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Informatica’s Small Steps Using Buyer Intent Data Culminate in Huge Sales Success

Informatica
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Informatica’s Small Steps Using Buyer Intent Data Culminate in Huge Sales Success

The world’s leader in enterprise cloud data management saw significant and sustained improvement in new customer acquisition by gradually deepening the integration of intent data with its Sales and Marketing.  

informaticaInformatica, the world’s leader in enterprise cloud data management, wanted to infuse its account-based marketing strategy with buyer intent data. Rather than spending months of prep time to reconfigure sales and marketing around the new data source, the company started simple and jumped right in – and saw immediate results. Over the following months, Informatica increased its investment and further integrated the data into its holistic strategy.

Phase 1: Sales Works Off Weekly Reports

Informatica partnered with Bombora, a B2B data company that tracks the content consumption of almost 4,000+ product and service topics happening within 2.8 million businesses. Spikes in content consumption on certain topics signal that key influencers and buyers in a company are researching prior to buying and, thus, are more likely to be receptive to sales and marketing outreach.

Informatica started simply with a weekly spreadsheet. The company identified key topics and competitors’ names that, when researched, signal a prospect is interested in Informatica’s products and services. On a weekly basis, Bombora identified companies consuming more information around these topics and passed that list to the Informatica sales team. Those companies were prioritized for sales outreach. During its pilot program with Bombora data, Informatica used intent data to create opportunities among previously uncontacted companies that added more than $500,000 to its pipeline.

Read More:  Sales Call Analytics Is the Difference Between Winning and Losing Customers

Phase 2: Prospects Categorized by Customer Journey

Encouraged by these early results, Informatica went further. The company identified four types of customers with distinct interests in Informatica products, and it worked with Bombora to transform its single weekly reports into four more-detailed reports that identified prospects according to their customer journey. The sales team used this added level of granularity to further tailor outreach to prospects.

Read More: Interview with Sandie Overtveld, Vice President Sales, APAC at Zendesk

Phase 3: Intent Data Integrated with Partner Insights

For the next step on its ABM journey, Informatica integrated Bombora’s intent data with insights from Lattice Engines, a partner that provides Informatica with lists of high-fit prospects that are lookalikes of its best customers. Bombora began using these lists to inform its four weekly reports. With this integration, Bombora’s reports segment in-market prospects not only by customer journey but also by their level of fit for Informatica’s products and services.

Read More: Interview with Anil Kaul, CEO at Absolutdata

Phase 4: Website Traffic Informs Intent Reports

Following the integration with Lattice Engines’ insights, Informatica further informed its ABM strategy with traffic data from its own website. The company placed a tag on its site that allows Bombora to identify the companies that are visiting Informatica’s website – an ultimate signal of intent.

The result: Every week, Informatica receives prospect lists from Bombora that feature:

  • Companies actively researching Informatica’s key topics
  • The customer journey stage that applies to each prospect
  • Prioritization of the prospects that represent the best fit for Informatica’s products and services
  • Further prioritization of the high-fit prospects that are visiting Informatica’s site to learn about its offerings

Read More: Why Delivering ABM-Focused Conversations at Scale to Your Customers Matters in the Buying Process

Phase 5: Sales and Marketing Align Around Intent

Now that Informatica has integrated and aligned sales around intent data, it is taking the next logical step: extending intent insights to its Marketing. The company is implementing an integrated Sales and Marketing approach in which messaging to active prospects (as identified above) is tailored according to their demonstrated interests. This custom messaging happens not only through paid programs on LinkedIn and Facebook but also through personalization on Informatica’s own site. Beyond sales lift, the company is now seeing greater cost efficiency in its customer acquisition. On LinkedIn alone, Informatica’s cost per quality lead has been reduced by 54 percent.

Informatica’s gradual approach to intent data integration has driven improvements in customer acquisition with each new phase of implementation. As Informatica’s journey demonstrates, companies need not reconfigure their entire sales process up front to realize value from intent data. An iterative approach can lead to wins every step of the way.

