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.

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.

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.

Content Methodology: A Best Practices Report

for customer service. Customer service teams are the experts on customer pain points. president of global creative and content marketing. “It’s customer-first thinking. A lot. Business Goal Content Objectives KPIs Customer. customers Customer service • Number of service issues resolved using. become customers. Content. Methodology: A Best.

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.

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?

Evangelizing a Content Marketing Program

percent of American pay TV custom- ers overall, including the 25–34 demographic. as sales, employee advocacy, customer service, audi- ence engagement, thought leadership, and hiring. CUSTOMER RETENTION & LOYALTY The “always-on sales funnel” is a mod- ern marketing cliché for a reason. customer. All rights reserved. Introduction 4 II. Why This Guide 6 III. Instead, most.

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”.

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.

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?

5 New B2B Sales and Marketing Strategies

Well, the model has shifted with the customer now in control and. creates a cohesive and smooth customer journey without a marketing and sales. helps generate qualified leads, but moves customers through the buyer stages. and free exchange of ideas, because you can’t serve the customer right when. Encouraging lead alignment sessions around the customer journey with.

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.

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.

Study: How Much of Your Content Marketing Is Effective?

And instead of relying on disruptive banner ads, brands are start- ing to get smart about targeting customers with original content. their most important marketing goal, lifetime customer value and. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? What’s working—and what’s not—for over. content.

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).

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.

Definitive Guide to Planning a New Content Initiative

customers to help them think through their strategy and the realities of what it will take for. the needs and desires of its customers rather than explicitly expressing “We want to sell. like corporate website, blogs or all-customer email newsletters. what they’re hearing from prospects and customers. Hitting Close to Home All too often, new Divvy customers struggle.

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.

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 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.

Content Marketing Playbook: Strategy and Roadmap

customers to reimagine GE on the cutting edge, which. they end up becoming customers of Moz, that’s great, too, but that’s a side benefit. list that could include: its own investment trends data, data and queries gathered at its customer call center, the expertise of its financial advisors and other internal. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently.

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.

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.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

platforms, and customer relationship management. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction II. Methodology III. Key Findings IV. Results and Analysis V. But brands.

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.