Cliff Allen on Marketing

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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.

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.

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.

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.

The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth

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.

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.

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?

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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”.

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.

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.

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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?

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?

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.

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.

B2B Loyalty, The B2C Way

Find out how consumer loyalty principles can help B2B companies reward, recognize, and engage their customers

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.

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.

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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.

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).

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.

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).

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.

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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.

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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.

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.

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.

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.

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.

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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.

Connecting the customer experience

Conversionation

Enabling great customer experiences and optimizing processes and interactions across all touchpoints in a consistent and human, customer-centric way leads to marketing and business success. The customer experience is the sum of all contact moments (touches) the connected customer […]. Integrated marketing customer experience single customer view

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.

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.

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.

How To Lead With Customer-Focused Content

Tony Zambito

The bar has now been raised for marketers to make it through the eye of the needle of customer attention.  The novelty of content has worn off its shiny coat for many customers and potential buyers.  Out Of Alignment With Business And Customer Goals. Compounding this issue, is the overriding benefit of content as seen by customers and potential buyers.  Related articles.

Use Buyer Persona Research To Improve B2B Customer Experience

Tony Zambito

Customer experience has been and will continue to be one of the major influences on how buyers make choices.  Recent research by SiriusDecisions found that for 80% of B2B buyers surveyed, customer experience counted as the top significant reason why they chose to work with a specific provider over another.  State Of B2B Customer Experience Is Unhealthy. by Creative Stall.

Marketers Are Struggling to Keep Up Customer Expectations: Here's Proof

Customer Experience Matrix

How pitiful is this: My wife left me alone all last weekend and the most mischief I could get into was looking for research about cross-channel customer views. Let's start with a truth universally acknowledged – that customers have rising expectations for personalized treatment. So, yes, customer expectations are rising and failing to meet them has a price.

Marketing: New architects of the customer experience?

grow - Practical Marketing Solutions

There seems to be a theme emerging on {grow} over the last few months and it is this: How can be effective marketers and have any influence over what has become a very strange and complex The customer journey (my friend Krista LaRiviere of gShift called this the “ dark funnel “). The customer journey is more tangled than the power cords in my computer bag. Now what?

Psychology and marketing: respecting and failing the customer

Conversionation

As organizations focus more on customer service, the customer experience and, well, anything that’s customer-related, there’s also an increasing attention for the psychological dimension of business (workers) and customers.

How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas

Tony Zambito

recent survey by B2B Marketing, in conjunction with the UK-based agency Tomorrow People, indicated only 38% of marketers considered their content to be “very customer-centric.” This mirrors findings of other surveys related to content marketing and customer-centric marketing, which consistently hovers in the 35- 40% range of “very customer-centric” or “very effective content marketing.”.