• MADISONLOGIC B2B WHITE PAPERS  |  SATURDAY, AUGUST 30, 2014
    [Customer, Purchase] 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.
  • SYNECORE  |  FRIDAY, AUGUST 29, 2014
    [Customer, Purchase] Lead Segmentation: Enhance Your Email Marketing
    Or maybe the leads are automatically pushed through to the sales team with the belief that they are ready to purchase your product/service? Your marketing team must adhere to this variation and take the time to understand each lead’s status for proper segmentation. Some examples of segmented lead lists: Conversion Point.
  • CUSTOMER EXPERIENCE MATRIX   |  THURSDAY, AUGUST 28, 2014
    [Customer, Purchase] 6Sense Finds B2B Prospects Using Web Site Activities
    Since then, I’ve had a more detailed briefing, which clarified that their scope extends well beyond prospect lists to predictive models applied across all stages of the purchase cycle. Starting at the beginning, the system imports a list of each client’s customers and sales opportunities from CRM and marketing automation systems.
  • VOICE-BASED MARKETING  |  TUESDAY, AUGUST 26, 2014
    [Customer, Purchase] Best Practices and Tools for Retargeting Campaigns in the B2B Space
    You may have seen that pair of shoes you were eying reappear across the sites you surf after you put them in your online shopping cart but never completed the purchase; or maybe you keep seeing the cover of that book you almost bought on Amazon. Custom Segmentation. Especially when it comes to large or complex purchases.
  • WEBBIQUITY  |  TUESDAY, AUGUST 26, 2014
    [Customer, Purchase] Why More Members, Money, and Ads Don’t Always Mean More Success: A B2B Marketer’s Survival Guide
    It is important to segment your data and your customers to better understand and access useful people who will find you useful. Make customers happy before you worry about money. Focus less on making money and more on making your customers happy–money usually follows. 'Guest post by Ariel Applbaum. Historical Lessons.
  • BIZNOLOGY  |  MONDAY, AUGUST 25, 2014
    [Customer, Purchase] 10 lessons on Walmart’s social media strategy
    START WITH A GOAL: Walmart’s goal for social media is to ensure that customers and potential customers understand that the discount store has the lowest prices in the industry and that Walmart’s mission is to help them save money so they can live better lives. It is still a family-owned business. 33,000+ Followers on  Pinterest.
  • NUSPARK  |  SUNDAY, AUGUST 24, 2014
    [Customer, Purchase] How Did That Banner Ad Get To Your Website?
    Scenario C : Serve an ad that is purchased by DSP and Ad exchanges (definitions below). This in turn allows a huge range of potential buyers to purchase ad space and for publishers to get the highest possible rates.  Data Segments for Better Targeting. see below). Feel free to email me if any questions at all; it’s technical.
  • BIZNOLOGY  |  WEDNESDAY, AUGUST 20, 2014
    [Customer, Purchase] Does mobile search work for your business?
    'With B2B and B2C customers increasingly using their smartphones to browse for, shop for, and buy the products and services they need , marketers have increasingly turned to mobile search as a major component of their pay-per-click ad campaigns. Look at responsive design to provide an appropriate experience for your mobile customers.
  • WEBBIQUITY  |  TUESDAY, AUGUST 19, 2014
    [Customer, Purchase] 23 Terrific Email Marketing Guides
    Marketing Research Chart: 63% say registration during purchase effective for list building by MarketingSherpa. ” To overcome these challenges, Allison Banko walks through eight tactics for improving deliverability specifically for b2b email marketers, from careful segmentation to optimizing emails for mobile devices. Howard J.
  • HUBSPOT  |  TUESDAY, AUGUST 5, 2014
    [Customer, Purchase] How to Plan Email Marketing Campaigns Without Pulling Your Hair Out [Free Template]
    Maybe you didn''t have enough time to properly segment your lists, so you knew your clickthrough rate was gonna totally suck. Since it’s based in Excel, you and your team can customize it and use it with HubSpot or any other email platform. Target Segment / Persona - Who did you create this email for? Sound familiar?
  • MARKETING ACTION  |  TUESDAY, AUGUST 5, 2014
    [Customer, Purchase] 5 Futuristic Email Tactics You Can Implement Today
    And according to The Annuitas Group, nurtured leads make 47% larger purchases than non-nurtured leads. Some organizations find that their customers and prospects rarely use mobile email. Basically, it means interest-based segmentation. 'Email marketers often have a hard time staying ahead of the curve. Behavior-triggered email.
  • VIDYARD  |  TUESDAY, JULY 29, 2014
    [Customer, Purchase] Creating an RFP for Marketing Automation? Don’t Forget to Include Video Tracking
    Customer testimonial videos (3-4 minute interviews with your existing clients that assess how your product solved their problem). Here’s what to include in your RFP: Does the platform track how much video content a prospect has consumed, and can this information be used to nurture, segment and score leads ? How to get started.
  • MARKETING ACTION  |  TUESDAY, JULY 29, 2014
    [Customer, Purchase] Health Care Marketing: Personalization, PHI, and Preference Centers
    And to make it even more interesting, I customized which review each person received based on the state they lived in. Since relying on PHI such as claims data isn’t an option for customizing content in this scenario, a preference center is the next logical choice. Online behavior can show the topics members are interested in. Web URL.
