Tips & Trends

For most organizations, the biggest barrier to delivering a more relevant customer experience is not technology, not business process, but content. Having finally tackled the learning curve of content management, mastered the art of user segmentation, and aligned those segments across media channels, marketers have never been in a better position to improve user engagement with targeted content.

Acquiring new customers can cost five times as much as retaining existing customers. But that doesn't mean that getting repeat B2B business is easy. Eric Fraterman is a customer-focus "transformist" who has B2B customer service consulting experience in more than 20 industries and six countries over 25 years. He told ZoomInsights that one of the keys is proactively staying in tune with your customers.

Customer Churn

On May 2, 2012, Return Path released an infographic on mobile email viewership.The infographic is full of interesting stats so I thought we'd talk about what they mean for your email program. It's clear that mobile email viewing is skyrocketing. Remember the saying "You only get one chance to make a first impression?" Well, that is the case with email on mobile. Eighty-eight percent of people check their email on a mobile phone daily. Wow. But, 63 percent of Americans and 41 percent of Europeans would either close or delete an email not optimized for mobile. And of all mobile openers, only 2 percent would open an email on both their phone and on a desktop. That's a scary stat for anyone sending out email that doesn't look good or work well on mobile.If your email is not optimized for mobile viewing, you are likely missing your chance to connect with and convert your subscribers and your segment of non-responders will start to grow.

Content marketing is "the practice of developing awareness, recall, purchases and loyalty through the use of content published online or offline."

It goes by many names: thought leadership, social media, email marketing, whitepapers, press releases, etc.

Through the mass adoption of smart phones, tablets, data plans and ubiquitous high-speed internet plans, the market has made it clear that it wants content. Not spam, but value-adding, quality content.

With B2B buyers spending more time researching online before making a purchase decision or issuing a request for proposal (RFP), it's critical to take steps toward marketing automation. Many things go into bringing marketing automation into your organization and, unfortunately, it's not as easy as just picking the right technology partner.

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