Nextiva Launches New Partner Program NeXus, New Leaders from Microsoft, Dropbox and Google

Nextiva | August 11, 2020

Nextiva partners now have a new partner program, NeXus, along with new channel leaders from Microsoft, Dropbox and Google. NeXus includes access to gamified training and certifications, demand generation tools, enhanced marketing capabilities and MDF. It also offers reviews of upcoming product enhancements, promotions and SPIFFs, and more to help partners across distinct business tiers.

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BRAND KEYS 2021 CUSTOMER LOYALTY ENGAGEMENT INDEX

Visibility Public Relations | January 25, 2021

Pandemic Creates Ultimate Stress Test For Brands Brands that Pass Loyalty Test with A+ Include: Apple, Discover, Amazon, Hyundai, Fox News, Avis, Clorox, Konica-Minolta, State Farm and Dunkin’ NEW YORK, NY, JANUARY 25, 2021 – Customer brand loyalty has survived the impact of the COVID-19 pandemic, which imposed a severe stress test on brands, according to Brand Keys 25th annual 2021 Customer Loyalty Engagement Index® (CLEI). The national survey, conducted by the New York-based brand engagement and customer loyalty research consultancy (brandkeys.com), found that while the pandemic claimed many business and brand fatalities, customer loyalty was not among them. The Ultimate Loyalty Stress-Test “The new CLEI survey found 2020 marketplace rigors created two loyalty challenges for brands,” noted Robert Passikoff, Brand Keys founder and president. “First, how to enhance brand-to-consumer emotional engagement and, second, how to leverage brand values to best meet customers’ expectations.” This year, to graphically illustrate brand loyalty rankings, Brand Keys created a series of emotional engagement/expectation quadrant maps to delineate brand loyalty positions in the marketplace based on the two stress-test dynamics. Loyalty Positions On Loyalty Map The 2021 CLEI examined 94 categories and 855 brands. Brands representative of each of the quadrant values included: The Loyalty Map Multiple Each quadrant on the map represents a combination of values related to predictive loyalty drivers: Emotional Engagement and Meeting Customer Expectations. “Ideally,” said Passikoff, “You want consumers to feel your brand engenders high emotional engagement and meets their expectations as completely as possible. Brands able to do that are six times more likely to create loyal customers, and loyal customers are six times more likely to give a brand the benefit of the doubt in tough circumstances.” Customer Desire and Brand Delivery “Emotional engagement, the result of effective marketing communications that increases a brand’s equity, results in customers behaving more positively toward the brand,” noted Passikoff. “Consumer expectations, a key dimension of customers’ brand belief-systems, are unconstrained customer desires. Expectations increase on average 22 percent a year, yet brands typically manage to achieve only a seven percent increase – a big gap between customer desires and brand promises to deliver. Broken Supply-Chains = Lack of Availability, Not Lack of Loyalty “Desperate times calls for desperate choices due to lack of product availability, and purchase of ‘new’ or ‘alternative’ brands represents basic need, not a lack of customer loyalty. During pandemics consumers will compromise, but they still continue to demand that their expectations be met,” noted Passikoff. “But lack of product availability does not denote a decline of brand loyalty. Yes, being in-stock matters as regards sales, but loyal customers are more likely to stick with their favorite brands through difficult times and, in a more stable marketplace, will wait for them or will actively seek them out.” “What’s incontrovertible is that the 2021 Customer Loyalty Engagement Index confirms brands that best meet consumers’ expectations, and are capable of sustaining emotionally engaging relationships, always see enhanced loyalty – and the market share and profits that come with it,” added Passikoff. A complete list of the CLEI’s 94 categories, and the brands exhibiting the highest loyalty focus via emotionally-engaged customers and an ability to best meet customer expectations can be found at https://brandkeys.com/customer-loyalty-engagement-index/ For more information about a specific category or sector, or specific brand rankings and diagnostics, please contact Leigh Benatar at leighb@brandkeys.com Methodology For the 2021 CLEI survey, 75,804 consumers, 16 to 65 years of age from the nine US Census Regions, self-selected categories in which they are consumers and brands for which they are customers. This year Brand Keys examined 94 categories and 855 brands. Forty (40%) percent were interviewed by phone and sixty (60%) percent were interviewed online. Brand Keys uses an independently-validated research methodology that fuses emotional and rational aspects of the categories, identifies four category-specific path-to-purchase behavioral loyalty drivers, and identifies the values that form the components of each driver, along with their percent-contribution to engagement, loyalty, and profitability. This year Brand Keys organized brand loyalty standings via psycho-emotional loyalty mapping to identify where brand-specific loyalties fall, help visualize loyalty decision-path, and clarify brand positions in the marketplace. Consisting of two axes, one representing the degree of emotional engagement a brand engenders and the second, a measure of the brand’s ability to meet customer expectations, allow brands to focus marketing efforts to better manage loyalty and competitive challenges. Brand Keys’ research technique, a combination of psychological inquiry and statistical analyses, has a test/re-test reliability of 0.93 and produces results generalizable at the 95% confidence level. Brand Keys loyalty assessments correlate with positive consumer behavior in the marketplace at the 0.80+ level. It has been successfully used in B2B, B2C, and D2C categories in 35 countries. Contact: Visibility Len Stein lens@visibilitypr.com 914.527.3708

