Hyper-personalization ROI and Digital Marketing

JIKKUMON PHILIPOSE | February 24, 2022 | 6 views


Organizations talk a lot about their offerings and how their products are better than their competitors. The companies and service providers keep talking about their business models to promote themselves everywhere possible. "All noise," nothing tangible!

We start approaching our prospects from every channel we possess in this process. Ever thought how boring it could be for your prospects to see the same jargon everywhere? Trust me, if your competitors see your branding campaigns for three months, they surely know you as a company. So now it's time to take it to the next level. And here's where marketing needs to think of ROI.

What is ROI?

Return Rate on Investment (ROI) measures the total monetary value of its investment versus its cost. Client acquisition strategies enable brands to quantify the worth of each customer by calculating the return on investment (ROI) each customer generates for the business. To compete effectively in today's marketplace, businesses must embrace a hyper-personalized marketing strategy that incorporates data, advanced analytics, and artificial intelligence technology throughout the customer journey and generates new levels of industry-specific customer insights and action.

Diving deeper into the prospects that have shown interest, you can always make a better impact while simultaneously running your branding campaigns on a lite mode for them. The process starts with a simple progress chart where you visualize your accounts and the stages they are in - real-time, which helps your sales team drive higher conversions in the case of a B2B setup.

Whereas in an online scenario, you can create loyalty buckets and treat your customers as they'd like to be treated. For example, in a D2C scenario, you must give your frequent buyer better discounts and higher loyalty points so that they never think about ditching you. No matter which business, the playbook needs to be set upright. In today's game, we have tools that tell us what the prime need of our customers is and being a marketer of that specific domain, and one must identify the best options to make their playbook efficient and ROI driven.

Hyper-personalization is the latest and advanced method in the world of marketing will soon be a new normal, and the one who adapts it first will turn out to enjoy the larger share of the pie. The term "hyper-personalization" refers to the process of customizing product offerings and digital information on an individual basis.

Hyper-personalization, which is tailored to a customer's tastes, requirements, and expectations, combines big data and artificial intelligence technologies to create customized experiences. This is accomplished by using data, analytics, artificial intelligence, and automation to provide customized and targeted experiences.

How Hyper-personalization ROI Helps Business

Businesses can use hyper-personalization to send highly contextualized communications to specific customers at the proper time and place and via the appropriate channel. As digital marketing becomes more competitive, hyper-personalized marketing enables firms to engage customers meaningfully, strengthen existing relationships, develop new ones, and enhance customer experience. With highly tailored marketing messages and service offerings, hyper-personalization helps the organization maintain a smooth outflow of business. When brands are able to implement an analytics-driven hyper-personalization strategy, their outsourcing of business becomes highly efficient, and the customer relationship develops to be sealed over time.
Hyper customization utilizes automation and intelligent insights to provide customized content to each unique user.

Times change, and the modus operandi for each aspect of life needs some shapeshift. A personalized approach is not an invention. It has been happening since ancient times and the reign of kings. But since every customer has now become a king, marketers need to rethink modes and methods to maximize ROI. "As we live in a world where only the strongest survive."

Businesses must embrace a hyper-personalized marketing approach that includes data, advanced analytics, and artificial intelligence technologies across the customer journey and generates unprecedented levels of industry-specific customer insights and action to compete effectively in today's economy. In the case of a B2B setup, the process begins with a basic progress chart that allows you to see your accounts and the stages they are in in real time, which really aids your sales staff in driving higher conversions.

In an online setting, on the other hand, you can construct loyalty buckets and treat your consumers the way they want to be treated. In a D2C scenario, for example, you must provide better discounts and higher loyalty points to your frequent buyers so that they never consider leaving you. Regardless of the industry, the playbook must be properly set up. We now have technologies that inform us what our customers' primary needs are, and as a marketer in that domain, one must discover the best solutions to make their playbook efficient and ROI-driven.

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As the world's most effective social media engagement agency, we develop authentic relationships for local businesses and global brands. Let us manage your online presence and watch your business multiply. Started in 2010 with offices in Salt Lake City and Dallas, Friendemic provides social media marketing and online reputation engagement for clients across the globe. Our partners include Chrysler, Nitro Circus, top-tier business schools, and the restaurant down the street. Our team builds brands, improves online reputations, and generates leads through killer campaigns, eye-catching content, and genuine conversations. Our spirit animal is a well-dressed rabbit on fat powder skis. We like the color blue. You'd let us date your sister..

