Business Strategy

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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Connect Your Data & Marketing Objectives To Deliver Great Customer Experience

A contact strategy should be a core part of your business growth strategy and marketing 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 and resources to make it a reality. It’s critical to get right but …

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5 Steps to choose the right CRM solutions

Marketing and CRM technology has boomed in recent years. As Scott Brinker’s supergraphic illustrates, in 2017 alone there were 131 separate CRM solutions available to marketers.  And it’s going to continue to grow with advances in platforms, chatbots and AI amongst others. You can’t afford to ignore the opportunities and threats that technology brings to your business but it can …

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SWOT analysis for performance measurement initiatives

Today we look at the first step in our Performance Measurement Toolkit, a framework created by the team at Conduit to help clients successfully bridge the communication gap between marketers and IT teams when developing strategic Information Systems and Business Intelligence (BI) solutions. Performance Measurement Toolkit The SWOT Analysis Each and every CRM project starts by establishing a scope …

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How much do CRM solutions really cost?

As with martech generally, software-as-a-service has become the de facto business model for most CRM vendors. Yet despite seemingly clear pricing the true costs of your future investment can remain very opaque.     It is imperative for sales and marketing teams to consider the total cost of ownership of a CRM solution so in …

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