• AGGREGAGE B2B WHITE PAPERS  |  TUESDAY, MAY 3, 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  |  TUESDAY, MAY 3, 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  |  TUESDAY, MAY 3, 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.
  • MODERN B2B MARKETING  |  FRIDAY, MAY 6, 2016
    [Customer, Purchase] [Ebook] Wake Up Your Sleepy Subscribers with Reactivation Campaigns
    According to Return Path, a marketer typically has a list of customers or subscribers with as many as 25-50% of these people classified as “inactive”. In the example below, a new email address comes into your database on Jan 1 st and on Feb 15 th that new email address made their first purchase! DO YOU? Isolate Your Sleepy Subscribers.
  • 6SENSE  |  THURSDAY, MAY 5, 2016
    [Customer, Purchase] How HP Uses 6sense to Find Customers in Active Buying Cycles
    For years, HP has used internal data and competitive research to identify accounts with a high likelihood of making a purchasing decision. The Untapped Potential of Customer Data. HP, like many advanced B2B organizations, has used firmographic data, segmentation and buyer profiles to improve their marketing and sales outcomes.
  • HUBSPOT  |  TUESDAY, MAY 3, 2016
    [Customer, Purchase] Digital Does Not Mean "Just Build a Website"
    The problem is digital facsimiles of print products are not what the customer wants. Digital consumers have a new set of needs, which I bucket in three areas: context, curation, and customization. Customers Want to Consume Content in Any Context. In either case, the entire set of 24 varieties was available for purchase.
  • KAPOST  |  MONDAY, MAY 2, 2016
    [Customer, Purchase] The Difference between Content Marketing and Marketing Content
    Play on words aside, there’s a big difference between using content across the buyer’s journey to deliver a consistent customer experience (marketing content), and using content to specifically support top-of-funnel marketing activities (content marketing). Build personas based on internal and external research of your target customer.
  • ACT-ON  |  MONDAY, MAY 2, 2016
    [Customer, Purchase] Marketing Hacks: 10 New Ways to Use Your Marketing Automation Platform
    Marketers are no longer focused as narrowly on the acquisition of new customers; they’re spending time and resources nurturing their customers to be successful, and those customer relationships to be long-term. Customer marketing can be considered the Expand stage of the customer lifecycle. New Customer Onboarding.
  • LEADERSHIP  |  FRIDAY, APRIL 29, 2016
    [Customer, Purchase] Interesting Infographics: Creating a Sustainable Marketing Strategy
    It gives your potential customers a really fast, easy way to make their purchase – 36% of email marketers have seen a boost in sales after including a buy button! A marketing campaign can be a delicate thing – you need to make sure that your message is clear and effective. You have to aim it at the right people. Engage on Social Media.
  • BULLDOG SOLUTIONS  |  THURSDAY, APRIL 28, 2016
    [Customer, Purchase] Five Steps to Thriving in the Age of the Customer – Part 5
    I'm ready for the ‘what now.’" We have spent almost a month now looking at the findings from our Forrester study * on thriving in the age of the customer. Empowered customer make customer obsession  essential  in today's market. Customer obsession  requires  a reliance on marketing. We've learned that: .
  • MODERN B2B MARKETING  |  WEDNESDAY, APRIL 27, 2016
    [Customer, Purchase] 10 Ways to Engage Your Audience with Interactive Content
    As you can see, it’s a lot more interactive than just writing out a statistic on the page, and it feels like a more custom experience for the user. Try a Modern Way of Audience Segmenting. This type of segmentation is easier for the reader to digest, while also benefiting the marketer with useful data about their prospects. 4.
  • PUREB2B  |  TUESDAY, APRIL 26, 2016
    [Customer, Purchase] A Complete Guide to Social Media-Based Lead Generation for IT and Software Companies
    Business lead generation directly affects revenue by becoming a constant source of loyal, passionate customers. Another tactic is to actually talk to your customers! So remember that just because they followed, liked, commented, and shared does not inevitably mean that they are interested in making a purchase. There are 1.44
  • HUBSPOT  |  TUESDAY, APRIL 26, 2016
    [Customer, Purchase] How to Do Market Research: A Step-by-Step Guide to Understanding Your Buyer's Journey
    By now, you probably know that today's buyers hold all of the power when making a purchasing decision. But have you really adapted your marketing plan to match the way today's customers shop and buy? Buyer personas -- sometimes referred to as marketing personas -- are fictional, generalized representations of your ideal customers.
  • HUBSPOT  |  TUESDAY, APRIL 26, 2016
    [Customer, Purchase] You Can Still Reach People Using Ad Block Software
    Categorically speaking, some websites have audience segments with higher levels of blocking than others. Once you’re able to build a content profile for your target within a website’s customer base, you can begin to explore native advertising options with advertisers interested in reaching ad blockers on your site. Target Newsletters.
  • CAPTORA  |  THURSDAY, APRIL 21, 2016
    [Customer, Purchase] How Customer Modality Affects Top Of Funnel Marketing Success
    If you’ve been involved with content marketing for a while, you’ve no doubt spent time constructing detailed customer personas and creating quality content that (hopefully) will appeal to each type. What Is Customer Modality? Prone to impulse-buying and the thrill of the quick purchase. Image via Unbounce.
