The Blog

Lead Nurturing: Are You Serving Green Bananas?

Lead Nurturing: Are You Serving Green Bananas?

Lead nurturing is a hot topic these days. Historically, lead generation programs were always designed to quickly pass fresh leads on to sales as soon as they were identified. Time was of the essence, the theory went. And quantity was king. Today, things have change dramatically. In recent years, organizations have realized that it is preferable to let marketing hang on to leads as long as possible before passing them on to sales. Why the big shift in strategy? And what’s be big advantage of nurturing leads before handing then off to sales. Let’s examine what brought about this fundamental reversal.

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CASL: Canadian anti-spam legislation – Are you truly ready?

CASL: Canadian anti-spam legislation – Are you truly ready?

Canada’s anti-spam legislation (CASL), also known as C-28, comes into full force on July 1 of this year. If you’re sending emails to Canada and haven’t already taken steps to prepare for CASL, you have a few short days to get ready to comply with what is considered to be the most stringent anti-spam legislation in the world. And there’s a major incentive to do so: fines of up to $10 million for a business, or $1 million for an individual.

CASL and the concept of consent

At the heart of CASL is the need to obtain consent – either explicit or implied – in order to be able to send Commercial Electronic Messages (CEMs) to your customers, prospects or subscribers.

Explicit consent is consent which is given verbally or in writing by a contact, using various means including a web page that provides a check box (which cannot be pre-checked) or a subscribe button.

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Physical Meets Digital – How to Increase Marketing ROI [VIDEO]

Physical Meets Digital – How to Increase Marketing ROI [VIDEO]

A key element of the presentation is the customer journey and how you need to choose the right media combinations at each stage of that journey.
Photo credit Dan Levy @TheDanLevy

I recently had the pleasure of speaking at the FFWD Advertising and Marketing Week in Toronto on the convergence of physical and digital media. The presentation was held at the TIFF Bell lightbox – an incredible venue in the heart of the city — and was sponsored by Canada Post. This was the kick-off event of the Canada Post DM Education and Awareness Program called We’re Rethinking Direct Mail.

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Relationship Marketing: 4 things you need to know

Relationship Marketing: 4 things you need to know

After a recent discussion with a few colleagues at the APCM – the Association of Quebec marketing communication professionals affiliated with the AMA, I was shocked to discover how misunderstood the concept of relationship marketing really is here in our market space. I suspect that this might be the case elsewhere in the world as well. Apparently, many marketers here confuse relationship marketing with email marketing and more specifically with the use of newsletters to communicate with customers. In France, relationship marketing is synonymous with multi-level marketing or network marketing.

So here’s my attempt at clearing up some of the confusion (and hopefully not contributing to it). In my view — based on 33 years of experience — relationship marketing is a form of marketing that focuses on creating, maintaining and growing business relationships between an organization and its customers. Relationship marketers focus on the quality, longevity, depth and value of the relationship with customers on an individual or personal level. This form of marketing is an offshoot of Customer Relationship Management, commonly referred to as CRM. I use the term to designate the CRM marketing vision and practices, as opposed to the management software platforms that make CRM possible.

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How to start a relationship with a B2B landing page

How to start a relationship with a B2B landing page

A well designed landing page can make the difference between a raging success and an abysmal failure for your lead nurturing program. The people at Pardot, just released this really powerful Infographic on the anatomy of a well designed landing page. Their point is well taken: because you typically lose over half your visitors right from the getgo and have to really work hard to convert those who stay on the page.

Know and share your value
Some of the elements that really stand out to me as a relationship marketer are the need for strong call to action and a well crafted value statement. Answering the age old question “WIIFM?” (What’s in it for me?) is essential to producing strong results. This to me is the deciding factor in a landing page, or any other marketing piece.

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When recommendation engines go terribly wrong

When recommendation engines go terribly wrong

One of the most popular forms of personalization used on eCommerce sites is the “people who bought this, also bought that” recommendation. The assumption is that people have similar tastes and so if other people are buying the same things, so should you. Sometimes, the intention is to ensure that someone who buys an item requiring additional accessories be reminded of all that is needed before checking out their shopping cart.

Some sites use an algorithm to predict which products should be paired with each other. Others simply tag products and bucket them into groups. Now the latter can same time and money, but sometimes leads to some strange recommendations as seen below on the Tiger Direct website.

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Do you and your customers speak the same language?

One of the guiding principles of B2Me is to use simple language and familiar terms in order to clearly communicate what you need to say to your customers. Get rid of jargon and marketing speak — Make it a priority!

