Software & Technology by MarketScale

Advertising is everywhere- to the point where many of us just ignore it. It’s not meaningful. There’s too much noise. So, marketers now have to be more creative with how they engage consumers. In a saturated world, personalization is critical. Talking about this concept concerning out of home (OOH) advertising is Cole Cummings, Marketing Director for BoardActive, a platform for connecting brands and customers using location-based engagement.

Cole said, “Personalization is huge in the digital age because consumers are being bombarded with content. They are becoming blind to typical ads. They need to be as personal as possible to engage the customer. Advertisers want to get relevant information to consumers with personalization.”

Technology is, of course, making personalization possible even in the OOH market, allowing brands to actually determine how effective their campaigns are with software like BoardActive’s. “Our software allows for better measurement of campaigns and along with that is personalization for those viewing increasing conversions. The platform allows users to set up a virtual boundary and send content to the apps when people come into the space based on if they have a brand’s app,” Cole stated.

Now brands have a connection to their loyal users and can collect their location habits. With this information, they can segment groups and create targeted campaigns. “With this feature from our platform, programmatic buying will be revolutionized. For example, if there’s a digital billboard near a stadium and based on location data and user profiles, you know that those in the area at a certain time fit a profile, you can deliver hyper-focused messaging to those consumers,” Cole shared.

With any type of advertising, there is always the line between annoyance and benefit. Cole said, “All marketers want to engage consumers- not make them mad. It’s innate to reject advertising that’s not relevant, but when it’s personalized and benefits our lifestyle, we like it. We’re happy for that promotion. This is how brands create loyal customers and long-term relationships.”

Learn more about the fascinating world of OOH personalized marketing and how BoardActive enables it by listening to the podcast.

Comcast Business VoiceEdge customers often have dynamic needs for their respective businesses, but one common challenge is a lack of a recorded voice solution for both compliance and quality control measures. On this episode of the Software and Technology Podcast, host Tyler Kern sat down with Tim Kunkel, sales executive for OrecX, to discuss why the market is in need of an open source recording platform, and why OrecX's has seen so much success.

“Recording is definitely a trend on the rise and an important part of how customers approach customer service,” Kunkel said, explaining how customer service departments use such recordings for quality assurance.

On-demand recording is especially important for PCI (Payment Card Industry) compliance, a stringent set of requirements for handling sensitive customer information such as credit card numbers.

“The ability to control your own data that’s collected is a valuable asset for businesses to analyze, and then react and respond to,” Kunkel said.

He said a typical OrecX deployment takes 30 minutes or less to download and install, the sort of speed and ease that Kunkel said has resonated with business customers looking for a compatible solution for Business VoiceEdge.

“The reason we have success in pairing our solution goes back to our core values at OrecX, being an open source company,” Kunkel said. “Our openness and flexibility allow us to adapt to almost any telephony environment and that creates peace of mind for our customers looking for a compatible and reliable recording application.”

In the modern world, reliable internet service isn’t a luxury; it’s a necessity. But the world of managing networks for telecommunications companies becomes more complex every day as new technology emerges. The key to these networks is what’s outside the plant or building—assets like cables, poles, and anything necessary to deliver the internet connection. Today’s guest, Dustin Sutton, president of 3-GIS, a developer of software to manage fiber optic networks, shared his insights.

"Years ago, assets outside the building were easy to track. There were dots or lines on the map, and you know what those correlated to, which was copper cabling. Now, it’s much more complex. These dots and lines could represent many different types of cable. Plus, the telecom companies need to understand how those dots and lines connect," Sutton said

This type of data has been digitized for most companies. The location data is critical for keeping the network going but also to ensure that people don’t dig or disrupt what’s in the ground and so that providers can send field technicians out to connect or disconnect services. “This isn’t the case for every company, which means information isn’t streamlined, causing delays for end users. There are still challenges with the digitization of Open Settlement Protocol (OSP). When we talk to companies that want to make an investment in software to manage networks, they are focused on how to optimize revenue and keep customers; cost reduction is secondary,” Sutton said.

What’s critical for the future of networks is managing complexity. “Older systems were built on legacy platforms, so there was no ability to be flexible. But that’s the nature of the industry now. Fiber optic networks change rapidly, and organizations know that what they are putting in the ground today will be obsolete in five years. That’s why there is an effort to future-proof, so they don’t have to start over. They want an agile architecture. They are also over-building with extra cable in the ground or conduit on the pole, so there’s more capacity,” he said.

On today’s podcast, we are joined by the founder and owner of Psyche Systems, Bob Sage. The humble beginnings of Bob’s company began in 1976 when Bob found himself as a contract programmer. First, he worked on creating different lab systems that interfaced with specific instruments. Then word got around, and Bob found himself working for larger hospitals. So, he figured everything there was to know about labs and had some great successes.

