• AGGREGAGE B2B WHITE PAPERS  |  MONDAY, NOVEMBER 28, 2016
    [Customer, Purchase] B2B Marketing Trends for 2016
    And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit.
  • AGGREGAGE B2B WHITE PAPERS  |  MONDAY, NOVEMBER 28, 2016
    [Customer, Purchase] B2B Marketing Trends for 2016
    And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit.
  • AGGREGAGE B2B WHITE PAPERS  |  MONDAY, NOVEMBER 28, 2016
    [Customer, Purchase] B2B Marketing Trends for 2016
    And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit.
  • 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.
  • 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?
  • 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.
  • HUBSPOT  |  THURSDAY, SEPTEMBER 22, 2016
    [Customer, Purchase] How to Engage Your Audience Using Digital Advertising
    Can digital advertising ever complement your inbound marketing and provide a positive, valuable experience for your prospective customers? Your digital advertising is still a form of content, so why aren't you using it as an opportunity to add value to your audience, rather than push them into a purchase? On Facebook. On Twitter.
  • LATTICE  |  WEDNESDAY, SEPTEMBER 21, 2016
    [Customer, Purchase] Making the Case for Predictive Marketing and Sales
    With predictive analytics, marketers get a complete view of the customer, and can pass the highest value leads over to sales, while using a precise customer profile to create customized nurtures for those not yet ready to buy. Many companies out there are asking, what can predictive do for me?
  • HUBSPOT  |  WEDNESDAY, SEPTEMBER 21, 2016
    [Customer, Purchase] 5 Proven Tips to Keep Leads Engaged With Retargeting
    Sometimes a prospect comes to your website, finds exactly what they want, and makes a purchase. Use Retargeting to Bring Potential Customers Back. The classic use case is when a customer puts a something into a shopping cart, but does not complete a purchase. This post is not about these people. shoes). The Bottom Line.
  • MODERN B2B MARKETING  |  WEDNESDAY, SEPTEMBER 21, 2016
    [Customer, Purchase] 3 Steps Towards Becoming a Data-Driven B2B Marketer [Ebook]
    Here at Marketo, the marketing operations team owns all things data–cleaning our lead database, appending data from 3 rd party sources, and segmenting our data. Putting together a framework to understand your buyer’s journey is crucial for understanding how your marketing efforts can drive more leads to purchase and ultimately increase ROI.
  • ACT-ON  |  WEDNESDAY, SEPTEMBER 21, 2016
    [Customer, Purchase] Plan Your Q4 Email Sending Strategy to Beat the Coming Logjam
    And don’t overlook your existing customers. Your buyer’s name may also be circulating on lists that get purchased, meaning your buyer may well get a ton of mail that they didn’t expect and don’t want. Segmentation and Engagement. For that reason, if you don’t do any other kind of segmentation, at least segment by engagement.
  • WEBBIQUITY  |  TUESDAY, SEPTEMBER 20, 2016
    [Customer, Purchase] 15 Questions to Ask When Hiring an SEO Professional (Seriously)
    Ask your SEO professional or agency how they use segments and filters to exclude bot traffic, create accurate views of search and social media traffic, and identify top-visiting organizations to your site. As with any business purchase, your decision should ultimately come down to value rather than price. Sources of conversions.
  • CUSTOMER EXPERIENCE MATRIX   |  MONDAY, SEPTEMBER 19, 2016
    [Customer, Purchase] History of Marketing Technology and What's Special about Journey Orchestration
    Although marketers have long talked about being customer- rather than campaign-centric, it’s not until the current crop of Journey Orchestration Engines (JOEs) that we see a thorough replacement of campaign-based methods. customer journey management journey maps journey orchestration marketing software marketing technology martech
  • TONY ZAMBITO  |  MONDAY, SEPTEMBER 19, 2016
    [Customer, Purchase] Why Context Is More Important Than Content In Marketing
    Even more compelling is the greater influence of mobile and digital social platforms on reducing attention span and creating filtering behaviors in purchases.  This is especially true for companies organized by product lines with overlapping customer segments.  Workspace by Universal Icons. Context Connects. Enjoy.).
  • ACT-ON  |  MONDAY, SEPTEMBER 19, 2016
    [Customer, Purchase] Inbound Marketing or Outbound? Which is the Winner?
