• LISTENLOOP  |  MONDAY, JANUARY 22, 2018
    [Customer, Purchase] Designing and Managing ABM Campaigns with Mat Rider
    Think about it as when you’re shopping online, you have a record of yourself, past history of purchases, things that you might have favorited or left in your shopping cart for later. Mat: The three main points that we discussed at the conference was: Think about and segment target accounts through digital and how to utilize that. Then, we will jump down real quick to think about the Segment Target Account List.
  • BIZIBLE  |  MONDAY, JANUARY 22, 2018
    [Customer, Purchase] How To Measure The ROI Of Print Marketing
    In this post we will discuss several tactics for measuring the reach of your print advertising material, and the ROI of printed flyers , custom posters and other print products. Thanks to this, you’ll be able to measure the number of orders or purchases tied to this campaign. A printed flyer is a perfect opportunity for a coupon or voucher with which your customers can receive a discount, a freebie or any other offer. Ask Your Customers. The Importance of Segmentation.
  • MODERN B2B MARKETING  |  MONDAY, JANUARY 22, 2018
    [Customer, Purchase] How to Fix Social Media Mistakes That Can Harm Your Startup
    The flaw in this approach is that your target audience may actually be on another social media channel, so your efforts to save money may actually end up costing you potential customers. You should integrate a cross-channel strategy to reach different segments of your target group. Another reason is that if customers follow you on both platforms, cross-posting can be perceived as laziness. Even worse, it may cause your customers to unfollow you.
  • LEADSPACE  |  MONDAY, JANUARY 22, 2018
    [Customer, Purchase] 10 Reasons You Don’t Know Where Your Most Profitable Customers Are Coming From
    Not all customers are created equal when profitability is considered. So, let’s take a look at the reasons why you might not be able to identify your most profitable customers, and 10 solutions to help you do so: 1. Customer Relationship Management (CRM) Platforms. Using a CRM platform or various marketing technologies to leverage your knowledge of your customer base and revenue potentials helps you to really personalize experiences.
  • MODERN B2B MARKETING  |  FRIDAY, JANUARY 19, 2018
    [Customer, Purchase] 6 KPIs For Content Marketing
    This report can be pulled from Google Analytics’ Audience Overview by comparing and organic traffic segment to overall site traffic. Eric Ayotte, Director of Customer Strategy at content marketing software company Curata shares why this is an important KPI metric: “Recently, top of funnel metrics like these have gotten a bad rap in the industry as “vanity metrics.” These are content marketing KPIs meant to measure the depth of engagement and intent to purchase.
  • CONTENT STANDARD  |  FRIDAY, JANUARY 19, 2018
    [Customer, Purchase] How Do Media Mergers Like Disney and Fox Impact Digital Marketers?
    Disney’s purchase of Fox has so many implications on so many different fronts that it’s hard to digest exactly how this acquisition will bring change to the consumer world. By purchasing Fox’s stake in the online video platform, Disney becomes the majority owner. The cost of content could increase, options for that content could decline, and media giants will feel less pressure to make sure their customers are happy.
  • CHIEFMARTECH  |  THURSDAY, JANUARY 18, 2018
    [Customer, Purchase] 11 Habits of Highly Effective Marketing Technologists
    A primary driver has included the exponential rise of quantity and granularity of customer and marketplace data. Marketing technologists will leverage data across an organization’s operations, the dynamic marketplace, and through customer engagement to serve and adapt. These leaders have developed experience in operations, financial attribution, brand value management, and customer engagement responsibilities. They have customer empathy.
  • WEBBIQUITY  |  TUESDAY, JANUARY 16, 2018
    [Customer, Purchase] Price Matching Pros and Cons for Online Retailers
    Every business or product needs a unique value proposition, something that sets their brand or product apart from the rest and attracts a particular segment of the market. As a growing portion of B2B purchases move online , business marketers will confront more of the same issues (such as price matching) of their B2C counterparts. Price matching reassures customers that they have made a smart purchase at the best price. Guest post by Alex Walker.
  • MODERN MARKETING  |  FRIDAY, JANUARY 12, 2018
    [Customer, Purchase] Why Next Year’s Marketing Success Will Always Follow Last Year’s Customer Experience
    The measurement of customer sentiment has evolved over time. We are constantly searching for more accurate methods of understanding what customers will do in the coming days, months and years. For a long time we tracked mainly customer satisfaction (CSAT) scores, thinking that a happy customer is a long-term customer. After all, the more loyal the customer, the more valuable the customer in terms of lifetime purchases, right?
  • MODERN MARKETING  |  THURSDAY, JANUARY 11, 2018
    [Customer, Purchase] 10 Ways to Grow Your Email List Like a Boss
    Email marketing has long stood in the shadow of its younger, glitzier cousin, social media marketing, as a tool for turning customers into a devoted community of fans. Segmenting Is for Lovers. Don’t rely on your own guesswork, either: Ask new subscribers for their background and preferences as soon as they sign up, via a welcome email series or a customized signup form.
  • SNAPAPP  |  THURSDAY, JANUARY 11, 2018
    [Customer, Purchase] A B2B Guide to Engagement Marketing (with Strategies, Tools and Examples)
    Customers, however, have grown tired of the instant close tactics, especially when it comes to complex B2B buying decisions with much longer sales cycles. . . . Research from Forrester finds that today’s customers “distrust and resent one-off campaigns that interrupt or intercept them”. . You need to earn the right to sell to today’s customers. . In the past, a customer would see an attention-grabbing car advertisement on a billboard and go to a dealership.
  • TELEVERDE  |  THURSDAY, JANUARY 11, 2018
    [Customer, Purchase] How to Approach your Data Strategy
    In the last part of this series of posts on how modern marketers get superior results, we focused on how an engagement strategy can help you understand your customers and send them the right messages at the right time. In this third installment, we’re going to talk about maximizing your data strategy for your prospects and customers. A data segmentation strategy can help you separate your market into categories that are measurable, addressable, and relevant.
  • MODERN B2B MARKETING  |  WEDNESDAY, JANUARY 10, 2018
    [Customer, Purchase] How to Generate Leads with Webinars
    Any marketing and sales professional knows that most buyers don’t make a purchase decision right away. Four sources of topic information you can go for: Current customers. Your best customers already understand the problem you solve. Customer stories like these add credibility. Instead of talking about the topic, they got one of their customers to tell the story instead. They help us to retain and onboard new customers in a scalable manner.