  • CUSTOMER EXPERIENCE MATRIX   |  THURSDAY, APRIL 21, 2016
    [Customer, Purchase] SAS by the Sip: SAS Viya Offers Open APIs to Individual Services in the Cloud
    This provided a steady income stream and focused attention on customer satisfaction to ensure renewals. Subscription pricing notwithstanding, SAS has largely sold its software for on-premise operation by its clients and required them to purchase a large stack of core technologies. In the SAS universe, this is truly revolutionary.
  • ION INTERACTIVE  |  THURSDAY, APRIL 21, 2016
    [Customer, Purchase] Adding Value with Personalization
    Did the experience answer questions, fill a need, or motivate to move to a specific task such as make a purchase or complete a form? One area that has been on my mind a lot lately (because we’ve launched a few for customers in the past month) is content libraries. Did the experience follow basic UX principles? Was it intuitive?
  • KOMARKETING ASSOCIATES  |  THURSDAY, APRIL 14, 2016
    [Customer, Purchase] How Your Startup Can Overcome Content Marketing Challenges
    If your blog, detailed product pages, customer reviews, and how-to guides aren’t online (or are thin), does your business really exist? This means the clock is ticking loudly for companies trying to find purchase in an existing market or spark a new segment. Beginnings are hard. Mistakes Are Amplified For Startups. Guess what?
  • KAPOST  |  THURSDAY, APRIL 14, 2016
    [Customer, Purchase] B2B Product Marketing Tips in the Age of the Customer
    Let that sink in for a minute.  In the Age of the Customer, the best B2B product marketers are keenly aware of the convergence of understanding buyer personas and building content specifically targeted at those buyer’s needs. But, the best marketers are realizing that content is the fuel to the entire customer journey. How so?
  • CUSTOMER EXPERIENCE MATRIX   |  WEDNESDAY, APRIL 13, 2016
    [Customer, Purchase] Thunderhead ONE Provides Powerful Journey Orchestration
    The key feature of these systems is they select customer treatments based on movement through a journey map. The systems also assemble the unified customer database needed to track customer journeys. This, of course, is a function they share with Customer Data Platforms. until recently. Journey mapping. Hours of fun, eh?
  • ION INTERACTIVE  |  TUESDAY, APRIL 12, 2016
    [Customer, Purchase] 10 Ideas for Personalizing Your Content
    Over the last few years, marketers have become more conscious of the need to deliver personalized content experiences not only to existing customers but also to first-time site visitors as well. Customize Content By Audience Type In my opinion, this is the low hanging fruit of personalization. According to Scott P.
  • HUBSPOT  |  TUESDAY, APRIL 12, 2016
    [Customer, Purchase] How To Start Your Ecommerce Retention Strategy
    Repeat Customer Rate (RCR). Your store’s repeat customer rate is the percentage of your customer base that is coming back to purchase again. Remember, it is more expensive to acquire a new customer ( seven times more expensive! Be sure you are dividing by unique customers and NOT orders. Purchase Frequency.
  • CINTELL  |  THURSDAY, APRIL 7, 2016
    [Customer, Purchase] How Marketers Use Data to Develop Personas
    While clustering a customer database is a helpful starting place, high-performing organizations are seeing real business value from researching deeper information about their audience that covers more than demographic or firmographic details. more likely to segment their database by persona-related fields other than demographic criteria.
  • IT'S ALL ABOUT REVENUE  |  THURSDAY, APRIL 7, 2016
    [Customer, Purchase] Don't Let Your Marketing Automation Feel Like a Bad Amusement Park Ride
    Your audience is interested because it will help them understand what they can expect to gain by investing in your product or service, so they’re happy to answer questions your sales team cares about – like how many units they might purchase, or the size of their implementation team. Be honest. More (and Better) Profile Data.
  • SALESPREDICT  |  WEDNESDAY, APRIL 6, 2016
    [Customer, Purchase] What is Predictive Marketing?
    In other words, using what we know about our current customers, lost business, and sales prospects and combining that with outside data, such as market and global trends, to identify which leads and accounts are most likely to become customers. Prior to 2011, the term "predictive marketing" had almost. zero search interest on Google.
  • ACTIVEDEMAND  |  TUESDAY, APRIL 5, 2016
    [Customer, Purchase] Automated Personalization and the “Zero Moment of Truth”
    This can all be considered a more targeted, personalized form of data-driven content marketing that also helps build that individualized experience of the brand for each customer. Think A LOT about video – do you think it’s any coincidence that YouTube is the second-most popular search bar on the Internet? Get Started with ActiveDEMAND today!
  • VERTICAL RESPONSE  |  THURSDAY, MARCH 31, 2016
    [Customer, Purchase] 25 Proven Steps to Achieve Email Marketing Magic
    Start by gathering email addresses from current and potential customers. Segment Your List. Segment your audience so you can create targeted messages for different groups, leading to better open rates, lower opt-out and unsubscribe rates and improved deliverability. Check out our 2016 Complete Guide to List Segmentation.
