Tagged 'segmentation'

Why CMO’s Need To Be More Involved in Ecommerce

Posted by Paul Dunay on May 7th, 2013 at 3:34 am

If the $42.3 billion spent online this past holiday season has taught retailers anything, it’s that capturing customers—and their dollars—online is crucial.

It's not you, it's me

Posted by Ross Kramer on March 22nd, 2013 at 10:35 am

Look around. You’re surrounded by logos. You can probably count at least 25 different branded messages around you right now. Go ahead and count, I’ll wait…
The average person sees 30,000 branded marketing messages every day. And they receive at least 45 email marketing messages daily – most of which they signed up to receive, a few of which they might actually remember signing up for and still want.
Email provides a direct, personal connection to your customers. And while it might be tempting to blast out all of your company news to everyone on your list, remember this: your email campaigns aren’t about you, they’re about the customer. Stop talking about yourself and start communicating the messages each customer wants to hear. You can do that with email.
How? By segmenting customers by past purchase data – not just by categories or brands, but by actual SKUs, amount spent, number of purchases, etc. Looking at a customer’s purchase history as a whole helps you accurately predict future purchases. That, in turn, lets you send highly relevant and timely messages to each customer.
Let’s say you sell pet supplies online, and I frequently spend $75 a month with... Read more

Two Must-Haves for True Website Optimization

Posted by Mark Simpson on January 16th, 2013 at 5:57 am

Brands that regard their websites as a primary revenue source have three distinct priorities: give customers an optimal experience, create loyalty and convert potentially passive browsers into active buyers.
It’s not a coincidence that experience and loyalty precede sales in this short priority list; the relationship between exceptional customer experiences and revenue growth is fairly direct. The better your website speaks to your visitors, the more loyal they will become and the more sales you will generate.
The good news is that customers can (and should) be very active in the optimization process. Through their clicks, page views, bounces, reviews and purchases, our online customers are offering us helpful feedback about their online experiences, in real time.
So what can you do with all this data?
1. Testing
Using A/B and multivariate testing to discover your problem areas is a great first step. In fact, if you’re running an ecommerce site without testing in place, you’re probably losing valuable conversions and dollars as you read this.
No matter where you begin, whether it’s with shopping cart funnels, homepage bounce rates, search or call-to-actions, testing different variations of elements encountered along the path to purchase — and deciding which ones produce the highest conversions — will begin... Read more

Zero-Segment Marketing: Splitting hairs to deliver on 1-to-1 customer engagement

Posted by Kristin Hambelton on September 27th, 2012 at 4:52 am

New channels and communication paradigms have stretched segmentation models to the breaking point. To drive customer engagement and business results, marketers must embrace Zero-Segment Marketing. Eliminating one of the last remaining obstacles to true 1-to-1 marketing, Zero-Segment Marketing discards traditional segments, creating an environment where offer targeting is defined by the individual.

Use Personas to Segment by Buying Behavior

Posted by Tony Zambito on July 25th, 2011 at 11:08 am

Image via Wikipedia
If you’ve come up the ranks in B2B Marketing and/or Sales, you know the quarterly and perhaps even monthly drill.  We look at opportunities via company name, whether they are Global 2,000 or Fortune 500, deal size potential, and other few factors that likely make up segmentation.  Usually a component of this effort is the target role and title you’ve got neatly pegged into a sales automation or CRM application.  This is often accompanied by the mandate that we need to sell to the C-Suite or the CIO or CFO and whatever C label we may find.
This may have been just fine – that is – until buyers have become fairly self-directed in the buying process as well as enabled by the Internet and social technologies.  The mountains of CRM produced data slicing probably is getting stale at a faster rate also.  The target buyer title identified and department most likely shifting in a timeframe of six months or less in some cases.
What is becoming more and more evident is that buying behaviors are getting harder and harder to discern because B2B marketers are not exactly privy to the changing behaviors.  We may be from a quantitative viewpoint,... Read more