Mark Price

Fight Corporate ADD with Rapid-fire Customer Analytics

Do you feel like you can't get anything completed before the next "corporate priority" derails the effort?  If so, you are a victim of "corporate ADD" -- the tendency of senior management to change priorities based on personal experience, something they read or in...

What can Database Marketers learn from Content Marketing World?

This week, I am attending my third annual Content Marketing World conference, in sunny Cleveland, Ohio. The more time I spend around world-class content marketers, the more I am convinced that every database marketer is in the content business, whether they want to...

Want to Raise Prices? Customer Segmentation Provides an Answer

In an article in the Wall St. Journal entitled, "How Companies Can Get Smart About Raising Prices", Professors Paul Farris and Kusum Ailawadi suggest that many companies will be forced to raise their prices in the coming years, since cost of goods and transportation...

Customer Segmentation: Using Behaviors to drive Data-driven Marketing

The saying "actions speak louder than words" has never been more true than when it comes to segmentation. In trying to understand customers, both words and actions haved a role; when it comes to driving revenue, it is all about the actions. Are you...

Customer Segmentation: So much analysis, so few results

I was speaking with a client yesterday at breakfast about the customer segmentation initiative in his organization. The analysis was proceeding smoothly. There was significant momentum for that initiative both in the "rank and file" and in senior management as well. Everyone...

Are marketers responsible for the Last Mile of customer experience?

The Last Mile is a term used by cable TV and telecommunication companies to describe the section of the network that actually reaches the customer. You see, the main cable lines can be used by many customers, and are usually the first ones...

Focus is the key to avoid drowning in Big Data

Last week, I met with a company that had the most complete data that I have ever seen. From web traffic to email/direct mail to transactions and so on, this company had invested in their data infrastructure as a key asset. But...

Customer Analysis: Overcoming the Imperfect Data Trap

Have you ever felt like you had all the facts to make a decision? If you are like me -- never. Whether for a new smartphone, a new car, someone to prune your trees -- there is always more information available on...

Sales Alignment – An Essential Link to Build Marketing Credibility

Valuable growth comes when you engage with people who do not think like you and are governed by a different set of assumptions that you are. For marketers, those people are often the people who actually sell the things you market -- namely Sales. Sales...

Are you standardizing yourself out of business?

Question: When does standardizing your services have the potential to actually hurt your business? Answer: When those standardized products no longer meet the needs of your best customers. Recently, one of my favorite companies decided to standardize their programs. As a result, I am now...

Beating the Fallacy of “Cheap” Marketing

Your CEO just rejected another proposal that could increase revenue on the grounds that the marketing investment was too much. What are you to do? I was speaking with a prospective client the other day, and he shared stories of how marketing spending was...

Measuring The Impact of Your Content: An Interview with Jay Baer

Why are marketers and PR executives resistant to aggressively measuring their content? What can be done to add accountability to content marketing? Jay Baer is a thought-leader in content-based marketing and social media. He leads a company called Convince and Convert that does...

Content Marketing and Measurement: Interview with Kevin Cain from Openview Partners

How do you get buy-in on content-based marketing and social media? How do you measure those efforts and ascibe real business value? Last week, I interviewed Kevin Cain, Director of Content Strategy at Openview Partners, the leading venture capital firm in content-based marketing....

Content Drives Conversions

Last week, I was at Content Marketing World in Columbus, Ohio, learning about how content-based marketing can make a huge difference for businesses large and small, business to business and business to consumer. Content-based marketing refers to using valuable information to engage customers...

Tennis and the Art of Effective Marketing

I have been playing tennis for more than 30 years, and I must confess that I still don't have a single "killer shot." Whether my forehand, backhand, volley or serve, each shot is solid, but none have the ability to end a point...

Health Insurance Joins the Ranks of Consumer Marketers

I recently spoke with a good friend who is a health insurance marketer. While he and his team have had great success growing enrollment (using multi-channel prospecting, lead scoring and distributing leads to the most effective brokers for follow-up), he's worried about the future. As...

Corporate ADD and the Failure of Pilot Programs

Over the past 2 weeks, I have found myself in several conversations with clients who are piloting new data–driven marketing programs. After each conversation I was more worried than ever. The customer data driven insights were strong The personalized marketing program were strong Management buy-in…

When is your customer not your own?

Q: When is your customer not your own? A: When that customer also is your dealer's customer. Manufacturers have been struggling for years to find ways to build relationships with customers who purchase their products. The challenge is always that those customers do not purchase…

Have you missed the change in your prospect’s decision process?

With the growing influence of the web on purchase decisions, particularly for high–risk or complex business–to–business sales, the traditional way of thinking about the purchase process no longer applies. Begin with one key fact: 74% of purchasers conduct research on the internet before they even...

How much more are your customers willing to pay for great customer service?

In a recent American Express survey, close to 70% of respondents said they would pay an average of 13% more for excellent customer service. That result is a significant increase from last year, as customers become more frustrated by customer service from the companies...

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