Why despite the hype AI could be failing your customer experience strategy

Marketing Tech News | January 13, 2020

Though 80% of senior decision makers in the UK rate their customer service as ‘excellent’, their customers aren’t feeling quite the same. Our report ‘The Good, The Bot and The Customer Experience’ found there is a significant disconnect between what customers expect and what brands think they are delivering. In fact, a whopping 91% of UK consumers say they have been left feeling frustrated by the customer service they receive, with top grievances including being left on hold too long and needing to repeat their issue multiple times. Many organisations are turning to AI to improve their customer service offering. However, despite investing in new technologies such as chatbots, virtual assistants, facial recognition and natural language processing, businesses are still not getting it right. 48% of consumers don’t see a benefit of interacting with a chatbot to solve issues, while 44% would prefer to never interact with one.

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With the help of Marketo, you can implement Account-Based Marketing (ABM) strategies to boost your engagement, lead flow, and revenue. Watch this recording to learn how Marketo Customer, SchoolDude, saw an increase in event registrations and a dramatic lift in web engagement after using Marketo Real-Time Personalization (RTP) to power their ABM campaigns.

Spotlight

With the help of Marketo, you can implement Account-Based Marketing (ABM) strategies to boost your engagement, lead flow, and revenue. Watch this recording to learn how Marketo Customer, SchoolDude, saw an increase in event registrations and a dramatic lift in web engagement after using Marketo Real-Time Personalization (RTP) to power their ABM campaigns.

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Folloze Appoints Chief Marketing Officer to Help Lead the B2B Buyer Experience Transformation

Folloze | September 12, 2022

Folloze, the easiest and most powerful buyer experience platform for B2B marketers, today announced it has appointed a leader in transformational marketing Mary Gilbert as the company’s permanent Chief Marketing Officer (CMO). As CMO, Gilbert will help drive the revolution in B2B marketing with her unique perspective on cultural transformation and marketing technology innovation. “We are thrilled to have Mary on the Folloze leadership team as she brings an incredibly unique perspective regarding the shifts that are needed today to navigate the dynamics of our current markets,” said Etai Beck, Co-Founder and CEO of Folloze. “We are thrilled to have Mary on the Folloze leadership team as she brings an incredibly unique perspective regarding the shifts that are needed today to navigate the dynamics of our current markets,” said Etai Beck, Co-Founder and CEO of Folloze. “Our company is changing how marketers connect with customers throughout the digital buyer journey, and with Mary’s passion for marketing organization effectiveness, and digital transformation, we will continue to evolve our platform that is driving exponential growth for top B2B marketing organizations across the globe.” Gilbert brings 20+ years of experience standing up, modernizing, and leading high-performing integrated B2B marketing organizations through the digital transformation age. The early part of Gilbert’s career was spent leading the digital transformation of marketing for organizations like Microsoft, HP, and Cisco on both the brand and agency side of the business through the early introduction of B2B buyer journey alignment. Gilbert launched a handful of the earliest ABM programs for companies like Centrify, Microsoft, and Ingram Micro CloudBlue. She also helped scale new digital platforms including eBay and Facebook. Gilbert initially served as the company’s fractional CMO through its recent Folloze Buyer Experience Platform 3.0 launch, a new experience engine that unlocks powerful design tools and data insights to easily create content-rich, relevant experiences for an engaging and connected buyer journey. In addition to her new role as the company’s permanent CMO, Gilbert, will continue her work as the founder of Infinite Edge Consulting, which is building the next generation of “future-ready” CMOs. “I continue to be delighted with the Folloze team, and its approach to the buyer journey. The platform and services combination is empowering marketers across some of today’s most successful B2B organizations to drive a connected customer journey. It’s a problem that many marketers have been trying to solve for decades. I am humbled to be joining the leadership team to continue to scale the company’s efforts,” said Gilbert. “During the recent launch of its Folloze Buyer Experience Platform 3.0, I learned that our core values around people and culture truly aligned, which is key for driving this paradigm shift in B2B marketing. I look forward to continuing the work with Folloze to bring best-of-class technology, modern marketing discipline, and organizational design to the masses.” Gilbert also combines her expertise transforming marketing organizations, and brings with her a team of top marketing talent to help scale ups turn marketing into a value accelerator. Her recent work has significantly increased the valuation of scale ups like 1Password, PatientPop/Kareo (now Tebra), and P3 Health Systems. Learn more about Mary Gilbert’s philosophy and connect with her here. About Folloze Folloze, the easiest and most powerful B2B Buyer Experience Platform, is used by B2B marketing, sales, and revenue teams. Requiring no code, Folloze empowers any marketer to easily build data-driven, highly engaging, personalized content destinations across the entire B2B buyer journey to drive deeper account engagement and revenue growth. Top B2B brands, including Oracle, Google Cloud, Cisco, Autodesk, MetLife, and UL, trust Folloze to boost customer engagement, revenue growth, and expansion across their target accounts. To learn more, visit https://www.folloze.com/.

