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IgnitionOne Partners with Serenata CRM to Provide Customer Intelligence to Hospitality Marketers

STS News Desk
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IgnitionOne Partners with Serenata CRM to Provide Customer Intelligence to Hospitality Marketers

Leading CRM Provider to Leverage IgnitionOne’s Customer Intelligence Platform for Real-Time Data and Personalized Marketing

IgnitionOne, a leading global marketing technology and data analytics provider, announced a partnership with Serenata CRM, a leading provider of CRM solutions for hoteliers. Through this partnership, Serenata CRM will leverage IgnitionOne’s real-time customer scoring technology to enhance its existing solution that ties together all touchpoints of the guests’ journey into one central experience platform.

“This powerful combination of IgnitionOne’s real-time data with our vast CRM profiles is creating some of the highest conversion rates we have ever seen across media and email,” said Thomas Hoefer, Managing Director at Serenata CRM. “Real-time, behavior- triggered audience segmenting and personalization of guest communication and offers are key themes of Serenata’s next-generation CRM going into 2019. Helping marketers and brands use their first-party data has proven to be a major lever in driving direct bookings to our customers’ properties.”

Read More: Salestech Predictions 2019: Set The Bar Higher With Smarter Email Initiatives

IgnitionOne’s Customer Intelligence Platform enables marketers to identify their most valuable customers by analyzing on-site activity. Using the IgnitionOne Score, Serenata CRM clients can now identify each guest’s level of engagement and lifecycle stage. Each customer’s Score is based on a number of factors, including time spent on-site, products of interest, and existing relationship with the brand.

Using IgnitionOne’s technology, Serenata CRM’s clients are able to bid more effectively to engage their most qualified customers across Metasearch, RLSA, Display and Facebook. Serenata CRM will also have the opportunity to enrich each brand’s CRM lists with real-time data and create personalized offers based on real-time and full CRM file data points.

Read More:  LeanData Launches Time-Based Routing To Accelerate The Lead-To-Revenue Cycle For Enterprises

“By delivering Customer Intelligence, we are helping marketers build lasting relationships with key customers,” said Christopher Hansen, Chief Product Officer at IgnitionOne. “We’re excited to welcome Serenata CRM as a partner, with the goal of helping marketers build trust to provide better customer experiences. Serenata CRM is a proven leader in the industry, and we look forward to working together.”

Read More: Salestech Interview With Bob Burg, Speaker And Author, Go-Giver Movement

5 Strategies to Boost Online Post-Holiday Sales

Solomon Thimothy
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5 Strategies to Boost Online Post-Holiday Sales

DMA logoThe holiday season may be over, but customers are still in the mood to buy products, with gift cards and holiday cash burning holes in their pockets. The push to buy last-minute gifts and exchange one gift for something else are just a few reasons why consumers are shopping in January. Capturing these sales during the post-Christmas, Hanukkah and Kwanzaa holiday season is not an automatic task and requires a bit of planning. The key is to pay attention to signals from your customers. Here are five strategies to boost those post-holiday sales:

1. It’s Still Christmas Somewhere

Squeeze a bit more out of the holiday season by extending holiday promotions for a week into January. There are plenty of last-minute shoppers who may be traveling to see family into the new year, so capture this market by sweetening January deals with buy-one-get-ones. Deeply discount stock that did not move over the holidays and motivate shoppers to keep adding items to their carts with percentage discounts on bigger purchases. If you have an international customer base, pay attention to shopping dates and holidays across the globe and adjust your campaigns to capture this market. You should also do some research and adjust your SEO and PPC campaign keywords to attract these buyers with the words “holiday discounts,” “promotion,” and “clearance.”

Read More: 14 Things Surfing Can Teach You About Business (And Life)

2. New Year, Fresh Start

With New Year’s Resolutions on the top of everyone’s minds, customers are ready to put the old year behind them and try something new. Use display, social media and SEO campaigns with the keywords, “New,” “Improved” and “Better,” offering free downloads for user guides that showcase features and benefits. Get your website ready with pages that showcase these new product offerings, or new ways to use your products.

3. Reward, Remind and Re-market

If you have pixel tracking in place, you know what people have searched for, what they bought, whether it was a gift, and what they’re still thinking about buying. Use email, PPC and display ads to send targeted ads for product recommendations based on search history and past purchases.

Reward the customers who bought from you over the holidays with discount rates and promotions aimed directly to them. Point them to new products and give them suggestions for complementary accessories for products already purchased. Also, don’t forget to reach out to customers who have not yet completed their purchases with a time-sensitive discount for those items left in carts.