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MARKETING STRATEGY

GetResponse Launches Enhanced Ecommerce Marketing Automation Solution

GetResponse | May 16, 2022

GetResponse, marketing automation software, announces the launch of an enhanced Ecommerce Marketing Automation solution. Ecommerce marketing automation helps online store owners scale their businesses in an automated manner increasing revenue and sales. "Though we've had existing partnerships and robust integrations with Ecommerce companies such as Shopify, Magento, PrestaShop, WooCommerce, and BigCommerce, it became clear to us through countless customer interviews that we needed to expand our Ecommerce automation solution, Inspired by this insight, we pushed our existing Ecommerce integrations to a new level and added additional features to better equip business owners to drive revenue seamlessly." Daniel Brzeziński, Vice President, COO and Head of Product at GetResponse The following set of enhanced features allow users to harness the power of automation to grow their Ecommerce stores: One-click integrations with leading Ecommerce platforms: Populate product inventory and customer data in GetResponse (no coding experience required). Advanced segmentation: Information on customer purchases, order history, and behavior on sites enables building segments for specific groups of customers and creating precisely- targeted marketing campaigns that convert. Quick transactional emails: Send automated purchase confirmations and trigger automated abandoned cart emails that remind customers about unfinished purchases. Promo codes: Synchronize promo codes from ecommerce platforms with GetResponse and seamlessly drag and drop them into newsletters, autoresponders, or automation messages. Product recommendations: The Product Recommendations Engine is a powerful, data-driven tool that learns customer preferences and potential needs based on historical purchases and behavior. The automation populates the section within an email with specific products relevant to each recipient on the list. Popups: Used to grab website visitors' attention, popups significantly increase site conversions and sales. GetResponse provides access to a code-free, drag-and-drop creator, where users can design popups and outline specific conditions on how they work. Prebuilt automation templates: Welcome new contacts, recommend products, recover lost sales, and use behavioral targeting easily with prebuilt templates and playbooks. Omnichannel: Utilize email, web push notifications, SMS, and popups for complete multichannel customer engagement campaigns that enhance sales growth. About GetResponse Founded in 1997, GetResponse, a simple-yet-powerful marketing automation software, has more than 20 years of experience empowering businesses to run online marketing effectively. Along with 24/7 customer support available in eight languages, GetResponse features more than 30 tools: email marketing, website builder, conversion funnel, marketing automation, live chats, webinars, paid ads, and more.

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MULTI CHANNEL MARKETING

InfluencerActive Launches the World’s First Business-to-Business Influencer Marketplace