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MARKETING ANALYTICS

Simplify Channel Partnerships with Channel Partner Management Software

Article | February 10, 2022

Channel Partners: Scale Your B2B Sales B2B organizations form alliances with like-minded, goal-oriented channel partners such as resellers, distributors, service providers, vendors, agents, or retailers to increase their market share and scale their growth. Channel partners help organizations venture into new markets, passionately co-sell their products, market their offerings to customers, and achieve revenue through sales. As a result, you can focus on efficiently utilizing your existing resources to innovate and offer exceptional customer service instead of hiring new employees. In a candid conversation with Media 7 about the growth of the partner market. “We're working with some huge brands at the moment, we're giving companies a faster way to start Partner Marketing. Find the partners you want to work with, or the publishers or creators or affiliates, to promote your business.” Sam O’Brien, CFO at Affise How Do Channel Partnerships Drive Revenue? More than 90% of company executives and channel leaders expect to increase revenue directly through their partner ecosystem. (Source: 2021 Annual Channel/Partner Marketing Benchmark Survey conducted by Demand Gen Report and Channel Marketer Report) In a channel partnership, the ground rules for revenue generation are laid beforehand. Channel partners optimize their performance to match each other’s expectations. The revenue in channel partnerships is governed by the type of partnership. Some of the most popular channel partnerships are channel value-added resellers (VARs), service delivery partners, technology alliance partners, cloud service providers, and high-velocity partners. Channel partnerships drive revenue by: Increasing a brand’s market presence through the channel partner’s credibility Leveraging an already established customer base to improve brand recognition Enabling the sales channel using defined processes that accelerate lead conversion Offering a bigger network of connections in the target industry domain A revenue performance management strategy uses partner engagement data from marketing assets that help close deals. It helps you understand how every part of your partner network is performing and which areas need extra attention. You can do this effectively through partner relationship management (PRM). Read on to find out the finer details of PRM. Partner Relationship Management: How to Net on Channel Partnerships? Partnership relationship management is a combination of processes, software tools, and strategies that help businesses optimize their channel partnerships. Channel partner management software usually includes a partner portal, a customer database, and tools that allow businesses and partners to manage leads and opportunities. A PRM system also gives insights into the sales and revenue metrics to understand how well a partnership is faring. You can track inventory, product pricing, operational efficiency, and discounts through a PRM system. Streamlining PRM According to Gartner, PRM has expanded considerably in the past decade. In tandem, the importance of closely managing channel partner performance and partnership processes has increased. A good PRM solution for managing partner relationships takes care of the following parts of a channel partnership: • Partner Recruitment: Score and recruit partners based on an ideal partner profile to kick-start a successful partner program. • Partner Onboarding: Onboard ideal partners to your partner program to increase revenue and enter new markets confidently. • Joint Business Planning: Plan business strategies with partners to optimize partner sales processes. • Partner Training & Certification: Train and certify partners with on-demand product training and onboarding programs. • Partner Enablement: Provide partners with resources like playbooks that are industry-specific, covering sales cycle stages, and product details. • Lead Distribution & Management: Monitor, organize, and score leads based on their categories and assign them to channel partners. • Deal Registration & Management: Get insights into the channel’s sales after partners register their deals. • Marketing Development Funds (MDF) Management: Manage and process MDF applications from partners, tracking payments, and marketing campaign approvals. • Partnership Contracts Management: Manage special provisions, signing, documents, and archiving of partner contracts. With the help of automation, reduce labor costs, limit liabilities, and increase efficiency. • Partner Solutions Marketplace: Connect channel partners with prospective customers through a unified solutions marketplace. • Partner Performance Management: Optimize partner program by analyzing dashboards and reports that show the status of leads, and opportunities. • Communication & Collaboration: Communicate with partners at every stage of the sales cycle. Monitor opportunities and collaborate in real-time with partners about new deals. A great example of how channel partner management software can streamline partner management would be Halodata. As a leading distributor of information security products and solutions across Malaysia, Indonesia, and Singapore, Halodata managed a network of 80 resellers that sold 10 different products. The company invested countless hours into training, deal management, and coordination, which was challenging and affected its performance. Streamlining processes was crucial. It found a solution in Kiflo, a channel partner management software which helped define deal registration, set a clear business plan, and organized resources effectively. Halodata’s indirect sales went up by 33% in a year with Kiflo’s help. B2B Businesses Are Creating a Sales Machine with PRM Software B2B executives are giving priority to consolidating multiple systems into one to provide simplified support to their channel partners. The partner relationship management market size is set to reach $1994.76 million by 2026 (Market Research Future). The changes in digitization, the expansion of businesses in new territories, and the need to create external partnerships to strengthen sales channels are driving the market’s growth. Getting buy-in for PRM is no longer a hassle for B2B executives because they use partner management software for: Achieving productive marketing Providing partners with robust marketing material, implementing an MDF program, and periodically updating co-branded marketing materials that can be accessed through PRM software brings in more revenue. Addressing partner oversight PRM software provides analytics and reports that can give you insights into your partners’ performance. These insights can help you make critical changes to your channel strategy to achieve optimum results and avoid oversight. Real-time partner feedback Your channel partners can provide actionable insights that can help you adjust your approach to addressing customer pain points. Read more about effective channel partner management. Conclusion Based on the unique requirements of a business, channel partnerships take shape. They can be effectively managed using PRM solutions and enhance revenue growth strategies across different touchpoints. FAQ What features should you look for in PRM software? Some features that you should look for in a PRM software are partner profiles, partner portals, partner performance management, data integration, partner marketplace, and partner contract management. How does PRM help increase ROI? Partner relationship management helps increase ROI by providing businesses with a comprehensive view of how well their channel partners are doing, how they can empower their partners to do more, and what steps need to be taken to strengthen the partnership. How can you create a successful partner relationship management strategy? You can create a successful PRM strategy by using insights from PRM software to make decisions, streamlining lead management, onboarding, and training partners, and preventing partner churn through transparent communication.