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ACCOUNT BASED DATA

Savvy Brazilian Firms Embrace Digital Marketing Innovations

ISG | September 07, 2022

Digital marketing has grown from a niche category to the prevailing form of marketing in Brazil, benefiting enterprises in several ways, according to a new research report published today by Information Services Group (ISG) (Nasdaq: III), a leading global technology research and advisory firm. The 2022 ISG Provider Lens™ MarTech Service Providers report for Brazil finds the country’s enterprises have discovered digital marketing technologies provide valuable data, higher efficiency and targeted messaging that can improve communication, brand-building, customer relationships and business strategies. “Every marketing organization needs to harness the power of the ecosystem of MarTech possibilities to direct their core advertising and demand-generation initiatives,” said Paul Gottsegen, partner and president, ISG Research and Client Experience. “With so many potential options, it’s crucial to have an independent analysis of how this ecosystem stacks up across multiple dimensions.” Enterprises in Brazil are increasingly aware of the value of data in digital marketing, the report says. Digital marketing allows for a multidirectional exchange of data, bringing advertisers information about consumers they can use to develop better products, improve service and sales channels and find new market segments. The use of customer data platforms (CDP), a data management system, has soared in Brazil and become essential to developing targeted marketing campaigns, ISG says. Now, Brazilian companies in the most competitive industries are looking for providers that can go beyond CDP, crafting customized models to generate unique insights about customers. Brazil is now the third-largest country in the world in the use of social networking, so Brazilian enterprises are increasingly turning to social-media influencers to reach consumers, the report says. Some influencers in Brazil have bigger audiences than major offline media outlets. “Companies in Brazil are recognizing that influencer marketing can be more effective than traditional approaches,” said Jan Erik Aase, partner and global leader, ISG Provider Lens Research. “Companies in Brazil are recognizing that influencer marketing can be more effective than traditional approaches,” said Jan Erik Aase, partner and global leader, ISG Provider Lens Research. “They want to work with providers that have deep experience in this area and a focus on measurable results." Brazilian marketing technology providers are also exploring content creation for the metaverse, though they recognize there are still hurdles, such as hardware requirements, ISG says. The report also covers changes in advertising agency business models, growing use of content marketing, logistical challenges for Brazilian e-commerce and other trends. The 2022 ISG Provider Lens™ MarTech Service Providers report for Brazil evaluates the capabilities of 39 providers across six quadrants: Strategic MarTech Services, Digital Presence and Digital Ads, Digital Experience and Content, Social and Relationship, Digital Commerce Optimization, and Analytics and Intelligence. The report names Accenture Song as a Leader in all six quadrants. It names Raccoon and Stefanini Haus as Leaders in five quadrants each. Blinks Essence, Brivia and Cadastra are named as Leaders in three quadrants each, and Fbiz, Jussi, Keyrus and Mirum are named as Leaders in two quadrants each. CoreBiz, DP6, Driven.CX, Infracommerce, Mutato, Nação Digital, Rock Content, Soko and Vitrio are named as Leaders in one quadrant each. In addition, Vitrio is named as a Rising Star — a company with a “promising portfolio” and “high future potential” by ISG’s definition — in three quadrants. Brivia, Jussi and Keyrus are named as Rising Stars in one quadrant each. Customized versions of the report are available from Brivia and Cadastra. The 2022 ISG Provider Lens™ MarTech Service Providers report for Brazil is available to subscribers or for one-time purchase on this webpage. About ISG Provider Lens™ Research The ISG Provider Lens™ Quadrant research series is the only service provider evaluation of its kind to combine empirical, data-driven research and market analysis with the real-world experience and observations of ISG's global advisory team. Enterprises will find a wealth of detailed data and market analysis to help guide their selection of appropriate sourcing partners, while ISG advisors use the reports to validate their own market knowledge and make recommendations to ISG's enterprise clients. The research currently covers providers offering their services globally, across Europe, as well as in the U.S., Canada, Brazil, the U.K., France, Benelux, Germany, Switzerland, the Nordics, Australia and Singapore/Malaysia, with additional markets to be added in the future. For more information about ISG Provider Lens research, please visit this webpage. A companion research series, the ISG Provider Lens Archetype reports, offer a first-of-its-kind evaluation of providers from the perspective of specific buyer types. About ISG ISG (Information Services Group) (Nasdaq: III) is a leading global technology research and advisory firm. A trusted business partner to more than 800 clients, including more than 75 of the world’s top 100 enterprises, ISG is committed to helping corporations, public sector organizations, and service and technology providers achieve operational excellence and faster growth. The firm specializes in digital transformation services, including automation, cloud and data analytics; sourcing advisory; managed governance and risk services; network carrier services; strategy and operations design; change management; market intelligence and technology research and analysis. Founded in 2006, and based in Stamford, Conn., ISG employs more than 1,300 digital-ready professionals operating in more than 20 countries—a global team known for its innovative thinking, market influence, deep industry and technology expertise, and world-class research and analytical capabilities based on the industry’s most comprehensive marketplace data. For more information, visit www.isg-one.com.