Then the company he was contracting with decided they’d move forward without him. And Bob didn’t have a computer. “Back then computers were extremely expensive. I attempted to get a loan from the bank for one, but they passed. So, I was able to meet up with a man who was looking to invest in a small company, and things took off.”

The company experienced significant growth and profitability, but things fell apart around 1987. “We had a few tough years. We were in debt. But we adjusted, started over, and I’ve never borrowed money since then.”

Bob also shared where the name Psyche came from. “It started with thinking about a butterfly and their metamorphosis, so that became the symbol. Then I learned that the butterfly was also the symbol of the goddess Psyche. So, it just made sense.”

The company took another turn when Bob was experimenting with object-oriented programming. “That type of programming is very good at modeling. So, I started to model the company within the program and looking at the hierarchy, and it became clear to me that all the lines within the hierarchy weren’t necessary. Instead, all the groups of people became teams. I knew that teams were the best way to get anything done. These teams didn’t need managers telling them what to do. They did need leaders, but it was kind of like bringing democracy to the corporate culture.”

Bob admits this wasn’t an immediate hit. “People didn’t like it. They complained. We had a lot of turnover. Then we brought in new people that were more in tune with this way of working, plus, it was already in place, so they didn’t have to transition.”

What happened next? How did this new way of thinking revolutionize the company? Listen to the podcast to hear more about Psyche Systems and Bob’s story.

Call tracking is a rather new realm of technology. While there have been many call management solutions on the market for some time, call tracking is next-level. Imagine all the data businesses can glean from understanding what happens when customers or prospects call.

“The phone call has long been a lost touchpoint in the customer journey. When someone takes the time to call your business, it’s really your lead to lose. What happens in that phone call is extremely valuable and something that a company needs to understand,” Meghan Hodge, Director of Sales for CallTrackingMetrics said.

There have been some basic solutions for companies that could measure things like how long a call lasted and what the outcome was. However, call tracking is revolutionizing what can be learned from these interactions.

“Many of our clients want to know the source of calls, specifically if they came from a Google ad. Then they want to know what that conversation looked like. This enables them to understand what keywords drove that prospect to call, allowing them to optimize their paid ads and usually reduce spend," she said.

Hodge also shared how call tracking can help unite sales and marketing. “We had a recent client come on board and what they learned from the metrics was where the gaps were in both marketing and sales. This clarity allowed them to correct those gaps. With our system, there is full access and visibility.”

The data from phone calls is vital in helping businesses grow and improve customer experience. Hodge explains that with the CallTrackingMetrics platform, customers get an all-in-one tracking and contact center solution.

The workplace has changed; some would say for the better, others would say for the worse. Mobile workforces, open floor plans, co-working spaces, and IoT have all impacted the modern office in different ways, but a pretty agreed upon improvement in workplace culture and design has been a focus on collaboration.

Digital displays have become the cornerstone of that collaboration, acting as the canvas for content to live and breath. One of the biggest inhibitors for digital displays, though, is the wire. Having to wire-in a device to display on a larger more collaborative screen creates roadblocks to that very collaboration.

Whenever technological proficiency is difficult to attain, businesses cannot reach peak efficiency and can even lose clients in the process. Finding solutions to lessen the burden of connecting devices is something every business needs to pursue if they want to stay competitive and collaborative. That's where wireless display solutions come into play.

“Businesses of all sizes are planning to implement wireless display. I think at this point, it’s not a matter of if they’re going to do it, it’s really when,” said vice president and general manager of ScreenBeam, Mike Ehlenberger.

ScreenBeam hardware connects native casting solutions between devices like tablets, phones and desktops, Apple, Android and PC products alike, so businesses can seamlessly connect, share, and present relevant information to colleagues.

By going wireless, companies can rid themselves of the headache of finding compatible devices on short notice, and consequently, seeming unprofessional or unproductive during a presentation or meeting.

On the podcast, Ehlenberger explains what the standards for wireless display solutions are in the workplace, where they fall short, and how a platform agnostic piece of hardware will enable collaboration regardless of company type or collaborative event.

The business world is only going to become increasingly digital and connected. Now, more than ever, companies can stand out by implementing reliable connectivity solutions. What should be a powerful driver of business has become a net negative for many firms, but the right product can kickstart a digital future.

The most expensive software or technology in your office is software or tech that’s not used, but as any team leader can tell you, implementing something new seems like an impossible catch-22.

That’s where companies like California-based Skyline Advanced Technology Services (ATS) come in. In this episode of the MarketScale Software & Technology Podcast, host Daniel Litwin sat down with Carrie Cinosky, Director of Sales Strategy Operations for Skyline ATS, to discuss the challenges companies face in implementing new technology.

Cinosky also shared how Skyline ATS partners with companies in intensive four-day, on-site training, and reveals the tactics they use to ensure their clients walk away with full retention of the software information.

