• CUSTOMER EXPERIENCE MATRIX   |  WEDNESDAY, AUGUST 24, 2016
    [Customer, Purchase] ABM Vendor Guide: Features to Look for in Target Scoring Vendors
    The models most often predict whether an account will make a purchase, but sometimes predict events such as renewing a contract or becoming an opportunity in the sales pipeline. Target scoring is more than tracking intent surges, which do not capture other factors that contribute to likelihood of purchase.
  • BIZNOLOGY  |  WEDNESDAY, AUGUST 24, 2016
    [Customer, Purchase] How to select the perfect B2B data vendor
    Most B2B marketers rely on customer data from third party suppliers. First, clarify your marketing objectives for the data.  If you are going for customer acquisition, your data needs will be different from retention goals.  Next, prepare a detailed analysis of each segment you are trying to understand or communicate with.
  • SNAPAPP  |  TUESDAY, AUGUST 23, 2016
    [Customer, Purchase] How to Build the Business Case for Purchasing Marketing Technology
    If you want to make a change, such as purchasing a new marketing technology, you essentially have two options. Preparing a business case for your martech purchase will solve two important goals: Making sure you’re making the right purchase recommendation; and. Change is hard. Go rogue, or achieve consensus. Present the Problem.
  • FATHOM  |  MONDAY, AUGUST 22, 2016
    [Customer, Purchase] The Value of Staying Focused on Your Audience
    Enter: the Customer First Strategy Map. Be Audience-First with the Customer First Strategy Map. The Customer First Strategy Map (efficiently referred to as the C1 map) is sort of a Fathom original. Customer Persona. What Problems Do You Solve for Your Customers? What is the Process for the Customer to Purchase?
  • MODERN B2B MARKETING  |  MONDAY, AUGUST 22, 2016
    [Customer, Purchase] 3 Reasons Why Data is the Foundation of a Successful ABM Strategy
    B2B organizations have access to massive amounts of data from their internal marketing and sales activities, prospect and customer behaviors, and customer service information. Many also purchase data from external sources to augment existing data sets. Segment to Find the Best Targets. In one word: everything.
  • AGGREGAGE B2B WHITE PAPERS  |  FRIDAY, AUGUST 19, 2016
    [Customer, Purchase] 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.
  • AGGREGAGE B2B WHITE PAPERS  |  FRIDAY, AUGUST 19, 2016
    [Customer, Purchase] 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.
  • AGGREGAGE B2B WHITE PAPERS  |  FRIDAY, AUGUST 19, 2016
    [Customer, Purchase] 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.
  • CUSTOMER EXPERIENCE MATRIX   |  FRIDAY, AUGUST 19, 2016
    [Customer, Purchase] Guide to ABM Vendors: What's in a Complete ABM Stack?
    Customized Messages and Execution can be found in non-ABM systems such as Web site personalization or marketing automation.* Many of these vendors combine data they gather themselves (which they often consider a competitive advantage) with data they purchase from commercial vendors. The table below shows the details. There sure is!
  • IT'S ALL ABOUT REVENUE  |  THURSDAY, AUGUST 18, 2016
    [Customer, Purchase] 5 Reasons You Need a DMP
    In order to understand these relationships it is necessary to know that although the third-party data collection often involves a purchase or affiliation agreement, it provides critical information on demographics or behaviors on the sites you don’t own. This is the most efficient process for managing one-to-one relationships.
  • ACT-ON  |  WEDNESDAY, AUGUST 17, 2016
    [Customer, Purchase] Four Benefits to a Multi-Generational Workplace (Or, What I Learned from My 21-Year-Old Nephew)
    The experiences of each generation – experiences made in a specific time and place in history – shape who we are, what we value, how we value it, how we prioritize those values, how we interact with others and in the world, and how we back up those values (through purchases, social shares, protest, and so forth). But enough about me.
  • B2B LEAD GENERATION BLOG  |  TUESDAY, AUGUST 16, 2016
    [Customer, Purchase] 5 Ways to Immediately Boost Account Based Marketing (ABM)
    The fourth thing is being able to nurture your customers more effectively and instead is using your empathy to put yourself really in the buyer’s shoes. And so we need to be really clear on who’s an ideal customer, why they are, what are the attributes? thought I would go to one of the experts of the industry Brian Carroll. Break].
  • TONY ZAMBITO  |  SUNDAY, AUGUST 14, 2016
    [Customer, Purchase] Are Your Buyer Personas Data Overkill?
    However, what it lacks is the ability to develop a deeper understanding of the buyer story, their goals, and their goal-directed behaviors behind ultimate purchase decisions. Enabling analytics and reports on profiling attributes and activities of buyers and customers as gleaned from a database. Information Overload by Jenny Chisnell.
  • HUBSPOT  |  FRIDAY, AUGUST 12, 2016
    [Customer, Purchase] How to Create Content for Every Stage of the Buyer's Journey
    In most cases, that's not how purchases are made. Most of the time, before becoming a customer, a person will first go through what's called the sales funnel. That's because at any given time, your prospective customers are all at different points in their journeys toward a purchase. Bottom of the Funnel: Purchase.
