MADISONLOGIC B2B WHITE PAPERS | FRIDAY, MAY 22, 2015
[Customer, Loyalty] Improving ROI with Marketing Optimization
CONCLUSIONS PAPER Featuring: Wilson Raj, Global Customer Intelligence Director, SAS Insights from a webinar sponsored by the Direct Marketing Association and SAS Improving ROI with Marketing Optimization SAS Conclusions Paper Table of Contents Introduction. retailers now reach customers through a dozen or more channels, from traditional.
MADISONLOGIC B2B WHITE PAPERS | FRIDAY, MAY 22, 2015
[Customer, Loyalty] Start engaging from the first click in the Customer Journey
Guiding the Customer Journey Gain Brand Advantage from the Very First Click Hans Willems, GX Software © 2012 GX Software. 13 Appendix: Reference List 1 Guiding the Customer Journey 2Guiding the Customer Journey Executive Overview Today the customer journey — the ways in which the customer engages with our organizations from first.
REVRESPONSE B2B WHITE PAPERS | FRIDAY, MAY 22, 2015
[Customer, Loyalty] Best in Class Marketers Drive Enhanced Customer Loyalty
As marketing and sales organizations endeavor to escape the constricted economy of 2009, one of the most significant barriers to sustainable business growth lies squarely in their source of revenue: creating and maintaining profitable, long-term relationships with key customers
BIZNOLOGY | THURSDAY, MAY 21, 2015
[Customer, Loyalty] Does advertising or engagement build stronger brand equity among Millennials?
The answer was to pour money into well-crafted brands, increase pricing, and highlight distinctive product features: all designed to create a more favorable brand image that would lead to greater loyalty. According to Gallup, companies that fully engage customers saw a 240% boost in their performance. The concept of brand equity (i.e.
SYNECORE | THURSDAY, MAY 21, 2015
[Customer, Loyalty] Google Buy Button: Retailer’s Boon or Devil’s Bargain?
If and when it does, the move to a Google buy button could be a boon for certain retailers struggling to grab the attention of itinerant and capricious mobile shoppers or, just as easily, a devil's bargain for others trying to convert the same into long-term, loyal customers. What It Is. So how exactly will the Google buy button work? Hmmm….
LEADERSHIP | WEDNESDAY, MAY 20, 2015
[Customer, Loyalty] High Performance B2B Lead Generation Engine —A 10-Point Checklist
That is why customers like me enjoy a better driving experience than the one I had when I first bought the car two years ago. You can start by asking these 4 questions: How do we focus on a mission that will make life (a lot) better for our customers? Use the reports to measure the Lifetime Value (LTV) of your customers.
CMO ESSENTIALS | WEDNESDAY, MAY 20, 2015
[Customer, Loyalty] Taking a digital first approach to brand development: 3 key considerations
With mobile devices now commonplace and wearables on the rise, brands must think about how an integrated brand experience renders in these environments. If your website does doesn’t have responsive design, for example, you run the risk of losing customers from a disjointed or unmanageable mobile experience. year-over-year, vs. a 0.3%
FATHOM | MONDAY, MAY 18, 2015
[Customer, Loyalty] How To Think Like a Publisher
And therein lies the key word: Loyalty. You might get a customer, but to keep that customer, you want to be consistently delighting them with positive experiences. Giving an elite tier of customers VIP content that no one else gets. Rewarding loyalty with discounts, free content or token gifts. Standards.
BLUE FOCUS MARKETING | FRIDAY, MAY 15, 2015
[Customer, Loyalty] ANNOUNCEMENT: @CKBurgess to speak at #AmplifyFest 2015 @maverickwoman #SocBiz
The festival has established itself as a fantastic forum in Australia—and I am beyond thrilled to both share and learn new ideas on how employees, leaders and stakeholders can build a brand from the inside out by empowering their employees to understand and innovate more purposefully around what customers need—not only today but in the future.
MODERN B2B MARKETING | WEDNESDAY, MAY 13, 2015
[Customer, Loyalty] Taking a Page from the Marketo Revvie Awards: 4 Steps to Recognizing the Success of Your Customers
Author: Katie Pope For those of you who are unaware, Marketo’s Revvie Awards recognize and celebrate customers and partners who are using the Marketo product to push the status quo and break away from the competition. Customer Awards Programs Are Mutually Beneficial. Implementing a Customer Awards Program: The Low-Down.
VIRALLY BLOG | TUESDAY, MAY 12, 2015
[Customer, Loyalty] Much Ado About Data
New technology has given us marketers access to a huge amount of data about our audience and customers, however it must be used in a responsibly way or we risk destroying the trust that surrounds a brand. Customers are more likely to purchase from a brand who doesn’t sell their data or spam them with un-useful content.
HUBSPOT | TUESDAY, MAY 12, 2015
[Customer, Loyalty] 8 Copywriting Tips for Improving Conversions
According to Psychology Today , “Positive emotions toward a brand have far greater influence on consumer loyalty than trust and other judgments, which are based on a brand’s attributes.”. Check out the example of a Spring ad below, I’ve circled all the instances of “you": By being personal, you’re speaking directly to the customer.
