B2B MARKETING INSIDER | MONDAY, JULY 27, 2015
[Customer, Purchase] Why Personas Fail
There is a sharp difference between demographic segmentation (“CIOs and companies with over 5,000 employees in the manufacturing industry”) and in-depth buyer personas that represent a comprehensive view of the characteristics, attributes, motivations, and interests of these segments. Why is this the case? Personas fail: 1. It’s 10am.
MODERN B2B MARKETING | FRIDAY, JULY 24, 2015
[Customer, Purchase] [Workbook] Start Planning Your Multi-Channel Marketing Strategy Now!
Each piece of the buyer’s experience should be consistent and complementary—that means you have to think about all of the channels where your potential or current customers engage. To do this, you need to: Identify who you sell to : Do you have multiple buyer segments? You have probably heard the buzz about multi-channel marketing.
B2B MARKETING INSIDER | FRIDAY, JULY 24, 2015
[Customer, Purchase] The Content-Ready Buyer Persona
Instead, think of obstacles as questions like “What do I need to know to convince Tom (who might be the purchase decision maker)?” or “What if our people won’t adopt the new workflows?”. 4. What personality traits are common across the segment? You can watch the recording here if you missed it. Objectives. Problems. Obstacles. instead.
THE ROI GUY | THURSDAY, JULY 23, 2015
[Customer, Purchase] Death of the B2B Sales Rep? An Interview with the Sales Enablement Lab
Their research indicates that when B2B buyers are making a purchase decision, they go 57% of the way through the buyer’s journey BEFORE engaging with a sales rep. For more complex purchases, sales rep engagement starts at the beginning of the journey even more - two-thirds of the time. Segmented pricing analyses, pocket listings).
MADISONLOGIC B2B WHITE PAPERS | THURSDAY, JULY 16, 2015
[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.
VERTICAL RESPONSE | WEDNESDAY, JULY 22, 2015
[Customer, Purchase] 7 Ways to Use Marketing Automation to Grow Your Business [GUIDE]
Implementing automated features make attracting and maintaining customers a snap. Reach customers in a timely manner. By using automated features, you’ll reach your customers quickly. Turn prospective customers into paying customers. Treat your loyal customers. Encourage active customers to buy again.
FATHOM | MONDAY, JULY 20, 2015
[Customer, Purchase] New Digital Trend: Account-Based Marketing – What B2B Companies Need to Know
It’s basically personalized messaging and communications, taken to the next level thanks to platforms like DemandBase, which enable marketers to drive segmentation down to granular levels never possible before. To some, this may not sound newsworthy – another San Francisco software company getting funded, big deal! DemandBase Demo.
CUSTOMER EXPERIENCE MATRIX | FRIDAY, JULY 17, 2015
[Customer, Purchase] Predictive Analytics: Should Automated Content Selection Work by Segment or Individual?
The point was the difference between basing content selection on individuals and on segments. have never considered the distinction to be especially important, since segment membership is determined by individual behaviors and individual-level decisions are guided by behavior patterns of groups. So I thought it worth some discussion.
HINGE MARKETING | THURSDAY, JULY 16, 2015
[Customer, Purchase] Top 10 Strategies for Marketing Technology Services
Remember that over 87% of technology services buyers are checking out your website before making a purchasing decision. Firms greatly benefit from using some sort of customer relationship management (CRM) tool. So many leads, so little time. Not you? Make Your Website a Collaboration Between IT & Marketing. Eliminate Friction.
IT'S ALL ABOUT REVENUE | WEDNESDAY, JULY 15, 2015
[Customer, Purchase] The 4 Unique Challenges of Mobile Marketing and Mobile Advertising (and how to overcome them)
Not that I should need to at this point in time - meaning every marketer in the world should be intimately aware of the fact that ours is a mobile world and as such need to engage and connect with your customers accordingly - but here are just some of the mind-blowing stats when it comes to the effect mobile has had on all of our lives.
KOMARKETING ASSOCIATES | TUESDAY, JULY 14, 2015
[Customer, Purchase] 5 Surefire Ways to Drive B2B Brand Awareness via Content Marketing
In fact, we’ve learned that B2B tech buyers typically read between 2 to 5 pieces of a brand’s content before making a purchase. Each of these visits and interactions with the brand builds awareness among the customer base. There’s no denying that content is widely considered a critical ingredient to a successful B2B marketing recipe.
MARKETING ACTION | TUESDAY, JULY 14, 2015
[Customer, Purchase] Good Forms, Great Leads: How to Use Web Forms Strategically
Lots of organizations make a common mistake: They wait until a prospective customer is 80% – 90% of the way through the buying process before they create an opportunity to get that prospect’s information using a “Contact Us” form. Contact Us forms often request detailed information from prospects as it relates to a potential purchase.
MARKETING ACTION | MONDAY, JULY 13, 2015
[Customer, Purchase] Successful Sales and Marketing Alignment, Part 2: Understand the Buyer
To start, determine your organization’s most valuable customers. You can identify your most valuable customers using the factors most meaningful to your business, such as revenue generated, product purchased, sales cycle time, etc. It’s also important to identify the steps that your best buyers took to become customers.
