• 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.
  • AGGREGAGE B2B WHITE PAPERS  |  FRIDAY, SEPTEMBER 16, 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  |  FRIDAY, SEPTEMBER 16, 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  |  FRIDAY, SEPTEMBER 16, 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.
  • 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.
  • ANNUITAS  |  THURSDAY, JULY 21, 2016
    [Customer, Purchase] Lessons Learned From a Startup
    Purchases are highly transactional. You have mere seconds to capture someone’s attention (vs. a six-month sales cycle for a large enterprise purchase). If you don’t understand your buyers – what drives their need and purchase – then how can you market to them? But what did I know about the food delivery business?
  • VERTICAL RESPONSE  |  THURSDAY, JULY 21, 2016
    [Customer, Purchase] Email Reactivation
    That’s what makes it a great time for rejuvenating your email marketing campaign, giving a shout-out to existing customers who seldom if ever respond, click or buy. “Consumers don’t just trust email, they look to it for purchasing decisions,” the study notes. Segmenting audiences. Baiting the hook.
  • IT'S ALL ABOUT REVENUE  |  THURSDAY, JULY 21, 2016
    [Customer, Purchase] How Marketers Should Engage Their Mobile User
    And mobile marketers have even less time to capture the eye of a potential customer, acquire an app install , or win over a brand ambassador; making it essential to drive users to the right content, at the right time. Your CTAs will become more effective because the customer journey is suddenly seamless, and engagement will naturally improve.
  • CONTENT STANDARD  |  TUESDAY, JULY 19, 2016
    [Customer, Purchase] Ink and Bytes: Using Print in Your Digital Marketing Strategy
    By using traditional collateral to push one funnel while digital material pushes another, brands can end up accidentally creating artificial audience segments that are only informative insofar as they tell you where a viewer initially was onboarded—which frequently won’t give you a full picture of what interests or engages your audience.
  • IT'S ALL ABOUT REVENUE  |  THURSDAY, JULY 14, 2016
    [Customer, Purchase] What the Heck is Cross Channel Marketing and Why Would I Want To Do It?
    Cross-channel marketing or multi-channel marketing or omni-channel marketing or whatever term you prefer is all about engaging with your customer or prospect across every digital channel and any device. It’s no secret that the best customers are the ones who engage with brands across multiple channels. How much growth?
  • 6SENSE  |  WEDNESDAY, JULY 13, 2016
    [Customer, Purchase] Blurred Lines: B2B Marketers Take a Page from B2C Tactics – B2B ESP
    New systems like 6sense help us realize the actual value of this data, enabling us to derive actionable intelligence that enhances our ability to engage with our customers. Jeff Siegel: Ultimately, B2B is still all about the customer. B2B ESP has finally arrived! What is the importance of data to your marketing and sales strategies?
  • MODERN B2B MARKETING  |  WEDNESDAY, JULY 13, 2016
    [Customer, Purchase] 5 Ways to Win with Web Personalization
    And this meaningful experience is something that your web visitors have now come to expect—speaking directly to their buying habits and guiding them in a purchasing direction they’re confident in. Your potential customers and customers want to feel like individuals , not like a record to your growing database.
  • PUREB2B  |  TUESDAY, JULY 12, 2016
    [Customer, Purchase] 15 Effective Ways to Reduce Cost Per Acquisition
    Put in simpler terms, ask yourself: how much of your marketing budget has to be spent to get a paying customer? By prioritizing the reduction of acquiring new customers, you’re able to control cost from the onset. Turning this around is as simple as being straightforward about the total amount of the purchase, including shipping fees.
  • KAPOST  |  FRIDAY, JULY 8, 2016
    [Customer, Purchase] Don’t Be Boring: What Creative B2B Marketers Can Learn from B2C
    As if B2B marketers sit around dreaming, “If only I could be a B2C marketer—oh, all the flashy ads and brand loyal customers I’d have!” Segment. But no one does customized content like a B2C company. People, either in groups or individually, will make the purchase decision. ” Yeah, no. Be relevant.
  • CAPTORA  |  THURSDAY, JULY 7, 2016
    [Customer, Purchase] Learning to Love TOFU
    The way that we’re thinking about it is we have a CEO group, a few of our CMOs, and our customer base are having this discussion right now. What multiple is applied to your revenue for that brand, and how does that compare to other companies in your market segment?”. What’s a new customer worth to you? Why is that?’.
  • MODERN B2B MARKETING  |  THURSDAY, JULY 7, 2016
    [Customer, Purchase] Q&A: The Big Email Marketing Questions Answered
    Lifecycle stage:  Emails sent to recipients who are in an earlier stage of the customer lifecycle, like welcome emails, usually work better than emails to long-term subscribers, so you need to break these out accordingly. Segmentation and Targeting. Changing your welcome email content to be relevant for different audience segments.
