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Web Experience News & Analysis

Trapit Takes On LinkedIn with Social Selling Platform

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Social-selling platform provider Trapit wants to help companies deliver "relevant and engaging" content to employees and manage sharing through social channels.

The company debuts a new platform today that combines Trapit's content discovery and curation technology with the employee advocacy tools it gained in the merger last December with Addvocate, officials said.

Trapit's CEO said it's a platform that can take on LinkedIn, which also released a similar solution.

"The key to this space is content," Hank Nothhaft Jr., CEO and founder of five-year-old Trapit, told CMSWire. "No matter what features a platform has built, if you don’t have the ability to deliver great content, you’ve got nothing. I’d argue that the winner in this space will be determined by their ability to source quality content that is highly relevant to each user it serves."

PostUp: Our Email Is Better Than Yours

Email is the best marketing channel. So why not exploit it?

That's PostUp's thinking -- and today it announces an integration company officials claim will work better than anything else.

The email marketing provider has partnered with an email data platform to help its clients manage campaigns, optimize deliverability and analyze results within a single UI "with no technical effort."

Austin, Texas-based PostUp joins the Return Path partner program to bring its clients capabilities that include seed testing, render previews and device detection.

Officials at PostUp called email the "highest ROI of any digital channel."

They said their platform is designed for high volume senders and particularly suited to enterprise publishing, media and entertainment companies. 

Keith Sibson, vice president of product and marketing at PostUp, told CMSWire Return Path is a great fit because it is the "undisputed leader in email deliverability tools and intelligence," a fact Yesmail may dispute. He further claimed PostUp is the first Email Services Provider (ESP) to offer a "comprehensive integration of the Return Path tool set, fully baked into the email platform."

11 Ways to Ruin Your CMS Project Without Even Trying

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Your web traffic is a vital factor, maybe even the most important one, in generating sales leads for your business. According to Stanford University, 75 percent of people judge the credibility of a company on the design of its website. That’s why it’s such a big deal when your company decides to overhaul your web CMS.

There are so many ways to ruin a Web CMS project without even trying, but here are 11 that will certainly do the trick. 

Alcatel-Lucent Invites You to Get on Its Cloud

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Paris-based Alcatel-Lucent introduced a new Communications-as-a-Service (CaaS) platform called Rapport today. 

Like other IP-based communication networks, Rapport uses cloud platforms to pool network resources. This way, voice and video communications and conferencing can be managed using the same principles as any other type of traffic on an IP network.

The critical difference is this: Rapport exists entirely in A-L’s cloud, not on customer premises.

“A lot of enterprises have looked at Amazon, Google, Facebook and the like, and said, ‘They’ve become good at scaling and launching new apps and services quickly.  Why can’t I scale like that?’” remarked Brendan Ziolo, A-L’s head of large enterprise marketing, in an interview with CMSWire.

Where Are You? The Beacons Know

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Smartphones have become more advanced — and so has the promise of using them to deploy sophisticated location-based marketing technologies.

Location-based marketing is generally defined as the intersection of people, places and media. In this context, places range from the homes where we wake to the places we pass during our commutes to the offices or other venues where we spend our days — and back again.

One of the most exciting possibilities of location-based marketing is indoor location technology, which brings Internet-style tracking to physical spaces.

New technologies like indoor positioning systems offer not only new customer experiences, but also new analytics measurement tactics that can make marketing strategies all the more valuable.

Turn Your Data Into Smart Data

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Experts have proclaimed the end of the big data bubble for a few years now. Yet more and more companies want to be analytics-driven with analytics-oriented departments to take full advantage of the exponential growth of data points.

It's reported that marketers will spend an estimated $11.5 billion in 2015 on data and related solutions alone. Marketing, advertising and sales success hinge on back-end activities like analytics, collection and governance to predict and influence outcomes that impact the bottom line. 

To harness and convert data into stronger business strategies and overall profitability, approach data practices with a holistic integration of people, process and technology, following three key steps: collection, strategy and alignment.

Marketo and LinkedIn Pair Up #MKTGnation

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Marketo stretched its marketing muscles today with a LinkedIn integration.

The partnership pairs Marketo's Engagement Marketing Platform with the professional networking site's lead-generation and nurturing solution. 

Officials announced the deal at the Marketing Nation Summit in San Francisco, San Mateo, Calif.-based Marketo's annual conference. 

The solution is designed to help marketers "bridge the gap between digital, social and offline channels" and generate "relevant conversations with customers."

Is Marketo Enough for You? #MKTGnation

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Marketo jumped on the all-in-one marketing platform train today.

The San Mateo, Calif.-based provider announced today at its annual Marketing Nation Summit at the Moscone Center in San Francisco capabilities that allow marketers to engage their customers across all channels from a single software platform.