Read More: Decoding The Current State of SDR Automation Platform Powered by AI

Deloitte Awards Jedox AG as “Technology Fast 50”-Star

STS News Desk
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Deloitte Awards Jedox AG as “Technology Fast 50”-Star

Jedox, a leading vendor of Enterprise Planning and Business Intelligence software solutions, got honored for its outperforming business success and growth by Deloitte’s “Technology Fast 50-award”. Jedox is officially confirmed to be one of the fastest-growing tech companies, located in Germany and spanning a worldwide business. The stability of Jedox’s business success is confirmed by receiving this award for the second time in a row. The winners were announced at a festive awards ceremony on 8 November 2018 in Cologne.

“Numerous strongly growing companies from Germany have positioned themselves in future-oriented fields of technology in recent years. This is due to entrepreneurs, who have managed to consistently pursue their visions with a willingness to take risks and an entrepreneurial spirit,” explains Dr. Andreas Gentner, Partner and Head of Technology, Media & Telecommunications EMEA at Deloitte.

Being honored for the second time in a row as the fastest growing company demonstrates undeniable customer value and business success. We are meeting high demands of our dynamic, fast-growing industry and support with our offices in Boston, Singapore, Paris and Melbourne the digitalization around the world”, emphasizes Bernd Eisenblätter, Chief Sales Officer of Jedox AG.

Bernd added, “The Technology Fast 50 Award confirms our ease of use focus in combination with a deployment model that allows customers shorten the time to value for optimizing enterprise-wide planning, reporting, and analysis processes.”

The competition Deloitte “Technology Fast 50” was launched in the USA in 1995 and has since then developed into an international initiative, which is introduced in more countries all over the globe every year. Awarded companies are measured by the average growth of the past four years and technologies developed in-house. Besides its fast growth, Jedox was awarded for its intuitive Jedox platform and the associated proactive contribution to the design of digitization.

Jedox simplifies planning, analysis, and reporting with one unified and cloud-based software suite. Jedox empowers decision makers and business users across all departments and helps them work smarter, streamline business collaboration, and make insight-based decisions with confidence. Over 2,300 organizations in 140 countries use Jedox for real-time planning on the web, in the cloud, and on any device. Jedox is a leading Enterprise Planning and Corporate Performance Management solution provider with offices on four continents and with over 200 certified business partners.

LinkedIn Sales Navigator Integration is the Latest Addition to Zoom App Marketplace

STS News Desk
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LinkedIn Sales Navigator Integration is the Latest Addition to Zoom App Marketplace
New Zoom App Integration Would Enable Users to Easily Build Connections and Find Customer Touchpoints

Zoom Video Communications, Inc. has announced its integration with LinkedIn’s Sales Navigator Application Platform (SNAP), which allows Zoom meeting participants to instantly see each other’s LinkedIn Sales Navigator profiles within the Zoom user interface without data transfer. This integration makes it easy to establish and grow prospect and customer relationships with essential information available at one’s fingertips without having to leave the Zoom meeting.

Read Also: All-New Act! CRM Introduces Powerful Marketing Automation…

The Zoom account administrator pre-approves the integration and the Zoom user installs it. The user will then see a LinkedIn icon next to each meeting participant’s name in the Participants list. Clicking on the icon will bring up a window displaying information from LinkedIn Sales Navigator, including their profile, shared connections, and recent activity. The service uses the participant’s email and name to match to their LinkedIn Sales Navigator profile.

What Is Digital Transformation; And What It Isn’t!!!

“This integration adds a tremendous value to Zoom, as it allows our users to connect on a deeper level with their customers during the meeting. It’s an honor to partner with LinkedIn Sales Solutions to utilize the world’s largest professional network of more than 590 million members they have built,” said Thiya Ramalingam, head of platforms for Zoom.

“Our sales team has seen incredible success with Zoom,” said Ted Blosser, head of growth at Workramp.

Ted added, “Zoom’s easy, quick-to-join, and reliable video experience enables our sales team to make more calls, connect more deeply with their prospects and customers, and close larger deals faster. We’re excited about what the new integration with LinkedIn Sales Navigator will bring to our team – giving them more information, faster – from a network they already use every day and trust.”

The Zoom integration with LinkedIn Sales Navigator is now available on the Zoom App Marketplace. Use of the integration requires both a Zoom account and a LinkedIn Sales Navigator Team or Enterprise license.