LEADERSHIP | TUESDAY, JULY 7, 2015
[Customer, Purchase] CMO Spotlight: “…No Penalties for Failed Attempts”, says Peter Doucette, VP Sales & Marketing, The Boston Globe
Instead, they had to focus on the customer. 10 Tips to Create Value and Engage Customers. Move users from ‘anonymous’ to ‘known’ to ‘customers’: You have to know your audience very closely and the way to do that is through experimentation. Move users from ‘anonymous’ to ‘known’ to ‘customers’ Click To Tweet.
CMO ESSENTIALS | THURSDAY, JULY 2, 2015
[Customer, Purchase] Call To Action: Close Your Buyer Journey Gaps
Aberdeen Research shows that mapping your buyer’s journey can increase marketing investment ROI, reduce customer support costs, and shorten your sales cycle. We have organized our companies around domain expertise that aligns to specific segments of the buyer journey. Stage 1: The Purchase Trigger. Stage 2: Solution Discovery.
VERTICAL RESPONSE | WEDNESDAY, JULY 1, 2015
[Customer, Purchase] Guide to Autoresponders Part 3: Follow-Up and Confirmation Emails
Autoresponders are an excellent way to stay engaged with leads and customers even while you’re busy doing other things. We also show you a few examples of Survey and Feedback emails so you can set up a two-way line of communication with your customers. When a customer makes a purchase, you can send an email to confirm the sale.
VERTICAL RESPONSE | MONDAY, JUNE 29, 2015
[Customer, Purchase] A Look at Features Past, Present and Yet to Come
Though most people reserve this type of musing for year-end , we like to take stock regularly and listen to the needs of our customers to inform product development all year round. VerticalResponse offers email signup forms that you can customize and post wherever you like. List Segmentation. It’s only July! Past. 1.
IT'S ALL ABOUT REVENUE | MONDAY, JUNE 29, 2015
[Customer, Purchase] The Long Term Value of an Email Marketing Welcome Programme
warm welcome is also crucial for the email marketing environment; just as you wouldn’t ignore a customer entering a store, an email marketer shouldn’t forget to say hello when a shopper signs up to receive the brand’s emails. However, to do this successfully good data hygiene is also essential.
B2B MARKETING INSIDER | MONDAY, JUNE 29, 2015
[Customer, Purchase] 10 Tips To Increase Eyeballs And Conversion
What is the value you offer to customers? Acid test — if asked what your company stands for, could your customers tell you? 2. Use language that connects with your customers. So many brands are still using corporate speak. For your customers, consider a note from your CEO to connect them back to the brand. Be relevant.
IT'S ALL ABOUT REVENUE | FRIDAY, JUNE 26, 2015
[Customer, Purchase] How Data is Changing the Face of Television Advertising
The majority of TV advertising is still purchased with these segments in mind, but due to audience fragmentation, buyers are trying to find the best audiences for their messages and the appropriate media mix to deliver it – with segmented TV as part of it. Click here to learn more about The Oracle Data Management Platform.
BIZNOLOGY | FRIDAY, JUNE 26, 2015
[Customer, Purchase] Five B2B marketing beliefs and trends debunked
That’s why market segmentation is the first process needed, and is so critical to achieve marketing and sales success. Request our 15 page white paper titled B2B Profiling, Targeting & Segmentation to learn more about segmentation for B2B). If the purchase is for ad specialties it might be 80-90% before a phone call is made.
CUSTOMER EXPERIENCE MATRIX | THURSDAY, JUNE 25, 2015
[Customer, Purchase] Campaign Management Is Dead. Here's What Next-Generation Marketing Automation Looks Like.
The system displayed each campaign as a set of boxes connected with lines to represent movement of customers from one step to the next. The previous standard was a list of segments, each described on one row of a (paper) spreadsheet, with characteristics including selection criteria, description, key code, promotion materials, and quantity.
WEBBIQUITY | WEDNESDAY, JUNE 24, 2015
[Customer, Purchase] What CMOs Need to Know That Will Keep CEOs and CFOs Happy
Structure: A market is a place where buyers and sellers come together for the purchase and sale of products and services. >>Yes, the Web is a marketplace. So, why isn’t the Web a market in the sense that it represents potential customers? Isn’t that about studying, segmenting and targeting people on the Web? Conclusion.
MARKETING ACTION | WEDNESDAY, JUNE 24, 2015
[Customer, Purchase] Big Data Can Help Your Email Deliverability
Credit card issuer – only if they purchased something from your company. In deliverability we constantly consult with our customers on key items that will help them get their emails into the inbox. Segmentation of data is one of those items. So start segmenting. Here’s the data you need to capture and store: 1. Box. 2.
HUBSPOT | MONDAY, JUNE 22, 2015
[Customer, Purchase] Mastering the Art of the Ecommerce Microconversion
We talk all the time about the buyer’s journey , the marketing funnel, segmenting your contact lists, and automating the whole process. See, segmenting your buyer list is such a huge part of reaching each buyer at the exact point of his or her decision in the buying journey. Marketing automation is the very core of HubSpot’s abilities.
