Archive for the ‘Segmentation’ Category

Nurture Leads. Increase Conversions.

Thursday, November 19th, 2009

42-21546750Do you know this old parable?  A man has a large boulder in his back yard, and every day he goes out a hits it with a sledgehammer in a effort to reduce it to ruble so that it can be removed. Each day he hits it one time. This goes on for a year. And on the last day of the year, he swings the sledgehammer, and it cracks and crumbles in to a million small pieces.

The question is: Was it the last strike of the hammer that cracked and crumbled the boulder, or was it the result of the man’s daily efforts?

If you’re not converting as many leads as you would like, chances are you are not going out back and paying attention that that boulder.

Having a lead nurturing program is essential to reducing sales costs and increasing profits.

Companies with organized, systematic programs to reach back to leads are the companies who enjoy an above average conversion rate.

It takes constant attention.

Leads convert at different times for different reasons. And if’ you’re not staying in contact with your leads, engaging them in value-based conversations, then you are short-changing your efforts.

Seth Godin had a great point in his blog today when he asked why more companies don’t consider the lifetime value of a customer. You can’t convert what you ignore.

You’ve paid for the lead. Leverage that spend and increase your marketing your ROI.

(Image courtesy of Corbis)

Posted in Brand, Lead Generation, Lead Nurturing, Market Leading, Segmentation | No Comments »

Where’s The Marketing ROI Lesson In Groundhog Day?

Monday, February 2nd, 2009

So the groundhog says there will be six more weeks of winter.  But, six more weeks of winter may mean something entirely different to someone in Waterville, Maine than it does to a guy in San Diego.

And that’s the lesson on this first Monday of February.

A predictive model is not “one size fits all.”  You have to understand your audience.

To the person in Maine who has been buried under five feet of snow since November, winter won’t be anywhere near over in six weeks.  In San Diego, it will probably be just another 74 degree day accented by a nice soft breeze.

Beware of marketing using broad assumptions. Segmenting your customers and prospects into specific categories and then applying that understanding to your marketing efforts will boost marketing ROI.

And, today’s economic reality mandates that companies get maximum return out of every marketing dollar.

Now’s the time to market aggressively with a intelligence-driven campaigns that resonate appropriately with the target.

Remember, you have to power to create your own marketing forecast!

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Posted in Customers, Marketing Intelligence, Return On Marketing Investment, Segmentation | No Comments »

Digital Marketing Can Boost Marketing ROI of Direct Pay Health Care Providers

Thursday, January 15th, 2009

My last post about our dentist resulted in another dentist following my Twitter updates.  First, I was impressed that a health care provider was using Twitter and then when I went to his Web site … I have to applaud his digital marketing acumen.

Check out his site. It is an excellent example of using multiple digital markeitng tools to boost marketing ROI. The site:

  • Uses video which is a great tool for SEO
  • Has two “opt-in” offers that result in list building of qualified prospects
  • Features video testimonials from patients
  • Targets mid-life dentistry issues
  • Contains a blog with an RSS feed

As the economy struggles along it’s vital to develop a realtionship with prospects through a two-way dialogue. Those who offer direct pay medical services can learn a lot from this site. And, that goes for anyone else who is trying to maximize their marketing ROI.

Let me know what you think of this Dentist’s efforts.  He’s my marketer of the day!

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Posted in Customers, Digital Markeing, Direct Marketing, Lead Generation, Segmentation | No Comments »

There’s No Marketing ROI In Obsessing About Gloom & Doom

Tuesday, December 9th, 2008

OK, I’ve had it. In almost every conversation I have these days, someone has to do the “woe is us” speech. Instead of “woe”, I say, WHOA.

Let’s stop talking right now about what’s wrong and focus on what we can do that’s not only right, but likely profitable.

There has never been a better time for companies to commit to building market share through intelligence-driven marketing. Taking the time to understand customers and prospects will yield sustainable growth. But, it requires action.

Engage your customers and your prospects in a digital dialogue. Invite them to share their perspective and then tailor your message to their needs. Create a “drip” stream of communications that highlight your solutions, approach or products that will enhance their efforts.

Develop a bond based on shared knowledge and commitment to delivering exceptional value. Even if they aren’t buying now, they will again sometime. And, it might as well be from you.

If you don’t have a segmented database with full customer profiles you can still engage your marketplace. There are plenty of tools available to create a robust digital dialogue. Better yet, find a marketing group eager to help you build share through on-target, systematic communication.

For every minute I hear someone focused on what’s wrong, I’m going to spend five working as hard as I can to be a valued resource and boost marketing ROI for our business partners.

