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Customer-Centric > Customer Relationship Management

Customer Communities Used Primarily for Listening, Research

February 20, 2017

Customer and employee communities have quite an impact on the organizations that run them, according to a Leader Networks survey [download page] of 271 marketing and community leaders primarily from B2B (41%) firms and Associations/Non-Profit Organizations (34%). Among the almost three-quarters of respondents with a customer community, customer listening and research emerges as a far bigger goal than sales. Read more »

How Customer Service is Working With Marketing

January 30, 2017

Customer service and marketing are becoming more intertwined, especially considering the impact that service experiences can have on customer retention and loyalty. A new report from Salesforce [download page], based on a survey of more than 2,600 service professionals, outlines the ways in which service teams are collaborating with marketing, noting that almost two-thirds have shared goals and metrics. Read more »

What Are Small Businesses’ Most Important Factors When Making Tech Purchase Decisions?

January 11, 2017

Tech marketers targeting small businesses should focus on their owners, as 83% of small businesses lack an IT staff and 72% of owners say they're typically responsible for making tech buying decisions at their business. That's according to Salesforce's recent "2016 Connected Small Business Report" [pdf], which delved into how small businesses use and perceive technology. Read more »

Analytics and Optimization Budgets Are Growing Rapidly. Which Tactics Are Important?

October 3, 2016

adobe-adoption-planned-use-measurement-optimization-tactics-oct2016Digital marketers are increasing their spending on mobile, content and social - but those areas fail to match the increases set for analytics and optimization, according to an Adobe survey [download page]. Some 47% of respondents in North America plan to hike their analytics budgets over the next 12 months, up from just 31% last year. Read more »

Marketers Failing to Take Advantage of Salesforce’s Intelligent Applications

October 3, 2016

bluewolf-marketer-use-salesforce-intelligent-applications-oct2016Many marketers using Salesforce are not taking advantage of its intelligent applications, instead sticking to basic reporting or lead routing, according to Bluewolf's latest annual State of Salesforce report. Just 3% said that Salesforce anticipates which leads they should market to next and begins doing so automatically. Read more »

Top 10 Marketing Charts of the Month – July 2016

August 15, 2016

MCTop10Jul-16-EntryThis month's quick-hit set of top charts includes the following topics: traditional TV viewing trends; youths' biggest purchase influencers; most hated online ads; marketers' biggest challenge; CMOs' evolving role; the rise of social media stars; top Gen Z shopping categories; e-commerce site purchase timing; leading personalization tactics; and planned martech investments. Read more »

As MarTech Understanding Becomes Critical, Where Will Marketers Invest Next Year?

July 25, 2016

DataXu-Increasingly-Important-Skills-Senior-Marketers-Jul2016Behold the marketing technologist: about 2 in 3 marketers in the US and Europe believe that understanding marketing technology is becoming increasingly important for successful senior marketers. That's according to a new report from DataXu [download page], which finds 66% of respondents saying that their company currently has a Chief Marketing Technologist in place. Read more »

B2B SMBs Rate Their Biggest Marketing Challenges

May 20, 2016

Salesfusion-B2B-SMB-Biggest-Marketing-Challenges-May2016The need for better quality leads is a greater challenge than the need for more leads, according to a Salesfusion survey [download page] of nearly 700 B2B marketers from companies with less than $100 million in annual revenues. The results align with previous research from Demand Gen Report, in which B2B marketers said that their top priority this year is focusing on lead quality over quantity. Read more »

Top 10 Marketing Charts of the Month – April 2016

May 5, 2016

MCTop10Apr-16-EntryThis month's quick-hit set of top charts includes the following topics: youth & TV viewing; radio listening trends; digital media consumption; teens' top social networks; B2B brand post engagement rates; marketers' top priorities and strategic programs; characteristics of top performers; brands' "authenticity deficit"; and Amazon search ranking factors. Read more »

What Strategic Programs Will Define Marketing Departments in 2020?

April 21, 2016

MarketoEIU-Top-Strategic-Programs-for-Marketing-Depts-Apr2016Almost 9 in 10 CMOs and senior marketing executives from around the world believe that they will own the end-to-end customer experience by 2020, per results from an Economist Intelligence Unit (EIU) survey [download page] sponsored by Marketo. But with technological change spurring a vast array of potential interactions between brands and their customers, marketers must be prepared to deal with growing complexity, per the report. Read more »