B2B and B2C Marketing
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Suncorp Group Increases Online Revenues
A Digital Transformation Success Story
by Susan AldrichDigital Transformation can be a key to effective marketing. Learn how Suncorp Group’s digital strategy, combined with a digital marketing maturity model, is leading to impressive results. -
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How Easily Do You Let Customers Go, and How Well Do You Entice Them to Come Back?
by Ronni MarshakSuffering from email overload? Start using those unsubscribe links on most email communications. But you will find that it is easier to get off some companies’ lists than others. -
CVS Makes It Easy to Reap the Value of Loyalty
Making Savings Relevant, Easy, and Obvious!
by Ronni MarshakDoes your organization offer a rewards program that encourages loyalty, spending, and makes customers feel good about doing business with you? You can learn some lessons from CVS! -
Are Your Daily Deal Customers Just One-Night Stands?
How Might You Convert Them to Loyal, Repeat Customers?
by Ronni MarshakMerchants who invest in daily deal discounts to court new customers need to follow up with planned marketing campaigns or the new customers might just be a “one-night stand.” -
Steps to Success for Personalizing Your Customer Experience
A Roadmap for Personalization
by Susan AldrichSee how pioneers in personalization, including Bakers Shoes and Netflix, use personalization to great advantage. Personalization varies among businesses and among customers, but we offer the specific steps you can take to set and accomplish personalization goals that enhance your business and your customer experience. -
All I Want for the Holidays
A Wish List to My Favorite Retailers and Etailers
by Ronni MarshakHere's a list of ways to personalize the holiday shopping experience that will delight customers and bring in extra sales from those of us who avoid Black Friday and Cyber Monday. -
Success with Best Practices for Targeted Merchandising
Unlocking the Power of Recommendation Engines
by Susan AldrichRecommendation technology has made targeted merchandising accessible to merchants of any size. We’ve identified three best practices for targeted merchandising, plus the eight principles that will guide you in applying the practices. -
Engage Them Early, and They'll Be Customers for Life
Targeting College Students for Free or Discounted Products and Services Can Be a Great Customer Relationship Strategy
by Ronni MarshakStudents are an excellent audience when prospecting for loyal customers. Engage them early with great products, great deals, and a great customer experience so that they turn to your company when they graduate and are ready to become loyal to a brand. -
Customer (and Partner) Segment Advocates
Patty's Dream Team: Roles and Responsibilities You'll Need for Your Customer-Centric Organization
by Patricia SeyboldOne key to success in becoming a customer-centric organization is to have strong customer and partner advocates with clout. Here are some role models and suggested responsibilities that may help you build or refine these roles for your company. -
The New B2B Marketing in Practice
Lessons in Content Marketing, Lead Nurturing and Scoring
by Susan McKittrickMarketing automation case study highlighting content marketing and lead management processes. Manticore Technology used by B2B marketer at CSC and Intellitactics. -
B2B Marketers Prepare to Get the Most Out of Today's Technology Tools
Seven Steps to Adapting to Changes in Buyer Behavior and Capitalizing on Opportunities
by Susan McKittrickFor many marketers the catch-up required to take advantage of technology and respond to new buying behavior is overwhelming. This report provides a seven-step framework for understanding what is different and preparing to make the changes. -
Keys to E-Merchandising Success in Troubled Economic Times
Help Customers Make Wise Buying Decisions and You Will Foster Loyalty
by Ronni Marshak, Martha FreyIn these hard economic times, you need to make it as easy for your customers to find, choose, and buy your products. Ten e-merchandising best practices are presented in this report. -
End-to-End Search Marketing and Customer Experience
Summary of Survey Results
by Susan AldrichMaking the most of your search opportunity isn’t simple, but there are steps you can take to optimize your customers’ search experience and reap increased and more profitable revenue as a result. -
Why CRM Is the Wrong Answer to the Wrong Question
Are You Investing in the Right Stuff?
by Patricia SeyboldCRM applications do a lousy job of addressing the strategic customer issues that every organization faces. If you’re in the process of yet another round of CRM improvements, perhaps it’s time to take a fresh look at what your strategy really should be. -
Customer Innovation Guide: Identify and Study Lead Customers
Have You Taken the First Step towards Customer-Led Innovation?
by Patricia SeyboldThis guide provides a self-assessment to see how far along your company is in the important first step towards customer-led innovation by identifying, interviewing, and engaging with your lead customers. -
Customer Innovation Guide: Five Roles Your Customers Should Be Playing
How Engaged Are Your Customers in Shaping the Future of Your Business?
by Patricia SeyboldThis guide explores the five different roles that customers can play and companies can leverage to become an outside innovation organization. -
Virtually Being There
Royal Caribbean Cruises, Ltd. Creates an Online Onboard Experience
by Ronni MarshakIn an interview with Maria Polo Gonzalez, manager of e-marketing and distribution for Royal Caribbean Cruise Ltd., she describes how she and her team brought the onboard experience online. -
Staples
Customers Help Bring a Customer Experience Promise to Life
by Patricia SeyboldStaples, the office supplies retailer, has outpaced its competition by deeply understanding what its target customers—small business office supplies buyers—really care about. -
What's on the Minds of Lead Customer-Centric Executives in 2006?
Patty’s Visionaries Share Their Visions, Their Realities, and What’s Working for Them
by Patricia SeyboldPatty Seybold’s visionary customer-centric executives are engaging with customers in new ways to co-design better offerings and experiences. -
Zopa Case Study: How Zopa Is Creating a New Financial Services Exchange
Peer-to-Peer Lending and Borrowing for “Freeformers”
by Patricia SeyboldHere’s a description of what the Zopa team did to meet their target audiences’ key scenarios and to design their business once they clearly understood those scenarios.
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