Customer Retention & Loyalty vs. Acquisition Strategies

Why the Focus on Customer Acquisition Has Left CMOs — and Customers — Unsatisfied Marketers could learn a lesson from eHarmony when it comes to (customer) relationships: new relationships are important, but what really matters is lasting relationships. New research by The CMO Club, in partnership with Signal, drives this point home. The survey, “Why …

CMOs Ignore their Most Valuable Asset – and 3 the Ways to Address It

As a B2C marketer, what would you say is your brand’s most valuable asset? Patented IP? Your beautifully designed and perfectly located physical facilities? Well-trained and highly-motivated employees? How about your customer relationships? Customer relationships can be a brand’s most valuable asset, yet often remain a neglected and underutilized asset. Ecommerce statistics prove the value …

5 Reasons Your Identity Solution Must Move As Fast As Your Customers

The phrase “a seamless, highly-engaging customer experience” is both a dream and a nightmare for today’s B2C marketers. It’s a dream because highly engaged, loyal customers are the high-octane fuel needed to power brand growth. In fact, fully engaged customers are, on average, 52% more valuable than those who are just highly satisfied. To achieve …

3 Ways to Ignite the Spark of Emotional Engagement in Your Customers

Do you want your customers to feel emotionally engaged with your brand? Of course you do. Neuroscientists have proven, through fMRI brain-imaging studies, that emotions have a very strong impact on brand choice. Whether you’re in retail, travel, automotive or some other consumer-facing industry, emotional engagement also plays a critical role in customer retention. But …

Customer-Obsessed CMOs Rise To the Top of the Enterprise

No one is closer to a customer’s path to purchase than the data-driven CMO. And that, in turn, has set the chief marketer on the path to the CEO’s office. It would be hard to find an industry that has not felt the disruption of digital. Consumers and business customers alike expect more immediate, relevant …

Three Things Marketers Can Learn From the 2016 Election

If there is one key take-away for marketers from this year’s big Election Day Surprise, it’s this: It’s about the data, stupid. As Americans stood in line to cast their votes on Tuesday, pollsters, data scientists, and journalists around the country were betting on a Hillary Clinton win – because state and national polls indicated …

Why Thanksgiving Is the Perfect Time to Drive Travelers Back for Seconds

Thanksgiving is just around the corner. Which means so, too, is one of the busiest travel periods of the year. While AAA hasn’t yet released its annual Thanksgiving travel forecast for 2016, last year nearly 42 million Americans hit the road and over 3.6 million took flight as they journeyed 50 miles or more away …

How to Master Your Marketing Technology Mix

In today’s consumer-driven, always-on world, marketing and technology go together like peanut butter and jelly. Mastering the modern “technology stack,” however, is anything but child’s play. Not only does technology enable marketers to reach and engage connected audiences, it provides a strategic toolset for understanding customers, providing great user experiences, and driving revenue and ROI. …