Conventional wisdom holds marketing and sales as two distinct departments, with the marketers generating and nurturing leads and passing them on to sales when the prospect is sales-ready. While there have been clarion-calls for increased cooperation between marketing and sales team, the latest developments, especially in marketing automation, tends to blur the distinction between marketing […]
Category Archives: Customer Relationship Management
Today’s customers are highly aware and leverage the Internet to scour information. Sirius Decisions estimates that B2B buyers are already 70 percent through the buying process before they contact the vendor. To retain customers in such a fluid environment marked by fleeting customer loyalties, marketers need to nurture valuable relationships with prospects. So, how do […]
The importance of cleaning up your marketing database can never be understated. Failure to do so may result in total waste of the marketing effort and the associated time and investment. Cleaning up dirty data can be a nightmare, depending on how much time and effort you have already invested in it. The following methodology can help: […]
Customer Lifecycle Marketing, Customer Relationship Management
Why Dirty Data is the Death of a Marketer
Today’s marketers face unprecedented challenges in adjusting to those posed by new media and changing buyer habits. Marketers respond to these challenges by trying to overcome the barriers posed by business processes, resources, and technology, but usually ignore the challenges pertaining to data. They focus on planning projects, aligning team goals, developing content, training staff, […]
Customer Lifecycle Marketing, Customer Relationship Management
How Lifecycle Marketing Solutions Bring Success in Troubled Times
The CMO Council estimates that only 15% of all companies plan to increase their marketing budget this year. At the same time, 21% of companies plan to scale back their marketing budgets. The reason is obviously the troubled economy, and a hypercompetitive business environment where companies are hard-pressed to generate more revenue. While it is […]
Web analytics has come a long way with the emergence of marketing automation. But analytics is an exercise in futility unless the data makes sense and is put to good use. The challenge is to identify crucial information from all of the mass data available and apply it to increase engagement and move the customers […]
Customer Lifecycle Marketing, Customer Relationship Management
How to Get the Most Out of Agile Data Management
With marketers and brand managers realizing the potential benefits of agile data management, the race is on to implement such practices across the board. Although the concept is simple enough, implementing it is easier said than done. The mistake many managers make is being obsessed with the technicalities of the concept. Agile data management is […]
Customer Lifecycle Marketing, Customer Relationship Management
How Agile Data Management Enpowers Everybody
Information is power, especially when success in this day and age depends on quick access to information. Everyone, ranging from top-level strategists, market research teams, product development task forces, to technical support and contact center staff need real-time data at their fingertips to achieve their business goals. Agile business intelligence reflects this new approach to […]
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 […]