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. […]
Tag Archives: Customer Scoring
There can be quite a difference between who your customers are, who you think they are and who you want them to be. Earlier this year, we discussed big data and its value to organizations – especially those who want to better understand their customer base. Big data also enables marketers to create a profile […]
Customer Relationship Management, Customer Scoring, News
Groupon CEO: What His Departure Can Teach Us About Data and Building Customer Relationships
Groupon’s CEO, Andrew Mason, was fired by the company he helped co-found, but it’s Mason’s farewell letter to his employees that’s been generating a lot of discussion. Mason wrote, “If there’s one piece of wisdom that this simple pilgrim would like to impart upon you: have the courage to start with the customer. My biggest […]
Customer Lifecycle Marketing, Customer Scoring, Lead Nurturing
Lead Quality Matters More Than Lead Quantity
An evolved marketplace presents a challenging environment for marketers. An increase in competitive pressures corresponds with an increasing number of bad sales leads. Bad sales leads are the direct result of the sourced leads not being a fit for the organizations, or having expectations different from what the organization can deliver. The responsibility is on […]
Big data or large and complex data sets are an integral part of marketing. Marketers frequently use them when gathering and scoring leads. Big data provides more accurate results for the derivation of trends and analysis and provide the results in a more comprehensive manner than separate smaller sets of data. However, it also poses […]
Most people evaluate businesses before striking a relationship with them, but how many businesses actually score customers? Scoring customers or evaluating them on what they bring to the business is important. Why? You can’t assume you know your prospects and customers – there are far too many flavors. Organizations are learning the hard way it […]
Online ad spending has seen a steady rise over the years. eMarketer estimates the total US online ad spending is at $39.5 billion in 2012, and will reach $62 billion by 2016. A May 2012 survey by RSW/US, a business development company, reveals that 44% of respondents will spend at least half of their total […]
Customer Relationship Management, Customer Scoring
How to Measure Effectiveness of Different Channels in Lead Generation
Today’s hyper-competitive world breathes ROI. Every marketer conducts a thorough analysis of which channel (social media, paid searches, ads, email and others) works best in delivering leads and achieving revenue goals. In reality, this is easier said than done. Even though we admit that social media has become ubiquitous, a recent study conducted by Abode […]
Most people evaluate businesses before striking a relationship with them, but how many businesses actually score customers? Scoring customers or evaluating them on what they bring to the business is important. Why? You can’t assume you know your prospects and customers – there are far too many flavors. Organizations are learning the hard way it […]