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Customer Experience Management (CXM) Articles

This Week: The End of Disruptive Tech + Google's Dive into Enterprise

Goodbye to Disruptive Tech?
Is disruptive innovation crossing the chasm or jumping the shark

Set Social Media Marketing Goals
Most B2B marketers don’t understand there are four stages to social media.

You Could Work in Montana, Too
Working from home in rural remote areas has perks, too.

IBM's Social Software Advance
Forrester loves them. Gartner does, too. Now, IBM's Connections gets another boost.

Google's Enterprise Foray
Google just entered -- and may have won -- the file sync and share market in the Enterprise

Hadoop Vendor to IPO?
What will MapR do with $110 million?

Real ROI From Social in 5 Steps
Reap the Most Out of Your Investment
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So What's In An American Marketing Message, Anyway?

digital marketing, So What's In An American Marketing Message, Anyway?

Americans take a break this week to celebrate their country's 238th birthday.

Should marketers? Not really.

Thanks to technology, there are marketing opportunities at every moment of every day. "Happy Fourth, Sally. Enjoying your burger? Here's some software your company may want to munch on." OK, that was tacky.

But as we do in fact toast to ourselves and our independence, we thought we'd pick the brains of some pros about marketing to Americans:

Sales and Marketing Strategies from the #WorldCup

digital marketing, Five Ways Marketers Can Empower Sales With Strong Leads

World Cup soccer is a marketing goldmine. Just ask McDonald's.

So what lessons can we apply from this major sporting event to B2B marketing and sales? Officials at marketing software provider CallidusCloud say record-breaking viewership confirms that quality performance can deliver high returns. And this is a lesson that can be applied to sales and marketing.

Giles House, chief marketing officer at CallidusCloud, said marketers should try to balance the needs of sales when they pass on leads.

House shared five steps every marketer should take to keep the sales team supplied with quality leads.

Avoid Logic Wobble in Your Data-Driven Marketing

2014-03-July-Human-Tower.jpgOnline, offline, point of sale, attitudinal, media, advertising -- bringing together all of these disparate data sources to create a cohesive, accessible whole to produce actionable insights requires dealing with a tremendous amount of ambiguity. What data source to use? Which records to filter out? Which dimensions should be included for segmentation and drilldowns?

When multiple independent actors make these decisions without centralized guidance, logic will start to wobble.

Gamification or Greenbacks: Motivating Channel Partners

2014-03-July-Wheel-of-Fortune.jpgWe've all seen portrayals of inept actors and actresses. These fictionalized thespians all have the same question for their exasperated directors: “what’s my motivation?”

While motivation is something imaginary to actors, it’s something very real to vendors and to their channel partners. Vendors face a wide array of distractions that jeopardize their ability to get partners to do what they want them to do: time issues, partners’ own selling activities and even the motivational activities of other vendors.

Note to Marketers: We're Not Waiting Any More

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The other evening, I found myself impatiently waiting on the supermarket checkout line. Although I waited just a few minutes while the clerk rang up the customers ahead of me, those minutes seemed to last much longer. Why?

Other customers seemed irritated, too, shifting from side to side, peering around one another, and making small noises when one woman pulled out her wallet after the clerk told her the total. How dare she waste five seconds? Didn't she know she'd have to pay?

It all made me realize that patience is wearing thin -- not just mine, but the patience of billions of Internet-empowered consumers who have grown used to instantaneous responses to such critical questions as "When will Earth be sucked into the sun?" or "What is Beyonce's shoe size?"

What's New in July for Open Source CMS [Infographic]

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You know it. You love it. And now Dominic Smith, a senior writer and content strategist at Rackspace, the Windcrest, Texas-based CMS hosting company, has confirmed what anyone reading this probably already knows.

"Chances are good that a big chunk of the content you’ll read on the web today is being delivered through an open source CMS," he wrote in a recent blog post. "FedEx and The Washington Post are using Drupal. Coca-Cola France and Sony Music are using WordPress. Harvard and IHOP use Joomla!"

