[Customer, Purchase] How to Structure your Market Development Funds for Digital Marketing
    Many vendors argue that programs which feature market development funds are in a world of flux, and partners (with limited digital marketing experience) are struggling to adjust to end-customer’s transformative demands. The following information explores this very topic, and reimagines MDF to more appropriately align with how buyers consume information and dictate their purchasing. The End-Customer Evolution. Are partners where end-customers want them to be?
  • CONTENTLY  |  FRIDAY, JULY 21, 2017
    [Customer, Purchase] Why It’s Time to Rebuild Traditional Marketing Teams
    According to Salesforce’s 2017 “State of Marketing” report, “Over the past 12–18 months, 61 percent of marketers say they’ve become more focused on evolving from a traditional marketing structure to roles aligned with a customer journey strategy.” ” In other words, brands are looking for employees who can solve specific customer problems, rather than people who can perform a particular skill.
    [Customer, Purchase] Top Tips For Successful Community Building on Twitter
    Their activities work to inspire identification with their brand and empower social customers to act, which translates into a willingness to purchase and spend. Twitter Lists is your best tool to easily monitor conversations, segment and nurture engaged users, and follow customers and brands. Are you struggling to build a strong community for your business on Twitter? It’s easier than you think.
  • HUBSPOT  |  WEDNESDAY, JULY 19, 2017
    [Customer, Purchase] Why Your Design of Experiments Is Probably Wrong
    The data you collect from experiments helps you answer questions -- and those answers give you context around the customer journey. This page’s conversion rate is “okay,” at best, with about 5% of visitors purchasing the boot. The hypothesis: By modifying the value proposition of the product details pages, we’ll be able to observe any difference in purchase rate between them and build better product pages with higher conversion rates. Are these segments evenly distributed?
  • PUREB2B  |  SUNDAY, JULY 16, 2017
    [Customer, Purchase] How to Research Your B2B Audience
    Even if you’ve already identified your ideal buyer persona, you might be leaving multiple audience segments on the table depending on the objectives of your marketing strategy. We live in an age where customer data is easily accessible, so there’s no excuse for not knowing your audience or for ignoring their pain points and specific motivations. Customers today expect a personalized customer experience.
    [Customer, Purchase] Blueshift CDP Adds Advanced Features
    Since then they’ve added many new features and grown to about 50 customers. Basically, the system is still what it was: a Customer Data Platform that includes predictive modeling, content creation, and multi-step campaigns. Customer data can be acquired through the vendor’s own Javascript tags, mobile SDK (new since 2015), API connectors, or file imports. Blueshift also has collection connectors for Segment , Ensighten , mParticle , and Tealium.
  • SNAPAPP  |  TUESDAY, JULY 11, 2017
    [Customer, Purchase] ?What Is the Modern B2B Buying Process?
    The B2B customer experience isn’t a shifting landscape anymore. Your customers are relying on honest peer reviews, and they’re not fooled by 100% 5-star evaluations. . They educate themselves – thoroughly – online before even thinking about making a purchase. And then they make that purchase online, too. . If 22% of sales reps think that their customers are more reliant on them now, what are those customers relying on them for ? .
    [Customer, Purchase] Get Out of the Spam Folder and Into the Inbox
    Gone are the days when marketers could blast out emails to randomly purchased bulk lists, just hoping something would stick. Now keep in mind, while these changes might seem like an attack on email marketing, email is still far and away the most cost-effective method to reach customers and prospects. Make sure to segment your lists for increased targeting. We’re living in a new email world.
  • SNAPAPP  |  FRIDAY, JULY 7, 2017
    [Customer, Purchase] 42 Experts Explain How to Get Better Qualified Leads with Interactive Content
    For years—even before I worked there—Rackspace has provided a very helpful Cloud Calculator to help prospective customers estimate their infrastructure costs. When walking customers through the consideration phase of a potentially complex product like cloud hosting, a calculator is a huge help! The distinctions between those two fields are often confusing to newcomers, and a quiz would be the perfect vehicle for segmenting leads. . . .
