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New AI-Powered Email Capabilities Released Into Salesforce Marketing Cloud

“We’re making email marketing even smarter with a set of new AI capabilities getting released into Salesforce Marketing Cloud,” says Salesforce VP Armita Peymandoust. “One of them is Einstein Engagement Frequency. The other one is Einstein Send Time Optimization. We also have Einstein Content Tagging out and available today to our customers. Email is definitely not dead. Even the Millennials say that.”

Armita Peymandoust, VP Product Management, Analytics, and Einstein at Salesforce, discusses new AI-powered email features for Marketing Cloud announced by Salesforce at Connections 19:

AI-Powered Email Capabilities Released Into Salesforce Marketing Cloud

As we know email is still a really important channel. Over 64 percent of customers are still saying that they prefer email channels to all the others. What we’re doing is we’re making email marketing even smarter with a set of new AI capabilities getting released into Salesforce Marketing Cloud. One of them is Einstein Engagement Frequency. The other one is Einstein Send Time Optimization. We also have Einstein Content Tagging out and available today to our customers. Email is definitely not dead. Even the Millennials say that.

Einstein Engagement Frequency

With Einstein Engagement Frequency we’re trying to tell the marketer what’s the sweet range that they should keep on engaging with their customers. As marketers, we want to keep on engaging with our customers but we just don’t want to get to a point that we’re potentially annoying them. So we are telling them that this is the range that you should stay in.

Einstein Send Time Optimization

Now that the marketer knows what the frequency of engagement should be, with Einstein Send Time Optimization we’re also telling them what is the right time to send those messages. It’s really easy with a drag and drop of an activity into Journey Builder we make every message go out at the right time for the customers.

Einstein Content Tagging

Then with Einstein Content Tagging, we’re basically bringing image recognition the same set of AI capabilities that you’re familiar with for your customer based or consumer based products. This is where you upload photos and then they automatically get tagged. We are bringing that same technology to the hand of the marketer. Every image that’s getting uploaded into Content Builder gets automatically tagged so they can find it later and use it when they’re building their messages.

Transactional Messaging

We’re also releasing Transactional API’s for Emails and SMS. There are different types of emails out there. There’s the commercial one and there’s the transactional one. It allows the marketer to bring both of those two in an inter-marketing cloud and take advantage of Marketing Cloud to send those emails to have the same voice, the same brand voice, and also be able to see how those are performing all in one place.

Indiana Pacers Improved Customer Engagements By 20 Percent

These features are all relatively new. So we have pilot customers that have been taking advantage of them. We have one retailer that talked about Einstein Engagement Frequency. They had a hunch that they were over messaging customers but they couldn’t really put their finger on it. With Einstein Engagement Frequency we could show them visually exactly where they’re over engaging with their customers and let them take action on it. The platform automatically created lists so that they would not send messages to the ones that are getting too many email messages.

We’ve had a set of AI features in Marketing Cloud, specifically Einstein Engagement Scores, was one that the NBA’s Indiana Pacers is taking advantage of, to increase the engagement rate that they’re having with their fans. They got a 20 percent increase in engagements with their fans using that.

Customer Engagement Getting Even More Granular

We have a jam-packed roadmap for the next of the rest of the year as well. One of the things that I’m really excited about is Content Selection that’s coming out. Content Selection lets each of those messages that we’re creating be dynamically optimized for every customer that’s receiving them. Think of your email as a template that has different aspects or different selections in it that gets automatically replaced with what your customer cares about most and also what they have engaged with most and historically. It’s very engaging for every one of your customers.

The other one that I’m interested in (that is coming later) is bringing natural language processing to understanding your subject lines. What types of subject lines are resonating? Why is it that they’re resonating with your customers? It will give you an insight on them first and then also give you recommendations on how to improve your subject lines.

New AI-Powered Email Capabilities Released Into Salesforce Marketing Cloud

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Leaning into SEO as Google shifts from search engine to portal

How to prepare your company for Google’s new customer journey for search.



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Google moves hotel pricing chart into the SERP

By improving the consumer travel-search experience Google is also going after a larger share of travel-ad spending.



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10 Tips to Transform an Elusive Goal into a Doable Project

When you work with clients, their projects become your projects. And when you’re consumed with helping others achieve their big…

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8 Ways to Weave Simple Visuals into Your Kick-Ass Words

It happened somewhere around third grade, when you were about nine years old. Do you remember? Before that age, we…

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Step into the Spotlight as a Community Speaker at MozCon 2019

Posted by Danielle_Launders

With MozCon 2019 right around the corner, we’re excited to announce our annual open call for community speakers! Are you the person that everyone in your office goes to for digital marketing advice? Dreaming of breaking into the speaking circuit to share your innovative ideas? Now’s the chance to submit your pitch for an opportunity to join industry leaders on stage in front of 1,500 of your peers. (No pressure!)