CUSTOMER EXPERIENCE MATRIX | FRIDAY, JUNE 19, 2015
[Customer, Purchase] Mautic Offers Free, Open Source Marketing Automation
Or perhaps people felt that the real barriers to adoption were lack of time and skills, so even a free product would not unlock a large new segment of customers. This gets them further enhancements such as custom domains, additional integrations, and a second user. So the opportunity seems obvious. What about the product itself?
BIZNOLOGY | WEDNESDAY, JUNE 17, 2015
[Customer, Purchase] Why Millennials Are Resistant to Advertising and Politics
These 86 million younger people are now the most important generation in terms of size and purchasing power – they spend $200 billion annually. Instead they rely more on feedback (mainly online) from friends (37%), parents (36%) and experts (17%) before making a purchase. 62% say that if a brand engages them online (e.g. our kids).
HUBSPOT | WEDNESDAY, JUNE 17, 2015
[Customer, Purchase] UGG Boots, Mason Jars & Other Trends That Marketing Made You Like
Have you ever stopped to think about why you make certain purchases? Many of my purchasing decisions are fueled by marketing initiatives -- and rather than allow that to make me bitter, I embrace it. Looking for a way to win new customers, the company teamed up with Barkley and 360 Public Relations to turn up a solution. right?
VIDYARD | TUESDAY, JUNE 16, 2015
[Customer, Purchase] 5 Reasons Why a Video Marketing Platform is a New B2B Marketing MUST
Because up to 90% of a customer’s decision to purchase is made before they come into contact with your sales team. By connecting a video marketing platform to your MAP, you can enhance lead-scoring models by using video engagement data, and use video content in campaigns to segment customers based on videos watched.
HUBSPOT | MONDAY, JUNE 15, 2015
[Customer, Purchase] 5 Personalization Tips to Grow Your Ecommerce Business
We all know that personalization and customization can go a long way toward building a relationship with potential buyers. The thing is, personalization is so much more than just greeting the customer by name when they visit your website. Offer Custom Content. In many cases, they’re based on what previous buyers purchased.
CMO ESSENTIALS | THURSDAY, JUNE 11, 2015
[Customer, Purchase] 4 Steps to Grow Demand with Content Aligned to the Buyer’s Journey
Not unlike combing through your customer data to determine what your next best customer might look like. Once you plant, you have to maintain each plant as it grows, much like when you launch your first demand gen program to your first list segment. And remember, it’s all connected…. Understand how your buyers buy.
THE ROI GUY | THURSDAY, JUNE 11, 2015
[Customer, Purchase] What do Myth Busters, B2B Sales Reps and Real Estate Agents Have in Common?
Many predicted the demise of the real estate agent 15 years ago, but the evidence shows that these reps are still going strong despite a much more empowered customer. significant purchase decision – Your home represents one of the most significant investments you can make. The myths? But these impacts are not similar to most B2B sales.
CMO ESSENTIALS | WEDNESDAY, JUNE 10, 2015
[Customer, Purchase] The Compliance Customer Relationship Challenge: Be Personal and Protect My Data
While retail banking satisfaction and customer retention scores remain high, mobile satisfaction is declining. There are other customer relationship red flags; 71% of U.S. The affluent banking customers – the ones with the large deposits — are the least satisfied. Customer Experience TrendingThey will not accept any risk.
CMO ESSENTIALS | MONDAY, JUNE 8, 2015
[Customer, Purchase] 200 Posts, 59 Authors, And One Big Thank You to Everyone Who Helped Get Us Here!
Amanda Kahlow: In the B2B world, buying decisions (especially highly considered purchases) are made by a buying committee rather than a single individual. The more relevant you can make your communications with your customers and prospects, the more likely you’ll get them to take your desired actions (buy, sign up, download, call, etc.).
HUBSPOT | THURSDAY, JUNE 4, 2015
[Customer, Purchase] 7 Reasons You're Not Getting ROI From Your Content
Ultimately, you want to know how many leads a piece of content is generating and how that content translates into customers. If you do not use the language your ideal customers use to ask questions or describe problems, then chances are your content is not providing the right answers to your target audience. What is that next step?
HUBSPOT | THURSDAY, JUNE 4, 2015
[Customer, Purchase] Can Media Companies Still Charge Readers For Their Content?
Incentivizing subscriptions and maintaining a paywall has become increasingly difficult; consumers are flocking to free sources of premium content, leaving publishers with a core of loyal customers and few new prospects. will have a steep uphill battle to win over new customers. Challenges Publishers Will Have to Overcome in 2015.
CUSTOMER EXPERIENCE MATRIX | TUESDAY, JUNE 2, 2015
[Customer, Purchase] Blueshift Offers a Simple B2C Customer Data Platform
It’s just over two years since I started writing about Customer Data Platforms. One thing that’s become clear since then is that only big companies will purchase a marketing database by itself. Segments are also built using forms to define one or more filters. b2c marketing automation customer data platform marketing technolog
HUBSPOT | TUESDAY, JUNE 2, 2015
[Customer, Purchase] Building Buyer Personas? Here Are 5 Insightful Reports You Should Pull
You also have to know which information out of all the data in your CRM, marketing automation, and customer support systems will actually be helpful -- and which could steer your marketing astray. You can even filter by company size to get a better idea of specific segments. What other data do you use in your customer persona research?
