• IT'S ALL ABOUT REVENUE  |  THURSDAY, FEBRUARY 23, 2017
    [Customer, Purchase] Using Link Targeting for Improved Inbox Personalization
    DIRECTV expanded subscription sales by allowing current customers to upgrade their services with a single text message from its email campaign. Real-time targeted links identify the device as the email opens, renders the proper image and link automatically, removing the need for pre-segmented lists. What’s Device Targeting?
  • ACTIVEDEMAND  |  WEDNESDAY, FEBRUARY 22, 2017
    [Customer, Purchase] Why Agencies Should be Using Custom Facebook Audiences
    Custom Facebook Audiences Is a Powerful Feature for Agencies and Marketers. Enter  Custom Facebook Audiences , where ads can be served directly to people you know on  Facebook  or similar type audiences. For example, removing people who make a purchase out of the Facebook Ad list will no longer be shown the ad asking them to buy.
  • MODERN B2B MARKETING  |  WEDNESDAY, FEBRUARY 22, 2017
    [Customer, Purchase] Make the Shift from Automation to Engagement Marketing
    This hyper-focus has been leading the shift away from impersonal communications to engagement marketing , which is all about building personalized, authentic relationships with your customers and driving the idea of wantedness. Applying this concept to B2B marketing is just as important as consumer marketing for major purchases.
  • BULLDOG SOLUTIONS  |  TUESDAY, FEBRUARY 21, 2017
    [Customer, Purchase] Integrated: Modern Marketing’s Latest Buzzword
    You might associate integrated marketing with customers and their journey. The idea of integrated might mean how you connect their buying journey to something that ultimately gets them into a conversation with you—seamlessly connecting purchase stages from awareness through education to consideration and ultimately purchase.
  • BULLDOG SOLUTIONS  |  TUESDAY, FEBRUARY 21, 2017
    [Customer, Purchase] Integrated: Modern Marketing’s Latest Buzzword
    You might associate integrated marketing with customers and their journey. The idea of integrated might mean how you connect their buying journey to something that ultimately gets them into a conversation with you—seamlessly connecting purchase stages from awareness through education to consideration and ultimately purchase.
  • AGGREGAGE B2B WHITE PAPERS  |  TUESDAY, FEBRUARY 21, 2017
    [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  |  TUESDAY, FEBRUARY 21, 2017
    [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  |  TUESDAY, FEBRUARY 21, 2017
    [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.
  • PUREB2B  |  SUNDAY, FEBRUARY 19, 2017
    [Customer, Purchase] How Personalization Affects Lead Nurturing
    This involves a variety of marketing strategies that require a thorough understanding of your target market’s characteristics and buying behavior and is a continuous process with the main goal of building lasting relationships with your customers. The way you segment your marketing communications is completely up to you. Conclusion.
  • CUSTOMER EXPERIENCE MATRIX   |  THURSDAY, FEBRUARY 16, 2017
    [Customer, Purchase] Zaius Offers Mid-Market Customer Data Platform Plus Analytics and Campaigns
    Which is pretty ironic, since they’re an almost perfect example of a Customer Data Platform – that is, a system that assembles customer data from multiple systems and makes it available for marketing and analytics. Single customer view is clearly CDP territory, but the marketing automation and attribution are not.
  • PUREB2B  |  WEDNESDAY, FEBRUARY 15, 2017
    [Customer, Purchase] Lead Nurturing’s Biggest Challenges
    Lead nurturing is a vital part of B2B marketing because it‘s a key strategy in driving prospective customers towards a purchase decision. When done right, it can eventually turn prospects into loyal customers who can contribute to sustainable revenue for the long run. Challenges of Lead Nurturing in Marketing Campaigns.
  • MODERN B2B MARKETING  |  WEDNESDAY, FEBRUARY 15, 2017
    [Customer, Purchase] 5 Steps to Market to a New Vertical
    But all the hard work and investment pay off as you go from being relatively unknown in a segment to the best-in-class solution. Start by understanding the market of the segment or vertical you’re trying to penetrate and its nuances. How are those customers using your product or service; in other words, is there a product-market fit?
  • ACT-ON  |  WEDNESDAY, FEBRUARY 15, 2017
    [Customer, Purchase] 4 Ways That Automation Is Transforming Marketing
    When companies show customers more relevant content and offers based on past shopping history, they can increase average sales by 20 percent. Customer engagement feels more authentic. Marketers are tasked with making each customer feel like they are truly known by the brand — and, in many cases, the marketer has never met the customer.
  • KAPOST  |  MONDAY, FEBRUARY 13, 2017
    [Customer, Purchase] Tips for Using Video to Increase Social Media ROI
    Consider these facts: 46% of B2B technology buyers have made a purchase after watching a video. Customer case study. Case studies come in third , with 38% of respondents choosing that type of content, as the most important collateral to see before making a B2B purchase—and putting such collateral in video form only extends its value.
  • COMPUTER MARKET RESEARCH  |  THURSDAY, FEBRUARY 9, 2017
    [Customer, Purchase] 7 Things You Need to Include in Your Sales and Marketing Program
    Does it begin the moment your partner purchases from you, or the moment after your partner sells to a customer. By clearly communicating there is only a specific amount of time to purchase from you or sell to a customer, will help to motivate partners and instill urgency and productivity into their workflow.