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MARKETING ANALYTICS

SaaS Businesses Are Booming Through Channel Partnerships

Article | December 11, 2020

Today’s SaaS companies build their brands, expand their customer base, smartly utilize their resources, and scale their revenue through channel partnerships. More than 40% of the $5 trillion global IT market is in North America. It accounts for more than 10% of the United States national economy and 11.8 million jobs. These numbers are possible because of successful channel partnerships within the SaaS ecosystem, which is made up of software publishers, computer systems design firms, computer programming service suppliers, and facilities management companies. Carahsoft, a government IT solutions provider, resells DocuSign’s e-signature services to the public sector. Consequently, 800+ local, state, federal, and tribal agencies use DocuSign. A SaaS channel partnership similar to this benefit both partners and helps them generate revenue. “We’re seeing more and more early-to mid-stage SaaS companies look to partnerships as a means to achieve their growth goals,” said Tyler Calder, Vice President of Marketing at PartnerStack, a partner management platform. “For many SaaS companies, getting started with an ambassador, affiliate, or referral program is the first step in developing a partner ecosystem strategy.” Which Type of SaaS Channel Partners Bring in the Revenue? System Integrators- This kind is ideal for complex products that need integration into an existing IT ecosystem. Distributors- They provide an established distribution channel for their vendor’s product Value-added resellers- They contribute to customer acquisition in new markets. Managed service providers (MSP)- They monitor and maintain the IT infrastructure. IT consultants- They provide independent IT advice, project management, and administrative services SaaS companies generated 21% of the total revenue through channel partnerships, says SaaS Capital, in a 2018 survey. Your Muse List for SaaS Channel Partnership Commitment- Are your C-level executives ready to commit to a channel partnership? Also, consider human resources and budgeting to dedicate to the partnership. Product readiness- Does your product appeal to your prospective channel partner? Ensure that your partner can get support and training to sell your product independently. Focused sales & marketing teams- Do your sales and marketing teams have enough enablement material to help the channel partner sell your product effectively? You may want to consider preparing case studies, videos, scripts, and ICP documents in advance. Streamlined operations- Try consultation or an expert opinion to figure out what kind of support you can provide to your partners through your sales, marketing, and success teams. Last Word Though most partnerships start as an experiment for growth SaaS companies are steadfast today. They are redefining the way businesses operate and scale while acting as the backbone of revenue generation.

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OMNI CHANNEL MARKETING

International Expansion for Software Start-ups: The Confluence of Digital and Partner Channels

Article | June 14, 2022

Software start-ups frequently express concern about the next step of their worldwide expansion. Depending upon the size and scope of operations, the mantle for creating and driving the go-to-market strategy is with the CEO himself or the sales/marketing head. There could be some cases wherein the Head of Strategy or COO is entrusted with the responsibility of crafting the strategy and overseeing its execution. For reasons beyond the obvious, some of the immediate references I have in my mind are Indian software start-ups and SaaS companies, in particular. 2021 was the year when the front runners of the Indian SaaS diaspora registered an unprecedented presence on a global scale. It’s not just 2021, though; let’s say for the past five odd years, expansion into the U.S., the U.K. and Western Europe has been on the wish list (almost without exception) of Indian SaaS CEOs and executive management. There is a thrust on entering these markets at an optimum budget. A compelling and relevant digital presence appears to be the obvious answer. Yes? More on this as we proceed. Let me extend the problem statement a bit further. Any start-up (in almost any country) would like to see a quick return on their investment, while entering new markets can be really expensive. Do you hire local sales professionals to pound the streets? What kind of investment do you need for this? When can you expect to see a return, given that the sales executive will need time to better understand your product and market? Would hiring a solo salesperson serve the purpose, or do you need multiple salespersons? What kind of support system does he require to succeed in a new market where the competition includes not only larger global brands but also smaller, local players whom you should not underestimate? Would you be able to provide this support system on a remote basis? What kind of budget do you give the salesperson; does he (or she) get to attend all relevant industry events? If hiring a local salesperson sounds too expensive, can senior management fly out to the target geography once a month for that purpose and retain continuity in terms of being in the market and in front of the prospects, consistently? Or maybe just depute a senior salesperson to the target market? Again, what kind of support system and budget would s(he) need? As you have figured by now, there are too many questions, and not all of them have happy or agreeable answers. Cut to the chase; digital presence is the answer, isn’t it? Why do you need feet on the ground? Digital drives demand, and perhaps some of the demand gets converted into deals on a remote basis. Whatever requires higher “touch” can always be addressed by the “once-a-month” trip, isn’t it? Well, more on this as we proceed. Now, let’s get to the crux of the matter. Digital presence, powered by digital marketing, is effective. I can vouch for this with my experience over the past decade, being at the apex of marketing for various software product start-ups. Here is the deal, though: good digital marketing can build your digital presence so that people find you when they are researching for the right reasons. A smart “outbound” marketing approach can also make its way into the prospect’s inbox (email/LinkedIn) and even get her attention. Add the latest developments to the mix – things like intent data and buying signals can make your outreach even sharper and more targeted. To cite an example, Google Ads and LinkedIn Ads can certainly bring in high-quality leads for you and serve as enablers to elevate brand awareness and brand recall. Google Ads and LinkedIn Ads have entirely different dynamics, though, in terms of the spending, deal sizes, and ROI you can expect. But that is another nuance altogether, reserved as a separate topic of discussion altogether. Digital marketing can help you generate quality leads in a new market. But that's not the end game; that's just the top of the funnel, and the finish line is at the bottom of the funnel. There is a lot that happens in between. This is where an effective partner network comes in. A good digital presence and smart digital marketing put you in front of your prospects. But the prospect has so many options, and even if you are operating in a niche market, your brand is unknown. In a B2B sales cycle, the journey from the top of the funnel to the bottom is very layered and complex. One of the key accelerators in this pursuit is your brand equity. Building brand awareness in a new market is time-consuming and very expensive if you decide to go the route of building regional business development teams, sponsoring local events, etc. This may not be a viable option for most startups. An appropriate course of action is to establish a network of a few trusted partner organizations that are extremely familiar with your service and can attest to your talents and credibility. Consider the following scenario: a partner with two decades of experience in a certain location introduces you to a prospect who may become a client of theirs. The partner assists you throughout the sales cycle and contributes to the development of trust with the prospective client. The digital outreach continues irrespectively, before and/or after the partner has introduced you to the prospect. Of course, the outreach should not be intrusive or repetitive – rather, it should reinforce the efforts of the partner organization. You absolutely must have a proxy sales team that benefits from a strong local network. Given the business viability of the relationship, the partner would have every motivation to make the agreement work for you. So, is it as simple as that? Well, not really. In my experience, the whole process of identifying suitable partners and coming to an agreement with them on a mutually beneficial commercial model could be very time-consuming. It’s not just that; you also need to enable your partner (their client-facing teams) with your product knowledge. Once it is accomplished, the proverbial "chicken-and-egg" scenario occurs until the first contract is completed. In other words, until the first deal is closed, partners may be hesitant to exert substantial effort. And unless the best effort is made, the initial deal is unlikely. A mix of a pervasive digital strategy coupled with an effective partner channel can enable a successful foray into new markets without having to go through the trials and tribulations of hiring a local sales team and building a local presence through cost-intensive events and conferences. To each her/his own, as they say, but probably most SaaS startups would want to consider partner channels as the spearhead for new market entry if they already are not.