  • IT'S ALL ABOUT REVENUE  |  THURSDAY, AUGUST 11, 2016
    [Customer, Purchase] 5 Simple Marketing Automation Tips to Improve Conversion
    No matter what marketing technology we use to better communicate with customers and prospects, we are constantly thinking about improving the experience for us and the prospects, optimizing the results, and even just making things a little easier. But in the end, isn't it all about conversion? VP of Marketing. Director of Operations.
  • RADIUS  |  WEDNESDAY, AUGUST 10, 2016
    [Customer, Purchase] 5 Direct Mail Mistakes Marketers Should Avoid
    pretty common misconception with direct mail is to blindly unleash mailers without first building proper segments or identifying target audiences. Tip: Identify key characteristics about your target audience or segment, and use it to personalize offers for your prospects. 3) Make your call to action (CTA) too complex. Click to tweet.
  • KAPOST  |  MONDAY, AUGUST 8, 2016
    [Customer, Purchase] Marketing and Technology: Lessons from Salesforce’s Marketing Technology Director
    Now, as the Marketing Technology Director at Salesforce, he’s using his expertise to solve the marketing technology puzzle that enables an omni-channel customer experience and drives real business growth. The WHAT: Content Creation System – Allows content creation that resonates with your prospective customers. for optimal ROI.
  • RADIUS  |  THURSDAY, AUGUST 4, 2016
    [Customer, Purchase] 4 Steps To Build Campaigns Focused on Attracting the Right Accounts
    Number of stakeholders involved in the buying decision for a technology purchase have increased. With Predictive, marketers are able to use scores and grades to build prequalified lists and segment accounts to gain insights on common attributes of ideal prospects. Group your target accounts into segments based on these characteristics.
  • MODERN B2B MARKETING  |  WEDNESDAY, AUGUST 3, 2016
    [Customer, Purchase] 5 Core Components of a Successful ABM Strategy
    The latest marketing automation solutions for ABM can segment accounts with ease and greater granularity without overburdening the organization. Define Your Segments. To accomplish this with ABM, it’s important to define a framework that helps segment your database in a way that supports your go-to-market strategy. ABM
  • RADIUS  |  MONDAY, AUGUST 1, 2016
    [Customer, Purchase] The Future is Here With Predictive Account-Based Marketing
    The growing adoption of customer relationship management (CRM) and marketing automation technology (MAT) systems has created an unprecedented amount of data for optimizing ABM initiatives. Customer Relationship Management. Account-based marketing (ABM) isn’t a new topic, but today it’s catching fire like never before. B2B Marketing
  • CONTENT STANDARD  |  MONDAY, AUGUST 1, 2016
    [Customer, Purchase] Does Your Brand Need a Local SEO Strategy?
    Whether your consumer was born and raised in your area or is only visiting for the day, search has made it possible for anyone within walking/biking/driving distance of your store to become a potential lead, waiting to be turned into a buyer or lifelong customer. The checkout is a single counter with a mechanical register, cash only.
  • MODERN B2B MARKETING  |  WEDNESDAY, JULY 27, 2016
    [Customer, Purchase] How to Find a Marketing Automation Platform That Grows With You
    Many marketing automation platforms require users to build audiences (segments) and responses (workflows) within different screens. Its acts as the foundation and connective tissue for interactions between your content and assets, driving opportunities and conversions forward within the customer lifecycle. Long-Term Considerations. 1.
  • CEROS  |  WEDNESDAY, JULY 27, 2016
    [Customer, Purchase] All About Those Leads: Crafting Content for Conversion
    However, while we often personalize our website and email copy, content marketing often goes overlooked in the personalization equation. A few ways you can personalize your content at every stage of the buyer’s journey include: Serving different content based on persona or audience segment. Happy reading! Create Content That Stands Out.
  • RADIUS  |  TUESDAY, JULY 26, 2016
    [Customer, Purchase] Predictive Toolbox: How To Use Predictive in B2B Marketing
    Nowadays, B2B marketers are tasked with various challenges like understanding dynamic customers, increasing pipeline quantity and quality, and boosting campaign ROI. Account-Based Marketing (ABM) : How to use predictive for account segmentation and target account selection. At Radius, we believe Predictive is the answer.
  • RADIUS  |  TUESDAY, JULY 26, 2016
    [Customer, Purchase] Predictive Toolbox: How To Use Predictive in B2B Marketing
    Nowadays, B2B marketers are tasked with various challenges like understanding dynamic customers, increasing pipeline quantity and quality, and boosting campaign ROI. Account-Based Marketing (ABM) : How to use predictive for account segmentation and target account selection. At Radius, we believe Predictive is the answer.
  • IT'S ALL ABOUT REVENUE  |  MONDAY, JULY 25, 2016
    [Customer, Purchase] Data In. Data Out. The Secret to Data Driven Marketing
    Need customer contact details—where is it stored? Need purchase history—well what table is it stored in? The integrity of the data is key, especially if you are starting to look at segmentation. For customer purchases, we need to send a confirmation as well as the order for fulfillment. Data in.