  • FATHOM  |  THURSDAY, JULY 6, 2017
    [Customer, Purchase] Leverage Marketing Technology to Improve your Business
    While that’s partially true, the core concepts of a successful business are still in place – listen to your audience , learn what your customers are saying, and improve and adapt to changes in the market. Tools like RingLead and ReachForce allow marketers to gather fundamental firmographic and personal details on their target segments they might not otherwise have access to. What influences them to purchase your products or services? Your customers will thank you for it.
    [Customer, Purchase] 5 Common Mistakes that Destroy a Drip Campaign
    They are used to connecting on social media, getting replies to tweets, having immediate access to customer service chats, and more—all in an instant. Consistently engaging leads and customers to stay relevant and build interest is critical, but having one-on-one conversations with every member of your audience is very difficult to scale. A drip marketing campaign is usually triggered by an action the user takes—filling out a form, downloading content, making a purchase, etc.
    [Customer, Purchase] The Paid Marketing Metrics You Must Measure
    In this article, I segment key paid marketing metrics into three different categories. Within the context of AdWords, there are three different kinds of conversions: Webpage Conversions: These include purchases, leads or sign-ups. By segmenting the data by day, you can see how your quality scores have changed over time: Image source. Using Custom and Lookalike audiences are a surefire way to do this.
  • DISTRIBION  |  FRIDAY, JUNE 30, 2017
    [Customer, Purchase] Automating Marketing When Your eCommerce Shop Gets Busy
    You send purchase confirmation emails to customers, handle customer support through it, and answer questions about your products for potential leads. For example, if somebody purchased a specific product and joined your email list, email automation would help prevent you from sending them emails marketing the product they just bought. All you do in that scenario is annoy the customer.
    [Customer, Purchase] Ten tips for customer reactivation
    Are you looking for the best ways to reactivate dormant customers and reduce churn? Consider which of these may be the most applicable to your business, your customers, and your objectives. The longer a customer is inactive, the more likely an eventual defection. But you can take this principle a step further if you examine customer behavior patterns to predict inactivity before it even starts. Analyze the characteristics of your purchase cycle.
    [Customer, Purchase] How to Qualify Opportunities with Lead Scoring
    You have a bevy of potential customers interested in your products or services, but are they ready to make a purchase? This is a technique of segmentation to ensure you send a message that truly interests each lead. What happens is you risk overlooking many leads that might have made a purchase if someone was there to give the lead attention. Yet, if the lead was nurtured for a few months, they might end up making a large purchase.
  • PUREB2B  |  MONDAY, JUNE 26, 2017
    [Customer, Purchase] The True Power of Contextual Marketing
    According to the Harvard Business Review, the four Ps of traditional marketing (price, placement, promotion, and product) needs to be shaken up and contextualized according to the particular needs, wants, and circumstances of your customers. Contextual marketing enhances the overall customer experience by providing data-driven content that is personalized to an individual’s situation and needs. It’s about the customer and their needs. Increased Customer Engagement.
    [Customer, Purchase] Sample Post | Omni-Channel Marketing
    You communicate to customers on the outside of the wheel. Omni-channel marketers succeed because they understand that the customers – not the brand – are the core of any business. By positioning the customer at the center of the marketing hub, omni-channel marketing strategies deliver personalized conversations via any of the interconnected channels along the wheelbase. . Customers want a hands-on approach. After all, well-nurtured prospects become happy customers.
    [Customer, Purchase] Mobile Marketing Automation Tricks for Lead Generation
    With mobile on the rise, savvy businesses are catering more and more to the mobile customer through apps, email, SMS, social media, mobile web pages and more. In the age of data, manually segmenting leads and marketing to them across so many platforms would take an enormous amount of time and resources. You can automate these push notifications based on triggers such as a customer browsing your website, filling out a form, or other similar actions.
    [Customer, Purchase] 7 Ways to Implement an Effective Omni-Channel Strategy
    You communicate to customers on the outside of the wheel. Omni-channel marketers succeed because they understand that the customers – not the brand – are the core of any business. By positioning the customer at the center of the marketing hub, omni-channel marketing strategies deliver personalized conversations via any of the interconnected channels along the wheelbase. Customers want a hands-on approach. After all, well-nurtured prospects become happy customers.