  • IT'S ALL ABOUT REVENUE  |  WEDNESDAY, JULY 23, 2014
    [Customer, Purchase] The Future of Social Marketing Automation is Here (And Improving)
    'by Contributor Friendly | Tweet this Editor's Note: Today's post comes courtesy of Roz Lemieux, CEO of Attentive.ly, a social behavior platform that helps modern marketing organizations predict how customers and supporters will behave – even what they might do or buy – from social data. Impressive. July 24 at 2 p.m.
  • MODERN B2B MARKETING  |  TUESDAY, JULY 22, 2014
    [Customer, Purchase] 4 Ways a Longer Consumer Buying Cycle Can Work FOR You
    On one hand, there’s a bigger lag between your marketing efforts and an actual purchase – if you’re marketing a car, for example, it might take weeks for a buyer to make her decision. You can dynamically adjust your offerings to each segments, continuously. Intrigued? 2) Dynamically Deliver Content. 3) Nurture Potential Buyers.
  • IT'S ALL ABOUT REVENUE  |  TUESDAY, JULY 22, 2014
    [Customer, Purchase] 3 Tips to Support Relevance in Your Marketing Communications
    'by Marguerite McNeal | Tweet this Digital technology allows marketers to have a better, deeper understanding of their customers than ever before. With a wealth of data from purchase behavior to email subscriptions, marketers can translate their knowledge into rich, personal experiences for each and every one of their customers.
  • VIDYARD  |  WEDNESDAY, JULY 16, 2014
    [Customer, Purchase] Vidyard Launches Integration With Pardot: Feed Your Video Viewing Data Directly Into Contact Records!
    Pushing video viewing history data into leads’ individual records allows you to better segment, nurture, and score your prospects based on the types of videos they watch on your website, and just how long these videos hold their attention for. Segment and nurture more effectively. Take a look! How’s that for data-driven marketing?
  • MODERN B2B MARKETING  |  THURSDAY, JULY 10, 2014
    [Customer, Purchase] 5 Ways to Increase Revenue and Engagement with Mobile Apps
    Here are five ways to turn your app installers into power users and purchasers. Use this prime real estate to guide the customer through your app’s top features, and to demonstrate the value of opting into push notifications. Accounts also streamline the check-out process and greatly increases their likelihood to make a purchase.
  • MARKETING ACTION  |  WEDNESDAY, JULY 2, 2014
    [Customer, Purchase] Drip Marketing 101: Benefits and Best Practices
    This kind of timed-release marketing is great for products and services with a long selling cycle, but it can also be used for upsell and cross-selling and developing customer loyalty – no matter what industry you’re in. And get to know your customers and prospects before crafting your messages. Send a message too early? Too late?
  • MARKETING ACTION  |  TUESDAY, JULY 1, 2014
    [Customer, Purchase] CASL Compliance: Q & A About Canada’s Anti-Spam Law
    Start reaching out to any segment of your mailing list of subscribers that you may feel need to have proactive outreach. That consent lasts until your customer opts out. Veronica wants to know, “Does this mean that we cannot purchase email lists for marketing?”. The question is, how do you segment them out? Yes, you do.
  • HUBSPOT  |  MONDAY, JUNE 30, 2014
    [Customer, Purchase] How Much Are Your Customers Worth? [Infographic]
    It''s the estimated revenue that a customer will generate during the entire span of their relationship with your company. It takes into account not only the initial purchase, but also how much a customer is likely to spend in the future as they purchase more products and services from you. Segment Your Customers.
  • CUSTOMER EXPERIENCE MATRIX   |  FRIDAY, JUNE 27, 2014
    [Customer, Purchase] Fliptop: A Customer Data Platform for Predictive Lead Scoring, Pure and Simple
    'It’s been a while since I wrote about Customer Data Platforms , but only because I’ve been distracted by other topics. Clients can adjust the breakpoints to create custom performance ranges. Clients can build separate models for different products or segments and receive a score for each model. Infer takes a similar approach.)
  • THE FORWARD OBSERVER  |  THURSDAY, JUNE 26, 2014
    [Customer, Purchase] The 3 Most Important Aspects of Inbound Marketing
    The inbound methodology is about helping brands attract, convert, close and delight visitors, leads and customers through a variety of channels like social media, blogging, SEO and email. In essence, inbound marketing pulls customers to your company instead of shouting at them with interruptive messages. Leads To Customers.
  • MODERN B2B MARKETING  |  THURSDAY, JUNE 26, 2014
    [Customer, Purchase] Be Relevant or Die: The New Nature of Nurture
    'Author: Will Spendlove Nearly three-quarters of online customers are frustrated by brands that showcase irrelevant content and promotions. Many marketing organizations are struggling to differentiate segmentation from personalization ; others are still pushing out batch and blast email campaigns. But the simple truth?
  • SALES PROSPECTING PERSPECTIVES  |  WEDNESDAY, JUNE 25, 2014
    [Customer, Purchase] 4 Ways to Use Data to Determine the Best Time to Cold Call
    They can sort their lists, segment criteria but what’s most important? don’t think anyone will argue with the fact that the #1 time to call is when your customer is ready to talk. By using both unstructured and structured data, you can pinpoint customers with accuracy that has not been possible to date. Timing.
