Discussing How Marketing Automation Makes Lead Management and Nurturing Effective

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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 exercise. 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)

Dynamics 365 – The Enemy has a Name: Data

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 It has been viewed more than 100,000 times even though it is so far out-of-date, it is probably completely wrong information today.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 different angle. 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?

Content marketing writer’s Block? Don’t focus on content – focus on insight! 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)

Best-Selling Author Scott McKain Joins Ulitzer

Business leader, best-selling author and Hall of Fame speaker Scott McKain joined Ulitzer with his blog syndication at http://mckainviewpoint.ulitzer.com. 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)

Cogensia Continues to Expand with the Announcement of 8 New Hires for Customer-Centric Marketing

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 staff. "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)

Will PR Firms Survive The New Media Avalanche?

http://twitter.com/fuatkircaali 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 through? 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)

Business Martial Arts Lesson – A Million Lessons Everyday

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)

Microsoft Dynamics CRM: Top Sites and Downloads

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 Visit crm.dynamics.com. 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. Resource Center Visit rc.crm.dynamics.com/rc/default.aspx. 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 Launches Digital Marketplace of On-Demand Applications

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)

Buyers Rule – Target These Three Areas to Get in Sync

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)

CMOs, IT Cost Optimization and Innovation

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 2017." 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 wh... (more)