  • DISCOVERORG  |  THURSDAY, FEBRUARY 9, 2017
    [Customer, Purchase] Introducing AccountView by DiscoverOrg
    Jumpstart Account-Based Everything & Identify Target Prospects That Look Just Like Your Best Customers. But, to get it right, sales & marketing professionals must first understand the profile of their best and most valuable customers, develop an ideal customer profile (ICP), and use it as a pattern for identifying target prospects.
  • INFER  |  TUESDAY, FEBRUARY 7, 2017
    [Customer, Purchase] 4 Easy Tactics for Infusing AI and Predictive Analytics Into Sales Processes
    But it’s hard for them to feel confident when they’re given sparse lead records with little or no information about key buying signals – like a prospect’s fit for your product, or their likelihood to make a purchase soon based on marketing engagement. Use analytics to inform sales follow-up. Tap into AI for expansion into new markets.
  • INFER  |  TUESDAY, FEBRUARY 7, 2017
    [Customer, Purchase] 4 Easy Tactics for Infusing AI and Predictive Analytics Into Sales Processes
    But it’s hard for them to feel confident when they’re given sparse lead records with little or no information about key buying signals – like a prospect’s fit for your product, or their likelihood to make a purchase soon based on marketing engagement. Use analytics to inform sales follow-up. Tap into AI for expansion into new markets.
  • CUSTOMER EXPERIENCE MATRIX   |  THURSDAY, FEBRUARY 2, 2017
    [Customer, Purchase] Quaero AdVantage CDP Bridges Identified and Anonymous Data
    We’ve seen some of that in the Customer Data Platform industry, but there’s a twist. In that world, there was no such thing as an anonymous customer and most data was neatly structured. It was purchased in 2008 by CSG International , a telecom customer communications specialist, and repurchased by the original management in 2014.
  • HG DATA  |  THURSDAY, FEBRUARY 2, 2017
    [Customer, Purchase] The Right Data Fuels the Artificial Intelligence Race
    For the difference between lead scoring or even predictive lead scoring and predictive intelligence is the difference between ranking and prioritizing one’s existing leads and peering into a crystal ball to find net-new companies and prospects with a high likelihood to purchase…and then knowing where they are in the buyer’s journey.
  • WEBBIQUITY  |  THURSDAY, FEBRUARY 2, 2017
    [Customer, Purchase] The 24 Best Email Marketing Tools
    Both startups and established vendors continue to develop new capabilities for formatting, targeting, sending, and monitoring the impact of email messages, as well as functions like list building, inbox management, video email, deliverability, branding, custom email signatures and more. Pricing: $69, $99, or $297 – one-time purchase.
  • WEBBIQUITY  |  TUESDAY, JANUARY 31, 2017
    [Customer, Purchase] The 29 Best Web Analytics Tools
    Though the tool has its shortcomings and limitations (e.g., it often miscategorizes visits from smaller search engines as referral traffic, and requires use of advanced segments to filter out bot traffic), its extensive capabilities for tracking visit sources and on-site behavior make it appealing. Google Review Count:  600. Pricing:  free.
  • ACT-ON  |  MONDAY, JANUARY 30, 2017
    [Customer, Purchase] Customer Lifecycle Metrics, Part 3: Nurture, Score, Repeat
    This is part three in a series of five blog posts that examines the metrics you should measure throughout the five stages of the customer lifecycle:  attract ,  capture , nurture, convert, and expand. Customer relationship management (CRM) integration is also key to lead nurturing success. Read the  case study  to see how they do it.
  • PUREB2B  |  MONDAY, JANUARY 30, 2017
    [Customer, Purchase] You Need to Define an Effective Criteria for Lead Scoring
    Businesses that have implemented lead scoring attest to it driving higher rates for the following: Sales productivity – helping your sales team personalize their sales pitch to customers. The same principle applies to identifying which prospects in a company qualify when it comes to having the authority to make purchasing decisions.
  • TONY ZAMBITO  |  SUNDAY, JANUARY 29, 2017
    [Customer, Purchase] New Approaches To Understand Customers Needed In A Digital Transformation World
    Strikingly, in these same few years, you will also find developing customer understanding also on the list of CEO priorities. What becomes clear considering these surveys is that many CEOs see growth resulting from a strong understanding of customers.  Especially for customers’ representative of being active users, as well as, buyers.  
  • NUSPARK  |  THURSDAY, JANUARY 26, 2017
    [Customer, Purchase] Who Owns Twitter (Marketing or Sales)?
    They may be interested in what you have to offer, but first they want to learn more about your level of expertise, customer service priorities, and responsiveness before making a decision. Eighty-four percent of C-suite/VP-level executives use social research to influence purchasing decisions. Or should it be a combination of both?
  • SNAPAPP  |  WEDNESDAY, JANUARY 25, 2017
    [Customer, Purchase] Snackable Content: How To Drive Big Leads With Bite-Sized Content
    Quizzes allow you to bucket users based on their scores, and delivered customized scores. They also provide a powerful channel to segment your audience, and qualify potential leads. .  . Compile snackable content from your customers. If you find they post images of their purchases from you on Instagram, regram them.
