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How maurices Increased ROI by the Strategic Use of Omni-channel Marketing

May 27th, 2016

“The real challenge is that the path to purchase isn’t just a single step anymore,” said Ali Wing, Chief Marketing Officer, maurices.

The clothing retailer has addressed this in two ways, Ali said.

  • Putting in place attributions in order to organize which channels receive credit
  • Transitioning analysis of those attributions from a transactional approach to that which includes well-rounded customer data

“We’re attaching customer data so we get a long-term value in understanding the customer we’ve acquired, versus the transaction we just acquired,” said Eric Bibelnieks, Vice President of Enterprise Analytics, maurices.

 

Many marketers struggle in a transition of this nature with understanding which data points are important when it comes to understanding your customers, and Ali has a specific approach that helps her and her team.

“I don’t care as much about absolute precision in any one of the channels. I care about a criterion that I consistently apply and then watch for patterns, because patterns tell us more than the nominal amounts in any one of the channels right now,” she said.

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Categories: B2B Marketing Tags: , , ,

How to Build a Brand that Customers Passionately Love

May 6th, 2016

Every Friday leading up to June 7, when IRCE begins in Chicago, MarketingSherpa will be diving into the lessons learned from last year’s Media Center interviews with speakers and attendees, such as Eoin Comerford, CEO, Moosejaw. He and I spoke last year about taking risks in campaigns in order to reap the rewards of customer loyalty.

 

“What it comes down to is, do you want a brand that people will care about? If you try to be all things to all people, you’re really nothing to nobody,” he said.

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How NakedWines.com Used Email to Maximize Lifetime Value

April 15th, 2016

How do you turn a name on a list into a loyal and engaged subscriber?

Ecommerce site NakedWines.com has accomplished this by establishing a community of customers and “Angel” members. These customers fund independent wine makers in return for access to hand-crafted wine at a lower cost.

At the MarketingSherpa Summit 2016 Media Center, Julia Fox, Marketing Manager, NakedWines.com, spoke about how her team wanted to maximize member lifetime value during the early phases of the customer journey.

 

“Since we’re all ecommerce, email is obviously a huge part of our success,” Julia said, adding that most of the company’s revenue comes from these “Angel” members, which means nurturing new customers into Angels through this channel is especially important.

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How One Small Template Change Led to Greater Customer-centric Content for WeddingWire

April 1st, 2016

Most email marketers know they’re supposed to throw the social sharing buttons into their email templates.

… or do you?

“When we first started doing that, that made sense and that was the best practice when social media first came around. But we never looked back at it and did a reality check to see if that still made sense,” said Bart Thornburg, Senior Manager of Email Marketing, WeddingWire.

In his MarketingSherpa Summit 2016 Media Center interview, Bart talked about how WeddingWire checked that portion of the template to see if it was really a best practice for them.

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First Impressions: How to earn your place in customers’ inboxes

March 18th, 2016

I have two personal email accounts.

The first I nigh abandoned when about five years ago in college it became so inundated with spam that I panicked and started over. The experience was essentially the electronic mail version of Fastball’s 90’s hit “The Way.” I just took off and left it all behind me.

It seems silly that email could cause so much anxiety that I would call it quits and get the heck outta Dodge — meaning that I even switched email platforms.

Now that I’m a full-grown adult of 26, I know that when I have an overwhelming amount of unwanted dirty laundry piling up, I don’t just set the basket on fire so I can start my wardrobe over. I roll up my sleeves and get to work.

I apply the same principles to unwanted emails. And with services like unroll.me, it’s easier than ever to clear out the clutter. Emails fight it out for survival like it’s the digital Hunger Games.

My situation is not unique. It’s not even uncommon. As a Millennial, it pains me to admit that I am not special.

As a marketer, it makes me curious: how can emails earn their place in my inbox?

 

Tactic #1. Make a good first impression

Just like with in-person interactions, a first impression is everything.

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Charles Duhigg on How You Can Use Habit to Influence Customer Behavior

March 8th, 2016

“Although we think of ourselves as people who can make decisions, and in control of our own lives, 40 to 45 percent of what we do every day is a habit. It’s something that happens almost subconsciously,” Charles Duhigg, best-selling author, The Power of Habit, said in the Media Center at MarketingSherpa Summit 2016


Right now, he added, we are going through a golden age of understanding the neurology of habit formation.