  • ANNUITAS  |  THURSDAY, JULY 21, 2016
    [Customer, Purchase] Lessons Learned From a Startup
    Purchases are highly transactional. You have mere seconds to capture someone’s attention (vs. a six-month sales cycle for a large enterprise purchase). If you don’t understand your buyers – what drives their need and purchase – then how can you market to them? But what did I know about the food delivery business?
  • VERTICAL RESPONSE  |  THURSDAY, JULY 21, 2016
    [Customer, Purchase] Email Reactivation
    That’s what makes it a great time for rejuvenating your email marketing campaign, giving a shout-out to existing customers who seldom if ever respond, click or buy. “Consumers don’t just trust email, they look to it for purchasing decisions,” the study notes. Segmenting audiences. Baiting the hook.
  • IT'S ALL ABOUT REVENUE  |  THURSDAY, JULY 21, 2016
    [Customer, Purchase] How Marketers Should Engage Their Mobile User
    And mobile marketers have even less time to capture the eye of a potential customer, acquire an app install , or win over a brand ambassador; making it essential to drive users to the right content, at the right time. Your CTAs will become more effective because the customer journey is suddenly seamless, and engagement will naturally improve.
  • CONTENT STANDARD  |  TUESDAY, JULY 19, 2016
    [Customer, Purchase] Ink and Bytes: Using Print in Your Digital Marketing Strategy
    By using traditional collateral to push one funnel while digital material pushes another, brands can end up accidentally creating artificial audience segments that are only informative insofar as they tell you where a viewer initially was onboarded—which frequently won’t give you a full picture of what interests or engages your audience.
  • IT'S ALL ABOUT REVENUE  |  THURSDAY, JULY 14, 2016
    [Customer, Purchase] What the Heck is Cross Channel Marketing and Why Would I Want To Do It?
    Cross-channel marketing or multi-channel marketing or omni-channel marketing or whatever term you prefer is all about engaging with your customer or prospect across every digital channel and any device. It’s no secret that the best customers are the ones who engage with brands across multiple channels. How much growth?
  • 6SENSE  |  WEDNESDAY, JULY 13, 2016
    [Customer, Purchase] Blurred Lines: B2B Marketers Take a Page from B2C Tactics – B2B ESP
    New systems like 6sense help us realize the actual value of this data, enabling us to derive actionable intelligence that enhances our ability to engage with our customers. Jeff Siegel: Ultimately, B2B is still all about the customer. B2B ESP has finally arrived! What is the importance of data to your marketing and sales strategies?
  • MODERN B2B MARKETING  |  WEDNESDAY, JULY 13, 2016
    [Customer, Purchase] 5 Ways to Win with Web Personalization
    And this meaningful experience is something that your web visitors have now come to expect—speaking directly to their buying habits and guiding them in a purchasing direction they’re confident in. Your potential customers and customers want to feel like individuals , not like a record to your growing database.
  • PUREB2B  |  TUESDAY, JULY 12, 2016
    [Customer, Purchase] 15 Effective Ways to Reduce Cost Per Acquisition
    Put in simpler terms, ask yourself: how much of your marketing budget has to be spent to get a paying customer? By prioritizing the reduction of acquiring new customers, you’re able to control cost from the onset. Turning this around is as simple as being straightforward about the total amount of the purchase, including shipping fees.
  • KAPOST  |  FRIDAY, JULY 8, 2016
    [Customer, Purchase] Don’t Be Boring: What Creative B2B Marketers Can Learn from B2C
    As if B2B marketers sit around dreaming, “If only I could be a B2C marketer—oh, all the flashy ads and brand loyal customers I’d have!” Segment. But no one does customized content like a B2C company. People, either in groups or individually, will make the purchase decision. ” Yeah, no. Be relevant.
  • CAPTORA  |  THURSDAY, JULY 7, 2016
    [Customer, Purchase] Learning to Love TOFU
    The way that we’re thinking about it is we have a CEO group, a few of our CMOs, and our customer base are having this discussion right now. What multiple is applied to your revenue for that brand, and how does that compare to other companies in your market segment?”. What’s a new customer worth to you? Why is that?’.
  • MODERN B2B MARKETING  |  THURSDAY, JULY 7, 2016
    [Customer, Purchase] Q&A: The Big Email Marketing Questions Answered
    Lifecycle stage:  Emails sent to recipients who are in an earlier stage of the customer lifecycle, like welcome emails, usually work better than emails to long-term subscribers, so you need to break these out accordingly. Segmentation and Targeting. Changing your welcome email content to be relevant for different audience segments.
  • VERTICAL RESPONSE  |  WEDNESDAY, JULY 6, 2016
    [Customer, Purchase] Attitude of Gratitude
    That’s why it’s so important to let those in your current customer base know how much you value their business. The likelihood of selling to an existing happy customer is up to 14 times higher than that of selling to a new customer, reports a Marketing Metrics study. Here are some tips for crafting thank you emails.
  • INFER  |  WEDNESDAY, JULY 6, 2016
    [Customer, Purchase] 5 Ways to Supercharge Sales with Predictive Lead Scoring
    Our customer, Social Tables reinvented its definition of MQLs and started filtering anything below leads rated an “A” or “B” out of its sales queue — and this more focused approach resulted in a $500,000/month increase in their pipeline. Predictive can also play a big role when you’re expanding into new markets or segments.
