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Rethinking the Customer Journey Map
June 22, 2016
If you talk to marketers for any amount of time about what they do, you are bound to hear the term "customer journey" at some point. The go-to exercise for marketers looking to up their lead generation games today is "journey mapping," the exercise by which you try to understand how a potential buyer navigates through content and other offers on the way to a closed deal.
The Marginal Customer
June 10, 2016
I start a lot of client engagements with a simple question: Who's the customer? It's amazing the answers that I get. Some people know the customer's demographic and business or personal needs, and they focus on those things. Others don't even grasp the difference between a customer and a consumer. You might expect this if you are working in the B2C rather than B2B space.
The Traction Gap
May 26, 2016
My friend and a partner at Wildcat Venture Partners, Bruce Cleveland, along with his associates, has come up with an idea that helps explain why some early-stage companies thrive and thus raise more capital, while others die on the vine. As a venture capitalist, he is always trying to figure this out, trying to determine who gets another round of funding and who doesn't.
Deeper Connections
May 23, 2016
Salesforce held its Connections 2016 user event in Atlanta earlier this month. About 7,000 people attended, but in the Georgia World Congress Center and airplane hangar, attendance seemed smallish. Attendance might have been held down by Gov. Nathan Deal's slow response to vetoing a religious freedom law largely seen as discriminating against the LGBT community.
Marketing and Loyalty
May 17, 2016
The CRM industry is shining a bright light on digital marketing, and it is a sign of how early we are in the digital marketing boom that few vendors are championing the idea of using marketing in any way other than for driving sales. Based on recent events by Oracle and Salesforce, it appears that the focus on driving more sales makes perfect sense for organizations just getting their feet wet.
Under the Shadow of Steve Jobs: Why Trump May Be Unbeatable
May 2, 2016
One of the frustrating things for me during Steve Jobs' time was that most of the folks who watched Apple go from nearly dead to the most valuable company in the world didn't seem to see anything really unusual. It was more like they were watching a great tennis player and seemingly concluding, "damn, what luck!" However, it requires a particular set of skills to do what Jobs did.
BlockIQ Escalates War on Ad Blockers
April 28, 2016
As consumers turn to ad blockers to avoid advertising on their mobile and computer screens, marketers and content providers who depend on pitches to pay the bills are searching frantically for ways to counter the pesky programs. BlockIQ offers them one. BlockIQ, owned by AdSupply, which recently merged with Adaptive Medias, has launched BlockBypass.
Crafting an Online Strategy, Part 4: Homegrown Marketing
April 27, 2016
As a maker in an e-commerce world, you have to get the word out about what you're creating. Whether you're crafting candles or jewelry, marketing leads to sales. It's one thing to set up a booth at a craft fair and meet customers face to face, but it's another thing entirely to market online. Becoming comfortable with digital marketing techniques needs to be one of your primary priorities.
Why Is the PC Industry Trying to Kill the PC?
April 25, 2016
Every time the "PC is dead" topic comes up, an old Monty Python movie comes to mind, and I'll bet you can guess which one. PCs are on almost every desk, and the installed base is measured not in the hundreds, thousands, or even tens of thousands -- it is measured in the hundred millions. Brian Krzanich last week announced a massive layoff at Intel, and once again the alarm sounded.
Crafting an Online Strategy, Part 2: Where to Sell What You Make
April 14, 2016
You're making soap or jewelry or handcrafted leather bags, and you want to sell them online. Where do you go? What spaces work best? How do you decide where to sell your wares? It's important to choose the right selling spaces for your products and business strategy. Selling on your own site lets you control how your products are represented, while third-party sites offer a network of customers.
Marketers Poised to Run the Customer Experience Show, Survey Says
April 12, 2016
Marketing will shape the customer experience by 2020, based on a recent Marketo study of nearly 500 chief marketing officers and senior marketing executives worldwide. The Economist Intelligence Unit conducted the research on behalf of Marketo. Eighty-percent of the respondents believed their departments would exercise significant influence over business strategy by 2020.
Salesforce's MetaMind Buy Fuels CRM's AI Arms Race
April 7, 2016
MetaMind, a startup focused on deep learning, this week announced that it has been acquired by Salesforce. The company's expertise is in natural language processing -- letting computers analyze relationships between words. "We'll be able to offer customers real AI solutions with breakthrough capabilities that further automate and personalize customer support," MetaMind CEO Richard Socher said.
The Sales Process Starts With Retention
April 5, 2016
Despite the numbers that show how lucrative retention is in an increasingly subscription-driven economy, the emphasis has been on new customer acquisition. That is still true, according to a recent study. Forty-two percent of the firms surveyed said they were increasing their budgets for customer acquisition, while only 33 percent said the budget for retention would increase.
Amazon Takes a Swipe at PayPal
April 5, 2016
Amazon on Monday launched its Payments Partner Program -- a global effort widely seen as a rival to PayPal -- in the United States, the UK, Germany and Japan. Available by invitation only, the program provides for three levels of partners: premier partners, certified partners and certified developers. The first two are for e-commerce platform providers; the third is for developers and agencies.
iPad Pro Wants to Be Your Next PC
March 24, 2016
When Apple unveiled its 9.7-inch iPad Pro earlier this week, it aimed the tablet squarely at the PC replacement market, with Senior VP Phil Schiller describing it as the "ultimate upgrade for existing iPad users and replacement for PC users." More than 600 million PCs in use are 5 years old or more, he said. The Pro's 64-bit A9X processor rivals that of most portable PCs, Apple said.
