2423 Posts Found

In order to build engagement and loyalty in a climate of intense competition and distraction, companies have to understand their customers, viewers, and readers as fans.

Content: Article | Author: Erin Reilly | Source: strategy+business | Subjects: Customer Related, Marketing / Sales

Creating great content is just one piece of the puzzle of a successful content marketing strategy and even an amazing content doesn’t guarantee huge audience. Content distribution is typically an afterthought for many marketing teams. It feels like by the time teams have a solid piece of advice to share with their target audience, they’ve already forgotten about distribution. But posting on your blog and … [ Read more ]

Content: Article | Author: Myk Pono | Source: Medium | Subject: Marketing / Sales

Many consumer Internet business executives are loyalists of the Lifetime Value model, often referred to as the LTV model or formula. Lifetime value is the net present value of the profit stream of a customer. This concept, which appears on the surface to be quite benign, is typically used to compare the costs of acquiring a customer (often referred to as SAC, which stands for … [ Read more ]

Content: Article | Author: Bill Gurley | Subjects: Customer Related, Finance, Marketing / Sales

This article will walk you through the customer acquisition funnel. The primary goal is to help you design, analyze, and optimize your customer acquisition process. The secondary goal is to present different perspectives on moving customers through the lifecycle stages and to show how marketing, sales, and customer success teams should collaborate and where each team’s responsibilities lay. Hopefully, everyone will find at least one … [ Read more ]

Content: Article | Author: Myk Pono | Source: Medium | Subjects: Customer Related, Marketing / Sales

Email is a great medium for connecting with leads and customers. But when your list becomes bloated with bad addresses and inactive subscribers, it’s time to clean house. So let’s look at the four types of offending addresses and how to deal with each of them effectively.

Content: Article | Author: Chad White | Source: MarketingProfs | Subjects: IT / Technology / E-Business, Marketing / Sales

… what attracts human attention is change. […] if the temperature around you changes, if the phone rings — that gets your attention. The way in which a story begins is a starting event that creates a moment of change.

Content: Quotation | Author: Robert McKee | Source: Medium | Subjects: Attention, Marketing / Sales, Personality / Behavior

The sportswear giant’s embrace of its heritage shows how reconnecting with the past can inspire a company’s future.

Content: Case Study | Authors: Majken Schultz, Nicholas Ind, Oriol Iglesias | Source: strategy+business | Subject: Marketing / Sales | Industries: Apparel, Sports & Recreation | Company: Adidas

It’s Zuora’s, and it’s brilliant. Here’s why.

Content: Article | Author: Robert McKee | Source: Medium | Subject: Marketing / Sales | Company: Zuora

Most businesses know they should be following up leads with a good email autoresponder sequence. However, many simply don’t know what to write in their emails, and so they never get around to it.

Here are five approaches you can use when creating your email follow-up sequences.

These approaches will help you stay top of mind without boring or annoying your prospect with the same message every … [ Read more ]

Content: Article | Author: Nathaniel Cheung | Source: MarketingProfs | Subject: Marketing / Sales

Startups need a simple test that can bring a go-to-market strategy into focus — one that can help smartly deploy limited resources when a product is first launched and a company has one chance to make a strong, first impression. For these inflection points, startups need a compass, and in my decades of working with them, I think this framework points them in the right … [ Read more ]

Content: Article | Authors: Mark Leslie, Matt Heiman | Source: First Round Review | Subjects: Entrepreneurship, Marketing / Sales

For managers and marketers alike, the power to calculate what customers might be worth is alluring. That’s what makes customer lifetime value (CLV) so popular in so many industries. CLV brings both quantitative rigor and long-term perspective to customer acquisition and relationships. For all its impressive strengths, however, CLV suffers from a crippling flaw that blurs its declared focus.

Content: Article | Author: Michael Schrage | Source: Harvard Business Review | Subjects: Customer Related, Marketing / Sales

Content: Multimedia Content | Authors: Ely Dahan, Garrett Sonnier | Source: UCLA | Subjects: Customer Related, Marketing / Sales

Stanford professor Glenn R. Carroll discusses his decades of research into the origins, advantages, perils, and future of “authentic” branding.

Content: Article | Author: Glenn R. Carroll | Source: Stanford University | Subjects: Brand, Marketing / Sales

Not including ‘activated user’ and ‘active customer’ stages is one of the most common mistakes companies make when designing a customer lifecycle. Tracking activation rate helps you improve product onboarding and first experience; while tracking DAU [daily active usage] rate helps you track consistency of value delivering to your customers.

Content: Quotation | Author: Myk Pono | Source: Medium | Subjects: Customer Related, Marketing / Sales

It’s important to remember that content is a key weapon in the company’s arsenal when it comes to attracting, engaging, converting, and retaining customers. Content is used to educate prospects about their challenges, possible solutions, and how your product solves them. It’s also used to show how your solution is different from your competitor’s. Once customers signs up, it’s important to use content to quickly … [ Read more ]

Content: Quotation | Author: Myk Pono | Source: Medium | Subjects: Customer Related, Marketing / Sales

Not tracking user activation during the initial signup or a free trial is one of the most common mistakes SaaS companies make. They are focused vastly on getting customers into the product that first interaction with the product becomes an afterthought. Tremendous resources are spent to get prospects in and even more resources should be allocated to designing the first experience and getting prospects to … [ Read more ]

Content: Quotation | Author: Myk Pono | Source: Medium | Subjects: Customer Related, Marketing / Sales

In theory, every visitor is a potential customer (not really). […] A visitor becomes a prospect once they convert on a website. A prospect is a potential customer who has expressed interest in the pains, solutions, products, or materials related to your company. The contacts on a list that your marketing team might buy from a third party are not prospects since they haven’t actively … [ Read more ]

Content: Quotation | Author: Myk Pono | Source: Medium | Subjects: Customer Related, Marketing / Sales

The higher the number of inbound leads, the more significant lead scoring and prioritization becomes. Otherwise, your team will run the risk of spending time with leads that aren’t as valuable, or missing out on really great opportunities that are buried in a pile of not very valuable leads.

Content: Quotation | Author: Myk Pono | Source: Medium | Subject: Marketing / Sales

In his book The Sales Acceleration Formula, Mark Roberge points out that leads, both inbound and outbound, can be analyzed from the perspectives of fit and pain. The difference between outbound sales and inbound sales approaches is that the first follows the pattern of finding a good fit and then identifying pain, where an inbound sales approach attracts leads that have a certain pain and … [ Read more ]

Content: Quotation | Authors: Mark Roberge, Myk Pono | Source: Medium | Subject: Marketing / Sales

When it comes to innovation, there’s only one right way to segment: by customers’ needs, what they value and their WTP [willingness to pay] for a product or service that delivers that value.

Content: Quotation | Author: Madhavan Ramanujam | Source: First Round Review | Subjects: Customer Related, Innovation, Marketing / Sales