Business Growth

Data driven marketing: 5 common CRM management mistakes

Unfortunately there is a lot of poor CRM management practices and many stem from basic mistakes being made in the planning and execution of contact strategies, data management and marketing automation. In this post we review the five most common mistakes you can avoid in any data-driven marketing plus we share our best practices so …

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10 Steps for building a brilliant contact strategy

A contact strategy is an integral part of all customer marketing as it defines and controls how you communicate with your customers as well as allowing you to continually optimise and tune. Unfortunately there aren’t really any shortcuts and 10 facets are needed to build an effective strategy. Trying to shortcut your approach is likely to disappoint your …

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What’s a contact strategy and why do you need one

A contact strategy should be a core part of your marketing planning process – it’s where you build and specify your plan for delivering personally relevant communications to your customers, set the measures of success and harness your data source and resources to make it a reality. It’s critical to get it right but it doesn’t have …

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What are moment of truth & how do you identify them?

Customer journey mapping should be driven by the needs and expectations of your customers rather than by internal processes and silos. But the process of mapping a customer journey across an entire lifecycle can be daunting and sometimes too big to tackle. Identifying Moments of Truth allows marketers to simplify the process: to identify the points of greatest …

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Marketing metrics jargon buster

Jargon buster and the complete guide to 14 marketing metrics Data-driven marketing is awash with jargon – acronyms and terms are banded about without a common understanding of exactly how they were calculated and what they really mean. The danger is that, while the intent of the metric is understood, the specifics aren’t and this can …

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Build an effective customer profile with the 4 pillars of segmentation

Who should you target with your marketing? It’s a pretty fundamental question and one that will directly affect the ROI you deliver and the success of your marketing objectives. There are many ways that you can answer this question but many will be highly tactical and ensure that your marketing activities operate in splendid isolation. Instead consider the 4 …

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8 ways to build a contact strategy that optimises your customer journey

A contact strategy is a core component of any customer marketing programme – it’s where you design, build and govern how you will deliver personally relevant communications to your customers across the customer journey. With lots of communication channels, customer segments and ever-changing, more complicated customer journeys, it can be a daunting strategy to develop. Follow these 8 steps to …

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