50 percent of qualified leads do not take any action immediately and have to be nurtured to make a purchase. But leads have to progress through the different stages of the marketing lifecycle, and from the marketer’s perspective, faster is better. One significant way marketers make this happen is through accelerator campaigns. Accelerator campaigns attempt […]
Category Archives: Customer Relationship Management
According to the December 2010 Global Marketing Leadership Online Survey, marketers assign top priority to acquiring new customers (65 percent), increasing brand awareness (40 percent) and improving ROI on marketing interventions (39 percent). Customer loyalty continues to rank well below its actual worth in this misaligned hierarchical representation of marketing priorities. But the changing business […]
Lead scoring allows the marketer to optimize the use of their time and other resources to greatly improve the prospect to conversion ratio. But, the important question on everybody’s mind is how should we score leads? Especially with limited resources. A lead by its very definition indicates probability or likelihood. The straightforward answer as to how […]
Customer Lifecycle Marketing, Customer Relationship Management
The Key Challenges to Automating Customer Engagement
Automating marketing and customer engagement has tons of potential, but such potential translates to reality only when automation is done right. Technology is the least of a marketer’s concerns when considering automation. With adequate funds and executive management support, marketers can easily adopt the right software to automate crucial marketing and engagement processes. The key […]
Customer Relationship Management, Customer Scoring
How to Measure Effectiveness of Different Channels in Lead Generation
Today’s hyper-competitive world breathes ROI. Every marketer conducts a thorough analysis of which channel (social media, paid searches, ads, email and others) works best in delivering leads and achieving revenue goals. In reality, this is easier said than done. Even though we admit that social media has become ubiquitous, a recent study conducted by Abode […]
Customer Lifecycle Marketing, Customer Relationship Management
Use Exchanges and Refunds to Your Advantage
The online marketplace is becoming highly glutted and increasingly competitive. So, what makes an e-business more attractive? The answer is obviously providing a better customer experience. But, with technology helping to level the playing field, how can you beat the customer experience that a competitor provides? A February 2012 survey conducted by UPS and comScore of more than […]
Customer Lifecycle Marketing, Customer Relationship Management, Lead Nurturing
The Importance of Personalized Marketing Campaigns
Today, marketers are caught between the pressures of fickle customers and a hypercompetitive business environment.They are forced to engage the customers one-on-one, based on their terms of engagement. But, do efforts at customization and providing personalized marketing solutions provide any significant benefits? A survey conducted by SAS and Leger Marketing in May 2012 among Internet […]
Segmentation provides incredible insights about the prospect and the customer. But, the effort and cost that go into segmentation is normally pretty high. How can marketers pursue customer segmentation relentlessly if there is no reliable way to measure its ROI? There are many segmentation tools available in the market, but these tools merely automate the […]
Customer Lifecycle Marketing, Customer Relationship Management
The Importance of a Seamless Touchpoint Experience
Customer experience is considered a top strategic priority by 93% of the respondents in a Forrester’s Q4 2011 Global Customer Experience Peer Research Panel Online Survey. With the multitude of touchpoints available today, most customers are often split between the many choices. Most often, they end up accessing the internet using the touchpoint that is […]
Customer Lifecycle Marketing, Customer Relationship Management
The Challenges of Customer Feedback Management
The importance of gathering customer feedback can never be understated. That being said, collecting feedback is only the beginning. The important thing is the execution or following up on the insights provided by the feedback. In the Gleansight benchmark Report on Customer Feedback Management conducted in November 2011, 84 percent of the top performers said […]