Salesforce Digital 360 for Industries looks further to a cloud-controlled marketing approach

You may have heard of the concept of an 'industry cloud'; a solution which has been customised to fit operatory and regulatory requirements for a specific vertical. Salesforce has looked to this for software as a service (SaaS) and digital experiences with the release of Digital 360 for Industries.

The company's latest offering mixes industry apps, developer tools, websites, portals and best practices purpose-built for the financial services, grocery, healthcare and non-profit...

22 April 2021 | Commerce

Four steps to optimise your Salesforce instance strategy after a merger or acquisition

If you’re one of hundreds of thousands of companies that use Salesforce, you know how vital it is to your sales and marketing engine. But the financial advantages of a merger or acquisition can be limited if you don't find a way to combine existing Salesforce orgs (also referred to as Salesforce instances) while keeping efficiency at the centre.

Here are four steps companies should take to optimise their Salesforce orgs after M&A activity to ensure that their CRM investment...

1 October 2020 | Best Practice

DOMO: On cloud-enabled customer journeys and ensuring marketers aren’t chasing their tails

It is always interesting to note the propositions of companies who specialise in software for marketers. For many of the executives leading from the front, it creates a strong narrative. Having been marketing leaders at their previous employer, they understand the problems their compatriots are going through - and, more importantly, how they can be solved.

Mark Green, EMEA marketing director at cloud-based business intelligence firm DOMO, is a case in point. Having spent half a...

15 September 2020 | Customer Experience

Creating a unified brand strategy: Why problems ‘start small and multiply’

Creating a unified brand, across all stakeholders and touchpoints, is one of the most important goals a marketing team strives to achieve. Digital transformation has made this need more acute; the importance of social media means a plethora of new channels to get communications right.

As social has made the world more connected, it has also forced companies to make their workplaces more connected and collaborative. Yet many marketing departments struggle to even get that...

2 September 2020 | Best Practice

A guide to campaign tracking for simple and stress-free analytics

Any business that wants to be successful needs to know which marketing techniques are effective to their customers, members and target audience. Without this knowledge, it’s impossible to know whether your marketing campaigns are effective or if they are simply wasting your time and money.

Which means that campaign tracking is a fundamental part of digital marketing reporting, and if you’re not doing it, or doing it incorrectly, then you may end up using your budgets for...

22 May 2019 | Campaigns

Why cloud-based interoperability is critical to the modern marketing stack

According to the Content Marketing Institute, 92 percent of B2B companies and 86 percent of B2C organisations now depend on content marketing to drive growth and customer retention. With daily online, social media, and video campaigns supplanting traditional print and television advertising media, marketers increasingly need a more robust, efficient way of creating diverse content and getting it in front of potential customers.

Traditionally, marketing departments have stitched...

9 May 2019 | Advertising

How to achieve ‘consumer-first martech’ – and how the marketing clouds don’t quite stack up

If you’re going to invest in marketing technology, then it needs to have the customer experience at its heart. While this may seem a self-evident statement, new research from the CMO Club argues more can be done in aligning a consumer-first approach to marketing technology.

The study, which polled 69 chief marketing officers and was put together alongside Selligent Marketing Cloud, noted that both sides of the brand-consumer relationship was frustrated. Two in three marketers...

3 December 2018 | Advertising Technology

Customer comms giant Twilio to acquire SendGrid for $2bn

Twilio has entered into an agreement to acquire email API platform SendGrid in a $2bn (£1.82bn) bid to build out its leading Platform-as-a-Service, which virtualises the world’s telecoms infrastructure through APIs.

Used by more than 40K companies globally such as Airbnb and Netflix, Twilio lets software developers add capabilities such as voice, video, chat and messaging into their applications, backed by a “Super Network” connecting communications networks...

16 October 2018 | Customer Experience

Will the SaaS revolution stifle digital marketing innovation?

It’s a common perception that software as a service (SaaS) now drives digital industry innovation.

Companies like Salesforce, MailChimp, Kenshoo, Marin and Impact ushered in SaaS revolutions in their respective industries by introducing new technology and pricing models. But some people question, will SaaS really be good for digital innovation over the next decade?

The growth and popularity of SaaS business models is undeniable. According to the Q1 2018...

7 September 2018 | CRM

Two-thirds of organisations plan to up spend on martech, but struggling to keep pace

Nearly two-thirds (65%) of marketing organisations plan to up their spend on martech in the next year while just 5% intend to curb it, according to Walker Sands State of Martech Report 2018.

Right now, though, they’re struggling to keep up.

According to the report, based on responses from 300 marketers of varying company size, level and experience, martech certainly doesn’t suffer from a lack of interest of understanding of its benefits.

However, while 63% of...

10 August 2018 | Advertising Technology