  • CHIEFMARTECH  |  WEDNESDAY, JANUARY 25, 2017
    [Customer, Purchase] Everything a marketer needs to know about CDPs. Wait, what’s a CDP?
    The following is a guest post by the remarkable David Raab , principal at Raab Associates, author of the Customer Experience Matrix blog, advisory baord member for MarTech Conference in San Francisco , and now head of the CDP Institute. They solve a critical problem facing marketers today: the need for unified, accessible customer data.
  • IT'S ALL ABOUT REVENUE  |  TUESDAY, JANUARY 24, 2017
    [Customer, Purchase] Why CMOs Need To Be Bullish On Mobile DMPs
    70% of us use 3 or more channels to research a purchase. Consumers viewing a constant message across a variety of channels can improve purchase intent by 90% and brand perception by 68%. Cross channel customers who shop on more than one channel have a 30% higher lifetime value score than those who shop on only one. CMO Corner
  • MODERN B2B MARKETING  |  TUESDAY, JANUARY 24, 2017
    [Customer, Purchase] 4 Secret Weapons for Sales Enablement
    All salespeople engage in the act of storytelling to get their prospects to understand why others have purchased from you and how they’ve been happy. While you’re at it, go for gold and produce a series of videos that are segmented by vertical, company size, product, and use case to make them even more targeted and effective. This
  • MODERN B2B MARKETING  |  MONDAY, JANUARY 23, 2017
    [Customer, Purchase] How to Leverage Intent Data to Drive More Revenue
    Without this context, you’ll be wasting your time and budget engaging with prospects who may be making all the right behavioral signals but will never become customers (e.g. Nascent personalization and lead nurturing leverage job titles to segment inbound leads. Identify potential customers who haven’t yet engaged with you yet.
  • VERTICAL RESPONSE  |  TUESDAY, JANUARY 17, 2017
    [Customer, Purchase] 5 Ways to Boost Your Email Performance Using Personalization and Audience Segmentation
    Editor’s Note: We asked our Vice President of Product, Thomas Fanelli, to share his expertise on personalization and audience segmentation. Over the last six months we have been experimenting with personalization to improve the performance of our customer communication. Here are his five tips to get started. The Basics.
  • IT'S ALL ABOUT REVENUE  |  MONDAY, JANUARY 16, 2017
    [Customer, Purchase] Does Your Martech Stack Add Up to a Good Customer Experience?
    The customer journey is an increasingly complex beast. Your prospects and customers are interacting and engaging with you over a whole series of different channels and touchpoints. Up to 76% of B2B buyers now use three or more channels before making a purchase. Targeting and segmentation - why it matters. Main Takeaways.
  • CONTENT STANDARD  |  MONDAY, JANUARY 16, 2017
    [Customer, Purchase] Marketing ROI: De-risking the Up-front Investment of Content Marketing and Technology Solutions
    Track customer retention and percentage growth in the early stages of this distribution strategy, and don’t abandon any of these channels—if something isn’t working as planned, change your approach. Segment Your Timeline—For Every Channel. You admit, sheepishly, that you aren’t sure how to answer the question.
  • HG DATA  |  THURSDAY, JANUARY 12, 2017
    [Customer, Purchase] HG Data Featured in The Top Entrepreneurs Podcast
    Every day, the host of The Top  podcast, Nathan Latka, interviews entrepreneurs in short 15-20 minute segments to discover what they sell, how they are selling it and how much money they are making. He chooses companies who are either number one or two in their industry based on revenue or customer base. Nathan : 9 or 10 usually.
  • HUBSPOT  |  THURSDAY, JANUARY 5, 2017
    [Customer, Purchase] 13 Things to Start, Stop & Keep Doing With Your Email Marketing in 2017
    Every time you send to a list with low open and engagement rates, it hurts your domain reputation and your chances of connecting with other potential customers. hours, you'll learn about lifecycle marketing, email list segmentation, design, deliverability, and more skills to help you cultivate a strong strategy for 2017 and beyond.
  • MODERN B2B MARKETING  |  TUESDAY, JANUARY 3, 2017
    [Customer, Purchase] 2 Zero Risk Predictions for 2017
    To that end, I am declaring that this notion of the “engagement economy” will dominate discussions between marketers, sellers, and anyone else concerned with engaging with customers. You’ll see best-of-breed applications in segments like CRM or marketing get bigger and broader. election? Which leads me to 2017. Modern Marketing b2b
  • CUSTOMER EXPERIENCE MATRIX   |  TUESDAY, JANUARY 3, 2017
    [Customer, Purchase] Boxever Puts Airline Data in Context for Better Passenger Experience
    Everyone loves a good origin story* and Boxever has a classic: the company started as system to recommend add-on purchases on airline booking sites but found that prospects lacked access to customer data, so it pivoted to build customer databases. Boxever’s foundation is the customer database. office in 2014.
  • MODERN B2B MARKETING  |  THURSDAY, DECEMBER 29, 2016
    [Customer, Purchase] 4 Ways Lead Scoring Can Reinforce Your Marketing Strategy and Grow Your Revenue [Ebook]
    Demographic Scoring Identifies Your Most Valuable Prospects/Customers. As you learn more about your prospects and customers, you can develop more tailored campaigns. think it’s safe to say that we’ve all purchased something online before. Here are four ways that lead scoring can make you a smarter marketer: 1.