  • VOICE-BASED MARKETING  |  TUESDAY, JUNE 24, 2014
    [Customer, Purchase] What You May Not Know (or Forgot) About Google Universal Analytics
    'It is no secret: the more you know about your customers, the easier it is to develop targeted messaging and increase revenue streams. The most efficient way to gather key customer insights is to collect behavioral data throughout the sales cycle. Other Customization. Analytics Upgrades. Here are the top perks. Tracking Code.
  • VOICE-BASED MARKETING  |  TUESDAY, JUNE 24, 2014
    [Customer, Purchase] What You May Not Know (or Forgot) About Google Universal Analytics
    'It is no secret: the more you know about your customers, the easier it is to develop targeted messaging and increase revenue streams. The most efficient way to gather key customer insights is to collect behavioral data throughout the sales cycle. Other Customization. Analytics Upgrades. Here are the top perks. Tracking Code.
  • VOICE-BASED MARKETING  |  TUESDAY, JUNE 24, 2014
    [Customer, Purchase] What You May Not Know (or Forgot) About Google Universal Analytics
    'It is no secret: the more you know about your customers, the easier it is to develop targeted messaging and increase revenue streams. The most efficient way to gather key customer insights is to collect behavioral data throughout the sales cycle. Other Customization. Analytics Upgrades. Here are the top perks. Tracking Code.
  • VERTICAL RESPONSE  |  FRIDAY, JUNE 20, 2014
    [Customer, Purchase] A Definitive Guide to Using Facebook Insights for Your Business
    Lastly, Facebook allows you to create a “Custom Audience” comprised of your current customers. Purchases activity shows you past purchase behavior of your group (like if they are heavy buyers in a specific industry) and how they shop (in store, online, etc.). Who has access? What data is available? People.
  • LEADERSHIP  |  TUESDAY, JUNE 17, 2014
    [Customer, Purchase] B2B Lead Generation: Halftime Analysis—What’s Working, What’s Not
    Are we working towards enhancing the Lifetime Value (LTV) of our customers? In our immensely empowered times of predictive analytics, however, a better way to calculate this would be to measure the Lifetime Value of our key customers. Read 5 Ways to Ignite B2B Demand Generation and Achieve Customer Delight. '32 Days.
  • MARKETING ACTION  |  THURSDAY, JUNE 12, 2014
    [Customer, Purchase] 7 Tips for Creating a Better Call to Action
    Know Your Customer – and Precisely What You Want Them To Do. You need to understand what your customer wants, as well. Remember, if you tell your potential customers to click on a link to visit a website, make sure the site is ready for them and that it contains all the information they’ll be looking for. Obvious. Sincere.
  • MARKETING ACTION  |  WEDNESDAY, JUNE 11, 2014
    [Customer, Purchase] How to Sell Marketing Automation to Your CXO
    You know that marketing automation will let you scale your efforts across the board, provide your customers and prospects with more relevant and timely content, save time on campaigns, and track everything, so you can prove marketing’s value. Ability to segment and target. Customer satisfaction and loyalty. Sell the CMO.
  • MARKETING ACTION  |  WEDNESDAY, JUNE 4, 2014
    [Customer, Purchase] How Clean is Your Marketing Data?
    If you purchase or rent data, you are at a higher risk of sending to spam traps than if you mail only to your own lists. Mailing to rented or purchased lists makes regular list cleaning an absolute, ongoing necessity. Email List Segmentation. 'Have you ever been to a speed-dating event? Are you a cat or dog person?” But why?
  • VERTICAL RESPONSE  |  TUESDAY, JUNE 3, 2014
    [Customer, Purchase] 6 Ideas to Refresh Your Email Marketing [Guide]
    It’s something you want to do periodically to renew your look and keep customers interested. In other words, the subject line should tell your customers the point of the email and encourage them to open it immediately. Relevance Your customers want content they care about and it’s up to you to fill that need.
  • WEBBIQUITY  |  TUESDAY, JUNE 3, 2014
    [Customer, Purchase] 19 Remarkable Guides on Business Strategy, Leadership and Motivation
    How has the purchase cycle changed, and what are the expectations of today’s buyers? Be willing to do what customers want you to do and you can build a successful business. ” Integrated marketing: optimizing the connected customer experience by i-SCOOP. We optimize for the customer experience.”
  • MARKETING ACTION  |  MONDAY, JUNE 2, 2014
    [Customer, Purchase] Persona: More Than A Movie
    You can look to your own customers to help you, and take this proven series of seven steps: 1. Look at the data to determine your best customers. Begin the process by looking at data that represents your current customers. Look for your most profitable customers. Look for common traits among your best customers.
  • HUBSPOT  |  THURSDAY, MAY 29, 2014
    [Customer, Purchase] How to Spot a Bad Email List and Turn It Into a Good One
    In fact, customer acquisition via email has increased by 4X in the last four years. Bounce rates are usually high if your lists are full of purchased, invalid email addresses. 1) Segment the list by email address age. Next, decide how refined you want your segmentation to be. Your open and click-through rates will drop.
  • WEBBIQUITY  |  WEDNESDAY, MAY 28, 2014
    [Customer, Purchase] Two Database Marketing Principles to Increase Email Marketing ROI
    When a prospect enters your world, via opt-in, by registration, by a first purchase… they should not be permitted to stray. This isn’t just about how much of their money can fit in your wallet (you can always get a bigger wallet, so that’s not a problem), but also how you can fit your product or service to provide for the customer.