  • VERTICAL RESPONSE  |  WEDNESDAY, JULY 6, 2016
    [Customer, Purchase] Attitude of Gratitude
    That’s why it’s so important to let those in your current customer base know how much you value their business. The likelihood of selling to an existing happy customer is up to 14 times higher than that of selling to a new customer, reports a Marketing Metrics study. Here are some tips for crafting thank you emails.
  • INFER  |  WEDNESDAY, JULY 6, 2016
    [Customer, Purchase] 5 Ways to Supercharge Sales with Predictive Lead Scoring
    Our customer, Social Tables reinvented its definition of MQLs and started filtering anything below leads rated an “A” or “B” out of its sales queue — and this more focused approach resulted in a $500,000/month increase in their pipeline. Predictive can also play a big role when you’re expanding into new markets or segments.
  • INFER  |  WEDNESDAY, JULY 6, 2016
    [Customer, Purchase] 5 Ways to Supercharge Sales with Predictive Lead Scoring
    Our customer, Social Tables reinvented its definition of MQLs and started filtering anything below leads rated an “A” or “B” out of its sales queue — and this more focused approach resulted in a $500,000/month increase in their pipeline. Predictive can also play a big role when you’re expanding into new markets or segments.
  • ACT-ON  |  FRIDAY, JULY 1, 2016
    [Customer, Purchase] How to Focus Your Marketing Efforts Through ToFu, MoFu and BoFu Stages
    Like this one: The image might be slightly antiquated, however, the concept behind the lead funnel remains crucial in understanding how your leads move from totally unaware of you to being a happy customer. They may have stumbled across your name relatively late in their exploration, and be almost ready to consider a purchase. Blogs.
  • VERTICAL RESPONSE  |  WEDNESDAY, JUNE 29, 2016
    [Customer, Purchase] Autoresponders 101
    Email works three times faster than display advertising, stays in the minds of consumers better, and increases the likelihood of purchasing in 47 percent of consumers, according to a study by Teradata. Engaging customers — Consistent communication of valuable content is a great way to keep your brand front-of-mind for customers.
  • BIZIBLE  |  MONDAY, JUNE 27, 2016
    [Customer, Purchase] How to Generate Qualified Leads and Delight Your Sales Team
    The score does not correspond to how deep the prospect is in the funnel, but rather how closely they mimic your target customer. For example, if your ideal customer is a marketer who uses marketing automation and a CRM, a lead who comes in and matches each of those could be an A grade. Which types of companies are your ideal customer?
  • TONY ZAMBITO  |  SUNDAY, JUNE 26, 2016
    [Customer, Purchase] 5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research
    Whereby an audience is a community of people and organizations who share common, as well as, unique goals and yet may exhibit different behaviors when it comes to influencing, decision-making, and purchasing. Focus on Customer Scenarios. Their buyer persona research uncovered multiple goal-directed scenarios in multiple segments
  • IT'S ALL ABOUT REVENUE  |  WEDNESDAY, JUNE 22, 2016
    [Customer, Purchase] B2B Lead Nurturing Myths That Promote Sales Pipeline Leaks
    Segment leads according to the content they have downloaded and what you have learned about their demographics. Bear in mind that some of the information you need for scoring and segmenting your leads will likely not be available by looking at online information only. “A small leak will sink a great ship.” Forget the myths.
  • SALESPREDICT  |  TUESDAY, JUNE 21, 2016
    [Customer, Purchase] Deliver More Sales Qualified Leads Using Predictive Intelligence
    While marketers might not have such a hard a time generating a large volume of leads (quantity), they are having an increasingly tough time attracting leads that convert into sales opportunities and eventually into customers (quality). They can also learn the best actions to take to keep prospects moving forward towards a purchase.
  • CUSTOMER EXPERIENCE MATRIX   |  FRIDAY, JUNE 17, 2016
    [Customer, Purchase] Strikedeck Adds Automation to Customer Success Management
    I first started paying attention to “customer success management” systems when I realized they were assembling data from multiple sources to build a consolidated customer view – something that could potentially serve other departments throughout the organization. This allows for standard treatments to be fully automated.
  • 6SENSE  |  THURSDAY, JUNE 16, 2016
    [Customer, Purchase] Forbes and 6sense: The Publisher – Predictive Intelligence Solution
    The goal of this partnership is to help our clients adapt and excel in today’s shifting environment by bringing customer data, media execution and predictive intelligence together to deliver tangible business outcomes for our clients. At the SiriusDecisions summit this year we announced a first-of-its-kind partnership with Forbes Media.