MODERN B2B MARKETING | MONDAY, JUNE 1, 2015
[Customer, Purchase] The New Digital Climate: AdTech and MarTech Join Forces
Customer Journey. Historically, marketing automation or engagement platforms have had only a partial view of the customer journey, and that was from when a consumer raised their hand and submitted their contact info. Marketers can then segment their databases into all different dimensions using these powerful tools. Retargeting.
VERTICAL RESPONSE | FRIDAY, MAY 29, 2015
[Customer, Purchase] 15 Hygiene Tips to Keep Your Email List Clean as a Whistle
Tip No. 1: Send a “we miss you” email with a special offer or discount code to see if you can incentivize the customer to make a purchase. It will keep your readers engaged, increase the likelihood that they’ll make a purchase or donation, and let you know (via bouncebacks) which accounts are no longer active.
VERTICAL RESPONSE | THURSDAY, MAY 28, 2015
[Customer, Purchase] 5 Ways to Get More People to Read Your Emails
Wouldn’t it be nice if your customers or clients read every email you sent? Your customers are busy, and their inboxes may be inundated with messages. So, how do you get your customers to read your emails? These informational emails are a great way to keep your customers engaged. Customer appreciation email.
WEBBIQUITY | WEDNESDAY, MAY 27, 2015
[Customer, Purchase] How to Make News Content Viral Using People-Based Marketing
Also called identity targeting, people-based marketing is founded in creating audience segments based on different characteristics; this allows you to actually target a certain person with a specific ad that will appeal to them. In Twitter, for instance, you can create a customized list of your influencers using Twitter Ads. Job done!
HUBSPOT | TUESDAY, MAY 26, 2015
[Customer, Purchase] 38 Essential Website Redesign Terms You Need to Know
Customer Personas. Customer personas are detailed descriptions of your ideal customers. They are fictional representations, but represent a segment of your target market. You purchase domain names through a domain registrar, and these domain names point to web servers that contain your website. Above the Fold".
HUBSPOT | SATURDAY, MAY 23, 2015
[Customer, Purchase] 6 Tips for Making the Most of Your Retargeting Campaigns
If you're ready to turn window shoppers into actual paying customers, this is a technique that you'll certainly want to dive into a bit more. How to Make the Most of Your Retargeting Campaigns. 1) Segment Everything. With audience segmentation, users can break down their visitors into groups based on their behavior on the website.
MARKETING ACTION | MONDAY, MAY 18, 2015
[Customer, Purchase] Zyme Solutions Uses Marketing Automation to Conquer the Complex Sale
According to a recent Harvard Business Review article citing results from a series of surveys from CEB and Motista , the likelihood of an IT purchase drops quickly as the number of decision makers increases. people must formally sign off on each B2B purchasing decision. Selling Enterprise Software. And on average, 5.4
SYNECORE | THURSDAY, MAY 14, 2015
[Customer, Purchase] How HubSpot COS Differs from a Traditional CMS
If you aren't familiar with content personalization, just think of how Amazon provides reccomended products to customers. Each of these reccomendations is based off of data and past customer behavior. Smart Content : Along with smart CTAs, Hubspot allows you to have customized content for individual visitors. Email Marketing.
VERTICAL RESPONSE | WEDNESDAY, MAY 13, 2015
[Customer, Purchase] 12 Steps to Create an Effective Customer Survey
Whether you’re testing out a new product or want feedback about your customer service, there comes a time when every small business and non-profit can benefit from a customer survey. By asking your customers and donors to answer a few quick questions, you can gain valuable insight. Segment your list. Be specific.
VIDYARD | TUESDAY, MAY 12, 2015
[Customer, Purchase] Interactive Video: The Ultimate Way to Increase Content Engagement
Many B2B marketers are using video today to connect with their customers in an engaging way. But it’s not enough to talk to customers; brands need to engage in 2-way conversations with customers. The other aspect of interactive video is that it allows a brand to customize the call to action based on the input from the viewer.
CUSTOMER EXPERIENCE MATRIX | THURSDAY, MAY 7, 2015
[Customer, Purchase] Will Machines Replace Marketers? Artificial Intelligence Isn't Ready Yet But Watch Your Back
Audiences include paid media (purchased ads and lists), earned media (public relations and social influencers), and owned media (company Web sites and email lists, in-store promotion, call centers, etc.). Model scores and recommendation engines often replace complex segmentation rules even though some other rules remain.
VIEWPOINT | THURSDAY, MAY 7, 2015
[Customer, Purchase] The Skinny on Lead Nurturing - 11 Experts Weigh In (part 2 of 2)
Marketing became further educated when they asked sales about the customer buying process and the sales selling process. And when each product was found to have a typical buying time frame (start to finish—however many day or months), nurturing was tuned to the customer’s buying cycle. It’s 2015. This is part two of a two-part blog.
