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Posts tagged ‘segmentation’


How to build Successful Personalized Marketing Experiences?



As marketing becomes more and more advanced, personalized marketing is critical.

Personalization in marketing is real, needed and possible. It re-enforces your brand, and can mean the difference between being competitive or disappearing into oblivion.

But how do you that ?


In this blog post I want to discuss a methodology and a personalization model that helps you to:

  • segment your audience, beyond demographics and geographic
  • link your business objectives with 1-1 personalization campaigns
  • understand how personalization actually works


Let’s get started!

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Aligning Marketing and Sales Systems: Building the Right Foundations


Too busy to build foundations, Too busy because of the wrong foundations...

Too busy to build foundations, Too busy because of the wrong foundations…

Many B2B companies haven’t integrated their marketing and sales systems.

You have tools for marketing planning, events, webinars, email, PR, marketing automation, websites, document management, CRM, ERP, … Your customer services department also has its own systems, also containing customer touchpoint data. And the finance department is also sitting on similar data.

The effect? Dispersed contact databases, standalone CRM implementations and Excel import-export nightmares. These situations are more the rule than the exception.

We all know we need to integrate these systems. But how do you move towards integrated systems, to the benefit of the business? Read more »


How to avoid your marketing automation failure?

Many marketing organizations are looking into marketing automation.

Why? Because year after year they need to do more, with less.

By automating tasks, and by adding a number of intelligent marketing techniques, they think that their marketing operations will be easier to manage, and in the end their lead generation will run better.

But one should not jump into this technology too quickly.

What is the promise of marketing automation?

The promise of marketing automation sounds great.

  • integrate your website with your e-mail engine
  • automate the registration, confirmation and post-processing of webinars
  • set-up lead nurturing campaigns
  • get to know your prospects better and better through progressive profiling
  • automation of e-mails (website, webinars, events, …)
  • decrease manual segmentation, manual lead input, manual lead management, etc…

It cannot go wrong, or can it?

When considering marketing automation you should not jump into this technology without being ready, because you can fail at it.

In a great blog post on BrightCarbon, Joby Blume talks about what he considers the lessons learned after “his” marketing automation failure.

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Basic marketing questions to answer when building a website

This post is about which basic marketing questions you need to answer before you can start building your website. And why growing companies need to build a team of specialist when designing or re-designing their website.

Your first company website

Let me share a story that might sound familiar to some people. When smaller companies start their business, they are very much focused on creating good products or services. They often build a website themselves, because money, time and knowledge reasons drive them into that scenario. Or if they lack knowledge to do so, they outsource but with minimum costs.

Then the company grows, and becomes more aware of their brand strengths, more products are being put in the portfolio, and they start taking marketing more seriously. They start creating a marketing plan, build marketing collaterals, some advertising, some PR, and often in B2B tradeshows and conferences are part of the mandatory marketing “menu”.

Your company has grown, but not your website

Although this is a perfectly natural way for smaller companies to grow their marketing, let me list a few things that clarify my point:

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