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CHANNEL PARTNERSHIPS

How to Build a Channel Partner Program in 7 Steps

Article | April 6, 2022

Channel partner programs help multi-billion dollar companies like Microsoft, Oracle, eBay, and many more increase their revenue and grow their businesses. A channel partnership is when a company partners with another company to market or sell its products, services, or technologies. What exactly do channel partnerships do for your revenue? What do channel partner programs entail? Let us take a look. Why Are Top Companies Engaging in Channel Partnerships? Channel partnerships accelerate business growth They create high brand awareness at a low cost They increase revenue through various partner channels They allow seamless expansion into new markets and verticals They contribute to a better customer experience C-level Executives Are Sitting Up and Taking Notice In an interview with Media 7, Sam O’Brien, CMO at Affise, discussed the growth of channel partnerships. Since joining Affise I've had many senior, experienced CMOs, head of marketing, demand generation leads reaching out to me asking how they can learn more about partner marketing. We want to solve that and make it easy.” Sam O’Brien, CMO at Affise Global partnership ecosystems are thriving. They accelerate the growth and expansion of companies into new markets and verticals. Managing channel partnerships needs to be taken seriously. C-level executives are doing their bit by hiring competent ecosystem managers. An example of this is Reputation, the global leader in reputation experience management (RXM) expanding its executive leadership by hiring its first-ever Chief Ecosystem Officer, Brent Nixon. He is the other ‘CEO’ who creates and fosters a long-lasting partner ecosystem as Reputation continues to grow across Europe and Asia. How Many Types of Channel Partnerships Are There? There are many types of channel partner programs that B2B companies create. Here are some important ones: Affiliates Referrers Resellers Tech Alliance Partners Cloud Service Providers Original Equipment Manufacturers Strategic Partners What Does a Channel Partner Program Entail? A channel partner program is a way to get channel partners to do more for your customers. Implementing channel partner programs can transform the way you do business. However, creating them is not easy. They take a significant amount of time, effort, and, most importantly, strategic planning. To ensure the success of your channel partner program, you need to get into deep waters, research potential partners, brace for swift growth, streamline your processes, and confidently venture into markets while being aligned with your business goals. Here's what you should be looking at before creating a channel partner program: Status of business Your products or services should be tried and tested for your partners to invest their time, resources, and trust in them. The demand and appreciation of your product or service offerings should be motivating enough for them to go the extra mile. Streamlined sales cycles Streamline your sales cycles so you know what works best for your in-house sales processes. Only then can you explain to your partners how you want them to sell and distribute your products. Key markets identified You need to figure out which key markets your partners can help you target through your channel partner program. How can your partners help you position your brand in these new markets? How can your partners do more for you in these markets? If you think they can do more for you than you can do for yourself, then it can be a great foundation for creating your channel partner program. Readiness for growth Channel partnerships steer new clients to your business. Ensure that you are ready to accommodate this growth, and serve these new customers with the same enthusiasm that helps you retain existing customers. Your customer support personnel are key to creating an excellent customer experience for your new customers. How to Build a Channel Partner Program in 7 Steps Discover the Right Partners Arrive at a consensus with your stakeholders about expectations from a new partner. The partnership should be based on common business goals and brand culture. It should be based on mutual respect, shared vision, and values so customers have the best experience while interacting with your product. Your partner should complement your skills and alleviate your weaknesses. Apart from these factors, choose a partner who has access to the markets you want to enter the ability to help you achieve expected revenue distribution channels that meet your needs a customer base that serves your purpose a strong intention to enter a lasting partnership Reaching Out to Shortlisted Partners Once you find a potential partner who ticks all the important boxes on your checklist, approach them to discuss your business goals and what you can achieve together. Highlight your challenges, previous partnership achievements, and the benefits of the proposed partnership so that your partner program creates great value for you both. It is crucial to work towards relationship-building from the get-go, so your intended partner understands your mindset to address customer pain points. Create a Partnership Agreement After you finalize your partner, work on creating a partnership agreement. Put on paper your shared partnership goals, target markets, specify your duties in detail, commit to the resources you and your partner will offer to enhance the partnership, clearly state your expectations and terms, list the strategies