Deepening B2B customer relationships with “the funnel beyond the funnel”

Biznology

Focusing on the funnel beyond the funnel translates to lower customer acquisition costs, lower churn rates, higher lifetime value, and a powerful brand.

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How To Use Unstructured Data to Understand Customer Language (with Cary Fulbright, Attensity’s Chief Strategy Officer)

Crimson Marketing

Cary explains how companies can manage churn rate with programs based on an array of customer data. Marketing Technology Podcasts churn rate data analyticsAccording to Gartner, 80% of the world’s data is unstructured.

The Right Way to Reduce Your Churn Rate

Hubspot

To prevent more customers from leaving, you need to ask yourself tough questions: How did your churned customer get to that point? Recently, I was on the other end of the churn process -- and it got me thinking about those tough questions. Some customers are past saving.

The case for customer reactivation

Biznology

Let’s review the strategies that are most effective in stimulating a renewed relationship with your dormant customers, and reducing customer defection and churn. For many, the end result of inactivity is known as “churn.”

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Customer Experience is the Core of Big Data Marketing (with Russell Glass, Head of Products, Marketing Solutions at LinkedIn)

Crimson Marketing

Russell discusses using Big Data in crafting a relevant customer experience and destroying churn rate in this episode of Moneyball for Marketing. He then shares how this approach dramatically reduced an unsustainably high churn rate for Eloqua.

Why Churn Limits Growth

ActiveDEMAND

Churn May Be the Real Reason Behind Anemic Growth. However, churn rate is often overlooked and ultimately is the factor that causes businesses to take one step forward and two steps back. Churn is the rate at which customers discontinue doing business with companies.

What Is Churn? [In Under 100 Words]

Hubspot

Churn (aka cancellation rate) is the percentage of customers or subscribers who cancel or select not to renew their subscriptions during a given time period. So, for instance, if you have 5 customers cancel and you originally signed 200 customers, your churn rate would be 2.5%.

The 10 Commandments of Successful B2B Customer Retention

Act-On

But have you heard about the study that found a 5% improvement in customer retention rates can result in a 25-to-95% increase in profits ? Thou shalt measure and track thy churn rate as a key metric of your business. Yet only 21% of B2B marketers track churn rate.

The Impact of Bad B2B Marketing Data

Zoominfo

Here are the three biggest ways bad B2B marketing data impacts your marketing efforts: 1. You have high churn rates. For those who aren’t familiar with the term, churn rate refers to the percentage of email subscribers who leave your list over a period of time.

Getting Out of the B2B Lead Generation Trap

Digital B2B Marketing

Why is our conversion rate so low? Why isn’t our churn rate lower? Most B2B marketing organizations miss the biggest opportunities to impact their business because they have not identified the right goals. Why isn’t business coming out of your ears?

How to Create an Ideal Customer Profile (ICP) to Target the Right Customers

DiscoverOrg

Better fit prospects and opportunities won turn into better fit customers who have a lower churn rate. Highest retention rate or longest time with your company.

ABM Key Marketing Metrics to Track at Every Stage of the Funnel

Modern B2B Marketing

The rate at which marketers have moved towards an account-based marketing (ABM) model is quite surprising. Engagement by account: Tracking the rate at which leads within the accounts you are targeting are completing a specific action. How many of your target customers are churning?

Are There Magic Marketing Metrics in the Engagement Economy?

Measure Up Marketing

Some studies suggest that a 2% increase in customer retention has the same effect on profits as cutting costs by 10% and that a 5% reduction in customer defection rate can increase profits 25%-125%, depending on the industry. The customer retention rate calculation is slightly different.

Demystifying digital advertising campaign data

Choozle

Click-through rate (CTR): Click-through rate (CTR) measures how many people clicked on your ads. Bounce rate: Bounce rate measures the percentage of users who land on your website, perform no action on the page and leave.

Three Myths and Misconceptions About Email Automation

Act-On

Also, part of managing a campaign means continuously optimizing your approach by weighing out traditional core metrics and paying attention to details such as user feedback and churn rates. Are you effectively using automation in your email campaigns?

3 Steps to Reduce Churn and Increase Revenue

Modern B2B Marketing

Author: Rick Siegfried Customer churn, or churn rate, refers to the pace at which customers leave your company in a given period. The ideal churn rate would obviously be 0% (i.e. A key to this is improving the customer experience to reduce churn.

5 Best Practices to Get the Most out of Your Holiday Email Efforts

Modern Marketing

In fact, most brand marketers will tell you their sales will drop if they stop sending emails, and they need to watch their subscriber churn rates very closely. At that rate, it will take most retailers more than three years to expose their entire catalog.

How to Sell Your Flagship Software Products and Solutions: An Ultimate Guide

Unbound B2B

Lead generation for SaaS companies can be a tricky business: competition is high, customer churn rate can be difficult to reign in and you have to nail your pricing vs feature ratio right. Pursuing the wrong lead can contribute to high churn. Introduction.

New B2B Persona Research From Salesforce and LinkedIn Study

B2B Lead Generation

So these were effectiveness measures, and without really detailed information into our audiences, and exactly their size, their growth, their churn, we really have no way to answer any of those questions, which should be key fundamental questions that we should be able to answer about our job. Now when you then say, that’s the biggest asset, then you start to ask some fundamental questions on how do we evaluate it, how often does it churn – anything like that.

Customer Lifecycle Metrics, Part 5: Retention and Expansion

Act-On

Open and click-through rates of customer campaigns: Select the campaigns that target current customers and track the response statistics. Churn rate: Number of customers lost in the period, divided by customer count at the beginning of the period. Examples are impressions, response rate and cost per lead. Examples include lead-to-sales conversion rates and total revenue.

