'Targeting' Category

How Brands Use Polls to Leverage Deeper Drivers of Engagement

Posted by Bill Guild on May 18th, 2015 at 1:20 pm

When brands have a full understanding of the qualifications, motivations, and preferences that drive campaign conversions, they can qualify their audiences and adjust creative messaging to resonate with consumers who will become good customers. This boosts campaign results at all points in the customer journey.

Account Based Marketing & More – 3 Tips to Transform Your B2B Marketing for 2015

Posted by Willie Pena on May 15th, 2015 at 7:40 am

According to Demandbase CMO Peter Isaacson during the firm's Marketing Innovation Summit for B2B opening keynote at the AT&T Park in San Francisco a couple of weeks ago "Its a great time to be a marketer."
And while some might counter that it is not -- due to greatly increased competition, a still-cautious spending environment, and a confusing assortment of marketing solutions being brought to market at a breakneck pace -- I agree with him. We have a plethora of new tools which are making our jobs easier, albeit at the cost of having to maintain a near-constant devotion towards educating ourselves on the latest methodologies, lest we get left behind.
To help you stay up to speed, I have put together a few tips based on conversations with a couple of forward-thinking marketing technology companies on what they think marketers should be doing right now to transform their businesses.
1. Get contextual
As I reported back in March, context is increasingly important as a marketing concept. It means delivering relevant content based on what the prospect or customer is doing right now, in real time, on whatever device they happen to be using.
In a recent conversation I had with Patrick Tripp, Senior Product... Read more

Marijuana Industry Growing Like A…Well…Weed

Posted by Neal Leavitt on April 22nd, 2015 at 12:54 pm

“Dave’s Not Here Man”
--Tommy Chong
“They’ve Outlawed the Number One Vegetable on the Planet”
--Timothy Leary

Grass. Pot. Weed. Ganja. Reefer. Wacky tobaccy.
The monikers are infinite.
And apparently, so is the growth potential of the burgeoning cannabis industry. GreenWave Advisors, a marijuana research and financial analysis firm (could anyone have remotely envisioned such a firm a decade ago?) prognosticated last year in a report that if the federal government and all 50 states legalize recreational marijuana, it could be a $35 billion annual business by 2020.
While that’s probably a Rocky Mountain High pipe dream for the near future, another cannabis industry investment and research firm, Oakland, CA-based ArcView Group, said that the U.S. market for legal cannabis almost doubled from $1.5 billion in 2013 to $2.7 billion last year. ArcView also predicts that by 2020, another 14 states will legalize recreational marijuana and two more states will legalize medical marijuana.
Currently four states – Alaska, Colorado, Oregon, and Washington – have legalized retail marijuana; Washington D.C. voters legalized recreational use but sales are still illegal.
Erik Devaney, writing in HubSpot, said it’s not just marijuana growers, distributors and dispensaries comprising this potentially lucrative landscape.
“It’s also fertilizer companies, and lighting system... Read more

Watch the Webinar – Get More Leads on Your Radar

Posted by Winnie Brignac Hart on April 15th, 2015 at 7:27 am

During the webinar, we highlighted strategies on how to build a lead generation plan:
• Identify an ideal lead versus a stowaway
• Strategies to be top-of-mind when leads are looking for a solution
• ROI statistics on the benefits of lead nurturing
• Tools that can monitor and manage your lead funnel
• The 8 alignment indicators on your True North Radar
View Webinar

The Single Biggest Mistake Marketers are Making?

Posted by Willie Pena on March 19th, 2015 at 6:23 am

To answer this question, I turned to Jerry Jao, CEO and Co-Founder of Santa Monica, CA-based Retention Science. His firm sells an automated marketing platform which profiles and predicts customer behavior in order to deliver contextual messaging at the best possible times. If you read my  earlier piece with my coverage of Adobe Summit, then you know just how important context is becoming to marketers.

While whoever I ask about the biggest marketing mistakes has their own bias and provides a different response, Jerry's answers reiterate a well-known -- yet often ignored -- precept about customers and how to derive the greatest ROI from marketing dollars: namely, it costs far less to retain existing customers than to market to new ones.
Read on for his take on the subject.
Tell me a little about your background and why you decided to found Retention Science?
Both my co-founder and I had experience selling products online, from video games to comic books to electric violins. We soon saw firsthand the challenge of retaining existing clients, and just as quickly realized that our problem was far from unique. Most businesses were not – and still aren’t – spending enough on customer retention.
This was despite the... Read more