B2B MARKETING TRACTION | MONDAY, MAY 11, 2015
[Customer, Loyalty] 3 New Promotional Product Campaign Ideas for Your B2B Marketing
Get some customer-produced video testimonials about your products or services? Consider sending key customers a selfie stick with a note asking them to record photos of their employees using your product or service or a video testimonial for your company and to enjoy it for their own personal use. Contact us today for more information.
SYNECORE | MONDAY, MAY 11, 2015
[Customer, Loyalty] Decrease Churn By Improving Your Customer Retention
According to Bain & Company , keeping an existing customer is six to seven times cheaper than acquiring a new one. Getting new customers takes time, effort, and most importantly, money. That’s why it’s important to do everything you can to retain your current customers and decrease churn. Be an Expert. Leverage Feedback.
SYNECORE | THURSDAY, MAY 7, 2015
[Customer, Loyalty] 3 Ways to Make Your Brand More Magnetic
Consumers today are experiencing what I like to call communication overload, so how are you supposed to stand-out from the chaos and build brand loyalty? Below are 3 ways you can keep your customers engaged and make your brand more magnetic. Be the Solution Your Customers Seek. Stay Relevant. Relevancy is key. Takeaway.
IT'S ALL ABOUT REVENUE | WEDNESDAY, MAY 6, 2015
[Customer, Loyalty] The Customer Journey, Orchestration and What B2C Marketers Need To Know
“Where marketers once talked about the customer funnel, they now talk about the customer journey. It recognizes that customers aren’t cattle moving through a chute.” ” At Oracle Marketing Cloud we think those paths taken by the customer is selected by that very customer. novel approach, huh?
B2B MARKETING INSIDER | WEDNESDAY, MAY 6, 2015
[Customer, Loyalty] How Intel Attracts More Than 2 Million Readers A Month
If you’re too focused on new customers, you’re losing out on a lot of value with your current customers. On the consumer management global side, it’s about building awareness, trust and loyalty. By NewsCred Contributor Anastasia Dyakovskaya. He also happens to be one of the speakers at next week’s #ThinkContent Summit.
KOMARKETING ASSOCIATES | TUESDAY, MAY 5, 2015
[Customer, Loyalty] 5 Practical Content Marketing Tactics to Educate & Inform Your B2B Audience
The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.”. Sometimes, the best industry experts are other clients or customers who’ve gone through a similar buying experience. What does this mean?
CMO ESSENTIALS | MONDAY, MAY 4, 2015
[Customer, Loyalty] Is Your Business Ready for an Online Community? 5+ Strategic Considerations
Traditionally, online communities have had the potential to help businesses realize a long list of strategic benefits: customer-driven product innovation, reduced support costs, increased customer engagement, increased customer loyalty, and ultimately, higher wallet share. Your Guide to Online Community Readiness.
IT'S ALL ABOUT REVENUE | FRIDAY, MAY 1, 2015
[Customer, Loyalty] How To Increase Customer Loyalty And Revenue
Customer loyalty is a top priority for many brands. Acquiring new customers is costly, requiring an additional expenditure of marketing costs. Loyal customers come back week after week, purchasing products and keeping a company in business. But how much must a company spend to maintain that loyalty?
GROW - PRACTICAL MARKETING SOLUTIONS | THURSDAY, APRIL 30, 2015
[Customer, Loyalty] Sometimes you don’t need community. Sometimes you just need a hamburger
But he HAS earned my loyalty. But he HAS earned my loyalty. Occasionally in the marketing space we drink too much of our own Kool Aid. observed a talk recently where a leading social media speaker told the audience that people don’t want to buy something. They want to join a movement, they want to be part of something bigger.
MARKETING ACTION | THURSDAY, APRIL 30, 2015
[Customer, Loyalty] 9 Ways to Generate Leads with Mobile Marketing
Here are nine ways to generate more leads and create more customers with mobile-friendly marketing strategies. 1. When your customers are on the go (and using a mobile device) they’re more likely to be conducting searches for local businesses. Develop a Mobile App to Increase Customer Loyalty. Mobile is huge.
HINGE MARKETING | WEDNESDAY, APRIL 29, 2015
[Customer, Loyalty] 5 B2B Social Media Tips to Drive Prospect Engagement
But if you hold back on using B2B social media because you fear that potential complaints and critical comments will hurt your reputation and brand, you’re missing an opportunity to build both reputation and loyalty. In the 1970s, the Technical Assistance Research Program (TARP) began examining the behavior of customer complaints.
MODERN B2B MARKETING | WEDNESDAY, APRIL 29, 2015
[Customer, Loyalty] How Content Cultivation Can Reinvigorate Your Content Marketing Efforts
With content cultivation, you plant the seeds by inviting current and potential customers to contribute fresh content for use in your campaigns. To After selecting the top ten entries, the company determines which ads to air based on voting from two key communities: The public (Doritos customers and potential customers).
SYNECORE | TUESDAY, APRIL 28, 2015
[Customer, Loyalty] 10 Incredible Inbound Marketing Statistics
Inbound is all about helping brands generate leads, convert leads to customers, and create long-term customer loyalty through a va riety of channels such as social media, blogging, SEO, and email. Today’s consumers have different expectations, which is why brands are changing the way they market. Still not convinced? Marketo ).