InfluencerActive | October 06, 2021

Leading Business Influencers with Extensive Networks Join Global Digital Platform to Help Boost Marketing Campaigns of B2B and B2C Brands InfluencerActive, Inc. today announced the global launch of the world’s first business influencer digital marketplace, featuring more than 200 highly networked, leading business influencers for B2B and B2C brands. These influencers are spread across 15 countries in the U.S., Asia-Pacific, Latin America, and Europe. The marketplace offers a combined first-level reach of over 20 million people and a network reach of more than 250 million people, numbers that are growing daily as more influencers join the platform. The InfluencerActive digital marketplace is available around the globe. According to Business Insider, the influencer marketing industry will grow to $15 billion by 2022. Additionally, a recent survey conducted by Influencer Marketing Hub shows that 75% of brands said they intend to dedicate a budget to influencer marketing in 2021, and 90% of survey respondents said they believe influencer marketing is an effective form of marketing. “Consumer-oriented social media channels like Instagram, YouTube, and more recently, TikTok, have been generating engagement for some time, while business-focused influencers have largely flown beneath the radar,” said Anthony James, CEO of InfluencerActive. “On sites like LinkedIn and Twitter, business leaders, executives, coaches, and even CEOs have built networks of influence that regularly reach millions of people around the world. But until now, there has been no easy way for B2B brands to engage and activate business influencers.” “The launch of InfluencerActive will change the influencer marketing game for both B2B and B2C brands, particularly with small businesses and medium-sized enterprises,” James continued. “Our focus is on curating a cadre of ‘hyper-networked’ business people – real professionals who have a vested interest in their professional network and the ability to generate high levels of engagement. As a digital marketplace, we have global scope and our influencers have worldwide reach through their networks of influence. In general, our customers don’t engage our influencers for their local expertise but for their regional and international scale.” An Easier Way to Leverage the Power of Influencer Marketing InfluencerActive was founded by CEO Anthony James, who for nearly 30 years, on four continents, has worked with organizations of all types and sizes to learn the art of leadership, influence, and technology disruption. The digital marketplace makes it easy for marketing leaders, brands, and agencies to work with influencers, giving them a direct line of communication and a simple process for integrating them into a campaign to increase awareness and impact. With the InfluencerActive marketplace, B2B and B2C marketers can quickly book an influencer, send the desired media and messaging, and see their content pushed live by the influencer within a matter of hours. "I knew nothing about influencers prior to connecting to InfluencerActive,” said Red Welke, Founder, T-Rex Hammer. “Our first experience with the platform was absolutely mind-blowing. We received hundreds of inquiries almost immediately. The platform delivers amazing value through professional recognition and brand awareness. We will be utilizing InfluencerActive consistently as part of our long-term marketing and growth strategy." “Advertising just doesn’t offer the same value as it once did,” said James. “Sponsored posts simply take the old ‘interruption marketing’ model and apply it to digital news feeds. But people don’t want to be interrupted. They want context, a story, entertainment, and trust. Our influencers are well-positioned to do that, and our platform is the ideal vehicle for making that happen.” The InfluencerActive digital marketplace is available at marketplace.influencer-active.com About InfluencerActive InfluencerActive is an influencer marketing platform that directly connects brands and businesses with curated and vetted business influencers to create a seamless marketplace for both buyer and influencer to engage. Influencers in the InfluencerActive network have built significant followings over traditional business channels such as LinkedIn and Twitter. Their trusted voices are valued in both the B2C and B2B contexts. In engaging with influencers through InfluencerActive, business owners can cut through the channel noise and marketing challenges of a fragmented media world. With Influencer Active, engagement is direct between business and influencer, and there is a cost only if an influencer agrees to engage. For more information, please visit Influencer-Active.com. Follow us on Twitter @InfluencerActi3, LinkedIn, and Instagram @influencer_active.

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MARKETING ANALYTICS

SparkPost Global Survey Reveals 74% of Marketing Leaders Concerned with Impending Privacy Changes

