I wrote my first blog post entitled “CLM Defined” back in March of 2014. I was introducing my audience to the concept of Customer Lifecycle Management, or CLM. As I wrote then, “CLM stands for Customer Lifecycle Management. A CLM approach transcends traditional marketing, which tends to focus on the execution of cyclical campaigns and … Continue reading CLM Redefined
Your strategic marketing initiative has a lot riding on its success. in my opinion there are seven key factors separating successes from failure. Last week I published Part I of the “Seven Differentiators of Success for Your Strategic Marketing Initiative.” We covered four of the seven in that post. They are executive buy-in and C-level commitment, management … Continue reading The 7 Differentiators of Success for Your Strategic Marketing Initiatives (Part II)
I enjoyed Laurie’s insights on where Salesforce is going with respect to SMBs.
In over twenty years of Marketing, I worked on many large cross-functional projects. Multiple CLM, CRM and Marketing Automation implementations; restructuring of a lead program responsible for millions of leads per year; Customer Loyalty and Satisfaction initiatives; Product Line launches; fully Integrated Marketing Campaigns; you get the idea. These projects tend to be critical. With regard … Continue reading Seven Differentiators of Success for Your Strategic Marketing Initiatives (Part I)
Many folks think of logos, marketing collateral, advertising, and other imagery as their brand. They lump in patents, copyrights, trademarks and other intellectual property; domain names, slogans, jingles, and other components. And they are partially correct. But a brand is so much more than that. A brand is the promise you make to your customers. … Continue reading 3 Benefits to Building Your Brand for Your Customer Lifecycle Marketing program
As a Marketer, you are always looking to engage your customers and grow revenue and retention. You have many touch points and channels to leverage. One of the first actions your customers will undertake with you is to subscribe to your email list. They may be at the top of the funnel, considering making a purchase and … Continue reading 5 Considerations to Growing Your Welcome Program Revenue
I attended a conference earlier this week and interacted with many smart Marketers, each doing some wonderful things and accomplishing a great deal. However, everyone seemed to be having the same challenges and asking similar questions. I came away thinking that the following three platforms could provide the base for any Marketer to be successful in … Continue reading 3 Technology Tools You Need to Build a Successful Customer Lifecycle Marketing Program
I do not think it is big news that attention spans are declining rapidly. Here’s a reference to a study you can use. Now, just because attention spans are declining does not mean you have to reduce copy to just a few sentences or reduce all videos to 10 second snippets, but attracting the attention … Continue reading You’ve got 8 seconds….Go!
It’s never too early for an organization to establish its strategic direction. You would not take a trip with your family without knowing your destination, time of arrival, and how much it will cost you to get there (at least a ski trip to the Alps has a significantly different cost associated with it than … Continue reading Strategy: What you need to build an effective strategy.
Recently I was asked how do customers benefit from being loyal to a company. Let’s explore some here. Typically you would offer your best clients access to improved levels of service. One of my favorite examples is how companies will utilize their telephony software to move their best customers up in a phone queue, so the most … Continue reading Customer Loyalty Needs to Benefit the Customer