  • INFER  |  WEDNESDAY, JULY 6, 2016
    [Customer, Purchase] 5 Ways to Supercharge Sales with Predictive Lead Scoring
    Our customer, Social Tables reinvented its definition of MQLs and started filtering anything below leads rated an “A” or “B” out of its sales queue — and this more focused approach resulted in a $500,000/month increase in their pipeline. Predictive can also play a big role when you’re expanding into new markets or segments.
  • ACT-ON  |  FRIDAY, JULY 1, 2016
    [Customer, Purchase] How to Focus Your Marketing Efforts Through ToFu, MoFu and BoFu Stages
    Like this one: The image might be slightly antiquated, however, the concept behind the lead funnel remains crucial in understanding how your leads move from totally unaware of you to being a happy customer. They may have stumbled across your name relatively late in their exploration, and be almost ready to consider a purchase. Blogs.
  • VERTICAL RESPONSE  |  WEDNESDAY, JUNE 29, 2016
    [Customer, Purchase] Autoresponders 101
    Email works three times faster than display advertising, stays in the minds of consumers better, and increases the likelihood of purchasing in 47 percent of consumers, according to a study by Teradata. Engaging customers — Consistent communication of valuable content is a great way to keep your brand front-of-mind for customers.
  • BIZIBLE  |  MONDAY, JUNE 27, 2016
    [Customer, Purchase] How to Generate Qualified Leads and Delight Your Sales Team
    The score does not correspond to how deep the prospect is in the funnel, but rather how closely they mimic your target customer. For example, if your ideal customer is a marketer who uses marketing automation and a CRM, a lead who comes in and matches each of those could be an A grade. Which types of companies are your ideal customer?
  • TONY ZAMBITO  |  SUNDAY, JUNE 26, 2016
    [Customer, Purchase] 5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research
    Whereby an audience is a community of people and organizations who share common, as well as, unique goals and yet may exhibit different behaviors when it comes to influencing, decision-making, and purchasing. Focus on Customer Scenarios. Their buyer persona research uncovered multiple goal-directed scenarios in multiple segments
  • IT'S ALL ABOUT REVENUE  |  WEDNESDAY, JUNE 22, 2016
    [Customer, Purchase] B2B Lead Nurturing Myths That Promote Sales Pipeline Leaks
    Segment leads according to the content they have downloaded and what you have learned about their demographics. Bear in mind that some of the information you need for scoring and segmenting your leads will likely not be available by looking at online information only. “A small leak will sink a great ship.” Forget the myths.
  • SALESPREDICT  |  TUESDAY, JUNE 21, 2016
    [Customer, Purchase] Deliver More Sales Qualified Leads Using Predictive Intelligence
    While marketers might not have such a hard a time generating a large volume of leads (quantity), they are having an increasingly tough time attracting leads that convert into sales opportunities and eventually into customers (quality). They can also learn the best actions to take to keep prospects moving forward towards a purchase.
  • CUSTOMER EXPERIENCE MATRIX   |  FRIDAY, JUNE 17, 2016
    [Customer, Purchase] Strikedeck Adds Automation to Customer Success Management
    I first started paying attention to “customer success management” systems when I realized they were assembling data from multiple sources to build a consolidated customer view – something that could potentially serve other departments throughout the organization. This allows for standard treatments to be fully automated.
  • 6SENSE  |  THURSDAY, JUNE 16, 2016
    [Customer, Purchase] Forbes and 6sense: The Publisher – Predictive Intelligence Solution
    The goal of this partnership is to help our clients adapt and excel in today’s shifting environment by bringing customer data, media execution and predictive intelligence together to deliver tangible business outcomes for our clients. At the SiriusDecisions summit this year we announced a first-of-its-kind partnership with Forbes Media.
  • DISCOVERORG  |  WEDNESDAY, JUNE 15, 2016
    [Customer, Purchase] Marketing Survey Results Reveal 3 Main Impact Areas for Success
    Today, one well-written eBook is unlikely to be enough to walk a potential customer all the way from the moment of discovery to the finish line of a sale. Buying cycles for some products & services are long and take months from discovery to purchase. Share your story and let your voice be heard by taking the survey!
  • IT'S ALL ABOUT REVENUE  |  WEDNESDAY, JUNE 15, 2016
    [Customer, Purchase] Cross-Channel Marketing Technology: A Pillar of the Overall B2C Ecosystem
    Less than 1 in 4 marketers say they understand customer journeys and adapt the channel mix accordingly. 89% of marketers admit they have challenges when it comes to creating a single view of the customer. Today, certain technologies can link all the unique cross channel identifiers of a customer back to a single unique identifier.
  • 6SENSE  |  TUESDAY, JUNE 14, 2016
    [Customer, Purchase] Myth Busting: Understanding Profile-Based Segmentation Analytics vs. Intent-Based Predictive Intelligence
    is a company in your database but isn’t a current customer. But didn’t we start out with defining the ideal customer above using some basic rules of thumb? Such data is more interesting in the context of micro-segmentation for things like competitive take-out plays and broad-base targeting. Now Acme Inc. Bingo! Or Or is it?