  • KAPOST  |  THURSDAY, DECEMBER 29, 2016
    [Customer, Purchase] 10 Trends for B2B Marketing in 2017
    Is marketing more targeted, driving clicks, likes, shares and purchase power towards a particular funnel not just “a sales funnel.”? In 2017, digital marketing in the B2B space is the standard for any organization looking to actually connect with and influence customers at each step of the buyer journey. All of the above? Paid Media.
  • MODERN B2B MARKETING  |  TUESDAY, DECEMBER 27, 2016
    [Customer, Purchase] 6 Holiday Campaigns That Drive the Customer Journey
    There are plenty of creative ways for marketers to leverage the holiday season to drive their business objectives across the customer lifecycle –gaining mindshare, acquiring new customers, retaining and selling more to existing customers, and bolstering loyalty. Conversion/Purchase. Awareness. Engagement. Growth.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  TUESDAY, DECEMBER 20, 2016
    [Customer, Purchase] How SMBs can get more leads through marketing automation
    What’s best, all of this is done automatically once you’ve set up your campaigns, emails, and segmented your audience, all of which we will get into below. Segmenting your list. How you choose to segment your list is completely up to you and it can depend a lot on what type of business, website, or blog you have. InfusionSoft.
  • VIDYARD  |  MONDAY, DECEMBER 19, 2016
    [Customer, Purchase] 10 Types of Videos You Need to Push Your Audience Through the Funnel
    His looks like this: Moving from the top of the funnel to the bottom, prospective customers move through the Attract stage, to Capture, to Nurture, to Convert, and finally, the funnel ends at the Expand stage. The second secret is key: make your customer the hero of your video, and your brand the guide. But is that enough? Let’s see….
  • VIEWPOINT  |  FRIDAY, DECEMBER 16, 2016
    [Customer, Purchase] B2B ABM: Seven Sales & Marketing Tips for 2017 - Tip #3 Should Marketing Be All In On Inbound?
    This is great; this customer just told me what they want. I don’t have to scope their needs or build consensus on the purchase. Yes, you can customize your content, triggers and lead registration assets to focus on a particular, designed customer segment. Should your company be all in on inbound marketing.
  • CUSTOMER EXPERIENCE MATRIX   |  WEDNESDAY, DECEMBER 14, 2016
    [Customer, Purchase] BlueVenn Bundles Omnichannel Journey Management, Personalization, and Single Customer View
    The company offers what it calls an omnichannel marketing platform that builds a unified customer database, manages marketing campaigns, and generates personalized Web and email messages. The system can also look up information about a specific customer in real time if an ID is provided. BlueVenn has only been active in the U.S.
  • LEAD LIAISON  |  WEDNESDAY, DECEMBER 14, 2016
    [Customer, Purchase] How To Increase Your Click-Through Rate
    After you boost your CTR, you will push more people into the purchase funnel and get more sales. Then, customize your CTAs for your audience (you could even utilize your database segmentations here!). It is easy to increase your CTR and push people through the purchase funnel by providing some great offers.
  • IT'S ALL ABOUT REVENUE  |  WEDNESDAY, DECEMBER 14, 2016
    [Customer, Purchase] Why Your Brand Should Start Using Qualitative Data
    They help turn complex stories about revenue and customers into things that are easy to digest, like dollar figures, delta percentages, and conversion rates. The two easiest are probably to launch lightbox polls on your homepage or to email surveys to prospects and customers. The words have explanatory Latin roots. Make the Investment.
  • SNAPAPP  |  WEDNESDAY, DECEMBER 14, 2016
    [Customer, Purchase] 73 Experts Reveal B2B Marketing Trends to Leverage in 2017
    Read on to discover which B2B marketing trends  you  should be leveraging in 2017 to achieve success for your company and customers. Leading marketers in 2017 will strive to create a culture focused on delivering valuable content to their customers that translates into better marketing results. Call your best customers. Wes Yee.
  • BIZNOLOGY  |  FRIDAY, DECEMBER 9, 2016
    [Customer, Purchase] Am I connecting with my customers enough? 10 tips for customer outreach
    How’s your customer outreach? You might be looking at how to secure new customers and follow up on leads, but are you also keeping your existing customers happy? We hear a lot about customer engagement and outreach these days. After all, holding on to those existing customers is really your bread and butter.
  • KAPOST  |  THURSDAY, DECEMBER 8, 2016
    [Customer, Purchase] Better Content in Half the Time: Applying Scrum Principles to Content Marketing
    There are seven core values outlined in The Agile Marketing Manifesto , but the two that are most applicable for us here are: Customer-focused collaboration over silos & hierarchy. Process of customer discovery over static prediction. Probably not. It’s clear that content marketing can’t carry on as it is. Here’s how it works.