  • BIZIBLE  |  WEDNESDAY, MARCH 30, 2016
    [Customer, Purchase] You’ve Set Up Marketo And Salesforce -- Now What? Why You Still Need Attribution
    In this article in DemandGen Report, Christine Nurnberger, CMO of Bottomline Technologies said that her “‘Holy Grail’ is to get a complete understanding of how far her marketing dollar stretches, as well as have a holistic view of customers at every touch point.”. Holistic View of Customers At Every Touchpoint. marketing operations
  • 6SENSE  |  TUESDAY, MARCH 29, 2016
    [Customer, Purchase] The Case for Predictive Marketing Automation: Account-Based Marketing
    This evolution has allowed lean teams to drive customized messaging and improved engagement across product lines, personas and the customer lifecycle. First, what are the necessities driving companies to invest in new marketing technologies and the competencies necessary to make sense of customer data? Where should you start?
  • ACTIVEDEMAND  |  MONDAY, MARCH 28, 2016
    [Customer, Purchase] Personalization is the New Reality
    Customers today want REAL engagement , and traditional static marketing mediums just don’t produce these results. Enter Personalization Customer engagement – a customer’s emotional or psychological attachment to a company or product brand – is the definitive predictor of business growth. Get Started with ActiveDEMAND today!
  • ACT-ON  |  FRIDAY, MARCH 25, 2016
    [Customer, Purchase] Marketing Tools for the Makers & Doers of the Manufacturing Industry
    Buyers today are focused on consuming online research, reading peer reviews, and weighing their purchasing options long before they’re willing to speak to any sales people. Ultimately, organizations who struggle with this disconnect often fail to deliver the information buyers need to make manufacturing purchasing decisions. 3.
  • HUBSPOT  |  THURSDAY, MARCH 24, 2016
    [Customer, Purchase] Find Your Most Engaged Members and Donors with Inbound Marketing
    This process, known as conversion optimization--known in the for-profit world as the act of transforming website visitors into first-time customers and first-time customers into repeat buyers—is one of the pillars of inbound marketing. Not sure how to find your most engaged members and donors? Log in. Click through records. The reason?
  • ACT-ON  |  THURSDAY, MARCH 24, 2016
    [Customer, Purchase] Why 78 % of Marketers Struggle with Content Marketing ROI
    Maybe you have a segment of clients that entered the sales funnel by purchasing a low-cost offer (often known as a “tripwire”). Customize goals, to prove results. Content marketing has traveled light years since its inception. We know it works, which is why our budgets for it are growing so rapidly. Measure brand awareness.
  • SNAPAPP  |  WEDNESDAY, MARCH 23, 2016
    [Customer, Purchase] Emails Falling Flat? 5 Steps to Make Your Email Marketing Resonate
    Instead of reinventing your email format every time you send an email, build or purchase a template you can adapt to your needs. Segment according to demographics, behavioral data, or in the case of a B2B audience, job description. You just wrote a  magnetic email subject line. What do you do next? . Emails That Resonate With Readers .
  • HUBSPOT  |  WEDNESDAY, MARCH 23, 2016
    [Customer, Purchase] How Publishers Can Use Digital to Push Print Sales
    Publishers aren’t startups: they’re established companies with existing audiences—a portion of whom will become customers. Administer a website-wide sample survey to ask readers what types of products or premium content that they would like to purchase. Publishing revenues may be moving online , but that doesn't mean print is dead.
  • SNAPAPP  |  MONDAY, MARCH 21, 2016
    [Customer, Purchase] 5 Minutes With SnapApp’s New SVP of Marketing
    It’s a thrilling time in the marketing technology field. I’m excited to join SnapApp and establish ourselves as a leader in this emerging content interactivity segment. . Q. know that my teams have continually pushed to  find better ways to create engaging experiences with our customers and prospects. Last album purchased? .
  • SNAPAPP  |  MONDAY, MARCH 21, 2016
    [Customer, Purchase] 5 Minutes With SnapApp’s New SVP of Marketing
    I’m excited to join SnapApp and establish ourselves as a leader in this emerging content interactivity segment. Q. I’m definitely most fascinated by the explosion of all the different channels that can be deployed to create a dialogue with your customers and prospects. Last album purchased? Quick Fire Round. Q.
  • SNAPAPP  |  THURSDAY, MARCH 17, 2016
    [Customer, Purchase] Emails Falling Flat? 5 Steps to Make Your Email Marketing Resonate
    Instead of reinventing your email format every time you send an email, build or purchase a template you can adapt to your needs. Segment according to demographics, behavioral data, or in the case of a B2B audience, job description. You just wrote a magnetic email subject line. What do you do next? Emails That Resonate With Readers.
  • LATTICE  |  WEDNESDAY, MARCH 16, 2016
    [Customer, Purchase] Enriching Your Account Universe: Turn Data into Revenue
    But smart teams understand that better segmentation is the key to B2B sales and marketing success. As a result, marketing and sales teams can create hyper-personalized segments based on technographic data (e.g. One of our customers in the tech industry is using this capability to run targeted competitive take-out campaigns (Figure 1).
  • MODERN B2B MARKETING  |  WEDNESDAY, MARCH 16, 2016
    [Customer, Purchase] 3 Technology Trends Powering Account-Based Marketing
    Creating segmented marketing tracks, surfacing personalized content, and reacting to individual prospect’s behaviors was all done manually and could only be supported for a small subsection of highly strategic, tier 1 accounts. Before, ABM was an extremely high-cost endeavor that represented a significant drain on budget and human resources.
