284 Posts found for Source: MarketingProfs

Most companies use a crude approach to gathering vital customer data. Does this describe you?

Content: Article | Author: David Jackson | Source: MarketingProfs | Subjects: Market Research, Marketing / Sales

There are many approaches to using email-campaign metrics to measure and improve marketing performance. The following are the top five approaches along with appropriate measures and usable insights for each.

Content: Article | Author: Karen Talavera | Source: MarketingProfs | Subject: Marketing / Sales

Despite the emphasis on and progress in marketing performance measurement and management (MPM) over the past decade, research continues to show that the link between marketing and the business still needs to be stronger and clearer.

As a result, the pressure on marketing to show its impact on the business, demonstrate accountability, and communicate its value continues to intensify.

Marketers who use performance-management best-practices are best positioned … [ Read more ]

Content: Article | Author: Laura Patterson | Source: MarketingProfs | Subject: Marketing / Sales

Suppose you learned that most of your brand’s buyers are switchers… that only 15% of your customers are highly loyal to your brand and account for maybe half of sales. The harsh reality is that that’s a typical pattern for many grocery brands, for example.

You’re probably thinking, Can this really be true? Isn’t marketing about building engagement to create and then “lock in” super-valuable customers? … [ Read more ]

Content: Article | Author: Joel Rubinson | Source: MarketingProfs | Subject: Marketing / Sales

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For your green message to be heard and translated into sales, you have to make your message relevant not only to the fate of the planet but also to the fate of the people living on it. The question is, How?

Content: Article | Authors: Carolyn Parrs, Irv Weinberg | Source: MarketingProfs | Subjects: Marketing / Sales, Social Responsibility (ESG)

Few marketers would dispute the statement that it is the sum of all customers’ interactions with a company, over time, that ultimately creates or destroys that company’s brand value. Yet few companies take the time to look at their own business practices comprehensively through the lens of their customers to understand how they measure up to their customers’ needs and expectations.

Does each customer interaction live … [ Read more ]

Content: Article | Author: Barre Blake | Source: MarketingProfs | Subjects: Customer Related, Marketing / Sales

How do you know whether your lead-generation program is working and delivering a good ROI for the company?

Content: Article | Author: Jim Lenskold | Source: MarketingProfs | Subject: Marketing / Sales

The need to better align the sales and marketing organizations is generally well known. They are connected through their shared roles in motivating customer-purchase activities and divided by different cultures that concentrate on distinct portions of the customer-purchase funnel.

There’s no doubt that alignment is good, but what must you ultimately accomplish to drive performance and profitability?

The big opportunities are tied to driving better-informed actions, which … [ Read more ]

Content: Article | Author: Jim Lenskold | Source: MarketingProfs | Subject: Marketing / Sales

A good opt-in procedure lays the foundation for a strong email program, but a well-thought-out series of welcome emails will help turn your newcomer into a long-term subscriber.

Content: Article | Author: Loren McDonald | Source: MarketingProfs | Subject: Marketing / Sales

Can asking a question in an ad increase sales?

A question is a tool. And as with any tool, any copywriting strategy or tactic, if a question is not formulated and handled with proper caution it could indeed do immeasurably more harm than good.

Content: Article | Author: Barry Densa | Source: MarketingProfs | Subjects: Advertising, Marketing / Sales

Whenever I can, I include telemarketing as part of a comprehensive lead-generation program. When it comes to setting sales appointments, populating a database with decision-maker names, or filling seats at an event, there’s no contact method that’s more direct or more effective. The results of telemarketing are usually measurable, too, which is also a rare benefit for any campaign tactic.

But, actually, you can expect more … [ Read more ]

Content: Article | Author: Michelle Palmer | Source: MarketingProfs | Subjects: Market Research, Marketing / Sales

By framing your marketing message from the customer’s point of view, you’ll craft much more targeted copy.

Content: Article | Author: Sharon Long Baerny | Source: MarketingProfs | Subject: Marketing / Sales

Review the following six bromides from a recent how-to article phoned in by a reigning email-marketing magnate… and then read why you should ignore them.

Content: Article | Author: Gary Levitt | Source: MarketingProfs | Subject: Market/Investment

Here’s a quick update on what’s hot and what’s not in the world of search engine optimization.

Editor’s Note: by its nature, this is a topical article, but some of the metrics suggested should be of long-lasting value and even those that aren’t should provide ideas for other metrics…

Content: Article | Author: Stephan Spencer | Source: MarketingProfs | Subject: Marketing / Sales

Any incentive will cost the company something, so make sure that whatever incentive you use actually causes prospective customers to take the next step in their buying process.

Content: Article | Author: Kristin Zhivago | Source: MarketingProfs | Subject: Marketing / Sales

By now, your marketing goals are clearly defined and you’re ready to run a multivariate test. Which elements, or factors, should you test?

Content: Article | Author: Eric J. Hansen | Source: MarketingProfs | Subjects: Market Research, Marketing / Sales

Bringing a new product to market is one of the most costly and risky activities that any GM faces.

Voice-of-the-customer research and stage gate reviews have improved the odds of achieving success. But do they go far enough?

Three important tasks are frequently overlooked even though they offer the ability to identify weak links early on.

So, how can you overcome the odds? Arm your team with a … [ Read more ]

Content: Article | Author: Michael Barr | Source: MarketingProfs | Subjects: Market Research, Market/Investment

While commodities are fungible, goods are tangible, services are intangible, experiences are memorable and transformations are effectual. All other economic offerings have no lasting consequence beyond their consumption.

Content: Quotation | Authors: B. Joseph Pine II, James H. Gilmore | Source: MarketingProfs | Subjects: Economics, Experience

Rather than a one-hit approach, you need to determine where webinars fit into the overall sales cycle.

Content: Article | Author: Laura Heinrich | Source: MarketingProfs | Subject: Marketing / Sales