Tagged 'metrics'

5 Ways to Retain Loyal Customers During Growth

Posted by Jeannie Walters on June 17th, 2014 at 2:21 pm

Are you alienating customers as you scale?
Business growth is often considered relative to customer acquisition. More new customers = more growth. Growing businesses implement more metrics to track this growth. But what about specific B2B customer retention strategies? During growth, it becomes even more important to track what not only attracts new customers, but what helps you retain the customers you have.

Our infographic shows how easy it is to lose sight of real customers and their needs as you scale your business.
Don't just grow, grow with your customers.

When scaling any business, there are likely to be changes some customers simply will not care for, and you're bound to lose a few of them along the way. But there are ways to make sure you'll have a better chance at keeping those customers while gaining some valuable insight as you move forward.
Here are 5 B2B customer retention strategies to implement during growth:

1. Pay attention to how customers behave.
Customers, especially when interacting with other people, are apt to behave in ways that are contrary to what they have told you. Watch how your customers are behaving. Are they renewing contracts? Are they upgrading their services? Use these objective measurements as guideposts... Read more

4 tactics to improve your AdWords

Posted by Jason Wells on January 28th, 2014 at 1:56 pm

AdWords spend sucks up a chunk--in many cases, a massive chunk--of many marketers' budgets. PPC, depsite its downfalls, is a quick and relatively cheap way to drive significant amounts of traffic in a hurry. It's also a way for a growing company to appear on page 1 of Google immediately. And, not to mention, appear when and where you want to appear. AdWords is awesome, but how do you take your spend to the next level? What can you do to improve your ROI?
Here are 4 tactics to try:
1) Use Call Tracking to Analyze Which Ads Generate Calls
Are you getting credit for every lead your AdWords campaigns generate? If you're not using call tracking you're not.
Call tracking for PPC allows marketers to track the precise keywords, campaigns, and even ads that are generating phone calls. LogMyCalls uses a tool called Dynamic Number Insertion (DNI) to dynamically display a phone number to a web visitor dependent upon the parameters you set. In other words, different phone numbers can actually appear on the same landing page dependent on the campaign, ad, or keyword. So, for example, if you're A/B testing ad copy for a specfic ad, the people that click on ad... Read more

Lazy PR Doesn’t Do A Brand Good

Posted by Ragini Bhalla on December 13th, 2013 at 9:22 am

Milk, it does a body good. We all know this to be true. But what does it really mean? Well, if you think about it, it’s a saying that could be easily transferred to the PR industry. Making milk a staple of your daily diet is just as important as embedding strategy and goal-oriented results into your PR “diet.” As digitally savvy and progressive as the PR industry has become, there are still so many PR agencies that define success (for their clients) by the sheer number of items checked off as “completed” each month. And that can often result in empty “wins” that do nothing to drive the client’s long term business goals, both from a brand awareness and lead generation/nurture perspective. To me, that’s the sign of a lazy PR agency. But to point the finger blindly at lazy PR agencies isn’t fair either.
As someone who sits in-house within a brand to oversee the PR and communications strategy, it’s up to the PR agency’s clients to hold them accountable, identify multiple goals and results that actually align with the caliber of media outlets relevant to the industry and lay out a roadmap to grow the client’s PR ROI.... Read more

Too Many Tweets & Not Enough Marketing ROI

Posted by Mark Hughes on July 16th, 2012 at 9:44 am

C3 Metrics CEO Hughes Deconstructs Fornaise Study & Provides Solution to get CMOs Focused on Metrics
CEOs don’t trust marketing.  This comes from the newly-published London Fournaise Study where 1,200 CEOs from North America, Europe, Asia, and Australia were interviewed.
Disconnected From Reality
80% of them said they don’t trust the work done by marketers.  80% of CEOs also said marketers are “too disconnected” from the financial realities of companies.
The Fournaise study indicated that CEOs think: marketers live too much in their creative and social media bubble and focus too much on parameters such as “likes,” “tweets,” “feeds,” or “followers.”
The sound of the wake-up call is deafening.
For Martin Sorrell, John Wren, Michael Roth, Maurice Levy, and the shareholders of agency holding companies—this translates into havoc.  Because when a new CMO comes in, a huge amount of resources are devoted to relationship building and understanding a clients’ business.  But two years later the account is yanked out from under the rug, wreaking financial havoc.
The heart of this agency malaise is discovered in the single sentence of the Fournaise survey:  marketers are too disconnected from the financial realities of the company.
An Explosive Solution
The solution is--explosives.  Blow up the model, blow up the trend, blow up... Read more

Did Mad Men Measure ROI? What Don Draper’s Been Missing for Brand Marketers

Posted by Megan Hegarty on May 2nd, 2012 at 11:04 am

When the Don Drapers of the world launched a client campaign, there was only one performance indicator – sales figures. If sales went up, the campaign was a success. So now that we are able to measure each aspect of a campaign, why do some folks still look at the components in a silo?
Back in the good old days of advertising, when the Don Drapers of the world launched a campaign for a client, there was only one performance indicator – sales figures. If sales went up, the campaign was considered a success, even though no one really had any idea what truly caused the lift. Then, along came online advertising, which brought with it a whole new, more granular way of looking at campaign performance.
When you run an online campaign you have the ability to track your campaign from day one, in almost real-time. This accessibility and abundance of data is both a blessing and a curse. While it gives us the power to finely tune campaigns to maximize ROI and minimize spend, the online portion of the buy becomes highly scrutinized, while the inherent value of “traditional” tactics such as billboards often go unquestioned.
The danger of simply looking... Read more