Selected In the News and Thought Leader Bylined Articles:
Jeff Zabin, founder and research director for information technology research firm Gleanster, who was briefed on the company’s plans, says MediaCrossing is “fundamentally changing the game for digital media buying.”
The relentless focus on short term ROI, profit margins, productivity, retailer demands, and competition consumes the focus of marketers and their support teams. The consumer generally takes a backseat to these things so it is no surprise that, as published in a recent study, only 20% of marketers say that they truly know their customers.
Perhaps if more marketers knew their customers on a deeper level, their retention and cross-sell efforts would be more effective. And while respondents seem to know their customers at the demographic and transactional level—53% of marketers say they have an excellent understanding of their customers' purchase history and 42% say they have an excellent understanding of basic demographic data—few go beyond this surface-level information.
One of the top three reasons to implement marketing automation for Top Performers was a stated desire to divest of legacy technologies- and they are actually doing it. According to Gleanster, the average B2B organization maintains 3-5 marketing technologies.
According to the company's “Customer Lifecycle Engagement: Imperatives for Midsize-to-large Companies,” conducted with market analysis company Gleanster, only 20% of marketers have an understanding of their customers' level of participation in social media; 21% know customers' channel preferences.
“In general, marketers perceive customer engagement strategies to be effective,” the report states. “But a closer look at current tactics suggests marketers place too much weight on transaction-oriented data. The reality is, respondents did a good job using this transaction and basic profile data, which is typically easily accessible through CRM. Almost 9 out of 10 respondents believe they could be doing better at customer engagement if they had access to the right customer data. The state of customer life cycle engagement reveals a number of glaring opportunities for immediate improvement.”
Once you’ve gotten to know a market well and determined that your product is a fit, you can begin to plan your marketing strategies. What works for you in one market may not work in another. Consider messaging, channels, timing, and incentives. You may need to devise different metrics; as Gleanster Research notes in “Lead Lifecycle Analytics: Essential Metrics for Perpetual Revenue Growth,” “…there is no one-size-fits-all definition for these metrics (and) there shouldn’t be, given the differences in industry verticals…firmographic attributes, and target customer segments.”
"The research suggests that 80 percent of B2C companies rely on little more than transaction and basic profile data for segmentation," says Fisher. "Yet most marketers think they know their customers sufficiently well, revealing a disconnect between self-perception and reality. The survey shows that most companies have a very basic targeting strategy, which limits their ability to truly get to know their customers."
Top Performers were 9x more likely than all other organization to configure nurture marketing campaigns for sales engaged prospects and current customers. For the average organization, that means lead nurturing needs to play a role outside of ongoing newsletters and acquisition campaigns. Not surprisingly, different campaigns demand unique communication strategies and content.
Well-meaning marketers may try to write in order to please everyone. The problem with this candidate for the worst blog marketing tips is that it’s a great idea in theory, but rotten in practice. By trying to write content which appeals to everyone, you’ll manage to capture the hearts and minds of no one. Besides, Gleanster Research has found that engaging with highly-targeted content is correlated to sales, not engaging with general articles.