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Last Chance! Call for Speakers ends soon for 2013 Customer Engagement Marketing Summit


A few weeks ago I announced that I am spearheading the coordination of PossibleNOW’s 2013 Customer Engagement Marketing Summit. The first task at hand was our call for speakers and I am thoroughly pleased with the submissions that we have received so far.
Our Call for Speakers has elicited responses from global brands and thought leaders in a wide variety of industries — all of whom are prepared to share strategies and case studies.

But there’s still time to submit entries!

We’re looking for thought leaders and marketing gurus from global brands who can energize and engage the attendees at our 2013 CEM Summit. We expect this year’s event to attract marketing and customer service professionals and executives who are involved in customer engagement, mobile marketing, social media marketing, customer loyalty and retention, and other facets of direct marketing.

Speaker submissions may be solo or with a co-presenter. Panel discussions also work well if there are different views and thoughts to share. We’ve categorized the topics to be presented at the 2013 CEM Summit to include the following:
  • Relationship Marketing
  • Customer Engagement Strategies
  • Cross-Channel Marketing
  • Consumer Preference Management
  • Big Data
  • Marketing Compliance
If you are a dynamic speaker who can provide actionable advice to marketing and customer engagement professionals, send your proposals my way at cemsummit@possiblenow.com.

To learn more about opportunities for speaking at the 2013 CEM Summit or to submit an application, visit http://www.cemsummit2013.com. The deadline to submit speaking proposals is April 30, 2013. PossibleNOW will announce the speaker lineup in mid-May.

 


Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace. 

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today. 

              Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda 

Streamlining Customer Engagement from Online to Brick & Mortar


Later this week, I’m headed to Scottsdale, Arizona for the 2013 Retail Merchandising & Marketing Conference. This event, produced by the National Association for Retail Marketing Services, is a gathering point for retail companies and others who are involved with some aspect of retailing and merchandising.
I’m delighted to be speaking on a panel with some of the most creative and innovative people in the business.
If you are attending this conference, this is one panel presentation that you don’t want to miss!
That’s because this all-star panel offers you the perspective that you need to streamline your marketing spend, convert more customers and maximize the results. This panel of national marketing and retail leaders will provide a variety of strategies that can be adapted to the attendee’s needs.
Here are some of the questions that the panel moderator, Lisa Calhoun, CEO of Write2Market, will pose to the panel:
  • What is the most disruptive technology or trend that should be on the retailer’s horizon?
  • How would you advise retail leaders to prioritize their marketing spend?
  • What is the new trend in staying connected to customers?
  • What is your favorite new technology — and why does it matter for retail?
  • From coupons to catalogs to ecommerce, everything is being analyzed. With all these analytics, what (if any) role does culture play in successful retail today? 
Each of the panelists will lend their insights to these questions as well as to their particular area of expertise. My co-panelists include:
  • Sean Cook, CEO of ShopVisible, will explain the concept of the “channelless customer”
  • Dave McMullen, Partner at redpepper, will discuss marketing science and innovation
  • Florian Vollmer, Senior VP of Design at InReality, will cover the seamless connection between strategy, design and solution building
  • Jennifer Kwiatkowski, Director of Circulation & Analytics for Plow & Hearth, will offer perspectives on her company’s challenges and solutions

My portion of the panel presentation will provide background and observations on the techniques and technologies for learning from your customer. I will also delve into the importance of maintaining a centralized database of customer preferences and the benefits that doing so can provide to an organization. My recent blog explained the importance of strategies that let customers create experiences that suit their specific needs.

If you are attending this NARMS event, be sure to find me and say hello!

For more information about this conference, visit http://www.narms.com/conferences/2013-rmmc/




About the Author: 
Eric V. Holtzclaw is Chief Strategist of PossibleNOW. He's a researcher, writer, serial entrepreneur and challenger-of-conventional wisdom. His book with Wiley Publishing on consumer behavior - Laddering: Unlocking the Potential of Consumer Behavior - hits bookstores this summer. Eric leads the professional services organization to strategically guide companies on the implementation of enterprise-wide preference management solutions.

