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Top Articles
Add the Power of Marketing Automation to Your CRM
[2012-10-23] We all know that customers and prospects are more in control of the buying conversation. Not that long ago, sales were almost exclusive achieved by us looking for strong sales hunters.
The State of Social Media Marketing 2012
[2012-09-13] Social marketing software company Awareness has just released the second part of its bi-annual State of Social Media Marketing report for 2012, and it makes for some pretty interesting reading.
Raab Report: Neolane, Aprimo, and Eloqua Rate Highest for Large Company B2B Marketing Automation
[2012-08-28] Tuesday’s post looked at the micro-business sector leaders according to our VEST report and gave a bit of background on how the ratings are created. Today let's take a look at the same diagram for large businesses, which we define as companies with $500 million revenue or more.
Q: Whats your best advice to social media managers? A: Stop talking about social media
[2012-08-16] I recently presented at Microstrategy's iCommerce Summit in Amsterdam on the importance of looking inside to improve how to engage on the outside. Following the event, I was invited to join Peter Gentsch of Big, Michael Buck of Dell, and Andreas Bock of Telekom. The conversation explored the importance of rethinking how businesses approach social media. Rather than driving social media strategies based on just clever ideas, campaigns, soft KPIs, and intangible results, I shared the importance of focusing on the bigger picture. At stake is nothing less than not only the future of social media in your organization, but more importantly, how decision makers recognize and value relationships throughout the customer life cycle.
Customer Life Cycle Optimization with Content in 6 Steps
[2012-07-26] As an active observer and participant in the digital marketing world, I see a spectrum of attitudes and perspectives towards attracting and engaging customers online. There are a growing number of great examples and case studies within the world of content marketing in particular, but it's really only a fraction of the digital marketing spend overall. Despite well promoted studies, statistics, trends and tactics, many companies don't come close to realizing their potential when it comes to customer acquisition and community building online.
How to Create the Total Customer Experience
[2012-06-28] For some time now I've been sharing a concept I call The Marketing Hourglass TM. I truly believe it's become the most significant thing I've contributed to the concept of marketing.
What If Your Customers Could Talk to Your CRM
[2012-05-24] I spend a lot of time talking to and about the stuff that we do to make it work now. So sometimes it's a real treat to get to talk to someone that's so far out ahead of most of us in their thinking that you pretty much just listen with your mouth open when they talk. (I would put my conversation with Kevin Kelly in this class)
Adobe EchoSign Updates Salesforce Integration
[2012-05-10] Adobe's electronic signature and enterprise content management system EchoSign has today released an update to its integration with global enterprise software platform Salesforce, entitled Adobe EchoSign for Salesforce version 12. Adobe acquired EchoSign last July, in a bid to add an e-signature platform to its document exchange services, integrating the software with existing Adobe products SendNow, FormsCentral and CreatePDF. The new update at the Salesforce end facilitates faster document signing, tracking and filing - on a global level - and now allows users to:
The Business Value of Social CRM and Common Use Cases
[2012-04-26] Last month we announced that we teamed up with Avectra to release a series of whitepapers on the topic of Social CRM. We already released our first whitepaper which looked at the business value of Social CRM. Today we are releasing the second whitepaper in the series which looks at several common real world Social CRM problems that organizations are faced with and how they can be solved.
Still Not Using CRM?
[2012-04-12] You Must Be Feeling Lucky
Are you one of those companies who still don't have a CRM system in place? Maybe, don't want to spend the money? Don't see the value or need? After all, you have your Excel files, right? Those should provide everything you need for managing your reps and staying in touch with customers, won't they?
Salesforce.com Announces Site.com Web Site Management
[2012-03-21] Will Marketing Automation Features Follow?
Salesforce.com yesterday announced the launch of Site.com, an enterprise-class Web site management system. The news didn't seem to get much attention, perhaps because Salesforce.com itself pretty much buried it. But Salesforce.com VP of Product Management Anshu Sharma did post a detailed explanation of the rationale on a Salesforce.com blog.
Cloud Computing Replacing Complex Systems With Easy-To-Use CRM Products
[2012-03-09] Cloud Computing Replacing Complex Systems With Easy-To-Use CRM Products
The Shift Away From Social CRM to Social Business to Maybe Just Business
[2012-02-23] A few weeks ago, I wrote a post about the need for new thought leadership in the social CRM space. I wasn't trying to pick a fight but I do feel strongly that it's a legitimate issue to discuss. Reason being, I talk to many people on the enterprise side of the business i.e. clients, friends on Twitter and colleagues that I used to work with at HP and Intel; and the consensus is that while there is a lot of good theory being shared by super smart people, nothing is quite actionable.