  • TRADESMEN INSIGHTS  |  WEDNESDAY, MARCH 16, 2016
    [Customer, Purchase] How to Help Your Sales Team Quote with Clear Guidelines
    Does this sound familiar? A new customer promised they would place a $30,000 order, but only at an average price per unit of $0.16. In fact, the third largest customer, at $468,000 in volume, was paying a $0.22 sales rep is naturally inclined to want to make the customer happy. End of consideration. average sale price.
  • FATHOM  |  TUESDAY, MARCH 15, 2016
    [Customer, Purchase] Engagement is the Key to Content Success
    The entire concept of content marketing relies on the idea that people actually like what a brand has to say so much that they actively choose to hear more, learn more, and eventually—or hopefully—choose to purchase that brand’s product or service. Solidifying customer loyalty and repeat business. you need engagement to get it.
  • HUBSPOT  |  TUESDAY, MARCH 15, 2016
    [Customer, Purchase] 7 Amazingly Effective Lead Nurturing Tactics
    In most cases only a relatively small percentage of your inbound leads will be ready to make an immediate purchase, leaving upwards of 90% of your inbound leads on the table. Creating a formal sales and marketing SLA will help the two teams hold each other accountable for converting leads and effectively nurturing them into paying customers.
  • VERTICAL RESPONSE  |  TUESDAY, MARCH 15, 2016
    [Customer, Purchase] The 2016 Complete Guide to List Segmentation
    When it comes to email marketing, list segmentation is the best tool for dissecting your consumer base. 2015 case study by MarketingSherpa found that proper list segmentation increased open rates by 20 to 40 percent, with a subsequent rise in click-through rates. Understanding List Segmentation. Advantages of Segmentation.
  • CINTELL  |  MONDAY, MARCH 14, 2016
    [Customer, Purchase] Should your B2B Marketing Plan Include Company Personas?
    This enables us to understand, segment and target the marketing and sales process far more precisely to the organizations’ needs. The end result is a new layer of intelligence that can be combined with buyer personas that can help marketers target and segment an audience contextually, and at scale. B2BZone b2c Blog
  • KOMARKETING ASSOCIATES  |  THURSDAY, MARCH 10, 2016
    [Customer, Purchase] How to Send Emails Your Customers Won’t Delete
    And someone with data segmentation skills set up and executed the campaigns. Executives need to generate sales and revenue (and maybe move aging stock or renew customer interest in a core, if undervalued, service). As a tactic, email marketing: Can put a brand top-of-mind with the prospective or recent customer. There’s. Email.
  • MODERN B2B MARKETING  |  WEDNESDAY, MARCH 9, 2016
    [Customer, Purchase] Introducing The Definitive Guide to Web Personalization
    You could, but with a database made up of multiple segments and different types of customers (some very new to your product or service and some long-standing customers), sending the same communication to all of these folks would not be effective. Author: Ellen Gomes Would you send the same email to your entire database?
  • VERTICAL RESPONSE  |  FRIDAY, MARCH 4, 2016
    [Customer, Purchase] 3 Important Trends Retailers Must Know
    Product research, price comparisons, and purchases are within consumers’ hands and can be completed with a few finger taps. This population segment (ages 17 to 34) is expected to spend more than $200 billion annually starting in 2017, and a lifetime of $10 trillion. Good news for retailers! MOBILE. MILLENNIALS. BEACONS.
  • ACT-ON  |  THURSDAY, MARCH 3, 2016
    [Customer, Purchase] 8 Reasons Why Email is Still the Killer App – For Now
    Email can be customized, personalized and segmented … easily. Now, we niche out our audiences (and call them personas) to send them highly customized, targeted messages. At this point, the customer is savvy enough to know we’ve got their information. This takes personalization and segmentation to a whole new level.
  • ACTIVEDEMAND  |  WEDNESDAY, MARCH 2, 2016
    [Customer, Purchase] Personalization is Trending in 2016
    According to Entrepreneur.com, 2016 will officially be the year of the customer – marketers will be discussing customer-centric marketing, customer journeys, customer experiences, customer insights and additional ways of obsessing over, delighting, attracting and analyzing customers. What will they expect?
  • IT'S ALL ABOUT REVENUE  |  WEDNESDAY, MARCH 2, 2016
    [Customer, Purchase] Five Key Areas to Consider When Creating an Effective Mobile Marketing Campaign
    Using them for purchases seems very natural and growth rates are going through the roof. Indeed, by 2018, it's estimated that the Asia-Pacific region will account for almost 50% of the more than $600 billion spent globally on goods and services purchased using mobile devices. Create a holistic view of customer interactions.
  • CONTENT STANDARD  |  TUESDAY, MARCH 1, 2016
    [Customer, Purchase] 3 Enterprise Marketing Leap Day Campaigns that Have Staying Power
    While many brands in the past have purchased a TV ad spot, GM is counting on reaching built-in audiences on ESPN and YouTube through native advertising—a more targetted and data-driven approach than traditional TV ads. This campaign also aligns with our customer-centric approach to add more value for our customers where we know they are.”