and tactics you plan to use to achieve your goals, and detail your incentive plan. Other factors like payment terms, indemnification terms, and partner marketing efforts should also be mentioned to ensure transparency from the beginning. Creating a solid partnership agreement will hold both parties accountable for their actions and will protect both businesses from any mishaps. Get a second professional opinion on the agreement to ensure you are not missing out on anything important. Decide the Metrics Without tracking the measurable goals of your partnership, you cannot ensure the success of your channel partner program. Follow the SMART analogy for your goals. They should be specific, measurable, attainable, relevant, and time-bound. Your channel partner program should measure KPIs like these: Total and average revenue per partner per channel tier Revenue achievement against specific products Revenue by geography Number of deals registered Partner satisfaction Channel attrition rate Effective MDF (marketing development fund) utilization New Customer Logos Renewal Rates By deciding on the metrics that effectively illustrate the performance of your channel partner program, you and your partner can easily understand the weaknesses of the partnership and address them in time to get the most out of the program. Streamline the Partner Enablement Process Partner onboarding doesn’t end after signing the agreement. You need to invest time and effort in channel partner management by enriching the partnership through partner enablement activities such as: Customized training for partners Explaining your product to the partners for appropriate brand representation Providing them with tools and resources to sell your product better Continuously communicating and updating the partners about product updates Listening to partners’ concerns and issues in the selling process Congratulate and reward your partners for their achievements Efficiently Manage Partnership Using PRM Tools Manually managing all the channel partner program data can be overwhelming. The PRM software eases the management process. You can streamline your recruiting, training, and partner relationship management. Partnership tasks can be managed efficiently through PRM software. Here are the features that your PRM software should have: Create Partnership Incentive Plans Incentives are a great way to keep your partners on their toes to sell your product better. They will strive to offer your customers a great customer experience and remain enthusiastic about their partnership commitments. SiriusDecisions’ Principal Analyst, Jay McBain, noted that partners are looking for better partner experiences and more innovative partner incentives. Your partnership incentive plans should be structured, comprehensive, personalized, clear, and transparent because they can drive an increase in revenue and market share, draw in new customers, and enhance teamwork and collaboration. The most popular incentive plans used by businesses are: Gift Cards Merchandise Award Points Trips and Travel Commissions (Rebate) Sales Performance Incentive Fund (SPIF) Market Development Fund Conducting special events to commemorate the success of the partners, treating them to frequent dinners, and hosting special educational sessions for them can also create positive reinforcement to work harder towards revenue generation and create an emotional connection with the partners. Ringadoc Got a 1,983% Boost in Their Annual Revenue Ringadoc’s channel partner program is a great successful partnership program example. The start-up company saw a 1983% boost in its annual revenue and a 1000% user-base growth within just six months. Interestingly, they did not have to bear any upfront costs for these results! Summing It Up To grow sales, revenue, and a loyal user base, B2B organizations need to create successful channel partner programs that can help them thrive in new markets. The best channel partner programs can create higher brand awareness and pave the way for success in new verticals. FAQ How can you motivate channel partners to increase revenue? By nurturing your channel partnerships, providing partners with technological support to sell your product, and remaining connected to your partners, you can motivate your partners to generate revenue for you by aggressively selling your product to the targeted customer base. What is a great example of a channel partner? A channel partner is a company or an individual that helps you sell products. Affiliates, resellers, tech alliance partners, and cloud service providers are some of the types of channel partners. How do channel partners make money? Channel partners make money through referral fees, pre-defined commissions, or by selling services like customer support, training, or consulting.

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As the world's most effective social media engagement agency, we develop authentic relationships for local businesses and global brands. Let us manage your online presence and watch your business multiply. Started in 2010 with offices in Salt Lake City and Dallas, Friendemic provides social media marketing and online reputation engagement for clients across the globe. Our partners include Chrysler, Nitro Circus, top-tier business schools, and the restaurant down the street. Our team builds brands, improves online reputations, and generates leads through killer campaigns, eye-catching content, and genuine conversations. Our spirit animal is a well-dressed rabbit on fat powder skis. We like the color blue. You'd let us date your sister..

