• AGGREGAGE B2B WHITE PAPERS  |  MONDAY, APRIL 24, 2017
    [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. Be more human—write for people, not segments or search engines. • 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. where your idea of market segmentation is "anyone with a neck.".
  • AGGREGAGE B2B WHITE PAPERS  |  MONDAY, APRIL 24, 2017
    [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. Be more human—write for people, not segments or search engines. • 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. where your idea of market segmentation is "anyone with a neck.".
  • AGGREGAGE B2B WHITE PAPERS  |  MONDAY, APRIL 24, 2017
    [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. Be more human—write for people, not segments or search engines. • 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. where your idea of market segmentation is "anyone with a neck.".
  • KEO MARKETING  |  FRIDAY, APRIL 28, 2017
    [Customer, Purchase] Top 5 Demand Generation Strategies
    Customer segmentation. Segmented emails are 13.1% more likely to be opened than those that are not segmented. There are several methods of segmenting including by demographics, age range and device. Key elements that provide great results from your social media marketing include: Go where your customers are. Before you choose a social media channel, make sure your customers are actively using the site and find ways to target them specifically.
  • B2B LEAD GENERATION BLOG  |  THURSDAY, APRIL 27, 2017
    [Customer, Purchase] 7 Tips to Boost Your Email Nurturing Results Immediately
    For example, I get emails often from companies that “know” me — in some cases, I’m their customer — but their emails don’t show it. By addressing the customer’s anxiety (with empathy) through the tone of the email, they saw a 349% increase in total lead inquiries. Often, it’s inside sales, customer service agents or sales people who are talking with potential customers live and/or in person. Survey customers on your email list.
  • MODERN MARKETING  |  WEDNESDAY, APRIL 26, 2017
    [Customer, Purchase] Congratulations to the 2017 Markie Award Winners!
    These Marketers are creating personalized experiences with messages and promotions across web, social, mobile, email, display, or other digital channels and ultimately attracting or retaining their ideal customers. They have demonstrated their ability to create fiercely loyal customers who have become brand advocates and driving revenue within their organization. For these Marketers, mobile is the platform of choice for the majority of their customers. Last night was.
  • EMEDIA  |  WEDNESDAY, APRIL 26, 2017
    [Customer, Purchase] Marketing Automation: Tips For Ensuring Top-of-Funnel (and Full Funnel) Success
    Complex sales environments, in which most technology and high-value products find themselves, require team involvement for purchase decisions. B2B personas will help you customize your messaging and offers so they are tailored to their unique pain points and decision-making capabilities. Target Marketing Based on Your Customer’s Markets. To build out effective segments consider the following: Consider who your prospects sell to. (Back by Popular Demand).
  • BIZIBLE  |  TUESDAY, APRIL 25, 2017
    [Customer, Purchase] 5 Signs the Gap Between Sales and Marketing is Closing
    Communication, data collection, customer overview, marketing campaigns, customer follow-up and many other processes have been modernized thanks to digital technologies. This is the beauty of online marketing, it has so many possibilities that it allows marketing and sales teams to venture out of their everyday territory in order to accelerate the customer acquisition process. However, for us the most interesting segment of the funnel is the middle.
  • PUREB2B  |  MONDAY, APRIL 24, 2017
    [Customer, Purchase] How to Effectively Manage Your Contacts List
    But before sending a single email, businesses need to understand the importance of segmenting email contact lists. Yes, segmentation can be tedious but consider this, DMA says that 77% of email marketing ROI came from segmented, targeted, and triggered campaigns. Furthermore, MailChimp reports that email opens and unique opens of segmented campaigns were 14.31% higher than non-segmented campaigns. Segmentation by Behavior. Contacts all segmented?
  • PUREB2B  |  FRIDAY, APRIL 21, 2017
    [Customer, Purchase] Using Buyer Intent to Drive Your Marketing Efforts
    And this means putting your customer’s needs, wants and interests at the center of all your sales and marketing campaigns. Customer-Centered Marketing. Nowadays, it’s about how well you can deliver what your target market wants in terms of communication, products, and customer service. This is the customer-centered approach that businesses and organizations aim for. Customer Touch Points. Keywords used won’t typically indicate intent to purchase.
  • MODERN MARKETING  |  THURSDAY, APRIL 20, 2017
    [Customer, Purchase] 3 Ways To Use Cross Channel Marketing To Reach Your Marketing Goals
    Despite that new media, platforms and ways to approach your customer are springing up like mushrooms, the real burning issue for marketers stays the same: what is the best strategy to reach customers and extend the business prosperity? Be Where Your Customer Is. Through many challenges that marketers face, one is discovering customers' needs, behavior and customs. Of course we certainly can manage to know our model based customer.
  • DISCOVERORG  |  THURSDAY, APRIL 20, 2017
    [Customer, Purchase] A New Generation of Marketing Metrics & the ROI of Better Data
    And we’ve historically used these types of metrics to justify budget requests for investing in more data purchases. Sales intelligence provides marketers with company insights (revenue growth, spending budgets, technographics); contact data (verified emails, direct dials, purchase responsibilities, org structure), and buying triggers (planned investments, online research behavior, leadership moves).
  • PUREB2B  |  THURSDAY, APRIL 20, 2017
    [Customer, Purchase] What Marketing Communications Should You Personalize?
    Every customer is different. We’ve entered a new era of marketing where customers expect a relevant experience that’s matched to their specific needs. Furthermore, Marketo found that 78% of customers will only engage with new offers if these are personalized to their previous transactions with the business. If you run an e-commerce and online shopping websites, you can personalize offers according to the customer’s account details and shopping history.
  • CUSTOMER EXPERIENCE MATRIX   |  THURSDAY, APRIL 13, 2017
    [Customer, Purchase] Monetate Adds Machine-Learning Based Real Time Ecommerce Personalization
    In practical terms, it means Monetate can give each client a unique data structure, can rapidly add new data types and individual pieces of data, and can maintain a complete, up-to-the-moment profile for each customer. Of course, the system still has some standard events shared by all clients, such as orders and customer service calls. First, it builds a database of customer information. Then, it draws on that database to help test and personalize customer experiences.