  • CONTENT MARKETING INSTITUTE  |  WEDNESDAY, JANUARY 3, 2018
    [Customer, Purchase] The New Marketing: How to Manage a Media Arm Within Your Company
    In their new book, Killing Marketing , Joe Pulizzi and Robert Rose recount the story of how Arrow Electronics, one of the world’s largest companies, spent millions between 2015 and 2016 to purchase more than 50 media properties to acquire their valuable subscriber lists and editorial talent. These publications are … the lifeline for increasing the knowledge and population size of the Arrow Electronics customer base … Arrow has seized this opportunity.
  • MODERN B2B MARKETING  |  TUESDAY, JANUARY 2, 2018
    [Customer, Purchase] The Personalization Challenge (and Why Tech Alone Can’t Solve It)
    There are several tactics our team uses to create meaningful connections with our base of tens of thousands of customers, without completely overwhelming our sales and marketing teams, or relying solely on technology to do the job. As you think about how to gather and leverage data about your customers, consider what you are (or are not) sharing about the people who run your company.
  • MODERN B2B MARKETING  |  WEDNESDAY, DECEMBER 27, 2017
    [Customer, Purchase] How to Get a Handle on Rising Unsubscribe Rates
    A Few Segments is Not Enough. If you more deeply segment your email list, you’ll be able to automatically send messages that are tailored to their interests. With real-time data on buyer behavior, you can send emails to segments like: Loyal customers who have purchased more than 3 times. Segmenting can be much more than just sending out emails to specific demographics like age and gender.
  • CONTENT MARKETING INSTITUTE  |  WEDNESDAY, DECEMBER 27, 2017
    [Customer, Purchase] 2018 Content Marketing Toolkit: Tips, Templates, and Checklists
    Drive greater loyalty, satisfaction, and evangelism among your existing customers? These composite sketches help characterize key segments of your audience in terms of who they are, what their relevant challenges and concerns are, and what role they are likely to play in their company’s purchasing process. Characterize the customer’s journey. Go ahead and download the content marketing dashboard template and customize it to your team’s needs.
  • CONTENT MARKETING INSTITUTE  |  TUESDAY, DECEMBER 26, 2017
    [Customer, Purchase] Unsolicited Advice: How to Avoid 4 Content Marketing Blunders
    Becky and I have a suggestion: Cash in on the millions of women buying Dollar Shave Club products by creating a separate set of post-purchase content that speaks to the fairer sex’s trials and tribulations. It’s clear you and your team understand how to create great content … but how about customizing some of that creatively snarky content for women? Then you can quickly and easily segment your email communication. Have you hit that moment in the holiday season yet?
  • KOMARKETING ASSOCIATES  |  WEDNESDAY, DECEMBER 20, 2017
    [Customer, Purchase] Report: Marketers Spend Equally on Third-Party Data and Activation Solutions in 2017
    billion on omnichannel data – the information used to identify customers and prospects for engagement purposes. billion), which shows the purchase history of audience members/segments. billion will go toward analytics, modeling and segmentation. Marketers are dedicating a large portion of their budgets toward data, but new research shows they are also having to pay for solutions to support their investment, such as data hygiene.
  • TELEVERDE  |  TUESDAY, DECEMBER 19, 2017
    [Customer, Purchase] Get Smart about Data
    In the last part of this series of posts on how modern marketers get superior results, we focused on how an engagement strategy (link to second blog post) can help you understand your customers and send them the right messages at the right time. In this third installment, we’re going to talk about maximizing the data you have about your prospects and customers. A segmentation strategy can help you separate your market into categories that are measurable, addressable, and relevant.
  • HUBSPOT  |  TUESDAY, DECEMBER 19, 2017
    [Customer, Purchase] How to Help Your Sales Team Close Deals With Content
    Since the company wanted to target the CEOs of restaurant chains, they segmented out the top 30 to target with highly customized content. The company loaded up personalized videos on iPads and sent them to these CEOs in customized packaging. Here are some other ideas you can try out using content to land that first sales call: Build custom landing pages that populate the prospect’s name, company logo, and value props catered to their business needs.
  • CONTENT STANDARD  |  MONDAY, DECEMBER 18, 2017
    [Customer, Purchase] Building Customer Loyalty: How and Why to Value Brand Loyalists
    ” For all the work you’ve done towards building customer loyalty, there suddenly seems to be a chasm between the likes and shares on one hand, and the behavior that ends with a conversion for your brand on the other. It’s an entirely better thing to have an audience segment you know you can count on in nearly any circumstance. The equity of this relationship is why I think content marketing is such a perfect fit for building customer loyalty.
  • CONTENT STANDARD  |  MONDAY, DECEMBER 18, 2017
    [Customer, Purchase] What Buying a New Phone Taught Me About Brand Narrative
    It might seem simpler for the more entrenched of these companies to keep up their advertising efforts, and then build out powerful product marketing collateral on their web pages to inform and encourage that last step before a purchase. Sure, interruptive and memorable sales pitches might work for customers entering your space with no prior knowledge or opinion, but what about the loyal customer who needs more than fast promises to jump their brand ship?
  • LEADFEEDER  |  SUNDAY, DECEMBER 17, 2017
    [Customer, Purchase] How to build a strong B2B buyer persona
    A buyer persona is unique to each business and is an essential element in understanding how to acquire more customers. I’ve been fortunate to work with customers from nearly all industry segments and have exposure to multiple people within all levels of the organization. Examples: Increasing pipeline, making better hires, cutting down customer support case to resolution time. A critical element of B2B Sales is understanding buyer personas.
  • TERMINUS  |  FRIDAY, DECEMBER 15, 2017
    [Customer, Purchase] 12 Ways to Segment Account-Based Advertising Campaigns
    In fact, an analysis of our customers’ campaigns shows that Terminus account-based advertising campaigns targeting fewer than 25 accounts generate 400% more clicks than campaigns with more than 300 accounts. Terminus is an account-based advertising solution that allows B2B marketers to create campaigns for highly segmented audiences of accounts. 10 Ways to Segment Your Advertising Campaign Audience by Account. How Uberflip Uses Technographic Data for Campaign Segmentation.