Not sure what a community speaker is?

At MozCon, we have a speaker selection committee that identifies practitioners at the top of their professional field, with a mean speaking game. But these sessions are by invite only, and we know the community is bursting at the seams with groundbreaking research, hot tips, and SEO tests that drive results.

Cue our community speaker program! We reserve six 15-minute community speaking slots throughout our three-day event. Now’s the time of the season when we encourage anyone in the SEO community to submit their best and most exciting presentation ideas for MozCon. Not only are these sessions incredibly well-received by our attendees, but they’re also a fantastic way to get your foot in the door when it comes to the SEO speaking circuit.

Interested in pitching your own idea? Read on for everything you need to know:

To submit a pitch:

  • Fill out our community speaker submission form to enter.
  • Only one submission per person — make sure to choose the one you’re most passionate about!
  • Your pitch must be related to online marketing and for a topic that can be covered in 15 minutes.
  • Submissions close on Monday, April 15th at 5pm PDT — no exceptions!
  • All decisions are final.
  • All speakers must adhere to the MozCon Code of Conduct.
  • If chosen, you’ll be required to present your winning pitch July 15–17th at MozCon in Seattle, WA.

I’m ready to submit my idea!

If you submit a pitch, you’ll hear back from us regardless of your acceptance status, so please be patient until you hear from us — we’ll work hard to make our decisions as quickly as we can!

As a community speaker you will receive:

  • 15 minutes on the MozCon stage for a keynote-style presentation
  • A free ticket to MozCon (we can issue a refund or transfer if you’e already purchased yours)
  • Four nights of lodging covered by Moz at our partner hotel
  • Reimbursement for your travel — up to $ 500 for domestic and $ 750 for international travel
  • An invitation for you and your significant other to join us for the pre-event speakers’ dinner (warning: it’s always delicious.)

How we select our speakers:

We have an internal committee of Mozzers that review every pitch. We analyze each topic to make sure there’s no overlap with our current sessions and to confirm that it’s a good fit for our audience. Next, we look at the entirety of the pitch to help us get a comprehensive idea of what to expect from your talk on the MozCon stage. This is where links to previous decks, content, and videos of past presentations is helpful (but isn’t required).

Here’s how to make your pitch stand out:

  • Keep your pitch focused to online marketing. The more actionable the pitch, the better.
  • Be detailed! We want to know the actual tactics our audience will be learning about — not just a vague reference to them. Remember, we receive a ton of pitches, so the more clearly you can explain, the better you’ll stand out.
  • Review the topics already being presented — we’re looking for sessions that are new and that round out our agenda to add to the stage.
  • Brush up on how to prepare for speaking.
  • No pitches will be evaluated in advance, so please don’t ask :)
  • Using social media to lobby your pitch won’t help. Instead, put your time and energy into the actual pitch itself!
  • Linking to a previous example of a slide deck or presentation isn’t required, but it does help the committee a ton.

Leading up to MozCon:

If your pitch is selected, the MozCon team is here to support you along the way. It’s our goal to make sure this is your best talk to date, whether it’s your first time under those bright stage lights or you’re a seasoned speaker who feels perfectly at home in front of a big crowd. We’ll answer any questions you may have and work with you to deliver a talk you’ll be proud of. Here are just a handful of ways that we’re here to help:

  • Topic refinement
  • Helping with your session title and description
  • Reviewing any session outlines and drafts
  • Providing plenty of tips around best practices — specifically with the MozCon stage and audience in mind
  • Comprehensive show guide
  • Being available to listen to you practice your talk
  • Reviewing your final deck
  • A full stage tour on the Sunday before MozCon to meet our A/V crew, see your presentation on the big screen, and get a feel for the show
  • An amazing 15-person A/V team to support your presentation every second it’s on the big screen and beyond

We’ve got our fingers crossed for you. Good luck!

Submit my pitch!

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5 Easy Ways to Transform Your Website into a Standout Salesperson

Most freelancers I know hate selling. And I can include myself in that bunch. Whether it’s a fear of rejection,…

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How to Grow an Idea into a Fruitful Product or Service

Let’s take it back … Way back … Before the internet was a part of creating your business. What steps…

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How to Get Into Google News – Whiteboard Friday

Posted by Polemic

Today we’re tackling a question that many of us have asked over the years: how do you increase your chances of getting your content into Google News? We’re delighted to welcome renowned SEO specialist Barry Adams to share the framework you need to have in place in order to have a chance of appearing in that much-coveted Google News carousel.

