2413 Posts Found

Letting go of contacts you’ve worked so hard to gather isn’t pleasant. Even more unpleasant, though, is getting bounces and seeing your engagement decline because your emails are going to the spam folder. Cleaning obsolete data from your email list is best-practice if you send mass emails.

Most marketers know that a high number of bounces indicates that it’s time for an email list cleaning. But … [ Read more ]

Content: Article | Author: Liviu Tanase | Source: MarketingProfs | Subject: Marketing / Sales

What can digital dating teach us about long-term customer loyalty?

Editor’s Note: I thought the online dating angle was a bit of a stretch and not so useful, but there is actually a lot of god content for marketers and for understanding and thinking about customers in this article.

Content: Article | Authors: Rodney R. Sides, Stacy Kemp, Susan K. Hogan | Source: Deloitte Review | Subjects: Customer Related, Marketing / Sales

In today’s digital world, marketers manage thousands of images and videos. These digital assets consist of a variety of file types, from JPG and TIF to PNG, GIF, RAW, MPEG, MP4, and many others. Marketers use these digital files for e-books, whitepapers, infographics, social media, webpages, and other branded materials. Finding the right version of the right file—right when you need it—is key for staying … [ Read more ]

Content: Article | Author: Leslie Weller | Source: MarketingProfs | Subject: Marketing / Sales

Expert advice from Dropbox, Figma and Stripe on timing your first sales hire, finding the right candidate profile and creating effective onboarding to successfully transition from founder-led sales to a scalable revenue team.

Content: Article | Author: Meka Asonye | Source: First Round Review | Subjects: Entrepreneurship, Hiring, Human Resources, Marketing / Sales

Line up 30 meetings with potential customers before you write a single line of code. You get much better at your pitch after the first five meetings. After the first 10, you start to see patterns. After 20, you really understand segmentation of the market. After 30, you have a really good understanding of what it is that you actually need to go build.

Content: Quotation | Author: Michael Sippey | Source: First Round Review | Subjects: Customer Related, Innovation, Market Research, Marketing / Sales

A marketing framework brings a structured approach that helps you to understand your business and its place in the market. It outlines how you’ll achieve your marketing goals. However, there are many types of marketing strategy frameworks. Unsure which marketing strategy framework to choose? Let’s explore some of the best options.

Content: Article | Author: Cynthia Kristensen | Source: MarketingProfs | Subject: Marketing / Sales

[Raymond] Loewy … believed that consumers are torn between two opposing forces: neophilia, a curiosity about new things; and neophobia, a fear of anything too new. As a result, they gravitate to products that are bold, but instantly comprehensible. Loewy called his grand theory “Most Advanced Yet Acceptable”—maya. He said to sell something surprising, make it familiar; and to sell something familiar, make it surprising. … [ Read more ]

Content: Quotation | Author: Derek Thompson | Source: The Atlantic Monthly | Subjects: Customer Related, Marketing / Sales

Understanding the time between first and second purchase is incredibly helpful. It is a very good discipline to understand, “Why do customers only buy once? How can we get them to come back? How can we get them to come back faster?” That drives a lot of very good behaviors.

Content: Quotation | Author: Michael Ross | Source: McKinsey Quarterly | Subjects: Customer Related, Marketing / Sales

If you want to maximize someone’s satisfaction with a choice, don’t give them unlimited options. Instead, as my colleagues and I have shown, you should give them some choice but with clear constraints. This added structure is crucial for picking a desired option with confidence.

Content: Quotation | Author: Sheena Iyengar | Source: Harvard Business Review | Subjects: Customer Related, Innovation, Marketing / Sales

What should I keep in-house (i.e., do with teams inside the company’s four walls), and when should I use an agency? That marketing/advertising dilemma may be one of the most persistent. The decision is hugely consequential, and so it would be ideal to apply some sort of lens that can help you make some sense of all the noise around this topic.

I’ve worked at agencies … [ Read more ]

Content: Article | Author: Jared Belsky | Source: MarketingProfs | Subject: Marketing / Sales

Three actions are key as companies consider dynamic pricing models.