  • CONTENT STANDARD  |  THURSDAY, APRIL 13, 2017
    [Customer, Purchase] How to Use Email Marketing as the Centerpiece of Your Digital Retail Innovation
    They continue to push their stores to the peak of innovation, looking to create an experience that builds customer loyalty, advocacy, and enthusiasm. Personalized subject lines can refer to both the recipient and, ideally, an area of interest or a recent purchase. Personalized discounts and coupons tend to perform well, and recommendations can be made on past purchase history. Shouldn’t this person be receiving emails related to both purchase areas?
  • DISTRIBION  |  WEDNESDAY, APRIL 12, 2017
    [Customer, Purchase] 3 Steps to Increasing Email Deliverability Performance
    Instead of purchasing lists one after the other, start using the correct email practices to avoid being blacklisted. Now you will be able to reach more customers through proper list hygiene and your robust marketing automation platform. In a recent study done by Jupiter Research , segmenting your audience and guiding them toward a relevant message can strengthen the effectiveness of your email campaigns.
  • MODERN B2B MARKETING  |  TUESDAY, APRIL 11, 2017
    [Customer, Purchase] How to Leverage Social Intent Data for Email Marketing
    We nurture our prospects and customers with the goal of increasing conversions and generating revenue, yet many of us are struggling to engage enough of our audience via email. Instead of sending broad, content-based emails on a weekly basis that may or may not appeal to our segments, we now develop tailored emails grouped by different topics of interest. We acquired her contact information from a list purchase and we know that she is a Marketo user.
  • MODERN B2B MARKETING  |  FRIDAY, APRIL 7, 2017
    [Customer, Purchase] 3 Ways to Make Personalized Marketing a Practice, Not a Goal
    To create, build, and grow these necessary and meaningful relationships, brands are segmenting their audiences and personalizing their content and campaigns. However, many often settle for a bare-minimum approach, adding a prospect’s first name to sales emails or segmenting customers based on sweeping demographic markers. At worst, it doesn’t lend to a meaningful interaction with a prospect or customer. Strengthen Customer Relationships with Every Interaction.
  • CHIEFMARTECH  |  THURSDAY, APRIL 6, 2017
    [Customer, Purchase] THE HACKIES: How a marketing automation company hacked their own marketing org
    What resulted wasn’t just a new paradigm for using our technology, but a new framework for supporting it within our company, and for implementing marketing technologies overall — a marketing department broken out by the functions everyday marketers prioritized (brand, demand, and customer marketing), mapped to the solutions they used, and shaped around a centralized bureau for services and ops (an in-house agency, essentially).
  • SNAPAPP  |  WEDNESDAY, APRIL 5, 2017
    [Customer, Purchase] How Pardot Customers Use SnapApp to Drive Better Marketing Results
    Don’t take it from us, hear from fellow Pardot customers who are optimizing their Pardot with interactive content. . “ Michael Lovett, Demand Programs Specialist at Hyland , a Pardot and SnapApp customer. . Because of interactive content, we are able to have a better conversation with our customers right from the beginning, and accelerate our sales cycle. ”. John Westby, Director of Digital Marketing at SilkRoad , a Pardot and SnapApp customer. . “
  • MODERN MARKETING  |  TUESDAY, APRIL 4, 2017
    [Customer, Purchase] 10 Ways CMOs Can Help Grow Their Companies
    Invest in talent: It’s easy to get caught up in the idea of new products , markets, and audience segments as central to your growth strategy when, in actual fact, investing in new talent could be one of the most effective strategies on this list. Their effort and enthusiasm can then propel the company forward because customers will feel their infectious excitement for what they are doing plus the products and services you produce will be that much better for it.
  • SNAPAPP  |  MONDAY, APRIL 3, 2017
    [Customer, Purchase] The Ultimate Guide to Interactive Marketing
    No matter what name it goes by these days, getting people to interact with any form of digital marketing is crucial to moving them through the sales funnel , from basic brand awareness to lifetime customer, and all the stages in between: At it's most basic level, think of interactive marketing as a one-to-one marketing strategy that reacts and changes based on the actions of the inviduals consuming (and interacting) with your content. Content marketing is all the rage today.
  • PUREB2B  |  TUESDAY, MARCH 28, 2017
    [Customer, Purchase] Why Your Marketing Needs to be Data-Driven
    In this day and age, there’s no excuse for not knowing what your customers want. 20 years later, direct marketing was used along with computer processing to target specific segments of the population through direct mail and telemarketing. Marketing today is driven by data-backed research and customer information that can be captured at every stage in the buying process. According to CMO , 53% of marketers claim that there is a high demand for customer-centric communications.
  • ETRIGUE  |  TUESDAY, MARCH 28, 2017
    [Customer, Purchase] 5 Tips for Building Your First Drip Campaign
    The power of marketing automation is the power to connect with your customers and leads anytime you want, to say whatever you want. The first step to a successful drip campaign is to identify what action you want your audience to take — make a purchase, schedule a phone call, refer a friend, learn more about your brand, etc. You can even use email engagement data to segment your lists based on what individuals respond well to.
  • ACTIVEDEMAND  |  MONDAY, MARCH 27, 2017
    [Customer, Purchase] Are You Doing Remarketing Wrong?
    Remarketing remains a clever way to connect with your website visitors who did not make a purchase or fill out a lead form. This can be an extremely effective branding advertising tactic to keep your business top of mind with potential customers who are shopping but not yet ready to buy. Brand Exposure – The more a potential customer is exposed to a brand, the more likely they will buy when the decision is made to complete a purchase.
  • MODERN MARKETING  |  THURSDAY, MARCH 23, 2017
    [Customer, Purchase] 7 Ways To Use Account-Based Marketing Throughout the Year
    One that seems to be applicable to almost every business segment is regulatory requirements since more companies are faced with increasingly complex compliance issues that leave them struggling to find a solution. Utilize existing data on each account to identify any personal or unique situations , preferences, or issues that can be further supported and then develop a customized marketing campaign built around that.
