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Social Marketing Grows Up
February 23, 2017
Before there was experimental data to support various contentions, it made perfect sense to believe that the likes and endorsements posted to friends on social media would drive more business. After all, didn't we all subscribe to the idea that a disgruntled customer would tell many more people about a brand's shortcomings than a happy customer would sing its praises?
Oro CEO Yoav Kutner: Getting a Sense of Your Customer
February 16, 2017
One of the most noticeable recent trends in CRM is that "there are a lot more companies looking for tools to centralize data," noted Oro CEO Yoav Kutner. "We're seeing multichannel businesses that interact with customers both through a brick-and-mortar and through multiple touchpoints. That data has to be collected someplace so they understand how they're doing with their customers.
Top CRM Blogs of 2016: Countdown, Part 2
January 24, 2017
There's something to be said for consistency. Baseball Hall-of-Famer Tony Gwynn hit over .300 19 years in a row. The swallows have returned to Mission San Juan Capistrano every year since 1812. Richard Belzer played Detective John Munch in nine different television series over 23 years. Doing things well for a long time should earn you some attention for your efforts.
Why Companies Botch Customer Care
January 19, 2017
Do your customers come first? Companies spend a fortune to win and keep their customers. They advertise and market their products and services like crazy. Because of that cost, you would think every company would want to keep its customers happy. It's more cost-effective to keep an existing customer than to win a new one. If that's the case, why do some companies screw up customer care so badly?
Top CRM Blogs of 2016: Countdown, Part 1
January 13, 2017
In a year when it seemed that CRM continued to blur into other technologies -- AI, the IoT, analytics, predictive tools -- there was no shortage of things to blog about. However, only a few bloggers really captured what was going on in CRM in 2016 and reflected the evolution of the technology in their own unique ways. Doing that is a great way to land on our list of the 20 Best CRM Blogs.
Engagio CEO Jon Miller: How to Land a Whale
January 3, 2017
"Traditional demand-based, lead-based marketing is like fishing with a net," said Engagio CEO Jon Miller. "You run campaigns and marketing programs, and stuff comes out the other end. What the account-based world is all about is that you have a list of names, but you don't wait around to see if those big fish swim into your net. Instead, you go fishing with spears."
Radius CEO Darian Shirazi: Solve for Data Decay
December 19, 2016
"One of the interesting things about CRM and marketing automation is that most of these systems have poor data quality," said Radius CEO Darian Shirazi. "Typically, customers buy data lists or get inbound leads, and the information associated with those accounts, opportunities and leads ends up decaying quickly and being inaccurate. The problem is keeping that information up-to-date."
Sales, Marketing Poised for AI Revolution
December 16, 2016
Artificial intelligence will revolutionize marketing in the next five years, according to a Demandbase survey conducted last month. Eighty percent of the 500 B2B marketers who participated in the online poll, conducted last month by Wakefield Research, said they expected an AI-fueled marketing revolution. However, only 26 percent were very confident they understood how AI was used in marketing.
Fact-Checking Social Content
December 1, 2016
There's an argument that it's not Facebook's job to fact-check the growing flood of fake news coming at us through its portal. After all, Facebook is just a set of pipes delivering something and is not responsible for the content. Nebulous others have that responsibility. However, Facebook is in the business of delivering content to a wide variety of people for a multitude of reasons.
Demandbase's CEO Chris Golec: Finding the Companies That Should Be Buying From You
November 30, 2016
"Account-based marketing is really about marketing to the accounts that are aligned with your sales team," said Demandbase CEO Chris Golec. It's been done for years, but today there's a whole technology and practice around being able to market to accounts at scale, and this wasn't possible until about four or five years ago. It's a focused, targeted marketing approach."
Marketo VP Mike Telem: ABM Lets You Dust Off Old Marketing Techniques
November 15, 2016
"Account-based marketing is all about targeting key accounts. It's a strategy for marketers to focus most of their efforts on key accounts," said Mike Telem, vice president of product marketing at Marketo. "In most B2B businesses, you have a small number of accounts that are the most valuable. So it makes perfect sense that focusing on those accounts provides a better return on investment."
Engagement and Loyalty
November 9, 2016
I've been writing about customer loyalty a lot -- and not just to sell my book, though you can buy it any time you want. Seriously, though, markets everywhere are cooling. They once were ripe with new categories and products, but everybody now seems to have the new stuff, and growth is falling back to the baseline of organic growth. That's why loyalty is so important today.
Microsoft Rebrands
November 2, 2016
Microsoft recently rebranded its business software offerings and the effect largely has been positive. Still, it must be emphasized that the cumulative effect of the deck chairs moved in performing the exercise remains to be seen. One of the effects is surely that all of the ERP and CRM solutions now are offered online, as the "Dynamics 365" moniker implies.
Tech Industry Lambasts New FCC Privacy Rules
November 1, 2016
The U.S. FCC last week adopted privacy rules for both wired and wireless broadband ISPs aimed at giving consumers greater control over their data, more privacy, and stronger security safeguards for that data. The rules implement Section 222 of the Communications Act. They establish a framework of customer consent required for ISPs to use and share their customers' personal information.
The End of Marketing
October 27, 2016
This is going to be political but you won't be able to tell which side I'm on. You might ask, why on Earth would I get involved even tangentially in politics right now? The simple answer is that it impacts CRM and I have a viewpoint -- but as I say, I'm not picking or revealing a side. I've been doing research in business agility lately -- a fascinating area that soon will impact CRM.
