November/December 2022

Magazine Features

B2B Marketplaces Capitalize on E-commerce Expansion

As much of the world moved online, all sorts of B2B marketplaces have cropped up, and now marketing on them is far easier.

As Contact Centers Become More Complex, Testing Grows in Importance

Tools to optimize customer service operations have grown in scale and depth of functionality.

Using ROAS to Maximize Your Limited Ad Dollars

Tools exist to provide insights into which channels and sites lead to conversions, but they require work.

Front Office

You Need to Be on B2B Marketplaces

Roughly 40 percent of businesses now purchase as much as half of their goods and services through B2B marketplaces, and that figure will only grow.

Reality Check

CRM: System of Record or System of Engagement?

A survey reveals that how CRM is used can have a meaningful impact on sales.

The Tipping Point

Integrating CRM Data into the Enterprise

AI and analytics present a bounty of ways to leverage CRM data across your business.

The Last Line

Automation Is a Choice, Privacy Is Under Siege, and Other Final Nuggets

Our Last Line columnist delivers his last lines for CRM.

Customer Experience

What the Metaverse Can Learn from CRM and the Dotcom Bust

The metaverse has enormous potential, but successful applications won't simply happen.

Voice of the Customer

CX is Getting More Complex. Are You Ready?

Heightened customer demand is creating new issues and driving the creation of new tools.

Insight

Digital Commerce Now Demands Rich Media

Companies should look into more short-form video advertising, Forrester suggests.

Required Reading: Rethinking the ABCs of Selling

Companies need to move away from the old "Always Be Closing" mind-set.

The 5 Elements of a Customer-Centricity Model

Innovation, consistency, intimacy, empowerment, and purpose are key, PwC urges.

REAL ROI

PreviewMe Sees Growth with ActiveCampaign

Bookings and engagements have surged since unifying sales and marketing on ActiveCampaign.

SAP Provides Sweet Results for Ferrara

The candy manufacturer benefits from SAP Cloud, SAP CDP, and SAP Emarsys.