VisionEdge

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Customer Conversations: Identifying & Measuring Your Marketing Campaign Goals

VisionEdge

If the desired business outcome is related to customer acquisition or demand generation, your performance targets for the program (depending on what it is and where in the buying cycle it is being deployed) may consist of a certain number of inquiries, appointments, or even quote requests. .

Using Customer Lifetime Value to to Improve Marketing Investment Decisions

VisionEdge

It makes sense to invest more of your marketing dollars in customers that are more profitable and prefer to buy from you, cost less to serve, and recommend your services thereby helping to reduce new customer acquisition costs. . . Uncategorized CEO CMO Customer Acquisition customer engagement Customer Lifetime customer lifetime value Customer Retention marketing ROI

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Weaving Contextual Data into Models

VisionEdge

As a result, you can reduce the cost of customer acquisition and the cost of sales. Many companies are developing opportunity scoring models which essentially assign a predetermined numerical score to specific behaviors or statuses within a database. The purpose of opportunity scoring is help sales people know which opportunities are sales ready and worthy, and therefore take priority. Often variables such as title, company, and industry, serve as the basis for the scoring model.

3 Attributes to Extend Your CMO Longevity

VisionEdge

They also understand that their job is to translate these outputs into something relevant and meaningful to the leadership team, such as how marketing’s contribution is reducing the sales cycle/accelerating customer acquisition, reducing the cost of acquisition or retention, and improving product adoption and win rates. As 2013 winds down and we prepare to enter 2014, there are bound to be a few changes in the CMO line up.

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Customer Conversations: Identifying Revenue Opportunities Using Customer Analytics

VisionEdge

With that in mind, I asked her whether her organization uses metrics such as profit margin, customer value, customer lifetime value, and customer acquisition (quantity, cost and time dimension) to measure the value of her group.

Measures for the C-Suite

VisionEdge

His premise is that finding, keeping and growing profitable customers form the basis of marketing’s role: We can easily connect finding a customer to customer acquisition and keeping and growing to customer penetration and growing customer value. The actual numbers of customers you acquire, as well as the rate of acquisition, are key.

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Measuring the Pay-Off for Customer Loyalty

VisionEdge

All of these facts are about the business value of creating customer loyalty, that is the bottom line impact of customer loyalty – reduce cost to serve, lower cost to acquire, increase in rate of customer acquisition, increase in the value of existing customers. Repurchase of existing products vs. acquisition of net new customers are two different outcomes and as such will mostly likely entail different strategies and programs.

Transitioning from Service Provider to Value Generator

VisionEdge

Product adoption/acceptance, customer acquisition, customer retention, customer growth, market share, etc. Are you one of those superhero marketing organizations? You know, the “1-800 I need a presentation, brochure, case study, or email campaign NOW” marketing organizations that takes urgent requests and turns on a dime? . Feeling pretty good about your responsiveness?

Measuring the Value of Social Marketing and Media

VisionEdge

For example increasing customer trial or share of preference may be tied to business outcomes around new customer acquisition or accelerating the rate of customer acquisition in order to impact revenue and market share. Hardly a week goes by when you don’t read or hear about social marketing or social media, the terms social marketing and social media are frequently used so it’s probably a good idea to define what we mean by these two terms.

Measuring the Value Social Marketing and Media

VisionEdge

For example increasing customer trial or share of preference may be tied to business outcomes around new customer acquisition or accelerating the rate of customer acquisition in order to impact revenue and market share. Hardly a week goes by when you don’t read or hear about social marketing or social media, the terms social marketing and social media are frequently used so it’s probably a good idea to define what we mean by these two terms.

Embracing Cross-Channel Analytics to Create a Competitive Advantage

VisionEdge

The emergence of Yahoo Web Analytics, Adobe’s acquisition of Omniture (recall that Omniture acquired Visual Sciences, WebSideStory, Offermatica, Instadia, and TouchClarity), and Google’s continued push into the enterprise all signal an increased emphasis on multichannel data analysis. There has been more discussion about cross-channel analytics as more organizations leverage both digital and traditional vehicles in their communication mix.