  • SALESPREDICT  |  TUESDAY, JUNE 14, 2016
    [Customer, Purchase] How Predictive Intelligence Helps B2B Marketers with Buyer Targeting
    Predictive intelligence can help identify and analyze behavior and intent data to provide a 360-degree view of prospects and their paths to purchase. Today, B2B prospects understand that companies are capturing information about them and therefore, they expect a customized purchasing experience. How bad is it?
  • BIZIBLE  |  FRIDAY, JUNE 10, 2016
    [Customer, Purchase] Why Every Marketing Leader Should Develop A Marketing Technology Roadmap
    So what’s the lay of the technology land when it comes to the technologies that store, segment, report and grow your customer database? Your database was once an Excel sheet or rolodex of customer contact information. When do certain tools that help with segmenting or automating emails and serving ads become necessary?
  • MODERN B2B MARKETING  |  FRIDAY, JUNE 10, 2016
    [Customer, Purchase] How to Beat Dunbar’s Number with MarTech
    With marketing technology (MarTech for short) like marketing automation, CRMs, and referral automation software, which work together to manage and nurture prospect and customer relationships to build a trusted and significant connection with them. He discovered by accident that for humans, the magic number is 150 people. Marketing Automation.
  • HUBSPOT  |  THURSDAY, JUNE 9, 2016
    [Customer, Purchase] How to Make the Customer the Hero of Your Story
    You may want to don the cape, drive the Batmobile, and kick the villain's butt (and who could blame you?), but most brands overlook the interests of customers when they focus on themselves. The harsh reality is that your customers don’t care about your company or products - they only care about how you’ll meet their needs. Business
  • MODERN B2B MARKETING  |  THURSDAY, JUNE 9, 2016
    [Customer, Purchase] 3 Ways Marketing Automation Helps Higher Ed Marketers Succeed
    Their students are their buyers, just like they are buyers when they purchase other products or services. With the plethora of information and resources available to guide them in their purchasing decisions, buyer behavior (prospective students included) continues to become more fragmented, self-directed, and non-linear.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, JUNE 8, 2016
    [Customer, Purchase] Six methods for smarter marketing segmentation
    Ask any marketer if they’re interested in smarter segmentation with their lists, campaigns, or otherwise and you’re sure to raise a few eyebrows. The problem with segmentation is two-fold: You’re not doing it. Segment more granularly where you can. Plot prospects on the customer lifecycle path. Brooke B.
  • ACT-ON  |  WEDNESDAY, JUNE 8, 2016
    [Customer, Purchase] B2B Ad Retargeting: Re-engage Website Visitors without Breaking the Budget
    commerce sites like Amazon and Zappos regularly deploy ad retargeting. I bet you’re thinking that a customer who spends $100 at Amazon is nothing like the business solution-seeking prospect you’re trying to lure. It’s highly unlikely that your prospect will make a purchase decision during the limited time she spends at your website.
  • HINGE MARKETING  |  MONDAY, JUNE 6, 2016
    [Customer, Purchase] How to Develop a Winning Go-to-Market Strategy for Your Firm
    business plan is broader in scope and considers every aspect of a business, while a go-to-market strategy is focused specifically on delivering a product or service to an end customer. Which segment are you likely to add the most value to? Which segments are most likely to be a good fit with your firm? the thought leader?
  • DISCOVERORG  |  THURSDAY, JUNE 2, 2016
    [Customer, Purchase] The Most Untapped Leverage Point For B2B Growth
    Throughout the life of a lead, from Marketing to Sales Development to Sales to Customer Success, good data facilitates and maximizes growth. Compelling messaging is best produced using effective segmentation. High quality intelligence can give you massive leverage across multiple departments, in ways you might’ve never even considered.
  • READYPULSE  |  WEDNESDAY, JUNE 1, 2016
    [Customer, Purchase] Create a Winning Influencer Marketing Program – 9 Questions Marketers Must Answer
    Develop a closer relationship with your brand’s influencers so you can leverage them as tastemakers for your target customers. But you must also be able to answer the question of who is your ideal influencer – the person that will have the most sway with your brand’s target customer. Some of the best ideas come from your key customers.
  • IT'S ALL ABOUT REVENUE  |  WEDNESDAY, JUNE 1, 2016
    [Customer, Purchase] 9 Reasons Marketers Need a Data Management Platform
    Data that is anonymous with the most amount of reach, least amount of exclusivity, and is purchased through a marketplace (and bid on) based on its reach and cost parameters. You want to maximize segmentation and scale campaigns. The more you know about your customers and prospects, the more precisely you can target and market.
  • ACTIVEDEMAND  |  TUESDAY, MAY 31, 2016
    [Customer, Purchase] Personalization and Behavior-Based Trigger Marketing
    Personalization and Behavior-Based Trigger Marketing In today’s marketing landscape, it’s becoming increasingly more obvious that it’s the end customer who drives marketing. We’re going to discuss just how personalization based on data collection is key to behavior-based trigger marketing. But Where Does Behavioral Targeting Fit In?
