Marketing and sales
Marketing spreads awareness of your organization to its potential customers, while sales transforms them into actual customers. Read about the latest advances in marketing and sales force technologies, the different strategies each requires and the ways the two fields intersect.
Top Stories
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Tip
31 Mar 2023
5 best practices for a sustainable marketing strategy
Sustainable marketing can boost brand loyalty, but marketers need an effective strategy. Brands should commit to a larger purpose, take a long-term approach and remain consistent. Continue Reading
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Feature
30 Mar 2023
How account-based marketing can improve personalization
An ABM strategy can help B2B marketers personalize marketing efforts for top prospects. An ABM strategy includes an ideal customer profile, personalized messaging and a CRM system. Continue Reading
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Tip
19 Dec 2018
6 customer intent metrics to prevent lead dropouts
Learn about the key metrics marketing teams can use to analyze customer intent, detect leads in danger of dropping out and focus energy on nurturing those leads. Continue Reading
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Infographic
17 Dec 2018
Salesforce acquisitions a big part of CRM vendor's busy 2018
Again, 2018 showed how important acquisitions are to Salesforce's growth and expansion into markets such as AI, e-commerce, integration and collaboration. Continue Reading
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Feature
07 Dec 2018
Guidelines for navigating the sales software market
Figuring out whether your organization needs sales force automation, sales enablement or sales forecasting tools can be challenging, and that's before factoring in AI. Continue Reading
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Answer
03 Dec 2018
How does Salesforce lead scoring benefit Sales Cloud?
Einstein lead scoring offers a customizable workflow and strives to get better at prediction over time, and Salesforce is one of the top three vendors in the field. Continue Reading
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Tip
29 Nov 2018
Managers learn AI basics with Salesforce Einstein Discovery
With many successes and failures, companies create their own AI apps with the use of Einstein Discovery. Users discuss their experiences along the way. Continue Reading
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Tip
29 Nov 2018
7 tips for improving marketing technology stacks
Being deliberate about integrating a new tool into marketing technology stacks will help ensure they produce ROI and makes processes more efficient. Continue Reading
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Tip
28 Nov 2018
8 tips for a successful Einstein artificial intelligence rollout
You'll fail a few times before you succeed with Einstein, Salesforce customers said at Dreamforce. Once you dial it in, though, success can follow. Here are eight ways to get there. Continue Reading
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Feature
21 Nov 2018
Omnichannel customer service improves customer experience
Customers have come to expect brands to provide omnichannel customer service, but many companies are still overwhelmed by the idea of introducing new channels and training agents. Continue Reading
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Tip
20 Nov 2018
Why sending personalized marketing emails is an effective strategy
For some companies, personalizing email newsletter content still proves to be a highly effective marketing strategy for engaging customers and driving sales. Continue Reading
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Answer
12 Nov 2018
How can I maximize the Salesforce-Google Cloud integration?
Find out four new ways to make the most of the Google and Salesforce integration, including updates to the Salesforce data connector for Google Sheets. Continue Reading
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Feature
05 Nov 2018
Q&A with IBM Watson's call center AI tech lead
We sit down with IBM's contact center AI lead to talk about chatbots and their evolving role as human customers and support agents learn to coexist with them. Continue Reading
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News
23 Oct 2018
Oracle CX Unity unveiled at OpenWorld
In an attempt to compete with Salesforce, Oracle unveils Subscription Management, a software tool to help users manage the growing number of consumer-facing subscription products. Continue Reading
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Feature
19 Oct 2018
Invest in people for better customer experience in marketing
At the MarTech conference, analysts discussed the importance of customer experience in marketing, customer data protection and designated martech leadership. Continue Reading
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Tip
19 Oct 2018
AI sales technology trends for 2019 and beyond
AI automation tools for sales technology have the potential to lead sales teams toward certainty in their decision-making, grow pipelines and reduce risks. Continue Reading
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Answer
18 Oct 2018
How does Salesforce Einstein Language NLP improve productivity?
