According to a new report by Booz & Co., the next wave in marketing will be customer-preference driven targeted marketing, also known as “profiling”:
In a world overrun with marketing messages, the next wave of marketing technology will cut through the clutter, building automated marketing campaigns that address customers’ wants and needs individually. The result: greater [...]

This is part 4 of the series “Targeting The Customer“, a 5-part series on using marketing automation to target customers and improve marketing effectiveness.
In Part 1 and Part 2 of this series, we discussed the role and methods of profiling customers and prospects.  In part 3, we discussed how to utilize profile data to send [...]

This is part 3 of the series “Targeting The Customer“, a 5-part series on using marketing automation to target customers and improve marketing effectiveness.
In Part 1 and Part 2 of this series, we discussed the role and methods of profiling customers and prospects.  Yet obtaining valuable data about the interests and habits of a customer [...]

As I’ve stated previously, Marketing Automation has become the forgotten child of CRM.  It’s features are underdeveloped, it is always an “afterthought” in CRM implementations, and has often been relegated to simple email marketing off of the CRM’s sales leads or contact management databases.  As important as email marketing is, in most CRM systems its [...]