Posts Tagged ‘Customer Acquisition’

Know Thy Customer

Tuesday, September 14th, 2010

For a while now we’ve all heard plenty about how the emerging trend in marketing is moving towards “content marketing” or the creation of custom pieces aimed at generating a relevant engagement at a specific point of time.

What I’ve found lacking in the discourse, however, is a real pragmatic approach to leveraging this for marketing purposes.  Part of the explanation for this is certainly that it’s not an easy thing to do.  It is, however, possible to apply a methodology for content creation that will consistently outperform traditional approaches.

Over the coming weeks I will begin to breakdown the evolving approach I’ve seen work for a number of clients.  As a starting point, I’ll focus on getting to know the customer.  This is the key starting point for any content strategy.  If you don’t understand what makes them tick you can’t consistently generate interesting perspectives.  There are a lot of very tactical, very actionable steps you can take.  In fact… there are at least 15 of them!  Some of these will certainly be familiar, but on the whole hope you will take away some nuggets and a plan on how to string them all together to greatest effect.


Loopfuse Welcomes Marcus Tewksbury!

Thursday, March 25th, 2010

I would like to welcome Marcus Tewksbury to the Loopfuse team.  Last week, we formally announced that Marcus joined our advisory board but Marcus has been good friend of the Loopfuse team for about a year.  By way of introduction, he is an expert on how companies can turbocharge their inbound marketing efforts, select and implement successful social media marketing strategies, and drive customer engagement.  In addition, Marcus is known throughout the industry for his work in engagement marketing, where he focuses on helping marketers manage the disruption of digital saturation and the effect of word of mouth.  While Marcus has worked companies such as Wal-Mart, JP Morgan, Hallmark, Walgreens and Coach, he is currently the director of customer intelligence at Alterian, a publicly traded, integrated marketing platform company.  Without question, Marcus brings a wealth of knowledge, expertise and engagement strategies across sales and marketing automation, demand generation technologies, and social media.  We are very excited to have him join LoopFuse’s advisory board and contribute to our next stage of growth and success.

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Identify which marketing channels, or combination of marketing channels, have the greatest impact on lead conversion and revenue

Thursday, February 4th, 2010

Following up on my blog post last week, we are now up to third way marketing automation provides job security for marketers from 5 Ways Marketing Automation Provides Job Security for Marketers.  Below is the excerpt from the white paper:

“3. Identify which marketing channels, or combination of marketing channels, have the greatest impact on lead conversion and revenue.

With so many marketing channels, it’s difficult to tell which combination of channels to build into the marketing mix and how much budget to allocate to each of them.   By measuring customer acquisition across marketing channels, the CMO can determine which channels are more likely to impact top-line revenue and allocate budget more effectively based on tangible results.  Conversations with the CFO become much more meaningful when the cost per customer acquired can be linked to expected revenue targets and to the marketing spend.  It’s difficult for finance to reduce overall marketing budget without also reducing revenue targets when marketers can demonstrate the relationship between cost per acquisition and revenue.

The marketing mix can be analyzed based on the tangible impact specific marketing channels have on cultivating prospects.  This allows the CMO to make better decisions about where to allocate budget based on tangible metrics, not gut feel.  At the same time, marketing automation tools become a central database with marketing campaign information and sales information allowing organizations to calculate return on marketing investment by campaign, period, or marketing channel.

Job Security Scorecard:

  • Justify marketing budget by demonstrating exactly which marketing channels drive the highest conversion rates.
  • Calculate customer acquisition by marketing channel
  • Forecast more accurately by linking customer acquisition rates to overall marketing budget.  “If we spend this much money in the following channels, history tells us we can achieve the following revenue.”

Download a free copy of 5 Ways Marketing Automation Provides Job Security for Marketers

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