Salesforce NLP learns in a manner similar to that of the human brain, performing a variety of functions, such as semantic parsing, summarization and more. Continue Reading
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Feature
11 Oct 2018
Voice commerce rides on the backs of little smart speakers
The use of voice assistants and smart speakers continues to rise, but now companies are looking for ways to apply voice commercially in B2B and B2C sales. Continue Reading
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Feature
09 Oct 2018
Loyalty rewards program fuels convenience store's CX
Since launching a loyalty rewards program last year, convenience store and gas station Yesway has driven 45.2% of loyalty members from the pump to the store. Continue Reading
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Tip
09 Oct 2018
How artificial intelligence in customer service improves CX
AI in customer service enables products and services companies to respond to consumers before the customer experience breaks down and negatively affects retention. Continue Reading
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News
25 Sep 2018
Salesforce AI users reveal pros and cons
Salesforce Einstein users shared their experiences with the AI tools, including the challenges of getting the C-suite to buy in. Continue Reading
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Podcast
20 Sep 2018
New HubSpot products strategy, CMS updates from Inbound
At Inbound 2018, HubSpot unveiled a new enterprise product line. It also introduced the flywheel, a circular metaphor for the customer relationship with sales, marketing and service. Continue Reading
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Podcast
07 Sep 2018
HubSpot products expand reach into enterprise
HubSpot's VP of products details the newest HubSpot enterprise-level offerings, as well as HubSpot's new video tool. Also: A glimpse of what's on the future roadmap. Continue Reading
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News
06 Sep 2018
HubSpot enterprise edition unveiled
In addition to releasing enterprise-level systems, HubSpot unveiled a CMS tool for companies to build and customize websites, and a video tool to help create content. Continue Reading
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News
21 Aug 2018
HubSpot Conversations adds chatbots, collaborative inbox
HubSpot sales, marketing and service hubs get new features with Conversations, previewed last year and going live this month. Continue Reading
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News
15 Aug 2018
LinkedIn Sales Navigator refresh adds deals pipeline
LinkedIn overhauls Sales Navigator with deals management, Adobe Sign and Office 365 integrations, new search tools and mobile deal pages and direct connection to product team. Continue Reading
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Podcast
13 Aug 2018
Revenue ops main theme at Ramp by InsightSquared conference
Beyond recapping the Ramp by InsightSquared conference and some of the keynote speakers, the Pipeline podcast looks back at other favorite guest speakers at conferences. Continue Reading
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Feature
09 Aug 2018
Sales enablement tool uses AI to hone pitches
Sales enablement AI goes beyond Einstein lead scoring as Brainshark applies sentiment and other analyses to practice videos that salespeople create before meeting customers. Continue Reading
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Feature
24 Jul 2018
Tea Forte steeps value from new B2C CRM
B2B CRM vendors like Marketo and Salesforce have tailored their wares for consumer-facing businesses, but B2C CRM vendor Zaius proved to be the right cup of tea for one company. Continue Reading
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News
20 Jul 2018
Salesforce Datorama acquisition to bolster Marketing Cloud
Salesforce continues piecing together its Marketing Cloud -- this time with the $800 million acquisition of Datorama, an AI marketing software company. Continue Reading
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News
07 Jun 2018
SAP e-commerce extends to Azure, other new features added
Artificial Christmas tree manufacturer Balsam Brands uses Hybris to expand internationally, allowing for dynamic pricing and product catalogs, depending on the country. Continue Reading
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Feature
05 Jun 2018
AI for the enterprise transmitted directly from Mars
For marketing intelligence to explore new frontiers and achieve its ultimate goal, chief marketing officers may find their CRM applications were once developed by NASA and tested in space. Continue Reading
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Opinion
05 Jun 2018
AI for customer service at the peril of personal relations
AI tools in CRM help companies deliver hyper-personalized customer experiences but prevent customers from actually having personal interactions with service agents. Continue Reading
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News
04 Jun 2018
Pega Infinity upgrades include marketing AI tools, blockchain support
Pega Infinity adds new digital transformation tools for low-code app development, bot libraries and AI that can optimize apps and assist with marketing campaigns. Continue Reading
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Tip
24 May 2018
Premium pay for technical CRM skills must reflect volatility
Premium pay for skilled IT jobs remained largely unchanged heading into 2018, but workers will still be rewarded for CRM certification, according to Foote Partners' latest research. Continue Reading
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Tip
02 May 2018
How Conversational Queries aims to ease using Einstein Analytics data