    [Customer, Purchase] How to Assess the Relevancy of 3rd Party Intent Data
    In other words, which intent signals are the best predictors of purchase behavior? For data to be used to pinpoint purchase intent, you need to trust that the content used to produce the activity is actually related to your solution. Only a small portion of content on the web is going to be very high-focused, in-depth content that would help buyers make a purchase decision, and even less will show up high enough on search engines to drive significant traffic volumes.
    [Customer, Purchase] 3 Ways to Maximize Event ROI with Account-Based Marketing (ABM)
    If you’re hosting an industry event, your target audience may include thought leaders and companies that fit your ideal customer profile (ICP) , including accounts you’d like to turn into customers, opportunities your sales team is currently working, and current customers. This allows you to generate net-new contacts at the right types of companies as well as have valuable in-person interactions with key prospects and customers.
  • SNAPAPP  |  FRIDAY, JUNE 2, 2017
    [Customer, Purchase] 101 Ridiculously Effective Ways to Use Interactive Content in Your Marketing Today
    General Campaigns (microsites, customer marketing, resource gallery, miscellaneous ideas, etc.). . An ROI calculator lets users put in their own variables and get a custom result that’s easily shared. . . Feature a time saving calculator on your website that uses average time saved from your customers using your solution and applies it to a prospect’s own variables. . . Host a photo or graphic contest on an industry-specific topic within your customer pool.
    [Customer, Purchase] Account Based Marketing Best Practices
    While B2B marketers are in charge of delivering the right messages, salespeople are involved and ultimately convert the prospects into customers. Find out who makes the purchasing decisions and determine the business issues they face. The content should be personalized to small groups of decision makers and can be segmented by role, industry or issue faced. Do your research, find multiple channels that work, and customize the content for those outlets.
    [Customer, Purchase] Marketing with Video Content in the Digital Age [Interview]
    We are seeing tremendous growth in brands looking at the entire “customer journey,” meaning that they understand no one is glued to their TV screen watching commercials all day long. These engagements offer brands the opportunity to segment and target messages depending on where they are in their day, and where they are in the thought process of making a purchase decision.
    [Customer, Purchase] How to Pitch Marketing Automation to Your Boss
    Now, when you’re pitching your boss on anything, you have to look at them like a client or customer and think solely in terms of what’s in it for them and their company. You need to become an information hub for prospects, building relationships with them through your content before they even make a purchase. We’re going to interview and survey our customers regularly to find out what they really want us to write about. Behavioral-based segmentation of leads.
  • ACT-ON  |  WEDNESDAY, MAY 31, 2017
    [Customer, Purchase] The Importance of Personalization in the B2B Buying Journey
    You may want to read case studies or customer testimonials to see what others in your industry have done. It’s crucial to acknowledge, respect, and adjust to these types of variations for prospective customers. You may think that personalizing your digital channels, either to segments or to each individual, sounds too difficult. Infosys found that 74% of customers feel frustrated when website content is not personalized to them.
    [Customer, Purchase] AgilOne’s Customer Data Platform Enhances Oracle Marketing Cloud: Three Integration Highlights
    With AgilOne’s customer data platform powering engagement through Oracle Marketing Cloud, marketers can create more consistent, orchestrated, and authentic relationships across channels. AgilOne feeds a single view of the customer data into OMC that incorporates first party information unified across omni-channel event, engagement, and transactional data sources, and enriched with predictive analytics. Enhanced single view of the customer.
    [Customer, Purchase] 7 Ways to Grow Your Luxury Brand
    To elaborate on this, here are the six P’s of luxury marketing: People : Recognizing the value of your customers and their investment in your brand is of utmost importance. Provide Assistance Before Customers Ask for It. You need to foster a customer support team that is highly responsive and can act on customer needs in a jiffy. If you take too long to solve a problem, you don’t just lose a customer – you lose a brand ambassador.