  • ACT-ON  |  TUESDAY, MARCH 1, 2016
    [Customer, Purchase] 5 Common Marketing Challenges Agencies (and Companies) Face
    Just as important, understand who your natural audience is, or will be – and who will not be your customer. While you work to achieve high organic search rankings, consider purchasing some targeted pay-per-click advertising to get your name in front of the right online searchers. Marketing is hard. Right! Let’s get started! False.
  • MI6 MARKETING AGENCY  |  SUNDAY, FEBRUARY 28, 2016
    [Customer, Purchase] Mi6 Roundup: Influencer Marketing, Canada Doesn’t Get Innovation and Issues Facing CMOs
    Also, you’d be surprised at who influences people in your target customer segments. They want to “personalize the customer experience” but they consider “post-purchase experience” as the responsibility of customer service. Sales and Marketing 1) Influencer Marketing. not the vendor.
  • MI6 MARKETING AGENCY  |  SUNDAY, FEBRUARY 28, 2016
    [Customer, Purchase] Mi6 Roundup: Influencer Marketing, Canada Doesn’t Get Innovation and Issues Facing CMOs
    Also, you’d be surprised at who influences people in your target customer segments. They want to “personalize the customer experience” but they consider “post-purchase experience” as the responsibility of customer service? Sales and Marketing 1) Influencer Marketing. not the vendor.
  • IT'S ALL ABOUT REVENUE  |  FRIDAY, FEBRUARY 26, 2016
    [Customer, Purchase] 80% of Millennials Have Been Influenced to Purchase by a Mobile Ad
    64 per cent of consumers have been influenced to purchase by a mobile ad – a figure that rises to 80 per cent among millennials. Is Mobile Marketing Automation the Next Hot Tech Segment? It's Friday which means it's Friday Five time, our weekly curated collection of five stories on one specific topic. Mobile Marketing
  • SALES ENGINE  |  THURSDAY, FEBRUARY 25, 2016
    [Customer, Purchase] Content Strategy Before Technology Acquisition
    But before you go out and invest in these tools, it’s important to really understand your customers’ issues so you can develop a strategy. So Before You Purchase Marketing Automation… Marketing automation systems have reached some maturity in the marketing landscape. It also compiles data on customer interactions across all channels.
  • SALES ENGINE  |  THURSDAY, FEBRUARY 25, 2016
    [Customer, Purchase] Content Strategy Before Technology Acquisition
    But before you go out and invest in these tools, it’s important to really understand your customers’ issues so you can develop a strategy. So Before You Purchase Marketing Automation… Marketing automation systems have reached some maturity in the marketing landscape. It also compiles data on customer interactions across all channels.
  • MODERN B2B MARKETING  |  THURSDAY, FEBRUARY 25, 2016
    [Customer, Purchase] [Ebook] 5 Consumer Marketing Reports That Derek Zoolander Would Be Proud Of
    They are asking questions about how fast your customer base is growing, how much revenue marketing is bringing in, how much you’re increasing customer lifetime value, and they are asking questions about the future—what is the forecasted revenue and profit and what resources will you need? Measure and forecast results.
  • VIDYARD  |  TUESDAY, FEBRUARY 23, 2016
    [Customer, Purchase] Businesses See 500% Lift in Email Conversion with Personalized Video
    Our messages compete with 2,900 others daily for the attention of their customers and prospects. Each recipient receives a custom video that includes information unique to them, woven right into the video itself. Our customer success team is in love with it. Your Customers Will Love Personalized Video Too. Get the Guide.
  • SALESFUSION  |  MONDAY, FEBRUARY 22, 2016
    [Customer, Purchase] Breaking Down the Buyer’s Journey for SMB Marketers
    The simplest way to describe the buyer’s journey is as a map of the phases through which people will cycle as they become prospects for your business and, hopefully, customers. Ideally, it should even extend beyond that purchase as customers re-cycle through the journey through re-sell, cross-sell and up-sell initiatives.
  • CUSTOMER EXPERIENCE MATRIX   |  THURSDAY, FEBRUARY 18, 2016
    [Customer, Purchase] Future of Marketing Content: Reflections on the Content2Conversion Conference
    Vendors including Highspot , SnapApp , Ceros , Uberflip , and ion interactive all let marketers track customer behaviors within a piece of content – such as how much time is spent on each page or even regions within a page. I spent the early part of this week at Demand Gen Report 's Content2Conversion conference. So I might be overreacting.
  • SNAPAPP  |  THURSDAY, FEBRUARY 18, 2016
    [Customer, Purchase] 4 Reasons Your Email Marketing Isn’t Resonating
    But it’s easy to forget to consider the impact of failed customer communication. Let’s say your company has one million email subscribers and an Average Customer Value (ACV) of $55. When your marketing incorporates feedback loops , you’re always learning about your customers. Segment your email list.
  • SNAPAPP  |  WEDNESDAY, FEBRUARY 17, 2016
    [Customer, Purchase] 4 Reasons Your Email Marketing Isn’t Resonating
    But it’s easy to forget to consider the impact of failed customer communication. Let’s say your company has one million email subscribers and an Average Customer Value (ACV) of $55. When your marketing incorporates  feedback loops , you’re always learning about your customers. Segment your email list . Resonance Matters.