MARKETING ACTION | TUESDAY, APRIL 28, 2015
[Customer, Loyalty] Why Word of Mouth Should Be a B2B Marketer’s Top Priority
Customer and employee referrals got more than double the leads of any other channel. Whenever a client or customer compliments your work, ask for the referral. So you’ve made the ask, and your client or customer seemed warm to the idea of sending more business your way. Word of mouth is the original marketing channel. question.
EARNEST ABOUT B2B | TUESDAY, APRIL 28, 2015
[Customer, Loyalty] For the love of your customers: How a free coffee can make all the difference
What does it take to make your customers feel appreciated? He spilt the beans that staff at the ever-expanding sandwich chain were actively encouraged to give away something for free to their favourite customers. 2.30, but it was, as they say in the business, a great customer experience. It may have been a humble coffee – rrp.
MODERN B2B MARKETING | MONDAY, APRIL 27, 2015
[Customer, Loyalty] Do Brands Really Listen?
Companies retarget ads, have multiple email lists, and believe they are ‘engaging’ customers with their content, but they haven’t taken their tactics and technology to the next level. In an era when brand loyalty can be hard to come by, companies need to go the extra mile to ensure customers feel valued and understood.
MARKETING ACTION | FRIDAY, APRIL 24, 2015
[Customer, Loyalty] The Role of Emotions in B2B Marketing: Telling a Story, Making a Sale
B2B buying is driven not only by logic, testing, and facts, but also by the emotional connections created by the brand-to-customer relationship – and by the very real career risk of making a wrong choice. Emotions & Customer Experience. The Customer Connection. Listen to your customers. And you’re not alone.
HUBSPOT | THURSDAY, APRIL 23, 2015
[Customer, Loyalty] Humanizing Your Brand: 8 Tips for Making Your Voice Real (and Heard)
What’s the one thing business owners and their employees, partners and even customers all have in common? So in today’s highly competitive world, it’s definitely in every business’s best interest to find a way to connect to their customers and leads through humanization— no matter what industry you’re in. Then, post about it! often.
VIRALLY BLOG | THURSDAY, APRIL 23, 2015
[Customer, Loyalty] Don’t Make Your Brand Bland
Having your brand perfected helps customers trust you and become loyal, as well as becoming brand ambassadors. It would end up being contradictory and confusing to your customers. brand establishes loyalty with your customers , and is what everybody sees. Your Company Image. Personal Brand. Scary to think isn’t it?
VIRALLY BLOG | WEDNESDAY, APRIL 22, 2015
[Customer, Loyalty] Researching Your Market
If you don’t know who your target market is how do you expect to get paying customers? To develop a rich customer profile, you must research the behaviours, demographics, psychographics and geographics of your market. Behaviours:- attitude, loyalty and buying patterns. Demographics:- Age, Ethnicity, Gender, Education. Events
IT'S ALL ABOUT REVENUE | MONDAY, APRIL 20, 2015
[Customer, Loyalty] How Missguided Won Over Fast-Fashionistas With Trigger-Based Marketing
Every shopper follows a very different route to purchase to the person before them and so in order to create effective marketing campaigns, marketers must have a strong understanding of the individual customer. The first step was to rethink the timing of all of Missguided’s customer emails in order to optimise communications.
VERTICAL RESPONSE | MONDAY, APRIL 20, 2015
[Customer, Loyalty] 10 Retail Marketing Ideas to Boost Sales
To support that effort, we assembled ten retail marketing ideas to help bring increased sales and more loyal customers. 1. Free marketing opportunities Do you work the social media sites your customers frequent? You’ve probably heard of the rule of seven – a customer has to see an offer seven times to buy.
CMO ESSENTIALS | MONDAY, APRIL 20, 2015
[Customer, Loyalty] Marketing, Sales, and Customer Service Collaboration: 7 Free Research Reports for Shared Knowledge
You can’t be competitive in marketing today without an eye for sales and customer experience best practices. You can’t be an effective seller if you don’t have a few marketing and customer service skills up your sleeve. You need to see into the other customer-facing spheres. To learn more, read: Customer Engagement Has Evolved.
HUBSPOT | SUNDAY, APRIL 19, 2015
[Customer, Loyalty] How to Sell to 4 Different Personality Types
They might not be the customers you get a holiday card from, but if you can deliver on your commitments, you will maintain a healthy business relationship. Whether it’s their employees or their customers, the expressive personality type will want to know how decisions they make affect the people around them. One size does not fit all.
BIZNOLOGY | THURSDAY, APRIL 16, 2015
[Customer, Loyalty] Today’s big branding issue: what should companies stand for?
Does anyone wonder why these Millennials are so cynical about career prospects or loyalty at large companies? More companies are taking such a public stand simply because they believe in what they say, and they think their customers do too. to also pursue broader social ends), has been argued for decades. shareholder value).
VERTICAL RESPONSE | THURSDAY, APRIL 16, 2015
[Customer, Loyalty] How to Move Your External Marketing Messages In-Store
You want to make sure your store’s external marketing messages are harmonized with your customers’ in-store experiences. Match your voice, the message, and the way you talk to your customers. Goal #3: Build loyalty for a return visit. Today, customers see bags as reusable items. Remember: less is more!
