Salesforce.com Launches Salesforce for Google AdWords

Last week, Salesforce.com announced another acquisition from within its AppExchange network. Kieden which was founded in January 2006 – yes, 2006! – is now Salesforce for Google Ad Words. More power to the four guys that founded the company! They built an app that allows users to create, manage, and measure search engine marketing campaigns within their Salesforce application. The app integrates directly with Google and results are tracked within Salesforce. Salesforce is currently pitching a free 30-day trial offer and plans to offer the service at $300 monthly.

   

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Ok, so I’m a mercenary!

Everyone is asking me why I don’t post to the blog more often. Sigh! Five key reasons:

#5: I couldn’t figure out how to use TypePad

#4: All this time I thought that “blog” was a mathematical function

#3: I am a wee bit of a skeptic (there, I said it!)

#2: I am sooooo busy – a beleaguered working mom (two beautiful girls – 7 and 4)             

And the #1 reason --- drum roll --- no one was paying me to do it!

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Brand Monitoring Wave :: Update

The Forrester Brand Monitoring Wave is well underway and we are entering the final stages of the process.  The hard work from all of the participating vendors is over (i.e. demonstrations and related preparation) - now I get to sit down and put things into the written research format and figure out what it means.

In a related development, yesterday WPP Group announced a partnership with Visible Technologies - a brand monitoring firm focused specifically on the consumer-generated media space.  This is definitely a sign of things to come in the brand monitoring market...

Look for the final evaluation to publish in the middle to end of September.

Offline on Vacation

I will be offline on vacation seeing what life was like before cell phones. Will not be posting again until CTIA in Los Angeles.

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Our marketing empire is growing! We're looking for an analyst who will lead Forrester's coverage of database marketing and database marketing services. If you:

  • Are passionate about data-driven marketing
  • Are a strategic thinker who is not afraid of detail (and doesn't get mired in it)
  • Thrive on working in a high energy environment with lots of super smart people

Then we want to talk to you! Check out the position description and apply.

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ESPN MVNO Fails to Meet Disney Expectations

Disney announced earnings earlier this week. There wasn't a lot said about their MVNO businesses, but they did say that ESPN Mobile had not met the expectations put forth at the time of launch.

My earlier blog covers most of what I have to say on this topic - the audience for video, music, mobile content (more broadly) and news is bigger than it is for an entertainment-first wireless service provider.

The Disney MVNO will be interesting to watch. Parents are still buying on value best provided by the carriers, but are motivated by knowing that their children are safe. I think it will be a question of: are voice and SMS enough for me to communicated with my children and know where they are? Is knowing where they are enough to give me peace of mind? Is it the children or the parents that have the real need here?

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Wait, wait, don ' t tell me ... it ' s a ... no wait ... a phone

(Ok, yes the title is copied from the famous show on public radio, but my friend really said that out loud)

Just for fun yesterday, I handed a phone I've been trialing over to a friend of mine at dinner last night. I didn't tell her what it was, who made it, etc.

She really said, "wait ... wait, don't tell me, I want to guess."

Her dialogue as she tried to first guess what the device was and then try to use it:

"I see a microphone; therefore, it must be a voice recorder."

"Ok, it has a play button so there must be MP3's."

"How do you turn this on?"

"What does it do"

Now she's trying to break it open by looking for hinges.
(breaking it open fails)

Now just randomly hitting buttons to make something happen. Finally it lights up.

"Oh, I see, it lights up."

Now it is playing music.

"Ok, I don't know how I got it to do that."

"Hips don't lie" is now playing in the restaurant at high volume and she can't get it to turn off.

She hits a few more buttons.

"Ok, you (me) have this device so it MUST be a phone. How do you dial?"

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Email provider lands funding?

A little over a month ago VC firm Greylock Partners led a funding round raising $15 million for Constant Contact, an email marketing vendor that targets small businesses and nonprofit organizations.   Huh?  Why would Greylock invest a sizable chunk of change in a space that is becoming increasingly commoditized and has low switching costs and barriers to entry?  Greylock is an extremely smart VC, right?  I mean they successfully invested in Doubleclick, Epsilon, and Red Hat among others.

My theory is this - Greylock invested in Constant Contact because -
• Small business is a hugely underserved market and small businesses are traditionally technology adoption laggards.
• Sinking disproportionate amounts of money in a market that traditionally grows organically allows them to “buy” accounts and build “value” rapidly.
• Email is just the first in a whole slew of services that the $15 million can build, package and provide small businesses.
• Once Constant Contact gains sufficient momentum it becomes a great merger or acquisition target yielding a nice return on investment for the VCs (Greylock!) who backed it.

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Google-News Corp: Not Just About Expanding Google's Online Search Interests

Google and MySpace announced a eye-popping $900 million deal yesterday providing definitive proof of Google's diversification strategy (was there ever really any doubt?) and sending a new tremor down the spines of Microsoft and Yahoo!.  But this deal is not just about Google bolstering its lead in the online search marketing race.  It means:

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The Marketing of Marketing

Marketers keep hearing about the need to gain credibility within their organizations. Recently, Michael Palmer of the ANA wrote about the need for marketing to regain its street cred. I couldn’t agree more. While some chief marketing officers have been very successful at earning a seat at the strategy table, many marketers are still marginalized within their organizations. Through our research for a recent best practices report for Forrester’s CMO Group, we uncovered six key areas that CMOs need to focus on for the marketing of Marketing. At a high-level, these practice areas are:

• Define your role and responsibilities
• Educate your peers AND yourself.
• Proactively collaborate.
• Develop a strong team.
• Actively pursue accountability.
• Engage in two-way communication.

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