  • HUBSPOT  |  THURSDAY, MARCH 23, 2017
    [Customer, Purchase] How Customer-Driven Copy Helped HubSpot Increase Conversions by Nearly 100%
    We learned that HubSpot customers didn't understand HubSpot had evolved into the Growth Stack: multiple tools that accomplish different goals individually, but are even more powerful used together. This was our chance to bring consistency to HubSpot's messaging and showcase their solutions in words that clicked with their customers. Conducting Customer Research. And when you know your customers' priorities, you know exactly what features and benefits to emphasize, too.
  • PUREB2B  |  WEDNESDAY, MARCH 22, 2017
    [Customer, Purchase] How to Nurture Leads with Email Marketing
    It has withstood the test of time and remains a strong force to contend with in lead generation and management, as well as customer engagement. Marketers have experienced an astounding rate of 760% added revenue from segmented email marketing campaigns. Facebook and Twitter are trailing email when it comes to acquiring new customers. To stand out from all the inbox clutter from other brands, you need to get personal to attract and retain your customers.
  • MODERN B2B MARKETING  |  WEDNESDAY, MARCH 22, 2017
    [Customer, Purchase] Introducing The Definitive Guide to Account-Based Marketing
    Do your best-existing customers who generate the most revenue for your business have distinct characteristics OR have you identified accounts with distinct characteristics that have the potential to generate more revenue? Do your organization’s goals include expanding into a new segment , territory, or vertical, or going after your competitor’s customers? In fact, according to Aberdeen Group, 75% of customers say they prefer personalized offers.
  • CHIEFMARTECH  |  WEDNESDAY, MARCH 22, 2017
    [Customer, Purchase] THE HACKIES: A customer-centric approach to building marketing and sales stacks
    So, you shell out for a suite of new marketing tools, hire the smartest content experts, and flood the web with a cadence of content to generate awareness, drip campaigns to nurture prospects, and customer evidence materials to seal the deal. Easy: The Holy Grail of funnel marketing — steering prospects effortlessly through the awareness, consideration, and purchase phases — is misguided because the buying process is hardly linear. About The B2B Customer Data Index.
  • ACT-ON  |  WEDNESDAY, MARCH 22, 2017
    [Customer, Purchase] Why Plan a Social Media Takeover?
    Social media is the younger and more powerful sibling of “word of mouth,” with 77 percent of customers more likely to purchase a new product when they learn about it from friends or family. There are many customers who your brand wants to reach, yet capturing that attention is not always easy. This is especially useful when launching a new product or entering a segment that is new to your brand (more on this in a minute).
  • CONTENT STANDARD  |  MONDAY, MARCH 20, 2017
    [Customer, Purchase] How to Properly Diagnose a Failed Email Campaign
    If you have a customer list that you’ve grown over time, filled with active subscribers, and ones relevant to your target market, excellent! If you have a list that you purchased or rented, a “one size fits none” bulk address dump, filled with zombie AOL names from 1996, you are hosed. Purchased lists are random, irrelevant to your market , and often filled with dead addresses, and they can bring down the anti-spam cops on your precious head.
  • MODERN B2B MARKETING  |  MONDAY, MARCH 20, 2017
    [Customer, Purchase] 6 Mobile Marketing Secrets You’ll Learn in 6 Minutes
    It’s an umbrella term that covers everything from intelligent, data-driven campaigns to deep audience segmentation. . In this blog, I’ll reveal six mobile marketing automation secrets in just six minutes: Secret #1: It All Starts With Customer Intelligence. The first secret to mobile marketing automation is to pick a platform that collects data for each user across their customer journey. Purchase? purchases), app usage frequency, and session length.
  • WEBBIQUITY  |  FRIDAY, MARCH 17, 2017
    [Customer, Purchase] How to Create the Three Parts for Any Sales Funnel
    Prospective purchasers don’t see the funnel, but rather an interactive brand, an awesome product, or the long awaited solution they need. As noted above, there are several approaches for getting potential customers into and involved with your funnel for the first time. Organizing and segmenting those leads is also necessary. Knowing more about your prospective customers enables you to tailor a message that resonates with them. Guest post by Katrina Manning.
  • CONTENT STANDARD  |  THURSDAY, MARCH 16, 2017
    [Customer, Purchase] How Overstock.com Is Winning at Retail Marketing
    Overstock.com knew that it needed to identify and reach very specific audiences, but its marketing efforts didn’t fully push these consumers to make a purchase. Once they’d specified who and what, it was easy to start creating a content calendar that made sense for the audience segments and would drive more traffic back to Overstock.com.
  • BIZNOLOGY  |  WEDNESDAY, MARCH 15, 2017
    [Customer, Purchase] Is your brand making maximizing interest from potential customers?
    Engaging customers long before a sale, and even longer after it, are keys to building brand confidence and growing your revenue. At each of the four stages of a sales funnel your goal is to be front of mind, engage, provide value, and move the customer to the next stage. Do you have a presence in all the places potential customers may try to find you? This is where personalized customer journeys come into play. Develop customer personas.
  • ACT-ON  |  WEDNESDAY, MARCH 15, 2017
    [Customer, Purchase] Is Content Marketing Killing Your Customer Conference?
    I consistently hear from clients and colleagues how hard it now is to drive attendance to annual customer and user conferences. Many vendors do everything under the sun to entice customers to sign up, yet these events still suffer from below-goal attendance and a hit to the bottom line. Many of us remember when customer conferences were all the rage in the early-to-mid 2000s. And what does this mean for the future of customer conferences?
  • MODERN MARKETING  |  TUESDAY, MARCH 14, 2017
    [Customer, Purchase] Let’s Celebrate the 2017 Markie Awards Finalists!
    This is an exciting time for our customers and our employees. All Modern Customer Experience attendees are welcomed to attend the Markies Awards ceremony and dinner to be held on April 25th at 7 p.m. These Marketers are creating personalized experiences with messages and promotions across web, social, mobile, email, display, or other digital channels and ultimately attracting or retaining their ideal customers. still need customer confirmation to use).
  • CHIEFMARTECH  |  TUESDAY, MARCH 14, 2017
    [Customer, Purchase] Mastering modern marketing technology leadership over 2 intense days
    How do you balance scale & innovation to deliver outstanding customer experiences? What the most customer-centric marketing organizations of tomorrow will look like. As customer experiences become more complex and span multiple interactions, channels and devices, identity resolution will make or break brands’ ability to harness customer insights and orchestrate marketing programs. How unified customer data relates to the overall marketing architecture.
