Data to drive marketing agendas in times of COVID-19 crisis-Salesforce report

Salesforce | May 27, 2020

  • Salesforce research indicates innovation and data will drive marketing agendas

  • The research found that standards of customer engagement are shifting and marketers in South Africa are prioritising innovation in a 'radically altered landscape'.

  • The expectations and behaviors of consumers, businesses and society at large are shifting with 'unprecedented speed and magnitude'.


Salesforce has released the sixth edition of its State of Marketing report. The report shows that as technology drives customer expectations to new heights, marketers in South Africa have emerged as not just messengers, but engagers who foster meaningful customer relationships well beyond the first purchase.

The research found that standards of customer engagement are shifting and marketers in South Africa are prioritising innovation in a 'radically altered landscape'.

In addition to new regulations, marketers in South Africa expect that an expanded online population and wearables will bring transformational impacts by 2030. Marketers are anticipating that the online addressable market will increase as people get connected more than ever before.

For its report, Salesforce indicates that it collected data from nearly 7 000 international marketing leaders spanning six continents, just as the COVID-19 crisis emerged.

The COVID-19 crisis is forcing marketers in South Africa to rethink every aspect of their business — from strategic priorities and challenges to the technological and team skills they will need — as they navigate getting back to work during a global crisis, and then continuing to transform the customer experience to be best positioned for success in the years ahead

~ Robin Fisher, regional VP for Salesforce emerging markets


"The insights in 2020's State of Marketing report are a helpful guide for marketers as they journey to recover and transform their business," adds Fisher.

The trends revealed in the report were collected from marketing leaders from B2B, B2C and B2B2C companies across 30 countries, including 200 respondents from South Africa.

The report indicated the following:

Marketing transformation takes on a new urgency


The expectations and behaviors of consumers, businesses and society at large are shifting with 'unprecedented speed and magnitude'. Marketers are at the forefront, with 76% in South Africa leading customer experience initiatives across their companies.

This involves a combination of both technological and organisational innovation. In South Africa, innovating is a top priority for marketing leaders, while balancing personalisation with customer comfort levels is a top challenge.

Customer data sets the stage for empathetic marketing


As customers navigate a series of 'new normals', personalised and empathetic engagement has 'never been more important'. Delivering messages and offers that resonate with an individual's unique needs and expectations requires deep insights.

Marketers are shifting how they source and manage customer data and ramping up use of technologies like AI that help them make the most of it. In South Africa, marketers are expected to go from four data sources in 2019 to six projected data sources in 2021.

Ninety-one percent report the use of AI with personalising experiences in individual channels being a top use case.

Marketers Double Down on Business Value


As businesses shift from crisis triage to recovery and adaptation, marketers have a unique opportunity to turn trusted customer relationships into business value.

Marketers increasingly track metrics like customer satisfaction, digital engagement and lifetime customer value to gain a holistic picture of what's working and what isn't across the customer journey.

B2B marketers have a 'particularly strong role in business growth' through account-based marketing (ABM). In South Africa, 60% of marketers track customer lifetime value (LTV) to measure success.

Learn More: HOW TO ADAPT B2B DIGITAL MARKETING TO THE BUYER JOURNEY IN 2020

Spotlight

Megan Heuer, VP & Group Director at Sirius Decisions and Shari Johnston, Sr. Director of Integrated Marketing Programs at Demandbase, will discuss best practices for creating an Account-Based Marketing and putting it into action. Start your 2015 with a solid plan to market and sell to your key accounts and drive results all the way through the selling process.


Other News
ACCOUNT BASED DATA

Inpixon Announces Rebranding of CXApp Products to Inpixon Experience, Inpixon Events and Inpixon CX Briefings

