Trending Sources

Why and How to Improve Audience Segmentation for B2B Marketing

Salesfusion

10 ways to segment your audience to meet the growing demand for personalization. In terms of technology, a marketing automation platform integrated with a CRM system can help you keep track of vital customer information, including defining characteristics, preferences and engagement history. Why Audience Segmentation Matters. Enter audience segmentation. Location.

Why You Should Invest In Inbound Marketing Before CRM Implementation

Hubspot

What should you focus on first, building an effective inbound marketing/lead generation process or implementing a CRM to manage your sales and customer acquisition process? The Purpose of CRM. There are several advantages of an effective CRM system with the primary purposes being: Building sales efficiency. deal with a lot of companies that have been using CRM for years.

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CRM Retargeting: The Shiny New Advertising Tactic?

Digital B2B Marketing

Rather than targeting an audience based on various characteristics, CRM retargeting allows you to target segments of your CRM database with online ads. CRM retargeting is similar. CRM Retargeting Applications for B2B Marketing The possibilities are nearly endless. Your Turn Do you see a place for CRM retargeting in your advertising campaigns?

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Geodemographics: Using Location-Based Segments for Targeted Marketing

Marketing Action

Segmentation strategies have long been a powerful way to target certain audiences, and geographic information is a key piece of the puzzle. Let’s take a look at the history of geodemographics and take a tour of the segmenting solutions being used in the marketplace today. Traditional segmenting strategies generally focus on four traits: Geographic: Where are they? Urban Elders.

Social CRM: How Can It Make Money?

Sales Intelligence View

The move to relating to the customer who absorbs and shares products and information in 140 characters or less culminated with the rise of social customer relationship management (CRM). The market for social CRM, and the applications it has produced to track customer habits, relationships and activity via social media platforms, has drastically orbited into relevance in the past year.

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Use Buyer Personas to Segment by Buying Behavior

Tony Zambito

  We look at opportunities via company name, whether they are Global 2,000 or Fortune 500, deal size potential, and other few factors that likely make up segmentation.    Usually a component of this effort is the target role and title you’ve got neatly pegged into a sales automation or CRM application.  Image via Wikipedia. Related articles.

Mega-List of Features in Marketing Automation (That You Won’t Find in CRM)

Modern B2B Marketing

by Jon Miller A common question I hear from marketers is “I already have a CRM system (e.g. salesforce.com, Microsoft Dynamics CRM), so why do I need marketing automation ”? Many CRM systems have a module for marketing. Architecture of Marketing Automation versus CRM. Communications to groups and segments (may be personalized and triggered 1:1). Business Goal.

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How to Overcome Disparate Data Challenges with Marketing Automation

It's All About Revenue

To compound this problem, organisations structured with a centralised marketing function have to work with varying degrees of maturity of CRM and database infrastructure — from fully functional real-time supply chain integrated to isolated databases — and even legacy Excel files. One of the biggest challenges facing modern marketers is the data management. Action Items.

Why CMO’s Need To Be More Involved in Ecommerce

Buzz Marketing for Technology

It also needs to be a reliable gateway to actions that grow sales beyond the initial purchase, such as cross-selling and upselling. Other types include customer relationship management (CRM) data and social media data. Product recommendations and other offers are then provided based on what the various groups are most likely to purchase. If the $42.3 But online is a big place.

Social CRM Prompts Skepticism

Manhattan Marketing Maven

There’s a lot of talk about social CRM but much less action. The reality is that very few companies have a clear understanding of what social CRM is, why they need it or why they should invest in the time, energy or technology to make it happen.    A recent survey in CRM Magazine found that 41% of a thousand companies surveyed had no CRM program and that 47.5% are either evaluating social CRM or doing it informally, whatever that means. We are looking at a slim segment of early adopters and a great mass of wait-and-see marketers. 

27 Ways to Slice & Dice Your Email List for Better Segmentation

Hubspot

We've already made the case for list segmentation in email marketing , and we sure hope you've bought in. Still in need of a little refresher on the merits of email list segmentation? Alright, now that you're undoubtedly on board with list segmentation, you're probably asking yourself how you should slice and dice your own list. 27 Smart Ways to Segment Your Email List.

What is Predictive Marketing?

