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Zilliant Announces Significant Enhancements to Its Customer Price Management Offering for B2B Companies Seeking to Improve Profitability

Zilliant Announces Significant Enhancements to Its Customer Price Management Offering for B2B Companies Seeking to Improve Profitability and Break Away from “Set and Forget” Pricing

Solution Combines World’s Most Widely Deployed B2B Pricing & Sales AI with New Customer Price Management Capabilities, Enabling Companies to Drive Measurable Revenue and Margin Increases

Zilliant, a company helping B2B enterprises turn data into actionable intelligence to accelerate profitable growth, has enhanced its existing Customer Price Management solution with new price management capabilities that support the creation, maintenance and renewal lifecycle of customer pricing.

For most B2B companies, managing customer pricing is one of the most challenging and critical aspects determining revenue and profit performance. Too often customer pricing is a “set and forget” proposition where prices or discounts stay in place for months and years, unchanged. It’s not unusual for B2B companies to accumulate tens of thousands or even millions of customer prices over the course of doing business for decades. This trend only accelerates with the transparency of B2B e-commerce further driving the need for customer-specific pricing, potentially increasing the magnitude of the challenge. The revenue and profit impact is significant, especially in today’s economy as increasing cost pressures from suppliers, tariffs and inflation continue to chip away at margin.

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Analysts armed with spreadsheets and email are no match for the rate of change and scale of customer pricing in most organizations. As a result, managing customer prices happens too infrequently and is subjected to simple rules of thumb rather than executed with the surgical precision required.

Zilliant IQ for Customer Price Management is a solution that enables B2B companies to scale to the increasing challenge of profitably managing customer pricing, providing a complete set of tools for price management, organizational collaboration, price execution and price optimization. Users can now manage customer prices efficiently and surgically execute mass price updates in response to cost changes, product supersessions, strategy changes or other initiatives, while making it simple to collaborate with sales to update prices and communicate changes to customers.

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When Zilliant’s Customer Price Management solution is deployed into existing platforms, optimized customer prices can now be delivered line item by line item and mass updated in and across customer agreements, that are created, maintained and renewed centrally in one location or system.  With the visibility into customer agreements for both pricing and sales teams, collaboration and communication between pricing and sales is more productive. With AI-driven analytics and guidance, sales teams can have constructive conversations on updating customer prices over time and pricing teams can monitor compliance to volume commitments and profitability.

“For over 17 years, we’ve seen the challenges our customers face in managing and updating customer prices. That’s been the inspiration for Zilliant to make huge investments in our suite of Customer Price Management tools that now allow companies to put an end to spreadsheets and emails and instead have an enterprise-ready capability to manage their pricing,” said Zilliant SVP of Product and Science Pete Eppele.

Zilliant IQ for Customer Price Management works in conjunction with existing ERP, CRM and CPQ investments to transform customer price management from a cumbersome and challenging process to a streamlined, technology-enabled, collaborative process managing the full cycle from starting a change, through rollout, through measurement of realization and results.

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DiscoverOrg Expands Data Coverage, Increasing Value to Sales, Marketing and Recruiting Teams

DiscoverOrg Expands Data Coverage, Increasing Value to Sales, Marketing and Recruiting Teams

New Data Points Now Available Include Visual Parent-Subsidiary Relationships; Mobile Numbers and Personal Email Addresses; In-Depth Work and Education Profiles; And Investor and Funding Insights

DiscoverOrg, the leading B2B intelligence provider, is transforming the way organizations discover, engage and acquire target buyers and hires by significantly expanding the number and type of data points delivered through its platform.

Over the last 60 days, the company has expanded its highly accurate and actionable company and professional contact profiles to include:

  • Detailed, searchable parent-subsidiary corporate relationships visualized in color-coded hierarchical charts
  • Expanded contact details, including mobile phone numbers and personal email addresses
  • In-depth work history and education profiles
  • Investor and funding round insights and timelines

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While DiscoverOrg has long been recognized for having the most accurate contact data in the market, these additional data points, in addition to recent enhancements to DiscoverOrg’s intent data offering and technographics coverage, further its mission to deliver a comprehensive view of companies and professionals for sales, marketing and talent acquisition teams.