Follow me on Twitter: @eholtzclaw | Connect on LinkedIn: Eric Holtzclaw

Learn, Share, Relate: The excitement behind the 2013 Customer Engagement Marketing Summit


My blog post last week mentioned the amount of work and planning that it takes to host our Customer Engagement Marketing Summit.
Well, the work also has its rewards.

This week, as I walked the venue with our audio/visual vendor, the excitement was evident in my voice. Our discussion about the kind of speakers who would present at the event brought back some great memories from last year.

I get excited when I recall the people who filled the conference venue. They represented a wide variety of organizations that came with one common goal — to further master the art of customer experience and engagement.

I explained to the A/V vendor about the learnings that were shared and the animated conversations that occurred during meals and breaks. There were plenty of opportunities to network and to forge new friendships.

Last year’s CEM Summit featured a powerful lineup of speakers from industry giants as Coca-Cola, Intuit and Symantec who shared actual experiences to help B2B and B2C marketers address the challenges of delivering a personalized customer experience. After all, as marketers, one of our biggest challenges is improving the relationship with our customers and prospects.

When my visit with the A/V vendor was over, it was time to get back to the task at hand — finding dynamic speakers from global brands who can energize and enlighten the attendees at our 2013 CEM Summit. If you are a speaker with a compelling case study to share, send your proposal to me at cemsummit@possiblenow.com

And if you are a marketing professional who wants to delve deeper into the strategies that work for customer engagement, be sure to mark your calendar for this educational event.

You can find out more about the Customer Engagement Marketing Summit at http://www.cemsummit2013.com.

I’ll share more of my excitement about this event in future blogs!
 


Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace. 

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today. 

              Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda 

Don’t Sample Potato Chips in the Frozen Food Section


One of my favorite things about visiting a grocery store is the samples that are available throughout.  If I time my trip to the store just right, I don’t even have to cook when I get home!  

On a recent shopping trip, the store was providing samples of an organic potato chip and they were really good. The problem? The sampling table was set up in the frozen food section. The sampler had run out of her product supply and was sending customers across the large grocery store to the organic food section. As much as I liked them, I didn’t buy them because I didn’t want to go to the effort to hunt them down. Had the chips been at the ready I’m sure I would have bought.

The collection of customer preference needs be handled in the same way – you have to make it easy for your customers to tell you what they want. A key to encouraging opt-in is by tying it to specific customer behavior.

This is a great example of how to customize preferences based on behavior:



The 'notify me' prompt allows customers to "opt-in" after searching for a destination.

When you approach preference collection in this manner, you can replace the messaging and use A/B split testing to determine the success or failure in terms of how many customers opt in or opt out for each option. From that data you will start to recognize customer patterns and target messages to your customer groups more accurately.

Let customers create experiences that suit their specific needs. Use what they sample as a way to determine what full product should be on the shelf nearby to help close the sale.





About the Author: 
Eric V. Holtzclaw is Chief Strategist of PossibleNOW. He's a researcher, writer, serial entrepreneur and challenger-of-conventional wisdom. His book with Wiley Publishing on consumer behavior - Laddering: Unlocking the Potential of Consumer Behavior - hits bookstores this summer. Eric leads the professional services organization to strategically guide companies on the implementation of enterprise-wide preference management solutions.

Follow me on Twitter: @eholtzclaw | Connect on LinkedIn: Eric Holtzclaw

Keep Those Proposals Coming: Call for Speakers Now Open for 2013 Customer Engagement Marketing Summit


CEM Summit 2013 - September 26-27





It's one thing to attend a conference; it's quite another when you host one as we learned last year. It’s a significant undertaking and requires a lot of planning. But the key to success boils down to the relevancy of the topics and thought leadership of the speakers — do I believe the topics and speakers are worth carving out 1 ½ days to hear?