  • CEROS  |  TUESDAY, MAY 31, 2016
    [Customer, Purchase] 7 Ways to Engage with Social Media Leads
    Following your contacts on Twitter can give you additional insight into their activity and interests, and you can segment your contacts and target relevant messages directly to them. Segmenting into categories based on interest or demographics also ensures your content is more customized and valuable to your contacts – a key to engagement. 2.
  • HUBSPOT  |  WEDNESDAY, MAY 25, 2016
    [Customer, Purchase] A Simple Guide to Mastering the Basics of Effective Social Media Advertising
    If your objective is to convert leads further down the funnel to marketing qualified leads for your sales team or customers, middle and bottom of the funnel content like free trials or purchase offers should be promoted via retargeting. Behavior Targeting: Target based on purchase behavior or intent, device usage and more.
  • LATTICE  |  TUESDAY, MAY 24, 2016
    [Customer, Purchase] The Next Generation Platform for Account-Based Everything is Here!
    For example: Demandbase runs an account-based program across 3,000 accounts (including enterprise and mid-market segments). Customers have been able to use scores with intent data to get better fidelity insights into who is in market. They’ve seen up to 285% higher win rates and 35% higher deal sizes. invite you to learn more.
  • ACT-ON  |  TUESDAY, MAY 24, 2016
    [Customer, Purchase] Demand Generation 101: 7 Tactics For Generating High Quality Leads
    Your audience should be more likely to purchase your products or services,” said Rachel Rosin , Act-On’s Web and Content Optimization Manager. The most important goal, however, is to generate higher revenue from your marketing source leads,” said Janelle Johnson , Act-On’s Senior Director for Global Segment Marketing. The players.
  • IT'S ALL ABOUT REVENUE  |  THURSDAY, MAY 19, 2016
    [Customer, Purchase] Email Marketing: Going Beyond a Unique Open and Click
    This is where database segmentation comes into play and more importantly database engagement segments. What Are Engagement Segments? Simply put, engagement segments are groups of customers placed into various buckets dictated by the last time that they interacted with an email. What Are These Segments?
  • ACT-ON  |  WEDNESDAY, MAY 18, 2016
    [Customer, Purchase] 7 Things About Online Reviews Every B2B Business Needs to Know
    And if you add in businesses’ responsibility to respond to how they are reviewed, we tip into the territory of customer service. Expand your focus just a bit and you might think of customer reviews as a way for customers to tell their stories. Really positive customer stories, of course, are sometimes known as case studies.
  • FATHOM  |  TUESDAY, MAY 17, 2016
    [Customer, Purchase] Getting to the Heart of It: CRM Technology
    Customers and clients are at the heart of any good business. Customer Relationship Management (CRM) is what keeps that heart beating. This not only means better relationships and communications with customers, it can also mean significant savings and increased revenue. Popular CRM Tools. Microsoft Dynamics. Hubspot. Oracle.
  • VIDYARD  |  TUESDAY, MAY 17, 2016
    [Customer, Purchase] Everything You Need to Generate, Score, and Nurture Leads with Video
    Surely you already have basic scoring and segmentation in place, but are you using video consumption to help build a clearer picture of a lead’s profile and intent? Nurturing Leads to Purchase with Video. Or at least, not very large ones: nurtured leads make 47% larger purchases than non-nurtured leads. We know. Get the Guide.
  • ACT-ON  |  FRIDAY, MAY 13, 2016
    [Customer, Purchase] How to Protect Your Email List Health and Deliverability
    Data enhancement allows you to leverage additional data intelligence to better identify segments, which in turn lets you target your content directly at what a segment cares about. Purchasing Third-Party “Opted-in” Email Lists. Get personal with your customers! 7. Typos or Duplicates. Bounce Rate Improvement.
  • ACT-ON  |  FRIDAY, MAY 13, 2016
    [Customer, Purchase] How to Protect Your Email List Health and Deliverability
    Data enhancement allows you to leverage additional data intelligence to better identify segments, which in turn lets you target your content directly at what a segment cares about. Purchasing Third-Party “Opted-in” Email Lists. Get personal with your customers! 7. Typos or Duplicates. Bounce Rate Improvement.
  • INFLUITIVE B2B  |  THURSDAY, MAY 12, 2016
    [Customer, Purchase] The One Thing Your Account-Based Marketing Strategy Is Missing
    Today’s empowered customers expect the interactions they have with your sales and marketing teams to be highly personalized and relevant—which can make striking up valuable conversations with prospects challenging. It must come from customers,” says Howard Tarnoff , Senior Vice President of Customer Success at Ceridian.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  TUESDAY, MAY 10, 2016
    [Customer, Purchase] Why the sales funnel is alive and well and living on the web
    The funnel model also allows us to segment and scale lead management. It figured out that the vast majority of consumers were doing research online before engaging with a brand to make a purchase. The funnel model also allows us to segment and scale lead management. By Chad Pollitt, {grow} Community Member. Makes sense, right?