  • WEBBIQUITY  |  THURSDAY, DECEMBER 14, 2017
    [Customer, Purchase] How to Create an Effective Email Newsletter for Your Business
    Newsletter marketing is the most effective way for business to stay “top-of-mind” with customers and sales prospects. Companies can send useful, informative content (with some product promotion mixed in) through an email newsletter to their list of opt-in subscribers, or better yet, send slightly different content to different segments of that list. Revenue – If the readers make a purchase clicking through email newsletter. Guest post by Prasad Reddy.
  • MODERN B2B MARKETING  |  TUESDAY, DECEMBER 12, 2017
    [Customer, Purchase] 5 Factors to Consider When Segmenting Your Customers
    Everyone knows all the usual suspects for customer segmentation. In the next few years, the tools that we use for segmentation will give companies an even more significant understanding of each customer on an individual level. Still, there are some common misconceptions about the best practices for segmentation. In this blog, I’ll show you five factors to consider before you begin your segmenting your customers. . Micro-Segmentation Builds Trust.
  • SNAPAPP  |  TUESDAY, DECEMBER 12, 2017
    [Customer, Purchase] 30 Experts Discuss Marketing Automation Trends That Will Have The Biggest Impact On B2B Marketers In 2018
    Marketing automation already outperforms paid search and blogging for customer acquisition, and is more effective than analytics and social media for improving customer retention: . . . Chatbots will become a primary channel for lead and customer education. Thankfully, marketing automation tools are focussing on integrations which give the whole organization better visibility over lead and customer data, and allow all departments to make better decisions. .
  • KOMARKETING ASSOCIATES  |  THURSDAY, DECEMBER 7, 2017
    [Customer, Purchase] What B2C Strategies Can You Use in B2B Marketing?
    Facebook is usually faster to update than a website, making it an easy way to notify customers about office closures, product announcements, or other news they may be interested in. Once you have outlined more about your target customers, all of the messaging and marketing content can be better focused toward individuals, instead of seemingly attempting to reach everyone at an entire corporation. Advance Purchases Instead of Gift Cards.
  • TERMINUS  |  TUESDAY, DECEMBER 5, 2017
    [Customer, Purchase] Santa Uses Terminus to Design Magical, Tailored Experiences
    Santa found huge benefits in using Uberflip and Terminus together for scaling personalization across his two segments. Terminus allowed him to segment and target the right audiences with the right messages using digital ads. This level of targeting and customization for his online audience was something that just wasn’t possible before. Your ideal customer profile (ICP) is your touchstone for mapping out the flow of content experiences.
  • SNAPAPP  |  MONDAY, DECEMBER 4, 2017
    [Customer, Purchase] 54 Content Marketing Stats to Guide Your 2018 Strategy
    67% of the typical B2B buyer’s journey is now done digitally, and 9 out of 10 B2B buyers say online content has a moderate to major effect on their purchasing decisions. Takeaway : The modern B2B customer is a digital one--and content plays a large part in the buyer’s journey. Sixty three percent of marketers create content by buyer persona; 38 percent by vertical; 30 percent by geography; and 30 percent by account or customer - Curata. . .
  • BOUND  |  MONDAY, DECEMBER 4, 2017
    [Customer, Purchase] Getting Started with Website Personalization: 3 Things You Need to Know
    Amy’s team segments and serves content to their target audiences based on the industry. Amy Larsen: We are focusing on helping them to activate at scale Demand Generation programs across a multitude of divisions and business units, so a lot of internal customers being that broad and that many markets. We have young engineers that are coming in that are part of the purchase decisions. Our message has become customer-centric.
  • ASPIDISTRA  |  MONDAY, NOVEMBER 27, 2017
    [Customer, Purchase] How to develop a better b2b ecommerce strategy
    When b2b customers buy online, they tend to adopt a different approach to b2c customers. There’s little emotion in their purchasing decisions, they are logical, practical and based around choosing a supplier they can trust – a supplier that ticks the most boxes in relation to product and cost, offers the most flexibility, and delivers the best service. So as well as improving customer engagement, you also improve operational efficiency.
  • MODERN MARKETING  |  MONDAY, NOVEMBER 27, 2017
    [Customer, Purchase] The Holiday Season Is Here, Are You Ready?
    Nearly two out of three consumers (65 percent) have mobile shopping apps on their phones and just as many have made a purchase through a mobile app (66 percent). This type of information will surely influence the decisions that potential customers will make. Ensure that mobile payment features like PayPal, Apple Pay, and Amazon Pay are enabled to make it extremely easy and fast for customers when they shop with you. Drive Relevancy through Messaging and Segmentation.
  • CONTENT MARKETING INSTITUTE  |  SUNDAY, NOVEMBER 26, 2017
    [Customer, Purchase] 5 Steps to Improving Subscriber Data for More Personalized Emails
    But learning more about our subscribers would allow us to truly customize messaging to them. Learning more about our #email subscribers would allow us to customize messaging, says @cmcphillips. This was a great way to learn more about our customers. Through progressive profiling, we asked different questions to discover new information from repeat customers such as the number of employees for the company and annual revenue. Why it helped our customers.
  • TERMINUS  |  MONDAY, NOVEMBER 20, 2017
    [Customer, Purchase] How Uberflip Uses Terminus for Account-Based Marketing
    I’ve found huge benefits in using Uberflip and Terminus together for scaling personalization within our different segments. It allows us to segment and target the right audiences with right messages using digital ads. This level of targeting and customization for our online audience was something that I was never able to do before. I use Uberflip to curate custom collections of content to drive each account to specific information and lead forms that are relevant to them.
  • MODERN B2B MARKETING  |  MONDAY, NOVEMBER 20, 2017
    [Customer, Purchase] 5 Ways Marketing Automation Makes Engagement Easy
    Customers now expect an engaging, personalized experience. The email marketing capabilities in marketing automation platforms allow marketers to send simple emails and more complex sets of email—for example building sequences of emails that are sent to customers automatically, based on pre-defined triggers, behaviors, demographic data, or other criteria. Sending customers a survey to collect their feedback after making a purchase or interacting with your team (such as a demo).
  • MODERN B2B MARKETING  |  FRIDAY, NOVEMBER 17, 2017
    [Customer, Purchase] 6 Tips For Email Marketing Success This Holiday Season
    Of course, you know that your strategy, no matter what needs to engage your customers across multiple channels. And with email being 40 times more effective at acquiring new customers than Facebook or Twitter, it’s important to note that email is not to be ignored. Segmentation. According to DMA , marketers have found a 760% increase in revenue attributed to email from segmented campaigns. Black Friday and the holidays are fast approaching.
