices.  Remember that shopping behavior tends to encompass more than one channel -- consumers usually hop between brand touch points before they push the buy button. Consider a shopper who adds a product to her shopping cart while browsing on her desktop, then abandons the purchase only to pick up her mobile phone. Retailers must offer a seamless and consistent shopping experience across desktops and mobile devices in order to set their brand apart.

Sitecore, Microsoft Partner to Bridge Physical-Digital Divide #nrf15

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Omnichannel is the new black. That’s the buzz we’re hearing from the National Retail Federation’s (NRF) BIG Show in the BIG Apple this week.

But the chatter is not just about omnichannel. It’s also about the wins that integrating brick and mortar and digital can create, like guiding a customer to the store that has — in stock — the exact product (even the right size) he has been checking out online. In other words, it’s getting the right products and the right offers to the right people before they abandon their virtual and/or physical shopping carts, change their minds or look for something else to buy someplace else.

To do this you need to know what a customer is doing on each channel. And not just that: You also need to know what’s happening with your goods and services. This kind of data is best gleaned from customer relationship management (CRM) and enterprise resource planning (ERP) systems. Without the latter, you may not be able to deliver what the customer wants to buy and is willing to pay for. And when that happens, you not only miss a sale, but risk losing a customer as well.

It’s to avoid these kinds of problems and to create experiences that engage customers that Sitecore introduced Sitecore Commerce 8 powered by Microsoft Dynamics yesterday. The new solution bridges the gap between in-store and digital experiences.

Fractal Analytics Buys Mobius Innovations From an Old Friend

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Continuing its quest for hyper-personalized marketing tools, Fractal Analytics announced today it bought Mobius Innovations to better understand the thinking of mobile customers.

The acquisition reflects a deal between two former partners: Fractal CEO Srikanth Velemakanni and Mobius CEO Nirmal Palaparthi. The two men co-founded Fractal 14 years ago. Terms of the transaction weren't disclosed.

Palaparthi left Fractal in 2012 to start Mobius in Singapore. The company developed a platform called Contextudio, which blends social media data, geolocation technology and sentiment analysis to produce intelligence about consumers. It also developed a mobile delivery app for iOS devices that could create personalized offers in real time.

Adobe Campaign Enhances Marketing Integration

The integration trail for Adobe Campaign continued this week as the San Jose, Calif-based software giant announced new capabilities for the technology it acquired a year and a half ago.

Today's announcements aren't bringing home entirely new concepts, but officials say they make things easier for digital marketers catering to retail prospects.

"We had the analytics integration in October, and this is the second step in a string of integrations we're working on," said Kerry Reilly, director of product marketing for Adobe Campaign, one of the company's six pillars in the Adobe Marketing Cloud. "This time we've got a good handful of integration pipes we're building between our solution that allow easy transformation of data and communication."

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