We are the marketing obsessed. We judge the effectiveness of billboards on our drive into work. We know the latest viral videos and use meme-speak in daily conversation (“listen, Linda, listen!). We know we should be blogging more, tweeting more, engaging more, and most of all creating more focused marketing campaigns. I hear your deep sighs […]
Tag Archives: customer journey
Identifying the customer lifecycle is growing more and more important by the day for modern marketers. Most marketing and sales professionals can probably identify a basic brand journey for all of their prospects, clients, and everyone in between. But how is the customer lifecycle unique for each company and why does it matter for the modern […]
CMO Council recently reported, 54% of all consumers in the United States and Canada would consider ending their loyalty relationships if the company does not pamper them with tailor-made, relevant content and offers. Providing personalized and customized service has always been a time-tested way to retain customers. Mom and pop stores did it successfully in their […]
When I first started working in marketing technology, I engaged with clients via telephone, email, online and face-to-face meetings. That’s how they preferred to communicate with us, so that’s how we made ourselves available to them. Nowadays, customers have the ability to complain about your products and services via Twitter and Facebook. They want to spend less time on […]
Most marketers today are focused on generating new leads. It’s how they are evaluated and, in many cases, held accountable to the revenue goals of the organization. However, instead of concentrating on the top of the marketing funnel, marketers today should be focusing on the customer lifecycle and how engaged customers are with their brand. More […]
Quality customer experience is critical to customer retention. In 2013, 62% of global consumers switched service providers due to poor customer service experiences, up 4% from the previous year (Accenture Global Consumer Pulse Survey). Also, poor customer experience results in an estimated loss of $83 billion by US enterprises yearly because of defections and abandoned […]
Customer Journey, Customer Lifecycle Marketing, Featured
Marketing Content Strategy: The Lifecycle Journey
In lifecycle marketing, your content strategy should align with where your customer is on their lifecycle journey. A customer may be a great and engaged fit with your brand, but they could be anywhere on the lifecycle journey. By formatting your content to where a customer is on journey with your brand, you can increase their […]
I graduated from a university in the Big Ten Conference in 2002. A school with an athletic program of sports dichotomies. Basketball was and continues to be its powerhouse, selling out every game and maintaining a die-hard, enthusiastic and devoted fan base. The football program, while getting better, has always been the afterthought; something fun to do on a […]
The way marketers use lead scoring to find ideal fit prospects has evolved over the years. For most marketers, lead scoring is based on the prospect’s profile attributes and how they match the organization’s ideal profile definition. The profile score provides insights into what an ideal lead looks like, so marketers can create campaigns for that audience. Profile score […]
‘Lifecycle Marketing’ is the new hot, buzz worthy phrase in the marketing world. There is so much hype coming from every angle around lifecycle marketing but the question people most frequently ask me is, “What is Lifecycle Marketing?” Lifecycle Marketing, or Customer Lifecycle Marketing as I like to call it, is about the entire journey a […]