    At its core, inbound marketing is really about getting your customers to come to you. Outbound can be classified as push marketing ; you proactively push content to those you consider to be potential buyers, or to existing customers. Segmenting your buyers by persona allows you to deliver a more personalized experience to them.
  • SCRIBBLELIVE  |  SUNDAY, SEPTEMBER 18, 2016
    [Customer, Purchase] The Line Between Data-Driven Marketing and Creative Content Marketing
    Data allows you to analyze the market, segment your audience, develop a positioning strategy, and create customized messages for targeted prospects. Analyze Your Customer Journey. The customer journey is the path a client navigates between awareness to purchase and advocacy. What is the ROI of making this purchase?
  • RADIUS  |  FRIDAY, SEPTEMBER 16, 2016
    [Customer, Purchase] Look-Alike Targeting Can Be Deceiving
    Customer segmentation is the bread-and-butter of B2B marketing. Yet marketers are often at a serious disadvantage when performing segmentation because they rely on inaccurate or incomplete data. Picking the Best Audience with Predictive Segmentation. This is where predictive segmentation can make a difference.
  • HUBSPOT  |  FRIDAY, SEPTEMBER 16, 2016
    [Customer, Purchase] The Future of Marketing: WordStream's Founder & ClassPass' CMO on Where Things Are Headed
    According to Kim, the future of shopping online is going to be less about stumbling upon something in Google and more about customers actually expressing their preferences for brands. And that boils down to getting people familiar with your brand so that they favor you when it comes time for a purchasing decision. The best part?
  • RADIUS  |  THURSDAY, SEPTEMBER 15, 2016
    [Customer, Purchase] Pepsi vs Coke: Why Marketers Shouldn’t Be Fooled By the Technology ‘Taste Test’
    For example, if you’re evaluating predictive to help you better understand prospects and customers, and apply new insights to improve conversions, then the predictive segmentation use case is for you. Your evaluation criteria will change to: Predictive models are able to integrate and ingest customer data.
  • VERTICAL RESPONSE  |  THURSDAY, SEPTEMBER 15, 2016
    [Customer, Purchase] Autumn Emails: Harvesting the Best Themes for the Season
    Invite customers to “rake in” the savings with a contest. Thanksgiving seems to straddle the border between fall and winter, but whatever season you assign it to, it’s a great time to show your customers you appreciate their business. Ask customers to help you celebrate your small self! 26 this year.
  • ACT-ON  |  WEDNESDAY, SEPTEMBER 14, 2016
    [Customer, Purchase] Three Myths and Misconceptions About Email Automation
    Hopefully, this article serves to dispel a few email automating myths and help a few of you realize it’s not your choice whether or not to seek out a more robust infrastructure; your customers are demanding it. Any attempt to really focus on customer journey mapping will inevitably point to a need for such technology. Why not?
  • MODERN B2B MARKETING  |  TUESDAY, SEPTEMBER 13, 2016
    [Customer, Purchase] The 3 ABM Essentials You Need to Start Off and Take Off
    Quick wins: short purchase-decision process (e.g. Competitors: competitors’ prospects and customers. Collaborate with your sales team and review your customer relationship management (CRM) history for high-yield and quick win companies. Let’s take a look: ABM 101: A Review of the Basics. Fortune 500 companies).
  • MODERN B2B MARKETING  |  MONDAY, SEPTEMBER 12, 2016
    [Customer, Purchase] How to Complete the Picture of Your Buyers Across Devices
    properly implemented omni-channel marketing strategy leads to better targeting, stronger results throughout the customer lifecycle, more value for your buyers, and higher ROI for your business. Author: Bhumika Dadbhawala Omni-channel. So, how do you integrate different touchpoints to carry out your omni-channel marketing strategy?
  • RADIUS  |  THURSDAY, SEPTEMBER 8, 2016
    [Customer, Purchase] Intent Data Is Just One Piece Of The Predictive Puzzle
    Intent data is information that indicates the interest of a business in a particular topic which can signal a company’s intent to purchase products or services. Image : 3 Types of Data For Predictive Segmentation. Layering intent data on your target segments is a powerful way to identify in-market prospects.
  • LEAD LIAISON  |  THURSDAY, SEPTEMBER 8, 2016
    [Customer, Purchase] How to Run a Webinar: Get Your Data Ready
    This could be customers, partners, or leads you’ve had any type of engagement with over the past year. Marketing automation platforms will help you easily segment out people using lists, demographics, behaviors, and other types of criteria. These systems also support dynamic segmentation. The next step is to get your data ready.
