Marketing and technology go together By now it’s no secret that marketing and technology go together. They’re a duo. Naturally paired together to enhance the overall experience. Nowadays, it’s quite near impossible for marketers to perform without the right tools and technologies in their arsenal. The marketing world is non-stop and there are literally thousands of tools and innovations that were designed to help you automate and simplify your marketing efforts. One of the more jarring tasks of many businesses we’ve worked with is selecting from the vast pool of tools to use. This is where having a marketing technology stack becomes fundamental to your business’ marketing strategies. … [Read more...]
API-Led Connectivity and the Application Network Effect
Living in a digital world As we enter the third decade of the 2000s, it’s clear: we live in a digital world. The ways we learn, communicate, and work are increasingly digital. What powers this new world isn’t just the digital information — data, images, graphs — itself; the real power of the digital world comes from the connectedness that allows us to interact,integrate, and innovate using this information. This connectedness creates a non-linear relationship between the amount of digital information we produce and its impact on society. As long as there has been digital information, there has been a desire to share it. In the early days of software applications, that meant … [Read more...]
The Future of Marketing: 5 Predictions for 2020
Let’s take a look at this year’s predictions for what’s to come in 2020: #1: Zero-Click Searches Are Going to Continue to Take Over If you saw this repeat prediction coming, you’ve been paying attention. Unfortunately for marketers, ad and organic clicks are steadily on the decline and we’re going to keep a close eye on this one over the course of the next year. Over the next 12 months, we’re expecting marketers to focus on optimizing their web content on Google’s own properties (YouTube, Maps, Images, Knowledge Panels, etc) in an attempt to offset any negative impact to their traffic. #2: It’s Time to Consider Other Communication Channels (Besides Email) As Key Conversion … [Read more...]
Retail, Wholesale + Manufacturing CRM
Overview This company is internationally renowned and is among the largest diamond and jewellery trading companies in the world. Not only have they engaged in huge transactions in jewellery trading, but have also provided a suite of solutions to jewellery retailers, wholesalers and manufacturers alike. Challenges The customer was handling vast quantities of paperwork and was unable to handle their entire process of buying the jewellery, processing and selling efficiently. They wanted a proper all rounder system that would not only in track the workflow at each phase but also help in effective inventory and finance management. The client initially had a legacy system for … [Read more...]
Gartner 2019 peer insights report on AI in Marketing
Applying AI to Web Content Management (WCM) and Digital Experience Platform (DXP) This is content we have curated for you via Gartner Peer Insights 2019 and produced by an award-winning cloud platform for developers and marketers to manage content. Applying AI capabilities to content today for more effective lead generation, conversion, and personalization helps companies stay ahead of the competition tomorrow by transforming the customer experience and helping build a useful Digital Experience Platform (DXP) that will be a competitive differentiator. Marketers struggle with using AI to leverage content and turning data into insights. In “Applying AI to WCM and DXP — … [Read more...]
Spotlight on smart bidding
Google has implemented a lot of machine learning features into its bidding platform in recent years. You can create campaigns in Google Ads and they will optimize almost everything for you. Smart Bidding optimizes your bids to maximize conversions, tapping into Google’s vast tank of signals—including user search query, browser, and language settings; location; and a user’s historical behavior to predict the likelihood of a conversion. From there, Smart Bidding increases your bids when a conversion appears more likely. But what else can be done to help optimize with Smart Bidding? The fundamentals Marketing needs to be data-driven to be effective so consider your data integration. … [Read more...]
Salesforce Pardot
Platform Spotlight | November 2019 Target customer SMBs to enterprise-level organizations across all verticals and geographies. Company overview Salesforce acquired Pardot in July 2013 as part of its $2.5 billion acquisition of ExactTarget. Salesforce offers numerous cloud-based product suites, including Sales Cloud, Service Cloud, Marketing Cloud, Commerce Cloud, and Einstein Analytics. Salesforce has more than 30,000 employees and 150,000 customers globally. It does not disclose employee or customer count by product line. Salesforce has offices in more than 30 countries. Product overview Salesforce Pardot is a B2B marketing automation solution, which includes lead … [Read more...]
Big mergers are done. But plenty of smaller ones on the horizon…
Consolidation will continue The enterprise B2B marketing automation market is concentrated among a few cloud vendors, including Salesforce, Oracle and Adobe. In 2018, there were a number of acquisitions by Adobe and Salesforce in particular as they sought to consolidate their positions at the top of the market and broaden their offerings for B2B firms. Adobe’s biggest deal of 2018 was its purchase of rival marketing automation platform Marketo in September for $4.75 billion; the firm also bought Magneto Commerce for $1.68 billion in May. Meanwhile Salesforce acquired integration platform Mulesoft in May for $6.5 billion, analytics provider Datorama in July for $800 million, as well as … [Read more...]
Personalization Puts New Demands On Data
An effective data strategy isn’t as much about unlocking more data in Salesforce as it is about unlocking the right data. Instead of focusing on data volume, the best IT teams focus on providing employees the data visibility and access they need to understand customers, collaborate across teams, and improve specific workflows that impact experiences. Personalization puts new demands on data that are keenly felt wherever employee promises to customers are made, kept, or broken. To that end, IT teams are investing in a unified customer view for all. Top investment areas for the best IT teams 90% Integrating data sources 80% Improving IT & business collaboration 88% … [Read more...]
State of Automation | Trends 2020
Trend 1 | Organizations are Being Built Around Customer 360º Cloud journeys are focused on open, hybrid environments, where data must be well integrated and fit for purpose. Customers are embracing Salesforce’s Customer 360 and MuleSoft to create a unified customer profile. 9 out of 10 Salesforce customers rank integrating data sources as their top priority. Trend 2 | AI Efforts are Scaling Up Organizations are reimagining critical workflows, moving from piloting AI to scaling it. With the goal of augmenting human decision-making, investments in AI need to include investing in employee training and reskilling. 83% of businesses piloting AI will implement in the next 18 months. … [Read more...]
