Customer engagement: eCommerce marketers are moving from value creation to value expansion


Customer engagement stands as the lifeblood of Ecommerce business’s growth, yet countless companies struggle to master it effectively. Whether it’s messy data, limited resources, or a lack of expertise, these obstacles can hinder our progress.

While many companies excel at creating value for their customers, the true key to sustaining a robust growth engine lies in value expansion.

Value creation, the initial proposition based on ideal customer profiles, merely serves as a starting point. In reality, manually created profiles swiftly lose their value, given the rapid changes in customer preferences and market dynamics.

This is where value expansion takes center stage—a capability to extract real-time insights from our customer data and continuously optimize our engagement strategy. Achieving this requires impeccable data organization and leveraging the practical application of cutting-edge technologies like machine learning (ML) and artificial intelligence (AI).

Discover why embracing these advancements is crucial when it comes to captivating our customers. For more in-depth insights, I invite you to read the full article here:

Customer engagement: Moving from value creation to value expansion


Some more industry news:


Who Should Hold the Purse Strings for Martech Tools?


Marketing and IT should work together in Martech decision making.


Gartner analyst Laura McLellan famously predicted that by 2017, CMOs will spend more on technology than CIOs. So, which team should be in charge of buying marketing-technology tools: marketing or IT? That can be a divisive question. Between 2015 and 2020, marketing was indeed calling the shots, selecting and buying the tools that best suit them. Or, at the very least, it would run its choices through IT for vetting and final procurement.


51% of SMB marketers say they’re stuck with redundant martech


SMB should definitely reconsider their Martech stack. Lean means paying only for the applications that deliver value.


More than half of the marketing technology used by small and medium-sized businesses (SMBs) is redundant, according to a new survey. 

This redundancy is expensive and inefficient. SMBs spend approximately $43,500 annually on martech it seldom uses, according to the report by Capterra, an online marketplace for business technology. Some 39% of marketers in these companies say they spend more time on tasks because of martech, which performs identical or overlapping functions.


5 tips for successfully adding martech to your stack


But if you are going to build your Martech stack, do it smart! 


In today’s economy, companies are focusing on doing more with less. However, the highest reported investment increase across all major marketing resources by CMOs this year goes to marketing technology. 

Marketers and martech professionals have the option to buy one product or a full platform suite. Customer data, AI, marketing automation and analytics are must-haves for any martech stack and several companies are now looking to sell them all at once. 


3 agile marketing tips to stop starting and start finishing


And since we are at Lean Marketing and SMB:


One of the biggest problems marketers face today is working on too much. I have yet to meet a bored marketer. With the constant pressures from stakeholders changing their minds or asking for more, the result is a lot of starting work but not actually getting much of it finished and delivered to customers. 

It’s easy to get confused with being busy versus delivering customer value. However, it doesn’t matter how busy you are as an individual marketer. If effort take weeks — or even months — to be seen by customers, you might just be churning out a lot of that effort without the feedback and outcomes that marketing needs.


Customer Experience is the Primary Focus of Generative AI Investments


Good news! Customer Experience remains primary focus of companies, when ot comes to investments in latest technologies


Despite ongoing economic headwinds, only 17% of executives indicated cost optimization as the primary purpose of generative AI investments. Customer experience was the most common primary focus of investments, cited by 38% of respondents.

As organizations begin experimenting with generative AI, many are starting with use cases such as media content improvement or code generation. While these efforts can be a strong initial value-add, generative AI has vast potential to support solutions that augment humans or machines and autonomously execute business and IT processes.


Greg Blazewicz

SALESmanago is a Customer Engagement Platform for impact-hungry eCommerce marketing teams who want to be lean yet powerful, trusted revenue growth partners for CEOs. Our AI-driven solutions have already been adopted by 2000+ mid-size businesses in 50 countries, as well as many well-known global brands such as Starbucks, Vodafone, Lacoste, KFC, New Balance and Victoria’s Secret.

SALESmanago delivers on its promise of maximizing revenue growth and improving eCommerce KPIs by leveraging three principles: (1) Customer Intimacy to create authentic customer relationships based on Zero and First Party Data; (2) Precision Execution to provide superior Omnichannel customer experience thanks to Hyperpersonalization; and (3) Growth Intelligence merging human and AI-based guidance enabling pragmatic and faster decision making for maximum impact.

More information:

How Focus Garden Cultivated Unprecedented Growth with SALESmanago
How Focus Garden Cultivated Unprecedented Growth with SALESmanago

    Focus Garden, the premier destination for high-quality garden furniture and supplies, cultivates success as meticulously as their customers cultivate their gardens. We’re proud to support the company in their digital journey, focused strategically overcoming challenges and setting new standards in customer engagement.   In less than a year, our collaborative efforts with Focus […]

Prepare your business for a cookieless world 🍪
Prepare your business for a cookieless world 🍪

    If you haven’t heard of zero-party data’s immense benefits for online businesses, you must’ve spent the last two years under a particularly cozy rock 🪨    But don’t fret – let us give you a quick rundown of the benefits before we dive into how you can harness this goldmine, maximize the utility […]

SALESmanago Announces Key Leadership Appointments: Welcoming New CEO and CRO
SALESmanago Announces Key Leadership Appointments: Welcoming New CEO and CRO

    SALESmanago, a leading no-code CDP & Marketing Automation platform, is excited to announce significant changes to its leadership team, aimed at enhancing our delivery of end-to-end solutions to the mid-market. With a focus on actionable data insights and a flexible workflow management engine, we enable our clients to run automated, omnichannel marketing campaigns […]

[New Feature] Shine the light on your hidden visitors with Spotlight
[New Feature] Shine the light on your hidden visitors with Spotlight

    The data noise can keep you in the dark – that’s why Spotlight shines the light on the hidden visitors and helps convert them into loyal Customers. Understand your anonymous shoppers and tailor personalized website campaigns based on their behavior.   With approximately 85% of website visitors remaining anonymous, it’s crucial to understand […]

The Essential Role of Product Catalogs in Marketing Evolution
The Essential Role of Product Catalogs in Marketing Evolution

    In the dynamic realm of digital marketing, Product Catalogs act as the vital link between your eCommerce platform and SALESmanago. They aren’t just useful but essential for maximizing your marketing potential.    You might be wondering, ‘I’ve already integrated XML Product Feeds, why consider another integration to Product Catalogs?’ While XML Product Feeds […]