No customer-centric business process should be isolated. Every business should be working on integrating all data platforms, silos, marketing channels and businesses processes right now in order to have a single customer view and 360 degrees social CRM approach. Because we’re beyond customer-centric already, and you’ll have to know and understand what makes people act, buy, share and communicate. Getting the customer and data basics right. good exercise for every business to do in that smart marketing strategy is calculating the value of the customer life cycle. MORE >>

One of the workshops in this series, An Introduction to Challenger Messaging , focuses on arming attendees from members’ sales and marketing functions to create a scalable commercial insight generation capability for equipping reps with the insight necessary to effectively challenge customer thinking and shape the nature of their demand. This means creating and piloting a proper commercial teaching pitch that delivers insight in a way that not only scales across customers, but also drives action and reframes customers’ assumptions. MORE >>

For more than a decade, the marketin g industry has been espousing the benefits of 1to1 marketing: increased response rates and revenue, reduced churn, greater customer loyalty, etc.  A holdout from traditional campaign management processes: segmentation. Traditional Segmentation Hits a Wall. Segmentation models classify individuals—with unique interests, needs, and behaviors—into homogenous groups.  Thus, when targeting decisions are made at the segment level, each individual doesn’t necessarily receive the most relevant offer.  MORE >>

According to the folk at Harvard Business Review, it costs up to seven times as much to find a new customer, than to get more business from an existing one. It’s no surprise then, where once b2b organisations were going all out to acquire new customers, there’s a growing realisation that existing customers could well offer a wealth of opportunity. And to be honest, a customer mag or e-newsletter banging on about your company’s latest greatest products and services, coupled with some overpriced Arsenal FC tickets, do not a loyalty strategy make. MORE >>

We've already made the case for list segmentation in email marketing , and we sure hope you've bought in. Still in need of a little refresher on the merits of email list segmentation? How about the fact that, according to eMarketer , 39% of email marketers that practice list segmentation see better open rates; 28% see lower opt-out and unsubscribe rates; and 24% see better email deliverability, increased sales leads, and greater revenue. So to get your creative juices flowing, take a look at this ultimate list of ways you could segment your email lists! 1) Geography. MORE >>