  • DISCOVERORG  |  WEDNESDAY, JUNE 15, 2016
    [Customer, Purchase] Marketing Survey Results Reveal 3 Main Impact Areas for Success
    Today, one well-written eBook is unlikely to be enough to walk a potential customer all the way from the moment of discovery to the finish line of a sale. Buying cycles for some products & services are long and take months from discovery to purchase. Share your story and let your voice be heard by taking the survey!
  • IT'S ALL ABOUT REVENUE  |  WEDNESDAY, JUNE 15, 2016
    [Customer, Purchase] Cross-Channel Marketing Technology: A Pillar of the Overall B2C Ecosystem
    Less than 1 in 4 marketers say they understand customer journeys and adapt the channel mix accordingly. 89% of marketers admit they have challenges when it comes to creating a single view of the customer. Today, certain technologies can link all the unique cross channel identifiers of a customer back to a single unique identifier.
  • 6SENSE  |  TUESDAY, JUNE 14, 2016
    [Customer, Purchase] Myth Busting: Understanding Profile-Based Segmentation Analytics vs. Intent-Based Predictive Intelligence
    is a company in your database but isn’t a current customer. But didn’t we start out with defining the ideal customer above using some basic rules of thumb? Such data is more interesting in the context of micro-segmentation for things like competitive take-out plays and broad-base targeting. Now Acme Inc. Bingo! Or Or is it?
  • SALESPREDICT  |  TUESDAY, JUNE 14, 2016
    [Customer, Purchase] How Predictive Intelligence Helps B2B Marketers with Buyer Targeting
    Predictive intelligence can help identify and analyze behavior and intent data to provide a 360-degree view of prospects and their paths to purchase. Today, B2B prospects understand that companies are capturing information about them and therefore, they expect a customized purchasing experience. How bad is it?
  • BIZIBLE  |  FRIDAY, JUNE 10, 2016
    [Customer, Purchase] Why Every Marketing Leader Should Develop A Marketing Technology Roadmap
    So what’s the lay of the technology land when it comes to the technologies that store, segment, report and grow your customer database? Your database was once an Excel sheet or rolodex of customer contact information. When do certain tools that help with segmenting or automating emails and serving ads become necessary?
  • MODERN B2B MARKETING  |  FRIDAY, JUNE 10, 2016
    [Customer, Purchase] How to Beat Dunbar’s Number with MarTech
    With marketing technology (MarTech for short) like marketing automation, CRMs, and referral automation software, which work together to manage and nurture prospect and customer relationships to build a trusted and significant connection with them. He discovered by accident that for humans, the magic number is 150 people. Marketing Automation.
  • HUBSPOT  |  THURSDAY, JUNE 9, 2016
    [Customer, Purchase] How to Make the Customer the Hero of Your Story
    You may want to don the cape, drive the Batmobile, and kick the villain's butt (and who could blame you?), but most brands overlook the interests of customers when they focus on themselves. The harsh reality is that your customers don’t care about your company or products - they only care about how you’ll meet their needs. Business
  • MODERN B2B MARKETING  |  THURSDAY, JUNE 9, 2016
    [Customer, Purchase] 3 Ways Marketing Automation Helps Higher Ed Marketers Succeed
    Their students are their buyers, just like they are buyers when they purchase other products or services. With the plethora of information and resources available to guide them in their purchasing decisions, buyer behavior (prospective students included) continues to become more fragmented, self-directed, and non-linear.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, JUNE 8, 2016
    [Customer, Purchase] Six methods for smarter marketing segmentation
    Ask any marketer if they’re interested in smarter segmentation with their lists, campaigns, or otherwise and you’re sure to raise a few eyebrows. The problem with segmentation is two-fold: You’re not doing it. Segment more granularly where you can. Plot prospects on the customer lifecycle path. Brooke B.
  • ACT-ON  |  WEDNESDAY, JUNE 8, 2016
    [Customer, Purchase] B2B Ad Retargeting: Re-engage Website Visitors without Breaking the Budget
    commerce sites like Amazon and Zappos regularly deploy ad retargeting. I bet you’re thinking that a customer who spends $100 at Amazon is nothing like the business solution-seeking prospect you’re trying to lure. It’s highly unlikely that your prospect will make a purchase decision during the limited time she spends at your website.
  • HINGE MARKETING  |  MONDAY, JUNE 6, 2016
    [Customer, Purchase] How to Develop a Winning Go-to-Market Strategy for Your Firm
    business plan is broader in scope and considers every aspect of a business, while a go-to-market strategy is focused specifically on delivering a product or service to an end customer. Which segment are you likely to add the most value to? Which segments are most likely to be a good fit with your firm? the thought leader?
  • DISCOVERORG  |  THURSDAY, JUNE 2, 2016
    [Customer, Purchase] The Most Untapped Leverage Point For B2B Growth
    Throughout the life of a lead, from Marketing to Sales Development to Sales to Customer Success, good data facilitates and maximizes growth. Compelling messaging is best produced using effective segmentation. High quality intelligence can give you massive leverage across multiple departments, in ways you might’ve never even considered.