  • HG DATA  |  THURSDAY, NOVEMBER 16, 2017
    [Customer, Purchase] Try Technographics in Salesforce Free with HG Data for Salesforce Lite
    In talking to our customers, we’ve come to realize that many of them understand the benefits of using technographics to target the right accounts. HG Data for Salesforce, our new Lightning Data app does exactly that, embedding technographics directly into Salesforce so that marketers can use our comprehensive tech install information to create campaign segments, score and prioritize leads, and deploy workflows and triggers to build more intelligent business processes.
  • CONTENT STANDARD  |  WEDNESDAY, NOVEMBER 15, 2017
    [Customer, Purchase] How One-to-One Marketing Is Changing the Content Marketing Game
    Thanks to machines, brands can learn how to market the right products, at the right time, using the right channel, to a specific, individual customer. Sure, using your customer’s name in an email subject line will help improve open rates. Brands might try to segment their audiences and provide different messages to different demographics, perhaps based on age or location. ” For customers, better content is a trade-off.
  • HUBSPOT  |  WEDNESDAY, NOVEMBER 15, 2017
    [Customer, Purchase] Experts Share Their Top 8 Holiday Email Marketing Tips for 2017
    2) Focus on the customer, not an aggressive sales agenda. Respect their time, and adopt a helpful, customer-centric approach. Even a simple holiday greeting can go a long way in building trust with your customers. Check out this fun gamification email by Taco Bell : 4) Segment and rule. Segmenting your lists to ensure the content appeals to the recipient is essential all year long, but it becomes even more important during the holidays, when emotions run high.
  • CONTENT STANDARD  |  FRIDAY, NOVEMBER 10, 2017
    [Customer, Purchase] Generational Marketing Segmentation Is Broken: Have We Forgotten Baby Boomers in Our Race to Lure Millennials?
    Every piece of advice, every “how-to” article, every case study, every conference features marketing segmentation and the much-feared younger generation, with experts showing how they’ve reached—and kept—that all-important millennial audience. So is marketing segmentation by generation a broken strategy? Because the baby-boom generation is probably the hottest age-defined marketing segment you can tap into. Content Marketing and Storytelling Get the Segment.
  • THE MX GROUP  |  THURSDAY, NOVEMBER 9, 2017
    [Customer, Purchase] Getting MAP Buy-in: Your Guide to Marketing Automation Readiness
    How can I be sure my customers won’t get emails meant for prospects? Segmentation is the key to delivering the right message at the right time. And data cleanliness is the key to effective segmentation. I recommend separating prospects from customers, and then segmenting your customers based on which product or service they purchase from you. From there, you can segment further in whatever way makes sense for your business.
  • MODERN B2B MARKETING  |  THURSDAY, NOVEMBER 9, 2017
    [Customer, Purchase] How to Run A Scaleable Holiday Marketing Program
    The holiday season is a can’t-miss opportunity to recognize and thank customers, partners, and employees with gifts and rewards. There are addresses to be collected, and then there is the race against time to get gifts selected, purchased, and mailed before looming deadlines for mail delivery. With limited time and resources, you need to find a way to make the holiday gifting program scalable to hundreds or even thousands of customers.
  • CONTENT MARKETING INSTITUTE  |  TUESDAY, NOVEMBER 7, 2017
    [Customer, Purchase] A Quick-Start Guide to Paid Content Promotion
    To thrive and grow, it needs a constant influx of supporters who buy into its perspectives, points, and purposes, and customers who purchase its products. Of course, this is why marketing was invented – to draw interest by disseminating information about a brand’s favorable attributes, building desire for its products and services, and providing a clear pathway to make a purchase. No brand can exist in a vacuum.
  • HG DATA  |  TUESDAY, NOVEMBER 7, 2017
    [Customer, Purchase] The Right Technographics for B2B Technology Marketers
    How We Derive Value for Our Customers at Scale. We also have a quality team dedicated to purchasing, licensing and vetting documents from a variety of providers, to ensure we build our technographics from the best sources possible. and perform human validation of statistically relevant samples and independent phone surveys to ensure we’re providing our customers with quality business intelligence. > Learn more about HG Audience Segments.
  • MODERN B2B MARKETING  |  FRIDAY, NOVEMBER 3, 2017
    [Customer, Purchase] How to Achieve the Engagement Your Customers Are Looking For
    Well, maybe not anyone, but it holds true that when making a purchase, prospects look for guidance not only from family and friends but a myriad of other sources. In this era of the Engagement Economy , where everyone and everything is connected, customers have the power to equip themselves with all the information they need to make educated buying decisions. Unfortunately, a problem still exists between what marketers think they are achieving and what customers are experiencing.
  • PUREB2B  |  THURSDAY, NOVEMBER 2, 2017
    [Customer, Purchase] How to Reach Your Audience with Content Distribution
    Are you trying to reach existing customers or potential clients? Or, are you trying to reach out to c-level executives or managers in charge of purchasing and business decision-making? Email is a great way to establish and nurture a relationship with your existing customers and followers. Make sure to segment your email list so that you’re only sending your content to the subscribers that want it.
  • MARKETING CONVERTS  |  THURSDAY, NOVEMBER 2, 2017
    [Customer, Purchase] Don’t Use Leads (Only Use Contacts) in Your CRM
    The primary benefits of diminishing the use of leads and promoting the use of accounts and contacts in your CRM system are: Better segmentation and personalization. When a person exists as a lead (and not as a contact associated to an account) typically you only have the data that A) the person entered into an online registration form, B) the data you received from a purchased list. Download a spreadsheet of accounts from your CRM that are active customers.
  • MARKETING CONVERTS  |  THURSDAY, NOVEMBER 2, 2017
    [Customer, Purchase] Don’t Use Leads (Only Use Contacts) in Your CRM
    The primary benefits of diminishing the use of leads and promoting the use of accounts and contacts in your CRM system are: Better segmentation and personalization. When a person exists as a lead (and not as a contact associated to an account) typically you only have the data that A) the person entered into an online registration form, B) the data you received from a purchased list. Download a spreadsheet of accounts from your CRM that are active customers.
