Everything You Wished You Knew Before You Built Your CRM Database
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Everything You Wished You Knew Before You Built Your CRM Database

Business databases have moved beyond name, address, city, state and zip. Today’s savvy customer relationship management gurus capture purchase history, lifestyle, lifecycle, and lifespan info that enables them to engage, re-engage, and even dis-engage (that’s a fancy word for fire) customers when necessary. Customer information that goes deep and reveals the lifetime value of that...

Study Confirms Direct Mail and Email Remain Preferred Channels
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Study Confirms Direct Mail and Email Remain Preferred Channels

Social and mobile media are fast, popular and fairly inexpensive marketing channels, but your customers say they’re not keen on receiving marketing messages via these channels, according to the latest Marketing-GAP report by UK’s fast-MAP. Results from study reveal why receiving “properly executed” direct mail still brings smiles to recipients and results to your company. According...

Marketing Management & Execution Solutions: So What Do You Call Them?
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Marketing Management & Execution Solutions: So What Do You Call Them?

Marketing Asset Management. Print Automation. Marketing Automation. Communications Portals. Distributed Marketing. Web-To-Print. Confused yet? Wouldn’t it be nice if everything fit in a nice, neat package that is easy to understand and explain?  In the world of marketing communications management, many people would think the above terms all mean the same thing.  I actually think...

Posted by July 26, 2012January 1, 2017
Think Like a Great Architect to Design that Historic Campaign
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Think Like a Great Architect to Design that Historic Campaign

Marketers wear many hats to design campaigns that earn loyalty, likes, sales, or donations. To start your next project with a zero-based obstacle point of view, think like a great architect. How would Le Corbusier design the rollout? How would Karl Rove remove the competition from the campaign, and how would Julia Morgan (first woman licensed to...

Posted by July 17, 2012May 29, 2019
Like Humpty Dumpty You Can Crack Open Your Campaign with Split Tests
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Like Humpty Dumpty You Can Crack Open Your Campaign with Split Tests

Testing one, two. Simply running an a/b split with all your marketing campaigns can pay dividends in the end. It’s as elementary as a nursery rhyme. To run a split test, you create two or more messages (either with different content or just a different subject line) and send the messages to randomized, equal portions of the...

Posted by May 30, 2012January 18, 2018
I’m Just Happy to Make a Contribution
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I’m Just Happy to Make a Contribution

In the 1988 baseball movie Bull Durham, Crash (Kevin Costner) mentors Nuke (Tim Robbins) about what clichés to recite to the media after a big win. Though not the brightest bull in the pin, Nuke, executes beautifully upon pitching his first no-run win in the majors by saying, “I’m just happy to make a contribution and...

Posted by March 13, 2012May 29, 2019
Ring in the New Year by Conducting a Marketing Audit
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Ring in the New Year by Conducting a Marketing Audit

Over lunch my friend described the duress his associates were going through because of a switch from a fixed- to zero-based budgeting. In essence, department heads could no longer use last year’s budget adjusted for inflation. They instead had to cost justify each expenditure line item by line item. These are the signs of tighter times...

Posted by December 27, 2011May 29, 2019
Don’t Be a Drip, Nurture Your Leads
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Don’t Be a Drip, Nurture Your Leads

Marketers want to talk to prospects and salespeople want to talk to buyers. The courting process of moving a person from the prospect to buyer stage is called lead nurturing. Unfortunately most B2B marketers aren’t very good at it. In fact, among marketing automation adopters, only about 1 in 3 believe they have an effective lead nurturing process, according...

Posted by November 29, 2011January 18, 2018
Test to Make Sure Your Marketing Messages Are Served Hot Not Cold
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Test to Make Sure Your Marketing Messages Are Served Hot Not Cold

Are your marketing messages hot, cold, lukewarm, or 86’d upon receipt? If you don’t know, you probably haven’t been testing. When in doubt that your marketing messages are truly authentic or well received by your customers, do the trusted A/B split. People who A/B test their email or web campaigns get 11% better open rates and...

Posted by October 18, 2011January 18, 2018
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How to Make Your Direct Mail Marketing Results Spike

Are your direct mail marketing numbers spiking or splatting? If you want to bring in at least three new projects from your existing clients in the next 60 days stop selling and start solving. Solution selling is the quickest way to move from being a bother to being a trusted advisor in your customer’s mind. You’ll see...

Posted by October 7, 2011June 10, 2019