  • CUSTOMER EXPERIENCE MATRIX   |  SUNDAY, MARCH 12, 2017
    [Customer, Purchase] Should Customer Data Platforms Be "Marketer-Controlled"?
    Thomas Wieberneit argues in a thoughtful blog post that companies need one platform for consolidated customer data, but that Customer Data Platform isn’t it because the CDP is “marketer-controlled” by definition, and thus doesn’t support other departments. Just last week, RedPoint unveiled a “Customer Engagement Hub”* that it defines as extending beyond marketing to all customer touchpoints.
  • ACT-ON  |  FRIDAY, MARCH 10, 2017
    [Customer, Purchase] Lead Scoring: Set Yourself Up for Success
    When it comes to pursuing prospective customers, it pays to spend some time determining who makes the grade. But, by taking the time to set up a lead scoring system, you can assign points to potential prospects, target the attributes most often associated with serious customers, and more easily identify which people to further invest time and resources in. Know your customers’ buying cycle and buying signals. Customers need your products, but not necessarily all the time.
  • VERTICAL RESPONSE  |  THURSDAY, MARCH 9, 2017
    [Customer, Purchase] Improve your email performance with these 4 A/B tests
    Not only can it help you understand the effectiveness of each campaign, but it can save you time, money, and effort by providing insight into customer behavior and preferences for use in future strategizing. For example, Experian last year found personalizing subject lines led to a 42 percent lift in unique open rates in the consumer products and services segment, while VerticalResponse achieved better responses by offering something in a subject line rather than requesting action.
  • ACT-ON  |  TUESDAY, MARCH 7, 2017
    [Customer, Purchase] Machine Learning is Marketing’s Future: 3 Ways How
    The result: more precise, efficient marketing that adapts to the journeys customers travel. Think of it as a team of robots at your disposal — at the ready to evaluate, modify, and optimize your company’s programs so you can better anticipate and respond to the customers in your care. It provides an immediate, high-definition view of customers and their behaviors – allowing us to find smaller micro-segments of customers that have shared interests and needs.
  • CUSTOMER EXPERIENCE MATRIX   |  FRIDAY, MARCH 3, 2017
    [Customer, Purchase] CaliberMind Offers B2B Orchestration with a Twist
    Because the language processor can understand things like level of interest, buyer role, and stage in the purchasing process, it can identify new and generate alerts about important events. Marketing automation systems could get the same details but usually take more general information, such as persona codes used in segmentation. Its data unification and access features clearly qualify it as a Customer Data Platform.
  • ACT-ON  |  FRIDAY, MARCH 3, 2017
    [Customer, Purchase] 6 Best Practices for Setting Up a Lead Nurturing Program
    What is the population of leads and contacts that you are free to nurture without complicating the efforts of sales or customer service (if you plan to nurture current accounts)? Add lapsed customers to the mix if it makes sense to do so. There’s probably a segment of people you could nurture that would ‒ fairly or unfairly ‒ regard even a modest nurturing program as a relentless carpet-bombing ‘spampaign’ from a vendor they hope never to hear from again.”
  • EMEDIA  |  THURSDAY, MARCH 2, 2017
    [Customer, Purchase] How To Create a Realistic ABM Content Marketing Plan
    Its promise of superior targeting and customization has won a growing number of early adopters, and it has been consuming an increasing percentage of marketing budget. You should consider segmenting your content along three dimensions: Buying Stage – Awareness, Interest, Consideration, Decision, Upsell/Repurchase. Segmentation by industry has been a common practice for ages for companies selling into multiple verticals. Don’t try to segment specifically by account.
  • JACKIE WALTS  |  WEDNESDAY, MARCH 1, 2017
    [Customer, Purchase] Is your data clean?
    If you want better delivery, higher response rates, a better customer experience and more engagement you need to make getting quality data a priority. Consider adding questions on timeframe for purchase, what budget is, areas of interest, etc. Lock down the fields on your forms so your prospects can’t enter data that isn’t accurate, searchable or segmentable. If after your best efforts, you’re not sure your data is clean, don’t use it to segment or personalize.
  • ABERDEEN CMO ESSENTIALS  |  MONDAY, FEBRUARY 27, 2017
    [Customer, Purchase] Debunking Marketing Buzz: “Account-Based Everything”
    To give you an example of what I’m talking about, one well-meaning company makes a reasonable case for expanding ABM principles to cover sales and customer success efforts. Technically, this might be called “account-based customer experience management” (for which “ABCX” would be a sexy, buzz-worthy acronym). Divide, contextualize, and conquer by segmenting similar accounts for similar, yet personalized, marketing campaigns or marketing/sales workflows.
  • WEBBIQUITY  |  FRIDAY, FEBRUARY 24, 2017
    [Customer, Purchase] Five Reasons Why Sales Strategy Doesn’t Work for Many Small Businesses
    Customers are the heart and soul of any business. To survive in the long run, companies need to have a sound customer acquisition and service strategy. Over time, they need to fine-tune their strategies to adapt to the evolving requirements of the customers and the dynamics of the competition and the industry. If their logo and name is removed or replaced from their marketing collateral, their customers may not identify the brand. Lack of Lead Segmentation.
  • MODERN MARKETING  |  THURSDAY, FEBRUARY 23, 2017
    [Customer, Purchase] Using Link Targeting for Improved Inbox Personalization
    DIRECTV expanded subscription sales by allowing current customers to upgrade their services with a single text message from its email campaign. An excellent example of this could be an abandon cart email that brings the consumer back to the purchase page in the company’s mobile application instead of sending them to a generic mobile web page or login screen.
  • ACTIVEDEMAND  |  WEDNESDAY, FEBRUARY 22, 2017
    [Customer, Purchase] Why Agencies Should be Using Custom Facebook Audiences
    Custom Facebook Audiences Is a Powerful Feature for Agencies and Marketers. Enter Custom Facebook Audiences , where ads can be served directly to people you know on Facebook or similar type audiences. When you create a Lookalike Audience in Facebook, you choose a source audience (a Custom Audience not created with a data partner, your pixel data, your mobile app data or fans of your page) and Facebook identifies the common qualities of the people in it (i.e.