“The traditional playbooks for B2B prospecting and corporate recruiting don’t work anymore,” says Henry Schuck, DiscoverOrg CEO. “Today’s buyers and hires expect highly personalized outreach at the right time that cuts through the mass-produced noise we’re all inundated with. The additional data we are now delivering make it even easier for our customers to craft the right message and engage where and when they are most likely to get a response.”

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DiscoverOrg’s powerful search capabilities allow customers to hone in on best-fit prospects and talent across 100+ data points. Its integration and engagement features let users industrialize the data in their workflow across a variety of channels – from email to calling to texting and chat.

“Our biggest differentiator is our ability to bring together proprietary technology, automated tools, and integrations that gather data – plus a layer of human verification to ensure its accuracy,” says Katie Bullard, DiscoverOrg Chief Growth Officer.

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Grey Group Agrees to Acquire Majority Stake in Autumn Worldwide

Grey Group Agrees to Acquire Majority Stake in Autumn Worldwide

Grey Group, a WPP company, has agreed to acquire a majority stake in Autumn Worldwide, a leading independent social media and digital marketing agency, based in India.

Autumn Worldwide was founded in 2005 by Anusha Shetty and Abhay Rajankar as a brand consulting and advertising company. CEO Shetty soon saw the opportunity and proceeded to expand Autumn into a 360° social media and digital agency which provides a multitude of services, including digital & social media campaigns, influencer & blogger marketing, online reputation management, content marketing, marketing big data & insights and Command Center Management Services (CCMS).

Michael Houston, Worldwide CEO of Grey Group, said, “We are delighted to welcome Autumn Worldwide to Grey.  This acquisition represents another step forward in building our borderless creativity and providing seamless solutions for our clients across platforms.”

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Autumn CEO Shetty is a 20-year veteran of the communications industry. After completing her education with an MBA from TA Pai Management Institute, Shetty began her marketing career with Lowe Lintas in 1994. After five years, she joined Euro RSCG to work with the Intel brand. Two years later, she moved to Silicon Valley in the US as the Marketing-Communications Lead for a start-up venture, Euclid. In 2003, she returned to India and joined Honeywell Technology, where she was named the Corporate Communications Head for APAC before she co-founded Autumn Worldwide in 2005.

Shetty will continue to head the Autumn operations while working closely with Nirvik Singh, Chairman & CEO for Grey Group Asia Pacific, Middle East, and Africa, to set the overall strategic digital growth plan for the region.

“Grey has a strategic plan to increase its digital footprint in the region. Having Autumn as our partner ensures we have a digital and social media agency with expertise across the digital landscape. They are a forward-thinking company who share our common vision of a world-class digital eco-system that will deliver only the very best to our clients. Combining creative, digital, data and technology will strengthen our presence not only in India, but also throughout the region,” said Singh.

With Autumn’s headquarters in Bangalore and offices in Mumbai and (Gurgaon) Delhi, they have over 165 employees across their offices. Their client roster includes blue-chip and local clients such as PepsiCo (all 26 brands such as Mountain Dew, Quaker Oats and others), Reckitt Benckiser Group (Mortein, Durex, Dettol, Moov and more), Samsonite, PVR Cinemas, Exide Life Insurance, Tata Salt, Raymond, Luminous and Freecharge, to name just a few.

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“The convergence of consumers and mediums has already happened, and agencies need to not just reflect this thinking, but be a part of that journey. Grey’s famously effective 100-year history in creative thinking combined with Autumn’s 13-year ‘young’ fervour to constantly unlearn and learn across data, creativity, and mediums creates a potent agency of the future,” said Anusha Shetty, CEO of Autumn Worldwide.

The acquisition will bring additional benefits to clients of Autumn, including access to Grey Group’s extensive international network as well as to offerings such as RC&M, one of India’s largest rural communications & experiential marketing service providers. They provide services such as brand launches, sales channel development, product seeding & sampling, and new market development, amongst others.

Similarly, Grey Group’s clients from across the globe will benefit from the social media and digital marketing expertise provided by Autumn.

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Gimme Named Best B2B Startup in Atlanta

Company Recognized for Achieving Significant Milestones & Being a Disruptive Innovator in Vending and Unattended Retail

Gimme, maker of innovative unattended retail technology that provides executives with sales, cash, inventory and service data, took home the title of 2018 Best B2B Startup in Atlanta during the second annual Atlanta Startup Awards last week. The award ceremony aims to recognize Atlanta’s most successful rising tech companies, startup pioneers and disruptive innovators, and is jointly comprised by organizations that work within the startup community.

