Do you know the cardinal rule of marketing? It’s simple: “Know Thy Customer.” In this article, we explore the simple and effective strategy called RFM analysis to improve customer engagement and increase sales. Businesses with effective marketing strategies take the time to study their customers to target their needs with refinement. Doing so helps them […]
Category Archives: Customer Scoring
No two customers are alike and neither is their path to purchase. Long gone are the days of the funnel where each and every prospects enters the buying process at the same stage and advances to the next in sequence until they make a purchase. The “path to purchase” is no longer a linear transition […]
Have you ever received an email, phone call or knock at your front door and thought to yourself, “What are they trying to sell me this time?” Chances are, you — like most people — have received unwanted telemarketing, email marketing or solicitors in the past. Thanks to technology, marketers and salespeople alike are now able […]
Currently, there are over 1.5 billion active users worldwide engaging with friends, coworkers, family members, organizations and brands via Facebook. They’re spending about 20 minutes browsing through their news feed, responding to messages and comments, liking pictures, videos and statuses, and sharing their own content each time they log in. It’s no surprise that marketers […]
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 […]
Audience relevance is the most important element of content success, followed by engaging and compelling storytelling that triggers a specific response. In a recent survey, over 30% of B2B marketers claim that their biggest concern with content marketing is that it’s not reaching the most appropriate audience. Dynamic content coupled with marketing automation allows you […]
In today’s digital world, scoring prospects is no longer a luxury, it’s a necessity. Lead scoring not only provides marketers with valuable information on who is visiting their website and interacting with their brand, but it can dramatically improve sales effectiveness. The premise behind lead scoring is simple: assign a ranking to potential new customers […]
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 […]
Engagement indicates a person’s level of commitment. It can come in many forms, such as diamond rings or “@” replies. But engagement, however you get it, can be the difference between a suspect, a qualified lead and a returning customer. As we recently discussed, lead scoring ranks your prospective customers based upon metrics your organization deems […]
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. […]