SalesPredict

Here are some examples of data sets that could theoretically be combined with your internal databases to develop relationships in a predictive model today: Purchase intent data (web site visits, social media scraping). The most common use of predictive marketing analytics today is within a companies' CRM. Prior to 2011, the term "predictive marketing" had almost. Public legal records.

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The Coming Battle Over Social CRM

Manhattan Marketing Maven

There’s a colossal social CRM battle shaping up.   The big guys, Oracle, Adobe and Salesforce.com, bought up the first round of start-ups like Vitrue, Buddy Media and Wildfire , who pre-built social media applications and paved the way for thinking about how to identify, engage and stimulate brands’ fans. E big CRM dogs offer so-called “complete” solutions that link social activity to data marts and layer on BI tools, rules engines, campaign management systems and loyalty programs. Conventional CRM wisdom is that the more data points; the better.  

Radius Provides High Quality Data on Small Businesses

Customer Experience Matrix

In its current incarnation, Radius also imports a list of won and lost deals from each client’s CRM system (direct connection to Salesforce.com , batch imports from others) and shows how well each attribute correlates with success. Users can review the attribute list, create segments based on attributes, and analyze the attributes of each segment as a group.

CMOs Win When High-Value Customers Are Treated Personally Online

Buzz Marketing for Technology

The reason for this is simple: These customers are more often than not brand loyalists and willing to persuade others to become regular brand purchasers if they’re kept happy and engaged consistently in every single place they are interactive with brands. By using automated segmentation and targeting, brands should be able to detect segments unique to their brands and industries.

The Three Pillars of Predictive Marketing

SalesPredict

Most modern marketing teams have invested in marketing automation systems to help streamline demand generation, lead nurturing, segmentation, email campaigns, and other inbound marketing functions. Predictive analytics can analyze your internal CRM data in combination with external data sources to identify which accounts and leads have the highest propensity to buy.

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Evaluating Marketing Automation/CRM Integration

Digital Body Language

In a recent post, we talked about the three key elements in the Marketing Automation/CRM integration stack ; data, activity, and process. The next challenge in evaluating an integration between your marketing automation and CRM systems is understanding how to approach the integration. The way to think about this is a 2X2 matrix. The second method, however, is a more passive approach.

API 8

What Marketers Should Know About Big Data – and How to Put it to Use

It's All About Revenue

You may have hidden insights buried in your CRM or marketing automation platform. Many marketing organizations have turned to lead scoring to bridge the gap between marketing-generated leads and sales — to cut down on the noise and highlight the prospects with the greatest likelihood of purchasing. Targeting & Segmentation analytics big data data Lattice Engines Lead Scoring marketing marketing analytics targeting Throughout her career, she has advised and worked with several technology startups on their content strategies. Realize the Marketing Potential in Big Data.

5 Steps for Turning Big Data Into Big Revenue

It's All About Revenue

To do so, you need to manage your data in a way that brings together all of your interactions and purchase history. complete buyer profile based on products purchased, channels of engagement, and service history. 2. The goal here is to create actionable customer profiles so you can segment to your audience more effectively. Integrate marketing automation with your CRM and create business rules to distribute campaign responses to sales. 5. Demand Generation b2b marketing big data Email Marketing marketing automation revenue growth targeting and segmentation

How Predictive Intelligence Helps B2B Marketers with Buyer Targeting

SalesPredict

So how do you use the marketing automation and CRM systems you’ve invested in to improve buyer targeting and boost your demand gen results? Predictive intelligence can help identify and analyze behavior and intent data to provide a 360-degree view of prospects and their paths to purchase. Know where they are on the path to purchasing. How bad is it? Whose opinion do they value?

Everstring Offers Fast, Flexible, Account-based Predictive Models for B2B Sales and Marketing

Customer Experience Matrix

This means that building a new model only requires using activity history to identify the client’s responsive accounts and finding which segments have the highest concentrations of those accounts. Models for different products can be based built by selecting only accounts that purchased that product. Once a model is built, Everstring can score any new leads by just by identifying the segment their company belongs to and applying that segment’s score. Lists of new prospects require simply taking names from the highest-scoring segments. Sounds pretty simple, eh?

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Personalizing With Purpose

Buzz Marketing for Technology

Posted in CRM eCommerce Personalization. This failure to integrate customer relationship management (CRM) activities with online visitor behavior is wasting a significant opportunity to transform CRM into Customer Relationship Marketing. The Path to CRM Nirvana. Nirvana is a fully integrated CRM solution that feeds into specific online offers. billion.