Gimme builds award-winning mobility and tracking tools to manage unmanned retail locations and was recognized as the Best B2B Startup for achieving significant milestones over the last 12 months, edging out numerous strong competitors. The finalists were judged based on criteria including milestones within the product development process, growth and overall community impact or job creation potential.

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“Receiving the award for Best B2B Startup in Atlanta really speaks to the hard work, determination and ground-breaking technology our team has developed,” said Evan Jarecki, Co-Founder and Chief Customer Officer for Gimme. “This competition brings together the most innovative Atlanta startups and being named a winner is an incredible honor. We are on a mission to change unattended retail technology, and we appreciate all who voted for us for this award and who have supported us along the way.”

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Winners were determined by a combination of a judging panel and open public voting. Open nominations were accepted for each awards category, which were then narrowed down to 3-5 finalists before the final decision. The judges were comprised of members of the Startup Atlanta Board of Directors, a group of individuals from the private, public and non-profit sectors involved in the startup community.

“The Atlanta Startup Awards recognize the best and brightest of Atlanta’s local startup ecosystem,” said Adam Harrell, Startup Atlanta Executive Board President. “Over 7,000 people cast their vote during the public voting phase and an expert panel of judges scored each finalist’s entry. Each company recognized truly deserves to be seen as a top local Startup.”

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Oracle NetSuite Helps Organizations Across Industries Grow with Powerful New Innovations

New Commerce, Global Tax Management and Analytics Capabilities Help Organizations Adapt to Change and Successfully Grow and Scale

Today, Oracle NetSuite has announced a series of new innovations to help organizations across industries grow revenues, expand internationally and empower business users. The new commerce, financial management, and analytics capabilities help organizations take advantage of the NetSuite platform to exceed customer expectations, enable international expansion and respond quickly to vital business needs.

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At the time of this announcement, Evan Goldberg, executive vice president of development, Oracle NetSuite, said, “For many entrepreneurs and business owners it can often feel as though the only constant is change but there are many things that have stayed the same including the mandate for growth.”

Evan added, “We work with thousands of organizations from different industries to help them stay focused on successfully growing and scaling their business amidst all of the change. This gives us a unique understanding of businesses across all sectors and we use those insights to continually enhance the NetSuite platform.”

NetSuite helps organizations across industries grow with powerful new innovations

Today’s business environment is more challenging than ever. Competitors on all sides are closing in with new products and services, new business models and innovative customer experiences. Commerce has become mobile, social and always-on, like shopping, spending, and sharing happen 24×7. Rules and regulations governing data privacy and taxes are constantly changing. Customer expectations have never been higher. Size and scale are no longer an automatic advantage. New technologies continue to change the rules. And the pace of change is accelerating on all fronts. The latest innovations from NetSuite help organizations adapt to these changes and successfully grow and scale.

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The latest NetSuite updates include–

  • Commerce: The latest innovations within SuiteCommerceinclude new customer engagement, SEO and marketing optimization capabilities as well as a series of visual and interactive extensions that help marketers deliver a personalized and continuous shopping experience.
    • New themes to support B2B and B2C ecommerce sites for specific industries: Themes are optimized for performance, engagement, and conversion and are fully responsive to provide a consistent experience no matter how shoppers browse the store.
    • New extensions: Allow customers to quickly and easily expand their stores with new capabilities such as blogs, gift wrap, and message feature, size chart and testimonials.
    • General availability of merchandise hierarchy: Allows retailers to organize and display merchandise and provides a reporting structure of how sales and inventory of product are tracked and managed. This enables merchants to gain deeper insights into category sales and improve inventory planning.
    • Google tag manager editor: SuiteCommerce and SuiteCommerce Advanced sites can use SuiteCommerce Google Tag Manager Editor to connect their SuiteCommerce site to Google Tag Manager and to help manage third-party tags, like Google Ads and Facebook Pixel, without having to edit site source code.
    • Advanced email templates: Ready to use email templates can be branded for ecommerce emails, such as order notifications, digital delivery notifications and other notifications including password recovery.
    • New SuiteSuccess edition of SuiteCommerce: Enables rapid adoption and return on investment by removing the complexities and costs that surround successful commerce implementations.
  • Global Tax Management: To help organizations expand internationally, SuiteTax can simplify global tax calculations through support for nearly any tax rule, anywhere in the world. With SuiteTax, customers are able to calculate sales taxes in 140 different countries, including complex tax regimes such as China, India, and Brazil. Tax rates can be automatically updated and users will be able to leverage out-of-the-box reporting capabilities to quickly and easily drill down into every tax component so they know exactly how the tax on each transaction was calculated.
  • Analytics: To help end-users quickly and easily get the answers they need to be successful, SuiteAnalyticsembeds powerful analytics within existing business processes and provides an intuitive graphical toolset that makes it easy to explore and visualize data. By eliminating the need for developers and IT to deal with the complexities of separate reporting tools, business intelligence systems or data warehouses, SuiteAnalytics enables end users to quickly and easily get real-time business insights from across every area of the enterprise.