A new AI conversational feature from Salesforce lets users enter sales, service and marketing questions about timely customer data and build charts on their own in less time. Continue Reading
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News
23 Apr 2018
What Salesforce's CloudCraze acquisition means for customers
CloudCraze president calls the acquisition by Salesforce 'a huge win' for its customers and for Commerce Cloud customers, with the capability of selling B2C and B2B on one platform. Continue Reading
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Feature
09 Apr 2018
Comparing the top marketing automation software vendors
Don't be afraid of software migration if there's another technology that better fits your company's needs and if long-term benefits outweigh short-term costs, experts say. Continue Reading
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News
30 Mar 2018
Customer personalization takes center stage for 24 Hour Fitness
When it came time to engage more effectively with customers, 24 Hour Fitness looked to industry leaders in customer personalization for inspiration. Continue Reading
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Tip
21 Mar 2018
MindTickle, Salesforce speed sales learning in merger
Last year's Blue Coat-Symantec merger posed a dilemma: getting salespeople up to speed on the reshaped product line. MindTickle with Salesforce paid dividends in sales learning. Continue Reading
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Feature
09 Mar 2018
'Digitize or Die': Embrace IoT digital transformation or perish
In his book, Schneider Electric's EcoXpert program global vice president decodes how IoT digital transformation strategies differentiate winners and losers. Continue Reading
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News
07 Mar 2018
How a millennial workforce benefits sales teams, CRM
Millennials bring more than just their iPhones to the conference table. Here's why you need to stop dumping on your millennial sales force and embrace their tech-savvy ways. Continue Reading
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Podcast
27 Feb 2018
Expert: Boring retail is dying as tech gains importance
Technologies such as augmented reality and AI in retail are becoming more important for brands looking to gain a selling edge. Tune in to the latest Pipeline podcast to learn more. Continue Reading
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Feature
26 Feb 2018
Customer service chatbots help reduce product returns
In previous years, Azumi Mobile was overwhelmed with customer calls after the holiday season as users attempted to return smartphones. This year, chatbots helped address that issue. Continue Reading
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Feature
09 Feb 2018
Salesforce gets a blockchain distributed ledger tool
Blockchain technology is the ultimate connectivity layer, and it can be used to help solve thorny customer service issues when paired with Salesforce, according to one vendor. Continue Reading
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Feature
08 Feb 2018
Meet your friendly service agent -- The sales chatbot
AI chatbots enable companies to automate some sales and service tasks, but the combination of people and smart machines creates better outcomes than either one alone. Continue Reading
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Feature
08 Feb 2018
Smart contracts on blockchain the next wave of CRM automation
Sales and service contracts get automation from blockchain platforms as applications become more user-friendly and infrastructure evolves to support them. Continue Reading
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Feature
25 Jan 2018
Marketing reporting software is dying, says InsightSquared CMO
InsightSquared CMO discusses the importance of vendor-agnostic reporting and why marketing-only reporting software is dying. Continue Reading
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Feature
23 Jan 2018
Artificial intelligence technologies a boon for customer insights
AI can help companies shrink the gap between customer data and actionable insight by feeding intelligence into CRM, marketing automation and other operational tools. Here's how. Continue Reading
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Podcast
23 Jan 2018
Salesforce-Oracle breakup on the horizon? Some say it's possible
Whether or not Salesforce is building out its own infrastructure is the first big CRM story in 2018, but it won't be the only one. Continue Reading
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Tip
17 Jan 2018
Comparing Salesforce Einstein AI across the clouds
What do you get when you pay for Einstein features in the Salesforce Sales, Service and Marketing clouds? We put it all in one chart. Continue Reading
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Tip
11 Jan 2018
Survey marketing leads to sales insights for outdoor association
After decades of catering to the needs of known customers, outdoor retailers now see the light and are targeting old and new customers with data-driven marketing and sales initiatives. Continue Reading
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Feature
08 Jan 2018
Retail AI predicts consumer behavior for targeted marketing
Not all of travel club Secret Escapes' members want to see all 140 last-minute sales it runs every week. AI marketing personalization tool Jetlore helps prevent over-messaging. Continue Reading
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Feature
22 Dec 2017
Looking ahead at trends in CRM in 2018
More AI capabilities, intelligent security and augmented reality should gain prominence for CRM users in 2018. Continue Reading
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Feature
07 Dec 2017
Do customer service chatbots need to pass the Turing test?