SparkPost | January 20, 2022

SparkPost, the world's largest email sending and optimization platform delivering nearly 40% of the world's email, released its annual email benchmark report, titled Email in 2022: The trends, behaviors, and benchmarks driving email forward. The report closely examines how digital marketers and email marketers have adjusted two years into the pandemic, and what digital marketing strategies they've leaned on to accelerate growth and connection with key audiences. The report includes data from two global surveys: 1) of 2,000 marketing leaders that looked at changes in strategies and budget, teams and workload, effects of privacy changes, and email marketing value and investments; 2) of 224 email marketing practitioners focused on how industry and economic changes have affected their ability to execute and succeed. The marketing leaders survey found that while businesses are showing a strong rebound from two challenging years, they are very mindful of how privacy can and will affect their future digital marketing success. The good news is most leaders recognize the importance of investing in aligning each marketing discipline, shoring up solid data practices, and bolstering their arsenal of branded content and communications channels. 2021 Proved Most Businesses Have Recovered Economically Businesses, for the most part, are bouncing back to pre-COVID levels, but marketing leaders are more mindful of where dollars are spent. Last year, only 42% of leaders were optimistic that economic recovery was within reach. Now, 63% report their budgets and priorities reflect pre-COVID levels. Priorities are shifting in that advertising and wide-net marketing efforts like social media marketing are too much of a gamble for organizations. Instead, they are investing in building out content and branding, which points to organizations knowing the value of investing in themselves. 91% of leaders say their team has been successful this year, signaling changes brought on by the pandemic have allowed marketing teams to prioritize budget and energy to their benefit. Consistently positive performance is good news for business: 71% of businesses have grown their marketing teams in the last year, reflective of a strong industry landscape, prioritization of marketing to the business, and appetite for good talent. 70% report business performance as better overall compared to last year. In 2020, only 42% of leaders said their businesses were performing better than the previous year. Comparatively, in 2020, 32% of leaders said business performance was worse. Fast forward one year, and that figure shrunk to 15%. Budgetary spend has shifted in the last year, with 2021 ranked budget priorities: 1) Branding, 2) Content Marketing, 3) CRM and Email Marketing, 4) Digital Advertising, 5) Social Media Marketing, 6) Demand Gen, 7) Website. In 2020, the top three areas of spend were (in order): Digital Advertising, Content Marketing, and Social Media Marketing. Email Marketing Continues to Perform as a Trusted Channel, Delivering Against the Bottom Line In years past, email marketers have been viewed as siloed parts of the marketing organization, but the tide is turning in a major way. Alignment across all marketing channels has skyrocketed in importance to marketing leaders in the last year, with 95% of leaders noting email marketing specifically is more tightly aligned with the marketing ecosystem compared to last year. The effort is paying off, with 76% of leaders saying their email marketing program has made a positive impact on the business in 2021, compared to 58% in 2020. 52% of marketing leaders deem their teams as "highly efficient," due in large part to bringing the email campaign production and management work in-house. Globally, 63% of leaders say everything is done in-house. This is mostly true in North America, where 76% of leaders have taken the work completely in-house. With returning budgets alongside bigger objectives and goals, workload is also on the rise – 69% of leaders say their teams are "busier than ever" (compared to 48% in 2020); 77% of North America leaders say there is a significant workload increase. Privacy-Related Changes and Challenges Continue to Worry Marketers The overall fragility of privacy – regulations, consumer behavioral shifts, and big changes coming from the likes of Apple and Google – are having both short- and long-term implications on business. Changes in privacy regulations and a shift in consumer perception of personal data are a big factor in marketing leaders' commitment to invest in earned and owned marketing channels. Email continues to grow in importance for CMOs, as many audiences have leaned on it for information and connection throughout the pandemic. The boom of email in the early stages of the pandemic shows no signs of slowing in 2021 and beyond. As such, marketing teams are prepping now for changes that are expected to come, with an overall approach of proactively respecting customer privacy. 82% of leaders are actively preparing for privacy changes. 67% of practitioners say they're concerned with how privacy changes will affect their ability to perform. 59% of leaders report their organization's email engagement data has "taken a hit." Specific changes that are keeping leaders up at night: Apple's iOS 15 changes are of most concern (81% rank it medium to high concern), followed by Google's third-party cookie tracking (77%), government regulations (72%), and deprecation of app tracking data (72%). Future of Work Success and Employee Happiness Hinge on Improved Collaboration and Communication Globally, nearly half (49%) of companies are still fully remote; 41% are hybrid. When asked if they love it, hate it, or are indifferent to working remotely, 85% of marketing leaders say they love it; 90% of practitioners agree. Despite significant workload increases, it's clear most companies have rebounded financially, and the increased investments in hiring and collaboration tools is allowing workers to succeed, mitigating frustrations, bottlenecks in work, and redundancy. For those fully remote: 98% actually say their collaboration is either the same (16%) or better (82%) compared to being in-office. 96% say communication is the same or better. 95% say productivity is the same or better. When gauging how changing work situations have impacted happiness: 95% of fully remote workers say it's the same or better, compared to 89% of hybrid workers and 89% of those in the office full-time. Work situations related to on-site, hybrid, and remote work still vary, yet it's clear that workers are happiest (and most productive) when they have the flexibility to determine their own ideal work-from-home/office routine. For the 41% of companies that have a hybrid work set-up: 71% of marketing leaders say they love it; 45% of practitioners agree. 94% say collaboration is the same or better compared to being in-office. 93% say communication is the same or better. 90% say productivity is the same or better. About SparkPost, a MessageBird company SparkPost is the industry's most trusted email optimization platform. SparkPost helps senders reliably reach the inbox with powerful solutions to help plan, execute, and optimize email. The SparkPost platform is powered by the industry's largest data network, a team of email experts to help brands elevate every aspect of their email program, and a security and compliance posture to support even the most regulated industries. SparkPost is the world's largest sender, delivering 40% of all commercial email – 4-5 trillion sends annually – and also boasts the world's largest data footprint to help enterprise-level brands make data-driven decisions to improve email performance. The world's most sophisticated senders, including The New York Times, Zillow, Adobe and Booking.com trust SparkPost to elevate their email.

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