Sales & Marketing

Business Case Development: 8 pitfalls to avoid

Business cases are an integral part of getting a sales & marketing programme signed-off (or any large project for that matter). Particularly now that we are in the middle of a pandemic and economic recession, with budgets culled and an ever greater expectation that all business investments must be accountable and return a profit. Here we …

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Just do it: turn marketing objectives into business results like Nike

NIKE is a brand that we have admired for some time: a business engineered around consumers that leverages rather than resists change to deliver remarkable customer experiences. NIKE has a stated goal that its marketing will deliver incremental sales of $10 billion in the period 2014-2017. Definitely a substantial marketing objective and one that we …

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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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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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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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