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Web Experience News & Analysis

10 Things You Should Know About B2B Marketing

customer experience, 10 Things You Should Know About B2B Marketing

The last two months were all about predictions for B2B marketers.

The guesswork is over. 

Today, we’re going to tell you some things that are happening out there, and things you need to know -- from the eyes of an analyst, marketing consultant and marketer in the trenches.

Cirrus Insight Brings Pardot, Hubspot Marketing Automation to Gmail

Cirrus Insight claimed it broke the mold in 2011 when it integrated Salesforce with Gmail.

Last fall, Cirrus, which had been working on a mobile app to bring Salesforce features to the smartphones and tablets of Gmail users, announced integration with Conga, a popular Salesforce document builder.

Today, Cirrus is claiming another pioneer effort -- integration of Pardot and Hubspot marketing automation with Gmail.

Note to Brands: Focus on Multifaceted Digital Marketing

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If you think consumer search is a single and isolated action, you're wrong. It's actually part of a complex dance of intersecting factors, according to a new study from Toronto-based digital advertising agency DAC Group and research consultancy Kantar. The annual Kantar Consumer Search Behavior Study, highlights the complexity of search — and comes with a warning to marketers:

Brands need to create multi-faceted digital marketing campaigns plans that include highly-targeted search engine marketing (SEM), search engine optimization (SEO), local listing management (LLM) and display strategies to support consumer online conversion," said Nasser Sahlool, vice president of Client Strategy at the DAC Group.

Insults, Assumptions, Cultural Affronts: Mistakes to Avoid When Going Global

Making mistakes in business is natural. Sometimes those mistakes benefit your overall success. Hire the wrong iPhone developer, and you’ll learn what to look for in the next one. Cancel your work from home policy, and you might get faster collaboration, the way Marissa Mayer wanted.

If you take your product global with the wrong color scheme, image or translations, however, your target audience might be shaken for years. Rumor has it that the Pepsi slogan “Come Alive With Pepsi!” translated to “Pepsi Brings Your Ancestors Back from the Dead” in Taiwan. KFC’s “finger licking good” became “eat your fingers off” in Chinese. In another faux pas, one Beijing Starbucks had to close after setting up shop in Beijing’s sacred and historic Forbidden City -- considered a cultural affront.

Mid-Size Businesses Get Busy on Twitter

In the rush to generate a social media presence, we've seen enterprises speaking from on high and smaller shops boosting their presence through social networks. Now, the middle ground comes to the fore as more mid-sized business ramp up their engagement on Twitter.

Leadtail's latest report on Social Media Insights highlights how mid-size businesses communicate on the social network, what drives them and what the differences are between B2B and B2C types.

No Earnings Tweet for #Twitter

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Twitter shares fell about 23 percent in after-hours trading after the company announced quarterly earnings results and forward guidance that disappointed investors.

Despite drop-offs in the growth of some numbers, including new users, Twitter executives described a platform as still evolving, and that further development of the mobile experience was a focus of growth in 2104.

Twitter CEO Dick Costolo defended the growth of Twitter, pointing to the fact that some user interaction metrics such as private messaging are growing, and important revenue metrics such as average revenue per timeline were showing improvement. He said the company will be making additional investments in the Twitter platform, specifically in the mobile experience.

So how is the company going to turn things around?

9 Marketing Automation Providers Who Know Their Stuff

customer experience, Nine Marketing Automation Providers Who Know Their Stuff

Forrester Research named the nine most significant lead-to-revenue management (L2RM) marketing automation platform vendors. So what makes a good one?

They go beyond revenue performance management and transform marketing across the customer life cycle. They have deep features and functions. They make smart acquisitions

"Change in the B2B marketing automation market is likely to accelerate in 2014," Forrester's Lori Wizdo predicted in her new report. "New buyers from B2C and B2B2C marketers will redefine the functional table stakes. Acquisitions will continue as the mega enterprise software vendors plump up their marketing clouds. And the pace of innovation, driven by new tech startups, will remain high."

What's New in February for Open Source CMS

The year is off to a fast start for free and open source content management system (CMS) vendors, with plenty of updates, meetings and more. We're sharing the latest updates — and inviting everyone with FOSS CMS news to drop us a line. We'll include you in our next monthly column.

How Social Technologies Impact the Balance of Power

How Social Impacts the Balance of PowerOrganizations, businesses and entire industries are becoming more social. Does that really translate to better collaboration?

Extreme Goes Deep at the Super Bowl with Analytics

Networking hardware makers are seeing a unique opportunity in analytics. Why? All the data passes through their pipes. Extreme Networks has grabbed onto this trend with the release of an analytics product that was rolled out at the Super Bowl on Sunday, providing detailed information about the digital activity on the wireless network in MetLife Stadium.

Is Employee Advocacy the Next Big Thing for Marketers?

Is Employee Advocacy the Next Big Thing for Marketers?It started with a simple question: “What’s the next big thing marketers need to focus on?”

I asked Mike Edelhart who runs the Pivot conference -- a conference for senior marketers on the leading edge of the social media revolution. I expected Mike to respond with the usual suspects: big data, mobile, customer experience, media-specific social platforms, etc. Instead he replied, “It’s all about turning employees into a powerful force to advocate the company’s brand.”

Connecting: How to Supercharge Your Social Media Marketing

Connecting with Bill Sobel

If you don't know Bill Sobel, you should. Sobel is the Chief Connections Officer at SobelMedia and founder of NY:MIEG/The New York Media Information Exchange Group. He's has been described as a master connector — someone who opens the door to "an interconnected world of endless opportunity."

Starting this week, you'll get a chance to connect, too, through his column Connecting ... with Bill Sobel on CMSWire. "I'll be interviewing interesting, unique people who have a lot to say about customer experience management and social business tools and practices," he said. Enjoy! Noreen Seebacher, Chief Editor, CMSWire

How to Use Sophisticated Dashboards for Sophisticated Marketing

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Customers are arriving at your business or e-commerce site through increasingly sophisticated methods — and that makes it more complicated to determine whether your mobile site or offline advertising lead to your conversion goals. 

To keep in step and better organize information, businesses are turning to advanced spreadsheet automation or dashboard reporting.

Roadblocks to Epic Customer Experiences: Marketers

Roadblocks to Epic Customer Experiences: MarketersDelivering relevant and remarkable customer experience is easier said than done. It takes a special combination of data and analytics; great storytelling and visual content; delightful social engagement; a consistent, multichannel presence; strong customer service; and agile, long-term strategy. Throw in value-added apps, responsive design and personalization, and you’ve got a tall order for any company to fill.

How can one company -- let alone one person -- do it all? And how should aspiring digital marketers focus their education and training to become competitive in the (near) future? Before we get overwhelmed by everything today’s marketer must be, let’s start with what he or she is not. 

Come Closer: We'll Share the Secrets of Twitter Success [Infographic]

Sharing secrets.jpgJames T. Noble markets himself as a "business growth consultant." Ask him what that means, and he'll answer simply, "I make businesses bigger."

His London-based company, James T Noble & Associates, has worked with some of the world's largest brands and companies — Disney, Microsoft, 20th Century Fox, Virgin, Coca-Cola and MTV — to market their products and services online. And he boasts impressive results. "Typically, the clients we take on see their businesses grow two to four times within 12 to 18 months."

What does it take to grow a business? Several things: best-in-class marketing execution. Solid business coaching. Oh, and Twitter helps, too. But you have to know how to use it.

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