Zoom is the leader in modern enterprise video communications, with an easy, reliable cloud platform for video and audio conferencing, collaboration, chat, and webinars across mobile devices, desktops, telephones, and room systems. Zoom Rooms, the leading software-based conference room solution, features video and audio conferencing, wireless content sharing, and integrated calendaring running on off-the-shelf hardware.

Recommended: Dreamforce with Jason Loh, Global Head of Sales Solutions at Anaplan

SignaPay Launches Mobile Sales App for PayLo Partners

STS News Desk
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SignaPay Launches Mobile Sales App for PayLo Partners
Cash Discount Promotion Goes Mobile with Dynamic New Field Sales Tool

SignaPay, a leading merchant services and payment solutions provider and creator of the PayLo Cash Discount product, is proud to introduce a new mobile sales app for Apple and Android devices. SignaPay™ is dedicated to their partners and merchants and is committed to forging strong client relationships by providing best in class services and solutions.

Read Also: Google Marketing Platform May End ‘Church and State’ Separation in Programmatic. (Here’s…

The App, called PayLo Mobile Sales, has a comprehensive field toolkit complete with a digital merchant application, quick quote generator, savings calculator and a suite of marketing materials right at an agent’s fingertips.  Partners will be able to quickly display and send presentations, sales videos, and brochures as well as order custom marketing collateral directly from the app. All content comes in both English and Spanish versions to appeal to a wider market.

PayLo, the first legally vetted cash discount program, allows merchants to offset their credit card processing costs by applying a small customer service charge to each sale that is made and is removed if a customer pays with cash or gift card. It is currently available nationwide in all 50 states.

“We are excited about the launch of PayLo Mobile Sales and are confident it will help further aid our partners selling the PayLo Cash Discount Program. This all-inclusive app is an excellent resource for all things related to PayLo in one robust app,” said CEO of SignaPay, John Martillo.

For a more personalized experience, the app includes a PayLo quote link generator, which allows partners to create links to forms that will already have their contact information and pricing in place and can be used ad-hock or placed on their website to generate leads.

Read Also: Dreamforce With Chris Hays, VP Of Business Development And Operations, DiscoverOrg

“The addition of the new mobile PayLo application will allow our partners to obtain all PayLo collateral, forms, and applications directly on their phone, iPad or laptop. This solution will be a great asset for our partners to have 24/7 access to everything they need to market PayLo to merchants and will help further push their sales growth,” said VP of Sales, Matt Nern.

Founded in Irving Texas in 2007, SignaPay™ offers a complete menu of payment solutions for merchants including credit card and debit card processing, payment gateway integration, fraud prevention, customer loyalty, analytics software as well as equipment including mobile and point of sale systems.

Recommended: Votacall Adds Speech Enabled Call Center To The Chitchat SaaS Speech Suite

Cisco Transforms Cloud Calling and Huddle Spaces

STS News Desk
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Cisco Transforms Cloud Calling and Huddle Spaces

Whether you need to make a simple phone call or communicate, share and co-create across time zones to make that deadline, Cisco® collaboration provides the cloud services and products you need. And we do it in a way that your IT team can scale, and your company can afford. To help you get great work done, today we’re announcing major innovations in cloud calling and team collaboration.

Cloud Calling: Bringing the Best to You Through Service Providers

Companies want to move their phone calls to the cloud, but not at the expense of call clarity and features.

Read Also: Act-On Announces Continued Growth and Industry Expert, Customer Recognition

Cisco has long been the leader in the UC market when it comes to on-premise and hybrid models. And as noted by Synergy Research, our acquisition of BroadSoft made us a leader in cloud, too. We want to help IT leaders decide if moving to the cloud is right for them—and if it is, we want to help them do it with confidence.

To that end, here is what we are announcing:

Webex Teams now has a full PBX. It’s UC on steroids, available through service providers.
Cisco BroadCloud™ Calling is a phone system in the cloud. It has all the benefits of a traditional enterprise PBX without the hassles. Today we’re announcing it is now available with Cisco Webex™ Teams through service providers. Think of it as “UC on steroids”—world-class calling, meetings and team collaboration from one of the most trusted names in the business. We built it to address the needs of companies with 100 or more employees.