  • MARKETING CONVERTS  |  THURSDAY, NOVEMBER 2, 2017
    [Customer, Purchase] Don’t Use Leads (Only Use Contacts and Accounts) in Your CRM
    The primary benefits of diminishing the use of leads and promoting the use of accounts and contacts in your CRM system are: Better segmentation and personalization. When a person exists as a lead (and not as a contact associated to an account) typically you only have the data that A) the person entered into an online registration form, B) the data you received from a purchased list. Download a spreadsheet of accounts from your CRM that are active customers.
  • TERMINUS  |  WEDNESDAY, NOVEMBER 1, 2017
    [Customer, Purchase] How to Orchestrate Account-Based Interactions Across Marketing & Sales
    At the end of the day, the answer lies in orchestrating engagement through account-based interactions, or coordinated promotion and outreach, to your ideal customers. The goal of your account-based interactions must be to create engagement with the people at your target accounts who can influence the purchase of your product. Editor’s Note: A version of this post first appeared on Engagio’s blog.
  • HG DATA  |  TUESDAY, OCTOBER 31, 2017
    [Customer, Purchase] How Technographics Help Define and Target Demand in the SiriusDecisions Demand Unit Waterfall
    The core element of the Demand Unit Waterfall is the concept of a Demand Unit, which SiriusDecisions defines as a group of executives that play various roles in the purchase process, ranging from decision champion to decision ratifier. There are multiple data sets that go into building an ideal customer profile to aid in sales and marketing activities throughout the Demand Unit Waterfall. This information is crucial in developing highly-targeted customer messaging.
  • TERMINUS  |  MONDAY, OCTOBER 30, 2017
    [Customer, Purchase] How ABM Masters Do Account-Based Marketing
    When you’re doing ABM right, you will see inbound activity from your named target accounts, and you’ll also be able to better identify net-new inbound leads that belong to accounts that fit your ideal customer profile (ICP). So we need to think about new ways to help us cut through the noise to show that we are different and that we are better, new ways to engage customers, engage target accounts, and keep them connected with us throughout the buying journey.”
  • MODERN B2B MARKETING  |  MONDAY, OCTOBER 30, 2017
    [Customer, Purchase] 6 Email Marketing Tips for the B2B Marketer
    To cater specifically to needs instead of casting a wide net with an email blast, leads must be segmented into relevant groupings. A good starting point is to segment leads based on each one’s stage in the buying journey. In essence, the platform guides leads through the nurturing process for you—based on a sequence you design up front—reducing effort, using data to deliver relevant emails, and segmenting contacts into lists automatically. Customize Dynamic Content.
  • PUREB2B  |  SUNDAY, OCTOBER 29, 2017
    [Customer, Purchase] 10 Types of Online Forms (and How to Use Them)
    The act of keeping in touch with a brand makes a user all the more likely to engage and keep the brand top-of-mind when a purchase decision is ready to be made. It’s a form that asks for sales-specific information and connects them directly to the sales department as quickly as possible because they’re just about ready to make a purchase. Customer Feedback. These forms/surveys come after your customer has received the product or service.
  • ENGAGIO  |  WEDNESDAY, OCTOBER 25, 2017
    [Customer, Purchase] How to Leverage Your Current Marketing Team to Get Started with ABM Now
    To start, answer these questions: Who helps determine your optimal business segments and your Ideal Customer Profile (ICP)? Building out accounts for key titles (purchasing and enriching data, and ensuring data accuracy). Here’s a more explicit overview of the ways your team members can play a role: Product marketing could help define the Ideal Customer Profile and the segments to pursue, which will in turn inform your predictive scoring model.
  • ABERDEEN CMO ESSENTIALS  |  WEDNESDAY, OCTOBER 25, 2017
    [Customer, Purchase] How Can Companies Get Better at Personalization?
    Amazon sent out emails telling people a gift purchased from their baby registry was on its way. Here’s the problem: I’m already a customer! When used correctly, personalization can give customers or prospects the feeling that the business can help them specifically. I completely understand where marketers are coming from when trying to segment their customers so they can send them more useful and meaningful messages.
  • CONTENT MARKETING INSTITUTE  |  WEDNESDAY, OCTOBER 25, 2017
    [Customer, Purchase] Don’t Be Overwhelmed by Facebook Advertising: 10 Tips to Use Any Time
    With more than 79% of American internet users on Facebook, the platform holds the keys to your potential customers’ hearts. With more than 79% US internet users, @Facebook holds the keys to potential customers’ hearts. Know your customers. When it comes to Facebook advertising, it is crucial to know your customers well enough to create a highly targeted Facebook ad audience. Blog readers (even better if you segment them by topics).
  • PUREB2B  |  TUESDAY, OCTOBER 24, 2017
    [Customer, Purchase] 5 Principles of Effective Social Selling
    Social media marketing is about delivering content to a particular community or segment, whereas social selling refers to the meaningful interaction between salespeople and individual prospects. Once a lead is generated, the goal of social selling is to nurture that lead through one on one interactions and to drive the prospect towards a purchase decision. Social selling has the same goal as traditional selling – to drive purchase decisions – using a new approach.
  • MODERN MARKETING  |  MONDAY, OCTOBER 23, 2017
    [Customer, Purchase] How to Craft Your Content to Support Your Account-Based Marketing Efforts
    The thought-leadership they can find from other companies also shapes their purchase decisions to invest in a brand's products or services. There are some specific ways to generate scalable content that will achieve these goals throughout the customer lifecycle. This only involves a small segment, but it provides insight on how the larger audience will react. A central component of your Account-Based Marketing (ABM) strategy is content.
  • PUREB2B  |  MONDAY, OCTOBER 23, 2017
    [Customer, Purchase] What’s the Deal with Lead Magnets?
    But visitors are seldom ready to make purchase decisions right away. The simple act of browsing your site is a promising indication that sooner or later, they might become a customer. By getting these details, you can paint a better picture of these prospects, and in the future, you can also take advantage of qualitative information to craft better lead magnets that are more attractive to your target audience segment.
  • MODERN B2B MARKETING  |  WEDNESDAY, OCTOBER 18, 2017
    [Customer, Purchase] How to Use Drip Campaigns to Nurture Existing Customers
    Many marketers understand the power of implementing automated drip campaigns to turn leads into customers by moving them through the sales cycle. Truly successful marketers know the best bang for your marketing buck comes from using drip campaigns to nurture existing customers. Smart marketers know that it’s easier and more cost effective to sell to existing customers than it is to cultivate new leads. Segment and Set Rules.