LEADERSHIP | WEDNESDAY, APRIL 15, 2015
[Customer, Loyalty] CMO Spotlight: Steve Mann, CMO, LexisNexis (Research & Litigation Division)
Steve makes an interesting point that while brands are struggling to find the right formula that will create memorable customer experiences online they tend to ignore customization of those experiences. The 8 questions to ask when developing your target customer persona Click To Tweet. – Among Top 15 B2B CMOs (FierceCMO).
IT'S ALL ABOUT REVENUE | WEDNESDAY, APRIL 15, 2015
[Customer, Loyalty] The marketing of choice for consumers: Trust
Businesses may not realize it, but customers place a certain amount of trust in them. Restaurants, retailers, and even furniture stores operate based on a level of trust between themselves and their customers. Building Trust From the time you open for business, you begin establishing trust with your customers.
MODERN B2B MARKETING | WEDNESDAY, APRIL 15, 2015
[Customer, Loyalty] “Linking” Digital Advertising Seamlessly Across All Channels: Marketo and LinkedIn
We’re thrilled to have 7,000 of our customers, partners, colleagues, and friends here to talk about the evolution of marketing and the critical steps we must take to usher in the new era of marketing! These are revolutionary solutions that will truly put marketers in the driver’s seat to own the customer relationship.
TRADESMEN INSIGHTS | WEDNESDAY, APRIL 15, 2015
[Customer, Loyalty] Podcasting – Another Effective Way to Get to Contractors
” Using podcasts is a way of building brand awareness as well as loyalty. You can also put them on iTunes which can give you access to more potential customers who are searching for info on key subjects by key words or phrases. By John Sonnhalter, Rainmaker Journeyman at Sonnhalter. Here are a few to consider: You initiate them.
MARKETING ACTION | TUESDAY, APRIL 14, 2015
[Customer, Loyalty] Why Blogging Is More Important Than Ever
Use your blog to address frequently asked customer questions, offer tips and tricks, or reference interesting case studies. Use your blog to promote how-to videos, quick tips, customer testimonials, or demonstrations. Turning leads into customers is the goal of every company. What’s the best vehicle for being interesting?
MARKETING ACTION | MONDAY, APRIL 13, 2015
[Customer, Loyalty] Customer Lifecycle Metrics, Part 5: Retention and Expansion
This is part five in a series of five blog posts that examines the metrics you should measure throughout the five stages of the customer lifecycle: attract , capture , nurture , convert , and expand. . Top performers are also more likely to personalize campaigns based on their customer preferences. How is customer loyalty trending?
MODERN B2B MARKETING | FRIDAY, APRIL 10, 2015
[Customer, Loyalty] Back to Basics: 7 Things Marketing Automation Software Can Do For Your Business
What businesses can do with marketing automation software is track customer behavior and interactions across channels to better understand who they are and what they want. This allows marketers to connect with a large audience of users all at once, providing materials that appeal to their unique interests. 4. Nurture Prospective Customers.
HUBSPOT | THURSDAY, APRIL 9, 2015
[Customer, Loyalty] 5 Ways to Make Your Brand Magnetic
In our fast-paced and tech-driven world, companies are reeling, wondering if brand loyalty exists any more. Here are 5 ways to make sure that your business keeps your customers coming back. 1) Be Relevant. Tell your customers what happened and what you’re doing to fix it. And to some degree, they’re right to question it.
B2B MARKETING UNPLUGGED | THURSDAY, APRIL 9, 2015
[Customer, Loyalty] The End of Valued Customers
Also, Alan should stop calling me. I don’t think he understands that I’m already a customer and just because I downloaded a white paper from your website does not mean I am interested in having his babies. By the way, my name is Elizabeth, and if I were truly your valued customer you would know that. Go $#%* yourselves. Total genius.
HUBSPOT | THURSDAY, APRIL 9, 2015
[Customer, Loyalty] Prose, Bullet Points and Journalism: How to Write Product Page Descriptions that Sell
Your descriptions should also anticipate questions a customer might have about your product. Where the product was made : Local, handmade items often score increased loyalty with shoppers. Most of us, however, are not authors by profession and so consequently the quality of writing on the web varies greatly. What should they say?
HUBSPOT | WEDNESDAY, APRIL 8, 2015
[Customer, Loyalty] A Simple Guide to Using Hashtags on Twitter [Infographic]
When used properly, though, hashtags can be a powerful marketing tool in helping drive brand recognition, boost conversions, and positively impact customer loyalty. I have a love-hate relationship with hashtags on Twitter. On the one hand, they''re a useful way to tie different conversations into one stream. Social Media Daily
SYNECORE | WEDNESDAY, APRIL 8, 2015
[Customer, Loyalty] How Content Personalization Fits into Inbound Methodology
buyer persona tells you what your prospective customers are thinking as they address the problem your company resolves. customer presented with a personalized landing page or email is more likely to click than one who is not. Inbound marketing is all about getting found by your target customer, but that’s just the beginning.