  • IT'S ALL ABOUT REVENUE  |  TUESDAY, DECEMBER 6, 2016
    [Customer, Purchase] 3 Ways to Connect Video Advertising to the Customer Journey
    There’s more opportunity than ever to create engaging journeys that provide value to your customers. Based on our experience working with data-driven marketers, we’ve observed strong trends towards video personalization and increasing demand to integrate video marketing into the customer journey. Cross Channel Marketing
  • ACTIVEDEMAND  |  FRIDAY, DECEMBER 2, 2016
    [Customer, Purchase] Automated Behavioral Segmentation: Personalized in Real Time
    Automated Behavioral Segmentation: Personalized in Real Time Behavioral segmentation categorizes prospects in different groups based on their actions or engagement patterns. The Basics of Behavioral Segmentation The concept of behavioral segmentation in marketing divides a demographic based on behavior.
  • IT'S ALL ABOUT REVENUE  |  FRIDAY, DECEMBER 2, 2016
    [Customer, Purchase] 3 Ways to Optimize Customer Experience Via Email
    The pressure to create and maintain a stellar customer experience is a daunting challenge faced by brands, and the onus is increasingly falling on marketers to own the strategy and tactics to deliver on the promise of delight. The same percentage of respondents indicated they purchase more often after receiving marketing emails.
  • BIZIBLE  |  THURSDAY, DECEMBER 1, 2016
    [Customer, Purchase] Account-Based Marketers Achieve Higher ROI + More Stats [2016 State of Pipeline Marketing Data]
    We’ve segmented the data to pivot responses by those whose marketing consists of 50% or more ABM, and those who have not implemented an ABM strategy. The graph above segments the data by the top two answers and then combines all other answers into one bar labeled “other.” Sales and Marketing Alignment. Predictive Analytics. Conclusion.
  • B2B LEAD GENERATION BLOG  |  TUESDAY, NOVEMBER 29, 2016
    [Customer, Purchase] Better Social Selling, an Interview with Jill Rowley
    think it was just frustration from the lack of results of other channels, regarding being able to get the attention of my customers. Because I wanted to help my customers, my buyers, with their marketing initiatives, I needed to understand what social marketing was. You have to look at things through the eyes of your customer.
  • COMPUTER MARKET RESEARCH  |  MONDAY, NOVEMBER 28, 2016
    [Customer, Purchase] 6 Rules that need to be in your Sales and Marketing Channel Program
    In other words, does it begin the moment your partner purchases from you, or the moment after your partner sells to the customer? By clearly communicating that there is only a specific amount of time to purchase from you or sell to a customer, will help to motivate partners, and instill urgency and productivity into their workflow.
  • HUBSPOT  |  FRIDAY, NOVEMBER 25, 2016
    [Customer, Purchase] 7 Marketing Automation Mistakes You Can't Afford to Make
    In other words, marketers are creating and automating various types of content with the goal of actively attracting, qualifying, and moving prospects through the sales funnel towards a purchase. The Problem: You’ve purchased and started using marketing automation software, but you don’t have a strong content strategy in place yet.
  • CUSTOMER EXPERIENCE MATRIX   |  THURSDAY, NOVEMBER 24, 2016
    [Customer, Purchase] Pega Customer Decision Hub Offers High-End Customer Journey Orchestration
    The Customer Decision Hub from Pega (formerly PegaSystems) is certainly mature: the product can trace its roots back well over a decade, to a pioneering company called KiQ Limited, which was purchased in 2004 by Chordiant, which Pega purchased in 2010. But some older systems qualify as well.
  • SNAPAPP  |  TUESDAY, NOVEMBER 22, 2016
    [Customer, Purchase] 51 Essential Email Marketing Tips to Help Marketing Automation
    Marketing automation tools also allow us to better serve our customers by sending meaningful, targeted content that really makes a difference in their lives. Use the following 51 tips to get better results from your marketing emails – and make an impact with your subscribers and customers. Segment, Segment, Segment.
  • KAPOST  |  MONDAY, NOVEMBER 21, 2016
    [Customer, Purchase] Collaboration and Workflows: The Secret to Full-Funnel Content Marketing
    Buyer journeys are more complex than ever—especially as target customers are navigating multiple devices and marketing channels to learn about your brand. If you’re not part of a bigger company, make predictions as to who your highest-value customer segments will be. Why, though? The Secret to Success.
  • MODERN B2B MARKETING  |  FRIDAY, NOVEMBER 18, 2016
    [Customer, Purchase] 5 Quotes to Recharge Your Marketing
    Content is the basic unit of all marketing initiatives that not only builds brand awareness and engagement but also influences individuals to take the next step of their purchase journey. One example Chris gives is that buyers have more purchasing options in every aspect of their lives than ever before. Most people never listen.”
  • RADIUS  |  TUESDAY, NOVEMBER 15, 2016
    [Customer, Purchase] What Is Customer Segmentation? A No-Frills Guide For Marketers
    The most common challenges facing B2B marketers today is knowing who your customers are, understanding what makes them different, and figuring out how you can get them to convert. Most marketers address this by grouping customers with similar characteristics into small groups and then marketing to those groups with personalized messages.
  • RADIUS  |  TUESDAY, NOVEMBER 15, 2016
    [Customer, Purchase] What Is Customer Segmentation? A No-Frills Guide For Marketers
    The most common challenges facing B2B marketers today is knowing who your customers are, understanding what makes them different, and figuring out how you can get them to convert. Most marketers address this by grouping customers with similar characteristics into small groups and then marketing to those groups with personalized messages.