5 Trends That Will Change CRM
[2012-01-31] I was recently asked to join a group of experts to contribute thoughts on trends driving the evolution of CRM over the next five years. I must say, that it's a group of individuals whom I not only respect, but also am lucky enough to know in the real world.
Come to Atlanta to Get Down to Social Biz
[2012-01-20] I have the opportunity to go to a lot of CRM/Social events during the course of the year, most of which are held in cool places like San Francisco, Boston and Orlando. And while I love going to those places, I've always wanted to have one of those events down here in Atlanta. And while I've threatened to do
it, I would always find an excuse (or 200) not to do it. Not the right venue, not the right time of year, nobody in the industry would come, nobody likes me man I better stop before I really depress myself.
SpringCM Upgrades Mobile Capabilities and Offers Enhanced Support for Salesforce.com
[2011-12-29] SpringCM provides a cloud based enterprise content management platform. It was founded in 2005 and I have covered it before (see SpringCM Goes Beyond Content Management). I recently spoke with Roger Bottum of SpringCM on their latest moves. SpringCM is set up to put content into the work process. They are also putting content wherever you need it with an enhanced mobile capability that now includes a version specifically designed for the iPad. This is a smart move as mobile enterprise apps are now on the rise with tablets and smart phones passing desktops and laptops in usage. Over 15 million iPads were sold in 2010 and the numbers are increasing.
CRM is Different Than an Accounting System
[2011-11-10] Successful CRM Requires an Organization to Know Their Own Best Practices
Differences Between Social Media And Social CRM
[2011-10-27] Part 8 in a series introducing my new book, The End of Business as Usualthis is not content from the book, but instead, this series serves as its prequel.
The Social Customer by Adam Metz
[2011-10-07] "A social object is something that people look at, discuss, and pass from person to person, putting their own stamp on it",writes Vice-President of Business Development at Metz Consulting, Adam Metz, in his practical and idea packed book The Social Customer: How Brands Can Use Social CRM to Acquire, Monetize, and Retain Fans, Friends, and Followers. The author describes the business case for social customer relationship management (CRM), and how to apply CRM to brands as social objects, through the most effective application of social media.
Pardot Stays Focused on Small and Mid-Size Clients
[2011-09-15] I caught up last week with Pardot co-founder and Chief Operating Office Adam Blitzer. It had been over a year since I'd had a serious briefing from Pardot, although we do keep in touch and I have current information on them in my VEST report on industry vendors. Pardot is funny that way: with nearly 700 clients, they're arguably the third-largest B2B marketing automation vendor and have a broad industry presence, but their formal marketing is relatively quiet. For example, their Web site lists eight press releases during 2011, compared with 46 for Eloqua and 30 for Marketo.
How do you define social CRM?
[2011-08-31] It started with a tweet: news from IT industry analysts Gartner as reported by TechCrunch that the social customer relationship management (CRM) market is forecast to reach over $1 billion in revenue by year-end 2012, up from approximately $625 million in 2010. TechCrunch added that worldwide social CRM is projected to total $820 million in 2011.
Begin With the Customer Experience in Mind
[2011-08-11] When most businesses create a new product or service offering they initially develop the attributes of the product or service. Makes sense, you don't have anything to sell unless you create something people want to buy.
How to Create the Ultimate Customer Experience
[2011-07-28] Everyone talks about creating a great customer experience, but few people really deliver one that's special in any way. Creating an exceptional customer experience is pretty simple really - you only need to do one thing - pay attention.
Making Better Use of Customer Intelligence
[2011-07-07] Forrester's Tamara Barber asked the question: Are You Prepared For The Intelligent Enterprise? She looked at the future of market research and saw a trend and need for increased collaboration between the market insight professionals who go out and proactively collect market research data and those who passively collect transactional and behavioral data. We applaud this. She worked with a colleague, Dave Frankland, to look at how these functions best collaborate. These came up with these findings and suggestions.
What Makes a Good Corporate Blog
[2011-06-15] When I talk with new, existing or potential clients about blogging or content marketing strategies, many of them are confused about how to run a good corporate blog. How do they write about things that customers and potential customers will find interesting or link worthy without being too salesy or too pushy.
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