SYNECORE | TUESDAY, APRIL 7, 2015
[Customer, Loyalty] Personalizing Content with HubSpot COS
Smart Content in HubSpot allows you to target based on anything you know about your customers and serve relevant content. It combines the best aspects of a content delivery system and a personalization engine to help you inspire loyalty in your customers. You might ask, what makes HubSpot COS better than another CMS?
THE FORWARD OBSERVER | TUESDAY, APRIL 7, 2015
[Customer, Loyalty] 6 Steps To A More Successful B2B Sales Approach
The customer appears on the car lot and the salesman asks what they are looking for. The customer replies, “a car.” When a customer learns something new that will help them, the psychological power of reciprocity helps build preference and loyalty. Are you adjusting to the changing way B2B prospects are buying?
MARKETING ACTION | TUESDAY, APRIL 7, 2015
[Customer, Loyalty] Nurturing Leads With Webinars: Awareness is Just the Beginning
But how do you guide a lead from the first inquiry to a lifetime of customer loyalty? In order to convey this through your webinar, call on your best advocates, customers! customer in the same industry can describe your solution in detail and demonstrate the return on investment during a webinar. Awareness. Consideration.
VERTICAL RESPONSE | MONDAY, APRIL 6, 2015
[Customer, Loyalty] 75 Email Newsletter Content Topics You Can Use ASAP
Customer testimonials or spotlights. Behind-the-scenes photos of your business and customers. Fan/customer photos – Include pictures of customers enjoying/using/buying/wearing your products or services, or an event of yours they attended. Info and a sign up for your customer loyalty or rewards program(s).
CMO ESSENTIALS | MONDAY, APRIL 6, 2015
[Customer, Loyalty] Four Digital Marketing Mistakes You Should Never Make
But here are four common marketing mistakes you should never allow yourself to make: Mistake #1: Failing to mine for customer insight. But with the availability of simple tools like custom short-link generators, it is now possible to know exactly which content is performing best. If you feel a little behind the curve, don’t worry.
KOMARKETING ASSOCIATES | THURSDAY, APRIL 2, 2015
[Customer, Loyalty] 5 Traffic-Driving B2B Blog Topic Ideas
If you don’t sell on or have an e-commerce that you can pull testimonials from, consider reaching out to some of your loyal customers and offer links to their websites or social media profiles in exchange for a review. What are the customer’s goals moving forward? This helps increase the trust and loyalty factor. Testimonials.
FATHOM | MONDAY, MARCH 30, 2015
[Customer, Loyalty] What Makes Customers Happy?
In my early days at Fathom, we once printed up T-shirts for everybody in the company that said Customer retention = $. This garment giveaway was for a broader organization-wide initiative on service quality and yes, customer retention. Thank your customers for their business early and often. Meeting expectations. Being human.
HUBSPOT | MONDAY, MARCH 30, 2015
[Customer, Loyalty] 11 Content Curation Tools Every Marketer Needs
And sure, I still use aggregator sites, but my brand loyalty to them is almost as low as my brand loyalty to Spirit Airlines. I’d be the first to drop one if a better aggregator came along. It doesn’t matter what industry your customers are in. Every customer wants to save time and stay informed. love Twitter. Scoop.it
HUBSPOT | SUNDAY, MARCH 29, 2015
[Customer, Loyalty] 4 Ways to Delight Visitors With Your 404 Error Page
However, we can use this as an opportunity to not only build brand loyalty but delight customers at the same time. Using their own characters they are building brand loyalty and the different expressions on each character gives the page a light-hearted humor that can ease the frustration one might feel.
VERTICAL RESPONSE | SATURDAY, MARCH 28, 2015
[Customer, Loyalty] 5 Product-Selling Email Subject Line Tips for Retailers
You must pique a customer’s curiosity. Your subject lines should get customers to open your email immediately. Want to motivate customers to buy? Use the word “you” When you can, refer to customers as “you” in your subject lines. Plus, it forces you to focus on customer benefits.
LEADERSHIP | FRIDAY, MARCH 27, 2015
[Customer, Loyalty] Interesting Infographics: Hats of to the Modern CMO
Customer service came in at 19%, while technology (9%) and even finance (5%) yielded a few more. Marketing analytics, marketing research, and advertising/branding were the most popular areas to cover, which makes sense; however, market entry strategies for expansion and customer engagement were also popular responses.
THE FORWARD OBSERVER | THURSDAY, MARCH 26, 2015
[Customer, Loyalty] 7 Ways To Thrill Customers And Get Them To Buy More From You
Are you focused more on getting new customers than delighting your current customers? Most businesses spend the majority of their money and time acquiring customers and building products. Sadly, customer retention and happiness are often an afterthought. And that leads to customer churn. Here''s how to get both.