As we found out, the answer is a resounding "yes" if you have the right mix! 

Buoyed by the results from our inaugural event, PossibleNOW’s President, Scott Frey, recently announced the plans for our 2013 Customer Engagement Marketing Summit to be held in late September in Atlanta. 

I am spearheading the coordination of this year’s event. First task at hand — a call for speakers.

Last year’s CEM Summit featured real-life case studies from industry experts and thought leaders in customer experience and customer engagement. We had a powerful lineup of speakers from industry giants as Coca-Cola, Intuit and Symantec who shared actual experiences to help B2B and B2C marketers address the challenges of delivering a personalized customer experience.

We’re looking for the same type of global brands and industry experts who can energize and engage the attendees at our 2013 CEM Summit. We expect this year’s event to attract marketing and customer experience professionals and executives who are involved in customer engagement, mobile marketing, social media marketing, customer loyalty and retention, and other facets of direct marketing.

I’m excited by the responses we've received so far from potential speakers. However, there’s still plenty of time to submit speaking proposals on topics including:
Relationship Marketing
  • Customer Engagement Strategies
  • Cross-Channel Marketing
  • Consumer Preference Management
  • Big Data
  • Marketing Compliance 
If you are a dynamic speaker who can provide actionable advice to marketing and customer engagement professionals, send your proposals my way at cemsummit@possiblenow.com. 

To learn more about opportunities for speaking at the 2013 CEM Summit or to submit an application, visit http://www.cemsummit2013.com. The deadline to submit speaking proposals is April 30, 2013. PossibleNOW will announce the speaker lineup in mid-May. 

I hope to talk to you soon!



Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace. 

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today. 

              Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda 

Do Customer Communication Preferences Matter? You Bet They Do!

My friend Phil admits he’s “not a phone- person.” So when I want to connect with Phil and find out the latest and greatest about his startup adventure, I email him to set up a face-to-face lunch.
 
My friend Sarah travels quite a bit and is impossible to reach on her cell phone. The best way for me to keep up with Sarah’s life is to read her Facebook statuses or follow her on Twitter.
 
And while my mom tells me she’s quite tech savvy among her friends, my mom thinks email is too impersonal and insists I pick up the phone at least once a week.
 
In today’s digitally connected world, you are confronted with juggling various communication preferences on a daily basis. Your friends only want to be texted; your family will only accept a phone call. With so many ways to stay in touch and share information, it’s not surprising that each person has his or her own distinct communication preference.
 
Chances are you have a pretty good idea of how your closest friends and family like to correspond.  But when it comes to business relationships, do you know which form of communication your clients, customers or prospects prefer? If you do happen to know, do you honor or ignore their preferences? And if you don’t know, do you think using their preferred communication method would have an impact on sales?
 
You already know the importance of engaging and building relationships with clients, customers and prospects, right? Well, it turns out delivering the right marketing message via one’s preferred communication channel is an important part of the sales and marketing equation. Here are a few benefits to using your customers’ preferred communication method:
 
Build Trust
 
Sales guru Bob Burg sums it up best. “All things being equal, people will do business with, and refer business to, those people they know, like and trust.” If I know Phil is not a “phone guy,” and I really want his attention, then leaving him multiple voicemails is a waste of my time and his.
 
As you foster relationships with prospects and even existing customers, ask them for their communication preferences and then correspond with them through their preferred method.
 
If your primary method of communication with customers is via email through your marketing automation platform, then determine how frequently your customers wish to be emailed. And be sure to measure and track their communication preferences when you launch new campaigns. Simple acts like this build trust by showing people you respect their personal preferences.
 
