Cliff Allen on Marketing

Trending Sources

Developing a Marketing Communications Strategy

Cliff Allen on Marketing

With today's multiple channels for content to reach potential customers, the art and science of marketing communications has become increasingly important. This two sentence statement tells what you sell, to whom, and why customers should buy it. This has made it even more important to understand customer segments and how to communicate with those potential customers.

4
4

Marketing Trends for 2010 - And What to Do About Them

Cliff Allen on Marketing

There are several new marketing trends for 2010 that will have an impact on practically every marketing organization because of new trends in customer behavior, such as: Shift in consumer mentality from recession to recovery. Changes in how customers make purchase decisions. New technologies for communicating with customers. Adapting to new trends in customer behavior.

1
1

Turning Marketing Strategy into Marketing Program Plans

Cliff Allen on Marketing

You've probably seen companies where the advertising didn't match the actual customer experience at the point of sale. Part of this "best practices" approach to achieving harmony is to develop an internal communications process that ensures that everyone knows their role in communicating with potential customers. Developing a Customer Service Strategy.

1
1

Strategic Direction - The Core of a Strategic Marketing Plan

Cliff Allen on Marketing

Once you pick a marketing direction, all of your marketing programs need to be aligned to move the company in that direction, which will determine what type of customers you'll pick up along that route. Each time that Sears added expensive products and changed stores to a sophisticated look, they alienated loyal customer and failed to attract upscale shoppers. Not today.

1
1

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. Generate more leads. Better leads. And content fuels it all

Mind Maps Make Marketing More Meaningful

Cliff Allen on Marketing

It's especially challenging to do this in marketing for two reasons: Marketing strategy is based on how multiple groups of customers think and feel about products. At the same time, potential customers are being influenced by these multiple marketing channels. Success in any area depends on having a clear, sound plan -- then acting on that plan.

1
1

How to learn about social media marketing

Cliff Allen on Marketing

And, it's very, very public because prospective customers are usually communicating with people from the company in public areas of the Internet. A lot has been written about using company blogs, Twitter, and Facebook, but It's hard to sift through all of that to develop a complete, consistent, and concise social media marketing strategy. Tony Adam, SEO Manager, Yahoo.

1
1

How to learn about social media marketing

Cliff Allen on Marketing

And, it's very, very public because prospective customers are usually communicating with people from the company in public areas of the Internet. A lot has been written about using company blogs, Twitter, and Facebook, but It's hard to sift through all of that to develop a complete, consistent, and concise social media marketing strategy. Tony Adam, SEO Manager, Yahoo.

1
1

Customer Tracking

Cliff Allen on Marketing

The key to determining the ROI of individual marketing campaigns is tracking customer behavior in response to those marketing activities. Ideally, you want to track every customer at every touchpoint so you can determine the response to each marketing activity -- ads, mailings, etc. Companies that sell directly to customers have the best opportunity to track their customers' behavior. When you are in direct contact with a customer it's possible to know when and how every contact occurred. So how do we measure those exposures?

0
0

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

Web Analytics and Customer Behavior

Cliff Allen on Marketing

Some or these changes dealt with what customers do before going on the Web to make a purchase. Other changes dealt with matching products to customer personalities. It takes combining an understanding of how customers make purchase decisions with the Web experience you provide to create a compelling reason to buy from you. This requires constantly testing ways to help customers evaluate and purchase your products and measuring the performance of each part of your customer experience My friend really likes Canon cameras and recommended them to me”.

0
0

When Good Metrics Go Bad

Cliff Allen on Marketing

There are metrics everywhere in the marketing/sales process from awareness to closing an order and servicing the customer. This can happen when marketers are successful in getting customers to buy a "loss-leader" product. The goal of marketers is usually to increase revenue, so we create metrics that help us do that. Marketing Metrics Are Everywhere.

1
1

Market Research Answers the Second Question

Cliff Allen on Marketing

customer may have ordered a product that isn't normally purchased by that type of company. Or, a customer tells their customer service rep about a new way they used a product. Every marketer has done market research, even if it's just looking at a competitor's traffic at Compete.com. But, we sometimes forget just how many ways we can use market research. Recently, I found a list of ways market research could be used that included a few I hadn't thought about. The sales manager is likely to tell the marketing manager, "I found a new market we can sell to!". How big is it?

0
0

Market Research Answers the Second Question

Cliff Allen on Marketing

customer may have ordered a product that isn't normally purchased by that type of company. Or, a customer tells their customer service rep about a new way they used a product. Every marketer has done market research, even if it's just looking at a competitor's traffic at Compete.com. But, we sometimes forget just how many ways we can use market research. Recently, I found a list of ways market research could be used that included a few I hadn't thought about. The sales manager is likely to tell the marketing manager, "I found a new market we can sell to!". How big is it?