VIDYARD | SUNDAY, MAY 3, 2015
[Customer, Purchase] How to Use Website Customization and Video to Get More Customers
But somehow, amazingly, the dealer knows exactly what you want, and the website looks like it’s been customized just for you: no 4-door sedans and trucks in sight. accompanied by customer comments, industry reviews, and the spec documents of the model of your dreams. Don’t you want an obscene number of customers? Ya, you do!
CUSTOMER EXPERIENCE MATRIX | FRIDAY, APRIL 24, 2015
[Customer, Purchase] Bombora Feeds B2B Data to Everyone
This means selling it intent and demographic audience segments for display advertising, marketing automation and email segmentation, Web audience analytics, data enhancement, content personalization, media purchasing, and predictive modeling. The company was already familiar to me through clients who deal with it. Fair enough.
CMO ESSENTIALS | THURSDAY, APRIL 23, 2015
[Customer, Purchase] What Marketers Need to Know about Buyer Personas: A Q&A with Adele Revella
So you want to create an example buyer, but the most actionable insights reveal why your buyer is purchasing and the criteria they use to make a decision. And yes, there’s immense benefit for both buyers and sellers when marketing and sales interactions are aligned with customer expectations. It’s logical but easy to forget.
VERTICAL RESPONSE | MONDAY, APRIL 20, 2015
[Customer, Purchase] 10 Retail Marketing Ideas to Boost Sales
To support that effort, we assembled ten retail marketing ideas to help bring increased sales and more loyal customers. 1. Is it more visits to your website, revenue driven by purchases, online post purchase reviews? Free marketing opportunities Do you work the social media sites your customers frequent?
SYNECORE | SATURDAY, APRIL 18, 2015
[Customer, Purchase] The Importance of Brand Integrity in the Digital Age
You’re either going to honor your company’s promise to offer me a complimentary drink with my drink purchase, or we’re outta here. Having said that, these occurrences are increasingly unacceptable in today’s consumer-driven business environment, where a company’s reputation can be made or broken by a handful of negative customer experiences.
BIZNOLOGY | THURSDAY, APRIL 16, 2015
[Customer, Purchase] Today’s big branding issue: what should companies stand for?
Social branding is “hot” with this Generation Y segment. More companies are taking such a public stand simply because they believe in what they say, and they think their customers do too. The question of whether a company should go beyond the core goal of “maximizing shareholder value” as its main reason for being (e.g.
CUSTOMER EXPERIENCE MATRIX | WEDNESDAY, APRIL 15, 2015
[Customer, Purchase] Marketo Conference: Is Predictive Modeling The Future of Marketing Automation?
Those struck me as strategically valuable, helping to secure Marketo’s place at the center of its users’ customer management infrastructure. actually found this concern a bit overwrought – there are other segments, most obviously B2B marketing automation itself, that support many dozens of similar vendors.
MARKETING ACTION | WEDNESDAY, APRIL 15, 2015
[Customer, Purchase] Email: Retention Strategies in an Acquisition World
As Head of Digital Compliance for Act-On David Fowler is responsible for issues including email deliverability, privacy compliance, and industry stewardship in regard to our customers and our corporate objectives. You’re engaged, you’ve made the purchase, you’ve given your details, you trust the company, etc.
CRIMSON MARKETING | TUESDAY, APRIL 14, 2015
[Customer, Purchase] Why Marketing Analytics And Metrics Are Related But Not The Same
couple examples of this are: Creating models to help understand, monitor, and predict buyer behavior, such as predisposition to purchase. How can we best acquire new customers? Which existing markets and customers should we grow? Which customers are most likely to buy and which are at risk to defect?
VERTICAL RESPONSE | TUESDAY, APRIL 7, 2015
[Customer, Purchase] The Dirty Dozen Things You’re Doing Wrong with Your Email Marketing & How to Fix it Pronto
At VerticalResponse, our customers often ask what they can do to make their email marketing more effective. An effective and engaging welcome email does just what is says: welcoming and thanking your new subscriber or customer. Not segmenting: Segmenting a list is simply the process of dividing it into sub-groups. single.
MODERN B2B MARKETING | TUESDAY, APRIL 7, 2015
[Customer, Purchase] Stop the Waste! How to Get the RIGHT People to Convert on Your Targeted Ads
Although most marketing spend is invested in generating brand awareness at the top stages of the funnel, the bulk of the optimization occurs at the bottom-of-the-funnel, in an effort to convert leads into customers after they identify themselves. Customer Journey. Customer profile. Author: Mike Telem Think fast! Industry.
MARKETING ACTION | TUESDAY, APRIL 7, 2015
[Customer, Purchase] Nurturing Leads With Webinars: Awareness is Just the Beginning
Marketers’ primary goal is straightforward: to identify new prospects and progress them from one stage of the buying process to the next, ultimately moving them to the purchase stage. But how do you guide a lead from the first inquiry to a lifetime of customer loyalty? Purchase. Awareness. Consideration. Evaluation.
