I hear it often; I need to acquire more customers like my “most valuable”
customers. But what makes a customer “most valuable”? What are the
characteristics and/or behaviors that make a customer “most valuable”?
This simple question is anything but simple. Let me explain through an
Let’s say that you work for an airline (note: this exercise works equally
well with other customer-centric industries such as hospitality, gaming,
entertainment, retail, credit cards, financial services, telco and
insurance). You have been asked to identify the airline’s “most
valuable” customers. This information will be used to prioritize marketing,
sales, support and product development efforts. As part of your analysis, you
identify three different customer scenarios and need to determine which of
these customer scenarios is “most valuable”:
Customer A is a long-time membe... (more)
The most read post of mine was, and still is, this one that I wrote in 2013.
It has been viewed more than 100,000 times even though it is so far
out-of-date, it is probably completely wrong information today. While I
understand that “technical” articles will always draw more views than
“opinion” articles, I find them boring to write. But I feel compelled to
break my own rule this one time.
I have written in the past about data, specifically CRM data, but apparently
not enough people are paying attention, so I will write about it again from a
CRM is Hard Enough
The numero uno barrier to success with Business Solutions like Dynamics 365
is achieving User Adoption. This is not unique to Microsoft, every other CRM
platform suffers from this same challenge. Over the years I have been asked
to look at a bunch of deployments that were failing to meet User ... (more)
Content marketing writer’s Block? Don’t focus on content – focus on
Stuck in your content marketing? Looking for content marketing ideas?
Don’t sit in a room brainstorming without data, instead, respond to user
demand for content by approaching your brainstorming armed with data about
the things your prospects want and need.
It’s an approach we call “demand-driven content marketing.” In other
words, find a need or demand for content and then work quickly backward to
fill the need.
When thinking about a prospect’s demand for information, it helps to
understand the three types of web search inquiries:
Navigational or “I want to visit a specific website” Informational or
“I want to find something somewhere on any website” Transactional or “I
want to buy or do something specific”
As with all things, demand for a keyword or keyword phrase reduces the
supply, whi... (more)
Business leader, best-selling author and Hall of Fame speaker Scott McKain
joined Ulitzer with his blog syndication at
Scott McKain is the Co-founder and Principal of The Value Added Institute, a
think-tank that examines the role of the customer experience in creating
significant advances in the level of client loyalty. He is Vice Chairman of
Obsidian Enterprises, a dynamic holding company with 19 companies in diverse
industries, that was named one of the "fastest-growing companies" in America,
and is also Vice Chairman of Durham Capital Corporation.
Scott's new book, "The Collapse of Distinction: Stand Out and Move Up While
Your Competition Fails" has already reached the #1 spot on Amazon.com's list
of Customer Service Bestsellers! He is the author of two #1 additional
business bestsellers (Amazon.com & 800-CEO-READ): "What Custo... (more)
CHICAGO, Aug. 21, 2014 /PRNewswire/ -- In order to continue to deliver on the
promise of customer-centric marketing, Cogensia welcomes 8 new hires to its
"Marketing services - in particular, data mining, data sciences, and the
management of big data - require growing technical expertise, and we are
pleased to continue our leadership in the industry with this expansion," said
Cogensia President and CEO, Brad Rukstales.
Mindi Barber joins Cogensia as an Account Manager. Before joining Cogensia,
Mindi worked on Social CRM campaigns for Hyundai Motor America, and also
spent 4 years at Harte-Hanks.
Ina Rajewski joins Cogensia as an Account Coordinator. Before joining
Cogensia, Ina spent 5 years at Experian as an Account Manager and Marketing
Services Account Director.
Thomas Schar joins Cogensia as Director, Information Technology with
experience in back-end pro... (more)
Last week I received an email from Lindsey Miller at Ragan Communications. I
answered her questions for a story she was working on here.
The following is the full text of my reply to her on this subject.