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MARKETING ANALYTICS

Randori Partners a Part of a New Partner Program

Randori | March 31, 2022

Randori Partners is now a part of a new channel partner program. It aims to sell 100% through channels by the end of the year. It is an attack surface management (ASM) provider that is expanding its go-to-market (GTM) engine with this new program. Its inaugural partners include AccessIT Group, DeFy Security, Gotham Technology Group, Optiv, Eversec Group, Veristor and more. “Building a channel program was always part of our plan to scale to meet market demand. As the organization started to mature, the next evolution in positive sales motion is to invest in the channel. Also in 2022, ASM became the No. 1 investment priority for security leaders. And with the ASM market accelerating as fast as it is, we believe we’ve timed building this partner program perfectly,” said Randori’s Gavin Osters “Building a channel program was always part of our plan to scale to meet market demand. As the organization started to mature, the next evolution in positive sales motion is to invest in the channel. Also in 2022, ASM became the No. 1 investment priority for security leaders. And with the ASM market accelerating as fast as it is, we believe we’ve timed building this partner program perfectly,” said Randori’s Gavin Osters, who leads the program as the Director of Channel Management. “A program should always have key elements like margin advantage, protection for the partner in the opportunities they create and/or are invited to, and then the ability to retain renewals in the following years. Partner input helped create all these things within the Randori partner program.” “In doing so, we feel we’ll be able to enable the channel fully to not just understand and position Randori but deliver technical pre-sales and partner-enabled services to wrap around the solutions,” he said. “We also feel that Randori offers the absolute best technology in the space of ASM, as well as authentic experiences with the continuous automated red teaming that no competitors are able to offer to the same degree today.” Michael Farnum, the CTO of Set Solutions, said, “The evolution of Randori’s partner program has been incredible to watch because it mirrors the adoption of ASM technology by many of our customers,” he said. “We’re deeply focused on helping our customers secure the most critical elements of their infrastructure. And in today’s world, that includes their attack surface. The Randori Recon product brings something unique to the table, the attacker’s perspective. And with that our customers can gain the upperhand to outsmart the adversaries.”

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MARKETING ANALYTICS

Adverity Can Deliver 368% 3-year ROI According to an Independent Study

Adverity | February 17, 2022

On February 15, Adverity announced the findings of a new study it commissioned Forrester Consulting to conduct. It is called the Total Economic Impact (TEI) study. This study quantifies the average potential return on investment (ROI) for companies using Adverity’s end-to-end platform at 368% over a three-year period. It reveals the potential impact for companies using Adverity to help enhance the way they make insights-driven marketing decisions. Forrester Consulting had access to a tenured Adverity customer project. It conducted interviews with customer decision-makers and examination of costs, flexibility, risks, and benefits using the TEI methodology. This customer is a global manufacturer of consumer electrical and works across a variety of brands, operates at multiple locations, and runs thousands of marketing campaigns across all their global brands annually. The global marketing performance team had limited oversight of the marketing campaign performance prior to using Adverity’s platform. The TEI study presents the potential financial impact of Adverity’s platform on a business’s marketing operations. Apart from the 368% ROI, the study also lists other benefits of the platform: Efficiency in data management and operations, freeing up 80% of employees' time for a projected overall savings of$564,000over three years Timely insights on performance, allowing for optimization of marketing activities,the flexibility to optimize campaigns allowed this organization to save and reallocate an estimated$2.9 million Time savings on marketing analytics activities,company estimated that having access to automated reports could cut down about 75% of their time spent on these activities which amounted to a time savings of$1.8 millionover three years Companies are spending millions of dollars on advertising and yet still can feel like they are operating in the dark when it comes to showing how and why marketing budget is being spent. Combine that with competing priorities for budget and it can be dangerously easy for internal stakeholders to lose confidence in marketing. We understand how critical it is to have the right tools to make data-backed marketing decisions and prove the return on investment for digital campaigns." Harriet Durnford-Smith, CMO at Adverity The Head of Marketing Insights and Performance at the organization analyzed for the study talked about the amount of time their team spent on data integration, mapping and cleansing prior to working with Adverity. Data wrangling wasn't the only challenge as evidenced by the notable insights shared in the study: "We were doing marketing in the dark. We had spreadsheet-based reporting, which is like looking in the rear mirror at what happened last month, but we were not able to look forward and steer." "For the first time ever, we have the ability to calculate return on investment or ad spend." "Instead of looking at their own silo, we now urge everyone in marketing and partly in sales, to look at the performance end-to-end so they can see the impact of their investments." The TEI study also uncovered extensive qualitative benefits of Adverity like improved collaboration through data democratization, job satisfaction, employee retention and transformation into a data-driven organization. Adverity automates marketing data reporting, decision making and analyzing and produces significant savings. It creates real-time optimizations for omnichannel digital marketing campaigns.