We’re Adding BroadCloud Calling to the Flex Plan—and It Is Available Through Service Providers

Buying should be simple and with the Cisco Collaboration Flex® Plan, it is. It lets companies pay a simple subscription fee for all the collaboration tools they need. They can choose to deploy on-premise, in the cloud, or mix and match— and change their mind on that mix at any time.

Today, we are adding Cisco BroadCloud Calling as a new calling option in the plan. Service providers can now create a complete collaboration solution to help midsize businesses and enterprises move to the cloud faster.

Initially available through six service providers in the US (including NWN and Orange), it will be expanding to support global locations across 19 countries in 2018, with continued expansion continuing through 2019 and beyond.* They provide customers the network services and deliver the collaboration tools in one simple package.

We’re delivering a new calling app that service providers and their customers will love. 

The Cisco Calling App has all the features you expect—like mute, park, transfer and click to dial—plus some extras that set it apart from the pack. For instance, want to do high definition video calls? The app can do that. Or want to make a business call from your mobile device using the cellular data network while displaying your published business phone number?

The app can do that, too. And it’s integrated with your Outlook and enterprise directory, making it easy to find colleagues through a simple search. Service providers who sell BroadCloud Calling while using the Flex Plan can private-label the app.

Easy to Buy, Easy to Pay

Today we make it simpler for service providers to bundle all calling and collaboration applications (like Webex™ Meetings), devices, and network services into one easy-to-order package—with one streamlined bill.

Team collaboration: We’re making the huddle space so great you may never want to leave it.
These days, cubicles are “out” and open workspaces are “in”. That means workers often seek out so-called huddle spaces to work with their small teams. About 25 million huddle spaces exist today**—and that number keeps growing.

These smaller spaces provide a great place to meet, but they often lack great technology. Went to a whiteboard, share your draft of that big presentation, maybe ask your remote colleague for her feedback? Good luck. Most huddle spaces are ill-equipped for such tasks. Want a consistent experience in the huddle space, the conference room, and on your mobile device? Unlikely. It’s no wonder that nearly four out of five workers say they are frustrated.

At Cisco, we want to change that. We want you to have the technology you need to share content, communicate clearly, and co-create. We want IT to be able to deploy, manage and scale these spaces with ease. And we want your company to be able to afford to make these spaces great—whether you need a handful or thousands of them. And we want you to have a consistent experience.

Here’s how we are doing just that. 

If you need a space where a team of up to five people can meet with remote colleagues and share content, the brand-new Webex Room Kit Mini™ might be a perfect choice. It is custom-made for smaller spaces but is packed with incredible AI, cameras, and microphones for an experience like the one you get with our bigger systems. It “wakes up” when you enter the room. It fine-tunes the video so everyone in the space can be seen by people on the far end. If you have a huddle space where people mainly want to a whiteboard and co-create, the Webex Board 55™ is the solution. It is newly enhanced with features teams asked for—like pinch and zoom.

Tired of standing over someone’s shoulder to see what’s on their laptop screen? Webex Share™ can help with that. It’s a palm-sized adapter that works with Webex Meetings and Webex Teams to turn any TV or screen into a presentation device.  No dongles or cables needed—just one click and you’re sharing.

Do we really need more huddle spaces on the third floor? And if so, would it make sense to turn that large conference room into several huddle spaces? Which spaces are the most popular in Sydney?

Our AI and analytics can answer such questions—giving you the data you need to make good decisions. In fact, we’re the only vendor to do this natively. This is key for real estate executives, who until today had no easy way to get such data. Now they will be able to meet user’s needs and drive efficiency in real estate costs. At the same time, our diagnostics give IT rich detail that will help them troubleshoot and manage with ease. And with Cisco huddle spaces, there are far fewer management points—only one for every three you’d have with other vendor solutions. Other vendors give you 66 percent more hassle and headache.

“Whether you’re placing a call or huddling with your team, it’s our mission to give you the most secure, reliable and awesome collaboration tools to get the job done,” said Amy Chang, SVP and GM, Collaboration Technology Group, Cisco.

Amy added, “The service provider channel gives us an incredible opportunity to get these tools to more teams, and I can’t wait to see what we’ll accomplish together.”