    [Customer, Purchase] Effective Marketing Strategies for B2B Companies
    The following marketing strategies have been found effective in enabling you to find the customers you need as well stimulate business growth. . After you have determined your target market, and have a plan to fulfill their needs, it is important to build segmented content that will resonate with your target audiences. In a 2016 DemandGen Report, it was found that 51% of B2B buyers rely on content to research their purchasing decisions.
  • ACT-ON  |  TUESDAY, MAY 23, 2017
    [Customer, Purchase] 5 Assumptions That Sabotage Your Marketing
    1: We know what the customer wants. It’s the marketers’ job to know their customers, and to accomplish this, they usually complete quite a bit of work – oftentimes creating personas and getting into the heads of each segment. For example, the clothing company Gap featured the same logo for many years; it was what customers knew best. Customers saw the logo and knew what to expect – basic, functional clothing items. Do those trends apply to your customers?
    [Customer, Purchase] 5 Steps to Lead Nurturing Success
    Marketing today is a fast-moving, highly competitive landscape where a proliferation of content from multiple brands competes for customer attention on a plethora of channels, platforms and technologies! Brand loyalty is ever more elusive as customers are faced with seemingly endless choice, and interactions with companies are often brief and low-commitment. What’s the answer to gaining and retaining customers in such a fragmented marketing environment?
  • ACT-ON  |  MONDAY, MAY 22, 2017
    [Customer, Purchase] 7 Tips for Using Buyer Personas in Lead Nurturing
    Picture your customers. This extremely specific description of your model customer is a buyer persona. Buyer personas help you target prospects with surgical precision and nurture them with custom content they care about. To gain deeper insight into your buyers — and to build better buyer personas — you can hold focus groups, interview current customers, conduct surveys, or check out who’s engaging with you via social media. Segment based on personas.
    [Customer, Purchase] Dynamic Yield Offers Flexible Omni-Channel Personalization
    Data is ingested in real time, allowing the system to react to customer behaviors as they happen. This lets it send different messages to different segments within the audience. In other words, the system present a combination of recommendations including some that are similar to the current product, some that are often purchased with it, and some that are most popular over all. The company has more than 100 customers, primarily in ecommerce and media.
  • INFER  |  TUESDAY, MAY 16, 2017
    [Customer, Purchase] Oh How the Tables Have Turned: What B2C Marketers Can Learn From B2B
    This co-authored byline was originally published on CMSWire by Sean Zinsmeister, Vice President of Product Marketing at Infer, and Adrian Chang, Director of Customer Marketing at Oracle Marketing Cloud. B2C marketers have naturally excelled at bringing as many people as possible into the top of the funnel, but B2B companies have perfected the use of intelligence and personalization to move multi-stakeholder buying committees through non-linear customer journeys.
  • HUBSPOT  |  TUESDAY, MAY 16, 2017
    [Customer, Purchase] How to Leverage Social Intent Data in Your Next Nurturing Campaign
    To get there, we need to listen to our customers before we act. Instead of pushing what we "think" customers want, we should wait for them to tell us what they care about. Instead of starting a campaign because a senior leader thinks it's a good idea, we can use customer data to inform the campaign strategy, content and execution. But intent-based marketing is not just about serving the right ad or message to trigger a purchase.
    [Customer, Purchase] Automating Your Healthcare’s Referral Marketing
    Although attracting new customers will always be important, referral business is essential, especially if you specialize in a practice less common. While in this case the doctors aren’t necessarily making a purchase from you, convincing them to send referrals your way is very similar to the buyer’s journey for consumers making a purchase. Email marketing automation isn’t a new concept, but doing it correctly comes down to segmenting your lists well.
  • ACT-ON  |  WEDNESDAY, MAY 10, 2017
    [Customer, Purchase] Six Key Components of a High Performance Marketing Plan
    The drastic transformation of the customer journey means buyers are now in the driver’s seat. With so many choices and access to endless amounts of information empowering them to make their own decisions, buyers are now in complete control of the purchasing process. Especially in the B2B world, customers are comparison shopping online and taking a much longer time to evaluate their options than in the past. Plan to keep customers front and center.
