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Gianfagna Strategic Marketing / Blog  / CRM (Page 4)

7 Things Every Marketer Should Know About Their Best Customers

Are you hard at work on next year’s marketing strategy? If so, there’s a critical first step you should take for a more effective marketing plan: A thorough assessment of your best customers. If your company is like most, you have a core group of customers that drive a large percentage of your sales. Here are seven things you should know about your best customers in order to develop a smart marketing strategy. ...

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How Bad Direct Mail Can Sink a Customer Win-Back Strategy

Verizon says they want me back. But based on the direct mail package they just sent me, I don’t think they mean it. Reactivating lapsed customers is an important marketing strategy for every business. It’s easier to reengage a former customer than create a new one. If you’re using direct marketing to win former customers back, however, you’d better do it right. Here’s how a major marketer blew a customer win-back opportunity with poor direct mail, and five lessons for more effective win-back direct marketing. ...

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B2B Sales Communication: 5 Tips for 1-to-1 Success

Call it contact management, lead follow-up, or just good salesmanship: One-to-one communication from sales representatives to prospects is vital to a smart business-to-business marketing strategy. But how do you do it well? Here are five tips for creating a one-to-one sales communication plan that engages prospects in a dynamic sales dialogue with your company and converts leads to sales. ...

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How a Sloppy List Can Sabotage Your Email Marketing

Savvy direct marketers know that the list is the most important factor in the success of a direct marketing campaign. That’s why so much time and effort goes into keeping mailing list data current and complete. But too many direct marketers fail to pay this same kind of attention to the cleanliness of their email lists. Case in point: The Wall Street Journal. Here's how a major marketer's poor email list hygiene ruined their promotion, and five lessons you can apply to a smart marketing strategy....

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Turn Leads into Sales with a Smart Marketing Strategy

The phones are ringing, web traffic is up, and the sales manager is telling everyone you’re a marketing genius. Your business-to-business lead generation campaign is a success! But before you break out the bubbly, remember that getting prospects to express interest in a product or service can be the easy part of business-to-business marketing. Converting those leads to sales is often a lengthy and complex process. Here's how to build a smart marketing strategy that engages B-to-B prospects and gets them to say "yes." ...

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An E-Z Lesson in Creating Customer Loyalty from E-Z Pass

EZ Pass, the electronic toll collection system, finally has come to the Ohio Turnpike. Since I often drive the turnpike from Cleveland to Toledo, I was eager for EZ Pass to arrive in Ohio, and it was worth the wait. Every time I zip past those poor folks paying tolls with paper tickets and fumbling in their pockets for cash, I feel great about the time I’m saving. E-Z Pass has added huge value to my busy life, and therein lies a lesson for marketers about creating the type of customer...

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When Bad Marketing Happens to Good Customers

Loyal customers are a marketer’s best source of new sales and referrals. That’s why smart marketers treat their best customers like gold, and why earning customer loyalty is the goal of every smart marketing strategy. Except at Toyota. Their recent direct mail campaign to a loyal Toyota customer broke many of the rules of effective direct marketing and harmed a 25-year customer relationship. Here's why this campaign failed and what Toyota should have done instead. ...

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