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The Definitive Guide to Marketing Metrics and Analytics: Key Take-Aways

Marketing Finger

Define Distinct Stages in your Customer’s Buying Cycle. I recently got my hands on Marketo’s latest white paper, titled: The Definitive Guide to Marketing Metrics and Analytics. Here are some of the gems I found in the 70-page paper and which I cover in the video above. Define targets for each of your marketing campaigns as you plan them. What would be the impact on sales closed?

Social Media and Email: Two Separate Worlds? #B2Bchat

Marketing Finger

Should there be a stronger push towards the convergence of social media and email as it relates to customer and prospect communication? Do you collect social profile info for your customers/prospects? Q. Email marketing and social media marketing – two core marketing channels – were born approximately a decade apart. And among most B2B marketing organizations, social media and email are still handled as two separate entities. What are the best ways to leverage the two mediums in tandem? Join other B2B marketers for a lively Twitter chat on Thursday, September 8 (5 p.m.

BtoB 38

How to Turn Followers and Fans into Leads (and when not to)

Marketing Finger

What’s the quickest way to turn customers into followers? One of the most evident goals of a social media program is to grow the fan base. Publish great content, develop a voice, reach out to others in social networks, rinse and repeat. But as social media becomes more accountable, marketers look for ways to generate leads throughout the process.

Lead Scoring Best Practices

Marketing Finger

You need a list of the possible paths/interactions a customer can have with your digital assets. You need to understand your customer buying behavior. More and more B2B marketers are turning to lead scoring as a way of optimizing lead management. It wasn’t possible to know which leads were the most interested in your company, and wasn’t easy to see which matched your target buyer.

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

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.

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.

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.

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.

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.

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.

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.

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.

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.

BlueVenn Bundles Omnichannel Journey Management, Personalization, and Single Customer View

Customer Experience Matrix

The company offers what it calls an omnichannel marketing platform that builds a unified customer database, manages marketing campaigns, and generates personalized Web and email messages. single customer view, has rich functionality to load data from multiple sources and do standardization, validation, enhancement, hygiene, matching, deduplication, governance and auditing.

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.

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

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.

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.

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

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.

97 Customer Experience Stats Marketers Need to Know

Type A Communications

December 1, 2016 by Carla Johnson By 2020, customer experience will overtake price and product and the key differentiator between brands. Customer Experience B2B Carla Johnson Customer Service Digital Customer Experience Mobile Customer Experience Type A CommunicationsAre you prepared? While most business leaders admit the. read more.

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.

Why (and How) Your Team Should Personalize the Customer Experience

Act-On

We all have good intentions when it comes to customer experience and treating our customers well, but sometimes there are disconnects. But some recent research suggests some companies, and their customers, are having exactly that kind of experience. study from Econsultancy, found that “81% of consumer brands say they have a working holistic view of their customers.”.

The One Thing That’s Better Than Knowing Your Customers

grow - Practical Marketing Solutions

Knowing your customers is a never-ending quest for most marketers. Understanding the customer helps marketers position the product, and sales teams persuade consumers to buy. However, there’s one thing that is even better than knowing your customers. Yes, Knowing Your Customers Is Needed. And don’t even get me started on listening to customers. Email.

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?

Forrester Report: Customer Goodwill Is An Untapped Marketing Goldmine

Influitive b2b

Analysts at Forrester and Gartner have outlined how advocate marketing strategies can spark B2B growth by increasing leads, brand awareness, and customer retention. However, fear of failure still prevents many brands from investing in customer advocacy—especially if more traditional.

3 Insights to Help Build Your Unified Customer Database

Customer Experience Matrix

The Customer Data Platform Institute (which is run by Raab Associates) on Monday published results of a survey we conducted in cooperation with MarTech Advisor. The goal was to assess the current state of customer data unification and, more important, to start exploring management practices that help companies create the rare-but-coveted single customer view. Tools matter.

Creating the Connected Customer Experience

Type A Communications

Consumers and customers are empowered with more information than ever. Customer Experience Carla Johnson Digital Customer Experience Mobile Customer Experience Salesforce Type A CommunicationsJanuary 3, 2016 by Carla Johnson We live in a world of constant connections – access to anything, anytime, anywhere. read more.

How to simultaneously attract new prospects and retain loyal customers

Biznology

One of the challenges business owners face is attracting new customers while trying to retain current customers. B2B companies tend to focus more resources on attracting new customers than retaining current customers. What does your B2B marketing program have to do with your customer retention strategy? Understand what really matters to your customer.

Can Customer Data Platforms Have Decision Functions? Discuss.

Customer Experience Matrix

I’ve had at four conversations in the past twenty four hours with vendors who build a unified customer database and use it to guide customer treatments. The immediate topic has been whether they should be considered Customer Data Platforms but the underlying question is whether Customer Data Platforms should include customer management features.

Am I connecting with my customers enough? 10 tips for customer outreach

Biznology

How’s your customer outreach? You might be looking at how to secure new customers and follow up on leads, but are you also keeping your existing customers happy? We hear a lot about customer engagement and outreach these days. We have our finger on the pulse of our customers like never before—and yet, many of us wonder, “Am I connecting with my customers enough?”.

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.”.

Why Customer Experience is Rooted in Story

Type A Communications

Customer Experience Marketing Storytelling Carla Johnson Emerson Kathy Button Bell Type A CommunicationsFebruary 23, 2017 by Carla Johnson Stories have characters – heroes, villains and mentors. They have a setting. They have plots that unfold over time. And they have themes. read more.

The Customer Experience Story: Seamless and Not So Seamless

It's All About Revenue

There is a real surge of interest and attention being paid by marketers to customer experience, and with good reason. “Customer experience is your customers’ perceptions of how the company treats them. In the following story we look at the customer experience provided by two different, fictional, coffee shops – Barista King and CFC (Coffee for Commuters).

13 Customer Loyalty Best Practices for B2B Companies

Act-On

Marketers are often laser-focused on one thing: Get new customers. It ends up being such a focus that any other part of the customer lifecycle gets second-shrift. This can cause a bit of tension, as most of us know keeping customers is nearly as important as getting them in the first place. And then there’s the quotes and statistics about the benefits of customer loyalty , aka customer retention. They usually go something like this: “ Acquiring a new customer is anywhere from five to 25 times more expensive than retaining an existing one.”. Conclusion.

ActionIQ Merges Customer Data Without Reformatting

Customer Experience Matrix

One of the fascinating things about the Customer Data Platform Institute is how developers from different backgrounds have converged on similar solutions. In their previous lives, both saw marketers struggling to assemble and activate useful customer data. ActionIQ also creates correlation reports and graphs showing the relationship between pairs of user-specified variables, such as a customer attribute and promotion response. actioniq big data customer data customer data platform marketing data single customer view

How Branding Can Make or Break The Customer Experience

B2B Marketing Insider

Branding is the art of influencing customers’ perceptions. For better or worse, customers use these impressions when interacting with your brand. The post How Branding Can Make or Break The Customer Experience appeared first on Marketing Insider Group. Marketing Strategy branding customer experience Strategy