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Marketing Automation News & Analysis

Adobe CMO: Put People and Process Before Technology

Adobe CMO: Put People and Process Before TechnologyFor those who think technology alone can make their marketing efforts more successful, the chief marketing officer of Adobe has some advice: "I wouldn't waste your money on it."

Ann Lewnes offered the candid comment during an on stage appearance at last week's Forrester Forum for Marketing Leaders in San Francisco. She had just been asked for the one major piece of advice she'd give the audience.

"The major thing I would advise is that technology is not enough. You can bring in tons of technology, but if you don't take care of the organizational issues and the process issues....?" she mused, letting the question hang unanswered over the crowd.  

"Without making the process changes and the people changes ... the technology? I wouldn't waste your money on it."

Finding Revenue in the Marketing Automation Minefield

Technology without the right strategy just means we do more of the wrong things faster.

That's what Dr. Natalie Petouhoff, vice president and principal analyst at Constellation Research, has learned working closely with chief marketing officers.

"Software has the potential to create and drive revenue when it’s attached to the right strategy," Petouhoff told CMSWire shortly after she and Constellation released this month "Data-Driven Marketing Campaign Optimization." (Snapshot).

Marketers can navigate through the minefields of data and software, Petouhoff said, by enlisting the help of tech-savvy colleagues, keeping a close eye on competitors and by managing the omnichannel world by knowing your customers' preferences.

Was IBM's Hand Forced by Industry to Acquire Silverpop?

2014-11-April-Money-320.jpgWhat does IBM’s acquisition of marketing automation email provider Silverpop do for Big Blue? 

Depends on who you ask.

It’s either a strategic move that harmoniously boosts Big Blue’s digital marketing platform.

Or, perhaps, it’s an acquisition IBM had to make because everyone else is adding software capabilities in the digital marketing era.

Oracle Launches Enhanced Mobile Cloud Access

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Sales force automation (SFA) and user experience management have pitted Oracle and Salesforce against each other with Marketo snapping at their heels. All three have been piling the pressure on with new releases and announcements as they battle to dominate the market.

Yesterday, at its Collaborate annual conference for the Oracle application and technology community, Oracle added some major enhancements to its CPQ Cloud. It also announced a number of upgrades to it sales cloud that are focused principally on making SFA more mobile.

It's Official: Forrester Says Campaign Marketing Is Dead

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Campaign marketing is dead. Long live contextual marketing.

That's the message today from Forrester Research as it formally embraced the evolution from an age when marketers convinced people to buy things to an age where marketers simply help people find what they intend to buy.

Explaining the change, the influential Massachusetts research house insisted that companies must build "contextual marketing engines" that include "marketing automation, real-time analytics, customer databases and personalized content delivered contextually throughout the customer life cycle."

In Latest Marketing Acquisition, IBM Scoops Up Silverpop

An enterprise giant needed targeted marketing software to build its portfolio and acquired a smaller company that has it. Shocked? Neither are we.

IBM became the latest big fish to scoop up a respected player in the digital marketing software world today as it announced its acquisition of Silverpop.

Don't Send Any Email Til You Read This! #mktgnation14

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Welcome ______, we're thrilled you've chosen to click on this!

Really, we are happy, because our livelihoods depend on it. But that's not the point. (Who cares if our children starve?)

The point is stale language like that isn't going to get anyone other than a very bored and sad person to read any further. And that can mean disaster for your livelihood.

The fact is 182.9 billion emails went out last year, and the chance that your marketing missives stood out are, well, not encouraging. 

3 Lessons from Marketo #mktgnation2014

2014-08-April-Mike Litt.jpgFace it. Between personalization, video, mobile and big data, it's not easy to keep up with all that's happening in digital marketing today.

To help, CMSWire dropped into three well-attended sessions at Marketo's Marketing Nation Summit in San Francisco today to find out what you need to know about video, real time personalization and user testing.

