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Know More to Grow More is a new thought leadership initiative by the Chief Marketing Officer (CMO) Council, the Customer Experience Board, and the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE). This initiative will enable CMO conversation and engagement around best practices in customer selection and connection. It will explore the level of sophistication in database marketing and the level of satisfaction with current CRM tools, information sources and customer profiling capabilities. It will tap perspectives from both sales and channel organizations, as well as audit and assess marketing’s role in optimizing the process of targeting, profiling and providing sales-ready opportunities and additional entry points to existing accounts.
Contribute your insights today through the brief survey to receive a complimentary copy of the report upon completion—a $199 value. Take the survey here: http://bit.ly/Yhv12k.
- Adam VanderBee - Navistar, Director of Marketing
- Alina Urdaneta - Siemens Healthcare, VP of Marketing & Product Management
- Amit Sinha - SAP, Head of Marketing, Database & Technology Innovation
- David Kenyon - AMD, CVP, WW Channel Marketing & Business Management
- Deborah Bussiere - EY, Formerly Americas Chief Marketing Officer - Markets
- Derek Vest - Wells Fargo Advisors, Senior Vice President, Financial Advisor Marketing
- Gina Testa - Xerox, VP of Marketing
- Jackie Gallant - SunLife Financial, AVP of Marketing
- Jocelyn Johnson - GE Healthcare, Chief Marketing Officer
- Kenneth Demma - SAP, VP of Marketing & Product Management
- Marcelo Prado - GE Oil & Gas, Chief Marketing Officer
- Matthew Clark - PC Mall, VP of Marketing & Business Development
- Melissa Socci - LPL Financial, SVP, Marketing
- Michael Cerilli - Navistar, VP of Marketing & Product Management
- Nancy Bhagat - Intel Corporation , VP, Incubation Team
- Ryan Randazza - PwC, Director of Marketing
- Shanker Trivedi - NVIDIA, VP of Worldwide Sales
- Suaad Sait - Rackspace , Chief Marketing Officer
- Todd Forsythe - EMC, VP of Marketing
The CMO Council's latest best-practice video series continues the discussion around mobile engagement started by the CMO Council and SAS, when two white papers were released in late 2014 that reveal insights from leading marketers around mobile as a critical component in consumer engagement. Listen as leading brand marketers share the details around their mobile strategy development and integration, challenges they have faced, how they are using mobile to engage customers, and their outlook for the future of mobile as a critical marketing channel.
Click Here to Watch the Video »
The Social Customer: How Brands Can Use Social CRM to Acquire, Monetize, and Retain Fans, Friends, and Followers
If you look at the people who follow your company via social media simply as "social media users," you’re missing a much bigger picture. They are, above all, your customers—and as such, they have a multitude of needs. But without the right social media strategy, they might not remain your customers for long. Adam Metz is prized by clients and online fans for his understanding of what makes both companies and their customers click—and how social media can get them in sync and drive revenue.
In The Social Customer, he teaches you all you’ll need to know to transform your business—not just on the Web but across the board. Natasha Fleisher: Even if Facebook and Twitter were to disappear tomorrow, these are the fundamentals that will always apply—whatever the technology and whatever the social media.Purchase from Amazon »
Building Business with CRM
Build better workflows. Build better dialogs. -Use all the actions for Workflows and Dialogs -Use dynamic values on the fly with Workflows and Dialogs -Decide when to use a Workflow and when to use a Dialog -Create automatic and on-demand processes -Get the most from the Workflow designer -Query CRM data from your Dialogs, then modify that data -Navigate CRM security model when using Dialogs and Workflows -Work with child Dialogs and Workflows Building Business with CRM - Using Processes in Microsoft Dynamics CRM Just about every business has business processes. And those that don t probably should! Dynamics CRM has many ways to gather and automate those processes, using the system you already have. In this book you ll be guided along from the fundamentals of business processes and how to use software to manage and drive these. Also we will do several deep-dives and learn about some hidden gems of CRM Processes to help your business processes flow well. To accompany this book you will find downloads of step-by-step exercises to take you through hands on learning. The exercises give you detailed information and knowledge to put practical use with the knowledge you have gained from the author.Purchase from Amazon »
CRM Fundamentals is a critical and comprehensive resource for executives and project leaders tasked with managing customer relationship management (CRM) initiatives. It provides an introduction to CRM and how it delivers value to organizations, and describes the process to build and execute a CRM roadmap successfully—including identifying goals, lining up the right people, planning projects, choosing software packages and consultants, managing the initial CRM implementation, and maintaining and evolving the program over time.Purchase from Amazon »
Written by senior CRM consultants, CRM Fundamentals includes plenty of detailed, useful advice to help you get the most value from your CRM investments and to avoid common pitfalls associated with CRM.
