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Marketing Automation News & Analysis

Watch Out! Microsoft Released Dynamics Marketing Today

customer experience, Watch Out! Microsoft Dynamics Marketing Released Today

Hey Oracle, Salesforce, Adobe and other big marketing software providers who feel they should be mentioned in this sentence:

Microsoft's here. Today. Consider the space shaken up.

Living up to its promise to deliver on the new Microsoft Dynamics marketing platform by this quarter, Microsoft announced today new capabilities in marketing, customer care and social listening. It comes as part of the Redmond, Wash., giant's Microsoft Dynamics CRM spring wave of updates in 54 markets and 42 languages.

This new releases are integrated with Microsoft Office 365, Yammer, Lync, Skype, SharePoint and Power BI for Office 365. 

Marketing Automation: Don't Build It If You Can't Use It

2014-02-June-Construction.jpgThe problem with marketing automation is that it takes people and processes to use the technology and companies often treat that as more of an afterthought. The result is a much higher percentage of failed programs and implementations.

The problem is not the technology. The problem is being prepared to use it.

Segmentation Is About to Get Interesting

2014-30-May-Halloween.jpgFor marketers willing to ask the question, “Who is my customer?” the response now comes as billions of data points. Few of these fit into the neat set of demographics that once defined marketing. It’s age, race, sex, weight, height, marital status, education level, politics, buying habits, household health worries, vacation dreams and much much more. Understanding this deluge of data -- and the people or segments they represent -- means a whole new way of understanding customers.

Microsoft Ups Mobile, Cloud Play with Capptain Buy

Unless you’ve been living under a rock with your ears plugged for the past three months, you’ve heard Microsoft CEO Satya Nadella preaching the gospel of Mobile and Cloud, Mobility in the Cloud and so on.

Today his wallet did the talking.

This morning Microsoft announced that it has purchased Capptain, a Paris-based mobile, push analytics startup that provides marketers and customer relationship managers with the tools they need to react to user behavior in milliseconds and to then deliver the right message at the right time, creating engagement and the feeling of being cared for.

5 Reasons for Marketers to be Thankful

customer experience, Five Reasons Today's Marketer Should be Thankful

It's Memorial Day weekend. The official start of the summer. Cookouts. Beer. Flip flops. Relaxation. Beer. Getting the boat on the lake. The first camp-out. Beer.

All that.

We always forget, though, the true intent of this holiday weekend: honoring Americans who lost their lives serving their country. I'm guilty. "Long weekend" enters the mind too often when "life sacrifice" should. 

But I am thankful for my freedoms. I get to write for a great company. Have a great family. A great group of kids to coach in Little League.

Marketers can be thankful, too. Sure, it's a thankless job a lot of the time, but there is a lot to be thankful for as a marketer. We think so. Hence, here are five things we think marketers should be thankful for:

Less Can Be More for Email Marketing

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Did you ever know someone who was over keen? Who didn’t respect your space? Maybe they had something valid to say, but in the end you just had too much and tried to avoid them somehow?

As marketers, we have to be careful not to fall into this category with our email campaigns. It’s a fine line between staying top of mind with your reader and, well, bugging them. Quite simply if you “blast” them with too many newsletters, your image will suffer and eventually they’ll probably either unsubscribe or hit spam.

TechValidate Integrates With Oracle Eloqua Marketing Cloud

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TechValidate believes it has a solution that integrates seamlessly with one of the industry's big players in the marketing software cloud space.

The Emeryville, Calif., provider, led by CEO Brad O'Neill (pictured left), announced this week its integration with Oracle Eloqua Marketing Cloud.

It will help B2B marketers automate, they say, the process of creating marketing content with a drag-and-drop from their TechValidate library directly into Eloqua campaigns.

"For the first time ever, there will be a totally seamless way for B2B marketers to find highly-targeted customer evidence and get it in the hands of segmented customers and prospects," TechValidate claimed in their product pitch to CMSWire.

SAP Buys Cloud Behavioral Marketing Provider SeeWhy

Everyone wants personalized marketing capabilities in their platform, even SAP. So it went out and grabbed some.