Read More: Salestech Predictions 2019: The Year Of ‘Practicing With Purpose’

4. Engage Your Social Followers

Encourage your followers to submit images or videos of them using your products and remind them to share their reviews and ratings. Leverage your loyal social audience with an exclusive Facebook, Twitter or Instagram discount, and incentivize customers to follow you on social channels with rewards and coupons. Social-only campaigns can be more effective than blanketed coupons.

5. Do Something Different

Competition is fierce, with e-commerce giants monopolizing the biggest share of the markets in multiple categories. To encourage customers to buy from you, offer something they can’t get anywhere else. Store their address, preferences and credit card information and give them one-click options. Offer a subscription model that discounts automatic re-orders. Most importantly, provide customers service at levels they won’t find among the e-commerce giants—respond quickly to product and service issues, monitor social media channels and work toward developing a supportive relationship with your customers.

Read More: 5 Ways Partnership Development Will Change In 2019

The end of the holidays does not have to mean the end of sales. Stay aggressive throughout the new year with post-holiday marketing and specials and give your customers the promise of something new and exciting for the new year to come.

As Display Overtakes Search Among High-Tech Advertisers, Is the Industry Ready?

Jill Steinhour
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As Display Overtakes Search Among High-Tech Advertisers, Is the Industry Ready?

Adobe LogoSpending on digital advertising continues to increase at a remarkable rate, with US growth projected to eclipse 18% between 2018 and 2019. While digital advertising’s ascent is no secret, it’s less recognized that specific industries are driving an outsized portion of that growth. In particular, high-tech brands — companies that focus on hardware manufacturing, software as a service (SaaS) or e-commerce — are outpacing the market in terms of digital ad spend, driven by market factors such as rapid innovation cycles and intense competition.

Read More: The Trouble with Digital Advertising Agencies

In all, high-tech marketers will spend a record $8.3 billion on digital ads this year — a 21.6% increase over 2017. How they’re allocating those budgets is especially interesting: spending on display advertising — 82% of which is transacted programmatically — is forecast to overtake search for the first time ever this year. In other words, programmatic display is supplanting search as the king of direct response advertising for high-tech marketers — a major milestone.

Of course, not everyone is a believer. A few years ago, I had a conversation with a well-regarded enterprise SaaS company, whose Director of Demand Generation revealed that programmatic display was of little use in their demand generation efforts. But the numbers suggest this experience is increasingly rare, if not an outlier.

Read More: 14 Things Surfing Can Teach You About Business (And Life)

With such growth and so much at stake, it’s worth pausing to ask: what can marketers learn from their high-tech peers, who are putting digital — and programmatic buying in particular — at the center of their ad budgets at record levels? Two best practices stand out.

Take Control over Media Buying and Customer Data

Efforts to reduce reliance on external agencies, create a better return on media investments and enable critical customer insights are motivating more companies to move toward an in-house agency model. An April 2018 IAB survey of 119 US-based brands found that 45% had moved either some or all programmatic buying functions in-house, in part to address concerns over where ads appear and also ensure a higher level of brand safety.

Bringing programmatic media buying in-house was a necessary decision for Intel. “Our biggest aha, our epiphany, was that we wanted to have a holistic view of our customer,” notes Julie Keshmiry, Intel’s Global Media Director. Assembling this holistic view can be especially important for high-tech brands that don’t typically interact directly with end-consumers, selling components in business-to-business settings or through original equipment manufacturers.

Read More: Salestech Predictions 2019: The Year Of ‘Practicing With Purpose’

Consolidate Technology Partners

Far too often, the thought of “maximizing performance” is met with actions aimed at simply reducing cost instead of improving overall performance. Focus on cost-reduction frequently takes the form of using smaller point solutions. This is less than ideal for a number of reasons, most prominently because disparate software solutions interpret the world differently and lack perfect interoperability. One tool’s definition of audience is not the same as another, for example.

The more “cooks in the kitchen” the more difficult suppression, customer journey management, measurement, and attribution become. The ability to derive customer insights across several disparate solutions becomes problematic and the results unreliable. By consolidating with a comprehensive partner that shares their goals, marketers can ensure they deliver the best results across both marketing and advertising.

Read More: One Of These 21 Personalization Tools Will Boost Your Sales

In any industry, late entrants always benefit from the hindsight of early adopters. With high-tech brands offering early insights into how to scale a meaningful programmatic digital ad strategy, there are plenty of lessons to heed.