  • MODERN B2B MARKETING  |  WEDNESDAY, FEBRUARY 22, 2017
    [Customer, Purchase] Make the Shift from Automation to Engagement Marketing
    This hyper-focus has been leading the shift away from impersonal communications to engagement marketing , which is all about building personalized, authentic relationships with your customers and driving the idea of wantedness. Applying this concept to B2B marketing is just as important as consumer marketing for major purchases. Simplify audience segmentation. Author: Patrick Groover The shift towards ubiquitous marketing is a living reality.
  • BULLDOG SOLUTIONS  |  TUESDAY, FEBRUARY 21, 2017
    [Customer, Purchase] Integrated: Modern Marketing’s Latest Buzzword
    You might associate integrated marketing with customers and their journey. The idea of integrated might mean how you connect their buying journey to something that ultimately gets them into a conversation with you—seamlessly connecting purchase stages from awareness through education to consideration and ultimately purchase. In the realm of business marketing, there are many words and phrases that are so overused that their meanings have become obscured.
  • BULLDOG SOLUTIONS  |  TUESDAY, FEBRUARY 21, 2017
    [Customer, Purchase] Integrated: Modern Marketing’s Latest Buzzword
    You might associate integrated marketing with customers and their journey. The idea of integrated might mean how you connect their buying journey to something that ultimately gets them into a conversation with you—seamlessly connecting purchase stages from awareness through education to consideration and ultimately purchase. In the realm of business marketing, there are many words and phrases that are so overused that their meanings have become obscured.
  • PUREB2B  |  SUNDAY, FEBRUARY 19, 2017
    [Customer, Purchase] How Personalization Affects Lead Nurturing
    This involves a variety of marketing strategies that require a thorough understanding of your target market’s characteristics and buying behavior and is a continuous process with the main goal of building lasting relationships with your customers. Effective personalization takes time to achieve, so as a marketer, you have to do your target market research, which goes beyond segmenting by demographics. The way you segment your marketing communications is completely up to you.
  • CUSTOMER EXPERIENCE MATRIX   |  THURSDAY, FEBRUARY 16, 2017
    [Customer, Purchase] Zaius Offers Mid-Market Customer Data Platform Plus Analytics and Campaigns
    Which is pretty ironic, since they’re an almost perfect example of a Customer Data Platform – that is, a system that assembles customer data from multiple systems and makes it available for marketing and analytics. I probably wasn’t helped by Zaius’ Web site, which calls it a “B2C CRM” and then lists single customer view, real-time marketing automation, and cross-channel attribution as its main features. Segmentation in Zaius can draw on any data in the system.
  • PUREB2B  |  WEDNESDAY, FEBRUARY 15, 2017
    [Customer, Purchase] Lead Nurturing’s Biggest Challenges
    Lead nurturing is a vital part of B2B marketing because it‘s a key strategy in driving prospective customers towards a purchase decision. When done right, it can eventually turn prospects into loyal customers who can contribute to sustainable revenue for the long run. While they might not be customers from the get-go, prospects turn into warm leads faster if you invest the time and effort to communicate regularly after their first contact.
  • MODERN B2B MARKETING  |  WEDNESDAY, FEBRUARY 15, 2017
    [Customer, Purchase] 5 Steps to Market to a New Vertical
    But all the hard work and investment pay off as you go from being relatively unknown in a segment to the best-in-class solution. Start by understanding the market of the segment or vertical you’re trying to penetrate and its nuances. It’s also critical to look at your own database and leverage the sales and customer success teams for insights as well. How are those customers using your product or service; in other words, is there a product-market fit?
  • ACT-ON  |  WEDNESDAY, FEBRUARY 15, 2017
    [Customer, Purchase] 4 Ways That Automation Is Transforming Marketing
    When companies show customers more relevant content and offers based on past shopping history, they can increase average sales by 20 percent. Customer engagement feels more authentic. Content marketing keynote speaker and best-selling author Ann Handley said, “Even when you are marketing to your entire audience or customer base, you are still simply speaking to a single human at any given time.”. Many of these customers, however, are not active during normal business hours.
  • KAPOST  |  MONDAY, FEBRUARY 13, 2017
    [Customer, Purchase] Tips for Using Video to Increase Social Media ROI
    Consider these facts: 46% of B2B technology buyers have made a purchase after watching a video. Customer case study. Case studies come in third , with 38% of respondents choosing that type of content, as the most important collateral to see before making a B2B purchase—and putting such collateral in video form only extends its value. You’ll want the camera to be on your customer’s representative, so that prospects can see themselves in his or her shoes.
  • COMPUTER MARKET RESEARCH  |  THURSDAY, FEBRUARY 9, 2017
    [Customer, Purchase] 7 Things You Need to Include in Your Sales and Marketing Program
    Does it begin the moment your partner purchases from you, or the moment after your partner sells to a customer. By clearly communicating there is only a specific amount of time to purchase from you or sell to a customer, will help to motivate partners and instill urgency and productivity into their workflow. Each channel program should be tailored around your partners, your products, their competitors, their end customers, and market position.
  • DISCOVERORG  |  THURSDAY, FEBRUARY 9, 2017
    [Customer, Purchase] Introducing AccountView by DiscoverOrg
    Jumpstart Account-Based Everything & Identify Target Prospects That Look Just Like Your Best Customers. But, to get it right, sales & marketing professionals must first understand the profile of their best and most valuable customers, develop an ideal customer profile (ICP), and use it as a pattern for identifying target prospects. Identify and filter for the characteristics that set their best customers apart. Customers. High or Low Spend Customers.
  • INFER  |  TUESDAY, FEBRUARY 7, 2017
    [Customer, Purchase] 4 Easy Tactics for Infusing AI and Predictive Analytics Into Sales Processes
    But it’s hard for them to feel confident when they’re given sparse lead records with little or no information about key buying signals – like a prospect’s fit for your product, or their likelihood to make a purchase soon based on marketing engagement. Some tools even let you set up alerts for important events, auto-assign tasks to reps in Salesforce, and get recommendations powered by machine learning on which segments to invest more time into.
