Sep
2

The pivotal role of e-mail and interactive CRM in cross-channel audience analysis

Author: J-P De Clerck

Cross-channel audience analyis is key in better targeting recipients and improving conversion in e-mail marketing and beyondDatabase marketing specialists and e-mail marketers who wish to interact with their target groups in a relevant manner analyze - in a systematic and structured way - the behavior and patterns of people in their e-mail lists. It is key in establishing successful e-mail marketing programs that respond to the needs of recipients.

At the same time it has become clear that e-mail marketers, just as other marketers, can no longer work and think in silos. I have already explained the reasons for this: we live in a cross-channel communication landscape where people always want more control. Obviously this also has its consequences for ‘audience analysis’ practices. Read more »

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Aug
31

Why nurturing stalled leads is important

Author: J-P De Clerck

Lead nurturing: more focus on nurturing stalled leads is requiredJames D. Lenskold, Jim to friends, the author of the excellent book Marketing ROI, recently shared the results of the 2010 edition of the B2B Lead Generation Marketing ROI Study, from his consultancy company Lenskold Group.

Earlier this month Jim wrote an article on MarketingProfs where he published some details and explained how one could indicate and develop the ROI of ‘lead nurturing’. Read more »

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Aug
1

E-mail marketing is no longer possible without marketing automation and lead management

Author: J-P De Clerck

There are still companies where e-mail marketing is an almost separate activity. We may deny this, but it’s true. For some businesses sending e-mails has become a kind of routine that is only intended to generate traffic and send marketing messages to lists of addresses that are barely ever followed up on or maintained.
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Jun
14

Marketing automation and the social network challenge of lead quality and management

Author: J-P De Clerck

Recently, David Baker of agency Razorfish, wrote an article on MediaPost called “The pace of marketing automation in 2010”.

Return Over Investment has forever been the driving force in B2B marketing, David writes. In recent years, it is increasingly so, I might add, since the adoption of Marketing ROI across businesses is increasingly becoming important.

However, David says that what he calls “more progressive digital channels and methods of reach” force us to not only measure ROI at the conversion stage but also at the lead quality stage. As a result, lead scoring has to be adapted to a more “complicated sales cycle and attribution”.

Secondly, David looks at that the combination of sales and marketing and the need and challenge of the integration between a sales agent and “the web experience”. People these days increasingly use online channels, look for information on the web, are multi-tasking and omni-channel and thus dispose of more information sources. Read more »

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