Increase Share of Mind
 
Research suggests consumers are exposed to 3,000-20,000 marketing messages each day via a myriad of communications channels (e.g. mobile, print ads, emails, social media, online ads, and more). So how can you increase the odds of gaining share of mind?  Assuming you have the right message (and let’s hope you do!), make sure you deliver it in the format your prospects are most likely to pay attention to. If I need to grab Sarah’s attention, I will send her a tweet or Facebook message, not a postcard.
 
Improve ROI
 
How many hours do you spend crafting and perfecting the messages you deliver to prospects? If you outsource this type of work, how much money do you spend retaining an agency or copywriter to come up with compelling copy for all of your marketing programs? Now imagine delivering your message via email marketing that never converts. Or imagine posting your most intriguing and persuasive content on your Facebook page and no one makes a comment. Crickets…crickets. Given how much time and money you invest upfront, doesn’t it make sense to spend just as much time figuring out your prospects’ or customers’ preferred communication medium?
 
Test your communication methods over time to determine which ones work best with your target audience. Today you may think the best way to reach your customer base is through outbound marketing techniques, but tomorrow you may realize that Twitter is really where they are spending their time.
 
In short, it’s challenging to break through the communications overload. And when you consider how many customer preferences you need to manage en masse, your head might spin. But with the right tools and approach, it’s possible to connect with your customers and prospects on their own terms. After all, if you don’t it will cost you sales, money and relationships and then your boss will deliver an undesirable message to you and it will sting no matter which communication channel he uses.
 
Do you know your customers’ or clients’ preferred communication? If so, how has this information enhanced your sales or relationships?
 
 


About the Guest Author: 
Dayna Rothman is Content Marketing Manager at Marketo. She runs the Marketo content initiatives and webinar program, and is also the managing editor of the Marketo blog. Dayna has extensive experience in content marketing, social media, marketing automation, and inbound marketing. She has an MBA from Golden Gate University and lives in Oakland, CA.

                               Follow me on Twitter: @dayroth | Connect on LinkedIn: Dayna Rothman 
 
 
 

A Recipe for Building Customer Loyalty

I lead the Client Success team at PossibleNOW. I help our clients get started on their recipes for ideal preference management and privacy compliance. When it comes to creating a Preference Center, some clients take on just a small bite in order to meet compliance regulations. Other clients want a full buffet that offers their customers a wide array of choices, a little something for everybody.

Whether offering a small bite or a full buffet, they all agree on this - the one thing everybody wants left off the table is spam. 

Spam produced via any communication channel tastes bad on both sides of the table. Customers are annoyed by it. Companies see it as a waste of money and resources and they don’t want to waste either of those on someone who will never be a customer.

Capturing and maintaining a customer database can be costly. Driving customers away with untargeted communications is costly too. It’s not about getting the message out to everybody; it’s about getting the message to the right people in the right way.  

Too many companies don’t understand that simple point when building a preference center.  
 
Opt down, not out

I worked with a global company as they were restructuring their preference center. This company has a complex product set that includes business-to-business as well as business-to-consumer products. They originally had a basic "unsubscribe" page that met minimal compliance requirements – consumers had the choice to opt-out of receiving emails...  ALL emails.  This left the company with no way to target their communications campaigns. With such a vast product line and very different customer sub-sets, this system was not effective.

The solution was to start with a couple of core business units to test the waters and learn best practices that can eventually be implemented across all divisions and brands. They started with a preference center that offered options by product line and then added a layer that provided opt-down options.

Instead of giving customers just one option, receive communication or not, the company’s new system allowed customers to specify choices based on their most relevant needs.

Within two months of implementing the new preference center, this company saw a 30% reduction in opt outs, simply by giving customers the choice to customize their communications. 

Give customers a tailored menu, serve them what they want, and they’ll walk away satisfied. Loyal customers want to engage with the brands they trust and like. The key to success is giving them a way to customize their experience with the company to maintain, and even build, that loyalty.
 



About the Author: 
Sandy Tafur is the Manager, Account Management at PossibleNOW.
 

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