  • INFER  |  TUESDAY, FEBRUARY 7, 2017
    [Customer, Purchase] 4 Easy Tactics for Infusing AI and Predictive Analytics Into Sales Processes
    But it’s hard for them to feel confident when they’re given sparse lead records with little or no information about key buying signals – like a prospect’s fit for your product, or their likelihood to make a purchase soon based on marketing engagement. Some tools even let you set up alerts for important events, auto-assign tasks to reps in Salesforce, and get recommendations powered by machine learning on which segments to invest more time into.
  • CUSTOMER EXPERIENCE MATRIX   |  THURSDAY, FEBRUARY 2, 2017
    [Customer, Purchase] Quaero AdVantage CDP Bridges Identified and Anonymous Data
    We’ve seen some of that in the Customer Data Platform industry, but there’s a twist. In that world, there was no such thing as an anonymous customer and most data was neatly structured. Quaero itself was founded back in 1999 as a marketing services provider (meaning they built custom marketing databases and attached tools like the Unica campaign manager). AdVantage provides its own interactive reports and segmentation interface.
  • HG DATA  |  THURSDAY, FEBRUARY 2, 2017
    [Customer, Purchase] The Right Data Fuels the Artificial Intelligence Race
    For the difference between lead scoring or even predictive lead scoring and predictive intelligence is the difference between ranking and prioritizing one’s existing leads and peering into a crystal ball to find net-new companies and prospects with a high likelihood to purchase…and then knowing where they are in the buyer’s journey. It is why the largest B2B audience data marketplace in the world hand-selected HG Data’s segments to be included in their offering.
  • HG DATA  |  THURSDAY, FEBRUARY 2, 2017
    [Customer, Purchase] The Right Data Fuels the Artificial Intelligence Race
    For the difference between lead scoring or even predictive lead scoring and predictive intelligence is the difference between ranking and prioritizing one’s existing leads and peering into a crystal ball to find net-new companies and prospects with a high likelihood to purchase…and then knowing where they are in the buyer’s journey. It is why the largest B2B audience data marketplace in the world hand-selected HG Data’s segments to be included in their offering.
  • WEBBIQUITY  |  THURSDAY, FEBRUARY 2, 2017
    [Customer, Purchase] The 24 Best Email Marketing Tools
    Both startups and established vendors continue to develop new capabilities for formatting, targeting, sending, and monitoring the impact of email messages, as well as functions like list building, inbox management, video email, deliverability, branding, custom email signatures and more. messaging, targeting messages according to customer behaviour, and watching website and time-related activities like sign-up dates, as email triggers.”
  • WEBBIQUITY  |  TUESDAY, JANUARY 31, 2017
    [Customer, Purchase] The 29 Best Web Analytics Tools
    it often miscategorizes visits from smaller search engines as referral traffic, and requires use of advanced segments to filter out bot traffic), its extensive capabilities for tracking visit sources and on-site behavior make it appealing. Sample review: KNIME is “an open source piece of software used mostly outside of marketing, but is excellent for data piping, prototyping custom built software, advanced analysis, and reporting.
  • ACT-ON  |  MONDAY, JANUARY 30, 2017
    [Customer, Purchase] Customer Lifecycle Metrics, Part 3: Nurture, Score, Repeat
    This is part three 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. In part three of this series on customer lifecycle metrics, we’ll focus on the metrics that measure how well you’ve nurturing leads, building their trust, and bringing them along on the journey to buy.
  • PUREB2B  |  MONDAY, JANUARY 30, 2017
    [Customer, Purchase] You Need to Define an Effective Criteria for Lead Scoring
    Businesses that have implemented lead scoring attest to it driving higher rates for the following: Sales productivity – helping your sales team personalize their sales pitch to customers. The same principle applies to identifying which prospects in a company qualify when it comes to having the authority to make purchasing decisions. The idea here is that you’re offering something valuable that customers can use to solve their problems. Track your customer behavior.
  • TONY ZAMBITO  |  SUNDAY, JANUARY 29, 2017
    [Customer, Purchase] New Approaches To Understand Customers Needed In A Digital Transformation World
    Strikingly, in these same few years, you will also find developing customer understanding also on the list of CEO priorities. What becomes clear considering these surveys is that many CEOs see growth resulting from a strong understanding of customers. The introduction of new digital technologies and new business models is having a breathtaking impact on how customers determine what goals are important to them, what they want, and how they decide. Illustration by Nikita Kozin.
  • NUSPARK  |  THURSDAY, JANUARY 26, 2017
    [Customer, Purchase] Who Owns Twitter (Marketing or Sales)?
    They may be interested in what you have to offer, but first they want to learn more about your level of expertise, customer service priorities, and responsiveness before making a decision. Eighty-four percent of C-suite/VP-level executives use social research to influence purchasing decisions. Build lists of each of your segments , and check those streams for opportunities to like or re-tweet posts.
  • SNAPAPP  |  WEDNESDAY, JANUARY 25, 2017
    [Customer, Purchase] Snackable Content: How To Drive Big Leads With Bite-Sized Content
    Quizzes allow you to bucket users based on their scores, and delivered customized scores. They also provide a powerful channel to segment your audience, and qualify potential leads. . . Compile snackable content from your customers. If you find they post images of their purchases from you on Instagram, regram them. If you locate pins that include your product, set up a “Customer Favorites” board and re-pin the image to it. Bottom (purchase stage).
  • CHIEFMARTECH  |  WEDNESDAY, JANUARY 25, 2017
    [Customer, Purchase] Everything a marketer needs to know about CDPs. Wait, what’s a CDP?
    The following is a guest post by the remarkable David Raab , principal at Raab Associates, author of the Customer Experience Matrix blog, advisory baord member for MarTech Conference in San Francisco , and now head of the CDP Institute. Customer Data Platforms are having a moment — a category that was named just three years ago now has more than two dozen vendors with over $300 million revenue, $700 million funding, and better than 50% annual growth.
  • MODERN MARKETING  |  TUESDAY, JANUARY 24, 2017
    [Customer, Purchase] Why CMOs Need To Be Bullish On Mobile DMPs
    70% of us use 3 or more channels to research a purchase. Consumers viewing a constant message across a variety of channels can improve purchase intent by 90% and brand perception by 68%. Cross channel customers who shop on more than one channel have a 30% higher lifetime value score than those who shop on only one. Companies with strong cross channel customer engagement see a 9.5% Not sure why I used the word "bullish" in the title.
