For managers and marketers alike, the power to calculate what customers might be worth is alluring. That’s what makes customer lifetime value (CLV) so popular in so many industries. CLV brings both quantitative rigor and long-term perspective to customer acquisition and relationships. For all its impressive strengths, however, CLV suffers from a crippling flaw that blurs its declared focus.
Stanford professor Glenn R. Carroll discusses his decades of research into the origins, advantages, perils, and future of “authentic” branding.
Brad Feld discusses a very simple operant conditioning loop framework for increasing conversion which uses a binary measurement for each new user – they are either healthy or unhealthy.
Editor’s Note: This is a short read that more or less echoes the ideas found in a detailed article by Myk Pono.
This guide attempts to describe how companies design lead nurturing campaigns and how lead scoring can help prioritize leads and improve conversions, as well as how lead nurturing strategy affects the creation of drip email campaigns. The primary goal of this article is to help you design or improve your current lead nurturing strategy. But the ultimate goal is to provide marketers and founders with … [ Read more ]
The article introduces you to the Sean Ellis Test for assessing Product Market Fit. Further, the article explores the benefits and limitations of the Sean Ellis test, and finally discusses in detail how to properly apply the test for a positive outcome in your business.
If you’re looking for a competitive edge, a way to establish your authority, a way to get more followers, one of the best, proven paths to online success is content curation. It’s both as simple and as difficult as finding great content and sharing it with your audience. The difficult part is that there is a lot that goes into a world class content curation … [ Read more ]
Since leaving YouTube in 2009, Julie Supan has become one of the most sought-after branding experts in Silicon Valley, helping companies like Dropbox, Airbnb and Thumbtack craft their positioning prior to launch. Her first step? Identifying their target user—the high-expectation customer. In this exclusive interview, she explains who that is, how to find them, and why every startup needs to ditch generic platitudes and start … [ Read more ]
While every product team I’ve worked with leverages customer feedback to inform product decisions in some way, most fall short of designing their customer feedback loop to maximize the benefits to the product team of gathering, recording, and synthesizing feedback. They also often treat customer feedback as a point-in-time activity as opposed to a far more helpful continuous process. I wanted to share some of … [ Read more ]
Follow-up emails sent exactly one hour after customers abandon online shopping carts/booking forms have the highest conversion rates, according to recent research from SaleCycle. The report was based on data from an analysis of cart-abandonment email campaigns sent by 500 major retail/e-commerce brands. Check out the infographic for more insights from the research.
Bottom Line: When it comes to consumer goods, infrequent purchasers, not faithful customers, seem to drive market-share growth.
A marketing plan is part of a company’s business plan. It is composed of a comprehensive roadmap of a business’s marketing and advertising efforts. For a particular timeframe, it describes the company’s activities in achieving particular marketing objectives. Although a marketing plan can have a formal format, it can be used formally or informally, making it flexible. If done right, your marketing plan can act … [ Read more ]
Breakthroughs may be worth pursuing, but most companies benefit more from incremental innovation efforts that add new forms of consumer value to their present products and services. The trick is to determine what elements to add in order to boost the perceived value of your offering. You don’t want to expend resources adding features that consumers don’t care about. While what constitutes “value” can be … [ Read more ]
The first step in building an effective sales strategy creating a persuasive, bulletproof narrative that will grab people’s attention, get them to question existing solutions, and ultimately convince them that not using your product is costing them big. A sales narrative is not to be confused with a sales pitch. Rather, it’s the core story that can be adapted for slide decks and presentations, demos … [ Read more ]
Sounds like clickbait, right? A “listicle”, questionable facts loosely stitched together only to get you to visit. But what this really is is ten solid, if I say so myself, marketing tips based on almost a decade of technology marketing.
I wrote them down because each of them has proven valuable in conversations with people that are marketing startups in one way or another. Here they … [ Read more ]
Once you’ve pulled the trigger and hired salespeople you like, your entire focus needs to be on getting them up to speed as fast as you can. Here are actions all B2B startups can take to build not only the most talented sales team, but the best-prepared sales battery possible.
Pete Kazanjy discusses a recruiting strategy for bringing aboard energized, motivated salespeople who produced, including the mistakes he made and has seen other organizations make, and — most importantly — how to find and close the candidates that will make or break your ability to sell your product.
One of the first rules in making your business successful is to know your target audience or, to be more specific, who your customers are. Therefore, it is imperative that businesses should look closer at their customers: who they are, what they want, what motivates them, what drives their decisions… basically, businesses should have a clear idea what makes their customers tick.
When we speak of … [ Read more ]
This article takes a deep dive into one of the most critical things in engaging and acquiring your first customers: Creating presentations that actually work.
Struggling to keep up with rapidly evolving consumer behavior? Digital marketing operations can bridge the divide between what customers expect and what they get.
Thales Teixeira studies three of the most successful “platform” startups to understand the chicken-and-egg challenge of how companies can attract their first customers.