American insurer Cygna clearly understands the importance of simple and effective communication. The company prides itself on systematically simplifying the language it uses in its marketing communication and more important, in its contact between their employees and customers.

If you’re trying to persuade people to do or buy something, it seems to me you should use the language they use every day. -David Ogilvy

To help achieve this goal, they created a program for first-line staff that dictates what words should be used to describe insurance concepts, products, terms and conditions. The program is called “Let’s be clear”, and is designed to help employees “translate” the obscure language of the insurance industry into plain English.

Here are a few examples: “you” instead of “claimant”, “process your claim for payment” instead of “adjudication” and “start date” instead of “activation”.

The goal is to make customers feel comfortable, to create a climate of trust and allow the customer to feel valued – not diminished by the use of language they don’t understand.

Cigna even created a website that provides a dictionary of common insurance terms and their translation into plain English in order to be clearly understood by a customer.

At the end of the day, it simply a question of respect for “me”, the customer. Do you speak the same language as your customer? Or are you forcing your customers to speak yours?

Five benefits of B2Me™ on RetailExperience.com

There’s an interesting article on B2Me™ on the Retail Experience Blog, by Paul Flanigan, former director of brand communications for Best Buy.
Here are a few lines from his post:

We have all heard B2B (business to business) and B2C (business to consumer). But this has now evolved into B2ME. The simple definition is the practice of marketing to the individual based on the desires of that individual. It’s not about closing a sale, it’s about developing a relationship with every single unique individual.

This doesn’t (or shouldn’t) seem like a new way to market. We have been doing this all along, right? Well, the advent of personal technology has quite a bit to do with it. Marketing has had to catch up with individuals who are mobile, savvy, and in control of the sales cycle in pretty much every type of buyer/seller relationship.

Read more on RetailExperience.com

How much is a customer worth? Probably more than you think!

How much is a customer worth? Probably more than you think!

When you look at marketing from a purely transactional perspective, you often lose sight of an important dimension: the long-term value of a customer. Or more precisely, the cumulative net revenue that a customer provides during the “lifetime” of the relationship between the customer and a business, or a brand.

This transaction perspective focuses on the immediate sale of good and services through marketing campaigns of all nature. From that point of view, the customer value is equal to the amount of the sale produced as a result of that campaign. Transactional marketers will work to reduce the cost per transaction in order to maximize short term revenue. Nothing wrong with increasing revenue… far from it. But this narrow vision often forces us to make choices that as purely short-term.

More often than not, when the focus is purely on short-term revenue, marketers will discard any initiative that produces a customer acquisition cost that is deemed to high when compared to the value of the transaction, without taking into account the future value of a customer. Such decisions do not take into account differences in customer quality, potential loyalty and future purchase value. Why pay ten dollars to sell a five dollar item? And yet…

Customer lifetime value

From a relationship marketing perspective however, we will take into account the actual value of a customer — what is known as Customer Lifetime Value (CLV) – in order to better understand how much we can afford to invest to acquire a new customer with whom we can engage and maintain a long-term relationship over the course of several years.

In fact, when you think about it, this value is often much greater than we suspect. Calculating CLV is based on three variables: gross revenue per average transaction, average frequency of purchase and the average lifetime of a customer relationship. Regardless of your industry, when you start to look at what a customer is worth, you quickly understand why it is so critical to retain customers and increase loyalty.

In the infographic show below, KissMetrics looks at the lifetime value of a Starbucks customer. That Grande Latte you buy from the little mermaid from Seattle starts to look even more expensive than you ever imagined. According to KissMetrics, the average lifetime value of a Starbucks customer is $14,099 over a 20 year period. This value is based on an average purchase value of $5,90 and a purchase frequency of 4,2 purchases per week. Now imagine the coffeeholic who shows up twice or three times a day, at break time, for lunch or an afterwork snack. The value goes through the roof!

Acceptable acquisition cost

Rather surprizing isn’t it? So now, if I ask you how much Starbucks could afford to spend in order to acquire and retain a new customer, you would start to see that it is much more than the cost of a single Latte. Instead, you would use the CLV as a basis to set this amount. All of a sudden, you would probably be tempted to invest a little more. Now imagine you’re Second Cup — how much would you spend to win over a Starbucks customer?

Now think about your own customers. What is the CLV of your average customer? Better yet, forget the Average Joe. Think about your best customers—the top 15% to 20%. Your most active, loyal and profitable customers. Now thank about what you are doing to keep them loyal… If your answer is nothing, what are you waiting for? It’s a matter of survival!

This infographic was created by KissMetrics

How To Calculate Customer Lifetime Value
Source: How To Calculate Lifetime Value