Industry news: StrongMail becomes StrongView

StrongMail becomes StrongView

StrongMail becomes StrongView

US-based StrongMail, as the name says originally an ESP (Email Service Provider) and quick to adopt a more integrated and connected marketing solution approach, announced it changes its’ name into StrongView.

The company says it does so to better align its’ brand with its’ multi-/cross-channel offering and most probably also to emphasize it does more than email. A ‘better – read more integrated’ customer view (hence Strong-View) is another reason for the name change, according to the press release. Obviously, email remains key in the company’s offering as it does in virtually all multichannel solutions and marketing automation platforms. [Read more...]

SMBs go for content marketing, social and email marketing: report

ocus SMB research PR quoteIn the “2013 Inc. Digital Marketing Survey”, Vocus and Inc. share their findings on the “state of digital marketing for SMBs”. Email marketing plays an important role and, although the website still reigns, the more connected and integrated digital marketing mix becomes apparent.

For the record: the report defines SMBs as businesses with $1 million or more in annual sales revenue, to put it in perspective for people living in smaller markets such as myself. [Read more...]

Psychology in driving conversions: thoughts and infographics

Four fundamental human needs

No conversions without people-centricity. No new customers without prospects actually doing what we hope they do. No matter how advanced our marketing automation scenarios, email marketing campaigns, landing page A/B testing systems, lead nurturing programs: if conversions don’t happen, they simply don’t…happen.

Where we used to be happy with the word customer-centricity, we know talk about people-centricity. Maybe you hate the term but I like it: people, not prospects, subscribers and whatnot.

[Read more...]

Belgian marketing automation vendor Selligent goes US and gets ranked by Gartner

Andre Lejeune - CEO Selligent

Andre Lejeune – CEO Selligent

You don’t see Belgian marketing companies going to the US every day. Looking at the participation of Belgian marketing automation vendor Selligent at major events across the Atlantic (I’m Belgian for the record), it’s clear Selligent is going for fast growth in its’ niche in the US.

The company also announced that it is ranked in Gartner’s “Magic Quadrant for Multichannel Campaign Management” at the occasion of its’ participation at Integrated Marketing Week.

Disclaimer: until over six months ago I worked a few years as a small external digital ‘help’ for the company, advocating customer-centric and integrated marketing as usual, and knew it was preparing a move to the US but since then I’m not involved anymore so this is entirely neutral. [Read more...]

Analysis and Expert Views: Impact of the ExactTarget/Salesforce Deal

How great is the cloud where you can connect everything? The ‘open’ spirit where everything nicely gets integrated. An open ecosystem with Salesforce as the undisputed leader. Yet, an open philosophy is not just about technology. It’s also about the players in that ecosystem. With the acquisition of ExactTarget by Salesforce, the effects of a changing ecosystem show and it will hurt many players in the industry.

Marketo, Eloqua, Neolane, HubSpot, ExactTarget and all other marketing automation vendors: what do they have in common? Indeed, they connect with Salesforce. Look at other marketing software platforms such as social CRM and email marketing: same thing. After having acquired social media monitoring leader Radian6 (now simply integrated with BuddyMedia in the Salesforce marketing cloud) and with the pending acquisition of ExactTarget, ‘common link’ Salesforce is changing the rules. But does it have a choice? [Read more...]