Orange Business Services, Sam Nchinda, VP Orange Solutions Americas, said, “Orange Business Services is delighted to continue to partner with Cisco in the growing mid-market and large enterprise Collaboration market segment. We like the simplicity of the Cisco Collaboration Flex Plan subscription model. It allows us to offer one package that includes all the essential communications ingredients needed by these enterprises. Our customers no longer want to deal with the complexity and costs of on-premises technology, and many are ready to move their technology to the cloud. We now have an opportunity to help them through this transition, while providing them with the financial and business advantages of the Cisco leading Edge solution set.”

WWT, Joe Berger, Practice Director, said, “As we talk with customers, more and more they are asking for ways to enable their employees to be more productive in different types of spaces. What we (WWT) love about the Cisco Huddle room portfolio is that it enables businesses to use these spaces more effectively. The Room Kit Mini will enable all of those smaller rooms to leverage audio, video calling and content sharing while providing the same joining experience many customers are used to in the larger meeting rooms. The Webex Share gets rid of multiple cables and dongles found in most rooms and allows for easy wireless content sharing, plus the ability to schedule and manage those spaces. Not to be overlooked, Cisco’s expanded portfolio now allows Facilities and IT to measure Huddle space utilization. Because these devices are managed by the same tools as the larger rooms, Facilities can more accurately determine ROI and IT/HR get insight into employee behaviors.”

(Editor’s Note: This News was syndicated from Cisco’s Newsroom)

CallMiner Recognizes Customer Achievements at LISTEN 2018 and Completes a Successful 10th Annual Customer Conference

Sudipto Ghosh
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CallMiner Recognizes Customer Achievements at LISTEN 2018 and Completes a Successful 10th Annual Customer Conference
Annual user conference highlights customer engagement analytics use cases and provides education and networking opportunities for attendees.

CallMiner, the leading platform provider of award-winning speech and customer engagement analytics, announced that it honored three customers with LISTEN Awards for their achievements in speech analytics success at its annual user conference held between 23-25 October.
LISTEN 2018 awards were presented to customer engagement analytics users whose efforts had a direct impact on improving business results for their companies.

Quentin (Quinn) Burrell, Business Analyst at financial services provider First Associates, received one of the prestigious LISTEN Awards for his efforts in spearheading implementation of the automated CallMiner Eureka agent scoring system. With this implementation, the team realized impressive improvements in key metrics associated with First Associates’ business objectives such as 25% improvement in call verification and 20% increase in payment collection rates. Additionally, Quinn and his associate Matt Lurie won the inaugural Hackathon award for their leading work in developing an advanced First Call Resolution category.

Read Also: Unbabel and Zendesk Announce Chat Integration to Remove Pain Points in Customer Service

Award Was a Culmination of the Entire Encore Team’s Efforts in Understanding Consumers, Their Interactions and Operational Processes

CallMiner’s second LISTEN Award winner was Pulkit Jain, Manager of Business Information Analytics at financial services provider Encore Capital Group, in recognition of his groundbreaking work leveraging consumer interaction data to create robotic call simulators along with driving dramatic improvements in TCPA consent rates and 90% reduction of manual PCI intervention.

The award was a culmination of the entire Encore team’s efforts in understanding consumers, their interactions and operational processes to create the code and underlying work that supports product development.

The third recipient of the 2018 LISTEN Award was Marvie Wright, Director of Leadership and Sales Training at marketing and customer engagement solution provider Dialog Direct for developing and implementing their client-focused sales training program powered by speech analytics, which continues to drive sustained improvements to their sales efforts including 10% increase in close rates and 8% improvement in quality scores.

“Each year we are blown away by the business impact and innovation highlighted in the submissions for LISTEN Awards,” said Scott Kendrick, Vice President of Marketing at CallMiner.

Scott added, “It’s a challenge to select three winners with the amazing results achieved by all nominees. We love to recognize our customers in this way and allow them to share their speech analytics journey with the rest of our CallMiner users. The collaborative atmosphere of the LISTEN conference is the perfect venue to highlight their success and allow others to learn from it and take ideas back to their companies.”

This year’s event was host to 300 customer engagement professionals and featured over 50 sessions, with 80% of the content presented by users of speech analytics, sharing best practices, lessons learned, and results.