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MARKETING ANALYTICS

Mobile Marketing Analytics Platform Adjust Appoints New CEO

Adjust | February 03, 2022

Adjust, the mobile marketing analytics platform announced that it has appointed Simon (Bobby) Dussart as CEO, effective immediately. Co-founder and former CEO Paul H. Müller will continue with the company in an advisory capacity. Adjust is the leading global analytics platform it is today thanks to Paul's vision, tenacity and passion for the industry. Bobby started with Adjust very early and has been fiercely dedicated to the product and the innovation of it ever since. He is passionate about meeting customers' needs — keeping them at the center of everything Adjust does — and has natural leadership ability. All of this makes him the perfect person to lead Adjust in this next chapter." Adam Foroughi, Co-Founder and CEO of AppLovin, which acquired Adjust last year Adjust has grown its customer base by over 30% in the past year, positioning the company well for continued accelerated growth under Dussart's leadership as Adjust's new CEO. Most recently, Dussart served as the Chief Customer Officer (CCO), leading Adjust's vast global client services organization, which ensures customers have all the tools and technical support they need for long-term success. He joined Adjust in 2014, as one of the company's early team members, and has played an instrumental role in Adjust's transition from being a standalone mobile measurement partner (MMP) to the platform that powers marketers' decision-making, while becoming a go-to for clients as CCO. "Bobby has been a valuable and trusted partner since the formation of Adjust, with his unique mix of expertise at the intersection of technology development, customer success, and operational management," commented Müller. "He has an acute understanding of clients' needs, why they choose Adjust over other MMPs, and how Adjust's products are actually built, making him perfectly positioned to execute our vision of becoming the single set of solutions that empower mobile marketers in every aspect of their job." "Adjust is at an exciting and evolutionary point in our company journey. I look forward to this next chapter as we continue to develop innovative solutions that continue to address the needs of mobile marketers today — bringing added value to even more businesses across the globe, including accelerated growth in China and Southeast Asia, and continued leadership in EMEA and Japan," said Dussart. Dussart has held several roles during his 8-year tenure at Adjust, including serving as the Head of Solutions and Integrations and as Vice President of Support — all laser focused on supporting Adjust's customers and understanding the intricacies of Adjust's products to ensure they meet marketers' evolving needs. Prior to joining the company, he held positions in software development at LaCIME Research Lab and BonGo Innovations, among others. Dussart holds a Master of Science degree in electronic and communications from Technological University Dublin, as well as a master's in telecommunications and network engineering from IMT Nord Europe, one of the best-known public engineering schools in France. About Adjust Adjust is the mobile marketing analytics platform trusted by growth-driven marketers around the world, with solutions for measuring and optimizing campaigns and protecting user data. Adjust powers thousands of apps with built-in intelligence and automation, backed by responsive global customer support. In 2021, Adjust was acquired by AppLovin, a leading marketing platform providing developers with a powerful, integrated set of solutions to grow their mobile apps.

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MARKETING ANALYTICS

Randori Partners a Part of a New Partner Program

Randori | March 31, 2022

Randori Partners is now a part of a new channel partner program. It aims to sell 100% through channels by the end of the year. It is an attack surface management (ASM) provider that is expanding its go-to-market (GTM) engine with this new program. Its inaugural partners include AccessIT Group, DeFy Security, Gotham Technology Group, Optiv, Eversec Group, Veristor and more. “Building a channel program was always part of our plan to scale to meet market demand. As the organization started to mature, the next evolution in positive sales motion is to invest in the channel. Also in 2022, ASM became the No. 1 investment priority for security leaders. And with the ASM market accelerating as fast as it is, we believe we’ve timed building this partner program perfectly,” said Randori’s Gavin Osters “Building a channel program was always part of our plan to scale to meet market demand. As the organization started to mature, the next evolution in positive sales motion is to invest in the channel. Also in 2022, ASM became the No. 1 investment priority for security leaders. And with the ASM market accelerating as fast as it is, we believe we’ve timed building this partner program perfectly,” said Randori’s Gavin Osters, who leads the program as the Director of Channel Management. “A program should always have key elements like margin advantage, protection for the partner in the opportunities they create and/or are invited to, and then the ability to retain renewals in the following years. Partner input helped create all these things within the Randori partner program.” “In doing so, we feel we’ll be able to enable the channel fully to not just understand and position Randori but deliver technical pre-sales and partner-enabled services to wrap around the solutions,” he said. “We also feel that Randori offers the absolute best technology in the space of ASM, as well as authentic experiences with the continuous automated red teaming that no competitors are able to offer to the same degree today.” Michael Farnum, the CTO of Set Solutions, said, “The evolution of Randori’s partner program has been incredible to watch because it mirrors the adoption of ASM technology by many of our customers,” he said. “We’re deeply focused on helping our customers secure the most critical elements of their infrastructure. And in today’s world, that includes their attack surface. The Randori Recon product brings something unique to the table, the attacker’s perspective. And with that our customers can gain the upperhand to outsmart the adversaries.”

