Strategies for boosting customer retention and fostering customer loyalty abound. But among companies that seek to build, sustain, and grow their customer relationships, few seem to talk about community outreach. It’s kind of understandable. In a marketing climate that’s increasingly data-driven, it’s sexier for execs in the boardroom to talk…
“Why did we hire you?” This is one of the last questions a marketer wants to hear from their boss. If they have to ask what contributions you’re making to the company, then you may want to prepare yourself for a summons to their office and an invitation to “shut…
In school they teach you marketing from 30,000 feet, as if you have a brand everyone adores and plenty of cash in the bank to throw at a well rounded ‘media mix’ that magically makes numbers soar. “Marketing is sooooo easy”, you think (already incorrectly equating marketing with advertising). Cue…
The evolution of content marketing as a discipline has made content creation a core marketing function. At the top of the sales funnel, effective presentations and web site content generate leads and build awareness. Farther along in the buyer’s journey, finely tailored content such as case studies and white papers…
Acquiring customers is a challenge for some SaaS companies. That’s why it’s so important to convert new sign ups into active users. The goal is to educate customers about your product’s value and encourage them to continue their recurring service plans. If not, your business may be at risk. A…
We spend a great deal of time concentrating on before-the-sale marketing: high converting landing pages, extensive lead generation and proper follow-up. And once we get that coveted sale, we feel like popping the digital champagne cork. But our job isn’t done – and for many savvy marketers, the real work…
As a marketer in 2016 there’s no doubt you’ve read your share of articles about creating product evangelists. We all want to make our customers as excited to share our product with their networks as we are. But what does evangelizing a product actually mean? Getting your customers to like…
Studies show that “both companies and agency clients have a greater focus on customer acquisition than retention.” Some SaaS businesses waste time and money by focusing on quick fixes. But your company can acquire more customers with limited resources by concentrating on the right strategies. “For e-commerce startups, the most…
Any marketer knows that impressions are like gold. The more you have, the more you want, and they’re some of the most valuable metrics in the game. A key player in the impressions arena is TV. With consumers trusting TV ads an average of 15 percent more than online video…
It’s no secret: B2B decision makers have to slog through a lot of information. They need to be on the cutting edge of their industry yet still be adaptable enough to shift as the market’s demands and interests change. Just getting to the key decision makers is an uphill climb,…