Remove customer

The Point

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Quit Obsessing About the Customer Journey

The Point

These days it seems to me that you can’t read a marketing blog, attend a marketing conference, listen to a marketing podcast, without hearing someone drone on about the customer journey. Suddenly, we are led to believe, the customer journey is all that matters. No two customer journeys are the same. Well, not so fast.

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Report: What’s Working in Email Marketing

The Point

Having a customer or user or prospect follow you or your company on LinkedIn, for example, and the ongoing communication and brand awareness that permits, can be just as effective as opt-in email. A second is leveraging user data in the aggregate to provide potential customers useful industry benchmarks.

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8 Surprising B2B Use Cases for Chatbots

The Point

It’s the rare organization that can dedicate valuable sales time to monitoring and responding to each and every trial customer, so chat is an ideal tool for responding to specific actions (or lack thereof) and engaging the user in conversation that, for example, points to other, related features that he/she might also find useful.

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The Risks of Over-Reliance on Late-Stage Content

The Point

That’s not simply because prospective customers will engage more readily with content that better aligns with whether they’re researching best practices, actively evaluating potential vendors, or somewhere in between. In fact, a failure to align offers with ad groups can be a prime culprit in poor conversion (click-to-lead) rates.

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5 Most Common Fails in B2B Search Campaigns

The Point

Failure to Understand How Much You Can Pay to Acquire a Customer. B2B clicks can be very expensive, but – depending on your product category and the cost of your solution – a high cost per click can actually be a bargain compared to the potential revenue that a new customer generates. Failure to Nurture Leads Correctly.

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The Impact of New Google & Yahoo Deliverability Rules on Purchased Lists

The Point

For example, our agency runs on a Google Workspace account but the domain is unique to us.) House lists (customers, leads, and other opted-in contacts) are not immune. This means, in effect, that you won’t know how much of your list is subject to the new rules. Yahoo’s rules are expected to be similar.

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How Should I Market to Purchased Lists?

The Point

Allowing for a degree of customization that depends on brand awareness, the type of audience, sales cycle, and other variables, here’s a basic approach to build on: First, split your list into two tiers: Tier 1 (high-potential, high-profile target accounts) and Tier 2 (everyone else).

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