HUBSPOT | MONDAY, APRIL 6, 2015
[Customer, Purchase] Rethinking CRO: How Remarketing Can Unlock Higher Conversion Rates
Custom printer company Storkie Express’s found that dynamic remarketing campaigns yielded conversion rates 203% higher than regular display ads and 119% higher than regular remarketing campaigns. Better ROI, thanks to your ability to know your audience and speak more directly to each segment through targeted copy. Crazy, right?
IT'S ALL ABOUT REVENUE | WEDNESDAY, APRIL 1, 2015
[Customer, Purchase] Data Management and Modern Marketing: Platform Enhancement Q&A
RKW : We have announced a significant modeling capability specifically for our Oracle Cross-Channel Marketing (Oracle Eloqua and Oracle Responsys) customers called Lookalike Modeling. Now, with Lookalike Modeling, these email or lead-gen marketers can take those important segments, and send them to the Oracle Data Management Platform (DMP).
MODERN B2B MARKETING | WEDNESDAY, APRIL 1, 2015
[Customer, Purchase] Cracking the Code for ROI: Linking the Marketo and Google Worlds Together
Author: Chandar Pattabhiram For years marketers have wrestled with two very big challenges: proving ROI and trying to talk to hundreds of thousands of customers in a personal, one-on-one manner. When a purchase is made online, Google has made it fairly easy for marketers to tie revenue back to the ad. Show Me the ROI!
MARKETING ACTION | MONDAY, MARCH 30, 2015
[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.
MODERN B2B MARKETING | FRIDAY, MARCH 27, 2015
[Customer, Purchase] 4 Simple Steps For B2C Marketers To Define Their Customer Nurturing Goals
We call this customer nurturing. B2C marketers incorporate customer nurturing into their marketing programs because it helps them market effectively to their customers throughout their lifecycle—offering the appropriate message at the right time and in the right place. Describe your customer journey.
CUSTOMER EXPERIENCE MATRIX | THURSDAY, MARCH 26, 2015
[Customer, Purchase] Terminus Offers Targeted Display Ads for B2B
good foundational system also needs a robust customer database that can integrate data from all the channels, whether it supports them directly or via partners. Terminus imports opportunity stage from the CRM system and can use this in segmentation. Nor does it address the challenges that users face in making sense of it all. pricing.
CUSTOMER EXPERIENCE MATRIX | THURSDAY, MARCH 19, 2015
[Customer, Purchase] Everstring Offers Fast, Flexible, Account-based Predictive Models for B2B Sales and Marketing
Among our quaint notions, we thought that B2B companies couldn’t build predictive models because they didn’t have enough data about their customers and prospects. Today, at least a dozen vendors are offering predictive models for B2B lead scoring, sales intelligence, and customer success management. Sounds pretty simple, eh?
IT'S ALL ABOUT REVENUE | TUESDAY, MARCH 17, 2015
[Customer, Purchase] 3 Ways to Mine a Marketing Pot of Gold
Thanks to silos of data about customers from different channels—such as website visitors and behaviors, search, CRM, purchase data, email, and social— valuable attributes often aren’t unified in one location. ” You then can improve segmenting efforts by sharing behavioral specifically.
MODERN B2B MARKETING | MONDAY, MARCH 16, 2015
[Customer, Purchase] Sights and Sounds of SXSW: Transformational Marketing and The Era of Engagement
It can give you incredible insight into your customers’ likes and dislikes. Customer Support. One thing that the presenters discussed is that you need to segment out discussions, particularly negative sentiments, to determine a pattern. Purchase Intent : Lead Identification. East 6 th St. Big topic! Crawl, walk, run.
SYNECORE | TUESDAY, MARCH 10, 2015
[Customer, Purchase] Why Define? Persona-Based Content Marketing Personalization
and eventually customers. Otherwise, you risk losing their interest and with that, a potential customer. Personalizing your content based on personas means tailoring towards the buyers’ stories to help them through their journey towards making a purchase. Ask Questions about Your Customer. How can I benefit?”
HUBSPOT | MONDAY, MARCH 9, 2015
[Customer, Purchase] 7 Ecommerce Segmentation Hacks for Profitable Customer Loyalty
While you won’t have those same face-to-face interactions in the online world, you know more about your customers than you think! With the right ecommerce and marketing platforms you have access to advanced customer segmentation that most merchants do not take advantage of. You will undoubtedly have your “Power Customers.”
BLOG MY CALLS | FRIDAY, MARCH 6, 2015
[Customer, Purchase] Converting Web Traffic Into a Sale
The following notes from the webinar examine the significance of defining your target audience, the difference between information keywords and buy-in keywords and customizing the visitor experience. That''s the search I''m going to do to find the pricing to ultimately do the purchasing on keywords for this product. Party planners.
MODERN B2B MARKETING | FRIDAY, MARCH 6, 2015
[Customer, Purchase] The CMO Challenge: Personalized Conversations at Scale
The executives at the event were honest about how segmentation and personalization are some of the most difficult challenges they currently face. He discussed two customer journeys that were exactly the same, but the context was incredibly different. Author: Phillip Chen The challenge executives face is clear. It’s Difficult.