“Which is great, if you’re … a marketer who wants to influence what people are doing with their time or their money,” he said.

A central insight of this, is that every habit has three components that it is made up of.

  • Cue: A trigger for an automatic behavior to start
  • Routine: The behavior itself, what we usually think of as habits
  • Reward: The gratification from performing the habit.

“What we’ve learned is that these cues and these rewards are really the important parts of what influences how people behave,” he said. “If we figure out how to diagnose these cues and rewards, we can change how people behave.”

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Buying Versus Building Technology: Which is right for you?

February 12th, 2016

“I think the most important thing is that companies are realistic about what their expectations are for a technology investment, and realistic about their own capabilities,” Preston Wily, President, Sewell Corp, said.


In this interview, Preston speaks about his MarketingSherpa Email Summit 2015 panel presentation, which was about “what we didn’t do right” when making an investment in their email marketing program.

Preston recommended that when making technology selections, marketers ask themselves:

  • Define what your goals are from the program
  • Make those goals crystal clear to your team
  • Ensure those goals are also clear to any potential providers

If a marketer does end up in a situation similar to the one Preston and his team were facing, having made the wrong choice in technology, he advised that “they should be realistic about the situation, where they’re at and what they did wrong.”

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How to Engage in the B2B Sphere With Nostalgia

January 15th, 2016

Having lighthearted fun with your customers is probably the most effective way to engage them with your services. Especially when you want to stand out in the B2B sphere.

At data protection company Intronis, a multi-channel campaign was launched around a dimensional mailer with an initial incentive of an Atari game console replicator.

Intronis sells to a very specific type of customer, IT service providers, who is “very busy, they have a lot going on. They have to run their business, they have to help their customers with their problems. So we were looking for a way that we could break through that noise,” Aaron Dun, CMO, Intronis, said.

Aaron’s team discovered that with their targets, traditional tactics like phone calls and email weren’t really getting through. After a challenge by their CEO to do a direct mail piece, they began thinking about what would resonate with customers.

“Our target audience … are, generally speaking, men between the ages of 30 and 50. So with that is insight. We started thinking around, ok what kind of thing can we send to them, that will really get them to engage with us and think about Intronis in a different way,” Aaron said.

 

The team, lead by Richard Delahaye, Director of Marketing, Intronis, began looking into what Intronis could send out that would be distinguishing.

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2015 Year in Review: The most popular posts in content, mobile and visual marketing

January 5th, 2016

No proper New Year’s can be complete without first reflecting on the past year.

Where have we been? What have we accomplished?

By asking these questions, we can move forward with a clearer vision of the year to come, and what we hope to accomplish.

MarketingSherpa is here to help with that reflection with our best content (as determined by you) from this year. As we enter into a new year of marketing efforts, challenges and trends, let’s first take a moment to review the most popular posts of 2015.

 

1. Content Marketing 101: Tips on content strategy

As one of the most valuable marketing channels, content creation is a constant journey for marketers. This post, the most popular of the year, covers the important basics of content marketing for those who are new to the endeavor, and a review for veterans.

This post covers thought leadership and brand awareness in your content, as well as multiple resources at your disposal.

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Fuji Xerox Launches New B2B Product With a Fashion Show

December 29th, 2015

“I think the industry … Fuji Xerox is [in is] a very competitive one,” Steven Caunce, Corporate Affairs Manager, Fuji Xerox, said.

Aside from the competitive B2B space, “selling print devices to large organizations, it’s not a particularly sexy business to be in, so we’re always looking for different ways to try to engage and motivate our customers.”

A prime opportunity to engage customers in this manner is when launching a new product, he said. It’s especially important since the industry is so competitive.

To generate excitement for the Versant 2100 printer, the team at Fuji Xerox created a fashion show featuring a fictional designer, complete with direct mail “lookbooks.”

The creative event campaign Steven and his team came up with generated new sales, inspired the brand’s sales team and accounted for 34% of the Asia-Pacific sales total.

 

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