0
0

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

Why Marketers Must be Better

Cliff Allen on Marketing

The key to using ROI to improve marketing decisions is to have accurate data on the cost to obtain each customer and how much each customer contributes to the companys bottom line. But, one thing is usually missing from those articles and sales pitches -- explaining just how to calculate that higher marketing ROI that they talk about. My objective here is two-fold.

1
1

Are You an Analytics Leader?

Cliff Allen on Marketing

Mila D'Antonio at Think Customers: The 1to1 Blog reports that Garther, the consulting and analyst firm, says that many of the largest companies will miss opportunities because of under funding their analytical processes: Gartner reports that through 2012 more than 35 percent of the top 5,000 global companies will fail to make insightful decisions about significant changes in their business markets due to under investment in the information infrastructure and business user tools. No matter how much you use marketing analytics, you could probably be doing more.

0
0

Are You an Analytics Leader?

Cliff Allen on Marketing

Mila D'Antonio at Think Customers: The 1to1 Blog reports that Garther, the consulting and analyst firm, says that many of the largest companies will miss opportunities because of under funding their analytical processes: Gartner reports that through 2012 more than 35 percent of the top 5,000 global companies will fail to make insightful decisions about significant changes in their business markets due to under investment in the information infrastructure and business user tools. No matter how much you use marketing analytics, you could probably be doing more.

0
0

9 Marketing Trends for 2009

Cliff Allen on Marketing

Marketing Trend #2: Increased use of quality, targeted content (textual and video) that tells a company's story well and engages the prospective customer. Marketing Trend #3: Increased use of e-mail to reach out to prospects and customers more frequently at a very low cost. Marketing Trend #4: Increased use of blogs, social networking, and other social media to create dialog and relationships with prospects and customers. While the economy in 2009 looks challenging for most companies, the outlook of marketing executives is rather bright and upbeat.

0
0

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

9 Marketing Trends for 2009

Cliff Allen on Marketing

Marketing Trend #2: Increased use of quality, targeted content (textual and video) that tells a company's story well and engages the prospective customer. Marketing Trend #3: Increased use of e-mail to reach out to prospects and customers more frequently at a very low cost. Marketing Trend #4: Increased use of blogs, social networking, and other social media to create dialog and relationships with prospects and customers. While the economy in 2009 looks challenging for most companies, the outlook of marketing executives is rather bright and upbeat.

0
0

Marketing 2.0 Strategy

Cliff Allen on Marketing

Marketers are always looking for the next hot technique to get in front of prospective customers, which is why there is a continual shift of ad budgets to all things digital. First, marketers need to do away with the notion of "getting in front of customers" because it's so easy for prospects to go around marketing messages that block or interrupt their path to satisfaction. This means collaborating with prospective customers. online tools to collaborate, communicate, and relate to customers, employees, and suppliers like never before. sell to).

0
0

Marketing 2.0 Strategy

Cliff Allen on Marketing

Marketers are always looking for the next hot technique to get in front of prospective customers, which is why there is a continual shift of ad budgets to all things digital. First, marketers need to do away with the notion of "getting in front of customers" because it's so easy for prospects to go around marketing messages that block or interrupt their path to satisfaction. This means collaborating with prospective customers. online tools to collaborate, communicate, and relate to customers, employees, and suppliers like never before. sell to).

0
0

PR for Start-up Businesses

Cliff Allen on Marketing

Innovative products sold into specialized target markets can benefit from pitching customer case studies to the media read by their target market. Products sold into an existing market should focus on being included in "roundup" articles, directories, and lists, as well as pitch high-profile customer case studies. Most of the discussion around the Brian Solis article on PR has been from each individual's personal perspective, instead of a general discussion of a start-up's strategic marketing plan ( [link] ). If it's the CEO, that's great.

0
0

PR for Start-up Businesses

Cliff Allen on Marketing

Innovative products sold into specialized target markets can benefit from pitching customer case studies to the media read by their target market. Products sold into an existing market should focus on being included in "roundup" articles, directories, and lists, as well as pitch high-profile customer case studies. Most of the discussion around the Brian Solis article on PR has been from each individual's personal perspective, instead of a general discussion of a start-up's strategic marketing plan ( [link] ). If it's the CEO, that's great.

0
0

From Click to Lead to Sale

Cliff Allen on Marketing

Michael Ortner at Capterra has written a short, but very valuable free e-book for online marketers about the best ways to generate traffic, leads, and customers. We all know that marketing is a process -- a never ending process of generating awareness, interest, leads and, of course, sales. Periodically we need to step back and review our online marketing strategy to make sure that our day-to-day tactics are the best uses of our resources. In short, it outlines the keys to success for any of your online marketing campaigns.