What Microsoft's Acquisition Of LinkedIn Could Mean For B2B Marketers

bizible

Microsoft’s acquisition of LinkedIn holds enormous potential for helping B2B marketers reach their audiences and improve revenue generation. In this post we’ll discuss the possibilities that emerge from one of the biggest tech acquisitions to date.

Spamhaus Risk and the Future of Email Acquisition

Modern Marketing

Email address acquisition is the life blood of any growing email marketing program. So anytime someone proposes a change to acquisition practices, smart marketers get worried.

Latest Marketing Technology Acquisitions Bypass Marketing Automation Vendors

Customer Experience Matrix

On May 6, AOL and Google announced their respective acquisitions of attribution vendors Convertro and Adometry. After years of big marketing automation acquisitions, these transactions show industry giants investing in a different type of marketing technology.

Content Strategy Before Technology Acquisition

Sales Engine

Content marketing gurus all seem to be talking about the need to create experiences for marketing to engage with buyers, but what does that mean to the average B2B company?

Tear Down the Silos: 5 Steps to Improving Customer Acquisition

Modern Marketing

Marketers are deploying a myriad of programs, processes and technologies to deliver on their customer acquisition goals. Total customer acquisition and satisfaction results are what matter, not individual or functional greatness.

15 Effective Ways to Reduce Cost Per Acquisition

B2B Marketing Insider

Cost per acquisition (CPA) refers to the amount of marketing or advertising money spent to convert or acquire leads who click on your site or respond to your call to action (CTA). The post 15 Effective Ways to Reduce Cost Per Acquisition appeared first on Marketing Insider Group.

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What LinkedIn’s Acquisition of Bizo Means For Marketing

Modern Marketing

” Yesterday, LinkedIn announced its acquisition of Bizo, a leader in business audience marketing. Customers who embrace this approach to open platforms can easily orchestrate complementary experiences alongside the customer acquisition and retargeting done with Bizo.

Teradata Integrates Its Marketing Automation Acquisitions for Enterprise Marketers

Customer Experience Matrix

Last year’s biggest marketing automation acquisitions were products for consumer marketing: ExactTarget by Salesforce.com , Neolane by Adobe , and Responsys by Oracle.

Greg Head, Infusionsoft CMO: 2 Metrics to Better Understand Your Customer Acquisition Cost and Lifetime Value

Crimson Marketing

To determine the answer, says Greg Head, CMO of leading email marketing and sales platform Infusionsoft, you must first arrive at a true understanding of both your Cost of Acquisition of a Customer (CAC) and the Lifetime Value of a Customer (LTV).

What Email Marketing Acquisition Best Practices and a First Date Have in Common

Modern Marketing

The how, where, and when of acquisition are as critical a factor in the success of that email program as anything else you can create. And asking for permission and setting expectations are two basics when it comes to email acquisition.

Customer Acquisition: In-House or Outsourced?

B2B Marketing Insider

The post Customer Acquisition: In-House or Outsourced? Lead generation capabilities have become a key factor that determines a business’ success or failure.

Use Commerce Data to Inform Top-of-Funnel Acquisition

Modern Marketing

To start, you need a plan for capturing commerce data to inform your acquisition strategy. Today’s online customers have all the information they need about your company at their fingertips.

Email: Retention Strategies in an Acquisition World

Marketing Action

Recently David sat down with me to discuss a topic he said is under-addressed: Using acquisition email in a retention-based world. Acquisition email is mail that goes to someone I don’t have a relationship with yet. The Promise and Peril of Acquisition Email.

All CMOs are Planning to Increase New Customer Acquisition: How Predictive Can Help

Lattice

The post All CMOs are Planning to Increase New Customer Acquisition: How Predictive Can Help appeared first on Lattice Engines. new customer acquisition predictive marketingHow Predictive Marketing Can Help You Acquire New Customers.

New developments in B2B marketing list acquisition

Biznology

Photo credit: Wikipedia. To reach cold prospects among business audiences, sales and marketing teams often begin by developing a list of prospective targets. Marketers can find just about every target company, title and job function they need from traditional list suppliers.

Acquisitions Reshape the Marketing Automation Industry: Growth at the Bottom, Room in the Middle, Fog at the Top

Customer Experience Matrix

Sadly, the wave of acquisitions that swept the industry in the past year has made this harder: many major vendors are now part of a public company, which severely restricts the information they can share.