  • HUBSPOT  |  TUESDAY, MAY 27, 2014
    [Customer, Purchase] How to Bridge the Gap Between In-Person and Online Lead Generation
    Knowing what social links a lead clicked before converting on a landing page, for example, or what web pages influenced a customer to make a purchase online, makes us better and more efficient marketers. because it''s free and allows you to customize the link to a more memorable phrase like the conference or talk name.
  • HUBSPOT  |  THURSDAY, MAY 22, 2014
    [Customer, Purchase] 14 Ways to Get More Use Out of Your Buyer Personas
    Instead, the goal -- simply stated -- is to generate leads and convert leads into customers. 4) Segment your list of contacts by buyer persona. List segmentation is the key to delivering more personalized experiences to your leads and customers. 13) Segment out your negative personas. And then what happens?
  • IT'S ALL ABOUT REVENUE  |  THURSDAY, MAY 22, 2014
    [Customer, Purchase] How Kele Developed a Personalized Email Strategy
    Through the optimization of marketing technologies and processes, she helps her clients better understand and engage their customers. Gaining insight into a customer’s unique habits and behavioral trends while engaging with your brand is key to providing a personalized experience. Follow Jen on Twitter @Jenny_Iggy.
  • IT'S ALL ABOUT REVENUE  |  THURSDAY, MAY 22, 2014
    [Customer, Purchase] How Kele Developed a Personalized Email Strategy
    Through the optimization of marketing technologies and processes, she helps her clients better understand and engage their customers. Gaining insight into a customer’s unique habits and behavioral trends while engaging with your brand is key to providing a personalized experience. Follow Jen on Twitter @Jenny_Iggy.
  • MARKETING ACTION  |  TUESDAY, MAY 20, 2014
    [Customer, Purchase] Deliverability: 8 Tips for Getting Your Email Into the Inbox
    Email marketing remains a powerful and cost-effective marketing channel for engaging prospects and customers. good rule of thumb for email marketing is to only send emails to people who want and expect to receive your email: customers, partners and other contacts who have opted in via web subscriptions, downloads or other form fills.
  • MODERN B2B MARKETING  |  MONDAY, MAY 19, 2014
    [Customer, Purchase] Missed Our Road to Success Virtual Event? Get the Recap Here!
    In the course of Kiip’s extensive research, the company found that marketing during critical moments result in increased engagement, increased happiness, and – most importantly – increased purchase intent. Customizing their experience by presenting people with relevant content, calls-to-action or visuals. Speed. Like: Social Media.
  • SALES PROSPECTING PERSPECTIVES  |  TUESDAY, MAY 13, 2014
    [Customer, Purchase] 4 Quick Research Tips to Build a Warmer Pipeline for Teleprospecting
    Data integrity and relevance vary with each purchased list, and these new lists are far from free. Find people on LinkedIn that used to work for your current customer base. If your company has a strong relationship with your customer, those decision makers can lead to quick repeat business when they go to a new company.
  • HUBSPOT  |  TUESDAY, MAY 13, 2014
    [Customer, Purchase] Content Mapping 101: The Template You Need to Personalize Your Marketing
    It needs to be aligned with the wants and needs of your customers (and prospective customers). To help you brainstorm and map out content ideas for targeting specific segments of your audience, we''ve created a new free template resource: Content Mapping Template: Using Buyer Personas & Lifecycle Stages to Create Targeted Content.
  • VISIONEDGE  |  MONDAY, MAY 12, 2014
    [Customer, Purchase] Five Proven Practices for Customer Experience Mapping
    'Customers are the most important part of any business, and keeping them happy should be at the top of your list of priorities. If your organization is among those that have created customer experience maps, kudos to you and your team! Many organizations often mistake creating a process map with creating a customer experience map.
  • MODERN B2B MARKETING  |  FRIDAY, MAY 9, 2014
    [Customer, Purchase] How to Convert Raw Leads into Best Friends Forever
    Instead of letting those leads evaporate (or, on the other end of the spectrum, scaring them with aggressive conversion tactics), let’s use digital channels to cultivate and develop them into powerful relationships that lead to bigger purchases, more sales, and greater advocacy. 'Author: Jason Thibeault Filling the pipeline with leads? Leads.
  • MODERN B2B MARKETING  |  THURSDAY, MAY 8, 2014
    [Customer, Purchase] Who’s Visiting Your Website? How to “Unmask” Anonymous Visitors
    need arises, and the potential customer decides that your product or service addresses that need. That’s why today, appealing to buyers is largely about personalized, customized, responsive marketing. How can you reach that huge chunk of potential buyers in a personalized, customized way when you don’t even know their names?
  • VERTICAL RESPONSE  |  WEDNESDAY, MAY 7, 2014
    [Customer, Purchase] 4 Sure Fire Ways to Win Back Customers with Email
    First, you’ll want to segment your list and send an email to those who haven’t opened your recent messages. The incentive doesn’t have to be a discount; it can be free shipping, a free white paper or a small gift with a purchase. Encourage customers to come back sooner rather than later by creating deal deadlines.