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The latest additions to the NetSuite platform extend NetSuite’s commitment to helping organizations across the world grow, scale and adapt to change. NetSuite recently announced new industry innovations to help European businesses accelerate growth as well as new localized product capabilities and expanded in-country teams for France and Germany.

For more than 20 years, Oracle NetSuite has helped organizations grow, scale and adapt to change. NetSuite provides a suite of cloud-based applications, which includes financials / Enterprise Resource Planning (ERP), HR, professional services automation and omnichannel commerce, used by more than 15,000 customers in 203 countries and dependent territories.

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Alibaba Gives Fastbase Huge Boost to Position Itself as Biggest Global Player in B2B Lead Generation

Alibaba Gives Fastbase Huge Boost to Position Itself as Biggest Global Player in B2B Lead Generation

Two Million Companies That Are Members of the Chinese Trade Portal Giant, Alibaba.Com, Can Now Benefit from the Powerful Web Analytics and Lead Generation Tool Developed by Fastbase

Primarily designed for B2B companies, Fastbase has grown tremendously and in just two years has over 900,000 companies using its web analytics tool to identify website users and find new leads. Continuing its goal of becoming the world’s leading web analytics and lead generation tool, Fastbase has launched in the Chinese market by becoming available to the two million companies within Alibaba.

“During November, Fastbase created two million accounts for companies selling on Alibaba.com. These companies will be able to access new leads looking for their products online. We have great expectations for the Chinese market and are already considering to build a joint venture that will help support the enormous market in Asia,” states Rasmus Refer, CEO of Fastbase.com

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These businesses will be able to find even more leads worldwide with the launch of the InMarket Leads software developed by Fastbase. In addition to being able to tell which companies are visiting a website, Fastbase’s new InMarket Leads software can now tell companies which businesses are searching on Google for their products or services.

Refer continues, “Jack Ma (founder of Alibaba.com) and I were some of the first pioneers in business portals and search engines back in the late 90s. We gradually learned the customers in that market very well. While Jack focused on e-commerce, I chose search, web analytics, and lead generation as my focus. I now hope that Fastbase can help bring value to all the companies that use Alibaba as a sales channel, and at the same time, it can lift global lead generation to new heights.”

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Fastbase’s new software not only discloses information on over 130 million companies that are searching on Google everyday, but also lists the companies that are visiting a business’s website. This feature is great for companies to now view leads worldwide that are searching for their product or service in almost real-time.

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Dentsu Aegis Network Announces the Acquisition of Namics AG

Dentsu Aegis Network Announces the Acquisition of Namics AG

Namics Will Join Merkle Expanding Its Capability and Geographic Footprint in EMEA

Dentsu Aegis Network announces that it has signed a definitive agreement to acquire Namics AG, a leading full-service digital agency in Switzerland and Germany. Following the acquisition, which is subject to approval from the German competition authority, the company will become ‘Namics – A Merkle Company’.

“I am delighted to welcome Namics into the Dentsu Aegis Network. This acquisition brings scale to our existing presence in the German and Swiss markets in EMEA. Their services complement Merkle’s unique capabilities, creating a compelling offer that will help clients transform their brands in the digital economy.”

