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Why and How to Improve Audience Segmentation for B2B Marketing


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


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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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.

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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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.

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.

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. 

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 , 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.

What is Predictive Marketing?


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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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.

The Coming Battle Over Social CRM

Manhattan Marketing Maven

There’s a colossal social CRM battle shaping up.   The big guys, Oracle, Adobe and, 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.  

The Three Pillars of Predictive Marketing


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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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.

6 important data points to record on your customers


If you’re not already using a customer relationship management (CRM) platform to collect and manage the data , you should be. You can encourage them to share their information by offering a freebie or a special discount on their next purchase. Survey your customers after they make a purchase to find out how they came to your business in the first place. Contact Information.

Intent Data Is Just One Piece Of The Predictive Puzzle


Intent data is information that indicates the interest of a business in a particular topic which can signal a company’s intent to purchase products or services. Image : 3 Types of Data For Predictive Segmentation. Layering intent data on your target segments is a powerful way to identify in-market prospects. The Rundown On Intent Data. How It Fits Into The Predictive Puzzle.

Look-Alike Targeting Can Be Deceiving


Customer segmentation is the bread-and-butter of B2B marketing. Yet marketers are often at a serious disadvantage when performing segmentation because they rely on inaccurate or incomplete data. Picking the Best Audience with Predictive Segmentation. This is where predictive segmentation can make a difference. At Radius, we call these Recommended Segments.

Getting to the Heart of It: CRM Technology


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?

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.

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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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

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.

5 Key Differences Between Email Marketing and Marketing Automation


Make a purchase? Email marketing requires a significant investment of time on the front end –from the creation of emails, to list segmentation, and post-delivery analytics. You still have to create your emails, plan your campaigns and segment your list, but you can build automated programs with more choices and options. Your business is getting traction. Did they click a link?

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.

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How Predictive Intelligence Helps B2B Marketers with Buyer Targeting


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?

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

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.


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.


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


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.

Making the Case for Predictive Marketing and Sales


In this way they can smartly grow their database by only adding high-propsensity buyers, rather than random names from a purchased list. By using predictive marketing and sales to create a complete customer persona, marketers are able to take that data and create hyper-targeted segments and orchestrate personalized marketing across multi-channels, including through the sales team.

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A Scorecard for B2B Marketing Operations [Download Evaluation]


The martech segment of the marketing operations scorecard focuses on the types of technology that B2B companies should assimilate into their B2B marketing strategy. This allows marketers and salespeople to see which personas at these accounts have been engaging through the funnel -- and whether or not the entire buying center is primed for a purchase decision. MARTECH. INTEGRATIONS.

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


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.

5 Ways to Immediately Boost Account Based Marketing (ABM)

B2B Lead Generation Blog

Here’s a transcript of that discussion: Paul:   Welcome once again to another episode of CRM Radio Today; the voice of CRM today and tomorrow. And then as you develop your segmentation, your list, your approach, that’s important, the other is getting clear on how sales and marketing are working together and that’s creating service-level agreements. Jim:   Empathy, huh? Break].

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


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.

5 Proven Tips to Keep Leads Engaged With Retargeting


Sometimes a prospect comes to your website, finds exactly what they want, and makes a purchase. The classic use case is when a customer puts a something into a shopping cart, but does not complete a purchase. That action of putting an item into the cart shows clear purchase intent. Proven Tips to Keep Leads Engaged With Retargeting. 1) Segment your audience. shoes).

How to Use Predictive Lead Scoring


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.

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


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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Terminus Offers Targeted Display Ads for B2B

Customer Experience Matrix

The system imports lists of target accounts from a company’s CRM or marketing automation system, or lets clients build their own lists from Terminus’ own B2B company database. During campaign set-up, the system shows how many companies and contacts match the segmentation criteria within the imported CRM or marketing automation data and how many Terminus can find in its cookie pool.

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


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.

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.

The 100 Year History Lesson On Marketing Operations and MarTech


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.

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