Analytics is the flavor of the season, as marketers try to make sense of the ever mounting loads of data at their disposal. Data is growing at an exponential rate, as people interact more with social networks and other digital touchpoints. For the marketer, every interaction generates data that offers valuable insights into a customer […]
Category Archives: Customer Relationship Management
The world of marketing is in a state of continuous churn. Changes in customer behavior bring forth new paradigms by the day, rendering previous ones obsolete. It is not enough that a marketer simply adapts to change. They have to embrace change as a routine, and more often than not, implement change in real-time. The net […]
According to CMO Council, 54% of all consumers in the U.S. and Canada would consider ending their loyalty relationships if they were not given tailor-made, relevant content and offers. Providing personalized and customized services has always been a time-tested way to retain customers. In their heyday, mom and pop stores were able to not only […]
Marketing automation is imperative in a sophisticated infrastructure, as it frees the marketer from being bogged down with routine tasks while improving accuracy. A recent study by B2B online: “Marketing Automation: Best Practices for the Management of B2B Digital Marketing Campaigns” reveals that 46% of marketers are already adopting marketing automation in some way, and […]
Move over Big Data. Marketing automation is the new buzzword with marketers. “Marketing Automation: Best Practices for the Management of B2B Digital Marketing Campaigns” confirms the obvious when it discloses that 46% of all B2B marketers have already adopted marketing automation solutions in some form or another, and another 20% are actively evaluating marketing automation […]
Marketers strive to get more and more leads. The underlying logic is since it is customers who provide revenue, and leads bring in customers, more leads would mean more customers and hence more revenues. However, more does not always mean better. The quality of the lead or the revenue a lead ultimately brings in matters […]
Marketing success depends on having a coherent marketing strategy in place that leverages the key strengths of the company to engage with prospects effectively throughout their customer journey. However, in any increasingly competitive world, merely going through the marketing process is not enough. Marketers need to innovate or differentiate to reach out to their prospects […]
With big data analytics and “hyper-customization” becoming indispensable to generate leads and engage with prospects effectively, marketing automation has become an integral part of the marketing landscape. B2B estimates 46% of marketers have adopted some form of marketing automation, with 62% of them being strong adopters. By 2014, the tribe of strong adopters will grow substantially […]
Recently, I introduced how Right On Interactive scores leads and customers in 3D. We’ve discussed the important roles both profile and engagement play in 3D scoring so now it’s only appropriate to dive into the last piece of the equation: lifecycle stage. It’s not enough to score leads and customers based upon their profile fit […]
Ask your sales, marketing and client success teams to define a typical customer for your organization and you’ll receive at least three different answers. As I wrote last week, big data can help build your customer profile (assuming it’s good data) as well as your ideal customer profile as they may not be the same. […]