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A Tasty Approach to Integration Mapping

PHOTO: Hector Alejandro Life’s toughest decisions all have one thing in common: sandwiches. Yes, sandwiches can model just about any conundrum — including the choices inherent to mapping and integrating marketing technology stacks. Too often, our conversations about martech are bland, like freezer bag chicken strips on an aging hamburger bun. And too frequently, marketing teams think of integrations as...

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Customers Still in the Driver’s Seat, Mobilegeddon or Not

PHOTO: Eloise Ambursley Google has officially rolled out mobile-first indexing. Surprised? You shouldn’t be. The market has spoken: A study by Google and the Boston Consulting Group shows that 50 percent of B2B search queries are made on smartphones, and that figure is expected to continue growing. And with 52 percent of worldwide website traffic coming from mobile in 2018, it’s...

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How Good Employee Practices Feed Into Great Customer Experiences

PHOTO: Ryoji Iwata The service-profit chain is a widely adopted business theory that states that companies should take care of their employees first, because doing so will result in employees delivering a better customer experience, creating loyal customers who generate greater profits. The theory was originally put forth in a Harvard Business Review article in 1994, but converting the service-profit chain...

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Introducing AI Into the Customer Experience #DXChat

PHOTO: Jon Tyson With pressure on businesses to differentiate on the basis of the experiences they offer their customers, the option to use artificial intelligence (AI) to improve experiences seems obvious. With AI, businesses can automate back end processes, parse through the huge quantities of data to pinpoint insights and lighten the load of customer support. But as some well-publicized AI failures have...

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Why Business Agility Is the Key to Long-Term, Strategic Success

PHOTO: Crown Agency Imagine, for a moment that you’re playing a game of chess. (I work for a company whose CEO has a close affinity with the game, so this is an obvious choice of analogy for me.) Is taking a cautious, conservative route and reacting on a move-by-move basis the best way to defeat your opponent? Or is it to think...

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Don’t Base Your Brand Community on Hope: Research Matters

PHOTO: Artotem There are two ways to build a brand community: ask for budget, cross your fingers and hope you’re gathering the right people in the right way; or research potential and existing members and leaders in your organization to find out exactly how a community can best serve the needs of both groups. The latter sounds tedious and time-consuming and,...

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The Symbiotic Nature of Customer and Employee Experience

PHOTO: Shutterstock Human resource management(HR) in the enterprise has undergone one of the most dramatic digital transformation processes in the organization. If this has been driven by the adoption of HR-focused digital platforms and the ease which they bring to employee recruitment and onboarding processes, it is also being driven by the use of digital collaboration technologies in the home. In...

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What is Intelligent Content and How Can It Help Marketers?

PHOTO: the real Tiggy Intelligent content is an approach to the management of content as a business asset that includes content that is modular, structured, reusable, format-free and semantically rich. This, in turn, makes the content discoverable, reconfigurable and adaptable for its creators, such as marketers, according to Ann Rockley, founder of The Rockley Group, who shared that definition from her book,...

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ThoughtSpot Lands $145M in Funding, HubSpot Debuts Service Hub, More News

PHOTO: Erich Ferdinand ThoughtSpot announced this week it closed $145 million in Series D funding. Existing investors Lightspeed Ventures, Future Fund, Khosla Ventures and General Catalyst participated, alongside new participants Sapphire Ventures, and other global investors. The company, which provides search and artificial intelligence-driven analytics, has raised $306 million in total funding.  Company officials stated it will use the latest round to...

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Solving the Digital Experience Puzzle to Drive Customer Loyalty

PHOTO: Jessica Rossi No industry is safe from the fierce competition taking over the commercial sector as small and mid-sized enterprises vie for customer attention against tech giants who have mastered the trade. In the past few weeks alone, we’ve seen Amazon make major moves against Walmart to continue dominating the global ecommerce landscape with its in-car delivery and plans to...

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