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Marketing Your Multi-Product (or Multi-Division) Brand

Modern B2B Marketing

Author: Phillip Chen If you’re marketing at a business with multiple products, then you may often run into issues of conflicting goals and agendas. Different product teams might be competing for resources, or could be operating separately from the other teams or divisions. The problem is that while you clearly see how these products are connected, your customers don’t.

How to Unlock the Full Potential of Your Customer Base

Modern B2B Marketing

Add this to the fact that it costs at least 10 times more to acquire new customers than to sell to the ones you already have, according to eMarketer, and you’ve got a strong business case to invest in your customer base. Upsell is defined as selling more of the same product or an upgrade. The Fundamentals of Customer Base Marketing. Target your best sources of growth. 

The Evolution of the Customer Lifecycle

Modern B2B Marketing

It’s essentially the different stages that buyers will go through as they interact with your brand—from initial awareness through to purchase and advocacy. At Marketo, we’ve seen many versions of the customer lifecycle model, each with their unique stages, and have even gone through a few iterations of our own. Engagement:  When a buyer becomes interested in your product or service.

4 Ways Lead Scoring Can Reinforce Your Marketing Strategy and Grow Your Revenue [Ebook]

Modern B2B Marketing

In another example, if you are marketing to your existing customer base, knowing the job function of who is engaging with your content and actively participating in your programs can help you find or create the right content for your cross-sell and upsell efforts. think it’s safe to say that we’ve all purchased something online before. Some of them include: Title.

The CMO Six-Pack: How to Pump Up Your Pipeline

Modern B2B Marketing

Shine a laser on the prospects who are most likely to buy your product, and give up on the batch-and-blast emails. marketing automation platform  is the key technology behind marketing practices like lead generation, segmentation, lead nurturing and scoring, relationship marketing, cross-sell and upsell, retention, and marketing metrics. Recommended Solution: Marketo. 2.

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Introducing The Definitive Guide to Web Personalization

Modern B2B Marketing

You could, but with a database made up of multiple segments and different types of customers (some very new to your product or service and some long-standing customers), sending the same communication to all of these folks would not be effective. Using web personalization, your website becomes another one of your cross-channel tools to accelerate customers through their unique buyer journey.

The 4th Reason for Content Marketing: A Profit Center

Junta 42

sales goal within a content marketing approach is all about driving demand for products and services by first creating subscribers who know, like, and trust your brand, who then convert into customers. As Robert describes it in his workshop, this is simply spending some of your marketing effort in building a group of people who are engaged with your approach but aren’t ready to purchase.

[Ebook] 3 Ways Enterprise Underdogs Can Become Customer Engagement Heroes

Modern B2B Marketing

Keep the customers you’ve got by continuing to provide them with value, long after their first purchase. If you want to maximize your relationship with current customers (and accordingly, retention and loyalty), stage and interest-based nurture are a must—well past the point of purchase. Look for Moments of Cross-Sell and Upsell Intent. Ninja Turtles. Carebears.

The Various Lifecycle Species: Which One Are You?

Modern B2B Marketing

Do more upselling and cross-selling. This example assumes there is marketing and sales, but this aspect will vary by client or product.) As you probably figured out, the net new lifecycle will get new customers in the door and typically all the way to their first purchase. partner lifecycle will help you keep your eye on the ball and drive productive partners.

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33 Inspiring B2B digital marketing case studies

grow - Practical Marketing Solutions

Maybe it’s because the buying cycle takes longer, more people are involved in purchase decisions and sales are made for rational, not emotional, reasons. In this post, we wil feature case studies in the areas of content marketing, social media marketingm social CRM, social selling, LinkedIn marketing, and webinars. LINKEDIN:    Had to be converted to social selling. million.

What Qualities Should You Look for in a Marketing Automation Manager?

Modern B2B Marketing

Marketo and Ascend2’s Marketing Automation Strategy Survey. At the core of an effective team is a strong leader who understands your buyers’ needs across the entire lifecycle–from awareness to purchase, onboarding to retention, and growth to advocacy–and thinks about the entire customer experience across touchpoints. Product or segment marketing. Sales.

The Language of Account-Based Marketing


Account-Based Selling: The strategy of taking an account-centric approach to closing deals rather than focusing on just individual leads. Important because studies have shown a majority of that journey is spent by a potential customer doing independent research on your product or solution. Content Marketing: The process of creating and distributing relevant information to target accounts with the goal of generating interest in your product or solution. Cross-sell: When an existing customer buys additional products or services in different categories.

Q&A: The Big Email Marketing Questions Answered

Modern B2B Marketing

Author: Dave Chaffey I recently participated in a Marketo webinar on  Key Email Trends European Marketers Need to Know  (that really  all marketers   need to know). Recording products or categories searched for and then following up with relevant information. Sending post-purchase emails to promote similar products or related products in different categories (cross-sell and upsell).

5 Tips for Making Your Customer Marketing Shine Bright During the Holidays

Modern B2B Marketing

Start with the following categories: Bottom-of-the-funnel prospects: The goal with this segment should be to keep their attention on your business as they work through the purchase. Middle-of the-funnel prospects:  These are prospects who are actively evaluating your product. More than 80% of business in Q4 can occur during the last two weeks of December. Focus Your Holiday Marketing.

Improving Content Conversion with Dynamic Content

Modern B2B Marketing

Products or services already purchased: Using information about past purchases can help you up-sell or cross-sell relevant products or services. Behavior of related contacts: Understanding the actions, interests, and preferences of others in the recipient’s company is critical in a purchase that involves many stakeholders.

Missed Our Road to Success Virtual Event? Get the Recap Here!

Modern B2B Marketing

Author: Phillip Chen After months of anticipation, Marketo’s Road to Success Virtual Event has come and gone. In the course of Kiip’s extensive research, the company found that marketing during critical moments result in increased engagement, increased happiness, and – most importantly – increased purchase intent. Repeat: Cross Selling. Check out the full agenda here.).

Marketing Automation 101

Modern B2B Marketing

Typically, only one-fifth of your leads are ready to make a purchase the first time they come in. With a deeper relationship, you’ll also be able to up-sell and cross-sell to your customers, boosting revenue. 3. Without marketing automation, you are just guessing – just hoping that people will take the bait and be ready to buy your products. Write down your goals.

Email Marketing Best Practices from MarketingProfs Virtual Event

Modern B2B Marketing

Sell the right product to the right customer. Those who click yet have not purchased. Purchases of a specific product/category/service. Product category of site browsers. Cross sell to purchases of a specific product. During the webinar a simple nurturing campaign was presented.  At Marketo we call this a drip campaign.