None fell into the category of rocket science, yet each drew 200 to 300 professional marketers who listened intently, then asked lots of questions. Here are some of the highlights.

Apps: the 'Next Wave' of Digital Marketing #mktgnation14

Customers yearned for more app-like experiences.

That's when ion interactive saw the light for its cloud-based landing-page platform: the world is shifting from landing pages that gate content to marketing apps that are content.

Marketing apps are, in fact, "the next wave of digital marketing," ion interactive claims. It's why the Boca Raton, Fla., and Cambridge, Mass.-based provider today revises its platform for marketers to include tailored, responsive web marketing apps using a drag-and-drop creative studio without the programming requirements. It announced the news this morning at the Marketo Marketing Nation Summit in San Francisco.

Inside Marketo's New Customer Experience Platform #mktgnation14

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Marketo itself admitted that it's not the only marketing software company talking about real time personalization, one to one interactions and customer experience programs.

But it claims it's the best choice for companies that are looking for a marketing platform with those capabilities. Better than Oracle, Salesforce, Adobe and anyone else in the space.

At the Marketo Marketing Nation Summit in San Francisco this week, the 500 employee San Mateo, Calif. based marketing software company provider unveiled it's new marketing platform.

"We think everybody needs a customer engagement platform, and we think we happen to have the best," said Jon Miller, vice president of marketing content and strategy and a Marketo co-founder. "Moreover, we want to be the company that will define what you need to have in a customer experience platform."

Bizo's B2B Marketing Solution Targets Anonymous Site Visitors

No one does this. 

That is Bizo's claim on a new tool that it says defines a new era of marketing automation beyond the email inbox. The unique part?

Marketers have the ability to nurture their anonymous website visitors that have not yet provided an email address. It's a patent-pending Multi-Channel Nurturing solution that Bizo says helps B2B marketers use online display and social ads to engage known prospects and convert anonymous website visitors.

Marketo Focuses on Innovation #mktgnation14

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It’s a crowded marketing vendor space. Nine times more crowded than it was two years ago, in fact

Next week, Marketo will try to pull attention away from its 946 competitors and onto itself when it hosts the Marketing Nation Summit at the Moscone Center in San Francisco. 

Marketo is expecting more than 5,000 customers, partners and analysts to attend the Summit, according to Jon Miller, vice president of marketing content and strategy and a Marketo co-founder. That is double the number of attendees from last year, Miller told CMSWire.

There are Dangers Ahead for Digital Marketers

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As a publisher, John Battelle chronicled the highest peaks and lowest valleys of the online revolution. Today at ad:tech he warned of the dangers ahead for digital marketers and society as we "become data" in the mobile age.

In a frequently abstract but compelling keynote conversation with eMarketer Executive Editor Noah Elkin, Battelle spoke of the "generational, hallucinatory love affair with mobile" that drives its use today. "It's not all about a piece of glass," he said. "It's about understanding everything around us."

His points went beyond the technical capabilities of predictive analytics, customer experience management and cross-channel messaging. He focused on learning use such tools both in marketing and the broader, societal environment.

Marketing Automation Best Practices

It's no secret that the popularity of marketing automation has been growing. Once thought the exclusive domain of larger than life firms, the marketing strategy and software has become increasingly accessible to smaller firms. But what exactly is Marketing Automation?

Adobe 'Filled Gaps' With Neolane #AdobeSummit

Adobe added email campaign management software to its marketing cloud last year to fill gaps in its digital marketing arsenal, analysts told CMSWire this week at the Adobe Summit Digital Marketing Conference in Salt Lake City.

Adobe is showing off the new product — Adobe Campaign — at the annual conference. Last June, Adobe spent $600 million to buy Paris-based Neolane, adding missing pieces to its software puzzle. “Neolane added the industry leading cross channel campaign management tool to the marketing cloud suite,” said Cory Munchbach, an analyst serving customer insights professionals at Forrester Research.

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