The Secret to Innovation Rests With Knowing Thy Customers

As brands continue their quest to leverage the latest shiny object tech affords them, the question remains how adept companies are in really knowing how to best reach their customers. It turns out that less than half of all businesses are really mapping out their customer’s journey and understanding how to connect with them, but… Continue reading The Secret to Innovation Rests With Knowing Thy Customers

User-Generated Marketing Service Chute Acquired by Private Equity Firm ESW Capital

A few years ago, companies clamored for solutions to help them capitalize on free media, the content people were producing on social media and voicing their support or displeasure about a particular product or brand. Tools were created that would help marketing managers and customer service agents communicate back to these influencers and many have… Continue reading User-Generated Marketing Service Chute Acquired by Private Equity Firm ESW Capital

Klout’s Role in the Weaponization of Influence

At a Klout meetup in 2010, Ben Parr stands in front of his influencer score. Photo credit: Ken Yeung/TheLetterTwo.

For some, it’s considered to be the punch line to a joke, or just a vanity metric. For others, it’s a badge of honor — the dispensation of the “+K” that for years, bolstered their designation as being what has become an overplayed term: influencer. With such a polarizing service, it’s not surprising that the… Continue reading Klout’s Role in the Weaponization of Influence

Why Salesforce’s Quest For $20 Billion Rests With AppExchange and Trailhead

Salesforce chief executive Marc Benioff gestures during his keynote address at the company's Dreamforce conference in San Francisco. Photo credit: Ken Yeung

Last November, Marc Benioff proclaimed his company would generate $20 billion in revenue by 2022. The declaration by Salesforce’s chief executive came after successfully beating analyst expectations in the company’s Q4 earnings, where it revealed it had also passed a revenue milestone of $10 billion for the fiscal year. The growth was attributed to more… Continue reading Why Salesforce’s Quest For $20 Billion Rests With AppExchange and Trailhead