  • DIGITAL B2B MARKETING  |  MONDAY, MAY 5, 2014
    [Customer, Purchase] Why Most B2B Marketing Efforts Are Wasted
    'Enterprise B2B marketers spend the majority of their effort marketing to individuals that don’t have any chance to become customers. The probability of most of these people becoming customers is zero. You need to take targeting and segmentation well beyond industry, role or previous responsiveness to your marketing.
  • IT'S ALL ABOUT REVENUE  |  MONDAY, MAY 5, 2014
    [Customer, Purchase] Identifying Buyer Profiles: 5 Ways To Segment Your Marketing Audience
    The challenge arises when you apply that to outbound mass marketing; without the right targeting and segmentation strategy , you might as well just walk over to that aforementioned security guard and give yourself up. Here are five starting points for consideration if you’re looking to enhance your segmentation: 1.
  • B2B MARKETING MENTOR  |  FRIDAY, MAY 2, 2014
    [Customer, Purchase] How Avid Launched Its Award-Nominated Lead Scoring Program
    For example, a customer story that just says, ‘I’ve had great success using this product,’ would be a lower tier, whereas a deeply technical white paper that talks about product features will be a higher tier, because that means the person has expressed interest and engaged with the product.” What’s their purchase time frame?
  • VERTICAL RESPONSE  |  FRIDAY, MAY 2, 2014
    [Customer, Purchase] Taking the Next Step – Optimizing Your Emails
    Most lists have two types of customers – active and inactive. Active customers are people who are opening and clicking your email, taking the action you want them to take and in many cases purchasing your products or services. But, don’t ignore the inactive customers. Want to learn more about segmenting lists?
  • VISIONEDGE  |  TUESDAY, APRIL 29, 2014
    [Customer, Purchase] Four Models Every Marketer Should Master
    Mathematical models help us describe and explain a “system,” such as a market segment or ecosystem. These models enable us to study the effects of different actions, so we can begin to make predictions about behavior, such as purchasing behavior. 'We know–models can be intimidating.
  • MODERN B2B MARKETING  |  TUESDAY, APRIL 29, 2014
    [Customer, Purchase] Predictive Analytics: The Next Piece of the Social Puzzle
    Among other things, they can allow brands to locate social media users with purchase intent. If you take a look at any sales advertisement, marketing campaign, or customer service interaction today, the chances are that social is involved. 'Author: Eileen Bernardo If there’s any constant in social media, it’s constant evolution.
  • MARKETING ACTION  |  MONDAY, APRIL 28, 2014
    [Customer, Purchase] 4 Ways to Make the Most of Your Marketing Automation System’s Capabilities
    The Potential of Customer Lifecycle Marketing. SiriusDecisions research also indicates that only 8 percent of organizations surveyed were using marketing automation for existing customer marketing. The first 30 to 60 days of a new customer’s lifecycle is critical. There are at least two ways to think about this. Better grip?)
  • VERTICAL RESPONSE  |  FRIDAY, APRIL 25, 2014
    [Customer, Purchase] Creating Facebook Retargeting Ads: A Step-by-Step Guide
    'Facebook empowers businesses of all sizes to retarget their existing customers. Now you can upload a custom audience data file by clicking on the Data File Custom Audience. Your custom audience data file should include email addresses, user IDs, phone numbers, etc. of your current customers. Getting Started.
  • MARKETING ACTION  |  FRIDAY, APRIL 25, 2014
    [Customer, Purchase] 3 Best Practices for Creating a Lead-Scoring Matrix
    Lead scoring helps sales and marketing segment and categorize leads, which makes it much quicker and easier to assess where leads are in the buying cycle, what they’re interested in, and how best to continue a meaningful conversation that keeps the momentum going and closes a sale. Purchase authority. Past purchases. 'TOFU.
  • IT'S ALL ABOUT REVENUE  |  TUESDAY, APRIL 22, 2014
    [Customer, Purchase] The What, How, and WOW Factor of Effective Conversion
    And if you are successful in driving conversions, ultimately, conversion after conversion, your prospects become paying customers, and later (hopefully) – raving fans. purchase would be the most obvious example, but before the purchase there could be an asset download, a website visit, a click, or even… nothing.
  • WEBBIQUITY  |  TUESDAY, APRIL 22, 2014
    [Customer, Purchase] 10 B2B Marketing Lessons from Walt Disney World and Universal Studios
    Theme parks (Disney, Universal, SeaWorld, LEGOLAND…) have congregated in and around Orlando for same reason stores cluster in malls; every venue benefits from the increased traffic drawn by giving customers an array of choices in a single location. B2B marketers ” should tell customers more about the competition. Well, no.
  • VERTICAL RESPONSE  |  MONDAY, APRIL 21, 2014
    [Customer, Purchase] Improve Your Email Response Rates with List Segmentation
    Consider segmenting your list. But before you rush off to start dissecting that email list, let’s fill you in on the basics of list segmentation, why you should consider it and some ideas for smart segmentation. What is segmentation? Segmenting a list is simply the process of dividing it into sub-groups.
  • BIZNOLOGY  |  MONDAY, APRIL 21, 2014
    [Customer, Purchase] 25 social media listening aids to increase your hearing
    '78% of consumers say that companies’ social media posts impact their purchases (source: Forbes ). 74% rely on social networks to guide purchase decisions (source: Social Sprout ). 71% of consumers are more likely to make a purchase based on social media referrals (source: HubSpot ). Does your business listen?