Inpixon | April 19, 2022

Inpixon® (Nasdaq: INPX), the Indoor Intelligence® company, today announced the rebranding of its CXApp products and the launch of a new Enterprise Apps section on Inpixon's corporate website, www.inpixon.com. Next month will mark the 1-year anniversary of Inpixon's acquisition of The CXApp, a leading smart workplace app and hybrid events solution provider. It has been a productive year with numerous accomplishments building a foundation for growth, including: Award wins, analyst recognition, and deployment of new features in response to operational challenges during the pandemic. Growing the team to better support customers as well as clients' customers across sales, marketing, onboarding, project management, and customer service. Celebrating the 50th episode of The CXApp Live! Podcast, which features conversations with executive briefing center thought leaders and partners. Hosted fireside chats with industry thought leaders, participated in technology-focused webinars and panels, and launched a Customer Advisory Board to continue to foster innovation and progress. Incorporated Indoor Intelligence technologies into the enterprise app platforms to create smarter, safer, experiences. With the launch of the new Enterprise Apps section on the Inpixon website, changes were made to the CXApp product names. These new names bring all CXApp products under the Inpixon brand. Below is a summary of the rebranding: The CXApp Smart Campus is now Inpixon Experience. Inpixon Experience is the most comprehensive mobile-first workplace experience solution that creates a smart, innovative, and connected work environment. The Inpixon Experience app gives employees the tools they need to thrive, remain engaged, and connect with colleagues while boosting productivity in their preferred working environment. The CXApp Events is now Inpixon Events. Inpixon Events offers a mobile app and browser-based interfaces to connect remote and in-person audiences in a cohesive, end-to-end event experience. With a robust event management tool like Inpixon Events, organizations can create virtual, in-person, or hybrid experiences that exceed audience expectations. The CXApp EBC is now Inpixon CX Briefings. Inpixon CX Briefings is an executive briefing platform that delivers a differentiated, consistent, and custom-branded executive-level experience for briefing and meeting attendees. Leon Papkoff, Inpixon's EVP of Enterprise Apps, stated, "We are pleased to announce the rebranding of CXApp product names and the launch of our new Enterprise Apps section of our website. We believe this rebranding reflects our unified strategy and aligns closely with our business model. Bringing the CXApp products into a single website is an important and exciting move that will allow us to better serve our clients. We remain committed to supplying organizations with a comprehensive suite of products and solutions that provide them with actionable Indoor Intelligence—making their environments smarter, safer and more secure." Nadir Ali, CEO of Inpixon, commented, "Our award-winning location-aware platforms have been adopted by numerous top-tier organizations across a variety of industries, such as finance, social media and entertainment/media, to enhance the workplace experience for their employees, customers and partners." Nadir Ali, CEO of Inpixon, commented, "Our award-winning location-aware platforms have been adopted by numerous top-tier organizations across a variety of industries, such as finance, social media and entertainment/media, to enhance the workplace experience for their employees, customers and partners. Due to the increasing need for technologies that can support the changing demands of a hybrid workplace, we continue to aggressively penetrate the global digital workplace and event management software markets, which are experiencing significant growth. We continue to add more global enterprise customers which can contribute to our recurring revenue stream for years to come. Given the pace of digital transformation, we anticipate demand for our solutions will remain strong, and we anticipate our rapid revenue growth rate will continue in 2022." About Inpixon Inpixon® (Nasdaq: INPX) is the innovator of Indoor Intelligence®, delivering actionable insights for people, places and things. Combining the power of mapping, positioning and analytics, Inpixon helps to create smarter, safer, and more secure environments. The company's Indoor Intelligence and mobile app solutions are leveraged by a multitude of industries to optimize operations, increase productivity, and enhance safety. Inpixon customers can take advantage of industry leading location awareness, RTLS, workplace and hybrid event solutions, analytics, sensor fusion, IIoT and the IoT to create exceptional experiences and to do good with indoor data. For the latest insights, follow Inpixon on LinkedIn, and Twitter, and visit inpixon.com.

Read More

ACCOUNT BASED EXECUTION

Skydeo Launches B2B *AccountsGraph for Account Based Marketing (ABM)

Skydeo | January 19, 2022

Skydeo launches *AccountsGraph B2B audience segments for account-based advertising on programmatic, CTV and social platforms. “AccountsGraph audiences are a major step forward for B2B advertisers and Account Based Marketing (ABM)”, said Brad Brown, Managing Partner (emeritus) from McKinsey & Co., “Skydeo’s unique combination of B2B data with broad reaching mobile-first consumer data provides marketers the ability to target prospects much like LinkedIn but on any platform at lower cost of media. It's a compelling solution." SkydeoB2B segments include Firmographic and contact data by Company Name Job Title, Industry, Company Revenue, Company Employees as well technographic data based on the the technologies in use by company. *AccountsGraph lets B2B advertisers target prospects and customers by Company Name at scale. Reaching consumers by the company they work for is important for recruitment advertising and for selling B2B products & services in the finance, IT, Tech, Pharma and Human Resources sectors. Skydeo *AccountsGraph™ standard taxonomy of the Top 2000 companies in tech, finance, healthcare and other industries is available on Yahoo, TikTok, Google, LiveRamp, Kargo & StackAdapt. For list of the Top 5000 companies go to AccountsGraph.com or contact Skydeo for a custom audience. According to Skydeo CEO Mike Ford, "Since we launched SkydeoB2B we've seen a surge in B2B intent data so there is merit to launching AccountsGraph now. We help B2B advertisers rampup their Account Based Marketing." According to Skydeo CEO Mike Ford, "Since we launched SkydeoB2B we've seen a surge in B2B intent data so there is merit to launching AccountsGraph now. We help B2B advertisers rampup their Account Based Marketing." About Skydeo Skydeo is a leading provider of audience targeting, insights and measurement to leading brand advertisers, their agencies and platforms. Skydeo's mobile first platform includes over 15,000 unique segments across B2B & B2C audiences. https://skydeo.com

Read More

ACCOUNT BASED EXECUTION

Demandbase Launches Demandbase Data (D2) Labs to Deliver Tailored Account Intelligence to Customers