Experts say organizations should focus on enhancing the customer experience with chatbots -- not so much on passing the legendary Turing test for artificial intelligence. Continue Reading
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Tip
06 Dec 2017
Einstein AI drills deeper into Salesforce clouds
Einstein AI tools show great promise and are expanding deeper into the Salesforce clouds. Many smaller companies still need some convincing, but have high hopes for the future. Continue Reading
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Tip
29 Nov 2017
Eight must-have call center systems for customer service
It can be challenging to pick a call center technology, implement it and optimize it for the best results. Here are the top eight call center tools to deliver the best customer experience. Continue Reading
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Answer
02 Oct 2017
What features can users expect from Salesforce Einstein AI?
Expert Scott Robinson explains how Salesforce Einstein AI tools augment the vendor's CRM functionality, and how lessons learned from IBM Watson will affect the platform. Continue Reading
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News
26 Sep 2017
Microsoft Dynamics 365 CRM takes center stage at Ignite 2017
Microsoft CEO Satya Nadella kicks off Microsoft Ignite with talk of future products, use cases for AI and continued bundling of Microsoft products. Continue Reading
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News
13 Sep 2017
How enterprises can take advantage of social media mapping
If your company wants to tap into the emotion and sentiment customers display on social media, social media mapping may be the answer. Learn about one company's approach. Continue Reading
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News
06 Sep 2017
On tap for Microsoft Ignite conference: Adobe, Dynamics 365, LinkedIn
New Adobe integrations and further integrations of existing products are possible announcements from Microsoft Ignite 2017. Continue Reading
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Opinion
31 Aug 2017
Tech vendors cite TOS violations to push hate groups off their clouds
'Alt-right' groups put to the test marketing and CRM cloud vendors that promote employee diversity and forbid users from hosting hateful or offensive content on their platforms. Continue Reading
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Tip
31 Jul 2017
The integration of CRM with cross-channel marketing breeds agility
Leading enterprises searching for ways to bring agility to the market need look no further than cross-channel marketing. Continue Reading
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Opinion
20 Jul 2017
Recipe for lost customers: Flight cancellations and AI algorithms
As companies enjoy the benefits that automation and AI algorithms bring to next-generation CRM, leaders must closely examine the legal and customer retention ramifications. Continue Reading
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News
07 Jun 2017
Customer data mining rules changing in Trump's corporations-first era
As Trump negates regulations against mining of customer data, consumers are mixed when it comes to trusting AI to act on those insights, Pegasystems research shows. Continue Reading
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News
10 May 2017
Salesforce AppExchange releases vendor-facing upgrades
The improvements to the Salesforce AppExchange benefit companies and ISVs building on AppExchange, with lower pricing and more tools. Continue Reading
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Feature
05 Apr 2017
Are businesses ready for AI applications?