  • CONTENTLY  |  TUESDAY, NOVEMBER 15, 2016
    [Customer, Purchase] How to Fix a Broken Lead-Nurturing Strategy
    Marketing automation software if a powerful tool, but many of the companies that use the software to create nurture campaigns attempt to turn leads into customers through brute force. Automated nurture campaigns can also react to customer behaviors instantly, and we know that timing matters with leads generated online. ” Ouch.
  • SNAPAPP  |  TUESDAY, NOVEMBER 15, 2016
    [Customer, Purchase] From Awareness to Advocacy: Interactive Content for the Entire Customer Lifecycle
    Ask 10 different marketers what the customer lifecycle looks like and you’ll likely get 10 different answers. Each business is unique and each target customer segment is unique. No matter how you try to boil the customer journey down into one of the dozens of models, only knowing your customers will get you the right answer.
  • IT'S ALL ABOUT REVENUE  |  MONDAY, NOVEMBER 14, 2016
    [Customer, Purchase] Get the Most Out of Your Holiday Marketing By Using Video in Email
    Most marketers seem to shy away from a video saying, "I don’t have time to create professional video” or “It’s too difficult to segment media types for each email client.” times more likely to purchase than non-viewers.(Animoto, And football is always on. Seems like a no-brainer. Google, 2016).
  • ACTIVEDEMAND  |  FRIDAY, NOVEMBER 11, 2016
    [Customer, Purchase] The Differences Between Behavioral Segmentation and Audience Segments
    The Differences Between Behavioral Segmentation and Audience Segments Behavior-based marketing tactics are commonly broken down to ‘fixed audience segments’, and ‘behavioral segmentation’. However, profit is lost by ignoring huge segments including women and those outside the age bracket. Try it for free today!
  • BIZIBLE  |  THURSDAY, NOVEMBER 10, 2016
    [Customer, Purchase] How to Tie Your LinkedIn Ads to Revenue
    LinkedIn ads, even in the most ideal scenario, are just one or two or three out of many interactions that a prospect has with a company before making a purchase decision. In B2B customer journeys, there are often dozens of touchpoints from the first touch to the purchase. Running with multi-touch attribution. Not ready to run?
  • CUSTOMER EXPERIENCE MATRIX   |  WEDNESDAY, NOVEMBER 9, 2016
    [Customer, Purchase] ActionIQ Merges Customer Data Without Reformatting
    One of the fascinating things about the Customer Data Platform Institute is how developers from different backgrounds have converged on similar solutions. In their previous lives, both saw marketers struggling to assemble and activate useful customer data. ActionIQ gives users an interface to segment its data directly.
  • MODERN B2B MARKETING  |  TUESDAY, NOVEMBER 8, 2016
    [Customer, Purchase] What Qualities Should You Look for in a Marketing Automation Manager?
    At the core of an effective team is a strong leader who understands your buyers’ needs across the entire lifecycle–from awareness to purchase, onboarding to retention, and growth to advocacy–and thinks about the entire customer experience across touchpoints. Product or segment marketing. Have a hacker’s mindset. Sales.
  • ACTIVEDEMAND  |  MONDAY, NOVEMBER 7, 2016
    [Customer, Purchase] Three Ways to Improve Personalized Marketing
    Let’s look at three major ones: GEO-IP SEGMENTATION Demographic segmentation is a concept that’s extremely important to all marketing departments. GeoIP segmentation leverages the “Birds of a Feather Flock Together” concept of marketing. When developing a personalized marketing plan, keep in mind geographic segmentation.
  • ACTIVEDEMAND  |  THURSDAY, NOVEMBER 3, 2016
    [Customer, Purchase] GEOIP-Based Segmentation for Targeted Marketing
    GEOIP-Based Segmentation for Targeted Marketing Segmentation is a very important element in marketing and personalization. One avenue of segmentation is geographic location (or GEOIP-based segmentation). Marketers reach audiences with relevant messages when targeted segmentation strategies focus on certain demographics.
  • RADIUS  |  WEDNESDAY, NOVEMBER 2, 2016
    [Customer, Purchase] Stop Yelling At Prospects: How To Build An Ideal Customer Profile
    Think about finding customers like making friends at a party. In marketing terms, you would say these people fit your Ideal Customer Profile (ICP). Knowing which customers to approach, and the attributes that make them unique is key to effective marketing and sales. What is an Ideal Customer Profile?
  • RADIUS  |  WEDNESDAY, NOVEMBER 2, 2016
    [Customer, Purchase] Stop Yelling At Prospects: How To Build An Ideal Customer Profile
    Think about finding customers like making friends at a party. In marketing terms, you would say these people fit your Ideal Customer Profile (ICP). Knowing which customers to approach, and the attributes that make them unique is key to effective marketing and sales. What is an Ideal Customer Profile?
  • MODERN B2B MARKETING  |  TUESDAY, NOVEMBER 1, 2016
    [Customer, Purchase] 4 Ways to Optimize the Middle of the Funnel
    At the bottom-of-the-funnel, we help close the sale by creating urgency and helping our prospects make the business case for purchasing our product or service. Marketing hands off enough leads to sales, but leads are hard to reach because they are not ready to consider a purchase yet and need more nurturing. closed won (new customers).