Namics’ digital experience, creative and service design expertise complements Merkle’s already significant customer experience (CX) and marketing technology practice in the region. An important step in Merkle’s strategy to increase its global footprint, it provides further scale and depth to Merkle’s people-based marketing capabilities, in particular in the areas of business transformation strategy, digital consulting and technology implementation across Adobe Experience Cloud, Sitecore, Salesforce and SAP and other leading technology partners.

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All Namics‘ 550 digital specialists based in Frankfurt, Hamburg, Munich, St. Gallen, Zurich and Belgrade will join Merkle, bringing its EMEA regional employee numbers to over 2000. Founded in 1995, Namics provides strategic consulting, concept development and creative, as well as technical implementation, with a strong focus on user experience. Its clients include ABB, Credit Suisse, Migros, Swiss Life, UBS, and Victorinox in Switzerland and ADAC, Boehringer Ingelheim, Kaufland, Kuka and smart in Germany.

Giulio Malegori, CEO, Dentsu Aegis EMEA, said: “I am delighted to welcome Namics into the Dentsu Aegis Network. This acquisition brings scale to our existing presence in the German and Swiss markets in EMEA. Their services complement Merkle’s unique capabilities, creating a compelling offer that will help clients transform their brands in the digital economy.”

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Michael Komasinski, president, Merkle EMEA, said: “This acquisition provides important scale to our business in EMEA, adding new markets and an established service offering that fits perfectly with our existing marketing technology and CX practice. With an enviable client base and a shared vision, Namics accelerates our strategy to extend Merkle’s people-based marketing capabilities across EMEA.”

Bernd Schopp, CEO Namics, said: “Becoming part of Merkle and Dentsu Aegis Network is a fantastic opportunity for Namics as we have a shared vision of helping clients become winners in digital transformation. Our customer advocacy approach to delivering digital marketing, communication and commerce solutions will be further strengthened by Merkle’s data, analytics and CRM capabilities. This is an incredibly compelling offer to our clients. We are excited about the opportunities this move provides.”

Merkle is a leading, data-driven, technology enabled, global performance marketing agency that specialises in the delivery of unique, personalised customer experiences across platforms and devices.

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Dentsu Aegis Network Acquires B2B International

Dentsu Aegis Network Acquires B2B International

B2B International Will Join gyro to Create the World’s Largest Specialist B2B Agency Network

Dentsu Aegis Network announces the acquisition of B2B International, the world’s leading specialist business-to-business (B2B) market research company. B2B International will become part of gyro, the world’s first full-service global agency dedicated exclusively to B2B marketing.

Headquartered in the UK with offices across Europe, the USA and Asia-Pacific, B2B International provides bespoke market research solutions for its global clients, which include 600 of the world’s largest blue-chip companies including Stanley Black & Decker, BASF, E.ON and Shell. It has carried out more than 3,000 B2B market research projects across every continent and every industry vertical gaining powerful cross-industry experience.

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The addition of B2B International further enhances gyro’s offering to create ideas that are humanly-relevant for its global roster of clients, which includes HP, Vodafone, Danone, eBay and Google. The agency, which launched in 1981 and was acquired by Dentsu Aegis Network in 2016, has 17 offices worldwide and is headquartered in New York.

This acquisition has been spearheaded by gyro UK and the benefits of the deal will be leveraged internationally across its global network.

Christoph Becker, Global CEO & CCO, gyro, said “gyro’s strategy is to offer the most modern and full service B2B solutions for our clients globally. Our existing, full service offering blends creative excellence and a unique understanding of how business decisions makers behave, with deep data resources focused on B2B. By joining forces with B2B International, the world’s leading provider of B2B market research, we will accelerate gyro’s goal to lead the reinvention of B2B marketing. I couldn’t be more happy to have this world class talent and new friends acting as one to deliver the most humanly relevant ideas and experiences.”

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Julia Cupman, President of Research, North America, B2B Internationalsaid: “The rapid speed at which the marketing landscape is changing demands world-leading insight-led creative communications capable of helping B2B clients win in every industry sector. We believe that our combined businesses can achieve just that and deliver a broader B2B offering, driven by insights and intelligence.”

B2B International, whose UK-based clients include Wolseley, Yodel, Celesio, and Kingspan, will remain headquartered in the UK, with offices in London and Manchester, and operate under the brand, B2B International – a gyro company.

