Keen readers of this blog may have seen our recent interview with Game’s insight and reward director Fred Prego on the company’s multichannel strategy.
And earlier today at our JUMP event Prego expanded on Game’s CRM strategy, including case studies on how his team uses personalised messages to drive sales.
Prego began with some quick stats to dispel the myth that the company is bankrupt, stating that the business has 320 stores and 30% market share.
Furthermore it attracted 20m customers online and in-store in the past 12 months and has had 750,000 app downloads.
However following its brief stint in administration last year, Game has re-emerged with a new focus on its customers and now aims to build the UK’s most valuable community of gamers.
If you attend any sales or B2B conference then it’s difficult to avoid hearing someone mention ‘the rules of engagement’.
But, David Klanac of Pardot argues, it is actually a very relevant phrase. It’s the nature of the marketer’s job to follow the changes wrought by proliferation of media.
David was talking at FUNNEL, part of the Festival of Marketing, and gave his seven tips for lead nurturing.
The first step for Pardot was to actually ask the B2B consumer "what steps do you take to research and purchase a solution?"
This question is important because the tactics for buying have changed. When Google started in 1998, only 26 million web pages were indexed, ten years later in 2008 this figure stood at one trillion. With all that content it’s hard to get found. Nevertheless, consumers try, searching two or three times on Google before considering the purchase cycle.
So, what are David's seven tips for nurturing leads?
Consumers use their mobile devices to comparison shop, get directions to a business, or make reservations at their favorite restaurant. But often the communication from brands stops there.
Businesses of all kinds should be better engaging via mobile with their customers. After all, engaged customers are your most valuable asset: optimising engagement can help you outperform the competition.
In this post I’ll be looking at the growing importance of self-service. I'll look at some brands that do it well, and some that don't, and offer advice as to what self-service entails.
Research recently carried out by Zendesk indicates that over 50% of customers want self-service and 67% prefer self-service to speaking to someone.
Combine this with the fact that self-service is cheaper than web chat, which itself is significantly cheaper than a running a call centre, and it's definitely a trend we'll see continue online.
Though more than nine out of ten marketers agree that personalisation is critical to their success, almost half of companies lack the necessary technology to properly implement website personalisation.
The findings come from the new Econsultancy/Monetate Realities of Personalisation Report, which found that 47% of companies cite IT roadblocks as a major barrier to adopting or improving website personalisation.
A similar number of respondents (46%) pointed to legacy technology, while 44% cited lack of budget.
In contrast, among respondents from marketing agencies lack of knowledge (54%) and inability to translate data into action (51%) took the first two spots.
Lack of budget and lack of staff are the third and fourth most cited barriers for both companies and agencies surveyed, highlighting the importance of prioritising resources that are often scarce.
Universal Analytics is the next iteration of Google Analytics, and last month it launched into public beta.
Universal Analytics is a completely new version of the Analytics tracking code, and it’s also a completely new way of looking at how we track and analyse our users.
In short, it’s going to change everything.
CRM strategist and consultant Andrew Campbell is the author of our recently published Customer Relationship Management in the Social Age Best Practice Guide.
Here, he answers some questions about social CRM and other topics covered in the guide.
Just over two-thirds (71%) of businesses are planning to increase their spend on digital marketing technology this year, down marginally from 74% in 2012.
In comparison, just 3% of companies plan to decrease the amount spent on digital technology.
The findings come from the new Econsultancy/Responsys Marketing Budgets 2013 Report, which looks in detail at how companies are allocating their online and offline marketing budgets in 2013.
More than 800 companies, mainly from the UK, participated in this research, which took the form of an online survey between December 2012 and January 2013.
I think it was five years ago that someone first asked me what the use of mobile was within B2B Marketing. Then I struggled to think of anything worth reporting.
In those dark days before the iPhone transformed our lives, there was little purpose in using SMS or primitive applications within businesses.
However, the tide has turned and now mobile presents a huge number of opportunities for B2B marketers, and as with consumer marketing, those who do not get on board run the risk of falling behind more nimble competitors.
So why is mobile so important?
Online Marketers spend huge sums on paid-for media, much of it driving orders from existing customers who also reside on the organisations email list.
There are enormous gains to be made by from investing in CRM via email for the long term.