  • IT'S ALL ABOUT REVENUE  |  WEDNESDAY, FEBRUARY 17, 2016
    [Customer, Purchase] Marketing Campaigns Might Only Be Mostly Dead
    There are issues of buyers’ trust, marketplace disruption, buyers’ attention spans, their need for bite-sized content, their communications channel preference, their expectations, their place of purchase, their mode of payment, and on and on. In the Princess Bride, Inigo is distraught because he thinks his friend Westley is dead.
  • SALESFUSION  |  MONDAY, FEBRUARY 15, 2016
    [Customer, Purchase] Why and How to Improve Audience Segmentation for B2B Marketing
    10 ways to segment your audience to meet the growing demand for personalization. For instance, serving specific prospects or customers targeted information at the right time and on the right channel based on their distinct profiles and preferences sounds like a fantastic model, but how do you actually deliver on that goal? Location.
  • HUBSPOT  |  MONDAY, FEBRUARY 15, 2016
    [Customer, Purchase] 4 Interesting Ways Slack & Other Brands Use Net Promoter Score Data
    But when you load it into a responsive, proactive, customer-driven company: blast off. All you have to do is ask customers: “On a scale of 1–10, how likely are you to recommend this product?” Interesting Ways to Use NPS Data. 1) Use it to polish interactions with prospects and customers. If you leave it alone, it won’t do much.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  THURSDAY, FEBRUARY 11, 2016
    [Customer, Purchase] A Special Message for You: The Power of Personalized Marketing
    Personalized marketing involves targeting your messages, products or services to an individual customer based on data you’ve collected about them (or about a like-minded group of customers). Armed with this information, you can design marketing messages highly relevant to that audience segment. Great. Why his? Great. Why his?
  • CINTELL  |  WEDNESDAY, FEBRUARY 10, 2016
    [Customer, Purchase] Live Blogging from the SiriusDecisions Forum on Operationalizing Personas
    Christina highlighted the fact that deploying personas across the organization can position portfolio marketers as the internal expert on the customer, increasing their internal visibility and maybe delivering the elusive respect they deserve. Top Challenges Related to Buyer Personas. The Role and Importance of Personas. What Can We Do?
  • BIZNOLOGY  |  TUESDAY, FEBRUARY 9, 2016
    [Customer, Purchase] 4 Elements that drive B2B direct marketing results
    Secondly, determine the job functions and titles of the likely individuals who would be involved and/or responsible for making the purchase decision. Actually, it isn’t as easy as it may appear, as most companies have not profiled their customer and/or prospect base, and can’t identify the industry codes. Do You Know the Basics?
  • VIEWPOINT  |  MONDAY, FEBRUARY 8, 2016
    [Customer, Purchase] 4 Things a CMO Should Do to Build Their Marketing Dream Team (Part One)
    To generate short-term success, CMOs can purchase an expensive list of leads, but Matt warns against that strategy. It’s costly and marketing teams will end up depending on purchased lists to generate pipeline growth in the future. In a recent interview, I sat down with Matt Heinz to pick his brain. Matt Heinz.
  • CUSTOMER EXPERIENCE MATRIX   |  SUNDAY, FEBRUARY 7, 2016
    [Customer, Purchase] Marketing attribution systems: a quick look at the options
    You need the individual data to know who saw which messages and who ended up making a purchase. Classic marketing mix models instead look at promotion expense by channel by market (usually a geographic region, sometimes a demographic or other segment) and find correlations over time between spending levels and sales. Or not.
  • SALESPREDICT  |  THURSDAY, FEBRUARY 4, 2016
    [Customer, Purchase] How to Use Predictive Lead Scoring
    And the predictive insights that some solutions provide can give sales the info they need to warm up cold calls and close more deals, while helping both teams uncover or validate their highest-converting micro-segments. This is what we call micro-segmentation. 5. Target & Customize, Customize, Customize.
  • ACT-ON  |  TUESDAY, FEBRUARY 2, 2016
    [Customer, Purchase] Segmentation: 5 Steps to Help You Send Emails That Your Prospects Actually Want to Read
    The percentage of emails being considered SPAM is hovering somewhere around 70%, This means that email marketers need to be savvier than ever when figuring out how to reach potential customers. The answer to these email marketing woes is segmentation and personalization. Do you know what their biggest pain points are? Of course not.
  • HINGE MARKETING  |  TUESDAY, FEBRUARY 2, 2016
    [Customer, Purchase] AEC Marketing: The Upcoming Elections Demand Change
    In a Forrester study last year, 74% of B2B buyers told Forrester they research half or more of their work purchases online. Market segment messaging backs up that value proposition and articulates the firm’s expertise in the market. Conferences and tradeshows used to be the best way to connect with federal purchasers.
  • BIZNOLOGY  |  FRIDAY, JANUARY 29, 2016
    [Customer, Purchase] Integrating mobile video branding into the auto purchase funnel
    Getting those opportunities right requires manufacturers, but most importantly dealers to engage with the customer long before they meet them, even before they know what they want. We draw inference from Search interest analytics, internal site searches, database segmentation, and behavioral tracking. Part One. The Good for Me?
