markempa

FEBRUARY 28, 2007

B2B Lead Generation Blog About Free Resources Get FREE Updates Instantly Get A FREE Chapter from my book. FREE E-Book 8 Critical success factors for lead generation Just tell us where to send your FREE updates Subscribe in a reader Podcast Feed Subscribe via iTunes Recognition Thanks for Reading! Categories B2B Telemarketing Books Cold Calling CRM Current Affairs Direct Marketing Email Marketing Event Marketing Human Touch Lead Generation Lead Management Lead Nurturing Lead Qualification Leaders

Lead Generation 131

Lead Generation B2B Thought Leadership Generation Marketing Qualified Leads 131

Customer Experience Matrix

FEBRUARY 28, 2007

A few weeks ago I wrote a long series of posts about the uses of Lifetime Value. I made several references to a “Lifetime Value system” that would support many of these applications. I’ve now taken the logical next step and built a sample system, just to see how well what I described hung together in practice. This only took a few days work, using a very slick and efficient business intelligence tool called QlikTech (for which Client X Client is a reseller, if anyone is interested).

Cross-Selling 120

Cross-Selling Forecasting Classified Ads Acquisitions 120

Smashmouth Marketing

FEBRUARY 3, 2007

Saw Chris Botti the other night with Linda. Her thoughtful birthday gift for me. The show was fantastic. Chris is energetic, and a showman. The first show highlight for me was A Thousand Kisses Deep based upon the song from one of my all time favorite song writers/poets, Leonard Cohen. ( Botti's rendition , Cohen's )The next, without a doubt, was his drummer's solo.

Youtube 109

Youtube Tagging Video Marketing 109

Anything Goes Marketing

FEBRUARY 27, 2007

If you send out email regularly, getting a few extra opens is always a good thing. I had read a good case study a while back at Marketing Sherpa that mentioned that you may want to try writing emails that contain some good information at the top of the email as this will seen in the AutoPreview in Outlook. Marketing Sherpa left out a few key items: a.

Open Rate 100

Open Rate Tips Tagging Display 100

Advertiser: ZoomInfo

Savvy B2B marketers know that a great account-based marketing (ABM) strategy leads to higher ROI and sustainable growth. In this guide, we’ll cover: What makes for a successful ABM strategy? What are the key elements and capabilities of ABM that can make a real difference? How is AI changing workflows and driving functionality? This Martech Intelligence Report on Enterprise Account-Based Marketing examines the state of ABM in 2024 and what to consider when implementing ABM software.

Account Based Marketing

Buzz Marketing for Technology

FEBRUARY 5, 2007

Push-Button Publishing You're about to be redirected The blog that used to be here is now at [link] Do you wish to be redirected? This blog is not hosted by Blogger and has not been checked for spam, viruses and other forms of malware.

Blogger 100

Blogger Copyright Buzz Privacy 100

Customer Experience Matrix

FEBRUARY 27, 2007

I’ve had a series of conversations over the past few days regarding the distinction I made last November between “behavioral targeting” systems and “multivariate testing” systems. Both types of products tailor Web contents to individual visitors. Both work similarly: place code snippets in slots on the Web page where the personalized content will appear; when the page is loaded, send visitor information to a hosted server; run server-side rules to select the content; then return the selection to

Pricing 120

Pricing Price Segmentation Display 120

Customer Experience Matrix

FEBRUARY 23, 2007

I’ve written a great deal recently about the importance of Lifetime Value as a measure to guide customer experience management. Let’s assume I’ve made my case, or at least no one has any interest in arguing about it. The next question would be, what blocks companies from making Lifetime Value calculations? In one sense, the answer is nothing. You can generate a crude LTV figure with nothing more than annual profit per customer and attrition rate.

