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Lead Scoring

Making Mobile Part of Your Lead Gen Strategy

The need to make mobile media part of your lead generation strategy today is obvious. What isn’t so obvious is how to integrate mobile in a way that will effectively engage consumers and not run afo

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Dec. 12 2011




Tips for Using Your Database to Drive Revenue

Direct marketers usually aren’t very creative about how they take advantage of their marketing databases. Sure, modern marketing databases are used to make general decisions about whom to promote. Typically this is done with rules-based logic such as recency, frequency, monetary value (RFM) cells or—even better—with statistics-based predictive models. However, this is just scratching the surface of what a modern marketing database can do.

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Nov. 11 2011




Five Things B2B Marketers Need to do Before Going Social 1

Here’s a reality check for business-to-business firms engaging in social media: Content isn’t king, at least as far as tweets and posts to other forums are concerned. Greg Ott of Demandbase offers five prerequisites B-to-B marketers must have in place to maximize the return of their social media endeavors.

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Nov. 11 2011




New Database Helps Las Vegas Sands Focus on Profitability 1

The Las Vegas Sands Corp.’s new data system places a stronger focus on the full spectrum of visitors’ activity, and therefore their total profitability.

Traditionally, casino patrons are ranked and marketed to based on what they spend, either during a single trip or in aggregate. But this doesn’t allow for subtleties such as their rate of play, how the value of comped rooms mitigates their worth to the property, or other activities which might change how they are valued.

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Oct. 24 2011




Hearst, Experian Team Up To Model And Score Commitment

When a marketer delivers goods in advance of payment, as in a “bill me” situation, there is a greater possibility of a lack of commitment on the prospect’s part. And that can result in higher levels of non-paying customers. Unfortunately for magazine publishers, bill me options for subscription requests are fairly standard.

For Hearst Magazines, the challenge was establishing a web-based system that evaluates subscription requestors on the fly, allowing good prospects to sail through the subscription process easily while providing just enough of a barrier for online prospects who are riskier.

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Oct. 01 2011




Texas Instruments Aims B-to-B Marketing at its Target Audience: Product Designers 5

When your business is selling integrated circuits and microchips to be used in electronic products, you want to build and foster relationships that bring you closer to your end-user. TI defines that customer as the design engineer

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Sep. 30 2011




Multichannel Attribution Helps Determine Which Mediums Influence Sales

Attributing a sale to the last customer touch can result in skewed channel effectiveness calculations. Paradysz’s Rob Stagno offers thoughts on the complexity of multichannel attribution.

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Sep. 08 2011




Lead Flow Planning: How Many Leads Are Really Enough For Your Sales Team?

When it comes to leads, it’s tempting to think that more is better. But the truth is, enough is

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Aug. 15 2011




When Does Reactivation Modeling Make Sense?

The ability to ask the right questions is a critical factor for effective analytical work. This is the key point I made in a recent article, “Asking the Right Questions in Data Analysis” http://chiefmarketer.com/direct/non-print/data-listtalk-0415bnv9.html. I also noted that asking the right questions typically does not require an advanced degree in statistics.

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Aug. 02 2011




Lead Gen Best Practices: Bridging the Sales/Marketing Gap

While sales and marketing are ultimately marching toward the same goal—driving leads and closing more deals—there has long been a disconnect between these two functions. Sales teams often follow up with leads based on little insight into how that prospect became a lead, or what specific area of interest the prospect has.

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Jul. 19 2011




Transform Your Customer Database Into a Goldmine 1

From the classical Greco-Roman world through the later parts of the medieval periods, there have always been humans who practiced alchemy, the quest to turn ordinary base metals into gold. As it became clear that such a process was for all intents and purposes impossible, the practice faded from the scene. However, the perception that something of limited value can be repurposed in such a way that it can exponentially increase its value remains alive and well. In this instance, call it alchemy in the form of the customer database.

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