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Oracle Eloqua Innovations Accelerate Lead Generation and Increase Conversion Rates

Oracle Eloqua Innovations Accelerate Lead Generation and Increase Conversion Rates

New Content Creation, Sales Tools and Auditing Capabilities Help Marketers Increase Efficiency and Creativity

Recently, to help marketers accelerate lead generation and increase conversion rates, Oracle had announced a series of updates to Oracle Eloqua. The latest innovations within Oracle Eloqua help marketers communicate with their prospects and customers as efficiently and easily as possible by introducing new content creation, sales tools, and auditing capabilities.

“In order to drive sales and strengthen brand and customer loyalty, B2B marketers increasingly have to deliver irresistible, consistent and connected experiences to customers wherever they are and however they choose to engage,” said Pierre Custeau, VP, product management, Oracle Eloqua.

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Pierre added, “To help our customers meet these increasing expectations, we are focused on delivering innovations within Eloqua that bring efficiency and creativity to the way marketers work. With the addition of powerful new content creation, sales tools and auditing capabilities, we are continuing to set the industry standard for marketing automation.”

Part of Oracle Marketing Cloud, Eloqua is a B2B marketing automation platform that helps marketing teams nurture prospects through email marketing and cross-channel marketing.

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The new enhancements to Oracle Eloqua enable customers to:

Quickly and Efficiently Create Compelling and Creative Landing Pages

A new Eloqua Landing Page Editor enables marketers to build out-of-the-box landing pages without touching code and provides an enhanced guided experience with more interactive elements to further increase efficiency and spark creativity. With the new landing page editor, marketers can natively build responsive landing pages featuring image carousels with rotating images and add video backgrounds to create more engaging content without needing technical expertise or outside agency support.

Streamline and Optimize the Sales Process

New Eloqua Sales Tools for Microsoft Outlook enables sales teams to access rich buyer insights, relevant content and track emails sent to prospects without having to leave their email platform of choice. The new integration with Microsoft Outlook also provides a seamless and consistent experience for sales teams that work across a range of platforms and devices by enabling users to easily access Eloqua Engage and Eloqua Profiler.

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Enhance Security, Tracking and Auditing

A new comprehensive logging and auditing procedure for all major accounts and objects further enhances the security and tracking capabilities within Eloqua. The new auditing capabilities ensure any sensitive data within Eloqua is protected against unauthorized usage or retrieval and enable users to obtain insights about login history, detailed audit insights and enhanced audit reporting that includes the ability to export audit logs for up to 25 months in CSV and XLS format.

Oracle Marketing Cloud is part of Oracle Customer Experience (CX) Cloud Suite, an integrated suite of applications that empower organizations to take a smarter approach to customer experience management and business transformation initiatives. By providing a trusted business platform that connects data, experiences and outcomes, Oracle CX Cloud Suite helps customers reduce IT complexity, deliver innovative customer experiences, and achieve predictable and tangible business results.

Decoding Conversant's Mesobase, MarTech's First Customer and Prospect Relationship Management (CPRM) Platform

Decoding Conversant’s Mesobase, MarTech’s First Customer and Prospect Relationship Management (CPRM) Platform

All CMOs are driven to achieve the 3Es of marketing — Efficiency, Efficacy, and Engagement. Marketing Technology landscape has swelled to over 6000+ to actually allow CMOs get closer to their goals and increase marketing efficiency in a measurable manner. Today, marketing and sales teams have an unprecedented access to their customers and prospects, including their anonymous activity with you and across the web.

Recently, Conversant announced a powerful Marketing & Analytics Platform, Mesobase, to further empower marketing teams to deliver highly relevant campaigns to single anonymous identity. We spoke to Ric Elert, President, Conversant about the creation of Mesobase.

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Tell us about your role at Conversant and the team/technology you handle.

As President, I manage Conversant’s business operations, not including our sales team, and guide our corporate and product strategies. I simultaneously lead the engineering team at Epsilon. The goal in assuming these dual roles was to complete the interoperability and interaction of all Epsilon and Conversant technologies. Customers don’t differentiate between messages received through online and offline channels, meaning our clients need an all-encompassing connection or communication path with cross-device continuity. My position helps ensure we have that.

