In a world where change is the only constant, all roles undergo a constant churn, and the marketers’ role is no different. In the past, the main job of the marketer was to disseminate information regarding the product. Then, the marketers’ role transformed to teach customers how to buy. While these two roles remain relevant, […]
Tag Archives: communication
Change is the only constant in today’s world. New paradigms constantly replace old ones and what worked well in the past is either obsolete or on its way to obsolesce. Marketers need to understand this fact and change their strategies and practices accordingly. While almost all marketers have leveraged the advantages offered by technology, such […]
Customer Lifecycle Marketing, Customer Relationship Management, Lead Nurturing
Successful Lead Generation Practices
A survey on lead generation practices conducted by the BtoB magazine reveals that 74 percent of the marketers have a formal lead generation program in place, and of them, 48 percent have extensive programs in place. However, not all of them find success. The survey lists out several key factors that contribute to the success of the […]
Customer Lifecycle Marketing, Customer Relationship Management
The Challenges of Engaging with Multiple Decision Makers
All marketers work towards generating leads and most of them nurture leads as well. However, not all of them who do so are successful in such tasks. A big challenge faced by marketers when trying to nurture B2B leads is identifying the influencers. A marketer may do a good job in eliciting the interest of […]
Customer Lifecycle Marketing, Customer Relationship Management
The Many Challenges of Handling Marketing Data
The marketer has many analytic tools and strategies at disposal. However, regardless of what such tools promise to deliver, the effectiveness of the tool is only as good as the data it uses. Ensuring that the right data goes into the analytics engine is probably the most underestimated challenge of marketing. A big challenge in […]
The sheer scale of operations has made analytics an integral part of marketing campaigns. However, many marketers have not yet realized this fact, probably a legacy of the old pre-Internet days when the Unique Selling Proposition (USP) of the marketer was the ability to create a catchy tagline or clever promos, and rely on gut […]
Customer Lifecycle Marketing, Customer Relationship Management
Integrate Data and Analytics for Marketing Efficiency
Marketers depend on analytics to make crucial decisions at all stages of the marketing lifecycle. Analytics become even more important in the age of marketing automation where the system triggers events by itself based on the defined parameters. Conducting analytics requires gathering data on leads and prospects. Many marketers gather data first and worry about […]
Customer Lifecycle Marketing, Customer Relationship Management
Qualities of a Good Marketing Automation Software
The success of any large scale marketing campaign depends on the efficiency and the robustness of the automated system in place. More often than not, the marketer’s performance directly relates to the information tracked and the depth of analytics provided by the system. At the very core, a good automated system identifies the people who […]
Customer Lifecycle Marketing, Customer Relationship Management
Multiple Communication Channels is a Double Edged Sword for Marketers
The success of any marketing campaign depends on delivering the right message to the right audience through the right medium. The proliferation of marketing channels poses a big challenge for marketers in identifying the right medium to deliver their marketing campaigns. Today’s customers remain more connected than ever before. While this should apparently make the […]
Any marketer worth their salt understands the importance of nurturing leads to drive conversions. However, what many marketers do not realize is that there are no one-size-fits all solutions to lead nurturing. Applying the same lead nurturing strategy to all leads does not work. Success depends on identifying the category or type of lead and […]