  • BLOG MY CALLS  |  THURSDAY, APRIL 17, 2014
    [Customer, Purchase] New Study: Agents Only 'Ask for the Business' 13% of The Time
    It contains several pieces of data we extracted from millions of phone call segments in Q1. Data we''ve extracted previously indicates that issuing a direct invitation to take an action, makes the caller substantially more likely to purchase something. more likely to purchase something if they are asked directly by the agent to do so.
  • IT'S ALL ABOUT REVENUE  |  WEDNESDAY, APRIL 16, 2014
    [Customer, Purchase] 5 Steps to Use Marketing Automation for Improved Conversion Knowledge
    The software monitors all interactions with your company, from when a prospect first lands on your website to when they purchase your product or service. Evaluate your company’s lead database and make sure it’s flawless, profiled, and segmented, so you can approach audiences scientifically with targeted campaigns. How is that possible?
  • HUBSPOT  |  WEDNESDAY, APRIL 16, 2014
    [Customer, Purchase] The Triggered Emails You Need to Make Your Marketing Automation Work
    detailed diagram of emails sent to different segments, broken out by email engagement, drawing a line from lead to customer? The marketer sits down and defines what information the prospect will consume next, what actions the prospect will take next, and the path the prospect will take from becoming a lead to becoming a customer.
  • BIZNOLOGY  |  MONDAY, APRIL 14, 2014
    [Customer, Purchase] How to build brand trust – 4 essential steps
    Branding is basically about developing emotional connections – i.e. trust-based relationships that will cultivate greater loyalty for purchase decisions. The biggest reason is the rise of transparency due to the internet, and how so many customers rely on digital research and interaction with peers for more honest assessments.  
  • ENGAGE  |  MONDAY, APRIL 14, 2014
    [Customer, Purchase] Facebook Reach: A Decline in Mass Communication, an Upgrade to Segmentation
    Segment your organic content with an audience in mind. So segment your organic content to speak specifically to your various audience segments, devise a call to action that entices that audience, and post that content at the time they are most likely to engage. Segment your paid content to the audience you want to capture.
  • WEBBIQUITY  |  MONDAY, APRIL 14, 2014
    [Customer, Purchase] 83 Exceptional Social Media and Marketing Statistics for 2014
    57% of B2B vendors say they are shifting their B2B commerce transactions from offline to online and self-service, and 44% agree “that B2B commerce is adopting B2C best practices in order to optimize the purchasing experience.” 78% of CMOs believe custom content is the future of marketing. No, not that.) B2B Marketing ).
  • CUSTOMER EXPERIENCE MATRIX   |  WEDNESDAY, APRIL 9, 2014
    [Customer, Purchase] Vocus Purchased by Private Equity Firm GTCR: This Could Be Interesting
    Based on a preview the company provided me in February, the implementations are more than adequate for the small marketing departments that are Vocus’ core customers. But it only allows one score per customer. But it doesn''t (yet) synchronize opportunities or custom objects. It’s still a modest multiple of 2.4
  • MARKETING ACTION  |  TUESDAY, APRIL 8, 2014
    [Customer, Purchase] 70 New (Really) Marketing Automation Stats
    Segmentation, Targeting & Personalization. 49% of companies with marketing automation customize content to the Buyer Journey stages, compared to 21% without. Triggered email messages are extremely effective for customer engagement and revenue, as exemplified below. Registration during purchase (50%). It’s from 2009.
  • MARKETING ACTION  |  TUESDAY, APRIL 8, 2014
    [Customer, Purchase] 70 New (Really) Marketing Automation Stats
    Segmentation, Targeting & Personalization. 49% of companies with marketing automation customize content to the Buyer Journey stages, compared to 21% without. Triggered email messages are extremely effective for customer engagement and revenue, as exemplified below. Registration during purchase (50%). It’s from 2009.
  • MODERN B2B MARKETING  |  THURSDAY, APRIL 3, 2014
    [Customer, Purchase] Everyone Loves Free Frozen Yogurt, or, The Perfect “We Miss You” Email
    They knew I hadn’t purchased anything in months, because I would’ve taken advantage of the money pre-loaded on my app. Technology that allows marketers to know what customers are – and are not – doing has existed for years. Bonus: Again, since they have the data, why not entice me with a picture of the yogurt I purchase most often?
  • VISIONEDGE  |  TUESDAY, APRIL 1, 2014
    [Customer, Purchase] Customer Conversations: Identifying Revenue Opportunities Using Customer Analytics
    '“We’re not going to make our revenue target for the fiscal year,” declared our customer, a Director of Customer Insights at a global technology company.  After we explored the possible questions, I mentioned a customer analytics study that had been conducted not long ago by Aberdeen.
  • MODERN B2B MARKETING  |  TUESDAY, APRIL 1, 2014
    [Customer, Purchase] The Definition of Omni-Channel Marketing – Plus 7 Tips
    In the words of John Bowden, Senior VP of Customer Care at Time Warner Cable: “Multi-channel is an operational view – how you allow the customer to complete transactions in each channel. Omni-channel anticipates that customers may start in one channel and move to another as they progress to a resolution. Segment Your Audience.