As the amount of data grows exponentially and computing power strengthens, now is the time for business applications to get a boost from artificial intelligence. Continue Reading
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News
23 Mar 2017
AI advances can slow a Salesforce cloud migration
Showing incremental improvement and investing over time are keys to successful cloud implementations, especially in government. Continue Reading
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Podcast
02 Feb 2017
Enterprise AI to target attention deficit-addled customers
AI will define the next 12 months, says consultant Brent Leary, because it can help capture the consideration of attention-taxed customers, and can put companies a cut above their competition. Continue Reading
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Feature
19 Jan 2017
Horizontal CRM vs. vertical CRM: What do you really need?
Cloud-based computing is making it easier to customize CRM applications for vertical industries -- but would a horizontal CRM app work just as well for you? Continue Reading
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Podcast
12 Jan 2017
Flurry of technology M&A foreshadows 2017 trends
As the market continues to undergo a series of major mergers and acquisitions, some observers say to expect more technology M&A in 2017. Continue Reading
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Podcast
03 Jan 2017
Three key 2017 technology trends to know
Predictive analytics, voice-activated devices and artificial intelligence will take shape as significant technology trends in 2017. Some still await further maturity. Continue Reading
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Tip
30 Dec 2016
How to safeguard Microsoft Dynamics CRM security
Microsoft Dynamics CRM security can be onerous if you try and lock things down too much. Here is a rundown of features that can help you make Dynamics CRM 'usably secure.' Continue Reading
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News
14 Nov 2016
Inside the Salesforce strategy: Acquisitions, AI and Commerce Cloud
Salesforce Einstein and Commerce Cloud are at the forefront of this year's Salesforce strategy, but the company works to gain momentum around IoT Cloud. Continue Reading
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News
26 Oct 2016
Abacus aims to find missing data in marketing expenses
By combing CRM data, Abacus looks to provide finance teams with a clearer picture on costs accrued during marketing campaigns and events. Continue Reading
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Feature
14 Oct 2016
Salesforce Einstein still on its way to personalization perfection
The artificial intelligence platform Einstein can help organizations mine data for leads and direct targeted marketing at customers. But there are some things it can't do yet. Continue Reading
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Tip
13 Sep 2016
Can Salesforce AI with Einstein catch the next AI wave?
Salesforce Einstein is the next installment of intelligent sales, marketing and service systems -- but this is one of numerous Salesforce acquisitions. How will it fare? Continue Reading
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Answer
31 Aug 2016
How will Microsoft Dynamics 365 benefit the enterprise marketplace?
Is Microsoft Dynamics 365's role in the enterprise marketplace actually beneficial for users? Expert Brent Leary discusses Microsoft's upcoming product. Continue Reading
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News
18 Aug 2016
Salesforce Inbox adds another layer of integration Calendar
Salesforce hopes to reduce the need for sales reps to toggle between apps while on the go by combining email and calendar events in one app. Continue Reading
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Podcast
09 Aug 2016
NetSuite acquisition may fill out pieces of CRM puzzle for Oracle
The CRM market has undergone another shift with Oracle's acquisition of NetSuite. Whither NetSuite's fate? Continue Reading
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Podcast
21 Jul 2016
Customer experience gathers steam with IoT analytics
Companies are moving from gut feel to rely on scientific tools, such as IoT analytics data, to develop customer experience strategy. Continue Reading
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Tip
30 Jun 2016
In customer personalization, explicit data matters
By utilizing explicit data, companies can increase brand engagement and enhance the customer journey through customer personalization. Continue Reading
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Podcast
27 Jun 2016
LinkedIn purchase may signal new era of open APIs
Microsoft's LinkedIn purchase may open up APIs and enable new competitors to take advantage of the treasure trove of social CRM data in LinkedIn. Continue Reading
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Tip
25 May 2016
Consumers still waiting for Godot on personalized marketing?