CRIMSON MARKETING | THURSDAY, MARCH 5, 2015
[Customer, Purchase] 5 Things Marketers Need to Examine Before Integrating Marketing Technology
Let’s look at 5 areas marketers need to consider in the marketing technology landscape that support a customer-centric marketing model. 1. Too much segmentation and specialization. Not Prioritizing the Customer. “Using numerous, disjointed marketing tools doesn’t create a cohesive, customer-centric experience.
VIDYARD | TUESDAY, MARCH 3, 2015
[Customer, Purchase] The Nitty Gritty on Mapping Video Content to your Buyers’ Journey [Free Template!]
What you need is content that intentionally encourages prospects to enter the next stage of their purchase process. It probably looked something like this: But what I want to know is: what does the path to purchase look like for YOUR buyers? purchase)? And in reality…that stat has now grown to 90%. Map the Buyers’ Process.
MARKETING ACTION | TUESDAY, MARCH 3, 2015
[Customer, Purchase] Don’t Let Prospects Get Lost: Create a Customer Journey Map
The same is true for the buyer’s journey, especially for B2B customers with a long and possibly complicated trip ahead of them. And to be good guides, we need to fully understand the journey each customer takes when they engage with our company. How often do content consumers turn into customers? Stations Along the Way. Attract.
VOICE-BASED MARKETING | TUESDAY, FEBRUARY 24, 2015
[Customer, Purchase] 3 Things You Must Understand About Mobile Marketing Today
But that mode of thinking is not only outdated, it’s dangerous, as it risks being blind to the needs of a huge range of consumers and would-be customers. After all, people using smartphones are 30% more likely visit a retailer website, 39% more likely to call a business, and 51% more likely to make a purchase. Ha ha!” Call Tracking
CRIMSON MARKETING | THURSDAY, FEBRUARY 19, 2015
[Customer, Purchase] 7 Ways Big Data Restricts Marketing Analytics
Marketing departments are focused on analyzing customer data “in order to uncover insights about how marketing activity affects buyer purchase decisions and drives loyalty.” ” Customer data is suitable for some applications and analyses but unsuitable for others. Customer Data is Biased. Click To Tweet.
CRIMSON MARKETING | TUESDAY, FEBRUARY 17, 2015
[Customer, Purchase] Greg Head, Infusionsoft CMO: 2 Metrics to Better Understand Your Customer Acquisition Cost and Lifetime Value
Lead purchasing and advertising are popular methods to build a corporate marketing funnel. To determine the answer, says Greg Head, CMO of leading email marketing and sales platform Infusionsoft, you must first arrive at a true understanding of both your Cost of Acquisition of a Customer (CAC) and the Lifetime Value of a Customer (LTV).
CMO ESSENTIALS | TUESDAY, FEBRUARY 17, 2015
[Customer, Purchase] 5 Reasons Customers Hate Your Marketing Emails
So you’ve implemented an email marketing campaign to aid your overall customer management strategy. Great job – email is one of the best tools to maintain and grow customer relationships. But how do you ensure your campaign doesn’t turn into a negative for your brand and drive customers to unsubscribe? The Intrusion Campaign.
HUBSPOT | FRIDAY, FEBRUARY 13, 2015
[Customer, Purchase] 4 TED Talks Every Marketer Should Watch
If you can use those reasons to build a unique and inviting story, you’ll have built a strong brand and satisfied group of customers. There is much to be learned from Moskowitz’ example, especially as told by Gladwell, about how to use data driven buyer personas (sound familiar?) to provide the most possible value to your customer base.
BIZNOLOGY | FRIDAY, FEBRUARY 13, 2015
[Customer, Purchase] B2B data decay and list rental – buyer beware!
Overview: There are four primary elements of a B2B targeted marketing campaign: Targeting, segmentation and list selection. Of the four, no experienced B2B marketer disagrees that the targeting, segmentation and list element is the most important. Internal lists are primarily customer or past lead lists. Offer for response.
HUBSPOT | FRIDAY, FEBRUARY 13, 2015
[Customer, Purchase] 18 of the Best Email Subject Lines You've Ever Read
If you''re segmenting your email lists properly , everyone in that segment should already self-identify with that descriptor. 7) Zillow: "What Can You Afford?". The body of the email contained a bunch of case studies that were meant to help the recipient move closer to actually purchasing DocuSign. Often, it''s the subject line.
MARKETING ACTION | TUESDAY, FEBRUARY 10, 2015
[Customer, Purchase] 7 Ways to Increase Email Engagement
Email marketing is one of the most effective ways for Asia Pacific businesses to reach customers and prospects directly. Targeting: Select and segment the list to choose the right demographics for your message. Segment Lists and Target Messages. What they do after that depends on how good you are at encouraging engagement.
VOICE-BASED MARKETING | TUESDAY, FEBRUARY 10, 2015
[Customer, Purchase] On the Hook: How to Spot Hot Prospects, Both Online and Over the Phone
When it comes to finding new prospects and turning them into loyal customers, gathering some data about them is good, but more data is even better. And those calls often indicate a high purchasing intent. It makes it possible for marketing and sales teams to prioritize leads and segment them for additional actions.