    [Customer, Purchase] Cross-Channel Marketing and How to Not Lose Sight of the Customer
    But in all the mechanics, a marketer’s relationship with the customer can easily get lost. Evaluating the current “customer data platform” trend. It was a time when interactions were in person – for example, someone working in a corner store could truly know each customer because they literally knew each customer. Rise of the Customer Data Platform. don’t offer puffy coats to customers who live in Florida).
    [Customer, Purchase] How the Internet of Things Will Disrupt Digital Marketing
    After all, marketers are no strangers to gathering as much information about their customers as possible in order to analyze, predict, and respond to their changing needs. However, unlike traditional market segmentation, the Internet of Things helps create and enable much richer and complex sets of data. With the amount of new data at the digital marketer’s disposal, some customers may feel uncomfortable with the level of information they expose. Guest post by Beth Kotz.
  • EXO B2B  |  TUESDAY, MAY 2, 2017
    [Customer, Purchase] Emails: still vital for your marketing strategy!
    According to a study by McKinsey, email is 40 times more efficient than social networks to attract customers. The low cost of e-mail mustn’t fool you into thinking your customers will accept anything you throw at them. And speaking of the message… The better you adapt it to you customers, the more you customize it to their tastes and preferences, the more you’ll hold your audience captive. Eventually clear customer preferences will emerge.
    [Customer, Purchase] 4 Ways to Bridge the Gap Between Online and Offline Marketing
    The implication for marketers is that they need to think holistically about the customer experience, using and integrating relevant channels and touchpoints. As an example, a retail bank has sent out 500,000 emails to potential customers to open checking accounts. Technology such as beacons can work wonders when combined with advanced segmentation in your marketing automation solution. With this type of integration, brands can push targeted offers to their customers.
  • HUBSPOT  |  MONDAY, MAY 1, 2017
    [Customer, Purchase] These 7 Brands Take Personalized Marketing to a New Level
    The article details exactly what that information and accompanying process look like, and why psychology makes it easier for marketers to customize the messages they send us. As Duhigg explains in his article -- which goes into much greater detail than I will here -- every Target customer is assigned a Guest ID number after the very first interaction with the brand. Let your customers know that you understand them, without being intrusive.
    [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.
    [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.
    [Customer, Purchase] By the Numbers: A SaaS Growth Story
    means that our customers are worth nearly three and a half times what we are spending to acquire them, which is a key benchmark for SaaS success. Customer Lifetime Value (LTV) is a critical factor that determines how much we can afford to spend on acquiring customers and how profitable we can expect them to be over time. Obviously the best way to reduce it is to tackle both factors, working to lower customer churn while also creating more expansion revenue.
    [Customer, Purchase] The PB&J of Content Marketing
    In this case, we put together a long-form “how-to” guide that provided engaging and informative tutorials for customers. In the midst of ramping up for the second content offer campaign, we began looking at the behavior patterns of new customers who had converted through the first campaign. Surprisingly, most of these new customers were not really visiting any of the product pages for our client’s additional services. You know how they say “first time’s the charm”?
    [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.
    [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.
    [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, 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.
    [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?
    [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.
    [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.
    [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.
    [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).
    [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. . “
    [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.
    [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.
    [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.
    [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.
    [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).
    [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.
    [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.
    [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.
    [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.
    [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?
    [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).
    [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, 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.
    [Customer, Purchase] Marketing Talk: Launch Plans, Analytics, and Targeted Content for ABM
    You can think of it like Dropbox behind the customer’s firewall. A lot of times they’re designed for success teams or customer service. And then, the next piece is actually called Segment, which takes that information and makes it available to other platforms. How do you balance striving for early indicators of success (form conversions) in the top of funnel versus bottom funnel (people who actually purchased)? What is Amium?
  • 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.
    [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, 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.
    [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.
    [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.
    [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.
    [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.
    [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.
    [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.
    [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.
    [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, 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.
    [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.
    [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?
    [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.
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