The eight-year-old company this week welcomes its biggest crowd to date for its annual marketing festival -- a 41 percent growth in registrations up to more than 8,500. Marketo officials said last week it had nearly 4,000 paid registrants, 86 percent growth since last year. 

What does more people mean? More money for Marketo. But also more momentum for the marketing automation specialist that reported a 54 percent third-quarter growth in October

"It's about inspiration in the nation," Sanjay Dholakia, Marketo's chief marketing officer, told CMSWire in an interview last week.

The Inside Scoop on Influencers: 3 Ways to Get Results

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If you’re thinking about adding influencers to your marketing mix, but aren’t quite sure if you can pull it off, take a few minutes to read what Christine Vieira has to say. She’s the co-founder and president of Find Your Influence, a cloud-based automated influencer marketing program.

“The key to success is making sure you understand your audience, your strategy and who your influencers might be,” Vieira told CMSWire.

She added that influencer marketing isn’t just for B2C companies. “B2B companies are starting to see which influencers might make sense for them," said Vieira. "Their target clients are looking at blogs and reviews more so than a consumer, so they can use influencers to educate potential clients. It can truly make sense for any brand.”

Is There a Future in Content Marketing?

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“Things looked bleak for the Angels when they trailed by two runs in the ninth inning, but Los Angeles recovered thanks to a key single from Vladimir Guerrero to pull out a 7-6 victory over the Boston Red Sox at Fenway Park on Sunday.”

Nice bit of reporting, right? You'd be forgiven for thinking it was the lede of a beat writer's game recap in the Los Angeles Times.

It wasn't.

A computer wrote it. 

The paragraph appeared in a New York Times’ Opinion piece titled “If an Algorithm Wrote This, How Would You Even Know?” In the piece, Shelley Podolny, director of e-discovery company H5, explored the emergence of robo-writers, computer software that not only analyzes data, but creates human-sounding commentary.

The sophistication of robo-writers is impressive. Could you have guessed that the quote was written by a computer? 

Madison Logic Data Rebrands as Bombora

Madison Logic Data made its biggest identity move yet today.

Madison Logic Data, which seven months ago became the sister company of Madison Logic, has rebranded as Bombora. It will stay in New York City. Madison Logic bought Linthicum, Maryland-based BBN Solutions in March.

Bombora officials believe in the power of intent data, which they define as data collected about a web user’s content consumption.

That kind of technology, they added, allows the provider to identify key topics (2,300 total as of last month) that will show marketers when users express interest in a specific topic.

The provider told CMSWire last month that it aggregates digital and mobile display inventory from 1,600 B2B media outlets. This allows brands to interact with more than 245 million decision makers monthly.

Stepping Back to See the Big MarTech Picture

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The after-effects of the recent MarTech conference in San Francisco linger on. Between the strong speakers, fireside chats and diverse set of attendees, the event has already provided a point of departure for many a conversation on the state of marketing technology.

And beyond that -- as witnessed from colleagues, peers and personal experience -- it's sparked some needed soul-searching within the industry.

Marketing Technology is vast, diverse and rapidly evolving. Scott Brinker's Marketing Technology Landscape Infographic serves as a regular reminder of just how quickly martech has evolved. 

In such a fast-paced industry, there isn't always time to take in the big picture. With this event, Brinker offered that opportunity: two days to take a step back, take a deep breath and look at where we are with marketing technology.

We Need a Department OF the Customer

We have a department of selling to the customer, a department of marketing to the customer, a department of communicating at the customer. We have a department of dealing with customer complaints. But we have no department OF the customer. 

3 Ways Marketing Automation Boosts Business Efficiency

"The attention economy is not growing, which means we have to grab the attention that someone else has today." — Brent Leary

I remember Brent Leary, a partner at CRM Essentials and a well-known subject matter expert on CRM, making that bold assessment a few years ago, and it still rings true today. 

The battle for customer attention has never been more intense. Fortunately marketers are finding a few ways to help ease their efforts to retain customers. 

Marketing automation is one of those effective digital balms. 

Here are three ways automation unleashed valuable analytic strategy. The key is through timing and segmentation, which leads to analytic decisions that highlight meaningful operational support.

The CMO's Job: It's Complicated

We asked CMOs how their role has changed in the last few years. And while the answers we received came in many different shapes and sizes, the long and short of it came down to -- it's complicated.

If you don't believe us, do a search for "CMO struggle" and see how many results come back.

During our "Defining 2015's CMO" Tweet Jam the participants reached consensus on accountability, where technology fits in the CMO's toolbox and that strategy comes first. And while the rate of change may seem insurmountable, it can be managed with a clear vision and a strong team.

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