thomas.wieberneit@aheadcrm.co.nz
How to make Hyperpersonalization work

How to make Hyperpersonalization work

One of the most overused buzzwords these days is „hyperpersonalization“. But, apart from the hyperbole around it – pun definitely intended – there are a lot of questions around this term, starting from, what is it? What is the purpose? Does it work at all? Does it have one or is it just a fad? After all, we know personalization since the early 80s, just that we called it 1:1 marketing then. Of course, we didn’t have the technology then to scale it, which is definitely something that we do have now. On the other hand, improving technology is faced by an increased desire for privacy, which is at odds with what hyperpersonalization, personalization in general, stands for.  This blog post is based upon a CXChangersTalk that I had with CRM industry analyst Marshall Lager, who observes and shapes the industry since 2004 in various dependent and independent roles, most notably atCRM Magazine, G2 and Informa. In his words, hyperpersonalization “doesn’t go away and evolves constantly.” And, of course, it doesn’t always work! Marshall explains that one of the main reasons for this is that not every business has the right idea of what personalization, let alone hyperpersonalization, is. He continues that “To some, putting somebody’s personal name in an e-mail or in an ad on Facebook is hyperpersonalization because it’s going right to you. It’s your name. Hey Thomas, look at this. Your name is on a t-shirt that I am holding up on this ad. That’s not hyper personalization, that’s mass marketing, that just happens to have your name on it.” But then, how does it work? Or rather: What is...
Zoho Marketing Plus – How to Change the Marketing Game

Zoho Marketing Plus – How to Change the Marketing Game

 The News On May 10, 2022, Zoho released Zoho Marketing Plus, its suite of marketing solutions. You can read the complete press release here. The suite combines multiple Zoho applications including Campaigns, Social, Webinar, Analytics, Marketing Automation, Workdrive, PageSense, Survey, and Backstage. It shall provide digital marketers with a unified platform of integrated capabilities that help them achieve their objectives more easily through a combination of simplification, integration and embedded collaboration capabilities. Zoho Marketing Plus brings together marketing activities throughout the whole campaign life cycle from ideation through creation, execution to measurement. This allows to manage campaigns and provides the whole marketing organization with a single shared view of information. “Consumers and digital marketing continue to evolve at warp-speed, and marketers are struggling to keep up. It’s becoming increasingly difficult to properly manage multiple campaigns, channels, customer profiles, data, and ROI,” said Mani Vembu, Chief Operating Officer at Zoho. “The complexity of data and personalization at-scale only raises pressure on marketers and CMOs to deliver effective campaigns and revenue. By eliminating redundancies and confusion arising from multiple siloed solutions, Zoho Marketing Plus maximizes productivity and teamwork, allowing marketers to stay nimble and collaborative amid evolving customer needs. When marketers aren’t bogged down by operations, they can deliver creative campaigns that promote meaningful relationships between the brand and customers.“ With Zoho Marketing Plus, Zoho addresses mid-market companies with around 250 to 1,000 employees and a structured marketing organization with a progressively thinking leadership. Early customers show themselves impressed with the breadth of the functionality as well as the support for the end-to-end support that is offered by the platform. Says...
How SugarCRM is setting out to become a Titan

How SugarCRM is setting out to become a Titan

The news On November 2, 2021, SugarCRM held an analyst summit to share what is going on at the company and to get some candid feedback of the participants. As usual for this type of event, there is quite some information that is still under NDA, so I will be able to cover some of it only in broad strokes rather than the detail that the matters deserve. After a business update by CEO Craig Charlton, the event itself revolved around two themes: customer success stories, including customers describing how they are using SugarCRM to improve their own business by better serving their customers in an interview style formatSugarCRM business development, technology, and its future trajectory. Naturally, this part is largely under NDA. There were breakout sessions covering Sugar Sell, Sugar Service, and Sugar Market As usual, and with the notable exception of the customer interviews, the event was slide-driven with giving the opportunity to ask questions at the end of the respective agenda items plus offering a brief Q&A with the executives. Last, but not least, part of the event is a 1:1 session with a SugarCRM executive a few days after the summit. After a short opening by Sarita Kincaid, Craig Charlton offered a business update, showing how SugarCRM developed in the past twelve months. The company is focusing keenly on the mid-market. Craig painted a bright picture that shows a very high customer retention combined with a good growth rate. Noteworthy are a steep increase of the recurring ARR. He quoted a nearly doubled number of new logos, combined with a more than doubled new/upsell ARR...
With Oracle Fusion Marketing into the Future of CRM?

With Oracle Fusion Marketing into the Future of CRM?

The News On September 20, 2021 Oracle announced during an Oracle Live event named “The future of CRM” Oracle Fusion Marketing, which is not the same as Oracle Marketing. According to Rob Tarkoff, EVP and GM Oracle Advertising and Customer Experience, Oracle Fusion Marketing is a layer that automatically executes account based marketing and sales campaigns.  The product aims at enabling an end-to-end process from creating a marketing campaign to closing the sale, bridging the divide between marketing and sales.  It does so by combining services that are delivered by three products: Unity, Oracle‘s Customer Data PlatformFusion Advertising, Oracle‘s digital advertisement platformFusion Products & References, Oracle‘s recommendation platform under one easy-to-use user interface that is modeled as a guided procedure.  Oracle Fusion Marketing simplifies and accelerates the creation and execution of marketing by Building a target audience of known contacts: Marketers can select a product or service that is the focus of the campaign, and then select a list of known contacts from any CRM systemExpanding your audience: From that audience, Fusion Marketing will automatically generate a highly targeted audience profile for use in online advertising to target people who are potentially relevant to your campaign – byt unknown to your contact databaseIdentifying the best customer references: based on the focus of the campaign and specific industry of each customer, Fusion Marketing recommends the best reference stories to promote in the campaignSimplifying campaign configuration: Fusion Marketing provides a single user interface to assign all of the campaign assets required to run your campaign across email, website landing pages, and advertising channelsLaunching the campaign: the marketer can easily set up advertising budget, star and...
The history and trajectory of CRM – an expert view

The history and trajectory of CRM – an expert view

CRM, in various incarnations, has been around since the 90s. If one counts in contact managers like Goldmine, then we are actually talking about the 80s. Some consider it a strategy, but whether it is or not, is a discussion that has been closed long ago. Still, there is a lot going on. And I mean a LOT. So, it is time to talk to someone who accompanies the industry since it was immature, someone who also contributed to shaping the industry and some of the solutions around. So, we reached out to Volker Hildebrandt. Volker is a fountain of information about where it comes from and where it is heading to. So, if you are interested in the current state of affairs and in the trajectory that the industry is likely to take, then listen in. You will not regret...