HINGE MARKETING | WEDNESDAY, MARCH 25, 2015
[Customer, Loyalty] 7 Offline Marketing Strategies that Support Your Online Brand
Being able to put a face to the name can help create a deeper sense of brand loyalty among your buyers, so don’t discount the importance of a good, old fashioned handshake. For many professional services firms, online marketing has become front and center over the last five years, Why? On Google+ or LinkedIn? Branding Strategy
MARKETING ACTION | WEDNESDAY, MARCH 25, 2015
[Customer, Loyalty] Lead Nurturing Basics: How to Nurture the B2B Buyer’s Journey in 5 Steps
Your own matrix and scoring list will be customized based on the actions you want the ideal customer to take. Step 5: Keep Your Customers Engaged. Audience: Existing Customers. Developing a referral program and incentives for repeat business is a great way to build loyalty and gain new customers. Lead Score.
MODERN B2B MARKETING | MONDAY, MARCH 23, 2015
[Customer, Loyalty] [Infographic] B2C Marketers Speak—5 Predictions About The Future of Marketing
By the year 2020, 69% of marketers believe their departments will be perceived as a revenue driver for the organization. 2) Marketers Will Leverage Data and Digital Strategies to Understand Their Customers and Prove Impact on Revenue. The next 3-5 years, however, will be the time of real change. View the infographic in a new window here.
SAZBEAN | FRIDAY, MARCH 20, 2015
[Customer, Loyalty] 3 Social Media Marketing Trends for 2015
Marketing like this lends itself to company trust and customer loyalty, which means you’ll definitely see more of it in the future. It used to be that successful businesses could get by with advertising done through traditional radio, newspaper and television mediums. Those days are gone. They want to know. More Personable.
HUBSPOT | THURSDAY, MARCH 19, 2015
[Customer, Loyalty] Google and Consumers Agree: You Need a Mobile-Friendly Ecommerce Site
Department and chain stores, in an effort to remain relevant, are spending upward of $4 billion on ecommerce platforms, redesigns, loyalty programs and in-store technology to keep consumers connected at all times. Brands with both a physical and digital presence make almost 30% more in revenue. particularly in emerging markets ?
HUBSPOT | WEDNESDAY, MARCH 18, 2015
[Customer, Loyalty] How Inbound Marketing Can Boost Enrollment for Daycares
This is where most marketing and advertisers focus their initiatives, but if you have been successful with helping and educating the parents through the awareness and consideration stages, they will be much more likely to consider your daycare because of the brand loyalty that you’ve created. The Parent’s Journey. Awareness Stage.
MODERN B2B MARKETING | WEDNESDAY, MARCH 18, 2015
[Customer, Loyalty] SXSW CMO Panel Recap: Mashable, Equinox, Bloomberg LP, and Marketo Weigh in on the Current State of Marketing
They acknowledged that a brand is what the audience says it is, not what the CMO says it is, reinforcing the need to create touch points with consumers throughout the marketing funnel to win their loyalty. Joining our own Sanjay Dholakia on stage were the CMOs of Equinox, Bloomberg, and Mashable. You can be both serious and fun.
HUBSPOT | WEDNESDAY, MARCH 18, 2015
[Customer, Loyalty] Industry Benchmarks for Social Media Engagement: How Much Should Your Posts Receive?
This is important because this industry is one where brand loyalty is everything. If you’re trying to cultivate loyal customers, reach out to existing customers and figure out what they like about your company. But how you know when the number of interactions you’re getting is good? And what does “good” mean, anyway? Hardware.
HUBSPOT | TUESDAY, MARCH 17, 2015
[Customer, Loyalty] The Psychology of Excitement: How to Better Engage Your Audience
This is the principle that creates excitement over the Starbucks loyalty program: Image Source. When a customer gets a great price, they are more likely to share it with others. good deal sparks the “ego-expressive” response, making the customer “feel responsible for the discount.”. How Does Excitement Work? How long? Progress.
CRIMSON MARKETING | MONDAY, MARCH 16, 2015
[Customer, Loyalty] How To Compete In An Omni-Channel World
Customers use multiple marketing channels to evaluate product selection, pricing, special offers, availability and reviews by other consumers. But customers prefer to buy online now, right? 85% of customers prefer to buy in store & welcome marketing customized to their preferences Click To Tweet. It doesn’t look good.
B2B MARKETING UNPLUGGED | MONDAY, MARCH 16, 2015
[Customer, Loyalty] Three Reasons Customer Experience Management Fails – Part II
Last week we looked at Customer Experience management (CEM) and the three reasons I think we’re doing it wrong. Reason #1 was forgetting that at the beginning, middle and end of all customer experiences is emotion. Plus 81 percent recognize that there is correlation between customer experience and loyalty. Uh oh.
IT'S ALL ABOUT REVENUE | SUNDAY, MARCH 15, 2015
[Customer, Loyalty] Social Engagement Stories From SXSW
With 50 million members, creating customer advocates is essential. “Because we are a loyalty program, engagement is everything to us,” said Michelle Lapierre , Sr. Director Customer Experience & Social Media at Marriott Rewards. Austin is buzzing with the thrill of SXSW this week. Are you at SXSW this week?
MODERN B2B MARKETING | SATURDAY, MARCH 14, 2015
[Customer, Loyalty] 13 Tips for Marketing Transformation: A Checklist for Change Agents
Tie everything back to your business goals : And your target/ideal customer, their customer journey, and the customer experience you want to create for them. 2. It’s a challenge that alters the course of companies and careers. But actually DOING IT in the real world can sometimes feel impossibly complex. So what?