Mattel Picks CPGToolBox to Transform Global Management of Trade Contracts and Promotions

STS News Desk
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Mattel Picks CPGToolBox to Transform Global Management of Trade Contracts and Promotions

Mattel has selected the CPGToolBox Trade Planner and Contract Planner to transform the way trade contracts and trade promotional spending are planned, managed, and analyzed with Mattel’s retailing partners around the world. As a leading global children’s entertainment company, California-based Mattel offers a portfolio of iconic franchises, including Barbie, Hot Wheels, and Fisher-Price, in more than 150 countries.

Read More:  5 Ways Partnership Development Will Change In 2019

“Mattel will quickly experience the powerful business benefits of handling their sales contracts and trade spend investments in a single closed-loop system”

In addition to providing Mattel with real-time visibility surrounding contract rebates, the CPGToolBox TPM platform will manage the promotional calendar for each of its retailing partners. By adopting one seamless, cloud-based platform powered by Salesforce, Mattel will have the ability to drive more effective forecasting, manage contract funds more efficiently, and analyze trade spend outcomes using meaningful data visualization reports.

Read More: Salestech Interview With Bob Burg, Speaker And Author, Go-Giver Movement

“Mattel will quickly experience the powerful business benefits of handling their sales contracts and trade spend investments in a single closed-loop system,” says Rick Pensa, CEO of CPGToolBox. “The company is a great addition to our client roster and we look forward to being in the toy business.”

Read More: Salestech Interview With David Booth, Co-Founder And Chief Commercial Officer, Cardinal Path

Cloud Based Video Conferencing Service, IVCi, Shares 3 Reasons Why Flexibility in Conference Room Setups Is Crucial

STS News Desk
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Cloud Based Video Conferencing Service, IVCi, Shares 3 Reasons Why Flexibility in Conference Room Setups Is Crucial

As part of their commitment to keeping businesses up to date with the latest in audio-visual technology, cloud based video conferencing service, IVCi, shares 3 reasons why flexibility in conference room setups is crucial.

With the fast pace of the modern business world, it’s important that meeting spaces are planned in a way that can grow and adapt to the needs of the office. As technology continues to advance and play a bigger role in the way we collaborate, it’s now possible to leverage cutting-edge equipment and quality design to create a conference room greater efficiency than ever before.

Listed below are just a few of the reasons why flexibility should be a major consideration when putting together an effective conference room.

Read More: Salestech Interview With Bob Burg, Speaker And Author, Go-Giver Movement

Adaptability For Every Team. It’s very rare that a meeting space will be utilized by a single group of employees and making the most of a limited area is critical – especially for small to mid-sized businesses. Taking steps to make a conference room more flexible through smart design decisions will lead to a space that allows most any employee to instantly bring their ideas to life.

At the end of the day, utility is king when it comes to creating a space that fosters collaboration. Steps like creating a totally wireless conference room and leveraging the accessibility that smart technology provides is the key to a meeting space that can change to suit the needs of a presenter or team.

Read More: Salestech Predictions 2019: Set The Bar Higher With Smarter Email Initiatives

More Effective Communication. At its core, a conference room is intended to foster communication. Audio and video conferencing have been around for quite some time, but a modern meeting space should be all about providing options. Needs and preferences for collaboration among different teams will vary, and a quality conference room should be able to roll with the punches. Steps like utilizing a cloud-based video conferencing service for a more effective and flexible platform reduces time spent dealing with technology and streamlines the communication process.

Simply put, a flexible conference room gives employees the ability to focus on the job at hand rather than interrupting the flow of a meeting to deal with the minutia of managing technology.

Cost Savings Through Efficient Design.  In the modern conference room, technology with a singular purpose takes up valuable space and resources that could be better utilized by a multi-purpose device. With effective use of technology like smart speakers, companies can save money and get an audio-visual conferencing tool with a virtual assistant included as well. Flexibility is all about having equipment that can play multiple roles in order to minimize investment and make the most of the room.

Read More: 14 Things Surfing Can Teach You About Business (And Life)

Global Technology Systems Grows Enterprise Sales Team

STS News Desk
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Global Technology Systems Grows Enterprise Sales Team

New hires focus on Batteries-as-a-Service subscriptions for retail, distribution and logistics enterprises

Global Technology Systems (GTS) announced the addition of two sales executives, Brian Riley and Lance Williams, to the company’s growing sales team. Riley and Williams will sell the recently launched Batteries-as-a-Service (BaaS) offering to retail and logistics businesses that rely on battery-powered devices.

