We’ve entered the Infinite Media Era, and context — not content — is now king. In this era, when standing out in a sea of generic messages across various digital channels is harder than ever, traditional B2B marketing practices will no longer suffice, according to Mathew Sweezey, Marketing Futurist and the Principal for Marketing Insights at Salesforce.
Traditionally, CRM solutions have been unreliable for sales forecasting. Companies have dealt with inaccuracies and blamed their bad data. However, things are starting to change thanks to artificial intelligence (AI), machine learning (ML) and predictive analytics. According to Salesforce, only a quarter of companies use predictive analytics. Of those using it, 86% have already seen a positive return. Predictive analytics can be brought to the CRM to create more accurate sales forecasts and provide actionable insights for reps, partners and managers.
Optimizely is partnering with Salesforce for an integration that would provide a complete view of data and measure the impact of digital efforts. The integration aims to provide value not just in digital apps, but also with people and processes by offering a solution for seamless customer experiences and key business metrics.
Talkdesk, a cloud contact center for sales and support teams, announced the hiring of Kathie Johnson as its first CMO. She will be tasked with the development and execution of the company’s marketing strategy and will report directly to Talkdesk CEO Tiago Paiva.
InsideView, a targeting intelligence platform, unveiled InsideView Data Integrity, a customer data management solution designed to deliver data and visualizations to companies looking to improve their data health. Fully integrated with Salesforce, InsideView Data Integrity aims to empower revenue leaders to stay on top of their Salesforce accounts while providing actionable insights, such as measures for data hygiene.
Salesforce announced new email features and functionality for its Marketing Cloud offering that aim to help marketers better personalize campaigns and improve overall customer engagement. Specifically, the announcement includes new Einstein features baked into the email marketing tool, interactive email functionality and productivity updates to help streamline campaign creation.
Aviso’s AI-powered Compass is designed to help sales and go-to-market teams find their revenue True North. Enhancements to Aviso’s AI-Guided Selling platform aim to provide mission critical deal insights, drive accurate forecasting and unify deal execution.
Marketo CEO Steve Lucas has announced his departure from Adobe, roughly one year after the company signed a definitive agreement to purchase Marketo for $4.75 billion.
NewsCred has extended capabilities of its enterprise content marketing platform (CMP) with new analytics across digital content optimization, team efficiency, content production and pipeline attribution. The new features are designed to give marketers unparalleled insights to optimize the customer journey, maximize team output and quantify the impact of content on sales and revenue.