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Posted in Customers, Marketing Intelligence, Return On Marketing Investment, Segmentation | 1 Comment »

Customer Engagement and Segmentation Top Trends for 2009.

Wednesday, November 12th, 2008

I read an article on the “B to B” site today announcing top trends for 2009 that included customer engagement and segmentation. Social media was also in the top three.

While I applaud marketers for recognizing the importance of both, it’s not new to me. As a direct marketer, intelligence-driven decisions are part of my DNA.

Read the entire article … it’s worth the read. Here’s a quote from Eduardo Conrado, corporate VP-global marketing and communications at Motorola Corporation. ““We will be increasing interactive, coupled with strong analytics for database marketing and better segmentation.”

It’s a good reminder that if you’re not invested in a data-driven marketing strategy, now’s the time to do so.

Your marketing ROI is dependent upon completely understanding your target and then leveraging that knowledge through imagination to produce results.

That’s not a trend. It’s a fact.

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Posted in Customers, Direct Marketing, Marketing Intelligence, Return On Marketing Investment, Segmentation, Social Media Marketing | 3 Comments »

Any Marketing Lessons In The $700 Billion Bailout Debate?

Thursday, September 25th, 2008

I participate in monthly peer group with other St. Louis area company presidents.  During our meeting on Tuesday we spent a lot of time talking about the financial crisis and the proposed $700 billion bailout proposal.  It occurred to me, as I listened and commented, that there was a marketing lesson in all of this. (more…)

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Posted in Marketing, Segmentation | 1 Comment »

Don’t Forget That There Are Humans Behind That Data.

Wednesday, September 10th, 2008

I just returned from a client meeting where we presented the findings of a customer analysis.  If you read this blog you know that I’m a HUGE advocate for uncovering the hidden gems in transactional and operational data, and then transforming that information into actionable marketing strategies and tactics to increase marketing ROI. We uncovered plenty of growth opportunity and that always excites me.

But, as we were presenting the findings I was having a parallel conversation with myself. I’m sure that sounds strange, but let me explain. Like the graphic below, I had all of this information flying around inside me head, and I wanted to ensure that the information we presented was supported by the overall knowledge we have of our client’s business … that I was being clear about how to put the findings into meaningful actions. It’s always the subtext to the data that is the difference between good looking charts, graphs and percentages, and the effective use of the information.

It’s the human element.  As marketers, we have a responsibility to understand our markets …get into the dirt and rummage around to really understand what’s important and what’s not.  And then combine that understanding with tools like data analysis to make sure we’re squeezing out every bit of marketing ROI possible.

When we completed the presentation our client was energized by both the findings and translating opportunities.  It says we were successful in bringing the human element of understanding to their challenges and objectives.

At that point, the parallel conversation ended and we agreed on next steps.

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Posted in Customers, Marketing, Marketing Intelligence, Return On Marketing Investment, Segmentation | No Comments »

Asking Customers To Be Creative.

Thursday, August 14th, 2008

I get excited when I see what’s happening with the evolution of social media marketing. The biggest challenge remains how to monetize it and measure the marketing ROI. Procter & Gamble is taking a big step forward in that effort.

Brand Week reported that the Cincinnati-based giant is launching a campaign targeting You Tube fans asking them to submit videos giving their tag line ideas for the new Wintergreen Ice toothpaste.

It’s a brilliant example of the new age of advertising … where digital marketing and social media are allowing the consumer to drive the content as opposed to the advertisers.

And this will allow P&G to measure ROI on many levels. And that’s what excites me.

Think of ways you can apply this example to your business. What would you ask your customers to do?

Here’s a link to the Brand Week Article.


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Posted in Brand, Customers, Lead Generation, Lead Nurturing, On-Line Marketing, Return On Marketing Investment, Segmentation, Social Media Marketing | No Comments »

Better ROI Through Market Prioritization.

Thursday, June 26th, 2008

Let’s face it. Everyone wants to be in the place of most potential. Market prioritization enables you to successfully do just that.

Here is the path. (more…)

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Posted in Customers, Direct Marketing, Return On Marketing Investment, Segmentation | No Comments »

Can Going Green Increase Marketing ROI?

Wednesday, June 25th, 2008

Have you noticed how many people are adding a “green reminder” to their e-mails? Here’s an example of one I receive regularly: Before printing, think ENVIRONMENTAL responsibility. While I don’t print many e-mails, it always gets my attention when I see the reminder in their signature block.

I see plenty of companies that are “green aware” in their marketing efforts. The question is whether it resonates with their target. (more…)

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Posted in Brand, Brand Loyalty, Customers, Marketing, Return On Marketing Investment, Segmentation | No Comments »