Personalized messaging can be an invaluable tool for marketers. Unfortunately, these marketing campaigns aren't living up to their potential, according to consumers. Continue Reading
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News
06 Apr 2016
Blockchain as a service may be in your future -- like it or not
Although consumers have been reticent about digital payments, new services -- such as Venmo and blockchain -- are making the benefits of mobile payments difficult to deny. Continue Reading
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Feature
03 Mar 2016
How marketers are reining in the sales funnel process
The sales process, captured by the sales funnel, is no longer as linear as it once was. How can marketing teams use sales funnel management to gain control of the customer journey? Continue Reading
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Opinion
29 Feb 2016
Sales intelligence tools prevent tone-deaf sales efforts
Sales intelligence tools are helping sales teams home in on truly valuable prospects, rather than waste time on duds. But they require some culture change. Continue Reading
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News
15 Feb 2016
Salesforce exec discloses plans to boost one-to-one marketing
Traditional mass marketing methods don't cut it anymore. Salesforce discusses its plans to bring one-to-one marketing to customers. Continue Reading
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News
22 Dec 2015
Emerging CRM technologies took center stage in 2015
New CRM technologies such as the Internet of Things and native analytics apps piqued interest in 2015. But adoption of these technologies has yet to reach critical mass. Continue Reading
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News
20 Nov 2015
Oracle Marketing Cloud updates mobile capabilities
Updates to the Oracle Marketing Cloud aim to give marketers and salespeople more mobile customer engagement options, as well as testing capabilities for marketing content. Continue Reading
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Feature
03 Nov 2015
What to expect from the Salesforce Sales Cloud platform
Salesforce Sales Cloud is a CRM platform featuring a number of sales and CRM tools, which help businesses of all sizes manage their B2B and B2C engagement and sales strategies. Continue Reading
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News
27 Oct 2015
Oracle Marketing Cloud updated, with focus on data
Oracle's latest updates to its Marketing Cloud are designed to help marketers make better use of data to segment and target customers, as well as manage campaigns more efficiently. Continue Reading
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Opinion
01 Sep 2015
Communication essential to sales and marketing alignment
A lack of communication between sales and marketing teams can derail internal processes. Here's how to ensure collaboration between the two factions. Continue Reading
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Feature
10 Jul 2015
Cloud-based marketing tools need integration to work
When companies don't integrate their cloud-based marketing tools, customer data can easily become out-of-date and out-of-sync among various systems. Continue Reading
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Tip
09 Jun 2015
Sales management software helps teams get a jump on leads
As customers become more knowledgeable about products, sales reps can't just rely on the gift of gab. Today they need sales management software that help target people who are ready to bite. Continue Reading
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Opinion
08 Jun 2015
The secret to selling more? Sales intelligence
Sales teams have a basic but ever-challenging task: Sell stuff and make money for the company. But they can't do that without proper insight into the business. Continue Reading
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Tip
15 Jan 2015
Want to get into mobile marketing? Know your customer
In this book excerpt, author and industry watcher Chuck Martin shows how customers' mobile behaviors should dictate companies' marketing strategies. Continue Reading
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Tip
12 Jan 2015
Are marketing automation tools the greatest asset in the sales arsenal?
The more your sales reps know about prospects, the faster they can close deals. Here's why marketing automation tools deliver real sales intelligence. Continue Reading
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Feature
22 Jan 2013
Oracle Siebel vs. Salesforce faceoff: Siebel is more versatile
In this Oracle Siebel vs. Salesforce faceoff, one consultant says Siebel users have more options without paying much more than Salesforce customers. Continue Reading
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News
26 Apr 2010
Switching your focus from B2B to B2C with social media and CRM
Getting the word out to your customers isn’t just a matter of buying simple advertising anymore -- it’s about engaging with them socially. Denis Pombriant explains the ideas behind this new trend. Continue Reading
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Feature
15 May 2008
Salesforce.com for dummies: Creating daily reports
Use this step-by-step guide to create daily reports from scratch in Salesforce.com. Continue Reading
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Quiz
21 Sep 2007
Web 2.0 and CRM quiz answers
Test yourself on Web 2.0 and social networking and how this technology is impacting CRM, with the answers to SearchCRM.com's quiz. Continue Reading