Sales Enablement Forum Debrief for B2B Marketers

Peter O'Neill

Wow! It may have taken place eight days ago, but I am still exhausted — and also exhilarated. In all modesty, we held a great Sales Enablement Forum in Scottsdale, Arizona last week. Nearly 350 attendees enjoyed presentations from 34 different speakers, including many industry practitioners, as well the opportunity to meet 21 sponsoring companies. As I promised you a few months ago, the agenda was equally strong around B2B marketing topics. For those of you who did not make it, here is a short recap on the Sales Enablement landing page of what we covered in the two days.

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Why Would Alibaba Invest In Snapchat?

Julie Ask

The move shouldn't surprise anyone.  Remember Rakuten and Viber? Retailers need to expand their reach to acquire more customers. The more contextual the better. The investment is small relative to Snapchat's valuation and Alibaba's worth. I would view it more as an option to make a future, larger play than a clear indication of a new strategy. 

Two things matter the most in mobile:

1) Audience. Snapchat offers a new audience to Alibaba - one in the US and one that is described as being younger. Consumers spend more time in communication and social media apps than in retailing apps - in aggregate. Accessing consumers - marketing to consumers, letting consumers engage with brands or letting them make purchases where they already spend their time is an important strategy for brands looking to engage consumers on mobile devices - we call this "borrowing mobile moments." Alibaba's recent moves including products, acquisitions and investments clearly signal that they intend to make a strong play in mobile. They acquired a mobile OS player a few weeks back. An investment in Snapchat is another strategic asset. 

2) Data. Insights generated from mobile, social, sensor- etc. data will fuel the next generation of mobile experiences. This data will also give retailers insights into the needs and motivations of their consumers - especially in real time, on the go, what is trending. Consumers love flash sales, for example. 

Neither the valuations nor the velocity of deals should surprise anyone. Mobile phones are more akin to islands with limited (valuable) real estate than ever-expanding universes. Smart players like Google, Facebook, Amazon, Apple and Alibaba know this. Expect the trend to continue. 

Enterprise Marketing Vendors Raise Their "A" Game

Rusty Warner

A = Analytics (or more precisely, customer analytics).

At its Summit in Salt Lake City this week, Adobe unveiled new analytics functionality for its Marketing Cloud. Taking a granular view of real-time analytics, Adobe is differentiating requirements for live stream (instantaneous) data vs high frequency metrics (10 seconds) vs current data (90 to 180 seconds) and more traditional customer analytics, such as segments (20 minutes), site visits (30 minutes), data feeds to a warehouse (1 hour), and long-term reports (days). The goal is to shift today’s reporting paradigm via more ad hoc analysis, while adding machine learning capabilities for continuous optimization.

One week previously in San Francisco, Salesforce launched Predictive Decisions for its Marketing Cloud. Focused on personalized campaign execution, the enhanced Salesforce functionality promises to empower marketers by harnessing the power of data science.  The primary components are a collect beacon to stream real-time content updates and user behavior to marketing apps, new workflow automation to trigger data-driven campaigns, and predictive decisions to personalize offers based on conversion propensity.

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This is what you missed at the Sales Enablement Forum

Peter O'Neill

Wow! It may have taken place eight days ago, but I am still exhausted — and also exhilarated. In all modesty, we held a great Sales Enablement Forum in Scottsdale, Arizona last week. Nearly 350 attendees enjoyed presentations from 34 different speakers, including many industry practitioners, as well the opportunity to meet 21 sponsoring companies. For those of you who did not make it, here is a short recap of what we covered in the two days.

Day One: Challenge Thinking

Rowena Track from TE Connectivity kicked off our presentations on the main stage, discussing how to establish an infrastructure to help sales be successful. She focused on how customers were already well on their way to digital self-sufficiency, which means that the buyer’s journey starts well before your sales team is aware of them.

Forrester analyst Andy Hoar took the stage next and presented a wealth of data that revealed customers’ growing preference for engaging via self-serve eCommerce portals; this data led to him to predict that this will displace 1 million B2B salespeople over the next five years. Andy’s prediction and analysis resonated with attendees throughout the Forum.

 

Joanne Moretti from Jabil joined us next to talk about the evolution of sales enablement over the years, including her own experience creating HP’s Sales University, integrating Dell’s various software businesses, and in her current role at Jabil.

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Full-Service eCommerce Solutions Are No Longer An All-Or-Nothing Long-Term Commitment

Lily Varon

eBusiness leaders are under tremendous pressure to deliver in the face of aggressive business growth plans, competitive threats and digitally-empowered consumer demands. When you add evolving sales and services channels and ever-more global markets on the road map to the mix, even eBusiness leaders with hefty budgets and a do-it-yourself attitude acknowledge they could use a little help. 

Some retailers, CPGs and branded manufacturers are outsourcing all or parts of their eCommerce operations to full-service eCommerce solution providers. However, the days of 10-year contracts and one-size fits all solutions are long gone. Full-service commerce providers have undergone quite a few iterations as the eCommerce market has matured. Today, these solutions are:

  • Becoming more modular. They are unbundling their full stack offerings into modules so firms can pick and choose elements of their eCommerce operations to outsource or keep in house. 
  • Being more transparent with pricing. They have evolved away from obfuscated revenue share models to à la carte, transparent pricing per service, with usage- or per-transaction-based pricing models commonly replacing or acting in tandem with revenue share.
  • Opening technologies up for flexible integrations. As these providers unbundle their offerings, they’re also making their technologies easier to integrate with through flexible APIs.
  • Focusing on omnichannel. These providers are developing their technologies to enable better data transfers, consistent user experiences, and enhanced fulfillment flexibility for their clients to keep up with the pace of change in the marketplace.
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Key Takeaways From Mobile World Congress 2015

Thomas Husson

This year’s Mobile World Congress (MWC) in Barcelona brought together 90,000 attendees, including 4,500 CEOs and a growing number of CMOs and marketing leaders. Let’s face it: MWC, unlike SXSW, Cannes Lions, ad:tech, or dmexco, is not a leading marketing and advertising event. However, because mobile is a catalyst for business transformation, MWC is progressively morphing from a business-to-business (B2B) telecom trade show to an event that affects all industries, from automotive to payments. 