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MARKETING ANALYTICS

Adverity Can Deliver 368% 3-year ROI According to an Independent Study

Adverity | February 17, 2022

On February 15, Adverity announced the findings of a new study it commissioned Forrester Consulting to conduct. It is called the Total Economic Impact (TEI) study. This study quantifies the average potential return on investment (ROI) for companies using Adverity’s end-to-end platform at 368% over a three-year period. It reveals the potential impact for companies using Adverity to help enhance the way they make insights-driven marketing decisions. Forrester Consulting had access to a tenured Adverity customer project. It conducted interviews with customer decision-makers and examination of costs, flexibility, risks, and benefits using the TEI methodology. This customer is a global manufacturer of consumer electrical and works across a variety of brands, operates at multiple locations, and runs thousands of marketing campaigns across all their global brands annually. The global marketing performance team had limited oversight of the marketing campaign performance prior to using Adverity’s platform. The TEI study presents the potential financial impact of Adverity’s platform on a business’s marketing operations. Apart from the 368% ROI, the study also lists other benefits of the platform: Efficiency in data management and operations, freeing up 80% of employees' time for a projected overall savings of$564,000over three years Timely insights on performance, allowing for optimization of marketing activities,the flexibility to optimize campaigns allowed this organization to save and reallocate an estimated$2.9 million Time savings on marketing analytics activities,company estimated that having access to automated reports could cut down about 75% of their time spent on these activities which amounted to a time savings of$1.8 millionover three years Companies are spending millions of dollars on advertising and yet still can feel like they are operating in the dark when it comes to showing how and why marketing budget is being spent. Combine that with competing priorities for budget and it can be dangerously easy for internal stakeholders to lose confidence in marketing. We understand how critical it is to have the right tools to make data-backed marketing decisions and prove the return on investment for digital campaigns." Harriet Durnford-Smith, CMO at Adverity The Head of Marketing Insights and Performance at the organization analyzed for the study talked about the amount of time their team spent on data integration, mapping and cleansing prior to working with Adverity. Data wrangling wasn't the only challenge as evidenced by the notable insights shared in the study: "We were doing marketing in the dark. We had spreadsheet-based reporting, which is like looking in the rear mirror at what happened last month, but we were not able to look forward and steer." "For the first time ever, we have the ability to calculate return on investment or ad spend." "Instead of looking at their own silo, we now urge everyone in marketing and partly in sales, to look at the performance end-to-end so they can see the impact of their investments." The TEI study also uncovered extensive qualitative benefits of Adverity like improved collaboration through data democratization, job satisfaction, employee retention and transformation into a data-driven organization. Adverity automates marketing data reporting, decision making and analyzing and produces significant savings. It creates real-time optimizations for omnichannel digital marketing campaigns.

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MARKETING ANALYTICS

Mobile Marketing Analytics Platform Adjust Appoints New CEO

Adjust | February 03, 2022

Adjust, the mobile marketing analytics platform announced that it has appointed Simon (Bobby) Dussart as CEO, effective immediately. Co-founder and former CEO Paul H. Müller will continue with the company in an advisory capacity. Adjust is the leading global analytics platform it is today thanks to Paul's vision, tenacity and passion for the industry. Bobby started with Adjust very early and has been fiercely dedicated to the product and the innovation of it ever since. He is passionate about meeting customers' needs — keeping them at the center of everything Adjust does — and has natural leadership ability. All of this makes him the perfect person to lead Adjust in this next chapter." Adam Foroughi, Co-Founder and CEO of AppLovin, which acquired Adjust last year Adjust has grown its customer base by over 30% in the past year, positioning the company well for continued accelerated growth under Dussart's leadership as Adjust's new CEO. Most recently, Dussart served as the Chief Customer Officer (CCO), leading Adjust's vast global client services organization, which ensures customers have all the tools and technical support they need for long-term success. He joined Adjust in 2014, as one of the company's early team members, and has played an instrumental role in Adjust's transition from being a standalone mobile measurement partner (MMP) to the platform that powers marketers' decision-making, while becoming a go-to for clients as CCO. "Bobby has been a valuable and trusted partner since the formation of Adjust, with his unique mix of expertise at the intersection of technology development, customer success, and operational management," commented Müller. "He has an acute understanding of clients' needs, why they choose Adjust over other MMPs, and how Adjust's products are actually built, making him perfectly positioned to execute our vision of becoming the single set of solutions that empower mobile marketers in every aspect of their job." "Adjust is at an exciting and evolutionary point in our company journey. I look forward to this next chapter as we continue to develop innovative solutions that continue to address the needs of mobile marketers today — bringing added value to even more businesses across the globe, including accelerated growth in China and Southeast Asia, and continued leadership in EMEA and Japan," said Dussart. Dussart has held several roles during his 8-year tenure at Adjust, including serving as the Head of Solutions and Integrations and as Vice President of Support — all laser focused on supporting Adjust's customers and understanding the intricacies of Adjust's products to ensure they meet marketers' evolving needs. Prior to joining the company, he held positions in software development at LaCIME Research Lab and BonGo Innovations, among others. Dussart holds a Master of Science degree in electronic and communications from Technological University Dublin, as well as a master's in telecommunications and network engineering from IMT Nord Europe, one of the best-known public engineering schools in France. About Adjust Adjust is the mobile marketing analytics platform trusted by growth-driven marketers around the world, with solutions for measuring and optimizing campaigns and protecting user data. Adjust powers thousands of apps with built-in intelligence and automation, backed by responsive global customer support. In 2021, Adjust was acquired by AppLovin, a leading marketing platform providing developers with a powerful, integrated set of solutions to grow their mobile apps.

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