  • HG DATA  |  WEDNESDAY, OCTOBER 18, 2017
    [Customer, Purchase] The Right Technographics for B2B Technology Marketers
    How We Derive Value for Our Customers at Scale. We also have a quality team dedicated to purchasing, licensing and vetting documents from a variety of providers, to ensure we build our technographics from the best sources possible. and perform human validation of statistically relevant samples and independent phone surveys to ensure we’re providing our customers with quality business intelligence. > Learn more about HG Audience Segments.
  • BIZIBLE  |  THURSDAY, OCTOBER 12, 2017
    [Customer, Purchase] [Interview] How B2B CMOs Manage and Develop Marketing Plans 
    Mr. Vesey is responsible for the Company’s Marketing function, building the Xylem brand by focusing on the unique needs of customers in specific industry verticals, expanding digital marketing capabilities, developing key account management capabilities and integrated commercial IT systems to improve the customer experience. This score tells us whether a customer is likely or unlikely to recommend us to a peer.
  • CIRCLE STUDIO  |  THURSDAY, OCTOBER 12, 2017
    [Customer, Purchase] Important Marketing Terms that Every B2B Executive Should Know
    Brand discovery – A research-oriented process where the brand’s positioning, messaging and value to customers are defined, or, in the case of a brand refresh, refined. Conversion – Achievement of any desired action by a customer, such as subscribing to a blog, downloading a whitepaper, clicking on an advertisement, or purchasing a product. Learn More About Customer Experience.
  • CONTENT STANDARD  |  WEDNESDAY, OCTOBER 11, 2017
    [Customer, Purchase] Anecdotal Analytics: How Storytelling Can Improve Your Measurement Structures
    Because while our manager examines the numbers for their new sales conversion goals, a financial analyst in a different office has found something curious: Customer retention has improved noticeably over the last few months, and the number of customers who have purchased add-on modules for their software package has jumped. Most marketers know this, and may start out with a handful of assumed or historically observed segments for their strategy.
  • THE LEAD AGENCY  |  TUESDAY, OCTOBER 10, 2017
    [Customer, Purchase] The B2B Digital Marketing Mountain
    Obviously, there are other B2C decisions that require much more consideration, such as the purchase of a new car, which will involve a significant amount of research and evaluation of the different alternatives. B2B purchase decisions often involve the consideration of a number of parties, as the end user of the product or service is typically not the person who is actually buying. 81 percent of B2B purchase cycles start with a web search ”.
  • ABERDEEN CMO ESSENTIALS  |  TUESDAY, OCTOBER 10, 2017
    [Customer, Purchase] Are Marketers Ready for Artificial Intelligence?
    No matter how much social listening you are doing or how industriously you are logging chats between customers and your support team, if you can’t access and leverage that data as easily as you might current customer spend or date of last sales contact, it’s just not useful. Every customer-facing department has its own particular data needs and uses its own unique technology stack to collect that data.
  • MODERN B2B MARKETING  |  TUESDAY, OCTOBER 10, 2017
    [Customer, Purchase] 3 Steps to Applying Your Personas to Segmentation
    The answer lies in using technology to create segments, and tailor your marketing to each persona by assigning it a segment. Segmentation is the practice of dividing your database into identifiable groups for the purpose of tailoring your marketing and communication to your target audiences. Map Personas to Segments. A persona can be very detailed, containing information on his purchasing authority, pain points, and motivators.
  • CONTENT MARKETING INSTITUTE  |  MONDAY, OCTOBER 9, 2017
    [Customer, Purchase] How to Deliver Emails That Will Increase Reach, Impact, and Subscriber Satisfaction
    They are used as a preliminary step toward customer qualification (i.e., Allow subscribers to customize the types and frequency of the messages they receive. Emailmarketing tip: Allow subscribers to customize type & frequency of message, says @SujanPatel. Segment your list for increased relevance and impact. HANDPICKED RELATED CONTENT: How User Segmentation Really Works in Content Marketing.
  • CUSTOMER EXPERIENCE MATRIX   |  SATURDAY, OCTOBER 7, 2017
    [Customer, Purchase] Attribution Will Be Critical for AI-Based Marketing Success
    That is, work is still organized into campaigns that deal with customer segments because the human manager needs to think in those terms. It’s true that the segments will keep getting smaller, the content within each segment more personalized, and more tests will yield faster learning. This means we no longer need campaigns and segments and can truly orchestrate treatments for each customer as an individual.
  • SHARPSPRING  |  FRIDAY, OCTOBER 6, 2017
    [Customer, Purchase] The Best Re-Engagement Tactics for Your Marketing Campaigns
    Each year, brands lose an average of 25% of their email list , and between 25-50% of customers become inactive. The big challenge brands face is how to reactivate potential customers who have either (a) shown interest but never bought, or (b) made a prior purchase but then disengaged. Why lose the value of an acquired customer (or lead, for that matter) after investing resources to grab their attention? Segment Your Email Lists. Re-Engage Customers Early.
  • MODERN MARKETING  |  WEDNESDAY, OCTOBER 4, 2017
    [Customer, Purchase] 4 Ways to Enhance Broadcast Email Campaigns with User-Generated Content
    When used correctly, broadcast email campaigns can help you reach customers at scale. Furthermore, if segmented, they can help you reach specific subsets of potential customers with engaging content. Marketers are aware that personalizing visual email content is critical to success, but many shy away from that idea beyond basic audience segmentation. The power of customer-created photos and videos can also be brought to different broadcast email campaigns.
  • SNAPAPP  |  TUESDAY, OCTOBER 3, 2017
    [Customer, Purchase] Sales and Marketing Alignment: 45 Experts Explain How To Connect The Dots
    As a result, sales teams are now leaning heavily on marketing teams to produce content that helps them tell a story, communicate value, and ultimately move the lead down the funnel from prospect to paying customer. . Organizations with tightly-aligned sales and marketing had 36% higher customer retention rates and achieved 38% higher sales win rates – MarketingProfs. 2: Create a feedback loop so sales has an opportunity to relay customer pain points and needs.
  • CUSTOMER EXPERIENCE MATRIX   |  THURSDAY, SEPTEMBER 28, 2017
    [Customer, Purchase] Customer Data Platforms Spread Their Wings
    I escaped from my cave this week to present at two conferences: the first-ever “Customer Data Platform Summit” hosted by AgilOne in Los Angeles, preceding Shop.org, and the Technology for Marketing conference in London, where BlueVenn sponsored me. People in both cities described CDPs being bought and used throughout client organizations, sometimes after marketing was the original purchaser and sometimes as a corporate project from the start.