What kinds of PR firm will survive the "fast-approaching new media
avalanche"? What steps will firms have to take to ensure that they make it
I know a lot of PR firms that are chasing new accounts among publicly traded
companies, which are seen as cash cows in the business. I also know a lot of
firms whose sales teams are larger than their senior account staff which will
actually get the job done. These firms have armies of new college-grad
telemarketers spitting out press releases to the media.
For a while you can get away with both approaches. Once the laws, rules and
regulations change, the first group of PR firms will disapp... (more)
This is Lesson No. 4 of a Continuing Series on How Martial Arts Skills can be
Applied to Business
A million lessons everyday – Everyone you meet, everything that happens to
you is a lesson. In Hapkido, every class brings either someone who knows more
than you or someone who has taught themselves something you didn’t explore.
Listen to them and humbly take their gift. This learning is happening to us
everyday if we would just pay attention and get our ego out of the way.
The business lesson - Stop worrying about who reports to who and why should
you listen to them. Go to meetings with an open mind and listen for lessons
that may have slipped through in the past. They can come from people who may
be high performers to others who are struggling. Sometimes the person who is
struggling is going to tell you something that can help the business. You
will find that although t... (more)
If you are a Microsoft Dynamics CRM client or you are considering Microsoft
Dynamics CRM, this is a good place to start. From Microsoft:
Microsoft Dynamics CRM
The Microsoft Dynamics CRM Web site is the place to go for information on all
things CRM. You’ll find everything from an introduction to CRM and its
value to your business to white papers, product specifications, customer
testimonials, links to CRM communities, and much more.
The Resource Center is a one-stop shop designed to help you get started,
maximize your efficiency, and build your business. Using a community-centered
approach, the Resource Center brings some of the best ideas via blogs,
forums, and newsgroups right to your desktop. But if you like to explore them
on your own, you’re just a click away. Ramp up now and ga... (more)
Sitecore announced on Tuesday an online marketplace of on-demand
applications, services, and integration solutions developed for Sitecore's
Customer Engagement Platform. The Sitecore App Center adds value to Web
Content Management and digital marketing initiatives by delivering
pre-integrated applications and services through an easily accessible
interface. The ecosystem of pluggable cloud applications will include email
marketing, social media monitoring, Windows Azure hosting, Search Engine
Optimization (SEO), translation and Web compliance.
"With the Sitecore App Center, we are changing the perception of how
applications are used -- by dramatically reducing the time and costs
associated with building a customized campaign or program," said Darren
Guarnaccia, senior vice president, product marketing, Sitecore. "In a
real-time environment, organizations do not hav... (more)
Many providers are still relying on their company's viewpoint for their
marketing. Since buyers can instantly share information in the 21st century,
it is best to adjust heavily toward helping the buyer reach their goals.
Buyers want information in specific ways at ideal times to accelerate and
improve their decision-making. Unless providers start building their
marketing from the buyer's perspective, they make everyone's job harder than
it has to be.
Target your audiences and markets.
Has your company defined the best groups that would want to research what you
offer? Defining characteristics may be range of size, geographies, industries
and motivation. This is your low-hanging fruit. You would be surprised at the
number of companies who have not done this necessary work. One of the
wasteful results out of not understanding audiences is that expensive
salespeople ... (more)
In her recent Forbes series on the CMO-CIO partnership, Kimberly Whitler
interviewed leading organizations' CIOs and CMOs, spotlighting the impacts of
that partnership (or the lack thereof) on whether or not organizations
achieve their goals, and at what cost.
What is not discussed is the role of operational excellence and cost
optimization-specifically technology asset optimization, whether IT assets or
marketing technology assets-in funding innovation. As she noted, "Gartner,
the world's leading information technology research and advisory company,
famously prognosticated that CMOs will spend more on IT than CIOs by the year
With CMOs driving new investments in technology infrastructure, CIOs have new
challenges in ensuring that IT costs are transparent, usage is metered and
tracked, and savings are applied to fund increasing innovation, regardless of