MODERN B2B MARKETING | TUESDAY, FEBRUARY 10, 2015
[Customer, Purchase] The Definitive Guide To Lead Nurturing
Author: Ellen Gomes Today’s potential buyers don’t become customers overnight—they require marketing over time as they self-educate and build trust with a company. Segment a lead database. Why Is Lead Nurturing Important? With lead nurturing, you spend time establishing a relationship with your buyer and building trust.
MODERN B2B MARKETING | MONDAY, FEBRUARY 9, 2015
[Customer, Purchase] How To Boost Conversions With Personalized Remarketing
For example if you sell software and a visitor comes to your website who works for a large healthcare company, you can change the customer logos you display on your homepage to show similar companies in their industry and present them with a relevant case study. It’s just an unfortunate fact of life.
MARKETING ACTION | FRIDAY, FEBRUARY 6, 2015
[Customer, Purchase] 5 Ways to Grow Your Content Marketing Agency Services with Automation
When it comes to engaging customers, content continues to be king. In 2015, the trend is likely to continue as more and more companies discover the benefits of using content to drive traffic, nurture leads, and develop lasting (and profitable) relationships with prospects and customers. Graphic design and production. Email marketing.
THE FORWARD OBSERVER | WEDNESDAY, FEBRUARY 4, 2015
[Customer, Purchase] 3 Steps To Email Marketing That Nurtures Leads And Closes Sales
According to McKinsey , email marketing is 40 times as effective at customer acquisition than social media. Email drives increased website visitors, helps convert website visitors into leads, helps nurture leads into customers and, perhaps most importantly, helps deepen your relationship with customers. Segment Your List.
CMO ESSENTIALS | WEDNESDAY, FEBRUARY 4, 2015
[Customer, Purchase] Top-Funnel Marketing: Why You Should Treat Your Product Like Dirt
Often, these topics are colored by their personal objectives, and understanding the customer at this level helps you to understand their priorities. Instead, at the time, several regulations had hit the books that were confusing to a segment of our buyers – namely, records managers and others tasked with managing their company’s records.
MARKETING ACTION | WEDNESDAY, FEBRUARY 4, 2015
[Customer, Purchase] The ROI of Influencer Marketing
Influencer marketing is as old as the hills, but technology and the Internet have blown the doors off its potential; not only can influencers reach more (and different) people than you can, they can sway opinions and impact purchasing decisions at unprecedented scale. Sales Conversion: How many convert to customers? Salesforce).
HUBSPOT | WEDNESDAY, JANUARY 28, 2015
[Customer, Purchase] How to Create a Benchmark to Measure Content Marketing ROI
If access to your content is worth disclosure of personal information, then you’ve earned the right to gather that information for segmentation and targeting. Sales metrics show how content impacts customer acquisition and adds to top-line growth. Step 2: Map those Metrics to the Purchase Funnel. Awareness. Action.
MARKETING ACTION | MONDAY, JANUARY 26, 2015
[Customer, Purchase] 6 Steps to a Content Marketing Plan that Can Drive Conversions
What better way to reach out to the huge number of potential customers who spend time online? No matter where you (or your customers) are located? And by the time they reach out to a sales person, as much as 80% of their purchase decisions have already been made. But do you know who your customers are, exactly?
MODERN B2B MARKETING | MONDAY, JANUARY 26, 2015
[Customer, Purchase] MarTech Momentum Continues into 2015
Organizations large and small are adopting more marketing technology to identify, engage, acquire and manage their prospects and customers. Tracking mobile in-application behavior and providing mobile notifications are a just a couple actions marketers can leverage to deliver more compelling experiences to their customers.
CUSTOMER EXPERIENCE MATRIX | SATURDAY, JANUARY 24, 2015
[Customer, Purchase] New Marketing Automation Options for Small Business in the VEST Report
The system also extends beyond sales and marketing functions to include customer forums, Wikis, support tickets, project schedules with tasks assigned to individuals, and coupons. The company serves a mix of clients, with the largest segments including technology and manufacturing companies, travel, and professional services.
THE FORWARD OBSERVER | WEDNESDAY, JANUARY 21, 2015
[Customer, Purchase] Beware Of Shiny Objects: Why Email Marketing Trumps Social Media
To acquire customers, does your marketing focus more on social media than email? email is about 40 times better at customer acquisition than social media. Why is email so much better at customer acquisition than social media? Email Helps Nurture Leads Into Customers. Email Helps Deepen Your Relationship With Customers.
ANNUITAS | TUESDAY, JANUARY 20, 2015
[Customer, Purchase] Essentials of Perpetual Revenue
After years of building a strong customer base, she admitted that her goal this year is to drive more “passive income” from clients who aren’t actively engaged. It occurred to me that even enterprise-level businesses struggle with this goal – how to drive continuous revenue and capitalize on customer lifetime value.
CMO ESSENTIALS | MONDAY, JANUARY 19, 2015
[Customer, Purchase] Perfecting the Personalization Puzzle for Mobile Marketing
Personalization can take many forms, whether that means simply adding a customer’s name to a mail merge or sending a blast to a particular demographic segment. Brands need to remember that personalization needs to accomplish a customer goal. Well, it shouldn’t be surprising that your customers don’t either.