The importance of customer feedback needs no emphasis. The “voice of the customer” provides significant insights on how to improve products or services and how to position the product better, improve leads and more. But the task of gaining and managing feedback is easier said than done. Most enterprises now react when a customer contacts the call […]
Customer Lifecycle Marketing, Customer Relationship Management
Transforming Customer Engagement Via Automation
Customers are more informed than ever before, and, in many cases, they rarely interact with sales personnel throughout the sales lifecycle when they are completing transactions over the Internet. Automation, in its core sense, means a machine makes the decisions without pausing for human intervention. In such a tech-centric world, automating marketing functions makes sense. […]
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 […]
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 is assigning points to prospects to identify those most likely to make a purchase. However, less than 10 percent of companies actually practice and utilize lead scoring. This is primarily due to a misconception that lead scoring is a complex exercise, which stems from there being no hard and fast criteria on how […]
Marketers use lead scoring to determine which prospects are more likely to make a purchase. Lead scoring, however, has the potential to go beyond this. Lead scoring allows the marketer to: 1. Determine the value of the prospect to the business. Marketers naturally assign priority to high value prospects, but in today’s hyper competitive environment, […]
Long sales cycles and complex purchase decisions make automation essential to score prospects. While many companies have used automation to good effect, the move is fraught with challenges. Here is a quick look at some of the crucial factors that determine the success of your lead scoring automation. The Algorithm: The success of lead scoring […]
The recent research “Mapping Marketing to the Transforming Buying Process” conducted by DemandGen and Genius.com, reveals that while 82 percent of the marketers who used social media for lead generation succeeded in generating a minuscule one to five percent of total leads, only four percent succeeded in generating 20 percent of their leads through social media. The […]
Customer Lifecycle Marketing, Email Marketing, Lead Nurturing
Drip Marketing: A Way to Cultivate Relationships
In almost every industry, a marketer has to cultivate a relationship with a prospect before a conversion. In today’s economy, very few customers would make high ticket purchases without brand familiarity and trust. Earning visibility and trust takes time and requires patience. There is no shortcut to this process. So, how do marketers close the […]
In the age of hyper-competition, retention counts. When prospects can relate to a brand or associate something positive with it, they will respond to an engagement initiative. Delivering top notch service and engaging the customers on their terms is vital. But, marketers also have to go all out to ensure that the brand lingers in […]