  • READYPULSE  |  WEDNESDAY, JUNE 1, 2016
    [Customer, Purchase] Create a Winning Influencer Marketing Program – 9 Questions Marketers Must Answer
    Develop a closer relationship with your brand’s influencers so you can leverage them as tastemakers for your target customers. But you must also be able to answer the question of who is your ideal influencer – the person that will have the most sway with your brand’s target customer. Some of the best ideas come from your key customers.
  • IT'S ALL ABOUT REVENUE  |  WEDNESDAY, JUNE 1, 2016
    [Customer, Purchase] 9 Reasons Marketers Need a Data Management Platform
    Data that is anonymous with the most amount of reach, least amount of exclusivity, and is purchased through a marketplace (and bid on) based on its reach and cost parameters. You want to maximize segmentation and scale campaigns. The more you know about your customers and prospects, the more precisely you can target and market.
  • ACTIVEDEMAND  |  TUESDAY, MAY 31, 2016
    [Customer, Purchase] Personalization and Behavior-Based Trigger Marketing
    Personalization and Behavior-Based Trigger Marketing In today’s marketing landscape, it’s becoming increasingly more obvious that it’s the end customer who drives marketing. We’re going to discuss just how personalization based on data collection is key to behavior-based trigger marketing. But Where Does Behavioral Targeting Fit In?
  • CEROS  |  TUESDAY, MAY 31, 2016
    [Customer, Purchase] 7 Ways to Engage with Social Media Leads
    Following your contacts on Twitter can give you additional insight into their activity and interests, and you can segment your contacts and target relevant messages directly to them. Segmenting into categories based on interest or demographics also ensures your content is more customized and valuable to your contacts – a key to engagement. 2.
  • HUBSPOT  |  WEDNESDAY, MAY 25, 2016
    [Customer, Purchase] A Simple Guide to Mastering the Basics of Effective Social Media Advertising
    If your objective is to convert leads further down the funnel to marketing qualified leads for your sales team or customers, middle and bottom of the funnel content like free trials or purchase offers should be promoted via retargeting. Behavior Targeting: Target based on purchase behavior or intent, device usage and more.
  • LATTICE  |  TUESDAY, MAY 24, 2016
    [Customer, Purchase] The Next Generation Platform for Account-Based Everything is Here!
    For example: Demandbase runs an account-based program across 3,000 accounts (including enterprise and mid-market segments). Customers have been able to use scores with intent data to get better fidelity insights into who is in market. They’ve seen up to 285% higher win rates and 35% higher deal sizes. invite you to learn more.
  • ACT-ON  |  TUESDAY, MAY 24, 2016
    [Customer, Purchase] Demand Generation 101: 7 Tactics For Generating High Quality Leads
    Your audience should be more likely to purchase your products or services,” said Rachel Rosin , Act-On’s Web and Content Optimization Manager. The most important goal, however, is to generate higher revenue from your marketing source leads,” said Janelle Johnson , Act-On’s Senior Director for Global Segment Marketing. The players.
  • IT'S ALL ABOUT REVENUE  |  THURSDAY, MAY 19, 2016
    [Customer, Purchase] Email Marketing: Going Beyond a Unique Open and Click
    This is where database segmentation comes into play and more importantly database engagement segments. What Are Engagement Segments? Simply put, engagement segments are groups of customers placed into various buckets dictated by the last time that they interacted with an email. What Are These Segments?
  • ACT-ON  |  WEDNESDAY, MAY 18, 2016
    [Customer, Purchase] 7 Things About Online Reviews Every B2B Business Needs to Know
    And if you add in businesses’ responsibility to respond to how they are reviewed, we tip into the territory of customer service. Expand your focus just a bit and you might think of customer reviews as a way for customers to tell their stories. Really positive customer stories, of course, are sometimes known as case studies.
  • FATHOM  |  TUESDAY, MAY 17, 2016
    [Customer, Purchase] Getting to the Heart of It: CRM Technology
    Customers and clients are at the heart of any good business. Customer Relationship Management (CRM) is what keeps that heart beating. This not only means better relationships and communications with customers, it can also mean significant savings and increased revenue. Popular CRM Tools. Microsoft Dynamics. Hubspot. Oracle.
  • VIDYARD  |  TUESDAY, MAY 17, 2016
    [Customer, Purchase] Everything You Need to Generate, Score, and Nurture Leads with Video
    Surely you already have basic scoring and segmentation in place, but are you using video consumption to help build a clearer picture of a lead’s profile and intent? Nurturing Leads to Purchase with Video. Or at least, not very large ones: nurtured leads make 47% larger purchases than non-nurtured leads. We know. Get the Guide.
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