VERTICAL RESPONSE | FRIDAY, MARCH 13, 2015
[Customer, Loyalty] VerticalResponse Integrates with Scratch-it for Engaging Reveal-Based Marketing
Edit and create custom templates. Receive a complimentary campaign strategy and onboarding with your very own customer success team. Get an additional 5% discount on a yearly contract as a VerticalResponse customer. As a result, we knew we needed to integrate with Scratch-it to help empower our customers. Great question.
FATHOM | WEDNESDAY, MARCH 11, 2015
[Customer, Loyalty] Marketing Lessons from Selling My House
Loyalty? New customers? marketing automation or customer relationship management platforms), then pay up and train up! Few things have bigger personal finance and lifestyle implications than owning (and selling) cars and houses. In the last month, I did both … within a week (see my marketing lessons from buying a car ).
B2B MARKETING UNPLUGGED | WEDNESDAY, MARCH 11, 2015
[Customer, Loyalty] Three Reasons Customer Experience Management Fails
Customer problem rates are up five points in just over two years and this has much to do with terrible Customer Experience Management (CEM). When we can figure out how to build an emotional bond between our brand and our customer’s brain, the wallet, friends, will surely follow. Now that’s fun. We focus on the problems.
HUBSPOT | MONDAY, MARCH 9, 2015
[Customer, Loyalty] 7 Ecommerce Segmentation Hacks for Profitable Customer Loyalty
While you won’t have those same face-to-face interactions in the online world, you know more about your customers than you think! With the right ecommerce and marketing platforms you have access to advanced customer segmentation that most merchants do not take advantage of. You will undoubtedly have your “Power Customers.”
CMO ESSENTIALS | MONDAY, MARCH 9, 2015
[Customer, Loyalty] Creating Content is a Waste of Time – Until You Have Mapped the Buyer Journey [Part 2: Map The Customer Buying Journey]
You may recall that content needs context and that the context is the customer’s buying journey. In the first article , we explored defining the customer lifecycle and buying journey. Your customer’s buying journey is a process. Mapping the customer buying process is a heavy-lifting type of undertaking.
ENGAGE | WEDNESDAY, MARCH 4, 2015
[Customer, Loyalty] Can You Actually Future-Proof Your Brand?
Loyalty is more important than ever – and arguably more difficult than ever to earn and sustain. Success Success requires a shift in thinking from “What can this consumer do for our business?” to the customer-centric “What can our business do for this customer?”. If it doesn’t serve the customer, it won’t serve the brand.
SYNECORE | TUESDAY, MARCH 3, 2015
[Customer, Loyalty] Content Personalization: What it is and Why it Matters
In the beginning, content personalization was based on customer demographics and purchase history. This allows personalization to be context sensitive, instantaneous, and completely personalized in real-time as customers browse the website. Personalized content reflects the customer’s true interests. Why Personalization Works.
EARNEST ABOUT B2B | TUESDAY, MARCH 3, 2015
[Customer, Loyalty] Marketing Personalisation with the Father of the Bride
Personalisation also helps with customer retention – in one study by Salesforce , 44% of marketers believe it to have a ‘significant impact’ on loyalty and retention. So, if done properly, personalised communications can provide marked improvements in performance as well as leading to happier customers. Well, sort of.
CMO ESSENTIALS | TUESDAY, MARCH 3, 2015
[Customer, Loyalty] Creating Content is a Waste of Time – Until You’ve Mapped the Buyer Journey [Part 1: Define The Buying Journey]
Content needs context, and that context is the customer’s buying journey. This first article explores defining the customer lifecycle and buying journey. Clearly, this means that customers want to, and are, self-educating themselves about products and services long before engaging with your company. Connection. Community.
MARKETING ACTION | TUESDAY, MARCH 3, 2015
[Customer, Loyalty] Don’t Let Prospects Get Lost: Create a Customer Journey Map
The same is true for the buyer’s journey, especially for B2B customers with a long and possibly complicated trip ahead of them. And to be good guides, we need to fully understand the journey each customer takes when they engage with our company. How often do content consumers turn into customers? Stations Along the Way. Attract.
MODERN B2B MARKETING | MONDAY, MARCH 2, 2015
[Customer, Loyalty] It’s Never Too Early to Be a Marketing Genius
Engagement marketing tools do just that: they allow a company to automate its marketing message across platforms while creating a personalized experience for each potential customer in the queue. which connects hungry customers with delicious takeout all across the world. Here are a few reasons why: 1. Gain the Freedom to be Clever.
B2B MARKETING TRACTION | FRIDAY, FEBRUARY 27, 2015
[Customer, Loyalty] Why The Most Effective B2B Marketing Tactic May Surprise You
You may find that something like content marketing can attract prospective customers and the in-person events seal the deal. Or, content marketing can increase engagement and loyalty along with in-person events. But, it’s not. But wait a minute. They said “In-person Events” were the most effective!
VIDYARD | THURSDAY, FEBRUARY 26, 2015
[Customer, Loyalty] When to Use Video Throughout Your Marketing Funnel
Real-world customers follow a long and winding path to purchase. They most likely aren’t walking a straight line from awareness to long-term loyalty. That’s why I want to walk through four situational opportunities where you should consider using video to help you move potential customers along the path to purchase. 1.