  • TONY ZAMBITO  |  TUESDAY, SEPTEMBER 6, 2016
    [Customer, Purchase] Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing
    Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts.   The issue I am referring to is the confusion that can surround distinguishing between customer segmentation, buyer profiling, and buyer personas today. Customer Segmentation.
  • IT'S ALL ABOUT REVENUE  |  TUESDAY, SEPTEMBER 6, 2016
    [Customer, Purchase] The CMO Struggle For True Marketing Integration Rages On
    Since February of 2011, the CMO Survey which is sponsored by the American Marketing Association, Deloitte and Duke University's Fuqua School of Business, have asked chief marketing officers the following question: How effectively does your company integrate customer information across purchasing, communication, and social media channels?
  • MODERN B2B MARKETING  |  TUESDAY, SEPTEMBER 6, 2016
    [Customer, Purchase] How to Use Surveys for B2B Lead Generation
    While lead forms are a great way to capture contact information about your prospects, they may not collect other critical information because too many fields can overwhelm potential customers. Are they ready to make a purchase and when? Set the stage, building trust with your potential customers. Salt and pepper. This month?
  • IT'S ALL ABOUT REVENUE  |  THURSDAY, SEPTEMBER 1, 2016
    [Customer, Purchase] Machine Learning: Why the Most Effective Marketing Strategy is Invisible
    The technology operates behind the scenes, but is always evolving to understand the customer better over time. It’s an invisible, yet complex understanding of the user or customer. This is particularly effective because the user or customer is completely unaware of what is going on. The same goes for Netflix and Amazon.
  • HUBSPOT  |  THURSDAY, SEPTEMBER 1, 2016
    [Customer, Purchase] 5 Tips to Improve Your Nonprofit's Email Strategy
    Instead of wasting money and energy on a purchased list, take a hard look at how your content is performing. If you're trying to nudge semi-active members to increase their activity, then customize your emails highlighting past and upcoming events similar to those that have interested them in the past. Bad, aged information. Nonprofi
  • HUBSPOT  |  THURSDAY, SEPTEMBER 1, 2016
    [Customer, Purchase] What Is Digital Marketing?
    At HubSpot, we talk a lot about inbound marketing as a really effective way to attract, convert, close, and delight customers online. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers. So What Exactly is Digital Marketing? Tactics.
  • KAPOST  |  TUESDAY, AUGUST 30, 2016
    [Customer, Purchase] Tips on Optimizing Buyer Personas to Make Content More Buyer-Centric
    Each unique customer profile needs refinement and shaping to really work their magic long-term. This is why it’s essential for B2B organizations to refine, refine, refine buyer personas in real time based on insights and customer behaviors— beyond initial personal development —in order to truly optimize them.
  • BIZNOLOGY  |  FRIDAY, AUGUST 26, 2016
    [Customer, Purchase] 6 important data points to record on your customers
    Customer data is one of the most important parts of your business success. If you’re not already using a customer relationship management (CRM) platform to collect and manage the data , you should be. You can encourage them to share their information by offering a freebie or a special discount on their next purchase. Gender.
  • CUSTOMER EXPERIENCE MATRIX   |  WEDNESDAY, AUGUST 24, 2016
    [Customer, Purchase] ABM Vendor Guide: Features to Look for in Target Scoring Vendors
    The models most often predict whether an account will make a purchase, but sometimes predict events such as renewing a contract or becoming an opportunity in the sales pipeline. Target scoring is more than tracking intent surges, which do not capture other factors that contribute to likelihood of purchase.
  • BIZNOLOGY  |  WEDNESDAY, AUGUST 24, 2016
    [Customer, Purchase] How to select the perfect B2B data vendor
    Most B2B marketers rely on customer data from third party suppliers. First, clarify your marketing objectives for the data.  If you are going for customer acquisition, your data needs will be different from retention goals.  Next, prepare a detailed analysis of each segment you are trying to understand or communicate with.
  • SNAPAPP  |  TUESDAY, AUGUST 23, 2016
    [Customer, Purchase] How to Build the Business Case for Purchasing Marketing Technology
    If you want to make a change, such as purchasing a new marketing technology, you essentially have two options. Preparing a business case for your martech purchase will solve two important goals: Making sure you’re making the right purchase recommendation; and. Change is hard. Go rogue, or achieve consensus. Present the Problem.
