Over the past several months, Scott Brinker of Chiefmartec and Lenati collaborated on a qualitative research study of how senior marketers — executives from start-ups to Fortune 500 enterprises — strategically manage marketing technology in their organizations. Senior Marketing Leaders from companies, such as Hilton, Microsoft, SAP, Adobe, Tableau, and Dun & Bradstreet to learn: […]
Archives for: Tag: Customer Acquisition
Retailers have been trying to leverage digital media to boost foot traffic for years. They’ve had some success with social media and the like, but Pokémon Go just made their dreams come true. Augmented reality games like Pokémon Go will allow businesses to purchase space and Pokémon-like objects in augmented realities that will attract users […]
Recently Lenati has been getting a lot of inquiries from retailers questioning whether they should be selling on Amazon. They are concerned about letting Amazon take over their brand image and wonder whether the results will be worth the perceived risk. My answer is simple – if Apple can sell on Amazon, so can you. […]
Can a Data Management Platform (DMP) Accelerate Your Digital Marketing? E-commerce has replaced store openings at the center of retail growth strategy. According to PWC, almost 75% of all retail growth since 2000 has occurred online. As more commercial traffic moves online and more of that online traffic moves to mobile devices like phones and […]
Megan Heuer, VP at SiriusDecisions said, “If you believe ABM success is measured only in lead volume… think again. ABM is about influence.” B2B decision-making is a group sport. In fact, enterprise purchase decisions are rarely made by an individual. Account-Based Marketing (ABM) operates with this premise. Working hand in hand with sales, you identify […]
There’s a business-related urban legend that’s stuck with me all these years and it goes something like this. A high-end sports car manufacturer had just released their latest high performance luxury sports car. All the industry research had been done and the manufacturer knew they had all the winning elements. The dealerships were primed with […]
Successful customer acquisition strategies rely on deep customer understanding, including insightful customer segmentations. However, lackluster segmentation can undermine acquisition efforts and lead them astray. In practice, segmentations often draw artful conclusions that lack real-world application, have disparate implementation across organizations or, when acted upon, fail to deliver intended results. In these situations, companies can benefit by taking a different approach to customer segmentation and targeting by using “bright spot” analysis.