Beacon technology was supposed to revolutionize the way that businesses interacted with their customers, but so far it hasn’t lived up to the hype. That’s not to say that Apple’s iBeacon standard, Google’s competing open source beacon technology Eddystone and…
With smartphone penetration reaching 77 percent, according to a recent comScore report, product and service providers, technology companies and startups are all battling for their pieces of the mobile pie. They are paying attention to the latest mobile marketing trends,…
By Robert Lacis, Apperian The use of enterprise mobile apps by different employees and work teams across the enterprise can generate enormous productivity gains. Sales associates are able to access critical client data while they’re face-to-face with a customer or prospect. Field…
A growing number of activities are moving online, from shopping to banking to dating. You can add B2B sales to that list. Many companies now spend more time interacting with their vendors via websites and email rather than briefcase-toting sales…
CRM sales hit $23.2 billion in 2014, an increase of 13.3 percent from 2013, according to Gartner. The research firm expects CRM’s healthy growth to accelerate even more, reaching sales of $36.5 billion by 2017. In fact, CRM leads all…
Businesses should give priority to advocacy marketing in their marketing budgets, Gartner analyst Hank Barnes wrote last January. “… Customers trust peers more than they trust you,” he pointed out, noting that buyers surveyed by Gartner named industry peers as…
Buying enterprise software without also addressing underlying business processes tends to cause more problems than it solves. An issue in any software initiative, it can be especially problematic with CRM since customer-facing roles tend to lack the kind of well-defined…
Many marketing departments operate more like multiple standalone departments, focusing on different areas like social media, content marketing and demand generation, instead of as a unified department with a cohesive strategy. This lack of cohesion makes it tough to understand…
Mobile marketing is beginning to really take off. According to eMarketer, in 2015 mobile ad spending in the U.S. will grow 50 percent to hit $28.72 billion, accounting for 49 percent of all digital ad spending. By 2019, mobile ad…
“Shared annoyance” inspired the founders of Menlo Park, Calif.-based startup Interana to build a business. “The idea that people are out there and cannot find things in their data drives us crazy,” said Ann Johnson, Interana’s CEO. “We want everyone…