Q2/Q3 Planning: Top Marketing Technology, Social Business Conferences & Events (02-July-14)

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.)

Webinar: Forrester on Agile Marketing -- Creating a New Generation of Enterprise Digital Experience
Join Forrester Research, Zoetis and CMSWire on July 9th at 10:30am PDT / 1:30pm EDT. Hear from Forrester's Anjali Yakkundi about the lastest digital experience trends.
 

> Reserve Your Seat Now

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Social and Digital Channel Diversity Drives Engagement

2014-02-July-Mr-Softie.jpgMultichannel marketing -- interacting with customers through many channels at once -- is the flavor of the month in marketing. In theory, by communicating across social and digital (and perhaps physical and broadcast) channels, better engagement is possible. Like so many marketing buzzwords, one has to wonder if this is a lot of hype or if it is an important concept that everyone should integrate into their best practices.

Meet the New 'Multimodal' Customer Service

2014-02-July-Fortune.jpgOrganizations have been gearing up over the past few years to support the needs of today’s omnichannel customer service enterprise, with the goal of offering a seamless consumer experience through available shopping channels.

Excellent work.

Now it’s time to change. Again.

Sifting Through Text to Find What Customers Want

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Can text analytics find stale buns?

Apparently so, according to customer experience vendor InMoment. For an unnamed national restaurant chain, the Salt Lake City-based company analyzed unstructured text feedback from customers and surfaced frequent reports of stale buns in some locations. The data led the chain to a specific bakery vendor, which assumedly was taken to task.

In June, InMoment emerged as the rebranded name of Voice-of-the-Customer vendor Mindshare Technologies, enlarged by its acquisition last September of customer experience management provider Empathica.

Omnichannel Marketers Trapped in a Multichannel World

2014-01-July-US-Soccer.jpgWith all eyes focused on World Cup matches, it got me thinking about how the teamwork and coordination in the games are not unlike running a multichannel marketing campaign. Beyond the fact that both have a specific start and end date, there’s also a team of designated players banding together to accomplish a very measurable result. While only one player puts the ball into the net, everyone on the team contributes to that result.

The parallels between the game and omnichannel marketing and attribution go even deeper. Let me explain.

School's Out: How Digital is Changing the Student Experience

2014-01-July-School-Out.jpgRemember when the end of the formal school year signaled the excitement of summer vacation? Whether you relate to the Glee performance or Alice Cooper's rendition of “School’s Out,” there was always a certain element of freedom imagined in leaving the walls of the schoolhouse behind. But it's starting to look as though digital has changed that dynamic -- for better or for worse -- forever.

With a bit of a twist on my usual customer experience focus, here’s my take on how digital is impacting the student experience.

Will OTT Messaging Apps Bring a Marketer's Gold Rush?

2014-01-July-California-Miners.jpgOTT (Over The Top) mobile messaging apps have recently garnered significant attention thanks to Facebook's acquisition of WhatsApp for $19B back in February. But what everybody is really dying to know is exactly how these app companies make money -- what are the revenue streams?

While all offer free or nearly free messaging (and potentially calling) for consumers, at the end of the day someone needs to pay the bill. There are a lot of companies vying to prove that they have an answer to the revenue conundrum, but Salesforce’s recent partnership with LINE has, in my opinion, the most interesting potential. Through this deal, marketers will have a way to directly connect with customers. This is a massive step toward the one to one communication holy grail that is custom tailored to fit consumers’ interests and preferences.

The Secret to Performance Under Fire

catEyes.jpgEvery enterprise has them. They are as inescapable as cats on the internet. Enterprise fire drills on web performance are the norm for any corporate enterprise that has a website critical to their business model (even more so when your executives have laser powered heat vision).

Given that content owners, merchants and ad sales representatives are all trying to stuff 22 pounds of content into pages with a carrying capacity of only 20, business forces turn IT professionals everywhere into part time fire fighters. There is a standard method for minimizing both the frequency and impact of fire drills on your team -- the enterprise IT guys refer to it as "monitoring and alerting." Cagey veterans schooled in conversational dynamics refer to it as "getting in front of the question."

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