  • SALES PROSPECTING PERSPECTIVES  |  WEDNESDAY, MARCH 26, 2014
    [Customer, Purchase] Why Modern Marketers Fail at Big Data
    Because our platform uses big data to help marketers unlock key customer segments, we’ve thrown our hat into the overcrowded online world of marketing about big data solutions. These are Duck Dynasty’s best customers. The brand purchased the first ad after the game and gave away the $1.5 You can find her on Google + !
  • HUBSPOT  |  WEDNESDAY, MARCH 26, 2014
    [Customer, Purchase] 6 Ways Social Data Can Inform Your Marketing Strategy
    Segment Based on Sales Cycle Stage. Segmenting your social contacts based on where they''re at in the sales cycle is something that few companies are aware they can do. 'Social media has historically been a great conversational tool for businesses. Social data takes that insight to a whole other level. Spot the Trends.
  • VISIONEDGE  |  MONDAY, MARCH 24, 2014
    [Customer, Purchase] Weaving Contextual Data into Models
    Contextual data adds another dimension to the model by weaving in predisposition information that reflects content, timing and frequency-for example what products they currently use, the last time they purchased, their complete buying history, the types of keywords they used in their search, etc. Keep in mind, timing is everything.
  • MARKETING ACTION  |  TUESDAY, MARCH 18, 2014
    [Customer, Purchase] Keep Calm and Learn How to Nurture Leads
    I know from talking with customers (and being a former Act-On customer myself) that this is a very real, two-fold problem: not enough time to do it all, and no easy way to integrate all the efforts in a way that doesn’t look and feel like a patchwork of marketing noise. How do they put all these things in place to stay competitive?
  • HUBSPOT  |  MONDAY, MARCH 17, 2014
    [Customer, Purchase] How to Select the Perfect Image for Your Next Blog Post
    If you''re not satisfied, you''ll want to consider purchasing a subscription to a stock photo service like iStockphoto or Getty (Thinkstock). For example, the following post may have nothing to do with oranges, but the image works because the post''s headlines talks about "slicing and dicing" and "segmentation." me too. how''d I do?
  • MARKETING ACTION  |  FRIDAY, MARCH 14, 2014
    [Customer, Purchase] 6 Tips for Better Email
    Get picky – use list segmentation. Segment by meaningful factors, and if you aren’t sure what those might be, look to your best customers to determine common attributes. See point 5 for more on segmentation.). Segment Your Database. 'Have your unsubscribe rates been rising…and your open rates dropping?
  • BUZZ MARKETING FOR TECHNOLOGY  |  THURSDAY, MARCH 13, 2014
    [Customer, Purchase] CMOs Win When High-Value Customers Are Treated Personally Online
    'Posted in Advertising Behavioral Targeting Big Data Business Intelligence Commerce Content Marketing Conversational Marketing Conversion Optimization Customer Customer Experience Inbound Marketing Influencer Interactive Marketing Lead Generation Lead Nurturing Leadership Online Advertising Online Testing Optimization Strategy Thought Leadership.
  • THE FORWARD OBSERVER  |  WEDNESDAY, MARCH 12, 2014
    [Customer, Purchase] B2B E-mail Marketing Pro-Tip: Understand Your Sales Cycles
    The problem boils down to the fact that companies still want to sell their way instead of letting the customers buy their way. Corporate Executive Board study found that B2B buyers are at least 57% through their purchase research before they first contact a seller. 'Artillery B2B Marketing Blog > The Forward Observer. Dramatically.
  • MARKETING ACTION  |  WEDNESDAY, MARCH 12, 2014
    [Customer, Purchase] B2C Email Marketing: When and Why to Discount
    'Recently we wrote about three tactics to accelerate your B2C email marketing : personalization, segmentation, and trigger messages. It’s common wisdom that new customers can be attracted by discounting, but you might wish to consider your discounting strategy from several angles. The new customer. The long-term customer.
  • VIDYARD  |  WEDNESDAY, MARCH 12, 2014
    [Customer, Purchase] How ClearFit Combines Video and Marketo for More Clicks and Customers
    Although marketing automation is great for segmenting and nurturing, it’s also amazing for bringing together data from a bunch of different sources. Are prospects who engage with video more likely to become customers? of leads who interacted with a video made a purchase – a big jump from the 5.4% Hint: Yup).
  • ANNUITAS  |  TUESDAY, MARCH 11, 2014
    [Customer, Purchase] The Rise of the Marketing Technologist Part 2: Who Owns The Marketing Technology Stack?
    To summarize their reasoning:   Configuration of marketing technology often requires marketing expertise, and is often a customer-facing function. . We are in the business of collecting data, and there needs to be an understanding of the true value of each recorded interaction throughout every separate stage of their purchase journey.  .