“The sessions are focused on actionable learning and ways to use CallMiner to improve your business,” said Jannet Zamora, Vice President of Communications at First Associates.

Jannet added, “We value that the event is truly a forum to exchange ideas and collaborate on new innovation in our respective industries.”

Google Marketing Platform May End ‘Church and State’ Separation in Programmatic. (Here’s Why…

Rosemary Bennett, Senior Vice President of Strategic Accounts of Sitel Group, said, “What I love about this is that it’s not just a conference and a place to learn, it’s a community. I really believe there is something going on here where users are really supportive of each other and willing to share best practices.”

LISTEN 2018 sponsors included: Platinum – Nuance and Sitel Group; Gold – Aspect, Five9, TCN, Contact Center Compliance, Authority Software, nGUVU; Silver – KirkpatrickPrice, LiveVox, GM Voices, Co-Nexus, and Ember.

Read Also: Worksoft Sees Major Shift to SAP® S/4HANA

Currently, CallMiner empowers organizations of any size to extract and take action on intelligence from customer interactions for improving customer experience, sales, marketing, and compliance, as well as agent and customer engagement center performance. Highlighted by multiple customer achievement awards, including eight Speech Technology implementation awards in the past six years, CallMiner was recently named a leader in the industry analyst report Forrester New Wave: AI-Fueled Speech Analytics Solutions, Q2 2018.

Recommended: What Is Digital Transformation; And What It Isn’t!!!

Jifflenow Announces Jifflenow Event Meetings and Related Add-on Products

STS News Desk
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Jifflenow Announces Jifflenow Event Meetings and Related Add-on Products
Jifflenow Event Meetings automates the scheduling, management and analysis of strategic B2B meetings   

Jifflenow, the world’s leading Meeting Automation Platform (MAP) provider, announced major enhancements to its flagship product offering, Jifflenow Event Meetings, with a number of add-on products that eliminate manual, error-prone event meeting management currently hindering enterprises across all industries worldwide. The announcement follows the release of a report by Aragon Research identifying MAP software as a fast-emerging category of enterprise technology and Jifflenow’s leading position within it. By the end of 2021, Aragon Research predicts 50 percent of large enterprises will have a MAP initiative underway or fully implemented.

“Enterprises are looking beyond lead generation at events and have been asking for solutions to influence revenue opportunities by increasing the number and quality of strategic B2B meetings,” said Hari Shetty, Jifflenow founder and CEO.

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Hari added, “We have observed implementing MAP software like Jifflenow Event Meetings increases the volume of B2B meetings between 40 to 200 percent for enterprise customers.”

Jifflenow Event Meetings is a secure, cloud-based enterprise-class MAP that enables global enterprises to automate the scheduling, management and analysis of all strategic B2B meetings. The platform enables event professionals to deliver better business results by increasing the number of meetings with prospects, customers, partners, investors and more to boost event ROI and improve resource utilization.

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Jifflenow seamlessly integrates with Salesforce, Marketo, event registration and badge scanning software to streamline the entire event process.

Jifflenow is the world’s leading Meeting Automation Platform (MAP) that helps enterprises accelerate business growth by automating the scheduling, management, and analysis of strategic meetings at events, briefing centers, roadshows, executive sessions, and training forums.

Jifflenow has launched the following add-ons to improve event workflows and reporting:

  • Jifflenow Staff Scheduler organizes the management of hundreds of staff resources at events through the ability to create agendas, manage workgroups and schedule staff to activities and locations.
  • Jifflenow Mobile App, available in the Apple App Store and Google Play, brings Jifflenow’s key features to iOS and Android devices to schedule and manage meetings on-the-go or on the show floor.

Jifflenow Meeting Insights provides an analytics dashboard for in-depth reporting on influenced revenue by an event, room utilization, leaderboards, trending topics, total hours in meetings and more.

“Jifflenow took my team from spreadsheets and calendar conflicts to an automated, quick and easy process of scheduling and managing sales meetings,” said Michele Feria, Senior Global Marketing Manager at Silicon Labs.

Michele added, “Jifflenow has saved my Sales and Marketing teams many hours of time and stress. Jifflenow Event Meetings is easy to use, requires little training and the on-demand reporting feature allows us to track ROI.”

