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Marketing Automation News & Analysis

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.

Will Microsoft Dynamics Marketing Trigger the SharePoint Effect?

Will Microsoft Dynamics Marketing Trigger the SharePoint Effect?At last month’s Convergence conference in Atlanta, Microsoft revealed what it had been internally assembling around its 2012 acquisition of Marketing Resource Management (MRM) specialists MarketingPilot. The resulting digital marketing suite has the potential to shake up the marketplace just as SharePoint did in the enterprise content management (ECM) market in 2001.

Data Driven Marketing Demands a Fundamental Shift

We are in the midst of an industry wide transition period, moving away from data driven decision making and towards data driven decisioning. And while the semantic difference seems subtle, it's changing the game -- and creating incredible forward momentum -- for virtually every marketer and big brand.

Eloqua Marketing Automation Meets Gmail with Cirrus Insight

Cirrus Insight is putting a lot of stock into making the Gmail experience better for marketers and salespeople.

Last fall, the CRM app developer out of Laguna Hills, Calif., united Salesforce and Gmail on mobile devices. Then in February it added marketing automation capabilities via Pardot and Hubspot

Its latest move comes today and involves bringing Eloqua's marketing automation to Gmail, opening up capabilities for enterprises.

Scout Debuts Marketo Marketing Automation Integration

Scout's analytics platform is getting a piece of Marketo's marketing automation.

Marketo's marketing automation capabilties gives Scout Analytics, which was acquired in January by ServiceSource, the ability to directly connect with marketing automation through user-level nurturing. It's something Scout officials told CMSWire is unique in this space: moving beyond company stakeholders and getting down to actual user habits.

"You can nurture them to come back when their subscription is about to end and get updates on subscriptions," said Matthew Shanahan, vice president of product strategy for Scout.

Five Ways To Produce Rock-Solid Email Marketing Campaigns

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For marketers, it boils down to this: Do you make it hard or easy to find your unsubscribe feature in your email marketing campaigns?

Google made the decision for you with Gmail: It's easy. It's right at the top now.

Bottom line for marketers? This change should not affect your campaigns so long as your focus is on engaging content that creates legitimate customer prospects and not on building large marketing lists, said Ann Breckencamp, product manager for CommandIQ, a CRM platform provider.

"Too many marketers are overly concerned with just trying to keep people on their mailing list," Breckencamp said. "The silver lining in Google’s new unsubscribe feature is that it should get marketers to focus instead on what really matters: driving true engagement with subscribers on a one-to-one basis."

CMSWire talked to Breckencamp about how marketers can use the Gmail change as an impetus to make their email campaigns better.

Adobe Campaign Update Due by Late Summer

Thumbnail image for ADBE 320.jpgThe long anticipated integration of Campaign into Adobe's broader marketing suite will take a big leap forward late this summer, but customers should expect ongoing changes throughout the year. 

Campaign, acquired when Adobe paid $600 million in cash for Neolane last July, sends personalized content across any channel. Adobe released a rebranded version in January that connects with its Experience Manager. But the company still has a long way to go before Campaign works seamlessly with the other four parts of the Adobe Marketing Cloud -- analytics, media optimizer, social and targeting.

"I think it's going to take some time to fully flesh-out that acquisition and fully integrate it with the marketing cloud," Patrick Tripp, senior product marketing manager for Adobe Campaign, said in an interview. "It's going to be a journey. It's going to be a series of announcements through 2014."

Get More Results with Less Effort in B2B Marketing Automation

Getting More From Less With B2B Marketing AutomationWhy is it that the things we know are good for us are so hard to start? Think exercise, eating right, starting that blog, taking risks. Research from Ascend2 shows marketers find marketing automation one of the most difficult tactics to execute, despite admitting that the more extensively they adopt it, the more success it brings. The “the first step is the hardest” seems to ring true here. The biggest stumbling block? The question, “What will I get for my efforts and how soon?”

Oracle Bites On BlueKai in #Martech M&A Feast

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Oracle Corp. appears to have an insatiable need for acquisitions, with a focus on anything involving marketing technology (now known in the Twittersphere as "#martech"). Its latest deal is BlueKai, an acquisition announced this morning. Although terms of the deal were not released, it is estimated in the $350 million to $400 million range.

The buy will help Oracle to personalize marketing programs and the customer experience. Omar Tawakol, CEO, BlueKai, said his company's products "convert fragmented and disparate marketing data into high-performance results for companies.”

BlueKai claims to maintain a database of 700 million consumer profiles and has more than 300 customers across multiple industries. The company boasts that its Data Management Platform (DMP) keeps the customer and audience data in the cloud to target marketing campaigns and deliver better results. 

In short, BlueKai is one of the largest providers of data that help provide those super-targeted ads you see in your browser that might seem a little creepy because they happen to coincide with what you've been searching for lately.

Oracle Expands Marketing Platform Eloqua Throughout Its Clouds

Oracle is out with a new release of Eloqua, improving integration with its Marketing and other Clouds.

These Simple Tips Could Keep Google from Killing Your Gmail Marketing

dog using computer.jpgGoogle loves to tweak Gmail — and complicate life for marketers. First it introduced that love-to-hate-it tabbed interface and then it opened images by default.

Marketers, who have long been able to track email opens using images, lost a key tracking mechanism. And at least some studies suggest the tabbed inboxes are negatively impacting the ways consumers engage with brands in their Gmail inboxes.

So what's a marketer to do? More than you might think, it seems.

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