  • MARKETING CONVERTS  |  THURSDAY, SEPTEMBER 28, 2017
    [Customer, Purchase] Lead thresholding: Don’t do it
    Address this issue by creating a sortable custom field that denotes the importance of the record. Segmentation : Inability of the marketing automation platform to utilize account level data to segment leads (assumes account-party methodology in the CRM) and personalize emails. This could include a customer nurture that focuses on the product the client uses and its renewal date. Like segmentation, this assumes account-party methodology.
  • MARKETING CONVERTS  |  THURSDAY, SEPTEMBER 28, 2017
    [Customer, Purchase] Lead thresholding: Don’t do it
    Address this issue by creating a sortable custom field that denotes the importance of the record. Segmentation : Inability of the marketing automation platform to utilize account level data to segment leads (assumes account-party methodology in the CRM) and personalize emails. This could include a customer nurture that focuses on the product the client uses and its renewal date. Like segmentation, this assumes account-party methodology.
  • TERMINUS  |  TUESDAY, SEPTEMBER 26, 2017
    [Customer, Purchase] 3 Game-Changing Benefits of the Terminus + Salesforce Integration for Account-Based Marketing
    For B2B teams, Salesforce is often used as a single source of truth — a data-rich platform supported by powerful integrations that Marketing, Sales, and Customer Success all rely on. Target Dynamic Audiences with Advanced Segmentation. You can segment your Terminus advertising tactics by any field in Salesforce, including custom fields. Account Type – Many Terminus users leverage ads to engage their customers, not just their prospects and opps.
  • MARKETING CONVERTS  |  MONDAY, SEPTEMBER 25, 2017
    [Customer, Purchase] 8 Challenges and 4 Benefits of Having 2+ Marketing Automation Platforms
    This can often be traced back to a handful of reasons including mergers and acquisitions, division or country level purchases, outsourced demand generation efforts, and/or the need to do transactional combinations alongside lifecycle nurturing. Segmentation and filters : Contact and account fields like department, level, industry, revenue size, etc., frequently are used to make a segment or filter, but so are a contact’s activities such as email clicks, submissions of forms, etc.
  • MARKETING CONVERTS  |  MONDAY, SEPTEMBER 25, 2017
    [Customer, Purchase] 8 Challenges and 4 Benefits of Having 2+ Marketing Automation Platforms
    This can often be traced back to a handful of reasons including mergers and acquisitions, division or country level purchases, outsourced demand generation efforts, and/or the need to do transactional combinations alongside lifecycle nurturing. Segmentation and filters : Contact and account fields like department, level, industry, revenue size, etc., frequently are used to make a segment or filter, but so are a contact’s activities such as email clicks, submissions of forms, etc.
  • THE ROI GUY  |  MONDAY, SEPTEMBER 25, 2017
    [Customer, Purchase] Expand Selling: The Requirement to Prove Realized Value
    Purchasing has moved from IT to the business, who only control the budget for their functional areas rather than the enterprise. Although there is a bright spot in cloud and services helping to overcome some of the revenue decline, companies that have moved to subscription and consumption-based pricing, have faced other issues, with a substantial business model shift and initial contract value for new customers decreasing.
  • THE MX GROUP  |  FRIDAY, SEPTEMBER 22, 2017
    [Customer, Purchase] 3 Ways to Tackle Your Year-End Revenue Goals in Q4
    Even in this age of automation, according to the Direct Marketing Association , more than half of buyers prefer to speak to a real person when making a purchasing decision. Your database is a gold mine of buy-ready customers and potential sales, but for many marketers, it’s tough to find the treasure in a sea of data. Or segment your database by purchase history, engagement or position in the buying cycle to find buyers who will likely purchase soon.
  • MODERN B2B MARKETING  |  THURSDAY, SEPTEMBER 21, 2017
    [Customer, Purchase] 11 Automated Emails You Should Be Sending with Your Engagement Platform
    Segmenting and automating your email marketing is essential if you want to attain new customers and maintain existing ones. New Customer. Not all of your visitors will become customers , but when they do, make sure you recognize that transition with a warm welcoming message. You’ll get a positive start to your relationship while staying engaged with them and increasing your chances of turning them into repeat customers. Customer Success.
  • CUSTOMER EXPERIENCE MATRIX   |  SATURDAY, SEPTEMBER 16, 2017
    [Customer, Purchase] Vizury Combines Web Page Personalization with a Customer Data Platform
    One of the fascinating things about tracking Customer Data Platforms is the great variety among the vendors. disguised) customer ID it has placed on the visitor’s browser cookie. When a visitor enters the site, a Vizury tag sends the hased ID to the Vizury server, which looks up the customer, retrieves a personalized message, and sends it back to the browser. This lets Vizury send outbound messages through the customer’s preferred channel when there’s a choice.
  • NAVIGATE THE CHANNEL  |  THURSDAY, SEPTEMBER 14, 2017
    [Customer, Purchase] How to Move Your B2B Company into a Fully Data Driven Strategy
    Do not assume that all purchase decisions are made at the top of the executive suite. The motivations of the specialists who may be greenlighting your purchases are likely different from what you think. If you are segmenting your data, then you are missing the insights that can only come from a holistic assessment. A holistic strategy that is purely data driven will consistently improve your customer relations and lead you to the results that you have been looking for.
  • WEBBIQUITY  |  THURSDAY, SEPTEMBER 14, 2017
    [Customer, Purchase] Seven Ways Cohort Analysis Can Optimize Company Performance and Results
    Accelerated growth in this industry requires in-depth knowledge of user behavior that leads to in-app purchases or the decision to uninstall. Proving this is necessary and possible by analyzing segmented cohorts. Customer Acquisition by Channel. Monthly segmentation by revenue gained from each channel illuminates your highly efficient sources of acquisition as well as the least effective. The key is to segmented users is based on clearly defined groups.