Jifflenow, based in San Jose, Calif., is trusted by a growing roster of hundreds of the biggest enterprises in industries like technology, telecom, financial services, and healthcare. Jifflenow enables customers to manage thousands of strategic meetings every day.

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Google Marketing Platform May End ‘Church and State’ Separation in Programmatic. (Here’s Why That’s Okay.)

Greg Sobiech
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Google Marketing Platform May End ‘Church and State’ Separation in Programmatic. (Here’s Why That’s Okay.)

delvedeeperLast month, Google surprised the adtech world by rebranding AdWords and merging two of its best-known brands — DoubleClick and Google Analytics — into what it now calls the Google Marketing Platform (GMP).

The move is a sign of how dramatically digital marketing has changed over the last few years.

Google first launched its cash-cow AdWords product in 2000, four years before Facebook arrived on the scene and seven before Twitter and the iPhone. It acquired Urchin in 2005, rebranding it to Google Analytics, and grabbed up YouTube in 2006, DoubleClick in 2007, and Invite Media in 2010, adding a display bidding exchange to its portfolio.

Hardly haphazard acquisitions, Google’s roadmap led squarely to this moment.

Read More: Interview with Sandie Overtveld, Vice President Sales, APAC at Zendesk

Rethinking Search

According to eMarketer, 2017 was the first year investments in display advertising exceeded those in Search. In other words, money shifted away from AdWords, which represents roughly 70 percent of Google’s annual advertising revenue, and toward video and other rich-media display formats.

Search clearly remains vital to Google’s strategy, but the company has had to adapt to new realities. It has renamed DoubleClick Search to Search Ads 360 and enabled both Google and Bing ads to be managed from the same platform using algorithms not before available in AdWords. It has also divvied up AdWords into Google Ads (for SMBs) and Search Ads 360 (for enterprise) and integrated DoubleClick with Google Analytics 360. These are all nods to the shift in marketing budgets from TV to online, the emergence of social media as a primary channel, and the ability to track conversion rates and measure ROI across all channels.

Read More: Interview with Anil Kaul, CEO at Absolutdata

The End of ‘Church and State’

A major implication of these shifts is that it effectively ends the traditional separation between media and analytics (commonly known in adtech as church and state).

In the past, it made sense that brands wanted to maintain a clear separation between the people who buy the media and those who measure its effectiveness – preventing the problem of ‘grading your own paper.’ With sizeable marketing budgets at stake, you want a team that can independently and objectively measure the ROI from media investments without any conflict of interest or alternative agendas.

With the arrival of the all-in-one GMP, this clear demarcation is gone. However, there is every indication that GMP has enough inherent transparency to reassure stakeholders and prevent conflicts. Just as important, GMP offers marketers much-needed tools for embracing the customer journey, attribution, and audience activation.

GMP offers two key features that effectively obviate the need for separation between media and analytics:

Checks and balances in media allocation.

Media traders and analysts alike can connect the search or display modules to analytics inside GMP, allowing everyone to view cost, impression, click, conversion, and ROI data and run different scenarios.

Advanced analytics for a complex media landscape.

As the customer journey grows increasingly intricate, accurately measuring ROI across multiple platforms and channels becomes an even greater challenge.

GMP will also enable marketers to address some of the complexity and risk of juggling multiple partners to manage buying and reporting in separate silos. The world of digital marketing has become too complex and fast moving for walls to remain between media and analytics.

Read More: Why Delivering ABM-Focused Conversations at Scale to Your Customers Matters in the Buying Process

What’s Next?

GMP’s unified reporting tools make it easier for marketers to measure post-click and post-view impact from the programmatic display or video ads. In the past, programmatic analytics tools could only measure post-click value, often using a last-click attribution model and thus undercounting programmatic’s contribution.

That ability to see the full value of programmatic display or video (including post-view and post-click conversions and revenue) is a significant benefit of GMP.

The confluence of capabilities that enabled Google to launch GMP positions the tech giant well for a future where media and analytics are merged, silos give way to omnichannel marketing, and the audience is king. Advertisers, agencies, and publishers will have to adapt to and embrace this new reality.