  • FATHOM  |  MONDAY, AUGUST 22, 2016
    [Customer, Purchase] The Value of Staying Focused on Your Audience
    Enter: the Customer First Strategy Map. Be Audience-First with the Customer First Strategy Map. The Customer First Strategy Map (efficiently referred to as the C1 map) is sort of a Fathom original. Customer Persona. What Problems Do You Solve for Your Customers? What is the Process for the Customer to Purchase?
  • MODERN B2B MARKETING  |  MONDAY, AUGUST 22, 2016
    [Customer, Purchase] 3 Reasons Why Data is the Foundation of a Successful ABM Strategy
    B2B organizations have access to massive amounts of data from their internal marketing and sales activities, prospect and customer behaviors, and customer service information. Many also purchase data from external sources to augment existing data sets. Segment to Find the Best Targets. In one word: everything.
  • CUSTOMER EXPERIENCE MATRIX   |  FRIDAY, AUGUST 19, 2016
    [Customer, Purchase] Guide to ABM Vendors: What's in a Complete ABM Stack?
    Customized Messages and Execution can be found in non-ABM systems such as Web site personalization or marketing automation.* Many of these vendors combine data they gather themselves (which they often consider a competitive advantage) with data they purchase from commercial vendors. The table below shows the details. There sure is!
  • IT'S ALL ABOUT REVENUE  |  THURSDAY, AUGUST 18, 2016
    [Customer, Purchase] 5 Reasons You Need a DMP
    In order to understand these relationships it is necessary to know that although the third-party data collection often involves a purchase or affiliation agreement, it provides critical information on demographics or behaviors on the sites you don’t own. This is the most efficient process for managing one-to-one relationships.
  • ACT-ON  |  WEDNESDAY, AUGUST 17, 2016
    [Customer, Purchase] Four Benefits to a Multi-Generational Workplace (Or, What I Learned from My 21-Year-Old Nephew)
    The experiences of each generation – experiences made in a specific time and place in history – shape who we are, what we value, how we value it, how we prioritize those values, how we interact with others and in the world, and how we back up those values (through purchases, social shares, protest, and so forth). But enough about me.
  • B2B LEAD GENERATION BLOG  |  TUESDAY, AUGUST 16, 2016
    [Customer, Purchase] 5 Ways to Immediately Boost Account Based Marketing (ABM)
    The fourth thing is being able to nurture your customers more effectively and instead is using your empathy to put yourself really in the buyer’s shoes. And so we need to be really clear on who’s an ideal customer, why they are, what are the attributes? thought I would go to one of the experts of the industry Brian Carroll. Break].
  • TONY ZAMBITO  |  SUNDAY, AUGUST 14, 2016
    [Customer, Purchase] Are Your Buyer Personas Data Overkill?
    However, what it lacks is the ability to develop a deeper understanding of the buyer story, their goals, and their goal-directed behaviors behind ultimate purchase decisions. Enabling analytics and reports on profiling attributes and activities of buyers and customers as gleaned from a database. Information Overload by Jenny Chisnell.
  • HUBSPOT  |  FRIDAY, AUGUST 12, 2016
    [Customer, Purchase] How to Create Content for Every Stage of the Buyer's Journey
    In most cases, that's not how purchases are made. Most of the time, before becoming a customer, a person will first go through what's called the sales funnel. That's because at any given time, your prospective customers are all at different points in their journeys toward a purchase. Bottom of the Funnel: Purchase.
  • IT'S ALL ABOUT REVENUE  |  THURSDAY, AUGUST 11, 2016
    [Customer, Purchase] 5 Simple Marketing Automation Tips to Improve Conversion
    No matter what marketing technology we use to better communicate with customers and prospects, we are constantly thinking about improving the experience for us and the prospects, optimizing the results, and even just making things a little easier. But in the end, isn't it all about conversion? VP of Marketing. Director of Operations.
  • RADIUS  |  WEDNESDAY, AUGUST 10, 2016
    [Customer, Purchase] 5 Direct Mail Mistakes Marketers Should Avoid
    pretty common misconception with direct mail is to blindly unleash mailers without first building proper segments or identifying target audiences. Tip: Identify key characteristics about your target audience or segment, and use it to personalize offers for your prospects. 3) Make your call to action (CTA) too complex. Click to tweet.