  • ACT-ON  |  MONDAY, OCTOBER 31, 2016
    [Customer, Purchase] Successful Sales and Marketing Alignment, Part 2: Understand the Buyer
    To start, determine your organization’s most valuable customers. You can identify them using the factors most meaningful to your business, such as revenue generated, customer lifetime value, product purchased, sales cycle time, etc. It’s also important to identify the steps your best buyers took to become customers.
  • CONTENTLY  |  THURSDAY, OCTOBER 27, 2016
    [Customer, Purchase] A Robot Named Albert Wants to Revolutionize Digital Advertising
    Salesforce’s AI solution, called Einstein, aims to deliver a more personalized customer experience. will be purchased programmatically in 2016. Jacobi knew that digital advertising was the best way to reach his potential customers, but he wasn’t sure how to use it effectively with the limited resources at his disposal.
  • ACT-ON  |  MONDAY, OCTOBER 24, 2016
    [Customer, Purchase] How, And Why, You Should Calculate Customer Lifetime Value (CLV)
    The true value of a customer is not just the size of the deal. Instead, it should be calculated with other (more important) factors such as how long they are likely to remain your customer. Researchers estimate that today it costs five times as much to acquire a new customer than it does to retain a current one. Was it worth it?
  • ACT-ON  |  MONDAY, OCTOBER 24, 2016
    [Customer, Purchase] How, And Why, You Should Calculate Customer Lifetime Value (CLV)
    The true value of a customer is not just the size of the deal. Instead, it should be calculated with other (more important) factors such as how long they are likely to remain your customer. Researchers estimate that today it costs five times as much to acquire a new customer than it does to retain a current one. Was it worth it?
  • TONY ZAMBITO  |  SUNDAY, OCTOBER 23, 2016
    [Customer, Purchase] Rethinking Market Strategy In A Digital Economy
    The primary course of conversation in the past few years for CMO’s and their marketing teams has centered around customer centricity, customer experience, and content marketing.  What CMO’s need to be on guard for is falling prey to a myopic view of customers without assessing how markets are changing.  by Delwar Hossain.
  • CUSTOMER EXPERIENCE MATRIX   |  THURSDAY, OCTOBER 20, 2016
    [Customer, Purchase] Hull.io Offers A Customer Data Platform for B2B Marketers
    The need for a Customer Data Platform – a marketer-controlled, unified, persistent, accessible customer database – applies equally to business and consumer marketing. Indeed, many of the firms I originally identified as CDPs were lead scoring and customer success management vendors who serve primarily B2B clients.
  • MODERN B2B MARKETING  |  THURSDAY, OCTOBER 20, 2016
    [Customer, Purchase] 4 Exciting Ways Influencers Can Turbocharge Your Marketing
    85% of B2B decision-makers rely on trusted online communities when buying, according to Forrester’s 2013 report, “The Social Behaviors Of Your B2B Customers.” By digging into data from your influencer campaigns, you can understand what niche segments resonate strongest for a given product or service. over last year.
  • MODERN B2B MARKETING  |  WEDNESDAY, OCTOBER 19, 2016
    [Customer, Purchase] Back to Basics: Tips and Tricks for Demand Generation Success
    Based on their demographics and behaviors, you can score them in your marketing automation platform to determine which leads are marketing qualified leads (MQLs), which are prospects who have a good chance of becoming customers. Finally, as leads reach the bottom-of-the-funnel, they are getting close to becoming customers.
  • BIZIBLE  |  FRIDAY, OCTOBER 14, 2016
    [Customer, Purchase] How to Improve Full Funnel Conversion Rates
    The main goal of marketing is to get prospects to find you, and then convert through every stage of the funnel on their way to becoming a customer. No two customer journeys are exactly the same and with so many potential routes, it can seem like an overwhelming task to optimize the process. Listen to the Customer (Data).
  • LEADERSHIP  |  FRIDAY, OCTOBER 14, 2016
    [Customer, Purchase] Interesting Infographics: Email Marketing Stats to Blow Your Mind
    Though social media is a useful tool that is increasingly gaining importance when it comes to digital marketing, there is no guarantee that all of your customers will have a Facebook, Snapchat, or Twitter account. Compared to Facebook or Twitter, email marketing is 40x more effective for acquiring new customers. 9.
  • IT'S ALL ABOUT REVENUE  |  THURSDAY, OCTOBER 13, 2016
    [Customer, Purchase] 3 Mobile Marketing Trends You Can't Afford To Ignore
    The plain and simple truth is mobile has finally delivered on the promise of keeping customers connected to the brand - anytime, anyplace. Marketers need to build experiences that are contextual and reflect the immediate needs of the mobile customer. The act of engaging with a customer or buyer is hardly a new concept.
  • ACT-ON  |  THURSDAY, OCTOBER 13, 2016
    [Customer, Purchase] The Rethink Podcast Episode #4: What it means to be a modern marketer
    think the first thing about being a modern marketer is you really embrace the customer experience as the domain in which you’re optimizing things, not just how did a particular communication piece go.”. They have actual real utility and functionality, like the services they’re able to offer our prospects and customers.