Read More: Hootsuite Completes A Decade Of Continuous Innovation And Customer Success

“When an enterprise relies on mobile devices, batteries should be top of mind,” said Larry Murray, CEO, GTS. “But we commonly find that mobility strategies don’t include battery management. This results in an epidemic of battery and mobile device failures that can cost a company millions of dollars. Brian Riley and Lance Williams are highly experienced sales executives that will work with retail and logistics companies to solve this costly mobility problem.”

Read More: Voxpopme Appoints New Vice President Of Customer Success

The new GTS sales executives include:

  • Brian Riley, Senior Sales Executive – Riley’s primary sales focus is the new BaaS subscription program for new and existing enterprise customers. He has extensive experience as a technology solutions sales professional with early positions at Sprint, Inter-Tel, MedTouch, and Oracle, where he was a top performer.  Most recently, Riley was at IBM, where he was in the IBM 100% Club for achievements selling collaboration software solutions to medium and large businesses across diverse markets.
  • Lance Williams, Senior Account Executive – Williams has deep experience with large, complex sales and service in the retail and logistics mobility industries, a primary focus for the BaaS subscription program. He was most recently at Zebra Technologies, leading the Major Account Team and providing solutions service support for top big-box retailers and distribution centers around the world. At NCR, Williams was a Chairman’s Award Winner for sales achievement, led a multi-vendor service support team to work with more than 3,000 NCR field associates, and earned 100% of the barcode scanning business for a Walmart for 14 consecutive years.

Read More: SalesTech Interview With Scott Anschuetz, CEO, Visualize

These new hires follow the recent expansion of the sales and marketing teams and the launch of the BaaS subscription program. BaaS is the first-ever mobile-power managed-service offering, which includes on-site battery inventory analysis and removal of dangerous bad batteries by GTS staff. For as little as $0.05 per battery per shift, BaaS enables retail, transportation or logistics customers that rely on battery-powered devices to gain control over these mismanaged assets and save millions of dollars per year.

Read More: SalesTech Interview With David Buchanan, CEO At X2Engine

Infinity Launches UK’s First Conversation Analytics Suite

STS News Desk
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Infinity Launches UK’s First Conversation Analytics Suite

Infinity Tracking Ltd (“Infinity”) www.infinity.co announced the launch of its Conversation Analytics suite, becoming the first UK call intelligence company to provide these services.

“Due to the explosion of smartphones, the total number of calls that businesses are receiving is only going to go up”

Infinity clients using Conversation Analytics will be able to analyse the speech on every call they receive, and efficiently enable companies to act on these insights at scale. This will allow them to identify calls where payments were made, when specific words or scripts were used, and redact sensitive data before a call is stored.

Read More: Salestech Interview With David Booth, Co-Founder And Chief Commercial Officer, Cardinal Path

“Due to the explosion of smartphones, the total number of calls that businesses are receiving is only going to go up,” says Infinity CEO and founder Paul Walsh. “There’s so much useful insight within these calls that companies risk losing. By harnessing it responsibly, you open up exciting opportunities for marketing teams and contact centres to make meaningful, measurable improvements.”

For years, Infinity has delivered pinpoint precision on the journey that led to a call. In more recent times, they have helped clients catalogue the outcomes of a call and how the relationship progressed. Now, Conversation Analytics unlocks the wealth of undiscovered insights that are contained within every single call.

The Telegraph have been using Infinity’s Conversation Analytics suite to identify when calls to their travel partners have resulted in a booking, enabling them to forecast revenue effectively and improve their customer journey.

Read More: Salestech Predictions 2019: Set The Bar Higher With Smarter Email Initiatives

“Infinity’s Conversation Analytics suite is very flexible, the results are immediate, and we are learning things that we didn’t know before. The exciting thing is that you start to solve one issue, and you uncover many more that you can solve too, and we’re just at the start of that evolution.”

Mark Woodcock | Commercial Director – Travel, The Telegraph

Meanwhile, Flight Centre have been using the Conversation Analytics suite to help categorise the quality of calls they are receiving. This insight helps them know what aspects of their long-term website refresh are connecting with the audience they want to be reaching.

“Conversation Analytics have given us a spectacular view on what a high quality phone enquiry looks like. It makes it easy for our marketing and operations teams to isolate certain types of enquiry that we want to understand more about.”