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NetLine Reaches Milestone, Recognized as a B2B Demand Generation Leader for 5 Consecutive Years

NetLine Corporation, G2 | November 18, 2022

NetLine, an Informa Tech company, has reached a remarkable milestone, once again being names as a B2B leader by G2, the #1 business solutions review site. In its Fall 2022 Report, G2 shares that NetLine finished the Fall 2022 review period with a 98% rating in the Quality of Support category, outperforming the average score by 6%—and 11% higher than ZoomInfo. For the 20th quarter in a row, the company earned high marks within G2's Lead Capture class, a cohort of 35 demand-centric businesses, besting two of its scores from G2's Summer 2022 Report. Overall, NetLine outperformed group averages in seven of G2 Grid® Report's eight categories in the Lead Capture field. The company also received one percent gains to its scores within the Ease of Admin and Ease of Setup categories, even besting its previous Net Promoter Score. To be included in the report, companies were required to have received ten or more reviews. VP of Client Services Melissa Becht expressed her amazement on the company being named a G2 Leader once more. "Achieving anything over the course of five straight years is a remarkable feat," Becht said. "This recognition is merely a reflection of the commitment we've made to our customers and their appreciation of NetLine and our team. It's a tremendous honor and one we continue to be humbled by. Our goal is to always exceed expectations and that will never change." Following the company's acquisition by Informa Tech, NetLine remains poised to disrupt the B2B sales acceleration process while continuing to focus on democratizing the best content-centric lead generation opportunities for B2B customers. The company has also placed its sights on delivering actionable buyer-level intent data—a corner of the market that's not yet lived up to its market promises. Chief Strategy Officer David Fortino shared his excitement on the company being recognized for five consecutive years while also keeping an eye on the future. "To consistently be named a G2 Leader over the course of the past half decade is quite an honor," Fortino said. Chief Strategy Officer David Fortino shared his excitement on the company being recognized for five consecutive years while also keeping an eye on the future. "To consistently be named a G2 Leader over the course of the past half decade is quite an honor," Fortino said. "Our clients rely on NetLine to deliver and we've been able to match, if not exceed, those expectations. We hope that our plans for 2023 make them and their peers even more eager to keep leaning on us as a pillar of their demand generation strategies." To learn more about what real users have said about NetLine or to leave a review, visit G2 Crowd's NetLine Corporation review page. About NetLine Corporation NetLine Corporation empowers B2B Marketers with the reach, technology, and expertise required to drive scalable lead generation results and accelerate the sales funnel. Operating the largest B2B content syndication lead generation network, NetLine reaches 125 million unique visitors and processes more than 700 thousand leads monthly across 300 industry sectors. NetLine's AudienceTarget™ technology drives prospect discovery, quality customer lead acquisition, and buyer engagement from real prospect intent as professionals consume content directly across the network. Superior quality, on demand access, and advanced campaign reports enable all clients to achieve lead generation success. Founded in 1994, NetLine is a part of Informa Tech, a FTSE100 leading provider of market insight and market access to the global technology industry. Successful B2B Marketers Start with NetLine, visit www.netline.com. About G2 Crowd G2 Crowd, the world's leading business solution review platform, leverages more than 381,000 user reviews to drive better purchasing decisions. Business professionals, buyers, investors, and analysts use the site to compare and select the best software and services based on peer reviews and synthesized social data. Every month, more than one million people visit G2 Crowd.

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