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Hi, everyone. I’m Barry Adams. I’m a technical SEO consultant at Polemic Digital and a specialist in news SEO. Today we’re going to be talking about how to get into Google News. I get a lot of questions from a lot of people about Google News and specifically how you get a website into Google News, because it’s a really great source of traffic for websites. Once you’re in the Google News Index, you can appear in the top stories carousel in Google search results, and that can send a lot of traffic your way.

How do you get into Google News’ manually curated index?

So how do you get into Google News? How do you go about getting your website to be a part of Google News’ manual index so that you can get that top stories traffic for yourself? Well, it’s not always as easy as it makes it appear. You have to jump through quite a few hoops before you get into Google News.

1. Have a dedicated news website

First of all, you have to have a dedicated news website. You have to keep in mind when you apply to be included in Google News, there’s a team of Googlers who will manually review your website to decide whether or not you’re worthy of being in the News index. That is a manual process, and your website has to be a dedicated news website.

I get a lot of questions from people asking if they have a news section or a blog on their site and if that could be included in Google News. The answer tends to be no. Google doesn’t want news websites in there that aren’t entirely about news, that are commercial websites that have a news section. They don’t really want that. They want dedicated news websites, websites whose sole purpose is to provide news and content on specific topics and specific niches.

So that’s the first hurdle and probably the most important one. If you can’t clear that hurdle, you shouldn’t even try getting into Google News.

2. Meet technical requirements

There are also a lot of other aspects that go into Google News. You have to jump through, like I said, quite a few hoops. Some technical requirements are very important to know as well.

Have static, unique URLs.

Google wants your articles and your section pages to have static, unique URLs so that an article or a section is always on the same URL and Google can crawl it and recrawl it on that URL without having to work with any redirects or other things. If you have content with dynamically generated URLs, that does not tend to work with Google News very well. So you have to keep that in mind and make sure that your content, both your articles and your static section pages are on fixed URLs that tend not to change over time.

Have your content in plain HTML.

It also helps to have all your content in plain HTML. Google News, when it indexes your content, it’s all about speed. It tries to index articles as fast as possible. So any content that requires like client-side JavaScript or other sort of scripting languages tends not to work for Google News. Google has a two-stage indexing process, where the first stage is based on the HTML source code and the second stage is based on a complete render of the page, including executing JavaScript.

For Google News, that doesn’t work. If your content relies on JavaScript execution, it will never be seen by Google News. Google News only uses the first stage of indexing, based purely on the HTML source code. So keep your JavaScript to a minimum and make sure that the content of your articles is present in the HTML source code and does not require any JavaScript to be seen to be present.

Have clean code.

It also helps to have clean code. By clean code, I mean that the article content in the HTML source code should be one continuous block of code from the headline all the way to the end. That tends to result in the best and most efficient indexing in Google News, because I’ve seen many examples where websites put things in the middle of the article code, like related articles or video carousels, photo galleries, and that can really mess up how Google News indexes the content. So having clean code and make sure the article code is in one continuous block of easily understood HTML code tends to work the best for Google News.

3. Optional (but more or less mandatory) technical considerations

There’s also quite a few other things that are technically optional, but I see them as pretty much mandatory because it really helps with getting your content picked up in Google News very fast and also makes sure you get that top stories carousel position as fast as possible, which is where you will get most of your news traffic from.

Have a news-specific XML sitemap.

Primarily the news XML sitemap, Google says this is optional but recommended, and I agree with them on that. Having a news-specific XML sitemap that lists articles that you’ve published in the last 48 hours, up to a maximum of 1,000 articles, is absolutely necessary. For me, I think this is Google News’ primary discovery mechanism when they crawl your website and try to find new articles.

So that news-specific XML sitemap is absolutely crucial, and you want to make sure you have that in place before you submit your site to Google News.

Mark up articles with NewsArticle structured data.

I also think it’s very important to mark up your articles with news article structured data. It can be just article structured data or even more specific structured data segments that Google is introducing, like news article analysis and news article opinion for specific types of articles.

But article or news article markup on your article pages is pretty much mandatory. I see your likelihood of getting into the top stories carousel much improved if you have that markup implemented on your article pages.

Helpful-to-have extras:

Also, like I said, this is a manually curated index. So there are a few extra hoops that you want to jump through to make sure that when a Googler looks at your website and reviews it, it ticks all the boxes and it appears like a trustworthy, genuine news website.