Swish! How The Phoenix Suns Used Fan History To Drive Sales

It's All About Revenue

Residing within the team’s Microsoft CRM solution were not only names and addresses of past and present season ticket-holders, but the also a “since” date, marking the date of a fan’s first purchase. Pulling the “since” data from its CRM solution into their marketing automation system, the Suns deployed a ultra-targeted email campaign that directed previous season ticket buyers to a hypersite loaded with a personal message and photos from the customer’s point of origin with the team. by Jesse Noyes | Tweet this. Or witnessed that first gravity-defying dunk in person.

Digg 14

Getting to the Heart of It: CRM Technology

Fathom

Customer Relationship Management (CRM) is what keeps that heart beating. strategy before it is a technology, CRM puts your patrons at the center of your business, where they should be.  It focuses on fostering relationships by maintaining regular, organized contact with clients, customers, former customers, and prospects. Popular CRM Tools. Why CRM? Where Is CRM Going?

Don’t Let Prospects Get Lost: Create a Customer Journey Map

Marketing Action

Segmentation, lead scoring, triggered campaigns, and automated programs are all proven lead nurturing tactics. Plus, nurtured leads make 47% larger purchases than non-nurtured leads, according to The Annuitas Group. B2B Marketing CRM Demand & Lead Generation Lead Nurturing Sales & Marketing Alignment customer journey customer lifecycle journey lifecycle marketing

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Marketing Hacks: 10 New Ways to Use Your Marketing Automation Platform

Act-On

At a high level, it can be simply broken down into three major levels of focus: Brand Marketing, Demand Generation, and Customer Marketing (you may name them differently, but essentially these are the three core segments of marketing). And for the most part, marketing automation has been used to aid only one of these three segments –demand generation. But that’s changing. Templates.

Venntive Adds Communities to Small Business Marketing Automation and CRM

Customer Experience Matrix

It is clearly “all-in-one” sales and marketing software for very small business, combining marketing automation, CRM, and ecommerce along the lines of Infusionsoft and Ontraport (formerly OfficeAutoPilot). Standard integration with RapLeaf let users add demographic, interest, and purchase data from external sources by matching on email address. So far pretty normal.

What The Best Marketing Videos Have in Common With Must-See TV

Vidyard

In other words, they take a customer relationship management (CRM) approach to growing their following. The data comes from CRM, and the videos become a critical tool in helping sales and marketing organizations reach customers in a more personalized way. B2B sales teams probably wish their customers and prospects were as eager to sit down and talk about their next purchase. Using CRM and video tactically may be one way to start. A lot of decision makers, for example, start their buyer journey by taking in industry events and conferences. In other cases it’s subtler.

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Three Ways to Increase Bottom-of-Funnel Leads Using Data-Driven Marketing

Act-On

Well, with CEB reporting that B2B buyers are now almost two-thirds of the way through the purchasing decision before even contacting a vendor, marketing professionals must find new ways to get in front of prospects before they’ve made their purchasing decisions. If you’re lucky, your CRM and marketing automation platforms are filled to the brim with leads waiting to hear from you.

Good, No, GREAT Things Come in Threes: Build a Winning Trio for Customer Success

Act-On

These three customer-facing teams all need to work from a shared, single view of the customer’s history with your company – their purchases, preferences, communications, and any other relevant information. Use behavior-based communications, e.g., email trigger campaigns, effectively to employ personalized and targeted segmentation and communication strategies. The Big Take-Away.

Deliver More Sales Qualified Leads Using Predictive Intelligence

SalesPredict

The first step is to identify successes and failures within a company’s internal CRM and marketing automation system data (sales wins/losses). With a predictive model that identifies the company’s most successful micro-segments, and armed with insights about the key factors that led to those sales wins, marketers can identify opportunities to find and engage similar net-new prospects.

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Smart Agencies Don’t Neglect the Middle and Bottom of the Marketing Funnel

Act-On

In fact, when your agency adopts lifestyle marketing – engaging with clients during all stages of the purchasing journey – you’ll have the perfect framework in place to apply to your clients’ accounts as well, and you can use it in two ways: To help your staff find and close new business for your own agency. Within your MA platform, you can create tightly targeted list segments.