  • HUBSPOT  |  TUESDAY, MAY 10, 2016
    [Customer, Purchase] The 5 Best Retention Marketing Tactics for Your Online Store
    Retention marketing is focused on creating value from customers you already have, rather than solely focusing on acquiring new customers. Retention marketing is most powerful when you customize your strategy based on your own store's lifecycle. It all fits into a bigger customer retention strategy. Let’s start basic.
  • MODERN B2B MARKETING  |  FRIDAY, MAY 6, 2016
    [Customer, Purchase] [Ebook] Wake Up Your Sleepy Subscribers with Reactivation Campaigns
    According to Return Path, a marketer typically has a list of customers or subscribers with as many as 25-50% of these people classified as “inactive”. In the example below, a new email address comes into your database on Jan 1 st and on Feb 15 th that new email address made their first purchase! DO YOU? Isolate Your Sleepy Subscribers.
  • 6SENSE  |  THURSDAY, MAY 5, 2016
    [Customer, Purchase] How HP Uses 6sense to Find Customers in Active Buying Cycles
    For years, HP has used internal data and competitive research to identify accounts with a high likelihood of making a purchasing decision. The Untapped Potential of Customer Data. HP, like many advanced B2B organizations, has used firmographic data, segmentation and buyer profiles to improve their marketing and sales outcomes.
  • HUBSPOT  |  TUESDAY, MAY 3, 2016
    [Customer, Purchase] Digital Does Not Mean "Just Build a Website"
    The problem is digital facsimiles of print products are not what the customer wants. Digital consumers have a new set of needs, which I bucket in three areas: context, curation, and customization. Customers Want to Consume Content in Any Context. In either case, the entire set of 24 varieties was available for purchase.
  • KAPOST  |  MONDAY, MAY 2, 2016
    [Customer, Purchase] The Difference between Content Marketing and Marketing Content
    Play on words aside, there’s a big difference between using content across the buyer’s journey to deliver a consistent customer experience (marketing content), and using content to specifically support top-of-funnel marketing activities (content marketing). Build personas based on internal and external research of your target customer.
  • ACT-ON  |  MONDAY, MAY 2, 2016
    [Customer, Purchase] Marketing Hacks: 10 New Ways to Use Your Marketing Automation Platform
    Marketers are no longer focused as narrowly on the acquisition of new customers; they’re spending time and resources nurturing their customers to be successful, and those customer relationships to be long-term. Customer marketing can be considered the Expand stage of the customer lifecycle. New Customer Onboarding.
  • ACT-ON  |  MONDAY, MAY 2, 2016
    [Customer, Purchase] Marketing Hacks: 10 New Ways to Use Your Marketing Automation Platform
    Marketers are no longer focused as narrowly on the acquisition of new customers; they’re spending time and resources nurturing their customers to be successful, and those customer relationships to be long-term. Customer marketing can be considered the Expand stage of the customer lifecycle. New Customer Onboarding.
  • LEADERSHIP  |  FRIDAY, APRIL 29, 2016
    [Customer, Purchase] Interesting Infographics: Creating a Sustainable Marketing Strategy
    It gives your potential customers a really fast, easy way to make their purchase – 36% of email marketers have seen a boost in sales after including a buy button! A marketing campaign can be a delicate thing – you need to make sure that your message is clear and effective. You have to aim it at the right people. Engage on Social Media.
  • BULLDOG SOLUTIONS  |  THURSDAY, APRIL 28, 2016
    [Customer, Purchase] Five Steps to Thriving in the Age of the Customer – Part 5
    I'm ready for the ‘what now.’" We have spent almost a month now looking at the findings from our Forrester study * on thriving in the age of the customer. Empowered customer make customer obsession  essential  in today's market. Customer obsession  requires  a reliance on marketing. We've learned that: .
  • MODERN B2B MARKETING  |  WEDNESDAY, APRIL 27, 2016
    [Customer, Purchase] 10 Ways to Engage Your Audience with Interactive Content
    As you can see, it’s a lot more interactive than just writing out a statistic on the page, and it feels like a more custom experience for the user. Try a Modern Way of Audience Segmenting. This type of segmentation is easier for the reader to digest, while also benefiting the marketer with useful data about their prospects. 4.
  • PUREB2B  |  TUESDAY, APRIL 26, 2016
    [Customer, Purchase] A Complete Guide to Social Media-Based Lead Generation for IT and Software Companies
    Business lead generation directly affects revenue by becoming a constant source of loyal, passionate customers. Another tactic is to actually talk to your customers! So remember that just because they followed, liked, commented, and shared does not inevitably mean that they are interested in making a purchase. There are 1.44
  • HUBSPOT  |  TUESDAY, APRIL 26, 2016
    [Customer, Purchase] How to Do Market Research: A Step-by-Step Guide to Understanding Your Buyer's Journey
    By now, you probably know that today's buyers hold all of the power when making a purchasing decision. But have you really adapted your marketing plan to match the way today's customers shop and buy? Buyer personas -- sometimes referred to as marketing personas -- are fictional, generalized representations of your ideal customers.
  • HUBSPOT  |  TUESDAY, APRIL 26, 2016
    [Customer, Purchase] You Can Still Reach People Using Ad Block Software
    Categorically speaking, some websites have audience segments with higher levels of blocking than others. Once you’re able to build a content profile for your target within a website’s customer base, you can begin to explore native advertising options with advertisers interested in reaching ad blockers on your site. Target Newsletters.