“People think, ‘I can’t change my technology because I can’t change my people, and I can’t change my people because I can’t change my technology,” Cinosky said. This dilemma often stops businesses from implementing software that can improve productivity, profitability, and communication — a classic slow-to-adopt mentality.

“Customers don’t always realize what kind of impact it could be for their business,” Cinosky said. “But once they understand what it could mean for their environment and these are the people they need to put in place to support it, that's when you get that true adoption. Then soon they feel, ‘I don’t know how we didn’t have this before.’”

Few industries change as rapidly as the tech industry. With ever-evolving telecommunications and tech innovations pushing change, tech companies must be prepped to turn on a dime and meet the demands of their customers wanting the stay on the leading edge. So how does an IT company brand itself to be relevant now, and well into the future where the tech landscape may look different? We answer this question today talking with Amber Lawhun, VP of Marketing & Partner Programs for Pinnacle Business Systems.

When Pinnacle began 30 years ago, it was an IBM-only solution for companies. But at the time, this is what businesses needed. Over the course of three decades and the rapid evolution of tech, businesses have grown new demands. Now, clients come to Pinnacle looking for a full-scale solution to their IT needs: Security, speed, and a comprehensive solution centered around their business outcomes. Pinnacle has stayed relevant by listening to its customers' needs and catering its services to meet those new demands.

As Pinnacle rounded its 30 year anniversary, it needed a facelift to reflect the new services it provided, and a tag line that highlighted their core principle and the key to their evergreen success--“Attention you deserve.” This tag line embodies the company’s main feature--a keen ear for listening to its client's needs. Over the years, Pinnacle has remained agile to the needs of its customer base and has put proven solutions in front of them based on their needs.

Amber attributes the key to their success to their ability to listen, as well as staying authentic and true to its client base. “Customers are looking for trust,” she said, and prefer “substance over flash.” As a successful, long-standing IT company, Amber’s advice to other IT companies navigating a rapidly changing marketplace is simply this: “Bring value and listen to the customer’s needs.”

According to Craig McCue, Vice President of Sales and Business Development for OrecX, 60 percent of companies’ customer interaction data comes from voice data.

Most people might seem to prefer emails or texts to phone calls these days, but the statistic is true, and yet a lot of companies don't understand how impactful this can be on daily operations or important business decisions. With the early focus on big data in the early part of the decade, people started realizing that there was a missing piece in all the insight they were trying to leverage, and that missing piece was voice data.

On this episode of the Software & Technology podcast, McCue explains why installing voice recording software is really no different from any other software platform; clients will review products that have many similar features and will select whether they would like to record 100 percent of calls, a certain subset, or calls on demand.

“Each client’s needs tend to be unique and what we find from our clients is that they expect more from a call recording solution,” McCue said.

Customers require more security, and they want more flexibility with their hardware, OS, and database or cloud solution. Additionally, they want their new system to be deployed quickly, which is why OrecX prides itself on installing voice recording systems within 30 minutes and provide a same-day ROI to clients.

“Call centers are continuing to use call recording to resolve disputes and to achieve compliance, but they’re adding some to increase agent performance,” McCue said.

The most important of these additions is the ability to mine this customer data to help them realize new goals and trends within customers in the marketplace.

Joining the Marketscale Podcast today is telecom entrepreneur Katherine Tracey, CEO at KATT Communications. She shares with listeners her journey to launching her own business in the telecom industry, one that has been male-dominated.

KATT Communications started with a focus on converting businesses to Voice Over Internet Protocol (VOIP), but Tracey remarked, “The growth of the company has been unexpected and kind of went in a different direction. We’ve seen exponential growth on the cabling side of the business.”

Tracey’s path to becoming a business owner was not always linear.

“I had planned to relocate to Texas to take a larger role with the telecom company I had been working for, but life changed,” she said. “I found myself not relocating and a single mom that needed to find a new job. There wasn’t anything that really fit where I was, so I decided to take the leap and start my own business.”

Tracey admits it has not all been positive. “There have been ups and downs. I am fortunate to be a certified women-owned small business. That has provided opportunities, but I’ve had to blaze my own trail in a way. Part of is because I don’t just run the business side. I’m part of the technical side as well and often go to installations to be out in the field.”

Overall, Tracey wanted to find a balance to be able to experience all the important life moments with her kids while still being the one in charge of her own business and future. She believes this has been key to her success.

She also offered that because she is a small business owner, she understands the concerns and challenges of her clients.

“I know they have a budget they have to be under but also need the tools to keep their business running. It’s a significant investment. So, I educate them, and we also offer lease to own options, so it’s not such a huge up-front cost,” she explained.

Finally, Tracey wanted to express how important it is for other young women to support each other in telecom or any field and spoke about her involvement with Alliance of Channel Women, which is a group that helps women in the industry become educated and certified, while also offering mentorship.