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


I’ve long observed that B2B marketers focus too much on lead generation, and not enough on current customer expansion and retention, which is, after all, where the bulk of profits lie. When asked, the typical B2B marketer will say that 80-85% of their effort goes to customer acquisition.

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The case for customer reactivation


As marketing advances, most professionals are well aware by now of the importance of retention and reactivation in optimizing the value of the customer base. Retaining an additional 2% of customers has the same effect as cutting costs 10% ( Davidow and Malone , The Virtual Corporation ).

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

Crimson Marketing

That presents a real challenge to those trying to use available information to understand what customers are saying about a brand’s products and services. Cary explains how companies can manage churn rate with programs based on an array of customer data.

The Right Way to Reduce Your Churn Rate


Some customers are past saving. Of course you don't want them to leave -- nor do you want more customers following suit. To prevent more customers from leaving, you need to ask yourself tough questions: How did your churned customer get to that point?

How to Use Predictive Analytics for Better Marketing Performance

Single Grain

Data-backed customer insights can be used to enhance marketing efforts at every stage of the funnel, and one of the most effective tactics is using predictive analytics. Churn Rate Prediction. CAC or Customer Acquisition Cost. Marketing Originated Customer Percentage.

How Marketing Strategy Helps To Engage With Loyal Customers


According to Forbes , it costs five times more to acquire a new customer than to retain an existing client. Understanding and fulfilling your existing customers’ expectations will help you build a loyal base of customers. Personalize the Customer Experience.

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


The Ideal Customer Profile (ICP) is used to identify, source, and prioritize your best prospects – but how do you create an accurate ICP in the first place? It takes time, money, and people to attract, convert, and delight new customers. What is an Ideal Customer Profile?

Four Data-Driven Metrics for Managing Your Customer Experience


Take customer experience, for example. How can a company possibly reduce the emotions, interactions, and personality traits that impact a customer’s perception of a business to a single number? Here are four data-driven metrics for managing your customer experience. Churn.

Customer Lifecycle Metrics, Part 5: Retention and Expansion


This is part five in a series of five blog posts that examines the metrics you should measure throughout the five stages of the customer lifecycle: attract , capture , nurture , convert , and expand. Once your prospect converts and becomes a customer, your job as a B2B marketer isn’t done – in fact, the most significant part is just beginning. Top performers are also more likely to personalize campaigns based on their customer preferences.

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

Crimson Marketing

According to Russell Glass, Head of Products, Marketing Solutions at LinkedIn, “the 10 percent tended to start with the customer. Russell discusses using Big Data in crafting a relevant customer experience and destroying churn rate in this episode of Moneyball for Marketing.

Are There Magic Marketing Metrics in the Engagement Economy?

Measure Up Marketing

The idea has continued to gain traction, and today the basic premise is that every organization needs to create personalized experiences that foster genuine relationships with customers. Formulating a customer strategy focused on creating a state of purchase readiness and long-term loyalty.

8 Data Points about the Importance of Customer Experience

Paul Gillin

I was asked to prepare some background information on the importance of delivering a positive customer experience, and I thought I would share some of the research with you. How much does the market reward companies that deliver excellent customer experience?

Don't Press the Pause Button after Sales - 7 Commandments of B2B Customer Retention


Customer retention is the key to driving your B2B business. Going by one of the most widely used sales theory - 20% of your customers drive 80% of your sales - it is only natural that customer retention keeps topping the charts every year. of customers who left/Total no.

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


Customers aren’t your enemy — but if you want to win the battle for their hearts, minds, and revenue, it pays to know them well. Savvy marketers looking to gain ground in hotly contested markets will turn their attention to Customer Data Platforms (CDPs).

Habits of Customer-Centric Marketers: Q&A with Julie Carey


In a recent study we read, the role of marketing is changing to become the chief advocate for customers. Customer-centricity is a competitive advantage! We tapped into the growing Cintell community for perspective from the front lines of customer-centric marketing.