CRM in Action: Maximizing Value Through Market Segmentation, Product Differentiation & Customer Retention
Written in Dr. Wong's vivid and interesting style, and furnished with real-life examples from Canada, this book helps marketers to generate greater customer value by making good use of market segmentation, product differentiation, and customer retention strategies.Purchase from Amazon »
CRM In Real Time: Empowering Customer Relationships
This comprehensive guide to Customer Relationship Management (CRM) draws on Barton Goldenberg s 20+ years of experience guiding firms to a successful implementation of CRM solutions and techniques. Goldenberg demonstrates how the right mix of people, process, and technology can help firms achieve a superior level of customer satisfaction, loyalty, and new business. Beginning with a primer for executives who need to get quickly up-to-speed on CRM, the book covers a full range of critical issues including integration challenges and security concerns, and illuminates CRM s key role in the 24/7/365 real-time business revolution. CRM in Real Time is an essential guide for any organization seeking to maximize customer relationships, coordinate customer-facing functions, and leverage the power of the Internet as business goes real time.Purchase from Amazon »
Data Mining Techniques in CRM: Inside Customer Segmentation
A complete and comprehensive handbook for the application of data mining techniques in marketing and customer relationship management. It combines a technical and a business perspective, bridging the gap between data mining and its use in marketing. It guides readers through all the phases of the data mining process, presenting a solid data mining methodology, data mining best practices and recommendations for the use of the data mining results for effective marketing. It answers the crucial question of 'what data to use' by proposing mining data marts and full lists of KPIs for all major industries.Data mining algorithms are presented in a simple and comprehensive way for the business users along with real-world application examples from all major industries. The book is mainly addressed to marketers, business analysts and data mining practitioners who are looking for a how-to guide on data mining. It presents the authors' knowledge and experience from the "data mining trenches", revealing the secrets for data mining success.Purchase from Amazon »
Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know
In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing.Purchase from Amazon »
Database Marketing: Analyzing and Managing Customers (International Series in Quantitative Marketing)
Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communication systems, today’s organizations have the capacity to analyze customer data to inform and enhance every facet of the enterprise—from branding and promotion campaigns to supply chain management to employee training to new product development. Based on decades of collective research, teaching, and application in the field, the authors present the most comprehensive treatment to date of database marketing, integrating theory and practice.Purchase from Amazon »
Handbook of CRM: Achieving Excellence through Customer Management
Customer Relationship Management is a holistic strategic approach to managing customer relationships to increase shareholder value, and this major Handbook of CRM gives complete coverage of the key concepts in this vital field.Purchase from Amazon »
It is about achieving a total understanding of the concepts that underlie successful CRM rather than the plethora of systems that can be used to implement it.
Marketing Database Analytics: Transforming Data for Competitive Advantage
Marketing Database Analytics presents a step-by-step process for understanding and interpreting data in order to gain insights to drive business decisions. One of the core elements of measuring marketing effectiveness is through the collection of appropriate data, but this data is nothing but numbers unless it is analyzed meaningfully.
Banasiewicz integrates his knowledge from both his academic training and professional experience, providing a thorough, comprehensive approach that will serve graduate students of marketing research and analytics well.Purchase from Amazon »
Maximizing Lead Generation: The Complete Guide for B2B Marketers (Que Biz-Tech)
Lead generation is “Job One”: B2B marketers’ single most important objective. Maximizing Lead Generation brings together everything you need to know to do it right. Fast-paced and 100% practical, it will help you achieve outstanding results in any B2B marketplace—from enterprise technology to industrial equipment to professional services.
World-renowned expert Ruth P. Stevens helps you bring science and systematization to all facets of lead generation, building on process, best practices, continuous testing, and ongoing improvement. You’ll learn how to maximize the value of tried-and-true B2B tools and the newest social, web, and search technologies. Stevens offers indispensable insights for the entire lead lifecycle, including qualification, nurturing, measurement, and tracking.Purchase from Amazon »
Strategic Database Marketing 4e: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program
Since the previous edition of Strategic Database Marketing was published in 2006, digital tools like Google, e-mail, mobile devices, and social networking sites have completely changed the game. Customer outreach knows no boundaries, program management is more complex, and smart use of databases is absolutely critical to success. With these new challenges, though, come great opportunities—and this thoroughly updated new edition has everything you need to seize them all.
Retaining all the tips, tactics, and strategies that have made Strategic Database Marketing the go-to resource for marketers who take their craft seriously, this classic guide gives you the most current tools and techniques for gathering and measuring metrics and making accurate predictions with them.Purchase from Amazon »
The CRM Field Guide
The CRM Field Guide is an essential guide to Microsoft Dynamics CRM that everyone should have on their bookshelf. This book offers you details not only on CRM fundamentals and extensibility points but also the tried and true best practices and strategies of the combined experience of some of the most recognizable global experts in the CRM industry. The field guide contains insights from many CRM MVP contributors and is intended to be a book you pick up over and over again as you use CRM. Having the CRM Field Guide by your side is like having the hotline to the industry experts. When you hear the term Field Guide you likely think of nature; identifying key plants or animals in a new and exciting place. Obviously this book is not that type of a guide. This book is what you pick up when it s Friday night and you are stuck with one last CRM problem between you and the weekend.Purchase from Amazon »
The New Rules of Lead Generation: Proven Strategies to Maximize Marketing ROI
Lead-generation marketing is evolving rapidly, but many companies are still using the same methods they always have. How can a marketer know which lead generation tactics will provide them with the best, most actionable leads for their products or services? What's been missing-until now-is a strategic look at how lead-generation tactics can work together to produce the maximum number of quality leads. In "The New Rules of Lead Generation", marketing expert David T. Scott examines the seven most successful tactics, including e-mail, direct mail, and search engine marketing; banner and social media advertising; cold calling; and trade shows. He reveals when to use which tactics, how to use them cost-effectively and get the best results, and how each tactic has changed in recent years and will continue to evolve in the future. Readers will also discover how to test new approaches on a limited budget and how to combine multiple tactics for a more powerful, integrated campaign. Featuring valuable tools for tracking costs and measuring results, this indispensable book shows marketers everywhere how to capture the leads they need to help their companies succeed.Purchase from Amazon »
Think Outside the Inbox: The B2B Marketing Automation Guide
Marketing automation has been called the most transformative advancement in sales and marketing since the advent of CRM. Never before have sales and marketing professionals had so much insight into prospects' interests, behaviors, and buying intentions. Many people think of email marketing, and the inbox, as an effective part of online lead generation and nurturing, and it is. But marketing automation provides a complete solution, with the inbox as just one piece of the toolkit. Learn about marketing automation and how it can benefit your business today.Purchase from Amazon »