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Web Experience/Engagement Management (WEM) Articles

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.

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.

Customer Service Success Starts at the Source

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It feels like customer service -- or rather, the lack thereof -- is making headlines on a daily basis lately.

Comcast is one example of a company that has faced service misstep after misstep. And these blunders are having a lasting impact on Comcast’s brand. A recent report from SurveyMonkey found that Comcast’s customer service woes have left the company ranking lowest among cable providers when it comes to customer loyalty and satisfaction.

Comcast isn’t the only company struggling due to customer service crises. Other major brands like Walmart, American Airlines and Bank of America have all suffered from the crippling backlash of poor service departments. It’s no secret that poor customer service can negatively affect a brand’s popularity, if not permanently tarnish its reputation.

So how can businesses prevent these Comcast-sized service blunders? Recognize that customer service success starts at the source.

Your Brand is Only as Good as Its Reputation

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Ask Karen Spiegel to define a brand — and she'll tell you that it's only as good as its reputation and the people who work there.

Spiegel knows a lot about brands. She's been working in advertising, marketing and digital agencies for nearly two decades, in roles as diverse as creating public relations strategies for client engagements and large corporate events to overseeing social media, thought leadership and internal communications initiatives.

She said her experience has imbued her with a strong understanding of the role technology and digital media play, along with a global perspective. "Personally," she said, "I am passionate about the intersection of how design helps simplify complexity and technology magically expands what is possible."

'We Rule B2B Marketing Automation, We're Salesforce'

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Salesforce officials are confident about their marketing technology.

"The thing that distinguishes us most is that we're Salesforce," said Adam Blitzer, senior vice president and general manager for Salesforce Pardot.

When you work on the massive CRM platform that is Salesforce, it's OK to be a little confident.

Salesforce integrates its CRM technology with its Pardot marketing automation. It acquired that technology with its $2.5 billion ExactTarget package.

The San Francisco-based provider today released what it calls "the next generation of Sales Cloud B2B marketing automation."

The Intelligent Engagement Studio and Sales Cloud Engage will deliver adaptive lead nurturing, visualized campaign testing and mobile marketing tools, the company boasted.

Don't Let Your Personas Get Stuck

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If case you haven’t noticed, personas are a pretty big deal these days. Marketers plant relevant, engaging content throughout digital experiences on multiple channels to try and move the business forward. And that content must be relevant and individualized.

But marketers face a growing challenge. Yes, yet another one.

Harness the Power of Intent Data for Predictive Marketing

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We are in the middle of a marketing revolution. With technology that makes it possible to get insight from all different types of data, it’s no longer about being just a modern marketer -- it’s about being a predictive marketer.

As marketers, we can put data science to work to better predict which prospects and customers are most likely to buy, and when, to target the best prospects with powerful, personalized messages.

But not all data is created equal.

What's New for You This April in Open Source CMS

WordPress is the world's largest open source CMS. So it's really not surprising that it's also a prime target for hackers worldwide.

Just this week, the US FBI issued an alert about the potential danger of individuals sympathetic to Islamic State (ISIS) terrorists abusing vulnerabilities in the WordPress platform.

"Successful exploitation of the vulnerabilities could result in an attacker gaining unauthorized access, bypassing security restrictions, injecting scripts, and stealing cookies from computer systems or network servers. An attacker could install malicious software; manipulate data; or create new accounts with full user privileges for future Web site exploitation," the alert explains.

The FBI noted that the perpetrators of the attacks against WordPress are not terrorists themselves. Rather, they are hackers "using relatively unsophisticated methods to exploit technical vulnerabilities" in the name of the terrorist group "to gain more notoriety than the underlying attack would have otherwise garnered," the FBI maintains.

In any event, the FBI recommends any site running WordPress use some reasonable precautions:

Now let's move on to more pleasant open source CMS news.

Will Enterprises Come to the Domo BI Party? #Domopalooza

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The former Omniture chief who sold his company to Adobe for $1.8 billion brought his new organization out of stealth mode this week.

He claims American Fork, Utah-based Domo offers the "world's first business management platform."

Josh James said Domo will help companies get "meaningful value from business data" and collaborate better. The move comes less than six years after James sold Omniture.

Domo has been in stealth mode since 2010. But it went public this week at Domopalooza in Salt Lake City.

Now the provider is targeting companies who buy technology to easily access business critical data.

Is Sprinklr Finally 'Satisfied' With Its Latest Acquisition?

Sprinklr put its acquisition shovel to work again.

The New York City-based provider of social media management tools scooped up San Francisco-based customer care provider Get Satisfaction today. This is Sprinklr’s fifth acquisition since the beginning of 2014 and follows a series funding valued at greater than $1 billion.

Get Satisfaction joins social community software provider Pluck, influencer advocacy company Branderati, paid social company TBG Digital and brand analytics provider Dachis Group as Sprinklr acquisitions in the past 14 months.

All told, the six-year-old provider now climbs to more than 750 employees, 850 brands and 400 clients. Financial terms were not disclosed.

Rahul Sachdev, CEO of Get Satisfaction, and Jeremy Epstein, vice president of marketing for Sprinklr, caught up with CMSWire after the provider's fifth acquisition in just more than a year.

Sprinklr is accelerating its social consolidation strategy to help brands improve customer experience, they told CMSWire.

Dachis Group brought brand health data and analytics into the fold, TBG Digital enabled a paid social offering within the Sprinklr platform, and the acquisitions of Branderati, Pluck, and Get Satisfaction are bridging the gap between first- and third-party brand experiences, they explained.

Why You Need to Scan for Open Source Vulnerabilities

Remember the good old days of open source, when your main concern was whether you might have inadvertently violated a license or piece of intellectual property? And if you did, well then at worst you'd have to turn over a piece of that software code to the open source community?

Those days are over, of course. Or rather, while the risk of misusing open source remains, there are far bigger dangers -- with corresponding consequences.

Portrait of a Chief Data Officer

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Want to find the perfect Chief Data Officer? Look for an empathetic big brain to harness the power of big data for your business. Here’s why.

Can DOZ Help You Find the Best Local Marketers?

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The DOZ online marketing platform allows organizations to go to the bullpen and get a relief for their marketing campaigns.

(It's Opening Day. We couldn't resist).

So what does it really do?

DOZ, a product of Lyon, France-based Capseo, claims it can help any website reach audiences in foreign markets through automatically curated and localized marketers.

It helps small and medium size businesses access marketers on-demand and launch online marketing campaigns. The platform launched in 2013.

In a vast marketing technology landscape, DOZ enters the mix and offers up actual marketers -- and marketing campaigns.

"Other platforms connect businesses and agencies with freelancers, but the quality of the work is rarely guaranteed and the freelancers bid against each other in a race to the bottom," said Anji Ismail, CEO and co-founder of DOZ.

"Sure, it’s cheap and it’s even sometimes good, but it’s rarely great. DOZ has curated a network of marketing experts that now numbers more than 5,000. All must provide proof of their abilities and expertise, and all are vetted before being assigned tasks by DOZ’s matching algorithm."

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