Telecoms: Top 100 Influencers and Brands

Onalytica B2B

High subscriber churn rates as a result of network congestion, increased competition, and a shift towards WiFi calling are all playing a role in driving these challenges.

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Integrated MKTG Master Class: Practical Advice for Digital Marketing Professionals (ft. Al Campa, RingCentral CMO)

Crimson Marketing

There have been some pretty radical changes in the world of digital marketing over the last 15 years. From display banners to textual search ads to the constellation of techniques, media and marketing technology (martech) that we have today have lead digital marketing solutions to greatly evolve.

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6 Things to Consider When Creating Your 2017 Marketing Plan

Act-On

Did your company experience a high churn rate? If your company is entering into a high-growth initiative or wants to cut back on customer churn, these things should influence what you’re planning as a marketing team as well. For example: Key Goal: Develop deeper relationships with our customers to reduce customer churn and increase customer lifetime value. But before churning out a bunch of content, take a look at what you already have.

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Why Renew? Quantify Realized Value or Perish

The ROI Guy

A 15% customer churn rate is the average performance for over 50% of current SaaS / Cloud providers (Pacific Crest 2016) ● It costs a hefty $1.13 The TSIA indicates that: “a churn of more than 20% will ultimately prove fatal.

The Other Walking Dead: Combatting Spam Bot Appliance Emails

Act-On

In fact, they falsely boost your campaign’s engagement rates. Granted, there are always those exceptionally high-performing emails, but for most senders having such a high click-to-open rate is a little too good to be true.

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Achieve Strong ABM Results All Year Long by Implementing Measurement into Your Program

HG Data

This includes defining your market and having a data strategy, working with credible third-party data vendors and then measuring results and examining the ROI of the program and the churn rate.

10 of the Best Customer Data Platforms to Power Cross-Channel Marketing

Oktopost

Clients also praise Optimove’s ability to reduce churn rate. It doesn’t offer most of the features offered by enterprise CDPs but its affordable rate can help smaller companies leverage its capabilities.

Four Data-Driven Metrics for Managing Your Customer Experience

Webbiquity

You’ll know what features of your product or service your best customers love based on their open-ended explanations for their high rating, and can then make sure you continue to support them or even expand them. Churn. Guest post by Josh Brown.

4 Steps to Get Started with Marketing Automation

Act-On

To lower your churn rate. Maybe your goal would be to get more conversions (a number), or to have traffic convert at a higher rate (a percentage) Try creating really good landing pages that offer something a visitor would be willing to trade their contact information.

How to Deal With the Blasphemy of Email Unsubscribes

Content Marketing Institute

While you cannot have a zero unsubscribe rate, you can mitigate your unsubscribes. A good unsubscribe rate is less than 0.5% (0.2% An unsubscribe rate above 0.5% As you take different approaches, keep an eye on your response rate.

8 Data Points about the Importance of Customer Experience

Paul Gillin

Gartner estimated last year that by 2014 “ failure to respond via social channels can lead to up to a 15% increase in churn rate for existing customers.” rating on a 1-to-10 scale (see chart below).

The 10 Building Blocks of Account Based Marketing

Inbox Insight

Failure to do so will result in a high customer churn rate. Drive repeatable success, whatever your account based marketing approach with this step-by-step process guide…. Reading time: 4 minutes.

Marketing Automation – The Future of Digital Marketing

Unbound B2B

For emails, the result will be a higher open rate, higher engagement rate and seamless conversion of prospects into customers. Monitor and Analyze to Reduce Churn Rate. Introduction to Marketing Automation.

Tetris for Small Business: Stopping the Slow-Death Cycle

Sales Intelligence View

A business with zero churn can easily be 60% more profitable than a business with a churn rate of 2.5% (source: For Entrepreneurs ). The ‘Too-Many-Hats’ Problem.

The B2B Marketing Metrics That Matter the Most

Sales Engine

As content marketers , there are a lot of things that we can and should be measuring—open rates, click through rates, number of visitors (unique and returning), number of users, conversion rates, number of impressions, social media likes and followers, and so on.

The Beginner’s Guide to Referral Marketing

Zoominfo

Referrals convert at a high rate. Referrals increase customer retention rates. Referred customers have a 37% higher customer retention rate than other customers ( source ). Participation rate: The percentage of customers who receive a referral request and then submit a referral.

5 Steps to Market to a New Vertical

Modern B2B Marketing

What is the churn rate of the customers in this vertical vs. your overall churn rate, and what factors might contribute to that? It is important to compare this metric with “closed lost” in order to ascertain the win rate. Author: Vyoma Kapur Financial services.

8 Best Practices for Successful B2B Marketing Automation

Delivra

Forrester has predicted that spending on marketing automation will hit $25 billion by 2023 , signaling a 14% annual growth rate since 2017. Create a campaign designed to reduce your churn rate. As a B2B marketer, reaching your target audiences may seem impossible.

Achieve Strong ABM Results All Year Long by Implementing Measurement into Your Program

HG Data

This includes defining your market and having a data strategy, working with credible third-party data vendors and then measuring results and examining the ROI of the program and the churn rate.

Marketing’s Battle: How Big Data and Marketing Technology Helps Win The Game

Crimson Marketing

As a result of anticipating customer needs, Paychex’s churn rate has dropped from 25 percent to under 7 percent. The best marketers are those who can quickly build a three-dimensional picture of markets and buyers.

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