Google Supercharges Enterprise Analytics
March 16, 2016
Google on Tuesday announced a suite of analytics products for marketers. The Google Analytics 360 Suite is a set of integrated data and marketing analytics products designed to give enterprise-class marketers the ability to reach consumers with the right message at the right moment, according to Paul Muret, Google's vice president of analytics, display and video products.
Apple Slips Native Advertising Into News App
March 16, 2016
Apple recently updated its iAd specifications to allow the display of sponsored posts directly in users' news feeds in the Apple News app for the iPhone and iPad. The ads will appear in native-banner format and can link to articles in the News app. They will be set in the same default font as News articles and will have the same look, with a title, text excerpt and a small image.
Apple Lassos Attention With 'Loop You In' Tease
March 11, 2016
Apple on Thursday sent out media invitations to a March 21 event at its Cupertino, California, headquarters, with the cryptic teaser, "Let us loop you in." Speculation is rife that the company will unveil a new 4-inch iPhone called the "iPhone SE." A 9.7-inch iPad Air also is expected, as well as some new Apple Watch bands and minor hardware and software updates.
Google Killed the Laptop Star
February 29, 2016
Anyone who went to business school recognizes the basic tenet that you use marketing to build demand in order to sell products. Through the 1990s, there was impressive marketing surrounding laptops. Apple aggressively marketed this class, as did Microsoft, and it seemed every other brand on TV was trying to convince us we needed a new PC. PC marketing dropped off a cliff in the last decade.
Facebook Gives Marketers a Blank Canvas
February 27, 2016
Facebook on Thursday yanked the drapery off its Canvas, inviting marketers to splash it with their best promotions. The new platform will provide brands with a new medium for storytelling, and it will return ad pages up to 10 times faster than mobile Web pages do, the company proclaimed. It's a big screen ad experience for the small screen, compatible with both Android and iOS devices.
Mining the Customer Base
February 24, 2016
One of the biases inherent in CRM is its orientation toward new business. This might sound strange to most people, but really, I think of it as the startup echo chamber. It's a bias in part because CRM was invented by new companies for new companies. However, the "C" part, customer, involves more than simply acquiring new ones, especially for established companies.
Facebook Gives Us More Ways to Push Each Other's Buttons
February 24, 2016
Facebook on Wednesday rolled out a new set of options for its 1.5 billion monthly users to use when responding to posts in their News Feeds. The six "Reactions," as Facebook has termed them, allow users to make more nuanced responses to posts rather than simply clicking on Like. The additional options are Love, Haha, Wow, Sad and Angry.
Facebook May Launch Risky Messenger Ad Program
February 22, 2016
Facebook has been preparing to push personalized ads through its Messenger app, according to a report last week. The company will allow brands to send their own marketing materials through the popular chat app, suggests a leaked document apparently intended for Facebook's advertising partners. The changes could go into effect during the second quarter of the year.
Marketers Make Customer Experience More Personal
February 11, 2016
Marketers this year will ramp up their efforts at personalization, getting a 360-degree view of customers and improving the customer experience, and they will leverage multiple strategies, tools and solutions to do so, a study released Tuesday by the CMO Council found. Deploying digital analytics and life cycle management tools will take the lead, followed by personalization platforms.
Twitter's New Algorithm Raises De-Democratization Fears
February 10, 2016
Twitter on Wednesday gave users the option of using a new algorithmically organized feed that would deliver more relevant messages -- not necessarily the newest -- first. The new approach to disseminating tweets was spearheaded by Twitter's CEO Jack Dorsey, who is under pressure because of the company's lack of growth. Compared to other social media sites, like Facebook, Twitter is lagging behind.
Marketing Quantification
February 10, 2016
It has been fun watching the rapid improvement of the marketing function over the last decade. The advance was in no small part due to the advances in marketing automation, and the marketing revolution is not over by a long shot. However, I think we're bumping up against a ceiling, and the improvements we can expect that make marketing faster will plateau.
The Internet of Things' Big Software Challenge
February 9, 2016
More than half of major new business processes and systems will incorporate some element of the Internet of Things by 2020, according to Gartner. That means that every piece of software that supports those business processes and systems must be redesigned to accommodate the requirements of the IoT market. Nearly every major independent software vendor is making moves to respond to the challenge.
Uber Makeover Draws Derision
February 4, 2016
Uber on Tuesday unveiled a new logo, the culmination of a two-year effort to develop a rebranding strategy. The new logo will be depicted in the Uber app in colors localized to each of the 65 countries where the company has a presence. For example, it's pink in Mexico, red in India, gold in China and oak in Ireland. The colors and patterns are meant to bring out Uber's human side.
What the PC Industry Could Learn From the NRA
January 18, 2016
One of the fascinating things about the NRA is that buyers of guns think the organization represents them, when in fact its mission is to represent gun sellers -- not gun buyers -- and certainly never gun buyers against gun sellers. Guns for consumers largely have been banned in most of the world, with the exception of the U.S., which uniquely has the NRA.
The Top 20 CRM Blogs of 2015: Part 1
January 15, 2016
What makes a great CRM blog? Generally, the same things that make a great CRM implementation: good planning, thoughtful responses to a changing market, consistent posting (the "adoption" part of blogging), the right technology, and people with the right personality. It's the classic "people, processes and technology" trilogy, really. The blogs that made our annual list of the best blogs and bloggers are one in a million.
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Red: A deadly cyberwar will occur -- It's when, not if.
Orange: A big one could be costly and threaten public safety.
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Blue: Regional outages will become more frequent and more annoying.
Green: There's no way anyone could take out the entire Internet.