Archives

Focused Measurement – KPIs

I recently gave a 3 day training course on multichannel database marketing to a client in the Middle East.  My intent was to cover a lot of territory, from basic concepts through to implementation, with interesting case studies to illustrate, but the one thing that stood out as critical to them was measurement.  In fact, [...]

Ready, Set, Automate Marketing

The decision to automate marketing should be easy and obvious, but it isn’t.   The selection of a marketing automation solution should be easy but is not always obvious.  The cost justification, i.e., budget, is usually pretty difficult to get through, but you can move it through quickly with the right analysis! That all said, [...]

How “big” is Big Data?

In todays article “CMOs declare 2013 the Year of Digital“, survey data show that CMOs are increasingly frustrated by the lack of true measurement for marketing initiatives, especially digital ones.  While the article focuses mainly on the need for more innovation, strategy and effectiveness of digital presence and programs, they also cite a push from [...]

Data Smarts

Census figures show that over 25% of consumers have changes in their contact and demographic information annually; and, the speculation is that people will change jobs an average of 11 times in a typical career, about every 2 years. Isn’t it vital to your business to keep your data updated and precise?

Investigative Prospecting

As a sales professional I always found it more productive to initiate informed conversations with my prospects vs. making tons of calls hoping to get a hit, i.e., someone who happened to be in the market for “xxx…”  I made fewer dials but had a significantly higher qualified appointment rate. But this post isn’t about [...]

Marketing Lessons from My Furniture Mover

During most of March and April I’ve been consumed with selling my house and purchasing another.  From inspectors for this and that, to contractor estimates, to selecting the service providers who will move my household goods and furniture its been an overwhelming process of specing needs, soliciting bids, evaluation and final commitment.   Aannd….you ask:  [...]

Intelligent Targeting

By now it seems clear that matching product or service offers to the consumers who need them, want them and are ready to purchase is the best possible marketing practice.  This is targeting, pure and simple.  Among the many goals of target marketing, efficient use of resources is one of the most important, especially if [...]

B2B Aquisition – Simple but Effective

I’ve been posting recently about multichannel marketing,  “Multichannel Marketing Integration is Vital”, and while I’m convinced that communicating in multiple channels makes for very satisfied customers and responsive prospects, I’ve also noted that it’s possible to be successful even when using one or one+ channels. Case in point:  a large, eBusiness company wanted to acquire [...]

Multi-channel Marketing Integration is Vital: 3

But How Do You Actually Get There? Part 3 As I’ve been discussing in the post series, “Multi-channel Marketing Integration is a Vital Start But How Do You Actually Get There? Part 1″,  knowing what to do is a start but if you are a small to medium business, or a small department in a [...]

Multi-channel Marketing Integration is Vital: 2

But How Do You Actually Get There? Part 2 As I’ve already mentioned in my last post “Multi-channel Marketing Integration is a Vital Start But How Do You Actually Get There? Part 1″,  knowing what to do is a start but if you are a small to medium business, or a small department in a [...]