After attending the SAPPHIRE conference in Orlando this week, I leave feeling slightly puzzled, but also slightly bullish on SAP’s future in digital experience (DX). Given it is SAP’s flagship conference, SAPPHIRE covers a wide range of technology topics. And, while meaningful to me, DX is hardly the primary topic on most attendees’ minds given… read more >
DCG research and articles about: customer relationship management
11:00 am PT / 2:00 pm ET
96% of B2B marketers say that their digital advertising campaigns lead to waste because their advertising inevitably reaches a significant number of people outside of their intended target. Traditional advertising that’s wasteful, the rapidly evolving B2B buying environment, and the profile of today’s B2B buyer all press for a new approach to digital advertising — one that’s more effective because it delivers targeted, relevant, trustworthy ads. This webinar explains why the concept of unified audiences is the key to effective B2B digital advertising in 2018.
DCG’s Cathy McKnight shares the virtual stage with speakers from RecruitMilitary and Salesforce. They explain that a unified audience brings together three types of data-rich audiences: those you want to know (the anticipated audience), those you know (the addressable audience), and those you can measure (the measurable audience). You’ll learn about the benefits of unifying these audiences and the data about them. You’ll also gain an understanding of how to execute by integrating technologies for advertising, marketing, and customer relationship management to automate and deliver digital ads that your customers will appreciate.
The word “customer” in customer experience management reminds us that delivering great experience during the post-sales stage of the relationship is essential to creating loyalty and advocacy. But engaging customers (versus prospects) requires so much more than implementing a customer relationship management system for storing information, as my colleague DCG Principal Analyst Johan Jacobs points… read more >
Since the dawn of commerce, humans have marketed and sold items to one another and provided pre- or post-sale service. Today sales, marketing and service disciplines are sciences in their own right. Companies have invested vast resources in establishing separate business entities that engage the customer in either a sales, marketing or service activity. Marketing… read more >
CEM is an imperative because you're either competing with superior customer experiences -- or you're not even part of the game.
Tim Walters, Ph.D.,
The CEM Imperative.