Tagging 120

Tagging Comparison Purchase Advertising 120

Customer Experience Matrix

FEBRUARY 22, 2007

To an industry analyst, one event is interesting, two are a coincidence, and three makes a trend. Last week has (at least) three acquisitions of analytics vendors: TouchClarity by Omniture , Decisioneering by Hyperion , and Pilot Software by SAP. So what trend are we witnessing? Actually, the answer is quite obvious: companies are trying to add more intelligence to their products.

Acquisitions 120

Acquisitions Analytics Forecasting Vendors 120

Customer Experience Matrix

FEBRUARY 21, 2007

It feels kicking them while they’re down, but the JetBlue story continues to fascinate me. Like other well-regarded brands facing a crisis, they’ve responded forcefully. This in itself is good, since it means they are controlling the story rather than leaving the media to dig around for more horror tales. And JetBlue’s specific response—to promulgate a “ Customer Bill of Rights ”—is very much in line with their core brand position as customer champions.

Marketing Management 120

Marketing Management Mobile Advertising Public Relations Sample 120

Advertisement

What if you could help your sellers stop wasting 72% of their day on non-selling activities and focus on bringing in revenue? Incorporating AI in your enablement workflows can help you cut down on busy work, get projects done faster, and let your team (and you!) focus on making a bigger impact. We put together this guide to show you how to use AI to cut time and costs for projects, including collateral creation, development of training videos, and automating tedious processes.

Video Marketing

Customer Experience Matrix

FEBRUARY 20, 2007

Epsilon’s Ron Shevlin is worried about the future of Customer Experience Managment. In a post today, he concludes, “If proponents don’t come together to reconcile the conflicts in their frameworks and provide credible high-profile case studies that capture the attention of senior execs — before the end of 2008 — then CEM won’t be a term we’ll hear a lot about come 2010.

Ideal Customer Profiles 120

Ideal Customer Profiles Case Studies Case Study Consulting 120

Customer Experience Matrix

FEBRUARY 19, 2007

JetBlue Airways’ highly publicized problems in recovering from last week’s snow storm raise a fundamental issue about the value of brands. JetBlue had built a strong image for being customer-friendly in an industry that is notoriously customer-hostile. Perhaps it will recover this image and perhaps its recovery will be helped by that reservoir of good will known as brand equity.

Branding 120

Branding Brand Identity Impressions Marketing Mix 120

Customer Experience Matrix

FEBRUARY 16, 2007

I’m still reflecting on speed-trap's promise to provide “all the data you need” in “under an hour”. It’s not so much that I’m skeptical about the time required—maybe it’s really possible in a simple situation, and people don’t take such claims too seriously anyway. Nor does it bother me that speed-trap turns out to rely on cookies for visitor identification: although that's definitely an imperfect solution, it's still the best one available.

Analytics 120

Analytics Aggregators Privacy Rules 120

Customer Experience Matrix

FEBRUARY 15, 2007

Here’s an intriguing claim: a February 2 press release from SAS UK touts “SAS for Customer Experience Analytics” as linking “online and off-line customer data with world class business intelligence technology to deliver new levels of actionable insight for multi-channel organisations.” But the release and related brochure make clear that heart of the offering is Web analytics technology from a British firm named speed-trap.

Analytics 120

Analytics Work Management Multi-Channel Tagging 120

Advertisement

The rise of AI and the fall of the cookie are profoundly changing programmatic advertising. With Chrome’s third-party cookie deprecation looming, the industry must adapt. With an overwhelming array of new and old technologies, many advertisers feel uncertain about how to proceed. Dstillery CEO, Michael Beebe, outlines a straightforward 4-step approach to streamline and enhance your post-cookie targeting strategy: Leverage first-party data.

Advertising Agencies

Customer Experience Matrix

FEBRUARY 14, 2007

I know I promised to stop writing about mobile phones, but the headline “The Ad-Free Cellphone May Soon Be Extinct” in today’s The New York Times (February 14, 2007, Business Day , page c5) is irresistible. It seems that 60,000 people have assembled in Barcelona, Spain for the industry’s main annual conference and nearly all of them are salivating over the ad revenue they might earn.