  • MODERN B2B MARKETING  |  THURSDAY, JANUARY 28, 2016
    [Customer, Purchase] 3 Strategies for Maximizing Email Deliverability
    Is getting a few email clicks worth losing customer engagement? Segment by Engagement. Second, do not, I repeat, do not purchase lists. Author: Mike Madden Let’s get one thing straight: deliverability is sexy. Don’t let anyone tell you otherwise. It’s the only way your emails get seen, opened, and clicked on. Don’t Buy Lists.
  • IT'S ALL ABOUT REVENUE  |  WEDNESDAY, JANUARY 27, 2016
    [Customer, Purchase] 3 Must-Haves to Convert One-Time Shoppers to Loyal Customers
    Part of that reflection needs to focus on leveraging 2015’s data (especially the customer information gleaned in the holiday bustle) and using it to convert one-time Christmas buyers to all-the-time customers. So it’s a no-brainer to create loyal customers out of those that have recently engaged with your company.
  • MODERN B2B MARKETING  |  WEDNESDAY, JANUARY 27, 2016
    [Customer, Purchase] How to Evolve Your Prospect Management in a Predictive World
    Customer data is exploding, and it’s now spread across several different systems inside and outside a company. Build a portfolio of ideal customer groups. This approach lets you create a portfolio of key customer profiles. Activate your customers’ journeys. The current state of disconnect. Expand with confidence.
  • PAUL GILLIN  |  TUESDAY, JANUARY 26, 2016
    [Customer, Purchase] Here’s What 25 B2B Marketers Think Are the Key Trends in 2016
    Contact influencers in your market – or even your own customers or subject matter experts – and ask them for short paragraphs on a topic, then combine that content into an e-book. love this content concept, and it’s an idea more B2B marketers could adopt. picked a few quotes from the e-book that I really like.
  • ACT-ON  |  MONDAY, JANUARY 25, 2016
    [Customer, Purchase] Good, No, GREAT Things Come in Threes: Build a Winning Trio for Customer Success
    Integrate those two and you are moving in the right direction, but add the customer success team into the mix too, and you’ve unleashed the ability to unify communication and engagement across all phases of the customer lifecycle, creating a winning team trifecta. Gone are the Days of “One and Done” Customer Lifecycle Marketing.
  • VERTICAL RESPONSE  |  FRIDAY, JANUARY 22, 2016
    [Customer, Purchase] 15 Must-Haves for a Solid Email Marketing Program
    You’ve heard how a targeted email campaign can transform your marketing communications into a thing of beauty, bringing in new leads, increasing your revenue and creating customer loyalty. Segment your list , fine tuning which kinds of messages you’ll send to targeted groups. Listen closely to customer feedback.
  • CMO ESSENTIALS  |  WEDNESDAY, JANUARY 20, 2016
    [Customer, Purchase] Strategy, Growth, and Account-Based Marketing: A CMO Speaks
    At Triblio, I determined through trial and error – along with feedback from customers, prospects, and partners – that “account-based marketing for the web” was the best messaging for us. For example, even when I led teams of 40-50 people, it was in a specific area like CRM or ecommerce focused on a specific customer size. ” 2.
  • MODERN B2B MARKETING  |  WEDNESDAY, JANUARY 20, 2016
    [Customer, Purchase] Sell, Don’t Repel: How to Make Sense of the Retargeting Landscape
    Segmenting your audience is the first step to a successful retargeting strategy. Your ideal customer should not be “anyone who visited the site this month.” Here are some specific audiences you should consider targeting with customized messages : Cart abandoners:  These are likely your hottest prospective customers.
  • ACT-ON  |  MONDAY, JANUARY 18, 2016
    [Customer, Purchase] Agency: Bottom-Line Boosters for Marketing Agencies to Adopt in the New Year
    with the goal of attracting new customers, retaining current ones and increasing the value of existing customer relationships. Email Marketing – Great email marketing campaigns involve creating multi-stage, automated campaigns to generate and nurture leads and keep current customers coming back for more. So why do it now?
  • HUBSPOT  |  FRIDAY, JANUARY 15, 2016
    [Customer, Purchase] 8 Personalization Tactics That Are Turning Off Your Buyers
    The amount of personalization should be based on the customer relationship. But sometimes things go from customized to flat-out disturbing. The retail giant tracked its buyers’ pregnancy stages based on purchases and quickly got on the creeper list, leading to a PR nightmare that ultimately hurt the brand. 50% off!”
  • ION INTERACTIVE  |  THURSDAY, JANUARY 14, 2016
    [Customer, Purchase] 10 Ways to Make Your Static Content Interactive
    Not only does it make the experience feel more custom to each user, but it gives Fiserv data on how their users are interacting with the experience.  . 2: Let your users rate your content. This type of segmentation is more useful to the user while still gaining valuable information about them at the same time.  . 4: Add a short quiz.
  • ACT-ON  |  WEDNESDAY, JANUARY 13, 2016
    [Customer, Purchase] Three Ways to Increase Bottom-of-Funnel Leads Using Data-Driven Marketing
    more complex form of predictive analytics might involve using tools such as Everstring , who leverages your ideal customer profile against a directory of 11 million B2B companies to help you identify and target your next customer. Two: Create Custom Messaging to Nurture Existing Leads. Sound confusing? Why do we care? Surprised?