  • HG DATA  |  WEDNESDAY, SEPTEMBER 13, 2017
    [Customer, Purchase] Better ABM from Better Data: Using Data to Build a Propensity to Buy Model
    While Ideal Customer Profile (ICP) identification is usually Step 1 in building out an account-based marketing program, it quickly raises the question of which ICP’s among your Total Addressable Market (TAM) truly have a propensity to buy. In propensity to buy analysis, you look deeper, beyond simply which companies might be a good fit for your offering some time, to examine key indicators of a higher likelihood to seriously consider a purchase in the near future.
  • SHARPSPRING  |  FRIDAY, SEPTEMBER 8, 2017
    [Customer, Purchase] Your Definitive Guide to Google Analytics
    In short, it lets you keep track of every aspect of the customer’s journey and gives you insights on the following: Number of new site visitors. Data collection and management features give you an overview of your customers so you can better tailor your marketing strategy : Collection APIs: Use Javascript libraries, mobile app SDKs (iOS & Android), and open measurement protocols for comprehensive data collection. Custom funnels for your configuration.
  • SNAPAPP  |  FRIDAY, SEPTEMBER 8, 2017
    [Customer, Purchase] A Simple 6 Step Guide to Building a Well-Oiled B2B Lead Generation Funnel
    It’s the process of starting with, and sifting through, a large number prospects, identifying which ones are viable as sales leads, and then nurturing these qualified leads into paying customers at the end of the funnel. . The lead gen funnel is a tool for defining who your best leads are, understanding where they are in the lead generation process, and outlining how your business will move leads down the funnel and have them come out at the end as paying customers. . .
  • KEO MARKETING  |  MONDAY, SEPTEMBER 4, 2017
    [Customer, Purchase] Marketing Strategies for Technology Companies
    Every company must market itself to build brand awareness, generate leads, and secure new customers. Without marketing, your potential customers may never see your company in search results when looking for products you provide. When you understand the buyer’s pain points and purchase journey, you can deliver the right content at the right time using the right channels. Also, pay attention to the questions your customers ask. Also, provide customer support when needed.
  • MODERN MARKETING  |  MONDAY, SEPTEMBER 4, 2017
    [Customer, Purchase] 5 Things About Email Marketing Your Boss Will Want To Know
    The Content is Optimized and Segmented. While you are not optimizing the content for a search engine, your boss needs to know how you are creating the content in a way that works specifically for inbox delivery and the expectations of your segmented audience. Explain to your boss how you have personalized and segmented the email list and accompany email content for those groups to illustrate that you realize the value of doing this over just sending out the same content to everyone.
  • SNAPAPP  |  THURSDAY, AUGUST 31, 2017
    [Customer, Purchase] 43 Execs Explain How Millennials Impact B2B Buying Committees
    Though this shift might seem minor, it greatly impacts how marketing teams operate, sales teams engage, and how purchase decisions are ultimately made. . Respondents were pre-qualified for the survey with the question “Are you involved in either influencing, recommending, or approving a purchase for your organization or client?” Each of these preferences is central to social media in general, so it's not surprising that they extend into the decision making process for purchases.
  • CUSTOMER EXPERIENCE MATRIX   |  THURSDAY, AUGUST 31, 2017
    [Customer, Purchase] AgilOne Adds New Flexibility to An Already-Powerful Customer Data Platform
    It’s more than four years since my original review of AgilOne , a pioneering Customer Data Platform. In fact, the core data management portions have been entirely rebuilt, replacing the original fixed data model with a fully configurable model that lets the system easily adapt to each customer. It still includes predictive models and provides a powerful query builder to create audience segments. This puts it at one end of the spectrum of Customer Data Platforms.
  • MARKETING ENVY  |  THURSDAY, AUGUST 31, 2017
    [Customer, Purchase] Inbound vs. Outbound Marketing for B2B: The Showdown
    Apart from high costs, potential customers actively dodge outbound advertising. Hubspot defines it as any method such as “trade shows, seminar series, email blasts to purchased lists, internal cold calling, outsourced telemarketing, and advertising” that “pushes your message out far and wide hoping that it resonates with that needle in the haystack.”. Great marketing makes the customer feel smart" Joe Chernov.
  • MODERN B2B MARKETING  |  FRIDAY, AUGUST 25, 2017
    [Customer, Purchase] 4 Ways Digital Marketers Can Make Data Work for Them
    Segmenting Marketing Efforts. Many marketers wish they had a painless method for segmenting leads —especially according to purchasing habits, like what the customer has bought in the past. However, email marketing apps aren’t made to hold excessive amounts of customer data, they’re made to design and send emails. To segment effectively, you’ll need to use data that is trapped in other apps. With proper segmentation, you’ll see open rates go way up.
  • HUBSPOT  |  THURSDAY, AUGUST 17, 2017
    [Customer, Purchase] How to Automate Your Client KPI Reporting Process: The 11 Step Guide
    How easily can you build custom reports? That list might include metrics from a Google Analytics segment for organic traffic, combined with contacts generated from search, which is measured by a smart list or a lifecycle stage from HubSpot. Be careful of creating customized reports for each of your clients. You can keep this process simple by grouping your clients based on their reporting needs and serving a customized template to each group.
  • BOUND  |  WEDNESDAY, AUGUST 16, 2017
    [Customer, Purchase] The Power of Visual Storytelling with UGC
    Storytelling to resonate with the heart of your web audience is a powerful way to influence their purchase decisions. Many of our Travel & Tourism customers use CrowdRiff to curate UGC galleries on their websites. Our partnership with CrowdRiff allows these destination marketers to segment their web audience by different data sets and serve a CrowdRiff gallery specific to what we know about them.
  • BOUND  |  WEDNESDAY, AUGUST 16, 2017
    [Customer, Purchase] The Power of Visual Storytelling with UGC
    Storytelling to resonate with the heart of your web audience is a powerful way to influence their purchase decisions. Many of our Travel & Tourism customers use CrowdRiff to curate UGC galleries on their websites. Our partnership with CrowdRiff allows these destination marketers to segment their web audience by different data sets and serve a CrowdRiff gallery specific to what we know about them.
  • THE MX GROUP  |  WEDNESDAY, AUGUST 16, 2017
    [Customer, Purchase] Your Top Ten Questions About B2B Buyer Personas
    It’s important to ensure both Sales and Marketing are in alignment from a segment prioritization perspective. You will also want Sales’ agreement in defining what makes up the profile of the people and the organizations within those segments. Do they focus on particular segments in a meaningful enough way? A big driver is the time it takes to schedule interviews with prospects and customers to get the insights you need.
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