Ads 120

Ads Mobile Advertising Television marketing Conference 120

Customer Experience Matrix

FEBRUARY 13, 2007

These past five posts have been a jolly romp through the delights of lifetime value. I think the main applications have been laid out clearly enough that I need not review them here in any detail. (For the record, they are: LTV itself, LTV components, comparisons of components, forecasts based on components, and, somewhat tangentially, simulation models.

Forecasting 120

Forecasting Aggregators Comparison Segmentation 120

Customer Experience Matrix

FEBRUARY 12, 2007

This series of posts has followed what should seem like a logical progression: using the Lifetime Value figure; using components within that figure; comparing component values over time, across segments, and against forecasts; creating the forecast values with models; and using the models for simulation, planning, and optimization. Since optimization is the ultimate goal of management, that should be the end of the discussion.

Lead Ranking 120

Lead Ranking Lead Scoring Analysis Trends 120

Customer Experience Matrix

FEBRUARY 9, 2007

Yesterday’s post on forecasting the values of LTV components may have been a little frightening. Most managers would have a hard time translating their conventional business plans into LTV terms. The connections between the two are simply not intuitive. And how would you know if you got the right answer? Part of the solution is technical. Given a sufficiently detailed LTV model, it is possible to plug in the expected changes in customer behavior and have a system calculate the corresponding valu

Optimization 120

Optimization Contingency Planning Customer Satisfaction Forecasting 120

Advertisement

Elevate your webinar game with WorkCast's Ultimate Webinar Handbook! Packed with insights from our seasoned webinar experts, this comprehensive guide is your go-to resource for mastering the art of B2B webinars. Learn the fundamentals, from defining webinars to exploring their benefits and diverse use cases. Discover the key elements of running a successful webinar, avoiding common mistakes, and making your sessions more engaging.

Webinar Metrics

Customer Experience Matrix

FEBRUARY 8, 2007

Yesterday’s post discussed how values for LTV components can be compared across time and customer segments to generate insights into business performance. But even though such comparisons may uncover trends worth exploring, they do not tell managers what they really need to know: is the business running as planned? To do this, actual LTV figures must be compared with a forecast.

Forecasting 120

Forecasting Aggregators Comparison Work Management 120

Customer Experience Matrix

FEBRUARY 7, 2007

Yesterday I began discussing the uses of Lifetime Value models. The first set of applications use the model outputs themselves—the actual estimates of Lifetime Value for individual customers or customer groups. But in many ways, the components that go into those estimates are more useful than the final values. Today we’ll look at them. All lifetime value calculations ultimately boil down to the same formula: lifetime revenue minus lifetime costs.

Analysis 120

Analysis Comparison Acquisitions Segmentation 120

Customer Experience Matrix

FEBRUARY 6, 2007

Yesterday I came down firmly in the middle in the great debate between Return on Investment and Lifetime Value as the primary measure for business decisions. My heart lies with Lifetime Value, but the realist in me knows you have to consider both. The realist in me also knows that most of work with either measure is projecting future customer behavior.

Allocation 120

Allocation Acquisitions Cable Cost 120

Customer Experience Matrix

FEBRUARY 5, 2007

I was reading a paper on measuring return on investment for marketers this weekend and thought that the author had misclassified a set of expenses in one of the examples. The specific issue was whether a gift certificate given to respondents is part of the marketing investment or the cost of sales. It matters because including the gift in the marketing investment increases the denominator in the return on investment ratio (profit / investment), thereby lowering the ROI.

Marketing Budget 120

Marketing Budget Classified Ads ROI Paper 120

Advertisement

In the B2B marketing toolkit, white papers can be a powerful option for reaching decision-makers and experts, presenting them with interesting information that improves their perception of your organization's competence and thought leadership. That said, a poorly executed whitepaper will not only be unable to influence your desired audience but will also come with significant costs that other assets won't incur.