0
0

From Click to Lead to Sale

Cliff Allen on Marketing

Michael Ortner at Capterra has written a short, but very valuable free e-book for online marketers about the best ways to generate traffic, leads, and customers. We all know that marketing is a process -- a never ending process of generating awareness, interest, leads and, of course, sales. Periodically we need to step back and review our online marketing strategy to make sure that our day-to-day tactics are the best uses of our resources. In short, it outlines the keys to success for any of your online marketing campaigns.

0
0

From Attention to Action, its Conversions that Count

Cliff Allen on Marketing

The process of converting interested Web visitors into a paying customers is a path of several steps, and it's up to us to guide prospective customers along that path. When customers are making the decision to purchase, make sure you have whetted their interest and peaked their desire so they're ready for action Web analytics consultants frequently talk about using the conversion funnel to measure the last few steps of going through the shopping cart payment process. However, there are additional steps in the purchase process where the conversion funnel tool can be used.

0
0

Cash Flow is Profit

Cliff Allen on Marketing

The cash flow I was referring to is the cash thats left over after paying all costs of making the product, serving the customer, and each customers portion of the operating expenses. Strategic Marketing for Growing Companies Cash Flow is Profit By Cliff Allen on April 12, 2007 9:48 AM | No Comments | No TrackBacks My previous post on cash flow from marketing activities didnt explain which flows of cash it referred to. Some people who talk about increasing marketing ROI are referring to increasing sales revenue.

0
0

The Perfect Customer Marketer Job Description

Influitive b2b

Customer marketing is on the rise. According to Koyne Marketing’s 2017 State of Customer Marketing Report, 93% of organizations agree that customer marketing is important or very important to their revenue, and more than two-thirds are planning to boost their investment in customer marketing over the next year. In spite of this, many organizations still.

58
58

Five Strategies for Improving Customer Experience

Webbiquity

As a marketing professional, you understand customers are your firm’s most valuable assets. However, dialing into customer loyalty and determining what it takes to improve customer retention isn’t always easy. Getting a solid grasp on the customer experience can be a big investment, and you don’t want to waste time and resources on strategies that paint the wrong picture.

83
83

What Does The Future Hold For Customer Marketing? Here’s 11 Predictions for 2017

Influitive b2b

There’s no denying that the importance of customer marketing is growing. The 2017 State of Customer Marketing Report indicates that over the next year, 93% of organizations expect that their customer marketing efforts will take on greater importance, and 62% will increase their staff or budgets in the customer marketing area. However, there isn’t a.

47
47

Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

Tony Zambito

Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts.   The issue I am referring to is the confusion that can surround distinguishing between customer segmentation, buyer profiling, and buyer personas today. Customer Segmentation. Confusion by Adam Gale. Professions. Roles. Firmographics.

105
105

4 Myths Preventing True B2B Customer Understanding

Tony Zambito

There is a big problem when it comes to B2B customer research.  According to various studies over the years (by credible institutions such as Harvard) regarding market and customer research, approximately 80% or better of B2B customer research is conducted to reinforce current assumptions about customers.  Thus, inundating customers with non-relevant content.

117
117

New Approaches To Understand Customers Needed In A Digital Transformation World

Tony Zambito

Strikingly, in these same few years, you will also find developing customer understanding also on the list of CEO priorities. What becomes clear considering these surveys is that many CEOs see growth resulting from a strong understanding of customers.  Leaving many companies and marketing organizations with an incorrect view of their customers. Illustration by Nikita Kozin.

89
89

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

Changes in customer and buying behaviors continue to rock the very foundations of many industries. According to recent surveys by PWC, Forrester, IBM , and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years. What remains cloudy for CEOs and their C-Suites is what comprises deep customer understanding. by Yarden Gilboa.

112
112

Informed Customer Understanding Should Guide Marketing

Tony Zambito

While others portray that if you just do these few things, then there will be a proverbial pot of gold, at the end of the year filled with overflowing coins of new leads and customers. One thing that is clear is the dynamics of markets, customers, and sellers continue to unfold in new ways.  by Anton Scherbik. If it were only that simple…. What Should Guide Marketing? Choosing Wisely.

105
105

Singing the Customer Data Platform Blues: Who's to Blame for Disjointed Customer Data?

Customer Experience Matrix

Many surveys present a familiar tune: most marketers want unified customer data but few have it. Better tools, like Customer Data Platforms, can help by reducing the expertise needed. So while marketers aren't parading towards a complete customer view with a triumphal Sousa march, there’s no need for a funeral dirge quite yet. So far so good. That’s something I didn’t expect.

104
104

Customer Experience Simplified

It's All About Revenue

However, as much as we overcomplicate things, there is no overstating the importance of providing the best customer experience possible each time, every time and across all channels. According to Gartner, 89% of all businesses will compete on customer experience this year. Another 89% believe customer experience will be their main differentiator by 2017. Customer Experience

109
109