I think MWC 2015 was still too technology focused. Too many announcements and headlines at MWC 2015 focused on the launch of new hardware devices, from the new Galaxy S6 to virtual reality headsets; centered on telecom technologies, such as 5G; or focused on the technology OS wars, which will be irrelevant for marketers this year. However, marketers could get a glimpse of what it means to deliver contextual experiences. By cutting through the hype and taking a look at innovative, specialized mobile marketing and ad tech companies at MWC, marketers can get a better sense of how they can act on data to deliver more-contextualized and more-personalized experiences across new connected devices and objects.

My colleague Dan Bieler put together his observations of what MWC means for CIOs in his blog post. Together, we will host a free Webinar tomorrow (Thursday, March 12) at 4pm CET / 3pm GMT / 10am ET, you can still register here.

For clients willing to know more about this, you can access my new report.

Chinese Enterprises Should Revamp Their Loyalty Programs

Gene Cao

Firms in China focus on improving customers’ awareness of their brand and increasing their market share. Most of the Chinese marketers I spoke with for my latest customer loyalty research have built frequent-buyer programs that dish out lots of points and coupons but don’t do nearly enough to positively affect customer retention. Such fixed, one-dimensional frequent-buyer programs do not create deep connections between the brand and its target customers. Chinese enterprises must revamp their loyalty programs and use digital to introduce more experimental rewards throughout the customer life cycle. To raise the maturity level of loyalty programs in the digital era, Chinese enterprises should:

  • Integrate customer loyalty into digital strategies. Most Chinese firms lack the ability to analyze digital data and apply it to loyalty programs or campaigns. A top Chinese bank has launched a digital strategy to move frequent users from branch offices to online channels. However, its loyalty programs are not yet able to analyze digital customer data and integrate it into marketing campaigns. Inconsistent campaigns in different channels can confuse regular users.
  • Combine customer data management from digital channels. Chinese social media platforms like Sina Weibo and WeChat are opening more application programming interfaces to allow organizations to access data about customer location and behavior, but firms do not manage this data well. A Chinese airline has created public WeChat accounts to serve customers, but does not integrate the data collected from WeChat into its internal database.
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High Score! Candy Crush Saga Cracks The Top 10 On Our App Engagement Index

Nicole Dvorak

Gaming apps entertain users for an impressive amount of time — on average users spend 1.5x longer using gaming apps than the average app. In addition to time engagement, popular gaming apps have a fiercely loyal user base. Take Candy Crush Saga, the most popular gaming app on smartphones. It attracts almost twice the share of weekly users, and they spend close to 3X longer using the app than what we’re seeing for the average app (evaluated by the App Engagement Index). That’s why it places ninth across all the apps that the App Engagement Index ranks, and earns the first spot among gaming apps evaluated during Q4 2014.

While Candy Crush Saga is the clear winner when it comes to engaging a large audience, other gaming apps earn their high scores for different reasons. Take Words With Friends for example. Although this gaming app has even more of a loyal user base than Candy Crush Saga, it attracts just 2/3rds of Candy Crush Saga’s audience size, and earns a 307 in Q4 2014.

 

 

 

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Looking For New Ways To Connect With Your Customers?

Erna Alfred Liousas
People are always curious to know what's new with social. What new content types are there? What new sites should I pay the most attention to these days? Listen, the real question isn't about what's new, but rather what has evolved and how that evolution ties into what we do everyday. Video is part of that evolution. It is now available in multiple sizes, including microvideo, short-form, and long-form video, across social channels. Just take a quick look at these updates:
 
  • Facebook recently cited more than 3 billion daily video views within its site.
  • Standalone mobile apps such as Instagram and Vine have taken audiences by storm, making it effortless to take and share videos.
  • Even Twitter has a native video player now, making it easier to create and share video within its app. 
Video has the ability to emotionally connect and pull an audience into a story in as little as a few seconds. My report "Connect with the Power of Microvideo" introduces marketers to the concept of microvideo. Marketers will learn how the use of Instagram and Vine enables brands to create emotionally responsive content. In addition, I highlight the nuances between both channels and provide a few tips on how to using these channels. Read my report and share your thoughts and questions.

CMOs: It’s Time To Rally Your Employees Around Brand Building

Sheryl Pattek

Fred Rogers touched the hearts of millions of children through his work in creating and hosting one of the most beloved educational television programs — Mister Rogers’ Neighborhood. Throughout its run, the show built a strong brand that was recognized as a leader in educating millions of young children. When public funds for the program became scarce, Mister Rogers stood before the US Senate Subcommittee on Communications to passionately defend the educational mission of Mister Rogers’ Neighborhood. The goose-bumps-producing testimony compelled one of the most impatient subcommittee chairmen to approve $20 million in funding for the show.

Mister Rogers was able to accomplish this inspiring feat by building a strong brand for his show and using that brand to accomplish a seemingly impossible task — creating a community of devoted fans that Congress was compelled to keep alive and growing.

As our friendly neighbor Mister Rogers showed us, it’s possible to build a strong lasting brand by charming a community of involved supporters.

CMOs, it’s time for you to take a lesson from Mister Rogers by rallying and engaging your entire organization to reach the full potential of your brand.

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