Content: Article | Author: Arnab Sinha | Source: Boston Consulting Group (BCG) | Subjects: Marketing / Sales, Pricing

If we only focus on the monetary barriers to adopting a product, we miss out on a lot. There are also time, effort and energy costs — ones that we are often unaware of. Consider when the real cost of change occurs in a transaction, and solve for that uncertainty.

Content: Quotation | Author: Jonah Berger | Source: First Round Review | Subjects: Innovation, Marketing / Sales

Global consumer strategist Aparna Bharadwaj shares a fascinating glimpse at under-the-radar affinities that transcend cultures and borders — from the way people snack in China and Saudi Arabia to how people shop for clothes in the US and Russia. “There are patterns where you least expect them,” she says – and paying attention to them just might bring the world a little bit closer.

Content: Multimedia Content | Author: Aparna Bharadwaj | Sources: Boston Consulting Group (BCG), TED Conferences LLC | Subjects: Customer Related, International, Marketing / Sales

Inflation-fatigued shoppers are witnessing prices fluctuate across categories with unprecedented scale and frequency — a trend often seen as yet another cunning commercial scheme. Is the extra profit companies see from dynamic pricing worth the risk of alienating customers? If done well, companies shouldn’t be making that trade-off — dynamic pricing.

Content: Article | Authors: Marco Bertini, Oded Koenigsberg | Source: Harvard Business Review | Subjects: Marketing / Sales, Pricing

Companies are responding to a number of headwinds by transforming their marketing organizations to achieve measurable improvement in performance and efficiency and to ensure future sustainable growth. Chief marketing officers (CMO) are pursuing long-term changes instead of short-term fixes by focusing on structure, talent, and operating models—in that order—as they reshape their organizations.

Content: Article | Authors: Joe Simon, Lachelle Trout, Raakhi Agrawal, Shelby Senzer, Siwei He | Source: Boston Consulting Group (BCG) | Subject: Marketing / Sales

We have not found a single market where customer needs are homogenous. Yet, time and time again, companies design products for the average customer.

Content: Quotation | Authors: Georg Tacke, Madhaven Ramanujam | Source: First Round Review | Subjects: Innovation, Management, Marketing / Sales

For the past three decades, the business mantra has been “customer first.” Yet focusing on retaining and expanding an existing customer base often results in finer segmentation and the greater tailoring of offerings to better meet customer preferences, which will likely lead companies into too-small target markets of an existing industry.

The blue ocean strategist’s mantra is “noncustomers first.” By looking to noncustomers and building on … [ Read more ]

Content: Quotation | Authors: Mi Ji, Renée Mauborgne, W. Chan Kim | Source: INSEAD Knowledge | Subjects: Customer Related, Marketing / Sales, Strategy

Customer behavior and the study of why people make the purchase decisions that they do can be a complicated landscape to navigate in marketing.

The psychological tool of persuasion and the use of established persuasion techniques can help cut through the nuance of customer behavior to influence purchase decisions. That influence shapes customer behavior by helping them form useful mental shortcuts during the buying process.

Content: Article | Author: Sam Bowman | Source: MarketingProfs | Subject: Marketing / Sales

BCG has developed a unified pricing theory, manifested in a tool they call the Strategic Pricing Hexagon, by bringing all the disparate pricing ideas, and the drivers and forces behind them, into one master structure. This article shows how the Strategic Pricing Hexagon allows leaders to look beyond the numbers and develop a pricing strategy that can change the entire trajectory of their business and … [ Read more ]

Content: Article | Authors: Arnab Sinha, Jean-Manuel Izaret | Source: Boston Consulting Group (BCG) | Subjects: Marketing / Sales, Pricing

Personalization based on customer attributes and behavior is a familiar concept among marketers, and artificial intelligence is making it increasingly effective. AI-based hyper-personalization employs both sophisticated methods and far more data than previous methods and is far more precise as a result. Thomas H. Davenport discusses the role of AI in personalization as well as the growing backlash against personalization fueled by data privacy concerns. … [ Read more ]

Content: Article | Author: Thomas H. Davenport | Source: Management and Business Review (MBR) | Subjects: Customer Related, IT / Technology / E-Business, Marketing / Sales