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What’s Mesobase and how does it help businesses build customer relations?

Mesobase is the industry’s first self-service Customer and Prospect Relationship Management (CPRM) platform.

We see brands that execute campaigns across different channels but have difficulty determining what’s driving revenue. Clients often have fragmented data on their customers, so they are unable to look at customers in a holistic way. And clients’ prospect data, if they have it, is often outdated demographic data. That’s where Mesobase comes in.

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Mesobase provides clients direct access and visibility into their customer and prospect data, with the ability to analyze, build audiences, activate and measure attribution.

Clients can create their own models to gather person-level insights and performance metrics that are more robust than those available in a marketing cloud, DMP or CDP. They can then take those models and run campaigns with us or another third-party partner. It takes the busy work out of marketing by reducing the time needed to shuffle through data and instead lets clients spend that time focusing on the performance end of marketing.

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Why did you choose to build a marketing and analytics platform in a tech-heavy ecosystem? How does Mesobase link to your other technologies for various channels and format?

We developed Mesobase because our clients requested it. Clients are frustrated with the lack of transparency from their digital marketing partners, especially the walled gardens. They want to understand how systems work and be able to see their real-time data.

In our case, they want to know how our system is so efficient in communicating with their customers and prospects. They wanted to see what we could see, so we built Mesobase on top of our CORE Platform to offer a client-specific view of customers and prospects in a live environment.

At the same time, we want clients to go in and use it without locking them into something rigid so we pre-built connectors to ensure Mesobase integrates with all Epsilon and Conversant technologies as well as hundreds of other offline and online marketing partners. This connection allows clients to activate the audiences they created in Mesobase with us or with their preferred marketing partner.

Mesobase is an open book that delivers a level of transparency and control clients can’t get anywhere else.

Could you elaborate further on how segment-based communications are moving to journey-based and trigger-moment-inspired outreach?

The biggest problem with segmentation is that people are incorrectly included or excluded from segments. There is a great degree of inefficiency in working with segments. When you don’t know who you need to speak to, you can easily end up with wasted media spend. Over time, the focus on segmentation shifted to personalization. The first goal of personalization is to look at your data in a person-centric view across channels and devices. It’s what we give clients in Mesobase.

How does Conversant deliver cross-industry benefits to modern businesses? Which sectors in the industry are best-placed to leverage Mesobase and why?

All companies need to develop stronger, more personal relationships with their customers, especially in today’s ultra-competitive environment.

Mesobase helps clients understand their customers and prospects at a deeper level. We’ve found that companies with deep, ongoing relationships with their customers and an established ability to measure outcomes (transactions) are most interested in Mesobase, regardless of vertical.

Once clients understand their customers and prospects, we pride ourselves on our ability to accurately reach individuals at scale and help clients test their theories. Even companies that build a decent database and can analyze customers are still plagued by the ability to recognize and reach their customers and see the impact of those interactions. Mesobase provides all that.

What does your product/ marketing roadmap for Mesobase look for 2018-2022? Are you planning to add any technology partners to increase adoption rate?

The key to increasing the adoption rate of Mesobase isn’t about adding technology partners but instead adding data sources that help further describe an individual in real time. Our analysis and experience indicate that brands need to communicate with customers when they show intent to take an action.

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Mesobase provides access to intent data and empowers clients to quickly react to those intentions on any channel, regardless of what platform they’re using to deliver media. Our roadmap also includes providing more attribution and marketing mix planning. In doing so, Mesobase would allow clients to do these analyses by an individual for the first time.

What are your thoughts on AI/ML and the scope of IoT in completely revolutionizing Digital Reinventions for omnichannel businesses?

Machine learning enables us to understand and learn from the ongoing interactions people have with brands and then fine tune those reactions in real time. It’s like two people having a conversation.

Whether a brand is trying to sell a high-dollar item occasionally or a low-price item regularly, machine learning can adjust the conversation based on past experience. Ultimately, machine learning allows for efficient communication with a higher rate of return.

You still see a lot of marketing initiatives that follow a similar pattern: Run a program. Stop. Run a program. Stop. These programs are not only disjointed for customers but fail to provide any value to marketers.

Thank You, Ric, for chatting with us about Mesobase! 

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