Do you understand the value of long-term customer relationship?

If you think the primary performance driver of your business is ROI, then what about the returns you get from customers not only today, but throughout your customer’s lifetime?

Identifying high value customers plays a big hand in retaining customers that count! 

By calculating customer value, you will be able to analyze previous investments and gain a better understanding on future marketing investments.  

As customer retention is far better and cost effective than acquisition, customer value should precede customer acquisition. To create customer value, you need to constantly reinvent, refine and evolve customer experience and service.

By understanding your customers’ lifetime value:

• You can get to know what customers want,

• You can get better at giving customers what they want,

• Customers will get better at staying with you.

It is possible to create your own generation of high value customers by constantly surpassing your customers’ expectations through value.  As visionary Steve Jobs beautifully stated, “If I’d asked customers what they wanted, they would have told me, ‘A faster horse!’” People don’t know what they want until you show it to them. That’s why I never rely on market research. Our task is to read things that are not yet on the page.”

Customer value is more than knowing the lifetime period; it is about providing an everlasting experience. Don’t Just “Do The Math”, Understand Customer Lifetime Value

CIOs and CMOs are Out…B2B Tech Buyers are the IT Decision Makers Today!

Why would you want to impress a CIO, CFO or CMO, when B2B Tech Buyers are the ones actually making the decision?

Let’s begin with, ‘Who are B2B Tech Buyers’?

They are IT decision makers who decide whether solutions, software and products purchased are in lines with the technical requirements of the company.

• For accounting software purchases they would typically be a financial officer or controller.
• For technology purchases they would typically be an IT professional.
• For sales relationship management software purchases they typically are sales managers.

While they need not necessarily be in charge of sanctioning finances, they are definitely the ones integral in influencing and selecting IT solutions. A deeper understanding into the mind of the B2B Tech Buyer is possible through the following stats.

It no longer is about influencing CFOs, CIOs and CMOs. Whether you like it or not, 89% of B2B Tech Buyers play a strategic and definitive part in the decision making process of the final purchase. 

Speak their language

Let them decide

Make them select you!

Got the Swag? It’s Just Not Enough!

When Seth Godin spoke of swaggering marketers, he referred to those who have ‘all bark and no bite’.

A characteristic trait of most marketers is their confident poise in marketing an idea, product or brand. However, more often than not, with the intention of challenging competitors, their sway tends to sweep them away. How many times have they claimed to be “world’s best”, “leading provider”, “highest quality” or “state-of-the-art”.

Once marketers blow trumpets, they’ve got to put on a show! When they cannot deliver what is promised, their spunk then becomes too audacious. When an over promise is under delivered, trust and credibility is lost. It’s quite the opposite when an under promise is over delivered, it’s a pleasant surprise. If one has to over promise, back it up!

Don’t just offer swag, offer solutions, offer value and offer a brand experience.
Well, we would surely like to ‘swagger’ along with a show of our cards…..
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Monetize Your Marketing Database!

The various facets of data quality include correctness, accuracy, completeness, currency and credibility. As ‘data is what data does’, new opportunities are arising to know customers outside-in, and B2B marketers need to leverage the power. With accurate, current and relevant customer information and with access to dynamic databases; marketing programs can now revolve around customers for a change!

Give customers what they need and not what they want.

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Marketing Case Study - Monetize Your Database from InfoCheckPoint