  • ACT-ON  |  THURSDAY, OCTOBER 13, 2016
    [Customer, Purchase] The Rethink Podcast Episode #4: What it means to be a modern marketer
    think the first thing about being a modern marketer is you really embrace the customer experience as the domain in which you’re optimizing things, not just how did a particular communication piece go.”. They have actual real utility and functionality, like the services they’re able to offer our prospects and customers.
  • LATTICE  |  WEDNESDAY, OCTOBER 5, 2016
    [Customer, Purchase] Preparing your Enterprise for AI: Lessons from predicting sales for B2B
    Make a set of standard toolkits available and make the customer responsible for the output of the AI as well as the business outcome of the deployment. Through the course of engaging with the end-users and continuously refining our solutions, we have learnt five important lessons about creating measurable value for our customers.
  • RADIUS  |  TUESDAY, OCTOBER 4, 2016
    [Customer, Purchase] Mastering Direct Mail Marketing: How To Build A High-Converting Campaign
    Have you segmented your audience? To cross-sell new products to 25 customers. Tracking other metrics like conversion rates, which represents the number of respondents that convert to paying customers, is another important metric to track. to get more details into audience segments, allowing for better personalization.
  • MODERN B2B MARKETING  |  MONDAY, OCTOBER 3, 2016
    [Customer, Purchase] 5 Tips for Surviving B2B Marketing Management Disasters
    Consider sourcing new marketing ideas broadly and routinely by conducting regular surveys with your sales team and customers, sending out feedback forms, and soliciting suggestions from throughout the entire company. Regular interaction with sales and customers, both active and passive, is critical for sourcing new ideas.
  • ACT-ON  |  MONDAY, OCTOBER 3, 2016
    [Customer, Purchase] What You Get When You Buy Technology
    great vendor should be so in tune with you as a customer, that they act proactively when they see you’re not fully using the capabilities of their product (or even outgrowing their product) versus a vendor that is only reactive when you’re unhappy or have passed the point of no return. They call it “customer success” for a reason.
  • BIZIBLE  |  FRIDAY, SEPTEMBER 30, 2016
    [Customer, Purchase] A Scorecard for B2B Marketing Operations [Download Evaluation]
    The martech segment of the marketing operations scorecard focuses on the types of technology that B2B companies should assimilate into their B2B marketing strategy. An attribution model determines how touchpoints in different positions along the customer journey are assigned revenue credit after an account becomes a customer.
  • ACTIVEDEMAND  |  WEDNESDAY, SEPTEMBER 28, 2016
    [Customer, Purchase] You Need to Remove ‘Contact Us’ from Your Page
    After all, the point of having a web site is to get customers to contact you to buy your product or offering. This gives our potential customers the opportunity to book time with us to answer any questions they may have. For one hour segments, they have our undivided attention. Chances are it is not. An Experiment.
  • BIZIBLE  |  WEDNESDAY, SEPTEMBER 28, 2016
    [Customer, Purchase] What is Account-Based Marketing? Everything You Need to Know
    Implementation of the strategy is clearly on the rise, but evaluating if it’s right for your company comes down to sales cycle, deal size and purchasing base. And, the larger your purchasing base, the less you’ll benefit. And as the average deal size increases, the potential customer base decreases. This post is for you.
  • ACT-ON  |  WEDNESDAY, SEPTEMBER 28, 2016
    [Customer, Purchase] How to Speak the Same Language as Your Marketing Audience
    Maybe you have some data on who’s visiting your website and purchasing your products. Surveys can help you, too – such as a poll to frequent customers. This is a plus in the world of marketing, because you don’t have to create thousands of unique messages for your individualized customers. Create a customized call to action.
  • CHIEFMARTECH  |  TUESDAY, SEPTEMBER 27, 2016
    [Customer, Purchase] Everybody has a plan — until they get digitally disrupted
    But it quickly goes deeper to examine what strategic options businesses have to address it: Retreat (defensive) — withdraw from threatened business segments (why lose more money when you’ve already been defeated); live to fight another day somewhere else. ” Digital will disrupt your business. Informed decision-making.
  • HUBSPOT  |  TUESDAY, SEPTEMBER 27, 2016
    [Customer, Purchase] Easy Marketing Partnerships That Work: Why Every Marketer Needs a Marketing Guild
    Over the last four years I’ve helped thousands of businesses create marketing guilds so they could generate more leads and customers, share marketing costs, and ultimately dominate their target markets. Typically a marketing guild is formed by one or two marketers who invite marketers at other businesses with similar customers to join them.
  • KAPOST  |  MONDAY, SEPTEMBER 26, 2016
    [Customer, Purchase] 4 Ways Using Predictive Analytics Can Answer Your Sales Woes
    Predictive analytics allow you to identify your best customer traits and create a set (or even a subset) of prospects with similar attributes. These commonalities can indicate who’ll most likely be receptive to your marketing efforts and open to a purchase. What’s more, those leads must then be ranked. Practice Makes Perfect.
  • ACT-ON  |  MONDAY, SEPTEMBER 26, 2016
    [Customer, Purchase] 5 Key Differences Between Email Marketing and Marketing Automation
    Once you have enough potential customers and their very real email addresses, it’s time to gather the right tools to make sure your digital conversations with them run smoothly and effectively. Did the prospect/lead/customer open your email? Make a purchase? Single Path vs. Adaptive, Customer-Centered Messaging.
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