Read More: Decoding The Current State of SDR Automation Platform Powered by AI

Zendesk Sunshine Arrives to Add Personalization and Flexibility to CRMs

Sudipto Ghosh
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Zendesk Sunshine Arrives to Add Personalization and Flexibility to CRMs

Built on Amazon Web Services, Zendesk Sunshine Seamlessly Connects and Understands Customer Data—Wherever It Lives

Today, Zendesk, Inc. launched Sunshine, an open and flexible customer relationship management (CRM) platform built completely in the public cloud on Amazon Web Services, Inc. (AWS). Zendesk Sunshine enables businesses to connect and understand all their customer data, wherever it lives and gives their developers the ability to build and deploy customer apps and services faster.

More on CRMs: All-New Act! CRM Introduces Powerful Marketing Automation Built For Small Business Success

Sunshine is built entirely on open standards, with the security, scalability and reliability of AWS built into its core.

Zendesk launched Sunshine, as well as a new sales force automation tool, Zendesk Sell, and the data analytics product, Zendesk Explore, at its global user conference, Relate 2018, taking place this week in San Francisco.

Read Also: Remedi SeniorCare Taps Jared Romine as VP of Sales — West Division

A New CRM Platform for Evolving Customer Experiences

Businesses are trying to keep up with customers’ changing expectations, but are being held back by legacy technology. Traditional CRM platforms force companies into proprietary technologies that limit their view of customers and make it difficult to connect customer data spread across internal and external systems and services. At the same time, these closed CRM tools are directly at odds with developers’ need for flexibility and freedom.

“It’s time to break free from CRM platforms that think they’re the center of the universe and lock you into an outdated view of the world,” said Mikkel Svane, Zendesk founder and CEO.

Mikkel added, “We built Sunshine to shed light on the many different dimensions of customers and their data while giving developers the freedom to build the way they want in the public cloud.”

Zendesk Sunshine
Zendesk Sunshine

“The Zendesk platform gives us the ability to adapt to our customers’ changing needs and expectations,” said Gerardo Soto, director of innovation at Stanley Black & Decker.

Gerardo added, “Our developers also see tremendous value in the possibility of using the open source tools they already know and love on AWS, which would ultimately serve our customers and the business better.”

Read More: Worksoft Sees Major Shift to SAP® S/4HANA

According to the Gartner report, The Eight Building Blocks of CRM: Information and Insights published in February 2018, “Customer information and insight is the lifeblood of successful CRM systems and is essential for superior customer engagement. Relevant customer data can power, among other things, customer service interactions, personalization, marketing campaigns, field sales opportunities, lead management, social interactions and cross-sell/upsell activities.”

Introducing Zendesk Sell and Integration with Sunshine

Today, the company also announced the launch of Zendesk Sell, a new Sales Force Automation (SFA) tool built to enhance productivity, processes, and pipeline visibility for sales teams. Sell marks the first step in integrating SFA software into the Zendesk family of products.

With Sell, information will be able to flow seamlessly between support and sales on the Sunshine CRM platform, resulting in a single conversation with customers and better alignment between teams.

Sunshine Capabilities

Today, Sunshine launches with powerful capabilities including Profiles, Events and Custom Objects that allow customers to store and connect to all their customer data.

With Profiles, businesses can create a single, unified view of the customer across all applications. Using Events, companies can capture any customer activity such as customer service interactions, website visits, purchase transactions, and shipping history in a historical timeline. Custom Objects allows companies to collect additional relevant information like products owned, equipment rented, or even telemetrics from a connected car from outside sources, then store this data directly within Zendesk.

With this information, customers can use Sunshine to not only create a complete picture of their customer but also model the relationship customers have with the data and the business.

Introducing Zendesk Explore

As data and analytics become increasingly important to how businesses build and scale personal, connected experiences for their customers, Zendesk also announced the general availability of its data analytics tool, Explore.

Integrating seamlessly with all of its products, Zendesk Explore makes it easier for companies to see and analyze data across all Zendesk support channels.

With Explore, businesses can now get a single view of the customer across all teams and channels so they can focus on measuring and improving the experience they deliver.

Recommended: Understanding the Value of Journey Optimization Through Use Cases

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