SAP announced today the acquisition of SeeWhy, the cloud-based behavioral target marketing solutions provider. SAP is adding to its customer experience arsenal that it built with the addition of e-commerce platform vendor hybris last summer.

Shutter the Sales Funnel

Shutter the Sales FunnelAs form publishers find they are able to ask for less and less personal information (and get away with it), some panic, thinking they're losing the best, cheapest lead stream they know. And, without a doubt, they are. This article continues that discussion started in Free Me From Your Website Forms, but from the perspective of the marketer who now needs an alternate solution.

Professional marketers reading this will likely take one of two positions: They’ll panic at the idea of shuttering the tops of their sales funnels or they’ll see the writing on the wall and think, yep, this is exactly the way things are going.

Free Me From Your Website Forms

2014-14-May-Pawn-Shop.jpgHow much would it cost me to buy your name and email address? You probably don’t have a figure in mind but you negotiate the worth of your personal information every time you submit a website form.

These 5 Companies are CX Innovators

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Last week we asked you to dust off your prediction skills, weigh some odds and take a shot at guessing the winners of the 2014 CX Innovation Awards. Now it's time to find your ballot: We know the winners.

Just yesterday, the Customer Experience Professionals Association (CXPA), a global non-profit organization created to guide and enhance customer experience management, named five winners from a list of 14 semifinalists. 

Winners were announced at the CXPA's fourth annual Insight Exchange event, which continues today in Atlanta.

Come on ... Admit it. You're eager to know who they are.

Silverpop is Popping: Record Revenues, Kudos, IBM Buy

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Things are good at Silverpop, the email service provider.

The Atlanta, Ga.-based provider had the best revenue growth year-over-year in the first quarter in six years. It was acquired by IBM last month. It's got 5,000 brands using it and 25,000 marketers. It's gotten some praise in the industry by analysts who say it gets marketing automation and its regarded among the visionaries for the concept of behavioral marketing.

"In the last three to six months, this idea of behavioral marketing and the notion of the individualized, one to one customer experience is finally getting widespread," Bill Nussey, CEO of Silverpop, told CMSWire. "Analysts are crediting us for being years ahead of anyone. The recognition of this vision is really coming to fruition. We're years ahead of the marketplace."

Why the Marketing Technology Industry is Like Polygamy

customer experience, Why the Marketing Technology Industry is Like Polygamy

Staying faithful in any marriage is (we hope) one of the primary goals. Staying faithful to one marketing technology provider means divorce.

In this marketing technology world, you see, it's more like Big Love than it was with Rob and Laura Petrie (living-room dancing at left).

One marketing provider? Doesn't seem to happen today.

Will one vendor ever be the be-all, end-all for companies deploying marketing technology?

"No," said Forrester Research analyst Cory Munchbach. "There's too much innovation happening too quickly for any digital marketer to reduce their technology stack to one platform. They may use one as a hub or a backbone for all the rest of the technology to plug into, but there will always be more than one capability than what a single platform provides."

Marketers: Embrace Automation or Face 'Extinction'

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Marketing automation has seen its share of acquisitions

What else has trended? How about the advent of the marketing technology suite?

"Marketing automation 
often had been positioned as a point solution used by marketing solely for demand creation," said Jay Famico, practice director for technology at SiriusDecisions, a B2B research and advisory firm that has released its 2014 Marketing Automation Report. "Teradata, through
 its acquisition of Aprimo, and IBM, via its purchase of Unica, took a more expansive approach and provided a broader marketing platform."

It's an approach, Famico said, being imitated elsewhere, such as with Oracle’s acquisition of Eloqua and Responsys, Salesforce.com’s acquisition of ExactTarget/Pardot and Adobe’s purchase of Neolane.

Important Innovation vs. Endless Expansion in WCM

Important Innovation vs. Endless Expansion in WCMWeb Content Management (WCM) is in the middle of an important innovation phase. That's right, I said it. “Innovation” because we are seeing new, as yet unmet, challenges being addressed with new capabilities. And “important” (as opposed to “trendy”) because our experience is that many of these new capabilities from WCM providers sit squarely on fixing things that don’t happen in a customer’s browser window.

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