Angry Customers Likely to Ditch Wells Fargo's Wagon
October 26, 2016
Wells Fargo Bank will lose customers in droves because of the scandal over fraudulently opened accounts and other issues, based on the results of an online survey cg42 conducted last week. More than 85 percent of the respondents -- 1,500 primary customers of the top 10 U.S. retail banks, including 1,000 Wells Fargo customers -- were aware of the scandal.
Big Data and Analytics: Creating New Value
October 14, 2016
The massive amount of data available from connected devices creates an unprecedented opportunity for increased optimization of products and services -- and, consequently, revenue. The deep investment in big data gathering and analytics is fueled by an ability to create added value for companies based on actionable business insights, and for consumers by providing lifestyle benefits.
Dreamforce Redux
October 12, 2016
Dreamforce for many years has been too big for a single person to cover. While I participate in covering events like this, inevitably I am reduced to the story of the three blind people and the elephant. You can't experience enough of the elephant to describe it unless you can see it. Using your hands leaves you frustrated. In the case of Dreamforce, you can't go to all of the sessions.
Bring Back the CIO
October 10, 2016
The cloud revolution has made an enormous contribution to the evolution of sales and marketing software, as well as to business software of all types. There's a long list of benefits it's conferred on users -- from the ability to outsource security and maintenance tasks to the avoidance of manual upgrade processes, to the switch in payment modes, to a model more affordable for more businesses.
Salesforce Ponies Up $340M Cash for Krux Data Management
October 4, 2016
Salesforce has agreed to acquire its Marketing Cloud partner Krux, which offers a data management platform. Salesforce will pay $340 million in cash and issue between 3.4 million and six million shares of common stock to consummate the deal, according to documentation filed with the U.S. Securities and Exchange Commission on Monday. That's worth an estimated $700 million in all.
Microsoft Dynamics Edges Out Salesforce, Oracle for HP Win
September 15, 2016
Just two months after announcing the integration of its CRM and ERP platform under the Microsoft Dynamics 365 umbrella, Microsoft this week announced a six-year agreement to deploy the service to HP Inc.'s ranks. Under the agreement, HP will deploy the Microsoft Dynamics platform -- including Azure, Office 365 and other solutions -- to tens of thousands of its employees.
Gryphon SVP Eric Esfahanian: Accuracy Is Paramount
September 8, 2016
It's surprising how much inaccurate data lives in many CRM systems, observed Eric Esfahanian, SVP of Gryphon Networks. "CRM is naturally a good source for analytics and sales intelligence if the data that lives within your CRM is automated, accurate, and something that you can reliably make decisions from," he said, and the key to accuracy is automation.
Einstein to Make Dreamforce Appearance
August 25, 2016
Salesforce plans to unveil Einstein, an artificial intelligence product, at next month's Dreamforce 16. Einstein integration will give Salesforce's sales, service, marketing, collaboration and e-commerce products predictive suggestion and insights capabilities. It will serve as a new nerve system across the entire business. AI is key to Salesforce's future, CEO Marc Benioff has emphasized.
Time Warner Cable Really Doesn't Like Me
August 9, 2016
After surviving well over a year as a cord-cutter, I recently returned to the cable fold -- and after less than a month, I'm having major regrets. The problem isn't with the service itself or even with the pricing. The problem is with the lies. I wasn't entirely happy with my cord-cutting solution, but I wasn't eager to go back to a high-priced cable service either.
The 4 Fundamental Attributes of Customer Loyalty, Part 2
July 14, 2016
Lots of CRM vendors talk about personalization, but their idea of how to do it leaves much to be desired. They address personalization very late, using a just-in-time approach to accessing customer data to support a sales or service encounter in the moment. This certainly is important, and it achieves the goal of personalizing the encounter by producing a catalog of data points.
The 4 Fundamental Attributes of Customer Loyalty, Part 1
June 29, 2016
As I see it, there are four basic capabilities, or attributes, needed to build better customer loyalty. I learned about them from two McKinsey researchers. Those attributes, according to David C. Edelman and Marc Singer -- and I agree -- are the following: automation, proactive personalization, contextual interaction and journey mapping.
Salesforce VP Lynne Zaledonis: Intelligence Is the Next Generation of CRM
June 28, 2016
Salesforce VP Lynne Zaledonis drives product marketing and sales enablement for Sales Cloud. In order to succeed in the age of the customer, companies need to understand that the new cloud, mobile and social world we find ourselves in "has produced trillions of pieces of customer data, and it's totally changed how we engage with our customers, and how they engage with us," Zaledonis said.
Social's Turning Point
June 24, 2016
Microsoft's acquisition of LinkedIn for more than $26 billion has created quite a stir -- at least in my world. The deal can boast a number of superlatives: the largest sale of a consumer Internet company in history; the largest sale of an enterprise software/cloud company in history; the third-largest sale of a technology company since 2001; and the largest Microsoft acquisition ever.
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 Microsoft-LinkedIn CRM Connection
June 14, 2016
With its $26 billion purchase of LinkedIn, Microsoft may be setting itself up to tackle Salesforce head-on for CRM dominance. The purchase also might help Microsoft compete more aggressively with other major CRM providers, such as SAP and Oracle. The LinkedIn purchase "is key to our bold ambition to reinvent productivity and business processes," CEO Satya Nadella told Microsoft employees.
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Genesys Forrester Wave
How worried are you that you personally will be the victim of a cybercrime?
Very worried -- I've taken steps to protect myself.
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