From the category archives:

CRM

Heat Up Cold Calling with B2B Marketing Analytics

By developing a comprehensive B2B marketing analytics capability, some B2B companies have seen year-over-year market share growth of 30%, sales productivity increases of 50% and business attrition decreases of 40%. Using this approach, cold calling becomes at least warm, if not hot!

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Let Them Eat… From the Distributed Marketing… Cake!

Distributed marketing is a powerful concept and capability allowing the corporate marketing organization to develop campaigns in support of enterprise business goals, maintain the brand’s images and messaging while enabling a local flavor to the organization’s marketing execution. When I think of Distributed Marketing, a couple things come to mind.

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Your Customers Are Mobile, Are YOU?

Thanks to devices like the iPhone, BlackBerry, and now Android, mobile is no longer an afterthought in most marketing budgets, but a well-deserved line item. Be it through the skyrocketing number of iPhone and other Smartphone device sales or mindboggling downloads of applications — more than four billion on for the iPhone in less than two years — mobile is fast becoming a central channel for your customer engagement efforts.

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Marketing analytics impact on B2B nurturing

According to the Webster Dictionary, “nurturing” is the act of furthering the development of someone or something. In the B2B world, selling opportunities need to be developed over some period of time. Marketing analytics play a critical role over that period of time. They’re critical in what you are nurturing and how you are going about it.

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New Agency Skills for New Times Or The 3 Cornerstones of the Digital Age

I believe there are three cornerstones to Marketing 2.0: 1) CRM/data, 2) web analytics and 3) digital/social marketing skills including merging online and offline data. Who has these skills? These capabilities are provided to clients in a hodge-podge of services in what Forrester calls a “web of confusion.” As marketing services providers, ad agencies, interactive agencies, technology providers and direct marketing firms all start looking alike, it’s becoming increasingly difficult for clients to tell us apart. So much so, the CMO study states, that one solution for marketers is to start bringing these skills in-house, either by training existing staff or hiring new ones.

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Customer Profiling: Understanding Your Financial Services Customer

Whether you’re a bank offering deposit products, an insurance company offering income protection or an investment house responsible for retirement planning, it is critical that you have a better understanding of your customers. This will help put you in a position to provide better service, retain those customers and grow the existing relationship.

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Marketing Analytics for the New Marketing Reality. Part 3 of 3

According to Brian Haven, senior analyst at Forrester Research, Engagement involves four components: involvement, interaction, intimacy, and influence, each built from data collected online and offline. “Using engagement, you get a more holistic appreciation of your customers’ actions, recognizing that value comes not just from transactions but also from actions people take to influence others…”

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6 Key Steps to Implementing Multichannel Campaigns

Regardless of your company’s sophistication, there are six key steps that have to occur in order to successfully implement multichannel campaigns. The challenges of multichannel marketing are many, but will have far reaching implications once they’re overcome. Read more to understand the 6 steps to rolling out multichannel marketing campaigns.

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Marketing Analytics and Pharma — No Data Left Behind

Pharmaceutical companies are slowly winning the battle to halt the FDA’s efforts to regulate drug promotion on the internet and through social media. The Washington Legal Foundation (WLF) and Pfizer filed a brief with the U.S. District Court in April requesting to limit the FDA’s guidance to prevent the free speech of drug manufacturers on social media sites such as blogs, Facebook and Twitter.

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What is Social CRM? The Differences between CRM and Social CRM

Traditional CRM projects are not adapting to the new relationship-driven model of social media. While CRM started out with the goal of 1:1 marketing, it is mainly focused on automating tasks, improving reporting, and staging triggered marketing communications. It has not supported the need of marketers to manage social relationships.

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