  • KOMARKETING ASSOCIATES  |  TUESDAY, JANUARY 12, 2016
    [Customer, Purchase] 2 Lessons Marketers Can Learn From Star Wars
    Backstory is part of a strategy to build believability and depth between customers or prospects and our brands, in all the places and ways we connect with them. According to an IDC study released about a year ago, 65% of B2B buyers usually engage a sales rep only after they’ve already made a purchase decision. Backstory In Business.
  • HUBSPOT  |  TUESDAY, JANUARY 12, 2016
    [Customer, Purchase] Google Gives Road Map to Retailers With New Analytics
    The more information a business has about its customers, the better that business can sell, right? It’s why marketers work so hard to develop buyer personas and then segment contact lists a million different ways—everything is designed to reach the customer exactly where they are and exactly when they’re ready to make a purchase.
  • CMO ESSENTIALS  |  MONDAY, JANUARY 11, 2016
    [Customer, Purchase] What Does Personalization Mean in Marketing?
    We’ve been hearing about  marketing personalization for a while now and are even told that customers demand and expect a level of personalization that few retailers can deliver. The dirty little secret,” she added, “is that companies have, on average, only three segments.”. Are Your Segments “Coarse”?
  • IT'S ALL ABOUT REVENUE  |  MONDAY, JANUARY 11, 2016
    [Customer, Purchase] The Four C’s of Marketing Orchestration Testing
    Customer. The customer and what we know about them. This is when we start to test engagement, not campaign engagement but customer engagement, has a particular group engaged within the last 6 months? If we look at purchase behavior we can then look at purchase intent! − Database Segmentation. Content.
  • 6SENSE  |  THURSDAY, JANUARY 7, 2016
    [Customer, Purchase] How To Build a Rockstar B2B Marketing Team
    Product Marketing – having someone on your team, no matter whether you’re a company of 20 people or 2,000, who is committed to understanding your customer, your competitors and your unique value proposition is nonnegotiable. In 2016, B2B marketing will be dominated by teams who’ve figured out data-driven, customer-centric marketing.
  • HUBSPOT  |  THURSDAY, JANUARY 7, 2016
    [Customer, Purchase] Omnichannel: A Fancy Word for Increasing Product Discoverability
    So, trying to persuade them to purchase won’t be as much of a need in 2016 as compared to years past during the economic downturn. No, this year, attracting and converting customers will be the biggest challenge, especially for brands who have not embraced the omnichannel trend. The key is to stay flexible and follow the customers.”.
  • VERTICAL RESPONSE  |  WEDNESDAY, JANUARY 6, 2016
    [Customer, Purchase] Google Analytics 101: What Every Small Business Owner Should Know about the Powerful Website Analysis Tool
    Understanding your customers well enough to ensure you’re giving them what they want and need — that’s the key to success for any small business in any industry. They’re every bit as important as the customers you deal with face-to-face. For example, e-retailers might count a purchase as a goal.
  • HUBSPOT  |  WEDNESDAY, DECEMBER 30, 2015
    [Customer, Purchase] 6 Essential Nurturing Workflows For Every B2B Company
    Get the lead to contact you to inquire more about your services/product or make the purchase online. lead nurturing workflow functions with the end goal of converting leads into marketing qualified leads (or MQLs), which in turn brings them further down the sales funnel, and one step closer to becoming a customer. The Key Takeaway.
  • SALESFUSION  |  TUESDAY, DECEMBER 29, 2015
    [Customer, Purchase] Get Over Your Fear of Marketing Automation Software
    You oftentimes no longer need to reinvent the wheel as there are automated campaign sequences (with extensive rules) that you can adopt, adapt and then customize along with increased WYSIWYG rich text tools. And, you better get started now because by 2020, customers will manage 85% of their relationships without talking to a human.
  • SALESFUSION  |  TUESDAY, DECEMBER 29, 2015
    [Customer, Purchase] Get Over Your Fear of Marketing Automation Software
    You oftentimes no longer need to reinvent the wheel as there are automated campaign sequences (with extensive rules) that you can adopt, adapt and then customize along with increased WYSIWYG rich text tools. And, you better get started now because by 2020, customers will manage 85% of their relationships without talking to a human.
  • HUBSPOT  |  TUESDAY, DECEMBER 22, 2015
    [Customer, Purchase] Increasing Engagement for Regional Publications
    You’ll want to pay attention to this distinction: it impacts the monetization channels that you choose for each audience segment. Note: This does NOT mean you should purchase lists for mailing. Plan to Segment Your Marketing Efforts. As you collect more data about your audience, you’ll start to build clearer customer segments.
  • ACT-ON  |  TUESDAY, DECEMBER 22, 2015
    [Customer, Purchase] Tips to Improve Customer Loyalty: Necessity is the Mother of Retention
    My to-do list is clear, and all I have left to do is write a blog post about customer retention. Do they know I’m writing a blog post on customer loyalty? One thing is obvious, the Starbucks marketing team knows a thing or two about customer retention. Instead, use your marketing automation software to improve customer loyalty.
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