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Marketing software provider Spotler Group has acquired the Dutch E-mail Service Provider (ESP) Webpower. With this acquisition, Spotler Group has strengthened its leading position as the largest ESP in the Netherlands.

By adding Webpower to the Spotler Group, the first steps will be taken in European countries such as Spain and Sweden. In addition, according to Spotler, this acquisition ‘further expands the product range with specific customised solutions in the field of e-mail marketing automation’.

The acquisition of Webpower is another important step in the Spotler Group’s growth strategy.

Lee Chadwick, board member in the Spotler Group: ‘The acquisition of Webpower is another important step in the growth strategy of the Spotler Group. Together with the companies that are already part of Spotler Group, Spotler Netherlands, Spotler UK, Flowmailer, Measuremail and Tripolis, Webpower will work on innovative solutions in areas such as artificial intelligence (AI), data management, automation and transactional e-mail mail communication’.

 

Pascal Kurvers, Managing Director of Webpower: ‘We are delighted to be part of the Spotler Group and look forward to working with our new colleagues. We want to get started quickly with the product range within the group, so that we can start offering it efficiently to our Webpower customers immediately’.

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Marketers are constantly confronted with major changes and with customers who have ever higher expectations. AI, dynamic content and real-time contact are the challenges they have to face to remain competitive.

The question of whether your marketing planning is still in line with the expectations of your customers requires a faster evaluation than usual, so that you are able to make adjustments in time. Salesforce research shows that 84% of customers value the experiences companies offer at least as much as their products and services. Leading marketers understand this and are looking for new ways to approach their customers, for example with digital touchpoints such as mobile apps. AI deployment has also increased by 186% over the past two years. B2B marketers use ABM (Account Based Marketing), data and AI to develop personalised campaigns to meet their customers’ expectations. The digital transformation is a critical success factor for businesses, due to the major changes that lie ahead.

The sixth edition of the recently released Salesforce State of Marketing report contains insights from nearly 7,000 leading marketers around the world. This research provides insight into the strategic priorities, challenges and technologies that are occupying marketers and how they are anticipating them.

Read all insights and trends from 7,000 marketers worldwide. Download our research here.

Some of the key issues from the research:

1. Innovation is the top priority
Top marketers regard innovation as their top priority, followed by real-time interaction. They look for new ways to approach customers via digital touchpoints. For example, they indicate that their use of mobile apps has increased by 34% and video use by 21% since 2018. Real-time customer contact is a big challenge, but marketers are striving for more and more real-time customer experiences, because customers simply expect this. The Salesforce State of the Connected Customer report shows that 71% of customers use multiple channels to start and complete a transaction. They want the content offered to them on channel B to be based on previous actions via channel A. More than half (51%) of the marketers surveyed say that their content is dynamic for the different channels. However, there is still room for improvement.

2. The use of AI by marketers has increased enormously
Artificial Intelligence (AI) used to be considered hype, but now plays an important role. 84% of marketers say they use AI, compared to 29% in 2018. That is an increase of no less than 186% in two years.

During the current crisis, there is a huge need for customer data that can be used for empathic marketing. Marketers need to have a clear picture of the changing needs of their customers in order to be able to respond to this. Thanks to AI insights from their data (such as transaction data or indicated interests), marketers can personalise and take actions on a large scale.

3. Account-based marketing (ABM): one of the cornerstones of B2B.
B2B customers expect as much empathy and commitment as B2C customers. B2B marketers use data and AI to meet these expectations through account-based marketing (ABM). Using ABM, they develop different, highly personalised campaigns for their key accounts. They also use ABM to increase the Customer Lifetime Value of their customer relationships.

92% of the B2B marketers use an ABM programme. The emergence of ABM programmes is quite recent; 64% of these programmes have been set up in the past five years. These programmes have developed considerably; 68% now make use of automation.

4. New emerging technologies lead us to an uncertain future
Marketers expect new technologies and societal developments to bring about even greater changes in the decade ahead. 60% of top marketers believe that 5G will have a major impact on marketing in the next decade. At higher speeds, other innovations, including virtual reality, are coming within reach for an even better customer experience.

What the future holds for marketing? No one can predict what will happen next week, let alone next year. The corona crisis is forcing companies to think and decide how to improve contact with their customers and give customers what they want, when they want it. Suddenly something is being done with ideas that have been around for years. Marketers can take the lead in this innovation; 79% of marketers say they are the driving force behind customer experience initiatives within their organisation.