Case study in data-driven B2B customer acquisition marketing

Biznology

The post Case study in data-driven B2B customer acquisition marketing appeared first on Biznology. B2B Marketing B-to-B marketing B2B marketing customer acquisition data-driven marketing database marketing lead generation

Lead Generation: How an insurance company reduced acquisition costs in purchased leads

B2B Lead Generation Blog

There are a lot of expenses associated with purchasing hundreds of thousands of leads annually, so we are constantly working to maximize acquisition economics,” explained George Hurley, Director of Marketing Analytics, Plymouth Rock Management Company of New Jersey.

The Cost of Customer Acquisition vs. Customer Retention

Kapost

Customer Acquisition Is Costly. It initially makes sense that we spend more time and money on acquisition as opposed to retention. Here’s a breakdown of common customer acquisition cost centers: Outbound, or traditional, marketing (including advertisement, direct mail, cold calling, etc.). To keep acquisition numbers growing, these programs, and their budget, must keep running.

15 Effective Ways to Reduce Cost Per Acquisition

PureB2B

Cost per acquisition (CPA) refers to the amount of marketing or advertising money spent to convert or acquire leads who click on your site or respond to your call to action (CTA). Here are a few best practices you can implement to reduce your acquisition costs in your PPC marketing campaigns.

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Why Merger and Acquisition (M&A) Growth Strategies Fail

Hinge Marketing

Mergers and Acquisitions (M&A) are time-honored strategies to grow a business. In fact, a half-baked acquisition can create major operational headaches, damage your reputation and stop growth in its tracks. According to Harvard Business Review , between 70% and 90% of acquisitions are failures. Remember HP’s disastrous acquisition of Autonomy? Take Bank of America’s acquisition of Merrill Lynch a few years ago.

The Ultimate Guide to Customer Acquisition

Opentopic

The post The Ultimate Guide to Customer Acquisition appeared first on Opentopic. We all need to acquire new customers to make our products and businesses work. Whether there are a few users paying big bucks or thousands visiting your platform for free, how you get and retain customers is what is important. But ask yourself: are you really ready for more customers? Is your team set up to handle an influx of. Brands & Marketers

Microsoft buys LinkedIn: the largest martech acquisition in history?

chiefmartech

The potential of a vertically-connected ecosystem in the digital channel is what makes Microsoft’s acquisition of LinkedIn so powerful. The post Microsoft buys LinkedIn: the largest martech acquisition in history?

Facebook Spent $22 Billion on Acquisitions, What Else Could That $$$ Buy? [Infographic]

Modern B2B Marketing

Author: Dayna Rothman Major acquisitions are everyday occasions in today’s technology sector, and Facebook is one of the most prolific acquirers. Simply put, these acquisitions could have big implications for marketers.

Why Retention Trumps Acquisition in the Mobile Marketing World

B2B Marketing Insider

Companies can’t expect to profit from number acquisition alone, and they’re changing to retention-heavy mobile marketing strategy. The post Why Retention Trumps Acquisition in the Mobile Marketing World appeared first on Marketing Insider Group.

Remarket Lead Nurture: Maximize Lead Acquisition & Conversion

Salesfusion

The post Remarket Lead Nurture: Maximize Lead Acquisition & Conversion appeared first on Salesfusion. Marketing Automation Sales and Marketing

[Ebook] Transformational Inbound Marketing: Your Secret Weapon for Customer Acquisition and Retention

Modern B2B Marketing

They can be very focused on acquisition and lead generation. To learn more about this method of inbound, download our brand new ebook: Transformational Inbound Marketing: Your Secret Weapon for Acquisition and Retention.

Remarket Lead Nurture: Maximize Lead Acquisition & Conversion

Salesfusion

The post Remarket Lead Nurture: Maximize Lead Acquisition & Conversion appeared first on Salesfusion. Marketing Automation Sales and Marketing

Mergers and Acquisitions as Part of Your Growth Strategy

Hinge Marketing

Mergers and acquisitions have become a popular business strategy for companies looking to expand into new markets or territories, gain a competitive edge, or acquire new technologies and skill sets. There are essentially two kinds of mergers and acquisitions: strategic and financial.