HUBSPOT | WEDNESDAY, FEBRUARY 25, 2015
[Customer, Loyalty] How to Avoid the Risks of Bundling
Retailers, etailers, service providers, and pretty much anyone who sells anything ever use bundling techniques to improve sales and make customers happy. How can you protect the perceived value of your products while still offering great deals for your favorite customers? 1. Provide bundled items to loyal customers. Ecommerce
HUBSPOT | TUESDAY, FEBRUARY 24, 2015
[Customer, Loyalty] 6 Essential Skills Every CMO Should Have in 2015
Today’s CMOs will also “step forward and take responsibility for turning the enterprise toward the customer, evolving their role into the engine that fuels customer-centric company growth,” according to Forrester Research. It’s now a real-time currency used to shape the design and delivery of your product. 2) Be Customer-Centric.
HUBSPOT | FRIDAY, FEBRUARY 20, 2015
[Customer, Loyalty] Gluten-Free, Juicing & Veganism: Marketing Strategies Behind 3 Major Diets
They certainly frame a lot of their marketing around their popular cleanses, but they''ve also ramped up their efforts to show customers and prospects that their juices can be added to their existing diet, especially on social media. Their accounts depict juicing as a part of everyday life, offer advice, and answer customer questions.
CRIMSON MARKETING | THURSDAY, FEBRUARY 19, 2015
[Customer, Loyalty] 7 Ways Big Data Restricts Marketing Analytics
Marketing departments are focused on analyzing customer data “in order to uncover insights about how marketing activity affects buyer purchase decisions and drives loyalty.” ” Customer data is suitable for some applications and analyses but unsuitable for others. Customer Data is Biased. Click To Tweet.
HUBSPOT | THURSDAY, FEBRUARY 19, 2015
[Customer, Loyalty] Copywriting Lessons From Companies Doing It Right
Because Chubbies has a very specific customer in mind, they can make obtuse cultural references, use all caps in copy (without it being construed as yelling), and add little elements that reinforce their personality. out 5 stars on Amazon (with 375 5-star customer reviews). And that loyalty has paid off. Red Bull knows this.
HUBSPOT | THURSDAY, FEBRUARY 19, 2015
[Customer, Loyalty] 5 Customer Retention Tools for Long Term Ecommerce Success
A study in the Harvard Business Review showed that increasing customer retention by 5% can lead to a 25% - 95% increase in profit. But what is customer retention, and how do you increase it by 5%? Customer retention is the act of getting more of your customers to stay loyal to your brand or business. Ecommerce
BUZZ MARKETING FOR TECHNOLOGY | WEDNESDAY, FEBRUARY 18, 2015
[Customer, Loyalty] 5 Reasons Your Mobile Strategy Isn’t Working
Whether you completely neglected to build a website for your mobile platform or there’s a lacking call to action, there are common mobile faux pas than can result in lost loyalty, brand following and even support.
GROW - PRACTICAL MARKETING SOLUTIONS | MONDAY, FEBRUARY 16, 2015
[Customer, Loyalty] 10 soul-grabbing brands that prove you don’t need SEO to succeed
” GoPro built its fanatic user base through a YouTube channel jam-packed with thrilling videos of customers skydiving, mountain biking, and deep-sea diving. It’s fostering loyalty by involving fans to share their experiences. He recently wrote a wonderful and provocative post called “ Is Google making the web stupid ?”
HUBSPOT | FRIDAY, FEBRUARY 13, 2015
[Customer, Loyalty] Segmentation Ideas for Nonprofits and Member-Based Organizations
Buyer personas are fictional characters based on your actual customers and target markets. You create buyers personas by dividing your customers into groups based on different attributes (like age, occupation, demographics, personalities). What is one of the most valuable aspects of a member-based, nonprofit organization? Volunteers.
E-QUIP | FRIDAY, FEBRUARY 13, 2015
[Customer, Loyalty] Displacing the Incumbent
How to Displace the Incumbent I find it interesting that market research across multiple industries has found little correlation between customer satisfaction and loyalty. The vast majority of customers who switch products or service providers indicate they were satisfied before they made a change. Not necessarily true.
GROW - PRACTICAL MARKETING SOLUTIONS | MONDAY, FEBRUARY 9, 2015
[Customer, Loyalty] Your marketing success may hinge on Gray Social Media
These engaged customers don’t just buy your products again and again, but encourage others to do it, too. In my upcoming book, The Content Code , I describe this elite group as the Alpha Audience – fervent supporters, and a rare breed we can rely on for loyalty, ignition, and most important, action. Gray social media.
THE ROI GUY | THURSDAY, FEBRUARY 5, 2015
[Customer, Loyalty] 3 Keys to Sales Growth: Motivate, Justify and Differentiate
CEB indicates that 53% of B2B customer loyalty, the reason customers initial and continually buy, is driven not by the brand or product, but by the sales experience. These were reported as the top challenges in a survey of 250 worldwide executives from our partners at Qvidian. This is a challenge for a number of reasons.