A. Multiple authors

Having multiple authors contribute to your website is hugely valuable, hugely important, and it does tend to elevate you above all the other blogs and small sites that are out there and makes it a bit more likely that the Googler reviewing your site will press that Approve button.

B. Daily updates

Having daily updates definitely is necessary. You don’t want just one news post every couple of days. Ideally, multiple new articles every single day that also should be unique. You can have some sort of syndicated content on there, like from feeds, from AP or Reuters or whatever, but the majority of your content needs to be your own unique content. You don’t want to rely too much on syndicated articles to fill your website with news content.

C. Mostly unique content

Try to write as much unique content as you possibly can. There isn’t really a clear ratio for that. Generally speaking, I recommend my clients to have at least 70% of the content as unique stuff that they write themselves and publish themselves and only 30% maximum syndicated content from external sources.

D. Specialized niche/topic

It really helps to have a specialized niche or a specialized topic that you focus on as a news website. There are plenty of news sites out there that are general news and try to do everything, and Google News doesn’t really need many more of those. What Google is interested in is niche websites on specific topics, specific areas that can provide in-depth reporting on those specific industries or topics. So if you have a very niche topic or a niche industry that you cover with your news, it does tend to improve your chances of getting into that News Index and getting that top stories carousel traffic.

So that, in a nutshell, is how you get into Google News. It might appear to be quite simple, but, like I said, quite a few hoops for you to jump through, a few technical things you have to implement on your website as well. But if you tick all those boxes, you can get so much traffic from the top stories carousel, and the rest is profit. Thank you very much.

This has been my Whiteboard Friday.

Further resources:

Video transcription by Speechpad.com

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SAP Massively Going for Expansion Into Multi-Cloud World, Says CTO

“We’re massively going for the expansion into this multi-cloud world,” says Björn Goerke, SAP CTO & President of the SAP Cloud Platform. “We strongly believe that the world will remain hybrid for a number of years and we’re going in that same direction with the SAP Cloud Platform.”

Björn Goerke, SAP CTO & President SAP Cloud Platform, recently discussed the future of the SAP Cloud Platform in an interview with Ray Wang, the Founder & Chairman of Constellation Research:

Massively Going for Expansion Into Multi-Cloud World

We’re massively going for the expansion into this multi-cloud world. We strongly believe that hybrid clouds will play a major role in the coming years. If you also follow what the hyper scalars are doing, Amazon was the last one to announce an on-premises hybrid support model. We strongly believe that the world will remain hybrid for a number of years and we’re going in that same direction with the SAP Cloud Platform.

We announced partnerships with IBM and ANSYS already and there will be more coming. We’re totally committed to the multi-cloud strategy driving the kind of choice for customers that they demand. But then what we’re more and more focusing on is business services and business capabilities. It’s about micro services as well. It’s really about business functionality that customers expect from SAP. We are an enterprise solutions company.

It’s Really About No Code and Low Code Environments

With our broad spectrum of 25 industries we support all the lines of business within a corporation from core finance to HR to procurement, you name it. We are focused on a high level of functionality that we can expose via APIs and micro services on a cloud platform to allow customers to quickly reassemble and orchestrate customer specific differentiating solutions.

There is no other company out there in the market that has the opportunity to really deliver that on a broad scale worldwide to our corporate customers.

That’s where we’re heading and that’s where we’re investing. We’re working on simplifying the consumption of all of this. It’s really about no code and low code environments. You need to be able to plug and play and not always force people to really go down into the trenches and start heavy coding.

SAP Embedding Machine Learning Into Applications

Beyond that machine learning is all over and on everybody’s mind. What we’re doing is making sure that we can embed machine learning capabilities deep into the application solutions. It can’t be that every customer needs to hire dozens and even hundreds of data scientists to figure these things out.

The very unique opportunity that SAP has is to take our knowledge in business processes, take the large data sets we have with our customers, and bring machine learning right into the application for customers to consume out of the box.

RPA is a big topic as well of course. We believe that 50 percent of ERP processes you can potentially automate to the largest part within the next few years. We are heavily investing in those areas as well.

Focused on Security, Data Protection, and Privacy

Especially if you think about the level of connectivity and companies opening up their corporate environments more and more, clouds being on everybody’s mind, and the whole idea to make access to information processes available to everybody in the company and in the larger ecosystem at any point in time from anywhere, of course, that raises the bar that security has to deliver. So it’s a top of mind topic for everybody.

There are a lot of new challenges also from an architectural perspective with how these things are built and how you communicate, We have a long-standing history as an enterprise solution provider to know exactly what’s going on there. There’s security, there are data protection and privacy that companies have to comply with these days. I think we’re well positioned to serve our customers needs there.

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