Read More: 14 Things Surfing Can Teach You About Business (And Life)

SalesTech Interview With Julie Bregen, Head of Global Sales Enablement, ValueSelling Associates

Sudipto Ghosh
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SalesTech Interview With Julie Bregen, Head of Global Sales Enablement, ValueSelling Associates
Tell us about your role at the company and the team you handle.

I’m in a newly developed role at ValueSelling Associates, leading growth and success initiatives for the company. Our team of Associates — all sophisticated, tenured sales experts — trains leading enterprise companies with the ValueSelling Framework sales methodology. Therefore, staying on top of the technology map is incredibly important for each associate.

What was the biggest attraction for you at Dreamforce 2018?

I attend Dreamforce to focus specifically on content management technology and Salesforce Lightning. As part of my focus to grow the company, I need to source software that makes life easier for new associates and will be adopted by my tenured team. I spent time learning more about Einstein Analytics and cruising the Expo floor.

Read More: How to Build a World-Class B2B Sales Team

Which sections of the event particularly kept you busy?

The hands-on training is particularly interesting to me as I came up to speed on Lightning. I had planned about spending more time in Trailhead to ask questions and get some hands-on experience.

Do you see Salesforce changing the tech-equation with diverse acquisitions and new product launches?

I think the Apple partnership is very exciting. Being able to speak to Siri to update notes and tasks could drive higher adoption for all users.

How do Salesforce trends and technology impact your business?

Internally, Salesforce is a central focus because it’s becoming easier to create data with their new integrations. I believe the Winter ’19 Outlook integration is going to be very exciting for my team. No one wants to input data. They want data to automagically appear. On the client side, we offer a ValueSelling solution that integrates with Salesforce, giving clarity to opportunity pipelines for sales teams and sales managers. We must stay on par with market demand to play a significant role in our customers’ sales success.

How do you plan to extend the benefits of Dreamforce to your employees, customers and technology partners?

Glad you asked!

I presented my findings from Dreamforce at our annual company meeting. I seek our associates’ advice for leveraging these tools and ideas within our internal business as well as with our customers.

Read Also: NewVoiceMedia Announces Winners of The CONVO Awards 2018

What are your thoughts on Adobe buying Marketo for $4.75 billion?

Adobe has enormous foresight. The trend I started to see, as I researched a new content management solution, was the tie-in to prospecting. This cross section of content, data, prospecting, and a B2B sales experience is an exciting one.

How do you see Marketing and Sales operations evolving with the availability and maturity of better intelligence and reporting tools?

I’m happy to say that my VP of Marketing and I are working closely together to ensure that our efforts are aligned. The new insights into our marketing efforts allow us to spend time more efficiently. I look forward to incorporating more metrics into our 2019 strategies and initiatives.

How much of that impacts your own work at your company?

It has numerous impacts: from ramping new associates to launching new lead generation initiatives to understanding the ROI on our technology stack.

Would you provide us your take on turning AI-driven and enabled by 2020?

My first experience with AI was while I was at Rosetta Stone. AI was very new, and I was given a project to build an AI persona and teach it a new language. I taught it German vocabulary; although our conversations were short as it only learned about 200 words.

“Gut Gemacht!” (“Well done!”) When I was at ChatLingual, we used Natural Language Processing. I was able to work with the IBM Watson team and learned a lot about the set up required. My prediction is that we will not hit it in 2020, but perhaps by 2022.

Read More: SalesTech Interview With John Dent, VP of Customer Operations, at RollWorks

An inspiring quote from past editions of Dreamforce that you have ever heard?

I like what Jessica Alba said, “I don’t know,” is no longer an acceptable answer.”

Thank You, Julie, for answering all our questions. We hope to see you again, soon.

About ValueSelling Associates

ValueSelling Associates is the creator of the ValueSelling Framework®, a proven formula for accelerating sales results. The ValueSelling methodology makes complex selling simple. This straightforward and practical approach enables your team to grow revenue, improve margins, and increase productivity. Since 1991, leading sales organizations have chosen ValueSelling for customized training, reinforcement tools, and consulting services that deliver measurable results. The ValueSelling Framework—it works.

About Julie

Bill Hu joined Certain from Layer––a provider of messaging software for apps––where he served as the vice president of sales, leading go-to-market sales strategies and tripling revenue growth in one year. Before Layer, Hu was the regional vice president of sales at Gainsight, and director of sales for cloud-based sales performance management software company Xactly, where he led the highest performing team, helping drive company growth from $5M to $75M in annual recurring revenue. As a first step in moving Certain’s sales strategy forward, Hu plans to expand the sales team and welcome additional enterprise representatives to build the organization to scale.

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