Paper

Customer Experience Matrix

FEBRUARY 2, 2007

For no particular reason, I’ve been reading a lot of retail white papers recently. Most have to do with customer-centric marketing, and describe the usual plethora of clever things you can do to improve relationships with individuals. But one—it happened to be about business intelligence systems—highlighted the importance of merchandise managers. This isn’t news to me: merchandisers are the kings and queens in most retail organizations, for the excellent reason that nothing else matters if peopl

Merchandising 120

Merchandising Analysis Paper Purchase 120

Customer Experience Matrix

FEBRUARY 1, 2007

In case you’ve been stuck under a rock or trapped on an American Airlines flight, Tuesday was the official launch of Microsoft Vista. I chose not to stand in line for a copy, but BusinessWeek tells me that Vista’s greatest consumer benefit will be easier access to digital content (“ The Real Value of Vista ”, BusinessWeek , February 5, 2007). One example they give is a wireless application that automatically discovers digital picture frames and sends them images to display.

Display 120

Display Ads Ad Building Broadcasting 120

Smashmouth Marketing

FEBRUARY 28, 2007

Ok, so a week ago my sister Anne and Linda and I went to Boston's new ICA Museum to see Streb vs. Gravity (Great night out, btw). I mention this idea for an interactive art piece I want to do that would be perfect for the venue. It's flash based and includes animated characters. So today my sister then sent me this link to Meez. It was a bit addictive to sit there for 45 minutes and build my own personal Meez. 45 minutes of my day I won't get back, mind you.

Tagging 100

Tagging Personalization Ad Building 100

Anything Goes Marketing

FEBRUARY 25, 2007

Does the word "test" still make you tense up and think of your high school math teacher with the bad comb over? When it comes to e-marketing, testing takes on a whole new meaning. If you read Anne Holland's weekly email newsletter, you will typically hear her preaching to e-marketers to TEST, TEST, TEST. at least a few hundred times. OK, that's a bit of an exaggeration but if you read her stuff, you know what I mean.

Landing Pages 100

Landing Pages Tips PPC Open Rate 100

Advertisement

Upgrade your social media game with our in-depth playbook: "21 advanced ChatGPT prompts for social media managers". These powerful prompts are tailored to supercharge your content creation, strategy development, and results analysis. Say goodbye to writer's block and hello to endless creativity as you effortlessly generate engaging posts, come up with original strategies, and optimize your social media performance - all in a fraction of the time.

Social Media

Anything Goes Marketing

FEBRUARY 25, 2007

Stefan Pollard over at EmailLabs continues to write great articles on email marketing. In his recent article over at ClickZ called Get Over Being Blocked , he outlines how you can check if your IP address that your emails are being sent from has been blacklisted and how you can get yourself "clean". Your email provider will let you know what your IP address is if you don't know it or check out these IP look-up services: SURBL and DNSstuff.

Deliverability 100

Deliverability Tagging Email Marketing Service 100

Smashmouth Marketing

FEBRUARY 23, 2007

My sister Anne treated Linda and I last night to a show at the new Institute of Contemporary Art museum in Boston. Lot's to point out in one post. The facility is a design masterpiece with the use of space and location all in a dramatic structure that seems to grow from the edge of the Boston Harbor. When you first walk into the lobby, you are presented with a stunning peice on the lobby wall.

Act-On 100

Act-On Tagging Video Marketing Design 100

Anything Goes Marketing

FEBRUARY 19, 2007

If you're waiting for another kick in the ass to get out there and start a corporate blog, check out the CEO of Marriott, Bill Marriott's blog. I love it! Check out his latest on Marriott's decision to ban smoking at all Marriott hotels - this guy sounds like a Texas gun slinger who cracks a mean whip and runs a tight ship. He basically says "If you don't like it, stay somewhere else".

Tagging 100

Tagging Business Blogging Opinions Loyalty 100