  • CAPTORA  |  THURSDAY, APRIL 21, 2016
    [Customer, Purchase] How Customer Modality Affects Top Of Funnel Marketing Success
    If you’ve been involved with content marketing for a while, you’ve no doubt spent time constructing detailed customer personas and creating quality content that (hopefully) will appeal to each type. What Is Customer Modality? Prone to impulse-buying and the thrill of the quick purchase. Image via Unbounce.
  • CAPTORA  |  THURSDAY, APRIL 21, 2016
    [Customer, Purchase] How Customer Modality Affects Top Of Funnel Marketing Success
    If you’ve been involved with content marketing for a while, you’ve no doubt spent time constructing detailed customer personas and creating quality content that (hopefully) will appeal to each type. What Is Customer Modality? Prone to impulse-buying and the thrill of the quick purchase. Image via Unbounce.
  • CUSTOMER EXPERIENCE MATRIX   |  THURSDAY, APRIL 21, 2016
    [Customer, Purchase] SAS by the Sip: SAS Viya Offers Open APIs to Individual Services in the Cloud
    This provided a steady income stream and focused attention on customer satisfaction to ensure renewals. Subscription pricing notwithstanding, SAS has largely sold its software for on-premise operation by its clients and required them to purchase a large stack of core technologies. In the SAS universe, this is truly revolutionary.
  • ION INTERACTIVE  |  THURSDAY, APRIL 21, 2016
    [Customer, Purchase] Adding Value with Personalization
    Did the experience answer questions, fill a need, or motivate to move to a specific task such as make a purchase or complete a form? One area that has been on my mind a lot lately (because we’ve launched a few for customers in the past month) is content libraries. Did the experience follow basic UX principles? Was it intuitive?
  • KOMARKETING ASSOCIATES  |  THURSDAY, APRIL 14, 2016
    [Customer, Purchase] How Your Startup Can Overcome Content Marketing Challenges
    If your blog, detailed product pages, customer reviews, and how-to guides aren’t online (or are thin), does your business really exist? This means the clock is ticking loudly for companies trying to find purchase in an existing market or spark a new segment. Beginnings are hard. Mistakes Are Amplified For Startups. Guess what?
  • KAPOST  |  THURSDAY, APRIL 14, 2016
    [Customer, Purchase] B2B Product Marketing Tips in the Age of the Customer
    Let that sink in for a minute.  In the Age of the Customer, the best B2B product marketers are keenly aware of the convergence of understanding buyer personas and building content specifically targeted at those buyer’s needs. But, the best marketers are realizing that content is the fuel to the entire customer journey. How so?
  • CUSTOMER EXPERIENCE MATRIX   |  WEDNESDAY, APRIL 13, 2016
    [Customer, Purchase] Thunderhead ONE Provides Powerful Journey Orchestration
    The key feature of these systems is they select customer treatments based on movement through a journey map. The systems also assemble the unified customer database needed to track customer journeys. This, of course, is a function they share with Customer Data Platforms. until recently. Journey mapping. Hours of fun, eh?
  • ION INTERACTIVE  |  TUESDAY, APRIL 12, 2016
    [Customer, Purchase] 10 Ideas for Personalizing Your Content
    Over the last few years, marketers have become more conscious of the need to deliver personalized content experiences not only to existing customers but also to first-time site visitors as well. Customize Content By Audience Type In my opinion, this is the low hanging fruit of personalization. According to Scott P.
  • HUBSPOT  |  TUESDAY, APRIL 12, 2016
    [Customer, Purchase] How To Start Your Ecommerce Retention Strategy
    Repeat Customer Rate (RCR). Your store’s repeat customer rate is the percentage of your customer base that is coming back to purchase again. Remember, it is more expensive to acquire a new customer ( seven times more expensive! Be sure you are dividing by unique customers and NOT orders. Purchase Frequency.
  • CINTELL  |  THURSDAY, APRIL 7, 2016
    [Customer, Purchase] How Marketers Use Data to Develop Personas
    While clustering a customer database is a helpful starting place, high-performing organizations are seeing real business value from researching deeper information about their audience that covers more than demographic or firmographic details. more likely to segment their database by persona-related fields other than demographic criteria.
  • IT'S ALL ABOUT REVENUE  |  THURSDAY, APRIL 7, 2016
    [Customer, Purchase] Don't Let Your Marketing Automation Feel Like a Bad Amusement Park Ride
    Your audience is interested because it will help them understand what they can expect to gain by investing in your product or service, so they’re happy to answer questions your sales team cares about – like how many units they might purchase, or the size of their implementation team. Be honest. More (and Better) Profile Data.
  • SALESPREDICT  |  WEDNESDAY, APRIL 6, 2016
    [Customer, Purchase] What is Predictive Marketing?
    In other words, using what we know about our current customers, lost business, and sales prospects and combining that with outside data, such as market and global trends, to identify which leads and accounts are most likely to become customers. Prior to 2011, the term "predictive marketing" had almost. zero search interest on Google.
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