Demandbase | June 09, 2022

Demandbase, the Smarter GTM™ company for B2B brands, today announces the newly launched Demandbase Data (D2) Labs. Known for its industry-leading ideas, the company created D2 Labs to drive B2B data innovation and help organizations embrace the power of Account Intelligence. Customers can now engage with Demandbase's data experts and data scientists directly to turn their incomplete, inactionable data into revenue-generating insights. Services such as ICPaaS provide a customized "data as a service" to help companies identify the best accounts within their ideal customer profile (ICP). This particular service draws on insights from installed technologies, intent, skills, job openings, renewal dates and other attributes to identify the right accounts to go after. This is just one example of how D2 Labs can help solve one-of-a-kind business challenges using data-driven insights. "If you don't understand your prospective customer's existing technologies and problems, you can't become their true trusted advisor. It's that simple... Demandbase Data Labs gives us the insights we need to become trusted advisors," Makoto Ishizaka, go-to-market and strategic initiative lead, Microsoft. "If you don't understand your prospective customer's existing technologies and problems, you can't become their true trusted advisor. It's that simple... Demandbase Data Labs gives us the insights we need to become trusted advisors," Makoto Ishizaka, go-to-market and strategic initiative lead, Microsoft. D2 Labs works with Demandbase clients by gathering their inputs and overlaying Demandbase's Account Intelligence. By leveraging Demandbase D2 Labs' proprietary machine learning models, we're able to show our clients which of their prospects have the highest likelihood of becoming customers and being in the market to buy their product or service. "The right data at the right time, analyzed in the right way, can create astonishing results. Organizations that adopt the use of data in this way could see an increase in profit of multiple millions of dollars," says Meetul Shah, general manager, Data Cloud at Demandbase. "Many smart B2B leaders don't know how to take action on their data even when it's high-quality. D2 Labs upends this status quo, providing customers with top tier data and the knowledge of how to use it to shape business decisions. It's empowering top companies to equip their sales and marketing teams with highly focused data at their fingertips, and unlock extreme revenue potential as a result. This is what so many organizations have been waiting for, and we're thrilled that it's here." D2 Labs combines Demandbase's Account Intelligence with specialty datasets, coupled with customers' raw data, and then turns it into actionable insights that can be applied immediately. By gaining access to the Demandbase data science team, B2B companies will be able to model their data like true experts and solve their most complex data needs. To learn more about D2 Labs and get pricing, please visit https://www.demandbase.com/solutions/data-cloud/d2-labs. About Demandbase Demandbase is Smarter GTM™ for B2B brands. We help marketing and sales teams spot the juiciest opportunities earlier and progress them faster by injecting Account Intelligence into every step of the buyer journey and orchestrating every action. For more information about Demandbase, visit www.demandbase.com.

Read More

ABM ACCOUNTS

Upland Altify Named in New Tech Report for Account-Based Sales Technologies

Upland Software | March 02, 2022

Upland Software, Inc. (Nasdaq: UPLD) has been named in Forrester’s New Tech: Account-Based Sales Technologies, Q1 2022 report which provides an overview of account-based selling technologies. Upland Altify’s strategic account planning software was one of 19 vendors included, and only one of seven late-stage technology providers recognized in the report. “As a leader in the account planning technology space for over 15 years, we have partnered with global enterprises such as Salesforce, Lumen, UnitedHealth Group, and many others to enable the skillset, mindset, and toolset for account-based selling in their organizations,” said Patrick Morrissey, SVP and GM at Upland. “As a leader in the account planning technology space for over 15 years, we have partnered with global enterprises such as Salesforce, Lumen, UnitedHealth Group, and many others to enable the skillset, mindset, and toolset for account-based selling in their organizations,” said Patrick Morrissey, SVP and GM at Upland. “We’re proud to be recognized by Forrester among solutions that help enterprises find the white space and unlock new pipeline to grow business in their strategic accounts.” The vendors were evaluated and differentiated based on the following three weighted criteria - top ranked competitors, company tenure, and full-time employees. From there, Forrester scored vendors against all criteria using progressive point values across maturity stages and divided them into three final groups of Late-Stage, Growth-Stage, and Early-Stage vendors. Altify delivers Account Planning software natively in Salesforce, combining innovative technology with expert strategy and methodology. Altify helps reveal complex relationships, identifies white space, supports opportunity planning efforts, defines repeatable sales processes, and coordinates collaboration across sales, marketing, customer success and the extended revenue team to make it easier to identify, win, and retain business. About Upland Software Upland helps global businesses accelerate digital transformation with a powerful cloud software library that provides choice, flexibility, and value. Our growing library of products delivers the "last mile" plug-in processes, reporting, and job specific workflows that major cloud platforms and homegrown systems don’t provide. We focus on specific business challenges and support every corner of the organization, operating at scale and delivering quick time to value for our 1,700+ enterprise customers. To learn more, visit www.uplandsoftware.com.

Read More

Spotlight

Megan Heuer, VP & Group Director at Sirius Decisions and Shari Johnston, Sr. Director of Integrated Marketing Programs at Demandbase, will discuss best practices for creating an Account-Based Marketing and putting it into action. Start your 2015 with a solid plan to market and sell to your key accounts and drive results all the way through the selling process.

Resources