  • KAPOST  |  MONDAY, AUGUST 8, 2016
    [Customer, Purchase] Marketing and Technology: Lessons from Salesforce’s Marketing Technology Director
    Now, as the Marketing Technology Director at Salesforce, he’s using his expertise to solve the marketing technology puzzle that enables an omni-channel customer experience and drives real business growth. The WHAT: Content Creation System – Allows content creation that resonates with your prospective customers. for optimal ROI.
  • RADIUS  |  THURSDAY, AUGUST 4, 2016
    [Customer, Purchase] 4 Steps To Build Campaigns Focused on Attracting the Right Accounts
    Number of stakeholders involved in the buying decision for a technology purchase have increased. With Predictive, marketers are able to use scores and grades to build prequalified lists and segment accounts to gain insights on common attributes of ideal prospects. Group your target accounts into segments based on these characteristics.
  • MODERN B2B MARKETING  |  WEDNESDAY, AUGUST 3, 2016
    [Customer, Purchase] 5 Core Components of a Successful ABM Strategy
    The latest marketing automation solutions for ABM can segment accounts with ease and greater granularity without overburdening the organization. Define Your Segments. To accomplish this with ABM, it’s important to define a framework that helps segment your database in a way that supports your go-to-market strategy. ABM
  • RADIUS  |  MONDAY, AUGUST 1, 2016
    [Customer, Purchase] The Future is Here With Predictive Account-Based Marketing
    The growing adoption of customer relationship management (CRM) and marketing automation technology (MAT) systems has created an unprecedented amount of data for optimizing ABM initiatives. Customer Relationship Management. Account-based marketing (ABM) isn’t a new topic, but today it’s catching fire like never before. B2B Marketing
  • CONTENT STANDARD  |  MONDAY, AUGUST 1, 2016
    [Customer, Purchase] Does Your Brand Need a Local SEO Strategy?
    Whether your consumer was born and raised in your area or is only visiting for the day, search has made it possible for anyone within walking/biking/driving distance of your store to become a potential lead, waiting to be turned into a buyer or lifelong customer. The checkout is a single counter with a mechanical register, cash only.
  • MODERN B2B MARKETING  |  WEDNESDAY, JULY 27, 2016
    [Customer, Purchase] How to Find a Marketing Automation Platform That Grows With You
    Many marketing automation platforms require users to build audiences (segments) and responses (workflows) within different screens. Its acts as the foundation and connective tissue for interactions between your content and assets, driving opportunities and conversions forward within the customer lifecycle. Long-Term Considerations. 1.
  • CEROS  |  WEDNESDAY, JULY 27, 2016
    [Customer, Purchase] All About Those Leads: Crafting Content for Conversion
    However, while we often personalize our website and email copy, content marketing often goes overlooked in the personalization equation. A few ways you can personalize your content at every stage of the buyer’s journey include: Serving different content based on persona or audience segment. Happy reading! Create Content That Stands Out.
  • RADIUS  |  TUESDAY, JULY 26, 2016
    [Customer, Purchase] Predictive Toolbox: How To Use Predictive in B2B Marketing
    Nowadays, B2B marketers are tasked with various challenges like understanding dynamic customers, increasing pipeline quantity and quality, and boosting campaign ROI. Account-Based Marketing (ABM) : How to use predictive for account segmentation and target account selection. At Radius, we believe Predictive is the answer.
  • RADIUS  |  TUESDAY, JULY 26, 2016
    [Customer, Purchase] Predictive Toolbox: How To Use Predictive in B2B Marketing
    Nowadays, B2B marketers are tasked with various challenges like understanding dynamic customers, increasing pipeline quantity and quality, and boosting campaign ROI. Account-Based Marketing (ABM) : How to use predictive for account segmentation and target account selection. At Radius, we believe Predictive is the answer.
  • IT'S ALL ABOUT REVENUE  |  MONDAY, JULY 25, 2016
    [Customer, Purchase] Data In. Data Out. The Secret to Data Driven Marketing
    Need customer contact details—where is it stored? Need purchase history—well what table is it stored in? The integrity of the data is key, especially if you are starting to look at segmentation. For customer purchases, we need to send a confirmation as well as the order for fulfillment. Data in.
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