  • MODERN B2B MARKETING  |  TUESDAY, JANUARY 24, 2017
    [Customer, Purchase] 4 Secret Weapons for Sales Enablement
    All salespeople engage in the act of storytelling to get their prospects to understand why others have purchased from you and how they’ve been happy. While you’re at it, go for gold and produce a series of videos that are segmented by vertical, company size, product, and use case to make them even more targeted and effective.
  • MODERN B2B MARKETING  |  MONDAY, JANUARY 23, 2017
    [Customer, Purchase] How to Leverage Intent Data to Drive More Revenue
    Without this context, you’ll be wasting your time and budget engaging with prospects who may be making all the right behavioral signals but will never become customers (e.g. After you identify visitors “anonymously” on your website and track the pages they view, you can use web personalization to serve customized content to incentivize them to take a specific action. Nascent personalization and lead nurturing leverage job titles to segment inbound leads.
  • VERTICAL RESPONSE  |  TUESDAY, JANUARY 17, 2017
    [Customer, Purchase] 5 Ways to Boost Your Email Performance Using Personalization and Audience Segmentation
    Editor’s Note: We asked our Vice President of Product, Thomas Fanelli, to share his expertise on personalization and audience segmentation. Over the last six months we have been experimenting with personalization to improve the performance of our customer communication. Before we get started, let’s set some basic definitions on segmentation and personalization. For example, you send a thank you email on a customer’s one-year business anniversary.
  • MODERN MARKETING  |  MONDAY, JANUARY 16, 2017
    [Customer, Purchase] Does Your Martech Stack Add Up to a Good Customer Experience?
    The customer journey is an increasingly complex beast. Your prospects and customers are interacting and engaging with you over a whole series of different channels and touchpoints. Up to 76% of B2B buyers now use three or more channels before making a purchase. In the face of all this choice, marketers can sometimes lose sight of the crucial principle - the customer experience. Why does your martech stack need to deliver a good customer experience?
  • CONTENT STANDARD  |  MONDAY, JANUARY 16, 2017
    [Customer, Purchase] Marketing ROI: De-risking the Up-front Investment of Content Marketing and Technology Solutions
    Track customer retention and percentage growth in the early stages of this distribution strategy, and don’t abandon any of these channels—if something isn’t working as planned, change your approach. Meanwhile, consider scale when evaluating metrics related to customer acquisition, purchasing influence, upselling, and other benefits of content marketing. Segment Your Timeline—For Every Channel.
  • HG DATA  |  THURSDAY, JANUARY 12, 2017
    [Customer, Purchase] HG Data Featured in The Top Entrepreneurs Podcast
    Every day, the host of The Top podcast, Nathan Latka, interviews entrepreneurs in short 15-20 minute segments to discover what they sell, how they are selling it and how much money they are making. He chooses companies who are either number one or two in their industry based on revenue or customer base. Nathan : A pecan farmer in Georgia who is making $450 a month per acre on a 600-acre pecan farm he just purchased for $2 million.
  • HG DATA  |  THURSDAY, JANUARY 12, 2017
    [Customer, Purchase] HG Data Featured in The Top Entrepreneurs Podcast
    Every day, the host of The Top podcast, Nathan Latka, interviews entrepreneurs in short 15-20 minute segments to discover what they sell, how they are selling it and how much money they are making. He chooses companies who are either number one or two in their industry based on revenue or customer base. Nathan : A pecan farmer in Georgia who is making $450 a month per acre on a 600 acre pecan farm he just purchased for $2 million.
  • HUBSPOT  |  THURSDAY, JANUARY 5, 2017
    [Customer, Purchase] 13 Things to Start, Stop & Keep Doing With Your Email Marketing in 2017
    Every time you send to a list with low open and engagement rates, it hurts your domain reputation and your chances of connecting with other potential customers. Goals for your emails could include a contact filling out a longer form for a gated content offer to provide your team with more information about their organization, or redeeming a promo code for a purchase on your website. For best results, customize and personalize email subject lines and experiment with emojis.
  • MODERN B2B MARKETING  |  TUESDAY, JANUARY 3, 2017
    [Customer, Purchase] 2 Zero Risk Predictions for 2017
    To that end, I am declaring that this notion of the “engagement economy” will dominate discussions between marketers, sellers, and anyone else concerned with engaging with customers. You’ll see best-of-breed applications in segments like CRM or marketing get bigger and broader. This will, of course, not be limited to one particular market segment in cloud—but I predict some big acquisitions in cloud computing in an effort to consolidate.
  • CUSTOMER EXPERIENCE MATRIX   |  TUESDAY, JANUARY 3, 2017
    [Customer, Purchase] Boxever Puts Airline Data in Context for Better Passenger Experience
    Everyone loves a good origin story* and Boxever has a classic: the company started as system to recommend add-on purchases on airline booking sites but found that prospects lacked access to customer data, so it pivoted to build customer databases. Similar stories are common in the Customer Data Platform universe but it’s the details that make each one interesting. Boxever’s foundation is the customer database. customers), sessions, and orders.
  • MODERN B2B MARKETING  |  THURSDAY, DECEMBER 29, 2016
    [Customer, Purchase] 4 Ways Lead Scoring Can Reinforce Your Marketing Strategy and Grow Your Revenue [Ebook]
    Demographic Scoring Identifies Your Most Valuable Prospects/Customers. As you learn more about your prospects and customers, you can develop more tailored campaigns. In another example, if you are marketing to your existing customer base, knowing the job function of who is engaging with your content and actively participating in your programs can help you find or create the right content for your cross-sell and upsell efforts.
  • KAPOST  |  THURSDAY, DECEMBER 29, 2016
    [Customer, Purchase] 10 Trends for B2B Marketing in 2017
    Is marketing more targeted, driving clicks, likes, shares and purchase power towards a particular funnel not just “a sales funnel.”? In 2017, digital marketing in the B2B space is the standard for any organization looking to actually connect with and influence customers at each step of the buyer journey. Are teams collaborating to create content efficiently that resonates with customers? When it comes to lead nurturing, look beyond the funnel and see it in segments.