Customer Lifecycle Metrics, Part 5: Retention and Expansion

Marketing Action

This is part five in a series of five blog posts that examines the metrics you should measure throughout the five stages of the customer lifecycle: attract , capture , nurture , convert , and expand. . Why aren’t more marketers focusing on generating revenue from existing customers?

The Cost of Customer Acquisition vs. Customer Retention


Whether you’re a startup gearing to accelerate growth or a mature corporation looking to gain market share, one stat still matters… It costs 7x more to obtain a new customer than to keep an existing one. And here’s the cold hard truth— customers don’t buy from brands they don’t trust. Why You Should Value Customer Retention. Until a prospect becomes a customer, they won’t truly trust your brand, at least not yet.

thinkAnalytics Helps Marketers Optimize Customer Treatments

Customer Experience Matrix

Its most common applications, churn reduction for telecommuncations companies and content recommendations for video-on-demand services, are in situations where customers explicitly identify themselves, so this is not an issue. thinkAnalytics reports that its telecommuncations clients have seen churn rates of 20% drop to 12%, while video-on-demand clients have increased sales between 30% and 55%.

Less Than 1% Churn? It’s Possible—Just Listen to Your Customers

Modern B2B Marketing

I regularly spent a considerable amount of cash at the nearest Regional Grocery Chain™ store, until I noticed their customer experience starting to slide. So I did what any inconvenienced, disgruntled customer of the modern era would do: I took to Twitter to air my grievances to their corporate account. For the past four years, I’ve been happily handing my grocery budget to stores with a superior customer experience. Customers are 5.2x The post Less Than 1% Churn?

How Much Are Your Customers Worth? [Infographic]


It''s the estimated revenue that a customer will generate during the entire span of their relationship with your company. It takes into account not only the initial purchase, but also how much a customer is likely to spend in the future as they purchase more products and services from you.

The Relationship Between Sales and Customer Success with Wynne Brown


Today's expert interview is with Wynne Brown , Director of Customer Success at Seal Software , about the relationship between Sales and Customer Success. Within each contract, there is a certain level of risk, like the unlimited liability you gave to your first customer.

Customer Lifecycle Marketing: Reporting, Part 2

Marketing Action

Open rate, clickthrough rate of automated email programs: Open rates can be deceptive; as an example, if someone reads your email without enabling images, that read will not register as an open. How many new customers? Number of new customers.

What Is Churn? [In Under 100 Words]


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%.

Building your customer success dream team

Which is why we’re also very interested in the notion of Customer Success (CS) and how it impacts sales. CS is top of mind now that companies compete on customer experience, right from the moment buyers sign up. What Is Customer Success? Why Customer Success Works.

Why Churn Limits Growth


Churn May Be the Real Reason Behind Anemic Growth. Service-based providers put a strong emphasis on acquiring new customers for growth. However, churn rate is often overlooked and ultimately is the factor that causes businesses to take one step forward and two steps back.

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.

3 Customer Service Must-Haves for Helping Your Clients Succeed

Content Standard

Customer satisfaction is the foundation of a successful business. Analysts have said we’re living in the age of the customer , playing by the rules of “ The Constitution for the Customer Service Economy.” Customer service is the new marketing.

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. Customer.

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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. Are you effectively using automation in your email campaigns?

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The Impact of Bad B2B Marketing Data


There’s no way around it – prospect and customer data is one of the most valuable assets a B2B organization has access to. Think about it: without accurate information, how can you market, sell, or provide customer service to your target audience?

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.

Demystifying digital advertising campaign data


The more unique visitors your site receives, the higher the chances of reaching potential customers. Click-through rate (CTR): Click-through rate (CTR) measures how many people clicked on your ads.

6 Things to Consider When Creating Your 2017 Marketing Plan


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. Sub goal 1: Develop five pieces of solid content for our customers.

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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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4 Steps to Get Started with Marketing Automation


To lower your churn rate. This will help you see whether you’re balancing your goals out over your customer lifecycle or not. Attract : Do you want more well-qualified potential customers to your website? Or maybe your goal is to get your retention rate up by 5%.

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. Have a knack for “sniffing out” and pursuing the right customers. 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.