  • DIGITAL VOICES  |  WEDNESDAY, MARCH 5, 2014
    [Customer, Purchase] Reaching the Pot of Gold: How Investments in Analytics Are Paying Off
    The pot of gold that analytics promises is the ability to fully understand customer behavior, derive actionable insights, and further tailor customer experiences to meet the needs of any segment. More specifically, financial institutions, such as banks, are using analytics to become more customer centric (i.e.,
  • DIGITAL VOICES  |  WEDNESDAY, MARCH 5, 2014
    [Customer, Purchase] Reaching the Pot of Gold: How Investments in Analytics Are Paying Off
    The pot of gold that analytics promises is the ability to fully understand customer behavior, derive actionable insights, and further tailor customer experiences to meet the needs of any segment. More specifically, financial institutions, such as banks, are using analytics to become more customer centric (i.e.,
  • VISIONEDGE  |  MONDAY, MARCH 3, 2014
    [Customer, Purchase] Loyalty vs. Retention Measurement
    'Companies who want to retain or expand their relationships with existing customers are finding that measuring and modeling customer loyalty is very valuable. Retention is a measure of whether an existing customer continues to do business with you. What does a less-than-ideal customer look like? What do they do/not do?
  • MARKETING ACTION  |  MONDAY, MARCH 3, 2014
    [Customer, Purchase] Digital Marketing Glossary, Part 3
    In some organizations, there are teams of sales development reps who specialize in qualifying leads further by getting potential customers to take some pre-defined next step(s). Segment : When used as a verb, this is the action of slicing a list into segments determined by various attributes or factors. are all paid media.
  • WRITTENT  |  FRIDAY, FEBRUARY 28, 2014
    [Customer, Purchase] 15 Call to Action Samples for Rocking Blog Posts that Convert
    After sharing a customer success story, ask your readers to sign up for a free demo. Writing highly-controversial blog posts isn’t without risks, but it can be a way for your brand to gain new customers. Using your call-to-action to generate leads can allow you to keep in contact with these prospects as they consider a purchase.
  • HUBSPOT  |  WEDNESDAY, FEBRUARY 26, 2014
    [Customer, Purchase] Answers to 10 Email Marketing Questions You Were Too Afraid to Ask
    Consider spending more time segmenting your lists and sending emails that feature just one piece of content that has the goal of getting recipients to progress further down the marketing funnel instead of rounding up a lot of content to share in a newsletter. 'When I first started out with email marketing, I felt lost. It depends.
  • JILL KONRATH'S SELLING TO BIG COMPANIES  |  TUESDAY, FEBRUARY 25, 2014
    [Customer, Purchase] Why Half-Baked Ideas Are Perfect Sales Conversation Starters
    After all, every customer is unique. Virtually every Sales VP is concerned about meeting their numbers, every HR executive worries about rising health care costs and every purchasing agent wants to reduce costs. 'It happened again last week. said, "Be an idea person. That’s when the hand popped up. It always does. WRONG!
  • MARKETING ACTION  |  MONDAY, FEBRUARY 24, 2014
    [Customer, Purchase] Digital Marketing Glossary, Part 2
    One of the things I found instructive was the different outcomes Eric postulated:  The direct outcome of lead generation is new contacts available for sales or marketing ; the direct outcome of demand generation is that your audience is more likely to purchase your products or services. That press release is owned media. license.
  • MARKETING ACTION  |  FRIDAY, FEBRUARY 21, 2014
    [Customer, Purchase] B2C Email Marketing: Three Ways to Increase Your Revenue and Customer Base
    You can use segmentation in your database to support personalizing email beyond just the name, to address buying history, interests, and other factors. Your emails need to show your understanding of the buyer, which helps enhance customer loyalty and repeat sales. Look at the customer’s personal data and purchase history.
  • MARKETING INTERACTIONS  |  WEDNESDAY, FEBRUARY 19, 2014
    [Customer, Purchase] Manipulating B2B Personas is a Bad Move
    Before I go further, it's important to understand that a B2B buyer persona is a composite based on the commonalities of a defined segment of your target market. I've worked with many people who've come over after being a customer to work for a vendor whose product or solution they fell in love with. Here's the rub.
  • MANHATTAN MARKETING MAVEN  |  WEDNESDAY, FEBRUARY 19, 2014
    [Customer, Purchase] The Techno-War in the Store
      Big chains are marrying up with technology providers to attract store traffic, serve up personalized offers or recommendations and reward repeat customers.   In re-thinking the store experience, retailers are zeroing-in on loyal customers and those with a high probability to become repeat buyers and vocal brand advocates. 
  • B2B LEAD GENERATION BLOG  |  MONDAY, FEBRUARY 17, 2014
    [Customer, Purchase] Email Copywriting: 3 tactics for delivering value over perceived cost
    One thing to keep in mind here is although the example is drawn from B2C marketing, the ideas are easily transferable and ultimately advantageous to any email program that realizes how rapidly B2B and B2C  marketing segments are eroding. Marketers can segment, automate and personalize like never before. An email is just a vessel.
  • MARKETING ACTION  |  MONDAY, FEBRUARY 17, 2014
    [Customer, Purchase] Digital Marketing Glossary, Part 1
    Acquisition cost : In email marketing, the cost to generate one lead, newsletter subscriber, or customer in an individual email campaign; typically, the total campaign expense divided by the number of leads, subscribers or customers it produced.( These are used to sort people into meaningful market segments. 'Guilty as charged.
  • MARKETING ACTION  |  FRIDAY, FEBRUARY 14, 2014
    [Customer, Purchase] What’s An “Online Lead Development Ecosystem”?
    The lead development ecosystem consists of three key components : your website, marketing automation, and a CRM (customer relationship management) platform. But I will say that your marketing automation platform, at a minimum, needs to offer all of the following features to do the job effectively: List segmentation. Your – what ?
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