  • MODERN B2B MARKETING  |  TUESDAY, DECEMBER 27, 2016
    [Customer, Purchase] 6 Holiday Campaigns That Drive the Customer Journey
    There are plenty of creative ways for marketers to leverage the holiday season to drive their business objectives across the customer lifecycle –gaining mindshare, acquiring new customers, retaining and selling more to existing customers, and bolstering loyalty. Let’s take a look at six holiday campaigns that drive the customer journey and what you can learn from them: 1. Conversion/Purchase.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  TUESDAY, DECEMBER 20, 2016
    [Customer, Purchase] How SMBs can get more leads through marketing automation
    What’s best, all of this is done automatically once you’ve set up your campaigns, emails, and segmented your audience, all of which we will get into below. Then, it’s time to start segmenting your audience into smaller groups, which will help you later on by allowing you to send out more personalized emails to the right people and therefore increase your chances of getting more leads and conversions and making more sales. Segmenting your list.
  • VIDYARD  |  MONDAY, DECEMBER 19, 2016
    [Customer, Purchase] 10 Types of Videos You Need to Push Your Audience Through the Funnel
    His looks like this: Moving from the top of the funnel to the bottom, prospective customers move through the Attract stage, to Capture, to Nurture, to Convert, and finally, the funnel ends at the Expand stage. Jeremy indicated that marketers should aim to create two significant types of videos at each funnel stage, for a total of 10 videos that will help you better reach, connect with, and convert your audiences so you can turn them into happy and long-term customers.
  • VIEWPOINT  |  FRIDAY, DECEMBER 16, 2016
    [Customer, Purchase] B2B ABM: Seven Sales & Marketing Tips for 2017 - Tip #3 Should Marketing Be All In On Inbound?
    What other organizations say about the subject: CEB - One fascinating trend we uncovered recently is that average performing reps tend to gravitate more toward inbound, marketing generated leads—because they view them as easier to close (due to the customer being more than halfway through their purchase process, already scoped out their needs, etc.). This is great; this customer just told me what they want. Should your company be all in on inbound marketing. Short answer: no.
  • CUSTOMER EXPERIENCE MATRIX   |  WEDNESDAY, DECEMBER 14, 2016
    [Customer, Purchase] BlueVenn Bundles Omnichannel Journey Management, Personalization, and Single Customer View
    The company offers what it calls an omnichannel marketing platform that builds a unified customer database, manages marketing campaigns, and generates personalized Web and email messages. single customer view, has rich functionality to load data from multiple sources and do standardization, validation, enhancement, hygiene, matching, deduplication, governance and auditing. The system can also look up information about a specific customer in real time if an ID is provided.
  • LEAD LIAISON  |  WEDNESDAY, DECEMBER 14, 2016
    [Customer, Purchase] How To Increase Your Click-Through Rate
    After you boost your CTR, you will push more people into the purchase funnel and get more sales. Then, customize your CTAs for your audience (you could even utilize your database segmentations here!). It is easy to increase your CTR and push people through the purchase funnel by providing some great offers. When people click on an offer, have them give up some personal information so you can continue to customize the experience.
  • MODERN MARKETING  |  WEDNESDAY, DECEMBER 14, 2016
    [Customer, Purchase] Why Your Brand Should Start Using Qualitative Data
    They help turn complex stories about revenue and customers into things that are easy to digest, like dollar figures, delta percentages, and conversion rates. The two easiest are probably to launch lightbox polls on your homepage or to email surveys to prospects and customers. For marketers, this means there is a big difference between asking segments, “Why did you travel this year?”
  • SNAPAPP  |  WEDNESDAY, DECEMBER 14, 2016
    [Customer, Purchase] 73 Experts Reveal B2B Marketing Trends to Leverage in 2017
    Read on to discover which B2B marketing trends you should be leveraging in 2017 to achieve success for your company and customers. Leading marketers in 2017 will strive to create a culture focused on delivering valuable content to their customers that translates into better marketing results. We'll see brands using that customer-focused content to deliver more personalized and relevant content experiences to build brand awareness, engagement and purchase consideration.
  • BIZNOLOGY  |  FRIDAY, DECEMBER 9, 2016
    [Customer, Purchase] Am I connecting with my customers enough? 10 tips for customer outreach
    How’s your customer outreach? You might be looking at how to secure new customers and follow up on leads, but are you also keeping your existing customers happy? We hear a lot about customer engagement and outreach these days. We have our finger on the pulse of our customers like never before—and yet, many of us wonder, “Am I connecting with my customers enough?”. After all, holding on to those existing customers is really your bread and butter.
  • KAPOST  |  THURSDAY, DECEMBER 8, 2016
    [Customer, Purchase] Better Content in Half the Time: Applying Scrum Principles to Content Marketing
    There are seven core values outlined in The Agile Marketing Manifesto , but the two that are most applicable for us here are: Customer-focused collaboration over silos & hierarchy. Process of customer discovery over static prediction. Agile marketers, in other words, will always choose collaboration that is centered on the customer rather than working within existing silos and hierarchies.
  • MODERN MARKETING  |  TUESDAY, DECEMBER 6, 2016
    [Customer, Purchase] 3 Ways to Connect Video Advertising to the Customer Journey
    There’s more opportunity than ever to create engaging journeys that provide value to your customers. Based on our experience working with data-driven marketers, we’ve observed strong trends towards video personalization and increasing demand to integrate video marketing into the customer journey. Connecting video advertising to a marketing stack will ensure that all channels are driving maximum impact and creating a synchronized, personalized journey for each customer.
  • ACTIVEDEMAND  |  FRIDAY, DECEMBER 2, 2016
    [Customer, Purchase] Automated Behavioral Segmentation: Personalized in Real Time
    Automated Behavioral Segmentation: Personalized in Real Time Behavioral segmentation categorizes prospects in different groups based on their actions or engagement patterns. The Basics of Behavioral Segmentation The concept of behavioral segmentation in marketing divides a demographic based on behavior. This consumer decision-making is ultimately affected by his or her behavior, and that is precisely how the behavioral segments are targeted.
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