The Most Untapped Leverage Point For B2B Growth

DiscoverOrg

Compelling messaging is best produced using effective segmentation. For highly targeted segmentation , your team needs more than just a job title — they need job responsibilities, seniority level, perhaps even technology stack or company size. One more benefit: accurate and valuable data integrated into your workflow will drive CRM adoption by the sales team.

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How to Use Predictive Lead Scoring

SalesPredict

If Google can guess what you’re about to search for—based on what you, and others have searched for previously—why shouldn’t your CRM and marketing automation system tell you which leads and accounts to prioritize, based on whom you’ve successfully sold to before? This is what we call micro-segmentation. 5. 6 Ways to Make Your Marketing More Effective Using Predictive Scores.

9 Reasons Marketers Need a Data Management Platform

It's All About Revenue

Data contained in systems that a company already manages, like a website, social media, CRM, retail point of sale, call center, and mail. Data that is anonymous with the most amount of reach, least amount of exclusivity, and is purchased through a marketplace (and bid on) based on its reach and cost parameters. You want to maximize segmentation and scale campaigns. Big data.

How Kele Developed a Personalized Email Strategy

It's All About Revenue

She focuses on the implementation and ongoing innovation of marketing automation tools, and their integration with CRM solutions. Defining Buyer Profiles and Segmentation Strategy. Each customer, regardless of whether they purchased three years ago or are a monthly returning customer, was targeted in the same manner. Follow Jen on Twitter @Jenny_Iggy. Email marketing

Strikedeck Adds Automation to Customer Success Management

Customer Experience Matrix

On the other hand, several do use rules and/or predictive analytics to help manage the post-purchase portion of the customer relationship – making them possible Journey Orchestration Engines (JOEs). They can also define account segments to select accounts for playbooks or reporting. Most notably, it takes data from many sources: not just CRM and its own tracking codes, but also customer support, marketing automation, analytics tools, and any other system with a suitable API connector. This allows for standard treatments to be fully automated.

How to Beat Dunbar’s Number with MarTech

Modern B2B Marketing

Whether a lead is at the top of the funnel and just engaged with your company, an MQL who’s interested but not ready to purchase yet, or a new customer that just signed, your marketing automation system lets you track and analyze their behavior throughout each stage of their journey. He discovered by accident that for humans, the magic number is 150 people. Marketing Automation.

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You’ve Set Up Marketo And Salesforce -- Now What? Why You Still Need Attribution

bizible

Taking the next step, many have created a sales and marketing data foundation by connecting their marketing automation data to the CRM. But even if you’ve set up a great marketing automation platform like Marketo and a solid CRM system like Salesforce, there’s still work to be done. Marketo) and the CRM (e.g. And neither will the CRM. It just doesn’t feel right.

The 100 Year History Lesson On Marketing Operations and MarTech

bizible

Before database marketing and CRM software, marketers miscounted leads, double counting or not giving enough credit to those channels responsible for brand discovery. Marketers could now segment their audiences and track sales. From direct mail to the email in the 1990’s, marketers could segment and target their audiences based on purchase history and demographic factors.

CPL 69

B2B CRM / Branding Model

B2B Marketing Confidential

Wednesday, November 12, 2008 B2B CRM / Branding Model I was doing some more thinking about a specific B2B CRM and branding model. The concept, while not earth-shattering, does provide some clarity to the role of branding and CRM in a B2B organization. Basically the framework divides up the CRM value chain into four parts. Lets stat with Marketing Management.

Why Every Marketing Leader Should Develop A Marketing Technology Roadmap

bizible

So what’s the lay of the technology land when it comes to the technologies that store, segment, report and grow your customer database? Tomorrow it will be a list of tens of thousands of contacts, with customer acquisitions costs getting high enough where it becomes cheaper to spend a fortune to purchase look-a-like contacts from vendors. But how do you manage a martech stack?

6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

Since then, I’ve had a more detailed briefing, which clarified that their scope extends well beyond prospect lists to predictive models applied across all stages of the purchase cycle. 6Sense wouldn''t be a CDP if it merely displayed its data on a CRM screen without letting the CRM system import it. Starting at the beginning, the system imports a list of each client’s customers and sales opportunities from CRM and marketing automation systems. I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web.